Campaign Middle East - January 2024 by Motivate Media Group

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A M OT I VAT E P U B L I C AT I O N

December 20, 2023

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Agency of the Year ME winners. P10

December 20, 2023

INTRODUCTION

he years go fast but the days go slow, goes the saying. And this year has sure been a fast one. For me, taking on the helm of Campaign Middle East has been like riding a bullet train. My team and I produced 11 issues since I joined in February, organised countless breakfast briefings (including two in Saudi Arabia), wrote hundreds of online stories (and saw record online traffic in November) and produced a few podcasts too. We covered Dubai Lynx, Cannes Lions, the inaugural Athar Festival of Creativity, and topped it off with our glittering Agency of the Year Middle East Awards recently. There was plenty going on in the advertising industry that we were not short of stories, material to write about and news events to cover. From Saudi’s first-ever Grand Prix award at Cannes to Anghami and OSN+ joining forces, along with a steady stream of new campaigns, work and opinion pieces. The news came thick and fast. There was also a healthy dose of corporate activity within the advertising industry. We saw the MBC Group carry out its IPO and list its shares. More big news was the announcement that Anghami and OSN are to merge. This came after SRMG announced it was investing in Anghami, spotting lots of potential for the Middle East’s leading streaming site. In October, WPP merged Wunderman Thompson and VMLY&R to create VML, a new agency that combines brand experience, customer experience and commerce under the leadership of Jon Cook as global CEO and Mel Edwards as global president. We also had the recently-merged Dentsu Creative launching in the MENA region earlier in the year. Within the sector, there were some new divisions set up including influencer agencies, global branding and social media arms, along with a new agency GP Inc, run by ex-WPP veterans. As always the world of social media was full of surprises. Twitter hogged the headlines in September as it rebranded to X and then battled with followers and advertisers over a series of changes. Meta decided to launch a new platform called Threads, built by Instagram, to compete with Twitter/X, while TikTok became even more addictive. Just ask my teenage sons. Rebrands were also out in full force. Careem rolled out a rebrand along with Saudi airline SAUDIA. Nowadays, any slight change in colouring or tint to a brand’s livery or logo is called a ‘rebrand’ but there were many genuine ones thankfully. In the world of media, we saw the return of Brownbook Magazine, MBC launched a new radio station MBC LOUD in KSA, while SRMG and Warner Bros. Discovery unveiled a free-to-view Arabic platform. We can now pause for breath and start planning for 2024 which promises to see some new initiatives from Campaign Middle East as our amazing editorial team (Ishwari, Remy, Sarah and Sonia) grows from strength to strength. Thanks for reading Campaign in print and online, attending our many events and getting in touch with us with contributions, ideas and feedback. We hope you can also pause for breath too. See you in January.

JUSTIN HARPER Editor justin.harper@motivate.ae

Main Cover designed by Thokchom Remy

Motivate Media Group Head Office: 34th Floor, Media One Tower, Dubai Media City, Dubai, UAE. Tel: +971 4 427 3000, Fax: +971 4 428 2266. Email: motivate@motivate.ae Dubai Media City: SD 2-94, 2nd Floor, Building 2, Dubai, UAE. Tel: +971 4 390 3550, Fax: +971 4 390 4845 Abu Dhabi: Motivate Advertising, Marketing & Publishing, PO Box 43072, Abu Dhabi, UAE. Tel: +971 2 677 2005, Fax: +97126573401, Email: motivate-adh@motivate.ae Saudi Arabia: Regus Offices No. 455 - 456, 4th Floor, Hamad Tower, King Fahad Road, Al Olaya, Riyadh, KSA. Tel: +966 11 834 3595 / +966 11 834 3596. Email: motivate@motivate.ae London: Motivate Publishing Ltd, Acre House, 11/15 William Road, London NW1 3ER. Email: motivateuk@motivate.ae www.motivatemedia.com EDITORIAL Editor-in-Chief Obaid Humaid Al Tayer Managing Partner and Group Editor Ian Fairservice Editor Justin Harper Junior Web Reporter Ishwari Khatu Junior Reporter Sonia Majumder Junior Reporter Sarah Qaddumi DESIGN Art Director Clarkwin Cruz Designer Thokchom Remy ADVERTISING ENQUIRIES Tel: +971 4 427 3000 Chief Commercial Officer Anthony Milne Publisher Nadeem Ahmed Quraishi (+971 50 6453365) PRODUCTION General Manager S. Sunil Kumar Production Manager Binu Purandaran HAYMARKET MEDIA GROUP Chairman Kevin Costello Managing Director Jane Macken The publishers regret that they cannot accept liability for error or omissions contained in this publication, however caused. The opinions and views contained in this publication are not necessarily those of the publishers. Readers are advised to seek specialist advice before acting on information contained in this publication which is provided for general use and may not be appropriate for the readers’ particular circumstances. The ownership of trademarks is acknowledged. No part of this publication or any part of the contents thereof may be reproduced, stored in a retrieval system or transmitted in any form without the permission of the publishers in writing. An exemption is hereby granted for extracts used for the purpose of fair review. Campaign Middle East includes material reproduced from the UK Edition (and other editions) of Campaign, which is the copyright of Haymarket. Campaign is a trademark of Haymarket and is used under licence. The views and opinions expressed within this magazine are not necessarily those of Haymarket Magazines Limited or those of its contributors.

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December 20, 2023

Brand beyond rewards: Building a resilient banking brand amid short-term pressures Sary Richat, Regional Strategy Director at Mindshare MENA, explains how to safeguard brand equity in the banking sector in an era focused on short-term tactics

oday, most banks follow the same tactics, luring customers with ‘rewards’ and thus focusing on short-termism rather than building long-term partnerships. This approach, driven by the need for quick, measurable results, aligns with the prevailing pressure on brand teams to meet quarterly sales goals. Banking experiences are also becoming more commoditised, product sets largely homogenous, and additional features are easily secured by collaborating with third-party vendors. Compounding these challenges, traditional banks face a formidable threat from the rapid evolution of technology and the widespread adoption of digital devices, with fintech companies posing a significant competitive challenge. In the midst of this dynamic and unpredictable environment, the imperative to fortify brand building has never been more pronounced. Securing customer advocacy demands a strategic shift towards cultivating lasting relationships and fostering brand loyalty.

THE IMPORTANCE OF EMOTIVE COMMUNICATION IN BUILDING TRUST

Although we’re constantly faced with a wealth of information that we must process without the time to do so in a reflective manner, our brain is still able to process it passively and unconsciously. Our emotions act as a subconscious gatekeeper to all our rational decisions, occasionally (when in a rush) effectively making decisions for us via our intuitions. Which is why emotional content in advertising can subconsciously influence even our most rational and well-thought decisions. Who to bank with can be a highly emotively charged decision. Banks are entrusted with safeguarding our financial assets, including savings and investments. The perceived reputation and brand position of a bank can evoke strong emotions, as individuals seek assurance that their hard-earned money is in reliable hands. Consequently, the manner in which banks communicate must skilfully resonate with the emotions of consumers, with a primary emphasis on cultivating trust.

BRAND EQUITY REMAINS PIVOTAL

Emphasising on mass media branding seems questionable in a marketplace where customers have access to massive amounts of information about brands and in which social networks have supplanted brand networks. Yet,

while you can (sometimes) win in search listings, it is much easier if people recognise why your brand is better before they are in a price comparison website environment or exposed to an advert from a Fintech company. Consumers increasingly expect brands to have a POV; thus, banks need to make sure they take a stand on something big to deepen the emotional connection. Firms that spend less on brand building fail to build brand equity, so they get poor responses from their activation. Firms that spend too little on activation can build strong brands yet fail to exploit them fully. Profitable brands do both together in complete synergy. William Bruce Cameron cited in 1963, “Not everything that can be counted counts, and not everything that counts can be counted”. Today, it’s high time we shift our perspective from merely collecting data to contemplating meaningful connections—whether within the realm of digital metrics or intricate modelling. The emphasis should be on measuring their substantive contributions to the business, recognising that true value often transcends what can be quantified.

HOW DOES THIS TRANSLATE FOR THE FINANCIAL SECTOR?

Brand resonance, relevance and recall are the only way forward at times when there is too much focus on driving short-term results. Despite the evolving and intricate nature of today’s media environment, successful banks continue to navigate the complexities by prioritising brand building. This strategic focus is essential not only to craft a compelling image in the minds of consumers but also to instil trust—a fundamental element in fostering a sense of security and brand reputation within the banking industry. BrandZ shows us that the most successful brands (consistently outperforming the S&P500 and MSCI World Index) have stronger brand equity, enabling them to deliver superior returns over time regardless of market disruptions and/or global crises. Even well-established banks need to continually invest in their brand because familiar and recognisable brands are likelier to be trusted and selected by customers. Stronger brand equity drives long-term base sales, reducing the average cost per sale of direct response communications, increasing the halo effect, and, hence, delivering a greater total profit. In the dynamic landscape of banking, where trust and recognition are paramount, ongoing brand investment emerges as a strategic imperative for securing enduring customer loyalty and business success. By Sary Richat, Regional Strategy Director at Mindshare MENA

Growing at the Speed of Change The economic center of gravity is shifting by the day. The speed of growth in the Middle East is matched only by the scope of its ambition, and Bloomberg Media is committed to keeping pace with both. As our audience of modern leaders increasingly looks to the region—as a driver of business and culture, as the new epicenter of economic growth and human potential—it’s our mission to deliver them the information and experiences that drive business success. A growth story this multifaceted requires a multifaceted response. Bloomberg Media’s organization-wide approach to the Middle East touches every corner of the business, from editorial programs and live events to the commercial campaigns co-created with our advertising partners. Through the breadth of this storytelling and after years of hard-won success, we have unique insight into how to tell the Middle East story.

Amit Nayak, Managing Director, Middle East & Africa, Bloomberg Media travelers to Saudi Arabia was our destination, but data was our roadmap for getting there. To do so, we tapped into Bloomberg Media’s Now Boarding: The Global Traveler’s Outlook, a qualitative and quantitative study into how leisure and business audiences view travel in a post-pandemic world. Armed with a knowledge of the experiences that most excite and surprise these readers, we created stories for STA that broke through the clutter to deliver on our digital, social and TV platforms. While it can provide a snapshot of one moment in time, data also shines a light on future opportunity. With more than one-third of the $140.5 million in total global AUM projected to be ESG-related by 2025, that investment opportunity can’t be left to guesswork. This is why comprehensive data is the foundation of our Sustainable Future Study with Mubadala, and our north star in building a narrative around stories of sustainable innovation.

The most afﬂuent audience on the planet doesn’t operate on hunches. When you control trillions in investment dollars, it’s not enough to take claims at face value. At Bloomberg Media, data is the lifeblood of the stories that we craft for our partners across the region, and the key to reaching a global audience that moves markets. Data does more than inform. Through AiQ, our proprietary audience and content analysis platform, we are better able to understand the interests and motivations of our high-net-worth audience, and to tell them stories that we know will resonate. When paired with creativity, data not only grabs attention but illuminates a point of view, and it can inform a strategy that challenges, then changes, misperceptions. Take The Most Amazing, a content partnership with Saudi Tourism Authority. Our Dubai-based Bloomberg Media Studios team—one of four in addition to New York, London and Singapore—knew that attracting afﬂuent

Live experiences also play a crucial role in our partnership with Mubadala and dozens of others, giving them a spotlight to share expertise and exchange ideas through sponsorship of key Bloomberg events like Bloomberg Invest and The Year Ahead in Davos. This is thought leadership in action— empowering partners to foster compelling, news-making conversation that transcends traditional paid media to deliver earned impact. As we look to the future, it’s with the conﬁdence that data will only become more important to building new partnerships and fostering existing ones. The effective, creative use of data is more than just marketing. It’s about harnessing the power of a global community that has the potential to fuel the transformational ambitions of our partners—partners who are pivotal to the development of nations and to the future of the people of the Middle East.

