Carat MENA bolsters its senior management in the Levant

As head of the Levant region, Hoyek will be charged with growing Carat's MENA presence and client portfolio which already includes Nokia, Adidas, Philips, Heineken and Kellogg's and assume overall responsibility for the operations in Syria, Jordan and Lebanon.

Working alongside the regional board, Hoyek will also ensure that the Levant agencies continue to invest in digital communications and increase the focus on market research and transparency in terms of reporting to clients, a remit which is being implemented across the 19 offices Carat MENA now has.

Speaking about her appointment, Michael Nederlof, CEO for Aegis Media and Carat Middle East and Africa said "Through her experience and standing in the industry, Karen will help Carat develop new and innovative partnerships with the Levant based media which in turn, will deliver real value for our clients. She will be a tremendous asset and is further proof of our intentions for further growth."

Hoyek added, "Carat MENA has a unique approach whereby it is challenging brands with thinking that transcends discipline and market standards. The agency is always asking more questions and as a result it is getting more answers and better results. There is a real movement happening and I'm very proud to be part of the team driving a new way of working in media."