Dentsu Aegis Network launches media investment arm Amplifi in MENA

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Dentsu Aegis Network MENA has launched Amplifi, a newly established division, responsible for media investment and strategic partnerships for the group. Amplifi will bring together the group’s investment management, media partnerships, programmatic buying (AMNET) and content capability functions into a consolidated unit, with data as its foundation. Its primary goal is to deliver maximum performance for the group’s clients by working collaboratively with media, technology and infrastructure partners.

Established to create a more collaborative approach between media, clients and the group, Amplifi moves all resources under one roof to build a consistent and leveraged buying network; media partnerships to identify areas where the group can work together to develop unique partnerships; Amnet the group trading desk established in 2014; and content to unite all the content resources across the group.

Michael Nederlof, CEO Dentsu Aegis Network MENA said, “It’s an important milestone for us to officially launch Amplifi in MENA. To form that matrix integrating investment management, media partnerships, technology and content empowered by data under Amplifi allows us to leverage the group’s scale and develop innovative solutions for our clients across all of our agencies.”

Together with the launch of Amplifi, a new management team has also been established. Simon Woodward, ex Global Head of Agencies & Media Management at Microsoft Mobile Devices, has been appointed to the newly created role of Head of Amplifi MENA. Simon’s previous agency experience includes positions at Universal McCann, Group M and Mindshare across APAC. He is no stranger to the network, having previously held the title of General Manager Carat Shanghai. Simon will be based in Dubai and reports to Michael Nederlof working with the teams of Abdallah Bibi, Head of Trading UAE and Siddhi Dhavale, Director Amnet and Digital Buying. 

 “I am delighted to take this new role to lead such an integrated platform in MENA. With the growing trends of convergence and globalization, agency’s media functionality needs to evolve beyond media efficiencies and rates. I believe Amplifi, which is structured to work collaboratively with our media, digital and technology partners, will bring out the best media performance and business outcomes through a cooperative approach,” said Mr Woodward.