The Middle East operations of DAY, Amsterdam’s leading creative agency, has appointed Michael Huijser as director of cultural branding and identity.

Huijser brings more than fifteen years of experience in the international art and museum world. He previously held positions as general manager at Manarat al Saadiyat in AbuDhabi, executive director at the Zuiderzee Museum and co-founder of the international art fair Art Rotterdam.

DAY’s background in commerce and extensive experience of the arts & cultural sector means the creative agency is well-positioned to guide companies through the culture and arts maze to help them develop commercially viable and enduring brands.

Dennis de Rond, chief executive officer of DAY MEA, said: “Brands in the region are looking to connect with consumers in new ways and engaging them through arts and culture is an authentic way to achieve this. Moreover, many cultural institutions are trying to become brands in their own right and they require professional support to do this.”

"So many opportunities exist in the region. For example, Kuwait, Bahrain, Qatar and the UAE are fully engaged in building museums. However, many questions remain unanswered relating to these museum’s key purpose - and how will be able to uphold their identity when large cultural institutions like the Guggenheim and the Louvre enter the region. These are the sorts of questions that DAY, with all its international experience, expects to make a contribution in answering," Huijser said.

Founded in 2006, DAY is a multi-disciplinary, creative agency, offering brand strategy, corporate identity, packaging and branding services. Its operations have expanded outside of its Amsterdam base to include both New York and Dubai offices.

Its Middle East office which officially launched in 2010 is the latest addition to the company’s growing network, and serves the Mena region.

DAY MEA has a roster of clients including Masafi, Dubai Pearl, The Dubai Mall, Commercial Bank of Dubai, IFFCO, WWF and Danone. – TradeArabia News Service