Hicham Berrada, SVP of Global Expansion, AdcitiesAdcities, an adtech firm specialised in out-of-home advertising, has appointed Hicham Berrada as SVP of Global Expansion, bringing on board a highly experienced international adtech executive to lead its next phase of international growth.
In his new role, Berrada will lead the next phase of Adcities’ expansion. The company, headquartered in Florida with its first operations launched in Spain, has already extended its footprint to France, MENA, and Mexico, with Brazil next on the horizon.
This growth pace that makes Berrada’s appointment a clear signal of intent to accelerate and systematise that global market opening.
Commenting on the appointment, Berrada said, “I started my journey at Teads, we were four people in a room with a bet: that the open internet deserved a better advertising model than banners. I learned one thing above all: timing is everything. Today I am joining Adcities as SVP Global Expansion, leading the opening of our operations across the globe. Why now? Because we are at another inflection point, and this one is bigger.”
He added, “Linear TV is losing reach faster than anyone predicted, CTV transformed it, social feeds are overloaded and attention is shrinking, and now LLMs are changing the search dynamic entirely, the zero-click era is already here. We now see brands moving more and more to the one channel that cannot be blocked, skipped or reshaped by AI. The physical world, the real world.”
Berrada joined Teads at its very inception, when the company was three people, and spent more than 16 years helping shape it into the largest open web adtech platform of European origin, reaching 1,800 people across more than 20 countries.
As General Manager France and later SVP Business Development, he led the development of new advertising products and their global deployment across markets worldwide.
Adcities is the company behind OMI (Outdoor Media Intelligence), a proprietary physical-AI model that brings the intelligence and accountability of the digital world to the last channel left to transform: the physical world.
Unlike programmatic DOOH, OMI is not limited to digital inventory. It optimises impact across any format, print, screens, retail media, mobility media, crossing location, moment and environment to find the highest-affinity context for each target. Because on the street, context is everything.
“Bringing on someone who played a key role in building one of the largest international adtech operations out of Europe says a lot about where we are as a company,” said Manuel Ferreira, CEO of Adcities. “Hicham understands that scaling globally is not just about opening offices. It is about building markets.”
