The Romans MENA has appointed its first Managing Director in the region, welcoming Sophia Boudjemaa from MSL (Publicis Groupe). This follows the agency's growth into new regional territories, having expanded its footprint across the GCC and into North Africa, as well as delivering work in South Africa, India, and parts of Asia.
In the newly created role, Sophia will focus on growth and expansion, with a mandate to accelerate The Romans' rise across the region, scaling both its client portfolio and reputation for earned-first work in MENA.
Prior to entering the MENA market in 2024 as MSL’s Head of Strategy, Sophia held director roles at Zeno, Grayling, and Golin in London, where she was responsible for global brand portfolios, including Unilever and Campari.
Joe Lipscombe, Partner at The Romans MENA, said: "Our growth in MENA reflects a broader shift in the industry, away from volume-obsessed communications and towards ideas that earn their place in culture. We continue to see, now more than ever, an increasingly strong appetite for independent partners that bring originality, creativity, and cultural relevance at speed. Sophia’s appointment is a direct response to that.
"She belongs at The Romans. She is an earned-first thinker and culture driver, with an incredible amount of experience across independent and network agencies."
Sophia added:
"Globally, The Romans has always been a bit of an enigma in the PR industry. Loved by many, envied by all for consistently delivering some of the best earned-first creative work of the last decade. What Joe and the team have achieved in just 18 months is testament to the fact that there has been a Romans-shaped hole in the region's comms industry.
"It's a privilege to be joining forces with some of the best talent in the market and to be part of a team that shares the same ambition of raising the bar for PR in the region."
(Pictured: Joe Lipscombe and Sophia Boudjemaa)