He began his automotive journey as a Consultant for General Motors in France, before advancing to become Deputy Manager at BMW Group France, where he contributed to regional commercial development. He later joined Mercedes-Benz AG in Switzerland as Regional Manager, overseeing strategic operations across key markets. His trajectory continued upward with his appointment as General Manager at Aston Martin Lagonda Ltd, where he led market performance and commercial strategy across Switzerland.

Most recently, Mathieu founded his own consultancy in Dubai and Mauritius, advising C-suite executives and boards on growth, operations, and customer experience transformation within the automotive space.

Outside the boardroom, Mathieu holds an airline pilot license, a degree in Economics and Business Management Administration, and was a former member of the Windsurfing France Team, competing in the Olympic Sailing Series.

experience.”

In his new role at CXG, Mathieu will drive the development and execution of commercial strategies that elevate market share and deepen client loyalty within the automotive sector. He will also champion customer experience transformation, leveraging data‑driven insights to reposition luxury automotive brands as lifestyle powerhouses.

His work has been recognized at every major global creative festival including Cannes Lions, D&AD, One Show, Clio, LIA, Loeries, Effies, WARC, and New York Festivals; and important regional festivals such as Dubai Lynx and Eurobest.

Beyond the awards, it’s his creative belief system that sets him apart. Alex sees creativity as a tool for economic and cultural progress. He leads with kindness, teaches with passion, and always brings humanity into the work.

Besides his professional drive, Alex writes and draws his own comic books series, loves football, cooking and shares his home with two pet rabbits.

This appointment underscores Horizon FCB’s strategic focus on delivering work that is both timeless and timely, combining creativity fueled by data and technology to build brands that endure.

Harrison, formerly President, EMEA, has been the driving force behind GCI Health’s rapid expansion in Europe and the Middle East, having relocated to Dubai in 2024. Her appointment signals GCI Health’s continued commitment to the region, where healthcare transformation is moving rapidly and where demand for strategic counsel is growing from both public and private sector clients.

“Increasingly, our global healthcare clients are organising their business around international markets, where innovation is happening at speed and where the next benchmarks for healthcare are being set,” said Kristin Cahill, Global CEO, GCI Group. “Asia-Pacific continues to be a major engine of growth and innovation in healthcare. With Kath’s leadership and diverse market experience, we are strongly positioned to support clients where the future of health is being shaped.”

GCI Health is one of the most highly recognised global integrated healthcare communications agencies in the world, with recent industry honours including being a PRWeek Global International Agency of the Year, PRovoke Media Global Top 40 campaign winner and a Best Agency to Work for in APAC, the UK and U.S. GCI Health is part of Burson, which is part of WPP (LSE/NYSE: WPP), the creative transformation company.

Lea brings over a decade of experience in strategic communications across the luxury, retail and corporate sectors and has led both regional and global campaigns, blending Maisons storytelling with media strategy and stakeholder engagement.

Sailesh Jani joins as Managing Director, Head of Middle East from McCann Worldgroup and Christina Falzano joins as Managing Director, Head of Americas, from Forsman & Bodenfors. These pivotal hires underscore the agency’s commitment to deepening its global presence and enhancing its ability to deliver transformative brand experiences in two of its fastest-growing markets.

Jani joins following a decade at McCann Worldgroup, where he served as a GlobalBusiness Lead, driving global network growth and award-winning campaigns for brands including RiyadhAir, NEOM, eBay, Microsoft, and Xbox. A celebrated creative leader, Jani has been recognized with over 400 international awards, including 43 CannesLions for his contributions to innovation and digital transformation in brand storytelling.

Falzano brings an impressive track record in building and scaling creative businesses. Most recently, she served as Managing Director at Forsman & Bodenfors, where she led U.S. growth and strategic expansion. Her previous roles include Managing Director at Conran Design Group, Chief Operating Officer at Wolff Olins—partnering with brands such as Google, Uber, and Spotify—and Managing Director at WPP’s Brand Union. Prior to joining WPP, she was Head of Digital Marketing at The Cosmopolitan of Las Vegas, overseeing the development and launch of the property’s website and social media channels.

