The Extend agency consolidation brings four specialized marketing entities under a unified operational structure in Riyadh. Saudi communications group Extend announced on August 24, 2026, that it has integrated its influencer marketing unit Lavad, performance media agency Spex, food content studio FoodiesBlock, and production agency World Edge directly into its primary brand.
Unification of Four Specialized Units
The integration unites distinct marketing disciplines into a single business framework. Previously, the four subsidiaries operated as standalone entities across media buying, influencer partnerships, culinary production, and creative execution. Under the updated structure, all specialized groups now operate strictly under the central Extend identity to serve commercial clients in the Economy & Business sector across the Kingdom.
Extend agency consolidation Across Operations
Furthermore, the Extend agency consolidation connects each stage of campaign delivery through shared infrastructure. Rather than separating strategic planning, content generation, influencer management, and media purchasing across isolated agencies, the organization operates through a combined setup. Consequently, marketing data and project context transfer directly across every stage of client campaigns without operational friction.
Role of the CIP Platform in Workflow
This operational transition expands on the group’s earlier deployment of Extend CIP, a proprietary software platform launched earlier this year. The platform coordinates marketing activities from initial planning to distribution and performance measurement. In addition, the system connects directly with modern tools in Apps & Software to manage cross-channel reporting, creative asset deployment, and campaign tracking in real time.
“The traditional agency model was built by dividing work into separate disciplines. Technology and AI now allow us to bring those disciplines back together around one objective, one set of data and a shared context. For us, this consolidation is not about restructuring brands. It is about fundamentally redesigning how we work.”
Sami Alrasheed, Founder and CEO of Extend
Shift Toward Shared Data and Execution
The agency highlighted that changing market demands require data-driven decisions rather than assumptions. By using developments in Artificial Intelligence, the group organizes services around three divisions: product and experience design, campaigns and activation, as well as measurement and optimization. Therefore, brand insights carry across consecutive campaign cycles without starting work from scratch.
Restructured Service Divisions
Under the consolidated operational framework, Extend aligns its teams to support continuous client feedback loops. By coordinating product design, activation campaigns, and post-launch measurement under one umbrella, team members maintain consistent project context from the initial creative concept through final performance evaluation.
