Krikor Khatchikian, Regional Managing Director, G2. GroupG2. Group has entered its next chapter as a regional communications group built for today’s connected world: integrating strategy, creativity, PR and influence, media and content under one roof, with operations across Doha, Dubai, Oman and Beirut.
Designed as a future-facing operating model, G2. brings together specialised brands across key disciplines to serve organisations seeking both regional scale and local market nuance.
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Its core entities operate as distinct, independent disciplines while collaborating closely across MENA:
- Grey Doha, the group’s creative backbone, builds on more than 20 years of legacy in Qatar to deliver culturally fluent, insight-led brand strategy and integrated campaigns designed to scale;
- Pin&Notch, previously known as Cohn & Wolfe and GREY PR in Doha, strengthens integrated solutions through strategic communications and PR, led by senior professionals with deep expertise across the region’s media, stakeholder, and influence landscapes; and
- Eight anchors media at the heart of the creative process, delivering data-driven planning and buying to ensure ideas and narratives reach the right audiences, at the right scale.
Commenting on the journey and the legacy spanning 20 years, Krikor Khatchikian, Regional Managing Director, G2. Group, said, “G2. reflects an evolution shaped by decades of regional experience: addressing a long-standing client need for agility, insight and results across markets, without compromising depth and focus. With G2., we offer a regional platform powered by integrated thinking and local precision.”
The group is also placing early bets on emerging industry tools, with dedicated artificial intelligence (AI) and trend-monitoring capabilities already in development.
Khatchikian added, “There is a creative recalibration happening in MENA. Brands want to move faster, say more with less, and connect through culture. What we are building with G2. is an ecosystem where tools and talent can meet that demand; from our AI creative lab to the way we work across cities and teams. This is about building the region’s next creative edge, not just another agency network.”
With a regional approach at its core, G2. aims to act as a bridge for clients looking to scale across the Middle East, combining local intelligence with integrated delivery, and reshaping the way communications services are offered in a fast-changing landscape.
