R/GA sets up Abu Dhabi hub to build AI and digital capabilities across MENA

R/GA has formally established its presence in the MENA region with a new Abu Dhabi operation, expanding on more than a decade of work with clients across the region.

The Abu Dhabi-based hub will serve clients across MENA and will be led by Bertrand Morin, who has been appointed executive director, MENA. The company plans to expand its local team and continue growing its regional operations from 2027 onwards.

R/GA said the new entity was established in response to growing demand from its regional client base. Its offering will include the development of custom AI models for brands, adaptive commerce experiences, and personalised generative interfaces, alongside its broader creative and technology capabilities.

Morin said the Abu Dhabi launch formalises R/GA’s existing work in the region while allowing the agency to build a larger local team.

“We’re thrilled to formally establish our presence in the MENA market, following over ten years of servicing clients and building intelligent brand systems that deliver differentiation, customer value and growth,” said Morin.

“Independence has been transformative for R/GA and it has given us the freedom to invest in new talent, build new capabilities, develop our own AI tools and products, and chart our own course,” R/GA global CEO Robin Forbes said.

He noted that the company chose Abu Dhabi in part because of the emirate’s investment in AI infrastructure and its broader ambitions around technology.

G42’s group chief marketing and communications officer Faheem Ahamed said the partnership with R/GA had helped the company explore new approaches to digital interfaces through Alpha.G42.ai.

R/GA’s expansion follows its return to private ownership in partnership with Truelink Capital and the launch of a $50 million Innovation Fund. The company also acquired Addition, an AI system design and development studio, as part of efforts to expand its capabilities in applied AI.

The Abu Dhabi operation will bring these capabilities closer to clients across sectors including government and sovereign investment, financial services, AI and technology, healthcare, and sport and entertainment.

R/GA’s MENA operation is already active, with a dedicated office expected to open later this year. The company is also making senior creative and delivery appointments as it expands its local team.