Is adland’s geographical decentralization proceeding in EMEA?

In the lead-up to the discharge, closing week we took a straw ballot of company leaders’ alternatives for tomorrow’s inventive hubs within the Americas. This week, we’re casting our eye over the Europe, Middle East and Africa area.

From the explosion of virtual experience in England’s northern towns to primary conserving corporate growth in Budapest and a cultural spring in Cape Town, we requested main advert pros’ takes at the moving form of adland – as a result of the ones borders are moving as soon as once more. In a up to date episode of The Drum Podcast, two main entrepreneurs advised us how.

Karim Mroueh, head of virtual and innovation on the Munich-headquartered Serviceplan, officially ranked as the arena’s fourth-most a success company, detailed the company’s funding within the Middle East. And just a little nearer to house, Gellan Watt, chair of the Common Thread Group, defined how he constructed an award-winning British company out of doors London.

Sam Fenton-Elstone, leader govt officer, Anything is Possible: “They call Cape Town the ‘Mother City’ and it’s birthing a lot of exciting opportunities, thanks to an excellent local education sector and the city’s investment to attract major companies and create a place where skilled professionals can build great careers. When you lunch at Fyn, then cross City Bowl for a Potion at steampunk mecca Truth Coffee, or grab a desk in the co-working spaces (there’s one at the iconic Newlands cricket ground), you can see the whole city, from Durbanville in the North to Kommetjie in the Deep South has bought into that energy. New independent agencies crop up constantly, rubbing shoulders with giants like Deloitte on the waterfront and Accenture over in Woodstock. All that together, factor in the growth demographics of the African continent, and it’s easy to see why Cape Town was our first port-of-call for international expansion.”

Jean Oosthuizen, normal supervisor, The Hanging House: “There’s a misconception that tradition slows progress. Saudi Arabia is proving the complete opposite. The deeper the connection to heritage, the bolder the creative expression. In cities like Abha, Baha and Al Soudah, culture is the foundation, the bread and butter and the fuel behind a new kind of progress. This wave of creativity celebrates where it comes from while confidently carving out where it’s headed. Campaigns today carry more than just attention-grabbing ideas; they’re rooted in identity, purpose and pride, shaped by a generation fluent in both tradition and innovation. It’s one of the most exciting creative shifts we’re witnessing and it’s only gaining momentum.”

Barney Worfolk-Smith, leader expansion officer, Daivid: “I’ve been lucky enough to give a keynote at the Golden Drum Festival of Creativity [ed: no relation!]. Based in Slovenia but representing the whole of Eastern and Southeastern Europe, it was an eye-opener. I spent two days watching creative excellence from indies and outposts of the holdcos. As well as a strong sense of local identity, I found a fun and engaged set of senior and junior people, which has translated into ongoing work with Croatia, Georgia and more. Also, Slovenia is really, really cool.”

Adrienn Major, founder, Pod LDN: “Budapest, where we have a hub, is seeing an upturn in creativity, particularly as big networks such as Publicis expand their operations there. There’s a huge amount of freelance talent in Eastern European cities and a vibrant youth culture in music and the arts. Another region that is often underestimated is the Middle East, with brands investing heavily there and creativity booming on the back of creative top-tier people moving out there for the opportunities. We’re seeing some incredible, innovative ideas and campaigns from countries like the UAE and Saudi Arabia.”

Leo Ricagni, govt inventive director, Migrante: “We’ve recently expanded from LA to Milan – a city synonymous with being the cradle of sacred art and heritage design. It’s a legacy deeply influenced by the genius of Leonardo da Vinci, whose work still echoes through the city’s streets, galleries and spirit of innovation. Today, there’s an underground wave of young creative talent just waiting to be discovered, which is why we’ve chosen it as the site of our new Europe HQ’s office.”

Gareth Neville, head of industrial construction, EMEA, Kepler: “Lisbon has become a real hotspot for young creative talent. The weather’s amazing, the beaches are close, the city’s super walkable (albeit hilly) and the social scene is buzzing. There’s proper creative energy in the air. Cafes and co-working spaces feel vibey and it’s just a short hop to most major European cities when you need to meet face-to-face. Portugal’s remote work visas and tax perks make it easy for people wanting to get out of the grind and with so many creatives now working from anywhere, Lisbon’s hard to argue with. Other places like Mexico City and Nairobi are getting attention too, but Lisbon’s access and quality of life put it right at the center of something exciting. Especially for Europeans looking for somewhere to do good work and live well. And don’t get me started on those pastel de natas.”

Neil Lockwood, leader expansion officer, Born Ugly: “It’s my hometown, so I’m a bit biased, but Leeds isn’t trying to be anywhere else; it’s carving its own creative identity. Grounded, fearless and full of character, it’s a place where independent thinking thrives and bold ideas come to life. The city is building a diverse ecosystem of agencies, studios and tech innovators – many of them collaborating in refreshingly open, honest ways. It’s this creative integrity that defines Leeds and why we’ve built Born Ugly right here. We believe in uncovering the ugly truth behind brands and turning it into something extraordinary. That spirit of radical transparency lives across the city, from challenger brands to category leaders. There’s serious momentum here. From FMCG to fintech, packaging to performance, Leeds is becoming a proving ground for standout creative work. And we’re only just getting started.”

Helen McLane, managing director, EMEA, PMG: “Less than an hour on the fast train from London will see you stepping into the heart of Brighton, a seaside city in Sussex that has long been known for its vibrant culture, creativity and innovation. Having previously worked in London, today I am a proud Brightonian, experiencing first-hand its emergence as one of the UK’s most exciting centers for media, technology and digital. Brighton’s individuality, inclusivity and countercultural roots make it the natural home for creative talent – people drawn to innovation over convention. It’s already home to a growing ecosystem of independent agencies, tech startups and digital-first businesses that thrive in a culture that favors agility, experimentation and collaboration.”

Tebo Mpanza, co-founder and shopper director, Unfound Studio: “Creative excellence is flourishing beyond London and Manchester, particularly in places I know well: Sheffield, Leeds and, increasingly, Lancashire. I moved to Sheffield in 2004 as a teenager. Even then, you could feel its creative pulse: authentic, understated and defiantly independent. It’s evolved into a thriving scene of innovative studios, artists and collectives shaping culture from the grassroots up. Now, we’re working with a rising band from Lancashire, proudly referencing Blackpool in their music, embodying the raw authenticity emerging from regions traditionally overlooked. These places aren’t just untapped; they’re already driving a more diverse and compelling creative narrative – exactly what today’s brands crave.”