Mercedes-Benz Cars Middle East has appointed Ruder Finn Atteline, the MENA arm of Ruder Finn, as its regional communications partner following a competitive multi-agency pitch process. Operating from its regional hub in the UAE, Ruder Finn Atteline oversees strategic communications across 106 markets, spanning the Middle East, Europe and Southeast Asia.
The team leads integrated communications, brand partnerships and regional activations in support of Mercedes-Benz’s global communications strategy. The agency’s proprietary RF Tech Lab further supports 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.
“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," said Sophie Simpson, Managing Director of Ruder Finn Atteline – MENA.
"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,” Sophie added.
“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,” said Bonnie Al-Fakhri, Head of Marketing & Communications at Mercedes-Benz Cars Middle East.
“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.”