BWM challenges the market with a work guarantee

In response to the downturn in many global economies and the knock-on effect being seen in the UAE, the agency is seeking to challenge the leading brands of the UAE to ensure that they are getting the right ROI from their agency partners.

BWM's Managing Director Anthony Dalton said the initiative should be a positive move for the reputation of the industry as a whole, taking on the economic downturn head-on "Many businesses have seen incredible growth in the UAE with success stories across most industries, especially property. But much of this success has been gained form organic growth of the market rather than through brave and truly 'value adding' work from creative agencies" he said.

"Great brands have always seen times of change as great opportunities. And their agency partners need to help them take advantage of these opportunities by sharing the risk. BWM has a string of global effectiveness awards, we're confident in what we do. And it's time to put our money where our mouth is," he added.

Labelled 'The work works. Guaranteed.' the new BWM deal offers to pay back all agency fees to clients if the campaign doesn't work to agreed success criteria - as long as the clients take the advice of BWM with their strategic and creative decisions.

BWM's Executive Creative Director John McCabe said that far from being a risky financial move for the agency, it made perfect sense "We've worked for all the top global brands across the toughest markets from New York, to Sydney and London. In those markets, you simply can't get away with work that doesn't work" he said.

"We know that big ideas work harder. So we're asking the bravest marketing directors of the most ambitious brands to work with us, to listen to our advice and create something that works much harder," McCabe added.

BWM are selecting an exclusive list of projects for their offer and they plan to have the list finalised by the end of December.