The partnership comes as Huawei pushes the boundaries of connectivity and innovation in line with its mission to bring digital to every person, home and organisation for a fully connected, intelligent world.

Memac Ogilvy will provide the full suite of PR services for the two Huawei businesses, including communications strategy, media relations, thought leadership, influencer engagement and campaign development to drive Huawei’s ambitious growth agenda and future-focused objectives in the region.

Leveraging its integrated communications expertise and strong media network, Memac Ogilvy will deliver bold, impactful communications strategies that engage consumers, inspire industry stakeholders, and strengthen relationships with strategic partners across the UAE.

Huawei CBG is behind some of the world’s most popular smart devices — from smartphones and wearables to tablets and cloud services — creating seamless, intelligent experiences for millions of users. Renowned as one of the top global smartphone manufacturers, Huawei CBG consistently delivers exceptional user experiences across its device ecosystem.

Huawei’s ICT division powers digital transformation through AI, cloud computing, and connectivity with a focus on cybersecurity & talent cultivation, underlining the company’s vision for a fully integrated, intelligent future.

With a majority of delivery bikes in the UAE being Hondas, the campaign uncovers an undeniable truth; when a delivery app promises ‘Groceries in 30-minutes’ or ‘Lightning-fast delivery,’ there’s one reason they can say it – Honda.

The campaign launched with a series of OOH ads featuring real orders on real Honda delivery bikes, captured on the streets of the UAE. Each piece seamlessly took every delivery platform’s tagline and made it part of Honda’s message – making every order an ad, every delivery an impression, and every red light a media stop.

“When we realized just how many delivery bikes were Hondas, it was a simple but powerful truth hiding in plain sight. Once you see it, you can’t unsee it.” added Gautam Wadher, Chief Creative Officer at Memac Ogilvy Dubai. “The campaign establishes Honda’s undeniable presence in everyday life across the UAE.”

Interestingly, the bikes powering deliveries across the country aren’t even Honda’s fastest. Which is why the campaign invites consumers to test ride Honda’s wide range of models.

With every bike on the road doubling as a Honda billboard, the brand is making one thing clear – when the UAE delivers, it’s on a Honda.

The groundbreaking "Journey into Herstory" campaign transformed everyday commutes into cultural experiences by honoring influential Emirati women who have streets named after them in the UAE. The campaign ingeniously converted Toyota vehicles into storytelling platforms.

The multi-faceted campaign featured geo-targeted audio narratives activated when Toyota drivers approached streets named after prominent Emirati women, through Yango Maps. This was accompanied by strategic radio traffic announcements and social media content that deepened the cultural narrative.

Specifically designed to commemorate Emirati Women's Day, the campaign demonstrates how automotive brands can transcend traditional marketing to create culturally significant experiences.

Interns are viewed as essential to Ogilvy's talent pipeline, enriching the agency with fresh perspectives. Recognizing the unique digital-native skills of early career talent, we emphasize their importance in diversifying teams. Through partnerships with educational institutions, we offer various opportunities for graduates and students to join the agency, either through short-term placements or structured development programs.

Ogilvy adopts multiple approaches to accommodate interns' diverse interests and career aspirations. Some may immerse themselves in a specific discipline, while others participate in rotational programs across different departments. This flexibility allows interns to explore their passions and strengths within the industry.

Beyond professional development, Ogilvy prioritizes the holistic well-being of interns. We facilitate informal learning moments within the office environment and provide support for interns' personal growth as they transition into the workplace. This approach ensures that interns not only contribute to the company's success but also thrive as individuals within the agency.

How does Ogilvy navigate the intersection of diverse ideologies and upbringings within its workforce to foster creativity and collaboration, especially considering potential conflicts or differences in perspectives?

Ogilvy fosters creativity and collaboration by embracing diverse ideologies and backgrounds within its workforce. We promote a connected culture for creativity, recognizing that some roles naturally facilitate cross-office connections, while others may require initiatives like the Xchanger Program. This program brings together young talent from across the EMEA region, providing exposure to senior leadership, deep dives into company operations, and collaborative assignments focused on sparking curiosity and building connections.

We were very fortunate to celebrate our 75th anniversary at Ogilvy last year. One of the assignments was: How do we celebrate 75 years of being Ogilvy? Individuals had the chance to collaborate with various offices, visiting them in person and exchanging insights on office practices — this exchange of ideas allowed for mutual learning and sharing of best practices between offices.

