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Shaping the future of work in the UAE’s creative industries

SHRM MENA's Vivek Arora writes on how the talent landscape and work environments within the UAE's creative industries are evolving and suggests how to keep up with this change.

workVivek Arora, Managing Director of the Society for Human Resource Management Middle East & North Africa (SHRM MENA).

It’s no secret that the UAE’s marketing, media, and advertising work sectors are at an inflection point.

Just five years ago, a typical agency in Dubai or Abu Dhabi would have a bustling office, a team of creatives huddled around a whiteboard, and a recruitment strategy focused on local talent or expats willing to relocate.

Today, the landscape looks dramatically different and more exciting.
From boardrooms to Zoom rooms: The new talent equation
The pandemic didn’t just accelerate remote work; it changed what we mean by “talent.”  The UAE’s creative and IT sectors are experiencing a dramatic shift towards digital skills and global talent. The most coveted hires are being t


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Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.