The Alliance of Independent Agencies Middle East has launched as a membership-based professional body aimed at representing independent marketing, communications and advertising agencies across the region.
The body begins operations with 25 founding member agencies, highlighting the growing presence and influence of independent agencies in the Middle East’s marketing ecosystem.
The regional chapter has been established through a partnership between Migrate, a consultancy that helps global independent agencies expand in the Middle East, led by Nick Walsh, and The Alliance of Independent Agencies UK, founded by Clive Mishon, which represents more than 100 agencies in the United Kingdom.
Nick Walsh, Founder of Migrate said: “The Middle East is one of the most dynamic and fast evolving marketing markets in the world, yet independent agencies have historically lacked a formal platform to represent their collective interests. This Alliance Middle East exists to change that. Our role is to champion the independent sector, support its growth, and ensure it has a strong, credible voice in the industry.
“Brands across the region are reevaluating agency relationships, looking for partners that can move fast, bring senior expertise, and adapt to increasingly complex challenges. Independent agencies are already delivering this value. The Alliance Middle East provides the structure, visibility, and advocacy to support that shift whilst growing the middle agency mix that is missing from the region but we see in other markets,” Walsh added.
Clive Mishon, Founder of The Alliance of Independent Agencies UK said: “The success of The Alliance in the UK has shown just how powerful a united independent sector can be. Over the past seven years, we’ve built a thriving community of more than 100 agencies who learn together, elevate standards together, and win together. Bringing The Alliance to the Middle East is a natural next step. The region’s independent agencies are ambitious, innovative, and ready for a collective platform that champions their value and accelerates their growth. We’re proud to help bring that to life.”
The Alliance Middle East has appointed Emily Foreman as Director. She brings experience in agency growth and has previously worked on establishing and expanding an independent experiential agency in Saudi Arabia. In her new role, she will oversee regional operations, strengthen the member network and promote collaboration, while also supporting training initiatives aimed at strengthening industry capabilities.
Industry data shows the Middle East marketing and advertising agency market was valued at $8.18 billion in 2025 and is projected to grow to $10.76 billion by 2031, reflecting steady expansion of the sector. Digital-focused agencies are estimated to contribute about 46% of agency revenues in the region. Meanwhile, the broader MENA advertising ecosystem reached $47.8 billion in 2023, with GCC markets accounting for around 68% of total spending.
The Alliance Middle East will initially focus on the UAE before expanding into other GCC and wider Middle East markets. Membership will follow a curated, invite-only model aimed at maintaining quality, cultural alignment and complementary expertise among members.
A regional Board of Advisors has also been formed, including Elisabeth Anne of Imagination Middle East, Mike Khouri of Tactical, Dan Taylor of Bellwether Brands, Lisa Welsh of North Seventy Five and Roy Aftimos of C2 Comms. The board will help guide the organisation’s strategy and ensure it remains relevant and member-focused.
Beyond advocacy, the Alliance Middle East will also work on talent development, professional training, research initiatives, industry events and promoting collaboration within the independent agency ecosystem.
