M+C Saatchi Sport & Entertainment Middle East has expanded its senior leadership team with two key hires. The agency has appointed Danielle McEwan as Marketing Director and Victor Sharp as Social Media Director. The move comes as the firm accelerates its regional growth strategy.
Focus on Integrated Marketing and Cultural Storytelling
These appointments highlight the agency’s intent to sharpen its capabilities across sport, entertainment and culture. As competition intensifies, brands are demanding sharper storytelling and measurable impact. Therefore, the agency is investing in senior talent to meet this shift.
Danielle McEwan to Lead Strategic Marketing Mandate
Danielle McEwan joins from Wasserman with over 16 years of experience across the UAE, GCC and the UK. She brings strong expertise in brand strategy, partnerships and integrated campaign delivery.
Over the years, she has led high-impact campaigns for major regional institutions and brands. These include the Middle East International Film Festival, Mubadala, Abu Dhabi Media Company, Modon, EGA, Audi and BMW.
Moreover, she has developed a reputation for translating business goals into clear, audience-focused platforms. This skill aligns with the agency’s push to deliver outcome-driven marketing.
Victor Sharp to Drive Social and Cultural Engagement
Victor Sharp joins after seven years at adidas, where he worked across Europe and the Middle East. He specialises in social media strategy and cultural communications.
Importantly, Sharp has built and led centralised social and PR networks across multiple regions. As a result, he brings strong operational experience in scaling brand narratives across markets.
Leadership Commentary Signals Growth Ambition
Lloyd McMillan, Managing Director, said the hires reflect the agency’s evolving direction. He emphasised that both leaders bring the experience required to deliver high-quality outcomes for clients.
He noted that McEwan combines strategic marketing depth with experiential expertise. Meanwhile, he highlighted Sharp’s ability to operate at speed across markets and drive cultural relevance.
Regional Momentum Attracts Top Talent
McEwan pointed to the UAE and GCC as key growth markets shaping her career. She highlighted the rapid expansion across sport, entertainment and brand-building sectors. Consequently, she expressed enthusiasm about contributing to the agency’s next phase.
Similarly, Sharp described the move as a natural progression. He stressed that social media remains central to how culture evolves. Therefore, he aims to strengthen the agency’s ability to lead conversations in real time.
Strengthening Regional Delivery Capabilities
Overall, the appointments underline the agency’s commitment to building a high-performance leadership team. As client expectations evolve, agencies must deliver sharper strategy and faster execution. M+C Saatchi appears to be positioning itself accordingly in the Middle East market.