Recognizing that inclusive leadership is essential for leveraging diversity, Ogilvy invests in developing empathy, vulnerability, and curiosity among its senior leaders. By encouraging leaders to understand their teams' individuality and the evolving cultural landscape, conflicts can be resolved effectively. The emphasis is on creating an environment where employees feel empowered to express their opinions and ideas, believing that diverse perspectives are vital for generating innovative solutions for clients.

In what ways does Ogilvy encourage employees to explore unconventional work arrangements or roles that may not fit traditional job descriptions, while still contributing meaningfully to the company's objectives?

Understanding each individual's desires, needs, and motivations is key. It's about being open to unconventional approaches and recognizing the potential for impact. We strive to listen attentively to these needs and desires, while also fostering channels for individuals to pursue their passions and higher purposes.

In the MENA region, we organize "What's Cooking?" during Ramadan. Six different offices around the MENA region come together to decide whom to cook for and plan the menu and guest list. This initiative brings people together, highlighting the human side and creating connections, ultimately contributing to a sense of fulfillment and well-being.

How does Ogilvy approach the challenge of fostering creativity and innovation in areas where it may not seem naturally conducive, such as highly regulated industries or traditional corporate environments?

It all boils down to curiosity, a trait often discussed but perhaps not given the full recognition it deserves for its impact. Genuine curiosity about others, their challenges, and their goals enables us to offer meaningful support in navigating their paths. Without taking the time to truly understand and connect with individuals, our ability to assist them is limited. Curiosity is not only crucial for creativity but also essential in understanding the customers or communities we aim to impact with our campaigns or solutions.

Diverse teams play a vital role in this process, as each member brings a unique perspective shaped by their background, ethnicity, religion, life experiences, and education. These differences allow us to identify blind spots and uncover solutions. By fostering diverse perspectives across our regions, such as in MENA, and actively seeking to increase representation across markets in EMEA, we tap into a rich pool of experiences and expertise.

Can you share a specific instance where Ogilvy's adaptation to regional limitations resulted in a particularly effective solution that enhanced employee satisfaction and engagement?

One of our flagship initiatives that we take great pride in is our leadership program for women, known as 30 for 30. This program gathers women from various markets to focus on their personal and professional growth through group work, collaboration, and self-reflection. By connecting women from different backgrounds and experiences, they can learn from each other and solve problems collectively. This investment in female talent has not only led to their retention but also to promotions and opportunities within our network.

Another area where we prioritize accessibility is our learning and development portfolio, which we've made available virtually. Drawing on lessons learned during COVID-19, we offer a balanced array of learning opportunities accessible to all, regardless of market size or capability. With the rapid advancement of AI, we've established an AI Academy to ensure our teams understand its impact on our industry and how it can enhance their roles, whether in strategy, creativity, or idea generation. These virtual learning opportunities facilitate connections between individuals across offices and markets, providing exposure to specialists they might not have met otherwise. We consider this investment in learning foundational, supplementing it with face-to-face offerings to ensure equal access for all.

How does Ogilvy ensure that celebratory traditions like inclusive Ramadan events and Women’s Day genuinely enhance workplace inclusivity and supportiveness, particularly in regions where such traditions are less prevalent?

We are deeply mindful that our actions should always stem from authenticity, a core value of our culture. We consistently ask ourselves, "Why are we doing this?". During International Women's Day, while celebrating women across our markets, we challenged ourselves to effect meaningful change. In the Middle East, we had creative activations, providing kits for creating posters honoring impactful women while spotlighting both external and internal female role models within our agency. 

We believe in grounding our initiatives in understanding and addressing real issues, such as mental health. By focusing on what truly affects our people, we aim to raise awareness, educate, and foster cultural intelligence, creating engaging experiences that encourage participation and allyship. We recognize that meaningful change often requires the support of others, and thus, we strive to cultivate greater allyship across our diversity initiatives.

The agency will be responsible for driving improved online engagement and conversion on social media, ensuring a holistic approach to their creative campaigns across the portfolio of 24 outlets, including City Centre malls and the flagship luxury destination, Mall of the Emirates in Dubai. Memac Ogilvy was awarded the business after an extended and competitive pitch process.

