Six years after its founding, Berlin-headquartered creative agency Fraser has opened a branch in Dubai. The move is part of the independent, owner-managed German agency’s international expansion, following openings in Zurich in 2023 and Cape Town earlier this year.
The Dubai branch will be led by Managing Director of Strategy Tanya Dernaika, Creative Managing Director Pablo Maldonado, and Account Director Mia Moussa.
A Lebanese native like Moussa, Dernaika is a strategist with international experience across industries such as automotive, technology, finance, and FMCG. After 25 years with Ogilvy in the Middle East, she took on the role of Global Head of Strategy for NIVEA at Publicis OneTouch in Hamburg, Germany, in 2020 before returning to the region.
Meanwhile, Moussa joins from Havas Middle East, while Maldonado comes from Grey in Dubai. Maldonado was awarded a Grand Prix at the Dubai Lynx Awards as Chief Creative Officer of his previous network agency this year.
“The past year and a half has been a period of significant growth for us, particularly with the expansion and establishment of our studios in Switzerland and South Africa — clear proof that our offerings are in demand and appreciated in these markets,” says Benjamin Baumann, Founder and CEO of Fraser.
As an international agency with digital DNA, Fraser combines creativity, technology and distribution shaped by culture to achieve maximum effectiveness. The agency’s global clients include brands such as UBS, Ferrari, Commerzbank, Bosch, Selecta, NY Pizza and Comdirect.
“I am thrilled that we are now opening another studio in a growth-oriented region. The timing was right, as we have secured exciting major clients. With our experienced launch team, who know the market, the region, and the culture well, we have created the best conditions for sustainable success,” Baumann added.
The rapid economic growth in the UAE makes it a highly attractive location for establishing FRASER’s digitally driven communication services, further supported by the acquisition of clients, who will be announced by the end of the year, the creative agency told Campaign Middle East in a statement.
