Ogilvy launches specialist Muslim division

Ogilvy & Mather has launched a global branding practice that will specialise on Islamic branding.

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Ogilvy Noor, will be led by branding exerts based in “key Muslim markets” in Asia, the Middle East, Europe, including a London hub, and North Africa.

It has been set up to offer practical advice on how to build brands compliant with Shariah principles that appeal to Muslim consumers, globally.

The agency group says the Muslim consumer market of 1.8 billion people is the next important and “largely untapped” opportunity adding that the halal market is worth a $2.1 trillion a year and is set to grow to $500bn a year due to the growth of the Muslim population around the globe.

The team includes Nazia Hussain, Director of Cultural Strategy at Ogilvy & Mather Worldwide,

Tanya Dernaika, strategic planning director, MemacOgilvy Group, Zayn Khan, regional business strategy director at Ogilvy & Mather South and South East Asia and Shazia Khan, associate planning director at Ogilvy & Mather Pakistan.

The multidisciplinary group has also developed a research paper with TNS on “on how to forge stronger bonds with the new generation of Muslim consumers” through every aspect of branding.

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