MAM
Mindshare MENA promotes Ravi Rao as CEO as Samir Ayoub resigns
MUMBAI: Mindshare MENA CEO Samir Ayoub has resigned from his post and has been appointed delegate of the board at the agency. Ayoub will transition from his current role as CEO, on 1 February, 2016 and continue to act as an advisor and consultant on all matters related to the agency until July 2016.
Stepping up to the CEO role will be Mindshare MENA chief client officer and UAE team lead Ravi Rao.
Ayoub, who has led Mindshare MENA since 1999, previously headed up Ogilvy Media. Throughout his 26-year tenure with WPP companies, Ayoub has built up world-class media offerings in the region. His in-depth knowledge of the multiple markets and its consumers’ lifestyles, habits and choices, has supported local and international brands in developing their market share across regional geographies.
Rao joined Mindshare MENA in May 2015 as chief client officer and in October took on additional responsibility for leading the UAE team. Previously Rao led Mindshare South Asia as CEO for three years. Rao’s nine plus years experience with WPP companies has honed his transformational expertise, which will now support the Mindshare MENA network as it continues to create cutting edge products for its clients and their brands. Rao will leverage new opportunities to further develop the agency’s strategic business alliances and deliver network growth across agency disciplines and client categories.
WPP MENA director Roy Haddad and Mindshare MENA chairman Edmond Moutran jointly commented, “Whilst Samir will be leaving the day-to-day operations of the agency in February, he will remain a valued member of the team as delegate of the Mindshare MENA board, continuing to support and facilitate the agency’s initiatives that keep it future ready and a sought after media partner in the region.”
Ayoub said, “My time with Mindshare has been rewarding and exhilarating. Much has changed in the consumer and media landscape since I took on the CEO role 17 years ago. I am delighted that the company will continue to flourish, guided by the experienced and capable hands of my friend and colleague Ravi Rao. In the coming months and years ahead, I look forward to celebrating its continued achievements.”
Tasked with further developing the agency’s offering, Rao added, “It is most satisfying that I was one of ‘the Day 1 employees’ when Mindshare was set up in the region way back in 1999. A real privilege now to lead Mindshare MENA and I really look forward to further building on the success of our strong team and a world-class product so our client partners benefit the most by driving the Adaptive Marketing vision.”
Brands
ZEEL transfers syndication business, invests Rs 505 crore in IP push
Restructuring, stake buy and FCCB moves signal sharper content strategy
MUMBAI: In the content economy, owning the story is half the battle monetising it is the real game, and Zee Entertainment Enterprises is doubling down on both. The company has approved the transfer of its syndication and content licensing business to its wholly owned subsidiary ZI-IPR Enterprises, alongside an investment of Rs 505 crore aimed at strengthening its play in content intellectual property (IP) acquisition, management and monetisation. The move, effective April 1, 2026, will see the business transferred on a slump sale basis at book value, including all associated assets, liabilities and commercial rights effectively consolidating IP operations under a more focused structure.
At its core, the restructuring signals a strategic shift. As content consumption increasingly fragments across digital and global platforms, the value of IP lies not just in creation but in how efficiently it can be distributed, repackaged and monetised across markets. By housing its syndication engine within ZI-IPR Enterprises, ZEEL appears to be building a more agile and scalable ecosystem, one that can better extract value from its vast content library while adapting to evolving distribution models.
But the company’s ambitions are not limited to restructuring. ZEEL has also approved an investment of up to Rs 20.09 crore in Culture of Real Experiences (CORE), acquiring a 51 per cent stake in the entity. The move expands its footprint into the broader creative and experiential space, suggesting a push beyond traditional broadcasting into areas where content, culture and immersive experiences intersect.
At the same time, ZEEL has moved to tidy up its financials, approving the redemption of $23.9 million in outstanding foreign currency convertible bonds (FCCBs) and cancelling an unused $215.1 million commitment. The twin steps are expected to ease pressure on its treasury, freeing up capital and improving financial flexibility as the company invests more aggressively in its IP strategy.
Taken together, the decisions reflect a company in recalibration mode streamlining legacy structures, sharpening its focus on content ownership, and exploring new avenues for growth. In a market where the lines between television, streaming and experiential entertainment are increasingly blurred, ZEEL’s latest moves suggest it is not just creating content, but building a system to make that content travel further and pay better.
