TITLE: Chief Operating Officer, OMG MENA
YEARS IN THE ROLE: 3 years
YEARS IN THE INDUSTRY: 23 years
YEARS IN THE MIDDLE EAST REGION: Born & raised
POWER ESSAY: Bold leadership for an industry in flux, by OMG MENA’s Wissam Najjar
There’s a narrative out there that suggests media agencies are on the decline, rendered obsolete by the rise of automation, programmatic buying, and direct-to-consumer models. But the reality couldn’t be more different.
Far from being unnecessary, media agencies are more essential today than at any point in history. As brands navigate an increasingly fragmented and complex media landscape, they are realising that their success hinges on the expertise, strategy, and innovation that only a trusted partner can provide.
Today’s media landscape has evolved into a labyrinth of platforms, devices, and channels, each governed by its own set of rules, algorithms, and complexities. It’s no longer about simply buying ad space, it’s about mastering an ecosystem that demands seamless, personalised experiences at every touchpoint. Brands are under pressure to navigate a perfect storm of challenges: data privacy concerns, shifting regulations, and relentless technological advancement. This is where media agencies come in, not as intermediaries but as navigators.
Brands need more than just impressions, they must cut through the noise, bring order to chaos, and achieve measurable impact. Whether it’s crafting seamless cross-channel strategies, leveraging data to create personalised experiences, or staying ahead of rapid technological shifts, brands can navigate and thrive in an ever-evolving ecosystem with the right strategic guidance and expertise supporting them.
As the complexities grow, the expectations placed on brands have never been higher. Gone are the days when simply reaching a broad audience was enough. Today’s clients need to reach the right audience at the right time with the right message, and they need to do it in a way that drives tangible business outcomes. This requires not just technology but insight, creativity, and a deep understanding of how to weave together different channels into a cohesive narrative.
This is where the collaboration between clients and agencies becomes essential. Internal teams, no matter how capable, often don’t have the bandwidth or the breadth of expertise and always benefit from the specialised expertise and support agencies provide. By bringing together marketers, data scientists, strategists, creatives, and technologists, both clients and agencies help craft campaigns that are both efficient and impactful. This partnership ensures brands always remain agile and ahead of the curve.
Even with the rapid advancemenrts in data and technology, creativity remains the beating heart of effective media campaigns. While automation may streamline processes and enhance efficiencies, it will never replace the magic of a well-crafted message that resonates emotionally with its audience. In a world flooded with content, creativity is the spark that sets a brand apart and makes it unforgettable.
The media industry today calls for bold leadership, a commitment to push boundaries, take calculated risks, and constantly challenge the status quo. In this evolving landscape, agencies and clients must work hand in hand to embrace new platforms, experiment with emerging technologies, and stay ahead in an increasingly competitive environment. Together, we are not just following trends, we’re setting them, guiding brands through today’s complexities with confidence and vision.
Brands that partner with forward-thinking agencies are better positioned to adapt, innovate, and thrive in a world that rewards boldness and creativity. Media agencies aren’t relics of the past; they are dynamic, essential partners, guiding brands through one of the most complex eras in media history. As the landscape shifts, the value of this partnership will only grow. Today, clients don’t just need a partner who can execute, they need a partner who can lead.
To those who believe agencies are becoming less relevant, I say: think again. The brands and agencies that truly grasp the value of their partnerships are the ones poised to thrive in this new era. Far from fading into irrelevance, media agencies are stepping into a future where our role is not just to survive but to lead the industry forward with vision, creativity, and purpose.
CAREER HIGHLIGHT
Defying the odds and redefining resilience. The past two years didn’t just bring challenges, they tested the core of our business amid global and regional economic turmoil. But in the upheaval, we found our greatest opportunities. My proudest moment was seeing OMG not just survive the storm, but come out stronger, more innovative, and more determined than ever. We didn’t just adapt, we reinvented ourselves, sharper, bolder, and more relentless than ever. We tore down the old playbook, executed fearless strategies, and delivered unprecedented value to our clients. Leading a team that transformed adversity into a launchpad for success has been a defining point in my career.
RAPID FIRE
Focus for the next 12 months?
Redefine excellence and own tomorrow.
Buzzword we need to kill?
It’s time to retire digital transformation, we’ve already transformed, now let’s innovate and redefine the game!
Marketing needs to prioritise?
Balancing the focus on short-term performance while preserving and enhancing long-term brand equity.
Marketing needs to change?
Stop playing it safe and start breaking the rules.
Top lesson learnt in 2024?
Comfort breeds complacency; discomfort drives growth.
What worries you the most?
Stagnation.
Biggest blessing in your life?
Relentless ambition and a supporting family that fuels it.
Value/principle that matters the most?
Accountability without excuses. No blame, just responsibility.
Next travel destination?
Amalfi Coast.
What is your pet peeve?
Arrive late, and you’ve already lost me.
Who do you look up to?
Omnicom’s visionary “Shark”. His relentless pursuit of perfection, fearless determination, and ability to push limits inspire me every day.
Favourite restaurant in the Middle East?
Cipriani, Dubai
What are you reading?
‘Relentless’ by Tim Grover, delves into what it truly takes to be unstoppable in any journey.
Favorite hobby?
Padel.
Top tip?
Impossible is nothing: If it’s not impossible, you’re not dreaming big enough.
