Adcities, the adtech company focused on out-of-home advertising solutions, has appointed Hicham Berrada as Senior Vice President of Global Expansion to support the company’s next stage of international growth.
Based in Florida, Adcities first launched operations in Spain and has since expanded into France, the MENA region and Mexico, with plans to enter Brazil next. The company’s latest appointment signals a stronger push toward accelerating and scaling its global presence.
In his new position, Berrada will oversee the company’s international market expansion strategy and help establish a more structured framework for global operations.
Commenting on the appointment, Berrada said, “I started my journey at Teads, we were four people in a room with a bet: that the open internet deserved a better advertising model than banners. I learned one thing above all: timing is everything. Today I am joining Adcities as SVP Global Expansion, leading the opening of our operations across the globe. Why now? Because we are at another inflection point, and this one is bigger.”
He added, “Linear TV is losing reach faster than anyone predicted, CTV transformed it, social feeds are overloaded and attention is shrinking, and now LLMs are changing the search dynamic entirely, the zero-click era is already here. We now see brands moving more and more to the one channel that cannot be blocked, skipped or reshaped by AI. The physical world, the real world.”
Berrada was among the earliest members of Teads and spent more than 16 years helping grow the business into one of Europe’s largest open web adtech platforms, with operations spanning over 20 countries and a workforce of approximately 1,800 employees.
During his time at Teads, he served as General Manager France and later SVP Business Development, where he led the development and international rollout of new advertising solutions.
Adcities is also the company behind OMI (Outdoor Media Intelligence), a proprietary physical-AI platform designed to bring digital-style measurement and intelligence to out-of-home advertising. Unlike traditional programmatic DOOH systems limited to digital inventory, OMI optimises campaigns across multiple physical formats including print, retail media, mobility and screens by analysing location, timing and environmental context.
Commenting on the leadership appointment, Manuel Ferreira, CEO of Adcities, said, “Bringing on someone who played a key role in building one of the largest international adtech operations out of Europe says a lot about where we are as a company. Hicham understands that scaling globally is not just about opening offices. It is about building markets.”
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