Collaborate Global, an independent brand experience agency, has expanded its operations into Abu Dhabi as part of its continued growth across the Middle East and Africa (MEA) region.
Through its Abu Dhabi presence, the agency plans to work with government departments, destination brands and other organisations in the emirate, developing campaigns and experiences for regional and international audiences.
The expansion will create opportunities across destination marketing, government-led initiatives, international roadshows and large-scale brand experiences. It builds on Collaborate Global’s existing operations in Saudi Arabia and the UAE, alongside its growing presence across Africa.
Gregory Mardikian, General Manager, Middle East and Africa at Collaborate, said brands and institutions needed to adapt how they develop experiences for different markets.
“There is no shortage of ambition in this region, but the environment in which brands and institutions are operating in has become much harder to predict. Audiences are fragmented, cultural expectations shift quickly and ideas that travel badly can lose their relevance quickly. The approach of creating something centrally and simply exporting it into another market is becoming increasingly archaic.”
Mardikian added that the agency would combine its understanding of regional markets with teams and delivery capabilities across locations such as the UK, Asia and the US.
“What makes Abu Dhabi particularly interesting is that so many of the ideas being developed here already have international intent. Our job is to help those ideas travel without disconnecting them from the culture and ambition that created them in the first place.”
Collaborate Global has previously worked with brands in Abu Dhabi. Its regional team brings experience across several sectors, including tourism, government, FMCG, automotive, banking and telecommunications.
Ben McMahon, CEO of Collaborate Global, said: “We are seeing strong demand for Collaborate internationally because clients increasingly want partners that can understand a market deeply while still operating globally. Abu Dhabi has the ambition, investment and international outlook that makes it a natural next step for us, and we intend to keep investing in the region as that opportunity grows.”
The agency offers strategy, creative and production services to brands including eBay, Hyundai, TAG Heuer, Boots, Nike and Aston Martin. Its Abu Dhabi expansion marks another step in its efforts to support clients seeking locally relevant brand experiences with international reach.
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