Founder and Head of Strategy, Tonic International

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