Campaign Middle East - September 2023

NATALIE COOKE

CLAUDINA HARPER

JESSICA MOINI

MARIZE SAMI

LAYLA TAMIM

NATALIE COOKE

JACKIE HUGHES

MANAL KHATER

MARIA POULTON

RAKSHA KHIMJI

REBECCA AMEY

MARYAM ABDUL GHAFFAR

LAYLA TAMIM

NOOR WAFA

INSIDE:

PRANDEVENTS GUIDE2023

MANAL KHATER

WOMEN IN

ADV ERTISI NG

YASMINE HUSSEIN

LAMA AL KHAWAJA LAMA AL KHAWAJA

NINDI SHARMA

LAYLA TAMIM

LAMA AL KHAWAJA

NATALIE COOKE

JESSICA MOINI

DAMAYANTI

PURKAYASTHA DAMAYANTI

DAMAYANTI

ELDA

MARIZE

VERONICA VERONICA NIPAY

JACKIE HUGH

NATHALIE GEVRESSE

NADIN AL ALAMI

ELDA CHOUCAIR

CATHERINE BANNISTER

MARIA POULTON

MAI YASSIN MAI

DUMINDRINI RATNAYAKE

MANAL KHATER

A LOT CAN CHANGE IN FOUR YEARS.

www.gambit.ae

2019: Gambit Communications launches.

2023: World champions. The region’s first ever Gold Cannes Lion in the PR Young Lions category.

2019: Team of two. One client.

2023: Team of thirty. 41 multinational clients.

2019: Trophy cabinet.

2023: Trophy wall housing 23 Golds, 16 Silvers and 7 Bronzes from 163 industry nominations.

2019: You’re looking for an agency that matches your winning mindset.

2023: Your move.

Gambit Communications. Make the First Move.

Top speakers lined up for inaugural Athar - Saudi Festival of Creativity

Global marketer Fernando Machado has been unveiled as the latest speaker at the inaugural Athar - Saudi Festival of Creativity taking place in Saudi Arabia in November. Machado, who has more than 200 Cannes to his name, will be joined by Rayyan Aoun, Executive Creative Director at Wunderman Thompson Riyadh, the agency behind Saudi Arabia’s first ever Cannes Lions International Festival of Creativity Grand Prix win.

Machado is the former Global CMO of Burger King and known for pushing the creative boundaries to drive business growth. He led campaigns such as McWhopper and Google Home of the Whopper during six years at the fast food giant. Before joining Burger King, Machado worked for 18 years at Unilever. Machado is currently the Global Chief Marketing Officer for the NotCompany (NotCo) - a fast-growing, plant-based food company. He is also a board member at engagement platform Braze.

Aoun, Executive Creative Director at Wunderman Thompson Riyadh, headed up the creative team that scooped a coveted Grand Prix for a HungerStation campaign called The Subconscious Order. He says he has always been really hopeful about the creative industry in Saudi. “We believed in it, invested in its talent, and have helped put Saudi Arabia on the creative map, both regionally and internationally.”

Athar provides a platform for the community to meet, be inspired and elevate the creative industry even further. The festival will host more than 1,500 delegates, 300 up-and-coming talent, more than 80 speakers and 12 academies for up-and-coming talent, along with CMOs and executive women.

ETIHAD THE IMPOSSIBLE ORCHESTRA

The festival will also recognise the best in Saudi creativity with the Athar legacy awards of the decade. Athar - Saudi Festival of Creativity will become the Kingdom’s hub for inspiration, collaborative innovation and celebration, giving brands and agencies the opportunity to network and do business.

The festival will host more than 80 national, international and celebrity speakers who will deliver thought-provoking insights across six content themes. These include: technology as a creative driver, strategies that help grow brands,

inspiration and idea generation, work culture and talent, bringing a positive change to society, and Saudi Arabia – a thriving market for the creative community.

The festival will take place over 13-16 November at the Crowne Plaza Riyadh, and is organised by Motivate Media Group and TRACCS. To find out more visit www.atharfestival.com

Netflix launches Women In Film

Netflix, in partnership with the Arab Fund for Arts and Culture (AFAC), has launched a training programme for emerging female filmmakers. It aims to introduce the creative filmmaking process and the different roles women can play behind the camera.

The programme, called ‘Women in Film: Introduction to the Creative Process,’ will feature a series of workshops and insights into today’s filmmaking industry.

45 women, aged 21 to 27, who have studied film studies and live in Egypt, Jordan, Saudi Arabia, Kuwait or the UAE, will be selected to take part.

Participants will be introduced to scriptwriting and the creative process of filmmaking by established female filmmakers from the Arab region.

All participants will also be provided with the opportunity to visit Netflix’s production hub in Europe early next year.

Etihad Airways has been reaching for the skies based on a high-energy video it has shared online with the slogan: At Etihad, Nothing Is Impossible. The agency behind the video is credited as Impact BBDO. The 45-second YouTube video shows cabin crew jumping from a plane in a Mission: Impossible style clip. It is an ode to the airline’s links to Mission: Impossible – Dead Reckoning Part One, the latest instalment in Tom Cruise’s film franchise.

*On 11 October, Campaign Middle East will be hosting the Campaign Saudi Briefing in Riyadh.

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

Machado is the former CMO of Burger King and will be one of the key speakers at Athar - Saudi Festival of Creativity.

SRMG Ventures announces $5m investment in regional music streaming platform Anghami

data from the leading digital streaming platforms, including Anghamito highlight the artists and songs driving the global and regional music industry.

Thmanyah, Independent Arabia, and Hia, all notable audio content creator outlets under SRMG, are present within the Anghami platform, setting the stage for continued collaboration between SRMG and Anghami.

Jomana R. Al-Rashid, CEO of SRMG, said: “Audio consumption is growing fast in the MENA region. In 2022 alone, the market size for audio increased by 35 per cent.

“This demand coupled with the commercial opportunity it presents makes digital audio and media one of the investment priorities for SRMG Ventures. These opportunities are also demonstrative of our strategy and commitment to support and develop the media ecosystem, act as a catalyst for further growth and enhancement of SRMG’s offerings and services.”

SRMG Ventures has announced a $5m investment in Anghami.An investment by the MENA region’s largest integrated media group in Anghami marks a significant development in the region’s rising music and audio industry.

SRMG Ventures will boost Anghami’s growth through its extensive media reach, content library, and portfolio of assets in audio/podcasts.

It will also enable the music and entertainment streaming platform to capture a larger share in the sector that is forecasted to reach $700m in 2026. Anghami has established itself as the region’s music and entertainment streaming platform.

Since launching in 2012, the platform has broadened its portfolio beyond music streaming.

It now provides in-house productions, branded music and video content, concerts and live events, a record label for Arab artists, podcasts, a music lounge with live entertainment, exclusive and original Arabic content, along with its renowned music streaming service.

The breadth of data and its leading distribution capabilities present compelling collaboration opportunities with SRMG.

Billboard Arabia, the latest addition to SRMG’s media portfolio, will introduce several charts using

Eddy Maroun, Co-founder & CEO of Anghami, said: “Working together with SRMG, a leader and innovator in regional media, Anghami will be able to unlock further opportunities to champion the music ecosystem. This partnership will propel regional artists to greater heights, expand their global reach, and create new touchpoints for our users and artists alike.”

SRMG Ventures investment in Anghami aligns with the Group’s strategy to invest in businesses and areas of commercial growth, focusing on media creators, immersive and interactive entertainment, and digital media platforms and enablers that are at the forefront of technological and creative innovation.

McDonald’s unveiled new signboards, lampposts and mupis on Sheikh Zayed Road, but with a twist. The billboards have no mention of the brand or its logo. Instead, the signage features locations and activities that resemble the brand’s golden arches. The concept took inspiration from everyday objects turning common sights into a visual cue for the brand.

Talabat’s latest campaign features popular TikToker and content creator, Khaby Lame. It takes a humorous and relatable approach to tackle the pain points that many food and groceries delivery customers face. Posing Talabat as the solution to order without having to pick up the phone, the campaign aptly adopts the tagline ‘Say less’.

SRMG Ventures will boost Anghami’s growth through its media reach, content library and assets in audio/podcasts.

KSA Minister of Culture and MBC to launch new televison channel

The Kingdom of Saudi Arabia’s Minister of Culture has partnered with MBC Group to launch a new television channel focusing on Saudi culture.

The partnership agreement was signed by His Highness Prince Badr bin Abdullah bin Farhan Al Saud, Minister of Culture for the Kingdom of Saudi Arabia, together with Waleed bin Ibrahim Al Ibrahim, the Chairman of MBC Group, the largest media company in the Middle East and North Africa (MENA) region.

The agreement also includes the launch of a new digital platform dedicated to similar content. The platform will be aimed at audiences who prefer to consume most of their content online and will publish articles, podcasts, and videos such as short documentaries.

The launch of the new television channel aligns with the cultural objectives of Saudi Vision 2030 to position the Kingdom as a regional hub for culture.

The new television channel will broadcast programming focused on the Kingdom’s history, current events and offerings. Aiming to appeal to a wide range of audiences, the content will be featured in the forms of documentaries, as well as general entertainment.

The programming is also set to

include content on arts, literature, history and heritage, poetry, film and theatre, design, fashion, and dining and hospitality.

Documentaries scheduled to feature include ones centred on the lives and memoirs of prominent Saudi figures, while other programming will comprise theatre performances and productions, Saudi arts and culture talks and showcases, as well as talk shows with renowned academics in their space.

Meta to roll out Threads on web

Meta Platforms is set to roll out the web version on its new text-first social media platform Threads.

Adam Mosseri, Head of Instagram stated on August 21, that the web version of Threads will be rolled out over the next few days.

“We are rolling out Threads on web over the next few days and everyone’s excited,” Mosseri said.

He also mentioned additional updates to the app itself, “Two small updates for Threads that are worth mentioning: we’re rolling out a new reposts tab on your profile so you can see all the threads you reposted in one place. We are also, based on your feedback, adding reposts to your following feeds.”

On the new web version, users will be able to post a thread, view their feed and interact with other people’s threads. However, other aspects of the mobile app will not be available on the web initially.

Both the upcoming televeision channel and digital platform will involve the work of Saudi talent and creatives, with MBC Group converting their content into “cultural assets”.

The yet–to-be-named channel will air on MBC’s TV satellite network, as well as its streaming platform, Shahid, starting from its launch in September 2023.

MBC Group has said that it will release more information on both offerings in the upcoming months.

For example, users won’t be able to edit their profile or send a thread to the direct messenger feature of Instagram.

The launch of Threads on web aims to rebuild customer interest and gain an edge over X, formerly known as Twitter.

Threads, which crossed 100 million sign-ups for the app within five days of its launch in July, saw a decline in its popularity as users returned to the more familiar platform X after the initial rush.

twist, a feline one. To show its energy drink propositions in the ad film, Volt does away with humans, instead opting for a cat. The film revolves around the cat experiencing an energetic day while having fun with its friends.

