Mercedes-Benz Cars Middle East has appointed Ruder Finn Atteline as its regional communications partner across 106 markets, following a competitive multi-agency pitch. The appointment reflects the luxury automaker’s expanding communications mandate and its focus on strengthening brand engagement across diverse international markets.
Operating from its regional hub in the UAE, Ruder Finn Atteline, the Middle East and North Africa (MENA) arm of Ruder Finn, will oversee integrated communications, brand partnerships and regional activations in alignment with Mercedes-Benz’s global communications strategy.
The partnership will also leverage Ruder Finn’s RF Tech Lab to deliver audience intelligence and insights into how consumers discover and interact with Mercedes-Benz across search and AI-enabled platforms. These findings will help shape data-driven communications strategies tailored to the markets covered by the mandate.
Sophie Simpson, Managing Director of Ruder Finn Atteline, MENA, said: “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 the appointment comes at a time when the company is broadening its communications scope beyond the Middle East to include wider General Distributor regions across MEA, SEA, ECA and LATAM.
“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,” Al-Fakhri said.
“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.”
Headquartered in Riyadh and Dubai, Ruder Finn Atteline offers a range of services spanning public relations, reputation management, brand positioning, content and digital communications. The appointment further expands the agency’s regional remit, bringing its communications expertise and data-led capabilities to Mercedes-Benz Cars Middle East’s broader market network.
