Campaign Middle East - July 2024

Six Synchronized DOOH Locations Where Luxury Meets Impact

AGENCY

NEW: Brand Experience Agency

Creative Agency

Digital Agency

Events, Experiential and Engagement Agency

Independent Agency of the Year

NEW: Independent Creative Agency of the Year

NEW: Independent Media Agency of the Year

NEW: Independent PR Agency of the Year

Influencer Marketing Agency

Integrated Marketing Agency

Media Agency

Performance Marketing Agency

PR /Communications Agency

Production House of the Year

Social Media Agency of the Year

Start Up Agency

GEOGRAPHY

Best Agency – Egypt

Best Agency – Iraq

Best Agency – Jordan

Best Agency – Lebanon

Best Agency – Oman

Best Agency – Qatar

Best Agency – Saudi Arabia

Best Agency – UAE

PEOPLE, TEAMS & CULTURE

Account Person

Agency/Producer or Team

Arabic Copywriter of the Year

NEW: Best Place to Work

Corporate Comms & Marketing Team or Individual

Creative Leader

Creative Team

Head of Agency

Influencer Management Team

Investments /Trading /Media Buyer of the Year & Team of the Year

Outstanding Woman in Advertising or Media Strategic Leader

Media Planner of the Year & Media Planning Team of the Year

New Business Development Person of the Year & Team of the Year

Talent Management Individual & Team

New platform launches to focus on purpose-driven influencers

A new influencer marketing platform has launched in the UAE.

The platform, Luma, aims to bridge the gap between brands and content creators using authentic storytelling and new technology.

Luma offers two core services: the influencer marketplace and the full-service creator marketing agency. It will provide creators with access to campaigns and events from regional brands, matching them with with relevant opportunities.

It also feature an exclusive agency-focused interface to manage influencer collaborations on behalf of clients. It focuses on purpose driven creators and brands, aiming to be a catalyst for positive change by promoting narratives such as health and wellness, women’s empowerment and entrepreneurship.

Luma says the influencers and creators that are aiming to join the platform will undergo a thorough evaluation process focusing on

content quality, audience demographics and follower base.

This ensures that all creators on the platform can effectively impact audiences in the Middle East while maintaining the authenticity that Luma values.

LauraB, Ola ElSharef, Shef Codes, and Yluna are some names that are already part of the platform.

CEO and Founder Carlos Robles said: “We believe that brands, creators, and everyone involved can

approach content and storytelling from a fresh perspective. Luma will curate unique experiences that ignite creativity and collaboration.”

“Our aim is to partner with creators and brands to push boundaries and create extraordinary content. We now have an opportunity to champion creators who promote positive narratives that impact our society.”

Following the UAE launch, Saudi Arabia is the next step in Luma’s expansion, planned for the end of 2024. By 2025, Luma plans to operate in the rest of the GCC and Egypt.

Influencer practice

In a similar move, MCN recently announced the launch of its own influencer practice, designed to deliver connected creators’ strategy and execution for clients.

As the demand for influencer marketing continues to increase, MCN has decided to scale its influencer capability to all of its agencies and clients across the MENAT region.

In close collaboration with content creators, MCN’s Influencer practice facilitates an integrated approach that elevates the effectiveness and impact of the client campaigns.

From ideation to execution, clients are placed at the centre of the model to facilitate engaging and authentic connections between influencer and brand, ensuring strategic business growth in today’s dynamic digital landscape.

Rami Gholmieh joins in the role of Regional Director – Influencer Marketing and will report to MCN CEO – Ghassan Harfouche.

Dani Richa adds DDB Dubai to leadership

Dani Richa, Chairman and CEO of Impact BBDO Group of Companies, will be now also leading the DDB Dubai alongside Impact BBDO Group of Companies.

The leadership consolidation is part of DDB Dubai’s integration of operations with other Omnicom Group companies in the region. It is a strategic move to promote collaboration among teams.

AL FUTTAIM MADE PERSONAL

Aiming to preserve the culture and strengths, the agency integration will see DDB Dubai maintain its distinct brand identity and continue to steer its operations independently.

DDB’s operations will be focused on transforming business performance for its portfolio of clients.

The Impact BBDO head said: “I believe that creativity is the most powerful force in business and their addition will further strengthen our leadership as the creative powerhouse in the region”.

Following the UAE launch, Saudi Arabia is the next step in luma’s expansion, planned for the end of 2024.

“The Campaign Middle East Agency of the Year Awards 2024 hold a special meaning in our industry”

Marwa Kaabour has been named Chair of judges of the Campaign Middle East Agency of the Year Awards for 2024.

Kaabour, the Group Head of Marketing and Corporate Communication at Al Masaood, will lead the jury panel of top-level in-house marketers in the region. “The Campaign Middle East Agency of the Year Awards 2024 hold a special meaning in our

industry,” she said, reflecting on the impact the awards have on the industry. “They celebrate the relentless pursuit of excellence, creativity, and innovation that drives us forward.”

Kaabour recognised how the AOTY Awards are designed to honour exceptional achievements and motivate the industry to aspire to greater heights. As agencies prepare to submit their entries for this

Built with a strong focus on Saudi Arabia, the campaign takes inspiration from the Arabic word, ‘Tarab’. A word that is impossible to translate directly into English, ‘Tarab’ is meant to convey the unique state of being deeply immersed in music which resonates strongly within Arab culture. As part of the campaign, two videos were launched across social media including Spotify’s KSA focused Instagram account. Both videos show different people being immersed differently in the music. The Instagram account also posted various spin-offs of the main videos, featuring the individual clips of the people to maximise on the campaign.

year’s awards, Kaabour shares advice on what submissions would stand out among competitors.

“For those competing, my advice is to focus on authenticity and impact,” said the international best-selling author. “Show us how your work has made a tangible difference, in terms of business results and also in terms of societal impact.”

“Be bold, be creative, and never shy away from pushing the boundaries of what’s possible. The most successful entries are those that tell a compelling story, resonate deeply with audiences, and leave an indelible mark on the world.”

Entries for the Campaign Middle East Agency of the Year Awards 2024 are now open, with an early-bird deadline of August 1. The standard deadline is Thursday 26 September.

Launched in 2022 with dedicated awards for the Middle East within its Agency of the Year family, the event gets bigger and better each year.

A glittering ceremony takes place in December and are a benchmark of regional excellence rewarding the very best advertising agencies in the region across all the disciplines including creative, digital, media, PR, integrated and social media.

Hosted by Campaign, the awards are well established with winners gaining exposure and new opportunities. This year there are new categories: Brand Experience Agency, Independent Creative Agency of the Year, Independent Media Agency of the Year, Independent PR Agency of the Year, Best Place to Work

Most agency award schemes focus on the work produced – either its creativity or effectiveness. But these awards focus on business success: year on year growth, financial achievements, agency culture, diversity, equity and inclusion, and the people driving this forward.

We’re committed to ensuring that our judging is fair, trustworthy and ethical. We employ PwC to audit our judging process and ensure judges’ decisions are objective and based only on the entry in front of them. And we recruit senior brand marketers to our judging panel each year.

To celebrate the academy’s second graduation ceremony held at University City Hall, this purely audio campaign was conceptualised from a brief that required a music piece that encapsulated the Academy’s pillars of integrity, innovation, collaboration, empathy, agility, and pioneering future education. The music was designed to be ascending, floating, and inspiring, reflecting the positive achievement and shared ideas central to the Academy’s ethos. A variety of audio assets were produced for the ceremony, including walk-ins, walk-outs, underscores, and background music. A catchy sonic logo was crafted, ensuring a comprehensive and memorable sonic experience.

Agency WithFeeling

SPOTIFY TARAB

SHARJAH EDUCATION ACADEMY

“My advice is to focus on authenticity and impact,” said Marwa Kaabour.

Survey says influencers want brand connections over gifts

In its new InfluAnswer Arabia report, Weber Shandwick shared insights related to topics on the minds of MENA’s content creators and how brands can build closer relationships with them.

A majority of influencers in the MENA region said their motivation to create brand content stemmed from the opportunity to build a connection with the brand. Barter agreements or gifting made up only 29 percent of their decision-making.

The report found that other reasons influencers base their decision to attend a brand event depend on their high interest in the topic and the promise of a contentworthy VIP experience. The promise of a barter deal isn’t enough.

The InfluAnswer Report also delves into insights into how influencers view the region, technology, sustainability, their business, and the impact the work has to their position of influence.

Influencers in MENA are becoming more mindful of their role in society and a brand’s values, as well as the brand’s perception in the Arab world, when making collaboration choices.

The risk and reward of artificial intelligence are also on their minds. Over half of influencers in the MENA region say they are either neutral or uncertain about using AI in their

content, but the rest were twice as likely to be positive than negative.

Ziad Hasbani, Regional CEO, Weber Shandwick MENAT, said, “Themes related to real connections, meaningful partnerships, quality collaborations, authentic content, cultural relevance, enhanced transparency, and positive influence emerged frequently in our analysis.”

Regional influencers value their audiences and the content they release on their platforms. With activism a growing trend within the

YOUTH

This campaign was localised for the Middle East market consciously, without taking away its charm. The ad spot offers a revitalising perspective on wellness and rejuvenation in the Middle East. Crafted in partnership with BETC, the campaign reignites the brand’s ‘Live Young’ signature. Directed by acclaimed filmmaker Henry Scholfield, the film follows an intrepid explorer who travels across the Alps in search of the Mountain of Youth but fails to find it despite thorough investigations. Unbeknownst to him, playful ‘Evianers’ are constantly watching and following him, cleverly camouflaging themselves in the environment.

Impact BBDO wins Global AOTY award for Middle East

Impact BBDO has picked up Gold for the Middle East region in the best network category at the Campaign Global Agency of the Year Awards.

Its ambition in 2023 was not only commercial growth for its own business and people, but also the expansion of the industry in the region. During the year, it broke into the Top 10 Global Agencies ranking in both WARC and World Creative Rankings, a first for the region.

Omnicom Media Group had five reasons to celebrate at the Campaign Global Agency of the Year Awards, which were announced at a live ceremony for the first time.

influencer community in MENA, individuals consider the impact on their personal reputation when considering a brand collaboration.

“MENA’s influencers have some concerns and some suggestions, but they are also proud of their trade, the growing corporate recognition and impact of their industry, and the potential for the future,” said Hasbani, when unveiling the survey at the InfluAnswer Arabia event at the Theatre of Digital Art in Dubai in June.

MG OMD (UK) took home a trio of gongs, including Media Agency of the Year and Agency Leader (Media) for CEO Natalie Bell, while OMD EMEA won Best Network (Europe) and OMD Worldwide scooped the coveted Global Media Network of the Year.

Two other agencies won three awards: New Zealand’s Special, which took Creative Agency of the Year for the second consecutive year; and VCCP (UK), which counted Integrated Marketing Agency of the Year as one of its triumphs.

NESCAFE 3-IN-1 SHOT

The new Nescafe product is a smaller single use packet of the pre-existing instant coffee blend. Both products have the same consumer qualities in terms of taste, aroma and selection of flavors. The only difference between the two products is the size of the components. To put the new product in the spotlight, the creative team at FP7/McCann cleverly directed Nescafe to focus the entire campaign around the product’s smaller size. The video has a consistent theme of comedy, with satirical comparisons made with the new product’s predecessor, ‘Nescafe 3-in-1’.

Use the QR to view this work on Campaign’s website.

Use the QR code to view this work on Campaign’s website.

THE PITCHING PROBLEM

Agencies

and brands give their

One of the most heated topics in the agency world is pitching. While a necessary part of an agency’s work, many feel the process is unfair.

THE PROBLEM

The Request for Proposal (RFP) comes in. Lots of resources are quickly mobilised to work on the pitch. Often the deadline is tight, meaning late nights and lots of stress. The pitch is delivered and in the best case scenario the agency wins the work.

But we often hear stories of it all going quiet afterwards and nothing happens.

perspective to Campaign Middle East editor Justin Harper

No feedback, no announcement of who won the tender and in the worst examples, the ideas pitched are ‘borrowed’ without any form of recognition or payment.

“I personally find the pitching process quite demeaning. Most pitch briefs lack clarity of purpose and transparency regarding the key criteria for selecting one agency over another,” said Mita Srinivasan, founder of communications agency Market Buzz.

“In many cases, the client already knows which agency they want to work with, and the pitch serves merely to gather additional ideas.”

Rishi Talwalker Richard Billington

‘‘IN MANY CASES, THE CLIENT ALREADY KNOWS WHICH AGENCY THEY WANT TO WORK WITH, AND THE PITCH SERVES

TO GATHER IDEAS”

MITA SRINIVASAN

She’s not the only one who feels strongly. Campaign Middle East was contacted by multiple people at agencies who wanted to highlight not only their gripes at the pitching process, but crucially suggest a way forward for the industry.

‘FLAWED AND EXPLOITATIVE’

“The current pitching process, especially in our region, is flawed and often exploitative. It requires significant time and effort, frequently without any guaranteed return,” said Abdul Aziz, the founder and CEO of content marketing agency Cyber Cultr Media.

“The resource-intensive and stressful nature of pitching can drain our team’s creative energy and resources, leaving us overextended and under-compensated.”

As you can imagine, creating a full strategy or 360-campaign requires days

of research, strategising and conceptualising. Some RFPs come with a one-week deadline.

“It’s demoralising when all that effort gets measured against hastily assembled, low-ball bids. When will companies understand that creative marketing is an investment, not a commodity purchase?” said Serge Trad, co-founder of Closed Captions Communication.

“In most cases the client fixates on a hastily pulled together mood video to explain the complexities of the platform and wants that produced the same week and launched across all channels, which is an enormous expenditure of energy especially from the agency,” added Jonathan Hirasawa Ashton, Head of Marketing and Communications at KROHNE, who spent many years on the agency side.

However, Rishi Talwalker, Senior Director – Strategy & Growth at Havas Red, gives a different perspective.

“It’s true that the pitch experience on the whole can be a rollercoaster across the board – but it is also brings out the best work from agencies. The energy and time invested by an agency in the process can result in a creative/communications blueprint for the brand in the years to come.”

THE WAY FORWARD?

While the pitching process persistently remains top of the list of agency complaints, is there a way forward?

“Ask for transparency, clear timelines and feedback to those who are unsuccessful,” advised Justin KerrStevens, CEO at consultancy BLJ Worldwide.

And during the process, Mita Srinivasan recommended: “A point of contact should be available for

clarifications. If a strategy document is required, the client should pay for it, thereby owning it. This payment can be adjusted if the agency wins the pitch.”

Another gripe is when ideas presented during a pitch are “borrowed” and surface elsewhere.

So how does an agency create a winning pitch but protect its best ideas? “I would avoid including all the ideas in the pitch, providing just enough to entice the client to engage in further discussions.

“Ultimately, the final results depend on execution, not just the ideas,” added Srinivasan.

Another option is ask for payment upfront for pitching, rather than the

other way round – being charged a fee to acquire the proposal or a tender bond.

On a positive note, more examples are cropping up of agencies charging a pitch fee or being paid by the client to use their best ideas.

“We have been paid to pitch a few times and these actually resulted in an instant hire. We’ve never asked to be paid (yet), but after a few sour experiences we might consider it,” added Trad.

WALKING AWAY

A recent article in Campaign UK observed a growing trend among UK-based agencies to decline pitches they didn’t feel comfortable with.

Is it a realistic option in the Middle East to walk away from unclear pitches, or when you feel that you are just making up the numbers?

“We’re learning to say no when we don’t feel comfortable with the brief or if the campaign message doesn’t align with our values,” added Trad.

Wassim Amin, Co-Founder and Head of Strategy at TheOtherGuyz, said: “I’d say we turn down 30-40 per cent of the pitch invites we receive every year for various reasons.

“I know other agencies turn down pitches too sometimes and that’s why I believe if we stick together we can make a difference. It plays in everyone’s benefit if we get paid for pitches, for the

Fatima Shaikh Rami Hmadeh Asiya Ali

Abdul Aziz

time and effort we put in every brief.”

Asiya Ali, Managing Director, MKV Digital, has another approach. “We believe in in-person meetings to gain a deeper understanding and generate the best ideas.

“If a client demands 80 hours of your team’s time for a proposal but can’t spare 80 minutes for a meeting, it might be a sign they’re just fishing for free ideas.”

‘GET BETTER’

We felt it important to reach out to brands to hear their side of the story.

Richard Billington, SVP Global Brand and Marketing at Emirates Airline, said: “I have an issue with paying for pitches when the agency presentations have been so disappointing.”

He says this isn’t just from agencies based in Dubai, but also some of the supposedly best agencies from London and New York. This disappointment led Emirates to move more creative work in-house.

“Agencies here are missing out on so much work from the Emirates Group and it’s a struggle for us. My advice: Get

better, then you can ask for whatever you want.”

