Initiative, a global media agency under the Middle East Communications Network (MCN), has announced the appointment of Amine Adem as General Manager for its UAE operations.
Adem brings more than 15 years of experience in research, insights, and client leadership across the MENA region. Over the course of his career, he has held senior positions at agencies including Ipsos, Mindshare, and most recently Publicis Groupe, where he served as Business Lead. In that role, he managed a wide-ranging portfolio of clients spanning the banking, retail, consumer packaged goods, hospitality, and government sectors.
In his new position, Adem will oversee Initiative UAE’s strategic direction and operations, with a focus on driving growth and enhancing the agency’s offering in a rapidly evolving media landscape. His remit includes strengthening client partnerships, advancing innovation in media planning and investment, and further developing the agency’s capabilities across key industries. He will also work to foster a culture that supports creative thinking, collaboration, and talent development within the UAE team.
Speaking on his appointment, Adem said: “Today’s media must move culture, not just metrics. In a region where trends evolve overnight, brands win when they turn data into meaningful participation. I’m proud to lead a team that doesn’t just optimise performance, but shapes relevance, grounding every decision in both human insight and business impact. Together with our clients, we will push the market forward, proving that effectiveness is earned in culture before it’s measured on dashboards.”
Lara Arbid, CEO of Initiative MENAT, added: “Amine’s proven track record in driving growth, managing complex portfolios, and inspiring high-performing teams makes him the ideal leader to accelerate our growth ambitions at Initiative UAE. His deep understanding of the regional landscape, combined with his strategic vision and collaborative leadership style, positions us to further strengthen our market leadership and deliver greater value for our clients.”
Adem’s appointment underscores Initiative’s continued investment in leadership talent as it looks to expand its capabilities and reinforce its market presence across the UAE.
