UM has announced the appointment of Abdelnabi Alaeddine as Regional Director, Planning & Digital Investment, and the promotion of Nayan Joshi from Associate Digital Director to Digital & Innovation Director.

Both decisions are effective immediately.

Alaeddine will be responsible for overseeing UM’s digital planning best practices and driving client-focused digital investment across the region. He will work closely with local market teams to identify new opportunities, develop and optimize the agency's regional digital planning process, and drive its digital investments and publisher partnerships.

Alaeddine brings years of experience, leading teams across digital planning, buying, and digital performance. He has helped several global brands transition and transform their activities across the Middle East over the last few years and will continue to push best practices for UM MENAT.

“I couldn’t be more thrilled to join the UM MENAT Regional Team; this will allow me to work with even more of our diverse teams and partners across the region. I look forward to working with internal and external stakeholders to craft client solutions that drive growth and are fuelled with innovation,”  he said in a statement.

Abdelnabi will be based in Dubai, reporting to James Dutton, Regional Digital Director UM MENAT.

“Abed is well respected in the regional media scene and has proven himself to be an asset in enhancing our digital planning capabilities in an increasingly complex landscape. Moving into a regional role will allow Abed to tap into our wider network to focus on delivering exceptional results for clients through media partnerships and investment optimization,” said Dutton. 

Meanwhile, Nayan Joshi will be responsible for building strategic insights & opportunities across key innovation territories that are most applicable for the agency's clients’ business and marketing efforts, primarily centered around web3, from AR/VR, Gaming, NFTs & the Metaverse. He will be an advocate and thought-leader for technology & innovation for UM within the market and lead in cultivating an innovation-led culture within the agency.

“I thrive on changes, unknowns, and risks. Over time, I’ve had the opportunity to demonstrate how innovation is transformative for our industry, and I’m grateful to the management team at UM for building a platform where we can work towards expanding the strategic edge within web3 technologies to drive this agenda forward. There’s a new wave coming, and while this reality is taking shape quietly, I’m here to preempt ways to avoid the cost of inaction today for our brands,” he said.

“Our clients are increasingly looking to us for consulting-led guidance in decision-making in the media futures space. With a proven track record of driving digital transformations and delivering award-winning work, Nayan is no stranger to being at the forefront of innovation. His unwavering resilience and passion for pushing boundaries will position UM to unlock unrivaled solutions for clients, that deliver meaningful consumer connections,” said Maria Poulton, Managing Director at UM UAE.