Campaign Middle East - March 2025

THE CREATIVE AND MEDIA AGENCY GUIDE 2025

AGENCY POWERHOUSES MAP 2025 RAMADAN DATA AND CREATIVITY INSIDE

IN THIS ISSUE

30 DATA AND CREATIVITY: A CALL FOR CAUTION AND COLLABORATION

Cicero

Motivate Media Group

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

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EDITORIAL: Motivate Media Group Editor-in-Chief Obaid Humaid Al Tayer | Managing Partner and Group Editor Ian Fairservice Campaign Middle East Editor Anup Oommen | Reporter Ishwari Khatu | Junior Reporter Shantelle Nagarajan | Junior Reporter Hiba Faisal

DESIGN: 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

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EDITOR’S LETTER

Ramadan Kareem! On behalf of our wonderful team at Campaign Middle East, it’s a pleasure to wish each of you peace of mind, prosperity, purpose, good health and heartfelt moments with loved ones through the Holy Month.

It’s no surprise that most conversations through the month of February have revolved around pre-Ramadan preparations and promotions. Ramadan campaigns, which have been simmering for a few months, are finally being served.

A few client-side marketers have allocated significantly higher budgets – up to 25 per cent of their annual advertising spend – as well as more time and resources for their Ramadan campaigns in 2025, compared with previous years. That said, they have requested for the industry to do Ramadan differently this year.

At our first event of the year, Campaign Breakfast Briefing: Ramadan Advertising and the Year Ahead for Media and Marketing, held on 7 February, industry leaders said that lessons learnt through Ramadan ought to become status quo for the year ahead. They called for a move from clichés of lanterns to meaningful marketing that highlights memories, moments and the magic of togetherness. Don’t stick to traditional demographic segmentation based on age, gender, income, occupation and nationality, marketers said. Instead, tug on the heartstrings of specific cohorts of hyper-local regional communities, which have distinct dialects, cultures, lifestyles, media preferences and purchase patterns.

It’s time to create hyper-personalised, culturally sensitive campaigns that communicate stories ‘of the people, by the people and for the people in the region’. For instance, we need to shift from campaigns that portray anonymous expat models donning local attire to representing local leaders, regional influencers and inspirational icons who reflect brand values.

As we step into a month of reflection and practising gratefulness, here’s a special word of thanks to each of you who turned up to our first event of the year. We marked an all-time record turnout – with tickets sold out – for the Campaign Breakfast Briefing in February.

For those of you who couldn’t get your hands on a ticket, here’s a reminder that tickets will be on sale shortly for our next event, Campaign Breakfast Briefing: Talent & Technology, to be held on 11 April at the Metropolitan Hotel in Dubai.

We’re also grateful to all the client-side marketers, chief creative officers, and agency and adtech leaders who have contributed to this edition of the magazine despite a particularly busy month. All the content and ongoing conversations point to a very exciting month ahead – and not just because of the shorter working hours. Once again, Ramadan Kareem!

ARABIA POWER MOVE TAKES OVER DUBAI OOH

renting billboard space from its competitors, Al Arabia delivered a subtle message to the advertising community.

Naif Alrajhi Investment to launch KSA’s first global media representation services company

Naif Alrajhi Investment, a Saudi Arabian investment group, has launched the Kingdom’s first global media representation services company through its outdoor media subsidiary Phi Advertising and in strategic partnership with Skyscale Media.

Through this establishment, Saudi brands and entities will now have access to global media expertise and solutions, helping them reach global audiences through exclusive partnerships with some of the world’s most prestigious media outlets.

The initial media partnerships cover various content streams across travel, lifestyle, news, sports, entertainment and streaming segments.

Global media partners currently include: Conde Nast; Network18 India; NBCUniversal, including CNBC; and Sky Media Europe, which is home to Europe’s premium news and sports platforms – Sky News and Sky Sports.

For example, the partnership with NBCU will offer Saudi and MENA-based brands the opportunity to leverage NBCU’s extensive broadcast and digital reach, including major global events like the Super Bowl, NBA, Olympics, FIFA World Cup and Premier League matches.

“This venture marks an exciting new chapter for media and advertising in the Kingdom,” said Naif Saleh Alrajhi, Chairman and CEO of Naif Alrajhi Investment.

Alrajhi explained that the motive behind this was to facilitate genuine connections between brands and their audiences in the Kingdom. “With Saudi Arabia’s Vision 2030 driving economic transformation and its strategic position as a hub for business, tourism and culture, we see potential in helping local brands forge meaningful connections with global consumers through our world-class media offerings,” he said.

In addition to the media representation business, the entity will also help leverage other high-impact visibility platforms such as screens in the the iconic Piccadilly Circus in London and Times Square in New York, as well as premium TV, digital and streaming services. With a robust portfolio, the company aims to empower brands to elevate their visibility and achieve their

Gambit wins Samsung Gulf PR mandate

Samsung Gulf Electronics has named Gambit Communications as its new public relations agency following a multi-agency pitch process.

The remit covers PR operations across five countries: UAE, Qatar, Kuwait, Bahrain, and Oman, spanning smartphones, TVs, and home appliances.

Jamal Al Mawed, Gambit Communications’ Founder and Managing Director, said, “Samsung is at the forefront of so much of the technology we use in our daily lives, and is literally shaping the future with its transformative ideas and technologies. It is both an honour and a proud responsibility for us to help tell those stories in the region.”

The agency also has taken on additional clients, including Uber, Deloitte, Emirates Airlines Festival of Literature, Omniyat and Essilor Luxottica Group.

marketing objectives on an international scale and across all continents.

“We are extremely excited about our partnership with Naif Alrajhi Investment and the opportunity to launch the first international media representation services company in Saudi Arabia,” said Rohit Singh, CEO of Skyscale.

“The Kingdom is one of the fastestgrowing markets in the world, and we believe that our expertise in global media

solutions will allow us to effectively serve both local and regional brands seeking to reach audiences globally,” he added.

The collaboration hopes to combine Saudi Arabia’s strategic location and investmentdriven growth with international expertise. Through the launch of this company, Naif Alrajhi Investment aims to position Saudi Arabia as a key destination for business and travel amongst the world’s most premium audiences.

BRANDS FOR LESS THE AGENT

From left, Rohit Singh, CEO of Skyscale, and Salman Al-Asmari, Vice President, Naif Alrajhi Investment.

PromoMedia expands OOH advertising footprint in Amman, Jordan

PromoMedia, a subsidiary of JGroup, has expanded its footprint in Amman, Jordan, by securing static outdoor and digital media screens across the city.

The move aims to transform the city’s outdoor advertising landscape, providing brands with a platform to connect with audiences in one of the region’s most dynamic capitals. The company has installed 10 wall signs, designed to capture attention and create memorable brand experiences.

Patrick Haber, Vice President of

JGroup and General Manager of PromoMedia, said, “We are delighted to expand our footprint into Amman to offer our innovative platforms for the vast spectrum of brands in the city. As leaders in the outdoor advertising industry, we have created a robust reputation for delivering impactful solutions and fostering strong partnerships across the Middle East and Africa (MEA) region.”

Haber added, “Our latest initiative in Amman is a testament to our

In what may be the most apt example of converting something historically displeasing into a delight for many, Sleepzone has launched thesnoremeter.com, a digital platform that transforms the sound of a snore into a discount coupon for promotions. To share the initiative, Sleepzone has launched a film and radio campaign that humorously encapsulates spouses getting happier – instead of irritated and frustrated – when their partners snore in bed. The beauty of the campaign lies in its simplicity – ‘the louder the snore, the bigger the score’. It invites people to record a 15-second clip of their partner’s snores while they doze. As the snores get louder, so do the discounts.

Are

you a face to watch in 2025?

Campaign’s Agency Faces to Watch 2025 is back to profile the brightest and best young talent aged 30 and under working agency-side in creative, media, digital and PR agencies in the MENA region. Every nominee must be put forward by a senior manager within their own company or by a client they have worked with.

Heriot-Watt University Dubai has partnered for the fifth year with Campaign Middle East for Campaign’s annual Agency Faces to Watch list, offering a chance to win one of five scholarships to a master’s degree in digital marketing at its Edinburgh Business School in Dubai.

vision of merging creativity with cutting-edge technologies, redefining brands’ engagement with their audiences.”

PromoMedia’s new installations aim to enrich the experience of both residents and visitors, showcasing compelling and meaningful content that resonates with diverse audiences. Furthermore, this step is projected to attract international advertisers, positioning Amman as a vibrant hub for outdoor campaigns and innovative brand storytelling.

Candidates will have to submit a 500-word essay to qualify for the above scholarships on how this course will help them in their future career in marketing, to be judged by a panel. There is one 100 per cent scholarship up for grabs, along with four 30 per cent scholarships – one for the winner of each category. There is a limit of three entries per agency in each category, and candidates chosen in the past cannot apply again. The extended deadline for submission will be March 7, 2025. We will not be able to take any nominations after that, so get yours in now. The results will be out in Campaign’s March-end issue. For more information, please visit campaignme.com.

MOUNTAIN DEW & DORITOS DEW X DORITOS

Aiming to stand out as bold icons that connect with unapologetic and adventurous Gen Z, Mountain Dew and Doritos have launched a daring campaign in Iraq. The idea of the campaign was simple, but powerful: to position each brand as a force on its own, then fuse them into something unstoppable. To do this, the campaign took a deep dive into the cultural fabric of Iraq, incorporating Iraqi and Kurdish dialects – designed to feel like the campaign belongs to the audience it’s speaking to. Rolled out across TVCs, in-store branding, out-of-home billboards, as well as digital and social media platforms, the campaign was designed to captivate across every touchpoint.

Omnicom’s OMD Worldwide reveals new, refreshed brand positioning: We Create What’s Next

OMD Worldwide, part of Omnicom Media Group and the world’s largest media agency network, has revealed its new brand positioning: We Create What’s Next. The new direction aims to highlight OMD as a media partner with the vision, expertise and technology to help brands drive incremental sales and market share growth in a dynamic business and consumer landscape. The new positioning is accompanied by a refreshed visual identity – created in collaboration with Canva – which features a modernised version of OMD’s signature red logo.

“We Create What’s Next sends a straightforward message to our teams, our brand partners, and the marketplace more broadly: OMD is building on our global leadership position and legacy of innovation to reimagine how and where brands can win with consumers for the next decade,” said OMD CEO George Manas.

“It is our firm belief that doing so requires deep and unprecedented collaboration and co-creation between the agency, the client, and the marketplace, bringing forth the best that each has to offer,” Manas added.

Valentine’s Day might be the most romantic day of the year, but not for the heartbroken. This year, Panadol Extra stepped up – not with pain relief for headaches, but for heartbreak, turning brutal breakup texts into hilarious songs. The campaign kicked off with teasers on Instagram and YouTube, inviting people to share their worst breakup texts. Three of the most ridiculous messages were transformed into songs – complete with kitsch music videos. Unlike other healthcare brands that take a purely functional approach, Panadol aims to emotionally connect with consumers by tapping into the everyday struggles of modern life – including heartbreak.

The new positioning reflects the agency’s focus on emerging areas such as retail media, connected TV, creator and influencer ecosystems, and new and emerging touchpoints such as generative AI search.

“For our part, OMD will be leveraging Omnicom’s singular advantages in AI, data and technology; deep specialisation in commerce, creators, and connected TV; and extensive experience in agency operating model innovation – all of which will be brought to bear in service of creative media solutions that help build our clients’ brands and grow their businesses,” Manas said.

“We owe our business and awards performance to this innovative spirit, which has been driving us forward from inception. We have an impressive track record of regional firsts in research, technology, data, services and media creativity so our new positioning builds on deep and solid foundations here too,” said Saleh Ghazal, CEO of OMD MENA.

The new positioning was unveiled during a global town hall livestreamed to OMD’s 14,000 employees across more than 100 countries. As the advertising industry undergoes seismic changes, OMD’s brand refresh comes at a critical moment. Omnicom’s recent $13bn acquisition of Interpublic Group (IPG) strengthens its position in an increasingly AI-driven marketing landscape.

COMvergence’s Global & Regional Billings Projected 2024 report, published in December 2024, listed OMD Worldwide as the number 1 global media agency network by volume, with $25.9bn in global billings.

The agency’s 7.9 per cent growth over 2023 represents the highest rate of growth among the top five agency networks and the largest net billings increase, adding $1.9bn in 12 months.

This integrated campaign from Adidas aims to capture the very essence of sport that connects athletes – on every pitch, track and court, as well as off the track – rooted in the line, “We all need someone to make us believe.” The campaign was rolled out across out-of-home (OOH), digital integration, social media and through music partnerships. The narrative of this installment centred around ‘winning with her’, showcasing two female friends supporting each other before a race begins. This dynamic duo highlights a unique aspect of running: your biggest rival can also be your closest ally. The campaign launched in January and will run through the first quarter of 2025.

Agency VML Dubai Production house What If Creative Studio

M&C Saatchi Sport & Entertainment Production house Toast Films PANADOL BREAK UP TEXT SONGS

The Ramadan digital gold rush

DXTA Technology’s Roy Ma a on the winning formula for smarter advertising.

There’s something magical about the Holy Month of Ramadan. A month of reflection, generosity and togetherness. But for brands, it’s also the most competitive time of the year, a digital battleground where attention is the ultimate currency.

Imagine this: It’s iftar time. Families are gathered, phones in hand, scrolling through content, engaging in conversations and shopping for Eid. This is where brands must be, not just present, but relevant, engaging and seamlessly integrated into the Ramadan experience.

The question is, how do you cut through the clutter? The answer lies in the intersection of creativity and data-driven precision. And that’s exactly where DXTA Technology thrives.

THE AI-POWERED SHIFT IN RAMADAN MARKETING

During Ramadan, consumer behaviour takes a sharp turn. Screen time skyrockets, social media becomes more interactive, online shopping surges and digital content consumption reaches new heights. This is an opportunity for marketers, but only if they leverage the right tools.

premium gaming experiences. From interactive mini games to immersive rewarded ads, this is where brands can create deep, lasting impressions.

4. Huawei Petal Ads: unlocking niche high-intent audiences

For brands targeting high-value audiences in the GCC, China and Russia, DXTA provides exclusive access to Huawei Petal Ads. With 3 million Huawei users in the UAE and 14 million in Saudi Arabia, this is an untapped goldmine of potential customers, ready to engage with the right Ramadan offers.

5. AI-powered social media: smarter, faster, better Ramadan social media activity is different; it’s more personal, more engaged and more community-driven. DXTA’s AI-driven social media platform automates campaign planning, optimisation and reporting in real time. This means brands don’t just participate in Ramadan conversations; they lead them.

At DXTA, we don’t just run ads, we engineer impact. Our AI-driven, proprietary advertising technology platform ensures that brands don’t just appear on screens; they dominate them, with precision and engagement that’s second to none. Let’s break it down.

1. Programmatic advertising: precision meets scale DXTA provides direct access to more than 25,000 premium websites globally, processing more than 20 billion daily impressions. But it’s not just about scale; it’s about precision. Our AI-powered audience targeting technology ensures your brand connects with real, high-intent audiences, within an engaging context. During Ramadan, when consumer spending peaks, this translates into real and measurable business impact.

2. High-impact programmatic takeovers: owning digital space

Ramadan is no time for subtlety. DXTA is the only technology platform in the region offering programmatic takeovers: full-screen, high-impact digital experiences that capture attention instantly. These are not your typical banner ads; they’re immersive, engaging and designed for impact. When competition is fierce, domination is key.

3. Gameloft in-game advertising: the future of engagement

Here’s an insight: People don’t just browse during Ramadan, they play. With 1 billion monthly active users, Gameloft’s in-game advertising inventory (exclusively available through DXTA) allows brands to integrate seamlessly into

6. Programmatic DOOH: the power of real-world impact Ramadan isn’t just digital; it’s also deeply rooted in physical experiences - shopping, dining out, traveling. DXTA’s Programmatic DOOH solution ensures brands reach audiences at the perfect moment. DXTA exclusively offers programmatic campaigns across our sister company Hypermedia extensive digital smart Retail Media network in the UAE. Our AI-powered audience identification technology can detect gender, clothing style and even behaviours, allowing for hyper-personalised outdoor advertising on metro screens, malls, hypermarkets and high-footfall destinations.

7. WiFi advertising: unmissable attention in public spaces

Picture this: A family at a mall, connecting to public WIFI before making their next purchase. DXTA’s WIFI advertising ensures they see a 10-second, not skippable ad from your brand at that precise moment. That’s brand exposure when it matters most. Thinking Drive-To-Store?

THE DXTA IMPACT

Ramadan marketing is not about being everywhere. It’s about being in the right places, with the right message, at the right time. DXTA’s AI-powered, programmatic ecosystem ensures that every touchpoint is optimised for engagement and conversion.

In a season driven by emotion, tradition and community, brands must go beyond traditional advertising. They need to create experiences, ones that feel personal, relevant and timely. That’s exactly what DXTA delivers.

By Roy Ma a, CRO, W Group, and Acting CEO, DXTA Technology

“Ramadan advertising is about being in the right places, with the right message, at the right time. DXTA’s AI-powered, programmatic ecosystem ensures that every touchpoint is optimised for engagement and conversion.”

INDUSTRY FORUM:

Has the industry lost some of its showmanship and value in the pursuit of formulaic, data-led insights?

Tala Mukaddam Business Lead, Brand and Podcasts, Create

YESThe golden age of advertising elicits images of cigar-smoking executives in high-rise towers, sitting around in tailored suits, dreaming up the next exciting way to sell cigarettes. In the glamourised era of Mad Men, advertising felt exciting, powerful and brand new.

Though the advent of television came earlier, in the 1940s, it wasn’t until the 1960s that brands truly understood the power television had to showcase their creative advertisements – readily available in every home. This was a new playing field, and TV heralded a revolution. Insights at the time were derived from human experience: consumer behaviour, market research, focus groups, surveys and such. While insights have always served as the heart of any good campaign, there was also an ample amount of pageantry and daring that went into the work. It was the metaphorical Wild West, and everything was fair in love and advertising.

Have we lost some of that creative freedom – the ability to soar to viral (but IRL) heights or fail catastrophically – in 2025? Probably, yes.

But are advancements in data-led insights the reason for some of the advertising industry’s daring being stifled, or is it more attributed to cultural norms evolving over time?

Societal expectations, gender norms and age-related limitations have all made strides over the past 60 years. We are no longer the same society, and our ads have evolved with us in turn. I don’t think having more data had much to do with it. In fact, ‘data-driven’ insights, when paired with strong cultural ones, have the potential to create the most powerful campaigns.

In sum, are we a little less Wild West and a little more cautious in 2025 than, say, 1960? Certainly. But data has always existed, and while its accuracy and complexity continue to evolve, it will always be at the heart of any truly powerful ad.

And it does not come at the expense of creativity. That part remains attributed to the magic of advertisers – for now.

Carlos Nadal SVP – Growth, Havas Middle East

YES

Data has transformed our industry, but sometimes in chasing numbers, we’ve drifted away from the magic of storytelling and creativity. The best campaigns often come from a single meaningful insight paired with emotion, delivering both short-term results and long-term brand value. In the Middle East, where culture runs deep, we may be over-focusing on performance metrics at the expense of genuine human connections. Clients could benefit from taking more creative risks rather than staying in the comfort zone of metric-driven solutions. The path forward isn’t about choosing between data and creativity – it’s about using data thoughtfully to shape campaigns that both perform and resonate with our audience’s hearts and minds.

Passant El-Ghanem

Marketing Director Middle East and Africa, Kraft Heinz

NO

The industry has increasingly shifted toward data-driven insights, but true marketing magic lies in the balance between art and science. While data refines strategies and drives effectiveness, over-reliance risks diluting creativity and emotional resonance. At Kraft Heinz Middle East, we champion bold storytelling, leveraging insights to elevate – not replace – showmanship. Heinz thrives on cultural relevance, surprise, and human connection. We resist formulaic approaches and embrace disruptive creativity, ensuring campaigns are both effective and unforgettable. Take Ketchup and Down, inspired by research revealing consumer frustration over ketchup flow, turning a simple bottle flip into an engaging campaign. Or Ketchup Insurance, born from social listening, ensuring fearless eating, and embracing ketchup mishaps. Both prove data fuels creativity, but it’s bold ideas that make brands iconic.

Nicolas Garcia Creative Director, Science & Sunshine

YES

Don’t get me wrong. I do believe data can sometimes inform and inspire great creative thinking. But it’s a double-edged sword.

In a craft where emotion often overrides logic, it’s usually the things we can’t explain that end up having the most extraordinary results. No data in the world could’ve predicted that a gorilla playing the drums for 60 seconds would boost Cadbury’s sales by 10 per cent. Yet it did.

There’s no doubt that data and research have their place as sources of inspiration. But perhaps our industry’s obsession with predictable, data-driven solutions is stripping creativity of its most powerful weapon: intuition. The magic of the unexplainable.

Seyoan Vela Chief Creative Officer, Living Room

YES

Although, I wouldn’t say this is just a regional issue. It’s an industry wide issue. Advertising globally has lost much of its razzmatazz. And all the creative professions seem to be suffering from over- analysis paralysis leading to more formulaic solutions in everything from industrial design to architecture. But I wouldn’t put the blame at the feet of data. Ultimately it comes down to how human beings use data. And an awareness that not everything worthwhile can be measured, and not everything measured is worthwhile.

Ahmad Hussain Head of Content, Radix Media MENA

YES

Absolutely. The industry’s obsession with data-led insights has turned marketing into The Great Creativity Heist – where bold ideas are held hostage by algorithms, and PowerPoint decks have more charisma than the campaigns they approve.

Once, brands told epic stories. Now? We get hyper-targeted ads whispering, “Hey, weekend jogger who skipped leg day – buy these compression socks and rethink your life” at 3am.

The result? Bland, optimised-to-death content. Safer than a helmeted bubble-wrap burrito. As thrilling as a webinar on the history of filing cabinets.

Data shows what works, but only creative chaos makes people care. Let’s hijack the algorithm, sprinkle some chaos.

Craig Borthwick Partner, Lightblue

NO

Data lays foundations, giving creativity the right direction to hit objectives. But once insights are set, creativity needs space – overloading kills the magic. It’s not data versus creativity; they go hand in hand. Data is the fuel to make creative stronger. Sure, not every execution lands, and that might make it seem like we’ve lost some value. But look at recent winners at Athar, Lynx or Cannes – regional creativity is excelling. When making sense of data strategically is on point, storytelling thrives, and results are incredible. Let’s not overlook the great work just because some misses get more attention than the wins.

Bilal Nakhli Brand Marketing Manager, CARMA

NO

For years, the industry thrived on bold ideas and campaigns that left a lasting impact. Today, data-led insights are reshaping how success is measured, but that doesn’t mean creativity has taken a backseat. If anything, data is here to sharpen storytelling, not replace it. The real challenge isn’t the rise of data but understanding what it can tell us and how to use it effectively. The region is at a turning point, and when data, AI, and human creativity come together, the industry becomes stronger. It’s not about losing its essence but evolving into something smarter, sharper, and more powerful.

Roy Nasrallah Vice President – Marketing, GMG

NO

The most successful brands realise that creativity and analytics must be woven together. Data can reveal unique consumer segments –like the rapidly growing gaming community – while artistry turns those insights into compelling narratives and memorable interactions. These brands harness analytics to understand customer preferences and behaviour, then use imagination to bring new concepts to life. It’s a delicate balance: letting numbers guide big decisions without letting them dictate every detail. When done right, data amplifies, rather than replaces, the soul of a brand.

Al Arabia takes over Dubai with an OOH power move to be seen by everyone

By renting billboard space from its competitors, Al Arabia delivered a subtle message to the advertising and marketing community.

Following more than 42 years of success in offering out-of-home (OOH) advertising solutions in Saudi Arabia, where it is now one of the largest and most prominent companies in the world in terms of revenue and digital transformation, Al Arabia continues its expansion in the Middle East region.

Al Arabia chose Dubai as its next major market with a powerful and innovative entry, introducing the largest and most widespread digital network in the city, equipped with cutting-edge technology to provide accurate viewership data.

Given that Dubai is one of the region’s most significant advertising hubs with numerous local companies, Al Arabia sought to stand out with a distinctive campaign aimed at engaging the Emirati community.

For its launch, Al Arabia collaborated with one of the UAE’s most inspiring success stories: the Emirati entrepreneur behind the popular Salt restaurant chain, which was celebrating its 10th anniversary.

Al Arabia gave Salt, a local restaurant famous for offering burgers on par with global brands, a unique opportunity for a joint campaign. The teaser phase started

with an intriguing message across Al Arabia’s prominent digital billboards in key Dubai locations, reading: “Something salty is on coming… To be seen by everyone.” This teaser instantly captured attention, making the campaign the most viewed in the city.

The campaign later revealed that the teaser was promoting Salt’s new burger for just AED 10, in celebration of its 10th anniversary. However, this campaign was more than just a regular ad; it was a clever showcase of the power and influence of outdoor advertising.

In an unexpected twist, Al Arabia also rented billboard space from its competitors, without revealing its involvement, to advertise the same teaser but with a different, witty message.

Instead of “To be seen by everyone” the message on competitors’ billboards read: “To be seen by [specific location],” highlighting the limited coverage of those networks compared with Al Arabia’s widespread presence, and utilising each competitor’s brand colour for the teaser, along with a witty tag line. This smart move delivered a subtle message to the advertising and marketing community, underscoring Al Arabia’s superior network and reach.

Salt’s new AED 10 burger campaign was enhanced by Al-Arabia’s widespread network of screens and visibility. It cleverly compared Al Arabia’s strategic digital billboard locations with the traditional static ones, emphasising the importance of targeted promotional campaigns aimed at reaching the widest audience.

The campaign wasn’t limited to outdoor ads. Salt showed its appreciation by changing all its packaging during the campaign to Al Arabia’s colours and the tagline “Seen By Everyone.” Additionally, 1,000 burgers were distributed to top marketing and advertising agencies, each packaged with Al Arabia’s branding, reinforcing the company’s presence and highlighting its role in connecting brands with their target audience.

This campaign served as a unique model for community engagement, sharing positive success stories in a creative way.

“This campaign embodies what Al Arabia does best, ensuring brands are seen by the right people, in the right places, at the right time,” said Fai Bin Masoud, Business Development Director at Al Arabia. “We didn’t just introduce ourselves to Dubai, we made sure everyone saw us. And in doing so, we helped a beloved local brand make an even bigger impact.”

This wasn’t just a celebration of Salt’s 10th anniversary. It was also a bold statement announcing Al Arabia’s entry into Dubai, showcasing its distinction and challenging other players in a highly competitive market. With the rapid growth of social media, the campaign reinforced the strength of digital outdoor advertising, truly seen by everyone.

BRAND FOCUS

SOCIAL COMMERCE

Visa’s Tarek Abdalla on redefining consumer behaviour and the future of retail.

From manual point-of-sale machines to the seamless flow of social commerce today, the world of payments and consumer purchase expectations has undergone a dramatic transformation.

With global social commerce revenues projected to grow to more than $1 trillion by 2028, the demand for fast, secure and integrated payment solutions is more critical than ever. The future of shopping is here and it’s social.

Immersive, interactive and powered by technology

the search for products on social media rises to 60 per cent across CEMEA, reaching a remarkable 88 per cent in Nigeria.

Rise of augmented and virtual reality

The integration of technologies such as augmented reality (AR) and virtual reality (VR) is further amplifying social commerce by reshaping consumer interactions and enhancing purchase confidence. For example, a luxury fashion brand collaborated with Snapchat to launch the first global AR shoe try-on, allowing users to virtually try on sneakers and purchase them directly in-app, leading to increased engagement and sales.

In CEMEA, there is significant opportunity for businesses to leverage AR and VR. A recent study revealed that a third of respondents in Saudi Arabia, 26 per cent in the UAE and 25 per cent in Egypt are excited about incorporating the technologies into their online shopping experiences.

This AR/VR trend signifies the broader evolution of digital shopping, where engaging and interactive experiences are becoming the norm.

Shoppertainment: revolutionising retail with content-driven commerce

“THE INTEGRATION OF AR AND VR IS AMPLIFYING SOCIAL COMMERCE BY RESHAPING CONSUMER INTERACTIONS.”

demand for seamless payment solutions – from instant checkout to secure transactions. In fact, digital and wallet payments have made it so convenient to shop that 49 per cent of global mobile transactions are made through these payment methods.

Building trust in an evolving ecosystem

With millions of social commerce transactions happening every single day, trust is table stakes. Secure, seamless and transparent payment systems are no longer a luxury but a necessity to earn and maintain consumer confidence. As a global leader in digital payments, Visa’s network processes billions of transactions annually, deploying cutting-edge security and AI-powered systems to protect consumers and merchants alike.

By integrating entertainment and social interaction with commerce, social commerce – including live shopping experiences on platforms such as Instagram and Facebook – facilitates seamless in-app purchases. This innovation not only streamlines the buying process but also reshapes consumer engagement and purchasing behaviour, setting a new paradigm in the retail landscape.

retail landscape.

Nearly half (48 per cent) of consumers across nine Central and Eastern Europe, Middle East and Africa (CEMEA) markets leverage social networks for their product searches. This trend is especially pronounced in Nigeria, where an astounding 87 per cent of consumers rely on social media for discovering products, and remains notably high in Saudi Arabia at 57 per cent. With Gen Z, particularly,

Shoppertainment, which merges content and commerce, leverages the power of digital platforms to engage younger audiences in dynamic and interactive ways. Pioneering this movement are platforms such as Roblox, Spotify, TikTok and YouTube, which facilitate seamless product discovery through music videos, interactive games and livestreams. For brands, this presents a unique opportunity to blend entertainment with commerce. Meanwhile, key stakeholders in the payments ecosystem can transform the shopping experience by enabling frictionless and secure purchasing journeys.

The mobile-first shopping experience

Reflecting these shifts, the surge in mobile commerce has become increasingly significant. With sales reaching $2.2 trillion in 2023, effortless buying and selling are no longer a bonus – they are the baseline. As mobile commerce continues to grow, so does the

But security can’t exist as a solo act. The rapid acceleration of social commerce demands a collaborative ecosystem. Businesses, online platforms, financial institutions and security providers must work together to build unshakeable consumer trust and address critical concerns around privacy and security. This approach, combined with ongoing consumer education, is the key to unlocking the full potential of social commerce and ensuring its sustained growth.

In today’s fast-paced digital world, staying relevant demands rapid adaptation. Businesses must tailor their digital payment strategies to meet evolving consumer behaviours, prioritising trust, seamless experiences and robust security.

By Tarek Abdalla, SVP, Chief Marketing Officer CEMEA, Visa

Dubai continues to solidify its reputation as a global leader in tourism and hospitality. In 2024 alone, the city attracted close to 17 million tourists and secured the top spot as the number one global destination in the TripAdvisor Travellers’ Choice Best of the Best 2024 awards for the third consecutive year.

As the tourism landscape continues to evolve, guests today want more than just a high-end stay; they look for experiences that leave a lasting impression. With more than 800 hotels in the city, hoteliers must evolve and adapt to meet these rising expectations while maintaining the highest standards of service.

The future of hospitality is not just luxury or convenience; it’s innovation with a human touch. Guests are prioritising authentic, personalised and memorable interactions that will stay with them long after they check out of their hotel.

At Lapita, for example, we provide guests with an experience that captures the essence of a peaceful, tropical retreat. This offers guests a sense of escape from the city’s fast pace. Its close proximity to Dubai Parks and Resorts enhances its appeal, giving visitors easy access to an array of thrilling theme parks. This combination creates an experience that caters to all ages, from children to grandparents, blending relaxation with the excitement of world-class entertainment.

Family-oriented initiatives in hospitality emphasise the importance of blending adventure with relaxation, offering experiences that cater to diverse audiences and encourage meaningful connections.

By tailoring offerings to different audiences and aligning with major cultural moments, such as Ramadan and Eid-al-Fitr, we can connect with guests in ways that feel authentic and meaningful. At the same time, digital

“YOUR FACILITIES CAN BE THE BEST IN THE WORLD, BUT IF GUESTS LEAVE WITHOUT MEMORABLE INTERACTIONS, IT’S A MISSED OPPORTUNITY.”

campaigns and collaborations with influencers can help reach global audiences, boosting visibility in key international markets.

On the other side of the coin is the fact that business travellers are reshaping the traditional hotel model.

Today’s business travellers are looking for flexibility, efficiency and relaxation, which is why hotels need to adapt to provide guests an experience where they can balance work with leisure, as this is no longer a luxury but an expectation for the modern traveller.

As marketers continue to evolve as per guests’ preferences, we can’t forget a very important element: technology and the role it’s going to play in the hospitality sector. AI is a game-changer, helping us

BRAND FOCUS

enhance the guest experience in exciting new ways. Projects such as virtual reality tours and augmented reality experiences make it easier for guests to explore and connect with offerings before they even arrive.

While technology and innovation are reshaping the industry, the heart of hospitality remains deeply human.

In the hospitality world, your facilities can be the best in the world, but if guests don’t feel welcome, or if they leave without memorable interactions, it’s a missed opportunity.

People don’t just remember how comfortable the bed was or how many amenities you offered; they remember how your team made them feel. That’s why a conscious effort to focus on staff development is essential.

Programmes that emphasise exceptional hospitality standards, meaningful guest interactions and cultural sensitivity empower teams to deliver experiences that genuinely stand out. The result is that everything else, whether it’s the facilities, activities, or special touches, simply adds to an already memorable experience.

THE RISE OF NEW EXPERIENCES

Dubai Parks and Resorts’ Ravneet Arora explains why it’s an exciting time for hospitality marketing.

In parallel with these trends, sustainability is no longer an afterthought – it’s an essential component of modern hospitality. As guests become more conscious of their environmental impact, hotels must take steps to reduce their carbon footprint and embrace sustainable practices.

With tools such as the Department of Economy and Tourism’s (DET’s) Carbon Calculator tracking the eco-footprint of hotels, there is now tangible data to support these decisions. Sustainability in hospitality is increasingly moving from concept to core practice.

Across the industry, reducing food waste and integrating environmentally conscious operations have become priorities, driven by initiatives such as the UAE’s Ne’ma Pledge. These efforts reflect a collective commitment to building a more sustainable future.

As we move further into 2025, the appetite for travel has never been greater. It’s an exciting time to be in hospitality, and as innovation, sustainability and cultural connection take centre stage, we’re ready to embrace this new era with open arms.

By Ravneet Arora, Director of Sales and Marketing at Lapita, Dubai Parks and Resorts, Autograph Collection

OPPORTUNITY TO WIN A HERIOT-WATT SCHOLARSHIP IN CAMPAIGN’S AGENCY FACES TO WATCH!

Heriot-Watt University Dubai has partnered with Campaign Middle East for the fifth consecutive year to present Campaign’s annual Agency Faces to Watch list. The list offers the brightest and best young talents aged 30 and under working in Creative, Media, Digital and PR agencies in the MENA region the opportunity to win a scholarship to a Master’s degree in Digital Marketing at its Edinburgh Business School at the Dubai Campus.

WHAT’S UP FOR GRABS?

• One 100% scholarship

• 4 x 30% scholarships to the winner of each category (four categories – creative, media, digital and PR)

• Candidates will have to submit a 500-word essay to qualify for the above scholarships, detailing how this course could help them to further in their future career in marketing, to be judged by a panel

WHAT DO YOU NEED TO DO?

Visit: campaignme.com/call-for-nominations-agency-faces-to-watch-2025

LAST DATE TO SUBMIT YOUR NOMINATIONS:

Extended deadline – March 7, 2025

CMO round table: ‘ Bring back the memories, moments and meaning of Ramadan’

By Anup Oommen

The Marketing Society, in partnership with The Trade Desk and Campaign Middle East, brings together a group of marketers who discuss changing consumer behaviours, togetherness, timeliness, targeted ads and meaningful marketing during Ramadan.

In February 2025, there’s little running through the minds of marketers in the Middle East – or those within agencies servicing them – as much as Ramadan. For most consumers in the Middle East, Ramadan is a month of reformation and resolutions, as well as amended habits and behaviours. It is a month of fasting, physical and mental cleansing, togetherness, prayer, gifting, iftar and suhoor, and family gatherings.

For a few others not observing the Holy Month, it is a month of shorter working hours, cultural experiences, community get-togethers, and contributing to social good – on top of business as usual.

For brands and marketers, however, Ramadan is often considered the ‘Super Bowl’ of advertising in the region. Significant budgets, time and resources are allocated to being distinctive and discerning in the way they connect with communities, curate meaningful customer experiences, create culturally sensitive campaigns, contribute to social impact, and communicate authentic stories.

This not only requires a clear understanding of Ramadan – and what it means to various groups of consumers – but also an understanding of how media,

moments, timing and targeting for Ramadan have evolved over time.

To discuss all this and more, The Marketing Society, in partnership with the Trade Desk, virtually brings together a group of marketers, including:

Aida Al Busaidy, AVP Consumer Advocacy and Social, Dubai Department of Economy and Tourism (DET); Ahmed El Gamal, Senior Director –Marketing, Jumeirah Group; Marilena Hadgianni, Marketing Director, Chalhoub Group; Gaurav Sinha, Marketing Director AMEA, Domino’s Pizza; and Terry Kane, Managing Director MEA, The Trade Desk ...

… for an in-depth conversation moderated by Alasdair Hall-Jones, Global Director, The Marketing Society.

TOGETHERNESS, CHANGING BEHAVIOURS AND BIG INVESTMENTS

The conversation begins with a look at the current Ramadan marketing landscape, what it entails, and its broader impact on the region.

Jumeirah Group’s Ahmed El Gamal gets the conversation started, saying, “Ramadan is all about togetherness. This means creating avenues to share moments and create memories.

“The hospitality industry sees a shift towards a lot of food and beverage (F&B) programming, bringing guests together for 30 days on two key occasions: iftar and suhoor. Togetherness is an underlying theme in every business category throughout the Holy Month and it is apparent in a lot of the ads we see.”

time with friends and family outdoors, considering the Holy Month is moving into the cooler season. It’s something that we, as marketers, need to consider as well, especially in terms of digital out of home (DOOH) or just traditional out of home (OOH) advertising.”

Al Busaidy adds, “You’ll also see people working out an hour before they break their fast, or a couple of hours after they’ve broken their fast. The city is also completely transforming. The are a lot more paths for walking and exercising, and a lot more areas for people to congregate. It’s going to be critical to think about what sort of content we’re pushing through our outdoor ads, and partner locations.”

