Heroiks, the growth strategy and media activation consultancy, has announced the opening of a new office in Dubai, marking its entry into the Middle East and expanding its international footprint. The move strengthens the group’s presence beyond its existing offices in Paris, Berlin and Bangkok, as it looks to support brands navigating an increasingly complex and performance-driven marketing environment.
The Dubai office, operating under the banner of Heroiks MENA, is positioned to serve both local and international advertisers across growth strategy, data and media activation. The region’s location at the crossroads of Europe, Asia and Africa, coupled with rapid shifts in consumer behaviour and media consumption, makes it a strategic base for the group’s next phase of growth.
The expansion comes amid strong economic momentum in the Middle East, with sustained GDP growth across the United Arab Emirates in 2025. The advertising market has mirrored this dynamism. According to the latest IAB MENA report, digital advertising spend in the region reached USD 6.95 billion in 2024, reflecting year-on-year growth of 19.8 percent. Growth has been driven by retail media, search marketing, connected TV (CTV) and social video, with social video alone growing by 28.9 percent, underlining a shift towards immersive, data-driven formats.
Anthony Ravau, Founder and President of Heroiks, said, “Opening our office in Dubai marks a new milestone in Heroiks’ international development. The Middle East is a dynamic and innovative region, where brands are operating in a rapidly transforming environment. Being present at the heart of MENA enables us to support both local and international brands, leveraging new opportunities created by immersive and data-driven formats. This expansion reflects our ambition to connect our global expertise to the most promising markets and to remain at the forefront of marketing innovation.”
The Dubai office is already operational and is located in Dubai Media City. It is led by Hicham Auajjar, Founding Partner and CEO of Heroiks MENA, who brings more than 15 years of experience in performance-led digital marketing and media strategy in the Middle East. Auajjar previously founded Keyade Middle East and later held senior leadership roles within GroupM, where he developed expertise across programmatic, search, social, data and automation at scale.
Commenting on the launch, Hicham Auajjar said, “The Middle East is a market that is rapidly structuring, where advertisers are increasingly looking for more integrated and measurable approaches. Establishing Heroiks in Dubai is designed to meet those needs, while contributing to the group’s international growth.”
