Grey Acquires Control of Hug Digital

In a bid to strengthen its digital offering in the Middle East region, Grey Group has acquired a majority stake in independent digital agency hug digital, based in Dubai and with offices in Egypt and India.

Terms were not disclosed.

According to Grey, the agency’s service offering includes digital campaigns, social media, content, influencer and experiential marketing, web and mobile app development, media planning and buying as well as digital research and analysis.

The shop, with around 145 full-time staff, has a client roster of more than 70 brands, including Americana (Hardees, TGI Fridays, Krispy Kreme), automotive group Al-Futtaim (which includes Toyota, Honda, and Lexus distribution in the region), Commercial Bank of Dubai, Dubai Tourism, HMD Nokia, Shell, Nestle’s Maggi and Clorox.

The agency was founded in 2009 by Oussama Jamal (Chairman) and Tim Baker (Chief Executive Officer).

Grey indicated that Jamal and Baker will continue to head the hug digital operations while working with Nirvik Singh to set the overall strategic digital growth plan for the region. Singh is Chairman and CEO of Grey Group Asia Pacific, Middle East and Africa.



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