COVER INTERVIEW

“ Innovation can also mean looking at and then doing things differently .”

Nirvik has also moved with the times , metaphorically and literally – shifting his base from Singapore to Dubai once the pandemic restrictions were lifted . This move makes sense when you consider his expanded remit , placing him in a strategic location with great connectivity to Asia , Africa and Europe . However , there is more to being based in Dubai than convenience .

“ Dubai is a hub for technology and innovation and has quickly become a worldclass start-up centre , too ,” he says . “ Investment has been pouring into the UAE for a few years already . It is a multicultural city , so you get to interact with clients from diverse cultures . “ You also have access to amazing talent and staff from all corners of the world , and these aspects have always appealed to me .”

Brands have never been as highly valued or immersed and engaged in popular culture and entertainment as they are today . At the same time , creative agencies are under pressure to do more with less , to modernise through AI , and to be more diverse .

However , this challenge is not what keeps Nirvik awake at night . Speaking as conflict rages in Europe and the Middle East , he points to polarisation as his biggest concern .

“ The real difficulty is in finding out if what you are seeing or reading is true and what this does to kids growing up today ,” he says . “ We need to become a more compassionate and caring world .”

That is something we can all campaign for .

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