BPG Group has appointed Tim Baker as President of BPG Arabia to lead its expansion in Saudi Arabia. With over two decades of communications leadership, Baker will drive digital-first, integrated strategies across creative, PR, and technology, aligning with Saudi Arabia’s transformation goals and BPG’s mission to embed innovation and AI.
BPG Group, one of the region’s leading integrated marketing communications agencies and a member of the global WPP network, has appointed Tim Baker as President, BPG Arabia, to spearhead the agency’s growth in the Kingdom of Saudi Arabia.
The appointment underscores BPG’s commitment to deepening its presence in one of the world’s fastest-evolving markets, as Saudi Arabia’s Vision 2030 continues to drive transformation across technology, creativity, and communication. Baker will lead efforts to enhance integration across strategy, creative, content, PR, social media, and technology, helping brands deliver data-driven, digital-first, and insight-led communications.
Baker, who brings over two decades of experience in communications and digital innovation, has built and scaled some of the most successful integrated agencies in the UK and GCC. He began his career in London during the dot-com boom, working with Nestlé UK and Initiative Media London, where he led European strategy for Unilever.
In 2005, Baker relocated to Dubai to grow Initiative Media across the GCC. In 2010, he co-founded hug digital, one of the region’s earliest independent digital agencies, which expanded rapidly to offices in Dubai, Riyadh, Cairo, and India. In 2018, the agency was acquired by WPP and integrated into the AKQA network, marking a milestone in regional digital innovation.
Baker shared a personal anecdote that reflects BPG’s agile spirit: “Ironically, it was digital that brought me to BPG; after posting my career ambitions on LinkedIn, I met Avi Bhojani online the very next day, and within six days, I accepted this new challenge. That speed and agility truly impressed me—it showcased a management team ready to make quick, smart decisions, exactly what today’s agencies need.”
At BPG Arabia, Baker will focus on enhancing collaboration between disciplines and integrating data, creativity, and technology to help clients navigate Saudi Arabia’s fast-changing business environment. The agency operates in Riyadh and Jeddah, serving a growing portfolio of clients through a young, motivated, and digital-first team that includes talented Saudi Nationals and Arab expats.
BPG Arabia’s strength lies in its hybrid operating model — local expertise in Saudi Arabia, complemented by the full-service capabilities of BPG’s teams in Dubai and Kuwait, and supported by cloud-based resources in Egypt and Asia. This network allows the agency to deliver seamless, technology-enabled solutions across markets.
As Saudi Arabia continues its rapid journey toward digital transformation, BPG Arabia’s focus under Baker will be on innovation, local collaboration, and creative excellence. By integrating global best practices with deep local insights, the agency aims to help clients connect authentically with Saudi audiences in a market defined by youth, vision, and digital fluency.
With Tim Baker at the helm, BPG Arabia is poised to accelerate its growth trajectory — blending creativity, data, and technology to shape the next era of marketing communications in the Kingdom.