Hadi Ballout, Managing Director, Advertising – UAE, Memac Ogilvy, said, “Coming out of a long-standing business relationship, the Majid Al Futtaim team is looking forward to a fresh start with a new agency, as we further build brand equity through a seamless alignment of all marketing communication collateral.

"During the pitch process, our client was particularly impressed with our strategic and creative approach to City Centre's new brand campaign, which aims to roll out later this year, as well as with the agency’s impressive social media and channel management credentials."

Ghassan Maraqa, CEO MENA, Memac Ogilvy, added, “Majid Al Futtaim is an iconic UAE brand, that in just under 30 years has become the leading shopping mall, communities, retail, and leisure pioneer across the Middle East, Africa, and Asia.  

"We are honored to partner with their shopping malls division, as they continue to innovate and expand, and we look forward to an active relationship, where our dynamic and agile approach will create campaigns to drive revenue and overall business growth."

Employing an understanding of brands and a full-dimensional view of consumers, coupled with award-winning creativity and a data and technology backbone, Ogilvy One will serve as the global brand for Ogilvy’s current and next-generation customer experience and relationship service offerings to clients. Kent Wertime, a seasoned Ogilvy executive, has been appointed as the Global CEO of Ogilvy One, with a wider leadership team including Clare Lawson, EMEA & Chief Client Officer, and Hazem El Zayat, Chief Experience Officer MENA, who will lead Ogilvy One across Memac Ogilvy’s regional footprint.

Devika Bulchandani, Global CEO of Ogilvy, said, “When David Ogilvy first started talking about direct marketing decades ago, he recognized that some of the most effective marketing isn’t just directed at your target audience, it speaks to them on a personal one-to-one basis. Now we take that to a new level with a fresh leadership team for Ogilvy One and a commitment to designing relationships based on ideas that create enduring value exchanges between consumers and our client’s brands.”

Ghassan Maraqa, CEO of Memac Ogilvy, said, “This development is in direct response to the evolving and growing needs of our clients in MENA for data-driven, high-technology experiences and creatively led solutions. Ogilvy One is uniquely positioned to design valuable relationships for brands that are impactful, relevant, and enduring, using AI and next-generation services, coupled with the exponential power of creativity.  This is how Memac Ogilvy will continue to help our partners create differentiation and relevancy with their consumers.”

Hazam El Zayat, Chief Experience Officer of MENA, expanded, “The MENA region has witnessed a massive transformation over the last few years, accelerated by solid vision, infrastructure, and a generation that is looking for more agility and for experiences on their own terms. Since its launch, Ogilvy One has spearheaded direct relationships for brands with their customers, and today we take this further by driving impact at the intersection of data, customers, brand, business and technology, all underpinned by our strategy for borderless creativity.”

Morby said, “Ogilvy is a groundbreaking agency, where creativity is part of the DNA. However, it also ranked as the Most Effective Agency Network in the world on last year’s Effie Index. My role is to ensure that effectiveness is embedded in the culture of the agency, making our work as impactful as possible, and to ensure our strategies embrace the cultural changes and new technology that is available to us, such as AI.”

Ogilvy’s Borderless Creativity philosophy brings together people from diverse backgrounds, experiences, cultures, and ways of thinking to find innovative solutions to a common problem. Morby added, “When we say borderless, we mean creative excellence achieved through seamless collaboration. In a region with so much diversity and so many cultural movements taking place, I’m excited to have the power of borderless creativity to hand, helping me connect brands to people.”

Morby has been based in the region for over five years, working in strategy leadership positions with FP7 McCann. This builds on his distinguished experience in strategy and planning in his native UK. His rigorous, effective, and creative strategies have garnered industry recognition and awards including Loeries, Cannes Lions, Epica, Dubai Lynx, MENA Effies, AME, WARC Effectiveness, WARC MENA, and WARC Media.

Jon Marchant, Group President MENA at Memac Ogilvy, said, “We are thrilled that Mario has joined us to continue raising the levels of our strategic and creative product and guiding the agency in future technology uptake. He has an award-winning track record in building strategy departments that uncover powerful local insights, true effectiveness, and original creativity. His ability to create impact and foster collaboration at all levels makes him the embodiment of borderless creativity.”

