Fuse, the global sport and entertainment marketing agency owned by Omnicom Media, has expanded its presence in the Middle East and North Africa (MENA) region by launching a Dubai office.
As part of the move, the Fuse MENA division will be led by Danielle Barwick (pictured left) as executive director. She will relocate from the agency’s London office to take up the position.
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Barwick will be part of an all-female leadership team overseeing operations across the MENA region, including existing activity in Saudi Arabia, where Fuse already has a presence.
The company’s offering in Dubai spans commercial strategy, rights consultancy, insights and effectiveness, events and partnership activation, creative strategy, PR, design, and talent and influencer management.
From its Dubai base, Fuse MENA said it will “help brands show up more meaningfully across sport, entertainment, and culture, combining global expertise with local understanding to deliver effective work that creates business impact for clients.”
The agency added that the launch of the Dubai hub “responds to growing demand from brands seeking to connect with audiences through sport, entertainment, and culture across one of the world’s fastest-evolving regions.”
Danielle Barwick, Executive Director, Fuse MENA said: “The Gulf represents one of the most exciting and strategic growth markets globally for sport and entertainment marketing.
“Reinforcing the Fuse presence in this region through our office in Dubai allows us to bring our global expertise to a region that is rapidly becoming a hub for world-class events and cultural moments. With the support of Omnicom Media and strong local partnerships, we’re uniquely positioned to help brands connect with audiences in meaningful and impactful ways.”
Fuse has opted to expand its operations in the Middle East despite the ongoing political situation in the region, stating that “investment in sport, entertainment, and culture remains important as the MENA region establishes itself as a global hub for major events.”
The agency’s Dubai team will give clients direct access to Fuse’s global network, with its client roster including the UFC mixed martial arts promotion and brands such as PepsiCo, Vodafone, Philips, and The Saudi Investment Bank.
The UFC has established a strong presence in the Middle East, hosting over 17 events in the region since 2010, frequently featuring high-profile fight nights in Saudi Arabia and the UAE.
Elda Choucair, CEO of Omnicom Media MENA, said: “The launch of Fuse Dubai reflects our continued investment in building capabilities that meet evolving client needs.
“We are operating in a moment of real uncertainty across parts of the region, but the role of sport, entertainment, and culture does not diminish in these moments; it becomes more important as spaces for connection and continuity.
“The region continues to establish itself as a global hub for culture and major events, and a Fuse presence in Dubai ensures our clients can access the right partnerships, thinking, and expertise to unlock that opportunity.”
In 2024, Omnicom Media Group launched Fuse in Spain and also recently opened hubs in Spain, India, and Brazil.
Fuse, which is headquartered in London, is currently present in over 20 international markets across Europe, the Americas, Asia, and MENA.
