Publicis Groupe Middle East has announced the acquisition of Chain Reaction, a leading independent digital marketing agency, in a strategic move to reinforce its leadership in performance marketing, content, and experience design across the Middle East.
The acquisition strengthens Publicis Groupe’s position in the UAE and Saudi Arabia, while expanding its ability to deliver agile, data-driven solutions for businesses of all sizes—from ambitious SMEs to multinational brands.
“This acquisition is a significant step in our ongoing transformation and growth strategy,” said Bassel Kakish, Chief Executive Officer, Publicis Groupe Middle East & Turkey. “The integration of Chain Reaction further enhances our Power of One proposition and accelerates our connected media model, a data-driven approach that seamlessly integrates media, technology, and creative to drive performance.”
Founded 15 years ago, Chain Reaction has built a strong reputation as a fully integrated digital agency with a team of more than 190 experts. The agency brings award-winning expertise across digital media, performance marketing, data, creative, technology, production, and marketing consultancy, backed by deep regional knowledge and innovation.
“By joining Publicis Groupe Middle East, we’re joining forces with a global leader that shares our values, our culture, and our vision for the future of this industry,” said Saif Jarad, Founder & Chief Executive Officer, Chain Reaction. “The journey of building Chain Reaction over the past 15 years has been fueled with innovation, growth and resilience, and we are excited to begin a new chapter that will accelerate this growth, expand our capabilities and empower our talented teams to deliver even greater impact for our clients.”
With the addition of Chain Reaction, Publicis Groupe Middle East expands its specialised talent hubs across the region, enhancing flexibility, efficiency, and client delivery. The move also strengthens the Group’s content production capabilities through Chain Reaction’s podcast and recording studios, enabling more robust and diversified offerings.
This acquisition underscores Publicis Groupe Middle East’s commitment to driving measurable business results and shaping the future of data-driven marketing in the MENA region.
