R/GA opens an Abu Dhabi base for MENA, led by Bertrand Morin.
R/GA has formally set up in Abu Dhabi as its hub for the Middle East and North Africa, with Bertrand Morin as Executive Director, MENA. The independent creative company says it has served clients in the region for more than a decade.
According to its announcement on 23 September, the MENA operation is already working and will move into its own office later this year. R/GA plans to hire more staff, is making senior appointments in creative and delivery, and has further expansion planned from 2027. It names G42, Wio Bank, National Bank of Kuwait, Banque Saudi Fransi, Emirates NBD and Bank Al Etihad among its regional clients, and says the business is growing through existing clients and new work in the UAE and Saudi Arabia. Its work for G42 this year included Alpha.G42.ai, a generative web interface.
Global CEO Robin Forbes said R/GA chose Abu Dhabi for its "sovereign ambition" and the AI infrastructure being built there. The agency returned to independence with Truelink Capital, is backed by a $50 million innovation fund and bought AI system design studio Addition in 2025. In the region it is offering services such as training custom brand AI models, adaptive commerce experiences and personalised generative interfaces.
The announcement gives no headcount or office address, names no new client wins and does not say who the senior hires will be.
For banks, telcos and government bodies in the Gulf, R/GA is another global, AI-focused creative company to consider, now with leadership on the ground and a client list already heavy in financial services. It says its regional work has included brand systems, digital products and customer experience, so it is likely to compete for product and platform briefs as much as for campaigns.
Why it matters
Another global creative company is setting up in Abu Dhabi because of AI investment, adding competition for bank, tech and government briefs in the Gulf, especially product and customer-experience work.
Related trends.
Mercedes-Benz Cars Middle East picks Ruder Finn Atteline for 106 markets
Mercedes-Benz Cars Middle East has appointed Ruder Finn Atteline as its regional communications partner after a multi-agency pitch. The brief covers 106 markets and will be run from the agency's UAE hub.
Why it mattersA big automotive PR brief run from the Gulf, with AI search visibility written into the scope, shows where communications briefs are heading.
Salesforce agrees to buy Braze for about $5.66bn
Salesforce has agreed to buy Braze, the customer engagement platform, for about $5.66bn in enterprise value. Braze shareholders get $47.50 a share in cash, and the business will be folded into Salesforce's marketing products.
Why it mattersTwo of the biggest customer messaging platforms are merging, which will change pricing and product choices for app-led brands that run lifecycle marketing.
FTC clears Publicis's LiveRamp deal with five years of neutrality rules
The US Federal Trade Commission has cleared Publicis Groupe's $2.2bn purchase of LiveRamp on condition that the data platform stays neutral. For five years Publicis must give rivals and clients equal access and keep their data walled off.
Why it mattersA holding company now owns a key data-matching platform, and rivals are already leaving it. Clients across agencies need to know where their identity and clean-room data will sit.
