Integrated communications agency Four has elevated Mohaned Lafi to the position of CEO for the Middle East and North Africa (MENA) region. In this expanded role, Lafi will be responsible for driving the agency's growth strategy and overseeing operations across its key regional hubs in Riyadh, Abu Dhabi, and Dubai.Lafi's promotion follows his successful tenure as Managing Director for Corporate and Business, where he was instrumental in building Four's corporate communications and B2B offering across the UAE and the wider region. He has also been a key driver in expanding Four's client portfolio in Saudi Arabia, a significant growth market in the MENA region's integrated communications landscape.Ray Eglington, Group Managing Director at Four, highlighted Lafi's deep understanding of the regional market and his proven leadership in achieving significant client wins and fostering strong team performance. This appointment underscores Four's commitment to strengthening its presence and delivering impactful integrated campaigns in a dynamic MENA market.The MENA region's integrated communications market is currently experiencing robust growth, fuelled by increasing digital adoption, a burgeoning demand for sophisticated content, and the need for culturally nuanced communication strategies. Agencies are increasingly focusing on digital-first approaches, leveraging data analytics for deeper audience insights, and integrating public relations, digital marketing, and creative services to deliver cohesive and impactful campaigns. Lafi's leadership is expected to further solidify Four's position as a leading integrated agency in this evolving landscape.Four's integrated service offering in MENA spans public relations, digital and social media marketing, content creation, media planning and buying, and government communications, reflecting the agency's commitment to providing comprehensive solutions to its diverse client base across sectors like government, health, future industries, and more. Lafi's promotion signals a strategic move to capitalize on the region's growth potential and further integrate Four's expertise across its Middle Eastern offices.(Image: Four Communications)