A new digital marketing services agency that will deliver data driven solutions across the marketing spectrum has been created by the former senior team of Dubai-based Group Partnership, a WPP company.
GP Inc, a shortform for “Growth & Performance” is headed up by former CEO of Group Partnership, Rahul Nagpal who is joined by his former senior team at Group Partnership.
It is the umbrella organisation that will combine data in the communication business thereby minimising subjectivity to build greater accountability in the category.
The agency has three verticals that blend to deliver the ‘Growth & Performance” promise: Tuesday Communications for creative content, Mobiiworld for tech & innovation and Steroid for data analytics & CRM.
Alok Gadkar, former Executive Creative Director and Managing Director of Group Partnership heads up Tuesday the creative content company as partner and CEO. Alok comes with a rich experience across retail, FMCG, real estate and healthcare sectors to name a few.
He is joined by former Planning Director of Group Partnership, Rahul Kantharia as Strategy Director who has provided campaigns for some of the region’s well known home-grown brands and organisations, as well as global entities within the MENA region.
Dhaval Desai, who used to previously head Technology at Wunderman Thompson – WPP, with over 22 years of industry experience, leads Mobiiworld, a company that has a diverse client base across multiple industries. Steroid, founded in 2011, is led by Lakshmi Krishnakumar and has a range of MENA retail and automotive clients.
Tarek Chebaro joins as Client Services Director whereas Sawsan Salameh and Saad Boksmati will continue to as Creative Directors.
Central to the GP Inc proposition is a bespoke digital platform, GP Sync that enables clients to monitor the performance of their campaigns in real time, ultimately showing the campaign’s ROI.
The AI system, built and tested over the last 24 months has been curated using global tools. It is fed data across the four data pipes of creative, media, CRM and tech, giving a single view on campaign performance via an agile dashboard.
Rahul Nagpal, CEO of GP Inc, said: “One thing we lack as an industry is real time integrated feedback on campaign performance. Having been in the sector for three decades and experiencing the advent and impact of data and digital solutions, we wanted to create a proposition that takes the intelligence of data analytics to a new level.”
We have re-thought the entire marketing services ecosystem where data is at the heart of everything we do. It drives every decision we take, be it creative, tech or CRM, ultimately creating ROI and eliminating any wastage within the marketing ecosystem”
All of the GP Inc companies have a track record of spearheading campaigns for both international and home-grown UAE brands.
