Serviceplan Middle East’s media arm Mediaplus has acquired local agency Espresso, to form Mediaplus Espresso. The newly-formed mid-sized agency will work on new ways of connecting brands and consumers through platform strategy, data analytics and precision targeting, with the aim to enable the delivery of successful campaigns for brands. Mediaplus Espresso will be headed up by Azhar Siddiqui who will take the role of Managing Partner, having 15 years of regional experience managing the media buying portfolios of several, large, global and local accounts including; McDonalds, Mastercard and Unilever.
“Espresso sprang from our desire to break away from the ‘network’ culture and to draw clients’ attention back to the added value of strategy and planning,” says Azhar. “Partnering with Mediaplus is an ideal move, since we become part of a wider group, enabling us to compete more effectively with global networks, while retaining our independence and working with like-minded entrepreneurs from within the Serviceplan Group.”