From Independence To Integration: UAE-Based Chain Reaction Acquired By Global Ad Giant Publicis Groupe

When Saif Jarad founded Chain Reaction in the UAE 15 years ago, his vision was clear: to build a digital agency rooted in regional insight and capable of standing shoulder to shoulder with the world’s best. Today, Jarad, as CEO of Chain Reaction, can proudly claim to have realized that ambition—not only has his company ended up becoming one of the Middle East’s most respected independent agencies, it was also acquired this September by the regional arm of global ad giant Publicis Groupe.

For Jarad, this milestone represents less of an ending and more of an evolution—a natural next step for the future he saw for his fully integrated digital agency. “It’s been an incredible 15-year ride as an independent; building one of the most respected agencies in the region from the ground up, navigating shifts in technology, media, and talent,” Jarad tells Inc. Arabia. “I’ve personally grown not just as an entrepreneur, but as a leader, learning how to adapt, inspire, and scale with purpose. But at a certain point, you realize that achieving the growth we are after means thinking beyond independence. It became obvious to us that we must think bigger—our clients are becoming more international, demanding deeper data capabilities, stronger tech infrastructure, and global presence—all while maintaining the agility and culture that made us who we are. Publicis Groupe brings that scale and sophistication, while empowering us to keep the entrepreneurial soul of Chain Reaction intact.”

That alignment of outlook is clear in how Bassel Kakish, CEO of Publicis Groupe Middle East and Turkey, describes the acquisition, noting that it strengthens the company’s “Power of One” model, which seamlessly integrates creative, media, and technology to meet the evolving needs of clients with greater efficiency and scale. “Chain Reaction brought three things that are critical for where the MENA market is heading: deep performance expertise, agility in scaled execution, and a strong regional-first mindset,” Kakish says. “With more than 190 digital experts across performance marketing, content, and experience design, this acquisition significantly expands our talent pool and strengthens the capabilities that drive measurable growth and real business impact for our clients. Their team knows how to deliver results. They’ve proven it across categories and markets. For us, this acquisition wasn’t about scale alone; it was about timing. The region is entering a new phase where clients are demanding integrated, outcome-driven solutions. Chain Reaction strengthens our ‘Power of One’ model, and complements our connected media vision, helping us deliver even greater value to clients through more unified, performance-led thinking.”

Bassel Kakish, CEO of Publicis Groupe Middle East and Turkey. Image courtesy Publicis Groupe. 

Jarad also highlights the broader impact that Chain Reaction’s acquisition by Publicis Groupe could have on the region’s marketing ecosystem. “The region has incredible creative energy and talent that can compete on the global stage, but it often suffers from fragmentation: between media and creative, between performance and brand, between local insight and global technology,” he points out. “This partnership bridges those gaps. It allows us to combine the speed, cultural depth, performance drive, and client intimacy of a regional agency with the power of one of the world’s most advanced data and tech ecosystems. For local and regional clients, that means sharper strategies, integrated storytelling, and performance that’s measurable across every channel. For the region, it’s a big proof that a local homegrown agency can play, and even lead, on the global stage.”

Publicis Groupe’s Kakish, on the other hand, views this moment as part of a larger shift in the region’s marketing landscape. “What’s exciting is how quickly the region is evolving, and how client expectations are changing with it,” Kakish shares. “The next disruption is already taking shape with retail media. Every brand, every client, is starting to take activation into their own hands, and that’s transforming how media, commerce, and creativity connect. At the same time, generative artificial intelligence is adding a new layer to the performance ecosystem. It’s helping us move closer to what this industry has been promising for years, hyper-personalization at scale, but now achievable in a sustainable and measurable way. That’s where the real shift is happening, and we’re positioning ourselves right at the center of it.”

Meanwhile, as Jarad looks ahead to Chain Reaction’s future under the Publicis Groupe umbrella, he’s also happy to share what he’s learned with entrepreneurs looking to follow his lead and use acquisitions as pathways to further growth for their businesses. “Think like a founder, but act like a CEO,” Jarad says. “An acquisition doesn’t have to be your finish line; it can also be your acceleration point. The key is alignment: shared values, complementary strengths, and a clear path forward for your people. My advice? Don’t do it just for the deal. As a solo entrepreneur, I’m used to doing things solo. But leadership is also about knowing when collaboration is the smarter path. The right deal should feel like a step forward for your team, your clients, and your purpose—not just your bottom line. At that point, it’s really not an exit; it’s evolution.”

This article first appeared in the November 2025 issue of Inc. Arabia magazine. To read the full issue online, click here.

Pictured in the lead image is Chain Reaction founder and CEO Saif Jarad. Image courtesy Chain Reaction.