Dubai, UAE – December 5, 2025 – Samsung Electronics MENA has finalized its regional media agency review, announcing a dual-agency framework that brings Publicis Groupe and dentsu together to jointly oversee its media planning and buying strategy across the region.
The evaluation, launched earlier this year, underscores Samsung’s continued focus on strengthening media effectiveness, improving performance-led outcomes, and building a resilient, future-ready marketing structure for MENA.
Omar Saheb, Regional CMO, Vice President of Marketing & Online Business, Samsung Electronics MENA said, “Publicis has been instrumental in Samsung’s growth, and we sincerely appreciate their dedication, collaboration, and performance over the years. As we evolve our marketing model, we are excited to continue this partnership while welcoming Dentsu into our new dual-agency structure. Both agencies have demonstrated outstanding capabilities, and we have set bold expectations for how media will contribute to growth in 2026 and beyond. Together, we aim to unlock stronger results, accelerate performance, and elevate Samsung’s leadership in the region.”
Bassel Kakish, CEO of Publicis Groupe Middle East & Turkey said, “Samsung has been a valued partner for many years, and our partnership remains strong. Through this collaborative dual agency model, we will capitalise on our talent, capabilities and regional expertise to drive continued growth for Samsung and continue to deliver on our shared ambition for bold results and impact across the Middle East and North Africa.”
Tarek Daouk, CEO dentsu MENAT, said, “Winning Samsung’s media mandate is a defining moment that showcases the strength of our network. Our team developed a strategy grounded in data, innovation, and a profound understanding of each markets’ dynamics. We are proud to have earned Samsung’s trust and to partner with them in their growth-focused transformation.”
As part of the new structure, Samsung will divide regional responsibilities between the two networks, organizing MENA markets into specific clusters for Publicis Groupe and dentsu. This approach is designed to balance expertise, ensure agility, and maximize specialized capabilities across each market. Both agencies will work toward delivering unified measurement, seamless coordination, and strong integration across the region.
The transition process begins immediately, with Samsung’s central and local teams collaborating closely with both agencies to maintain continuity and uphold consistent performance throughout the rollout.
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