Post by HAVAS Red ME

"The brands that stand out in the region aren't adapting to it; they're building from it. The real complexity, especially in the UAE, is that you're not speaking to one culture but to dozens, with nationals as the gravitational centre. There's a new generation of spenders who have developed genuine taste literacy and can immediately tell when a brand is talking at them rather than to them." Rusty Beukes, Creative Director at HAVAS Red Middle East, shares his perspective on what it really takes for #luxury brands to earn their place in this market. In a region this layered, visibility is no longer enough. What this market rewards is conviction, and the brands willing to build from it rather than just show up to it. Read the full story on Campaign Middle East: https://lnkd.in/dhHS8a2t