December 20, 18, 2023 2023

MARCOMMS GOES GREEN marketing (Masdar City), maximising efficiency through the power of AI-driven marketing (Pixis), rising digital media investment in gaming: winning over traditional platforms (ADscholars), and living visual: new era of event design and communication (Eventum Premo & EP Dubai Agencies). Other keynote speeches featured HSBC Bank Middle East Ltd, Seagrass, a subsidiary of EON, and Hardaker & Co. who discussed how marketing and communication teams drive distinction for brands and deliver unique, commercial sustainability outcomes. Santiago Cuesta, Executive Creative Director at TBWA\RAAD, explored the crucial role of advertising in promoting sustainability and Fady Nakouzi, Sustainability Lead MEA at Uber, delved into Uber’s sustainability efforts in the region and beyond.

ampaign’s Marcomms360 – Sustainability kicked off at the Fairmont, The Palm with a packed audience and a focus on the most pressing topics around sustainability. From sustainability challenges, green financing to AI and media sustainability, the conference started strongly leading to optimism on how collaboration across industries can spearhead change and influence consumer behaviour towards sustainable choices. The first keynote speech was a sustainability update in relation to COP28 and Al Masaood’s sustainability reporting and framework. There were also several engaging panel discussions covering social media advertising: grasping the integration trend to lead future development (BIGO Ads), exploring trends in sustainability

Marwa Kaabour, Group Head of Marketing and Corporate Communication, Al Masaood

Neel Pandya, CEO, Pixis

Miley Hong, Revenue and Partnership Director, BIGO Technology, BIGO Ads

Marcomms360 - Sustainability brought together the leading minds in regional media, marketing and communications for a power-packed session on the future of the industry

Gold Sponsors

December December 20, 18, 2023

Tiun Pavel, Creative Director, Eventum Premo & EP Dubai Agencies

Santiago Cuesta, Executive Creative Director, TBWA/RAAD

Nermeen Negm, Head of marketing and communications, Masdar City

Srikanth Rayaprolu, CEO & Co-Founder, ADScholars

Delegate Partner

Presented By

Fady Nakouzi, Sustainability Lead MEA, Uber

PARTNER CONTENT

December 20, 2023

Collaboration and transformation Bloomberg Media brought leading marketers in Saudi Arabia together to talk about how the Kingdom’s Vision 2030 is impacting their marketing strategies

he recent Athar Saudi Festival of Creativity provided the perfect platform for the creative industry to show how far it has come as the Kingdom rapidly expands. It was also a great opportunity for Saudi Arabia’s most experienced marketers to talk about their own strategies and how these are being woven into the country’s grand Vision 2030. Bloomberg Media hosted an intimate roundtable including marketing heads and Chief Marketing Officers (CMOs) at some of Saudi Arabia’s biggest companies and organisations. Amit Nayak, Managing Director, Middle East & Africa at Bloomberg Media, called them a “unique group of individuals who are really changing the game”. Andy Rodgers, Head of Client Marketing & Business Development Middle East & Africa at Bloomberg Media, introduced the topic of Vision 2030 and how it was proving to be transformational. The master plan for the Kingdom is already having an impact, helping to turn Saudi Arabia into a global powerhouse through tourism, sport, liveable cities and by building an industrial base. Asmaa Quorrich, Chief Marketing Officer at Saudi Tourism Authority (STA), talked about how Vision 2030 provides a clear roadmap for marketing leaders. “We are blessed in Saudi Arabia to have that defined for us. But how do we arrive at that? It’s not just about putting an ad and getting a return. It’s about brand awareness, brand reputation, changing the narrative,” she said. Khaled Tash, Group CMO of SAUDIA, agreed. “It’s important we get that narrative out there. We are proxy brands for the country, driven by the perception of Saudi Arabia.”

The CMO roundtable discussion focused heavily on how Vision 2030 is allowing more organisations to work closely together as they face the same challenges and opportunities. “In reality, we are all part of Saudi Arabia. I know we are all different brands but we are all helping each other,” added STA’s Quorrich.

SILVER LINING

Samir Siddiqi, VP Experience at King Abdullah Financial District, welcomed the greater cooperation across different sectors. “Each one of us might have our own internal conversation and visions of what we want to do but there’s a silver lining of the vision which connects us all together.” This new way of working together was described as transformational, as previously marketers worked in silos on projects, focused solely on their own goals and objectives. “It’s very exciting and puts you around a table with a lot of people you thought you never would be,” said Omar Alabdali, CMO at Jeddah Development Authority. The group of top marketers are enjoying the new opportunities to collaborate with one another, share ideas and work towards a common goal. The Bloomberg Media roundtable helped continue this momentum. With so much positivity surrounding the direction Saudi Arabia is headed in, the consensus was that Vision 2030 also creates big responsibility for all those involved to deliver. Marketers felt that anyone working for a Saudi Arabian organisation must now view themselves as global ambassadors for the Vision. “Saudis are on every table, on every conversation when you go abroad and you are the centre of attention. That’s the fantastic part of the vision,” added Jeddah Development Authority’s Alabdali. While Vision 2030 is helping to promote Saudi Arabia internationally, Lynn Al Khatib, VP Communications at the Chalhoub Group, a luxury goods retailer and distributor, said it has also helped encourage global brands and businesses to venture into Saudi.

DREAMS AND DEADLINES

“The group of top marketers are enjoying the new opportunities to collaborate with one another”

The consensus is that Vision 2030 has moved from one of intention to execution, with tangible examples of how it is taking shape. Anas Alhumaid Deputy, Minister Assistant for Communication at the Ministry of Health, said: “After seven years we can all see the dream and are now working to 2040.” “What the vision did was set a deadline. If you give people a task without a deadline they will not deliver. With a clear deadline everyone is racing, and finding more efficient ways to do things,” added Faisal Abusaq CMO at Sawani. With Vision 2030, it’s an exciting time to be a marketer in Saudi Arabia, but it means roles are changing. This challenge is bringing marketers closer together. Turky Kari, Executive Director, Marketing at Cruise Saudi, said: “We need to elevate each other. Everything is happening at the same time, so we need to see how we can build this ecosystem to the next level.”

December 20, 2023

Proud winners take to the stage joined by judges and sponsors for the ultimate group selfie

December 20, 2023

The stars came out for the Campaign Agency of the Year Middle East Awards in December. At a glittering awards ceremony at Dubai’s Fairmont The Palm, the biggest names in the industry came together to honour the best of the best. A grand total of 22 trophies were presented to welldeserved winners by judges, sponsors and members of the Campaign Middle East team. CONGRATULATIONS TO ALL THE 2023 WINNERS

CONGRATULATIONS TO ALL THE WINNERS

ACCOUNT PERSON OF THE YEAR

STRATEGIC LEADER OF THE YEAR

AGENCY PRODUCER/TEAM OF THE YEAR

CREATIVE LEADER OF THE YEAR

SARAH ALSALEM, GAMBIT COMMUNICATIONS TEAM LPS, LE PEAR SOCIETE MARKETING

CORPORATE COMMUNICATIONS AND MARKETING TEAM

THE CORPORATE COMMS & MARKETING TEAM AT PUBLICIS GROUPE MENAT

ANGELA BAK, CHHAON BAHL, JANE ABOU CHACRA

NEW BUSINESS DEVELOPMENT PERSON OF THE YEAR/TEAM OF THE YEAR

PUBLICIS GROUPE GROWTH & INNOVATION, PUBLICIS GROUPE MENAT OUTSTANDING WOMAN IN ADVERTISING OR MEDIA

NATHALIE GEVRESSE, PUBLICIS COMMUNICATIONS UAE CREATIVE TEAM OF THE YEAR

KAPIL BHIMEKAR & DIVYAN KRIPLANI, LEO BURNETT MIDDLE EAST

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GOLD SPONSORS

AGENCY OF THE YEAR - IRAQ

BRODMANN

TAHAAB RAIS, PUBLICIS GROUPE MENAT

AGENCY OF THE YEAR - SAUDI ARABIA

WUNDERMAN THOMPSON RIYADH

ALI REZ, IMPACT BBDO DUBAI

AGENCY OF THE YEAR - UAE

GAMBIT COMMUNICATIONS

HEAD OF AGENCY OF THE YEAR

BASSEL KAKISH, PUBLICIS GROUPE MENAT

DIGITAL AGENCY OF THE YEAR

THE CREATE GROUP

PR/COMMUNICATIONS AGENCY OF THE YEAR

ATTELINE

INTEGRATED MARKETING AGENCY OF THE YEAR

PERFORMANCE MARKETING AGENCY OF THE YEAR

MEDIA AGENCY OF THE YEAR

ACQUISIT

PUBLICIS GROUPE MENAT UM EGYPT, PART OF UM

PRODUCTION HOUSE OF THE YEAR

PRODIGIOUS MIDDLE EAST, PART OF PUBLICIS GROUPE MENAT

CREATIVE AGENCY OF THE YEAR

IMPACT BBDO

SOCIAL MEDIA AGENCY OF THE YEAR

VIEW ONLINE

LE PEAR SOCIETE MARKETING EVENTS, EXPERIENTIAL AND ENGAGEMENT AGENCY

LIGHTBLUE

INDEPENDENT AGENCY OF THE YEAR

THE CREATE GROUP

CampaignMiddleEast

PRESENTED BY

CampaignME

#AgencyOfTheYear

December 20, 2023

CREATIVE AGENCY OF THE YEAR

Impact BBDO picks up its award from Khaled Al Shehhi, Executive Director Marketing and Communication of UAE Government Media Office (second left)

Impact BBDO Dani Richa, Chairman BBDO EMEA and Group CEO Impact BBDO

ow has your role as head of agency evolved? I play a dual role - on one hand a role very similar to that of casting director, scouting talent and assigning roles, ensuring we have the right skillsets and capabilities in place while also identifying partners for collaboration. On the other hand, that of an orchestra conductor, ensuring all the different parties are working seamlessly and are harmonious. Having said that my role continues to evolve using data analytics tools to make more educated, strategic decisions, with greater emphasis than ever on diversity, inclusivity and sustainability.

second year in a row that we won this accolade. Coming from a widely respected publication in our industry this award will definitely strengthen our reputation and contribute to our growth. How are clients demands changing? Marketers’ needs are evolving in tandem with the changing advertising landscape and consumption habits. Therefore, mirroring today’s client needs for a truly integrated one-stop shop, to help support them from building brands to creating demand is a priority for us. We are now able to not only provide upstream consultancy but also e-comm execution and everything inbetween, without the client ever feeling that they were dealing with a different set of team members, let alone department or agency.

Tell us why you think you won the award? I think the jury saw that we care about making work that changes consumer behaviour – the way they think, feel and act. We care about work that tells a brand’s story across all channels and touchpoints. We care about making work that is an economic multiplier for our clients. We are passionate problem solvers at heart, with a remarkable track record in being recognised as the MENA region’s Agency and Network of the Year 17 times in 2023.

How important is your team to you? I’m blessed to be working with a magnificent leadership team surrounded by all our talented people, who have complementary skills and are from multicultural backgrounds. The combined strength of our leadership team with several hundreds of years of collective experience is our true competitive edge. For us, our people are our most important asset. I always have one eye on the people, the people, the people and one eye on the work, the work, the work.

How will the award help you/your agency? This is an important award for us as it is a holistic measure of an agency’s performance. It is not only recognition but also validation of what we set out to accomplish in 2023. This award is motivating for our people who have worked really hard in raising the bar and maintaining our leadership position in this market - after all this is the

What are you looking forward to the most in 2024? We live and work in one of the fastest-growing regions in the world and we are privileged to take part in this exciting transformation. I truly look forward to seeing more and more projects that we have worked on come to life in 2024 and we will continue to strive for bigger ideas with a bigger positive impact on the region and our planet.

