How Develovent’s Coragency Model is Redefining Advertising: A Conversation with Develovent Network VP Ramy Emad
- Nada Armanious
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In a rapidly evolving advertising landscape, where innovation and adaptability are essential, Develovent has carved out a distinct space for itself. Founded by a former clinical pharmacist turned strategic planner, Develovent was born from the vision to bridge the gap between agency creativity and corporate structure. The agency has since grown into a remarkable force in the Middle Eastern market, offering a number of advertising services while crafting a new approach with its Coragency model.
In this interview, we sit down with the founder of Develovent, Ramy Emad, to explore the inspiration behind the agency, the unique strategies driving its success, and the bold plans for its future. From merging agency and corporate cultures to staying at the cutting edge of innovation, Develovent’s journey tells you all about the power of a well-executed vision.
In this interview, we sit down with the founder of Develovent, Ramy Emad, to explore the inspiration behind the agency, the unique strategies driving its success, and the bold plans for its future. From merging agency and corporate cultures to staying at the cutting edge of innovation, Develovent’s journey tells you all about the power of a well-executed vision.
What inspired you to create Develovent, and how did you come up with the concept of merging agency and corporate cultures?
Let me take you through my journey from the start. I began my career as a pharmacist, graduating in Clinical Pharmacy, but I soon found my passion in advertising. To facilitate this transition, I pursued further studies in strategic planning in the UK and began working as a freelance strategic planner, collaborating with various multinational brands and agencies.
In 2016, I founded Develovent with a clear vision—to create something unique in the market. My focus was on internal brand development rather than just generating creative ideas. The name ‘Develovent’ reflects this, combining the words ‘Development’ and ‘Venture’ to embody our mission.
I noticed a significant gap in the advertising industry, where there was a distinct divide between well-structured corporate environments and the dynamic nature of agencies. To bridge this, I developed the Coragency Concept, which merges both worlds. To strengthen our approach, we brought on board Dr. Emad Abdelmoniem, a seasoned expert with 30 years of experience in multinational corporations, whose insight has been invaluable in refining our strategies.
How do you ensure that Develovent remains innovative and ahead of trends in such a competitive advertising landscape?
After implementing the Coragency approach in 2020, we focused on acquiring top talent to build a team of experts that would elevate our capabilities. To stay innovative and prevent complacency, we introduced the Develogram, our internal development program designed to ensure continuous growth for our team members. This program covers both soft and technical skills, offering fully funded courses tailored to specific roles, encouraging personal and professional development.
We also pride ourselves on being one of the first agencies to integrate CGI and leverage AI in our projects. By consistently adopting new technologies and refining our workflows, we’ve maintained a position at the forefront of the advertising industry
Can you walk us through the development of Develovent? How has the company evolved since its inception?
We began our journey in 2016 as a small digital marketing startup, operating out of a coworking space. In those early years, we focused on building a client base and delivering success stories, which laid the foundation for our growth. By 2018, we expanded by launching our ATL arm to offer Above-the-Line services, followed by the introduction of our BTL arm in 2019.
A major turning point came in December 2019 when we brought Dr. Emad Abdelmoniem on board. This marked the beginning of a significant transformation, as we evolved from Develovent advertising agency to Develovent network, introducing the Coragency concept in 2020.
By 2021, we had solidified our position as one of the top 10 agencies in Egypt and one of the top 50 in the Middle East. Between 2021 and 2023, we received multiple global awards and moved into our new headquarters in Fifth Settlement. Our international expansion also took off, with businesses established in Kuwait, KSA, Jordan, Iraq, Libya, and Berlin (via virtual operations), and in 2023, we proudly launched our first overseas office in Dubai.
What are the key factors that have contributed to Develovent’s success in the competitive Middle Eastern market?
The Coragency concept offers substantial benefits to our clients by utilizing a well-structured system backed by comprehensive policies and standard operating procedures. This ensures that we deliver real, consistent value, which is central to our new tagline. Our team of dedicated experts upholds the highest levels of professionalism, while also focusing on building strong, lasting relationships through genuine rapport.
This approach not only elevates the quality of our service delivery but also significantly enhances retention rates for both employees and clients. By fostering a stable and committed workforce, we minimize turnover and maintain a strong sense of continuity in everything we do.
Let me take you through my journey from the start. I began my career as a pharmacist, graduating in Clinical Pharmacy, but I soon found my passion in advertising. To facilitate this transition, I pursued further studies in strategic planning in the UK and began working as a freelance strategic planner, collaborating with various multinational brands and agencies.
