“You can’t transfer your social capital from one social platform to another, you have to start from scratch every time you join a new network. But with NFT’s and the Metaverse, your virtual identity becomes transferable.”
– Mike Khouri, Founder & Managing Director, Tactical
With the advent of Meta, the social media and digital universe is poised for yet another major transformation. Rohma Theunissen caught up with Mike Khouri, Founder and Managing Director of Tactical, to talk about the evolution of social media, the position of influencers, the significance of the metaverse, the potential of NFT’s and what it takes to develop and maintain robust social and digital strategies amidst all these changes.
About Mike Khouri
Bio’s are serious and boring, Dubai-based Founder and Managing Director of Tactical, Mike Khouri, believes in being neither.
He’s a champion of people who create kick-ass work for bold, global brands. Mike founded Tactical in 2013, a global social-first creative agency that works with the world’s most prominent social media platforms. They are the first agency in the Middle East to partner with Snapchat and TikTok, platforms that are shaping the future of social and media. Other notable clients include Spotify, Amazon, Jumeirah Group, Etihad, PRG and IMG, to name a few. Tactical innovates at the speed of social, and have achieved this through launching Vertical, the region’s first studio exclusively dedicated to producing made-for-mobile content. In addition to this, Tactical launched ‘Prism’, proprietary technology that solves the problem of quality creative produced at scale for digital advertisers. Tactical also developed the first dedicated social AR team in the region, focused on delivering innovative mixed reality solutions to brands. Khouri’s philosophy is to deliver a best-in-class social experience by evolving with the audience, moving organically into the future with developing trends and tech innovations.
Tactical’s approach is holistic, covering all bases with an in-house team of strategists, mixed reality experts, animators and social specialists. The team delivers award-winning social and media experiences that sit on the cusp of what’s next in social and culture. A truly people-first organisation, Tactical celebrates diversity (the team consists of 17 nationalities and is 61% women) and a progressive work environment noticeable in their “Work That’s Flex’ (WTF) and unlimited leave policies. Mike is a thought leader in the industry, regularly speaking on webinars about the future of social and mobile. He also works with the next generation of creatives and innovators, speaking at schools, universities and TEDxYouth.