Initiative MENA – The Media Network

Initiative MENA appoints new Regional MD

December 9, 2018/in Featured, Movers & Shakers /by Suad Ashimi

Global media agency, Initiative MENA has appointed Lee Boden to the role of Regional Managing Director. With over 17 years of experience in media and advertising, Lee previously worked with MediaCom Singapore where he held the role of Regional Director and most recently worked with Kudos Content. In his new role, Lee will develop media strategies and improve client business outcomes in the agency.

“Initiative has undertaken a successful internal transformation over the past two years led by our Global CEO, Mat Baxter,” says Lee. “It’s now time to bring the power and benefit of that transformation to our clients here in the MENA region. As always, we remain absolutely committed to finding new ways to unlock immediate value and competitive advantage for our clients.”

Initiative MENA appoints new Regional Business Director

October 28, 2018/in Featured, Movers & Shakers /by Suad Ashimi

Global media agency, Initiative MENA has appointed Ghayath Sioufi to the role of Regional Business Director. With over 18 years of experience working across various MENA markets, Ghayath worked with companies such as Starcom, du, Nawras and Mindshare. In his new role, Ghayath will serve key accounts and be responsible for driving the agency’s regional programmes across the MENA region.

“I am excited to have joined Initiative MENA in these interesting times of transformational changes in our industry,” says Ghayath. “I am sure that together with the team we will be able to lead this change in the market and confirm our role as key business and growth partner to our clients.”

Initiative MENA retains port and Freezone company

June 7, 2017/in Account win, Featured /by Suad Ashimi

SOHAR Port and Freezone has reappointed Initiative MENA as its retained media agency in the Middle East. Managed by Sohar Industrial Port Company (SIPC), SOHAR is an Oman-based sea port and freezone that provides access to trade routes across the GCC and Iran. Initiative MENA will continue to handle all the media and digital requirements for SOHAR by delivering business results through communications, data and analytics.

“We are very happy that SOHAR Port and Freezone has extended our media relationship, “ says Bijal Pathak, Business Director, Initiative MENA. “More than ever, we will continue to drive and deliver ROI and growth through advanced targeting technologies and data analytics.”

Turkish brand appoints Initiative MENA

May 31, 2017/in Account win, Featured /by Suad Ashimi

Full service global media agency, Initiative MENA has been appointed as the media partner for PINAR in the MENA region. Established in 1973, PINAR is a Turkish brand that specialises in producing a variety of dairy, meat and drinking water products to meet different consumer needs across the region. Initiative MENA will be responsible for carrying out the offline and online media planning as well as trading activities for PINAR across the region.

“As a market leader, PINAR provides endless opportunities for highly effective media campaigns,” says Raffoul Mattar, Managing Director – UAE, Initiative MENA. “We will be working closely with the marketing team for mutual success by creating and delivering innovative solutions as well as world class strategies and campaigns for the brand.”

Initiative to represent cosmetic brand

May 23, 2017/in Account win, Featured /by Shelly Mistry

Natural cosmetic brand, Beesline has appointed Initiative MENA as its media agency. Initiative’s Beirut branch will be responsible for developing and executing digital media strategies for the brand across Iraq and the Kingdom of Saudi Arabia.

“We’re happy to announce the new business win,” says Philip Issa, Levant Managing Director, Initative. “The opportunity to work with Beesline, a regional brand, with a global potential is thrilling. Beesline is focused on driving stronger connections with consumers and we see digital as a key channel in achieving that.”

DarkMatter appoints Initiative MENA

June 6, 2016/in Account win, Featured /by Suad Ashimi

Initiative MENA has been appointed to handle all media activities for DarkMatter, an international cyber security firm based in the UAE. The agency will manage the media planning and buying of businesses for the cyber security company throughout the region.

“Cyber security is a top priority for governments and businesses in the region,” says Raffoul Mattar, Managing Director, Initiative UAE. “This is a new category for us and we are happy to be associated with such an esteemed organisation. Taking into consideration DarkMatter’s impressive plans in this field, we are delighted to work with them and anticipate a long and fruitful working relationship.”

