Dentsu Aegis Network MENA has partnered up with Oman-based Media 21. 

M21 will become the exclusive partner of Densu Aegis in the country, responsible for all communications services including media planning and buying, creative, digital and social media, events and media production, for clients of the Dentsu Aegis Network in Oman. 

In step with strides being made in the country’s media scene, Dentsu Aegis and M21 anticipate higher advertising spends in Oman as the government becomes more focused on industrialisation, diversification and privatisation to boost production and reduce the oil sector's contribution to the country’s GDP. It is believed that M21's on ground capabilities paired with Dentsu Aegis’ global scale and expertise will allow clients to navigate the rapidly evolving media landscape and keep up with changing consumer behaviour.  

M21, a full service agency with dedicated digital, advertising, events and publishing divisions, was founded in 2007 and counts numerous local brands from both governmental and private sectors among its clientele. The existing team will be led by Rajesh Raman, Managing Director of M21, supported by a team of 22 qualified professionals from its offices in Dubai and Muscat. Raman is an acknowledged industry pioneer in Oman with over two decades’ experience. He was earlier responsible for setting up and building all WPP Group brands in the country. 

“This partnership is another important step in continuing our expansion across the Middle East. M21’s extensive experience and understanding of the media landscape in Oman and breath of services made them the perfect partner. We are confident that we will begin to see significant growth in ad spends in Oman – particularly in the digital space -  so we want to make sure we are ready,” said Ramzi Haddad, Managing Director – Emerging Markets, Dentsu Aegis Network MENA. “Clients are grappling with the disruption of their established business models that digitisation and convergence has wrought and M21’s services are aligned with our full service operating model, enabling us to provide clients with a one-stop shop for all communications services. This new partnership reinforces our commitment to having the largest footprint in the region without any compromise on the service we are able to offer to our clients.”

Speaking of the partnership, Rajesh Raman, Managing Director of M21 said “this really is an exciting time for our team and is a sign that a global player in the media space sees Oman as a market worthy of a significant presence and investment. We are looking forward to working with clients across the Middle East and beyond to provide the global scale, customer insight and trading power afforded by Dentsu Aegis, backed up by exceptional local knowledge and client service on ground in Oman.”