Serviceplan Middle East launches Mediaplus Espresso

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.”

Dentsu Aegis Network partners with The Hub

Global communications network Dentsu Aegis will partner with The Hub Advertising & Marketing in Jordan. With offices based in Amman, The Hub will take full responsibility for the media planning and buying requirements of Carat and other Dentsu Aegis Network clients in the country such as Microsoft, adidas, MasterCard and Reebok on a local level, with the merged businesses jointly managing any new business opportunities.

“The opportunities in this market are endless and this partnership will form the foundation for future expansion plans in the Levant,” says Karan Hoyek, General Manager, Carat Levant. “With a shared vision and working synergies, we expect this to be the beginning of a mutually beneficial relationship for both agencies and our clients.”

Dr. Ruba Batayneh, CEO, The Hub Advertising & Marketing, adds “This partnership paves the way for us to provide our local and regional expertise while also learning and developing with a global network. The partnership will provide equal opportunity for both parties and create a momentum for future opportunities. We are proud to be the first local agency to take this courageous step.”