Designation: Chief Performance Officer, Publicis Media Middle East
Years in the role: 2 years
Years in the industry: 13 years
Years in the middle east region: 13 years
Other roles / board memberships: IAB MENA Board Member
Power Essay: Leading change the human way
Well, the good thing is that this article is not about AI, but in a way it is. The seismic shifts in today’s business ecosystem have forced agencies to connect or die. However, the creative and fast-paced nature of agency work can present unique challenges, particularly in overcoming the resistance to change.
Effectively leading change is not about dictating new rules, rolling out new tech or AI solutions, but about empowering teams and transforming resistance into a collaborative journey towards a shared vision.
At the heart of successful change leadership lies transparent and empathetic communication. As leaders, we must move beyond simply announcing a change and encouraging adoption and instead articulate the compelling why behind it.
Our teams are deeply invested in their work and know how to do it very well; therefore, they need to understand the strategic rationale behind how any disruption will ultimately benefit the agency, its clients and their own career growth. Instead of issuing directives from the top, we should foster a two-way dialogue, actively listening to concerns, validating anxieties and addressing fears head-on.
“As leaders, we should identify and empower ‘change champions’ from within different parts of the organisation to help lead the charge and influence their peers.”
This means moving from one sided presentations to open forums and one-on-one conversations where genuine questions are welcomed and answered honestly.
To further mitigate resistance, we are better off involving willing talent in the change process from the very beginning; they are often better equipped to navigate change. This isn’t about token gestures; it’s about genuine participation.
Professionals thrive on having a sense of ownership, and when they are included in designing the new processes or strategies, they are far more likely to embrace them. As leaders, we should identify and empower ‘change champions’ from within different parts of the organisation to help lead the charge and influence their peers.
This coalition of influential voices, supported by leadership, can make the initiative feel like a collective effort rather than a management mandate. This approach not only fosters a sense of psychological safety but also enriches the change plan with diverse, on-the-ground insights.
Change can be a frustrating and anxiety-inducing experience, particularly when it involves new technology or shifts in established workflows. It is critical to invest in robust training and upskilling programmes to equip our talent with the tools they need to succeed and drive incremental value in this new environment.
Equally important is creating momentum by recognising and celebrating short-term wins along the way. In a dynamic industry that thrives on fame and validation, acknowledging milestones and individual contributions boosts morale and reinforces the positive direction of the change. This continuous reinforcement embeds the new practices into the agency’s culture, making them the new normal rather than a temporary disruption and replacing uncertainty with innovation.
Highlight of the last year
Leading a successful restructure of our performance organisation to best position Publicis to meet future market demands and deliver true transformation for our clients. Our strategic vision has resulted in enhanced operational workflows, agility and client focus.
Rapid fire
What the industry needs to talk more about:
Business results.
What the industry needs to talk less about:
Everything else.
If you could change one thing in the blink of an eye, you would …
Make sure every child could grow up safe, free and protected.
What mobile application can you not live without?
Shared family calendar.
What word / phrase do people remember you for using the most?
“Thank you.”
What’s one local / regional tradition that you love the most?
Christmas morning.
If you could choose any two people, currently alive, in the world to share a meal with you, who would it be?
Michael Jordan and Jensen Huang.
What’s your top word of advice for Gen Z and Gen Alpha?
Keep learning, stay adaptable, and hold on to kindness.
What’s your go-to comfort food?
Pizza.
What’s your favourite ad from the past 12 months?
‘Cash Walla Visa’.
