Tom Otton on the journey with Create Group and its acquisition by Stagwell

In the Gulf professional services scene, few stories resonate as powerfully as that of Create Group, a Dubai-based firm that grew from a one-man operation to a regional powerhouse. Now, with its recent acquisition by Stagwell, one of the fastest-growing global marketing networks, Create Group is poised to take its expertise to the world stage.

Consultancy Middle East sat down with Tom Otton, Founder and CEO of Create Group, to discuss the journey from grassroots beginnings to becoming part of a global network, and what this milestone means for the future of the firm.

Let’s start at the beginning. What was it like starting Create Group 15 years ago?

It’s hard to believe it’s been 15 years. When I started, it was just me, a desk, and a handful of clients. I remember one of my first clients was a small clinic in Dubai. I was running basic Facebook ads for them, earning just enough to get by. I was essentially creating a job for myself.

Fast forward to today, and we’re talking about government contracts, global partnerships, cutting-edge technology, and a team of over 160 incredible people that I get to work with each day. It’s been a wild ride.

What were some of the biggest challenges you faced growing the agency?

Initially survival and finding our niche. At first I tried to be too many things to too many types of clients, the reality was that we were playing an average game. Watching the market slowly move into digital in the early 2010’s, it was clear to me that this was where our future was going to be. I stopped working with our biggest client at the time in order to reposition the agency, that was tough, but things worked out.

More recently, the biggest challenge has been competing with the giants of our industry. We are the underdogs, going up against billion-dollar networks with limited investments in technology, and no global footprint. That’s what has made us scrappy and resilient, and we found ways to turn this into our superpower, like moving fast and being agile, something our competitors struggle to do.

How did the acquisition by Stagwell come about?

We knew what we needed to unlock the next stage of our growth... Our clients had been becoming more global, and we realised that we were continually going toe to toe with the big networks, it was time to look for the right partner to ensure we remained competitive.

Code and Theory and Stagwell were at the top of our list from the beginning. They’re a challenger brand themselves, with a culture that aligns perfectly with ours. They’re not just another traditional network; they’re entrepreneurial, innovative, and digital-first and have been doing some incredible work globally as they’ve scaled their business.

The process was intense – months of due diligence, contract reviews, and negotiations. But it was worth it; Stagwell’s Code and Theory Network, with its unique blend of 50% creatives and 50% engineers, was the perfect fit for us.

What does this acquisition mean for Create Group and its clients?

This is just the beginning. For our clients, it means access to a global network of talent, technology, and insights. We’ve always had the ambition to deliver world-class work, but now we have the firepower to do it on a global scale.

For our team, it’s an incredible opportunity to grow and develop. They’ve taken a chance on us, and now we’re able to plug them into an ecosystem where they can thrive. We’re not just part of a network; we’re part of a movement that’s redefining what’s possible in marketing.

What’s next for Create Group under Stagwell?

We’re going to keep doing what we’ve always done – reinventing ourselves and pushing boundaries. But now, we’ll have the support of a global network to take our work to the next level. We’ll be able to tap into Stagwell’s 80 agencies, including some of the most creative and effective teams in the world [Stagwell is also the parent of government consultancy Consulum].

The Middle East is a region of huge ambition, and we’re at the epicenter of it. With Stagwell’s backing, we’re ideally positioned to help deliver on the region’s most ambitious projects.

Any advice for entrepreneurs looking to build and scale their businesses?

Trust your gut and surround yourself with the right people. Growth is messy, and you’ll face challenges, but if you have a strong team and a clear vision, you can overcome anything.

Also, if you’re thinking about going through a process like this, get ahead of it early. Build your business with structure and clarity, because when the time comes, you’ll need to be ready.

Finally, what’s the one thing you’re most proud of in this journey?

The team. We’ve had so many incredible people come through this agency over the years, and they’ve all played a part in getting us here. I’m proud of the culture we’ve built, the work we’ve delivered, and the relationships we’ve nurtured with our clients. This isn’t the end; it’s just the beginning of the next chapter.