When innovation meets impact, you get Fusion5. For this month's Member Spotlight interview, we head over to the Middle East to explore how Fusion5’s diverse team is turning ambition into action!

Describe your agency! How do you support your clients? 

We are an Agile ROI Media Agency, dedicated to crafting strategies and campaigns that deliver tangible and measurable returns on investment. With agility at the core of our DNA, we laser-focus on data analytics, innovative technology, and a relentless pursuit of optimization. Our commitment is clear; when you choose Fusion5, you're choosing a path to success where performance, innovation, profitability, and your bottom line are our top priorities. Our drive towards innovative horizons has been recognized by the Campaign ME Agency of the Year Awards body who awarded us with the Independent Media Agency of the Year for 2024, as well as the MENA Digital Awards 2023-2024 where we secured 8 trophies on the night, leading to the coveted MDA Agency of the Year win.

Tell us about one of your favourite projects!

Our Global execution for Lotus Cars, whereby we were tasked with launching the Emira & Eletre across 14 countries in the competitive MENA & APAC automotive markets. The challenge was to differentiate the brand, appeal to diverse audiences, and drive awareness, consideration, and lead generation in a crowded landscape, and the ambition was to claim unique positioning in a crowded space amongst global premium players by maintaining their Britishness. The insight was that Lotus Cars’ positioning had shifted from a niche sports brand to a global Luxury brand, so the appeal needed to shift to an expanded audience set still targeting Sports Cars Enthusiasts, but also Tech & Luxury enthusiasts and EV In-Market audiences.

Our solution was to look for The Drivers of Tomorrow or ‘Conscious Connoisseurs’, an identity not defined by demographics but shared mindsets that drive them to think, feel & do everything in life. Understanding these Mindsets enabled us to determine how to drive deep engagement and deliver meaningful brand experiences for our customers. We executed 14 markets across APAC and MENA by engaging through awareness and performance media, measuring the impact of advertising through brand lift studies, attention studies, and uplift in test drives and engagement on the website. The results were a 30% decrease in Cost-per-Reach, and a 27% decrease in CPA through Marketing Mix Modelling. Also, and in conjunction with the sustainable element of the brand, the campaign scored 20% less Emissions through the Scope3 environmental impact score.

View more of Fusion5's award winning work . 

What are the top reasons why indie agencies should contact you? 

With 11 years of operations under our belt, driven by a Leadership team with a combined 50+ years of experience, our expertise and knowledge of the MENA market remains at the top of the industry. We have also built robust partnerships with our media partners that allow us to roll-out campaigns in the most strategic and efficient manner. Our award wins are a testament to the trust and expertise we integrate into our work and our client relationships.

Tell us a fun fact about your agency!

Our agency is true reflection of the diversity of the UAE, as our team is made up of 12 nationalities all under one roof!