Publicis Groupe ME names new CEO of Publicis Communications KSA


Publicis Groupe Middle East has appointed Adel Baraja as CEO of Publicis Communications KSA.

Baraja’s appointment reinforces the agency’s ongoing commitment to accelerating growth within Saudi Arabia, while driving growth, improving collaboration, and expanding capabilities to deliver work for clients.

The role will see him leading the Saudi operations for Publicis Communications which has Leo Burnett and Saatchi & Saatchi within its framework.

He will also be overseeing the integrated growth strategy and cultivating a culture of creativity, innovation and growth within the organisation.

Bassel Kakish, CEO, Publicis Groupe Middle East & Turkey, said: “Adel’s appointment heralds an exciting new chapter for us in Saudi Arabia. With a proven track record of driving success across various industries, Adel’s leadership will be pivotal in shaping our strategies and expanding our footprint in the Saudi market.

“His expertise in navigating complex business landscapes and fostering strong client relationships will undoubtedly drive growth and effectiveness for both our company and our clients. We’re looking forward to seeing Adel’s dynamic approach in action and the tangible results it will bring for all stakeholders”

His appointment will be key in contributing to Saudi Arabia’s communications industry in line with Vision 2030.

His experience in key strategic sectors such as automotive, telecom, sports, tourism, entertainment, and technology, will support companies and government entities in launching campaigns. 

Baraja will also cooperate with educational institutions to help Saudi youth for careers in advertising, media, and digital marketing, nurturing talent for the future.

Commenting on his appointment Baraja, said: “I am honoured to join Publicis Groupe Middle East and look forward to collaborating with our talented team to deliver innovative solutions and exceptional results for our clients. Together, we will leverage our collective expertise and creativity to drive meaningful impact and contribute to the growth and success of our clients and the Kingdom”.

He brings with him 22 years of global advertising and brand-building experience. After spending ten years with advertising agencies based in Germany, Spain and Portugal, Baraja transitioned into tech and export industry, where he led the newly established ‘Promotion & Nation Branding’ sector at Saudi Exports Authority.

During his tenure, he grew the team from 12 to 33 members and grew the Saudi Made portfolio of companies from 20 to over 2,000 companies. 

Before joining Publicis Groupe Middle East, he held the position of Deputy Minister of Investment Promotion at the Ministry of Investment.

In this role, he led the Invest Saudi team in achieving their mandate of promoting Saudi Arabia as an investment destination, attracting investors from around the world. 

In tandem with his professional career, Baraja also ventured into entrepreneurship, co-founding Green Box, a solar-powered hydroponic farming initiative, and later establishing Acrofit Academy, a sports academy which aspires to produce Olympic-level athletes.