Coal face - Marketing communications

Coalface is a Dubai-based full service marketing communications agency established in October 2004.

The agency is driven from a strategic brand perspective, which allows us to produce relevant (yet unexpected), fresh "out of the box" solutions.

We believe that successful marketing communications are better achieved through the application of knowledge, insightful interpretation, a solid understanding of your consumers and target market, a cohesive plan and a thought through strategy.

We are, deliberately, a medium size agency because from day one, our main objective was that the partners remain involved with all of our clients.

We have nurtured a small company mentality so that every member of our cosmopolitan, multicultural agency team is aware of (and involved with) our clients as and when required - this, we firmly believe, delivers a collective strength and advantage.

For us, the most critical stage in every new client relationship is understanding the brand and getting the brief right.

A correct brief saves time and money for both Client and Agency, ultimately resulting in better, more effective work.

To achieve this we operate (across all Clients) the following better working practice process: The first stage is, in collaboration with our Client team, to complete a SWOT analysis that identifies our point of difference in the competitive market environment.

Once this is complete and agreed, we are in a position to drill down and develop a Brand Map - a clear explanation of who and what we are and where we are trying to go.

The final stage of our procedure is to prepare the Creative Brief and Strategy.

These three stages essentially complete our briefing and brand education, so that we understand the competitive battlefield, the real opportunities and direction to take.

We operate locally, regionally and internationally.

At the heart of our service offering is the ability to identify an appropriate package of integrated, innovative and cost-effective marketing communication channels.

We do this by developing a full understanding of your products and/or services, your competitive point of brand differentiation and insights into your target consumers, then identifying the communication channels that reach them in the most direct, relevant, impactful and appealing way and by constantly seeking innovative ways in which to add value to the marketing communications mix.

Typically, the services we offer may include any (or a combination of) the following above and below the line examples:

Advertising
Adaptation into languages other than English
Branding
Brand Strategy
Corporate Identity
Creative Design
Direct Mail
E-Marketing
Event Planning & Management
Gifts & Giveaways
Media Planning & Booking
Packaging
Print
Product Launches
Promotional Concepts
Public Relations
Roadshows
Website Design & Development

Tim Mousell - Managing Partner
With over 30 years experience in the media, advertising, and communications industry, Tim has a wealth of experience in diverse market environments.

Before moving to Dubai, he was a board director at Saatchi & Saatchi in London, managing brands including IBM, Vodafone, BP, DHL, Plax, TCP and Du Pont de Nemours.

He helped set up Saatchi & Saatchi's UAE operation in 1992, becoming MD in 1998 and working on accounts such as Eppco, MashreqBank, Showtime, Matsushita, Mazda, Shell Markets Middle East, Xerox Emirates and VISA.

He was also a member of the management board at Intermarkets (a Saatchi & Saatchi affiliate), heading the agency team working on Canon, Nissan Middle East, TAG Heuer, Rothmans, HSBC, Cussons, Jergens and Tetrapak.

Immediately prior to the birth of Coalface, Tim was GM of gmasco, the Al Futtaim Group's in-house agency, with clients including Toyota, Lexus, Honda, Volvo, ABN-AMRO, Panasonic, Toshiba, Toys R Us, Marks & Spencer and Ikea.

Neil Tyrer - Creative Partner
Before moving to Dubai to handle the Toyota and Lexus account in the UAE, Neil (who started his career as a trained graphic designer, and has over 35 years of advertising industry experience, both on the creative and account handling sides of the business) spent 8 years at BDH in Manchester.

His client portfolio included Visionhire, Focus DIY, Cussons UK, Ravensburger Toys, Lewis's Department Store, Matalan Discount Store, Manchester United FC, Index - The Catalogue Shop, Britannia Building Society, Henkel DIY Products and The Co-operative Society.

This was followed by 2 years at the NSPCC, a prominent UK charity organisation, where he helped establish an agency style fundraising function, handling supporting organisations including Vauxhall, Pizzaland, Sainsburys, Monsanto, TNT Express, Littlewoods Lotteries, Index The Catalogue Shop, Blackpool Pleasure Beach, Green Flag National Breakdown, Disney, Europ Assistance, Hamleys, Columbia Tristar Home Video and Somerfield Supermarkets (for whom he established an in-house charity).

As Client Service Director of gmasco, he worked closely with Tim in running the agency, and from that relationship sprang Coalface.

Coalface Marketing Communications

Regional Headquarters –
PO Box 504641
Office # G16
Building # 4
Dubai Media City
Dubai
United Arab Emirates

Tel: +971 4 3916676
Fax: +971 4 3661076
e-mail: info@coalfaceme.com