Ruder Finn Atteline unveils new brand identity

Kathy Bloomgarden, CEO of Ruder Finn, and Sophie Simpson, managing director of Ruder Finn Atteline — MENA.
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Updated 09 April 2025
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Ruder Finn Atteline unveils new brand identity

After nearly 10 years in the region, Ruder Finn Atteline, formerly Atteline, is strengthening its proposition as the MENA arm of Ruder Finn with local insight and global capabilities. With a fresh brand identity and newly designed logo combining Ruder Finn’s 75 years of global expertise alongside Atteline’s hallmark creativity and culture, the integrated communications agency is now gearing up to set a new pace for the decade ahead.

Aligning with its global “What’s Next” positioning — a commitment to always remaining one step ahead of industry trends and leading with a data-driven, digital-first, early-adopter mindset — Ruder Finn Atteline is now doubling down on enhancing client experiences and innovatively empowering employees.

As part of this vision, Ruder Finn Atteline is preparing to launch its Content Hub, a first-of-its-kind platform for the region to prioritize authentic storytelling in an era increasingly dominated by AI-generated content. This move aligns with the ongoing expansion of its Digital Division, ensuring that both verticals work in tandem as integral components of the integrated communications ecosystem.

The dual-headquartered agency in MENA (Riyadh and Dubai) is also bolstering its leadership team within its consumer and corporate divisions, with three senior positions having been named. These efforts are being made to support growth with unity, boost leadership abilities, and further broaden the agency’s capabilities to meet the evolving demands of the market.

Kathy Bloomgarden, CEO of Ruder Finn, said: “As the communications landscape shifts amidst AI advancement and ongoing innovation, staying ahead means embracing change with bold thinking and innovative solutions. This is exactly what the integration of Atteline and Ruder Finn achieves. We have united a powerful combination of global expertise and regional creativity, positioning us to deliver next-generation strategies tailored for MENA. With a strong foundation in digital, data, and AI-driven storytelling, Ruder Finn Atteline is poised to help clients navigate what’s next — not tomorrow, but today.”

Sophie Simpson, managing director of Ruder Finn Atteline — MENA, added: “Continually pioneering the future of communications for the past 70-plus years, Ruder Finn has evolved into one of the world’s largest independent agencies today.”

As Ruder Finn Atteline, we maintain the core elements — creativity and culture — that have brought us success for almost a decade, whilst offering the global expertise and know-how of Ruder Finn. This evolution uniquely positions us as a center of thinking for growth to build an agency of the future, one where data-driven insights, creativity, and technology-driven strategies lead the way.”

Leveraging Ruder Finn’s global tech capabilities, namely its Tech Hub, Ruder Finn Atteline is integrating advanced solutions to boost both internal operations and external offerings. In addition to introducing new divisions and bolstering existing ones, the agency is also strengthening its Sonar and crisis communications offerings, recognized as among the agency’s most impactful services. Building on this strong foundation, the agency is expanding its expertise into the sports and entertainment, automotive and travel and tourism sectors.


International Museum Day 2025: Abu Dhabi shapes future through culture and connection

Updated 26 min 32 sec ago
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International Museum Day 2025: Abu Dhabi shapes future through culture and connection

Abu Dhabi has always been a meeting point of worlds where East and West, past and future, tradition and ambition converge. This is not just a matter of geography. It reflects who we are: a society shaped by the exchange of ideas, driven by curiosity, and united by a deep belief in the power of culture to move people and ideas forward.

That belief takes center stage as we mark International Museum Day on May 18. This year’s theme, The Future of Museums in Rapidly Changing Communities, could not be timelier. In an age defined by technological acceleration, climate disruption, and global uncertainty, museums are no longer just guardians of the past. They are engines of progress where creativity, inclusion, and innovation come together to shape more resilient and connected societies.

These values guide the mission of Saadiyat Cultural District Abu Dhabi, one of the greatest concentrations of global institutions. Its shared narrative is a celebration of cultural dialogue, creative exploration, and the human story that binds us across time and geography. The district is more than a center of global cultural and creative excellence; it is a lasting commitment to a society where knowledge and creativity is nurtured, offering pathways to inspiration, empowerment, and transformation. 