Egyptian–based energy drink Volt’s latest campaign takes on a new

Expo City Dubai has launched a new film showing its grand vision for the future. Crafted by Emirati director Ali Faisal Mohamed Mostafa and Boomtown Productions, the film’s visuals and emotive storytelling hope to leave an impression on viewers of Expo City Dubai’s commitment towards a cleaner, healthier and brighter future.

Agency Saatchi & Saatchi UAE Production house Boomtown Productions

HH Prince Badr bin Abdullah bin Farhan Al Saud together with Waleed bin Ibrahim Al Ibrahim

CELEBRATING THE VERY BEST PEOPLE, TEAMS AND AGENCIES ACROSS THE REGION

ENTRIES OPEN FOR THE FOLLOWING CATEGORIES:

AGENCY SPECIALTY

Creative Agency

Digital Agency

Events, Experiential and Engagement Agency

Independent Agency

Influencer Marketing Agency

Integrated Marketing Agency

Media Agency

Performance Marketing Agency

PR / Communications Agency

Production House of the Year

Social Media Agency of the Year

Start Up Agency

AGENCY GEOGRAPHY

Best Agency - Egypt

Best Agency - Iraq

Best Agency - Jordan

Best Agency - Kuwait

Best Agency - Lebanon

Best Agency - Oman

Best Agency - Qatar

Best Agency - Saudi Arabia

Best Agency - UAE

PEOPLE & TEAMS

Account Person

Agency/Producer or Team

Arabic Copywriter of the Year

Corporate Comms & Marketing Team of the Year

Corporate Comms & Marketing Individual of the Year

Creative Leader

Creative Team

Head of Agency

Influencer Management Team Investments / Trading / Media Buyer of the Year

Influencer Management Team Investments / Trading / Team of the Year

Outstanding Woman in Advertising or Media

Strategic Leader Media Planner of the Year

New Business Development Person of the Year

New Business Development Team of the Year

Talent Management Individual

Talent Management Team

Entries deadline: 21 September 2023

www.aoyawardsme.com

Enquiries: nadeem@motivate.ae

Making significant strides in the region’s AdTech landscape

Smartifai rolls out operations in MENA, strengthening its team and enhancing audience context offerings

Smartifai, a leading provider of audience context solutions to advertisers and marketers, has announced the successful rollout of its operations in the MENA (Middle East and North Africa) region. This expansion signifies a major milestone for the company as it further solidifies its global presence and reinforces its commitment to delivering a cutting-edge AI-driven approach. This has been developed through proprietary solutions accessible through Smartifai’s customised Demand-Side Platform (DSP) and Supply-Side Platform (SSP). This helps advertisers win attention through high-impact In-Screen and In-Image ad formats in today’s competitive landscape.

Smartifai’s suite of products is powered by Cognitive AI, harnessing advanced technologies such as computer vision, machine learning and natural language processing to provide unparalleled content analysis with human-like precision. The company’s three core offerings, COGNAI, ADDEX, and ACTIVEX, have transformed how advertisers and marketers understand and engage with their target audiences.

COGNAI (Cognitive AI) serves as the foundation of Smartifai’s solutions, utilizing state-of-the-art AI algorithms to analyse vast amounts of content. By leveraging computer vision, machine learning and natural language processing, COGNAI delivers insights and actionable intelligence, enabling advertisers and marketers to make unrivalled decisions.

ADDEX (Addressable Context), a vital component of Smartifai’s product suite, empowers personalised targeting and customisation by establishing the social context of consumers across different social platforms. Through ADDEX, advertisers and marketers gain a comprehensive understanding of their audience’s preferences and interests, facilitating the delivery of tailored marketing messages and enhancing audience engagement by leveraging the power of social context.

ACTIVEX, Smartifai’s third offering, combines Live Context with audience motion and mobility context. By leveraging on-device intelligence, ACTIVEX enables hyperpersonalisation, allowing advertisers and marketers to deliver real-time, contextually-relevant communication to their target audience. This innovative solution empowers brands to create immersive experiences and establish deeper connections with their customers, capitalizing on the power of motion and mobility context.

The successful rollout of Smartifai’s product offerings across the MENA region has garnered widespread acclaim and support from leading media agencies and client partners. Advertisers and marketers in the region have embraced the power of audience context to unlock new opportunities, optimise their campaigns, and deliver superior customer experiences.

In line with its commitment to continuous growth and innovation, Smartifai is delighted to welcome Sachin Kumar as Co-Founder and Chief Growth Officer. With a proven track record of driving AdTech business and enhancing products, Sachin’s appointment further strengthens the company’s leadership team and augments its capabilities in delivering cutting-edge AI solutions to advertisers and marketers.

As the Co-Founder and Chief Growth Officer, Sachin will play a pivotal role in spearheading Smartifai’s growth strategies, driving product innovation and establishing strategic partnerships across the MENA region. With his extensive industry experience and deep understanding of the AdTech landscape, Sachin will collaborate closely with advertisers, marketers and agencies to unlock new avenues for growth and establish Smartifai as a leading provider of audience context, helping businesses win audience attention in the region.

Commenting on the growth and team strengthening, Smartifai’s Co-Founder & Chief Commercial Officer, Herman D’Souza, expressed his enthusiasm for Smartifai’s MENA operations. “We are thrilled to extend our footprint into the MENA region, a market brimming with immense potential and ripe for AI-driven solutions. The support and enthusiasm we have received from agencies and client partners have been truly remarkable. We are confident that with Sachin’s expertise, we will accelerate our growth trajectory and deliver exceptional value to advertisers and marketers.”

With its successful rollout into the MENA market and the addition of Sachin to its leadership team, Smartifai is poised to make significant strides in the region’s AdTech landscape. As a leading provider of audience context to help advertisers and marketers to win attention, the company aims to empower businesses to leverage the full potential of AI, drive innovation, and achieve sustainable growth in an increasingly digital and data-driven world.

Sachin Jain, Co-Founder & Chief Growth Officer at Smartifai

WOMEN

IN ADVERTISING 2023

Putting together our annual Women in Advertising issue couldn’t have come at a better time. The FIFA Women’s World Cup was in full swing, drawing record viewers and creating a real buzz about female sport. And we also had the Barbie movie, turning everything pink and putting female empowerment in the spotlight. The advertising industry in this region also has plenty to shout about when it comes to diversity, based on the comments we received from the many women executives we spoke to. It’s a long road and no-one will deny there is a lot more work to do to level the gender playing field. But the feeling is one of positivity and that the driving force of change will not slow up. So please enjoy Campaign Middle East’s Women in Advertising section, and the inspiring stories within. And with Barbiemania still taking the world by storm, I’m sure you will forgive us for the shades of pink livening up the pages.

“EMBRACE YOUR AUTHENCITY”

Jessica Moini is the Commercial Director of Middle East, Turkey and Africa at InMobi.

Do you think the industry has become more inclusive?

Over the past 12 years of my career, I’ve witnessed significant advancements in making the advertising industry more inclusive, and today we see more female leaders than ever before. However, there are still challenges to overcome, such as ensuring equal opportunities for women in leadership positions and addressing unconscious biases in hiring practices. Our collective efforts must continue to create an even more diverse and equitable industry for all.

What have been your high and low points as a woman in advertising?

Throughout my path, I have confidently stood in rooms dominated by men, displaying poise and determination. However, five years ago, I faced a personal challenge when I underwent a double mastectomy, which understandably took an emotional toll. During this period, I grappled with my self-esteem and for a period of time found it challenging to be the centre of attention, which, as a leader, is unavoidable. But, rising above these challenges, I embraced my authenticity and regained my confidence, becoming my strongest advocate.

What advice would you give to women starting out in the industry?

To all the aspiring women stepping into the advertising world, I say this: embrace your authenticity and unique perspective, for they are your superpowers. Believe in your abilities, be open to feedback, and don’t shy away from taking risks or challenging the status quo. Cultivate a supportive network, mentor others, and lift each other up, fostering a sense of camaraderie and empowerment.

What warning would you give them?

As you embark on your journey, be mindful that challenges may arise due to existing biases. Instead of being disheartened, use these hurdles as stepping stones towards your success. Stay true to yourself, never compromise your values or self-worth, and remember that every setback or bias-inflicted situation can be an opportunity for growth, both for you and for the others involved. Your determination and resilience will enable you to break barriers and make a lasting impact in the industry.

What message would you like to give men in advertising?

I urge you to be strong allies and advocates for gender equality. Embrace diversity in all its forms and actively support women’s voices. Acknowledge and challenge any unconscious biases that may exist in the industry and in your workplace and collaborate with women to dismantle systemic barriers. Through fostering an inclusive environment where everyone’s talents can flourish, we create a harmonious, collaborative and innovative industry that benefits us all.

Elda Choucair is a dynamic CEO with an organic approach. Her goal is to accelerate the group’s transformation through developments in automation, predictive modelling and ecommerce, while bringing the agency’s training and upskilling to the very highest level. With a 15-year history at Omnicom and plenty of accolades under her belt, she also lends her expertise to industry bodies, including the ABG, the IAB GCC and the International Advertising Association UAE Chapter.

She says: “In a 2023 global survey by advertiser trade body WFA, 72 per cent of industry respondents say their company is actively taking steps to be more diverse and inclusive. Things look a little less rosy when respondents assess the progress at industry level. Yes, the GCC remains largely positive about the progress made, at 52 per cent for ‘things have improved in terms of the industry being more diverse and inclusive in the last two years’. But it’s only 2 per cent above the world average and we rank 16th in the 33 markets covered. More concerning, we showed the highest score (9 per cent) for ‘things are worse’. The perception is therefore that while at company level we seem to do great, the industry as a whole isn’t doing as well.

It’s obviously a question of perspective, where one is coming from and what they’re looking at. Critically, diversity isn’t one thing. It includes ethnicity, age, physical and mental health issues, faith, beliefs and preferences. It’s about how they are treated and involved in the decisionmaking process of their organisation. It’s about how well they are heard and the value the company, and collectively, the industry places on them. When few women, ethnic and faith minorities, and disabled individuals rise to the top positions, it’s clear we’re not going to see this region as performing well on DE&I.

It can’t be solved by DE&I washing though. Putting people in senior positions because of what they are as opposed to what they can do is crass, cynical and counter-productive. It’s about giving everyone, blindly, equal opportunities to shine and fulfil their potential, removing bias and pre-conceptions. Neurodivergence doesn’t mean people can’t be powerful CEOs and neither does the colour of their skin or the fact you are wheelchairbound. When key groups are still underrepresented in senior positions and report promotion or hiring decisions are discriminatory, they lack role models and perceive the situation as impacting their career progression adversely.

I must say by luck or affinity, I have never had to face any form of discrimination because of my gender. It has sometimes been harder to be heard than I would have preferred but it’s hard to pin this on my being a woman. It could have easily been on my lack of experience or seniority at the time.

On the other hand, I felt extraordinary validation when I was made CEO of PHD MENA and then OMG MENA. There is plenty of recognition for past achievements and expectation for the ones to come in such promotions. That was followed by industry roles in associations and bodies, including some from the UN, and these assignments truly give you a sense that you are shaping the industry and helping it move along.

