Dentsu has announced the appointment of ABDALLAH BIBI as Commercial Director - Sports, Gaming and Content Partnerships. Reporting to Tarek Daouk, CEO of Dentsu MENA, the new position was created to oversee Dentsu's regional content and production offerings and to integrate its solutions across the wider agency. In his new role, Bibi will be involved in opportunities related to content production, rights distribution, naming and broadcast rights, gaming, anime and sports franchise infrastructure.

He will also lead investments and partnerships, using global entertainment opportunities to target the Middle Eastern gaming community. Bibi has more than 15 years of regional experience, out of which he has spent 11 years with Dentsu's brands. Dentsu has also announced JAD NOUJEIM as Head of Trading along with his responsibilities to lead Amplifi MENA.

Noujeim has more than 16 years of industry experience, a decade with Carat and has recently led the media agency's trading division. His focus will remain on cultivating strong partnerships, while leveraging deep industry insights and client-centric strategies to deliver on Dentsu's commitment to excellence and ongoing advancement. Jad will lead Amplifi going forward, bringing together innovations, capabilities, and expertise to unlock new opportunities for partners and clients.