Posterscope, a global out-of home communications group, has officially opened a regional headquarters in Dubai to run planning, buying and research across the Middle East.
The new office, which has joined a network of 20 countries, aims to change the approach to out-of-home advertising with real-time data and ROI analytics.
It will be coupled with an ongoing study of 14,000 consumers and their attitude to out-of-home advertising across the UAE, Saudi Arabia, Egypt, Lebanon and Morocco.
The Dubai-based operations will be led by Abdallah Saab, who previously worked with Carat for seven years.
Saab said: “We realised the out-of-home market in the Middle East is developing fast but
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