Fez – Founded by Moroccan entrepreneur Ayoub Rhillane, the firm says the Dubai base will bring it closer to clients across the Middle East and strengthen operations between Africa, Europe, and the wider MENA region. The move comes after several years of rapid growth built on a model that ties fees to measurable results such as qualified traffic, conversions, and revenue.
According to the agency, RMD has delivered more than 1,600 projects for clients on three continents and helped generate over $240 million in client sales, with roughly three-quarters of that activity outside Morocco. The firm positions itself as a “performance before promises” player, emphasizing analytics, testing, and iterative scaling over traditional retainer-only contracts.
The Dubai office is set to function as a regional hub for multilingual, multi-market campaigns. RMD plans to deploy teams that blend data analysts, creatives, engineers, and strategists to launch and optimize acquisition programs in Arabic, French, and English. The agency says its operating model uses hybrid compensation — fixed fees plus performance-indexed commissions — so both sides share upside when predefined KPIs are met.
Rhillane’s path to agency leadership began in hands-on e-commerce, where he focused on paid media, funnel design, and conversion rate optimization. He later co-founded the design and branding studio Pixagram, and then launched RMD with an explicit focus on return on investment and transparent metrics. That approach helped the company win international accounts and scale beyond Morocco while maintaining production teams in the Kingdom.
The expansion to Dubai reflects a broader trend of Moroccan tech and creative firms looking eastward for growth, tapping into mature media markets, faster ad-tech adoption, and cross-border brand ambitions. For RMD, the agency argues that proximity to decision-makers in the Gulf will accelerate approvals, shorten testing cycles, and enable quicker budget scaling when campaigns hit target KPIs like ROAS, CAC, and LTV.
While the company’s offering spans SEO, paid media, brand strategy, content, and analytics, executives maintain that the unifying thread is accountability. Internal dashboards, cohort analyses, and attribution models are presented as the backbone of its client reporting. The agency adds that creative remains central — particularly localized storytelling and visual systems that can be adapted quickly across platforms and markets.
With Dubai now live, RMD plans to deepen partnerships across MENA while continuing to run production and strategy work from Morocco. The firm frames the new office as a step toward building a Moroccan-rooted but globally oriented marketing network — one that competes on performance and uses data to guide every creative and media decision.
