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www.campaignme.com April 25, 2021

















April 25, 2021


Zee Entertainment Middle East appoints Choueiri Group’s DigiNet Arabia to lead ad sales in MENA ATL Media, the commercial arm of Zee Entertainment Middle East, has appointed DigiNet Arabia, a Choueiri Group company, to take charge of its commercial advertising sales across the MENA region. The tie-up, which commenced April 1, 2021, will run to December 31, 2025 and covers Zee Entertainment’s premium media assets: Zee TV, Zee Cinema, Zee Keralam, Zee Alwan and Zee Aflam. The agreement is aimed at furthering Zee’s growth and expansion plans in the MENA region and will be focused on promoting the broadcaster’s TV channels to regional advertisers and brands. Manoj A Mathew, territory head at Zee Entertainment MENAPT, said: “Zee has been operating in MENA for over 25 years. It continues to lead the South Asian TV space and competes aggressively with local Arabic mainstream TV networks. Our new partnership with Choueiri Group is aligned with our strategic expansion plans, which will witness us taking our TV offerings to new heights of innovation and excellence. In doing so, we hope to meet the most discerning demands of both viewers and advertisers across the Arab world and beyond. Furthermore, it will also allow us to expand our other areas of investment like Arabic movies and

The tie-up with Choueiri Group’s DigiNet Arabia will focus on promoting Zee Enterainment’s television channels

local content production.” He added: “Choueiri Group’s proven track record and continued commitment to innovation made them the ideal choice of partners, as we are all looking forward to Zee’s transformation and success in the digital age”. Choueiri Group’s chairman and

CEO, Pierre Choueiri, said: “We are very excited about this collaboration with the flagship TV channels from Zee Entertainment. Our partnership will be focused on unlocking the fullest commercial potential of these assets, as highly effective advertising platforms for regional brands. We will also be building upon Zee

Entertainment’s existing strengths while adapting to the changing media landscape, to ensure that their TV platforms become the best that they can be”. “We have some exciting plans ahead,” said Ashok Namboodiri – chief business officer, international business at Zee Entertainment.

Sweetwater to be Mashreq’s agency

TIMBERLAND #NATURENEEDSHEROES Content-creation and production house Do Epic Sh*t has joined forces with Timberland Middle East to develop and produce content as part of the iconic footwear brand’s global #NatureNeedsHeroes movement. Produced by the agency’s sustainability arm Do Epic Good, championing sustainable production and ethical practices, the third instalment of the story launched on Earth Day 2021, and highlights the work of four committed environmental game-changers.

UAE- and KSA-based experience agency Sweetwater MEA has been appointed as the brand agency of record by UAE bank Mashreq. Aimee Peters, group head of marketing and corporate communications at Mashreq, said: “As we continue on our journey of digital transformation, it is fundamental to put our customers at the heart of our strategy – thinking about what they feel, think and do. Partnering with Sweetwater will help us to challenge ourselves and think customer-first, whether that customer experience is digital or physical.” Steven Hetzer, founder and CEO of Sweetwater, said: “We are excited to bring our trademark disruptive creativity and strategic thinking to the financial industry. … We have shown that we are the perfect partner for Mashreq to navigate this period with consumer-first experiencebased thinking.”


April 25, 2021

TBWA\RAAD names Jim Robbins as ECD to co-lead with Bruno Bomediano TBWA\RAAD has announced the appointment of Jim Robbins as its new executive creative director, working alongside fellow ECD Bruno Bomediano and tasked with leading the creative discipline across the agency. Robbins joins TBWA\RAAD with extensive experience of more than 13 years, throughout which he has worked on major brands such as Coca-Cola, Google, MINI Cooper, PlayStation and Snickers across North America, Australia and now the MENA region. Over the span of his career, Robbins has been awarded 24 Cannes Lions, three Webbys and received one Emmy nomination, and has helped three agencies win agency of the year accolades: Clemenger BBDO Melbourne (2017 Cannes Lions Agency of the Year), BBH New York (2012 Webby Awards Agency of the Year) and Crispin Porter + Bogusky Boulder (2010 Cannes Lions Interactive Agency of the Year). Under his creative leadership, the Snickers Hungerithm campaign was included as one of Australia’s best campaigns of the decade by Campaign Brief in 2020. His Google Chrome “Jess Time”

film was named the No. 1 Tear-Jerker Commercial of All Time by Mashable, and his BooneOakley website redesign was named No. 1 among the Most Innovative Website Designs of All Time by Huffington Post. Robbins was also ranked eighth globally among writers in the 2017 Cannes Lions Global Creativity Report. Robbins began his professional journey in 2007 after graduating from VCU Brandcenter with a master’s in advertising copywriting. Walid Kanaan, chief creative officer at TBWA\RAAD, said: “We are delighted to welcome Jim on board to co-lead our creative department. Jim will play a critical role in shaping disruptive, businessbuilding creative campaigns and ensuring unconventional thinking that will help deliver deliver future growth for brands.” Commenting on his appointment, Robbins said: “I have always admired TBWA’s culture and its focus on disruption, which has never been more necessary. I am looking forward to partnering with the team to create groundbreaking, disruptive work that drives brands and businesses forward.”

Jim Robbins has won 24 Cannes Lions, three Webbys and received one Emmy nomination



On April 2, World Autism Awareness Day, ImpactBBDO Collaborated with Etisalat to launch Etisalat Wider Web in order to grant better access to the web for autistic people. The project consists of a browser extension that users can activate to navigate the web in an autistic-friendly way. It aims to achieve a global redesign of the web experience and represents a world-first product of this kind. The extension allows users to reorganise information, and change colour modes and fonts on webpages. In addition, advertising is blocked as well as video auto play and irrelevant background images.

MTV Lebanon has launched an awareness campaign in collaboration with TBWA\RAAD Lebanon, using humour and sarcasm in times of adversity to raise awareness of the dangers of spreading fake medical advice and to encourage Lebanese citizens to #StopTheMyths and register for the vaccine. Lebanese people are widely known for being sceptical and relying on themselves for just about everything, which has made them knowledgeable renowned experts in every single topic that comes to mind, including medicine. However, when it comes to the Covid-19 pandemic, giving improvised advice and medical prescriptions can be misleading and dangerous. To convey the urgency of getting vaccinated and encourage registration, MTV Lebanon aired two humorous films inspired by daily life scenarios, which end with a powerful wake-up call: The vaccine is our only way out of the Covid-19 pandemic. Production was by Wonderful Productions.

Agency Impact BBDO Business unit director Samer Khansa Executive creative director Ali Zein Creative director Alex Rodrigues Senior creative Martino Caliendo Digital art director Faten Almukhtar Designer Megan Fowkes Senior copywriter Jean Georges Prince

April 25, 2021

Havas PR wins brief for Adidas as it rebrands to Red Havas in the region The PR arm of Havas will lead the communication efforts in the GCC for Adidas Originals and Adidas Performance. With a strong presence in the region, this year is set to be “monumental” for the sportswear giant, says Havas, with the launch of its largest flagship store in the region as well as preparations for the FIFA World Cup Qatar 2022. Havas PR itself has rebranded as Red Havas in the region. “We look forward to working closely with Havas to lead our comms in the region and support our marketing objectives as we execute some exciting plans we have in the pipeline, leveraging off of the agency’s strong network and expertise in the region,” said an Adidas spokesperson. Dana Tahir, general manager of Red Havas Middle East, said: “Adidas is an exciting addition to our portfolio and we couldn’t be more thrilled to continue to expand further into the sports lifestyle arena. Our intention is to implement our ‘village’ approach, working closely with the wider agency on an integrated framework offering a full range of services across the entire comms spectrum, to drive impactful and more meaningful campaigns.” Havas PR Middle East has announced that it will now be named Red Havas Middle East. The rebrand

Red Havas will lead comms for Adidas Originals and Adidas Performance in the region

“signals the agency’s entry into Red Havas’ global micro-network of Merged Media agencies, which integrates earned, social and experiential capabilities with content at the heart”. “Welcoming Red Havas Middle East to our network represents a key milestone for the group as we’re increasingly seeing the region become a strategic priority for both current clients and new business,”

said James Wright, global chairman of the Havas PR Global Collective and global CEO of Red Havas. “From retail and technology to tourism and hospitality, the breadth of opportunity in the Middle Eastern economies is staggering.” Red Havas brings together agencies from Havas’ global PR group to provide clients greater access to best-in-class thinking and opportunity for expansion into key markets.


FAN launches free OTT app Broadcast company Fun Asia Network (FAN), which acquired radio station Big 106.2 in January 2020 from the Zee Network, and Luv 107.1 and Beat 97.8 in early 2020, has announced the launch of its first new division, Big FAN TV. The app bills itself the region’s first free South Asian OTT service, offering a library of content in multiple languages and genres. Big FAN TV will deliver shows, movies, serials, soaps, documentaries, podcasts and live audio, offering users more than 10,000 hours of free content. The app will include popular services in multiple South Asian languages, with more to be added. The free service will be available from mid-April 2021, on iOS, Android, Apple and Google Play stores as well as Roku, and can be easily accessed using any smartphone, tablet or laptop and select smart TVs. Sam Thakkar, group CEO of FAN, said: “Big FAN TV is going to transform the cinematic experience and give audiences across the world outstanding content free of charge.” Fun Asia also announced expansion plans including: Radio Vision, FAN Films, Instore Radio, FAN Events and Digital Performance to be introduced by the end of the year.



Logistics and transportation company Aramex has launched a female Arabic language option for its corporate website, its latest language addition. The female Arabic language feature will directly address female visitors, in a step that hasn’t been implemented before for Arabic corporate websites. The launch of the additional language feature comes after Aramex pledged to add female-focused language for Arabic on its website on International Women’s Day 2021, through its social media channels with the hashtags #ChoosetoChallenge and #AddressHerCorrectly. The project was conducted internally.

Egyptian widow Abla Fahita, one of the most popular TV presenters in the region, is starring for the first time in a scripted show, Abla Fahita: Drama Queen, an Arabic Netflix Original series. The show is centred around the illustrious diva, who goes on the run after being implicated in a crime she didn’t commit. She is eparated from her children Caro and Boudi and shunned by society in the action-packed comedy and scripted drama. Egyptian comms agency Publicist Inc launched a publicity campaign curated to re-introduce Abla to audiences outside Egypt and highlight the difference between Abla as a TV host and Abla the Drama Queen by positioning Abla Fahita as a celebrity entering the scripted drama world. This included a studio tour to Dubai and a collaboration with Vogue Arabia.

Global marketing director Mike Rich Global creative director Shahir Sirry Corporate senior marketing manager Samar Said Corporate marketing executive Haya Talamas Digital transformation senior manager Iyad Tabello Digital transformation lead Mohsin Ahmed


April 25, 2021


Robert McGovern explains why a corner of the online art world has been buzzing with talk of nonfungible tokens, and what they might mean for the rest of us ROBERT MCGOVERN Digital strategist, Horizontal Digital

‘‘It’s seen as a way to address a problem that has emerged over the last 20 or so years of how to register value for assets that now primarily exist in a digital form.’’


nless you’ve been living under a rock for the last few weeks you’ve probably heard people talking about NFTs, or non-fungible tokens – digital files such as images, videos, audio or text files that have recently been changing hands for millions of dollars. If you have no idea what ‘fungible’ means, you’re not alone. Essentially, an NFT is a one-of-a-kind digital file that uses blockchain technology to register a unique version of itself – generally considered an ‘original’ or definitive version of any file that, in theory, can be copied an infinite amount of times. With me so far? It’s basically a way of manufacturing scarcity using a digital stamp of authenticity. And where there’s scarcity and exclusivity, there’s usually a cohort of people lining up to hand over their cash. Over the last few weeks, a piece of digital art, Beeple’s ‘Everydays: The First 5000 Days’ (pictured, below), was sold for $69 million at Christie’s, a cat GIF sold for $560,000, and, in a somewhat meta twist, a New York Times article about NFTs was itself turned into an NFT and auctioned for $560,000, with the proceeds going to charity. In many ways, the buyers of these NFTs are just buying bragging rights, but they also believe that it’s an asset they may be able to resell later. It might sound like pure alchemy but in tech circles it’s seen as a way to address a problem that has emerged over the last 20 or so years of how to register value for once-tangible assets like art, books, music, etc. that now primarily exist in a digital form. NFTs give creators a way of engineering value for a digital asset and making digital collectibles possible. Some creators are already starting to take advantage of the buzz. Tennessee rock band Kings of Leon was the first band to release an album as an NFT this March with their latest album, When You See Yourself. The band released three types of NFT of the album, all including exclusive digital artwork, one of which offered a limited-edition vinyl and another that included live show perks like front-row seats for life. A company called YellowHeart developed the smart contracts and intelligence within the tokens

and claims to want to “use blockchain technology to bring value back to music and better direct-tofan relationships”. Outside music, there has been an explosion in sales of digital-only products recently, especially in gaming – from exclusive outfits in Fortnite to various in-game items in Minecraft, Roblox, or any number of other games. Fortnite is a free-to-play game yet generated $1.8 billion in revenue in 2019, most of which came from selling in-game items. It’s not difficult to see how NFTs might be used to enhance the value of such digital goods – letting platforms effectively create limited editions of items that can be resold and traded, not unlike how an artist might release a limited run of prints of an original artwork. Brands that sell tangible goods face a steeper challenge in taking advantage of these digital trends, but even some of these guys are getting in on the action too. In March, luxury brand Gucci launched a ‘virtual sneaker’ that can only be worn in digital environments. The neon-coloured digital shoes can be purchased on Gucci’s mobile app from $9 and users can try them on using augmented reality and ‘wear’ them in photographs on social media. Similarly, Nike has patented NFT versions of shoes called CryptoKicks, which allow users to create custom sneakers that may then be manufactured in the real world. In this way NFTs can blur the line between physical and virtual goods, while capitalising on monetisation opportunities in both. There are a bunch of other ways that brands can get creative like this when it comes to taking advantage of NFTs, from exclusive and limitededition digital content around new products or a physical experience like a concert or sporting event, to even crowdfunding new ideas and products with early customers being able to sell their initial purchase if the concept takes off. While the hype and hyperbole behind emerging concepts like NFTs can make it hard to distinguish the opportunity from the noise, behind most novel ideas is often the possibility of something useful. For NFTs we’ll just have to wait and see whether the emperor has any clothes, digital or not.

April 25, 2021


M MENA is the second-best media agency in the world, and the best in MENA for the fourth year in a row. That is according to RECMA, the French firm that independently ranks media agencies globally. Mediabrands, the media division of Interpublic Group of Companies, which includes UM, Magna and Initiative and is part of Middle East Communications Network (MCN) in the region, topped the list of media agency groups in the MENA region. (The top-ranked agency globally was OMD Russia.) Since 1991, RECMA has delivered regular rankings of media agencies. In its own words, “RECMA collects and analyses data from more than 70 countries. As a rating agency RECMA delivers a qualitative evaluation of media agencies based on 19 criteria in 45 countries.” The criteria include such variables as pitch wins, client retention, billings, award wins and diversity of portfolio. Clients can see how their agencies measure up to competition, and often use RECMA rankings when inviting potential partner agencies to pitch. Agencies can measure themselves against their competitors, and see where they are strong and where they need to improve.

‘‘ON THE OUTSIDE IT LOOKS LIKE WE’RE GROWING APART, BUT WHEN YOU LOOK AT IT WE’VE COME A LOT CLOSER TO EACH OTHER.” And ranking high on the RECMA tables can also be a valuable source of validation and encouragement internally. One of the areas where UM scored best was in client retention, and Joe Nicolas, MENAT CEO of UM Worldwide, says his the RECMA ranking is reassuring for the agency’s partners. “We tend to partner for a lengthy time,” he says. “For those clients I think [the ranking] is a proof point that they are working with the right agency.” UM has kept clients through a year of Covid-19, but Nicolas says that, in general, clients have not used the pandemic as an excuse to demand more for less. Rather, the last year has fostered tighter

LIKE A RECMA BALL UM MENA is the highestranked media agency in the region, the second highest in the world, and is part of the leading agency group in MENA. CEO Joe Nicolas explains what the rankings mean and how they came about. By Austyn Allison

partnerships as the focus of media has changed. “We’ve all been collectively squeezed,” says Nicolas. “The difference is the scope of work has dramatically changed in that period; there’s a lot more focus on performance, a lot more focus on direct sales.” He adds: “As an agency, it’s a year where we tried as much as we can to put our skin in the game when it comes to longer relationships with the clients we’ve been working with for 15 or 20 years. When an unprecedented crisis like this comes along, you have to work together.” A focus on the bottom of the sales funnel has led to a “slow anxiety” about the top, though, says Nicolas. “We said OK, how can we manage 2020? But how do we ensure that


we don’t cross the line to where, once it kicks back in 2021, our readiness isn’t in a good shape.” The agency – and its clients – have built up a lot of lower-funnel performance expertise. Now, with vaccines signalling a way out of the coronavirus crisis, UM can build on that. “There’s a real understanding that we know what the lower funnel is,” says Nicolas. “Now let’s try to figure out how the whole funnel works. Let’s perfect our understanding of the entire funnel, because everything is going to matter.” Covid has made Nicolas’s agency both more personal and more efficient. “On the outside it looks like we’re growing apart,” he says. “But when you look at it, in reality, I think we’ve come a lot closer to each other.” He adds: “Using the technology that we use, being connected all the time, I think it just proved to be faster at doing everything that we do, a lot more organised, a lot faster, a lot more efficient.” The shared experience of the global crisis has got everyone to work faster, and this combined with technology as people learned how to optimise virtual meetings. They can be recorded, timings are crisper and technology also encourages tighter tracking of projects. This comes at the expense of face-to-face meetings and can threaten the company culture that stems from a common workspace and occasional late-night blitzes. But, says Nicolas, people are more actively concerned about their colleagues. “As a leader you find yourself asking the questions, ‘Are you OK?’ ‘Are you fine?’ ‘Do you need anything?’ countless times because actually you’re worried about the wellbeing of everyone,” he says. That trickles down from a global level to each individual team member, and is something UM will build on in the future. The industry faces challenges, says Nicolas. The main one is an outdated remuneration model. Covid-19 has broadened the scope of media agencies even wider, taking in performance as well as technology and advisory services, and yet the standard payment scheme is still a commission model, based around transactions. It is becoming increasingly anachronistic as agencies evolve further from their roots of pure media buying. Time will tell whether the closer partnerships forged with loyal clients will allow UM and other agencies to develop pricing structures based on key business objectives, but perhaps the pandemic will give the media industry a push in this direction. In the meantime, the region’s top-ranked media agency has a new challenge. “It’s very difficult to get where we are in a leadership position,” Nicolas says of topping the RECMA scoreboard. “But it’s a much more difficult task to stay where you are in that leadership.” Could UM MENA take the world number one spot from OMD Russia? Nicolas says: “There are things you can and things you cannot control. What happens in Russia we can barely control, but I can control what happens in the region here and how much that makes us a good agency.”


April 25, 2021

MMA ANNOUNCES SMARTIES MENA 2020 WINNERS The MMA Smarties honours the best innovative work across MENA. This year saw a new category, Business Unusual, reflecting recent global changes


he MMA has held its regional Smarties awards, honouring the most innovative and effective modern marketing campaigns that ran across the Middle East and North Africa region during 2020. The awards were announced at a virtual ceremony held after the MMA MENA Creativity Unplugged event at the end of March. Creativity Unplugged 2021 brought together marketing thought leaders, tech experts and researchers for a half-day event. It hosted speakers from Etisalat, Rakbank, Mindshare, the Institute for Real Growth, TikTok, and Facebook, among others. This year’s Smarties had new themes to reflect global changes such as the Covid-19 pandemic and the growth of interest in social responsibility. The new themes were grouped under a category called ‘Business Unusual 2020’. Despite uncertain times in 2020 there were twice as many Smarties entries last year. The jury consisted of marketing thought leaders from MENA. They chose the winning campaigns after a long process of evaluation, taking in more than 100 submissions. Gold, Silver and Bronze Smarties were presented to winners at the virtual awards ceremony. The most successful media agency, technology enabler, ad network, advertiser and best-in-show campaign were honoured by receiving the Industry Awards. Winners of the MMA MENA Smarties 2020 winners, based on categories, included:

Product /Services Launch: • PlayStation – Marvel Iron Man VR, MENA, AdColony for PlayStation, Sony Interactive Entertainment, MediaCom – Gold • Conversations – Kickstarting new SMEs amidst the Pandemic for Rakbank, UM, Project Agora – Gold Gender Equality in Advertising: • She Can Play for Rakbank, Kiyany Media – Gold



• Media Agency of The Year: Magna • Technology Enabler of The Year: Inmobi • Ad Network of The Year: Adcolony • Advertiser of The Year: Rakbank • Best in Show: Snickers Hunger Support – Snickers; Mars; Inmobi; Mediacom UAE; Xaxis UAE (pictured)

Mobile Gaming, Gamification & E-Sports: • Euphoria Moments for Rakbank, Silverpush - Gold



Brand Awareness: • Memotraits - AI Brings Memories to Life for Rakbank, Pixelplus Media – Gold • Dubai Properties La Vie, MENA, AdColony for Dubai Properties, Dubai Holding Group, AdColony, Magna – Gold

Mobile Video: • KitKat Core for KitKat, Nestle, AdColony, Zenith MENA – Gold • M&M’s Minis Are Back for M&Ms, Mars, AdColony, MediaCom – Gold • Memotraits – AI Brings Memories to Life for Rakbank, Pixelplus Media – Gold

Lead Generation – Direct Response – Conversions: • FCA for Fiat Chrysler Automobiles, Apex Exchange, Publicis Group, Yazle – Gold

Mobile Social: • She Can Play for Rakbank, Kiyany Media – Gold

Location Based Services or Targeting: • Hajj Pack For Hajj Pack – LifeBuoy – Unilever, Magna, InMobi, Blis, DMS – Gold

Innovation: • Axe Chill for Axe – Unilever, Magna, Inmobi, Anghami – Gold • Snickers Hunger Support Campaign for Snickers, Mars, InMobi, Mediacom UAE & Xaxis UAE – Gold Machine Learning – AI: • Dove Amazon for Dove – Unilever, Magna, Amazon – Gold • Snickers Hunger Support Campaign for Snickers, Mars, InMobi, Mediacom UAE & Xaxis UAE - Gold

BUSINESS UNUSUAL 2020 Social Responsibility: • Covid-19 Resilience Grant for App Samurai – Gold • Hope Is Born for P&G - Pampers, Procter & Gamble, Leo Burnett Beirut - Gold Technology Innovation: • GSK Centrum GNE for Centrum, GSK, AdColony, Publicis Media – Gold • Etisalat Sonic, MENA, AdColony for Etisalat, Emirates Telecommunication Group Company, Initiative – Gold Customer Experience: • Etisalat Sonic, MENA, AdColony for Etisalat, Emirates Telecommunication Group Company, Initiative – Gold For the full list of winners go to campaignme.com



April 25, 2021

RED ALERT Havas PR Middle East joins Red Havas global network. The agency’s management explains why the agency is rebranding


avas PR Middle East will now be named Red Havas Middle East. The rebrand signals the agency’s entry into Red Havas’ global micro-network of ‘Merged Media’ agencies, which integrates earned, social and experiential capabilities with content at its heart. The move brings the Middle East team together with Red Havas offices across the US, Australia, Singapore, Vietnam, the Philippines, Indonesia, the UK, Italy, France and Germany.

James Wright

How does Red Havas fit in with Havas’s existing structure?

Dana Tahir, general manager, Red Havas Middle East: We’re joining Red Havas at a time of great expansion for our agency. After onboarding key clients such as Adidas, Infinity des Lumieres and Nakheel Malls – and continually diversifying our expertise, we were ready to hit the ground running with this rebrand. By linking up with this micro-network of top agencies operating from all corners of the world, we’re able to stretch our wings even further, both geographically and in terms of skillsets and investments that we can share and, in turn, leverage. Dany Naaman: CEO, Havas Middle East: Our agency remains part of the larger Havas PR Global Collective, as do all of the Red Havas agencies. This rebrand only reinforces the advantage of our integration into the Havas Village model. By becoming part of Red Havas, we’re adopting its Merged Media strategic model, which will further strengthen our PR chops and plug us into powerful content, social media and data capabilities, not to mention the local expertise of Red Havas offices globally. To cut a long story short, the Red Havas leadership will now be able to better make a meaningful difference for the brands they work with. This rebrand is happening in the name of streamlining and enhancing what they do – and that includes making them more efficient and cost-effective for clients.

What are the origins and roll-out roadmap of Red Havas globally?

James Wright, global chairman, Havas PR Global Collective; global CEO, Red Havas: Red Havas is the world’s first Merged Media agency, integrating earned, social and experiential capabilities with content at the heart. The launch of the new micro network in 2019 aimed to better integrate the Havas global PR offering by combining two of the group’s leading PR brands. At launch, Red Agency APAC offices, including Australia, Singapore and the Philippines, took on the new branding at the same time as Havas PR offices in North America. Today, Red Havas has offices in Australia (Brisbane, Melbourne and Sydney), the United States (Chicago, Pittsburgh, Phoenix, New England and New York City), the United Kingdom (London, Surrey and Manchester), France, Germany, Italy, Indonesia, the Philippines, Singapore and Vietnam. The Dubai launch comes fast on the heels of the agency announcing the launch of Red Havas Health, a global micro-network focused on health, in response to increasing demand from clients globally. Red Havas is part of the Havas PR Global Collective, a team of 1,300 consultants across 40 offices. The master plan is not to fold all of these agencies into the Red Havas network. We have many agencies that are highly specialised and plan to stay that way, and others for whom a rebrand simply doesn’t make sense. Our Merged Media approach to communications is at the heart of the Red Havas brand so we need to find the right partners who can deliver on this offering and help build upon our global Redster culture.

What do the phrases ‘Merged Media’ and ‘microagency network’ mean?

DT: The concept of Merged Media was born from the realisation that the lines of communications – earned, owned, shared and paid – aren’t just crossing; they’re merging. More than 60 per cent of public relations leaders, CEOs and students surveyed in 2019 said that within five years the average person will not be able to make a distinction between paid, earned, shared and owned media when consuming information. For consumers, it is all one and the same: Multiple platforms and channels form a singular experience, one impression. This merging of media sources mimics the way that we all now consume content across devices and platforms. A voracious appetite for digital content exists alongside a continued fondness for traditional media outlets. With so much mixing and mingling, Red Havas didn’t want to wait and see what the future of public relations would hold. We wanted to take down the walls and create that future, to help brands tell a channel-agnostic story that covers all the old media bases – as well as the new and emerging ones. As for the idea of a “micro-agency network,” the Red Havas team wanted to be sure their agencies weren’t linked in name only. They wanted to stay lean enough that not only will they stay nimble, but they will also stay


April 25, 2021

invested in one another’s successes – personally and professionally. The idea is to have a group of expert colleagues on every continent who they know well enough that there’s no hesitation to pick up the phone and ask for advice – minding the time zone differences, of course.

What areas will Red Havas be investing in to improve its offering to clients?

DN: The rebranding complements the Village model, further integrating all disciplines under one roof and truly building a client-centric model. With the support of Havas Village, we’re already able to offer and integrate content, social media, creative solutions and data capabilities. Becoming part of Red Havas will us help us bring new solutions to our clients, and identify new opportunities for brands to be more meaningful in the way they communicate with their consumers. Red Havas has actually developed an entirely new way of thinking about consumers – reframing the B2B and B2C models we’re all familiar with as P2P, or person-to-person. It’s a simple change in perspective but helps us to ground everything we do in consumer-centricity. The Red Havas global investments in content and social thus far are also substantial, and give the Middle East office access to a breadth of proprietary and third-party data and insights that we’ll use to inform bespoke programmes for our clients.

What differences will clients see between Red Havas and the old Havas PR?

DT: Moving away from a traditional PR agency, Red Havas brings new verticals and new areas of expertise, connecting our clients to a strong global network of like-minded Red Havas agency hubs and an array of new services. This opens the door for us to recruit new talent from the region in the fields of data, content creation, social media and more. Moving forward, we will continue to blend traditional and digital publishing, content, social media and data, and place that offering at the heart of our PR strategies. PR will now integrate seamlessly across content types to adapt to the media consumption of today’s consumers.

James Wright, global chairman of the Havas PR Global Collective and global CEO of Red Havas: “From retail and technology to tourism and hospitality, the breadth of opportunity in the Middle Eastern economies is staggering. We’re delighted to enrich our full-service global PR offering with the expert talent at Red Havas Middle East.”

Dany Naaman and Dana Tahir

Dany Naaman, CEO, Havas Middle East: “Along with the powerful content, social media and data capabilities that exist within our Middle East Village, we’ll now bring a more streamlined, efficient and cost-effective solution to making a meaningful difference for our clients.”

Dana Tahir, general manager of Red Havas Middle East: “By rebranding under the Red Havas banner and adopting the Merged Media model, we’re better able to bring the future of PR and communications to our clients – and to kick open the doors of the Middle East and North Africa to Red Havas clients everywhere.”




