Annalect, the data and analytics division of Omnicom Media Group, has announced a new initiative across the Middle East and North Africa (MENA) in collaboration with Snowflake to strengthen martech, AI and measurement capabilities for advertisers in the region.
The initiative aims to help brands unify customer data, improve cross-media measurement and enhance marketing efficiency in a privacy-focused environment. Snowflake’s AI Data Cloud capabilities will support Annalect’s customer data platform, agentic marketing intelligence and measurement solutions for Omnicom Media clients across MENA.
According to the companies, the integration combines Annalect’s expertise in AI, analytics and data engineering with Snowflake technologies such as Cortex AI, Data Clean Rooms and Snowflake Marketplace. The partnership is designed to help advertisers simplify complex marketing ecosystems by connecting fragmented data and improving decision-making across planning, activation and performance measurement.
The companies said the collaboration would enable brands to unify and activate customer data securely, deploy AI-powered marketing solutions and improve operational efficiency through better technology and data integration.
Ahmed Salem, Partnerships Director for the Middle East, North Africa and Turkey at Snowflake, said: “Technology is only as powerful as the business expertise behind its implementation. By combining Snowflake’s AI Data Cloud with Annalect’s deep domain knowledge, we are giving brands in the region a proven blueprint to move beyond the ‘where to start’ phase and begin delivering immediate, measurable impact.”
Dr. Hoda Daou, Managing Director at Annalect MENA, said: “Today’s marketers need more than standalone tools. They need connected systems that help them drive efficiency across data, media and measurement together.
“Coupling Annalect’s solution with Snowflake’s platform brings these capabilities together in a more unified way, helping clients build stronger data foundations, more intelligent measurement frameworks, and greater efficiency and effectiveness across the marketing lifecycle. Ultimately, this is about bringing technology and marketing teams closer together to drive stronger business outcomes.”
Annalect said it would also support brands in building composable data architectures on Snowflake while ensuring data sovereignty and maximising technology investments. The company added that the initiative reflects its growing focus on helping advertisers across MENA harness AI, data and technology to drive business growth.
