These appointments reflect the agency’s sharp trajectory over the last six years – marked by sustained growth, a strengthened regional footprint, and a growing portfolio of global and local brands.

In her new role as CEO, Dana Tahir will continue to lead the agency’s regional vision while deepening its commitment to creative innovation, client impact and talent development. Dana has been with the agency for over 17 years, most recently as Managing Director, where she played a central role in scaling the business and cultivating an award-winning team culture.

Rishi Talwalker has been promoted to Head of Communications, overseeing the agency’s corporate-consumer portfolio while leading strategy and growth. Razan Karim also steps into the role of Head of Communications, taking the lead on fashion, beauty, lifestyle, and wellness clients across the region.

HAVAS Red Middle East today partners with some of the world’s most influential companies, including Estée Lauder, COTY, adidas, Nakheel, Disney+ MENA, Spotify MENA, Gold Apple, Marriott International, Versace, Tom Ford, Pampers Arabia, and Dubai Holding, delivering bold, meaningful work across industries and sectors.

Adept at designing project-based organisations, Pennington’s expertise in building and leading large teams ensures the curation and delivery of exceptional experiences, planning and execution of flawless operations and provision of seamless service excellence. Pennington held a Senior Leadership role in FIFA as Director Services in the Event Operations Division, where she was responsible for governance and leadership of the Services Sub-Division which consisted of several functional areas including Workforce, Human Resources and Recruitment for FIFA World Cup subsidiaries, volunteers and guest experience and operations for the FIFA World Cup™, FIFA Women's World Cup™ and all other FIFA Tournaments, Pennington also brings a breadth of knowledge and expertise from advisory, consulting and delivering projects at some of the world’s largest sporting events and mega events such as Olympic Games and Expo 2020, as well as delivery of global sports sponsorship hospitality programmes for Sponsors/Partners and high profile events for UAE and UK Governments.

Mirza is no stranger to the company and has garnered nearly a decade of experience at Infobip, during which he has held a number of leadership roles within the telecom partnerships department. His background includes serving as Head of Telecom Partnerships for Africa, where he successfully improved connectivity optimisation, monetised telecom products, and managed high-stakes partnerships. Prior to joining Infobip, Mirza honed his expertise in sales and analytics, blending relationship-driven strategies with data-driven decision-making to deliver impactful business outcomes.

As Director of Operator Partnership for EMEA, Mirza will lead the development and execution of telecom partnership strategies across the region. His responsibilities include managing relationships with key operators, aligning Infobip’s solutions with evolving market needs, and driving revenue growth. He aims to leverage his extensive experience to foster long-term collaborations that create sustainable value for both Infobip and its partners.

Mirza’s focus will span over Europe’s competitive telecom landscape, the Middle East’s markets, and Africa’s digital transformation opportunities. He plans to tailor partnership strategies to address regional nuances while aligning them with Infobip’s global objectives.

Bassili joins VICE's growing MEA leadership team with a mandate to break new ground at the intersection of culture, creativity, and commerce. After two decades spent in the advertising landscape, he'll be driving Virtue & VICE's next wave of unconventional partnerships that cut through the noise and resonate with audiences across the region.

With over 20 years of experience in the advertising industry, Yamen brings a wealth of expertise in brand strategy, creative communication, digital transformation, and technology-driven marketing solutions. Before joining VICE, he led Growth at VMLY&R, where he played a pivotal role in shaping client strategies across multiple industry segments. His extensive career has also seen him in key roles at DDB, Saatchi & Saatchi X, Mirum, and VML, where he drove strategic brand development and business transformation.

A graduate with degrees in Electrical Engineering from the University of Damascus, Computer Science from The University of Akron, and Management Information Systems from the University of Balamand, Yamen's diverse background positions him as a leader at the intersection of technology, creativity, and business growth.

Virtue is the full-service creative agency of VICE, specialising in brand strategy, storytelling, and cultural marketing, working with global brands to create innovative campaigns that resonate with audiences. While VICE focuses on producing original documentaries, news, and entertainment across multiple platforms, Virtue helps brands tap into youth culture and emerging trends through bold, purpose-driven content.

With a career spanning over 20 years at Unilever, Manan has held leadership positions across multiple geographies, successfully delivering business transformation and market growth. His expertise in customer development, marketing strategy, and innovation makes him well-positioned to accelerate Unilever’s leadership in Hair and Skin Care, where the company is already a dominant player in the region.

The region represents a USD 7.5 billion opportunity, growing rapidly due to its large youth population, increasing urbanization, and rising disposable income. This diverse market allows for a wide range of product offerings tailored to different consumer preferences.

In addition, digital transformation is reshaping the industry, with e-commerce projected to be the biggest growth driver of total revenue in the beauty and personal care market in the GCC by 2025. Countries like Turkey, Pakistan, and Bangladesh are also experiencing a surge in internet penetration and smartphone adoption, accelerating e-commerce growth and making beauty products more accessible through digital platforms.

