With over two decades across advertising and media, Elkaissi takes the reins at Initiative Saudi Arabia as the agency deepens its presence in one of the region’s most prominent markets.

WEDNESDAY, SEPTEMBER 2, 2026, RIYADH, SAUDI ARABIA: Initiative, a global media agency under Middle East Communications Network (MCN) in the MENAT region, part of Omnicom, has appointed Darine Elkaissi as Managing Director for Saudi Arabia. The move strengthens the leadership of the agency’s operation in the Kingdom as it deepens its position in one of the region’s most competitive markets and accelerates the digital transformation of its client offering.

Elkaissi brings more than 20 years of experience across creative and media agencies, client-side marketing, and the media owner community, including senior leadership roles at WPP Media and VML. Over the course of her career, she has supported the launch and growth of some of the Kingdom’s most prominent national projects and PIF entities, built and scaled high-performing teams, and earned the trust of senior client partners across the government, telecom, FMCG, and financial services sectors.

In her new role, Elkaissi will oversee the strategic direction and operations of Initiative in the Kingdom as the agency advances in step with the ambitions of Vision 2030. Her remit spans client excellence and new business growth, the advancement of the agency’s integrated, data-led media capabilities, and the attraction and development of the strongest local talent for its team in KSA.

Commenting on her 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.”

Elkaissi’s work has earned recognition at leading regional and international awards festivals, and she was named among the Global 200 Women Power Leaders in 2025. She lectures at Boston University and Pine Manor College and is a committed advocate for female empowerment and nurturing the next generation of talent.

Her appointment reinforces Initiative’s commitment to Saudi Arabia, ensuring that partners across the Kingdom are supported by leadership that pairs deep local authority with the full strength of the agency’s global resources, combining strategic vision with cultural insight to drive lasting brand value.