‘‘MY GOAL IS TO PRODUCE QUALITY WORK AND GATHER THE BEST BRAINS TO SOLVE THE BRIEF NOT TO STRESS AGENCIES”

Passant El-Ghannam, Marketing Director MEA at KraftHeinz, says she treats pitches as the first step into a long-term relationship, paying them a lot of respect.

“Knowing that pitches take a lot from the agency energy I try to make the process as simple and convenient as possible.”

She focuses on being transparent with agencies (usually capping to a maximum of three), clearly outlining the rounds, the timeline and trying to make herself available to answer any questions while the agency is still working on the pitch.

“My goal is to produce quality work and gather the best brains to solve the brief not to stress or assess agencies.”

Carrying on his positive tone, Rishi Talwalker said he has recently experienced a change in the way brands manage the pitching process.

“Over time, pitches for brands that are doing it right, have evolved into interactive processes where the brand representatives are responsive, pitches are structured for agencies to respond to specific tasks and there is an ability to define budgets and (feasible) deadlines at the outset.”

UNSUSTAINABLE

“Imagine asking professionals like surgeons or lawyers to offer their services for free as a sample. It’s not reasonable and doesn’t respect their expertise and effort,” says Rami Hmadeh, Managing Partner, Serviceplan Arabia.

“The same goes for advertising agencies. Expecting them to create work

for free undervalues their creativity and hard work.”

As the managing partner of an independent agency, his takeaway is that “the practice of free pitching is unsustainable and detrimental to the industry.”

Campaign has reached out to the larger agencies and networks, along with major brands to contribute to an industry-wide discussion and possibly a code of conduct.

“Achieving a united front among agencies is challenging due to the fragmented nature of the industry.

“While larger network agencies might be able to collaborate effectively, smaller boutique and specialised agencies often struggle to align with broader processes,” said Fatima Shaikh at Radix Media.

SO WHAT SOLUTIONS DO AGENCIES HAVE?

Serviceplan Arabia’s Hmadeh proposed a Request for Information (RFI) document to gather insights from all interested agencies. Following this,

brands can then shortlist agencies based on their expertise and case studies.

The final steps would involve chemistry meetings and workshops to discuss briefs and objectives, providing a clear indication of the right agency fit for the brand.

Shaikh at Radix Media also likes the idea of chemistry meetings beforehand.

Her advice for brands is to invite only those agencies that can realistically deliver on the project scope.

“Clearly outline the project’s scope and budget from the outset. Request a chemistry meeting to ensure your values and working styles align with the agency.”

Although it’s never an ideal solution, agencies have increasingly begun turning down pitches in recent times.

“While it may seem counterintuitive, turning down pitches can help agencies sustain and grow by preventing the drain on their resources and ensuring they only take on projects that are a good fit,” Shaikh added.

Passant El-Ghannam

Justin Kerr-Stevens

Serge Trad

Marketing in a GenAI World

Accenture Song’s Khurram Hamid asks if CMOs are ready for the biggest disruption in marketing since the internet itself

Always-on, always relevant one-to-one personalised marketing, is how more than 20 years ago I used to sell digital marketing to the brand teams at P&G when I started off my career as a digital marketer there. My goal in those days was to convince brand managers they needed a brand.com to have a basic online presence.

It was a different time Google had just started and there was no social media, a phone was something we used to make calls and the biggest platform at the time was MSN messenger. Agencies had yet to fully understand how to integrate digital into a 360 integrated marketing plan.

I still remember senior leaders asking me who are going to buy Gillette razors and Pampers online? And what was the difference between the intranet and the internet.

Fast forward to 2024 and it feels like I’m in the same place I was over 20 years ago where something big and disruptive is about to happen to marketing....Generative AI.

However a lot has changed, digital marketing is marketing, brands have made major investments in marketing technologies to better understand there customer and digital media is the biggest recipient of advertising spend.

Even with these investments the promise of a truly always-on, always relevant personalised marketing at scale where a brand is there at the right moment with the right message that connects and delivers relevance, is still very much the exception rather than the norm.

This is driven by two factors: Marketers have yet to fully realise the benefits of their marketing tech stack and data platforms to drive insights

and understand more about their customers that feed brand planning and strategy.

The content and creative supply chain does not allow for truly individualised, contextualised delivery at the moment of relevance.

Enter GenAI, where most organisations are now focussed on using GenAI to improve or create new and sophisticated chatbots , the real impact is actually on the content and creative supply chain.

Having recently joined Accenture Song as Managing Director, leading their marketing services business for the Middle East I’m seeing up front how GenAI will totally transform the marketing function and rewire it for relevance. Accenture has invested $3 billion in GenAI and I’m seeing GenAI technologies that will transform customer insights and help brand teams develop new ideas and campaigns based on customer signals, produce content and creative based on customer context , as well as A/B test instantly and change and generate new creative and content at scale.

So what does this mean for brand teams? They will need to now learn prompt, which is the language of how you speak with the AI, the traditional marketing content and creative supply chain will radically change, agencies will need to build new capabilities with GenAI tools to be relevant in this new GenAI world as marketers rewire for relevance and growth and take more control of how they connect with their customers.

CMOs in the region will need to radically reshape and rewire their organisations for GenAI transformation to optimise and realise the ROI on their marketing technologies investment through increased productivity and savings. Transform talent and capability where brand managers will become brand prompt managers leveraging GenAI as a key marketing tool. Ensure GenAI’s responsible and ethical use. Relook at their agency model ensuring that it gives them the agility and innovation they need. Ensure a solid data and analytics platform to build GenAI on top. They will also need to move beyond the GenAI POC faster than they have adopted other technologies in the past and scale faster to truly realise the always on, always relevant one-to-one personalised and now contextualised marketing at scale.

years to reach and one which will reshape the industry and

The biggest impact since the internet on the marketing function has started, we are now moving from marketing in a digital world to marketing in a GenAI world. The holy grail of always-on always relevant marketing is now within reach with GenAI, its been a journey which has taken nearly 20 years to reach and one which will reshape the industry and brand building forever.

By Khurram Hamid – Managing Director, Marketing Services Lead Accenture Song Middle East

“The biggest impact since the internet on the marketing function has started, we are now moving from marketing in a digital world to marketing in a GenAI world”

We are at an inflection point in the communications industry.

The recent boom in Artificial Intelligence (AI) is transforming the sector, ushering in an unfamiliar but exciting era. This technological revolution presents a wealth of opportunities in data, personalisation, and strategising. But it also introduces critical challenges. The winners of this trend will be those who can prepare quickest, act wisely and embrace the change.

Perhaps the biggest opportunity AI offers our industry is the automation of repetitive tasks, freeing up employees to focus on higher value strategic work and innovation. While AI could replace some operational roles, it will at the same time enhance others and create more skilled positions.

Then there’s data. AI-powered tools can analyse vast amounts of data faster than any human, uncovering insights that not only support professionals in decisionmaking, but also inform the counsel they provide. Other areas being transformed are content creation, social media management, media monitoring, and sentiment analysis; AI is streamlining operations across the board.

However, the integration of AI into the communications and advertising spheres is not without its concerns. There are legitimate fears surrounding AI’s potential to perpetuate biases, erode human connection and creativity, and even undermine the veracity and credibility of media if not implemented transparently and ethically.

A balanced approach will be key to harnessing AI’s potential while mitigating its risks. Yes, AI should augment and enhance human capabilities. But it must not replace human judgment. Getting the right

WE NEED TO MOVE FAST

APCO’s Imad Lahad says AI has brought comms and advertising to an inflection point

ethical and regulatory frameworks in place for its integration will decide whether this becomes a tipping point or a turning point for our industry. The industry’s biggest players are investing heavily in ensuring it’s the latter, but many questions remain unanswered. One thing that is certain is that the AI boom will not dissipate any time soon.

As AI becomes increasingly integrated into communications strategies, issues of transparency and trust come to the fore. In fact, trust is going to be one of the most critical currencies in the future for our sector, and maintaining transparency about the use of AI and clearly distinguishing AI-generated content from human-created content is paramount to upholding credibility. This need for ethical AI is universally applicable across the entire industry. Yet in the region, we must contend with some unique challenges.

In the realm of Arabic communications for example, AI presents some distinct challenges due to the complexities of Arabic grammar, dialects, and script. Overcoming these hurdles requires collaboration between AI researchers, linguists, and communications

‘‘ THIS FUTURE MUST BE BALANCED WITH A COMMITMENT TO ETHICS AND TRANSPARENCY”

professionals, as well as access to diverse and representative training data to ensure AI models can accurately process and generate Arabic content.

Looking ahead, the communications and advertising industries will undoubtedly undergo significant transformation as AI technologies continue to evolve and become more accessible. Business leaders must prioritise upskilling and reskilling communications professionals to work with AI and leverage its capabilities effectively.

Ultimately, I believe the deeper integration of AI across workflows and strategies is a vast opportunity. It will enable greater personalisation, automation, and data-driven decisionmaking. I envisage the future of communications as a seamless blend of AI and human creativity, a place where the physical and digital worlds fuse.

However, this future must be balanced with a commitment to ethics and transparency. And we must, in our work, preserve the innate human ability for detecting subtle nuances and appreciating the context and delicate intricacies of scenarios. This will remain vital in providing strategic counsel and creating compelling campaigns.

As the communications and advertising industries wade deeper into this unfamiliar territory, we have at our feet an unprecedented opportunity.

Capturing it will require a responsible mindset, a bold investment of trust, and an unfaltering commitment to ethics.

Above all, it will demand agility, risk taking, and pioneering institutions who are prepared to step forward, move first and move fast.

By Imad Lahad, Managing Director, APCO, Dubai, & Co-Authored with APCO’s Margy AI

In the past year, the interest in AI grew by 223 per cent on Google Trends, and today, this interest is at its highest peak. This is, of course, expected; it’s a big buzz word, but what can it truly do for our marketing landscape? What is the true potential of AI?

We all want a very simple, straightforward answer on how AI will make us better, faster and leaner, but the reality is, there isn’t a simple answer. AI has multiple functions, amazing ones, but they get increasingly better through your creativity when using them.

Let me start with a very cool use case to fuel your imagination.

Did you know you can now ask your digital performance AI dashboard questions? Here’s one, “How much did I spend on TikTok in 2023 on a monthly basis?” and AI will give you the answer. That’s pretty cool but if we ask, “How much did I spend on TikTok in 2023 on a monthly basis and what patterns do you pick up on when it comes to traffic fluctuations to my website?” The insights that you get will shock you. This is where creativity comes in to truly extract the best out of AI.

MAXIMISING AI USABILITY

To maximise AI usability in a structured manner, what we plan for today is around connection, amplification and optimisation. With that, we cover the full spectrum of the marketing journey where it matters to our clients. Our aim is to integrate the end-to-end marketing process for continuous, adaptative improvements.

In April of this year, we announced the integration of Gemini 1.5 Pro with our marketing operating system which is currently connecting more than 35,000 people worldwide and sets a new standard in marketing creativity, personalisation and efficiency. By integrating Google’s knowledge in data analytics, generative AI (gen AI) technology, and cyber security with WPP’s comprehensive marketing expertise, worldwide creative reach, and deep understanding of our clients’ brands, this collaboration will drive a significant advancement in marketing efficiency and effectiveness.

EXPLORING AI UTILITIES

The idea behind AI utility is to ‘revolutionise your work’. It’s all about

‘‘AI IS REAL, THE USE CASES ARE THERE AND IT’S ALL ALREADY HAPPENING”

AI AND ITS MOST VALUABLE UTILITIES... IN PRACTICE, TODAY

GroupM MENA’s Mario Soufia explains how the marketing industry itself is being shaken

amplification. At GroupM, we are paving the way for AI marketing utility, with our AI cutting-edge software, which possesses 197 templates to date to truly make us better, faster, and leaner.

Here are some of our most popular category templates where the average times used per template sits around 5,000 uses:

1. Strategy templates that provide category entry points, cultural trends, SWOT analyses, audience matrix generation, growth loops and more

2. PPC templates such as PPC campaign structure recommendations, competitors’ insights, seasonal insights, positive and negative keywords, and even a PPC training buddy

3. User experience templates that break down audience personas, customer journey maps, landing page UX reviews, and even customer feedback surveys

The list goes on and on with templates that you’d expect across creativity, such as campaign ideas generators, customised content creation for increased granularity, copywriting, translations, and of course, new imagery creation and video creations.

On the optimisations front, we’ve always made an impact for our clients through our deployment of media through AI

optimisations which help us in the context of precision to reach consumers appropriately, learning and generating insights throughout, and consistently generating efficiencies, making advertising better work better for people. Now, with Gemini 1.5 integration, we can have even smarter content optimisation by predicting through AI how well marketing content will perform ahead of campaign activation. This integration accelerates predictions, significantly enhances accuracy, and empowers rationales behind each prediction, ultimately providing superior recommendations for content enhancement.

BEING READY FOR TOMORROW, TODAY

The marketing industry itself is being shaken. Perhaps WPP and GroupM are the ones doing the shaking. We will continue, through AI and other innovative means, to shape the next era of media, putting our clients’ needs at the forefront through connection, amplification and optimisation.

AI is real, the use cases are there and it’s all already happening, daily. More than that, new templates, and new use cases come out every day… usability that we could only dream of a few months ago. So, the question isn’t “how can AI help me today as a marketeer?”; the question should be “How can I today, with my creativity, make the best out of AI?”.

By Mario Soufia, Regional MD - New Business, Content & eGaming at GroupM MENA

THE AI EDGE

Pixis’ Neel Pandaya explains how artificial intelligence is shaping the future of marketing in MENA

From developing technology-infused cities to empowering people in new ways to achieve more across sectors like education, agriculture, communications and so on, the Middle East and North African (MENA) region is experiencing an AI-powered marketing revolution. As an influx of global brands continues to grow and the population gets more diverse, AI in MENA is emerging as the linchpin of cutting-edge strategies, driving campaigns tailored for the local culture and the newly migrated expats, ensuring efficiencies and revenues are accelerated at an unprecedented pace and scale.

AI ON THE FOREFRONT FOR DECODING COMPLEX CONSUMER INSIGHTS

Understanding the MENA consumer, consisting of buyers from a multitude of various backgrounds, has become more complex. But AI driven analytics provides deep insights on these consumer groups, allowing both international and local business to understand new target groups. Predictive analytics and sentiment analysis tools enable marketers to identify new ideal customer profiles, gauge public sentiment, and adjust strategies in real-time. AI algorithms can process social media data, customer reviews, and feedback forms to extract valuable insights. This agility ensures brands showcase relevancy and swiftly respond to market dynamics, positioning themselves ahead of competitors. For instance, Middle East customers tend to choose brands that resonate with their values, such as local sourcing and sustainable practices. This type of sentiment analysis can detect shifts in consumer opinion and choices, allowing brands to proactively address issues or capitalize on positive and emerging trends.

PERSONALISED MESSAGING THROUGH LLMS

Though MENA is becoming a mosaic of multiple cultures, it still requires ad campaigns with personalised messaging specifically curated for the different cultural groups. Local groups tend to be moved more with ads written in their local language and conservative messaging, while expats have a fairly different mindset and require English text. AI-powered creatives provide dense support to the designers and marketers in multiple geographies and languages, significantly enhancing customer experience and operational efficiency. Generally, ad making is a lengthy process that involves strenuous customer research, focus grouping, and testing several iterations of ads with the same message. With AI the time taken to create various ads for a diverse set of audiences is reduced manifold, allowing more room for creative, data-backed campaign ideas to flow which instantly click with the audiences thus fostering increased return on ad spends.

MAXIMISING ADVERTISING EFFICIENCY

AI-led advertising empowers marketers with real-time bidding and A/B testing efficiency, making every marketing dollar count. Advanced AI systems analyse user data to identify the most relevant datasets, determining the best times and

platforms to display ads. This precision is crucial in the MENA market, where reaching the right demographic can make or break a campaign. Companies utilising AI for programmatic advertising have seen a notable improvement in their campaign outcomes, with better engagement and conversion rates. Additionally, AI can help in A/B testing ad creatives, identifying the most effective messages and formats, further refining ad strategies.

DHL Express, the global logistics powerhouse, achieved 35% increase in clickthrough rates and has become four-times more cost-effective upon deploying AI into its ecosystem. Being a global brand to operate at massive scale, streamlining database

‘‘AD MAKING IS A LENGTHY PROCESS THAT INVOLVES STRENUOUS CUSTOMER RESEARCH”

and processes is a humongous task, but with AI, DHL Express not only improved its competency but also continually improved its service quality and overall revenue.

THE ROAD AHEAD

AI adoption in the MENA region is set for rapid growth. According to research, AI could contribute up to $320 billion to the region’s economy by 2030. Investments in digital infrastructure, AI research, and talent development are creating a robust AI ecosystem, poised to capture diverse target markets and gain a competitive advantage in marketing.

