NEXA Expands Its Reach with Acquisition of Employer Branding Agency Human Magic

NEXA, a Dubai-based digital growth agency, has acquired a stake in the employer brand and recruitment marketing agency Human Magic. This acquisition, facilitated through its UK partnership investment arm, DXG Group, marks a significant step in NEXA's international expansion, enhancing its ability to support clients in attracting and engaging talent.

Amit Vyas, CEO of NEXA, expressed enthusiasm about the acquisition, stating, "We’re thrilled to bring Human Magic, a globally renowned Employer Branding specialist, to this fast-maturing and high-growth market." He highlighted the agency's potential to redefine how organizations appeal to talent in the region. Human Magic has an established reputation, having worked with high-profile clients including Apple, Stripe, Ford, AstraZeneca, and American Airlines. Its expertise lies in helping organizations articulate their employer brand through creating comprehensive Employee Value Propositions, designing candidate journeys, and implementing effective internal communications strategies.

The acquisition aims to strengthen the connection between brand, talent, and performance. By integrating Human Magic's capabilities, NEXA seeks to provide a more cohesive growth strategy that aligns external branding with a company’s internal culture, thus ensuring a consistent brand experience for current and future employees. Mark Hardwicke, CEO of Human Magic, shared his excitement about the partnership, emphasizing the agency’s commitment to the Gulf Cooperation Council (GCC) region. He noted that the collaboration is rooted in a deep understanding of regional dynamics, which is essential for developing effective employer branding and talent strategies.

This deal comes on the heels of previous acquisitions by DXG Group, including MG Empower in 2024 and Two-Up Agency the year prior, which have progressively enhanced NEXA's service offerings in marketing and growth strategies. The current acquisition is timely, as organizations increasingly prioritize the importance of building strong internal teams as part of their growth trajectories.

NEXA is already leveraging Human Magic's expertise in areas such as website development, content creation, video production, and operational trade support. The integration of Human Magic into NEXA's structure has led to immediate collaborative efforts among teams, ensuring continuity and paving the way for future enhancements. This hands-on approach highlights NEXA's commitment not just to acquisitions, but to fostering and supporting the growth of its newly acquired businesses for sustainable success.

As Human Magic enters this new phase under NEXA, the focus will be on solidifying its foundation for future growth. NEXA plans to provide ongoing support to ensure that Human Magic can thrive and expand its client offerings. This acquisition is not merely a transaction; it positions NEXA to better support clients in bridging the gap between brand identity and workforce engagement. With this move, NEXA underscores its intention to construct a more interconnected and comprehensive growth model that integrates strategy, creativity, and human resources effectively.

This acquisition highlights a crucial trend in the marketing and advertising sector: the growing recognition that attracting, engaging, and retaining talent is as essential to business success as customer acquisition. NEXA's purchase of Human Magic represents a proactive step towards this end, signaling a broader industry movement towards a more integrated approach to brand and business growth.