April 25, 2021

Thinking outside the cave Mediha Diyaboglu explains how ‘Socratic design’ can be an enabler in marketing’s new era Mediha Diyaboglu is a senior B2B marketer and a member of The Marketing Society UAE


e are facing constant change and uncertainty, which pushes us to adapt the way we do business. The pandemic has accelerated the change exponentially, with the convergence of rapid technological shifts such as digitalisation, artificial intelligence (AI), nanotech, biotech and 3D printing alongside demographic changes, deep shifts in geopolitical approaches and strong moral-political movements. Businesses with hierarchical structures can end up steering multiple silos from the top down, becoming too slow and unable to compete with disruptive, more agile competitors who use the scaling power of algorithms, AI, user platforms and social media to their advantage to achieve growth and survive in a highly competitive landscape. A move from products to regularly upgradable services has become a new norm. Introducing subscriptions helps build trusted and more secure relationships between brands and consumers. To realise this, we need to completely re-wire the way we think.

What is Socratic design and how can it help?

‘We cannot think even when we think we think,’ is the most fundamental assumption of Socratic design. We mostly repeat addictive thoughts, which are connected to the neurodopamine system; the addiction is a consequence of the pleasant feeling that comes from having the same thought repeatedly. These addictive assumptions often lie hidden in the unconsciousness. In order to make them explicit, we need special tools and methodologies that create a collective attention or intelligence that is capable of real thinking. The old ego thinking that produces the problems is not the same as the thinking that can solve them. Deeply rooted in a practical philosophy, Socratic design provides an opportunity to shape the future of business in a unique and innovative way. It can not only be applied to develop new strategies, products and services, but also to realise collective wisdom through the art of dialogue. First, it aligns the moral goals and vision of a business as the foundation from which new innovation can be nourished and developed. A critical investigation of the underlying concepts, assumptions and reasonings takes place next, to create a

strong purpose for the company. Analysing explicitly and awakening hidden assumptions will give rise to new lines of thinking, allowing companies to create new meaningful desires and aspirations, and subsequently the services to satisfy these desires. However, new lines of thinking are only possible with a strong, disciplined approach that eliminates old inclinations, power relations, behaviours and assumptions that could prevent innovation. A great example of this in practice is Istanbul-based Tempo Cağri Merkezi, which applied Socratic design methods across the whole organisation of 3000 employees. The thinking and innovative power of the company was no longer executed from the top down but also from the bottom up, sustaining a life-long development culture.

As marketing leaders, how do we tackle this shift in our thinking?

To succeed, we need to explore frameworks that will help us design this future and create an agile and learning-company culture that can move faster and more intelligently than our competitors. Successful businesses have a strong focus that is rooted in the company’s philosophy: Why do we exist as a business? What are our values and how can we make them real through every part of the business? What is our purpose? How do we contribute to society? What do we offer to our customers that is of real value? Why is it better and relevant for them? Consequently, businesses that align their employees with clients and partners are more resilient, and in a better position to ride the waves of change. They will not only ensure consistency in output but build trust with consumers in the long term. An easy place to start when looking to embrace Socratic design thinking is to ask yourself two crucial questions: Do I want to think this? Do I want to feel this? This will enable you to start challenging addictive thoughts and start to open yourself up to other ways of thinking that can unlock innovation.

“We mostly repeat addictive thoughts; the addiction is a consequence of the pleasant feeling that comes from having the same thought repeatedly.”


April 25, 2021

RETURN OF THE LYNX After a year’s hiatus, the regional awards show is back. Here’s who picked up Grands Prix at this year’s virtual ceremonies, and what the juries thought about the work

The Dubai Lynx International Festival of Creativity revealed this year’s winners at a virtual awards ceremony. The UAE, Lebanon, Egypt, Jordan, Saudi Arabia and Tunisia have all been awarded Grands Prix, showing a geographical spread of talent. The jury didn’t award a Grand Prix in Healthcare, but gave out two in Media – one for 2020 and one for 2021. Kate Stanners, chairwoman and global chief creative officer of Saatchi & Saatchi, and this year’s Film, Print & Publishing, Radio & Audio and Integrated Jury president, said, “We were really impressed with the quality of work. Truly world-class. It was wonderful to see so much humour being used. It is becoming increasingly rare because it is so hard to do comedy well. It was powerful to see how the region is addressing social issues by using the extra-ordinary power of creativity to make some incredibly important behavioural changes, specifically in gender equality.” During the awards ceremony, which was sponsored by headline partner TikTok, the Advertiser of the Year was awarded to Saudi Telecom Company, which also won the Entertainment Grand Prix. Bechara Mouzannar received recognition as Advertising Person of the Year. Philip Thomas, chairman of Lions and Dubai Lynx, said: “Congratulations to all of

tonight’s winners. With an initial 2,400 entries and only a small percentage going on to win an award, it’s an admirable achievement to be included in this small group of winners. The Grands Prix have been awarded to a broad range of countries from the region, showing that creativity truly has no borders. They have set the new benchmark for creative excellence in MENA and provide a barometer for the region’s current industry landscape.” Dubai Lynx has also announced that a second edition of Lynx Live will take place in July 2021. Ian Fairservice, managing partner, Motivate Media Group, and vicechairman of Dubai Lynx, said: “After the success of Lynx Live last year, we’re delighted to be able to bring a second edition to the region’s industry. We know that now, more than ever, our community needs a platform to collaborate, learn and get inspired, and through Lynx Live we can offer a digital education and networking experience tailored to the specific needs and challenges of our region.” Popular content formats like the Lynx Debate, Lynx Shorts and Lynx Stories will return, with audio partner Anghami once again providing support through the production of podcasts and showreels. Further information on Lynx Live will be released shortly.

April 25, 2021

Noise-O-Meter Brand: Bose Agency: Wunderman Thompson Dubai Brand Experience and Activation Grand Prix What the judges said: Bas Korsten, Global chief creative officer, Wunderman Thompson; Brand Experience & Activation jury president Now, more than ever, it’s important to celebrate creativity. A Grand Prix is the pinnacle of that. There’s always one idea that is better than the rest. In every category. So, let’s celebrate that idea to inspire our young talent, our industry and the wider world. It was interesting to see that the 2021 work for us as a jury felt fresher than the 2020 work. Even though the 2021 work has been made under much harder conditions than most of the 2020 work. For me it’s a sign of the power of creativity as a force of life. Brand Experience & Activation is a category for work that needs to inspire people into action. A task which is even harder when people are in lockdown. Here’s to all the brands that succeeded in doing just that.

Al Umobuwah: Putting “Mum” Into “Parenthood”; Parenthood Rephrased Brand: Babyshop Agency: FP7 McCann, Dubai Creative Strategy Grand Prix Creative Effectiveness Grand Prix What the judges said: Fernando Machado, global CMO, Restaurant Brands International; Creative Effectiveness, Creative Strategy jury president This was another very iconic campaign, which will surely get a lot of recognition in different categories. Simple, to the point, beautifully crafted. A brand that is taking a stand and rising above others by not just trying to sell a product and instead having a point of view about things that matter to its consumers, people and society. And yet again the results show that taking chances and doing something creative does pay off.



April 25, 2021

Peace Camo Brand: The Lebanese Army Agency: TBWA\RAAD Dubai Design Grand Prix

Hunger Insurance Brand: Snickers Agency: Impact BBDO Dubai Digital Grand Prix

The New National Anthem Edition Client: An-Nahar Agency: Impact BBDO Dubai, UAE Direct Grand Prix Glass:The Award for Change Grand Prix Radio & Audio Grand Prix Print & Publishing Grand Prix What the judges said: Kate Stanners, chairwoman & global chief creative officer, Saatchi & Saatchi; Integrated, Film, Print & Publishing, Radio & Audio jury president We awarded the Grand Prix in Audio, and Print and Glass because it demonstrated the power of a word. It sounds easy, one word can change everything. But to change a national anthem is extraordinary, and its subsequent impact was incredible. What the judges said: Peter Khoury, CCO, TBWA\ Hunt Lascaris, South Africa; Direct and Outdoor jury president I personally love this category. Direct is the oldest form of advertising and has had a spectacular resurgence over the last decade or so. Starting conversations where none existed and turning monologues into dialogues that lead to meaningful action, or behaviour change, is this category at its best. We saw a wide range of ground-breaking work that disrupted the status quo in meaningful ways – whether it was turning time into currency, the sun into money, dreams into numbers, or challenging cultural norms and triggering governments to address equality. The Grand Prix did exactly this; they started a dialogue with a whole country. It hit the heart and gave people the courage and motivation to speak up and push for change.

April 25, 2021

The Man Who Couldn’t Handle His Handle Client: Saudi Telecom Company Agency: Wunderman Thompson, Riyadh, Saudi Arabia Entertainment Grand Prix What the judges said: Luke Southern, CEO, DRUM, UK; Entertainment jury president The Entertainment category is all about celebrating work that contributes to culture and goes beyond the

Thank You Russia Client: Lada Agency: TBWA\RAAD, Beirut Production house: Clandestino Films, Beirut Film Grand Prix What the jury president said: Kate Stanners, chairwoman & global chief creative officer, Saatchi & Saatchi; Integrated, Film, Print & Publishing, Radio & Audio jury president The Grand Prix for film was chosen for its simplicity. It was a strong idea, brilliantly crafted, fantastic writing. Comedy is hard to do and this was a great example. We also liked the fact that it was done on a budget, which shows that if you have a good idea, you don’t need huge budgets to turn it into an impactful film.

traditional relationship that audiences have with advertisers, and for 2021 the strongest work from across the region is exemplary of this. Leveraging all forms of entertainment to address societal issues, confront prejudice or simply to gain and then hold an audience’s attention in a non-transactional way, the jury were left in no doubt that the region continues to push forward outstanding and progressive work at the intersection of the worlds of advertising


and entertainment. This was evident, of course, in this year’s Grand Prix – a hugely enjoyable, wonderfully crafted piece of entertainment, rooted in a great (and true) cultural insight to create a campaign that audiences could enjoy as a piece of entertainment in its own right. A short-form docutainment film that in the jury’s opinion could go toe-to-toe with the latest from Netflix, Amazon or the other SVOD giants any day of the week.


April 25, 2021

Hohos: A Whole New Roll Client: Edita Agency: Elephant, Cairo Production house: Good People Films, Cairo Film Craft Grand Prix What the judges said: Laura Geagea, managing director & executive producer, The Sweetshop, China/ Asia; Film Craft jury president The Grand Prix winner in Film Craft Direction was a clear pick for our jury. It uses a creative approach that was so simple and straight to the point, but that actually wasn’t at all. It’s brilliantly casted, it’s funny and it’s straight to the point. So, for us in the jury room it was ticking a lot of the craft boxes we were looking for. I definitely had a very positive experience watching the work overall. Any time myself and my fellow jurors were meeting to discuss the work we were commenting on how well crafted a lot of the work was. That it was interesting and bold. And that the craft was used in order to push the stories and films further, especially put in the cultural context of the region.

Ocean In a Bottle Client: Bee’ah Agency: Leo Burnett Dubai, UAE Industry Craft Grand Prix

#SafetyForSafekeepers – Baklava Got Legs Client: ABAAD Resource Center for Gender Equality Agency: Leo Burnett Beirut, Lebanon Grand Prix for Good

April 25, 2021


Unilever Hajj Pack Client: Unilever Agency: Magna Global Dubai, UAE Media Grand Prix (2020) What the judges said: Imogen Hewitt, CEO, Spark Foundry, Australia; Media jury president This was an unusual year for these awards. Judging both 2020 and 2021, and doing so virtually, presented its own unique challenges. Not to mention the backdrop of Covid-19 creating challenges a plenty for agencies and clients alike. But the industry proved yet again to be capable of agility, of insight, of sensitivity and of affecting real change behaviourally and commercially. The standard of work was such that although we were only tasked with awarding one Grand Prix we elected as a jury to award two, one for 2020 and one for 2021. In both instances the work represented what we believed to be at the heart of media excellence. The winning 2020 case demonstrated particular excellence in the use of data and targeting. Building out and intercepting specific user journeys and successfully closing the loop to deliver significant sales results in a category where share is particularly hard to win. It also took a highly relevant cultural insight and deployed it sensitively in the perfect collection of moments and with specificity of message. The thinking extended all the way through to new product development to meet a genuine consumer need. This case used technology with enormous intelligence, creating a sustainable program that can be repeated for many years to come.

A Dad’s Job Client: Home Centre, Dubai Agency: FP7 McCann, Dubai, UAE Media Grand Prix (2021) What the judgessaid: Imogen Hewitt, CEO, Spark Foundry, Australia; Media jury president The winning 2021 case was a master class in media integration, audience segmentation and smart phasing. The case identified a controversial cultural insight and, by bravely shining a light on it, actually created a new growth audience for the brand. The media planning was exceptional and displayed enormous commitment to the campaign idea. At every critical touch point the brand’s stand on the cultural issue they identified was communicated with empathy, relevance and true media innovation, ultimately affecting everything from audience to phasing, to shop-front to product to gender representation, and of course channel. A completely integrated approach that drove brand love and sales.


April 25, 2021

The Book That Will Change Your Life Client: Al Futtaim Ikea Agency: Memac Ogilvy Dubai, UAE Integrated Grand Prix What the judges said: Kate Stanners, chairwoman & global chief creative officer, Saatchi & Saatchi; Integrated, Film, Print & Publishing, Radio & Audio jury president In Integrated, Ikea was awarded for an idea that was perfectly executed in each channel it utilised, and each channel added to the impact of the campaign.

The Uncovered Client: Tunisie Telecom Agency: Wunderman Thompson, Tunis; Ahmini, Kairouan Mobile Grand Prix

April 25, 2021

The King of Internet Client: Connect Agency: TBWA\RAAD Dubai Outdoor Grand Prix What the judges said: Peter Khoury, CCO, TBWA\Hunt Lascaris, South Africa; Outdoor jury president Outdoor plays a unique role in our daily lives. Culturally, it can be a powerful tool that starts conversations and adds meaningful value to people’s lives. We saw some spectacular campaigns that brought scale and immediacy to powerful

messages, displayed and delivered for the world to see. We also saw some big ideas that didn’t necessarily come with big budgets but were just as powerful. The Grand Prix specifically is a wonderful idea that uses something very old to sell something very new in the most innovative and entertaining way. It’s Insightful, useful. It taps into a societal challenge and turns it into a meaningful opportunity whilst also offering a permanent solution. And you could see that people were thankful. I hope you like it as much as we did.

RANKINGS Network of the Year

1. BBDO Worldwide 2. TBWA Worldwide 3. McCann Worldgroup

Media Network of the Year 1. Hearts & Science 2. Zenith 3= Carat; Magna Global; PHD Worldwide

MENA Agency of the Year 1. Impact BBDO, Dubai 2. FP7 McCann, Dubai 3. TBWA\RAAD, Dubai

Independent Agency of the Year

1. And Us, Dubai, UAE 2. Elephant, Cairo, Egypt 3. Science & Sunshine, Dubai, UAE

Golden Palm Award

1. Dejavue, UAE 2. Good People Films, Egypt 3= Clandestino Films, Lebanon; Red Prod, Tunisia

Every Drop Counts Client: Miyahuna Agency: Memac Ogilvy, Amman, Jordan PR Grand Prix




April 25, 2021

BECHARA MOUZANNAR Advertising Person of the Year Former CCO of Publicis Communications MEA and CCO of Leo Burnett MEA Philip Thomas, Chairman of Lions and Dubai Lynx, said: “Bechara Mouzannar’s dedication to both the region’s communications industry and to developing creativity is evidenced in the 1,000 plus awards he’s received on both the global and regional stages; including three Network of the Year titles for Leo Burnett, and Agency of the Year and Media Agency of the Year titles for Leo Burnett Beirut at Dubai Lynx. We’re delighted to be presenting him with this accolade.” Mouzannar’s career has seen him work with some of the world’s most recognisable brands, said the Lynx. With his flair for engaging storytelling, Mouzannar has helped these brands navigate the evolving digital sphere and connect with their customers. The 36

Lion awards at Cannes Lions, including six Gold Lions, pay testament to Mouzannar’s innovative mind and creative expertise. Bechara Mouzannar said: “It is both an honour and a privilege for me to receive this prestigious regional award, given for the very first time to a chief creative officer. I feel blessed to have partnered with several generations of amazing creative and strategic talents, with passionate, determined and inventive people, to achieve results, including all our clients who gave us inspiring brands as an opportunity to building inspiring ideas and entertaining stories, with the ultimate goal of engaging audiences. This award also comes at the very moment when I am starting a new and different venture in the neighbouring entertainment industry. I believe this is where elegant advertising will be heading. I may have missed the dawn, but I have decided to be there for the morning dew.”

SAUDI TELECOM COMPANY Advertiser of the Year Philip Thomas, chairman of Cannes Lions and Dubai Lynx, said: “The Advertiser of the Year award is a recognition of creative excellence that demonstrates the value of marketing communications. STC have continuously shown a commitment to creating powerful campaigns that have pushed Saudi Arabia towards their 2030 vision. We are delighted to award them this year’s Advertiser of the Year.” Mohammed Abaalkheil, corporate communication GM at STC, said: “Devotion is one

of the main values in STC and creativity is one of the measures that ensure delivering devoted performance. Being in a transformational phase from a national telecom provider to a regional and global digital player can decrease the chances of winning such prestigious awards, yet winning this during such times is a great indicator of how we stick and devote ourselves to our values.” Ahmed Alsahhaf, former marketing communication GM of the consumerbusiness unit at STC and now CEO of MBC Media Services, said: “At STC we endeavour to offer our

customers innovative and data-driven services that enhance business and everyday life. We believe advertising is critical to nurturing our relationship with our existing customers and resonating with new audiences. We are extremely proud of our record at Dubai Lynx; since our first win in 2016, we have been awarded 19 times, including three Grands Prix and two Gold awards. Being named Advertiser of the Year is an accolade we are extremely proud of and reflects STC’s dedication to our customers and Saudi’s 2030 vision.”

April 25, 2021



Winning is always pleasing. But Agency of the Year and Network of the Year are the most rewarding prizes of all. And to have done this for the last three years is frankly astonishing. It means that the whole agency worked together to make a body of work that was good enough to win top spot in Dubai and the region three years in a row. Especially if you look at all the other agencies and the amazing work they submitted. To be honest, as I was watching the Lynx Show, I was blown away by our competitors’ work. It was truly brilliant stuff, and congratulations to everyone who won.

BBDO has our own brand ethos and it’s all about great work. It is so great when you achieve this in awards shows. We had big clients winning for Etisalat, Snickers and Lotto, as well as work that made a big difference for great causes. But the one theme was how effective our work was. It told a great story, delivered it and hit home hard. An-Nahar probably tops the pride levels. After winning a GP at Cannes with Blank Edition, we have produced another campaign that has the same level of scale and creativity. This is testament to our team who worked on it. I am also full of pride for the awards we won for Etisalat. This amazing client pushes us to go that extra mile, and to give them something back is so cool. There is also Snickers Hunger Insurance. This campaign took blood, sweat and tears and a very supportive client. I was also proud of our agency partners in BBDO Beirut. This country has had more than their share of misfortune, and all through this they worked with us to deliver time and time again. But to be honest I am super proud of each and every shortlist. An award-winning client is not made. They are clients who naturally trust the agency. Not just to win awards but to create work that does what all great award-winning work does: sells the thing you are advertising. You need to strike the right balance. Awards are secondary to doing our job. Our job is making sure the clients are succeeding. Our ambition is always to sell first and win awards second. Lastly, I would like to say thanks to the Dubai Lynx. They pulled off an incredible show. These are very tough times, which makes it all the more remarkable.

“Impact BBDO have been our success partners-in-crime for the past five years and we’re thrilled that year-in, year-out we continue to see our brand become more loved and stand for what we truly believe in: togetherness. This wouldn’t have been possible unless both Etisalat and Impact BBDO were completely in sync when it comes to understanding everything from the insight, to the target segment and the industry as a whole. Freedom was a groundbreaking film and one that truly stood out, and the proof is in the pudding with great research and sales results ever since. As for the launch of our sonic, The Sound of Togetherness, we can’t say together matters unless we take the daily slices of life and put those into a feel-good and cheerful sonic that embodies what we say, do, act and feel.” – Etisalat

“This win has a great deal of significance to us all at An-Nahar and Impact, not for the mere sake of the awards, but for the fact that this is not the first win for the Lebanese National Anthem Modified Version. Today we stand so proud of this achievement, when it might have seemed to many a rather crazy venture back then. Thank you one more time Dubai Lynx.” – An-Nahar



April 25, 2021

DEJAVU Golden Palm Award (for best production house) Neelay Shah, director, Dejavu What does winning mean to you and the team? To win at the prestigious Dubai Lynx is an extremely gratifying feeling. It feels great to be recognised by industry peers from around the region. It is a culmination of a lot of hard work from the entire team. It is the perfect outcome for all the effort the team has put in through the last two years. In the current times it feels even more special as it shows the never-say-die attitude that we pride ourselves on. It is a testament to the relentless work ethic and the endless hours put in to make sure we pay attention to all the details at every stage of the filmmaking process. That is something that happens only if you are passionate about what you do. And for us to collectively have that passion and love for crafting is a truly heartening feeling. What aspect of the work are you most proud of? The one thing that I am extremely

happy about and proud of is that all the work that we won for was part of the brands’ marketing objectives. There was a specific piece of communication that the client and the agency wanted for the brand, against it being for some sort of charity or non-profit organisation. We are proud of executing these ideas and bringing the creatives’ visions to life whilst constantly pushing the boundaries and making sure we give our best to every job. There are a lot of factors that have to come together to make memorable work. There needs to be an idea that is special from the agency. The idea then has to be visualised by a director who brings his vision and his input to the project. All this collectively has to be bought by a client who is trusting and ready to take bold decisions. For all these elements to work out in perfect harmony and for us to be able to deliver something that the client and the brand benefits from is something that I am extremely proud of.

April 25, 2021

AND US Independent Agency of the Year


founder and chief creative officer, And Us What does winning mean to you and the team? We might be one step closer to changing the industry culture but for us it’s only the first step of many. In our minds, winning means disrupting the status quo – to break out of the monotony and shock our system back to life. That starts with empowering creatives – to restore their confidence and give them the freedom to dream big. Creatives aren’t just workhorses delivering a product – they have an innate understanding of the industry and what it takes to succeed. To tell a creative, “You focus on the ideas, we’ll focus on the numbers,” is to do them a great disservice. Agencies that are led by creatives consistently deliver the best work. Period. Are there any themes in your winning work? Out of the box, strategic, simple, effortless and effective creative solutions. What aspect of the work are you most proud of? We take pride in the fact that everything we’ve done is commissioned work that’s been briefed by our clients to solve their problems or create business opportunities that help achieve their business KPIs. The fact that we’ve achieved the highest number of shortlists and awards by an independent agency since the inception of Dubai Lynx is also something we’re proud of, but outperforming some of the big network agencies was even better. And we’re not done yet. What makes an award-winning client? Award-winning clients know and understand that when it comes to marketing, groundbreaking business outcomes are only made possible by groundbreaking ideas. If you want surprising outcomes, you need surprising inputs.

“We’ve been working with And Us since 2019 and we’ve been so impressed by their creativity and executional excellence. We are really in awe of the out-of-the box ideas And Us comes up with.” George Schempers —Head of Marketing, Deliveroo

“We feel we have an agency that genuinely feels like an extension of our team that is able to address real business needs with creative excellence. There is a focus on driving the bottom line and talking to our customers in a unique way that cuts through the typical industry norms; this has paved the way for Batelco to increase our top-of-mind awareness and spontaneous ad recall in the market.” Bilal Adham —Chief Marketing Officer, Batelco

“And Us not only pushes the creative boundaries but also pushes us as the client out our comfort zones and stretches us in taking bold decisions to really create an impact in a very cluttered sector. Kudos to Fadi and the team on this well-deserved win.” Hussein Kandil — Regional Marketing Director MENA – Restaurants, Americana Foods – National Food Company

“At Coca-Cola we are in a constant quest of understanding people in deeper and more meaningful ways. And Us shares this ambition and its focus on clear, simple insights is reflected on work that resonates with our audiences, and is creatively sound and distinct.” Claudia Navarro — VP Marketing Eurasia & Middle East Operating Unit, Coca-Cola




April 25, 2021


April 25, 2021

Scale and reach Choueiri Group’s chief marketing officer, Walid Yared, looks at how television fits into a post-pandemic marketing mix


ow have advertisers’ requirements changed since last year?

With the Covid-19 pandemic continuing to persist on a world-wide level, its adverse impact on the global economy has been widely felt. In light of the recessionary environment ever since last year, we have witnessed a steady shift towards performance marketing, as businesses have had to focus heavily on their bottom line. At the same time, brands are also being compelled to re-look at their efforts on the brand front as well. What advertisers are realising this year is that focusing on performance without the requisite brand equity and awareness in place does not necessarily translate well. Today, with proven data supporting their decisions, they have reached a stage where they must try to optimise both.

What was the impact of Covid-19 on TV advertising?

As far as TV advertising is concerned, the pandemic has resulted in a paradoxical situation, where despite TV viewership witnessing a significant boost, we were unable to see a corresponding rise in TV advertising figures. This was primarily due to brands placing budgets and campaigns on hold in the face of lengthy lockdowns and the overall uncertainty brought about by the pandemic.

What will be the long-term effects of Covid-19?

Although Covid-19 has played an important role over the course of last year and continues to factor into 2021 as well, it is still a transient occurrence. In terms of the lifecycle of things, we believe that the pandemic will eventually serve as a temporary event and not become a long-term focus or deterrent for TV advertisers. The impact and pressure on

“Realising the long-lasting effectiveness of television branding, brands are certainly exploring other avenues where TV can affect and improve the scale and reach of their campaigns.”

television advertising will however continue to stem from other more tangible and sustained sources, such as the ongoing digital transformation.

How have viewer habits changed in the last year? People are spending more time at home and seeking different ways to entertain themselves. This phenomenon has affected TV consumption, with the time spent watching TV (inclusive of video-ondemand platforms) significantly increasing, as compared with the pre-pandemic period.

How are advertisers integrating TV with other media channels?

Realising the long-lasting effectiveness of television branding, brands are certainly exploring other avenues where TV can affect and improve the scale and reach of their campaigns. An example of this would be how brands are now integrating TV with their digital strategies and using TV content across their social media platforms. Aligned with the cutting-edge practices of advanced global advertising markets, advertisers are now also leveraging TV to fit into their performance plays. Tools such as Brand4mance reiterate TV’s prowess as a potent medium that can effectively deliver on the traditional brand front, as well as the newly valued performance front.

What new services are TV broadcasters offering advertisers, beyond the traditional 30-second spot?

I would not necessarily term anything as ‘new’, but TV advertising has continuously been evolving, growing and thriving, to empower brands with greater effectiveness through a varied range of services and executions. These include items that guarantee viewability such as branded content, product placements, etc. In addition, TV’s extension to ad-funded video on demand (AVOD), subscription-funded video on demand (SVOD) and social media platforms that have higher reach and impact with younger viewers such as Gen Z, has also been very noticeable. This has added to its appeal as a far-reaching advertising medium, which is giving

brands newer ways to target audiences. TV today is also placing more tools than ever before at the disposal of clients. These include innovative solutions such as marketing mix modelling, cross media studies and brand lift studies, which are all paving the way forward for better return on investment.

What advice would you give to brands with limited budgets to make the most of their TV spend?

To make the most of their TV advertising budgets, brands should be focused on developing partnerships with publishers and media agencies who can help them define and identify where their audiences are, and what impact TV has on their brands, as well as their performance concerns, offline and online, as part of a holistic approach. One great example is when brands uncover a ‘mediumperformance’ channel that has a high affinity with their target audience and consequently generates much higher performance than other channels deemed to be ‘high-performance’ and consequently a lower cost of acquisition. Affinity therefore is a crucial question, which must be answered.

By Walid Yared, chief marketing officer, Choueiri Group




April 25, 2021

HUAWEI Video enhances library of shows and channels for everyone With free and premium tiers, Huawei’s video streaming service now boasts exclusive and mass content


aunched in April 2020, HUAWEI Video, the on-demand, pre-installed video application on Huawei smart devices, has already clocked impressive growth in the range of available content, regional relevance, and the number of active users. The combined number of free and paid-for TV channels on HUAWEI Video now exceeds 100, including a range of premium regional channels from MBC and Rotana. Users have access to content from a wide selection of channels across categories – news, general entertainment, movies, music, and more. Even for those that choose not to subscribe, there is great value in HUAWEI Video. All viewers can watch a broad, and growing range of ad-supported Hollywood movies and Arabic language series. HUAWEI Video+, the premium version of the video streaming service, takes things up a level. Now available in 13 markets across the MENA region, subscribers can watch more than 20,000 movies and TV series from around the world. The platform recently partnered with STARZPLAY, a leading regional content provider, to offer discounts of up to 63 per cent to subscribers in KSA, UAE, Kuwait, and Oman, when signing-up to STARZPLAY through HUAWEI Video. Building on the strong customer response to the HUAWEI Video and STARZPLAY collaboration announced last year, users can benefit from tremendous value as it offers access to STARZPLAY and HUAWEI Video+. Viewers will especially appreciate no longer needing to switch between streaming platforms, as they can instantly access the constantly growing library of premium STARZPLAY content on their HUAWEI Video app, at exceptional value. This partnership followed a strong collection of local platforms including Weyyak and Shofha. One of the most appreciated features of HUAWEI Video is how user-friendly it is, while it is continuously enhancing and refining functionalities. It offers an intuitive user interface that uses a comprehensive content curation strategy, with organised categories customised for each market.

