Campaign Middle East - May 2023

WAKE UP YOUR INNER LION

Ex-Publicis CIO Amer El Hajj appointed as GroupM MENA Chief Executive Officer

GroupM, WPP’s media investment group, has announced that Amer El Hajj has been named as the Chief Executive Officer for the Middle East and North Africa region, commencing the role at an exact date to be confirmed.

El Hajj, who will serve on GroupM MENA’s executive committee, will lead GroupM’s operations in the region.

He succeeds Ravi Rao, who announced his departure from the investment group last July after more than 14 years in across the agency, Mindshare and the overall group, Group M.

El Hajj will be responsible for strategy and operations across the region for GroupM and its agencies Mindshare, Wavemaker, EssenceMediacom and mSix&Partners, as well as its crosschannel organisation GroupM Nexus.

GroupM MENA operates in 13 markets and manages $431m in media investment billings, with 23.3 per cent market share.

Josh Krichefski, GroupM EMEA and UK Chief Executive Officer, said, “MENA is one of the key areas of focus and opportunity for us across EMEA, a region containing significant individual market nuance. Amer’s proven track record of revenue growth, team upskilling and business transformation over such an impressive career in-market aligns well with our business goals for the MENA region as well as EMEA as a whole. He’ll

LEGO BUILDING BRIDGES

play a critical role in helping our clients achieve the business growth goals they are looking for and we’re excited to have him join us.”

El Hajj brings his experience of the MENA region amassed during his 20 year career. Most recently, he was Chief Investment Officer for Publicis Media, a position he held for more than 14 years

Amer El Hajj, said, “When you think of what the next era of media looks like, there’s no better place to help shape that than at GroupM. I’m really looking forward to working with Josh, his team and our leadership throughout MENA to introduce our business strategies and simplified offerings across our agencies, GroupM Nexus and Choreograph, to our clients to help them achieve the sustained business growth they expect from us.”

This is GroupM’s second major appointment related to the region this year. In January, it appointed Josh Krichefski as the chief executive officer of EMEA and UK, replacing Demet Ikiler who was poached by Publicis.

Publicis Media, Publicis Groupe’s media arm also announced the appointment of its CEO for MENA shortly after.

Group M has more than 16,000 staff across 42 markets in EMEA, working across its agencies. Major clients include Adidas, Google, Sky, Tesco and Unilever.

Netizency bags Visa social media

Netizency, a social media and digital marketing agency, has been awarded the Middle East social business for Visa, following a multi-agency pitch that took place in late 2022. The scope of the new assignment includes social media strategy for markets across the CEMEA region, as well as content creation, community management, and analytics for the GCC markets.

The partnership between Netizency and the Visa team in Dubai marks a significant milestone for the agency. Michael Maksoudian, Managing Partner at Netizency, said: “When we launched Netizency in 2013, we were open to working with anyone who came knocking. At that time, the thought of snagging a client like Visa felt about as probable as getting a suntan on the moon. But fast-forward a decade, and we’ve rocketed our way to success, with Visa standing tall as a key player in our stellar client portfolio.”

LEGO’s Ramadan campaign, ‘Building Bridges’, with V4Good and Hills Advertising, invites people to channel their inner child. Forgiveness is an act that most adults tend to struggle with. However, it comes naturally to children and they often do it through play. LEGO teased the concept with the non-branded OOH bridge on Dubai’s Sheikh Zayed road. The concept was revealed on another bridge on the same road.

El Hajj will be responsible for strategy and operations across the region for GroupM and its agencies Mindshare, Wavemaker, EssenceMediacom and mSix&Partners.

Etihad Airways asked to remove ads in the UK claiming to offer a sustainable method of flying

process, in which Etihad had included an aspiration to reach “net zero” carbon emissions by 2050.

The ASA said it noted that steps were being taken by Etihad to reduce the environmental impact of its service. But that there are “currently no initiatives or commercially viable technologies in operation within the aviation industry which would adequately substantiate an absolute green claim such as “sustainable aviation” as we considered consumers would interpret it in this context.”

The ruling, means the airline is barred from showing the advertisements in their current form again in the UK. It is part of a series of investigations by the advertising regulator into marketing campaigns promoting a company’s climate action.

The ASA and other European regulators are cracking down on so-called ‘greenwashing’ to protect consumers from unreliable claims of environmental sustainability.

The ruling

UK’s Advertising Standards Agency (ASA) covers two paid-for Facebook ads seen in October 2022.

United Arab Emirates’ national airline, Etihad, has been asked to remove ads running in the UK claiming it offers a sustainable method of flying.

The ruling by the UK’s Advertising Standards Agency (ASA) covers two paid-for Facebook ads seen in October 2022. One text stated: “We understand the impact flying has on the environment. That’s why we are taking a louder, bolder approach to sustainable aviation”.

The other ad included information about the airline cutting down on single-use plastic in its meal options, touting the credential,

“Environmental Airline of the Year for 2022 in the Airline Excellence Awards.”

The ASA challenged whether the adverts’ claims were misleading because they exaggerated the environmental benefits of flying with Etihad.

Abu Dhabi-based Etihad Airways stated that the claim “sustainable aviation” was not intended to be understood as an absolute solution to the environmental impact of aviation and it did not accept that it would be interpreted in that way. Etihad added that the claim would be widely understood as a long-term and multi-faceted

In a statement highlighting its investments in fuel-efficient aircraft and sustainable aviation fuels research, Etihad Airways said it was “disappointed” by ASA’s decision. “Sustainability is a key priority for Etihad,” the company said.

Etihad added that it was proud to have been awarded Environmental Airline of the Year for 2022 in the Airline Excellence Awards, in recognition of the steps it has already taken.

“The airline will continue to take bold and innovative steps including partnering with aircraft and engine manufacturers, sustainable fuel suppliers, academia and innovators to make flying more sustainable than it would be without such steps,” it said in a statement.

To celebrate the UAE’s achievements in space exploration, home-grown brand Boon Coffee launched its new campaign ‘Space Beans’. Grey partnered with a coffee stylist and a photographer in Spain to create the visuals and generated images of the cosmos that captures the essence of space exploration. The campaign highlights the interplay between new coffee varieties and unexplored planetary surfaces. The campaign was launched and distributed across the UAE on social media platforms, outdoor posters and in the press.

Agency Grey Dubai Executive Creative Director Pablo Maldonado

With the launch of its double lidded bottle, Heinz Arabia made it easy to squeeze ketchup no matter which way the bottle is stored. They gave away these limited edition bottles to a select number of lucky fans. The campaign included a special social media filter lens which people could use to mirror their own bottles at home to replicate Ketch-Up & Down bottle.

Agency FP7 McCann Chief Creative Officer Federico Fanti

BOON COFFEE SPACE BEANS HEINZ KETCH-UP & DOWN

by the

Riyadh’s development arm launches new ad opportunities in the city

Riyadh has launched new ad opportunities on buildings, taxis and buses in three stages.

Remat Al-Riyadh Development Company, the development arm of Riyadh Municipality, has launched investment opportunities in outdoor advertising across Saudi Arabia’s capital city.

The Deputy Mayor for Investment and Privatisation at Riyadh Municipality,, Salman Al-Dahmash, explained that these opportunities are part of the Riyadh advertising masterplan.

The aim is to enhance the city’s image and prevent the unregulated spread of billboards on streets.

The first tranche of opportunities include building fronts on premium roads in the city, including King Fahd Road, Prince Turki bin Abdulaziz Alawwal Road and the Northern Ring Road.

During this year, a second bundle will be launched along with adverts on public taxis and buses. The third opportunity is for ads on idle land.

Remat Al-Riyadh Development Company wants to create “unique investment opportunities according to innovative business models of partnership with the private sector to implement iconic projects that add value to the city and keep pace with the latest changes in this

advertising sector”.

The Saudi government also wants to attract more international companies to base themselves in the Kingdom.

In February 2021, the government declared that from 2024 it would only sign contracts with companies that had set up a regional headquarters in the country.

A number of companies have since announced their intentions to set up HQs in Saudi Arabia. In September, MBC Group, the largest media company in the Middle East

Lynx releases first Creativity Report

Dubai Lynx, MENA’s Festival and Awards for creative excellence in branded communications, has published its first Dubai Lynx Creativity Report. The report takes a look at the best creative work, as selected by Lynx juries, and includes the rankings for this year’s top performing networks, agencies and companies from the region. It is a tool for benchmarking creative excellence and effectiveness for the year ahead, sharing analysis and insights from the winning work and lessons on how brands are growing businesses and tackling some of the region’s most challenging problems.

and North Africa (MENA), announced its brand-new headquarters in Riyadh in the Kingdom of Saudi Arabia.

Last month, Adform, a leading independent advertising technology platform, and Digiseg, a global provider of cookie and ID-free audience data, announced an exclusive seven-month partnership in Saudi Arabia. The partnership is expected to provide advertisers in Saudi Arabia with a powerful new tool to improve their campaigns.

Ian Fairservice, Vice Chairman, Dubai Lynx, said: “2023 has been an exciting year for Dubai Lynx, with the successful return of a physical event and now to have released the first Dubai Lynx Creativity Report. The trends and themes emerging from this year’s winning work showed brands to be disruptive, positively affecting culture and truly innovative.”

Simon Cook, CEO, LIONS, added: “The Dubai Lynx Creativity Report is a celebration of the most creative ideas from the region and we are excited to be able to share this with our community in MENA. This year’s winners showed renewed emphasis on companies investing in creativity for growth, using cutting-edge technology and innovative ideas to reach commercial goals.”

When Ariyadiyah, Saudi Arabian sports newspaper, noticed that more people in Saudi prefer to read about sports, than participate in it, it decided to take action. So, on World Health Day, they decided to remove the newspaper from the racks, and put them on the streets. Instead of printing the news that day, they printed life-size editions that people could play sports on, encouraging our readers to embrace physical activity.

In its latest ad spot for Lipton, DDB Egypt plays into tea culture re-introducing it in a new way that appeals to Egyptians without sounding extra or redundant. Aimed at the people who can’t resist the Ramadan feasts and end up doubling their portion sizes to make up for missed meals till they can’t function. They then start lagging till they drink that cup of ‘Lipton Tea‘. The ad says, if your lag can’t be fixed, fix yourself a cup of Lipton.

Agency SRMG Labs

Agency Impact BBDO, Contentory, Helipad Productions and Walnut PR

LIP LIP LIP TON

The ad opportunities are part of the Riyadh advertising masterplan.

WATCH

THIS SPACE

Sitting in a coffee shop on a Tuesday morning, Nick Walsh has a broad smile across his face. Things are progressing well for the affable Brit, who runs VMLY&R’s agency for the MENA region.

In an interview with Campaign Middle East, Walsh reveals how he and his team have just won a big global campaign, although he isn’t able to reveal the details. But I sense it is a big one, after he describes it to me as “transformational”.

VMLY&R is going through a transformational period itself as it brings various divisions under one roof with the aim of becoming more integrated. Such a process doesn’t happen overnight, and takes time. WPP agencies VMLY&R, VMLY&R Commerce, GTB and The Classic Partnership have all combined in the region, with Walsh moving from VMLY&R Commerce CEO to become CEO of the combined group for MENA. At the time, Walsh said the move was part of a “connected-brand strategy”, which he expands on during our interview.

“It’s about our connectedness. Everything comes back to that connectivity, building connected brands through brand and customer experience with commerce at the heart. Right now, we’ve got connected teams working across geographies on big client remits. We’ve been working with three or four markets, helping us with different expertise,” Walsh told Campaign. He explained the business model was about tapping into the group’s global capabilities when needed. “I think we’ve got to be really smart in the way we work across geographies. So it’s not about having lots of people in every market. It’s about right expertise at the centre, and then getting the right capabilities in the market?”

GLOBAL AMBITION

Following a recent number of new business wins, Walsh has big ambitions

for Dubai. Geography is on his side, as the agency base is perfectly placed across for multiple regions. “Our business covers GCC, Middle East, Middle East, North Africa into Africa. It’s such a big patch. There’s 300 million people in MENA so the potential is huge”.

“We’ll put a completely diverse team together around the table from across the Middle East, Africa, from Asia, from Europe, from the Americas to work as one., and then you can all come and join us and help with that. That was one of my big ambitions, to embrace that unique talent mix,” he adds. To win a big account on the scale Walsh hints at, a lot of work goes into that success, starting with the pitch. For this region, pitches are aplenty and Walsh has to carefully consider which ones to go after. “There’s an opportunity to pitch every day. And it’s tempting. If you want to grow, you need to win business so the temptation to pitch is there”.

In the last six months VMLY&R has put in place what Walsh calls “a really good pitch evaluation tool”. It allows him to assess client opportunities and gain an understanding of the opportunityWhat’s the brief like? What is the client relationship like? Does it have any existing conflict? Is there a gap or does it already have that expertise? “We turn down probably more than we will take on, but when we pitch, we pitch to win. We’ve had a really good, successful last six months with that in mind”.

PARTNERSHIPS

Taking the traditional RFP (Request For Proposal) abbreviation, Walsh says he wants to redefine it as a ‘Request For Partnerships’. “Our best client relationships are partnerships which are very solid. We know their business as much as they know ours. We work hand in hand to achieve their objectives”. WPP’s Open X team with its creative development led by VMLY&R Commerce was behind Coca-Cola Middle East’s recent highly-regarded campaign with Alexa.

“Even with Alexa, it was very much a connected partnership on that level as well. They know their platform better than anyone and we know we know the partner’s brand. We know that we have the ability to strategically take that brand and achieve the right objectives as part of an overall campaign rather than just quick wins”.

Walsh is looking ahead to the region’s expansion and how his agency is perfectly poised to create great work from here. “There are so many tensions across our region, so there’s opportunities to do ground-breaking, innovative global work that makes the rest of the world stand up and take notice”.

Nick Walsh, CEO for VMLY&R for the MENA region, speaks to Campaign Middle East editor Justin Harper about his global ambitions for the agency

‘‘THERE’S OPPORTUNITIES TO DO GROUNDBREAKING, INNOVATIVE GLOBAL WORK.’’

A visual from VMLY&R’s recent campaign for Coca-Cola

‘WE ARE MAKING A NEW PIE’

Talking about what Augmented Reality (AR) means for Snap, Harris was in a buoyant mood, despite the backdrop of a turbulent economic climate.

“I really do believe that augmented reality is on the verge of transforming a lot of our online experiences as well as our off-line and real-world experience,” he says.

Snap has just launched a new AR enterprise suite to help companies create immersive experiences for their customers. “That’s what they’re expecting now. They want to have that rich, deep immersive experience because it’s what they’re used to doing every day with their family and friends”.

Snap CEO Evan Spiegel spoke last year about the turbulent economic climate and how his company should face the consequences of our lower revenue growth as it adapts to the market environment.

For Harris, AR will be the silver bullet to help deal with these challenges. “These new paradigm shifts, in my experience, tend to kind of ignore what’s going on in the macro economy. Because what we’re doing is we’re making a new pie, and we’re seeing that reflected in the

conversations we’re having with our client base and with the new clients coming on to the platform”.

Harris is a veteran in the technology sector and has seen a number of shifts in this industry. “My first few years in the industry were going around telling everybody that the internet’s coming, they need to get ready for the internet and figure out what internet advertising wil look like.

“Then we went through the mobile shift and then we went through the shift from text advertising and banner advertising to video advertising. Now we’re going through a shift where it’s moving to much more immersive technologies. And I think that’s what’s growing the community on our platform”.

Based in London, the Snap EMEA President was in the region to meet teams in Dubai and Riyadh. “In Saudi Arabia, we’ve got such tremendous penetration. Our platform is the go-to platform for the entire population. We’ve got over 90 per cent, for example, of 18 to 34 year olds.

“We’re working very hard to make sure that we can scale our offerings and service the demand that’s coming through. It’s really exciting”.

Snap recently hosted its the annual Snap Partner Summit, unveiling some new features and initiatives.

It has strong e-commerce ambitions and is launching partnerships with brands such as Coca-Cola, designed to integrate commercial content into its lens-led interaction. Brands including Samsung and Microsoft are integrating Snap’s AR tech into their products and services.

Its AR Enterprise Services (ARES) offers a Shopping Suite, bringing together its AR technology and AI-generated fit and sizing recommendations with features like its 3D Viewer and AR Try-On.

Snap also announced that ARES now offers AR Mirrors, which brings the already-deployed AR technology for shopping and entertainment to physical screens, allowing consumers to see themselves try-on and interact with a product in real-time.

“Our AR Mirrors bring the power and creativity of AR to businesses in their own physical spaces and events, so that customers can virtually try on products, play with engaging and fun experiences that encourage them to create and share content, and receive helpful guides and explanations to learn more about the products they see in the store,” a Snap statement said.

As an example of the scheme’s expansion, the company revealed the prototype of an AR-enabled Coca-Cola vending machine. Shoppers can step up to the machine and use hand gestures to control what comes next.

“Snap and Coca-Cola share a long-term vision to build an AR ecosystem that evolves the way people engage with the Coke brand across their vending machines, app, and website, and we’re thrilled to bring this experience to life,” Snap said.

“Where we’re at continues to be a very exciting juncture,” Snap’s EMEA President Ronan Harris tells Justin Harper in an exclusive interview

‘‘WE’RE GOING THROUGH A SHIFT WHERE IT’S MOVING TO MUCH MORE IMMERSIVE TECHNOLOGIES.’’

INDUSTRY FORUM:

Can advertising-based video on demand (AVOD) and subscription video on demand (SVOD) continue to co-exist?

Ryan Restell VP of Growth & Strategy, OSN+

Prasad Amin Deputy CEO, IAS MEDIA

YES

Looking at the content consumption behaviour, AVOD and SVOD services can continue to co-exist because they offer different benefits to users.

AVOD allows users to access content for free but with ads. This type of model is appealing to consumers who are price-sensitive or interested in trying out new content without committing to a subscription. In contrast, SVOD services offer an ad-free experience with unlimited access to exclusive content. This model is preferred by consumers who desire a more personalised and seamless viewing experience without interruptions.

Either way, content platforms generate the desired revenue via ads or subscriptions. For instance, some content platforms offer the first episodes as AVOD and the rest as SVOD. Here we can see the harmony between two completely opposite business models. Ultimately, both models appeal to different types of consumers and can complement each other in the streaming industry.

Richard Fitzgerald CEO & Founder of Augustus Media (Smashi TV)

YES

AVOD and SVOD can continue to coexist. Offering both options can expand a provider’s reach and provide more choices to viewers while still generating revenue. AVOD can attract a different audience from SVOD, including those who are hesitant to pay for multiple subscriptions or want to sample content before subscribing. Balancing the content offering between the two models is critical for driving subscriptions and retaining viewers. Ultimately, having both AVOD and SVOD propositions can complement each other and enhance the overall viewer experience.

Francesco Perta Vice-President Of Business Development and Distribution for MENAT, Warner Bros. Discovery

YES

Our goal is to provide streaming options that cater to every customer, ensuring that no one is left out. We offer premium SVOD products that are ad-free or have fewer ads in multiple markets. In addition to our premium offerings, we’re also exploring ways to bring our extensive library of content to consumers through the FAST (free ad-supported streaming) space. Our approach covers everything from SVOD to AVOD and everything in between, enabling us to reach consumers across all distribution channels. Through our omnichannel distribution and monetisation strategy, we’re maximising the overall value of our content for the benefit of our viewers.

Nikita Airan Group Account Director, Radix Media MENA

YES

Of course, they can. It was a misconception that they never could. Netflix was the original, but the innovation doesn’t stop there. It is the same as the way you would traditionally pay for cable tv channels that have ads or pay for a newspaper or magazine with ads. That’s the same as paying for a digital subscription with ads, even with ‘on demand’. There will be nuances such as pricing models with ad-free and ad-supported tiers. With the cost of streaming, It was inevitable that we would reach this point. The only surprise was that it took this long.

YES

AVOD and SVOD can and will continue to co-exist as they suit the needs of two different target audiences. While SVOD will continue to grow globally, AVOD will still meet the needs of certain audiences, especially large and diverse markets.

What will be interesting for marketers and planners is to understand the psychographics of each of these audiences. As opposed to looking at just reach figures, time spent and traffic numbers of video-on-demand platforms at large, it will be interesting to understand if your brand suits the AVOD audience now consuming the platform based on their psychographics.

Mitch Rowlands Sales Director, The Mediavantage

YESBoth these services capture different types of consumers, such as professionals who have multiple services or students who rely on an ad-funded model. Consumers will watch advertising if it means saving money on their subscription or signing up to a platform to watch the latest release of an exclusive production. Allowing passive subscribers to come and go as they please will capture an otherwise unattainable revenue stream. This will also open up a conversation with the user to subscribe via an ad-supported package, as seen with major players moving to an ad-supported plan. All streaming players need to be careful of ad fatigue for the consumer, which can be managed by capping the number of ads seen per session or piece of content.

Varun Suri Director – Growth & Expansion (MENA), Pivotroots

YESAVOD and SVOD can co-exist as both are revenue models for VOD platforms. SVOD requires a subscription fee, while AVOD offers free access in exchange for watching ads. Choosing the right model depends on factors such as content exclusivity, target audience, business goals, and market readiness. SVOD offers a dependable source of income and a loyal customer base but struggles with content retention. AVOD attracts a broad audience and easy-to-acquire customers but lacks a sustained revenue stream. Platforms are already combining models for maximum benefit. Established platforms can opt for SVOD, while new entrants can start with AVOD and eventually transition to SVOD to scale revenue and grow a loyal customer base.

YESAVOD and SVOD can coexist as they serve distinct segments of the market. AVOD platforms offer free content and are monetised by direct advertisements, providing advertisers with an opportunity to reach budget-conscious audiences. SVOD platforms on the other hand, offer ad-free premium content for a subscription fee, with subtle advertising options such as product placement, attracting viewers who seek uninterrupted content. While both compete for viewers’ attention, their coexistence promotes healthy competition between advertisers and offers more options for viewers. It’s important we consider both platforms to ensure we make the selection that best addresses our target audience.

Nadine Samra Chief Business Officer, Weyyak

YESSome SVOD global players have recently started considering or have already started offering ad-supported content to complement their SVOD service and supplement their subscription revenue. Prioritising personalising the users’ experience on the platform, delivering great content that meets their preferences, while engaging with them, and providing them with the best customer service are the major factors. driving both services’ co-existence and growth in the region. At Weyyak, we have adopted the freemium model, which has both SVOD and AVOD, and it has been working very well for us so far.

I don’t believe there are currently many successful businesses out there that rely on only one form of revenue income. Video on demand, free or through a subscription model, is not showing any signs of slowing down. In fact, many studies forecast that both AVOD and SVOD will continue to grow year-on-year for the next five years. Audiences on these platforms tend to be more receptive, which is extremely important to any advertiser. One of the biggest challenges for VOD providers will be to make ad breaks as enjoyable as possible for the consumer.

Makram Abou Fakher Business Unit Director, Havas Middle East

Mohammad Basma Programmatic & Partnership Director, Assembly MENA.

Kia partners with The Waste Lab to launch ‘Cycle of Life’ campaign tackling food waste

Kia and The Waste Lab have partnered to raise awareness and mobilise individuals to the global-wide issue of food waste, while guiding them towards practical solutions. The collaboration advocates minimising food waste in the region and transforming it into healthy compost, reducing carbon footprint and bringing the cycle of life full circle.

Kia Corporation partnered with Dubai-based startup, The Waste Lab, have launched a three-stage GCC-based campaign while transforming food waste into healthy compost. The partnership started at the beginning of Ramadan, nudging consumers to rethink their practices and mindset around food wastage.

The Waste Lab is a women-led, impact-driven startup based in the UAE, with a mission to reduce and repurpose food waste, while Kia has always been an advocate of sustainable mobility solutions. In line with their vision to become a Sustainable Mobility Solutions Provider, Kia is facilitating The Waste Lab as part of the collaboration with the Kia Niro Hybrid in the UAE, the Kia K5 Hybrid in Oman, and the Kia K8 Hybrid in Saudi Arabia, as a means of transportation of the food waste into nutrient-rich compost. Operations commenced in the UAE at the start of Ramadan. The first stage entailed Kia and The Waste Lab collecting food waste from 150 households across two communities in Dubai – Sustainable City and Villa Lantana. Once collected, the food waste was brought to The Waste Lab facilities, where it was sorted and converted into healthy compost.

The second stage will take place at Lizq Oasis, a family-run, locally owned farm in Oman, where healthy compost and regenerative agricultural practices have transformed a small plot of land into a productive orchard that supports date plans, citrus and tropical fruit trees. This process goes hand-in-hand with The Waste Lab’s focus on soil health and organic farming.

The composting journey or ‘The Cycle of Life’ initiative has concluded with Saudi chef Yasmin Hamza. Her Indulge Thyself restaurant in Jeddah is a first-of-itskind zero-waste fine-dining experience in the Middle East. Kia hosted a farm-to-table Iftar at the restaurant to celebrate

environmental advocates from the region.

Yaser Shabsogh, Chief Operating Officer, Regional HQ, Middle East & Africa, Kia, said: “We are excited about our partnership with The Waste Lab and engaging with the community in our collective effort to promote sustainable solutions. Throughout this journey, our aim has been to generate support from local communities for sustainable initiatives in the region.

“We are aiming to shift people’s mindset around food waste and responsible consumption. At Kia, we hold a deep-seated commitment to reducing the carbon footprint and are always trying to pursue innovative means to pursue sustainable solutions. We understand that this commitment has the power to transform our world and bring the cycle of life full circle.

Lara Hussein and Ceylan Uren, The Waste Lab co-founders added: “In the lead up to Ramadan, we often see a surge in excessive buying and discarding of food. However, this time can be used to promote more mindful consumption and sustainability.

“By emphasising the advantages of sourcing locally and minimising food waste, we can raise awareness and promote responsible consumption. Additionally, diverting these precious resources from landfills can have a positive impact on reducing greenhouse gas emissions and supporting soil health, we believe that this initiative with Kia can be transformative and have a positive impact on our world, and we have been excited to bring the community onboard to galvanise support. We are grateful to Kia for lending their support and collaborating on this impactful movement”.

BENEFITS OF COMPOSTING

There are multiple benefits of composting to the overall ecosystem. It reduces the waste in landfills (organic waste accounts for 40 per cent to 60 per cent of landfills) as well as the use of chemical applications. The process also aids in building healthy soil by storing atmospheric C02 and plant nutrients which enhances plant growth and the overall environment around. The composting initiative by The Waste Lab also creates local resources, encouraging food security and a culture that grows home-based plants.

“By emphasising the advantages of sourcing locally and minimising food waste, we can raise awareness and promote responsible consumption.”

Unveiling The ‘555 Strategy’

W Group’s Chairman and CEO, Habib Wehbi, reveals the group’s

WHAT IS THE 555 STRATEGY AND HOW WOULD IT ACCELERATE YOUR BUSINESS GROWTH AND PROFITABILITY?

The 555 strategy is an ambitious growth plan developed by W Group to expand within 5 verticals to generate 500M revenue in 5 years. Being one of the major players behind the Digital Out-of-Home (DOOH) transformation in the region, W Group’s Strategy relies on its solid DOOH platform in the UAE to implement its growth plan in the region throughout its established verticals:

1. W Group, managing and overseeing the group growth.

2. Hypermedia, leading the DOOH transformation in the UAE.

3. DigitAll, leading the digital transformation in the region.

4. A soon-to-be-launched new company that will introduce cutting-edge smart technologies in DOOH data audience measurement, programmatic, and digital creative experience.

5. AT85, the first NFT ecosystem in the region that will connect brands and consumers through its strategic partnerships and empower the digital economy with diversified Metaverse NFT aggregation rights.

The strategy will focus on several key areas, including organic and inorganic growth through innovation, technology, maximizing revenues, and pricing strategy; business expansion, which involves expanding the company’s portfolio to new markets in the region, with a particular emphasis on KSA and Lower Gulf; and prioritize the formation of strategic partnerships with both regional and global entities to enhance the portfolio and product offerings of the group.

IN WHAT WAYS DO YOU FORESEE THE INCREASED USAGE OF DATA INFLUENCING THE GROWTH TRAJECTORY OF W GROUP?

W Group is strategically leveraging the power of data by forging partnerships with regional and global data measurement companies. As an industry leader, the group is taking the next step by developing its own measurement platform, which will empower brands to measure the ROI of their DOOH campaigns with precision and accuracy.

This innovative platform will provide pre-campaign targeting reports that offer invaluable insights to help forecast the potential reach of each campaign, granting marketers complete control over their programmatic DOOH campaigns. By integrating cutting-edge audience measurement technology, W Group will generate new revenue streams by actively seeking out clients who will benefit most from these advanced solutions and optimizing their marketing efforts. The use of data technology has become an indispensable component of any successful marketing strategy. W Group has already digitized over 2500 of Hypermedia’s assets and incorporated data, propelling itself to the forefront of OOH technologies by offering real-time data measurement & analytics, smart trigger advertising, programmatic advertising, and other groundbreaking features. This empowers marketers to precisely target their audiences with unparalleled efficiency and accuracy.

integrating cutting-edge audience any data, propelling itself to the forefront of trigger advertising, programmatic efficiency and accuracy.

WHAT MOTIVATED W GROUP TO INVEST IN THE NFT MARKET?

W Group is expanding its investment portfolio into the rapidly evolving NFT space with the launch of AT85, an NFT platform. This strategic move aims to position the group as a leading player in this exciting new market and capitalize on the opportunities presented by early adoption.

The decision to invest in this new platform was based on the immense potential for revenue growth, as the global NFT market is projected to grow at an impressive CAGR of 33.9 per cent from 2022 to 2030. In 2021, the market was valued at US$15.54 billion, and this growth is fueled by the increasing demand for NFTs, which are valued for their uniqueness, individuality, transparency, and other remarkable features. As an early entrant into this thriving market, W Group’s investment in AT85 is strategically positioned to maximize the potential for growth and establish the group as a frontrunner in the NFT space.

IN THE GLOBAL OOH INDUSTRY, WHERE DOES W GROUP STAND?

W Group has solidified its position in the global OOH landscape by partnering with various organizations, such as the World Out of Home Organization (WOO), the Interactive Advertising Bureau association (iab GCC) and the Global Digital Out of Home Association (DPAA). By becoming a member of these global platforms, W Group gains access to a vast network of industry professionals and can explore partnerships and innovations that can drive the growth of its media network. This demonstrates the company’s commitment to staying at the forefront of the industry’s best practices and fostering collaboration with other industry leaders. These strategic partnerships provide W Group with a platform to share knowledge, learn from others, and stay ahead of emerging trends, ultimately driving the company’s growth and success.

WHAT STRATEGIES DOES W GROUP HAVE IN PLACE TO ATTRACT SKILLED PROFESSIONALS AND DRIVE ITS BUSINESS EXPANSION?

To ensure business growth and success in the ever-evolving OOH landscape, W Group aims to attract top talent with the ability to adapt to change, bring innovation, culture, and leadership. Attracting such talent is crucial to stay competitive and thrive in the market.

highly ambitious growth plan

Chris Davis, Chief Marketing Officer & Senior Vice President of Merchandising

New Balance, a leading sports brand founded in 1906, has been making waves in the Middle East and North Africa region with its rapid expansion in the UAE. Despite being a 116-year-old company, New Balance prides itself on being a ‘brand with heritage’, not a ‘heritage brand’, by focusing on tomorrow and balancing innovation with honouring its past.

Davis highlighted that New Balance sees itself sitting at the intersection of sport and culture, which sets it apart from its competitors. The brand’s marketing reflects this confluence of its lifestyle business and performance business. “We take an autobiographical approach to our marketing. We introduce ourselves to new consumers and we reintroduce ourselves to existing consumers by communicating our brand sentiment, ethos, reason for being and values,” shares Davis. He adds that the approach has been instrumental in the brand’s transformation from a product company to a world-class brand over the last seven years.

One of New Balance’s notable global campaigns is “We Got Now,” which is entering its third year. Davis and Mcadams felt that this campaign has been highly effective in terms of business response and consumer engagement, with the 2022 version garnering over 65 million views on YouTube. The campaign features global faces of the brand, including athletes and entertainment partners such as IU from Korea and Jack Harlow from the US, and is distributed across multiple markets through various channels, including TV, out of home and digital.

When asked about the challenges of connecting with local communities in different parts of the world, Mcadams acknowledged that it is indeed a challenge at every step of the marketing cycle. However, New Balance is tackling this through its vision of “One New Balance,” which aims to make the brand look consistent and recognisable worldwide. The brand puts a lot of value into pattern recognition, ensuring that consumers see the same brand image regardless of where they are and what channel they are consuming content on.

Embracing gaming

One of the tech trends that excites New Balance as marketers is gaming. It has

even created a dedicated team called ‘Gaming and Metaverse’ within its global marketing group to explore the potential of the metaverse, taking a patient approach and seeking partnership opportunities with technologically advanced partners.

“We have launched shoes through video games that consumers can purchase or design through video

consumers spend engaging with a brand in a gaming environment. “While social media views may last only a few seconds, gaming has proven to offer 15-20 minutes of brand interaction, allowing for intimate and persistent engagement with consumers. New Balance sees this as a valuable metric,” Davis says.

Authentic influencer partnerships

New Balance stands for building authentic partnerships with athletes and entertainers who align with their brand values. According to the team, they believe in co-authoring the strategy, product, and content with their partners to ensure it comes from an authentic place. “We have a real aversion to what a lot of brands do just paying influencers to us to wear or endorse their product. That’s not a part of our market. If you see a global campaign, it’s going to be an athlete or an entertainer who was a part of New Balance,” adds Davis. The brand emphasises the importance of being honest, genuine, and transparent to resonate with Gen Z and millennial consumers who value authenticity in brands.

games,” shares Mcadams. They established partnerships with NBA 2k, Major League Baseball, and Global Football gaming, allowing consumers to purchase and design products through video games. They integrated their brand into in-stadium and out-of-home placements within the gaming world. New Balance believes that gaming offers unique opportunities for brand engagement that social media cannot replicate. They value the concept of dwell time, which refers to the amount of time

In terms of agency partnerships, New Balance follows a flexible model. It has one strategic agency of record that handles global campaigns, and a roster of content creation agencies that understand the brand’s values and can be called upon for different campaigns in various categories and regions. Additionally, New Balance has an internal agency that handles packaging, out of home, retail marketing, social media, and owned omni-channel marketing.

By Jalaja Ramanunni

NEW BALANCE GOT GAME

Chris Davis, Chief Marketing Officer & Senior Vice President of Merchandising and Jeff Mcadams, Vice President, Global Marketing, shared their insights into the brand’s marketing strategies and approach to global expansion.

Jeff Mcadams, Vice President, Global Marketing

‘‘GAMING OFFERS 15-20 MINUTES OF INTERACTION, ALLOWING FOR INTIMATE AND PERSISTENT ENGAGEMENT.’’

ABOVE AND BEYOND

Heriot Watt University Dubai’s Edinburgh Business School Announces Scholarship Winners from Campaign’s Faces to Watch 2023

SCHOLARSHIP WINNERS

FULL 100 PER CENT SCHOLARSHIP WINNER –MEDIA

CARLA AL JURDI Integrated Senior Media Planner, Initiative MENA

Carla displayed a strong passion for her profession and has a clear idea of how the master’s degree will help her achieve her career vision. She also identifies the skills she wishes to build upon to enhance her professional life and personal development. Carla’s expertise in building relationships combined with her knowledge in marketing strategy and data analysis will be honed with the master’s degree in digital marketing. With relevant experience and desire to learn and evolve, Carla demonstrates the commitment and perseverance with will be key assets to excel in the programme.

The Agency Faces to Watch awards by Campaign Middle East are highly coveted by the creative industry of the region, providing an excellent opportunity for young professionals to exhibit their creative abilities, enhance their professional image and advance their careers. These awards also assist employers in identifying the most talented rising stars.

PROGRAMME AND COURSES

As internet and social media usage rates in the Middle East continue to rise, a degree in digital marketing is becoming increasingly relevant. A report by Ipsos in 2021, a multinational market research and consulting firm, has also shown a surge in advertising spending in the region, presenting an opportunity for further expansion. Heriot-Watt University Dubai’s Edinburgh Business School (EBS) offers a master’s degree in digital marketing designed to prepare students as marketing professionals by focusing on market relevance and a concentration of concepts and techniques. The programme is tailored to develop students’ professional readiness by incorporating collaborative projects with industry partners. It also allows students to choose two course options per semester, which align with their interests and career goals. These courses cover various digital marketing skills, including social media management, database design, website development, as well as management competencies such as strategy, entrepreneurship, consumer psychology, legal aspects, and project management.

By bridging the gap in the use and application of digital technologies in marketing, the programme reflects the university’s commitment to promoting leadership in the marketing field and preparing the next generation of leaders with the necessary digital and soft skills to succeed in marketing.

COLLABORATION WITH CAMPAIGN

As a notable voice for the marketing and communications industry in the region, Campaign Middle East aligns with the goals of Heriot-Watt University Dubai’s programmes to support young professionals in advancing their careers in a dynamic and rapidly evolving field.

Dr. Mercedes Sheen, Interim Head of School of Social Sciences at Heriot-Watt University Dubai expressed her enthusiasm for the renewed partnership. She said: “We are thrilled to partner with Campaign Middle East for the third time to hold this competition, which recognizes the ambition of talented professionals in the region”.

Dr. Sheen announced the five winners, comprising one winner in each of the four categories (Creative, Digital, Media and PR), who will each receive a 30 per cent scholarship and one winner who will receive a 100 per cent scholarship to pursue the MSc in Digital Marketing at Edinburgh Business School.

Commenting on the quality of submissions, Dr. Sheen said: “Although the selection process was challenging due to numerous high-quality submissions, the winners for this year have been chosen after careful consideration. Our winners this year are as follows:”

Dr. Mercedes Sheen, Interim Head of School of Social Sciences at Heriot-Wa University Dubai

IN ASSOCIATION WITH

CREATIVE CATEGORY DIGITAL CATEGORY

AYUSH TANDON Art Director, Sweetwater MEA

Ayush clearly outlines how the programme would help him develop both personally and professionally. Combined with his experience working on multiple successful campaigns and passion for learning about analytics, consumer behaviour and digital strategy, Ayush will benefit from this degree to further his career goals. It is evident from Ayush’s account and experience that he has a passion for the industry and that his strengths in innovation and creativity will help him succeed in the programme.

FARAH HISHAM AL BATAWI Social Media Manager, RAPP DUBAI

Farah’s passion for marketing and her enthusiasm for the programme are clear from her account. Her commitment to ongoing learning and her desire to understand people to improve her personal and professional life is inspiring. She demonstrates an understanding of the programme and how it can act as a platform to build her skills and expertise in digital marketing. With Farah’s expertise in content creation and brand awareness, a master’s degree in digital marketing will upgrade her expertise and help her achieve her goals of making an original contribution to the field.

