Part of the Annual, the list covers The top 20 news stories relevant to the industry from the year 2024.As 2024 comes to a close, we’ve compiled a list of the Top 20 News Stories that shaped the regional advertising, marketing, and communications industry this year. From major mergers to rebrands, these stories highlight the key moments and trends that defined the year.
The Top 20 News Stories is just one of the many year-end lists featured in The Annual 2024 issue. The issue also includes covers the biggest pitches, media milestones, film campaigns, cinema ads and digital and integrated campaigns.
Read on to explore the top 20 news stories, and check the full issue for a broader look at the year in review.
1. Omnicom agrees to buy Interpublic in deal to create world’s biggest agency group
The year ended with a bang with the announcement of a merger set to shake up the top agency rankings. Major holding group Omnicom Group agreed to acquire Interpublic in a deal worth more than $13bn to create the world’s biggest agency group. The deal is expected to close in the second half of 2025. The new leadership team saw John Wren remain as chairman and CEO of Omnicom. Interpublic chief executive, Philippe Krakowsky becomes co-president and chief operating officer, alongside Daryl Simm.
2. Omnicom Advertising Group appoints global heads
Earlier in August, Omnicom Group also unveiled its new global division Omnicom Advertising Group (OAG), which aligned its creative agencies globally under one leadership team. In the region, the newly structured OAG became the umbrella group for creative networks Impact BBDO, TBWA and DDB Dubai. In the month prior, the group also saw the leadership consolidation of Impact BBDO and DDB Dubai with Dani Richa, chairman and CEO of Impact BBDO Group of Companies, taking over leadership reins.
3. Burson officially rolls out globally
Picking up from last year’s VML consolidation, the WPP mergers continued into the current year, including the merger of global PR agencies BCW and Hill & Knowlton in January. The single entity’s new corporate identity Burson, named after Harold Burson, founder of Burson Marsteller, was officially rolled out in June. In the region, Hill & Knowlton CEO Bashar AlKadhi assumed leadership of the company.
4. AKQA and Grey merge operations in the UAE
Creative agencies did not escape the WPP merger drive this year either. March saw the consolidation of Grey and AKQA operations in five markets to drive efficiencies. AKQA became the lead brand in four of the five markets – Australia, Belgium, Italy and the UAE, while Grey remained the sole agency for China.
5. Cannes Lions owner Ascential to acquire Effie
In August, Ascential, the owner of Cannes Lions and WARC, entered into an agreement to acquire the commercial assets of Effie, the global benchmark of marketing effectiveness. Effie joined the Lions Division, which focuses on creative marketing. Bringing together the Effie Awards and Cannes Lions Awards under the same Ascential umbrella, the merger of Lions and Effie also placed emphasis on the connection between creativity and effectiveness in marketing.
6. Khaled Al Shehhi unveils new sustainability initiative at Dubai Lynx
The Advertising Business Group (ABG) partnered with Ad Net Zero to launch a chapter of the initiative in the UAE. Announced by Khaled Al Shehhi, Executive Director of Marketing and Communication at the UAE Government Media Office, at Dubai Lynx this year, the initiative aimed to decarbonise the UAE’s advertising sector and encourage sustainable behaviour change through advertising. The initial launch was supported by Google, META, Unilever, Group M, MCN, Dentsu, Publicis Groupe and Omnicom Media Group.
7. Sunil John takes MENA helm at Stagwell to lead regional growth
September saw the official entry of a new group into the regional market – Stagwell. While some of the group’s agencies had an existing presence in the market, the group announced its forthcoming MENA office where industry veteran Sunil John took on the senior advisor role for the region. John was appointed to oversee creative collective Forsman and Bodenfors, omnichannel media agency Assembly, strategic growth advisory firm Phronesis Group, and government advisory firm Consulum. Earlier in June, the holding group merged global e-commerce agency Brand New Galaxy with Assembly, with the latter absorbing the former.
The group acquired Brand New Galaxy in 2021.
8. UAE breaks into Top 10 of Cannes Lions regional rankings
Marking a milestone for the region, the United Arab Emirates (UAE) broke into the top 10 nations in the Lions Creativity Rankings and claimed its highest spot to date. The UAE ranked eighth worldwide, having climbed three spots from its 11th-place ranking in 2023.