December 20, 2023

MEDIA AGENCY OF THE YEAR BROUGHT TO YOU BY

The UM Egypt team collect their Media Agency of the Year award from Ziad Khammar, COO at DMS (far left)

UM Egypt Rasha Karim, Managing Director, UM Egypt

ell us why you think you won the award? As part of UM Global’s mission, Futureproof, UM has been deeply committed to transforming the digital media landscape in Egypt from basic to multimoment. We achieve this by ensuring our partners are early adopters of innovative and effective solutions, thereby familiarising the market with Martech paths. UM Egypt’s primary goal is to educate and accelerate the digital media transformation in the Egyptian market, despite the challenging journey posed by issues like devaluation, inflation, and regional and global conflicts. In a landscape where challenges are constant, we choose to zig while others zag. Our team is made up of trailblazers actively reshaping businesses, and our partners’ edge comes from their adept ability to harmonize short-term objectives with long-term growth, positioning them ahead of their peers. How will the award help you/your agency? The award provides us with an opportunity to celebrate the collective and impressive achievements of the UM Egypt team in futureproofing our partners’ businesses. It also serves as an assurance to our partners that embarking on the digital transformation journey with UM Egypt has generated tangible results that are recognised and appreciated by the media industry in the MENA region. What makes these awards unique? The Agency of the Year award does not come with gold, silver, or bronze trophies. It is a singular award, granting

one title upon one agency. This recognition affirms that a truly exceptional agency is one dedicated to supporting and propelling not only the interests of its partners but also the entire industry, including nurturing the future talent that will graduate and contribute to the media workforce. How has the agency role changed? The contemporary Corporate Communications function has evolved to be agile, multidisciplinary, and insightsdriven. Silos are no longer in vogue; instead, there is a trend towards holistic, integrated communication. We observe this shift in our partners’ organisations, transitioning from singularly focused expertise to a multidisciplinary function with complementary capabilities. And how are customers’ demands changing? As media continues to evolve, customers are making new demands, driven by the emergence of new tools and improvements in the quality and accessibility of technologies. Meeting these demands entails the necessity for higher quality data to make more informed decisions, maximising and measuring ROI. To achieve this and to provide refined data analytics, it is imperative for a media agency to be well-equipped, enabling it to effectively drive a partner’s business forward. How important is your team? UM Egypt’s team has consistently demonstrated the importance of collaboration to achieve better outcomes. The team environment at UM Egypt encourages individuals to contribute their diverse perspectives to any project, enhancing their ability to arrive at solutions more efficiently and effectively. With the support of a collaborative team, individuals are more inclined to be proactive and take initiatives that lead to innovation.

December 20, 2023

INTEGRATED MARKETING AGENCY OF THE YEAR

Bassel Kakish proudly holds the Integrated Marketing Agency of the Year trophy with his team members

Publicis Groupe MENAT Bassel Kakish, CEO, Publicis Groupe ME&T

ell us why you think you won the award? There’s no secret to our success. We have an exceptional pool of talents at Publicis Groupe, and this recognition is a result of their passion for creating work that delivers results. How will the award help you/your agency? Earning this title for the second consecutive year is a great motivator that challenges our talents to push the boundaries a step further. It sets a new criteria of excellence that we strive to meet and exceed each time. What makes these awards unique? The Campaign ME Agency of the Year Awards is one of few industry awards that recognises the people behind the work, be it teams or individuals. These are the talents that make the magic happen and deserve the spotlight. What is new in the world of integrated marketing? The key word is ‘integrated’. We take ‘integration’ a step further through the “Power of One’ model which connects all of our capabilities into one seamless offering for our clients. It’s not just a way of working, it’s also a culture and mindset, which fuels our collaborative spirits and sets us apart from other holding companies. How are customers’ demands changing? Consumers are becoming more conscious of the brands they support, choosing to align with companies whose values match their own. Brands need to understand these nuances in their audiences to remain as relevant as ever today. How important is your team? Absolutely critical. Our talents are the biggest asset we have.

December 20, 2023

DIGITAL AGENCY OF THE YEAR Create Group

The Create Group fill the stage as they collect their award for Digital Agency of the Year

PERFORMANCE MARKETING AGENCY OF THE YEAR Acquisit Marie Franchaud, Marketing Lead at Acquisit

ell us why you think you won the award? Our approach to digital marketing is drastically different: we are not media buyers. We are a growth marketing company, our core mission is to deliver digital growth to our clients, media is only one of the tools we leverage to reach this goal. And we believe this award is a testament to our success this year in doing so. Our submission was rooted in tangible results, highlighting our successful collaborations with major brands throughout the year. We emphasised the concrete outcomes and milestones reached, demonstrating our ability to drive measurable growth for our clients. Additionally, we showcased our leadership’s vision, which is centred on bringing transparency as a new industry standard and setting a new benchmark for ethical and effective practices in the industry. How will the award help you/your agency? Winning this award bolsters our claim of being the best at what we do, and it is a reassurance for our clients and potential clients that our approach to media is correct and only supports even bigger results and deeper collaboration. This recognition, coupled with our Google Award on Workplace Excellence, will undoubtedly open more doors for us and help us attract new talent and clients who are looking for proven expertise in the field.

How important is your team? Our team is the cornerstone of our company. Their ambition for excellence, dedication and strong appetite for data drive our success. We strongly emphasize fostering a positive and dynamic culture, as we believe that a motivated and cohesive team is essential for delivering exceptional results to our clients. Their importance cannot be overstated; they are not just part of the company, they are the heart of it. What is new in the world of integrated marketing? Artificial intelligence is disrupting the world of marketing and the possibilities are endless. At Acquisit we recognise it and invest in research and development in this area. We have developed a proprietary suite of AI-driven tools that is deployed across the company to bolster efficiency, accuracy and identify opportunities for growth in our operations.

Sahar Khan, Director of Marketing, at Bayut and dubizzle (left) presents Acquisit with its award

December 20, 2023

INDEPENDENT AGENCY OF THE YEAR The Create Group Tom Otton, CEO, The Create Group

ell us why you think you won the award? Because of our people, and everything they have put into building relationships and delivering great work over the past 12 months. We’ve all heard that culture eats strategy for breakfast, and that’s what has been the driving force this year. When people take ownership of what’s around them, momentum is created, and whilst growth is often not easy and can be unpredictable, if the teams are empowered to figure out the challenges in front of them then the community will build the business. Of course, we have faced challenges as every growing business does, but we have built a stronger agency because of them. From a client standpoint, we are fortunate to work with brave clients that demand excellence and push us to continually evolve, this has accelerated our growth over the past few years as we have found market fit by listening closely to changing client needs. Every agency ultimately chooses who they work with and the type of clients they go after; we choose the nation builders and the region’s most impactful players because the challenge of delivering at that level consistently has demanded that we constantly improve. How will the award help you/your agency? Whilst we will stay focused on doing what we do, this is undoubtedly a boost for our team. It’s something to be proud of, and when I see it put a smile on everyone’s face, that really does mean something. All agencies work hard and we’re all competitive so celebrating the wins along the way is an important part of the journey. From a business standpoint, winning the award last year gave a reference point to potential clients and it certainly helped with attracting top regional and international talent to the agency which has helped drive our growth this year. What’s next for Create, where do you go from here? The tech changes by the week, the market is the fastest growing in the world, and our clients always demand more; so as an entrepreneurial company that is built to be nimble, we will double down on adapting quickly and investing in the right places. For us, this means data and technology, world-class creativity, and continuing to scale our production capabilities. We have recently onboarded five new senior industry leaders who will help drive these areas of the business in 2024. In summary, we see this past year as a bedrock for what we plan to build over the next 24 months, we believe that by investing significantly in the team combined with the client demands that we have, we will be able to create something together that can impact the region and make a mark globally.

BEYOND THE ORDINARY: Celebrating holistic excellence at the Campaign Middle East Awards

hair of judges Khaled Al Shehhi, Executive Director Marketing and Communication of UAE Government Media Office, gave a passionate speech about the thriving advertising industry at the awards ceremony. “The Campaign Middle East Agency of the Year Awards, a prestigious event at Dubai’s Fairmont The Palm, uniquely celebrated the industry’s brightest stars and their contributions. In a night of accolades, we paused to remember those suffering in Palestine. This moment of reflection, a silent prayer for peace, resonated deeply, reminding us of the broader role of advertising in advocating for harmony and understanding in our world. What sets these awards apart is their holistic approach. Unlike other awards, they delve deep into the agencies’ and individuals’ overall performance, considering creative output, business growth, client relations, and contribution to the industry, offering a comprehensive view of excellence. While we may not list all the winners here, it’s essential to congratulate each agency and individual recognised. Their achievements are a testament to the industry’s dynamic nature and their ability to rise above challenges. As Chair of Judges, I witnessed the rigorous and thoughtful process that went into selecting the winners. We evaluated entries not just on creativity but on their impact, strategic insight, and contribution to the industry. The decision to not award in some categories was made with a view to maintaining the highest standards, a decision that highlights the awards’ integrity. These awards are more than a celebration; they’re a reflection of our industry’s commitment to excellence and innovation. As we move forward, let’s continue to strive for creativity and impact in all we do.”

Jon Barber, Vice President - Marketing & Communications at TECOM Group (far left) presents the award to The Create Group

December 20, 2023

AGENCY OF THE YEAR – UAE more ambitious and driven in our quest to be recognised as the best agency in the region. What makes these awards unique? This is the only awards show that allows agencies to compete against one another not just with specific campaigns, but for their output as a whole over the year. Then it also allows for inter-disciplinary competition as well across different industries, and also rewards individuals. Take all of that and add a worldclass judging panel of serial-winners from major brands, and you have an awards show that will be an industry staple for many years to come.

Gambit Communications Jamal Al Mawed, Founder & Managing Director, Gambit Communications

ell us why you think you won the award? The Campaign AOTY Awards celebrate the best of the best at every level, and over the past 12 months Gambit Communications has shown that we can compete to be the best regardless of size or scale. We won major pitches such as BMW Group, Aramex, McLaren, Deyaar and the Majid Al Futtaim portfolio, increased our revenues 43 per cent, grew our team 40 per cent while keeping a 95 per cent retainer client retention rate, 100 per cent project client retention rate and picking up 21 industry trophy wins including 14 golds and two agency of the year titles, and a historic first ever Gold for the region at the PR Young Lions in Cannes. How will the award help you/your agency? On a external level, the recognition from such a prestigious publication and such an impressive judging panel will hep our star shine brighter in the industry. On an internal level, the pride and sense of accomplishment we feel makes us

How is the role of an agency changing? The integration of all of the marcomms functions means that every agency needs to think multidisciplinary and to be prepared to service clients that way. In a divisive world where the effective use of social media can alter brands’ cultural hegemony very quickly, agencies need people who understand the intersection of consumer behaviour with popular public opinion. This means that the days of a single-discipline, tunnel vision focused agency are over. And how are clients’ demands changing? Specific requirements may change but client demands have always been the same: to have an agency team that is an extension of their own, that thinks with them, struggles with them and celebrates with them. It is a simple equation and its surprising that so many agencies forget these basic principles of client servicing. How important is your team? They are the physical manifestation of our agency promise. We can say whatever we like on the website but if the team does not embody that, then the agency will fail very quickly. We are proud to have created a diverse and driven agency culture, which attracts and retains the strongest young talent in the market. No other agency in the region has won as many individual team member awards as Gambit in the past three years, and that in itself tells a story.

AGENCY OF THE YEAR – SAUDI ARABIA Wunderman Thompson Riyadh

Misbah Ghani, Marketing Lead - Foods - PepsiCo (left)presents the award to Wunderman Thompson Riyadh

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December 20, 2023

CREATIVE LEADER OF THE YEAR

and that it is driving the industry forward. Knowing that, gives everybody on the team a sense of achievement and a fulfillment of purpose: without both, how else would we create brilliant work? What makes these awards unique? What is truly special about the Campaign AOY Awards is that they are more holistic in their approach. You don’t just win for the work, you Jumeirah Hotels & Resorts’ Ahmed El Gamal presents the trophy to Ali Rez (right) win for the kind of place you are, for how you support everybody in that workplace, for how you contribute to the industry, how Ali Rez much you value diversity and sustainability, how well the business has done, and then of course, how good the Chief Creative Officer, Impact BBDO quality of the work is. It’s not just one thing you have to get right, it’s everything. ell us why you think you won the award? Firstly, a big thank you to the jury members. How are clients’ demands changing? It’s really a huge honour to win such a special Brand partners are looking for more than just a comms accolade: that was an incredible shortlist and much service agency, they are looking for true business respect to all on it. I won this simply because I have the partners that take the thinking beyond just good fortune to work with the craziest creative team communications and into business ideas that drive in the region, all of whom believe in creating the finest commerce. They are looking for big thinking that helps work in the world – this includes the hugely supportive them stand apart from everybody else, intelligent and inspiring leadership. thinking that is both strategic and creative at its heart.

How will the award help you/your agency? All awards and award shows help agencies and brands know that they are doing the right kind of work, that they are on the right path, that they are setting the right standards. It’s validation for the one big thing that partners come to agencies for: thinking. For me personally, an award such as this is indicative of the fact that the work my team is putting out there is working

How important is your team? The team is everything, and everything is the team. None of this would be possible without the team. One of the most magical things about BBDO is also one of the most important ones for the team: the incredibly collaborative structure without any ego walls or politics. Ideas rule, no matter where they come from, and the team thrives on the flow of big thinking.

