Following her recent role in transforming SRMG Labs, the creative and strategic innovation arm of Saudi Research and Media Group, from an internal function into a client-facing partner, Lana Bdeir now joins M+C Saatchi Group Middle East as Chief Growth Officer.
Bdeir will lead lead the agency's growth agenda across the region, with a mandate to accelerate new business, sharpen M+C Saatchi Middle East's positioning in an increasingly competitive market, and bring the Group's diverse specialist capabilities into a more cohesive, growth-driven proposition. This will span across various specialisms, including advertising, media, sponsorship, talent management, PR, social, consulting, production, and Sport & Entertainment.
"M+C Saatchi’s belief in Cultural Power isn’t just a methodology, it’s a lens that changes how you approach growth entirely," said Bdeir. "What excites me most is the chance to operationalise that thinking more commercially, connecting the Group's creative depth to tangible business outcomes for clients."
A "fascinating moment"
Bdeir brings over two decades of experience across the Middle East, Europe, and global markets. At SRMG Labs, she led major pitches, built multidisciplinary teams, and drove external growth across clients including PIF and PepsiCo. Before that, she served as Managing Director at FutureBrand Middle East.
Adding on to what attracted her to the role, Bdeir said: "The region is in a genuinely fascinating moment. Brands here aren't just growing, they're being built from scratch at a pace and scale that's rare globally. I'm here to help this agency own that moment."
The appointment sits under the leadership of newly appointed dual CEO Scott Feasey, who earlier this year expanded his remit to take on the role of CEO for Europe while continuing to lead the Middle East business. Feasey said: "Lana brings a rare combination of strategic clarity, creative instinct, and commercial rigour. At a time when clients are looking for more connected, outcome-driven thinking, her ability to turn brand into a true growth engine will be critical as we continue to evolve our offer and scale across the region."
M+C Saatchi Group is the world's largest independent creative network, with a Middle East client portfolio that includes Aldar, Wio Bank, Warner Bros. Discovery, DP World Tour Championship, Longines Global Champions Tour, and Mubadala Abu Dhabi Open.