Publicis Groupe Middle East Buys Chain Reaction to Strengthen Performance Marketing in UAE and KSA

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The deal is another signal of where the Gulf market is heading. Independents with regional DNA and credibility in performance are becoming increasingly attractive to holding groups competing for scale in fast-growth markets.

Launched in 2010, Chain Reaction has built a 190-person team across the UAE, Saudi Arabia, Jordan and Egypt, covering performance media, data, content and creative. Over 15 years, the agency has carved out a reputation as a homegrown player able to win both multinational accounts and regional challengers, giving it a different weight compared to boutique shops.

For Publicis, the deal reinforces its “Power of One” model—an integrated approach, which tries to stitch together creative, media, data and technology. The addition of Chain Reaction’s studios and specialist hubs gives the network more options on delivery, without having to build them from scratch.

“This acquisition is a significant step in our transformation,” said Bassel Kakish, CEO of Publicis Groupe Middle East & Turkey. “Integrating Chain Reaction accelerates our connected media model—a data-driven way of combining media, technology, and creativity to drive performance.”

For founder Saif Jarad, the sale marks both a handover and a continuation: “The journey of building Chain Reaction over the past 15 years has been fueled by innovation and resilience. Joining Publicis gives us the reach to empower our teams and deliver greater impact for clients.”

The move highlights how the Gulf’s marketing landscape is reshaping. Independent agencies with deep local roots—once considered niche players—are increasingly being courted by holding groups eager to sharpen their digital edge. In markets like the UAE and Saudi Arabia, where advertisers demand fast, measurable ROI, performance marketing is no longer a nice-to-have but a baseline expectation.

By acquiring Chain Reaction, Publicis is making a clear statement: to compete with rivals like Omnicom, WPP, and Accenture Song, it needs not just global tools but also regional DNA—talent that understands the nuances of Arabic content, local culture, and the SME-driven growth story.

For Publicis, the challenge now lies in blending Chain Reaction’s entrepreneurial agility with network discipline, without losing the authenticity that made the agency a success story in the first place. If done right, this could set a precedent for how global players absorb regional independents in an era where performance and precision are everything.