Hessa brings over 15 years of experience in the region, with a strong track record of developing campaigns for both Saudi Arabia’s leading brands and global powerhouses. Her work spans sectors including telecom, tech, banking and finance, FMCG, and automotive, with a portfolio that features global and regional brands including Apple, stc, Almarai, Red Bull, Volkswagen, and several top financial institutions. 

Her creative approach combines strategic thinking with cultural relevance, and she’s known for delivering ideas that are both impactful and grounded in insight. Hessa joined Leo Burnett early in her career as a copywriter and now returns to lead the creative charge in a market that continues to evolve rapidly. 

Hessa’s work has been recognised at award shows including Dubai Lynx, Loeries, Effies, WARC and D&AD, and has previously served as a juror for Dubai Lynx and the Clio Awards. 

Her appointment reflects the agency’s ongoing focus on strengthening its creative leadership across the region and deepening its commitment to the Saudi market.

In her new role, Rhiannon will be responsible for the full spectrum of marketing and communications activity across all three properties. Her focus will include driving integrated campaigns, strengthening brand positioning, expanding digital reach and leading high-impact PR and partnership strategies. Her appointment comes as Marriott continues to invest in creative leadership to reinforce its competitive edge in the UAE’s hospitality market.

Previously, Rhiannon was the Marketing & Communications Manager at W Muscat, where she played a pivotal role in transforming the hotel’s market presence. Under her leadership, the property launched standout activations such as The Drop SS24 and W Studio, generating over $25,000 in revenue. Her digital strategy performance was also recognised as best-in-class by Marriott’s DFM team.

Rhiannon also led strategic collaborations with global brands including Red Bull and Kiko Milano, introduced Michelin-starred chef experiences to the Oman market and brought international artists such as Hugel, Francis Mercier and Stephan Jolk to the region. Her ability to pair commercial success with lifestyle storytelling and community-driven initiatives, such as wellness activations and CSR efforts. She has earned her a reputation as a modern marketing leader in the hospitality space.

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.

Creo addresses measurement challenges in a fragmented market by using Omni, Omnicom’s open operating system and marketing orchestration platform. This integrated approach improves creator discovery, planning, and measurement, while directly connecting creators’ actions to consumer responses. Creo’s advanced solutions, like the Creator Briefing Tool, the Creo Influencer Agent, and the Omni Creator Performance Predictor, will offer brands greater precision and actionable insights, transforming influencers into powerful drivers of commercial results. Creo will also leverage exclusive partnerships with leading platforms such as Amazon, TikTok, Instagram, and Snapchat in the region.

OMG’s Anthony Nghayoui has been appointed to lead Creo. With 10+ years of experience in social media, performance and creator marketing, he brings a highly analytical perspective into creator marketing, including data-driven planning and integrating advanced measurement solutions. Nghayoui has led many creator campaigns across multiple sectors and worked on influencer marketing tech and product development. He’s a member of the IAB global creator economy task force and the ABG MENA influencer marketing committee.

The strategic appointment represents Initiative’s vision to elevate deeper client partnerships, scale product-led growth, and establish the agency as a definitive partner for brands seeking to thrive in MENAT’s increasingly complex digital landscape.

With over 20 years of diverse experience spanning three continents, Sandhu has led strategic growth and digital transformation for industry-leading brands including Nike, BBC, Specsavers, John Lewis Group, Colgate, Palmolive, Hermès, Gucci, Shiseido, and Expedia. In her previous role as Chief Strategy and Growth Officer for EMEA at Kinesso—the technology-driven performance marketing powerhouse at the core of IPG Mediabrands—she led cross-functional teams and collaborated with market CEOs to architect localised strategies encompassing business innovation, product development, technology integration, and service transformation.

Sandhu’s leadership credentials are backed by prestigious industry recognition, including an IPA Grand Prix for John Lewis’ iconic Christmas campaigns and a Cannes Lions shortlist for the BBC, demonstrating her ability to blend strategic vision with creative excellence in delivering award-winning results.

Beyond her core responsibilities, Sandhu will work closely with Initiative’s talent development and inclusion team—drawing on her experience as a RISE Champion, her mentoring through WYK Digital UK, and her involvement with the Women’s Open Network at IPG Mediabrands—to strengthen the agency’s position as an employer of choice, while driving holistic business transformation across the region.