Is It The End of Face Painting and Spend and Win?

FEATURE

IS IT THE END OF FACE PAINTING AND SPEND AND WIN?

In 2020, the global pandemic impacted the theatrical and home/ mobile entertainment, as movie theaters and production studios temporarily closed. Since millions were quarantined and lock down was implemented, viewers were forced to stay home for their video entertainment. As the vaccine has rolled out all over the world, different industries which was hit much by the pandemic is opening slowly to a period of road to recovery.

The Retail People Magazine had a one-on-one interview with Carlos Candal, CEO of GMG who’s planning to bring a unique and experiential solutions to the MENA region.

Can you tell us a brief info about yourself, your company and what do you do?

I am the Founder & CEO of Global Marketing Group. I may say that I already survived and excelled in the industry for 32 years. GMG was founded in 1989 and it has grown to become one of the world’s leading merchandisers, production company, and an integrated events agency, with 14 offices around the world, it prides itself in providing unique and powerful solutions.

Global Creative based in Dubai is the latest addition to the GMG family of businesses. It was established in the UAE in 2016. I have asked Paul Hammond to join me as COO and acquired his Feel the Magic brand. Paul has experience in the retail and leisure industry and has conceived and created many projects across MENA and beyond. We’ve worked together for more than 30 years over multiple business genres and are both convinced of exciting times ahead. We are all driven by a clear vision and a distinct culture with a team of planners, creative minds, marketing professionals with local, regional, and international exposure. It uses the wider Global resources at its disposal, enabling the company to deliver award winning events and activities from around the world.

Carlos Candal

CEO Global Marketing Group Global Creative

That’s remarkable. Recently you celebrated 30 years of GMG, with a celebration here in Dubai. How did the company start?

One of my part time jobs as an eighteen-year-old was working at the box office, selling shows at the Pavilion Theatre and Bournemouth International Centre (BIC). I met the prolific theatrical producer, Paul Elliott, and he offered me a job. I saw an opportunity for theatrical merchandising, so we set up Global Marketing Group Ltd as the World’s first dedicated theatrical merchandise company in 1989.

Malls have faced a difficult time, the retail industry is resilient, and we see how it is bouncing back. The latest data shows that the Middle East retail market’s recovery is continuing. I have always been involved in destination marketing, creating a wow, creating the unexpected, bringing people together by capturing the imagination. The market is competitive. Creating a number one destination is the key to succeed. I believe that in a competitive market there must be a reason for the consumer’s visit. If it was just for a retail experience there is an abundance of choice, Malls are at the centre of the community, where the consumers feel a sense of belonging and part of something unique.

Do you see online as a threat to the retail industry?

Online is simple, one click and it is yours but let’s not lose sight of the fact that people love tangible, they are driven by experiences and emotions by visiting the physical destination it allows them to have a sensory experience. The Middle East malls are masters of the personalised in store shopping experience, it’s the ambience, decor and unique moments that attract this which you cannot get online.

What do you think makes the difference with GMG and what is unique about your company?

In Dubai I have strong, experienced, creative thinkers, and retail storytellers. We have some unique concepts, and I am excited at the future possibilities. Brand Loyalty is not as strong as it was a decade ago, with consumers moving between Malls like never before, consumers want more than face painting and spend and win, of course there will always be a place for this, but we look forward to sharing our ideas and concepts with our clients.

What made you decide to expand into events and activities?

Global Creative is an expansion of our activities, a continuation of what we already do successfully, around the Globe. We have existing retail clients, and we’ve been working with Malls on activations and events in Asia Pacific for some time.

Paul Hammond

COO Global Creative

How does Merchandise and Event Management work together?

The Art of Banksy Exhibition is an example. Currently we are exhibiting in London, this gave us the unique opportunity to develop an extensive merchandise range to best showcase some of the most iconic works of undoubtedly, one of the most controversial and powerful artists of our time. GMG Merchandise products were bought by thousands of Banksy exhibition goers in Melbourne, Amsterdam, Tel Aviv, Auckland, Toronto and now London as well as Chicago.

As we end, what would you like to leave as your final thought to our readers?

Are you managing a Mall or a destination?

Let GMG work with you to create a destination retail and event experience where customers Expect the Unexpected. For more info, visit www.globalcreative.ae