The interface makes cohesive use of display banners with a considered repetition factor, and an intelligent personalised recommendations engine. Layouts are diverse yet consistent, and the integration of in-app curation, social media and push notifications ensures that viewers do not inadvertently miss out on content that matters to them. The user experience will reach a new level with the imminent launch of HUAWEI Video’s newest feature, Replay TV. In time for Ramadan 2021, users can view previously aired programmes from 80+ channels, including some of the region’s most-watched channels. All previously aired programmes up to 14 days old are viewable with features such as pause, rewind and fast-forward. For media professionals and brands, HUAWEI Video offers an unprecedented opportunity to reach a new, untapped audience through in-app advertising. Huawei Mobile Services (HMS) has recently launched HUAWEI Ads, a real-time advertising marketplace through which media companies can buy impressions using programmatic technology. Buyers can place adverts inside the HUAWEI Video app in a range of formats, including splash, native, banner, and video roll ads. “HUAWEI Video is a direct response to our customers’ desire to be able to watch their favourite channels, TV shows and movies on their smart devices at any time and any place,” said Noha Jadallah, HUAWEI Video Operations Lead, Huawei Mobile Services. “We’ve been successful in meeting their needs with a platform that provides a wealth of content, is user-friendly, and makes intelligent recommendations based on their viewing history and preferences.” “For the region’s media community, HUAWEI Video opens up access to a new and sizeable audience of affluent, tech-savvy content consumers. Through inapp advertising, purchased through the HUAWEI Ads marketplace, brands can also achieve high levels of consumer engagement and follow through.”

“HUAWEI Video offers an unprecedented opportunity to reach a new audience through in-app advertising.”

April 25, 2021


hink of any big global event of your lifetime and you almost always immediately recall where and when you saw it on TV. For me, as a young man it was the live reports of Peter Arnett, Bernard Shaw and others as they reported live from Baghdad in 1991. That war was defining for my generation, and it was important for people to see and hear updates of what was happening. We were glued to the screen for days on end as we sought real-time facts and information. Fast-forward 29 years to another important event in our region and you again see the power of TV but in a different context. This time it was the tragic blast in my hometown of Beirut. Unlike 1991, information was immediate via social media, but it was overwhelming, muddled and shrouded in uncertainty and disinformation. What had happened, and what had been the cause? As news consumers now, we are addicted to our phones, but when something of that magnitude happens you quickly know to turn away from social media and look to trusted news on TV or online to find exactly what I had needed all those years before – facts and information. We are in a different world, of course, with all kinds of access to information, but we still need facts from a source that we can trust.  In a way, these two examples highlight the enduring power of news. A brand like CNN, which I have been proud to work with for nearly 20 years, may not be just TV news any more, as the networks spreads across linear, on-demand, digital, mobile, social and even audio platforms. But the heritage and the trust that come with a legacy media brand like CNN and others matters. It matters when consumers make their choice of who they turn to when they need facts most. This trend doesn’t just relate to me but is much broader. The last year has seen record audiences turn to trusted news sources as they tried to make sense of the pandemic and its impact. This is borne out in the data, with the Reuters Institute Digital News Report 2020 finding that trust in media was more




Why have big-name news channels seen a boom in the past year? It’s a question of trust, writes MIS Gulf’s Marwan Kai

than twice the level for social networks, video platforms or messaging services when it came to information about Covid-19. Consequently, credible news sources saw large uplift in ratings and traffic throughout the last year, with US cable news networks dominating the ratings. In our case, CNN was number one in all of cable this January, making it our biggest month on record and including the most-watched day in our history. In digital, comScore showed record audiences across credible sources, but again CNN was the number one global digital news source. These are, of course, historic highs, and ratings do fluctuate, but they illustrate the power of news when it matters most. The impact of Covid-19 goes well beyond how people choose their news sources. It has dramatically changed how we use technology in our everyday lives and has taken people out of their comfort zones when it comes to experiencing media in new ways. At CNN, downloads of audio content went up over 75 per cent last year and subscription to newsletters was up over 90 per cent as people wanted more personalised news in a way that fitted in with their increased use of other media, such as podcasts. And the types of stories that people are consuming is changing as well. As the world re-evaluated many long-held norms, people looked for more stories about sustainability, social justice and purpose, and diversity and inclusion. The hunger for this content reflected a desire for wider social change – something that we in the Middle East have seen for some time now amongst our increasingly young and progressive populations.   The world of business has also been re-set. Macro-economics are changing at a rapid pace and companies that were in start-up or incubator mode 12 months ago are now becoming established household brands. Zoom became a verb as its stock price surged from $67 at the start of 2020 to peak at $559 in October.  This isn’t just a narrative that news organisations are taking note of. The brands and government entities that I work with are tapping into these very same trends as well. As the world opens up in a mid- and (hopefully) post-Covid world, brands want to be where the audience is and businesses want to position themselves at the heart of digital and social

transformation. The context of where their messages appear has become even more important. Many challengers have come on to the news scene over the years, but the last year has proved that while the consumption and distribution of news has changed beyond all recognition since 1991, the values of quality news have not. It is this legacy and commitment to facts first that will ensure the enduring relevance of news to consumers and advertisers however and wherever we choose to experience it.

By Marwan Kai, CEO of MIS Gulf


April 25, 2021

Continuous consumers MBC Media Solutions CEO Ahmed Al Sahhaf explains how data, structure and integration can allow brands to get closer to their audiences across MBC GROUP’s platforms


hat measurements do advertisers ask for?

Advertisers are asking for accurate and timely measurements that ensure transparency and quantify returns to ensure each ad dollar invested is even more accountable. To achieve this, MMS has made available to the industry a standardised measurement framework and reporting system, along with other new solutions that will be rolled out in the near future. MMS is currently gathering data through MBC GROUP’s set of TV boxes in Saudi. It is reported daily, in minute-byminute terms, allowing advertisers to know precisely what is working and what is not. MMS also overlays TV data with Shahid data, which gives clients a unique and better representation of household and individual consumers in a much more realistic and uninterrupted manner.

Where do you see the biggest opportunities for business growth?

We see a gap in the Saudi market with an increasing demand from clients and opportunity for growth across all sectors including government and SMEs, which have been growing rapidly in recent years. A lot of local brands are eager to access MBC’s platforms now, given the solution-oriented approach we have developed. With our proposition that includes data accuracy, scale and best-in-class culturally relevant content, we believe MBC GROUP is in a unique position to deliver on our clients’ performance goals. Lastly, content integration is another growth opportunity to diversify clients’ investments within MBC and push through in-content revenue

Where are the biggest threats to business growth?

The threats we face are very similar to the ones the advertising market as a whole is currently navigating: uncontrollable external factors (the economy, Covid-19, etc.), reduction in advertisers’ ad dollars and fragmentation of consumer attention due to access to more content than ever before. Our response is to continue providing a platform that draws engaged viewers who advertisers can target with premium Arabic content. We have a strong customer value proposition, defining what we aim to offer in the market across the three pillars of content excellence, data-driven thinking and partnership-led solutions, and we are diversifying that offering to our clients across all MBC GROUP platforms. Internally we do this by focusing on diverse talent from sales to data scientists, underpinned by processes and automation.

How are your teams structured to service brands?

MMS has structured its talent to cater to both agencies and clients in a symbiotic manner, with teams servicing agencies and clients divided by sectors. These teams work together to ensure there is one voice, one solution and one approach towards the brands and businesses we cater to. Instead of the usual industry sectors, MMS has categorised the client teams based on how consumers make buying decisions adapting to the continuous consumer forces, resulting in three distinct categories: high involvement, fast-moving consumer decisions, and government and SMEs. The latter is based out of Riyadh in order to cater to the new Saudi government’s ambitions, which will further amplify how we can go to market

What sort of mix do you see between traditional advertising and integrated advertising from brands?

Currently, the mix is heavily skewed towards traditional ‘around-content’ advertising due mainly to the wide-spread familiarity of this approach and the consistent performance achieved in the past. While we believe this will not change much, we do also believe that ‘in-content’ (integrated advertising) investments are drastically increasing for several reasons. First is the enhanced proximity between advertiser and station around the content produced. Given MMS’s in-house presence, we are one and the same with the stations. Second is the availability of data now down to the minute-level within programmes to showcase the utility of integrations in a much more scientific manner. Third is the cross-platform reach in-content integrations provided from a pure scale perspective (across TV, Shahid and social media platforms). And last but not least is the growth of original production from the MBC Group, which allows us to weave organically relevant brands into a programme’s storyline.

How busy is Ramadan compared with the rest of the year?

Ramadan is and has always been one of our busiest seasons. In fact, MBC records a notable 23 per cent increase in household viewership compared with other months, reaching more than 14.6 million individuals in KSA, 4.7 million in the UAE, Kuwait and Qatar and 11.4 million in Iraq. The changes in 2021 are felt more so on the content and distribution sides, driven by the granular data available. This is allowing us to provide the premier viewing experience across all the MBC GROUP platforms our loyal consumers have become accustomed to. We are also pushing for more integration and there is more appetite from clients to be within our content.

What advice would you give to brands wanting to maximise their effectiveness and efficiency with MBC Group?

First, continue leveraging the premium Arabic content only MBC Group can provide. Second, think of your ultimate goal, what success looks like, and allow us and your agency partners to seek out and recommend how our solutions can help drive your brand and business forward.

By Ahmed Al Sahhaf, CEO, MBC Media Solutions



April 25, 2021


www.aajtak.intoday.in PARENT COMPANY: Living Media LAUNCHED: 1999 BASED: India LANGUAGE: Hindi REACH: MENA AVAILABILITY: Du, Etisalat, OSN, Ooredoo MEDIA REP: IAS Media: +971 4 447 5760 DEMOGRAPHICS: India’s leading general Hindi News channel, devoted to providing the latest news to its viewers. Expat Indians (18-55 yrs.) living in the UAE. FLAGSHIP PROGRAMMES: Dustak, Khabardar, Halla Bol, Vishesh

Abu Dhabi Sports

www.adsports.ae PARENT COMPANY: Abu Dhabi Media FOUNDED: 1969 BASED: Abu Dhabi LANGUAGE: Arabic REACH: Pan Arab Abu Dhabi Sports channels, also known as Al Riyadiya, is Abu Dhabi Media’s popular broadcaster of local and international sports in the region, featuring three free-to-air channels (1, 2 and Extra) and four subscriptionbased high-definition sports channels (3, 4, 5 and 6). The channels have the exclusive rights to air popular international sports events in the MENA region according to the highest international quality and standards, leveraging state-of-the-art technology. Abu Dhabi Sports plays a leading role in promoting local sports events and initiatives by broadcasting major championships, and has created a specialised training programme for Emirati graduates to attract local talent and help produce a generation of highly qualified sports media specialists who are recognised throughout the sports media industry.

Abu Dhabi TV

www.adtv.ae www.abudhabitv.ae PARENT COMPANY: Abu Dhabi Media FOUNDED: 1969 HEADQUARTERED:UAE LANGUAGE: Arabic MEDIA REP: Mediasat: +971 4 454 5454, mediasat@choueirigroup.com VIEWERS: 2.7 million (GCC Adults 15+); 70% between 15-40 yrs age GENRE: Lifestyle, series, news, talk shows, entertainment shows


www.adtv.ae www.addrama.ae PARENT COMPANY: Abu Dhabi Media FOUNDED: 2010 HEADQUARTERED: UAE LANGUAGE: Arabic MEDIA REP: Mediasat: +971 4 454 5454, mediasat@choueirigroup.com VIEWERS: 275,000 (GCC Adults 15+); 71% between 15-40 yrs age

Al Aan TV

www.alaan.tv LAUNCHED: 2006 BASED: UAE LANGUAGE: Arabic MEDIA REP: In-house: startups@alaan.tv; +971 4 427 7895 REACH: Pan-Arab AVAILABLE: Arabsat, Nilesat, Du TV (IPTV), Etisalat FLAGSHIP PROGRAMMES: Nujoum Bila Hudoud; Al Yawm; Studio Al Aan, Noon; Hatha Yawmi; Mawedna Shabab

Al Arabiya

www.alarabiya.net PARENT COMPANY: Middle East Broadcasting Center LAUNCHED: 2003 BASED: UAE LANGUAGE: Arabic REACH: MENA (free-to-air) , Worldwide (cable) AVAILABILITY: Arabsat, Nilesat, OSN, beIN, Etisalat, Du VIEWERSHIP: 5.7 million (GCC adults 15+) DEMOGRAPHICS: 74 per cent male; 81 per cent aged over 25 FLAGSHIP PROGRAMMES: Closing Bell, Main News Bulletin, Tafaolcom RAMADAN SPECIALS FOR 2020: 25 Questions from Tafaolcom; Min Al Haramain; Wa Rattal Al Quran GENRE: News

Al Ekhbariya

www.sba.sa PARENT COMPANY: Saudi Broadcast Authority HEADQUARTERED: Saudi Arabia YEAR FOUNDED: 2004 LANGUAGE: Arabic GENRE: News REACH: Worldwide AVAILABILITY: OSN, Arabsat, Nilesat, Etisalat, Hotbird, Asia-sat, Galaxy 19, Hipasat, UHF, Du, YouTube, Terrestrial broadcast, YouTube. VIEWERSHIP: 865,000 (Saudis 15+)i; 70% males; 61% 35+ FLAGSHIP PROGRAMMES: AlRaseed; Huna AlRiyadh; Tabaa Mushahed; AlMuntasef. MEDIA REP: Saudi Media Company: sales@saudimedia.sa; +971 4 425 4285 (Dubai); +966 11 271 6909 (Riyadh); +966 12 657 2323 (Jeddah)

Al Emarat

www.adtv.ae http://www.emarattv.ae PARENT COMPANY: Abu Dhabi Media FOUNDED: 2000 HEADQUARTERED: UAE LANGUAGE: Arabic MEDIA REP: Mediasat: +971 4 454 5454, mediasat@choueirigroup.com VIEWERS: 95,000 (GCC Adults 15+); 63% between 15-40 yrs age GENRE: Shows about Emirati culture and heritage, art, science and news

April 25, 2021

Al Hadath

www.alhadath.net PARENT COMPANY: Middle East Broadcasting Center LAUNCHED: 2014 BASED: UAE LANGUAGE: Arabic REACH: MENA AVAILABLE: Arabsat, Nilesat, Etisalat, Du VIEWERSHIP: 1.4 million (GCC Arab Adults 15+) DEMOGRAPHICS: 72 per cent males; 84 per cent older than 25 GENRE: News

Al Resalah PARENT COMPANY: Rotana Media Group LAUNCHED: 2006 BASED: Egypt LANGUAGE: Arabic REACH: GCC, Levant, North Africa, Europe, and USA AVAILABILITY: Arabsat, Nilesat GENRE: Al Resalah is an Arabic religious channel broadcasting a variety of daily live and non-live programmes suitable for all ages, which represents true Islam. MEDIA REP: RMS: www.rotana.net; +971 4 567 4380; +971 52 538 8889; rms@rotana.net

ARY Digital

www.arydigital.tv PARENT COMPANY: ARY Group LAUNCH: 2000 BASED: Pakistan LANGUAGE: Urdu WEBSITE: arydigital.tv REACH: MENA AVAILABILITY: Du, Etisalat, OSN, Ooredoo MEDIA REP: IAS Media: +971 4 447 5760 DEMOGRAPHICS: The network caters to the needs of South Asians, particularly the Pakistani diaspora. It brings quality family entertainment to its viewers. 15-44 yrs.; Pakistani expats living in the UAE. FLAGSHIP PROGRAMMES: Jeeto Pakistan, Good Morning Pakistan, Meri Nanhi Pari, Pukaar, Noor Ul Ain, Salaam Emirates

ARY News

www.arynews.tv PARENT COMPANY: ARY Group LAUNCH: 2004 BASED: Pakistan LANGUAGE: Urdu WEBSITE: arydigital.tv REACH: MENA AVAILABILITY: Du, Etisalat, OSN, Ooredoo MEDIA REP: IAS Media: +971 4 447 5760 DEMOGRAPHICS: The network caters to the needs of South Asians, particularly the Pakistani diaspora. A Pakistani news channel committed to bring you latest Pakistan news & featured stories from around Pakistan & all over the world.. 25-50+ yrs.; Pakistani expats living in the UAE. FLAGSHIP PROGRAMMES: Breaking News, The Reporter, PowerPlay with Arshad Sharif, Off the Record with Kashif Abbasi, 11th Hour with Wasim Badami


Asianet Middle East PARENT COMPANY: STAR India (subsidiary of The Walt Disney Company) BASED: UAE LANGUAGE: Malayalam MEDIA REP: Anjali Desai: Anjali.Desai@startv.com; +971 4 391 2333 GENRE: Malayalam general entertainment Channel featuring the best of series, movies, reality shows and locally created content

B4U Aflam

www.b4uaflam.com PARENT COMPANY: B4U Network BASED: Dubai, UAE YEAR FOUNDED: 2013 LANGUAGE: Arabic REACH: MENA AVAILABLE: Free-to-air channel is available on Nilesat across all the leading networks: STC, Mobily, OSN, Du, Etislat MEDIA REP: B4U Network, MENA: +971 4 431 1892 VIEWERSHIP: 900,000+ daily Arab viewers aged 15+ in KSA DEMOGRAPHICS: Arabs B4U Aflam is a part of B4U Network and has been successfully entertaining its Arab viewers with unlimited Bollywood content. All Bollywood movies are dubbed or subtitled into Arabic, reaching out to Arab viewers across the MENA region, with a focus on Saudi Arabia. FLAGSHIP PROGRAMMES: Imraaw A Aftakher – Junior Chef

B4U Plus www.b4uplus.com PARENT COMPANY: B4U Network BASED: Dubai, UAE FOUNDED: 2013 LANGUAGE: Hindi REACH: MENA AVAILABLE: Free-to-air channel available on Nilesat across leading networks: Du, Etislat, OSN MEDIA REP: B4U Network, MENA: +971 4 431 1892 VIEWERSHIP: More than 500,000 daily Asian viewers aged 15+ in the UAE market DEMOGRAPHICS: South Asian B4U Plus brings you the finest customised Indian home entertainment content for Middle East audiences in addition to the best of Bollywood movies. The channel is one of the first free-to-air general entertainment channels to target South Asian audiences, keeping them connected to their home through the world of Bollywood. FLAGSHIP PROGRAMMES: Achievers’ Kitchen- Taste of Tradition Diwali ke Zaike


April 25, 2021

BBC World News

bbcglobalnews.com PARENT COMPANY: BBC HEADQUARTERED: London NUMBER OF STAFF: 20,000 (whole of BBC) FOUNDED: 1995 LANGUAGE: English REACH: More than 200 countries and territories globally, including the Middle East AVAILABILITY: Cablevision, Omantel, Vodafone, E-Vision VIEWERSHIP: 465 million households, 3 million hotel rooms, 180 cruise ships, 53 airlines, including 13 distributing the channel live in-flight DEMOGRAPHICS: Affluent millennials, high-net-worth individuals, highly educated with a global perspective FLAGSHIP PROGRAMMES: HARDtalk; Impact; Live With Lucy Hockings; Talking Business with Aaron Heslehurst; Newsday; Our World; Sport Today; Click; The Travel Show; Talking Movies MEDIA REP: Ali Taher, vice-president, advertising & partnership sales MENA, Turkey and Mediterranean: +971 4 367 8090; +971 55 8014 000

CNBC Arabia PARENT COMPANY: Middle East Business News HEAD OFFICE: Dubai, UAE YEAR FOUNDED: 2003 AVAILABLE: Free-to-air in Nilesat and Arabsat CNBC Arabia is the Arab World’s preeminent and first 24-hour Arabic-language financial and business information channel, presenting in-depth and up-to-the-minute coverage of regional and international affairs from an Arab economic perspective. CNBC Arabia brings real-time information to the most influential, powerful and affluent audience in the Middle East and Northern Africa. Building on the most comprehensive economic and financial news-gathering infrastructure, with the best journalists in the region, CNBC Arabia presents relevant coverage of regional and international business events – engaging audiences with information to act on. As the first business channel to deliver live regional market data in the Middle East through its signature ticker, comprehensive and analytical reporting, with credible and informed anchors, CNBC Arabia enables investors to make quick and informed decisions in a dynamic and changing environment. With bureaus in major MENA regions, CNBC Arabia is supported by the global newsgathering resources of CNBC.

CNN PARENT COMPANY: Warner Media HEADQUARTERED: Atlanta, USA FOUNDED: 1980 LANGUAGE: English GENRE: News REACH: Global AVAILABILITY: It is available through Every US cable provider and major satellite providers internationally CNN’s portfolio of news and information services is available in seven different languages across all major TV, digital and mobile platforms, reaching more than 475 million households around the globe. CNN International is the number one international TV news channel, and in the last year CNN has registered the highest US audiences in its history. CNN Digital is the number one online news destination across all platforms, with more unique visitors, global unique visitors, mobile unique visitors, millennial unique visitors, politics visitors and video starts than any other competitor. CNN is uniquely positioned to tell stories for, about and from the Middle East from our bureaux throughout the region including Abu

Dhabi, home to a major global broadcast hub and Connect The World with Becky Anderson. On digital, CNN Arabic has been based in UAE for almost 20 years and is undergoing substantial audience growth across the region and beyond. VIEWERSHIP NUMBERS: 475 million households around the globe VIEWER DEMOGRAPHICS: Global audiences, CNN attracts high number of influential and business audiences Flagship programmes. News Room, Connect the World with Becky Anderson, Quest Means Business, First Move, Amanpour MEDIA REP: Media International Services (MIS Gulf; Marwan Kai, CEO); www.misgulf.com; +971 4 321 2003

Colors Rishtey Asia

www.indiacast.com www.colorstv.com/mena/ PARENT COMPANY: Viacom 18 Media HEADQUARTERED: Mumbai (regional HQ: Dubai) FOUNDED: 2015 LANGUAGE: Hindi GENRE: Variety entertainment shows & blockbuster movies with only one break REACH: Key countries include UAE, Qatar and GCC countries, South Africa, Nigeria, Kenya, Tanzania, Uganda, Mauritius & Indian Ocean islands, Angola, Mozambique, and across the ME&A region with OTT partnership. AVAILABLE: Elife TV, du, YuppTV, Oreedoo, DStv, StarTimes, Azam TV, Parabole, Mauritius Telecom, Canal+, TopStar, StarSat, Zap TV, Zuku TV and multiple cable operators in east Africa SALES: Debkumar Dasgupta: Debkumar.Dasgupta@indiacast.com; +971 4 367 9890

Colors TV

www.indiacast.com www.colorstv.com/mena/ PARENT COMPANY: Viacom 18 Media HEADQUARTERED: Mumbai (regional HQ: Dubai) FOUNDED: 2010(Middle East); 2012 (Africa) LANGUAGE: Hindi GENRE: Fiction and reality shows produced in India; some shows produced locally in the UAE REACH: Key countries include UAE, Qatar and GCC countries, South Africa, Nigeria, Kenya, Tanzania, Uganda, Mauritius & Indian Ocean islands, Angola, Mozambique, and across the ME&A region with OTT partnership. AVAILABLE: Elife TV, du, YuppTV, Oreedoo, DStv, StarTimes, Azam TV, Parabole, Mauritius Telecom, Canal+, TopStar, StarSat, Zap TV, Zuku TV and multiple cable operators in east Africa SALES: Debkumar Dasgupta: Debkumar.Dasgupta@indiacast.com; +971 4 367 9890

Dubai One

www.dmi.ae PARENT COMPANY: Dubai Media Incorporated FOUNDED: 2004 HEADQUARTERED: UAE LANGUAGE: English/Arabic REACH: global, AVAILABILITY: Arab Sat Badr, Hot Bird and Nile Sat MEDIA REP: MEMS: +971 4 454 54 54; mems@choueirigroup.com VIEWERS: 605,000 (GCC Adults 15+); 76% between 15-40 yrs age FLAGSHIP PROGRAMMES: Fashion Star ,Astronauts, Carpool Karaoke, Golden Globes GENRE: Comedy, action, drama, romance

April 25, 2021

Dubai Racing

www.dmi.ae PARENT COMPANY: Dubai Media Incorporated FOUNDED: 2008 HEADQUARTERED: UAE REACH: Global, through satellite AVAILABILITY: Arab Sat Badr, Hot Bird and Nile Sat MEDIA REP: MEMS: +971 4 454 54 54; mems@choueirigroup.com VIEWERS: 28,000 (GCC Adults 15+); 90% between 15-40 yrs age GENRE: Sports

Dubai TV

www.dmi.ae PARENT COMPANY: Dubai Media Incorporated FOUNDED: 2004 HEADQUARTERED: UAE LANGUAGE: Arabic REACH: Global, through satellite AVAILABILITY: Arab Sat Badr, Hot Bird and Nile Sat MEDIA REP: MEMS: +971 4 454 54 54; mems@choueirigroup.com VIEWERS: 2.5 million (GCC Adults 15+); 70% between 15-40 yrs FLAGSHIP PROGRAMMES: Carpool Karaoke, Victorius, Astronauts, Fashion Star,The Doctors, Mashaheer

Dubai Sports

www.dmi.ae PARENT COMPANY: Dubai Media Incorporated FOUNDED: 2003 HEADQUARTERED: UAE LANGUAGE: Arabic REACH: Global, through satellite AVAILABILITY: Arab Sat Badr, Hot Bird and Nile Sat MEDIA REP: MEMS: +971 4 454 54 54; mems@choueirigroup.com VIEWERSHIP NUMBERS: 17,000 (GCC Adults 15+); 85% between 15-40 yrs age FLAGSHIP PROGRAMMES: UAE National soccer league GENRE: Sports

Fatafeat PARENT COMPANY: Discovery Inc HEADQUARTERED: Dubai FOUNDED: 2006 LANGUAGE: Arabic GENRE: Food content REACH: MENA AVAILABILITY: BEIN, Starzplay VIEWERSHIP: 2 million (70 per cent female; 30 per cent male, aged 35 +) FLAGSHIP PROGRAMMES: Matbakh Manal Al Alem; Matbakhna Al Arabi MEDIA REP: Media International Services (MIS Gulf; Marwan Kai, CEO); www.misgulf.com; +971 4 321 2003


PARENT COMPANY: Euronews SA HEADQUARTERED: France NUMBER OF STAFF: 650 FOUNDED: 1993 LANGUAGE: 9 TV editions (English, French, German, Greek, Hungarian, Italian, Portuguese, Russian and Spanish) and 12 web editions (English, French, German, Greek, Hungarian, Italian, Portuguese, Russian, Spanish, Turkish, Arabic and Persian) GENRE: World news from a European perspective and compelling programmes covering topics such as science, climate, business, travel, culture, current affairs. REACH: 160 countries worldwide AVAILABILITY: +1000 operators worldwide / in the Middle East/Qatar: Ooredoo, Etisalat, BeIn, My-HD Euronews is the number one international news channel in Europe. Its mission is to empower people to form their own opinion. Euronews is unapologetically impartial and seeks to offer a diversity of viewpoints. Euronews is “All Views”. Euronews is broadcast 24/7 and boasts 12 distinct language editions. Euronews delivers impartial news trusted by audiences across the world, available in 400+ million homes across 160 countries, including 67% of households in the European Union. It reaches 141 million people every month. VIEWERS: 141 million people every month (TV + Digital – GWI Q4 2020); premium affluent, business leaders, decision makers and frequent travellers (IPSOS Affluent Europe 2020) FLAGSHIP PROGRAMMES: Postcards, Focus, Business Line, Explore, Taste, Adventures MEDIA REP: Christian Kachacha, Regional Head Middle East: christian.kachacha@euronews.com; +971 4 431 3302; +971 50 714 3436

Carolyn Gibson Chief Revenue Officer

Christian Kachacha Regional Head, Middle East



April 25, 2021

FOX Family Movies


foxfamilyhd.foxarabia.tv PARENT COMPANY: 21st Century Fox LAUNCHED: 2010 BASED: United States LANGUAGE: English with Arabic subtitles REACH: MENA AVAILABILITY: Etisalat, BeIN, Ooredoo, Cable Vision, My HD MEDIA REP: IAS Media: +971 4 447 5760 VIEWERSHIP DEMOGRAPHICS: 100 per cent true family movies; safe for children and fun for the whole family

fxhd.foxarabia.tv PARENT COMPANY: 21st Century Fox LAUNCHED: 2006 BASED: United States LANGUAGE: English with Arabic subtitles REACH: MENA AVAILABILITY: Etisalat, BeIN, Ooredoo, Cable Vision, My HD MEDIA REP: IAS Media: +971 4 4475760 VIEWERSHIP DEMOGRAPHICS: Men; 15-54 yrs. FLAGSHIP PROGRAMMES: American Horror Story, Sons of Anarchy

FOX Life

History Channel

foxlife.foxarabia.tv PARENT COMPANY: 21st Century Fox LAUNCHED: 2004 BASED: United States LANGUAGE: English with Arabic subtitles REACH: MENA AVAILABILITY: Etisalat MEDIA REP: IAS Media: +971 4 447 5760 DEMOGRAPHICS: Female skewed; 15-49 yrs. FLAGSHIP PROGRAMMES: The Taste S1 & 2, Jamie’s Quick & Easy Food, Real Girl’s Kitchen, Home Team