AI is not merely a tool but a transformative force reshaping the marketing landscape in the MENA region. As the region continues its digital transformation journey, AI will be pivotal in defining the future of marketing, enabling businesses to excel in a competitive and multicultural environment. For MENA businesses, embracing AI is not just an option—it’s a strategic imperative to lead and innovate in the modern marketing arena.

By Neel Pandya, Chief Executive Officer - EMEA & APAC at Pixis

GARY VAYNERCHUK: “WE STINK AT TODAY”

The advertising industry spends too much time looking to the future and romanticising about the past, he tells Campaign Middle East editor Justin Harper

Marketing guru and entrepreneur Gary Vaynerchuk is not one to mince his words. And with 15 million followers on TikTok and more than 10 million on Instagram, when he talks, people listen.

Gary Vee, as he is more popularly known, took time out from his busy schedule to sit down with Campaign Middle East’s editor Justin Harper for a one-on-one interview.

He has strong opinions on the advertising industry, chief marketing officers (CMOs) and the power of social media among other subjects. First thing on his list was the state of the industry.

“The advertising industry loves to say things like ‘We create culture’ and I always laugh because I do sit in both corporate Madison Avenue marketing, and then I actually do live in popular culture, and advertising is not popular culture.

“You go and talk to any person here and ask them what TV commercial captured them in the last five years, they don’t have an answer. I think the industry has a great identity crisis,

because I do believe we come from the roots of creating culture.

Vee, who was on a whistlestop tour of the Middle East, referenced great ads and slogans in the past including Nike’s Just Do It (1988), Wendy’s Where’s the Beef? (1984) along with memorable mascots and jingles from previous decades.

“These are iconic moments in popular culture. The industry has lost its way. And I think that’s really something the industry has to look itself in the mirror on. Commercials are not penetrating society.”

But he quickly adds: “You know, the funny part about my frustration with our industry is because I love it.”

DAY TRADING ATTENTION

The conversation changes direction and moves to Vee’s favourite topic – the power of social media. He has a new book out called Day Trading Attention, which offers in-depth advice to enhance brands and grow sales using strategies grounded in social media.

It is actually a text book, loaded with case studies, illustrations and graphs spread across 240 pages. Flicking through my copy in the glamorous lobby of The Atlantis Royal on the Palm Jumeirah, I wondered why a maestro of the digital world would write a hardcopy book.

“I could write this book every year without setting up the same argument but the details, I mean, I could write it every day.

“And that’s an interesting thing. It’s a book. I don’t know if it’s a statement though. I do believe that old media still has an element of statement. Magazine covers, a book, being on a billboard, television.

“But the reason I wrote the book is because I know this is how some people learn. I can talk, I can do content, I can do PDFs. There’s a reason books have been around a long time.

“And then the other thing that I think really matters about it is, I believe that the format of a book is one of the most ultimate word-of-mouth vehicles.”

POWER OF SOCIAL MEDIA

His argument in the book, and his callout to the industry, is that a single social media post that goes viral can create more actual awareness than any campaign. And social media is free.

“I think that people either have woken up to what I’ve been screaming about for the last decade, which is that social media matters, or they’re confused as they can’t figure out what’s going wrong, and the answer is social media.

“The other argument I have for the industry right now is we’re infatuated with

tomorrow (AI, metaverse, VR) and we’re romantic about yesterday, the brand positioning and the tagline and the commercial.

“But we stink at today, and today it’s this.”

That’s why he chose the book’s title as attention is being trading daily. “The speed of culture and the speed of attention and the platforms is profound.”

ROLE OF THE CMO

The best-selling author has particularly strong views about CMOs arguing most have a short shelf-life in each role, typically 18 months.

The problem? Vee says it is down to the separation of media and creative. “This has left us in an industry that creates fake reports to justify brand building. I believe that modern CMOs right now are struggling to justify marketing. They can’t explain the results

“Most of them are trained in actual art more than science. Now they’ve got an industry that wants to measure everything and they’re trying to catch up on math and they don’t know how to explain art.”

The solution? Bring media and creative back together again, to make CMOs more accountable to the business.

“But I believe that the biggest issue in the industry right now is that I believe agencies extract value out of clients instead of provide them value. I really believe that.”

If this mismatch is addressed, Vee feels the CMO can play a crucial role in the organisation.

“I think the CMO is more important than the CFO. I just think the CMOs aren’t doing a good job.”

To hammer home his point, the dedication in his new book reads:

This book is dedicated to the 1 percent that make consumer-centric decisions vs

the 99 percent that make decisions based on boardroom politics.

“Yeah, that sums it up pretty much. I believe that most CMOs are not practitioners. But I’m empathetic to them, they have gotten caught up in the corporate jargon, are trying to appease reports instead of consumers.

“But they have no clue what’s going on in social media when it has now become the primary place that brands are built. Period.”

‘‘THE CMO IS MORE IMPORTANT THAN THE CFO. I JUST THINK THE CMOS AREN’T DOING A GOOD JOB”

Ten years ago the advertising guru wrote a book called ‘Jab, Jab, Jab, Right Hook’, one of the first blueprints for social media which identified the need to develop high-quality content that’s adapted to specific platforms.

“For the first time in the history of marketing, the reach is directly correlated to the creative. You’re going be judged by how many views your post gets because the creative is the variable of success. It’s really putting the spotlight on creativity.”

Vee pulls out his phone and shows me some of his many Instagram posts. While a recent one garnered 1.5 million views, another one five days later got just 53,000.

“Do you know how extreme that is? What I just showed you? That is a level of extremity of reach that never existed for the first 13 years pre-TikTokification of social. Almost all my posts would get somewhere between 500,000 and 800,000 views.”

Does this volatility bother the great man, when before he was getting an average of one million views per post?

“I now know what creative actually matters. A lot of my contemporaries are very upset, but I like the merit. I’ve always believed in the merit.”

As for TikTokification – “That’s the new game. The platforms got smart.”

Campaign’s editor Justin Harper with Gary Vee

FROM ALGORITHMS TO AUTHENTICITY

Socialeyez’s Salma Kheir explains why we need to redefine marketing in a human-centric world

The future of marketing and media is shifting dramatically, placing human stories at the core of brand communication. Marketing is evolving beyond simply selling products; it has become an art of connecting with people on a deeper level, understanding their aspirations, and building meaningful relationships. Essentially, marketing is not about the product - it’s about the people behind it.

The era of one-size-fits-all marketing is long gone. Today’s consumers crave personalised experiences tailored to their unique interests and behaviours. Marketers must use data and analytics to create precise, meaningful campaigns that truly resonate with their audience. It’s not enough to highlight product features; the real impact comes from sharing stories that resonate emotionally with your audience. Real testimonials and authentic experiences can illustrate the difference your product or service

makes in people’s lives. These narratives create a vivid picture of value, helping potential customers see themselves benefiting from what you offer.

Understanding your audience’s needs, desires, and needs is crucial. This knowledge allows you to tailor your message in a way that feels personal and relevant. This level of empathy in marketing fosters trust and loyalty, setting your brand apart from the competition. Consumers today are not just looking for products; they are looking for brands that understand them and reflect their values.

HOW DOES AUTHENTICITY BECOME THE SHOWSTOPPER?

Set as the cornerstone of modern marketing – genuine and humble communication ensures you strike the right chord with savvy consumers. Today’s audience can easily spot insincerity and are drawn to brands that reflect their values honestly.

One effective way to enhance your brand’s authenticity is by collaborating with content creators and influencers who share your brand’s values. These partnerships can amplify your awareness and enhance your credibility. By aligning with influencers whose audience resonates with your target demographic, you’re essentially fast-tracking your way to a fanbase that’s already sold on their world. This strategic partnership can slingshot your brand to the forefront, positioning you as a trusted source in the market and accelerating your growth trajectory.

Another powerful tool in the marketer’s arsenal is immersive technology. Augmented Reality (AR) and Virtual Reality (VR) are transforming how consumers interact with brands. These technologies allow for the creation of engaging, interactive experiences that can leave a lasting impression. Imagine a potential customer virtually trying on clothes from your brand or visualising how a piece of furniture would look in their home. These immersive experiences not only capture attention but also provide a better connection to the product.

Social responsibility and sustainability are increasingly important to consumers. Brands that demonstrate a commitment

to these values can build stronger connections with their audience. Highlighting your efforts to reduce environmental impact or support social causes can differentiate your brand and resonate deeply with consumers who share those values.

Storytelling through social media platforms is another effective strategy. Platforms like Instagram, TikTok and YouTube allow brands to share behindthe-scenes looks, customer stories, and live interactions that humanise the brand. Engaging content that showcases the people behind the brand, the creative process and real customer experiences can build a loyal following.

So what should you do?

Keep it real: Be honest about what your brand stands for and what it can offer. Consumers appreciate transparency and are more likely to trust brands that are open and honest.

Keep it authentic: Share real stories and testimonials. Let your customers tell their stories about how your product or service has made a difference in their lives. This not only provides social proof but also makes your brand more relatable.

Keep it relatable: Understand your audience and tailor your messages to their needs and desires. Use language and visuals that resonate with them and make them feel understood and valued.

The future of marketing is about embracing the human element. By focusing on storytelling, understanding your audience, and maintaining authenticity, brands can forge strong, lasting connections. This approach not only drives engagement and loyalty but also sets the stage for sustainable success in an everchanging landscape. Marketing is no longer just about selling products; it’s about building relationships. It’s about connecting with people on a deeper level and making them feel valued. By embracing authenticity and a humancentric approach, brands can stand out in a crowded market and foster lasting success.

By Salma Kheir, business development – marketing manager at Socialeyez

GAMERS,

This data-driven approach allows for the creation of more immersive and customised gaming experiences tailored to individual gamers’ needs and desires. Moreover, AI-powered tools are revolutionising game development processes and the hardware used for gaming. Automated testing and debugging, procedural content generation, and advanced AI character behaviours are streamlining production, reducing costs, and increasing the quality and complexity of games. This efficiency is not only beneficial for developers but also enhances the end-user experience, providing gamers with more sophisticated and engaging content.

“The amount of energy we save, the amount of networking bandwidth we save, the amount of wasted time we save, will be tremendous,” said Huang, the CEO of NVIDIA. “The future is generative … which is why this is a brand new industry. The way we compute is fundamentally different. We created a processor for the generative AI era.”

Beyond efficiency, AI is used for features like real-time ray tracing and AI-powered content creation tools. NVIDIA emphasises that AI works alongside human engineers, not replacing them. This combination has resulted in powerful hardware, and as AI continues to develop, we can expect even more groundbreaking features and capabilities in future NVIDIA products.

BRANDS AND GAMERS

BRANDS AND AI

Power League Gaming’s Mustafa Kannas is ready to usher in a new era of interactive engagement

The gaming industry has long been a dynamic and ever-evolving sector, but recent trends reveal a significant shift in how brands and Artificial Intelligence (AI) are shaping the future for gamers. The integration of AI technologies and the innovative approaches by brands are not just enhancing the gaming experience but are also redefining the broader cultural and economic landscapes of the industry.

Artificial intelligence has emerged as a pivotal force in the gaming industry, influencing everything from user interfaces to personalised gaming experiences. AI-driven analytics are enabling developers to gain deeper insights into player behaviour, preferences, and engagement patterns.

influencers who align with their target demographics. These partnerships often result in authentic and relatable endorsements, driving higher engagement and conversion rates.

“AI is revolutionising the speed and strategies we use to reach gamers in in the MENA region,” says Matthew Pickering, CEO of Power League Gaming. “Our strategic implementation of AI enables us to unlock deep insights into

As the gaming industry grows, brands are recognising the immense potential of reaching the highly engaged and diverse gaming audience. The integration of brands into the gaming ecosystem is evolving beyond traditional sponsorships and advertisements. Today, brands are creating more meaningful and interactive engagements with gamers, significantly aided by AI technologies.

AI enhances the creation of branded digital experiences and strategies by enabling the analysis of vast amounts of data to understand gamer preferences and behaviours. This allows brands to tailor their virtual presence and content more effectively to resonate with gamers. For example, AI can help design branded digital goods and skins that align with current gamer trends and individual player preferences, leading to more personalised and engaging experiences. AI-driven insights ensure these branded experiences are relevant and impactful, thereby enhancing brand visibility and loyalty among a tech-savvy and discerning audience.

Furthermore, AI is playing a significant role in identifying potential influencer partnerships within the gaming sector. Through AI-driven analysis of social media and engagement metrics, brands can pinpoint the most effective

‘‘TODAY, BRANDS ARE CREATING MORE MEANINGFUL AND INTERACTIVE ENGAGEMENTS WITH GAMERS”

MENA gamers’ behaviours, delivering hyper-personalised experiences that build trust and elevate brands to a leadership position in this rapidly evolving market.”

AI AND GAMING

Activision, the powerhouse behind the popular Call of Duty franchise, is taking aim at toxic behaviour with the help of artificial intelligence (AI). It has implemented an AI-powered voice chat moderation system called ToxMod, developed by Modulate. This innovative technology is designed to improve the online gaming experience for Call of Duty players.

ToxMod works in real-time, scanning voice chats for violations of the game’s code of conduct. This includes identifying and flagging instances of hate speech, discriminatory language, harassment, and other forms of negativity. The flagged conversations are then reviewed by human moderators who can take appropriate action.

The synergy between AI and brands are redefining the gaming industry, creating a more personalised, engaging, and dynamic environment for gamers. As AI continues to evolve and brands become more adept at leveraging these technologies, the gaming landscape will undoubtedly witness further transformation. This synergy between technology and strategic brand engagement is paving the way for a future where the gaming experience is not only about entertainment but also about meaningful interactions and community building.

By Mustafa Kannas, Communications manager at PLG

SIMPLIFYING AI FOR SME MARKETING

Webidoo’s Ketaki Banga

shows how to unlock growth opportunities in the Middle East

Small and Medium-sized Enterprises (SMEs) are a dynamic segment of the Middle East economy, contributing to GDP and critical for job creation and innovation. However, despite their importance, SMEs face significant growth challenges while navigating their business in a landscape that is dominated by large enterprises with access to substantial resources and expertise. In the Middle East, these challenges are also intensified by traditional attitudes towards risk and failure, and an extremely diverse target audience. This underscores the increasing importance of leveling the playing field for SMEs by providing customised growth solutions tailored to their needs.

AI plays a vital role here in helping SMEs grow, but keeping up with the everevolving AI landscape for sales and marketing requires know-how and time that SME owners may not have, as they often juggle multiple roles within their business.

While SMEs may know that AI is a game-changer that can redefine their competitive edge, opening doors to new opportunities and wealth creation - much like the internet did decades ago - they often perceive it as being excessively complex and even out of reach. There is a need to provide SMEs with easy-to-use, cost-effective AI tools that will help them unlock this technology’s potential without overwhelming them with a steep learning curve or cost.

In the Middle East, there are several initiatives by the leadership that are pioneering efforts to enable organisations and people to navigate the complexities of AI and emerging technologies. Innovators

‘‘MANY ENTREPRENEURS MANAGE THEIR MARKETING EFFORTS INDEPENDENTLY”

and entrepreneurs, attracted to the region’s dynamic environment, have to understand how they can better support this ambitious yet challenging goal. Martech solutions will be at the forefront of this endeavour - by providing SMEs an easy way to directly apply AI to solve some of their most pressing growth problems.

Many entrepreneurs manage their marketing efforts independently or with small teams. Today’s fast-paced innovation produces more technologies than they can effectively understand and prioritise.

According to our research, a typical SME uses anywhere from five to 15 different SaaS tools to run their business - making it difficult, costly and complicated to keep up. There could be one tool for social media, another for managing reviews and

listings, and others for ad campaigns, website design, ecommerce, CRM, email and SMS marketing, content generation, digital asset management, reputation management and so on. It soon gets too much to manage, resulting in missed opportunities, inefficiencies and a ‘spray and pray’ approach.

Instead of relying on several standalone software products, the process should be geared towards making life simple for SMEs through one, easy-to-use and cost-effective tool - obviously enabled by AI.

At Webidoo, we are developing one such tool that covers most marketing tasks, takes no more than 30 minutes to understand, with a personalised AI assistant trained specifically for marketing, harnessing AI capabilities to automate tasks and empower SMEs to achieve their business objectives more efficiently - even with resource constraints and no prior knowledge of marketing tools. This approach empowers business owners in the Middle East to concentrate on their core operations while leveraging AI for success.

It is important to have a strong emphasis on data-driven decision making and user centric design principles to ensure that future product updates align with the evolving needs of SMEs in the Middle East. By grounding product development in validated research, addressing pain points identified through meticulous market analysis, and leveraging the power of AI including collaborations with the regional AI ecosystem, it is possible to continually evolve to meet regional SMEs’ requirements. They need a product tailored for them, instead of something designed for enterprises or other markets.

