Newly announced promotions include:

Astha Sirpaul, Head of Strategy – A champion of culture-driven thinking, Astha now steers end-to-end strategic planning across the agency’s portfolio, embedding TBWA’s Disruption® methodology to unlock long-term brand growth.

Rony Skaf, Head of Digital & Innovation – With over a decade of expertise in performance marketing, emerging technologies, and building digital experiences, Rony blends creativity with innovation to craft measurable, future-ready solutions that drive impact for clients.

Noor Akar, Group Creative Director – A fearless storyteller at the intersection of culture and commerce, Noor will continue to orchestrate boundary-breaking ideas that ignite conversation, reshape norms, and turn cultural relevance into business growth.

Rita Nasr, Group Creative Director – Rita steps up to co-lead the creative department in Lebanon, mentoring rising talent and pushing bold ideas that resonate with regional audiences.

These promotions reaffirm TBWA\RAAD’s commitment to stay relentlessly disruptive—turning bold ideas into real‑world impact and proving that when people thrive, brands win.

Sarah’s immediate focus will include strengthening AppsFlyer’s regional presence, helping clients across the Middle East enhance return on investment through smarter use of mobile measurement and analytics. She will also work to deepen partnerships with leading brands and stakeholders across both regions, bringing to life AppsFlyer’s value proposition in an increasingly competitive digital economy.

Sarah joined AppsFlyer with a strong background in global partnerships and regional business development. She previously held senior roles at Tempr., where she was Head of Partnerships, Global, and at Singular, where she led Business Development and Partnerships across EMEA and India.

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.

With over two decades of experience in advertising, Tarek has worked across Egypt, the Levant, North Africa, and the GCC, managing a broad portfolio of brands including Vodafone, Ariel, Pampers, Trident, SODIC, Emirates NBD, ExxonMobil, Majid Al Futtaim, and Almarai. This role marks his return to Publicis Groupe Middle East, having previously led regional mandate for Cadbury’s chocolate portfolio during his time at Saatchi & Saatchi.

As Business Lead, Tarek will focus on driving growth for clients through integrated business solutions, tapping into the full breadth of Publicis Groupe’s capabilities under the Power of One model. His mandate aligns with the growing demand for smarter, more connected brand thinking as businesses gear up for the opportunities emerging under Saudi Vision 2030.

Stephanie Stephan has been appointed as Executive Creative Director, a role that will see her lead the entire creative team and report to Colman Sheil, Chief Creative Officer. Stephanie, who has been with Liquid since its early days, brings over a decade of experience in retail-focused creativity and a passion for blending science with storytelling to drive impact.

Nicole Wingate steps into the role of Client Servicing Director, where she will oversee the agency’s growing client servicing team. Since joining Liquid over eight years ago, Nicole has been instrumental in shaping client relationships and delivering solutions with localised insight, clarity and collaboration.

These promotions mark the steady upward trajectory of Liquid HAVAS Market, as it combines agile, creative commerce and retail strategies with global resources and technological expertise to deliver unparalleled value to both brands and consumers.

Liquid HAVAS Market was established following HAVAS’ strategic acquisition of omni-commerce specialist Liquid in 2024, reinforcing its position in the shopper marketing, e-commerce and retail media landscape across the Middle East. These new leadership appointments strengthen the agency’s ability to deliver meaningful shopping experiences that connect people, brands and retailers in more impactful ways.

Previously the agency’s Integrated Associate Director, Boulos joined OMD some five years ago and in that time has proved instrumental in driving the success of her team. Thanks to her decade of experience working on some of the most prestigious accounts including P&G, Heineken and Mars, she has consistently delivered planning excellence, media performance and impressive business results. A dual citizen of Japan and Egypt, Boulos relies on a unique cultural perspective to understand consumer behavior. To meet the expectations of more discerning and demanding consumers, she has leveraged insights and innovative strategies that have driven engagement and business success.

In under three years at the agency, Hassan clearly impressed as Business Unit Director, handling a major portfolio of accounts. In his career spanning over 14 years, he’s worked in both offline and online media, across multiple markets, including Egypt, Qatar, and the UAE, and across multiple sectors, including FMCG, luxury and retail, banking, finance, and automotive. His strategic and analytical mind has helped him achieve great results in marketing strategy, account management, and business growth for brands as diverse as PepsiCo, Majid Al Futtaim and FIFA 2022 World Cup Qatar.

In their new attributions, Boulos and Hassan will support CEO Tarek Jaffar and their teams in articulating and realizing the vision encapsulated in OMD’s new positioning “We Create What’s Next”. Their roles will encompass building their teams further, innovating with both structure and services, and capitalizing on the agency’s values and points of difference. They will also focus on enhancing media excellence and boosting their clients’ market and brand performance.

The promotions are effective immediately.

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.

Maya Tayara, previously serving as Head of Client Engagement and Growth of dentsu MENA, has been pivotal in driving the agency’s mission to strengthen client partnerships and scale businesses to new heights. With over 15 years of experience, Maya has demonstrated exceptional leadership and strategic vision. Under Maya's guardianship, iProspect MENA is poised to continue its trajectory of excellence in fusing brand and performance to accelerate growth.

Fiona Black, who previously held the role of Integrated Client Growth Lead of Carat, has been instrumental in the agency’s remarkable growth over recent years, positioning Carat as a top five player in the market. With over two decades of experience working in the industry, with 10 in region, Black’s previous experience includes key leadership positions across holding group agencies both in the UAE and the United Kingdom. In her new role, she will continue to work towards outcomes that build modern brands, increase brand power and deliver societal impact.

Black and Tayara’s apointments also strengthens the groups dedication to DEI (Diversity, Equity and Inclusion).