From left (clockwise): Steven Hetzer; Gustavo Quiroga; Brenda Moller.ICOM, the global network of independent marketing and communications agencies, has elected three new members to its Board of Directors.
Amongst the newly elected, sweetwater’s Founder and CEO Steven Hetzer takes the helm as ICOM’s Regional Director for MENA. In this role, he will focus on growing ICOM’s presence across one of the world’s most dynamic and fast-evolving marketing markets.
“The MENA region is still largely shaped by the big network agencies, and that’s something I’d love to help change,” said Hetzer.
“ICOM has the credibility, the case studies and the proof that independents can deliver outstanding, ambitious work for global clients. What’s amazing is the breadth of expertise sitting inside the ICOM network—agencies across categories and geographies who can become real,” he added.
Hetzer joined ICOM in 2025 and quickly established himself as one of the network’s most engaged and committed members.
Brenda Moller, and Gustavo Quiroga were also approved by ICOM members and took up their roles with immediate effect. Moller is the CEO of Provoking, a leading independent agency based in Mexico City and Quiroga is the Founder and CEO of Agencia Quiroga, the largest independent media agency network in Latin America.
Notably, this marks the first time LATAM & Caribbean has had two dedicated board members simultaneously — a reflection of the region’s growing strategic importance to ICOM.
“Great boards are built on trust, expertise, and a genuine desire to contribute — and that’s exactly what Steven, Brenda, and Gustavo bring,” said Emma Keenan, ICOM President & CEO.
“I’ve had the privilege of watching each of them lead their agencies through real challenges and real opportunities, and what stands out every time is the quality of their thinking and the generosity with which they show up for others,” she added. “Their appointment is good news for every ICOM member, because the stronger our board, the stronger the opportunities we can create together.”
Furthermore, Bob Morrison, ICOM Chairman and chairman of Morrison, Atlanta, USA, said: “Adding Steve Hetzer, Brenda Moller, and Gustavo Quiroga to our board reflects ICOM’s deep commitment to where this network is going. Between them, these talented agency leaders bring fresh thinking, real on-the-ground expertise, and a strong leadership presence in two of the world’s most dynamic regions – MENA, and Latin America and the Caribbean. For our members, this means a board that is more connected, more capable, and more invested in the growth of independent agencies everywhere. I couldn’t be more energized about what comes next.”
The transition also marks the departure of José-Luis Alvarez, Regional Director for LATAM & Caribbean; Hazem Hussein, Regional Director for MENA; and Patrick Walhain, Director-at-Large, who served on the ICOM board for more than 30 years.
