BUZ Management and Marketing Consulting (BUZ MMC), a Dubai-based full-service marketing, PR and events agency, has unveiled its new “integrated communications expertise” concept with the introduction of ICE by BUZ.
The integrated platform ICE takes advantage of multi-media channels: social, digital, online platforms and classic PR offering full-fledged 360-degree market exposure and delivering projects at a faster pace.
Formed under the leadership of new ICE head Houssam El Boutary, the company will offer full-spectrum campaigns that feature singular, consistent and strategic brand messaging. This move sees the integration of the firm’s existing PR, digital and social, and creative divisions under one umbrella, resulting in a collective pool of expertise.
The user journey comes as the focal point of the pioneering ICE model. The approach brings together all marketing elements in order to achieve harmony and push a single message no matter the channel of communication. It follows the customer on all platforms, whether digital, social, traditional PR, out-of-home, or search, as the process goes through various stages from building awareness, generating interest, educating, retargeting potential customers and on to the final step of consumer purchase.
“The new communication challenges and obstacles native to the Internet era have driven brands to rethink their strategies and come up with a fresh, integrated approach to connecting with consumers, and thus have led us inevitably in this direction,” El Boutary says in a statement. “It’s no longer a matter of getting published in traditional media. Companies now require a cohesive methodology that encapsulates the entire marketing spectrum, from PR and creative all the way to social and digital, to ensure that brand messages truly resonate with customers, both current and potential.
“This is now the only way to capture the audiences’ ever-reducing attention span in the digital age. It’s all about taking the message to wherever the consumers are – and that means a social and digital strategy that incorporates all our learnings from traditional communications,” he adds.
El Boutary joins BUZ with previous experience in regional and global agencies in the fields of marketing and advertising, specializing in the automotive industry. In his most recent role, he headed the retail unit of Chevrolet across the Middle East at Commonwealth McCann in Dubai. Previously, he was with MullenLowe MENA.