Initials CX makes mark with Middle East move

A customer experience agency has expanded with a Middle East move.

Initials CX has launched a Dubai hub.

Bosses at the London-based firm say the “major milestone” will provide clients across the United Arab Emirates, Saudi Arabia and the wider Gulf region with strategy, creative and digital support across areas including social media and retail.

The venture will be led by Hemal Soni, general manager for the Middle East, alongside regional partner Nick Walsh. 

Hemal said: “The Middle East is a place where retail is evolving faster than almost anywhere in the world.

“From Riyadh to Dubai, consumers are redefining what shopping means; it’s not just about purchase, it’s about experience.

“That’s exactly where we come in.”

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