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December 20, 2023

PRODUCTION HOUSE OF THE YEAR

The Prodigious team accept their award from Paras Rishi, Senior Manager – Marketing at GMG (far left)

Prodigious Middle East Sami Saleh, CEO of Prodigious ME

ell us why you think you won the award? We strongly believe in the power of ideas and care, most importantly about the craft of our projects irrespective of the production scale. Our team of producers, post-producers and artists never left any stone unturned and always challenged the asks. They are all winners. In addition, it is crucial to mention that the support and trust we received all along from our clients and partners was and will always be unparalleled and definitely a great contributor to this win. How will the award help you/your agency? This award will continue to remind us of the reason why we are here and being part of the industry. It is our drive for the upcoming chapter to help us grow our business and allow us to expand our horizons to target higher achievements. By constantly raising the bar it will also and foremost boost our team’s morale as it celebrates this success. It will make our talents feel valued and aware of the good work they’re all doing. What makes these awards unique? In the restless, fast-moving and ever-evolving digital world we live in, these awards allow each participant to evaluate their work, their creativity and their level of innovation. These awards embody the key trends which set apart the most effective players in the industry in a time where creativity and effectiveness are ever more important.

managed to face all the challenges that were put on our path and yet win well-deserved awards and show the world we’re standing tall, facing the ever-changing environment we live in. What are you looking forward to the most in 2024? We are keen to continue driving our successful journey while constantly leveraging the newest innovations in production and post-production.

HEAD OF AGENCY OF THE YEAR BROUGHT TO YOU BY

Bassel Kakish Publicis Groupe MENAT

How are clients’ demands changing? Clients are now more aware of the latest digital innovations and trends, whereas their expectations are geared towards more engaging and relevant content that is true to the social media platforms. It is now more than ever important for us to listen to clients’ expectations when it comes to agility, speed to market and efficiency. How important is your team to you? As mentioned earlier this win is a key achievement for the team proving their success and passion. Without the dedicated team and talent around us, we wouldn’t have achieved half of what we’ve done so far. In 7 years, we moved mountains and built bridges. Together we

Manoj Khimji, Managing Director at The MediaVantage (right) presents the award to Bassel Kakish, CEO at Publicis Groupe ME&T

December 20, 2023

OUTSTANDING WOMAN IN ADVERTISING OR MEDIA OF THE YEAR

Nathalie Gevresse CEO of Publicis Communications UAE

ow far is the needle moving when it comes to diversity in the industry? I believe the industry is progressing for several reasons: We are recognising and rewarding talent based on capabilities rather than gender, and women, in particular, are realising this and pushing themselves to advance based on merit and good work. Tell us why you think you won the award? It’s simple. My team. Behind one person there is an army of people, and it is truly these people who are deserving of this award. How will the award help you/your agency? It gives reassurance to other women in the industry that you can achieve anything you set your mind to. What makes these awards unique? This particular category is unique because, in our efforts to take a step forward towards greater diversity, we should shift the focus away from gender and instead focus on capabilities. I look forward to seeing an award for the “Most Outstanding Person in Advertising” next year. How has your role as CEO changed? In general, the role of a CEO is shifting to that of a partner, problem solver, and growth enabler. We are the ultimate collaborators, needing to build the right chemistry with our most important stakeholders – our teams, clients, and other leaders – to move things forward. And how are clients’ demands changing? Clients have always sought an agency partner that understands their business and their challenges. The shift today lies in their expectations, driven by increasing amounts of pressure and a greater focus on performance. This in turn creates a greater need for agility and collaboration.

Anamika Priyadarshi, Group Head of Marketing & Corporate Communications at Jashanmal Group (left) presents the award to Nathalie Gevresse

How important is your team to you? My teams are the starting and ending points for everything. They are the first thing I think about when I wake up, and the last thing that keeps me awake at night. They are at the heart of everything I do.

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STRATEGIC LEADER OF THE YEAR

Tahaab Rais (far right) shares the stage with his proud team members and Shyam Sunder, VP Marketing at TBO.COM (far left)

Tahaab Rais Chief Strategy Officer, Publicis Groupe ME&T

ell us why you think you won the award? Two reasons: My team. Their words made the submission. And the judges. They believed my team.

How will the award help you/your agency? Our company is the widest, strongest and most connected one. And strategy plays a key role in orchestrating it. We’ve come up top globally across awards such as the Jay Chiat, Effies, Dubai Lynx, WARC, AME and more. We’ve won newsworthy new business and now we’ve won industry acclaim from clients. With the company backing strategy as a key driver and with clients wanting more of strategy, being recognised for strategy helps ascertain our leadership position as not just the biggest, but the best network for strategy. What makes these awards unique? Besides the fact that these celebrate the people behind the work (which is kind of self-serving when seen from our perspective as industry folks), it’s an award that should really matter because it’s voted on by clients whom we partner with every day and whose companies and brands we help matter every day. Being recognised by them is important, because it shows you what you’re doing is right and it reinforces your company brand and your people to the industry, as the best of the lot. How are clients’ demands changing? More than clients, its people whom we create work and sell our brands to, who are changing, especially in volatile times. People want more brands to matter more, through

products, experiences, solutions, acts and content. So, our role, in turn, becomes imperative in having a whole lot of human intelligence using the power of AI and ML and channeling that intelligence to create what would help brands matter more through what they make for people and what we help them make for people. How important is your team? They are the best in the business out here in the region. And watch out - for they’ll soon be the best in the world too. I’ve always followed the philosophy of hire for attitude and ambition, and the rest of it comes organically. Hiring the best talent in the region has given them the assurance that they are safe, giving them the freedom to experiment and fail, providing them with springboards and opportunities to succeed and shine, being there for them unconditionally, praising them in public and feeding back in private. Plus challenging them to be better versions of their own selves (professionally and personally), and genuinely caring for them on a personal basis, helps show them they are important versus just saying so in this interview . Talk us through your role as a strategic leader? Understanding people better (both our teams as well as the people we market our brands to). Connecting our competencies better, bringing our best talent together, across agencies and across the region - from creative agencies to media agencies to data and CRM agencies to PR and communications to digital business transformation. All working seamlessly to create that perfect harmony that helps us earn more meaning in the lives of the constantly evolving customers. And in turn, transforming and elevating brands and businesses to their next.

December 20, 2023

NEW BUSINESS DEVELOPMENT TEAM OF THE YEAR

Asad ur Rehman, CEO at So&So Partnerships (blue suit) presents the award to the Publicis Groupe Growth & Innovation team

Publicis Groupe Growth & Innovation Jennifer Fischer, Chief Innovation & Growth Officer, Publicis Groupe ME&T

an you give an overview of what the Innovation & Growth team does? The Innovation & Growth Team is situated at the heart of Publicis Groupe ME working with all agency brands to integrate best-in-class services and capabilities in the MENA region. Our team was created to drive collaboration and excellence with the primary focus of leading new business efforts and driving innovation initiatives. Tell us why you think you won the award? Our responsibilities as a team go beyond traditional new business functions. It’s about our commitment to enhancing Publicis Groupe ME’s partnerships with existing clients and potential clients. We work closely with internal teams to ensure solutions are not only seamless and connected, but also fueled with creativity and technology. How will the award help you/your agency? As our industry becomes more complex than ever, this award is an important acknowledgement of the efforts we are continuously making to create a more collaborative culture that prioritises client’s needs today. This recognition also highlights the visionary leadership of Bassel Kakish, who entrusted us to reshape the role of this team within Publicis Groupe ME.

more authentic and useful way. This is why we’ve been building partnerships with brands like Core42 in the region, and OpenAI globally. How important is your team? The Innovation & Growth Team is essential in realising Publicis Groupe’s ‘Power of One’ connected company model which is about the integration and collaboration of various agency brands and disciplines to deliver more seamless and effective solutions for clients. Our team exists to support and enable all of the great talent and expertise that sits within the Groupe.

ACCOUNT PERSON OF THE YEAR

Sarah Alsalem

Gambit Communications

What makes these awards unique? These awards stand out for their unique focus on recognising the often-overlooked efforts of internal teams. Rather than celebrating achievements of individual agency brands, these awards shine a spotlight on the efforts of important functions that contribute towards our agency vision. What is the latest innovation that excites you? Artificial Intelligence is the most exciting innovation because it’s reshaping industry workflows, enhancing customer understanding, elevating customer experiences, and optimising campaign performance. It’s an exciting opportunity for brands to connect with customers in a

Neda Shelton, SVP Group Communications at Mubadala (left) presents the trophy

December 20, 2023

CORPORATE COMMS & MARKETING TEAM OR INDIVIDUAL OF THE YEAR The Corporate Comms & Marketing Team at Publicis Groupe MENAT

Publicis Groupe MENAT’s corp comms and marketing team: Jane Abou Chacra, Chhaon Bahl and Angela Bak

AGENCY/PRODUCER OR TEAM OF THE YEAR Team LPS

Team LPS accept their award from Beverley D’Cruz, General Manager at Pizza Hut Middle East and Pakistan (far left)

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December 20, 2023

PR AGENCY OF THE YEAR

Atteline with Campaign Middle East publisher Nadeem Quraishi (far left)

Atteline Sophie Simpson, Managing Director & Founder, Atteline

alk us through your role as founder of the agency My work has been a result of an authentically collaborative approach that encourages the smart people around me to contribute their ideas. This for me, is the definition of success and has seen not only Atteline grow, but at the same time, we have created a platform for others to thrive and carve out their path. Tell us why you think you won the award. I believe we won this award because together, as a team and with our clients, we have grown in our vision to be better than yesterday and deliver campaigns that shape culture. Celebrating our achievements as a team and with our clients is a wonderful moment for us all to stop and acknowledge our great work.

CREATIVE TEAM OF THE YEAR Divyan Kriplani and Kapil Bhimekar Leo Burnett Middle East

What makes these awards unique? The awards bring all of the marketing and communications industry in the region together. I love that they are not solely focused on one part of the marketing mix! How are clients’ demands changing? Nations like the UAE and Saudi Arabia are aiming to tower among the world’s most sustainable countries in the coming years and decades. It isn’t about buzzwords, it’s about rock-solid contribution to a healthier, more equitable future for all. How important is your team to you? Atteline doesn’t exist without them! We say we are client-centric and team-first, and we never forget that. What are you looking forward to the most in 2024? KSA is actively working towards a historic transformation into a private-sector-led structure. With a young and educated population, this current landscape holds immense promise for international and local brands seeking to capitalise on the exciting developments unfolding.

Divyan Kriplani collects the award for his team

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EVENTS, EXPERIENTIAL AND ENGAGEMENT AGENCY OF THE YEAR LIGHTBLUE receives its award from Mitin Chakraborty, Head of Marketing at Babyshop

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SOCIAL MEDIA AGENCY OF THE YEAR LPS Aasim Shaik, Managing Director, LPS

LPS celebrates the award for social media agency of the year

ell us why you think you won the award? We are honoured to be recognised as the best social media and production outfit in the region. I would attribute this to a combination of factors. Constant innovation in a fast-paced communications landscape has been the key to our success and we have been fiercely proactive regarding our capabilities mix. This includes new platforms like gaming, live, technology-enabled services and tapping into new digital communities for brands. We have combined these with a relentless brand-first mindset and a focus on building a great team culture which looks at disruption as a norm.

communications agency fraternity and at the same time, a comprehensive assessment of the business prowess within the industry. This dual focus combined with a global standing, makes the awards unique.

How will the award help you/your agency? The award is a recognition of our work in all its forms and vindicates our native social approach to brand solutions. Independent agencies are constantly looking to find their centre as the communications goal posts shift. These awards remind us that we are in the right direction and highlight our work amongst current and potential partners.

How are customers’ demands changing? Customers are looking for bespoke products and one-to-one customisation, enabled by technology.

What makes these awards unique? The AOTY awards by Campaign Middle East are a celebration of the finest works amongst the marketing

What is new in the world of integrated marketing? It has been discussed for a while now, that digital, social and offline channels ought to be seamless in strategy. However, we are seeing this come to light in practice currently in the second half of 2023. Platforms and technology have enabled the taps for this to happen, and marketing campaigns/ workflows have to be redefined to be relevant and thrive.

