MCN, an advertising and marketing communications agency network in the MENAT region, has introduced Current Global as a new multi-disciplined communications offer.
Current Global is an Interpublic Group agency and a unit of IPG DXTRA (NYSE: IPG). Its mission is to establish and foster meaningful human connections in a world where brands are competing for attention and relevance. By putting people at the centre of business decision making, Current Global identifies ownable moments for clients to influence behaviour and outcomes. The agency’s ‘human communications by design’ approach combines a clear articulation of the soul of an organization, a deep understanding of human behaviour, and immersion into the contexts of culture at home, work, and play.
Current Global is also at the forefront of championing accessible communications. Its ‘Accessible by Design’ offer is an agency-wide commitment that every piece of communication it develops, curates, and publishes will meet the highest accessibility standards.
The agency works with a portfolio of blue-chip corporate, consumer, healthcare and technology, clients around the world. Born of PR, with native integrated communications skills, it applies deep expertise in earned, social, owned, and paid media to reach any audience anywhere they experience a brand or participate in its story.
The introduction of Current Global builds on MCN’s accelerated expansion following an exceptional year of growth, offering clients a differentiated set of capabilities, skills, and perspectives across public relations and communications. Headquartered in Dubai, it will initially be focused on the UAE, with plans to build and scale across the region.
“MCN’s strategic communications and brand experience units under the leadership of Ziad Hasbani have been growing phenomenally over the last decade. As we embrace an ever-evolving and fast age of communications with unique client needs, we recognize the potential of adapting very distinct branded offerings within the realm of solving for businesses and organizations. Brands operating across the Middle East, are entering an era in which stakeholder management is maturing as the transformation visions of Middle Eastern countries scale-up, presenting opportunities to engage with audiences in many and new ways.
As Current Global builds up over time, it will offer brands in the region another dimension and provide an integrated approach combining creative firepower, scientific rigour, and sector specialisms to create impact,” commented Ghassan Harfouche, Group CEO of MCN.
“Current Global has gone from strength to strength in every market we operate in worldwide. A key driver of that success has been our ability to serve increasing demand for blended skills and expertise across corporate consumer, health and technology sectors,” said George Coleman, co-CEO at Current Global. “Our footprint already spans North America, the UK, Germany, LATAM, China and India, but to round out our global offer it’s been a strategic priority for us to add the capability to service clients directly from a MENAT hub. We’re excited to be working with Ghassan, Ziad and their team to bring the Current Global offering to such a vibrant and dynamic region.”