bibigo hands GCC experiential and shopper marketing to PurpleGlo.
Korean food brand bibigo has appointed Dubai agency PurpleGlo to run its experiential and shopper marketing across the GCC after a competitive pitch. Early work will include tie-ups with quick-commerce platforms such as noon Minutes.
PurpleGlo's remit covers strategy, creative, social, influencer marketing, retail and brand activations. The idea is to connect what shoppers experience in person with activity on social media, to build awareness, engagement and sales across the region. Alongside the quick-commerce work, the agency will work with local partners to introduce consumers to Korean food culture.
bibigo is owned by South Korea's CJ CheilJedang, which calls the GCC a strategic growth market. Henry Kim, chief representative of the CJ Foods Dubai office, said Korean food and lifestyle are gaining momentum in the region and that the aim is to make Korean food part of everyday meals. For PurpleGlo, the account adds to its FMCG roster and follows a relaunch of the agency and a wider offer across strategy, creative, experiential, immersive technology and digital. Chief executive Daniel Andrews described the job as turning the energy of Korean culture into consumer experiences in the Middle East.
Campaign Middle East's report, published on 23 October, does not give the size of the account, which GCC markets come first, when the first activations launch, or which retailers beyond noon Minutes are involved. It also doesn't say whether bibigo has separate media or creative agencies in the region.
For marketers in Saudi Arabia and the Gulf, the brief is a sign of how K-culture brands are moving from specialist shelves into everyday shopping, and of quick-commerce apps becoming a sampling and launch channel in their own right rather than just a delivery route.
لماذا يهمّك
A major Korean food brand is building Gulf demand through quick-commerce and in-person experiences rather than media alone.
أخبار رائجة ذات صلة.
McDonald's ends its 32-year FIFA World Cup sponsorship
McDonald's is ending its FIFA World Cup sponsorship after 32 years, Adweek reported on 23 October. The move follows a 2026 World Cup campaign that the company's own finance chief said fell short of expectations.
لماذا يهمّكOne of sport's longest sponsorships is ending because the brand thinks its own assets now work harder than a borrowed tournament.
Dubai advertising school RAY graduates its first 25 students
RAY, which bills itself as Dubai's first dedicated advertising school, has graduated its first cohort of 25 students. Their final brief was Coca-Cola's global "The World Will Wait" platform, Communicate reported on 23 October.
لماذا يهمّكPractitioner-led courses with real briefs are becoming a talent pipeline for Gulf agencies, taught by creative leaders from the big networks.
Omnicom says IPG integration is almost done, $900m savings on track
Omnicom says its integration of IPG is substantially complete, nearly a year after the deal closed, and that it is on track for $900m in cost savings this year. Third-quarter revenue grew 7.2% organically to $6bn, excluding businesses held for sale.
لماذا يهمّكThe merged group says the disruption is mostly behind it, with media driving growth while creative revenue slips.
