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.