Media veteran with two decades of experience takes the wheel as Initiative doubles down on the Kingdom, aligning its growth with Vision 2030.
Initiative, the global media agency under Middle East Communications Network (MCN) in the MENAT region and part of Omnicom, has appointed Darine Elkaissi as Managing Director for Saudi Arabia, a leadership move that signals just how seriously the agency is betting on the Kingdom. The appointment strengthens Initiative’s operation in one of the region’s most competitive markets and accelerates the digital transformation of its client offering.
Elkaissi brings more than 20 years of experience spanning creative and media agencies, client-side marketing, and the media owner community, including senior leadership roles at WPP Media and VML. She has helped launch and scale some of the Kingdom’s most prominent national projects and PIF entities, built high-performing teams from the ground up, and built lasting trust with senior clients across government, telecom, FMCG, and financial services.
In her new role, Elkaissi will steer Initiative’s strategy and operations in Saudi Arabia in step with Vision 2030, driving client growth and new business, advancing integrated, data-led media capabilities, and building out the strongest local talent bench in KSA.
Lara Arbid, CEO of Initiative MENAT, said: “Darine’s career is defined by scaling businesses, turning client ambition into results, and nurturing high-performing teams. She carries a particularly deep understanding of the Kingdom, its culture, and its people. With her clear strategic vision, our agency is poised to accelerate its growth, compete at the highest level, and set a new benchmark for innovative work in the market. Her arrival adds strength to our regional leadership team, and I have every confidence in the chapter she will lead.”
Elkaissi added: “I am honoured to lead Initiative in Saudi Arabia, a market I am proud to call home and one undergoing a transformation. I see an exciting opportunity to bring strategic vision and a collaborative spirit to the work ahead, turning bold ideas into meaningful action and helping shape the future of media and culture in the Kingdom. With an exceptionally talented and diverse team beside me, I look forward to putting our shared expertise and energy into creating lasting impact.”
Elkaissi’s work has been recognized at leading regional and international awards festivals, and she was named among the Global 200 Women Power Leaders in 2025. She also lectures at Boston University and Pine Manor College, and is a committed advocate for female empowerment and developing the next generation of talent.