MEDIA CATEGORY PR CATEGORY

MONEER AL AHMADIEH Senior Performance Executive, UM UAE

Moneer displayed a thorough knowledge of the digital marketing field and has a clear idea of how he wishes to progress in his career. He is a well-rounded professional with knowledge in creating and managing campaigns for multiple industries. Moneer has outlined what he wishes to gain from a master’s degree in digital marketing professionally and personally to become a leader in his field. Combined with his understanding of the field and his passion for learning, I am certain he will make a valuable contribution to the digital marketing industry and drive business growth.

RAYNA GREEN Account Manager, Impact Porter Novelli

Rayna outlines a very good account of what she hopes to gain from the programme, and it is evident that she is commi ed to broadening her skills and knowledge. She demonstrated passion for the programme’s focus on hands-on experience and digital marketing tools that can help her progress in her career as a PR professional. I am confident she will make the most of the opportunity and build on her existing expertise to make a positive contribution to the field of communications.

CREATIVE FACES TO WATCH

ABDUL ALEEM, 27 Chief Engineer, The Hanging House Experiential Events

Husam Haris, Chief Operating Officer, The Hanging House Experiential Events: Abdul Aleem is a technological marvel with a flair for creativity — and not just in terms of imagery, but in his creative use of technology. With his tendency to gravitate toward emerging techs, he does not stop at learning. He takes futuristic developments apart, pairs them with the old, and comes up with something better. He currently conducts weekly tech trainings for all departments at THH. And starting out as a junior mechatronics engineer, he is now chief engineer and continues to inspire his 10 members and other departments as well.

Saheba Sodhi, Head of Strategy, MCH Global: Ansu has always had a keen eye for a unique point of view. Her youthful energy, her dynamism and penchant to challenge the status quo are all aspects that the MCH Global team has come to cherish deeply. From an intern to a multimedia designer to a content lead, today Ansu is driving the tonality of the agency forward. Being a third-culture kid, storytelling comes naturally to her. I am so excited for her future, as she continues to display a vigorous hunger for delving into the new and an endless desire to excel at everything she takes on.

ASHRAF MOUWAD, 25 Art Director, digitalfarm

Thomas, Managing Director, digitalfarm: We’re honoured to put Ashraf forward for this award. Since joining digitalfarm we have been perpetually impressed by his dedication, passion and creative talent. Ashraf’s eagerness to learn under our Creative Director Praveen in his formational year at the agency accelerated his growth to a senior position within a short space of time. Now as art director, Ashraf has become a key mentor and leads on creative trainings within the design department. We are sure that Ashraf will continue to do great things in the industry.

ADELE BAXTER, 29 Client Services Director, JWI

Charli Ball, Managing Director, JWI: Just like a conductor unifies musicians into one harmonious sound, Adele orchestrates teams to create symphonies. She leads with purpose and passion, striking the right balance between providing support and pushing her peers to grow. Adele’s shoulder is one we all lean on. When you have a problem, she has a solution, making her our rock at the agency. A critical thinker by nature, she approaches her craft with a highly strategic mindset, just one reason why she has garnered so much respect from team members and clients within just one year at JWI.

ABHI NAIR, 28 Social Media Manager, Dune|23 (previously E10)

Lloyd McMillan, Managing Partner, Dune|23: Since joining our team, Abhi has propelled our social media efforts to new heights. His enhancements of our internal processes and creativity has led to an increase in output on behalf of our clients that is clear to see. This has, in turn, led to our improvements across the entirety of our social media team, as Abhi is always keen and on-hand to teach and train others for their own respective progress. A true team player who has quickly become a fulcrum of the agency social media team, I truly hope Abhi is recognised for his expertise in his field.

AHMAD FARRAG, 29 Senior Creative Designer, The Studio- Hill+Knowlton Strategies

Mirna Eskarous, Associate Creative Director, The Studio- Hill+Knowlton Strategies: Farrag, as we call him at the office, is a rising star. Every design he touches turns into something magical. Farrag uses his photo manipulation skills to make every brief special. He challenges every brief he gets and always gives it the love it needs. His love for design and creation is incomparable. His can-do attitude sets him apart from the competition and makes him one of the most sought-after creatives in the industry.

ANSU ANN THOMAS, 24 Content Manager, MCH Global

AYUSH TANDON, 27 Art Director, Sweetwater Mea

Usman Saleemi, Creative Director, Sweetwater Mea: I highly recommend Ayush Tandon, the art director on my team. Ayush is a true creative visionary with a unique ability to transform any concept into a captivating visual masterpiece. He possess an outstanding eye for detail and an exceptional understanding of design principles, consistently producing work that is both aesthetically pleasing and highly effective. He is an excellent team player, collaborating effectively with colleagues from various departments to achieve outstanding results. He has a proven track record of successfully executing projects within tight deadlines while maintaining high standards of quality. Ayush is an invaluable asset to our team, and definitely one of the Faces to Watch in this region.

BURAQ ZAHWAH, 28 Account Executive, Rain

Vinay Mahadevan, Business

Director, Rain: Buraq has excelled in his role, and today handles clients across automotive, FMCG, retail and finance. He has the ability to think on his feet and act independently, while keeping the agency’s and clients’ best interests in mind. His ability to calmly manage client expectations and deadlines make him a must-have in the team. To top it, he brings an added dimension of being a photographer, which is a bonus when it comes to developing quick social content for clients.

CARLOTA PAVÓN, 24 Senior Account Executive, Havas Creative Middle East

Teddy Abdel Nour, Group Account Director, Havas

Creative Middle East: Carlota joined Havas Middle East more than a year ago and has proven to be an asset to the agency ever since.

Carlota’s solution-driven attitude, project management and creative thinking have seen her progress from agency intern to senior account executive. Her understanding of what is needed, organisation skills and calm demeanour are great assets for a client servicing professional which help her win the trust of her clients and challenge them to explore more and get outside their comfort zone.

CHRISTINE HILAL, 31 Account Director, the bold group

Sarmad Hyder, Head of bold_comms, the bold group: I highly recommend Christine for the digital marketing degree programme. I have not only been her direct manager for the last 7 years but an admirer of watching someone quickly learn, understand and thrive in the advertising industry. While she has aced the operational aspect of delivering jobs successfully, a degree in digital marketing would enhance her capabilities and open doors for major business and marketing leader roles in the industry. I am confident that the programme’s curriculum, combined with her skills and dedication, will land her success in the industry and the confidence to be an unquestionable respectable leader.

CARLO EL ASWAD, 30 Senior Multimedia Designer, AGA ADK

Raafat Khalil, Senior Art Director / Art Lead, AGA ADK: Carlo’s exceptional skills as a senior multimedia designer and animator make him a standout professional in the advertising industry in the MENA region. His ability to bring creative concepts to life through animation is remarkable and has caught the attention of many in the industry. Carlo has an impressive portfolio that showcases his talent in developing unique and visually appealing content that resonates with audiences. His dedication to staying current with emerging trends and his willingness to push creative boundaries is admirable. By choosing Carlo as one of the Faces to Watch in the advertising industry in the MENA region, it is evident that he has the potential to make significant contributions to the industry in the years to come.

CHRISTOPHE TOUMA, 27 Senior Designer, Publicis Content

Aya Karam, Content Manager, Publicis Content: Having met Christophe 3 years ago at Publicis, he has never stopped surprising me with his talent and enthusiasm. Since then, he managed to develop into a reliable teammate with his determination and hard work. He is also the daily dose of positivity and humour that every team needs. Armed with his fresh ideas and wit, Chris is never afraid of a new challenge. On top of that, he is always available to help other teammates, which makes his presence valuable for his team and the wider practice.

CHRISTOPHER NEHME, 29 Associate Business DirectorCommunications Consultancy Communications, LEO BURNETT Beirut

Malek Ghorayeb, Chief Creative Officer, LEO BURNETT Beirut: Christopher is the multitasking warrior by excellence. Once in charge of a project , he is on all fronts until the battle is won. Project management, strategist, client facing with a smile , copywriter and even when needed he can ideate, design and finish a layout... you name it. Christopher is a rare bread that leads by example, always available, a dream CS person for any creative... we should have more people like him in all agencies... lucky are the ones that encounters his journey...and i am one of them.

EVELYN ZAFFAR, 28 Production Manager, Umami Communications

Bianca Diaz-Bates, Creative Director, Umami Communications: I am delighted to nominate Evelyn, our Production Manager, for the Agency Faces to Watch 2023 award. Evelyn has been an integral part of our team for three years and has consistently demonstrated a dedication to excellence in all of her work. She has led our team to produce exceptional video campaigns for YSL, Abu Dhabi Tourism, Unilever, and the World’s 50 Best Restaurants and Bars. Her attention to detail and leadership skills make her a valuable asset to our team. I recommend Evelyn for this award as her talent, dedication and hard work make her a standout in our industry.

GEORGE SHARROCK, 26

Senior Creative, JWI

Charli Ball, Managing Director, JWI: Some might describe George as annoyingly positive, and they would be right, but it’s the reason why he’s so loved by his team members and clients. George’s dedication to constantly improving his craft is impressive. He’s filled with boundless creativity, and works with the mindset that good ideas can be born out of anywhere. One of George’s most admirable qualities is his fearlessness. He welcomes new challenges with open arms, and thinks out of the box to share bold ideas. The result? Exceptional quality work that pushes the boundaries of creativity.

HANAA AYYAD, 24 Copywriter, Publicis One Touch

Rita Harbie, Creative Director, Publicis One Touch: Hanaa is brimming with interesting insights and unwavering points of view. Her passion for words coupled with insane world culture knowledge makes her one of the most unique creatives we’ve ever had the pleasure of working with. She’s the first to crack the creative line and big idea, and brings the team on-point digital-first thinking.

FATIMAH ABDULLAH, 26 Arabic copywriter, storyteller, novelist, content creator, Serviceplan Experience

Saleh Elghatit, Creative Director, Serviceplan Experience: Fatima is a creative force to be reckoned with as an Arabic content writer. She brings a unique and authentic Saudi perspective to ideas and is one of those individuals who just ‘gets it’. Her innate understanding of the target audience and cultural nuances is truly impressive. Fatima’s ability to craft engaging and impactful content, coupled with her creative prowess and meticulous attention to detail make her an invaluable asset to our team. She consistently goes above and beyond, delivering ideas that are hyper-local and relevant. Fatima is undoubtedly a rising star, and we feel incredibly fortunate to have her on our team.

FARIDA ABDELAAL, 25 Arabic Copywriter, TBWA\RAAD

Walid Kanaan, Chief Creative Officer, TBWA\ RAAD: Farida is one of the latest additions in the creative team but she’s already left a mark on the agency with her shining talent and admirable vibes. She is full of energy and ambition and is able to come up with great creative concepts and narratives that have helped the team present disruptive campaigns to our clients.

FADI ABDEEN, 27 Senior Designer, Leo Burnett KSA

Mohammed Sehly, Executive Creative Director, Leo Burnett

KSA: Fadi is a creative with an exceptional talent for mastering anything he sets his mind to, aside from his love for his craft: design, illustration, and typography. He’s a big idea person and always proactive in his approach. His ability to quickly adapt to new challenges enables him to consistently come up with fresh and exciting ideas that always impress. Fadi is proactive and loves taking initiatives. Always challenging the norm and seeks out ways to create positive change, making us all glad to have him around.

GRACE BOU NEHME, 24 Senior Social Media Executive, TBWA\RAAD

Dina Salem, Executive Social Media Director, TBWA\ RAAD: Grace Bou Nehme, known as one of the TBWA/RAAD’s rising superstars. A few months after Grace joined the team, it took her no time to show everyone what she is capable of and what she had to offer. Her attention to detail, exceptional dedication and her overall positive attitude is what makes her stand out and gain the trust of everyone in the team. She never hesitated to jump in to support and guide her team and never said no to any learning opportunity that came her way. I am personally proud with where she is today and can’t wait to see her grow and lead a team in her own unique way.

JASMINE TRIVIÑO, 29 Associative Creative Director, Liquid Retail

Colman Sheil, Chief Creative Officer, Liquid Retail: Jasmine joined Liquid in 2017 as a junior designer, and quickly set about proving her creative chops with fresh ideas and infectious enthusiasm on multinational clients. Her ability to spread this fervor and demonstrate leadership became apparent, with the result that today she leads a large creative team and continues to surprise and delight both clients and peers, constantly raising the bar of Liquid’s creative offerings to the market.

JOWANA AL HINDI, 25 Content Creator, BPG

Darius LaBelle, President, BPG: Jowana is not only the bright spot in many of our days, she is also key member of our social and content team - always with an innovative idea, a new trend to jump on, and value to bring to any process. In the short year she has been with us Jowana has taken content production by the horns and helps to create pitch-level ideation for BPG. She is constantly trying to learn and self-improve through photography courses, online certifications, and volunteering for the most interesting briefs. Her influence on our teams extends beyond social media.

LAILA ALKAF, 25 Copywriter, Leo Burnett Dubai

Giorgia Fattoracci, Creative Director, Leo Burnett Dubai: We are lucky to have Laila on our team as a copywriter. Her proactive and insightful approach to her work shows her dedication to delivering heartfelt and relatable content. She truly understands the nuances of our clients’ brands and writes compelling copy that resonates with the audience. Wwe look forward to seeing more of her amazing work.

JALAL SAFI, 29 Art Director, VMLY&R commerce Dubai

Miguel Bemfica, Chief Creative Officer, VMLY&R commerce

Dubai: In our demanding industry, design requires patience and endurance. Convincing clients to produce breakthrough solutions is becoming increasingly

LUBNA AL AJLUNI, 30 Sr Motion Designer, Chain Reaction

Lyna Domiati, Creative Director, Chain Reaction: Lubna has the magic touch of bringing a visual to life in the most mystical ways, her positive attitude and her huge smile makes any type of day in the advertising industry a pleasure. Her curiosity in discovering any new tool or trend and the way her eyes spark when she can apply them and uplift an animation at hand is something I honestly always look forward to. Curiosity is something she shares with her favorite pet and friend : her cat.

KHUSHBOO SAWLANI, 23 Executive - Strategy & Insights, Leo Burnett Dubai

challenging. That’s why Jalal’s craft and determination to fight for our clients’ needs make him a valuable asset. Jalal never gives up, continuously improving his skills and innovative thinking. Spotting exceptional talent in remote teams can be difficult, but with Jalal, his talent shone through in our first team presentation. His abilities still amaze me.

Tahaab Rais, Group Chief Strategy Officer, Publicis Groupe MENAT, Leo Burnett Dubai: Khushboo is young, passionate and wants to help be a part of great work and contribute actively to it. She has been a key part of the team behind some of our most awarded campaigns, often playing multiple roles – that of a junior strategist, of a designer and of project management too. It speaks of her positive attitude towards her work and her desire to learn and grow. She’s also investing in her own education in digital strategy and design.

IBRAHIM ALI, 26 Art Director, Viola Communications

Rabih Kahi, Creative Director, Viola Communications: Ibrahim is an exceptional designer who has a natural talent for Arabic typography and calligraphy. He possesses an innate ability to infuse his work with a distinct cultural identity that is relevant to the region and his designs showcase a unique blend of creativity and cultural sensitivity, demonstrating his passion for design and a keen eye for detail. Ibrahim is constantly pushing the boundaries of creativity to produce work that is both visually stunning and meaningful and always adds a touch of Arabic authenticity to his designs. Ibrahim’s work has been highly praised by clients and peers alike.

LUMA KUDSIOVA, 27 Copywriter, BPG

Darius LaBelle, President, BPG: Luma is a core part of our cultural DNA. Having joined us as part of our training programme, Luma is an integral part of our creative team. Her work has helped to propel our business forward in the last year. Her insightled ideas and culturally relevant insights means that she joins more senior teams on many successful pitches. When presenting she commands the room, and has the ability to bring any creative idea to life.

LUNA JAMAL SALEH ELARJA, 28 Design Lead, The Hanging House Experiential Events

Anam Ahmed, Chief Ideation Officer, The Hanging House Experiential Events: Luna, our lead designer, is an exceptional individual to observe as a potential sensation for advertising campaigns. Thanks to her unparalleled perspective and versatile thought processes, we have managed to produce remarkable designs for diverse set of clients, including large governmental institutions and MNCs. Luna’s constant inspiration to others stems from her work as she delves beyond graphics to explore diverse dimensions of experiential events. Succeeding in a branding endeavour and winning over fresh clients through her selling of innovative work, she displays agility in learning. Luna’s remarkable skills have had a noteworthy influence on the operations of our agency.

MAJDI GHRAIZI, 30 Account Director, The Bold Group

Sarmad Hyder, Head of bold_comms, The Bold Group: I highly recommend Majdi for admission to the digital marketing degree programme at Edinburgh Business School. Pursuing this degree would greatly benefit his current career in advertising and PR by providing valuable skills and knowledge in a rapidly changing industry. With digital marketing becoming an essential component of successful campaigns, it is crucial for professionals to stay informed and up-to-date. Majdi’s passion for learning and dedication to their work make them an excellent candidate for this programme. I am confident that he will emerge fully equipped to excel in the field of digital marketing.

LAILA BOGHDADY, 25 Senior Graphic Designer, Viola Communications

NOURA HAITHAM, 29 Art Director, Chain Reaction

Lyna Domiati, Creative Director, Chain Reaction: Noura has been a great addition to the team, with her keen eye and amazing attention to details she manages to elevate any campaign or visual with extreme sophistication and wit. Watching her grow her leadership skills by growing her team and leading them towards success is simply a path I can’t wait to see unfolding as this woman is full of beautiful surprises. I can’t think of Noura and forget her humane side; between her dedication and involvement in many charities and her love for furry friends, she is an amazing reminder that humanity is still thriving and exists between us.

Ahmed Nabil, Creative Director, Viola Communications: I am delighted to be able to nominate Laila Boghdady as her potential and dedication have been outstanding. She has demonstrated a true passion for her work and a love for learning, consistently going above and beyond expectations to achieve exceptional results and always seeking new knowledge and skills to adopt that enhance her performance. I am confident that she will make good use of her talents gained through hard work and believe that her commitment to excellence makes her an excellent candidate for this recognition.

KHAWLA ASAAD RAYES, 27 Arabic Copywriter, Leo Burnett KSA

Mohammed Sehly, Executive Creative Director, Leo Burnett KSA: Khawla is one of the few Saudi creatives whose love for her craft was obvious since the day she joined us. She is always eager to learn and grow, and the best part is that she applies what she learns right away.

In addition to her passion for her craft, Khawla is also a TikToker, which keeps her equipped with the freshest insights and newest trends by the minute. This combination of creativity and passion makes her a great team player, and we feel fortunate to have her on our team.

MAZEN ABDALLAH ALI ABDALLAH, 27 Senior Graphic Designer, Create Group Egypt

Haitham Othman, Creative Director – Create Group - Egypt Office, Create Group Egypt: Mazen has always been an exceptional team member that I have had the pleasure of working alongside. From day one, he has been a shining star, consistently providing innovative and impactful designs for major brands like PIF. He is a rare gem in the industry, always keeping a calm demeanor under pressure and approaching every project with a positive mindset. He is not only a skilled designer but also a motivated team player who is always willing to lend a hand.

MOHAMMAD SABBAGH, 24 Account Manager, Innocean Middle East & Africa

Nadeem Kerbaj, Head of Department, Innocean Middle East & Africa: Mohammad has only been with us for one year, but his positive contribution have been significantly felt. In a short time, he proved himself to our agency’s leadership team and his peers. It’s safe to say that he is our rising star. He’s a very solution-oriented and results-focused kind of person. His ability to communicate and manage projects plays a vital role in the success of every campaign. His skills and great work spoke for themselves in our latest Kia campaign, ‘The Cycle of Life’. In simple words, he is what every leader looks for in an account manager.

MOHAMMAD AMMAR ALHOMSI, 19 Senior Developer, The Hanging House Experiential Events

Husam Haris, Chief Operating Officer, The Hanging House Experiential Events: Mohammad Homsi is a prodigy any company would be lucky to have. Starting out as a tech intern when he was 18, he’s quickly risen to the highest ranks within just a span of 12 months. And even as he juggles work and uni, what just another developer would make in 6 months, he can make in 30 days. He is now the youngest to hold a senior position as a developer. And with him around, technology is not just nuts and bolts — with his creativity, the most brilliant ideas come out with impact and power.

MOHAMED EL-SHORAFA, 30 Senior

Joe Lahham, Managing Director, TBWA\RAAD: Mohammed is an ambitious, hardworking and passionate account manager who has a lot of integrity and principles. He has helped develop some of the most successful client campaigns. A true team player, Mohammed’s charismatic character and positive spirit fits perfectly into the TBWA culture. I have great faith in Mohammed’s capabilities and am certain that he has a brilliant path awaiting him.

MARIA JABBOUR, 29

NAMITA NAIR, 24 Art Director, Publicis One Touch

Rita Harbie, Creative Director, Publicis One Touch: No creative briefing session is complete without Namita’s reality-checks, hitting us with what it really means to ‘get’ Gen Z. Interestingly, her dark humor brightens up high-pressure moments, and her profound love for the work is terribly contagious. She’s full of strategic insights and is often the one to crack the main idea and/or visual aesthetic. Namita creates work that is all sorts of cool, pretty and effective.

& Saatchi

Senior ManagerCommunications Consultancy, Saatchi

Hisham El Gamal, Business Director, Saatchi & Saatchi: Maria has been an exceptional Senior Account Manager at Saatchi & Saatchi, consistently demonstrating leadership, creativity and planning abilities. Her vision, creativity and attention to detail have helped to deliver highly effective, award-winning campaigns for big regional and international brands. Maria’s exceptional account management skills have been instrumental in managing complex campaigns, ensuring timely and flawless execution. I highly recommend Maria for Campaign’s Faces to Watch as she’s a dynamic, results-driven individual.

NADA RESLAN, 28 Social Media Manager, JWI

Charli Ball, Managing Director, JWI: You know that person who never runs out of ideas? That’s Nada. Her enthusiasm is infectious, and she has a true passion for her craft. She is a creative thinker, with a keen appetite for learning and bringing bright ideas to the table. For Nada, it’s all about people. Her creative process is always deeply inspired by human emotion. Her relationships stem from genuine care for her clients and team members. She works hard and proudly stands behind all that she produces. Not to mention, her bright presence is always a welcome mood booster in the workplace.

NATASHA LOPEZ, 26 Senior Graphic Designer, Augustus Media

Amy Jones, Group Content DIrector, Augustus Media: Since joining Augustus as an intern and later as a full-time employee in 2021, Natasha has consistently impressed me with her talent and creativity. She has the unique ability to not only capture the essence of a project but also take full ownership of it, continuously exceeding expectations. Unlike many creatives, Natasha has developed the rare skill of effectively balancing her creative and management sides. She continuously seeks to grow her creative talents, even outside of her role, coupled with being a pleasure to work with, always positive, and receptive to feedback, Natasha is definitely one to watch.

MISK FEKAIKI, 25

Content Creator, Havas Creative Middle East

Serena Abi Aad, Creative Director, Havas Creative Middle East: Misk’s excellent work ethic, attention to detail and ability to consistently produce quality work is admirable. In a short time, she proved herself and became a valuable asset in the content team, contributing to the agency’s success. She possesses excellent communication skills, enabling her to effectively convey her ideas and collaborate with others. Her dedication to the job is evident in her willingness to go above and beyond. Misk also has a deep understanding of the industry and is always up to date with the latest trends; she is an absolute joy to chat and work with. Shas a beautiful, bright future ahead.

Account Manager, TBWA\RAAD

NAZMI DANISH, 28 Associate Digital Project Manager, SOCIALIZE Agency

Sooraj T R, Head of Innovation, SOCIALIZE Agency: Finding the right project manager with the ideal balance of technical expertise and a creative background is always a challenge. Fortunately, Nazmi’s unique skill set has proven to be an asset for our team. With a strong technical background and exceptional team and process management skills, Nazmi has been instrumental in facilitating collaboration across our team, particularly on large-scale, cutting-edge projects like our Web3 initiatives. Thanks to her contributions, we have been able to deliver high-quality work while meeting tight deadlines and exceeding client expectations.

NICOLE ABDOUCHE, 27

Sr. Multimedia Designer, AGA ADK

Raafat Khalil, Sr. Art Director, AGA ADK: Nicole is a highly talented senior multimedia designer with exceptional skills in illustration and animation, making her a force to be reckoned with in the advertising industry in the MENA region. Her passion for her craft is evident in the quality of work she produces, and her creative approach sets her apart from others in the field. Nicole’s ability to conceptualize unique ideas and bring them to life through animation and illustration is outstanding. Her portfolio speaks for itself, showcasing her versatility and ability to adapt to the needs of clients. By recognising Nicole as one of the standout talents in the advertising industry in the MENA region, it is clear that her passion and creativity will continue to elevate and shape the industry’s landscape for years to come.

OMNIA SAID ABOELMAGD HUSSEIN, 28

Senior Graphic Designer, Viola Communications

Amr Ismail, Creative Director, Viola Communications: You won’t stumble across random talent when referencing Omnia, she has developed her skills to incorporate a sharp eye for detail and enjoys creatively experimenting with how things work together, learning and building her abilities in the creative industry. Omnia proudly states that she has a thing for experimental design and this is reflected in the passions she has in her life. You can sense a unique energy emanating from her in every piece of work she creates. That’s her spark, what makes her unique within her team delivering results every time. Omnia is eager to reach great places with her energy and creativity.

NIKOL BUENAVENTURA, 28 Senior Content Editor, Socialize

Amr Younis, Editorial Director, Socialize: I have known Nikkol for almost 6 years, I have always had my eye on her achievements and her astonishing creativity, I had the most pleasure to finally hire her, and it was the best decision I have made. Not only is she a unique breed of creative with a clever sense of humor but also a highly responsible human being with a work morale that I have rarely seen anywhere else. Nikki takes the world lightly and seriously all at the same time, making her always in tune with her creative source and a pleasure to work with.

NIGEL JAMES, 30 Account Manager, VMLY&R

Camilo Cardoso, Brand Portfolio Director, VMLY&R: Nigel joined the team in 2019 and has since become one of our biggest client’s go-to and key account person. He has consistently delivered on-target results that have captivated our clients, with a gift for building rock-solid relationships with them, ensuring the success of different campaigns in an ever-growing restricted market scenario. His calm, bright and, above everything, humorous way of approaching the day-to-day workload and managing campaigns has earned him the reputation of being a true rockstar in our agency. I have no doubt that he will continue to achieve great things in the years to come.

NOUR ZEINEDDINE, 28

Social Media Manager, Entourage

Social Media, Social Media Manager, Entourage: Nour is the person who lights up any room she walks into, be it with her quirks or with her work. She is a brilliant social media marketer, understanding the nuances of channels and different audiences. She juggles between fun and formal ideas and content with ease, using her creativity to build narratives and roll out campaigns. A complete team player, she has found a solid foundation in her uniqueness.

MARINA GUADIX, 30

Senior Art Director, VMLY&R Dubai

Miguel Bemfica, CCO, VMLY&R Dubai: Marina’s design talent is exceptional. Her ability to generate ground-breaking ideas has consistently led her team to success, making her an invaluable asset to any project. With a passion for digital innovation and a relentless drive for excellence, Marina is a creative machine, always striving to find the best and most breakthrough insights before even starting to draw anything. Working alongside her since 2018, I have never lost a pitch with Marina on the team. The future is bright for this rising star in the world of design, and I have no doubt she will continue to achieve great things as she grows in her career.

RAYAN

Marie-Claire Maalouf, Executive Creative Director, IMPACT BBDO: Osama is always full of energy, full of bright big ideas, we are happy to have him and give him our full support. May he keep shining brighter and brighter.

RAMA GHANEM, 24 Copywriter, AKQA Dubai

PRIYA DAV, 24 Senior Account Manager, Freedm

Dani Hakim, Business Director, Freedm: I enthusiastically recommend Priya Dav as one to watch. She has a remarkable empathy for her clients, a vast understanding of the whole marketing landscape and I have been consistently impressed by her dedication to pushing creative boundaries. She is a quick and eager learner and a great collaborator, consistently implementing innovative strategies that yield impressive results. I have no doubt that she will continue to thrive in her career and make significant contributions to our industry and beyond. As a Heriot Watt Alumni, I’d be so proud to see Priya get the chance to study at this amazing school, that paved the way to my career success.

Samar Sidani, Associate Creative Director, AKQA Dubai: As the advertising industry bleeds into other fields like entertainment, film, arts and culture, Rama’s experience as a hybrid in those areas proves not only valuable, but necessary to set the course for the development of our work as an agency. She’s the kind of person who challenges convention and crafts copy that breaks through and connects with dexterity, wit and humour. As such, she is constantly pushing communications into unexpected territories, with emphasis on originality and exceptional quality. Rama’s ambition to grow within and beyond our industry with her finger in many pies will reap fantastic work that reaches beyond the brief.

Sima El Amine, Social Media Director, Saatchi & Saatchi: Rayan is the most passionate person I have worked with. She has been a key player in the team and always asks to be involved in projects to continue developing her skills. She has added tremendous value to the team and has also been a source of motivation; her nickname is Ray of Sunshine for a reason.

Christopher Chakal, Account Director, Entourage Marketing and Events: Tala is the quintessential Gen Z voice. She understands and sees the world differently which enables her to bring fresher perspectives to the table. She is a keen learner and observer and moves progressively toward her goals. Her passion to learn and experiment is contagious.

RICCARDO VECCHI, 29 Art Director, AKQA Dubai

Samar Sidani, Associate Creative Designer, AKQA Dubai: Riccardo brings experience from international agencies in Milan and applies an outlook influenced by their conventions and philosophies to what we do at AKQA. He has a truly excellent understanding of what makes a brand cutting-edge, which allows him to deliver exceptional quality work. Riccardo consistently provides valuable inputs and has a remarkable talent for creating output that goes beyond, even with a concise or limited brief. His ability to take complex ideas and translate them into beautiful design and content pieces is impressive. His roster of clients include Dyson, Chalhoub Group, Saeco, where he›s constantly providing work that goes above and beyond the brief.

Lyna Domiati, Creative Director, Chain Reaction: Tamara is simply one of the bubbliest characters who is always excited about any new opportunity to showcase her design skills and brilliant work. Her personality makes her a remarkable addition to the team while her skills and special touch on any project she handles give it a special twist and ads to it the extra oomph.

Dia Hassan, Managing Partner, Create Group: Rey is one of the best talents in my team. Rey creates socially driven content and always brings his comedic approach to all his tasks. Apart from capturing amazing content and photos, Rey can create a brilliant impactful edits and transition.

SINNO, 28 Senior Social Media Executive, Saatchi & Saatchi

REYMAR REALISTA, 26 Videographer, Photographer & Content Creator, Create Group

OSAMA SIDDIQ, 30 Associate Creative Director, IMPACT BBDO

TAMARA AL SAADI, 25 Sr Graphic Designer, Chain Reaction

TALA KACHLAN, 24 Account Executive, Entourage Marketing and Events

RICHA RAI, 28 Senior Account Manager, Grey Dubai

Zeina Korek, Group Account Director, Grey Dubai: Richa has grown tremendously over the past year and has swiftly become one of the most valuable team players within the agency, handling Haleon & HSBC, two of Grey’s key global accounts. In addition to leading on several other campaigns like IKEA Ramadan and more. Her energy is what sets her apart and keeps her moving forward. Her honesty, dependability, confidence, and capability to work in high-pressure environments are some of Richa’s traits which clients and senior team members have consistently applauded. Richa is talented, consistent, and an incredible asset – I am glad she has chosen Grey Dubai as part of her journey.

SHAHIR AL KINDY, 25 Production Executive, Augustus Media

Amy Jones, Group Content DIrector, Augustus Media: As a production executive, Shahir has a multi-faceted role that involves handling and communicating across multiple brands and departments. His exceptional ability to make people feel welcome sets him apart, not only as a valued colleague but also to the continuous stream of guests he manages and welcomes into the company. His diverse skill set allows him to seek out opportunities to expand his knowledge and expertise. His passion for presenting has led him to expand his role and interview some of Dubai’s top names, in addition to producing hit shows for Augustus brands.

SARAH SHEBL, 30 Senior Designer, Leo Burnett KSA (Riyadh)

Mohammed Sehly, Executive Creative Director, Leo Burnett KSA

(Riyadh): Sarah is one of our most talented creatives whose passion fills any brainstorming room that she’s in. As a great artist with works curated part of local and regional exhibitions, she always brings a unique flair to every project that she works on with a style that is uniquely hers. Moreover, Sarah’s passion is matched by her curiosity; she is always trying to develop new techniques and ways to bring her ideas to life in the best way possible. Her dedication to her craft is a true inspiration to us all, and we are proud to have her on our team.

SHRADDHA CHAURASIA, 30 Art Director, Create Group

Vincent Drevet, Creative Director, Create Group: To be a great art director, one must possess creativity, technical skills and a strong team spirit. Shraddha embodies all three and applies them with aplomb to the most challenging projects. Watching her grow since joining our team has been a true joy, and her infectious enthusiasm is an inspiration to us all. As an AI enthusiast, Shraddha is leading the charge in incorporating this exciting new technology into her work, unlocking untold potential in our industry.

REVATHY RAJAN, 27 English Copywriter, Create Group

Omar Roan, Content Director, Create Group: Revathy has flourished at Create over the last two years. She has found her own voice as a writer but it’s her lack of ego that makes her exceptional. She’ll never get in the way of what the team needs or the client expects. She’ll always make time to support the senior writers or join a brainstorm. She’ll always ride the wave of an idea before challenging it. And she’ll always deliver on time, at the standard we expect. There’s really nothing more I could ask for from her, but I know she’ll only get better from here.

YE MANN AUNG, 23

Content Creator, FP 7 Mccann

YASMINA RAJAB, 24 Communications Manager, TheCreative9

Rola Ghotmeh, Creative CEO, TheCreative9: Hungry, curious, and sharp are a few of the words that describe Yasmina. She joined our team at The Creative 9 Beirut offices first as a young digital communication executive, and I have watched her grow into a brilliant young communication manager, now based in our Dubai offices. She is capable of handling pressure, supporting with plans and strategies for most brand requirements, and servicing our clients seamlessly. I have had the chance to mentor and coach Yasmina closely, working on honing her interpersonal skills, project management skills as well as her strategic thinking and digital planning capabilities.

Ibrahim Hassan, Associate Director Social, FP 7 Mccann: Ye Mann is a Swiss Army knife of talent. He doesn’t know all things about content making, but his curiosity and endless hunger is what makes me certain he is en route to well-rounded mastery. Yemann ensures to inject Internet culture references to every work we do. This means our clients’ latest and greatest works are always pop culture-proof, without compromising on some of the best social cinematography I’ve seen to date.

TOBBI VU, 25 Associate Experience Designer, AKQA

Sahil Assadi, Senior Experience

Designer, AKQA: Tobbi is a true hybrid whose skills span both research and craft. Her passion for helping people is displayed in the products she designs and the knowledge she shares with her peers. In a region where the demand to build products and experiences is rising exponentially, Tobbi has been a highly versatile addition who at the young age of 25, is able to understand our clients needs and deliver quality work that have led to long term partnerships across EMEA. What make her a truly valuable asset is her ability to learn swiftly, own the design process and deliver results at mindboggling speeds. To me, Tobbi has the potential to be a leading star in a constellation of stars.

ZEEBA CHESHTEH, 25 Executive - Communications Consultancy, Saatchi & Saatchi

Hisham El Gamal, Business Director, Saatchi & Saatchi: As Zeeba’s supervisor at Saatchi & Saatchi, I’ve worked closely with her for a year now. Zeeba’s strong work ethic, creativity, and professionalism make her an invaluable team member. Her eye for detail and innovative ideas helped us stand out as a team, and she always goes above and beyond to ensure projects are completed to the highest standard. Zeeba’s positive attitude and collaboration skills make her an excellent communicator and team player. She will excel in the industry fast and we’re fortunate to have her onboard.

SRIYAA SHAH, 27 Senior Account Executive, BPG

Darius LaBelle, President, BPG: In the 12 months that I have been at BPG Sriyaa has been a standout resource. She has a level of personal accountability to her teammates, our clients, and herself that is something we should all strive towards. Quick to ask for feedback, quick to adapt, and all done with a smile and kindness that is rare to find. In my 22 years in this business across NY, Dubai, and Melbourne, I would have been lucky to have had Sriyaa on any team. I am sure her career will continue to skyrocket to lead agency teams at the highest level.

ZEIN SA’DEDIN, 26 Copywriter, Serviceplan Middle East

Akhilesh Bagri, Chief Creative Officer, Serviceplan Middle East: Zein joined us mid-way through her academic pursuits to see what all the fuss was about. Her simple and coherent approach is a refreshing departure from the meaningless jargon of our bubble. Her writing is immaculate. She can thread a story together. She can pacify agitated situations. She can hold a room. She is a team player. She is a pitch winner. She can smell BS from a mile. She fills her timesheets. Zein still has much to learn, and we’d rather she do that from our premises.

SNEHA BASU, 25 New Business & Account Manager, International, GREY

Rohit Nair, Managing Director, International New Business, GREY: Sneha joined GREY as an intern but punched far above her weight. Her rapid growth in just three years to a key member of the International Business Team is a testament to her spirit of entrepreneurship and get-it-done attitude. She has grown to be an individual who can be trusted to deliver under any circumstance, a very hard currency to earn across both our internal agency teams and our biggest, most important clients. Her ability to find common ground has helped solve complex problems with our clients and elevate the quality of creative work. Her capacity to build relationships across the global network has quickly established her as a critical enabler of business success.

YASMINE ELASHRY, 30 Art Director, Leo Burnett Dubai

Natasha Maasri, Executive Creative Director, Leo Burnett Dubai: If there’s one person who exemplifies hunger and drive, I think Yasmine would be the perfect person. Her energy is quite contagious. She also has a knack for experimenting and not stopping at the first idea, or second, or third for that matter. She likes to push ideas beyond what’s possible and treading new paths, which is a quality that is much needed in the advertising world. She’s also a very approachable person who listens to and accepts different views with high tolerance for feedback as well. I keep hearing about fresh proactive ideas she’s pitching to different clients which serves to show what kind of creative she is.

ZEENA ALDHAHI, 22 Arabic content writer, Creative alo media

Tamer Saladin, Head of Arabic Content, Creative alo media: Zeena, a linguistic prodigy, melds grammatical prowess and creative flair, expertly navigating accounts with a strategic, goal-oriented mindset. As a junior-level

team member, she consistently exhibits a dedication to her craft, which is evident in her attention to detail and ability to communicate effectively. Despite her young age, Zeena displays a vast understanding of Arab cultures, history, and dialects, making her a go-to source of knowledge for her peers. A fountain of cultural knowledge, Zeena’s work ethic and communication skills enhance every project, making her an indispensable asset to our team. She’s a skilled communicator, able to convey her ideas effectively and ensure a smooth workflow.