How important is your team? Our team is core to the agency’s success. What makes it interesting and unique at LPS is that established creatives work alongside talented and upcoming native platforms experts from gaming, short-form video and AI prompt engineers for brand campaigns and the nature of this collaboration brings strength to our proposition.

AGENCY OF THE YEAR – IRAQ Brodmann Brodmann accepts the Agency of the Year award from Vernon D’Cruz, CEO at VERSA Consulting (far left)

December 20, 2023

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NEWS STORIES 1

This year marked its fair share of firsts at the Cannes Lions, the biggest being Saudi Arabia receiving its very first Grand Prix at the Festival of Creativity. Wunderman Thompson Riyadh brought it home with its campaign Subconscious Order for KSA-based delivery platform HungerStation, under the Creative Commerce category. Meanwhile, Impact BBDO also bagged a Grand Prix for the Print & Publishing category, marking the agency’s third Grand Prix win at Cannes Lions over the years.

In October, WPP Holding announced that it was merging creative agencies Wunderman Thompson and VMLY&R to create a new entity – VML. Described as the “world’s largest creative company”, marking a “major evolution in its offering to clients”, VML will be led by Jon Cook, VMLY&R’s chief executive, as global chief executive, and Mel Edwards, the global chief executive of Wunderman Thompson, as global president. As a combined agency, VML will house more than 30,000 people across 64 markets when it officially comes into being on 1 January 2024.

In November, Motivate Media Group and TRACCS came together to host the first-ever Athar – Saudi Festival of Creativity. Held in Riyadh, the three-day festival saw an attendance of more than 1,400 people and featured talks from Saudi creatives and marketers. The festival also conducted a three-day academy for young talent and a women’s empowerment programme. The festival also hosted a special awards ceremony to celebrate Saudi agencies and their contribution to the industry.

No stranger to the Cannes Lions awards, having picked up a Grand Prix or two at the festival in the previous years, Impact BBDO’s creative chief Ali Rez was appointed as the first Jury President from the MENA region. Rez was appointed as the Print & Publishing Lions Jury President as a part of the Lion’s 2023 jury president line-up.

Rounding up the firsts at the Cannes Lions, this year saw Gambit’s young talent winning gold at the Cannes Young PR Lions competition. Account managers Judy Bakieh and Sarah Alsalem picked up gold at the competition, where they competed against 28 national winners. The duo were the first from the region to win the competition.

In January, Ascential, the British owner of Cannes Lions, told investors that it would split in two and separate its digital commerce business into a separate US-listed company. The change saw Duncan Painter, the long-serving chief executive of Ascential, become CEO of the digital commerce business. Scott Forbes, the chair of Ascential, moved to become chair of the digital commerce business. Phil Thomas, who already oversaw Cannes Lions as CEO of Ascential Intelligence and Events, succeeded Painter to become CEO of Ascential.

To celebrate the best of business successes and talent, Campaign returned with its Agency of the Year Awards Middle East, following its inaugural edition last year. This year, the awards saw a whole round of new categories under the Agency Speciality, People and Teams, as well as a new geography category. The winners were announced in a glittering awards

ceremony on 7 December 2023. You can find out who they were on page 10.

pumped an investment of $5 million into Anghami.

Dentsu rolled out its merger in the region in January, following its global merger announcement at Cannes Lions last year. The merger saw the consolidation of shops Dentsu MEA, John Brown Media and Isobar to form one creative brand, Dentsu Creative. The merger was part of the agency’s broader strategy to simplify client engagement and creativity. The regional reigns of the combined brand were taken up by Ziad Ghorayeb, who previously held the role of Regional Managing Director at Isobar MENA.

This year saw a big merger in the regional media landscape. OSN and Anghami announced a merger deal to bring together their content under one common app. The new platform will combine Anghami’s technology and music catalogue with OSN+’s library of video content. Elie Habib, co-founder of Anghami, was announced as the CEO of the new combined business with Joe Kawkabani as Group CEO of the separate OSN linear TV business OSNtv. The merger deal will see OSN Group investing in Anghami, where it will own a majority stake in the music streaming company. Earlier this year, Saudi Research and Media Group (SRMG)’s venture capital arm also

In other major media news, Saudi media giant MBC announced its plans to go public with its shares. It said that it would be listing 10 per cent of its shares on the Saudi Exchange. MBC Group CEO Sam Barnett indicated, following the IPO, to expect content diversification, new subscription models, targeted advertising, expanded geographic presence and new entertainment verticals.

In November, Saudi Arabia’s capital Riyadh was chosen as the host for the 2030 World Expo, after defeating challenges from South Korea and Italy. The event is expected to represent the apex of Vision 2030 and showcase the Kingdom’s achievements. The country also successfully bid for the FIFA World Cup 2034, after it was announced as the sole bidder upon Australia’s withdrawal.

MullenLowe underwent a complete overhaul of its brand identity, losing its boxing gloves for a reimagined asymmetrical and fluid octopus. The agency wasn’t the only agency that updated its identities and positioning this year. It was joined by Havas, Landor & Fitch, Hill & Knowlton, Brazen, Huawei Ads and Sticky Ginger who all switched up their branding.

December 20, 2023

Brands were not left behind in the reinvention spree. Saudi’s national carrier, Saudia Airlines, revamped its logo and visual identity and shifted its focus from bringing Saudi to the world to bringing the world to Saudi. Other brands that rebranded this year were Air India, Air India Express and Careem. Insurance companies RGA and NLGIC took a step further by even renaming themselves to Liva.

In February, the region also saw the World Out of Home Organization launch its first inperson MENA regional forum. The event saw many out-of-home industry speakers from the region and the wider globe come together to discuss the outdoor media industry.

Khaled Al Shehhi, executive director of marketing and communication at UAE Government Media Office, was awarded the Loeries Marketing Leadership and Innovation Award. In March, Al Shehhi was named as the advertising person of the Year at Dubai Lynx.

In November, WPP’s Group M confirmed that its agencies EssenceMediacom, Wavemaker, MSix & Partners and Mindshare would no longer be responsible for their own budgets from 2024. Moving to a

country-level profit and loss model, the restructure will see the allocation of budgets and resources solely on a country-by-country basis.

The industry also saw an influx of conversations around sustainability with COP28 taking place in the UAE. The event itself looked for partnerships with brands, priced at millions. Among the regional brands, Majid Al Futtaim announced its participation as a partner at the event.

Following the VMLY&R merger last year, Group Partnership’s senior team members banded together to create a new digital marketing services agency, GP Inc, a short form for “Growth & Performance”. The agency was joined by veterans, Rahul Nagpal, Alok

Gadkar, Rahul Kantharia and Dhaval Desai to name a few.

In September, healthcare marketing communications network IPG Health announced the expansion of its presence to Egypt with the launch of McCann Health Cairo. The launch was a part of IPG Health’s efforts to strengthen its regional hub in Dubai to provide healthcare communications across the entire MENA region.

In April, Abu Dhabi-based investment group Multiply announced its intention to acquire a 55 per cent stake in the outdoor company Media 247 in an AED 184 million deal. The deal was completed in September with Multiply acquiring Media 247 for a readjusted rate of AED 225 million.

December 20, 2023

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ere are the most popular videos on YouTube in the region during 2023. When it comes to creators, gaming is hugely popular with three of the top five creators focusing on gaming content. AboFlah was YouTube’s top content creator for the third year in a row, with over 35 million subscribers and over 5 billion views.

Banderita’s story (10 million views) - One of MENA’s top gaming creators BanderitaX (13.8 million subscribers) shares his raw experience with depression and recovery.

YOUTUBE VIDEOS

Egyptian Comedian Bassem Youssef’s viral interview with Piers Morgan about the crisis in Israel and Gaza (21 million views). Another ode to MENA’s entertainment scene, Egyptian comedy Abo Shanab had over 25 million views.

There’s no doubt football is huge in MENA. When sports creator Mohamed Adnan invited Neymar and Paris Saint Germain players to eat Kabsa, people were all in (13 million views).

YouTuber Ghaith Marwan’s fans were keen to share his special moments as he shared his wedding on YouTube (8 million views)

Al Dama (12 million views) Algerian social drama Al Dama, gained widespread attention in Ramadan 2023.

What happens if you spend a day living out of a pool? Hamdy and Wafaa’s vlog shares this experience (16 million views)

Firecracker Youth (13 million views) Saudi comedy Firecracker Youth (Shabab Al Bomb)’s eleventh season continued to capture the heart of the region.

Ron’s unique storytelling caught people’s attention in this love story focusing on the importance of mutual understanding and respect in relationships (8.1 million views).

Mr. Beast take on the Olympics (147 million views) has the plot twist we never knew we needed, with a Libyan contestant winning the prize.

December 20, 2023

ANGHAMI’S OFFICIAL MUSIC CHARTS 2023

usic streaming platform Anghami has unveiled its highly anticipated annual end of year campaign, #Anghami2023inMusic. The campaign introduces the streaming platform’s official 2023 music charts and showcases exclusive personalised recaps, providing users with unique insights on their musical journey and highlighting artists’ stats and data. This year’s campaign was not just about numbers, it’s about the stories behind the music. Anghami takes its users on a journey into their own music adventure, from those who know exactly what they want to the discoverers by nature, all while capturing the essence of their mood. Fun remains at the forefront of this campaign, ensuring that users not only gain valuable insights but also enjoy reflecting on their musical choices. The campaign offers an interesting recap of listeners’ year in music, from minutes played and top artists to unique moments, and overall mood, and top songs that defined their year. Artists, too, are a core part of the experience, as they discover remarkable data about their music, fans and regional reach. Access to data insights such as song releases, top streamed songs, total streams, follower count, and growth rate allows them to connect more deeply with their fan communities. This campaign not only strengthens the bond between artists and their fans but also adds an extra layer of engagement to the overall music experience on the platform. The official 2023 in Music Charts reveal impressive trends in both Arabic and International music scenes. The top three Arabic artists - Amr Diab, Ahmed Saad, and Tamer Hosny - continue to influence the regional music landscape. Meanwhile, globally renowned artists such as The Weeknd, Taylor Swift and Drake top the international charts, showcasing Anghami’s diverse content and user base. One standout in the Arabic charts is the iconic Amr Diab, whose exclusive releases on Anghami consistently topped the charts, including El Hafla and Batamen Alek. Notably, Amr Diab became the most streamed artist of all time on the platform this year, with 1.8+ billion streams and still counting.

Cairokee’s Album Roma, released in late 2022, left a lasting impact on the charts, proving its popularity throughout 2023. Other standout Arabic albums like Ma3aya Hatbda3 by Ramy Sabry and Raye2 by Hamza Namira dominated Anghami charts for months, a rare feat in the ever-evolving music scene. International hits also take centre stage, with Calm Down by Rema & Selena Gomez securing the coveted #1 spot for the second consecutive year—an unprecedented achievement in Anghami’s history. Miley Cyrus’s Flowers and Creepin’ by Metro Boomin, The Weeknd & 21 Savage round out the top three.

Beyond individual preferences, Anghami reveals remarkable statistics, with users streaming music for a staggering 23.15 billion minutes in 2023. Egyptian pop emerges as the top genre gathering over 2.2 billion streams, while Arabic indie gaining more popularity with a total of 448 million streams. Salam Kmeid, Head of Content Marketing at Anghami, said: “Our mission is rooted in delivering precise insights, offering fans a deeper understanding of their musical preferences and listening habits. We also strive to empower artists and creators in celebrating their milestones and building stronger connections with their fanbase. As we look back to the past year, we wrap up 2023 with key achievements in both music and podcasts that we share with our Arab community around the world.” As Anghami remains steadfast in its mission to recognise and support up-and-coming talents, the platform also acknowledges viral artists in 2023, including AlShami and Nawal among others, contributing to a fresher and promising trend into the MENA music scene. #Anghami2023inMusic continues to resonate and make waves, offering users and artists alike a rich experience of insights and results, while reaffirming Anghami’s commitment to being at the forefront of the music streaming experience in the MENA region.

December 20, 2023

THE CAMPAIGNS THAT CAUGHT OUR EYE Ishwari Khatu and Sonia Majumder pick through the work that impressed them the most this year

HUNGERSTATION The Subconscious Order Agency: Wunderman Thompson Riyadh The food delivery app introduced a smart feature that allowed users to order food online by harnessing the power of their subconscious mind. The app recognised when the user scrolled for a long time and launched the subconscious ordering tool. Several cuisine images were displayed as the camera tracked the eye’s interest using algorithms and the front-facing camera. A smart AI then narrowed down the options and presents a data report of what the eye concentrated on the most, or what the subconscious mind craved. This provided the user with a list of relevant restaurants to order from.

