- Kelly Smith and Sam Khachikyan to lead £32m turnover media service
- Mohaned Lafi to spearhead Middle East growth as chief executive MENA
- Louay Houri takes on new global role as chief content officer
Four Agency Worldwide has announced new senior roles, including three promotions to its ExecCo, as the next step in its Future Four vision to become the leading independent, international agency advancing new frontiers in marketing services. Four is focused on delivering media, creative and communications services across four hero sectors in health, government, future industries and lifescapes.
Kelly Smith and Sam Khachikyan will lead Four’s media planning & buying service, which represents around a third of the agency’s fee income across more than 90 countries. ExecCo member Kelly takes on this new role in addition to her sector leadership in health. She will be supported by Sam in his position as chief marketing performance officer for the group. Together, they will focus on innovation, marketing and thought leadership across Four’s media service.
Mohaned Lafi has been promoted to chief executive MENA, where he will spearhead growth across the region, from Four’s offices in Riyadh, Abu Dhabi and Dubai. Mohaned has been a key driver of Four’s increasing portfolio of Saudi clients, after years of building the agency’s corporate and business offer in the UAE and across the region.
Louay Houri has been promoted to a newly created role of chief content officer for the group. He will focus on expanding Four’s content capabilities globally, building on his success in developing Four’s Middle East creative & digital services to a multi-million pound business.
Sam, Mohaned and Louay will join Four’s ExecCo. Mohaned becomes the third graduate trainee at Four to reach ExecCo level.
Nan Williams, group chief executive, said:
“These appointments are the next steps we’re taking to implement our Future Four vision, promoting the best talent from within our business to the very top of our organisation.
“We have moved to a one-agency model focused on our four core sectors, powered by The Difference Engine – a powerful intersection of deep audience insight, behaviour change and responsible AI which we use for future-proofed campaign planning and delivery.
“We have made huge changes in the last 12 months, with investments in the right people and the best tech to deliver groundbreaking work. There is an exciting and demanding journey ahead.”