The Romans MENA has appointed its first Managing Director, following a standout debut into the region that saw it secure five Agency of the Year titles within the past year.
Sophia Boudjemaa joins from MSL (Publicis Groupe) to take on the newly created role, with a a focus on growing the agency’s reach across the Middle East and beyond, scaling both The Romans’ client portfolio, and its reputation for delivering earned-first creative work.
Commenting on her new role, Boudjemaa highlighted the agency’s positioning within the global PR landscape. “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,” she said. "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."
Boudjemaa brings a strong international background. She previously held senior roles at Zeno, Grayling, and Golin in London, where she led global accounts such as Unilever and Campari. She relocated to the Middle East in 2024 as Head of Strategy at MSL.
Continued growth
The appointment comes at a time of rapid expansion for the agency. Since launching in Dubai less than two years ago, The Romans MENA has grown its presence across the GCC, and into North Africa, while also delivering campaigns in markets including South Africa, India, and wider Asia.
The agency has built a client roster that includes Ethara, Audi, Binance, Keeta, and Porsche, alongside a mix of regional and global brands.
“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," said Joe Lipscombe, Partner at The Romans MENA. "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.”
Boudjemaa added: “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.”
Since it's launch in the Middle East, The Romans has experienced a period of rapid growth that saw the team scale from one to 24 employees, launch a creative hub in Al Quoz, and deliver major projects including the Abu Dhabi Grand Prix.
Globally, The Romans employs nearly 250 people across offices in London, New York, Amsterdam, Dubai, and Berlin. The agency operates across consumer, corporate and reputation, sports, and social, and was named Cannes PR Agency of the Year 2025.