M+C Saatchi Sport & Entertainment’s Strategic Move
In a significant development within the marketing and communications landscape, globally renowned and award-winning M+C Saatchi Sport & Entertainment has announced its strategic acquisition of Middle East-based leaders in the field, DUNE | 23. This acquisition marks M+C Saatchi’s expansion into its seventh global office since its inception in 2004, and it comes as a landmark move under the leadership of newly appointed global CEO, Robin Clarke, who took the helm in October 2024.
About M+C Saatchi Sport & Entertainment
M+C Saatchi Sport & Entertainment has carved out a reputation for excellence over the past two decades, delivering award-winning campaigns for some of the world’s biggest brands. From giants like Barclays, LEGO, and adidas to iconic entities such as the NFL, Heineken, and UEFA, the agency excels in passion-driven marketing that resonates deeply with audiences. The agency’s philosophy hinges on connecting brands to consumers through beloved cultural touchstones such as football, film, fashion, and music.
Introducing DUNE | 23
Founded in 2023 by Jamie Hosie and Lloyd McMillan, DUNE | 23 quickly established itself as a formidable force in the Middle East’s sport and entertainment marketing sector. The agency boasts a portfolio featuring high-profile clients like Emirates Dubai 7s, Mubadala Abu Dhabi Open, SailGP, and the Elrow Music Festival. Its comprehensive service offerings include communications, commercial strategy, social media activation, PR, and influencer marketing, demonstrating an adept ability to navigate the region’s unique cultural landscape.
Abolishing Boundaries: The Power of Collaboration
The merger of M+C Saatchi Sport & Entertainment and DUNE | 23 is poised to create a powerhouse in the Middle East’s dynamic market. This integration not only amplifies M+C Saatchi’s reach but also combines its global expertise with DUNE | 23’s intimate knowledge of local trends and consumer behaviors. The collaboration aims to drive innovative solutions that meet the demands of clients and captivate local audiences, leveraging the strengths of both entities.
Insights from Leadership
Robin Clarke expressed enthusiasm about the acquisition, stating, “Our expansion into the Middle East is driven by increasing demand from clients and the rich opportunities in the region. What Jamie and Lloyd have achieved in such a short time is impressive, and I’m excited about our future together.” His sentiments highlight not only the strategic vision behind the acquisition but also the incredible potential for growth in a rapidly evolving market.
Lloyd McMillan, one of the founders of DUNE | 23, echoed this sentiment, calling the acquisition a thrilling merger of local insight and global expertise. His co-founder, Jamie Hosie, emphasized the unlocking of significant opportunities for the team and clients in this transformative phase for both organizations.
The Middle East’s Evolving Landscape
This acquisition aligns perfectly with the ongoing transformation of the Middle East’s sports and entertainment sector. As the region experiences rapid development fueled by increased investments and interest in sports events, the timing of this strategic move is impeccable. M+C Saatchi Sport & Entertainment aims to enhance its already robust team of regional experts, effectively doubling down on its commitment to becoming a dominant player in one of the world’s fastest-growing markets.
A Legacy of Excellence
M+C Saatchi Sport & Entertainment is celebrated for its creative acumen, boasting accolades such as Agency of the Year at the UK Sponsorship Awards and a remarkable seven-time win at the Sport Industry Awards for Sport Industry Agency of the Year. These accolades not only reflect the agency’s commitment to excellence but also set high expectations for its future endeavors in the Middle East.
Looking Ahead
Scott Feasey, CEO of M+C Saatchi Middle East, emphasized the strategic importance of this acquisition in solidifying their leadership position in a sector where brand and culture converge. He mentioned that DUNE | 23 brings invaluable expertise and a proven track record, uniquely positioning the merged entity to create lasting impacts through engaging consumer passion and fandom. This integration will undoubtedly scale M+C Saatchi’s capabilities to lead in a market rich with potential.
The DUNE | 23 team is set to join M+C Saatchi Sport & Entertainment’s newly designed offices located on the ninth floor of Al Thuraya Tower in Dubai Media City later this year, operating under the new branding immediately. This move signals a robust commitment to fostering creativity and innovation, redefining the landscape of sport and entertainment marketing in the Middle East.
