(L to R: Kareem Monem, managing director of SapientRazorfish; Nigel Vaz, CEO, EMEA & APAC of Publicis.Sapient; Raja Trad, CEO of Publicis Communications)
Publicis Groupe’s restructure last year saw the group being restructured into Publicis Communications and Publicis Media. In addition to the four communications agencies, Publicis Communications also houses Publicis.Sapient, which consists of three agencies Digitas LBi, Sapient Consulting and Sapient Razorfish.
Today, Publicis Communications announced the launch of Sapient Razorfish, which came together globally last year, in the MENA region. Essentially, the new agency is a rebranded Flip and will be headed by its managing director Kareem Monem.
The Dubai-based office will service the entire MENA region and is currently in the process of recruiting new hires from the region and internationally, as well as shuffling existing staff. Monem will report to Nigel Vaz, Publicis.Sapient CEO, EMEA & APAC, who will work closely with Publicis Communications CEO Raja Trad.
Sapient Razorfish has already been working with regional clients that include Emaar and Miral (Yas Island).
Raja Trad, CEO of Publicis Communications MEA, says: “We are witnessing an incredible transformation in our region with our clients all undergoing a digital revolution of epic proportions. Given that consumers are becoming increasingly agile when it comes to digital, the launch of Sapient Razorfish will enable our clients based in the Middle East to benefit from a new breed of digital transformation partner – one that will design and implement relevant solutions at the rapid pace of change dictated by today’s real-time marketplace.”
As of now, the new arm is not looking at expanding to other markets and will continue to service them through its Dubai office.