In today’s Digest, we look at MENA becoming the fastest-growing advertising market, Whalar joining Accenture in an acquisition deal, and VCCP unveiling a new retail media offering alongside an ECD appointment.

MENA becomes fastest-growing ad market

The Middle East and North Africa (MENA) digital advertising market grew 17.8% year-on-year to reach USD$8.19bn (£6.47bn) in 2025, according to the latest report from IAB MENA. The region was the fastest-growing digital advertising market globally and remained among the top five advertising markets in EMEA by spend. Egypt recorded the strongest growth in the region, with digital ad investment rising 23.1% year-on-year.

The report highlights MENA’s continued status as a social-first market, with social advertising increasing 19.3%, while social video spending surged 23.6%. Video also remained a key growth driver beyond social platforms, with Connected TV (CTV) ad spend rising 31%, significantly outpacing overall market growth. 

Nisrine Ghazal, chair of the IAB MENA Board and Chief Digital Officer at Rotana Media Services, said the findings demonstrate the continued shift of audiences, content consumption and advertising budgets toward digital channels.

Accenture acquires Whalar 

Accenture has agreed to acquire creator and social agency Whalar from Whalar Group, strengthening the creator and influencer marketing capabilities of Accenture Song. The deal reflects the growing importance of the creator economy, with social platforms increasingly shaping brand discovery, consumer engagement and commerce. 

Whalar Group will continue operating independently under founders Neil Waller and James Street, while entering a three-year strategic partnership with Accenture Song focused on creator economy innovation. Financial terms of the transaction were not disclosed.

VCCP launches retail media offering 

VCCP has expanded its Retail and Experience division, transforming it from a specialist retail unit into a broader commerce and activation offering designed to connect brand building with purchase. The enhanced proposition brings the division closer to VCCP Media, combining retail expertise with proprietary technology and data capabilities to deliver more targeted creative across commerce and in-store environments. The new commerce system is already being adopted by clients including De’Longhi Group.