From left, Mazen Mroueh, Head of Retail Media & Partnerships, Publicis Media; Chirag Galundia, Head of Commerce, Publicis Media; Emrah Adsan, Co-Founder and CEO, GoWit; and Tony Wazen, CEO, Publicis Media Middle East.Publicis Media Middle East, part of the French multinational advertising and communications holding company Publicis Groupe, has revealed a strategic partnership with adtech provider GoWit, to scale commerce and retail media across the Middle East, North Africa and Turkey (MENAT) region.
This partnership brings together GoWit’s AI-first retail media technology, GoWit One, with Publicis Media’s regional scale, advertiser demand and strategic expertise, accelerating the operational efficiency of retail media for retailers, agencies and brands.
By integrating Publicis Media’s portfolio of global and local brands into GoWit’s premium retail media inventory, the collaboration creates a high-velocity connection between brands and shoppers across key markets, including Saudi Arabia, UAE, Egypt, Lebanon, Iraq and Turkey.
Commenting on the partnership, Tony Wazen, CEO, Publicis Media Middle East said, “Retail media in MENA and Türkiye is entering a more mature phase, where long-term value will depend not only on technology, but also on strong operating models, governance, and execution discipline. Our partnership with GoWit reflects our focus on helping build a more structured and scalable environment for brands and retailers across the region”.
“At the centre of the partnership is GoWit One, GoWit’s AI-powered, agentic AdOps platform designed to solve one of Retail Media’s biggest challenges: fragmentation. The system brings multiple retailers, markets and campaigns into a single unified ecosystem, replacing slow, manual workflows with intelligent automation.”
Connecting brands with high-intent shoppers across key markets
This strategic alliance enables advertisers to launch multi-market campaigns with speed and intelligence.
By engaging high-intent audiences at the point of purchase, specifically within FMCG, electronics and home improvement, brands can drive measurable outcomes in the region’s fastest-growing digital environments.
GoWit’s retail partners gain access to incremental demand from Publicis Media’s ecosystem, accelerating monetisation and maximising the performance of premium placements.
On the strategic importance of the collaboration, Emrah Adsan, Co-Founder and CEO, GoWit, said, “This partnership brings together world-class demand and next-gen retail media technology. Together with Publicis Media, we’re building a truly unified and intelligent retail media ecosystem for MENA and Türkiye.”
Mazen Mroueh, Head of Retail Media & Partnerships, Publicis Media, said, “This collaboration reflects our ambition to lead the evolution of commerce and retail media across high-growth markets.
Mroueh added, “By combining advanced AI-powered technology with our regional scale and commercial expertise, we are enabling retailers to unlock new revenue streams and empowering brands to drive measurable growth. It is a strategic step toward building a more consolidated, connected, and sustainable retail media ecosystem across MENA.”
Activating omnichannel retail growth across on-site, off-site, and in-store ads
The partnership enables retailers and agencies to move toward an omnichannel retail media strategy, seamlessly connecting on-site, off-site, and in-store.
It also supports identity-led activation through Publicis Media’s Core ID solution, ensuring privacy-safe targeting in high-intent retail environments. Together, this collaboration allows brands and retailers to:
- Reach addressable audiences closer to conversion
- Measure performance in a closed-loop, privacy-safe environment
- Build more connected and scalable omnichannel Retail Media campaigns
Publicis Media becomes GoWit One’s pilot MENA agency partner
At the centre of the partnership is GoWit One, GoWit’s AI-powered, agentic AdOps platform designed to solve one of Retail Media’s biggest challenges: fragmentation. The system brings multiple retailers, markets and campaigns into a single unified ecosystem, replacing slow, manual workflows with intelligent automation.
As the exclusive pilot agency partner for GoWit One in the MENA region, Publicis Media, will leverage the platform to manage campaigns end-to-end, eliminating up to 98 per cent of the manual AdOps work typically required to operate across multiple networks.
“This partnership strengthens our vision of building a centralised Commerce Command Centre across MENA, bringing together campaign excellence, digital shelf intelligence, and AI-powered optimisation under one unified framework”, said Chirag Galundia, Head of Commerce, Publicis Media.
“Through GoWit One’s AI-driven ecosystem, we move past the complexities of manual campaign management, allowing our partners to focus on high-impact strategy and rapid scaling with a single solution.” added Cemil Toksöz, CSO, GoWit. “Our partnership with Publicis Media is a significant milestone in this journey; together, we are making Retail Media across the region smarter and faster to execute, providing a vital strategic advantage in the dynamic markets of MENA and Türkiye.”
