The move represents the agency’s first foray outside of Egypt, where it was founded in 2009 and now employs 53 people. It is hoping to replicate its Egyptian success in Dubai, offering digital media and campaign strategy, planning, creative conceptualisation, design, technical development, SEO and SEM, mobile marketing, gaming and viral marketing.
“The region, and Digital Republic, has now developed the facilities and technical capabilities that should negate the need to find partners outside the Middle East,” said Karim Khalifa, CEO and founder of Digital Republic. “For clients and agencies alike, Digital Republic has subsequently developed a single-source model for advertising that combines cutting-edge creative with technical expertise in digital production. Bringing this to the commercial hub of the Middle East is the next phase for us; one that will align Digital Republic closer to the networks and major brands that need cost effective solutions without compromising on innovation, standards or scale.”
The new office will be situated in Jumeirah Lake Towers, with an account management team already in place. Khalifa himself will head the new operation, working to establish the agency’s presence and managing the creative execution and production process. He will also take responsibility for building the operation’s portfolio of new business. Each division within the agency will also integrate with Digital Republic’s Innovation Lab, based in Cairo.
“In the UAE 60 per cent of the total population is on Facebook and brands are playing catch up,” says Khalifa. “But just having a presence on social networking serves no purpose. It’s all about the content and technically creative execution, which can engage and activate online browsers. This is the domain of Digital Republic. We can create inspiring content and deliver pre and post digital production across any medium. Working as one with the headquarters, Digital Republic will become an effective partner for the adland in the UAE and GCC as much as it has in Cairo.”
Digital Republic is Egypt’s largest independent digital agency. Its roster of clients includes McDonald’s, General Motors, Mastercard, Axe, Nestlé, Coca-Cola and Kraft.