In 2016, I founded Develovent with a clear vision—to create something unique in the market. My focus was on internal brand development rather than just generating creative ideas. The name ‘Develovent’ reflects this, combining the words ‘Development’ and ‘Venture’ to embody our mission.
I noticed a significant gap in the advertising industry, where there was a distinct divide between well-structured corporate environments and the dynamic nature of agencies. To bridge this, I developed the Coragency Concept, which merges both worlds. To strengthen our approach, we brought on board Dr. Emad Abdelmoniem, a seasoned expert with 30 years of experience in multinational corporations, whose insight has been invaluable in refining our strategies.
How do you ensure that Develovent remains innovative and ahead of trends in such a competitive advertising landscape?
After implementing the Coragency approach in 2020, we focused on acquiring top talent to build a team of experts that would elevate our capabilities. To stay innovative and prevent complacency, we introduced the Develogram, our internal development program designed to ensure continuous growth for our team members. This program covers both soft and technical skills, offering fully funded courses tailored to specific roles, encouraging personal and professional development.
We also pride ourselves on being one of the first agencies to integrate CGI and leverage AI in our projects. By consistently adopting new technologies and refining our workflows, we’ve maintained a position at the forefront of the advertising industry
Can you walk us through the development of Develovent? How has the company evolved since its inception?
We began our journey in 2016 as a small digital marketing startup, operating out of a coworking space. In those early years, we focused on building a client base and delivering success stories, which laid the foundation for our growth. By 2018, we expanded by launching our ATL arm to offer Above-the-Line services, followed by the introduction of our BTL arm in 2019.
A major turning point came in December 2019 when we brought Dr. Emad Abdelmoniem on board. This marked the beginning of a significant transformation, as we evolved from Develovent advertising agency to Develovent network, introducing the Coragency concept in 2020.
By 2021, we had solidified our position as one of the top 10 agencies in Egypt and one of the top 50 in the Middle East. Between 2021 and 2023, we received multiple global awards and moved into our new headquarters in Fifth Settlement. Our international expansion also took off, with businesses established in Kuwait, KSA, Jordan, Iraq, Libya, and Berlin (via virtual operations), and in 2023, we proudly launched our first overseas office in Dubai.
What are the key factors that have contributed to Develovent’s success in the competitive Middle Eastern market?
The Coragency concept offers substantial benefits to our clients by utilizing a well-structured system backed by comprehensive policies and standard operating procedures. This ensures that we deliver real, consistent value, which is central to our new tagline. Our team of dedicated experts upholds the highest levels of professionalism, while also focusing on building strong, lasting relationships through genuine rapport.
This approach not only elevates the quality of our service delivery but also significantly enhances retention rates for both employees and clients. By fostering a stable and committed workforce, we minimize turnover and maintain a strong sense of continuity in everything we do.
What makes Develovent stand out from other creative agencies in the region, and how does your “Coragency” model provide unique value to your clients?
Internally, we prioritize employee retention by offering well-structured benefits that rival those found in multinational corporations, creating a stable and committed workforce. Externally, we focus on delivering real, consistent value—aligned with our tagline—ensuring that the quality and benefits we provide remain unwavering over time.
Through the application of the Coragency culture, we maintain a high level of professionalism, consistent quality, and a systematic approach, solidifying our reputation as a value-driven company. Client testimonials consistently affirm our commitment to excellence, leading to high customer retention and a uniformly positive perception across all of our clients.
Develovent offers a 360-degree scope of work with ATL, TTL, BTL, and branding services. Can you explain how this comprehensive approach gives you a competitive edge?
Develovent has evolved into a one-stop shop for all advertising services, delivering desired outcomes with our renowned standard of quality. By assembling top-notch experts across various industries, we deliver unparalleled expertise and results.
Our fully in-house team works closely with clients from start to finish, managing every aspect of the process—from strategic planning to execution across all mediums. This hands-on approach ensures that we deliver comprehensive and effective results tailored to each client’s unique needs.
What trends or shifts in the advertising industry do you see shaping the future of agencies like Develovent in the Middle East?