Each of Saadiyat Cultural District’s institutions plays a distinct role. When Louvre Abu Dhabi presents a Bactrian “princess” from 2,000 BCE beside a Tang Dynasty ceramic and a Mondrian masterpiece, it affirms that creative brilliance transcends borders and eras. When the newly-opened teamLab Phenomena Abu Dhabi explores the fusion of art, science, and technology, it places the UAE at the center of tomorrow’s narratives. And when Zayed National Museum tells the story of our transformation from a nation of pearl divers, farmers and traders, to a knowledge-driven economy, it offers a living model of resilience and reinvention.

Yet the ambition of our cultural strategy reaches far beyond Saadiyat Cultural District. Across the emirate, a rich network of museums and cultural centers ensures that culture is deeply rooted in the identity and daily life of our communities.

Qasr Al-Hosn, the oldest standing structure in Abu Dhabi, has been transformed into a living museum that tells the story of the capital’s evolution from a fortified watchtower to a vibrant global city. In Al-Ain, the birthplace of our Founding Father Sheikh Zayed bin Sultan Al-Nahyan, both the Al-Ain Museum, established by Sheikh Zayed in 1971, and his former home, Al-Ain Palace Museum, stand as enduring symbols of our national identity. Together with Qasr Al-Muwaiji, which has played an important role in the history of the UAE, they reflect the values, vision, and leadership that continue to shape the nation’s path forward.

The newly-restored Al-Maqta Museum, housed in a historic watchtower, explores the defensive and maritime heritage of the region. Meanwhile, Delma Museum, located on one of the oldest continuously inhabited islands in the UAE, offers deep insights into the country’s seafaring and pearling traditions. 

Each of these institutions is tailored to its community and context, enriching local pride while reinforcing a broader national narrative. They embody our belief that cultural heritage in Abu Dhabi should be celebrated everywhere, so that every visitor, from schoolchildren to scholars, can see themselves reflected in the stories they preserve and share.

This approach continues the legacy of Sheikh Zayed who recognized long before the nation’s formation that culture was essential to building a cohesive and forward-looking society. Not only to preserve the past, but to inspire future generations. That vision is more relevant today than ever before.

We saw it take another step forward this year with the launch of the Abu Dhabi Collection. Curated over many years by DCT-Abu Dhabi, the Abu Dhabi Collection brings together thousands of works that reflect the depth and diversity of our shared heritage. Spanning continents, centuries, and civilizations, the collection affirms that culture is not fixed or finite. It moves across borders. It connects people. And it belongs to us all.

As we navigate the complex terrain of the 21st century, from demographic shifts to climate challenges, from exponential technologies to multipolar geopolitics, culture offers something unique: the ability to convert uncertainty into possibility. It reminds us that every leap forward begins with imagination, and that every solution is rooted in human experience.

On the occasion of this International Museum Day, Abu Dhabi reaffirms its belief in a future shaped not only by data or infrastructure, but by ideas, heritage, and human connection. Through investment in cultural institutions, creative industries, and community engagement, we not only preserve the past, we also empower the present and inspire the future. Because culture remains humanity’s oldest survival strategy, as well as its most enduring source of hope.

  • The writer, Mohammed Khalifa Al-Mubarak, is chairman of the Department of Culture and Tourism — Abu Dhabi

Renault Koleos 2026 makes regional debut in Diriyah

Updated 18 May 2025
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Renault Koleos 2026 makes regional debut in Diriyah

Wallan Trading, the exclusive distributor of French automotive brand Renault in Saudi Arabia, officially launched the Renault Koleos 2026 in Diriyah in a grand event attended by notable guests, media persons and auto enthusiasts. The launch marked the model’s debut in the Middle East region.

The event featured an interactive reveal enriched by dynamic audiovisual effects, culminating in the unveiling of the new Renault Koleos. Guests had the opportunity to explore the vehicle up close and discover its distinctive design and advanced technological features.

Fahad Al-Wallan, chairman of Wallan Holding, emphasized the strong partnership between Wallan Trading and Renault, united in their vision to deliver a premium ownership and driving experience through vehicles known for their elegant design, innovative technology, and high performance.

“The Renault Koleos 2026 represents a significant milestone in the automotive world and is the perfect choice for those who value elegance, refinement, quality, and innovation,” Al-Wallan said. “The decision to debut Koleos 2026 in the Saudi market, as a first in the Middle East, reflects the Kingdom’s growing importance amid strong economic growth and ongoing positive developments. This new generation of Koleos offers a truly exceptional option for car lovers, thanks to its innovative design, cutting-edge technology, and advanced features.”

