Ahmed Ali El-Shorty

About

Most media strategies in this region arrive fully formed from elsewhere. Frameworks built in London or New York, applied here with a different language and a smaller budget. I've spent 15 years working inside that gap, between the global playbook and the regional reality. Today, I lead Zenith's regional hub across 13 markets in MEA and Asia, covering pharma, tobacco, diagnostics, government, and real estate. Before that, five years on Mars Wrigley across MEA, leading a team of 20. Before that, P&G and Samsung out of Cairo. Markets where Ramadan isn't a campaign moment, it's a behavioral reset. Where data inconsistency isn't a technical problem, it's the baseline condition. An Effie Silver for Galaxy Ramadan and ten MMA Smarties, including Best in Show, came out of working with that rather than around it. The job isn't importing the playbook. It's knowing which parts survive the translation and which never were going to. Outside the day job, I teach and lecture, and I'm finishing an MA in Integrated Marketing Communications at the University of West Alabama.