Building on the concept of togetherness, Dubai Department of Economy and Tourism’s Aida Al Busaidy says, “The dynamic of togetherness is also witnessed by people spending more quality

Making the case for traditional television as a key medium, The Trade Desk’s Terry Kane says, “TV is still such a dominant part of the Ramadan conversation because some of the best Ramadan content is on the platform. But, more importantly, it’s also because the ‘togetherness’ factor. People are still gathering around the box to watch TV together. And that happens particularly at a suhoor moment. It happens before sunrise, and it happens after iftar as well.”

The panellists discuss why TV commercials remain the biggest investment during Ramadan and why linear TV remains expensive for brands and advertisers, referring to the Holy Month of Ramadan as 40 days of ‘Super Bowl’ for advertisers in the region.

El Gamal says, “This is our Super Bowl. We see a lot of content and TV shows, at least in the Arab world, being produced and being aired specifically for this part of the year. The big networks and platforms, like the MBCs and Shahids, are creating programmes just for that season because they know that they’re going to get people to gather around that space.”

He adds, “We also know that during Ramadan, in the GCC, TV commercials have the biggest investments because people are looking forward to a specific type of entertainment during that time of the year.”

Gaurav Sinha

Aleksandr Shibanov

“We

Overall, discussing budgets set aside for Ramadan advertising, some of the marketers reveal that they set aside as much as 20 to 25 per cent of their annual marketing budget for the limited duration of Ramadan.

The discussion also brings to light global trends: In more mature markets, investments are moving towards programmatic because brands are demanding more transparency, more efficiency and, particularly, more data-driven television investments.

“Globally, marketers are saying transparency and measurement are really important, particularly on live and seasonal content,” Kane says. He adds, “that’s where the eyeballs are. But it’s got to be better than what we were doing decades ago: buying TV spots upfront at $1m. Clearly, this is the platform where most of the content is during Ramadan. Investment will follow the eyeballs. However, the business model behind it is changing and brands should demand better.”

The group of marketers also discusses changing consumer behaviours, habits, purchasing trends and consumption patterns – pre-Ramadan, during Ramadan and through Eid-al-Fitr.

Chalhoub Group’s

Marilena Hadgianni says, “Within retail, for example, the trend in behaviour pre-Ramadan leans towards kaftans, local dresses, etc., while during Ramadan it shifts to casual wear and skincare products that ensure the skin remains hydrated. During Eid, we see the shift towards evening wear and festive, celebratory products.”

‘‘To be relevant to consumers, we need to become a part of their lives and what they consume.”

TIMING, TIMELINESS AND RAMADAN ADVERTISING BUDGETS

Marketers also reach a consensus that the timeliness of planning for Ramadan, as well as the timing and timeliness of ad placements, are critical.

Aida Al Busaidy

Understanding what consumers want before, during and after Ramadan will remain key to a brand’s success during the Holy Month.

They discuss how the lunar cycle of Ramadan affects the planning cycle and how changing behaviours in content consumption during Ramadan, which takes place during specific times of day, affect ad placements.

El Gamal says, “With the lunar cycle moving backwards, we really need to start planning far ahead for campaigns and initiatives. If we’re not talking about it in the third quarter of the previous year, then we’re already late. And with the cycle it is only going to get earlier year-on-year.”

Domino’s Pizza’s Gaurav Sinha takes this a step further, stating it’s also essential to

consider when people are currently consuming content.

“The overlap lies with food,” he says. “The time of day that people in the Middle East consume food during iftar and suhoor is also the time when they consume content.”

“We also convert a lot of our communications into late-night communications during Ramadan,” Hadgianni adds.

Commenting on the timeliness of campaigns and consumer behaviour, Hadgianni says, “Our campaign runs for about 10 weeks. So, the pre-Ramadan period is extremely important. We’re seeing that people are shopping for Ramadan as early as early January to mid-January, and we’re seeing a lot of interest in local brands.”

TARGETED MARKETING DURING RAMADAN

Marketers at the virtual round table also talk about the need to break stereotypes around Ramadan, especially given that marketing during Ramadan is not catered only to Muslims observing the Holy Month.

Al Busaidy says, “This is the perfect time for us to embrace the narrative and change perceptions around Ramadan and what it is all about. It’s not only for Muslims, and whilst the norm is that everything shuts down in Dubai during Ramadan, Dubai’s interface with seasonal activities is different because we cater to different audiences. If you go to the malls, you won’t see anything different, with the exception of the vibes of the Ramadan decor. During Ramadan, people get to enjoy what they would normally do – water parks and dining, experiences, as well as the added cultural experiences of Ramadan tents and suhoors – because we cater to everybody.”

Terry Kane

Sharing his views to Campaign Middle East, Unilever’s Aleksandr Shibanov echoes these sentiments, saying, “Ramadan is not a ‘one-size-fits-all’ opportunity. Not every brand needs to invest heavily in Ramadan campaigns. The relevance of Ramadan to a brand’s core values, audience and category should be thoughtfully evaluated. Ramadan is more of a tactical priority rather than a big strategic bet. It’s an opportunity to show cultural understanding and respect, but only when executed authentically.”

Shibanov adds, “For brands, it’s not just about visibility but about building emotional connections that resonate with the values and spirit of Ramadan, which can provide strong amplification and long-term goodwill.”

The marketers also discuss how Dubai is built on the ethos of diversity and a combination of different nationalities living side by side, who get to experience this globalised approach to the world.

Al Busaidy says, “Gastronomy in Dubai has been boosted in the last five years with home-grown concepts to international

must, at all costs, avoid falling into clichés of motifs of lanterns and generic crescents. Instead, we should look for mutual value where the spirit of Ramadan and the shared values of a brand meet,” Jumeirah Group’s Ahmed El Gamal says.

names gracing the covers of magazines and appearing in Michelin Guides and the 50 Best. The diversity of nationalities means you can have Jamaican food in the morning, Emirati food for lunch, and then enjoy a bowl of Japanese ramen at night. So, even during Ramadan, it’s not a one-size-fits-all form of marketing. We need to cater to fitness influencers, travellers, couples, individuals and families from across more than 180 different nationalities either already in Dubai or travelling to the emirate.”

Kane adds, “It’s about being relevant at a very specific cultural moment. We need to take into consideration what it means to be a mother or a wife during Ramadan and the messaging around that, or what it means to be a teenager during Ramadan or a father during Ramadan. The common analogy is that 50 per cent of our media spend and our advertising is wasted, because we’re not clear on how to address specific moments, seasonality or individual needs.”

Hadgianni agrees, saying, “We’re making sure that the communication across the full-funnel and across every channel is quite personalised to two or three key target customer groups. We also work with influencers and key opinion leaders, who resonate with each of the key customer profiles, and then tailor our customer relationship management (CRM), gifting, the messaging, and the way in which we communicate with those customers.”

This is where technology has got a leading role to play. The marketers discuss how AI-based technology allows for real-time positioning of message to a specific person, not just based on their generic demographic profiles, but based upon what they’re interested in at a specific moment of the day, almost down to the second, and how to create content that could be adapted in real-time to that interest at that moment in time.

“Striking the right balance between adhering to global brand guidelines and being hyper-relevant to local audiences is another key challenge. Ramadan demands a nuanced understanding of cultural sensitivities, but there’s often no global blueprint for activation. This means starting from scratch to create campaigns that

authentically resonate with local audiences while staying aligned with overarching brand standards,” Shibanov says.

MEANINGFUL MARKETING DURING RAMADAN

The understanding of what a consumer wants in real-time must also result in meaningful marketing. The group of marketers discusses whether brands are truly leaning into Ramadan in a meaningful manner, rather than just ‘Ramadanwashing’.

El Gamal says, “We must, at all costs, avoid falling into clichés of motifs of lanterns and generic crescents. Instead, we should look for mutual value where the spirit of Ramadan and the shared values of a brand meet. It could be kindness, generosity or a specific aspect of culture. There’s a lot of room for brands to start exploring – to create something slightly more authentic.”

have very different memories, moments, and upbringings related to Ramadan. We need to bring these back.”

Storytelling, therefore, becomes the bridge that ties brands to the emotions of Ramadan – through themes of togetherness, generosity, reflection and hope.

The marketers go on to discuss how this authenticity can be communicated through relatable storytelling, whether it’s through branded content, or events and experiential activations, or by engaging on the right platforms and media.

Sharing her top advice for brands and marketers, Al Busaidy says, “Bring back nostalgia. It plays such a beautiful role in storytelling in this region. Storytelling has always been part of our ethos. We’ve always tried to document who we are as human beings, especially in the Arab world, through the likes of Nabati and Najdi poetry. Our channels are just an evolution of platforms where you can tell a story.”

“However, storytelling doesn’t always have to explicitly tie back to a cultural message,” Shibanov says. “Sometimes, it’s more about tapping into universal emotions that resonate during Ramadan, such as family connections or acts of kindness, while subtly align them with your brand’s purpose. The key is authenticity – your story needs to fit into the Ramadan narrative without feeling forced. When done well, storytelling can transform your campaign into something that people not only remember but also relate to on a personal level.”

To make Ramadan truly meaningful, marketers also call for brands to play a more significant role in society through social good.

“I think Ramadan is also a great time for brands to look at social impact and the role that they play to give back to communities,” El Gamal says. “Yes, sometimes it’s in the form of food donation drives, but is there something else that they could do?”

She adds, “Ramadan stories and activities are so beautiful. Enjoying iftar with a South Indian Muslim is such a different experience from enjoying iftar with a Kazakhstani Muslim or an Emirati Muslim, because we all

Shibanov says, “The first step is for us to immerse ourselves in the essence of Ramadan – not just its factual aspects, but the deep emotional significance it holds. Understanding why this period is so meaningful to people is crucial. As someone who is not Muslim, this is both a challenge and a fascinating journey, allowing me to appreciate the values of reflection, generosity, and community that define Ramadan.”

He adds, “We need to identify common themes such as togetherness, gratitude and giving back, which form the foundation of our campaign messaging. The next – and often the most challenging – step is integrating our brand naturally into these insights. It’s about finding authentic connections between our brand’s values and the spirit of Ramadan, ensuring that our presence feels supportive rather than opportunistic.”

Sharing his final thoughts, Sinha wraps up the discussion, saying, “During Ramadan, consumers think very honestly. They’re not thinking much about brands or products. They often are just doing their own thing and being the best version of themselves. For brands to be relevant, we need to become a part of their lives and what they consume. We need to be a part of those moments and memories, and add meaning.”

Ahmed El-Gamal

“Ramadan stories and activities are so beautiful. Enjoying iftar with a South Indian Muslim is such a different experience from enjoying iftar with a Kazakhstani Muslim or an Emirati Muslim, because we all have very different memories, moments and upbringings related to Ramadan. We need to bring these back,” Dubai DET’s Aida Al Busaidy says.

Marilena Hadgianni

MARKET LEADERS STRATEGISE FOR RAMADAN 2025

A

recap of Campaign Breakfast Briefing: Ramadan Advertising and the Year Ahead for Media and Marketing 2025.

This month, CampaignMiddleEast successfully concluded its first event of the year. The Campaign Breakfast Briefing: Ramadan Advertising and the Year Ahead for Media and Marketing 2025 witnessed close to 200 industry experts gather at the Grand Plaza Mövenpick hotel in Dubai on Friday, 7 February 2025, to set the pace for the year ahead. Marketers discussed hyper-personalisation in practice and talked about the need to embrace a world where brands resonate with several cohorts of hyperlocal communities in a relatable, organic manner.

The event began with a welcome speech by Nadeem Quraishi, Publisher, Campaign Middle East, who briefed the attendees about the brand’s latest developments. Campaign Middle East Editor, Anup Oommen, then took the stage to deliver the chair’s opening remarks, setting the scene for what turned out to be an incredible event filled with actionable insights and interesting takeaways.

KEYNOTE: HYPER-PERSONALISATION: MOVING FROM THE ‘WHY’ TO THE ‘HOW’

To begin proceedings, Gosia Wajchert, Managing Director, MEA, Criteo, delivered a keynote presentation that explained how the consumer path to purchase is no longer a straight road but rather a tangled nest of interactions. She shared that if brands rely on outdated, rigid segmentation methods, they risk losing relevance, and, instead, called for marketers to embrace a model

that can understand intent in real time – one that shifts with the consumer’s journey and adapts dynamically.

Wajchert said, “For too long, marketers have been throwing budgets at the wall to see what sticks. Personalisation efforts have often been ineffective because they rely on outdated audience models that don’t reflect real-time consumer intent. Here’s the reality: three in four marketing executives believe personalisation doesn’t work in paid media. About 75 per cent of consumers abandon online purchases due to irrelevant targeting.”

She suggested tapping into commerce signals, behavioural signals and engagement signals as well as hyper-personalisation.

PANEL: LOCALISATION – A SHIFT FROM PREACHING TO LIVING DURING RAMADAN AND BEYOND

In partnership with MBC Media Solutions, this panel had marketers discussing the need to truly understand and experience what it means to be ‘local’ before creating and selling the ‘localisation’ narrative within their campaigns. Speakers included: Ana Elisa Seixas, Head of Marketing, New Balance Middle East, Africa & India; Mahmoud Maghraby, Media Director - MEA & Global Emerging Markets, Mars; Suad Merchant, Head of Brand & Corporate Communications, Mashreq; and Hicham Fakhoury, Content Solutions Lead at MMS. They deliberated whether local audiences are truly represented in regional advertisements.

“We need to truly ask ourselves: Does the messaging within the content truly fit with local audiences? Are they moved by what we are narrating to them? Are we shifting their emotions to accomplish happiness and joy? Are we shifting their purchasing behaviour? Localisation is not about pretending or disguising ourselves to look or sound like them. We need to reflect their lives, resonate with their problems and truly live alongside them. Otherwise, we’re just wasting our investments, time and effort,” said MMS’ Fakhoury.

Mars’ Maghraby said, “Let’s start with the fact that there’s no one-size-fits-all solution. While there are certain insights and best practices that are relevant across borders, the way we bring that to life matters. It needs to be meaningful and relevant for Saudis, as much as it is for people in the UAE, Brazil or India, especially in a world where people are more than happy to skip an ad.”

Mashreq’s Merchant added, “Localisation is not really about ‘Arabisation’ or using supposedly local images. Marketers must learn to dig deeper, do their research about the people in the region, about traditions, about culture – and this is not just for a oneoff campaign, but should be a critical part of the longterm brand building process.”

New Balance’s Seixas called for overdue reform. “Over the last 20 years, I’ve seen many things change within marketing, but we’re still not getting this concept of localisation right. We still have so-called Emiratis being

Mahmoud Maghraby, Media Director – MEA and Global Emerging Markets, Mars

Suad Merchant, Head of Brand and Corporate Communications, Mashreq

Taniya Chandra, Head of Marketing and Comms, Mercedes-Benz ME

Ana Elisa Seixas, Head of Marketing, New Balance

Shahir Sirry, Global Creative Director, Aramex

Hicham Fakhoury, Content Solutions Lead, MMS

Gosia Wajchert, Managing Partner, Criteo

portrayed in ads by actors who are not Emirati, and any local Emirati can immediately identify that – which means that you’ve lost your local audience within seconds. We do need to do better.”

Marketers agreed that when they are creating content for specific communities, they need to ensure that those people are part of the content creation process by welcoming influencers, personalities or icons from the communities to partner with a brand and build a close connection with each individual community within the region.

PANEL: HOW COMMUNICATIONS AND CREATIVE STORYTELLING AROUND RAMADAN HAVE CHANGED

Soon after the parameters of localisation were redefined, the event moved on to the second panel of the day. Conducted in partnership with Snap Inc. and moderated by Rasha El-Ghoussaini, Head of Agency – Snap Inc. MENA. She was joined by Ghadeer Khub, Director of the Creative & Production Department, DCT Abu Dhabi; Roxane Magbanua, General Manager – Marketing, AlFuttaim Automotive; and Stanislas Brunais, Marketing Director, Ounass. They took to the stage for a discussion on ways campaigns can be designed and executed to speak to several different generations at once.

Marketers on the panel discussed how the values of transparency, honesty and inclusivity have begun to reflect the diverse perspectives and experiences that people have around Ramadan.

“There are a lot of misconceptions around Ramadan that need to be addressed. Marketing during Ramadan is not only for a specific group of people,” said DCT Abu Dhabi’s Khub. “We have a collective story to tell, and a huge perception change to be involved in over the next couple of years. Ramadan is moving closer and closer to

our busiest season,” she said. Al-Futtaim Automotive’s Magbanua said, “Ramadan is normally about three things: memories of togetherness, moments with family and friends, and the rising trend of ‘me time’, especially around the young generation in the region. If we don’t understand this as brands and we don’t lean into it, we’ve missed the main point of it all.”

Commenting on the move toward talking to people on technology platforms of their choice, Ounass’ Brunais said, “People prefer augmented reality, newness and innovation, rather than a simple SMS, right? It’s better to send a Snap with a bit of a lens or AR. So yeah, we do jump on the latest trends and leverage most of this innovation.”

PANEL: PURPOSE-DRIVEN MARKETING – A POWERFUL TOOL LEFT RUSTING IN THE CABINET?

The third and final panel of the event shifted gears at the event with a conversation around purposedriven marketing.

Panel moderator Fadi Khater, Managing Partner, Netizency, welcomed on stage: Shahir Sirry, Global Creative Director, Aramex; Siddarth Sivaprakash, Head of Brand & Marketing, Home Centre, Landmark Group; and Taniya Chandra, Head of Marketing and Communications, Mercedes-Benz Middle East. Panelists discussed how they define and implement brand purpose, and the importance of it within a world that seems often to be drowning in short-term business outcomes.

Aramex’s Sirry said brand purpose is “like a commitment tattooed on a brand’s DNA and the deeper reason a brand exists.” Home Centre’s Sivaprakash surmised that brand purpose is the reason why brands exist in the first place: “If you’re not staying true to your

product, service and purpose and if the authenticity doesn’t shine through, you’ve lost your audience. And authenticity comes from being able to clearly articulate a purpose, which tells someone why they should pick you.”

Mercedes-Benz Middle East’s Chandra summed it up well, saying, “On one hand, you want to build a great business; you want to be profitable. But the most important thing, which not only brings our customers back but gets us all out of bed in the morning, is the story that we tell ourselves about why associating with this brand is worthwhile. This is purpose. This is what we need our brands to communicate.”

The panel then opened the floor to questions, which ended the sessions on a note of reflection.

Paired with a plate of breakfast and washed down with their coffee of choice, the Friday morning was well-spent for the attendees at the Campaign Breakfast Briefing. A special word of thanks to our sponsors: Criteo, MBC Media Solutions and Snap Inc.

A panel on how communications and creative storytelling around Ramadan has changed.

A panel on localisation: a shift from preaching to living during Ramadan and beyond.

Fadi Khater, Managing Partner, Netizency

Ghadeer Khub, Director of the Creative and Production Department, DCT Abu Dhabi

Stanislas Brunais, Marketing Director, Ounass

Rasha El-Ghoussaini, Head of Agency – Snap Inc

Siddarth Sivaprakash, Head of Brand and Marketing, Home Centre

Roxane Magbanua, GM –Marketing, Al Futtaim Automotive

Close to 200 delegates attended the Campaign Breakfast Briefing event at the Grand Plaza Mövenpick hotel in Dubai.

The investment in human connection: AI Ramadan-poweredadvertising

AI and new tech is not just about delivering targeted ads; it’s about creating a more human and connected experience, says GroupM MENA’s Patricia Abi Fadel.

Ramadan is a time for connection and reflection, and in today’s world where consumers are overwhelmed by ad-influx, AI is an indispensable tool in enhancing the human experience.

According to TGM research, 71 per cent of consumers prefer personalised advertising that align with their needs and interests. By analysing vast datasets, one can identify individual preferences to resonate deeply and meaningfully during the Holy Month of Ramadan.

The key is to leverage AI and technology not as a replacement for human connection, but to amplify it. AI empowers us to deliver precisely that: truly personalised messages. What does this look like?

Personalised storytelling: to help craft compelling narratives that resonate with individual values and aspirations. This allows brands to connect with audiences on an emotional level, fostering a sense of shared experience during Ramadan.

‘‘Leverage AI and tech not as a replacement for human connection, but to amplify it.”

Creating moments of meaning: to identify key moments and micro-moments during Ramadan where brands can offer valuable support or assistance. This might involve providing timely reminders, helpful tips or exclusive content that enhances the experience.

Facilitating meaningful interactions: to build AI-powered chatbots and virtual assistants that provide personalised customer service ensuring a seamless and positive experience for consumers.  Personalised product recommendations: to explore purchase history and browsing behaviour to suggest relevant products for iftar meals, Eid gifts or charitable donations.

Inventory management and supply chain optimisation: to predict demand fluctuations and optimise logistics to prevent stockouts and ensure timely delivery of goods.

Connecting moments to connected TV: to deliver personalised ads to households based on specific wants, needs and purchase intent. Also, suggesting relevant Ramadan-themed content, and analysing viewing data and performance metrics to optimise ad spend and maximise reach and engagement.

Building community and connection: that helps brands foster a sense of community by connecting individuals with shared interests and values. This can be achieved through targeted social media campaigns, interactive online experiences or personalised recommendations.

Amplifying acts of generosity: The Holy Month is a time for giving, and AI can assist brands facilitate charitable initiatives and connect consumers with causes they care about. This might involve personalised donation platforms, interactive fundraising campaigns, or AI-powered matching programmes.

AI and new tech are not just about delivering targeted ads; they are also about creating a more human and connected experience which becomes even more essential during Ramadan. By leveraging AI in a thoughtful and strategic way, brands can build stronger relationships with their audiences and contribute positively to the spirit of this beautiful occasion.

By Patricia Abi Fadel, Head of Investments, GroupM MENA

Are we getting it right?

Aramex International’s Mike Rich discusses how Ramadan advertising has evolved and how brands can stand out –not only during Ramadan, but also far beyond it.

Ramadan has always been a deeply significant time, but the way it is experienced, especially in diverse, global hubs like the UAE, has evolved dramatically over the years. When I first moved to Dubai eight years ago, Ramadan felt more traditional and, to some extent, more exclusive. Many non-Muslims weren’t as involved, brands were cautious in their approach, and advertising during the Holy Month was largely understated.

Fast forward to today, and we see a completely different landscape. The UAE has grown into one of the most inclusive and multicultural societies in the world, and Ramadan has followed suit. It’s no longer just a sacred month observed by Muslims; it’s a time that brings together entire communities, regardless of faith or background.

Increasingly, non-Muslims are embracing the spirit of Ramadan, whether by fasting

‘‘Ramadan isn’t about selling, it’s about storytelling.”

alongside colleagues, participating in charitable initiatives, or simply appreciating the sense of reflection and togetherness that defines the month.

From a marketing standpoint, this evolution presents both incredible opportunities and significant responsibilities. Gone are the days when brands could afford to simply take a passive approach or put out generic Ramadan greetings. Consumers today expect meaningful engagement, and brands that don’t recognise the emotional weight of this time risk coming across as insincere or, worse, opportunistic.

One of the most common missteps brands make is treating Ramadan like just another sales season. Yes, consumer behaviour shifts during this month, shopping patterns change, spending habits increase in certain sectors and people engage with content differently, but that doesn’t mean brands should default to aggressive discounting, promotional campaigns, or overly commercialised messaging.

The reality is, Ramadan isn’t about selling, it’s about storytelling. It’s a time when emotions are heightened, when family and faith take centre stage and when people are more reflective about their choices. Brands that focus solely on driving sales during this period miss the bigger picture: the opportunity to build long-term affinity by aligning with the true essence of the month.

For me personally, the best way to approach Ramadan marketing is simple: don’t compete for attention; complement the moment. Instead of pushing products, brands should focus on adding value in ways that are culturally and emotionally relevant.

As marketers, our goal during Ramadan shouldn’t be to interrupt, it should be to enhance.

I’m fortunate to work for an Arab company that has been deeply rooted in the region for more than 40 years, and we take Ramadan marketing seriously. We don’t see this as a time for hard-selling or gimmicks, we see it as an opportunity to create campaigns that truly resonate with people on a personal level.

Our approach is built on a few key principles:

Relevance over noise: Prioritise campaigns that feel meaningful rather than intrusive. Instead of pushing promotional offers, focus on emotional storytelling that speaks to the values of the month.

Cultural sensitivity: Understanding the nuances of Ramadan is key. Everything from ad placement to visuals to language should be handled with care, ensuring respect for the occasion.

Long-term impact: Ramadan isn’t just a 30-day marketing window; it’s an opportunity to build deeper, lasting relationships with audiences. Brands that use this time to engage in a way that’s genuine and thoughtful will continue to be remembered long after the month is over.

For the past four years, we’ve focused on creating meaningful, emotionally resonant campaigns that truly capture the essence of the moment. One of our most powerful pieces, The Undelivered, highlighted a stark reality: Gaza was the only place we couldn’t deliver to. Instead of a sales-driven approach, we used this moment to launch a call for peace, Salam.

This wasn’t about advertising. It was about telling a story that mattered. And that story struck a chord, garnering 14 million views and more than 20 million impressions. That’s the power of storytelling. When done right, it doesn’t just capture attention, it creates real impact.

The brands that truly understand the spirit of Ramadan don’t just adapt their marketing strategies for the month; they integrate themselves into the experience in a way that feels natural and meaningful. At its core, Ramadan is about connection, generosity and shared humanity. Brands that reflect these values in their messaging, their initiatives and their actions will naturally stand out, not just during Ramadan but far beyond it.

So, as we move forward, let’s not just think about how we can capture attention during this time, let’s think about how we can contribute to something bigger. If we get that right, we won’t just be seen. We’ll be remembered.

By Mike Rich, Group CMO, Aramex International

A call to heart

ADNOC’s Lara Mansour shares a reminder that our success will be measured by the depth of the meaningful connections we create and the communities we build.

Every morning, a marketer opens their laptop and asks themselves: “What am I really building here?” As we embrace 2025 as the UAE’s Year of Community, this question echoes louder than ever through our industry’s corridors.

We’ve mastered the art of optimisation, conquered the realms of AI, and are predicting consumer behaviour with uncanny precision.

Yet in this race for technological supremacy, something profound keeps calling us back to our very roots.

The UAE’s Year of Community invites us to strengthen bonds, preserve our cultural heritage, and foster meaningful connections.

‘‘The algorithms can wait. Always remember to prioritise what makes your heart beat.”

We have all been there – a room full of seasoned marketers falling silent as a creative shares a campaign concept that has the power to touch our very soul. It wasn’t the AIgenerated insights that stopped conversations mid-sentence.

It was the simple, powerful truth at its core: a story that understood our people, our values, our shared dreams. In that moment, everyone remembers why they chose this path. The Year of Community arrives at no better time, reminding us that beneath the algorithms and analytics lies marketing’s eternal truth: we are in the business of human connection. This isn’t about rejecting technology in any way – it’s about rediscovering its true purpose and using it to benefit humanity.

Our industry stands at a defining moment. The skills gap we face isn’t just technical – it’s much bigger than that. While we need professionals who can navigate AI tools, we also desperately need storytellers who can transform data into narratives that honour our heritage while embracing our future.

This is where the Year of Community becomes our moral compass, guiding us to strengthen bonds while preserving the cultural essence that makes marketing so uniquely powerful. All the while, driving progress in everything that we do. Whether developing campaigns for global brands or local initiatives, this balance becomes critical.

We’ve seen how AI can optimise reach and engagement, but it’s the cultural insight that transforms a campaign from effective to unforgettable.

Think of our majlis traditions, where stories flow as naturally as breath, where wisdom passes between generations like precious heirlooms. This is the spirit we must bring to modern marketing – using technology to create a collective and safe space for authentic connection, but not to automate it completely away.

Our next generation of marketers shouldn’t just be data scientists; they must be cultural guardians, emotional translators, bridge builders

– 100 per cent heart and soul.

For agencies as well as marketing departments, this means fundamentally reimagining how we develop talent. We need programmes that teach both the science of AI and the art of human understanding. Mentorship initiatives that pair digital expertise with cultural wisdom. Success metrics that value emotional resonance alongside clickthrough rates.

These programmes must be more than just training sessions – they should be incubators for a new kind of marketing professional. One who can harness the power of AI while maintaining the cultural sensitivity that makes marketing unique.

The Year of Community offers us a moment to reset and rebuild. To create marketing approaches that use technology not as a replacement for human insight, but as an amplifier of our natural ability to connect, understand, and inspire. It’s also our chance to develop professionals who are as fluent in cultural nuances as they are in coding.

This is more than a moment of change – it’s our true calling. Every brief we answer, every story we craft, ripples through our society’s fabric. The real question isn’t about what AI can do, but rather what we choose to do with it. Are we creating campaigns that simply reach people, or ones that truly touch them?

The very future of UAE marketing lies not in choosing between innovation and tradition, but in their sacred union. Together, we can pioneer an approach that’s technically brilliant yet still deeply soulful, global yet authentically Emirati.

To any marketer who has ever questioned their purpose: your instinct for human connection is your greatest strength. In this age of AI, your understanding of culture, your emotional intelligence, your ability to touch hearts – are the very foundations of marketing excellence.

The algorithms can wait. Always remember to prioritise what makes your heart beat. Because, in the end, our success won’t be measured by only the sophistication of our AI tools, but by the depth of the meaningful connections we create and the communities we build.

By Lara Mansour, Vice President – Brand, ADNOC Group

The time of Ramadan has always been a linchpin in the brand landscape in the Middle East, a time crucial for companies to forge deeper and meaningful connections with consumers. The creative advertising approach, traditionally, has revolved around highly visible spots, emotive storytelling and large-scale partnerships.

However, powered by the evolution of consumer behaviour, digital acceleration and a heightened demand for authenticity, Ramadan advertising in today’s time is no longer about visibility alone. It is about resonance.

Recent data underlines the extent of this transformation. While essentials such as groceries remain the biggest category spenders, digital entertainment and social commerce show significant growth. In the UAE and KSA market, 61 per cent of consumers currently shop via Instagram and TikTok, underlining a marked shift toward e-commerce-led discovery.

Video consumption habits have also changed. 32 per cent of viewers in the UAE now prefer short-form content under 20 minutes, with a growing inclination toward religious and Ramadan-specific programming. Brands still investing predominantly in traditional media risk losing relevance among an audience that expects tailored, omnichannel experiences.

The digital-first consumer has flipped the Ramadan marketing playbook on its head. Connected TV has emerged as a serious game enabler, a bridge between premium content and digital target capability. YouTube has also emerged as a key platform for engagement; Ramadan-related searches start to surge weeks in advance of the Holy Month.

Influencer-led content is working now more than ever, as 25 per cent of regional consumers say product recommendations by trusted creators influence their purchasing decisions. The takeaway is simple: the audience is no longer passive. They want

andAuthenticityinnovation

Sony MEA’s Jobin Joejoe on key facets that will define the future of Ramadan advertising.

‘‘A successful campaign today balances digital sophistication with human contact.”

brands to meet them where they are on the platforms they frequent and in the formats in which they engage most.

While digital adoption accelerates, one fundamental expectation remains unchanged, and that is authenticity. The appetite for purpose-driven campaigns is at an all-time high. Consumers are increasingly scrutinising the intent behind brand communications, especially when it comes to charitable giving. This transparency is important. 64 per cent of UAE consumers and 65 per cent in KSA claim they want to know exactly where their donations will go.

Superficial gestures and token corporate social responsibility activities will no longer cut it. Instead, the brands must embed real social impact into Ramadan strategies, either through direct engagement with the community, transparent philanthropic contributions, or initiatives fostering meaningful connections.

Another defining characteristic of modern Ramadan advertising is its move from mass appeal to hyper-personalisation. Artificial intelligence and data-driven insights are enabling brands now in crafting bespoke experiences that cater to distinct audience segments.

From personalised offers mapping on to a consumer’s shopping history to AI-powered chatbots facilitating real-time engagement,

the focus has shifted from broad reach to individual relevance. This level of personalisation is not just a competitive advantage; it is fast becoming an expectation. Ramadan, by nature, is social and not only online. Offline habits remain well-ingrained, with a high number of UAE and KSA residents visiting parks and public spaces in the evening. This presents a very real opportunity for brands to engage in experiential marketing. Hosting community iftars, cultural activations and immersive brand experiences are proving powerful ways to foster goodwill and lasting affinity. It is not just about physical presence; it is about meaningful participation as well. This means Ramadan activations succeed or fail based on how well they will be remembered rather than how much noise they create. In this direction, brands that smoothly integrate into the consumer’s Ramadan experience will find their place in their audience’s traditions beyond seasonal appearances.

Digital engagement for Ramadan campaigns is taking a whole new turn now. Augmented reality (AR) filters, interactive mobile experiences and AI-powered personalisation engines are redefining how brands engage with their audiences. A successful campaign today balances digital sophistication with human contact so that every touchpoint, whether it is a social media advert, a branded content piece, or an on-ground activation should feel personal, relevant and valuable. This is well demonstrated in the consumer electronics segment.

A YouGov Guide to 2024 Ramadan Shopping Insights Report indicated that 40 per cent of UAE consumers were likely to consider buying electronic gadgets during Ramadan, while 24 per cent were actively looking for devices embedded with the latest technologies. This trend is a pointer to the need to position products according to consumer expectations of novelty and relevance during the Holy Month.

In this new era of Ramadan advertising, the brands that will make it to the top will be those that put meaning over marketing. This Holy Month is not only an opportunity to sell; it is also a time for reflection among people, a time of sharing and being with people. The objective is to make sure campaigns cut through while staying true to the spirit of Ramadan. Only those who can balance this scale will achieve relevance in the Holy Month and even further, long after it has ended, with the consumer.

By Jobin Joejoe, Managing Director, Sony Middle East and Africa

Gearing up for humanthe touch in Ramadan

Data is transforming automotive marketing during Ramadan writes Al-Futtaim Automotive’s Roxane Magbanua.

The Holy Month of Ramadan, traditionally a time of spiritual reflection and community, is a pivotal moment for automotive brands to reimagine their relationship with consumers. There has been a profound shift in how we connect with customers during one of the most special times of the year.

Conventional wisdom about Ramadan being a time of slowing down tells only half the story. Our data reveals that people actually drive more during this month than any other time of the year. Vehicles transform into personal sanctuaries, especially for younger generations seeking moments of solitude and reflection between family gatherings.

This duality of Ramadan, the balance between communal celebration and personal

reflection, presents both a challenge and an opportunity for automotive marketers. The traditional approach of broad-spectrum, price-driven campaigns no longer resonates with today’s consumers, who seek deeper connections and more meaningful engagements with brands.

From a purchase behaviour standpoint, the automotive sector experiences a surge in interest, particularly in Ramadan-specific promotions and financing options. However, today’s consumer is looking beyond pricedriven campaigns. Factors like extended warranties, fuel efficiency and flexible financing plans are becoming key differentiators. The rise of new energy vehicles (NEVs) during Ramadan illustrates this evolution. Looking for more than seasonal deals, consumers are exploring sustainable options aligned with the month’s themes of mindfulness and responsibility. A shift that reflects a deeper truth: Ramadan purchasing decisions are increasingly driven by values rather than merely ‘value’.

HYPER-PERSONALISATION: A STRATEGIC IMPERATIVE

Ramadan is deeply personal; no two experiences are the same. Some people spend more time at home, others are constantly on the move. Some prioritise family gatherings, while others prefer solitude.

Perhaps most telling is the transformation in how brands engage with cultural narratives. Gone are the days of generic Ramadan advertisements featuring identical themes. Today’s most successful campaigns are built on understanding the diversity of Ramadan experiences.

Going beyond targeted ads, hyperpersonalisation is about understanding the specific journeys of different consumer segments and delivering content, offers and experiences tailored to their unique needs.

By analysing search trends, video engagement and social conversations, brands can identify when and where consumers are most active online, what type of content resonates at different times of the day and how different demographics engage with automotive brands.

CONTEXTUAL AND DYNAMIC CONTENT

Ramadan follows a distinct daily rhythm and so should automotive marketing. Data shows that pre-Iftar hours are marked by lastminute shopping and heightened digital consumption, making it an ideal window for brand storytelling. Post-Iftar, consumers shift to entertainment and leisure, offering opportunities for video engagement and interactive content.

While e-commerce has traditionally played a smaller role in automotive sales, Ramadan is accelerating digital-first car-buying behaviours. Brands are investing in shoppable content, interactive AR experiences and AI-powered chatbots to

A ROADMAP FOR AUTOMOTIVE BRANDS

To succeed in Ramadan 2025, automotive marketers must adopt a holistic, datadriven strategy:

1. Leverage real-time consumer insights: Understand behavioral shifts and content trends to tailor marketing efforts.

2. Develop adaptive, hyper-personalised content: Use AI to deliver real-time, contextual content that aligns with different moments of the day.

3. Create frictionless purchase journeys: Invest in digital tools that make automotive buying seamless and engaging.

4. Engage through authenticity and cultural relevance: Partner with content creators who integrate automotive narratives into Ramadan storytelling in a meaningful way.

facilitate smoother purchasing decisions. As seen in the luxury sector, AI allows faster decisions for precision marketing, optimising ad performance by delivering the right car, the right message to the right consumer using the right channel.

CONTENT-LED CULTURAL ENGAGEMENT

Cultural authenticity matters more than ever at Ramadan. Consumers gravitate toward content that aligns with their values, making content creation with influencers an essential strategy.

Last Ramadan, we saw this firsthand with Every Little Bit Makes a Big Difference for Lexus. Tapping into the affinity for episodic content during Ramadan, we launched a series of multiple short films with Lexus. Instead of focusing on our cars, we told stories about real moments that happen during Ramadan – those small but meaningful interactions that we all experience focused on hospitality, family time and giving. Influencers led by example, inspiring mass user-generated content as people shared their own small but meaningful actions. Through partnerships with cultural creators and influencers, automotive brands are weaving themselves into authentic stories about family reunions, midnight drives and community service. These are stories that resonate because they reflect real lives rather than marketing scripts.

Today, trust and engagement matter as much as reach.  During Ramadan, this influence intensifies, shaping what people buy, what they watch, how they give back and how they interpret traditions in a modern context.

The Holy Month teaches us about reflection, community and mindful consumption. For automotive marketers, the lesson is clear: in the age of AI, success still boils down to the remarkably human ability to listen, understand and connect with people in ways that respect their traditions and their evolving needs. That’s not just good marketing; it’s good business.

By Roxane Magbanua, General Manager – Marketing, Al-Futtaim Automotive

For decades, Ramadan advertising has been a predictable playbook: cue the dramatic music, roll out the slowmotion family reunions and bring on the heart-wrenching generosity. The result?

