Aleph Announces Strategic Expansion of ‘One Brand’ Initiative in MENA
Aleph is a multinational force with a focus on technology-driven solutions and digital experts. It has declared the deliberate extension of its “One Brand” Initiative into the Middle East and North Africa (MENA), consolidating its wide array of brands—including Connect Ads—under the one potent Aleph brand. It states that strategic expansion simplifies client services. Additionally, it creates new opportunities for cross-selling multiple services, market expansion, and calculated mergers and acquisitions.
Connect Ads becomes Aleph
With eight physical offices in Dubai, Riyadh, Jeddah, Cairo, Casablanca, Doha, Baghdad, and Karachi, Aleph currently has a presence in 15 MENA markets. New office expansions are scheduled to open soon. Aleph has been selected as the official sales representative for several high-potential markets by the top digital platforms in the world, including X, Google, Spotify, Digital Turbine, WeTransfer, Amazon Advertising, Microsoft Advertising, Pinterest, Reddit, Snap, Spotify, TikTok, Twitch, Uber, and others.
Encouraging Advertisers with Services
Aleph maximizes digital advertising campaigns locally and globally, enhancing the capabilities of local advertising agencies and brands. Clients are free to focus on high-level strategy because Aleph’s skilled team handles campaign setup, execution, and reporting. The company specializes in paid search, mobile marketing, e-commerce advertising, audio channels, and social & retail media.
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Creative Products and Dedicated Education
As a member of UNESCO’s Global Education Coalition, Aleph’s educational initiative and platform, Digital Ad Expert (www.digitaladexpert.com), aims to upskill millions in digital advertising by 2029, with a focus on the growing youth demographic. This initiative is improving the MENA region’s economic and digital advertising landscape.
Here’s what they said
Mohamed Megahed, Managing Director MENAT at Aleph commented,
“Our One Brand initiative in MENA is more than just a rebranding effort. It represents our vision to fuse local expertise with our global capabilities. We are committed to empowering local businesses and advertisers in the region with Aleph’s creative powerhouse SELVA, that delivers industry leading creatives for innovative digital marketing campaigns and with The Mediam Group, Aleph’s dedicated Google representation arm. Aleph Payments, a unique credit underwriting and cross-border solution that transforms market expansion from a challenge into an opportunity for growth.”
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MCN Names Lara Arbid as CEO of Magna Global MENAT, Initiative MENAT
The Middle East Communication Network, or MCN, has named Lara Arbid the CEO of Magna Global MENAT and Initiative MENAT. The announcement follows Bassem Massoud’s departure from the network after 15 valuable years of service.
Lara Arbid appointed as CEO of Magna Global and Initiative MENAT
Arbid became the first female general manager of a Saudi Arabian media agency when she joined MCN Riyadh in 2014. She oversaw Magna KSA for several years before relocating to Dubai and taking on the role of regional managing director at Initiative & Magna.
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Other promotions
With Lara’s appointment as CEO, Santadip Roy will take on the role of Regional Managing Director at Magna Global. Having joined MCN in 2018, Roy is a seasoned professional who gained recognition for his contributions to the company in the role of Regional Head for Digital, Data, and Technology and Business Solutions.
Here’s what they said
Ghassan Harfouche, Group CEO of MCN, said
Given her solid background, passion, drive and deep expertise, I’m confident that Lara will thrive in her new role.
Lara Arbid on her appointment as CEO of Initiative and Magna Global MENAT added,
I am passionate about our people, product and partners, and I really look forward to delivering success in 2024 and beyond.
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