M+C Saatchi Sport & Entertainment has made a significant move in the marketing landscape with its recent acquisition of DUNE | 23, a marketing, communication, and commercial agency based in the Middle East.
This acquisition marks an important milestone for M+C Saatchi, representing the launch of its seventh global office since its establishment in 2004. It also signals a new chapter for the agency, being the first acquisition under the leadership of Global CEO Robin Clarke, who was appointed in October 2024. The merger brings together M+C Saatchi’s vast international experience with DUNE | 23’s local market expertise.
M+C Saatchi Sport & Entertainment has built a robust reputation over its 21 years in operation. The agency has delivered impactful marketing campaigns for high-profile brands and organizations, including Barclays, LEGO, Pernod Ricard, Kia, adidas, the NFL, Heineken, Sky, and UEFA. Their approach has always been rooted in passion-driven marketing, connecting brands with consumers through popular culture—spanning football, films, fashion, F1, music, and more.
DUNE | 23, founded by Jamie Hosie and Lloyd McMillan in 2023, has rapidly become a key player in the Middle Eastern marketing scene. The agency has distinguished itself with a portfolio that encompasses clients like Emirates Dubai 7s, the Mubadala Abu Dhabi Open, SailGP, Zeekr, Elrow Music Festival, Nada Dairy, and BRED by Hypebeast. This impressive roster showcases DUNE | 23’s ability to thrive in a competitive environment while delivering excellence in sport and entertainment marketing.
One of the standout features of DUNE | 23 is its comprehensive suite of end-to-end marketing services. They provide everything from communications and commercial strategy to activation through social media, PR, influencer engagement, experiential marketing, community outreach, and media buying. With a dynamic team of over 40 professionals, DUNE | 23 is well-positioned to enhance M+C Saatchi Sport & Entertainment’s capabilities in a rapidly evolving and growing region.
With the combination of M+C Saatchi Sport & Entertainment and DUNE | 23, and in collaboration with M+C Saatchi Middle East, led by CEO Scott Feasey, the two entities offer a versatile range of services. This partnership ensures that clients have access to creative excellence and local talent, all backed by the agency’s extensive global experience.
Robin Clarke, the Global CEO of M+C Saatchi Sport & Entertainment, expressed his excitement about the expansion into the Middle East, which he sees as a region filled with opportunities. He noted, “Our expansion into the Middle East is driven by increasing demand from clients and the rich number of opportunities that the region represents for our business.” Clarke also emphasized the strong foundation that co-founders Jamie and Lloyd have built and the synergistic potential of combining M+C Saatchi’s legacy with DUNE | 23’s local expertise.
Lloyd McMillan, one of the founders of DUNE | 23, shared his enthusiasm about the merger: “We’re thrilled to be combining our local market insight and expertise with the global scale of world-class specialist capabilities of M+C Saatchi.” His co-founder, Jamie Hosie, echoed this sentiment, stating that they are poised to unlock significant opportunities for both their team and their clients, shaping the future of the industry in the region.
Scott Feasey also reiterated the critical nature of this acquisition, describing it as a pivotal step in advancing M+C Saatchi’s regional growth. He remarked, “DUNE | 23 brings specialist expertise, a proven track record, and a team uniquely attuned to creating lasting impact through passion and fandom.” This integration will bolster their ability to lead in a market that is becoming increasingly dynamic, particularly within the realm of sport and entertainment.
The DUNE | 23 team is set to transition into the modern, custom-designed offices of M+C Saatchi Sport & Entertainment located on Floor 9 of Al Thuraya Tower in Dubai Media City later this year. This merger not only marks a new beginning but also allows for immediate operation under a unified brand identity, enhancing their collective impact in the market.
