WPP is restructuring its creative operations across the GCC and MENA region as part of a broader global consolidation strategy aimed at strengthening integrated creative capabilities and streamlining regional operations.
Under the new structure, the company’s consolidated creative business across the region will be led by Nassib Boueri, who has been appointed CEO MENA, WPP Creative, according to industry sources.
Boueri previously served as CEO MENA for VML and WPP RHQ, where he oversaw regional operations following the merger of Wunderman Thompson and VMLY&R at the end of 2023. In that role, he managed multidisciplinary teams across 10 markets in the Middle East and North Africa, covering areas including creativity, technology, communications and data science.
The regional consolidation is expected to enhance WPP’s integrated service offerings for both regional and international clients while creating a more unified creative structure across the MENA market.
Before leading VML MENA, Boueri held the position of CEO at Wunderman Thompson MENA, where he contributed to expanding partnerships with local, regional and global brands. His leadership and strategic work have received recognition at major international industry award platforms for driving innovation and business growth.
In addition to his executive responsibilities, Boueri has played an active role within the communications and advertising industry in the UAE. He has been a board member of the UAE chapter of the International Advertising Association (IAA) since 2006 and was elected president of the chapter in November 2023. He has also contributed to mentorship and industry development programs organised by Dubai Chambers.
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