Full-service creative agency The Do Collective is expanding to Dubai.
The agency, with offices in Sydney, Melbourne and London, will expand its offering into the Middle East this year, opening its first office in the UAE.
The Do Collective will kick off its Dubai operations with several new clients, including importer African+Eastern, cashback platform Mimojo and Ego Pharmaceuticals Middle East.
The Do Collective founder and director Ben Walker said the expansion to Dubai has been driven by the city’s immense growth potential and strategic position as a gateway to the Middle East and North Africa.
"Dubai offers access to diverse, rapidly growing markets, which directly align with The Do Collective’s ongoing approach of driving action for brands," he said.
"Having spent time in the region earlier in my career, there’s a sense of unfinished business for me. We’ve already established strong networks in Dubai, which have given us a solid entry into the market, particularly as many brands look for more agile, independent agencies that can deliver top-tier, effective creative work, without the layers of bureaucracy typical of larger networks.
"This shift, combined with the fast-paced nature of the region and the global nature of our clients, aligns perfectly with our offering of 'doing'."
As part of the expansion, the agency has appointed a new general manager for the region, Ginny Jackson, who will lead the day-to-day operations of the business and work as client lead.
Jackson brings almost 20 years of experience in global marketing and creative operations, including significant expertise in the Middle East.
Having started her career in the UK, Jackson comes to The Do Collective from Incubeta where she was global head of creative delivery in Dubai. Prior, she was head of marketing and operations for VMLY&R MENA, working with major brands like Coca-Cola, Disney and GSK. In 2022, she was named one of Communicate Middle East’s 30 Women to Watch.
Jackson said she's excited to be joining The Do Collective as one of its founding members in the UAE.
"For me, it’s a bit of a homecoming. Starting my career in a small, independent agency nearly 20 years ago shaped my view on what an agency should be – a combination of great people, great clients, brilliant work and enjoying the ride along the way," she said.
"While my time at global agencies over the past decade has provided incredible opportunities, the growing demand for agile, independent agencies in the UAE feels like the right moment to build something our way.
"Ben and I have known each other for over a decade – we’re very aligned on our values, the cultural importance of 'agency life' and our mission to just get the job done. I am excited to embark on the journey ahead and see what 2025 has in store for us."
The Do Collective, founded in 2022, works with a range of clients including Maxwell & Williams, BlueScope, Bumble, QV Skincare, Clipsal and Kmart/Target, among others.
The Do Collective head of strategy John Schonegevel said the Middle East is one of the fastest growing ad markets in the world, driven in great part by Saudi Arabia’s ongoing transformation.
"The Do Collective brings a nimble approach, blending global expertise with local insight, which allows for faster turnarounds, closer collaboration with clients and a more flexible creative process," he said.
"With a region that focuses on digital transformation, premium experiences and global connectivity, this expansion positions the agency to redefine its presence and elevate brands in one of the world’s most dynamic markets."
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