Contrary to fear mongering, such applications of AI will not replace people; instead, this will free up limited resources and talent who can then add more value to SMEs. It will create successful businesses that will form the backbone of regional economies. With millions of youth in the Middle East entering the workforce annually, and only a fraction of corporate jobs being created, successful SMEs will be the region’s employment lifeline.

In essence, unlocking the power of AI in marketing for SMEs in the Middle East will equip them with the tools necessary to compete effectively with larger businesses. Such initiatives characterise the transformative potential of AI in equalising access to innovation and supporting SMEs’ growth ambitions. By delivering accessible and integrated marketing solutions, we can lay the groundwork for a more inclusive and vibrant SME ecosystem in the region.

By Ketaki Banga,

CEO and Co-Founder Webidoo MEA

technology becoming super accessible and being labelled independently as AI. This shift has magnified its presence and potential impact, sparking debates on its role and future implications.

NAVIGATING THE BALANCE

As we navigate the future of AI in creativity, it’s essential to strike a balance. Generative AI is not destined to transform our world into a utopia or a dystopia. Instead, it represents a powerful enabler that can significantly impact our industry based on how we choose to use it. The key lies in our responsibility to guide this technology towards positive outcomes. By leveraging AI thoughtfully and ethically, we can harness its potential to enhance creativity and efficiency without losing the human touch that makes our work unique.

DIVING DEEPER INTO GENERATIVE

AI USAGE

Generative AI is redefining the creative process in two main areas: creative efficiency and creative excellence.  Creative efficiency: AI helps us work

were trained on the styles of painters like Van Gogh, and then current climate change data was fed into the system to show the audience how those landscapes have changed beyond recognition and how they will look in the future. What stands out about this campaign is how the team used AI to create a new and unique perspective on climate change. We have become accustomed to seeing futuristic images of our planet’s potential fate, to the point where we have grown somewhat immune to their impact. By showing us the same dire consequences through the lens of iconic paintings brought to life, the campaign strikes a different nerve. The AI-generated images show the gradual deterioration of these famous landscapes, making the impending climate crisis more relatable and poignant. This innovative approach brings the issue to our attention in a fresh and impactful way.

Another notable example is the campaign “Taste the AI” for NESTLÉ La Lechera, created by Publicis Colombia. To celebrate its 100th anniversary in Colombia, La Lechera created neverbefore-seen recipes with unique

GENERATIVE AI: A TOOL FOR TRANSFORMATION OR JUST A TREND?

Publicis Communications’ Ahmed Younis says generative AI will redefine the industry, not destroy it

The industry is buzzing with debate over generative AI’s role. Will it replace our jobs or open up new opportunities? Is it a mere tool or a creative partner? Should we embrace it or resist it? Amidst this whirlwind of opinions, it’s crucial to step back and understand where all this uncertainty stems from. Generative AI didn’t just appear overnight; it has been quietly transforming our work for years.

In fact, Adobe has been using AI and machine learning for a while now in most of its Creative Suite tools. Features like Adobe Sensei have enhanced creative workflows by automating repetitive tasks and suggesting design elements. Similarly, the gaming industry has been generating vast and complex worlds using generative AI for years. Games like ‘No Man’s Sky’ utilise procedural generation to create entire planets, ecosystems, and landscapes dynamically.

Generative AI has been part of the creative industry for years, but the uncertainty we face today stems from the

faster, more accurately, and at scale. Large language models ensure our copy is error-free—imagine never misspelling ‘definitely’ again. AI enables us to create highly personalised content quickly, optimising our work to better meet the needs of clients and audiences.  Creative excellence: AI opens new avenues for creativity. It allows us to analyse vast amounts of data to find trends and insights that inspire innovative ideas. AI tools can generate initial drafts, suggest improvements, and even create complex designs or artwork that would be time-consuming for humans alone. This collaboration between human creativity and AI capabilities can lead to extraordinary creative outcomes.

At Publicis Groupe, our creative teams have been at the forefront of exploring these frontiers. One of the most brilliant case studies is from Leo Burnett Germany, “Climate of Realism.” The team brought our climate future to life through the eyes of famous painters. AI pipelines

ingredient combinations. The campaign featured 10 recipes representing each of the last ten decades, incorporating historical facts, iconic flavours, artistic trends, and condensed milk. With the help of a historian, the most relevant data from each decade was processed and put into Midjourney, generating ten unique images that inspired the recipes. These desserts were then brought to life and displayed at the Museum of Modern Art in Bogotá, offering visitors a real taste of history through innovative culinary creations.

Generative AI has already been integrated into our industry in various forms and has shown its potential to enhance creativity rather than hinder it. By embracing AI responsibly and creatively, we can unlock new opportunities and ensure that technology serves as a partner in our creative endeavors, rather than a threat.

By Ahmed Younis, Chief Creative Officer at Publicis Communications

AI AND SOCIAL MEDIA: A DREAM FOR ADVERTISERS?

Ala Shashaa from Netizency explores the transformative power of artificial intelligence in social media advertising

Ibet you’re drowning in all the buzz about artificial intelligence lately. Me too! But having a job as cool as mine means staying on top of digital trends, including the latest AI-powered features social media giants are rolling out. So, let me save you the hassle of hunting down all that info. In this article, I’ll walk you through the newest AI-powered social media updates for advertisers, show how brands in the GCC are spicing up their campaigns with AI, and give you a sneak peek into what users really think about it.

AI-POWERED SOCIAL MEDIA FEATURES

Social platforms have unveiled various AI-powered ad tools that streamline the campaign lifecycle, from ad creation to surgical identification of ideal demographics. And the results seem to be quite impressive! Google recently announced that AIoptimized ad campaigns outperform manual ones by nearly fourfold (1). Thus, it isn’t merely a fad; it’s a strategic industry evolution, where early adopters gain an edge, while stragglers risk being swept away.

Starting with ad creatives, Meta now allows advertisers to generate multiple visual variations from a single ad, adjusting background colors and adding text overlays with simple prompts—a boon for small businesses lacking design resources. Meanwhile, LinkedIn has integrated Microsoft Designer, an AI-powered tool, into its newsletter format, enabling advertisers to easily craft header images. In contrast, the “TikTok Symphony” AI suite for brands heralds a paradigm shift! This comprehensive toolset encompasses scriptwriting, video production, and asset enhancement, enabling the creation of TikTok-ready videos with minimal advertiser input. It also offers pre-generated videos tailored for ad campaigns, leveraging TikTok Ads Manager data to amplify impact.

Next up: AI-powered campaign targeting and optimization. X (formerly Twitter) introduced a feature allowing advertisers to type a brief description of the audience they need to reach, prompting the AI system to swiftly generate a relevant user pool for targeting. Say farewell to manual refinement! Likewise, YouTube announced its utilization of Google’s AI for ad optimization, particularly in ‘Video Reach Campaigns Non-Skips’

for TVs, promising enhanced targeting precision and real-time optimizations.

Recognizing the effectiveness of influencer partnerships, social media giants are also injecting AI into this realm. Meta, for example, is developing personalized, machine learningdriven creator recommendations for brands within Instagram’s Creator Marketplace. Also, it is piloting an AI tool to forecast the performance of organic branded content in paid partnership ads, automating the influencer discovery process and fostering more effective partnerships. In parallel, TikTok is introducing an AI creator feature, allowing virtual influencers to interpret scripts provided by advertisers or sellers on TikTok Shop and promote products. This potentially challenge traditional sponsored ads by human influencers.

Next, let’s see how brands in the GCC are integrating AI into their campaigns.

SOCIAL MEDIA CAMPAIGNS

While AI remains a trending topic, its adoption among regional brands has been limited. Yet, two compelling examples caught our attention. Firstly, the collaboration between Anghami Inc. and Almarai for the “Milk every day, is the smart way” campaign. Using Anghami’s AI and Rasha Rizk’s voice, parents can craft personalized songs to encourage daily milk consumption among kids, with the added bonus of sharing these on social media. Secondly, the introduction of Mayaseen.R., the UAE’s first AI influencer, by Radix Media MENA. Despite this endeavor still being in its early stages, Mayaseen

epitomizes a new era in social media influence, blurring the lines between virtual and real with a stylish persona and snippets of her outings and culinary explorations.

PEOPLE’S FEEDBACK

We wanted to understand GCC users’ reactions to brands utilizing AI in their advertisements, so we conducted a social listening study covering the past 16 months on relevant keywords. Accordingly, we captured an estimated 26.7K conversations as per the graph shown at the bottom.

The discussions were predominantly neutral at 83%, originating from users and mainstream sources sharing examples of AI-powered social ad campaigns and relevant news. However, a notable 7% expressed negative sentiments, not far from the 10% positive ones. This indicates a mixed view: while many users are hopeful about AI’s potential for advertisers, there’s also concern about its ability to blur reality, increasing the risk of scams. Particularly, worries center around celebrity deep fakes, with broader implications like copyright infringement. Many have highlighted concerns about AI manipulation and stressed the need for regulatory oversight and labeling systems to tackle these risks.

Conclusively, maintaining a competitive edge in the digital realm requires adeptly leveraging the newest social media platforms’ AI-powered functionalities. They not only simplify ad creation and targeting, but also offer promising ROI. However, given user skepticism, it is important for advertisers to prioritize authenticity and transparency to achieve the winning formula.

By Ala Shashaa, Data and Insights Director, Netizency

Downstream ef fects

UM’s Patriz Salazar Datlangin on redefining the culture of the decade

As we get into the groove of the mid-2020’s, we’re well on our way to re-defining the culture of the decade.

Consumers who are caught between economic anxieties and a yearning for normalcy have exhibited a remarkable capacity for both frugality and extravagance. Despite high inflation and recession fears, there has been increased spending on leisure and travel – so much so that we’ve termed this period as the “funflation.”

The second-order effects of the pandemic are also at play in which digitisation and AI are poised to play a crucial role with the UAE and KSA pioneering its adoption in the region. The former established the ‘AI strategy of 2031’ and the UAE Council for Artificial Intelligence and Blockchain, while the latter is set on being the leading economy for utilising and exporting data and AI by 2030.

“Brands need to identify their own FOMO opportunities to fuel long-lasting connections”

The above are downstream effects of the Covid-19 pandemic and have a big impact on the future of the media landscape across the following aspects.

LIFE’S NEW BEAT

Flexi-work, born out of necessity during the lockdown, is becoming mainstream.

Sharjah employees reported increases in productivity and job satisfaction after adopting the three-day weekend while Dubai is looking to expand flexible hours and remote work policies to ease traffic congestion across the city.

With a more hybrid or flexible future ahead, we’ll see shifts in productivity patterns as employees try to reclaim the day for personal use or compensate with late-night work. Traditional media consumption will be in a flux – think about the potential impact for linear TV and on-demand streaming as well as the blurred lines between the once-distinct morning and evening rush hours on the road.

Such evolving lifestyles will challenge traditional media and marketing, necessitating AI-driven strategies and personalised communication to reach consumers effectively.

THE REMIXED CITY

The wider world is also being reshaped given housing affordability issues and climate change anxieties.

Initiatives like the ‘15-minute city” are becoming more prevalent around the world. The UAE’s Expo City and Saudi’s Neom are anticipated to shape a future where sustainability and tech significantly influence housing and city development.

Electric vehicle adoption is also on the rise while mobility innovations like drone delivery, the Hyperloop, driverless cars, and flying taxis are well under way.

These are the foundations for a twenty-first century city that looks straight out of a sci-fi movie. Time will tell but it’s very clear that it will change the way we interact with media on the road and when we’re on the go.

REVENGE OF THE MONOCULTURE

While the lockdown is partly to blame, decades of the niche-ification of our media ecosystem led to an everincreasing desire for unifying cultural events.

Before the streaming revolution, it was usual to watch the same show and discuss it with friends. While social media platforms are reshaping themselves in TikTok’s image and are becoming less about the ‘social’ and more about the ‘media’, focusing purely on serving up entertainment. We are also entering an era of zero content creation costs with generative AI democratising and supercharging the release of content.

While we are spoiled with variety – it has ultimately created separate communities of discussion.

Then Barbenheimer came along epitomising the revenge of the monoculture – a worldwide trend that compelled people to watch these movies to engage in a global conversation.

The Barbie movie itself is a prime example of establishing that FOMO feeling by dominating with months of brand collaborations. Ultimately, they got the whole world invested in the hype.

Brands need to identify their own FOMO opportunities to fuel such long-lasting connections. Monoculture may well be our salvation in an increasingly fragmented world.

THE EXPANDING EXPERIENCE ECONOMY

The experience economy is thriving showing that the drive for connection isn’t limited to digital environments.

But if seeing Taylor Swift live represents the pricier end of the ‘experience spectrum,’ and watching at home in an immersive headset lies at the other - hybrid events are the exciting middle ground in the experience economy.

ABBA Voyage had the band’s virtual yet realistic avatars take to the stage even interacting with the audience between songs.

Blending such cutting-edge tech with what consumers are already familiar with can create fresh and engaging experiences. Imagine how we can take this further for gaming, sports and beyond.

Now is the time for brands to be at the forefront of the evolving media landscape and seize this window of innovation. Time won’t stand still for you and your brands to catch up.

By Patriz Salazar Datlangin, Associate Media Director and IPG Media Lab Ambassador, UM

LET THEM EAT CAKE!

Motivate Media Group celebrates 45 glorious years since its founding and the launch of the UAE’s first ever English language magazine in June 1979.

Motivate Media Group was established in March 1979 - a landmark celebrated by more than a thousand guests at the company’s combined What’s On Awards and Anniversary Party.

Further celebrations have included a cake cutting at the group’s Business Traveller Middle East Awards in May with around 350 senior hospitality and tourism leaders from the region.

Serendipitously timed for June 1st, the actual anniversary issue was released at the prestigious Larchfield Charity Ball at the Ritz Carlton, DIFC, pictured below. The black tie event was sponsored by What’s On with their entire donation going straight to the Tanzanian based orphanage and school (www.larchfieldkids.org)

As Campaign Middle East went to press, the partying continued with a team party for around 200 at the Media One Hotel’s P7 venue - and more cake, of course! (opposite page)

A GLITTERING HISTORY

In June 1979, What’s On was born heralding the start of a media group in the UAE and beyond. The Emirates looked very different 45 years ago to

how it looks today. And the same can be said for MMG. June 1979 witnessed the birth of a new communication dynasty – with the launch of What’s On, the Gulf’s first English magazine.

In the 45-year journey between then and now, Motivate has never wavered from its own path of evolution and innovation – from print to digital, from local to global, from events to festivals. And it also includes cinema advertising to influencer agencies, from book publishing to podcasts, inflight magazines, joint ventures, content creation, surface aerials, corporate partnerships, talent representation, and celebrity collaborations.

The list is impressive and long. Motivate Media’s portfolio also includes industry-defining award ceremonies, which has helped the group expand its reach to a combined audience of millions.

“Our mission is, and always has been, to inspire, to create conversation, challenge convention, to Communicate, Innovate and Motivate. Always striding forward, always in reverence of the past,” said Ian Fairservice, managing partner at Motivate Media Group.

The 45th anniversary cake fest continued at the 2024 Business Traveller Middle East Awards, held at a gala ceremony at The Ritz-Carlton, Dubai International Financial Centre in May.

A landmark moment as Majed Al Suwaidi, Managing Director for Dubai Media City, Dubai Studio City and Dubai Production City; Jan Fairservice, HE Obaid Humaid Al Tayer, Chairman of Motivate Media Group; Ian Fairservice, Motivate Media Group’s Managing Partner and Group Editor; and Mohamed Al Noori cut the 45th anniversary cake. They’re joined on stage by HE Imanishi Jun, Consul General of Japan to Dubai and the Northern Emirates; HE Oliver Christian, His Majesty’s UK Trade Commissioner for the Middle East and Pakistan, and British Consul General to Dubai; the Fairservice family and What’s On team.

The What’s On sponsored Larchfield Ball on June 1st

The British Chamber of Commerce, Dubai recognised its founding sponsor’s 45th Anniversary at their AGM at Jumeirah, Mina Al Salam Hotel on June 7th. Guests including Their Excellencies, the British Ambassador Edward Hobart and Consul General Oliver Christian, all received copies of the special commemorative issue. (above)

Around 200 Motivate Media Group team members and family celebrated the 45th anniversary at Media City, Dubai.

