Arun Sudhaman sits down in Dubai with The Romans’ MENA lead, Joe Lipscombe, to explore why the Middle East risks becoming a “margin outpost” – and how it can instead become a true centre of creative gravity. They discuss the indie invasion of the Gulf, why clients are “crying out” for bigger, braver ideas, the impact of localisation and the rise of Saudi Arabia, and what it really takes to be culture-first in fragmented markets like the UAE and across MENA.