Fuse Expands Gulf Ambitions with Strategic Dubai Launch
Fuse, part of Omnicom Media Group, has officially launched its new Dubai office, expanding its footprint across the Gulf region and reinforcing its long-term commitment to one of the world’s fastest-evolving markets.
The expansion builds on Fuse’s existing presence in Saudi Arabia and responds to rising demand from brands seeking stronger audience engagement through sport, entertainment, and culture.
Operations across the Gulf region will be led by Danielle Barwick, Executive Director of Fuse Dubai, who relocates from the company’s London office and brings extensive international experience in building market-leading propositions.
The Dubai office will provide clients with direct access to Fuse’s global network and capabilities while supporting long-term partnerships with brands including PepsiCo and The Saudi Investment Bank.
The launch comes as the Gulf continues strengthening its position as a global destination for major events, including Formula 1, the Saudi Pro League, international boxing events, UFC tournaments, and the rapidly growing esports sector.
Despite ongoing geopolitical uncertainty, investment in sport, entertainment, and culture continues to grow as brands increasingly view these sectors as powerful spaces for audience connection and engagement.
From its Dubai headquarters, Fuse aims to help brands create more meaningful audience engagement by combining global expertise with deep local market understanding, offering end-to-end solutions from strategy to activation.
Danielle Barwick, Executive Director, Fuse Dubai, said:
“The Gulf represents one of the most exciting and strategic growth markets globally for sport and entertainment marketing. Reinforcing the Fuse presence in this region through our office in Dubai allows us to bring our global expertise to a region that is rapidly becoming a hub for world-class events and cultural moments.”
She added:
“With the support of Omnicom Media and strong local partnerships, we’re uniquely positioned to help brands connect with audiences in meaningful and impactful ways.”
Elda Choucair, CEO of Omnicom Media MENA, said:
“The launch of Fuse Dubai reflects our continued investment in building capabilities that meet evolving client needs.”
She added:
“The region continues to establish itself as a global hub for culture and major events, and a Fuse presence in Dubai ensures our clients can access the right partnerships, thinking and expertise to unlock that opportunity.”
