Campaign Middle East - March 2024

Leave them in awe

Emirates signs multiyear global marketing partnership with NBA

Emirates Airlines has signed a long-term global marketing partnership with the National Basketball Association (NBA).

The carrier’s multiyear deal means Emirates is now the Official Global Airline Partner of the NBA.

The collaboration also makes Emirates the inaugural title partner of the NBA Cup, previously named the NBA In-Season Tournament, as well as the first-ever referee jersey patch partner of the NBA.

The global airline will be featured through a co-branded Emirates NBA Cup event logo, with co-branded promotion planned across the NBA’s global social media community and in-arena signage throughout the Emirates NBA Cup Semifinal and Championship games.

The Emirates logo will also be featured on all NBA referee jerseys, and first appeared at the 2024 NBA All-Star Game which took place in February.

His Highness Sheikh Ahmed bin Saeed Al Maktoum, Emirates Group Chairman and Chief Executive, said: “With basketball’s popularity around the world, we are excited to work with one of the most globally recognised and prestigious professional leagues.

“The NBA is a valuable addition to our sponsorship portfolio as it allows us to connect with a vast global fanbase, including in the U.S., where the game is an integral part of the country’s sport culture.”

NBA Deputy Commissioner and Chief Operating Officer Mark Tatum added: “As basketball continues to be recognised as the fastest growing sport globally, this collaboration will showcase the excitement of the NBA to the millions of people who fly Emirates every year.”

The sponsorship will also allow Emirates to enjoy a presence at other marquee league events, including partner of NBA Crossover – an immersive fan event at NBA All-Star

Fans will also have the opportunity to watch NBA content on all Emirates flights via the airline’s inflight entertainment system, including long-form documentaries, player profiles and interviews.

The marketing partnership will also allow basketball fans to purchase a wide range of official NBA merchandise, including basketballs, sportswear and vintage collectibles, with co-branded collaborations to follow later this year.

The merchandise will be sold at

the official Emirates Store at Emirates’ headquarters in Dubai and online at www.emirates.store, which delivers worldwide. Emirates has been a long-standing supporter of basketball in the region for almost 30 years, helping to connect with avid fans of the popular sport in the UAE and Lebanon, and providing a

BMW MIDDLE EAST BMW IJACK

platform to highlight the best and brightest stars. The airline is also a key sponsor of major European football teams and its sponsorship portfolio includes Arsenal FC and Real Madrid.

Emirates recently scored its fourth ‘Grand Slam’ with a multi-year tennis partnership with Wimbledon.

Al-Futtaim starts podcast series

Al-Futtaim Automotive has launched a new podcast series that celebrates the inspirational journeys of innovators who are driving positive change. The first season of the podcast series called ‘Let’s Talk Mobility’ will feature 12 episodes. The first five episodes were recorded at COP28 in Dubai, where Al-Futtaim Group played a key role as strategic e-mobility partner of the event.

The podcast series aims to dig deep into sustainability transitions that global leaders are organising in their respective sectors, from automotive to commercial transportation to retail.

The series is hosted by Mousub Shashaa, Founder and CEO of ArabGT, with the first five episodes featuring industry leaders and sustainability pioneers, including Thomas Ingenlath, CEO, Polestar and Karin Svensson, Chief Sustainability Officer, Volvo Group.

BMW Middle East photobombed every charging station listed in Dubai on Google Maps with its electric cars as part of a new campaign. Serviceplan Middle East’s ‘crazy’ campaign for BMW Middle East involved photographing more than 300 stations. The thinking: When it comes to electric vehicles in the UAE, data shows that public charging stations are the primary source of charging, so potential buyers look for nearby charging stations first.

Emirates was named as the first-ever referee jersey patch partner of the NBA.

Dubai Lynx announces Annahar Media Group as the Advertiser of the Year for 2024

Dubai Lynx, MENA’s leading platform for creative excellence and effectiveness, has announced Annahar Media Group in Lebanon, as the Advertiser of the Year for 2024.

The Award recognises a brand that has distinguished themselves through innovative marketing and embracing creative work produced by their agencies.

The Advertiser of the Year Award will be presented to Annahar Media Group representative Nayla Tueni, CEO, Annahar Media Group at the Dubai Lynx Awards Ceremony, taking place at the

Emirates Golf Club on Wednesday 6 March.

Simon Cook, CEO, LIONS & Dubai Lynx, said: “The Advertiser of the Year Award recognises creative excellence, demonstrating the business value of creative communications. We are delighted to present this year’s Award to the Annahar Media Group, who are responsible for a body of work that has created significant impact across business and tangible social change. They have truly raised the creative bar for the region.”

The Annahar Newspaper, a renowned outlet for upholding freedom of speech and democracy in

Lebanon, has taken home the Grand Prix in the Print & Publishing Lions for their bold and courageous campaigns for the past two years consecutively at Cannes Lions and previously in 2019.

‘The Blank Edition’, which took the Grand Prix in 2019, was an entirely blank edition to highlight the Lebanese people’s frustration with political inactivity. After the release of the blank edition, the newspaper’s editor-in-chief encouraged citizens to use it to write their own headlines and send messages to politicians, over social media.

Outstanding contribution

2022 saw ‘The Elections Edition’, by Impact BBDO, Dubai win the Grand Prix at Cannes Lions in the Print & Publishing Lions, followed by the Creative Effectiveness Grand Prix at Dubai Lynx the following year in 2023.

Ian Fairservice, Vice Chairman, Dubai Lynx, added: “We are delighted to award the Annahar Media Group for 2024 and celebrate their groundbreaking creativity. Their campaigns have challenged the status quo and harnessed creativity as a force for progress for people, business and society. We look forward to honouring them at the awards ceremony in March.”

In early February, Ali Rez, Chief Creative Officer at Impact BBDO for the MENAP region, was honoured as Advertising Person of the Year, Outstanding Contribution for 2024 by Dubai Lynx.

It is regarded as one of the festival’s most prestigious awards, and celebrates an individual who has made a significant contribution to MENA’s advertising industry in the previous year.

The Annahar Newspaper is renowned for upholding freedom of speech and democracy in Lebanon.

Hypermedia signs 10-year digital OOH agreement with Nakheel

Hypermedia has announced a digital OOH media partnership with Nakheel. The agreement grants Hypermedia the media rights and development privileges for Nakheel’s communities and assets.

Hypermedia will attract new luxury segment brands that align with the affluent demographics of Palm Jumeirah.

The exclusive 10-year agreement grants Hypermedia, a subsidiary of W Group Holding, media rights and development privileges for Nakheel’s communities and assets, including Palm Jumeirah, 12 vibrant communities, 13 malls as well as several large hoardings across Dubai.

Abed Bibi, Chief Marketing Officer at Nakheel, said: “We are delighted to partner with Hypermedia to amplify Nakheel’s digital branding across the OOH media space.

“Their cutting-edge technology combined with the strategic locations of our lifestyle developments, will boost Nakheel’s digital connect with our widespread audience by offering data-driven branding.

“We are confident this partnership will resonate with Dubai’s residents and visitors as we move into a seamless digital network that is bound to create compelling and immersive experiences for all.”

Hypermedia will implement a state-of-the-art digital network, elevating Nakheel communities into a world-class media network.

According to the companies, this mix of digital innovation will enhance the prestigious and high-end lifestyle experience synonymous with Nakheel’s destinations, encompassing residential, business, and tourism sectors. The partnership includes destinations such as Palm Jumeirah, Jumeirah Islands, and

numerous others, totaling over 15,000 hectares and currently providing homes for over 700,000 residents.

In all Nakheel communities, and particularly within Palm Jumeirah, Hypermedia is leading a brand elevation initiative through its digital OOH landscape.

Meanwhile, outdoor supplier Backlite Media has announced the expansion of its Landmark Series into Abu Dhabi. The selection will be“visually stunning” it says.

‘Music City’ hub coming to Dubai

Universal Music Group (UMG), considered a world leader in music-based entertainment, has signed a deal with UAE-based music organisation DGMC.

In a statement, DGMC said its vision is to develop a thriving, sustainable and lasting music ecosystem in the Middle East. “The ‘Music City’ development, which will be based in the UAE, will drive this vision, and serve as the regional hub for both local and international recording artists and songwriters,” it said.

The partnership will see the companies build a cutting-edge recording studios, develop educational academies, and the creation of a new full-service music label to support local and regional artists.

UMG, which is home to artists like Taylor Swift, The Weeknd and Drake, will bring deep experience in artist development, marketing and promotions to help inspire future generations of local artists and songwriters.

The development will include three new Capitol Studios recording studios – these will be the first-ever Capitol Studios outside of the historic Capitol Tower in Hollywood.

A range of must-see music experiences for fans are also planned. The label will be a joint venture between UMG and DGMC and will develop local artists.

Amidst Dubai’s towering structures and sprawling malls, chocolate brand Kinder launched its minis range of products with a campaign that set a different record in the city. In a city often synonymous with big, Kinder looked for a unique way to make its mini product range stand out in the city. It introduced ‘Mini Billboards,’ which were showcased in architectural models of future residential compounds. These models were crafted with the aim to mirror their larger counterparts.

Regional Category Director Andrea Longobardi

Nissan Middle East revealed what it calls a “CGI masterpiece” featuring its iconic Patrol lineup on the billboard of City Walk Dubai. The viral video integrated cutting-edge technology with a smart creative vision, portraying the Patrol against dynamic, surreal landscapes that mirror its robust elegance and advanced features. The video was crafted using high-resolution 3D modelling and photorealistic rendering. The video aims to highlight the Patrol’s spirit of adventure and innovation in every frame.

Hypermedia will implement a state-of-the-art digital network for Nakheel.

CREATIVITY COMES ALIVE

Campaign Middle East editor Justin Harper asked some of the region’s leading creative chiefs what they are entering into this year’s DUBAI LYNX, what work they think will do well and how to get the most out of the Festival of Creativity.

TRES COLACION

Executive Creative Director, Droga5

How much work are you entering this year?

We’re entering work from two projects, Riyadh Season and the Qiddiya. Within these projects are a few different pieces ranging from out of home to film and an integrated suite of work.

What do you think is your strongest work?

With all our work we look at two metrics: the ambition and the impact out in the world. With the Battle of the Baddest, we had the ambition to change the way that boxing is promoted forever. That’s an ambition that we realised with the impact already being seen in the fights that followed. For Qiddiya, it was about launching an ambitious brand philosophy around the importance of play to excite the public around a city that is still being built.

Which categories do you think you are strongest in?

Between ‘The Wish’ for Riyadh Season, ‘Rumble for

Battle of the Baddest’, and ‘Play Life’ for Qiddiya we have three films that approach the classic ad film in a totally different way. The latter also has a thoughtful emotive strategy to get around a physical challenge.

Which other categories will be the most interesting to watch?

With the line between advertising and content continuing to blur, entertainment is always a category that continues to evolve.

What themes do you expect to see in the work this year?

Definitely the use of AI, whether that is genuine or a bit subversive.

What do you hope to get out of the festival itself?

It’s a unique opportunity to see work geared towards a part of the world we’re increasingly interested in. Obviously, there are so many similarities, but there will also be the most ingenious differences as the

ask is adapted to culture, context and behaviour.

What advice do you have for creatives attending Dubai Lynx for the first time?

As with any festival of creativity the work is always the focal point, but remember that behind each brilliant piece that you see is a team of your peers. Seek them out, get to know them, tell them their work inspires you. This is an industry where the capital is our people. Without them there’s no point in any of this.

KALPESH PATANKAR Chief Creative Officer Leo Burnett Middle East

What do you think is your strongest work?

That’s always the toughest question to answer. Every piece entered has been selected because it is strong. Be it meaningful purpose-driven social campaigns, or innovative brand activations, or be it craft-in-type design, every piece demonstrates strength in a particular area.

Which categories do you think you are strongest in?

We’ve got a range of work across categories. From social/influencer campaigns to film, brand activations, industry craft, radio/audio, healthcare, and even glass – we believe the work is meaningful and has relevance across a range of categories.

Which other categories will be the most interesting to watch?

Creative commerce is definitely an emerging space – only introduced last year. So we’re always keen to see the innovation and ideas that come up in that

category. Digital is a category that always showcases the power of technology and innovative solutions.

What themes do you expect to see in the work this year?

We live in conflicted times globally, and the industry has always used the power of communication to come up with ideas that could impact positive change and solutions, so we will probably be seeing a lot of CSR work. In that same vein of thought, we have always witnessed a meaningful shift towards brands and agencies championing purpose-driven work, so we will probably see more of that through

CSR, health awareness ideas, and such. And finally, technology is here to transform the way we live every day and I expect experiential tech, AI and other such technologies to emerge as a theme through lot of the work.

Which campaigns by other agencies do you expect to do well?

I haven’t seen all the work being entered by all the agencies, but one of my personal favourites would be the ‘Proudly Second Best’ print executions by IKEA, which I am hoping will be rewarded with the recognition it deserves. It is ingenious simplicity at its best, in advertising’s favourite medium – print.

What do you hope to get out of the Festival itself?

Like every year, we’re looking forward to the Festival showcasing and championing the best work from across the region for us all to celebrate as an industry. It’s a great opportunity to network, bond and strengthen our ties as a MENA fraternity.

What advice do you have for creatives attending Dubai Lynx for the first time?

Soak it all in – attend as many workshops and talks as possible, participate in competitions for young creatives, meet people, engage in interesting conversations, watch all the work, and bask in the region’s ultimate celebration of creativity that this Festival is.

STEVE DE LANGE Executive Creative Director Memac Ogilvy

How much work are you entering this year? Half as much as we’d like.

What do you think is your strongest work?

Ideas are like children – when you love one more than the other it’s best to keep it to yourself.

Which categories do you think you are strongest in? See above.

Which other categories will be the most interesting to watch?

Personally, I find all the categories to be precisely the same amount of interesting. But as a community I think we should all collectively pour one out for the now defunct Mobile Lynx category – forever on our mantlepieces and forever in our hearts.

What themes do you expect to see in the work this year?

If historical precedent is anything to go by, multiple attempts to safeguard women, children, peoples of determination and various contentious democracies. But not necessarily in that order.

Which campaigns by other agencies do you expect to do well?

Call me a dreamer, but I’ve always enjoyed advertising that endeavors to build brands and/or sell goods and services. Really enjoyed the idea for McDonald’s ‘It’s a sign’ by FP7, the writing craft by Saatchi & Saatchi for Kinokuniya’s ‘Offset Boxset’ and the sheer leftfield irreverence of Wego’s ‘Tony the Snowman’ by M&C Saatchi.

What do you hope to get out of the Festival itself?

Dubai Lynx is an excellent opportunity to network and compare the everreceding hairlines and expanding waistlines of erstwhile colleagues. But in all seriousness, it’ll be great to see and meet the bright young minds who are writing the next chapter of our industry. (Side note to those selfsame bright young minds, please stop using ChatGPT to write the next chapter.)

What advice do you have for those attending Dubai Lynx for the first time?

Dubai Lynx is a celebration of our region, our industry and the countless men and women who toil tirelessly to delight, entertain and inspire.

TUKI GHIASSI Executive Creative Director Publicis Middle East

What do you think is your strongest work?

We have entered the conventionbreaking ‘Jeep - Original Copies’ case. The rest is in the hands of the capable juries and judges. We are excited to see what feedback we receive, and the team have good reason to be proud of their efforts on this campaign.

Which categories do you think you are strongest in?

There is a lot of great work being produced in our region. In terms of awards, our mindset is to

What themes do you expect to see in the work this year?

I’d love to see even more of the work that solves brand problems and tackle concrete business objectives.

Which campaigns by other agencies do you expect to do well?

It was interesting that every entry form at Dubai Lynx this year had a question that specifically asked about the cultural context of the work, and any regional nuances that international judges might not be familiar with. I expect that campaigns built on regional insights will resonate well with the judges.

What do you hope to get out of the festival itself?

As a Groupe the direction is very clear – we put talent first. This year, I am a mentor at the Young Lynx Academy as well as a jury member on the Young Lynx Integrated panel. I look forward to interacting with the talents. They always bring a fresh

compete with the best, by putting our most creative and effective work in front of the judges. Just as our campaign itself challenged the conventions of advertising in the automotive industry, we hope to challenge some of the category conventions at Dubai Lynx.

Which other categories will be the most interesting to watch?

I have a personal passion for the Industry Craft and the Integrated categories, so I will be keeping a close eye on those two. But in general, where things get really interesting for me is in the sub-categories. Dubai Lynx has great diversity. You sometimes have digital and offline competing in the same category with sub-categories like Cultural Insight bringing even more richness. It will be interesting to see tailored cases across categories and how a single campaign answers any or multiple of them.

perspective, but I’m also always astonished at how resourceful they are. They are very clued up with new tools and exciting ways of bringing their ideas to life. It is enriching to spend time with them, and I take that renewed energy back to the office with me.

What advice do you have for creatives attending Dubai Lynx for the first time?

As I tend to say; ‘your input determines your output’. This mantra applies to an experience like Dubai Lynx as well. It is only as enriching as you make it for yourself. Be insatiably curious. Absorb as much as you can. Attend as many talks as you can. See as much work as possible. Network with as many people as you can. Feed your creative algorithm, and you will leave with a lot of great industry inspiration.

WALID KANAAN Chief Creative Officer, TBWA\RAAD

How much work are you entering this year? We entered 20 campaigns for 14 different clients. Our award focus was always based on our clients’ brands, trying our best to turn the day-to-day into an award opportunity and we’re happy to have a pool of work that the public have seen, commented on and interacted with.

What do you think is your strongest work?

We’re confident with all our entries, they created an impact in the market, they delivered on results, and they were creatively disruptive in nature. If I must name a couple, I would love to see the Nissan ‘Keep asking why’ films and the KFC ‘Originals’ launch campaign acknowledged by the jury. The first one used comedy and humour, an emotion we all so need during these dark times, and the latter capitalised on a cultural insight, an original use of music to launch a new brand promise.

Which categories do you think you are strongest in?

In the past, our award cabinet covered most categories, this time I would love to see us winning in categories like Creative Commerce and Healthcare.

ALI REZ

Chief Creative Officer, IMPACT BBDO

What do you think is your strongest work?

We have a number of strong campaigns this year, which hopefully the Jury will find strong as well. There’s some really powerful work for Etihad Airways, in entertainment, in commerce, and in Glass. Easypaisa has transformed thousands of women’s lives by giving them access to comprehending their marriage contracts in Pakistan. Of course, we always have something strong for AnNahar, and this time we are addressing the many journalists who lost their lives in the last year with an incredibly bold edition. An amazing project for the Government of Sind in which we gave a town the name of a donation website officially is a first-of-its-kind activation in the world. And then we have some humour-based work for Loto Lebanon as well as from Egypt. Finally, there is one brilliant media-based campaign from KSA which we love.

Which other categories will be the most interesting to watch?

I am always interested by the Film category and Integrated category, as they both offer a high level of entertainment and engagement.

What themes do you expect to see in the work this year?

AI - it’s the topic of the hour and I expect it to be at the core of the Festival.

Which campaigns by other agencies do you expect to do well?

I used to have a clear contender year-on-year, but this time I honestly don’t have clarity as I suspect that most work will probably be revealed during the Festival.

What do you hope to get out of the Festival itself?

The region’s creative standard is on the rise, and work coming from MENA is celebrated all over the world. Clients are asking for brave disruptive ideas; This is an opportunity for all agencies to keep pushing onward and upward.

What advice do you have for creatives attending Dubai Lynx for the first time?

Be courageous and don’t shy away from brave ideas. “Don’t do the right thing, do the brave thing” as Lee Clow said.

Believe in what you can achieve.

Collaborate with the right teammates to make your wildest ideas come true.

And stay hungry… for greatness, every day, every moment.

Which categories do you think you are strongest in?

You never know this until the results are out, and we have often been surprised by the results.

Which other categories will be the most interesting to watch?

Creative commerce is incredibly interesting – how do you merge the delicate line between persuasion and sales?

What themes do you expect to see in the work this year?

For Dubai Lynx, as ever, there will be a lot of very regionally-focused work. Expecting to see a lot more humour this year. And, of course, needless to say, work that was developed using AI.

Which campaigns by other agencies do you expect to do well?

I love some of the Heinz work from FP7, it’s very clever. I think IKEA will do well also.

What do you hope to get out of the Festival itself?

I look forward to meeting industry folks. And looking at all the work that I might have missed this year – there are always a few surprises.

What advice do you have for creatives attending Dubai Lynx for the first time?

Try to attend as many talks as possible – there are a bunch of interesting ones this year. Mingle as much as possible too, and engage with people whose work you admire. Don’t miss the party.

“Creativity is the future’s superpower”

Saatchi & Saatchi’s Chairwoman and Global Chief Creative Officer Kate Stanners tells Campaign Middle East what she’s getting excited about, ahead of this year’s Dubai Lynx Festival

Based at Saatchi & Saatchi’s London headquarters, Kate oversees the agency’s creative output, and will be speaking at this year’s Dubai Lynx which takes place on 5-6 March. She spoke to Campaign Middle East editor Justin Harper about great ads, AI, creativity and more.

JH: So what excites you about the world of creativity right now?

KS: If you’re asking me about creativity then I would say that I believe that creativity is the future’s superpower. The world has many problems right now. We need to use our creativity to solve them.

The proliferation of content needed for brands to properly have impact in the right channels is hugely exciting as it allows us to experiment with different ways to create and make.

Data can give us a greater understanding of audience and their communities so that we can be acutely specific in our execution. Technology can help us innovate and make work that we hitherto never thought possible.

JH: Talk us through a recent campaign that caught your eye.

KS: As we are talking straight after the Super

Bowl, I really loved the Squarespace spot with Martin Scorsese. Years ago its John Malkovich spot was one of my all-time favourites and this doesn’t disappoint. Rarely do we get a chance to see incredible craft.

And as our industry is constantly being asked to do more for less, this is an exercise in more. More ambition, more craft, from writing, casting, performance and, of course, directing. It stood out from the others that were brash, loud and followed the more obvious advertising tropes.

JH: Moving onto AI. How are you embracing this game changing technology?

KS: As a creative I see AI as a creative partner, one that can help you expand or edit your ideas. It brings with it tools which help us craft and design in a way that really helps us bring ideas to life in people’s minds. It is a really exciting partner in our production process.

JH: What’s your view on the work that’s coming out of the Middle East?

KS: I have for a while now delighted in the sort of work that comes out of the Middle East. I think the way humour is used is very exciting, something other regions could well learn from. It also seems to have a ‘start up ‘ mindset. It is prepared to try things and experiment, which is hugely refreshing.

WELCOME TO DUBAI LYNX 2024

This year marks the 17th edition of the Dubai Lynx International Festival of Creativity and is the place for MENA’s creative marketing community to network, inspire and learn. Since 2007, the Dubai Lynx Awards have set the creative bar for the MENA region and each year, the winners point to a new direction for the industry and this year will be no exception. Across this year’s awards there will be new categories that recognise excellence in gaming, the metaverse, and that explore the role of sustainability and diversity, equity and inclusion.

The festival is a melting pot where ideas, brands and technology collide. Speakers are influential, innovative and creative experts – made up of creative communications agencies, big brands, advertisers, CMOs and marketers, innovators, platforms and tech companies. Delegates can enjoy a curated programme of content featuring experts from across the spectrum of creativity, on two stages of content, focusing on themes of creative effectiveness, talent & culture, creative risks and AI and innovation.

Attendees will get the chance to explore the many opportunities AI presents for the creative industries with experts Rebecca Bezzina, CEO EMEA and Nick Pringle, Chief Creative Officer EMEA, R/GA. Industry legend Josy Paul will discuss why proving the effectiveness of your creative work is important for both creatives and marketers and how to build a more sustainable marketing industry. Dubai Lynx’s 2023 Advertising Person of the Year, Outstanding Contribution honouree, Khaled AlShehhi, is also part of the strong line-up.

The power of collective action

A groundbreaking campaign by Puck has helped make a meaningful impact

What inspired Puck to initiate the ‘Selfless Shelves’ campaign?

The campaign can be traced back to our earlier initiative, ‘Your Creativity, Endless Possibilities.’ While the initial campaign aimed to introduce consumers to creative and sustainable upcycling practices using Puck glass jars, ‘Selfless Shelves’ represents a natural progression, extending our focus beyond environmental stewardship to encompass social and economic empowerment.

Inspired by our commitment to community and driven by the desire to make a tangible difference, we conceived the idea of donating empty Puck glass jars and offering shelf space in Carrefour stores to support five local Lebanese women and their growing small businesses. In Lebanon, where Puck enjoys a cherished status as a household staple, we recognised the opportunity and the responsibility to leverage our brand’s influence to uplift those affected by the country’s economic challenges.

By facilitating a platform for woman to showcase their artisanal homemade products to a broader audience, we sought to provide immediate support while fostering longterm sustainability within the community. ‘Selfless Shelves’ embodies our belief in the power of collective action and serves as a testament to our dedication to making a meaningful impact beyond the confines of commerce.

projects, to contribute as much as possible to the sustainability targets in the markets we operate in, as well as the UN Sustainable Development Goals.

The campaign achieved significant digital engagement and PR reach. How does Puck measure the success in terms of its impact on the women’s livelihoods and the community?

How did Puck select the women entrepreneurs and their products? We recognise the pivotal role women play in society and the immense impact they can wield when empowered to pursue their passions. We sought out women entrepreneurs whose stories exemplified resilience and determination in the face of adversity. Our criteria focused on identifying those with a genuine entrepreneurial spirit and a passion for food crafting, qualities we believed would align well with the goals of the campaign. From five distinct villages, we handpicked these exceptional women whose dedication to their craft and commitment to their families shone brightly. By providing them with a platform to showcase their talents and earn income, we aimed to uplift these individuals but also contribute to the economic well-being of their families.

them with a platform to showcase their talents

Perhaps the biggest target of the ‘Selfless Shelves’ campaign was to ultimately ease the economic pressure faced by the women in Lebanon. We would like to see that, following this campaign, these women’s small businesses as well as all others run by women see a significant boost in performance and thrive. We also hope that this campaign encourages shoppers in Lebanon to support locally sourced and homemade products such as the ones promoted in this campaign. ‘Selfless Shelves’ has been positively received by our consumers and the creative community and was highlighted as ownable and genuine to the brand.

How has this initiative influenced Puck’s overall brand strategy?

Can you elaborate on how Puck plans to further incorporate sustainability?

The campaign stands as a remarkable demonstration of our dedication to leveraging corporate resources for social good, underscoring our brand’s overarching mission to champion women’s well-being. Puck has long served as a committed ally to women in the region, offering support throughout their journeys in motherhood. As a beloved brand, we recognise the profound responsibility to extend our influence beyond market dynamics, ensuring that our impact resonates throughout broader society.

Sustainability for Puck is not limited to our ambition of owning reusability and promoting sustainable daily habits, it also covers other relevant areas for the brand such as minimising food waste and sustainable packaging under the ‘Planet Agenda’ and health, nutrition and food inspiration under the ‘people agenda’.

What key learnings has Puck gathered that could shape future initiatives?

brand such as minimising food waste

nutrition and food inspiration

We intend to continue this focus on promoting such habits in all our future

One key learning centres on the importance of prioritising both environmental sustainability and social impact in our projects. We’ve found that by aligning our efforts with these dual objectives, we contribute to positive behaviour change among consumers and foster tangible benefits for local communities. Going forward, we are committed to amplifying this approach, striving to create campaigns that resonate with our audience and also leave a lasting, positive imprint on the world around us.

By Yahia Adel Z AlSharif, Head of Category at Arla Foods

Embracing Gender-Inclusive Marketing: The Imperative for Progress and Profit

Heriot-Wa University’s Claire Roper-Browning explains the power of gender balance

In the rapidly-evolving marketing landscape, inclusivity has emerged as a crucial pillar for brands seeking to resonate with diverse audiences.

Gender-inclusive marketing strategies have emerged as a powerful tool for brands seeking to connect with diverse audiences and drive engagement and conversion rates in the digital sphere. In this op-ed, Heriot-Watt University’s Regional Director Claire Roper-Browning explores the transformative impact of gender-inclusive marketing and highlights the successful campaigns resonating with consumers.

Gender-inclusive marketing strategies provide a distinctive opportunity for brands to overcome cultural barriers and establish deeper connections with consumers. This inclusiveness improves brand perception and leads to higher engagement and conversion rates, as consumers tend to react positively to messaging that resonates with their experiences. Achieving gender balance in marketing has become essential for brands and is a significant connection point for value-driven consumers. Millennials and Gen Z exhibit a heightened awareness of social justice issues and are more likely to support brands that align with their values of inclusivity and equality. According to a survey by Deloitte, 70 per cent of millennials are more likely to choose brands that demonstrate a commitment to diversity and inclusion. Also, the Ipsos survey states that 76 per cent of respondents agree that advertising can influence perceptions of one another. Iconic campaigns like Nike’s ‘What Are Girls Made Of?’ and Always’ ‘Like A Girl’ have garnered widespread attention from brands and consumers.

Gender bias persists in contemporary advertising. Stereotypes that may have been deemed acceptable in the past now dissuade both women and men from purchasing or using a product. Brands significantly promote women’s empowerment and equality by normalising men’s involvement in everyday tasks, such as sharing household responsibilities or advocating for inclusivity in the workplace. Brands can contribute to this by eliminating gender stereotypes from their marketing and advertising materials. For instance, rather than exclusively depicting women performing household chores like laundry, emphasise the benefits of shared responsibility. Brands that successfully navigate social responsibility, sustainability, health, or convenience will continue to earn consumer loyalty.

A recent McKinsey report revealed that nine out of ten Gen Z consumers believe brands are responsible for addressing social concerns. According to a survey conducted by Ipsos, the role and portrayal of women in advertising can influence attitudes towards the evaluation of an ad. Additionally, when advertisements positively portray women, there is an increased likelihood of positively impacting long-term brand relationships and short-term behaviour change. In 2019, P&G’s male

grooming brand Gillette replaced its long-standing tagline ‘The Best A Man Can Get’ with ‘The Best Men Can Be’ to address toxic masculinity. Similarly, Ariel’s ‘Share the Load’ campaign highlighted the unequal division of household duties. The Dove Real Beauty campaign, featuring ‘real women’ in its advertising, has transformed the company and society.

In the Middle East, gender-inclusive marketing campaigns have illustrated the impact of inclusive messaging on brand resonance and commercial success. An outstanding instance is the Saudi women’s fashion label Femi9’s initiative to inspire Saudi fashion designers and provide them with opportunities in the business world. This campaign received acclaim for its empowering message, leading to a notable increase in brand awareness and sales for Femi9. Similarly, Always’ marketing campaigns in the Middle East, beginning with ‘Girls Can’ followed by ‘Generation of Firsts’, ‘New Brave’ and ‘Born Brave’ revolutionised the brand’s equity in the region. The campaign garnered widespread acclaim for its powerful message of gender equality and authenticity, resonating with audiences across demographics. As a result, Always experienced a significant increase in brand perception and market share. Additionally, Vodafone Egypt’s campaign, which showcased children questioning the challenges faced by women daily, directly confronted gender stereotypes. This initiative resonated with regional audiences, igniting discussions about gender equality and empowerment. Vodafone Egypt bolstered its brand reputation and fostered stronger connections with consumers by aligning with progressive values and highlighting diverse perspectives.

will shape perceptions and

Gender-inclusive marketing can drive societal change and promote gender equality in the Middle East. As consumers become increasingly conscious of social issues, brands that embrace inclusivity will likely gain a competitive edge and build stronger connections with their audience. As the region undergoes ongoing transformation and consumers persist in seeking authenticity and representation from brands, gender-inclusive marketing will become pivotal in facilitating effective brand communication. It will shape perceptions and catalyse significant change for future generations. It is time for brands in the Middle East to embrace inclusivity and lead the way towards a more equitable and inclusive future.

By Claire Roper-Browning, Regional Director of Marketing Recruitment Admissions and Communications at Heriot-Wa University

INDUSTRY VIEW:

What are you looking forward to at Dubai Lynx 2024?

Ninoshka Cardoz Creative Lead, MCH Global

I’m looking forward to the new additions at Dubai Lynx. As a gamer, I’m excited about the expansion of the gaming section as I see the potential in the diverse outlets from communities, streaming platforms and gaming platforms, and how these can be creatively utilised. I’m also thrilled about the category Brand Experience and Activation from a creative transformation perspective since this aligns with my interest in brand storytelling in experiences through multiple channels. It would be insightful to see what’s working in the market from this lens of a long-term creative perspective.

Anton Reyniers Head of Strategy, Impact BBDO

I’ve noticed on the run-up to Dubai Lynx lots of enthusiastic LinkedIn posting. In particular, purpose-driven work lamenting the necessity of certain causes. I get it. Many of these are rooted in powerful objectives and insights. However, if there isn’t an explicit call-out on how this type of work is designed to be long-term with more iterations to tackle the problem, my cynicism tends to spike. What’s going to get me excited this year are those who inject long-term-ism into purpose to instill credibility into what should be a noble agenda vs an award-winning one.

