Former CEO of Mindshare MENA – a role he held for over 16 long years – Samir Ayoub has now launched his media audit and consultancy firm Medpush.

Heading the company as founder and CEO, Ayoub aims to not only assist marketers in improving the efficiency of their media plans, but also work with media owners to drive accountability.

“The industry cannot get better unless the three pillars – advertisers, agencies , media vendors – feel fairly treated, fairly rewarded and fairly recognized,” he says.

The company and its staff of five already have their first client on board: Aujan Coca Cola Beverages Company. Ayoub brings with him ex-Mindshare employee Imad Abi Rizk, who had been working with Mindshare since 2008 (except a short six-month stint with UM in 2014), will serve as regional audit director; while Rasha Abdel Hadi will be the regional consultancy and client service director.

Headquartered in the UAE, Medpush’s services will cover the MENA region with plans to set up offices in key markets, including KSA, Kuwait, Egypt and Iran, over the next three years.