Publicis Media Middle East has announced a strategic partnership with Living Room MENA, a creative tech and experiential agency, to integrate data-led media with experiential marketing.
The collaboration will focus on aligning performance-driven strategy with creative activations, offering brands new ways to engage audiences through measurable and meaningful touchpoints. The joint approach combines Publicis Media’s capabilities in media, data and audience insight with Living Room’s expertise in immersive brand experiences.
“In today’s fast-changing landscape, it’s no longer just about reaching audiences – it’s about engaging them in meaningful ways,” said Tony Wazen, CEO of Publicis Media ME. “Publicis Media and Living Room MENA bring together two distinct but complementary strengths: data-driven media intelligence and immersive brand experiences. This partnership enhances how we connect with consumers and elevates experiential marketing at large, setting new industry benchmarks for innovation and impact.”
Dani Oneisse, Founder and CEO of Living Room MENA, added: “We are excited to join forces with Publicis Media ME, bringing together our expertise in experiential marketing and creative technology with their strengths in data, media and strategy. This partnership is not just about collaboration – it’s about expanding our offerings beyond Dubai to the wider Middle East, with a strong focus on Riyadh and Abu Dhabi, where we see immense opportunities to strengthen our presence and deliver impactful brand experiences.”
The partnership will also focus on strengthening the agencies’ market positioning and offering, and include launch of a joint go-to-market strategy, with a focus on business development, cross-agency integration and scalable solutions for clients looking to align data-led media planning with experiential creativity.
Living Room’s past work includes immersive experiences for Expo City Dubai and public-sector activations with interactive AR technology. The agency also led stunt-based campaigns for entertainment and mobility brands.
The new model is positioned to give marketers more cohesive tools for storytelling – linking media strategy with real-world audience connection.
