Big moves in Dentsu MENA

Abdallah Bibi (L) and Jad Noujeim (Credits: Dentsu)

Dentsu has announced the appointment of Abdallah Bibi as Commercial Director – Sports, Gaming and Content Partnerships.

Reporting to Tarek Daouk, CEO of Dentsu MENA, the newly-created  position was created to oversee Dentsu’s regional content and production offerings and  to integrate its offerings across the wider agency.

In his new role, Bibi will be involved in opportunities related to content production, rights distribution, naming and broadcast rights, gaming, anime and sports franchise infrastructure. He will also lead the investments and partnerships to use global entertainment opportunities to target the Middle Eastern gaming community.

Bibi has more than 15 years of regional experience, out which he has spent 11 years with Dentsu’s brands. He previously was the Head of Trading at Ampfili, Dentsu‘s media investment arm.

Abdallah Bibi, Commercial Director – Sports, Gaming and Content Partnerships said: “We are uniquely positioned to unlock new revenue opportunities for sports franchises, content producers and our clients.

We will also be looking to create, enhance and invest in authentic gaming experiences for our clients in publishing, creator worlds, anime and e-sports.

There is huge potential to produce transformative work in this space in our region, and I can’t wait to get started”.

Dentsu has also announced that Jad Noujeim, former Group Trading Director at Carat, will take on Abdallah’s previous role as Head of Trading along with his responsibilities to lead Amplifi MENA.

Noujeim has more than 16 years of experience and a decade with Carat and most recently led the media agency’s trading division.

Jad Noujeim, Head of Trading, Amplifi MENA said: “I’m thrilled to be leading our trading division into new horizons within the dynamic MENA media landscape.

My focus will remain on cultivating strong partnerships, while leveraging deep industry insights and client-centric strategies to deliver on Dentsu’s commitment to excellence and ongoing advancement.”

Tarek Daouk, CEO, Dentsu MENA added: “Dentsu Japan has an exceptional history in Entertainment and Sports as critical players in major sporting events and properties, as well as having a vast array of film, television, gaming, and anime experience.

Dentsu’s content business is one of its true differentiators and as anime, gaming and sports continue to generate enthusiasm in MENA, particularly among Gen Z audiences, I’m excited for us to build a compelling regional offering in this space with Abdallah at the helm.

Jad is also extremely well placed to lead Amplifi going forward, bringing together innovations, capabilities, and expertise to unlock new opportunities for our partners and clients.

Congratulations to them both, I wish them every success in their new roles.”

Dentsu MENA, in partnership with the Japanese company Dentsu Anime Solutions Inc, will also be introducing new opportunities in the region with anime licensing and merchandising to broadcasters, streaming platforms, games, merchandising and events.