Dubai, UAE / Riyadh, Saudi Arabia – HYVE makes its debut today, bringing a new media agency model to the MENA region. Founded in 2026, the agency brings together senior leadership across strategy and intelligence, paid media, organic media, data and customer experience.
The agency enters the market with full operations in Riyadh, treating Saudi Arabia as a founding market rather than an extension of the UAE business. The pace of transformation, the ambition of the brands and the scale of investment demand an agency that’s built to operate natively in the Kingdom.
HYVE arrives at a time when the demands on marketing leadership have outpaced the operational structures designed to support them. Measurement ambitions are growing, but the underlying data is often fragmented and unreliable. Scope of work revisions have become a constant, and too much of the work remains organised around maximising the efficiency of channel silos rather than the growth they exist to drive.
“We’ve built HYVE to capture the opportunity of modern media, around a set of values, brought to life by a combination of exceptional people and our own technology stack, Honeycomb,” said Beth Williams, Founding Partner, Paid Media.
Honeycomb, HYVE’s technology platform, unifies more than 150 data sources, from performance platforms and market research to analytics and first-party data, with HYVE Memory, a living layer of practitioner insight across the business, the brand and what has proven to work. That combination of machine intelligence and human expertise powers AI agents that work alongside the team at every stage of how the agency plans, activates and measures media. This approach mirrors the broader shift across the region, where AI is moving from isolated use cases to core operations.
Wajid Ali, Founding Partner, Technology and CXM, said the model grew out of years of conversations with clients: “The frustrations we hear from marketing leaders are remarkably consistent, rooted in structural problems built into legacy ways of delivering media. AI changes what’s possible, but only if the operating model is built around this new capability, rather than layered onto an outdated one. That’s the opportunity we set out to address with HYVE. Every workflow, every tool and every person we bring into the team is chosen with one question in mind: does this decision build value for our clients?”
The agency stands as an example of how expertise, technology and data can be thoughtfully brought together, with human judgement at the centre, to deliver meaningful and measurable business impact.
Meet the founding partners behind HYVE’s launch:
