Abu Dhabi, September 17, 2025 – Independent creative communications agency W Communications has strengthened its footprint in the Gulf region with the launch of a new regional headquarters in Abu Dhabi, underscoring its long-term commitment to the GCC’s fast-evolving communications landscape.
W Communications, which first entered the Middle East in 2020 as the agency of record for the Diriyah Gate Development Authority, will now operate under a unified structure that brings together three specialist brands:
W GCC – delivering creative communications from Abu Dhabi.
Lotus Arabia – a Riyadh-based destination marketing agency representing clients such as Saudia and AROYA Cruises.
Hello Franses! – the group’s celebrity and influencer marketing arm, collaborating with global entertainment and sports properties including Formula 1, Formula E, and the Red Sea International Film Festival.
Together, these entities will offer an integrated communications platform to help brands navigate and thrive in one of the world’s most dynamic regions.
Founded in London in 2009, W Communications has grown into one of the most awarded independent agencies worldwide, with a presence in London, New York, and Singapore. The decision to establish a base in Abu Dhabi highlights the Gulf’s growing significance in global communications and marketing strategies.
The Abu Dhabi HQ will be led by Joanna Della-Ragione, Managing Partner, W Communications GCC. With a proven track record on some of the region’s most ambitious projects, she previously served as Chief Marketing & Communications Officer at Oxagon (NEOM) and held senior leadership roles at the Diriyah Gate Development Authority.
Speaking about the launch, Della-Ragione said:
“Brands in this region aren’t just following trends, they’re setting them. From Abu Dhabi to Riyadh and Doha, the GCC is reshaping culture, lifestyle and tourism on a global scale. With a presence now in both KSA and the UAE, and a mandate to serve the wider Gulf, W is embedding for the long term – telling stories that resonate globally while staying rooted in local culture.”
Warren Johnson, Founder and CEO of W Communications, added:
“The Gulf is a market we’ve long admired for its ambition and pace of change. Establishing our GCC HQ in Abu Dhabi signals our commitment to investing in talent, creativity, and long-term partnerships across the region.”
With this strategic expansion, W Communications is poised to play a defining role in shaping brand storytelling, destination marketing, and influencer engagement across the Gulf.
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