FOX Movies foxmovieshd.foxarabia.tv PARENT COMPANY: 21st Century Fox LAUNCHED: 2008 BASED: United States LANGUAGE: English with Arabic subtitles REACH: MENA AVAILABILITY: Du, Etisalat, BeIN, And Ooredoo MEDIA REP: IAS Media: +971 4 447 5760 DEMOGRAPHICS: Men & Women; 15-49 yrs.; destination for the entire family FLAGSHIP PROGRAMMES: Blockbusters from TCF, Sony, Intalia, Paramount and Lionsgate

www.history.com PARENT COMPANY: A&E Networks LAUNCH: 1995 BASED: USA LANGUAGE: English REACH: MENA MEDIA REP: IAS Media: +971 4 447 5760 DEMOGRAPHICS: Avid travellers and those who enjoy culture and travel FLAGSHIP PROGRAMMES: Vikings, The Curse of Oak Island, Alone

Hum Masala (Masala TV)

www.masala.tv PARENT COMPANY: Hum Network Limited Pakistan LAUNCHED: November 2006 BASED: Dubai LANGUAGE: Urdu REACH: Algeria Bahrain, Chad, Djibouti, Egypt, Iran, Iraq, Jordan, Kuwait, Lebanon, Libya, Mauritania, Morocco, Oman, Palestine, Saudi Arabia, Somalia, South Sudan, Sudan, Syria, Tunisia, United Arab Emirates and Yemen AVAILABLE: Etisalat, OSN MEDIA REPRESENTATIVE: M. Saad Qazi: +971 50 361 5642; saad.qazi@hum.tv VIEWERSHIP: More than 500,000 households and 2 million individuals

FOX Rewayat

foxrewayat.foxarabia.tv PARENT COMPANY: 21st Century Fox LAUNCHED: 2018 BASED: United States LANGUAGE: Arabic REACH: MENA AVAILABILITY: Etisalat MEDIA REP: IAS Media: +971 4 4475760 DEMOGRAPHICS: Primarily women; 18-49; Arab locals & Arab expats. Emotional, values-driven, social, curious


www.hum.tv/hum-mena PARENT COMPANY: Hum Network Limited Pakistan LAUNCHED: July 2014 BASED: Dubai LANGUAGE: Urdu GEOGRAPHICAL REACH: Algeria Bahrain, Chad, Djibouti, Egypt, Iran, Iraq, Jordan, Kuwait, Lebanon, Libya, Mauritania, Morocco, Oman, Palestine, Saudi Arabia, Somalia, South Sudan, Sudan, Syria, Tunisia, United Arab Emirates and Yemen AVAILABILITY: Etisalat, Du, OSN, Ooredoo MEDIA REPRESENTATIVE: M. Saad Qazi: +971 50 361 5642; saad.qazi@hum.tv VIEWERSHIP: More than 500,000 households and 2 million individuals


April 25, 2021

Hum News

www.humnews.pk PARENT COMPANY: Hum Network Limited Pakistan LAUNCHING: May 2018 BASED: Dubai LANGUAGE: Urdu REACH: Algeria Bahrain, Chad, Djibouti, Egypt, Iran, Iraq, Jordan, Kuwait, Lebanon, Libya, Mauritania, Morocco, Oman, Palestine, Saudi Arabia, Somalia, South Sudan, Sudan, Syria, Tunisia, United Arab Emirates and Yemen AVAILABLE: Etisalat, Du, OSN MEDIA REPRESENTATIVE: M. Saad Qazi: +971 50 361 5642; saad.qazi@hum.tv

Hum Sitaray

LBC Sat PARENT COMPANY: Rotana Media Group LAUNCHED: 1994 BASED: Lebanon LANGUAGE: Arabic REACH: GCC, Levant, North Africa, Europe, and USA AVAILABILITY: Arabsat, Nilesat GENRE: General entertainment, social talk shows. Home to an impressive collection of shows catered to Arab female audiences as it airs a wide variety of shows with a Levant flair, including some of the latest Egyptian and Pan-Arab productions. FLAGSHIP PROGRAMMES: Be My Guest, Under Control (ta7t el saytara) MEDIA REP: RMS: www.rotana.net; +971 4 567 4380; +971 52 538 8889; rms@rotana.net

www.humsitaray.tv PARENT COMPANY: Hum Network Limited Pakistan LAUNCHED: December 2013 BASED: Dubai LANGUAGE: Urdu REACH: Algeria Bahrain, Chad, Djibouti, Egypt, Iran, Iraq, Jordan, Kuwait, Lebanon, Libya, Mauritania, Morocco, Oman, Palestine, Saudi Arabia, Somalia, South Sudan, Sudan, Syria, Tunisia, United Arab Emirates and Yemen AVAILABLE: Etisalat MEDIA REPRESENTATIVE: M. Saad Qazi: +971 50 361 5642; saad.qazi@hum.tv VIEWERSHIP: More than 300,000 households and 1.2 million individuals FLAGSHIP PROGRAMMES: Babul Ki Sahaliyan, Chirriyon Ka Chamba, Dooriyan

M+ Channel

India Today

Majid TV

https://www.indiatoday.in/ PARENT COMPANY: India Today Group LAUNCHED: 1975 BASED: India LANGUAGE: English REACH: MENA AVAILABILITY: Du, Etisalat, OSN, Ooredoo MEDIA REP: IAS Media: +971 4 447 5760 DEMOGRAPHICS: India’s most watched general English news channel that is devoted to providing pure and relevant news to its viewers around the clock. Expat Indians (18-55 yrs.) living in the UAE

PARENT COMPANY: Rotana Media Group LAUNCHED: 2017 BASED: Egypt LANGUAGE: Arabic REACH: GCC, Levant, North Africa, Europe, and USA AVAILABILITY: Encrypted Uncut music hits from all over the planet for the viewers to enjoy in high definition format. 24 hours a day, a wide selection of the latest and most appealing Arabic video clips, from all over the Arab world for all subscribers to enjoy hours of Arabic tunes in high definition format. MEDIA REP: RMS: www.rotana.net; +971 4 567 4380; +971 52 538 8889; rms@rotana.net

www.adtv.ae www.majid.ae PARENT COMPANY: Abu Dhabi Media FOUNDED: 2015 HEADQUARTERED: UAE LANGUAGE: Arabic MEDIA REP: Mediasat: +971 4 454 5454, mediasat@choueirigroup.com VIEWERS: 1.2 million (GCC Arab kids 4-14 yrs old); 50% girls, 50% boys, 72% between 4-10 yrs age GENRE: Largest producer of original Arabic animation FLAGSHIP PROGRAMMES: Catch Fodouli, Oloum Sghar, Amoona, Al Naqeeb Khalfan, Fateen, Zakiya, Jamool, Basal Wa Filfil. GENRE: Kids’ programmes, local productions and animations

KSA Sports 1, 2, +1, +2

www.sba.sa PARENT COMPANY: Saudi Broadcast Authority HEAD OFFICE: KSA YEAR FOUNDED: 2002 LANGUAGE: Arabic GENRE: Sports REACH: Worldwide AVAILABILITY: OSN, Arabsat, Nilesat, Etisalat, Hotbird, Asia-sat, Galaxy 19,hispasat, UHF, Du, YouTube, Terrestrial broadcast, YouTube VIEWERSHIP: 1.75+ Million (Saudis 15+); MENA; 94% male; 76% 15-44 yrs FLAGSHIP PROGRAMMES: MBS Saudi Pro League; Saudi King’s Cup; Saudi Super Cup; Diwaniyah MEDIA REP: Saudi Media Company: sales@saudimedia.sa; +971 4 425 4285 (Dubai); +966 11 271 6909 (Riyadh); +966 12 657 2323 (Jeddah)

Manorama News

www.manoramanews.com PARENT COMPANY: Malayala Manorama Group LAUNCHED: 2006 BASED: India LANGUAGE: Malayalam REACH: MENA AVAILABILITY: Du, Etisalat, STC, Mobily, Oredoo Qatar, Qatar Cable Vision MEDIA REP: IAS Media: +971 4 447 5760 DEMOGRAPHICS: A Malayalam news channel for the majority South Indian population living in the UAE FLAGSHIP PROGRAMMES: Counter Point, Parayathe Vayya

April 25, 2021

Mazhvil Manorama

www.mazhavilmanorama.com PARENT COMPANY: Malayala Manorama Group LAUNCHED: 2011 BASED: India LANGUAGE: Malayalam REACH: Middle East and North Africa AVAILABILITY: Du, Etisalat, STC, Mobily, Oredoo Qatar, Qatar Cable Vision MEDIA REP: IAS Media: +971 4 447 5760 DEMOGRAPHICS: A Malayalam general entertainment television channel for the majority South Indian population (15-44 yrs.) living in the UAE FLAGSHIP PROGRAMMES: Ningallkum Aakam Kodeeshwaran (Who wants to be a Millionaire) Super 4, Udan Panam, Thakarppan Comedy, Sthreepadham, Brahmaram

MBC Action

www.mbc.net PARENT COMPANY: Middle East Broadcasting Center LAUNCHED: 2007 BASED: UAE LANGUAGE: English (with Arabic subtitles) and Arabic REACH: MENA AVAILABLE: Arabsat, Nilesat, OSN, Shahid VIP, Etisalat, Du, GOBX MEDIA REP: MBC Media Solutions +97143919999; hello@mms.net VIEWERSHIP: 8.1M viewers per Month in KSA (source: PANEL+, Total Population 15+) DEMOGRAPHICS: 36% Female. 64% Male FLAGSHIP PROGRAMMES: Driven; Eish el Dour; Formula 1, WWE, Japanese Anime, Hollywood action movies. GENRE: Western entertainment

MBC Bollywood

www.mbc.net PARENT COMPANY: Middle East Broadcasting Company LAUNCHED: 2013 BASED: UAE LANGUAGE: Arabic dubbed; Hindi (Arabic Subtitles) REACH: MENA AVAILABLE: Arabsat, Nilesat, beIN, Etisalat, Du, Shahid VIP, OSN, GOBX MEDIA REP: MEDIA REP: MBC Media Solutions +97143919999; hello@mms.net VIEWERSHIP: 4.6M Total viewers per Month in KSA (source: PANEL+, Total Population 15+) DEMOGRAPHICS: 52% Females. 48% Males. GENRE: Bollywood

MBC Drama

www.mbc.net PARENT COMPANY: Middle East Broadcasting Center LAUNCHED: 2010 BASED: UAE LANGUAGE: Arabic REACH: MENA AVAILABLE: Arabsat, Nilesat, OSN, Shahid VIP, Etisalat, Du, GOBX MEDIA REP: MEDIA REP: MBC Media Solutions +97143919999; hello@mms.net Population 15+) DEMOGRAPHICS: 51% Female. 49% Male. GENRE: Arabic series


MBC Iraq

www.mbc.net PARENT COMPANY: Middle East Broadcasting Center LAUNCHED: 2019 BASED: UAE LANGUAGE: Arabic (mainly Iraqi, but also Syrian and Egyptian) REACH: MENA AVAILABLE: Arabsat, Nilesat, OSN, Shahid VIP, Etisalat, Du, GOBX MEDIA REP: MBC Media Solutions +971 4 391 9999; hello@mms.net FLAGSHIP PROGRAMMES: 3ae2lty Tarba7, Hadeeth bagdad. GENRE: General entertainment


www.mbc.net PARENT COMPANY: Middle East Broadcasting Center DATE LAUNCHED: 2008 BASED: UAE LANGUAGE: English (Arabic Subtitled) REACH: MENA AVAILABLE: Arabsat, Nilesat, OSN, Shahid VIP, Etisalat, Du, GOBX MEDIA REP: MBC Media Solutions +971 4 391 9999; hello@mms.net VIEWERSHIP: 6.7M Total viewers per Month in KSA (source: PANEL+, Total Population, 15+) DEMOGRAPHICS: 44% Female. 56% Male. GENRE: Western movies


www.mbc.net PARENT COMPANY: Middle East Broadcasting Center LAUNCHED: 1991 BASED: UAE LANGUAGE: Arabic REACH: MENA AVAILABLE: Arabsat, Nilesat, Etisalat, Du, Shahid VIP, GOBX MEDIA REP: MBC Media Solutions +971 4 391 9999; hello@mms.net VIEWERSHIP: 12.3M Total viewers per Month in KSA (source: PANEL+, Total Population, 15+) DEMOGRAPHICS: 54% Female. 46% Male. FLAGSHIP PROGRAMMES: TOP CHEF, Little Big Shots. The Masked Singer, Ta7edy Al Aelat, Kalam Nawem


www.mbc.net PARENT COMPANY: Middle East Broadcasting Center LAUNCHED: 2003 BASED: UAE LANGUAGE: English (Arabic subtitled) REACH: MENA AVAILABLE: Arabsat, Nilesat, OSN, Shahid VIP, Etisalat, Du, GOBX MEDIA REP: MBC Media Solutions +971 4 391 9999; hello@mms.net VIEWERSHIP: 9.7M Total viewers per Month in KSA (source: PANEL+, Total Population, 15+) DEMOGRAPHICS: 35% Female. 65% Male. GENRE: Western movies


April 25, 2021


www.mbc3.net PARENT COMPANY: Middle East Broadcasting Center LAUNCHED: 2004 BASED: UAE LANGUAGE: Arabic & English REACH: MENA, USA and Europe AVAILABLE: ArabSat, NileSat, Etisalat, Du, MBC3HD and GOBX MEDIA REP: MBC Media Solutions +971 4 391 9999; hello@mms.net VIEWERSHIP: 2.9M Total viewers per Month in KSA (source: PANEL+, 4-14 Years old) & 7.8M Total Viewers per Month in KSA(Source: PANEL+, Total Population, 15+) FLAGSHIP PROGRAMMES: Mix of the biggest kids’ Blockbuster titles GENRE: Children’s programmes

News 18

www.indiacast.com www.colorstv.com/mena/ PARENT COMPANY: Viacom 18 Media HEADQUARTERED: Mumbai (regional HQ: Dubai) FOUNDED: 2014 (Middle East) LANGUAGE: English GENRE: News REACH: UAE and across the ME&A region with OTT partnership. AVAILABLE: Elife TV, du, YuppTV SALES: Debkumar Dasgupta: Debkumar.Dasgupta@indiacast.com; +971 4 367 9890

Noor Dubai MBC 4

www.mbc.net PARENT COMPANY: Middle East Broadcasting Center LAUNCHED: 2005 BASED: UAE LANGUAGE: Arabic, English (Arabic subtitled) REACH: MENA AVAILABLE: Arabsat, Nilesat, OSN, Shahid VIP, Etisalat, Du, GOBX MEDIA REP: MBC Media Solutions +971 4 391 9999; hello@mms.net VIEWERSHIP: 8.2 M Total viewers per Month in KSA (source: PANEL+, 15+) DEMOGRAPHICS: 54% Female. 46% Male. FLAGSHIP PROGRAMMES: Trending, Arous Beirut, Beauty Match GENRE: Arabic/Western entertainment

MTV India

www.indiacast.com www.colorstv.com/mena/ PARENT COMPANY: Viacom 18 Media HEADQUARTERED: Mumbai (regional HQ: Dubai) FOUNDED: 2012(Middle East) LANGUAGE: Hindi and English GENRE: Music, Reality shows and youth culture programming REACH: Key countries include UAE, Qatar and GCC countries, South Africa, Nigeria, Kenya, Tanzania, Uganda, Mauritius & Indian Ocean islands, Angola, Mozambique, and across the ME&A region with OTT partnership. AVAILABLE: Elife TV, du, YuppTV, Oreedoo, DStv, StarTimes, Azam TV, Parabole, Mauritius Telecom, Canal+, TopStar, StarSat, Zap TV, Zuku TV and multiple cable operators in east Africa SALES: Debkumar Dasgupta: Debkumar.Dasgupta@indiacast.com; +971 4 367 9890

National Geographic Abu Dhabi PARENT COMPANY: Fox Networks Group Middle East in partnership with Abu Dhabi Media HEAD OFFICE: UAE NUMBER OF STAFF: 20 FOUNDED: 2009 BASED: UAE LANGUAGE: Arabic REACH: MENA AVAILABLE: Nilesat, Arabsat GENRE: Factual programming

www.dmi.ae PARENT COMPANY: Dubai Media Incorporated FOUNDED: 2008 HEADQUARTERED: UAE LANGUAGE: Arabic REACH: Global, through satellite AVAILABILITY: Arab Sat Badr, Hot Bird and Nile Sat MEDIA REP: MEMS: +971 4 454 54 54; mems@choueirigroup.com VIEWERSHIP: 43,000 (GCC Adults 15+); 80% between 15-44 yrs age FLAGSHIP PROGRAMMES: Al Bath Al Mubasher- Salfa we mafiha GENRE: Conservative, social, religion

OSN Living

http://osn.com/ PARENT COMPANY: Orbit Showtime Network (OSN) HEAD OFFICE: Dubai FOUNDED: 2018 LANGUAGE: Arabic GENRE: Lifestyle channel including all things cooking, travel and home design. REACH: 21 Markets across the MENA region MEDIA REP: Ellis D’Rozario, vice-president ad sales; Ellis.DRozario@osn.com; +971 4 367 7888

OSN Mezze

http://osn.com/ PARENT COMPANY: Orbit Showtime Network (OSN) HEAD OFFICE: Dubai FOUNDED: 2020 LANGUAGE: English with Arabic subtitles GENRE: An exclusive food channel with cooking and baking with professional, celebrity and amateur chefs, cooking competitions, recipes and everything food. REACH: 21 Markets across the MENA region MEDIA REP: Ellis D’Rozario, vice-president ad sales; Ellis.DRozario@osn.com; +971 4 367 7888


April 25, 2021

OSN Movies First

http://osn.com/ PARENT COMPANY: Orbit Showtime Network (OSN) HEAD OFFICE: Dubai FOUNDED: 2017 LANGUAGE: English with Arabic subtitles GENRE: Flagship movie channel with the first exclusive and most recent movies featuring the most high-profile premieres and biggest blockbusters airing here nine to 10 months before any other channel. REACH: 21 Markets across the MENA region MEDIA REP: Ellis D’Rozario, vice-president ad sales; Ellis.DRozario@osn.com; +971 4 367 7888

Rotana Clip PARENT COMPANY: Rotana Media Group LAUNCHED: 2003 BASED: Egypt LANGUAGE: Arabic REACH: GCC, Levant, North Africa, Europe, and USA AVAILABILITY: Arabsat, Nilesat GENRE: Music videos MEDIA REP: RMS: www.rotana.net; +971 4 567 4380; +971 52 538 8889; rms@rotana.net

OSN Woman OSN Yahala Al Oula

http://osn.com/ PARENT COMPANY: Orbit Showtime Network (OSN) HEAD OFFICE: Dubai FOUNDED: 2011 LANGUAGE: Arabic GENRE: Exclusive and the latest series, Arabic-dubbed Turkish dramas, live shows and more. REACH: 21 Markets across the MENA region MEDIA REP: Ellis D’Rozario, vice-president ad sales; Ellis.DRozario@osn.com; +971 4 367 7888

OSN Series First

http://osn.com/ PARENT COMPANY: Orbit Showtime Network (OSN) HEAD OFFICE: Dubai FOUNDED: 2017 LANGUAGE: Arabic GENRE: Flagship series channel with all the latest drama and action series from the biggest studios, straight from the US. REACH: 21 Markets across the MENA region MEDIA REP: Ellis D’Rozario, vice-president ad sales; Ellis.DRozario@osn.com; +971 4 367 7888

OSN Yahala Cinema

http://osn.com/ PARENT COMPANY: Orbit Showtime Network (OSN) HEAD OFFICE: Dubai FOUNDED: 2016 LANGUAGE: Arabic GENRE: The ultimate Arabic movie destination. Watch the latest Arabic movies first – uncut in HD. Enjoy special featurettes, director’s cuts, programmes about classical Arabic cinema and much more. REACH: 21 Markets across the MENA region MEDIA REP: Ellis D’Rozario, vice-president ad sales; Ellis.DRozario@osn.com; +971 4 367 7888

http://osn.com/ PARENT COMPANY: Orbit Showtime Network (OSN) HEAD OFFICE: Dubai FOUNDED: 2021 LANGUAGE: Arabic GENRE: An entertaining and informative, female-oriented 24-hour channel featuring a variety of programming from talk shows, parenting, wedding, fashion, health, beauty, plastic surgery & make-over shows, documentaries & docu-series, dating shows, reality tv, game shows, talent competitions, entertainment news and more. REACH: 21 Markets across the MENA region MEDIA REP: Ellis D’Rozario, vice-president ad sales; Ellis.DRozario@osn.com; +971 4 367 7888

Rotana America Channel PARENT COMPANY: Rotana Media Group LAUNCHED: 2010 BASED: Egypt LANGUAGE: Arabic REACH: North America AVAILABILITY: Encrypted Rotana America was established to reach a population of more than 3.6 million Arabs living in North America. With its select programmes, the channel has made it possible for those Arab expats to remain connected to their homes, diminishing distances and providing a comforting sense of belonging along the way. MEDIA REP: RMS: www.rotana.net; +971 4 567 4380; +971 52 538 8889; rms@rotana.net

We’ll go wherever the story takes us CNN International’s flagship news program live from Abu Dhabi and hosted by Becky Anderson.

Tune in Monday-Friday at 18h UAE / 16h Berlin / 15h London / 10h New York

cnn.com/connect CNN name, logo and all associated elementsTM & © 2021 Cable News Network. A WarnerMedia Company. All rights reserved.


April 25, 2021

Rotana+ HD PARENT COMPANY: Rotana Media Group LAUNCHED: 2017 BASED: Egypt LANGUAGE: Arabic REACH: GCC, Levant, North Africa, Europe, and USA AVAILABILITY: Encrypted GENRE: ROTANA+ HD caters to all subscribers some of the best Arabic movies, elite series and a wide variety of lifestyle programs in HD format to provide its viewers with a crisper picture and a better experience. MEDIA REP: RMS: www.rotana.net; +971 4 567 4380; +971 52 538 8889; rms@rotana.net

ROTANA Aflam + HD PARENT COMPANY: Rotana Media Group LAUNCHED: 2016 BASED: Egypt LANGUAGE: Arabic REACH: GCC, Levant, North Africa, Europe, and USA AVAILABILITY: Encrypted ROTANA AFLAM +HD has always been dedicated to featuring the best movies from around the Arab world that appeals to its diverse audience. With its substantial movie library brought to all home screens in HD quality, Rotana Aflam + HD offer its subscribers early access by catering all Rotana Cinemas’ monthly movie premieres, one week prior, all in high definition. MEDIA REP: RMS: www.rotana.net; +971 4 567 4380; +971 52 538 8889; rms@rotana.net

Rotana Cinema PARENT COMPANY: Rotana Media Group LAUNCHED: 2004 BASED: Egypt LANGUAGE: Arabic REACH: GCC, Levant, North Africa, Europe, and USA AVAILABILITY: Arabsat, Nilesat GENRE: The latest blockbusters and the best Arabic and classical movies handpicked to cater for Saudi viewers in particular and the wider Khaliji audiences in general. MEDIA REP: RMS: www.rotana.net; +971 4 567 4380; +971 52 538 8889; rms@rotana.net

Rotana Classic PARENT COMPANY: Rotana Media Group LAUNCHED: 2005 BASED: Egypt LANGUAGE: Arabic REACH: GCC, Levant, North Africa, Europe, and USA AVAILABILITY: Arabsat, Nilesat GENRE: The largest library of old and classical Arabic movies and theatrical plays. Rotana Classic takes viewers down memory lane to times of platonic love stories, idealistic values and heartfelt music. MEDIA REP: RMS: www.rotana.net; +971 4 567 4380; +971 52 538 8889; rms@rotana.net

Rotana Comedy PARENT COMPANY: Rotana Media Group LAUNCHED: 2020

BASED: Egypt LANGUAGE: Arabic REACH: GCC, Levant, North Africa, Europe, and USA AVAILABILITY: Arabsat, Ya Life GENRE: Comedy movies, comedy series, plays and candid camera MEDIA REP: RMS: www.rotana.net; +971 4 567 4380; +971 52 538 8889; rms@rotana.net

Rotana Drama PARENT COMPANY: Rotana Media Group LAUNCHED: 2018 BASED: Saudi Arabia LANGUAGE: Arabic REACH: GCC, Levant, North Africa, Europe, and USA AVAILABILITY: Arabsat, Nilesat GENRE: The largest collection of Arabic drama series from around the Arab world MEDIA REP: RMS: www.rotana.net; +971 4 567 4380; +971 52 538 8889; rms@rotana.net

Rotana Khalijiya PARENT COMPANY: Rotana Media Group LAUNCHED: 2005 BASED: Saudi Arabia LANGUAGE: Arabic REACH: GCC, Levant, North Africa, Europe, and USA AVAILABILITY: Arabsat, Nilesat GENRE: General entertainment, social talk shows A general entertainment Arabic channel that caters to Arab viewers in general, with an emphasis on Saudis. Covering daily news, social programmes and sports, and boasting international adopted formats along with the best drama series, Rotana Khalijia has a wide reach that covers all age groups. Flagship Programs: Sayidati, Ya Hala, Koora MEDIA REP: RMS: www.rotana.net; +971 4 567 4380; +971 52 538 8889; rms@rotana.net

Rotana Kids PARENT COMPANY: Rotana Media Group LAUNCHED: 2020 BASED: Egypt LANGUAGE: Arabic REACH: GCC, Levant, North Africa, Europe, and USA AVAILABILITY: Arabsat, Nilesat GENRE: Arabic cartoons MEDIA REP: RMS: www.rotana.net; +971 4 567 4380; +971 52 538 8889; rms@rotana.net

Rotana Mousica PARENT COMPANY: Rotana Media Group LAUNCHED: 2003 BASED: Egypt LANGUAGE: Arabic REACH: GCC, Levant, North Africa, Europe, and USA AVAILABILITY: Arabsat, Nilesat GENRE: Arabic music and video clips. Music-oriented offerings, live broadcasting, concerts of the world’s most iconic Arab artists, latest video clips, single releases, and scoop interviews with superstars MEDIA REP: RMS: www.rotana.net; +971 4 567 4380; +971 52 538 8889; rms@rotana.net


April 25, 2021

Sama Dubai

www.dmi.ae PARENT COMPANY: Dubai Media Incorporated FOUNDED: 2005 HEADQUARTERED: UAE LANGUAGE: Arabic REACH: Global, through satellite AVAILABILITY: Arab Sat Badr, Hot Bird and Nile Sat MEDIA REP: MEMS: +971 4 454 54 54; mems@choueirigroup.com VIEWERSHIP: 325,000 (GCC Adults 15+); 74% between 15-44 yrs age GENRE: Drama, comedy, romance, historical

Sony Max

www.sonymax.tv PARENT COMPANY: Sony Pictures Networks India Pvt. Ltd. LAUNCHED: 1999 BASED: India LANGUAGE: Hindi GEOGRAPHICAL REACH: MENA AVAILABILITY: Du & Etisalat REP: IAS Media: +971 4 447 5760 VIEWERSHIP: 5 million+ viewers on the network in UAE DEMOGRAPHICS: Hindi movies blockbuster channel for Indians, Pakistanis, Bangladeshis and all other Hindi-speaking expats living in the UAE FLAGSHIP PROGRAMMES: Sunday Blockbuster, Friday Talkies, Maha Movies

Saudi TV

www.sba.sa PARENT COMPANY: Saudi Broadcast Authority HEADQUARTERED: Saudi Arabia FOUNDED: 1965 LANGUAGE: Arabic GENRE: General entertainment REACH: Worldwide AVAILABILITY: OSN, DU, Terrestrial Broadcast, : Arabsat, Nilesat, Etisalat, Hotbird, Asia-sat, Galaxy 19, Hispasat, UHF, Du, Shashatcom.sa, YouTube VIEWERSHIP: 2.37+ Million (Saudis 15+); MENA 56% males, 55% 35+ yrs FLAGSHIP PROGRAMMES: News; Live Prayers; Tam; Sabah AlSaudia; Kafo; Lahza. MEDIA REP: Saudi Media Company: sales@saudimedia.sa; +971 4 425 4285 (Dubai); +966 11 271 6909 (Riyadh); +966 12 657 2323 (Jeddah)


www.sba.sa www.shashatcom.sa PARENT COMPANY: Saudi Broadcast Authority HEADQUARTERED: Saudi Arabia FOUNDED: 2018 LANGUAGE: Arabic GENRE: General entertainment REACH: Worldwide AVAILABILITY: OSN, Arabsat, Nilesat, Etisalat, Hotbird, Asia-sat, Galaxy 19,hispasat, UHF, Du, Shashatcom.sa, YouTube VIEWERSHIP: 1.8 million Saudis 15+; 53% female; 55% 15-34 yrs FLAGSHIP PROGRAMMES: Dawod Al-Sheryan Show; Jawayiz AlSaudia; AlWaqt AlAsli; The Desert; Najem AlSaudia. MEDIA REP: Saudi Media Company: sales@saudimedia.sa; +971 4 425 4285 (Dubai); +966 11 271 6909 (Riyadh); +966 12 657 2323 (Jeddah)

Sony Entertainment Television (SET Asia)

www.setindia.com PARENT COMPANY: Sony Pictures Networks India Pvt. Ltd. LAUNCHED: October 1995 BASED: India LANGUAGE: Hindi geographical REACH: MENA AVAILABILITY: Du & Etisalat MEDIA REP: IAS Media: +971 4 447 5760 VIEWERSHIP: 5 million+ viewers on the network in UAE DEMOGRAPHICS: General entertainment channel for Indians, Pakistanis, Bangladeshis and all other Hindi-speaking expats living in the UAE FLAGSHIP PROGRAMMES: Kaun Banega Crorepati, Indian Idol, Super Dancer, The Kapil Sharma Show, India’s Best Dancer, Weekend Out

Sony Mix

www.sonymix.tv PARENT COMPANY: Sony Pictures Networks India Pvt. Ltd. LAUNCHED: 2011 BASED: India LANGUAGE: Hindi GEOGRAPHICAL REACH: MENA AVAILABILITY: Du & Etisalat MEDIA REP: IAS Media: +971 4 447 5760 DEMOGRAPHICS: A dedicated Indian Hindi music channel for Indians, Pakistanis, Bangladeshis and all other Hindi speaking expats living in the UAE FLAGSHIP PROGRAMMES: Studio Fresh, Mix Solos, Superstar Junction and Pop Shop

Sony SAB

www.sabtv.com PARENT COMPANY: Sony Pictures Networks India Pvt. Ltd. LAUNCHED: 1999 BASED: India LANGUAGE: Hindi GEOGRAPHICAL REACH: MENA AVAILABILITY: Du & Etisalat MEDIA REP: IAS Media: +971 4 447 5760 VIEWERSHIP: 5 million+ viewers on the network in UAE DEMOGRAPHICS: Family-oriented comedy channel for Indians, Pakistanis, Bangladeshis and all other Hindi speaking expats living in the UAE FLAGSHIP PROGRAMMES: Tenali Rama, Bhakharwadi, Maddam Sir, Tarek Mehta Ka Ooltah Chashmah

Spacetoon PARENT COMPANY: GNAM HEADQUARTERED: Dubai FOUNDED: 2000 LANGUAGE: Arabic GENRE: Animation shows (series & movies) REACH: MENA AVAILABILITY: Nile sat Spacetoon TV is the first kids’ and family channel to air in Arabic, targeting MENA countries and reaching over 200 million viewers. It was established in Dubai as a part of GNAM group in 2000.


