February 2026, UAE – StickyGinger has kicked off 2026 with a series of significant retained and project account wins across PR and Social Media, including new and expanded partnerships with Marks & Spencer Middle East, Watsons GCC, and BRED Abu Dhabi. 

Leading the momentum is a flagship integrated win with Marks & Spencer Middle East. Following the successful delivery of PR support across the region in 2025, StickyGinger has now been appointed as the brand’s retained Social Media agency for the GCC. The expanded remit marks a significant evolution of the partnership and reinforces StickyGinger’s position as a fully integrated agency delivering connected, channel-agnostic brand storytelling.

“Our partnership with M&S is built on mutual trust and a shared ambition for excellence – growing its presence in the Middle East in a way that truly resonates with the people here while staying true to the iconic brand identity,” says Shay Thomas, PR Account Director. “Our expanded role is a testament to the brilliant, collaborative work of both teams. It’s a privilege to now shape their social narrative in the region, ensuring its seamlessly connected to every other part of their story.”

Adding to the Al-Futtaim Group portfolio, StickyGinger has also been appointed as the social media partner for Watsons GCC following a rigorous pitch process. The beauty and skincare retailer will now work with StickyGinger to elevate its digital presence, supported by the agency’s newly appointed Social Media Account Director, Lucy Swales. Swales brings a wealth of experience in social media strategy, data interpretation, insights, and social storytelling, along with a keen understanding of how to create impact and build engaged online communities in an ever-shifting digital landscape.

Further strengthening its position in entertainment and culture, StickyGinger has also been tapped to handle PR for the fourth edition of BRED Abu Dhabi. With a proven track record of executing some of the region’s most talked about campaigns and events over the past decade, the agency will manage all communications for this April’s neo-culture event in the capital, from influencer partnerships to media activities and announcements.

“These wins reflect the growth of our PR, Social and Creative divisions and, more importantly, how seamlessly they now operate together,” says Kiera Purdue, Managing Partner. “Brands are increasingly looking for integrated partners who can think long-term, move fluidly across channels and deliver world-class work without silos. That is exactly how StickyGinger is built, and we’re proud to be trusted by iconic brands to help shape their next chapter.”

The new appointments join an already strong client roster and signal StickyGinger’s most ambitious year to date, as the agency continues to scale its integrated offering and deliver work that drives relevance, impact and lasting brand value.