R/GA has formally established a new operation in Abu Dhabi as it expands its AI and digital capabilities across the MENA region.
The hub will serve clients across the region and be led by Bertrand Morin, who has been appointed executive director, MENA. The company said it plans to grow its local team and regional operations from 2027 onwards, with a dedicated office expected to open later this year.
R/GA said the new entity responds to rising demand from its regional clients. Its offering will include custom AI models for brands, adaptive commerce experiences and personalised generative interfaces, alongside its wider creative and technology services.
The agency has worked with organisations including G42, Wio Bank, NBK, Banque Saudi Fransi, Emirates NBD and Bank Al Etihad on brand systems, digital products and customer experiences. In April, it partnered with Abu Dhabi-based G42 to launch Alpha.G42.ai, a generative interface that adapts digital content to users’ intent in real time.
The expansion follows R/GA’s return to private ownership with Truelink Capital, the launch of a $50M Innovation Fund and its acquisition of AI system design and development studio Addition.
The Abu Dhabi operation will support clients in government and sovereign investment, financial services, AI and technology, healthcare, and sport and entertainment.
Source: Fast Company Middle East