How do we move forward on this? It’s all about standing up to scrutiny and not hiding behind the veil of prejudice, tradition or antiquated stereotypes. What we need is an ambitious and constructive debate and effort, not confrontation and power play. We’re not the only industry where biases exist but as communicators, we have a very special role to light the path forward and promote best practice, from within. Everyone, women and men, need to be clear about their potential and their ambitions and make that clear to their organisation.

The reason why I am so keen to contribute to our industry’s development is that it is an extraordinary moment for it. It presents amazing opportunities for existing and upcoming talent in a wide range of disciplines and just like we need more women and analytical power in science and tech roles, the same applies to advertising and media. We need to find the talent to fill the yet to be created roles the move to AI and automation will require. We simply can’t afford to be biased, blinkered or restricted in any way. Talent comes in all shapes and sizes and this diversity is beautiful and effective.

The workforce participation of women in the region lags behind advanced economies and even the world average. Let’s just say there is plenty of room to grow, as we’re about half of the world average. There are many policies in place for women and people of determination to enter the workforce. Businesses also have to step in.

“Let’s just say there is plenty of room to grow, as we’re about half of the world average. There are many policies in place for women and people of determination to enter the workforce”

“WE NEED AN AMBITIOUS AND CONSTRUCTIVE DEBATE”

Elda Choucair, Chief Executive Officer at Omnicom Media Group (MENA)

“DON’T UNDERESTIMATE WHAT YOU CAN ACHIEVE”

Marize Sami, Deputy MD, Dentsu Creative MENA

building connections with consumers but also shaping attitudes and promoting a better world. My lowest point was when I took maternity leave and felt pressured and unsupported by management at the time, who doubted my capability to return to work at full capability. This is an experience I would not wish upon any woman and, as difficult as it was for me at the time, I am stronger for having went through it.

What advice would you give to women starting out in the industry?

Don’t underestimate what you can achieve, stay authentic, and own who you are. The value you bring will not always conform to the expectations of others, but that is what makes you unique.

What message would you like to give men in advertising?

Women are not all the same and rather than basing the value women bring to a project or role on an assumed conception, embrace the differences in others – even the unexpected ones. Promoting diversity leads to greater opportunities for underrepresented voices to be heard which then results in more authentic and representative work.

What more can be done to support the growth of women in the industry?

As a first step, agencies need to get better at creating internal support systems that offer stability, flexibility and a healthy work-life balance. The pandemic accelerated flexibility in timings and work location, but the lines between on and off work are more blurred than ever.

Over a diverse career spanning more than 18 years in the fields of communications and advertising, Marize is a trusted client partner and dedicated leader who is responsible for driving innovation, creatively-led and integrated solutions for Dentsu Creative. Prior to joining Dentsu, Marize worked for the likes of FP7, Leo Burnett and BBDO across client leadership and growth, with an impressive roster of clients in the banking and financial sectors and CPG categories. Marize is involved in several efforts to drive positive change in the industry, working closely with local universities and training colleges to support talent in their journey towards a career in advertising. Her awards catalogue includes trophies from Cannes, Dubai Lynx and Effie MENA for numerous ATL and digital campaigns throughout her career.

Do you think the industry has become more inclusive?

Yes, incredibly so. The percentage of women holding leadership positions in advertising has significantly increased since I first started and we now have many prominent female figures at the helm of very successful

agencies/networks regionally and globally. We’ve seen countless studies showing how women leaders help to increase productivity, enhance collaboration, inspire dedication and create a stronger sense of inclusivity. But there’s still a long way to go before the industry can claim to be 100 per cent inclusive. Steps are certainly being made as the positive impact diversity has on agency culture and the work they create is more recognised and appreciated.

What has been your high and low point as a woman in advertising?

My highest point was picking up a Lion for one of the campaigns I worked on with Unilever – achieving international recognition at Cannes, the highest accolade in our industry, which remains a highlight. Another honourable mention was a campaign for UN Women calling on women who were experiencing domestic violence to speak up. The media immediately drew attention to the subject, the topic was all over talk shows organically and the call centre was flooded with calls from women seeking help. This was when I felt that advertising can really change behaviours and can be truly effective. Not only selling products and

At Dentsu we have a gender-focused DEI council that listens to the needs of the female work force and activates initiatives based on these, as well as female acceleration programmes to help to readdress the gender balance in leadership. We also need to move from the idea of mentorship to that of sponsorship, where sponsors are advocates for their sponsees and heavily invested in their career success.

As an industry, it is great to see more and more events focused on female empowerment, upskilling and a dedication to shared progress. However, I would like to see more males in the room at these events.

What excites you about the advertising industry currently?  Seeing and taking an active role in the massive changes happening within the creative space. Technology is leading the conversation, specifically AI, and it is reshaping the platforms we use. It is no longer a ‘one size fits all’ with AI tools personalising user experiences and allowing us to draw meaningful patterns in data collected. It is very interesting to see how technology has impacted the way we communicate and how it influences consumer behaviour. And of course, the opportunity for us to remove more menial and repetitive tasks to focus on creativity and making great work is a very exciting one.

“Advertising can really change behaviours and can be truly effective”

In the dynamic world of marketing and entertainment, where competition is fierce, brands must find ingenious ways to captivate audiences and make a meaningful impact. At Warner Bros. Discovery, we firmly believe in the transformative power of brand synergy through cross-brand collaborations. By uniting the strengths of our iconic brands, we craft immersive experiences that resonate deeply, forging strong emotional connections with our audiences.

Forging genuine connections

At a time like ours, where consumers are inundated with abundant content and information, it has become paramount for brands to differentiate themselves and forge genuine connections. In this context, brand synergy emerges as a compelling solution, enabling us to unite with like-minded partners to create something greater than the sum of its parts. By aligning with complementary brands, we can tap into each other’s strengths, shared values and unique perspectives, forming an even more formidable force to be reckoned with.

The essence of successful brand synergy lies not just in the partnership itself but in the authenticity of the connection. When two or more brands come together with a genuine shared purpose, it becomes easier to weave a compelling and new narrative that resonates with the audience. This

narrative, in turn, has the power to evoke emotions, spark conversations, and leave a lasting impact on viewers.

Broadening horizons

Cross-brand collaborations also allow for exploring new horizons and reaching previously untapped audiences. As each brand brings its own loyal following to the table, there is a potential to broaden the reach and influence of the shared message. This collaborative effort also allows for creative experimentation, enabling us to explore innovative storytelling techniques, visual styles and formats that might not have been possible otherwise.

We have witnessed firsthand the transformative impact of collaborative campaigns that seamlessly integrate our differentiated and comprehensive portfolio of content and brands across television, film and streaming with our regional partners. A notable example is the recent collaboration between our brand Cartoon Network Arabic and LEGO, which bridged entertainment and play. We invited kids to participate in a creative competition that encouraged them to reimagine their favorite Cartoon Network characters using LEGO building blocks. Thousands of entries poured in, and the enthusiasm and imagination that these young minds invested in their creations was genuinely heartwarming. Twenty winners were crowned by the end of the campaign, but the impact didn’t stop with the announcement of the winners; it lingered in the hearts and minds of all who participated, inspiring them to explore their creative depths in new and exciting ways. It wasn’t just a competition but a celebration of creativity.

Building trust and credibility

The impact of brand synergy fosters a sense of community and shared values among brands and their audiences. When two reputable entities align their visions, it reflects a commitment to working together for a common goal, creating a positive association that resonates with consumers. This sense of unity builds trust and credibility.

In the realm of modern marketing, the power of brand synergy stands as an unrivalled force, capable of driving remarkable impact. It is a testament to

THE POWER OF BRAND SYNERGY

Warner Bros. Discovery MENA’s Layla Tamim reveals how crossbrand collaborations amplify messages and impact audiences

the boundless creativity and innovation that define our strategies. At Warner Bros. Discovery, we are steadfast in our commitment to crafting narratives that transcend individual brands, forging a seamless tapestry of stories that resonate and endure in the hearts and minds of our viewers. Our unwavering focus is not only on captivating audiences but also on enriching the cultural landscape of the MENA region.

Through the seamless synergy of diverse brands, we create a harmonious blend of entertainment and messaging that leaves an indelible mark on our audience of all generations - one powerful collaboration at a time. With each endeavor, we fortify our position as pioneers in the strategic evolution of brand partnerships and storytelling excellence.

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

Asenior agency professional with over 18 years of client-side and integrated agency experience spanning major network agencies both in Europe and across APAC.

Passionate about growing business and building solid client relationships. A strong believer in diversity of thought to drive creative ideas. Natalie is an experienced MD yet a business strategist by heartfocused on creating the conditions for great creative work. She has almost two decades of industry experience across both the UK and Asia Pacific, leading account teams and working on high-profile integrated clients from MasterCard, Starbucks, Abbott HealthCare, Pizza Hut, Burger King, Aldar Properties, Neom and Emirates.

Do you think the industry has become more inclusive?

Since the pandemic, there has been a marked shift in the number of companies truly putting DE&I at the

gender bias comments. For instance, during a meeting in the Far East, I was told that being emotional was linked to me being a woman, which I took as, and still consider, a compliment.

What advice would you give to women starting out in the industry?

Embracing your confidence and abilities is vital to breaking the glass ceiling and promoting more women in senior leadership roles. There is a significant confidence gap between men and women in the workplace, and leadership teams should actively encourage women to assert themselves and speak up. For women, building confidence should start before entering the advertising world. Engaging in open dialogues with prospective employers and understanding an agency’s culture, diversity and HR policies are essential during the interview process and preemployment research.

What message would you like to give men in advertising?

The debate of men vs. women in leadership is one-dimensional and can be frustrating. Success in any creative industry requires diversity of

“SUCCESS IN ANY CREATIVE INDUSTRY REQUIRES DIVERSITY OF THOUGHT”

Natalie Cooke, Group Managing Director, M&C Saatchi UAE

heart of their agenda. At M&C Saatchi, for instance, I am proud that we have a number of these initiatives in place. Because ultimately, policies that support women support everyone.

It’s great to see that we have moved towards gender-neutral paid parental leave, and now companies, including our group, are embracing ways to support women at every stage of their careers.

What has been your high and low point as a woman in advertising?

I’ve had far more highs than lows. It was only as I progressed to a senior leadership role that I began reflecting on my gender’s impact. Until the point of family planning, my gender didn’t seem to affect my career growth.

However, having worked in various continents and with many cultures, I did encounter a few instances of

thought which is one of our guiding philosophies at M&C Saatchi. Similar people think similar thoughts and therefore it requires both genders on leadership teams. There’s no movement against masculinity; nor any staunch feminist agenda. It’s about embracing different styles and qualities that make us all valuable in our industry. Open discussions are vital for driving change through policies and compassionate conversations that show emotional investment in employees. To create a supportive environment, it’s essential to understand how females and males feel within the organisation through surveys or conversations.

What more can be done to support the growth of women in the industry?

Many women may have taken career breaks or lack confidence in returning to work. I would like us to build more regional support and training programmes for these talented individuals. Additionally, providing platforms for women to connect and share experiences, especially at leadership levels, is crucial.

