Eyad Zarea, former Media Director – Middle East, Turkey & Africa at Mars, has joined Carat as General Manager, Saudi Arabia.
He will manage the agency’s operations in Riyadh and Jeddah, supporting local and international clients as they put consumers at the heart of their businesses.
Eyad brings over 20 years’ senior experience in the region across purchasing, media and strategy, managing agency relationships and developing the digital, data and analytics capabilities for Mars and previously, Procter and Gamble.
Zarea will report to Carat Saudi Arabia’s Managing Director, Ahmad Haider. “The digital economy has changed the industry mindset from ‘consumer marketing’ to ‘engaging people’ and successful marketers will be those that leverage consumer understanding with the right partners, to develop intelligent targeting, strategy, planning and activation. Eyad is a great addition to the team and will work with talent from across the business to develop services that transform consumer and marketing data into insights that drive business outcomes. I am delighted to have Eyad on board and look forward to working with him to build Carat and our clients’ businesses in Saudi Arabia,” says Haider in a statement.
Zarea adds: “Carat is in the strongest position of any agency out there to fulfill the potential of media and media thinking as a source of business transformation. Their digital and media first approach immediately attracted me to the role, with the full range of capabilities needed to win in the digital age available. It’s a unique position from which to help clients redefine the way that consumer experiences build their brands and I am thrilled to join Carat and be part of their evolution in the region.”