Advertising network Saatchi & Saatchi is sharpening its focus on Saudi Arabia and placing its Riyadh and Jeddah offices under one management.
The move has been made in a bid to build stronger relationships in the GCC’s most important consumer market, with a new vision for the agency’s Saudi network being mapped out by Adil Khan, CEO of Saatchi & Saatchi MENA.
Mazen Mehio, who was previously head of marketing for Eastern Africa and Sudan at Etisalat/Canar, has been appointed managing director, overseeing both the Riyadh and Jeddah operations.
“The move signals Saatchi & Saatchi’s commitment to grow its Saudi presence, opening new opportunities to share servicing, planning and creative resources across both offices,” said Khan. He added that the changes were part of ongoing efforts to create a more integrated regional network that can better serve the growing needs of existing clients, as well as new business.
Mehio, who has 20 years of industry experience, started his career in Saudi Arabia with Publigraphics, spending seven years in the kingdom handling accounts such as Lipton and Shell. “With Saatchi & Saatchi’s new focus on Saudi Arabia it’s definitely an exciting time to be back here and I look forward to the opportunity to help transform our clients’ businesses in the kingdom with the support of our regional and global network,” said Mehio.
Saatchi & Saatchi has 140 offices in 80 countries, with a client list that includes Procter & Gamble, Toyota/Lexus, DuPont and Novartis.
Khan was appointed CEO for the MENA region in June last year. He has a mandate to grow the agency’s regional operation following the departure of Beirut and Amman from the network in December 2009.
