Wavemaker MENA was awarded the Media Agency of the Year 2024 title at the Campaign Agency of the Year Middle East Awards.
Part of the Agency Speciality Categories, the Media Agency of the Year award celebrates agencies who specialise in media while showcasing outstanding business growth, a strong workplace culture, effective leadership, and a commitment to diversity and inclusion in 2024.
Marc Ghosn, CEO at Wavemaker MENA shares his reflections post the agency’s award win.
How does this award reflect the culmination of your efforts in 2024?
This award is a true testament to the extraordinary efforts of our team and the culture of collaboration we’ve built. Over the past year, we’ve transformed Wavemaker MENA with the support of GroupM MENA practices, delivering standout campaigns like AI-driven solutions for clients such as Perfetti Van Melle; commerce strategies for L’Oréal; and esports for Mentos. All the while strengthening client trust. All this in a single year reflects the power of teamwork and our commitment to excellence.
As you soak in the win, what top learnings from 2024 will you take into the year ahead?
Fast adaptability and embracing disruption have become the new normal. This year, we successfully leveraged latest technologies like AI, Amazon Live Commerce, and our outcome-based influencer solution GOAT, while capitalising on emerging trends in sports marketing and esports. These innovations not only helped us deliver tailored solutions but also drove multiple client success stories. Agility and alignment alongside our client goals were key drivers of success.
How has the balance between purpose and profits contributed to your successes over the past 12 months?
Our guiding principle of ‘Positive Provocation’ enables us to drive meaningful growth for our clients while staying true to the values that matter most to them. Balancing purpose and profits has always been a key factor to our success. By aligning our strategies with our clients’ purpose, we’ve been able to craft campaigns that don’t just drive financial success, but also resonate with audiences on a deeper, more emotional level.
Whether through sustainability initiatives or socially responsible campaigns, we are proving that purpose can be a powerful contributor to profit. Both we and our clients share a common purpose: to add genuine value
to people’s lives. This alignment has been pivotal in driving both brand loyalty and financial returns over the past year.
What do you think the industry needs to change or fix on priority in the months ahead?
Transparency and sustainability are critical. Consumers demand accountability and ethical standards, and the industry must respond by prioritising clear communication, adopting greener practices, and driving inclusive marketing. Stronger collaboration between agencies, clients, and tech providers is also essential to ensure innovation serves real needs. As we’ve seen with Amazon Live Commerce and our GOAT influencer solution, partnerships drive impact when executed transparently and purposefully.
In your opinion, what do consumers really want, and how can agencies help brands meet this need?
Consumers increasingly seek authenticity, convenience, and personalisation. They want brands to understand their values, speak their language and deliver relevant experiences. Instead of simply localising global campaigns, the future of effective marketing lies in developing ‘homegrown’ campaigns that are deeply rooted in local insights. By focusing on the specific needs, values, and cultural nuances of a particular market, brands can create more authentic, relevant, and resonant messaging. This approach fosters stronger connections, builds trust, and ultimately drives better results, as it speaks directly to the audience’s unique lived experience, rather than relying on a generic global message.
What are the key facets to securing client wins and sustaining client retention?
Trust, innovation, and collaboration are essential. A deep understanding of client challenges and delivering tailored solutions that meet business goals.
What are your agency’s New Year’s resolutions for 2025?
In 2025, we aim to accelerate our momentum. This means continuing to innovate, fostering deeper client partnerships, and putting people at the centre of everything we do. We’ll focus on building a collaborative culture, living by our values, and delivering purpose-driven solutions that drive meaningful change.
