News - Media
Omnicom Media MENA Restructures Operations, Expands Wissam Najjar’s Role
by Ghada Azzi
June 17, 2026
As clients demand great accountability and stronger business results from media investment, Omnicom Media MENA, an Omnicom connected capability, has introduced a new operating model as part of a broader transformation taking place across the global media group. It is aimed at strengthening collaboration between specialist functions and improving how capabilities are deployed across markets.
The move comes as advertisers increasingly seek stronger accountability, measurable outcomes and greater efficiency from media investments.
Under the new structure, specialist disciplines including strategy, investment, partnerships, data, technology and execution will operate in a more connected framework designed to facilitate knowledge sharing, consistency and faster decision-making across the region.
The model builds on Omnicom Media MENA’s centralized approach and supports the network’s agencies—including OMD, PHD, Hearts & Science, Hall & Partners, Flywheel and TRKKN—in delivering planning, activation, analytics and strategic services across multiple markets.
As part of the changes, Wissam Najjar has been appointed Chief Commercial Officer, Omnicom Media MENA, expanding his previous responsibilities as Chief Operating Officer. The role brings together investment, trading, partnerships, commercial design, forecasting and investment operations under a more integrated commercial leadership structure.
Commenting on the development, Elda Choucair, CEO of Omnicom Media MENA, said the changes are intended to help the organization respond to increasing market complexity while enabling clients to make faster and more informed decisions.
“This next phase is about ensuring we are organised in a way that allows us to do that consistently across the region,” she asserted.
Johan Boserup, Chief Commercial Officer, Omnicom Media EMEA, noted that commercial leadership is becoming increasingly central to how media organizations create value and scale capabilities across markets.
For Najjar, the expanded remit reflects a focus on connecting commercial functions more closely across the region, with the objective of improving consistency, efficiency and value creation for clients operating across multiple MENA markets.
"Scale only becomes an advantage when it is connected in the right way. By bringing our commercial capabilities closer together, we can move faster, apply expertise more consistently across markets and help clients unlock more value from their investments,” Najjar noted.
As media ecosystems become increasingly fragmented and performance-driven, agency groups are placing greater emphasis on commercial integration—turning operational efficiency and investment accountability into competitive differentiators rather than back-office functions.
