All you need to know about setting up in the UAE

The UAE government has also introduced pro-business policies to lower the barriers to entry for foreign companies. For example, the UAE Commercial Companies Law, implemented in 2021, allows organizations to expand their operations into the country without being sponsored by a local company.

Why does this matter? Because taken together, it means it is becoming easier for UK-based agencies to set up shop on UAE soil, and there are lucrative financial opportunities to be tapped into. Its economic stability, strong diversification policies, and consistent growth provide a strong, secure foundation for investment.

However, as with setting up in any new territory, the winners will be those who best understand how to navigate unique local customs, both from a business and cultural standpoint. Luckily, there is a wealth of experience to draw on, and we have surfaced some useful insights from our network.

Hiding in (not-so) plain sight

Simply copying and pasting the strategy from your home market is not a recipe for agency success. While there isn’t a tried-and-tested playbook to follow for the UAE, it’s worth familiarizing yourself with some unwritten rules.

For example, a strong product or service will not differentiate your agency. Rather, it’s your ability to build real trust – something which Anam Ahmad, founder and chief creative Officer at UAE-based The Hanging House, argues requires time and total buy-in. “Being culturally aware isn’t optional; it’s foundational. Titles matter. Dress codes matter. So does being patient – particularly in meetings, where decisions are rarely made on the spot. Don’t attempt to rush the decision-making process; trying to fast-track things with a hard-sell approach will usually backfire.”

Justin Cooke, marketing, media, education, travel, and technology investor, echoes the sentiment and identifies relationships as a real driving force. “This is a region where trust, face-to-face interaction, and personal rapport matter deeply. Forging partnerships is part of a longer game, with mutual respect the differentiator between success and failure.”

For Aisling Conlon, international trade director for UK Advertising: “What really makes the difference is being there in person – not just once a year, but multiple times to build genuine trust and rapport. Understanding local norms and investing time in relationships are what separate meaningful partnerships from superficial contacts. At the same time, it’s important to recognise that communication in the region can take different forms. Tools such as WhatsApp are widely used for efficient, day-to-day business coordination, helping maintain momentum between face-to-face meetings.”

Common mistakes

There are also logistical considerations, as Ahmad stresses. “Don’t overlook the importance of getting your documentation in order. Every detail must be formalized – POs, contracts, invoices, approvals. If these aren’t signed, stamped, and properly filled out, don’t expect payment. Your deliverables must match the contract.”

On a more granular level, Conlon explains that businesses must also contend with local regulations and paperwork. “Complex compliance requirements can not only slow down operations, but also jeopardize working relationships if legalities aren’t carefully managed.”

Although it may sound like common sense, tailoring your offering to the market is paramount, as Cooke explains: “Don’t assume a one-size-fits-all approach will suffice. What works in London or New York won’t necessarily translate in the UAE. Many companies fail to localize their strategy or messaging to resonate with this highly diverse, multilingual population.” Although English is the most spoken language and considered the default for businesses, Arabic is the country’s official language, with Urdu and Hindi also common.

In a similar vein, Jason Foo, CEO at BBD Perfect Storm, reasons that you must respect the region’s inherent differences. “It might seem obvious, but avoid making any criticisms about ‘how things are run in the country.’ Similarly, people have their own local customs that must be taken into consideration. One notable example is that large swathes of the population observe Ramadan, which could mean altered working hours. For reference, Ramadan is the ninth month of the Islamic calendar and changes each year – in 2026, it falls between February 27 and March 18.”

Understanding the region

Although it is no longer mandated, Ahmad advocates for partnering with a local company that understands the terrain, as “these collaborations will empower you to move with confidence.” Foo concurs, adding that “local partners help in navigating the culture, understanding market dynamics, and providing support on the ground.”

For Cooke, the key is to invest the necessary time and resources into developing an understanding of the UAE. In the beginning, this process can be kickstarted by attending events and using associations to listen to the market. Looking long-term, it’s important to remember that this isn’t just a growth market. “The UAE is a place to build lasting, global-impact businesses,” he explains. “Provided you get your strategy right.”