A sea of emotionally charged, tear-jerking commercials that leave audiences reaching for tissues faster than they reach for their iftar dates.

But here’s the thing – Ramadan isn’t just about sentimentality. It’s also about joy, laughter and the kind of slapstick humour that only emerges when someone is running on three hours of sleep and an empty stomach. Between the legendary Favazeer game shows, over-the-top sitcoms and unintentional comedy of fasting-induced forgetfulness, Ramadan is already packed with entertainment. So why are brands still so afraid to make people laugh?

SHIFT IN HUMOUR: FROM HOLLYWOOD TO THE HOLY MONTH

Globally, humour in advertising is king. The Super Bowl is a $7m-per-30-seconds comedy show. Brands are ditching the tearful violin solos for witty one-liners and Gen Z refuses to engage with anything that doesn’t make them chuckle or at least smirk through their cynicism. Even B2B brands – yes, the ones selling industrial printers – are injecting humour into their campaigns.

So why does Ramadan advertising still insist on making us cry? It’s as if brands believe that humour and holiness are mutually exclusive when, in reality, they’ve always gone hand in hand. The Musalsalat Ramadan TV series thrives on humour. From pranks to playful banter, Ramadan TV is an entertainment powerhouse that draws millions of viewers. If audiences are already laughing, why aren’t brands joining in on the fun?

THE PLAYBOOK: ENTERTAINING RAMADAN ADVERTISEMENTS DONE RIGHT

Think of all the relatable, meme-worthy moments Ramadan brings. The dramatic

advertising should embrace that. Instead of every brand fighting to outdo the other in the ‘who can make the audience cry harder’ Olympics, why not see who can make them laugh the loudest?

LAUGHTER IS THE BEST MARKETING STRATEGY It’s time to rethink Ramadan advertising. Sentimentality will always have its place, but humour deserves a seat at the table –preferably right next to the samosas. People don’t just want to be emotionally moved; they want to be entertained. They want to laugh at their shared experiences, see their own Ramadan struggles reflected in a lighthearted way and enjoy the content they consume.

So, let’s give them something new. Something fresh. Something that makes them spit out their Vimto in laughter instead of tears. Because, in a month filled with love, family and delicious food, there’s plenty of room for joy.

‘‘Sentimentality has its place, but humour deserves a seat at the table.”

‘who drank all the Vimto?’ accusations. The overly enthusiastic relative who insists on making 17 different kinds of qatayef – only to eat two. The communal struggle of trying to keep a straight face when someone’s stomach growls in the middle of Taraweeh prayers. These are comedy gold.

Spill the Vimto, not tears

LION’s Osama Siddiq makes the case for humour within Ramadan advertising.

Brands have an opportunity to lean into these universally understood experiences. Picture a fast-food brand poking fun at the last-minute iftar rush, when people transform into Olympic sprinters to get their orders in. Or an ad showcasing the hilarity of suhoor confusion – when you wake up at 3am and start buttering a remote control instead of toast. These moments resonate because they’re real, they’re funny, and they’re shared by millions.

WHY HUMOUR WINS (EVERY TIME)

Humour isn’t just entertaining – it’s scientifically proven to make messages stick. People remember what makes them laugh. It builds brand love, strengthens emotional connections and, most importantly, gets shared. In a world where social media dictates advertising success, shareability is everything. And what gets shared more than anything else? Funny, relatable content.

There’s wisdom in laughter, and there’s connection in comedy. Ramadan

After all, who said marketing during Ramadan couldn’t have a sense of humour?

Lastly, if brands want to infuse humour into their Ramadan campaigns, here’s a quick cheat sheet of comedic goldmines:

1. The suhoor confusion: Waking up disoriented, mistaking shampoo for honey, or trying to eat sambousek with a fork upside down.

2. The iftar race: That dramatic moment when someone sprints to grab the last samosa, only to lose to an overenthusiastic auntie.

3. The unspoken Vimto wars: Every household has a Vimto hoarder who ‘mysteriously’ finishes the entire bottle before midRamadan.

4. Fasting-induced forgetfulness: Walking into a room and forgetting why, trying to Google something without WiFi, or replying to texts out loud.

5. Taraweeh struggles: That one person whose stomach growls so loudly in prayer that they start pretending it wasn’t them.

6. Overloaded iftar plates: The ambitious pile of food that was supposed to be ‘just a little bit of everything’.

7. The post-iftar food coma: Falling asleep mid-conversation, or dramatically refusing to move an inch post-kunafa consumption.

By Osama Siddiq , Founder and Executive Creative Director, LION

As technology continues to shape every aspect of our lives, AI affects everything. The fusion of faith and technology, such as personalised prayer reminders, showcase how AI is reshaping the way people observe the Holy Month of Ramadan.

Historically, each technological shift has affected Ramadan in unique ways. The radio once brought sermons into homes, television introduced special Ramadan programming and social media connected fasting Muslims worldwide. Now, artificial intelligence is poised to be the next evolution. What role should AI play in the sensitive and fundamental territory of spirituality?

RAMADAN IS ALL ABOUT HUMAN CONNECTIONS

As AI continues to evolve, it is reshaping the way brands engage with consumers during the Holy Month. From personalised shopping experiences to AI-driven content creation, both businesses and individuals are navigating a new digital era of Ramadan.

Nonetheless, consumers will likely have mixed reactions to AI-enhanced Ramadan traditions. While many will embrace the convenience, efficiency

‘‘Emotional narratives will be key to audiencesengaging authentically.”

Ramadan as a key cultural moment when technology and advertising intersect with family traditions. The research shows that 88 per cent of respondents prioritise family time, while 76 per cent see technology as integral to Ramadan.

Hyper-personalised targeting using AI-driven analytics will become even more prominent in 2025. Brands will leverage data insights to share exclusive deals, dynamic content and personalised recommendations tailored to individual consumer behaviours.

Despite AI’s growing presence, storytelling remains a powerful bridge between brands and consumers, especially during Ramadan.

Short films, influencer partnerships and community-driven content reflecting shared values of generosity, resilience and family will continue to dominate marketing strategies.

Emotional narratives – particularly those that capture real-life Ramadan experiences – will be key to engaging audiences authentically.

THE FUTURE OF AI AND RAMADAN: A BALANCED APPROACH

As AI becomes more embedded in Ramadan traditions, both brands and consumers will need to navigate its impact thoughtfully. There is a risk

Can artificial intelligence deepen spiritual experiences?

PHD MENA’s Ban Samara says AI should complement – not replace –the spiritual and communal essence of Ramadan.

and personalisation that AI offers, others may resist its growing influence, particularly when it comes to faith-based practices.

For brands to ease the shift to AI during Ramadan, they need to take a thoughtful, respectful and customised consumer approach to ensure AI enhances, rather than disrupts, religious traditions.

An example of this could be by leveraging AI to personalise virtual Iftar invitations, helping people connect with family and friends, or using AI to analyse donation trends and suggest impactful ways for people to give Zakat to their communities.

AI-POWERED INNOVATION: TRANSFORMING

FMCG AND BEAUTY EXPERIENCES

The FMCG industry is leading the global adoption of AI, using advanced analytics and machine learning to enhance media and campaign strategies.

For instance, Unilever’s beauty brands worldwide have harnessed AI to create immersive, highly personalised consumer experiences, driving growth through market expansion, premium positioning and increased sales.

Notable examples include BeautyHub Pro, Dove’s AI-powered Virtual Scalp and Hair Therapist and Pond’s Skin Institute’s AI Skin Expert, which is expected to surpass 100,000 users by the end of 2024.

Through AI-powered sentiment analysis and predictive analytics, brands can craft narratives that align with consumer values, ensuring that promotional efforts during Ramadan remain culturally authentic while maximising engagement and loyalty.

RAMADAN: TECH AND ADVERTISING INTERSECT WITH FAMILY TRADITIONS

A recent study by The Trade Desk highlights

that AI could commercialise Ramadan, as brands use AI-driven analytics to hyperpersonalise ads, predict consumer behaviour and push targeted promotions.

Businesses must ensure that AI-driven marketing remains respectful of religious values, while consumers must decide how much technology they want to integrate into their Ramadan experience.

AI can be a powerful tool to enhance Ramadan, but it should complement – not replace – the spiritual and communal essence of the Holy Month.

Done correctly, Ramadan could even represent an opportunity to connect between tradition and innovation.

Striking this balance will be the key to wider acceptance, ensuring that AI serves to enrich rather than dilute the significance of Ramadan.

By Ban Samara, Senior Director of Planning, PHD MENA

A marketer’s goldmine

As the Holy Month of Ramadan descends upon Saudi Arabia, a profound transformation takes place. It’s a period of heightened spirituality, social connection and cultural celebration, where values of family, togetherness and generousity take centre stage. In addition to its cultural and religious significance, Ramadan has evolved into a critical period for marketers, presenting both unparalleled opportunities and unique challenges in an increasingly complex and evolving media landscape.

TV REMAINS DOMINANT, BUT STREAMING IS ON THE RISE

Television remains the undisputed heavyweight champion of Ramadan viewing in Saudi Arabia. Over 90 per cent of the population tunes in daily, spending a whopping average of five hours and 35 minutes glued to the screen. TV is where

‘‘Without measurement how will you know if you’ve struck gold or hit a mine?”

families gather to share the experience of Ramadan programming, from religious shows to dramas. But – and this is a big ‘but’ – the younger generation is increasingly drawn to the flexibility of streaming. This means smart marketers need a game plan that covers all the bases.

STREAMING: THE FAST-RISING CHALLENGER

While TV might be king, streaming services are rapidly gaining ground. The ability to choose what you watch, when you watch it and often with a focus on local, culturally relevant content is a powerful draw, especially later in the evening. A staggering nine out of ten people in Saudi Arabia stream video content during Ramadan, spending over two hours a day on these platforms. And here’s a key insight: homegrown Saudi streaming services are booming, used 1.6 times more than international ones. Ramadan 2024 really hammered home a crucial point: we’re not talking

(and minefield)

Ipsos’ Joelle Farah on navigating the viewing trends and advertising clutter in Saudi Arabia.

about TV versus streaming anymore, it’s a hybrid world. Each platform plays a different, but important role in how people consume content. This shift is fuelled by what people want: family-friendly shows (63 per cent), a wide range of options (59 per cent), original exclusives (59 per cent), plenty of Arabic content (58 per cent) and live TV access (57 per cent).

THE ADVERTISING ARENA: NAVIGATING THE NOISE

Ramadan is the peak season for advertising in Saudi Arabia. Ad spending goes through the roof as brands try to catch eyeballs during peak viewing hours, especially around Iftar. We’re talking a total ad spend of $1.2 bn, with local brands contributing a hefty $445m – a 12 per cent jump from the year before.

But here’s the challenge: that massive spending creates a ton of noise. It’s like trying to shout over a crowd. Brands need to be incredibly clever and creative to break through. How?

STRATEGIES FOR SUCCESS: MAKING YOUR MARK

To effectively navigate this landscape, brands need a strategic approach: Get the culture right: Your campaigns must resonate with the spirit of Ramadan. Think about the imagery, the themes – but don’t let the brand get lost in the process.

Be creative, be memorable: Great storytelling and a touch of humour can make all the difference. You need to stand out from the sea of ads.

Brand first, always: Make sure your brand cues – your logo, your colours, your overall message – are clear and consistent. People need to remember who is talking to them.

Timing is everything: Iftar and prime-time advertising are essential, but don’t overlook the potential of late-night. Could strategic placements on streaming and digital platforms after traditional TV hours offer a valuable, less cluttered advertising opportunity?

Think omnichannel: Create synergistic impact. Don’t treat each channel in isolation. Design your Ramadan campaign so that each platform complements and reinforces the others.

A well-executed omnichannel strategy creates a synergistic effect, amplifying your message and helping it break through the clutter more effectively than any single channel could alone.

WINNING IN RAMADAN: A DELICATE BALANCE

The key takeaway? The Ramadan advertising space is saturated. It’s not enough just to be seen; you need to be remembered and linked to your brand. Many ads simply blend together, making it incredibly difficult to stand out. That’s why strong brand assets – your logo, colours, music, even the way you tell your stories –are absolutely critical for recall.

The ideal zone is where Ramadan themes, your target audience and your brand’s identity all intersect. Ads that hit the right emotional notes and tell compelling stories are the ones that will truly resonate. Ultimately, success in Ramadan advertising comes down to a deep understanding of the culture, how people consume media and the everchanging landscape. Creativity, strategic planning and a laser focus on your brand message are your tools. These are the keys to breaking through the clutter and making a real, lasting impact.

And finally, here’s the crucial question: Without measurement, how will you know if you’ve struck gold or hit a mine?

By Joelle Farah, Chief Commercial Director – Media, Ipsos MENA

Every year, as the crescent moon signals the arrival of Ramadan, millions across the MENA region prepare for a month of reflection, togetherness and spiritual connection. It’s a time when routines shift, families gather around the iftar table and people seek content that aligns with their values and emotions. But it’s not just daily habits that change – consumer behaviour undergoes a significant transformation as well.

Purchasing patterns shift across key sectors such as consumer goods, travel, luxury and electronics. Media consumption also sees notable changes, with audiences spending more time on TV content, digital audio, gaming, streaming and digital out-of-home platforms.

While social media remains crucial in MENA, 72 per cent of online time is spent on the open internet – on websites, apps and streaming services. For brands, Ramadan is more than just a marketing opportunity; it’s a crucial period to foster meaningful connections and celebrate shared values with consumers.

UNDERSTANDING THE RAMADAN MINDSET

Ramadan is more than just a shift in eating schedules; it’s a time of heightened emotions, generosity and cultural significance. People consume content differently – prime time moves to after iftar, social media usage spikes late at night, and family-friendly content takes centre stage. Brands that fail to recognise these shifts risk missing out on one of the most engaged audiences of the year.

However, while regional habits shift during Ramadan, these changes vary significantly between countries, cities and even age groups. For example, the way a target audience in Saudi Arabia engages during Ramadan is different from those in Egypt or the Levant. This is a crucial factor that many brands overlook when planning their campaigns. The stories created must align with the values and traditions of each audience during this month, ensuring that storytelling feels personal and relevant. Rather than integrating the audience around the brand, the focus should be on seamlessly integrating the brand into narratives that genuinely resonate with them. Simply repackaging the same content with a Ramadan theme won’t resonate. Instead, brands should focus on storytelling that reflects the spirit of the season – values like kindness, community and gratitude. Authenticity matters. Audiences are more discerning than ever, and they can tell when a campaign is merely transactional versus when it’s built with cultural understanding at its core.

CURATING RELEVANT AND MEANINGFUL CONTENT

Ramadan is a time when families come together, and entertainment choices reflect this. Viewers gravitate toward emotionally rich dramas, uplifting reality shows and inspiring documentaries. Ensuring that advertising aligns with this type of content enhances, rather than disrupts, the viewing experience.

Brands should also consider creative ways to integrate their messaging. Instead of standard ad placements, sponsorships of Ramadan-themed programs, interactive digital content, or co-created storytelling can make a campaign feel more organic and meaningful. Thoughtful content integration allows brands to be part of the experience rather than just another commercial break.

SMART PRODUCT PLACEMENT IN TV SHOWS, CARTOONS AND MORE

For brands looking to go beyond traditional advertising, product placement within TV shows, cartoons and streaming content is a powerful way to integrate seamlessly into Ramadan viewing habits.

Family dramas and sitcoms: Given the popularity of Ramadan series, brands can place products naturally within scenes – such as featuring a well-known food brand during iftar table conversations or showcasing a tech gadget being used in a meaningful moment.

Cartoons and kids’ programming: With children playing a big role in family entertainment choices, brands targeting families can incorporate subtle yet effective placements. A food or beverage brand can appear in an animated kitchen scene, or a toy brand can be embedded into a storyline that resonates with themes of generosity and sharing.

Cooking and lifestyle shows: Sponsored segments within Ramadan cooking shows can highlight ingredients in a way that feels organic rather than overly promotional. Lifestyle and home makeover shows can also feature home essentials or decor brands that align with the festive atmosphere.

Gaming and interactive content: With increased digital engagement, in-game advertising and branded content within mobile and console games offer another avenue for connection. Brands can incorporate limited-time offers, Ramadan-themed skins, or challenges that reflect the spirit of the season.

Streaming and social video: Many streaming services offer ad integration that allows brands to become part of the storytelling rather than disrupting it. Branded web series or collaborations with influencers who create Ramadan-themed content can build authentic engagement.

THE POWER OF EMOTIONAL CONNECTION

The most memorable Ramadan campaigns don’t just promote a product; they tell a story that evokes emotion. Whether it’s a heartwarming tale of togetherness, a message of giving back or an inspiring journey of personal growth, successful

Ramadan advertising is about forging genuine connections. Consumers remember how a brand made them feel during this sacred time, and that emotional impact extends far beyond Ramadan itself. After all, life tastes beautiful with every story and every act – it’s these shared moments that create lasting memories and strengthen bonds between brands and their audiences.

The key takeaway? Ramadan isn’t just a marketing moment – it’s a cultural and emotional touchpoint. Brands that take the time to understand their audience, craft meaningful content and align with quality programming will not only see higher engagement but will also build long-term consumer trust.

As we step into another Ramadan season, it’s time to move beyond conventional advertising and create campaigns that truly connect. Thoughtful, relevant and culturally aware messaging will always stand out, making a lasting impact on audiences during this special time of year.

By Layla Tamim, Director of Ad Sales MENA, Warner Bros. Discovery

Why brands need to think differently during Ramadan

Warner Bros. Discovery’s Layla Tamim on curating relevant and meaningful content for the month of Ramadan.

CREATIVITY: A CALL FOR CAUTION

Campaign Middle East gets chief creative officers, client-side marketers and adtech players talking about the role of human ingenuity in the age of AI.

By Anup Oommen

As brands in the Middle East – and the agencies servicing them – increasingly lean into artificial intelligence (AI) algorithms to craft marketing strategies and campaigns, one of the most fiercely debated topics is the evolving role of humans in the creative process.

Are we transitioning from ‘AI versus human creativity’ to ‘AI-dependent human creativity’? Is human ingenuity being sidelined in the age of AI? Industry leaders reach a consensus that nobody puts human ingenuity in the corner.

In conversation with Campaign Middle East, industry leaders share how we need to move past the ‘AI is a useful tool’ and ‘AI

won’t take our jobs’ discussions to highlight precisely how people need to embed AI in their day-to-day and the dangers associated with getting a bit too comfortable with offloading creativity to AI.

Putting the ‘AI replacing humans’ debate to bed, Noah Khan, Regional President of Digital & Innovation – CEE, Middle East and Africa, TBWA, says, “The future isn’t about machines taking over; it’s about humans and

AI working together to push boundaries, solve complex challenges and create in ways we never imagined before – stealing ideas from the future and defying gravity.”

“Think of it like this: data provides the raw material, AI helps refine it, but it’s the human touch – the craftsman – that shapes the material into something truly special and relevant,” says Carla Klumpenaar, General Manager – Marketing and Communications, Al-Futtaim IKEA UAE.

The beauty of AI is that it is pushing creatives out of their comfort zones. First-party data and AI are amplifying human creativity, taking ‘innovative ideas’ beyond the attention-grabbing and awardwinning check boxes to be more strategic, meaningful and effective to guide consumers toward conversions, brand love and loyalty.

Federico Fanti, Chief Creative Officer, FP7McCann Dubai, says, “Just as Photoshop revolutionised the creative industry 20 to 25 years ago, AI is poised to do the same today. AI expands the possibilities of creativity, allowing us to push boundaries and explore new frontiers.”

Waseem Afzal, CEO and Founder, Platformance, says, “Those who stick to

Noah Khan, Regional President of Digital and Innovation – CEE, Middle East and Africa, TBWA

“The real risk lies in humanity’s overreliance on algorithmic precision, potentially outsourcing the ineffable qualities of intuition, paradox and serendipity that fuel revolutionary ideas,” Azizi Development’s Tizian Raab says.

AND COLLABORATION

traditional methods may struggle, but those who use AI as a tool to enhance their ideas will shape the future of creativity.”

WORDS OF CAUTION

Marketers and agency leaders also share that the degree of dependency on AI-generated content – whether due to ease of delivery, monetary constraints or speed to market –raises concerns.

Last year, Chalhoub Group’s designer fashion outlet, The Deal, caused a stir when it used large-language model (LLM) text-topicture generation for its back-to-school campaign, eliminating the need for planning, casting, shooting, models, photographers, and physical locations.

Chafic Haddad, Chief Creative Officer, VML MENA, says, “AI and data-driven creativity are opening up new possibilities, but there’s a slight risk that human ingenuity could be sidelined if we rely too heavily on technology.”

The AI ripple is also being felt across the globe. Some global giants such as Oreo-maker Mondelez International and Mars candy brand Starburst are leaning into AI to scale their campaigns – to enable different versions of their creatives across programmatic –while other smaller brands such as IT management platform Atera and fintech firm Klarna are saving millions of dollars on marketing spend by jumping on to the generative AI bandwagon.

Creative leaders view this as a step in the right direction, but they also advise caution. Apart from AI’s lack of human emotion, empathy, context and cultural nuances,

marketers also raise concerns that datadriven decisions without experienced oversight can be counter-productive to creativity.

Haddad adds, “Data can help guide decisions but it shouldn’t completely control the creative process. If we focus too much on numbers – such as past performance or short-term results – we risk creating predictable, safe content that lacks originality or emotional depth. Data should support creativity, not stifle it; should inform, not constrain it; guide, not dictate it.”

Fizo Younis, Chief Creative Officer, Publicis Communications – KSA and Egypt, says, “The risk isn’t in using data, it’s in using it blindly. When creative decisions are purely data-led, we start optimising for what already works instead of exploring what could work. That’s how creativity becomes predictable, and when everything feels the same, nothing stands out.”

This brings up a crucial conversation around AI’s originality. For instance, AI’s production of ‘different’ and ‘effective’ creative art or music, based on mimicking, mixing and matching past work, neither equates to the originality of Beethoven or Van Gogh nor summons the emotion of Hans Zimmer’s pieces.

‘‘WHEN DECISIONS ARE DATA-LED, WE OPTIMISE FOR WHAT ALREADY WORKS, INSTEAD OF WHAT COULD WORK.”

“Data-driven creativity is immensely powerful, but we must watch out for over-reliance. If we depend too much on AI, we might end up with the same ideas simply warmed up,” TBWA’s Khan says.

Tizian H. G. Raab, Head of Communications and Public Relations, Azizi Developments, adds, “The real risk lies in humanity’s overreliance on algorithmic precision, potentially outsourcing the ineffable qualities of intuition, paradox and serendipity that fuel revolutionary ideas. AI

Carla Klumpenaar, GM – Marketing and Communications, Al-Fu aim IKEA UAE

Tizian H. G. Raab, Head of Communications and Public Relations, Azizi Developments

Waseem Afzal, CEO and Founder, Platformance

Federico Fanti, Chief Creative Officer, FP7McCann Dubai

“What

– driven by data – certainly acts as a catalyst for creativity, providing unexpected combinations and novel structures. However, it currently remains bound by the patterns it analyses –lacking the nuanced understanding of emotion, context and culture that human ingenuity inherently grasps.”

The trouble with ‘sameness’ arguments is that they pre-date AI and data-driven creative strategies. Marketers and agencies have been arguing about the originality of campaign ideas for decades, with a lot of recent work being called out for repurposing old awardwinning campaigns.

Instead of leaning in to AI for ‘creative’ ideas based on what it is learning from

the past, leaders call for the industry to use these tools to figure out whether their ideas are truly ‘original’. Instead of depending on AI to ‘spin’ previously successful ideas into new ones, they call for the industry to be bold and innovative.

Leaders also highlight how success differs based on geography. What works in the west may not work in the Middle East – a region that represents several different cohorts of hyper-local communities, each with their own dialects, cultural nuances and media preferences.

Fabio Silveira, Managing Director, Havas Creative Middle East, says, “While data can inspire and enhance creativity, an over-reliance on data can lead to formulaic approaches. For instance, replicating ‘global best practices’ may overlook unique, market-specific growth opportunities. There’s a crucial distinction between knowing and truly understanding – between merely speaking to an audience and deeply connecting with them.”

Some marketers also discuss recent geopolitical shifts around the globe, which have resulted in the rollback of AI safeguards around inclusion and sustainability. Others call for stronger guardrails to prevent AI from being allowed to act on prejudices of the past.

“Caution is essential as we navigate the rise of data-driven creativity,” says Ghida Batal, Head of Media and Digital Excellence – MENA, Arla Foods.

“Creativity thrives on a balance between analytical precision and originality. If we rely too heavily on past data, we risk reinforcing biases and stifling fresh ideas.”

Al-Futtaim IKEA UAE’s Klumpenaar says, “One of the biggest challenges is avoiding the echo chamber effect – where personalised targeting becomes so narrow that it limits a customer’s exposure to new ideas and inspiration. We also recognise the potential for bias in

algorithms, and are actively working to mitigate this by monitoring our recommendation engine for bias, and having our design team ensure inclusivity in products and marketing.”

She adds, “While data is invaluable, navigating the sheer volume of information can be overwhelming, even leading to decision paralysis for some. Therefore, equipping our teams with the skills to effectively interpret and utilise data is crucial.”

This also means that it’s not only time for the brand and marketing industry to democratise data – make it accessible and understandable to a broader range of individuals – but it’s also a call to break data silos, upskill teams and ensure that everyone in the organisation understands how they can derive value from the data at their fingertips. Essentially, datadriven decisions need to be more than just a bullet point on the job description. Platformance’s Afzal says, “The caution lies in using data for its own sake rather than focusing on why it is being applied. When data becomes the objective instead of the means to an

outcome, creativity risks being reduced to a formula. The most effective brands use data to sharpen creative thinking, not replace it. Data-driven creative strategies should lead to better outcomes, more engagement, stronger brand affinity and increased business impact.”

WORKING TOWARDS EQUILIBRIUM?

Through the conversation, several marketers and creative leaders use the aphorism, “Technology without humanity is like an engine without a pilot.” Rather than one relying on the other, the leaders discuss the need for interdependency. They share how creativity must breathe life into AIdelivered insights, turning numbers into narratives and, conversely, how creative prompts within LLMs and AI tools can lead to more meaningful, targeted insights.

“Replicating ‘global best practices’ may overlook unique, market-specific growth opportunities,” Havas Creative Middle East’s Fabio Silveira says.

Fabio Silveira, Managing Director, Havas Creative Middle East

Chafic Haddad, Chief Creative Officer, VML MENA

Fizo Younis, Chief Creative Officer, Publicis Communications – KSA and Egypt

‘‘LEVERAGE DATA WITHOUT LOSING THE SOUL OF STORYTELLING, ENSURING CONTENT RESONATES EMOTIONALLY WHILE REACHING THE RIGHT AUDIENCE.”

When asked whether we need to find equilibrium – the balance between –the science of targeting and the art of creativity, Publicis Communications’ Younis says, “Advertising has always been both, the science of targeting and the art of creativity, but maybe we should rethink it. What if we infused more art into targeting and more science into the creative process? That might bring us closer to equilibrium. That said, I don’t think we’re there yet. Balance isn’t a fixed point, it’s a constant adjustment based on the challenge at hand. Technologies will keep evolving, platforms will shift, and with that, we’ll need to keep redefining what balance looks like.”

Fouad Abdel Malak, Chief Creative Officer, Blink, adds, “The balance between the science of targeting and the art of

creativity isn’t static – it’s a constant dance. When done right, the two don’t just coexist; they elevate each other. Precision targeting informs creativity, ensuring bold ideas hit where they matter most.”

Taking this a step further, TBWA’s Khan says, “The magic isn’t in balance –it’s in the imbalance. When technology informs, but doesn’t dictate, and when creativity inspires, emotes and is not defined or restricted by numbers, we unlock new possibilities. We’re in an era of dynamic tension, when science and creativity continuously push each other forward. Data-driven targeting sharpens insights, ensuring relevance, while creativity breathes life into those insights, forging emotional connections.”

That’s where the goalposts have moved: to find the sweet spot where

marketers and agencies remain nimble enough to push creative boundaries, yet grounded in the science that drives results.

Platformance’s Afzal adds, “Targeting has never been more precise, yet creativity has never been more essential. Targeting allows us to reach the right audience at the right time, but it is the art of creativity that makes them stop, engage and remember. The best brands know that data and creativity are not opposing forces. When used together, they turn marketing from a numbers game into a measurable, impactful story that is relevant at scale.”

Industry leaders also highlight the risk of allowing algorithms and performance metrics to overshadow authentic and emotionally engaging narratives, thereby potentially eroding a brand’s identity and originality.

Given that the prime objective of brand and marketing is to solve consumers’ problems, elevate customer experiences and connect brands to communities, the real challenge in a numbers-driven world lies in going beyond using data for precise targeting, and also using it to craft compelling stories that resonate with audiences.

Arla Foods’ Batal says, “Creativity often plays catch-up, adapting to algorithms rather than leading the conversation. Brands risk over-optimising for performance metrics, sometimes at the expense of emotional storytelling and originality. The best brands are those that leverage data without losing the soul of storytelling, ensuring content resonates emotionally while reaching the right audience.”

VML MENA’s Haddad adds, “The real challenge now is finding a balance where tech enhances creativity, not dominates it. It’s about using data to tell better stories, not just more targeted ones.”

It’s no surprise that the need for human ingenuity – through contextual, culturally relevant and conscientious storytelling – has, therefore, come back to the fore in a world where data and creativity collide.

Fouad Abdel Malak, Chief Creative Officer, Blink

Ghida Batal, Head of Media and Digital Excellence – MENA, Arla Foods

“If we depend too much on AI, we might end up with the same ideas simply warmed up,” TBWA’s Khan says. ’

DATA <3 CREATIVITY

FP7 McCann’s Tarek Miknas explains the love story between data and creativity that leads to show-stopping campaigns.

In the early days of advertising, data was a relatively straightforward tool. Agencies would gather hard metrics from clients, coupled with qualitative metrics, typically through focus groups, to analyse and predict consumer behaviour and take some of the risk out of advertising investment. Agencies didn’t have the luxury of tracking every click, analysing every interaction, or gathering data about audiences in real time. If we wanted to understand consumers, we had to talk to them, study them and, here’s the kicker, trust the experience and intuition of

“DATA AND CREATIVITY ARE LIKE ANY GOOD RELATIONSHIP. THEY DON’T NEED TO COMPETE; THEY NEED TO COMPLEMENT EACH OTHER.”

seasoned practitioners. But now, the game hasn’t just changed, it’s been completely reimagined. From the moment you unlock your phone to the last late-night online purchase, you’re not just a user. You’re a data point. A story waiting to be understood.

DATA ISN’T ENOUGH

We are living in an era when the abundance of data allows us to decode, with frightening accuracy, and apply it in ways that we never thought possible. But here’s the thing: data isn’t enough. It’s just the starting point.

Creativity is what brings data to life. And here are the statistics to prove it –according to Go Globe, when data is combined with storytelling, information retention increases from 5-10 per cent to 67 per cent.

Let me explain. Data is vital, it tells us the who, what, when, where, and how often, but it fails to enlighten us on the most important question – why? It’s unable to capture the essence of a person’s experience, their feelings, their context. And this, right here, is where creativity becomes the heartbeat that breathes life into the skeleton of data.

While we continue to invest significantly in data, it’s important to recognise that creativity doesn’t live or die by it. Rather, data serves as an essential tool to enrich, inform, and amplify the creative process. It provides the building blocks to craft messages that truly resonate.

Ultimately, all of this is in service of either selling a product or shifting an attitude, so, let me drop another bit of data for you – according to Leap Mesh research, effective storytelling can lead to a 30 per cent increase in conversion rates.

CREATIVITY MAKES DATA PERSONAL

Take a step back to the late ‘90s. McCann ran a campaign for Marriott that used customer behaviour, not through data-driven models, but through simple human observation and understanding. ‘Room 232 wants to speak with you’. ‘Room 217 has a surprise waiting’.

I remember the campaign resonating with various ‘audiences’ because the lines were insightful and true to various ‘personas’ with stories that felt authentic to each one. Fast forward to today, and the flood of data available to us can be

overwhelming. We now have access to behavioural data, predictive data, real-time data, sales data, anything and everything. And sure, it helps a great deal, particularly when a person sifts out the most relevant bits to unlock the most powerful and relevant of truths. At the heart of every piece of effective communication, there’s a human being who needs to be convinced, who needs to feel something and be moved.

An initiative that I love sharing is a truth hunting exercise we did as a network a few years back. We called it the ‘The Truth About the Street’. Across 14 countries, on the same day and at the same time, every FP7 McCann office was evacuated.

Everyone, from seniors to mid-level talent to admin staff, hopped into cabs to speak to taxi drivers with a set of curated questions. It wasn’t just about gathering insights; it was about connecting with real people, experiencing their world, and understanding the truths that were shared deeply and personally.

BLENDING DATA AND CREATIVITY IN THE DAY-TO-DAY

Data is everywhere. To ignore it is not just a missed opportunity; it’s a mistake. As our industry evolves, we must continue to be agile and be able to adapt

What does this all mean to us on-theground in our day-to-day? Quite simply, it means fostering a culture of collaboration within creative teams, where data analysts, strategists, and creatives aren’t working in silos but are seamlessly connected through shared capabilities and platforms. It’s about constant interaction, real-time adjustments, and a willingness to pivot based on a meaningful insight. It’s not about waiting for the perfect brief; it’s about making every piece of data work as fuel for something innovative and engaging.

And if you’ve made it this far, here’s a little advice from someone who’s been in the trenches: don’t overthink it. Data and creativity are like any good relationship. They don’t need to compete; they need to complement each other, respect one another and ultimately come together to create beautiful, meaningful ideas.

By Tarek Miknas, CEO, FP7 McCann – Middle East, North Africa and Turkey

Aquick Google search estimates that brands have spent close to $235bn on social media advertising globally – a 140 per cent increase in just five years. This figure is forecast to grow by nearly 50 per cent by the end of the decade. Yet, this number does not surprise me. Every time I reach for my phone, I am bombarded by content attempting to sell me a product or a brand.

In this overwhelming flood of digital advertising, only a handful of campaigns truly stand out. Most content blends into the background, quickly forgotten or swiped past within seconds. What makes certain campaigns capture attention, build emotional connections and create

BREAKING THE DIGITAL NOISE WITH DATADRIVEN STORYTELLING

Estée Lauder Companies’

Mouana Sabeh delves into the power of data in Middle Eastern storytelling.

lasting brand affinity? What separates a campaign that resonates from one that is merely present? The answer lies in the strategic intersection of creativity and data.

THE ROLE OF DATA AND INSIGHTS IN THE AI ERA

We are living through one of the most transformative technological shifts since the birth of the internet. The rise of artificial intelligence has revolutionised content creation, removing technical barriers that once required years of expertise. Today, with just a few prompts, anyone – regardless of formal training – can generate high-quality visuals,

compelling copy and even entire marketing campaigns.

Yet, for all its power, AI alone lacks something fundamental: deep consumer insight. While it can churn out aesthetically pleasing assets with impressive efficiency, these outputs often lack emotional depth and genuine relevance. Creativity, at its core, is not just about producing visually striking content; it is about crafting work that is meaningful, engaging and aligned with consumer sentiment. AI may generate content, but without data-driven insights, that content remains directionless, generic and, at times, culturally tone-deaf.

Another challenge with AI-generated content is its reliance on existing online material. It draws from a vast database of information, but that information is a mix of fact and misinformation, authenticity and stereotype, globalised viewpoints and oversimplifications. This means relying solely on AI risks producing content that is disconnected from real consumers. Personalisation, particularly in culturally diverse markets, cannot be achieved through AI alone. It requires a deep understanding of the audience – one that only data can provide.

THE POWER OF DATA IN MIDDLE EASTERN STORYTELLING

Nowhere is this interplay between creativity and data more crucial than in the Middle East, where cultural nuances shape consumer behaviour in profound ways. The region is often mistakenly viewed as a single, uniform market, when in reality it is deeply complex. What resonates with a Saudi consumer may not necessarily appeal to someone in the UAE or Egypt. Each market has its own preferences, traditions and values, yet one thing unites them all – a desire for campaigns that feel personal and authentic.

This is particularly evident during key seasonal moments such as Ramadan, a time that holds immense commercial significance for brands in the region. Traditionally, Ramadan advertising focused on broad messages of togetherness and festivity, often accompanied by predictable imagery –golden lanterns, desert landscapes and generic expressions of celebration. However, consumer expectations have evolved and brands that succeed today are those that move beyond surface-level representation to craft narratives that reflect real experiences.

Ramadan as a commercial moment now extends across an eight-week consumer journey. The period leading up to the month is filled with anticipation, as consumers begin considering purchases. The first few weeks of Ramadan become a time of reflection and contemplation, when messaging aligned with values of gratitude, generosity and

spirituality resonates most. Towards the end of the month, sentiment shifts again, with purchasing increasing in preparation for Eid. Brands that recognise these shifts and adapt their messaging accordingly are the ones that win consumer trust and loyalty.

A broad approach might generate visibility, but it does not generate affinity. Consumers today are discerning; they gravitate towards brands that demonstrate an understanding of their world, their needs and their values. When executed correctly, data-driven storytelling strengthens consumer relationships and allows brands to differentiate themselves in an increasingly crowded digital landscape.

DATA IS THE KEY TO IMPACTFUL CREATIVITY

The reality of today’s digital landscape is that attention is fleeting and consumers are overwhelmed with options. Creativity without data is guesswork – an expensive gamble that risks being lost in the noise. But when creativity is informed by data, it becomes sharper, more purposeful and infinitely more powerful. It is the difference between an ad that is seen and an ad that is remembered; between a campaign that is glanced at and one that truly moves people. For brands and creatives looking to break through the digital clutter, the message is clear. The future belongs to those who embrace data-driven creativity – where insight fuels innovation and where the combination of art and intelligence creates work that does not just capture attention but captures hearts.

By Mouana Sabeh, Creative Manager, Estée Lauder Companies

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By Zeyad Salem, Executive Creative Director, Kijamii

DATA DOESN’T KILL CREATIVITY, HOW YOU READ IT DOES

Kijamii’s Zeyad Salem puts an emphasis on using data to create narratives that move people.

It doesn’t feel that long ago when insights were gathered over coffee-stained tables, scribbled notes, and the occasional focus group – a time when the loudest voice in the room often held the ‘truth’. Back then, data was scarce and instincts filled the gaps. It was raw but undeniably human. Decisions were made based on what we felt, observed and debated face-to-face.

