Elevate Appointed Craig Borthwick as MENA Creative Director
The sports and entertainment agency hired Borthwick to oversee its creative operations in the MENA region.
Updated on Oct. 7, 2026 in People
Elevate has appointed industry veteran Craig Borthwick as its new Senior Director, Creative MENA. Borthwick will lead the agency’s creative initiatives across sports, arts, and entertainment sectors within the region.
Why it matters
The appointment marks a strategic move to bolster the agency’s creative capabilities as it expands its footprint in the Middle East and North Africa. It reinforces Elevate’s commitment to delivering specialized content across global sports and cultural markets.
Elevate serves more than 1,000 clients globally and was founded in 2018. Borthwick brings approximately two decades of industry experience, including a 14-year tenure at LIGHTBLUE.
The players
Craig Borthwick
He is the newly appointed Senior Director of Creative MENA who previously spent 14 years at the agency LIGHTBLUE.
Elevate
Founded in 2018, this sports and entertainment agency provides consulting and creative services to a global portfolio of over 1,000 clients.
The details
Borthwick will operate as part of the agency’s global studio to spearhead creative work across the MENA region. His focus will span diverse pillars including professional sport, large-scale entertainment, and cultural projects.
Timeline
Elevate was founded in 2018.
The appointment of Craig Borthwick was announced on October 7, 2026.
Market Landscape
This appointment follows the established pattern of major international agencies increasing their executive presence to capture growing regional demand. It signals Elevate’s ambition to compete more aggressively in the MENA market against legacy global firms.
Clients operating within the MENA sports and cultural sectors may see an increase in specialized creative output and localized project delivery. The move suggests a more hands-on approach to service management for regional partners working with the agency.
The takeaway
The addition of an industry veteran with extensive regional experience suggests that agencies are prioritizing deep market knowledge over generic creative strategies. Companies seeking to leverage high-level creative talent in the Middle East should monitor how these firms scale their local operations.
Further reading
For more on leadership shifts within the industry, explore our People section.
Source note: This article includes information reported by Oneelevate.
