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Power Essay – Cracking cultural creativity by Matthew Butterworth

By Matthew Butterworth, managing director MENA, MullenLowe

Eric Cantona in a Liverpool shirt? I don’t think so! As a proud Mancunian it would be cultural suicide to put this famous Frenchman in a Liverpool shirt.
Understanding culture is everything, and everything is culture. The UAE’s population is comprised of more than 85 per cent expatriates. Dubai is home to more than 180 different nationalities. As expected, this has made the UAE globally recognised as a colossal collage of different cultures.

I am privileged to work within the most dynamic and diverse cultures, with more than 38 nationalities working in one office. However, whilst there are common factors that bring us all together, working in this diverse and multicultural regio


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