9Yards Names Fadi Zeidan Head of Media
Zeidan, a veteran of MENA's media industry, will lead the agency's planning and buying operations from November 2, 2026.
Updated on Nov. 10, 2026 in Advertising
9Yards Communications has appointed Fadi Zeidan as Head of Media, effective November 2, 2026. Zeidan will lead the agency's planning and buying operations, bringing more than 20 years of experience in the MENA region's media industry.
Why it matters
The appointment strengthens the agency's senior leadership with a greater emphasis on media within its integrated offering. It aims to bring media, strategy, PR, and creative advertising closer together.
Zeidan spent 17 years at Starcom Publicis and previously led a 30-person team at Initiative MENA before joining Equation Media as Regional Managing Director. 9Yards Communications, founded in 2017 with 10 staff, now employs more than 160 people.
The players
9Yards Communications
A media and communications agency operating under 9Yards Holding and founded in 2017 with a team of ten, now employing more than 160 people.
Fadi Zeidan
A media executive with over 20 years of experience in the MENA region, including 17 years at Starcom Publicis and prior leadership roles at Initiative MENA and Equation Media.
Hussam Almulhem
The Group CEO of 9Yards Communications, who founded the agency in 2017.
The details
Zeidan most recently served as Regional Managing Director at Equation Media. He will build a media function that combines strategic thinking, data-led planning and commercial discipline, with a focus on strengthening client partnerships.
Timeline
2017: Group CEO Hussam Almulhem founds 9Yards Communications.
November 2, 2026: Zeidan's appointment as Head of Media takes effect.
2027: 9Yards expands into new international markets.
Market Landscape
The move reflects a broader push among MENA agencies to fold media planning into integrated offerings alongside strategy, PR and creative. Positioning media as a senior leadership function is a way for agencies to compete on connected campaigns rather than discrete services.
For brands working with agencies in the region, the appointment signals a stronger focus on integrated media planning and data-led buying. Clients may see media strategy more tightly linked to PR and creative work.
The takeaway
Agencies that elevate media to senior leadership are signaling that planning and buying now sit at the center of the client relationship. Advertisers evaluating partners should ask how media, strategy and creative are coordinated.
What happens next
Zeidan's appointment takes effect on November 2, 2026, and 9Yards plans to expand into new international markets in 2027.
Further reading
Explore more advertising industry coverage to see how agencies are reshaping their media and creative offerings.
Source note: This article includes information reported by Campaign Middle East.