The launch issue, June 1979

AUG 2024

CAMPAIGN MEDIA NETWORKING NIGHT (DUBAI, UAE)

FEB 2025

CAMPAIGN BREAKFAST BRIEFING (DUBAI, UAE) Ramadan Advertising & The Year Ahead

APR 2025

DUBAI LYNX FESTIVAL OF CREATIVITY (DUBAI, UAE)

SEPT 2024

CAMPAIGN BREAKFAST BRIEFING (DUBAI, UAE) The Future is Now

DEC 2024

CAMPAIGN AGENCY OF THE YEAR MIDDLE EAST AWARDS (DUBAI, UAE)

OCT 2024

CAMPAIGN SAUDI BRIEFING (RIYADH, KSA) Media & Marketing 2024

NOV 2024 ATHAR SAUDI FESTIVAL OF CREATIVITY 2024 (RIYADH, KSA)

APR 2025

CAMPAIGN BREAKFAST BRIEFING (DUBAI, UAE) Marketing Strategies

MAY 2025

CAMPAIGN SAUDI BRIEFING (RIYADH, KSA) Talent & Technology

NOV 2024

CAMPAIGN BREAKFAST BRIEFING (DUBAI, UAE) Out of Home 2025

It takes a lot to redefine advertising in the context of digital today. For luxury brands, a new era dawns for OOH. Without a doubt, DOOH has become the favoured channel to make the most impact to connect and captivate consumers at scale.

The launch of premium digital screens and unipoles provide luxury brands with a way to craft dynamic experiences that capture immediate attention. Beyond maximising brand visibility, the move from static to interactive allows for more engaging and effective content delivery, targeted to an affluent audience in premium locations.

Coupled with the ability to make real-time updates and provide contextual relevance modeled to consumer behaviour to understand targeted mobility and minimise lost exposure, it’s clear that a new standard in luxury advertising has arrived.

In the past, outdoor has been undervalued in terms of reach, impressions and CPM, but as the digitisation of assets has been upgraded, and more smart solutions, unique measurement tools and tracking capabilities come into play, the adoption of DOOH is on the rise significantly, particularly among the luxury segment.

Make no mistake, outdoor is now a high value marketing tool, with the advent of data-driven technologies unlocking a new level of measurability, providing concrete metrics to assess the impact of OOH campaigns. This, combined with the potential to target specific demographics with precision, positions OOH as a primary channel in the marketing mix.

OOH advertising spend is forecasted to hit US$434.90m in the GCC this year, while global OOH advertising figures reached $41.9bn in 2023, up 16 per cent on 2022’s $36.2bn. OOH now accounts for 5.2 per cent of global ad expenditure, up from 2022’s 4.7 per cent.

Truly, it shouldn’t be viewed as just an advertising opportunity, rather as a gateway to making a resounding statement, boosting brand presence, positioning and maximizing ROI in a less cluttered environment.

This is particularly important from a luxury perspective too, as premium positioning is key; they won’t compete for space. Luxury brands want a sense of ownership and domination to stand out from all clutter, ensuring their brand message reaches clearly a specific affluent audience.

Dubai is well placed to capitalize on this, not only because of its advanced digital infrastructure, but also because it’s home to some of the most wealthy neighborhoods in the world. If you look at somewhere like The Palm Jumeirah, and beyond the usual markers of luxury, it is itself an iconic feat of ingenuity and innovation.

The man-made island offers the ultimate in luxury island living, with

huge potential to attract, target and captivate high-net worth individuals at key strategic locations. The Palm Jumeirah has over 35,000 residents living with the highest concentration of millionaires in some residences worth around AED 300M. Hospitality is also thriving, with 20+ luxury hotels and 11 michelin star restaurants, further driving up the affluent demographics of this premium destination.

With this in mind, the design and placement of these digital screens need to strike a balance between minimizing disruption to the neighboring environment, whilst still being alluring enough to elevate the user experience at every touchpoint.

For us this was a key consideration when we launched our own elite network of six synchronized and unique digital unipoles, ‘The Royals’. Handcrafted with detailed precision from sustainable

materials and incorporating energyefficient LED technology, our goal was to create beautiful and elegant structures that would seamlessly blend into their opulent surroundings, yet still be modern in their delivery of high resolution content.

There’s also the sustainability aspect to consider, particularly when trying to implement this as standard at industry level. We’re focused on promoting sustainable growth through all our energy efficient solutions, pioneering new ways for premium brands to make an impact, while we reduce our carbon footprint.

Naturally, this aligns with how luxury brands want to be perceived as well. They value quality, exclusivity and prestige,

‘‘THERE’S AN OPPORTUNITY FOR DOOH TO BE THE FIRST AND BIGGEST ATTRACTION POINT”

and want to find the most impactful conduit for delivering this message.

DOOH’s high-tech, modern billboard formats are sleek, elegant and sophisticated; their size and quality screens are a huge advantage in achieving maximum visibility, whilst using data-driven insights to ensure audience relevance at every moment.

In a world where consumers crave consistent messaging and omnichannel experiences, there’s an opportunity for DOOH to be the first and biggest attraction point, fully immersing audiences in these luxurious digital brand worlds. Crucially, it doesn’t stand alone either. It can be seamlessly integrated with other digital channels, amplifying the impact of multi-channel marketing campaigns.

You don’t have to imagine the possibilities. To me, they are endless.

By Philip Matta, CEO, Hypermedia

A SHOWSTOPPER

Hypermedia’s Philip Matta highlights why luxury brands are turning to OOH for impact

on various bespoke projects. We created two seasons of Kiram in partnership with STA to promote Saudi Arabia’s entrepreneurial ecosystem. The show featured Saudi travel bloggers who journeyed across the kingdom, partaking in cultural and culinary experiences crafted by local talent.

Collaborating with these travel blogger influencers and content creators allowed STA to tap into existing audiences who trust and value their recommendations and by being a part of the show’s high-quality and engaging content they significantly increase the likelihood of organic sharing across social media platforms.

Kiram for example, which aired across TV, Shahid, and social media, reached 10.1 million people on social media and received 10,000 submissions of tourism

BECOMING THE CONTENT

‘‘ANOTHER POWERFUL SOLUTION IS BRAND INTEGRATION IN SCRIPTED CONTENT”

brands to include their products even after production timelines have passed.

The value of this technology lies in its ability to help brands identify specific scenes they want to associate with. This helps us determine the exact scenes and duration of brand exposure throughout the entire season of a show during the proposal phase with a brand.

One of our success stories with ICI is our integration of Carolina Herrera’s ‘Good Girl Blush’ feminine fragrance in Crystal as part of a multi-format connected TV strategy implemented by MMS for the brand.

As a result of this partnership, Carolina Herrera became the first luxury brand to pioneer digital post-production integration, digitally incorporating ‘Good Girl Blush’ in product placement and outdoor visuals throughout the show.

In today’s fast-paced media landscape, brands are seeking deeper and more engaging ways to connect with consumers.

No longer satisfied with merely being featured in content, brands are striving to become the content itself, embedding their narratives deeply within the stories they tell. By becoming content creators, brands can exercise complete control over their narratives, ensuring that every piece of content aligns with their values, mission and messaging.

At MBC Media Solutions (MMS), we’ve noticed a significant trend, especially in Saudi Arabia, where clients approach us to ideate, create, and produce bespoke shows that carry their brand’s DNA from start to finish.

These brands aim to be part of Saudi Arabia’s growing economy and to align with the objectives and goals of Vision 2030 - and here is no better way to grow their brand than by creating authentic and genuine connections through bespoke content.

For instance, MMS has collaborated with the Saudi Tourism Authority (STA)

evolution of brand integration

MBC Media Solutions’ Hicham Fakhoury explains the

experiences in nine weeks. Adopting such an approach allows brands to engage with their audience on a more personal level, fostering trust and loyalty.

Another powerful solution is brand integration in scripted content. We work with show producers and writers to create scripts that naturally integrate the product or service into the storyline in a seamless and non-invasive way. We’ve done this with the popular Saudi soap opera, Mojama 75, where we integrated Mentos into the storyline. The scene featured an actor eating a spicy meal and the other telling him to have a mentos to freshen up after it but in a natural comical way that associates with the actor’s on-screen personality.

Investing in unscripted content such as MBC Group’s big format shows Top Chef, Arab’s Got Talent, and Million Dollar Land can also help brands stand out in a crowded content landscape.

Additionally, if brands are unable to meet these show’s production deadlines, they can integrate their products post-production with our ‘In-Content Integration’ (ICI) solution that allow

Crystal is one of MBC Group’s topperforming Turkish adaptations, receiving high TV ratings, more than 230 million plays on Shahid, and around one billion views across MBC Group social media as of February 2024.

The marketing campaign concluded with remarkable results, recording a significant increase in awareness across the GCC by 52 per cent, favorability by 25 per cent, and perception by 33 per cent. This uplift in awareness, favorability, and perception was also reflected in the sales of ‘Good Girl Blush’, which increased by an exponential 39 per cent, elevating the fragrance to become the #1 SKU for Carolina Herrera in 2023 and a top 5 SKU in the region within the top 100 feminine fragrances.

This collaboration not only elevated the brand’s visibility but also set a new standard for impactful brand communication and business growth in the GCC region. Pre-production or post-production placement allows brands to seamlessly insert their products into existing content, reaching audiences in an unobtrusive way.

At MMS, we work with brands to ensure that their integrations enhance viewers’ content experience and provide brands with immediate visibility and deeper connections with their audiences.

By Hicham

Fakhoury, Content Solutions Lead at MBC Media Solutions (MMS)

When Sobha Realty announced it was becoming a sponsor of Arsenal FC, it was a real statement of intent.

The North London team is one of the top 20 biggest football clubs in the world. While sports sponsorship is hardly new, for the real estate developer it was a sign that it had big ambitions. Global ambitions.

While Sobha is making a name for itself in the UAE, a market dominated by some heavyweight property developers, it also has its eyes on a bigger stage.

After all, you don’t see Emaar or DAMAC on football shirts in the English Premier League.

It is a four-year deal and sees Sobha join another local name (Emirates) on the famous jerseys of Arsenal.

Alongside the shirt placement, the deal involves the luxury property developer putting its name to Arsenal’s training ground, (the Sobha Realty Training Centre) in the first such sponsorship deal seen in the Premier League.

Campaign Middle East editor Justin Harper caught up with Sobha Realty’s PR and marketing team recently in London, on a tour of its swanky Park Lane showroom, Arsenal’s training ground and its Emirates stadium.

He asked Ashish Parakh, Chief Marketing Officer of Sobha Realty, how it chose the club among the 20 available in England’s top tier, a league watched by a cumulative audience of more than 1 billion people.

“Arsenal is a prestigious football club, boasting an exemplary legacy spanning decades and a prodigious fan base, which aligns with Sobha’s stature as a global brand committed to excellence,” he said.

“Moreover, Sobha Realty’s meteoric rise to success from humble origins echoes in Arsenal’s inception as an ammunition workers’ team and its subsequent rise to fame.”

TEAM GAME

Parakh draws many similarities between the football club and the property developer. “Arsenal is underpinned by the ethos of precision, attention to detail, and an unwavering commitment to excellence on the field.”

BEHIND THE SCENES OF SOBHA’S SPONSORSHIP DEAL WITH ARSENAL

It looks like a perfect match as both rise up the ranks in performance and results, says Campaign editor Justin Harper

‘‘SOBHA REALTY’S METEORIC RISE TO SUCCESS FROM HUMBLE ORIGINS ECHOES IN ARSENAL’S INCEPTION”

A phrase that crops up frequently is ‘the art of detail’ and is one of Sobha’s guiding principles.

While Arsenal has finished the last two seasons in second place, behind a dominant Manchester City, the club has enjoyed greatly improved results, high-quality football and widespread praise for its style of play.

The four-year sponsorship deal will not only see increased visibility but also exclusive brand opportunities.

“We aim to secure unique special edition products, and advertising campaigns for high-profile matches and events. The partnership positions Sobha Realty front and centre, through integration across Arsenal’s marketing platforms such as digital media, matchday programmes and stadium advertising,” added Parakh.

LONG-TERM VISION

Sobha’s strategic alliance with the club is pillared on backward integration, passion for perfection, and nuanced attention to detail, Parakh said, as it aims to fulfil the joint goals of achieving global reach, establishing a world-class training centre, and implementing joint CSR initiatives.

“Arsenal commands an exceptional international presence, leveraging which Sobha can consolidate its global identity while connecting with an eclectic array of audiences from around the world.

“The collaboration can elevate Sobha Realty’s stature as a global brand symbolising opulence, impeccable quality, and innovation.”

The Sobha Realty Training Centre is a state-of-the-art training hub that aims to empower talented sportsmen and women by providing cutting-edge training resources, and fostering a new generation of world-class athletes.

It’s an interesting time in the industry. Just a quick scroll of TikTok can open your eyes to the undercurrent: quiet quitting, act your wage, resenteeism. Some brave faces have tried to coin how people feel, but haven’t these trends been going on for generations? It should alarm us if we are losing future leaders to other fields. TikTok might predict what 2030 leaders need. In an industry dominated by traditional, linear thinking and rigid structures, there is a collective yearn to slow down and force authentic connections.

In this frenzied and celebrated “hustle culture,” when was the last time your team was not worried about the next deadline or had that anxious ball in their stomach the night before Monday morning? Where is the time to experience that moment of true connection and how are we inspiring our teams? How are we ensuring that the talent in the room always feel seen and championed to give their best work - away from the run-ofthe-mill that plagues the industry today?

IS THERE HOPE?

Yes- as a leader, it requires daily devotion and hard work to express a deep level of truth and embodiment. I think the latter word is the key - to be in my body and operating with an open mind and an open heart, congruent and in harmony with one another. Most of the time, our environments favour one over the other - a linear way of operating and being in the mind which can cause a lot of disregulation, which then kills our inherent capability to create - to be creative when we are in flow. Understanding the system allowed me to find a path of co-existence by embracing personal agency. Inner work led to external expansion, authentic connections, and purpose-led creativity

WHAT DO YOU THINK IS NEEDED TO INSPIRE THIS CREATIVITY?

In the past, we have rallied our teams to be brave. While that still holds true, there seems to be a greater need to create an environment where leaders must now return to virtue. Throwback to last summ er. I was visiting a castle in Provence and was ushered in the King’s Court. Down the majestic halls I saw 8 pillars - written on each were the values the King and his leaders lived. Stewardship, integrity, honor, respect to name a few. As I listened to the history of this prosperous kingdom, I realised that the return to virtue, the leaders, the system living these values create the element of safety—it ladders up to emboldened creativity for our teams and our industry at large. We have to overhaul the consciousness of organisations.

WHAT DOES THAT YOU MEAN?

There was a quote by psychologist Kurt Lewin who said: “If you truly want to

‘‘FEMININE LEADERSHIP ISN’T JUST ABOUT MORE FEMALE LEADERS”

understand a system, try to change it” which really struck me when I first encountered it and it has stayed with me over the last 19 years as I worked in largely male-dominated industries in the region. Lewin also advocated that you cannot change a system unless you embrace transforming consciousness. To transform consciousness, it’s essential to help the system become self-aware. This involves shifting from mere thinking to feeling, essentially, thinking with your heart and then taking action based on this deeper understanding. It’s about finding balance. Currently, there is an overemphasis on one aspect at the expense of the other. It is because our current educational and leadership training systems largely neglect these subtle but vital elements. Emotional support is often overlooked.

REBALANCING HOW?

We must embrace feminine qualities like empathy, sensing and being present for another to create a truly inclusive and caring culture in a predominantly masculine world that has historically valued competition, hyper-performance, logic and strategy as the utmost and sometimes non-negotiable priorities.

The simple ability to actively practice the feminine qualities of listening with compassion, or holding space for another with the intention to create safety so that the other may feel seen. These are the types of leaders that can attend to the whole, akin to a matriarchal system–it’s activating the “mother-of-all” archetype; a giving, nourishing energy we have all benefited from. These are the leaders that can sense a system - or an ecosystem really and have the ability to connect others to it and create expansion and growth. Feminine leadership isn’t just about more female leaders; it’s about balancing yin and yang across industries. C-suite executives must focus on inward reflection and build HR teams that understand this. A radical change beckons.

Kristine Lasam leads the creative agency for Accenture Song and spearheads Inclusion and Diversity and CSR for Accenture Middle East. She is a creator of embodied, feminine leadership–and an inclusive and caring work culture.

PIONEERING THE LANGUAGES OF AERIAL CINEMATOGRAPHY SINCE 2013 MAKE THE SKY YOUR CANVAS, BOOK US NOW

FACES TO WATCH 2024

Campaign Middle East asked client-side bosses to recommend the best young talent working within brands in marketing and communications. Here is the young talent who will be shaping the region’s brand messaging in years to come.