Manan’s leadership will focus on three key priorities:

• Accelerating growth in the combined markets of Middle East, Pakistan, Turkey and Bangladesh by harnessing opportunities in the rapidly evolving Beauty & Wellbeing industry, ensuring Unilever’s Hair and Skin Care brands continue to lead.
• Leveraging Unilever’s ‘Positive Beauty’ vision to drive impact for both people and the planet through purpose-driven, sustainable innovation.
• Investing in talent development to nurture the next generation of leaders within the B&W category.

The Beauty & Wellbeing sector in these markets is set to thrive, driven by technological advancements, rising disposable income, and a growing emphasis on holistic wellness. With increasing digital transformation and e-commerce adoption, Unilever’s B&W brands are poised to expand their presence across both traditional and emerging channels.

Following this transition, Iman Asante, formerly General Manager, now leads the agency as Acting Managing Director, while Hadia Saraya has stepped into the role of Acting General Manager.

Iman brings over 17 years of international communications experience across Europe, Bermuda, and the Middle East. Since joining BLJ nearly seven years ago, she has led the Finance and Investments practice and served as General Manager. In 2024, she was elected onto the MEPRA Strategy Board and featured in the PRWeek Middle East Power Book for the last two consecutive years due to her contributions to the industry.

These leadership changes follow the resignation of Justin Kerr-Stevens, who served as Managing Director from 2020 to 2022 and then later as CEO. Under his leadership, BLJ significantly expanded its footprint and client portfolio across Qatar’s private, governmental, and semi-governmental sectors.

Today, BLJ Worldwide is regarded as a strategic partner to decision-makers across the region, helping drive narratives that shape public discourse and national positioning on the global stage.

The agency, known for its award-winning campaigns and trusted advisory role to some of the country’s most prominent institutions, has been instrumental in shaping Qatar’s communications sector over the past decade.

BLJ Worldwide continues to operate from its Doha headquarters, supporting clients in sectors ranging from finance and investment to culture, education, sports, and technology.

P1C continues its growth trajectory with a series of well-earned promotions a new hire, and another key leadership appointment. Strengthening the agency’s senior team, Yara Bou Hadir has been named Account Director, bringing with her a wealth of experience across retail, real estate, arts & culture, and education.

Madhu Dhanapal and Lori Kirakousian have been promoted to Account Managers, recognising their contributions to the agency’s success. Further enriching the agency’s talent pool, Nachwa Alowani joins as Senior Account Executive, bringing extensive GCC experience across the hospitality, arts & culture sectors.

Over the past decade, P1C has experienced remarkable growth and success, solidifying its position as a trusted communications and marketing partner for global brands. With its Head Office in the UK, P1C has built strong foundations in the Middle East and South Asia, with respective offices in Dubai and Mumbai. P1C takes pride in serving a diverse range of clients across various industries. Notable long-term clients include Hard Rock Cafe, Hilton, Cognita Middle East, Sole DXB, University of Europe for Applied Sciences and CarFest to name a few.

Established in 1984, Deemah holds a commanding market share across key categories in Saudi Arabia and exports its products to over 50 countries worldwide. With a workforce of more than 1,500 employees and a fully automated manufacturing footprint, Deemah’s portfolio includes a wide array of high-quality snacks and confectionery products that have made it a household name.

Mohammed Alakeel has spent his entire career at Deemah, starting as a management trainee and rising through the ranks to lead shared services, where he oversaw human resources and information technology. As Chief Sales and Marketing Officer since 2019, he has spearheaded transformative initiatives that revitalized the company’s distribution, sales, and marketing strategies, driving growth and strengthening Deemah’s position in the market.

Under Mohammed’s leadership, Deemah will prioritize investment in research and development to introduce innovative products across multiple categories, including healthier snacks and high protein products, catering to evolving consumer preferences. The company will accelerate and increase focus on the core business categories such as biscuits and cakes while expanding presence in high-growth products such as snacks while making significant investments in increasing production lines. Efforts to optimize operational efficiency will continue, ensuring seamless product availability across all markets. Additionally, Deemah will leverage technology to streamline operations and enhance customer engagement, driving a digital transformation that positions the company for sustainable growth.

To support Deemah’s strategic ambitions, three independent directors have joined the company’s Board. Walid Abukhaled previously held the position of Deputy Minister for Industrial Affairs with the Ministry of Commerce and Industries. A recognized global business leader, he is the former CEO of Saudi Arabian Military Industries (SAMI) and President & CEO of General Electric in KSA and Bahrain. He has extensive expertise in strategy development and global partnerships, making him a valuable asset to Deemah’s growth strategy. He currently sits on several Boards including Saudi National Industrial Development Center.

