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UM MENAT appoints new CEO

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MCN MEDIABRANDS has appointed Joe Nicolas to the role of CEO of UM MENAT. With over nine years of experience within the agency, Joe previously held the role of Regional Head of Research and most recently held the role of Head of Strategy. In his new role, Joe will lead the agency by driving growth, building teams, developing and contributing to the success of clients’ brands.

“Having gone through a series of transformative moves during the last year, our next challenge is to build on a strong momentum and a determination to continue the mandate of change,” says Joe. “I’m excited to continue being part of an incredible team and working closely with all of our clients to unlock the potential of this region.”

Assaad Kassis takes on new role at UM MENA

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UM MENA has appointed Assaad Kassis to the role of General Manager of its Saudi Arabia office. Having joined UM MENA’s Dubai office in 2010, Assaad most recently held the role of Regional Business Director, where he managed brands such as L’Oreal, Hershey’s and The Coca-Cola Company. In his new role, he will focus on growing the local business of UM MENA by augmenting the implementation of their product services for existing client business and simultaneously focusing on new acquisition. He will also work on ensuring UM’s regional client teams have heightened on-ground presence and are consistently plugged in with the local Saudi Arabian market.

“I can’t think of a better candidate than Assaad to lead our Saudi Arabia office at a time where our focus will be to continue strengthening our product line for local partners and expand our operations,” says Joe Nicolas, Regional Managing Director, UM MENA. “This is also an extremely exciting change for our Saudi Arabia office as Assaad has proven to be highly pragmatic and an organisational visionary and he will definitely be taking that with him in his new role.”

Joe Nicolas promoted to Regional Managing Director

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MENA-based creative media agency, UM MENA has promoted Joe Nicolas to the role of Regional Managing Director. Having joined UM MENA in 2009 as Regional Director of Communications Planning and most recently, holding the position of Head of Strategy and Integration, Joe has built teams and contributed to the agency’s client success, and helped develop UM Egypt during times of economic instabilities. In his new role, he will work on the agency’s client relations and oversee its business development across the MENA region.

“I am excited to be taking over this role at one of the largest agencies in the region,” says Joe. “At a time where our region is undergoing a transformation, we have the right team, the right company culture and the right portfolio of clients to enable us to deliver great work and set new standards. I look forward to playing a major role in this and the continuing success and development of the agency in the coming years.”