The Advertising Business Group (ABG) has announced the appointment of Amine Sadik, Director Media and Digital – Arabic Peninsula & Levant at Procter & Gamble, as the lead of the UAE Cross-Media Measurement Committee.

Amine succeeds Asad Rehman, who recently announced his departure as Director Media and Digital Hubs – MENA, Turkey & Russia at Unilever.

“We are extremely grateful for Asad’s leadership in getting this important project off the ground and in the successful completion of Phase 1 of the project. We look forward to working with Amine in the second phase of this important initiative,” said interim Chairperson Elda Choucair and CEO of Omnicom Media Group (MENA) in a statement.

Led by the ABG, the UAE Cross-Media Measurement project aims to craft a measurement system solution that will provide content producers and media owners with more accurate baseline data and audience measurement.

In May 2022, the ABG announced the result of the winning partnership of Ipsos in UAE and Aqilliz for the proof of concept phase.

Currently, IPSOS and Aqilliz are working closely on the set-up of the cross-measurement project, with both companies and committee members planning to hold shortly a workshop on the final POC scope.

“The workshops will be extremely vital to the success of the project and will induce many fruitful discussions from professionals and experts in the media industry,” added Choucair.

Sadik has been working in the media industry for over 15 years and at Procter & Gamble for over nine years, holding the positions of Media & Digital Leader – North West Africa, Marketing Operations Director – North West Africa and most recently, Media & Digital Director – P&G Arabic Peninsula and Levant. Previously, he worked as Marketing and Communication Director at NEOREGIE and Senior Media Manager at Carat.