Dubai-headquartered Traffic Digital has launched a content division as part of its expansion strategy into new online business services.
Traffic Content is to be led by managing director Mark Williams, who arrives from DDB, where he led the Emirates Sky Cargo account.
Dominic Gothard, CEO of Traffic Group, said the creation of the new division will be the first of many additions.
“We’re in our fifth year now; the business has grown into a tremendously strong web development and e-marketing company with over 75 staff, but now is the time for us to become more integrated in our offering and adding a specialist content service is an important part of that process,” said Gothard, one of the original founders of independent ad agency Face to Face.
Williams added: “Traffic Content will bring together the conceptual, creative and strategic thinking behind great advertising and the engaging relevance of classic editorial storytelling. It’s a crossing-over of industry expertise and thinking that advertising creatives or journalists can’t easily do.
“The mindset is different. In digital no one wants to be hard sold. We avoid advertising as much as we can, so an advertising approach can be very limiting. Yet on the other hand few reporters really understand how to communicate for a brand, that there’s a commercial objective behind every communication – that the needle has to move.”
Traffic Digital was launched in 2009 by chairman and owner Johnny Huntington. It has a wholly-owned production facility in Pakistan, as well as operations in Qatar and London.