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Serviceplan Group Middle East is pleased to announce the appointment of Sajju Ambat as director of creative strategy and insights. With his extensive experience in brand building, business scaling, and campaign effectiveness, Sajju’s addition strengthens the agency group’s strategic capabilities with his innovative thinking as it continues to drive growth across the GCC.

Sajju brings over 15 years of expertise to his new role, having led successful campaigns for global brands such as Nestlé, Unilever, Pepsi, Tinder, and Heineken. Throughout his career, he has worked with top agencies like VML and Publicis, delivering impactful strategies across Southeast Asia, South Asia, and the Middle East. Known for his ability to seamlessly integrate data, creativity, and social media, Sajju has a proven track record of crafting innovative solutions that connect with audiences and drive tangible business results.

Frances Bonifacio, head of strategy at Serviceplan Group Middle East, shared her enthusiasm about Sajju’s arrival, “We are beyond thrilled to gain a brilliant think tank like Sajju whose knack for unlocking unique perspectives is quickly earning the trust and enthusiasm of our clients. We’re also proud that Sajju will be serving on the MENA Effies jury this year, which speaks to his strong standing and valuable voice in the industry.”

In his new position, Sajju will focus on developing a bold, strategic approach that empowers partners to capitalise on unique advantages. “Creative strategy is a new frontier for me, and I’m excited to explore what this role can truly mean,” Sajju stated. “The need of the hour is to be strategic about creative choices. Whether it’s connecting the dots, venturing into unexplored territories, converting chaos into clarity, or composing elevated narratives, the start needs to be bold enough for the end to be magical.”

Sajju emphasises the importance of diverging from traditional methods: “While many rational approaches exist, I believe that old roads seldom lead to new destinations. Our approach to strategy must be radical, focusing on spotting opportunities that may be overlooked.” He aims to align emotional storytelling with practical solutions, hoping to inspire others to embrace this fresh perspective.

Sajju’s appointment reflects the agency’s commitment to staying ahead of industry trends while delivering exceptional creative and strategic services.