Rabih Dabboussi, Senior Vice President, Sales, Marketing and Business Development, DarkMatter, adds “We are pleased to announce our partnership with Initiative MENA. We believe the company’s innovative, data driven approach will be of benefit to our plans, balancing the new and innovative with traditional media planning and buying to support our business.”

Initiative MENA wins Singapore Tourism Board

September 14, 2015/0 Comments/in Account win /by Emily Churchill-Owen

Initiative MENA has added the Singapore Tourism Board (STB) to its portfolio of clients. The agency will be responsible for the social media management and paid social advertising activities in the GCC region for the board, focussing on KSA, UAE and Qatar as core markets. Initiative will be raising awareness of Singapore as a tourism destination to tourists from the Middle East through the promotion of a range of cultural, shopping and tourism opportunities.

“Our network strength and team spirit helped secure yet another key social media win, continuing what has already been a hugely successful year for the team,” says Ziad Ghorayeb, Head of Digital MENA, Initiative. “We believe that our ears-to-ground approach and our understanding of social media will help us make a significant contribution to raise awareness of Singapore tourism and help STB achieve their business goals.”

Mohamed Firhan Abdul Salam, Area Director, Singapore Tourism Board, Middle East and Africa, adds “We are pleased to join forces with Initiative MENA, and look forward to a long-lasting and collaborative relationship. Initiative has innovative digital ideas as well as an experienced team, and we felt that they would be our trusted strategic partner on this journey.”

Region’s talent honoured at MENA digital awards

March 29, 2015/0 Comments/in Award win /by Emily Churchill-Owen

The region’s top digital advertising talent has been honoured at the second ever MENA Digital Awards ceremony, the only awards programme in the region dedicated to celebrating marketing in the digital industry. The event concluded the two-day Digital Media Forum (DMF) 2015, which attracted 500 industry stakeholders from across the MENA region and beyond to discuss the latest developments taking place across the digital landscape.

Big winners were Leo Burnett MENA, who won the Grand Prix Award as well as a number of awards across several categories including two golds in Digital Cause Marketing, a gold in Best Digital PR, a gold in Best Use of Social Media, a silver in Best Performance Campaign, a bronze in Best Use of Video and a bronze in Best Use of Mobile. Omnicom picked up the Network of the Year award, and OMD picked up the Agency of the Year.

Other notable winners included Initiative MENA, who garnered two silver awards for their work for KFC, under Best Application Mobile/Tablet and Best Use of Mobile, as well as two bronze awards under Best Integrated Media Campaign and Best Use of Video. Socialize Agency received two gold awards, BBDO collected one gold, three silvers and a bronze and Proximity picked up a gold, two silvers and a bronze. Other awards under different categories went to UM MENA, Ogilvy, Buzzman, OMD MENA, PHD and Sama Dubai.

“The MENA Digital Awards is the only marketing industry awards programme in the region that focuses solely on the digital sector,” says Najla Semaan Mazboudie, Managing Director of Spot On Media Services and Events, owner and founder of DMF and the MENA Digital awards. “It was established last year to honour success and excellence in the sector, thereby helping to promote the best in digital marketing planning, creativity, innovation, and effectiveness.”

Danone announces media agency pitch

October 21, 2014/0 Comments/in Regional News /by Melissa Jean McWhirter

For the first time, three of Danone’s business units – Al Safi Danone, Danone Nutricia and Danone Waters – are to consolidate their respective media planning and buying within the Middle East region by appointing one media agency. Havas Media, Mindshare MENA and Initiative MENA are the agencies which have been invited to take part in the media pitch, which will be held October 29 – 30, 2014, in Dubai.

The media agency review will have a clear strategic ambition – to select an agency partner that will help the three Danone businesses to move from a purely broadcast model to a greater engagement model over the coming years. Danone aims to ensure that its media investments reflect the changes in the media landscape by collaborating with a strategic partner who will provide leadership in digital media, integrated strategic planning and value creation.

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