Horizon FCB rebrands Lord & Thomas to launch Fuelcontent brand in MENA

The rebrand builds upon Fuelcontent’s existing hubs in Canada, France, India, South Africa and the UK.

From left: Hicham Soubra, head of creative services and production; Rodrigo Rodrigues ,ECD; Mazen Jawad; Reham Mufleh

The regional arm of FCB’s production arm Lord & Thomas has rebranded as Fuelcontent. Mazen Jawad, President of Horizon Holdings in the MENA region, announced the rebranding and launch of Fuelcontent in Dubai. The newest content production arm of the FCB Global Network is expanding into the MENA region through a lead office in Dubai. The rebrand builds upon Fuelcontent’s existing hubs in Canada, France, India, South Africa and the UK.

“Since its inception in 2016, Fuelcontent has been steadily gaining momentum to become a robust global network. This latest addition in Dubai that will serve the MENA region is the next piece in the puzzle, providing a rich market in which to tell ‘Never Finished’ stories to new audiences,” said Jawad. “Forging a larger Fuelcontent network adds value to our clients’ businesses and provides the opportunity for us to strengthen our offerings in the region and continue to grow our global footprint.”

Horizon plans to expand the Fuelcontent network further. The agency specialises in film, animation,
visual effects, post production, graphic design and photography.

Fuelcontent Dubai will be led by Reham Mufleh, general manager of Horizon FCB Dubai, and the regional operations will offer content creation solutions in an end-to-end format. “Fuelcontent Dubai will integrate key Horizon FCB tools such as Brand Bedrock and align core brand strategy to content strategy to create Never Finished content platforms. And since content creation is always
collaborative, Fuelcontent Dubai will also work closely with a network of individual content creators and different digital platforms to optimise content visibility and management,” she said.

The region will also collaborate with Fuelcontent across markets. Between its international offices, Fuelcontent will be able to provide 24-hour service for its clients.

Fuelcontent’s entry into the MENA region reflects the network’s desire to connect talent on a larger scale across continents, amplify its content creation and production offerings for clients and increase its global reach as one consolidated network. The organization currently represents across markets AB InBev, Adidas, BMW, California Garden, Cell C, Citi, Clorox, Coca-Cola, Danone, Lexus, MTV and Toyota among others.

“In our fast-paced modern world, content has become one of the most powerful forms of communication. Growing Fuelcontent at the forefront of brand storytelling – provides increased connectivity and allows us to stay ahead of the curve”, said Horizon FCB in a statement.