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By promoting Rita Boulos to General Manager and Raeif Hassan to Deputy General Manager, OMD Egypt’s CEO, Tarek Jaffar, has given the leading media agency a whole new management team. 

These appointments come at the time when OMD also introduces a new positioning and a new branding system. With these changes, OMD Egypt has clearly set its sight on the future, with the determination to “create what’s next”.

Previously the agency’s Integrated Associate Director, Boulos joined OMD some five years ago and in that time has proved instrumental in driving the success of her team. Thanks to a decade of experience working on some of the most prestigious accounts including P&G, Heineken and Mars, she is said to have “consistently delivered planning excellence, media performance and impressive business results.” 

A dual citizen of Japan and Egypt, Boulos relies on a unique cultural perspective to understand consumer behavior. To meet the expectations of more discerning and demanding consumers, she has leveraged insights and innovative strategies that have driven engagement and business success.

In under three years at the agency, Hassan clearly impressed as Business Unit Director, handling a major portfolio of accounts. In his career spanning over 14 years, he’s worked in both offline and online media, across multiple markets, including Egypt, Qatar, and the UAE, and across multiple sectors, including FMCG, luxury and retail, banking, finance, and automotive. 

His strategic and analytical mind has helped him achieve great results in marketing strategy, account management, and business growth for brands as diverse as PepsiCo, Majid Al Futtaim and FIFA 2022 World Cup Qatar.

In their new attributions, Boulos and Hassan will support CEO Tarek Jaffar and their teams in articulating and realizing the vision encapsulated in OMD’s new positioning “We Create What’s Next”. 

Their roles will encompass building their teams further, innovating with both structure and services, and capitalizing on the agency’s values and points of difference. They will also focus on enhancing media excellence and boosting their clients’ market and brand performance.

“Rita and Raeif not only deserve these leadership roles on the strength of their performance to date but clearly have the potential and the talent to achieve so much more through them. Their extensive experience, strategic vision, and passion for media excellence will further strengthen OMD Egypt’s position in the market and drive continued success for our clients,” said Tarek Jaffar, CEO of OMD Egypt. 

“Together, we will also inject even more meaning into our values and culture as they do so much to rally and unite our people behind a shared goal with clarity and commitment.”

The promotions are effective immediately.