Khaled

AlShehhi

Executive Director of Marketing and Communication Sector, UAE Government Media Office

Amidst the innovative spirit of Dubai Lynx 2024, a session on ‘Building a More Sustainable Marketing Industry’ stands out, marking a pivotal moment for our collective journey towards environmental stewardship. As a participant in this dialogue, I’m excited to explore how the fusion of creativity and sustainability can redefine the advertising landscape. Inspired by the UAE’s commitment to sustainability and the outcomes of COP28, the festival offers a fertile ground for sowing the seeds of change. Dubai Lynx serves as a vital platform, encouraging us to weave sustainability into the fabric of our industry, from agency efforts to brand narratives and government policies. This session is not just a conversation; it’s a stepping stone towards integrating sustainability into our industry’s ethos, demonstrating how our creative endeavours can contribute to a greener future for all.

Mo Saad

Head of Design & Creative Impact, Brand Lounge

I’m quite thrilled about Brand Lounge’s debut at Dubai Lynx this year. It’s our first time at the event, and personally, mine too. Dubai Lynx has typically celebrated advertising’s finest, and now, as branding begins to be more recognised as a category, I’m excited to see what our region’s talent has been hiding. I’m particularly looking forward to networking with our peers, learning from guest speakers, and – fingers crossed – making a big win! All said and done, it’s shaping up to be a motivational event with hopefully just the right amount of inspiration to get us through 2024!

Divyan Kriplani

Creative Director, Leo Burnett

I’m looking forward to seeing how the festival’s been set up at the new venue – the Emirates Golf Club is a beautiful property but very different from Madinat, which we’ve all gotten used to over the years, so it should be an interesting change. Other than the literal new grounds, I’m of course very keen to see the new grounds being covered by brands, agencies, and creative teams in terms of the work. Especially in the space of AI and emerging tech, I’d love to see if there’s work that’s made big breakthroughs in the category. The awards are always the biggest attraction at the festival – showcasing the freshest and the best of the work being done across our region. At Leo Burnett, some of our best campaigns have been entered as contenders, and I’ve got my fingers crossed for them to get the appreciation they deserve. It’s also a lovely opportunity for all of us to get together and celebrate great ideas, as befits a creative community. The festival programme has a fantastic lineup of speakers this year and I’m looking forward to attending as many of the talks as I can. Off the top of my head, we’ve got Josy and Rajdeepak coming in from India – stalwarts of the industry who, I’m sure, will have insightful pearls of wisdom to impart. Closer to home, we’ve got big names like Moadh from Emirates NBD, who happens to be my client, so I’ll be there rooting for him. Then there’s Khaled, whose energy and enthusiasm for the future of our industry in the UAE is truly unmatched, so my advice would be to make sure you don’t miss him. I’m also really looking forward to Passant El Ghannam from Kraft Heinz – they’ve been doing some fantastic work in the region and I’m sure it’ll be inspiring to hear from her.  The list goes on, headlined by big regional and global industry leaders, so it’s safe to say there’s ample to look forward to and more to celebrate

This period is pivotal for brands to prioritise building recognition and loyalty, says L’Oréal Middle East’s Olfa Messaoudi

Ramadan, the holy month of fasting and reflection, holds a significant place in the hearts and minds of millions across the MENA region. According to Videnglobe’s recent report, online spending in the region during Ramadan steadily rose to 6.7 billion USD in 2023, marking a 9 per cent increase. Projections for 2024 anticipate further growth, potentially surpassing $7 billion. This period presents a pivotal moment for brands to prioritise building recognition and loyalty by nurturing meaningful relationships and trust with consumers. It’s essential to explore Ramadan advertising nuances, particularly the impact of beauty content on the community during this period.

THE SURGE IN BEAUTY CARE DEMAND

Beauty care experiences a surge in demand, with hair care emerging as the dominant category, closely followed by perfume, fragrances, skincare and makeup. In Saudi Arabia and other MENA markets, the allure of hair masks, especially DIY recipes like the popular TikTok hair serum recipes, reflects a fusion of traditional and modern beauty

practices. Perfume and makeup gain prominence, especially before Eid, as consumers focus on gifting and personal preparation. Additionally, skincare garners attention, highlighting the ongoing interest in maintaining healthy, glowing skin throughout Ramadan.

PRINCIPLES FOR SUCCESSFUL RAMADAN ADVERTISING

For brands embarking on Ramadan advertising, several key principles emerge as guiding lights. Embracing local context and consumer interests, crafting compelling narratives and prioritising quality over quantity are essential elements for success.

Understanding the nuances of consumer behaviour during Ramadan enables brands to tailor their strategies effectively and allocate resources accordingly. Successful Ramadan advertising relies on authenticity, subtlety and engaging storytelling, with entertainment seamlessly integrated into campaigns to resonate with consumers on a personal level.

LEVERAGING VIDEO AND MOBILE STRATEGIES FOR SEARCH AND DISCOVERY

platforms like META and Snapchat to create

consumer preferences for personalised and seamless interactions. This can be

increasingly leverage mobile-centric strategies to engage with consumers during Ramadan and Eid.

Optimising for organic and paid search is essential, especially during Ramadan, when beauty searches surge. Leveraging platforms like TikTok, Snapchat and Meta is crucial for discovery and shopping experiences, with 53 per cent of all beauty searches occurring during Ramadan in the GCC, according to Google Research Data 2022. On these platforms, 83 per cent of users frequently find new and interesting items to buy on Snapchat. Additionally, e-retailers and pure players, particularly Amazon, experience significant increases in searches during Ramadan, with 1.56x in the UAE and 1.93x in KSA.

Recent shifts in societal and consumer trends have prompted brands and marketers to continuously refine strategies for optimising campaigns. Understanding the discovery mindset and the demand for personalised shopping experiences, brands partner with platforms like META and Snapchat to create innovative solutions. Partnerships with platforms like Snapchat, facilitating virtual shopping experiences, cater to the evolving consumer preferences for personalised and seamless interactions. This can be exemplified by our partnership with Snapchat, with the first virtual mall with exclusivity on beauty. This effectively reached 12 million users organically during Ramadan last year.

‘‘SUCCESSFUL RAMADAN ADVERTISING RELIES ON AUTHENTICITY, SUBTLETY AND ENGAGING STORYTELLING”

EMBRACING CHANGE FOR AUTHENTIC ENGAGEMENT

Snapchat, with the first virtual mall with reached 12 million users organically during Ramadan last year.

that people exhibit higher online content consumption, increased search activity, and

Video consumption peaks across platforms, with online video accounting for 50 per cent YouTube emerges as the most popular video app during Ramadan, especially among GenZ audiences in KSA and UAE. As brands towards shorter content formats suited for

During Ramadan, Google data indicates that people exhibit higher online content consumption, increased search activity, and more internet usage on mobile devices. Video consumption peaks across platforms, with online video accounting for 50 per cent of time spent on Facebook and Instagram. YouTube emerges as the most popular video app during Ramadan, especially among GenZ audiences in KSA and UAE. As brands adapt to these shifts, there’s a notable trend towards shorter content formats suited for social media platforms, particularly on mobile phones. With 61 per cent of video viewers opting for short-form videos to discover new products or brands, brands

Looking ahead, it remains essential to dedicate an effort in understanding consumers’ ever-evolving behaviours in Ramadan to drive authentic engagement. Ramadan presents a unique opportunity for brands to connect with consumers in the MENA region through thoughtful and culturally resonant advertising campaigns. As Ramadan advertising continues to evolve, brands are navigating a landscape marked by shifting consumer trends and digital disruptions. Shorter formats and mobilecentric approaches are gaining traction, as brands seek to engage with consumers across diverse platforms. Embracing these changes while staying true to the essence of Ramadan fosters authentic connections and enduring brand loyalty in the hearts of consumers across the MENA region.

By Olfa Messaoudi, Chief Digital and Marketing Officer at L’Oréal Middle East

The worldfamous toy brand wants friends and families to bond in a different way this Ramadan

LEGO took the personal touch to highlight its Ramadan campaign, visiting the Campaign Middle East office to indulge in some brick and team building.

The LEGO MEA General Manager Kristian Imhof met the editorial team, armed with a pile of colourful bricks for a unique interview and play session.

The thinking behind the exercise is that Ramadan is not just about fasting and feasting, it is about community - building ties, bridging gaps, and opening your heart to everyone. But in this day and age, it is hard to even keep up with friends and family, let alone the wider community. Why? Lack of time. There are so many distractions in the modern world that it becomes very important that we rekindle the warmth of human connections especially during this month. LEGO’s ethos is one we definitely believe in.

“The occasion is also highly associated with giving, but we shift focus from giving only material things to giving something even more valuable – our time. Bonding over LEGO play after Iftar is an inclusive activity that can bring unlikely people together with a common goal – to build something together,” it said.

According to the Play Well Report 2022 commissioned by the brand, 89 per cent of parents in the UAE say that LEGO play builds stronger family bonds and 83 per cent of adults in UAE say that LEGO play is a fun activity for the whole family and for friends.

‘‘IT BECOMES VERY IMPORTANT THAT WE REKINDLE THE WARMTH OF HUMAN CONNECTIONS”

A single LEGO brick was extended as an invite to Campaign Middle East, ahead of a light-hearted session and Q&A. The unique approach to outreach reflects the brand’s profound commitment to fostering deeper ties within the community.

Personally delivering these invites made a big impression on the team, and also showcased the power of collective achievement and unity.

Imhof said: “Our aim is to weave a rich tapestry of communal bonds this Ramadan, reinforcing the timeless value of togetherness, creativity, and the joy of building a better world, one brick at a time. In doing so, we not only celebrate the spirit of Ramadan but also highlight the enduring power of play to bridge divides, inspire collaboration, and build a more connected and understanding community.”

The LEGO MEA General Manager answered questions from Campaign Middle East about Adult Fans of Lego (AFOL), movie franchise tie-ins, gaming partnerships and sustainability. Imhof and his team, including Dzila Dik, its Masterbrand Marketing Lead, Marketing MEA, will be visiting a number of offices for the personal-touch ahead of Ramadan.

In December, the toymaker launched a new game called LEGO Fortnite in collaboration with Epic Games. The game is designed for people of all ages and “aims to encourage creativity, experimentation and collaboration through play”.

In a statement, it said that the LEGO Fortnite was the first experience to come from the partnership with Epic Games. It also indicated that they would launch more LEGO-themed games inside Fortnite starting early next year.

When it comes to sustainability, LEGO’s aim is to have all of its packaging to be made from responsibly sourced materials that are either renewable or made from recycled content by the end of 2025.

LEGO’s Kristian Imhof (L) shakes hands with Campaign ME’s Justin Harper

2023 RAMADAN 2023

MBC GROUP PERFORMANCE IN A SNAPSHOT

MBC GROUP TV

15.2M

Individual Reach in KSA (Ipsos, 2023)

35.5B

TV Impressions in KSA (ETAM 2023)

SHAHID

22M Active users

137M Plays

98% Video Attention 97% Video Viewability

SOCIAL MEDIA

10.2B

Impressions

10B

Video Views

138.4M Engagements

RADIO

7.5 M

Avg. daily listeners during Ramadan

4.1M Household Reach in KSA (Panel+, 2023)

TV AD REACH DURING RAMADAN

9M Individuals view 30” ads on top performing shows on MBC1

TIME SPENT DURING RAMADAN

People spend 48% of their active day time on TV, out of which, 44% is spent on MBC Group channels & 61% of that is spent on MBC1.

TOP PERFORMING SHOWS IN RAMADAN 2023

• Tash Al Awda

• Minho Waladna? 2

• Sikat Safar 2

• Studio 23

• Heyakat Wa’d

• Marba Al Ezz

• Wa Akheeran

• Majareeh

• Taghyeer Jaw

• Kizbet Ibril

Navigating Ramadan’s special moments and stories

Brands can create meaningful connections with millions of viewers across MENA, writes MMS’

Richard Addington

When you think of Ramadan, self-reflection, gratitude and giving back come to mind.

But the second thought right after that is watching MBC’s Ramadan shows - and that’s the power of MBC Group’s premium content.

Over the years, gathering around screens with family and friends to watch MBC Group channels has become an essential part of the Ramadan tradition, and for brands, being a part of these special moments is essential.

Last year alone, MBC Group TV channels achieved a 66 per cent household reach and 77 per cent individual reach in KSA during Ramadan. Meanwhile, when it comes to active time spent on TV, people spent 48 per cent of their active daytime on TV, out of which 44 per cent is spent on MBC Group channels, and 61 per cent of that is spent on MBC1.

What’s exciting this year is that the Roshn Saudi League (RSL) - which airs on Saudi Sports Channels (SSC) - is coinciding with Ramadan for the very first time.

As the official advertising representative of SSC, MBC Media Solutions (MMS) will be providing a unique opportunity to reach a new audience segment this Ramadan.

In 2023, when one RSL game coincided with Ramadan, SSC achieved an impressive 93 per cent exclusive viewership, with minor audience overlap of 5 per cent with MBC 1 and just 1 per cent with MBC Drama. By including both MBC Group channels and SSC in the advertising mix during Ramadan, advertisers have the opportunity to reach a largely exclusive audience, thereby substantially increasing their reach.

When it comes to Shahid, the leading Arabic streaming platform recorded 22 million active users and 137 million plays during the month in 2023. Additionally, radio in KSA attracted 7.5 million average daily listeners, who tuned into MBC FM and Panorama FM’s Ramadan shows in 2023. Meanwhile, the group’s social media channels recorded 138.4 billion engagements with Ramadan content.

These numbers are a testimony to the reach of MBC Group’s premium Arabic content, which enables brands to create meaningful connections with the millions watching across MENA. A 30-second TV ad on top-performing content during Ramadan on MBC1 can reach up to nine million viewers.

This premium content goes on to perform well across MBC Group’s diverse ecosystem of media channels, which presents a unique opportunity for brands to reach their target audience across multiple touchpoints, creating a consistent and cohesive brand experience.

This year, an exciting and diverse line-up awaits viewers on MBC1, MBC Drama, and Shahid, featuring stars such as Hoda Hussein, Ibrahim Al-Hajjaj, Ahmed Al Sakka, Taim Hassan, Sulafa Meamar, Nadine Njeim and many more.

MBC Group radio stations Panorama FM and MBC FM also have a Ramadan lineup for listeners, while Al Arabiya news channel presents a documentarystyle show this Ramadan. MBC Group’s high-quality productions offer a unique opportunity for brands to integrate within the story and become an essential part of the narrative.

At MMS, we’ve developed an In-Content Integration (ICI) solution that enables us to digitally insert brands into highly popular shows after production. Last Ramadan, we used ICI to seamlessly integrate a brand into a hit comedy show, which appeared on the show as product placement and outdoor advertising.

As for Shahid, the streaming platform has been expanding its AVOD offering and AdTech solutions, to provide brands with targeted and tailor-made formats that best leverage the platform’s premium Arabic content.

This Ramadan, the majority of Shahid’s Ramadan 2024 content will also be available on AVOD for viewers to enjoy free of charge.

To enable brands to leverage Ramadan content, MMS introduced exciting new ad solutions that are now available on Shahid. Among these new offerings is the Ramadan Timer ad format, which allows brands to sponsor an Iftar and Imsak timer on the platform’s home and show pages for the duration of the Holy Month.

Another solution is the branded collection offering, which enables clients to sponsor curated content on Shahid for a category of titles on the homepage.

The QR code feature was also introduced for hero and pause banners. This new feature directs audiences to brands’ websites or online stores.

These ad solutions enable brands to establish meaningful connections with their audiences across all devices and in a brand-safe environment, ensuring that they engage with viewers throughout their entire viewing experience.

We’ve also enhanced Shahid’s data-driven capabilities and leading video measurement metrics to better fine-tune their ability to unlock audience growth through targeted content and technology.

By embracing these innovative solutions, MMS empowers brands to go beyond traditional advertising to create truly immersive and impactful Ramadan campaigns that achieve their marketing goals during this special time.

By Richard Addington, Agency Partnerships Lead at MMS

Over the last decade and more, Ramadan coincided around the middle of the year, dictating businesses to craft a distinct marketing strategy. This approach involved distributing their marketing efforts across the year mirroring a bell curve budget model: starting with a soft communication in quarter one, then strategically allocating a hefty budget around Ramadan to establish connections and make a significant impact and then sustaining momentum till the end of year. This gave a push for brands to reach their targets and make significant strides towards achieving end-of-year targets.

This time around, Ramadan has dictated a different set of rules. With the holy month falling in quarter one, brands need to revisit their marketing strategy as it represents a crucial building block that will set the tone for the rest of the year. While Ramadan inherently poses as a short-term opportunity by itself, this year it will allow brands to capitalise on the efforts invested during this period, extracting maximum potential that can resonate throughout the year. This, however, requires a strategic approach that is well-planned in advance of this period, particularly as consumers start their hunt up to two weeks earlier.

It is indisputable that during Ramadan, there is a general surge in online consumption, time spent online grows and consumers express eagerness to explore new brands and products during this month. It is a period where brand discovery is at its highest, with consumer taking more time to evaluate their choices.

This signifies a golden opportunity for brands as consumers are willing to share more information and preferences, if it means they get access to additional privileges from brand. Even if consumers don’t end up converting, leaving this trail of information on a brand’s assets is of high worth. There is an opportunity for brands to build on the short-term goal of increasing impact during Ramadan by gathering valuable data and signals to

feed their strategies for the rest of the year.

To execute this effectively, brands must prioritise having the necessary infrastructure set up, with an optimised website and/or app measurement in place. This includes not only having a well-established Customer Relationship Management system but also conducting a thorough audit if one is already in place to ensure the right data is captured. Ideally having customer data platforms ahead of the launch is crucial. The combination of both will ensure a comprehensive ecosystem is in place to gather the right data for future implementation. While third party data holds value, the superiority of first party data is undeniable. Brands should capitalise on their first party data in their long-term data driven strategies as it remains the most invaluable data resource a brand can have access to. Leveraging this data by re-activating it post Ramadan in less active periods will prove its significance worth.

For a successful activation of data driven strategies, segmentations and customisations are key. It involves understanding and analysing audiences’ preferences through their browsing history, time spent, pages viewed and actions taken. The crucial aspect is to reach audiences with the right message at a later stage, aligning with their interests and behaviours. An integral component to achieve

‘‘BRANDS SHOULD CAPITALISE ON THEIR FIRST PARTY DATA IN THEIR LONG-TERM DATA DRIVEN STRATEGIES”

this is the adoption of Artificial Intelligence, which empowers businesses to process vast amounts of data efficiently, gaining insights that enhance the precision of personalised communication and engagement with the audience. Implementing these strategies will not only make your consumers feel valued, as they highly appreciate personalisation, but it will also have a positive impact, building a brand’s equity and elevating the sense of loyalty among consumers.

The implementation of these technologies requires a significant investment. Yet, investing in technology shouldn’t be viewed as a short-term cost for the brand, the return it will gather in the long term will elevate your brand towards an enhanced level of digital maturity and will steer your brand to lead against its competition. This is particularly true during Ramadan, given the heightened online activity of consumers during this period. To be future-ready means proactively embracing innovation and evolving trends to position your brand for long-term success.

Rather than viewing this Ramadan as a fleeting opportunity for immediate sales gains, brands should consider leveraging it as a foundational cornerstone for building a successful and sustained year.

By Rasha Mansour, Head of Strategy & Analytics at LeadGen

The Holy Month is an opportunity for brands to build on the short-term goal of increasing impact, says LeadGen’s Rasha Mansour

Cooking daily remains a challenge for many, especially during Ramadan. MAGGI understands this and is leveraging technology like Amazon’s Alexa to make cooking during Ramadan easier. This innovative approach aligns seamlessly with MAGGI’s commitment to meeting the evolving needs of their audience and enhancing their cooking experience while also fostering a deeper engagement and connection with their brand, especially during Ramadan. Collaborating with Zenith, a Publicis Groupe Middle East agency, MAGGI aims to enrich lives through food.

Campaign Middle East spoke with Jessy Abdulnour: Food MENA – Business Executive Officer, Nestle and Maiada El Shahawy: Food MENA – Senior Digital Communication Manager, Nestle.

HOW HAVE YOU SEEN RAMADAN CHANGE OVER THE PAST 5 YEARS?

Jessy: In the past 5 years, we have witnessed a remarkable transformation in the way Ramadan is experienced, largely influenced by the increasing role of digital technology. From virtual iftars to social media campaigns, technology has become an integral part of Ramadan observance. In response, our brand strategy has evolved to embrace and leverage these digital platforms and establish deeper connections with our audience.

We have implemented targeted social media advertising, interactive methods for recipe sharing and cooking tips, and even virtual cooking tips and classes to engage with consumers in a meaningful way during this holy month. By integrating these digital elements, we have been able to remain relevant, enhance accessibility, and create more personalised experiences for our consumers. This, in turn, has strengthened our brand presence during Ramadan.

HOW DO YOU THINK TECH WILL IMPACT FUTURE RAMADANS AND HOW SHOULD BRANDS REACT?

Maiada: Technology will continue to play a significant role in shaping future Ramadans, with innovations likely to further influence how people observe and celebrate the holy month. In light of this, it is important for brands to anticipate these changes and embrace emerging technologies to enhance the Ramadan experience for consumers. One way to achieve this is by leveraging Augmented Reality to create immersive and interactive experiences that bring the spirit of Ramadan to life. Additionally, developing AI-driven apps for personalised fasting schedules can provide individuals with tailored guidance and support throughout the month. By staying ahead of technological trends and offering innovative solutions, brands can deepen their engagement with consumers and foster meaningful connections during Ramadan and beyond.

MAGGI is big on brand authenticity, explain Nestle’s Jessy Abdulnour and Maiada El Shahawy

IF YOU HAD ONE PIECE OF ADVICE ON HOW TO CONNECT WITH AN AUDIENCE, WHAT WOULD IT BE?

Jessy: Maintain a personal touch. Take the time to understand the needs, values and aspirations of your audience during this busy period. Tailor your message to resonate with them on a deeper level. By forging authentic connections and offering meaningful solutions, you can rise above the noise and create a lasting impact.

Maiada: MAGGI values consumer trust and brand authenticity above all. We use data-driven insights responsibly to enhance our digital communication during Ramadan, ensuring that every interaction resonates authentically with our audience while respecting their privacy and preferences

IN WHAT WAYS WILL VOICE-ACTIVATED ASSISTANTS ENHANCE MAGGI’S RAMADAN RECIPES?

Maiada: Voice-activated assistants like Alexa and visual cues offer exciting opportunities to make MAGGI’s Ramadan recipes more accessible and convenient for consumers. By integrating with these technologies, we anticipate providing hands-free access to recipes and step-by-step cooking instructions. Even personalised recommendations, simplifying the cooking process and enhancing the overall culinary experience during Ramadan.

HOW DOES MAGGI ENSURE THAT ITS DIGITAL COMMUNICATION STRATEGIES RESONATE WITH DIVERSE CULINARY PREFERENCES?

Jessy: MAGGI prioritises personalisation and authenticity in its digital communication strategies during Ramadan by embracing the diverse cultural and culinary preferences of our audience. We achieve this by deeply understanding our consumers through data analytics, allowing us to tailor our content to regional tastes and preferences. We collaborate with local creators/influencers with culinary experts to ensure our recipes and messaging resonate authentically with each community, fostering a deeper connection with our audience during this special time.

Jessy Abdulnour

Maiada El Shahawy

‘‘THE

INTEGRATION OF E-COMMERCE

INTO RAMADAN CAMPAIGNS HAS SEEN A NOTABLE RISE, ESPECIALLY IN THE POST-PANDEMIC ERA”

pivotal for brands aiming to capture the audience’s attention early, ensuring they remain at the forefront of consumers’ minds as the season draws near. Initiating campaigns during this anticipatory period not only taps into the growing consumer interest but also lays a solid foundation for a successful marketing initiative.

As the month of Ramadan unfolds, TikTok becomes a hub of heightened user engagement, with audiences actively participating throughout the day. During this period, users engage with content more often - with TikTok becoming a replacement for their morning coffee and giving them that first serotonin boost, as well as being their source of support and uplifting mood during the day and during the final stretch before Iftar. ‘Prime time’ for marketers is no longer limited to the first hours after Iftar, like it was before, which made the competition for the viewers’ attention incredibly high. It also overloaded them with information and content and generally did not help them to dive into brands’ narratives on a deeper level. Entertainment platforms like TikTok have changed the concept of prime time to a 24/7 presence, as people are using them throughout the course of the whole day.

consistent presence on TikTok, especially when maintained over a prolonged duration, has proven to be effective in building viewer trust and loyalty.

Central to TikTok’s appeal during Ramadan is its ability to foster a sense of community among users. With its assortment of ‘Toks’ - from #FoodTok to #GamerTok, the platform provides a unique avenue for brands to authentically engage with diverse user groups. By offering entertainment, recommendations and opportunities for social interaction, brands can significantly enrich the Ramadan experience, thereby deepening their connection with the audience.

The integration of e-commerce into Ramadan campaigns has seen a notable rise, especially in the post-pandemic era. Brands are increasingly leveraging digital platforms not merely for advertising but also for direct sales, introducing special deals and promotions that align with the festive mood. This trend is complemented by a growing emphasis on sustainability and social responsibility, with brands aligning their Ramadan initiatives with broader social and environmental objectives.

Entertainment platforms have changed the concept of prime time to a 24/7 presence, says TikTok’s Aref Yehia

Ramadan offers brands an unparalleled opportunity to forge meaningful connections with their audience. This period sees TikTok users exploring a wide array of content, mirroring the diverse interests within the community. For brands that keenly understand and harness these dynamics, the potential to amplify their engagement and impact during the holy month is substantial.

The journey towards Ramadan begins well in advance, with users starting to seek out and interact with related content roughly 2-3 weeks before the festivities commence. This pre-Ramadan phase is

This continuous engagement presents a golden opportunity for brands across a spectrum of industries including FMCG, fashion, travel and entertainment to creatively weave their narratives into various moments of the daily user experience. By tailoring their campaigns to both the preparatory activities and the celebratory aspects of Ramadan, brands can fully leverage the platform’s versatility. Forward-thinking brands are broadening their strategies to encompass a variety of amusement options that extend beyond the conventional post-Iftar hours. From intimate social gatherings and exclusive after-hours venues to captivating TV shows, the content is designed to appeal to a broad spectrum of viewers. This evolution towards an ‘entertainment on demand’ model reflects a strategic shift, acknowledging that the desire for engaging content transcends the traditional evening prime time, encouraging brands to deliver captivating experiences at any hour.

However, the Ramadan season is also characterised by intense competition for consumer attention. In this crowded space, brands are urged to distinguish themselves through the creation of versatile and compelling content. A

This Ramadan, if you want to successfully plan your advertising matrix, here are a few tips:

Leverage the entire day for engagement: Move beyond the traditional prime time focus, tailoring advertising to be accessible and engaging at various times. Be consistent: Plan for the whole period of Ramadan, starting 2-3 weeks in advance, to create meaningful storytelling that brings additional value to consumers. Collaborate with creators wisely: The authenticity and relatability of creators are invaluable, as they guide consumers through the festive season with relevant content.

Focus on storytelling: Engage viewers with creative narratives that capture their attention and encourage deeper engagement.

Appreciate the power of communities: Understand and tap into the motivations, communities, and aesthetics that drive purchasing decisions.

Keep consumer behaviours in mind: Base strategies on real consumer behaviours and preferences, ensuring content resonates with the audience’s daily habits.

By Aref Yehia, Head of Business Partnerships for Retail & E-Commerce, Global Business Solutions, MENA, TikTok

The Ramadan advertising marathon spans over 60 days, including the pre-Ramadan buzz and the Eid celebrations that follow. Each phase has its unique consumer behaviour patterns. For instance, the pre-Ramadan period sees a surge in interest for food & groceries as families prepare for the month ahead. This is closely followed by a focus on home decor/furnishing, as people spruce up their homes for the festivities. In recent years, kids fashion has also seen a spike, something we’ve capitalised on at Babyshop, ensuring our campaigns are timely and relevant.

Ramadan today is not what it was a decade ago. The traditions evolve, and so do the consumer expectations from brands during this holy month. Investing in consumer research coupled with ‘listening’ abilities is more critical than ever. Brands that take the time to understand the changing dynamics of Ramadan—from the fasting and the feasting to the spiritual and the social—can create campaigns that not only capture attention but also hearts. It’s about aligning your brand message with what Ramadan means to your consumers today.

DIGITAL DOMINANCE

The last few years have only solidified digital’s reign, with brands finding innovative ways to engage with their audience. From targeted social media campaigns to interactive online content, the digital world offers a playground for marketers. For example, local brands have leveraged AR filters on Instagram to engage users in festive activities, while others have used YouTube series or OTT platforms to share stories that resonate with the spirit of Ramadan. The key is to create content that is not just seen but felt, making your brand a part of the Ramadan experience.

As we navigate the digital landscape of Ramadan advertising, the convergence of creative storytelling, precise data analytics, and authentic influencer partnerships forms the cornerstone of impactful campaigns. These elements not only enhance the resonance of our messages but also ensure they reach the right audience at the right time.

THE POWER OF LONG-FORM STORYTELLING

During Ramadan, the usual rules of content consumption are rewritten. It’s perhaps the only time of the year when audiences are not just willing but eager to engage with long-form content, provided it captures the essence of storytelling. This shift offers brands a unique canvas to paint stories that resonate deeply with the spirit of Ramadan. A prime example of this is Babyshop’s campaign, ‘A World Without Walls’ which invited viewers to see the world through the innocent and unprejudiced eyes of a child.

Babyshop’s Mitin Chakraborty says strategic planning is key for this important period

What made these campaigns stand out is not just their narrative depth but their alignment with the true spirit of Ramadan—kindness, empathy and unity. These stories transcend the conventional, tapping into universal emotions that speak to everyone, regardless of their background. They remind us that at the heart of Ramadan is a call to see beyond our differences and come together in celebration of what makes us human.

Adding to these remarkable narratives, Coca-Cola’s “Dark Ramadan” campaign brilliantly leverages the power of storytelling to foster a sense of community and togetherness. By turning the focus away from its product and towards the shared experiences that define the holy month, Coca-Cola captures the essence of Ramadan. The campaign underscores the importance of gathering, sharing, and reflecting, which are central to the Ramadan experience, making it a standout example of how brands can connect with their audience on a deeper level during this time.

ENHANCING PURCHASE FREQUENCY AND TIMING

Data analytics can significantly enhance the frequency of purchases during Ramadan by analysing shopping basket compositions over several years to predict future purchases. This insight allows brands to tailor their promotions with precision, adding gratification elements where necessary to boost performance. Understanding the timing of when different customer segments make their purchases enables brands to schedule their messages for maximum impact. This strategy, coupled with tactics for cross-selling and upselling, encourages multiple visits and purchases, driving overall sales volume.

DRIVING BRAND KPI’S THROUGH EMOTIONAL STORYTELLING

During Ramadan, when the audience is more receptive to messages of kindness, generosity, and community, influencers can effectively convey your brand’s values and stories, creating a deep emotional connection with their followers. This approach not only

‘‘DURING RAMADAN, THE USUAL RULES OF CONTENT CONSUMPTION ARE REWRITTEN”

enhances brand visibility and engagement but also strengthens brand loyalty and trust, making influencer collaborations a strong strategy for Ramadan campaigns.

Incorporating these refined strategies into your Ramadan marketing efforts can lead to more effective campaigns. By leveraging data analytics for smarter targeting and timing, and embracing the power of influencers for authentic storytelling, brands can achieve a deeper connection with their audience, driving both immediate campaign success and long-term brand loyalty.

Ultimately, the key to Ramadan advertising lies in truly understanding our audience — what moves them, what matters to them, and how they connect with our brand during this holy month.

By Mitin Chakraborty, Head of Brand & Marketing, Babyshop

Finding a fresh creative angle is crucial for Ramadan, says VML Cairo’s Ola Rizk

Ramadan is one of the most popular seasons in the media and entertainment industry. However, the market hasn’t been experiencing pivotal shifts when it comes to communication. Brands sometimes tend to forget factoring in new consumer behaviour, as people’s preferences of how content is packaged changes with time and technology.

When it comes to the Egyptian market; Egyptian celebrities are great - they’re close to every household. Ultimately, brands still use jingles and a line-up of celebrities as a winning formula and it has been the case for years now - even though it was actually discovered through studies that there are higher engagements and rankings in ads that do not use celebrities.

While some Egyptians love seeing celebrities explode from screens, at the end of the day they’re only admired for a very short period of time.

Consumers are shifting to authentic moments and how they relate to those moments from their own lens. Today, brands cannot afford anything but meaningful authenticity; and if you’re even 1 per cent superficial you’re out of the game.

