Squeezing creativity – Fresh MEDIA to be new partner in Dubai

Cybergroup are developing their international strategy even further and are entering into a new partnership in the Arab region to ensure that they can provide the best possible support for customers in the area. The Dubai branch will be run by the agency Fresh MEDIA who describe themselves as being a small team with an unbelievable lust for life who deliver good results with refreshing creativity.

From 1 October 2018 onwards, Alex Chirico, the owner of the agency, and his three-person team will be looking after customers in the local area under the name Cybergroup Middle East and will be bringing in both existing customers and new ones too.  With more than eight years' experience in the region, these new members of staff will, with immediate effect, become the new point of contact for media and marketing in the Arab region. Cybergroup will thereby be in a position to draw on the agency's extensive network of contacts as well as their sound knowledge of the industry.

Alex Chirico himself brings with him more than ten years' experience in the advertising industry as well as 17 years spent in Dubai. He was born in Stuttgart and, among other things, has been the founder and manager of a photobook provider in the Arab region. Working at the creative studio Lammtara, who specialise in 3D animation and cartoon series, he put his creative skills to good use in the Arab entertainment industry in his role as Special Projects Manager.  Most recently, working at the semi-government institution "tecom Investments", he was responsible for the company's marketing budget within all the free trade zones. As a new partner for Cybergroup, he possesses a good combination of German "virtues" and a sound knowledge of the Arab market.

The newly formed partnership Cybergroup Middle East is based in Dubai Media City, a free trade zone in the United Arab Emirates. Together with two other districts, Dubai Internet City and Dubai Knowledge Village, it forms a media and technology park.  The Dubai Media City project was set up in 2001 and is, in the meantime, home to 1,200 registered, media-related companies. The state-protected statute of Dubai Media City prevents political censorship of the publications and programmes that are produced and distributed here, which is something that can't be taken for granted in the Arab world. [1]

Based on their proven experience in the past, Cybergroup prefer to put their faith in locally based agencies when it comes to expanding into new markets. Through similar collaborations, the Cybergroup team are already able to rely on the support of a number of international partnerships – for example in India, Russia, Vietnam and Turkey. In addition to this, they also maintain their own companies in the UK, China and the USA in order to ensure that they can give their international customers the best possible support.