Latest news with #UAEgovernment
Entrepreneur
23-07-2025
- Business
- Entrepreneur
Brand Lessons from Dubai: Evolving with Purpose and Power
This is a clear message to brands: if your creative is still playing it safe, or feels like a copy-paste job, you're already behind. Opinions expressed by Entrepreneur contributors are their own. You're reading Entrepreneur Middle East, an international franchise of Entrepreneur Media. Not long ago, much of Dubai's creative scene felt like it was borrowed from elsewhere. Many campaigns were adaptations of global ideas, not built specifically for the region. But that's shifting. Dubai's voice is evolving, from adaptation to originality, from safe to unapologetic. What's driving this shift? Ambition. The ambition to become a creative powerhouse, to attract top talent, and to build world-class brands from the region outwards. And the UAE government is setting the tone. Just look at their Cannes takeover this year: a bold, logo-less campaign that declared, "The Emirates are open for ideas as long as those ideas are impossible." This is a clear message to brands: if your creative is still playing it safe, or feels like a copy-paste job, you're already behind. IDEAS BASED ON LOCAL INSIGHT Brands in the Middle East are beginning to shred the "global-but-generic" creative template we see over and over again. For too long, campaigns created in the region have played it safe, polished, predictable, and built from formulas that worked elsewhere. But that's changing. The market is maturing. Clients are no longer asking, "What did London, Amsterdam or New York do?" They want ideas that begin here, shaped by the region's culture and created by people who live it, understand it, and are genuinely connected to the audience. Adidas' I'm Possible campaign is a perfect example. Instead of rolling out a global message, they started with a local truth: a YouGov stat that 88% of women in the Middle East believe sports aren't meant for them. adidas invited women across Dubai to share their own stories, and then took over the city's billboards with their images. It cut through because it was rooted in real women's voices, stories that felt personal, not performative. The takeaway? If you want your campaign to truly cut through, you can't afford to skip the work of uncovering local insight. It's not just about ticking a cultural box, it's about building creative that couldn't come from anywhere else. The brands leading the way are investing the time to understand the nuances: the humour, the language, the lived realities of their audience. Regional cues aren't being diluted anymore, they're being amplified. And the result is work that feels more confident, more connected, and far more likely to leave a mark. THINK BIG. ACT FAST. This is a region that moves fast and thinks big. Brands that wait for global sign-off or rely on tried-and-tested ideas will likely miss the moment. The most effective work here is reactive and matches the region's pace and ambition. Bold ideas that are sharp, timely, and strategically sound. Emirates nailed this strategic ambition with their Burj Khalifa stunt in 2021. When the UAE was removed from the UK's red list, Emirates responded quickly with a jaw-dropping visual: a flight attendant standing at the top of the world's tallest building holding signs celebrating the return of travel. Bold, timely, and completely mental. It gave them a new claim to fame: one of the "highest ads ever filmed". This is the level brands are competing with here. The work that lands here doesn't just move fast, it taps into the moment. The best brands are plugged into what's happening around them, and they're brave enough to respond with big, bold creative. It's not about waiting for the perfect global brief. It's about recognising the opportunity and having the guts to go for it. CREATIVITY BUILT FROM WITHIN The brands making the biggest impact aren't just getting the message right, they're getting the people right. The work that really connects here is being made by teams who understand this place because they're part of it. Not just flying in for a briefing or asking AI for cultural cues. It needs to be created by those experiencing the rhythm of everyday life, what people care about, laugh about, talk about. Campaigns like Puck's Recipe for Change or adidas' I'm Possible didn't land because they followed a formula. They worked because they were built by people who instinctively understood the tone, the sensitivities, and the stories that would resonate, and knew how to tell them in a way that felt natural, not forced. If you want your work to land here, it has to be created from here. Not adapted. Not translated. Created by people who know the difference between a borrowed insight and a real one, and who know how to build something original with it. Basically, what I'm saying is: brands need to be bold. More now than ever. And Dubai is the place to do it. I moved back because I could feel the ambition here and I want to be a part of it. The brands making the biggest impact are the ones grounding their ideas in local truth, reacting to the moment, and creating from within, not adapting a global formula. If you want to stay ahead, show up with work that's original, unapologetic, and impossible to ignore.
Zawya
26-06-2025
- Business
- Zawya
VIDEO: Fitch affirms UAE's AA- rating; expects conflict to be short-lived
The long-term foreign-currency issuer default rating (IDR) with a stable outlook mainly benefits from the UAE capital's substantial sovereign net foreign assets, which were estimated to be 157% of the country's gross domestic product (GDP) last year.
