“A rise in technology in marketing will necessitate the need for new role creation – professionals that are solely responsible for creating seamless experiences via interconnected systems. These ‘System Architects’ will be well versed in multiple disciplines, and will know how to collect and connect data to create contextual channel experiences.” Said URSULA WINZEL – FOUNDER & CEO OF BALCONY 8.
We interviewed her to know balcony8 better and what are her thoughts on the broad-spectrum advertising and marketing space in the region.
Here’s the complete Q&A
MediAvataar: What is your vision for balcony8?
Ursula: balcony8 was born out of the insight that clients thrive in robust marketing eco-system that are not only synergistic, but yield results. And managing multiple agencies to ensure effective cross-collaboration often proves to both cumbersome and inefficient.
balcony8 solves this conundrum by providing all the core disciplines clients may need – seamlessly, effortlessly and with heavy focus on results. In this way, we assist clients to plot their path to ‘true-north’ efficiently, and with a minimum amount of fuss.
MediAvataar: How would you describe the digital landscape of the region?
Ursula: Regionally, brands have begun to embrace a veritable explosion of digital channels, each representing an incredible array of opportunities. As one of the most connected regions in the world with an incredibly young population eager to embrace new technologies and platforms, the region is poised to not only follow global trends, but create them.
MediAvataar: What differentiates your firm in its approach to its work?
Ursula: We have an incredibly human approach to how we do things at balcony8.
Whether it’s a financial proposal or a fully fledged creative campaign, we make an effort to inject “designful-thinking” into everything we do. That means we make a special effort to activate as many senses as possible, to play to human beings’ sensorial nature. Most importantly, our clients know that we do not put pen to paper without understanding what success smells like to them.
MediAvataar: We are competing against a whole range of communication specialists – from social and advertising agencies, to in-house teams and freelancers. How do you stand out to win the pitch?
Ursula: Well its ‘pitch-ageddon’ at the agency at the moment! The fact that we’re a hybrid agency gives us an immediate advantage. Clients feel a sense of relief when they arrive needing the services of one (or a few) disciplines and then discovering that multiple disciplines are on offer. Having everything under one roof gives them and enormous amount of confidence.
If you touch a butterfly too many times, it stops flying. Brands are no different. With our progressive agency model, the brand’s fundamental DNA remains intact, instead of defragmenting and getting lost in translation as it’s disseminated across multiple ‘core competency’ firms.
It’s never easy to take on someone else’s work and connect with it authentically. This being said, we also do embrace existing relationships with other agencies should they already be in place. There is nothing more shortsighted than an awkward agency standoff in front of a client – so we’ve also turned that on its head and make a point of collaborating effectively.
At the end of the day, the only thing that matters is the client’s success.
MediAvataar: What’s the secret to attracting the best talent and keeping clients happy while balancing the books?
Ursula: Hands down, this is down to company culture. If there is a hint of politics in the making I am personally there with a metaphorical AK47. At balcony8, we are a family and we believe in family first. Every member of our team has been cherry-picked against criteria that make them what we like to call an ‘Eighter’. Finding and maintaining harmony is a non-negotiable. The bar is set high for balcony8 teams, and our success is down to ensuring that we treat our employees like human beings. This also means encouraging and facilitating a healthy work/life balance which solicits a win-win for all.
MediAvataar: What has been one of your most a) gratifying and b) bizarre experiences so far?
Ursula: Transforming an old gallery in Al Quoz into a functional agency space was definitely gratifying, and I pinch myself every morning when I arrive to our office.
I would also say that assisting two entrepreneurs with a dream and creating the brand of Tom&Serg was an incredible experience for our team and a real platform for us to showcase our multi-disciplinary ability. Another very gratifying (and humbling) recent experience was signing Meraas retail for the second year after a very strenuous pitch where they were testing market value and creativity.
Dubai is filled with bizarre experiences! It is a vibrant and dynamic metropolis, and it never fails to surprise.
MediAvataar: Where do you see the future of creative marketing, and communications heading?
Ursula: A rise in technology in marketing will necessitate the need for new role creation – professionals that are solely responsible for creating seamless experiences via interconnected systems. These ‘System Architects’ will be well versed in multiple disciplines, and will know how to collect and connect data to create contextual channel experiences. At balcony8, we’re starting to see a need for this role, especially in light of our multi-disciplinary service.