The MENA region offers growth on a scale hard to find elsewhere, but only for those willing to commit, adapt, and align with the region’s long-term vision.

In this episode of Waypointers, partner Jim Houghton is joined by Mike Khouri, Founder & CEO of Tactical.

Together they explore the realities of scaling an agency in one of the fastest-growing, but most nuanced, markets in the world and how Mike and his team have done the hard yard to become one of the region’s pre-eminent independent social agencies.

From the role of AI and innovation, to the local nuances of key markets such as Saudi Arabia, Egypt, Dubai and Abu Dhabi, Mike discusses why agencies with a “fly in and fly out” attitude often fail. He explains why investing in truly understanding the region, or to use his words, “going deep on the terrain”, and long-term alignment with specific national visions are critical for lasting success.

Whether you’re a founder, investor, or agency leader eyeing expansion, investment, or acquisition, this episode offers clear insights into what works, and what doesn’t, in MENA’s dynamic landscape.

Key themes include:

• Why local depth matters: Global playbooks rarely succeed; agencies must invest on the ground, hire locally, and understand cultural nuance.
• Growth with discipline: Tactical simplified from 18 services down to 4, focusing on what truly delivers long-term results for clients.
• What buyers should look for: Investors should value sustained client success, team retention, and deep market integration.
• The regional dynamic: The UAE, Egypt, Saudi Arabia and beyond - each offers distinct opportunities, underpinned by ambitious national agendas like Saudi’s Vision 2030 and Dubai’s D33.