Dubai Airports has appointed Current Global MENAT as its strategic public relations agency, following a competitive pitch review.
As the operator of Dubai International (DXB) and Dubai World Central – Al Maktoum International (DWC), Current Global will partner with its newest client to deliver impactful integrated campaigns, and proactive media engagement.
Current Global operates within the Middle East Communications Network, alongside agencies like Jack Morton, MRM, and Magna – already supporting Dubai Airports. The agency claims that together, they will form a unified team to shape the airport’s brand and communications across every touchpoint, reinforcing its status as a vital gateway to Dubai and the wider region.
“As Dubai Airports transforms into a hospitality-driven organisation, we need to move to a more agile, digitally-driven and integrated marketing and communications approach, that makes the most of the latest tools, technologies and thinking,” said Michelle Lee, VP Brand & Communications, Dubai Airports. “Working alongside our existing MCN partners, Current Global will help us deliver truly integrated internal and external communications through impactful and innovative storytelling, with earned at the centre.”
Internally, Dubai Airports will also be further amplifying its culture ambition and refreshed corporate strategy, aimed at enhancing employee engagement and experience.
“Dubai Airports is one of the region’s most iconic and strategically important brands, and we are proud to deepen our partnership through this appointment,” said Ghassan Harfouche, CEO of MCN MENAT and President of McCann Worldgroup APAC.
“It reflects the growing demand from clients for seamless, efficient, and integrated solutions, powered by specialist agencies working as one connected team,” he added. “At MCN, we are committed to helping ambitious brands like Dubai Airports unlock greater impact through collaboration, creativity, and consistency, helping them create an enduring and meaningful brand.”
Current Global’s current portfolio of clients currently includes Dubai Tourism, New Balance, Global Village, Roxy Cinemas, Kraft Heinz, Bentley, Bugatti and GymNation.
On its latest account, Peter Jacob, Managing Director, Current Global MENAT, said: “Dubai Airports is at the forefront of global aviation overseeing both DXB, the busiest international airport in the world and DWC, the airport of the future.”
“It’s a business that represents so much more than just travel. It’s the first and last impression of Dubai for millions of people. Its people embody the very spirit of the city. It’s so closely aligned to the Dubai growth story. We couldn’t be happier to have been appointed and to work with the world-class brand and communications team at Dubai Airports and with our friends across MCN,” he added.
Dubai Airports claims to continue to drive the future of global aviation, supporting the D33 Agenda. The second half of 2025 year will see the 19th edition of the Dubai Airshow at DWC as well as the anticipated announcement of the highest annual traffic figures in the organisation’s 60-year history, cementing DXB’s legacy as the world’s busiest international airport.
