- A new partnership brings together more than 30 years of regional business expertise and international creative capabilities, establishing R2’s presence in Dubai while leveraging TTE’s extensive business network, deep market knowledge and proven ability to unlock growth opportunities across the Middle East.
United Arab Emirates – October 27, 2026 – Building on more than three decades of experience in the Middle East, TTE supports companies across market entry, business development, corporate services, compliance and talent. Today, TTE is expanding its offering with a fifth business unit dedicated to Digital Marketing & Branding.
The UAE continues to strengthen its position as an international business hub, attracting companies, investors and entrepreneurs looking to develop opportunities across the Middle East. In this environment, companies seeking to grow in the region face a broader challenge: combining market understanding and local networks with a positioning that is relevant to regional customers and partners.
To support this expansion, TTE announced a partnership with French creative agency R2 in Dubai, in the presence of the Consul General of France in Dubai and the Northern Emirates HE. Jean Christophe Paris. The partnership also marks R2’s establishment in Dubai and its development across the Middle East through TTE’s regional operations and networks.
A JOINT OFFERING: REGIONAL INTELLIGENCE MEETS GLOBAL CREATIVITY
More than a combination of services, this partnership introduces a new approach to brand and business growth in the Middle East, connecting commercial strategy, cultural intelligence and creative excellence.
Together, TTE and R2 will support businesses across the full journey from commercial ambition to market-facing brand expression: positioning, corporate identity, communications strategy, advertising, content, digital platforms and social media. The offering is designed for regional companies looking to strengthen their brands, international companies entering new markets and established businesses seeking renewed relevance.
The proposition combines local business understanding with creative execution across markets. TTE contributes its knowledge of the United Arab Emirates, Saudi Arabia, Egypt and the wider region; R2 contributes multidisciplinary teams and experience delivering brand and digital work internationally.
R2 EXPANDS INTO THE MIDDLE EAST THROUGH A TRUSTED REGIONAL PARTNER
International ambition has always been part of R2’s DNA. With a track record of developing creative, strategic and digital projects for global brands across multiple countries, the agency has built its reputation on combining bold thinking, storytelling and execution at an international scale. The Middle East represents a natural next step in this journey, with TTE providing the regional expertise and trusted relationships to accelerate R2’s development.
Richard Rohou, CEO of R2, said:
“We have always believed that great creative work should travel, but entering a new market requires more than exporting ideas. It requires trust, local understanding and the right people on the ground.”
“This partnership is a genuine two-way commitment. TTE gives R2 a platform to develop in Dubai and, through its regional presence, in Saudi Arabia and Egypt. In return, we bring the strategic and creative expertise that helps companies turn business ambition into strong, distinctive brands.”
“Our shared goal is to build a long-term offering that creates new opportunities for both our businesses and, above all, delivers real value to the clients we serve.”
TTE UNVEILS A NEW IDENTITY AND EXPANDS INTO BRANDING & DIGITAL MARKETING: IT’S TIME TO EXPAND
For TTE, the partnership is part of a broader evolution to accelarate growth of its local, regional and international clients: a fifth business unit, alongside Project Management & Growth (ENGAGE), Corporate Services (ESTABLISH), Accounting & Compliance (OPERATE) and People & Talent (BUILD).
Through the new division, clients gain access to R2’s brand, creative and digital expertise within a relationship supported by TTE’s regional knowledge.
Jean-Pierre Labry, Partner at TTE, said:
“For three decades, we have accelerated the growth of local, regional and international companies in the Middle East and we have many business successes in our portofolio. TTE is recognized as a strong, reliable partner by public institutions. Today, the next stage of that journey involves how businesses position themselves, tell their stories and connect with audiences. Joining forces with R2is about building a new offering together. We bring regional access and business understanding; R2 brings international creative expertise. That combination gives our clients a stronger platform for growth and creates new opportunities for both partners.”
A LONG-TERM PARTNERSHIP BUILT ON COMPLEMENTARY STRENGTHS
Hassan Al Redha, Founder and Partner at TTE, said:
“Our business has always been built on long-term relationships and a deep understanding of the region. This partnership strengthens what we can offer clients at every stage of their development. We see this new business unit as an important extension of our capabilities.”
With established operations in Dubai, Riyadh and Cairo, TTE provides regional reach and continuity. R2 adds capabilities in brand positioning, advertising, content production, social media and digital experiences. The partnership is designed to connect these strengths in a practical, integrated offer for clients.
BUILDING BRANDS FOR A DIGITAL AND AI-DRIVEN MARKET
Digital platforms, search and Artificial Intelligence (AI) reshape how companies are found and evaluated; brand clarity and consistent communication are increasingly important. TTE & R2 will work together to help clients strengthen their visibility, credibility and differentiation across physical and digital touchpoints.
Rami Khalifa, Regional Director of TTE, said:
“Our clients need more than individual services. They need connected thinking that brings business priorities, brand positioning and digital visibility together. Through our collaboration with R2, we can respond to that need with both local market understanding and international creative capabilities.”
TWO COMPANIES. ONE SHARED AMBITION
The announcement represents two parallel developments: TTE’s evolution into a broader growth partner with a refreshed identity and five complementary divisions, and R2’s expansion into the Middle East through a trusted regional relationship. Together, the companies aim to create a distinctive, integrated offering for brands and businesses looking to grow across the region.
TTE × R2 — LOCAL INTELLIGENCE. GLOBAL CREATIVITY
ABOUT TTE TTE is a Middle East-based business advisory and growth partner with more than 30 years of regional experience and operations in Dubai, Riyadh and Cairo. Its five business units (ENGAGE, ESTABLISH, OPERATE, BUILD and LAUNCH) support businesses across market entry, operations, talent, growth, branding and digital marketing.
ABOUT R2 R2 is an independent, award-winning European strategy, creative and digital agency with an international footprint. Combining strategic thinking, storytelling and production capabilities, R2 partners with leading brands to develop distinctive brand platforms, campaigns, content and digital experiences across markets. Recognised as Brand Content Agency of the Year in France in 2024 and 2018, and Digital Agency of the Year in 2023, R2 continues its international expansion through its strategic partnership with TTE in the Middle East.
