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Platformance has welcomed the UAE Media Council’s Advertiser Permit as a strategic advancement in the country’s digital economy. The new requirement, which mandates a permit for individuals who share promotional content on social platforms, introduces structure to one of the region’s fastest growing industries: creator monetisation

More than a compliance tool, the Advertiser Permit provides the foundation for a cleaner, more effective digital advertising ecosystem. For Platformance, which supports over 11,000 creators across the region through its technology platforms, the permit sets a clear standard for how content should be commercialised, approved, and distributed.

“We support any action that raises the bar for digital advertising in this country. The Advertiser Permit creates a safer, more transparent environment, not just for brands and creators, but for audiences. It removes bad actors, cuts down ad fraud, and puts stricter controls in place for how attention is bought and sold. That is the future of credible growth.”

What the permit unlocks

The policy introduces more than regulatory formality. We believe it marks a transition point in how the region defines media quality and value.

• It filters out low quality content, as creators must now operate with clear intent and registration
• It removes ambiguity around payment, platform integrity, and creator client responsibilities
• It reduces ad fraud and false claims by tying promotional activity to verified identities and legal approval
• It upgrades content standards by focusing the market on creators who are serious, accountable, and commercially ready

This shift allows regulated sectors such as finance, healthcare, and government to collaborate with creators under a protected and auditable framework, opening up new opportunity for the creator economy, while ensuring public safety and trust.

A global trend, led differently

Countries including France, Italy, and Saudi Arabia have introduced regulatory structures to govern influencer activity. The UK and US operate under strict disclosure rules supported by enforcement authorities. Each model has contributed to stronger outcomes for creators and brands alike.

The UAE takes this a step further by issuing a permit. Rather than encouraging best practice through soft policy, it builds the infrastructure to make it mandatory. This positions the UAE as a proactive leader in formalising digital monetisation.

We’re proud to announce that Platformance has taken home the Gold at this year’s Young Dubai Lynx Integrated Competition for our campaign, ‘Collabs That Never Happened’.

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The award was presented on stage to Ali Asif, Creative Lead, and Momina Khan, Senior Art Director, during the 2025 Dubai Lynx Awards Ceremony held at Emirates Golf Club in Dubai.

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As MENA’s leading platform for creative excellence and effectiveness, Dubai Lynx celebrates the region’s most impactful and innovative ideas—and we’re honored to be recognized among the best. This win is a testament to the power of bold thinking, cultural insight, and the incredible talent of our creative team.

This post has been originally published on Enterprise UAE Stories, Waseem Afzal Leads Platformance.io into a New Era with Platformance 2.0

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Platformance.io, a digital marketing platform founded by Waseem Afzal, has just launched Platformance 2.0, a bold step forward in its mission to drive real growth for clients. From humble beginnings just 22 months ago, the company has rapidly evolved into a full-service solution, and with its new website available in both English and Arabic, Platformance is now making waves in Saudi Arabia.

At the core of Platformance’s success is Waseem Afzal, one of LinkedIn’s top voices in advertising. His vision has always been simple: deliver real results, not just vanity metrics. From day one, he’s been laser-focused on helping clients grow, but now, Platformance 2.0 takes that mission to a new level. “We’ve always been about growth, but this new phase is about being faster, smarter, and more relevant than ever,” Waseem shares.

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A New Look, a New Market

The launch of the redesigned website is a key part of this new chapter. With a sleek interface available in both English and Arabic, Platformance.io is now ready to serve a broader audience, particularly in Saudi Arabia. This new bilingual approach shows the company’s commitment to the region, recognizing the importance of tailoring its services to the local market.

“Saudi Arabia is a dynamic, fast-moving market, and we’re excited to bring our expertise here,” Waseem says. “Our new site reflects that shift, offering an experience that is just as cutting-edge as the solutions we provide.”

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Beyond Advertising—Delivering Real Results

What sets Platformance apart from others in the field is its focus on business outcomes. Waseem has built the platform with one goal in mind: results. Whether it’s driving sales, leads, or customer engagement, every decision made by the Platformance team is based on delivering measurable success.

