Dubai theme park Global Village has signed up The Classic Partnership as its creative agency and re-signed BPG Maxus to do its media buying. The creative account was previously held by BPG Bates.
The Classic Partnership says the way its management were told they had won the pitch was unconventional. In a statement, it said: “An inconspicuously wrapped frame of 100×70 cm was delivered to the CEO with a message, “Welcome to the party, Team Partnership.” The novelty of the approach and the eventual confirmation from Global Village was a pleasant surprise for the agency. The Classic Partnership won the advertising account for Global Village following a competitive pitch with a number of agencies.”
Bader Anwahi, chief operating officer of Global Village, said: “We are delighted to be working with The Classic Partnership, who have
clearly demonstrated that they are an ideal communication partner to help us accomplish our communication objectives.” He added: “The agency stood out with their strategic and creative approach and we look forward to working with them to bring alive our celebration of world culture in an authentic and novel manner. For us, our agency is a significant and integral pillar in the brandbuilding process and we really wanted to create a very welcoming and supportive environment, which is what we have established from the very beginning at the start of our relationship.”
Meanwhile, Maxus has retained the media account for the third time. “We are delighted to get an opportunity to continue our partnership with Global Village, yet again. Dubai is poised to be a global entertainment destination and we are excited to be part of it with the leading brand in that space.” said Satish Mayya, CEO of BPG Maxus. The partnership is for three years. “Global Village has grown folds in size and entertainment options, into a revered brand in the region,” said Anwhani. “Quality of content is world-standard in spectacle and technology and is state-of-the art. We take great efforts to have global best partners. BPG Maxus over the years has seen the dream with us and understands our aspiration to be the best in the world.”