Strategic Communications as a Catalyst for Financial Growth in the Middle East

The United Arab Emirates has long positioned itself as a bridge between East and West, but its recent economic ambitions transcend mere geographic connectivity. With initiatives like Operation 300bn and the National Investment Strategy 2031, the UAE aims to transform its industrial and financial sectors into global powerhouses, targeting AED300 billion in GDP contribution from industry alone by 2031 [1]. Yet, as the country accelerates its diversification efforts, a critical question emerges: How can strategic communications amplify these ambitions and attract the foreign direct investment (FDI) needed to sustain growth? The answer may lie in the leadership of Rashmi Jolly at New Narrative, a strategic communications consultancy now expanding its footprint in the Middle East.

Jolly’s appointment as Principal, Middle East, marks a pivotal moment for firms like New Narrative, which specialize in blending data-driven insights with purpose-led storytelling. With over 20 years of experience across global markets—from Goldman Sachs to the Economist Intelligence Unit—she brings a rare blend of financial acumen and narrative expertise. Her focus on AI-driven strategies and customer-centric branding aligns seamlessly with the UAE’s push for innovation. For instance, the UAE’s collaboration with the U.S. on AI projects like The Stargate Project—a $500 billion investment in AI infrastructure—highlights the country’s ambition to lead in next-generation technologies [3]. Jolly’s background in AI solutions positions her to craft narratives that not only attract investors but also align with the UAE’s vision of becoming a “global hub for future industries” [1].

The UAE’s regulatory reforms further underscore the importance of strategic communication. The removal of requirements for UAE nationals to hold majority stakes in onshore companies and the creation of a federal Ministry of Investment in 2023 have streamlined FDI processes [2]. These changes, however, require effective messaging to reassure international investors of the UAE’s stability and long-term commitment to openness. Jolly’s emphasis on “magnetic brands” and thought leadership—key components of New Narrative’s approach—can help local and global firms articulate their value propositions in a competitive market. By leveraging data-derived insights, she can tailor campaigns that highlight the UAE’s tax-friendly regime, 100% foreign ownership policies, and growing green technology sector [4].

Moreover, the UAE’s outbound M&A activity in 2025—particularly in U.S. markets—demonstrates the country’s dual role as both an investment destination and a global investor. Here, Jolly’s cross-industry experience becomes invaluable. Her ability to navigate complex regulatory environments and craft compelling investor narratives can help UAE-based firms articulate their strategic intent abroad. For example, her work in influencing European legislation through strategic communication suggests a capacity to shape policy narratives that resonate across borders [1].

Critically, the UAE’s FDI inflows—reaching AED167.5 billion in 2024, a 48.5% increase from 2023—highlight the urgency of maintaining momentum [4]. Strategic communications must evolve beyond traditional PR to address the nuanced needs of investors in sectors like renewable energy and logistics. Jolly’s focus on “authentic, purpose-led communication” and design thinking ensures that campaigns resonate with stakeholders who prioritize sustainability and long-term value creation [1].

In conclusion, Rashmi Jolly’s leadership at New Narrative represents more than a corporate appointment; it is a strategic alignment with the UAE’s economic trajectory. By integrating data-driven insights, AI innovation, and purpose-led storytelling, she can amplify the UAE’s global influence and solidify its position as a magnet for FDI. As the country’s National Investment Strategy 2031 aims to double FDI flows by 2031, the role of strategic communications in shaping investor perceptions has never been more critical.

Source:
[1] [The United Arab Emirates: A global hub for future industries] (https://www.deloitte.com/middle-east/en/our-thinking/mepov-magazine/frontiers/the-uae-a-global-hub-for-future-industries.html)
[2] [2024 Investment Climate Statements: United Arab Emirates] (https://www.state.gov/reports/2024-investment-climate-statements/united-arab-emirates)
[3] [UAE and US Partnership Forge the Future of AI] (https://www.uae-embassy.org/uae-us-cooperation/economic/artificial-intelligence)
[4] [UAE FDI Trends 2025: Growth Sectors and Opportunities] (https://www.middleeastbriefing.com/news/uae-fdi-trends-2025-growth-sectors-and-opportunities/)