Dentsu Aegis Network MENA has launched a media investment and strategic partnership division called Amplifi. The purpose of Amplifi is to unite the group’s investment management, media partnerships, programmatic buying (AMNET) and content capability functions into a consolidated unit, with data at its core. The primary goal of Amplifi is to deliver maximum performance for the group’s clients by working collaboratively with media, technology and infrastructure partners.

The aim of the new division is to create a more collaborative approach between media, clients and the group, as Amplifi moves all resources under one roof to build a consistent and leveraged buying network.

Michael Nederlof, CEO Dentsu Aegis Network MENA says in a press statement, “It’s an important milestone for us to officially launch Amplifi in MENA. To form that matrix integrating investment management, media partnerships, technology and content empowered by data under Amplifi allows us to leverage the group’s scale and develop innovative solutions for our clients across all of our agencies.”

A new management team has been established with the launch of Amplifi. Simon Woodward, former global head of agencies & media management at Microsoft Mobile Devices, has been appointed to the newly created role of head of Amplifi MENA. Simon’s previous agency experience includes positions at Universal McCann, Group M and Mindshare across APAC. He is also familiar with the Dentsu Aegis Network, having previously held the title of general manager Carat Shanghai. Simon will be based in Dubai and reports to Michael Nederlof working with the teams of Abdallah Bibi, head of trading UAE and Siddhi Dhavale, director Amnet and Digital Buying.

“I am delighted to take this new role to lead such an integrated platform in MENA. With the growing trends of convergence and globalization, agency’s media functionality needs to evolve beyond media efficiencies and rates. I believe Amplifi, which is structured to work collaboratively with our media, digital and technology partners, will bring out the best media performance and business outcomes through a cooperative approach,” says Woodward.