Hug and AKQA in Hug’s Dubai offices
On January 1, regional digital agency Hug is to rebrand as AKQA.
AKQA is a network under the WPP holding group. Hug, which has offices in the UAE, Egypt and India, has been part of WPP since it partnered with Grey Group two years ago.
Hug’s CEO and founding partner Tim Baker told Campaign that for about a year the two agencies worked closely together. “The relationship was great, but we both came to realise that actually Hug and Grey were doing the same thing in the same markets,” he said.
Hug, says Baker, remains grateful to the team at Grey for “bringing us into the WPP fa
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