UM MENAT appoints new Head of Client Partnerships 

UM MENAT has appointed Tom Hardstaff to the role of Head of Client Partnerships, UM MENAT. With a wealth of experience in communications, Tom most recently worked with UM MENAT as Head of Strategy where he was the key driver of UM’s “Better Science, Better Art, Better Outcome” philosophy and planning approach as well as being responsible for clients such as Reckitt Benckiser, Coca-Cola, L’Oréal and Ooredoo. In his new role, Tom will increase his focus on evolving partnerships, lead on operational and strategic initiatives, develop business plans and continue to lead on strategy.

“Tom’s aptitude and experience have been invaluable to the agency’s success,” says Joe Nicolas, Regional Managing Director, UM MENAT. “As we embark on an exciting journey of transformation, his innovative thinking and pragmatic approach will be instrumental to drive our vision to lead change in the new normal.”

Tom Hardstaff joins UM MENA

Tom Hardstaff has joined the UM team as Regional Strategy Director. Having moved over from Mediacom in the UK, Tom has worked on international brands such as Volkswagen, TUI, Kenwood and DeLonghi. In his new position, Tom’s main responsibility is to support the Coke team with strategic direction, ensuring the brand’s continued innovative growth in the MENA region. Tom’s current focus is the development and implementation of the MENA Coke workshops, which will be pulling together the local markets to align vital output and drive the brand forward.

“The challenges Coca Cola face in the MENA region differs to that of other international markets,” says Tom. “But, with an innovative agency approach to our strategic direction, we have the opportunity to deliver remarkable, engaging consumer campaigns and ultimately reposition Coke as the number one drinks brand in the region.”