Name: Nezar Nagro Designation: CEO, Rotana Media Services Holding Total years in the industry: 36 years Total years in the Middle East: 36 years Other leadership roles: Chairman, Rotana Modern for Publicity and Advertising – Rotana Signs
Nezar Hasheem I Nagro is Chief Executive Officer of Rotana Media Services Holding and Chairman of Rotana Modern for Publicity and Advertising (Rotana Signs).
Tasked with developing Rotana’s in-house advertising sales capability, Mr. Nagro has played a central role in building Rotana Media Services into one of the region’s leading advertising sales houses, developing long-standing relationships with advertisers, agencies and media partners across both pan-Arab and regional markets.
With 36 years of experience in the media and advertising industry in the Middle East, he brings extensive knowledge of commercial strategy, media sales, client relationships and organizational leadership.
Throughout his career, Mr. Nagro has focused on building sustainable businesses around strong commercial partnerships while developing the next generation of leadership within the organisation.
He holds a degree in Economics and Business Administration from King AbdulAziz University in Jeddah.
Giving younger executives greater responsibility within the organisation. Leadership succession cannot begin when a senior executive decides to leave. It needs to be built continuously. We focused on identifying talented people within the organisation, giving them greater exposure to decision-making and allowing them to lead important areas of the business. Promoting younger leaders also brings new thinking into the organisation.
One thing the industry needs to improve as a priority A fairer distribution of value across the advertising ecosystem.
One point of focus for 2026 within the organisation Profitable growth through operational efficiency, technology and stronger commercial execution.
One quality you believe is essential to leadership Integrity.
Words of advice to young leaders Patience.
One thing you have learned during the past 12 months AI will not replace experience, but leaders who combine AI with experience will outperform those who don’t.
POWER ESSAY: THE ADVERTISING INDUSTRY DOES NOT HAVE A REVENUE PROBLEM – IT HAS A VALUE PROBLEM
The MENA advertising industry has changed dramatically. Audiences are fragmented across television, digital platforms, social media, outdoor media and emerging channels. Technology has created extraordinary opportunities to understand consumers, measure performance and deliver increasingly targeted advertising. Yet one fundamental question remains unresolved:
How should value be distributed across the advertising ecosystem?
Advertisers understandably want greater efficiency. Agencies face continuous pressure on margins. Media owners need to fund high-quality content and infrastructure. Technology platforms demand an increasing share of advertising expenditure. Sales houses are expected to deliver audiences, data, service and commercial results simultaneously.Everyone is being asked to deliver more. But the conversation often focuses primarily on reducing price rather than increasing value. That model cannot remain sustainable indefinitely. The future of advertising requires a healthier commercial ecosystem based on three principles: transparency, measurable value and partnership.
First, the industry needs greater transparency. Advertisers should understand what they are buying, w…