The Generosity of Growth: Why ‘Give to Gain’ is the Ultimate Power Play

Felicity Stokes, Head of Marketing and Communications MENA, WPP Media

In the world of marketing and communications, momentum isn’t just a metric; it’s the lifeblood of our industry. My professional journey has been a relentless pursuit of that momentum—not just for the businesses I’ve represented, but for the teams I’ve led and the industry I am passionate about. It’s a journey that began in PR and corporate communications but found its true velocity in the thrilling, fast-paced world of media.

My immersion in media began in 2018 with PHD, part of Omnicom Media Group. Here, I progressed to manager to marketing lead in a couple of years and was recognised at the Omnicom Media Group MENA Awards as the Employee of the Year from over 700 GCC regional employees, which was a very proud career highlight. The recognition celebrated my ability to build PHD’s brand reputation through various PR activities, most specifically a large-scale conference titled BrainScape, which was excellently received by clients and the industry alike.

I was proudly promoted to the marketing and communications group-level role at Omnicom Media Group in 2020, where the challenge expanded exponentially. I was now stewarding the marketing and communications strategies for OMD, PHD, and Hearts & Science. It was less about managing one brand’s voice and more about conducting an orchestra of three distinct, powerful instruments. This period of immense growth forged the resilience and strategic perspective that I now bring to the most exciting position of my career to date: Head of Marketing and Communications for WPP Media MENA.

Today, I have the honour of shaping the narrative for a powerhouse collective including Mindshare, Wavemaker, and EssenceMediacom, as well as choreograph, Keyade, WPP Motion Entertainment and WPP Media Solutions. In just a couple of years, we have driven a monumental transformation, rebranding from GroupM to WPP Media and firmly establishing ourselves as the region’s definitive AI-powered, next-era agency. Accolades like winning Corporate Marketing and Communications Team of the Year at the 2024 Campaign Agency of the Year Awards are not just milestones; they are markers of our collective drive and a testament to what a unified, ambitious team can achieve.

This brings me to the values that anchor my leadership:

  1. Lead with Infectious Enthusiasm: Passion is a force multiplier. I believe that a genuine excitement for our work is what transforms a task into a mission. It fuels the ambition needed to show the world that WPP Media is the undisputed leader in the MENA region and beyond.
  2. Champion the Collective: I am fiercely proud of my small but mighty team of four. They are rewriting the playbook for how media agencies are marketed. My philosophy is that no one gets left behind. Every project, from a small internal comms piece to a major industry launch, is a collective effort where every role is critical and every success is shared. My goal is to cultivate a culture where every single person is proud to carry the WPP Media badge.

The theme of “Give to Gain” is a great example of this philosophy. It’s about an ecosystem of generosity. At WPP Media, we are committed to being keen skill-sharers. Our packed Learning & Development program isn’t a top-down mandate; it’s a vibrant ecosystem where peers and leaders across MENA markets become teachers. They lead sessions on everything from mastering our innovative AI platform, WPP Open, to honing soft skills like negotiation and presentation skills. In this environment, mentorship ceases to be a formal program and becomes a cultural reflex. We believe it is everyone’s role to give their knowledge freely to strengthen our entire ecosystem, including our people, our clients, and our industry.

To the next generation of women ready to lead, my advice is:

1. Don’t Fear the Future; Architect It. The narrative around AI and tech can feel overwhelming. Don’t be a passive observer. Lean in. Find the aspect that ignites your curiosity—be it data visualisation, creative AI, or platform ethics—and commit to becoming a leader in that space. The tools for mastery have never been more accessible.

2. Find Your Spike, Then Drive It Deep. Don’t try to be good at everything. Find the one thing you can be truly exceptional at—your “spike.” Once you find that passion, get involved, take courses, and pursue it with courageous commitment until you are the authority.

3. Champion Others, Ferociously. The most powerful “gain” you will ever receive is the success of those you have supported. Give your time, your knowledge, and your platform to other women and men. Build your circle. Your collective strength will be the force that reshapes our industry for the better.

Ultimately, “Give to Gain” is not just a theme for a day; it’s a strategy for a lifetime. The gain is not just a better career; it’s a stronger, more innovative, and more profoundly human industry for all.