The new Koleos is a pivotal launch within Renault’s International Game Plan 2027. It belongs to the D-segment of midsize SUVs and reflects the brand’s new design language and its guiding philosophy “voitures à vivre,” meaning “cars for living.” The model offers a bold, premium driving experience while prioritizing safety for drivers, passengers, and other road users.

Measuring 4.78 meters long, 1.88 meters wide, and 1.68 meters tall, Koleos delivers the proportions of a high-end SUV. A generous 2.82-meter wheelbase ensures ample interior space, with boot capacity of up to 589 liters.

The cabin features three panoramic 12.3-inch openR screens stretching across the dashboard, premium materials, and high-comfort seats, all contributing to a luxurious onboard experience. The front seats are heated and ventilated, with the front passenger seat adjustable in six directions, controlled via the dedicated passenger display.

Koleos is equipped with an intelligent four-wheel drive system that seamlessly adapts to changing road conditions without manual intervention. On smooth roads, it switches to 2WD for enhanced fuel efficiency. The intelligent torque distribution system adapts seamlessly to slippery, muddy, or sandy environments, providing optimal traction.

The 8-speed automatic transmission adjusts to the driver’s style, improving over time for smoother performance. It is powered by a 2-liter turbocharged 4-cylinder engine generating 235 hp and 350 Nm of torque, ensuring a dynamic and refined drive.

Koleos includes six drive modes, including off-road mode, and features 29 advanced driver assistance systems, three of which enable Level 2 autonomous driving. The vehicle uses a 180-degree interface to display nearby traffic in real time.

Koleos is also fitted with next-generation active driver assist, combining adaptive cruise control with lane centering technology. This system maintains the vehicle’s lane position using sensors and cameras, while an emergency lane-keeping function anticipates collisions and assists in avoidance maneuvers.

To ensure maximum safety, 18 percent of Koleos’ body structure uses hot forming technology, enhancing rigidity and crash protection. This also reduces vibrations and road noise for a smoother ride.

The Renault Koleos 2026 is now available across Saudi Arabia with prices starting from SR112,900 ($30,100), excluding VAT. It comes with a five-year or 100,000-km warranty and free servicing for two years or 40,000 km (whichever comes first).


Emirates NBD partners with VFS Global in Kingdom

Updated 18 May 2025
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Emirates NBD partners with VFS Global in Kingdom

Emirates NBD, a banking group in the Middle East, North Africa and Turkiye region, has signed a partnership agreement with VFS Global — the world’s largest visa outsourcing and technology services specialist — to offer consumers across the Kingdom access to exclusive benefits.

The agreement was signed by Ghassan Najmeddin, head of retail banking and wealth management, Emirates NDB KSA, and Sumanth Kapoor, business head, Saudi Arabia and Bahrain, VFS Global, in the presence of a selection of senior executives from both parties.

Emirates NBD will serve as VFS Global’s primary banking partner in the Kingdom and will leverage VFS Global’s expansive presence in Riyadh, Jeddah and Dammam to operate touchpoints, providing customers payment opportunities along with ATM facilities, within VFS Global’s premises. The move underlines Emirates NBD’s commitment to supporting Saudi Arabia into becoming a leading travel, investment, tourism and financial services hub.

In line with Vision 2030, the agreement will accelerate the digital transformation of financial services in Saudi Arabia and the wider region, advancing the growth and development of the Kingdom’s financial services, travel and tourism sectors, thereby, providing Saudi citizens and residents with seamless access to quality offerings and experiences.

Naser Yousef, CEO, Emirates NBD KSA, said: “As travel becomes more accessible, our partnership with VFS Global aims to enhance banking, and travel experiences for Saudi nationals and residents, making their journeys more rewarding.”

Najmeddin said: “With more people in Saudi Arabia traveling abroad, we are committed to providing seamless integrated solutions. Our partnership with VFS Global enhances access to exclusive benefits, ensuring a superior experience for affluent customers.”

