The partnership will oversee strategic communications, brand partnerships and regional activations across the Middle East, Europe and Southeast Asia.
Mercedes-Benz Cars Middle East has appointed Ruder Finn Atteline, the MENA arm of global communications agency Ruder Finn, as its regional communications partner following a competitive multi-agency pitch.
Based at its regional hub in the UAE, Ruder Finn Atteline will oversee strategic communications across 106 markets spanning the Middle East, Europe and Southeast Asia. The appointment will support Mercedes-Benz’s global communications strategy through integrated communications, brand partnerships and regional activations.
The partnership will also draw on Ruder Finn’s proprietary RF Tech Lab, which provides audience intelligence and insights into how consumers discover and engage with brands across search and AI-enabled platforms. These insights will help shape more targeted, data-led communications strategies across regional markets.
A Focus on Regional Storytelling
The appointment brings together Mercedes-Benz, one of the automotive industry’s most established brands, and Ruder Finn, one of the world’s largest independent communications consultancies. Both organisations highlighted innovation, creativity and meaningful audience engagement as priorities for the partnership.
Sophie Simpson, Managing Director of Ruder Finn Atteline MENA, said the agency was proud to partner with Mercedes-Benz, citing the brand’s craftsmanship, innovation and role in shaping the future of mobility.
She added that the partnership would combine strategic planning, regional understanding and data-led insights to build stronger connections with audiences across different markets.
“Great brands are not simply translated from market to market; they are retold with meaning, context and care,” Simpson said.
Supporting Mercedes-Benz’s Expanding Communications Strategy
Bonnie Al-Fakhri, Head of Marketing and Communications at Mercedes-Benz Cars Middle East, said the brand’s communications remit was expanding beyond the Middle East to include wider General Distributor regions across MEA, Southeast Asia, ECA and Latin America.
With Mercedes-Benz approaching 140 years of automotive innovation, Al-Fakhri said the company sought a partner capable of translating its legacy and vision into relevant narratives for diverse audiences.
She added that the collaboration would focus on storytelling that supports business objectives while strengthening audience engagement and brand positioning across the regions.
Building on Regional Momentum
The appointment adds to Ruder Finn Atteline’s growing presence in the Middle East and its work with internationally recognised brands. Supported by Ruder Finn’s global network and regional expertise, the agency develops communications programmes shaped by audience insights, creativity and measurable business outcomes.
Through the partnership, Mercedes-Benz Cars Middle East aims to strengthen its communications approach across a broad international network while maintaining the brand’s identity and adapting its storytelling to the cultural context of individual markets.
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