Today, the UAE and UK advertising industries came together to meet and discuss ideas. The event featured 90 minutes of high-quality discussion and presentations by leaders and innovators from both the UK and the UAE.听
First听up was the听Meeting of Minds听panel听which was听moderated听by听Laura Swinton, Little Black听Book,.听听
Laura was joined by听Josh Busteed, Chief Commercial Officer at Arabian Radio Network听based in Dubai听and听Louise Roberts, MD, MullenLowe Profero听UAE based in Abu Dhabi.听The panel听discussed the business differences in both regions even though there is less than a听two-hour听drive听between them. In both markets, there is听an ambition to continue to grow fast听and embrace innovation.听This is seen further by the removable to some the barriers around setting up businesses in the markets and the changes to visas听as a result of the pandemic听– such听as the introduction of the golden visa.听听
The Dubai Expo has had a positive effect on the market and in terms of the economy it is now back to 2019 levels.听听
Advertising companies work with partners all around the world and often clients are looking for shops outside of the region. However, it was felt that in order to grow a company in the market听you needed to have a听long-term听goal to have a presence.听听
Natalie Amos听of听Four Communications听who leads their lifestyle team in Dubai,听presented听a听new听white paper on the consumers driving the travel industry鈥檚 recovery听and gave a听fantastic听presentation on the MENA traveler.听Attendees learned about听the recent growth within the听travel听industry, seeing听+2.4% UAE听and an听even higher,听+4%听in听Saudi听– there鈥檚 a听real optimism听within the UAE.听This is further evidenced in the fact that听80% of the people in the region are planning听big budget听international trips.听This听the highest number in the world.听听
Saleem Sharma, Director of听social media听at Crowd听presented a case study 鈥楩inding Ras Al Khaimah with #iFoundRAK鈥� which showed how to use data driven creative to reach and engage audiences.听Continuing the discussion of听creative excellence in the market,听Thea听Skelton,Festival听Director at Dubai Lynx,听provided an听insight into Dubai Lynx, MENA’s premier festival of creativity, bringing MENA鈥檚 creative communications industry together to learn, network and celebrate the power of creativity. The festival, which is attended by many of the creative leaders within the region; is there to help the region benchmark their creativity and help the to put a spotlight on the industry globally.听
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This was the last UK House event for 2021, however the听UKAEG will be announcing a new series of global events in early 2022. In the meantime, you can learn more about UK House by emailing听听
Aisling Conlon, International Trade Director or head to听.听听
