APCO Announces New MENA Leadership Structure, Eyes Growth in Region’s Key Markets

Dubai – March 11, 2025: Global advisory and advocacy firm APCO today announced a new leadership structure for its Middle East and North Africa (MENA) operations, which lays the foundations for further growth in 2025 and beyond. Samer El Hachem, currently serving as chief operating officer for the region, will step into the role of deputy president for MENA, where he will drive the region’s development as a key engine of growth for the company.   

Supporting El Hachem will be Muhannad Al Badri, who has been elevated to managing director, Public Sector—UAE, and Mohamed Bahaa, who will become managing director, Private Sector—MENA in parallel to his role in APCO’s global public affairs leadership team. Yomna Kamel PhD joins the firm to lead APCO’s government advisory center, bringing with her more than two decades’ experience in advising UAE-based government entities on their communication strategies. 

Andrew Bone has been appointed managing director of APCO’s Saudi Arabia office to lead the company’s expansion in the Kingdom. Bone has more than 30 years’ experience in communications and crisis management, working extensively with Saudi ministries on Vision 2030 projects. Hala Hayek, former director at APCO, will co-lead operations in the Kingdom alongside Bone in her new role as deputy managing director of the Riyadh office. 

Imad Lahad, former managing director of the Dubai office, is leading APCO’s global AI business solutions team. This team will build on the launch of Margy, an adaptive intelligence platform that harnesses the collective knowledge and experience of APCO to deliver enhanced insights for clients.  

President, MENA Mamoon Sbeih said: “For nearly two decades, APCO has built a legacy of advisory, advocacy and impact across MENA. As we enter a new phase of growth, seamless integration across our markets is key to strengthening our capabilities and delivering even greater value. I’m proud to announce Samer as deputy president. His leadership will enhance our MENA offering and deepen our regional practices, ensuring APCO continues to lead and thrive.” 

El Hachem said: “I’m honored to step into the role of deputy president at APCO in MENA during this exciting time. Our region is evolving rapidly, and we are committed to expanding our offering, strengthening our market-leading practices and driving impactful solutions for our clients. Together, we will build on APCO’s strong foundation, unlock new opportunities and shape the future of advisory and advocacy in MENA.” 

CEO Brad Staples said: “As we continue to expand our footprint in the MENA region, our vision is to drive sustainable growth by leveraging our deep understanding of local markets and aligning our strategic initiatives across all offices. This new leadership structure will enable us to harness the collective expertise of our teams, ensuring seamless integration and collaboration. We are well-positioned to deliver innovative solutions and unparalleled value to our clients, further solidifying APCO’s position as a trusted advisor in the region.” 

Bone commented: “As the G20’s fastest-growing economy and an increasingly influential player on the global stage, Saudi Arabia presents one of the most important markets for APCO. I’m very pleased to navigate these seismic shifts alongside Hala, a powerhouse in her own right. We are working closely with our public and private sector partners in the Kingdom to help harness the opportunities created by Saudi Vision 2030.”  

Other notable announcements include the appointment of: Christophe Guibeleguiet, former partner and global Business & Society lead at Brunswick Group, to head APCO’s Climate & Sustainability practice in MENA, which supports clients with their ESG strategies and climate commitments in line with national and global agendas. 

Frédéric Cornet has been appointed to lead APCO’s new MENA capital markets arm, which was created by the acquisition of financial communications firm Camarco. Formerly managing partner and head of Capital Markets, MENA at Instinctif Partners, Cornet is a specialist communicator directing investor relations strategies and financial communications campaigns for a wide range of public companies.  

Geoffrey Pelham-Lane, chair of APCO in UK and CEO of Camarco, said: “The recent surge in IPOs in MENA, being driven by strong investor confidence, continues to buck global trends. With Camarco expanding to the region, spearheaded by Frédéric, we are positioned to support issuers on all the region’s bourses.” 

In addition to the new Climate & Sustainability and, via Camarco, the Capital Markets practices, APCO is introducing sector specialties in MENA to better serve its clients. The practices include Public Policy & Government Affairs led by Bahaa; Internal Communications, Change Management and Transformation led by Tim Walmsley; Crisis and Risk Management led by Nicolas Labuschagne; Creative & Brand Strategy led by Mohammad Kamal; and Family Office led by Jolyon Kimble. The sectors include Arts and Culture led by Siwar Bandar; Tourism led by Sofia Santos; Health co-led by Sanaya Pavri, Jumana Nabulsi and Ramla Ben Ammar; Defense and Technology co-led by Mathilda Saad and Ramy Reda; F&B led by Anshu Gupta; Technology co-led by Sarah Raafat, Benjamin Leakey and Thamer Alharbi; and Financial Services co-led by Amir Matar and Robert Kopitsch.