Every agency head in the Gulf will tell you the same thing: finding junior talent is hard, retaining mid-level talent is harder, and replacing a senior account director who leaves for a client-side role is nearly impossible.
The problem is structural. Entry-level salaries have compressed as agencies cut costs. The middle of the career ladder — three to seven years of experience — carries the operational load of most campaign delivery, but the compensation has not kept pace with either the responsibility or with what clients are willing to pay for that expertise in-house.
The solution, according to practitioners we spoke with, isn't simply paying more — though that would certainly help. It's about building visible, credible career paths that don't require leaving agency life to progress.
Some of the more forward-thinking shops in Dubai are experimenting with specialist tracks: a data analyst who becomes a 'measurement lead' without needing to move into management. A copywriter who becomes a 'brand language director' while still writing every day. The titles are new; the principle — that expertise should be rewarded as highly as management — is not.
