Sawsan Abdillahi, SVP, Creator Partnerships for the Middle East and North Africa.United Entertainment Group (UEG), the culture and entertainment marketing agency within DJE Holdings, has appointed Sawsan Abdillahi as SVP, Creator Partnerships for the Middle East and North Africa (MENA).
The appointments aims to mark a significant step in the Edelman affiliated agency’s expansion across EMEA and the rapidly evolving creator economy in the Middle East.
Based in Abu Dhabi, Abdillahi will lead UEG’s creator partnerships offering across the region, helping brands build culturally relevant connections with audiences through creators, entertainment, and talent-led storytelling.
Her appointment reflects UEG’s ambition to further scale its capabilities in the Middle East and replicate the momentum and success of its EMEA growth strategy in key regional markets.
“Over the last decade we’ve seen Middle Eastern countries emerge as global pioneers in the integration of government communications, destination branding, tourism, luxury marketing and live experiences,” said Justin Westcott, CEO, Edelman Middle East. “The expansion of UEG’s capabilities in the region enables us to help clients weave their narratives with greater precision into the cultural fabric of the Middle East.”
Abdillahi joins with more than 15 years of experience across social, influencer, and communications strategy, having worked with brands including Visit Abu Dhabi, Qatar Foundation, Yas Island, IKEA, Johnson’s, Etihad Airways, and Pepsi. Her work spans tourism, FMCG, and destination marketing, with a focus on turning culturally driven storytelling into measurable business outcomes.
Her appointment builds on growing demand from clients for creator-first campaigns that connect brands to culture in more authentic and commercially impactful ways. It also strengthens UEG’s broader offering across talent and influencer partnerships, content partnerships, and live experiences.
“The way brands connect with audiences is evolving rapidly, particularly across the Middle East where creator culture is shaping everything from entertainment to commerce,” said Paul Tremain, Managing Director, EMEA, UEG. “Sawsan brings a rare combination of strategic thinking, cultural fluency, and deep regional expertise. Her appointment represents another important step in UEG’s continued growth across EMEA and our ambition to help clients show up in culture in ways that are meaningful, authentic, and commercially effective.”
Abdillahi will work closely with teams across Edelman Middle East and UEG’s wider EMEA network to drive integrated creator partnership opportunities for existing and future clients across the region.
Commenting on her appointment, she said: “Brands can no longer treat creators as an add-on to campaigns. The most effective partnerships happen when creators are involved in shaping the idea from the beginning.”
“Across the Middle East, we’re seeing audiences respond to work that feels culturally aware, platform-native, and genuinely relevant to their lives,” she added. “That creates a huge opportunity for brands willing to invest in long-term storytelling and partnerships that audiences actually trust.”
UEG aims to continue expanding its culture-led marketing capabilities globally, connecting brands with the people, platforms, and spaces audiences trust most. The agency works across creator and celebrity partnerships, entertainment integrations, social-first content, and experiential activations for brands including Starbucks, Pepsi, Samsung, Unilever, American Express, adidas and BMW.
The announcement also reflects Edelman’s focus on growing investment in the creator economy. The integrated communications agency recently appointed Kenny Gold as its first-ever Global Chief Creator Officer, further strengthening the firm’s creator capabilities and commitment to creator-led marketing globally.
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