The three-day BPG Camels, hailed as the agency's best offsite to date, brought together 154 attendees representing 35 nationalities across seven markets, reinforcing BPG's commitment to diversity, integration, and innovation.
Avi Bhojani, Group CEO, BPG Group said: “Culture is more than just words on paper. From collaboration without ego to embracing innovation and staying client-centric, we’re reminded that ideas have no seniority; everyone brings something valuable to the table. In the age of AI, we continue to push together for excellence, celebrate success, and stay human by design.”
BPG Camels fostered cross-discipline creative brilliance, highlighting BPG's ‘digital-first, integrated by intent’ positioning. Eleven teams tackled as many creative briefs, highlighting their ability to generate high-impact campaigns under pressure.
Toby Hoare, global client lead for Unilever at WPP and BPG board member, said: “Awards validate creative thinking, foster ambition, attract and retain top-tier talent, and build client trust. They also enhance brand reputation, with creative brands achieving 2.4x higher income growth over five years.”
Building on an impressive 50% growth in 2023 revenue, BPG is setting ambitious goals for 2025. The offsite showcased the agency's potential to achieve these targets, focusing on high-stakes creative challenges evaluated by a jury of industry experts: Sonal Dabral (founder creative consultancy, Tribha and former CCO/chairman of Bates Asia, DDB India, Ogilvy India, Malaysia, and Singapore); Mariagrazia De Angelis (general manager at Landor MEA); Dominic Stallard (founder, The Experience Makers); Clark Williams (director of Marketing and Communications – NEOM/Trojena) and Ravi Rao (former CEO GroupM, Mena and strategic advisor to BPG).
The offsite also underscored the critical role of culture in talent attraction and retention. As the industry grapples with hybrid work models and evolving employee expectations, BPG’s cohesive culture stood out.
Darius Labelle, president, BPG UAE, added: “At BPG, we recognise the importance of creating a deliberate process that allows our teams to not only generate ideas but also refine and elevate them into meaningful solutions. Drawing from John Cleese's concept of 'Open and Closed' states, we make intentional space for both exploration and execution."
With its multidisciplinary approach, emphasis on collaboration, and a surge of fresh ideas, BPG is poised for global industry recognition and a successful 2025.
Williams stated that "nobody does ‘culture’ better than BPG, which continues to attract and retain excellent people who eventually become some of the agency’s biggest advocates.”
Stallard: “The BPG offsite was more than just an event – it was the start of a cultural movement. The agency is well on its way to major industry recognition.”
De Angelis: “It was an inspiring event – in just six hours the competing teams were able not only to come up with exciting ideas but also package them in a compelling way.”
Rao: “BPG’s commitment to fostering a thriving company culture - both in workplace and through their off-site events has been key to their sustained success.”
Dabral: “What stood out for me, was the remarkable volume and quality of ideas generated in such a short time, driven by a powerful spirit of collaboration.”
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