Regional holding company JGroup has acquired a majority stake in media planning and buying agency Xentrix Global.

With the region becoming the hub of international events, the clients are demanding higher returns on their investments in communication from their agencies. This partnership aims to drive marketers not only from the region but across the globe, especially from the US, Europe, Australia, and a few giant Asian countries such as China, Japan, India, and Pakistan, to select the most creative media platforms offered by fast-growing organizations like JGroup-Xentrix Global, according to a statement. It will enable marketers to reach out to a wider audience across the globe, further empowering the region to be the global hub of the advertising world.

Imad Jomaa, Founder and President of JGroup Holding, said, “JGroup is a well-known powerhouse for digital media that brings decades of experience in the media space across the region. We are proud to collaborate with such an innovative global endeavor that shares a common vision to enhance customer satisfaction and constantly innovate and offer new opportunities to marketers in this competitive environment. Through this partnership, we aim to expand our goals and lead the way in terms of global media services in the MENA and Levant region.”

Vinod Thangoor, Vice President-International Business of Xentrix Global, said, “The MENA region is rapidly evolving, the region is looking very optimistic about the future and seeking new pastures to market their products. We want to provide them with global media solutions in their backyard to stem their ever-growing ambition to reach a global audience. The region is now a hub of international events such as Expo 2020, FIFA World Cup Qatar 2022, to name a few, which opens up more opportunities for companies to creatively advertise their business and stand out amongst the competition. We welcome this partnership with JGroup as it will help us reach a new level and enhance our footprint across the MENA and Levant region.”