Title: President, APCO MENA
Years in the role: 19 years
Years in the industry: 27 years
Years in the Middle East region: From the region.
Power Essay: Relevance is the strategy – From communications to counsel in the age of AI
If AI can draft it in seconds, what is our role as strategic communicators? In the Middle East, during one of the most transformative decades in living memory, the answer is clear: our value moves upstream. Outputs are becoming commoditised; real counsel isn’t. As the Gulf moves from vision to execution, relevance becomes the differentiator – understanding the business, the rules, the risks and the people who shape them.
Across the region, growth is driven
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