The advertising industry in Bangladesh has grown highly competitive in recent years. Every passing day, the competition gets even more intense with new service providers aspiring to cater to a growing number of brands in the lucrative market. Many succeed, while others don’t.
So, what has made the entrepreneurs who are successful, successful? And what is the secret behind sustained success? These were among the questions that the partners at Roebuck Communications, a rapidly rising star in the competitive industry, addressed.
Roebuck Communications officially started operations on December, 2016. Now working in an impressive setup with a growing number of employees, the young partners, most of who are in their late twenties or early thirties, used to work from the balcony of a local café since 2016. A full service creative agency, Roebuck offers services such as advertisement, brand strategy, conceptual designs, content development, IT services and productions. Despite being relatively new in the industry, the agency already boasts a number of clients from different industries. Some of the most prominent brands they have worked with include Uber, Sylhet Sixers, ACI, Pran, Microsoft, etc.
“Besides working with established brands, we enjoy working with relatively new brands which are looking to penetrate into an industry and develop a customer base. Starting from building a brand identity, to developing a brand strategy and reaching customers through the digital and traditional mediums, we offer support in every branding strategy,” says Reehan Rahman, one of the founding partners.
The other partners include Jon Kabir, Tawfiqul Islam, Quazi Zulyadain Islam, and Afraad Ahmed. Together, they have established Roebuck Communications as a sought after creative agency for local and international brands.
What’s the secret behind their success? Tawfiq and Zulyadain explain, “All of us partners have the experience of working in different industries. Each of us has unique capabilities and our own network, which created a synergy when we started working together. Most importantly, we share a common goal, and have a clear and realistic idea of how to get there.”
Zulyadain sheds light on the secrets to sustained success: “One word – research. Intensive and continuous research feeds you with pertinent knowledge about the industry, your clients, and their customers. It also helps you innovate by providing you with ideas, enabling you to stay a step ahead of the rest. It’s one of our secrets to coming up with unique approaches that help to solve the problems that our clients wish to address.”
Tawfiq continues, “Staying passionate about your job is important, too. You have to have an insatiable thirst to explore into newer territories of ideas. Also, having the right mix of partners and a group of people working for the organization is vital.”
The opportunities and challenges of working in the industry come hand in hand, Tawfiq says. “The challenge is that competition in this sector is intense, with so many service providers to choose from. However, the opportunity is that due to the growing economy of Bangladesh, the number of brands who seek the services of a creative agency is also growing bigger. There is always a brand whose requirements will resonate with the solutions that you have.”
In this industry, it is important to retain clients, especially as the competition is high. But how does one ensure retention?
“Simple, offer your client effective solutions to their problems, and be there for them when they need you. For example, when we worked with a new jewellery brand, we took a different approach to grabbing the customers’ attention. Instead of using models for the jewellery, we presented each jewellery item as a ‘person’ in our designs, which captured the imaginations of our clients, and the campaign was eventually a success. While working for Sylhet Sixers, we worked day and night with the client to achieve a target in two months which is supposed to take at least six months. We are there for the clients whenever they need us. Creating an aura of reliance around you is very important,” says Tawfiq. Roebuck’s growing list of clients vouch for the fact that he knows what he is talking about.
Talking about their future plans, they share their aspirations to gradually take their brand international. Also, they are working with their partner concern Deafrip Entertainment pursuing a fresh take on video productions, and are planning to launch a first-of-its-kind content marketing platform in Bangladesh, Buckroom, within the next few months.