Advertising & Marketing

Initiative Cairo Appoints New GM

Initiative Cairo has announced that it has appointed Shaheer Farag as its new General Manager. Taking up his role with immediate effect, Shaheer will oversee the organisation’s operations in Egypt, reporting to the agency’s Managing Director, Riham El Batanouny.

“After an extensive search, Shaheer’s vast experience, dynamic character and strong market knowledge stood out from the crowd, making him the best candidate to join the Initiative family,” said El Batanouny, speaking yesterday. 

“Shaheer joins us from our MCN family, with 11 years of media and management experience in the Egyptian market, working with a multitude of clients from Mobinil, to General Motors, to Danone and Master Card, just to name a few. We are certain that Shaheer will add much value and will contribute greatly both to clients’ and Initiative’s business,” she added.  

Shaheer commenced his career in the media industry 11 years ago, with a special interest in the telecom and automotive sectors. He advanced quickly to become the Deputy General Manager of UM, one the most reputable media agencies in Egypt. 

After a ten-year tenure with UM, Saheer took up the role of General Manager at Magna Cairo, overseeing the media business of Unilever, Gozour Holding and Ford Automotive, among others. During this time, he helped build the Magna Cairo operation through an aggressive new business drive and strong financial prowess.  Saheer’s adeptness in understanding market needs and conditions were key factors in his success in growing the company, specifically on the digital front.  

Saheer’s passion for the business world and digital platform is expected to enhance and bring value to Initiative Cairo’s operations.

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