UAE – 20 October 2026: Mercedes-Benz Cars Middle East has appointed Ruder Finn Atteline, the MENA arm of Ruder Finn, one of the world’s largest independent global communications agencies, as its regional communications partner following a competitive multi-agency pitch process. Operating from its regional hub in the UAE, Ruder Finn Atteline will oversee strategic communications across 106 markets, spanning the Middle East, Europe and Southeast Asia.
Ruder Finn Atteline will lead integrated communications, brand partnerships and regional activations in support of Mercedes-Benz’s global communications strategy. The agency’s proprietary RF Tech Lab will further support the partnership with audience intelligence and insight into how consumers discover and engage with the brand across search and AI-enabled platforms, helping inform more targeted, data-led communications strategies across regional markets.
The appointment brings together one of the world’s most iconic automotive brands and one of the world’s largest independent communications consultancies, reflecting a shared commitment to innovation, creativity and meaningful brand engagement.
Sophie Simpson, Managing Director of Ruder Finn Atteline – MENA, commented: “Mercedes-Benz is a brand we have long admired, not only for its craftsmanship and innovation, but for the clarity of its vision and the role it continues to play in shaping the future of mobility. We are proud to partner with Mercedes-Benz Cars Middle East and support a brand with such deep cultural relevance across markets. Great brands are not simply translated from market to market; they are retold with meaning, context and care. That is the craft we are bringing to this partnership, combining strategic discipline, regional understanding and data-led insight to help Mercedes-Benz continue building powerful connections with audiences across its markets.”
Bonnie Al-Fakhri, Head of Marketing & Communications at Mercedes-Benz Cars Middle East, said:
“For nearly 140 years, Mercedes-Benz has shaped the future of mobility through innovation, craftsmanship, and a relentless focus on progress. As our communications ambitions continue to evolve and our remit expands beyond the Middle East to encompass the wider General Distributor regions across MEA, SEA, ECA, and LATAM, it was important to identify a partner capable of translating that legacy and vision into compelling narratives that resonate across diverse markets. We look forward to collaborating with Ruder Finn Atteline to deliver impactful storytelling that supports our business objectives and further strengthens engagement and brand positioning across our regions.”
The appointment reinforces Ruder Finn Atteline’s continued momentum across the Middle East and its track record of partnering with some of the world’s most recognized brands. Backed by Ruder Finn’s global network and deep regional expertise, the agency continues to help organizations build culturally relevant communications programmes shaped by insight, creativity and measurable business impact.