Fast forward to today, and we’re drowning in data. Metrics, dashboards, analytics reports –endless streams of numbers claiming to know our audiences better than we do. It’s like standing in the middle of a data storm, with every figure shouting for attention. But here’s the catch: despite having more data than ever, the creative process hasn’t necessarily become easier. In fact, it can be paralysing – automated, clinical and stripped of emotion.

Data doesn’t kill creativity; the way we read it does. Because data alone is just that – data. Without context, without narrative, it’s the blind leading the blind – or, worse, the bright blinding the bright. We risk mistaking activity for insight and confusing noise for meaning. That’s where the difference lies: between data and a data story.

FIND THE STORIES IN THE DATA

“THE ROLE OF A CREATIVE LEADER ISN’T JUST TO CHASE NUMBERS, BUT ALSO TO CHASE THE MEANING BEHIND THEM.”

A data story isn’t just about numbers; it’s about what those numbers reveal when strung together with purpose. It’s the ‘why’ behind the ‘what’. A data story connects patterns to people, trends to emotions and metrics to meaning. It’s not the raw engagement rates or click-through percentages that inspire groundbreaking ideas – it’s the story those numbers tell about behaviour, emotion, and culture.

For a campaign we worked on recently for Gillette in Morroco, the data showed a surge in user-generated content during the 2022 World Cup, celebrating the Moroccan national team players’ performance with a focus on Yassine Bono. But instead of focusing on the metrics, we dug deeper and discovered part of the conversation has been about his beard – or the lack thereof – and that was our entry point into turning a functional product into a culturally resonant narrative, garnering unprecedented results.

However, not every data story is immediately clear. We once launched a campaign where early data suggested moderate engagement, falling short of expectations. The initial reaction? Tweak the

creative. But pausing to analyse, we uncovered that the audience was engaging in other ways – sharing content in private groups, sparking offline conversations, creating ripple effects that standard metrics missed. It was a success. The lesson? Data is always there, but what matters is how you read it.

USE DATA TO SHAPE COMMUNITY ENGAGEMENT

This approach isn’t just for big campaigns; it applies even more to social media posts. In 2019, on the day of HBO’s Game of Thrones’ final season launch, we posted a simple tweet for Netflix MENA: “I’d love to discuss the episode, but I’m embarrassed.” Fans instantly got the reference, flooding the post with reactions that turned a simple tweet into a cultural moment for Netflix on a day when HBO should’ve dominated. On the surface, it was just a clever post, but beneath it was an understanding of the emotional investment people had in the show.

That post wasn’t driven by data points alone; it was powered by the story behind the numbers –the collective anticipation, the shared excitement and the cultural zeitgeist of that moment.

Globally, brands have unlocked surprising insights by reading data differently. As one of the world’s biggest skincare brands, Olay took an unexpected approach. Instead of focusing solely on skincare data, they explored search and content consumption insights to understand their audience’s interests beyond beauty. Two trends stood out: horror movies and football. This intersection led to the creation of Killer Skin – a campaign that not only broke the mold for skincare advertising but also generated tens of millions of views.

What truly sets impactful campaigns apart is cultural relevance – work that resonates because it speaks the audience’s language, mirrors their experiences and acknowledges their values. Cultural relevance isn’t just a creative layer; for us, it’s the foundation. Data helps us identify what people care about, but it’s cultural insight that transforms that knowledge into work that works. Creativity isn’t about being data-driven; it’s about being data-inspired. The role of a creative leader isn’t just to chase numbers, but also to chase the meaning behind them; to sift through the overwhelming and find the overlooked; to turn raw data into rich narratives that move people.

Clients adore the idea of hiring the most creative agencies –only to end up approving the safest, most uninspiring work. They invite agencies to pitch bold, groundbreaking ideas and then, with remarkable ingenuity, find ways to kill them. It’s not that they don’t want creativity; it’s that they can’t get past their own psychological barriers. Yes, your clients are not OK. But before we get into that, let’s take a moment to enjoy some of the greatest hits of excuse-making.

“The idea is amazing, but we’re not quite ready for it.”

“The product isn’t 100 per cent there yet, and this idea is too big.”

“This will attract too much attention.” (Because that’s obviously the worst thing that could happen in advertising.)

“Personally, I love it, but I’m not sure the rest of the team will go for it.”

And my personal favourite: After a 15-minute monologue about how today’s generation is tech-savvy and highly intelligent, the idea gets rejected because “people won’t get it”. Boom.

Now, I’m not saying agencies and creatives are infallible. Bad ideas exist. But today, let’s put the blame where it belongs. Because after all these excuses, the final nail in the coffin is often, “We love it, but let’s save it for another time. For now, let’s play it safe.” And that’s where the real problem starts.

THE PSYCHOLOGICAL BARRIERS TO CREATIVITY

The issue with creative ideas is uncertainty. Business decisions are all about reducing uncertainty, ensuring a predictable path from A to B. But originality, by its very nature, is hard to evaluate – it hasn’t been done before, at least not in volume. It feels like a high-risk, high-reward investment. Except, it’s not. There’s plenty of evidence that creativity works. Yet, marketers still treat creative risk like a country investigating itself – doomed to be inconclusive. It’s tough to judge results for something that hasn’t been tried in your specific market. There’s also the comfort factor: having a creative agency on board gives the illusion of innovation, even if bold ideas rarely see the light of day.

THE CULTURE OF PLAYING IT SAFE

With more than 90 per cent of advertising being dull and ordinary,

YOU DON’T LOVE CREATIVITY, YOU LOVE THE IDEA OF IT

Interesting Times’ Ashraf Mansour on how ‘playing it safe’ is the real problem in creativity.

“IT STARTS WITH CLIENTS BEING WILLING TO OVERCOME THEIR OWN PSYCHOLOGICAL BARRIERS AND EMBRACE CREATIVITY.”

a culture of mediocrity has taken root. Work that barely catches attention – unless backed by massive media spend – is considered ‘safe’. Meanwhile, companies love to talk about ‘failing forward’ and ‘innovation’, yet cower in fear when faced with a genuinely creative idea.

Yes, there’s a financial risk in creativity. But isn’t investing in forgettable, ineffective work even scarier? Maybe that’s why most award-winning work is ghost ads –there’s nothing to lose, no real investment, no risk. This mindset – of saving creativity for pro bono projects while treating real campaigns as exercises in risk aversion –shortchanges clients and forces agencies to focus their best thinking elsewhere.

BREAKING THE CYCLE

This problem doesn’t start with agencies. It starts with clients being willing to overcome their own psychological barriers and embrace creativity. How do they do that? Well, I’m not a psychologist, but professional help might be in order.

Short of therapy, the pitching process could be a good place to start. Too many clients hold pitches simply because they can – without knowing what they actually want. If they had to pay for pitches, they’d probably think harder about what they’re looking for. And if they’re unsure? Some window-shopping – through credentials presentations – might help them figure out what kind of agency they really need. After all, if creativity is what you’re after, you need to be ready to let it in the door.

By Ashraf Mansour, Founding Partner and Chief Strategy Officer, Interesting Times

ITHE DEATH KNELL FOR SUBJECTIVITY

LPS Brands’ Gareth Mankoo talks about finding the balance between data and creativity.

t is utopian to imagine a world without feedback. But a world with little to no subjective feedback is a possibility –distant, but a possibility. As brands and advertisers normalise data-informed decisions in operational and executional output, the possibility of data being the eventual sieve in decisive creative decisionmaking is likelier than ever.

Different facets of advertising can now be positively affected by educated actions and feedback.

GUESSES, WHIMS AND INSTINCT TAKE THE BACK SEAT

Does the use of data in creative work mean the end of using our human faculties? No. Never. They become ancillaries to the development and approval process. Data can defy common sense sometimes, but so do our instincts. As Ogilyy & Mather Vice-Chairman Rory Sutherland famously said, “Evolved human instinct may be much better at statistics than modern economists.” But doesn’t that contradict the elevation of data as the beacon for decision-making?

Data informs; it doesn’t think for you. When the Dubai Chamber of Digital Economy wanted to attract potential Emirati coders to sign up for App Olympics, we used data to inform us. It led us to the yellow brick road of live game streams – where potential target audiences thrived and were actively communicating. Our instincts guided us to use storytelling as the hook and we achieved double our target of sign-ups.

Guesses and whims are bigger demons to exorcise. Creative egos and work that looks-good-does-nothing is the result of unmeasured impact before investing time and effort. Creative effort is wasted on underperforming assets. Pepsi’s 2017 Kendall Jenner ad wouldn’t be so tone-deaf. You can dodge data before a campaign, but not after it. So, have it on your side from the beginning.

CREATE FOR THE CONSUMER, NOT THE MARKETER

Personalisation

used to be. It is only achievable by understanding behaviour, predicting trends, measuring impact and mapping your budget with your desired impact. And who do we have to do all that? Data. 78 per cent of customers state that personalised content makes them more likely to repurchase a product. So, why not write a rap song for Salma from Saudi Arabia, because that’s what the data points at? So what if she is a 30-year old stay-at-homemum. That’s what Treva by GoodyCo did to good effect. Creativity then decided the ebbs and flows in lyrics and tone.

The deliberation after a campaign like this will be centred more around the efficacy of the creative assets and less about the mode of communication – once again, supported by data to justify what precisely led to the performance of the asset.

NURTURE INTERNAL AND EXTERNAL RELATIONSHIPS

Letting data take the wheel in decisionmaking changes the nature of relationships in the world of creativity, both within and outside businesses. Too often, advertising choices have been shaped by the personal preferences of those in charge. The CEO prefers blue? The ad will be blue. The creative director dislikes a particular slogan? It is discarded.

Putting creative output to the test through a logical filter – data – eliminates human bias. Businesses that operate with data as a backing build more credibility with their agency and brand partners.

Data is the breeding ground for insight, and from great insight comes creative ideas. A/B testing – where multiple versions of an ad run simultaneously to see which performs better – has eliminated the need for debate. Marketers no longer argue over which tagline ‘feels’ stronger or which image is ‘more compelling’. The audience decides.

One version might generate 20 per cent more clicks than the other. That is not a matter of opinion – it is a statistical fact. Advertisers no longer need to rely on the persuasive powers of their most confident team members. The bestperforming ad wins, period.

Data finds its purpose in the creative process before, during and after the work is done. It’s not a good-to-have any more.

“DATA INFORMS; IT DOESN’T THINK FOR YOU.”

With impact, finances and relationships on the line, it is essential for all marketers to acknowledge data as the compass for creative judgement. Albeit without discounting the human instinct and everything it brings to the table. Advertising has always been about persuasion, but today persuasion is no longer built on gut feeling alone. Data ensures that creative efforts are purposeful, measurable and effective. The era of creating for the sake of creativity is over. The best ideas are those that are tested, refined and proven to work. In the battle between intuition and information, the winner is clear: data-driven creativity wins every time.

By Gareth Mankoo, Creative Director, LPS Brands

The digital marketing world is in upheaval, much like a ship caught in a storm. With third-party cookies crumbling and privacy laws tightening, first-party data is now the star of the show. Businesses are racing to harness its power for deeper insights and personalised experiences. But this rush has created a ‘first-party data haze’ – a maze of collection, management and activation challenges. Enter data clean rooms, the beacons of light offering a secure, privacy-friendly way to navigate these treacherous waters.

First-party data remains the treasured gold. It’s the direct link to your customers, revealing their behaviours, preferences and needs. Collected with consent, it can supercharge marketing campaigns, boost revenue and build loyalty. But the voyage to leveraging this data can be complex and turbulent, resulting in a whopping 75 per cent of marketers still relying on third-party cookies for their marketing strategies.

THE HURDLES

1. Data overload: First-party data is scattered across customer relationship management (CRM) systems, marketing platforms, and e-commerce databases. Integrating this into a single, actionable view requires significant technical expertise and investment. Plus, data quality is crucial – inconsistent formats, incomplete records, and outdated information can lead to flawed insights and misguided marketing efforts. Think of it as trying to navigate with outdated maps and scattered coordinates.

2. Privacy maze: Ever-changing regulations such as the Personal Data Protection Law (PDPL) and National Data Management Office (NDMO) standards demand transparency and explicit consent for data use. This makes navigating the compliant collection and use of first-party data harder, especially when collaborating with partners.

3. Measurement effectiveness: Without access to third-party cookies, attributing conversions and understanding the customer journey across different touchpoints has become significantly more complex. This lack of clarity hinders the ability to optimise marketing spend and to demonstrate return on investment.

THE SOLUTION: DATA CLEAN ROOMS

Data clean rooms offer a secure and privacy-preserving space for multiple parties to analye data together without sharing the raw data. Think of it as a secure vault where different datasets can be brought together, analysed and matched, but the individual records remain protected. Data clean rooms operate on the principle of differential privacy, a sophisticated mathematical technique that adds noise to the data to make it impossible to identify individual records. This ensures that insights derived from the combined datasets do

not reveal personally identifiable information. They employ techniques such as data masking, aggregation, and noise addition to safeguard individual privacy while enabling valuable analysis. This enables businesses to leverage:  Enhanced first-party data: By combining their own first-party data with that of a partner, businesses can gain a more holistic view of their customers and identify new segments, enabling more targeted and engaging advertising campaigns. A recent PwC study found that businesses using data clean rooms experienced 10-15 per cent increase in customer engagement.  Effective measurement: Data clean rooms enable businesses to measure the impact of their marketing campaigns across different channels and platforms. By matching anonymised customer data with campaign exposure data, they can accurately attribute conversions and optimise their marketing spend.

Facilitated partnerships: Data clean rooms enable secure data sharing and collaboration with partners, such as publishers, retailers and other data providers. This allows businesses to expand their reach and access new audiences while adhering to privacy regulations.

WHY CLEAN ROOMS ARE THE LIGHTHOUSE IN A DATA HAZE

Merkle MENA’s Keyur Dhavle, shares his solution to the ‘first-party data haze’.

New revenue streams: By combining data from different sources, businesses can gain a deeper understanding of customer needs and preferences, unlocking revenue streams.

As digital marketing evolves, data clean rooms will get even smarter, integrating AI and other technologies. Businesses must invest in data quality and governance to ensure accuracy and compliance. With 63 per cent of CMOs eyeing clean rooms as a top investment, the future is bright. By responsibly harnessing first-party data, businesses can build stronger customer relationships, gain a competitive edge, and drive growth.

NAVIGATING THE DATA HAZE

1. Start small, scale fast: Begin with a pilot project to test the waters. Identify a specific use case, gather initial insights, and then scale up based on what works.

2. Invest in technology: Equip your team with the right tools for data integration, quality management, and privacy compliance. This will streamline processes and ensure you’re always a step ahead.

3. Foster a data-driven culture: Encourage collaboration across departments. Break down silos and promote data sharing to create a unified approach to customer insights.

4. Stay updated on regulations: Keep abreast of the latest privacy laws and ensure your practices are compliant. This will build trust with your customers and protect your business from legal pitfalls.

5. Leverage AI and machine learning: Use advanced analytics to determine propensity to purchase and trends in your data. This can provide a competitive edge and drive more effective marketing strategies.

At the risk of taking the seafaring analogy too far, your data strategy should begin by setting sail on a short voyage before embarking on a long expedition. You’ll need to upgrade your ship with the latest navigation equipment and ensure your crew works together seamlessly. Think of your tech stack as an investment in a seasoned navigator who can predict weather patterns and chart the best course. And don’t forget to get up to speed on your maritime law knowledge, crucial for safe sailing.  The shift towards activating first-party data is transforming digital marketing and by embracing a technology first approach, businesses can navigate the first-party data haze, build stronger customer relationships, and drive sustainable growth.

By Keyur Dhavle, Data and Analytics Strategy Director, Merkle MENA

AI AND DATA-DRIVEN CREATIVITY IN THE MIDDLE EAST

RAPP MENA’s Curtis Schmidt writes on leveraging data to create specifically for audiences in the region.

Brands in the Middle East face a unique digital marketing challenge: capturing the attention of a diverse, tech-savvy audience with ever-shifting preferences. With social media at the heart of consumer engagement, marketing success hinges on one critical factor: relevance. Today, AI-driven data analytics and hyper-personalisation redefine how brands craft compelling, culturally attuned campaigns that stop the scroll and drive deeper engagement.

PROACTIVE THROUGH DATA

Machine learning is no longer just a tool for data scientists; it’s a game-changer for digital media marketers. AI-powered analytics can predict emerging trends by analysing engagement patterns, metatagged content performance, and sentiment shifts across platforms.

This allows brands to be proactive rather than reactive, shaping narratives before they peak – shifting from trend forecasting to precise prediction with increasing accuracy. Think about how that would impact relevancy … pause ... smile.

For instance, during Ramadan, one of the most anticipated events for marketers this month, AI can identify rising discussions around gifting, hospitality, or fashion, enabling brands to tailor their campaigns accordingly – maybe even embedding e-commerce elements / CTSs to shorten the conversion cycle. By leveraging these insights, brands can create more timely and culturally relevant social media and customer relationship management (CRM) campaigns that resonate deeply with Middle Eastern audiences.

ENHANCING THE HUMAN TOUCH WITH AI

Traditionally, creativity was seen as a purely human endeavour. However, generative AI (Gen AI) now complements human creativity, offering brands an

innovative edge. AI can generate multiple creative variations of an ad, optimising copy, imagery and colours based on data-driven insights that are easier to understand and ultimately action. This ensures that every campaign is tested and fine-tuned for maximum impact, significantly enhancing efficiency over time.

Moreover, AI-driven segmentation allows for hyper-personalisation at scale. By analysing customer behaviour, purchase history and engagement levels, brands can deliver personalised messaging tailored to specific audience segments – whether it’s young professionals in Ras Al Khaimah or Gen Z shoppers in Jeddah.

DATA TO CAPTURE ATTENTION

“AI-DRIVEN SCHEDULING TOOLS CAN RECOMMEND IDEAL POSTING CADENCE.”

The Middle Eastern market is highly visual and emotionally driven. To capture attention in a saturated digital landscape, brands must leverage data to inform creative choices and variations.

Predictive analytics can determine which design elements – be it bold typography, culturally relevant imagery, or specific colour palettes – are most likely to drive engagement.

Additionally, real-time audience sentiment analysis enables marketers to gauge consumer reactions to content as it unfolds. By identifying which posts or electronic direct mails (EDMs) spark enthusiasm and which fall flat, brands can make on-the-fly adjustments, ensuring their social media or CRM strategy remains agile and impactful. Knowing when and how to post and when to press the ‘send’ button for an EDM can be as crucial as the content itself. Data analytics can reveal the best times and formats, factoring in regional behavioural patterns. AI-driven scheduling tools such as Sprinklr, Hootsuite or Emplifi, can also analyse past performance to recommend the ideal posting and emailing cadence, ensuring brands don’t just reach their audience but do so at the moments they are most receptive. When it comes to AI-driven CRM, marketing is set to redefine customer interactions.

By integrating machine learning with customer data, brands can anticipate needs, deliver hyper-personalised content and create seamless omnichannel experiences. Whether through chatbots or AI agents by Salesforce that understand local dialects or automated campaigns that adapt to user behaviour in real time, the future of marketing in the region is deeply rooted in intelligent, data-driven creativity. In an age when attention is the ultimate currency, brands that harness the power of AI and data analytics will not only stop the scroll but also build lasting relationships with their audiences. The fusion of creativity and data isn’t just the future of marketing –it’s the present, and it’s transforming the Middle Eastern digital landscape as we know it at breakneck speed.

By Curtis Schmidt, CEO of RAPP MENA

FSAUDI FOCUS

Cracking the Saudi consumer code

Assembly’s Mohammad Hajsaleh takes a look at what global brands are getting wrong and how Vision 2030 is changing the game.

or years, global brands have entered Saudi Arabia with a simple playbook: translate the tagline, swap in local imagery, and assume what works elsewhere will work here. But as Saudi Arabia undergoes a seismic transformation under Vision 2030, this outdated approach is no longer enough. The Saudi consumer is evolving fast and brands that fail to adapt risk being left behind.

MYTH #1: SAUDI CONSUMERS ARE ONE HOMOGENEOUS GROUP

One of the biggest misconceptions is treating Saudi Arabia as a single, huge market. The reality? The kingdom is a complex mix of regions, dialects and generational attitudes. What resonates in Riyadh may not land the same way in Jeddah or Dammam.

Adding to this complexity is the growing expat population. As Saudi Arabia continues to open up, its workforce is diversifying, and with it, consumer expectations are shifting. The traditional Saudi audience remains vital, but brands must also recognise the needs of a rising expat community that influences market trends.

Younger Saudis – many of whom have studied abroad or grown up consuming global media – are also redefining expectations, demanding more than just surface-level localisation. Successful brands don’t just translate; they transcreate, ensuring their messaging aligns with local humour, traditions, and values while still feeling fresh and modern.

MYTH #2: SPORTS & ENTERTAINMENT ARE JUST SIDE STRATEGIES

With Saudi Arabia investing heavily in sports and entertainment as part of Vision 2030, these industries are no longer just add-ons for marketers – they’re central to consumer engagement.

The Saudi Pro League’s rise, backed by high-profile player signings, has turned football from a passion into an economic powerhouse. Fans aren’t just spectators; they are highly engaged digital communities,

shaping conversations and influencing brand perceptions.

And it’s not just local leagues – Saudi Arabia is set to host the FIFA World Cup in 2034, further cementing sports as a key pillar of its national transformation. This is a massive opportunity for brands, but only if they go beyond traditional sponsorships. Consumers expect brands to contribute meaningfully to the experience, whether through fan-driven content, localised storytelling or immersive digital activations.

MYTH #3: LOCAL ADAPTATION IS OPTIONAL

Brands that assume Saudi audiences will embrace global campaigns without adaptation are in for a wake-up call. The kingdom is experiencing a surge in national pride, with a renewed emphasis on Saudifirst narratives in everything from fashion to food to media.

MYTH #4: DIGITAL IS JUST AN EXTENSION OF TRADITIONAL MARKETING

Many brands entering Saudi Arabia still treat digital platforms as secondary to traditional advertising. In reality, Saudi consumers are among the most digitally engaged in the world – and they expect brands to meet them where they are.

Saudi Arabia has one of the highest social media penetration rates globally, with platforms like Snapchat, TikTok, and X (Twitter) dominating daily life.

E-commerce is booming, fuelled by a digitally savvy population that expects seamless, mobile-first shopping experiences. Live shopping, social commerce, and interactive content are gaining traction, making it essential for brands to think beyond static digital ads.

The days of simply repurposing TV commercials for social media are over. To succeed in Saudi, brands must adopt a digital-first mindset, leveraging influencers, immersive storytelling, and real-time engagement strategies.

HOW BRANDS CAN WIN IN SAUDI ARABIA

So, what’s the key to breaking through?

1. Invest in deep cultural understanding – Move beyond demographics and understand the ‘why’ behind consumer behaviour.

2. Go beyond translation – Language matters, but cultural context matters more.

3. Leverage sports and entertainment – They are now mainstream platforms for engagement, not side activations.

4. Embrace national pride – Work with Saudi talent, creators, and communities to craft authentic narratives.

Take the film industry as an example. Just a few years ago, cinemas were non-existent in Saudi. Today, locally produced films are competing with Hollywood blockbusters, reflecting a hunger for homegrown content. The same trend is playing out in advertising – consumers gravitate toward campaigns that feel authentically Saudi, not repurposed global ads with minor tweaks.

5. Think digital-first – Meet Saudi consumers on the platforms they engage with daily, and leverage interactive, mobile-first experiences.

Saudi Arabia’s marketing landscape is changing at a record pace, and brands that evolve with it – rather than assume old strategies still work – will be the ones that thrive.

By Mohammad Hajsaleh, Senior Business Director – KSA, Assembly

The industry is undergoing a profound transformation, moving beyond generative AI to the more advanced realm of Agentic AI. This leap introduces systems that not only create content but also autonomously make decisions and execute tasks, redefining how campaigns are conceptualised, managed, and optimised.

Yet, as we embrace automation, it’s vital to maintain a balanced perspective. The most impactful outcomes stem from a synergy between AI’s efficiency and human creativity, ethics, and strategic oversight. This collaboration ensures innovation and responsibility as the industry explores new horizons.

Generative AI has already revolutionised advertising by enabling the rapid creation of high-quality text, images and videos. Tools such as ChatGPT, Dall-E and MidJourney empower creative teams to explore diverse content directions with minimal effort. However, while generative AI excels at producing content, it still relies heavily on human input for defining prompts, strategic decisions and measuring campaign effectiveness.

Agentic AI represents the next step in this evolution. Beyond generating content, it introduces a new level of autonomy, enabling systems to make decisions, optimise strategies and act without constant human

As

supervision. Imagine an AI that can: Adjust bids, reallocate budgets and optimise ad placements in real time. Dynamically tailor ads to audience segments based on behavioural insights. Monitor performance data and autonomously refine creative elements and channels.

This shift allows AI not just to assist but to act, reducing manual workloads and increasing campaign effectiveness. However, human insight remains crucial for creativity, ethics and long-term strategy.

Even as the industry transitions to Agentic AI, there are critical areas where human expertise remains irreplaceable:

While AI excels in efficiency and storytelling, the essence of advertising requires emotional intelligence, cultural sensitivity and creativity that only humans can provide. AI generates content; humans create meaning.

Without human intervention, AI can inadvertently reinforce biases present in its training data, leading to unfair targeting or exclusion of certain audience groups. Human oversight ensures:

Detection and mitigation of biases

Diverse representation in creative content Accountability in decision-making

The AI-volution

AI and advertising landscape continues to evolve, Bold Group’s Saud Saadoun looks at if the industry is automating creativity or empowering it.

AI focuses on historical data and short-term metrics, but true strategic thinking involves a broader perspective, long-term brand vision, consumer psychology and cultural shifts, domains where human leadership is essential.

The future of advertising isn’t about AI replacing humans; it’s about AI empowering them.

To fully leverage the potential of Agentic AI, a balanced approach is crucial, one where AI-driven efficiency complements humandriven creativity and strategy.

AI handles repetitive tasks such as data analysis and performance tracking.

Human teams focus on creative storytelling and emotional resonance.

AI processes vast datasets to uncover audience patterns.

Humans interpret these insights to inform big-picture decisions and brand positioning. AI accelerates content generation and optimisation.

Human creatives ensure the content aligns with brand voice and cultural relevance.

The shift from generative AI to Agentic AI heralds a powerful evolution in advertising, one filled with potential but also responsibility. Success lies not in choosing between automation and human creativity but in harmonising the two.

Even as the industry transitions to agentic AI, there are critical areas where human expertise remains irreplaceable, particularly in a market as diverse and rapidly changing as Saudi Arabia. While AI can streamline content creation, storytelling remains deeply human. The most effective campaigns don’t just capture attention – they connect emotionally.

In Saudi Arabia, where cultural depth and heritage are integral to branding, AI can support, but human creativity will always lead. Agencies are integrating AI tools to enhance creative output while ensuring that narratives reflect the essence of local identity – blending tradition with modernity. Without human oversight, AI systems can reinforce biases present in their training data, leading to unintentional exclusion or misrepresentation. For brands operating in Saudi Arabia, where diversity and authenticity are crucial, human intervention ensures biases are detected and mitigated, content is inclusive and representative, and decisions are accountable and culturally respectful.

AI can optimise campaigns for short-term performance metrics, but true brandbuilding requires long-term strategic thinking. Saudi Arabia’s advertising industry is evolving beyond traditional campaigns, focusing on data-driven storytelling and experience-led branding.

The future of Saudi advertising isn’t about replacing human creativity with AI – it’s about empowering teams through technology. By prioritising ethics, strategic vision and creative depth, we can ensure that Agentic AI doesn’t just transform advertising but elevates it making campaigns smarter, more effective and culturally resonant.

The future of advertising isn’t merely automated; it’s empowered.

By Saud Saadoun, General Manager of Bold Creatives, part of The Bold Group

STORIES AND PORTRAITS FROM THE PEOPLE WHO SHAPED THE INDUSTRY

CREATIVE AGENCIES

180 MENA

Founded: 2021

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

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

A&A

Founded: 2016

Headquartered: Lebanon

Head of company: Joe Ayache joe@aapn.me

We are a one stop shop communication agency. We provide a holistic approach targeting all touchpoints. We do the needed not the expected. We create brands, nurture them, propagate them, advocate them so that consumers adopt them. We build trust, we foster respect, we enhance reputation. We are the merchants of ideas.

SERVICES: Finding purpose, media and influencers relations, crisis management, communication consultancy, events creation, social media

KEY CLIENTS: Pepsico, CMA-CGM, ABC Malls and Department stores, TotalEnergies, LAU Medical Center-Rizk Hospital

The1Collective

hello@the1collective.com

The beauty of a collection lies in its carefully handpicked elements. At the1collective, we embody this philosophy, curating a global network of exceptional creative talent to elevate your brand with passion and artistry. We are your brand builders, connecting you with the finest minds across the globe.

A2Z Media Group

Founded: 2015 Headquarters: Doha, Qatar Head of company: Elie Charbel info@a2z.media

A2Z Media has become a reputable creative media agency known for delivering high-quality and tailored marketing solutions across multiple industries. We have transformed from a traditional marketing approach to a comprehensive firm incorporating data analysis, insights and digital optimisation.

KEY CLIENTS: Zeekr , Sanita , GIB Bank, PSG Academy, Taiba Investments

CLIENTS: Strategic consultancy, creative and brand development, digital marketing and advertising, content production, technology and innovation

Accelerate Online

Founded: 2011

Regional Offices: Beirut, Dubai, Riyadh, Jeddah

Head of company: Patrick Lahoud

Chief creative: Raya Hilany pl@acceleratemeonline.com

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

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

Acorn Strategy

Founded: 2010

Headquartered: Abu Dhabi, UAE

Head of company: Kate Mid un hello@acornstrategy.com

Acorn Strategy is an award-winning marketing and communications agency, specialising in smarter, integrated strategies that deliver measurable results. With a global reach and offices in Abu Dhabi, Dubai, KSA, Jakarta, Melbourne, and London, Acorn Strategy supports clients across diverse industries by blending insights, creativity and precision.

SERVICES: Strategy-led integrated thinking, PR and strategic communications, digital marketing, brand and design, marketing operations and advisory

KEY CLIENTS: Department of Energy, Ruya Bank, Emirates Water & Electricity Company, Abu Dhabi Global Market, Safeen Subsea

Founded: 1997

Offices: Dubai, Beirut, Cairo, Jeddah, Riyadh

Chairman: Roger Sahyoun

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

The Adroit Agency

Founded: 2019 Offices: Dubai Design District info@theadroitagency.com

A boutique award-winning creative agency specialized in assisting hospitality, travel, tourism, and destination brands. Our expertise goes beyond consultancy; we are maestros orchestrating ‘Bespoke Brand Experiences’ that transcend expectations, encapsulating the pulse of industry trends, the desires of your discerning target audience, and the very heartbeat of your business.

SERVICES: Strategy development, branding, advertising, design, digital, social media, new media and production.

Aeonmetiz

Founded: 2023

Head of company: Muneer Majeed Headquartered: Sharjah, UAE connect@aeon-metiz.com

Stuck on branded content? We get it, we really do.

At Aeonmitz, we ask the tough questions, digging deep to uncover what truly works for your brand. Photos, Videos, the wri en word. We do it all. But before we do, we will ask – why are you doing it?

SERVICES: Commercial & editorial photography, narrative based video production, brand design & development, and content development & strategy.

KEY CLIENTS: Wotek, Thunder Road Barracuda, Beauty Spot, Piuma Restaurant, and Ugreen.

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

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

KEY CLIENTS: Bank Of Sharjah, Galderma, GMG Group, HASBRO, Nokia, P & G, Perfe i Van Melle, Tabasco, Unisynk, Philips, Langnese Honey, Marina Mall, Nokia, Novartis, Food Retail – Promarche, Modon, NFPC, Cenomi Centers, Houri Hearing, BBAC, Societe Michel Sioufi Et Cie, Trolley, Solen, Al Jazeera Vehicle Agency, Baeshan, Halwani Bros, Vicks, Neurobion, Seven Seas, and Always.

LEADERSHIP PANEL

Joy Sahyoun Regional General Manager

Dany Azzi Regional Executive Creative Director

Rita Aoun Regional Finance Director

Roger Sahyoun Chairman

AKQA

Founded: 2010 Regional offices: UAE, KSA, Egypt

Managing Director MENA: Nic Camacho

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

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

ALM Media

Founded: 2020 Head of company: Joe Almano Headquarters: Dubai, United Arab Emirates

A modern production agency serving businesses in retail, hospitality, tech, sports and events industries. through strategy, video production, and casting. creating premium advertisements, brand stories, and event highlights. trusted by Pwc, Colnago, Tha, Sony and Accor, we craft impactful content that drives visibility, credibility, retention, positioning, engagement and business growth.

SERVICES: Strategy, video production, photography, and casting.

KEY CLIENTS: PricewaterhouseCoopers, The First Group, UAE Team ADQ, AccorHotels, Risen Cafe, Wyndham Hotels, WellSpring Private School, American University of Ras Al Khaimah, and THA Events.

AMC DMCC

Founded: 2014

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

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

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

Founded: 1988

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

Beyond brands, we build movements. AMC DMCC blends deep market intelligence with breakthrough creativity to deliver campaigns that don›t just reach audiences, they resonate. From immersive experiences to Web3 activations, we›ve spent 36 years mastering the art of turning brand messages into unforge able movements that drive real results.

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

KEY CLIENTS: Arabian Center – Al Fu aim, Fatima Bint Mubarak Ladies Sports Academy, Suzuki, Citroen, OMODA & JAECOO

Aló

Axis Integrated

Founded: 1998

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

Axis Integrated, a full-service advertising agency based in Dubai, operates in the Middle East and Africa region with access to all global markets. We have a proven track record of successful campaigns conceptualised and delivered for our reputed blue-chip clientele.

SERVICES: ATL and BTL creative services; media planning and buying; social media and digital marketing; events and activation; production – films, printing and fabrication

Blue Apple Advertising

Founded: 2010

Headquartered: Dubai Head of company: Vishhal JN Anand hello@blueappleco.com

Blueapple is an integrated creative digital agency built on a team of specialist professionals with regional and global experience.

SERVICES: Brand strategy, logo design & corporate identity, creative development (ATL, Digital, BTL), social media, PR, web development

KEY CLIENTS: Dubai Islamic Bank, Apparel Group, UAE Banking Federation, Lootah Group, R&B Fashions, DIFC Living, Damac Properties, Mahawa Water, Omniyat.

B2C Ideas Agency

Founded: 2017

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

With more than 25 years of experience in the Middle East, Subcontinent and Far East markets, we can create the most cost-effective solution for your brand to stand out in the marketplace. We also provide in-house design services for clients that need to protect the privacy of their content.

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

Bond Creative

Founded: 2009

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

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

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

Ever heard of the one-inch punch?

It’s a martial arts thing. But it’s also how we do what we do. Powerful, inventive and precise. We’re light, bright and big agencies’ kryptonite. We don’t rely on our numbers to show off, we are only focused on increasing yours. That’s why, when you’re faced with a Goliath task, we get all David. So, if you're looking for your brand to punch way above its weight, join Blink, the agency that’s ready to fight for you.

Founded: 2007

Headquartered: Dubai

Head of company: Karim Salman Number of staff: 23 info@weareblink.me +971 4 447 5770 blinktheagency.com

SERVICES: 360˚ Integrated Solutions, Branding & Packaging Design, E-commerce, Campaign Toolkit, Brand Activation, Shopper Marketing, Digital and Social, Strategy, Display and Retail Design.

KEY CLIENTS: Jenan, Nestle, Nescafe, Noor, Nivea, Always, London Dairy, KitKat, Gillette, Nido, Barilla, IFFCO, Eucerin, Al Batal, Al Jouf and Cerelac.

LEADERSHIP PANEL

Salman Founder & Managing Partner Partner & Chief Creative Officer

Fouad Abdel Malak

Karim

Founded: 2009 (Previously Isobar MENA)

Head of agency: Ziad Ghorayeb, CEO –Dentsu Creative MENA

Number of staff: 78 dentsucreative.com +971 4 447 4996 mena.growth@dentsu.com

Jon Holloway Regional Managing Director, MENA

ZIAD GHORAYEB

CEO

WHAT FACTORS ARE KEY TO DISTINCTIVENESS AND DIFFERENTIATION IN A COMPETITIVE MARKET?

It’s always been about the craft, but here’s the uncomfortable truth: too many agencies have watered it down. They chase trends, lean on AI prompts, and call it creativity. True craft, the kind that stops you and moves you, requires mastery, taste and obsession. And that comes from culture: the culture we nurture within the agency and the cultures we honour outside of it.

And here’s what really sets agencies apart: Creativity that doesn’t just win awards, but creativity that moves business. True differentiation happens when creativity solves business problems, not just marketing briefs. That also requires integration, connecting creative, CXM, and media into one solution that is built around outcomes.

Our formula for success? Craft that makes you feel. Culture that keeps you real. Creativity that delivers results.

IS THE COMING TOGETHER OF LOCAL CULTURE, CRAFT, AND COMMERCE CRITICAL TO CREATIVITY IN 2025?

The fusion of local culture, craft, and commerce is non-negotiable. Brands that overlook this combination are destined to become background noise. Consumers demand authenticity, and that only springs from a deep respect for local nuances. It’s about crafting messages that resonate on a personal level. Club this with a

Dentsu Creative is a global creative agency network designed to unlock exponential growth for clients. We use transformative creativity as a differentiating, driving force to bring our capabilities together to positively impact people, business and society. Established in 2022, Dentsu Creative is integrated with dentsu’s media and CXM businesses in over 145 countries and regions, to offer integrated growth solutions.

SERVICES: Brand positioning and identity, integrated campaigns, experiential/ brand experiences, brand and business strategy, experience strategy and innovation, content and social strategy and delivery, performance creative, integrated production, and influencer marketing.

KEY CLIENTS: American Express, Saudi Vision 2030, PIF, Ceer Motors, Qiddiya City, Papa John’s, Barakat, KFC, Abercombie & Fitch

LEADERSHIP PANEL

INDUSTRY SNAPSHOT

sharp commercial strategy, you will then create movements that drive both brand affinity and business growth.

WHAT ARE THE MOST SIGNIFICANT CHANGES THE CREATIVE INDUSTRY HAS WITNESSED DURING THE PAST 12 MONTHS?

The past year has been a wake-up call for the creative industry. We’ve seen a shift from chasing trends to chasing impact. Clients are no longer impressed by campaigns that win awards but fail to drive business outcomes; they want creativity that delivers results.

