M+C Saatchi Sport & Entertainment has acquired Middle East-based marketing, communication and commercial experts DUNE | 23.
DUNE | 23 will be part of the M+C Saatchi Group and represents the growth of its seventh global office since its establishment in 2004, and the first acquisition made for the agency since Global CEO Robin Clarke’s appointment in October 2024.
M+C Saatchi Sport & Entertainment has connected brands to consumers and audiences through the things they love – football, film, fashion, F1, music and more – for 21 years. The agency has also delivered impactful campaigns for global giants including Barclays, LEGO, Pernod Ricard, Kia, adidas, NFL, Heineken, Sky, and UEFA
DUNE | 23 was founded by Jamie Hosie and Lloyd McMillan in 2023, and made its mark within the industry with clients including Emirates Dubai 7s, Mubadala Abu Dhabi Open, SailGP, Zeekr, Elrow Music Festival, Nada Dairy and BRED by Hypebeast.
The agency bolsters the capability of M+C Saatchi Sport & Entertainment in the dynamic and growing Middle East region and offers end-to-end marketing services, from communications and commercial strategy through to activation across social media, PR, influencers, experiential, community and media buying, across 40+ people.
The combined with the significant power of M+C Saatchi Middle East, led by CEO Scott Feasey, the two entities offer an unrivalled portfolio of services to clients and brands looking for creative excellence and local talent, bolstered by global experience.
Robin Clarke, Global CEO, M+C Saatchi Sport & Entertainment, said: “Our expansion into the Middle East is driven by increasing demand from clients and the rich number of opportunities that the region represents for our business. What co-founders Jamie and Lloyd have built in the region in such a short space of time makes me incredibly excited for our future together.
“The alchemy of M+C Saatchi Sport & Entertainment’s global legacy and DUNE | 23’s local repute will make M+C Saatchi Sport & Entertainment a powerhouse in a region that is fast becoming one of the world’s leading hubs for sport and entertainment.”
Lloyd McMillan, founder of DUNE | 23, said: “We’re thrilled to be combining our local market insight and expertise with the global scale of world-class specialist capabilities of M+C Saatchi. Jamie Hosie added “Weare unlocking huge opportunities for our team, existing clients, and the future of the industry in this region and eagerly anticipate for the next phase of our journey.”
The acquisition comes at a time of rapid growth and transformation in the Middle East’s sport and entertainment landscape. For M+C Saatchi Sport & Entertainment this means bringing an even bigger footprint of world-class sport and entertainment marketing expertise to an already hugely talented and leading team of regional experts – accelerating this growth.
Feasey, CEO, M+C Saatchi Middle East, said: “This acquisition is a pivotal step in advancing our regional growth trajectory and strengthening our leadership in a space where brand and culture converge.
“DUNE | 23 brings specialist expertise, a proven track record, and a team uniquely attuned to creating lasting impact through passion and fandom. By integrating their capabilities and insight into our ecosystem, we’re scaling our ability to lead in one of the world’s most dynamic and fast-growing markets for sport and entertainment.”
The DUNE | 23 team will join the new, custom-designed offices of M+C Saatchi Sport & Entertainment in the Al Thuraya Tower in Dubai Media City later this year, whilst operating under their new name immediately.
Top image: M+C Saatchi Sport & Entertainment Middle East team