Promoting active allyship and zero tolerance for prejudice is vital, and it would be beneficial for the industry to commit to a governing body to address these issues seriously.

What excites you about the advertising industry currently?

It is the work that continues to excite me daily. Not only are we starting to see the creative output from the Middle East region smashing bars when it comes to recognition and awards, but more importantly, the briefs and the opportunities that come to us are allowing us to truly create meaningful change through our work.

“It’s about embracing different styles and qualities that make us all valuable in our industry. Open discussions are vital for driving change and passionate conversations”

“TAKE BOLD ACTION AGAINST THE BARRIERS THAT WOMEN FACE”

Jackie Hughes, Chief Strategy Officer, Impact BBDO

Do you think the industry has become more inclusive?

Since I first started out, women were certainly involved in the industry, but they were not equals. As time has marched on though, the stats speak for themselves: more women at management levels and more women in historically male-dominated fields within the industry than ever. So, I hope that this is a sign of greater inclusivity. Much work is still to be done though, so we can’t be complacent.

What has been your high and your low point as a woman in advertising?

The low was working in the androcentric 90s where, as a woman, I often felt objectified. I also, like so many women at the time, had to work doubly hard to succeed against the ‘old boys’ club’. The high is now –working as a Chief Strategy Officer across the region with a senior team where I am an equal partner and three of our key offices are managed by women.

What advice would you give to women starting out in the industry?

Only be willing to work in an organisation with clear signs of a supportive culture where you feel like you can belong and grow in the long term. Never, never join a culture that you don’t feel comfortable in. To adapt Drucker’s famous statement: culture eats people and their passions for breakfast. And when it comes to passions, these should include the integration of ideas and intelligence with data and digitisation – this is where the future lies.

What message would you like to give men in advertising?

Whilst involving men is clearly vital, I don’t see this as just a ‘message to men’ thing. People in advertising are experts in changing culture and behaviour and, whatever gender you identify as, to all of you I throw out the challenge of coming together and collaborating to agree on a set of actions that will bring

about greater gender equity across the industry.

What more can be done to support the growth of women in the industry?

Culture is the biggest blocker challenging the growth of women in our industry and this won’t change easily. It needs champions at senior levels who don’t just deliver speeches paying lip service to gender equity, but who take bold action against the barriers that women face, especially the ones that often go ignored. Supporting women properly is not just a moral imperative, but it also makes business sense – it is a strategy to do better work and drive economic growth. And business leaders who understand this will succeed.

Compared to the global industry, how well represented are women in the regional industry?

Women’s participation in the workforce in the Middle East is one of the lowest in the world but our industry here bucks this trend. If I look at our network, in particular, female representation is increasing across all levels and all skills, helped greatly by technology that is reshaping the industry and creating new exciting opportunities.

Are there any instances where your perspective as a woman has been reflected in your work?

Absolutely. Great communication comes from trying your best to understand the other with empathy. One of the pieces of strategy work that I am most proud of was the real beauty campaign for Dove. As part of an all-female team who were fed up with the status quo, we decided that it was time to challenge it by tackling damaging female stereotypes and unrealistic beauty standards. Without a female perspective, it probably wouldn’t have occurred to anyone to do something so different. I like to think that, since then, we have moved on though – I hope that whatever gender you are, you can feel more comfortable with challenging the status quo. At the end of the day, our industry is about future making.

“Only be willing to work in an organisation with clear signs of a supportive culture where you feel like you can belong and grow in the long term”

I’m guilty of changing shoes often, falling for them, staring at them, coveting them, buying them full price, half price, gifting them, and packing more of them than the days of a trip. Sneakers, sandals, high tops, low tops, stilettos, kitten heels, mary janes, sling backs, slides, wrong shoe, right shoe. You get it.

It feels vain. But I’m not.

I love walking in my shoes, and I love walking in yours. It’s at the heart of what I do.

I believe that the core of communication is empathy. And even though we’ve thrown empathy around like confetti, I’m a firm believer that we do better work, and become better at work, when we’re empathetic. And it starts with a stroll.

To understand and influence people, we need to do more than just read about them or monitor their online behaviour. We need to walk in their different shoes.

It’s not desktop research, it’s actual conversation and connection. It’s an art form that has been diluted or lost. Blame strained budgets, Covid, or our attachment to screens, but our sedentary lifestyles are not conducive to connection.

Consumer understanding happens outside the office.

I’m not saying social listening won’t cut it, but I am advocating for more strolls, more walking and talking.

Our best campaigns have been the result of walks, hangouts and living room conversations with our target audience. It’s real, raw research.

On a 6am walk to school with girls in Lagos, through mud and mice, I learned that missing class is missing out on life.

Within a group chat, the ‘IRL’ kind, in Sao Paolo, I saw sisterhood as survival, and power as feminine.

In a tiny living room in Moscow, I felt the essentialism of heels, and indoor plants.

Under a broken roof in Mexico City, I made the unlikely link between machismo and period products.

At a home-grown café in Riyadh, with a brownie and an almond mocha, I understood that women are driven by, but also driving, Vision 2030.

With tea and biscuits in London, a group of fathers explained why they outsource critical conversation to mothers, and how brands can help.

In a communal living space next to an indoor chicken-shed in rural Egypt, with big smiles and bare feet, I understood why optimism is the best coping mechanism. Brand content can deliver that.

There is nothing like a mix of body language, emotional undertones, natural settings, a sidewalk and a beverage to give you insights. That’s real connection.

Manal Khater, Head of Strategy, Leo Burnett

From Beirut to the world, I’ve become an accidental anthropologist designing campaigns for Brazil, Mexico, Germany, UK, Spain, France, Russia, South Africa, Kenya, Nigeria, Egypt, Saudi Arabia, Turkey, India and more. It’s not foreign, it’s a lived and shared experience. It’s knowing that social listening must get social, and practicing extroversion and empathy is key for strategy work. Consumers are people, and people are social first. Once we get in their shoes, we get to their guts, hearts and heads.

So go out there. Move. It isn’t always pretty or comfortable; I’ve caught all the viruses, sinus infections, and stomach bugs. But dirt is good. Pedicures are great. Being barefoot is grounding. Strolls are mind altering.

And of all the shoes that I’ve walked in, my favorites haven’t been mine.

It’s not fashion, it’s empathy and consumer understanding.

Do you think the industry has become more inclusive?

I believe that advertising is one of the most inclusive industries, especially modern advertising as we know it today. We can also witness this inclusion – even in key positions – in today’s Saudi advertising scene. Today we have Saudi women in the roles of CEOs, creative directors, business directors and strategic planning directors.

It is a natural result of the revolutionary change we’re witnessing in Saudi. In fact, I see that the industry in Saudi has become more inclusive of Saudis in general, females and males, ever since the launch of Vision 2030.

What has been your high and low point as a woman in advertising?

I’m sure different women had different experiences in advertising, some were good while others weren’t as much. But throughout my career, I haven’t experienced much, if at all, gender-related lows. Don’t get me wrong. I’ve had my fair share of lows but can’t really say if it’s different than what everyone, man or woman, experiences in their careers.

What advice would you give to women starting out in the industry?

I’d tell them to use their voices. In the sense that they need to speak their minds without fear of being perceived as ‘problematic’ or ‘hot-headed’. They also need to know that they shouldn’t be working twice as hard to prove they are worthy or good. They shouldn’t prove that to anyone but themselves.

What message would you like to give men in advertising? Not only men, but to all the creatives out there; pioneers, mentors, artists, and most importantly, the ones who still do what they do out of passion: you inspire me. Thank you. Keep going and God bless.

What more can be done to support the growth of women in the industry?

I believe steps had been taken in that direction for quite some time now. We clearly see this in the changed mindsets of decision-makers in the industry, who are allowing and even creating equal opportunities for all creatives regardless of their genders. On the local playground, the recent special attention given to arts and talents in Saudi resulted in numerous raising stars, not necessarily in advertising though. If some of that attention was put into finding and moulding the right talent for the industry on an institutional level at schools, youth programmes, etc, the Saudi ad scene will be changed forever.

“The ones who still do what they do out of passion: you inspire me. Thank you”

Lama Al Khawaja, Business Unit Director, Havas

Do you think the industry has become more inclusive?

We’ve come a long way since I first joined the industry; 15 years ago, most CEOs in our industry were male. Today, 3 of the big 5 agencies are run by female CEOs, which is incredibly reassuring and inspiring for young women.

For young females entering the industry, that in itself, sets them on a different path; knowing that just as any male in the industry, there is every opportunity for them to one day fill the same shoes of these female leaders.

There’s certainly greater appreciation around the need for diversity and the

table. There’s been an increased emphasis on growing the representation of women in leadership roles, nevertheless it’s an ongoing journey. While there has been tremendous progress, there is still underrepresentation in some disciplines and areas, but the industry’s commitment to change is evident.

What has been your high and low point as a woman in advertising?

As a female leader in advertising, one of my highs has been being part of that change. Being one of few women in leadership 10 years ago and seeing, as well as working with, an increasing number of talented female leaders has been empowering, not to mention having an inspirational female leader at Havas.

Having collaborated with many talented women across media, creative and PR, I’ve witnessed the positive

“SUPPORT YOUR FEMALE PARTNERS”

impact of the diverse perspectives that women have contributed to some award-winning and outstanding campaigns we’ve delivered to brands. My lowest point was returning from maternity and readjusting to the demands of work, along with the additional responsibilities I had at home. Finding a balance between parenthood and work is an ongoing challenge; managing my home, my children and their schedules, supporting with school and schoolwork. It not only takes two, it indeed takes a village.

What advice would you give to women starting out in the industry?

Believe in yourself, your abilities and your skills. Don’t doubt yourselves and don’t hesitate. One trait I consistently see in many men is confidence. If more women showed the same undoubted confidence, we would have more female leaders today.

The best investment you can make is in yourself. One of my favourite quotes is by Benjamin Franklin and forever holds true: “An investment in knowledge pays the best interest.” So, continuously invest in yourself, your skills and your knowledge. It’s priceless.

What message would you like to give men in advertising?

To the male partners of females in every industry, I’d say: support your female partners. The change starts with you. By taking on more responsibility in your homes, you create room for your partners’ growth and contribute to equal opportunity.

And to male colleagues in the industry: actively support and elevate your female colleagues. Be an ally to them. Encourage them to share their ideas, give credit to their contributions and continuously encourage a fair workplace.

What more can be done to support the growth of women in the industry?

It’s important that companies invest in leadership development programmes tailored to women, to help them continually develop the skills needed to excel in leadership roles.

In order to be able to retain more women and support their career growth, companies need to implement flexible work arrangements that enable work-life balance. In addition to that, introducing flexible paternity policies that accommodate longer paternity periods will give couples the option to choose and balance between maternity and paternity, which ultimately would help more women focus on their careers in turn supporting their growth.

What excites you about the industry?

What excites me about the advertising and media industry is its dynamic nature. It’s an industry where growth is constant as we are always exposed to the latest developments in technology and digital; both sit at the very core of our industry.

