Dragons of MENA names Momentum ME agency of the year at first gathering.
Dragons of MENA held its first in-person gathering in Dubai and named Momentum ME its inaugural Agency of the Year. The Romans UAE took the Blue Dragon for best UAE campaign with Porsche's Black Mambas work.
About 100 guests from more than 50 agencies and specialist businesses attended at Cinema Akil, 25hours Hotel One Central, alongside clients, winners and partners. The morning combined a session run by the Alliance of Independent Agencies Middle East, a screening of winning work from Dragons of Asia and Dragons of MENA, trophy presentations and networking. Entries came from seven markets, and the winning work came from six countries: the UAE, Oman, Bahrain, Egypt, Morocco and Tunisia.
Momentum ME's "No Paws Left Behind" for MARS UAE collected two Gold Dragons, one Silver and two Black Dragons, which earned the agency its title. The Romans UAE also won a Bronze Dragon in Innovative Idea or Concept and a Black Dragon in Public Relations for the Porsche work. Other Gold winners were Clockwork Bahrain, Amber Communications UAE, The Global Advisors Public Relations Consultancy UAE, Bullseye Middle East, and inDrive in Egypt and Morocco. The programme's MENA partner said the Social Media category had no winner because no entry met the standard.
Dragons of MENA is an extension of the 26-year-old Dragons of Asia awards, which held their 26th edition in Kuala Lumpur on 16 October. Its launch in the region was reported in April, with a Dubai event planned for September. A single A$200 entry fee, about US$140, covers eligible entry into both programmes. For 2027 the organisers plan 12 categories and more markets.
For Saudi marketers the takeaway is modest. Saudi Arabia is not among the six winning countries listed, and the winners come from independents, PR shops and in-house teams as much as from networks. The results and attendance figures come from Campaign Middle East alone, and a full winners list was not seen, so treat the tally as the organisers' account.
Why it matters
A new low-cost effectiveness award for the region has its first winners, with independents and PR shops among the top honours. Saudi work is not among the winning countries listed.
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