Initiative, a global media agency under Middle East Communications Network (MCN) in the MENAT region and part of Omnicom, has appointed Darine Elkaissi as Managing Director for Saudi Arabia.
Elkaissi brings more than 20 years of experience across creative and media agencies, client-side marketing and the media owner community. She has held senior leadership roles at WPP Media and VML and has worked with national projects and PIF entities in Saudi Arabia, as well as clients across government, telecom, FMCG and financial services.
In her new role, Elkaissi will oversee Initiative’s operations and strategic direction in Saudi Arabia, including client partnerships, new business, data-led media capabilities and talent development.
Commenting on the appointment, Lara Arbid, CEO of Initiative MENAT, said: “Darine’s career is defined by scaling businesses, turning client ambition into results, and nurturing high-performing teams. She carries a particularly deep understanding of the Kingdom, its culture, and its people. With her clear strategic vision, our agency is poised to accelerate its growth, compete at the highest level, and set a new benchmark for innovative work in the market. Her arrival adds strength to our regional leadership team, and I have every confidence in the chapter she will lead.”
Darine Elkaissi, Managing Director, Initiative KSA, said: “I am honoured to lead Initiative in Saudi Arabia, a market I am proud to call home and one undergoing a transformation. I see an exciting opportunity to bring strategic vision and a collaborative spirit to the work ahead, turning bold ideas into meaningful action and helping shape the future of media and culture in the Kingdom.
“With an exceptionally talented and diverse team beside me, I look forward to putting our shared expertise and energy into creating lasting impact.”