“Clicks and likes don’t pay the bills,” Waseem explains. “What matters to us, and to our clients, is growth—tangible results that make a difference to their business.”

This results-driven approach is evident in the platform’s recent successes with brands like KFC and Noon, where it helped deliver measurable growth through smart, data-driven strategies.

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Agility and Speed—The Platformance DNA

One of the key features of Platformance 2.0 is its agility. In today’s fast-paced digital world, the ability to adapt and respond quickly is crucial. Waseem and his team have built a structure that allows them to scale up rapidly, leveraging advanced ad technology to keep up with changing market demands.

“Speed is everything in the digital age,” Waseem says. “Our team’s ability to adapt and move quickly is what sets us apart, and it’s how we help our clients stay ahead of the curve.”

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The Future Is Bright

With its new website, a fresh look, and a growing presence in Saudi Arabia, Platformance.io is poised for even greater success. Waseem’s clear vision and relentless focus on results have driven the company to where it is today, and with Platformance 2.0, there’s no sign of slowing down.

“Reaching this point is just the beginning. We’re more committed than ever to helping our clients grow, and we’re ready for whatever comes next,” Waseem concludes.

To explore the new Platformance.io experience, visit the site in English or Arabic, and discover what the future of digital growth looks like.

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On October 2024, Amjad Pulyali, Our General Manager of KSA, participated as a distinguished panelist at the MMASMARTIES NEXT Conference, an event focused on exploring the cutting edge of marketing and technology.

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During the conference, Mr. Pulyali contributed to a key discussion centered on "What Does the Future Hold for Innovation and Growth?" His insights offered valuable perspectives on the evolving landscape of innovation and strategies for fostering sustainable growth in the dynamic KSA market and beyond.

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Pulyali' s participation underscores our commitment to thought leadership and its active role in shaping the future of the industry.

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The MMA SMARTIES NEXT Conference brings together industry leaders, innovators, and marketers to explore the latest trends, technologies, and strategies shaping the future of marketing.

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Dubai,UAE – September 2024

‍‍Earlier this year, Waseem Afzal, Founder and CEO of Platformance, was featured as a panelist at the Campaign Middle East Breakfast Briefing under the banner “The Future Is Now.”

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Waseem joined a powerhouse lineup of industry leaders on Panel 2, titled:

"How AI Can Help Digital Marketeers Improve Performance",

where he shared insights on the transformative role of artificial intelligence in driving outcomes-based marketing strategies.

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🗓️ Event Date: September 6, 2024

📍 Location: Grand Plaza Mövenpick, Media City

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Moderated by Neel Pandya (CEO – EMEA & APAC, Pixis), the panel included thought leaders from Omnicom Media Group, Stellantis MEA, Digital Rocket, and Turbostart MEA.

This engagement reinforces Platformance’s commitment to advancing performance marketing and shaping the future of digital advertising in the MENA region.

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Spearheading commercial operations across diverse MENA markets, Shoker leads with strategic prowess and dynamic vision

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MENA– September 2, 2024 – In a strategic move, Platformance.io, a leading next-gen media and Adtech solutions provider in the region, has announced the appointment of Hassan Shoker, a former senior TikTok executive, as Group Chief Commercial Officer (CCO). Shoker will spearhead the commercial growth of the group across all MENA markets, reporting directly to Waseem Afzal, CEO and Founder of Platformance.

With over 15 years of extensive media and marketing experience, Shoker has managed regional accounts throughout the Middle East, focusing on media investment and trading across various platforms. He is recognized as an accomplished business director, renowned for his impactful work across the region.

Shoker will oversee commercial operations in key markets, including the UAE, KSA, and Egypt. Before joining Platformance, he held senior executive roles at prominent organizations such as TikTok METAP,PHD MENA, and Mindshare MENA.