April 25, 2021

Star Bharat

startv.com PARENT COMPANY: STAR India (subsidiary of The Walt Disney Company) HEAD OFFICE: Dubai BASED: UAE LANGUAGE: Hindi MEDIA REP: Anjali Desai Anjali.Desai@startv.com; +971 4 391 2333 GENRE: Series, movies and locally created content

Star Gold

Startv.com PARENT COMPANY: STAR India (subsidiary of The Walt Disney Company) HEAD OFFICE: Dubai BASED: UAE LANGUAGE: Hindi REACH: Middle East, Africa, Indian Ocean, APAC MEDIA REP: Anjali Desai Anjali.Desai@startv.com; +971 4 391 2333 GENRE: World’s favourite Bollywood movie channel featuring the biggest blockbusters and the biggest stars

Star Plus

Startv.com PARENT COMPANY: STAR India (subsidiary of The Walt Disney Company) HEAD OFFICE: Media City, Dubai BASED: UAE LANGUAGE: Hindi REACH: The Middle East and Africa MEDIA REP: Anjali Desai Anjali.Desai@startv.com; +971 4 391 2333 GENRE: Hindi general entertainment channel featuring the best of series, movies, reality shows and locally created content

Star Vijay

Startv.com PARENT COMPANY: STAR India (subsidiary of The Walt Disney Company) HEAD OFFICE: Dubai BASED: UAE LANGUAGE: Tamil REACH: The Middle East, Africa and APAC MEDIA REP: Anjali Desai Anjali.Desai@startv.com; +971 4 391 2333 GENRE: Tamil general entertainment channel featuring the best of series, movies, reality shows and locally created content

Star World HD PARENT COMPANY: Disney HEAD OFFICE: UAE NUMBER OF STAFF: 20 FOUNDED: 2010 BASED: UAE LANGUAGE: English with Arabic subtitles REACH: MENA AVAILABLE: OSN, ELife, du, jawwy, Ooredoo and Bein GENRE: Drama, comedy and unscripted shows and dramas

TEN Cricket PARENT: Sony Pictures Networks India LAUNCHED: 2010 BASED: India LANGUAGE: Hindi REACH: MENA AVAILABLE: Du & Etisalat MEDIA REP: IAS Media: +971 4 447 5760 TEN Cricket is a 24-hour sports channel dedicated to cricket. It provides exclusive sporting action including international cricket from Pakistan, South Africa, Zimbabwe, Sri Lanka, the West Indies, Dubai Sports City, Abu Dhabi and Sharjah. 12-55 yrs. Primarily India, Pakistan, Bangladesh, Australia, England and other cricket-loving countries.


www.sba.sa PARENT COMPANY: Saudi Broadcast Authority HEADQUARTERED: Saudi Arabia YEAR FOUNDED: 2020 LANGUAGE: Arabic GENRE: General entertainment, nostalgia REACH: Worldwide AVAILABILITY: OSN, Arabsat, Nilesat, Yahsat, Etisalat, Hotbird, Asia-sat, Galaxy 19, Hipasat, UHF, Du, YouTube, Terrestrial broadcast, Jawwi TV. VIEWERSHIP: 865,000 (Saudis 15+) FLAGSHIP PROGRAMMES: Crystal Maze (1990-1993), Grendizer (1975-1977), Tash Ma Tash (1999), Hourouf (1988), Iftah Ya Simsom (1979-1989) MEDIA REP: Saudi Media Company: sales@saudimedia.sa; +971 4 425 4285 (Dubai); +966 11 271 6909 (Riyadh); +966 12 657 2323 (Jeddah)

Times NOW

www.timesnownews.com PARENT COMPANY: The Times Group LAUNCHED: 2006 BASED: India LANGUAGE: Hindi REACH: MENA AVAILABILE: Du, Etisalat, OSN, Ooredoo MEDIA REP: IAS Media: +971 4 447 5760 DEMOGRAPHICS: India’s most watched general English news channel, devoted to providing pure and relevant news to its viewers around the clock. Expat Indians (aged 18-55) living in the UAE FLAGSHIP PROGRAMMES: The News Hour, India Upfront, Frankly Speaking, Arabian Indian Czars

Toyor Al Jannah

www.moshahid.com PARENT COMPANY: Toyor Al Jannah LAUNCHED: 2008 BASED: Jordan LANGUAGE: Arabic REACH: Pan-Arab AVAILABILITY: Free-to-air and across all platforms MEDIA REP: IAS Media: +971 4 447 5760 DEMOGRAPHICS: Toyor Al Jannah is an Arabic kids’ channel. The channel produces content which is aligned with the requirements of the local Arab population. FLAGSHIP PROGRAMMES: Kanz (Potential Stars), Mam Qalet (Mum Tells), The Little Painter, Bait Al Haj

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www.mbc.net PARENT COMPANY: Middle East Broadcasting Center LAUNCHED: 2007 BASED: UAE LANGUAGE: Arabic REACH: MENA and West Africa AVAILABLE: Shahid, Arabsat, Nilesat, beIN, etisalat, Du, YouTube MEDIA REP: AMS +971 4 454 5454; ams@choueirigroup.com GENRE: Music


www.yastv.ae PARENT COMPANY: Abu Dhabi Media FOUNDED: 2015 BASED: Abu Dhabi LANGUAGE: Arabic REACH: Pan-Arab Yas is the UAE’s primary Emirati sports channel, which specialises in traditional sports such as horse and camel racing, marine sports and falconry. The channel’s name stems from the UAE’s Bani Yas tribe, from which the Al Nahyan and Al Maktoum families originate. Yas Sports Channel targets Emirati sports enthusiasts with a passion for camel racing and falconry by broadcasting their favourite traditional competitions and shows. It simultaneously attracts a large audience of competition enthusiasts with an interest in equestrian and marine sports, allowing them to further integrate with the Emirati community.

Zee Cinema PARENT COMPANY: Zee Entertainment Middle East FOUNDED: December 2010 HEADQUARTERED: Dubai; parent company in India FOUNDED: 1995 LANGUAGE: Hindi & English GENRE: Movies; Bollywood Chat Shows; Zee Cine Awards REACH: UAE, KSA, Oman, Bahrain, GCC, Kuwait, North Africa, Afghanistan, Pakistan AVAILABILITY: Etisalat, D, Ooredoo, Yupp TV, Mobily, Oqaab, Zarnigar, Tapmad TV Launched in 2010 in the Middle East, Zee Cinema is a Hindi movie channel known to create magic with the best and highest number of movies on Indian Television. It also pays host for the biggest Bollywood Blockbuster movie premiers, Bollywood Awards and talk shows. MEDIA REP: DigiNet Arabia: +971 4 454 5454

Zee Aflam PARENT COMPANY: Zee Entertainment Middle East FOUNDED: June 2008 BASED: Dubai LANGUAGE: Arabic GENRE: Exclusive Bollywood movie premieres and Turkish movie premieres all dubbed in Arabic, as well as some of the best and exclusive awards shows and TV programmes including Zee Cine Awards, Zee Connect Bil Arabi, A Table for Two and many more. REACH: Middle East and North African countries including Saudi Arabia, UAE, Egypt & Morocco. AVAILABILITY: Eutelsat, OSN, e-life, Du, STC, Mobily, Etisalat and more Zee Aflam is the first and leading free-to-air Bollywood movie channel packaged in Arabic for the Arab audience in MENA, “Connecting Arabs to Bollywood”. It was the first entertainment bridge to link the Arab world


with Bollywood. Zee Aflam gathers the biggest stars under one roof, as it offers the latest and straight from theatre movie premieres, in addition to a great selection of Turkish movie premieres, all dubbed in Arabic, as well as some of the best and exclusive awards shows and TV programmes that keep its viewers close to their favourite stars. MEDIA REP: DigiNet Arabia: +971 4 454 5454

Zee Alwan PARENT COMPANY: Zee Entertainment Middle East FOUNDED: 2012 HEADQUARTERED: Dubai LANGUAGE: Arabic GENRE: Arabic drama series & non-fiction TV programmes, best and exclusive Indian drama premieres and Turkish drama series dubbed in Arabic, like Makanak Fi Al Qalb and Cookery show Baytak w Matbakhak REACH: Middle East and North African countries including Saudi Arabia, UAE, Egypt & Morocco AVAILABILITY: Eutelsat, OSN, e-life, Du, STC, Mobily, Etisalat and more Zee Alwan is a free-to-air general entertainment channel targeting Arabs in the Middle East and North Africa, offering a variety of the best, largest and exclusive Indian premieres & Turkish series dubbed in Arabic and lifestyle shows along with Arabic drama series and non-fiction shows at the weekend. Zee Alwan started its journey in 2012 to be the favourite choice of families with a variety of content that suit every taste. MEDIA REP: DigiNet Arabia: +971 4 454 5454

Zee Keralam PARENT COMPANY: Zee Entertainment Middle East HEADQUARTERED: Dubai; parent company in India FOUNDED: 1995 LANGUAGE: Malayalam GENRE: Reality shows: Dance Keralam Dance; Sa Re Ga Ma Pa Keralam; Drama Shows: Sathya Enna Penkutty, Neeyum Njanum, Sumangali Bhava REACH: UAE, KSA, Oman, Bahrain, GCC, Kuwait, North Africa, Afghanistan, Pakistan AVAILABILITY: Etisalat, D, Ooredoo, Yupp TV, Mobily, Oqaab, Zarnigar, Tapmad TV Zee Keralamm is a Malayalam General Entertainment channel with a full range of robust content that inspires ordinary people to rise above their circumstances to craft their extraordinary destiny. MEDIA REP: DigiNet Arabia: +971 4 454 5454

Zee TV PARENT COMPANY: Zee Entertainment Middle East HEADQUARTERED: Dubai; parent company in India FOUNDED: 1995 LANGUAGE: Hindi & English FLAGSHIP PROGRAMMES: Reality Shows: Dance India Dance; Sa Re Ga Ma Pa; Drama Shows: Kumkum Bhagya; Kundali Bhagya; Qurbaan Hua; Cookery SHOW: The Cook Book; Lifestyle: Zee Connect; Awards: Zee Rishtey Awards REACH: UAE, KSA, Oman, Bahrain, GCC, Kuwait, North Africa, Afghanistan, Pakistan AVAILABILITY: Etisalat, D, Ooredoo, Yupp TV, Mobily, Oqaab, Zarnigar, Tapmad TV Zee TV is the flagship channel of Zee Entertainment. It reaches out to 5 million viewers across the Middle East and claims to be the highest rated TV channel among competition targeting South Asians. The channel offers a mix of fiction and non-fiction shows including shows locally made in the Middle East for the viewers. MEDIA REP: DigiNet Arabia: +971 4 454 5454


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PARENT COMPANY: Abu Dhabi Media HEADQUARTERED: Abu Dhabi YEAR FOUNDED: 2020 ADtv is Abu Dhabi Media’s video-on-demand platform, providing high-quality and exclusive entertainment free to our Arab viewers, including new premium content from Nat Geo. ADtv includes a full range of digital services, including livestreaming of every ADM TV channel, as well as a catchup TV service. SUBSCRIPTION COSTS: Free GENRE: Premium Arabic content (drama, comedy, action, documentaries); Nat Geo Abu Dhabi content; some international movies AVAILABILITY: Mobile apps, tablet apps, smart TVs (Apple TV, Android TV, Samsung TVs, LG TVs, and soon on Roku) REACH: Worldwide


PARENT COMPANY: DMI (Dubai Media Incorporated) HEADQUARTERED: Dubai FOUNDED: 2011 SUBSCRIPTION COSTS: Free GENRE: Shows, series, movies, entertainment, kids and cooking programmes in addition to live coverage. AVAILABILITY: Available on all smart TVs, Apple TV, Samsung, LG, Android TV , Smart phones (iOS , Android, Huawei), Apple Watch REACH: Worldwide USERS: 535,182 (only web and mobile apps); 50.6% Male , 40.4% Female (more attached) MOST POPULAR SHOWS: Car Pool Karaoke, Insider, Sahraneen, Mantel Samurai ,BBC Content, Bollywood Content

Big FAN App

PARENT COMPANY: Fun Asia Network HEAD OFFICE: Dallas, Texas FOUNDED: 2018  BIG FAN TV delivers a powerful lineup of shows, movies, serials, soaps, documentaries, podcasts and live audio, offering users over 10,000 hours of free content, with a primary focus on the South Asian community. The app includes popular services in multiple South Asian languages, with more to be added over time. LANGUAGE: Multiple South Asian languages with more to be added over time. REACH: Worldwide  AVAILABILITY: The free service will be available on all iOS, Android, Apple and Google Play stores as well as Roku and can be easily accessed using any smartphone, tablet, laptop and selected smart TVs.


www.fatafeat.com PARENT COMPANY: Discovery HEADQUARTERED: Dubai YEAR FOUNDED: 2006 SUBSCRIPTION COST: AED 90/year (Fatafeat App) GENRE: Food AVAILABILITY: App Store; Google Play REACH: MENA USERS: 3 million (website; 70 per cent female; 30 per cent male) MOST POPULAR SHOWS. Short Recipes ADVERTISING OPTIONS: Banner ads, instream ads, content creation, sponsorship MEDIA REP: Media International Services (MIS Gulf; Marwan Kai, CEO); www.misgulf.com; +971 4 321 2003


PARENT COMPANY: Huawei Services (Hong Kong) Co. HEADQUARTERED: Hong Kong FOUNDED: 2020 Available on HUAWEI AppGallery, HUAWEI Video is an on-demand video application that is pre-installed on Huawei smart devices combining more than 100 free and paid-for TV channels. The application was launched in April 2020, providing users with access to content across categories such as news, general entertainment, movies, music, and more. In addition, the platform features HUAWEI Video+, the premium version of the video streaming service, available in 13 markets across the MEAI region allowing subscribers to watch more than 20,000 movies and TV series from around the world. There are more than 20 million monthly active users enjoying the platform in MEAI region. The user-friendly platform clocked multiple collaborations with platforms like Weyyak, Shofha, and STARZPLAY for users on separate subscription basis. SUBSCRIPTION RATES: Weekly AED 3.99; monthly AED 15.99

Manorama Max

https://www.manoramamax.com/ PARENT COMPANY: Malayala Manorama Group LAUNCHED: 2017 BASED: India LANGUAGE: Malayalam REACH: OTT Platform AVAILABILITY: Android and IOS MEDIA REP: IAS Media: +971 4 447 5760 DEMOGRAPHICS: The No. 1 Malayalam OTT Platform. The platform caters to the majority South Indian population (15-44 yrs.) living in the GCC. FLAGSHIP PROGRAMMES: Path Breaking Reality Shows, Sitcoms, Soaps

OSN Streaming

https://stream.osn.com/ PARENT COMPANY: Orbit Showtime Network (OSN) HEADQUARTERED: Dubai FOUNDED: 2020. SUBSCRIPTION COSTS: $9.50/month; $89.00/year GENRE: OSN Streaming features exclusive programming led by OSN’s long-term partnerships with biggest studios including The Walt Disney Company’s new Disney+ Originals, HBO, NBC Universal, Fox, Paramount, MGM, and Sony in addition to Arabic content, documentaries and much more.

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AVAILABILITY: Smart TVs, smartphones, tablets, laptops REACH: 21 countries across MENA SALES: +917 4 367 7888 FLAGSHIP PROGRAMMES: Anonymous; The Falcon and The Winter Solider; The Handmaid’s Tale; Soul


favourite Live TV Channels online. FLAGSHIP PROGRAMMES: Indian Idol, Super Dancer Chapter 4, The Kapil Sharma Show, Story 9 Months Ki.

Spacetoon Go Shahid

PARENT COMPANY: MBC Group HEADQUARTERED: Dubai FOUNDED: 2008 (revamped in 2020) Shahid is the first and leading VOD and SVOD streaming platform in the Arab world by MBC GROUP, offering premium content to Arab families, including binge worthy exclusive Shahid Original Series; Shahid Premieres; Arabic movies fresh off the box-office; live TV channels in true HD quality; as well as international offerings courtesy of Disney, Marvel, FOX, ABC Studios and more. Shahid is the first and the largest Arabic content streaming platform. Shahid is a two-tier service offering Arabic content for free, supported by advertisement (AVOD), and the subscription-based service (SVOD), Shahid VIP. SUBSCRIPTION COSTS: Monthly: 29.99 AED, 29.99 SAR, 2.99 BHD, 2.99 OMR, 29.99 QAR, 2.49 KWD GENRE: Shahid VIP is home to highly rated original productions from the Arab world, a wide range of exclusive movies and premieres, as well as the top watched live Arab TV channels. AVAILABILITY: iOS, Android, web, tablets, smart TVs, Apple TV, Android TV REACH: Worldwide FLAGSHIP SHOWS: Every Week Has a Friday, This Other Thing, Al Daheeh Museum, Al Leiba, Al Hayba, Arous Beirut, Leh La’ SALES: sales@mms.net

Sony Liv

www.sonyliv.com PARENT COMPANY: Sony Pictures Networks India Pvt. Ltd. LAUNCHED: 2013 BASED: India LANGUAGE: English Language, Hindi, Tamil, Telugu language, Malayalam, Kannada, Bengali, Marathi language REACH: OTT Platform AVAILABILITY: Android and IOS MEDIA REP: IAS Media: +971 4 447 5760 DEMOGRAPHICS: 18-38 M/F, Top premium streaming platform where you can watch popular TV Shows, Movies, Sports, Web Series. Enjoy your

PARENT COMPANY: GNAM HEADQUARTERED: Dubai FOUNDED: 2019 SUBSCRIPTION COSTS: ($2.99 to $44.99) GENRE: Animation shows (movies & series) AVAILABILITY: App (Google Play; App store) An entertainment online streaming service for Arab viewers all around the world that provides them with their favourite animation shows anytime, anywhere. Spacetoon Go presents an amazing experience for animation and anime fans, as they get an access to a large Arab library of international shows, in addition to selections of exclusive series and movies, all dubbed into Arabic. With Spacetoon Go, you may select between the free limited subscription and the paid unlimited one, which enables animation lovers to reach their favourite shows before they run on TV, in addition to an access to the app’s exclusive content. Parents have full control on the time their children spend watching the safe, entertaining content.

Zee 5

www.ZEE5.com PARENT COMPANY: Z5X Global HEADQUARTERED: Mumbai FOUNDED: 2018 SUBSCRIPTION COSTS: Freemium (AED 18.99 a month for a premium subscription) GENRE: The largest OTT platform for South Asian content globally. A fully integrated offering with 130,000 hours of on-demand content and 45+ Live TV channels in 17 languages. TV shows, exclusive originals, Bollywood and regional movies, news, cine-plays, health and lifestyle videos and more. Flagship shows: Churails, Ek Jhoothi Love Story, Uri, Rangbaaz AVAILABILITY: The ZEE5 App can be downloaded from Google Play Store or the iOS App Store. ZEE5 is also available on www.ZEE5.com. The app is also available on Samsung Smart TV, Apple TV, Android TV, Roku devices, NOW TV (UK) and Amazon Fire TV. REACH: Worldwide MEDIA REP: Mamta Malkani : +91 982 000 3353

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April 25, 2021






ongratulations to all our Faces to Watch 2021. All the young talent on the following pages have made a good enough impression on their agencies’ senior management to have their bosses put them forward for recognition. They are the rising stars in creative, digital, PR and media agencies today, and they will be the industry’s leaders tomorrow. Some of them are in semi-senior positions already, and I see more and more of our previous years’ Faces to Watch moving up the ranks each year. 2020 was a test for all of us, but in some ways these digital and social natives were in a better position to weather the storm. They are already of a generation of digital nomads, where the office is wherever they open up a laptop. So as we oldies come to terms with the shifts brought about by the Covid-19 pandemic, we are really only joining the parties these Faces have been throwing for years. There’s an impressive array of talent here, with an enviable set of skills. In the coming weeks we will be pushing more information about these Faces on our website, campaignme.com. Go there to discover their side hustles, their guiding principles and how they





personally have adapted to last year’s industry changes. While all these Faces to Watch are impressive and admirable, special mention should be reserved for the five people chosen by our partners at Heriot-Watt University Dubai to receive prizes that can only be described as life-changing. The university is awarding four 30 per cent scholarships and one full scholarship to a master’s degree in digital marketing. I can’t pretend I’m not envious of the winners. What a fascinating subject to study at this point in time, when digital marketing is reshaping the industry as the nature of ‘digital’, itself, is reshaped by world events and massive societal change. I’m also also deeply impressed at the calibre of young talent that will forge the future of this industry. I’d encourage all of you to take a look through the Faces to Watch. Find your colleagues and friends and contacts and congratulate them. And, well, do what the title suggests: Watch these Faces. They are powering agencies today, and will be shaping them tomorrow. The future is bright with this talent at the wheel.







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ampaign Middle East’s annual Agency Faces to Watch are the region’s most sought-after awards in the creative world. For young professionals, these awards are a great way to showcase their creative excellence, build their industry reputation and help them progress in their careers. They also help employers identify the brightest upcoming talent. At the same time, Heriot-Watt University Dubai’s Master’s degree in Digital Marketing equips students with the specialist digital marketing knowledge and skills that are sought by employers. The Middle East has extremely high internet penetration rates as well as amongst the highest number of users of social media platforms worldwide. Digital advertising is on the rise, with the market ripe for expansion. Smartphone penetration in the

Dr. Paul Hopkinson is associate head of Edinburgh Business School at Heriot-Watt University Dubai


region is again amongst the highest worldwide, which further drives interest and commitment from advertisers. Additionally, our interest is in helping promote leadership in the marketing field and educating the next generation of leaders equipped with the requisite digital and soft skills needed to lead and manage the marketing discipline successfully. Programmes like our M.Sc. in Digital Marketing seek to address the national and international skills gaps in relation to the use and application of digital, technologies in marketing, and other contexts. It helps students and working professionals develop the digital expertise necessary to harness the power of digital marketing. And with Campaign being the leading voice of the marketing and communications industry in the region, we saw great synergies between

these awards and our programme. It was therefore a natural choice for us to partner with Campaign to run this competition for professionals in the region. It gives me great pleasure to announce the winners for the ‘Agency Faces to Watch’ awards, hosted by Campaign and sponsored by Heriot-Watt University Dubai. We have four winners, one in each category (Creative, Digital, Media and PR), who will each be awarded a 30 per cent scholarship, as well as an overall winner who will be awarded a 100 per cent scholarship to Heriot-Watt’s M.Sc. in Digital Marketing. We had a challenging time choosing winners, inundated as we were with several high-quality submissions. After much consideration, our winners this year are as follows:


Marketing Advisory Analyst, Digital, Accenture Interactive Rayanh has some incredible achievements under her belt. Not only is she successful professionally, there was also a strong element of giving back to the community, as was evident from her volunteer work with the Pioneers Marketing Award (PMA). This is very much in line with our values-led strategy called Shaping Tomorrow Together, one of the themes of which is building flourishing communities and delivering benefits for all of society. Rayanh is actively contributing to the digital transformation currently underway in Saudi Arabia through her work. Her entrepreneurial journey comes with a clearly mapped path. All of this, combined with the fact that she successfully leads a team at the young age of 23, made her a clear winner. We are confident the M.Sc. in Digital Marketing will give wings to her dreams. Rayanh’s guiding principles: “My approach is naturally given by strategic thinking, where I often spend the most time absorbing and analysing. Then the creative output stems from the strategic feel that the brand hopes to embody, making creative content the vehicle to get the message across clearly.” Rayanh’s side hustles: “I am a founding member and have been volunteering with the Pioneers Marketing Award for more than five years now. It is a GCC-level marketing award under the umbrella of the Saudi Marketing Association. It aims to elevate practices in the region, with emphasis on local communication content such as Arabic ads and campaigns.” “In late 2020 I co-founded an agency with my former college professor (and, since then, my mentor), Saad Alhoqail. The agency is called Wit, and it is a creative marketing agency focused on the entertainment and F&B industries.”

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REINE JALLOUL Digital Art Director, Hashtag Social Media Agency

Reine impressed us with her clarity of thought on just how she would use the skills earned from this degree to progress in her career. We liked the fact that she recognised the potential of digital marketing very early on in her career and, whilst she has the skills, she is cognisant of the value that a degree in this area from a reputed university can add. Reine’s side hustle: “I’ve been illustrating since I can remember, and in my spare time I create digital illustrations and offer personalised drawings for those looking for unique gift ideas.”

SHIVANI SUNKARA Senior Social Media Executive, Create Media Group

Having a long-term career goal and a short-term career goal is something we know we should plan, but not many of us actually do it. It was clear, though, that Shivani had thought through this in detail, and had her future mapped out. She was very thorough in her research and was able to say exactly why an M.Sc. in Digital Marketing would benefit her. At the same time, we were impressed by her adaptability, having majored in Finance, but having switched to a career building social media strategies. There were similar examples of her adaptability in situations outside of work as well, making her a natural winner in this category.



Senior Integrated Media Planner, OMD Egypt Mai’s ambition and appetite to explore the unknown shone through in her submission. Her passion for digital marketing was evident in the several additional certifications she had amassed over the years. We also liked the fact that she leaves no stone unturned in her quest to deliver client service excellence. We are confident that a degree in Digital Marketing will take her career to the next level.

Shivani’s guiding principles: “Do it well or don’t do it at all. Always put people first before anything else, as is the culture that’s fostered daily at Create Media Group. Be true to yourself; I’ve realised that developing self-awareness and understanding who you are is essential before setting out to understand the world around you.”

Mai’s guiding principles: “My guiding principles that I abide with in my career all revolve around dedication, people skills, sharing success and nourishing relationships with my clients. Working in a dynamic industry also dictates that I must constantly endeavour to find new tools and solutions to use.”

Senior Consultant, Instinctif Commmunications

Febin is a PR professional who combines the best of traditional PR with the advantages of digital in order to be successful. Given his deep interest in how social media can drive brand awareness, and thereby traditional PR efforts, it is only natural that he believes an M.Sc. in Digital Marketing will help to increase his overall effectiveness in the business world and give him a unique advantage in his future career. Febin on the challenges of digital marketing: “The evaluation of digital platforms and subsequent recommendations to clients becomes a challenge, especially when clients have high expectations for their brand’s performance on social media. Consequently, it becomes a struggle to demonstrate the impact of digital solutions to current clients and new business.”




April 25, 2021


Senior Creative Copywriter, Create Media Group Omar Roan, Head of Copy, Create Media Group: Aamna has been exceptional at Create Media since day one, helping establish our writing approach for major brands like PIF, RCU, Dubai Holding and VW. Aamna is consistent, calm under pressure and writes with purpose. She’s also helping manage and mentor our writing team while continuing to win plaudits from clients and the senior team for her work. Social media is cluttered and noisy, but Aamna’s work is noticeably changing how our clients are seen by the world.

ANETE THOMAS KOLLANUR, 29 English Copywriter, Cheil MEA

Ramzi Ibrahim, Creative Director, Cheil MEA: Anete was a breath of fresh air when he first joined a couple of years ago. Day-to-day jobs are creative exercises for him. His every email has an extra, different take on things. What you would expect to be simple, day-to-day, unexciting briefs become something to challenge and try to grow. We’re not always successful in selling a bigger idea than what’s briefed, but having him in this journey makes it fun.

