Deliveroo hands paid social content to We Are Social, Dubai included.

Deliveroo has appointed We Are Social to run its paid social performance content and some campaigns across seven markets. The account will be handled by teams in the UK, Italy, France and Dubai.

The brief is to centralise Deliveroo's paid social content under one operating model built for scale, speed and quality, according to Campaign Middle East. We Are Social will work with Deliveroo's in-house creative and paid teams and alongside its existing global media and above-the-line agencies, which were not named. Poppy Shute, Deliveroo's global director of brand and social, said the company wanted a partner that could produce global content while understanding local culture, as it grows from everyday groceries to its Plus subscription.

Jim Coleman, We Are Social's EMEA CEO, called Deliveroo one of the brands that has changed how people buy food and retail over the past decade, and said the agency would serve it across its global network. The set-up is a hub model: one agency producing performance creative for several markets, with local offices adding cultural input.

The announcement does not list the seven markets, so it is not confirmed which Gulf countries are covered, though Dubai is one of the four servicing offices. It also does not say whether the business was pitched, which agencies held it before, or the account's value.

For agencies in the UAE and wider Gulf, it shows where performance social is heading: regional offices plugged into a central hub rather than local agencies holding separate briefs. Local social agencies working for delivery and quick-commerce brands should expect more pitches framed this way.