Jawad Hassan of Abu Dhabi-Based Investment Group 2PointZero Joins DPAA Board of Directors as Trade Marketing Association Expands Global Reach
Hassan also Serves as Chairman and Managing Director of Multiply Media Group (MMG), which Has a Portfolio of OOH Assets Across the UK, UAE and KSA
NEW YORK – September 28, 2026 – DPAA, the global trade marketing association, driving the growth and digitization of out-of-home (OOH) advertising, today announced that it has chosen Jawad Hassan as the newest member of its Board of Directors.
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Hassan is the head of the media and communications vertical and co-lead on AI for 2PointZero Group PJSC, an Abu Dhabi, UAE, based investment group with global investments spanning energy, mining, food, mobility, media, beauty & wellness, retail & apparel and packaging sectors.
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“In addition to the natural synergies with DPAA’s mission across DOOH including the fast growing retail media space, Jawad brings proficient knowledge of the global marketplace – including the fast-expanding EMEA region – to our board,” said DPAA President and CEO Barry Frey. “During a time in which real-life marketing is becoming more innovative, impactful and integral to brands and agencies around the world, it is imperative for our industry to glean knowledge from and share ideas with their counterparts around the world.”
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Added Hassan: “I am pleased to join the DPAA Board at a time when the out-of-home industry is being reshaped by technology, data and new models of connectivity. The transformation we are seeing in OOH reflects a broader shift taking place across industries, as AI and emerging technologies create new ways to connect businesses, brands and audiences, unlock greater value and drive sustainable growth. I look forward to bringing the perspective of the UAE and EMEA region to DPAA, while contributing to the global dialogue on how innovation and strategic thinking can help shape the next generation of connected media ecosystems.”
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Hassan has more than 25 years of experience building, scaling and transforming businesses across the media, advertising, communications and technology sectors. In his role at 2PointZero, he leads the Group’s media and communications vertical, with responsibility across strategy, organic and inorganic growth, M&A, portfolio development, international expansion, digital transformation and long term value creation.
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His vertical portfolio includes Multiply Media Group (MMG), where he serves as chairman and managing director. MMG’s media portfolio comprises Backlite Media, Backlite KSA, Backlite UK, Media 247 and Viola Media. The portfolio brings together premium digital and static OOH assets across the UAE, KSA and the UK, with a growing focus on data, technology, audience intelligence and innovation.
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The wider Media & Communications vertical also includes Viola Communications, an integrated communications agency providing advertising, creative, public relations, digital, social media, events and related communications services.
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Hassan has played a central role in building and expanding the Group’s media platform through acquisitions, portfolio integration, international growth and the development of technology enabled operating models. His focus is on creating an intelligent media ecosystem that combines premium assets with artificial intelligence, data, dynamic pricing, operational efficiency and stronger audience and advertiser outcomes.
He is actively involved in advancing the transformation of the OOH industry from a traditional media model into a more technology, data and infrastructure driven ecosystem. Through the development and adoption of AI enabled tools, he has supported improvements across sales proposals, pricing, inventory utilization, post campaign reporting, productivity and management decision making.
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Hassan also serves as a Board Member of Media 247, a Board Observer at Firefly (US) and a Board Member of the World Out of Home Organization. He works closely with global media owners, brands, agencies, investors and technology companies to promote innovation, collaboration and the sustainable growth of the wider advertising ecosystem. He holds double MBA degrees, including an MBA from Manchester Metropolitan University, and has completed the Wharton Global C Suite Program.
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About DPAA
DPAA (www.dpaaglobal.com) is the global trade marketing association, driving the growth and digitization of out-of-home (OOH) advertising and its growing role in the Omnichannel mix. Membership in the DPAA community includes many business acceleration benefits and access to a wide array of products. It offers members an extensive database of research, best practices and case studies; tools for planning, training and forecasting; social media amplification of news; insights on software and hardware solutions; and further integration into the advertising ecosystem by connecting DOOH networks, brands, agencies, ad tech and others – including through its podcast, Launchpad of Innovation. DPAA’s Video Everywhere Summit, the largest one-day media/marketing event of its kind, is October 13, 2026, at Pier 60 in New York City.
Media Contacts
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Matt Biscuiti or Megan Beccari
The Lippin Group for DPAA
