Marketing Agency M&A Activities Heat Up in the Middle East

The Middle Eastern marketing landscape is witnessing a surge in mergers and acquisitions, signalling a transformative phase for the region’s advertising and marketing sectors. With digital consumer behaviour on the rise and a robust pipeline of mega-projects, the region is poised for a breakout year in M&A activity as we approach 2026. Key factors driving this momentum include rapid growth in martech and adtech spend, increasing importance of experiential marketing, and a robust shift towards AI integration within marketing strategies.

**Publicis Groupe Acquires Chain Reaction**
Publicis Groupe has acquired Chain Reaction, a prominent digital performance agency based in the Middle East. This agency is known for its 190 specialists with strengths in search and content services. The acquisition highlights a strategic trend where scaled digital agencies with compelling performance and data narratives are becoming significant targets for larger networks looking to enhance their service offerings.

**M&C Saatchi Sport & Entertainment Takes Over DUNE | 23**
In another significant deal, M&C Saatchi Sport & Entertainment has merged with DUNE | 23, an agency operating in Dubai and Abu Dhabi that focuses on PR, social media, influencer marketing, and experiential services within major sporting and entertainment events. This acquisition reflects a growing appetite among buyers for specialised firms that operate at the intersection of passion-driven events and the creator economy.

**GL Events Enters Talks to Acquire ADD Group**
GL events has entered into exclusive negotiations to acquire a 51% stake in ADD Group, a 400-person agency based in Riyadh that specialises in experiential and live events management, including immersive builds and logistics. This move signals the global interest in establishing long-term infrastructure for tourism and major events, which are integral to the region’s economic agendas.

**Mila Celebrations Forms Partnership with Rodyan Group**
Mila Celebrations, an AI-focused event-planning platform, has announced a $5 million partnership with Rodyan Group, an established corporate events agency in Saudi Arabia. This collaboration indicates a growing trend toward integrating AI into event planning, leveraging technology to create innovative experiential models that attract investment.

**MAIN Marketing Agency Expands Through Acquisition**
The Erbil-based MAIN Marketing Agency has expanded its operations through the acquisition of another agency. This move, accompanied by a team and contract absorption, has allowed MAIN to rebrand as a 360-degree FMCG-focused business, with aspirations to scale its operations throughout the Gulf and wider MENA region. This exemplifies how independent agencies are using M&A not merely as a route out but as a strategic growth tool.

**OSN Streaming Invests in Ad-Tech Initiatives**
OSN Streaming has secured a fresh minority investment from a global content partner. Additionally, OSN has appointed Magnite for addressable TV services and partnered with The Trade Desk to enhance programmatic access capabilities. This deal represents the formation of a regional connected-TV and premium video ad-tech infrastructure, which is crucial as advertisers increasingly look for robust media solutions.

**Agency Landscape Insights**
The consolidation of smaller scaled independents is becoming a notable trend in the Middle East as demand for digital performance agencies continues to rise. Moreover, experiential marketing is evolving into a strategic asset as large-scale events proliferate, prompting agencies to secure significant majority and minority investments. Furthermore, buyers are increasingly scrutinising how AI is interwoven into agencies’ workflow and product offerings, especially concerning the Arabic language and personalisation strategies.

The importance of data-driven influencer and creator marketing campaigns is also intensifying, with businesses seeking out opportunities that merge data, narrative, experience, and performance to create compelling marketing strategies. As the market develops, agencies that can adeptly connect these elements are likely to stand out as the most attractive acquisition targets moving forward.

As M&A activity surges in 2026, the trends and strategic imperatives observed in recent deals will likely shape the future landscape of marketing agencies across the Middle East region.

Source: Openpr