ICOM, the international network of independent marketing and communications agencies, has announced the appointment of three new members to its Board of Directors, further strengthening its leadership team and global representation.
Among the newly elected board members is Steven Hetzer, Founder and CEO of sweetwater, who has been named Regional Director for the Middle East and North Africa (MENA). In his new role, Hetzer will focus on expanding ICOM’s footprint across the rapidly evolving MENA communications landscape.
Speaking about the appointment, Hetzer said, “The MENA region is still largely shaped by the big network agencies, and that’s something I’d love to help change.”
“ICOM has the credibility, the case studies and the proof that independents can deliver outstanding, ambitious work for global clients. What’s amazing is the breadth of expertise sitting inside the ICOM network—agencies across categories and geographies who can become real,” he added.
Having joined ICOM in 2025, Hetzer quickly became one of the network’s most active and engaged members.
Joining him on the board are Brenda Moller, CEO of Mexico City-based independent agency Provoking, and Gustavo Quiroga, Founder and CEO of Agencia Quiroga. Both appointments took effect immediately following approval from ICOM members.
The addition of Moller and Quiroga marks a milestone for the Latin America and Caribbean region, which now has two dedicated board representatives for the first time, underscoring the region’s growing influence within the global network.
Commenting on the appointments, Emma Keenan said, “Great boards are built on trust, expertise, and a genuine desire to contribute — and that’s exactly what Steven, Brenda, and Gustavo bring.”
“I’ve had the privilege of watching each of them lead their agencies through real challenges and real opportunities, and what stands out every time is the quality of their thinking and the generosity with which they show up for others,” she added. “Their appointment is good news for every ICOM member, because the stronger our board, the stronger the opportunities we can create together.”
Meanwhile, Bob Morrison, Chairman of ICOM and Chairman of Morrison in Atlanta, said, “Adding Steve Hetzer, Brenda Moller, and Gustavo Quiroga to our board reflects ICOM’s deep commitment to where this network is going. Between them, these talented agency leaders bring fresh thinking, real on-the-ground expertise, and a strong leadership presence in two of the world’s most dynamic regions – MENA, and Latin America and the Caribbean. For our members, this means a board that is more connected, more capable, and more invested in the growth of independent agencies everywhere. I couldn’t be more energized about what comes next.”
The board transition also marks the departure of José-Luis Alvarez, Hazem Hussein, and Patrick Walhain, who served the organization in various leadership capacities, with Walhain contributing to the board for more than three decades.