Kapoor added: “VFS Global is deepening its connections within Saudi Arabia, a key market for us and one where we have operated for over two decades. It has been our constant endeavor to bring our customers comfort, convenience, and benefits through every service we provide, and partnering with Emirates NBD, another key player in its own sector, allows us to innovate and enhance customer experiences while supporting Vision 2030 goals.”


Kingdom warns of scammers offering fake Hajj visas and permits

Updated 18 May 2025
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Kingdom warns of scammers offering fake Hajj visas and permits

As the Hajj season approaches, advertisements from fraudulent agencies targeting pilgrims are on the rise. These agencies falsely claim to offer enticing Hajj packages at attractive prices and luxurious services, along with fake promises of issuing Hajj visas. In reality, these offers are mere illusions designed to exploit the money of unsuspecting pilgrims. 

Government authorities emphasize the importance of dealing only with official channels. The Ministry of Hajj and Umrah has said that the only approved visa for performing the Hajj pilgrimage is the Hajj visa itself — no other type of visa is accepted. 

The Hajj permit is issued exclusively through the Nusuk app or the Permits Platform (Tasreeh), which was launched to provide a comprehensive religious experience for all pilgrims, whether inside or outside the Kingdom. The ministry warned that dealing with any entity other than Nusuk puts the pilgrim at risk of losing their opportunity to perform the pilgrimage. 

In this context, the Ministry of Interior has announced the enforcement of legal penalties against anyone attempting to sneak into Hajj or enter the holy sites without a permit. Violators will face a fine of up to SR20,000 ($2,666), in addition to deportation for expatriates and a 10-year ban from entering the Kingdom. 

A financial penalty of up to SR100,000 will be imposed on anyone who assists or shelters holders of visitor visas, whether in hotels, apartments, private residences, shelters, or housing sites for pilgrims. The fines will multiply with each violation.

The Saudi security forces have already arrested numerous individuals of various nationalities involved in fraudulent activities, including posting misleading advertisements for fake Hajj campaigns. These scams promised pilgrims accommodation, transportation within the holy sites, and even the issuance of visit visas. 

The Kingdom continues to enhance public awareness by launching educational campaigns aimed at raising pilgrims’ awareness and curbing fraudulent activities.

Concerned authorities receive reports of fraud and Hajj regulation violations through: 

  • 330330 for fraud-related SMS messages. 
  • 911 for Hajj regulation violations in Makkah, Madinah, Riyadh, and the Eastern Province. 
  • 999 for the rest of the Kingdom’s regions. 
  • 1966 for complaints and reports from pilgrims

All these efforts ensure the safety of pilgrims and secure performance of Hajj rituals.


Resecurity and Starlink Announces Strategic Cybersecurity Partnership at GISEC Global 2025

Updated 18 May 2025
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Resecurity and Starlink Announces Strategic Cybersecurity Partnership at GISEC Global 2025

Resecurity, a global cybersecurity leader, has partnered with Starlink to expand advanced threat protection across the region. A subsidiary of Ooredoo Group, Starlink has more than 18 years of experience in Qatar’s ICT and mobile accessories market. Starlink’s ICT Distribution focus areas include cybersecurity, cloud, datacenter, AI, networking and physical security. This partnership brings together deep expertise and innovation to deliver tailored, future-ready security solutions for today’s evolving digital challenges.

Through this partnership, Resecurity’s cutting-edge cybersecurity solutions will be integrated into Starlink’s extensive distribution network, enabling organizations across the META region to proactively detect, analyze, and respond to cyberthreats. The collaboration focuses on delivering technologies and services that enhance digital resilience and protect against evolving cyberthreats.

“Our partnership with Starlink represents a significant step in our mission to provide advanced cybersecurity solutions across the META region,” said Gene Yoo, CEO of Resecurity. “By combining our expertise with Starlink’s extensive regional presence, we aim to empower organizations to proactively address cyberthreats and enhance their security posture.”

“Collaborating with Resecurity allows us to expand our cybersecurity portfolio and offer our clients innovative solutions that address the dynamic threat landscape,” said Cyril Anand, CEO of Starlink Qatar. “Together, we are committed to delivering technologies that not only protect but also empower businesses to thrive in a secure digital environment.”

The partnership was officially announced during GISEC Global 2025, the region’s premier cybersecurity event held at the Dubai World Trade Centre, serving as a launch platform for strategic cybersecurity collaborations.