Head of Xaxis MENA, Nisha Patel, makes Communicate Online's 40 Under 40 Ranking

Source: Communicate Online | April 1st, 2019

The 40 under 40 ranking is Communicate’s annual ranking of the 40 most successful, driven, and ambitious individuals under the age of 40.

Individuals have been selected through a three-fold approach: (1) an online form where they could enter themselves; (2) the publication reached out to agencies to ask them to put forth their stars; and (3) individuals could nominate and/or refer their friends and colleagues by directly reaching out to the publication.

Once, we had collected a rather comprehensive – and exhaustive – list of entries, we got down to the ranking based on the following criteria:

1. Past work experience

2. Total no. of campaigns worked on

3. Total no. of awards won throughout the career

4. New business development

5. Industry participation through opportunities such as speaking, panel discussions, workshops, board membership, etc.

6. Launching any new initiatives for the company or industry

Read the list of the 40 brightest and sharpest minds of Middle East’s ad industry on Communicate.

Nisha Patel, Head of Xaxis MENA

Nisha Patel is a digital native who began her career as an account executive with MEC in the UK back in 2007. Armed with over 11 years’ experience across the UK and MENA markets, Patel now heads Xaxis MENA.

In her current role, she is responsible for driving deliverable outcomes through programmatic across GroupM entities, as well as establishing new and relevant products in line with client ambitions, strategic planning and overseeing programmatic growth of agencies, clients and internal teams across the MENA region.

What’s the best advice you have received in your career?

Don’t be afraid to fail, its builds character.

What’s the best advice you have given in your career?

Behavior breeds behavior! I am a firm believer in this at all times in all situations (you get back what you give out).

What’s the most rewarding thing about your job?

Working with people who are keen to learn, and being able to impart my knowledge and experience.

What’s the most frustrating thing about your job?

What role doesn’t have its challenges? For me, understanding and responding to the ‘layers’ of digital knowledge – from agencies, the industry and clients in the region – has been something I have had to learn to manage, but it feeds into my personal rewards to overcome these challenges.