9Yards Communications Names Fadi Zeidan Head Of Media
9Yards Communications has appointed Fadi Zeidan head of media, effective 2 November 2026. The independent integrated agency, the largest of its kind in Abu Dhabi, is putting more weight on media within its offer as it prepares to expand into new international markets in 2027.
- Agency: 9Yards Communications, Abu Dhabi
- New role: Head of media
- Effective: 2 November 2026
- Previously: Regional managing director, Equation Media
Fadi Zeidan's Brief
Zeidan will lead the agency's planning and buying, with a focus on building its capabilities, strengthening client partnerships and bringing media, strategy, PR and creative closer together.
Two Decades In MENA Media
Zeidan has more than 20 years in the region's media industry. The most recent role was regional managing director at Equation Media, part of The Network Communication Group. Before that, Zeidan was regional business lead at Initiative MENA, leading a team of 30 and overseeing integrated media strategies for more than 40 brands, and spent 17 years at Starcom Publicis.
What They Said
Karim Fattal, managing director of 9Yards Communications, said the agency wants "a media offering that goes beyond planning and buying", bringing together strategy, execution and accountability. Zeidan said audiences are more fragmented and clients are "under increasing pressure to demonstrate the value of their investments," and that the aim is to make media part of how brands approach their business problems rather than a standalone discipline.
The Context
9Yards Communications was founded in 2017 by Hussam Almulhem, now group CEO, and has grown from 10 people to more than 160. It is the flagship of the recently formed 9Yards Holding, which spans marketing, advertising, events, PR, media production and media buying. Hiring a network-trained media head is a familiar step for independents that want to compete with holding companies on media accounts. Zeidan's former network, Initiative, recently won Pernod Ricard's media business across India and APAC.
More about the agency is on 9Yards Communications' website.
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