Nagib Badreddine has taken over as CEO of Y&R MENA.
He takes the reins from Nassib Boueri, who has held the duel roles of CEO of both Y&R and Wunderman since March 2010. Boueri will now concentrate solely on Wunderman.
Badreddine arrives from JWT in Beirut, where he was chief strategy officer for the group. The appointment represents a return to Dubai for Badreddine, having been based in the emirate until 2005.
Joseph Ghossoub, chairman and CEO of Menacom, the holding group that includes agencies such as Y&R, Wunderman, MEC and Asda’a Burson-Marsteller, said the appointment of Badreddine was an integral part of his plans to take the agency and the wider holding group forward over the course of the coming year.
“Above the line is changing and this will be the main focus for the next six months,” said Ghossoub. “We are having to re-think the way we do ATL, to re-think how we take Y&R forward. We will certainly be focused more on Saudi Arabia and countries like Egypt now that the situation is beginning to return to normality. We are also looking at Iraq.”
Badreddine added: “Saudi will be at the heart of my focus. I’m beginning a tour of the network to meet the people, our clients, and to see how Y&R is performing in each market. My focus will very much be on a network level.”