Prime Highlights
- Omnicom Media MENA has restructured its operating model as part of a global transformation.
- Wissam Najjar has been promoted to Chief Commercial Officer with an expanded commercial remit.
Key Facts
- The new model integrates strategy, investment, data, technology, and execution into connected functions.
- The restructure covers major agencies including OMD, PHD, Hearts & Science, Hall & Partners, Flywheel, and TRKKN.
Background
Omnicom Media MENA has overhauled its operating model and handed Wissam Najjar an expanded brief as Chief Commercial Officer, as the group moves to bring its commercial capabilities closer together across the region.
The restructure forms part of a wider global transformation underway across Omnicom Media. The group is organising its core capabilities, spanning strategy, investment, partnerships, data, technology, and execution, into connected disciplines that work as part of a more coordinated system.
For MENA, the change is intended to speed up knowledge sharing, sharpen consistency, and strengthen how campaigns are executed across diverse markets.
Najjar steps up from his previous role as Chief Operating Officer. His expanded remit now brings together investment, trading, partnerships, commercial design, investment operations, and forecasting under one function.
Elda Choucair, Chief Executive Officer of Omnicom Media MENA, said the shift is a direct response to a more demanding client 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,” she said.
She added that the next phase is about ensuring the organisation is structured to deliver that consistently across the region.
Johan Boserup, Chief Commercial Officer of Omnicom Media EMEA, said the commercial function has become central to how organisations build advantage at scale. He described the evolution as bringing stronger alignment and more connected ways of working across markets to deliver long-term value.
Najjar said the move accelerates rather than resets what the business has been building. “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,” he said.
The restructure covers Omnicom Media agencies including OMD, PHD, Hearts and Science, Hall and Partners, Flywheel, and TRKKN, all of which remain focused on strategy, planning, activation, and analytics for clients across the MENA region.