AYSAR JOUDEH, 30 Senior Account Manager, Power League Gaming

Matthew Pickering, CEO, Power League Gaming: Aysar has joined our team recently, and in the short time that he’s been here he has already proven his value to the team and company. He has led on multiple pitches and worked with the team to plan and execute full-fledged gaming campaigns. He took part in the whole process from creative conceptualising to execution and production. He has also received positive feedback and recognition from all the clients and team members.


Senior Brand Strategist, M&C Saatchi, UAE Scott Feasey, CEO, M&C Saatchi UAE: There are desktop academic planners and there are planners who go deep into the trenches to leave no stones unturned till the right insight hits the spot. That culturally driven sweet spot which stirs up the imagination and delivers Brutal Simplicity of Thought on any brief. That’s Asmaa. Her strength of character, and drive for raising the bar and shining a light on the culture of the region is incredibly contagious. This passion inspires the teams around her. She’s a true collaborator and someone who takes incredible personal pride in the output of every project she touches.


Account Manager, Jack Morton Worldwide


Client Servicing, The Classic Partnership Alok Gadkar, MD & Executive Creative Director, The Classic Partnership: Arunima is one of those rare ones who are difficult to find today. She is an integrated frontline manager who understands the PR, traditional and social needs of a client really well. This unique combination and wealth of knowledge make Arunima stand out from most managers in the industry today. Her never-say-die attitude and constant search for making the best out of what’s available are what make her a true hero. I recommend her for her supernatural powers.


Rebecca Amey, Managing Director MENA, SVP, Jack Morton: The inner steel, drive and desire for continual learning and growth are a joy to see and experience in such a young, cool cat. Underestimate her at your peril. Annie started as an intern and now leads our intern programme, restructuring and reshaping it annually to ensure fair success opportunities for all who apply, with an increased emphasis on diversity, equity and inclusion targeting. Annie isn’t afraid to challenge the status quo, regardless of rank. I love her spirit, energy and enthusiasm.

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Ramzi Ibrahim, Creative Director, Cheil MENA: Basma is a rarity among young and new designers. When we talk about ideas in the team, she stands toe to toe with more senior and experienced members, able to take on what’s being said, dishing out her own, and pushing other people’s thoughts. She came into her first job running, and it’s hard to believe that she only graduated two years ago. She’s playing a key part in our upcoming campaigns, and we’ll continue to rely on her fresh take on things.

Nadine Fakhri, CEO, Space Oddity: Watching Manon evolve from being a student to a full-time team member has been a delightful journey. With her natural creative flair and limitless dedication, she brings a “macro” perspective to every single one of her projects. Her talent has been instrumental to our agency and her input to Space Oddity’s diverse portfolio, priceless. Manon always combines both a holistic and hands-on approach to her work, which consistently wins her clients’ trust. I always enjoy looking over the campaigns she executes and I take pride in watching her grow professionally.

Digital Designer, Cheil MEA

Project Manager, Space Oddity


Art Director, JWI Global John Wilford, CEO & Founder, JWI Global: Ben is a rare talent. Never before have I worked with someone with such mastery of their craft. He has an eye for the aesthetic and creates beautiful, arresting design. He has an appetite to learn, to develop and to never stand still. That’s why his work will increasingly be seen across the Middle East. It is a testament to Ben’s ability that he is the preferred designer for campaigns managed by both our Dubai and London teams. Ben is also an inspirational mentor who leads a growing design team. I have no doubt that his work has contributed substantially to JWI’s meteoric growth.



Elisabeth Anne, General Manager, Imagination: Chelsey joined us to deliver a high-profile project for an important government client in the region. In a tough year where we had to adjust firstly to working from home, but more importantly to keeping our creative standards consistent despite being unable to collaborate in person, Chelsey adapted her working style and ended the year leading our virtual event work. Chelsey is comfortable both speaking to senior clients and being hands-on on-site. She is immensely creative and hard working. Chelsey is a hybrid talent who is the epitome of the future-proof skill-set needed in the post-Covid world.

Natalie Cooke, Group Managing Director, M&C Saatchi, Dubai: Carrera is everything you want in a senior account handler and client partner. She’s smart, driven, hard-working and ambitious. And she has two key traits that I feel are ever more crucial in our industry: the strategic mind of a business-focused marketing professional and the ability to understand people at all levels and motivate them to push for greatness. In terms of faultless, on-time delivery of any client brief she raises the bar for the agency. She is quickly becoming an invaluable leader – mentoring those beneath her and taking personal pride in their development and success.

Project Manager, Imagination

Account Director, M&C Saatchi, Dubai


Art Director, Delphys ME Michel Zouein, Regional Executive Creative Director, Delphys ME: Dina is a relatively new team member at the agency. Since she started, she has immediately made a positive impact on creativity and art direction by always challenging the status quo to push further and bringing new techniques to the table. She is always eager to push boundaries, which makes it contagious to the whole team, bringing the spirit of positive internal competition to do the best work.



April 25, 2021



Senior Brand Lead, Delphys ME

Senior Communication Executive, Wetpaint Creative Digital Solutions

Ramzi Abou Dargham, COO, Delphys ME: Getter is always on top of things. Even though she only started a couple of years back at the agency, since then she has demonstrated excellent commitment, responsibility and ability to take on the bigger tasks. This led her to be quickly noticed and advance fast in her role to a senior position handling the biggest clients in the agency and leading the CS team. She contributes to the transformation of the agency to the new age of marketing by bringing to the table a different and new way of doing things, especially adopting new technology tools.

Joy Sahyoun, General Manager, Wetpaint Creative Digital Solutions: From the day Ghida joined, her dedication and hands-on approach were simply a reflection of her passion for the industry. A solution-driven go-getter, she has managed to grow her clients’ business from the first year on board as she constantly prioritises ideation that fits the business need. Creative and innovative, I have no doubts that Ghida has a very bright future ahead.


Senior Creative, TikTok

Youssef Gadallah, Head of Creative Lab, TikTok METAP: Hyunseo is the kind of creative who can adapt to any platform and come up with raw, yet crazy creative ideas. My inbox is flooded with the endless messages filled with ideas that she sends me every day. Her ‘random thoughts’, as she calls it, have become our daily habit. She has always been unafraid when it comes to speaking her mind and sharing her thoughts, from the time I met her when she was a young creative in Memac Ogilvy until today as a senior creative leading the charge for many of our clients and always bringing valuable creative input to the team. It has been a pleasure to watch her grow and progress through her career, and I believe she’ll be one of the next female creative leaders representing the region and influencing many more.


Lead Designer, Accenture Interactive Kristine Lasam, Lead Communicate – Managing Director MENA Accenture Interactive: I have worked with Hera for more than five years. I remember meeting her in a coffee shop with only an award-winning poster on hand. She was interviewing for a creative role in a digital agency, and had no digital creds to show me. What she lacked in credentials she made up with her heart – and a brilliantly creative mind. The kind of quiet creative mind that gives birth to stunning, show-stopping work. Her work ethic is second to none, an absolute integrity that you need together with her artist’s streak and the passion for creating compelling and beautiful things.


Head of Partnerships, Lightblue

David Balfour, Co-Founder, Lightblue: I am honoured to recommend Joseph, a well-worthy nominee for Campaign’s Faces to Watch 2021, having worked at Lightblue for more than four years and being the youngest member of our leadership team as head of partnerships. Joseph has been a tremendous addition to our team, owning excellent communication and organisational skills. Joseph has led Lightblue to be the go-to agency for some of the world’s biggest brands. He is someone who executes a project to the highest level to ensure that the work produced and delivered to clients is to the Lightblue standard that he has helped to create.


Social Media & Content Manager, FP7 McCann Anis Zantout, Regional Head of Digital at FP7 McCann: Since joining FP7, Ibrahim has been able to guide clients through critical digital ventures. Daniella D’Souza, head of media & advertising at GMC & Chevrolet, has stated that his “proactiveness and ready-for-action attitude is being showcased in the ‘first ever’ social activities we are doing”. He also worked on quantifying the social team’s content performance by setting up precise reporting practices, which have carried over to other agencies. All the while, helping guide clients such as Subway Middle East identify conversion value through social by working with media and CRM counterparts.

April 25, 2021



MOHAB ESSAM, 25 Content Production Lead, Socialize


Digital designer, Space Oddity Tala Rawas, Creative director, Space Oddity: We were lucky to uncover Maya’s talent while she was still completing her studies and working with us as a part-timer. It is rare to find a mature and genuine soul with such a modern grip and insights on digital tools. Once she joined us as a full-time creative, her potential was fully unleashed. As a true digital native, she leverages insights with inspiration and delivers a unique brand experience. Maya is commercially savvy and achieves maximum impact for investment, which keeps our clients coming back for more.

Amr Younis, Creative Director, Socialize: Mohab started with Socialize as a freelance video editor. However, in a matter of months he had shown passion for taking on bigger creative projects not just from an editing standpoint but also idea inception, filming, and seeing it through to the end with unrivalled craft. Covid-19 showed the best of what he has to offer because he had to turn to unconventional resources to bring ideas to life. Mohab is a one-of-a-kind creative who has a bright future ahead.


Strategy Director, Wunderman Thompson Faysal Abdul Malak, General Manager, Wunderman Thompson: Mona heads the Strategy practice at Wunderman Thompson. As part of the agency’s leadership, she stands out as a true partner for our clients and internal teams. With her experience across different international markets, she strives to bring insights to clients on matters beyond the campaigns she’s driving, and truly help them shape their agenda. Since her joining our team, she’s masterfully managed to bridge the business needs of our clients with the creative capabilities we bring. She makes us proud and we are excited to see her being recognised.


Writer & Head of Snackable Content, Livingroom Dubai


Senior Creative Copywriter, VMLY&R Commerce Mauricio Sanaiote, Creative Director, VMLY&R Commerce: If there is someone who has everything to write a bright future in advertising, it is Nicolas Garcia. Not that his story is not already brilliant. After all, having some Cannes Lions and Effies in his CV at the age of 29 is something remarkable. But Nico has the potential to do even more. A copywriter with sharp writing, always in search of the best possible idea, he never rests. He knows how to think strategically and, like no one else, knows how to propose the best creative solutions that answer to the most diverse and complex business problems. Keep an eye on him.

Seyoan Vela, Chief Creative Officer, Livingroom Dubai: Nadine is a character in an industry that is losing its character.


Senior Digital Designer, Cheil MEA Ramzi Ibrahim, Creative Director, Cheil MEA: When we were looking for a new talent to join the team, I met a few great ones through in-person interviews, and Zoom-called a few more. Noura was the only person I had a phone call with, without a face-to-face meeting, and I decided on the spot. When she joined, we only got to meet her for a couple of days before we were all working from home. She had to prove herself and get to know her teammates remotely, which she managed to do well. Beyond her conceptual and visual skills, her confidence is inspiring.



April 25, 2021



Fabio Medeiros, Strategy Director, VMLY&R Commerce: Omar Zain (OZ, for us) is a brilliant and creative mind, who makes every strategy he touches easier, more compelling and interesting. OZ has a natural tendency to think solutions – which, by default, leads to ideas that help brands pivot shoppers’ behaviour in the moments that truly matter for conversion. OZ is a fundamental part of the team, supporting all functions with real-time insight generation and a qualified data-driven point of view on all things advertising and commerce.

Michel Zouein, Regional Executive Creative Director, Delphys ME: Radhi has been on a fast-evolution track in the agency since she started almost three years ago. She is a rising star in the team and a valuable asset for the agency. She can handle projects under minimal supervision, taking the lead and responsibility like a senior would do. She is always eager to take on the next challenge. Even if it is out of her experience zone, she will take it and learn from it to keep on improving.

Strategist, VMLY&R Commerce

Creative Lead, Delphys ME


Associate Creative Producer, Jack Morton Worldwide Rebecca Amey, Managing Director MENA, SVP, Jack Morton Worldwide: Ruth has cut her teeth all over the region, delivering projects across Dubai, Abu Dhabi, Riyadh and Jeddah. She has shown amazing flexibility and resilience across multiple projects, showcasing her creative production flair to the fullest. A fierce advocate for social justice and a better future, bringing her authentic self to every project, ensuring that we deliver our best, making everyone feel included and engaged. Never giving up when facing adversity, driving projects to uncompromising success, with rave client feedback every time. A wonderful human being, inspiring us to be better and kinder to each other and ourselves every day.



Senior Account Executive, M&C Saatchi, UAE Deven Uchil, Account Director – Team Lead, M&C Saatchi, UAE: Purvi is a force to be reckoned with when it comes to her ability to manage the agency’s largest client, handle multiple projects and remain calm under pressure. She is creative, has bags of enthusiasm and is willing to do whatever it takes to deliver. No matter what time of day or night, I know that I can rely on Purvi to support the team to get the work done, faultlessly and on time. It’s inspiring to have such a strong, talented female not only leading a client but pushing herself to constantly learn and evolve.

Account Manager, VMLY&R Commerce Gregory Mardikian, Business Director, VMLY&R Commerce: Romy has been navigating the challenges of dark marketing communication since her first day in advertising. While most people join the industry for the flash and the fame, she is committed to real work that drives results. Since she’s been with us at Geometry, she has helped our clients who operate in restricted categories to find meaningful methods of engagement.


Designer, House of Comms Tom Williams, Creative Director, House of Comms: Reynald is the epitome of raw creative talent with an innate eye for design. His mildmannered demeanour masks an implicit drive to build upon his skills and an unquenchable thirst to develop his technical and artistic prowess. I have worked with dozens of creatives at all levels, and I have not seen anyone exhibit half the amount of potential Rey has demonstrated in just 12 months. We will watch his career with great interest, and it has been a privilege to be there at the start of his creative journey, given the heights he will undoubtedly rise to.

April 25, 2021


SACHI EDIRIWEERA, 30 Experiential Designer, VMLY&R Commerce

Leila Katrib, Creative Director: I nominate Sachi as one of the most qualified creatives in the agency. With his multiple set of skills, from graphic novel creation to visual craft, 3D design and experiential, Sachi can handle campaigns from concept to execution in no time, delivering impressive quality work. He’s an exemplar self-learner who taught himself all the software tools to boost his creative know-how and design principles. He’s always eager to learn more and expand his skillset to become a more integrated creative who can take on any challenge, while keeping up with the latest digital trends and commerce innovations.


Content Strategist and Copywriter, JWI Global Aimee Connor, PR Director, JWI Global: Trisha’s passion for strategic content creation shines through in every project. She is an example of what happens when natural talent meets a desire to drive growth, giving her the ability to deliver strategic creativity time and time again. She understands brands from the inside out and immediately grasps subtle nuances to create content that seamlessly aligns with client objectives. She is a true team player, with a calm energy and supportive attitude, who always puts her clients and her team first. Powered by a creative mindset and a collaborative approach, Trisha is an invaluable member of the JWI team.

SALMA SHAHIN Senior Account Manager, Impact BBDO

Paul Shearer, Chief Creative Officer, Impact BBDO: Within advertising, it’s hard to find talent that plays a generalist role and knows a bit of everything. Salma has defiance to defend creative work with clients, get them on our team, bring work to life and project manage to a tee. She’s our go-to account lead on award-winning creative work, and has the spirit to excite everyone on the team about the work.


Account Manager, JWI Global Charli Ball, Managing Director, JWI Global: Tash is known by her team as the ‘glue’ that keeps them together. Tash is a passionate and positive team player who approaches all that she does with her whole heart. Combining expert knowledge and natural intuition, Tash follows her gut (which is always right) to craft creative solutions that wow her clients and her team. What makes her an outstanding account manager is her capacity to truly care for every client, account and team member. She knows clients inside out and is the first to lend a hand to her peers, building deep relationships based on genuine trust for both.


Senior Creative Copywriter, AGA-ADK Advertising & Marketing


Senior Account Executive, M&C Saatchi Andrea Jhoolun, Operations Director, M&C Saatchi: Tasneem is a young emerging talent already showing immense potential as a future key player in our agency and industry. She is a great team player and possesses excellent interpersonal skills. Her project management and work ethic are outstanding. Her amiable character and can-do attitude make it a pleasure for the team to work with her. She presents herself confidently and her willingness to learn is never-ending. Restless, brave and quite simply never done. I appreciate and welcome the positivity Tasneem exudes in the agency. If all account handlers could be like her then the future would be extremely bright.


Joe Maalouf, Regional Executive Creative Director, AGA-ADK: It’s been almost three years since I started working with Walid and he has been nothing but a great asset to the team. Yes, he is creative in the way he thinks and writes, but also reliable and structured in the way he works. His creative approach always comes after a thorough research and understanding of the brand – leading to an insight, rationale, strategy that he uses to build his creative direction on. Walid has the creativity. The structure. The ambitions… to go places.



April 25, 2021



Acquisition Manager, Alfan

Digital Strategist, Arcs & Curves

Majd Alazem, Head of Network, Alfan: I have worked with Aya as her direct manager for four years at Alfan. Aya is an outstanding leader. Very innovative and a very good problem solver. She has developed as a junior manager in a very short period of time. With her excellent communication skills she was able to open up many different venues and business opportunities for the company. She always meets work expectations and KPIs. I highly recommend her.

Asif Ahmed, CEO & Creative Director, Arcs & Curves: Abdul Aziz has been pivotal to our growth as a digital agency since he joined four years back. He led and won the Geneva Tourism pitch for us. He single-handedly spearheaded key accounts like Lulu International Exchange, BMI (London), OKI and Sennheiser. His brilliant execution of our Sennheiser campaign helped us win the “Best Low Budget Campaign” award at the MENA Search Awards 2020. For someone still in his 20s, I consider Abdul Aziz to be a prodigious talent and one that I’m glad to have working in my agency. 2021 and the future belongs to multi-skilled people like him.


Marcom Consultant, C2 Native Roy Aftimos, Managing Director, C2 Native: The role of a marcom consultant in 2021 is a challenging one. They need to be strong in client relations, informed in real-time on business intelligence, strategic in data, communication and performance media planning, efficient in project and team management, and of course, they need to have high-level and granular knowledge across a range of digital marketing technologies. With Aarti, we have someone who has not only met the challenge of this new-era hybrid role, but is excelling at it since her arrival at C2. We’re incredibly fortunate to have her on our team.


Maya Bou Ajram, Deputy GM, UM MENAT: In a challenging year where clients are focused on accountability, Aneesa fully embodied UM’s DNA of striving for better. She did this by truly championing consumer-centricity and heroed advertising personalisation at scale across our client portfolio. Aneesa’s innovative approach to challenges did not finish with the clients’ business, but she also spearheaded internal transformation, intensifying the impact of her department, reingineering existing workflows to enhance speed, agility and ownership across teams.



Account Manager, Edelman Ken DePauw, Digital Director, Edelman: Ailsa is a key member of the team here at Edelman Middle East and is instrumental in leading the day-to-day activities across some of the world’s biggest brands. She is a creative thinker and problem solver looking to provide the best digital solutions for her clients using best practices but also thinking out of the box and suggesting new innovations. During Covid-19 Ailsa worked tirelessly to help navigate clients through the numerous everyday changes and their increasing focus on digital.

April 25, 2021




Digital Marketing Consultant, Accenture Interactive

CHIBUGO DURUIGBO, 29 Media Technologist, C2 Native

Suraj Sadeesh, Lead Marcoms Consultant, C2 Native: During the time we’ve worked together at C2, Chibugo has never once fallen short on effort and team support, and always seems to maintain a demeanour that is consistently positive, pleasant and professional. And to add to this, his considerable growth and development over the past six months have established him as an integral part of our media technology team. Chibugo’s knowledge and experience cover key social media platforms and programmatic networks, and have expanded to architecting cross-channel customer journeys through data management platforms. We’re excited about Chibugo’s potential as he continues to add value and diversify his skill set.

TJ Lightwala, Managing Director, Lead for Experience Services -MENA, Accenture Interactive: Begum has a roll-up-your-sleeves-and-getthe-work-done personality. She goes the extra mile always in researching projects, to deliver more impact and value. Her skills have been best highlighted on projects of digital marketing, digital analytics, use-case analysis of financial services marketing, evaluation and recommendation of data integration opportunities across industries. An avid and keen learner, always on point during presentations with accurate details. I would highly recommend and support Begum on her growth path at Accenture Interactive and for her learning and development ambitions.


Digital Marketing Executive, Cosmopole Caroline Dickin, Head of Digital, Cosmopole: Deepak really stood out to me from the moment I met him. Not only because his proactive nature meant he had several great internships under his belt, but also because his thirst for knowledge and passion for all things digital really stood out. Deepak is a rare breed – one of the few graduates I’ve worked with who will never be scared to work on something outside of his comfort zone, and always looking to learn and share his newfound knowledge with others. Deepak and I share a passion for data and dashboards that makes our collaboration all the more fun.


Senior Social Media Executive, Netizency Michael Maksoudian, Managing Partner, Netizency: Within a few months from Buraq joining us, his contribution and passion were very evident in every task he handled. His thirst for knowledge and curiosity played a major role in becoming a key player within the team.


Digital Media Manager, PivotRoots Mohamed Junaid, Associate Director – MENA, PivotRoots: Eccha has been a part of the PivotRoots family for only a short while but she has been an excellent asset to the team. She is highly trusted by clients and is always ready to go the extra mile. Her calm personality is complemented well by her ability to manage the requirements of clients in a seamless manner. She is absolutely driven and motivated, and that’s what makes working with her so rewarding. With a high level of dedication and passion, Eccha is a face to watch in 2021.

DEJEESH DEVENDRAN, 33 Performance Manager, Wavemaker

Julien Trad, Account Director, Wavemaker: Dejeesh has been an integral part of the search team, and of the performance leadership team who shaped the structure of a very complex account across different markets. Also connecting the dots between brand website, thirdparty resellers and ensuring campaigns are delivering up to expectations with the resources at hand. Dejeesh’s dedication to his team and peers has led to great results and achievements both internally and with the clients. He has always kept an open eye to adopting the latest tech partners’ offerings and is the first to propose, test, evaluate and recommend.



April 25, 2021


Digital Analytics Executive, Reprise Digital MENA Alan Azar, Regional Director, Reprise Digital MENA: Fawzan launched his career in the middle of a global pandemic, and despite the business and personal challenges we all faced, he demonstrated immense focus and determination to get trained and certified with all our key partners and to take part in our martech and analytics engagements with clients. His commitment, focus and attention to detail have contributed to our success as an agency in working with our clients. He has already proven to be one of our rising stars at Reprise MENA Digital and we are incredibly proud to have him on our team.



Graphic Designer, Netizency

Manager – Digital Performance & Programmatic, OMG Mourad Sioufi, Digital Director, OMG: Over the course of my 10 years within the digital landscape, I have met very few people with a proper understanding of what performance marketing is, the same way Islam Raslan has. His knowledge across the digital ecosystem is second to none, from the deepest technical know-how within every system he has worked in to truly correlating media strategies based on client brand and business KPIs. It is not only about his wealth of knowledge, yet more importantly about his hunger to constantly grow it, and the endless support he gave everyone. At OMD we had an internal saying based on a local Google campaign, and that was: “Ask Islam.”

Mher Krikorian, Head of content, Netizency: Eman started with us as an intern, and within 12 months she was already handling one of our key accounts. She is an enthusiastic designer who keeps on inspiring her teammates. Her talent is exceptional and her positive attitude and ongoing progress make her a pleasure to work with.


Account Director – Digital, Action Global Communications


Senior Manager, FutureTech Boye Balogun, CEO, FutureTech: Hala is a bright spark who has boundless creativity and is endlessly curious about media, tech and the intersects. She is a future leader who takes on new challenges within the organisation and demonstrates the values of FutureTech. She is commercially astute paired with strong client handling skills, and genuinely passionate about her work. This is evidenced by her ambition from furthering her own education to teaching the next generation, bringing on new recruits into the media industry. I strongly recommend Hala not only as a Face to Watch but as one of the future leaders of our industry.

Euan Megson, Managing Director, Action Global Communications: Since joining Action’s UAE office in late 2018, Gavril has led efforts to build and mature a multi-faceted social and digital marketing team to complement the agency’s traditional PR output. As a chief enabler in our wider integration and service expansion objectives, Gavril has proven to be a rare breed of methodical strategist and bold executioner. Equally adapt at managing large-scale blue-chip companies, government-level clients and new-to-market SMEs and start-ups, Gavril has displayed seasoned acumen when navigating the inherent financial considerations in any growth strategy realised over a short period of time – let alone a pandemic. Plugged into today and wise before his time, he’s the definition of a Face to Watch.

April 25, 2021




Andy Powell, Vice President & MD, EMEA, InMobi: It has been incredible to see Jessica grow throughout the eight years of knowing her. She is an enthusiastic, hardworking and passionate individual, but what really sets her aside is her kindness and empathy. She is one of the most liked and respected people in the MENA media landscape and it’s been an honour to watch her grow into a senior leader. Jessica has an exciting journey in front of her as she continues her leadership journey and grows her team and region. I have no doubt further success lies ahead.

Asif Challawala, Director, Silverpush Middle East: When I first met Krittika Sinha, who was an engineering graduate, she surprised us with her interest in digital marketing. However, her passion for digital marketing and strategy building helped propel her and fitted her role amazingly well. In a very short span of time, she could accomplish herself in creating strategies for brands using our ad tech powered with artificial intelligence. She has been instrumental in creating strategies that have won awards this year in the MMA Smarties. She is eager to learn more and take on more tasks.

Sales Director, META, InMobi

Junior Strategist, SilverPush


Digital Marketing Advisory Specialist, Accenture

Ayan Sen, Analytics Innovation Principle Director, Accenture: Jumanah represents the ideologies of growing talent and bringing forth the youth and woman of Saudi Arabia to make a young nation proud and famous of its own.


Senior Digital Marketing Executive, PivotRoots Yogesh Khanchandani, Co-Founder & Chief Business Strategy Officer, PivotRoots: Forward-thinker, receptive, infallible, and stickler for error-free performance. These are the qualities that come to my mind when I think of Karan. I have observed Karan for more than three years now and he is not at ease with one specialisation in his hand. I have seen him evolve dramatically from knowing just one aspect of digital to understanding the whole gamut.


Social Media Manager, Hashtag Social Media Agency Amer Massimi, CEO, Hashtag Social Media Agency: John can handle any professional challenge he faces smoothly; he believes in the ‘good problem’ approach. He achieved noticeable growth in a short time, he’s great with clients, his colleagues love him and, most importantly, he keeps creating content on TikTok. We are proud of what John achieved in less than two years in Hashtag, and are sure he will only grow more in the near future.


Marcom Executive, C2 Communications Manasvini Rizvi, Group Marcom Director, C2 Communications: Leticia joined C2 last year around the time we were all preparing for a lockdown and just before the terms agility and adaptability began prominently resurfacing in business journals as key traits to succeeding in the new normal. In a short period of time since, Leticia has exemplified these traits by expanding her marketing communication scope from traditional to data-driven, all while leading regular employee engagement initiatives to enhance our organisational culture. With her exceptional ambition, Leticia will not just be a face to watch in 2021, but someone who will merit attention for years to come.




April 25, 2021


Account Manager, BruceClay


Social Account Manager, Cheil MEA Brett Jones, Account Director, Cheil MEA: Meryem embodies the true sense of the term ‘go-getter’ with a passion, enthusiasm, creativity and dedication to her client. Whilst client relationship and management are her key focus I’m constantly impressed with Meryem’s ability and dedication outside of her main responsibilities in terms of proposing creative concepts, finding and suggesting relevant insights and analysing data and how we can use this to optimise campaign performance. The future is very bright for Meryem and I’m glad her future is with Cheil.

Engy Kamel, Associate Account Director, BruceClay: Qusae brings energy, enthusiasm and commitment into everything he does. This is expected in every successful member of an entrepreneurial organisation, and in this regard Qusae fits in well. He consistently delivers high-quality work. This speaks about his overall intellect and ability to learn.


Digital Account Director, MRM UAE Karim Slim, Regional Managing Director – MENAT, MRM UAE: Covid did little to slow Mira down. If anything it spurred her on to secure a series of key new businesses wins. She has raised her profile with the global MRM and MCN networks and now leads a series of global teams for a number of clients within her portfolio. In addition, her personal development has seen her expand her martech and core platform knowledge. As she is always keen to learn, she has used her time to secure certification where relevant, including on Salesforce. This wide knowledge base has resulted in Mira writing a series of thought leadership articles, which have been published and very well received.

PAOLO TOLEDO, 25 Content Creator, Boopin


Digital Trader, Innocean Worldwide Middle East and Africa Sari Bou Karroum, Senior Media Manager, Innocean Worldwide MEA: Abrar is highly recommended due to his outstanding talent and exceptional knowledge of digital media. He is a shining star and is a trustworthy resource to the team. He has led Innocean MEA to undertake a big digital transformation impact since he joined our company. His eagerness and enthusiasm for self-development never stopped him from learning and being aware of the latest developments in the digital advertising landscape. At just 25 years old, he is handling extensive omnichannel campaigns for our clients with ease even though he is the youngest in our team. I am expecting an outstanding career for him in the future.

Zeena Kurd, Head of Social Media, Boopin: Paolo is an all-star. He really runs on creativity and I’ve seen this drilled down to all types of content creation.


Social Media Executive, Netizency Tamara Habib, Business Director, Netizency: Natacha is one of the brightest and most creative assets at Netizency. She is quick, sharp, and constantly seeks to add value, innovation and creativity to any project she handles. She also manages to deal with the fast-paced environment of social and digital work with the ultimate poise and calm, which are qualities that are much appreciated by her clients and peers. Always with a smile on her face, Natacha acts with the confidence of someone with a lot more experience under their belt. We can’t wait to see what the future holds for her.

