Dubai, [23/04/26] – Fresh off winning five Agency of the Year titles in its first full year, The Romans MENA has doubled-down on its rapid rise by appointing its first MD in the region.

Sophia Boudjemaa joins from MSL (Publicis Groupe), stepping into the newly created role, with a sharp focus on growth and expansion. Her mandate is to accelerate The Romans’ rise across the region, scaling both its client portfolio and reputation for the best earned-first work in MENA.

The announcement follows significant growth into new regional territories, with The Romans expanding its footprint across the GCC and into North Africa, as well as delivering high-impact work in South Africa, India, and parts of Asia. 

Boudjemaa previously held director roles at Zeno, Grayling, and Golin in London where she was responsible for major global brand portfolios, including Unilever and Campari. She entered the market in 2024 as MSL’s Head of Strategy and was featured in the Middle East PR Week Power Book 2025. 

The move comes less than two years after The Romans launched in Dubai, rapidly building an impressive client roster that includes Ethara, Audi, Binance, Keeta, Porsche, and other major local and global brands. 

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 Boudjemaa, MD at The Romans MENA, 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.”

In December, The Romans MENA was named Agency of the Year by the PRCA, MEPRA, and Campaign, following an incredible 12 months that saw the agency grow from one to 24 people, open a creative hub in Al Quoz, and run key national projects such as the Abu Dhabi Grand Prix. 

The Romans has a global headcount of almost 250, with offices in London, New York, Amsterdam, Dubai, and Berlin. The agency’s specialisms span Consumer, Corporate and Reputation, Sports, and Social. The Romans is the 2025 Cannes PR Agency of the Year.