Martin Sorrell’s Monks moves Mideast headquarters from Dubai to Riyadh

RIYADH: British advertising tycoon Martin Sorrell’s Monks has announced the relocation of its Middle East headquarters from Dubai to Riyadh.

As part of S4 Capital, Monks aims to capitalise on the burgeoning opportunities presented by Saudi Arabia’s economic transformation initiatives, particularly its focus on creating diverse industries that can foster non-oil growth.

The strategic decision not only underscores Monks’ confidence in the kingdom’s future but also reflects broader trends influencing the regional business environment.

Omar Abou-Ezzeddine, the regional managing director for the Middle East and Africa, told Bloomberg “Relocating our headquarters to the Kingdom of Saudi Arabia is a strategic decision that reflects our confidence in the kingdom’s future as a centre for innovation and business in the region.”

The affirmation highlights Monks’ commitment to engaging with local businesses, start-ups, educational institutions, and the ambitious mega-projects that are part of Saudi Arabia’s Vision 2030 agenda.

A notable departure

The decision to establish a footprint in Riyadh is also strategically timed in light of new regulations from the Saudi government, which compellingly stipulate that companies must set up their regional headquarters within the kingdom to be eligible for government contracts.

This shift marks a notable departure from the traditional dominance of Dubai as the preferred base for multinational corporations operating in the Middle East.

Traditionally known for its business-friendly environment and robust infrastructure, Dubai has been a regional nexus for many companies.

However, Saudi Arabia’s recent reforms and the establishment of approximately 500 regional headquarters licenses signal a paradigm shift aimed at attracting foreign talent and investment. The government’s progressive approach is designed to create a more conducive environment for business and encourage foreign firms to integrate more deeply into the local economy.

New growth opportunities

While Monks stands out as one of the few firms to explicitly declare its relocation to Riyadh, many other companies have adopted a more cautious stance, remaining ambiguous about the implications of their presence in Saudi Arabia vis-à-vis their existing bases in Dubai.

The hesitance likely stems from concerns about the logistics of relocating high-level executives and the operational complexities of establishing new regional offices. Nevertheless, the momentum behind Saudi Arabia’s business vision is increasingly difficult to ignore.

Monks’ new headquarters will directly engage with the kingdom’s significant giga-projects—massive, transformative undertakings aimed at economic diversification and urban development.

By working closely with local businesses and innovators, Monks not only positions itself to leverage new growth opportunities but also contributes to the kingdom’s overarching goal of fostering a vibrant business landscape that supports sustainable economic development.