Isobar MENA, part of Dentsu Aegis Network, has made a significant leadership change that will see Ziad Ghorayeb taking over as regional MD of Isobar MENA as Karim Khalifa steps down from his role as CEO of Digital Republic – the agency he founded before it was acquired by the group in 2016 – and Isobar MENA for the last three years.

Ghorayeb’s role will see him managing the Egypt and GCC operations based out of Dubai, effective March 1.

Ghorayeb has over seventeen years’ experience in the industry across leadership roles, most recently as Head of Product at Initiative MENA. His expertise lies in digital integration, strategy and content and he will be responsible for developing Isobar’s capabilities and product offering, with a focus on regional expansion to grow the agency.

Khalifa will remain on the board in an advisory capacity and will formally step down on April 30. He says, “Few words can express what a pleasure it has been establishing and building Digital Republic linked by Isobar into the strong regional agency that it is today. As we approach our tenth birthday, I feel extremely proud of what we have achieved with a group of very talented people, a supportive parent company and a dynamic culture. As an entrepreneur at heart, the time has come for me to move on to a new adventure. The company has all the right ingredients and I have no doubt that the

Ghorayeb adds, “I am excited to be joining Dentsu Aegis Network and look forward to leading Isobar as they drive experience-led transformation programs in MENA. With businesses trying to survive and thrive in the age of disruption, Isobar comes in with a distinctive industry leading proposition to solving business challenges. I’m looking forward to working with the brilliant teams across the region and partnering with our clients to remodel their brands through innovative experiences.”