AI has gone from an experiment to an expectation, but the real winners are those who use it to elevate, not replace, human creativity. Data-driven insights are shaping storytelling, but the best ideas still come from human intuition.

We’re also witnessing a collapse of silos. Brands now demand integrated solutions: Creativity, CXM, and media must work as one, driving

outcomes together rather than in isolation. Finally, cultural relevance has become nonnegotiable. Consumers reward brands that show up authentically in their world, rooted in local insights but connected to global conversations. Less fluff, more impact. Less noise, more meaning. The future belongs to creativity with purpose.

WHAT EMERGING CREATIVE TRENDS ARE AT THE TOP OF YOUR CLIENTS’ WISH LISTS IN 2025?

Clients are seeking creative solutions that cut through complexity and drive real impact. Here’s what’s topping their wish lists:

1. AI-driven creativity with human soul: Clients expect AI-powered personalisation that retains human emotion, blending speed, scale and soul to create relevance that resonates.

2. Shoppable ecosystems and seamless commerce: The line between content and commerce is gone. Clients want immersive, frictionless experiences where inspiration and transaction meet instantly.

3. Hyper-personalisation beyond segments: It’s no longer about personas, it’s about people. Brands are leveraging behavioural data to create individualised experiences driven by empathy, not just algorithms.

4. Bold cultural engagement: Clients want campaigns with cultural courage; creativity that contributes to meaningful conversations and drives brand affinity.

5. Integrated growth solutions: Creativity, CXM and media must now work together, solving business problems through a unified, outcomedriven approach.

Creativity in 2025 isn’t just about what you say, it’s about what you solve.

Bianca Geater Design Director Serge Selwan Business Director, Growth

Joe Russell Strategy Director

Pia Haddad Creative Director

Elizabeth Stead Operations Director

Bridge of Minds

Founded: 2016

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

An integrated marketing and communications agency, harmonious with all the major industries in the Lebanese and MENA markets, Bridge of Minds is shaped by a determined team from various backgrounds supporting each other to make impossible things happen.

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

BTG

Founded: 2014 Partner: Farha Anwar info@brushtip-me.com

A creative agency with disruption running through its veins. Innovation, technology and human insights combine to bring clients cutting-edge social media, research and strategy, events and so much more.

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

Broomstick Creative

Founded: 2012

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

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

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

Caviar Creative

Founded: 1998 Headquartered: Kuwait caviarcreative.com

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

The Cheek

Founded: 2017

Headquartered: Barsha Heights, Dubai

Founder: Shoba Menon

Business head: Pulkit Vasisht hello@thecheek.ae

We’re more than just an agency, we’re a creative collective built to challenge the ordinary. We are a powerhouse with the best minds from different fields, handpicked to ensure your message reaches the right audience at the right moment and on the right screen.

KEY CLIENTS: MHAO Mobility, MAN truck and bus, Centrepoint, UAE Water Foundation, DP World, Panasonic and ABM.

Cheil MEA

Founded: 1973 (globally); 2006 in the region Head of company: Lyusok Jung hello@cheil.com

Cheil MEA is a leading 360-degree advertising agency with its regional headquarters in Dubai and ten additional offices strategically positioned across the region. Renowned for its expertise, Cheil forges robust connections across advertising, retail, digital, activations, and events, seamlessly integrating offline and online touchpoints.

SERVICES: Integrated campaigns, brand experience, digital platforms, social media, e-commerce, media, CRM, and influencer management

KEY CLIENTS: Samsung, Volkswagen, Ahmed Seddiqi & Sons, and Energizer Holdings.

Founded: 1991

Headquartered: Dubai, UAE

Head of company: Mark Sell Number of staff: 31 facetofaceuae.com +971 4 399 0505 info@facetofaceuae.com

Cheesecake

Founded: 2019 (UAE), 2010 (UK) Head of company: Philip Wride phil@cheesecakedigital.com

Cheesecake Digital is a specialist gaming agency with more than 20 years of experience. We help brands authentically enter the esports and gaming market. We take pride in taking the time to understand our clients while educating them about gaming and working with them to create “wow” moments that are relevant to the audience.

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

Comma

Founded: 2018 Head of company: Rawan Al Sharif mariam@letscomma.com

We have intensive experience in the field of copywriting that we have gathered from years of working on different types of projects. We believe in the power of words, which is why we aspire to practise and enhance what we do by collaborating with similar agencies around the world.

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

We are a creative agency powered by problem solvers.

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

It is this approach that resulted in 2024 being yet another exceptional year for the agency. We picked up significant new business gains with PepsiCo, Modon, Dubai Economy & Tourism, Dubai Racing Club and a number of additional governmental wins. We expanded our international influence by reinforcing our position as the global agency for both Parker and Waterman pens.

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

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

KEY CLIENTS: Every single one.

LEADERSHIP PANEL

Mark Sell CEO & Partner

Christopher Bell Chairman & Partner

Commonwealth McCann

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

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

Create Media Group

Founded: 2010

Offices: Dubai, London Head of company: Tom O on Creative director: Vincent Drevet createmedia-group.com

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

Crater Global

Founded: 2022 (Dubai) Head of Company: Simon Morehead Camille@crater.global

CRATER is a Global Creative Production Company specialising in innovative and culturally relevant visuals. Founded in 2017 in Australia, the company has grown to have presence in Dubai, Riyadh, London, Sydney and Stockholm.

SERVICES: Creative, Production, DOOH, Photography, AI

KEY CLIENTS: Estee Lauder, Ge y Images, Unsplash, Make Up For Ever, Nothing

TheCreative9

Founded: 2014 Head of Company: Rola Ghotmeh Headquartered: Dubai and Beirut info@thecreative9.com

The Creative 9 is an integrated advertising agency in MENA, serving global clients. We stand out by focusing on crafting thoughtful brand solutions tailored to real business challenges. Combining creativity with strategy, we’re driven by curiosity, agility, and a passion for delivering work that makes a meaningful impact.

SERVICES: Branding, advertising, digital and social media (full integration) for new business.

KEY CLIENTS: The American University in Dubai - Bacardi Group - EAM

Founded: 1968

HQ: Dubai

Ownership: 51% IPG, 49% MCN fp7mccann.com +971 4 445 4577

Part of McCann Worldgroup and the flagship agency of MCN, FP7McCann is the number one creatively driven integrated marketing company in the MENAT region providing fully integrated marketing solutions. FP7McCann has been certified a Great Place to Work for the last three years running.

SERVICES: Brand strategy, campaign creation and activation, content creation and production, social strategy, content planning, design/UX, digital strategy, influencer and talent management, dashboard and reporting automation, community engagement, paid social, DCO development, and AI-based content scaling.

AWARDS: Cannes Lions – most awarded agency in MENA 2024, 2023; D&AD - #1 agency in MENA 2024; New York Festival Awards - #1 agency in MENA 2024; Ad Age –agency A-list 2024; Global Effie Awards – network of the year 2024; Warc Effectiveness Awards - #1 agency 2024, #1 network 2024; Andy Awards - #1 network, #2 agency in MENA 2024; Golden Drums - #1 agency in MENAT 2024.

KEY CLIENTS: NEOM, McDonald’s, Mastercard, Arla, L’Oreal, Ferrero, Dubai Duty Free, Parkin, Egypt Tourism, General Motors, Heinz, Budget Rent-A-Car, Recki Benckiser, E& Egypt, Al Fanar, Nestlé, Gille e, Qatar Foundation, Shark Ninja, Be y Crocker, Ooredoo, Unilever, QIB, Mountain View, IFFCO, Sobha, PepsiCo, and Masdar.

LEADERSHIP PANEL

Samantha Stuart-Palmer CGO

Emad Saeed CFO

Ibrahim Hasan Head of McCann Content Studios – MENA

Federico Fanti CCO

Tarek Miknas CEO

Dice Marketing & Advertising

Founded: 2013

Head of company: Sari Kazma

Headquartered: Saudi Arabia, Riyadh talktous@dicema.com

Dice is a strategic creative agency that crafts impactful events, activations, and social media experiences. Merging creativity with AI, Dice transforms brands through innovative storytelling, immersive brand activations, and futurefocused campaigns.

SERVICES: Event planning & brand activations, social media & digital marketing, creative campaign development, video production & photography, AI-powered strategic brand solutions

KEY CLIENTS: HungerStation, HPE, HPI, Marafiq, SAP, Jeddah Central, Accenture

Do Epic Sh*t

Founded: 2018

Head of company: Ramzi Moutran ramzi@doepic.agency

A virtual, boutique content-creation and production agency with sustainability at its heart, we create ideas with genuine impact through human storytelling, for brands that understand they need to transition to drive growth. Being boutique means we are experienced enough to create epic ideas on a global scale but small enough to ensure you receive the quality time and a ention from the world’s top creatives.

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

EGG

Founded: January 1, 2000; MEA office since 2016

CEO: Angelique Eriksen, Country director: Naoile El Azzouzi

Commercial director: Tom Nauw

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

Founded in early 2000 by Angélique Eriksen, EGG is a 100 per cent independent experiential agency.

Headquartered in Paris, France, EGG has a broad international presence, with operational offices in Geneva, New York, Atlanta, Dubai, Madrid, Riyadh, Florence and Brussels. EGG comprises 160 full-time, multilingual and multinational employees.

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

Entourage

Founded: 2009

Headquartered: Dubai CEO: Mohammed Tayem info@entourageintll.com

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

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

Founded: 2005

Head of company: Fabio Silveira, Managing Director, Havas Creative UAE me-havas.com +971 4 455 6700 info@havasme.com

We are Havas Middle East’s flagship creative agency, driven by a shared purpose: to create a meaningful difference for the brands, businesses and people we work with. We believe in creativity that is inspired in cultural insight, to build relevance and connection to drive earned media. Our integrated approach, guided by integrated strategic thinking, delivers ideas that go beyond channels.

SERVICES: Brand strategy, content creation, brand design, social media, and advertising.

KEY CLIENTS: Adidas, Jumeirah, Virgin Mobile, Levis, and Dubai World Trade Center.

AWARDS WON: 7GP in Dubai Lynx in the past 3 years (+32 awards), wins across all major global and regional creative festivals: Cannes Lions, London International, D&AD, The One Show, Clios, Loeries, Adfest, and MENA Effies.

LEADERSHIP PANEL

Selina Khiroya Group Account Director

Alejandro Fischer SVP Strategy

Carlos Nadal SVP Growth

Ayah Mounzer Social Media Director

Leonardo Borges Executive Creative Director

Fabio Silveira Managing Director

Epic World Group

Founded: 2019

Head of company: Vaquas Alvi

Headquarters: Dubai, UAE Vaquas.alvi@epicworldgroup.com

Epicworldgroup.com is a strategic creative studio that inspires brands to become purposeful and win hearts, minds, and souls.

KEY CLIENTS: Acino Middle East, MYN, Kashkha Fashions, IFFCO, Miral, Inspire Integrated, Goody, Abu Dhabi National Energy Commission.

SERVICES: Purpose & culture consultancy, advertising, branding, total commerce, communications

Female Talent Agency

Founded: 2024

Head of company: Anna George

Headquartered: Dubai UAE brands@femaletalentagency.com

Female Talent Agency (FTA) is a pioneering creative agency specialising in music solutions empowering bold Arab female artists. FTA bridges talent with brands, delivering impactful campaigns and redefining narratives. With a focus on creativity and cultural resonance, FTA celebrates individuality and fosters innovative collaborations across the MENA region.

SERVICES: Brand partnerships, talent management, music solutions, creative content development, event activations

KEY CLIENTS: Fujifilms Instax, Chevrolet Arabia, Dolby MENA, Saks Fifth Avenue

HFounded: 1976

Head of company: Reham Nader Mufleh

Number of staff: 200+ ( In ME) fcb.com

+971 55 744 2241; +971 4 332 3304 info@horizonfcb.com; reham.mufleh@horizonfcb.com

Freedom

Founded: 2018

Head of company: Hisham Lahouasnia

Headquartered: Dubai, UAE love@freedom.agency

Freedom is a cross-disciplinary creative studio that puts brands at the heart of the business. With our data and design-driven methodology and multi-faceted collaborative approach, we unearth opportunities that engage audiences and deliver results through creativity.

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

FWD-Comms

Founded: 2020

Head of company: Fiona Wishart

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

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

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

SERVICES: Marcom and adtech, strategy, branding and identity, integrated communication, digital and social comms, content creation, gaming, online and onground activations, retail and shopper experiences, rapid pace production, and innovation and technology.

KEY CLIENTS: Visa, Haleon, Centrum, Lipton, Total Energies, DEF, Boeing, Dubai Tourism, DHL, and Boeing.

AWARDS: Multiple awards in creative festivals such as: Cannes Lions Festival, The One Show, The Clio Awards, D&AD, Loeries, Cresta Awards, The Andys, Dubai Lynx, Gerety Awards, Kinsale Shark Awards and LIA.

LEADERSHIP PANEL

Munther Al Sheyyab Head of Planning & Strategy

Mohamed Bareche Executive Creative Director

Mariam Adel Head of Production & Creative Services

Nimesh Doshi Head of Finance

Reham Mufleh Managing Director

Mazen Jawad CEO

Groupe Rhinos

Founded: 1998

Regional headquarters: Dubai

Managing director: Fahad-Quentin Bahar

Chief creative: Léa Liotta groupe-rhinos.com/en

SERVICES: Strategy planning; web and app development and design; graphic design; content creation; internal and external communication

Hanging Gardens Agency

Founded: 2019

Head of Company: Roger Halaby, CEO hello@hanginggardens.agency

The Hanging Gardens Agency is an independent marketing communications boutique agency in the now, led by forward-thinking marketers.

SERVICES: Blogger engagements, branding, business and brand design, communications, content creation, content production,

Hrmny

Founded: 2018

Head of UAE: Ayham Homsi Head of KSA: Majeed Alzayer business@hrmny.co

Hrmny, a creative agency in Dubai and Riyadh, thrives on a unique music industry history, ensuring a distinct edge in creativity.

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

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

Ibtikar Advertising Agency

Founded: 2009

Regional headquarters: Damascus

Ownership: CNR Marketing

Head of company: Abou Rommaneh

Chief creative: Dima Homoush info@ibtikar.me

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

The Idea Agency

Founded: 1997

Heads of company: Rita Boustany , Fady Boustany

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

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

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

KEY CLIENTS: Natuzzi, Western Furniture, Serta, Ajman Tourism, Danat Hotels & Resorts

Imagination Middle East

Founded: London, 1968; Middle East office – 2013 Regional HQ: Dubai Heads of company: Adel Noueihed, General Manager Middle East; Patrick Reid, Group CEO Chief creative officer: Julian Baker adel.noueihed@imagination.com

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

Imfluence

Founded: 2022 Head of company: Mike Alnaji Headquarters: Dubai, United Arab Emirates partnerships@imfluence.ae

Imfluence is a digital marketing and creative agency that works closely with brands and government entities to provide turnkey content solutions that capture attention and achieve business results. Imfluence provides strategic influencer marketing campaigns, content creation and consultancy solutions.

SERVICES: Creative campaigns, social media marketing, influencer marketing, content production, imvent studios

KEY CLIENTS: Emirates Global Aluminum, Ministry of Human Resources & Emiratisation, ADNOC, Amazon, Cenomi

Imvent Studios

Founded: 2024

Head of company: Mike Alnaji Headquarters: Dubai, United Arab Emirates create@imventstudios.com

Imvent Studios is the region’s first subscription based content creation agency that offers world-class production facilities and studios to empower brands and individuals to create fearlessly™. Situated in Dubai Media City, Imvent allows everyone to scale their content creation capabilities without breaking the bank.

SERVICES: Content production, studio rentals, content creation subscriptions, social media strategy, personal branding

KEY CLIENTS: ADNOC Drilling, Yas Mall, Maaloumat Ahmed

Inca Tanvir Advertising

Founded: 1976 Chief creative: Rhea Dixit inca@eim.ae

We offer a comprehensive 360-degree integrated scientific marketing communication service across all advertising touch points. Both traditional and digital media, including social media, mobile and web-based. Our creative work has been winning international awards year on year. We offer highly competitive rates for both traditional and digital media campaigns.

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

Founded: 1971

Head of company: Dani Richa

Number of staff: 700+ impactbbdo.com

+971 4 412 0800

Part of the global Omnicom Advertising Group and BBDO network, IMPACT BBDO was established in 1971 and offers comprehensive and integrated marketing communication solutions, covering a wide and prestigious base of global, regional and local clients. Our mission is to create and deliver the world’s most compelling commercial content across all mediums and screens.

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

KEY CLIENTS: Aramco, ASMO, Burjeel Hospital, DAFZA, Department of Economy & Tourism, DP World, Economic Development Board of Bahrain, Emirates Post, Etihad, Government Media Office,Google, H&H, Ithra, Nakheel, One&Only, Ora, PepsiCo, Public Investment Fund (PIF), P&O Ferries, Ras Al Khaimah Tourism Development Authority, Royal Commission for AlUla, Sadia, Shamal, Starbucks, Unilever

AWARDS: 2024: Cannes Lions – MENA Network of the Year; Cannes Lions Creative Rankings - No.1 Agency in MEA; Loeries – MENA Agency of the Year; Campaign Global – Best Network Middle East and Africa; WARC Creativity 100 – No.1 Agency in MEA; Adfest – No.1 Agency in MEA; Mad Stars – No.1 Agency in MEA; Andy Awards – No.1 Agency in Middle East; Gerety – Middle East Agency of the Year; Communication Arts – No. 1 Agency in Middle East

LEADERSHIP PANEL

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

Founded: 2000

Head of company: Dani Richa

Number of staff: 100+

impactproximity.com

+971 4 412 0800

info@impactproximity.com

SERVICES: Experience design, market research and competitive analysis, SEO & CRO (conversion rate optimisation), UXdiscovery, audit, personas and journey mapping, accessible digital design systems, visual and motion graphics, interactive prototyping, digital content development, user testing and UX optimisation, CMS strategy and implementation, mobile app development, chatbot development, full-stack development, API development and integration, analytics strategy, business intelligence (bi) solutions, data visualisation, predictive analytics and machine learning

KEY CLIENTS: Dubai Tourism, Dubai Islamic Bank, Capital Bank of Jordan, UAE Government Media Office, ASMO, Sadia, Shamal Holding, Baccarat Hotel & Residences, H&H, Eden House / Eden Hills, John Hopkins Aramco Healthcare, Frontend, The Knowledge Group, Emirates Post

Shadi El Mourad VP Strategic Partnerships

Mamdouh Alfred Chief Finance Officer

Stacy Andersen VP Innovation / General Manager Impact Proximity

Jad El Rabahi Managing Director

Andrew Peacock General Manager

Ali Rez Chief Creative Officer, MENAP

Rana Sadek Creative Director

Chirine Kordahi Group HR Director

Johannes DeBeer Executive Creative Director

Ghassan Kassabji CEO, UAE and Chief Growth Officer MENA

Sebastian Roland Group Head of Strategic Planning

Dani Richa Chairman EMEA and Group CEO

The Inhouse Agency

Founded: 2023

Head of company: Rasha Hamzeh admin@theinhouse.agency

The Inhouse Agency revolutionises agency models by pooling skilled professionals and boutique companies from diverse sectors. We serve as an inhouse extension for clients, offering specialised teams tailored to any marketing need, with credibility and expertise as our cornerstones.

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

KEY CLIENTS: Dubai Airports, Mitsubishi, Koita, The Access Bank UK, Hurley Medical Center

Katch International

Founded: 2009

Offices: Dubai and London

Ownership: Woollams Public Relation Management Head of company: Georgina Woollams Chief creative: Fadi Tayem info@katchthis.com

SERVICES: PR; social media; branding; design; content creation; digital marketing

Keko Dubai

Founded: 2019

Head of company: Patrick Pesch, Managing Director patrick.pesch@keko.ae

We’re Keko, a full-service creative agency that specialises in communicating differently to modern affluent consumers. Experts in emotionally charged purchases, our ‘find, influence and sell’ methodology is what sets us apart. This means we can manage entire campaigns – from strategy and creative to media and production – all under one roof.

Leapfrog

Founded: 2005

Offices: Cairo

Head of company: Rob Bannochie robsz@leapfrog.com.eg

Leapfrog is marketing and event management company operating from Egypt and Dubai serving the Gulf & Africa Regions. Delivering Ideas that work.

SERVICES: Event management, content creation, branding, fabrication, creative

KEY CLIENTS: ExxonMobil, Epson, Red Hat, Roche, P&G

Lightblue

Founded: 2007

Offices: Dubai and Los Angeles Heads of Company: David Balfour and Craig Borthwick hello@lightblueww.com

We are a creative experience agency. Human first, technology-empowered, operating at the forefront of culture. We innovate, inspire curiosity, embrace courage and create opportunities for creative minds to thrive. Proactively living, breathing and driving forward the industries in which we specialise.

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

LPS

Founded: 2013 Head of company: Aasim Shaik Headquartered: Dubai, UAE partner@lps-me.com

A decade-young creative agency with offices in Dubai, Riyadh, and New Jersey, LPS is shaping brands with bold ideas and storytelling that leave a lasting impact.

SERVICES: Integrated campaigns, corporate & leadership branding, social media management, video production, influencer campaign management

KEY CLIENTS: Dubai Chambers, Dolby, Nyssa, Crocs, Skechers

M&C Saatchi

Founded: 1995 (London); 2012 (GCC) Headquartered: London, UK Info.UAE@mcsaatchi.com

M&C Saatchi is the largest independent advertising network in the world, and the home of ‘Brutal Simplicity of Thought’. With regional offices in Abu Dhabi, SERVICES: Advertising; branding; CRM; consultancy; design; digital; mobile; PR; research; shopper; social and sponsorship.

MENAbloom

Founded: 2020

Head of company: Nour AlMasri

Headquartered: Riyadh, KSA contact@menabloom.com

MENAbloom is a digital content marketing agency based in the UAE and Saudi Arabia, specialising in technology, finance, government, corporate, and lifestyle industries. We deliver tailored strategies, creative content, and campaigns, helping clients drive engagement, brand growth, and measurable results across MENA.

SERVICES: Content marketing, social media management, production, influencer management, strategy development

KEY CLIENTS: Dubai World Trade Center, Digital Cooperation Organization, Lenovo, Honor, LG

Founded: 2015

Headquartered: Dubai

Head of company: Charli Wright

Number of staff: 18  jwi-global.com

+971 4 568 9423 hello@jwi-global.com

JWI is an independent creative and events agency in Dubai, driven by a commitment to ‘Go Beyond’. We elevate brands through creative advertising, unforge able events and integrated campaigns. By blending global expertise and regional insight, we approach every challenge strategy-first.

Our independence fuels our creativity, collaboration and dedication to pu ing quality at the heart of everything we do. Proudly female-owned and led, we lead with authenticity and integrity, building strong partnerships rooted in shared values.

At JWI, we ‘Go Beyond’- for our clients, our team and the work we create. That’s why we’re the trusted agency of some of the world’s biggest brands.

SERVICES: Marketing strategy and consultancy, creative advertising, integrated campaigns, experiential and events, content and social media

KEY CLIENTS: Gille e, Venus, Braun, Grey Goose, Patron Tequila, Bombay Sapphire, Sephora, Epson, Philips, Marsh

LEADERSHIP PANEL

CHARLI WRIGHT

Owner & Managing Director

WHAT MOTIVATED YOU TO PURSUE A BUYOUT OF JWI, AND HOW DO YOU PLAN TO PRESERVE AND ENHANCE THE AGENCY’S CREATIVE VISION POST-ACQUISITION?

For the past decade, I’ve been deeply invested in JWI’s growth in the Middle East. The opportunity to take full ownership wasn’t just about continuing that journey, it was about shaping the future of the agency on my own

INDUSTRY SNAPSHOT

terms. Independence is powerful. It means we answer only to ourselves and our clients, not to a global holding company dictating how we should operate.

At JWI, our creative vision has always been clear: Go Beyond. That’s not changing, in fact, I’m leaning into it. My goal is to build an agency that redefines what a creative agency experience should be - for our clients, our team and the industry. That means pushing our strategic creativity further, investing in our team’s growth and giving back to our community, all while staying committed to delivering the highest quality.

WHAT STRATEGIES WILL YOU IMPLEMENT TO MAINTAIN CREATIVE EXCELLENCE AND/ OR BUSINESS GROWTH?

For me, growth and creative excellence aren’t separate goals, they fuel each other. Our focus isn’t on getting bigger for the sake of it - it’s about getting better.

Firstly, we empower our people to think and act beyond their defined roles – strategically, creatively and commercially. This optimises our talent and strengthens our output at every touchpoint. Secondly, we’re selective. Not every brief is the right fit. Creative excellence comes from synergy - partnering with the right people on the right challenges to deliver the best results (and enjoying the process along the way!). Finally, we’re investing in the right tools to drive innovation. This includes building an AI-driven infrastructure to streamline processes, upskill our team and evolve with client needs.

AS THE NUMBER OF CREATIVE AGENCIES CONTINUES TO GROW IN 2025, WHAT FACTORS ARE KEY TO DISTINCTIVENESS AND DIFFERENTIATION IN A CROWDED AND COMPETITIVE MARKET?

True differentiation isn’t just about competing for clients, it’s about competing for talent. The best agencies in 2025 will be the ones that attract, retain and develop the best people.

At JWI, we’ve built a culture where talent thrives - where people feel valued, supported and empowered to grow. Agencies that prioritise their people, invest in their professional and personal development and inspire true collaboration will produce the strongest work. The best creative comes from the best teams, and that’s the real competitive edge.

WHAT WILL IT TAKE TO CUT THROUGH THE NOISE IN THE YEAR AHEAD?

For me, a noise-cutting campaign is one that’s everywhere. Not in a scattered way, but through purposeful, strategic integration. More than a pack of assets stretched offline to online, a truly integrated campaign is a multi-layered experience where every channel adds depth.

A brand activation that creates memories, a PR stunt that trends on social, a digital strategy that lives natively per platform - all saying the exact same thing. It’s about crafting every element to work in harmony, ensuring that no piece exists in isolation. That’s the real definition of integration and when done right, it’s impossible to ignore.

Adele Baxter Client Services Director

Benjamin Thomas Creative Director

Meghan Hird Events Director

Charli Wright Owner & Managing Director

MOTAD

Founded: 2018

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

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

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

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

MSQ Middle East

Founded: 2025 (HQ founded 2011) Heads of company: John Speers and Charlie Beauchamp Headquartered: London UK John.Speers@msqpartners.com

MSQ Middle East is part of the fastest-growing creative, media and tech group in the world. We personalise, scale and deliver creative using AI and are driven by data and analytics towards greater engagement and conversion. MSQ are the only specialist Travel and Sport creative agency in the Middle East.

SERVICES: Data and analytics, brand strategy, creative and creators, ai media optimisation, higher engagement and conversion

KEY CLIENTS: Aston Martin F1 Team, Emirates, Booking.com, Fred Olsen Cruise, Inghams

Moonbox

Founded: 2010 Head of company: Aslam Junais hello@moonbox.ae

Moonbox builds compelling brand experiences that connect meaningfully with your audience. Our extensive experience and understanding of the local culture have helped propel us as one of the most impactful branding agencies in the market today. Our portfolio includes end-to-end services that enhance a brand’s recognition and engagement potential.

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

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

Myriad Global Media Middle East

Founded: Abu Dhabi, 2013; London, 1989 Regional headquarters: Abu Dhabi Head of company: Jennifer Palmer Chief creatives: Nick Woolard (film); Tawfik Alsayed (graphics) middle.east@myriadglobalmedia.com

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

Nomads

Founded: 2013 info.ae@nomadsagency.com

Nomads is a creative consultancy that helps organisations navigate complex change, move through uncharted territories, and thrive. We help companies transform for sustainable growth through creativity and design, and we work collaboratively with companies to solve business challenges that unlock new opportunities for growth.

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

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

Nuja Inc.

Head of company: Manuja Sharma

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

Nuja inc. is a creative marketing studio built for brands seeking momentum. We craft strategy-led storytelling, bold branding, and meaningful content that makes an impact. From startups to industry leaders, we help businesses grow with work that’s thoughtful, fearless, and undeniably them.

SERVICES: Brand strategy and identity, marketing strategy and planning, organic social media outreach, content development (visual and wri en), event conceptualisation

KEY CLIENTS: Franklin Templeton, SIG, Thorn Lighting, Navitas, Australian Business Council Dubai

The Others TV

Founded: 2012

Head of company: Emmanuel Verplancke

Headquartered: Barcelona, Spain pascale@theothers.tvl; emmanuel@theothers.tv

The Others, a Barcelona-based agency since 2012, with offices in Belgium, UAE, and a US representative office. We›re a diverse team of 20+, focusing on impactful design and multimedia campaigns rooted in empathy, fresh ideas, and innovation.

SERVICES: Creative direction, digital production, branding & design, immersive & ingteractive design

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

Pimo

Founded: 1985

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

Pimo is a communication agency that has been building strong resonant brands for 30 years. We have redefined our role and services to answer the true needs of our clients and today›s businesses at large.

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

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

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

Founded: 1989 leoburnett.com mena.inquiry@publicisgroupe.com

KEY CLIENTS: McDonald’s, General Motors, Emirates NBD, Ferrero, Dubai Holding Corporate, Dubai Holding Asset Management, The Central Bank of the UAE, AADC, Puma, Home Centre, Babyshop, Dubai Duty Free, Cheeze it – Kellogg’s, Neom – Oxagon, Yango (Yasmina), Abu Dhabi Media Office, Samsung, and Department of Government Enablement.

SERVICES: Marketing communications, advertising, social media, digital media, branding, audio-visual production, and digital and social strategy.

AWARDS: Cannes Lion, MENA Effie, Dubai Lynx, Jay Chiat, Fast Company Most Innovative Awards, D&AD, AME Awards, Loeries, AME Awards, and LIA.

LEADERSHIP PANEL

Youssef Naaman CEO, Publicis Communications, Levant

Tarek Latif CEO, Publicis Communications, Egypt

Ahmed Younis Chief Creative Officer, Publicis Communications, KSA & Egypt

Malek Ghorayeb Chief Creative Officer, Publicis Communications, Levant

Muhammad Ali Executive Creative Director, Leo Burnett, UAE

Adel Baraja CEO Publicis Communications, KSA

Nathalie Gevresse CEO, Publicis Communications, UAE

Petrikor Solutions

Founded: 2017

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

Petrikor is a young digital agency born in Lebanon and serving the region. We create remarkable digital brand identities, thoughtfully crafted by our passion for all things digital. We improve the way your brand communicates and presents itself online, while gaining competitive advantage in an increasingly digital world.

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

Praxis Advertising

Founded: 1999

Headquartered: Dubai

Head of Company: Amitabh Swarup parichay@praxisadvertising.com

Praxis Advertising crafts compelling brand narratives that connect emotionally and drive action. With expertise in branding, space design, and digital strategy, Praxis has delivered integrated creative solutions tailored for the MENA market for the past 25 years, ensuring brands resonate across every touchpoint.

SERVICES: Brand strategy and identity, creative concepting and campaigns, environment and space design, content creation and storytelling, integrated communication and advertising

KEY CLIENTS: GEMS Education, Pirelli, Al Yousuf Group, AWR Trading, Australian Council for Educational Research (ACER)

Punch

Founded: 2008

Headquartered: Dubai, UAE brandsthatpunch.com

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

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

KEY CLIENTS: OneTouch, Essity, Malaffi, Landmark Hotels & Suites, Driscoll›s, Taghleef Industries

livingroomdubai.com | +97144150777 | info@lrdubai.com

SELVA by Aleph

Founded: 2023

Head of company: Juan Pablo Suerio

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

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

SERVICES:

Strategy: Brand Strategy, Creative Strategy, Digital Strategy, Transformation and Positioning Creative: Campaign Concepts, Integrated Campaigns and Experiences Branding & Design: Naming and Corporate Branding, Packaging, Logo Development and Websites Production: Social Content Production, Live Coverage, Editing, Animations and Branded Entertainment Innovation: AI production, AR and VR.

AWARDS:

Current holder of the Dubai Lynx Grand Prix Outdoor.

FOUNDED: 2010

TYPE OF AGENCY: Integrated Communications Agency HEAD OF COMPANY: Dani Oneisse

Dani Oneisse CEO Seyoan Vela CCO

Lara Bizri Head of Creative

Pallavi Adhikari Head of Design

LEADERSHIP PANEL

Rain Creative

Founded: 2011

Head of company: Manoj Ammanath

Headquartered: Dubai manoj@iheartherain.com

Rain is an independent, free-spirited communications agency based in Dubai.

Founded in 2011, we are a heady mix of passion, talent and expertise. Driven by creativity, we have a proven track record record in building strong and lasting relationships between brands and customers.

SERVICES: Creative strategy, integrated creative solutions, social media, content creation, media management

KEY CLIENTS: HSBC, Acuvue, VW, Zurich, Amazon Payment Services, Tanishq, Al Fardan

Science & Sunshine

Founded: 2016

Head of company: Nadine Ghossoub

Headquartered: Dubai & Riyadh hello@sciencesunshine.com

Radix Media

Founded: 2017

Head of company: Mohan Nambiar

Headquartered: Dubai, UAE info@radixmediamena.com

Radix Media MENA is a forward-thinking creative agency specialising in innovative design, strategic marketing, and compelling content. With a deep understanding of regional trends, we craft impactful campaigns that connect brands with audiences. From concept to execution, we deliver tailored solutions that inspire, engage, and drive success across the MENA region.

SERVICES: Creative/content strategy, content/creative development, influencer marketing, website design and development, AI integrations

KEY CLIENTS: ADIB, NBO, American Garden, Landmark, KRBL

Science & Sunshine is a story-driven, fearlessly creative ad agency in Dubai and Riyadh that smells wonderful. We believe passionately in the power of brands and that all good selling is good story-telling. Our philosophy is ‘always never be boring’ , and we try to inject that into our creative product every day.

SERVICES: Integrated creative solutions, social and digital marketing, design and branding, activations and experiential, content planning and creation.

KEY CLIENTS: Mdlbeast, Red Sea International Film Festival, Pepsico, Royal Commission for AlUla, Netflix

Founded: 2022

Headquartered: Abu Dhabi, Yas Island.

Head of company: Abed Al Aryani

Number of staff: 50+  magnitudecreative.com +971 509886074  business@magnitudecreative.com

Magnitude Creative is a young, independent agency born in Abu Dhabi with a people-first philosophy. Breaking the mould of traditional client-agency dynamics, Magnitude focuses its energy on fostering collaboration, building strategic and creative partnerships that ignite growth and transform brands.

The agency has grown to 55 megaminds, expanding across Dubai, Cairo and Riyadh. Driven by innovation, Magnitude Creative launched Content Masters – the region’s largest content creators’ incubator programme, and the 100X Podcast, empowering UAE entrepreneurs and inspiring millions of viewers.

SERVICES: Integrated communications, influencer marketing and consultancy, social media, digital media, branding, production, podcasts and events.

KEY CLIENTS: Destination Abu Dhabi, Hardee’s, Lunate, ADX (Abu Dhabi Securities Exchange), FTA (Federal Tax Authority), Britannia, IMG Worlds of Adventure, Jubail Islands, Al Rawabi, Aster Healthcare DM and Krispy Kreme.

LEADERSHIP PANEL

Haikal Ben Hamouda Head of Strategy

Ali Rais Digital & AI Director

Alex Ghanem Influencer Marketing Director

Asma Ben Hamra Business Development Lead

Karim Sherif Executive Creative Director

Philippe Berthelot Regional Managing Director

Sifr

Founded: 2019

Head of company: Meshari AlMuhanna

Sifr is a creative content group based in Riyadh, offering high-quality photography, videography and graphic design. Since 2019, we’ve collaborated with brands like SABIC, Saudi Tourism Authority, Diriyah, Ministry of Sport, and Carter to create innovative, revenue-generating solutions across the Middle East.

Serviceplan Group Middle East

Founded: 2010

Chief creative officer: Akhilesh Bagri serviceplan-dubai@house-of-communication.com

Serviceplan Group M.E. is an integral part of Europe’s largest independent advertising agency group. Specialising in integrated communication services through its ‹House of Communication› approach, the Dubai-based agency has been delivering Übercreative work since 2010.

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

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

Similar

Founded: 2024

Head of Company: Ben Carpenter

Headquartered: Dubai, UAE notthesame@similar.studio

We are the brand~differentiation company.We practice culture and craft to create distinct, relevant advertising for the challenges of today.We are Similar, so your brand can be different.

SERVICES: Brand identity, integrated campaigns, content production, creative technology

KEY CLIENTS: IFZA, SAY Carbon Yachts, L’Estro Design

Socialize

Founded: 2010

Head of company: Akanksha Goel

Headquartered: Dubai, UAE

Born in 2010, Socialize is a leading MENA agency blending media, creative, and digital solutions to drive real-time, personalised marketing. As part of We Are Social and Plus Company, we deliver global expertise with regional impact, helping brands win in today’s always-on, mobile-first, and digitally-driven world.

KEY CLIENTS: Starbucks (Alshaya), Pringles, Switz, Azadea

SERVICES: Audience-led strategy and planning, influencers campaigns and creator networks, socially-led creative and campaigns, editorial and snackable content.

Space Plum

Founded: 2012

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

Spaceplum is a creative, advertising and video production agency. With an in-house studio and our own cameras and editing equipment, we can offer competitive content and production executions. Services expand into market strategies, marketing, advertising, branding and other communication, analogue, digital, ATL, BTL, fairs and events support, PR and media. As a small, flexible agency supported by extensive associates and a freelance team, we offer high-quality services while keeping our cost competitive.

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

Sputnik Floyd

Founded: 2018

Head of company: Patrick Honein info@sputnikfloyd.com

Sputnik Floyd is a full-service, future-oriented marketing agency with offices in Berlin and Dubai. Embracing innovation, from blockchain to AI and AR to web 3.0, our approach combines strategy and creativity with the latest digital and tech trends to deliver engaging communication, measurable results and lasting forward-thinking impressions.

SERVICES: Integrated campaigns, media planning and buying, brand strategy and corporate identity, blockchain, AR and VR gaming and programming, while ensuring a strong brand image across various popular platforms.

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

Sunny Side Up

Founded: 2012

Head of company: Najib Sabbagh

Headquartered: Dubai, UAE wassup@ssupworld.com

With headquarters in the UAE since 2012 and offices across the MENA region –from KSA to Beirut and through Iraq – Sunny Side Up ignites conversations with an authentic flair for strategy, brand building, and creativity. We are storytellers, brand builders, market shapers, and passionate creators, where innovation and creativity always reign supreme.

