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Publicis Groupe Middle East has announced the appointment of Dyala Badran as chief content officer for the MENA region. In this role, Dyala will lead the Groupe’s content practice, overseeing strategy, innovation, and scaled delivery across platforms, driving solutions for clients through dynamic and data-driven content ecosystems.

Bassel Kakish, CEO of Publicis Groupe Middle East & Turkey, said, “Dyala’s appointment comes at a pivotal time as content increasingly sits at the heart of our clients’ success. With her proven expertise and a vision that aligns seamlessly with our ambitions, Dyala will help shape the future of our content proposition, delivering impactful solutions that meet and exceed the needs of the modern consumer.”

With over 15 years of experience spanning media, digital, and content roles across the region, Dyala has been at the forefront of driving impactful content strategies for brands. Most recently she was the head of commercial content partnerships at TikTok for METAP, where she was responsible for creating revenue opportunities for TikTok by building bespoke content solutions for advertisers and agencies. Under her leadership, the METAP team pioneered global first programs for branded content with creators and publishers across key moments such as Ramadan, and the World Cup as well as vertical-based programs. 

Prior to this, she led content efforts at Webedia Arabia/UTURN Group, where she successfully brought together brands, publishers, and influencers to create cohesive and engaging content ecosystems.

Commenting on her appointment Dyala Badran said, “I’m thrilled to be joining Publicis Groupe Middle East. I’ve long admired the Groupe’s work, and I am inspired by their visionary approach to the future of the content business, fuelled by creativity, talent and technology. I look forward to growing the content practice and ecosystem to further support our clients as they leverage content innovation to build stronger connections with their users and consumers.

Under Dyala’s leadership, the focus will shift to creating a unified content practice that brings together intelligence, creativity, and technology to solve complex client challenges. By fostering collaboration across platforms and disciplines, Publicis Groupe ME is positioning itself to lead the conversation on how content drives meaningful engagement and measurable outcomes for MENA.