Campaign Middle East’s The Annual 2025 issue has recorded some of the biggest account wins in the Middle East. In 2025, independent agencies were on the rise, securing major remits from giant corporations across multiple-year retainers. The year also saw several agencies retaining current clients.
These wins opened doors to potential long-term partnerships and highlighted resilience and adaptability, crucial traits in an industry that witnessed client demands shift towards measurable brand and business outcomes.
As part of Campaign Middle East’s The Annual 2025 issue – which also features in-depth lists such as the Top 20 news stories, Top 20 media milestones, Top 25 movers and shakers and Top 20 integrated and digital campaigns – the editorial team compiled a list of notable pitch wins that were revealed in the public domain through the year.
Samsung Electronics MENA confirmed a dual-agency partnership structure that will see Publicis Groupe Middle East and dentsu jointly manage Samsung’s media planning and buying portfolio in the region.
Within specific markets, Samsung Gulf Electronics appointed Gambit Communications as its new public relations agency. The remit covers PR operations across the UAE, Qatar, Kuwait, Bahrain and Oman,
spanning multiple business units, including smartphones, TVs and home appliances.
Emirates appointed Havas Media Network as its global media agency following a three-way competitive pitch against incumbent IPG Mediabrands and WPP Media. In 2024, the account was estimated to be worth $117.2m in global billings, with a projected 7.6 per cent increase to $126.1m in 2025.
Abu Dhabi-based digital marketing and creative agency Magnitude Creative now oversees brand communications for Krispy Kreme in the UAE, Saudi Arabia, Kuwait, Bahrain and Jordan as its strategy and creative agency of record. The scope of work covers more than 340 of Krispy Kreme’s doughnut quick-service restaurants across the region.
Events and entertainment company Ethara appointed The Romans as its lead PR agency. The multi-year retainer includes work streams across corporate brand, live events, venues – such as Yas Marina Circuit, Etihad Park and Etihad Arena, among others – and the Formula 1 Etihad Airways Abu Dhabi Grand Prix. Following a nationwide competitive pitch, The Romans bagged the six-figure partnership due to its reputation for dynamic communications strategies.
Dubai Airports appointed Current Global MENAT as its strategic public relations agency, following a competitive pitch review. The agency’s mandate includes delivering impactful integrated campaigns, and proactive media engagement for Dubai International (DXB) and Dubai World Central – Al Maktoum International (DWC).
FP7 McCann Doha has been appointed as the integrated marketing and communications agency partner for telecoms provider Ooredoo Qatar. The multi-year partnership came into effect in March 2025 and sees the agency lead creative strategy, digital, content and production services across consumer and business segments.
Impact BBDO has successfully retained its position as the creative agency of record for regional food brand BRF Sadia following a highly competitive multi-agency pitch. The win extends a 12-year partnership for another three years, supporting Sadia’s ambition to maintain its position as the number one brand in its segment in the GCC.
Memac Ogilvy has been selected as the lead agency to drive public relations and influence by Al-Futtaim IKEA. The agency will deliver the full suite of PR and influence services, including campaign development and execution, press office management and thought leadership programmes. The mandate also covers the execution of influencer engagement strategies across the UAE, Qatar and Oman.
iProspect, a dentsu company, has been selected as the digital media agency of record for Seddiqi Holding, a well-known regional retailer for luxury watches and jewellery. The account tasks iProspect with leading digital strategy, media planning and performance activation across the Group’s portfolio.
For more annual roundups of 2025 you can read Campaign Middle East’s Annual issue here.
