Dubai, UAE — Samsung Electronics MENA has completed its regional media agency review and announced a new dual-agency model that will see Publicis Groupe and dentsu jointly handle media planning and buying responsibilities across the Middle East and North Africa.
The review, launched earlier this year, is part of Samsung’s broader strategy to strengthen media excellence, improve performance accountability, and future-proof its marketing operations in the region.
Omar Saheb, Regional CMO and Vice President of Marketing & Online Business at Samsung Electronics MENA, said the new structure builds on long-standing partnerships while bringing in fresh capabilities. “Publicis has been instrumental in Samsung’s growth, and we sincerely appreciate their dedication, collaboration, and performance over the years. As we evolve our marketing model, we are excited to continue this partnership while welcoming Dentsu into our new dual-agency structure. Both agencies have demonstrated outstanding capabilities, and we have set bold expectations for how media will contribute to growth in 2026 and beyond. Together, we aim to unlock stronger results, accelerate performance, and elevate Samsung’s leadership in the region.”
Publicis Groupe, which has managed Samsung’s media mandate for several years, reaffirmed its commitment to the partnership. Bassel Kakish, CEO of Publicis Groupe Middle East & Turkey, said: “Samsung has been a valued partner for many years, and our partnership remains strong. Through this collaborative dual agency model, we will capitalise on our talent, capabilities and regional expertise to drive continued growth for Samsung and continue to deliver on our shared ambition for bold results and impact across the Middle East and North Africa.”
Dentsu MENAT, which now joins Samsung’s media roster, emphasized the significance of the win. Tarek Daouk, CEO of dentsu MENAT, said: “Winning Samsung’s media mandate is a defining moment that showcases the strength of our network. Our team developed a strategy grounded in data, innovation, and a profound understanding of each markets’ dynamics. We are proud to have earned Samsung’s trust and to partner with them in their growth-focused transformation.”
Under the new arrangement, Samsung will divide MENA markets into clusters split between Publicis Groupe and dentsu to ensure specialization, balance, and agility across its media operations. The company says the structure is designed to maximize each agency’s strengths while improving integration and performance across the region.
The transition process begins immediately. Samsung said both agencies will work closely with its central and local teams to ensure smooth onboarding, maintain continuity, and deliver unified measurement across all markets.
