UAE
Samsung Electronics MENA Appoints Publicis Groupe and Dentsu Under New Dual-Agency Media Model: Samsung Electronics MENA has announced the completion of its regional media agency review, confirming a dual-agency model that will see Publicis Groupe and Dentsu jointly manage media planning and buying across the Middle East and North Africa. The strategic shift supports Samsung’s goal to reinforce media excellence, boost accountability, and future-proof marketing efforts in an evolving digital landscape.
Strengthening Strategy for 2026 and Beyond
The review, launched earlier this year, aligns with Samsung’s vision to elevate performance and deepen its impact in regional markets. Omar Saheb, Regional CMO and Vice President of Marketing & Online Business at Samsung Electronics MENA, highlighted the strength of longstanding partnerships while embracing new capabilities.
“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,” Saheb said. He added that both agencies have demonstrated exceptional capabilities and will drive stronger results in 2026 and beyond.
Publicis Reaffirms Commitment
Publicis Groupe, which has handled Samsung’s regional media duties for several years, reaffirmed its commitment to the partnership. Bassel Kakish, CEO of Publicis Groupe Middle East & Turkey, stated:
“Samsung has been a valued partner for many years, and our partnership remains strong. Through this collaborative dual agency model, we will capitalize on our talent, capabilities, and regional expertise to drive continued growth and deliver on bold ambitions across MENA.”
Dentsu Joins Samsung’s Media Roster
Dentsu MENAT’s addition to Samsung’s media network marks a major milestone.
Tarek Daouk, CEO of Dentsu MENAT, expressed the agency’s enthusiasm:
“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 deep market understanding. We are proud to partner with Samsung during this growth-driven transformation.”
Clustered Market Approach for Agility
Samsung will divide MENA markets into clusters, allocated between Publicis Groupe and Dentsu. The dual-agency model aims to ensure balance, specialization, and agility, while maximizing each agency’s strengths.
The company emphasized that the model is designed to enhance coordination and performance across all markets, underscoring the importance of integration.
Smooth Transition and Unified Measurement
The transition begins immediately, with both agencies working closely with Samsung’s regional and local teams to ensure seamless onboarding. A unified measurement framework will help maintain continuity and enhance performance across the entire region.
Samsung stated its confidence that the new structure will elevate its media strategy, accelerate growth, and reinforce its leadership position in the MENA market as it heads into 2026.
