The brand building playbook for MENA’s most ambitious brands and marketeers has profoundly changed.
In part this is down to the emerging and in some cases established creative forces in the region that have merged authentic local culture to global culture through a digital and social-first ecosystem in which ideas, trends, fashions and ideas can be amplified at speed and transcend borders.
Look beyond the established international giants like Etihad and Emirates, and you’ll see a new wave of brands with credibility and resonance on the global stage. Sarah Hamouda and Yezen Alani are making waves in the chocolate world with their FIX chocolate bar, Mona and Huda Kattan are taking over
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