FP7 McCann has promoted Nick Salter to regional head of strategy for MENAT, recognising his role in boosting creative effectiveness and commercial performance. Salter has led award-winning work for major brands and helped reclaim top effectiveness rankings, and will now drive regional strategic direction, capability building, and network-wide consistency.
FP7 McCann has elevated Nick Salter to regional head of strategy for the MENAT region, recognising his role in strengthening the agency’s commercial and creative performance and contributing to a period of high-profile growth for the network.
Salter’s promotion follows 18 months of accelerated momentum, in which FP7 McCann sharpened its strategic output for some of the region’s most influential brands while reclaiming titles including Most Effective Agency and Network of the Year on the MENA Effie rankings. The agency also posted its strongest Cannes performance in more than a decade in 2025, with Puck’s Recipe for Change earning global recognition and becoming a marker of the region’s rising creative reputation.
Since joining the Dubai office, Salter has led strategy on award-winning campaigns and helped shape long-term platforms for Nestlé, Mastercard, Arla, Kinder, Heinz and others. His remit has spanned FMCG, finance, tech and consumer goods, with an emphasis on aligning creative ambition with sustained client growth across MENAT markets. He has also pushed for more integrated strategic solutions across accounts, embedding commercial discipline and creative effectiveness to improve outcomes for brands operating across multiple countries.
Agency leaders say Salter has been central to repositioning strategy as a growth engine rather than a support function. “Nick has been instrumental in evolving our strategy function into a regional growth engine — one that drives measurable outcomes for our clients and helps scale creative and commercial effectiveness across markets,” said Tarek Miknas, CEO of FP7 McCann. “His ability to connect insight with action, and creativity with business results, has strengthened our partnerships and set new benchmarks across the board.”
In his new regional role, Salter will set strategic direction across MENAT, build capability, accelerate new business, and drive consistency across client partnerships. He will also scale proprietary frameworks including McCann’s Truth to Impact platform, deepen cross-market collaboration and position FP7 McCann as one of the region’s most effective agencies for global and regional brands.
Salter will continue to strengthen ties between the MENAT network and McCann’s global ecosystem, with knowledge-sharing and alignment cited as priorities for the year ahead. The move also reflects the agency’s bet that strategic discipline will increasingly determine competitive advantage for agencies operating in fast-growth Middle Eastern markets.
Reflecting on the promotion, Salter pointed to Dubai’s role as a proving ground for strategic innovation and client trust. “I’m proud of what we’ve built with our clients in Dubai: strong strategic partnerships that give us the trust to push creativity and make work that delivers commercial impact,” he said. He added that the regional remit is about “scaling that momentum and doubling down at a network level on the bet that the best strategic and creative leaps in the Middle East come from FP7 McCann MENAT.”
The agency says the goal for the next phase is to elevate strategic effectiveness as the foundation for breakthrough work, drive commercial impact for brands across the region, and keep the network ahead in a competitive and fast-evolving regional market.
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