Brand experience agency expands to the region with new CEO

Brand experience agency Uniplan has announced the opening of its new regional office in Dubai, United Arab Emirates.

This expansion is in line with Uniplan’s aim to service clients in the Middle East and North Africa region.

To lead the agency in the region, the company has appointed Safwan El Roufai as the CEO for Middle East and North Africa.

Safwan El Roufai, Uniplan CEO for Middle East and North Africa.

EL Roufai’s appointment aims to highlight Uniplan’s dedication to cultural understanding and local expertise.

The new Uniplan office in Dubai will serve as a “dynamic hub” for creativity, innovation, and strategic collaboration

El Roufai holds more than two decades of experience in the events and communication industry including roles such as Executive Vice President MENA for VML and CEO of events agency Prisme International.

His professional journey encompasses a wide array of projects from government and public communications to Luxury real estate, destination activations, and smart cities.

“We are thrilled to establish our presence in Dubai and welcome Safwan El Roufai as our CEO in the important MENA region,” says Christian Zimmermann, Global CEO of Uniplan. “Dubai’s strategic location between the East and the West offers unparalleled opportunities for Uniplan.

“Currently, Dubai works closely with our Hong Kong office, exemplifying its role as a bridge between cultures and markets. Safwan’s cultural understanding and strategic leadership will be invaluable as we continue to expand our operations in the Middle East and North Africa.

“Our new office will play an important role for bringing Chinese brands to the MENA region, leveraging Dubai’s unique position and our global network.”

“I am honoured to lead Uniplan’s Dubai office and contribute to the company’s growth in this dynamic region,” says Safwan El Roufai.