MCN’s Initiative Strengthens UAE Leadership with Appointment of Amine Adem

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Part of MCN, the regional arm of Interpublic Group (IPG), Initiative operates across the MENA region with a focus on culture-driven media strategy and business performance. The network supports clients through integrated communications, data, and content solutions, making Adem’s appointment a key move in strengthening Initiative’s position in the UAE’s competitive media landscape.

Adem brings over 15 years of experience across research, insights, and media leadership roles in agencies including Ipsos, Mindshare, and Publicis Groupe, where he most recently led a portfolio spanning banking, retail, CPG, hospitality, and government sectors.

His focus will be on translating data and audience insight into cultural relevance—an approach aligned with Initiative’s philosophy of helping brands “move through culture, not just across channels.”

“Today’s media must move culture, not just metrics,” reiterated Amine Adem, General Manager, Initiative UAE.

"In a region where trends evolve overnight, brands win when they turn data into meaningful participation. I’m proud to lead a team that doesn’t just optimise performance, but shapes relevance grounding every decision in both human insight and business impact. Together with our clients, we will push the market forward, proving that effectiveness is earned in culture before it’s measured on dashboards.”

Lara Arbid, CEO of Initiative MENAT, added:  "Amine's proven track record in driving growth, managing complex portfolios, and inspiring high-performing teams makes him the ideal leader to accelerate our growth ambitions at Initiative UAE. His deep understanding of the regional landscape, combined with his strategic vision and collaborative leadership style, positions us perfectly to strengthen our market leadership and deliver even greater value for our clients.”

Adem’s appointment underscores Initiative’s ongoing commitment to investing in leadership and capability development across key markets, ensuring the agency continues to evolve in step with the region’s fast-changing media landscape.