Dubai & Beyond
COVER STORY
Ghassan Harfouche talks about the geo-political dynamics affecting the MENA region and what agencies need to do in order to remodel for the future. Elie Khouri on why media agencies are best placed to assume brand leadership. Maysoun Hanna about the evolving role of the strategic planner and the importance of collaborative diversity. Sasan Saeidi on driving success through culture, model and skill set changes. Shehzad Yunus, ECD, The Living Room, on creative expression.Dubai is not the next Silicon Valley. However, there is enough activity to help you build and launch a start-up. As an entrepreneur you don’t need much to start your business, (except maybe your willpower) but having a stable political environment, the backing of venture capitalists, engaged customers and access to technology will definitely make the uphill climb easier. If nothing works, pivot your idea.
Marketing FMCGs in MEA is a different proposition compared to Pakistan. Although manufacturers are always willing to bring insight based innovations to the region, the execution is more complex and demanding compared to Pakistan.