Traffic Digital acquires leading innovation brand TribalScale Middle East and Africa (MEA)

Traffic Digital acquires leading innovation brand TribalScale Middle East and Africa (MEA), to create the region’s largest independent digital consultancy 

Dubai, 11th November 2019, Traffic Digital, one of the region’s fastest growing digital consultancies continue to disrupt the landscape with news of their acquisition of TribalScale’s MENA operations.

The move solidifies the group’s position as game changers in the digital marketing, technology, innovation and software engineering fields in the Middle East. The acquisition will see Traffic Digital and TribalScale partner together to serve clients throughout the region.


TribalScale has redefined the digital conversation with their innovative approach and offerings around technology, design and collaboration, by helping enterprises to adapt and thrive in the digital era.


Founded four years ago in Toronto, TribalScale expanded into the MENA region in 2017 to collaborate with organizations who wish to adopt bleeding-edge methods for product delivery and agile transformation. The regional office based in Dubai employs teams of innovation specialists who design and develop a raft of digital solutions including emerging technologies such as Voice Technology, Internet of Things and Over The Top content services. TribalScale thrive in transforming their clients into digital-first companies through teaching and collaborative development and they have seen exponential growth since their arrival in the Middle East market.


Traffic Digital are a full-service digital MarTech consultancy that launched in Dubai in 2009. They have expanded aggressively over the last ten years and now boast clients and offices across the region, including in Abu Dhabi, Saudi Arabia, Egypt and Pakistan. They are the leading provider of digital marketing and front-end digital technology in the Middle East and Africa, with an experienced team of technologists and marketers working with governments as well as blue-chip brands including PepsiCo, Unilever, UNICEF, GEMS Education and Honda.


“The Traffic Group’s acquisition of TribalScale is hugely exciting,” says Dominic Gothard, Managing Partner and Group CEO of The Traffic Group. “It not only consolidates our position as the largest independent digital group in the region, with over 125 full-time consultants, it also adds tremendous scope to our product and service offerings and capabilities.


Dominic adds, “The market landscape is changing and we have evolved with the needs of the organisations we serve. Our clients are committed to compete and differentiate themselves in this age of digital disruption and with the acquisition of TribalScale MEA, we are able to help them drive their transformation agenda through world-class product and engineering teams. It enhances the services that we can offer to our clients who are increasingly looking for connected solutions across technology, content, product development and creative services.”

Fraser Matthews, Managing Director for TribalScale Middle East & North Africa, adds: “We are very excited to join the Traffic Group and be part of the largest collective of digital consultants and practitioners in the MENA region. TribalScale is a leading global product and software engineering company whose mission is to collaborate with others and create tailored digital solutions. Having TribalScale MEA be part of The Traffic Group means we can take the nature of collaboration even further, expand our footprint and provide innovative and unique results for our MENA clients.”


Sheetal Jaitly, Chief Executive Officer for TribalScale adds “We are thrilled to be bringing on a new partner to drive TribalScale’s expansion and to continue to build on the success that we have achieved since laying our roots here in 2017. We have already worked with leading companies in this region, including the largest airline and telecommunications companies, and I know that Traffic Digital will only build on this success and make a huge impact on this market. It is also our collective intention is to drive more TribalScale presence in markets like Saudi Arabia, Egypt and the rest of the GCC, and I couldn’t think of a better partner to have with us to lead this mission.

The acquisition will see both companies co-locate in Traffic Digital’s headquarters in JLT, Dubai.


About Traffic Digital:

Traffic Digital is the largest independent full-service digital agency headquartered in the UAE, with offices across the GCC, Egypt and Pakistan, providing innovative and award-winning end-to-end digital marketing communication and technology solutions. Through their leading experts and global partnerships, they create connections that relieve the tension in the space between creativity, communication and technology to deliver business driven solutions resulting in a multinational client list including PepsiCo, Unilever, UNICEF, GEMS Education and Honda.


About TribalScale:

TribalScale is a global innovation partner that helps enterprises adapt and thrive in the digital era. They do this by transforming teams and processes, building best-in-class digital products, and co-creating disruptive startups. Their industry-agnostic product managers, designers, engineers, quality assurance engineers, and subject matter experts create digital solutions across web, mobile, and emerging technologies. They help organizations leverage technology so they can deliver an unparalleled and tailored user experience. TribalScale partners with large enterprises to teach them the practices and approaches needed to release digital products to market that satisfy their consumers.


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s