Memac Ogilvy will support strengthening and elevating Harley-Davidson®’s UAE market influence through digitally-led and social-driven communication campaigns. The agency’s remit also encompasses customer-first digital solutions — including creating video animation assets, tailored coverage, and strategies for digital search and display.

Ghassan Maraqa, MENA CEO at Memac Ogilvy & Mather, commented, “Digital communications serves as a bedrock to a successful creative strategy, especially in the automotive industry. Memac Ogilvy & Mather, with its abundance of expertise in the sector, is thrilled to partner with Harley-Davidson® of UAE in delivering digital communications that will underline innovation, spark key dialogue, and strengthen brand identity. Harley-Davidson® of UAE’s ambitious vision aligns with our appetite for fresh ideas, that when converted into award-winning digital campaigns, will undoubtedly strengthen the brand’s presence in the market.”

Shaun Smith, Group General Manager, Abdulla Al Masaood & Sons Automotive, stated, I am delighted to announce our exciting new partnership for our group company, Abdulla Al Masaood & Sons Motorcycles L.L.C, Authorized distributor for Harley-Davidson in Dubai and Abu Dhabi, with Ogilvy, one of the most renowned and innovative marketing agencies in the industry.”

Smith added, “This collaboration marks a significant milestone for us. Ogilvy's unmatched expertise in creative and strategic marketing, coupled with our passion for Harley-Davidson®, will undoubtedly result in exciting campaigns and initiatives that will resonate with both our loyal customers and those new to the Harley-Davidson® world. Together, we will elevate our marketing efforts and accelerate our reach, ensuring that the thrill of Harley-Davidson® is accessible to all.”

Hadi Ballout, who has been with Memac Ogilvy since 2016, will now serve as Managing Director for Advertising. Saad Abu Touq, who has dedicated more than 13 years to the company across three different markets, takes on the role of Managing Director for PR. Together, they will combine their skills and experience to oversee the network's two biggest business units, driving excellence in operations, strategy, and creativity.

"We're incredibly proud to promote these two dynamic leaders from within our organization, demonstrating our commitment to nurturing homegrown talent. Hadi and Saad are exceptional business leaders with a strong strategic focus. They have built long-lasting relationships with some of the region's top clients," said Ghassan Maraqa, CEO of Memac Ogilvy.

"With more than 20 years of combined experience within Memac Ogilvy across five markets, they embody our shared values and network cohesion, which we aim to uphold as we enter this new growth phase," added Maraqa.

Commenting on his appointment, Hadi said, “I'm excited about teaming up with Saad to head our UAE operations. I’m dedicated to taking our advertising business to new heights, elevating our creative offerings, pushing the boundaries, and delivering exceptional results for our partners."

Saad shared his enthusiasm, stating, "Having spent over a decade with Memac Ogilvy, I am honored to continue leading the PR business in the UAE, and excited to expand my responsibilities to oversee the UAE operations alongside Hadi, as we continue to drive our teams towards growth and excellence."

“The Memac Ogilvy legacy in the region has been built upon bold ideas delivered through modern, integrated solutions. With two decades of outstanding work behind him, we know Steve will bring his people-first, big-idea approach to help us continue growing that legacy,” said Ghassan Maraqa, MENA CEO, Memac Ogilvy.  

“Under Steve’s leadership, we will continue uniting our diverse businesses under one consolidated creative vision to maximize our effectiveness for clients—helping to deliver modern solutions to modern business problems,” Maraqa added.  

De Lange has spent 15 years of his career in the MENA region, working at renowned agencies and winning countless global awards. He has collaborated with some of the biggest domestic and international entities, including Saudi Tourism Authority, Unilever, Spotify, and Coca-Cola, among others.  

He joins Memac Ogilvy as the company continues its leadership transition, working under newly appointed MENA CEO, Ghassan Maraqa, who will be joined by new MENA Group President, Jon Marchant, with a focus on delivering big, bold, culture-shifting ideas for the biggest brands in the region. 

  "It’s a huge honor to join the Memac Ogilvy team, an agency whose storied history is a testament to its commitment to big ideas, innovation and craft,” said Steve de Lange. “I very much look forward to building on their proud tradition of creative excellence as we work alongside our clients and partners to write what promises to be an epic new chapter.”