Y&R announced that Georges Barsoum will take the helm as Chief Executive Officer for the Middle East & North Africa (MENA). Barsoum, who has been with the agency since 2015 as Chief Executive Officer for the Y&R Gulf region, will take on expanded responsibilities overseeing all clients and company vision across the broader MENA region.
Barsoum succeeds Ramzy Abou-Ezzedine who led the agency for the past two years and was instrumental in repositioning the agency for future growth.
Under Barsoum’s leadership, the Gulf region spanning Qatar, the United Arab Emirates, Oman and the Kingdom of Saudi Arabia has experienced new growth, and key offices including Y&R Dubai have also been behind a number of award-winning campaigns, which have been recognized in the industry’s premier Cannes Lions Festival and beyond.
With more than 20 years of brand-building experience, Barsoum has managed global FMCG products and major regional telecom and banking clients, as well as government assignments.
“The Middle East has long been a key area of focus for Y&R, and it only continues to grow in importance. I am honored to take on this new role and will focus on continuing to build on the foundation we have worked hard to establish these past few years. It’s an incredibly exciting time for the MENA region, and I look forward to bringing greater value to all of our clients,” said Barsoum.