Latest news with #LIGHTBLUE
Campaign ME
16 hours ago
- Business
- Campaign ME
Dubai-born LIGHTBLUE expands culture-led brand experience offering to the UK
Dubai-born creative experience agency LIGHTBLUE has revealed the official opening of its London office, marking a major milestone in its global expansion. The UK office becomes LIGHTBLUE's third office, following its successful launch in Riyadh. With the rise of brands from the Middle East looking to enter UK and European markets, the move signals a strategic step in bridging cultural and creative between regions. 'London has always been a creative capital – and now more than ever, brands are looking for partners who can craft experiences that move people and business forward,' said David Balfour, Co-Founder of LIGHTBLUE. 'This launch is not just about geography. It's about doubling down on our belief that creativity rooted in culture has the power to connect, shift perspectives, and create lasting impact,' Balfour added. The London office will serve as a base for new client partnerships across the UK and Europe, while also supporting existing global relationships. LIGHTBLUE's expansion follows a period of significant growth, with recent experiential work for clients including HBO, Burberry, Gucci and BMW. Aiming to redefine how brands connect through culture, emotion and storytelling, LIGHTBLUE has worked with some of the world's most iconic names across luxury, fashion, automotive and lifestyle. With the launch of its London hub, the agency aims to bring its bold, insight-led approach to the UK market—partnering with brands ready to lead culture, not just react to it. The agency is currently building a UK-based team and exploring partnerships with current clients. Recruitment is underway for senior strategy, client service and production roles. Earlier this year, in February 2025, LIGHTBLUE strengthened its creative team in Dubai with the appointment of Paul Dragoni as Creative Director and Jessica Charles as Design Director. Dragoni is overseeing the agency's creative vision and execution, ensuring that every project embodies Lightblue's ethos of bravery, authenticity, and impact. Meanwhile, Charles is leading the design team, driving the aesthetic and conceptual direction of projects to deliver exceptional visual storytelling.
Campaign ME
08-04-2025
- Business
- Campaign ME
LIGHTBLUE appoints Adel Noueihed as Managing Director
Creative experience agency LIGHTBLUE has appointed Adel Noueihed as Managing Director. In his new role, Noueihed will lead the agency's operations across Dubai and Riyadh, working in close partnership with Co-Founder David Balfour and Partner Craig Borthwick. Together with the wider leadership team, he will focus on driving strategic growth, strengthening client relationships, and pushing the boundaries of creative innovation across the region. Commenting on the appointment, David Balfour, Co-Founder of LIGHTBLUE, said, 'Adel joins LIGHTBLUE at a time of incredible momentum and opportunity. His unmatched knowledge of the region, combined with his entrepreneurial mindset and passion for design-led strategy, makes him the perfect fit to lead the next phase of our growth. I've long admired his ability to build culture and capability in equal measure – and I'm thrilled to welcome him to the team.' With more than 15 years of leadership experience across the MENA region, Noueihed brings a wealth of strategic and commercial expertise to the role. Most recently, Noueihed served as the Chief Marketing Officer for IFZA, where he played a pivotal role in launching new business verticals, building in-house creative capabilities, and developing group-wide brand strategy. Prior to that, he was Regional Managing Director at independent experiential agency Imagination. During his 12-year tenure there, Adel scaled operations across the region, won major international RFPs, and led some of the most significant experiential and cultural projects in the region, including the Saudi Ministry of Tourism's global launch and Expo 2020 countdown. Adel Noueihed said, 'I am incredibly excited to join LIGHTBLUE as they scale in the region. I have always been impressed with what David and his team have built – a creative, bold and fiercely independent agency that understands culture and impactful ideas. I look forward to our next chapter of world building.' Noueihed also has held senior roles at Ogilvy in Riyadh and Bahrain, leading integrated marketing campaigns for blue-chip clients such as AMEX, STC, and Almarai. His deep experience in marketing strategy, design thinking, and regional business development is complemented by a Global Executive MBA from INSEAD and accelerator programmes at CERN and MIT.