It also means we are able to continuously introduce new ways of engaging audiences, ultimately crafting unforgettable experiences. It’s exciting to be part of an industry that shapes culture and influences perceptions on a global scale. It gives me a sense of purpose and keeps me inspired.

value that different ideas bring to the

“Having collaborated with many talented women, I’ve witnessed the positive impact of the diverse perspectives”

“THERE’S A RISING DEMAND FOR DIVERSE PERSPECTIVES”

Photographer Maryam Abdul Ghaffar first picked up a camera aged 9, and has been attached ever since.

film director and an award for third place in the TAKT film festival.

After that she worked on a film called ‘Why people take photos’ which won an award for best short documentary from the Los Angeles Film Awards in 2023. Maryam became the recipient of an international award (Chromatic Award) with honours twice.

“My goal is to continue creating art behind the camera. However, infront of the camera, I am a content creator who creates content for photographers and filmmakers. My work is a mix of advertisements, commercials and corporate films (documentaries) for media selling, plus I still have my hobby which is films that catch my interest.”

Over the past few years, she has noticed a few key trends making a significant impact in the photography profession:

Shift to mirrorless: The rapid shift towards mirrorless cameras, driven by their lighter weight, improved functionality and enhanced image quality is one of the biggest trends. Fujifilm, in particular, has been at the forefront of this wave with their outstanding X-series and GFX-series of mirrorless cameras.

Authenticity in photos: There’s been a trend of craving authenticity in photos. With access to high-resolution-camera smartphones, the culture of carefully curated, picture-perfect images is shifting towards raw, candid, ‘in-the-moment’ photographs that capture real emotions and experiences.

Rise in social media photography: The influence of social media platforms like Instagram and Pinterest has ramped up, making them key venues for photographers to showcase their work and for businesses to source images. This has led to a new level of visibility for photographers but also increased competition in the field.

These trends are leading to a richer, more diverse, and technologically-advanced photography landscape. While they present challenges, they also offer exciting opportunities for creative expression and problem-solving, which are at the heart of the photographer’s craft.

Maryam is an ambassador for Fujifilm, a role she loves because it gives her the opportunity to represent a community that shares a deep-rooted passion for photography. “Being able to connect with this global community, contribute to innovative discussions and help shape the future of photography demands a blend of responsibility and creativity that I greatly enjoy.

“Representing Fujifilm, a brand synonymous with quality and innovation in the field of imaging technology, is an incredible experience. The commitment it exhibits towards pushing creative boundaries inspires me every day, making this role truly fulfilling.” As a Fujifilm ambassador, she receives plenty of support from the brand. “With their state-of-the-art cameras and equipment, I’m empowered to explore fresh perspectives and push the boundaries of my photography. This sponsorship from Fujifilm, both materially and conceptually, unquestionably amplifies my ability to not only refine my photographic skills but also add unique value to my work, enriching the global photography landscape”.

“Ilove capturing the true essence of things and showcase them through my lens. My curious nature and passion for photography landed me some unique opportunities to showcase my work and be part of some exciting projects,” she said.

Her earliest exposure was undergoing a Bachelor’s degree at the University of Toledo (U.S) where she was selected to complete a three month photography programme. From there, Maryam was able to land three independent photography projects at Ohio State.

She was selected to enter the American Film Showcase to film documentaries and was trained to become a film director. Maryam won awards for best short documentary, best

Demand for diverse perspectives: With a global audience guaranteed via digital platforms, there’s a rising demand for diverse perspectives across different cultures, communities and people.

Sustainable practices: There is an increasing commitment to sustainable and ethical practices in photography, including reduction of plastic waste, responsible travel and heightened respect for indigenous cultures and wildlife.

AI and computational photography: The rapid advancement in AI and computational photography offers tools to further enhance creative possibilities, with features such as object and pattern recognition, automated settings for optimal image capture and sophisticated editing options.

IS A MARATHON, NOT A SPRINT”

truly excite you. The days are long, and the work can often be thankless. You need to love it enough to get yourself out of bed and into the office day after day. Advertising is a marathon, not a sprint. Choose the right set of people to guide you, cheer you on, and pick you up along the way.

What message would you like to give men in advertising?

Born in Singapore, educated in Australia and now residing in DubaiI started my career in 2003 at TBWA’s Asia-Pacific HQ before moving over to the client side to MTV Asia (Viacom Media). My journey in the ad world teaches me something new every day, and I wouldn’t have it any other way. In my current capacity as Managing Director of Team Red Dot, I lead strategy & operations across all three departments within the agency. In the last 20 years, I’ve had first-hand experience in all aspects of the marketing mix – with brand, creative, media, social media strategy and most recently tech at the forefront. Running an independent agency in a region of network giants, I am passionate about providing brands the blueprint that truly helps them understand their consumers’ needs to ensure they stand out in this ultra-competitive environment.

Do you think the industry has become more inclusive?

Absolutely. If you are benchmarking against the Mad Men days when there would be a handful of women, working exclusively in admin roles, then it has. The enforced Covid lockdown that led to the growth of remote working has further accelerated this inclusion. More women have stayed on in their careers after having children due to much higher acceptance and flexibility of hybrid working, as well as technological advancements enabling this. Personally, in my 20 years in advertising – I have never felt ‘excluded’ in this industry.

What has been your high and low point as a woman in advertising?

My high point has been owning and running a very successful independent agency in this region – and seeing it not only survive, but flourish post Covid. I think a woman’s natural tendency to look after those in her care was my driving force to ensure that no one was let go as a measure of costcutting. My low point was when a client, during his annual renewal, demanded he have someone ‘hotter’ manage his account instead of the client servicing personnel assigned to his account, and even took it upon himself to name a few contenders in our office. I was utterly disgusted at how blatant he was, and once I got to the bottom and understood that the request had nothing at all to do with performance or competence – and was purely based on looks – we dropped the client.

What advice would you give to women starting out in the industry?

You have two types of women in advertising. Those who play on the idea of being disadvantaged from the outset; and the ones who show up, speak up, and grow up with every challenge placed before them. Please be the latter. To be successful in this industry, you must possess fortitude and stay true to your belief system. Also, it needs to

Sending a message to men in the industry would be strengthening the gender divide. There is no running away from the fact that there are two genders. If you leverage their nuances (strengths) across the various functions and stakeholders, then you’re in pole position to embrace the new realities which continually present themselves to us. Whether it was the advent of digital, social media, the metaverse, or now AI, there’s greater things ahead than worrying about the gender of the person at the meeting table (or on the Zoom call).

What more can be done to support the growth of women in the industry?

It would be great if an agency-agnostic forum of women in the industry at all levels of their career met monthly to discuss the good, bad, and everything in between, and the steps they took to overcome or deal with issues that they faced through the years. This has given me food for thought – perhaps a good way to give back to the industry.

What excites you about the advertising industry currently?

I don’t even like to call it advertising anymore. And that is why it excites me. Ads are such a small part of what we do. Our role today is truly to understand how brands can bring value to a consumer’s life and then create connections and interactions which bring ease to the consumer while ensuring the experience resonates back to our client. The challenge is that there are a million ways to do this. Different things work for different consumer sets and industries. Every day is a new day to learn which wheels to set in motion. AI has opened even more avenues for us, we shouldn’t see it as a threat, but rather revel in the possibilities that we never thought possible just five years ago.

Raksha Khimji, Managing Director of Team Red Dot

“My journey in the ad world teaches me something new every day, and I wouldn’t have it any other way”

“ADVERTISING

Do you think the industry has become more inclusive?

I believe there is a growing awareness of the value diversity brings to this industry. Particularly here in Dubai, we are fortunately immersed in a so-called cultural melting pot with diverse people and backgrounds – which I believe has made the majority of people more tolerant of each other’s differences and more receptive to the value each one brings. I feel that this melting pot of cultures is naturally fostering a more inclusive environment for us all.

What has been your high and your low point as a woman in advertising?

What I would consider as a high point, not only as a ‘woman’ in

What message would you like to give men in advertising?

I would advise both men and women to develop a habit of challenging their own assumptions and biases. Be open to unlearning stereotypes and preconceived notions about people (including yourself) that you may have unconsciously acquired. Also, try to practice empathy by imagining yourself in others’ situations to genuinely understand their emotions and experiences. Lastly, let’s collaborate, give credit where it’s due and elevate each other.

What more can be done to support the growth of women in the industry?

I believe positive representation is powerful. Throughout the different stages of my career, I’ve had a manager,

“DISREGARD GLASS CEILINGS”

Veronica Nipay, Media Director, Magna Global

advertising but as a professional, is being in a place where I am able to positively influence and grow people, motivate, mentor and unlock their potential, and then witness their achievements. This provides me with a particular sense of pride and fulfilment. Most especially when it comes to people, I know who work very hard and are always eager to grow.

I find it difficult to think of a low point. But if I really had to think of something, I would find it disheartening to see people not making the most out of the chances and opportunities they have that a lot of other people would otherwise give anything for.

What advice would you give to women starting out in the industry?

If you’re willing to put in the hard work and others can see the value you bring, the so-called barriers disappear. So don’t let stereotypes of any kind, including gender, affect the effort and passion you bring to the table. Always give it your best, be passionate about what you do, and keep improving yourself. Disregard glass ceilings, but rather constantly strive for self-improvement, and success will follow.

CREATE A COMMUNITY”

Yasmine Hussein, Business Director, Rufus MENA

Do you think the industry has become more inclusive?

The advertising industry is becoming more inclusive. In recent years, we have witnessed an increasing presence of women in leadership positions in the region, especially in markets like Saudi Arabia, Egypt and the UAE. And while we have seen efforts to drive gender equality within the workplace, it is essential to recognise that inclusivity goes beyond just gender equality and involves embracing diversity in terms of backgrounds, experiences and more. And this requires consistent efforts in the workplace to foster an environment where everyone’s perspective is valued regardless of gender or background.

What advice would you give to women starting out in the industry?

Believe in yourself: have confidence in your skills and abilities and the value you bring to your team and peers.

Learn continuously: the industry is always evolving. Stay curious and keep learning about new trends and best practices. Speak up: Share your ideas and opinions. And always remember that different perspectives lead to innovation.

Work-life balance: It is okay to set boundaries and prioritise self-care from time to time.

Support other women: lift other women and create a community within the industry to share examples and motivate one another.

What message would you like to give men in advertising?

Be an ally to your female colleagues and recognise the value they bring to the table. Take the time to learn from their experiences and insights. And work together to promote a culture of inclusivity and collaboration in the workplace.

What more can be done to support the growth of women in the industry?

Create communities for women to connect with female peers, mentors and industry leaders. These communities are essential for knowledge sharing and networking to support women in their career progression and to open wider opportunities for them in the industry.

a director, and an MD, all are women –they’re my mentors and role models up to this day. I’ve always looked up to them, admired their strength, and most importantly, they’ve been a great source of inspiration and motivation for me to achieve and pursue great things. In my career, seeing a woman in a leadership position in this industry became a norm. Women achieve amazing things – and that’s normal. Positive representation of these women I know made so-called barriers disappear. I believe this mindset should be instilled in young women that regardless of gender, you can achieve great things if you don’t allow anyone including yourself, to put limits to what you can do.

