Through this partnership, Publicis Sapient will support Manchester City’s ongoing digital transformation strategy, helping the Club enhance its digital ecosystem.

Leveraging its fully integrated SPEED – Strategy, Product, Experience, Engineering and Data & AI – capabilities, Publicis Sapient will work closely with the Club to optimise operations and elevate Manchester City’s digital experience off the pitch.

As part of the partnership, the Publicis Sapient brand will be prominently featured across pitch-side LED advertising at the Etihad Stadium and Joie Stadium in the UK, as well as across the Club’s social media channels, further strengthening visibility across key international markets.

Oliver and Rohit will work closely with clients across the Middle East to identify their business challenges and opportunities. By leveraging Publicis Sapient’s SPEED – Strategy, Product, Experience, Engineering and Data and AI – capabilities, deep portfolio of AI tools and platforms, and regional and industry expertise, they will help clients develop and deliver transformative strategies and navigate their digital business transformation journeys in the financial services and international banking sector.

Publicis Sapient works with financial services clients in the Middle East on AI-powered digital business transformation, leading pivotal initiatives to help modernise corporate, commercial and Islamic banking institutions. With a proven and repeatable approach, Publicis Sapient is helping institutions across the Middle East and North Africa, discover new areas of business growth and innovate new customer experiences, incorporating leading-edge technologies, like generative AI.

Oliver joins from Accenture, where he led the financial services business in the Middle East. He brings over 24 years of experience in financial services, specifically within the domains of retail, corporate and investment banking along with central banks and payments.

Rohit also joins from Accenture as Middle East Banking Lead, where he led a large portfolio of financial services clients. Prior to that, he worked at KPMG within the management consulting team focused on financial services in the Middle East. Rohit brings over 19 years of experience in financial services across both the public and private sectors in the Middle East.

Ashwaq brings Publicis Sapient extensive experience in delivering transformational work across diverse sectors, from the government to health and driving growth for leading organizations. As Publicis Sapient’s new Managing Director for Saudi Arabia, she will be responsible for accelerating business growth in KSA, as well as building the operational business and community.  In her role, she will lead the teams responsible for digital business transformation in the region, leveraging the company’s SPEED – Strategy, Product, Experience, Engineering and Data, and AI – capabilities, as well as infusing AI into these capabilities, to deliver customer impact, value, and growth.

“We’re committed to supporting KSA’s technology-driven transformation and realization of Vision 2030, while also, ultimately, helping position KSA as a leader in digital innovation on the global stage,” said Nigel Vaz, CEO of Publicis Sapient.  “In our ambition to invest and expand our footprint in the region, we’re thrilled to welcome Ashwaq to the team.  Her experience in driving transformational work and growth, as well as her leadership skills, will have an immediate impact in delivering value to our customers and attracting new business as we continue to scale.”

“I’m delighted to be joining Publicis Sapient’s incredibly talented team in Riyadh,” said Ashwaq Al Shathri, Publicis Sapient’s Country Managing Director for Saudi Arabia.  “The company’s unique expertise, SPEED – Strategy, Product, Experience, Engineering and Data and AI – capabilities and AI-driven solutions enable us to meet the challenges of our customers in KSA who want to accelerate their transformation and create new experiences and innovative services.”

“Ashwaq brings a wealth of expertise to Publicis Sapient. Her appointment as our Country Managing Director for Saudi Arabia will directly contribute to our continued business growth as we scale our expertise in the Middle East to better serve our clients and their customers and help them transform digitally,” said Srinivas Devulapalli, Managing Director, Publicis Sapient MENA.

Why did you choose this career path?

I have been passionate about computers and technology since I was a young kid. That has driven my learning path toward software engineering, which I feel is the right place to be [for me].

How did you land this job?

I landed this job through a recruiter looking for someone who had the right qualifications in addition to the right attitude. Thankfully, I was the ideal match.

What do you wish you had been told before you started working?

One thing I wish I knew before I started working was the importance of the exit interview with the HR or talent team. This is an opportunity to give valuable and honest feedback about [your] experience and suggest ways in which things can be improved or enhanced for the next hires.

How do you compare your work life vs what you imagined it would be?

[I used to imagine that] I’d work hard, get promoted in six months, and earn a raise every year. The reality is you’ll work hard but raises and promotions will usually only happen when you ask for them.

What’s the most valuable lesson you have learned at work so far?

To build a personal brand. While I am still learning (and I don’t intend to stop), the biggest lesson I have learned so far is that personal branding is so important in your career.

What’s the best thing someone could tell you about your work?

When all my colleagues agree that there is no need to follow up on my work, they trust that I will get the job done. How I always motivate my team, how my energy is flooding through my team, how I’m always eager to learn and do new things, and how I put a delicious taste on my work.

What’s the worst thing someone could tell you about your work?

I receive all comments positively, whether it motivates me to keep up the great work or pushes me to improve, as this is a learning opportunity for me.

Who’s your role model?

My mom. My mom is fantastic, strong, and brave. When I think of the word “mom,” it almost seems impossible to come up with the right word to describe her. She has the biggest heart in the world. Even when something is dragging her down, she has taught me how to be strong and kind at the same time.

If not this, what would you be doing?

I would be a photographer or a public speaker. Why photographer? The satisfaction, the relief, and the appreciation that come after taking the photos. Maybe it’s the ability to see things in a different light; or the satisfaction of documenting something in the best possible way; knowing the story behind each detail of someone’s face; or even creating something which invokes emotion in the viewer’s mind. Why public speaker? I’m someone who likes to be loud and clear, and to make a difference for others.

What do you see yourself doing in 10 years?

I’m not worried about the future or the past; I just connect with my surroundings and embrace everything in the present: my career, social life, relationships, passions, and everything else.

The 30 Under 30 ranking was first published in Communicate's Q1 2023 print issue.

Today, Publicis Communications announced the launch of Sapient Razorfish, which came together globally last year, in the MENA region. Essentially, the new agency is a rebranded Flip and will be headed by its managing director Kareem Monem.

The Dubai-based office will service the entire MENA region and is currently in the process of recruiting new hires from the region and internationally, as well as shuffling existing staff. Monem will report to Nigel Vaz, Publicis.Sapient CEO, EMEA & APAC, who will work closely with Publicis Communications CEO Raja Trad.

Sapient Razorfish has already been working with regional clients that include Emaar and Miral (Yas Island).

Raja Trad, CEO of Publicis Communications MEA, says: “We are witnessing an incredible transformation in our region with our clients all undergoing a digital revolution of epic proportions. Given that consumers are becoming increasingly agile when it comes to digital, the launch of Sapient Razorfish will enable our clients based in the Middle East to benefit from a new breed of digital transformation partner – one that will design and implement relevant solutions at the rapid pace of change dictated by today’s real-time marketplace.”

As of now, the new arm is not looking at expanding to other markets and will continue to service them through its Dubai office.