Y&R announced today that Georges Barsoum will take the helm as CEO for the Middle East & North Africa (MENA). Barsoum, who has been with the agency since 2015 as CEO for the Y&R Gulf region, will take on expanded responsibilities overseeing all clients and company vision across the broader MENA region.

Barsoum succeeds Ramzy Abou-Ezzedine who led the agency for the past two years.

“Georges is a proven and effective leader. His ability to build deep and trusting partnerships with clients consistently leads to effective strategies and strong results. We are thrilled to see him lead Y&R MENA, and have every confidence in his abilities to continue driving growth in the region. I also want to thank Ramzy for his key contributions in positioning the agency for the future, and wish him the best of luck in his next chapter,” says David Patton, Y&R Global President, in a statement.

 
Under Barsoum’s leadership, the Gulf region spanning Qatar, the United Arab Emirates, Oman and the Kingdom of Saudi Arabia has experienced new growth, and key offices including Y&R Dubai have also been behind a number of award-winning campaigns, which have been recognized in the industry’s premier Cannes Lions Festival and beyond.

With more than 20 years of brand-building experience, Barsoum has managed global FMCG products and major regional telecom and banking clients, as well as government assignments.

“The Middle East has long been a key area of focus for Y&R, and it only continues to grow in importance. I am honored to take on this new role and will focus on continuing to build on the foundation we have worked hard to establish these past few years. It’s an incredibly exciting time for the MENA region, and I look forward to bringing greater value to all of our clients,” says Barsoum.