Successfully establishing the global giant in the Middle Eastern market

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Adapting to the local audience’s needs and desires.

Skyne forged a new strategic partnership and carved out a unique positioning for the global payments platform.

Identifying your true competitive differentiators, for a local audience

The Middle East is home to the fastest growing economies in the world, making it an attractive destination for Dutch businesses.

Making it the perfect place for establishing Adyen. An Amsterdam based, Dutch payment company that enables various businesses to accept e-commerce, mobile and point-of-sales payment. With clients such as Facebook, Uber, Netflix, Spotify, Casper, Bonobos and L’Oreal utilising their payment platform capabilities.

Skyne facilitated Adyen’s journey to this region by adapting the payments platform to cater to the local audience’s needs and desires, carving out a unique positioning for the global payments platform while remaining faithful to the values of Adyen.


Understanding, anticipating & adapting to consumer behaviour

Our approach enabled us to understand and anticipate customer behaviour, position Adyen strongly to become visible in the market and establish market presence for the long term.

Our regional team of Dutch and international professionals operate across the Middle East, bringing a wealth of cultural intelligence and experience, delivered within the context of the region that helped us find the right value to align. 

How we helped Adyen gain a strong foothold in the region and  reach their local target

Research & Analysis

Market scan
Target audience research
Stakeholder research
Brand opportunities

Strategy & Story

Brand positioning
Central message
Guiding principle


Through the years we have helped established a number of global businesses in the Middle East

“Through thorough investigation of local markets, benchmarking established competitors, and engaging with a wide range of stakeholders and decision makers within Adyen’s target audiences, a distinct positioning was uncovered that established an authentic and compelling presence, propelling their growth to new heights.

– Koen van Riel, Marketing & Strategy Director Skyne

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