Create. appoints Business Lead, Creative Director and Social Executive Director

Create. appoints Business Lead, Creative Director and Social Executive Director

The appointments are in line with the Create. vision to strengthen its creative leadership, accelerate the growth of its service offering and drive continued success across key markets.

From left, Mahmoud Shaban, Business Lead, Saudi Arabia; Yash Murthy, Executive Director, Social; and Wassim Olabi, Creative Director at Create.

Mahmoud Shaban takes up the role of Business Lead, Saudi Arabia; Yash Murthy has been appointed Executive Director, Social; and Wassim Olabi has taken up the role of Creative Director at Create.

With 22 years of experience in brand, marketing and communications, Shaban has held leadership roles at agencies such as SuperUnion, Y&R, and ZenithOptimedia.

Shaban’s career spans both corporate leadership and consultancy, delivering strategic business outcomes for prominent regional organisations. He will oversee Create’s operations in the Kingdom, with a focus on client leadership with Create’s existing local clients, as well as accelerating business growth and attracting top talent.

Commenting on his appointment, Shaban said, “ Saudi is a market with huge energy and ambition. My focus is on helping Create. continue to show up in a way that’s locally grounded, operationally strong, and creatively world-class. ”

Wassim Olabi brings 17 years of experience in advertising and PR. Wassim has worked on high-profile campaigns, including Cristiano Ronaldo’s Saudi Pro League launch and Bank Audi’s “Café el Hay” series. His work has earned multiple accolades, including Cannes Lions and a D&AD White Pencil.

“I’m excited to support the team in establishing Create. as a leading creative hub in the region. I believe there’s a lot of untapped potential in blending creativity with technology, and I can’t wait to bring fresh ideas to the mix,” Olabi said.

Yash Murthy brings extensive experience across creative, social, and strategic roles at global agencies. He has led award-winning campaigns for top-tier brands, including Gatorade, Disney and Visa.

Murthy said, “I couldn’t be more excited to join Tom and the team at Create. at such a pivotal time for both the agency and the wider industry. There’s real depth and momentum here — a chance to build and shape what the future of creativity, community, and brand-building looks like at unprecedented scale. Being part of a team leaning into this new world with ambition, purpose, and integrity is an incredibly energising prospect.”

The appointments are in line with Create’s vision to strengthen its creative leadership, accelerate the growth of its service offering and drive continued success across key markets.

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