Motion Advisory Partners Think M&A for Marketing Agencies in the Middle East Is Heating Up

The Middle East is no longer a side bet in global marketing plans. Between giga-projects, a crowded events calendar and some of the world's most digital-first consumers, the region is becoming a testbed for the next generation of marketing technology and services. Motion think 2026 is set to be a breakout year for M&A deals in the Middle East.

The region is building its own 'marketing OS'

Four shifts matter most:

- Martech is scaling fast

Saudi Arabia and the UAE are driving double-digit growth in martech and adtech spend. Moving from 'nice to have' to core plan..

- Experiential is becoming infrastructure

Live events, festivals and destination experiences are now tied directly to tourism, trade and transformation agendas. Large operators need specialist partners across creative, activation and production.

- AI is moving from experiment to engine

Agencies are embedding AI delivery into day to day operations - increasingly with Arabic at the centre. Buyers expect a credible AI strategy that supports human talent and relationships.

- Deal momentum is real

While some mature markets remain cautious, deal volumes in the Middle East have risen sharply - supported by liquidity, long-term programmes and a maturing pool of targets.

Foreign-ownership rules still matter, which is why buyers are drawn to regional platforms that understand the regulatory terrain and already operate across multiple markets.

Deal signals that the team keep seeing

Most headline deals still sit in energy and infrastructure but 2025 delivered a cluster of marketing technology and services transactions that point directly to where 2026 may go.

- Publicis Groupe Middle East times Chain Reaction (digital performance) Publicis acquired one of the region's best-known independents - c.190 specialists across the region with particular strength in search and content. Signal: scaled digital agencies with a clear performance and data story are now strategic targets.

- M&C Saatchi Sport & Entertainment times DUNE | 23 (sport, entertainment & influencers)

1. Dubai/Abu Dhabi agency combining PR, social, influencer and experiential work around major sports and entertainment properties.

Signal: buyers want specialists at the intersection of passion, live and the creator economy.

- GL events times ADD Group (experiential & live events)

GL events entered exclusive talks to acquire 51% of a 400-person Riyadh experiential group spanning event management, immersive builds, AV and logistics.

Signal: global players view experiential in the Gulf as long-term infrastructure for tourism and giga-projects.

- Mila Celebrations times Rodyan Group (AI + events)

1. $5m partnership between an AI-powered event-planning platform and an established corporate events business in Saudi.

Signal: software-driven, AI-native experiential models are attracting capital.

- MAIN Marketing Agency - bolt-on and regional push (integrated marketing) Erbil-based MAIN acquired another agency, absorbed its team and contracts, and rebranded as a 360 degrees FMCG-focused business with plans to scale into the Gulf and wider MENA.

Signal: independents are using M&A as a growth tool, not only as an exit route.

- OSN Streaming - content and ad-tech moves (advanced TV & ad-tech) A fresh minority investment from a global content partner, followed by OSN appointing Magnite for addressable TV and partnering with The Trade Desk for programmatic access.

Signal: a regional connected-TV and premium video ad-tech spine is forming.

PR, activation and influencer are sought after skills

This is not just a martech and media story.

- PR & communications

Agencies with depth in government, health, tourism or luxury hold 'upstream' board-level relationships that are hard to replicate and are attractive bolt-ons where reputation and policy are central.

- Brand activation

Shops that deliver complex branded activations for festivals, sponsorships and live experiences - and increasingly turn them into content and data - are seeing significant inbound interest.

- Influencer & creator

The regional influencer market already runs into the billions. Creator campaigns, social commerce and AI-assisted matching are becoming core routes to the MENA market. Buyers care less about celebrity rosters and more about repeatable, data-backed programmes and strong creator relationships.

The most interesting assets in 2026 - whether data, PR or influencer-led - will be those that join the dots between story, data, experience and performance.

What will drive 2026 M&A?

Four themes are likely to shape the next wave:

- Consolidation of scaled independents

Ongoing demand for 30+ person digital performance agencies, scaled experiential and live events groups, specialist PR or influencer with regional clients.

- Experiential as a strategic asset

As mega regional events expand, experiential platforms become a way to own physical audience attention and bring national strategies to life. More majority and significant minority deals are likely.

- AI and Arabic-first capabilities

AI is now a deal filter. Buyers want to know how AI is used in workflows, delivery and products, how Arabic content and personalisation are handled, and how this supports defensible differentiation.

- Adtech, first-party data and media infrastructure

Digital and programmatic, retail media, DOOH and CTV are all growing. Identity, measurement and verification are still catching up - exactly where more investment and M&A are likely.
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