“We are excited to welcome Hassan Shoker to our team to drive forward our agenda of transforming the Adtech industry in MENA,” said Waseem Afzal, CEO at Platformance. “Shoker is a distinguished media veteran in our region. His extensive industry experience, combined with a deep understanding of the regional ecosystem, brings unique added value to our company. His approach to business is driven by an unrivaled appetite for success and growth, and he will help us unlock further growth for our clients.”

On his appointment, Hassan Shoker commented,“ It is an honor to join Platformance, one of the hottest and fastest growing startups in the region. We are collectively committed to driving growth and innovation for our clients. I’m incredibly excited and thrilled to embark on this journey at such a pivotal time. I am already impressed by what the team has achieved and look forward to expediting the rapid sustainable growth of Platformance.”

This strategic appointment underscores Platformance's commitment to strengthening its leadership team and enhancing its market position in the MENA region.

Notes to editors

About Platformance.io

Platformance.io is a media and adtech platform that helps brands connect with customers using a pay-per-outcome model. Through its innovative approach, Platformance enables brands to achieve their business objectives. Why pay for Media, when you can pay for customers

For media inquiries:

Hamza Sarawy, Head of Communications

hamza@plattofrmance.io

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This post has been originally published on Enterprise UAE Edition, My Morning Routine: Waseem Afzal, founder and CEO of Fast Ventures

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My litmus test is, if I removed myself from the company, would it still run?

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Waseem Afzal, founder and CEO of Fast Ventures: Each week, My Morning Routine looks at how a successful member of the business community starts their day — and then throws in a couple of random business questions just for fun. Speaking to us this week is Waseem Afzal (LinkedIn), founder and CEO of Fast Ventures. Edited excerpts from our conversation:

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I'm Waseem. I come from an agency background and spent 16 years at Omnicom Media Group in a variety of leadership roles. After that, I did three years at TikTok, where I was responsible for monetization of the app's ads business across the Middle East. Then I founded Platformance and the holding company Fast Ventures, which are low-funnel growth acquisition businesses designed to drive growth for a wide cross-section of advertisers in the region.

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It all started during my time at TikTok. I could clearly see the industry was at a crossroads. There were two sides: one part of the industry remained quite traditional, while a new generation of digital-native advertisers was emerging. These businesses had no physical footprint and were heavily focused on customer acquisition rather than vanity metrics like engagement or awareness.

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I felt that if we could bootstrap a platform focused on growth acquisition, we could address a clear gap in the market. We launched Platformance first, and just over two years later, we’ve onboarded over 200 advertisers across Saudi Arabia, the UAE, and the broader region. We've grown to a team of 140 people, mostly based in Dubai, with smaller teams in Riyadh and Cairo.

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Fast is more than a name — it's the DNA of who we are. Each letter stands for something: Future Adaptive Specialist Teams. Our business is structured around three pillars: supporting businesses around customer acquisition, incubating ad tech solutions that are homegrown and respond to regional gaps, and building consumer-facing brands for Gen Z and millennials in the region.

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Three trends are shaping the industry in the Middle East right now. First, AI. It’s changing the way we do business, connect with consumers, and operate as organizations. One of our entities, Lion, is an AI-first creative shop where 100% of the work is fully developed by AI. This lets us ship faster, iterate constantly, and improve speed to market.

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Second, the rise of micro-creators. We've seen a shift from macro-influencers to micro and nano creators, who tend to move the needle on sales far more effectively. Community ambassadors and small creators are becoming central to performance marketing.

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The third is retail media. There's a growing appetite to tap into previously elusive platforms — from quick-commerce apps to ride-hailing services like Careem — that are opening up their ecosystems to advertisers. There's a global stat floating around that all media will become retail media by 2030. We’re not there yet regionally, but the momentum is building.

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A typical day for me is about firing on multiple cylinders. We're a rocket ship that's flying and still being built midair. I’m hands-on with our go-to-market strategy, product development, engineering timelines, and internal process design. I come from a very process-driven background. My litmus test is, if I removed myself from the company, would it still run? A year and a half ago, we might have collapsed. Today, I think the business would do just fine.

