Founder and Head of Strat­egy, Tonic In­ter­na­tional

ArabAd - - COVER STORY -

Dubai is fa­mously home to more than 200 na­tion­al­i­ties. This is an enormous ad­van­tage in our busi­ness. Work­ing across cul­tures and mar­kets re­quires lever­ag­ing hu­man in­sights in­stead of get­ting lost in lo­cal in­sights. If hu­man in­sights are lever­aged, while re­spect­ing lo­cal cul­tures, they work bet­ter. You will never get the level of quirk­i­ness and hu­mour char­ac­terised by sin­gle cul­ture mar­kets like Le­banon, or Egypt but cam­paigns run deeper and last longer.-first

Ar­naud Ver­chère,

Novem­ber 2016

Newspapers in English

Newspapers from Bahrain

© PressReader. All rights reserved.