DIGITAL FACES TO WATCH

ABDULLAH ALLIEFAN, 28 Senior social media executive, Hashtag Social Media Agency

Amer Massimi, CEO, Hashtag Social Media Agency: Abdullah, a brilliant young Saudi, joined Hashtag a little less than a year ago, since then, Abdullah proved to be a vital part of Hashtag’s localisation efforts in Saudi. His relentless attitude towards getting a project done is always impressive. His input and insights helped us deliver excellent local content to our clients in Saudi like Carrefour and Amazon. He managed their social media presence smoothly and effectively. I genuinely believe Abdullah is a talent that should be recognised by Faces to Watch and get a chance to be featured and be a model for the young Saudi talent out there aspiring to join this industry.

AHMED NOUR,

29

Senior Digital Manager, FP7 Mccann

ADIL HASSAN, 27 Content Creator, Blue Barracuda

Dina Saadeh, Managing Director, Blue Barracuda: Adil is an outstanding addition to any team. His work ethic is exceptional, consistently delivering high-quality work. His creativity in both his art direction and content work brings a unique and fresh perspective to projects. Adil’s dedication, team player mentality, and willingness to go above and beyond were at the heart of why he transitioned from freelancer to full-time employee. It’s a pleasure to work with such a talented and committed professional. I am excited about the potential of what we can achieve together.

AHMAD SHAKEEB ODETALLAH, 24 SEO Manager, Chain Reaction

Furat Jarad, Head of SEO, Chain Reaction: Ahmad is a highly skilled professional marketer with a proven track record in building effective SEO strategies for clients. His dedication to staying current with industry trends enables him to spearhead innovative SEO experiments and inspire his team to contribute their ideas. In addition to his strong marketing acumen, Ahmad boasts exceptional interpersonal and leadership skills, which empower him to seamlessly collaborate with colleagues, foster a positive work environment, and drive results that surpass client expectations. This unique blend of expertise and soft skills makes Ahmad an invaluable asset to our digital marketing team.

AIHAM SOUFI, 29

Arabic Copywriter, Gambit Communications

Jamal Almawed, Founder and Managing Director, Gambit Communications: Aiham is one of those hidden gems that come along out of nowhere and saves the day. He is a master of the written word who is able to resolve even the most challenging client requests with creativity and clarity. He is also one of the most cultured, well-read and tenacious people I know, and that combination means he absorbs briefs from the get-go and dives right into finding solutions.

Ibrahim Hassan, Associate Director, FP7 Mccann: With his positive attitude, Ahmed possesses a superpower that enables him to exhibit an incredible work ethic and coherent thinking, making him a reliable team player. Since Ahmed joined FP7, his presence has positively impacted our organisation’s social media efforts. His commitment to excellence, innovative thinking and strategic vision has made him a valuable asset to our team. It is an honour to work alongside Ahmed, and I look forward to our continued collaboration.

ALEXI BSOUSSI, 26

Senior Performance Associate, Carat dentsu

Maya Chams, Business Director, Carat dentsu : Alexi has been a valuable member of our team for the past 2 years. He consistently demonstrates a positive attitude and a willingness to go above and beyond to ensure the success of our projects. Alexi has excellent communication skills and is always willing to lend a hand to his colleagues. In addition to his dedication, Alexi has a great personality that makes him a pleasure to work with. He is kind, respectful and always brings a positive energy to the team. He can motivate others and create a collaborative environment that allows everyone to work together effectively.

ASJAD RAHMAN, 25 Digital Account Manager, Home of Performance

Benjamin Daramola, Head of Performance, Home of Performance: I am thrilled to recommend Asjad for this award. His outstanding development and remarkable achievements in performance marketing are truly impressive. Over the past year, Asjad has demonstrated a strong ability to handle big budgets and master integrated campaigns, which has resulted in exceptional growth and success for the company. Asjad’s dedication, hard work, and innovative thinking have been crucial to the team’s success, and his leadership and collaboration skills have been instrumental in building strong relationships with clients and stakeholders. I am sure that Asjad will continue to make a significant impact, and I wish him the best.

ALAA YOUSIF EL TAYEB, 30 Social Account Manager, Create Group

AMAN ASWANI, 30 Business Intelligence Executive, Publicis Media

AKSHAY NAIR, 28 Research Analyst,

Reprise Digital

Riddhi Dasgupta, Data Science and Analytics Director, Reprise Digital: Akshay has been an immense support in building our Research and Insights team from almost scratch. Ever since he joined Reprise, with his great ability to transform data into insights, Akshay’s effort towards supporting the agencies and brands with his analytical reports and research insights have been widely appreciated. Apart from being a passionate researcher along with a great sense of story-telling skills, Akshay’s constant urge to learn and persevere towards the best helps the Reprise Research and Insights team to further grow and widen its scope.

Nariman Mostapha, Account Director, Create Group: I came to know Alaa as a truly valuable asset. She is devoted, dependable, and incredibly hard-working. Beyond that, she is very smart. Her knowledge of social media and expertise in digital marketing is a huge advantage to our entire team. She put this skillset to work in order to grow and learn more. Along with her undeniable talent, Alaa is always an absolute joy to work with. She is a true team player, and always manages to foster positive discussions and bring the best out of other employees. Without a doubt, I confidently recommend Alaa for the nomination. As a dedicated and knowledgeable employee and an allaround great person.

Muhammad Omer, Business Intelligence Lead, Publicis Media: Aman is an exceptional talent in Business Intelligence, known for his exceptional skills and creativity in delivering end-to-end solutions. Throughout his career, Aman has demonstrated a keen eye for detail and a strong commitment to quality, which has earned him the trust and respect of our clients. His ability to work collaboratively with colleagues and clients makes him a valuable asset to any project. Overall, Aman is an exceptional employee and a valuable asset to Publicis.

ANA GIXHARI, 29 Influencer marketing manager, Starfish Agency / Hashtag

Amer Massimi, CEO, Starfish Agency / Hashtag: Influencer marketing is one of the most complex marketing functions, it requires solid relationships with influencers, clients’ trust, strategic thinking and project management skills. Ana scored on all of the above through her time at Starfish, her dedication and attention to detail is fascinating. She managed on her own to manage multiple influencers campaigns while achieving total satisfaction from all parties involved. An influencer herself, Ana has impacted our offering and relationships with influencers in a positive way. Her approach is human centric, which is a core idea for a successful influencers campaign. We want to celebrate Ana and recognise her efforts. She is one of the dominant faces in this industry and we are hopeful you see her profile fitting the Faces to Watch edition.

Ahmed El Sherbini, Integrated Client Services Director, Viola Communications:

Aya is very detail-oriented, organised, and has a very high level of discipline with her clients. She is always on top of her projects, establishes a positive relationship with her clients, and always remains calm and patient with a smile on her face.

AYA AL-SHEIKH KHADER, 27 Account Manager, Viola Communications

ASHMIKA TRIVEDI, 26 Head of Social Media, aló

Prakash Elumalai, Head of Creative, aló: Ashmika has the spirit of the Gen Z and the soul of a boomer. She is inherently curious about everything that’s social and admirably calm in gauging the relevant reach and impact it can have on our clients’ business. In the world of social ninjas and butterflies, it’s great to have a fellow human who sees target groups, residing in the fourth slide of marketing calendars, as another set of people who want to be engaged and love to be entertained. Ashmika excels in crafting insightful social-first strategy for brands that want to find their space in the reel-first world.

CARMA YOUNES, 23 Social Media Executive, Netizency

Natacha Karkour, Social Media Manager, Netizency: Carma started at Netizency as an intern, but it didn’t take long for us to know she was indispensable. She is hardworking, dependable, creative, and one of the most patient people I’ve ever meta rare and under-rated quality in the fast-paced world of social media.

Carma has been my right hand, and sometimes both hands, for 2 years now, and she’sbeen nothing short of outstanding. We can’t wait to see - and for the world to see -what’s next for her.

BASMA CHOUCRI, 26 Art Director, Blue Barracuda

Dina Saadeh, Managing Director, Blue Barracuda: Basma has been an exceptional addition since joining. Her positive attitude, strong work ethic, and creativity have made a significant impact on the team and the work. Her unique vision and attention to detail have produced outstanding results on various projects. She demonstrates a genuine passion for design and a willingness to take on new challenges. With her skills and attitude, she has shown that she has the potential for a long and prosperous career in the industry.

BADIH HAJJAR, 26 Business Manager, Teads

Commercial, Deputy MD, Teads: Badih is an exceptional business manager and digital media expert who brings energy, creativity, and professionalism to everything he does. He consistently exceeds expectations and delivers results that are well above industry standards. During his time with us, Badih has proven to be a valuable asset to our company, spearheading successful campaigns for some of our most important clients. His ability to work autonomously makes him a great asset in the team despite his young experience.

CHRISTOPHER LOBO, 29 Digital Media Manager, Innocean MEA

Nadeem Kerbaj, Media Manager, Innocean MEA: If you know Christopher, you know he has passion for the digital world. Ever since he joined Innocean MEA his career journey was upwards. We are happy that he chose to work with us and continues to.

CHARBEL NASRANY, 26 Paid Social Manager, Mindshare

Ibrahim Ghazal, Performance Director - Mindshare MENA, Mindshare: Charbel is a man of many treats. He plays a pivotal role within the organisation. His positive attitude and great working ethics makes him very approachable by everyone around him. Charbel always thinks a few steps ahead and is always ready for a challenge. At Mindshare, Charbel leads on the paid social strategy and activation across MENA. Charbel has been with Mindshare since December 2019. Little less than 2 years, Charbel has moved to Dubai.

ASYA AL LAMKI, 29 Senior Social Media Manager, Radix Media Mena

Fatima Shaikh, Head of Content, Radix Media Mena: Asya is a calm, composed and silent force of the agency. A strong believer that one’s work should speak for itself, and in her case, it speaks volumes. In the 3 years that she has been with the agency, she has worked across markets and categories, each time embracing the challenges and learnings that have come her way. She is constantly striving and seeking the next opportunity where she can evolve and ensure she takes her team and clients along. She is an empathetic team member, with a strong sense of self-awareness.

CHRISTIAN GACAL, 26 Content Creator, Socialize Agency

Martina Niranjini, Creative Producer, Socialize Agency: Chris’s unyielding passion for content creation left a lasting impression on me from the moment we met. His commitment to excellence and can-do attitude make him a force to be reckoned with in the industry. He never settles for anything less than the best and always finds a solution to any challenge. Chris is not only a talented creative but also a trusted aide, always willing to offer valuable insights and lend a helping hand. With his talent, dedication, and passion, I have no doubt that Chris will continue to soar to great heights in his career. I am privileged to work alongside him, knowing that we can achieve anything with him on our team.

DHANUSH KARUNAKARAN, 25 PhotoVideographer, Cosmopole

Claire Micheletti, Joint Managing Director, Cosmopole: As a videographer and photographer, Dhanush switches between both modes with ease. Over the last year, he has shot and edited stellar content across Anantara brands, Jumeirah Group, Groupe Barriere and more. He has developed a keen cinematic eye, and leverages trending transitions to make his edits slick and attention-grabbing.

DISHA MAHBUBANI, 26 Account Director, MRM

ELMUHAIB ABUBAKER, 26 SEO Strategist, Acquisit

Timothée Desormeaux, Co Founder & Managing partner, Acquisit: Muhaib’s quantitative background as an engineer and his passion for everything digital enabled him to grow very quickly in the organisation and take the lead on our SEO operations across the MENA region. His previous experience as a digital performance analyst provides him with a holistic view of company challenges. His constant willingness to explore new territories and go beyond, his deep knowledge of the local market, and his ability to adapt to clients from different backgrounds make him an extremely valuable team player for any agency or client willing to take his SEO game to the next level.

EID DALBANI, 29 Consultant, Deloitte Digital

Hussein Dajani, Partner, Deloitte Digital: Eid is a dedicated professional who is working on one of Saudi’s giga projects. His attention to details, passion, dedication and curiosity is what makes him a future leader in our industry.

Julian Storeton-West, Client Services Director, MRM: In the past year Disha elevated herself from a valuable MRM player, to a leader. Disha is the agency spearhead for one of our flagship accounts and sets an amazing example to those around her – pursuing excellence in everything she delivers. Despite the challenges of the last few years, Disha has continued to generate growth and find solutions which deliver with quality and precision. As the technology landscape moves forward, Disha ensure MRM and our clients keep up with the cutting edge by educating herself and building a knowledge base which adds value to all around her.

ELIO MOUHANNA, 26 Social Media Specialist, Wetpaint Creative Digital Solutions

Hamza Sabeh, Social Media Manager, Wetpaint Creative Digital Solutions: Having been working with Elio for over a year now, he has consistently demonstrated a keen eye for visual storytelling, an ability to craft compelling narratives, has a knack for understanding the nuances of each platform, and always went above and beyond to create engaging and innovative content that resonated with our target audience. Additionally, he is always willing to collaborate with internal departments to ensure that our messaging was consistent across all channels.

AYAH ALATASI, 22 Social Media Executive, Boopin

Zeena Kurd, Head of Social Media, Boopin: Ayah has quickly climbed from a shy newcomer to become an intelligent, outspoken and powerful member of my team. I’m extremely proud of how much she’s grown, and I can already see her going places with the drive and emotional intelligence she has.

ELLIE OSSUETTA, 24 Operations and HR Manager, digitalfarm

Thomas, Managing Director, digitalfarm: It is a privilege to nominate Ellie for Faces to Watch. Ellie has been an integral part of the company, having joined with just 30 people to now managing over 110 employees. Ellie’s systematic approach, attention to detail, and ability to design and streamline processes have been indispensable to the success and growth of the company. She has gone above and beyond her responsibilities and has inspired her peers with her leadership qualities. We have no doubt that she will continue to accomplish great things and have a positive impact.

GAUTHAM JAYASREE, 26

Designer, AKQA

Morhaf Wakkas, Associate Design Director, AKQA: Gautham is an outstanding designer who consistently exceeds expectations. He is talented in his career and a creative individual outside the workspace. His hard work and dedication to his craft have led to many successful campaigns. His talent has been recognized, as he recently won the Young Lynx Academy 2023 at the Dubai Lynx International Festival of Creativity. Gautham is a valuable member of our team, and we are lucky to have him. He brings positive energy to the workplace, and his passion for design is contagious. I look forward to seeing his continued success in the future.

FARAH HISHAM EL BATAWI, 27 Social Media Manager, RAPP DUBAI

Joshua Lewis, Senior Social Media Manager, RAPP DUBAI: Farah is a social media specimen who is both technically talented and industry proficient. Nurtured by the likes of top tier agencies in Dubai she has brought a flair of creativity, knowledge and experience to RAPP. With strong leadership abilities and the willingness to learn and grow, she is a credit to her peers and leadership figures. Farah is soon set to expand our operations where she will be instrumental in setting up and leading a brand-new team laying the foundation for systems and processes that she has been a part of building and evolving. Farah is definitely a Face to Watch whose journey will hopefully inspire others.

KARISHMA ABICHANDANI, 29

Senior Account Manager, Create Group

Matt Fortune, Strategy & Insights Director, Create Group: Karishma is an absolute rock across all aspects of the business; no challenge too great, no brief too complex, no new subject matter too daunting. Working with her is rewarding for all those within her circle of influence as her enthusiasm and ambition, coupled with a dewsire to deliver the most compelling outputs for our clients, rubs off on everyone. Her drive is evident right from the off and the whole senior team at Create have no doubt she can go as far professionally as her heart desires.

FFION HOPWOOD, 24

Senior Social Media & Creative Media Executive, Cosmopole Consultancy

Claire Micheletti, Joint Managing Director, Cosmopole Consultancy: Ffion is a rising creative director in the making. With a background in content production, Ffion has an incredible eye for detail and marries client requirements with their commercial imperatives, with aesthetics. She holds a keen eye for cinematography, readily acts as a DOP, and has helped elevate the aesthetic of renowned brands such as Anantara, DoubleTree by Hilton and more locally, Cloud Spaces and Chef Middle East. She’s got incredible potential.

HAROUT TCHILINGUIRIAN, 26 Paid Social Associate, Merkle MENA

Tabrez Firoz, Director of Performance Media, Merkle MENA: Harout is a pillar of our team across our largest KSA based client. Working in a fast-paced environment comes naturally to him, which is needed when working with one of the largest retail groups in the region. Harout is always on the lookout for areas of improvements, both in the way we collaborate as teams and also how we manage paid social campaigns for clients. His love of learning means that we always hear of industry news first via Harout’s research and connections.

DANA SALLOUKH, 26 Senior Executive - Social Media & Experiences, OMD UAE

Christine Najarian, Social Media

Lead, OMD UAE: Dana embodies a client-first mindset, going above and beyond across all key pillars within our industry, delivering great results. She’s hungry to learn and approaches all challenges with a smile on her face. Dana is a key asset to the team.

HARSH DHIRAWANI, 30 SEO Manager, Reprise

Digital

Mohammed Mohsin, Experience Optimisation Director, Reprise Digital: I am writing to formally endorse Harsh Dhirawani for Campaign’s Agency Faces to Watch 2023. Harsh is an exceptional professional in the advertising industry, with a proven track record of delivering outstanding results. His unique combination of creativity, strategic thinking and leadership skills have enabled him to drive successful campaigns for clients across multiple industries. What sets Harsh apart is his ability to understand client requirements, identify key insights and translate them into effective strategies. He possesses an unparalleled commitment to excellence, and his innovative approach has resulted in numerous awards and recognition.

KENZA NAIT DJOUDI, 28

Content Manager, FP7 McCann

Ibrahim Hasan, Director - Digital, FP7 McCann: Kenza has proven herself to be the most tenaciously creative person in our team. Her can-do attitude and consistently positive outlook has clients buzzing off her energy and are always excited to see what she’ll come up with. She truly embodies the agile spirit of the new generation of digital marketers. A savvy, agile, and well-rounded content manager.

KAREEM SALHAB, 29

HUSAIN KANBA, 25 Social Media Executive, Kreata Global Brand Communications

Faizan Babi, Account Director, Kreata Global Brand Communications: This letter is a strong recommendation for Husain Kanba, who is applying for the Heriot Watt Scholarship Programme. I have been supervising him for 1.5 years now while he is working as an Account Executive at Kreata Global. I believe that he deserves this scholarship as it will help him pursue his dream of studying for a degree in digital marketing. I believe that if he has a higher degree in digital marketing, he will be able to contribute to the team more effectively both in social media as well as the digital media. As a hardworking individual, Husain has always come out on top.

Shanil Jagatia, Managing Director, MENA, Jellyfish: Julian has quickly proven high levels of expertise within programmatic advertising, along with wider digital knowledge. He has already been involved in key global e-commerce accounts within Jellyfish, supporting multiple regions with varying levels of complexity. Most recently worked closely with the digital leadership in the UK in a key partnership where he was commended for his enthusiasm, drive and role in making it a success. We are really fortunate to have Julian as part of the team in Dubai to drive appropriate solutions, and business outcomes for clients.

KATRINA SALAYSAY, 27

Account Manager, FLC Group

Ganesh Iyer, Founder & Managing Partner, FLC Group: Since Katrina joined, she has always been eager to learn and do more. She possesses excellent leadership skills and can handle pressure and crisis situations with ease. She takes charge and is accountable, while also possessing a remarkable ability to guide and motivate her team towards achieving their goals. Her colleagues love and respect her, and her clients trust her implicitly. I believe that she deserves to be recognised as one of the brightest young talents in the industry.

Programmatic Manager, Xaxis - Group M

Clare Fearon, Head of Programmatic and Xaxis, Xaxis - Group M: I highly recommend Kareem for his exceptional contribution to our programmatic business, particularly in KSA. His technical knowledge and expertise have been invaluable in growing our business and achieving our client’s goals. Not only does he bring a wealth of knowledge and skills to the table, but his positive attitude and strong work ethic have also had a significant impact on our team culture. Kareem is a pleasure to work with, always willing to go above and beyond to ensure the success of our projects. I have no doubt that he has a bright career ahead of him.

IRYNA GLAZYRINA, 26 Account Executive, MiQ

Sade Shariff, Senior Account Manager, MiQ: Programmatic marketing is an ever-evolving field that requires a mix of technical skills, analytical abilities and creative thinking. It can take years of experience to become a master in this area. Iryna joined our team as a programmatic marketing specialist nearly a year ago, and since then she has been making impressive contributions towards the effective of our campaigns, from initial conception and campaign management plus exceptional skills in specific areas, such as client management data analysis. One of the most impressive aspects is Iryna’s ability to collaborate effectively with different teams and stakeholders. She is always open to feedback and willing to roll up her sleeve to help out.

JULIEN EL KHAWAJA, 30 Senior Manager - Programmatic, Jellyfish

MARCO AL ISSA, 28 PPC Account Manager, Croud

Nisha Patel, Director of Croud, MENA, Croud: Marco has a deep interest in his field which I see as his driving force day to day. Any challenge presented is approached in a calm and methodical manner - a hard skill to master. He is always presenting new technologies and approaches to provide valuable disruption that pushes varied thinking. Not only does Marco focus his learning on his channel but also remains open to wider topics within the industry - often being able to bring this back in a digestible manner for the team. He is a present and future leader and mentor of his field.

HUSSEIN YEHIA MAKKI, 29 Senior Account Manager, Serviceplan Experience

Dina Najim, Social Media Director, Serviceplan Experience: Hussein is a seasoned senior account manager who has recently joined us at Serviceplan Experience, and we are thrilled to have him on board. With an impressive track record in digital marketing and brand management across the Middle East, Hussein brings a wealth of expertise to his role. Having worked with leading agencies and managed clients from Egypt, KSA, Saudi Arabia and UAE, Hussein’s experience speaks for itself. His dedication to staying ahead of industry trends and unwavering commitment to excellence make him an obvious recommendation as one of the rising stars in the region. We have no doubt that Hussein will continue to make a significant impact in our team and the industry as a whole.

LEANDRA ROSENBURG, 28 Senior Biddable Account Manager, Croud

Nisha Patel, Director of Croud, MENA, Croud: I am in awe of Leandra’s ability to balance her work and home life. She approaches every task, challenge, topic with a level head and nothing is above her. She has such a grounding presence, instilling confidence and drive with her team and clients. Organisation is key in a fast paced environment and she not only manages this with ease but also finds the time to support the team around her to impart knowledge. Without a doubt she is a future leader of our industry that I’m excited to see grow.

NIDA AL-AKHRAS, 27 SEO Manager, Chain Reaction

Furat Jarad, Head of SEO, Chain Reaction: Nida is an exceptional SEO professional with an unwavering commitment to her craft. Her innovative and resultsdriven approach, coupled with her dedication to staying ahead of industry trends, makes her an invaluable asset to any team. Her strong work ethic, collaborative spirit and ability to drive meaningful results are just a few reasons why I wholeheartedly recommend Nida for the Campaign Middle East Faces to Watch recognition.

LAKSHMY BHARATHI, 30 Digital Account Manager, NEXA

Ravi Vyas, Commercial Director, NEXA: Approaching every client brief with a positive attitude and a smile on her face, Lakshmy takes pleasure in utilising her skills not only to meet but also exceed client expectations. She invests herself fully in her work, and this commitment is evident both in the high-quality results she produces and the strong connections she forms with her colleagues. Whether she is devising innovative solutions or collaborating with her team, she is always focused on achieving the best possible outcomes for her clients, and her positive attitude and customer-centric approach have earned her a reputation as a highly valued member of the team.

JIO EL WADI, 22 Executive - Strategy & Insights, Digitas - Publicis Groupe

Tony Wazen, Chief Executive Officer

- Digitas ME, Digitas - Publicis Groupe: I recommend Jio without reservation as I am confident that he will be a great addition to the programme. As a talent, he has shown excellent communication skills and is consistently exceeding expectations by being charismatic, well-spoken and highly driven. He is a very reliable talent, works well under pressure, and has delivered outstanding work in the organisation ending with him representing Digitas in the Young Lynx Academy programme and being a part of the winning team. Jio is a great asset, creative, detailed oriented, and above all very passionate about his work and projects.

KEYUR DHAVLE, 27 Data & Analytics Strategy Manager, Merkle MENA

Andreas Frangeskides, Head of Data & Analytics Strategy, Merkle MENA: Keyur since joining our team has made a significant contribution to both our output and ethos. His talent extends beyond his grasp of digital project management, rolling up his sleeves where necessary to support his peers and clients in the delivery of excellence. A true digital expert with consulting acumen in his veins. He has an impressive future ahead.

MONA FATHALLA, 24 Senior Performance Executive, Initiative Media

Jennifer Wartabedian, Digital Director, Initiative Media: Mona consistently strives for excellence, growth and knowledge. She has shown very strong organisational and management abilities, and she is super organised, with the ability to learn very quickly. Mona is a very pleasant individual to work with, who always has a positive mindset and deals with situations in a very calm and professional manner. She continues to impress us every day and how passionate she is about her work and clients.

MARWA ALI, 28 Digital Solutions Manager, Innocean Middle East Africa

Ted Lee, Hyundai Team Account Director, Innocean Middle East Africa: Marwa is a jack of all trades, she has grown from strength to strength within the agency, taking over multiple responsibilities within a very short span of time. She is very multi-dimensional in her approach and doesn’t shy away from a challenge. It is a delight to see her work and develop her skills as an adept marketer. I would highly recommend her as she has the right attitude and a great work ethic.

MAYA SMOUNEH, 23 Data & Insights Executive, Netizency

Ala Shashaa, Data & Insights Director, Netizency: Maya’s infectious positivity and can-do attitude make her an ideal candidate for this nomination. Her impressive track record showcases that effective time management and strategic thinking are key ingredients for triumph. Her exceptional ability to complete tasks at lightning speed has earned her the nickname ‘The Tornado’ in our department. Additionally, she possesses remarkable trend-spotting skills, consistently predicting what’s hot on social media before it goes mainstream. Not to forget her ability to welcome new challenges with open arms and handle them with ease, making even the busiest workdays feel like a walk in the park.

MAY ADEL, 26

MAHIRA KHURRAM, 22 Senior Account Executive, Augustus Media

Ghada El Emam, Client Service Director, Augustus Media: I have had the pleasure of managing Mahira since 2022 and can confidently say that she is one of the best senior account executives that I have ever had the opportunity to work with. Mahira has consistently demonstrated exceptional performance in her role, consistently meeting and exceeding expectations. Her attention to detail, ability to build strong relationships with clients, and deep marketing and digital understanding sets her apart. Other than her technical skills, Mahira is a true team player. She is always willing to help her colleagues and has played an instrumental role in the success of several crossfunctional projects. Her positive attitude and ability to motivate those around her have made her an indispensable part of our team.

Senior Paid Social Associate, Merkle MENA

Beth Williams, Head of Performance Media, Merkle MENA: Marwa is a Paid Social and Performance Media star in our team at Merkle MENA. After being with us for only 2.5 years she has managed to lead Performance strategies across some of our top clients, always taking an innovative and proactive approach to her work. Marwa very likely holds the record of most partner case studies published for her clients, which not only highlights the great work she does but also helps our branding as an agency. A very bright future lies ahead for Marwa and we can’t wait to see what she achieves.

E-commerce

Account Manager, Liquid Retail

Nadine El Halawany, Business Director, Liquid Retail: May is a unique combination of talents, a true gem who impresses us every single day. She effectively drives the business forward for the clients she manages. May currently manages two of our biggest accounts and is always on top of her game. When given a challenge, May ensures she gets it done against any odds, with utmost attention to detail, and most importantly, a smile. What we love about her is that she’s extremely passionate about anything Omni-Commerce related and is always seeking to learn more. May is just getting started and definitely has a very bright future ahead.

MOHAMMAD TUFFAHA, 26 Sr. Specialist Performance, Chain Reaction

Ahmed Romoh, Head Of Performance Marketing, Chain Reaction: Tuffaha joined Chain Reaction in 2021 as an intern, and with his eagerness to learn and passion for digital, he managed to grow into a Sr. Specialist within 3 years. He specialises in helping businesses grow by increasing sales, ROI, traffic, leads and engagement. He leads with a data-driven approach to achieving the business objectives of some of the biggest clients in the MENA region.

Tuffaha has proven himself to be a strong cultural fit here at Chain Reaction. He’s always ready to lend a helping hand to his teammates and contributes during brainstorming sessions and meetings between different internal teams.

NOURA ALGHALEEKAH, 29 Senior Digital Consultant, Deloitte Digital

Hussein Dajani, Partner, Deloitte Digital: If you want to know about Saudi, its market, and its consumers, Noura is the go-to person. Her curiosity coupled with her research capabilities and strategic insights makes her an asset to the team, especially the creative ones. She is the main knowledge insights planner on one of our giga projects.

MEARNA YOUNIS, 29

Account Manager, PROOF Communications, an ASDA’A BCW Company

Stefanie Spanos, Vice President - Digital, PROOF Communications, an ASDA’A BCW Company: Mearna is a truly multitalented, bilingual social media account manager with a diverse background. As well as being extremely organised and proactive, she is a strong creative thinker, who works hard to anticipate clients’ needs and deliver meaningful, impactful work. Mearna is incredibly hardworking and always goes above and beyond to dig deep, ask questions, have conversations and follow her curiosity to create exceptional work. Her actions, insights and creativity combine to come through in the content she creates for clients, telling emotionally resonant stories that truly connect with audiences.

NATHALIE KARAM, 26 Social Media Executive, Netizency

Tamara Habib, Chief Operating Officer, Netizency: Always calm, cool and collected, Nathalie manages her clients single handedly and infuses a dose of strategy and creativity in everything she does. You can throw anything at her and you know it’ll be taken care of. Nathalie is also a breath of fresh air at the agency: she is dubbed ‘The Queen of TikToks’ and will amaze you with her Oscar-worthy performances, and she’s our resident rapper (head to our TikTok page to hear her rendition of “My Money Don’t Jiggle Jiggle”. The sky’s the limit for our Nattie K and we’re here for it.

NOUR BACHIR, 27

Senior Executive Biddable, PHD Media

Ross Molloy, Senior Director - Planning, PHD Media: Nour is a quick learner and has really excelled her knowledge in both SEM and paid social since joining PHD in 2021. She is systematic and analytic in her skillset but can translate her thinking in ways clients understand and value. She is a consistent performer who delivers on results in an always-on high pressured environment. Nour helped restructure the HSBC Search in the UAE which has delivered more quality leads ahead of targets over time. On top of these hard skills Nour is a great communicator and a real team player who can collaborate with all departments and stakeholders whether they be internal or external.

PERLA SETRIDA EL ADEM, 28 Sales Manager, Gamned!

Yves-Michel GABAY, Managing Director, Gamned!: Perla’s experience in media for the past three years has helped her build a strong personality and great communication skills. She has the ability to identify the clients’ needs and fulfilling them in the best ways. Her range of skills includes leadership, multitasking and communication skills. She is very fast and always curious to learn more , and then can relate her new learnings to clients’ expectations. This way she is always proposing new solutions to clients or prospects, with a very positive and joyful attitude.

MUNIF MAHIN, 28 Senior Executive - Performance, OMD UAE

Terry Mo, Head Of Digital, OMD UAE: Munif is the bedrock of the OMD team. Ever since he joined, he has built a reputation based on eternal optimism, an amazing sense of humour and an uncanny ability to just get things done. He has a natural talent for efficiency and an incredible work ethic that lets him organize his work, his peers and his collaborators to help them produce far more than anyone would ever expect. It’s quality over quantity, too – aside from countless internal accolades, Munif is also a key member of Team PepsiCo, one of the most externally awarded client teams at OMD.

SUMAIA SLEIMAN, 28

Product Designer, Like Digital & Partners

Marika Zammartino, Associate Creative Director, Like Digital & Partners: Sumaia has been an extremely successful designer since her start at Like Digital. She has been able to handle challenging clients with ease, producing results that consistently exceed expectations. She is creative and has a strong sense of aesthetics, which she applies to graphic and digital design projects. She has a positive attitude and is always driven to provide excellent design solutions.

REEM FARRUKH ALI, 25 Senior Account Manager, digitalfarm

Thomas, Managing Director, digitalfarm: It is our pleasure to nominate Reem for Faces to Watch. We are continuously impressed with her exceptional work, enthusiasm, and unwavering dedication to her work, clients, colleagues and the agency. Her creative ideas, storytelling abilities and innovative approaches have contributed to the success of a number of high-profile campaigns for our clients. She has grown from intern to Senior Account Manager during her tenure, and we have no doubt that her career will continue to flourish. Thank you for your exceptional contributions to digitalfarm, Reem.

REEM ALAAEDDINE, 28 Social Media Manager, Blue Barracuda

RANA HAMMAD, 26 Senior Account Manager, Liquid Retail

Nadine El Halawany, Business Director, Liquid Retail: Rana’s passion to learn and evolve was noticed on day one at Liquid. Besides her great work ethic, she excels at understanding complex situations, identifying the relevant stakeholders and developing strategies to manage different challenges. Her approachable attitude has undoubtedly made her popular among her clients and her colleagues, and her passion has enabled her to support her clients by challenging them and anticipating trends as well as identifying opportunities. We love that she is always eager to learn and grow when given a challenge, and she never lets us down. Rana is an absolute gem for any team.

Dina Saadeh, Managing Director, Blue Barracuda: Reem has been an invaluable member of our team since she joined us. Over the past 1.8 years, Reem has gone above and beyond to prove that she is a shining star of our agency. Reem’s exceptional work ethic, drive and commitment to excellence have been evident in everything she does. She has taken on challenging projects with enthusiasm and consistently delivered high-quality results. Her passion for her work is infectious, and she has been a positive influence on the entire team. She is a valuable asset to our organisation, and I look forward to watching her career prosper.

URMILA NANDAN, 29 Photographer and Content Creator, Hashtag Agency

Reine Jalloul, Head of Content, Hashtag Agency: Urmila shows great passion and dedication at Hashtag. Her creative input and excellent communication skills are refreshing assets to have as part of the creative team. She is always willing to learn and adds great value to our content creation process from ideation and conceptualisation to execution. Hashtag is looking forward to more innovative growth with the creative help of Urmila.

SAKSHI JAIN, 26 Programmatic Manager, Initiative Media

Jennifer Wartabedian, Digital Director, Initiative Media: Sakshi is a conscientious and very hardworking professional. Her ability to dive into the details has turned her into a super successful programmatic professional. She brings great ideas and recommendations not only to her team but to other teams as well, proactively finding ways to help her colleagues. Her passion and eagerness to grow is unmatched. She has a cheerful and positive personality that makes her a joy to work with.

REBECCA GILL, 27 Senior Social Media Manager, Q Communications

Victoria Machin, Head of Digital, Q Communications: Since Rebecca joined Q Communications, she has shown brilliant and consistent results for her clients, whether big or small. She sets a great example for the team across the board; hard-work, dedication, and leading with creativity, showcasing her role as a leader and a true team-player. Rebecca is dedicated and brings a wealth of digital knowledge to the wider team and continues to display a hunger to grow, and we look forward to seeing what else is in store for the future.

SAMER EL CHARIF, 23 Business Analyst, Hearts & Science

Shivani Dhawan, Lead - Marketing Science, Hearts & Science: From the day Samer joined the team, he has shown an exceptional capability to learn crossfunctional skills. He has shown incredible analytical skills that contributed to the development of many new data-driven measurement solutions. He can decipher the patterns and connect the dots to tell a complete story with data. He never restricts himself to the task and goes above and beyond to find the solutions that address business challenges. Being a wonderful team player and a dynamic personality, he puts his hearts into our sciencedriven culture and makes a perfect fit to the team.

SARAH BIYROUTI, 23 Social Media Account Executive, PROOF Communications, an ASDA’A BCW Company

Stefanie Spanos, Vice President - Digital, PROOF Communications, an ASDA’A BCW Company: Sarah started as an intern and has far exceeded our expectations, going from strength to strength in her role as a social media account executive. She is incredibly smart, hard-working and enthusiastic with a real thirst for knowledge. Sarah is also extremely driven; she goes above and beyond to deliver for clients and colleagues, and is always looking for ways to grow as a communications professional. Not only is she a phenomenal content creator, she has also been developing her skills set in social media listening. Thanks to her sharp analysis skills and perceptive insights, this has resulted in smarter content for clients.

SANDEEP ASRANI, 28 Social Media Manager, Create Group

Vanessa Miranda, Business Director, Create Group: Sandeep has been an integral part of Create Group for several years now and has demonstrated tremendous growth during his time here. He has been instrumental in supporting a diverse range of clients and currently leads the social media efforts for the Volkswagen Middle East account. Sandeep’s passion for the automotive industry, combined with his expertise in social media, has led to the production of outstanding content that consistently exceeds client expectations. His confidence and ability to adapt to the ever-evolving social media landscape have earned him the respect of both clients and senior team members.

LAURA GLEADHILL, 30 Head of Performance, Keyade Middle East ( GroupM )

Hicham Auajjar, Managing Director Keyade

Middle East - Chief Products & Services Officer

GroupM MENA, Keyade Middle East ( GroupM ):

It›s hard to believe that Laura is under 30, her professionalism, managerial skills, and technical expertise exceed what one would typically associate with her age, leaving a lasting impression on all who work with her. Since joining Keyade a year ago, Laura has had a tremendous impact, contributing significantly to the company›s success. Her client-centric approach and technical proficiency have been vital in taking Keyade to new heights. Additionally, she has the remarkable ability to gather the troops around her and motivate them to help our clients achieve their goals, making her a true team player. Laura is also a caring and empathetic leader.

SOPHIE RIZK, 24

Senior Sales Executive, Digital Media Services, Choueiri Group

Rami Chami, Sales Director, Digital Media Services, Choueiri Group: Sophie has consistently stood out as a highly motivated team player and collaborator, who encourages and employs innovation with the aim of turning things around. Her consultative mindset allows her to not only identify and understand the needs of DMS’ clients, but to develop tailor-made custom solutions which deliver impactful results. She is always the first-in-line to contribute towards common goals and win-win outcomes.

THOMAS ADAMS, 26 Senior Social Media Executive, Hashtag Social Media Agency

John Karam, Social Media Manager, Hashtag Social Media Agency: Thomas has been a great addition to the team in the last year; showing a great eagerness to learn new things, develop his skills to progress his career along with a great resilience to overcome obstacles while keeping a positive demeanor that is a pleasure to be around. We look forward to seeing Thomas’ continuous growth and his contribution to the team.

TALA MAJED, 27 Senior Account Manager, Socialize Agency

Client Servicing, Group Account Director, Socialize Agency: Tala is extremely passionate, curious, creative and motivated in everything she touches. She has a strong sense of ownership and never settles for average. This work ethic has led to Tala managing some of the agency’s largest accounts including Starbucks, Pandora and Revolve where she leads each account with clear strategic direction and always with a focus on her clients success. Tala is also a great leader who brings high energy to the agency and due to her fierce optimism and passion, she is able to bring out the best in people.

SIMON RONALDO, 23 Art Director, Home of Performance

Warren LaRey, Strategy Director, Home of Performance: It’s with great pleasure that I recommend Simon for this award. He has shown tremendous growth and development over the past three years since joining our agency as a young and promising talent. He has consistently demonstrated a great attitude, creativity, and grit, which have been essential in driving our agency’s success. Simon’s ability to lead our creative department has been outstanding. He has shown an exceptional ability to deliver innovative and effective solutions to our clients while nurturing and developing our team’s talent. I am confident that he will continue to excel and wish him the best.

