Advertising firm MCN introduces influencer marketing in the Mideast

Middle East Communications Network has launched a specialized influencer practice in the Middle East, North Africa, and Turkiye, assisting clients from various agencies.

A specialized influencer practice has been established in the Middle East, North Africa, and Turkiye by the regional advertising firm Middle East Communications Network (MCN) to assist clients from all of the group’s agencies. Razan Zahra has been named director of influencer relations, and Rami Gholmieh has been named regional director of influencer marketing. According to MCN, the practice uses a “de-siloed” strategy to assist agency brands throughout the group in executing influencer marketing campaigns.

According to a 2023 survey, 46.2% of marketers increased their budgets last year, and 76.9% of marketers stated that influencer marketing is a major priority. These numbers indicate that the influencer marketing sector is expanding quickly. Despite the fact that influencer marketing has been around for a while, MCN decided to establish a specific practice at this time due in part to the industry’s growth and evolution.  

The organization emphasizes the need for a specialized and integrated practice within the digital ecosystem to provide customized solutions for clients. As consumer engagement and brand interactions evolve, new platforms and consumption patterns emerge. MCN’s influencer practice aims to assist brands by understanding their social voice, real-time cultural insights, platform expertise, co-creation capacity, and journey awareness.