• Transform magazine
  • February 04, 2023

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Features

Creative culture: Dubai Lynx inspires a region

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Photo courtesy of PPAMPicture/iStock by Getty Images The annual Dubai Lynx Festival of Creativity celebrates creative communications. Speakers and sponsors of the event all...

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Two’s company: Jim Prior on running brand agencies

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It’s been nearly a year since Jim Prior added the stewardship of Lambie Nairn to his existing role as CEO of the Partners. He and Andrew Thomas discuss the challenges of running not just one but two global brand agenc...

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Raising the black flag: Carre Noir’s CEO interviewed

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This year Christophe Fillatre celebrates his tenth anniversary at Carré Noir. Andrew Thomas caught up with the president of the personality-driven French brand agency....

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Be true to yourself

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The language brands use is not only exemplary of their communications strategies, but is derived from the personality, nature and identity of the company itself. Ruth Wyatt explains why it’s important to maintain cons...

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Brandwatch: Sapphire-tinted glasses

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Huawei is becoming the world’s most innovative and successful telecommunications manufacturer and service provider. But western markets remain unconvinced. Andrew Harrison explores Huawei’s forays outside its Chinese...

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Make yourself at home

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The brand experience at airline lounges rarely extends beyond free food and drink. For MyLounge, No.1 Traveller wanted to redefine the lounge, resulting in a considered, consistent experience that draws the visual ide...

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A rose by any other name

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Naming a company, brand or product is not as simple as adding ‘i’ to the beginning of a word. A name has to invoke a sense of what it is trying to describe, while avoiding the potential intellectual property and trans...

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Digital strategy and the lap of luxury

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Luxury brands are some of the most prominent retailers in the Middle East and North Africa, and yet their brand strategies and digital communications largely fail to cater to local audiences. How can luxury brands ada...

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Brand in Action: Chip off the old block

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Who: Saelen and TS Industrie What: The Saelen and TS Industrie brands had a long history in European green waste solutions. Yet, a series of acquisitions and changes...

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Computing the impact of sustainability

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With a supply chain fraught with environmental issues and its own sustainability to take into account, Dell prioritises corporate social responsibility as a core part of its business strategy. Emily Andrews reports...

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