Advertising network MCN launches influencer practice in Mideast

Short Url
Updated 24 April 2024
Follow

Advertising network MCN launches influencer practice in Mideast

DUBAI: Regional advertising group Middle East Communications Network has launched a dedicated influencer practice in the Middle East, North Africa and Turkiye to help clients across the group’s agencies, including FP7McCann, MullenLowe, UM, and Weber Shandwick.

Rami Gholmieh has been appointed to lead the practice as the regional director of influencer marketing, while Razan Zahra will serve as director of influencer relations.

“At the heart of our influence practice lies a commitment to two fundamental principles: effectiveness and efficiency,” Gholmieh told Arab News.

“The challenge lies in creating balance between leveraging channels to encourage content sharing and investing into paid promotions. Ultimately it requires a nuanced approach, tailored to the specific objectives and audience dynamics of respective brands.”

The practice takes a “de-siloed” approach to help agency brands across the group deliver influencer marketing campaigns, according to MCN.


L: Rami Gholmieh, regional director of influencer marketing. R: Razan Zahra, director of influencer relations.

L: Rami Gholmieh, regional director of influencer marketing. R: Razan Zahra, director of influencer relations.

The influencer marketing industry is rapidly growing, with 76.9 percent of marketers saying influencer marketing is a top priority, and 46.2 percent increasing budgets last year, according to a 2023 survey.

The growth and evolution of the industry is partly the reason why MCN chose to launch a dedicated practice now despite influencer marketing having been around for years.

With “the evolving dynamics of consumer engagement and brand interactions combined with new platforms and changing consumption patterns, a dedicated and fully integrated practice within the broader ecosystem is required to create tailor-made solutions for our clients,” the company said.  

As the digital and social media landscape becomes more complex, MCN’s influencer practice aims to help brands by “understanding the social voice, (acquiring) knowledge of real-time cultural insights, (and) possessing platform expertise, the ability to co-create, and journey awareness,” concluded Gholmieh.


Pioneering Asharq Al-Awsat journalist Mohammed al-Shafei dies at 74

Updated 08 January 2026
Follow

Pioneering Asharq Al-Awsat journalist Mohammed al-Shafei dies at 74

  • Egyptian was known for his fearless coverage of terrorist, extremist groups
  • One of handful of reporters to interview Taliban leader Mullah Omar in 1970s

LONDON: Mohammed al-Shafei, one of Asharq Al-Awsat’s most prominent journalists, has died at the age of 74 after a 40-year career tackling some of the region’s thorniest issues.

Born in Egypt in 1951, al-Shafei earned a bachelor’s degree from Cairo University in 1974 before moving to the UK, where he studied journalism and translation at the University of Westminster and the School of Oriental and African Studies.

He began his journalism career at London-based Arabic papers Al-Muslimoon and Al-Arab — both of which are published by Saudi Research & Publishing Co. which also owns Arab News — before joining Al-Zahira after Iraq’s 1990 invasion of Kuwait.

Al-Shafei joined Asharq Al-Awsat in 1991 and spent 15 years on the sports desk before shifting to reporting on terrorism. He went on to pioneer Arab press coverage in the field, writing about all aspects of it, including its ideologies and ties to states like Iran.

His colleagues knew him for his calm demeanor, humility and meticulous approach, marked by precise documentation, deep analysis and avoidance of sensationalism.

Al-Shafei ventured fearlessly into terrorist strongholds, meeting senior terrorist leaders and commanders. In the 1970s he was one of only a handful of journalists to interview Mullah Omar, the leader of the Taliban, and conducted exclusive interviews with senior figures within Al-Qaeda.

He also tracked post-Al-Qaeda groups like Daesh, Hay’at Tahrir al-Sham and Boko Haram, offering pioneering analysis of Sunni-Shiite extremism and how cultural contexts shaped movements across Asia and Africa.

During the war on Al-Qaeda, he visited US bases in Afghanistan, embedded with international forces, and filed investigative reports from active battlefields — rare feats in Arab journalism at the time.

He interviewed Osama bin Laden’s son, highlighting a humanitarian angle while maintaining objectivity, and was among the few Arab journalists to report from Guantanamo, where his interviews with Al-Qaeda detainees shed light on the group’s operations.

Al-Shafei married a Turkish woman in London in the late 1970s, with whom he had a son and daughter. He was still working just hours before he died in London on Dec. 31.