K-LYNN Self-Check Out Agency: Leo Burnett Dubai The brand re-shot its lingerie collections, turning typical lingerie model poses into a step-by-step guide on how to conduct a breast self-examination. As a collective, these images represent the potential life-saving steps that a woman can perform to detect abnormalities that could lead to breast cancer or other issues.

RAS AL KHAIMAH TOURISM DEVELOPMENT AUTHORITY All About You Agency: Interesting Times A cat is the star of Ras Al Khaimah Tourism Development Authority’s brand campaign, All About You. The cat staged a takeover of their Instagram handle as it showcased the emirate as the ideal place to relax, unwind and have a good time. The campaign kicked off with an introduction video telling the cat’s backstory of how he was rescued and made a home in Ras Al Khaimah. It also featured a gamification aspect allowing people to win prizes.

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HEINZ ARABIA Ketch Up & Down Agency: FP7 McCann With the launch of its double-lidded bottle, Heinz Arabia made it easy to squeeze ketchup no matter which way the bottle is stored. It

gave away these limited edition bottles to a select number of lucky fans. The campaign included a special social media filter lens which people could use to mirror their own bottles at home to replicate the Ketch-Up & Down bottle.

COCA-COLA Alexa, I See Coke Agency: VMLY&R Commerce, VMLY&R Dubai and Open X Coca-Cola Middle East’s campaign used a new skill that allowed Saudi consumers to receive a discount voucher for ordering a Coke to pair with their meal through Alexa as they see the beverage product in a movie or TV show. People who spotted Coca-Cola on screen during a movie simply had to say “Alexa, I see Coke” to receive one of the limited numbers of discount codes via email with Alexa offering a witty response to validate the product placement.

December 20, 2023

GREENPEACE ArzePay.com Agency: Digitas Dubai Greenpeace created an interactive donation platform, ArzePay.com, to raise funds against the extinction of the Lebanese cedar tree Arze. Through the use of machine learning and built-in cameras, users had to scan an image of a cedar design or illustration to prompt the next steps of making a donation. It aimed to act as a stark reminder to all that the Arze is an omnipresent symbol of national pride that needs to be preserved in reality.

JOOD NGO Life-Saving Outdoors Agency: Wunderman Thompson Morocco Wunderman Thompson Morocco and NGO Jood partnered to transform OOH billboards into shelters for earthquake victims in Morocco, as part of their ‘Life-Saving Outdoors’ initiative. The Marrakech Al Haouz region in Morocco recently experienced an earthquake that resulted in the loss of over 2,850 lives and over 2,500 injuries. The initiative aimed to repurpose hundreds of 4×3 outdoor billboards into robust, waterproof, and thermal tents.

SAUDI SPORTS FOR ALL FEDERATION #MoveYourWorld Agency: Webedia Arabia Saudi Sports for All Federation (SFA) aimed to confront the prospect of a life that lacks motion. It introduced a digital experience – a virtual journey through the Museum of Extinct Mobility – which transported participants to a world where those who once ran, walked, climbed, and thrived are now encased in transparent boxes, like forgotten species.

MCDONALD’S It’s a Sign Creative agency: FP7 McCann McDonald’s unveiled new signboards, lampposts and mupis on Sheikh Zayed Road, but with a twist. The billboards had no mention of the brand or its logo. Instead, the signage featured locations and activities that resemble the brand’s golden arches. The concept took inspiration from everyday objects turning common sights into a visual cue for the brand.

DOVE Self Esteem Project Agency: Memac Ogilvy The campaign aimed to reduce beauty pressures and societal expectations faced by girls and help provide a more positive transition to womanhood. Supported by a film with young girls from different backgrounds, the campaign directed viewers to a webpage to download a Confidence Kit, produced by experts in psychology, to provide parents with guidance on how to help their child build body confidence.

December 20, 2023

ANGHAMI The Protective Rhymes Agency: Leo Burnett Middle East Leo Burnett Middle East and Anghami joined forces to launch a campaign called ‘The Protective Rhymes’. The initiative aimed to help parents teach children on how to protect themselves from child abuse, through branded content and entertainment.

IKEA BLÅVINGAD collection Agency: Memac Ogilvy Al-Futtaim IKEA and Memac Ogilvy created stories of sustainability for BLÅVINGAD, its sustainable toy collection. The campaign was created to introduce the collection which consists of soft toys made from ocean plastic. In the campaign, Al-Futtaim IKEA picked up the idea of family lineage in a surprisingly fun way. It brought the topic of sustainability to life through family stories narrated by the soft toy characters themselves.

ROXY EXTREME CINEMA Big Movies Deserve Bigger Screens Agency: MullenLowe To launch the biggest screen in the MENA region, Roxy Extreme Cinema, MullenLowe came up with a simple and minimalist print campaign. The campaign featured iconic stills from big movies with a catch, all moments were scaled down to look tiny and smaller than the large screen at Roxy. It was accompanied by the line, ‘Big movies deserve bigger screens’.

ETIHAD AIRWAYS Nothing is impossible Agency: Impact BBDO Etihad Airways has been reaching for the skies based on a high-energy video it has shared online with the slogan: At Etihad, Nothing Is Impossible. The 45-second YouTube video showed cabin crew jumping from a plane in a Mission: Impossible style clip. The video is an ode to the airline’s links to Mission: Impossible – Dead Reckoning Part One, the latest installment in Tom Cruise’s film franchise.

GEMS EDUCATION International Women’s Day Agency: Memac Ogilvy Memac Ogilvy and GEMS Education partnered for a second year on International Women’s Day to release a campaign addressing the pressing issue of negative self-talk among young girls. The campaign centred on a striking two-part cinematic film that underlined the importance of recognising, contextualising and preventing self-criticism.

December 20, 2023

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MEDIA MILESTONES 1

Podeo and Rotana Media Services signed a strategic partnership to monetise podcasts hosted on Podeo, the largest podcast platform in the region. Podeo joins RMS’s media representation portfolio, including radio, TV, streaming, and outdoor. It is primarily owned by Saudi Billionaire Prince Al Waleed bin Talal.

In August, Prince Badr bin Abdullah, the Saudi minister of culture signed an agreement with Waleed bin Ibrahim, the chairman of MBC Group to launch a new TV channel. It will celebrate Saudi culture and broadcast a diverse range of programmes focused on its rich history.

SRMG, the largest integrated media group from the MENA region, launched Asharq Discovery, a new free-to-view Arabic-language infotainment platform, in partnership with Warner Bros. Discovery (WBD).

The MediaVantage partnered with one of the largest news organisations, Reuters. The collaboration will allow The MediaVantage to act as the representative for Reuters in the region, providing Middle Eastern brands with advertising and marketing solutions.

Dubai Media Inc. launched its new corporate identity and strategy. Its new vision aims to transform the press sector, enhance Dubai’s role as a global economic hub and major gateway to world trade, promote Emirati culture, focus on local affairs, and cover developments in all sectors.

WPP and Spotify announced a new global strategic partnership that will enable WPP to offer its clients early access to Spotify’s ad products and first-party intelligence. The collaboration sees Spotify becoming the first digital audio platform to be directly integrated into WPP’s suite of products and solutions.

In September, His Highness Sheikh Khaled bin Mohamed bin Zayed Al Nahyan, Crown Prince of Abu Dhabi and Chairman of the Abu Dhabi Executive Council launched a new vision and strategy for Abu Dhabi Media Network. The strategy will be in place across all the network’s broadcast, digital and print media platforms.

Barbie Mania captivated audiences worldwide but also shattered multiple records. The movie outperformed even the most optimistic box office predictions, amassing an impressive US$337 million worldwide during its opening weekend. In August, the movie premiered in the Middle East on over 500+ screens, boasting over 16,000 shows in its inaugural week across Motivate Val Morgan’s network of cinemas in UAE, KSA, Bahrain and Egypt.

In June, Saudi-based media group, SRMG signed a partnership with NEOM Media Industries. NEOM Media Industries is a developing regional centre for KSA’s media and creative industries.

Anghami launched an AIpowered personalised podcast. The platform is also releasing its first-ever daily news podcast, called the Anghami AI Newsroom, which is generated solely by AI. The new features allow users to create their own personalised podcasts and will be available through a premium subscription tier. 10

December 20, 2023

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MOVERS AND SHAKERS

The Cannes Lions International Festival of Creativity announced Impact BBDO’s Ali Rez as the first jury president from the MENA region. Rez was appointed as the the Print & Publishing Lions Jury President as a part of the Lion’s 2023 jury president line-up for its 70th edition.

Havas Middle East promoted the core leadership of its Creative and PR arms, Havas Creative and Red Havas. The network promoted the heads of Havas Creative, Fabio Silveira, and Red Havas, Dana Tahir, to Managing Directors.

Dubai Lynx, MENA’s Festival and Awards for creative excellence in branded communications, announced Khaled AlShehhi as Advertising Person of the Year, Outstanding Contribution.

Havas Middle East appointed Naveen Mathews as the General Manager for Havas Media UAE. Mathews will oversee all UAE media operations and client servicing. He will also support Havas Media’s CEO, Houda Tohme, in expanding the agency’s offerings.

Publicis Groupe appointed Jennifer Fischer as its first chief innovation and growth officer. Fischer will be responsible for elevating the Group’s competitive edge in the market and identifying new pathways for growth. This also includes working across the business to nurture a culture of innovation and collaboration under the Power of One.

Mindshare, the global media agency network that is part of WPP, appointed an industry veteran to MD in Saudi Arabia. Darine El Kaissi brings more than 19 years of industry experience to the Mindshare team, including roles at regional creative agencies.

GroupM, WPP’s media investment group, announced Amer El Hajj as MENA CEO. El Hajj, who will serve on GroupM MENA’s Executive Committee, will lead GroupM’s operations in the region. He will be responsible for strategy and operations across the region.

Publicis Groupe Middle East appointed MacLean Brodie as CEO of strategic communications agency MSL Middle East. Brodie is responsible for overseeing client business and business growth for MSL Middle East. He will focus on strengthening MSL’s presence and earned media capabilities regionally.

December 20, 2023

Horizon Holdings appointed Stephen Worsley as Regional MD of Golin MENA. Worsley brings more than 26 years of experience as a senior communications professional in the region, delivering impactful communications strategies and campaigns.

BCW shook up its global leadership and the ASDA’A BCW President Sunil John departed in December after 24 years. John helped to transition the region and clients to Scott Wilson, a 13-year BCW veteran, who was promoted to CEO of BCW’s newly-formed EMEA region.

Publicis Groupe promoted Loris Nold, the EMEA chief executive, to global chief financial officer. Demet Ikiler, who joined from WPP at the start of 2023 as chief operating officer of EMEA, will step up to replace Nold as CEO of EMEA.

Weber Shandwick MENAT promoted Ghaleb Zeidan to Regional MD for UAE, culture, learning and development, and partnership. For the past five years Zeidan has steered the agency’s UAE operations, overseeing both offices in Dubai and Abu Dhabi.

Memac Ogilvy appointed Ghassan Maraqa as MENA CEO and Jon Marchant as MENA Group President. Marchant joins the agency after a six-year journey as MD for FP7 McCann Dubai, Momentum and Craft MENA. Maraqa has been responsible for Memac Ogilvy for two decades as its regional COO and CFO.

Karen Doumet and Daniel Shepherd stepped into a Co-Managing Director roles, working in close collaboration and relying on each other’s strengths to take PHD to new heights.

Horizon FCB Dubai appointed Mohamed Bareche as Executive Creative Director. He takes the lead following an impactful tenure where he championed successful campaigns for brands such as Pizza Hut, KitKat and Louvre Abu Dhabi.

Publicis Groupe Middle East appointed Ramez Zeineddine as CEO of Starcom Middle East. Zeineddine will spearhead the next chapter of transformative growth and innovation for Starcom ME. He will oversee the business ops of the media agency across the region, with a focus on sustainable growth for clients.

Publicis Groupe Middle East appointed Kareem Monem as CEO of Digitas ME. Monem will aim to accelerate the agency’s growth by connecting data-driven insights, creative experiences to deliver unparalleled experiences between brands and consumers.

