PSFK recently caught up with Dubai's Danish Farhan, CEO of Xische, a cutting edge branding boutique located in Dubai and New York City, to discuss new media trends in the Middle East.

Not many individuals in the Middle East can speak with as much authority as Dubai's Danish Farhan, CEO of Xische. Having lived in Dubai for well over 20 years, and having a client roster that boasts the region's leading brands, he offers insight into the future of media in the Middle East and the growing role of technology in the region.

Tell us about the advertising landscape in a post-recession Dubai?

Put simply, things have changed dramatically… all for the better.

While consumer spending receded initially with the recession, the real winners in Dubai have been the clients. Advertisers now have more interesting and cost-effective alternatives to consider. Meanwhile, on the consumer front, there has been a collective acceptance of the ‘web-as-a-tool' paradigm in Dubai. Clients are spending much less, but are building real value online and mobile engagement with customers now open to this new dialog. Local research proves this with astonishing glory.

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