NEXA, a Dubai-based digital growth agency with offices in Dubai, Riyadh, New York, London and Melbourne, has acquired a stake in the globally renowned employer branding specialist Human Magic through its UK partnership investment arm, DXG Group, marking another significant step in the group’s international expansion.
Amit Vyas, CEO at NEXA, says, “We’re thrilled to bring Human Magic, a globally renowned Employer Branding specialist, to this fast-maturing and high-growth market. There’s immense potential here and we’re excited to help organizations redefine how they attract and engage talent in the region.”
Human Magic is a globally recognised employer brand and recruitment marketing agency, with an established presence across the UK and US working with brands such as Apple, Stripe, Ford, AstraZeneca and American Airlines amongst many others.
The agency has built its reputation by helping organisations define and communicate their employer brand, from shaping their Employee Value Proposition to creating internal communications strategies, designing the candidate journey and delivering campaigns that attract and engage high-value talent.
By bringing Human Magic into the group, NEXA is expanding its ability to support clients across both sides of that equation. The addition of employer branding and recruitment marketing strengthens the connection between brand, talent and performance, creating a more complete approach to growth.
This allows for closer alignment between how a business communicates externally and how it presents itself to current and future employees, ensuring consistency across the entire brand experience.
Mark Hardwicke, CEO at Human Magic, says, “We are delighted to join forces with NEXA as we continue our commitment to the GCC. This is a region built on ambition, resilience, and forward-looking transformation. Our partnership reflects our belief that meaningful employer brand and talent strategies must be rooted in deep regional understanding, long-term presence, and respect for the diverse talent communities shaping its future.”
This acquisition brings a complementary capability into the group at a time when businesses are placing greater importance on how they build and sustain their teams.
The move follows DXG’s acquisition of MG Empower in 2024 and Two-Up Agency last year, further strengthening NEXA’s capabilities across marketing, talent and growth strategy.
Growth today is shaped by more than customer acquisition. The ability to attract, engage and retain the right people internally plays an equally important role in how organisations scale and perform over time.
Teams across NEXA are already working closely with Human Magic across website development, content, video production and operational support.
The response internally has been immediate, with teams collaborating closely to ensure continuity while setting the direction for what comes next. This hands-on approach reflects a broader commitment to not only acquiring businesses, but actively building and supporting them for long-term success.
Human Magic enters this next chapter at an important point in its journey. The business has been going through a period of transition and a key focus for NEXA is to support the team while strengthening the foundation for future growth. That support is already underway.
Over the coming weeks, more will be shared on how teams will collaborate and how this combined offering will be brought to market.
This acquisition marks a significant step forward in expanding NEXA’s capabilities and strengthening how the group supports clients across both brand and business growth. It reflects a continued focus on building a more connected, end-to-end growth model that brings together strategy, creativity and performance with the people behind it.
