Jawad Hassan Joins DPAA Board of Directors

DailyDOOH reported on October 2, 2026, that DPAA, the global trade marketing association focused on out-of-home advertising growth and digitization, has appointed Jawad Hassan to its Board of Directors. Hassan currently serves as head of the media and communications vertical and co-lead on artificial intelligence 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. According to DPAA President and CEO Barry Frey, Hassan brings "natural synergies with DPAA's mission across DOOH including the fast growing retail media space" along with "proficient knowledge of the global marketplace — including the fast-expanding EMEA region." Frey emphasized that during a period when "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."

Who is Jawad Hassan and what is his new role?

Jawad Hassan joins DPAA's Board of Directors as its newest member, according to the association's announcement covered by DailyDOOH. He brings more than 25 years of experience building, scaling, and transforming businesses across media, advertising, communications, and technology sectors, as stated in the association's release. At 2PointZero Group, Hassan leads the media and communications vertical with responsibility spanning strategy, organic and inorganic growth, mergers and acquisitions, portfolio development, international expansion, digital transformation, and long-term value creation. His appointment reflects DPAA's stated goal of incorporating global marketplace knowledge, particularly from the fast-expanding EMEA region, into its board deliberations, according to Frey's statement.

The announcement positions Hassan as someone who has played a central role in building and expanding 2PointZero's media platform through acquisitions, portfolio integration, international growth, and development of technology-enabled operating models. His focus, according to the source material, centers on creating what he describes as an intelligent media ecosystem combining premium assets with artificial intelligence, data, dynamic pricing, operational efficiency, and stronger audience and advertiser outcomes. These characterizations come directly from DPAA's announcement and Hassan's own statements to the association.

What is DPAA and why does this board appointment matter?

DPAA describes itself as the global trade marketing association driving growth and digitization of out-of-home advertising. The organization's president and CEO, Barry Frey, told DailyDOOH that Hassan brings "natural synergies with DPAA's mission across DOOH including the fast growing retail media space" along with "proficient knowledge of the global marketplace — including the fast-expanding EMEA region." Frey emphasized that during a period when "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."

What is 2PointZero Group and its media portfolio?

2PointZero Group PJSC is identified in the announcement as an Abu Dhabi, UAE-based investment group with global investments spanning energy, mining, food, mobility, media, beauty & wellness, retail & apparel and packaging sectors. The group's media and communications vertical, which Hassan leads, includes Multiply Media Group (MMG) where he serves as chairman and managing director. According to the source material, MMG's media portfolio comprises Backlite Media, Backlite KSA, Backlite UK, Media 247, and Viola Media — bringing together premium digital and static out-of-home assets across the UAE, KSA and the UK.

The portfolio's stated focus includes data, technology, audience intelligence, and innovation. The wider Media & Communications vertical also encompasses Viola Communications, described as an integrated communications agency providing advertising, creative, public relations, digital, social media, events, and related communications services.

What does Multiply Media Group bring to the table?

Multiply Media Group, where Hassan serves as chairman and managing director, represents the core out-of-home asset platform within 2PointZero's media vertical. The portfolio combines Backlite Media's operations in the UAE, Backlite KSA in Saudi Arabia, Backlite UK in the United Kingdom, Media 247, and Viola Media. Together, these entities hold premium digital and static out-of-home inventory across three significant markets. Media 247, where Hassan also serves as a board member, operates within this portfolio.

How does Hassan's experience align with DPAA's mission?

Hassan's background spans more than two decades across media, advertising, communications, and technology sectors, according to the biographical information provided in DPAA's announcement. His role at 2PointZero encompasses strategy, mergers and acquisitions, portfolio development, international expansion, and digital transformation. The association's mission centers on driving growth and digitization of out-of-home advertising. His educational credentials include double MBA degrees, with one from Manchester Metropolitan University, and completion of the Wharton Global C Suite Program. Beyond 2PointZero, Hassan serves as a board observer at Firefly, a US-based company. He works closely with global media owners, brands, agencies, investors, and technology companies to promote innovation, collaboration, and sustainable growth of the wider advertising ecosystem, according to the announcement.

What did DPAA leadership say about the appointment?

Barry Frey, DPAA's president and CEO, provided a statement to DailyDOOH emphasizing the strategic rationale. He noted "natural synergies with DPAA's mission across DOOH including the fast growing retail media space" and highlighted Hassan's "proficient knowledge of the global marketplace — including the fast-expanding EMEA region." Frey framed the appointment within the context of an industry where "real-life marketing is becoming more innovative, impactful and integral to brands and agencies around the world," arguing that cross-border knowledge sharing has become imperative.

What are Hassan's views on OOH industry transformation?

In his own statement to DPAA, Hassan said he is "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." He characterized the transformation in out-of-home as reflecting "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." Hassan expressed intent to bring "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."