What excites you about the industry?

The media and advertising industry is constantly changing. Technology is rapidly evolving, and consumer behaviours are continuously shifting. This drives us to learn new skills and adopt new strategies to stay current with emerging trends. We are not just keeping up. By learning and testing new approaches, we are actively shaping the future of this dynamic industry.

In your lengthy career, what were the biggest challenges you faced?

Throughout my professional journey, I have been fortunate to work with both strong female and male leaders. Their support and encouragement have driven me to consistently deliver my best. In any career path, there are moments of success and setbacks. However, it is important to approach each challenge as an opportunity to learn and grow. I have come to understand that embracing challenges with an open mind helps you grow stronger and more resilient.

“

Do you think the industry has become more inclusive?

In my view, inclusivity is a nuanced topic, often shaped by personal experiences within one’s immediate work environment. Speaking from my own journey, I have been fortunate not to have felt excluded or encountered any overt bias. I’ve had the privilege of collaborating with a diverse range of individuals hailing from different backgrounds, ages, ethnicities and cultures. With work experiences spanning the UK, Malaysia and UAE, I’ve found the industry to be inclusive and exhilarating.

On a slightly different note, it appears that the industry tends to attract a specific profile of individuals. The fast-paced nature of the industry, requiring quick thinking and assertive communication, often resonates with outgoing and confident personalities. As someone who leans more towards introspection, it’s heartening to witness the industry embrace a more empathetic and human-centered approach to functioning and leadership.

This evolving mindset emphasises understanding and empathy in work culture and leadership. From my perspective, the industry’s most successful and innovative moments tend to emerge when a diverse range of people, encompassing gender, culture, background, and personality, collaborate in the creative process.

These are some of the guiding principles we have adopted at Memac Ogilvy. Taking an open and candid approach to hiring, investing heavily in employee wellbeing, and collaborating with our global network to introduce best practices—all of which results in fresh, confident, relevant creative work that speaks not only to the audiences of our clients but also our own people.

What has been your high and low point as a woman in advertising?

Looking back, the high points for me have frequently centered around people. Witnessing a young colleague excel in a presentation or creative briefing, especially if they were initially apprehensive, has been incredibly rewarding.

Thankfully, low points have been few and far between. However, in the dynamic realm of creative agencies, there are days when strategies don’t align, or ideas don’t fully materialise. Reflecting on these moments, there’s often a sense of wishing I had expressed a certain thought or exhibited greater determination.

What advice would you give to women starting out in the industry?

For women, or anyone embarking on a career, my advice would be to play

aimed at accelerating the career progression of young women. As part of that, we developed a mandate that men in leadership could follow to help play their part in bringing more women into senior positions. That included creating clearer roadmaps for how women in their companies can reach leadership positions; providing more actionable and tangible feedback to women, answering research published in ScienceDirect showing a disparity in development feedback between men and women; committing to skillsbased and future skills-based interview techniques to remove gender bias when interviewing candidates; and proactively connecting or encouraging woman employees to connect with senior women in their field.

“PLAY TO YOUR STRENGTHS AND STAY TRUE TO YOURSELF”

Catherine Bannister, Chief Strategy Officer at Memac Ogilvy

to your strengths and stay true to yourself. Each individual brings a unique perspective to the table. Embracing your authenticity can lead to original thoughts, ideas and suggestions that have the potential to spark innovation. Overcoming any hesitations to voice your opinions is a crucial step in this journey.

Global findings suggest 85 per cent of people don’t speak up with ideas in the workplace through fear of rejection. The percentage is highest in women and that was made worse when we moved to a remote environment during the pandemic. This is something we, and particularly myself as CSO, take very seriously to overcome - creating an environment that is competitive and exciting but also safe and welcoming.

What advice would you like to give men in advertising?

Embrace the power of diversity and appreciate the strength that different viewpoints bring. A couple of years ago, Memac Ogilvy launched a pro bono project named Taa Marbouta,

What more can be done to support the growth of women in the industry?

I have found one-on-one mentoring to be an effective avenue for support. Delving into specific events or situations with the guidance of a mentor who offers a fresh perspective can provide valuable insights. Looking back, I recognise that having such guidance could have led me to approach certain situations differently during my earlier days.

What excites me about the industry?

What continues to excite me is the potential of ideas to reshape culture and elevate brands. This potential is not limited to ‘creative’ individuals alone; it extends to all contributors. True inclusivity emerges when individuals from diverse backgrounds collaborate, resulting in a dynamic and thriving industry.

“The fast-paced nature of the industry, requiring quick thinking and assertive communication, often resonates with outgoing and confident personalities”

Damayanti Purkayastha, Head of Strategy, MullenLowe MENA

What has been your high and low point as a woman in advertising?

An obvious high has been being promoted to Head of Strategy, but the more meaningful one has been that this role has given me a platform to build and mentor a team of bright strategists from the ground up. It’s satisfying to mentor female members of my team, but I think it’s actually even more impactful having the opportunity to be a mentor to the guys in the team. It makes a difference when women can be seen as role models and mentors to men as well.

A low has been that being a strong, confident, plain-speaking woman has sometimes put me outside the ‘inner circle’.

What advice would you give to women starting out in the industry?

It’s a tough yet inspiring and invigorating industry to be a part of. The best way to thrive and not lose your way into it is to build your support system of mentors, coaches and peers who see your value, push you in the right way for the right opportunities, and will always have your back.

What message would you like to give men in advertising?

Walk the talk by being a true ally. This will mean being open to accepting your unconscious biases and learning how to overcome them to engage, interact and support women in positive ways. Being a true ally also means not speaking for the women in your agency, but letting us and encouraging us to speak for ourselves.

What more can be done to support the growth of women in the industry?

The elephant in the room is that while there might be a healthier pipeline of women entering the industry, the number drops off quite drastically when you start looking at the stats for the percentage of women in senior roles. As well as having more flexible working arrangements, we need better programmes for mentorship, compensation and training for the real root

Do you think the industry has become more inclusive?

Our industry is definitely moving in a positive direction for creating a more inclusive environment for women with a supportive community. However, in this region, we still lag far behind global averages in female leadership and maternity leave/entitlements. There is a long road to walk before stigma and unconscious bias are removed around working mothers.

What has been your high and low point as a woman in advertising?

A high point is being able to represent women in a leadership role. It’s important to me for young women starting their careers to see where their job can take them, to have high aspirations and not feel they may eventually hit a glass ceiling. A low point was coming back from maternity leave and trying to navigate a completely new set of challenges and pressures. It was a shock to the system which no new mother is prepared for but ultimately builds resilience and makes you the most productive person around.

What advice would you give to women starting out in the industry?

Dive in. We work in an exciting, evolving industry, constantly at the precipice of change; so, question everything, continue learning, take charge of your career and make yourself irreplaceable. There is nothing standing in your way to succeed.

What message would you like to give men in advertising?

Organisations with at least 30 per cent women in leadership roles are 12x more likely to be in the top 20 per cent in financial performance, according to new research from Forbes.

What more can be done to support the growth of women in the industry?

I’m a big advocate for supporting working mothers and creating a more equitable and flexible environment to ensure we are retaining great talent in the industry and helping them succeed. Implementing extended and more

causes of what holds women back from getting (or wanting to get) promoted.

Ultimately, I think lasting change will only come from not expecting women to bear the brunt of parenting responsibilities. Plenty of women leave the industry for long stretches of time and then don’t come back because the work environment is not right for them anymore, they don’t want to (a perfectly valid choice) or they don’t feel they can compete with the current crop because they’ve been out of the game for too long. It takes a village to raise women up.

Maria Poulton, Managing Director, UM UAE

flexible maternity leave entitlements along with flexible working hours and in-office feeding rooms are the first steps to positive change.

What excites you about the industry?

The fact that we are at the forefront of technology, change and people. We are on the front line of the future that is coming or is already here. We need to understand how different generations and cultures respond to the world around them, and how world events and economies may impact different industries. We are in an industry which is connected, and I love being exposed to such a variety and wealth of information and insight.

“IT MAKES A DIFFERENCE WHEN WOMEN CAN BE SEEN AS ROLE MODELS TO MEN AS WELL”

“THERE IS NOTHING STANDING IN YOUR WAY TO SUCCEED”

“Plenty of women leave the industry for long stretches of time and then don’t come back”

My role is pretty straightforward. I build partnerships. I partner with clients to help them solve their business challenges. I also partner with the various capabilities within Publicis Groupe to orchestrate the best solutions for our clients. I’m a big believer in collaboration. Even though my early career was based abroad, my scope was often over Europe and Middle East, which gave me an early insight into the cultural nuances of working within this region.

Do you think the industry has become more inclusive?

The industry at large has progressed a long way from the ‘Mad Men’ days, and you can definitely see a stronger presence of females. However, I don’t necessarily believe that this is due to a change in hiring policies or mandated gender quotas. There is a definite shift in mindset, and women are – and want to be more empowered than ever. As a result, we are witnessing more capable females entering the industry and, above that, applying for roles that have been traditionally maledominated. So, rather than the industry being more inclusive, I believe it’s the women, and very capable women at that, themselves that are leading the change.

What advice would you give to women starting out in the industry?

You are responsible for your own success. Learn from others. Fail, try again.

Believe in growth. Never give up. Dream big.

And finally, Prince Charming doesn’t exist. You are responsible for your own success.

What more can be done to support the growth of women in the industry?

Why do we feel that it’s still necessary to create a distinction between women and men? Why do we need to isolate a gender to celebrate achievements? Why can’t we reward and recognise based on merit?

It’s not to dismiss the harsh realities of gender inequities that still exist on a global scale. Issues such as the gender pay gap, unequal access to education and stereotypical gender roles need continual awareness and dedicated efforts.

Within the communications industry however, I believe that creating a differentiation only perpetuates a distinction that women are trying to eradicate. We want to be recognised for our talent and our capabilities without the label of being a woman.

In more than 25 years of your career, how much have women’s roles and positions in the agency changed since then?

I’ve been fortunate enough to be surrounded by women in leadership roles who have trailblazed a path for the younger generation. Some have since retired, and some remain prominent voices in the industry.

“WOMEN THEMSELVES ARE LEADING THE CHANGE”

Nathalie Gevresse, CEO, Publicis Communications UAE

Whether they knew this or not, I always had admiration for them. They inspired me to dream big, and based on their success, I knew it was achievable.

Today, especially in Dubai, we have equal access to tools, resources and opportunities. Whether you’re a male or female, it’s up to the individual to take the reins and drive their own career path.

Moving from the UK and Europe to the region, what was the biggest cultural difference you encountered?

The biggest cultural difference I noticed coming to the UAE was the level of tolerance and respect for religious freedom and cultural diversity. The UAE government does an amazing job at promoting inclusivity and coexistence amongst such a diverse community of people.

How many times have you been the only woman in the room, and has this begun to change now?

