Omnicom Media Group (OMG) MENA has promoted Chadi Farhat to the newly created role of chief investment officer (CIO).

Farhat was previously the executive director of investments for the media services division of the group. In this new role, he will be responsible for setting the group’s trading and investment strategy for the region across all media platforms, leveraging its scale and technology.

Farhat has expanded his remit to cover programmatic investments, an increasingly large proportion of clients’ budgets. He will continue to enhance the investment performance of the group’s agencies across the region, working closely with regional media, data and tech partners. Focused on delivering the best value, both qualitatively and quantitatively for the group’s clients, he also procures advanced systems and data to inform their investment decisions and strengthen the group’s accountability.

Prior to joining Omnicom in 2001, Farhat was with then Starcom MediaVest Group for two years. His first role with Omnicom entities was in 2001 at Impact BBDO in Beirut where he joined as media director. He moved to Media Direction OMD in 2003 and became its general manager in 2007. Five years later, he joined Omnicom Media Group in Dubai to head the investment function.

“Throughout his career, Chadi has created and delivered value, engineering win-win-win situations as a matter of principle. He has worked tirelessly to deliver growth and results to our clients and is a trusted and invaluable member of the OMG leadership team,” says Elie Khouri, CEO of Omnicom Media Group MENA, in a statement. “Chadi continues to outperform the market and innovate with the way he approaches challenges and issues. He is more than ready for this next level.”

“With an ever-changing media landscape and an increasing reliance on technology to manage advertising investments, the traditional buying function has transformed almost beyond recognition. What’s more, it will keep on evolving,” adds Farhat, CIO of Omnicom Media Group MENA. “This is a truly exciting time as the notion of value is being redefined, along with the definition and metrics of success. I look forward to bringing about positive change within the group and with all our partners.”