Aspectus Group, a global brand, marketing and communications agency, has announced its latest expansion, opening its first office in the Middle East.
The agency has opened its first office in Dubai which will be lead by Astrid French as the Head of Middle East.
The move is a part of the agency’s global growth plans and long-term commitment to the region, having supported clients in the market for a decade.
Alastair Turner, Global CEO of Aspectus Group, said, “For a long time, we have supported in this region, but it has become increasingly clear the need to pivot from executional to strategic on-the-ground leadership.”
“The opportunity in this region cannot be overstated. Attractive business conditions and an appetite for innovation and investment is fueling economic growth in a way we simply aren’t seeing in other markets,” added French.
The UAE office will drive activity across strategic locations in the Middle East, for local firms seeking global support and global firms pursuing local impact.
Aspectus will continue its focus on specialist B2B expertise in energy, marine and industrials, technology, financial and professional services and capital markets.
“It’s particularly evident in our core sectors, with initiatives like the $500M UAE AI & emerging tech R&D programme, consistent double-digit growth in DIFC company registrations, and new CCUS and green hydrogen projects on the horizon,” adds French.
“This creates opportunities for both established heritage brands and vibrant emerging start-ups. But, it also significantly raises competition on the local and global stage.”
“Storytelling always matters – but in this context, and in sectors where messaging must be handled with care, having a voice that is heard, remembered and advocated for, for the right reasons, becomes a non-negotiable.”
French will be responsible for overseeing the strategic direction of Aspectus’ activity in the Middle East across brand strategy, digital and media relations, as well as retaining her current lead role on a number of flagship global clients.
Before her appointment as the Middle East head, French led the Energy & Industrials practice at the agency.
“We couldn’t have a better person representing the agency in Astrid. She is brilliant with clients from both a strategic and tactical point of view as well as being a fearless new business operator,” said, Turner.
“She is endearingly geeky about our specialist sectors and passionate about people development. We are lucky to have her driving the business forward in the region,”