LONG-HAUL RIDE

Knowing Ramadan is the month when consumers spend most of their time online and glued to their TV screens; you cannot afford anything but being ahead of the game.

It takes months to find the golden opportunity to re-shape strategies, and a timeframe of 6 months is usually the case. From clarifying the vision, gathering and analysing data, understanding consumer behaviour and cultural changes to formulating and implementing the strategic development.

Given the foreseen marathon of ads; finding a fresh creative angle is another time- consuming milestone in the process as it’s becoming too easy to get lost in the sea of sameness. Once an angle is cracked, the art of storytelling comes in to build an engaging story and upon completion of the creative development. Then you’re only left with one month to get the ball rolling on execution.

Ramadan in Egypt is the most anticipated ad season. Egyptians are watching TV and on their phones. This is when the Ramadan race begins and the debate of who has the best ad this year becomes the topic of the month.

Ramadan trends over the years are somewhat evolving and digital consumption is on the rise, yet TV viewership remains heavy. Today, it’s crucial to be able to think consumer first, while staying relevant, and ensuring that regardless of heavy advertising across the month, we don’t lose interest, and avoid creative fatigue that leaves our viewers tired of seeing the same ad, over and over again.

Ramadan is just one month, yet the work behind our campaign spans far beyond that - the planning, finding the right insight, finding ways to bring the idea to life and of course, the execution. We didn’t just think of one medium, or one

project, we thought of it all from the smallest detail, to the overarching brand promise we aim to deliver to our people.

This year for Ora Developers, we wanted to bring something different to life, stand out of the clutter by taking on a different angle; an angle that is more authentic without losing what Egyptians love most during Ramadan.

To not get lost in translation, we made sure we stuck to clear objectives, and took it from there; raise awareness on Ora’s offering, educate potential buyers on what Ora has to offer, hammer on credibility, and bringing our brand

‘‘GIVEN THE FORESEEN MARATHON OF ADS... IT’S BECOMING TOO EASY TO GET LOST IN THE SEA OF SAMENESS”

essence to life. Ora is a relatively new developer in the market, and in the span of just 5 years, they have managed to establish their presence in the market, being one of the top 3 developers in Egypt today.

Celebrities have always been a major aspect of our campaigns. And the real estate ad world is complemented by celebrities that endorse luxury living and the dream life - we’ve always had a huge line-up.

We wanted to mix it up – so we’re bringing a surprise element to our Ramadan campaign this year, featuring something we haven’t seen before, and keeping things real. We’re a few weeks away and the anticipation is exciting. Who are we going to see this year? Will it be a song? What celebrities are we featuring, if any? We’re about to find out very soon.

By Ola Rizk, Business Director of VML Cairo

Make every action count.

The reason I start this way is to remind people that whatever fancy brand architecture or photography style we may have in our beautiful guidelines, it’s all absolutely redundant without the often intangible, always unfakeable, brand secret sauce. The magic. The stuff that puts you in the 20 per cent that people care about. And funnily enough, it’s usually stuff that doesn’t come from people with ‘brand’ in their title.

I have always believed that a good portion of Careem’s magic potion has come from a heritage of doing good. Not getting you to work on time. Although, that’s good too. But stepping way beyond the scope of a ride hailing app / super app / everything app, or whatever we call ourselves next. Actually doing good. The blood drives, the relief funds, the support for refugees, the free rides away from fires. The extraordinary commitment to doing the right thing for our communities across the last 12 years.

PLATFORM FOR PURPOSE

Careem’s Tom Sword says the brand has a heritage of doing good

Every two weeks I run an onboarding session for new joiners to Careem. It’s on a Tuesday afternoon, so by the time I get to them they’ve spent the best part of 2 days in back-to-back sessions on IT systems and procurement processes - I guess the People team thought half an hour with the brand guy to look at some inspirational campaigns and pretty pictures could give some light relief. The energy when the first slide of the presentation reads ’80 per cent of brands could disappear overnight and no one would care’ might not have been what they were going for. At least in the IT session they got a Macbook Pro.

When we made our documentary last year, I was lucky enough to hear from some of the people that made these things happen. Two things stood out. One - from the very start Careem has been a company that was built on a strong purpose. Two - almost all of these initiatives were the result of an individual deciding to do something, and then finding they would be supported to do so. There was no real constitution to it. Just good people empowered to do good things.

Just like Careem itself, this got better structured over time, with more organisation to allow the ethos to scale. Between 2018 - 2023 Careem distributed over $4.7 million, channelled through more than 35 non-profit and private sector partners. But, just like so much of the business, Careem’s appetite and ambition to be better than ever is about to turbo charge our ability to do the right thing.

RIGHT CLICK

On the first day of Ramadan, Careem will launch Right Click - a new venture leveraging the technology of the everything app to do good at scale. It will invite customers to discover more ways in which they can connect with our community, bringing them closer to meaningful causes, and offering up simple ways to change lives.

Crucially, the platform will raise the bar on transparency, not just with a greater upfront detail on how contributions will correlate to on ground impact, but also reporting on how donations have made a difference over time.

The new Right Click brand has been developed by our in-house agency, The Creative Studio. The name is designed to symbolise the literal call to take a physical action - a first step of discovery to unlock an idea.

The visual language is built on a concept of ‘pixels for purpose’, winking at our heritage in the tech space, but bringing a modern interpretation of pixels as building blocks for action. The pixel language crosses both the logo, with pixels literally dotting the i’s, and the overall visual system, with pixels forming the icons of the brand pillars, as well as a grid system where they highlight opportunity for action.

RIGHT TIME

As a local brand, the first day of Ramadan holds unparalleled importance for Careem. The company was founded on this day 12 years ago, and has formed a rich heritage of positive action throughout the Holy Month every year. Right Click will unite an evolved donations feature with the usual opportunities to do good across our services, embracing the philosophy of the everything app, to offer a holistic opportunity for change.

By Tom Sword, Senior Director of Brand at Careem

Ramadan and the Super Bowl are two cultural phenomena that capture the attention of millions worldwide, albeit in vastly different ways. While the Super Bowl is a one-night extravaganza of football, entertainment, and a variety of commercials that have all different types of budgets, Ramadan is a month-long period of fasting, prayer, and reflection observed by Muslims worldwide. Despite their differences, both events share similarities in terms of their cultural significance, marketing impact and the role of influencers.

In the world of marketing, Ramadan is often referred to as the Super Bowl of the Middle East. Just as the Super Bowl is the biggest sporting event in the United States, Ramadan is the biggest season of the year for brands in the Middle East and Muslim-majority countries, when brands spend their largest amount on any individual campaign and expect the highest returns as well. During Ramadan, consumer spending spikes as well, as people prepare for Iftar outings and gatherings, Suhoors and Eid celebrations, making it a prime opportunity for brands to increase sales and brand visibility during these key moments.

One of the key strategies for brands during Ramadan is leveraging influencers of different sizes, ranging from micro to mega and even celebrities. Influencers play a vital role in reaching and engaging with audiences, especially during this time when communities are actively seeking content that resonates with the spirit of the season. Collaborating with influencers who have a strong presence and influence within Saudi communities can help brands create authentic and meaningful connections with their audience, especially when the influencer selection is done strategically through a well-set criteria allowing brands to find the perfect fit for their Ramadan campaigns.

Furthermore, brands need to understand the significance of Ramadan as the biggest season of the year for marketing and advertising, and as a result for influencers too. During this time, consumer spending increases significantly, presenting a lucrative opportunity for brands to boost sales and enhance brand visibility. However, with increased spending comes increased competition, as most brands, if not all within multiple categories from food to fashion, ramp up their marketing spend. Brands must be prepared to navigate a crowded market and ensure that their messaging stands out amidst the noise.

To make an impact during Ramadan, brands need to develop a series of content that is both engaging and relevant to their audience, simply having one piece of content, regardless of the budget spent, will be easily forgotten and lost among the countless pieces of content by competitors competing for your customers’ limited attention. This could include storytelling campaigns that highlight the values of Ramadan, such as

compassion, generosity and community. Brands can also create interactive content that encourages audience participation, such as polls, quizzes and challenges, to drive engagement and foster a sense of belonging.

In addition to developing compelling content, brands should also consider the platform they use to distribute their message. Longer content formats, such as videos on YouTube and story series on Snapchat, are particularly effective during Ramadan, as they allow brands to tell more immersive stories and connect with their audience on a deeper level. TikTok is also starting to push more long-form content on its platform, which can come

‘‘CONSUMER SPENDING INCREASES SIGNIFICANTLY, PRESENTING A LUCRATIVE OPPORTUNITY FOR BRANDS”

into full effect this Ramadan. These platforms also offer opportunities for brands to incorporate interactive elements, such as shoppable ads and augmented reality filters, to enhance the overall user experience. Influencer takeovers can also offer brands an opportunity to speak to their audience on a more personal level, ultimately increasing engagement.

However, creating longer content formats is not enough. Brands must also ensure that their content is relevant to their audience. This means understanding the cultural nuances of Ramadan and creating content that is sensitive to the religious and social context of the season. Brands that take the time to understand their audience and tailor their messaging accordingly are more likely to resonate with their audience and drive meaningful engagement. Brands that come off tone deaf or insensitive during Ramadan will face a negative impact on their image and sales.

The ‘Super Bowl of the region’ is a big season of the year for brands, writes Starfish’s Afnan Abdulrahim Alsharif

Ramadan represents a significant opportunity for brands to connect with a diverse and engaged audience. By leveraging influencers, developing a series of compelling content, and focusing on longer content formats on platforms such as YouTube and Snapchat, brands can stand out during this competitive season. However, it is essential for brands to remain relevant and sensitive to the cultural context of Ramadan to ensure that their message resonates with their audience.

By Afnan Abdulrahim Alsharif, Influencer Marketing Manager at Starfish

NAVIGATING THE DATA-DRIVEN ERA:

PERSONALISED CUSTOMER JOURNEYS BEYOND COOKIES

The transition to a cookieless world is a transformative moment for marketing, says Merkle MENA’s Omar Khan

As the digital marketing landscape undergoes a significant shift with the phase-out of third-party cookies, marketers will be faced with the challenge of rethinking their data strategies and customer acquisition. This change marks a significant move away from the traditional reliance on third-party data towards a more direct and privacy focused approach. The crux of this transition lies in harnessing first-party data, which can be gathered through various means such as user registrations, surveys and direct customer interactions within apps and on websites plus the huge amount of data coming from IOT devices with image recognition and sentiment analysis. This data is invaluable, offering nuanced insights into customer preferences, behaviours and motivations. It enables marketers to tailor their strategies to individual needs, leading to more effective and personalised marketing efforts.

CONTEXTUAL MARKETING IN A COOKIELESS WORLD

In parallel to this shift, there’s an increasing focus on contextual marketing. With the absence of third-party cookies, understanding the context in which customers interact with brands becomes crucial. Analysing patterns in content consumption, social media activity and current market trends is essential in creating marketing messages that resonate with relevance and timeliness. This approach not only ensures the delivery of appropriate content but also enhances the customer’s experience by providing them with information and offers that are aligned with their current interests and needs.

ETHICAL DATA PRACTICES

Another key aspect of this is the heightened emphasis on privacy and data protection. With consumers

‘‘THE USE OF THESE TECHNOLOGIES CAN LEAD TO MORE ACCURATE AND TIMELY DECISIONMAKING”

preferences. This predictive capability allows for the delivery of personalised recommendations and solutions, enhancing the customer experience and potentially increasing customer loyalty and value.

becoming more aware and concerned about how their data is used, transparency in data collection and usage practices is essential. Marketers must adopt ethical data handling practices, ensuring clear communication with customers about how their data is being used and giving them control over their personal information. This not only helps in complying with evolving data protection regulations but also builds trust, which is fundamental in establishing and maintaining long-term customer relationships.

CXM AT THE FOREFRONT

The changing landscape of digital marketing calls for a renewed focus on Customer Experience Management (CXM). CXM is about creating a seamless, integrated journey for the customer across various channels and touchpoints. It’s about understanding the customer’s journey from the initial awareness stage right through to post-purchase engagement and leveraging this understanding to create personalised interactions. Advanced data analytics and artificial intelligence are at the heart of this approach. These technologies enable marketers to process vast amounts of data, gaining insights that help in anticipating customer needs and

In addition to advanced analytics, the integration of emerging technologies is playing a pivotal role in reshaping customer engagement strategies. Technologies such as AI, virtual and augmented reality, and voice assistants are opening new avenues for customer interaction. For instance, AI can be used for personalising content, automating customer service interactions and providing predictive analytics. Virtual and augmented reality offer immersive experiences, allowing customers to engage with products or services in a more interactive and lifelike manner. Voice assistants are making customer interactions more convenient and accessible, allowing for hands-free communication and enhancing customer service.

THE POWER OF AUTOMATION AND ENHANCED ANALYTICS

These technologies not only provide

innovative ways to engage with customers but also offer efficiency in marketing operations. Automation and AI-driven tools can handle repetitive tasks, freeing up human resources to focus on more strategic and creative aspects of marketing. Moreover, the use of these technologies can lead to more accurate and timely decisionmaking, as they provide real-time data and insights. The transition to a cookieless world is a transformative moment for the field of marketing. It presents challenges but also immense opportunities for innovation and growth. By embracing new data strategies, prioritising customer privacy, and exploring the potential of emerging technologies, marketers can navigate this new landscape successfully. The key is to focus on building a comprehensive understanding of customers, creating personalised experiences that meet their evolving needs, and staying adaptable in the face of technological advancements. As we move forward, the ability to adapt and innovate will be crucial in defining success in the ever-evolving world of digital marketing.

Omar Khan, Head of Data & Analytics, Merkle MENA

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THE POWER OF DATA MATURITY IN MARKETING

Understanding data is the key to growth and resilience, states MMA’s Melis Ertem

Adecade ago, McKinsey Global Institute called Big Data “The next frontier for innovation, competition and productivity”. Since then, the role of data in business has evolved; elevating decision-making, deepening customer understanding and enhancing operational efficiency.

Data maturity is a vital measurement for business. It gauges how advanced a company is at analysing statistical information. With that, comes a sliding scale of adoption; from industry to industry, business to business and department to department. A high level of data maturity signifies a deep integration with data playing a part in every organisational decision.

Organisations with a high level of data maturing report increased revenue, efficiency and supercharged growth.

It’s clear that in a world of analytics, understanding data is the key to growth and resilience but what does big data mean for marketers? What are the benefits for marketing teams? And what are the challenges that marketers are facing?

THE POWER OF DATA FOR ROI, MEASUREMENT AND ATTRIBUTION

Simply put, by leveraging organisational data, marketers can make more effective decisions, quicker. Key benefits include improving customer engagement, building brand awareness, improving pricing decisions and ultimately optimising company performance.

Insights from the latest UAE Data Maturity Map from the Mobile Marketing Association (MMA) showed that companies across the UAE are experiencing increased marketing productivity by leveraging in house data sets. Over 50 per cent of organisations who contributed to the UAE Data Maturity Map reported seeing ‘a lift in marketing productivity by leveraging data’. Of that, 29 per cent saw a ‘high lift’ in marketing efficiency from leveraging consumer data in marketing initiatives compared to the expectations of the organisation.

A data-driven approach not only streamlines decision-making processes but also fosters a more personalised and responsive relationship between brands and customers. In essence, harnessing a data-driven approach does deliver ROI.

The benefits to gaining data maturity are clear but the reality is that many organisations struggle to understand and manage their data.

THE DATA CHALLENGES FACING MARKETERS

On a practical level, one of the biggest barriers for marketers is handling organisational data; navigating data silos, inconsistent data quality and legal requirements. Silos prevent crossfunctional collaboration and hinder access to valuable insights, while poor data quality undermines the reliability of analyses and decision-making. The process is not always straight-forward, as demonstrated by nearly one-quarter of UAE Data Maturity Map respondents lacking the tools to measure marketing data efficiency.

Melis Ertem, Managing Director Turkey & MEA at MMA Global said: “Marketers still face challenges in accessing and using data effectively. There’s a noticeable focus on building first-party data, showing an increased awareness of its value. However, progress in integrating data can be slow, making it difficult to centralise and share data across the organisation.”

On a cultural level, transitioning to a data-first approach to every level of an organisation demands dedicated leadership. Effective leaders recognise the transformative potential of data and actively promote its use as a strategic asset to drive organisational success.

SETTING UP FOR SUCCESS

In order to leverage the power of data, marketers must invest; invest in themselves and invest in supporting tools. The MMA’s UAE Data Maturity Map identified employee training as a ‘key area for focus and significant improvement’ with 59 per cent seeing existing training as minimal, inconsistent and outdated, and 17 per cent receiving no training at all.

When it comes to investing in martech, 38 per cent of businesses in the UAE Data Maturity Map have already invested in first-class marketing technology and around 50 per cent are actively acquiring tools. On a regional level, according to 2023 International Data Corporation (IDC) research, 43 per cent of UAE organisations consider big data and

analytics among the emerging technologies they plan to significantly increase investments in 2024.

THE POWER OF DATA MATURITY

Achieving data maturity is a transformative

journey for marketers, requiring the strategic navigation of challenges, adoption of advanced technologies and cultivation of a data-driven organisational culture.

On a practical level, by breaking down data silos marketers can gain a comprehensive understanding of their audience, enabling informed decision-making and competitive advantage. Embracing predictive analytics and machine learning facilitates actionable insights, optimising marketing strategies and resource allocation.

However, true data maturity extends beyond technology. It requires a cultural shift towards prioritising data-driven decision-making across all levels of the organisation. Through this holistic approach, marketers can harness the full potential of data to drive organisational growth and innovation.

By Melis Ertem, Managing Director at MMA

DATA AND INSIGHTS MORE

IMPORTANT THAN EVER

The past year brought a variety of head-turning marcoms campaigns, including AI-driven animations of spaceships flying out of Emirates Towers and a futurist city at The Line in Neom, as well as spectacular launches of the Royal Atlantis and the growing clout of LIV on the professional golf circuit.

Billions are being spent on advertising, public relations, social, and digital campaigns promoting these mega projects across the booming economies of the GCC. It’s hard for even a casual observer not to notice how much is being invested.

The big question is: are any of these campaigns working?

We all know that lots of likes and shares create visibility and ‘engagement noise’ – but do they actually lead to more sales, higher revenue, and a better reputation?

The answer is maybe. Sometimes they

There is no excuse for not utilising them to inform your marketing and communications decisions, says CARMA’s Mazen Nahawi

do, sometimes they do not.

We know that without data and insights, any investment in marketing communications becomes a guessing game run by amateurs who care more about the colours of a creative than the impact of the value proposition.

Long past are the days of relying purely on gut instinct and spending on campaigns just because that’s what has always been done. Everyone on the client side, from governments and corporations to NGOs and sports organisations, must demand a clear 360-degree data approach from your internal teams as well as your agencies.

More data is available now than ever before, and there is no excuse for not utilising it to inform your marketing and communications decisions. The explosion of AI makes collating, summarising, and analysing this wealth of data increasingly more manageable.

The right approach must include the fundamentals of good research, including strong and credible precampaign planning that identifies key stakeholders, issues, opportunities and threats. It is also important to test strategic messaging and platform relevance before getting started.

Pre-campaign research does not mean doing a quick Google search of general trends. Desktop research is not acceptable – on its own – when it comes to getting the data and insights you need before investing in a communications effort.

Measuring your outputs (what activity you do, where it lands, and how many people view your content) as well as your outtakes (what people think and feel about your content or brand) provides critical data and insights into who you are reaching and whether they believe your messages.

Opportunities and resources will be wasted by launching a campaign without the information needed to refine your strategy or discontinue ineffective approaches. Unfortunately, many communicators and marketers overlook this crucial step.

Outputs and outtakes represent important metrics for the marketing communications team itself as it manages the day-to-day of a campaign, but the true measure of success comes from tracking outcomes – the business impact of your marcoms activity. CEOs, government ministers, and leaders of all types stopped accepting vanity metrics like advertising value equivalency (AVEs) years ago. They have made clear that they won’t listen to even more ridiculous metrics like ‘Potential Reach’ and ‘Impressions.’

Real leaders demand to see a clear link between marketing communications and business results. This requires doing the hard work of combining media analysis and public opinion research. It may not be easy, but professional researchers and analysts do this for a living and the best of them are increasingly advising the C-level as much as any other business consultant.

Successful campaigns are built on a foundation of a shared understanding of the desired outcomes – and agreement on how to measure them – before the first bit of creative energy gets expended. Marketers, communicators, and other leaders in the business must work from an agreed set of expectations from the beginning to keep campaigns on track and producing excellent results.

Proper systems must be put in place to facilitate the gathering and analysis of the data required to produce actionable insights. The time to do this is before the campaign debuts to the public and requires close coordination between the expert analysts, the creative teams, and the C-suite.

‘‘OUTPUTS AND OUTTAKES REPRESENT IMPORTANT METRICS FOR MARKETING COMMS TEAMS”

Executives rightly focus on ROI and demand accountability from their marketing communications and advertising teams. Those agencies and internal teams that can prove positive ROI using real data will benefit from increased investment, while those that don’t will be left behind.

As we head into an overheating economy in the GCC and a potential global slowdown next year, one thing is certain: competition will become even more fierce. The winners will guide their campaigns with great data – and use insights to prove that they made a difference to the bottom line.

By Mazen Nahawi, Founder & Group CEO of CARMA

Forget the days of bombarding a faceless target audience with generic messages. Today’s customers, like intricate archipelagos, harbour unique desires and motivations scattered across their digital footprint. To navigate this dynamic landscape effectively, we need more than a bullhorn – we need the whispered insights of intent marketing and the guiding light of data intelligence.

Imagine Netflix before House of Cards. They meticulously listened to their viewers, catching whispers of political intrigue and Kevin Spacey’s captivating charm swirling in the digital wind. Armed with this intent data, they charted a course, crafting a show that mirrored these desires. House of Cards wasn’t just a hit; it was a revolution built on understanding the why behind the what

UNDERSTANDING THE WHY FOR TRUE LOYALTY

Forget the crude charades of mass marketing. In this era of hyperpersonalisation, understanding why a customer chooses your brand is the difference between charting a course to loyalty and drifting towards irrelevance.

This is where the dynamic duo of intent marketing and data intelligence enters the scene. Intent marketing equips you with a sonar, pinging the digital depths to identify customers actively searching for solutions your brand offers. It’s like eavesdropping on a whispered desire, catching the “I want” before it even morphs into an “I need”.

But intent is just the first clue. To truly understand the customer’s internal compass, we need data intelligence – the modern-day cartographer of the mind. This isn’t just about cold, hard numbers; it’s about weaving a tapestry of insights from countless sources – website clicks, social media trails, and even seemingly innocuous browsing patterns. All fuse into a portrait of the customer’s desires, anxieties and aspirations.

THE POWER OF DATA-DRIVEN PERSONALISATION

Remember the days of generic radio playlists? Today, data intelligence weaves symphony-like experiences, unique to each listener. We hum along, click through genres, and scroll playlists –these seemingly random actions paint a portrait of our musical souls. Spotify, the maestro of this data art, crafts ‘Discover Weekly’ playlists filled with unexpected connections, artists you didn’t know you loved, waiting to be discovered. This hyper-personalisation isn’t just clever; its loyalty is forged in the fires of understanding.

Now imagine applying this magic to your brand. A father researching his child’s first bike receives a targeted ad for a safety helmet based on his online

browsing history. Or a professional contemplating a career change finds a personalised email offering a free skills assessment from your training programme. These aren’t random shots in the dark; they’re precision-guided missiles, fueled by the intelligence gleaned from the customer’s digital footprint.

RESHAPING YOUR BUSINESS WITH DATA-DRIVEN INSIGHTS

Data intelligence isn’t just about tailoring messages; it’s about reshaping your entire business. Imagine optimising product development based on real-time customer sentiment gleaned from social

HOW INTENT MARKETING AND SMART DATA GUIDE THE CUSTOMER JOURNEY

recalibrating to keep you on course. Real-time insights allow you to adapt your campaigns, refine your message, and even pivot your entire strategy mid-voyage.

Remember, data intelligence isn’t a crystal ball. It doesn’t predict the future, but it illuminates the present with extraordinary clarity. By understanding the why behind the what, you equip yourself to not just meet customers’ needs

FUSE Integrated’s Abdulelah Al -Nahari argues that data intelligence is more than just a map

media. Picture predicting and preventing loss by identifying at-risk customers before they sail away. It’s like having a weather prophet onboard, whispering warnings of turbulent times and guiding you towards calmer waters.

NAVIGATING THE DYNAMIC SEAS:

REAL-TIME ADAPTATION AND INSIGHTS

Of course, no chart guarantees a smooth journey. The ocean of customer behaviour is dynamic, its currents constantly shifting. This is where data intelligence becomes more than just a map; it transforms into a compass, constantly

‘‘THE OCEAN OF CUSTOMER BEHAVIOUR IS DYNAMIC, ITS CURRENTS CONSTANTLY SHIFTING”

but to anticipate them, exceed them, and forge bonds of loyalty that weather any storm.

So, raise the sails of intent marketing, chart your course with data intelligence, and embark on a voyage not just towards career growth but towards a deeper understanding of the human heart. In this intricate labyrinth of wants and desires, it’s not just about reaching the destination; it’s about navigating the journey with empathy, insight and a touch of digital magic.

By Abdulelah Al -Nahari, Partner – Business Director at FUSE Integrated.

GETTING IT RIGHT THE FIRST TIME

Annalect MENA’s Dr Hoda Daou explains how AI is helping creative

decision-making and boosting campaign performance

Picture this: a UAE hospitality giant skyrocketed their Return on Ad Spend (ROAS) by 30 per cent on Meta, simply by flaunting their brand elements in the first 3 seconds of their ads. Meanwhile, a major fast-food chain slashed their costs per lead by 34 per cent on the same platform, just by ramping up the food products in their display banners. These success stories aren’t about dictating what to do with creatives but rather guiding on how to optimise assets, pushing creative quality scores from a decent 60 per cent to a stellar 90 per cent. AI in creative analytics isn’t just about making assets; it’s about making assets that drive the bottom line with game-changing tweaks.

The creative quality of an ad, its actual impact and therefore value, has long been a challenge for advertising professionals and their clients. Despite being a critical factor in the performance and success of a campaign, measuring and improving creative quality has traditionally relied on subjective judgments and gut feeling rather than hard and objective metrics. So how is it that some advertisers increase the CTR of their ads by up to 40 per cent by adding a specific word in their copy? Well, they had

a little help not from a shrewd copywriter but a trained AI.

In recent years, AI has emerged as a powerful tool for measuring and improving creative quality. AI-powered creative quality measurement tools can help brands to understand their target audience and their preferences, identify the creative elements that are most likely to resonate with this audience and test different designs to optimise campaigns before serving them.

Isolating the elements of ad creatives and their impact on conversion, AI reveals and highlights ways to improve the performance of an advertisement. For a telco, the magic word was speed, for a hospitality group, it was staycation, but AI discerns all manners of improvements, like including or removing individuals, changing colours, or the position of an element.

These systems work by analysing large amounts of historical campaign data from digital platforms, which is then used to train AI models so that they understand the relationship between creative elements and performance. These AI models can be used to score creative assets and predict their performance. This information can then be

used by brands to select the most promising combination of elements within creative assets for their campaigns, like word themes and specific human profiles, and optimise their creative strategies. By quantifying the impact of creative elements on the engagement of our audience and identifying the main drivers of performance, AI increases efficiency and reduces costs.

To be really helpful, a system also needs to be localised to the region and process Arabic language and Arabic ad copies contextually with an accuracy that exceeds 90 per cent. We helped a large Arabic telecommunication brand decrease its cost per impression by 80 per cent by using the word speed in Arabic in ad copies for a stronger product offering on 5G.

Far from being a threat to creative folks, AI actually facilitates experimentation and testing, supercharging innovation in creative design. AI has been used to empower an offline A/B tester that predicts the performance of ads before they are launched on platforms. This enables advertisers to fine-tune their content and explore unconventional approaches, fostering creativity and differentiation in a crowded advertising landscape.

Another exciting dimension is creative quality measurement. As AI tools become more sophisticated and more data becomes available, brands and media companies will be able to use AI to even greater effect to improve their creative quality and campaign performance.

For example, AI will be used to develop more personalised creative measurement solutions that take into account individual users’ preferences and behaviours. Building on past users’ behaviour, AI will predict the optimal messaging to deliver to each audience segment in each market. The technology will be used to integrate creative development and measurement more closely, enabling brands to create and test creative assets in real time. Eventually, AI will measure the effectiveness of creative assets across different channels, such as TV, digital and social media. We will finally have a real chance to get it right the first time, optimising the three seconds that brands have to capture consumers’ attention.

By Dr Hoda Daou, general manager of Annalect MENA

YOUR GAMER UFCOBSESSED DARK ACADEMIA

GRANDMA BREAKS ALL DEMOGRAPHICS

Imagination’s Junior González humorously explains how people are not just one thing

Age 18 to 25. No kids. Mid to highincome level. They are the ‘adventurous shoppers’. Age 25 to 38. Millennials with 2.4 kids. High to very high-income level. They are the ‘glam-blitz spenders’. The list goes on.

We are so used to this type of demographic labelling and audience segmentation, that we rarely stop to ask - is it still useful? Imagine you are doing customer research on a family-oriented venue exploring customer habits - what they order, when they order it, and how they behave. Now picture a family of four - mum, dad, older kid and younger kid. In the context of this scenario, the mum is ‘just’ the mum. The things that she does are categorised as ‘mum-like behaviours’. We segment this audience type with a fancy, catchy title, like ‘do-it-all mums’ or ‘power mothers’.

But people are not just one thing because it is convenient and manageable for our decks and reports to say so. Customers are as multi-dimensional as, well, anyone. The mum could go to the venue as an ‘executive entrepreneur’ type, that is there to close a deal or as a ‘high-income friend group’ when she is having dinner with her friends. The

point is - we keep trying to pigeonhole our customers into one category because it’s a nice, clean way to organise people and behaviours, but research shows that we are anything but.

Here are three useful tactics you can use to avoid falling into the trap of the ‘perfect’ audience segmentation:

Recognise that you will not get a full 100 per cent spread

Instead of expecting a ‘perfect’ segmentation - try to create the biggest groups you can, with the widest spread possible, and aim to target a ‘majority’ of potential audiences. You will rarely capture the full scope - there are too many outliers and fringe cases to make this feasible, most of the time.

Try to frame it in a way that has a higher degree of certainty to capture ‘most’, than a lower degree of certainty to capture ‘all’. Segment groups based on common behaviours, not just age, but on common fears and desires, not just income but personality traits, and not just their backgrounds.

Start with one persona and expand on motivations

Think of the lifecycle of the experience for the same user in different contexts.

In the same way that you may not talk the same with your parents, with your friends, or with your colleagues - we find that creating a persona that can jump from segment to segment, with different motivations, incentives and fears, is extremely useful.

We are creating a character that we can add some real depth to, rather than four or five that never go beyond one stock image and a fake name.

Doing this allows us to think about the many dimensions a campaign can take; a retail journey can become a playdate for the kids, a life-saver in the middle of a busy corporate week, or a very special memory every once in a while.

It’s easier to get invested in a persona that feels real and goes through a journey, than on a catchy audience segment title that gets archived alongside dozens of others.

Focus on emotions over demographic data

We love data as much as the next agency. It has been an absolute game changer in terms of measuring, metrics and reporting. However - when creating memorable, award-winning, and yes, profitable experiences - we have to rely on something way stronger - emotions (coupled with data, of course).

Knowing what every molecule in someone’s finger is composed of will not tell you if they are going to tap ‘buy’. But if the consumer is visibly emotional, talking about how great the experience they went through was, is a pretty good indicator that they will tap ‘buy’.

Of course - we never know with full certainty what a customer will or will not do. That’s part of the challenge. We hypothesise that focusing on an emotional journey, rather than a purely fact-driven one, will get you closer to the outcome you want.

‘‘FOCUSING ON AN EMOTIONAL JOURNEY, RATHER THAN A PURELY FACT-DRIVEN ONE, WILL GET YOU CLOSER TO THE OUTCOME YOU WANT”

At Imagination, we are big on creating the future. We aim to reinvent ourselves and keep our thinking fresh and cutting-edge. This comes with a duty to recognise when something is useful and when it’s not. We see audience segmentation as a tremendously important tool in our wheelhouse - when wielded properly.

And that comes with the recognition that maybe your grandma is not only a grandma, but a gamer, and a UFC fanatic, and a fashionista with a flair for dark academia, and a big, exciting et cetera that makes her, and every single one of us, the complicated beings we tirelessly aim to surprise and delight.

