Shamal Holding has appointed Omnicom Group as its fully integrated marketing and communications partner, following a competitive multi-agency pitch. The collaboration marks a significant step in the Dubai-based investment firm’s growth journey, underscoring its commitment to positioning marketing and communications as a core business driver.
The appointment brings together Omnicom’s network agencies – Impact BBDO/Proximity for creative, content and technology, OMD for media and performance, and Impact Porter Novelli for strategic communications and PR – into a single cross-functional team built around Shamal’s long-term business objectives.
The partnership is designed to create a seamless ecosystem combining brand strategy, data-driven insights, and agile execution across every consumer and stakeholder touchpoint. By integrating creativity, performance, PR and analytics under one structure, the collaboration aims to redefine how Shamal builds, measures and scales its brand experiences, using unified data, AI and a more integrated strategic framework.
Abdulla Binhabtoor, CEO of Shamal Holding, said: “At Shamal, we believe that trust, reputation, and consistent storytelling are central to long-term value creation. As we accelerate our growth journey, marketing and communications are not only a reflection of our ambition but a driver of business performance. This partnership with Omnicom represents a decisive investment in how we shape belief in Shamal’s vision, build stronger connections with stakeholders, and deliver sustainable business outcomes.”
According to the company, Omnicom was chosen for its track record with global and regional brands, ensuring Shamal benefits from international best practice combined with local market understanding.
Dani Richa, Chairman and CEO, Impact BBDO Group of Companies, said: “This partnership sets a new benchmark for integration. We have built a solution designed specifically for Shamal’s ambitions that brings together media, creative content, PR, performance, and data as one cohesive engine, working together from day one. This team thinks holistically, moves quickly, and delivers real business results. Shamal is a visionary client and this is a visionary model to match. It’s a new standard for how modern brands can move with agility while staying aligned to a core strategy.”
The move also reflects Shamal’s ongoing investment in its marketing and communications function, including the expansion of its senior leadership team.
The integrated partnership will support the company’s portfolio of destinations and lifestyle assets, including Naïa Island Dubai, Skydive Dubai, Deep Dive Dubai, Dubai Harbour, Baccarat Hotel & Residences, and Five Guys.
