Lama Bibi, Managing Director, Means DesignIn this Industry Snapshot, Means Design’s Lama Bibi explains the new criteria for creative storytelling, suggesting that “experience-driven storytelling” and “authenticity” are a brand’s most powerful marketing tools.
As the number of creative agencies continues to grow in 2025, what factors are key to distinctiveness and differentiation in a crowded and competitive market?
With so many agencies out there, standing out isn’t just about being different – it’s about being unforgettable. At Means Design, we go beyond traditional marketing; we create immersive brand stories that deeply connect with audiences. Clients today don’t just want campaigns – they want experiences, and that requires a blend of strategic storytelling, cultural insight and digital innovation.
One of our biggest strengths as a boutique agency is agility. We don’t apply a one-size-fits-all approach; we immerse ourselves in each brand, shaping narratives that reflect its unique DNA. That’s what keeps us ahead – our ability to build relationships, understand businesses from the inside out, and craft campaigns that genuinely resonate.
Could you comment on whether the coming together of local culture, craft, and commerce is critical to creativity in 2025?
Absolutely. Creativity today is rooted in authenticity, and that comes from embracing culture while maintaining a global outlook. Dubai is a melting pot of influences, and brands that strike the right balance between cultural relevance and commercial appeal are the ones making the biggest impact.
At Means Design, we’ve seen this firsthand with our work in luxury, hospitality, and F&B branding. A brand’s story is more than just a marketing tool – it’s an identity, and when that story is crafted with cultural nuance and creative excellence, it builds deep and lasting connections with consumers.
In your opinion, what are the most significant changes the creative industry has witnessed during the past 12 months?
The biggest shift has been towards interactive, experience-driven storytelling. Consumers no longer just watch content – they want to be part of it. Digital PR, influencer collaborations, and immersive activations have taken centre stage.
Brands are also prioritising earned media and community engagement over traditional advertising. Authenticity is the new currency, and audiences connect more with brands that engage in meaningful conversations rather than just selling products.
What emerging creative trends are at the top of your clients’ wish lists in 2025?
Clients want experiential marketing, hyper-personalisation, and purpose-driven branding. They’re asking for phygital experiences – blending digital and physical interactions – as well as sustainability-led storytelling. Brands that engage, inspire, and innovate are the ones winning in 2025, and at Means Design, we ensure our clients stay ahead of the curve.
By Lama Bibi, Managing Director, Means Design.
