Carlsberg Group Middle East has appointed M&C Saatchi Middle East as its lead creative agency, signing a three-year contract for strategic and creative services across the Carlsberg portfolio in the region. M&C Saatchi will lead strategic consultancy, PR, and creative direction for Carlsberg’s brands in the GCC, with a primary focus on Saudi Arabia and the UAE.   The partnership will cover four key brands within the Carlsberg Middle East portfolio: Holsten, Moussy, Carlsberg, and an exciting new brand set to launch in 2025. Through this collaboration, Carlsberg Group Middle East aims to strengthen brand presence and market engagement across the region’s dynamic consumer landscape.   Scott Feasey, CEO of M&C Saatchi Middle East, said: “We are really looking forward to working with the Carlsberg Group, especially the Moussy brand. The Group has such great brands and brand equity in the region and in particular Saudi Arabia. We love working with great brands in the FMCG and CSDs space and I know it will be immensely fun to work with Dorothea and the team at Carlsberg too.”  Dario Albuquerque, Executive Creative Director M&C Saatchi Middle East, said: "It's exciting to take the brand's values and spirit and translate them into something that truly resonates with people here. We're focused on creating ideas that are not only memorable but meaningful, bringing the brand's vision to life in compelling ways across the region." Dorothea Drews, Marketing Manager of Carlsberg Middle East, said: “M&C Saatchi Middle East brings the strategic insight and creative excellence we were looking for in a partner. We’re confident that this collaboration will help us build a stronger presence across the region, connecting with our audience in Saudi Arabia, the UAE, and beyond.”   This partnership represents a significant step for Carlsberg Group Middle East as they look to further develop their market footprint and customer engagement through out of the box campaigns and strategic brand positioning across the GCC.

M&C Saatchi UAE is expanding its regional capabilities by adding the multi-award-winning M&C Saatchi Sport & Entertainment to its remit. With a legacy of delivering impactful campaigns for global giants including Barclays, LEGO and Kia, M&C Saatchi Sport & Entertainment has been at the forefront of passion-driven marketing for 20 years, connecting brands to consumers through the things they love making brands culturally relevant through passions.  As part of the M&C Saatchi Group, this new addition marks M&C Saatchi Sport & Entertainment’s seventh global office since its establishment in 2004. Recognized for its creative excellence, the agency has earned multiple industry accolades, including being named Agency of the Year at the UK Sponsorship Awards and winning the Sport Industry Agency of the Year title a record six times at the Sport Industry Awards.  The agency’s entry into the UAE is driven by growing client demand in one of the world’s fastest-growing sports and entertainment markets, and it is all set to replicate its global service model. Delivering powerful 360-degree campaigns across sponsorships, PR, social, digital, content, activations, and more—all designed to resonate deeply with the passions of the GCC market. The offer will be led by M&C Saatchi Sport & Entertainment Managing Partner Ross Watson, who will export his expertise running multi-market campaigns and will be supported by Rasha Lambe, Business Director, who will spearhead client work, driving the agency’s growth with a team of passion specialists in the region. M&C Saatchi UAE’s existing client network is already engaging with the expanded offering, with AC Milan and its Middle East hub, Casa Milan Dubai, inking a partnership and many more opportunities currently being explored. M&C Saatchi UAE CEO Scott Feasey commented: “Now is the ideal time to launch Sport & Entertainment in the GCC- a market experiencing remarkable growth and gaining global recognition. This new offering not only complements our existing services but also positions us to significantly amplify the impact of brands in this thriving sector. I’m very excited to welcome the agency to the region.” Ross Watson said: “We feel there is a real opportunity to bring our specialism and approach to brands based in the Middle East where we can combine the global knowledge and expertise of our London HQ with local market expertise through a uniquely blended team of passion specialists to give clients exactly what they are looking for- global thinking with local nuance.”