DUBAI — In a move to streamline its regional operations and consolidate its market leverage, Omnicom Media Group (OMG) MENA has named Wissam Najjar as its new Chief Commercial Officer.
The appointment is part of a broader global and regional structural transformation aimed at integrating specialist capabilities and optimizing media investment returns for brand partners across the Middle East and North Africa.
Driving Value Across Complex Media Ecosystems
Najjar, who has been a key pillar of OMG’s regional leadership team for over four years, will now oversee the network’s unified commercial strategy. His expanded mandate focuses on removing traditional market silos to deploy commercial expertise more rapidly across diverse regional geographies.
Commenting on the functional vision behind his new role, Najjar stated:
“Scale only becomes an advantage when it is connected in the right way. 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.”
Strategic Alignment Amid Market Evolution
The structural overhaul comes at a time when the MENA media landscape is experiencing rapid digital acceleration, fragmentation, and heightened demand for performance-driven marketing solutions.
By unifying its commercial divisions under a singular leadership touchpoint, OMG MENA intends to offer clients more agile procurement models, advanced data-driven investment strategies, and seamless multi-market campaign execution.
Executive Leadership Perspective
Highlighting the necessity of the organizational pivot, Elda Choucair, Chief Executive Officer at Omnicom Media Group (MENA), emphasized that the transition is a proactive response to shifting macroeconomic realities:
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Performance-First Focus: Elevating organizational performance to meet tighter client efficiency expectations in a highly demanding business environment.
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Agility and Speed: Transitioning the group’s value proposition from basic investment management to active business transformation, allowing clients to make high-confidence decisions at pace.
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Business Outcomes: Aligning regional media buying power with measurable, bottom-line growth for partner brands.