April 25, 2021





Senior Lead – Performance Media, Socialize Agency

Marketing Advisory Analyst, Accenture Interactive

Brittany Wickerson, Global Head of Media, Socialize Agency: Rabin exemplifies the qualities and skills of someone managing performance media. He is tenacious in solving technical problems and understanding the details of how platforms and campaigns work, and how to improve performance. He never hesitates to support his team mates and is the go-to expert for media. His dedication to his clients and his work have built some of our longeststanding relationships, while his commitment to finding solutions positions him well as the media landscape evolves.

Ayan Sen, Analytics Innovation Principal Director, Accenture Interactive: I am recommending Rayanh as a nominee to support the growing talent and bring forth the youth and women of Saudi Arabia to make a young nation proud and famous on its own.


Digital Art Director, Hashtag Social Media Agency

Moey Shawash, Creative Director, Hashtag Social Media Agency: Reine has demonstrated a great leadership skill by turning herself into a leader. She’s not your average art director, she’s a great sport. A lovely leader who can create content, come up with great ideas and run a creative operation by herself with high regard and respect from her colleagues.


Senior Digital Media Specialist, Boopin Ovais Ahmad, Head of Programmatic & Performance Marketing, Boopin: Pranav is an ideal digital marketer and possesses the right skill set to excel in the field, so definitely a Face to Watch in 2021. He is a data-driven, analytical thinker, creative and team player.


Senior Executive Tech & Measurement, Omnicom Media Group Ali Shour, Manager – Tech & Measurement, Omnicom Media Group: Nadim is one of the fastest learners in the agency. Over the past two years, I’ve watched him grow tremendously both at Publicis Media and Omnicom Media Group. Nadim’s dedication, agility and high-speed delivery have made him the go-to person for all crisis management and complex tasks. He is also a team player, being able to assist with training new joiners and always available to support when needed. In short, Nadim has a very bright future ahead of him, definitely a Face to Watch in 2021.


Manager – Performance Media, Merkle MENA Laura Gleadhill, Senior Manager – Performance Media, Merkle MENA: Rahul joined as our first employee with no senior leadership in the office or country to train and develop him. Self-learning and commitment meant he grew his knowledge of digital marketing rapidly, running solo accounts by his third month with Merkle. His curiosity, intelligence and drive to learn have led him to be skilled on GMP, Feedonomics and social platforms; whilst launching our YouTube proposition, managing our internship program, leading some of our largest clients and speaking at events with Google. Recently he progressed into a management role, where he is attentive yet challenging, leading his team to learn quickly.



April 25, 2021



Walid Sanjad, Social Media Manager, Netizency: A wellspring of ideas and inspirations, Rim seems to know what’s trending well before it actually does. She’s so well-attuned, in fact, that a few of us don’t even check the news anymore, we just wait for Rim to curate it for us. Rim is trustworthy, responsible, and dependable, which is why she’s thrived throughout our most complex and intense assignments. She asks the right questions and calls BS when she sees it, while somehow still making everyone else’s job easier.

Mohamed El Daly, Social Media Director, Create Media Group: I have been consistently impressed with Shiv’s attitude, creativity and dedication since she joined Create Media. It’s not every day that you get the chance to work with a young talent who exhibits excellent account management and organisational skills and always tries to push the work’s quality to the maximum. Her work ethic, diligence and relationship with everyone she works with make her an outstanding team member in every possible way.

Senior Social Media Executive, Netizency

Senior Social Media Executive, Create Media Group


Marcom Technologist, C2 Native Robert Habib, Lead Innovation Manager, C2 Native: It has only been five months since Saniya joined the C2 team, but her impact has been both immediate and significant. She has been and continues to be an excellent contributor to our digital performance media team by leading successful paid search strategies and orchestrating omni-channel plans across a wide-range of partners and business objectives. Additionally, and equally valuable, Saniya brings positive energy and an open approach to work collaboration that has accelerated her already quick and seamless organisational assimilation. We’re confident her positive influence will only increase with time.



Senior Biddable Executive, Equation Media Joy Sahyoun, General Manager, Equation Media: A tech person at heart, Ritika has the aptitude to put technology at the service of brands and consumers. From Data to AI, she has been in the pursuit of how best to optimise investments and ROI measurement, how to shift from assumptionbased to predictive marketing, and more importantly how to create relevancy in communication and in connecting brands with consumers. Starting solely on biddable platforms, she is taking lead today in taking her tech skills into the conventional offline world.

Senior Account Executive, Cheil MEA Navin Chauhan, Account Director, Cheil MEA: Swati started to work with us in 2017 as an e-commerce marketing executive for online retailers business. Six months later, she was given the responsibility to manage agency’s key account, an upcoming e-commerce project. She has been successfully handling this growing business for the last three years and has strengthened the team and business relations with the clients.


Senior Marcom Executive, C2 Communications Samer Qaqish, Business Director, C2 Communications: Having a positive outlook on every aspect of the business makes Shahd Najmus an asset to the agency. She arrived with very rudimentary experience but within a short span has gained promising traction and knowledge to independently manage and take charge both internally and externally. An avid learner and strategic thinker, Shahd has a bright future ahead of her and I strongly believe that she has so much to gain and to offer not just for the benefit of the agency but for the industry as well.

April 25, 2021




Senior Account Executive – Technology Practice, Hill+Knowlton Strategies

Account Director, Atteline Sophie Simpson, Founder, Atteline: Entrepreneurship is about striving for things that are much bigger than what you could achieve alone. I knew that if I really wanted to reach the goals set for Atteline, I would need to bring on the very best to help. Cue: Bianca. Bianca’s support is invaluable; she helps oversee the company’s business operations, liaises with stakeholders, drives strategic company growth and is accountable for the overall performance of the clients and teams. Bianca is, however, much more than the above; she is a leader. Her self-awareness, generosity, ability to communicate (and be approached), humility, passion and authenticity are emotional qualities that cannot be taught and speak a universal language – one that leads her, the team and the company to continued success.

Rijosh Joseph, Group Account Director - Technology Practice, Hill+Knowlton Strategies, Hill+Knowlton Strategies: It has been a joy to watch Aaron develop from an intern into one of the most talented and capable PR professionals in the industry. Hardworking, dedicated and intelligent, Aaron always adds value to his clients’ business. His skill set is not just about his impactful storytelling, it is also about the way he approaches challenges at his level. He genuinely cares and is able to see the big picture. Always gracious, thoughtful and personable, and with by far the best analytical thinking I’ve seen, Aaron will collect fans wherever he goes and has a promising future within our industry.


Senior Account Executive, Golin MENA

Suzanne Kanianthra, Associate Director, Golin MENA: Ahmed is a great communication professional who has helped forge effective media relations strategies for the GCC market for all clients in the corporate vertical. Further, he is instrumental in guiding regional teams to ensure all programmes deliver on the clients’ overarching strategic goals. Always willing to go the extra mile, Ahmed’s strong work ethic has contributed significantly to the retaining and growth of several key accounts. He is extremely approachable and is an invaluable member of the team.


Account Manager – Technology Practice, Hill+Knowlton Strategies


Michael Korjen, Head of Technology Practice, MENA, Hill+Knowlton Strategies: Dalia joined H+K on recommendation from one of our biggest clients. In just two and a half years, I have seen her grow into a strong leader and a core member of our practice. I’ve lost count of the number of times industry leaders inform me that Dalia is one of the rising stars of the industry, which is a testament to her hard work and the relationships she has forged with clients, colleagues, media and influencers. Dalia has demonstrated creativity, leadership and strategic counsel well beyond her years, and this has not gone unnoticed – a key contributor to growing her accounts.

Khaled Abu Hishme, Account Director, Cicero & Bernay: In such a short time, Ahmed has elevated the brand reputation of several clients that he handles. He also stepped up his media pitches to intrigue journalists on different clients and projects. I believe he deserves recognition for the numerous achievements he achieved in less than three years in the PR industry.

Account Manager, Cicero & Bernay


Senior PR Account Executive, Katch International Tricia Jimenea, Engagement Director, Katch International: Dhara has been switched on from the beginning. With very little training, she got on with her job efficiently and produced consistently exemplary results. We immediately entrusted key clients to her and she has managed to secure significant coverage for them, and earn their trust as she has always been confident to speak her mind and share creative ideas worth executing. Instrumental in client retention, she’s helped build strong client relations, which is integral during the pandemic. Dhara is one of the most talented PR practitioners I’ve worked with. I’m very proud of what she’s achieved in such a short period.





April 25, 2021



Euan Megson, Managing Director, Action Global Communications: After learning diligently from directors during her first few years at the agency, Diksha has really stepped into the limelight over the past 12 months. With a fantastic ability to multi-task and coordinate workflows across various clients at the same time, Diksha continues to progress much faster than the norm and is now consulting clients with strategic maturity well beyond her years. She is old-school PR, out and beyond, meeting, networking and always on top of what’s new and trending in her consumer segments.

Melinda Mesiano, Account Director – Team Lead, M&C Saatchi: Hanine’s enthusiasm, impressive network of contacts and eye for a great story mark her as out as an account manager with serious potential. Not only is she dedicated, ambitious and tenacious, but she clearly loves the industry and this is infectious to both her team and clients. She was certainly born to work in PR and we’re excited to watch her grow into a star of the future.

Account Manager, Action Global Communications


Account Manager, Action Global Communications Euan Megson, Managing Director, Action Global Communications: In four short years, Emma has matured into an extremely well-rounded communications operator with vast experience managing public- and privatesector clients in a multitude of industries. Possessing an admirable work ethic and innate ability to self-identify solutions to pressing challenges, Emma’s ability to work independently and autonomously dovetails with admirable leadership qualities in managing juniors in her ever-expanding team. Altruistic, passionate and loyal, Emma is a true asset to the agency.

Account Manager – PR, M&C Saatchi

INJEEL MOTI, 30 Managing Director, Catch Communications

Heer Lalwani, Marketing Manager, Royal Group: If you see Injeel and instantly fall in love with her energy, note two things: one, you’re not the first, and two it’s the tip of the iceberg. If you want a PR campaign filled with new ideas, but still carrying the familiarity and comfort of tried-and-tested practices, working with Injeel is what you are looking for. Her take on sustainability and animal welfare also make her stand out from other PR professionals as she always brings an element of humanity to all things PR. Her unique ability to instantly identify with your brand makes her your biggest brand ambassador and you can count on her to bring your brand in to every conversation. The experience of working with Injeel has been so memorable that when I joined my new role the first name that popped into my mind when they said “Who you gonna call?” was Injeel Moti.


Senior Consultant, Instinctif Commmunications Pablo Alday, Head of Content and Creative, Instinctif Commmunications: Febin has my highest recommendation for this nomination. He is an asset to the company and he always extends his hand in mentoring and helping his junior colleagues. He has the passion and motivation about learning.


Senior Account Executive, Golin MENA Amel Osman, Director – Corporate Practice, Golin MENA: If Hazem is on your team, you can rest assured you are going to achieve some great work. This is why I rehired, and will always rehire him wherever I go. Hazem can be trusted to drive things forward, flagging issues and involving senior counsel early on, mitigating any issues and driving results. He is a great ambassador for any company he works for, and in the year he has been with us clients have come to depend on his expertise and value his contribution. Well-read, and our resident culture vulture, his bright ideas always serve to awe.


Account Executive, Cheil MEA Mohamad Marouf, VP Brand Experience, Cheil MEA: Isaac’s support to the team is invaluable, in addition to performing his job at an exemplary level and providing value-added support towards his client. He has a knack for learning quickly, as seen when working on data-driven actionable insights for some of our biggest clients and growing the social media presence and supporting on the e-commerce operations. Isaac has also brought in various business leads to our portfolio and has shown tremendous support during the changing business model. He has shown outstanding efforts managing roadshows, campaign launches and developing concepts to get the job on-track and on-time.

April 25, 2021





Sophie Simpson, Managing Director, Atteline: Lavina is a rising star. She has established excellent relationships between our company and the public, growing her clients’ profiles and helping them and us achieve success. Lavina has also shown a huge aptitude for influencer engagement and is nearly solely responsible for research and development within this sector. Not to mention her successful implementation of our overall public relations campaigns, offerings and promotions, and media management. Furthermore, she has an excellent feel for gauging public opinion and projecting public reaction to certain campaigns – especially in a digital capacity.

Robin Gordon Farleigh, Founding Partner, Manara Global: Karen is smart, savvy, tenacious and engaging, and most importantly aligned to our company values; she really does care, as a communications professional and as a human as part of our Manara Global family. With her creative ideas she comes up with for clients, she is always exploring how best to position and activate client media strategies to drive coverage aligned to both the business and communications goals. Her ‘always-on’ approach ensures that she is always available to provide good advice to clients whenever they need it. She always shows an absolute desire to listen, learn, adapt and achieve for clients.

Junior Account Executive, Atteline

Assistant Junior Advisor, Manara Global

JENNY NATASHA LAU, 26 Account Executive, Cheil MEA

Adeline Chew, Head of Brand Experience, Cheil MEA: Jenny is a rock star with a positive attitude. Being an account executive, she has demonstrated independence and maturity in handling multiple projects, from tiny details in small campaigns to managing multiple stakeholders of a large international campaign. Jenny’s vibrant personality with compelling enthusiasm makes her the star in the client’s eyes, someone who is not afraid to get her hands dirty with a strong ‘make-it-happen’ attitude.


Junior Account Executive, Hill & Knowlton Strategies Jennifer Engmann-Kedissa, Regional Director MENA, Financial + Professional Services, Hill & Knowlton Strategies: Layan is a bright young colleague who demonstrates great talent and maturity beyond her age. With not even two years of experience, she is a core member of several high-profile accounts across the region and is known for her confident, sensible contributions. Layan expertly deploys her rapidly growing set of core skills and her very good working knowledge of the financial sector for our clients’ benefit, tackling complex briefs with ease and a smile on her lips. Her can-do attitude and commitment to quality have won her the trust of clients, team members and the media There is no doubt that all of this taken together will take Layan far in the PR industry.


PR & Social Media Manager, Matrix Public Relations Melwyn Abraham, PR & Digital Director, Matrix Public Relations: I have been watching Krishika grow and grow at Matrix PR since she joined us and I am really excited about where she is heading. Krishika shows an amazing aptitude for digital. Her contribution to clients on the digital PR front has led us to awards and nominations by the industry. She is well connected and networks well within the industry and has added numerous skills including design, content for digital, and basics of SEO to her digital repertoire over the last 12 months. She spends a generous amount of time on apps to understand how they could be a key offering to our clients, and has volunteered to be part of all our tech client teams. What I absolutely love about her is that she delves deep into topics and helps the media and the team beyond the scope of her profile. I value the mails the media drop us of their own volition on what a delight she is to interact with. I am sure that she is going to leave her mark on the regional digital PR landscape and beyond. Quote me on that.


Account Executive, Gambit Communications Jamal Al Mawed, Founder & Managing Director, Gambit Communications: Marwa is an impressive young talent with fantastic technical skills that she’s picked up growing up in Lebanon and studying such a rich discipline as landscape architecture. She also has impressive social skills and an understanding of the new digital landscape, which make her a huge asset to the team. Her resilience in the face of challenges and even criticism means she can handle tough client situations despite her relatively young age. The sky is her limit.



April 25, 2021


OLA ZAIDAN, 26 Digital Marketing Executive, Cheil MEA

Account Manager, Golin MENA Malaika Fernandes, Director, Golin MENA: Maryana has a vibrant personality and is an astute, talented PR professional, making her an integral part of the consumer team. During her five years at Golin MENA, she has demonstrated her PR knowledge and expertise across a diverse portfolio of clients. A great storyteller and creative genius, Maryana is always on hand with an interesting anecdote or experience that builds her connections with people. She is recognised for her unique capabilities in design, establishing herself as a key asset in not only increasing revenues through diversified client offerings but also leading several new business proposals.

Noha El Swerki, Influencer Marketing Manager, Cheil MEA: Ola is a hard-working team member. She continuously works hard on improving her skills and gaining more knowledge in different aspects of marketing and advertising. She is a very creative person and will always think of different ways to send a positive message while advertising for a brand, product or service. I would highly recommend her and would love to see her growing in her career and achieving her dreams.



Account Manager, Markettiers MENA Rachel Lewis, Senior Account Manager, Markettiers MENA: Olivia is an integral part of the Markettiers team and one of the most promising PR practitioners I’ve had the pleasure to work with. Proactive and passionate about everything PR and content creation, Olivia’s talents not only lie in her account management skills, but also in her innate ability to build and maintain good relationships with media and our clients. Since joining Markettiers, she has led on large-scale broadcast campaigns and delivered fantastic results for our clients. I am looking forward to seeing all the amazing things Olivia will continue to accomplish as she grows further in her career.

PR Account Director, M&C Saatchi

Amy Brill, Head of PR, M&C Saatchi: When we hired Melinda three years ago as an account manager, we also planned to hire an account director but, quite simply, there was no need. Her passion, skillset, reliability and dedication to the team not only saw her promoted incredibly quickly, but also trusted with responsibilities of someone far more senior. As a result, she now plays a fundamental role in the running of the PR business, recently stepping up to cover the maternity leave of the head of PR, demonstrating without doubt she’s one extremely talented PR professional to watch out for.

MOHAMMAD AL SAYED, 28 Senior Account Executive, Gambit Communications

Jamal Al Mawed, Founder & General Manager, Gambit Communications: I always call Mohammad the ‘Joker’ card in the Gambit pack because he really is a jack of all trades. His life experience so far has given him fantastic people skills, analytical thinking and a strong work ethic – a killer combination in our industry at such a relatively young age. He is also quite literally a joker because he always makes us laugh and brings a great positive attitude to the team dynamic when we most need it with his candour and humour. He’s definitely one to watch and has the potential to become an industry leader.


Senior Account Executive, Atteline Bianca Riley, Account Director, Atteline: Nour is an incredible asset to our team. A self-starter, she takes a task by its reins and can lead our clients to astonishing results. She is such a team player, even supporting wider agency clients she doesn’t work on if a team member could use support. She is a hard worker and an inspiration, definitely a face to watch.

PULAK SRIVASTAV, 30 Project Manager, Cheil MEA

Wang Junwen, Department Head, Cheil MEA: I have worked as Pulak’s senior for four years and have always found her to be dependable, efficient, and unfailingly punctual. Her willingness to take on difficult projects and see them to successful completion repeatedly impresses me and her clients. Her skills do not end there. She is also a warm and cheerful person to have around the office. I have seen her resolve conflicts and handle challenging situations with remarkable patience and tact. She is a people person and is always willing to help. These qualities represent all that she brings to the team and company.

April 25, 2021




Senior Consultant, Instinctif Partners

Senior Account Manager, Cicero & Bernay

George Allen, Partner, Instinctif Partners: I have no hesitation in nominating Reem as a Face to Watch. Having joined in Q2 2020, her impact can only be described as immediate and sustained. Taking on a new role at the height of a pandemic lockdown is a challenge, but Reem rose to it and excelled. She now leads our Corporate Comms & Public Policy practice in MENA, with responsibility for clients across sectors. Her diligence, creativity and determination to achieve results are a credit to Reem and to her team, and we’re very excited to see her career curve steepen.

Tariq Al Sharabi, Managing Director, Cicero & Bernay: Having obtained her master’s degree in marketing and communication at the age of 22, Riya’s ambition is very clear in her day-to-day. She went from account executive to senior account manager in a span of three and a half years, while executing award-winning campaigns for her clients. She’s an all-rounded communications professional with exceptional content creation skills who thrives on challenges and always ensures that she is in the know with the latest trends in the industry. A former finalist for Young Communicator of the Year at MEPRA, I’m truly proud to have Riya on the C&B team.

STEPHANIE DAFETA, 24 Account Executive, Atteline

Bianca Riley, PR Director, Atteline: Stephanie is not only a reliable and productive PR professional, but she’s also an incredible presence in the office and her personality brings such a vibrancy to our team culture. Stephanie handles fashion and retail campaigns from A to Z while managing her more junior support team to incredible efficiency and is definitely my definition of a PR face to watch this year, as she has great things in store for her – of that I’m certain.

TALA IBRAHIM AL MASSRI, 21 Account Executive, Cicero and Bernay Public Relations


Associate Account Manager, Golin MENA Anit Kurian, Group Director, Golin MENA: Sara joined us for an opportunity to step up into an account management role, and it has been a privilege to see the emergence of a next-gen PR star. A reliable team player and an empathetic team leader, her project and process management ensure a positive experience. Her clients appreciate her meticulousness and absolute commitment to quality delivery. A true collaborator, her vast professional network is testament to the good impression she leaves with her work. At Golin MENA, she has lifelong fans in her team and colleagues, who will be cheering her on in her very promising future.


Riya Vatnani, Senior Account Manager, Cicero and Bernay Public Relations: Tala’s proactivity and enthusiasm are a rare find in someone so young, especially when it’s complemented by her willingness to learn. She’s well read and brings that knowledge to the table from researching and planning client activations to managing the company’s social media pages and more. She’s an asset to our team and brings a fresh perspective to each account, whether it’s automotive, F&B or even fintech.


Junior Account Executive, Gambit Communications Jamal Al Mawed, Founder & Managing Director, Gambit Communications: My first impression of Suzana was a quiet intern amongst a pretty vocal group, but I soon realised she was operating on a whole other level and had to hire her. She is one of those rare finds who is extremely intelligent, a fantastic writer, an analytical thinker, and has a quiet work ethic that makes her super-productive. Her ability to take huge amounts of technical information from complex industries and turn them into press releases, briefing docs and Q&As is a real lifesaver. She will rise fast in this industry, and I hope it will be here at Gambit.



April 25, 2021


Programmatic Manager – Precision, Publicis Media Groupe Middle East Dylan Temple-Heald, Programmatic Director – Precision, Publicis Media Groupe Middle East: Anam has been instrumental in programmatic business development for Publicis Group ME. She’s been dedicated to giving the best strategic planning solutions to one of the largest global accounts in the region, maintaining education where necessary as the core principle. Anam recently moved into a bigger strategic role that encompasses building partnerships while investigating greater opportunities in technology solutions, focusing on programmatic initiatives and beyond. Including being part of data and digital standards councils investigating solutions to third-party cookie depreciation, among other industry hot topics such as iOS14 updates, which will affect our overall ability to effectively measure digital campaigns.



Digital Marketing Executive, Boopin

Social Media Account Executive, Boopin

Ovais Ahmad, Head of Programmatic & Performance Marketing, Boopin: Being the youngest team member of the Boopin Army, Abrar is very motivated and passionate about digital media. He is one of the brightest minds on the media team at Boopin.

Zeena Kurd, Head of Social Media, Boopin: Andrea definitely deserves this nomination. As a fresh grad she’s proven her abilities to work under pressure, create amazing content and provide an endless supply of ideas and tactics. Her high work ethics are key to mastering what she’s good at.



Senior Media Executive – Integrated Planning, OMD Egypt Ola Serag, Media Director, OMD Egypt: Abdel Rahman is one of our star talents who is always pushing OMD’s quality standards forward. Working on McDonald’s Egypt, he has propelled the quick-service restaurant business forward and has seen many of his campaigns featured in global McDonald’s case studies shared internally in McDonald’s. In 2020, he was part of the team that set the digital transformation agenda for McDonald’s and others and is implementing transformational changes to McDonald’s business through multi-touch attribution, marketing mix modelling and others. Abdel Rahman is surely a face to watch out for in the future.

Senior Integrated Media Executive, OMD Egypt Rita Boulos, Associate Director, OMD Egypt: Working with Ahmed Hossam for the last year has been quite an unexpected experience. We’ve witnessed the timing of Covid-19, where he stood out with his outstanding dedication and meeting clients’ needs during uncertainty. He has successfully managed to build strong relationships and credibility with his clients as well as new team members despite the difficulty of physical contact. He is quite the passionate person who is loved by all external and internal co-workers. With his modesty and down-to-earth personality, he brings quite the charm amongst everyone. His foreseeable future will no doubt have countless success stories.


ANUSHA CYRIL MECWAN, 30 Senior Manager – Planning, Hearts & Science UAE

Nadim Karam, Business Unit Director, Hearts & Science UAE: As soon as I started working with Anusha, I quickly realised that she would become a force to be reckoned with in our industry. Anusha possess all the attributes needed to succeed, and I look forward to observing her continuous journey of growth.

April 25, 2021




Media Manager, Starcom


Senior Executive – Performance, OMD UAE

Jad Saab, GM Starcom KSA: Emile is a highly driven person. His knowledge in performance marketing, innovation and tech is unmatchable. With a very content manner, he adds a lot of value to every single interaction and always has solutions that never fail to impress and achieve great results.

Terry Mo, Director – Performance, OMD UAE: From the first day of her internship here at OMD Dubai, Clara has stood out as a one-of-a-kind talent worth putting our faith and resources behind. She has a great analytical approach and amazing team spirit, which is something that is often underestimated. She knows where she is needed to best add value to any project she is a part of, and her clients and colleagues love her. It’s no exaggeration to say that things just run better when Clara is in the picture.

DANIELLE ABOU FAYAD, 24 Media Manager, OMD Iraq

Habib Daher, General Manager, OMD Iraq: I have been working with Danielle for the past two years and I can confidently say that she is a rising star in our field. What impresses me the most about Danielle, is that she has a passion for the business, is eager to learn and grow and does not hesitate to take on new challenges. Her dedication, ownership and discipline guarantee a high level of confidence in her work. Danielle is a person you can depend on and enjoy working with.


Manager – Strategic Marketing Investments, OMD UAE Elie Bachaalani, Executive Director – Investments, OMD UAE: Eddy is a very dependable person who always ensures full completion of any task from start to finish with brilliance. He has a curious nature, always willing to further improve and challenge himself, and constantly welcomes new opportunities with a smile on his face


Data and Analytics Manager, UM Dubai Toseef Butt, Performance Director, UM Dubai: Firoz has contributed significantly towards the agency’s automation agenda. He has been at the forefront of driving ETL projects, which in turn enable the agency to automate client reporting, allowing the wider team to focus even more of their time on driving campaign excellence. He has developed custom scripts to automatically feed data into BigQuery wherever APIs have not been able to do so. Firoz has also strategically configured Google Analytics and MMP goals and events for clients, harmonising data across first, second and third sources, which ultimately enables us to optimise towards our clients’ business objectives.


Integrated Media Manager, Universal Media Assaad Kassis, General Manager, Universal Media: Ghida is a working mum for a new-born child, who led successfully the recruitment of 10 new fresh grads, conducted full training and onboarded them to work across all key accounts in the GCC. She is an integral part of the team that plans and executes the processes, recruitment and trainings while working from home. She joined UM more than five years ago and grew to become the hub integrated media planning lead. Her key role is ensuring efficiency through streamlined processes between the hub and the GCC markets. Growing the team by organising training programmes, ensuring continued crosschannels updates, soft skills, and macromanaging the work load across the team. She is always maintaining a consistent workflow, accuracy of work and quality service.

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April 25, 2021





Raydon D’Souza, Associate Director, Magna: Hiba joined Magna to handle a rigorous account, where she has consistently worked hard to meet client and agency needs. During her time, she has built and fostered strong relationships. One of Hiba’s key strengths is her desire to teach and share her knowledge with others. Her uniquely diverse background in the UK and other parts of the Middle East provide a fresh perspective to everyday work, in which she does not shy away from any challenges that come her way.

Hassan Hassan, Social Media Director, OMD Egypt: Hazem is really a model employee, I have enjoyed managing him immensely over the past four years and can’t wait to see where the future takes him.

Senior Media Planner, Magna

Social Media Manager, OMD Egypt


Investments Manager, PHD UAE

Hassan Shoker, Regional Head of Investments, PHD UAE: With his keen eye for detail and empathetic approach to client relationships, Ihab has consistently delivered great work for the team as a whole. Despite his experience, he is still full of curiosity and eagerness to challenge and learn as the industry evolves. I look forward to his continuous growth and his career evolution.



Senior Social Media Executive, OMD UAE

Manager, OMD UAE

Claire Fletcher, Head of Engagement, OMD UAE: Very rarely does someone come along who takes the weight off everyone’s shoulders by going over and above to ensure business wins, project success and account stability, with so many team members being hired based on new contracts. She is passionate, powerful, creative, supportive and always holds her hands up to go over and above what is required.

Malek Morjan, Senior Director – Planning, OMD UAE: Hassan is one of the future stars in the media industry and I recommend that he keeps up with this behaviour, enthusiasm, and passion to achieve his goals.


Digital Media Specialist, Boopin Ovais Ahmad, Head of Programmatic & Performance Marketing, Boopin: Ihsan is a dynamic digital marketer and knows how to balance between performance and client handling and also actively participates in activities outside his responsibilities, like creative and strategy. He always comes with out-of-the-box ideas, which work in most cases. He possesses the right skill set to be a perfect digital marketer, so definitely a Face to Watch in 2021.



April 25, 2021



Julien Trad, Group Account Director, Wavemaker Dubai: June’s ability to manage extreme workload and work under pressure (from different stakeholders) has put her at the forefront of innovation and technology adaptation. With passion and dedication, she has proven that performance campaigns also require a creative and strategic skillset. She keeps an open eye for every opportunity or new trend to continuously recommend, plan and optimise, delivering efficient media and business results to her clients.