Havas Middle East expanded its creative department with Leonardo Borges joining as Executive Creative Director for the agency’s office in Dubai. Borges spearheads an award-winning creative team and is responsible for the work created for the agency’s clients in the UAE.

Ghassan Kassabji was appointed as CEO of Impact BBDO Dubai, while Jad El Rabahi took on the role of Managing Director. Kassabji will continue to oversee growth for the region while spearheading the UAE business. El Rabahi was previously GM of the Dubai office.

Starcom Middle East appointed Donnacha Kinsella as its new Head for Saudi Arabia. Specialising in digital marketing and data leadership, he brings a wealth of expertise that encompasses various client verticals such as CPG, Finance, Automotive, and Tech.

December 20, 2023

EXPERIENCE ABU DHABI: Can’t Wait to Winter Agency: Serviceplan Middle East Production house: Dejavu

ETISALAT BY E&: Smiles, reward your everyday Agency: Saatchi & Saatchi Production house: Big Kahuna Films

COBONE: Cobone Hostage Agency: Amber Communications, Dubai. Production house: Film Dojo Director: Arun Francis

AL FUTTAIM IKEA: Monsters not included* Agency: Ogilvy UK & Germany Production house: Flying Eye Studio Director: Marcello Amora

FILM CAMPAIGNS

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HOME CENTRE: The Creature Creative: Leo Burnett ME Production house: Prodigious Middle East Director: Tahaab Rais

VOLT: Keep the high Volt Agency: RACK Advertising Production house: Matchstick Film Director: Sherif Mounir

MASDAR CITY: ‘Sustainable Living, Made Easy’ Creative: Films by Nomad Production house: Films by Nomad Director: Philip Clyde-Smith

December 20, 2023

ARAMEX: Eternal Sunshine Production house: Cinegate Film Productions Cairo/Dubai Director: Shahir Sirry

ETIHAD: 20th Anniversary film Agency: Impact BBDO Production house: Big Kahuna Films

CAREEM QUIK: If only everything was as quick as Careem Quik Agency: The Creative Studio Production house: Yellow Duck (Cairo)

KFC: Mozzarella Burger Agency: TBWA\RAAD Production house: Good People Director: Amr Haddad

LAY’S X NETFLIX: The Heist Agency: Science & Sunshine Director: Virgil Ferragut Production house: Film Pudding

LACOSTE: Ramadan Campaign Illustrator and artist: RexChouk

ABAAD: Dirty Laundry Director: Danielle Rizkallah Production house: Studio Vision / Remie Akl Management

ALDAR PROPERTIES: Live life as it should be Creative agency: FP7 McCann Agency producer: Kayla Fu Director: Martin Escriche Production house: Dejavu

December 20, 2023

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PITCHES communications for both segments’ business units in the region.

LG Electronics In June, Havas Media Middle East announced its win of the LG Electronics media account. As part of a three-year deal, the media agency is responsible for looking after the tech giant’s digital presence in the region. The duties are carried out by Havas Media’s Dubai, Saudi Arabia and Lebanon Offices.

Visa Netizency was awarded the Middle East social media business for Visa, following a multi-agency pitch that took place in late 2022. As part of its duties, Netizency handles social media strategy for Visa’s markets across Central and Eastern Europe, Middle East and Africa (CEMEA) region, as well as content creation, community management, and analytics for the GCC markets.

Pizza Hut In January, Publicis Middle East, an advertising agency under Publicis Groupe, won the Pizza Hut account for the region, after a competitive pitch process that took place over several months. As the lead creative agency partner, Publicis Middle East works closely with Pizza Hut on its market strategy, creative communication campaigns and positioning of the brand and its products across the Middle East.

Saudi Tourism Authority In the same month, following a multi-agency international pitch, Dubai-based independent advertising and design agency and us was appointed as the Saudi Tourism Authority’s (STA) agency of record (AOR). The agency’s scope involves handling the Tourism Authority’s domestic and regional communications.

Emirates NBD A several-month-long pitch involving more than five network agencies ended with creative shop Leo Burnett MEA landing the Emirates NBD account in February 2023. Leo Burnett provides forwardthinking strategic planning, creative, data, communication, and digital marketing solutions for Emirates NBD.

Al-Futtaim IKEA Grey MENA announced its appointment as the creative and strategic agency for Al-Futtaim IKEA in the UAE, Qatar and Oman region. The account win follows a competitive pitch process involving five network agencies. As the lead creative and strategy agency partner, Grey is responsible for developing Al-Futtaim IKEA’s creative

10 communication campaigns, positioning, and supporting its growth and expansion across these markets.

Mcdonald’s Dubai-based digital marketing agency Netizency was awarded the McDonald’s UAE social media business, following a competitive pitch process. The agency’s remit is to manage the social media strategy, content creation, community management, analytics, and social listening of McDonald’s UAE.

Saudi Payments The Bold Group secured the Saudi Payments account, which is a significant milestone for the company. Specialising in marketing, branding, and experiential marketing, The Bold Group is responsible for handling the Saudi Payments account with its three sub-brands: mada, sarie, and sadad.

Majid Al Futtaim In June, Gambit Communications announced its win of the Majid Al Futtaim Shopping Malls and Majid Al Futtaim Entertainment accounts, following an extensive six-monthlong pitch process. As the PR agency, Gambit Communications leads the

Virgin Mobile UAE Earlier this year in April, Virgin Mobile UAE appointed Havas Middle East as its creative and public relations partner. Havas Creative leads the brand’s strategy and creative direction, while Red Havas leverages its PR communications expertise to deliver Virgin Mobile’s storytelling and expand its mission to “make mobile better”.

December 20, 2023

THE BATTLE FOR SOCIAL DOMINANCE IN 2023 I n 2023, the social media scene has been a whirlwind of change and competition. Platforms are battling for supremacy with series, AI sidekicks, and a clash of old and new features. Netizency unveils the highlights—from Instagram’s feature-packed journey to LinkedIn’s audio events. The landscape is evolving, and the question remains: where will your allegiance fall? TIKTOK vs NETFLIX Series is now a part of TikTok, expanding beyond traditional streaming platforms. This new feature enables content creators to assemble collections of their videos behind paywalls, each lasting up to 20 minutes, all available for purchase by their dedicated fans. So, where’s your subscription money headed now? TikTok or Netflix? SOCIAL vs AI TikTok is now your personal creative sidekick with its fancy Creative Assistant. Meanwhile, LinkedIn is auditioning an AI Coach to help you with job applications, while Twitter just unleashed Grok AI, its mischievous ChatGPT competitor with quite the sense of humour. AI is the new black in the world of social media.

OLD vs NEW As we wrap up this year’s chapter, platforms have bid adieu to some of their features, including YouTube’s Instagram-like Stories, Snapchat’s business-focused AR unit ARES, Twitter’s Close Friends-style feature Circles and many more. It’s a bit of an old versus new showdown in the world of social updates. INSTAGRAM vs EVERYONE Instagram has been on a streak with the feature-upgrade game — shortlived Notes statuses, Quiet Mode to help you take a break, DM Appointments, and a bunch more. With these cool additions, consider your Insta-experience as the deluxe version among platforms.

INSTAGRAM vs TWITTER Instagram did a cannonball into the social media pool, making waves with Twitter’s copycat, Threads. Now, users can flex their creativity by sharing text, images and videos, while throwing replies, reposts, and likes into the mix. Because, well, social media specialists definitely needed more platforms to juggle and confuse us between Threads and Twitter.

LINKEDIN vs PODCASTS In a year-end update, LinkedIn has rolled out a game-changer: Audio Events, a feature reminiscent of Clubhouse. Now, users can seamlessly host live, audio-only conversations with their professional community globally, all within the familiar LinkedIn interface. Will this alter your perspective on podcasts?

YOUTUBE vs TIKTOK TikTok’s CapCut threw some creative sparks over to YouTube, prompting the launch of YouTube Create. This standalone app is a video production game-changer, boasting editing tools and an expansive library of filters, effects, and audio. Brace yourself, YouTube content creators innovation just hit the edit button.

FACEBOOK vs FACEBOOK? Say hello to the era of multitudes on Facebook, where one mask is simply not enough. Now, you can rock various personas with multiple personal profiles. Each comes with its own unique feed, making it easier to keep your professional and personal lives distinctly separate. Because who says you can’t have it all—virtually? WHATSAPP vs WECHAT WhatsApp went on a wild ride this year, unleashing a slew of updates like community features, channels and ramped-up security measures. From images that can only be seen once (no screenshots allowed!) to one-time-heard voice notes, video voice notes, and a bunch more— WhatsApp’s got the chat game on lockdown! So, spill the beans—what’s your go-to chatting platform? X vs TWITTER X is undeniably the new Twitter. Elon Musk has turned the updating game into a rollercoaster, making it challenging for us to keep pace. From subscription bundles to names and price tags—whether you’re a regular user or an organisation, it’s an Elon Musk kind of update!

December 20, 2023

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Motivate Val Morgan, Middle East’s leading cinema advertising representative, has selected 15 of the top ads that graced the big screen in 2023, presented in no particular order

he cinema industry experienced a remarkable resurgence across the Middle East in 2023, fueled by a series of consecutive blockbuster releases including Barbie, Oppenheimer, Fast X, Jawan, Mission Impossible, Jailer, and the concert movie Taylor Swift: The Eras Tour. These standout films, along with numerous others, have marked a triumphant return for the industry. Cinemas worldwide are once again reemerging as vibrant spaces for storytelling, entertainment, and shared experiences, reaffirming the timeless allure of the silver screen in our digital age. The Top 15 Cinema Ads of 2023 pay tribute to exceptional content that fully embraces the cinematic medium, providing audiences with an extraordinary sensory experience spanning a range of emotional tones.

Nissan Title: Nissan Z - A Tribute to Edgar Herrmann Agency: OMD, UAE MVM chose this ad because…with its mesmerising footage, inspiring storytelling, and unforgettable soundtrack, the ad pays tribute to the legendary race car driver Edgar Herrmann and the iconic Nissan 240Z, demonstrating how brands can harness the power of cinema to share engaging narratives.

CINEMA ADS OF 2023

Cartier Title: Tank Française (feat. Rami Malek and Catherine Deneuve) Agency: Mediacom, UAE MVM chose this ad because…helmed by filmmaker Guy Ritchie and shot in Paris, the ad’s distinctive directorial style creates a charming cinematic experience. The ad takes viewers on a captivating journey through time, whilst highlighting the enduring design of the Tank Française. McDonald’s Title: As Featured in Agency: UAE – UM, Qatar - Al Mana Media, and Kuwait - Media Market MVM chose this ad because…it serves as a nostalgic reminder of the fast food giant’s iconic presence in the realms of cinema and television. The ad takes viewers on a delightful trip down memory lane, particularly resonating with folks who lived through the vibrant 1990s. Diriyah Gate Development Authority Title: Symphony of Earth Agency: Spark Foundry, KSA MVM chose this ad because…timed to coincide with Saudi National Day, the ad not only commemorates the birth of modern Saudi Arabia but also blends its traditional and heritageinspired soundtrack with captivating visuals to seamlessly craft a cinematic masterpiece reminiscent of a compelling movie trailer. Yas Island Abu Dhabi Title: Live it up like Momoa – Marina Circuit Agency: Initiative, UAE MVM chose this ad because…while it gained significant traction across various ad platforms, its true adrenaline rush is solely experienced when viewed on the big cinema screen, where its power comes to life with unparalleled visuals and immersive sound. Clara Title: It’s a Clara Curl Agency: Marketedia, KSA MVM chose this ad because…the creative artfully mirrors the style and theme of the blockbuster it launched alongside, Barbie. With its vibrant

Café #999

Hermès

Cartier

Nissan

Etihad Airways

Oriental Weavers

Central Bank of Kuwait

December 20, 2023

Clara

Sharjah International Book Fair

pink palette and glittering aesthetics, it exudes a sense of femininity, capturing the attention of young and fashion-forward audiences.

animation in this creative carries a distinctive, dark allure, yet it’s the artful synergy with the script and vibrant voiceover that transforms it into a whimsical spectacle, effectively bringing to life the excitement and love for reading on the grand cinematic canvas.

Hermès Title: Le Regard d’Hermès Agency: Havas Media Middle East MVM chose this ad because…it is a cinematic tour de force that encapsulates the quintessential spirit of cinema with a production style reminiscent of a Quentin Tarantino Western. The synergy between the soundtrack and cinematography makes this ad a cinematic gem, as if it’s tailor-made for the silver screen, where it truly belongs.