By Junior González, Senior Strategist for Imagination in the Middle East

By Amr Ali, Head of Media and Portfolio Planning at Amazon MENA

THE FORMULA FOR A SUCCESSFUL BRANDING CAMPAIGN STRATEGY

Amr Ali’s Amazon MENA explains the core tenets for any integrated media strategy

An integrated marketing strategy is critical for establishing the identity of any brand and how customers perceive it. What your brand stands for in terms of values and offering is the entry point for building a loyal customer base that will keep coming back for more. It is paramount to understand your brand’s position within its competitive landscape, your brand’s value proposition and attributes, and of course, your target audiences. These core inputs will help construct the mental model necessary for a Go-To-Market strategy.

BRAND HEALTH

Brand health studies and surveys are a good place to start deep diving into your brand scores. Analysing these data points and benchmarking your brand among both exposed and non-exposed groups to your competition will draw the bigger picture for you. TOMA (Top of Mind Awareness), unaided awareness, consideration, perceptions scores, along with other metrics, will give you a good idea as to where your brand is over/under indexing, which should guide the overall brand objectives and communication thinking. The findings from these studies will reveal your brand’s awareness levels, what customers think about your brand and what they know about its offering. The results should guide your communication framework on what to say and how to say it. It is also very important to run benchmarking competitive SOE/SOV in category (Share of Expenditures/Share of Voice) to study your competition. What are they saying? Which media channels are they using? How are they spending their dollars? What’s their reach and share of voice across their media channels?. This will further confirm/disconfirm your beliefs to further guide your playbooks.

COMMUNICATION AND MESSAGING CONSTRUCTS

deliver your core message and branding in the first 3 seconds. Before going to production, make sure to run your storyboards and concepts by focus groups, as well as your PR team and legal advisors.

Customers nowadays are very woke and accidently committing brand suicide is a real danger.

Build the correct messaging hierarchy and flow for legibility, and stay consistent with you branding for ease of brand recognition and association. Apply brand guidelines, ensuring fixed logo placement, and exclusive use of brand fonts and colours.

INTEGRATED MEDIA STRATEGY

The core tenets for any integrated media strategy include:

Identifying the right audience pool and its size will determine whether your media targeting approach should be broad or segmented. Understand your customer nuances, go deep and granular to drive greater impact and win attention.

Build your integrated reach curve and frequency with a multimedia reach optimiser. It is important to understand your reach decay (diminishing points) and effective frequency across platforms (traditional and digital) versus your audience size and segments. This will also guide your sub-channel selection and reach penetration by platform.

Prioritise your media channels selection backwards from your main reach builders, and supplement with channels that bring incremental reach beyond the traditional selection. Build a journey/funnel that aligns with your customer behaviour. Think about how you will serve your brand message through-out a day of a customer. Think multiplicity and/or duplicity of messaging.

“Build attentiongrabbing storyboards fitfor-format for a very short attention span”

Building communication constructs, adaptable creative templates and leveraging consistent set of messages with consistent tone-of-voice is crucial for any successful branding campaign. The recipe is straightforward;

Build simple core messages capable of longevity. This should be driven by your brand health insights and should be developed for a multimedia channel approach. If there is one takeaway you want to leave your customer with, what is it? A single-minded message always wins. Think of your favourite brands, and what they’re telling you.

Build attention-grabbing storyboards fit-forformat for a very short attention span. For videos,

Choose your ad formats backwards from your brand funnel and objectives. Impact media will help you drive big reach and quick awareness for your brand (TV integration, OOH hoardings, digital mastheads/max reach formats, broadcast sponsorships). Reach and frequency formats will help you drive awareness, salience and consideration through optimal ad serving frequencies.

This is just a playbook that covers only the fundamentals of building a brand strategy and is not a one-size-fits all. Each brand is unique with its lifecycle and customers. Do your due diligence. Measuring, tracking performance and optimising are key elements in developing a successful long-term plot. Keep tweaking your strategy based on your learnings. At the end, your plan needs to be dynamic and adaptable.

Saudi focus

Beeko and Kaswara’s tips for aspiring YouTube creators

YouTube vlogger Beeko sat down with the ‘Godfather of social media’ in Saudi Arabia, U-Turn Entertainment’s Kaswara Al Khatib

The creator economy in Saudi Arabia is truly unique. KSA was one of the first countries to dive full force into content creation, using YouTube as a platform to share Saudi voices with the world. Fast forward to today and YouTube shows have made it to the Red Sea Film Festival and content creation has become a key part of Saudi Arabia’s Vision 2030.

In the first episode of the new season of Hekayat YouTube, YouTube vlogger, Beeko, sat down with the ‘Godfather of social media’, U-Turn Entertainment’s founder and CEO Kaswara Al Khatib to discuss the creator economy in Saudi Arabia and to share tips for those keen on getting started.

Here’s what they recommend:

A hunger to learn is integral to succeeding as content creators

Imagine watching 1,000 pieces of content? This is what one YouTuber did to optimise their channel. While passion is great, it’s important to

be more resilient in the face of negative comments or criticism. What’s important is to keep going - when you fail, it’s an opportunity to learn.

learn and to research specific niches because more people come to YouTube for special interest topics. This will help you stand out and find your audience.

Build a relationship with your audience to harness the power of community Kaswara says that when Hatoon Al Qadi, the pioneer female YouTube creator in Saudi Arabia, faced backlash and criticism for being a woman on YouTube, she thought about quitting. But then she persevered and built a stronger relationship with her audience. Her fans were the ones helping to drive her forward and shutting down negative remarks.

You can’t please everybody - stay authentic Sharing your story with the world on open platforms means that your content may not resonate with everyone. Beeko says it’s integral that more content creators learn to do the inner work and prepare themselves to

Don’t rush: Believe in your content and growth will follow

Beeko’s top tip is to avoid overthinking. She spoke about how she was hesitant to publish any episodes at the start because she was worried how people would react. But once she got into a rhythm and started publishing regularly, without focusing on the number of views, her channel grew and she had a wider audience.

Beeko and Kaswara also talked about how international companies can support content creators. They felt that while there are many existing programmes, more can be done, especially when it comes to streaming. Production of large scale global projects like movies or series in the Kingdom is still limited. However, KSA has invested a lot in creating studios and facilities for these productions, providing an opportunity for global and regional streaming companies that can support the wider creator economy.

What makes Saudi content creators unique?

The pair also discussed digital media. Because Saudi content creators jumped straight into digital content and didn’t have much experience with long-form content like movies or series, it made it easier to produce digital friendly content which often had production guidelines that weren’t aligned with traditional long-form content.

people to learn more about the Kingdom and its people. It’s also why when U-Turn first started it had a slogan “exporting culture through entertainment”. Entertainment was an opportunity for people to learn about Saudi Arabia through content they love on YouTube.

Passion and love for content creation is another topic. At the start, monetisation options weren’t available but the vast majority of people who first started on YouTube did it because they loved sharing their stories with others. And this passion is what continues to drive the uniqueness of Saudi content and attracts viewership from outside the Kingdom as well.

How can we be er protect content creators online?

Regulators like GCAM need to put laws in place that protect creators. Platforms also need to have strict comments and provide tools to help creators to manage their account.

Kaswara also encourages people to raise their voices and submit formal complaints when they face cyberbullying and harassment, especially since the government offers avenues to file complaints.

Additional tips from Beeko and Kaswara Make sure you’re doing it because you love creating content, not because you’re keen on monetisation.

Don’t overthink it and jump right into it. If you keep delaying your start you might miss your opportunity.

Keep going and perseverethis is integral to any content creator’s success.

People didn’t know about Saudi Arabia – the dreams and aspirations of its people, their lifestyles and culture or even Saudi food. This meant there is an opportunity for

Kaswara Al Khatib (left) with Beeko

Saudi focus

Adidas unites Saudi female sporting icons for ‘You Got This’ global campaign

The sports brand wants to help athletes at all levels perform under pressure in sport, writes Campaign Middle East editor Justin Harper

Adidas has launched a new global brand campaign around how top athletes handle pressure in high-stakes moments. The campaign hopes to inspire everyday athletes to do the same.

Coming to life through a series of star-studded content and activations alongside some of the biggest spectacles in the sporting calendar, adidas’ message dedicated to the next generation of athletes is to believe they can overcome pressure to achieve their possible possibilities in sport.

The episodic fly-on-the-wall style series features leading neuroscientists, neuro11, to set out how and why negative pressure hinders play, while providing guidance on how athletes at all levels can help to disarm this feeling.

FEMALE STARS

Bringing together a selection of its regional female athletes across football, outdoor and tennis, adidas is releasing a wide range of athlete stories, insights from experts and neuroscience-powered guidance materials – all designed to help athletes at any level to disarm pressure in sport.

Saudi Arabian footballer Farah Jefry, the first Saudi woman to climb Mount Everest Raha Moharrak, and the first female professional tennis player in Saudi Arabia Yara Alhogbani all took part in the new brand film inspiring the next generation of athletes to overcome difficulty in sports.

Farah Jefry said: “In the realm of sports, pressure is the opponent we face as much as any competitor. But it’s not about succumbing to its weight; it’s about leveraging it as fuel for our fire. Through resilience and focus, I transform pressure into the driving force behind my success.”

PENALTY SHOOTOUT

Raha Moharrak added: “Mountains aren’t of sports, pressure looms tall. Yet, just as I ascend peaks, I rise above the weight of

Raha Moharrak added: “Mountains aren’t the only obstacles I conquer. In the arena of sports, pressure looms tall. Yet, just as I ascend peaks, I rise above the weight of expectations. With a steady mind and unyielding determination, I navigate the cliffs of pressure and emerge stronger on the other side.”

To understand the physiological effect pressure has, adidas and neuro11 studied sporting icon Emiliano Martínez. During penalty shootout testing, the World Cup-winning goalkeeper showed that he excelled under pressure, as he was 90 per cent more in the optimal zone during high pressure moments in the penalties test.

Martínez showcased a world-class mental ability to be three times more effective at harnessing pressure to get into the optimal zone compared to the grassroots goalkeeper.

Martínez said: “Penalty shootouts are one of the most high-pressure moments of the game, but for me, I see it as an opportunity to channel that energy to my advantage. When standing on the goal line, I try to maintain a clear mindset and stay focussed.”

Over the course of the new global brand campaign, adidas will continue to unite a wide range of sporting icons to demonstrate how they handle pressure in some of the most high-stakes moments, inspiring everyday athletes to do the same.

Florian Alt, VP Global Brand Comms at adidas, said: “We’ve set out to inspire next-gen athletes to tackle pressure by giving them unique insights into how some of the world’s best athletes manage pressure. Using the latest in neuroscience research, we have also released tools and techniques to help empower everyone to disarm pressure in sport.”

Yara Alhogbani

Farah Jefry

Emiliano Martinez

CREATIVE AGENCIES

180 MENA

Founded: 2021

An award-winning creative agency that sees the world not as it is but as it could be. Known for its ‘180 thinking’, the agency brings fresh perspectives to clients and ideas that sit at the intersection of famous, human, and seamless. Its key hubs are Amsterdam, Los Angeles, New York, and MENA.

SERVICES: Brand strategy, advertising and content creation, data and analytics, social media, design, and production

AKQA

Founded: 2010

Regional offices: UAE, KSA, Egypt

Managing Director MENA: Nic Camacho

AKQA is a full-service brand experience design agency. We work in partnership with our clients to articulate a vision, unlock opportunities and solve problems. With this collaborative approach, we are able to deliver effective strategy, creative communications, digital and media services that capture the imagination.

SERVICES: Creative communication; data and media; experience design; technology solutions; content production; brand activation

Accelerate Online

Founded: 2011

Regional offices: Beirut, Dubai, Riyadh, Jeddah

Head of company: Patrick Lahoud

Chief creative: Raya Hilany pl@acceleratemeonline.com www.acceleratemeonline.com

Accelerate Online provides its new age of consumers with digital and integrated marketing solutions. Through incorporating the various aspects of typical agencies, we are able to provide complete and comprehensive approaches to fit your marketing needs, while ensuring a strong brand image across various popular platforms.

SERVICES: Media planning and buying; SEO; strategies; content creation; listening and reporting; analytics and data; production services; web development; influencer marketing; digital designs; animated videos

Aló

Founded: 2014

Heads of company: Dimple Athavale and Sanjay Bhatia dimple@teamalo.com; sanjay@teamalo.com

We are a team of dreamers and innovators. We are not just a workplace, but a vibrant playground where imaginations have no boundaries. We understand that in today’s fast-paced and ever-evolving environment, we need to create relatable and resonating experiences that captivate audiences.

SERVICES: Building brands, creative conceptualisation and ideation, channel planning, experiential marketing, video production

Founded: 1997

Offices: Dubai, Beirut, Cairo, Jeddah, Riyadh

Number of employees: 75+ info@aga-adk.com +971 4 445 8383 aga-adk.com

Affiliated with ASATSU-DK (ADK), 3rd largest advertising network headquarter in Japan and the largest independent global ad network, AGA-ADK is a full-fledged communications agency in the MENA region. Known for its blend of memorable and effective ad campaigns that aim to deliver results. Using data to drive creative solutions, the team focuses on creating relevance in communication in a world where individualisation in communication is increasing in importance, along with the need to create meaningful connections between brands and consumers.

SERVICES: Full marketing communication services, strategic planning, creative design, consumer activation, production, branding and corporate identity, content planning and production

KEY CLIENTS: Aptos, Bank Of Sharjah, BSH, GMG, Hasbro, Tabasco, Langnese Honey, Marina Mall, Nokia, Perfetti Van Melle, P&G, Novartis, Daher Foods, Philip Morris –Iqos, Food Retail – Promarche, Modon, Houri Hearing, Galderma, Nokia Solutions, NFPC, North West Buses

Founded: 2023

Headquartered: Dubai

Head of company: Vishal Badiani

Number of staff: 10 atomicdigital.design/ +971 52 977 0444 projectsdubai@atomicdigital.design

The team at Atomic sets out to redefine today’s benchmarks for creativity. Our technologists, creatives and designers work together to deliver effective and memorable brand experiences, which seamlessly fuse digital and physical worlds, and prompt meaningful engagement and participation.

Accredited global and regional creative partners for Snapchat, TikTok, META, Unity, Unreal and 8thWall.

SERVICES: Creative innovation including 3D and CGI videos, augmented, mixed and virtual reality experiences.

KEY CLIENTS: Get Cruise, MDL Beast, LVMH, Emirates Airlines, L’Oreal, Amazon Prime TV, Royal Commission of Al Ula

LEADERSHIP PANEL

LEADERSHIP PANEL

Joy Sahyoun Group General Manager

Roger Sahyoun Chairman

Dany Azzi Regional Executive Creative Director

Rita Aoun Head of Finance

Vishal Badiani General Manager

Hasan Shah Chief Growth Officer

BEAT THIS

Founded: 2021

Head of company: Kevin Alderweireldt Number of staff: 35 employees www.bureaubeatrice.com

052 765 2197 jon@bureaubeatrice.com

BUREAU BÉATRICE is a luxury creative technology company that was created on the belief that technology without creativity was irrelevant. BUREAU BÉATRICE is the product of 15 years dedicated to designing luxury creative campaigns and experiences for some of the world’s most desirable brands.

SERVICES OFFERED: Immersive/interactive experiential, brand in hand, AR/VR/XR, gaming/digital, shows and ceremonies

KEY CLIENTS: Richard Mille, Cartier, Chaumet, Tiffany, KIKO, Aramco, Bulgari, Kerzner, Nakheel, One & Only

AWARDS: Effies, Game Design

KEVIN ALDERWEIRELDT

Co-founder and CEO

JON S. MALOY

Co-Founder and CCO

WHAT ARE THE BIGGEST SHIFTS YOUR INDUSTRY WITNESSED LAST YEAR?

Last year, our industry witnessed a significant shift towards meeting clients’ demand for larger scale shows, emphasising a desire for events that are bigger, better, and bolder than ever before. This transition signifies a departure from traditional execution methods, with clients seeking innovative approaches to captivate their audiences and differentiate themselves in the market. At BUREAU BEATRICE we’ve embraced this change by reimagining our strategies to deliver unforgettable experiences that exceed our clients’ expectations and set new standards in the industry.

WHAT WILL BE THE MOST NOTABLE CHANGES IN 2024?

While we are category agnostic we do have small bias towards luxury brands. We’ve witnessed a rise in appetite towards more interactive experiences and large scale shows. There is less of a focus towards traditional channels and true belief that new forms of brand experiences can live outside of the

INDUSTRY SNAPSHOT

realm of 6-second content - gaming, apps, AR VR etc are now part of the tool kit to help build better and more meaningful consumer connections.

HOW IS THE ROLE OF YOUR AGENCY CHANGING?

Our role is not so much changing as it is being anchored in a new technology reality. We built BÉATRICE on the belief that brands needed more. We mirror to best of our ability the pace of culture and try to create at the speed of it.

LEADERSHIP PANEL

HOW ARE CLIENTS’ DEMANDS CHANGING?

Clients’ demands are evolving as they become more daring and seek to challenge the status quo. They are increasingly pushing for innovative solutions that break away from conventional approaches and defy industry norms. As a result, our agency is adapting by embracing this appetite for innovation, crafting bold and unconventional strategies that push boundaries and deliver truly transformative outcomes for our clients.

Bernardo Moreira Partner & Creative Director

Kevin Alderweireldt CEO & Co-founder

Jon S. Maloy Co-Founder & Chief Creative Officer

Soulaf Tahtah Executive Director

AMC DMCC

Founded: 1988

Head of company: Mark Abou Diwan (managing director) enquiry@amcuae.com

+971 4 457 2125 www.amcuae.com

SERVICES: Corporate identity, ATL and BTL advertising, video production (360 degree videos, AR/VR videos), rich media interactive creative build

Andon Creative Design

Founded: 2013

Regional headquarters: Dubai

Head of company: Brandon Grieve www.theandongroup.com

SERVICES: Brand identity; brand evolution; marketing campaigns; product development; product launch and promotion; website UI; UX design; website builds; content creation.

AR More

Founded: 2019

Head of company: Mina Litvinova vera@ar-more.me www.ar-more.me

SERVICES: Development of AR-driven social media campaigns; design and development of AR filters for Facebook and Instagram in Spark AR; design and development of AR lenses for Snapchat in Lens Studio

Axis Integrated

Foiunded: 1998

Head of company: Mukhtar Mody mukhtar@axis-ads.com

We have a proven track record of successful campaigns conceptualised and delivered for our reputed blue-chip clientele.

SERVICES: ATL and BTL creative services; media planning and buying; social media and digital marketing; events and activation; production

B2C Ideas Agency

Founded: 2017

Head of company: Jatin C. Vadgama jatin@b2cideas.com

With more than 25 years of experience, we can create the most cost-effective solution for your brand to stand out in the marketplace.

SERVICES: Marketing communications; advertising design for all media; branding and stand design for events; trade shows and mall activations

Baked

Founded: 2019

Headquartered: UK www.bakedcreative.co

+44 776 577 7876 hello@bakedcreative.co

SERVICES: Creative strategy, advertising, design, brand development and content creation

Bates Pan Gulf

Founded: 1980

Heads of company: Avishesha Bhojani (group CEO); Souheil Arabi (president, BPG Kuwait), Ketaki Banga (EVP, BPG Dubai) www.bpggroup.com info@bpggroup.com +971 4 506 5555

BPG Group – part of the WPP network – is a unified brand experience agency specialising in delivering omnichannel communications across the GCC.

SERVICES: Advertising; media; PR and social; marketing transformation; customer experience

Blue Apple Advertising

Founded: 2010

Headquartered: Dubai

Owner: Vishhal JN Anand

Chief creative: Pankaj Ramnathkar www.blueappleco.com

Blue Apple is an award-winning integrated advertising, digital and social media agency built on a team of specialist professionals with regional and global experience. We believe we genuinely offer our clients something different: a team of communications experts who value client relationships.

SERVICES: Advertising creative services, brand strategy, integrated communication (ATL, digital, BTL), logo design and corporate identity, packaging, digital marketing, social media, website, mobile app

BOND Creative

Founded: 2009

Head of company: Ar u Salovaara - CEO, Anthony MilesManaging Director simon.killeen@bond.fi

SERVICES: Brand strategy, brand identity systems, design projects, storytelling and marketing, consulting

KEY CLIENTS: DEWA, Etihad Rail, SITE, Dubai Media Office, Al Forsan Group

The Brand Company

Founded: 2017

Regional offices: Egypt, UAE

Head of company: Omar Hikal

Chief creative: Dara Abdel Hadi brandsbuiltbe er@thebrandcompany.co akram@thebrandcompany.co www.thebrandcompany.co

SERVICES: Brand culture assessment and development; brand strategy; customer experience; brand architecture; brand identity creation; creative brand communication development concept

Brand New Galaxy

Founded: 2020

Heads of company: Adil Khan (CEO); Zubair Siddiqui (COO) business.mea@brandnewgalaxy.com

BNG delivers e-commerce solutions powered by proprietary transformation tools and data-driven insights underpinned by AI to drive performance.

SERVICES: E-commerce and automation solutions; digital and ad tech; social media; creative production; marketing communication consultancy

Founded: 2009 (Previously Isobar MENA)

Head of agency: Ziad Ghorayeb, Managing Director – DENTSU CREATIVE MENA

Number of staff: 78 www.dentsucreative.com

mena.growth@dentsu.com

+ 971 4 447 4996

DENTSU CREATIVE is dentsu’s sole global creative network that transforms brands and businesses through the power of Modern Creativity. 2022’s Cannes Lions Agency of the Year, it is made for integration with dentsu’s Media and CXM networks through Horizontal Creativity. 9,000 creatives across the globe are connected to 34,000 media and CX experts to deliver ideas that Create Culture, Shape Society and Invent the Future.

KEY CLIENTS: American Express, Dubai Holding Asset Management, Saudi Vision 2030, Beiersdorf, Mazda, Honda, Papa John’s, Barakat

SERVICES OFFERED: Brand positioning and identity, campaigns and activations, content marketing, social media, experience design, commerce, digital products and innovation

ZIAD GHORAYEB

Regional MD, Dentsu Creative, MENA

WHAT SETS YOU APART AS A CREATIVE AGENCY?

Dentsu has a concept of creative craft which is very focused on experience, culture and audience engagement. We’re a young network – and we work with a lot of young brandswhich means we are agile and able to forge a new path for what a creative network can and should be. In MENA, we are focused on building on a unique offering that delivers branding, strategy and experience design to change behaviour and invent new possibilities through the power of horizontal creativity.

HOW IS THE ROLE OF YOUR AGENCY CHANGING?

Today’s marketers are acutely conscious of the need to connect technology and creativity, craft and commerce. But there is also a desperate need for brands to build cultural capital – the stark reality is that we live in an age of overwhelm where brands are finding it increasingly difficult to form meaningful connections with their audiences. Our role is to bridge this gap.

INDUSTRY SNAPSHOT

WHAT CHALLENGES DO YOU PREDICT FOR THE YEAR AHEAD?

Audiences are changing: They have new expectations, new behaviours, and new values - their expectations are sky high and while their attention is polarised, they can dive deeper than ever into the things they love and find it easier than ever to ignore the things they don’t. This creates a big challenge for brands and their agencies; engage or be ignored.

HOW WILL TECHNOLOGY AFFECT YOUR INDUSTRY IN 2024?

The industry is embracing new interfaces from voice to gesture, AR to AI, blurring the boundaries between on and offline, content and commerce, and enabling ideas that are distinctive, delightful, and disarmingly human.

WHAT ARE THE BIGGEST TRENDS CHANGING YOUR INDUSTRY TODAY?

The biggest industry trend today centres around the fusion of AI technology with creativity, revolutionising how brands engage with audiences. AI-driven tools are redefining the creative process, empowering advertisers to craft more impactful and innovative campaigns. From generating compelling copy to designing visually stunning assets, AI algorithms are augmenting human creativity, offering fresh insights and ideas to captivate consumers.

LEADERSHIP PANEL

Bianca Geater Design Director

Joe Russell Brand Strategy & Studio Director

Marize Sami Deputy Managing Director. MENA

Elizabeth Stead Client Operations Director

Serge Selwan Business Director, Client Partnership & Growth

Mohamad Basha Head of Creative Technology

Founded: 1991

Headquartered: Dubai, UAE

Head of company: Mark Sell

Number of staff: 39 www.facetofaceuae.com

+971 4 399 0505 info@facetofaceuae.com

We are a creative agency powered by problem solvers.

Whether the challenge is creative, strategic, budgetary or meeting an impossible deadline, we’re a team committed to finding a solution.

It is this approach that resulted in 2023 being yet another exceptional year for the agency. We picked up significant new business gains in the form of Aquafina regionally, Masdar City, Dubai Chambers and a number of governmental wins. We expanded our international influence by reinforcing our position as the global agency for both Parker and Waterman pens.

An upward trajectory that underpins our standing as the region’s most established independent.

SERVICES: Solving problems; be those strategic, creative, budgetary or deadlines

KEY CLIENTS: DP World, Expo City Dubai, LEGOLAND Dubai, Fine Writing Pens of London, PepsiCo

Founded: 2016

Headquartered: Dubai, UAE

Head of company: Fleur Castle Number of staff: 20+ hello@factorthirtyone.com www.factorthirtyone.com

F31 is an award-winning sports and entertainment agency that lives to deliver those goosebump moments.

Born and bred in the Middle East and jam-packed with global talent, F31 is built on the foundations of 70+ collective years’ of experience. This agency utilises its strategic understanding of both the regional market and the global landscape to deliver worldclass marketing campaigns, content, digital solutions and commercial partnerships for world-class brands and destinations.

Put simply – F31 believes in the power of sport and entertainment and uses it to make brands grow.

SERVICES: Integrated marketing and communications, full-service production, creative, branding and design, branded retail experience, events and activations

KEY CLIENTS: On, Abu Dhabi Sports Council, Taste Food Festivals, Gamers8, Ventum

AWARDS: Sports Industry Awards Middle East (Client wins - Best Sports Brand, Product or Retail Activation | Best Sports Event | Best Marketing Campaign | Business Leader of the Year - Fleur Castle). Leaders Global Awards - Fleur Castle, Leaders Under 40. Middle East Event Awards - Maddie Drakeley: Young Achiever of the Year.

LEADERSHIP PANEL

Mark Sell CEO & Partner

Christopher Bell Chairman & Partner

LEADERSHIP PANEL

Director of Communications

Maddie Drakeley

Content Lead

Fleur Castle Founder and CEO

Richard Gandiongco Senior Creative Designer

Taz Mac Nicol MENA General Manager

Tareq Khorsheed E-Sports Client Director

Founded: 1968

HQ: Dubai

Ownership: 51% IPG, 49% MCN www.fp7mccann.com

+971 4 445 4577

Part of McCann Worldgroup and the flagship agency of MCN, FP7McCann is the number one creatively driven integrated marketing company in the MENAT Region. Award-winning regionally and globally, FP7McCann provides fully integrated marketing solutions, advertising and digital services. It has been named as the most effective agency network in the region for the last eight years in a row and the World’s Number 1 Most Effective Agency as per the WARC 100 in 2021 and 2022.

SERVICES: Brand consulting, business leadership, integrated creative solutions, integrated production, integrated strategy, campaign creation & activation, channel management, consumer journey analysis, content creation & production, social strategy, social listening, social playbook creation, content planning design/ux, digital strategy, holistic analytics, humantech design thinking.

KEY CLIENTS: NEOM, Diriyah Season, Diriyah Foundation, McDonalds, Riyadh Air, Nestlé, Mastercard, Emirates NBD, Arla, L’Oreal, Dubai Duty Free, Egypt Tourism, GM, Spotify, Al Dar Retail, Budget Rent-A-Car, Reckitt Benckiser, Unilever, Heinz, Adidas, Ooredoo Group, Gillette, Etisalat Egypt, Orange Tunis, QIB, Tadawul, Qatar Foundation

AWARDS: WARC Effectiveness Awards, 2021/2022: #1 Agency of the Year Globally; Global Effies Awards, 2021/2022: #1 Agency of the Year; MENA Effies Awards, 2013 –2022: Agency and Network of the Year; Cannes Lions, 2023: Most Awarded Agency in MENA; NY Festivals 2023: Most Awarded in MENA; Epica Awards 2023: Most Awarded in MENA; Loerries Awards 2023: 2nd Most Awarded in MENA; MAD Stars 2023: 2nd Most Awarded in MENA; The Webby Awards 2023: 2nd Most Awarded in MENA; Clio Awards 2023: 2nd Most Awarded in MENA; AME Awards 2023: 2nd Most Awarded in MENA; Dubai Lynx 2023: 1GP, 2 Gold, 1 Silver, 6 Bronze

Founded: 2005

Head of company: Dany Naaman, CEO

Number of staff: 80 havasme.com

carlos.nadal@havasme.com +971 4 455 6000

We create advertising campaigns that truly make a meaningful difference to businesses, brands and the lives of the people we work with. We have emerged as one of the region’s most creative agencies in the last year, having our work recognised in all major festivals.

A reputation that does not come at the expense of our clients’ objectives - in fact, we’re all about creativity that drives results and effectiveness. We are a talented bunch of people, with great ambitions and a shared goal: to build a global creative powerhouse, based out of the Middle East, delivering work that resonates across the world.

SERVICES: Integrated communications services: creative, strategy, social media, content creation, digital, design and branding

KEY CLIENTS: Jumeirah Group, Adidas, ACDelco, Virgin Mobile, Bank Muscat, Royal Opera House Muscat, Muscat Bay, Audi, VW, Oman Oil, PANDA (KSA), Sanofi (KSA), Marriott (KSA), KAPSARC (KSA), Tanmiah & Ezdihar (KSA)

AWARDS WON: Cannes Lions 1x GP & x6 awards, Cannes Lions #2 Agency MEA; One Show #1 in MEA; D&AD #1 Agency in UAE; Dubai Lynx #2 Agency & 2 Network, Dubai Lynx 2x GP; Adfest Media Agency of the Year & 2x GP; Only agency in the MENA region shortlisted in the Global Effie Best of the Best; WARC MENA Strategy and WARC Awards for Media #1 in MENA; Adweek Media Plan of the Year; Campaign Global AOY #2 Network of the Year MEA; Adstars 1x GP

LEADERSHIP PANEL

LEADERSHIP PANEL

Federico Fanti CCO

Tarek Miknas CEO

Samantha Stuart-Palmer CGO

Emad Saeed CFO

Leonardo Borges Executive Creative Director

Rami Husseini Managing Director, Havas Saudi Arabia

Karine Barakat General Manager, Havas Egypt

Makram Khater General Manager, Havas Lower Gulf

Fabio Silveira Managing Director

Dany Naaman CEO

Founded: 1976

Head of company: Reham Nader Mufleh

Number of staff: 300+ in the MENA region horizonfcb.com

+971 4 332 3304

reham.mufleh@horizonfcb.com

info@horizonfcb.com

We understand that activating business is critical, and so is building brands for the long term. We build brands that are both timely and timeless with creativity fuelled by diversity, data and technology to drive Big Business success. We believe that creativity is truly an economic multiplier and that brands can unlock it across everything they do. Whether it’s digital advertising, content creation, branding/design, performance or retention – we build a powerful strategic advantage over their competitors.

SERVICES: Brand planning and consulting, brand architecture, brand applications, brand guidelines, packaging, data sourcing and strategy, journey mapping/planning, integrated creative, online/digital creative, content creation, influencers and event management, promotions, commerce strategy and communication, gaming and innovation solutions, experiential and on-ground activations, rapid-pace content production and live shoots, shopper marketing

KEY CLIENTS: Visa, Total Energies, Boeing, Dubai South, Dubai Tourism, Lipton, Haleon, Centrum, DHL

Founded: 2012

Co-Founders: Abby Lyons, Kaja

Weller and Jamie Wilks

Number of staff: 90+

www.houseofcomms.com

+971 4 275 4900

talk@houseofcomms.com

House of Comms is a regional, integrated marketing consultancy headquartered in the UAE, with a global reach and an award-winning, proven track record. Based in the UAE, with offices across the region and a global reach, we are an independent, strategic marketing consultancy built on hard work, humility, and a burning desire to always deliver awesome, impactful campaigns that mean something.

We are a multicultural, fearless group of thinkers, focused on ideas, impact and integrity. We are united in our quest to do work that really ma ers. That makes a real difference. To be a member of the House of Comms family is to always strive courageously to bring real value to our clients, to the industry and to each other. Our marketing strategies come from us humans, and as such, they are road tested to resonate with humans. We love to embrace technology, be driven by data and insights and are fuelled by our imagination, while never being bound by channels or disciplines. We speak the language your audience will understand.

