New agency promises to sweeten regional brands

Brainchild, a new boutique brand consultancy, was launched last night at a ceremony held at Madinat Jumeirah, Dubai, in the United Arab Emirates.

Under the creative watch of former tmh brand director Marc Cox, the business focuses on brand development strategies for corporations undergoing rapid regional growth.

‘We focus on both the creation of bespoke identities and the development of existing brands to keep pace with real change,’ said Marc Cox.

‘We measure a brand’s success. Look at how it interacts with its sub-brands. Do competitive analysis. And then bring the full weight of our wide collective regional experience to bear on deploying those brands.

‘This entails using techniques that span not just the creation of iconic design and imagery, but strategic marketing and public relations.’

Cox said this new approach to brands would allow increased interactivity between audiences and ‘ultimately create a more engaging brand product’.

Brainchild is headed by Ashley Northcote, founder of 7Days newspaper, who will take the role of managing director. Monia Haidar, also formerly of tmh, takes on the role of creative director. Inge Donker, formerly of gsFitch, has been appointed to the position of business strategist.

Northcote said: ‘With branding becoming absolutely central to a company’s marketing and sales process, Brainchild’s accountable and consultative approach to the client offers them a new, far more strategically creative product to sit alongside their traditional advertising and public relations strategies.’