Mariam Ezz, Media Director, PHD Egypt: Lobna has been promoted to the position of integrated media manager in less than a year. When she joined PHD last year, her main challenge was to prove her leadership capabilities for a fast-track promotion. Her maturity, dedication and excitement to get exposed to new challenges have allowed her to achieve her first goal at PHD. Additionally, she showed great success in inducting, teaching, and supporting her team. We’re still expecting so much from her in the future.

Senior Account Executive, Wavemaker Dubai

Integrated Manager – Planning, PHD Egypt


Digital Media Manager, Initiative Alique Ohanian, Media Director, Initiative: Meera has been a breath of fresh air. She is an exceptional talent with a can-do attitude; her dedication and strong work ethic are unmatchable. In our industry today, it is very refreshing to know that there are still talents like her who have a high level of persistence and go the extra mile to get things done. Meera’s attitude and set of skills have really helped the business move forward.



Rajesh Verma, Director of Analytics and Research, Publicis Media: Maazin was initially brought in to the Analytics team with a specific remit, but it was soon apparent that he had the ability to broaden his responsibilities far beyond that. In just his first year, he has taken the initiative to develop RFM (recency, frequency and monetary value) modelling and geospatial analysis as products for our clients, as well as running several automation projects across the company using Alteryx. His fresh perspective has been invaluable in identifying new opportunities for growth and improvement across the entire team. We are very excited to see Maazin fulfil the bright future he has ahead of him at Publicis.

Yusra Badr, Integrated Planning Director, OMD Egypt: Since Mai joined the team two years ago, she has proven day-in and day-out that she has an unmatched dedication to her work. Her sense of ownership towards her campaigns pushes her every day to search for untapped opportunities that are outside the box, whether in planning or creative. Topping this dedication, she can work with all departments seamlessly to get the best opportunities and to push for overachieving and successful campaigns or learnings. She has the perfect mix of dedication, motivation to create and teamwork.

Executive – Analytics, Publicis Media

Senior Integrated Media Planner, OMD Egypt


Digital Media Manager, BPN Mena Vedrana Jovanovic, Head of Digital, BPN Mena: Marc is a quick learner and adopter, always interested in the latest advertising trends. His passion for performance and e-commerce is visible in the work that he does for our clients.

April 25, 2021





Vedrana Jovanovic, Head of Digital, BPN Mena: Haneef is a passionate, curious and hardworking team player. He is constantly updating his skills in the performance discipline and is frequently commended by our clients on his skills, reliability and approach to any problem. He is still young and will only keep progressing – so that definitely makes him the right candidate.

Amine Abou Ajram, Group Account Director, Spark Foundry: Everyone knows the saying, “Nothing is impossible.” Well, that pretty much sums up Nada Sameh. Since joining the agency, Nada has been on a career fast-track. Hardworking, passionate, and empathetic, Nada has all the makings of a great leader. The work Nada delivers is inspiring and transformational, and she is admired by clients and colleagues alike. For this, we couldn’t be prouder of Nada. She absolutely deserves to be recognised as one of the industry’s Faces to Watch in 2021.

Senior Performance Executive, BPN Mena

Senior Media Manager, Spark Foundry


Performance Lead, Spark Foundry

Abeer Lizzaik, Associate Business Director, Spark Foundry: Mustapha has been working on the operational side of my team for almost two years. His technical knowledge and social media performance experience have made him the most reliable to deliver quality work and recommendations within my portfolio of clients. A few months ago we were lucky to have Mustapha join the Dubai team as an embedded performance lead to work closely with the planning team and clients. This was also a commitment from us to grow Mustapha’s great knowledge into a strategic role within the agency as he brings products and solutions and consults on business performance.


Senior Integrated Media Planner, Initiative Ali Berjawi, Media Director, Initiative: Since the day she joined, Nancy quickly adapted to the agency’s culture and embedded herself within the team. Her relentless energy and motivation make her a vital resource to our team and agency. She continues to prove herself as a well-rounded, integrated media professional via working across several client and industries including e-commerce retail, automotive, real estate, shopping malls and FMCG. Her master’s degree in marketing and professional experience in social media were definitely enablers for her over-achievement among her colleagues. She has been successful in gaining the trust of all clients she works with, who truly appreciate her efforts.

NADINE EZZ ELDINE, 30 Manager – Planning, OMD UAE

Hossam Sherif, Senior Director, OMD UAE: Nadine is one of the best talents I have worked with. Her hunger for knowledge and attitude allow her to learn and move forward so fast, and a great example of this is how she was able to adapt and understand the GCC market in a very short period of time.


Marketing Science Executive, Hearts & Science UAE Merin Jose, Associate Director – Marketing Science, Hearts & Science UAE: From the start, Nathan has consistently exhibited exceptional analytical skills and an incredible learning curve to contribute to many advanced data modelling and analytical techniques that we use today. He has implemented multiple statistical techniques (in artificial intelligence and machine learning) for identifying patterns and extracting valuable insights for clients across sectors to drive data-driven media strategies. Today, he is diligently working towards identifying and implementing various measurement and analytical techniques to drive data-driven personalisation and to better measure the effectiveness of advertising, especially in the cookie-less world to come. His pleasing personality and the right attitude make him a brilliant team player who everyone enjoys working with.



April 25, 2021


Senior Executive – Social Media, PHD UAE Nawal Nasreddine, Head of Creative Services, PHD UAE: Nihad has an infectious attitude, is very passionate about the work he does, and makes sure to keep it light and fun. He is resourceful in his approach and very good with managing clients and building client relationships.


Senior Media Planner, UM Dominic Honess, Business Director, UM: Noor is a superstar across the Reckitt team and the wider agency. She has spearheaded the client’s use of audience-first planning after helping to create data-led high-value audiences. With a background in data analytics, she brings a real understanding to the team that makes a major difference when creating strategies and implementing activity. She is continually commended for her high-quality work by the client and has made a real impact in a number of new business pitches. Noor is a rising star across UM in MENA and the industry.


Media Manager, UM Alina Waite, Business Director, UM: Patriz started her career in social media, later evolving into an integrated planner at UM. This evolution was driven by her thirst to solidify her value across clients, expanding her skillset and capabilities to omnichannel visibility. Patriz is a true embodiment of our approach to talent, people-first vs. job-specific. She has proven that you can be whatever you want to be with the right mindset. Her ambition has translated into her critical role in pitches as a key driver of audiences and insights, and her promotion to manager on FAB, steering their integrated communications agenda.


Media Manager, Spark Foundry Abeer Lizzaik, Associate Business Director, Spark Foundry: Nicolas joined my team at the very beginning of the pandemic, and I worked with him throughout 2020 to help shape his new role and onboard him on a challenging business that, like any other business was sceptical about surviving during Covid-19. Coming from a hard-core consumer packaged goods business and mindset, Nicolas has embraced change beautifully and upskilled his digital knowledge to become the go-to on Amazon Advertising solutions for his clients and internally. His hunger to learn and great client servicing skills helped him grow the business three times more in the tough year that was 2020.


Performance Supervisor, UM Shreya Parker, Business Director, UM: Nicole has been working on the L’Oréal account for almost six months as a performance supervisor, and prior to that on Johnson & Johnson. In such a short time frame on L’Oréal, Nicole has shown a level of professional maturity and agility well beyond her years. With a massive focus on e-commerce scaling, Nicole has taken the performance agenda of L’Oréal by the reins and has influenced the agenda from day one. Specifically, a L’Oréal brand saw a 33 per cent increase in sales during White Friday – one the strongest sales period for the brand, which Nicole was massively crucial in helping drive.

Planning Manager, OMD Dubai

Hossam Sherif, Senior Director, OMD Dubai: Nour is one the greatest additions to our team. From the first few week of working with her I knew she will be a star, as she has the right attitude for success of continuously challenging the status quo and is always eager to do the right thing rather than doing things right. Combining the above with her hunger for knowledge makes her one of the talents that will have a very bright future in the media industry.

April 25, 2021




Regional Strategy Manager – Unilever, Magna Global – IPG Mediabrands Karan Kukreja, Regional Business Director, Magna Global: Poonam is a brilliant storyteller with a seamless ability to frame powerful narratives. She has a strong pulse on industry news and an exceptional ability to spot trends, viewing issues from nuanced perspectives. Equipped with an open-mind, Poonam is always excited to learn from those around her. Her sharp intellect coupled with her witty sense of humour (and defining fashion sense) make her an indispensable member of the Mediabrands family.


Senior Performance Executive, Fusion5


Senior Digital Account Manager, Cheil MEA

Natale Panella, Head of Digital, Fusion5: Raji shows strong analytical skills and high attention to detail, two core principles of our performance practice. His dedication to work, fast execution and ability to adapt and combine his planning background into a digital performance environment led him drive already impressive results in our team. His contributions in clients’ engagements and continuous passion to learn are supporting him in the right growth path.

Noura Souki, Account Director, Cheil MEA: Ramzi is an asset on my team. His work has been highly recognised by all our clients. Ramzi handles most of our online and social media presence across all digital networks for our major global accounts. He adds value to his daily work through his forward thinking and planning skills in digital and social media. Ramzi has successfully managed to develop and execute various integrated online campaigns for our major clients across the year, which have achieved great results.



Nada Sameh, Senior Media Manager, Spark Foundry: Rachel has been on a journey of continuous growth since joining Spark Foundry in 2015. She constantly applies herself to developing her media knowledge, driven by a positive attitude and appetite for learning. As a result, she’s become the go-to person among teammates for guidance on test-and-learn projects. Even while managing a demanding account, Rachel finds time to contribute to company culture, building friendships that bring every newcomer into the fold. Rachel’s collaborative spirit and sunny disposition have made her one of the cherished members of our agency, and loved by colleagues and clients alike.

Pankaj Pagarani, Head of Data Sciences, Publicis Media: Since Reim’s introduction to the industry, she has exhibited an admirable thirst to learn, grow and independently manage projects and client relationships early on in her career. Her can-do attitude has time and time again placed her in situations outside her comfort zone, where she was sure to excel and make her team proud. She is unafraid to question standard practices, which has been a real asset in uncovering efficiencies within the team and our offerings. We expect great things from Reim in the year to come, and she surely is a Face to Watch.

Senior Media Exeutive, Spark Foundry

Executive - Analytics & Research, Publicis Media


Media Manager, Dentsu X Ziad El Zyr, Associate Director, Dentsu X: To find the right balance is never easy. Luckily, Ramona demonstrates strong confidence with humility, has a unique sense of humour yet can be serious, and expresses extraordinary ambition while staying pragmatic. With integrity at the centre of her value system, Ramona adopts a high standard of quality and strategic thinking, resulting in meticulous media planning. Lastly, she adds an artistic element to her work, allowing for her creative nature to shine.



April 25, 2021


Saleh Agha, General Manager – OMD UAE, OMD UAE: Ribal has all the requirements to keep climbing the ladder in the media industry and he will be one of the leaders in this industry if he keeps his dedication and passion to the work he’s mastering.


Senior Media Manager, Category Lead, Spark Foundry


Planning Manager, PHD UAE Stephanie Medlege, Director – Planning, PHD UAE: Sara is brilliant at executing strategies from start to finish, not only delivering on objectives but going beyond for PHD’s clients through her empathetic approach. Her dedication and unwavering passion to constantly upskill herself have established her as one of our valued people.

RIBAL EL HALABI Sr. Account Executive, Hearts & Science UAE

Amine Abou Ajram, Group Account Director, Spark Foundry: Sarah Eid is a superstar with a passion for innovation and an impressive record of overachievement. Since joining the agency, she has been a driving force of big ideas and responsible for multiple awards wins. Her can-do attitude makes her a joy to work with. No project is too big or too small for her. We are thrilled to be nominating Sarah for this year’s Faces to Watch; she definitely deserves to be on this list.

Hamza Madi, Director – Planning, Hearts & Science UAE: Ribal is possibly the most relaxed and easygoing person you will come across in our entire industry. This positive attitude, coupled with his strong work ethic, gives me confidence that Ribal has a bright future ahead of him.



Neelofer Sheikh, Digital Director, Mindshare UAE: Sai is one of those star talents you would fight to keep on your team. Hard-working, team-oriented and results-driven, he is passionate about his craft and has risen to every challenge. His ability to manage stakeholders at every level, navigate challenging situations with a positive mindset and an attitude that inspires his peers make him a valuable team member. From burning the midnight oil on the most challenging projects to presenting ideas to senior stakeholders, Sai goes in guns blazing. A brilliant future lies ahead for him.

Ralph Adaimy, Associate Business Director, Starcom: Samer’s talent, creativity, devotion and relentless drive to achieve have allowed him to constantly bring in creative and effective business solutions. With his exhaustive experience in planning and literacy in digital tools, he keeps pushing the team to embrace and experiment with the rapid changes in the digital journey. He is always keen on leading and taking the initiative, encouraging everyone to keep delivering with a great sense of accountability and persistent growth mindset.

Senior Media Executive, Mindshare UAE

Media Manager, Starcom

April 25, 2021





Rana Shams, Associate Media Director, PHD Egypt: Shahira is one of the shining stars at PHD. I’ve been working with her for almost a year and she proved dedication, ownership and persistency at work. When she first joined, her lack of digital knowledge and experience was her main concern, especially since she is handling one of the most performance-driven clients, Electrolux. But her ambition and eagerness to learn allowed her to successfully provide high-quality services in terms of integrated planning and strategic thinking. Additionally, she is the best in building strong relationships with her clients.

Oussama Yaghi, Media Director, Magna Global: Soham joined us during a pivotal point on the Unilever business and brought a lot to the team from the get-go through the quality of his strategic thinking, digital knowledge, operational excellence and extremely amicable personality. One of his brightest strengths is his ability to instantly understand and lead on absolutely anything that’s thrown his way, while ensuring he makes the time to explain his learnings with the team in a digestible manner. His relationships with all our internal, external and client stakeholders point to him being an invaluable partner and definitely a destined industry leader in the making.

Media Executive, PHD Egypt

Senior Planner – Unilever, Magna Global


Media Associate, Magna Global Lara Arbid, Managing Director, Magna Global: They say that character is the virtue of hard times, and this can’t be truer in the case of Veronica. While the pandemic has pushed us all to our limits, Veronica’s capability and potential sprouted. We are so proud to have her as part of our team and we trust that her resilience, dedication, ambition and ownership will make her a great leader in this industry.



Social Content Manager, Publicis Media Sajid Ismail, Associate Director – Content, Publicis Media: Ever since she joined Publicis, Yasmine has played a crucial role in unapologetically shattering expectations around what’s possible with social. Today, it’s a core to all things with Yasmine leading on an ever-evolving vision powered by dibs on new formats, new methods, new partnerships and alternative ways of thinking, which has manifested into strong business results for Mondelez, particularly in the Philaedaelphia Shoppable Recipes campaign. With a string of firsts and awards under her belt, Yasmine is a force to reckon with and an absolute breath of fresh air with her jokes, signature laugh and soft humming of La Vie en Rose.

Senior Planning Executive, OMD UAE

Rasha Hamzeh, Strategic Marketing Investments Director, OMD UAE: Tatiana is a very smart and talented individual who puts her best effort into whatever she does. She became a pillar of the team in a very short period. Her caring nature, personality and dedication allow her to work well with the different stakeholders, be it internally or with clients. I believe great things await Tatiana.


Senior Media Planner, UM UAE Jad Daou, Business Director, UM UAE: A fresh grad full of excitement and eager to learn, three years later Zain evolved into an innovator, problem solver and critical thinker adding value to clients. Acknowledged by his clients for his fast pace and work quality, he’s on the right track to achieve further success. Consumer data and purchase behaviour trends unlocked Zain’s passion for innovation to fuel success stories on RAKFoodie, garnering many industry awards. His meticulous eye for detail allowed him to streamline clients’ operations to ensure campaigns were implemented and actioned according to standards including new ideas towards optimisation that yielded incremental ROIs across campaigns.


April 25, 2021


News, views & trends from across the spectrum


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April 25, 2021





Celebration time Ramsey Naja is the former CCO of JWT MEA; @geminisnake

n 1997, in the course of a JWT EMEA meeting in St. Petersburg, the then company CEO, Chris Jones, went up on stage and fired what was a thunderbolt at the time: “We are about content or we are nothing.” Boom. This was not just a statement of intent. It was a speeding, screaming, derailed freight train crashing into an English countryside wedding at full steam, taking down the marquee and scattering the buffet across the manicured lawn. Jaws dropped, pencil tips broke and a great deal of dandruff fell on the floor. Content. The word was laden, treasure-chest-like, with promises of wonder and riches. What was, until then, a term you’d normally associate with a stern-faced customs officer and an instruction to empty your bag thereof, had suddenly become an invitation to break down advertising’s neat format boundaries and ride into the vast territories normally held by Hollywood, or at least The Shopping Channel. Little did we know, however, that content would actually turn out to be what it is today: the cheap, uncheerful child of greed and expediency, fed on a diet of image libraries, amateur cinematography and borrowed intelligence, dressed in a cloak of respectability that can hardly hide its fraudulent nature. What was supposed to be the future canvas for commercial creativity has, by and large, become nothing more than a collage of existing bits and pieces, a DJ’s remix, rejigged and repurposed to act as temporary fodder that is as forgettable as it is disposable. There are, without any doubt, monumental pieces of content that will be shared years from now by our grandchildren. From transformative, Titanium Lion-winning pieces such as BMW films all the way to engrossing docu-series and dramas where the brand acts as the producer rather than a protagonist, content often proved it was king, even when, in the case of small but original material, the kingdom was a tiny enclave. Unfortunately, what such pieces represent is the opportunity that content, overall, has managed to miss: what was supposed to be the grand evolution and brave new world for traditional advertising, turned out to be little more than, well, traditional advertising with a new name and less production values – and even less persuasion. It doesn’t have to be that way. Content is not just a cheap filler for digital spaces, nor is it an excuse for lazy “collaborations”. It is an opportunity for original storytelling, intellectual muscle, entertainment and innovative usefulness. With the vast possibilities that it offers, we still have a choice between being “about content” or being nothing. Sadly, for the time being, we have opted for the latter.

Little did we know, however, that content would actually turn out to be what it is today: the cheap, uncheerful child of greed and expediency.

Motivate Media Group Head Office: 34th Floor, Media One Tower, Dubai Media City, Dubai, UAE. Tel: +971 4 427 3000, 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: +971 2 677 0124, Email: motivate-adh@motivate.ae London: Motivate Publishing Ltd, Acre House, 11/15 William Road, London NW1 3ER. motivateuk@motivate.ae www.motivatemedia.com EDITORIAL Editor-in-Chief Obaid Humaid Al Tayer Managing Partner and Group Editor Ian Fairservice Senior Editor Austyn Allison Junior Reporter Sofia Serrano DESIGN Art Director Clarkwin Cruz Junior Designer Thokchom Remy ADVERTISING ENQUIRIES Tel: +971 4 427 3000 Chief Commercial Officer Anthony Milne Publisher Nadeem Ahmed Quraishi (+971 50 6453365) Group Marketing Manager Anusha Azees PRODUCTION General Manager S. Sunil Kumar Assistant Production Manager Binu Purandaran HAYMARKET MEDIA GROUP Chairman Kevin Costello Managing Director Jane Macken

The publishers regret that they cannot accept liability for error or omissions contained in this publication, however caused. The opinions and views contained in this publication are not necessarily those of the publishers. Readers are advised to seek specialist advice before acting on information contained in this publication which is provided for general use and may not be appropriate for the readers’ particular circumstances. The ownership of trademarks is acknowledged. No part of this publication or any part of the contents thereof may be reproduced, stored in a retrieval system or transmitted in any form without the permission of the publishers in writing. An exemption is hereby granted for extracts used for the purpose of fair review. Campaign Middle East includes material reproduced from the UK Edition (and other editions) of Campaign, which is the copyright of Haymarket. Campaign is a trademark of Haymarket and is used under licence. The views and opinions expressed within this magazine are not necessarily those of Haymarket Magazines Limited or those of its contributors.

Welcome to what may be the biggest issue of Campaign we have yet produced. It’s a bit of a celebration of the industry, too. Alongside our annual TV guide (to which we have added OTT streaming platforms this year), we also have our Faces to Watch issue, showcasing more than 150 of the agency world’s rising stars. As well as the honour of being featured in these pages, five of the Faces have been given scholarships to enrol on Heriot-Watt University Dubai’s master’s degree in digital marketing. What a fantastic subject to be studying while working in an industry that is being utterly transformed by digital right now. We also have coverage of the winners of Dubai Lynx. The awards were combined to take in last year’s entries as well as this year’s, after the 2020 event was postponed as the severity of the global coronavirus outbreak kicked in. The ceremony was virtual Austyn Allison Editor this year. It was very @maustyn polished, I thought, as I watched it on my iPad while frantically live-tweeting the big prizes. Although the magic of the in-person event was missing – the meeting people, the old friends, the new rivalries, the camaraderie, the competition, the dancing on the tables, the backslapping, the tantrums, the pride, the glory and the whole spectacle of the show – the mere fact that we were able to enjoy and celebrate the awards this year is a sign that the darkest days may well be behind us. One of the jury presidents said they were particularly impressed by the quality of the work made during lockdown, saying it was even better than the entries produced back in ‘normal’ times. The creative industry has risen to its challenges. Joe Nicolas, who I spoke to about his agency, UM, topping the recent RECMA rankings, also said his colleagues have shone during Covid-19. The shared experience of a pandemic made everyone a bit more focused, he said. We didn’t discuss exactly why that was, but I’d imagine the incentives run from fear of losing one’s job through a focus on work to escape uncertainty, to simply everyone feeling they are in it together. Nicolas said that one area where he has seen improvement is a very practical one: meetings are more efficient, as people embrace the technology that allows them to record and revisit their discussions, and to track projects throughout their teams. We’ve been through a challenging time. But as well as testing us, it is giving us a lot to celebrate.



April 25, 2021

Pizza Hut… ‘I struggle with jingles.’

Four Seasons… ‘These collaborations shine light on lesser-known profiles.’

MOHAP… ‘this reminds me of a proverb, “Blessed are those who plant trees under whose shade they will never sit.”’

Agthia… ‘I’m torn on what to say about this.’

Tena… ‘I just shared this with my mom; she loved it.’

April 25, 2021


Private View SALEH ELGHATIT Creative director, Serviceplan Middle East

Pizza Hut

Title: Eatertainment Agency: M&C Saatchi

Four Seasons

Title: World Poetry Day Poet: Alisha Patel


Hello, internet. Hello, jingles? I struggle with jingles. They’re usually hit-ormiss, or just brand-safe. And this feels brand-safe. I like the whole retro feel, but I would have loved it if the product shots were also retro-fied. Or was that not possible because of some brand guideline limitation? Anyway, I like what Pizza Hut has been doing lately. Although I do wonder why this was uploaded eight times on their YouTube channel. FOUR SEASONS (2): WORLD POETRY DAY

I know that World Poetry Day is on March 21. And now I also know about Alisha Patel. I enjoy these types of collaborations because they shine light on lesser-known Instagram profiles. You know, I’ve been wanting to book a trip to the Seychelles or the Maldives. Did a post about borders opening through poetry seal my booking? Not really. But did clicking through their Instagram nudge me towards the Seychelles? Yes! Psst, Four Seasons marketing manager: if you’re reading this, my number is 052 401 ****. MOHAP (3): EMIRATI CHILDREN’S DAY

For some reason, this reminds me of a proverb, “Blessed are those who plant trees under whose shade they will never sit.” MOHAP creating their own Emirati Children’s Day film is very relevant to everything we’ve been through in 2020. Children all over the world view healthcare professionals differently now. Heroic, almost. So, how many of those kids will become doctors? Only time will tell.


Title: Emirati Children’s Day Agency: V4 Good Production house: VIP Films V4 Good founder & creative chairwoman: Vidya Manmohan Executive producer: Martha Nassar Director: Henri Bargés

Agthia Group

Title: Mother’s Day Agency: Quill Communications Account director: Hanadi Shurrab Script: Nishath Nizar; Ahmed Salem Videography and edits: Jaymee Castillo, Kevin Mibzar


Good idea in theory, not so good in execution. I’m torn on what to say about this. On one hand it’s nice to show them all the love. But then I ask myself, is this the best way to do that? It feels transactional to me. Could it have been different? Perhaps more emotional, less transactional. Also, where do we draw the line between ‘hidden camera’ and bad production value? TENA (5): AGE OF DESPAIR

My mom once told me that when she looks in the mirror, she still sees the same her. Nothing’s changed, except for time. I’m all for shining the light on things that aren’t ‘cool’ or relevant enough. I would have never known about this if I wasn’t asked to do this. And now I’m happy I did. It’s executed well and breaks the silence on a topic without trying to be controversial. I just shared this with my mom; she loved it.


Title: Age of Despair Agency: Impact BBDO


April 25, 2021

The Spin If you want an example of why typography matters, look no further than this appetising sign offering delivery of… what? Following last month’s revelation that a private jet company has managed to miss the abstinence-and-moderation point of Ramadan, we’re pleased to announce that one headline writer covering the experience seems to have missed the point of, well, writing headlines. (We don’t know what they were trying to say either.) Advertising has changed a bit in the last 60 years, as this ad from 1962 proves. The Spin suspects most fossil fuel companies today would choose to steer their communications away from how good they are at melting the world’s icecaps. “Do you define yourself as a gentleman of distinguished tastes…?” asks this Instagram ad. The Spin, frankly, dreads meeting someone who defines themselves in those terms. Luckily, we will be able to tell if such a person is approaching – by looking at his shoes.

Appointments Digital agency Like Digital & Partners has announced the appointment of SARAH GAMBONI as the agency’s senior editor. With more than 17 years of experience, Gamboni has worked with leading magazines, newspapers and restaurant guides across the world, most recently as digital editor at What’s On Dubai. Emaar Group has appointed CHANDRASEKAR RADHAKRISHNAN as its new head of marketing. ‘Chandru’ joins Emaar after successful stints with leading global FCMG and telecom players for more than two decades. Google Cloud has appointed ABDUL RAHMAN AL THEHAIBAN as managing director for the Middle East, Turkey and Africa region (META). Al Thehaiban will lead enterprise sales for Google Cloud across the region. He

will support current and future Google Cloud customers and partners to accelerate their digital transformation and drive the growth of Google Cloud in these areas. Qatar-based digital agency Emakina has appointed SIHAM BERRACHED as managing director for Qatar. Based in Doha, Berrached will play an instrumental role in serving to strengthen Qatar’s ambitions as well as open up a platform to develop regional relationships with key partners as well as B2B and B2C clients. Independent agency Gambit Communications has announced hires at senior and junior level. KATHLEEN BURBRIDGE joins as account director.

The Canadian comms professional specialises in luxury, fashion and automotive, and has spent eight years at international communications agencies in Toronto, Chicago and Dubai. Gambit also welcomed JUDY BAKIEH on board in the newly created role of influencer relations executive. Bakieh joins from Christian Dior and is tasked with managing Gambit Communications’ social influencer campaigns across the region. As radio station Mirchi UAE embarks on a new phase with its relaunch in UAE , Mirchi 1024 FM has announced the appointment of SADAF SYED as senior manager – ad sales for the Middle East region. In her 11 years in television, radio and finance, Syed has proven herself to be a top talent and leader adding value to the companies she has worked at.


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“We've been working with һ And Us since 2019 and we've been so impressed by their creativity and executional excellence. We are really in awe of the out-of-the-box ideas they comes up with every single time.” — George Schempers, Head of Marketing


“ They do not only push creative boundaries but also push us as the client out of our comfort zones and stretch us in taking bold decision to really create an impact in a very cluttered sector.” — Hussein Kandil, Regional Marketing Director

“Their signature is the creative thinking out-of-the-box, the ideas are carefully crafted to uplift the brand and create high talkability - their approach is for clients that are ready to dare and take their brands to new heights.” — Anna Maria Aloe, Head of Marketing


“We feel we have an agency that genuinely feels like an extension of our team that is able to address real business needs with creative excellence. This has paved the way for Batelco to increase our top-of-mind awareness and spontaneous ad recall in the market.” — Bilal Adham, Chief Marketing Officer


Americana Foods. National Food Company.

“Working with һ And Us, isn’t just like working with an agency partner, but rather working with the cooler side of your family tree. Their ability to bring unique creative ideas to the table that solve our complex business problems is what every marketer should be looking for.” — Ahmed El-Gamal, Head of Marketing


“Their energy and passion for our projects have been something we always admire. They put their heart into the project and constantly and relentlessly want to deliver the best work. But most importantly, thanks for out-of-the-box unique and distinctive ideas.” — Mert Yener, Senior Marketing Manager


“At Coca-Cola we are in a constant quest of understanding people in deeper and more meaningful ways. һ And Us shares this ambition and their focus on clear, simple insights is reflected on work that resonates with our audiences, is creatively sound and distinct.” — Claudia Navarro, VP Marketing Eurasia & Middle East Operating Unit


The Dubai Lynx 2020 & 2021 Independent Agency of The Year is not so independent after all. Thanks to our team, our suppliers and the clients we depend on to make every day possible.


Profile for Motivate Media Group

Campaign 25th April 2021  

Faces to watch 2021 Special Inside Campaign TV and Video Guide 2021 Dubai Lynx - Winners' report

Campaign 25th April 2021  

Faces to watch 2021 Special Inside Campaign TV and Video Guide 2021 Dubai Lynx - Winners' report

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