I’ve never actually thought of this before. Having grown up in an equestrian household, I was competitively riding horses when I was younger. I was definitely in the minority as a young female, but I was never consciously aware of this.

For me, being the best in the sport was the only thing that mattered, and my gender was never a defining factor in my success (or failure).

That mindset still applies today in my professional life. Whether I’m in a boardroom or in a client meeting, gender is irrelevant. My objectives don’t change based on whether I’m outnumbered by men. Whether it’s a room full of men, or only women, I’m only always focused on the end goal.

“We want to be recognised for our talent and our capabilities without the label of being a woman”

Do you think the industry has become more inclusive?

The advertising landscape has undeniably made strides towards becoming more inclusive. Efforts to portray diverse perspectives and challenge traditional stereotypes have led to campaigns that resonate with a broader audience. However, there’s still work to be done.

What has been your high and low point as a woman in advertising?

Looking back on my experiences, the pinnacle of my career as a woman in advertising/marketing has been observing the transformative influence of the campaigns I’ve been a part of. These initiatives not only defied conventions but also empowered women by spotlighting their strengths and liberating them from conventional roles.

In contrast, my position deviates significantly from the traditional agency role. Notably, the gaming realm exhibits a disproportionate ratio of women in leadership positions compared to their male counterparts. Despite this, the current landscape presents an exhilarating opportunity to break new ground and occupy an invigorating space.

Reflecting on the less favourable aspects of my journey, I view these instances as essential lessons. It became evident that when one finds oneself in an environment where objectives are misaligned, the opportunity for personal growth and success becomes constrained. This has prompted me to approach my

OKAY TO FALL”

Nindi Sharma, Head of Growth – Gaming and Technology, Stream Shreek

CREATE PLATFORMS FOR WOMEN

Mai Yassin, Head of Online Community Management, Hashtag

choices regarding industry and agency associations with heightened mindfulness, ensuring that alignment is a central criterion for my decision-making.

What advice would you give to women starting out in the industry?

Have confidence in your capabilities. Remember that knowledge holds tremendous power. It’s perfectly acceptable not to attain perfection immediately; what truly matters is continuously educating oneself and applying that knowledge through market insights. Don’t hesitate to voice your opinions, share your concepts, and actively pursue mentorship. Build a circle of colleagues and networks who provide unwavering support, magnify your voice, and foster your advancement. Embrace challenges as chances for growth, recognising that stumbling is part of the process—what truly counts is the determination to press ahead and progress. It’s okay to fall.

What message would you like to give men in advertising?

I’ve had the privilege of partnering with remarkable leaders and trailblazers within the industry who have graciously assumed mentorship roles for me. Our collective dedication to cultivating a more inclusive sector has the potential to cultivate groundbreaking ideas and inspire creativity.

What more can be done to support the growth of women in the industry?

Implementing mentorship programmes customised to women’s career paths and cultivating an atmosphere that values diversity while emphasizing a balanced work-life dynamic will inherently attract and retain a talented cohort of women professionals.

Gaming has generally been dominated by men; how do you make your space in it?

By actively engaging in gaming communities, advocating for diversity, and showcasing expertise, women have the potential to carve out their own niche. Participating in online forums, sharing insights, and collaborating on projects can play a pivotal role in dismantling obstacles and contributing to a more inclusive gaming landscape.

Within MENA, there has been a notable surge in women in the gaming community. Remarkably, women make up 20 per cent of this community. With governmental backing for events like the Dubai Esports Festival and various other events, there has been a substantial upswing in these statistics.

An experienced leader in cultivating thriving online communities. For over 7 years, I’ve been managing well-known clients, with the help of our team including ongoing training and development for community managers.

Advertising is an ever-evolving environment, and anyone who wants to make a career in this industry needs to be prepared to welcome change at any time. When I first started, it was already led by female workers. And I’m amazed by their attention to detail, overcoming challenges, and driving the change to the stereotype that society has of ‘women can’t work’ because I believe that ladies do lead the empowering wave perfectly.

Here is my advice to women who are starting out in the advertising industry:

Be confident in your abilities.

Continuously learn and stay updated to the advertising industry since it is constantly evolving.

Embrace collaboration and teamwork, advertising is a collaborative field.

Find work-life balance as advertising can be demanding, with tight deadlines and long hours.

Be resilient and adaptable.

Build a strong professional network.

Embrace diversity and inclusivity, and be motivated and inspired. Have the power to shape attitudes, challenge stereotypes, collaborate and communicate.

Know your audience, It’s important to know your target audience so you can curate content directly towards consumers.

Consider offering your target audience a clear list of benefits and perks that come with your brand, and create advertising that uplifts and empowers all.

Together, let’s build and shape a more diverse industry.

In order to support the growth of women in the advertising industry, we can focus on promoting a mentorship/leadership programmes with the necessary skills and confidence to take on higher-level positions with equal opportunities and flexible work environment. Set policies that promote parents and caregivers, make time to be a mentor and offer peer support for them and also to inspire female speakers.

Amplify women’s voices: create platforms and opportunities for women to showcase their expertise, ideas and perspectives.

The advertising industry thrives on digital innovation, creative breakthroughs, the rise of new technologies such as augmented reality (AR) and virtual reality (VR) and ChatGPT. TikTok Videos are opening up new creative possibilities and innovation for advertisers enabling them to create immersive and engaging experiences for consumers. Aim for social impact, the power of authenticity and reflect on the ever-evolving landscape of consumer engagement.

“IT’S

“Our collective dedication to cultivating a more inclusive sector has the potential to cultivate groundbreaking ideas and inspire creativity”

Do you think the industry has become more inclusive?

There’s a noticeable shift towards empowering and promoting women into leadership roles, providing equal opportunities and creating a sense of belonging for diverse talent. The UAE, in particular, has taken substantial steps in this direction, evolving into a diverse hub that celebrates various nationalities, cultures, and religions. It stands as a beacon of tolerance and open exchange.

This positive transformation is clearly evident in the creative sector, where a formidable female presence is emerging across agencies and disciplines, underscoring our progress toward achieving gender balance. Despite these advancements, it’s essential to acknowledge that there remains work to be done, especially concerning race, ethnicity, and the representation of local talents in the workforce.

Recent initiatives at the Cannes Lions Festival, such as the #CannesforAll campaign, the Black at Cannes movement, and Pride celebrations, are notable strides toward creating a more inclusive and equitable creative industry. Yet, there’s still room for improvement, particularly within our region’s creative festivals and award shows, where I’d love to see an increase in jurors from diverse backgrounds.

As a global collective, TBWA Collective invests substantially in resources and initiatives that create an environment where differences are embraced so we can grow together and leverage the benefits of

A NEW PERSPECTIVE WAITING TO BE DISCOVERED”

Claudina Harper, Director of People at TBWA\RAAD

our diverse workforce. And we hold ourselves accountable to fostering inclusion in every touchpoint of the agency experience.

By relentlessly pursuing progress and strategically developing the leaders who drive this change, we can ensure that inclusivity becomes the catalyst for more creative and innovative work, and an integral and enduring aspect of our industry’s evolution.

What has been your high and low point as a woman in advertising?

High point: Being part of the liveliest, fun, friendly and insightful culture, where creativity is contagious and I am continually challenged to disrupt the conventional, even in our People & Culture work.

Seeing the work our talented teams have created out in the real world, on social media, out on the highways makes me incredibly proud. Shifting perceptions and hearts and building invaluable friendships.

Low point: Perhaps sometimes still having to watch

“WORK HARD, TAKE CHANCES, BE FEARLESS”

Nadin Al Alami, Managing Director, Horizon FCB Kuwait

Prior to my current role, I worked with two leading WPP companies. Over the span of 21 years I held the position of Managing Director at Wunderman Thompson and Country Manager at ASDA’A in Kuwait.

Do you think the industry has become more inclusive?

There’s no doubt that the industry is readily implementing policies of inclusion in every form possible, yet there is always room for improvement. The concept of inclusivity has become vital to business, there’s an increased global awareness around the idea and many companies are aspiring to practice it. That’s why it’s important to comprehend what it actually means and how it makes a difference.

Companies need to recognise that it’s essential for gaining employee satisfaction, sustainable development, creativity, innovation and profitability, all of which lead to the overall well-being and growth of industries. Women today are unstoppable; they broke through the glass ceiling and are holding top leadership positions within the industry. Their efforts are ensuring female voices are heard while also providing career opportunities and mentorship for aspiring women.

a few stereotypical ads that portray women in traditional, limiting roles.

What advice would you give to women starting out in the industry?

Speak up, your unique perspective is needed now, right where you are. Lean into the unique view and ideas you bring. That’s why you’re there.

Prioritise and drive your own development and growth. Don’t wait for a manager to make your progression happen.

As you grow, become a leader and role model. Promote inclusive work practices. Mentor and support other women. Champion other women (especially) when they are not in the room.

What message would you like to give men in advertising?

Educate yourself on the issues, challenges, and opportunities of increased gender diversity within an organisation.

Be an active ally and sponsor to the women in your team. Be mindful of how women are portrayed in the work you create. Be conscious of the unequal burden of childcare and household responsibilities that the women in your team likely still carry, depending on cultural context.

Ensure the women in your brainstorming and every other room have an equal voice. Listen intently – there’s a new perspective waiting to be discovered.

What more can be done to support the growth of women in the industry?

What gets measured, gets done: Tracking the internal mobility of female talent and equal pay data is how we move the needle. When we hold leaders accountable for progress indicators, and reward success, we facilitate change.

What has been your high and low point as a woman in advertising?

When it comes to a low point, I would say that for many years I struggled with finding the elusive ‘work-life balance’; a struggle that came with a sense of guilt I felt for not spending enough time with my three children. That is, until I sat down with my eldest and asked her how she felt about my busy schedule. I wanted her to be open about her resentment if she felt any, but she surprised me by saying that my work ethic and focus is a huge inspiration to her and that she hopes to have the same dedication in the profession she chooses. That was a beautiful relief, a low that revealed itself as a high.

As for the high points, over the span of 21 years in the industry I think I really appreciate being recognised as one of the PR pioneers and leading talents in Kuwait back in 2001. And later as the youngest female country manager at the age of 30. But the most notable high point would be my decision to shift from PR to the world of advertising, from which I’ve learned and grown so much. Each of these highs serves as proof that working smart and hard leads to success, and that being a woman is no longer a hindrance.

What advice would you give to women starting out in the industry?

Keep moving and everything else will fall in place for you, make those tough decisions, work hard, take chances, be fearless, learn more, accumulate experiences, have fun, and above all trust yourself.

Surround yourself with people who believe in you and stay away from those who will drain your energy, discourage you or hold you back and know that there is no one right way to do things, find your preferred method and improve it.

‘THERE’S

“MODELS THAT WORKED YEARS AGO ARE NOT THE SUCCESS STORIES OF TODAY”

Rebecca Amey, Managing Director, Jack Morton MENAT

Do you think the industry has become more inclusive?

