Joe Nicolas

In a landmark move that redefines the future of digital advertising in the Gulf, Omantel has partnered with Publicis Groupe Middle East to launch the Sultanate’s first AI-powered AdTech ecosystem. This collaboration brings together Omantel’s national infrastructure and digital leadership with Publicis Groupe’s global expertise in media, data, and technology. The partnership will result in a full-stack, AI-enabled platform that empowers advertisers, publishers, and agencies with unprecedented precision and scale. This initiative reflects the ambition of Oman Vision 2040, driving economic diversification and positioning Oman as a regional benchmark in intelligent media and data-driven transformation. "This is more than a platform, it’s a national leap forward. We’re not simply launching a new advertising solution; we’re laying the foundation for a smarter, more connected digital economy. Together with Publicis Groupe Middle East, we are building an ecosystem that empowers brands, publishers, and agencies to collaborate, innovate, and grow in ways that were previously unimaginable." — Eng. Aladdin Baitfadhil , Chief Commercial Officer, Omantel "We are proud to partner with Omantel on this transformative journey. This initiative sets a new benchmark for how telecoms and media can collaborate to unlock value, drive innovation, and shape the future of advertising in Oman and beyond." — Bassel Kakish, Chief Executive Officer, Publicis Groupe Middle East & Turkey #Omantel #PublicisGroupe #AdTech #AI #Oman #DigitalTransformation #Advertising #DataDrivenMarketing #OmanVision2040

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Publicis Groupe Middle East has acquired Chain Reaction, an independent marketing agency, to strengthen its position in performance marketing, content, and experience design across the region. The acquisition expands Publicis Groupe’s footprint in its key markets, the UAE and Saudi Arabia, enhancing its ability to deliver data-driven solutions to clients ranging from SMEs to multinational brands. Bassel Kakish, CEO of Publicis Groupe Middle East & Turkey, described the acquisition as a significant milestone in the organization’s transformation and growth strategy. “This positions us to meet the dynamic needs of the market, scale our talent expertise, and provide comprehensive, agile solutions that drive long-term success for our clients.” Saif Jarad, Founder and Chief Executive Officer of Chain Reaction, expressed his excitement about the new chapter, saying the acquisition “will accelerate our growth, expand our capabilities, and empower our talented teams to deliver even greater impact for our clients.” Read more: https://lnkd.in/gg7SgDzQ

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What works in the UAE doesn’t always land the same way in KSA and vice versa. From media consumption patterns to influencer behaviors, audience triggers, and even how brands are perceived, each market speaks its own language. Understanding the nuance is not about localizing a message… it’s about rethinking the entire approach. If you’ve worked across both, you know: - What scales in Dubai might need a full reset in Riyadh. - A celebrity partnership in Jeddah might not even register in Abu Dhabi. - Timing, tone, and even humor, these things don’t always translate. I’ve had the privilege of building strategies and activations in both. And I’ve learned this: Great work doesn’t just adapt. It listens, lives, and leads locally. #Marketing #Communications #UAE #KSA #MediaStrategy #RegionalLeadership

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