FACES TO 2024 WATCH

AARTI SIPPY, 30

Assistant Marketing & Communications Manager, Emrill Services

Maricar Cinco, Head of Marketing, Emrill Services:

Aarti is an integral member of the team. She plays a key role in our marketing efforts, overseeing our campaigns and guiding team members. She excels at creating original content and suggesting innovative ideas. She learns quickly, uses her resources effectively and is well-organised. She fosters a collaborative and creative environment within Emrill, shows courage by taking on challenges, stepping out of her comfort zone and trying new things. She’s a pleasure to work with, communicates effectively and builds good rapport with colleagues. I highly recommend her to be part of the ‘Faces to Watch’ list.

ABDALLAH TAHA, 24

AHD ALLAM, 27

Production Senior Specialist, Vodafone Egypt

Mariam Elwan, Manager, Vodafone Egypt: Ahd is one of my best performing team members in the Production unit of Vodafone’s Brand and Entertainment team. Ahd consistently exceeds expectations in her tasks and her dedication and positive attitude make her a valuable asset to our team. I am impressed by her growth and achievements in less than 2 years of employment and have no doubt that she will continue to develop at an accelerated pace.

Digital & eCommerce Coordinator, Lush Fresh Handmade Cosmetics

Miche Whitehouse, Regional Brand and Digital Manager, Lush Fresh Handmade Cosmetics:

ABDALLAH TAHBOUB, 28

Social Media & PR Manager, DAMAC Group

Mariam Farag, Vice President of Corporate Communications, DAMAC Group:

Abdullah embodies a youthful energy and a deep insight into the ever-evolving marketing, communications, and content creation landscape. As a go-getter and disrupter, Abdullah is not afraid to take risks, consistently going above and beyond to innovate and create new ideas. His creativity, drive, and ethical approach make him a bright, integral member of the team. I am truly grateful to be part of his journey at this stage and can’t wait to witness his professional development in the years to come! He is definitely a face to watch out for in 2024 and beyond.

AMINA HUSSEIN, 28

Social Media Manager, Yango Play

I am pleased to recommend Abdallah Taha for the Campaign Middle East Brand Faces to Watch 2024. As the Head of Brand and Digital, I have witnessed Abdallah’s exceptional contributions to our team. Abdallah excels in digital merchandising and e-commerce, driving significant growth through SEO and paid search strategies. His ability to optimise our online presence and collaborate with third-party companies has been instrumental in our success. Abdallah is a valuable team player and an asset to our brand. I have no doubt he will continue to make impactful contributions to the industry.

Recommended by: Maysam Azzam, Head of Social Media & Influencer Marketing, Yango Play. Amina Hussein is an outstanding social media manager known for her unparalleled creativity and innovative ideas. She consistently generates exceptional content, always on the lookout for fresh and engaging concepts. Amina’s expertise in social media is unmatched, and her deep understanding of various platforms allows her to craft strategies that captivate and grow audiences. The pieces of content she works on are always the best performing ones, highlighting her ability to connect with audiences and drive engagement.

AHMED ALSAGHEER, 31

Motion Designer / Art Director, MAGNOOS Information Systems

Mohamed Salah, Sales Director, MAGNOOS Information Systems: I’ve managed Ahmed directly through our work at MAGNOOS, an Information Solution Corporate with branches in UAE, Saudi and many other countries. Ahmed is talented, creative, and committed. It’s a great pleasure to recommend and nominate Ahmed for this feature.

ADHAM YASSER ELMESSIRI, 25

Retail Marketing Specialist, Vodafone Egypt

Jihan Mahmoud, Business Activations & Retail Marketing Manager, Vodafone Egypt:

Adham is a valuable asset in the Retail Marketing team who shows great dedication and drive. He consistently goes above and beyond, bringing a level of dedication and professionalism that are remarkable to all his stakeholders.

He doesn’t only finish tasks, he owns them. He takes initiatives, anticipate challenges and proactively finds solutions. Adham has high sense of ownership that ensures projects are delivered to a high standard.

AMINA SULEEVA, 29

Senior Marketing Manager, Yango Play

Recommended by: Walid Kassabji, Chief Marketing Officer, Yango Play. Amina has made significant contributions as the first member of the marketing team for Yango Play. From the earliest stages, months before the brand’s launch, she demonstrated unwavering commitment and a strong belief in its potential for success. Amina possesses a growthhacking mindset and is deeply driven by data. Her strategic approach and meticulous analysis played a crucial role in the development and execution of the successful launch campaign for Yango Play. Her dedication and expertise continue to shine, driving ongoing success for the brand in a competitive market landscape.

CLARA MAWAD, 29

Marketing Executive, ETOILE

GROUP

Lynn Maalouf, Head of Marketing, ETOILE GROUP:

I am thrilled to nominate Clara Mawad, recognising her exceptional promise in marketing, PR, and communication. At 28, Clara has demonstrated outstanding event management skills, orchestrating high-profile events that boosted our brands visibility. Her innovative approach ensured seamless execution, resulting in a 30% increase in participation and more than 20% of incremental sales. She also excelled in press relations, cultivating strong media partnerships and enhancing our public profile. Her creativity and collaborative spirit make her an exemplary candidate.

AHMED HOSSAM, 29

Media Team Leader, Vodafone Egypt

Mohamed Hammad, Senior Manager – Media, Vodafone Egypt: having the chance of working with Ahmed on both the agency and client side is simply remarkable. His commitment and dedication to the business is unmatched. And his drive to pursue and understand the new dynamics to drive the results further is impeccable.

CARINE EL NATOUR, 26

External Communications Manager, Gold Apple

Medina Ismailova, Head of Marketing, Gold Apple: Carine has been an invaluable asset during her time with us at Gold Apple. She has led our external communications during our expansion into the Middle East, helping Gold Apple get its name out and creating a buzz. She is hardworking and passionate about the brand, having taken on our launch event while still managing ongoing campaigns with pure dedication. She brings great energy and drive into the workplace.

FACES TO 2024 WATCH

DANA SHARAFEDDINE, 31

Senior Marketing Manager, Yango Play

Recommended by: Walid Kassabji, Chief Marketing Officer, Yango Play. Dana has established herself as an exceptional marketer known for her creativity, resourcefulness, and intelligence. She consistently demonstrates a data-driven approach to her work, ensuring that all strategies are backed by solid analytics and research. Dana has led numerous groundbreaking projects for content and titles within the Arab world, showcasing her ability to innovate and deliver impactful marketing campaigns. Her work not only highlights her strategic thinking but also her deep understanding of regional market dynamics and cultural nuances.

FARAH JOUDEH, 30

Senior Digital Marketing Associate, Chalhoub Group

Iman Mohamed, Media Planner Manager, Chalhoub Group: I strongly recommend Farah Joudeh for Campaign ME’s Brand Edition Faces to Watch 2024. She effectively contributes to the team and is always thinking 3 steps ahead. She’s highly skilled and consistently on top of digital advertising tactics and trends and always willing to develop her skills further. Outside of this she’s an absolute pleasure to work with and a valuable team player.

ELAF ELZEITY, 29

Social Media Manager, Gold Apple

Medina Ismailova, Head of Marketing, Gold Apple: Elaf recently joined our team, demonstrating consistent dedication and enthusiasm. With a robust background in retail marketing, she adeptly navigates the region’s landscape. Elaf successfully headed the launch and growth of Gold Apple’s social media platforms, leveraging her insightful understanding of the local market. Fearless in the face of challenges, she exhibits exemplary leadership qualities.

HALA HAMAM, 24

Senior Marketing Executive, Al Masaood

Marwa Kaabour, Group Head of Marketing and Corporate Communication, Al Masaood: Hala embodies a rare combination of fierce determination and meticulous organisation, making her a force to be reckoned with in the marketing world. Her ambition knows no bounds, driving her to push boundaries and achieve remarkable results. Despite her ability to create a buzz, she approaches her work with the quiet resolve of a seasoned soldier, tackling challenges with unwavering determination.

FARAH BARAKAT, 28

Social Media Manager, Yas Island

Recommended by: Rebecca Campbell, Social Media Director, Miral Destinations. Farah joined the Yas Island marketing team at Miral in 2021 and has since been dedicated to achieving social media excellence by enhancing our content. As the social media manager, she independently oversees Yas Island’s social media presence, consistently setting high standards and producing content that trends regionally.

FARAH LAHHAM, 28

Senior Brand Manager

- Pantene MENA, Procter & Gamble

Elio Kassab, Category Lead –Pantene, Publicis Media: A jack of all trades in brand building, a leader in all its rights, and one of the humblest people in her organisation, Farah is a showstopper at P&G. In the years I have worked with her, she demonstrated tremendous capability and eagerness to understand media and emerging trends and constantly challenged the team to deliver our best and drive the business forward. Farah’s capacity to undertake different projects and excel in all is a testament to her versatility and dedication. Her deep engagement with all stakeholders in the media sphere is a true testament to her success in the business.

GHADA DABOUL, 30

Content executive, Seddiqi Holding

Recommended by: Sarah Bahman, Content Manager, Seddiqi Holding.

Ghada Daaboul takes helm of social media activities for the Seddiqi Holding group, with Seddiqi UAE, Dubai Watch Week, Seddiqi Properties, Byedit and opened TikTok accounts for the respective business units. ByEdit won 6 Transform Awards including Best Social Media Activities in its first year of inception. Ghada brings a strong passion for social media to the luxury sector and crafts unique luxury storytelling for over 60 luxury watch and jewellery brands across UAE and KSA.

GHAYA ALBANNAY, 28

Social Media Assistant Manager, UAE Government Media Office

Khaled AlShehhi, Executive Director Marketing and Communications, UAE Government Media Office: I enthusiastically nominate Ghaya for Campaign’s Faces to Watch 2024. A standout in digital and social media management, she consistently goes beyond expectations. Ghaya possesses a rare ability to unearth deep insights and grasp creative concepts, setting her apart in our industry. She is not just reliable but a critical thinker whose dedication and passion significantly elevate our projects. Ghaya is a young talent who not only promises but delivers exceptional results.

HAYA SHALLAH, 24

Marketing & Communications Executive, Kempinski Hotel Mall of the Emirates

Vivien Quiambao, Ecommerce and Digital Strategy Manager, Kempinski Hotel Mall of the Emirates:

Haya is a dynamic marketer with enthusiasm and quick learning, excelling in fast-paced environments. Currently, Haya has taken on the challenge of leading the marketing team in the absence of the Director of Marketing. In this interim role, she oversees all marketing initiatives, ensures smooth project progression, and maintains the department’s strategic vision. Haya coordinates with team members, manages budgets, and makes critical decisions to keep marketing efforts aligned with company goals. Her leadership ensures continuity and stability in the marketing department during this transition.

HANA YASSER, 25

Senior Content Creator, Vodafone

Recommended by: Mohamed Zaki, Social Marketing Manager, Vodafone. Hana is a highly skilled content creator with exceptional achievements in crafting engaging social content. With a keen eye for trends and a deep understanding of audience engagement, Hana has successfully managed influencers to amplify brand presence and drive impactful campaigns.

FAISAL BIN JURAYS, 29

Senior Specialist Sponsorships, External Events Management, ROSHN Group

Talal Alhenaki, Associate Director – Sponsorships & External Events, ROSHN Group: Faisal holds a pivotal position within the events department. He demonstrates a remarkable ability to adjust to varying circumstances and tackling difficulties with resolved issues. He actively pursues and embraces input to improve his efficiency and is renowned for his outstanding dedication and his extensive background from previous positions. Faisal has also notably enriched the marketing division by embracing extra duties this term and showcased exceptional dedication in fulfilling these obligations. I am honoured to have him on my team and to work with such talent on a daily basis.

GIAN SAPITANAN, 26

Senior Graphic Designer - Brand, Culture & Sustainability, GMG

Nazneen Khambatta, Manager - Culture & Engagement, GMG: Gian’s ability to translate complex ideas into visually compelling designs, along with his collaborative spirit and commitment, makes him a valuable asset to any team. Gian faces challenges head-on, offering unwavering support to colleagues and delivering innovative design solutions with ease. Working alongside him is an absolute pleasure, and his commitment to consistently raise the bar in branding and design, contributes significantly to our team’s success.

FACES TO 2024 WATCH

JOANNA MARIE FERNANDEZ,

31

Manager – Social Media, DAMAC Properties

Inna Gernega, Social Media Director, DAMAC Properties: I am delighted to nominate Joanna Marie Fernandez for Campaign Middle East’s Faces to Watch 2024. As the manager of social media at DAMAC Properties, Joanna showcases unparalleled passion and creativity. With her experience in social media and digital marketing, she excels both strategically and creatively. Joanna drives growth at DAMAC by identifying and seizing key prospects. Her guiding principle is to turn challenges into successes with an organised, holistic approach. Her endless passion, creativity, and innovative spirit make her an outstanding candidate for this recognition.

IVAN GREGORC, 26 Senior

Marketing Manager, B2B & B2C, Property Finder

Sevgi Gur, CMO, Property Finder: Ivan is a passionate, committed marketer. His obsession with consumers and customers and his ability to turn insights into action is extraordinary. He has an eye for details but also can see the big picture which allows him to be strategic and operational at the same time. He understands that data is a key enabler of informed decision-making but also brings craft and intuition to his decision-making. He has the ability to influence others with his commitment to the brand and commitment to doing best in class communication.

JATIN MANAWAT, 27

Content

Creator, Innerspace Dubai

Maya Itani, Brand & Marketing Director, Innerspace Dubai: Jatin has really impressed me with his ability to transition from an agency side content creator to a brand side content creator. In his former role, he was only required to fulfil client briefs at the surface level and produce “cool” content. In his new role, he now has to think strategically about each and every piece of content and how it moves our luxury interior brands closer to their goals. This has not been an easy transition, but Jatin has madeit look effortless.

IMANE HASSAN, 27

Group PR and Communications Manager, Andalusia Health Group

KHALID KHYSER, 29

Marketing Executive, InstaShop

Divya Premchand, PR & Influencer Manager, InstaShop: I have worked with Khalid for almost three years and can confidently say he is a born creative. He has a unique talent for understanding market dynamics and creating innovative marketing strategies. Khalid’s emotional intelligence is remarkable, allowing him to effectively read people and collaborate with colleagues. He is a breeze of laughter and a treasure of ideas, making him a joy to work with. Moreover, his passion for his work ensures he consistently delivers with excellence.

Lamiaa Ameen, previous Group Branding and Communications Manager, Andalusia Health Group: Imane is one of the finest PR and communications professionals I’ve worked with, regarding dedication, attention to detail, smartness, and hard work, her loyalty to the place is on a bigger view when it comes to technicality, achieving her KPIs never was a question, even when faced with challenges. She knows how to get the job done and how to create a success story without exhausting resources. She is a planner and a strategic thinker, and she always infuses her work with untraditional and creative ideas, making her truly a face to watch.

MARWA JAROOR, 27

Senior Digital Marketing Executive, ENOC

Rania Nazmy, Head –Retail Marketing & Communications, ENOC: Marwa is an incredibly gifted young Emirati woman with boundless energy, positivity, and a desire to make change. An innovator, she harnesses creativity and storytelling in digital marketing. Her strategic problem-solving uncovers real insights. Process-oriented, she developed a system for managing Google reviews and community feedback, ensuring customers feel heard in real time. With extensive digital knowledge, she values data, believing numbers tell the real story. Her entrepreneurial approach unlocks business opportunities, boldly challenging the status quo. Watch out for Marwa Jaroor!

KRISHNA DELA PAZ, 30

Head of Branding, Emirates Literature Foundation

Recommended by: Ahlam Bolooki, Chief Executive Officer, Emirates Literature Foundation

Passionate about literature, arts, and culture, Krishna’s creative journey in the UAE began at the Emirates Literature Foundation. For nine years, she has shaped international literary brands, including the award-winning Emirates Airline Festival of Literature. At 27, she became the youngest head in the Foundation’s 15-year history, leading a talented creative team to ignite a love for reading in the UAE and beyond. In 2023, she was honoured as one of eight influential UAE leaders for promoting literature. In 2021, she led the global launch of the 2022 Emirates LitFest at Expo 2020 Dubai.

MANAL ALQAHTANI, 28

Senior Specialist, Public Relations, ROSHN Group

Alex Malouf, Senior Director – Media & Public Relations, ROSHN Group: Manal is the future of our industry. She’s smart, she grasps any and every concept quickly, and she will take that idea and make it her own. I’ve been working with her for a few months and it’s clear that she has a very bright future ahead of her in whatever creative discipline she chooses. We are blessed to have her on the team.

MELISHA MAHADOO, 25

LAYLA SAID, 29 Brand Manager, Garnier Skin, L’Oréal

Salma Elkarabigy, Strategy & Business Unit Director, Essencemediacom:

Working with Layla on Garnier Skin has been a continuous learning journey! Her unwavering commitment to a consumercentric approach ensures that the needs and desires of our audience are always at the forefront. Layla’s innovative thinking and passion for delivering what’s new and different inspire us to push boundaries, and her dynamic leadership on the brand makes every campaign a rewarding and exciting experience that drives us all to excel.

