Eissa Al Awadhi, Executive Creative Director, Ma'an Art Production.When I started Ma’an, it wasn’t as a company, it was as a community. A group of volunteers creating content that felt true to us. Within a year, it became a business, but the essence remained: an agency that looks like its people, speaks their language, and carries their values. Running a homegrown Emirati creative agency has been a masterclass in lessons no MBA can teach.
Culture is not decoration – it’s direction
In too many campaigns, culture is treated like an afterthought: a token element added to make the work appear ‘local.’
But true cultural relevance cannot be designed last – it must shape the direction from the start.
As a homegrown Emirati agency, we see culture as our
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