VISHAL, 25 Managing Partner, Fireflies

Nick Purvis, Group Director of Marketing, Fireflies: Vishal is one of the most impressive agency leaders we deal with, his skill set and knowledge would be impressive from someone with years of experience, never mind for someone of his age. Given how good he is now, Vishal will be frightening in a few years’ time.

ZEIN AL QUTAMY, 27 Account Manager, Cosmopole

Claire Micheletti, Joint Managing Director, Cosmopole:

WILLIAM SINGLETON, 25 Senior Executive - Performance, OMD UAE

Terry Mo, Head Of Digital, OMD UAE: In his short time with us, Will has made his presence felt. He knows when to speak up and make his opinion heard, and he knows when to sit down and hear others. He is mature beyond his years and has built strong relationships with his clients, his team and his suppliers. He is a team player, and his natural charisma and intelligence will make him an amazing team leader in the years to come –definitely a face to watch.

RANA TARABAY, 26 Social Media Director, Home of Performance

John von Hofsten, Founder and MD, Home of Performance:

It is my pleasure to recommend Rana for this award. Her outstanding achievements and exceptional talent in the field of social media are truly impressive. Rana’s contribution to building and growing the company’s social media department has been invaluable, and her leadership and creative thinking have been crucial to the success of the department.

As Rana takes on the role of Country Director in Saudi Arabia, I have no doubt that she will continue to excel and make a significant impact in the industry. She is a true role model for young professionals in the field and deserves this recognition.

Zein is a textbook example of an account manager that marries creative talent with people skills perfectly. She is a natural problem-solver who can handle complex situations with consummate ease, and her exceptional organisational abilities make her an indispensable asset. Among the accounts that Zein handles are Jumeirah Group, Erth Abu Dhabi, Capital Catering by the ADNEC group, Prison Island, and the prestigious Groupe Barriere, to name a few. Zein is also a team player who is always willing to go above and beyond the call of duty to help her colleagues. Her can-do attitude and strong work ethic make her a cherished member of the Cosmopole team, and her commitment to excellence is evident in everything she does.

YOUSEF SHELBAIEH, 28 Senior Biddable Account Manager, Croud

Nisha Patel, Driector of Croud, MENA, Croud: I would describe Yousef as ‘energy’ and ‘tenacity.’ He holds himself to a high standard and is his own critic when he feels he has not lived up to that. That shows me that integrity and effective teamwork is high on his agenda day to day. As a natural leader, he very quickly builds relationships which is a great leadership qualities. He is also highly inquisitive which he uses to challenge clients and the team around him, from briefs to new tech and emerging digital principles. I look forward to seeing him grow as a challenger of this industry.

MEDIA FACES TO WATCH

AAYUSHI BARAK, 27 Senior Media Planner, PHD Media

Ross Molloy, Senior Director - Planning, PHD Media: Aayushi is an all-round media strategist with a wealth of planning experience on large global clients such as HSBC. She is a natural problem solver and helps create value for her clients through her innate media thinking and ability to translate media metrics back to tangible business outcomes. Her deep understanding of the digital ecosystem sets her apart from her peers as she can build integrated media plans that identify addressable audiences and serve each phase of the funnel. On top of her individual skillsets, Aayushi is a dynamic team player who can work seamlessly with all internal specialist departments in pursuit of her clients’ goals.

ANTARIKSH GAUTAM NADKARNI, 24 Media ExecutivePerformance, UM Qatar

Hanan El Tabch, MDUM Lower Gulf, UM Qatar: At UM , we are people-centric as they are the DNA of our business model and operation. When talking about people , diversity always comes first. Diversity in culture and gender as well as age. This gives us a strong believe in the new generation and their high potential to play a key catalyst in our business. At UM Qatar , Antariksh Nadkarni is one of our youth team members who joined us last year as an intern and he managed to impress his peers with his devotion, dedication and most importantly his eagerness to learn and go beyond his capabilities. He always challenges himself to pursue new skills and pursue better performance results. He worked extensively with our digital team on FIFA World Cup 2022 campaigns where he showed discipline, accuracy and proactiveness. In addition, he also worked with the strategy team on thought leadership initiatives mainly on research and tech trends. Antariksh simply represents a passionate and curious talent who upscales his bars for success.

ANMOL PINJANI, 27 Performance Media Manager, Entourage Marketing & Events

Ziad Faour, Strategy Director, Entourage Marketing & Events: Anmol is a champion digital marketer, quick, detailed, and focused. With digital marketing trends changing every day, she is on the ball with ideas and strategies that enhance the outcome of campaigns. With a feisty personality and calm demeanor, Anmol is here for the transformation of the sector.

ANTHONY BERBARI, 24 Senior Media Planner, Fusion 5 Advertising

Avni Ved, Media Director, Fusion 5 Advertising: An absolute hard worker along with the perfect balance of soft skills required to thrive in an ever-changing industry like ours. Anthony is an excellent team player who is always striving to look out for the best interests of the clients and deliver impeccable results. He is keen on gaining industry trainings and ensures to apply them towards better client servicing and account management. An ardent learner and with a very positive work attitude, Anthony is a true asset.

AMR TAREK, 30 Senior Performance Executive, Magna Global

Karim Jarrah, Performance Manager, Magna Global: Amr has proven to be our asset ever since he joined Magna’s performance team, with a solid technical background in performance marketing. Amr also has a champion attitude towards commitment and pro-activity. Always focused on the task at hand and a hunger to adapt and excel in every project he works on.

BASSMA AL ARIDI, 23 Digital Media Executive, Mediaplus Middle East

Charbel Jreijiri, General Manager, Mediaplus Middle East: Bassma is definitely a great added value to the team, she brings passion and motivation in everything that she does. In the short span of time she has been with Mediaplus, she has managed to take ownership of various tasks across planning and execution of campaigns and set up systems in place that have facilitated the workflow for her colleagues.

ANTON WIGGETT, 29 Account Executive, Wavemaker

Fayaz Hussain, Account Director, Wavemaker: Anton’s tenacity and natural determination have helped him become a go-getter who tackles challenges with ease. He’s always curious and eager to learn, keeping himself up to date with the latest innovations and industry updates. Working with some of the most challenging accounts at Wavemaker has given him valuable experience in managing client expectations and establishing clear processes and workflows for seamless operations. Anton’s dedication to his work as a media practitioner is evident in his passionate commitment.

ENGY NASSEF, 26

Media Executive, Starcom Mediavest Group

Ahd Talaat, General Manager, Starcom Mediavest Group: Engy has a charm with each and every single person she works with. She just leaves a mark on everyone whether her teammates, her clients, suppliers or support functions. Basically anyone wants to work with Engy and give her the best offering they have. She is considered a joker within our team, always ready to roll up her sleeves and support on any type of task or client. Engy has the brightest future and we just can’t wait to see her flourish and accomplish more success.

DANIELLE MAKAREM, 26 Media Manager, Carat

Alex de Smet, Business Director, Carat: Danielle has only been with us for about half a year, but her work ethic, her dedication and her positive attitude are what make her a valuable addition to our team. She has developed a great chemistry with her peers and her clients from the get-go and was able to demonstrate a high level of ownership and proactivity, giving us piece of mind that we can always count on her.

CARLA AL JURDI, 30 Integrated Senior Media Planner, Initiative MENA

Safwat Abdulkhalek, Director - Integrated Planning, Initiative MENA: Carla’s work ethic is truly inspiring, and her presence in the workplace is hard to overlook. Working with her closely has been an enriching experience, and I am excited to continue to support her professional development. Her unwavering commitment and optimistic attitude have resulted in significant progress, and she has become an invaluable asset to the team.

FARAH ABUSHADY, 26

Senior Planner, Hearts & Science

Aisha Ali, Business Unit Director, Hearts & Science: I nominate Farah for recognition of her outstanding contribution, dedication and tremendous personal growth which have had a profound impact on our team’s success.

CHRISTELLE ABOU ANNY, 29 Senior Product Manager, Native Advertising, Digital Media Services - Choueiri Group

Carol Matta, Senior Group Content Director, Digital Media Services - Choueiri Group: Christelle is a talented and determined professional that demonstrates a high level of passion for work. She has a thorough knowledge of the digital media landscape and is heavily involved in creating editorials that stand out from that digital clutter. Creativity is at the core of her role as a content creator, and she not only comes up with solid ideas but also ensures they are executed flawlessly. Christelle is a true team player and always fuels positive discussions with respective teams. I believe she has a very bright future ahead of her as she has the right skills and personality for it.

DINA ABOU KASM, 26

Senior Performance Executive - Media, UM Lebanon

Dina Thebian, Senior Media Manager, UM Lebanon: Within less than three years of kicking off her career, Dina has managed to demonstrate true dedication and ambition. She has consistently exceeded all performance goals and has been one of our best performers and a delight to work with. With her experience across different accounts, Dina has continuously impressed her team with her energy and enthusiasm for accomplishing great results. She has exceptional skills and is very sincere towards her work. She is an absolute rock star; we’re lucky to have her on our team. Keep going above and beyond, and big things will come your way.

JANNA EL SERGANY, 24 Senior Executive, Starcom MediaVest Group

Ahd Talaat, General Manager, Starcom MediaVest Group: Janna has one of the most strategic minds you could meet. It was the first time in my career to leave a strategy presentation with a media executive and feel confident that she will propose the best to her clients. She has the right dedication and talent that will take her places, she has what it takes and we know for sure that she will be one of the biggest masterminds of our industry and we just can’t wait to see her impact on the media world.

JOSEPH MAKSOUD, 27 SEO Senior Executive, Publicis Media

Nigel Keelson-Anfu, Associate Business Director, Publicis Media: Joseph has spent a considerable amount of time sharpening his knowledge in the experience design practice while servicing clients across various industries, to become now the driving force behind the Strategy and Growth team. He is considered a key point of reference due to his expertise and creative approach. With a loveable personality and can-do attitude, Joseph is always ready to take on new challenges, and eager to learn and grow.

JOELLE HARFOUCHE, 24 Senior Media Planner, UM UAE

Jad Daou, Business Director, UM UAE: Joelle’s has shown tremendous growth over the past year. Her ability to manage extreme workloads and continuous pressure from different stakeholders has put her in a bright focal point. Honing her skillsets over the past year has allowed her to earn clients’ trust, drive relationships and deliver media results. With a high level of dedication, perseverance and passion, Joelle is a force to look out for.

JIMMY BLEIBEL, 29 Media Planning Manager, OMD UAE

Rim Darazi, Senior Director, OMD UAE: In a very short period, Jimmy mastered both digital and traditional media and became the go-to person for many internal and external stakeholders. His media knowledge has enabled him to easily navigate this complex and fast-paced industry and spur business growth for both his clients and agency. His attitude, along with his work ethic, has made all his peers, colleagues and direct reports enjoy working with him. Jimmy is on the right path to becoming one of the future industry leaders.

GHAZAL EL ZEIN, 26 E-commerce Senior Executive, Publicis Media

Ryan Garner, Business Director - Commerce, Publicis Media: I highly recommend Ghazal for industry recognition as she is a dedicated and knowledgeable team player. In the past year, she made a significant impact on her client account, demonstrating an impressive work ethic and eagerness to develop knowledge. Ghazal is a positive influence, showing meticulousness in onboarding, coaching and organizing output. Her impressive approach to collaboration makes her an excellent candidate for leading strategy development, innovation, and experimentation. With her desire to build on her strategic experience, Ghazal will undoubtedly develop into a key expert resource. We are lucky to have her.

HELENA SARKIS, 26 Senior Media Planner, Fusion5 Advertising

Ghida Ismail, Media Director, Fusion5 Advertising:

A highly committed and enthusiastic team member who has shown great dedication in facing any challenge given to her. Helena is a rising star, and has demonstrated exceptional ambition and hard work, earning the trust of all stakeholders. Helena managed to combine both technical and soft skills, enabling her to manage client relationships with ease and facilitate internal communication. I have no doubt that Helena will continue to achieve great things in the future.

IVANA SAYEGH, 26 Manager, Essence Mediacom

Ahmed Shorty, MEA Business Director, Essence Mediacom: She is a rising star in the media industry and one to watch in 2023. She is a super dedicated manager with a sharp and hard-working spirit who has successfully led her team in digital, offline and brand strategy. Ivana’s emotional intelligence and focus on uplifting her team’s skills make her a great manager. Her non-stop eagerness, drive to grow, and self-motivation have made her the most goal-oriented employee in the Mediacom Dubai office. With her strategic and rational mindset, Ivana is a problem solver who can handle emotional decisions and build relationships with stakeholders. She is an excellent team role model who sets an example of persistence and goal orientation

JOY SFEIR, 26 Executive Media Planner, iProspect

Diala Hamad, Media Director, iProspect: I strongly recommend Joy Sfeir to be the part of the Faces to Watch this year due to the incredible potential that she can reach and that I can see in her career path.

During her tenure at Dentsu, she has demonstrated a high level of professionalism, motivation, and eagerness to learn. In a very short period, she was able to excel beyond the tasks that were given to her and showcased that she can move to the next level in a shorter period compared to people at the same level.

KARIM MIKHAIL, 27 Integrated Media Manager, iProspect

LUVNEESH LULLA, 24 Senior Commercial Executive, Augustus Media

Mayowa Tola-Voss, Commercial Director, Augustus Media: Luvneesh joined Augustus Media as an intern and from the day he joined we could see that he would be a young talent in the industry. His knowledge of marketing was at a very high level and he has the personality to naturally look at gaps and ways processes can be improved. In his role as a Senior Commercial Executive he has grown a network of loyal clients that enjoy working with him on a long-term basis. This is due to his strong understanding of the marketing objectives of brands and how to implement them within our product offering. He is also extremely proficient in paid media management and campaign optimisation which is a key skill in modern day marketing but even more so in an agency focused on digital like Augustus Media.

Bassam Daher, Business Director, iProspect: My first experience with Karim’s work ethic came not long after he was hired. Our media team needed additional help to complete an important campaign launch. Karim worked tirelessly on the campaign before launch, including fact-checking, finalising planning and liaising with media. Even when we’re rapidly approaching the deadline, he remains relaxed and calm. In addition to his impressive work ethic, Karim is also a great team member and a modest employee. He has a great attitude and is always willing to help another colleague. Finally, Karim is always open-minded and willing to consider all possible options.

KAREEM HACHEM, 25 Digital Strategist, Acquisit

Timothée Desormeaux, Co Founder & Managing partner, Acquisit: Over the last few years, Kareem became a very accomplished digital marketer able to drive high impact on major organisations such as Unifonic, Whites Pharmacies or Almatar. His natural appetite for data, his solid know-how of digital platforms, and his deep knowledge of the region made him the natural profile to lead the team in charge of our media ops in Saudi Arabia. His natural talents to understand clients’ needs and his ability to understand and simplify complexity and drive measurable growth make him the best marketer for any organisation willing to break and grow into the Saudi Market.

KAREN KHATTAB, 27 Senior Ecommerce Executive, Publicis Media

Ryan Garner, Business Director - Commerce, Publicis Media: Karen is an exceptional team member with a strong work ethic and a desire to develop her knowledge in key areas. She has played a critical role in helping the commerce practice evolve and handles high-pressure situations with ease. Karen is a deep thinker with a thorough understanding of marketing and performance media, and has demonstrated out-of-the-box thinking throughout her time with the practice. Her ambition and ability to deliver the best provide a platform for developing her expertise further. Karen works well with clients and colleagues. With her desire to build on her strategic experience, she is on track to become a key expert resource critical to the practice.

MARIAM HELAL, 25 Senior Media Executive, Essencemediacom

Heba Yasser, Account Director, Essencemediacom: Mariam has played a vital role in the realm of media and social and started off her journey with us in content. She has exhibited growth, commitment, and amazing spirit throughout her experience with us in Essencemediacom, and we’ve witnessed her continued trajectory of growth in the past two years in the agency. Her dedication to doing, learning and sharing was a pleasure to witness and promises for an even brighter future for her as part of our Essencemediacom family.

MIA DIAB, 26 Senior Media Executive, Havas Media Middle East

Jade Pow, Associate Media Director, Havas Media Middle East: Having been with Havas Media for just over a year, it is truly admirable how much Mia has grown and established herself as a pivotal team member and organisation member. She’s passionate, dedicated and always strives to enhance her knowledge and expertise. She also takes on responsibilities to train junior team members and enhance processes. Always willing to go the extra mile, Mia has an extremely positive and enthusiastic attitude, which is well appreciated by her team members and clients. It is a pleasure to work with her, and I have no doubt she will continue to excel in her career journey.

MIKEL NJEIM, 28 Media Manager, Initiative Media

MAYAR EL ZANATY, 26 Media Manager, Starcom Mediavest Group

Ahd Talaat, General Manager, Starcom Mediavest Group: Mayar is a superstar within our team. Her dedication, passion, growth mindset and positive attitude will take her places. Cherished by her team, management, colleagues and clients, she has what it takes to drive change and embed a solid culture to run a smooth operation. Mayar is ready to take the world by storm and we cannot wait to see what she will continue achieving, with excellence as per her usual.

MERNA ELMEDANY, 28 Social Media Account Manager & Strategist, InFocus Media

Hassan AlNajjar, Founder & CEO, InFocus Media: I highly recommend Merna for this recognition for her dedication and proactivity at my agency. She always goes above and beyond to meet and exceed her client’s expectations while maintaining the emotional safety and well-being of her team. Her positive attitude and goal-oriented nature make her excel at any task given.

MAHMOUD TAMER TAIEBANY, 27 Digital Manager, Results Media

Galal Oraby, General Manager, Results Media: Since Tamer Joined Results Media, he has proven to be a pivotal asset to the agency and its partners as Results’ General Manager, Tamer worked closely with our strategic partners to accelerate their digital presence and build innovative solutions to enhance business efficiency. In addition to consulting key clients, Tamer is playing a leading role in building the digital capacity within the agency and is at forefront of digital integration. Tamer has the right spirit and positive attitude that makes him highly respected and trusted by his partners and peers.

Nuha Bayoud, Associate director, Initiative Media: Mikel’s exemplary leadership skills and unparalleled expertise within his field have established him as a trusted expert among his peers. He has consistently demonstrated his ability to lead his team and accounts seamlessly, keeping his clients ahead of the curve with strategic planning, innovative solutions and creative executions. Mikel’s proactive approach to testing and implementing new media solutions and technologies has enabled his clients to stay ahead of the game in a constantly evolving industry. His unwavering dedication to staying ahead of the latest industry trends and developments ensures that his clients always receive the most up-to-date and innovative solutions.

MOHAMAD HACHEM, 29 Media Manager, Initiative MENA

Nuha Bayoud, Associate Director, Initiative MENA: Mohamad is a remarkable team member whose integrity and exceptional work ethic have earned him a reputation as one of the most trusted and competent individuals I have ever worked with in my career. Mohamad has demonstrated exceptional skills in strategic thinking, management, creativity and attention to detail. He consistently delivers high-quality client servicing, going above and beyond to ensure client satisfaction. His ability to analyse and leverage data has led to measurable growth in the client’s bottom-line business and is a very valuable member of the team.

YASMINA RAMADAN, 22 Performance ExecutiveRichemont, Essencemediacom

Amal Al Homosany, Business Director - Richemont, Essencemediacom:

I am proud to nominate Yasmina Ramadan for the Media Faces to Watch award. Yasmina’s passion for performance media is evident in the thoroughness of her work and dedication she has for every task. As a team member, Yasmina has been instrumental in driving successful campaigns, and her ability to adapt to dynamic industry trends has been impressive. Yasmina’s dedication to learning and growth is evident, and I believe that her potential is limitless. I am thrilled to support her to embark on this exciting opportunity and I am sure she will continue to be a Face to Watch for coming years.

MOHAMED DAKROUB, 29 Branded Content Manager, Digital Media Services

Carol Matta, Senior Group Content Director, Digital Media Services: Mohamed demonstrates a high level of passion and accountability at work. He has extensive knowledge of video production and plays a key role in bringing creative ideas to life. Working with brands across all industries, Mohamed has a proven record of being creative, innovative, and digitally savvy. His team spirit and solution-driven mentality always ensure that projects are being executed impeccably. I highly recommend Mohamed as he has the right skills and attitude with a huge potential for his future self in the digital era.

MOSTAFA SHOAIB, 24 Executive – Performance, Rufus - Initiative

Rayan Malek, Performance - Manager, Rufus - Initiative: I can confidently say that Mostafa is one of the most talented and dedicated performance marketing professionals I have worked with. Mostafa’s ability to optimise programmatic campaigns and conduct data analytics using various tools is exceptional. He always brings a positive attitude to work and is willing to go above and beyond to ensure client satisfaction. Mostafa is a valuable team member who consistently delivers outstanding results.

MONEER AL AHMADIEH, 27 Senior Performance Executive, UM UAE

Jad Daou, Business Director, UM UAE: Moneer is a solution oriented and a proactive team member. Always going above and beyond to drive his business requirements but also extending a helping hand to those around him. In a short span of time, Moneer was able to build excellent client relationships founded on trust, transparency and solution-oriented mindset. Moneer’s dedication and continuous self-development mindset has set him up for an accelerated growth, and that’s why he’s one of the Faces to Watch in our industry today.

NOUR HARB, 26 Paid Media, Socialize Agency

Brittany Wickerson, Global Head of Media, Socialize Agency: Nour brings a wealth of expertise to her role in paid media. Her experience with account management enables her to navigate complex client campaigns and global client relationships, while also exceeding client expectations. Nour has successfully retained and improved all of her client relationships, through timely and thoughtful communication, value-added strategic guidance, as well as high quality execution. She is resourceful and self-motivated to learn new techniques and stay ahead of industry trends, and exemplifies poise in an ever-changing industry.

MARINA SHAFIK, 29 Senior Account Manager, Three59 Media

Safa Almotasem, Head of Account Management & Content, Three59 Media: I am delighted to recommend Marina Shafik for the award programme. Throughout her tenure at Three59, Marina has demonstrated high commitment, hard work, and ownership in leading various projects. Her dedication and perseverance towards achieving the goals of the company have been remarkable. She has been taking responsibility in leading projects from start to finish. Her proactive approach to problem-solving has made her a valuable member of the team. She has consistently gone above and beyond the call of duty, ensuring that all tasks are completed on time and to the highest standards. In light of these accomplishments, I highly recommend Marina for this nomination. Her commitment to her work, dedication to the company’s success, and ownership skills make her an excellent candidate for this recognition.

NADA ALHADER, 25 Senior Executive -Integrated Planning, UM KSA

Hatem Fakih, Business Director - UM KSA, UM KSA: Nada is one of the leading Saudi females across the UM Saudi office, with a great attitude and dedication, working on the biggest vertical across the stc business from planning to execution. Her energy and positivity are contagious, and we are sure that she will accelerate in her role and manage more verticals across the agency. We look forward to watching her career grow and the great work she does.

RAHAF SALAMA, 27 Media Manager, UM UAE

Nagham Maaboud, Business Director, UM UAE: Rahaf is an extraordinary talent. She has a unique ability to innovate and approach challenges with a fresh perspective which really sets her apart from her peers. She is a true trailblazer, and her leadership potential is undeniable. Rahaf’s unwavering dedication to excellence and her tireless work ethic make her an invaluable asset to any team. I’m proud of her and honored to have her on my team.

RYM SHAMAS, 25 Producer, Wonderful Productions

Paul Sabbagh, Managing Director, Wonderful Productions:

Rym has been a delight joining our advertising production house. Her exceptional skills, eagerness to learn and grow, and unwavering passion for producing high-quality work are impressive. Rym’s experience in creative production across multiple locations and problem-solving ability has been invaluable. A quick learner, always willing to take on new challenges, and excels at pitching, pre-production, production, and postproduction. She is a joy to work with, clients and directors have consistently enjoyed working with her and have been highly satisfied with the final delivery throughout the entire production process. Her ability to communicate effectively and manage expectations has resulted in successful projects.

SALLY

Mayowa Tola-Voss, Commercial Director, Augustus Media: Sally joined Augustus Media in 2017 when the company was in its infancy. Over the course of her time at Augustus the company has grown significantly, and she has grown alongside it. She joined as a commercial executive and in only 5 years she impressively received several promotions to get the position she is today as the Senior Commercial Manager. Her combination of marketing knowledge and relationship building is second to none resulting in consistent high performances commercially. She has also became a commercial lead managing the agency team for Lovin Dubai. She leads by example consistently being a top contributor to company revenue and pushing others to improve. The future in the industry certainly looks bright for Sally.

YOUSSEF HANY TAWFIK, 26 Media Manager, Initiative Media - Egypt

Mariam Medhat Wahby, Media Director, Initiative MediaEgypt: Youssef is without doubt one of the agency Faces to Watch under 30. Why is that? Because I personally as his manager for the past 3 years has witnessed the exceptional growth in Youssef on a personally and professionally level. Youssef has truly shown what a person can accomplish when they genuinely work on themselves to improve, develop, learn and excel in their careers by attentively listening to constructive feedback and observing his peers to always understand more and better. His never ending curiosity in all details to further enhancing his understanding and knowledge is a key driver that will transport him to high levels in his career, definitely in addition to his energetic and friendly personality that makes it a joy for anyone to collaborate with him on a project.

SHAMIM FAREEZ , 30

Performance Manager - Media, UM KSA

Sumedh Gaikwad, Head of Social - UM KSA, UM KSA: Shamim is leading one of the most advanced verticals across the stc business, handling all the social performance across the KSA market. She is consistently implementing new solutions and betas, which reflects great business results on the daily transactions that are happening on Jawwy mobile. Her passion and dedication are unmatched on the account with consistency in terms of performance for the past two years.

ZAINAB HODROJ, 23 Reporting Analyst, Mediaplus Middle East

Mary Anne He, Head of Data & Insights, Havas Middle East, Havas Media Middle East: Sarah is one of the brightest young stars of our industry. A rare breed who effortlessly balances left-brain logic and analytical thinking with right-brain empathy and creativity, she has truly elevated our insights offering, from discovering unexpected data sources to developing new analysis best practices. Sarah never ceases to surprise and impress with her strategic mindset, innovation, work ethic, and passion for all things advertising. Demonstrating a professional maturity well beyond her age, she already wears the hats of manager, mentor, and client partner. Sarah is without a doubt, one to watch as a dynamic future leader.

SERGIO MOUBARAK, 27 Senior Performance Executive, Magna Global

Santadip Roy, Regional Head of Digital, Data & Technology, Magna Global: With experience across a dozen industries, Sergio continuously worked diligently to deliver growth for our clients – even when situations were tough. His can-do attitude and eye for details makes him stand out from the crowd. He has now gained experience working across multiple verticals making him and an invaluable member of our agency. We can’t wait to see him achieve more success with us.

Charbel Jreijiri, General Manager, Mediaplus Middle East: It is not an easy task to convert data points into something visually appealing and generate insights that can benefit both the media team and most importantly clients and empowering them to take intelligent calls that would have a positive impact on the business. Zainab is someone who has the passion, knowledge and intelligence to become a lead expert in data analytics.

KANAAN, 26 Senior Commercial Manager, Augustus Media

SARAH EL-KHOURY, 25 Data Analytics Manager, Havas Media Middle East

RAJI F. TARABAY, 27 Senior Planning - Executive, Hearts & Science

Aisha Ali, Business Unit Director, Hearts & Science: I nominate Raji in recognition of his outstanding contribution, dedication and tremendous personal growth which have had a profound impact on our team’s success.

NAY RIACHY, 29 Media Manager, Mindshare

Hana Kaddaha Khatib, Regional Managing Director, Mindshare

Levant/Managing Director GroupM

Lebanon, Mindshare: Nay is a well rounded talent with her technical and soft skills capabilities. Her engagement with her clients leading on their top business priorities, along with her creative approach earned her not only her clients’ respect but also their trust in her as their media business consultant. Nay’s focus, commitment and quest to achieve excellence is an inspiration to her colleagues. On the media planning front she combined knowledge and practice across both sides: content and connect and with that she earned her well rounded career profile.

SRUTI SREEKUMAR, 25 Media ManagerIntegrated Planning, Magna

Global

Ali Berjawi, General Manager, Magna Global: During her short tenure, Sruti has been able to establish herself as one of the key team members at the agency. Within just one quarter, she successfully onboarded three new clients, coached two colleagues, and gained the trust of her clients and team. Sruti is renowned for her ownership of the accounts she handles, being proactive in providing new opportunities for her clients, and respected amongst her peers. Management has high expectations for Sruti and placed her on an accelerated growth path, during which she would be exposed to most aspects of the business, getting involved in new business pitches, and tasked with improving hers and her teams’ skills. We are lucky to have a professional like Sruti.

RAYA SUCCAR, 25 Digital Strategist, Acquisit

Timothée Desormeaux, Co-founder & Managing Partner, Acquisit: Over the last 2 years, Raya has significantly grown her digital marketing skills to become the natural point of contact for a lot of our retail brands such as Birkenstock or Noha Nabil Beauty. Her strong knowledge of digital platforms and their algorithms coupled with her ability to understand different business models enable her to build and coordinate the implementation of growth strategies that drive measurable impact on our client’s top line. Her dynamism, sense of organisation, and accountability combined with her strong skills in data manipulation makes her today one of the highpotential profile in the region on performance marketing.

SHASHANK SHEKHAR, 25 Senior Performance Specialist, Boopin

Akshay Mehta, Head of Performance, Boopin: In his role, Shashank has consistently demonstrated exceptional analytical abilities, strong work ethics, and impressive communication skills. Shashank has played a pivotal role in our team, driving several key initiatives aimed at optimising and enhancing system performance. His deep understanding of our infrastructure and applications, coupled with his ability to identify potential bottlenecks, has led to significant improvements in our organisation’s performance metrics.

SUMEET SINGH, 28 Manager - Biddable Media, PHD Media

Roxane Magbanua, Executive Business Director, PHD Media: Sumeet always brings his A-game in everything he does. He thinks analytically and strategically, has a proven ability to use data and technology to build a powerful digital strategy, inform decisions and measure success. His challenger mindset enables him to push boundaries and unlock disproportionate growth for his clients. More than the technical competencies that he possesses, Sumeet is exceptional because of his great attitude. He is self-motivated, driven, highly collaborative, and has a strong sense of accountability and ownership. I’ve seen him thrive in complex and challenging situations and always come out on top and succeed.

ZAID SWEIDAN, 26 Senior Performance Specialist, Boopin

Akshay Mehta, Head of Performance, Boopin: In his role as a Senior Performance Specialist, Zaid has been a key contributor to our team’s success. Zaid has an exceptional ability to plan, develop and execute data-driven campaigns with a deep understanding of the digital marketing landscape. He has a keen eye for detail and is always looking for innovative ways to improve the performance of the campaigns. Zaid is a strong communicator and is always willing to lend a helping hand to his colleagues. He has demonstrated great leadership skills and has been instrumental in guiding the junior members of our team. Zaid has a positive attitude and is always willing to go above and beyond.

PR FACES TO WATCH

ABEDALAZIZ ALMEGDADI, 26 PR Account Manager, Viola Communications

Tala Abu Taha, PR Director, Viola Communications: Abedalaziz’s positive energy makes a big difference to those who work with him as his work attitude is contagious and inspires his colleagues. Abed always goes above and beyond his remit and his capability to always connect with his clients serves him well as he excels in building creative PR ideas and plans on their behalf.

DANAISHA GULABANI, 26 Account Manager, ASDA’A BCW

Tricia Kaul, Vice President, ASDA’A BCW: I have had the pleasure of working closely with Danaisha. She demonstrates a can-do attitude, relentless commitment to making things happen, a passion for impactful and meaningful work, and a solutionsdriven approach, all complemented by an engaging personality. Danaisha manages some of our highestprofile clients, delivering consistently great work. Her experience and approach have contributed significantly to the success of our team and clients, making her a top candidate for recognition.

AHMAD IBRAHIM, 28 Account Executive, GolinMENA

Suzanne Kanianthra, Director - Corporate, GolinMENA: Ahmad is a results-oriented professional with a deep understanding of data and analysis. He is committed to delivering exceptional performance and contributing to the team’s success. His unwavering dedication to excellence and ability to adapt to changing environments make him a valuable asset in the realm of media relations and PR. I have first hand witnessed his exceptional skills in analysing data and insights to drive tangible results. Ahmad’s strong work ethic, combined with his collaborative attitude, lead to success in the workplace.

AMIRA AWDI, 28 Senior Account Manager, H+K Strategies, Dubai

Michael Korjen, Regional Director - Technology Practice, H+K Strategies, Dubai: I could not be prouder of Amira’s achievements with H+K over the past five years. Her hard work, talent and commitment has seen Amira execute and lead award-winning campaigns for some of our largest clients, recognized by MEPRA for Best Campaign Category for Middle East and Egypt in 2021 and 2022 and Best Use of Digital PR in 2019 and 2018. Amira is the embodiment of a next generation leader in marketing communications, possessing expertise in PR, digital, creative, social media, influencer relations and more – while also being bi-lingual.

AKSHARA SURESH, 25 Senior Account Executive, Watermelon Communications

Rasheed Palliyalil, Account Director, Watermelon Communications: Akshara Suresh is a keen listener, and that trait alone makes her stand out from the crowd. In a short time, she has made her impact felt in the agency and across several clients. She is highly recommended to be included in the list.

AROHI BERI, 27 Associate Communications Manager, Action Global Communications

Euan Megson, Managing Director, Action Global Communications: Despite her relatively tender years and experience, Arohi continues to go from strength-tostrength at the agency, and she is rapidly maturing into a focal cog of our multi-industry work. In addition to core skills in client management and content generation, Arohi’s determination is laser-focused - she is constantly pushing to better herself and those around her.

DIALA ATALLAH, 26 Senior Account ExecutiveConsumer, ASDA’A BCW

Joanna Agnew, Vice PresidentConsumer, ASDA’A BCW: Diala is one of the agency’s strongest talents, especially in driving influencer marketing. She has an outstanding creative mind and has contributed to several winning new business pitches and project brainstorms, producing ideas that have resulted in new business wins and client award nominations. She is an incredibly hard worker, always willing to help regardless of what’s on her plate and consistently delivers the highest standard of work.

ARZOO SIPPY, 30 Associate Account Manager, Weber Shandwick MENAT

Megan Treacher-Evans, Director – Head of Consumer and Corporate Practice, Weber Shandwick MENAT: Arzoo is a natural storyteller. She innately understands the principles of communications which allows her to provide strategic counsel to her clients, delivering maximum output. Arzoo is the definition of a can-do mindset, happily and humbly taking on any challenge and finding creative ways to exceed client expectations – all while maintaining an unwavering sense of humour. Arzoo consistently delivers high quality work and is a devoted mentor to members of the team across the board. She is immensely trusted and valued, both by her colleagues and her clients, and is assured a long and prosperous career in the communications industry.

BAYAN AL MAWED, 29 PR Executive, Eleven PR

Andira Raslan, PR Director, Eleven PR: Since joining Eleven\ PR Group Unit, Bayan has demonstrated her dedication to her work, her colleagues and clients. She is a key team player who goes beyond her day-to-day duties to prove herself relentlessly. Bayan contributed, through her hands-on approach, to the success of large-scale client events and through her ideation and understanding of social media, to the growth of clients’ social handles. Finally, Bayan has established exceptional relations with key journalists and editors across UAE, KSA and Kuwait, which enabled her to elevate the profiles of our clients to new levels.

DUSHANE SOLOMON, 30 Account Executive & Copywriter, Atteline

Bianca Riley, Group Account Director, Atteline: Dushane’s diligence in his work sets him apart. His intricate research processes and astute attention to detail make for the highest-quality content, crafted specifically to catch the attention of its anticipated readers. I believe, however, what makes a genuinely great colleague is their supportive attitude, overall demeanour and positive tone - all of which seemingly come second nature to Dushane. I recommend Dushane for Campaign ME’s Faces to Watch 2023 not only without hesitation but with vigour. He is absolutely deserving of this honour.

DON EDWARD PRIYAN WISIDAGAMAGE, 24 Senior Account Executive, POP Communications

Zainab Imichi Alhassan Alli, Managing Director, POP Communications: It’s a pleasure to recommend Edward, who in just over two years has become my right-hand man across several accounts. His professional dedication, exceptional attention to detail, practical thinking and relationship skills have played a vital role in executing targeted communications campaigns for clients across multiple sectors. First joining POP Communications as an intern in 2021, Edward’s inherent drive to learn, and evolve has fostered his professional growth in an industry that is constantly adapting and presented with challenges. More than a member of the team, Edward is considered one of POP’s valued assets.

FARAH MAZYAD, 26 Creative designer, Hill+Knowlton Strategies

Arwa Al Jundi, Senior Art Director, Hill+Knowlton Strategies: Farah’s abilities are unlike any other. She has a lot of drive and always gets what she wants. She is more than simply a designer; she is a true stylist who incorporates a sense of fashion into her projects and can make even a corporate brand look like it belongs on the cover of Vogue. And while many may extol the virtue of someone who always delivers at 200 per cent. What makes Farah truly amazing is that she does not give up or shrink in the face of adversity; rather, she gets herself up and charges in. And comes back even stronger.

ELEANOR FINN, 29 Associate Communications Manager,

Action Global Communications

Euan Megson, Managing Director, Action Global Communications: Eleanor is highly capable in every aspect required by a modern day communications professional. As a journalism graduate, she knows how to shape and tell stories in news and features. Having worked in the commercial aviation industry before moving to PR, her client management skills are built on composure, patience, and a helpful, customer-first ethos. Creatively minded, Eleanor is now adding key aspects of strategy and new business development to her repetoire - we have high hopes for her ongoing development at the firm.

GAZALA PARKER, 22 PR Executive, Matrix PR

Krishika Mahesh, PR & Social Media Manager, Matrix PR: Gazala has been an asset to Matrix PR since the time she joined the team. Her positive attitude, pro-activeness, and high degree of diligence have empowered her growth from an intern to PR Executive. Her attitude to overcome challenges and willingness to learn and take on new initiatives is indeed very impressive. She has a unique ability to observe and follow instructions and is a hard-working individual who knows how to get the job done quickly and effectively. She always puts in the extra effort to meet tight deadlines and complete her tasks. She has found her feet really quickly and is constantly using feedback to improve herself. She applies her learnings practically and is always looking to add value to clients, media and the team.

HANNAH CASTLETON, 30 Account Manager, KeenePR

Ellie Keene, Founder and CEO, KeenePR: Hannah is a true team player. There have been several times she has stepped in to soothe issues with clients and understands how to handle each clients needs. I have nothing but positive things to say about this lovely ball of energy. She is hardworking, passionate, a people person and one of the best PRs I have ever met. I feel incredibly lucky to have her on my team. Since joining in Summer 2022 she has had a pay rise and is on the right track to a promotion too. The agency wouldn’t run successfully without having her as part of the team, I know I struck gold when I hired Hannah.

