What’s On/Region
R/GA opens in Abu Dhabi as the capital draws more creative firms
The agency R/GA has formally set up in Abu Dhabi to serve the region's AI and technology boom, following several agencies that opened in the capital over the past two years. What was announced and why Abu Dhabi is pulling them in.
On 23 September 2026, Communicate and Arabian Reseller reported that R/GA, the independent agency known for digital products and brand experiences, had formally established a business in Abu Dhabi. Bertrand Morin leads it as executive director for the Middle East and North Africa, with the Abu Dhabi hub serving clients across the region.
The details
- The regional operation is active now, with a dedicated office due later in 2026.
- Senior creative and delivery hires are in progress, and more growth is planned from 2027.
- Clients named include G42, Wio Bank, National Bank of Kuwait, Banque Saudi Fransi, Emirates NBD and Bank Al Etihad.
- Campaign Middle East highlighted a generative interface R/GA built for G42, its acquisition of the AI design studio Addition and a 50 million dollar innovation fund.
Global chief executive Robin Forbes said R/GA invested in Abu Dhabi because of the sovereign ambition and AI infrastructure being built there. Morin described the agency as the region's newest oldest player, given its long history with Gulf clients.
Part of a trend
- W Communications opened a GCC headquarters in Abu Dhabi in September 2025.
- North Seventy Five, launched in November 2025, expanded to the capital in June 2026.
- Big Group opened in Dubai and Abu Dhabi in March 2025.
- Instinctif Partners arrived in November 2024, and Edelman moved its regional base to Yas Creative Hub in 2022.
What draws them
Clients come first: government bodies, sovereign-backed companies and AI groups are based in the capital and commission a great deal of brand and digital work. Then there is investment: in 2021 Abu Dhabi committed more than 30 billion dirhams to culture and creative industries over a decade. And production support: the Abu Dhabi Film Commission's cashback for qualifying film and television productions starts at 35 percent for projects applying from January 2025.
Why it matters to businesses
- More specialist talent close by means more choice for brands in Abu Dhabi.
- Technology is now part of the brief. Clients increasingly expect partners who can build digital products and AI tools, not only campaigns.
- Production in the capital can cost less than you think, thanks to the cashback scheme.
- Competition for experienced people will rise as new offices hire.
ALXO brings together AI, digital products and brand work for businesses across the UAE. If you are planning something ambitious, we would love to hear about it.