Diriyah Gate Development Authority

Saudia

Sobha Realty

Central Bank of Kuwait Title: Diraya Agency: BPG, Kuwait MVM chose this ad because…it leverages humour to effectively convey an essential public awareness message about the risks associated with fraudulent phone calls, with a particular focus on the vulnerable demographic depicted in the ad. This ad is part of a series of equally comedic messages by the advertiser.

Yas Island Abu Dhabi

McDonald’s

Etihad Airways Title: Mission: Reliably Punctual Agency: Red Dot Media, UAE MVM chose this ad because…this creative piece, part of a series of five ads, aligns its theme with Paramount’s Mission: Impossible Dead Reckoning Part, allowing it to ride the wave of anticipation generated by the film and offering audiences a mini-trailer experience. Malabar Gold & Diamonds Title: Speak Your Heart with Mine Diamonds MVM chose this ad because…this creative piece not only represents a remarkable collaboration between two female Bollywood powerhouses but also elegantly showcases Malabar’s exquisite jewellery collection, bringing it to life through a beautifully crafted script and a heartwarming soundtrack.

Malabar Gold & Diamonds

Sharjah International Book Fair Title: SIBF 2023 MVM chose this ad because… the

Oriental Weavers Title: Your Home, Your Character Agency: Initiative, Egypt MVM chose this ad because…it distinguishes itself with its humourladen script, artfully depicting the myriad considerations and choices individuals encounter in the quest for the perfect living room carpet. Its engaging narrative is universally relatable, making it a standout piece. Sobha Realty Title: The Art of the Detail MVM chose this ad because…visually, this creative masterpiece immerses viewers in the essence of Sobha’s signature luxury home construction style, capturing the epitome of elegance on the big screen. In parallel, the ad’s meticulously crafted copy and compelling narrative breathe life into the brand’s distinct identity. Saudia Title: This is How We Fly Agency: MMS Communications, KSA MVM chose this ad because…it skillfully harnesses the cinematic environment to craft an impactful in-flight experience through a combination of visually mesmerising elements, emotionally uplifting audio and a compelling script, while successfully showcasing its commitment to the nation’s future. Café #999 Title: Doha Art Hub MVM chose this ad because… it’s a delectable fusion of gastronomy and art, skillfully presented through a dynamic visual narrative that seamlessly blends vibrant animation with charming real-life footage, and enhanced by a lively, ever-changing soundtrack. The ad takes audiences on a captivating journey from beginning to end.

December 20, 2023

MATTER OF FACT News, views & trends from across the spectrum

BRAIN HACKING TARIQ AL SHARABI

You may have come upon EEGs (Electroencephalograms), which measure electrical activity in the brain, and MEGs (Magnetoencephalograms), which record the magnetic fields produced by neural activity, which are gaining momentum, given their potential to bring about more intuitive, personalised, and accessible forms of communication. In fact, their impact on the communication industry promises to be significant, enhancing human interaction with technology and broadening avenues through which brands can gain deeper insights into their audiences. Managing Director of Cicero & Bernay A Communication Partner

EEG technologies enabled the utilization of algorithms trained on copious amounts of data to process electromagnetic signals within the brains of participants, presenting, on a screen, the images they visualise in their minds. However, the images only featured the baseline principle object within participants’ minds. Recent breakthroughs have truly put such technological innovation on the map. This year witnessed newfound scientific enquiries into the tech, with META employing MEGs to greatly increase resolution (accuracy) of visuals developed from mere thoughts. This technology is revolutionary, specifically for People of Determination who struggle with verbal communication, giving their thoughts a voice for the first time. Beyond that, such technology also presents an incredible opportunity for self-expression, allowing audiences to showcase their inner worlds and inviting viewers to peer into their minds. With imagination continuously proving to be the limit, where can we possibly go from here?

15.5 billion

Firefly

32%

4 th

The fastest-growing generative platform built into Adobe Photoshop

Images created using gen AI, more than the total photos taken in the past 150 years

Spike in neuromarketing interest over the past five years

UAE’s ranking in terms of audience interest in generative technologies

Source: visualcapitalist | everypixel

GAME CHANGER

BREAKING THE NET

#NOT

Channel 1 News

Nano Learning Model

Frock that!

When you thought AI couldn’t get more ingrained in our everyday lives, Channel 1 News breaks the notion. Launching in 2024, the network will offer its audiences an entirely digital, AI-generated news channel. While citing ‘credible’ news sources as inspiration for its content, many eagerly await how an AI-driven news report may look.

Google’s future is steeped in LLM technology, with its Gemini AI Nano being rolled out across its mobile devices. This innovation transforms smartphones with smarter ‘Summarise’ and ‘Smart Reply’ capabilities, blending data security and offline access and marking a pivotal shift towards more intelligent, user-friendly mobile experiences.

Zara’s controversial ‘The Jacket’ campaign, perceived as echoing Gaza’s turmoil, sparked a digital and real-world backlash, leading to a campaign withdrawal and a reflective statement. This episode underscores the critical balance between creative expression and cultural sensitivity in global advertising.

December 20, 2023

THE YEAR IN

SPOTIFY Akshat Harbola, Spotify’s Managing Director for MENA and South Asia. “Looking back at Wrapped 2023, it’s fascinating to see how music fans across MENA are engaging with audio. These listening habits reflect our region’s musical fluidity; we’re connected to global trends, yet we strongly champion our local heritage. In Egypt, what really stood out this year was how new artists made it to Wrapped’s shortlist. In Saudi Arabia, we’re witnessing the resurgence of throwback songs like Adele’s ‘Set Fire to the Rain’ alongside the ongoing popularity of Khaleeji music. In Morocco, local hip-hop continues to be cherished, and in the UAE, the expat community’s diverse tastes are truly reflected in the UAE’s Wrapped lists, featuring everything from K-Pop to Indian music to global hits.”

Amr Diab

Kouz1

Top 10 Artists in MENA: 1. Essam Sasa 2. Wegz 3. Amr Diab 4. Ahmed Saad 5. Cairokee 6. ElGrande Toto 7. Marwan Pablo 8. Draganov 9. Husayn 10. kouz1 Top 10 Arabic Tracks in MENA: 1. “Alo Aleky” by Mohammed Saeed 2. “El Bakht” by Wegz 3. “Mesa Meni Leko” by Essam Sasa 4. “Beraha Ya Sheikha” by Bahaa Sultan 5. “Aleb Fel Dafater” by Muslim - ‫ﻣُﺳﻠِم‬ 6. “Yemken Kheir” by Ramy Sabry 7. “Be2amaret Meen” by Farid 8. “Mekhasmak” by Nawal 9. “ElYoum Elhelw Da” by Ahmed Saad 10. “Basrah w Atooh” by Cairokee

Marwan Pablo

The standout revelation of the year is the rise of the Egyptian Mahraganat artist Essam Sasa, who claimed the title of the most-streamed artist in the Middle East and North Africa. Following closely is Wegz, with Amr Diab, Ahmed Saad, and the iconic Cairokee band making up the rest of the top five. ElGrandeToto, a leading Moroccan rapper, also secured a well-deserved place in the top five. Moreover, Egyptian rapper Marwan Pablo, making a triumphant return this year, claimed the seventh spot, followed by Draganov, Husayn, and kouz1, rounding out the top ten. Remarkably, 60 per cent of the artists on the list represent the Hip-Hop genre, underscoring its continued dominance in the Arab music scene. In Saudi Arabia, the legendary Abdul Majeed Abdullah reigns supreme as the most-streamed Arabic artist, reaffirming the endless love for Khaleeji music. He’s followed by Rashed Al-Majed, Khaled Abdul

Taylor Swift

Rahman, and Ayed, all celebrated names in their own right. This year, more listeners were streaming women artists in Saudi. Taylor Swift is the most-streamed artist in Saudi Arabia, with Lana Del Rey coming in third. On the moststreamed Arab artists in the Saudi list, Assala Nasri and Sherine come in 5th and 10th, while Balqees’s “Da Elly 7sal” comes in third in the most-streamed Arabic songs category, and “Alfin Bab” by Oumaima Taleb comes in 8th. Since 2018, Spotify launched MENA, the growth in streams of female artists in Saudi Arabia has risen by 9,150 per cent.

December 20, 2023

TOP

THE SPIN

For our end-ofyear review, here are some of our favourite Spins and some new ones to hopefully make you smile

Microwave guard Marketers seem to be able to sell us any kitchen gadget imaginable. So how about this handy microwave guard to stop all those annoying sprays and explosions going everywhere? Sounds like a good addition to the kitchen until you look closer at the image and see the plate of chicken sitting on a bed of lettuce. Lettuce? Not sure how tasty lettuce is after 30 seconds of microwaves on it, but our guess is not good.

We care about every single details The promise on this cleaning service’s van made us chuckle. And thank our stars it wasn’t us who wrote the copy. If only you cared more about your copywriting.

McDonald’s For all you foodies out there, here is a marketing idea that may leave a bad taste in the mouth. Fast food chain McDonalds should have perhaps thought twice before placing an ad for its new McCrispy sandwich next to a road sign directing people to a nearby crematorium. Overcooked?

Jimmy John’s Another fast food example for you. As media ‘professionals’ we are all for word games and widening one’s vocabulary. So we applaud Jimmy John’s for its word search. However, we do have slight issue with how you can have a ‘smooth brain day’. We have heard of brain fog and brain freeze, but ‘smooth brain’ may be taking things a little too far.

Starbucks Many of us love a cup of joe from our local Starbucks (let’s face it, they are hard to avoid), but maybe not everyone does. This Starbucks van driver leaving their door open was maybe revealing what they really think about its coffee. Starbucks sucks. We couldn’t possibly comment but Starbucks’ executives must be left foaming at the mouth.

International Women’s Day International Women’s Day earlier this year was a stark reminder of how much needs to be done for gender equality. The UN said this could be 300 years away which is a chilling figure. However, while we wait, how about free champagne to drown your sorrows? One enterprising hotel was offering free unlimited bubbly for the ladies to celebrate International Women’s Day, because they probably have so much time on their hands right?

Deliveroo Speaking of hands, how about getting your nails done as well to celebrate International Women’s Day, given that women probably spend so much time worrying about their appearance and specifically their cuticles? Deliveroo generously gave 50 per cent of the proceeds to a foundation in support of women’s health. Looking at the icons you can put on your nails (French fries, pizza and doughnuts) we are not sure these are promoting healthy living.

ICE We have to admit that we often slip into grammar snobbery at Campaign Middle East, frequently correcting poor English in the written word across all formats (even Whatsapp messages). But surely anybody would be left perturbed at how you can misspell a three-letter word like ice. Perhaps the copywriter had brain freeze!

Six pack And if it’s not grammar, it’s basic maths errors that make our blood boil. Like this ad for a six-pack deal. Nice pun but perhaps you should count the number of bottles first before patting yourselves on the back at your clever marketing. No one will be raising a glass at that one sadly.

Road sign And finally, if you can make sense of this road sign please let us know. It definitely involves three people but then things get a bit hazy. Whatever they are doing, please don’t try this at home.

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THE LION’S ROAR. ECHOES AGAIN.

We had a rather special showing at the recently concluded Campaign ME Agency of the Year Awards. And we couldn't have done it without our brave clients, bold partners and ever-hungry talent - all working as one team. Truly celebrating the Power of One.

Integrated Marketing Agency – Publicis Groupe ME&T Head of Agency – Bassel Kakish, CEO - Publicis Groupe ME&T Strategic Leader – Tahaab Rais, Chief Strategy Ofﬁcer - Publicis Groupe ME&T Outstanding Woman in Advertising – Nathalie Gevresse, CEO - Publicis Communications UAE Production Agency – Prodigious ME Creative Team – Kapil Bhimekar & Divyan Kriplani - Leo Burnett ME Corporate Comms & Marketing Team of the Year – Angela Bak, Chhaon Bahl, Jane Abou Chacra - Publicis Groupe ME&T New Business Development Team of the Year – Growth & Innovation Team Jennifer Fischer, Marisa Lawson, Arthi Rajagopalan, Lama Naimi, Robert Dyer, Aalishaan Mahboob, Sandy Hanna, Ahmed Aborady, Alaa Thebian, Christina Castelo - Publicis Groupe ME&T