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Rihab Abouzaki on U.S. Advertising for Gulf Brands
Podcast Sales and Marketing / PodCast / Feb 12, 2026 / Posted by Rihab Abouzaki / 0

Rihab Abouzaki on U.S. Advertising for Gulf Brands

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Gulf brands flooding the U.S. market with digital ads are discovering an expensive truth: those dashboard metrics are misleading. Advertising expert Rihab Abouzaki from This and That Communications reveals how bots, proxies, and click farms drain budgets while delivering zero authentic engagement.

The solution? Credible channels and verified American partnerships. Streaming TV reaches 117 million weekly viewers at accessible price points, while podcast appearances build genuine trust that social media can’t match.

Abouzaki’s core message is clear: stop chasing vanity metrics. Work with registered U.S. agents who navigate FCC compliance and access premium platforms. Invest in culturally adapted creative that resonates with American values.

The streaming space remains affordable for early movers, but that window is closing. Brands that establish a legitimate U.S. presence now will dominate, while competitors waste money fighting bot traffic.

Visit us on Apple Podcast. You can also find SalesPOP! On all major podcast stations.

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About Author

Rihab Abouzaki grew up surrounded by journalists, broadcasters, and professionals whose work shaped public conversation across the Middle East. That environment exposed her early to media, strategy, and how ideas move through a culture, but she chose a different route. When she left for Dubai, she was intent on building her own career, starting in an entry-level data-entry role and working her way into design, branding, and cross-border business. Over the next two decades, she moved through FMCG, manufacturing, and luxury goods across the Gulf. In the UAE, she helped introduce Dettol’s first consumer antibacterial wipes, taking them from medical settings into everyday households. At Marico, she managed regional brand strategy for Parachute, strengthening its presence with Arabic consumers. She later led a full-scale China–Dubai manufacturing operation producing metal gifts, special-edition products, and B2B jewelry and accessory lines for Middle Eastern clients.

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About Author

Rihab Abouzaki grew up surrounded by journalists, broadcasters, and professionals whose work shaped public conversation across the Middle East. That environment exposed her early to media, strategy, and how ideas move through a culture, but she chose a different route. When she left for Dubai, she was intent on building her own career, starting in an entry-level data-entry role and working her way into design, branding, and cross-border business. Over the next two decades, she moved through FMCG, manufacturing, and luxury goods across the Gulf. In the UAE, she helped introduce Dettol’s first consumer antibacterial wipes, taking them from medical settings into everyday households. At Marico, she managed regional brand strategy for Parachute, strengthening its presence with Arabic consumers. She later led a full-scale China–Dubai manufacturing operation producing metal gifts, special-edition products, and B2B jewelry and accessory lines for Middle Eastern clients.

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