Eyad Zarea, GM Carat Saudi Arabia

Former Media Director of Middle East, Turkey and Africa at Mars, Eyad Zarea, has joined Carat as GM Saudi Arabia. He will manage the agency’s operations in Riyadh and Jeddah, as well as support local and international clients. Zarea brings over 20 years of senior experience in the region across purchasing, media and strategy. In his previous role at Mars, he managed agency relationships and developed the digital, data and analytics capabilities. Prior to that he had an executive position at P&G.

Commenting on the appointment, Carat Saudi Arabia’s Managing Director, Ahmad Haider said, “The digital economy has changed the industry’s mindset from ‘consumer marketing’ to ‘engaging people’. Successful marketers will be those that leverage consumer understanding with the right partners. This is aimed to develop intelligent targeting, strategy, planning and activation. Zarea is a great addition to the team and will work to develop services that transform consumer and marketing data into insights that drive business outcomes.”

Zarea explained, “Carat is in the strongest position of any agency out there to fulfill the potential of media and media thinking as a source of business transformation. Their digital and media first approach immediately attracted me to the role, with the full range of capabilities needed to win in the digital age. It’s a unique position from which to help clients redefine the way that consumer experiences build their brands and I am thrilled to join Carat and be part of their evolution in the region.”

Carat Global

Carat’s mission is to Redefine Media. Carat creates better business outcomes for clients through its command of media convergence. Established in 1968 as the world’s first media agency, Carat is part of Dentsu Aegis Network, the global communications network. Consistently at the top of RECMA’s Global Qualitative Evaluation ranking, Carat serves clients in 150 countries via a network of more than 9,000 talented staff.