The Campaign Middle East 2025 Annual issue covers the industry’s top 20 news stories from the region. From major mergers to rebrands and launches, these stories highlight the key moments and trends that defined the industry within advertising, marketing and communications in 2025.
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.
- Yas Island reveals Disney theme park resort
In 2025, the stars shone bright in Abu Dhabi. In May, The Walt Disney Company announced plans to develop the first Disney theme park resort destination in the Middle East and Africa region at Abu Dhabi’s Yas Island in collaboration with Miral. The announcement event included a 9,000-drone light show – the largest staged in the region. The theme park announcement was brought to life by Momentum Dubai, Initiative MENAT, Weber Shandwick MENAT, HQ Worldwide Shows (HQWS) and Dejavu UAE.
- Millie Bobby Brown named Yas Island brand ambassador
Later in the year, Yas Island Abu Dhabi named Hollywood star Millie Bobby Brown as its brand ambassador. Announced in November, parallel to the release of Stranger Things’ final season, the partnership with Brown aimed to create new avenues for Miral Destinations and Yas Island to meet younger audiences and tap into emotional moments that fans are experiencing.
- Cannes Lions picks Khaled AlShehhi as first government sector juror in 72-year history
The Cannes Lions International Festival of Creativity selected Khaled AlShehhi, Executive Director of Marketing and Communication at the UAE Government Media Office, to join its jury panel, making it the first time that a government sector representative from across the globe has been chosen for this role in the festival’s 72-year history.
- Omnicom closes IPG acquisition for final purchase price of $9bn
Omnicom closed its acquisition of Interpublic Group at a $9bn price point in November. The deal created the largest agency holding company by revenues in the world. Omnicom recorded $18bn in revenue in the first nine months of 2025, compared with its closest rival Publicis Groupe, which recorded $12bn in the same period.
- Publicis Groupe unites Leo Burnett and Publicis Worldwide under Leo network
Publicis Groupe kicked off the year by merging two of its key creative networks, Leo Burnett and Publicis Worldwide, into a unified network called Leo in January. The new ‘creative constellation’ brought together 15,000 employees across 90 countries. Leo Burnett agencies worldwide rebranded simply as Leo, and Publicis Worldwide agencies now operate under the Leo network.
- MCN expands IPG’s Acxiom in MENAT
Middle East Communications Network (MCN) revealed a major expansion of its data capabilities and platform services across the MENAT region through Acxiom, part of IPG. Building on its established presence, Acxiom, a global leader in customer data management and marketing technology, enhances and powers MCN’s comprehensive data, performance and technology offerings across the MENAT region.
- BackLite Media, Viola Media, Media 247 officially unite as Multiply Media Group
Abu Dhabi-based investment holding company Multiply Group officially united three out-of-home (OOH) companies within its portfolio – BackLite Media, Viola Media and Media 247 – under a UAE-headquartered media entity called Multiply Media Group (MMG) in June 2025. The scale of the newly formed MMG now includes more than 3,000 advertising units across the UAE. Multiply Media Group (MMG) also recently acquired London Lites, one of London’s leading digital out-of-Home (DOOH) operators renowned for its landmark locations. The transaction marked a major milestone in MMG’s international expansion strategy, establishing an immediate and scaled presence in the UK’s high-growth digital outdoor market under the Backlite UK brand.
- Ray-Ban Meta unlock hands-free videos, AI voice search, live translation in the UAE
Meta Platforms and EssilorLuxottica launched the Ray-Ban Meta glasses in the UAE in May. The collection offers users the ability to record photos and videos hands-free and listen to music discreetly without any headphones or ear plugs. The glasses can translate certain languages live – including sign language – and can also translate printed material such as menus and signposts. They also offer access to a built-in Meta AI that can be queried for answers on the go. The enhanced experience allows the wearer to easily share with friends or to any social app on their phone and pair multiple glasses to their phone, managing them in one place.
- OMD Worldwide reveals new brand positioning
In February, OMD Worldwide, part of Omnicom Media Group and the world’s largest media agency network, revealed its new brand positioning: We Create What’s Next. The new direction highlighted OMD as a media partner with the vision, expertise and technology to help brands drive incremental sales and market share growth in a dynamic business and consumer landscape.
