14-07-2025
We Are Social unifies global identity with Socialize rebrand in the Middle East
Global socially-led creative agency We Are Social is rebranding Dubai-based agency Socialize to We Are Social from 14 July 2025. The move is part of a unified global growth strategy that sees the agency introduce new capabilities in the region.
In Dubai, We Are Social is home to a multidisciplinary team across creative, strategy, media and production. Its management team, led by Akanksha Goel and Aurelien Fonteneau as General Manager, will remain unchanged.
With the rebrand, We Are Social in the Middle East will expand its strategy services to include cultural insights, which will see the agency leverage real-time social listening to decode rapid cultural shifts occurring across the Gulf, particularly in Saudi Arabia. Alongside this, the agency will offer enhanced influencer marketing expertise.
The rebrand will refresh how the agency shows up, online and offline, with a new website, a sharper social media presence, and an updated office space to match.
The rebrand will also allow We Are Social to align its services in the Middle East more closely with that of its global network. It will now offer additional capabilities to its roster of clients, including closer collaboration with the agency's well-established sports offering – a crucial growth area with the region now regularly hosting many of the world's biggest sporting events.
Toby Southgate, Global CEO at We Are Social, said, 'This rebrand comes at a time of significant momentum for We Are Social globally. As the only truly global creative agency built on social thinking, we're committed to delivering more integrated, borderless solutions for the world's most ambitious brands. Bringing Socialize into the We Are Social brand strengthens our ability to do just that — with even greater relevance, creativity, and impact in the Middle East.'
Socialize, founded by CEO Akanksha Goel, was one of the first social media agencies to open its doors in Dubai 15 years ago, and was acquired by We Are Social in 2018. Its current clients include Abu Dhabi's Advanced Technology Research Council, Sony, regional powerhouse Azadea, Starbucks, Switz and Sephora, for which the agency delivers a wide range of socially-led services, from award-winning creative campaigns to strategic paid media.
While the agency remains a trusted partner for leading business-to-consumer (B2C ) brands, it has also seen strong and sustained growth in the government and public sector space. Since 2019, Socialize has recorded an average annual revenue increase of more than 10 per cent in this category, a trend that reflects the region's growing demand for culturally relevant, socially-led communications.
Akanksha Goel, Regional Lead, Middle East and India at We Are Social, said, 'Socialize has always been a pioneer in the region, we helped define what social-first creativity looks like in the Middle East. At the heart of this rebrand is continuity. Our vision and values remain the same and we share the same commitment to work that connects culture and commerce.'
Goel added, 'This next chapter, as We Are Social, isn't about leaving that legacy behind. It's about building on it, integrating more deeply with another global pioneer, and bringing even more firepower to our clients and our culture.'
According to the agency's 2025 Global Digital Report, the Middle East boasts some of the highest levels of social media and mobile penetration globally, the fastest internet speeds, and some of the most active online users worldwide.
The agency aims to help its clients harness this potential in the region, supported by the agency's global network to enable seamless global client servicing, cross-market collaboration, and access to shared tools, IP and talent.
