During the late worldwide economical crisis, Sigma-the pioneer in the world of paint- has shown resilience and adapted to deteriorating market conditions, says Antoine Lejuez, who has taken over as the new marketing manager for Sigma Paints Middle East, based in Dammam, Saudi Arabia. “In times of crisis, the market becomes highly volatile. So, all service providers including the major players and giant manufacturers need to become more sensitive, demonstrating high reactivity and a capacity to re strategize its actions and resources,” he said. Lejuez moved to the Middle East in September, bringing with him 20 years of experience in the paint industry in Europe. Since moving to the region, Lejuez has been particularly impressed by the inherent artistic skills available in the local market – skills that are rare in France and therefore expensive.
