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UM has appointed John Tippins new Regional Director – Strategy for the MENAT region, as the network continues its journey as a transformative growth partner to brands.

Tippins will be responsible for driving the agency’s strategy, product, and capabilities. He will actively explore opportunities, identify new and innovative storytelling strategies, and play a pivotal role in crafting industry-first propositions to deliver solutions for clients' businesses while maintaining a balance between short-term and long-term growth.

With over 15 years of experience in brand and communication strategy, Tippins has primarily worked in London, with notable stints in New York and Los Angeles. His professional background spans diverse categories, including banking, FMCG, retail, telcos, government, tourism, and technology.

Tippin’s most significant contributions have been across Publicis, Omnicom, and WPP agencies, most recently at Wavemaker UK. He has also gained valuable client-side experience during his time in the US. 

"I am delighted to join UM at an exciting time as we enter 2024. The prospect of being part of such a dynamic agency with an impressive client portfolio, talented individuals, and ambitious growth plans is truly exciting. I look forward to contributing to the agency's continued growth, enhancing our overall offerings, and building on the robust strategic foundation we are establishing across the region for our clients," said Tippins. 

Tippins will be based in Dubai, the headquarters of the UM MENAT hub, reporting to James Dutton, Regional Director & Head of Product. 

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

“We are excited to welcome John at a time when we are witnessing significant transformations in the media industry, and our agency continues to deliver game-changing growth for our clients. Looking ahead and building off the momentum from recent regional client wins, we foresee John's deep strategic experience becoming a substantial asset for both our business and our clients," said Dutton.