TECH PARTNERS: (Platforms) Tik Tok Creative Partner; Meta Business Partner; Google Premier Partner. (Core technical partnerships) Umbraco; Ociober

SERVICES: Strategy; advertising; brand; creative; digital; performance marketing; social media; PR; film; web design and build; service design; UX/UI; SEO; PPC

LEADERSHIP PANEL

LEADERSHIP PANEL

Abby Lyons Co-Founder

Kaja Weller Co-Founder

Jamie Wilks

Co-Founder

Reham Mufleh Managing Director Horizon FCB Dubai & FuelContent

Mazen Jawad CEO, Horizon Holdings

Munther Al Sheyyab Business Development Director, Horizon FCB Dubai

Mohamed Bareche Executive Creative Director, Horizon FCB Dubai

2023 MENA Network and Agency of the Year CANNES LIONS

2023 Best Creative Agency in the Middle East CAMPAIGN MIDDLE EAST

2023 MENA Network and Agency of the Year LOERIES

2023 Best Creative Agency in the Middle East CAMPAIGN GLOBAL

2023 No.1 Agency in MEA WORLD CREATIVE RANKINGS

2023 No.1 Agency in MEA WARC CREATIVITY 100

2023 No.1 Agency in MEA IMMORTALS RANKINGS

2023 No.1 Agency in MEA ADFEST

2023 No.1 Agency in MEA CLIO AWARDS

2023 No.1 Agency Network in MEA THE ONE SHOW

2023 Global Agency of the Year CAPLES

2023 Global Agency of the Year MAD STARS

2023 No.1 Agency in the Middle East ANDY AWARDS

2023 UAE Agency of the Year GERETY

2023 No.1 Agency in the Middle East CRESTA

2023 No.1 Agency in the Middle East COMMUNICATION ARTS

2023 Regional Agency of the Year LONDON INTERNATIONAL AWARDS

Founded: 1971

Head of company: Dani Richa

Number of staff: 700+ impactbbdo.com

+971 4 330 4010 info@impactbbdo.ae

Part of the global BBDO network, Impact BBDO was established in 1971 and offers comprehensive and integrated marketing communication solutions, covering a wide and prestigious base of global, regional and local clients. Our mission is to create and deliver the world’s most compelling commercial content across all mediums and screens. The three things we care about the most are “The Work, The Work, The Work”.

SERVICES: Advertising, brand development, corporate & reputation management, digital marketing, event marketing, integrated project management, marketing communications, marketing science, performance marketing, production, social & content marketing, shopper marketing

KEY CLIENTS: ADCB Group, Alef Education, Amana Capital, Burjeel Hospital, Daman, DAFZA, Department of Economy & Tourism, Etihad, Etisalat, Government Media Office, Google, Nakheel, Strategy&, Unilever, Public Investment Fund (PIF), Sadia, Shamal, Unilever

AWARDS: Cannes Lions, Loeries (MENA Network and Agency of the Year); Campaign Middle East, Campaign Global (Best Creative Agency in Middle East); World Creative Rankings, WARC Creativity 100, Immortals, Adfest, Clio Awards (No 1 Agency in MENA); Caples, Mad Stars (Global Agency of the Year; Andy Awards (No.1 Agency in Middle East); Gerety (UAE Agency of the Year); Cresta, Communication Arts (No.1 Agency in Middle East), London International Awards (Regional Agency of the Year)

LEADERSHIP

Founded: 2000

Head of company: Dani Richa

Number of staff: 100+ impactproximity.com

+971 4 330 4010  info@impactproximity.com

Part of the Impact BBDO Group, Proximity is a digital experience and technology agency focused on what’s next. We design and deliver digital ecosystems, platforms and products for some of the region’s most iconic brands. Our websites and apps are used by millions of people every day.

SERVICES: Automation, augmented/mixed reality, brand innovation and transformation, content and SEO, conversion optimisation, data and analytics, DevOps, digital commerce, digital design systems, enterprise platforms, experience design, MarTech enablement, strategy and product management, technology consulting and implementation, web and mobile development

TECH PARTNERS: Acoustic, Adobe Experience Manager, Akamai, Amazon, Braze, Eloqua, Marketo, Microsoft, Optimizely, Oracle, Salesforce, Sitecore

KEY CLIENTS: ADCB Group, ADNEC, Capital Bank of Jordan, Department of Economy & Tourism, Etisalat, HP, Knowledge Group, Public Investment Fund (PIF), Shamal, The One & Only

PANEL

Claire Lawson General Manager, PR

Ghassan Kassabji CEO, UAE and Chief Growth Officer MENA

Lucy O’Brien General Manager / Partner, PR

Dani Richa Chairman EMEA and Group CEO

Ali Rez Chief Creative Officer, MENAP

Johannes De Beer Creative Director, UAE

Haris Khan Projects Director, Impact Proximity

Jad El Rabahi Managing Director, UAE

Andre Nasser Executive Creative Director, UAE

Andrew Peacock Business Director, UAE

Kusal Udhara Head of Experience Design, Impact Proximity

Katarina Butler Group Finance

Bridge of Minds

Founded: 2016

Heads of company: Sarah Araigy (Dubai); Marina Araigy (Beirut) Sarah@bridgeofminds.com info@bridgeofminds.com

An integrated marketing and communications agency, harmonious with all the major industries in the Lebanese and MENA markets, Bridge of Minds is shaped by a determined team from various backgrounds supporting each other to make impossible things happen. It has a unique holistic and inclusive approach to high-end marketing, communications and branding strategies.

SERVICES: Branding; copywriting; digital growth; PR and events; media buying

Broomstick creative

Founded: 2012

Head of company: Fahad Ali chiara.p@broomstickcreative.com

Broomstick is a creative content and digital innovation agency, headquartered in Dubai with a footprint in the US, South Asia and the Far East. We are specialised in content strategy and creation, social media management, digital development and performance marketing.

SERVICES: Content creation, performance marketing, social media management, web development

BTG

Founded: 2014

Partner: Farha Anwar info@brushtip-me.com

A creative agency with disruption running through its veins. Innovation, technology and human insights combine to bring clients cu ing-edge social media, research and strategy, events and so much more. We provide brands with communications that add real value to their offering.

SERVICES: Integrated brand communications, social media management, creative strategy and implementation, experiential exhibitions, immersive technology solutions

Caviar Creative

Founded: 1998

Headquartered: Kuwait

CEO: Haitham Al- Hajji

Chief creative: officer Haitham Al-Hajji www.caviarcreative.com

SERVICES: Telecoms; banks; ministries and government; automotive; entertainment; health; FMCG; finance and investment; non-profit; sports

The Cheek

Founded: 2010

Holding company: Equity Advertising

Headquartered: Dubai

Founder: Shoba Menon (shoba@thecheek.ae; +971 50 645 7018)

Business Head: Pulkit Vasisht (pulkit@thecheek.ae; +971 55 512 9841)

Creative muscle of a network. Dedicated service of a boutique. Human-first brand communication for the digital-first world.

Cheesecake

Founded: 2019 (UAE), 2010 (UK)

Head of company: Philip Wride phil@cheesecakedigital.com

Cheesecake Digital is a specialist gaming agency with more than 20 years of experience. We help brands authentically enter the esports and gaming market.

SERVICES: Strategy, event management, ad campaigns, lifecycle marketing, experiential, creative concept

Cheil MEA

Founded: 1973 (globally); 2006 in the region

Head of company: Youngsuk Yoon hello@cheil.com

Cheil MEA’s dedicated digital business provides full creative development and localisation (across channels such as social media, display and video), as well as e-commerce, CRM, media buying, and UX/UI design and development.

SERVICES: Creative development (both locally produced and global adaptation), social, digital and e-commerce, CRM, media planning and buying

Comma

Founded: 2018

Head of company: Rawan Al Sharif write@letscomma.com mariam@letscomma.com

SERVICES: Creation of a brand tone; translations in English and Arabic; campaign and advertisement content; social media content management; packaging content

Commonwealth McCann

Regional headquarters: Dubai

Ownership: IPG (The Interpublic Group of companies) www.cw-mccann.com

SERVICES: Creativity, strategy, account management, social media, digital content creation, production

Create Media Group

Founded: 2010

Offices: Dubai, London

Head of company: Tom O on www.createmedia-group.com

SERVICES: Social media; digital; video production; logo design

Dice Marketing & Advertising

Founded: 2013

Head of company: Sari Kazma

Headquartered: Saudi Arabia, Riyadh Talktous@dicema.com

A Saudi born marketing agency. We’re on a mission to help extraordinary brands leave their mark on the world.

SERVICES: Comms, experiences, digital, studio

KEY CLIENTS: HPI/HPE, Marafiq, MCIT, JCDC, SAP

Type of agency: Creative Agency

Founded: 1989

Number of staff: 370

Head of agency: Nathalie Gevresse, CEO, Publicis Communications Middle East

Email: mena.inquiry@publicisgroupe.com

Phone: +971 4 367 6200

Social Handles: @LeoBurnettMEA, LinkedIn: leo-burnett-mena

Website: www.leoburnett.com

Leo Burnett first opened doors on August 5, 1935 in Chicago, USA with three accounts, and has since expanded to 85 offices in 48 countries with around 10,000 employees. Today, Leo Burnett and its unique ‘Humankind’ philosophy, rooted in the belief that creativity has the power to change the world, has become synonymous with advertising excellence. Under Publicis Groupe, Leo Burnett’s multiple offices across the MENA region consult an enviable portfolio of global and local clients, served independently as well as in collaboration with multiple sister networks offering PR, media, data, and technology solutions under Publicis’ ‘Power of One’ model.

Services: Marketing Communications, Advertising, Social Media, Digital Media, Branding, Audio-Visual Production, Digital & Social Strategy

Key Clients: McDonald’s, General Motors, Emirates NBD, Ferrero, Dubai Holding Corporate, Dubai Holding Asset Management, Omantel, Pepsi, Philip Morris International, The Central Bank of the UAE, AADC, Bank Of Sharjah, Puma, Nestle – Nido, Home Centre – Landmark Group, Cheeze it – Kellogg’s, Neom – Oxagon, P&G

Awards: Cannes Lion, MENA Effie, Dubai Lynx, Jay Chiat, Fast Company Middle East, Madstars, D&AD, AME Awards, Loeries

LEADERSHIP PANEL

Founded: 2010

Head of company: Dani Oneisse livingroomdubai.com

+971 (04) 415 0777 dani@lrdubai.com

LR Dubai, LR Riyadh, LR Studios, LR Brand and LR Performance make up Livingroom. We aim to make our clients famous with media agnostic ideas that are beautifully crafted. We embrace innovation in thinking and execution. There are a lot of good agencies in the region, but our diverse staff combined with our collaborative and transparent ways of working make us different from any other agency in this publication.

SERVICES: Creative (Campaign concepts, integrated campaigns and experiences); Branding and Design (Naming and corporate branding, packaging, logo development and websites); Strategy (Brand strategy, creative strategy, digital strategy, transformation and positioning, sustainability); Production (Film and content production, editing, animations and branded entertainment); Innovation (AI production, AR and VR)

LEADERSHIP PANEL

Youssef Naaman CEO, Publicis Communications, Levant & Qatar

Ahmed Younis Chief Creative Officer, Leo Burnett KSA

Malek Ghorayeb Chief Creative Officer, Levant & Qatar

Adel Baraja CEO, Publicis Communications, KSA

Nathalie Gevresse CEO, Publicis Communications, UAE

Kalpesh Patankar Chief Creative Officer, UAE

Tarek Latif CEO, Publicis Communications, Egypt

Seyoan Vela CCO

Mark Anthony Head of LR Studios

Dani Oneisse CEO

Pallavi Adhikari Head of Design

Lara Bizri Head of Creative

Diego Florez Head of Innovation

Do Epic Sh*t

Founded: 2018

Head of company: Ramzi Moutran ramzi@doepic.agency

A virtual, boutique content-creation and production agency with sustainability at its heart, we create ideas with genuine impact through human storytelling, for brands that understand they need to transition to drive growth.

SERVICES: Creative (sustainable) strategy; marketing campaigns; branded content; branding; sustainable productions

EGG

Founded: 2000; MEA office since 2016

CEO: Angelique Eriksen,

Country director: Naoile El Azzouzi

Commercial director: Tom Nauw

Regional headquarters/offices: Dubai, UAE tom.nauw@egg-events.com

Headquartered in Paris, France, EGG has a broad international presence, with operational offices in Geneva, New York, Atlanta, Dubai, Madrid, Riyadh, Florence and Brussels.

SERVICES: Branding, content creation and production, creative strategy, integrated communication, strategy

Entourage

Founded: 2009

Headquartered: Dubai

CEO: Mohammed Tayem www.entourageintl.com info@entourageintll.com

+971 4 338 8834

Entourage is an independent live communications agency operating in the MENA region for the past 11 years with offices in Saudi Arabia, the UAE, Egypt and Jordan, along with a main office in New York City. Driven by strategic vision, Entourage offers integrated marketing services from events to PR to social and digital marketing and creative.

SERVICES: Corporate events and conferences; creative; digital and social media marketing; PR

Freedom

Founded: 2018

Head of company: Hisham Lahouasnia

Headquartered: Dubai, UAE love@freedom.agency

We unearth opportunities that engage audiences and deliver results through creativity.

SERVICES: Brand strategy and development, design, full-service production, content strategy and creation, digital research and strategy

FWD-Comms

Founded: 2020

Head of company: Fiona Wishart

FWD-Comms focuses on lifestyle brands, aiming to give the best concept consultancy and communication strategies. We give our clients access to a roster of talented freelancers across the globe to offer their services to our brands, from graphic design to illustration, photography to copywriting, in order to streamline your marketing and digital campaigns.

SERVICES: Brand consultancy, creative campaigns, content creation, media and influencer outreach, copywriting

Grey MENA

Founded: 1917

Head of company: Philippe Berthelot

ECD: Pablo Maldonado

Over the years, the agency has garnered an enviable reputation for creative excellence based on solid strategic thinking. Clear, simple and compelling ideas have been the driving force behind creating consumer preference. In MENA, Grey was established in 1987.

SERVICES: Strategy, ideation and deployment across touchpoints

Groupe Rhinos

Founded: 1998

Regional headquarters: Dubai www.groupe-rhinos.com/en

SERVICES: Strategy planning; web and app development and design; graphic design; content creation; internal and external communication; digital marketing; audio-visual production; reward management; events planning

Hanging Gardens Agency

Founded: 2019 hello@hanginggardens.agency www.hanginggardens.agency/ +971 4 578 6270; +971 50 271 8987

SERVICES: Blogger engagements, branding, business and brand design, communications, content creation, content production, creative design, digital gamification, influencer marketing, marketing strategy, photography

Havas Oman

Founded: 2016

Headquartered: Muscat, Oman Makram.kather@havasme.com

SERVICES: Creative direction, social media management, media buying, brand development, digital strategy and analytics

KEY CLIENTS: Oman Convention & Exhibition Centre, Muscat Bay, Opera Galleria, Audi, Volkswagen

Hrmny

Head of UAE: Ayham Homsi

Head of KSA: Majeed Alzayer business@hrmny.co hrmny.co

SERVICES: Creative strategy and campaign, social media management, multimedia production, music production and activation

KEY CLIENTS: Gamers8, MISK, Dubai Food Festival, Gargash Automotive, Neom

Ibtikar Advertising Agency

Founded: 2009

Regional headquarters: Damascus

Ownership: CNR Marketing

Head of company: Abou Rommaneh info@ibtikar.me ibtikar.me

SERVICES: Corporate identity creation; full advertising campaign development (ATL and BTL); media planning and buying; digital media; public relations; event planning; TVCs

Founded: 2001

Head of company: Sir Martin Sorrell, Executive Chairman, S4 Capital Number of staff: 8900 worldwide, 200+ serving MEA region https://media.monks.com/ 045149510, 0529486613 Dubai@mediamonks.com

Media.Monks is the digital-first operating brand of S4Capital. Since 2001, Media. Monks has combined solutions—social, data, platforms, experiential, brand and technology services. All with the aim to serve as consultative partner integrating systems and workflows that deliver unfettered content production, scaled experiences and data-science fueled by AI and the best talent. In the MEA region, offices are in UAE, KSA and Cairo. Besides its accolades, Media.Monks is also a contender in The Forrester Wave™: Global Marketing Services.

KEY CLIENTS: Public Investment Fund KSA, Neom, Qiddiya, Abu Dhabi Tourism, Ministry of Health and Prevention UAE, Gulf Marketing Group, Cenomi

SERVICES: Campaign strategy, digital strategy, service design, platforms design and development, creative content, content strategy, film production, social media management and execution, experiential, data and analytics

AWARDS: Adweek’s inaugural AI Agency of the Year 2023; Webby Awards Digital Production Company of the Year 2021-2023; Cannes Lions Top 10 Creative Companies 2022; Campaign Social Media Agency of the Year 2022

Founded: 2006

CEO: Mounir Harfouche

Number of staff: 150+ mena.mullenlowe.com

+971 4 4454141 info@mullenlowemena.com

MullenLowe MENA is a global creative agency whose ambition is to get brands an unfair share of attention. With our challenger mindset, we continue to punch above our weight, by constantly seeking to evolve and challenge ourselves every day to learn something new, meeting the ever-changing world around us. Disruptive creative which goes out of its way to think and act differently.

SERVICES: Strategy and planning (marketing transformation, brand strategy, communications planning, digital & social strategy, content planning and strategy, research management, UX and consumer journeys, data and analytics); Creative services (TV, social, experiential, shopper marketing, print, brand identity, radio, outdoor, direct); Digital and social (Web development, social media community management, 360 video, mobile apps, augmented reality, social content development, social content production)

KEY CLIENTS: First Abu Dhabi Bank, Unilever, Rani, Barbican, Vimto, Afia, Bayara, DHE (Global Village, Dubai Parks & Resorts, Motiongate, Roxy Cinemas, Laguna Waterpark, Bollywood, Riverland, Wild Wadi, Sea Breeze, Burj Al Arab, Real Madrid), Shamal (Dubai Harbour, X Dubai, Sky Dive Dubai), City Centre, Mall of the Emirates, MAF, Emaar, Hershey’s, New Balance, Al Habtoor Motors (Bentley, Bugatti, Pagani, Mitsubishi, JAC, MG), Al Futtaim Group (Blue Rewards), Emirates, Burger King

LEADERSHIP PANEL

Victor Knaap CEO EMEA, Media.Monks

Sir Martin Sorrell Executive Chairman, S4 Capital

Omar Abou-Ezzeddine Regional Managing Director MEA, Media.Monks

Gavin Stradi Creative Director MENA, Media.Monks

Hoda El Nazer MD Cairo - Head of Film & Content MEA, Media.Monks

Nada Nassar Associate Creative Director MENA, Media Monks

LEADERSHIP PANEL

Matt Butterworth Managing Director

Mounir Harfouche Chief Executive Officer

Paul Banham Chief Creative Officer

Damayanti Purkayastha Head of Strategy

The Idea Agency

Founded: 1997

Heads of company: Rita Boustany , Fady Boustany

Headquartered: Dubai, JLT fady.boustany@tia.ae

The Idea Agency is a full fledged advertising agency offering 360-degrees marketing and communication solutions. We focus on building and maintaining brands, while helping them achieving their KPIs by applying strategic and costeffective plans.

SERVICES: Creative, public relations, media buying, social media management, digital marketing

KEY CLIENTS: Natuzzi, Western Furniture, King Koil, Serta, Ajman Tourism

Imagination Middle East

Founded: London, 1968; Middle East office opened 2013

Regional HQ: Dubai

Heads of company: Adel Noueihed, general manager Middle East; Patrick Reid, group CEO

Chief creative officer: Julian Baker adel.noueihed@imagination.com www.imagination.com

SERVICES: Brand experiences; immersive technology; live events; digital platforms; user experience; strategy; dashboards; brand/visual identities; CRM; content

Inca Tanvir Advertising

Founded: 1976

Chief creative: Rhea Dixit inca@eim.ae www.incatanvir.com

We offer a comprehensive 360-degree integrated scientific marketing communication service across all advertising touch points.

SERVICES: Creative and branding services; media planning and buying; mobile and digital marketing solutions; event planning and brand activation

The Inhouse Agency

Founded: 2023

Head of company: Rasha Hamzeh admin@theinhouse.agency

SERVICES: Brand development and identity design, creative strategy and advertising campaign development, content creation, interactive and experiential design, website and packaging design

KEY CLIENTS: Koita, Mitsubishi, The Access Bank UK, New Media Academy, Wisewell

Innocean Worldwide Middle East & Africa

Founded: 2005; established in Dubai, 2015

Head of company: Chang Jo Yoo cyoo@innocean.com

Innocean is a 360-degree integrated full-service advertising agency.

SERVICES: Brand strategy and planning, creative solutions, digital marketing, experiential marketing, media planning and buying

KEY CLIENTS: Hyundai, Genesis and KIA

JWI

Founded: 2015

Regional headquarters/offices: Dubai Ownership/holding group: Independent Head of company: Charli Wright hello@jwi-global.com

SERVICES: Creative advertising, strategy and planning, brand development, experiential events, content marketing

Katch International

Founded: 2009

Head of company: Georgina Clair Woollams info@katchthis.com www.katchinternational.com

SERVICES: Public relations; social media; branding; design; content creation; digital marketing

Keko Dubai

Founded: 2019

Head of company: Nora Ferneine nora.ferneine@keko.ae

We’re Keko, a full-service creative agency that specialises in communicating differently to modern affluent consumers.

Latitude

Founded: 1993

Head of company: Paul Turner. Managing Director, MENA paul@latitudeagency.com www.latitudeagency.com

We believe in ‘creativity without boundaries’.

SERVICES: Brand strategy; brand identity; brand experience; brand communication; brand management

Leapfrog

Founded: 2005

Offices: UAE and Cairo

CEO: Rob Bannochie robsz@leapfrog.com.eg

An integrated 360-degree creative advertising and marketing agency.

SERVICES: Advertising and marketing; graphic design; event management; content development; branding

Lightblue

Founded: 2007

Offices: Dubai and Los Angeles

Heads of company: David Balfour and Craig Borthwick hello@lightblueww.com

We are a creative experience agency. Human first, technology-empowered, operating at the forefront of culture.

SERVICES: Animation, brand strategy, broadcast, content creation, content production, creative, design, digital, events, experiential, film, live brand experience, motion graphics, original IPs, strategic planning, virtual production

Founded: 1984

Headquartered: Dubai, UAE

Head of company: Ghassan Maraqa, CEO MENA Number of staff: 200+ 97143050200 info.dubai@ogilvy.com www.memacogilvy.com

Memac was born in 1984 when Edmond (Eddie) Moutran founded the company in Bahrain in 1984, and it became a part of the Ogilvy network in 1998. Ogilvy is an award-winning integrated creative network that makes brands matter for Fortune Global 500 companies as well as local businesses across more than 120 offices in 83 countries, including 13 offices across the Middle East and North Africa. The company creates experiences, design and communications that shape every aspect of a brands needs through five core capabilities: Advertising and brand, experience, public relations, health & wellness, and consulting.

SERVICES: Advertising and brand, public relations, experience and health & wellness

KEY CLIENTS: Vodafone, Majid Al Futtaim, Abbvie (Allergan), Philip Morris Management Services, Department of Culture and Tourism

AWARDS:

MEPRA Gold Award 2023 – Campaign of the year UAE “The Alternative Alphabet, GEMS Education”

MEPRA Gold Award 2023 – Campaign of the year Qatar “Managing The Global Narrative For The Most Discussed Event On the Planet (World Cup), Qatar Foundation

MEPRA Gold Award 2023 – Campaign of the year Jordan “The Incredible Host, Jordan Tourism Board”

MEPRA Gold Award 2023 – Best Crisis Communications Strategy “Navigating The Uncertainty of the First Arab World Cup, Qatar Foundation”

MEPRA Gold Award 2023– Best Integrated Campaign “The Alternative Alphabet, GEMS Education”

INDUSTRY SNAPSHOT

LEADERSHIP PANEL

GHASSAN MARAQA

WHAT ARE THE BIGGEST SHIFTS YOUR INDUSTRY WITNESSED LAST YEAR?

Influencer marketing saw significant growth – up by 29 per cent in 2023. Our recent whitepaper, Influencing Business: The Global Rise of B2B Influencer Marketing, revealed that 100 per cent of Saudi businesses utilise a form of B2B influencers, with the UAE close behind at 96 per cent.

The paper underscored the immense opportunity for B2B influencers in the two nations — which have both recently been using the power of influencer engagements to capture the attention and trust of audiences. AI a continuing shift. The use of generative AI is rapidly changing industries, and we are at the leading edge of this new inspiration economy.

WHAT WILL BE THE MOST NOTABLE CHANGES IN 2024?

The changes of 2023 will continue, with influencer marketing growing in strength, and long-term influencer-brand relationships developing. Adtech will continue to play a transformative role, with AI for data analysis enabling hyper-targeted, personalised content.

It’s forecast that there will be over 200bn devices connected and networked. Most won’t be smartphones, but everyday appliances. Each will enable brands to be more

personalised and create unique engagement opportunities. We expect greater proliferation of advertising in online streaming services, as publishers look to maximise revenue opportunities.

HOW IS THE ROLE OF MEMAC OGILVY CHANGING?

Solving increasingly complex problems for our clients requires an array of talents and skills coming together. We’ve worked hard to integrate a connected culture across our MENA network. Our structure allows teams of experts across five business units to work fluidly together shaping Borderless Creativity – the conception of ideas at intersections, regardless of geography.

HOW ARE CLIENTS’ DEMANDS CHANGING?

With the growing abundance of data, clients want reassurance that you can use this effectively; which might be as simple as showing you understand their audiences, through to using data effectively to unlock opportunities.

Everyone is looking for growth, and the majority of our clients are asking how our work will impact sales and help them grow. In an increasingly competitive market, it’s agencies that think beyond the current scope and see the bigger picture, that will come out on top.

CEO MENA, Memac Ogilvy

Ashraf Shakah President – PR & Influence MENA

Hazem El Zayat Chief Experience Officer MENA

Ghassan Maraqa CEO MENA

Jon Marchant Group President MENA

Samer Abboud Chief Growth Officer MENA

Mario Morby Chief Strategy Officer MENA

Liquid

Founded: 2016

CEO: Sachinn J Laala hello@liquidretail.com

SERVICES: Retail planning, strategy and consultancy; shopper-based creative, design and activation; store-back content for e-commerce; implementation and maintenance of e-commerce assets; e-commerce marketplace management for 3P

M&C Saatchi

Founded: 1995 (London); 2012 (GCC)

Headquartered: London, UK www.mcsaatchi.ae +971 2 234 4588 ;+971 4 368 1867 info.UAE@mcsaatchi.com.

M&C Saatchi is the largest independent advertising network in the world.

SERVICES: Advertising; branding; CRM; consultancy; design; digital; mobile; PR; research; shopper; social and sponsorship

McCann Health

Founded: 2009

karen.kamel@mccannhealthcare.ae mccannhealth.com

SERVICES: Health and wellness communication for pharmaceutical and consumer brands; public health awareness; promotional communication

Medialinks

Founded: 2019

Headquartered: UAE

Head of company: Zeeshan Sajid Amin

SERVICES: Ecommerce websites, mobile performance campaigns, media buying, events, social media strategy and influencers

KEY CLIENTS: PRAN Foods, Emirate Wets Wipes, Cool & Cool, Experience Qatar, Etihad Rail DB

M&M Agency

Founded: 2016

Head of company: Mohamed Ali Siala & Mayssa Maamer msiala@mmevent.agency +216 99 894 225

SERVICES: Influencing strategy, digital content creation, experience design, event organiser and public relations.

KEY CLIENTS: Inditex Group, Ooredoo, Mindshare, Fujifilm, Pluxee

Moonbox

Founded: 2010

Heads of company: Aslam Junais hello@moonbox.ae

SERVICES: Branding and strategy, digital marketing services, video production, website and pr services

KEY CLIENTS: Anjum Mall, Imar Group, Chase, Tajchem, Asco Real Estate, FOCP & Roots

MOTAD

Founded: 2018

Head of the Company: Robin Talwar (MD&CEO), Rafat Jamil Siddique (General Manager) jamil@motad.ae www.motad.ae

MOTAD is an integrated advertising agency, established under the aegis of Ambition Group of Companies. We specialise in offering a horde of advertising services for brands across industries.

SERVICES: Brand strategy and communication, creative and design, social, digital, web

KEY CLIENTS: Nikai, Emami Middle East, IFFCO, Jotun, Aster Clinic

MVM & Co

Founded: 2015

Head of Company: Morgan Venison hello@mvm-co.com

Born in 2015 out of a love for communications, we spotted a niche in the market. A personal touch was missing. We set out to create a company that would combine all types of communication together.

SERVICES: Public relations; brand consulting; social media management; content creation

Myriad Global Media Middle East

Founded: Abu Dhabi, 2013; London, 1989

Regional headquarters: Abu Dhabi

Head of company: Jennifer Palmer

Chief creatives: Nick Woolard (film); Tawfik Alsayed (graphics) middle.east@myriadglobalmedia.com www.myriadglobalmedia.com

SERVICES: Film; project documentary; energy sector; animation; high-tech; digital content; creative design; virtual reality; augmented reality

Nomads

Founded: 2013 info.ae@nomadsagency.com www.wearenomads.com

Nomads is a creative consultancy that helps organisations navigate complex change, move through uncharted territories, and thrive.

SERVICES: Business & brand design, experience, product & service design, communication design, production & events

KEY CLIENTS: Johnson & Johnson, Air France, KLM, Airbnb, Hoya Vision Care

Nuja Inc.

Head of company: Manuja Sharma

Headquartered: Dubai, U.A.E create@nujainc.com

Nuja Inc. is a full-service outsourced marketing studio born out of an impatience for growth. Our goals and KPIs are based on your business goals.

SERVICES: Marketing strategy and planning, brand development, content creation, performance marketing, social media management

KEY CLIENTS: SIG, Designsmith, Thorn Lighting, Navitas, FlorenStyle

Head of company: Rémy Abouchakra

Number of staff: 14

+971 4 568 1294

hello@oui.agency www.oui.agency

OUI Agency, a Dubai-based boutique creative agency, is a master in the art of storytelling through branding and digital media. With meticulous attention to detail and a touch of French flair, OUI crafts elevated, compelling narratives that resonate with their audiences.

From branding and design to creative direction and content production for digital media and global 360 campaigns, OUI’s expertise covers the entire storytelling journey, centering around the concept that true luxury lies in simplicity.

At OUI, it’s not just about being noticed - it’s about leaving a lasting impression.

SERVICES: Strategy and consultancy, branding and experience, campaign and concept, production, digital media

KEY CLIENTS: Merex Investment (J1 Beach), H&H Developments (Eden House / Collectional), LVMH (Christian Dior, Guerlain, Tag Heuer), Paris Society, Hermes Middle East

RÉMY ABOUCHAKRA

Founder & CEO, OUI Agency

WHAT ARE THE BIGGEST SHIFTS YOU WITNESSED LAST YEAR?

The advertising industry saw significant shifts due to accelerated digital transformation and new AI-powered tools. Brands, big or small,

INDUSTRY SNAPSHOT

have shifted away from traditional advertising, redirecting investments toward their digital platforms to craft dynamic, engaging and measurable campaigns. Leveraging machine learning and various tools that use AI to gather insights and consumer behaviour has allowed advertisers to tailor and personalise their campaigns more efficiently.

WHAT WILL BE THE MOST NOTABLE CHANGES IN 2024?

AI-based tools have become more accessible to large corporations as much as to consumers. What initially began with the introduction of a handful of tools has rapidly expanded, opening doors to a world of infinite possibilities and accessibility to all. Building on last year’s trends, we anticipate this expansion to accelerate exponentially and, as a result, it will be that much more important for brands to find creative ways to be more visible in an already cluttered landscape.

HOW IS THE ROLE OF YOUR AGENCY CHANGING?

Amid the shifts in the ever-evolving industry, OUI has transitioned from being a traditional creative agency into a creator of storytelling experiences. Despite the industry’s digital

LEADERSHIP PANEL

transformation and the emergence of AI tools, forging human connections has never been more crucial. This is precisely where OUI distinguishes itself. With a commitment to understanding end consumers and crafting meaningful campaigns, OUI’s approach, integrating industry tools and trends, results in personalised and engaging content. To better serve clients, OUI’s service offering has expanded to include comprehensive, integrated strategies aimed at designing immersive brand experiences that resonate across multiple touchpoints, leaving a lasting impression.

HOW ARE CLIENTS’ DEMANDS CHANGING?

As AI-based tools become widely accessible, clients expect even more from their creative agency – they desire partners who are at the forefront of technological innovation, who incorporate AI in their creative strategies to produce highly personalised, targeted campaigns. They demand creativity, innovation and a connection with their target audiences that goes beyond traditional display advertising. At OUI, we craft human-centric campaigns that enrich brand narratives with refined sophistication, in homage to our French flair. We believe that in a world where everyone is talking, the most powerful message is often found in a whisper, not a shout.

