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The Network Communication Group and BrandTribe partner  to launch a new branding practice within the group

The Network Communication Group and BrandTribe partner to launch a new branding practice within the group

Thursday, October 18, 2018/ Editor -  

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Dubai, UAE, October 18, 2018:  The Network Communication Group, one of the leading communication agencies in the region, announced today a joint venture with BrandTribe, the branding and design agency known for creating iconic brands, to launch a new branding practice within the group, catering for both agencies’ clients across the Middle East Region and North Africa. 

The joint venture practice, combines The Network Communication Group’s industry-leading media, advertising, public relations and social media expertise with BrandTribe’s extensive branding knowledge, to bring clients a full-fledged integrated communication service in a one-stop-shop. BrandTribe will be headquartered in The Network Communication Group’s Beirut office with presence across the GCC and MENA countries. 

The Network Communication Group is a holding company created to host the group’s diverse communication practices that serve local and regional clients, thereby answering the needs and challenges of the evolving communication landscape and providing holistic, integrated communications and marketing solutions. It started in 1997 with the creation of AGA ADK, the advertising practice and evolved with the addition of Pencell PR & Events in 1999, Wetpaint Creative Digital Solutions in 2007 and Equation media buying unit in 2013. The 21 years’ journey saw a host of clients across various industries from Corporate, Governmental, Tech and Automotive to Hospitality, F&B, FMCG, Beauty, Fashion and Luxury, among others.

“This joint venture brings an added value to The Network Communication Group and complements our public relations, social media, advertising and media buying services with effective branding solutions. Our clients now can benefit from all these services under one roof”, said Roger Sahyoun, The Network Communication Group Chairman. “We sought a branding partner with a shared commitment to creativity and innovation, and we found that in BrandTribe. We are thrilled to partner as we explore a new world of opportunities together”, he added.

Founded in 2016, BrandTribe is the brainchild of two branding veterans, Ibrahim Lahoud and Gloria Kaba, with a combined 35 years of experience in regional branding. BrandTribe creates iconic brands that rely on pragmatic strategies and a thorough understanding of the markets where it operates. Stemming from the belief that powerful brands develop tribes that bond people together creating a critical mass, BrandTribe strives to build external tribes among markets, as well as internal tribes within the organization.

“We found in The Network Communication Group a natural extension to our presence and services in the region, said Ibrahim Lahoud, Managing Partner at BrandTribe. Understanding how brands are built, nurtured and communicated is of paramount importance, and we are in complete sync, with the Group, about those values. We are thrilled about our partnership and look forward to work together in reshaping the regional branding and communication scenes.”

“Few are the companies that understand the difference between strategic branding and just design.  The Network Communication Group is endowed with the right vision and strategy we at Brandtribe always wanted to grow, added Gloria Kaba BrandTribe Managing Partner. Today, we became together an organic group that specializes in the different facets of the communication industry yet allows every company to practice its specialty the way it should be done. We are ready to higher the regional brands’ standards.”

BrandTribe will continue to operate with the same name and brand identity and will be joining its sister companies AGA ADK, Pencell, Wetpaint and Equation Media under the umbrella of The Network Communication Group.


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