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W Communications has expanded its global footprint with the launch of a regional headquarters in Abu Dhabi, signaling a significant, long-term investment in the Middle East — one of the world’s most dynamic growth regions.

W first entered the GCC in 2020 as agency of record for Diriyah Gate Development Authority in Saudi Arabia.

Today, the regional office brings together three complementary brands: W GCC, delivering world-class creative services from Abu Dhabi; Riyadh-based destination marketing arm Lotus Arabia, representing clients including Saudia and AROYA Cruises; and Hello Franses!, W’s celebrity and influencer division, which has worked with global sport and entertainment properties including Formula 1, Formula E and the Red Sea International Film Festival.

Together, these brands form a powerful, integrated platform designed to serve the region’s fast-evolving communications landscape.

Founded in London in 2009, W is one of the world’s most awarded independent agencies, with offices in London, New York, Singapore, Riyadh and now Abu Dhabi. The GCC hub consolidates W’s presence in the region and reflects its strategy of embedding in culture-led growth markets.

The new office will be led by Joanna Della-Ragione, managing partner, W Communications GCC, who previously served as chief marketing and communications officer at Oxagon, NEOM’s first subsidiary, and held a senior role with the Diriyah Gate Development Authority.

A former journalist, with more than 15 years’ experience spanning London and the Gulf, Della-Ragione brings deep regional expertise and international credibility to W’s Middle East expansion. 

“The Middle East represents one of the most ambitious, dynamic and creative regions in the world,” said Warren Johnson, founder and CEO of W Communications. “With flagship clients already in Riyadh, and Abu Dhabi now established as our GCC HQs, we’re embedding in the region for the long term.

This is a serious investment in talent, creativity, and partnerships in markets that are shaping the global agenda.”

Della-Ragione added: “Across the GCC — from Abu Dhabi and Riyadh to Doha — cities are reshaping culture, tourism and lifestyle on a global scale. Having both Riyadh and Abu Dhabi in our network means we can partner with organizations across the region, combining global creative credibility with deep local cultural fluency.”

On the first day of Money 20/20 Middle East, hosted in Riyadh, barq, a digital payments application, signed three strategic agreements aimed at developing digital payments in the Kingdom and the region.

barq signed a strategic partnership with Thunes, where it was represented by Thamer Alharbi, director of international partnerships, while Thunes was represented by Ahmed Yaqoub, vice president of business development.

barq also signed an MoU with Moysar, with Muath Alsadhan, general manager of partnerships, representing barq, and Mishari Al-Faryan, chief operating officer, representing Moysar.

On the sidelines of the conference, barq signed a strategic partnership with OneCard, represented by Basel Alhussan, director of product factory, while OneCard was represented by Omar Al-Refaie, senior sales director.

These agreements reflect barq’s commitment to expanding its strategic partnerships and enhancing its position as a leading digital wallet, in line with supporting the digital transformation in the financial sector in harmony with the objectives of Saudi Vision 2030.

Abdulaziz Al-Rudaini, general manager of marketing, communications and engagement at barq, said: “The Money 20/20 Middle East conference proves that Saudi Arabia is the leader in the fintech sector in the region.” He added: “barq’s participation aims to showcase the development and support received by the fintech sector from the leadership and the Saudi Central Bank. barq seeks to provide exceptional products and innovative solutions, enabling it to reach a strong position in the Saudi market, while continuing to empower individuals and offer services that meet their aspirations, always staying a step ahead.” 

This success comes at a time when barq is celebrating its milestone first year, where it reached more than 8 million users, processed over 150 million transactions, issued more than 6.5 million digital cards, and recorded over 500 million payment transactions. These achievements confirm the rapid transformation of the Saudi financial sector toward a cashless digital economy and reinforce barq’s position as a leading provider of innovative digital payment solutions.