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Cashflow is a major part of my day, too. We’re bootstrapped, and payment cycles can be three to four months, so I spend a lot of time making sure we remain cashflow positive while fueling growth.

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My mornings start with numbers. Each of the six entities within Fast Ventures is automated from a revenue management point of view. So after my first coffee, I go through our dashboards to see how we’re performing. I track client KPIs and red or green arrows tell me which areas need intervention. It’s a habit that ensures I'm never blindsided.

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I don’t get much sleep during the week. I’m usually the last person sending messages on our internal channels at night and the first to be up and active the next morning. I try to pace myself through the day, but I like starting with a clear head and a sense of where we are performance-wise.

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That said, I do make time for myself. I spend quality time with my parents, nieces, and nephews, especially on weekends. I work out regularly, partly because I love food and need to balance it out. On Saturdays, I sleep in, have breakfast with family, hit the gym, and go out in the evening. That’s my way of resetting.

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We’ve achieved a lot, but Fast Ventures is just getting started. Over the next two to three years, we want to become a credible enabler between brands, consumers, and technology. Our vision is to become a homegrown ad tech alternative to global platforms and to simplify the complexity of digital for a new generation of advertisers.

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Personally, I’d like to slow down a little. It’s been a fantastic run over the past two and a half years, but I’ve been going at full throttle. I’m so lucky to be surrounded by an incredible leadership team, and that gives me the space to step back a bit and be more intentional with my time. I want to focus on the things that only I can do, the decisions and actions that truly need me, and start giving more time to myself.

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I’ve been hooked on the Maxwell Leadership Executive Podcast lately. They’re on episode 300, and I’ve probably listened to half of it in just a few weeks. Maxwell is one of the most credible voices on leadership out there, and he covers everything from building high-performance teams to leading through change — stuff we as founders always need to have top of mind. I usually listen while working out. I’m also into The Mindset Mentor, which is more personal, about staying grounded, managing stress, and keeping sane through the madness.

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The best advice I’ve ever received is to stay at the center of change. When you're in the middle of change, you're always learning. When you're learning, you're evolving. When you're evolving, you're relevant. And when you're relevant, you're in demand. That advice has guided every career move I've made.

Dubai, UAE — 30 June 2025

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For years, many marketers have scaled back during summer in the GCC, assuming audiences are elsewhere and media effectiveness drops. Platformance’s new report suggests that view may be out of date.

The report, titled “Stay, Spend, Scale: From Summer Slump to Growth Surge,” draws on recent data from YouGov, TikTok and Platformance’s own performance marketing arm, Calibrate Commerce. It outlines how shifts in resident behaviour and media dynamics now position summer as an underused window for brands ready to act.

“Our role is to help brands grow in moments others might overlook,” said Waseem Afzal, Founder and CEO of Platformance. “This report reflects what we see across campaigns every summer. The people who stay are spending, and the media works better than many expect.”

What the Data Shows

• Around 70 percent of residents in the UAE and Saudi Arabia plan to remain in country this summer
• High earners and families are more likely to stay than leave
• CPLs fall by up to 20 percent in early summer, with improved conversion rates and lower media noise
• Spending is shifting indoors and online, particularly around wellness, entertainment and digital first retail

From Perception to Possibility

The report encourages marketers to approach the season with fresh eyes, supported by a clear action plan.

Platformance recommends brands:

• Build campaigns that move from brand to performance across the funnel
• Experiment with new formats such as CTV, gaming and shoppable video while costs are lower
• Lean into Arabic first creative and culturally aware storytelling
• Track business outcomes, not just media activity

“Summer gives you room to test,” Afzal added. “Not everything has to be a scale play. Some of the smartest campaigns begin with a few weeks of focused learning.”

Why Platformance Built This

Platformance is designed to help brands grow in ways that are measurable, regionally tuned and commercially accountable. This report reflects that thinking.  Grounded in data, shaped by ongoing performance insight, and meant to support brands looking to move early and grow steadily.

