From left, Rita Boulos, GM of OMD Egypt, and Raeif Hassan, Deputy GM of OMD Egypt.Effective immediately, OMD Egypt has promoted Rita Boulos to the role of General Manager and Raeif Hassan to Deputy General Manager, ensuring a whole new management team under OMD Egypt’s CEO Tarek Jaffar. The announcement coincides with OMD’s new positioning and branding, which features a refreshed visual identity and a modernised version of OMD’s signature red logo.
In their new roles, Boulos and Hassan will support CEO Tarek Jaffar and OMD Egypt’s teams in articulating and realising the vision encapsulated in OMD’s new positioning “We Create What’s Next”. Their roles will encompass building teams, innovating with both structure and services, and capitalising on the agency’s values and points of difference. They will also focus on enhancing media excellence and boosting their clients’ market and brand performance.
Commenting on the appointments, Jaffar said, “Rita and Raeif not only deserve these leadership roles on the strength of their performance to date but clearly have the potential and the talent to achieve so much more through them. Their extensive experience, strategic vision, and passion for media excellence will further strengthen OMD Egypt’s position in the market and drive continued success for our clients.”
“Together, we will also inject even more meaning into our values and culture as they do so much to rally and unite our people behind a shared goal with clarity and commitment,” he added.
Previously the agency’s Integrated Associate Director, Boulos joined OMD five years ago. Through her time at the agency, she has proved instrumental in driving the success of her team. With more than a decade of experience working with prestigious clients such as P&G, Heineken and Mars, Boulos is recognised as a leader in planning excellence, media performance and impressive business results.
A dual citizen of Japan and Egypt, Boulos relies on a unique cultural perspective to understand consumer behaviour. To meet the expectations of more discerning and demanding consumers, she has leveraged insights and innovative strategies that have driven engagement and business success.
Meanwhile, Hassan handled a major portfolio of accounts in his previous role as a Business Unit Director during the past three years at the agency. With more than 14 years of industry experience, Hassan has worked in both offline and online media, across multiple markets, including Egypt, Qatar and the UAE, as well as across multiple sectors, including FMCG, luxury and retail, banking, finance, and automotive.
His strategic and analytical mind has helped him achieve great results in marketing strategy, account management, and business growth for brands as diverse as PepsiCo, Majid Al Futtaim and the FIFA 2022 World Cup Qatar.
