Antonio Boulos, President MENA, Frontline BPNAntonio Boulos, President MENA, Frontline BPN, has been recognised on Campaign Middle East’s 40 Over 40, which honours leaders who have shaped the regional brand and marketing industry over the past 15 years and more.
This is not a ranking. It is the first edition of an annual platform created to spotlight senior industry figures aged 40 and older. They represent different disciplines and different leadership styles but are all builders of brands and businesses. These have been recommended as caretakers of client trust and custodians of culture. The 40 over 40 list celebrates the people who have moved the needle – not for a season or for a single campaign cycle, but for several years.
Antonio Boulos‘ career started in 1995, and he was fortunate to be exposed to communications across the board – creative, media, financial PR – before the disciplines siloed off. He settled into media planning and investment management in 2009, but that early cross-exposure stuck with him: he keeps the big picture in mind no matter the discipline.
When digital went mainstream and became the dominant channel by 2015, it rebooted his passion in media. Now AI is doing it again. What strikes him is that both transformations were media-led before reshaping everything else. He’s glad that he bet on media as it put him at the forefront of both.
He joined MCN KSA as account executive in 1995, became country manager after seven years, and departed in Q1 2009. He then served as MENA CEO at Dentsu (Aegis Media) until the end of 2010 before joining Horizon Group as President MENA at Frontline BPN in January 2011.
TOP ACHIEVEMENTS OVER THE PAST 12 MONTHS
The first nine months were business as usual, with our agency delivering another record year commercially – a result we owe to our clients and an exceptional team. The final three months demanded a different approach, as we worked to address the impact of recent political events on our clients’ businesses.
Each sector was affected differently, so we developed customised solutions tailored to individual challenges. This called for composure and fresh thinking as we built a new approach together. The process was genuinely collaborative, and most clients embraced new tactics willingly.
All things considered, the outcome was mutually rewarding. We also completed the roll out of a multi-phase artificial intelligence (AI) adoption roadmap, transforming our agency into an AI-native organisation and integrating AI across all functions.