Download the full report here

Dubai, United Arab Emirates, 24 April 2025 –Platformance, the growth marketing platform within FAST Ventures, hasofficially opened its new office in Cairo, Egypt. The move reflects the company’s continuedinvestment in the MENA region and its wider ambition to work more closely withdigital native businesses across high growth industries.

The Cairo office will serve as a regional hub, enablingPlatformance to offer deeper local insight, faster response times, and closeraccess to clients, partners, and talent. The new location adds to existingoperations in the UAE and Saudi Arabia, strengthening Platformance’spresence in key digital economies.

“Egypt’sdigital economy is expanding quickly, with more businesses shifting toleveraging Digital as a business growth driving channel,” said Waseem Afzal,Founder and CEO of Platformance. “Ourpresence in Cairo positions us to support that growth directly. It allows us topartner more closely with local and regional brands, contribute to the widerdigital advertising industry, and play a part in building long term economicvalue.”

The office will be led by Hamza Madi, General Manager forEmerging Markets. Madi will oversee Platformance’soperations in Egypt, Kuwait, and Qatar.

“We’veseen rapid growth in Egypt and expanded the team quickly to meet demand,” saidMadi. “Egyptis an important market for us, and Cairo is a growing hub for digital talent.That is reflected in the team we’vebuilt and the work we are doing. We are delivering impact not only in Egypt,but across the region and internationally.”

Platformance currently supports clients in sectors such asecommerce, Teclo, Banking, FMCG, Auto, Fintech, Retail, and Mobility. The Cairoteam will offer local delivery support, market insight, and access toPlatformance’s proprietary tools.

-ENDS-

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Dubai, United Arab Emirates, 30 September2024 – Platformance.io, MENA’s fastest-growing growth acquisitionplatform, has announced the appointment of Rawan Hussein as Growth Director. Inher new role, Rawan will lead key client growth initiatives, ensuringPlatformance continues to deliver innovative and impactful business results forbrands across the region.

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With over a decade of experience drivingdigital strategies for leading global brands, Rawan has a proven track recordof achieving meaningful outcomes. Her portfolio spans high-profile projectssuch as Expo 2020 Dubai, Ford Motor Company, Nestlé,AlSafi Danone, Unilever, and IBM. At Platformance, she will focus on enhancingthe success of key accounts by leveraging cutting-edge technology to drive moresignificant business outcomes.

In her role, Rawan will work closely withclients to identify growth opportunities by focusing on future trends, emergingformats, and new channels that capture consumer attention. By strategicallyoptimizing ad spend and using data-driven insights, she will help brands reachtheir audiences in more effective and innovative ways, ensuring every campaigndelivers true value. Additionally, she will build high-performing teams readyto tackle the evolving demands of the digital advertising landscape.

Commenting on her new position, Rawansaid: “Throughout my career,I’ve admired how Platformance consistentlypushes boundaries and delivers real results for its clients. I’m excited to join a platform that doesn’t just follow trends but shapes them. I look forward toworking with the team to help clients unlock new growth opportunities,especially in today’s fast-changing digital world. It’s a chance to make a real impact by helping brands stay aheadof where their customers are.”

Waseem Afzal, CEO ofPlatformance, said:“Rawan brings a unique blendof experience, passion, and vision that is exactly what we need to help our clientsgrow. Her ability to see where the market is going and create strategies thatstay ahead is what sets her apart. This is another key strategic hire for usand further strengthens our leadership team. We’re thrilled to have her onboard to help our clients thrive in this ever-changing digital environment.”

Notes to editors

About Platformance.io

Platformance.io is a media and adtech platform that helps brands connectwith customers using a pay-per-outcome model. Through its innovative approach,Platformance enables brands to achieve their business objectives. Why payfor Media, when you can pay for customers

Formedia inquiries:

Hamza Sarawy, Head ofCommunications

hamza@plattofrmance.io

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Dubai, 11 February 2025 - Platformance, a subsidiary of FAST Ventures and a leading MENAad-tech growth acquisition engine, recently released its highly anticipatedRamadan Playbook, "Winning Ramadan" This comprehensive reportprovides brands with a strategic framework for maximizing their impact duringRamadan, a crucial period for consumer engagement in the Middle East and NorthAfrica (MENA) region.

