From left, Nassib Boueri, Head of WPP Creative, and Santiago Sánchez-Lozano, CEO, EMEA, WPP Production.Nassib Boueri, CEO, VML MENA and WPP MENA RHQ CEO has been chosen as head of WPP Creative, which brings together under a single umbrella WPP’s creative agency brands, including VML, Memac Ogilvy, AKQA, Burson, Landor and Design Bridge & Partners, across the Middle East region.
In his new role, Boueri will report in to Ewen Sturgeon, who was appointed as the EMEA Chief Executive of WPP Creative in April 2026.
Boueri has been at the helm of VML MENA for more than three years, and is an industry veteran with more than two decades of experience. Through the past year, Boueri has led VML MENA to several regional and global wins, including winning MENA Network of the Year at Dubai Lynx, bringing home seven Lions from Cannes in 2025, and leading the field with several Gold and Silver trophies at the Athar Awards in Saudi Arabia for its work with stc, Hungerstation and the Kingdom’s Public Investment Fund (PIF).
The move follows WPP’s decision to create a new entity, called ‘WPP Creative’ in February 2026. At the time of initial reportage, WPP told Campaign that it chose not to comment on the story, first reported by the Financial Times.
Boueri also serves as the President of the International Advertising Association.
Meanwhile, WPP Production, WPP’s unified global production company that includes Hogarth, has promoted Santiago Sánchez-Lozano to Chief Executive Officer for the EMEA.
In his new role, Sánchez-Lozano will lead WPP Production across Europe, the Middle East and Africa, driving growth in one of the industry’s most dynamic and demanding regions.
He will focus on helping clients reimagine content creation for the AI era by combining human craft with advanced technology, operational scale and deep, regional expertise.
Sánchez-Lozano brings more than two decades of experience in digital innovation, production, operations and business growth to the role.
His priorities for EMEA will include accelerating the adoption of AI across production workflows, expanding virtual and hybrid production capabilities, investing in local and regional talent and advancing connected production solutions powered by WPP Open.
He will also work closely across WPP’s creative, media and technology ecosystem to deliver smarter, faster, and more effective content for clients.
