With over 10 years of experience in media and marketing, Fadi Maktabi has developed a skillset for driving clients’ businesses forward with integrated marketing and communications planning. After graduating from the American University of Beirut in 2006, Fadi joined OMD UAE to work on the PepsiCo account and quickly excelled at growing the business. In 2009, Fadi moved to OMD Cairo to lead the account for North Africa. Throughout his tenure in the business, Fadi developed the account from a primarily offline one to the integrated approach that is used to manage its communications planning today. In 2012, Fadi returned to OMD’s MENA headquarters to manage the PepsiCo business for the entire region, overseeing 14 markets and 19 brands in the portfolio. Over the years, Fadi has strived to bridge the gap between offline and online media, while ensuring that brand strategies are kept at the heart of every marketing initiative. Today, he extends this skillset and experience in every single market to provide strategic outlooks for all client portfolios at OMD MENA.