ICOM, the global network of independent marketing and communications agencies, has announced the addition of sweetwater, a brand experience agency, to its community of members.
Headquartered in Dubai with operations in Saudi Arabia, Pakistan, and Qatar, Sweetwater’s portfolio spans industries from fashion and beauty to automotive, tech, and finance. Co-led by Steven Hetzer, CEO & Founder, and Usman Saleemi, Executive Creative Director & Partner the agency recognised for crafting experiences for brands like L’Oréal, adidas, Google, Genesis, and Mashreq Bank.
Hazem Hussein, ICOM’s MENA Regional Director, and Chairman and CEO of member agency Advantage Marketing & Advertising in Egypt said, “The Middle East is one of the fastest-growing marketing and business regions in the world, and sweetwater’s presence in this dynamic landscape is a strategic win for our network,”
Hussein continues, “Their creative excellence in experiential and integrated marketing and deep understanding of the Gulf Cooperation Council markets give our members and clients a strong competitive edge.”
Steven Hetzer, CEO of sweetwater adds, “As a proudly independent agency that’s grown from a local success story to then expand across the Middle East and South Asia, sweetwater has long sought a more global partnership that truly aligns with our vision and values, giving us international reach without compromising on what makes independents the most valuable agencies in a shifting marketing ecosystem.
From our first conversations with ICOM’s leadership and member agencies, it was clear – we had found our people.”
Emma Keenan, ICOM President and CEO comments, “From the first conversation, it was clear our values and ambitions were aligned. Sweetwater brings regional insight, creativity as well as a collaborative spirit that embodies everything ICOM stands for.”
“As a homegrown agency, we embody the energy and ambition of the fast-evolving Middle East. Our deep regional insight allows us to deliver bold, culturally resonant, and results-driven campaigns. We’re excited to support ICOM agencies and their clients in making a meaningful impact across one of the world’s most dynamic markets,” said Hetzer.
More than 70 agencies in 50 countries are represented by ICOM. The strategic decision to integrate Sweetwater into ICOM improves the agency’s ability to provide creative solutions and deep regional insight.
