Nomads, a new agency formed from a merger of management from the former StrawberryFrog Amsterdam and MediaCatalyst, believes that the world’s emerging cultural hubs/centres have a bigger role to play in leading global innovation and have selected Dubai to establish their newest office in Media City. The office will provide additional strategic and creative support to Nomads’ founding client, Emirates, as well as other visionary clients across the Middle East & Africa.
The Middle Eastern opening comes two months after Nomads’ launch in Amsterdam, and will focus first on building their strategic and creative core - starting with Detria Williamson, head of strategy MENA. The office is based in Dubai Media City and will recruit talent from the local market, including strategists, creative and client partners, in line with its philosophy of harnessing local insight to create brand innovation through consumer experience.
‘We’re big believers in the local talent over here and our approach ties in with Nomads’ belief that to create truly borderless ideas that drive global transformation, we need to be in tune with cultural expectations in all the regions in which we operate,’ said Williamson.
Prior to joining Nomads, Williamson held posts in the region including head of marketing and communications for Jumeirah’s Burj Al Arab and marketing director for Abu Dhabi’s twofour54. She was instrumental in work that won three highly coveted awards for the region—a Cannes Corporate Film Award and two BRAVES awards. She has also worked with the world’s top media brands including Discovery Channel, ESPN and AT&T Broadband.
Hans Howarth, Nomads’ CEO and founder, said: ‘The opening in Dubai marks our commitment to the region – and our ambition to give marketers in the Middle East best in breed thinking that breaks down the borders between products, services, marketing and technology. This thinking is sculpted against universal human truths to create ideas that move people. Ideas they share. Ideas That Travel.
‘I’m excited to build a team of highly skilled, multi-disciplinary talent in Dubai who will apply our borderless thinking to brand transformation for clients, regardless of where they are in the region..”