Abdulaziz Al-Bassam is a seasoned legal and investment expert with over two decades of experience managing complex transactions and strategic projects for leading companies like Saudi Aramco. He is currently the Chief Legal Officer at King Salman Park Foundation.

Abdulmalik Al Kohaji brings extensive experience in HR transformation and corporate governance, having held senior roles at SAMI where he is currently Chief Human Resources Officer.

With over 15 years of extensive media and marketing experience, Shoker has managed regional accounts throughout the Middle East, focusing on media investment and trading across various platforms. He is recognized as an accomplished business director, renowned for his impactful work across the region.

Shoker will oversee commercial operations in key markets, including the UAE, KSA, and Egypt. Before joining Platformance, he held senior executive roles at prominent organizations such as TikTok METAP, PHD MENA, and Mindshare MENA.

“We are excited to welcome Hassan Shoker to our team to drive forward our agenda of transforming the Adtech industry in MENA,” said Waseem Afzal, CEO at Platformance. “Shoker is a distinguished media veteran in our region. His extensive industry experience, combined with a deep understanding of the regional ecosystem, brings unique added value to our company. His approach to business is driven by an unrivaled appetite for success and growth, and he will help us unlock further growth for our clients.”

On his appointment, Hassan Shoker commented, “It is an honor to join Platformance, one of the hottest and fastest-growing startups in the region. We are collectively committed to driving growth and innovation for our clients. I’m incredibly excited and thrilled to embark on this journey at such a pivotal time. I am already impressed by what the team has achieved and look forward to expediting the rapid sustainable growth of Platformance.”

This strategic appointment underscores Platformance's commitment to strengthening its leadership team and enhancing its market position in the MENA region.

New business wins for the group include Wakemaker MENA’s win of L'Oréal Middle East, Mindshare MENA’s wins of Al Fardan Jewelry, Alat, Amala, Americana Foods, Diriyah Gate Development Authority – DGDA, du, Electric Vehicle Infrastructure Company – EVIC, Inma Bank, Mondelez, New Murabba and Roberto Coin, and EssenceMediacom’s wins of Qiddiya and L'Oréal in Egypt. In addition, EssenceMediacom MENA extends its partnership with Etisalat in Egypt and has retained Vodafone in Oman.

Alan Azar has joined GroupM as Regional MD of CX, Data and Technology, Haneen Aburrubb has been appointed as the group’s eCommerce Director to accelerate the commerce capabilities in response to clients’ growing demands, and Mario Soufia, Regional Managing Director to manage a range of future-proofing services for clients including business strategy, eGaming and the management of the content hub of the group including influencer marketing company, The Goat Agency.

Further appointments to the new leadership team under the appointment of Amer El Hajj as CEO at GroupM MENA in September 2023, include but are not limited to Abdallah Adra as Head of Buying, Darine ElKaissi as Managing Director at Mindshare KSA, Felicity Stokes as Head of Marketing and Communications, Laura Gleadhill as General Manager at Keyade Middle East, Patricia Abi Fadel as Head of Investment, Ragy Saad as Finance Director, Rana Zeidan as Business Director at L'Oréal Middle East – Wavemaker MENA, Samer Majzoub as Regional Managing Director at Mindshare MENA, Sarah ElMenzlawy as Head of Buying and Investments at GroupM Egypt.

In addition, GroupM MENA has introduced a new business development team, executed a comprehensive restructuring of its buying, finance, and operation departments, and created cost-efficiency hubs. This organizational structure is designed to elevate the proficiency of the group's specialists, products, and services, effectively catering to the collective needs of the business whilst delivering a transformative media strategy for clients.

Beyond leadership appointments and organizational transformations, the entire GroupM team and the agencies have played an integral role in the group’s recent successes. The team has collaboratively elevated media excellence, embodying a shared mission: to consistently deliver exceptional value and ROI to all clients.

Josh Krichefski, GroupM EMEA CEO commented, “The MENA region presents significant opportunities. GroupM’s Global This Year Next Year report highlights growth is expected to exceed the global rate in 2024, with $15.9 billion in advertising revenue predicted. I have confidence in the reinvigorated team who are already demonstrating noticeable achievements and business successes.”

Amer El Hajj, CEO of GroupM MENA, remarked, "We've undergone a transformative journey, meticulously identifying our strengths and pinpointing areas for enhancement over the last few months, crafting a new organizational structure that seamlessly aligns with our global and local aspirations. The remarkable accomplishments achieved within a short time are a testament to the dedication of our MENA team, positioning us as formidable players poised to deliver accelerated growth for our clients. The great talent that has joined us is fueled by the excitement towards our vision in shaping the 'next era' of media. We are in the people industry and are steadfast in guiding our people to effectively support clients in achieving their business objectives and building their continuous growth."

GroupM has reached its most successful year yet in the MENA region with 40% growth in billings compared to 2022.