Isobar launches Middle East operation

Digital agency network Isobar is to expand into the Middle East and North Africa.

Part of Aegis Media, Isobar will initially launch in Dubai before increasing its regional presence through acquisition and organic growth.

The new agency will be overseen by Michael Nederlof, CEO of Aegis Media MENA, who will be responsible for growing the agency’s headcount and geographical footprint. Creative project management will be handled by Rita Cervetto, formerly head of multimedia at Doubleyou in Spain. The Dubai office’s initial staff count will be six.

Isobar, which is the world’s largest digital agency network with more than 50 offices in 38 markets, says it is expanding into the region in order to meet client demand for full-service digital solutions.

“The launch of Isobar is a signal that Aegis Media MENA is committed to the region and its strategy to lead digital innovation and thinking for clients,” said Nederlof. “Our ideas will be based on insight, intelligence and experience. And because we are independent, Isobar will also provide better transparency and remain media-neutral.”

The rolling out of Isobar is supported by the appointment of Duncan James, who has joined the executive board as chief development officer for Aegis Media MEA, responsible for the business development and expansion of Aegis Media-owned agencies, which now include both Isobar and Carat MENA. James was previously consulting director at The Brand Union.

“Duncan’s background as a product innovator for Ford, as a creative account planner and a brand consultant provides our executive board with the joined up thinking that will better link communications to the business ambitions of our clients,” said Nederlof.