As the industry becomes increasingly fast-paced and dynamic, and consumer attention spans shorten, capturing attention requires immediate and impactful strategies. Simply highlighting product USPs is no longer sufficient; the focus has shifted to delivering relevant and engaging content tailored to individual consumers. Today, consumers prefer genuine, fast-moving content over elaborate graphics, which means we must adopt a “Real for Real” approach with “Reel” content. Additionally, utilizing AI across all aspects of the industry has become crucial for staying ahead and effectively engaging with the evolving audience
Internally, we prioritize employee retention by offering well-structured benefits that rival those found in multinational corporations, creating a stable and committed workforce. Externally, we focus on delivering real, consistent value—aligned with our tagline—ensuring that the quality and benefits we provide remain unwavering over time.
Through the application of the Coragency culture, we maintain a high level of professionalism, consistent quality, and a systematic approach, solidifying our reputation as a value-driven company. Client testimonials consistently affirm our commitment to excellence, leading to high customer retention and a uniformly positive perception across all of our clients.
Develovent offers a 360-degree scope of work with ATL, TTL, BTL, and branding services. Can you explain how this comprehensive approach gives you a competitive edge?
Develovent has evolved into a one-stop shop for all advertising services, delivering desired outcomes with our renowned standard of quality. By assembling top-notch experts across various industries, we deliver unparalleled expertise and results.
Our fully in-house team works closely with clients from start to finish, managing every aspect of the process—from strategic planning to execution across all mediums. This hands-on approach ensures that we deliver comprehensive and effective results tailored to each client’s unique needs.
What trends or shifts in the advertising industry do you see shaping the future of agencies like Develovent in the Middle East?
As the industry becomes increasingly fast-paced and dynamic, and consumer attention spans shorten, capturing attention requires immediate and impactful strategies. Simply highlighting product USPs is no longer sufficient; the focus has shifted to delivering relevant and engaging content tailored to individual consumers. Today, consumers prefer genuine, fast-moving content over elaborate graphics, which means we must adopt a “Real for Real” approach with “Reel” content. Additionally, utilizing AI across all aspects of the industry has become crucial for staying ahead and effectively engaging with the evolving audience
How do you approach expansion plans for Develovent? Are there any specific markets or regions you’re targeting for future growth?
We began our international expansion by opening our first overseas office, the Dubai branch, in 2023. We are now in the process of establishing our Riyadh, KSA office, set to open in 2025. Looking ahead, our expansion plan from 2025 to 2030 includes extending our presence into several MENA countries and Europe, further broadening our reach and influence across these regions.
What recent campaigns or projects best reflect Develovent’s innovative approach to advertising, and how have these impacted your clients?
We have successfully launched multiple brands, particularly prominent local ones, across various regions, including Egypt, Dubai, and KSA. A key focus of our efforts has been scaling these brands, exemplified by our work with Spiro Spathis.
After reviving the brand in 2019, it has remained a client for development and branding and is now the leading soda brand in Egypt. Our performance-based approach has significantly impacted sales, contributing millions in revenue growth.
What do you envision for the future of Develovent, both in terms of creative innovation and market presence?
We guide Develovent with the vision of becoming the largest global advertising network, rather than merely a major advertising agency. Our goal is to establish franchises worldwide, creating an entity that seamlessly blends agency and corporate cultures, rather than operating as a one-man show. To achieve this, we are committed to investing in cutting-edge technological advancements in advertising, ensuring we remain at the forefront of industry innovation.
We began our international expansion by opening our first overseas office, the Dubai branch, in 2023. We are now in the process of establishing our Riyadh, KSA office, set to open in 2025. Looking ahead, our expansion plan from 2025 to 2030 includes extending our presence into several MENA countries and Europe, further broadening our reach and influence across these regions.
What recent campaigns or projects best reflect Develovent’s innovative approach to advertising, and how have these impacted your clients?
We have successfully launched multiple brands, particularly prominent local ones, across various regions, including Egypt, Dubai, and KSA. A key focus of our efforts has been scaling these brands, exemplified by our work with Spiro Spathis.
After reviving the brand in 2019, it has remained a client for development and branding and is now the leading soda brand in Egypt. Our performance-based approach has significantly impacted sales, contributing millions in revenue growth.
What do you envision for the future of Develovent, both in terms of creative innovation and market presence?
We guide Develovent with the vision of becoming the largest global advertising network, rather than merely a major advertising agency. Our goal is to establish franchises worldwide, creating an entity that seamlessly blends agency and corporate cultures, rather than operating as a one-man show. To achieve this, we are committed to investing in cutting-edge technological advancements in advertising, ensuring we remain at the forefront of industry innovation.