Current Global

UAE

Current Marketing was launched in 2006 as a boutique offering within the Interpubic family of agencies, and in 2019 merged with Creation, another IPG firm headquartered in the UK, to form Current Global. While the firm was initially known primarily as a consumer specialist, it had developed expertise in healthcare and technology before the merger with Creation, which significantly expanded its corporate capabilities. In 2023, the firm expanded into the Middle East, luring Peter Jacob from sister company Weber Shandwick to serve as managing director for the region.

The firm made an immediate impression. Current offered the market a unique combination: the connections and client portfolio of a global network with the hunger and flexibility of an independent boutique. Most notable, the firm’s “Heinz Ketch-up and Down” work was named one of the top five campaigns at the EMEA region SABRE Awards, won a Global SABRE and at the end of the year was named the fifth most awarded campaign in the world in our annual Creative Index.

Current has built on that initial success with a slew of additional honors over the past 12 months, having recently been the most awarded agency, pound for pound, at the MEPRA Awards, winning seven Golds. Its impressive work included a brilliant follow-up for Heinz, offering “The World's First Ketchup Insurance.” It also supported Riyadh Air with its “From Catwalk to Runway,” announcing cabin unforms for an airline so new it did not yet have any cabins for the photoshoot. And working with Puck, a cheese spread staple for Middle Eastern families, the “Selfless Shelves” initiative gave five Lebanese women a platform to tell their stories and sell their homemade ‘mouneh’ on Puck’s shelf space in regional supermarkets.

Current grew revenues by 80%—from an admittedly small base—doubled headcount, and tripled the number of retainer clients. It added retained briefs from GymNation, New Balance, Little Moons, Bentley, and Mitsubishi, and delivered projects for the likes of Subway, Hisense and Dubai Harbour Residences.

In terms of culture, the firm offers a minimum of 48 hours training per person per year, with personalised development plans. It offers free gym membership, free monthly team breakfasts and Friday is designated as a work from home day. There are also free mental and physical wellness check-ins and full flexibility for returning to work mums and dads. Current also undertook some outreach initiatives of its own: 50 international students from Silicon Valley’s Menlo College came to its offices to hear insights on key trends and the firm held a PR Storytelling masterclass for 30 students from Murdoch University’s Communications Masters Course— and gave eight internships to new graduates, four of whom have joined permanently.—PH