Al Lotter, Head of Creative, Equiti GroupEquiti Group, a premier global fintech firm and an an SCA-regulated multi-asset financial broker in the UAE providing secure and transparent access to online trading, has appointed Al Lotter as its Head of Creative.
Lotter brings more than 20 years of creative leadership to the role, with experience across Tunisia, Qatar, Bahrain, Jordan and the UAE. As the Head of Creative at Equiti Group, his mandate is to prioritise human intuition over corporate polish.
Lotter is a vocal advocate for a ‘design against the grain’ philosophy, which includes a deliberate rejection of the sterile and clinical aesthetics that often dominate the financial sector. Instead, he leans into tactile and authentic visuals, that intentionally buck the trend of digital perfection.
Prior to joining Equiti Group, Lotter was the Chief Creative Officer at Hello Bobby in Dubai, working closely with notable clients in the region, including COP28, Mubadala, Dubai Municipality, Dubai Police Youth League, Dubai Sports Authority Awards, Dubai Padel Cup, A2RL Autonomous Racing League, ADIPEC Awards, Dubai Women’s Run and Saudi Falcon Festival, among many others.
With 17 international awards and a Loerie for Best Newcomer, Lotter has previously held several C-suite and senior roles such as the Digital and Creative Lead at Qanect in Doha, Qatar; Head of Creative at Oasis Group Holding in Johannesburg, South Africa; Chief Creative Officer at Network Advertising and Events in Doha; and Creative Director at Red House Marketing in Bahrain.
Commenting on his appointment, Lotter said, “I never thought I would leave the sometimes crazy world of agencies for the client side, but the shift has proven tremendously rewarding. I now get to be the creative custodian of a single brand and focus on giving new life to this amazing business. Fintech is a super exciting space and I cannot wait for the next 20 years.”
His career began in the high-pressure environment of South African newsrooms and magazines, including titles such as Drum and Sunday Sun. That foundation in editorial and media helped him connect with audiences through direct and impactful storytelling.
Lotter added, “Being with Equiti is an absolute blessing. Working within a people-first organisation that allows me carte blanche on how I shape the brand is a rare opportunity that very few ECDs ever get to experience. My focus remains on the craft and the people. I approach leadership as a coach, building global teams that bridge the gap between complex brand strategy and execution that actually resonates.”
Lotter’s professional standing is further reflected in his selection as a judge for the 2026 WealthBriefing Innovation in Marketing awards.
