Right now, the region is going through a moment of tension. Headlines move quickly. Markets react quickly. Industries like ours, built around large-scale projects and live experiences, often feel the ripple effects immediately.
When uncertainty appears, many companies instinctively look inward. They protect liquidity. They question commitments. They reconsider partnerships. But moments like these are not new.
Recently, I watched an interview with President His Highness Sheikh Mohamed bin Zayed Al Nahyan while he was visiting individuals injured in the attacks targeting the UAE and other countries in the region. At that moment, he said something that stayed with me: “I promise everyone, we will emerge stronger than before”. Those words felt familiar, because if you look back at the recent history of this region, they have proven true time and time again.
After the financial crisis of 2008, the region adapted quickly. Policies were strengthened, confidence returned and growth accelerated in ways few predicted. The same resilience appeared again in 2020.
For anyone working in our industry, 2020 is not easy to forget. Liquidity became the most important word in the room. Agencies, suppliers and freelancers were suddenly at the mercy of cash flow, accruals and receivables. New projects disappeared almost overnight. Many companies struggled. Some collapsed entirely.
Yet during that time, one simple factor determined who survived and who eventually thrived: relationships. When everything slowed down, the strength of relationships became the real measure of stability. The strength of relationships are what helps you grow in unity.
I operated from a simple principle during that period: transparency and resilience. We gave honest answers to suppliers and partners whenever they asked. If we had an update, we shared it. If there was uncertainty, we said so. In every way it reflected the transparency we were receiving from the leadership guiding this country.
That leadership is one of the region’s greatest strengths. Many of the largest projects in our industry are government backed, and the long-term vision driving this region continues to attract global capital and talent at remarkable speed. In fact, it sits between 30% and 50% growth year on year in high net worth individuals coming here and making “here” become “home”.
Of course in times of crisis, priorities must shift. Governments quite rightly redirect resources to protecting lives. That decision often creates a chain reaction. Changes began at the client level, move to agencies, and then flow through to suppliers and freelancers across the industry.
But here in this region, what happens next is telling.
Markets eventually reopened, and in 2020 only a few agencies were truly ready to move again. We were fortunate to be one of them.
We had protected our relationships with suppliers. We had avoided letting go of hundreds of staff. We did not need to rebuild from scratch. Instead, we used the moment to invest. We expanded our team, diversified our services and welcomed talented people who had suddenly become available in the market. Looking back, that decision strengthened our entire ecosystem.
We’re entering another period of uncertainty, yet the response from leadership across the region feels different. Instead of hesitation, the message has largely been clear: “Continue forward. We have you covered”. That mindset creates confidence. It also reminds me of something important: the lessons we learned five years ago shouldn’t be forgotten because the market has become strong again.
I was reminded of this recently during a project that involved two different suppliers, with two CEOs and two very different approaches to long-term thinking. The client’s procurement team approached both companies directly. They wanted to explore whether the project could be extended in house without an agency involved, believing it might reduce costs.
Supplier A declined the discussion immediately. They made it clear they would only participate alongside our agency. Supplier B chose to submit a price.
In the end, the situation resolved itself quickly. Senior management within the client organisation stepped in and the procurement proposal was dismissed once it became clear that not every supplier was willing to participate. The role of the agency became obvious again.
Moments like this reveal something about business: it does not matter whether the market is booming or facing uncertainty; companies eventually show what they truly value. Some chase immediate gain, while others prefer to build long-term alignment. In our industry, relationships are not simply a byproduct of doing business; they are the foundation that allows the entire ecosystem to function, which is why I keep coming back to those wise words. “We will emerge stronger than before”.
When companies, partners and suppliers grow together with that mindset, something powerful happens – we grow in unity. When that happens, this region does exactly what it has done so many times before. It moves forward stronger than ever.
Photos: Alsayegh Worldwide
