Alternative
PR concept
Conservus scoops
for Pirzada
Red Herring award
Dubai firm hailed ‘new face of advertising’, follows in the footsteps of Google and eBay
By PAUL McLENNAN “Only a product that merges
DUBAI Digital marketing technology with entrepre-
company Conservus Inter- neurship is poised to generate
national has won the presti- immediate returns in today’s
DUBAI Former head of gious Red Herring 100 Europe markets that have been hit by
communications at Con- Award, whose organisers pre- the global economic crisis,”
cept Group, Naveed Pirzada viously recognised Google, says Kamal Nasser (pictured),
(pictured), has joined MBR eBay, and Skype as companies chairman of Conservus Inter-
Group to launch a new agen- that would change the way we national. “Awards such as the
cy called Alternative PR. live and work. Red Herring are essential for
MBR’s Alternative division Conservus, which special- technology start-ups to learn
was set up in 2004 to provide ises in digital targeted adver- about innovations in the field
advertising, web design, 3D tising, is the first company in and also to identify potential
animation, short films, mu- the Arab world to win the ac- synergies and areas for col-
sic videos—and now a PR colade, given annually to pri- laboration.”
service. vate technology companies in The executive director of
The nine-strong team pre- the EMEA region. The Dubai Dubai Media City, Moham-
viously handled accounts for Media City-based firm was mad Abdullah, adds, “The
the likes of Microsoft, Cisco honoured last week at the Red traditional advertising mar-
Systems, Samsung and Nike, Herring Europe 2009 Confer- ket is shifting and products
while working for former ence in Berlin. Red Herring such as those offered by Con-
agencies. For Alternative, is a US-based trade magazine servus reflect the new face of
their client list includes Stars that focuses on technology advertising.”
Dome Group, Trikke, Medi- and analysis. Conservus International
care and Bagnaresi Casa. Through its portal, Conser- hopes to expand its portal’s
Pirzada, managing direc- vus highlights services that reach internationally, mean-
tor of Alternative PR, says, are available in a single loca- community sectors. In so do- direct access to potential con- while, by entering into fran-
“We have had clients come tion and of high relevance to ing, the MyConservus portal sumers while generating rev- chise discussions with tech-
to us and say they want to the hospitality, business and also provides advertisers with enue from the ads. nology companies.
constantly keep in touch
with customers. In times like
these, people cannot afford
Google amends advertising criteria
to stop talking to their cus-
tomers—it’s going to be PR MENA Google has told users in a different company name or
that’s going to make much they will see more relevant ads trademark into the search box.
more of a mark.” Pirzada on the site’s sponsored links In the past, for example,
adds, “We are looking to ex- column, once changes have Pepsi could not use Coca-Cola
pand our strength and the been made to the search en- as a keyword. But, from June 4,
strength of our clients.” gine’s advertising policy. it can—meaning if a user types
Tabarak Razvi, MBR Group From June 4, advertisers will Coca-Cola into Google they
director, adds, “We strongly be allowed to select other com- may see a Pepsi ad. and advertisers. It means ad- The changes will bring the
felt that Naveed’s brand of pany’s trademarks as keywords. Joanne Kubba, Google vertisers can now put in their MENA region in line with the
PR would complement our This will mean Google users public affairs communica- competitors keywords and us- United States, Canada, UK and
alternative take on commu- will be able to see a certain tions manager, explains, “We ers get the opportunity to see Ireland, which have already ad-
nications.” company’s ads even if they type see this as a benefit to users more relevant ads.” opted the new policy.
10 MAY 2009 / 05
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