ISHAANA MELWANI, 22 PR Senior Account Executive, Umami Communications

Marjorie Chapas, Marjorie Chapas, Head of PR, Umami Communications:

I highly recommend Ishaana Melwani as a Face to Watch in the PR industry. Over the years, she has shown tremendous growth and has taken on more responsibilities. From a highly efficient and organised junior executive, she has risen to become a senior account executive who understands the industry and her clients’ needs, creating and implementing comprehensive strategies that lead to successful coverage and results. Ishaana’s passion, self-discipline, and dedication to excellence make her a talented PR professional and definitely one to watch in the future.

HAYA HADDAD, 27 Digital Manager, Weber Shandwick

David Willet, Head of Digital, Weber Shandwick: Haya has made a real impact to the team since she joined, building a strong reputation as a strong consultant with a real can-do attitude. Through her great work with influencers and creative team members she has brought fresh thinking to some of our oldest client relationships and also driven several promising new business opportunities, unlocking unit growth with her salesmanship. Her strong sense of accountability extends beyond her clients and she has nurtured a number of our younger team members to become better comms people through her careful and considered guidance.

IMOGEN LONG, 23 Senior Account Executive, Brazen MENA

Louise Jacobson, Managing Partner, Brazen MENA: If I could clone Imogen I would do so in droves. She is the ultimate PR rising star. Creative, passionate, dedicated, and approaches everything with flair. Imogen was promoted from account executive to senior account executive in just six months having never done traditional PR before. She is a natural people person fast becoming a client favourite and her ‘go the extra mile’ mantra has seen her garner outstanding results for clients no matter the challenge. Her confidence and enthusiasm have led to her being instrumental in pitches and she has stellar feedback across the board from clients and peers.

HANAN KASMI, 26

Senior Communications Consultant, The Alto Agency

Anika Berger, Senior PR Consultant, The Alto Agency: At 26 years old, Hanan is a force to be reckoned with. Her professionalism is matched by her creativity and she is truly an asset to the team. Securing top tier opportunities for clients in both English and Arabic, especially in broadcast, Hanan pushes boundaries and develops meaningful relationships with all she comes across. Hanan has a bright future in whatever path she chooses to take and is definitely someone to watch.

HANAAN AL-KHAMIS,

29

Senior Communications Executive, Red Havas

Middle East

Nermeen Salama, Communications Director –Consumer PR, Red Havas Middle East: Hanaan is an outstanding team member, highly motivated and always eager to learn more. She has been with Red Havas for almost two years and has been part of my team since then. Hanaan has been able to achieve great results from the start, which serve above and beyond her clients’ expectations. Starting off as a Communications Executive in 2021, Hanaan was promoted this year as she proved herself remarkably within the fast-paced PR industry. She is definitely an asset to her team and clients, and goes above and beyond while she continuously thrives to work on her own development and career growth.

KARAN NARSINGHANI, 29 Senior Manager, Weber Shandwick MENAT

John Gustaveson, Head of Practice, Finance & Professional Services, Weber Shandwick MENAT, Dubai, Weber Shandwick MENAT: Karan is the longestserving finance team member and is among Weber Shandwick’s best and brightest. In 8 years, he’s transformed from a high-potential graduate intern to a seasoned financial PR professional. Karan is now the lead manager in our insurance practice, servicing clients such as AXA/GIG, RSA, Marsh, and the lead manager for Dubai Islamic Bank. Technologically savvy, Karan has been instrumental in building our highly successful Fintech service group. He has also significantly contributed to numerous new business wins. Karan has an impressive track record and he is one the finest individuals I’ve had the pleasure to work with.

KHUSHIE MALLYA, 22 Junior PR Executive, Matrix PR

Melwyn Abraham, PR & Digital Director, Matrix PR:

It is no surprise that Khushie has risen to the rank of a junior executive in just six months due to her assiduousness, creativity, and autonomous aptitude. More importantly, she already handles a big folio including key tech clients, the agency’s social media platforms and contributes as a writer. Khushie is organised in her thoughts and is a self-motivated individual who is always seeking opportunities to learn and improve. She has displayed a strong sense of creativity for social media to go along with her in-depth writing skills. She possesses solution-thinking abilities and does not hesitate to go beyond the call of duty. I am certain she will continue to grow in confidence and resourcefulness.

MAGGIE EL EID, 30 Account Manager, Hill+Knowlton Strategies, Lebanon

Emily Cope-Smith, Head of Health+Wellness, MENA, Hill+Knowlton Strategies, Lebanon:

Two years ago, Maggie made the leap from Beirut to our KSA office and hasn’t looked back since. Maggie spearheads our thriving Health + Wellness practice in Saudi Arabia, playing an integral role in nurturing our relationships with clients. Maggie’s unstoppable and positive approach often leave our clients in awe with them praising her exceptional media relationships, and her impressive attention to detail. Maggie is always ready for a new challenge and has recently found her passion for supporting H+K’s Knowledge+ training academy, as shown by being a regular support trainer for media trainings in Saudi Arabia.

JANA AL JILANI, 24 Account Executive, Gambit Communications

Jamal Almawed, Founder & Managing Director, Gambit Communications: PR is one of those unique fields where if you have the right skillset and mindset, you can make the career switch at any time in your life and thrive. Jana is a testament to that as she came across Gambit in a moment of serendipity, and it opened the door to a fantastic journey for her with us. She has that rare trifecta of natural charisma and strong technical skills underpinned by a grounded work ethic, all of which make her a leader even at the junior level. The sky is her limit.

JIBRAN MUNAF, 23 Senior Communications Executive, Catch Communications

Injeel Moti, Managing Director at Catch Communications, Catch Communications:

Since joining the team, Jibran has been a valuable asset and has exceeded our expectations. He has displayed leadership qualities early on and does not shy away from taking on challenges. Jibran has excellent communication and teamwork skills, always willing to lend a helping hand and collaborate with colleagues to achieve common goals. His positive and ‘always willing to learn attitude’ brings a fresh perspective to our team, for which he is valued tremendously.

KHYATI NILESH MEGCHIANI, 23 Account Manager, Brazen MENA

Louise Jacobson, Managing Partner, Brazen MENA: I don’t think I’ve encountered such professionalism and competency in someone so young. Khyati’s calm, effective approach to work and her outstanding results for clients led to her being fast-tracked from account executive to account manager in just eight months.. Her media relations skills especially in the B2B and lifestyle sectors have been integral to MEPRA awardwinning campaigns. Outside of her client role, she actively contributes to the growth of the company.

LOWELYN RAMOS, 23 Account Executive, Impact

Porter Novelli

Claire Lawson, General Manager, Impact Porter Novelli:

Lowelyn continues to hone her PR dexterity since beginning her IPN journey as an intern to a recently promoted Account Executive over the last 18 months. Her tenacity for communications is evident on a daily basis, whether is it undertaking a habitual press office task, creative ideation or presenting a new business pitch. She is an integral cog on her consumer accounts and can truly be described as a pivotal member of the team, working both to retain long standing accounts and embed new clients with the same tenacity, excitement and passion.

Jamal Almawed, Founder & Managing Director, Gambit Communications: Mariam started off as the quiet intern who stayed out of everyone’s way and typed away on her reports, and has evolved into an office queen bee and powerhouse with the media. I think I’m pretty spoilt now because I’m used to Mariam walking into my office every day holding a newspaper to show me her latest client op-ed, feature, press release or interview published in print. She’s also a no-nonsense PR pro - if she has a tough time with a client or media she won’t come in complaining, but will tell me how she resolved it without drama. Definitely a face to watch out for and never to underestimate.

Riyadh, APCO Worldwide

Dr. Basmah Alotaibi, Senior Consultant, APCO Worldwide: Manar started her internship with us at APCO Worldwide, a US PR and Communications Consultancy, in Riyadh before being offered a position as Social Media Account Executive due to her extraordinary dedication and hard work. During her time with us as a social media account executive, she showed her creativity working on various client digital campaigns, she is currently part of the amazing digital team working on the Islamic Art Biennale in Jeddah. She also worked on many research projects and in copywriting. She is self-driven, talented, dedicated, focused, and professional, she also possesses excellent communication, reasoning, and critical thinking skills.

Adeline Chew, Head of Brand Experience, CHEIL MEA FZ LLC: What makes her a rock star? She is the best kind of teammate with all the positive qualities: intuitive, introspective, active listener, empathetic, and most importantly curious and creative, which leveled her up and beyond her role. Marissa has an infectious energy that motivates those around her. She approaches every project with a can-do attitude and is always willing to go the extra mile to ensure client satisfaction.

MOHAMMAD ALI SAYED, 25 Account Manager, Golin MENA

Joshua Mathias, Director – Digital & Technology, Golin MENA: As a trusted consultant, Ali exhibits a unique blend of creativity, insight-driven strategy, and exceptional storytelling. His ability to challenge conventional norms and embrace new ideas sets him apart from his peers. Ali’s relentless pursuit of excellence and his transformative approach to communications make him an inspiring figure in the Middle East PR landscape. Ali’s future is undoubtedly bright, and his continued success will be a testament to his immense talent, dedication and work ethic. Selfless, gracious and thoughtful, Ali is simply an outstanding colleague and an invaluable asset to the communications sector.

Petra B Spanko, Regional Director, Katch International: Mariam is a great example of dedication and perseverance. Her ability to creatively think of ideas and activations for clients is remarkable and this is demonstrated in her day to day account management and interactions with clients. We are very pleased with her growth and her desire to continue to learn. She is a great asset to the team.

Dina Bajjali, Director, Tales and Heads: Mazeen is a talented and passionate communications professional who has proven herself through her commitment and dedication. I’ve seen Mazeen apply her wideranging skills to deliver impactful campaigns and exceptional media relations, especially in the automotive sphere, where she has built an extensive media and influencer network spanning the GCC. Mazeen is driven by a desire to push boundaries and try new things and she’s always up for a challenge. Her curiosity and enthusiasm to learn and develop her knowledge and skills makes her a true Face to Watch and I’m excited to see Mazeen continue to evolve and grow.

NATASHA GEORGE, 29 Account Manager, ASDA’A BCW

Joanna Agnew, Vice President - Consumer, ASDA’A BCW: Tasha is a consummate professional defined by great client servicing skills, superb organisational capabilities and a proactive mindset. She is by far one of the best account managers that I have worked with in my 15 years in the region. Her key differentiator is the ability to organise teams, thoughts and deadlines intelligently and efficiently so that nothing is missed. She’s a fantastic writer and editor so you have peace of mind when content is coming from her. An absolute PR all-rounder, and extremely valued and much-loved member of my team.

MANAR KHALID IBRAHIM ALAQIL, 23

MARIAM BOURAOUI, 24 Account Executive, Gambit Communications

MARIAM ELSANOUSI, 24 Senior Account Executive, Katch International

MARISSA ANNE GANESHWARAN, 27

Sr Account Executive, Cheil MEA FZ LLC

MAZEEN AL KHATIB, 27 Senior Campaign Executive, Tales and Heads

NOUR CHAOUI, 27 Senior Account Manager, Q Communications

Cindy Mearini, Head of PR, Q Communications: Nour has been a tremendous asset to the team and has been instrumental in growing the corporate client portfolio within Q Comms. Her ability to craft newsworthy editorial content and achieve standout coverage, coupled with her high level of client service and calm approach to tricky situations, have contributed to the agency retaining key clients, attracting new accounts, and motivating the team to work hard and produce their best results. Nour’s ability has resulted in her quick progression within the agency. She has a knack for writing opinion editorials and press releases for a range of clients and ensures KPIs are met no matter what it takes.

NIDA NOOR, 27 Account Manager, Houbara Communications

Vicky El-Kassir, Director, Houbara Communications:

Nida is an ambitious, efficient, and diligent young communicator who is committed to delivering only the best quality of work. She is strategic in her thinking, up for a challenge, and always brings fresh, creative ideas to the table. She has all the qualities of a natural leader, investing time into more junior staff members to help upskill them, and managing the expectations of more senior members of staff. Her mature demeanor, versatility, and emotional intelligence make her an invaluable member of the team.

REEM RAED M QUQANDI, 23

Junior PR Executive, Matrix PR

RAYNA GREEN, 26 Account Manager, Impact Porter Novelli

Claire Jane Lawson, General Manager, Impact Porter Novelli, Impact Porter Novelli: Rayna has brought tremendous value to the agency since she joined in August 2021 and is one of our best assets. Working across some of our most strategic clients ensuring we consistently raise the bar in terms of delivering the best possible results and quality coverage for key campaigns, Rayna always brings a sense of calm amongst the chaos of agency life. Not only is she committed to constantly delivering excellent results, but she also goes above and beyond to ensure an elevated client experience.

Rayna has a bright and successful career ahead of her and we’re thrilled to have her on our team.

NICOLE AKALLA, 23 Communications Executive, Catch Communications

PRAGATI MALIK, 23 Senior Communications Executive, Action Global Communications

Euan Megson, Managing Director, Action Global Communications: Pragati joined the agency for a brief internship during her tertiary education studies at Middlesex University in Dubai. After graduation, she quite literally hounded me for a job - but in a manner I found very impressive. Since joining the agency in mid-2022, Pragati has never looked back. Now,as Pragati climbs the executive group ladder, she has her gaze fixed firmly on ascending into the agency’s manager band. Her future has few limits.

Namita Thakkar, PR Director, Matrix PR: It gives me immense pride to see Reem’s learning curve at Matrix PR over the last year. Her proactiveness and willingness to learn is indeed very impressive. Whether it is her relationships with the Arabic media, her inputs on projects, or her quick turnaround on media requests; Reem has been instrumental in the success of the Arabic division at Matrix PR. I admire the way Reem always puts in the extra effort to take the lead on new projects and meet tight deadlines. Her warm and graceful personality along with her positive attitude makes her a pleasure to work with.

RENAD ABUSAMAAN, 28

Senior Creative Designer, The Studio, Hill+Knowlton Strategies, KSA

Arwa AlJundi, Senior Art Director, Hill+Knowlton Strategies, KSA: Renad might look like a quiet and demure person, but don’t let that fool you. As she is a powerhouse of creativity, talent and strength. Her work is always executed to perfection, and she always brings a new perspective and original ideas to the table. While most people are content to maintain the status quo, Renad actively seeks out new challenges and opportunities. She is never satisfied with where she is and is constantly on the lookout for new challenges. The creative world had better keep an eye out for her since she is a natural leader and will soon rule it.

Injeel Moti, Managing Director and Founder, Catch Communications: Since joining our team, Nicole has quickly become a valuable asset to Catch. Her work ethic, attitude, and commitment to the role is no doubt impressive. She is a proactive team player who is always willing to lend a hand to their colleagues. Her ‘can do’ attitude coupled with creativity on campaigns is what sets her apart, Nicole is a quick learner and has shown an impressive ability to adapt to new situations.

SARAH DAUD, 26 Senior Account Executive, KeenePR

Ellie Keene, Founder and CEO, KeenePR: I feel very strongly about Sarah being recognised for this award. Her work is on another level to her experience, she continues to impress and surprise me with her attention to detail and eagerness to learn. Sarah is the heart and soul of the agency. She is eager to climb the ladder and gain more experience with face to face meetings with clients and running an account single handedly. I am thoroughly impressed with her writing, communication skills and speed of work. She is friendly, positive, polite and fun - the greatest traits for a PR specialist.

SHARANYA CHRISTINE

PAULRAJ, 29 Senior PR Account Manager, Katch International

Huda Ismail, Engagement Director, Katch International: Sharanya has demonstrated outstanding account management skills that always resulted in successful campaigns. Her dedication to creative thinking and strong media relations are an asset to any client that she handles. I have worked closely with Sharanya and I am proud of her growth and her leadership skills.

UPASNA RATHAN, 24 Account Executive, Cheil MEA

Adeline Chew, Head of Brand Experience

TI, Cheil MEA: Upasna is a rock-star with an amazing 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 global campaign. Upasna’s vibrant personality and 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.

SHRADDHA SUNDAR, 25 Account Manager, Edelman Middle East

Simon Hailes, Head of Edelman Smithfield Middle East, Edelman Middle East: Shraddha has electrified the Middle East financial comms scene in a short space of time. Her intellectual acumen, client focus and strong drive help her deliver for the most sophisticated financial institutions in the region. She has also leveraged her media contacts to great effect during major events such as COP27 and Abu Dhabi Finance Week. Shraddha is unflappable in any situation and can cut through the noise to provide great client counsel and give crystal clear advice.

TAREK CHAHINE, 24 Associate Account Manager, Weber Shandwick MENAT KSA

Wael Abdel Samad, Deputy Managing Director, Weber Shandwick MENAT KSA: Tarek is a key member of Weber Shandwick’s team in Saudi Arabia and is instrumental in leading the communications activities for some of our biggest clients. His commitment to grow personally and professionally is showcased through his day-to-day work. Tarek is a creative thinker and problem solver who provides the best solutions for his clients using best practices, whilst also thinking out of the box. Tarek is a team player and is always up for any challenges thrown his way.

VANESSA OLSSON, 23 Account Executive, Gambit Communications

Jamal Almawed, Founder & Managing Director, Gambit Communications: Vanessa’s personal journey is so impressive to me. She made a huge life change coming out of the comfort zone of her family house in her quiet home country and dropping straight into the frantic work lifestyle of Dubai and adapting successfully with a quiet grace. Beneath the calm and composed exterior there is a rugged resilience to her that gives her persistence and persuasiveness, two core components of a successful comms professional. She is our hospitality expert who, in a short period of time, has made herself a crucial tentpole in our success. I trust her implicitly.

SHANNON SOANS, 26 PR and Events Account Executive, Katch International

Dhara Bhatia, PR Director, Katch International: When we first interviewed Shannon, the whole team was wondering why a finance major was switching into the PR field. But I knew that this was his true calling and that his personality, his hard work, and his determination would make him a great PR person. Shannon has a very friendly personality, he can call anyone and make them his best friend, and not every editor is easy to get through to, but Shannon finds his way. He has great connections and finds the best way to utilise them to enhance his client’s brand value. Additionally, he has a very positive vibe and his jokes really cheer up the team even on stressful days.

STEPHANIE DAFETA, 26 Junior Account Manager, Atteline DMCC

Sophie Simpson, Managing Director & Founder, Atteline DMCC: Stephanie has been with Atteline for four years and continues to flourish, challenge and inspire those around her. She remains a perfectionist and will not accept anything less. As a result, this is incredibly motivating for her team as the quality of work produced is of the highest standard. Furthermore, Stephanie goes above and beyond for those around her (clients, industry and teammates) and extends her arms outside of PR if needed to ensure all are supported as best as possible. It’s that extra mile which makes her stand out.

TESSA DSOUZA, 24 Account Executive, Q Communications

Cindy Mearini, Head of PR, Q Communications: Tessa joined Q Communications as an intern, and in the short space of a year, has had two well-deserved promotions thanks to her hard work, attention-to-detail, and never-say-no attitude. Tessa can craft a story for some of the most complex clients, ensuring she does thorough research and produces content that blows her team and clients away. Her standout media relations have resulted in editorial coverage in some of the top regional and international media outlets. With a passion for corporate PR, she continues to shine as one of the agency’s brightest stars and the go-to account executive for many of our biggest clients.

TIM THOROWGOOD, 27 Marketing Manager, Dune|23

(previously E10)

Lloyd McMillan, Managing Partner, Dune|23: Tim has quickly become an imperative member of our full-service marketing offering, with knowledge across all our verticals – content, social media, PR, digital media and experiential. Having joined us in E10, Tim has propelled quickly through the ranks whereby he now leads several clients that work with us across all the aforementioned channels. Mubadala Abu Dhabi Open, World Tennis Championship and Tough Mudder and are just a few of the events that he has had a vital role in strategizing and executing. He continues to learn and grow in the agency and is one to watch for the (near) future.

ZAINAB JIMOH, 23 Account Executive, Atteline

Malaika Fernandes, Director, Atteline: Her exceptional skills and unwavering passion are what set Zainab apart from other executives in the PR industry. She has an excellent track record of securing high-profile media coverage for her clients and building relationships across the board. She has a strong work ethic, kind, collaborative, supportive, and always willing to lend a hand when needed.

As the reigning Gen Z member on the team, Zainab is a joy to work with as she constantly shares the latest digital trends, pop culture, and much more. She is a genuine team player who strives to bring everyone on her growth journey.

VAISHALI SHENOY, 28 Account Manager (Brand Experience), Cheil MEA

Adeline Chew, Associate Director, Cheil MEA: Vaishali’s confidence and her can-do attitude have won clients’ heart. She is responsible for managing multiple client accounts, each with their unique needs and challenges. She also consistently delivered exceptional results and went above and beyond to exceed client expectations. What we love about her? Her positive attitude, strong work ethic, and commitment to excellence were contagious, motivating everyone around her to do their best work.

YOUSSEF YAMMINE, 27 Senior Art Director, Hill+Knowlton Strategies

Siobhan Graham, Director - Corporate & Brand-, Hill+Knowlton Strategies: Youssef drives creativity across his teams through his ability to think differently. With each project, he brings a unique point of view, rooted in creative storytelling, from the big and the bold ideas to the strategic quick wins. Through his expertise and flair for creating content designed to drive impact, he has played an integral role in ensuring his peers across his teams and the agency, understand the power of creative thinking. Youssef has spent time understanding the multiple facets of the business to integrate strategic creative thinking with the results desired by our clients to create an integrated approach.

ZAHRAA HACHEM, 28 Senior Communications Manager, Red Havas Middle East

Mathilde Montel, Senior Communications Director, Red Havas Middle East: Zahraa recently got promoted to a Senior Communications Manager position after nearly two years at Red Havas Middle East. While she primarily handles Nakheel’s destinations and L’Oréal Corporate projects, she is also passionate about gender equality and the representation of women in the media industry. She will happily dedicate her time to worthy causes and will encourage her clients to lead on meaningful partnerships in the region. She is notorious in the agency for her strong media pitching skills, solid media relationships and having her finger on the pulse of upcoming consumer trends. Zahraa uses Havas’ data analysis and insights to ideate creative PR campaigns and activations, which has helped her earn her place as a valued and trusted advisor for her clients.

SARAH ZAKI, 25 Senior Account Executive, Hill+Knowlton Strategies, Egypt

Dalia Awad, Director, Hill+Knowlton Strategies Egypt, Hill+Knowlton Strategies, Egypt: Sarah is a true representation of the future of communications thanks to her unwavering dedication to driving creativity with real data and deep insights. In a world inundated with information, she shows prowess in unearthing true opportunities for impact for a multitude of clients and sectors. Working on award-winning campaigns with the likes of Meta, she has a true understanding of audience and content trends, working passionately to activate and drive communications that make a real difference. With equal flair for both digital and traditional comms, Sarah exemplifies the agility and innovation that the PR industry needs today – and tomorrow.

Are you aware of the concept of high- and low- context cultures? If not, it might be why your global brand is struggling to connect with audiences in Saudi Arabia and the wider Middle East. Knowing the differences between the two and designing campaigns to meet consumers where they are is key to brand authenticity.

WHAT

IS A HIGH-CONTEXT CULTURE?

Saudi Arabia is a high-context culture, as is most of the Middle East. In high-context cultures people rely on nonverbal cues, relationships, and shared history to convey meaning; whereas in low-context cultures, meaning is communicated more explicitly and directly through language. Examples of low-context cultures include the United States, Germany, and the UK.

Now, think about global brands, which often originate from low-context cultures. This gives them cultural cache; they are well-known, and seem more aspirational and superior to local brands. Most are run by a hybrid model; controlled centrally from global, with local ‘flex’ to allow for regional adaptation of communications and products. But what happens when the essence of a global brand, as it exists in low-context cultures, jars with the reality of a high context culture? They do not connect.

WHY MANY GLOBAL BRANDS

STRUGGLE IN THE MIDDLE EAST

Socialize’s Head of Strategy Ailidh Smylie shares her thoughts on what marketers can do about regional challenges

Brands wanting to be truly relevant in a local market must do several things to resonate with their ‘untapped’ audience. Being a ‘global brand’ is not cool enough any more to win Gen Z’s hearts, they need something more relatable to them. Here are five things brands need to keep in mind to succeed in the Middle East market:

UNDERSTAND WHO YOU’RE TALKING TO

Beyond understanding customers’ social and digital behaviour, you also need to dive into their social communities and subcultures to see what makes them tick -- how are they spending their 3 hours+ a day on social media? Why is much of that time on Snapchat ? How to enter their TikTok world when they are most active?

REFLECT THEIR REALITY

Things are changing in the Middle East fastfastest of all in Saudi, as the country races towards fulfilling its 2030 Vision. Think NEOM or projects like the Asbher app, which allows residents to seamlessly interact with all government systems.

These big governmental changes are sending rippling effects across the country, and with these changes come new rules – dress codes, for example.

Although Saudi women are increasingly experimenting with their personal style and pushing boundaries within the limits of their social environment, it is still important to respect local customs and traditions. Brands that cling to outdated fashion will be perceived as out-of-touch. Women aim to strike a balance between expressing themselves through personalised style, and still adhering to local norms, such as wearing light-colored abayas instead of jeans and t-shirts.

TRUE LOCALISATION

You cannot just take global communications and translate them into Arabic. Many big brands are guilty of this, and then wonder why they are not connecting with consumers. Arabic is a rich and

diverse language with many regional variations and dialects. What is appropriate in one Arabic-speaking country may not be in another. By relying solely on basic translations, global brands risk alienating their target audiences by missing important cultural cues that are critical to successful communication.

CHOOSE YOUR BULLSEYE

The generational divides are real, no matter what country or region you live in. However, we see big disparities in the Middle East, which makes appealing to a wider audience demographic even more challenging.

Sixty per cent of millennials in the UK have kids, which means the other 40 per cent still share many commonalities with Gen Z. Compare that with Saudi, where 75 per cent of millennials are parents, with on average of 2-3 children per household. For a brand, this means trying to appeal to a 34-year-old mother of 4, and a 17-year-old male who still lives at home and goes to university, is almost impossible.

By trying to appeal to all, you will resonate with fewer. Choose your bullseye, be flexible so as not to alienate others, but stay true to who you are as a brand.

FLEX FAST

Things are changing every day in every category. If a brand is being run globally, without a team on the ground in KSA, or an agency partner who understands the region, it will quickly become apparent.

For example, the coffee culture in the country highlights the importance of adapting to new opportunities, especially with the lifting of segregation and the growing spending power of Gen Z. Brands relying solely on delivery and disregarding the in-store experience risk being left behind by younger consumers.

In summary, to succeed in the dynamic Middle East market, brands must understand the region’s unique cultural context while finding ways to connect with younger audiences.

‘‘BY TRYING TO APPEAL TO ALL, YOU WILL RESONATE WITH FEWER. CHOOSE YOUR BULLSEYE, BE FLEXIBLE...’’

TV AND VIDEO GUIDE 2023

Abu Dhabi Sports

PARENT COMPANY: Abu Dhabi Media

HEADQUARTERED: Abu Dhabi

FOUNDED: 1969

LANGUAGE: Arabic & English

+971 2 445 5555 commercial@admedia.ae

adsports.ae

Abu Dhabi Sports is one of the most-watched sports channels in the Arab world, covering world-class sport and competition across its four-channel network. Established in 1998, and characterised by its innovative and high-quality coverage, Abu Dhabi Sports covers international sport and events to the highest standards and has embraced digital content through live streaming on its website, on the ADSPORTS application (available on Apple Store and Google Play) and through social media, IPTV services and Apple TV.

FLAGSHIP COVERAGE: UAE League – ADNOC Pro League; UAE President’s Cup; UAE League Cup; 2022 FIFA World Cup Asian Qualifiers Final Round; AFC Champions League; AFC Asian Cup 2023 Final Tournament; AFC Cup 2022 and other AFC competition; UFC, combat sports and motorsport

REACH: MENA

Abu Dhabi TV

PARENT COMPANY: Abu Dhabi Media

HEADQUARTERED: Abu Dhabi

FOUNDED: 1969

LANGUAGE: Arabic

+971 2 445 5555

commercial@admedia.ae

www.adtv.ae

It showcases a diverse selection of series that address different tastes in an interactive and family-oriented manner. The channel focuses on promoting its content on various digital platforms on social media and OTT through VOD services and live streaming on ADtv application available on Apple TV, Android TV, LG, HUAWEI , Roku TV, Apple and Android App Stores, and website adtv.ae.

REACH: GCC and MENA and Europe

AVAILABLE: Nile Sat 7 West and Hot Bird; Du and Etisalat

FLAGSHIP PROGRAMMES: ZAK show, Yalla Social, The Beauty Challenge

Al Aan TV

PARENT COMPANY: Tower Media Middle East

HEADQUARTERED: Dubai

FOUNDED: 2006

Al Aan TV seeks to spread hope and optimism throughout the Arab world, story-by-story. Founded in 2006 in Dubai, Al Aan TV broadcasts the news via satellite and the internet. It is the first independent, pan-Arab, multi-channel digital news publisher for young adults. The channel’s unique mobile-first, long-form story-telling format is designed to reach and engage young adults. With informative and enjoyable stories, it puts viewers on the frontlines to raise their awareness and understanding of what’s going on. Because the world changes very quickly. The story belongs to everyone.

Al Arabiya News Channel

PARENT COMPANY: Al Arabiya Network

HEAD OFFICE: Riyadh

YEAR FOUNDED: 2003

LANGUAGE: Arabic

GENRE: Politics, business, sports, current affairs and lifestyle shows

REACH: Worldwide

AVAILABLE ON: Arabsat, Nilesat, OSN, Shahid, Etisalat, Du, GOBX

Al Arabiya Network remains the Arab world’s leading source of news. With round-the-clock news bulletins, the latest business, sports current affairs and lifestyle shows. Al Arabiya network is where globally minded viewers tune in for the latest from within and beyond their national borders

FLAGSHIP SHOWS: Tafa3olcom, Fil Marma, Future of Energy & Closing bell

RATE CARD: contact us at hello@mms.net

MEDIA REP: MBC Media Solutions

WEBSITE: www.mms.net

ADDRESS: Riyadh, Dubai & Egypt

Al Ekhbariyah Channel

PARENT COMPANY : SBA – Saudi Broadcast Authority

HEAD OFFICE : Riyadh, KSA

YEAR FOUNDED : 2004

LANGUAGE: Arabic

Al Ekhbariyah is a 24/7 news and current affairs tv channel

REACH: KSA and Pan Arab

SATELLITES/ CABLE SERVICES: Arabsat, Nilesat, Hotbird, STC Integral, Etisalat, Du, Badr, Aloula.sa, Shahid VOD, Twitch

Al Ekhbariyah Channel was found with the aim to present «a new image of the Gulf Arab state» to the wider region and the world. Following the hiring of several Saudi women, its first bulletin was read by the kingdom›s first female news presenter Buthaina Al-Nassr.

VIEWERSHIP NUMBERS: 2M

VIEWER DEMOGRAPHICS: Male 67% and Female 33%

FLAGSHIP PROGRAMMES : Al Rasid Talk Show, Amwaal Wa Masarat

MEDIA REP: SMC - Riyadh +966 11 9200 35142, Dubai, UAE +971 4 4254285

WEBSITE : www.smc.me

Al Emarat

PARENT COMPANY: Abu Dhabi Media

HEADQUARTERED: Abu Dhabi

FOUNDED: 1974

LANGUAGE: Arabic +971 2 445 5555 commercial@admedia.ae www.adtv.ae

Al Emarat TV serves as the UAE state channel and encourages family enrichment and the development of national talents in the media industry.

REACH: GCC and MENA

FLAGSHIP PROGRAMMES: Al Shara, Omr Jadid, Gallery, +971, Al Mughared, Ain Al Theeb, Saee Al Bareed, Hayat Al Rouh, Bayn Eydek

Al Hadath News Channel:

PARENT COMPANY: Al Arabiya Network

HEAD OFFICE: Riyadh

YEAR FOUNDED: 2012

LANGUAGE: Arabic

GENRE: Politics & breaking news

REACH: Worldwide

AVAILABLE ON: Arabsat, Nilesat, OSN, Shahid, Etisalat, Du, GOBX

A free-to-air news and current affairs satellite channel, which operates as an extension of the long-standing Al Arabiya news channel. Al Hadath focuses on extensive live coverage of events as they happen from across the Arab world and beyond.

FLAGSHIP SHOWS: 19 GMT bulletin, Studio Al Hadath & Al Akhbar Al Layla

RATE CARD: contact us at hello@mms.net

MEDIA REP: MBC Media Solutions

WEBSITE: www.mms.net

Al Jazeera Arabic

LANGUAGE: Arabic

FOUNDED: 2006

PARENT COMPANY: Al Jazeera Media Network

HEADQUARTERED: Doha

LANGUAGE: Arabic

www.aljazeera.net

Al Jazeera Arabic is one of the leading news channels and websites in the Middle East. Featuring bold reporting and fearless journalism, it represents the voice of the people and seeks out stories that often go unreported.

REACH: MENA

Al Jazeera Balkans

LANGUAGE: Bosnian/Croatian/Serbian

FOUNDED: 2011

PARENT COMPANY: Al Jazeera Media Network

HEADQUARTERED: Doha

Al Jazeera Balkans is a unifying voice that’s bridging the region. Featuring multi-national correspondents, representing the full range of languages, accents and opinions, it gives audiences the regional news coverage they want, from a local voice they can trust.

REACH: Broadcast to more than 8 million homes, primarily in the Balkan, East European, Austria, Germany and USA

Al Jazeera Documentary

FOUNDED: 2007

PARENT COMPANY: Al Jazeera Media Network

HEADQUARTERED: Doha

LANGUAGE: Arabic

https://doc.aljazeera.net/livestream

Al Jazeera Documentary is the first and only Arab-centred documentary channel dedicated to producing high-quality documentary films. Covering a wide range of topics, it presents high-quality documentaries, enriching the lives of millions of Arabs and inspiring future generations of great filmmakers.

REACH: MENA

Al Jazeera English

FOUNDED: 2006

PARENT COMPANY: Al Jazeera Media Network

HEADQUARTERED: Doha

LANGUAGE: English

It provides international news and current affairs that places people at the heart of the story. Through its fearless journalism and award-winning programming, it tells authentic stories about people everywhere

REACH: Broadcast to more than 360 million unique households across the globe.

Al Jazeera Mubasher

LANGUAGE: Arabic

FOUNDED: 2005

PARENT COMPANY: Al Jazeera Media Network

HEADQUARTERED: Doha https://mubasher.aljazeera.net/

Al Jazeera Mubasher is the first Middle Eastern 24-hour live news and events channel, dedicated to giving viewers real-time footage of global and regional events. Using remote feeds and on-the- ground cameras, it broadcasts accurate coverage without edits or distractions.

REACH: MENA

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; E: rms@rotana.net

Al Sumaria TV

PARENT COMPANY: Al Sumaria Group

DATE LAUNCHED: 2004

BASED: Iraq & Lebanon

LANGUAGE: Arabic

WEBSITE: https://www.alsumaria.tv/

REACH: Iraq, Lebanon, UAE, Jordan, GCC, Egypt and more

SATELLITES/ CABLE SERVICES:: Worldwide via Internet and satellite

MEDIA REP: DigiNet Arabia: +971 44545454

VIEWERSHIP: 2.3 million

DEMOGRAPHICS: Arabs, 59% Males, 79% Age 15-44

Alsumaria produces almost all of its 24/7 programs in-house. It broadcasts live entertainment, social, political, and game shows hosted by young Iraqis, and drama and comedy series starred, directed, and produced by Iraqis.

GENRE: Movies; Documentaries; Musicals; Sports Shows; Entertainment

ARY Digital

PARENT COMPANY: ARY Group

HEADQUARTERED: Pakistan

FOUNDED: 2000

LANGUAGE: Urdu

GENRE: Family entertainment shows

MEDIA REP: IAS Media: +971 4 447 5760

FLAGSHIP PROGRAMMES: Jeeto Pakistan, Good Morning Pakistan

Viewership- Pakistani expats living in the Middle East

REACH: MENA

SATELLITES/ CABLE SERVICES: Etisalat, DU, Ooredoo

ARY News

PARENT COMPANY: ARY Group

HEADQUARTERED: Pakistan

FOUNDED: 2004

LANGUAGE: Urdu

GENRE: News

MEDIA REP: IAS Media: +971 4 447 5760

FLAGSHIP PROGRAMMES: Breaking News, The Reporter

Viewership- Pakistani expats living in the Middle East

REACH: MENA

SATELLITES/ CABLE SERVICES: Etisalat, DU, Ooredoo

FROM AR TO VOD

Rayan El Hajjar at MBC Media Solutions (MMS) explains how technology is revolutionising TV advertising

Group’s commercial arm, to explore how evolving technology and consumer behaviour is shaping the advertising landscape, and the ways MMS is staying ahead of the curve in offering cutting-edge solutions to clients.

HOW IS TECHNOLOGY AFFECTING ADVERTISING?

Technology has revolutionised the media industry, making it more measurable, accessible and interactive. Brands and advertisers now have access to actionable metrics and insights that allow them to better understand their audiences and create engaging, targeted content. Content remains a crucial component for advertisers, broadcasters and viewers alike. However, technology continues to play a vital role in how and where it is consumed. The accessibility of content has increased exponentially, with viewers being able to watch their favorite TV shows, movies and auditions on their preferred devices - be it digital live streaming on MBC1 or mobile, linear TV, VoD on Shahid, social media or even audio.

brands to include their products after production timelines have passed. At MMS, we’ve created an ‘In-Content Integration’ (ICI) offering that allows us to digitally insert brands into topperforming shows. This Ramadan, we integrated a brand using ICI into MBC1’s top performing comedy show Minho Waladna, which appeared organically on TV and outdoor advertising. In addition, the branded scenes were visible in multiple distribution channels such as MBC1 (live streaming and linear), Shahid AVoD and SVoD catchup, and clippings on social media to maximise their reach.

As technology continues to progress, it is changing the way we consume and interact with media. In the TV industry, we are seeing a transformation in the way brands advertise and reach their target audience. From interactive experiences to augmented reality, technology is opening new doors for brands to connect with consumers in new exciting and innovative ways.

In this article, Campaign Middle East speaks with Rayan El Hajjar, Client Partnership Director at MBC Media Solutions (MMS), MBC

We’re also witnessing a significant shift in the interactivity of media thanks to advancements in technology, and we predict even more developments in the future. For instance, our partnership with Snap on Saudi Idol allowed us to create exciting new augmented reality (AR) lenses. The ‘Casting Lens’ and ‘Live Shows Lens’ allowed Snapchatters to simulate the casting experience by singing in front of judges and receiving feedback, placing them in the heart of the action. We anticipate brands using AI, virtual reality (VR) and other innovative technologies to immerse consumers in their content, creating unforgettable experiences.

HOW IS BRAND INTEGRATION EVOLVING?

We expect to see similar solutions in the future, which will open the door to more flexible and seamless integration opportunities for brands. Technological advancements have led to the introduction of new brand integration formats that allow

The value of this technology is that it helps identify specific scenes that brands want to associate with; for example, integrating a coffee brand in kitchen scenes or advertising a promo offer on an outdoor site. This helps us determine the exact scenes and duration of brand exposure throughout the entire season of a show during the proposal phase with a brand. We expect to see similar solutions in the future, which will open the door to more flexible and seamless integration opportunities for brands.

