Hayek and Mulhem on the move at MBC

Mazen Hayek has been named as the group director of marketing, PR and commercial at MBC Group, replacing Mohamed Al-Mulhem, who moves to the network's music division, Campaign can reveal.

Hayek, who joined MBC as director of marketing and business development at news channel Al Arabiya in September from PR agency Manning Selvage & Lee, said that the marketing and communications department would be restructured in order to provide a more integrated approach to its communications.

He said: "I was brought in to streamline our marketing activities and optimise our spend and agree on the final destination together with everybody in marketing and get there in the fastest most efficient and cost effective way.

"There is a restructuring plan in place for the marcoms department. I'm trying to instill this marcoms culture. Adopting an integrated communications approach is going to be key to our future success," he added.

"We have a lot of challenges on the marketing front. Specialisation within media is going to be paramount."

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