Stagwell has announced its acquisition of Create Group, a strategic digital communications agency headquartered in Dubai, marking its continued expansion in the Middle East and North Africa (MENA) region.

Key Highlights

• Integration with Code and Theory Network:
  Create Group will join Stagwell’s Code and Theory Network, a technology-driven division addressing shifting consumer behaviors and AI advancements.
• Regional Growth Strategy:
  This acquisition follows Stagwell’s recent MENA additions, including government advisory firm Consulum and influencer agency Leaders in July 2024.
• Leadership Continuity:
  Create Group CEO and founder Tom Otton will retain his leadership role, and the agency will maintain its branding post-acquisition.
• Global Team Expansion:
  With this addition, the Code and Theory Network now boasts a global workforce of 2,000, led by Dan Gardner, Executive Chairman, and Michael Treff, CEO.

Create Group Overview

• Services: Specializes in digital strategy, content, innovation, and product development.
• Clients: High-profile accounts include Dubai Department of Economy and Tourism, Sony Pictures, Volkswagen Middle East, COP29, Saudi Arabia’s Public Investment Fund, and Neom.
• Locations: Offices in the UAE, Saudi Arabia, and Egypt.

Broader Stagwell Expansion

Create Group is the 11th acquisition for Stagwell in 2024, complementing its portfolio of agencies and technological platforms. Recent additions include:

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• Unicepta, a global media monitoring platform for Stagwell Marketing Cloud’s PRophet suite.
• Bera, a predictive brand technology platform, integrated into The Harris Poll.
• Agencies such as What’s Next Partners in France, Brazil-based Pros Agency, and Canada’s Luxine Relations Publiques.

Strategic Implications

Stagwell’s acquisition of Create Group bolsters its presence in the rapidly evolving MENA market while enhancing its capabilities in digital communications. With no layoffs reported and leadership continuity ensured, the move underscores Stagwell’s commitment to growth, innovation, and global reach.