2025 MEPRA UAE Leadership Majlis: Communication Through Change

Wala Amara has moved to Riyadh from Dubai and joined 54 as an Account Director. In her new role, she leads strategic communications efforts, focusing on driving narrative and visibility for sports and tourism clients in the Kingdom of Saudi Arabia.

Wala joined 54 from Seven Media, where she managed several sports campaigns. She has also worked with 777Partners and DAZN in the UK.

TEAM LEWIS has launched Marketing SideKick, a proprietary AI-powered marketing intelligence platform available to its clients.

Developed in-house, the platform is designed to support marketing and communications teams by connecting data across PR, web, CRM and paid media functions, and providing recommendations as trends and narratives evolve.

Marketing SideKick comprises a suite of AI tools, including:

• Playbook – maintain brand memory and context across strategy, messaging and assets.
• Scout – track AI visibility metrics and share-of-voice tracking across AI search and answer engines.
• Ping – provides always-on media monitoring and narrative intelligence.
• Editor – refine content for clarity, structure, and brand consistency.
• Presenter – generate editable, on-brand presentations from briefs.
• Coach – deliver presentation training with performance insights.

Tarek Hakim has joined Action Global Communications as Senior Communications Manager. Based in Dubai, in his new role, he's responsible for leading the PR and communications efforts for the Samsung MENA account.

Tarek joined the agency after completing his role at BPG Group, where he supported the team managing clients such as Amazon Devices & Services, ORA Developers, Titan Lithium, Wasl, and AMANA. Before that, he was with Active for more than seven years in several communications roles.