Sasha Young Client Service Director

Rémy Abouchakra Founder & CEO

Lina Shatykian Partner & ECD

The Others TV

Founded: 2012

Head of company: Emmanuel Verplancke pascale@theothers.tv emmanuel@theothers.tv

KEY CLIENTS: Expo 2020, Etihad, Sharjah Tourism Authority, Conrad Hotels, W hotels

SERVICES: Creative direction, digital production, branding and design, immersive and interactive design

Percept Gulf

Headquartered: Dubai info@perceptme.com www.perceptme.com

SERVICES: 360-degree brand communication; entertainment; live events and celebrity management; media and IP consultancy and management

Petrikor Solutions

Founded: 2017

Head of the company: Saleem El Deek info@petrikorsolutions.com

Petrikor is a young digital agency born in Lebanon and serving the region.

SERVICES: Social media marketing; search engine marketing; search engine optimisation; branding; web design and development

Pimo

Founded: 1985

Head of company: George Slim georges.slim@pimo.com.lb pimogroup.com

SERVICES: ATL/BTL, Activations, Events, Social Media

KEY CLIENTS: Baroody Bro, Graphics Tree, Fa al Holding, Unilever, ZainTECH

Praxis Advertising

Founded: 1999

Headquartered: Dubai

Head of Company: Amitabh Swarup www.praxisadvertising.com

SERVICES: Advertising; design; branding; social media; retail design

Punch

Founded: 2008

Headquartered: Dubai, UAE brandsthatpunch.com

Punch is a global branding agency specialising in design thinking and brand development with a goal to drive substantial growth for innovative companies.

SERVICES: Brand development, branding for SMEs, communication, graphic and web design, packaging design

KEY CLIENTS: OneTouch, Essity, Malaffi, Landmark Hotels & Suites, Driscoll’s

Radix Media

Founded: 2017

Head of company: Mohan Nambiar

Headquartered: Dubai, UAE info@radixmediamena.com

Our mission is to be a partner in growth for our clients by identifying opportunities, identifying creative solutions and providing best-in-class solutions that deliver maximum efficiency and effectiveness.

SERVICES: Strategy, communication planning, content strategy and creation, social media management, technology partnerships

KEY CLIENTS: ADIB, National Bank of Oman, American Garden, Midea, Toshiba, KRBL

Rain

Founded: 2011

Head of company: Manoj Ammanath

Headquartered: Dubai hello@iheartherain.com

Rain, an independent communications agency in Dubai, has been helping build standout regional brands right from the get-go.

SERVICES: Communication and brand strategy, integrated creative solutions, branding, design, social media management and content creation

KEY CLIENTS: HSBC, ACUVUE, Henkel, Amazon Payment Services, Volkswagen

SELVA by Aleph

Founded: 2023

Head of company: Juan Pablo Suerio

SELVA is a diverse group of communication pros with a focus on business growth through end-to-end technology and content solutions. SELVA’s services range from brand love to pure performance and through deep understanding of the creative industry. The team blends tech expertise and creative craft non-stop.

Serviceplan Group Middle East

Founded: 2010

Chief creative officer: Akhilesh Bagri serviceplan-dubai@house-of-communication.com www.house-of-communication.com/int/en.html

The Dubai-based agency has been delivering Übercreative work since 2010.

SERVICES: Fully integrated 360-approach, business and comms strategy, creative development and abm

KEY CLIENTS: DCT Abu Dhabi, BMW Group, Abdul Latif Jameel Group, Talabat, OQ

Spaceplum

Founded: 2012

Head of company: Bojan Boki Prekovic boki@spaceplum.com

Spaceplum is a creative, advertising and video production agency. With an in-house studio and our own cameras and editing equipment, we can offer competitive content and production executions.

SERVICES: Video production; content creation; advertising; marketing; fairs and events

Type of agency: Integrated Marketing Agency

Founded: 1926

Number of staff: 3,600 across the region

Head of agency: Bassel Kakish, CEO, Publicis Groupe ME&T

Email: mena.inquiry@publicisgroupe.com

Social Handles: Instagram & Facebook: @PublicisGroupeME, LinkedIn: PublicisGroupeME

Website: www.publicisgroupe.com

Services: Publicis Groupe is organised across solution hubs which intersect to provide seamless solutions. Publicis Communications is the creative communications division comprising Leo Burnett, Publicis, Saatchi & Saatchi and MSL. Publicis Media harnesses the power of modern media with brands Spark Foundry, Starcom and Zenith. Publicis Sapient is the digital business transform arm. At the core of the Groupe is Epsilon, delivering personalised experiences at scale.

Awards: Cannes Lion, Lynx, Effies, Loeries, Jay Chiat, LIA Awards, CLIO, AME Awards, D&AD, Cresta, Madstars, Campaign Agency of the Year Awards

Founded in 1926, Publicis Groupe today stands as the foremost communications agency holding group globally. Through the Power of One, we are uniquely positioned to help clients unlock growth through the intersection of data, creativity, media and technology. The Groupe enjoys a thriving presence in the Middle East fuelled by the region’s best talent, world-class agency brands and an enviable portfolio of clients. We are organised across four solution hubs: Publicis Communications, comprised of Leo Burnett, Publicis ME, Saatchi & Saatchi and MSL; Publicis Media, comprised of Digitas, Spark Foundry, Starcom and Zenith, Publicis Sapient, our digital business transformation partner and Epsilon, which lies at the core of the Groupe, providing personalised experiences at scale. The Middle East is headquartered in Dubai, UAE, with a presence in key markets across the region such as Saudi Arabia, Lebanon, Egypt, Jordan and Qatar.

EXECUTIVE LEADERSHIP TEAM LEADERSHIP TEAM

Founded: 1973

Head of company: Nathalie Gevresse, CEO, Publicis Communications, UAE

Number of staff: 85 publicis.com

+971 4 367 6200

mena.inquiry@publicisgroupe.com

Today’s brands compete with new technologies, empowered consumers, shifting public a itudes, brand new contenders and much more. Creating leading strategies and powerful ideas that allow our clients’ brands to become unique, irreplaceable, in control and ahead is our purpose.

At Publicis, we all share a common ambition: help our clients and their brands to be and to remain the leaders they want to be, to “Lead The Change”. Publicis ME, an integral part of Publicis Worldwide, has a network of 330 offices in more than 110 countries. Publicis ME is a part of Publicis Communications, the creative communications division of Publicis Groupe.

SERVICES: Audio-visual production, brand communication, consumer activation, corporate communications, creative advertising, digital and social strategy, social media, strategic planning

KEY CLIENTS: Nestle, Stellantis, Louvre, Pizza Hut, Standard Chartered, House of Pops

AWARDS: Jay Chiat, MENA Effie, Dubai Lynx, New York Festivals, LIA, and Cannes

LEADERSHIP PANEL

Nathalie Gevresse CEO, Publicis Communications, UAE

Adel Baraja CEO, Publicis Communications, KSA

Aunindo Sen Executive Creative Director, UAE

Youssef Naaman CEO, Publicis Communications, Levant & Qatar

Tuki Ghiassi Executive Creative Director, UAE

Malek Ghorayeb Chief Creative Officer, Publicis Communications, Levant & Qatar

Khaled AbouNader Chief Product Officer, Publicis Groupe ME&T

Jennifer Fischer Chief Innovation & Growth Officer, Publicis Groupe ME

Tahaab Rais Chief Strategy Officer, Publicis Groupe ME&T

Bassel Kakish CEO, Publicis Groupe ME&T

Houda Samir Chief Financial Officer, Publicis Groupe ME&T

Bashar Abdulkarim Chief Talent Transformation Officer, Publicis Groupe ME&T

Sputnik Floyd

Founded: 2018

Head of company: Patrick Honein info@sputnikfloyd.com

Sputnik Floyd is a full-service, future-oriented marketing agency with offices in Berlin and Dubai.

SERVICES: Integrated campaigns, media planning and buying, brand strategy and corporate identity, blockchain, AR and VR gaming and programming

Tara Media

Founded: 2020

Head of Company: Mohammad Saeed Harib khalid@taramedia.ae www.taramedia.ae

SERVICES: IP creation; creative consultations; events and activations; music and video production; licensing and merchandising; marketing and advertising services

The Creative 9

Founded: 2014

Head of company: Ms Rola Ghotmeh

Headquartered: Beirut, Lebanon / Dubai, UAE info@thecreative9.com

The Creative 9 is an integrated advertising agency with operations in Beirut and Dubai.

SERVICES: Advertising, branding, content creation, 360 campaigns, planning

The Tribe

Founded: 2006

Headquartered: Dubai business@thetribe.com

We are a creative tribe. A tribe that wants to make great work, to craft fantastic experiences that delight people and drive business.

SERVICES: Branding, campaigns, design, social, UI/UX strategy, design and build

Those Social Guys

Founded: 2017

Office: Dubai, UAE.

Ownership: Private

Heads of company: Samuel W. Turner www.thosesocialguys.com hello@thosesocialguys.com sam@thosesocialguys.com

SERVICES: Strategy; content; production; social

Tonic International

Founded: 2004

Headquartered: Dubai, Founders: Arnaud Verchere (head of strategy); Khaled Gadallah (head of Arabic copy) tonic@tonicinternational.com www.tonicinternational.com

SERVICES: Creative solutions to business problems (strategy, branding, advertising, social media)

Vice Creative Services MENA

Founded: 2021

Head of company: Tarek Khalil (Regional MD) carla.dabis@vice.com, tarek.khalil@vice.com

Vice Creative Services Middle East and North Africa for Media plays a vital role in print, events, music, online, television (TV), and feature film activities in Saudi Arabia and internationally. As part of the Vice Media network, the agency contributes to global youth media by producing and licensing content across various platforms. Established to be an integral part of Vice Media, it continues to be pivotal since its inception.

SERVICES: Content Production - digital, audio visual, publications, advertising, and production services

Virtue Worldwide

Founded: 2006

Head of company: Tarek Khalil, Regional Managing Director

Headquartered: New York with offices in Riyadh and Abu Dhabi tarek.khalil@vice.com

Virtue helps brands find an authentic voice at the epicentre of culture.

SERVICES: Consultancy, strategy, creative, production, experiential

VML

Founded: 2024

Head of company: Nassib Boueri - CEO MENA info@vmlmena.com

VML is a leading global creative company, formed from the unification of Wunderman Thompson and VMLY&R.

SERVICES: End-to-end creative solutions, brand experience, customer experience, commerce, marketing measurement and optimisation.

KEY CLIENTS: BAT, Ford, DET Dubai, Microsoft, New Murabba Development

Watermelon

Founded: 2001

Head of company: Madhu Kuttat info@watermelonme.com

We create targeted and creative communication that works.

SERVICES: Corporate identity development; packaging design; point of sale merchandise; master and artwork adaptations; retouching

KEY CLIENTS: Malabar Gold and Diamonds, 4TS Conferences, Iman Developers, TCL, Logicom,

Warriors Truly Fearless

Founded: 2023

Headquartered: Riyadh

Leadership: Walid Soueidi and Fadi Saad www.warriorstrulyfearless.com info@warriorstrulyfearless.com

Warriors Truly Fearless is an independent advertising agency dedicated to delivering bold creative, innovative, smart, and efficient solutions.

SERVICES: Brand and marketing consultancy, brand planning, integrated marketing, corporate communications, content marketing, campaign creation and activation, social, PR, corporate identity and branding, digital marketing

Founded: 2010

Head of company: Raksha Khimji, Managing Director www.teamreddot.com

+971 4 422 8900 info@teamreddot.com

Team Red Dot is a progressive independent media agency that is constantly evolving to meet the rapidly changing media landscape in the region. Our mission is to create work that helps clients win. We pride ourselves in being category distinctive, techforward and outcomes focused when addressing client’s briefs. We win only when we deliver effectiveness to our clients.

SERVICES: Media strategy, media planning and buying (print, OOH, radio and digital), data analytics and modelling, mobile marketing, e-commerce, in-house programmatic and performance marketing

KEY CLIENTS: Etihad Airways, Careem, Tata Group, AvaTrade, Hub71

AWARDS WON: MENA MMA Smarties 2022 winner – Titan Watches: use of revolutionary tech to drive sales of a limited-edition watch during the Qatar Football World Cup, 2022; geo-targeting: gold and real-time marketing: silver

Founded: 1992

Head of company: Nathalie Gevresse, CEO, Publicis Communications UAE

Number of staff: 155 www.saatchi.com

+971 4 367 6270

mena.inquiry@publicisgroupe.com

Saatchi & Saatchi has grown from a start-up advertising agency in London in 1970 to a global creative communications company with 114 offices in 67 countries and over 6,500 employees.

A part of Publicis Communications, the creative communications division of Publicis Groupe, we are a full-service, integrated communications network. We are in the business of getting people to fall in love with our clients’ products and services.

SERVICES: Marketing communications, advertising, social media, digital media, branding

KEY CLIENTS: e& by Etisalat, Beiersdorf, Cadillac, Visa, Mondelez, Canon, Nana, RTA, Mahzooz, Merex, Amazon Prime, Expo City

AWARDS: Cannes Lions, MENA Effies, Dubai Lynx, Madstars, AME Awards, The One Show Awards, Loeries, Jay Chiat, Cresta Awards, WARC Awards, D&AD, Fast Company

LEADERSHIP PANEL

Ahmed Younis Chief Creative Officer, Saatchi & Saatchi KSA

Adel Baraja CEO, Publicis Communications KSA

Nathalie Gevresse CEO, Publicis Communications, UAE

Sebastien Boutebel Chief Creative Officer, UAE

LEADERSHIP PANEL

Prashant Lodaya General Manager

Raksha Khimji Managing Director

Kareem Damien Head – Strategic Partnerships

Aseem Bhandari Head - Media Investments & Partnerships

Ingrid Dsouza Head – People & Culture

Xelement

Founded: 2013

Headquartered: Riyadh

Managing partners: Mazin Al Hassan, Noor Al Hassan, Amro Aboonoq info@xelement.co www.xelement.co

SERVICES: Advertising; marketing; consultancy; creative work

You Experience

Founded: 2013

Number of staff: 55

Offices: Dubai, Beirut, Cairo youexperience.net

+9714 425 5944

WantResults@youexperience.net

YouExperience is an independent brand communications agency with a fearless spirit and a curious lens that’s constantly training its focus on the cultural zeitgeist, emerging technologies, Gen Z and post-millennials. Our audience-first approach combined with piercing strategic insights and data-informed creativity enables us to forge meaningful relationships between brands and people.

SERVICES: Transformational brand strategies; data analytics; cross-media integrated campaigns; digital storytelling; branded activations; shopper marketing; social media management; MR (mixed reality) gaming; e-commerce optimisation; and more

Yellow Branding Consultancy

Founded: 2017

Head of company: Mamta Varerkar hello@welcometoyellow.com

Yellow is a brand management consultancy based in Dubai Design District, which creates, revitalises and manages brands to drive growth and business change. Yellow is a boutique agency that has successfully launched new, innovative brands like CAFU, and has worked with legacy brands like Barakat and Pan Emirates to revitalise them.

SERVICES: Brand strategy and identity development; communication strategy; advertising campaigns; digital creative campaigns; social media services

Zia Creative Network

Founded: 2009

Offices: Dubai, Abu Dhabi and Halifax (Canada)

CEO: Waseem Yakdi

Creative directors: Ahmed Alkhatib; Amir Yakdi (film production) info@zianetwork.com www.zianetwork.com

SERVICES: Advertising and marketing; photography and video production; PR; event management; digital marketing; web design and development

Founded: 2016

Head of company: Nadine Ghossoub

Number of staff: 48 sciencesunshine.com

+9714 514 6130

hello@sciencesunshine.com

Science & Sunshine is a story-driven, fearlessly creative ad agency in Dubai and Riyadh that smells wonderful. We believe passionately in the power of brands and that all good selling is good story-telling. Our philosophy is ‘always never be boring’ , and we try to inject that into our creative product every day.

SERVICES: Integrated creative solutions, social and digital marketing, design and branding, activations and experiential, content planning and creation

KEY CLIENTS: Netflix, Mdlbeast, Red Sea International Film Festival, Pepsico, Stellantis

AWARDS WON: MENA EFFIES - Most Effective Independent Agency of the Year 2023, Dubai Lynx - #3 Independent Agency of the Year 2021

LEADERSHIP PANEL

Nareena Mehra Chief Strategy Officer

Nadine Ghossoub Chief Executive Officer

Ash Chagla Chief Creative Officer

Founded: 2000

Head of company: Reda Raad

Number of staff: 200+ tbwaraad.com

romy.abdelnour@tbwaraad.com (public relations)

dan.leach@tbwaraad.com (new business)

+971 4 425 8888

TBWA\RAAD is The Disruption® Company. We are a disruptive brand experience company that uses trademarked Disruption® methodologies to help businesses address their challenges and achieve transformative growth. We are “always in Beta”, which makes innovation an imperative. That innovation flows bottom up, never the other way around. That’s how we were named one of the Middle East’s Most Innovative Companies by Fast Company for two years in a row in 2023 and 2022.

SERVICES: Integrated marketing communications, strategic brand management, advertising and content creation, digital, social and mobile, public relations

KEY CLIENTS: Abu Dhabi Investment Office, Apple, AWR Rostomani Arabian Automobiles, CNN, Daikin, du, Essence, Gatorade, Henkel, Hilton, Hub71, Infiniti, Injazat, KFC, M42, Max Fashion, Meta, NEOM, Nissan, Pepsico, Pfizer, Philips, RAKBank, Sheikh Shakhbout Medical City (SSMC)/Mayo Clinic, UAE Government Media Office

AWARDS WON: Fast Company Middle East - Most Innovative Companies in Middle East; Fast Company - World’s Most Innovative Companies

LEADERSHIP PANEL

Walid Kanaan Chief Creative Officer

Catherine Bannister Chief Strategy Officer

Salwa El Meniawy Chief Financial Officer

Reda Raad Group CEO

Claudinia Harper Director of People

MEDIA AGENCIES

The Inhouse Agency

Founded: 2023

Head of company: Rasha Hamzeh

Headquartered: UAE admin@theinhouse.agency

The Inhouse Agency revolutionises agency models by pooling skilled professionals and boutique companies from diverse sectors. We serve as an in-house extension for clients, offering specialised teams tailored to any marketing need, with credibility and expertise as our cornerstones.

SERVICES: Cross-channel media strategies, media planning and buying, data analysis and reporting, competitive analysis, brand integration and sponsorship opportunities

KEY CLIENTS: Wisewell, Opensooq, Al Mulla Exchange, Oman Chips, New Media Academy

A Communications

Founded: 2019

Head of company: Alexandra Williams, Owner and CEO

Headquartered: Dubai, United Arab Emirates

A Communications is a 360-marketing agency serving B2B and B2C clients across MENA and Europe. Our mission is to take common KPIs and deliver them uncommonly well. We prioritise quality and offer unique benefits such as regular on-site presence with our clients, direct access to the founder, and an expert management team.

KEY CLIENTS: Gensler, FEDS Drone Powered Solutions, Four Points by Sheraton, Digital Dubai, World Wide Technology

SERVICES: Traditional (Branding, Media Training, Public Relations, Events, and Crisis Communications); Digital (Websites, Social Media, Digital Listening, Advertising and Email Marketing); Rich (Graphic Design, Videography, and Photography)

Aleph (formerly Connect Ads)

Founded: 2001

Head of company: Mohamed Megahed in MENA, Gaston Taratuta Globally

Headquartered: Dubai with offices in KSA, Egypt, UAE & Dubai, Qatar, Iraq and Morocco

Aleph is a network of global digital experts that enables the growth of the digital ecosystem. We connect thousands of advertisers with billions of consumers and create markets for local businesses to grow. Additionally, we build proprietary technologies and Digital Ad Expert, a free platform to provide digital advertising education.

KEY CLIENTS: We work with all local, regional and global agencies in MENAT. Serving more than 3,300 brands and advertisers annually in MENAT and more than 22,000+ around the world.

Aló

Founded: 2014

Heads of company: Dimple Athavale and Sanjay Bhatia dimple@teamalo.com; sanjay@teamalo.com

We are a team of dreamers and innovators. We are not just a workplace, but a vibrant playground where imaginations have no boundaries. We understand that in today’s fast-paced and ever-evolving environment, we need to create relatable and resonating experiences that captivate audiences.

SERVICES: Digital media planning and buying, social media advertising, search engine marketing, media budget management

Amadeus IT Group

Founded: 1987

Head of company: Luis Maroto, CEO

Headquartered: Spain hospitality.support@amadeus.com

Engage profitable audiences at every stage of the buyer›s journey with datadriven advertising campaigns. Be present and prominent on the same channels as qualified travelers and travel sellers.

KEY CLIENTS: Egypt, Etihad, Qatar, Jazeera, Five UAE, EMAAR, Rove

SERVICES: Travel seller media, digital media, metasearch, seo, destinations media

AMC DMCC

Founded: 1988

Headquartered: Jumeirah Lakes Towers, Dubai

Heads of company: Mark Abou Diwan (Managing Director) www.amcuae.com +971 4 457 2125 enquiry@amcuae.com

Mastering the media landscape, MENA and beyond, we offer data-driven media solutions for maximum impact. Leveraging decades of expertise and direct media partnerships, we deliver tactical, value-driven campaigns across conventional and digital channels.

SERVICES: Brand research and audience analysis, media planning and buying, traditional and digital media activations, influencer and experiential marketing

KEY CLIENTS: OMODA UAE, Lotus Cars, INEOS, Mitsubishi, Sorbonne University Abu Dhabi

Founded: 2019

HQ: JLT, Dubai

Heads of company: Timothée Désormeaux, Edouard Daou

Number of staff: 60 https://acquisit.io

+971 (0)4 566 4822 hello@acquisit.io

BMEG ME

Founded: 2021

Head of company: Shekahr Iyer

Offices: Dubai, Mumbai, Delhi, Chennai, Kochi, Hyderabad, Kolkata, Bangalore shekhar.iyer@dailyhunt.me

Bharat Media Group is a 360-degree response driven media planning and buying agency. At BMeG we are actively listening, researching, brainstorming ideas to grow your business. We provide integrated solutions expertise in building business, brand and goodwill.

KEY CLIENTS: MotoGP India, MyG, UrbanGabru, UrbanYog, Utkarsh India Ltd

SERVICES: 360-degree media planning and buying, design and technology integration, brand strategy, creative solutions

Daydreamer

Founded: 2021

Head of company: Christine Abi Assi www.daydreamer.agency christine@daydreamer.agency

We are Daydreamer, a regional media, communications and branding agency, based in Dubai, Kuwait, Jeddah and Beirut, with connections in all Arab markets. We believe in the power of storytelling and the importance of a solid brand identity. Our objective is to assist you in achieving your communication vision, while executing efficient strategies and becoming an extension of your brand.

SERVICES: Public relations; media buying; communications; events; branding

LEADERSHIP PANEL

Acquisit enables companies’s growth by designing and executing data-driven strategies. Since its foundation, Acquisit has collaborated with key industry leaders and high-potential start-ups across the MENA region, enabling them to seize online growth opportunities. Acquisit’s scope covers all levers of growth marketing from traffic generation to revenue optimisation.

SERVICES: Performance marketing, SEO, CRM, conversion rate optimisation, measurement and marketplace management

KEY CLIENTS: L’Oreal Middle East, Birkenstock, almatar, Hub71, Invygo, Astrolabs

AWARDS: Campaign ME Best Performance Marketing Agency in MENA, Google Premier Partner Award in Workplace Excellence EMEA

Edouard Daou

Co-Founder & KSA Managing Partner

Timothée Désormeaux Co-Founder & UAE Managing Partner

Sean Rutherford Head of Business Expansion

Raya Succar UAE Team Manager

Marie Franchaud Marketing Manager

Muhaib Abubaker SEO Manager

Founded: 2018

Head of company: Rizk Naifeh

Number of staff: 42 atccoms.com/ +971 4 425 0355 info@atccoms.com

A complete communications partner, delivering integrated solutions. With a scientific data-centric approach – we deliver strategy, media services, creative, digital, web application development and public relations and events.

SERVICES: Media, creative, PR, social, events

KEY CLIENTS: COP28, MBC Dream, Bahlsen, Federation Internationale de l’Automobile, Al Nabooda

LEADERSHIP PANEL

Hussam ElHage VP Digital

Adel Koushe Finance Director

Rizk Naifeh CEO Pakinam Olama Managing Director

Dina Farid VP Commercial

Joumana Tannous GM of PR & Events

INDUSTRY SNAPSHOT

PAKINAM OLAMA

Managing Director, Around The Clock

WHAT SETS YOU APART AS AN AGENCY?

What truly distinguishes us as an agency is our holistic approach to marketing, where we seamlessly integrate various marketing disciplines to create cohesive, multi-faceted campaigns. We leverage our broad expertise across digital, traditional and emerging channels to craft bespoke strategies that resonate with our clients’ diverse audiences. This integrated marketing solution ensures that every touchpoint in a customer’s journey is thoughtfully considered and optimised, resulting in a more unified and impactful brand experience.

“Agility is our mantra, allowing us to swiftly adapt strategies and campaigns to meet the everchanging needs of our clients and their audiences.”

HOW IS THE ROLE OF YOUR AGENCY CHANGING?

The role of our agency is evolving rapidly in response to the dynamic market landscape. Agility is our mantra, allowing us to swiftly adapt strategies and campaigns to meet the ever-changing needs of our clients and their audiences. By positioning ourselves as an ‘all-inone solution’ we’re not just service providers but strategic partners leading our clients’ marketing efforts. This comprehensive approach, combined with a strong focus on data measurement and continuous optimisation, enables us to consistently reassure our clients of a positive Return On Ad Spend (ROAS), even in the face of unpredictability.

WHAT CHALLENGES DO YOU PREDICT FOR THE YEAR AHEAD?

HOW DID YOUR INDUSTRY CHANGE LAST YEAR?

Last year was transformative for our industry, with significant changes driven by advanced AI integrations and ever-evolving social media algorithms. These shifts have compelled us to rethink metrics of success, moving beyond efficiency to prioritise effectiveness. It’s no longer just about reaching audiences at scale but engaging them meaningfully. As algorithms become more complex, we’ve adapted by developing more sophisticated, data-driven strategies that align closely with user behaviour and preferences, ensuring our campaigns deliver not just reach, but real resonance.

Looking ahead, we anticipate a couple of significant challenges that could reshape the digital landscape. The impending deletion of third-party cookies represents a pivotal shift in how we track user behaviour and personalise experiences online. This, coupled with ongoing changes to social media algorithms, will require us to innovate new methodologies for audience engagement and measurement. Our focus will be on developing privacy-first strategies that respect user consent while maintaining the effectiveness of our campaigns.

HOW WILL TECHNOLOGY AFFECT YOUR INDUSTRY IN 2024?

In 2024, we foresee technology, particularly AI, playing an even more central role in our industry. AI integration is not just about automating tasks or analysing data;

it’s about harnessing this technology to create more personalised, intuitive, and engaging customer experiences. From predictive analytics to natural language processing and machine learning-driven content creation, AI will enable us to push the boundaries of creativity and efficiency, delivering campaigns that are not only targeted but truly resonate on a personal level.

WHAT ARE THE BIGGEST TRENDS CHANGING YOUR INDUSTRY TODAY?

Two of the most significant trends reshaping our industry are the meteoric rise of platforms like TikTok and the ongoing evolution of algorithms across all social media. These trends underscwore the importance of adaptability and innovation in content creation and distribution. TikTok’s growth exemplifies the shift towards short-form, highly engaging content, compelling us to think more creatively and succinctly. Simultaneously, as algorithms prioritise user experience and relevance, our AI-driven strategies enable us to analyse vast datasets, uncover insights, and tailor our approaches to meet these new standards. This ensures our content not only reaches its intended audience but truly engages them.

Founded: 2014

Headquartered: Dubai, United Arab Emirates

Number of staff: 13

+971 4 365 3700 sales.me@zee.com

www. zee.com

ATL Media, a Zee Entertainment company, is the commercial arm of Zee Entertainment and other media networks in the MENA region. It provides comprehensive media advertising services to brands that seamlessly integrate television and digital platforms, employing a holistic 360-degree approach. ATL Media is the exclusive media representative of all Zee and Cartoon Network channels in the region.

SERVICES: Media advertising solutions (TV, digital and cinema), media representation, brand integrations, advertising-funded programmes and content syndication.

KEY CLIENTS: Unilever, P&G, Ferrero, Reckitt Benckiser, and GlaxoSmithKline

LEADERSHIP PANEL

INDUSTRY SNAPSHOT

MEDHAT HOUALLA

Executive Vice President - Ad Sales & Syndication, ATL Media

WHAT WILL BE THE MOST NOTABLE CHANGES IN 2024?

For TV to stay relevant efficiency KPI’s to be on a high drive with TV trading discussions. Guaranteed performance ROI on TV spends will be the opening topic in commercial discussions.

WHAT ARE THE BIGGEST SHIFTS YOUR INDUSTRY WITNESSED LAST YEAR?

Last year has been exceptional: Digital OTT grabbing focus with Platforms shift from SVOD to AVOD with the leadership of NETFLIX.

FAST! The buzz the word in 2023. Channels were lunched with 2 formats:

Streaming Short Format Content, Acquiring AVOD rights.

Thematic Channels, which is content refurbished under genre / theme.

Premium content went live for FTA or AVOD. Local broadcasters acquiring rights for Sports events and offer it free on Linear, AFC on Abu Dhabi Sports. Ramadan premium content available free for viewers across linear and digital, with digital 1st.

Saudi Arabia has always been the major market to focus brand communication on TV. Last Year, we have observed an emphasis on relative local contribution, in contrast a lesser weight towards a Pan Arab or a GCC plan.

Consolidation last year was a driving force in the market with networks consolidating business to enhance market share and build synergies.

Relevance to local audiences will be key with local Production a priority for broadcasters and Platforms to be addressing key markets. Thematic Genres to be secondary.

Digital OTT AVOD advertising to scale up with key drivers: FAST, live sports and premium content accessibility.

Media alliances will be formed to expand the partnership models from product collaborations to commercial and solution contribution. Alliances will be initiated and developed to cater to client needs with a one-plan structure contest of multi solutions and mediums.

HOW IS THE ROLE OF YOUR AGENCY CHANGING?

ATL’s role will focus on delivering efficiencies across verticals and adding value for advertisers. ATL’s role is a multi-dimensional versatile impact. Multiple media solutions in TV, digital, events and cinema.

Multiple regions to deliver across MENA. A unique role ATL plays is addressing Arabs and non-Arabs, and international markets.

Geographical Presence: ATL is open for collaborations in UAE, KSA, EGYPT and MOROCCO.

A main new venture will be live sports, which will be announcing in 2024. One event has kickstarted with ILT20 Live on Zee.

In Short, ATL agency will act as a consultant contributing to achieving client’s KPIs.

HOW ARE CLIENTS’ DEMANDS CHANGING?

Clients are demanding from partners to address and upgrade KPIs taking relevance to the consumer/ viewer as a major component to deliver. Tighten up efficiencies in trading and communications. Plan and offer multi-solution systems with addressable message focus.

Samer El Hajj Sales Director – KSA Market

Fares Khamis Senior Sales Manager –Cartoon Network

Amer El Daouk Ad Sales Senior Director –Arabic Channels (UAE)

Basanth Bhaskaran Ad Sales Director – Asian Channels (UAE)

Rajshree Das Ad Sales Director – Retail Business (UAE)

Ritu Pardasani Senior Ad Sales Manager–Asian Channels (UAE)

Definition

Founded: 2010 (MENA)

Managing director: Adil Elaouad adil@definitionagency.com

Definition is a multi-award-winning agency combining more than 25 years of strategic public relations, digital media, content production and marketing expertise to create a new force in national and international reputation management. Our team includes former national and international print and broadcast journalists, as well as social media, video and content production experts.

SERVICES: PR and reputation management; media relations; research and insights; social media; crisis and issues management

Du Digital Advertising

Founded: 2016

Director of digital advertising: Pinio Nainggolan advertising@du.ae

Telco-breed digital media company that focuses on delivering telco-datadriven campaigns through various inventories and creative services such as chatbots, rich media and games. We are strong in big data analytics for media consumption and consumer behaviour for your media planning and campaign analysis for digital out-of-home.

SERVICES: Digital marketing management; telco-profile-targeted advertising; taxi infotainment screen advertising; IPTV advertising; chatbot for corporate and brands

DViO Digital

Founded: 2017

Headquartered: India

Founder and CEO: Sowmya Iyer

Chief creative: Somabha Nandi manasi@dviodigital.co www.dviodigital.com

SERVICES: Branding and integrated marketing; social media marketing; growth hacking; media buying and planning; business strategy and consultation; website and app development; start-up incubator; campaign management; website traffic optimisation; blogger and influencer marketing

Gamer Agency Middle East

Founded: 2019

Head of company: Hitesh Uchil info@gameragency.com www.gameragencyme.com

The Gamer Agency was born from a passion for gaming. Our team has more than 10 years of experience working with the gaming industry in the Middle East. Gamer Agency specialises in influencer marketing, advertising and events.

