Advertising network MCN launches influencer practice in Mideast

 Middle East Communications Network (MCN) has launched a specialized influencer practice covering the Middle East, North Africa, and Turkiye regions, aiming to support clients across its group agencies such as FP7McCann, MullenLowe, UM, and Weber Shandwick.

Rami Gholmieh has been appointed as the regional director of influencer marketing, with Razan Zahra serving as the director of influencer relations.

Gholmieh emphasized the practice's commitment to effectiveness and efficiency, highlighting the need for a balanced approach between organic content sharing and paid promotions tailored to each brand's objectives and audience dynamics.

The practice adopts a collaborative approach to assist agency brands within the MCN group in executing influencer marketing campaigns effectively.

The decision to launch a dedicated practice now reflects the rapid growth of the influencer marketing industry, with a significant percentage of marketers prioritizing influencer marketing and increasing budgets in recent years.

MCN recognizes the evolving dynamics of consumer engagement, brand interactions, and the emergence of new platforms, necessitating a fully integrated practice to provide customized solutions for clients.

In response to the complexities of the digital and social media landscape, MCN's influencer practice aims to support brands by understanding social voice, real-time cultural insights, platform expertise, co-creation capabilities, and journey awareness.

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