AOTY 2025: SOCIALEYEZ’s Tarek Esper on winning Head of Agency – Digital

Tarek Esper, Managing Director of SOCIALEYEZ was named Head of Agency – Digital at the 2025 Campaign Agency of the Year Middle East awards.

Jurors commended his submission, saying: “The entry provided robust evidence of deep client relationships, and tangible business development momentum, with clear case studies, testimonials, and visual evidence as well as supporting materials.”

In this interview, Tarek Esper reflects on his win in conversation with Campaign Middle East. 

How does this award reflect the way leadership has developed over the past year?

This award really shows how leadership has shifted from being about big, intense moves to steady, clear guidance. Over the past year, the focus has been on making things simple and removing obstacles, so people can take the lead with confidence. It’s less about being loud and more about being consistent and present; showing up, making the tough calls, and trusting the team. This recognition reflects a quieter, more supportive leadership style and how powerful it can be in helping everyone perform at their best.

What is the proudest moment from 2025, and what’s the key takeaway?

Honestly, the proudest moment wasn’t one specific win, but watching the whole agency grow stronger together. Seeing different teams step up, new leaders come forward, and the business thrive across all areas was really rewarding. The award is a reflection of that collective effort, not just a single person’s success. The big lesson? When you invest in people, culture and structure all at once, momentum happens naturally. That’s what makes success feel real and lasting, rather than rushed or fragile.

How is the tension between short-term performance and long-term ambition navigated?

That tension is always there, especially in an industry where quick results are expected. The key is balancing immediate priorities with a clear long-term vision. Not every opportunity fits the bigger picture, and not every fast win is worth it. Focusing on steady progress, rather than noise, helps keep the team grounded and accountable. When people understand why we’re pushing, they’re more motivated to deliver now while keeping an eye on where we want to be.

Where does bold or unconventional thinking fit into growth conversations today?

Bold thinking is at the heart of how growth happens today. The market is crowded, clients expect more, and the old ways don’t always cut it anymore. We’ve learned that real growth comes from questioning how we do things, whether it’s our structure, services, or how we work together. It’s not about taking reckless risks but making smart, informed bets. Often, the biggest breakthroughs start with challenging ourselves internally before they show up in the work we do externally.

What responsibilities do leaders carry as the industry adapts to new tools, structures, and expectations?

Leaders today need to guide change with both clarity and empathy. New tech, especially artificial intelligence (AI), can be exciting but also overwhelming. It’s important to frame these changes as opportunities, not threats, and focus on learning and growing rather than quick fixes. Protecting culture during change is just as important, making sure no one feels left behind. Adapting isn’t just about tools, it’s about mindset, communication and building trust. How change is handled often makes all the difference.

What skills or mindsets will define effective leadership for 2026?

Looking ahead, leadership will demand being adaptable, self-aware and decisive. The ability to stay calm when things are uncertain and simplify complex situations will be key. Emotional intelligence will matter as much as strategic thinking, especially as teams navigate ongoing change. Leaders will need to be confident in saying no, keeping focus, and prioritising long-term health over short-term distractions. Above all, authenticity will be the cornerstone; people follow leaders they genuinely trust, not those who just wear a title.