Stagwell Expands Digital Communications Capabilities in MENA by Agreeing to Acquire Create. Group

Stagwell, the challenger network built to transform marketing, today announced it has entered into an agreement to acquire Create. Group, the Middle East’s leading strategic digital communications group. The company will join Stagwell’s Code and Theory Network, which is designed to partner with businesses to navigate the complexity of changing consumer behaviours, emerging technologies and AI. 

With 15 years of expertise in digital strategy, products, content and innovation, Create. Group provides digital strategies that empower clients such as the Department of Culture & Tourism - Abu Dhabi (DCT), Dubai Department of Economy (DET) and Tourism, Sony Pictures, Volkswagen Middle East, COP29, Saudi Arabia’s Public Investment Fund (PIF) and NEOM. Create. Group is headquartered in the UAE with additional offices in Saudi Arabia and Egypt.   

This deal comes as Stagwell cements its presence in MENA with recent acquisitions of Consulum and LEADERS, and on the heels of Create. Group winning Campaign’s Middle East Digital Agency of the Year in 2022, 2023 and 2024, Campaign’s Middle East Independent Agency of the Year 2023 and Adweek’s Top 100 Fastest Growing Agencies in 2022 and 2023.  Create. Group joins Stagwell’s Code and Theory Network alongside their flagship namesake agency who was named Ad Age Business Transformation Agency of the Year in 2024 for leading transformation through technology. Code and Theory Network is the first of its kind with a balance of 50% creative and 50% engineers at scale. 

“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. Create. Group and the Code and Theory Network share the same digital-led vision and together, we’re the right size to produce quality, game-changing work that will drive growth at-scale for brands,” shared chairman and CEO of Stagwell Mark Penn.  

Dan Gardner, founder and executive chairman of Stagwell’s Code and Theory Network added, “Create. Group is at the epicenter of a powerful emerging market with huge ambitions. The projects in the Middle East are some of the biggest projects in the world. And Create. Group excels at delivering them having just won its third digital agency of the year award. They will now be able to expand their capabilities within Code and Theory Network to deliver best-in-class results locally and beyond."

"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, empowers our teams, and ensures we’re ideally positioned to help deliver for the region’s most ambitious brands," states Tom Otton, founder and CEO of Create. Group.  

Tom will continue to lead Create. Group and will be integrated into Stagwell’s Code and Theory Network, now boasting 2,000 team members worldwide, under Dan and CEO Michael Treff’s leadership.  

The acquisition comes as Stagwell expands its global footprint and invests further in strategy and communications at the forefront of digital transformation. Create. Group is Stagwell’s eleventh acquisition of 2024, following UNICEPTA (Germany), Consulum (MENA),

 LEADERS (MENA), Business Traveller (Global), BERA (U.S.), Luxine Relations Publiques (Canada), PROS (Brazil), What’s Next Partners (France), Sidekick (U.K.) and Team Epiphany (U.S.).