Campaign’s Media Faces to Watch 2020 – Mulham Hayek, Digital media buyer, Apco Dubai

Campaign’s Media Faces to Watch 2020 – Mulham Hayek, Digital media buyer, Apco Dubai

Age: 29

Imad Lahad, senior director, head of APCO AI Comms Lab: Mulham is a paid media lead who has been working with the digital team for more than two years. He has successfully managed more than 100 digital campaigns and has been working with our clients across the MENA region to provide the best advertising solutions by recommending 360-degree approaches so they can reach their desired audiences across all channels. Mulham’s skills are not just limited to paid media; he has been working with the analytics team and client servicing to support the teams during events with social media coverage and post-event reports. He has contributed to many award-winning campaigns with his integrated communications skills and expertise.

Career highlights

I began my journey about 10 years ago, with the last six of them focused in digital media and advertising. Digital media consumes my time during and after work, whether I’m learning about new technologies or reading up on campaigns that push the envelope. Being part of the digital media team at Apco Worldwide, I’ve had the chance to work on great accounts. Some of the work I’m most proud of is our #ItAffectsYou campaign for the Ministry of Climate Change and Environment. It won an award for new technology used in media buying, which was pretty awesome. And being part of the Pope’s visit to the UAE was also very rewarding, especially due to the amazing team spirit that I felt throughout the entirety of the project and being part of a historic moment for the world.

Guiding principles

My cousin always told me: “Always approach life with simplicity, no matter how complex it may seem, and smile at the beginning and end of each day – it’ll put you in a good mood, without even realising it.”

Dream job

An astronaut. I’m fascinated by space and its hidden secrets. I think it’s incredible to see how much humanity has discovered in just a few centuries of science. Being born and raised in the UAE, I’m looking forward to seeing the Hope probe launch this summer!

Side hustle

Giving back is very important. On the weekends, I conduct digital media courses with an institute open to everyone and have had all kinds of students attend – university level and working professionals. It’s very rewarding to see the class engage and get excited about the lesson and it also gives me a chance to meet new people and cultures.


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