El Roufai to lead new Uniplan office in Dubai

UNIPLAN is opening a new regional office in Dubai as the brand experiential agency seeks to strengthen its commitment to clients in the Middle East and working closely with Hong Kong to bring Chinese brands to the region.

The United Arab Emirates office will be headed by Safwan El Roufai as the CEO for Middle East and North Africa who brings more than two decades of experience in events and live communications.

El Roufai previously has held leadership roles as executive vice president, Middle East and North Africa, with WPP’s creative company, VML, and as CEO of  Prisme International, the region’s events agency behind the launches of Burj Khalifa, the Dubai Tram and other iconic projects. He has also worked on projects from government and public communications to luxury real estate, destination activations and smart cities.

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“We are thrilled to establish our presence in Dubai and welcome Safwan El Roufai as our CEO in the important MENA region,” said Christian Zimmermann, Global CEO of Uniplan.

“Dubai’s strategic location between the East and the West offers unparalleled opportunities for Uniplan. Currently, Dubai works closely with our Hong Kong office, exemplifying its role as a bridge between cultures and markets.

“Safwan’s cultural understanding and strategic leadership will be invaluable as we continue to expand our operations in the Middle East and North Africa. His appointment underscores our commitment to delivering personalised solutions and fostering long-lasting relationships with clients in the region.

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“Additionally, our new office will play an important role for bringing Chinese brands to the MENA region, leveraging Dubai’s unique position and our global network.” 

 Uniplan said in a statement that El Roufai would lead its Dubai team in delivering innovative solutions and experiences for clients across various industries. “His leadership will ensure that Uniplan grows to become a leading provider in the event and brand communications industry in the Middle East,” it said.

“I am honoured to lead Uniplan’s Dubai office and contribute to the company’s growth in this dynamic region,” said El Roufai. “Dubai is a melting pot of cultures, presenting both exciting opportunities and unique challenges. From the rise of experiential marketing to the increasing demand for sustainable event solutions, navigating the local landscape requires a deep understanding of emerging trends and local nuances. I am committed to leveraging this diversity to create impactful experiences that resonate with our clients and their audiences. With Uniplan’s global expertise and local insights, I am confident that we will achieve great success together.”

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