(left: Antoine De Trogoff; right: Tom Hardstaff)
The digital agency has appointed Antoine De Trogoff as regional strategy and content director in early November and Tom Hardstaff as regional strategy director in mid-September.
Both were previously at Mediacom in the UK.
The company says “there was no specific intent to hire senior media professionals from Mediacom UK,” adding the hires are not part of an effort to expand a particular department.
De Trogoff will play the strategic lead on L’oreal brands while being responsible for the setup of UM Studios, the network’s branded content division in the region; due to launch in 2015.
”The last few years have seen numerous changes in our industry with the role of content completely challenging our business, it is such an exciting time to join the region and support UM’s growth and I am thrilled to be part of such a vibrant agency,” says De Trogoff in a press statement.
Hardstaff’s main responsibility at UM MENA is to support the Coke team with strategic direction. His current focus is the development and implementation of the MENA Coke workshops, “which will be pulling together the local markets to align output,” says the company in the statement.
“The challenges Coca Cola face in the MENA region differs to that of other international markets but with an innovative agency approach to our strategic direction, we have the opportunity to deliver remarkable engaging consumer campaigns and ultimately reposition Coke as the number one drinks brand in the region,” says Hardstaff in the statement.
