UM has appointed Pierre-Emmanuel Mahias as Regional Strategy Director – for GCC, ME, and Turkey. The appointment comes at a time when the global network continues its journey to futureproof (UM) clients’ businesses. Pierre will be reporting to James Dutton, Regional Digital Director, and Head of Product UM MENAT.

Mahias’s remits include driving the agency’s strategic product and capability and will be the driving force in uncovering opportunities and identifying new and innovative strategic storytelling capabilities. Mahias will also be responsible for developing industry-first strategies and propositions to futureproof (UM) clients’ businesses and drive short and long-term growth.

Pierre joins UM with a strong track record of brand building with marketers such as Procter & Gamble, L’Oréal, Vodafone, Pepsi, and Chanel – across frontiers, working both in Europe and Russia – and across disciplines, working in advertising, digital, and media agencies. In his last position, as OMD Russia strategy director, he was instrumental in pushing his agency to the 2nd position of media agencies' global ranking (RECMA).

“We are to have Pierre-Emmanuel join us at a time when we are doubling down on our regional growth and product plans, building on our futureproof (UM) approach. Looking ahead to 2023 and coming off several regional wins, we are expecting further successes. With more than 30 years of building strategy teams, business development, and broad category experience Pierre-Emmanuel will be a huge asset for our business and our clients.“, said Dutton.

With MENAT playing a pivotal role within the UM global network in terms of product offering, digital leadership, and media innovation, Mahias will oversee UM MENAT’s strategy team and will be tasked with identifying and embracing new thinking that will drive momentum and growth across all of UM MENAT regional and local clients.

“I am proud and humbled to start a new chapter of my career with the largest and most revered communication group in a dynamic region that expands from Dubai to Rabat. French by origin, European by nature, and Global by ambition, I am really excited to join the UM strategy team – and with James to make it… Futureproof," said Mahias