The list below is not an endorsement. Its intention is to highlight the agencies that were shortlisted for the creative agency of the year award category by a jury of 29 client-side marketers who judged Campaign Agency of the Year Middle East awards in partnership with Haymarket in the UK and audited by PwC, under MediaSense.
Unlike other awards in the region that are based on the agencies’ work and creative effectiveness, Campaign Middle East’s Agency of the Year Middle East Awards honour those who have raised the bar within the industry in terms of business growth, workplace culture, leadership, as well as diversity and inclusion.
Reviewed by the panel of judges, here are the best creative agencies in the Middle East for 2024:
Publicis Groupe – Saatchi & Saatchi Middle East
The winner of the Creative Agency of the Year award, Saatchi & Saatchi, made a comeback in 2024. The agency achieved 32 per cent business growth and a 91 per cent workforce expansion, securing clients such as Pfizer, ADNOC, ADCB, Amazon, Nana, and the Department of Health Abu Dhabi. Their campaigns, including OffSet Boxset, ProtectTasbih, and Time To Read, earned recognition at Cannes Lions, Dubai Lynx, One Show, LIA, and Cresta.
“The agency’s approach combines creativity, agility, and advanced AI integration, ensuring they stay at the forefront of industry innovation. Their strong employee retention and development initiatives, along with a focus on creating an engaging work culture, contribute to their success,” a member of the jury for the Agency of the Year Middle East Awards said.
FP7McCann Dubai
The creative shop experienced significant growth in 2024 with the launch of its new offerings, McCann Content Studios and McCann Influencer Marketing. The agency won new pitches, including Ferrero’s creative account for Kinder and Tic Tac, while maintaining long-standing partnerships with Arla Foods and Nestlé. Notable campaigns such as Puck’s Selfless Shelves, McDonald’s After Dinner Dinner, Highlight Your Balls for the Testicular Cancer Society, and Heinz’s Ketchup Insurance earned multiple awards, with Selfless Shelves being shortlisted for a Titanium Lion at Cannes Lions.
“With a large per cent of the agency’s workforce being Gen Z, it says a lot about their culture and work environment—especially as companies today need to adapt to attract younger talent,” said one of the jury, highlighting the agency’s culture and growth. “They implemented several strategic initiatives, like clustering smaller teams into specialised groups, alongside promotions and new hires, leading to an impressive retention rate and growth in a challenging economic year.”
Impact BBDO
In 2024, Impact BBDO was recognised as one of the most creative agencies in the region by several award institutions and was listed among the Top 10 Global Agencies on the WARC Creativity Rankings. Its purpose-driven work shone through in campaigns such as the Child Wedding Cards for UN Women, which earned the Lions Health Grand Prix for Good at Cannes Lions, and The Incomplete National Anthem for EBM. Additionally, the agency represented MENA at the United Nations for its climate change campaign.
One of the judges said, “Impact BBDO continues to be a beacon of creativity, bringing the region’s talent to the global stage.”
Publicis Groupe – Leo Burnett Middle East
Leo Burnett Middle East bagged several awards in the year for campaigns such as Saudia’s ProtectTasbih and NBA’s The Indian Great Dunk at Cannes Lions, Dubai Lynx, Effies, and Loeries. The agency collaborated with major brands such as Puma, GMC, Nutella, McDonald’s, NBA, ENBD and Home Centre, creating innovative and culturally relevant campaigns.
“Leo Burnett Middle East has established itself as a creative powerhouse, driven by a human-centred philosophy that permeates both its culture and output. Their impressive award haul, including wins at Cannes Lions, Effies and Loeries, further solidifies their position as leaders. Strong talent retention initiatives, mental health support, and inclusion programs foster a thriving work environment,” said one of the judges.
TBWA\RAAD
TBWA\RAAD strengthened its team in 2024 with new senior appointments across departments and levels. Notable campaigns included collaborations with KFC to create The Originals and with Cheetos for the Crunchin’ Cheese campaign. The agency also delivered campaigns aimed at reshaping Du’s brand perception by departing from traditional norms through its Mysterious Blue Man ads – which went against regular B2B marketing formats – and its “Your Home, Your Way” to broke typical family stereotypes to promote its personalised home plans.
“This year has been really special for TBWA, and their commitment to pushing creative boundaries is clear. It also seems to have been a great year for talent retention. You can really see their focus on creativity through their new activations,” said one of the judges, marking the agency’s achievements in the year.