HOW HAVE MMS’S OFFERINGS TO CLIENTS CHANGED?

We are only in the first half of the year and already a lot has happened in 2023. Apart from the ‘In-Content Integration’, we’ve recently launched our own self-serve platform called MMS Works, which enables individuals, SMEs, government and local/international businesses to create their own marketing campaigns on Shahid with a few clicks of a button.

www.mmsworks.net enables brands to manage their own marketing campaigns on Shahid from A to Z from choosing their ad formats, target audience, target impressions and much more, to uploading their ads, paying online and extracting

their campaign’s reports. Currently pause, native and in-stream ads are available. In its second launch phase, the platform will be expanding its solutions and enhancing its interface.

MMS also announced its appointment as TikTok’s official reseller in Egypt, giving advertisers in Egypt full access to new digital advertising formats. As part of the appointment, local clients, agencies and advertisers will be able to access all of TikTok’s inventory in Egypt, ensuring faster turn-around, local servicing capabilities and building on commercial synergies. The partnership will also enable advertisers to benefit from MMS’s industry expertise in leveraging TikTok Egypt’s increasingly growing reach in the country.

We also renewed our agreements with our strategic partners, Twitter, TikTok and Snap to bring MBC Group’s premium Arabic content to their platforms and ensure we are reaching our audiences wherever they are.

HOW HAS TV ADVERTISING CHANGED?

There is higher demand for innovative solutions from clients and agencies to continue driving engagement with viewers. Brand integration is gaining a lot of traction, and this goes back to content being key. Integration can convey multiple factors for a brand. Whether it is communicating a specific message, demonstrating usage or associating with a specific character on a show, there are many ways for a brand to connect with its audience. Once a brand is integrated in the content, it is distributed across multiple channels ensuring that audiences are exposed to the brand message no matter where the content is being consumed.

On-screen opportunities are another way that TV advertising can change through QR codes and integrated commerce solutions that can drive performance metrics for clients. Another change is approaching advertising from a video perspective. We have seen this with Shahid AVoD. Since Shahid started offering and releasing more free content to viewers across MENA we’ve seen significant growth from advertisers wanting to be associated with premium Arabic brand safe content on a digital platform.

HOW ARE CONSUMER TASTES CHANGING?

Consumers are becoming more sophisticated in their TV content tastes. They are looking for authentic content that they can relate to and the region they are from. There is a significant trend towards ‘binge-watching’ of TV shows, which means that broadcasters and advertisers need to create immersive content that keeps the audience engaged for more extended periods. Additionally, there is a growing

appetite for live events, such as sports and music, which we’ve witnessed for both the Saudi Pro League on SSC and Saudi Idol on MBC1.

MMS is the official advertising representative of the Saudi Sports Company (SSC) where we offer solutions across both digital and linear broadcast TV on the Saudi Pro League (which has seen a huge spike in viewership with the arrival of Ronaldo earlier this season), F1 and other sporting events.

Looking at the first quarter in 2023, we’ve seen big gains in viewership behind key content. Consumers are looking for entertaining content and we’ve seen this with the likes of Saudi Idol that attracted all types of audiences on TV, Shahid and social media. Another key milestone was during Ramadan with Tash Al Awda. We saw TV ratings spike up to the days of when Tash Ma Tash was on air more than a

decade ago. Not to mention the high viewership figures on both Shahid and social media.

WHAT CHANGES CAN WE EXPECT IN THE TV MARKET IN THE COMING YEAR?

The upcoming year will bring about significant changes in the TV industry.

Firstly, we can expect to see more local and regional productions that are relatable to the viewer, creating a more immersive and engaging experience. Secondly, cross-platform integrations will increase, allowing for more interactivity between viewers and advertisers. Finally, data measurement will improve further with the introduction of people meters, giving advertisers more accurate insights into viewership behaviour and trends. The ever-evolving nature of the industry presents endless new opportunities for content creators and advertisers alike. With viewers consuming content across multiple devices, brands have the opportunity to expand their marketing efforts across different screens and marketing channels.

“We expect to see similar solutions in the future, which will open the door to more flexible and seamless integration opportunities for brands.”

Asharq News

PARENT COMPANY: Saudi Research and Media Group

HEAD OFFICE: Riyadh, Saudi Arabia with offices in Dubai, UAE.

YEAR FOUNDED: November 2020

LANGUAGE: Arabic

REACH: Middle East, Europe, and North Africa.

Asharq News (Arabic: الشرق للأخبار) is a television channel and a number of technologically sophisticated internet platforms that offer the Arab world round-the-clock news coverage in Arabic, with a focus on regional and global economics.

VIEWER DEMOGRAPHICS : 80% male and 20% female.

FLAGSHIP PROGRAMS: Aswaq Asharq, Sabah Ma3 Cyb, Jalsat Al Masaa, Al Rabet, Alwan Asharq, Taqa+

Mo’asherat Asharq

MEDIA REP: SMC - Riyadh Office +966 11 9200 35142, Jeddah Office contact: +966 12 6572323, Dubai, UAE Office: +971 4 4254285

WEBSITE : www.smc.me

ASIANET MIDDLE EAST

GENRE: Malayalam general Entertainment channel featuring the best of series, movies, reality shows and locally created content

PARENT COMPANY: STAR India (subsidiary of The Walt Disney Company)

HEAD OFFICE: Dubai Media City, Dubai

LANGUAGE: Malayalam

GEOGRAPHICAL REACH: Middle East, East Africa, Seychelles & Singapore

MEDIA REP: Anjali Desai - Anjali.Desai@disney.com

ASIANET MOVIES

GENRE: World’s favourite Malayalam movie channel featuring the biggest blockbusters and biggest stars

PARENT COMPANY: STAR India (subsidiary of The Walt Disney Company)

HEAD OFFICE: Dubai Media City, Dubai

LANGUAGE: Malayalam

GEOGRAPHICAL REACH: Middle East, Kenya, and Singapore

MEDIA REP: Anjali Desai - Anjali.Desai@disney.com

ASIANET PLUS

GENRE: Series, movies and locally created content

PARENT COMPANY: STAR India (subsidiary of The Walt Disney Company)

HEAD OFFICE: Dubai Media City, Dubai

LANGUAGE: Malayalam

GEOGRAPHICAL REACH: Middle East

MEDIA REP: Anjali Desai - Anjali.Desai@disney.com

beIN Entertainment

PARENT COMPANY: beIN Media Group

HEAD OFFICE: Doha, Qatar (MENA Channel)

FOUNDED: November 1, 2015

LANGUAGE: Arabic, English, French, Spanish, Turkish

GENRE: Movies, series, and cartoon networks,

REACH: Middle East, Indonesia, Philippines, Canada, France, United States, Australia, New Zealand, Thailand, Egypt, Indonesia, Malaysia.

SATELLITES/ CABLE SERVICES: Es›hailsat

beIN Entertainment is a Qatari multinational network of entertainment channels owned and operated by the Qatari media group beIN.

VIEWER DEMOGRAPHICS: On TV: 14% Females and 86% Males

MEDIA REP: Riyadh +966 11 9200 35142, Jeddah contact: +966 12 6572323, Dubai, UAE: +971 4 4254285

WEBSITE: www.smc.me

ADDRESS: Riyadh, KSA HQ office: Laysen Valley, Building 16, Jeddah KSA Office:

Bahar Arab Streetm Adwa Plaza, Dubai, UAE Office: Dubai Media City, Building 8

beIN Sports

PARENT COMPANY: beIN Media Group

HEAD OFFICE: Doha, Qatar (MENA Channel)

YEAR FOUNDED: 2012

LANGUAGE: Arabic, English, French, Spanish, Turkish

GENRE: Sports

REACH: Middle East, Indonesia, Philippines, Canada, France, United States, Australia, New Zealand, Thailand, Egypt, Indonesia, Malaysia

SATELLITES/ CABLE SERVICES: Es’hailSat

It is a Qatari multinational network of sports channels owned and operated by the Qatari media group beIN. It has played a significant role in the increased commercialization of Qatari sports.

beIN Sports is the dominant television sports channel in the MENA region with rights to broadcast the top leagues in the world. It also operates channels in France, the United States, Canada, Australia, New Zealand, Turkey, Hong Kong, Singapore, Brunei, Malaysia, Indonesia, Philippines and Thailand, and Egypt

FLAGSHIP PROGRAMS: Champions League, UEFA Euro, Premier League, FIFA World Cup, Rugby League, Cricket, Motor Sports, Tennis, Basketball

MEDIA REP: SMC - Riyadh e +966 11 9200 35142, Jeddah Office contact: +966 12 6572323, Dubai, UAE Office: +971 4 4254285

WEBSITE: www.smc.me

ADDRESS : Riyadh, KSA HQ office: Laysen Valley, Building 16, Jeddah KSA Office: Bahar Arab Streetm Adwa Plaza, Dubai, UAE Office: Dubai Media City, Building 8

B4U Aflam

PARENT COMPANY: B4U Entertainment

HEADQUARTERED: Dubai

FOUNDED: 2012

LANGUAGE: Arabic

GENRE: General entertainment channel with Arabic series, Turkish Series, Asian Series subtitled in Arabic, Bollywood shows subtitled in Arabic, locally produced shows, cookery, Bollywood movies dubbed or subtitled in Arabic, music segments

REACH: MENA

B4U Plus

PARENT COMPANY: B4U Entertainment

HEADQUARTERED: Dubai

LANGUAGE: Hindi

GENRE: General entertainment channel with series, Bollywood shows, locally produced shows, cookery, bollywood movies, music segments

REACH: MENA

BBC World News

bbcglobalnews.com

PARENT COMPANY: BBC

HEADQUARTERED: London

FOUNDED: 1995

LANGUAGE: English

MEDIA REP: Ali Taher, vice-president, advertising & partnership sales MENA, Turkey and Mediterranean: +971 4 367 8090; +971 55 8014 000

Cartoon Network

Ownership / Parent Company WBD

HEAD OFFICE FOR CN ARABIC : Dubai

NUMBER OF STAFF: 10 located in Dubai, London and Istanbul

FOUNDED: 2010 (CN Arabic)

LANGUAGE: Arabic on FTA, CN HD (pay channel) is in Arabic and English audio selection

GENRE: Kids’ animation series and movies

REACH: MENA wide

SATELLITES/ CABLE: beIN, Etisalat, Du, Ooredoo, Intigral, Shahid, Netflix.

In an interview with CNN’s Becky Anderson earlier this year, Shamma Al Mazrui articulated what so many of us feel as we bear witness to the climate emergency engulfing the world that we live in. “Young people are the most affected by climate change,” said the Youth Climate Champion for COP28. “Their futures, their income, their families, their sense of security are all at stake.”

Al Mazrui’s words struck a chord with people like me who are increasingly aware of our responsibility to take action and do better in protecting our planet for future generations. My children, born in 2002, have lived their entire lives in a world where there is indisputable evidence of the cause and effect of climate change. Their birth year was at the time the second warmest on record

A TIME FOR CHANGE

CNN’s founder Ted Turner is a renowned environmentalist and I recommend anyone to watch the award-winning documentary Captain Planet which documents his extensive work in this space. That documentary ran as part of a landmark network initiative on CNN called Call to Earth. This inspirational series shines a light on those committed to safeguard our planet for future generations. Over the last four years, it has told the stories of change-makers, visionaries and ground-breaking projects making a difference to the world around them, and it has engaged with hundreds of schools and organisations (including many here in the Middle East) through Call to Earth Day – an annual event to raise awareness of environmental issues and to engage with conservation education.

Which brings to me to why COP28 is so important to CNN and our audiences. It is a fact that the world is at a time of necessary change as COP28 is being billed as the most important COP since Paris in 2015. This isn’t hyperbole, and the UAE as the host country is taking bold steps in its commitments to the event and the wider climate issue – whether it’s the diplomatic work that is being undertaken ahead of COP28 or the UAE’s own adaption of important policies such as ADNOC’s decarbonisation strategy, the UAE’s net zero strategy for 2050, and its role in unlocking climate finance for climate vulnerable communities.

and, despite some positive steps taken for meaningful action such as the Paris Agreement following COP21, here we are 20 years later and the headlines and scientific facts about climate change are worse, not better.

In wanting my children and future generations to live in a better world, I have educated myself on what I can do at a personal level to minimise my own carbon footprint, whether that’s doing the basics at home such as being diligent at recycling, or at work by making our office space as green as possible. And I am not alone. Recent research shows that CNN’s audiences share both my concern about the environment and a desire to make a positive difference. A recent study found that, after inflation, climate change is the second topic that our audiences are most concerned about in 2023. This concern is impacting their behaviour, both in their personal and professional lives. 75 per cent of our audience agree that ‘responsible’ sustainable financial is important in their company’s investment decisions, and around two-thirds work in companies that are transitioning to alternative fuels and energies and have signed up for net zero emission goals.

It is completely understandable that when we think of climate change we focus on its causes and effects – from overuse of fossil fuels and drastic deforestation, to the changing volatile weather conditions and increased droughts. These are important, powerful and harrowing news stories. But they can also be overwhelming and leave people devoid of optimism about the positive impact that governments, businesses and individuals can make. As a news network, CNN covers all aspects of the climate story alongside the wider news agenda, from US and international politics to the war in Ukraine. Indeed, the climate and related topics such as energy provision and food security are integral to many of these stories. As well as going to all corners of the Earth to tell these stories, CNN journalists are also committed to showing the impact that can be made through positive change and solutions-based action.

When I look ahead to COP28, themes that stand out to me include collaboration, hope, action, inclusivity, governance and education. These tenets have the potential to show the world a new COP and drive the narrative forward on climate action. They also resonate with our audiences because they speak directly to people around the world who share my concerns about future generations and want to make a difference.

As a network with global reach and a long history in climate reporting, CNN is uniquely placed to be at the heart of how the world understands not just COP28 itself, but also what brought us to this moment and –hopefully – the lasting legacy that it can have. That is why COP28 will be central to the news agenda for the rest of this year and beyond. CNN is poised and ready to tell the story of what takes place this December and, believe me, the world will be watching because now is a time for change, and our future generations are dependent on a positive outcome.

By Marwan Kai, CEO of MIS Gulf

COP28 is central to the news agenda explains MIS Gulf’s Marwan Kai

‘‘THE UAE AS THE HOST COUNTRY IS TAKING BOLD STEPS IN ITS COMMITMENT TO THE EVENT AND THE WIDER CLIMATE ISSUE.’’

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 Arabiclanguage 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.

CNN

PARENT COMPANY: Warner Media

HEADQUARTERED: Atlanta, USA

LANGUAGE: English

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 is uniquely positioned to tell stories from the Middle East. On digital, CNN Arabic has been based in UAE for almost 20 years and is undergoing substantial audience growth.

VIEWERSHIP: 475 million households around the globe

DEMOGRAPHICS: CNN attracts influential and business audiences globally

FLAGSHIP PROGRAMMES: Connect the World with the Becky Anderson

MEDIA REP: Media International Services (MIS Gulf – Marwan Kai, CEO): www.misgulf.com; +971 4 321 2003

Colors Rishtey Asia

PARENT COMPANY: Viacom 18 Media Pvt. Ltd.

HEAD OFFICE: Mumbai, India; Dubai, UAE

FOUNDED : 2015 in Middle East and Africa

LANGUAGE: Hindi

GENRE: Variety Entertainment Shows & Blockbuster Movies

REACH: UAE, Qatar, Kenya, Tanzania, Uganda, Mauritius, and almost across the ME&A

SATELLITES/ CABLE SERVICE: elife TV, Ooredoo, YuppTV

WEBSITE: www.indiacast.com

ADDRESS: Office No. 213, Loft office 2B, Dubai Media City, Dubai

CONTACT NUMBER: +971 43679890

EMAIL BUSINESS HEAD MEA AND GLOBAL CONTENT SALES HEAD : sheetal.mehra@ indiacast.com

FOR AFFILIATE ENQUIRIES : vikrant.tayade@indiacast.com

FOR AD SALES : pankaj.arora@indiacast.com

MARKETING, EVENTS, PROGRAMMING AND CONTENT SALES : Sudeep.nair@indiacast.com

Cox Media Group

PARENT COMPANY: Cox Enterprises

HEADQUARTERED: Atlanta, USA

FOUNDED: 2008

LANGUAGE: English

GENRE: 24/7 News, Business, Sport and Lifestyle

REACH: USA

MEDIA REP: The MediaVantage: +9714 425 3300

DStv

PARENT COMPANY: Multichoice

HEADQUARTERED: Johannesburg, South Africa

FOUNDED: 1975

LANGUAGE: Afrikaans, Arabic, Swahili and English

GENRE: 24/7 News, Business, Sport, Reality, Documentary and Lifestyle

REACH: South Africa, Nigeria and Zimbabwe

MEDIA REP: The MediaVantage: +9714 425 3300

Colors TV:

PARENT COMPANY: Viacom 18 Media Pvt. Ltd.

HEAD OFFICE: Mumbai, India; Dubai, UAE

FOUNDED: 2010 in Middle East & 2012 onwards in Africa

LANGUAGE: Hindi

GENRE: Fiction and Reality shows

REACH: Middle East and Africa

SATELLITES/ CABLE SERVICE: elife TV, du, Oreedoo & Yupp TV, DStv, GoTV, StarTimes, Azam TV, Parabole, Mauritius Telecom, Canal+, TopStar, StarSat, MEDIA REP: Indiacast Media Distribution Pvt. Ltd.

WEBSITE: www.indiacast.com

ADDRESS: Office 213, Loft office 2B, Dubai Media City, Dubai

Dijlah TV

FOUNDED: 2010

HEADQUARTERED: Iraq and Jordan

LANGUAGE: English, Arabic

WEBSITE : www.dijlah.tv

REACH: Iraq, Lebanon, UAE, Jordan, GCC, Egypt and more

SATELLITE/ CABLE SERVICES: worldwide via Internet and satellite

MEDIA REP: +971 44545454

VIEWERSHIP: 1.1 million

VIEWER DEMOGRAPHICS: Arabs, 51% Males, 76% Age 15-44

Dijlah is a Iraqi satellite television that broadcasts many genres such as entertainment, political, educational, sports and social shows

Discovery Channel

PARENT COMPANY: Discovery

HEADQUARTERED: Dubai

LANGUAGE: English

GENRE: Factual content: survival, turbo, documentaries, science, nature

REACH: MENA

MEDIA REP: layla_tamim@discovery.com

Discovery Channel is dedicated to creating the highest quality non-fiction content that informs and entertains its consumers about the world

DEMOGRAPHICS: Men aged 25-59

FLAGSHIP PROGRAMMES: Gold Rush, Deadliest Catch and Wheeler Dealers

Dubai One

PARENT COMPANY: DMI(Dubai Media Incorporated)

DATE LAUNCHED: 2004

WHAT COUNTRY IS IT BASED IN?: UAE

LANGUAGE: English

WEBSITE: Dmi.ae

AVAILABLE THROUGH?: Arab Sat Badr, Hot Bird and Nile Sat

MEDIA REP ( + CONTACT DETAILS ) : MEMS: +971 4 4 54 54 54

VIEWERSHIP NUMBERS: 900,000 (GCC Adults15+)

VIEWER DEMOGRAPHICS: 85% between 15-49 yrs

FLAGSHIP PROGRAMMES: Block Buster Movies, American Series, Dubai Today,

GENRE: Entertainment, Family, Drama, Romance, Comedy,Action, Animation

Dubai Racing

PARENT COMPANY: DMI(Dubai Media Incorporated)

DATE LAUNCHED : 2008

BASED IN: UAE

LANGUAGE: Arabic

WEBSITE: Dmi.ae

REACH: Global Through Satellite

SATELLITES/ CABLE SERVICES: Arab Sat Badr, Hot Bird and Nile Sat

MEDIA REP MEMS: +971 4 4 54 54 54

VIEWERSHIP NUMBERS: 5,000 (GCC Adults15+)

DEMOGRAPHICS: Age 35+

FLAGSHIP PROGRAMMES: Horse and Camel Racing

GENRE: Sports/racing

Dubai Sports

PARENT COMPANY: DMI(Dubai Media Incorporated)

DATE LAUNCHED: 2003

BASED IN: UAE

LANGUAGE: Arabic

WEBSITE: Dmi.ae

REACH: Global Through Satelite

SATELLITES/ CABLE SERVICES: Arab Sat Badr, Hot Bird and Nile Sat

MEDIA REP MEMS: +971 4 4 54 54 54

VIEWERSHIP NUMBERS: 35,000 (GCC Adults15+)

DEMOGRAPHICS: Age 35+

FLAGSHIP PROGRAMMES: Gulf Cup, UAE National Soccer League, WASL Baskbet Ball League, Golf World Cup Tournament

GENRE: Sports

Dubai TV

PARENT COMPANY: DMI(Dubai Media Incorporated)

DATE LAUNCHED: 2004

BASED IN: UAE

LANGUAGE: Arabic

WEBSITE: Dmi.ae

REACH: Global Through Satellite

SATELLITES/ CABLE SERVICES: Arab Sat Badr, Hot Bird and Nile Sat

MEDIA REP MEMS: +971 4 4 54 54 54

VIEWERSHIP: 2.8 million (GCC Adults15+)

DEMOGRAPHICS: 88% between 15-49 yrs

FLAGSHIP PROGRAMMES: Carpool Karaoke, X Factor, The wheel, The Doctors,

GENRE: Entertaiment, Family, Drama, Romance, Comedy

Euronews

PARENT COMPANY: Euronews SA

HEADQUARTERED: Lyon

NUMBER OF STAFF: 650

LANGUAGE: English, French, German, Italian, Portuguese, Russian and Spanish

SALES: christian.kachacha@euronews.com

+971 4 4313302; +971 50 7143436

Euronews is Europe’s leading international news channel, broadcast 24/7 and boasts 15 distinct language editions. Euronews delivers impartial news trusted by audiences across the world, available in 440 million homes

DEMOGRAPHICS : Premium affluent audience, business leaders, decision makers and frequent travellers

Fatafeat

PARENT COMPANY: Discovery

HEADQUARTERED: Dubai

LANGUAGE: Arabic

GENRE: Food content

REACH: MENA

MEDIA REP: salesrms@rotana.net; rotana.net; +971 4 567 4380; Fatafeat was launched as the first Arabic channel in the Middle East specialised in culinary arts. Broadcasting its programmes to more than 55 million families in 21 Arabic-speaking countries.

DEMOGRAPHICS: Women aged 25-44

Fox News

PARENT COMPANY: News Corp

HEADQUARTERED: New York, USA

FOUNDED: 1996

LANGUAGE: English

GENRE: 24/7 News, Business, Reality and Lifestyle

REACH: USA

VIEWERSHIP: 200 million each month

MEDIA REP: The MediaVantage: +9714 425 3300

Fox Family Movies

PARENT COMPANY: 21st Century Fox

HEADQUARTERED: USA

FOUNDED: 2010

MEDIA REP: IAS Media: +971 4 447 5760

GENRE: Family oriented movie channel

LANGUAGE: English with Arabic subtitles

REACH: MENA

SATELLITES, CABLE SERVICES: Etisalat, BeIN, Ooredoo, My HD, DU, STC, OSN, Mobily

Fox Life

PARENT COMPANY: 21st Century Fox

HEADQUARTERED: USA

FOUNDED: 2004

MEDIA REP: IAS Media: +971 4 447 5760

GENRE: Female-skewed entertainment

FLAGSHIP PROGRAMMES: The Taste, Jamie’s Quick & easy food, Home Team

LANGUAGE: English with Arabic subtitles

REACH: MENA

SATELLITES/ CABLE SERVICES: Etisalat, BeIN, Ooredoo, My HD, DU, STC, OSN, Mobily

Fox Movies

PARENT COMPANY: 21st Century Fox

HEADQUARTERED: USA

FOUNDED: 2008

MEDIA REP: IAS Media: +971 4 447 5760

GENRE: Family movie channel

LANGUAGE: English with Arabic subtitles

REACH: MENA

SATELLITES/ CABLE SERVICES: Etisalat, BeIN, Ooredoo, My HD, DU, STC, OSN, Mobily

Hum Masala (Masala TV)

www.masala.tv

PARENT COMPANY: Hum Network Limited Pakistan

LAUNCHED: November 2006

BASED: Dubai

LANGUAGE: Urdu

Hum MENA

www.hum.tv/hum-mena

PARENT COMPANY: Hum Network Limited Pakistan

LAUNCHED: July 2014

BASED: Dubai

LANGUAGE: Urdu

Hum News

www.humnews.pk

PARENT COMPANY: Hum Network Limited Pakistan

LAUNCHING: May 2018

BASED: Dubai

LANGUAGE: Urdu

As the region becomes increasingly digitally diversified, streaming services will continue to grow at an accelerated pace or consider new areas of consolidation. It is a ‘viewers market’ – where subscribers can watch what they want, wherever they want with minimal commitment. But it also poses challenges for entertainment companies who are competing for their attention – and OSN+ has seen this first-hand how with rising competition in the content streaming industry, and entertainment in general, impacting share of voice and investment strategy.

With so many streaming services available, it can be difficult to capture the attention of viewers and convince them to choose our platform over others. One of the ways in which we achieve this is by personalisation and being hyper-local in our approach, driven by a data-centric strategy. If we can build a trusted loyalty to the product and the derivative channels to increase that sticky subscriber. It is also key that OSN continues to innovate on behalf of its customers, respond to audience engagement, and ensure access to the best content from the region, as well as from some of the biggest global studios, including HBO, Paramount, and NBCUniversal.

content is highly engaging, and we’ve seen that it is engaged with much more than traditional promos and commercial pieces. However, implementing these strategies requires careful planning and execution.

Companies must have a deep understanding of their target audience and what they are looking for in a streaming service, as well as the local culture and customs in the markets they are targeting. They must also understand their competitors and how they are positioning themselves in the market.

To overcome these challenges, companies must focus on building strong relationships with their audience and differentiating themselves from the competition. This can be achieved through tailored content and on-ground marketing activations, as well as a deep understanding of their target audience and competitors.

Experiential activations are another strategy that can help companies stand out in a crowded marketplace. For the House of the Dragon launch in August 2022, the OSN+ marketing team chose to steer away from a traditional cinema setting and instead looked to creative spaces, like the Theatre of Digital Art in Dubai, to create an immersive experience and bring an ‘Instagrammable’

STREAMING AHEAD

Ashley Rite at OSN+ explains the importance of staying on top in an increasingly competitive entertainment market

In the Middle East, competition in the content streaming industry is particularly intense. According to a report by Research and Markets, the revenue from video streaming in the Middle East and North Africa region is expected to reach $3.82 billion by 2024. This is a significant increase from $2.03 billion in 2022, indicating the rapid growth of the industry in the region.

Specifically, the OSN+ marketing team utilises traditional strategies and branding, and combines wide-ranging elements of PR, social media and creative to establish fully holistic campaigns that seek to generate interest in the brand. The team also increases subscriber numbers through fun and engaging promotions of the most premium content in what is fast becoming an extremely competitive and saturated industry.

One of the biggest initiatives I’ve worked hard to instill across all the 360-marketing campaigns is the importance of speaking the language of the product, and that is through content creation. Whether it is an experiential activation, star-studded screenings or influencer partnership, we create bespoke materials that can achieve the reach needed to drive upper funnel activities for both brand and title marketing. The

concept to life. Allowing fans to engage with the content they love most creates a sense of loyalty to the brand, as was the case at the Riyadh Front where OSN+ erected a free tesseract activation to give users and potential viewers the chance to discover some of the platform’s most popular content pieces. These activations create memorable and impactful experiences that can set your platform apart from the competition. This is particularly important in a market like the Middle East, where face-to-face interactions and relationships are highly valued. Understanding your audience segments and the future user is key. By analysing consumer behaviour and engagement on their platform, companies can gain insights into what their audience is looking for and adjust their content and marketing strategies accordingly and execute a multitude of varying engagement activities and other tactics specifically tailored to these segments.

Investing in tailored Originals is also a highly effective way to reach your target audience and differentiate your brand. By creating content that is specific to the interests and preferences of your target market, you can establish a deeper connection with them and increase

engagement. With regional adaptions like the 2022 Arabic adaption of Suits or the OSN+ Original docuseries A Sit Down with Anas ad Hala, the platform aims to cater to the diverse dialects and narratives of the region.

Ultimately, the content streaming industry in the Middle East is booming. There is no denying that the biggest winners in our industry are those that choose to go the extra mile for their customers.

By Ashley Rite, VP, Marketing & Growth at OSN+

‘‘ALLOWING FANS TO ENGAGE WITH THE CONTENT THEY LOVE MOST CREATES A SENSE OF LOYALTY TO THE BRAND.’’

Hum Sitaray

www.humsitaray.tv

PARENT COMPANY: Hum Network Limited Pakistan

LAUNCHED: December 2013

BASED: Dubai

LANGUAGE: Urdu

KSA Sports Channel

PARENT COMPANY : SBA – Saudi Broadcast Authority

HEAD OFFICE : Riyadh, KSA

LANGUAGE: Arabic

GENRE: Local and international sports tournaments and key event

REACH: KSA and Pan Arab

SATELLITES, CABLE SERVICES: Arabsat , Nilesat , Hotbird, STC Integral, Etisalat, Du, Badr, Aloula.sa, Shahid VOD, Twitch

KSA Sports, also called Riyadiya, is a Saudi sports television network that broadcasts football matches, as well as major national/international sporting events, interviews and sports updates.It operates two channels, KSA Sports 1- 2 - 3 - 4.

DEMOGRAPHICS: Male 81% and Female 19%

MEDIA REP: SMC - Riyadh +966 11 9200 35142, Dubai: +971 4 4254285

WEBSITE : www.smc.me

LA7

PARENT COMPANY: Cairo Communication group

HEADQUARTERED: Rome Italy

FOUNDED: 2001

LANGUAGE: Italian

GENRE: News, Current Affairs, Entertainment Programming, Talk Shows, Documentaries

REACH: Italy

MEDIA REP: The MediaVantage: +9714 425 3300

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

M+ Channel

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

Majid

PARENT COMPANY: Abu Dhabi Media

HEAD QUARTERED: Abu Dhabi

LANGUAGE: Arabic

+971 2 445 5555 www.majid.ae

The region’s first and longest-running children channel in the original Arabic IP space. The channel produces original Arabic programming, both animated and live-action. The channel runs 24 hours, having a strong viewership inside and outside the MENA region.

REACH: All Arab countries

AVAILABLE: Nile Sat

DEMOGRAPHICS: 4-14 years old

Manorama News

PARENT COMPANY: Malayala Manorama Group

HEADQUARTERED: India

FOUNDED: 2006

LANGUAGE: Malayalam

GENRE: News

DEMOGRAPHICS: Indian expats in MENA

FLAGSHIP PROGRAMMES: Counter Point, Gulf This Week

MEDIA REP: IAS Media: +971 4 447 5760

REACH: MENA

SATELLITES, CABLE SERVICES: Etisalat, Ooredoo, DU, STC, Mobily, Qatar Cable vision

Mazhavil Manorama Parent company: Malayala

Manorama Group

HEADQUARTERED: India

FOUNDED: 2011

LANGUAGE: Malayalam

GENRE: Malayalam general entertainment

DEMOGRAPHICS: Indian expats in MENA

MEDIA REP: IAS Media: +971 4 447 5760

REACH: MENA

SATELLITES, CABLE SERVICES: Etisalat, Ooredoo, DU, STC, Mobily, Qatar Cable vision

MBC BOLLYWOOD

PARENT COMPANY: MBC GROUP

HEAD OFFICE: Riyadh

FOUNDED: 2013

LANGUAGE: Arabic dubbed; Hindi (Arabic Subtitles)

GENRE: Bollywood

AVAILABLE ON: Arabsat, Nilesat, beIN, Etisalat, Du, Shahid VIP, OSN, GOBX Offers viewers a combination of Bollywood content with culturally relevant daily drama series from India with an Arabised interface.

FLAGSHIP PROGRAMMES: Monday Star of the Month Theme Night, Tuesday

Premiere Movie Night, Arabic dubbed Indian drama series.

RATE CARD: contact us at hello@mms.net

WEBSITE: www.mms.net

MBC MASR

PARENT COMPANY: MBC GROUP

HEAD OFFICE: Egypt. YEAR FOUNDED: 2012

LANGUAGE: Arabic

GENRE: General Entertainment .

REACH: MENA

AVAILABLE ON: Arabsat, Nilesat, OSN, Shahid

MBC MASR offers locally relevant entertainment premium content catering for the local Egyptian market.

FLAGSHIP SHOWS: Al Hekaya – Yahdoth Fi Masr – Masrah Masr to name a few

RATE CARD: contact us at hello-egypt@mms.net

MEDIA REP: MBC Media Solutions

WEBSITE: www.mms.net

CONTACT NUMBER: +20221254800

FIRE MANAGEMENT MADE SIMPLE

Mindshare MENA’s Rommel El Bittar explains how to succeed in today’s video advertising world

As an industry, digital video advertising is, to put it mildly, smoking hot. In the Middle East, it’s on fire. And during Ramadan, it’s ablaze.

By Rommel El Bittar, Regional Planning Director at Mindshare MENA

Globally, digital video advertising is growing at an average rate of 30 per cent year on year, and its momentum will keep going until 2031 at least. The MENA region, meanwhile, outstrips global trends, having the highest number of connected devices per household, the highest number of digital subscription services, stratospheric VOD penetration and some of the highest social media consumption rates anywhere. In short, this fire isn’t going away any time soon.

The industry’s high state of flux – propelled by emerging technologies, escalating internet penetration and speeds, the proliferation of platforms and devices, shifting consumer preferences and more – presents both challenge and opportunity. For those who get it right, the rewards are tremendous; for those who get it wrong or don’t get it at all, the results can be crushing.

How do we make all this promise and potential work for us? I believe there are at least four core areas we as an industry –brands, agencies and practitioners – must crack if we want to better manage that fire as a tool for the long-term success of our businesses, our ecosystem and larger community.

First is effectiveness. There is simply no substitute for platform-specific content. It may sound like a no-brainer, but I think many of us are still planning our video campaigns based on wishful thinking that a one-size TVC fits all. It doesn’t.

Consumer behaviour – their needs and expectations – is responsible for the proliferation of platforms and their capabilities like VODs, OTTs, Amazon Prime Video, Snapchat and so much more. Consumers demand access on their own terms, on any device they want, to content they want – and they know exactly what they do not want. We must be clear on the distinctive and unique capabilities of platforms from YouTube, YouTube Shorts, and Instagram Reels to TikTok, Meta, Netflix, outdoor digital, etc and provide content that is fit for both platform and purpose, not merely fit for format and length and other basics.

We must create content that resonates across multiple screens and formats, personalised and contextual advertising that delivers a message that is relevant to our consumer at that moment and on that screen.

Second is exchange. Consumers give us their time. What do we give them in return? They value entertainment, education,

personalisation, authenticity and relatability, micro-influencers over mega-influencers and more real-world human content. They do not want to be sold to. Are we aligned to this? How well are we doing with not just providing value but values?

Evolution is also a critical factor. We have seen platforms evolve to provide a multiplicity of services, from helping brands create, edit and target content to best fit their parameters and client needs. We’ve also seen evolving partnerships between platforms and production houses, and evolving access. The partnership between social platforms and the likes of MMS and Rotana is a great example of how social media platforms are working with traditional media houses to provide an exclusive platform for them to showcase their content.

Brands no longer need blockbuster budgets to have successful presence in vertical video, and now have an unprecedented ability to work directly with creators to integrate brands into content in more natural and seamless ways, along with new pathways to engage with and understand target audiences.

Much has been said about the threat of ad-free premium subscriptions, but the truth is subsidised, and free content still wins. Content is king, yes, but cost is queen – and brands will follow where audiences go.

Finally, are we efficient? Allocating budgets across platforms in the hope that some traction is better than none isn’t enough any more, especially when there are better alternatives available. We must constantly be looking for ways to better monitor what’s working and what isn’t in our digital strategy and be able to both measure performance in the short term and adapt and deploy quickly in response.

At Mindshare, we’re working to combine video across different screens/platforms to expand reach and effectiveness no matter the budget, market, project or media plan. Our video-neutral planning tools determine what works best depending on the campaign objective and optimise budget allocation across different platforms to drive effective reach – it also allows us to test all available media options in real time so that we and our brands can make better decisions about where to spend media dollars and achieve greater effectiveness and efficiency.

All of us who work in video are on a journey to engage, acquire and retain audiences in a fast-changing and complex environment. I believe that if we lead in these four areas, we can direct, manage and sustain this fire well into the future, regardless of what the future holds.

“For those who get it right, the rewards are tremendous; for those who get it wrong or don’t get it at all, the results can be crushing.”

MBC ACTION

PARENT COMPANY: MBC GROUP

HEAD OFFICE: Riyadh

YEAR FOUNDED: 2007

LANGUAGE: English (with Arabic subtitles) and Arabic

GENRE: Western entertainment, Arabic reality shows & sports shows.

REACH: MENA

AVAILABLE ON: Arabsat, Nilesat, OSN, Shahid, Etisalat, Du, GOBX

An action-packed channel that targets young Arabs. It delivers local programming from cars to trending news to lifestyle and the best in high-octane western series, sports entertainment, action movies and factual reality shows, keeping the youth buzzing around the clock to suit the fast-paced lifestyle of the youth, scheduled to suit a fast-paced lifestyle.

FLAGSHIP PROGRAMMES: Action Ma3 Waleed, Formula 1, WWE, Japanese Anime, Hollywood action movies.

RATE CARD: contact us at hello@mms.net

WEBSITE: www.mms.net

MBC DRAMA

PARENT COMPANY: MBC GROUP

HEAD OFFICE: Riyadh

YEAR FOUNDED: 2010

BASED IN: Riyadh

LANGUAGE: Arabic

GENRE: Arabic Series

REACH: MENA

AVAILABLE ON: Arabsat, Nilesat, OSN, Shahid VIP, Etisalat, Du, GOBX

A family entertainment channel dedicated to Arabic drama series 24/7.

FLAGSHIP SHOWS: Hayati Methalya, Majareeh, Kizbat April & Al Zind

RATE CARD: contact us at hello@mms.net

MEDIA REP: MBC Media Solutions

WEBSITE: www.mms.net

ADDRESS: Riyadh, Dubai & Egypt

MBC IRAQ

PARENT COMPANY: MBC GROUP

HEAD OFFICE: Iraq

YEAR FOUNDED: 2019

BASED IN: Iraq

LANGUAGE: Arabic (mainly Iraqi, but also Syrian and Egyptian)

GENRE: General Entertainment

REACH: MENA

AVAILABLE ON: Arabsat, Nilesat, OSN, Shahid VIP, Etisalat, Du, GOBX

A premium general entertainment television channel, broadcasting a diverse selection of content suitable for the entire Iraqi family, consisting of Iraqi and regional productions.

