Global advertising giant WPP is consolidating its creative operations across the GCC and MENA region, in line with similar restructuring efforts in other international markets. The newly consolidated creative business in the region will operate under the leadership of Nassib Boueri, who currently serves as CEO MENA for VML and WPP RHQ, sources told Communicate.
Boueri was appointed CEO of VML MENA following the integration of Wunderman Thompson and VMLY&R at the end of 2023. He oversees teams across 10 markets in the Middle East and North Africa, leading multidisciplinary experts spanning creative, technology, data science and communications.
Industry sources said the consolidation is aimed at streamlining WPP’s creative offering in the region while strengthening integrated capabilities for regional and global clients.
Before leading VML MENA, Boueri served as CEO of Wunderman Thompson MENA, where he played a key role in expanding relationships with international, regional and local clients. His work has earned recognition at leading global award shows for strategic innovation and measurable business growth.
Beyond his corporate role, Boueri has remained active in the regional communications industry. He has served on the board of the UAE chapter of the International Advertising Association (IAA) since 2006 and was elected president of the chapter in November 2023. He has also participated in mentorship initiatives run by the Dubai Chambers.
