To The Point extends focus to Dubai

The appointment marks a shift in the London consultancy’s policy of only operating within the M25 for the sake of efficiency.

Managing director Simon Hutton reasons that overlapping working weeks and long-distance communication make the work feasible.

‘In the Middle East their weekend is Friday and Saturday,’ he explains. ‘That means we can get a final briefing on Thursday, complete work on Friday and they have Sunday to review it. Monday is a debrief.’

Hutton, who will continue to focus most work within the M25, believes that it makes good business sense to work in other markets.

He says, ‘The opportunity to extend our reach to a marketplace that is very active was ideal given the current outlook for business next year.’

To The Point was appointed yesterday on the strength of a modified logo, new colour palette and styling template which were completed in November for Evolvence Capital.

This initial business was won on credentials in September, when To The Point was selected over consultancies from London, New York, Dubai and Mumbai.

Hutton says that work will begin in the New Year and To The Point may be working with other brands connected to Evolvence Capital.