Create appoints three new members to senior team

Digital communications agency Create has appointed three new leaders in its team.

Appointed as Business Lead for the Saudi market, Mahmoud Shaban brings 22 years of experience in brand, marketing, and communications to the firm. His career spans both corporate leadership and consultancy, having held leadership roles at agencies such as SuperUnion, Y&R, and ZenithOptimedia.

At Create, Shaban will oversee the firm’s operations in the Kingdom, with a focus on client management, business growth, operations, and talent management.

“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,” he said.

Wassim Olabi joins the team as Creative Director, bringing 17 years of experience in advertising and public relations. He has worked on high-profile campaigns, including Cristiano Ronaldo's Saudi Pro League launch and Bank Audi’s “Café el Hay” series.

“I’m excited to join the team of Create. 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 shared.

Yash Murthy joins as Executive Director, Social, bringing extensive experience across creative, social, and communication roles at global agencies. He has led award-winning campaigns for top-tier brands including Gatorade, Disney, and Visa.

“I couldn’t be more excited to join 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,” said Murthy.

Create has around 160 professionals across the UAE, Saudi Arabia, and Egypt. The firm is part of Stagwell.