Stagwell to Acquire Create. Group, Expanding Digital Communications Capabilities in MENA
Stagwell has announced an agreement to acquire Create. Group, a leading strategic digital communications firm based in the Middle East. Create. Group will integrate into Stagwell’s Code and Theory Network, aligning with the network’s mission to address evolving consumer behaviors, emerging technologies, and artificial intelligence.
Headquartered in the UAE with offices in Saudi Arabia and Egypt, Create. Group brings 15 years of expertise in digital strategy, content, and innovation. Its client portfolio includes prominent names such as the Department of Culture & Tourism – Abu Dhabi (DCT), Dubai Department of Economy and Tourism (DET), Saudi Arabia’s Public Investment Fund (PIF), and NEOM. The agency has been recognized as Campaign Middle East’s Digital Agency of the Year for three consecutive years (2022-2024) and was named one of Adweek’s Top 100 Fastest Growing Agencies in 2022 and 2023.
This move strengthens Stagwell’s presence in the Middle East and North Africa (MENA) region, following its recent acquisitions of Consulum and LEADERS. The Code and Theory Network, which balances creative and engineering talent at scale, recently earned Ad Age’s 2024 Business Transformation Agency of the Year recognition.
“As a digital leader in the region, Create. Group is a strong addition for Stagwell in the Middle East as we pursue global digital transformation for our clients,” said Mark Penn, Chairman and CEO of Stagwell. “Together, we’re the right size to produce quality, game-changing work that will drive growth at scale for brands.”
Dan Gardner, Founder and Executive Chairman of the Code and Theory Network, emphasized the strategic importance of the region, stating, “Create. Group is at the epicenter of a powerful emerging market with huge ambitions. They excel at delivering some of the world’s biggest projects and will now expand their capabilities within Code and Theory Network.”
Tom Otton, Founder and CEO of Create. Group, added, “Joining the Code and Theory and wider Stagwell network allows us to access world-class talent, cutting-edge technology, and a truly global footprint. This step fuels our growth and ensures we’re ideally positioned to deliver for the region’s most ambitious brands.”
Otton will continue to lead Create. Group under the leadership of Dan Gardner and Michael Treff, CEO of the Code and Theory Network, which now includes over 2,000 team members worldwide.
This acquisition marks Stagwell’s eleventh deal in 2024, reinforcing its commitment to global expansion and digital transformation.
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