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.”