SERVICES: Strategy, creative development, social media management, public relations, and content production.

KEY CLIENTS: TikTok (TTCX), Tim Hortons – GCC, Solitaire Mall – KSA, ORA Developers – UAE, Nusuk (Saudi Tourism Authority) – KSA

Tactical

Founded: 2013

Head of company: Mike Khouri

Headquartered: Dubai, UAE mike@wearetactical.com,

Tactical is a creative and innovation agency. Born from social and inspired by culture, Tactical champions storytelling across the platforms and technologies that shape the internet; today and tomorrow.

KEY CLIENTS: Amazon, Spotify, Snapchat, TikTok, NFL

SERVICES: Campaign/content creation, social management, digital/social strategy, virtual reality, animation

Founded: 2012

Headquartered: Dubai

Head of company: Lama Accary Bibi

Number of staff: 75 meansdesign.ae

+971 4 355 1500 contact@meansdesign.ae

LAMA BIBI

Managing Director, Means Design

Means Design is a dynamic, integrated marketing communication agency renowned for its 360-degree approach. It specialises in shaping comprehensive strategies, impactful creatives, streamlined digital solutions and effective communication campaigns. Their commitment lies in curating bespoke brand strategies and campaigns that forge lasting relationships with their esteemed clients.

SERVICES: Strategic PR and media campaigns, branding and creative design, social media strategy & management, digital marketing and advertising, event conceptualisation and execution

KEY CLIENTS: Emaar Hospitality Group, Address Hotels, Palace Hotels, Vida Hotels, Americana Group, Sofitel, Accor, Marrio , Laduree

LEADERSHIP PANEL

INDUSTRY

SNAPSHOT

AS THE NUMBER OF CREATIVE AGENCIES CONTINUES TO GROW IN 2025, WHAT FACTORS ARE KEY TO DISTINCTIVENESS AND DIFFERENTIATION IN A CROWDED AND COMPETITIVE MARKET?

With so many agencies out there, standing out isn’t just about being different – it’s about being unforgettable. At Means Design, we go beyond traditional marketing; we create immersive brand stories that deeply connect with audiences. Clients today don’t just want campaigns – they want experiences, and that requires a blend of strategic storytelling, cultural insight and digital innovation.

One of our biggest strengths as a boutique agency is agility. We don’t apply a one-size-fitsall approach; we immerse ourselves in each brand, shaping narratives that reflect its unique DNA. That’s what keeps us ahead – our ability to build relationships, understand businesses from the inside out, and craft campaigns that genuinely resonate.

COULD YOU COMMENT ON WHETHER THE COMING TOGETHER OF LOCAL CULTURE, CRAFT, AND COMMERCE IS CRITICAL TO CREATIVITY IN 2025?

Absolutely. Creativity today is rooted in authenticity, and that comes from embracing culture while maintaining a global outlook. Dubai is a melting pot of influences, and brands that strike the right balance between cultural relevance and commercial appeal are the ones making the biggest impact.

At Means Design, we’ve seen this firsthand with

our work in luxury, hospitality, and F&B branding. A brand’s story is more than just a marketing tool – it’s an identity, and when that story is crafted with cultural nuance and creative excellence, it builds deep and lasting connections with consumers.

IN YOUR OPINION, WHAT ARE THE MOST SIGNIFICANT CHANGES THE CREATIVE INDUSTRY HAS WITNESSED DURING THE PAST 12 MONTHS?

The biggest shift has been towards interactive, experience-driven storytelling. Consumers no longer just watch content – they want to be part of it. Digital PR, influencer collaborations, and immersive activations have taken centre stage. Brands are also prioritising earned media and community engagement over traditional advertising. Authenticity is the new currency, and audiences connect more with brands that engage in meaningful conversations rather than just selling products.

WHAT EMERGING CREATIVE TRENDS ARE AT THE TOP OF YOUR CLIENTS› WISH LISTS IN 2025?

Clients want experiential marketing, hyperpersonalisation, and purpose-driven branding. They’re asking for phygital experiences –blending digital and physical interactions – as well as sustainability-led storytelling. Brands that engage, inspire, and innovate are the ones winning in 2025, and at Means Design, we ensure our clients stay ahead of the curve.

Lama Accary Bibi Managing Director

Ihab Nassar Creative Director

Sherifat Ajayi PR Director

Baha Bibi CEO

Founded: 1984

Headquartered: Dubai, United Arab Emirates Heads of Company: Ghassan Maraqa - CEO MENA, Jon Marchant - Group President MENA

Number of Staff: 516 memacogilvy.com +971 4 305 0200 info.dubai@ogilvy.com

Memac Ogilvy, part of Ogilvy network and a WPP company, is an awardwinning integrated creative network that makes brands ma er for Fortune Global 500 companies as well as local businesses across 11 offices across the MENA region. The company creates experiences, design and communications that shape every aspect of a brands needs through five core capabilities: advertising and brand, experience, public relations, health and wellness, and consulting.

SERVICE: Creative and social, PR & influence, digital experience, health & wellness

KEY CLIENTS: Al Fu aim, Majid Al Fu aim, Abu Dhabi Tourism, Green Riyadh, Qatar Foundation

LEADERSHIP PANEL

GHASSAN MARAQA

CEO - MENA

AS THE NUMBER OF CREATIVE AGENCIES CONTINUES TO GROW IN 2025, WHAT FACTORS ARE KEY TO DISTINCTIVENESS AND DIFFERENTIATION IN A CROWDED AND COMPETITIVE MARKET?

The decisive factor in standing out is ‘borderless creativity’ - an ethos we have embraced as a creative powerhouse.

Our differentiating strength is how we integrate genuine creativity into everything we do, which is led by our culture and delivered by our excellent talent.

This approach covers every aspect of our work: From Ogilvy One, which focuses on relationship design by combining data, creativity and technology, to our PR and influence, advertising and health solutions.

COULD YOU COMMENT ON WHETHER THE COMING TOGETHER OF LOCAL CULTURE, CRAFT AND COMMERCE IS CRITICAL TO CREATIVITY IN 2025?

Understanding local culture is fundamental to building meaningful creative solutions. In the MENA region, home to over 200

INDUSTRY SNAPSHOT

nationalities, creative brilliance comes from having intuitive knowledge about the region’s cultural ethos while acknowledging its cosmopolitan outlook and economic priorities. While we are part of an international network, we are defined by our deep understanding of the region’s cultural nuances, which helps us deliver creative impact. A great example is our ‘Journey into HerStory’ campaign for Al Futtaim Toyota, honouring influential and inspiring Emirati women.

As David Ogilvy famously said, “We sell... or else!”

And to sell effectively, we must understand the hearts and minds of our audience.

IN YOUR OPINION, WHAT ARE THE MOST SIGNIFICANT CHANGES THE CREATIVE INDUSTRY HAS WITNESSED DURING THE PAST 12 MONTHS?

The integration of AI and advanced technologies has been a significant shift in the creative industry, helping agencies become more agile and data-driven.

This has also transformed our value proposition to our clients, enabling us to deliver higher levels of efficiency and ROI while maintaining creative excellence.

We have achieved remarkable results, with AI helping optimise and scale campaigns across markets and personalise content at scale. This, in turn, creates new revenue streams for the industry and measurable impact for clients.

THE CREATIVE INDUSTRY NEEDS TO WAKE UP FROM…

The complacence about talent and culture! Everyone talks talent, but only a few genuinely walk the talk.

The industry faces a talent deficit, and we must invest in future talent today.

Ogilvy’s strength is our people – the talent we continue to build – and the distinctive culture we have shaped, enabling us to do the best work of our lives.

Maysoon Dababneh Chief People Officer MENA - Human Resources

Ghassan Maraqa CEO MENA

Jon Marchant Group President MENA

Samer Abboud Chief Growth Officer MENA

Ashraf Shakah MENA President, Public Relations

Mario Morby Chief Strategy Officer MENA

Tara Media

Founded: 2020

Head of company: Mohammad Saeed Harib khalid@taramedia.ae

Tara is a one-stop boutique agency offering marketing and advertising services, including branding, digital platforms services, and many others. Based in Dubai, Tara is the specialised arm of the award-winning Lammtara studio, which has paved the way for a new era in the use of art and media with ground-breaking projects such as the animated Freej series.

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

Tarek Nour Group

Founded: 1978

Heads of company: Ahmed Tarek and Basel El Deeb

Offices: Cairo, Riyadh and Khartoum tngulf@tareknour.com; commsservices@tareknour.com

Tarek Nour Group, with 14 companies in the communications sector, is a pioneering force in the region. With 50 years of innovation, it specialises in creating globalrecognised content and impactful campaigns for ambitious brands. Known for setting industry benchmarks, it shapes the future of advertising, creativity, media and communication across the Middle East.

SERVICES: 360 communication: creative content, brand strategy, advertising, events, media planning and buying, digital.

KEY CLIENTS: Saudi Tourism Authority (STA), Tazej, Samsung, Exxon Mobil, Ikea, Bank of Khartoum

Agency name: OUI

Agency Type: Creative Agency

Founded: 2020

Headquartered: Building 9, DMC, Dubai

Head of Company: Rémy Abouchakra

Number of Staff: 12

+971 4 568 1294

remy@oui.agency

www.oui.agency

Thriv Studios

Founded: 2023

Headquartered: Meydan hello@thrivstudios.com

SERVICES: branding, social media management, content creation, website development

KEY CLIENTS: Arista properties, Pullman JLT, Novotel Abu Dhabi

Three Chimp Studios

Founded: 2023

Head of company: Andrew Tokatly Headquartered: Beirut, Lebanon andrew@threechimpstudios.com

Three Chimp Studios is a creative powerhouse specialising in pure design, with a mission to craft meaningful, visually striking experiences. We focus on brand building, 3D design, CGI, and digital experiences to help our clients stand out in an ever-evolving market. Driven by innovation and a passion for design excellence, we aim to set new benchmarks in the creative industry.

SERVICES: Brand building, 3D design and CGI, digital experiences, advertising solutions

OUI exists at the sweet spot of brand consultancy and creative agency, shaping tomorrow’s culture with irresistible ideas, campaigns, and design. We create brands from the ground up, bring them to market, and act as long-term creative partners to elevate their vision and impact. With strategic insight, French finesse, and meticulous execution, we craft work that captivates, inspires, and makes a lasting impact. At OUI, our name is our promise: yes to bold creativity and together in meaningful collaboration.

SERVICES

OUI Brand: Brand consultancy, Naming, Visual Identity

OUI Create: Campaign Concept, Integrated Campaigns

OUI Produce: Film, Production & Post-production

OUI Go Live: Social Media, Paid Media, Website & SEO

KEY CLIENTS

J1 Beach by Merex Investment, IWC Watches, LVMH (Dior Beauty, Guerlain, Tag Heuer), Clinique La Prairie, Charlotte Tilbury...

Rémy Abouchakra Founder & CEO

Lina Shatykian Creative Director Sasha Young Client Service Director

LEADERSHIP PANEL

Tonic Worldwide

Founded: 2007

Head of company: Chetan Asher, Founder & CEO dubai@tonicworldwide.com

Tonic Worldwide is an integrated digital-first agency that empowers MENA clients and agencies to drive innovation and achieve business results through creative, research, technology, cu ing-edge creativity, and immersive digital experiences.

SERVICES: Creative communications, data and media, technology solutions, content production and marketing consulting.

KEY CLIENTS: Al Fu aim, NDC, Dhamani Jewellery, TiE Dubai, UMS

Those Social Guys

Founded: 2017

Office: Dubai, UAE Head of Company: Samuel W. Turner hello@thosesocialguys.com; sam@thosesocialguys.com

Those Social Guys is a next-generation, social-first creative agency serving all aspects of content creation and distribution. We instigate creativity, bringing production, creative and social into one agency. Our service extends to creative concept development and consulting, ensuring your content is unique and hits the desired audiences and beyond.

SERVICES: Strategy; content; production; social

The Tribe

Founded: 2006

Head of company: Robert Mitchell, CEO Headquartered: Dubai business@thetribe.com

We are a creative tribe. A digital transformation tribe. A branding tribe. A tribe that wants to make great work, to craft fantastic experiences that delight people and drive business. Combining strategic and creative thinking with tech know-how. We innovate. We deliver. We solve.

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

Tonic International

Founded: 2004

Headquartered: Dubai, Founders: Arnaud Verchere (head of strategy); Khaled Gadallah (head of Arabic copy) Managing director Jacqui Hewe ECD: Joao Camacho tonic@tonicinternational.com

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

Founded: 1926

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

mena.inquiry@publicisgroupe.com

Publicis Groupe Middle East

Publicis Groupe is the world’s leading communications agency holding group, helping clients drive growth through the Power of One by seamlessly integrating data, creativity, media, and technology. In the Middle East, we have a strong presence backed by top-tier talent, world-class agency brands, and an exceptional client portfolio. Our operations are structured into four solution hubs: Publicis Communications, which includes Leo Burnett, Publicis ME, Saatchi & Saatchi, and MSL; Publicis Media, featuring Spark Foundry, Starcom, Zenith, and Digitas; Publicis Sapient, our digital business transformation partner; and Epsilon, which sits at the core of the Groupe, delivering personalized experiences at scale. Headquartered in Dubai, UAE, we also operate in key markets across the region, including Saudi Arabia, Lebanon, Egypt, Jordan, and Qatar.

SERVICES: Publicis Groupe provides end-to-end marketing and business transformation solutions, combining data, creativity, media, and technology

AWARDS: Cannes Lion, Dubai Lynx, MENA Effie, Loeries, Jay Chiat, LIA Awards, CLIO, AME Awards, D&AD, Cresta, Madstars, Campaign Agency of the Year Awards, Fast Company Most Innovative Companies

GROUPE EXECUTIVE LEADERSHIP PANEL - ME&T

Houda Samir Chief Financial Officer

Bashar Abdulkarim Chief Talent Transformation Officer

Bassel Kakish Chief Executive Officer

Dyala Badran Chief Content Officer

Khaled AbouNader Chief Integration Officer

Jennifer Fischer Chief Innovation & Growth Officer

Tahaab Rais Chief Strategy Officer

GROUPE LEADERSHIP PANEL - ME

Founded: 1973 Publicis.com mena.inquiry@publicisgroupe.com

Today’s brands compete with new technologies, empowered consumers, shifting public a itudes, brand new contenders and much more. Creating leading strategies and powerful ideas that allow our clients’ brands to become unique, irreplaceable, in control and ahead is our purpose. At Publicis, we all share a common ambition: help our clients and their brands to be and to remain the leaders they want to be, to “Lead The Change”. Publicis ME, an integral part of Publicis Worldwide, has a network of 330 offices in more than 110 countries. Publicis ME is a part of Publicis Communications, the creative communications division of Publicis Groupe.

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

KEY CLIENTS: Nestle, Stellantis, Pizza Hut, Louvre Abu Dhabi, Abu Dhabi Investment Office

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

LEADERSHIP PANEL

SFounded: 1992 saatchi.com mena.inquiry@publicisgroupe.com

aatchi & Saatchi has grown from a start-up advertising agency in London in 1970 to a global creative communications company with 114 offices in 67 countries with over 6,500 employees. A part of Publicis Communications, the creative communications division of Publicis Groupe, we are a full service, integrated communications network. We are in the business of ge ing people to fall in love with our clients’ products and services. We have an unshakeable spirit and unbeatable a itude that Nothing is Impossible, a concept we apply to all our clients and work.

KEY CLIENTS: e&, Beiersdorf, Visa, Cadillac, ACDelco, PMI, Mondelez, RTA, Ducab, Amazon Prime, Expo City

SERVICES: Marketing communications, advertising, social media, digital media and branding.

AWARDS: Cannes Lion, MENA Effie, Dubai Lynx, Jay Chiat, Fast Company Most Innovative Awards, Madstars, D&AD, AME Awards, Loeries and LIA.

LEADERSHIP PANEL

Adel Baraja Publicis Communications, KSA

Ahmed Younis Chief Creative Officer, Publicis Communications KSA & Egypt

Sebastien Boutebel Chief Creative Officer, UAE

Nathalie Gevresse CEO, Publicis Communications, UAE

Aunindo Sen Executive Creative Director, Publicis Middle East

Tuki Ghias Executive Creative Director, Publicis Middle East

Nathalie Gevresse CEO, Publicis Communications, UAE

Youssef Naaman CEO, Publicis Communications, Levant

Malek Ghorayeb Chief Creative Officer, Publicis Communications, Levant

Founded: 2000

Head of company: Reda Raad

Number of sta : 200+ tbwaraad com romy.abdelnour@tbwaraad.com (Public Relations) muriel.lechaczynski@tbwaraad.com (New Business) +971 4 425 8888

We are The Disruption® Company, a collective of creative minds with an unlimited creative canvas. We use creativity to help businesses challenge the status quo and capture an unfair share of the future. Named one of the Middle East’s Most Innovative Companies by Fast Company Middle East in 2024, 2023, 2022 and Adweek's Global Agency of the Year in 2024, 2022, 2021 and 2018. We are a disruptive brand experience company that uses trademarked Disruption® methodologies to help businesses address their challenges and achieve transformative growth. Our collective is made up of passionate, dedicated individuals with expertise across the total brand experience — from retail to social and digital, from B2B to experiential, from innovation to production, from design to content.

SERVICES

Integrated marketing communications, strategic brand management, advertising and content creation, digital, social and mobile, public relations.

DIGITAL

Our digital services, driven by Disruption®, fuel transformative growth through strategy, ideation, and execution. We specialize in performance marketing, SEO, Creative Intelligence (AI-powered insights), and custom AI solutions. Our expertise extends to loyalty-building through CRM-driven engagement, seamless e-commerce experiences, and innovative digital products — from chatbots to tailored web and app solutions — delivering holistic and impactful digital journeys.

KEY CLIENTS

Abu Dhabi Media Office, Apple, AWR Rostamani Arabian Automobiles, Commercial Bank of Dubai, CNN, du, Essence, Gatorade, Henkel, Hilton, Infiniti, Johns Hopkins, KFC, Meta, NEOM, Nissan, Philips, Pladis.

INNOVATION

NEXT is our innovation practice that helps brands push boundaries and craft breakthrough brand experiences. By analyzing cultural shifts and emerging technologies, we use our unique methodology—Disruption, Mapping, and Structures —to uncover powerful "What Ifs." These bold ideas open new spaces for brands today while future-proofing them for what’s next. We turn Disruption® into opportunity, ensuring brands don’t just deliver on the brand experience and keep up —they lead.

SOCIAL

LEADERSHIP

Our social media offering redefines marketing conventions while seamlessly aligning with brand strategy. By integrating social and content production (BOLT Content), we deliver a comprehensive 360° solution—from brand storytelling to campaign-driven social and community-led brand building. It all starts with a strong, insight-driven social strategy that shapes platform-first content, capitalizes on trends and formats, and embeds community engagement alongside reputation management. Powered by data and analytics, focused through an innovation lens, we ensure meaningful insights through impactful reporting and real-time social listening.

AWARDS

-Most Innovative Companies in the Middle East 2024, 2023 & 2022 Fast Company Middle East

-Best Workplaces for Women 2024 Fast Company Middle East

-The World's Most Innovative Companies 2023, 2022, 2021, 2020, 2019 Fast Company

-Great Place to Work Certified 2024

-Global Agency of the Year 2024, 2022, 2021, 2018

Adweek

therine Bannister hief Strategy O cer

Joe Lahham Managing Director

Salwa El Meniawy Chi f Finan i l O

Muriel Lechaczynski Chief Growth Officer

Noah Khan Regional President Digital & Innovation CEE, MEA - NEXT

Rony Skaf Executive Digital Director NEXT

Tony Kayouka Head of Social & Content - BOLT

Managing Director - Nissan United

BRING BACK BRAVERY, DARE TO DISRUPT

As the number of creative agencies continues to grow in 2025, what factors are key to distinctiveness and differentiation in a crowded and competitive market?

Agency culture: In an era defined by volatility – where everyone’s tempted to play it safe – the real danger is not taking creative risks. A strong internal culture is the antidote. By fostering collaboration, creativity and inclusivity, we empower teams to challenge conventions and stand out amid the noise. This environment of shared courage enables work that resonates powerfully.

Alignment and consistency: Clarity on who you are and what you stand for carries immense weight in unpredictable times. Agencies that remain consistent in their values and operations – from internal processes to client relationships – build enduring trust. It’s this steadfastness that allows them to continue taking bold creative steps without losing sight of their core identity.

Philosophy/mantra: Every agency needs a guiding and unifying principle that informs how it approaches work and partnerships. For us, Disruption® is a driving force – pushing us to break conventions and look at challenges from unexpected angles. This philosophy nurtures our entire operating model, fueling innovative thinking and bold executions.

People: Ultimately, it’s people – diverse in background, perspective and expertise – who push boundaries and keep the work fresh. When you blend varied talents under a unifying, disruptive mindset, you get the kind of bold thinking that cuts through the clutter.

Could you comment on whether the coming together of local culture, craft and commerce is critical to creativity in 2025?

I believe the fusion of local culture, craft and commerce is not just important – it’s absolutely essential for creativity in 2025.

Local culture: Grounding ideas in local insights ensures that campaigns resonate deeply. When we understand the nuances of people’s behavior, traditions and aspirations, we can develop work that speaks to them and connects in a meaningful way.

Craft: In a world increasingly driven by AI and “quick fixes,” genuine craftsmanship is the differentiator. It’s the layer of artistry that elevates good ideas into memorable, standout work, helping brands cut through the noise.

Commerce: Creativity should always drive tangible impact. We’re in the business of delivering solutions that boost our clients’ bottom line. By marrying culturally relevant storytelling with craft, we help brands connect with audiences in a way that ultimately drives sales and growth.

In your opinion, what are the most significant changes the creative industry has witnessed during the past 12 months?

The impact of AI: Over the last year, AI has shifted from a novelty to a standard tool in our creative arsenal. It is helping people generate ideas, optimise media placements and personalise customer experiences at scale.

The Rise of hyper-personalisation: Consumers now expect highly tailored content. Data-driven insights allow us to deliver messages that speak directly to individual preferences, making experiences more relevant and impactful..

Purpose-driven creativity: We continue to see an increasing emphasis on work that not only sells but also serves a higher purpose. Brands are being held accountable, and consumers are seeking out those that show genuine commitment to social and environmental initiatives.

Marketers who focus solely on short-term gains often surrender enormous long-term opportunities. The most effective work stems from challenging norms and engaging with audiences in unexpected ways. In a cluttered market, the real risk is failing to stand out. Brands need to be brave, take risks, disrupt.

Can you share an example or two of how audience analytics, behavioural data and AI informed creative intelligence?

At TBWA\RAAD, we see AI as a creative catalyst. Guided by neuroscience principles, our proprietary AI looks at four key factors –attention, emotion, memory and cognitive demand – to measure effectiveness. We benchmark these insights against industry standards across social media, out-of-home, digital display, and more, ensuring our work is not only visually striking but scientifically validated to capture hearts and minds. In short, it’s creativity backed by science.

A powerful example is our data-driven work for KFC, recognised at the MENA Effie Awards. We used AI to analyse KFC’s content, mapping critical elements – food, colours, people, emotions, text and even furniture – to performance data. One game-changing insight was that close-ups of food outperformed promotional ads, leading us to prioritise mouthwatering visuals over discounts. This move tripled KFC’s app sales in one year, increased downloads by 62 per cent and boosted app sessions by 71 per cent. Here, AI wasn’t just a data tool; it became a guide for disruptive creative strategies that delivered significant results.

The creative industry needs to wake up from ...

The creative industry needs to wake up from playing it safe. Too many brands are stuck in a cycle of predictable storytelling, mistaking familiarity for effectiveness. But safe ideas don’t shift culture. Creativity should challenge, provoke and demand attention. If the industry keeps recycling the same ideas, audiences will tune out. It’s time to break the pattern and create work that truly moves and impacts culture.

Vice Creative Services MENA

Founded: 2021

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

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

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

KEY CLIENTS: Royal Commission of Riyadh, Saudi Tourism Authority, Neom

Virtue Worldwide

Founded: 2006

Head of company: Tarek Khalil, Regional Managing Director

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

Virtue, the agency powered by VICE Media Group, builds brands from inside culture. A full-service strategic and creative agency with industry-leading expertise, Virtue helps brands find an authentic voice at the epicentre of culture. With a presence in over 17 cities across 13 countries, Virtue is a ‹borderless› agency. VICE Media Group is the largest youth media company in the world and was named the second most awarded creative company at Cannes Lions 2022.

SERVICES: Consultancy, strategy, creative, production, experiential

VML

Founded: 2024

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

VML is a leading global creative company — formed from the unification of Wunderman Thompson and VMLY&R — two of the most-awarded creative agencies in the world. VML creates connected brands to drive growth. VML is celebrated for its innovative and award-winning work for blue chip client partners.

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

KEY CLIENTS: BAT , Ford , DET Dubai , Microsoft, New Murabba Development, Coca-Cola , Samsung , RTA, Jotun, L’Oreal , PIF, Haleon, STC, Al Shaya Group, Yahsat, Nestle, HSBC

Watermelon

Founded: 2001

Head of company: Madhu Kuttat info@watermelonme.com

We are a group of people bound by a passion for advertising. We seamlessly blend comprehensive brand knowledge, extensive competitive information and intuitive consumer insight to create targeted and creative communication that works.

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

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

Xelement

Founded: 2013

Headquartered: Riyadh

Managing partners: Mazin Al Hassan, Noor Al Hassan, Amro Aboonoq info@xelement.co

SERVICES: Advertising; marketing; consultancy; creative work

Warriors Truly Fearless

Founded: 2023

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

Warriors Truly Fearless is an independent advertising agency dedicated to delivering bold creative, innovative, smart, and efficient solutions. The agency is founded and co-led by Fadi Saad and Walid Soueidi, two heavyweight veterans of the marcoms industry in Saudi Arabia and the MENA. The agency was born from the belief that every brand should be a warrior to attain and maintain leadership in such a complex and fast-moving environment. The Warriors specialise in accelerating brands› and businesses› performances through intelligence, planning, and foresight.

SERVICES: Brand and marketing consultancy, brand planning, integrated marketing, corporate communications, content marketing, campaign creation and activation, social, PR, corporate identity and branding, digital marketing and communications, media

Yellow Branding Consultancy

Founded: 2017 Head of company: Mamta Varerkar hello@welcometoyellow.com

Yellow is a brand management consultancy based in Dubai Design District, which creates, revitalises and manages brands to drive growth and business change. Yellow is a boutique agency that has successfully launched new, innovative brands like CAFU, and has worked with legacy brands like Barakat and Pan Emirates to revitalise them.

SERVICES: Brand strategy and identity development; communication strategy; advertising campaigns; digital creative campaigns; social media services

You Experience

Founded: 2013 Number of staff: 55 Offices: Dubai, Beirut, Cairo WantResults@youexperience.net

YouExperience is an independent brand communications agency with a fearless spirit and a curious lens that’s constantly training its focus on the cultural zeitgeist, emerging technologies, Gen Z and post-millennials. Our audience-first approach combined with piercing strategic insights and data-informed creativity enables us to forge meaningful relationships between brands and people.

SERVICES: Transformational brand strategies; data analytics; cross-media integrated campaigns; digital storytelling; branded activations; shopper marketing; social media management; MR (mixed reality) gaming; e-commerce optimisation; and more

Zan Agency

Founded: 2015 Regional office: Saudi Arabia - Riyadh Info@zanagency.com

SERVICES: Research and analytics, branding, communication, creative strategy, campaigns, and gifting solutions.

KEY CLIENTS: HRSD, MC, MOC, ADC, Film Commission, LPT Commission, Museums Commission, Culinary Arts Commission, Zatca, and Elm.

Zia Creative Network

Founded: 2009

Offices: Dubai, Abu Dhabi and Halifax (Canada) CEO: Waseem Yakdi

Creative directors: Ahmed Alkhatib; Amir Yakdi (film production) info@zianetwork.com

SERVICES: Advertising and marketing; photography and video production; PR; event management; digital marketing; web design and development

Founded: 2017

Heads of company: Ahmed El Sherbini, Chief Executive Officer & Nisha Dembla, Chief Creative Officer Number of staff: 20 thinkhuman.ae

+971 50 647 2258

a.sherbini@thinkhuman.ae

As part of Al Gebely Holding, Think Human is an integrated creative and media consulting firm that believes strong, creative ideas have the power to connect with consumers and transform businesses. We believe that creativity goes beyond campaigns, platforms or industries – it is rooted in strategy and insights that solve business challenges, achieve marketing objectives, and spark meaningful connections. Our expertise spans across 360-degree creative solutions, brand campaigns, film production, social, digital, media, events, and more. At Think Human, we don’t just create – we collaborate, innovate, and drive lasting business growth through powerful, result-driven ideas.

SERVICES: Brand campaigns, brand strategy, media buying, social, digital and performance marketing, SEO, SEM, film production, events and activations, and influencer marketing.

KEY CLIENTS: One Development, BEEAH Group, Al Gebely Holding, Mom Store, Al Fanar Gas, and Carter’s.

AWARDS: The agency has helped many clients win awards in their industries, like MECSR awards won for Mall of the Emirates, City Centre Malls, Aldar Retail, Deerfields Mall, Merex - City Walk, The Beach, La Mer, and EN Awards for Informa Consumer Event – Najah.

LEADERSHIP PANEL

letstalk@thinkhuman.ae I thinkhuman.ae

Nisha Dembla Chief Creative Officer

Rahul Da a Senior Media Manager

Ahmed El Sherbini CEO

MEDIA AGENCIES

Acorn Strategy

Founded: 2010

Headquartered: Abu Dhabi, UAE Head of company: Kate Midttun hello@acornstrategy.com

Acorn Strategy is an award-winning marketing and communications agency, specialising in smarter, integrated strategies that deliver measurable results. With a global reach and offices in Abu Dhabi, Dubai, KSA, Jakarta, Melbourne, and London, Acorn Strategy supports clients across diverse industries by blending insights, creativity, and precision.

SERVICES: Strategy-led integrated thinking, PR & strategic communications, digital marketing, brand & design, marketing operations & advisory

KEY CLIENTS: Department of Energy, ruya Bank, Emirates Water & Electricity Company, Abu Dhabi Global Market, Safeen Subsea

Aló

Founded: 2014

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

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

SERVICES: Digital media planning and buying, social media advertising, search engine marketing, media budget management

Aleph (formerly Connect Ads)

Founded: 2005

Head of company: Gaston Taratuta

Aleph empowers businesses and communities in fast-growing markets by building and supplying proprietary technologies with localised solutions, offering local teams of industry and platform experts.

SERVICES: Advertising solutions, technology solutions, payment solutions, education solutions

KEY CLIENTS: We work with all the big six agencies as well as regional tier 1 and tier 2 agencies

AMC DMCC

Founded: 1988

Headquartered: Dubai enquiry@amcuae.com

AMC DMCC navigates the evolving media landscape, delivering data-driven solutions that maximise ROI. Leveraging cutting-edge technology and deep market expertise, we craft impactful campaigns across all channels, from traditional to digital.

SERVICES: Brand research and audience analysis, media planning and buying, traditional and digital media activations, influencer and experiential marketing, and more.

KEY CLIENTS: Sorbonne University, Rolex, Tudor, Deerfields Mall, Tadweer, TDRA, Vinfast, OMODA & JAECOO and many more.

Founded: 2014

Headquartered: Dubai, United Arab Emirates

Number of staff: 11 +971 4 365 3700 sales.me@zee.com www.zee.com

Senior Director – AD Sales CAT 2

Associate Director – AD Sales CAT 2

MEDHAT HOUALLA

Executive Vice President – Ad Sales & Syndication

WHAT ARE THE MAJOR SHIFTS IN MEDIA CONSUMPTION PATTERNS OVER THE PAST 12 MONTHS?

Despite the rise of digital platforms, TV continues to be a cornerstone of media consumption in MENA, especially for highimpact brand storytelling. ‘Premium content’ such as drama series, sports, and major events still commands high viewership, particularly in Saudi Arabia and the UAE. We have reinforced TVs role within integrated campaigns, ensuring seamless cross-channel amplification with digital and social platforms.

The introduction of Saudi Arabia’s first official people meter system has provided advertisers with more precise, data-driven TV measurement, offering deeper insights into audience behaviours and viewing patterns. This has strengthened confidence in TV investments. We are leveraging these improved measurement tools to optimise ZEE Arabic channels content offerings and build the channels grids focused on delivering committed KPIs with our advertisers.

The shift towards Connected TV (CTV) and Video-on-Demand (VOD) has not replaced traditional TV but rather enhanced the overall viewing experience. Hybrid consumption is growing, with audiences engaging across linear TV, OTT platforms like Shahid and Samsung Plus and broadcaster-owned digital extensions. We are blending traditional TV buys with programmatic

ATL Media, a Zee Entertainment company, is the commercial arm of ZeeEntertainment and other media networks in the MENA region, it provides comprehensive media advertising services to brands that seamlessly integrate television and digital platforms, employing a holistic 360-degree approach. ATL Media is the exclusive media representative of all Zee channels, Cartoon Network channels, Fatafeat and GulfBuzz in the region, along with Empire Cinemas in KSA.

SERVICES: Media advertising solutions (TV, digital and cinema), media representation, brand integrations, advertising-funded programmes and content syndication.

KEY CLIENTS: Unilever, P&G, Ferrero, Recki Benckiser, and GlaxoSmithKline.

INDUSTRY SNAPSHOT

CTV advertising, ensuring precision targeting and seamless brand storytelling across screens. Zee Alwan YouTube Channel, and ZEE Aflam and ZEE Alwan FAST Channels on Samsung Plus are examples of that extension.

Seasonal and live-event programming (e.g., Ramadan series, football tournaments, and reality shows) continue to drive appointment viewing, reaffirming TV’s role in delivering mass reach and emotional impact. We have deepened our investment in content partnerships for Ramadan 2025, promising our viewers and clients an exceptional experience. Zee Alwan Ramadan Grid will be built on premium and epic content.

IN 2025, THE KEY TO STRENGTHENING CLIENT TRUST WILL REST UPON ...

Delivering on efficiencies and KPIs with complete transparency is the key diver to strengthen the trust with the trust. Creating an engaging content utilising social assets and offering multiplatform solution as a one stop agency has impacted with incremental trust from our clients.

COULD YOU SHARE YOUR COMMENTS ON THE POWER OF TEAMWORK AND THE SCALE AND SKILL OF YOUR TEAMS?

Teamwork has been one of the most critical assets that ATL Media needed in 2024, as it was transition in representing Zee channels after three years. The team came together and delivered on the objective. The team has taken the challenge further by adding and onboarding new partners with ATL Media. We will be announcing soon our new partner for 2026. The team in scale is present across UAE, KSA and

Egypt and working on three verticals: agency, direct and third-party tie-ups.

WHAT IS YOUR TAKE ON THE RISE OF AGENTIC AI IN 2025 AND ITS EFFECT ON THE MEDIA INDUSTRY?

The rise of agentic AI in 2025 is transforming MENA’s media industry by automating content creation, personalisation, and distribution. AI-driven platforms now generate hyperlocalised Arabic content, optimise audience engagement, and even produce virtual influencers. Streaming services leverage AI to curate highly personalised experiences, while advertising shifts toward AI-driven targeting. Media jobs are evolving, with AI handling repetitive tasks and human creators focusing on strategy and creativity. As AI autonomy grows, MENA’s media landscape must balance innovation with ethical and regulatory challenges.

LEADERSHIP PANEL

Rajshree Das Director – Ad Sales

Samer El Hajj Director – Sales (KSA)

Joana Saab Senior Sales Manager

Ritu Pardasani Senior Sales Manager

Nikhil Gopakumar

Amer El Daouk

BMEG ME

Founded: 2021 Head of company: Shekhar Iyer shekhar.iyer@dailyhunt.me

Bharat Media Group is a 360-degree response driven media planning and buying agency. At BMEG we are actively listening, researching, brainstorming ideas to grow your business. We provide integrated solutions expertise in building business, brand and goodwill.

SERVICES: 360-degree media planning and buying, design and technology integration, brand strategy, creative solutions

KEY CLIENTS: Deem Finance, Bharat Thakur Artistic Yoga, BD Appliances, Dailyhunt, Josh

Daydreamer

Founded: 2021

Head of company: Christine Abi Assi christine@daydreamer.agency

We are Daydreamer, a regional media, communications and branding agency, based in Dubai, Kuwait, Jeddah and Beirut, with connections in all Arab markets. We believe in the power of storytelling and the importance of a solid brand identity. Our objective is to assist you in achieving your communication vision, while executing efficient strategies and becoming an extension of your brand.

SERVICES: Public relations, media buying, communications, events, branding

C2 Comms

Founded: 1988 Head of company: Roy Aftimos

Headquartered: Dubai, United Arab Emirates business@c2comms.cx

C2 Comms turns media into momentum. Every move is deliberate, every campaign precise, rooted in insight and designed to resonate. By analysing digital body language, we identify the right moments to engage, ensuring brands connect when and where it ma ers most. From programmatic finesse to digital grit and classic media craft, we navigate the clu er, keeping conversations open with the channels that shape the media landscape. The result? Brands that are impossible to ignore.

SERVICES: Media strategy, implementation, channel planning and orchestration.

KEY CLIENTS: Dubai Culture and Arts Authority, Porsche Centre Dubai Al Nabooda Automobiles, Taaleem Group, ENOC Retail Group, DWTC.

Hearts & Science

Founded: 2016 HQ: Dubai mena@hearts-science.com

Pioneering growth velocity, Hearts & Science delivers game-changing results through end-to-end solutions that simplify the consumer journey and maximise conversions.

SERVICES: Media planning/buying, e-commerce, marketing science, roi modeling, digital transformation, growth acceleration, martech and crm consultancy.

Bloomberg Media Studios is the strategy, creative and content powerhouse within Bloomberg. We move the people that move the world through datadriven storytelling that fuels their curiosity, passion and ambition. Our creative expertise bridges regional and international perspectives with Studios in New York, London, Dubai and Singapore. Our full-service studio in Dubai caters to all key markets in the Middle East and beyond, delivering integrated campaigns across Bloomberg’s digital, OTT, social and events platforms for maximum impact.

Founded: 2017

Head of company: Ashish Verma, Global Head of Creative and Bloomberg Media Studios

Headquartered: New York, NY bloombergmedia.com/studio +971 52 955 2900 anayak18@bloomberg.net

SERVICES: Brand positioning, strategy and insights, content development, campaign activation, video production and experiential design.

AWARDS WON: Tellys, Webbys, Cannes Corporate, Collision Awards, Signal Awards, and more.