- The Vantage rebrand unites global media, sustainability ads, adtech solutions
The MediaVantage, a global media representative in the region, along with The GreenVantage and The TechVantage, known for their focus on championing sustainability in advertising and adtech solutions respectively, united under a single brand identity: The Vantage. Marking the company’s 15th anniversary milestone, the rebrand celebrated a legacy of excellence while embracing cutting-edge marketing practices to stay ahead of trends.
- Volkswagen Middle East signs two-year sponsorship of Al-Ittihad FC
As part of its ‘We Drive Football’ initiative, Volkswagen Middle East announced a partnership with Al-Ittihad Football. The two-year sponsorship included Volkswagen’s logo on the front collar of Al-Ittihad’s men’s first-team shirts and the sleeves of the women’s first-team kits, ensuring prominent visibility both locally and internationally. Al-Ittihad’s men’s and women’s teams now have access to the latest Volkswagen models.
- UM launches Full Colour Media
Global media agency network UM, part of IPG Mediabrands, launched its ‘Full Colour Media’ proposition and philosophy in January, offering a proprietary growth model and research that revolutionises the way marketers build brands in the era of AI.
- Publicis Groupe Middle East acquires Chain Reaction
Publicis Groupe Middle East acquired Chain Reaction in a strategic move to reinforce its performance marketing, content, and experience design leadership and capabilities.
- Majid Al Futtaim launches Bright Bites: World’s first supermarket for kids
In September, Majid Al Futtaim launched a new grocery retail ecosystem and the world’s first supermarket built especially for kids: Bright Bites. The shopping experience introduced a new avenue for Majid Al Futtaim’s retail media partners through its dedicated retail media network, Precision Media.
- UAE unveils BRIDGE Summit: World’s largest marketing, media and creative event
The UAE National Media Office (NMO) launched the BRIDGE Summit, as the world’s largest gathering of leaders across seven content tracks: marketing, media, creator economy, music, gaming, picture and tech. The Summit hosted more than 300 activities and activations, including 200 panel discussions and talks, 50 workshops, and interactive sessions, designed to foster cross-sector collaboration.
- Keeta enters food delivery market
Keeta, a technology-driven delivery platform, launched in Saudi Arabia, the UAE, Kuwait and Qatar with an integrated campaign that introduced the brand in a confident and approachable way, while laying the groundwork for long-term presence. Billboards, digital content, CRM, social media and selected on-ground moments all came together throughout different phases to create visibility.
- M+C Saatchi Middle East unveils rebrand, acquires DUNE | 23
M+C Saatchi Middle East, formerly M&C Saatchi, introduced a new brand identity and strategic positioning as part of a global shift by the M+C Saatchi Group. The agency rebranded around the concept of ‘Cultural Power’ to help brands harness cultural forces and drive brand growth. The agency also acquired Middle East-based DUNE | 23.
- AlUla hosts Instagram Creators Summit in MENA with Meta
Meta, the Royal Commission for AlUla, Saudi Tourism Authority and Riyadh Air partnered to bring the Instagram Creators Summit to AlUla in April. An elite list of content creators were hand-picked to experience the line-up of sessions designed to enhance their skills, expand their reach, and maximise their impact. Cumulatively, the select group of creators represent a global reach of more than 231 million followers.
- Qatar Airways launches The Creative 100
Qatar Airways entered a global partnership with Grammy-award-winning artist, entrepreneur and cultural visionary Swizz Beatz to introduce The Qatar Airways Creative 100, a bold platform that aimed to celebrate and connect the world’s most influential and inspiring creatives shaping global culture today. Through this partnership, Qatar Airways and Swizz Beatz re-imagined how creativity travels, transforming global movement into cultural exchanges.
- Aleph, Reddit ink exclusive ad partnership in the UAE, Saudi Arabia and 45+ markets
Aleph was appointed as Reddit’s exclusive advertising representative in markets across Europe, MENAT, Latin America and the APAC regions, including in the UAE and Saudi Arabia.
The partnership provided a direct path for local and regional advertisers to Reddit’s engaged, high-intent audience.
For more top roundups of 2025 you can read Campaign Middle East’s Annual issue here.
