Publicis Groupe acquires Middle East digital agency Chain Reaction
Publicis Groupe Middle East has acquired independent digital agency Chain Reaction in a move to expand its performance marketing, content, and experience design capabilities across the region. The deal strengthens Publicis Groupe’s presence in the UAE and Saudi Arabia while broadening its ability to deliver data-driven solutions for both multinational clients and SMEs.
Founded 15 years ago, Chain Reaction employs more than 190 specialists across performance marketing, media, data, creative, technology, production, and consultancy. Its regional expertise and integrated approach will be incorporated into Publicis Groupe’s Power of One model, which unites creative, media, and technology.
The acquisition expands Publicis Groupe’s network of specialized talent hubs, improving execution and flexibility across markets. It also adds content production capabilities through Chain Reaction’s in-house podcast and recording studios, further diversifying the group’s offering.
Bassel Kakish, chief executive officer, Publicis Groupe Middle East and Turkey: "This acquisition is a significant step in our ongoing transformation and growth strategy. The integration of Chain Reaction further enhances our Power of One proposition and accelerates our connected media model, a data-driven approach that seamlessly integrates media, technology, and creative to drive performance. This positions us to meet the dynamic needs of the market, scale our talent expertise, and provide comprehensive, agile solutions that drive long-term success for our clients."
Chain Reaction has earned recognition in the Middle East for its performance-driven campaigns and consultancy work. Joining Publicis Groupe marks a new stage in its evolution.
Saif Jarad, founder and chief executive officer, Chain Reaction: "By joining Publicis Groupe Middle East, we’re joining forces with a global leader that shares our values, our culture, and our vision for the future of this industry. The journey of building Chain Reaction over the past 15 years has been fueled with innovation, growth and resilience, and we are excited to begin a new chapter that will accelerate this growth, expand our capabilities and empower our talented teams to deliver even greater impact for our clients."
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