Omnicom Media MENA has announced a new operating model and expanded the role of Wissam Najjar, who will now serve as Chief Commercial Officer, as part of a broader global transformation across Omnicom Media.
The company said the move is aimed at strengthening accountability and improving business outcomes from media investments by bringing specialist talent and capabilities closer together across markets.
According to Omnicom Media MENA, the new structure is designed to facilitate faster knowledge sharing, greater consistency and stronger execution while enabling its agency brands to remain focused on delivering results for clients.
The transformation aligns with Omnicom Media’s global strategy of organising core capabilities across strategy, investment, partnerships, data, technology and execution into specialised and connected disciplines.
The company said the changes further reinforce its centralised operating model and support agencies including OMD, PHD, Hearts & Science, Hall & Partners, Flywheel and TRKKN in delivering capabilities across strategy, planning, activation and analytics.
For clients operating across multiple markets in the Middle East and North Africa, the approach is expected to improve access to specialist expertise, accelerate decision-making and ensure more consistent application of best practices across the region.
As part of the restructuring, Najjar’s responsibilities have been expanded from Chief Operating Officer to Chief Commercial Officer, Omnicom Media MENA. The role will bring investment, trading, partnerships, commercial design, investment operations and forecasting closer together across the business.
Elda Choucair, CEO of Omnicom Media MENA, said: “This is about raising performance expectations in a more demanding environment. As media becomes more complex, our role is not simply to manage investment but to help clients move faster, act with greater confidence and deliver stronger business outcomes. This next phase is about ensuring we are organised in a way that allows us to do that consistently across the region.”
Johan Boserup, Chief Commercial Officer, Omnicom Media EMEA, added: “The role of Commercial has become fundamental in how organisations create advantage at scale. This evolution is about bringing stronger alignment, greater consistency and more connected ways of working across markets so we can deliver long-term value for clients and the wider business.”
Commenting on his expanded role, Najjar said: “Scale only becomes an advantage when it is connected in the right way. By bringing our commercial capabilities closer together, we can move faster, apply expertise more consistently across markets and help clients unlock more value from their investments.”
