The move forms part of a wider transformation aimed at bringing investment, trading, partnerships, data and execution capabilities closer together across the region.
Omnicom Media MENA has expanded Wissam Najjar’s role from Chief Operating Officer to Chief Commercial Officer as the media group introduces a new operating model designed to strengthen commercial alignment, specialist capability and client outcomes across the Middle East and North Africa.
The move comes as media agencies face increasing pressure from clients to demonstrate greater accountability, faster execution and clearer business impact from marketing and media investment.
Under the new remit, Najjar will oversee a more connected approach across investment, trading, partnerships, commercial design, investment operations and forecasting. The objective is to create stronger coordination between the group’s specialist functions while supporting agencies operating across diverse regional markets.
Elda Choucair, CEO of Omnicom Media MENA, said the changes respond to a more demanding media environment in which agencies are expected to go beyond managing media budgets.
“As media becomes more complex, our role is not simply to manage investment but to help clients move faster, act with greater confidence and deliver stronger business outcomes,” Choucair said.
The regional restructuring reflects Omnicom Media’s wider global transformation, which is bringing key functions including strategy, investment, partnerships, data, technology and execution into more closely connected specialist disciplines.
For MENA clients, the model is intended to make it easier to access expertise across markets, apply best practice more consistently and improve the speed at which campaigns and commercial decisions are executed.
Najjar described the shift as an acceleration rather than a reset, saying that scale only creates value when capabilities are connected effectively.
“By bringing our commercial capabilities closer together, we can move faster, apply expertise more consistently across markets and help clients unlock more value from their investments,” he said.
The development signals a broader trend across the regional media sector, where agency networks are increasingly reorganising around integrated data, technology, investment and commercial capabilities as brands seek more measurable results from media spend.
