UM MENA appoints new Head of Innovation

As part of UM MENA’s move to configure its integrated planning and strategy, Rasha Rteil has been appointed as Regional Innovation Director. Previously with Mindshare MENA, Rasha was heading digital media for Lebanon and was responsible for leading innovation strategies across the region.

Based in Dubai, Rasha will now be instrumental in developing innovative, integrated and digitally led consumer engagement solutions on international, regional and local clients. Her key focus will be innovation with a plug and play approach, driving tech partnerships to add value and increase the reach of brands across all audiences, sparking memorable moments with consumers.

“With UM MENA at the forefront of embracing innovation and technology as a stand-alone function and talent, I look forward to undergoing an exciting and alluring journey alongside the strategy and product team,” says Rasha. “Our aim is to make our brands robust enough to evolve with our audience’s ever-changing adoption of technology through identifying fragmented content consumption, avant-garde immersive channels and by harnessing the power of multiscreen experiences. UM MENA brings a showcase of fun and enthusing brands, and with that we will thrive to create encounters with lasting impressions that drive our client’s brands in a measurable way digitally, in the physical world, or even both.”