sweetwater MEA, a brand experience agency in the region has promoted three internal talents to key leadership roles.
CEO Steven Hetzer said: “I looked extensively within and outside the agency and knew that there was nobody be better to lead this agency into the future than those who know the team, this region and our clients best.”
William McFadden marks his eighth year at sweetwater with a promotion to Client Servicing Director, where he will lead both advertising and experiential account teams and help brands deliver bigger impact.
Known for being a go-to problem solver and a goal-oriented partner, he will continue to help brands maximise their investment while delivering on the agency’s growth goals.
Kholoud Hafsi steps up to Events & Operations Director, where she will bring her wealth of experience including Coca-Cola arena and Expo 2020.
She will serve an integral role in streamlining operations and processes to level-up and expand the agency’s formidable branded events division. Overseeing a team including production, operations, and project management focusing on efficiency and impactful consumer experiences that make doing the impossible look and feel easy.
Usman Saleemi, levels up to Executive Creative Director, where he will continue to define the agency’s engagement-oriented model.
Alongside his ECD role, he moves to become the agency’s first Partner after founder and CEO Steven Hetzer.
Saleemi consolidates and strengthens the creative and strategic heartbeat of the agency, providing a balanced team at the helm dedicated to expanding the breadth and efficacy of its rather unique offering.
“It’s an honour to help lead an agency with the ability to dream big and then actually deliver concepts that live at the edge of possible. I can’t wait to show the market what we can do for both brands and people as we continue to ‘pleasantly disrupt’ new markets, passion points, subcultures, and industries.” adds Usman Saleemi.
Their landmark creative work includes Fenty Beauty, Cadillac, adidas, Maybelline, Hyundai, Mashreq and more.
CEO Steven Hetzer signs off the announcement with, “Within this homegrown agency lies the essence of the new Middle East – a spirit characterised by ambition, confidence, and a pioneering attitude poised to challenge the status quo – and we are ready to write the next chapter.”
