Joanna Della-Ragione, Managing Partner, W Communications GCC (R) and Warren Johnson, Founder and CEO of W Communications.Independent creative communications agency W Communications has expanded its regional presence with the launch of a new headquarters in Abu Dhabi, marking a significant step in its Gulf strategy.
W first entered the Middle East in 2020 as the agency of record for Diriyah Gate Development Authority. Its new GCC set-up now unites three brands under one umbrella: W GCC, offering creative communications from Abu Dhabi; Riyadh-based Lotus Arabia, a destination marketing specialist representing clients such as Saudia and AROYA Cruises; and Hello Franses!, the group’s celebrity and influencer marketing arm, which has partnered with global sport and entertainment properties including Formula 1, Formula E and the Red Sea International Film Festival.
Together, the brands aim to provide an integrated platform designed to support clients in what W describes as one of the world’s most fast-evolving communications landscapes.
Founded in London in 2009, W has grown into one of the most awarded independent agencies globally, with operations in London, New York and Singapore. Its decision to establish a Gulf base highlights the region’s growing importance in the international communications industry, with Abu Dhabi serving as a central hub.
The Abu Dhabi office will be led by Joanna Della-Ragione, Managing Partner, W Communications GCC. Della-Ragione brings first-hand experience of some of the region’s largest projects, having previously served as Chief Marketing & Communications Officer at Oxagon, NEOM’s first subsidiary, as well as holding senior positions at the Diriyah Gate Development Authority.
“Brands in this region aren’t just following trends, they’re setting them,” said Della-Ragione. “From Abu Dhabi to Riyadh and Doha, the GCC is reshaping culture, lifestyle and tourism on a global scale. With presence now in both KSA and the UAE, and a mandate to serve the wider Gulf, W is embedding for the long term – telling stories that resonate globally while staying rooted in local culture.”
Warren Johnson, Founder and CEO of W Communications, added: “The Gulf is a market we’ve long admired for its ambition and pace of change. Establishing our GCC HQ in Abu Dhabi signals our commitment to investing in talent, creativity and long-term partnerships across the region.”
