Em­brac­ing di­ver­sity

ArabAd - - COVER STORY - BY IAIN AKERMAN

Novem­ber 2016

Dubai is an odd­ity when it comes to com­mu­ni­ca­tion. In vir­tu­ally all other parts of the re­gion the em­pha­sis for ad­ver­tis­ing and en­gage­ment is on cul­tural rel­e­vance, di­alect, the Arab ex­pe­ri­ence and lo­cal nuance. Here the op­po­site is of­ten true.

As any­one will hap­pily point out, there are more than 200 na­tion­al­i­ties liv­ing and work­ing in the UAE, ren­der­ing much com­mu­ni­ca­tion ir­rel­e­vant for huge swathes of the pop­u­la­tion if not prop­erly tar­geted or crafted within the frame­work of uni­ver­sal ap­peal.

It is an en­vi­ron­ment that is as chal­leng­ing as it is exciting. How do you cre­ate work that speaks its own lan­guage when the au­di­ence is so di­verse? How do so many cul­tures and back­grounds work to­gether to cre­ate suc­cess­ful cam­paigns? Is tar­get­ing on a molec­u­lar scale now the true holy grail?

“We have over 40 dif­fer­ent na­tion­al­i­ties in our group of 275 like­minded peo­ple,” says Talal Sheikh Elard, man­ag­ing di­rec­tor of Im­pact BBDO Dubai. “Just watch­ing them come to­gether to cre­ate the work is amaz­ing.

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