Dubai, UAE –26th November 2025: MRM MENAT – part of MCN (IPG) has appointed Andrew Bowyer as Head of Experience & Innovation. This addition to the leadership team reinforces MRM’s commitment to delivering transformative customer experiences for some of the region’s most influential brands.
With over two decades of international experience, Andrew brings a proven track record in bridging the gap between behavioural insight, organisational design, and commercial performance. His appointment reflects MRM MENAT’s deepened focus on partnering with clients to evolve beyond campaign thinking and embed customer experience (CX) as a core growth engine across every touchpoint.
In his new role, Andrew will lead MRM MENAT’s experience strategy, service design, and innovation consulting capabilities, working closely with clients to transform how they engage customers across every stage of the journey. By integrating data, design, and behavioural insight, he will help deliver experiences that are seamless, distinctive, and performance driven. His focus will be on creating long-term value through intelligent customer engagement – reducing complexity, driving loyalty, and strengthening the role of experience as a strategic business driver.
Prior to joining MRM MENAT, Andrew led customer experience and innovation engagements at Publicis Sapient and PwC’s Tourism Centre of Excellence, working with clients including the Abu Dhabi Department of Culture and Tourism, Saudi Ministry of Culture, Miral, Dubai Holding, and Diriyah Company. He also brings global perspective from working with Bose, adidas, and several tourism authorities across Australia.
“It’s an exciting time to return to the region, where organisations are not just investing in platforms, but rethinking how experience drives performance,” says Andrew Bowyer.
“As the lines between selling and serving continue to blur, I’m looking forward to helping our clients create value at every stage, with experiences that are more anticipatory, less effortful, and ultimately more human.”
Karim Slim, CEO of MRM MENAT, commented: “Andrew’s appointment reflects the evolution of our client needs. Today, brands need partners who can shape the experience, not just the message – and that requires a deep understanding of business, human behaviour, and modern technology. Andrew brings all of that. His leadership will elevate how we partner with clients to solve complex challenges and design journeys that deliver both growth and loyalty.”
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