ICOM, the global network of independent marketing and communications agencies, proudly announces the addition of sweetwater, an award-winning brand experience agency based in
Dubai, to its growing community of members.
Co-led by Steven Hetzer, CEO & Founder, and Usman Saleemi, Executive Creative Director & Partner, sweetwater is recognized for crafting high-impact experiences for global brands like L’Oréal, adidas, Google, Genesis, and Mashreq Bank. With headquarters in Dubai and key operations in Saudi Arabia, Pakistan, and Qatar, sweetwater brings an invaluable regional footprint across the Middle East.
“The Middle East is one of the fastest-growing marketing and business regions in the world, and sweetwater’s presence in this dynamic landscape is a strategic win for our network,” said Hazem Hussein, ICOM’s MENA Regional Director, and Chairman and CEO of member agency Advantage Marketing & Advertising in Egypt. “Their creative excellence in experiential and integrated marketing and deep understanding of the Gulf Cooperation Council markets give our members and clients a strong competitive edge.”
The Middle East's marketing and advertising agency market is experiencing significant growth, positioning the region as an increasingly vital hub for global marketing innovation. Dubai's strategic location connecting Europe, Asia, and Africa makes sweetwater’s integration into ICOM a timely and valuable expansion of the network’s global capabilities. As marketing demand grows across the Middle East, sweetwater brings regional insight and creative strength that will benefit ICOM members and their clients looking to engage with this thriving market.
“As a proudly independent agency that’s grown from a local success story to then expand across the Middle East and South Asia, sweetwater has long sought a more global partnership that truly aligns with our vision and values, giving us international reach without compromising on what makes independents the most valuable agencies in a shifting marketing ecosystem.
From our first conversations with ICOM’s leadership and member agencies, it was clear—we had found our people,” said Steven Hetzer, CEO of sweetwater. “As a homegrown agency, we
embody the energy and ambition of the fast-evolving Middle East. Our deep regional insight allows us to deliver bold, culturally resonant, and results-driven campaigns. We’re excited to support ICOM agencies and their clients in making a meaningful impact across one of the world’s most dynamic markets.”
The partnership was marked by immediate synergy between ICOM and sweetwater. “From the first conversation, it was clear our values and ambitions were aligned,” added Emma Keenan, ICOM President and CEO. “Sweetwater brings regional insight, creativity as well as a collaborative spirit that embodies everything ICOM stands for.”
Sweetwater’s portfolio spans industries from fashion and beauty to automotive, tech, and finance, reinforcing ICOM’s promise to clients: access to diverse local expertise backed by global knowledge.
About ICOM
ICOM is the global network of independent advertising and marketing communication agencies, connecting more than 70 agencies across 50 countries. ICOM's mission is to create opportunities for growth by fostering collaboration, innovation, and shared expertise among its members. Together, ICOM agencies deliver world-class creative and strategic solutions while maintaining their independence, contributing to a dynamic network that celebrates diversity, adaptability, and excellence.
About sweetwater
Sweetwater is a leading independent creative agency specialising in brand experience, omni-channel strategy, experiential and events, advertising and content, operations, and production. With key offices in Dubai and Saudi Arabia, and a presence across Pakistan, Qatar, and the MENA region, the agency partners with global brands like adidas, L’Oreal, Genesis, Netflix, Mashreq Bank, and MDL Beast. Recognised with over 40 local and global awards, including Cannes Lions, D&AD, and Dubai Lynx, sweetwater MEA is redefining creativity and storytelling in the region.
For More Information:
Emma Keenan, ICOM President & CEO
emma@icomagencies.com | +33 6 63 48 01 37
Fanny Miriel, ICOM Communications
comms@icomagencies.com | +356-99-78-56-71