FLAGSHIP SHOWS: Al Mutamared, Khan Al Thahab & Hamoud Helow

RATE CARD: contact us at hello@mms.net

MEDIA REP: MBC Media Solutions

WEBSITE: www.mms.net

ADDRESS: Riyadh, Dubai & Egypt

MBC2

PARENT COMPANY: MBC GROUP

HEAD OFFICE: Riyadh. YEAR FOUNDED: 2003

LANGUAGE: English (Arabic subtitled)

GENRE: Western Movies. REACH: MENA

AVAILABLE ON: Arabsat, Nilesat, OSN, Etisalat, Du, GOBX

The leading movie channel in the Middle East and North Africa region. It offers a wide range of Hollywood movies, blockbusters, and more. It is the number one destination for movies in the region.

RATE CARD: contact us at hello@mms.net

MEDIA REP: MBC Media Solutions

WEBSITE: www.mms.net

MBC MAX

PARENT COMPANY: MBC GROUP

HEAD OFFICE: Riyadh

YEAR FOUNDED: 2008

BASED IN: Riyadh

LANGUAGE: English (Arabic Subtitled)

GENRE: Western movies

REACH: MENA

AVAILABLE ON: Arabsat, Nilesat, OSN, Etisalat, Du, GOBX

Max is the home of romcoms, comedies and dramas that our audience loves but we›ve added more variety, more action and more edge-of-your-seat thrills in our upcoming line up. Love Movies, Love MAX

RATE CARD: contact us at hello@mms.net

MEDIA REP: MBC Media Solutions

WEBSITE: www.mms.net

ADDRESS: Riyadh, Dubai & Egypt

MBC1

PARENT COMPANY: MBC GROUP

HEAD OFFICE: Riyadh YEAR FOUNDED: 1991

LANGUAGE: Arabic

GENRE: General Family Entertainment

REACH: MENA

AVAILABLE ON: Arabsat, Nilesat, OSN, Shahid VIP, Etisalat, Du, GOBX

The Arab family’s favourite entertainment channel. Offering a diverse ranged of premium content, from drama series and gameshows to international formats & local social talk shows.

FLAGSHIP SHOWS: TOP CHEF, Arab’s Got Talent, The Voice, Idol

RATE CARD: contact us at hello@mms.net

MEDIA REP: MBC Media Solutions

WEBSITE : www.mms.net

MBC3

PARENT COMPANY: MBC GROUP

HEAD OFFICE: Riyadh

YEAR FOUNDED: 2004

BASED IN: Riyadh

LANGUAGE: Arabic & English

GENRE: Kids edutainment

REACH: MENA, USA and Europe

AVAILABLE ON: Arabsat, Nilesat, OSN, Shahid, Etisalat, Du, GOBX

MBC3 is the leading kids’ edutainment channel in Middle East and North Africa (MENA) region.

FLAGSHIP SHOWS: Tassali, Tawasol & a mix of the biggest kid’s blockbuster titles.

RATE CARD: contact us at hello@mms.net

MEDIA REP: MBC Media Solutions

WEBSITE: www.mms.net

ADDRESS: Riyadh, Dubai & Egypt

MBC4

PARENT COMPANY: MBC GROUP

HEAD OFFICE: Riyadh.

YEAR FOUNDED: 2005

LANGUAGE: Arabic, English (Arabic subtitled)

GENRE: General entertainment with a focus on women.

REACH: MENA

AVAILABLE ON: Arabsat, Nilesat, OSN, Shahid, Etisalat, Du, GOBX

The Arab world’s first channel geared towards women’s interests. Includes Arabic dramas, unscripted format shows like Beauty match, dubbed Turkish series simultaneously with their airing in Turkey, and format adaptations. It also broadcasts Western entertainment shows and international dramas dubbed /subtitled into Arabic.

FLAGSHIP SHOWS: Stiletto, Arous Beirut, Turkish dubbed series and adaptations such as Arabs Got Talent

RATE CARD: contact us at hello@mms.net

WEBSITE: www.mms.net

BATEEL’S OSCARS GOODIE BAG CAMPAIGN ‘WORTH MILLIONS OF DOLLARS’ IN PR VALUE

Duncan Muir, Senior Director of F&B and Retail at Bateel International, explains to Campaign Middle East’s Justin Harper how his dates made the global stage

Actors and celebrities got a taste of the Middle East recently at the prestigious Oscars ceremony in Hollywood. Bateel dates were included in the nominee gift bags, which have become famous for their lavish items inside.

Bateel started conversations with the agency that manages the ‘Everyone Wins’ gift bag more than over a year ago and specifically spoke in-depth about its sustainable farming methods, organic produce and luxury packaging.

Duncan Muir, Senior Director of F&B and Retail at Bateel International, said:

“To be associated with the Academy Awards is an aspirational achievement for any brand, so when the opportunity arose to be featured in the nominee gift bag, we were delighted to participate”.

“Being a home-grown Saudi brand, headquartered in the UAE, we are immensely proud to have represented the quality of produce from this region on a global stage”. Bateel has grown rapidly

over the last few years and now operates 19 franchise locations across the globe.

“The response has been quite overwhelming; we have seen media coverage across news channels, print publications, online and social media from the US to China. Articles are still being published each day and while we are preparing our final coverage report, we estimate the PR value is worth millions of dollars,” said Muir.

This year’s star-studded nominees included Austin Butler, Colin Farrell, Cate Blanchett, Michelle Williams, Michelle Yeoh and Steven Spielberg. “We are truly proud of this collaboration and, importantly, it has had an incredible impact on sales,” he added. Bateel uses a blended approach of in-house experts and a PR agency to support its search for global coverage opportunities.

Talking about the objectives of the campaign, Muir said: “Coupled with our fast-growing e-commerce platform, bateel.com, it became a necessity that

our marketing campaigns had a global reach to support our fast-growing sales channels. The objective was to be associated with an event which could achieve this reach and gain media attention internationally”.

The specially curated gift resulted in tremendous word of mouth for the brand, and is something Bateel would like to repeat next year. “Without a doubt, we would be delighted to continue this partnership and to also explore collaborations with other prestigious events and partners.

The same date gifts are on sale in the UAE and Saudin Arabia. Once the news broke locally, its collection sold out very quickly. The ‘Abriz drawer’, or the ‘Gift for the Stars’ as Bateel refers to it, was the packaging of choice. The packaging (pictured) is individually hand painted by artisan craftsmen.

A forward-thinking brand, Bateel works with social media influencers across the globe, but with a clear strategy. “As authenticity and quality are two of our core brand values, it is essential we are aligned on this outlook before we embark on any collaboration. Many of our affiliates are already loyal Bateel fans who have grown up with our products in their homes”.

Recently Bateel collaborated with Lebanese-Saudi mountaineer Nelly Attar. “The collaboration with Nelly was initiated by her genuine love for our brand as our dates and gourmet products had been a part of her childhood traditions. It is meaningful connections like this, which ensure our content is authentic and true”.

Ramadan was an incredibly busy time for Bateel, and its farms and factories worked around the clock to fulfil the huge influx of orders, as people prepared for their Ramadan traditions and gifting needs. Each year it develops new custom-made packaging and products for the occasion. New additions to its assortment included Khidri stuffed dates with apricot, and Date Chocolate Delice.

Duncan Muir, Senior Director of F&B and Retail at Bateel International

MTV India

OWNERSHIP : Viacom 18 Media Pvt. Ltd.

HEAD OFFICE : Viacom 18 Media Pvt. Ltd, Mumbai, India.

MEA: IndiaCast Media Distribution, Dubai Media City, Dubai.

FOUNDED: 2012 in Middle East & Africa

LANGUAGE: Hindi & English

GENRE: Music, Reality shows and youth culture programming

REACH: Key countries include UAE and GCC countries, Kenya, Tanzania, Uganda, Mauritius, Madagascar & Indian Ocean islands, and almost across the ME&A region with our OTT partnership.

SATELLITES, CABLE SERVICES: elife TV, du, YuppTV

MEDIA REP: Indiacast Media Distribution Pvt. Ltd.

WEBSITE : www.indiacast.com

National Geographic Abu Dhabi

PARENT COMPANY: The Walt Disney Company and Abu Dhabi Media

HEAD QUARTERED: Abu Dhabi

FOUNDED: 2009

LANGUAGE: Arabic

CONTENT: Factual content – scripted, hybrid, features, specials, documentaries. .

FLAGSHIP PROGRAMMES: Primal Survivor, Banged up abroad, From Above, Lost Treasure of Egypt, Running Wild with Bear Brylls, Brain Games, The Hot Zone, SALES: Sanjeev James (+971 55 992 8206); Marlain Daniel (+971 50 366 7096)

News 18

PARENT COMPANY: Network 18 Group

HEAD OFFICE: Noida, India and Dubai, UAE

NUMBER OF STAFF : 07 in Dubai Office

FOUNDED : 2014 in Middle East & 2019 in Africa

LANGUAGE: English

REACH: UAE, Qatar, Mauritius, Madagascar, Reunion & Indian Ocean islands.

SATELLITES, CABLE SERVICES: eLife TV , du & Oreedoo

MEDIA REP: Indiacast Media Distribution Pvt. Ltd.

WEBSITE : www.indiacast.com

ADDRESS: Office No. 213, Loft office 2B, Dubai Media City, Dubai

CONTACT NUMBER : +971 43679890

EMAIL SALES: sheetal.mehra@indiacast.com

OSN Showcase

PARENT COMPANY: OSN

HEAD OFFICE: Dubai

NUMBER OF STAFF:

FOUNDED: 2009

LANGUAGE: English (and Arabic subtitles)

GENRE: Series, Documentaries and Films

REACH: MENA

SATELLITES, CABLE SERVICES: OSN Box, Telco Partnerships in most countries

OSN Movies Premiere

PARENT COMPANY: OSN

HEAD OFFICE: Dubai

YEAR FOUNDED: 2009

LANGUAGE: English (and other languages) with Arabic Subtitles

GENRE: Movies

REACH: MENA

SATELLITES, CABLE SERVICES: OSN Box, Telco Partnerships in most countries

Noor Dubai

PARENT COMPANY: Dubai Media Incorporated

FOUNDED: 2009

BASED IN: UAE

LANGUAGE: Arabic

WEBSITE: www.dmi.ae

REACH: GCC

SATELLITES, CABLE SERVICES: Arabsat, Nilesat, Etisalat, DU

TEL: 9714 454 54 54

E-MAIL: mems@choueirigroup.com

VIEWERSHIP: 5K

DEMOGRAPHICS: Age 35+

FLAGSHIP PROGRAMMES: Balsam ( Health program), Al Bath al Moubasher (Live Program), Al Salifa Wa ma Fiha ( Social Program), Rouhak Riyadiya

GENRE: General / Cultural

OSN Movies Action

PARENT COMPANY: OSN

HEAD OFFICE: Dubai

YEAR FOUNDED: 2009

LANGUAGE: English (and other languages) with Arabic Subtitles

GENRE: Movies

REACH: MENA

SATELLITES, CABLE SERVICES: OSN Box, Telco Partnerships in most countries

OSN Movies Hollywood

PARENT COMPANY: OSN

HEAD OFFICE: Dubai

YEAR FOUNDED: 2009

LANGUAGE: English (and other languages) with Arabic Subtitles

GENRE: Movies

REACH? MENA

SATELLITES, CABLE SERVICES: OSN Box, Telco Partnerships in most countries

OSN Comedy

PARENT COMPANY: OSN

HEAD OFFICE: Dubai

YEAR FOUNDED: 2009

LANGUAGE: English with Arabic Subtitles

GENRE: Series

REACH: MENA

SATELLITES, CABLE SERVICES: OSN Box, Telco Partnerships in most countries

OSN Series Prime

PARENT COMPANY: OSN

HEAD OFFICE: Dubai

YEAR FOUNDED: 2009

LANGUAGE: English with Arabic Subtitles

GENRE: Series

REACH: MENA

SATELLITES, CABLE SERVICES: OSN Box, Telco Partnerships in most countries

OSN

Family

PARENT COMPANY: OSN

HEAD OFFICE: Dubai

YEAR FOUNDED: 2009

LANGUAGE: English with Arabic Subtitles

GENRE: Movies

REACH: MENA

SATELLITES, CABLE SERVICES: OSN Box, Telco Partnerships in most countries

OSN Kids

PARENT COMPANY: OSN

HEAD OFFICE: Dubai

YEAR FOUNDED: 2009

LANGUAGE: English with Arabic Subtitles

GENRE: Kids Series

REACH: MENA

SATELLITES, CABLE SERVICES: OSN Box, Telco Partnerships in most countries

OSN Mezze

PARENT COMPANY: OSN

HEAD OFFICE: Dubai

YEAR FOUNDED: 2009

LANGUAGE: English with Arabic Subtitles

GENRE: Lifestyle, General Entertainment

REACH: MENA

SATELLITES, CABLE SERVICES: OSN Box, Telco Partnerships in most countries

OSN Living

PARENT COMPANY: OSN

HEAD OFFICE: Dubai

NUMBER OF STAFF:

YEAR FOUNDED: 2009

LANGUAGE: English with Arabic Subtitles

GENRE: Lifestyle, General Entertainment

REACH: MENA

SATELLITES, CABLE SERVICES: OSN Box, Telco Partnerships in most countries

OSN News

PARENT COMPANY: OSN

HEAD OFFICE: Dubai

YEAR FOUNDED: 2009

LANGUAGE: English with Arabic Subtitles

GENRE: News

REACH: MENA

SATELLITES, CABLE SERVICES: OSN Box, Telco Partnerships in most countries

OSN Yahala

OWNERSHIP / PARENT COMPANY: OSN

HEAD OFFICE: Dubai

NUMBER OF STAFF:

YEAR FOUNDED: 2009

LANGUAGE: Arabic

WHAT SORT OF CONTENT DOES IT BROADCAST? Series

WHICH COUNTRIES DOES IT REACH? MENA

SATELLITES, CABLE SERVICES: OSN Box, Telco Partnerships in most countries

OSN Yahala Bil Arabi

PARENT COMPANY: OSN

HEAD OFFICE: Dubai

YEAR FOUNDED: 2009

LANGUAGE: Arabic and Turkish

GENRE: Series

REACH: MENA

SATELLITES, CABLE SERVICES: OSN Box, Telco Partnerships in most countries

Proseiben

PARENT COMPANY: Goldbach Group

HEADQUARTERED: Unterföhring, Germany

FOUNDED: 1983

LANGUAGE: German

GENRE: News, Business, Reality, Sport and Lifestyle

REACH: Germany, Austria, Switzerland, Liechtenstein, Poland

MEDIA REP: The MediaVantage: +9714 425 3300

OSN Yahala Aflam

PARENT COMPANY: OSN

HEAD OFFICE: Dubai

YEAR FOUNDED: 2009

WHAT COUNTRY IS IT BASED IN: UAE

LANGUAGE: Arabic

WHAT SORT OF CONTENT DOES IT BROADCAST? Movies

WHICH COUNTRIES DOES IT REACH? MENA

SATELLITES, CABLE SERVICES: OSN Box, Telco Partnerships in most countries

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 is dedicated to featuring the best movies from around the Arab world that appeals to its diverse audience. 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;

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.

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 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

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

Sama Dubai

PARENT COMPANY: Dubai Media Incorporated

LAUNCHED: 2005

HEADQUARTERED: UAE

LANGUAGE: Arabic

www.dmi.ae

MEDIA REP: MEMS: +971 4 454 5454; mems@choueirigroup.com

REACH: GCC Middle East and Africa

VIEWERSHIP: 286,000 (GCC Adults 15+)

DEMOGRAPHICS: 74 per cent aged 15-44

FLAGSHIP PROGRAMMES: Qisat Najah, Sinarist, Al Darfa, 971

SBC Channel

PARENT COMPANY: SBA – Saudi Broadcast Authority

HEAD OFFICE: Riyadh, KSA

LANGUAGE: Arabic

GENRE: An entertainment and family channel

REACH: KSA and Pan Arab

SATELLITES, CABLE SERVICES: Arabsat , Nilesat , Hotbird, STC Integral, Etisalat, Du, Badr, Aloula.sa, Shahid VOD, Twitch

The channel broadcasts exclusive content including films, talk shows, series and cooking programmes. Targeting young viewers, the channel projects a modern image of the Kingdom throughout their programming, key pillars such as education, healthcare construction and tech developments.

Sony Entertainment Television

PARENT COMPANY: Sony Pictures Networks India

HEADQUARTERED: India

FOUNDED: 1995

LANGUAGE: Hindi

GENRE: General entertainment

MEDIA REP: IAS Media: +971 4 447 5760

FLAGSHIP PROGRAMMES: The Kapil Sharma Show, Kaun Banega Crorepati, Shark Tank India, MasterChef India

Flavours of Ramadan, Indian Idol, India’s Got Talent,

DEMOGRAPHICS: 6.5 million+ South Asian expats in the Middle East

REACH: MENA

SATELLITES, CABLE SERVICES: Etisalat, DU, Ooredoo

HOW DO YOU ENSURE CONTENT STAYS FRESH AND RELEVANT?

As a newly combined company, we have an enormous library of content to offer our audiences. But we believe that in order to stay fresh and relevant in the region, it’s crucial to have locally relevant content next to our international offerings. The best way to build a robust collection of local content is by understanding regional audiences’ needs. Therefore, we conduct regular consumer research to understand better what sparks their interest and keeps them engaged.

‘LOCALISATION IS CRUCIAL FOR US’

During research focusing on Fatafeat, the biggest food channel of the Arab entertainment world, we found that more and more of our consumers are turning to digital content as a preferred source of entertainment. We leverage agility to sustain relevance. Hence, for this year’s edition of our annual Ramadan campaign, we’ve created over 100 digital assets in tandem with our stirring line-up of shows for linear viewing. It is also a known fact that today’s consumers’ attention span is as short as eight seconds, so we made sure to keep them engaged throughout Ramadan by creating snippets from the show and creative ‘hands and pans’ food tutorials on our website and across social media platforms.

HOW IS WARNER BROS ADAPTING TO CHANGING CONSUMER HABITS?

There is a booming new wave of consumers who want to watch content whenever and wherever. Since the Warner Bros Discovery merger, we have been in a unique position to serve them

By Grigory Lavrov, VP Marketing, Local Brands & Franchise Management in CEE & MENAT at Warner Bros. Discovery

our rich plethora of content in the homegrown platforms of local partners who have an innate understanding of the market that we are tapping into. Agility has been integral to us in adapting and responding to the evolving entertainment landscape and consumer needs to sustain our company’s success and leadership in the entertainment industry.

The challenges our world faced in the last years have also inspired consumers to gravitate towards nostalgia as a form of escape and entertainment. As a company with legacy brands (such as the hit sitcom Friends, Harry Potter and DC movies) spanning 100 years, we are well-positioned to engage consumers of the entertainment industry in this respect. An example where we’ve succeeded includes remaking the classic A Star is Born which was a box office success that has won numerous Academy Awards in 2019. A more recent example is our production of a successful series from the storyline of the popular videogame The Last of Us which saw staggering viewership demand in the region through our long-term partner OSN.

Another trend we saw is that consumers do not just like to watch content, they like to immerse themselves in real life into the world of their favourite shows and movies on screen. This is why, in celebration of Warner Bros’s centennial anniversary, we are hosting an all-out celebration party in Warner Bros World Abu Dhabi with a whirlwind of performances and a parade of fan-favourite characters. We will also enable our fans in Dubai to relive some of the greatest moments in our entertainment history through a candlelight concert, ‘Candlelight: 100 Years of Warner Bros’ where we will bring to life score tracks from some of our most celebrated films and television series, including songs from Friends, A Star Is

Born, Willy Wonka, Purple Rain, The Wizard of Oz, and many more. WHAT NEW FORMATS ARE YOU EXPLORING?

We’re always looking for ways to innovate our content. Last year, we tried a couple of new formats, one of which is Escape Kitchen. Additionally, we’re working on a new local production for our popular lifestyle channel, TLC. Many of our international TLC formats perform exceptionally well in the region, as reality TV has significant demand here.

Localisation is crucial for us now and in the future, as we want to relate to and resonate with our audience as much as possible. Last year, in partnership with Starzplay, we launched Say Yes to the Dress Arabia

We used the same globally loved format with a region-based host and brides. The show trended on the platform and was among the bestrated shows at its launch in February of last year.

WHAT CAN WE LOOK FORWARD TO FROM THE NEW SHOW SWEET OBSESSIONS?

Sweet Obsessions will follow the life of Chef Chahrazad, a renowned food influencer, as she showcases her baking talents while giving viewers a glimpse of her life and the obstacles she has overcome to become a successful chef. From her passion for baking to her unwavering determination, Sweet Obsessions is a sweet journey that will inspire viewers.

Meanwhile, Escape Kitchen guarantees an adrenaline-pumping, mouth-watering, and fun-filled show, as it puts our celebrity chefs to the ultimate test in terms of their culinary skills and agility, teamwork, and cognitive capabilities.

Warner Bros Discovery’s Grigory Lavrov explains the importance of keeping it local when it comes to content

Sony Max

PARENT COMPANY: Sony Pictures Networks India

HEADQUARTERED: India

FOUNDED: 1999

LANGUAGE: Hindi

GENRE: Blockbuster movies from Indian Cinema

MEDIA REP: IAS Media: +971 4 447 5760

DEMOGRAPHICS: 6.5 million+ South Asian expats in the Middle East

REACH: MENA

AVAILABLE THROUGH: Etisalat, DU, Ooredoo

Star Movies

PARENT COMPANY: 21st Century Fox

HEADQUARTERED: USA

MEDIA REP: IAS Media: +971 4 447 5760

GENRE: Hollywood movies

DEMOGRAPHICS: Audiences across all nationalities

LANGUAGE: English with Arabic subtitles

REACH: MENA

AVAILABLE THROUGH : Etisalat, BeIN, Ooredoo, My HD, DU, STC, OSN, Mobily

Sony SAB

PARENT COMPANY: Sony Pictures Networks India Pvt Ltd

HEADQUARTERED: India

FOUNDED: 1999

LANGUAGE: Hindi

GENRE: Family oriented comedy shows

MEDIA REP: IAS Media: +971 4 447 5760

FLAGSHIP PROGRAMMES: Tarak Mehta ka Oolta Chashma, Wagle Ki Duniya, Goodnight India

DEMOGRAPHICS: 6.5 million+ South Asian expats in the Middle East

REACH: MENA

AVAILABLE THROUGH: Etisalat, DU, Ooredoo

Spacetoon

PARENT COMPANY: GNAM

HEADQUARTERED: Dubai

FOUNDED: 2000

LANGUAGE: Arabic

GENRE: Animation shows (series & movies)

REACH: MENA

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.

Sport24

PARENT COMPANY: IMG

HEADQUARTERED: London, UK

FOUNDED: 2012

LANGUAGE: English

GENRE: 24/7 Global Sport

REACH: Global

MEDIA REP: The MediaVantage: +9714 425 3300

STAR BHARAT ME

GENRE: Series, movies and locally created content

PARENT COMPANY: STAR India (subsidiary of The Walt Disney Company)

BASED: Dubai, UAE

LANGUAGE: Hindi (subtitled in English)

GEOGRAPHICAL REACH: Middle East, East Africa, Seychelles, SEA, Sri Lanka, Maldives & Singapore

MEDIA REP: Anjali Desai - Anjali.Desai@disney.com

Saudi TV1 Channel

PARENT COMPANY: SBA – Saudi Broadcast Authority

HEAD OFFICE : Riyadh, KSA

FOUNDED : 1965

LANGUAGE : Arabic

GENRE: cultural, political, economic issues, religious programs.

REACH: KSA and Pan Arab

SATELLITES, CABLE SERVICES: Arabsat , Nilesat , Hotbird, STC Integral, Etisalat, Du, Badr, Aloula.sa, Shahid VOD, Twitch

The Channel Broadcasts various programs around the clock in order to serve national goals “awareness” education and “entertainment” and to consolidate authentic teachings and traditions while highlighting the Saudi development

VIEWER DEMOGRAPHICS: Male 52% and Female 48%

FLAGSHIP PROGRAMMES : Fi Al Alan talk show, Min Al Saudia, Nass logiya, Sabah Saudia, Rahal program. Business details

MEDIA: SMC - Riyadh Office +966 11 9200 35142

JEDDAH OFFICE CONTACT: +966 12 6572323

STAR PLUS ME HD

GENRE: Hindi general Entertainment channel featuring the best of series, movies, reality shows and locally created content

PARENT COMPANY: STAR Asianet Middle East

BASED: Dubai, UAE

LANGUAGE: Hindi (subtitled in English)

GEOGRAPHICAL REACH: Middle East, East Africa, and Seychelles

MEDIA REP: Anjali Desai - Anjali.Desai@disney.com

STAR VIJAY INTERNATIONAL

GENRE: Tamil general Entertainment channel featuring the best of series, movies, reality shows and locally created content

PARENT COMPANY: STAR Asianet Middle East

BASED: Dubai, UAE

LANGUAGE: Tamil

GEOGRAPHICAL REACH: Middle East, East Africa, Seychelles, Mauritius, Maldives & Singapore

MEDIA REP: Anjali Desai - Anjali.Desai@disney.com

Star World

PARENT COMPANY: 21st Century Fox

HEADQUARTERED: USA

MEDIA REP: IAS Media: +971 4 447 5760

GENRE: Hollywood TV shows

DEMOGRAPHICS: Audiences across all nationalities

LANGUAGE: English with Arabic subtitles

REACH: MENA

AVAILABLE THROUGH: Etisalat, BeIN, Ooredoo, My HD, DU, STC, OSN, Mobily

Over-the-top (OTT) platforms are trending and preferred by a lot of people around the world. During the pandemic, when industries were struggling to survive, the OTT industry bloomed. Due to the large variety of entertainment only a few clicks away, people flocked to OTT platforms on their preferred devices and usage increased dramatically.

By the end of 2022, according to Brightcove the number of Video-on-Demand and OTT media subscribers in the MENA region was projected to be 15 million. By 2027, the global OTT industry is estimated to be worth just over $1 trillion. Clearly, there is no looking back.

With such a presence in people’s lives, OTT platforms are influencing audience interest in many ways – shopping according to a lead character’s outfit choices, visiting particular destinations where a certain series was filmed, or discovering older music because of a popular show’s soundtrack.

This craze following OTT shows is no less prominent in the GCC. In fact, audiences in this region are influenced by OTT platforms more than any other region in the world. This is largely due to the GCC’s high internet penetration – a solid 98 per cent compared to the 64.4 per cent average across the world.

WHAT DOES THIS MEAN FOR SEARCH TRENDS?

As audiences flock to OTT platforms, their search trends are likewise being influenced. A few examples:

Tracksuits saw a similar trend surge due to Squid Game, as did the tourism industry when audiences started searching for destinations they saw on OTT platforms. But one question remains – how can brands leverage this trend?

BE ALWAYS-ON ON SEARCH

An always-on approach on Google Search campaigns will help brands ensure they do not lose out on any opportunity or search trends happening online. The always-on approach helps understand the current search trends, which in turn helps brands know where to shift their focus. Since we know that almost 15 per cent of searches online are for new terms, identifying trends allows brands to expand their current keyword bucket list with additional similar keywords. By doing so, brands can ensure that all opportunities and queries are covered in their search campaign.

KNOW WHAT’S TRENDING

Have a dedicated team or agency that is always on hand, helping you keep track of the trends and which would be best to leverage for your brand’s business.

LEVERAGE SOCIAL MEDIA PLATFORMS

Once a valid trend is identified, jump on it across social media platforms and share similar products offered by your brand to influence the audience to purchase or know more.

When Bridgerton premiered, the number of searches for corsets rose significantly. In the GCC, many were searching for similar keywords to corset on Google. Corsets have also taken the fashion world by storm, trending across runways and resurging as a modern style staple.

OTT CONTENT IS THE NEW GLOBAL INFLUENCER

CREATE A CONTENT HUB ON YOUR WEBSITE

Apart from spending money on marketing products online, brands should also start building their website with organic content, featuring content for trending products and sharing similar styles for the audience to explore. With your website as a one-stop content hub, linking to where you can buy these products (in the case of a non-eCommerce website) will be a seamless experience and might help in increasing sales as well.

In order for any brand to be seen or engaged with by its audience, it is important for it to be on top of the latest trends and to leverage the same with a unique and innovative approach.

OTT platforms like Netflix have announced allowing ads on basic subscriptions and have also reduced the price which will be a game changer for a lot of brands. This is currently rolled out across 12 countries (Australia, Brazil, Canada, France, Germany, Italy, Japan, Korea, Mexico, Spain, the UK and the US). It is expected to be launched in more countries over time.

The Bridgeton and Squid Game series are classic examples of OTT formats influencing and originating fashion trends, allowing brands in the fashion industry to succeed through their brand positioning and connect with their audiences even more. Awareness of and connection to OTT platforms is, along with the given tips on leveraging their success, a real game changer for any brand in any industry.

By Pooja Suvarna, Manager – Digital Media, Mediaplus Middle East

Mediaplus Middle East’s Pooja Suvarna explains why over-thetop content is the new global influencer with four essential tips on how brands can leverage this trend globally.

Google Searches for ‘Corsets’

STAR GOLD INTERNATIONAL

GENRE: World’s favourite Bollywood movie channel featuring the biggest blockbusters and biggest stars

PARENT COMPANY: STAR India (subsidiary of The Walt Disney Company)

BASED: Dubai, UAE

LANGUAGE: Hindi (subtitled in English)

GEOGRAPHICAL REACH: Middle East, Africa, Indian Ocean, SEA, Sri Lanka, Maldives & Singapore

MEDIA REP: Anjali Desai - Anjali.Desai@disney.com

Telecinco

PARENT COMPANY: Mediaset

HEADQUARTERED: Madrid, Spain

FOUNDED: 1988

LANGUAGE: Spanish

GENRE: News, Business, Sport and Lifestyle

REACH: Spain

MEDIA REP: The MediaVantage: +9714 425 3300

TF1

PARENT COMPANY: TF1 Group

HEADQUARTERED: Paris, France

FOUNDED: 1975

LANGUAGE: French / Arabic

GENRE: 24/7 News, Business, Reality , Sport and Lifestyle

REACH: France

MEDIA REP: The MediaVantage: +9714 425 3300

Thikrayat Channel

OWNERSHIP / PARENT COMPANY : SBA – Saudi Broadcast Authority

HEAD OFFICE : Riyadh, KSA

YEAR FOUNDED : 2020

LANGUAGE: Arabic

GENRE: Saudi Culture

REACH? KSA and Pan Arab

AVAILABLE THROUGH: Arabsat , Nilesat , Hotbird, STC Integral, Etisalat, Du, Badr, Aloula.sa, Shahid VOD, Twitch

Thikrayat TV is a channel dedicated to airing popular 1970-2000 TV content loved by generations. This is an initiative supported by the government of Saudi Arabia to endow viewers with additional entertainment choices and access to a rich archive of treasures.

VIEWER DEMOGRAPHICS: Male 49% and Female 51%

FLAGSHIP PROGRAMMES: Fart Al Romman, Best Of Tash, Fe Baytna Hekayah

MEDIA REP: Riyadh Office +966 11 9200 35142,

Yas

PARENT COMPANY: The Walt Disney Company and Abu Dhabi Media

HEAD QUARTERED: Abu Dhabi

FOUNDED: 2015

Yastv.ae

+971 2 445 5555

commercial@admedia.aew

Yas is the UAE’s primary Emirati sports channel, which specialises in traditional sports such as horse and camel racing, marine sports and falconry.

REACH: MENA

FLAGSHIP PROGRAMMES: Photo Finish, Al Hadeera, Serdal, Al Merkad

TLC

PARENT COMPANY: Discovery

HEADQUARTERED: Dubai

LANGUAGE: English

GENRE: Lifestyle content: bridal, paranormal, food, property & home renovation, crime & investigation

REACH: MENA

MEDIA REP: Layla_tamim@discovery.com

Offering remarkable real-life stories without judgment, TLC shares everyday heart, humour, hope and human connection with programming genres that include fascinating families, heartwarming transformations and life’s milestone moments.

Zee Cinema

PARENT COMPANY: Zee Entertainment Middle East

DATE LAUNCHED: 2010

BASED IN: Dubai; Parent company in India

LANGUAGE: Hindi & English

REACH: UAE, KSA, Oman, GCC, Kuwait, North Africa, Afghanistan, Pakistan

SATELLITES, CABLE SERVICES: Etisalat, Du, Ooredoo, Yupp TV, Mobily, Oqaab, Zarnigar, Tapmad TV

MEDIA REP: DigiNet Arabia: +971 44545454

VIEWERSHIP: 1.4 million

DEMOGRAPHICS: South Asians, 60% Males, 82% Age 150-44

FLAGSHIP PROGRAMMES: Adventure Show: Safari India; Movies.

Zee Aflam

PARENT COMPANY: Zee Entertainment Middle East

DATE LAUNCHED: 2008

BASED IN: Dubai

LANGUAGE: Arabic

REACH: Middle East and North African countries, KSA, UAE, Egypt & Morocco

SATELLITES, CABLE SERVICES: Etisalat, OSN, e-life, Du, STC, Mobily and more

MEDIA REP DIGINET ARABIA: +971 44545454

VIEWERSHIP: 4.4 million (GCC+NA+Levant)

DEMOGRAPHICS: Arabs, 60% Males, 80% Age 15-49

FLAGSHIP PROGRAMMES : Lifestyle Show: Zee Connect Bil Arabi; Awards: Zee Cine Awards; Juzz Baat; Indian Celebrity Chat Show:Starry Nights Gen Y

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. The first entertainment bridge to link the Arab world

GENRE: Exclusive Bollywood Movie; Turkish Movie Premieres; Lifestyle Show; Award

Zee Alwan

PARENT COMPANY: Zee Entertainment Middle East

DATE LAUNCHED: 2012

WHAT COUNTRY IS IT BASED IN? Dubai

LANGUAGE: Arabic

REACH: Middle East and North African countries, KSA, UAE, Egypt & Morocco

SATELLITES, CABLE SERVICES : Etisalat, OSN, e-life, Du, STC, Mobily and more

MEDIA REP: +971 44545454

VIEWERSHIP: 5.8 million (GCC+NA+Levant)

DEMOGRAPHICS: Arabs, 55 % Males, 79% Age 15-49

FLAGSHIP PROGRAMMES: Turkish Series: Ramo, Tuffah Al Haram; 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.

TGCOM24

PARENT COMPANY: Publitalia ’80

HEADQUARTERED: Milan, Italy

LANGUAGE: Italian

GENRE: 24/7 News

REACH: Italy

MEDIA REP: The MediaVantage: +9714 425 3300

Zee Kerelam

PARENT COMPANY: Zee Entertainment Middle East

DATE LAUNCHED: 1995

BASED IN: Dubai; Parent company in India

LANGUAGE: Malayalam

REACH: UAE, KSA, Bahrain, GCC, Kuwait, North Africa, Afghanistan, Pakistan

SATELLITES, CABLE SERVICES: Etisalat, Du, Ooredoo, Yupp TV, Mobily, Oqaab, Zarnigar, Tapmad TV

Media rep (+ contact details) DigiNet Arabia: +97144545454

Viewership 150K (GCC)

Demographics South Asians, 54% Males, 75% Age 15-49

FLAGSHIP PROGRAMMES: Reality Shows: Dance Kerala Dance; Drama Juniors

Zee Kerelamm is 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.

ZEE TV

PARENT COMPANY: ZEE Entertainment Middle East

BASED IN: Dubai, parent company in India

LANGUAGE: Hindi & English

REACH: UAE, KSA, Bahrain, GCC, Kuwait, North Africa, Afghanistan, Pakistan

SATELLITES, CABLE SERVICES: Etisalat, Du, Ooredoo, Yupp TV, Mobily, Oqaab, MEDIA REP DIGINET ARABIA: +97144545454

VIEWERSHIP: 2.2 million (GCC)

Zee TV is the flagship channel of Zee entertainment. It reaches out to 2.2 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.

STREAMING AND INFLIGHT PLATFORMS

OSN+

OWNERSHIP/PARENT COMPANY OSN

City where head office is located Dubai

YEAR FOUNDED: 2009

Subscription costs Monthly/ AED35; Annual / AED350 (pay 10 months, get 12)

Western content, series and blockbuster movies from long-standing global partners, including HBO, Paramount, and NBCUniversal.

AVAILABILITY (apps, Apple TV, website, Playstation store, etc.) OSN+ App, mobile, desktop, tablet, all app stores, all TV devices including Apple TV and Samsung. (NOT on PlayStation of XBOX)

AVAILABLE IN? Middle East and North Africa

Awaan

PARENT COMPANY: DMI

HEAD QUARTERED: Dubai

YEAR FOUNDED: 2016

AWAAN is the digital media platform launched by Dubai Media Incorporated (DMI) in Ramadan 2011. It’s the largest VOD digital media library in the Middle East, providing free digital viewing and listening experience for the Arab audience, through its diverse and high quality range of digital services.

GENRE: TV shows, format shows, series, dramas, comedies, documentaries, movies, and live channels as well as Sports events

AVAILABILITY: Awaan is accessible through the website www.awaan.ae, Mobile apps available on the Apple Store and Google Playstore, Apple TV, Samsung Smart TV, Chrome cast

REACH: Worldwide

SUBSCRIBERS/USERS: 2 M

DEMOGRAPHICS: All over the world, mainly from KSA UAE, MOST POPULAR SHOWS: X Factor, Carpool Karaoke, Turkish Series, Mahaheer, Awal Marra, The Wheel, Exclusive movies

MEDIA REP : MEMS +971 454 54 54

Asharq NOW

PARENT COMPANY: Asharq News

HEAD QUARTERED: Riyadh, Saudi Arabia

FOUNDED: Asharq News was found in 2018 and went live in 2020

SUBSCRIPTION COSTS: Free of charge

GENRE: Live streaming of the TV, and a catch-up service for all programmes and documentaries videos and episodes

AVAILABILITY: (apps, Apple TV, website, Playstation store, etc.) Website & apps

REACH: Worldwide

Sony LIV

PARENT COMPANY: Sony Pictures Networks India Pvt Ltd

HEAD OFFICE: Mumbai, India

FOUNDED: 2013

SUBSCRIPTION COSTS: AED 144/ year

GENRE: entertainment, sports, music

AVAILABILITY: App and Website

REACH: MENA

Manorama Max

PARENT COMPANY: Malayala Manorama Group

HEAD OFFICE: India

YEAR FOUNDED: 2019

SUBSCRIPTION COSTS: $25 / year

GENRE: General entertainment, sports, News

AVAILABILITY: App and Website

REACH: MENA

ARY Zap

PARENT COMPANY: ARY Digital

HEAD OFFICE: Pakistan

GENRE: General entertainment, News, religious, sports, music

AVAILABILITY: App and Website

REACH: MENA

Shahid

PARENT COMPANY: MBC GROUP

HEAD OFFICE: Riyadh

YEAR OF RE-LAUNCH: 2020

Shahid is the leading AVOD and SVOD streaming platform in the Arab world by MBC GROUP, offering Shahid Originals; Shahid Premieres; Arabic movies fresh off the box-office; in true HD quality; as well as international offerings, sports, kids offering, and more than 30 FAST channels..

