WEDNESDAY, OCTOBER 29, 2025, DUBAI, UAE: Initiative, a leading global media agency and part of Middle East Communications Network (MCN) in the region, has appointed Amine Adem as General Manager of Initiative UAE.
Adem brings over 15 years of experience spanning research, insights, and client leadership across the MENA region, having held senior roles at multinational agencies including Ipsos, Mindshare, and most recently Publicis Groupe, where he served as Business Lead managing a diverse portfolio across banking, retail, CPG, hospitality, and government sectors.
In his new role, Adem will spearhead Initiative UAE’s growth strategy, deepen client relationships, and elevate the agency’s offering across key sectors. His mandate includes driving innovation in media planning and investment, expanding the agency’s capabilities, and building a culture of excellence that attracts and retains top talent in the market.
Amine Adem, General Manager, Initiative UAE, said: “Today’s media must move culture, not just metrics. 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, Initiative MENAT, commented: “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 reinforces Initiative’s commitment to investing in exceptional leadership as the agency continues to expand its capabilities and market presence across the UAE.
