Introducing our brand

With strategic thinking and smart technology, meticulous attention to detail and careful curation, we help brands own the spotlight.

To be seen, appreciated and remembered by the right people.

We call this approach Desirable by Design.

Because we believe sought after brands don’t happen by chance. They’re created.

Desirable by location


We showcase your brand’s creative vision in the best light, with exceptionally designed sites in landmark locations. Like our elegant unipoles, which dominate Dubai’s Sheikh Zayed Road and create unmissable opportunities to reach millions of residents, business people and tourists every day.

Desirable by care


Quality matters. We deliver it with personalized service, clever strategic thinking and meticulous attention to detail. And it shows – in our close, long-standing client relationships. And in the small touches, like our double-sided printing.

Desirable by insights


Do you want to grow your audience? Or grow the right audience? With BackLite Intelligence, you can do both. We gather over 1.5 billion location signals from more than 10 million mobiles in the UAE, every day. The result? Audience profiles that ensure your messages and ideas are seen by the right people. Prime sites, exceptional service, brand-strengthening associations, data-driven insights. With BackLite, boosting your brand’s desirability is at the heart of everything we do.

Our Team

Contact one of our team members with your enquiry, or send us your comment in the box provided

JAMES BICKNELL

JAMES BICKNELL

Executive Director

BILL FORDYCE

BILL FORDYCE

Chief Executive Officer

JAMES HARRISON

JAMES HARRISON

Chief Revenue Officer

AHMED EMAM

AHMED EMAM

General Manager – Sales

KARIM GAMAL

KARIM GAMAL

Sales Director

PRAVEEN BHANDARI

PRAVEEN BHANDARI

Finance Manager

DEAN CROSSLAND

DEAN CROSSLAND

Chief Finance Officer