GENRE: Premium Arabic content, original series films, exclusive premiers of drama, comedy, thriller, action, anime, sports, kids edutainment. It also offers more than 30 FAST channels, LIVE TV and western content.

AVAILABILITY: on Web, Mobile, IOS, Android, Smart TVs, Apple TV, PlayStation.

REACH: Worldwide

DEMOGRAPHICS: All Arab Families

MOST POPULAR SHOWS: Rashash, Jameel Jeddan, Mawdo›o A›eli, Al Thaman, Stiletto, Slave Market

SERVICE DESCRIPTION: Video on Demand

ADVERTISING OPTIONS AND RATE CARD: Contact Hello@mms.net

MEDIA REP: MBC Media Solutions

WEBSITE: www.mms.net

Air Canada (Entertainment & Travel Retail)

PARENT COMPANY: Air Canada

HEAD OFFICE: CANADA

FOUNDED: 1964

MEDIA REP: Spafax Airlines Networks Ltd. - +971 (0) 44234780

DEMOGRAPHICS : Business & Affluent, HNWI, Senior/ Middle Management, Frequent flyers / Traveller Leisure & Business.

LANGUAGE : English, (French, Etc.)

GENRE: World content / Native Content: Latest movies, TV Content, Games, Audio.

REACH: Worldwide: Asia, Africa, North America, , Australia, Europe, & Middle East.

AVAILABILITY: Inflight TV (Seatback screens, Inflight Connectivity, Profile Entertainment Guide, Lounge TV)

Cathay Pacific

OWNERSHIP / PARENT COMPANY: Swire Pacific

HEAD OFFICE- Hongkong

YEAR FOUNDED – 1946

MEDIA REP - IAS Media - +971 4 447 5760

DEMOGRAPHICS – Business & Affluent Travellers, Family, Leisure.

LANGUAGE – English, Chinese

GENRE: Business, Hollywood new releases, Asian Cinema Classics, Award

Winning TV box sets, latest Albums, podcast, games, and HBO max

REACH - Asia, Africa, America, Australia, Europe, & Middle East.

AVAILABILITY – In-flight TV

Discover UAE on Emirates ice

PARENT COMPANY: Emirates

HEAD OFFICE: Dubai, UAE

Provides access to one of the largest, captivated and affluent audiences in the world. The channels create a unique opportunity for businesses to showcase their services or products on board Emirates at affordable prices.

LANGUAGE: English

GENRE: Native content featuring Attractions, Activities, Dining, Entertainment, Hotels & Resorts, Health & Wellness , Education and Real Estate.

REACH: Worldwide

Emirates Airlines (ice Entertainment & Red Travel Retail)

PARENT COMPANY: Emirates Group

HEAD OFFICE: Dubai

FOUNDED: 1984

MEDIA REP: Spafax Airlines Networks Ltd. - +971 (0) 44234780

DEMOGRAPHICS : Business & Affluent, HNWI, Senior/ Middle Management, Frequent flyers / Traveller Leisure & Business.

LANGUAGE : English, (Arabic, Hindi, Russian, Chinese, Etc.)

GENRE: World content Native Content: Latest movies, TV Content, Games, Audio. – (Awarded World Best inflight entertainment 17 years in a row)

REACH: Worldwide: Asia, Africa, Americas, Australia, Europe, & Middle East.

AVAILABILITY: Inflight TV (Seatback screens, Inflight Connectivity, Print Entertainment Guide)

jetBlue (Entertainment & Travel Retail)

PARENT COMPANY: jetBlue

HEAD OFFICE: USA (NYC)

FOUNDED: 1998

MEDIA REP: Spafax Airlines Networks Ltd. - +971 (0) 44234780

DEMOGRAPHICS: Business & Affluent, HNWI, Senior/ Middle Management, Frequent flyers / Traveller Leisure & Business.

LANGUAGE : English

GENRE: World content / Native Content: Latest movies, TV Content, Games

REACH: Worldwide: North America, South America, & Europe.

AVAILABILITY: Inflight TV (Seatback screens, Inflight Connectivity.

LATAM (Entertainment & Travel Retail)

PARENT COMPANY: LATAM Airlines Group

HEAD OFFICE: (Santiago, Chile)

MEDIA REP: Spafax Airlines Networks Ltd. - +971 (0) 44234780

DEMOGRAPHICS: Business & Affluent, HNWI, Frequent flyers

BASED IN: Chile & Brazil

LANGUAGE: English, Spanish & Brazilian Portuguese

GENRE: World content / Native Content: Latest movies, TV Content, Games, REACH: Worldwide: North America & South America & Europe

AVAILABILITY: Inflight TV (Seatback screens, Inflight Connectivity.

Lufthansa (Entertainment & Travel Retail)

PARENT COMPANY: Lufthansa Group

HEAD OFFICE: Germany

FOUNDED: 1953

MEDIA REP: Spafax Airlines Networks Ltd. - +971 (0) 44234780

DEMOGRAPHICS: Business & Affluent, HNWI, Senior/ Middle Management, Frequent flyers / Traveller Leisure & Business.

LANGUAGE: English, (German, Etc.)

GENRE: World content / Native Content: Latest movies, TV Content, Games, Audio. –

REACH: Worldwide: Asia, Africa, Americas, Europe, & Middle East.

AVAILABILITY: Inflight TV (Seatback screens, Inflight Connectivity, Profile Entertainment Guide, Lounge TV)

Singapore Airlines (Entertainment & Travel Retail)

PARENT COMPANY: Singapore Airlines

HEAD OFFICE: Singapore

MEDIA REP: Spafax Airlines Networks Ltd. - +971 (0) 44234780

DEMOGRAPHICS: Business & Affluent, HNWI, Frequent flyers & Business

LANGUAGE: English, (Chinese, Tamil, Etc.)

GENRE: World content / Native Content: Latest movies, TV Content, Games, Audio. –

REACH: Worldwide: Southeast Asia, North Asia, West Asia and Africa, Southwest Pacific, Europe, America

AVAILABILITY: Inflight TV (Seatback screens, Inflight Connectivity, Profile Entertainment Guide, Lounge TV)

THIS MONTH’S SOCIAL MEDIA UPDATES

Staying updated on the latest social media news can be overwhelming, especially when we have access to so much information on our smartphones. However, knowledge is power, and to help you stay informed, we have curated the most noteworthy updates from the past month. Read on to stay ahead of the game.

YOUTUBE

Adds new podcasting features

Creators can now create a new podcast directly in YouTube Studio, and designate an existing playlist as a podcast.

Expands reach analytics for artists

YouTube will now include YouTube Shorts related data in the ‘Total Reach’ metric for artists’ channels to showcase how their music is reaching audiences on the platform.

TWITTER

Offers Blue subscribers more exclusive perks

To entice users to join its Blue program, Twitter is reserving 'For You' recommendations and polls voting for verified accounts, while offering 50% fewer ads on 'For You' and 'Following' feeds.

Axes free API usage

Twitter has shut off its free API, causing problems for many third-party apps and sites. This follows the company's recent ban on third-party clients and the announcement of new paid API tiers.

LINKEDIN

Introduces AI-powered 'Collaborative Articles' These AI-powered articles are created from prompts set by LinkedIn's editorial team, with a button that allows users to add their own take as well.

Adds Clubhouse-like audio event

Audio Events will enable users to host live, audio-only conversations with their professional community worldwide within the LinkedIn interface.

SNAPCHAT TIKTOK

Adds new safeguards for its AI chatbot

To ensure user safety, Snapchat's "My AI" chatbot now requires an age filter, and offers parental insights through the Family Center to enable monitoring of chatbot interactions.

Launches AR Enterprise Services (ARES)

The platform will allow businesses to use Snap's AR technology in their apps, websites, and stores, improving customer engagement and business outcomes.

META INSTAGRAM

Tests ads in search results

These ads will appear in the user's feed when they tap on a post from the search results, allowing businesses to reach users actively seeking products or services.

Supercharges Reels with new features Instagram ups the Reels game introducing a central hub for trending audio and hashtags, enhanced editing and insights tools, along with expanded gift options for creators.

Announces Effect House Branded Effects

The new solution enables brands to collaborate with effect creators directly and produce custom Branded Effects, harnessing their creativity to enhance engagement and conversion.

Unveils ‘Sounds for Business’

It's a sound library packed with pre-made music, voice-overs, and sound effects, tailored to help small businesses create quick and engaging marketing content.

Releases AI-powered in-feed brand suitability tools

Brands can now manage the content above and below their ads based on suitability preferences with 3 options: Expanded, Moderate, and Limited inventory, each with varying conservatism levels.

Explores new ad tools for retailers

The two new ad types are Managed Partner Ads for leveraging CRM insights in targeting and local inventory promotions for dynamically targeting users near stores with relevant product information.

HOW THE

CONSUMER BECAME KING

Brands with sophisticated video marketing develop a stronger connection with their audience, argues Emirates NBD’s Moadh Bukhash

In the noble pursuit of deeper customer engagement, brands today are waking up to the full potential of the digitalisation of video storytelling, taking public perception into their own hands.

Appealing to viewers requires more nuance than most believe, especially when establishing a personal connection with a mass audience. The global count of viewers on digital platforms is expected to reach 3.5 billion, with 52 per cent of viewers more likely to share video content over any other type of content, maximising outreach and potential for an exponential increase in demand for the medium.

Only a select few companies have mastered the art of marrying a creative enunciation of their vision with technical expertise – a formula that provides opportunities to tell truly great stories worth sharing - stories with narrative balance between product functionality and the meaning we derive from them.

So how can brands ensure their video marketing standards are up to speed while anticipating evolving trends? By remembering that age old adage – the consumer will always be king.

AUTHENTIC EXPRESSION INVITES AUTHENTIC CUSTOMER LOYALTY

According to a study conducted by Wyzowl, 91 per cent of consumers surveyed want to see more online video content from brands themselves rather than online reviews or commercials. The trend is transparent – consumers favour authentic representation above all else.

With video accessibility now on every platform, brands are able to develop their own consistent narrative over a longer period of time. Sometimes this is through a combination of product demos and aspirational messages, allowing for a comprehensive, long-term narrative flow that is unique to brands that put in the work to meet consumer expectations.

ENTERTAINMENT VALUE AMPLIFIES BRAND PRESENCE

Society used to depend solely on conventional formats such as television and newspapers for entertainment and an awareness of their economic and social identity. The rise of social media presented an opportunity for social engineers and marketers to study consumer consumption patterns and create content centred around human connection.

Even if the primary objective of your video campaign is to convey mundane processes or straightforward product functionality, injecting levity, adventure or emotion can change the stakes. Making the content anecdotal and appealing to your audience’s thirst for escapism can make for effective and memorable engagement, while allowing the brand to play the role of a humorous friend who took the time to make you laugh.

Brands can also leverage their audience’s passions and interests to drive brand loyalty in the long run, creating value in terms of information. The chances that your product or service is related to someone’s hobbies and interests are quite high. Assigning alternative value to your offering allows you to create buyer personas for more focused visual engagement.

CONSUMER DEMAND IS CREATING A NEED FOR HIGHER PRODUCTION QUALITY

According to research conducted by Hubspot, 36 per cent of consumers claim that production value is important, while 28 per cent feel that it is essential.

That doesn’t necessarily mean that brands are required to make investments in cinema-grade equipment and stunning celebrity endorsements. It means that while consumers become increasingly stimulated by the overwhelming amount of marketing content online, stellar video editing software backed by expert technical prowess and creative flair are what will help your brand’s content set itself apart – a reasonable investment for the relationship you can potentially develop with your audience.

Advancing with the medium’s capabilities will also allow you to respect your audience’s time. Short-form videos tend to have a mass appeal because they tend not to linger, and get straight to the point. That isn’t to say longer videos are detrimental to your brand. It’s just knowing how to make the best use of the run time to ensure you don’t lose a grip over your audience’s attention.

CONSUMER TRUST

Video continues to be a powerful marketing tool for successful audience engagement, trusted by nine out of 10 businesses, with 92 per cent of video marketers gaining increased ROI from video marketing. Brands still lagging in the race need to leverage the visual medium to develop consumer trust, assuming creative control and crafting more authentic representations of their product. They need to know their audience and appeal to them with entertainment and educational value, while achieving and perhaps even pushing the boundaries of today’s standards of quality production.

By Moadh Bukhash, Chief Marketing Officer at Emirates NBD

‘‘SHORT-FORM VIDEOS TEND TO HAVE A MASS APPEAL BECAUSE THEY TEND NOT TO LINGER, AND GET STRAIGHT TO THE POINT.’’

THE POWER OF THE INTERVIEW

A WELL-PREPARED AND PRODUCED INTERVIEW CAN PROVIDE AN UNSTOPPABLE MESSAGE

Intoday’s digital society, where online platforms make it easy for billions of people to access information with a few simple keystrokes, enabling the rapid and widespread dissemination of fake news and misinformation, fact-checking is a crucial part of our information ecosystem. False information has the power to change your mind, and your actions, in turn, can be significantly influenced by your opinion. Subsequently, if an individual or business posts fake news on social media and people fact-check it to be false, credibility may be irreconcilably damaged. However, misinformation is not restricted to user comments or views. International media conglomerates that have been caught red-handed multiple times over the past years are quick to employ their ‘triple-D’ modus operandum to deny, distract and drown the truth to obscurity. Therefore, the responsibility in such a reality falls on us to verify the accuracy of the information we consume. By doing so, we can make informed decisions and prevent confusion and potentially harmful consequences.

TARIQ AL SHARABI

Managing Director Cicero & Bernay

One of the most potent ways to deliver news that would resonate with audiences, debunk falsified information or position one’s self as a thought leader in the industry transcends the written word: video interviews. Through a well-structured and studied interview, particularly a high-profile one, clients and businesses can share their unique perspectives and insights, which can position them as experts and increase their credibility, even against clear and present adversity.

Case in point is Elon Musk’s latest interview with the BBC, which serves as a reminder of the critical role of

interviews and fact-checking in today’s world. Musk pushed back on the reporter’s claims of increased hate speech on Twitter, asking for specific examples on the platform and accusing him of lying when he could not provide any evidence. This may not be the only example of such interaction from recent memory, but it was an incredible testament to the potential of a powerful interview in empowering brand recognition and pivoting narratives: Elon Musk holds the world record for Largest Loss of Personal Fortune (roughly $165 billion as of December 2022) — which story do you think shareholders and stakeholders are

remembering and debating?

Due to their capacity to deliver information more interestingly and dynamically, video interviews help clients address factuality or cement their market presence; clients can show o their personality and passion through such interviews, making them more relatable and memorable to audiences. They also stand to reach more people because the resulting videos and clips can be shared and promoted on social media, raising brand awareness and visibility.

Content will always be king, and the message will be unstoppable when coupled with a well-prepared and produced interview, more so in the modern digital age, where attention spans are fleeting and authenticity is highly valued. By harnessing the potential of video interviews, clients can e ectively communicate their message and leave a lasting impression on their audiences, creating a personal connection with viewers that is di cult to achieve through other mediums, resulting in the building of trust and credibility, a more loyal following, and increased success.

Saudi focus

Creative awakening

Today, creativity in Saudi Arabia is entering a new era when passion is infusing within the entire ecosystem. The audience has an unprecedented interest in advertising, as well as in the creative field, which equals the passion that creatives have behind their work. In fact, the audience is now actively critiquing the work and even rating it on a scale of 5 or 10. All thanks to National and Founding Day occasions that have sparked creativity and helped advertising enter the mainstream and grab people’s interest. Before this, the industry lacked authentic Saudi voices and the whole ecosystem was incomplete, starting from universities to the job market and across all sectors, including production, media, and others.

With the rise of these occasions, people started waiting for campaigns and began to

review what brands are doing, and even award the best campaigns, which means the industry is now gaining interest. You can find high school students putting advertising on their lists while choosing their majors, which was not the case before.

Previously, you could count Saudi creatives on your fingers, but today, Saudis are present in the industry from art directors and copywriters to directors and cinematographers, which greatly reflects on the quality of work being produced and its authenticity. This has helped shed light on real insights that were never tackled before. Many brands previously only scratched the surface and communicated what was easy and generic, which ended up invisible with no one connecting with it, talking about it, or even sharing it.

from different regions and backgrounds to add the right vibrancy to any brainstorming room and unlock microinsights that connect more with people.

It is also important to stay true to the generation, as 70 per cent of the population is youth. Hiring Gen Z talents and content creators is essential to cater to all the trends that are happening daily on TikTok. Instead of brands trying to jump over them, they should create them.

Diversifying the work and mediums is also crucial. Previously, film and outdoor advertising were the most important touchpoints for any marketing team in Saudi. Today, activation is crucial as it helps open new doors of storytelling that weren’t there before, with successful examples in the market, whether digital, on-ground, or ambients. Even if the result is not polished, the amount of passion being put into every piece of work surpasses its technicalities, as the whole ecosystem is still maturing. Creatives are experimenting, marketing teams are stepping out of their comfort zones, and production is trying its best to bring the idea to life in the best way possible. Therefore, we have to appreciate any idea that is coming out of Saudi because the whole dynamic is different from any other market, which makes it one of the fastest-growing markets in the world.

By Mohammed Sehly, Executive Creative Director, Leo Burne KSA

In a country with rich culture, having five regions with different cuisines, sub-cultures, and over 60 dialects, falling into the generic insights trap and average work won’t help you win people. Know how Saudis operate: if they love your brand, they will become your advocates. To cater to such diversity, it is crucial to hire more females

and talents

What does the future entail? The Saudi creative scene will witness an increased emphasis on excellence and originality. Driven by this emerging breed of passionate and engaged talent, we can expect even greater levels of creative excellence to come from this vibrant community. As a creative awakening takes hold of the Saudi landscape, new voices, and perspectives – influenced by the nation’s rich and diverse heritage, are ready to take centre stage. We can look forward to seeing Saudi Arabia emerge as a global leader in creativity.

Leo Burnett's Mohammed Sehly looks at the emergence of a new breed of creative talent that will drive forward the future of the Saudi creative landscape

‘‘Saudis are present in the industry from art directors and copywriters to directors and cinematographers."

Like much of the GCC, Saudi Arabia is transforming. Rapidly. Well, great brands should influence, not just respond to change. If a brand is busy defining a strategy in response to a market or cultural shift then it will not only find it hard to keep pace, but it will rapidly become less relevant. So what is the difference between playing a failing game of catch-up and being a leader that shapes culture? Firstly, vision.  Saudi Arabia is demonstrating how the power of a vision can transform every fibre of life at an unprecedented scale. Vision 2030 outlines a blueprint for the transformation of

The GCC has a long history of change. The nomadic tribal origins of the region have survived and prospered in one of the world’s most inhospitable climates through ingenuity and creativity. Constant movement, adaptation to climate and embracing necessary change are founding principles. Today these engrained principles of ingenuity and creativity are no different.  The momentum for change has never been stronger, powered in no small way by a generational shift. For example 75 per cent of the population of Saudi Arabia are under 35, even more staggeringly 40 per cent of the population are still in school. This next generation is already accelerating the transformation of the nation. Creating a country that will truly be radically different to that of the past.

the economy, society, and environment of the Kingdom. It paves the way for radical reform, not just preparing the nation for the next decade but firmly positioning itself as a global leader. In a recent lecture to the Oxford Union HRH Prince Khalid bin Bandar Al Saud stated that since Vision 2030 was presented, more than 250 laws have been revoked or replaced and over 2,000 regulations have changed. This extraordinary legislative agenda characterises the incredible change and energy being driven by Vision 2030.

In an ever-changing world a vision to rally towards has never been more important. Kuwait has Vision 2035, the UAE looks further ahead with vision 2071, the region is focused on defining horizons that set agendas, north star narratives that inspire and inform internal and external audiences. Just as within a business, a brand vision guides decision making and is a catalyst for progressive ideas, helping guide product and service roadmaps with clear goals.

A brand vision lets us see past the turbulent change of today, to chart a course to the future, making the right decisions to get us there. To put it simply, if you were to set out on a trip, how do you know what to pack if you don’t know where you’re going?

For brands, vision requires one other critical component to succeed – purpose. Whereas vision is about getting ready for what’s to come, purpose ensures value and meaning today and grounds future action and innovation.

A strong purpose statement really is only as successful as the action it inspires, which is why vision and purpose are such important partners within a brand strategy. These statements should not just be lip service, they need to be active at every level of business. From leadership, to employee engagement, product development to customer service.

Saudi focus

How can brands keep up?

When NBK, a trusted and established bank, wanted to create a new proposition for a younger generation in Kuwait, they knew that they needed to establish a new vision of banking. Working with R/GA they defined a new brand and product targeted at a youth audience, powered by a purpose of ‘unleash the potential of the next generation to move Kuwait forward, through their everyday individual progress’. Named ‘Weyay' translated from the Arabic for 'with me', product features include motivating saving through goals, enabling easy peer-to-peer transfers, and delivering personalised rewards. All within a branded experience that is built to evolve and adapt as a customer’s life changes, creating an enduring and personalised relationship.

To build brands for the next generation, vision and purpose have never been more

critical. When we look at nations in the midst of rapid transformation we need to ask whether our brands are fit to play a leading role in emboldening change, not just responding to it.

At R/GA we talk about brands as operating systems. At the core is purpose and vision, whilst the system of experience and expression that serves as an interface between business and consumer is adaptable and iterative, fit for continuous evolution and personalisation. We believe this is the only way to build brands that endure and flourish meaningfully in the face of such rapid change.

We need to look at who we are today, the legacy of where we have come from and have a clear and purposeful vision of where we are heading, then build systems to enable adaptive expression. It is only with vision, purpose and supporting systems for expression that brands will be ready to lead through the seismic transformation that has only just begun.

With the region in the midst of seismic changes, R/GA’s Kyle Wheeler asks how can brands keep pace

By Kyle Wheeler, Group Creative Director at R/GA EMEA

A NEW HOPE

The industry is on its death bed. Award shows are ruining the industry. The best talent is leaving the industry. We’ve all heard cynical naysayers make these claims.

The truth isn’t as bleak.

There has never been a more exciting time to be in this industry and it is one of the best industries in the world. We get to make ideas and solutions that influence people’s lives in one way or another. We fuel brands and their growth, as well as that of their employees. With that growth, we hire people and fuel their livelihoods, their futures and those of their families. We also try and do some good while we are at it. Yes, we’ve failed at times. And that failure has been important – we shouldn’t be ostracized for it but encouraged through it.

You see, Evan Schwartz, in the book, Finding Oz, tells the story about L. Frank Baum – about how, prior to becoming an impresario of children’s adventure tales that began with The Wizard of Oz, he failed.

He failed at a series of careers, nearly losing his soul, before setting out on a journey of discovery, that led him to the Land of Oz.

That journey, riddled with troughs, sounds a lot like the history of MENA’s marketing and creative industry. A series of failed attempts punctured our steps on the international stage. And as we tried to ‘play the game’ to be recognised on that international stage, we nearly lost our soul too. We started to lose what makes us, our intricacies and our anxieties special.

In the book, we read that the Land of Oz resides in one’s imagination. Oz was an idea — a fantastic one at that. An abstract kingdom that rose above the biosphere of the ordinary. Much like MENA has been rising, through the power of its ideas. We’re looking at creating ideas that make people here question that which was previously unanswered. Ideas that move people, changing perspectives. Ideas that dissolve boundaries between the world and us, between generations, and between genders, that remind us of what is possible, and that encourage us to think differently, to probe at the adjacent possible.

When a mind is stretched by a new idea, it never returns to its original position. Today, we are like Dorothy Gale from Kansas who is finding Oz, craving a cyclone of ideas that will raise our minds, and of people across our region out of their cognitive Kansas, transforming us from within and transporting us to our own Oz — a reimagined land where everything is possible and awesome.

Becoming broadcasters and programmers of our cultures, of our lives and of what makes us so unique, we don’t just passively take in. We produce and publish. And so, it is our responsibility, as co-authors of this new web of ideas, to tell great stories, to enliven imagination, to stretch brains beyond the cognitive Kansas.

While some sceptically ring the death knell, we are seeing more clients seek what we do when we do it well. We are seeing even more talent from consultancies, technology and platform companies wanting to join the industry. AI isn’t going to be a replacement for what we do — it’ll augment us and make us even stronger. Here’s to it. The new MENA. A new hope.

Motivate Media Group

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EDITORIAL Editor-in-Chief Obaid Humaid Al Tayer Managing Partner and Group Editor Ian Fairservice Editor Justin Harper

Senior Reporter Jalaja Ramanunni Junior Web Reporter Ishwari Khatu

DESIGN Art Director Clarkwin Cruz Designer Thokchom Remy

ADVERTISING ENQUIRIES Tel: +971 4 427 3000 Chief Commercial Officer Anthony Milne Publisher Nadeem Ahmed Quraishi (+971 50 6453365)

PRODUCTION General Manager S. Sunil Kumar Production Manager Binu Purandaran

HAYMARKET MEDIA GROUP Chairman Kevin Costello Managing Director Jane Macken

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

Reality check on ChatGPT

I’m not worried about AI. Seriously, I am not. As a matter of fact, there is a host of things that worry me on a daily basis, mostly connected with my family, their wellbeing and the effects of advancing age on my organs and, frankly, ChatGPT and its friends don’t feature. What could make me add artificial intelligence to my list of anxieties, however, is the prospect of having to deal with the tiresome and familiar sense of panic that excitable early adopters are instilling on marketers and the industry at large. We’ve been through it before, damn it, and the pathetic, pointless drama we had to endure recently with the metaverse and NFTs (remember these?) should have prepared at least the more cynical ones amongst us.

Let’s be clear: AI is a deeply troubling subject as far as humanity is concerned. But right now, and in advertising at least, it is a fantastic expedient for getting… started. It is brilliant at establishing swiftly what common sense and history would dictate, so we can come up with ideas that push that common sense envelope. Here’s a silly little example: in order to find the perfect visual that would illustrate a groundbreaking concept, we used to leaf through books of stock images and scan them. Soon after, we got online picture libraries. Then we had online picture libraries with cross-referenced search. And we still had to photoshop whatever we had in mind. Today, we just ask a computer to find and put the whole lot together and, within minutes, we will get a pretty good early impression of whether that idea works or not. In what should be an idea-centric industry, this is pure gold.

Is it going to mean the end of some jobs?

Well, of course it will: for one thing, I very much doubt you will still need humans to vomit inane social media ad content when robots can vomit it more efficiently. But is it ultimately going to kill us all?

Ramsey Naja is Regional ECD at DDB Middle East. @geminisnake

Tahaab Rais is the Chief Strategy Officer at Publicis Groupe, MENAT

Jumping on the brandwagon

With a few months as editor under my belt I’ve had a chance to look at the bigger picture and where Campaign should be headed in this brave new world. I’ve been able to get out and about and meet some industry figures, with plenty more still to see in the coming months. One very productive chat over coffee was with the Marketing Society, and how we can work together in this region. Campaign Middle East and the Marketing Society already enjoy a few collaborations but we see plenty more opportunities. I think we should be closer to brands, and this was the first step in making that happen.

Recently I met with Dubai-based Alasdair Hall-Jones, Global Director for the Marketing Society who proposed a few ideas on how we can get the ball rolling. One simple, yet very good, way to kick things off is with a few roundtable breakfast meetings with interested CMOs. Don’t worry – the coffee and croissants are on us. Just bring your ideas and insights that you can share with Campaign and the sort of content you want to see from us. Vice versa, we have a few questions for you to get a better understanding of the work you are doing, some future gazing and working with agencies.

We already work closely with the Marketing Society on a number of projects, including our hugely-popular Marketing Game Changers, which recognise client-side marketers doing great things for their brands and the industry as a whole. What we are keen on is a more regular dialogue with brands and their marketers. No-one wants to set up another Whatsapp group but we would like regular conversations with this important community, and some breakfast meetings seem like a solid foundation to build on.

We are just working out some details like dates and venue, and making sure we include as many people as possible. If you are a CMO at a wellknown brand with a presence here then please get in touch if this sounds

like something you’d like to be part of. We will also be reaching out to our 2022 Game Changers as well (you know who you are) for your suggestions too.

Campaign hosts a monthly Breakfast Briefing which are always sold out for a number of reasons. Along with a strong line-up of panelists and speakers, the industry loves coming together to network. Before the event and afterwards, the chance to share ideas, gossip and catch up with ex-colleagues and contacts is a huge attraction. We hope the CMO breakfast meetings follow suit.

The list of possible talking points Alasdair reeled off to me were uncannily similar to our own editorial line-up, so there’s a clear overlap. AI is a hot topic right now, both in terms of the threats and opportunities that software like ChatGPT present. In fact, technology is a broad area for multiple discussions from data-driven marketing throught to hyperpersonalisation, not to mention life in a cookie-less world to get our teeth into.

And that’s even before we delve into the world of social media and how brands are keeping pace with changing consumer behaviour online, working with influencers and creating content in new formats. It’s a long list so there shouldn’t be any awkward silences between us.

Advertising is very simple if you’ll let it be

Years back, GGT was Cadbury’s biggest agency. The chief executive wanted to use the last three seconds of every commercial to deliver a common Cadbury message.

It made sense, Cadbury was spending a lot of money advertising lots of different brands: Flake, Wispa, Curly Wurly, Dairy Milk, Boost, Whole Nut, Creme Egg, Fruit & Nut, Crunchie, Double Decker etc.

Using the last three seconds for a common corporate link would be “free” advertising for the overall Cadbury brand, which would not only reassure the consumers but it would also benefit the share price by making the company look massive.

TROTT

taste” could be for anybody. Mars could have said it, Rowntree could have said it, Fry’s, Hershey, Nestlé, Terry’s, Suchard – any of Cadbury’s competitors could have said it.

How does that make sense?

The brief was to use the end of every commercial to specify the Cadbury brand, not to put a message that was market growth for chocolate. I knew the line “The chocolate. The taste” flattered Cadbury’s ego, but the brief was to separate Cadbury off from other brands. The brief was to own the position of superior chocolate in a way that can’t be confused with anyone else.

But the CEO didn’t want to hear it.

He said: “So you’re telling me what makes that line good is just that our name has the same first letter as the word ‘chocolate’?” And I wanted to yell down the phone: “Yes, for f***’s sake, it’s that simple if you let it be.”

But, of course, this was a client CEO so I didn’t say that.

So every ad would be 27 seconds of individual product and three seconds of Cadbury brand. It all made sense – except for the line the CEO wanted to use. At the end of every ad, he wanted the line: “The chocolate. The taste.” This is where we parted company – if the brief was to do a job for Cadbury, this didn’t do it.

Advertising is very simple if you’ll let it be.

In the middle of a break of around 15 ads, and on for just three seconds, “The chocolate. The

So we recommended at the end of every ad writing the name Cadbury in the Script style of the logo with the line: “Chocolate with a capital C.” The line says we’re not just average chocolate, we’re “Chocolate with a capital C”.

It gives us a unique mnemonic because it doesn’t work for anyone else. You can’t say “Chocolate with a capital C” for Mars, or for Rowntree, or for Fry’s, or Hershey, or Nestlé, or Terry’s, or Suchard, or any of Cadbury’s competitors. So that line stakes a place in the consumer’s mind for our brand alone.

I explained that viewers have a lot on their minds beside chocolate and for us to get our brand registered, we have to use a simple, powerful mnemonic. But the CEO was wedded to his line because, inside the Cadbury marketing team, the line “The chocolate. The taste” conveyed the superiority and confidence that Cadbury felt. And inside the marketing team, it no doubt works.

But the Cadbury marketing team isn’t the market.

And the market isn’t thinking about chocolate 24/7 like the marketing team is. Which is why you need an expert, not in marketing but in advertising cut-through. It’s no good saying something the client likes if it never gets heard. That’s why marketing and advertising are different jobs. When it works properly, advertising is the voice of marketing.

Private View

PARAS RISHI

Senior Manager –Marketing, GMG

SUMANA SURESH

Brand Partner, Rain

IKEA: BLAVINGAD COLLECTION (1)

Spoken language possesses a remarkable ability to captivate one’s imagination, but impactful ad commercials usually require visually striking elements to further increase engagement and make the concept more attention-grabbing. The script and voiceover effectively shoulder the weight of the Blavingad Collection ad film. It hits the spot for environmentally conscious individuals who seek sustainable products made from eco-friendly materials with a beautiful backstory.

MAGGI: COOK THE DIFFERENCE (2)

Maggi’s ‘Cook the Difference’ campaign has witnessed exceptional adaptations in various global markets, and the most recent campaign takes it to a new level. Cooking at home is entrenched in tradition, with family recipes passed down through generations. This campaign effectively resonates with the younger generation, who are open to change in different aspects of their lives. It encourages them to explore new ways of preparing traditional dishes. The exceptional concept development and production quality make this campaign truly remarkable and unforgettable.

ROCHE DIAGNOSTICS: JASADY (3)

Roche Diagnostics has hit the nail on the head with its latest healthcare awareness campaign, perfectly aligning with its business offerings and target audience. The non-commercial approach and emotional appeal are masterfully executed, capturing viewers’ attention from start to finish. The talented cast, led by Nida Shahzad, delivers a powerful performance that evokes empathy, concern, and motivation, encouraging viewers to take the right actions.

COCA-COLA: ALEXA, I SEE COKE (4)

Over the past few years, there has been a significant convergence between the fields of technology and advertising. It’s encouraging to see that Amazon’s Alexa technology is becoming more accessible with the introduction of the Khaleeji Arabic dialect. Coca-Cola leveraged this innovation to offer its customers a whole new immersive brand experience. Coca-Cola has always been a trailblazer in marketing innovation in the FMCG industry, and its approach of making customers wait for their Coke product placement during their leisure time has allowed it to effectively engage with its audience on a deeper level and leave a lasting impression.

IKEA: BLAVINGAD COLLECTION (1)

A stuffed dolphin that is the child of a straw and party cup. Ikea’s campaign around toys made from ocean plastic had me hooked from the get-go. While ocean plastic as a material isn’t new news, the witty storytelling giving a straw and cup a personality is a fresh take. I only wish the storytelling carried forward to the website as well, telling me more about the dolphin’s tale as I shop.

MAGGI: COOK THE DIFFERENCE (2)

The film showcases the new Saudi Arabia, its progressive women, and a modern perspective on cooking. We all love the idea of traditional meals, but we all don’t want to put in the same efforts our grandmothers did. Maggi brings this to life in a film that sets aside kitchen cliches and done-to-death emotions in a refreshing way. When culture is made more accessible to newer generations and finds ways to fit into their everyday lives, it lives longer.

ROCHE DIAGNOSTICS: JASADY (3)

‘You cannot pour from an empty cup’ was what stuck with me as I watched this film. The narrative does its job of making a viewer uneasy when she sees this – we’ve all been or known women who’ve done exactly this. It’s relatable when we see a brand address this, but I feel it wasn’t something I haven’t seen before. While the final statistic is interesting, the ending and message didn’t land as emphatically as I wish it had.

COCA-COLA: ALEXA, I SEE COKE (4)

An Alexa-enabled mechanism that has a witty chat with me to get a discount on Coca-Cola? Sounds easy until I take a step back and evaluate how to get there. While the idea seems simple enough, I’m left with questions of how I will do this – that doesn’t seem straightforward from the beginning. I like the idea of using voice to shop as I watch, but I’m not sure of the efforts I will take to get my drink.

GHAR PAR: WAXING LADY TUTORIALS (5)

From beginning to end, there’s nothing I didn’t love about this. Strong and real insights with an execution that is just as strong and real. The big C is no stranger to any of us. To see a brand whose service model builds deep relationships with the women they serve use that for good, is all things warm and wonderful. I would love to see the stories that come out of this, and I hope this becomes a model for other countries to follow.

Ikea Blavingad Collection

Agency: Memac Ogilvy

Maggi Cook the Difference

Agency: Publicis Middle East Production house: Camouflage

Roche Diagnostics

Jasady

Director: Pascale Kashouh

Production: Montage TV

DOP: Ed Yazbeck

Creative design: Zena Risheg

Coca-Cola

Alexa, I See Coke Agencies: VMLY&R Commerce, VMLY&R Dubai and Open X

Ghar Par Waxing Lady Tutorials Agencies: Impact BBDO, Contentory, Helipad Productions and Walnut PR

The Spin

At The Spin, we love a good April Fool’s Day prank and so do brands it appears. Some were smart, some were very obvious and others we couldn’t work out if they were actually pranks. The Heinz twoway ketchup bottle was one such example.

What probably wasn’t a prank was an upside-down ad by Danube, spotted by eagled-eyed followers of Dubai Problems. Many theories were floated about the reasons behind the flipped ad, with the funniest one being that it was targetted at Australian investors (they do come from the land down under after all).

Speaking of upside down and down under, in New Zealand things can plummet up, apparently. If you are

selling an investment property, be careful. The value might plummet up or soar down.

We were left scratching our heads at a 4-hour YouTube car advert for the Nissan Ariya in the US. At an epic 4 hours, 8 minutes and 33 seconds, to be precise, it has racked up 17 million views, so we are clearly missing something here. We thought attention spans were getting shorter not longer?

Appointments

Global omnichannel media agency Assembly announced the promotion of FAISAL DEAN to Chief Executive Officer. He previously held the position of Managing Director within the agency. He was also responsible for the expansion of Assembly’s MENA operations beyond Dubai to Cairo and Riyadh. In his new role, Dean will continue to oversee all Assembly operations in region. Dean will report to James Townsend, Global CEO of Assembly and Stagwell Brand X Performance Network.

Proven Arabia, announced that LEANDRA MEINTJES has been promoted to Chief Marketing

Officer, taking on a broader scope of responsibilities for Proven’s group of companies and brands. Meintjes has been a part of the company for almost three years and aided in the launch of its dedicated marketing agency, Proven 360. In her new role, she will look after client acquisition and strengthening Proven 360’s position in the market.

Dentsu has announced the promotion of FAISAL AHMED to Head of Performance, Media for Dentsu MENA. In his newly created role, Ahmed will provide operational leadership for Performance across the group’s media brands Carat, iProspect and Dentsu X. He will also lead the integration of digital products, tools and capabilities, and is tasked with driving performance media strategies for

Dentsu’s clients across the MENA region.

Oppo announced the promotion of LUCY AZIZ to Head of PR & Communication – GCC. In her role, Aziz will lead the brand’s entire communications direction and strategy across five countries. Aziz has almost a decade’s worth of experience across PR, communications, and branding. She first joined Oppo in 2020 as PR & Communication Manager and then was promoted to Senior PR & Communication Manager before being promoted to her current role.

TBWA\RAAD has announced the promotion of ROMY ABDELNOUR to the position of Head of Communications. In her new role, Abdelnour will lead the agency’s public relations and corporate

communications strategy, reporting directly to Group CEO Reda Raad. She will be responsible for promoting the company’s vision in the region.

Previously, Abdelnour served as Corporate Communications Director.

JAMES DRUMMOND, a former Financial Times journalist for the Gulf area, has been appointed as Arabian Gulf Business Insight’s (AGBI) first Editor-in-Chief. AGBI is a new web platform that covers news, events and issues that shape the region’s economy.

Drummond will oversee the future development and growth of the digital resource AGBI