Independent media agency Fusion 5 is now five years old. It was started by Elie Haber and Johnny Khazoum, both alumni of network agencies, in Dubai. It has since grown to a team of 18 people, with a second office in Abu Dhabi and plans to open an on-the-ground presence in Saudi Arabia.
Fusion 5 has recently rebranded, structuring its new identity around five adjectives. They are: ‘bold’, ‘unconventional’, ‘competitive’, ‘insight-led’ and ‘progressive’. The branding was carried out by a local agency, Brand Lounge, which also gave Fusion 5 a motto, ‘Thank, challenge, win’.
However, the word that is on Khazzoum and Haber’s lips most seems to be ‘agility’.
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