Ramadan is a season of deep connection,reflection, and generosity, presenting brands with a unique opportunity tobuild meaningful relationships and drive real business impact. However, withincreasing ad competition and soaring content consumption, standing outrequires a strategic approach that goes beyond traditional advertising tactics.

The playbook addresses thesechallenges, offering actionable insights and a practical framework for brandsto navigate the Ramadan landscape successfully. The report focuses on three keyareas:

1.  Insights & Trends: Providing key MENA data on contentconsumption spikes and highlighting the pivotal role of creators in drivinguser engagement.

2. How to Win: The 4Cs Approach: Introducing a strategic frameworkbuilt on four core principles:

• Create:Leveraging Creator Content and developing culturally relevant and engagingcontent that resonates with target audiences.

• Connect:Engaging consumers across multiple touchpoints, from rich media to ConnectedTV.

• Contact:Reaching consumers at key moments in their journey, guiding them from discoveryto action.

• Convert: Driving measurable business impactthrough data-led strategies and performance optimization.

3. How to Get Started: Offering practical guidance onimplementing a smart, outcome-driven approach, including:

• Leveragingcreator-driven content to build trust and authenticity.

• Utilizingrich media and data-driven targeting to enhance engagement.

• Optimizingcampaigns with a Pay-Per-Outcome model to maximize business outcomes.

''Brands that truly succeed duringRamadan don’t justallocate ad budget to drive reach & engagement—they invest strategically towin attention & convert. This high-index 30-day window isn’t about spending more; it’s about spending smarter. Start withnailing a creator-led approach. Creators are now central to full-funnel impact,driving discovery, building action, and sustaining momentum beyondRamadan." - Waseem Afzal, Founder and CEO,Platformance

The report is available for download

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UAE, September 5, 2024 – Platformance.io, a leading Adtech solutionsprovider in the region, has announced the appointment of Hamza Madi, a seasonedmedia executive with over 15 years of regional experience, as the Group’sGeneral Manager for Emerging Markets and Solutions. Madi will spearhead thecommercial growth of the group across the emerging markets, reporting directlyto Waseem Afzal, Founder & CEO of Platformance.

Madi is to lead Platformance’s go-to-marketacceleration across emerging markets including the Lower Gulf, Levant and NorthAfrican regions, with P&L responsibilities under his oversight.Furthermore, Madi will be overseeing the rollout of the group’s soon-to-launchretail media value proposition.  

Leveraging his extensive experience in leadingthe business side of multinational media agencies, Madi will also support thebusiness development teams of Platformance with key accounts throughout thegroup’s diversified portfolio of ad products to grow revenue and deliverexceptional results.

Prior to joining Platformance, Hamza brings tothe industry more than a decade of richness in multi-faceted media experience,from UM MENAT, Hearts & Science ME, Initiative ME and OMD KSA.

Commenting on his appointment, Hamza Madi stated: "After+13 years in the media agency world, I’m thrilled to join Platformance, the platform that’s bound to stepchange how brands connect with consumers in a fully accountable model andcontribute to a leadership team that brings a wealth of knowledge andexpertise, all while maintaining a shared commitment to positive energy andauthenticity. I am deeply inspired by Waseem as a business leader and hiscompelling vision for success’’

”With his vast experience and invaluable proven track record of success,we‘re excited towelcome Hamza Madi to the Platformance rocketship as we seek to transform theAdtech Landscape in MENA," said Waseem Afzal, CEO of Platformance. ”Naming Hamza for his role is not just anew chapter, this is a whole new book we are writing for the MENA region‘' -Waseem added..

Notes to editors

About Platformance.io

Platformance.io is a media and adtech platform that helps brands connect with customersusing a pay-per-outcome model. Through its innovative approach, Platformanceenables brands to achieve their business objectives. Why pay for Media, when you can pay forcustomers

For media inquiries:

Hamza Sarawy, Head of Communications

hamza@plattofrmance.io.

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