What happened
The Ras Al Khaimah Tourism Development Authority (RAKTDA) has appointed M+C Saatchi Group Middle East as its creative agency partner after a competitive multi-stage pitch. The appointment gives the agency a three-year integrated creative retainer and responsibility for developing and launching a new destination proposition for the emirate.
The account will be led by specialists across strategy, creative, social, experience, and production. Priority markets include the UAE, Saudi Arabia, the United Kingdom, Germany, India, China, Russia, and Kazakhstan — a mix of core GCC, mature European, and high-growth Asian source markets.
RAKTDA selected M+C Saatchi for its strategic approach, integrated capabilities, and “Cultural Power” philosophy, which focuses on creating ideas that influence culture and deliver meaningful growth. The pitch win follows RAKTDA’s earlier agency roster moves and comes as the emirate pushes a sharper destination-branding message ahead of major leisure openings.
Natalie Cooke, Chief Client Partner at M+C Saatchi Group Middle East, said the world’s most successful destinations are never built on campaigns alone, but by creating places people genuinely want to connect with emotionally, culturally, and commercially. The statement frames the mandate as destination-building rather than pure advertising.
The appointment lands alongside RAKTDA’s recent marketing leadership hires, including Emma Campbell as Chief Marketing Officer, and follows record first-half visitor numbers for 2026. It signals that RAKTDA is investing in brand architecture and campaign infrastructure at a moment when global attention on the emirate is rising.
| Metric | Value |
|---|---|
| Key year | 2026 |
Sources
- Campaign Middle East — original reporting (accessed 2026-08-04)
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