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View AllICOM Welcomes Three New Board Members, Strengthening Regional Leadership Across MENA and Latin America & Caribbean
Appointments reflect ICOM’s commitment to deeper regional representation and continued global growth
ICOM, the global network of independent marketing and communications agencies, has announced the election of three new members to its Board of Directors. Steven Hetzer, Brenda Moller, and Gustavo Quiroga were unanimously approved by the ICOM members and took up their roles with immediate effect. All three were formally introduced to the wider network at the 2026 ICOM World Meeting in Porto last month.
The appointments bring significant regional expertise to the board — spanning the Middle East & North Africa and Latin America & Caribbean — and mark a new chapter in ICOM’s global leadership.
Steven Hetzer – Regional Director, MENA
Steven Hetzer is the Founder and CEO of sweetwater, a Dubai-based brand experience agency with operations across the UAE, Saudi Arabia, and Qatar. Since its founding,sweetwater has built an award-winning reputation working with global brands including Adidas, L’Oréal, Mashreq Bank, and Disney +. Steven joined ICOM last year and quickly established himself as one of the network’s most engaged and committed members.
As Regional Director for MENA, Steven will focus on growing ICOM’s presence across one of the world’s most dynamic and fast-evolving marketing markets.
“The MENA region is still largely shaped by the big network agencies, and that’s something I’d love to help change. ICOM has the credibility, the case studies and the proof that independents can deliver outstanding, ambitious work for global clients. What’s amazing is the breadth of expertise sitting inside the ICOM network—agencies across categories and geographies who can become real partners for ambitious brands. A Middle East brand going global with ICOM agencies behind it—that would be the dream.” — Steven Hetzer.
Brenda Moller – Regional Director, LATAM & Caribbean
Brenda Moller is the CEO of Provoking, a leading independent agency based in Mexico City. She is also the Founder and CEO of Dale Vuelta, a purpose-driven organisation dedicated to providing women and girls in Mexico with safe access to sport. Brenda brings to the board a rare combination of business leadership, social purpose, and a genuine instinct for meaningful change.
“What excites me most about this role is the chance to build alongside an extraordinary community across LATAM & the Caribbean. My goal is to strengthen the connections between us, open doors for emerging talent, and create the kind of network where every market feels seen and supported. There’s incredible energy across the region right now, and I can’t wait to help turn that momentum into something lasting for our whole network. The Latin momentum we’re living is real — and together, I believe we can make our region a driving force within ICOM.” — Brenda Moller
Gustavo Quiroga – Regional Director-at-Large, LATAM & Caribbean
Gustavo Quiroga is the Founder and CEO of Agencia Quiroga, the largest independent media agency network in Latin America, spanning 11 countries across the region. His deep knowledge of the LATAM market, combined with a strong commitment to the ICOM network, makes him a natural partner alongside Brenda in the work of strengthening ICOM’s regional presence.
Notably, this marks the first time LATAM & Caribbean has had two dedicated board members simultaneously — a reflection of the region’s growing strategic importance to ICOM.
“The world is changing very quickly, and that makes networks like ICOM more relevant than ever. Being able to combine a global perspective with local knowledge, agility and real proximity to each market is a very powerful advantage. Latin America and the Caribbean are diverse, creative and full of potential — with a lot to offer to global brands that want to connect with people in a more genuine and culturally relevant way. I truly believe our region can play an increasingly important role within ICOM, as a growth market and as a source of talent, creativity and innovation.” — Gustavo Quiroga
The decision to appoint both Brenda and Gustavo to serve the LATAM & Caribbean region represents a deliberate and significant step. Together, they bring complementary perspectives — Brenda’s vision for purpose-led growth and Gustavo’s unmatched regional scale and media expertise — that position ICOM to build something meaningful in the region over the coming years.
“Great boards are built on trust, expertise, and a genuine desire to contribute — and that’s exactly what Steven, Brenda, and Gustavo bring. I’ve had the privilege of watching each of them lead their agencies through real challenges and real opportunities, and what stands out every time is the quality of their thinking and the generosity with which they show up for others,” said Emma Keenan, ICOM President & CEO. “Their appointment is good news for every ICOM member, because the stronger our board, the stronger the opportunities we can create together.”
Bob Morrison, ICOM Chairman and chairman of Morrison, Atlanta, USA, said: “Adding Steve Hetzer, Brenda Moller, and Gustavo Quiroga to our board reflects ICOM’s deep commitment to where this network is going. Between them, these talented agency leaders bring fresh thinking, real on-the-ground expertise, and a strong leadership presence in two of the world’s most dynamic regions — MENA, and Latin America and the Caribbean. For our members, this means a board that is more connected, more capable, and more invested in the growth of independent agencies everywhere. I couldn’t be more energized about what comes next.”
A warm acknowledgement
ICOM also takes this moment to express its sincere gratitude to three board members who are stepping down: José-Luis Alvarez, Regional Director for LATAM & Caribbean; Hazem Hussein, Regional Director for MENA; and Patrick Walhain, Director-at-Large, who served on the ICOM board for more than 30 years. Their dedication, counsel, and commitment to the network have left a lasting mark. All three remain valued members of the ICOM community.
From top left to right: David Longden, Global Director-at-Large; Manabu Watanabe, Regional Director-at-Large, APAC; Leon Dominitz, Regional Director, Europe; Bob Morrison, Chairman; Steven Hetzer, Regional Director for MENA. Miguel Pereira, Tech & Innovation Director; June Kiragu, Regional Director, Africa; Alan Brown, Regional Director, North America; Brenda Moller, Regional Director for Latin America and the Caribbean; Alan Tang, Regional Director, APAC; Emma Keenan, President & CEO.
Please note that two board members are not pictured: Gustavo Quiroga, Regional Director-at-Large for Latin America and the Caribbean, and Karen Seamen, Strategic Planning Director.
About ICOM
ICOM is the global network of independent advertising and marketing communication agencies, connecting more than 70 agencies across 50 countries. ICOM’s mission is to create opportunities for growth by fostering collaboration, innovation, and shared expertise among its members. Together, ICOM agencies deliver world-class creative and strategic solutions while maintaining their independence, contributing to a dynamic network that celebrates diversity, adaptability, and excellence.
For More Information:
Emma Keenan, ICOM President & CEO
[email protected] | +33 6 63 48 01 37
Fanny Miriel, ICOM Communications
[email protected] | +356-99-78-56-71