9. Sir Martin Sorrell to headline Saudi Athar festival speaker lineup
Big global names made an appearance at the second edition of the Athar Festival of Creativity. WPP founder and executive chairman of S4 Capital Sir Martin Sorrell led the speaker lineup, joined by Matt McKie, the Director of Marketing at Manchester United. The festival concluded with its awards, honouring 51 Saudi winners who delivered exceptional creative work.
10. MENA region is fourth largest adspend market
IAB revealed that MENA was the fourth-largest digital ad spend market among EMEA markets. Ranking behind the UK, Germany and France, the region’s spend touched $6,251mn in 2023 according to IAB’s MENA Digital Ad Spend Report. In terms of individual country ad spend, KSA ranked the highest at $2,758mn, followed by the UAE’s $2,036mn.
11. Level up: Marketers discuss the boom in esports and gaming
Following the gaming frenzy and the growing number of gamers in the region, Saudi Arabia hosted the first Esports World Cup in Riyadh. The event took place over a span of almost two months from July 3 to August 25. Brands including Heinz and Mentos took part in the event, catering to the gamers with activations, community tournaments and experiences.
12. TikTok launches its own ad awards
In April, TikTok announced its first awards for advertisers and brands based in the METAP region, encompassing Saudi Arabia, UAE, Qatar, Egypt, Turkey, South Africa and Pakistan. The awards aimed to recognise “creative and high performing” campaigns on the platform.
13. MCN launches Interact platform to further unite data, creative production, media and commerce
Going full throttle on social and digital this year, MCN launched two new offerings in the region: McCann Content Studios and Interact. The Studio combines full-service social and creator strategy and execution into a single entity, while the Interact platform was created to bring together data, creative production, media and commerce to further power personalised and scaled communications for clients.
14. The MediaVantage Group launches The GreenVantage
The green bug awakened later in the year with TheVantage group launching a specialised sustainability-focused offshoot. Called The GreenVantage, the subsidiary was launched to assist MENA brands and agencies in integrating sustainable practices in their campaigns. Robin Phillips was appointed as the General Manager
of The GreenVantage.
15. Havas acquires omni-commerce specialist Liquid
In May, Havas announced its acquisition of Omni-commerce company Liquid to enhance its e-commerce and retail media offering. The merger saw Liquid rebrand into Liquid Havas and join the organisation under Havas Market, Havas’ full-service e-commerce service. Liquid’s chief executive officer, Sachinn J Laala, remained in his role, taking over Liquid Havas.
16. The Independents acquire BUREAU BÉATRICE
The acquisitions continued on the independent front. Communications group The Independents acquired multimedia and creative technology company Bureau Beatrice, expanding its reach in the Middle East. Muller & Phipps Middle East Group, a MENA-based technology distribution house also acquired all the assets of Power League Gaming, a regional e-sports and gaming agency.
17. 7X, formerly Emirates Post Group, spoofs the marketing process in hilarious rebrand
Early in February, Emirates Post Group revealed its new brand identity called 7X. The new branding positioned the group as a “front-runner” in the logistics industry, while the name was chosen to represent “the connectivity of the seven emirates to the seven continents, across the seven seas”. Other brands that also revamped their identity this year include Sharjah, Jumeirah, Abu Dhabi Airport, ROSHN and PIF.
18. Socialeyez unveils new branding and philosophy
APCO drops letters off its logo for a new brand identity
In March, Socialeyez launched its new positioning and branding, which included a new philosophy, “Create, No Matter What”, emphasising its dedication to creativity and social. Earlier in February, similarly, APCO dropped off the word ‘Worldwide’ from its name and logo, adopting a refreshed, modern logo.
19. Emarat offers petrol station naming rights to brands
In March, Emarat offered brands and advertisers the naming rights of its service stations. By claiming the naming rights, brands could also integrate their business models within these service stations.
20 Following in the footsteps of Las Vegas, it was announced that Abu Dhabi would get its own large-scale digital sphere. The yet-to-be opened entertainment venue is likely to double as a large space for advertisers, similar to its American counterpart.
