Region's brands miss potential

Middle East brands with global aspirations do not yet have the mindset to succeed, according to the global CEO of branding agency Enterprise IG

Simon Bolton, a former boss of JWT in the UK, told Campaign that while companies in the region have huge potential to exploit international markets, their understanding of how to effectively use branding and advertising needed to improve.

"People are only just beginning to realise that they have got brands that can go global and that in itself is a very interesting challenge because what works in the Middle East may not translate as well around the world," Bolton said.

"Emirates, for example, has done a fantastic job of building its brand globally airlines do that. But some of the other brands are much more difficult to translate into Western or Asian culture.

"Whether it's the language, the typography, or the visual identity and the logo development, it needs to be treated with care. If you've got the aspiration to have a global or international brand, then you've got to have the mindset to develop it and I'm not sure that's necessarily there among all clients or agencies yet."

But Bolton added that the outlook for Middle East brands was positive in the longer term.

"Take Emaar, for example, that's a brand name that could definitely travel," he said.

"It will become as big a brand as any company you can imagine. And in 10 years' time I'd expect to see 10 Middle East brands in a top 100 list globally it could be more."

Bolton revealed that the company's Dubai operation is the fastest growing office in Enterprise IG's international network. Formed in 2002, Enterprise IG Middle East, has completed branding and design work for several key clients, including Dubai Marina, Madinat Jumeirah, Limitless and Spinneys.

"We've gone from having two people to over 30 people and at the current rate of growth we'll probably be at 50 people in a couple of years' time," said Bolton. "By design and identity standards that's a large shot. It's certainly the fastest growing in our network around the world. There's enormous growth and incredible ambition in Dubai and people are coming to us for our expertise."

Bolton also praised clients' ambition but said that they needed to be more realistic in their expectations.

"The good part is that people say 'I want to do something that's never been done before', so the ambitious side of the brief is very exciting. I think the delivery side isn't quite there yet. People say they want something that's never been done before but find it very hard to recognise if it can actually be presented."

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