SERVICES: Digital advertising; influencer marketing; media buying; events; activations

Garage 366

Founded: 2015

Headquartered: Dubai

Head of company: Ahmad Sabra www.garage366.com

Garage 366, is a unique, award-winning marketing and communication agency, which blends innovative design, unrivalled craftsmanship and technological acumen to create impactful emotional experiences. We specialise in creating solutions and delivering optimised media opportunities for our partners.

SERVICES: Full digital solutions; strategic planning; trade buying; ideation; creative development; content creation/management; videography; photography; web and app development

Iconiction

Founded: 2014

Regional headquarters: Dubai

Founder and CEO: Sebastien Marteau info@iconiction.com www.iconiction.com

SERVICES: Geo-based mobile advertising; du advertising platforms (SMS marketing, Wi-Fi UAE, Dubai Airport Taxis); Handy smartphones (luxury hotels); Chinese shopper advertising; app downloads/preloads|

iMetric Digital

Founded: 2018

Head of company: Saad Sraj

Headquartered: Beirut and Riyadh

iMetric is a full-service agency dedicated to grow brands by combining metrics with innovation and people skills. We build holistic, integrated digital media campaigns that utilie a mix of customized solutions that fit each and every brand.

SERVICES: Digital media planning and buying, data and analytics, SEO and SEM, programmatic advertising, social media management

Incubeta

Founded: 2001; 2022 (MENA)

Regional offices: Dubai, with offices in Riyadh and Jeddah

Managing director MENA: Neal Patel hello-mena@incubeta.com

Incubeta is a digital marketing partner that drives business growth through bespoke Media, Creative, and Technology solutions. Our award-winning approach has resulted in longstanding partnerships with brands in multiple sectors, including retail, travel, finance, entertainment, and more. Our specialist teams find innovative ways to take businesses further, faster.

SERVICES: Creative services including content creation, video production and communication strategy; digital media performance marketing, social media management, SEO, AdTech / martech consulting, global sales partner for Google Marketing Platform

Jellyfish

Founded: 2005

Head of company: Shanil Jagatia (MENA managing director) Dubai@jellyfish.com

Jellyfish is a new kind of marketing performance company for the platform world, where success demands a creative, multi-platform mindset. Our One Jellyfish approach helps brands thrive by navigating, connecting, and harnessing the platforms that drive growth. Working within a unique, global operating system and culture, designed for agile collaboration, we give brands a Platform to Perform.

SERVICES: Media; training; analytics; digital transformation; SEO

Kreata Global Brand Communications

Founded: 2010

Headquartered: Dubai CEO: Deepan Parameswar info@kreataglobal.com www.kreataglobal.com

SERVICES: Digital advertising; digital marketing; content services; social media marketing; web development; performance advertising; search; ATL; BTL; innovative display solutions

Founded: 2004

Regional offices: Dubai, Abu Dhabi, Riyadh, Jeddah, Kuwait, Beirut, Casablanca.

Ownership: Horizon Holdings (51% IPG; 49% Rafic Saadeh)

HORIZON HOLDINGS management: Rafic Saadeh, Executive Chairman; Mazen Jawad, CEO; Joe Jabbour, CFO.

BPN MENA management: Antonio Boulos, President; Carlos Yeghiazarian, General Manager; Bachir Zeidan, Head of Digital.

www.bpnmena.com

+971 4 332 3304

We are an IPG Mediabrands full-service media planning and buying company with a strong network across GCC, MENA and internationally.

Data informs everything we do. We use data and technology to extract actionable insights, and create more intelligent media & business solutions to uncover value & unlock full market potential for our clients. Our agile business model delivers highly effective media and communication solutions, and helps clients solve complex business challenges and discover new business opportunities.

SERVICES: Data management, strategy & business planning; media planning & buying; performance marketing – programmatic, social media, and search; ROI measurement and a ribution modeling - MMM & FFM.

Founded: 2011

Headquartered: Dubai, with branches in Abu Dhabi, Riyadh, Cairo, Bengaluru , Singapore, Shanghai and Tirana

Founder & CEO : Shadi Abdulhadi

Number of staff: 140  www.boopin.com

+971 04 422 5365 info@boopin.com

Boopin is one of the fastest-growing networks in the region, led by a team of more than 140 passionate creators and marketers, each with a desire to tell memorable stories and create exceptional experiences for brands and consumers. Our dedicated channel experts sit as a team, which ensures we not only have a tactical approach toward each channel but also benefit from providing a 360-degree response .

TECH PARTNERS: Google, Meta/Facebook, TikTok, Tealium, Oracle, Amazon and more

SERVICES: Performance marketing, media planning and buying, digital infrastructure, digital transformation and automation, customer data platform facilitation and strategy, Social content management, production, PR, dynamic creative, API integrations, web/ app design and development, SEO, data visualisation

KEY CLIENTS: Abu Dhabi Ports Group, Masdar , Lucid Motors, ADNOC, Department of Culture & Tourism, Al Masaood Automobiles, Baja Food, Al Dar Education, Emirates Islamic Bank, GEMs Education, Government Media Office, IG Group, National Human Rights Institution of the UAE, SHEIN, Xiaomi Mobiles, Ministry of Education

LEADERSHIP PANEL

LEADERSHIP PANEL

Zeena Kurd Head of Social and Comms

Prasad Sawant Head of Perfomance

Shadi Abdulhadi Founder and CEO

Amir Tawaf General Manager, Egypt

Reine Hammoud Business Director

Joy Hoyek PR Director

Antonio Boulos President

Mazen Jawad CEO Horizon Holdings

Carlos Yeghiazarian General Manager

Bachir Zeidan Head of Digital

INDUSTRY SNAPSHOT

RAZMIK KALAIDJIAN

Managing director, Boopin KSA

WHAT ARE THE BIGGEST SHIFTS YOUR INDUSTRY WITNESSED LAST YEAR?

It was more of the same shifts we witnessed in previous years.

More Digital Dominance: The continuous shift towards digital advertising continues to accelerate. More mobile devices, more social media platforms engagement, and more online streaming services.

More Data & AI Talk: clients/agencies increasingly rely on data analytics and machine learning algorithms to target more effectively. This is supporting the personalisation of ads and the effectiveness of delivery.

More Brand Purpose and Values: I still believe consumers are increasingly gravitating towards brands and want to have brand experiences. They want brands aligned with their values, leading to an emphasis on purpose-driven advertising. A brand’s voice makes a difference in this noisy world.

WHAT WILL BE THE MOST NOTABLE CHANGES AND TRENDS IN 2024?

AI-Generated Content: This is a no brainer and already discussed at length in the industry. Clearly with advancements in AI, we will be seeing an increase in AI-generated content. Though it doesn’t necessarily mean that the content solution lies in AI, the tech behind it will certainly allow it to create personalised ads, optimise campaigns, and even generate marketing campaigns.

Personalisation: Though this is not new, the future of advertising lies in personalisation with new tech in place. Algorithms will analyse vast amounts of data too and will progressively get better in tailoring ads, individual preferences, behaviours and demographics. Whether that leads to more effective targeting and higher conversion rates will be the real test.

Audio Advertising: Audio is certainly on the rise. Podcasts, audio streaming platforms and smart speakers and audio advertising could see significant growth. Brands

“The form in which the brand story is told can vary, by platform, by distribution, by data but at the end its role is to tell the brand story”

HOW IS THE ROLE OF YOUR AGENCY CHANGING?

Fundamentally going back to basics, the role of the agency is to build brand stories that create a connection with consumers for the short and long-term. The form in which the brand story is told can vary, by platform, by distribution, by data but at the end its role is to tell the brand story. Data and AI can always create an efficient plan but building a brand story is why agencies exist.

HOW ARE CLIENTS’ DEMANDS CHANGING?

The role of the agency is to build and nurture brands. The client’s demand is the need for growth and results from their marketing campaigns. Clients need their brands/businesses to cut through the noise and clutter that surround us and be recognised by potential customers. Cutting through the noise can be through more reliance on data solutions or by using specialised content by platform but the end result doesn’t change - growth.

WHAT SHOULD CLIENTS DO TO MAKE THE MOST OF THIS YEAR’S OPPORTUNITIES?

Embrace role of data and creativity at the same time. Building a data maturity framework to address the current and future is key for success while also having a creative eye on how to engage with audiences.

WHAT CHALLENGES DO YOU FORESEE THIS YEAR AND HOW WILL YOU TACKLE THEM?

More of the same challenges we faced in 2023 namely tech, and the application of tech in our industry and how that will play out in the future of advertising. In Saudi Arabia, we are experiencing a growth momentum in private and public sectors, so the challenge is being geared towards that growth and keeping up with the acceleration and talent development.

HOW WILL TECHNOLOGY AFFECT YOUR INDUSTRY IN 2024?

It has already affected it and will keep on doing so with data and AI at the heart of everything.

should invest more in creating audio ads and sponsorships to reach audiences who are consuming content through audio channels.

Data-driven Creativity: Reality will hit creative teams on how data will shape creative output, but they will increasingly collaborate with analysts and AI systems to generate data-driven insights that support their creative process. This fusion of bringing science and art together will result in more personalised, relevant and engaging content.

Overall, technology will continue to drive innovation and disruption in the industry, empowering brands to reach audiences more effectively and enabling agencies to deliver exciting content experiences across various digital channels.

Founded: 2010

Head of agency: Ramzy Abouchacra, CEO MENA

Number of staff: 112 www.carat.com

+ 971 4 447 4996

Most recently named a leader amongst global media agencies by Forrester, Carat is consistently ranked the #1 media agency in the world with over 12,000 experts in over 100 countries. Carat delivers an unparalleled capability to unlock real human understanding to connect people and brands by designing powerful and engaging media experiences.

Carat is a dentsu company. Together we are 40,000 people in five continents, across 24 time zones, pioneering and delivering the most effective brand, media and digital communications solutions. We are privileged to work with some of the most storied and innovative brands in the world.

KEY CLIENTS: General Motors, Mastercard, Microsoft, Hungerstation, Ferrero, Kraft Heinz, Standard Chartered Bank, Vodafone

SERVICES OFFERED: Consumer intelligence and data, media strategy, media planning, media buying and investment, performance marketing and commerce, marketing effectiveness, partnerships and innovation

AWARDS: 1 Grand Prix Lynx, 2 Gold Lynx, 5 Bronze Lynx, 1 Gold Effie, 2 Bronze Effies

RAMZY ABOUCHACRA

CEO, Carat MENA

WHAT ARE THE BIGGEST SHIFTS YOUR INDUSTRY WITNESSED LAST YEAR?

Generative AI is the most disruptive technology breakthrough of the last decade. Many advertisers already have or soon will begin engaging with generative AI in their marketing activities. The technology is set to take centre stage in the coming months and years. From search to creativity, to media planning and production, generative AI is set to take media effectiveness to new heights.

WHAT WILL BE THE MOST NOTABLE CHANGES IN 2024?

We’re operating in tighter economic conditions where every dollar spent needs to be justified and every return quantified. This will create a notable shift in the media landscape - I expect to see increased competition between tech platforms as everyone strives to better monetise their services, improving their intelligence and becoming more protective of data in order to step change and differentiate their advertising offerings.

INDUSTRY SNAPSHOT

HOW IS THE ROLE OF YOUR AGENCY CHANGING?

The increasingly efficiency-driven media landscape means agencies also need to adapt, revolutinising the way we plan, measure and buy media. How do we do this? Defining and standardising attention across channels allows us to guide our clients to attention to benefit from new advertising opportunities without over-saturating audiences.

LEADERSHIP PANEL

HOW ARE CLIENTS’ DEMANDS CHANGING?

There is no longer a disconnect between what is good for society and what is good for business – and growth cannot only be defined as immediate financial performance for brands. In this climate, brands expect agencies to be deliver personalisation at scale, brand assurance and more attention – all delivered in the most optimal and efficient way.

WHAT SHOULD CLIENTS DO TO MAKE THE MOST OF THIS YEAR’S OPPORTUNITIES?

Brands need to assess opportunities for new audience value by evaluating potential gains for media, balancing experimental opportunities with transformational opportunities for efficiency and effectiveness.

WHAT CHALLENGES DO YOU FORSEE THIS YEAR AND HOW WILL YOU TACKLE THEM?

The biggest challenge this year is volatility and the need for adaptability in the face of sudden changes. To address this hurdle effectively, prioritising agility is critical — allowing for swift responses to unforeseen shifts in the market. Strategic decisionmaking, informed by the analysis of trends and data, will be instrumental in managing uncertainties. Also, maintaining a proactive stance and persisting in advancing despite the tough environment while embracing flexibility in refining and revising the strategy is vital.

Alistair Burton Head of Data and Partnerships, Carat MENA

Julie Larguier Business Director, Carat KSA

Fiona Black Client Growth Lead, Carat MENA

Bassem Hoss Performance Lead, Carat MENA

Adham Roushdy Managing Director, Carat Egypt

Founded: 1984

Headquartered: Dubai, United Arab Emirates

Head of company: Founder and Group CEO, Mazen Nahawi

Number of staff: 650+ employees

+971 4 356 4100

sales@carma.com

www.carma.com

Expertly helping PR and communications professionals demonstrate the value of their work, we work with both global and local organisations, across a diverse range of industries. We equip PR and communications professionals with the data, insights and context needed to make better informed business decisions.

SERVICES: Media monitoring (online media, social media, print media, broadcast media, newsletters, alerts and executive briefings); PR measurement (media analysis report, PR measurement dashboards, social media analytics); consultancy and market research.

KEY CLIENTS: Aramco, Nissan, Abdul Latif Jameel Group (ALJ), and Saudi Arabia Ministry of Culture

AWARDS: In 2023, we had the distinct honour of being named the winner in 16 categories at The International Association for Measurement and Evaluation of Communication Awards. Among those categories are Large Agency of the Year Award and Most effective planning, research and evaluation in the Middle East & Africas.

INDUSTRY SNAPSHOT

Founder and Group CEO, CARMA MAZEN NAHAWI

WHAT ARE THE BIGGEST SHIFTS YOUR INDUSTRY WITNESSED LAST YEAR?

The rapid adoption of AI provided new opportunities and challenges, enabling more insightful reporting while also creating an increased volume of content impacting brands. While technology advancements hold much promise, misinformation and deepfakes increased, representing a serious threat to brand reputation. At the same time, non-traditional media continued to grow in impact, requiring brands to track a wider array of creators, influencers, and publishers.

WHAT WILL BE THE MOST NOTABLE CHANGES IN 2024?

AI will only grow in significance, changing business, communications, and media in ways we can barely imagine. Agencies and brands will need to evolve at a pace that matches those developments. The ongoing flood of misinformation and disinformation requires a

comprehensive monitoring and remediation strategy. In addition, the Middle East will continue to draw the world’s attention, including in Saudi Arabia as Vision 2030 nears, driving brands to devote greater resources in the region.

HOW IS THE ROLE OF YOUR AGENCY CHANGING?

Clients want expert advice, not simply a trusted partner with all the right data. We are receiving more requests to educate on best practice when it comes to media measurement, reputation management and benchmarking against competitors. Increasingly, clients want to move beyond share of voice to focus on the quality of exposure and how that relates to the overall organisational objectives.

This means that we are providing consultancy, audits, and workshops to not just ‘prove’ what is working within a marcomms strategy, but also to ‘improve’ for future campaigns and initiatives.

HOW ARE CLIENTS’ DEMANDS CHANGING?

There is a huge appetite in the region for insights into the brand’s reputation, leveraging not just media intelligence but also market research. Regional and global brands alike want a more integrated understanding of the messages and messengers that impact their

LEADERSHIP PANEL

businesses. Those who merely gather data won’t succeed. Instead, it is vital to interpret this information to build a strategy that delivers bottom-line results.

The speed at which information travels, especially misinformation, means that clients need insights and reporting to be launched quickly and comprehensively.

Amjad Fakhouri Commercial Director in Saudi Arabia

Sarah Nahawi HR Director

Mazen Nahawi Founder and Group CEO

Alexander Efthymiou MENA Regional Director

Hassan Khatoun Director of Global Marketing & Commercial Development

Sergio Monteiro Chief Technology Officer

Founded: 2000

Head of company: Kareem Monem, CEO, Digitas ME

Number of Staff: 155 digitas.com/en-ae +971 4 367 6400 dubai@digitas.com

Digitas is the region’s first true Marketing Transformation agency, believing in the mantra ‘Your brand is the experience, and the experience is your brand.’ At the core, we harness the power of customer data to drive key business decisions across Media, Brand and Comms, Martech investments and Customer Experience.

TECH PARTNERS: Adobe, Facebook, Optimzely, Google, TikTok, Salesforce, Microsoft, and ContentSquare

SERVICES: Media services; media strategy, planning and buying, programmatic, SEO/CRO, paid social and advanced analytics. Brand services; comm’s and brand strategy, content and social media marketing, creative campaigns, design and brand development. Martech and data services; technology roadmap, customer data strategy, experimentation, marketing automation, personalisation, CRM and CDP’s. Product and customer experiences; CX strategy, research, experience design, loyalty strategy and implementation, commerce and DXP’s

KEY CLIENTS: Haleon, GSK Pharma, McDonald’s, Dubai Tourism, Emaar

AWARDS: Gartner, WARC, Cannes Lions, MENA Effies, Digital MENA Awards

Founded: 2023

Regional lead: Eyad Abdul Khalek

Number of staff: 123 essencemediacom.com/ +971 4 4494750

MENA@essencemediacom.com

EssenceMediacom is GroupM’s newest and largest agency, committed to delivering marketing breakthroughs for brands. It has disrupted the old models across media, creative, innovation and analytics to find new opportunities for advertisers and deliver truly integrated media solutions.

It fuses Essence’s performance, data, analytics and creative technology DNA with MediaCom’s scaled multichannel audience planning and strategic media expertise. As part of WPP and GroupM, we have access to the richest data, most robust benchmarks and most advanced capabilities in the market. This helps us provide comprehensive solutions to all marketing challenges.

SERVICES: Ad tech, analytics, audience research, biddable media, consultancy, content creation, content distribution, data and tech specialist, digital, digital consulting, digital transformation, e-commerce, insights, media buying, media planning and buying, media strategy, mobile, research, SEO, social, sports sponsorship

KEY CLIENTS: Adidas, Bayer, Etisalat, Google, L’Oréal (Egypt), Mars, PlayStation, Qiddiya, Richemont, The Coca-Cola Company, Vodafone

LEADERSHIP PANEL

LEADERSHIP PANEL

Kareem Monem CEO, Digitas ME

Alex Jevons Chief Operations Officer

Mahmoud Nabil General Manager, Egypt

Eyad Abdul Khalek CEO Abdalla Elabd Chief Client & Transformation Officer

Burt Reynolds Chief Data and Technology Officer

Safwan Kanj Managing Director, KSA

Founded: 2013

Offices: Dubai, Beirut, Cairo, Jeddah and Riyadh.

Number of staff: 75+ info@equation-media.com

+971 4 453 7711 www.equation-media.com

The media planning and buying unit of The Network Communication Group. Equation Media’s services are propelled by consumer insights and data analytics as they use a fusion of first-rate research methods, experience and analysis to serve clients and help them create meaningful connections with their audiences. Forming the perfect equation through innovation, experience and performance, the team strives in taking a leap forward as we shift from assumption-based marketing into predictive models and rely on an integrated network to craft the right solution to business needs.

SERVICES: Strategic media planning, integration of online and offline campaigns, social and content planning, media buying, performance marketing, retail transformation and experiential solutions, data analytics and personalised marketing solutions

KEY CLIENTS: GMG, Langnese, Marina Mall, Modon, Dubai Chambers, North West, Aptos, Houri Hearing, BSH, Daher Food, Food Retail, Toshiba, Hisamitsu, Kobayashi, Fossil Watches, Diesel Watches, Michael Kors Watches, Armani Watches, BBAC

Head of Company: Amer El Hajj, CEO

Number of staff: 750+ +97148736700

Email: mena@groupm.com www.groupm.com

GroupM is WPP’s media investment group and the world’s leading media investment company with a mission to shape the ‘next era’ of media where advertising works better for people. The company is responsible for more than $60 billion in annual media investment, as measured by the independent research bureau COMvergence. Through its global agencies Mindshare, Wavemaker, EssenceMediacom, and crosschannel performance (GroupM Nexus), Keyade (Performance Consultancy), data (Choreograph), entertainment (GroupM Motion Entertainment) and investment solutions, GroupM leverages a unique combination of global scale, expertise, and innovation to generate sustained value for clients wherever they do business.

SERVICES & PRODUCTS:

GroupM Nexus - Expert services:

CX, Data & Technology, Paid Search, Paid Social, Programmatic, Commerce, SEO, AdOps, Content & Innovation and Partnerships, Gaming

GroupM Nexus - Media solutions: Advanced TV, Advanced DOOH, Integrated Video, Integrated Display, Integrated Cross Channel, Nexus Creative Solutions | GOAT – Outcome-focused influencer solution, Acceleration - Always-on transformation of marketing organizations, CopilotGroupM Nexus’ AI solution. Keyade – Performance consultancy

LEADERSHIP

LEADERSHIP PANEL

PANEL

Joy Sahyoun General Manager

Roger Sahyoun Chairman

Neha D’souza Senior Media Director

Rita Aoun Head of Finance

Charbel Bou Jawdeh Chief Financial Officer

Amer El Hajj CEO

Patricia Abi Fadel Head of Investments

Nina Hamdan Regional People & Talent Director

Abdalla Adra Head of Buying

Felicity Stokes Head of Marketing and Communications

LeadGen Arabia

Founded: 2021

Headquartered: Riyadh hello@leadgenarabia.com

We prioritise data-driven breakthroughs, marrying creativity with cutting-edge technology and industry best practices to redefine marketing’s essence.

SERVICES: Digital performance marketing, media buying, data & analytics, technology consulting and development, content & partnerships

KEY CLIENTS: Sports For All, Saudi Motorsports Company, Ministry of Sports, Salam Telecom, McCafe

Lemon Adverts

Founded: 2008

Head of media: Mohammed Naheemuddin lemonhq.io media@lemonadverts.com

Lemon is a business growth catalyst helping established brands and enterprises build meaningful, trustworthy relationships with their customers through authentic communications and impactful experiences.

SERVICES: 360 digital marketing, media strategy, media planning and buying, campaign management, organic search, paid search, social ads, performance marketing and programmatic display

Medialinks

Founded: 2019

Headquartered: UAE

Head of company: Zeeshan Sajid Amin hello@themedialinks.com

A top-tier performance marketing agency providing SEO, paid ads management, and mobile app performance marketing services to clients.

SERVICES: Mobile app performance marketing, search engine optimisation(seo), paid ads management

KEY CLIENTS: Fiverr, IGP, Property Finder, Life Pharmacy, Mega Market

Mediam Group by Aleph

Founded: 2021

Head of company: Mathieu Brunier

Headquartered: Headquartered in Dubai with offices across APAC, Part of Aleph Mediam Group specialises in supporting advertisers and agencies in the expert use of Google›s advertising tools. Offering local insights on campaign objectives, they provide ongoing training and comprehensive expertise across Google’s advertising landscape.

Precise Communication

Headquartered: Dubai

Number of staff: 40

Founded: 2005

Heads of company: Gopal Aswani and Ashik Hasim info@tobeprecise.com

Precise Communications is a holistic messaging and digital agency offering solutions developed in-house. Our end goal is simple: bring brands, businesses and consumers together through a holistic and precise approach.

SERVICES: Consultancy; development; digital media buying; digital media marketing; media buying; messaging; SEO; SMS & emailer marketing; social

Reforge Digital

Founded: 2020

Lana@reforgedigital.com

We believe that marketing has the power to connect brands to their purpose.

SERVICES: Marcomms strategies; performance marketing; content development; B2B account-based marketing; SEO

Sandman Consultancy

Head of company: Ajay Mathews ajay.mathews@brand-sol.com aj@sandmanconsultancy.com www.brand-sol.com

SERVICES: Media planning and buying; branding; digital and traditional marketing strategies; packaging; publishing

Sandstorm Digital Worldwide

Founded: 2013

Head of company: Omar Kattan accounts@sandstormdigital.com

We are an award-winning, multilingual performance marketing agency. Our approach is predicated on giving your customers a reason to visit, a reason to purchase, and a reason to return and tell others about their positive brand experience. We are a full-service marketing solution provider and a Google certified partner.

SERVICES: SEO; paid media; PPC; content marketing; digital marketing

Tonic Media

Founded: 2006

Headquartered: Dubai

Founders: Arnaud Verchere; Khaled Gadallah tonic@tonicinternational.com tonicinternational.com

SERVICES: Creative solutions to business problems (strategy, display, social, programmatic, offline)

Warriors Truly Fearless

Founded: 2023

Headquartered: Riyadh

Leadership: Walid Soueidi and Fadi Saad www.warriorstrulyfearless.com info@warriorstrulyfearless.com

SERVICES: Brand and marketing consultancy, brand planning, integrated marketing, corporate communications, content marketing, campaign creation

Watermelon Communications

Founded: 2001

Head of company: Madhu Kuttat info@watermelonme.com

SERVICES: Media planning and buying (digital and offline), public relations and media outreach activities, influencer and social media advertising, experiential marketing, content creation and production

KEY CLIENTS: TCL, ZOHO, CONARES, HLB HAMT, HOTPACK, Hitachi Energy, King’s College Hospital London

Founded: 2005

Head of company: Houda Tohme, CEO

Number of staff: 80 havasme.com

carlos.nadal@havasme.com

+971 4 455 6000

At Havas Media, we invest in media that matters. We understand where to find the most meaningful media using our unique Mx system. We build a media experience (Mx) that connects a brand with their target audience – in the context of where they are, through the content they pay attention to. Because we believe that more meaningful media can help build more meaningful brands.

KEY CLIENTS: Aujan, Kia/Hyundai, British Council, Nakheel, Chalhoub Group, Dolce & Gabbana, JDE, Hermes, Lactalis, Oppo, Aldar, LG, FAB, Meem Bank, Ministry of Culture (KSA), Abukass, Royal Opera House Muscat, Muscat Bay, Audi, VW, Oman Oil

SERVICES: Media strategy, planning and investment (digital and offline), performance, media, e-commerce, data and analytics, research and insights, communications consultancy

AWARDS WON: Cannes Lions (1 GP, 6 awards, #2 Agency MEA); One Show #1 in MEA; D&AD #1 Agency in UAE; Dubai Lynx (#2 Agency, 2 Network, 2 GP); Adfest (Media Agency of the Year, 2 GP); Only agency in the region shortlisted in the Global Effie Best of the Best; WARC MENA Strategy and Awards for Media #1 in MENA; Adweek Media Plan of the Year; Campaign Global AOY #2 Network of the Year MEA; Adstars 1x GP

Founded: 1975

Head of company: Lara Arbid

Number of staff: 250 +971 4 445 4040 info@initiativemena.com

Initiative is a full-service media and communications agency that unlocks business growth for the world’s most ambitious brands. We believe in the power of media to reshape our industry and orchestrate a brand’s entire consumer experience. We do this through fame and flow. Brand fame is built through widespread awareness, recognition and interest among a defined audience and the general population. Customer flow is built through enjoyable, engaging, and seamless experiences across CX, content and media from beginning to end. It connects every step of the customer lifecycle. When brands unite people in culture, they build fame; when brands connect individuals to their unique journeys, they build customer flow.

TECH PARTNERS: Adjust, Kochava, Appsflyer, Zapier, Oracle, Adobe GCP (Google), Datorama, Trello, Google Workspace

SERVICES OFFERED: Digital media strategy and activation, media services, communications planning, interactive media, market research, consulting, sports and entertainment, client advice, communications design, social media, partnerships, performance media, data and tech, commerce

KEY CLIENTS: Amazon, Amazon Prime Video, Miral Destinations, Eisalat by e&, Americana, COTY, Aldar Properties, LEGO, Riyadh Air, IFFCO, Deliveroo, MSD

AWARDS: 12 MENA Effies, 39 MMA Smarties, 1 MENA Digital Award, 4 MENA search Awards, 1 Internationalist, 1 Festival of Media Global

LEADERSHIP PANEL

LEADERSHIP PANEL

Rami Husseini Managing Director, Havas Saudi Arabia

Makram Khater General Manager, Havas Lower Gulf

Karine Barakat General Manager, Havas Egypt

Naveen Chacko Mathews General Manager –Havas Media

Houda Tohme CEO, Havas Media

Dany Naaman CEO

Milad Karam CFO MENAT

Nameer Abou Ismail General Manager KSA

Lara Arbid CEO MENAT

Aaron Wild Chief Client Officer MENAT

Yasmine Hussein General Manager UAE

Nour Saleh General Manager Egypt

Founded: 2005

Head of company: Lara Arbid

Number of staff: 120

www.magnamena.com

+971 4 445 4647

info@magna-global.com

At Magna, our mission is to be the driving force behind our clients’ success by delivering unparalleled media and communication solutions across MENA. Our vision is to redefine industry standards, envisioning a future where businesses thrive through a strategic and innovative mindset.

Guided by our commitment to excellence, our ‘Performance Pathways’ planning framework signifies continuous enrichment and evolution of every aspect of our product – technology, processes and most importantly, our people.

The expertise of our dedicated professionals ensures our clients benefit from cutting-edge solutions that yield tangible results. As part of MCN and globally IPG, we offer an immense value of research, tools and competitive rates, capitalised through our group’s clout and buying power. That’s the Magna difference.

TECH PARTNERS: Adjust, Kochava, Appsflyer, Branch, Zapier, Oracle, Adobe, GCP, Datorama, Flashtalking, Salesforce, Microsoft, Google

SERVICES: Digital and traditional media services, integrated media strategy and activation, communications planning, market research, consulting, social media activation, SEM, programmatic media buying, mobile partnerships, analytics and dashboard, dynamic creative optimisation

KEY CLIENTS: Dubai Holding Group, Dubai Properties, Meraas, Jumeirah, Dubai Parks & Resorts, Global Village, Nahdi Pharmacy, Subway, Baskin Robbins, Banque Saudi Fransi, Twinings, Commercial Bank of Dubai, Bazooka Candies, Hitachi, Canon, Dubai Harbour

LEADERSHIP PANEL

LEADERSHIP PANEL

Founded: 2013

Head of company: Azhar Siddiqui

Number of staff: 40 www.mediaplus.com

+971 4 562 2800; + 971 50 7285420 mediaplus-dubai@house-of-communication.com

We are the world’s leading independent media agency. With around 3,000 employees across 44 locations, we provide concentrated media and data expertise around the world. With offices in Dubai, Abu Dhabi, Jeddah, Riyadh, Cairo and Beirut, we have a strong presence in the Middle East as well as in Europe, North America and Asia.

By leveraging data-driven insights and signals as well as innovative real-time solutions, we intricately interlink media consulting, planning, and implementation to maximise the efficiency of your marketing investments.

As part of Serviceplan Group Middle East, we also offer fully integrated creative and media solutions, all powered by advanced technologies.

KEY CLIENTS: Abdul Latif Jameel Group, Dabur, Bayut-Dubizzle, Bridgestone, Abbott, Mered, OQ

SERVICES: Media strategy and innovation, media planning and buying; media research and insights, advertising technologies, commerce and retail media, performance marketing, programmatic advertising, social media and influencer marketing, branded content and native advertising

AWARDS WON: Independent Agency of The Year 2022, Dubai Lynx

Nameer Abou Ismail General Manager KSA

Karim Masri Head of Digital KSA

Lara Arbid CEO MENA Santadip Roy Managing Director MENA

Sini Baby CFO MENA

Fadi Zeidan Regional Business Director

Azhar Siddiqui Managing Partner

Carol Matta Director of Growth

Charbel Jreijiri General Manager

Founded: 1999

Number of staff: 250+

Regional lead: Samer Majzoub mindshareworld.com

+971 4 454 7444

mena@mindshareworld.com

Mindshare is a global media and marketing services company that operates as a part of GroupM, which is the world’s largest advertising media company. We are a leading global media agency network dedicated to propelling good growth for our clients through precise human intelligence and the intentional use of media. Good growth, characterised by enduring and sustainable business expansion, plays a pivotal role in shaping a be er society and world. Our approach to accelerating growth involves seamlessly integrating media, creative solutions and technology. We prioritise fostering strong customer relationships, amplifying customer voices and implementing realtime activation strategies, all supported by data-driven insights to elicit a robust response. Our team of 10,000 individuals operates across 116 offices in 86 countries.

SERVICES: Communication strategy, media planning and buying, investment strategy and management, adtech and martech consultancy, outcomes marketing, e-commerce, research and insights, data solutions and analytics, social media management and content ideation and creation.

