Natalie Shardan, Managing Partner, Serviceplan Middle East.Natalie Shardan, Managing Partner, Serviceplan Middle East 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.
Natalie Shardan believes that great agencies are built on great people. Her leadership approach combines commercial acumen with a deep commitment to fostering a culture where creativity, collaboration and talent can thrive. Since joining Serviceplan in 2018, she has helped shape the agency’s growth trajectory, partnering with brands such as BMW Group, Danone, ADNOC, Modon and the Department of Culture and Tourism – Abu Dhabi.
Her efforts have contributed to the agency’s first Cannes Lions win and multiple Dubai Lynx accolades. She began her advertising career in Dubai in 2006 and has led communications for some of the world’s most recognised brands, including Emirates Airline, PepsiCo, Johnson & Johnson, Mondelez, HSBC, Unilever, Pizza Hut and Bloomingdale’s. She is also a respected industry juror, having served on Cannes Lions, Gerety Awards and Shots Awards EMEA.
TOP ACHIEVEMENTS OVER THE PAST 12 MONTHS
Shardan led Serviceplan Middle East to 20 per cent business growth while maintaining high levels of colleague engagement and client satisfaction. A key achievement was successfully defending the Department of Culture and Tourism – Abu Dhabi account in a highly competitive global multi-agency pitch. She also drove organic growth across the clients portfolio and continued strengthening long-term client relationships. Shardan’s leadership contributed to sustained business momentum, a strong agency culture and industry recognition.
CLIENT RECOMMENDATION
Dr. Hamid Haqparwar, Managing Director, AGMC
I have had the pleasure of working with Natalie for the past eight years and consider her far more than an agency leader. She is a trusted business partner. Through her strategic vision, commitment and leadership, we have delivered impactful campaigns, earned industry recognition and successfully navigated challenging periods, including the Covid era. She consistently brings fresh thinking, commercial acumen and genuine care for our business. Her curiosity and willingness to explore new ideas and opportunities make her an invaluable partner.
