Dmenta

What Dmenta does

Dmenta is a Dubai-headquartered creative services agency that produces film advertisements, 360-degree campaigns, and influencer marketing programs for brands targeting MENA audiences. Founded in 2012 by Shady Essam, the firm operates offices in Dubai, Cairo, and Riyadh, and maintains a curated network of 500+ influencers across the region. Its service offering spans creative marketing strategy, social influence (influencer marketing), creative advertising and production, talent management, website development, UI/UX design, 3D animation, and package design, delivered as an integrated suite rather than modular products. Marquee clients include Disneyland Paris, Noon, Carrefour, Max Fashion, Panasonic, Adidas, Namshi, Chalhoub Group, Landmark Group, and OSN+.

The company is a project-based professional services firm with no disclosed proprietary technology platform, AI/ML capabilities, app products, or published pricing. Revenue is generated through campaign and project fees tied to scope, production requirements, and influencer engagement complexity. GTM is sales-led, relying on direct enterprise engagement, portfolio case studies, and MENA-region industry presence to acquire and retain clients. In January 2021, Dmenta was acquired by UAE-based adtech and consumer intelligence platform ArabyAds, and continues to operate as a subsidiary under the ArabyAds group, with Shady Essam remaining CEO.

Name

Dmenta

Legal name

Dmenta

Website

https://dmenta.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Dmenta is a Dubai-headquartered creative services agency producing film ads, 360-degree campaigns, and influencer marketing programs for enterprise brands across the MENA region, with offices in Dubai, Cairo, and Riyadh, and operating as a subsidiary of ArabyAds since 2021.

Ownership category

akta.pro rank

Product category

Creative Marketing & Advertising Services

NAICS

Direct Mail Advertising (541860), Media Representatives (541840)

SIC

Services-Advertising Agencies (7311), Services-Direct Mail Advertising Services (7331), Services-Motion Picture & Video Tape Production (7812)

akta.pro primary industry

Corporate Hospitality & VIP Services (Hosting, Protocol, Concierge) (THAHADAG)

akta.pro secondary industries

F&B Experiences & Group Dining (Restaurant Buyouts, Tastings, Catering Coordination) (THAHADAI), Venue & Special Event Site Sourcing (Unique Venues, Permitting) (THAHADAE)

Keywords

• Creative marketing services
• Influencer marketing agency
• Brand storytelling campaigns
• Film ad production
• 360 advertising campaigns

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Creative Marketing Services: Dmenta generates revenue through professional services fees charged for creative marketing campaigns, brand storytelling content production, and 360-degree advertising services. Revenue is project-based and campaign-specific, with fees determined by scope, production requirements, and influencer engagement complexity.
2. Influencer Marketing Services: The company earns fees for managing influencer selection, campaign strategy, and talent coordination for brands seeking to amplify their message to MENA audiences through social media influencers.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Dmenta is a creative marketing agency that produces film ads, 360-degree brand campaigns, and influencer-driven Social Influence programs for brands targeting MENA audiences. Services span creative strategy, cast and talent selection, location scouting, film production, influencer coordination, and supporting digital offerings such as website development, UI/UX design, 3D animation, and package design. The company is positioned as a creative hub rather than a technology platform, generating revenue through project-based professional service fees.

Product overview

Dmenta is a creative agency offering a unified suite of marketing and creative services for MENA audiences. The core offerings include Creative Marketing (brand strategy and campaign development), Social Influence (influencer marketing connecting brands with celebrities and online influencers), Creative Advertising and Production (film ads, 360 campaigns, concept development), and supporting services including Website Development, UI/UX Design, 3D Animations, and Package Design. These services are delivered as an integrated creative offering rather than as separate modular products.

Differentiator

Problem solved

Functional benefit

Products and services

• Creative Marketing
• Social Influence (Influencer Marketing)
• Creative Advertising and Film Ad Production Film ad production and 360-degree campaign creation for brand storytelling across digital and traditional channels, including concept development, cast selection, location scouting, and production execution.
• Website Development Web development services for brand digital presence and online platforms, offered as a supporting creative service.
• UI/UX Design User interface and user experience design services for digital products and brand touchpoints, offered as a supporting creative service.
• 3D Animations 3D animation production services for advertising and brand content, offered as a supporting creative service.
• Package Design Packaging design services for consumer products and brand merchandise, offered as a supporting creative service.

Quantifiable outcome

• Selected 150 influencers across UAE, KSA, and Kuwait for Noon campaign, exceeding brand expectations for engagement
• +2 more outcomes

Named customers10 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Netizency: Netizency is a Dubai-based social media and digital creative agency operating across the MENA region. It competes with Dmenta on social media marketing, content production, and influencer-led campaign execution for enterprise and consumer brands.
• Socialeyez: Socialeyez is a Dubai-headquartered influencer marketing agency serving MENA brands with end-to-end campaign management. Like Dmenta, it sources influencers, executes campaigns, and provides creative strategy for enterprise clients across the GCC.
• Kijamii: Kijamii is an Egypt-based influencer marketing and digital creative agency operating across the MENA region. It directly competes with Dmenta on the same enterprise influencer marketing brief, talent coordination, and brand storytelling services in overlapping geographies.
• Crowd (Creator Marketing Platform): Crowd is a Dubai-based influencer and creator marketing platform connecting brands with MENA social media talent. It competes head-to-head with Dmenta on influencer selection, campaign management, and performance tracking for regional and global brands.
• Plai (formerly StarArabia): Plai is a MENA-focused influencer marketing and content platform with data-driven campaign analytics. It overlaps with Dmenta on influencer selection, talent management, and brand campaign execution across the GCC and wider MENA.

Broad incumbents

• Leo Burnett MENA: Leo Burnett is a global creative network with significant MENA operations serving multinational and regional brands. It competes with Dmenta for high-profile creative and campaign work, particularly in retail and FMCG, but as part of a wider network offering.
• Publicis Groupe Middle East: Publicis operates a full-service creative, media, and digital network across the Middle East including agencies like Publicis, Saatchi & Saatchi, and Starcom. It is a broad incumbent that competes with Dmenta for enterprise creative and influencer mandates as part of a multi-agency portfolio.
• Havas Middle East: Havas runs integrated creative, media, and digital operations across the Middle East. As a broad incumbent, it offers overlapping brand storytelling, content production, and influencer services to regional and global clients.
• Ogilvy MENA: Ogilvy operates one of the largest advertising networks in the Middle East with full-service creative, media, PR, and influencer capabilities. It competes with Dmenta for enterprise creative and brand storytelling mandates but at a much broader portfolio scale.

Others

• ArabyAds: ArabyAds is the Dubai-headquartered adtech parent that acquired Dmenta in January 2021. While not a competitor, ArabyAds provides the programmatic and consumer intelligence infrastructure that Dmenta leverages, making it the most thematically connected ecosystem participant.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@dmenta
• Facebookfacebook.com/Dmentaofficial
• LinkedInlinkedin.com/company/dmenta
• Instagraminstagram.com/dmenta.official

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dmenta