KEY CLIENTS: Abu Dhabi Media Office, Americana Foods, Arab Bank, Du and Virgin Mobile, EVIC, Ferrero (Levant and Morocco), Henkel, Inma Bank, Kuwait Finance House, New Murabba, Property Finder, Public Investment Fund, Qatar Tourism, QNB, Red Sea Global, Rolex

Founded: 2016

Head of company: Mohan Nambiar

Number of staff: 41 www.radixmediamena.com +971 4 560 6100 info@radixmediamena.com

Radix Media MENA specialises in comprehensive media and communication services. We excel in crafting strategies that connect with audiences on multiple platforms. Our expertise spans across digital marketing, content creation and strategic media planning. From impactful media campaigns to content production, we leverage the latest trends and technologies to amplify our brand’s presence. With a commitment to innovation and client success, in 2024 our focus is on regional growth and expansion.

SERVICES: Media strategy, content strategy and optimisation, in-content integration (ICI tech service), media planning and buying, data-driven performance planning, data and digital services, tech and AI solutions, SEO, consumer journey mapping, martech solutions

KEY CLIENTS: ADIB, Midea, Marks & Spencer, National Bank of Oman, Policy Bazaar, Amazon Payment Services, Burjuman Mall, Zoho, Al Nabooda Automobiles, Arada, ACWA Power, LIVA Insurance

LEADERSHIP PANEL

Abdallah Safieddine Managing Director UAE

Samer Majzoub Regional Managing Director MENA

Boutaina Tazi Managing Director Morocco

Ghada Nasr Managing Director Lower Gulf

Darine ElKaissi Managing Director KSA

Hana Khatib Managing Director Levant LEADERSHIP PANEL

Alefiya Kapadia Group Account Director

Mohan Nambiar CEO

Rand Manasra Group Account Manager

Farah Ahmed Senior Copywriter

Ahmad Hussain Head of Creative

Trevor Dsouza Trading Head

Founded:

Headquartered:

2002 UAE

OMD is the world's largest media network with more than 12,000 people working in over 100 countries As the world grows with opportunities, the key is reacting to them, by making better decisions, faster - combining innovation, creativity, empathy and evidence to help them move faster, reach further and take smarter risks every day

Services:

Strategic planning & investment management, performance marketing, data and technology consulting and implementation, analytics and ecommerce transformation/marketplace management.

Contact:

hellouae@omd com | +97144500450

Founded:

2002

Headquartered:

Guided by the ethos ‘Make the Leap’, PHD is renowned for driving disproportionate growth through transformative and creative ideas PHD is one of the most forwardthinking media agencies, challenging convention and breaking new ground in strategic thinking and planning Built on a culture of thought leadership, innovation and creativity, it is one of the world's fastest growing agency networks Globally, PHD has more than 6,000 staff, more than 100 offices worldwide, and is part of Omnicom Media Group

Services:

Contact:

Media planning & buying; strategic planning; data analytics & technology consultants; social & content marketing; SEO; creative services including dynamic creative optimization

info uae@phdmedia com | +97144574570

Founded:

2016

Headquartered:

UAE UAE

Pioneering Growth Velocity, Hearts & Science is designed for clients who want to change their game We are a media solutions partner that goes further to accelerate both business growth and brand momentum As the growth acceleration agency, Hearts & Science achieves the best brand and business results by providing marketers with end -to-end solutions that activate conversions and reduce complexity throughout the consumer journey

Services:

Performance marketing, integrated media planning/buying, e-commerce, marketing science & ROI modeling, digital marketing transformation, business growth acceleration, Martech consultancy/implementation, CRM/ customer experience consultancy & optimization

Contact:

MENA@Hearts-Science com | +97144500450

Ziad

Managing

Rasha Rteil

Type of agency: Digital, Media

Founded: 2000

Number of staff: 200 Regional

Head of agency: Alain Brahamcha, CEO, Spark Foundry ME

Email: culture@sparkfoundryww.com

Phone: +971 4 367 6400

Social Handles: IG @sparkfoundrymena

Website: www.sparkfoundryww.com

Services: Branded Content, Data and Analytics, E-Commerce, Media Consultancy, Planning and Buying

Key Clients: LVMH, Abu Dhabi DCT, Mondelez, Almarai, Majid Al Futtaim, Saudi Aramco, Louvre Abu Dhabi, Kudu, Kayanee, DGDA

Tech Partners: Google, Meta, TikTok

Awards: Effies, MMA Smarties

Spark Foundry is a global media agency brand within Publicis Media, a key division of Publicis Groupe. Spark Foundry’s bold vision harnesses the spirit of a start-up combined with the soul of a powerhouse that melds an entrepreneurial, innovative business approach with the full resources, capabilities and marketplace clout of Publicis Media. With 200 employees across MENA, we leverage the best industry talent to service our clients across the Luxury, Retail, Travel and Tourism, Culture, Banking & FMCG verticals to name a few. Spark Foundry brings HEAT to brands: Higher Engagement, Affinity, and Transactions

Type of agency: Media, performance & marketing consultancy

Founded: 2000

Number of staff: 155 MENA

Head of agency: Ramez Zeineddine, CEO, Starcom ME

Email: ramez.zeineddine@starcomww.com

Phone: +971 4 367 6400

Social Handles: IG: @starcom_mena, LinkedIn: StarcomMENA

Website: www.starcomww.com

Services: Digital & performance marketing solutions, data, CX, CI, Media planning/ buying, measurement, content solutions

Key Clients: NEOM, P&G, Samsung, McDonald’s, Visa, Stellantis, Puig

Tech Partners: Epsilon, Microsoft, Sales force, Google, META, TikTok, Amazon

Awards: Effies, Dubai Lynx, Campaign Agency of the Year, Athar Festival of Creativity

With more than 7,000 employees worldwide and an unmatched global footprint, Starcom provides Human Experiences at scale, offering a seamless coordination and consistency to clients around the world. We put people at the forefront of everything that we do. Through our propriety HX approach, we design Human Experiences that close the gap between what people want and what brands need to grow & thrive. We believe that we combine our deep understanding of people with our unmatched expertise in media, magic happens and experiences get invited in, not filtered out.

LEADERSHIP PANEL

LEADERSHIP PANEL

Tony Wazen CEO, Publicis Media ME

Joyce Hallak Chief Strategy Officer, Publicis Media ME

Elie Milan Chief Performance Officer, Publicis Media ME

Rayan Hajjar Chief Investment Officer, Publicis Media ME

Alain Brahamcha CEO, Spark Foundry ME

Paul Seif Head of Spark Foundry, KSA

Nadine Helal Head of Spark Foundry, Egypt

Tony Wazen CEO,

Joyce

Ramez

Elie

Head office: Dubai (MENA), London (Global) Managing Partner (MENA): Chadi Farhat

Number of staff: 33 www.talonooh.com

+971 4 557 8203 mena@talonooh.com

Talon is a pioneering global independent Out of Home (OOH) media agency delivering strategic, data-driven creative and OOH advertising campaigns. Talon’s Dubai office, established in 2022, is dedicated to creating best-in-class Out of Home through a combination of expertise, best practice, creativity, data and proprietary technology. As your global Out of Home partners, the Talon team in Dubai works to extend campaigns for MENA advertisers globally through the largest planning and buying network, covering 100 markets internationally.

SERVICES: OOH strategy, planning, creative, data and technology

LEADERSHIP PANEL

INTERLACING ONLINE AND OFFLINE IN OUT OF HOME

MANSOUR WEHBE

Client Director, Talon MENA

With technology evolving, as it always has, we’re constantly seeing new ways of how it seamlessly integrates into our physical world. This evolution of blending online and offline experiences offers an exciting opportunity to dominate through digital OOH (DOOH) strategies and experiential activities.

DOOH is facilitating an even bigger role for online to play in the offline world, embracing a future where technology enhances our lives without overshadowing the genuine essence of the tangible world. Looking ahead, we envision a future in which the online world flawlessly operates in the background, enriching our lives with AI and AR across other physical media platforms.

In this era, brands are expected to pioneer the fusion of both worlds’ touchpoints, impeccably creating concise consumer journeys from the smallest to the biggest screen out there, elevating their targeting game and widening their creative imagination.  Brands can delve more into dynamic advertising and its advantages over

traditional/static OOH. Talon’s in-house effectiveness team, sit on a wealth of data, “Talon Benchmarks,” for instance showing the impact of dynamic DOOH led strategies:

There is +15 per cent higher brain response when viewing dynamic ads.

A +48 per cent higher effectiveness versus campaigns that aren’t dynamic.

For brands, DOOH creative must be tailor-made to the format and not the other way around. Each format has distinctive characteristics, and therefore, requires specific creative ideas for smart use for ideal impact on the audience. Copy is important. 60 per cent of DOOH copy is viewed longer than traditional static copy.

For special builds and experiential activities, which can bring online strategies into the real world effectively, there is a +35 per cent higher consideration from audiences. Special built DOOH, such as 3D (anamorphic) attracts +15 per cent more attention as opposed to 2D DOOH.

As technology evolves, so are consumer expectations and attention levels. With Talon as your OOH partner, brands can harness the exciting opportunities that blending online and offline experiences offer, dominating the busy landscape through DOOH strategies and experiential activities.

Mansour Wehbe Client Director, MENA

Rezarta Bytyci Head of Marketing, MENA

Chadi Farhat Managing Partner, MENA

INDUSTRY SNAPSHOT

Founded: 2001

Holding group: Middle East Communication Network (MCN) / Interpublic Group (IPG)

Head of company: Joe Nicolas, CEO, UM MENAT

Number of staff: 460+ +971 4 445 4545

www.umww.com/locations/dubai

UM is part of Mediabrands, the number one media agency group in the region as per RECMA. At UM, we believe in balancing the now and the next to futureproof our clients’ brands and businesses. We’re a media agency fuelled by creativity and innovation, to give our clients a competitive edge in the marketplace.

SERVICES: Consulting; content marketing; data; digital marketing, holistic analytics; influencer management; media buying; media planning; mobile marketing; performance marketing; programmatic; research; search; social; technology solutions

KEY CLIENTS: stc, Emirates, Nespresso, Dyson, Boeing, General Mills, Al Shaya Group, FAB, Hershey’s, Kenvue, McDonald’s, RAK Bank, Sony, Talabat, Vimto, American Garden, Honeywell, Mattel, Supreme Committee for Delivery & Legacy, Orange Egypt, Manga, Byblos Bank, Qatar Foundation, Getir, Hayat, İşbank, Givaudan, Qatar Islamic Bank, MediaMarkt, Dubai Duty Free, ExxonMobil, Palm Hills Development, Qatar Football Association, Vodafone Qatar, Diriyah Season, Al Safi Danone, Dubai Health

AWARDS: #1 Media Agency in the MENA region for 6 years in a row and 2nd highest score globally as per RECMA in 2021; Campaign ME AOTY Awards 2023 - Media Agency of the Year; Effie MENA 2022 (3 Bronze); MMA Smarties Awards 2022 (Agency of the year, 6 Gold, 10 Silver, 5 Bronze); MMA Smarties Awards 2021 (Agency of the year, 10 Gold, 6 Silver, 5 Bronze); Effie MENA 2021 (3 Gold, 3 Silver, 3 Bronze); MENA Search Awards 2020 (2 Gold); MENA Digital Awards 2019 (3 Gold); MMA Smarties Awards 2019 (Agency of the Year, 12 Awards)

JOE NICOLAS

CEO of UM MENAT

WHAT ARE THE BIGGEST SHIFTS YOUR INDUSTRY WITNESSED LAST YEAR?

Last year witnessed significant shifts, notably with 2023 emerging as the year dominated by discussions around foundational and hyped AI. Despite the integration of AI and machine learning into adtech and ad products for years, much of the discussion remained theoretical and only scratched the surface with regards to their implications and transformative potential.

In many respects, the role of AI in 2023 mirrored the buzz surrounding NFTs and the Metaverse in previous years. While everyone discussed it, practical applications remained elusive.

Data continued to be a broadly discussed topic with our clients and partners. Whether it involved planning for a cookieless future, improving audience addressability, or finding new methods to measure media effectiveness, the conversation around data continued to evolve rather than shift.

WHAT WILL BE THE MOST NOTABLE CHANGES IN 2024?

We are seeing signs of a leveling of the playing field in advertising, where there is a genuine

concern that AI and associated automated advertising technology could result in every brand appearing and behaving similarly due to increased homogeneity.

This shift occurs as we move away from insight-driven decision-making towards platform best practice, where black box optimization takes precedence over brand best

LEADERSHIP PANEL

practice. In a world where every travel brand bids the same or every retailer targets the same audience, two challenges arise: brands will struggle to achieve new growth, and consumers will have to choose from a sea of sameness.

In 2024, we are likely to see increased focus on the definition of an individual brand best practice that aims at differentiation and growth.

HOW IS THE ROLE OF YOUR AGENCY CHANGING?

As technology and automation continue to reshape the media landscape, the role of agencies is evolving. While progress has been made, there is an opportunity to further enhance our approach by infusing more creative decision-making into the media process. Looking beyond the binary world of digital and harnessing the collective intelligence of our teams, we are committed to addressing the challenges and leveraging the opportunities presented by platform media automation, all while enhancing the effectiveness of our media strategies.

In recent years, we have made significant investments in learning and development to empower our teams to navigate this evolving landscape. In 2024, we are committed to further enhancing our team capabilities and playing an active role in transitioning our industry into a new and exciting era.

Mohammad Mannaa CEO, KSA

Rasha Karim Managing Director, Egypt

Joe Nicolas CEO, MENAT

James Dutton Chief Product Officer, MENAT

Maya Bou Ajram General Manager, UAE

INDUSTRY SNAPSHOT

Hanan Tabsh Managing Director, Lower Gulf

Regional lead: Marc Ghosn

HQ: Dubai (MENA) and London (Global)

Number of staff: 150 www.wavemakerglobal.com

+971 4 450 7300 dubai@wmglobal.com

Wavemaker is a top-five global media network and is part of GroupM, the world’s largest advertising media company. Wavemaker’s roster of products and services has been built with a single aim – to positively provoke growth for clients and our people through our new operation system consisting of three speeds of growth. As part of GroupM and WPP, we are continually developing our offer to deliver growth in a fastchanging consumer world. Many of our most progressive capabilities are core to clients, including e-commerce, content and precision marketing. Our leading global consultancy has experts to solve any communications challenge, from go-to-market e-commerce strategy to digital transformation.

SERVICES: AI, AR, a ribution modelling, audience data, automation, client growth and development, communication strategy, consultancy, consumer insight, consumer research, content, CRM, data and analytics, e-commerce, econometric modelling, effectiveness and ROI, experiential, influencer relations, insight and communication strategy, inventory solutions, market and audience analytics, precision marketing, product development, production, programmatic, search, SEM, SEO, social media strategy, technology

KEY CLIENTS: Colgate, Darwish Holding, DiDi, Dubai Islamic Bank, Edita, Ford, Friesland Campina, GIG, Honor, Huawei, L’Oréal, MDLBEAST, Nestlé, Netflix, Perfe i Van Melle, RTA, Total, Yahsat

LEADERSHIP PANEL

LEADERSHIP PANEL

Type of agency: Media

Founded: 2005

Number of staff: 250+

Head of agency: Firas El Zein, CEO, Zenith ME

Email: firas.elzein@zenithmedia.com

Phone: +971 4 367 6309

Social Handles: IG: @zenith_mena

Website: www.zenithmedia.com

Services: Digital & Performance Marketing solutions, Data, CX, CI, Media Planning & Buying, Measurement

Key Clients: BMW ME, Nestle MENA, Disney, Bel MENA, Red Bull, Essity, Philip Morris International, Western Union, Reckitt, TikTok, Luxottica, Saudia Airlines, Royal Commission of AlUla, Bank Muscat, Oman Tel, Ooredoo, Pfizer, Meethaq Islamic Banking, Red Bull Mobile

Tech Partners: Epsilon, Microsoft, Salesforce, Google, META, TikTok, Amazon, Adobe, Snap Awards: MENA Effie, Dubai Lynx, Festival of Media, MENA Digital Award, Campaign Agency of the Year

Zenith is the ROI agency, a position we have proudly held true to since 2005. Over the years, we have evolved our definition of ROI, as it has changed with the ever-complicated communications landscape. Powered by our best-in-class proprietary tools and data, our work spans the full spectrum of media communications, from analytics, data & technology to performance marketing, content and superior trading. Our unique way of thinking inspires growth for leading brands across the region and globally. Zenith is a part of Publicis Media, the media division of Publicis Groupe.

Julien Trad Head of Client Servicing

Marc Ghosn Regional Managing Director

Marie Abiad Head of Strategy

Rana Zeidan Regional Business Director

Tony Wazen CEO, Publicis Media ME

Joyce Hallak Chief Strategy Officer, Publicis Media ME

Firas El Zein CEO, Zenith ME

Nael Halabi Head of Zenith, KSA & Kuwait

Elie Milan

Rayan Hajjar Chief

TARIQ AL SHARABI

On 13 February, the UAE marked a significant achievement in its vision for AI development by aiming to become a global leader in AI technology testing and regulation through its strategic partnership with OpenAI. The nation is embracing a role as a hub for pragmatic AI regulation, highlighting a strategic move towards innovation and balancing technological progress with thoughtful oversight.

This bold initiative cements the UAE’s status as a prospective AI epicentre and signals its intent to integrate its technological pursuits with international norms and foster meaningful global partnerships. As the nation advances on this path, it underscores the importance of innovation, bolstered by diverse regulatory frameworks that encourage ethical AI development while ensuring technological advancements benefit society as a whole. In doing so, the UAE aims to catalyse a future where AI technology is groundbreaking and governed by principles promoting safety, privacy, and inclusivity.

20,000

$135.2

1.2 billion Projected

30.1% CAGR

Sora

Press release panic a ack

Recently, Campaign Middle East was on the receiving end of a few press releases sent out and subsequently withdrawn. These caused us all sorts of headaches.

The u-turns were from three separate agencies, but all related to content that hadn’t been cleared internally or been approved by the client. These press release retractions put us in an awkward position. We had carried the press releases on our website, re-written for our audience, and then posted them across our social media channels.

Amid the initial panic from the PR agencies, we were asked to remove the stories. Being asked to take down online stories makes us look like we have made a mistake in our readers’ eyes, when we are the innocent victims. When you click a link to discover a story has been removed, you naturally think the publication has got it wrong. And you lose your readers’ trust.

Yes, Campaign Middle East like all publications, and humans in general, sometimes makes a mistake. But we will quickly correct it, and apologise when it’s our fault.

But when a PR agency demands we entirely remove the story to save them from embarrassment, then we have to start asking questions such as ‘what was wrong with the press release?’ and ‘can we just correct the online story to remove the wrong information?’. Deleting an online article is a drastic step.

We don’t really like being asked to remove online articles, and will always ask questions first. Our preferred option is always to amend the article. And being called multiple times at the weekend to take a story down when we are relaxing and having family time is unacceptable. We purposely haven’t named the PR agencies or the stories involved to save their blushes. When the dust settled, we tried to see things from their point of view, and what led to the press release panic attack.

Many PR folk face pressure to get a press release out specifically on a certain day (for example, Valentine’s Day or International Women’s

PROVOCATIONS

TAHAAB RAIS

MENAT

In a world that spins on accolades and praise, A dance of recognition in life’s grand maze.

Awards, whispers of validation, echo loud, Validating efforts beneath a hopeful shroud.

They’re more than mere metal or glittering gold, A tale of triumph, a narrative told.

Day) to get maximum coverage. A day later and it becomes old news. This is often when problems occur. There can be a delay in getting the client to approve the quotes and sign off on the release. The bigger the company, often the longer the process to get approval. All the time, the clock is ticking to get the press release sent on that given day.

Some over-eager PRs may just hit the send button in anticipation of such approval, only to find out later that the client isn’t happy or wants to change their quotes or the spokesman named.

Campaign Middle East, along with other publications, then finds itself in an awkward position and faces pressure to amend or remove the story. Not an ideal scenario. I spoke to a couple of PR friends and asked them to give me their take. Yes, agencies do make mistakes, like the rest of us. But sometimes clients just change their minds, even after initially giving approval. By then it’s too late and the press release has been distributed far and wide, and the recalls and calls begin.

We are told another issue is when a client works with multiple agencies on a project and they each send out their own press releases without knowledge of what the others are sending. It sometimes gets a bit ugly with “no, it was our work, not theirs”. Our solution - please think carefully before hitting the send button next time. Thanks.

A crazy li le thing called awards

In the symphony of dreams, they compose a note, A testament to resilience, the struggles afloat.

They’re more than metal, more than acclaim, They carve our stories in the hall of fame.

They validate the hours shed in the night, And illuminate the path to our industry’s light.

Awards matter, not for vanity’s sweet embrace, But as beacons of inspiration in the vast space.

They ignite the spirit, a flame that won’t cease, Fueling passion, giving purpose a lease.

And let us not forget the unsung tales,

Hidden gems in the shadows, where humility prevails.

For the truest victories, often unseen, Lie in the journey, the places in between.

Yet, in the spotlight’s glow, humility finds its space,

For awards are but markers, not the sole race.

So, let awards be chapters, not the entire story, A celebration of glory, yes, but also of inventory.

In the tapestry of life, they weave their strand, A reminder that significance is in every brief and in every hand

Chief Strategy Officer at Publicis Groupe,

Etihad Airways...“Clever and opportunistic ” (FH)

Puck... “Powerful means of humanising the brand.” (FH)

Jood…“This campaign is a great philanthropic act.” (RS)

Kinokuniya...“This verges on greenwashing for me.” (FH)

Almarai...“Expect it to yield many emotional outcomes.” (RS)

Private View

RODRIGO SCAPOLAN

Creative Director, TBWA\RAAD

JOOD: LIFE - SAVING OUTDOORS (1)

This campaign is a great philanthropic act. However, as a communication piece, I expected a narrative from the NGO that motivated the donations, but it’s missing. Maybe it would be more creatively impactful if the story came from the billboard company.

KINOKUNIYA: OFFSET BOXSET (2)

A 2.0 version of the lovely and award-winning campaign ‘Time To Read’– makes me excited. However, the first thing that comes to mind is: are we really saving the planet by doing this? Maybe not. But it’s an interesting way to invite people to reflect on their reading habits.

ETIHAD AIRWAYS: BLACK FRIDAY CAMPAIGN (3)

Inviting people to buy their so-desired Black Friday products in different places in the world is a smart way to sell flight tickets. The execution might be perceived as small. Could it be bigger? Maybe. But that’s not the discussion when the client’s problem is solved with a simple and smart media placement.

ALMARAI: MILK EVERYDAY IS THE SMART WAY (4)

Providing consumers with the right tools to create their own content is always a great recipe for good engagement, especially when the content is created by parents for their children. I expect it to yield many emotional outcomes.

PUCK: SELFLESS SHELVES (5)

We’ve seen a lot of campaigns where brands provide space for people to promote their services or products, so I wouldn’t call it an out-of-the-box idea. However, repurposing their own product packaging, labels, and shelf space takes it to another level.

Motivate

Head

FRANCESCA HEDLEY

Brand PR & Communications Manager, Jumeirah Group

JOOD: LIFE - SAVING OUTDOORS (1)

It’s a thin line to tread when leveraging a CSR initiative for self-promotion. There’s no doubt it brought immediate shelter to those displaced. The campaign has purpose and draws a clear connection to the brand with the upcycling of billboards and the collaborative approach with clients is powerful.

KINOKUNIYA: OFFSET BOXSET (2)

The visual branding is distinct and will stand out on store shelves. I find the purpose conflicting – reduce carbon emissions by limiting time on social media so buy new books instead? It neglects that the production of new books contributes to carbon emissions, even if they are FSC Certified. This verges on greenwashing for me.

ETIHAD AIRWAYS: BLACK FRIDAY CAMPAIGN (3)

This is clever, opportunistic and demonstrates how technology can deliver a personalised customer experience. It’s refreshing to see a brand take a new approach to Black Friday sales.

ALMARAI: MILK EVERYDAY IS THE SMART WAY (4)

An aligned brand partnership that has purpose and a value-add component, all while delivering a personalised experience to consumers. The rhyming slogan is playful and undeniably catchy.

PUCK: SELFLESS SHELVES (5)

This campaign is effective through beautiful storytelling that puts five entrepreneurial women at the fore. The use of candid, unfiltered photographs of the women involved is a powerful means of humanising the brand and connecting with the consumer.

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 Chief Commercial Officer Anthony Milne Publisher Nadeem Ahmed Quraishi (nadeem@motivate.ae)

Sales Manager Tarun Gangwani (tarun.gangwani@motivate.ae)

PRODUCTION General Manager S. Sunil Kumar Production Manager Binu Purandaran Production Supervisor Venita Pinto

HAYMARKET MEDIA GROUP Chairman Kevin Costello Managing Director Jane Macken

Jood

Life-Saving Outdoors

Agency: Wunderman

Thompson Morocco

Production House: The Cell Film

Kinokuniya

Offset Boxset

Agency: Saatchi & Saatchi

Executive Creative Director: Gautam Wadher

Etihad Airways

Black Friday Campaign Agency: Impact BBDO

Executive Creative Director: André Nassar

Almarai

Milk everday is the smart way

Production: Anghami

Puck

Selfless Shelves

Agency: FP7 McCann

Media: PHD

PR: Current Global

THIS MONTH’S SOCIAL MEDIA UPDATES

This month brought unexpected updates! videos, and X is turning Spaces into impromp in tech! Let’s dive into the key highlights.

YOUTUBE TIK TOK

Boosts visibility for longer horizontal videos

TikTok, popular for its vertical videos, is now encouraging creators to post horizontal content over a minute long! As a reward, they promise a boost in viewership within 72 hours of posting.

Continues to test shoppable posts

In an attempt to boost its e-commerce efforts, TikTok is testing a feature that makes all posts shoppable by identifying items in videos and guiding viewers to similar products on TikTok Shop.

LINKEDIN

Announces sponsored posts

Sponsored posts are now available for all users, enabling the promotion of articles with a built-in CTA button to boost lead generation by encouraging users to sign up for additional content.

Discontinues “Lookalike Audiences”

In an effort to enhance its ad targeting systems, LinkedIn is discontinuing "Lookalike Audiences," instead recommending advertisers to utilize "Predictive Audiences" and "Audience Expansion."

INSTAGRAM

Tests Reels audio translation

The feature in development would soon allow users to translate their Reels audios through AI-powered dubbing, making videos accessible to a wide range of audiences.

Simplifies stickers creation

Instagram is adding new creative options that enable users to cut out elements from publicly posted still images and reuse them as stickers in Stories and Reels.

SNAPCHAT

Aims to unify user experience

The platform is considering to streamline users' experience by integrating Spotlight and Stories into one feed, potentially offering a cohesive platform for content creators.

Introduces “Share Track Lens”

Developed in collaboration with Shopify, it lets users capture their surroundings on camera while sharing a song, displaying its title, artist name, cover art, and a link to listen on Spotify.

X (TWIT TER)

Expands access to vertical video ads

According to X, over 100M users watch vertical videos daily on the platform, making them a hit! As such, it’s expanding access to vertical video ads for all advertisers within the dedicated video feed.

Adds video functionality to Spaces

X announced the integration of video into its Spaces audio rooms, allowing users to activate their camera during broadcasts. However, it remains to be seen how this will differ from Live streams!

Experiments with new thumbnail option

YouTube is testing a new A/B thumbnail option, allowing creators to upload three thumbnail variations for each video and choose the best performing one.

Integrates Live streams into Shorts feed

Following in the footsteps of TikTok, YouTube has unveiled a new feature that displays Live streams in the Shorts feed, enhancing users' viewing experience and content discovery.

META

Expands its AI ad targeting system

Meta is making its “Advantage” detailed targeting feature available across all campaign objectives and optimization, which will help advertisers improve ads performance.

Launches “Engaged View” attribution option

The new metric aims to enhance video ad performance measurement, providing advertisers with more detailed response reporting and ad insights.

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Appointments

Mawdoo3 Group, the region’s Arabic content publisher and AI developer, appointed LUCA ALLAM as its new Deputy CEO. Allam brings with him extensive experience and expertise in the world of business, marketing and digital media. With over 20 years’ of international and regional experience, of which 13 have been in the region, he has been building and leading effective businesses, most recently as CEO for PHD MENA.

FP7 McCann promoted AMR EL KALAAWY to Regional Managing Director for Saudi Arabia and Bahrain. El Kalaawy was part of FP7 McCann Cairo for 17 years, where he climbed the ranks to the role of Managing Director. His role at the agency began as a Business Unit Leader. Over the years, El Kalaawy also led FP7 McCann Cairo’s largest account. FP7

McCann Cairo has also appointed SONDOS EFFAT as Managing Director. With a 14-year tenure at FP7McCann Cairo, Effat has consistently demonstrated leadership and strategic capabilities.

OMD MENA appointed ZIAD SOUKKARIE as Managing Director for Saudi Arabia. He aims to develop talent, foster team success, enhance client capabilities, and improve market growth. Soukkarie has over 18 years of regional industry experience, mostly in

KSA. Most recently, he was the General Manager of UM KSA. Over the years, he navigated the evolution of the local media market and led the team handling the country’s largest advertiser.

Publicis Groupe Middle East appointed AHMED YOUNIS as its new Chief Creative Officer for Publicis Communications KSA, overseeing Leo Burnett and Saatchi & Saatchi. Recognised as one of the top 10 creative leaders in MENA, he will drive the group’s creative agenda in the Kingdom and foster collaborative teams that deliver work for clients.

Younis has a 25-year journey in creative leadership, digital strategy, and social media marketing. His campaigns have left a significant impact on the advertising landscape in the region.

Create Group appointed SIMON ASHWIN as Managing Director. Ashwin brings a wealth of international integrated marketing expertise to his role as Managing Director of the agency. He honed his career skills across Oceania, APAC, Greater China, the Middle East, and Africa. His expertise spans creative, media, and digital consulting agencies, where he partnered with global brands and government entities, such as Nike, New Balance, Samsung, VW and PepsiCo.

AUNINDO (AUNI) SEN joined Publicis Middle East, part of Publicis Groupe ME, as Executive

Creative Director. He will co-lead the creative department together with Tuki Ghiassi, Executive Creative Director. Sen, an industry veteran with 16 years of experience, rejoined Publicis Groupe ME after two years, having previously worked with Leo Burnett ME as Senior Creative Director.

TBWA\RAAD appointed TONY KAYOUKA as its new Head of Social and Content. In this strategic role, Kayouka will play a key part in advancing the agency’s growth strategy and reinforcing its commitment to delivering creative content. He will lead TBWA\RAAD’s social media initiatives, focusing on crafting narratives and spearheading impactful campaigns. His focus is on adopting authentic approaches and integrating strategies that resonate with the audiences of client brands to build connections.

Cheil MEA appointed CRESSIDA PICKAVANCE as Director of Direct-toConsumer Strategy. Joining from Cheil UK’s leadership team, Pickavance brings a wealth of experience as an e-commerce and digital expert. In her role, she will spearhead strategic initiatives and lead large cross-functional teams across various digital disciplines. With her extensive expertise and track record she will continue to drive innovative and effective digital solutions for its clients.

The Spin

We do love a good ad for a new product. But sometimes we are not always sure what the product does. Take this online ad for example. A sporty-looking woman is perched upon what looks like a portable toilet. Or maybe it’s a seat designed for a post-workout rest. Or could it be a mini washing machine? We still haven’t figured out what it’s for, but at least she’s enjoying it. Customer reviews can be really useful, especially when it comes to books or a hotel, Some are really in-depth, while others are short and sweet. And then there’s this brutally honest example. ‘This game is the worst, I never win!” doesn’t really inspire us to play the game. Surprisingly, this poor review was featured by the game developer itself.

We are looking forward to the new Apple Vision Pro, but this ad doesn’t quite do it for us. Not sure what a crop of curly hair has to do with spatial computing goggles, but we’d prefer to see the product itself. Or perhaps the model was actually wearing the goggles but they just weren’t tall enough to appear on the poster.

We at The Spin are news junkies with a fondness for British media. However, GB News still hasn’t made it onto our list. And with headlines like this one, perhaps you can see why. This headline asks more questions than it answers. We gather it’s about a farm, but we gave up after that.

What better way to find the latest must-reads than a trip to the Emirates Literary Festival? And it seems our book-loving friends have created a new position – chariman. We’re not sure what a chariman actually does,

but we hope it’s a step up from plain old chairman. One author at the festival, Anthony Horowitz, saw the funny side of a typo in his name. (It was changed to Anthiny). He joked it was a compliment being called a thinny, not a fatty.

And how’s this very visual representation of an allergy for, you guessed it, cats. Such allergies are definitely not to be sniffed at, but then again, neither is animal cruelty. Sticking a cat up someone’s nose is not a sneasy thing to do, and painful for you and the poor kitty.

Send us any funny typos and advertising fails you see to justin.harper@motivate.ae

HOW TO FOSTER FEARLESS CREATIVITY AT AN AGENCY

Kate