Strategic collaboration aims to enhance media planning, buying, and performance across MENA markets
Samsung Electronics MENA announced today the conclusion of its comprehensive media agency review for the region, confirming a dual-agency partnership structure that will see dentsu and Publicis Groupe jointly manage Samsung’s media planning and buying portfolio in the region.
The review, initiated earlier this year, reflects Samsung’s continued commitment to strengthening media excellence, enhancing performance accountability, and future-proofing its marketing ecosystem across MENA.
Omar Saheb, Regional CMO, Vice President of Marketing & Online Business, Samsung Electronics MENA said, “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. Both agencies have demonstrated outstanding capabilities, and we have set bold expectations for how media will contribute to growth in 2026 and beyond. Together, we aim to unlock stronger results, accelerate performance, and elevate Samsung’s leadership in the region.”
Bassel Kakish, CEO of Publicis Groupe Middle East & Turkey said, “Samsung has been a valued partner for many years, and our partnership remains strong. Through this collaborative dual agency model, we will capitalise on our talent, capabilities and regional expertise to drive continued growth for Samsung and continue to deliver on our shared ambition for bold results and impact across the Middle East and North Africa.”
Tarek Daouk, CEO dentsu MENAT, said “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 a profound understanding of each markets’ dynamics. We are proud to have earned Samsung’s trust and to partner with them in their growth-focused transformation.”
Under the refreshed structure, Samsung will strategically allocate responsibilities across both networks, distributing MENA markets into clusters split between Publicis Groupe and Dentsu to ensure balance, specialization, and agility in its media operations. This approach ensures that each agency leverages its strengths to deliver optimized media planning and buying, while fostering deeper integration and enhanced capabilities across the region.
The transition will begin immediately, with both agencies coordinating closely with Samsung’s central and local teams to ensure continuity, consistent delivery, and unified measurement across all markets.
