(MENAFN- PRovoke) DUBAI - Global brand, marketing and communications agency Aspectus Group has expanded to the Middle East, opening in Dubai with energy and industrials head Astrid French at the helm.

The 100-strong firm, which expanded to Singapore last year and also has offices in London, Aberdeen, Lucerne, New York and Boston, has supported clients in the Middle East for more than a decade. The UAE operation will work across the Middle East, for local firms seeking global support and global firms pursuing local impact.

Aspectus continues its focus on specialist B2B expertise in four sectors: energy, marine and industrials; technology; financial and professional services; and capital markets .

French, who joined Aspectus in 2021 after working at Weber Shandwick and Edelman, and who has since led the agency's energy and industrials practice, is expanding her role to become head of Middle East.

She will be responsible for overseeing the direction of Aspectus' activity in the Middle East across brand strategy, digital and media relations, as well as retaining her lead role on a number of global clients.

French said:“The opportunity in this region cannot be overstated. Attractive business conditions and an appetite for innovation and investment is fuelling economic growth in a way we simply aren't seeing in other markets. It's particularly evident in our core sectors, with initiatives like the $500m UAE AI & emerging tech R&D programme, consistent double-digit growth in DIFC [Dubai International Finance Centre] company registrations, and new carbon capture, utilisation and storage (CCUS) and green hydrogen projects on the horizon.

“This creates opportunities for both established heritage brands and vibrant emerging start-ups. But, it also significantly raises competition on the local and
global stage. Storytelling always matters – but in this context, and in sectors where messaging must be handled with care, having a voice that is heard, remembered and advocated for, for the right reasons, becomes a non-negotiable.”

Aspectus Group global CEO Alastair Turner added:“For a long time, we have supported in this region, but the need to pivot from executional to strategic on-the-ground leadership has become increasingly clear. It will elevate our work not only in the Middle East, but across the world as we grow our network of offices that form a nexus of global support for our clients.”

On French's elevation, Turner said:“We couldn't have a better person representing the agency in Astrid. She is brilliant with clients from both a strategic and tactical point of view as well as being a fearless new business operator. She is endearingly geeky about our specialist sectors and passionate about people development. We are lucky to have her driving the business forward in the region.”

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