North East creative agency breaks into the international market

Newcastle based creative agency, Cravens, has expanded with the opening of an office in Dubai after winning its first UAE client.

The company was tasked with the launch of new fashion watch retailer, 1915, from Ahmed Seddiqi & Sons, into the Dubai consumer market. The brief was to appeal to the fashion followers of the nation and to tease them with the arrival of a new fashion brand, building up to the launch of the first stores in Dubai, Abu Dhabi and Fujairah.

Steve Carroll, creative director at Cravens, said the thought behind the campaign stemmed from the idea that you can have more than one watch in your collection, matching them to outfits and occasions.

He said: “The campaign was carried out in two phases: a teaser and then the reveal. We created an eye-catching visual of fashion models with super long arms, which were empty during the teaser phase, accompanied by the headline ‘our time is coming’. We displayed these images on some fantastic posters on a high level bridge, as well as in key fashion titles.

“Closer to the launch of the store the ads and posters changed to reveal the range of stylish watches and the line ‘our time has come’. The campaign had the feeling of creating a fashion movement – the ads looked stylish and intriguing and, backed by social media activity, created a buzz around the store launch.”

The visuals for the ad were shot by award-winning North East fashion photographer, Mark Westerby, and fashion models wearing the season’s hottest looks. Poses were also shot in different styles to work with the fashion seasons throughout the year, keeping the campaign fresh and current.

Mr Carroll added: “We are very happy with the resulting campaign, and feel it really reflects the style of the brand and appeals to the market we were aiming for.”

Phil Coverdale, managing director at Cravens, is delighted about the company’s expansion. He said: “The opening of the new UAE office gives us a fantastic opportunity to apply our skills on a wider international scale.

“The marketplace in the North East and the rest of the UK may be tough at the moment; however the talent in the region, and at Cravens, has never been better.

“Our new venture in Dubai is a key part of our plan to continue to develop work that is professionally and commercially rewarding.”

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About Us

We are a creative communication agency based in Newcastle upon Tyne. We come from a variety of backgrounds including advertising, design, technology and marketing. But we all share the same passion: great ideas. You can find out more about our people and what makes us tick by following @cravens on Twitter, join our group on Linkedin or take a look behind the scenes on Facebook. What we do We produce powerful ideas and campaigns that demand a positive response from the consumers and communities with whom our clients communicate.Our work may take the form of brand strategy, design, digital or advertising but the start point is always the response our creativity needs to deliver and not the channel or technology through which it is expressed. We work flexibly with our clients and are just as happy working on a specific project brief as being a full service creative partner.Our sister PR agency Hundredth Monkey helps us spread the word for our clients and is based in our Newcastle office. How we do it We keep focused on three things:The response - What do we want people to do?The consumer demand we create – Why should they buy/feel/visit/do?The creative answer – how we make it happen