Rubicom Agency, an independent strategy and creative firm with operations across the MENA region and roots in Beirut and Dubai, has named Roy Nasrallah as its new Group CEO. The move marks a significant step in the agency’s next phase of expansion and its evolving strategic direction in the region.
Nasrallah’s appointment reflects Rubicom’s ambition to broaden its scope beyond traditional communications, positioning itself as a more integrated partner focused on strategy, creativity, and business growth in a rapidly changing marketing landscape.
With over 20 years of experience, Nasrallah brings a diverse background working with multinational, regional, and local brands. He began his career at Nike and has since led marketing, growth, and transformation initiatives across industries such as sports, FMCG, retail, and health and beauty. His experience spans multiple regions, including MENA, Southeast Asia, and North America.
He is known for translating consumer insights into culturally relevant innovations, including leading major initiatives like the launch of the Nike Pro Hijab.
As part of the leadership transition, co-founders Elie Ghanime and Nizar Gerges will take on new roles as Chairman and Chief Growth Officer, respectively. Ghanime will focus on long-term strategy and governance, while Gerges will lead growth initiatives, partnerships, and regional expansion.
Rubicom, originally established in Beirut and Dubai, is entering a new chapter with a sharper market positioning and a more ambitious regional outlook. This shift aligns with broader industry trends, where brands increasingly seek consolidated partnerships that can deliver strategy, cultural relevance, and measurable business outcomes.
The agency continues to offer integrated services across strategy, creative, content, digital, production, social, influencer, experiential, and digital growth. At the same time, it is strengthening its focus on three key areas: consumer insights and research, product innovation and R&D, and market expansion.
These focus areas highlight Rubicom’s broader vision of supporting brands not just through communication, but by enabling deeper consumer understanding, product development, and scalable growth across markets.
Roy Nasrallah, Group CEO, said: “Many agencies in the region still focus primarily on communication. We see our role extending further into consumer understanding, product innovation, and growth across markets. Our ambition is to position Rubicom as the extended marketing partner for ambitious brands across MENA, connecting community and culture with strategy, creativity, and measurable business value.”
In addition to its commercial strategy, Rubicom is also strengthening its commitment to nurturing young talent through a CSR initiative aimed at supporting university students, emerging creatives, and future strategists across the region.
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