Omnicom’s cultural intelligence and foresight consultancy sparks & honey has expanded into the Middle East with the opening of an office in Dubai.
Omnicom’s cultural intelligence and foresight consultancy sparks & honey has expanded into the Middle East with the opening of an office in Dubai, following the rebranding of Omnicom Media Group’s local research agency. Until recently, it was part of the Hall & Partners network.
Sparks & honey MENA will build on this regional expertise of more than two decades, as Omnicom Media Group’s first research agency was formed in 2004. It became Hall & Partners MENA in 2015.
By integrating the expanding sparks & honey network, Omnicom Media Group’s research capabilities will now include a broader range of services and technologies, notably in the field of cultural intelligence and foresight. These purpose-built solutions are designed to help brands identify the cultural trends shaping the future and their impact on brands.
In addition to uncovering emerging trends and market segments with sparks & honey’s Q Cultural Intelligence, the Culture Engine in Omnicom’s marketing orchestration platform Omni, the consultancy is also offering comprehensive quantitative, qualitative market research and analytics solutions. Its Brand Intelligence Tool, a locally developed system being implemented globally, is a powerful always-on brand tracking system.
Chady Debs will be the general manager of sparks & honey MENA.
