Muscat, Oman – Augustus Media has officially launched its Oman office, establishing a licensed, on-ground presence in Muscat as part of the company’s continued regional expansion. The move marks Augustus Media’s sixth operating country and eighth office across the Middle East, reinforcing its long-term commitment to building local media brands across the Arab world.
To lead the new operation, Augustus Media has appointed Mahmoud Al Shawhan as Head of Augustus Media Oman and Commercial Director. Based in Muscat, Mahmoud will oversee business development, partnerships and commercial strategy, accelerating the growth of Augustus Media’s portfolio in the Sultanate.
The expansion builds on audience development in Oman, where Lovin’ Muscat has established a strong local following. Formalising a licensed presence enables Augustus Media to deepen partnerships, deliver on-ground execution and support brands seeking authentic connections with Omani audiences.
Oman represents a strategic growth market for Augustus Media, driven by strong tourism momentum, economic diversification and an increasingly digital-first consumer landscape. The company sees significant opportunity to scale its brands locally, including Lovin’, Smashi and opportunities for Odeum, through culturally relevant storytelling and commercial collaboration.
Mahmoud Al Shawhan brings more than 15 years of digital and social media leadership experience across the GCC and wider MENA region. His background includes senior marketing and social media roles, working with over 100 brands spanning telecoms, banking, automotive, aviation, and retail sectors. His regional expertise positions Augustus Media Oman to build meaningful partnerships and deliver market-specific growth.
“This expansion reflects our belief in building media businesses from within the markets we serve. Oman is a dynamic and fast-evolving landscape with clear opportunities for modern, digital-first storytelling. Establishing a local presence allows us to strengthen relationships, support brands more directly, and continue connecting communities through our platforms.”
Richard Fitzgerald, CEO & Founder, Augustus Media (Owners of Lovin’)
“The launch of our Muscat office is a milestone driven by the vibrant economic energy and digital transformation currently unfolding in the Sultanate. I am honored to lead this expansion as part of Augustus Media’s broader regional strategy, reflecting our long-term commitment to Oman and our belief in its potential as a flourishing hub for media and innovation. By establishing a licensed, on-ground presence, we can work more closely with local talent and partners to deliver authentic, impactful storytelling that resonates with the Omani community.”
Mahmoud Al Shawhan, Commercial Director & Head of Augustus Media Oman
Lovin’ is the fastest-growing media brand in the region, reaching over 13.8 million followers, 28 million monthly unique users and 4 billion video views annually. Present in 30+, Lovin’ connects communities by sharing bite-sized news, viral content and everyday stories straight from the heart of the city. Its mantra “Lovin’ Life” captures the brand’s upbeat, positive, and community-first approach to local news and entertainment.
With offices now spanning the UAE, Saudi Arabia, Egypt, Qatar, Pakistan and Oman, alongside remote teams operating across additional regional markets, Augustus Media continues to scale its footprint as one of the Middle East’s fastest-growing digital media networks.
About Augustus Media
Augustus Media is an award-winning Middle Eastern digital media company based in the UAE, Saudi Arabia, Egypt and Qatar. The modern media company has been designed to adapt and evolve to this perpetually changing media environment.
Augustus Media network includes: Lovin’, Smashi & Odeum as its media brands.
Lovin’, a local news and entertainment platform present in 30+ cities, known for bite-sized news, viral content and community stories.
Smashi, a regional content platform with 12 verticals, including Business, Gaming, Sports, and Entertainment, and is home to live-streamed UAE League matches.
Odeum, is the social-first content studio of Augustus Media – combining creator energy, publisher instinct, and premium production to deliver content built for attention, relevance, and performance.
Augustus Media 