BUREAU BÉATRICE was awarded the Brand Experience Agency of the Year 2024 trophy at Campaign Middle East’s Agency of the Year Middle East Awards.
This award recognised an agency specialising in providing the best experiential marketing solutions. For the winner, the judges picked an agency created on the belief that technology without creativity was irrelevant. The judges lauded the agency for spearheading a new wave of thinking that changes the way brands and organisations connect with their audience.
Jon S. Maloy and Kevin Alderweireldt, co-founders of BUREAU BÉATRICE, shared their reflections after the agency’s award win.
How does this award reflect the culmination of your efforts in 2024?
This award is a testament to our vision of redefining the intersection of luxury and technology. In 2024, we pushed the boundaries of what experiential marketing could be, delivering projects that not only resonated emotionally but also integrated cutting-edge innovation. From breaking Guinness World Records to crafting interactive art exhibitions, every project showcased our commitment to excellence, creativity, and flawless execution. This win validates our team’s passion and perseverance and highlights our ability to create unforgettable experiences for our clients.
As you soak in the win, what top learnings from 2024 will you take into the year ahead?
The first key learning is the power of adaptability – success requires agility to navigate shifting trends and technologies. Secondly, collaboration is at the heart of innovation; our partnerships with clients, artists, and tech experts fueled creativity. Finally, audience engagement is non-negotiable – experiences must not just be seen but felt. In 2025, we will lean further into personalisation and immersive storytelling to deepen this connection.
What do you think the industry needs to change or fix on priority in the months ahead?
The industry must prioritise sustainability in experiential marketing. Brands and agencies alike need to shift from ephemeral installations to creating experiences that leave a lasting impact without leaving a heavy footprint. Additionally, inclusivity must move beyond being a buzzword to become a standard in how we design and execute experiences. Agencies have a responsibility to ensure accessibility for all audiences.
How has the balance between purpose and profits contributed to your successes over the past 12 months?
Purpose has been the north star guiding our projects. Whether it’s educating audiences on sustainability with Aramco or celebrating cultural heritage with our Ramadan campaigns, we’ve shown that purpose-driven initiatives can be equally impactful and profitable. Clients and consumers increasingly gravitate toward authenticity, and aligning our work with meaningful causes has not only driven our success but also deepened our impact.
In your opinion, what do consumers really want, and how can agencies help brands meet this need?
Consumers crave authenticity, connection, and innovation. They want brands to tell stories that resonate with their values and create experiences that feel personal and meaningful. Agencies can help by being cultural interpreters – decoding trends, crafting immersive narratives, and delivering personalised moments that foster genuine engagement. Technology is the enabler, but human-centric storytelling is the differentiator.
What are the key facets to securing client wins and sustaining client retention?
Trust and collaboration are the foundation of every client relationship. Delivering on promises, exceeding expectations, and fostering open communication are non-negotiables. Creativity, combined with a strategic understanding of a brand’s goals, ensures we consistently bring fresh, relevant ideas to the table. Our emphasis on seamless execution and post-project evaluation also strengthens our partnerships, proving we’re invested in their long-term success.
What are your agency’s New Year’s resolutions for 2025?
For 2025, our resolutions include deepening our commitment to sustainability in every project, pushing the boundaries of immersive technology, and expanding our global footprint. Above all, we resolve to continue delivering experiences that merge luxury, technology and purpose in ways that redefine industry standards.