MARIA ELAMIRI, 30

Consumer Experience Manager, Nova Water

Mahmoud Gawad, Marketing Senior Director, Nova Water: Maria is an invaluable asset to our team, consistently demonstrating her dedication to excellence and creativity. As a highly skilled professional, she strives to exceed expectations in tasks she undertakes. One of Maria’s most notable achievements was her role in successfully bringing to life the first-ever bottle made of 100% recycled bottles in KSA for Nova Water. Maria’s diverse background has also been an asset. She approaches challenges with a keen intellect and a willingness to explore new ideas, constantly seeking ways to improve processes and drive innovation.

Public Relations Executive, Destination Mina Seyahi / Marriott International

Amanda Simpson, Director of Marketing & Public Relations, Marriott International: As a Public Relations executive and custodian of three Marriott International brands, Melisha consistently delivers unmatched results across the resort, and has successfully overseen multiple integrated campaigns that have truly cemented our position within the market. Melisha’s contributions to the team have been invaluable, which was reflected in her promotion from intern to executive in 2023. As she continues to connect bold PR strategies with marketing performance her 2024 results are nothing short of outstanding.

FACES TO 2024 WATCH

MIRAL BASSEM, 26

Brand Manager, L’Oréal

Yasmine Mokhtar, Business unit director, Essencemediacom:

Miral Bassem, CeraVe Brand Manager, has been a cornerstone of the brand’s success, bringing an exceptional blend of creativity and strategic thinking to her role. Her out-of-thebox ideas and proactive initiatives have significantly propelled the brand forward in a highly competitive market.

Miral’s positive attitude and innovative mindset have led to the implementation of groundbreaking marketing strategies that have elevated the brand’s presence and consumer engagement. Her dedication and big picture thinking make her an outstanding candidate deserving of recognition.

MUSKAN TULI, 25

Assistant Marketing Manager, Mister Baker

Vinita Hirani, Chief Hustler/ Founder, Tickbox: I am writing to highly recommend Muskan Tuli who is an exceptional marketing, social media, and PR professional who brings a wealth of expertise and creativity to every project she undertakes. Her ability to deliver personalised, tailored solutions sets her apart, and I have no doubt that she will continue to excel in her career. She demonstrates a keen understanding of market trends and consumer behaviour, allowing her to craft innovative and effective strategies that drive results. She consistently demonstrates a strong work ethic and a drive for excellence that is truly commendable.

MINA MAZIN,

29

Assistant Manager, PR & Social Comms, Samsung Electronics, Middle East & North Africa

Jomana Asfour, Regional Head of Corporate Communications, PR & Future Generation Lab MENA, Samsung Electronics, Middle East & North Africa: Mina is one of the most important pillars in Samsungs regional corporate marketing team. She is a strategic thinker but also a leader who has managed to many successes and wins in Social, PR and influencer programs across the region. Mina is also as creative as it gets, she brings valuable experiences, ideas and insights to regional and local campaigns and delivers exceptional results that have earned her internal global awards regionally and globally.

MUSFIRAH JAFRANI, 27

Media Planning & Sourcing Specialist, Al Tayer Group

Nasir Shaikh, Senior Media Planning & Sourcing Specialist, Al Tayer Group: Musfirah is new addition to the Al Tayer media team. She is adding value to the department, with her media and planning expertise.

MOOROSI MOKOENA, 29

Cluster Digital Marketing Manager, Marriott International

Amanda Simpson, Director of Marketing & Communications, Marriott International: Moorosi has shown unwavering dedication to his work and our team’s success. He delivers consistent results with strategic thinking, attention to detail and a solid proactive approach to meet business objectives.

NABIYA ANJEDA, 28

Digital Marketing Consultant, McDonald’s UAE- Emirates Fast Food Company

Neha Nagpal, Senior Digital Marketing Manager, McDonald’s UAE- Emirates Fast Food Company: Nabiya started her career at McDonald’s UAE in 2020, and since then, has been an indispensable resource. She is an analytical mind, and importantly, a problem solver. In her first year with the business, she singlehandedly launched the Rewards Program. At McDonald’s, we wear multiple hats everydaysometimes as a Project Manager, leading the UI/UX, or assessing the business impact while formulating our incentives strategyand she wears all of these effortlessly. Nabiya is a resource to count on because if she is leading something, consider it done!

NATHALIE HENKENS, 28

Senior Specialist, Marketing PMO, ROSHN Group

Iman Yousif, Marketing PMO Manager, ROSHN Group:

I am pleased to recommend Nathalie due to her exceptional contributions to the ROSHN marketing team. Nathalie consistently demonstrates her dedication, perseverance, and problem-solving talents in the day-to-day tasks and challenges. Her commitment to quality delivery is unmatched, ensuring every project meets the highest standards. Nathalie’s energy and presence are invaluable, creating a supportive and collaborative team environment. Additionally, she excels as a reporting expert, providing comprehensive and insightful reports that enhance decision-making. It is a privilege to work with her.

PRIYANKA AHUJA, 27

Social Media Executive, Jashanmal Group

Anamika Priyadarshi, Group Head of Marketing & Corporate Communication, Jashanmal Group:

Priyanka is an invaluable asset to the marketing team at Jashanmal. Her dedication, creativity, and passion for our brands is exemplary. Her innovative ideas and strategic thinking have resulted in numerous successful initiatives. Moreover, her ability to perform under pressure and her commitment to excellence make her a standout member of our team. I am confident that she will continue to excel and make significant contributions to our team’s success.

NADINE ABDELAAL, 27

Group Brand Manager, L’Oréal Paris for Hair Care & Hair Colour, L’Oréal

Salma Elkarabigy, Strategy & Business Unit Director, Essencemediacom: Nadine is an inspiring leader who excels in challenging the status quo to deliver outstanding results. She is always open to new ideas, fostering a mindset of innovation and creativity. Her strategic vision, empathetic leadership, and unwavering commitment to excellence make her a pleasure to work with. Her dedication and inspiring presence truly set her apart!

RASHA KAMBAL, 28

Social Media Manager, SeaWorld Yas Island, Abu Dhabi

Recommended by: Rebecca Campbell, Social Media Director, Miral Destinations. Rasha joined the social media department at Miral Destinations, where she manages the social media presence for SeaWorld Yas Island, Abu Dhabi. Since the theme park’s opening in 2023, Rasha has independently led the development and execution of the social media content strategy for both the theme park and its research and rescue center.

NOUR HESHAM, 30

YSL brand manager, L’Oréal Egypt

Salma Gohary, Media Director, Essence Mediacom:

As a valued partner, Nour brings a great level of passion, positivity, and professionalism to our collaborative efforts. Her eagerness to explore new ideas and continuously expand her knowledge base is inspiring, driving her to constantly seek innovative solutions. Nour’s meticulous attention to detail and collaborative spirit ensure that every project is executed flawlessly and with seamless teamwork and great results.

RAHAF AL-ABDALI, 26

Senior Specialist, Graphic Design, ROSHN Group

Adil AlSalman, Senior Manager, Brand & Multimedia, ROSHN Group: I recommend Rahaf for consideration in the Faces to Watch 2024 – Brand Edition due to her remarkable dedication and outstanding achievements, particularly notable given her age. She has demonstrated exceptional creativity and innovation in her contributions to significant projects, showcasing both strong design skills and strategic acumen. I foresee Rahaf excelling in prestigious roles in the near future, given her impressive track record and potential for leadership in the marketing realm.

FACES TO 2024 WATCH

RIFAN ALSHARIF, 28

Marketing Executive, SAMACO

SAHAL SAFAR, 30

Assistant Marketing Manager (Future Generation Lab), Samsung Electronics

Jomana Asfour, Senior Manager (Head of Communications & Future Generation Lab), Samsung Electronics: Sahal is a rising star, not only is he a creative and dynamic team member. He has accomplished so much in such a short time. Sahal has become an integral part of our team in Samsung RHQ, his valuable insights have helped us improve key KPIs in terms of targeting Gen Z audience across the region and key projects that he has led on have won both internal Samsung Global recognitions/awards and external awards as well.

Recommended by: Raed Nimri, Agency Client Servicing Director, Digitect Rifan specialises in maintaining brand consistency, enhancing digital presence, and executing impactful marketing campaigns. She facilitates seamless integration of strategies for comprehensive reach and impact. Rifan is driven by a passion for innovation and continuous improvement, thriving in dynamic environments where creativity and strategic thinking are valued.

SANDRA HANY, 26

Media & Advocacy Manager, Professional Products Division, L’Oréal Egypt

Salma Gohary, Media Director, Essence Mediacom: Sandra is truly a standout employee who embodies the values and mission of her organisation. In her role as a media manager, Sandra consistently demonstrates a passion for her work that is truly inspiring. Her unwavering commitment to excellence combined with her collaborative spirit make her an absolute joy to work with. It is with the utmost enthusiasm that I recommend Sandra for this recognition.

RUTH O’MALLEY, 29

Head of Digital, IFZA (International Freezone Authority)

Adam Taylor, Director of Marketing, IFZA: Ruth has consistently demonstrated exceptional skill, knowledge and dedication in her role, and I was delighted to promote her to IFZA’s Head of Digital in April 2024 as she has been instrumental in driving business growth for IFZA. Ruth has led the strategy and execution of strategic/ innovative digital strategies and campaigns that have accelerated commercial growth and brand visibility, as part of IFZA’s international expansion ambitions and continues to shine in her new role.

SALLY MONEM, 30

Brand & Reputation Marketing Lead, MENA, Google

Recommended by: Najeeb Jarrar, Director of Marketing, Middle East and North Africa, Google. Sally leads Brand & Reputation Marketing for Google MENA focused on empowering businesses, individuals & government partners to navigate key technological trends, with a focus on AI. She leads Google’s local initiatives that are focused on showcasing the region’s history and culture. Sally also spearheads Google’s AI digital skills initiatives enabling individuals to accelerate their growth with AI. Prior to this, Sally was the lead of Retail B2B Marketing at Google, focusing on equipping e-commerce advertisers to effectively connect with their target audience.

TAREK LAWATY, 30

Marketing Communications Team Leader, Vodafone Egypt

Recommended by: Hala Abd El Khalik, Marketing Communications Senior Manager, Vodafone Egypt. Tarek has always had a penchant for launching new ideas; exposing him to various challenges that paved the way towards his first Effie win for “Vodafone Plus”, an early TikTok native campaign. Having acquired a taste for the thrill of never-before-done endeavours, he then challenged the pandemic with the first shot-fromhome Vodafone Ramadan ad, which was soon followed by another Effie win for the launch of Vodafone Play. His ultimate pride is the multiple award-winning campaign, Vodafone’s Ramadan 2023 “Shokran Men Hena li Bokra”.

SULTAN ALABDULLATIF, 26

Assistant Marketing Manager, Red Sea Global (RSG)

Elias Saroufim, Associate Director - Paid Media & Campaigns, Red Sea Global (RSG): Sultan has been instrumental and central in helping me drive the paid media and campaigns discipline within RSG. His focus and dedication were key in making us progress in the right direction and launch the first key initiatives for the organisation.

SELIN SIMO, 29

Marketing Executive, Ali & Sons / Skoda division

Feras Hasinou, Brand Manager, Ali & Sons / Skoda division:

Selin is exceptionally strong in planning marketing strategies that meet our goals and consistently ensures our campaigns achieve the desired results. She has successfully planned and executed numerous promotional events and activities for Skoda UAE. Selin’s great work spirit, level of dedication, and commitment bring pleasure and impactful marketing initiatives to our team.

SHAYAAN HABIB, 27

Social Media Executive, Rove Hotels

Miguel Rojas, Director of Brand Marketing, Rove Hotels:

During his time at Rove Hotels Shayaan has done an amazing job, taking the brand’s social presence to a whole new level. Focusing on influencer collaboration, brand partnerships and community events Shayaan has played a major role in driving Rove’s brand awareness and commercial performance, launching several campaigns that have crossed at least 1M views and delivered significant ROI. As an example, Rove’s recent Ramadan campaign, heavily promoted via social and influencer marketing, generated a 40% increase in revenue in comparison to the previous year. Miguel Rojas, Marketing Director.

SOPHIA

MAHMOOD,

29

External Communications Executive, GMG

Reka Sespsy, Director- Corporate Communications, GMG: Sophia is currently holding the Digital Executive role at GMG. In her role, she is actively involved in day-to-day communications, strategies’ implementation, and ensuring that all campaigns are executed at the highest standards. She is also key in ensuring that there are seamless synergies across all digital platforms and external communications channels. Sophia’s ability to foster strong relationships and her innate people skills make her an invaluable asset to the team.

SOPHIA

NAIIM, 27

Brand Manager, Maybelline, L’Oréal

Salma Elkarabigy, Strategy & Business Unit Director, Essencemediacom: Working with Sophia has been an incredibly enjoyable journey, allowing us to immerse ourselves in the vibrant world of makeup. Her compelling energy and fun personality make every encounter a pleasure for everyone in the team. And also, her visionary approach to driving the brand in Egypt is truly unparalleled, inspiring us to consistently deliver our best work.

FACES TO 2024 WATCH

VALROY MASCARENHAS, 27

Media Team Lead, BFL Group

Recommended by: Santhosh Kannan, Regional Marketing Manager – Digital, BFL Group.

Ajmal PM - Producer / Production Manager, Ninja Media Productions: Valroy, the guy who has uplifted the advertising style & strategy for Brands For Less. Kiran Pullanoor - Directors researcher, Dejavu: Valroy is one of the best media thinkers I’ve worked with. He’s positive, hands-on, and up to date with his industry. His strategic ideas shine in tricky situations. Ashwin Jacob - Sales Manager, ARN: Working with Valroy for over 2 years has been a pleasure. He excels in brand marketing, is responsive, and open to new ideas.

TAREQ ELSARW, 29

Senior Digital Marketing Manager, Al Futtaim Automotive – AFEMC

Marko Radzic, Marketing General Manager, Al Futtaim Electric Mobility:

It was a profitable addition to our capabilities to have Tarek as a member of our team since he is equipped with the skills necessary to be a team player or a team leader depending on the requirements of the project. He was instrumental in the implementation of a number of digital advancements for his brands and for Al Futtaim Automotive as a whole. Eagerly anticipating our future endeavours and providing him with support as he continues his never-ending path of development.

THALIA SHANEIKA SALONGA, 28

MENA PR Lead, Lush Fresh Handmade Cosmetics

Miche Whitehouse, Regional Brand and Digital Manager, Lush Fresh Handmade Cosmetics:

I’m excited to nominate Thalia, our new but already incredible PR lead at Lush Middle East, for Campaign’s Brand Faces to Watch. Thalia hit the ground running from day one, bringing fresh ideas and PR insights we didn’t know we needed. She’s quickly become vital to our team, crafting story angles that resonate perfectly with our audience, staying ahead of trends and working with our wider brand team to enhance our PR efforts.

THIVANKA WIJESINGHE, 26

Marketing Executive, Yas Island

Recommended by: Rose Alforque, Brand Marketing Manager, Miral Destinations.

Thivanka has been an integral part of Yas Island’s brand marketing team since he joined end of 2022. His support in the preparation, production, and roll-out of the destination’s campaigns (Chief Island Officer, GCC Summer Campaign with Miami Band, “The Girl Who Never Got Bored”, etc.) has been invaluable. He also leads content and brand guidance for the Yas Island website and is an amazing support on key tactical campaigns.

TASNEEM AL-TAMIMI, 29

Sr. Marketing & PR ManagerMENA, PUBG MOBILE, Tencent Global Level Infinite

Joe Zoghbi, Team Leader, PUBG MOBILE, Tencent Global Level Infinite: Tasneem exemplifies the ideal blend of product knowledge, user understanding, and creativity. Her grasp of product features and audience needs allows her to translate business challenges into innovative solutions that exceed expectations. Her insights into the gaming community’s preferences have enhanced our marketing strategies for PUBG MOBILE. Tasneem’s ability to identify and leverage user passion points sets her apart, crafting engaging campaigns that deliver value. Her foresight in market trends ensures our strategies are effective and innovative, driving brand engagement.

YAGMUR UNAL, 26

Assistant Marketing Manager, Samsung MENA

Anas El Charif, Head of Marketing - Mobile Experience, Samsung MENA:

Yagmur has a profound grasp of consumer behaviour and a commitment to excellence. She can blend creative thinking with data driven approaches to deliver the most successful campaigns. Her agility and the ownership she shows in every project makes her stand out in the teams she is a part of. Since joining Samsung less than a year ago, she has proven to everyone that she has an agile mindset and is ready to do what it takes to learn more and grow in her role. I am certain that she’ll excel in the industry and will continue delivering noteworthy results for the brands she works with.

