Patrick Samaha
Senior Advisor
Patrick Samaha, Senior Advisor at EMIR, is a seasoned media and advertising leader with over 27 years of experience driving digital transformation across the MENA region. Renowned for his strategic vision and expertise in audience engagement, ad tech, gamification, and emerging digital platforms, he advises clients on content monetisation, brand positioning, and leveraging technology for revenue growth, making him a trusted advisor in the evolving media landscape.
Previously, Patrick played a pivotal role in launching and expanding some of the MENA region’s most influential media brands, helping redefine the landscape of entertainment and news broadcasting. He was instrumental in establishing MTV Networks in the region and played a key role in developing Zee Network’s Arabic platform. His strategic vision and deep understanding of audience behaviour helped secure Zee’s place as a dominant force in Arabic-language entertainment, catering to an increasingly digital and content-savvy audience. He was also central to the successful introduction of Virgin Radio to the UAE. He drove Sky News Arabia’s revenue expansion, strengthening its position as a premier news provider in the Middle East.
Patrick’s leadership extended to managing all of Dubai Holding’s media investments globally with OMD during its launch period, further showcasing his expertise in overseeing large-scale media operations.
Beyond his corporate achievements, Patrick is an author, having published ‘It Makes Zero Sense,’ a book exploring the power of the Zero Mindset in business and personal growth. Known for his engaging leadership style, blending humour, insight, and innovation—he remains at the forefront of media evolution, helping organisations and individuals harness the power of digital transformation to unlock their full potential.
Throughout his career, Patrick has demonstrated a profound understanding of the media and advertising landscape, consistently driving innovation and excellence in every role he undertakes.