Branding consultants, gscs (gregg sedgwick. creative strategy), has claimed the top position in UAE within the branding and design sector.
Formed by Gregg Sedgwick in 2002, the company has grown form 4 people to 40. Of the total staff count, 27 are creative or technical staff.
WPP's Landor is the second largest with similar numbers but with many on short term contracts. WPP's EnterprisIG is third with 30 people, half of whom are creatively based. For some time, gscs has been the largest independent group but now overtakes its international competition.
Growth is not without its challenges and Sedgwick cites 'office space' as one of the primary impediments to growth: 'Media City is a fantastic place in which to operate but demand for space is high - this means we have to wait for more buildings to be completed before we can employ more people,' he said. DMC links visa allocation to floor space rented in order to ensure appropriate space/personnel ratios.
Sedgwick also suggests gscs; 'could easily be 60 or 70 people if space in Media City was available. Increasingly, we find that people want to work with us and spend a few years in Dubai.'
Commenting on the trend toward sourcing branding and design services from the UK and the US, Sedgwick believes that: 'many clients are misguided in their belief that 'if it comes from abroad, it must be good'. We often get asked to rectify work which was commissioned abroad and fails to meet the expectations of regional clients. Building a strong team based in the region is both difficult and rewarding - without a commitment to localizing talent how can we properly our clients who are taking their brands to an international stage.'
Sedgwick predicts further growth for gscs and other brand consultancy's based in the UAE. 'The market is buoyant and client expectations are increasingly high - that means employing and retaining the very best people and creating an environment conducive to great work,' he said.
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© Press Release 2006
