Riyadh, Saudi Arabia – BPG Group, one of the Middle East’s leading integrated marketing communications agencies and a member of the global WPP network, has announced the appointment of Tim Baker as President, BPG Arabia. Baker will lead the agency’s operations across the Kingdom of Saudi Arabia (KSA), driving its expansion and strengthening its digital-first and integrated marketing capabilities.
With over 20 years of leadership experience across the UK and GCC, Baker has successfully built and scaled multiple award-winning digital and integrated agencies. His appointment underscores BPG Arabia’s commitment to delivering innovative, data-driven, and technology-led communication solutions aligned with Saudi Arabia’s Vision 2030 ambitions.
Driving Digital-First Growth Across Saudi Arabia
In his new role, Baker will oversee BPG Arabia’s operations in Riyadh and Jeddah, enhancing collaboration across strategy, creative, content, PR, social media, and technology disciplines. He will also partner with clients to deliver insight-led marketing strategies designed to engage Saudi audiences through creativity, innovation, and digital transformation.
Commenting on his appointment, Tim Baker said:
“Returning to the region to lead BPG in Saudi Arabia, one of the world’s most dynamic and ambitious markets, is incredibly exciting. The Kingdom is rapidly transforming, with creativity and technology converging to offer immense potential for brands and agencies willing to innovate.”
He added:
“Ironically, it was digital that brought me to BPG; after posting my career ambitions on LinkedIn, I met Avi Bhojani online the very next day, and within six days, I accepted this new challenge. This remarkable speed and agility in making the offer, directly following our digital connection, truly impressed me. It showcased an agile, forward thinking management team ready to make quick decisions, precisely what agencies need to succeed in today’s dynamic climate.”
A Proven Track Record of Building Digital Agencies
Baker began his career in the UK during the dot-com era, working with Nestlé UK and Initiative Media London, where he led European strategy for Unilever. After relocating to Dubai in 2005, he played a key role in expanding Initiative Media across the GCC.
In 2010, he co-founded hug digital, one of the region’s earliest and most successful digital agencies, which grew to over 200 employees across Dubai, Riyadh, Cairo, and India. The agency was acquired by WPP in 2018 and integrated into the AKQA network.
Baker added,
“BPG embodies a unique blend, an established reputation and scale, bolstered by WPP, yet with the agility and ambition of a digital-first startup. Meeting the senior management team so quickly confirmed the innovative spirit of the team I’m joining. I am eager to work with BPG Group to further establish our footprint here and deliver our renewed digital-first, integrated solutions for clients across Saudi Arabia.”
Strengthening BPG’s Regional Leadership
Welcoming Baker to the leadership team, Avi Bhojani, Group CEO of BPG Group, said:
“Tim is precisely the entrepreneurial leader BPG needs. As a digital native business builder, his arrival marks a pivotal moment for our Group. His distinguished track record, honed through years of scaling agencies including his time with a WPP sibling agency in MENA, makes him the perfect leader to not only elevate our young BPG Arabia practice but also to strategically partner and collaborate with our leadership in UAE and Kuwait. Together, we will contemporise and digitise our 45-year legacy, embedding AI at our core, cementing BPG Group at the forefront of marcom innovation across the region.”
