5th Element hires Hatem Fakih to lead growth and media expansion

5th Element has named Hatem Fakih as VP Growth and Media to help drive commercial expansion across the Gulf, the Middle East and Africa. The hire underscores the independent media firm’s push into AI-led, outcomes-based marketing as advertisers demand clearer proof of media performance. Why it matters: - 5th Element is adding senior leadership to push deeper into the GCC and broader MEA market. - The hire reflects rising demand from advertisers for measurable media outcomes, not just reach or spend. - The company is betting that AI, data and performance-led media services will help win more regional business. What happened: - 5th Element named Hatem Fakih as VP Growth and Media. - The appointment is intended to accelerate the company’s commercial expansion across the Gulf and the wider Middle East and Africa region. - Fakih will lead growth strategy, P&L performance and the company’s media offering. - The goal is to help clients connect data, creative and performance to measurable business outcomes. The details: - Fakih brings more than 18 years of leadership in regional media and advertising. - He was most recently General Manager for the UAE and KSA at Mediaplus, part of the Serviceplan Group. - His earlier roles included senior positions at MAGNA Global (IPG) and Universal Media in Dubai. - Over his career, Fakih has worked with blue-chip advertisers across the region. - Fakih was recognized among the region’s award-winning media leaders in 2025. - 5th Element said the hire supports growth across the UAE, KSA, Egypt and India. - The company also plans to deepen relationships with clients and strategic partners across the region. Between the lines: - The appointment comes as advertisers in the GCC face fast-moving markets, currency shifts and more pressure to justify media investment. - 5th Element is positioning its independent, bilingual model as a fit for a region that wants more accountability and stronger performance signals. - Fakih’s focus on data and AI suggests the company wants to compete on outcomes rather than traditional media buying. - The move also signals that 5th Element sees regional expansion as a commercial opportunity, not just a hiring decision. What’s next: - Fakih is expected to shape how 5th Element packages growth, media and measurement for clients. - The company will likely use the role to strengthen its presence in the UAE, KSA, Egypt and India. - 5th Element is aiming to turn its regional teams and partner network into a broader commercial growth engine. The bottom line: - 5th Element is making a clear bet that senior talent, AI and outcomes-based marketing will drive its next stage of growth across the region.