Current Global will partner with Dubai Airports to deliver impactful integrated campaigns, and proactive media engagement.

Current Global is part of the wider Middle East Communications Network (MCN) which includes agencies already supporting Dubai Airports such as Jack Morton, MRM, and Magna. Working as a single, unified team, the agencies support Dubai Airports to deliver integrated and impactful brand & communications across every touchpoint and stakeholder group, reflecting its role as one of the most significant gateways to the city and the region.

Dubai Airports continues to drive the future of global aviation, supporting the D33 Agenda and the second half of 2025 year will see the 19^th edition of the Dubai Airshow at DWC as well as the anticipated announcement of the highest annual traffic figures in the organisation’s 60-year history, cementing DXB’s legacy as the world’s busiest international airport. Internally, Dubai Airports will also be further amplifying its culture ambition and refreshed corporate strategy, aimed at enhancing employee engagement and experience.

Current Global works with some of the region’s most loved brands including Dubai Tourism, New Balance, Global Village, Roxy Cinemas, Kraft Heinz, Bentley, Bugatti and GymNation.

With more than 20 years’ of marketing communications experience, Jacob has led integrated communications campaigns for brands in the private and public sectors across the UK, Middle East, Europe, and Africa. He takes on the new role at Current Global having spent 15 years at Weber Shandwick as a member of the senior EMEA management team with responsibility for new business and growth across the region. Jacob relocated to Dubai in 2016.

“Pete embodies integrity, strategic thinking, and deep experience across many sectors; he is the right leader to drive Current Global in this region. His appointment marks the official launch of Current Global Middle East, which has been ramping up over the past few months. The agency has already won some significant new retained assignments across the consumer lifestyle, entertainment, and corporate communications space and made its first hires, with plans to double in the next 12 months. I’m confident that under his leadership, Current Global Middle East will be an additional growth driver for the wider MCN Specialised Communications and Experiential Solutions Unit which includes Weber Shandwick, Jack Morton, and now Current Global,” said Ziad Hasbani, CEO of The Weber Shandwick Collective and Jack Morton MENAT, in a statement.

Current Global is part of the Interpublic Group and The Weber Shandwick Collective, a network of specialist creative, marketing, communications, and consulting firms built for the convergence of society, media, sustainability, policy, and technology. Other sister brands in the Collective include United Minds, KRC Research, dna Communications, and Powell Tate. In the Middle East, North Africa and Turkey, IPG operates as the Middle East Communications Network (MCN).

Jacob added, “Set up to truly partner with clients and provide a portfolio of PR, influencer, and stakeholder engagement services, I’m delighted to take on the role of leading Current Global Middle East. We’ve already had a phenomenal start as we look to offer clients in the region something new – our unique ‘Human Communications by Design’ approach, combined with the connections and reach of a global agency network and the attitude and agility of a boutique agency. As we grow and evolve over the coming months and years, we have the ambition to define what an earned-first communications agency of the future looks like in this region.”