With the expected growth of the country’s advertising industry by 2025, Qatar is a uniquely positioned market with substantial potential in both the advertising and technology sectors, a top official of Omnicom Advertising Group (OAG) told Gulf Times in an exclusive interview.
OAG President and Global CEO Troy Ruhanen, who visited Omnicom Qatar’s rebranded office in West Bay, lauded the country’s strong brand identity, innovative spirit, and projected market growth to exceed $1bn in 2025, citing recently published data from market research and data group Statista.
Following the establishment of Omnicom Qatar last year, which successfully merged the company’s diverse advertising, creative, events, and public relations agencies, Ruhanen emphasised the value of developing a robust local talent pool, as well as its commitment to local talent development, which he described as a key strategy for driving long-term success and innovation in the rapidly evolving market.
He said: “Our goal is to cultivate a consistent and skilled workforce within the region. By doing so, we aim not only to enhance our local operations but also to tap into the best global practices and methodologies that we have access to, ensuring that we can deliver exceptional results for our clients.”
Ruhanen noted that he was particularly impressed by Qatar’s rapid adoption of new technologies and its ability to operate free from bureaucratic constraints. He observed that without “established behaviours,” the region can embrace new practices more quickly than others.
He also lauded Qatar’s unique “we can” mindset, highlighting that the country’s lack of bureaucratic constraints allows it to leapfrog ahead of others, enabling swift adoption and effective use of new tools.
On the role of emerging technologies like augmented reality in driving growth in Qatar’s advertising market, Ruhanen said the country’s advertising landscape is poised for significant digital transformation, with projections indicating that by 2030, between 75% and 80% of advertising expenditures in the region will be allocated to digital platforms.
“This transition is extraordinary considering that digital transformation will extend beyond just social media and performance marketing, encompassing a wide range of digital strategies,” Ruhanen pointed out.
He noted that the country has strengthened its position as a regional tech hub, particularly highlighted by last year’s Web Summit Qatar, which attracted more than 15,000 attendees.
Qatar’s welcoming attitude toward major tech companies, such as Google, Microsoft, and Huawei fosters opportunities for collaboration and innovation, said Ruhanen, who advocates for a more dynamic strategy in the market, suggesting that the country could take the lead by shifting from merely “capturing demand” to actively “creating demand.”
In a statement, Omnicom recently announced the formation of Omnicom Qatar to bring together the power of the company’s advertising, creative, events and public relations agencies to meet the needs of current and prospective clients in Qatar and worldwide.
Mazen Abd Rabbo was named as Senior Vice President of the newly formed Omnicom Qatar last year and oversees Omnicom’s agencies in the country, focusing on talent, cross-agency collaboration, and innovation to drive growth in Qatar and across the Middle East.
With more than 15 years in the event planning business and having resided in Qatar since 2008, Abd Rabbo has been integral to the execution of many of the country’s highest-profile events. Most recently, he held leadership positions at Omnicom’s event marketing agency Auditoire, serving as Vice-President for the Middle East and Managing Director of the Qatar office.
Omnicom Qatar is currently home to media communications agency OMD, events specialist Auditoire and PR group, Portland Communications with more agencies due to be added to the Omnicom Qatar stable in 2025.
Following Ruhanen’s visit to Qatar, Omnicom Chairman and CEO John Wren – who recently sealed the acquisition of Interpublic Group – will visit Doha to attend Web Summit Qatar.

OAG President and Global CEO Troy Ruhanen. PICTURE: Thajudheen