TBWARAAD has appointed Hadi Abou Khzam as Managing Director for Nissan United MENA.

The strategic hire signals a bold new chapter for the agency’s flagship automotive hub, which serves as the integrated marketing engine for Nissan and INFINITI across the Middle East and North Africa.

In his role, Khzam will drive the evolution of Nissan United 3.0, an artificial intelligence (AI)-powered, data-driven marketing model designed to deliver precision, performance and creative impact at scale.

His mandate: To transform how two of the world’s most iconic automotive brands connect with consumers in one of the industry’s fastest-evolving markets.

“The rules of automotive marketing have been rewritten”, said Reda Raad, Group CEO, TBWARAAD. “Today’s winners aren’t just creative, they’re disruptive, intelligent, integrated, and incredibly precise. Hadi brings the rare combination of creative vision and operational rigor needed to lead in this new era. With him at the helm, we’re not just evolving our partnership with Nissan and INFINITI, we’re redefining what best-in-class automotive marketing looks like for the entire region.”

Khzam brings more than two decades of experience building transformative marketing strategies for some of the world’s most demanding brands.

A true automotive specialist, he has led high-performing teams, pioneered innovative agency models, and created award-winning work recognised at Cannes Lions, Effie Awards, Clio, and the New York Festivals.

Most recently, he served as Head of Brand Management at DXB LIVE, the experiential agency of Dubai World Trade Centre, where he orchestrated large-scale brand experiences.

His career also includes leading the Jaguar Cars account across multiple markets and senior strategic roles for global brands including Mastercard, Nestlé, Kraft Foods, Dettol, Heinz, JTI and ENBD.

“Joining TBWARAAD feels like coming full circle,” Khzam said. “Disruption® isn’t just a tool, it’s a mindset that has fundamentally reshaped how I solve business challenges. My mission here is clear: to build a precision marketing machine where creativity, data, and AI work seamlessly together.

Khzam added. “We’re going to integrate artificial intelligence across every discipline and workflow, from insight generation to content creation to performance optimisation. This is our opportunity to take Nissan and INFINITI’s marketing into the next era of intelligence, agility, and connectedness.”

The appointment comes at a defining moment for the automotive sector in MENA, where digital adoption is accelerating, consumer expectations are rising and brands are under pressure to deliver both creative excellence and measurable return on investment (ROI).