Double Dare Media Enters the UAE OOH Market with a Future-Focused Vision
The independent media company brings together an experienced leadership team to develop a UAE outdoor portfolio focused on premium assets, strategic partnerships and commercial relevance.
Double Dare Media has launched in the UAE, bringing a new independent player to the country’s out-of-home advertising market. Its ambition centres on building a strategically positioned portfolio that connects location, audience relevance and brand objectives, supported by experience across the commercial and operational sides of outdoor media.
The leadership team brings together decades of combined experience spanning OOH, commercial strategy, business development, operations, finance, client leadership and media innovation. That expertise forms the foundation of a business looking to meet the evolving needs of advertisers and agencies through premium media assets and strategic partnerships.
For Double Dare Media, portfolio development will involve technology, data and creative execution alongside asset selection. The company’s stated direction places commercial relevance at the centre of its offering, with an emphasis on understanding the business objectives behind each advertising brief.
Leadership with a Clear Point of View
Sandra George, Chief Executive Officer, positions accountability and decisive leadership at the heart of the company’s approach.
“At Double Dare, we believe the greatest opportunities are rarely found by playing it safe. We built this company to challenge conventions, move with purpose and create real value for our clients and partners. For us, professionalism is not something you claim, it is something you demonstrate through consistency, accountability and the way you deliver.
“That belief also shapes how we lead: empowering people to think boldly, take ownership and push beyond what is expected. In a market that never stands still, our ambition is simple: be bold enough to see what others don’t, brave enough to challenge what already exists, and determined enough to make it happen.”
Building a Portfolio for the Long Term
The company’s portfolio ambitions extend beyond its initial market entry. Long-term relevance and changing brand needs will guide its exploration of new OOH opportunities, according to Basant Saad, Chief Visionary Officer:
“Double Dare was created with the ambition to look beyond what already exists. We see opportunity in bringing together experience, creativity and a deeper understanding of how brands and audiences are evolving.
“Our aim is to build with purpose, identifying opportunities that have long-term relevance, exploring new possibilities within OOH and creating a portfolio that reflects where the market is going, not simply where it has been.”
Connecting Location to Brand Objectives
Commercial strategy will focus on how each media opportunity serves the advertiser’s wider business. Shahad Hashim, Chief Commercial Officer, describes an approach grounded in the relationship between placement, audience and purpose:
“OOH has always been powerful at creating visibility, but today visibility alone is not enough. The real opportunity is in connecting the right location, the right audience and the right brand objective.
“At Double Dare, we want to understand the business behind every brief, not simply sell the space within it. When media is commercially relevant to the client’s objective, visibility becomes influence and influence has the potential to create real business impact.”
Supporting Ambition with Consistent Delivery
Operational consistency is another priority as the company develops its presence. Maha Guirgis, Chief Operating Officer, highlights the importance of maintaining responsiveness and service standards as the business grows:
“At Double Dare, ambition has to be matched by the ability to deliver. Operations is about creating an environment where great ideas can move from possibility to reality efficiently, consistently and without compromising the standards we set for ourselves.
“As we grow, our priority is to remain agile and responsive while building a business where excellence is not just promised to our partners and clients; it is experienced in every interaction and every delivery.”
A Disciplined Approach to Expansion
Investment decisions will balance growth ambitions with long-term commercial viability. Haseeb Masud, Chief Financial Officer, explains:
“Ambition creates opportunity, but financial discipline is what allows opportunity to become sustainable growth. At Double Dare, every investment decision has to make sense beyond the immediate opportunity, commercially, strategically and for the long term.
“Our objective is to build the financial foundation that gives the company the confidence to pursue bold opportunities while remaining disciplined, responsible and focused on creating lasting value.”
Double Dare Media plans to continue developing its UAE OOH portfolio and strategic partnerships, drawing on its leadership team’s complementary expertise while retaining the agility of an independent business. Its launch sets out a clear ambition: to make asset quality, commercial understanding and reliable delivery central to its position in the market.
Come on, tell us what you feel about this article.
