Isobar, the world’s largest digital agency network, is expanding into the Middle East and North Africa, in order to meet client demand for full service digital solutions. As part of Aegis Media MENA and therefore a wholly owned subsidiary of Aegis Group plc, Isobar will launch in Dubai before increasing its regional presence through acquisition and organic growth.

 

As a result, Duncan James has been appointed to the executive board as Chief Development Officer for Aegis Media MEA, responsible for the business development and expansion of Aegis Media-owned agencies, which now includes Isobar and Carat MENA. James, who joins from The Brand Union, will also ensure that that the group’s best practice is integrated throughout its network in the Middle East and Africa.

 

In respect to Isobar, it will enter the Middle East and North Africa by offering clients digital solutions in creative, planning, technology and measurement. In doing so Isobar will adhere to the agency’s purpose to bring people together with brands, just as it does in 38 other markets across the world.

 

The new agency will be overseen by Michael Nederlof, CEO of Aegis Media MENA, who will assume responsibility for growing the headcount and geographical footprint across the region. Meanwhile the creative project management will be handled by Rita Cervetto, formerly head of multimedia at Doubleyou in Spain.

 

Speaking about the networks continued growth, Nederlof said: “The launch of Isobar is a signal that Aegis Media MENA is committed to the region and its strategy to lead digital innovation and thinking for clients. Our ideas will be based on insight, intelligence and experience. And because we are independent, Isobar will also provide better transparency and remain media-neutral.”

 

Speaking about James’  appointment, Nederlof continues: “Duncan’s background as a product innovator for Ford, as a creative account planner and a brand consultant provides our executive board with the joined up thinking that will better link communications to the business ambitions of our clients. Furthermore his business development experience across the more challenging markets in the Middle East compliments our ambition to grow the Aegis Media portfolio into such countries.” 

 

About his appointment, James adds: “I started my career in communications and I am delighted to have come back at such an exciting point in the industry’s cycle. The region is ripe for innovation given the young demographic and the impact of digital is growing faster than anywhere else. But most importantly, I am joining an independent network that is breaking down the silos between media and creative and is moving away from the outdated models remuneration.”