Alliance Middle East Appoints Founding Board to Lead Next Phase of Growth
The Alliance Middle East has officially appointed its founding Board, marking a pivotal moment in its mission to support and scale the region’s independent marketing agency ecosystem.
As agencies across the Middle East navigate increasing commercial pressure, pricing challenges, and evolving client expectations, the formation of a dedicated Board introduces stronger leadership, clearer direction, and a focus on sustainable growth, profitability, and industry collaboration.
Strengthening the Independent Agency Ecosystem
Currently, the Middle East’s marketing landscape is in a state of regional challenge and change. Independent agencies are playing an increasingly critical role in delivering agile, specialist, and high-impact solutions, but are also facing mounting pressures around cash flow management, margin protection, and business resilience.
The Alliance Middle East was established to support agenices navigating these challenges, creating a platform for knowledge sharing, strategic collaboration, and collective advocacy. The appointment of the Board represents a significant step forward in scaling that impact.
Leadership Built on Real-World Agency Experience
The newly appointed Board brings together senior leaders from across the region’s independent agency community, each with deep expertise in building and running agencies in complex, competitive markets.
This ensures the Alliance Middle East remains grounded in real-world operational insight, with leadership that understands:
- The realities of regional client procurement pressure
- The need for stronger commercial discipline
- The shift towards value-based pricing models
- The importance of long-term client relationship management
MEET THE BOARD
Elisabeth Anne – Regional MD, Imagination
Elisabeth drives business growth, strategic innovation, and operational excellence across the MENA region. With over 20 years of industry experience, she brings a results-driven leadership style that blends commercial acumen with creative vision to deliver transformative brand experiences and enduring client partnerships.
Her focus on resource efficiency, team empowerment, and evolving go-to-market strategies ensures the agency remains agile and competitive in a fast-paced, ever-changing landscape.
Roy Aftimos is the CEO of C2 Comms, a leading data-driven communication, creative, and media agency in Dubai, UAE. With over 25 years of progressive leadership at the agency, Roy has been instrumental in its growth, expanding its footprint across the Middle East and India.
He spearheaded the launch of C2 Native, the agency’s innovation lab specialising in AI, modern social media, and marketing automation. Highly regarded for his strategic thinking and regional proficiency, Roy is dedicated to turning complex data into seamless, customer-centric brand experiences. He holds a BA in Advertising and Marketing from NDU.
Lisa Welsh – Co-Founder & Managing Partner, North Seventy Five
Lisa Welsh is a strategic communications leader with nearly two decades of regional expertise helping brands build reputation, navigate complexity, and unlock growth across the Middle East and beyond. At North Seventy Five, she partners with clients to sharpen narratives, elevate visibility, and deliver communications that drive real-world outcomes from market traction to stakeholder trust.
Whether advising government entities, multinationals, or emerging ventures, she helps clients translate ambition into influence through bold storytelling and future-ready Strategy. As Vice-Chair of MEPRA and a two-term Strategy Board Member, Lisa has played a key role in shaping industry standards and championing regional excellence. Her leadership defines North Seventy Five’s ethos: high-touch service, measurable results, and communications that earn attention, trust, and momentum
Dan Taylor – Regional Director, Bellwether Brands
Dan is the Regional Director at Bellwether, joining from WPP’s Landor where he led regional client advisory. With over 25 years of brand development and integrated marketing experience, including 20 years in the region, Dan and Bellwether offer specialised expertise in brand-led consultancy.
His client experience includes DP World, Marjan, SHAMAL, du, NEOM, Qatar Tourism, Saudia Airlines and Red Sea Global’s AMAALA. Dan previously, held leadership roles including VP Marketing for Ras Al Khaimah Tourism, Head of Brand at du, and Director of Brand for Dubai International Properties.
Mike Khouri – Founder & CEO, tactical.
Mike is the founder and CEO of tactical, a Dubai-born creative and innovation agency.
With Social at it’s core, tactical. has grown into a culture-driven partner for leading brands like Amazon, Spotify, Netflix and Visa.
Mike has pushed tactical. to the forefront of creative tech in the region, from launching the Middle East’s first mixed reality studio to building MAiK, an AI-powered creative lab designed to make social-first content faster and at scale. tactical. has been recognised as Campaign’s Independent Agency of the Year and one of Fast Company’s most innovative companies in the Middle East.
A New Phase of Growth for the Middle East Marketing Industry
The appointment of the Board marks the beginning of a more structured, strategic phase for the Alliance Middle East, one focused on delivering measurable value to its members and strengthening the position of independent agencies across the region.
As the industry continues to evolve through regional challenges, the Alliance Middle East and its leadership will play a key role in helping agencies adapt, compete, and grow.
This is a defining moment for the independent agency community in the Middle East.
JOIN THE CONVERSATION
If you’re an independent marketing agency in the Middle East, we want to hear from you.
Add your perspective. Share your experience. Be part of the conversation.
To find out how you can join our independent agency community, click here
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