DUBAI: Middle East Communications Network’s social media and creator-focused practice McCann Content Studios is expanding to Saudi Arabia.
Operating as part of creative network FP7 McCann in Riyadh, the studio aims to meet clients’ requirement for social media-led campaigns and influencer partnerships.
“Our expansion into Saudi Arabia is a strategic step forward — not just in footprint, but in how we partner with brands in a market that continues to lead regional transformation,” Tarek Miknas, CEO of FP7 McCann Middle East, North Africa and Turkiye, told Arab News.
He added: “For us, this is about more than scaling services; it’s about building enduring partnerships rooted in trust, performance and relevance — and ensuring we’re structurally set up to support the ambitions of the Kingdom’s most dynamic brands.”
The studio first launched just over a year ago and has since doubled in size, with operations across Dubai, Cairo and Beirut.
It employs more than 100 people, and its services include strategy, creative, social, influencer marketing, production, community management and performance tracking.
Fahad Mugharbel, social media director of FP7 McCann, will lead the practice from Riyadh. Before joining FP7 McCann in April, he worked at Saudi-based entertainment firm UTURN for more than four years.
The Kingdom is defined by “pace, ambition and evolving expectations,” and clients believe “content must do more,” said Amr El-Kalaawy, regional managing director of FP7 McCann Saudi Arabia.
The move is therefore a “natural next step in our growth — one that reflects both the scale of opportunity and the level of partnership our clients expect,” he added.
Going forward, McCann Content Studios plans to expand its “capabilities in data-led content performance and deepen our creator ecosystem,” El-Kalaawy said.
