Strategic collaboration aims to enhance media planning, buying, and performance across MENA markets 

Samsung Electronics MENA announced today the conclusion of its comprehensive media agency review for the region, confirming a dual-agency partnership structure that will see dentsu and Publicis Groupe jointly manage Samsung’s media planning and buying portfolio in the region. 

The review, initiated earlier this year, reflects Samsung’s continued commitment to strengthening media excellence, enhancing performance accountability, and future-proofing its marketing ecosystem across MENA. 

Under the refreshed structure, Samsung will strategically allocate responsibilities across both networks to enhance balance, specialization, and agility in its media operations. This approach ensures that each agency leverages its strengths to deliver optimized media planning and buying, while fostering deeper integration and enhanced capabilities across the region. 

Omar Saheb, Regional CMO, Vice President of Marketing & Online Business, Samsung Electronics MENA, said, "Publicis has been instrumental in Samsung's growth, and we sincerely appreciate their dedication, collaboration, and performance over the years. As we evolve our marketing model, we are excited to continue this partnership while welcoming dentsu into our new dual-agency structure."

Adding, "Both agencies have demonstrated outstanding capabilities, and we have set bold expectations for how media will contribute to growth in 2025 and beyond. Together, we aim to unlock stronger results, accelerate performance, and elevate Samsung's leadership in the region."  

Tarek Daouk, CEO, dentsu MENAT, added, "Winning Samsung’s media mandate is a defining moment that showcases the strength of our network. Our team developed a strategy grounded in data, innovation, and a profound understanding of each markets’ dynamics. We are proud to have earned Samsung’s trust and to partner with them in their growth-focused transformation." 

The transition will begin immediately, with both agencies coordinating closely with Samsung’s central and local teams to ensure continuity, consistent delivery, and unified measurement across all markets. 

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