Gulf Business
21-06-2025
- Business
- Gulf Business
Significant reforms: Changes announced in the UAE government
Image credit: Dubai Media Office/Website Following consultations and the approval of UAE President Sheikh Mohamed bin Zayed Al Nahyan, Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister, and Ruler of Dubai, announced today several changes to the UAE government. Read- Sheikh Mohammed bin Rashid stated: 'Following consultations with my brother, the President, and with his approval, we announce today the following changes to the UAE government: the establishment of a Ministry of Foreign Trade and the appointment of Dr Thani Al Zeyoudi as Minister of Foreign Trade, as well as the renaming of the Ministry of Economy to the Ministry of Economy and Tourism, led by Abdullah bin Touq Al Marri.' He added: 'We also announce that the National Artificial Intelligence System will be adopted as an advisory member of the Council of Ministers, the Ministerial Development Council, and all boards of federal entities and government companies starting in January 2026. It will support decision-making, conduct real-time analyses, offer technical advice, and enhance the efficiency of government policies across all sectors.' Sheikh Mohammed bin Rashid concluded: 'The world is undergoing a comprehensive transformation—scientifically, economically, and socially. Our goal is to prepare today for the coming decades. Our aim is to ensure continued prosperity and a dignified life for future generations.'
Zawya
20-06-2025
- Business
- Zawya
Mohammed bin Rashid announces changes to the UAE government
United Arab Emirates: Following consultations and approval of His Highness Sheikh Mohamed bin Zayed Al Nahyan, President of the UAE, His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister, and Ruler of Dubai, announced today changes to the UAE government. His Highness Sheikh Mohammed bin Rashid Al Maktoum said: 'Following consultations with my brother, His Highness the President, and with his approval, we announce today changes to the UAE government as follows: establishment of a Ministry of Foreign Trade in the UAE government and appointment of Dr. Thani Al Zeyoudi as Minister of Foreign Trade, and renaming the Ministry of Economy to Ministry of Economy and Tourism led by Abdullah bin Touq Al Marri.' His Highness added: 'We also announce that the National Artificial Intelligence System will be adopted as an advisory member in the Council of Ministers, the Ministerial Development Council, and all boards of federal entities and government companies starting from January 2026 to support decision-making in these councils, conduct real-time analyses of their decisions, provide technical advice, and enhance the efficiency of government policies adopted by these councils across all sectors.' His Highness Sheikh Mohammed bin Rashid Al Maktoum said: "The world is undergoing a comprehensive transformation phase… scientifically... economically... and socially... our goal is to prepare today for the coming decades... our goal is to ensure continued prosperity and dignified life for future generations."
Arabian Business
20-06-2025
- Business
- Arabian Business
UAE announces major government changes
The UAE has announced major government changes, including the introduction of a new ministry. Following consultations and approval of President Sheikh Mohamed bin Zayed Al Nahyan, Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister, and Ruler of Dubai, announced the changes to the UAE government. A new Ministry of Foreign trade will be established and the Ministry of Economy will be renamed as part of the update. UAE Government changes Sheikh Mohammed bin Rashid said: 'Following consultations with my brother, His Highness the President, and with his approval, we announce today changes to the UAE government as follows: Establishment of a Ministry of Foreign Trade in the UAE government and appointment of Dr. Thani Al Zeyoudi as Minister of Foreign Trade Renaming the Ministry of Economy to Ministry of Economy and Tourism led by Abdullah bin Touq Al Marri 'We also announce that the National Artificial Intelligence System will be adopted as an advisory member in the Council of Ministers, the Ministerial Development Council, and all boards of federal entities and government companies starting from January 2026 to support decision-making in these councils, conduct real-time analyses of their decisions, provide technical advice, and enhance the efficiency of government policies adopted by these councils across all sectors'. Sheikh Mohammed bin Rashid added: 'The world is undergoing a comprehensive transformation phase… scientifically… economically… and socially… our goal is to prepare today for the coming decades… our goal is to ensure continued prosperity and dignified life for future generations.' الإخوة والأخوات .. بعد التشاور مع أخي رئيس الدولة حفظه الله واعتماده .. نعلن اليوم عن بعض التغييرات في حكومة دولة الإمارات كالتالي : إنشاء وزارة للتجارة الخارجية في حكومة الإمارات وتعيين الدكتور ثاني الزيودي وزيراً للتجارة الخارجية، وتغيير اسم وزارة الاقتصاد لتكون وزارة… — HH Sheikh Mohammed (@HHShkMohd) June 20, 2025