Middle East & Africa,

LEADERSHIP PANEL

Ashish Verma Global Head of Creative and Bloomberg Media Studios

Nicola Porter Executive Editor, Bloomberg Media Studios

Amit Nayak Managing Director,

Bloomberg Media

Founded: 2004

Regional offices: Dubai, Abu Dhabi, Riyadh, Jeddah, Kuwait, Beirut, and Casablanca.

Ownership: Horizon Holdings (51% IPG; 49% Rafic Saadeh) bpnmena.com +971 4 332 3304 info@bpnmena.com

Founded: 2011

Head of company: Shadi Abdulhadi

Offices: Dubai, Abu Dhabi, Bengaluru, Cairo, Jakarta, Jeddah, Riyadh, Shanghai, Singapore and Tirana Number of staff: 187 boopin.com + 971 4 4255 365 info@boopin.com

HORIZON HOLDINGS management: Rafic Saadeh, Executive Chairman; Mazen Jawad, CEO; Joe Jabbour, CFO.

BPN MENA management: Antonio Boulos, President; Carlos Yeghiazarian, General Manager; Bachir Zeidan, Head of Digital.

We are an IPG Mediabrands full-service media planning and buying company with a strong network across GCC, MENA and internationally.

Data informs everything we do. We use data to extract actionable insights, and create more intelligent media solutions to uncover value and unlock full market potential for our clients. Our agile business model is designed to deliver high performing communications solutions, and to help clients solve complex business challenges and identify new business opportunities.

SERVICES: Data management, customised consumer and category research, strategy and business planning, media planning and buying across all traditional and digital media channels, and ROAS measurement and a ribution modelling.

Hello there, we are Boopin!

Boopin is one of the fastest-growing independent agencies, led by a team of more than 180 passionate creators and marketers, each driven by a desire to tell memorable stories and create exceptional experiences for brands and consumers. Our dedicated channel experts work as a team, ensuring we take a tactical approach to each channel while delivering a comprehensive 360-degree response.

TECH PARTNERS: Google, Meta, Twi er, Tiktok, Snap, Oracle, and Amazon.

SERVICES: Performance marketing, media planning and buying, digital infrastructure, digital transformation and automation, customer data platform facilitation and strategy, social content management and production, pr and influencer marketing, dynamic creative, API integration, web/app design and development, SEO and data visualisation

KEY CLIENTS: Abu Dhabi Porta, Lucid Motors, Petromin Stellantis, ADNOC Group, Department of Culture & Tourism, Government Media Office, Baja Foods, GEMs Education, IG Group, Masdar, Informa, Deyaar, Shein, Xiaomi, EVIQ, Pure Health, and Coffee Address.

LEADERSHIP PANEL

Amir Tawaf Egypt GM

Prasad Sawant Performance Director

Lyna Domiati Regional Creative Director

Yasmine Sharawneh Regional Communication Director

Reine Hammoud KSA GM

Zeena Kurd UAE GM

LEADERSHIP PANEL

Antonio Boulos President

Carlos Yeghiazarian General Manager

Mazen Jawad CEO Horizon Holdings

Bachir Zeidan Head of Digital

Naji Younes Head of Research & Strategy

RAZMIK KALAIDJIAN

Regional Managing Director, Boopin

WHAT ARE THE MAJOR SHIFTS IN MEDIA CONSUMPTION PATTERNS OVER THE PAST 12 MONTHS, AND HOW HAVE THESE AFFECTED YOUR STRATEGIES?

In today’s world, strategies are revisited every 3–6 months given that changes are constant and notable across industries, especially in marketing, content creation, and advertising. Here are some of the major shifts and how they have affected media strategies:

1. Adaptation to short-form content – Companies are focusing on creating videos that capture attention within the first few seconds and are optimised for mobile devices.

2. Personalisation – With the heavy reliance on data analytics and AI, more personalised content is driving higher engagement and ROI.

3. Social commerce – Social media platforms have increasingly integrated e-commerce features, enabling direct shopping experiences. Hence, the “Buy Now” trend marks a major shift towards seamless, community-driven marketing. These shifts make it essential to revisit

strategies and adjust where relevant by embracing new technology, platforms, and staying close to consumer preferences.

IN 2025, THE KEY TO STRENGTHENING CLIENT TRUST WILL REST UPON...

1. Collaboration – Because the ultimate goal is driving clients’ business forward. Many challenges shake how we operate in a new AI-driven world. The navigation, adoption, and implementation of bold new technologies require collaboration at the highest level of engagement, as the goal is to deliver smarter, data-driven solutions without losing the creative side of our business.

2. Adaptability – Because the media world is dynamic by nature. With constant shifts in technology, media consumption habits, and consumer behaviour, adaptability becomes

“Marrying the worlds of creativity and data will continue to cause challenges in our industry.”

core. Swiftly adapting to these changes helps clients place trust in their agencies.

3. Performance and ROI – Although in essence generic, it remains the foundation of everything we do. The demand for better performance will not stop. Marrying the worlds of creativity and data will continue to cause challenges in our industry, and focusing on short-term success for long-term brand value is also part of the performance metrics.

OFTEN UNDERPLAYED, COULD YOU SHARE YOUR COMMENTS ON THE POWER OF TEAMWORK AND THE SCALE AND SKILL OF YOUR TEAMS?

This brings me to the football analogy, where you notice that individual brilliance is valuable; however, it’s the power of a well-constructed team of 11 players that wins trophies.

The same applies to all team-driven businesses or sports. When teams bring together a combination of skill sets, diverse backgrounds, and shared values, they can create exceptional work that delivers real impact on clients’ businesses. As mentioned in a previous section, where collaboration is key for 2025, that starts with internal collaboration.

WHAT IS YOUR TAKE ON THE RISE OF AGENTIC AI IN 2025 AND ITS EFFECT ON THE MEDIA INDUSTRY?

As defined, agentic AI—AI systems capable of acting independently, making decisions, and performing tasks with minimal human intervention—will have a profound effect on all industries, not just the media industry. It will be a double-edged sword. On one hand, agentic AI will enable faster content creation, more personalised experiences, and deeper audience engagement. On the other hand, it raises concerns about the loss of human creativity, job displacement, and the potential for manipulation. Media companies, creators, and regulators will need to work together to harness the benefits of this technology while addressing its risks, maintaining a balance that prioritises both innovation and responsibility.

HOW CAN THE COLLABORATIVE ENVIRONMENT BETWEEN CLIENTS AND AGENCIES IMPROVE?

Improving collaboration is primarily divided into three clear areas:

1. Establishing open dialogue

2. Mutual respect

3. A common understanding of success Agencies need to show they are leveraging technology, being agile, and continuously building trust through transparency. Clients need to give agencies the space they need to be creative, share data that can improve campaign performance, and be open to testing and learning (within boundaries), as our business is not an exact science but a combination of science and creativity.

IN YOUR OPINION, HOW IMPORTANT WILL IT BE FOR MEDIA AGENCY LEADERS TO BE BOLD AND PUSH BOUNDARIES A BIT FURTHER IN THE MONTHS AHEAD?

Being bold can carry different meanings to different leaders. It is not only about being bold but also about being bold in finding solutions that help clients achieve their objectives. Whether that solution is data-driven, AI-driven, content-driven, or an application of a new technology, the critical measure is how bold we were in solving the challenges clients faced.

Founded: 2010

Head of agency: Fiona Black, Managing Director

Number of staff: 112 carat.com

+971 4 447 4996 mena.growth@dentsu.com

Saadeddine Nahas

Head of Product and Partnership, dentsu Media

FIONA BLACK

Managing Director

WHAT ARE THE MAJOR SHIFTS IN MEDIA CONSUMPTION PATTERNS OVER THE PAST 12 MONTHS, AND HOW HAVE THESE AFFECTED YOUR STRATEGIES?

Over the past year, we’ve seen a significant acceleration in digital consumption, particularly among younger demographics who are increasingly prioritising short-form content across platforms like TikTok and Instagram. This shift has prompted us to enhance our strategies, focusing on creating more engaging, bite-sized

Carat stands as a trailblazer in the media landscape, having pioneered the belief in media’s transformative power. From our roots as the first-ever media agency, we have evolved into a robust global network, recognised as a leader among media agencies by Forrester. With more than 12,000 experts across 100+ countries, we excel at merging technology with empathy to drive brand growth. As part of the dentsu family, we leverage a collective strength of 40,000 professionals worldwide, crafting impactful media experiences that connect people and brands. We are dedicated to fostering innovation for some of the world’s most iconic brands.

SERVICES: Consumer intelligence and data, media strategy, media planning, media buying and investment, performance marketing and commerce, marketing effectiveness, partnerships and innovation

KEY CLIENTS: General Motors, Mastercard, Microsoft, Hungerstation, Ferrero, Kraft Heinz, Standard Chartered Bank, Vodafone, Arla, Valvoline

AWARDS: (2024) 1 Bronze MMA Smarties MENA, 2 Sliver MMA Smarties KSA, 7 Gold MENA Digital Awards, 1 Silver MENA Digital Awards, 1 Bronze MENA Digital Awards, 1 Grand Prix MENA Digital Awards, Network of the Year MENA Digital Awards, 1 Highly Commended Athar Award, 4 Bronze MENA Effie, 1 Gold MENA Effie

LEADERSHIP PANEL

INDUSTRY

SNAPSHOT

content that resonates with these audiences while ensuring we leverage data-driven insights to optimise reach and effectiveness.

IN 2025, THE KEY TO STRENGTHENING CLIENT TRUST WILL REST UPON... Transparency and authenticity will be paramount. Clients are looking for agencies that not only provide results but also foster open communication about strategies and outcomes. By sharing insights and data in real-time, we can build stronger relationships based on trust, ensuring that clients feel confident in our partnership and the direction we’re taking their brands.

OFTEN UNDERPLAYED, COULD YOU SHARE YOUR COMMENTS ON THE POWER OF TEAMWORK AND THE SCALE AND SKILL OF YOUR TEAMS?

Teamwork is our cornerstone. At Carat MENA, we pride ourselves on having diverse teams that bring a wealth of perspectives and expertise. This collaborative spirit enables us to tackle complex challenges creatively and effectively. Our scale allows us to leverage global insights while our skilled professionals ensure that each campaign is tailored to our clients’ unique needs, driving impactful results.

WHAT IS YOUR TAKE ON THE RISE OF AGENTIC AI IN 2025 AND ITS EFFECT ON THE MEDIA INDUSTRY?

Agentic AI is transforming the media landscape

by enabling more personalised and efficient audience targeting. As this technology matures, it will empower us to make data-driven decisions at unprecedented speeds, enhancing our ability to connect brands with consumers. However, it’s crucial to balance automation with the human touch, ensuring that creativity and empathy remain central to our strategies.

HOW CAN THE COLLABORATIVE ENVIRONMENT BETWEEN CLIENTS AND AGENCIES IMPROVE?

Enhancing collaboration requires establishing clear communication channels and encouraging ongoing dialogue. Regular check-ins and brainstorming sessions can foster a more integrated approach, ensuring that both clients and agencies are aligned on goals and strategies. By co-creating solutions and sharing insights, we can drive innovation and achieve better results together.

HOW IMPORTANT WILL IT BE FOR MEDIA AGENCY LEADERS TO BE BOLD AND PUSH BOUNDARIES A BIT FURTHER IN THE MONTHS AHEAD?

Boldness will be essential as we navigate an evolving media landscape. Leaders must be willing to embrace change and take calculated risks to explore new opportunities. Pushing boundaries not only fosters innovation but also positions us as thought leaders in the industry. As we face new challenges, being proactive and visionary will be critical in driving growth and delivering exceptional value to our clients.

Bassem Hoss Performance Lead

Sophie Macleod Business Director

Mohamad Ghandour Business Director

Julie Larguier Business Director

Ahmed Safwat Business Director

iMetric Digital

Founded: 2018

Head of company: Saad Sraj

Headquartered: Beirut and Riyadh

iMetric is a full-service agency dedicated to grow brands by combining metrics with innovation and people skills. We build holistic, integrated digital media campaigns that utilie a mix of customised solutions that fit each and every brand.

SERVICES: Digital media planning and buying, data and analytics, SEO and SEM, programmatic advertising, social media management

The Inhouse Agency

Founded: 2023

Head of company: Rasha Hamzeh

Headquartered: UAE admin@theinhouse.agency

The Inhouse Agency revolutionises agency models by pooling skilled professionals and boutique companies from diverse sectors. We serve as an in-house extension for clients, offering specialised teams tailored to any marketing need, with credibility and expertise as our cornerstones.

SERVICES: Cross-channel media strategies, media planning and buying, data analysis and reporting, competitive analysis, brand integration and sponsorship opportunities

KEY CLIENTS: Wisewell, Opensooq, Al Mulla Exchange, Oman Chips, New Media Academy

Incubeta

Founded: 2001; 2022 (MENA)

Regional offices: Dubai, with offices in Riyadh and Jeddah hello-mena@incubeta.com

Incubeta is a digital marketing partner that drives business growth through bespoke Media, Creative, and Technology solutions. Our award-winning approach has resulted in longstanding partnerships with brands in multiple sectors, including retail, travel, finance, entertainment, and more. Our specialist teams find innovative ways to take businesses further, faster.

SERVICES: Creative services including content creation, video production and communication strategy, digital media performance marketing, social media management, SEO, adtech / martech consulting, global sales partner for Google Marketing Platform

Jellyfish

Founded: 2005

Head of company: Shanil Jagatia (MENA managing director) Dubai@jellyfish.com

Jellyfish is a new kind of marketing performance company for the platform world, where success demands a creative, multi-platform mindset. Our One Jellyfish approach helps brands thrive by navigating, connecting, and harnessing the platforms that drive growth. Working within a unique, global operating system and culture, designed for agile collaboration, we give brands a Platform to Perform.

SERVICES: Media, training, analytics, digital transformation, SEO

Equation Media is the media planning and buying unit of The Network Communication Group. The media agency’s services are propelled by consumer insights and data analytics as they use a fusion of first-rate research methods, experience and analysis to serve clients and help them create meaningful connections with their audiences. Forming the perfect equation through innovation, experience and performance, the team strives in taking a leap forward as we shift from assumption based marketing into predictive models and relies on an integrated network to craft the right solution to business needs.

Founded: 2013

Offices: Dubai, Beirut, Cairo, Jeddah and Riyadh.

Chairman: Roger Sahyoun

Number of staff: 75+ equation-media.com +971 4 453 7711 info@equation-media.com

SERVICES: Strategic media planning, integration of online and offline campaigns, social and content planning, media buying, performance marketing, retail transformation and experiential solutions, data analytics and personalised marketing solutions

KEY CLIENTS: GMG, Langnese Honey, Marina Mall, Modon, Dubai Chambers, Aston Martin, Food Retail – Promarche, Toshiba, Hisamitsu, Kobayashi, Fossil Watches, Diesel Watches, Michael Kors Watches, Armani Watches, BBAC, Franklin Templeton, GMG Foods FZCO, Taqeef Refrigeration & Air Conditioning Trading LLC, Under Armour, Surf Abu Dhabi, Marsana, Hudayriyat, Mogheira Bay, Baeshan Group

LEADERSHIP PANEL

Fadi Zeidan Regional Managing Director

Neha D’souza Senior Media Director

Rita Aoun Regional Finance Director

Joy Sahyoun Regional General Manager

Roger Sahyoun Chairman

Founded: 2013

Heads of company: Elie Haber and Johnny Khazzoum

Number of staff: 35 fusion5me.com

+971 4 443 1355 info@fusion5me.com

Client Relationships Director

WHAT ARE THE MAJOR SHIFTS IN MEDIA CONSUMPTION PATTERNS OVER THE PAST 12 MONTHS, AND HOW HAVE THESE AFFECTED YOUR STRATEGIES?

We are seeing significantly more fragmented engagement across media touchpoints, as audiences spread their time across platforms more than ever. The combination of short attention spans and the impact of context has led to surges in specific areas, such as short-form video content and, more importantly, contextually relevant ecosystems. These shifts have driven us to adopt hyper-targeted, platform-specific, and context-driven strategies.

IN 2025, THE KEY TO STRENGTHENING CLIENT TRUST WILL REST UPON... Transparency, adaptability, and measurability. The foundation of any successful client-agency partnership is mutual trust, leading to tangible, measurable business impact. Ensuring a mirroring effect – where agencies align with client structures and integrate with cross-functional teams – is essential. At Fusion5, this approach has seen clients recognise us as a partner that navigates uncertainty and delivers innovative solutions, ensuring not just impressions and clicks but real business results – from sales and brand lift to customer retention.

We are an Agile ROI Media Agency, dedicated to crafting strategies and campaigns that deliver tangible and measurable returns on investment. With agility at the core of our DNA, we maintain a laser focus on data analytics, innovative technology, and a relentless pursuit of optimisation. We stand as your trusted partner in maximising every marketing dollar spent. Our commitment is clear: when you choose Fusion5, you’re choosing a path to success where performance, innovation, profitability, and your bo om line are our top priorities.

TECH PARTNERS: Adjust, Kochava, Google GCP, Funnel.io, Anthropic

SERVICES: Planning and strategy, digital and performance, client leadership, social and community management, media buying, tech integrations, and data visualisation and analytics.

KEY CLIENTS: ADNOC, Mubadala, DEWA, ADIB, Lotus, Aston Martin, De’Longhi/ Kenwood Group, Saudi Games, Dar Global, Mai Dubai, Al Ain Farms, Costa Coffee, Sunwhite, and Metlife.

AWARDS: Campaign Independent Media Agency of the Year 2024 Middle East; MENA Digital Awards – 2023/2024 Agency of the Year.

LEADERSHIP PANEL

OFTEN UNDERPLAYED, COULD YOU SHARE YOUR COMMENTS ON THE POWER OF TEAMWORK AND THE SKILL OF YOUR TEAMS?

Legendary basketball coach Phil Jackson once said, “The strength of the team is each individual member. The strength of each member is the team.” Teamwork is the backbone of any successful agency, particularly given today’s complex and diverse landscape. As agency rosters expand beyond planners and buyers to include data scientists, creative strategists, client relationship specialists and cultural ambassadors, collaboration is what fuels true integration and impact. At Fusion5, teamwork is not just encouraged but celebrated, driving us to win Independent Media Agency of the Year in December.

WHAT IS YOUR TAKE ON THE RISE OF AGENTIC AI IN 2025 AND ITS EFFECT ON THE MEDIA INDUSTRY?

As clichéd as it sounds, agentic AI systems are already revolutionising how we strategise, plan, and execute. However, AI will only be a true gamechanger when used in conjunction with creativity. While AI enhances capabilities, the focus must remain on augmenting human creativity and decision-making, not replacing it. Autonomy is one thing – but understanding human psychology and tapping into emotional triggers is another ballgame entirely.

HOW CAN THE COLLABORATIVE ENVIRONMENT BETWEEN CLIENTS AND AGENCIES IMPROVE?

Stronger collaboration requires open communication, clear expectations, and shared goals. Too often, agencies and clients operate in silos, leading to misaligned priorities and inefficiencies. Embracing strategic discussions and a test-and-learn mindset consistently leads to deeper partnerships and more effective outcomes.

HOW IMPORTANT WILL IT BE FOR MEDIA AGENCY LEADERS TO BE BOLD AND PUSH BOUNDARIES IN THE MONTHS AHEAD?

Industry leaders must take calculated risks, challenge conventional thinking, and push boundaries in areas like AI adoption, emerging platforms, and new creative formats. Success will come from those who reimagine measurement, redefine engagement, and lead the charge in innovation.

Rudy Haddad GM – Abu Dhabi

Ramy Mouganie Client Relationships Director

Natale Panella Head of Digital

Ghida Ismail Media Director

Johnny Khazzoum Managing Partner

Elie Haber Managing Partner

INDUSTRY SNAPSHOT

RAMY MOUGANIE

Kreata Global Brand Communications

Founded: 2010

Headquartered: Dubai CEO: Deepan Param Eswar info@kreataglobal.com

SERVICES: Digital advertising, digital marketing, content services, social media marketing, web development, performance advertising, search, ATL, BTL, innovative display solutions

Means Design

Founded: 2012 Headquartered: Dubai, UAE Head of company: Lama Accary Bibi, Managing Director connect@meansdesign.ae

Means Design is a dynamic, integrated marketing communication agency renowned for its 360-degree approach. It specialises in shaping comprehensive strategies, impactful creatives, streamlined digital solutions, and effective communication campaigns. Their commitment lies in curating bespoke brand strategies and campaign execution that forge lasting relationships with their esteemed clients

SERVICES: Branding, creative, digital, communication and consultancy

KEY CLIENTS: Emaar Hospitality Group, Address Hotels & Resorts, Palace Hotels, Vida Hotels, Americana Group, Ladurée

LemonHQ

Founded: 2008

Head of company: Mohammed Naheemuddin media@lemonhq.io

LemonHQ is a business growth catalyst helping established brands and enterprises build meaningful, trustworthy relationships with their customers through authentic communications and impactful experiences.

KEY CLIENTS: Abbo Laboratories GmbH, Dubai World Trade Centre, Samsung, Abdul Latif Jameel, Liva Insurance

SERVICES: 360 digital marketing, media strategy, media planning and buying, campaign management, SEO, paid search, social ads, performance marketing, programmatic display and data analytics.

Medialinks

Founded: 2019 Headquartered: UAE Head of company: Zeeshan Sajid Amin hello@themedialinks.com

A top-tier performance marketing agency providing SEO, paid ads management, and mobile app performance marketing services to clients. UAE-Based with access to Worldwide traffic for more than 180 countries.

SERVICES: Mobile app performance marketing, search engine optimisation(SEO), paid ads management

KEY CLIENTS: Fiverr, IGP, Property Finder, Life Pharmacy, Mega Market

AFounded: 2005

Head of company: Houda Tohme, CEO Number of staff: 246 me.havas.com +971 4 455 6701 info@havasme.com

t Havas Media, we invest in media that ma ers. We understand where to find the most meaningful media using our unique Mx system. We build a Media Experience (Mx) that connects a client with their target audience – in the context of where they are, through the content they pay a ention to. The Mx System creates value for our clients by turning consumer intelligence into clear growth targets, aligning stakeholders and KPIs through the custom Mx Brief, and measuring the impact of rich and respectful media experiences. Because we believe that more meaningful media can help build more meaningful brands.

SERVICES: Media investment planning and buying, digital and performance marketing, e-commerce, data analytics

KEY CLIENTS: Nakheel, Aujan-Coca Cola, LG, Hyundai-Kia, Lactalis, Hermes, D&G, MG Motors, Saudi Tourism, Ministry of Tourism, UAE National Lo ery, Faces, British Council, Aldar, JDE, Oppo, Al Ghurair, Damiani

LEADERSHIP PANEL

David Do Rosario Head of Digital Specialties

Rami Husseini Managing Director Havas Saudi Arabia

Karine Barakat General Manager Havas Egypt

Naveen Chacko Ma hews General Manager Havas Media

Houda Tohme CEO Havas Media

Founded: 2003

CEO: Amer El Hajj

Number of staff: 750+ (MENA)

Offices: Bahrain, Egypt, Iraq, Jordan, Lebanon, Morocco, Qatar, Saudi Arabia, United Arab Emirates (HQ)

GroupM is WPP’s media investment group and the world’s leading media investment company with a mission to shape the ‘next era’ of media where advertising works better for people. The company is responsible for more than $60 billion in annual media investment, as measured by the independent research bureau COMvergence.

Through its global agencies Mindshare, Wavemaker, EssenceMediacom, Keyade and cross-channel performance (GroupM Nexus), data (Choreograph), entertainment (GroupM Motion Entertainment) and investment solutions, GroupM leverages a unique combination of global scale, expertise, and innovation to generate sustained value for clients wherever they do business.

Services & Products

Strategy & Consulting: Communication Strategy, Media Planning & Buying, Investment Strategy & Management, AdTech & MarTech Consultancy, Ecommerce, Client Growth & Development, Digital Transformation Consulting

Data & Analytics: Data Solutions & Analytics, Consumer & Market Research & Insights, Attribution Modelling, Effectiveness & ROI Measurement, Economic Modelling

Performance & Activation: Search, Social, DOOH, Programmatic, SEO, SEM, Ad Operations (AdOps)

Content & Innovation: Content Creation, Content Distribution, Content & Innovation Partnerships

Social Media: Social Media Strategy, Social Media Management, Influencer Relations

Other Services: CRM, Experiential, Sports Marketing & Sponsorships, Gaming, Advanced TV, Advanced DOOH, Integrated Video, Integrated Display, Integrated Cross-Channel, Acceleration (Always-on Transformation of Marketing Organizations), Copilot (AI Solution)

Founded: 1995

Number of staff: 30+

Choreograph is a global data products and technology company, built for a new era that demands a more purposeful approach to data. Choreograph provides a future-proof data system, orchestrating an end-to-end data enablement system that brings our clients’ customer data to life, and empowers them to move with intention.

4 873 6700 mena@groupm.com www.choreograph.com

Founded: 2009

Number of staff: 20+ (MENA)

GroupM Motion Entertainment funds, develops, produces, and distributes premium television, digital content, and awardwinning programming around the globe in partnership with the world’s leading producers, talent, networks, and platforms.

Founded: 2012

Number of staff: 15+ (MENA)

The Goat Agency was one of the first agencies to harness the power of influencer marketing for brands and have delivered thousands of campaigns for brands across Instagram, TikTok, YouTube, Twitch and more. We see influencer as a fullfunnel marketing channel, and we work with clients to devise strategies that will meet their objectives.

www.groupm-motion.com

www.goatagency.com

Amer El Hajj CEO

Abdallah Adra Head of Trading

Charbel Boujawdeh CFO

Felicity Stokes Head of Marketing & Communications

Hana Kaddaha Khatib Regional MD Levant

Pauline Rady Regional MD Client Lead

Hicham Auajjar Regional MD Practices & Solutions

Laura Gleadhill General Manager Keyade MENA

Mario Soufia Regional MD Content & Growth

Nina Hamdan Regional MD People & Talent

Associate Director The Goat Agency, MENA

Vivian Subrata

Patricia Abi Fadel Head of Investment GroupM MENA

Alan Azar Regional MD CX, Data & Tech

Get in touch

+971 4 454 7494

mena@mindshareworld.com www.mindshareworld.com

Mindshare is a media services agency that accelerates Good Growth for its clients in the age of transformation. The solutions we create are both Good for consumers and drive Growth for our clients.

We were the first purpose-built agency created by WPP and today we are 10,000 people working in 116 offices in 86 countries, helping to drive Good Growth for our clients, our people, the industry and the world.

Founded: 1999

Regional MD: Samer Majzoub

Number of staff: 250+ (MENA

Key Clients

Alat, Arab Bank, Danone, du and Virgin Mobile, Ferrero (Levant and Morocco), Henkel, Inma Bank, Mondelez (Morocco), New Murabba, NHC, Nova, Ooredoo Qatar, Property Finder, Qatar Airways, Qatar National Bank, Qatar Tourism, Red Sea Global

Get in touch

+971 4 450 7300 mena@wmglobal.com www.wavemakerglobal.com

Wavemaker is a top five global media network. It’s roster of products and services has been built with a single aim – to positively provoke growth for clients and our people through our new operation system consisting of 3 speeds of growth. We are continually developing our offer to deliver growth in a fast-changing consumer world. Many of our most progressive capabilities are core to clients, including ecommerce, content and precision marketing. Our leading global consultancy has experts to solve any communications challenge, from go-to-market ecommerce strategy to digital transformation.

Founded: 2017

CEO: Marc Ghosn Number of staff: 250+ (MENA)

Key Clients

Amazon, Colgate, Darwish Holding, DiDi, Dubai Islamic Bank, Edita, Friesland Campina, GIG, Honor, Huawei, L’Oréal, McCain, Nestlé, Netflix, Perfetti Van Melle, Total, Yahsat

Get in touch

+971 4 449 4700 mena@essencemediacom.com www.essencemediacom.com

EssenceMediacom is GroupM’s newest and largest agency, committed to delivering breakthroughs for brands in the New Communications Economy. It has disrupted the old models across media, creative, innovation and analytics to find new opportunities for advertisers and deliver truly integrated media solutions.

Our ‘breakthrough’ ambition is underpinned by our commitment to ‘continuous learning’. We aim to ensure our people fulfil their potential by investing in their whole-person wellbeing, careers and capabilities, which in turn helps grow our clients’ businesses.

Founded: 2023

Regional MD: Abdalla El Abd Number of staff: 250+ (MENA)

Key Clients

Adidas, Bayer, The Coca-Cola Company, Etisalat (Egypt), Google, L’Oréal (Egypt), Mars, ORA, PlayStation, Qiddiya, Richemont, Vodafone

Abdalla El Abd Regional MD

Alex Jevons Regional MD Operations

Kim Mascarenhas Regional Strategy Director

Marc Ghosn CEO Marie Abiad Regional Strategy Director

Samer Majzoub Regional MD

Abdallah Safieddine MD UAE & Qatar

Boutania Tazi MD Morocco

Darine Elkaissi MD Saudi Arabia

Sary Richat Regional Strategy Director

Rana Zeidan Regional Business Director

Media Mileage

Founded: 2012

Head of company: Usman Qayyum

Headquartered: Dubai usmanq@mediamileage.com

Media Mileage FZE is a leading mobile marketing agency based in Dubai, serving the Middle East region. Specialising in SMS, whatsapp, and email marketing, we craft and execute high-impact campaigns powered by AI. Trusted by top brands, we enhance consumer engagement with innovative, results-driven digital communication solutions.

SERVICES: SMS Marketing, Email Marketing, WhatsApp Marketing & AI

KEY CLIENTS: Al Fu aim , MAF Group, Universal Media, Starcom, Around the clock Media, BPN, Team Red Dot and Zenith Middle East.

PHD

Founded: 2006 HQ: Dubai info.uae@phdmedia.com

PHD is a global media and marketing communications agency, driven by innovation and creativity. We deliver transformative growth by helping our clients ou hink, outpace and outgrow their competition, with intelligence connected across a next generation network that brings everything and everyone together.

SERVICES: Media planning and buying, strategic planning, data analytics and technology consultancy, social and content marketing, SEO, creative services including dynamic creative optimisation.

OMD

Founded: 2005 HQ: Dubai mena@omnicommediagroup.com

We’re a data-driven agency group helping some of the region›s and the world’s biggest brands build individual relationships with consumers at scale. To achieve this, we combine the talent of our global networks with the expertise of our specialist consultancies in e-commerce/retail media, data/tech/analytics, cloud and digital analytics, as well as consumer and market

SERVICES: Measurement and predictive analytics, e-com analytics, GA audits, KPI workshops, audience strategy, full-funnel retail media, media consultancy, AI-driven creative optimisation, and digital transformation.

Head of company: Lara Arbid Number of staff: 250 +971 4 445 4040 info@initiaitivemena.com OMG

Founded: 1975

Founded: 2002 Headquartered: Dubai Heads of company: Saleh Ghazal hellouae@omd.com

OMD is the world’s largest media network with more than 12,000 people working in more than 100 countries, promising to create. What’s next for our clients. As a people-centred organisation, we leverage evidence-based data solutions and the power of empathy to create tailored strategies that drive sustainable growth.

SERVICES: Strategic planning and investment management, performance marketing, data and technology consulting, implementation, analytics and e-commerce transformation/marketplace management

Initiative is a full-service media and communications agency that unlocks business growth for the world’s most ambitious brands. We believe in the power of media to reshape our industry and orchestrate a brand’s entire consumer experience. We do this through Fame and Flow. Brand Fame is built through widespread awareness, recognition and interest among a defined audience. Customer Flow is built through engaging and seamless experiences across CX, content and media. When brands unite people in culture, they build Fame; when they connect individuals to unique journeys, they build Flow.

Awarded Great Place To Work® in 2024 and 2025

TECH PARTNERS: Adjust, Kochava, Appsflyer, Zapier, Oracle, Google, Datorama, and Asana. SERVICES: Media strategy, planning, buying and activation, performance marketing, communications planning, digital and programmatic, media consultation services (data & tech, analytics, commerce, and audience planning), and content and influencer marketing.

KEY CLIENTS: Miral Destinations, e& (Etisalat and), Americana, Unilever, COTY, Aldar Properties, IKEA, Bayut, Dubizzle, IFFCO, Deliveroo, MSD, and Bupa Global.

AWARDS: 71, including Media Network of the Year (Dubai Lynx), 45 MMA Smarties, 18 MENA Effies, 1 MENA Digital Award, 4 MENA Search Awards, 1 Internationalist, and 1 Festival of Media Global.

LEADERSHIP PANEL

Ryan Fletcher Regional Head of Data & Tech, MENAT

Yasmine Hussein General Manager, UAE

Nameer About Ismail Managing Director, KSA

Nour Saleh Managing Director, Egypt

Milad Karam CFO MENAT

Lara Arbid CEO MENAT

IFounded: 2012

Head of agency: Maya Tayara, Managing Director

Number of staff: 44 iprospect.com/ + 971 4 447 4996 mena.growth@dentsu.com

MAYA TAYARA

Managing Director

WHAT ARE THE MAJOR SHIFTS IN MEDIA CONSUMPTION PATTERNS AND HOW HAVE THESE AFFECTED YOUR STRATEGIES?

In the past year, we’ve witnessed a substantial shift toward digital and streaming platforms, with audiences increasingly favouring ondemand content. This has driven us to adapt our strategies, focusing on creating personalised and engaging content that resonates deeply with consumers. By leveraging advanced data analytics, we gain valuable insights into viewer preferences and behaviours, enabling us to deliver tailored campaigns that foster stronger connections and higher engagement.

IN 2025, THE KEY TO STRENGTHENING CLIENT TRUST WILL REST UPON... transparency and accountability. Clients seek clarity on how their investments are being utilised and the resulting impact. By offering clear reporting and insights, and by maintaining open lines of communication, we can cultivate stronger partnerships based on mutual respect and shared objectives. It’s essential to demonstrate not only results but also our unwavering commitment to their success.

OFTEN UNDERPLAYED, COULD YOU SHARE

Prospect MENA is dedicated to driving impactful growth through a comprehensive suite of services. Our expertise encompasses personalised storytelling, dynamic creative optimisation, full-funnel experience design, and advanced real-time measurement. By harnessing cu ing-edge technology and deep data insights, we ensure that your brand resonates with audiences across all touchpoints. Our unique approach integrates creativity with performance, empowering brands to connect meaningfully, engage authentically, and achieve sustained business success in a multi-platform world. With over 8,000 experts across 126 offices in 93 countries, we serve more than 2,600 clients globally, positioning us as a leader in digital marketing.

SERVICES: Digital marketing services, full funnel strategy and planning, digital, business intelligence, conversion rate optimisation, voice search and SEO strategy services, marketing activation, programmatic advertising, e-commerce marketing services, PPC global affiliate marketing, paid social media advertising

KEY CLIENTS: Kering, Carlsberg, Kamal Osman Jamjoum Group, Kiko Milano, Pegasus Airlines, Hongqi, BYD, Bosch, Group Seb, Galderma

LEADERSHIP PANEL

INDUSTRY SNAPSHOT

YOUR COMMENTS ON THE POWER OF TEAMWORK AND THE SCALE AND SKILL OF YOUR TEAMS?

Teamwork is truly the backbone of our success at iProspect. The diverse skills and perspectives within our teams create a vibrant environment for creativity and innovation. By fostering collaboration and encouraging open dialogue, we empower our teams to tackle challenges together. This synergy allows us to deliver exceptional results for our clients, leveraging our collective strengths to create impactful campaigns.

WHAT IS YOUR TAKE ON THE RISE OF AGENTIC AI IN 2025 AND ITS EFFECT ON THE MEDIA INDUSTRY?

The rise of agentic AI in 2025 offers exciting opportunities and challenges for the media industry. AI can enhance efficiency, streamline processes, and provide deeper insights into consumer behavior. However, it’s vital that we adopt this technology thoughtfully, maintaining ethical standards and human oversight. By integrating AI as a tool for empowerment rather than replacement, we can enhance our creativity and innovation while preserving the essential human touch in marketing.

HOW CAN THE COLLABORATIVE ENVIRONMENT BETWEEN CLIENTS AND AGENCIES IMPROVE?

To enhance collaboration, we must prioritise open communication and shared objectives. Regular strategy sessions can foster a deeper

understanding of each other’s goals and challenges. By working together as partners rather than just service providers, we can create synergistic relationships that drive better outcomes for both parties.

HOW IMPORTANT WILL IT BE FOR MEDIA AGENCY LEADERS TO PUSH BOUNDARIES A BIT FURTHER IN THE MONTHS AHEAD?

It is crucial for media agency leaders to be bold and push boundaries in the coming months. The landscape is evolving rapidly, and those who dare to innovate will lead the way. Embracing change and encouraging a culture of experimentation will enable us to adapt and thrive in an evershifting environment.

Tabrez Firoz Head of Performance Media

Rahaf Salama Media Associate Director

Abed El Bari Safie Media Associate Director

Saadeddine Nahas Head of Product and Partnerships, dentsu Media

Claire Peach Media Director

Maya Tayara Managing Director

Founded: 2021 Headquartered: Riyadh Head of Company: Elie Zenieh Number of Staff: 40 leadgenarabia.com hello@leadgenarabia.com

LeadGen is a client-centric digital performance agency that has achieved significant milestones, partnering with leading brands in the Saudi market. Our success is driven by a team of digital media strategists and digital experts, empowered by progressive technology and relentless focus on data-driven innovation. We specialize in bridging the gap between where our clients are today and where they aspire to be, transforming ideas into impactful digital masterpieces. With a unique blend of creativity, cutting-edge technology, and industry best practices, we bring the essence of marketing to life.

Leadership Panel

Services: Digital performance marketing, strategy and planning, technology consulting and implementation, data analytics, content and partnerships.

Key Clients: Sports for all, Saudi Motorsports company, Salam Telecom, IAB – Biennale, Unified Group.

Awards: Athar Awards: Best innovative campaign - Highly Commendable – SFA; Best not for profit - Highly Commendable – SFA; Best governmental - Winner – SFA; Business growth team of the year – winner.

Founded: 2005 Head of company: Lara Arbid Number of staff: 120 magnamena.com +971 4 445 4647 info@magna-global.com

At Magna, our mission is to be the driving force behind our clients’ success by delivering unparalleled media and communication solutions across MENA. Our vision is to redefine industry standards, envisioning a future where businesses thrive through a fusion of great strategies and innovation. Our expertise enables our clients to benefit from cu ing-edge solutions that deliver tangible business results. As part of MCN and globally IPG, we generate outstanding value from research, tools and competitive media rates, enabled through our group’s buying power.

