Dubai, UAE – 20th April 2026 — M+C Saatchi Sport & Entertainment Middle East has further strengthened its senior leadership team with the appointment of Danielle McEwan as Marketing Director and Victor Sharp as Social Media Director. The hires reflect the agency’s ambition to deepen its capabilities across sport, entertainment and culture as it builds on a period of significant regional growth.

McEwan joins from Wasserman bringing more than 16 years of experience across the UAE, wider GCC and UK. A strategist with genuine regional roots, she has built her career across brand development, partnerships and integrated campaign delivery, with particular depth in experiential and live communications. Her ability to translate business objectives into strategically clear, audience-facing platforms has seen her deliver high-profile work for some of the region’s most prominent brands and institutions, including the Middle East International Film Festival, Mubadala, Abu Dhabi Media Company, Modon, EGA, Audi and BMW. 

McEwan’s appointment is a move that reflects the agency’s ambition to further elevate its strategic marketing offering for clients.

Sharp brings seven years of experience at adidas working at the intersection of sport, culture and brand storytelling across Europe and the Middle East. A specialist in social and cultural communications, he has built a track record of overseeing strategic operations – most notably building and leading a centralised social and PR network spanning several regions.

“Danielle and Victor bring exactly the kind of experience and calibre that our clients and our business demand,” said Lloyd McMillan, Managing Director, M+C Saatchi Sport & Entertainment Middle East. “Danielle’s combination of senior strategic marketing capability and deep experiential grounding means she knows how to convert business objectives into audience-facing platforms that actually land. 

“Victor has operated at the highest level of brand storytelling in sport and culture, and his ability to work across markets and at pace is a real asset. Both appointments reflect where we’re headed as an agency and the quality of offering we’re building for the region.”

McEwan said: “The UAE and wider GCC have shaped so much of my career, and it’s a region I care deeply about. I’ve seen first-hand the momentum building across sport, entertainment, culture and brand building, and the pace of growth here is remarkable. I’m delighted to be joining M+C Saatchi Sport & Entertainment Middle East and look forward to creating work that reflects the energy and opportunity defining this region.”

Sharp added: “Joining M+C Saatchi Sport & Entertainment Middle East feels like a natural and meaningful next step. I’ve spent seven years working at the intersection of sport, culture and brand storytelling, and what this team has built here in the region is exactly the kind of work I want to be part of. Social media is where culture moves fastest, and I’m excited to help push that even further.”

Both appointments underline the agency’s commitment to assembling a leadership team capable of delivering at the highest level for clients across the region and beyond.