JEDDAH, 17 May 2007 — A network of successful agencies is currently establishing its presence in this part of the world to promote proximity between brands and consumers.
“We believe in breakthrough behavior changing ideas, creating an impact for brands by driving real behavior change with their consumers,” Mat Mildenhall, CCO of the London-based Proximity Worldwide, told Arab News in an interview during his maiden visit to the Kingdom yesterday.
“Proximity delivers breakthrough behavior changing ideas that are based on powerful insights,” said Mildenhall, a certified accountant with law and MBA degrees. He was previously with BBDO Europe and before that with PriceWaterhouse Coopers. “It is these powerful insights that enable us to choose the most appropriate way to speak with the consumer. Using these insights we bring together generalists and specialists from different marketing disciplines to deliver the breakthrough,” said Mildenhall, who has been working to build and grow the Proximity network around the world.
Proximity has been independently ranked the number one creative network by the Won Report for both 2003 and 2004. Since the Proximity Worldwide network was launched in 2000, the network has grown phenomenally with some major international clients, he said. Omnicom-owned Proximity Worldwide is aligned with BBDO around the world. Established in 2000, it is represented in 50 countries with nearly 2,000 staff. “Proximity works with a network of successful agencies — every one with its own local and regional clients and each with a rich history of collaboration and partnership. “We are a network of the best local talent, globally traded. It is this focus on best talent that has enabled success and growth to our current position,” he said.
“It is a real challenge to get the attention of consumers not only through the print and visual media but also through focusing on them on streets, superstores and homes. We complement all such efforts with our creative skills,” he said. “The way you build contacts could be entertaining, useful, educative and full of incentives. And with a large percentage of people in the Kingdom under 25 years old, we consider this country unique and potentially rich holding bright prospects for us,” he said.