TECH PARTNERS: Adjust, Kochava, Appsflyer, Zapier, Oracle , GCP, Datorama, Flashtalking, Salesforce, and Google.

SERVICES: Digital and traditional media services, integrated media strategy and activation, communications planning, market research, consulting, social media, SEM, programmatic media, mobile partnerships, analytics and BI, and DCO.

KEY CLIENTS: Dubai Holding Group, Dubai Properties, Meraas, Jumeirah Group, Dubai Parks & Resorts, Global Village, Nahdi Medical Company, Banque Saudi Fransi, Twinings, Commercial Bank of Dubai, Canon, Parkin, Mountain View, Al Jazirah Ford and BTC Gold.

AWARDS: Magna Global has won over 100 Global and Regional awards. 2024 wins include: Campaign ME Agency-Of-The-Year - Best Performance Marketing Agency, 5 MENA Digital Awards, 1 Search Award, and 2 MMA MENA Smarties.

Nameer About Ismail Managing Director, KSA

Sini Baby CFO MENA

Karim

Elie Zenieh Managing Director

Rasha Mansour Head of Strategy & Analytics

Ahmed Abou Ammo Deputy General Manager

Bachir Bouchakra Investment Director

Pulse Media

Founded: 2024

Head of company: Salika Mustafa

Headquarters: Dubai, UAE Hello@pulsemedia-mena.com

We provide digital sports and entertainment media services for brands, leveraging insights to create integrated, cross platform sports, entertainment and gaming partnerships. We proved brands access to renowned global broadcast and publishing brands with the ability to facilitate creative and branded content activations across any major sport or gaming sector.

SERVICES: Sports & gaming partnerships, advertising solutions, branded content, sponsorship activation, addressable tv

CLIENTS: Emirates, Qatar Tourism, FormulaE, Riyadh Season, PIF, Qatar Airways, GEA

Radix Media

Founded: 2017

Head of company: Mohan Nambiar

Headquartered: UAE info@radixmediamena.com

Radix Media MENA is a results-driven media agency specialising in strategic planning, media buying, and data-driven campaigns. Leveraging cu ing-edge tools and regional insights, we deliver impactful solutions that maximise reach and ROI. With a focus on innovation and audience connection, Radix Media MENA empowers brands to thrive across the MENA region.

SERVICES: Media strategy, media planning and implementation, consumer research, analytics, AI powered solutions

KEY CLIENTS: ADIB, Mediclinic, Midea, Amazon Payment, Arada

Founded: 2000

Head of Agency: Alain Brahamcha, CEO of Spark Foundry ME sparkfoundryww.com culture@sparkfoundryww.com

Socialize

Founded: 2010

Head of company: Akanksha Goel

Headquartered: Dubai, UAE hello@socialize.ae

Born in 2010, Socialize is a leading MENA agency blending media, creative, and digital solutions to drive real-time, personalised marketing. As part of We Are Social and Plus Company, we deliver global expertise with regional impact, helping brands win in today’s always-on, mobile-first, and digitally-driven world.

SERVICES: Insights, media management and distribution, social commerce and analytics, influencers campaigns and creator networks

KEY CLIENTS: Smart Salem, International School Partnership, Revolve, MMI

Reforge Digital

Founded: 2020

Head of company: Lana Baddar Lana@reforgedigital.com

Reforge Digital is a boutique digital marketing and communications agency. We partner with brands to strategise, implement and shape impactful marketing campaigns. We believe that marketing has the power to connect brands to their purpose by aligning resources, advertising budgets and marketing programmes to deliver business results

SERVICES: Marcomms strategies, performance marketing, content development, B2B account-based marketing, SEO

Spark Foundry is a global media agency brand within Publicis Media, a key division of Publicis Groupe. Spark Foundry’s bold vision harnesses the spirit of a start-up combined with the soul of a powerhouse that melds an entrepreneurial, innovative business approach with the full resources, capabilities and marketplace clout of Publicis Media. With 200 employees across MENA, we leverage the best industry talent to service our clients across the luxury, retail, travel and tourism, culture, banking and FMCG verticals to name a few.  Spark Foundry brings HEAT to brands: Higher Engagement, Affinity, and Transactions.

SERVICES: Branded content, data and analytics, e-commerce, media consultancy, and planning and buying.

KEY CLIENTS: LVMH, Abu Dhabi DCT, Mondelez, Almarai, Majid Al Fu aim, Saudi Aramco, and Louvre Abu Dhabi.

AWARDS: Dubai Lynx, Effies, MMA Smarties

LEADERSHIP PANEL

Rayan Hajjar Chief Investment Officer, Publicis Media ME

Elie Milan Chief Performance Officer, Publicis Media ME

Alain Brahamcha CEO, Spark Foundry ME

Joyce Hallak Chief Strategy Officer, Publicis Media ME

Tony Wazen CEO, Publicis Media ME

Founded: 1999

Head of company: Ramez Zeineddine, CEO, Starcom ME starcomww.com ramez.zeineddine@starcomww.com

With more than 7,000 employees worldwide and an unmatched global footprint, Starcom provides Human Experiences (HX) at scale, offering a seamless coordination and consistency to clients around the world. We put people at the forefront of everything that we do. Through our propriety HX approach, we design Human Experiences that close the gap between what people want and what brands need to grow and thrive. We believe that we combine our deep understanding of people with our unmatched expertise in media, magic happens, and experiences get invited in, not filtered out.

SERVICES: Digital and performance marketing solutions, data, CX, CI, media planning and buying, measurement, and content and social media.

KEY CLIENTS: NEOM, Dubai Tourism, P&G, Samsung, McDonald’s, Visa, Stellantis, Puig , Saudi Tourism Authority, Diriyah, Savola, Yango, Arada, Lego and Kelloggs.

AWARDS WON: MENA Effies, Dubai Lynx, MMA Smarties and Athar Festival of Creativity.

LEADERSHIP PANEL

Founded: 2001

Holding group: Middle East Communication Network (MCN) / Interpublic Group (IPG)

Head of agency: Joe Nicolas, CEO, UM MENAT

Number of staff: 460+ umww.com/locations/dubai +971 4 445 4545

The home of Full Colour Media, UM is a global media agency commi ed to empowering brands to their full potential of growth by leveraging the power of brand pa erns. As the leading global media network in IPG Mediabrands, UM operates in over 100 countries with more than 3,000 people. In the MENAT region, UM is part of MCN, and stands as the largest network, with 12 offices spanning 11 markets. UM was ranked the #1 media agency in MENA by RECMA in 2024 for the 7th consecutive year, and awarded Great Place To Work® in 2023, 2024 & 2025.

SERVICES: Consulting, content marketing, data, digital marketing, analytics, influencer management, media buying, media planning, mobile marketing, performance marketing, programmatic, search, and gaming.

KEY CLIENTS: Emirates, stc, Dyson, Boeing, Nespresso, New Balance, Kenvue, McDonald’s, Vodafone Qatar, Egypt Tourism Authority, MediaMarkt, Ma el, Sony, Al Safi Danone, Hershey’s, İşbank Group, Talabat, and Al Habtoor Motors.

AWARDS: Campaign ME AOTY Awards 2024 – Best Agency in Qatar; MENA Digital Awards 2024 (1 Bronze); Effie MENA 2024 (1 Bronze), MMA Smarties MENA (2 Gold, 3 Silver, 3 Bronze); MMA Smarties KSA (5 Silver, 9 Bronze); Campaign ME AOTY Awards 2023 - Media Agency of the Year.

LEADERSHIP

PANEL

Susana Tsui Fitzpatrick CEO, UAE

Mohammad Mannaa CEO, KSA

Hanan Tabsh Managing Director, Lower Gulf

Rasha Karim Managing Director, Egypt

James Du on Chief Product Officer, MENAT

Joe Nicolas CEO, MENAT

Rayan Hajjar Chief Investment Officer, Publicis Media ME

Elie Milan Chief Performance Officer, Publicis Media ME

Ramez Zeineddine CEO Starcom ME

Joyce Hallak Chief Strategy Officer, Publicis Media ME

Tony Wazen CEO, Publicis Media ME

Sandstorm Digital Worldwide

Founded: 2013

Head of company: Omar Ka an accounts@sandstormdigital.com

We are an award-winning, multilingual performance marketing agency. Our approach is predicated on giving your customers a reason to visit, a reason to purchase, and a reason to return and tell others about their positive brand experience. We are a full-service marketing solution provider and a Google certified partner.

SERVICES: SEO, paid media, PPC, content marketing, digital marketing

Team Red Dot

Founded: 2010

Headquartered: UAE

Head of company: Raksha Khimji info@teamreddot.com

With 15 years of regional expertise, we craft data-driven, high-impact campaigns that connect brands with the right audience at the right time. As a future-forward media agency, we blend insights, strategy, tech, and CX capabilities to drive measurable results across OOH, digital, social, radio, TV, Cinema, and emerging platforms. Our omni-channel expertise, innovative solutions, and focus on customer experience sets us apart in our domain.

SERVICES: Media planning and buying, consumer insights & strategy, data-driven insights & market research, performance marketing, AI-powered ad tech, industry leading mobile marketing, SEM, SEO & app store optimisation, website development & CRO.

KEY CLIENTS: Etihad Airways, Careem, Tata Group, Hub71, Aldar Hospitality, Savills, Redington, Ava Trade

Tonic Media

Founded: 2006

Headquartered: Dubai Heads of company: Arnaud Verchere and Khaled Gadallah tonic@tonicinternational.com

SERVICES: Creative solutions to business problems (strategy, display, social, programmatic, offline)

Watermelon Communications

Founded: 2001

Head of company: Madhu Ku at info@watermelonme.com

Watermelon Communications is a dynamic communications advisory and marketing consultancy based in Dubai, UAE. Known for its agile approach and deep market insights, the agency empowers businesses and institutions to build strong reputations and connect meaningfully with their audiences.

SERVICES: Reputation and crisis management, media relations and thought leadership, investor and stakeholder relations, corporate and executive communications, integrated content and digital strategies.

KEY CLIENTS: Hitachi Energy, Zoho, Medcare, TCL, Casio, Hotpack, Conares, HKTDC, Emirates Park and Zoo Resort, Alpen Capital

Zenith is the ROI agency, a position we have proudly held true to since 2005. Over the years, we have evolved our definition of ROI, as it has changed with the ever-complicated communications landscape. Powered by our bestin-class proprietary tools and data, our work spans the full spectrum of media communications, from analytics, data and technology to performance marketing, content and superior trading. Our unique way of thinking inspires growth for leading brands across the region and globally. Zenith is a part of Publicis Media, the media division of Publicis Groupe.

Founded: 2005

Head of agency: Firas El Zein, CEO, Zenith ME zenithmedia.com firas.elzein@zenithmedia.com

SERVICES: Digital and performance marketing solutions, data, CX, CI, media planning and buying, and measurement.

KEY CLIENTS: BMW ME, Beiersdorf, Accor, Disney, Bel MENA, Red Bull, Essity, Philip Morris International, Western Union, Recki , TikTok, Luxo ica, Saudia Airlines, Royal Commission of AlUla, Omantel, Ooredoo and Pfizer.

AWARDS: MENA Effie, Campaign MENA, Smarties MMA & KSA, Cannes Lion and Dubai Lynx.

LEADERSHIP PANEL

Rayan Hajjar Chief Investment

Elie Milan Chief Performance Officer, Publicis Media ME

Firas El Zein CEO, Zenith ME

Joyce Hallak Chief Strategy Officer, Publicis Media ME

Tony Wazen CEO Publicis Media ME

THIS MONTH ON SOCIAL

Campaign Middle East rounds up the latest updates on social media platforms for this month. Here are the key highlights:

X:

With the global launch of the Video Tab, X will be presenting video-first innovation. This vertical video surface transforms content discovery into a full-screen journey that aims to captivate users and elevate ad performance.

X will amplify engagement through the Video Tab, empowering brands to forge deeper, more meaningful connections with their audience with a content-first approach. By tapping into the community, the Video Tab will allow for creative storytelling.

SNAPCHAT:

This Ramadan, Snap is empowering brands to engage like Snapcha ers with the launch of Sponsored Snaps. First rolling out in Saudi Arabia and the UAE, this new ad placement tool helps businesses connect with the Snapchat community by delivering full-screen vertical video messages directly into users’ Chat inboxes. Sponsored Snaps are visually distinct from personal messages, ensuring a clear separation. They are also opt-in, allowing Snapcha ers to choose whether to view, respond, or take action through an embedded call-to-action.

Additionally, the Snap AR Ramadan Mall returns with a new edition inspired by the charm of GCC old towns and modern shopping districts, creating an immersive retail experience. Snap is also introducing Hazar Fazar, an AR experience that merges tradition with innovation. This activation highlights stories rooted in GCC culture through branded lenses, unlocked by riddles and featuring unique characters.

Brands can further expand their reach by collaborating with Snapchat Creators, leveraging their credibility through Creator Midrolls, the Creator Collab Studio, or by sponsoring and promoting creator content to engage new audiences authentically.

TIKTOK:

TikTok will be releasing two new major updates this month to enhance advertising and creativity. Smart+ is an automated performance solution that optimises targeting, bidding, and creative to maximise business results.

TikTok Symphony, a generative AI-powered suite, streamlines content creation and productivity. It includes an AI video generator, a creative assistant for advertisers, and Ads Manager integration to refine and optimise campaigns. Digital avatars offer lifelike AI representations to scale branded content globally, while AI dubbing enables seamless translation for broader audience reach.

LINKEDIN:

LinkedIn has introduced new video updates to help brands expand their audience, showcase content, and drive engagement. These updates enhance video discoverability and encourage interaction with creator profiles and services.

Full-screen vertical video, a dedicated video tab, and the ‘Videos for You’ module are now on desktop. Search-related videos appear in a swipeable carousel, and a new profile preview within the full-screen player makes it easier to explore creators’ profiles. A more prominent follow bu on boosts audience growth, while average watch time tracking offers insights into viewer preferences. LinkedIn has also launched nano-learning courses to support video creators.

HSBC ... “Needed to be greater tension in the film ...” (MB)

Aramex ... “Warm and personal ...” (MB)

Dubai Sports Season ... “Can we see something ... less cliched? ...” (MB)

KFC Arabia ... “Beautifully executed ...” (GM)

Virgin Mobile KSA & Beyond One ... “The storylines didn’t feel particularly fresh, but the execution did the heavy lifting ...” (GM)

Private View

MATT BUTTERWORTH

Founder and Partner, TheNoBullPartners

DUBAI SPORTS SEASON (1)

I am sure that the world and every man woman, child, cat, dog and hamster knows by now that we have the Burj Khalifa, Madinat Jumeriah, Burj Al Arab, but please, can we see something different and less cliched? Yes, sport is about the players and venues, but even more it’s about the fans and spectators. Surely a film from their perspective would have been a lot more genuine and authentic. Dubai has so much more to show. This was a massive miss.

KFC ARABIA: NUGG IT, DIP IT, CRUNCH IT. (2)

Kudos to the team on this, I’m not the audience here, but when you see it, you can’t help but smile and start nodding your head. What I love is that you can see the team have worked hard to bring the sub-cultural influences and insights into the hero film. It feels fresh, fun, and culturally relevant and the craft in the final product is brilliant. Fair play, the rest of the category will have to up their game to beat this.

VIRGIN MOBILE KSA & BEYOND ONE: SWITCH (3)

I think we are going to be hearing a lot more about campaigns that are delving into Middle Eastern subcultures in 2025. This is another example of a brand trying but, unfortunately, not quite hitting the mark. Virgin has always been a brave brand, but this campaign feels rather safe and predictable. If you want a humancentred tone that emotionally connects then at least ensure the production values feel real and not forced. The devil is always in the detail when it comes to these subtleties, and that is what makes a great end product.

HSBC: SCAM ENCOUNTERS (4)

It does the job, but is it highly creative and does it get people thinking? I am not too sure. These tactics have been used time and time again, and it feels like there needed to be greater tension in the film. Shock tactics mean SHOCK. I am not too sure how shocking this is. I would be interested to see the results pre- and postcampaign in terms of fraudulent awareness, however, as I could be proven very wrong on this one.

ARAMEX: DELIVERING INCREDIBLE PERFORMANCES (5)

This is a smart campaign. Firstly, it’s warm and personal and breaks down the emotion you feel when opening a package. Adding to that, Amarex has neatly tied it in to Arab Cinema Week – tackling pressing issues from the Arab world also ticks some very important boxes. It gives them a reason to facilitate conversation on wider issues in the region, which I am sure will give them plenty of amazing insights for other consumer-related campaigns in the future.

GLAUCCO MARTINES

Creative Director, Careem Creative Studio

DUBAI SPORTS SEASON (1)

The campaign delivered on the brief and probably met all requirements. These skyscraper rooftop stunts have proven to be highly effective on social media, especially if celebrities and influencers are involved. Brands such as Red Bull and Visit Dubai have successfully mastered this format. That said, I would’ve loved to see a communityfocused approach. Great weather and eagerness to explore the outdoors allow brands to engage directly with the people. After all, Dubai Sports Season is for everyone.

KFC ARABIA: NUGG IT, DIP IT, CRUNCH IT. (2)

Extra hot earworm! A visually stunning production that brings together a super fresh cast, trendy styling, cool motion graphics, and catchy music. The mix between natural, everyday, messy consumption shots and the classic, mouthwatering foodporn table tops is wellbalanced and beautifully executed. With the right digital push and social media engagement, the campaign has all the ingredients to resonate with the Gen Z audience. I’m excited to see how the campaign performs online.

VIRGIN MOBILE KSA & BEYOND ONE: SWITCH (3)

Comedy resonates well with the KSA audience, so this is definitely relatable. The storylines didn’t feel particularly fresh, but the execution did the heavy lifting – the rich dialogues, great performance and insightful jokes brought it all together.

The three-film campaign got me thinking if these scenarios could also be brought to life as brand activation, giving actual change back to people. There could also be another interesting angle to explore around food wastage, portrayed in one of the copies.

HSBC: SCAM ENCOUNTERS (4)

Kudos to HSBC for tackling such a timely and important topic. However, I’d challenge the creative approach, production, and choice of medium. I believe the script aimed to portray something big and impactful but, unfortunately, the execution fell flat and simply didn’t deliver on this ambition. Especially with dubbing ... oh, the dubbing. Let’s just say it didn’t do the film any favours.

ARAMEX: DELIVERING INCREDIBLE PERFORMANCES (5)

Super lighthearted and relatable content. Snackable format, lovely acting, and on-point production. What a refreshing break from the usual ‘sales, sales, sales’.

Maybe I’m a bit biased here, but kudos to Aramex’s in-house creative and brand teams for a solid campaign – from the choice of locally relevant sponsorship to impeccable execution. I could watch another 10 more copies and never get bored.

Title: Dubai Sports Season Agency & production house: Freedom

KFC Arabia

Title: Nugg It, Dip It, Crunch It. Agency: TBWA\RAAD Production house: Truffle Production & Butter Films Production

Virgin Mobile KSA & Beyond One

Title: Switch Agency: Swing

HSBC Title: Scam Encounters Agency: Rain Creative Production house: The Company Films Dubai Department of Economy & Tourism

Aramex

Title: Delivering Incredible Performances Production house: Little Big Productions

TARIQ AL SHARABI

Managing Director of Cicero & Bernay Communication Consultancy

As regulatory scrutiny tightens and consumer scepticism grows, many companies are becoming more cautious in their sustainability messaging – a trend known as ‘Greenhushing’. Concerned about the risk of being accused of greenwashing, many opt to say less rather than over-promise.

However, younger audiences remain highly attuned to environmental issues and follow

Social media following increase by businesses which disclose information related to sustainable practices. 36%

GAME CHANGER

DeepSeek dives ahead

DeepSeek, a Chinese-developed AI assistant, has soared to the top of app downloads, surpassing ChatGPT despite having fewer resources. Its combination of high performance and accessibility briefly made it the number-one free app worldwide. This rise signals a market shift towards affordable AI tools, proving that innovation doesn’t require massive investment to make an impact.

MATTER OF FACT

News, views and trends from across the spectrum.

SPEAKING GREEN WITHOUT THE SPIN

brands that align with their values. They see through vague claims and demand real action, not just marketing buzzwords.

Companies that stay silent on sustainability risk facing the same scrutiny as those that exaggerate their e orts, making it challenging to find the right balance. Corporations should focus on transparency and credibility, sharing

3 out of 5

Gen Z consumers prioritise buying products from brands that publicly disclose their sustainability e orts.

BREAKING THE NET

Spicing up the charts

Heinz has partnered with Grammy-winning producer DJ Mustard to introduce a new collection, appointing him as their inaugural Chief Mustard Officer. This collaboration draws on both his stage name and the excitement following his recent Grammy victories and Super Bowl performance, exemplifying how legacy brands can leverage viral pop culture phenomena to enhance their visibility and connect with younger consumers.

their green impact without overselling. Authentic communication rooted in demonstrable actions rather than an overzealous PR spin is key to maintaining trust. The challenge is clear: brands must navigate their sustainability e orts with care, meeting regulatory standards while ensuring they remain relevant and trusted by an increasingly discerning audience.

Revenue growth observed in brands that position themselves as sustainable or eco-friendly. 2.7x

#NOT

Sonos needs a new tune

Sonos faced a wave of negative feedback after a botched mobile app overhaul, plagued by bugs and poor communication. Months of reputational decline led to the recent resignation of its CEO and CMO. Their departures signal an opportunity for Sonos to rebuild trust, and emphasise the importance of a proactive approach to crisis communication and valuing customer feedback in product rollouts.

Sources: Kantar | Mashable | Billboard | The Verge

Appointments

FARAH FAROOQ has taken up the role of Head of Communications for Middle East, North Africa and Turkey (MENAT) at HSBC. In this role, Farooq will lead the development and implementation of HSBC’s communications strategy across the MENAT region and position it as a crucial driver of the bank’s internationalism, highlighting the region’s significance as a strategic economic, trading and wealth hub bridging East and West. She brings more than 20 years’ experience across financial services and has seasoned leadership experience in building and enabling high performing teams.

New Balance has appointed ANA ELISA SEIXAS as Head of Marketing for the Middle East, Africa, and India (MEAI). In her new role, she will lead efforts to strengthen the brand’s presence across the region, driving innovative marketing campaigns and fostering deeper connections with local customers and communities. With more than 20 years of marketing experience across the GCC and emerging markets. Her previous role was Head of Marketing ASICS Middle East.

Digital marketing and creative advertising agency

Blink has appointed FOUAD ABDEL MALAK as Partner

and Chief Creative Officer. With more than 22 years of experience in the region, Abdel Malak previously led the in-house Creative and Innovation department for Damac Group, the region’s largest privately owned conglomerate. In his new role, he has been tasked with elevating the agency’s creative offering through a multi-platform approach.

The JCDecaux Abu Dhabi team has appointed IMAD HECHAIME as its Head of Sales. Hechaime brings more than 18 years of experience from media agencies in Dubai. In his new role, Hechaime will spearhead airport advertising sales, broaden and diversify the company’s portfolio, introduce innovative campaigns and drive the evolution of outdoor media in the region.

Dentsu has strengthened its leadership with two appointments. MAYA TAYARA is now Managing Director of iProspect MENA. With more than 15 years of experience, she has been pivotal in driving the agency’s mission to strengthen client partnerships, scale businesses, and fuse brand and performance to accelerate growth, the agency said in a statement.

To further add to its leadership bench, Dentsu has appointed FIONA BLACK as Managing Director

of Carat MENA. She previously held the role of Integrated Client Growth Lead of Carat, has more than two decades of experience working in the industry, with 10 years in the Middle East region. In her new role, she will continue to work towards outcomes that build modern brands, increase brand power and deliver societal impact.

Lightblue has promoted SIMON WALSH to the position of Executive Creative Director. Walsh, who has been with the agency for more than five years, steps into this expanded role after serving as Creative Director, where he oversaw several high-profile experiential campaigns across the region. In his new role, Walsh will oversee the agency’s creative strategy globally, working across disciplines to align creative output with emerging industry trends.

Dubai-based experiential agency The Hanging House has appointed JEAN OOSTHUIZEN as General Manager. The move comes as part of the agency’s long-term growth strategy, which aims to expand into new GCC markets and broaden its client base internationally. Oosthuizen brings more than 25 years of experience in the global events industry, having worked across the luxury, automotive, hospitality, fashion, and museum sectors. His experience in regional markets, particularly Saudi Arabia, where he helped scale an international agency, will be key to shaping the agency’s expansion.

The Spin

The Super Bowl is a gift that keeps on giving. While some of of us look forward to the blitz of advertisements and the annual ‘superb owl’ spike in Google Trends, a few of us keep an eye out for the inevitable gift of gaffes.

This year, The Spin spotted a Google Super Bowl commercial for its Gemini AI tool, which included an inaccurate statistic about Gouda cheese – that it accounts “for 50 to 60 per cent of

even the notations belonging to two different numbering systems in the process. Between the headline, sub-headline and the introductory paragraph, the net profit was reported as “Rs 419.5 crore”, “Rs 419.5 million” and “Rs 41.95 crore”. Go figure.

Another major topic of discussion in early 2025 has been the ubiquitous rollback of DEI across US governmental entities and the military, following US President

the world’s cheese consumption”. While Google recreated the ad to fix the fact, and reposted the corrected ad, it wasn’t fast enough to stop the social media storm around it.

Many content creators called it out as a hallucination, but Google’s President of Cloud Applications Jerry Dischler was quick to point out that it wasn’t a made-up stat – just a factually incorrect one commonly cited on the web. In Dischler’s words, “Gouda news: many love this cheese! Bada news: not everyone thinks it’s as grate.” The jury’s still out on whether AI ought to know better.

Speaking of inaccurate statistics and hallucinations, looks like humans are as culpable as AI (if not more). The Spin found a convoluted write-up following Indian utility giant Reliance Power’s earnings release for the October-December quarter of the 2024-25 financial year.

An article published by Times Now reported inaccurate net profit figures not once, but twice – comically enough – mixing up

Donald Trump’s return to the Oval Office.

During Defense Secretary nominee Pete Hegseth’s confirmation hearing, Republican lawmakers – and their retinues – were so focused on their agenda of taking DEI out of the military that they inadvertently, and quite literally, took the ‘I’ out of ‘MILITARY’.

An Associated Press photographer immortalised the blunder on the printed board behind Republican Senator Eric Schmitt and Republican Senator Ted Budd, which read, “DEI in our Miltary.”

The Spin also received a fun submission from the Indian city

of Bengaluru, where the road signs in the local language of Kannada are spelt correctly in the local script, but unfortunately lack consistency when translated to English.

For those visiting the city and unfamiliar with the lay of the land, it makes a convincing argument that this could well be directions to two different places that sound similar – which The Spin has confirmed it’s not.

Also arriving in The Spin’s inbox this month, we’ve got a fire extinguisher that looks more like a flamethrower, models unwittingly wearing their watches upside down, and an AI-generated creative for eBay that has a hand that doesn’t fit well in an ad that claims the ‘perfect fit’.

And Us Agency

Founded: 2018

Head of company: Fadi Yaish and-us.agency

Bassmat

AdPro&

Founded: 1991

Head of company: Rana Hamarneh adproandgroup.com

Founded: 2004 Head of company: AbdulRahman Saud bassmat.com

Bureau Béatrice

Founded: 2021 Heads of company: Kevin Alderweireldt and Jon S Maloy bureaubeatrice.com

Digitect

Founded: 2020 Head of company: Yousef Sharbatly digitect.com

C2 Comms

Action Global Communications

Founded: 1994 (MENA) Head of company: Christakis Christodoulou actionprgroup.com

BigTime

Creative Shop

Founded: 2023 Head of company: Mohamed Sehly bigtime.sa

Founded: 1988 Head of company: Roy Aftimos c2comms.cx

Do Epic Sh*t

Founded: 2018 Head of company: Ramzi Moutran doepic.agency

Carma

Founded: 1984 Head of company: Mazen Nahawi carma.com

Boopin

Another In Kingdom

Founded: 2013 Head of company: Amre Husseini anotherinkingdom.com

Founded: 2011 Head of company: Shadi Abdulhadi boopin.com

APCO

Founded: 2005

Head of company: Mamoon Sbeih apcoworldwide.com

Brazen

Founded: 2015 Head of company: Louise Jacobson brazenmena.com

Chain Reaction

Founded: 2010 Head of company: Saif Jarad chainreaction.ae

Edelman

Founded: 2009 Head of company: Omar Qirem edelman.ae

Fusion5

Face to Face

Founded: 1991 Head of company: Christopher Bell facetofaceuae.com

Hashtag

Founded: 2013 Heads of company: Johnny Khazzoum and Elie Haber fusion5.me

Founded: 2011 Head of company: Amer Massimi hashtag-me.com

Katch International

Founded: 2011 Head of company: Georgina Woollams katchthis.com

Hewar Group

Founded: 2011 Head of company: Loma Jaber hewargroup.com

Kenshō Mindful Communications

Founded: 2010 Head of company: Marise Assaf kenshocom.com

M&C Saatchi

Founded: 2012 Head of company: Scott Feasey mcsaatchi.ae

Radix Media

Founded: 2016 Head of company: Mohan Nambiar radixmediamena.com

Around The Clock

Founded: 2018 Head of company: Rizk Naifeh atccoms.com

Brodmann Iraq

Founded: 2016 Head of company: Nour Shihab brodmann10.com

Cheil MEA

Founded: 2026

Head of company: Lyusok Jung cheil.ae

Electriclime

Founded: 2015 Head of company: Michael Ahmadzadeh electriclimefilms.com

INDEPENDENT AGENGIES

House of Comms

Founded: 2012 Heads of company: Abby Lyons, Kaja Weller and Jamie Wilks houseofcomms.com

Kijamii

Founded: 2011 Head of company: Bassem Elhady kijamii.com

MCH Global

Founded: 2018 Head of company: Uli Stanke mch-global.com

Rain Creative

Founded: 2011 Head of company: Manoj Ammanath iheartherain.com

Team Red Dot

Founded: 2010 Head of company: Raksha Khimji teamreddot.com

Tactical

The Romans

.Monks

Founded: 2021 Head of company: Sir Martin Sorrell monks.com

Lightblue

Founded: 2007 Head of company: David Balfour lightblueww.com

Entourage

Founded: 2009 Head of company: Mohammed Tayem entourageintl.com

Founded:

Head

Gambit Communications

Founded: 2019 Head of company: Jamal Al Mawed gambit.ae

Imagination

Founded: 1979 Head of company: Patrick Reid imagination.com

Good People

Founded: 2016 Head of company: Ali Ali goodpeople.film

Interesting Times

Founded: 2010 Head of company: Wassim Bassil interestingtimes.me

Living Room

Founded: 2010 Head of company: Dani Oneisse livingroomdubai.com

Netizency

Founded: 2013 Head of company: Fadi Khater netizency.com

Socialeyez

Founded: 2015 Head of company: Joe Lipscombe wearetheromans.com

Founded: 2013 Head of company: Mike Khouri wearetactical.com

Founded: 2009 Head of company: Tarek Esper social-eyez.com

TishTash Communications

Founded: 2012 Head of company: Natasha Hatherall tishtash.com

TRACCS

Socialize

Founded: 2010

Oui

Founded: 2021 Head of company: Rémy Abouchakra oui.agency

Head of company: Akanksha Goel socializeagency.com

Founded: 1998 Head of company: Mohamed Al Ayed traccs.net

LPS

Founded: 2013 Head of company: Aasim Shaikh lps-me.com

Sweetwater

Founded: 2007 Head of company: Steven Hetzer sweetwatermea.com

You Experience

Founded: 2013 Head of company: Fadi Nakhle youexperience.net

Cicero & Bernay

2006

of company: Ahmad Itani cbpr.me

MEMAC Ogilvy Founded: 1984 CEO: Ghassan Maraqa ogilvy.com

BPG Group Founded: 1980 Group CEO: Avishesha Bhojani bpggroup.com

Keyade Middle East Founded: 2011 GM: Laura Gleadhill keyade.com

Burson Founded: 2024 CEO: Bashar AlKadhi bursonglobal.com

Choreograph Founded in 1995 Region MD – CX, Data and Tech: Alan Azar choreograph.com

GroupM Founded: 2003 Group CEO: Amer El Hajj groupm.com/mena/

The Goat Agency Founded: 2015 Associate Director: Vivian Subrata https://goatagency.com/

EssenceMediacom Founded: 2023 Regional Managing Director: Abdalla Elabd essencemediacom.com

TBWA\RAAD Group Founded: 2000 CEO: Reda Raad tbwaraad.com

Mindshare Founded: 1997 Regional Managing Director: Samer Majzoub mindshareworld.com /mena/offices Impact BBDO Group Founded: 1971 Chairman and Group CEO: Dani Richa impactbbdo.com Impact Proximity Founded: 2000 CEO: Ghassan Kassabji impactproximity.com

Wavemaker Founded: 2004 CEO: Marc Ghosn wavemakerglobal.com

TBWA\RAAD Founded: 2000 UAE: Joe Lahham KSA: Dan Leach Lebanon: Romy Abdelnour Egypt: Ahmad Badie tbwaraad.com

Founded:

Noah

Ketchum\RAAD Founded: 2000 UAE: Dan Leach ketchum.com

AUDIENCE COLLECTIVE

ADTECH POWERHOUSES

AD AGENCIES

AD TRADING DESKS

SAPEINCE

DANGLE ADS

Fosfor

Founded: 2023

Heads of company: Ziad Alasqa and Abdullah Alfawzan fosfor.sa

Gene Branding

Founded: 2013 Head of company: Ahmed Al-Abdullatif genebranding.com

Wahaj Group

Founded: 2023 Head of company: Ahmad Konash wahajgroup.sa

Onsor Mosha

Founded: 2013 Head of company: Ahmad Konash om.sa

Uturn

Founded: 2010 Head of company: Samer Bahsas uturn.me

W.GG

Founded: 2020 Head of company: Samer Shoueiry

Equation Media

Founded: 2013 Regional General Manager: Joy Sahyoun equation-media.com

AGA-ADK

Founded: 1997 Executive Creative Director: Dany Azzi aga-adk.com

Wetpaint Creative Digital Solutions

Founded: 2007 Regional General Manager: Joy Sahyoun wetpaint-mena.com

The FullStop

Founded: 2002 Head of company: Fahd Alahmad fullstop.sa

Webedia Arabia Group

Founded: 2018 Head of company: George Maktabi webedia-group.com

Founded: 2023 Head of company: Tarek Almashini

The Network Communication Group

Founded: 1997 Chairman: Roger Sahyoun thenetwork-com.com

Pencell PR & Events

Founded 1999 Regional General Manager: Joy Sahyoun Pencellpr.com

Bold Creatives

Founded: 2011 General Manager: Saud Saadoun   boldcreatives.com

Bold Brands

Founded: 2015 General Manager: Rashad Moglbay  bold-brands.com

Bold Influence

Founded: 2025 General Manager: Majdi Ghraizi bold-influence.com

The Bold Group

Founded: 2011 Co-founder & CEO: Abeer Alessa  bold-grp.com

Teeb Made

Founded: 2019

General Manager: Souad Merheb teebmade.com

Synergy Consulting

Founded: 2017

General Manager: Zubin Kabeer synergyconsult.co

Webedia Brand Services

Founded: 2022 Head of company: Mazen Mitri

Made in Saudi

Founded: 2010 Head of company: Gaby Abudaher madeinsaudifilms.com

LeadGen

Founded: 2021 Head of company: Elie Zeinieh leadgenarabia.com

Imetric

Founded: 2018 Head of company: Saad Siraj imetric.net

INDEPENDENT NETWORKS

Tact Digital Communication

Founded: 2014 CEO: Mansour Alotaibi tact.sa

Bold Xperiences

Founded: 2015 General Manager: Ziad Abou Rjeily  bold-xp.com

Captains Film

Founded: 2019

General Manager: Alain Nakhle captains.film

Forsman & Bodenfors MENA

Founded: 1986  CEO: Adil Khan Forsman.com

Assembly Global MENA

Founded: 2017 CEO: Faisal Dean assemblyglobal.com

Swing

Founded: 2018 CEO: Khalid Alfuraih swing.sa

Habbar Creative House

Founded: 2014 Co-founder & CEO: Hassan Al-Ansari habbar.com

Pavo

Founded: 2018 CEO: Bader Alhussaini pavo.sa

Biio

Founded: 2019 CEO: Abdulrahman Alsuwaiyan biio.sa

Ubrand

CEO:

Foaj Communications Group

Founded: 2024 CEO: Rayan Altuaymi foaj.sa

Founded: 2014 Co-founder & Managing Director: Osama Al Shubayli ubrand.sa

Mayadeen

Founded: 2011 Head of company: Abdulrahman Al Jarallah mayadeen.sa

GP Inc.

Nuss

Founded: 2014 CEO: Abdulrahman Albadr nuss.sa

Red Bananas

Founded: 2020 Managing Director: Mohannad Al Baghdadi redbananas.com

Create Group

Founded: 2012 Founder & CEO: Tom Otton, creategroup.me

Stagwell

Founded: 2015 Lead and Senior AdvisorMENA: Sunil John stagwellglobal.com

March

Trase

Founded: 2024 CEO: Jad Ibrahim trase.sa

Founded: 2024 CEO: Abdualziz Bin Helaby march.com.sa

Founded: 2022 Chairman & CEO: Rahul Nagpal gpinc.agency

Thirty31North

Founded: 2023

Co-Founder & CEO:  Rahul Kantharia thirty31north.com

Serviceplan  Middle East

Founded: 2010 Heads of company: Natalie Shardan and Akhilesh Bagri  house-of-communication. com/me/en.html

Consulum

Founded: 2012 CEO: Ryan Coetzee consulum.com

Tonnit & Co

Founded: 2024

Founder & CCO:  Tonnit Thomas tonnitdesign.com

Serviceplan  Group Middle East

Founded: 2010

Head of company: Rami Hmadeh house-of-communication. com/me/en.html

Serviceplan  Arabia

Founded: 2023

Head of company: Rami Hmadeh house-of-communication. com/me/en.html

Tuesday Founded: 2022 Co-Founder & CEO:  Alok Gadkar tuesdayme.com

Plan.net

Founded: 2010

Head of company: Natalie Shardan house-of-communication. com/me/en.html

Mediaplus Middle East

Founded: 2013

Head of company: Azhar Siddiqui house-of-communication. com/me/en.html

Akwan

Founded: 2013

Ahmad Bin Tuwaim akwan.sa