15-05-2025
BRASH deepens presence in Saudi Arabia with Regional Director appointment
Global brand agency BRASH has expanded its leadership team with the appointment of Mou'nes Chibli as regional director, deepening its presence in the Kingdom of Saudi Arabia.
Based in BRASH's Riyadh studio, Chibli will oversee key client partnerships, including landmark projects with Qiddiya, New Murabba, King Abdullah Financial District (KAFD), and Diriyah, while spearheading new business opportunities across the region.
This senior leadership role is a pivotal step for BRASH as it looks to strengthen its presence on the ground, build its growing local team and expand capabilities to meet increasing demand across the Kingdom.
John Brash, CEO of BRASH, said, 'Saudi Arabia is undergoing an extraordinary transformation, and we're proud to be playing a role in shaping its next generation of cultural, commercial, and tourism destinations. With a stronger team in Riyadh and dedicated regional leadership, we're positioned to better support our clients and continue delivering work that defines places and shapes global perception.'
The strategic appointment reflects the agency's long-term commitment to the region and aligns with the broader momentum of Vision 2030 across culture, tourism and innovation.
Commenting on his appointment, Mou'nes Chibli, Regional Business Director – KSA, BRASH, told Campaign Middle East, 'This is more than just a new role; it's a return to purpose. As someone who's long been passionate about shaping stories that matter, joining BRASH at this transformative moment for Saudi Arabia is deeply meaningful. The Kingdom isn't just transforming its landscape; it's rewriting the global playbook for place-making, and BRASH is at the heart of that shift.'
Chibli added, 'With Qiddiya, New Murabba, and other iconic projects underway, my focus is on turning vision into tangible cultural and commercial impact — building not just destinations, but legacies. We're here to lead, challenge convention, and shape what's next.'
This announcement also follows a series of recent accolades for the agency. BRASH won seven awards at the Transform MENA Awards and has been shortlisted for three more, including Gold for its work on New Murabba.
Additionally, BRASH's Strategy Director Roger Gray was named Brand Strategist of the Year for his leadership in developing the brand architecture model for Qiddiya.
