The brand that matters in family of brands in 2026

Fast Company Middle East unveils the Brands That Matter 2026 list, celebrating 32 winners across 19 categories. These brands are making a real difference, combining purpose with performance to create lasting impact. From advertising and banking & finance to retail and technology, they’re reshaping industries and championing values that matter most today

The Family of Brands is a growth strategy that has found its moment. As conglomerates and holding groups expand their portfolios, the ability to manage distinct identities under a unified architecture has become a serious competitive advantage. Done well, it builds trust across categories. Done poorly, it dilutes everything.

Middle East Communication Network

For redefining the future of communications in the Middle East

The Middle East Communication Network (MCN) is changing the region’s communications industry by combining creativity, media, data, commerce, and technology in a more connected way. Instead of working in separate agency silos, MCN has built an integrated system that helps brands solve business problems using creative ideas, audience insights, technology, and clear results. This strategy has helped MCN form strong, lasting partnerships with major brands in the region and support steady growth across its network.

In the past year, MCN has grown its influence by investing in innovation, developing talent, and promoting responsible business. Its AI-powered system, Interact, links data, creativity, media, and commerce in real time. The Content Studios have become a regional hub for creator-driven storytelling and social content. MCN Academy has trained hundreds of employees in leadership, AI, and professional skills, preparing them for the future. Through MCN Impact, the company has made sustainability, diversity, equity, and inclusion part of its core strategy, launching projects that encourage responsible growth and industry-wide conversations. 

By bringing together technology, talent, and purpose-driven leadership, MCN is shaping a new standard for communications in MENAT. 

PepsiCo

For building a food business rooted in the region 

PepsiCo operates around 15 manufacturing facilities across the Middle East, works with at least 6,500 farmers, and supports nearly 9,000 direct and indirect jobs in Saudi Arabia alone. A SAR 300 million investment in its Dammam snacks plant now enables it to produce Lay’s, Doritos, Cheetos, Quaker, and Tasali for Saudi Arabia and eight regional markets, with 85% of its workforce comprising Saudi nationals and 22% women. The company has achieved 100% local potato sourcing for snacks produced in the kingdom, supported by nine local growers. Improved irrigation systems have reduced water usage by 31% since 2015, saving over 90 billion liters. A SAR 36 million R&D center in Riyadh, opening in 2025, will house a culinary hub and sensory studio dedicated to developing products for regional tastes. Through its Tamakani mentorship program, PepsiCo has supported thousands of women across the region in career and entrepreneurship development.