Digital firm brings creative business approach to Dubai

A full-service marketing company called Langoor has arrived in the city of Dubai, looking to invest $1 million AED in a local office bent on delivering more return on investment for business clients.

Langoor has installed Rebecca Jacobsson as head of client services at the Dubai office, as well as bringing other resources to bear on a central cosmopolitan city that's become a leader in the Middle Eastern region.

"I am excited to join Langoor, Dubai and I look forward to learning and applying their systems thinking approach along with my own experience," Jacobsson said. "Working across the digital world has been an enriching experience and at Langoor, I will be able to merge it with my innovative solutions to bring about creative ideas to the forefront of digital campaigns."

Langoor offers an array of marketing services including data visualization, data-driven strategy development, and content campaigns. The firm aims to offer cutting edge design and effective communication for clients in the region.

The Langoor “umbrella” combines three creative arms of the business: Langoor Digital is a digital agency staffed by creative technologists. Pensaar is described by the company as “design thinkers of the new era who enable organizations to re-imagine and rethink their businesses and deliver unexpected customer delight.” AlterNet employs technologists enabling IoT (Internet of Things) functionality and other new tech benchmarks.

In an interview with the Gulf News Journal, Langoor founder and chair Ruchir Punjabi spoke about some of what the company has seen work successfully in marketing while serving Dubai clients, and what he feels the company can bring to the table in a city where so many brands compete for the attention of residents and visitors alike.

“The biggest trend we have come across is the focus on brand awareness.” Punjabi said. “While brand awareness is an important aspect, the clients we work with have moved on to a sophisticated marketing mix which includes ROI oriented one-to-one targeting. This means building a single customer view across their journey with a brand. We also use targeted channels to reach specific demographics and audiences including measuring success based on converting them with a transaction. We are good at such a mix, and feel this would add tremendous value to the market here.”

Punjabi said the company works with various Dubai customers in sectors such as retail, property and technology, as well as startups and nonprofits and companies pursuing B2B sales.

“Currently, the maximum interest and work we have got has been from companies who have their regional headquarters in Dubai.” Punjabi said.

As far as its services, Punjabi said Langoor was built to bring businesses into the modern age with a digital approach that combines analytics, business intelligence, visualization and more.

“We are a digital-first advertising agency.” Punjabi said. “In our own language, we are creative technologists. We cover areas that enable brands and their go-to-market strategy. This includes strategy, design, content, technology, media and analytics. We will go as deep as building a view of a customer and helping communicate the right message to the right audience and the analytics attached to that.”


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