ZUBAIR KHAN, 29

Senior Marketing Consultant, McDonald’s KSA

Alaa Khushaim, Director of Marketing & Communications, McDonald’s KSA:

As a senior marketing consultant, Zubair’s exceptional leadership and passion have greatly contributed to our marketing achievements. He joined us as a fresh graduate and quickly distinguished himself through his eagerness to learn and rapid growth. His pivotal role in restructuring our department and optimising processes led to our first-place finish in the MEA Creative Effectiveness Rankings for the past two consecutive years. Zubair’s strategic insights, creativity, and mentoring have been instrumental in driving our success and fostering a collaborative, high-performing team environment.

YASMIN DIMASSI, 26

Graphic Designer, Lush Fresh Handmade Cosmetics

Miche Whitehouse, Regional Brand and Digital Manager, Lush Fresh Handmade Cosmetics:

As a localising graphic designer, she excels in attention to detail and is dedicated to preserving the essence of the design while infusing it with the Arabic touch it needs for Lush’s market. Working with Yasmin, she ensures that every localised design maintains a high-quality standard that resonates with our audience. She has a keen eye for detail and a strong understanding of both Western and Arabic design aesthetics; she excels at seamlessly integrating cultural nuances to create visually appealing and culturally relevant artwork.

VARSHA MUCKATIRA, 28

Public Relations Manager, Property Finder

Sevgi Gur, Chief Marketing Officer, Property Finder:

Varsha is one of the most talented young communication professionals I’ve worked with. Her natural ability to craft compelling narratives and create an impact with effective storytelling drives understanding towards the brand. Not only can she grasp complex topic easily but also make them easy to understand by using the magic of words, but also has unmatched attention for details and ability to think end to end. She can manage complex projects, continuously demonstrating extreme professionalism and agility. She is a world class talent who creates massive value for our brand at Property Finder.

ZAINAB KAMAL, 29

Social Communication Executive, UAE Government Media Office

Khaled AlShehhi, Executive Director Marketing and Communications, UAE Government Media Office:

I am thrilled to nominate Zainab Kamal for Campaign’s Faces to Watch. As the newest member of our team, Zainab quickly earned trust and empowerment through her dedication and action-oriented approach. Her eagerness to learn and actively engage in her development journey showcases her resilience and adaptability, distinguishing her as a standout talent. With a strong capacity for strategic thinking and innovative problem-solving, Zainab’s rapid progression and commitment make her a perfect candidate for Faces to Watch. I am excited to see the heights she will reach in the coming years.

TARIQ AL SHARABI

MATTER OF FACT

News, views & trends from across the spectrum

MENA'S CSR REVOLUTION: PIONEERING THE ESG ERA

CSR has been buzzworded to exhaustion. Some of us have loved that buzz though, and almost everyone will say that the atmosphere it's introduced has made us more corporately conscious of our impacts.

Many readers have been part of boardroom discussions about initiatives and outcomes, but how often is one given the opportunity to gauge how we’ve changed because of it? C&B’s Annual MENA CSR Report has been charting these attitude adjustments since 2020, and we're so confident of its progress that ESG (Environmental, Social, and Governance) principles will be our focus next year. MENA businesses deserve the plaudits for how they've adapted and made themselves accountable. It's been a privilege to have shown the developments and patterns in this area for the fourth year running.

INSIGHTS FROM THIS YEAR'S CSR EFFORTS:

of business leaders in the MENA region now integrate CSR into their strategic planning, reinforcing a commitment to sustainability.

In Egypt

for example, understanding of CSR roles and responsibilities has grown impressively, from 84% to 94% this year.

of execs recognize the positive e ects of CSR on customer engagement and profitability, marking a major increase in positive business outcomes. 80%+

SPOTLIGHT

Sources: So Carma International, Cicero & Bernay

Managing Director of Cicero & Bernay A Communication Partner

to the Dubai Autism Center during its 18th Autism Awareness Campaign. This CSR initiative underscores Salik's commitment to supporting children with autism and their families, enhancing the quality of life for autistic individuals in the UAE.

Kuwaiti telecom giant Zain’s latest Ramadan commercial, dedicated to Palestinian children in Gaza, has garnered 15 million YouTube views, spotlighting the ongoing humanitarian crisis and advocating for global action and justice. This CSR initiative underscores Zain’s commitment to using its platform for social impact, shedding light on critical humanitarian issues and amplifying marginalized voices.

Arabian Automobiles...“It will land high on the consideration set.” (DT)

Abu Dhabi...“This platform could stay on air forever.” (LB)

Dubai Tourism...“Beautifully captures human stories and emotions.” (DT)

Amazon AE...“ This local adaptation lost some of its original boldness.” (LB)

Nissan ME...“ The ad brilliantly weaves the brand and product features, avoiding any sense of overkill.” (DT)

Use the QR code to view this work on Campaign’s website.

Private View

LEONARDO BORGES

Executive Creative Director at Havas Middle East

DUBAI TOURISM (1):

It’s refreshing to see a city known for its glitz and glamour revealing a more human side. These narratives connect on a deeper level, promoting a more empathetic view of Dubai, making the city more relatable and inviting to all. Nicely done.

AMAZON AE (2):

This local adaptation lost some of its original boldness. I wish the campaign had retained more of its edge and dodged some of the cliches that made their way into the final films. We shouldn’t be afraid to be bold just because we are in an (allegedly) more conservative market.

NISSAN ME (3):

It’s always fun to see star footballers in ads. The storytelling was well designed, and the players’presence effectively highlights the product’s key features. That’s hard to do. Interestingly, this might be one of those rare instances where the athletes outshine the actors in terms of performance.

ARABIAN AUTOMOBILES (4):

They went all-in on the comedy – which is refreshing. However, telling the viewers “don’t think” and just urging them to buy the product feels off, especially for a category where people are usually overwhelmed by paperwork and things they don’t understand.

EXPERIENCE ABU DHABI (5):

I love the sound of “Abu Dhabi Do’s” – and together with the music, it makes it that much catchier. It’s not a ground-breaking idea, but it nails the brief and the execution is great. This platform could stay on air forever.

Motivate Media Group

DEEPANSHI TANDON

Director – Brand at Edelman Middle East

DUBAI TOURISM (1):

It’s touching, it’s real, and it beautifully captures human stories and emotions—a fresh take compared to Dubai’s usual bling. It makes one feel it’s not a city that’s just rich, but rich at heart as well. However, with more amplification, it could have reached even more hearts.

AMAZON AE (2):

The music elevates the entire atmosphere, and the storytelling integrates relatable scenarios and nicely highlights the features. However, the ad is quite generic. I can’t say it made me feel anything beyond it being just an Amazon Prime commercial.

NISSAN ME (3):

The ad is great with its spot-on insight; the Patrol is truly a car like no other. The collaboration with Manchester City is one of those seamless alliances because the team is also like no other, true champions. The ad brilliantly weaves the brand and product features, avoiding any sense of overkill.

ARABIAN AUTOMOBILES (4):

It is simple and funny, and effectively conveys the message. It will land high on the consideration set. The clever insight makes it relatable and ensures it resonates well with the target audience.

EXPERIENCE ABU DHABI (5):

The production is what stood out for me! The vlogstyle mix truly helps get the point across. The effort is amazing in changing how people perceive Abu Dhabi and showcasing everything it has to offer. Kudos to the team.

Head Office: 34th Floor, Media One Tower, Dubai Media City, Dubai, UAE. Tel: +971 4 427 3000, Fax: +971 4 428 2266. Email: motivate@motivate.ae Dubai Media City: SD 2-94, 2nd Floor, Building 2, Dubai, UAE. Tel: +971 4 390 3550, Fax: +971 4 390 4845 Abu Dhabi: Motivate Advertising, Marketing & Publishing, PO Box 43072, Abu Dhabi, UAE. Tel: +971 2 677 2005, Fax: +97126573401, Email: motivate-adh@motivate.ae Saudi Arabia: Regus Offices No. 455 - 456, 4th Floor, Hamad Tower, King Fahad Road, Al Olaya, Riyadh, KSA. Tel: +966 11 834 3595 / +966 11 834 3596. Email: motivate@motivate.ae London: Motivate Publishing Ltd, Acre House, 11/15 William Road, London NW1 3ER. Email: motivateuk@motivate.ae www.motivatemedia.com

EDITORIAL Editor-in-Chief Obaid Humaid Al Tayer Managing Partner and Group Editor Ian Fairservice Editor Justin Harper Reporter Ishwari Khatu Junior Reporter Shantelle Nagarajan

DESIGN Art Director Clarkwin Cruz Senior 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

opinions expressed within this magazine are not necessarily those of Haymarket Magazines Limited or those of its contributors.

Dubai Tourism Life in Dubai: People of Determination Agency: Create Production

Justin harper Editor

justin.harper@motivate.ae www.linkedin/in/harperjustin

Justin Harper

“I

WANT AI TO DO MY LAUNDRY AND DISHES, NOT MY WRITING”

There was a LinkedIn post getting plenty of views recently on the subject of AI. It was posted by an ‘author and videogame enthusiast’ who said she wanted AI to do her laundry and dishes, not her art and writing. If you think about all the mundane jobs we have to do each week, household chores are likely to be top of most people’s lists. While washing machines and dishwashers have helped make these jobs easier, you still need to load and unload them, dry them then put them away.

All the talk has been on how tools like ChatGPT and Midjourney can create AI-generated text and images. But these are tasks we like to do as humans (writers and designers anyhow) and for now, are doing a better job at them than AI. So shouldn’t we be focusing more on improving AI’s capabilities for tasks we really don’t want to do – like household chores, doing our tax returns and cooking dinner? I thought I’d do a bit of ‘desk research’ and see if AI is actually improving any of the above and found myself trawling websites for robots.

The SANBOT Nano Home Service Robot caught my eye, a bargain at just $9,999.99. (That’s lucky as I’d never pay $10k for a robot). Nano comes with an advanced voice-interaction system, high-quality speakers, communication and Alexa’s smart IoT. So far, so good.

“You can ask Nano to order some delicious takeout, give you the weather forecast, help you find the answer to a question and remind you of any appointments or tasks you have for the day,” reads the product description. OK great, and what about washing the dishes and laundry? “Control your smart home appliances including curtains, TV, lights and

air-conditioner using voice commands with your robot butler.”

Useful, but actually wash dishes and laundry? “Use the Sanbot mobile app and control the robot to patrol and monitor your house, child or pet. Nano’s highdefinition sound system and coloured lights lets the robot bring the party anywhere. You can ask Nano to play a specific song, artist, genre, or streaming service.” So in summary – Good for parties, not so good for household chores. The point the author/ videogame enthusiast was getting at is very valid.

We are focusing on improving AI in areas we may not want it. Whether it is for efficiency or cost-saving, we should think carefully about where it is needed, and wanted. The jury is still out on how AI is going to change the creative industries – at best it will be a tool to sit alongside us and won’t replace our creative teams.

But is that a realistic scenario? Will it become so good by learning from us that we are no longer required? As humans, we like making things and creating things. From knitting a jumper, to sketching to writing a catchy slogan for an ad – we are good at it and get much pleasure from doing ‘deep work’. Don’t take that away from us. But dirty clothes and dishes – yes please.

By the way, this is my last comment for Campaign Middle East as I hand over the reins to my successor who I know will inject plenty of energy and passion into the role. This is an amazing industry with so many talented and friendly people, and I hope we cross paths again in another capacity. For now, enjoy the summer break, keep on creating and winning those awards. Thanks for having me.

“As

humans we like making things and creating things.

From kni ing a jumper, to sketching to writing a catchy slogan for an ad”

Appointments

MMA Global, has appointed MELIS ERTEM as its Chief Executive Officer for Türkiye, Middle East, and Africa. Ertem has more than two decades of experience in the marketing, technology, and telecommunications industries. She has been a part of MMA since 2005, where she led the launch of the MMA EMEA Chapter in 2007 and the MMA Türkiye chapter in 2009. In her current role, Ertem will look at fostering innovation, leveraging the power of AI, data, and emerging technologies to drive growth and influence in the marketing industry.

Omnicom has named MAZEN ABD RABBO as Senior Vice President of the newly formed Omnicom Qatar. Abd Rabbo will oversee Omnicom’s agencies in the country, focusing on talent, cross agency collaboration, and innovation to drive growth in the Middle East. With more than 15 years in the event planning business in Qatar, Abd Rabbo has been integral to the execution of many of the country’s highest-profile events. Most recently, he held leadership positions at Omnicom’s event marketing agency Auditoire, serving as Vice President for the Middle East and Managing Director of the Qatar office.

leadership positions at globally acclaimed agencies, including Pereira O’Dell, Africa, Ogilvy Brazil, DM9DDB and BBDO China. In his new role, Fortes will lead the creative teams at VML Dubai, spearheading initiatives that elevate brand storytelling, digital experiences, and overall creative output for clients.

Extend The Ad Network named GEORGE BARSOUM as Deputy CEO and Chief Operating Officer. The move further strengthens Extend’s continuing commitment to strengthen its leadership team with seasoned industry leaders who bring regional and global expertise in the communications industry. With over 26 years of executive leadership roles in the region’s largest multinational agency networks, including Leo Burnett and VMLY&R. Barsoum brings a wealth of experience in communication, marketing and strategy to the Extend Group.

having served since 2018 as the Regional PR and Communications Manager for Rolls-Royce Motor Cars Middle East and Africa. In this capacity, Joudi claims to be instrumental in steering the brand’s narrative through innovative public relations strategies, impactful media relations, and successful regional launches and events.

VML UAE has appointed ARICIO FORTES as its CCO, a creative who has picked up more than 40 Cannes Lions awards. Fortes brings with him a wealth of experience in driving award-winning work for some of the world’s largest brands and new business ventures. Fortes previously held creative

Mercedes-Benz Cars Middle East (MBCME) has appointed TANIYA CHANDRA as the new Head of Marketing & Communication. Her responsibilities extend across the MercedesBenz General Distributor (MBGD) network. Her journey with Mercedes-Benz began as part of the group’s ‘Leader’s Lab’ management program. Since then, Chandra has embraced transformational roles to drive active change and innovation through dynamic shifts in the industry.

BMW Group has named RAMI JOUDI as Head of Corporate Communications for BMW Group Middle East. Joudi has specific regional automotive and luxury lifestyle experience,

Digitalfarm has promoted ABEDA AL ASLAMI to Group Client Operations Director. In this new role, she will lead the agency’s operations for social media projects, overseeing the teams and the structure of the work and projects to ensure excellence in delivery and innovation. With a distinguished 12-year track record in the industry, Al Aslami brings a wealth of experience to this role. This promotion marks a strategic move to facilitate the agency’s growth and ensure the sustainability of ongoing projects.

Chain Reaction has appointed KHALED AKBIK as General Manager of Marketing and Communication. Akbik brings over 18 years of dynamic experience in the social and digital media scene, having worked with leading companies on both the agency and client sides, such as OMD MENA and New Media Academy. His role will focus on expanding Chain Reaction’s social media, creative and video production remit in the region while working closely with the rest of Chain Reaction’s digital marketing teams to deliver solutions for local, regional and global brands and partners

The Spin

The Spin is a fan of Sobha Realty and Arsenal FC, but we had to include this promotional photo on this page. It was a big deal when the property developer announced the four-year sponsorship with the Premier League club. But perhaps it can advise its star football players to not block the Sobha logo in future photoshoots. Blocking the ‘ha’ in Sobha leaves you with ‘Sob’. And Arsenal were indeed in tears for a second season running, after

coming runners-up to arch rivals Manchester City.

Indeed, using sports stars in an advertising campaign comes with risks. Trying tell that to Unilever, which makes the Hellmann’s mayonnaise brand. It drafted in football star Jack Grealish into its campaign ahead of the Euro 2024 football tournament. Little did it know that Grealish was about to be dropped by the England boss. The

slogan of the campaign was ‘Up Your Game’ which ironically many felt Grealish needs to do to get back into the England side, and Manchester City. Egg on your face? Egg mayonnaise more like.

Scammers suck right. Especially those wearing pantomime masks when they call you. Not sure why you need to conceal your identity when you are making a landline phone call, but this scammer

(model pretending to be a scammer) feels the need for one. But then again, they could be making a video call at the same time as calling a potential victim. A multi-tasking, mask-wearing scammer. Of course, scamming is a serious subject and we should all be vigilant online and when cold called. Let’s face it.

It looks like we have stepped back in time, according to this road sign,

Because Your Career Deserves the Best Start.

We’re

spotted near our offices in Media City. ‘Entrance for Whitelisted Tenants Only’ reminds us of the old apartheid regime in South Africa. Is it politically correct to use the terms whitelisted, or blacklisted anymore? We at The Spin also wonder what it takes to make it onto the whitelist. Parking nicely, keeping your car clean, not playing loud music. Whatever it is, we want to be part of this exclusive car club.