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Sun 3 Dec 2006 04:00 AM

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Transient workforce is harming brands

The transient nature of the Middle East's labour market is seriously affecting the ability of companies to build their brands, according to Unilever's Middle East boss.

The transient nature of the Middle East's labour market is seriously affecting the ability of companies to build their brands, according to Unilever's Middle East boss.

Speaking at the
Campaign

Conference, Jan Zijderveld, who is also chairman of the GCC Advertisers' Association, said: "We need people that are grounded and that understand this region. Not those who are transient and who come through to earn a few dollars and then go back to their home country," he added.

"What we need is talent with a difference, that is unique and that has some spark to it to really drive things. I think this region has a long way to go and I think we all have a responsibility to grow and develop our people."

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