In certain areas, the industry has become more inclusive, and in other areas, there’s more work to be done. For example, the relationship between agency and client has become more inclusive with gender-equal engagement opportunities and open discussions around inclusivity on teams. Senior female involvement and interaction at the C-Suite level are accepted and encouraged, and no longer require a senior-level agency male to also be present.

Meanwhile, on the agency-to-agency side, it feels like there’s a noticeable difference in inclusivity where female creative, business strategy and general input aren’t always so openly welcomed. From an agency holding company perspective, the landscape is definitely changing, but more real action is required to improve diverse and inclusive representation at the senior level.

To increase representation for all DEI groups (not just women), there has to be more effort to build collective accountability, drive employee advocacy and more mutual respect. Our industry has the power to engage people across the region and around the world. We have a responsibility to create a safe environment where inclusivity is genuinely offered, and everyone can bring their authentic selves to work, express their opinions and have an equal opportunity to achieve their career ambitions.

What has been your high and low point as a woman in advertising?

High: Leading the Middle East region for Jack Morton, a global brand experience agency. Through an entrepreneurial approach, my team and I managed to grow the business and create unique, bold and innovative experiences across the region. Top highlights so far include launching the Louvre Abu Dhabi, being adidas’ lead brand activation agency for the FIFA World Cup sponsorship

activations; being the strategic and brand experience partner for ENOC, Siemens and Talabat at Expo 2020 Dubai; and leading strategic programming for the KSA Pavilion at Expo 2020 Dubai. I’m extremely proud of my team and myself for these extraordinary achievements. Low: Having to often fight for career and growth opportunities in the industry. Which in turn has made me even more resilient, determined to succeed and ensure that others, both female and male, have my full support and are championed.

What advice would you give to women starting out in the industry?

Go after what you want, and don’t question yourself or your ability. Be curious and raise your hand to take on projects and activities that will challenge you; feeling a bit uncomfortable is a good thing. Seek out mentors for advice,

guidance or to just open doors. If an experience or interaction doesn’t feel right, speak up and raise it, don’t brush it under the carpet. A male colleague once said to me that I always have a superhero cape, and call out or fix disrespectful behaviour, an unjust situation or unfair representation when I see it. As a classic female reaction, at the time, I took it as a criticism. But then upon self-reflection of why I felt that way, I realised I’m okay with that description as I understand the root trigger originates from my own career experience. I will always stand up for someone, male or female, or a situation if I believe it is wrong or misrepresented, as I wasn’t always fortunate to have someone do the same for me during my career.

What message would you like to give men in advertising?

I don’t want to group all men under one blanket message. 95 per cent of men in our industry are great partners and collaborators. For the 5 per cent who still undermine women’s input, take the glory

for our achievements or withhold information to retain control, I would try to understand their behaviour through their character make-up and psychology. I would say to them; to be a better role model, play nicer, collaborate even when there’s minimal in it for you and be generous with sharing information. This will lead to a far more rewarding experience for all.

What more can be done to support the growth of women in the industry?

Audit and review existing senior leadership structures to see if they are still relevant and fit for the purpose and structure of today’s business. The models that worked 5 or 10 years ago are not the success stories of today. More mentoring programmes and opportunities for women with women and men.

Keep talking with women in the industry to see what’s working, what’s had a relapse and needs a reboot, and where there are still challenges. Create action plans, don’t just talk about it, do it, prioritise it. Otherwise, those women will find another agency or brand, that will value them and support them to achieve their ambitions.

“Be curious and raise your hand to take on projects and activities that will challenge you. Feeling a bit uncomfortable is a good thing”

Greta Gerwig’s blockbuster Barbie movie, starring the dynamic duo Margot Robbie and Ryan Gosling, finally made its triumphant debut in the UAE, KSA, Bahrain and Egypt in August, accompanied by a resounding wave of pink.

Well before the movie’s dazzling debut, ‘Barbie Mania’ had already taken hold of the region, setting the internet abuzz with a frenzy of memes, self-generators, and viral trends and challenges. Noteworthy Barbie themed content we saw coming out of the Middle East included AI-generated imagery that magically transformed Dubai into a mesmerising pink Barbie wonderland, and the truly unforgettable viral Barbie and Burj Khalifah CGI stunt.

The scale of the movie’s marketing campaign was truly unparalleled. While fashion and makeup collaborations were anticipated, such as those with NYX Cosmetics, Impala Skate, Aldo and Bloomingdale’s, the inclusion of Burger King’s Barbie burger, an Xbox partnership, and even listing Barbie’s Malibu DreamHouse on Airbnb added an unexpected and delightful twist to the mix. The Middle East came alive with a vibrant array of Barbie-inspired delights, ranging from delectable Barbie-infused chocolates, playful barbie-themed donuts, to delightful ‘Pinktastic’ coffees, as well as menus and nail art that paid homage to the iconic doll.

Audiences didn’t merely attend the movie; they wholeheartedly engaged, embracing pink hues and embellishing their attire as tribute to the legendary doll. Cinema exhibitors throughout the region ramped up the excitement by unveiling life-size Barbie doll box themed photo booths to capture

On August 10, the movie premiered in the Middle East on over 500+ screens, boasting over 16,000 shows in its inaugural week across motivate Val Morgan’s network of cinemas in UAE, KSA, Bahrain and Egypt. The movie achieved an impressive 140,000 admissions in the KSA, while also drawing an equally remarkable 135,000 admissions in the UAE during its debut week.

As per Gower Street Analytics July’s global box office achieved a significant milestone with the simultaneous releases of Barbie and Oppenheimer, accumulating a staggering $4.54 billion - making it the highest-grossing month since before the pandemic - a 17 per cent increase compared to the average earnings of the last three pre-pandemic years (2017-2019). Europe, Middle East and Africa (EMEA), grossed an impressive $1.02 billion in July, representing 19.5 per cent of the total year-todate earnings.

HOPPING ON THE BARBIE BANDWAGON

Dumindrini Ratnayake, Marketing & PR Manager, Motivate Val Morgan Cinema Advertising

memorable moments and organising female-centric events with exciting Barbie-themed merchandise as giveaways. They also curated a variety of Barbiethemed combos and served pink popcorn to create an immersive and delightful experience for cinemagoers to savour from start to finish.

BOX OFFICE MAGIC

Barbie outperformed even the most optimistic box office predictions, amassing an impressive $337 million worldwide during its opening weekend. Carrying forward the rich legacy of over a billion Barbie dolls sold since its inception in 1959, the movie continued this tradition by surpassing the coveted $1 billion mark in global earnings on August 6. This triumph stands as the year’s most significant debut to date and cements an unprecedented victory on the global box office scene for a female director in the history of cinema.

It’s worth highlighting that a cinematic renaissance is sweeping across the Middle East, driven by a series of consecutive summer blockbusters like The Super Mario Bros., Guardians of the Galaxy Vol.3, Fast X, Mission Impossible, Oppenheimer, and Rocky Aur Rani Kii Prem Kahaani (Hindi), each one vying to outshine the other. With the releases of Barbie and Rajinikanth’s Jailer (Tamil), August is poised to deliver substantial box office gains across the Middle East.

ADVERTISERS EMBRACED THE BARBIE CRAZE

The symbiotic relationship between advertisers and blockbuster films is not new, and at Motivate Val Morgan, we’ve always closely collaborated with media agencies and brands to unlock on-and-off screen cinema advertising opportunities, positioning our advertisers at the forefront of cultural cinematic moments. Barbie in specific presented advertisers with a unique opportunity –to be part of the buzz brigade, and access to an audience that transcends age, culture and background.

The film created significant buzz and garnered widespread media attention, cementing its status as notable stage for brands to showcase their products, pique interest, and expand their impact to a wider audience. Moreover, given the movie’s cross-generational appeal with a focus on females, it was an obvious choice for these brands to jump aboard the ‘Barbie Bandwagon’ and share the

screen with this summer’s most anticipated film. The lineup of upcoming blockbuster releases across the Middle East looks strong in the coming months, particularly in Q4, with the highly anticipated arrivals of Dune: Part Two, The Marvels, The Hunger Games, Wonka, and Aquaman. We are positioned to witness an upward trajectory in regional box office earnings throughout the remainder of the year.

“We’ve always closely collaborated with media agencies and brands to unlock on-and-off screen cinema advertising opportunities”

UNLOCKING THE POWER OF PR AND DIGITAL MARKETING

Public relations and digital marketing are two of the most powerful marketing tools available to businesses today, but in a traditional agency PR and marketing teams often still work independently. The PR team primary focuses on building brand awareness and executive profiling through media relations, events and other tactics. Meanwhile, the digital team, located in a separate area of the office, works on tasks such as keyword research for ad campaigns, analysing research patterns to create SEO strategies and drafting blog posts to secure backlinks.

While they each serve unique purposes, combining the two can produce a synergistic effect that can supercharge a brand’s overall communications strategy. The key is to leverage the strengths of each discipline in a way that complements the other. Here are a few examples:

ONLINE PRESENCE IS CRITICAL

As people spend more time online, it has become crucial for both individuals and brands to have an online presence, without it, you literally don’t exist. To tackle this, PR teams are creating more content in various forms such as press releases, interviews, blog posts, and articles. However, to maximise the impact of this content, digital teams can help by analysing research patterns and extracting the right keywords. This can aid PR teams in crafting more powerful content that is more discoverable online. On the other

Sherpa Communications’ Anastasiya Golovatenko gives her advice on combining strategies for maximum impact

landscape. By securing links from authoritative websites, businesses can not only improve their ranking but also can drive qualified traffic to their website and improve their overall online visibility.

Typically, SEO teams are responsible for acquiring backlinks and may have numerous partner websites to accomplish this. However, the challenge is that not all of these partner websites may have a local or regional presence where your business operates, and their reputation and credibility may not be high in the eyes of Google. Conversely, PR specialists have connections with various media outlets, including tier one publications that hold a high level of credibility with Google. Securing backlinks from these media outlets is a more effective tactic, although it is not an easy task. Therefore, combining the efforts of both teams can lead to fantastic results.

achieved. Using the power of social media is crucial in building customer engagement, while media coverage can help establish credibility. Establish your brand image to the public through PR (interview, expert piece, other) and promote it further through your digital and social media teams using the power of social media platforms. By doing so, you are generating buzz and drawing attention to your company in a different way.

hand, if the digital team is working on a landing page for a new product or service, a PR expert can provide guidance on presenting the content in an engaging manner while delivering key messages effectively.

BACKLINKS ARE THE NEW GOLD

The importance of generating high-quality backlinks cannot be overstated in today’s digital

HARD CHOICE

Brands frequently encounter difficulties determining where to begin and which marketing elements to prioritise, whether it be PR, advertising or digital marketing. The good news is that you do not have to make a choice. Combining various tactics can yield the greatest benefits. Here’s an example how this can be

MEASURING CAMPAIGNS

The primary role of PR is to inform and educate. In your sales funnel, PR works with the top layer – building brand awareness, educating your audience, and generating appeal. As your customer moves further down the funnel, your marketing and sales teams work to convert the lead. Throughout this process, valuable insights can be obtained through data analysis, which is where digital marketing teams can provide significant support.

Measuring the results of digital PR campaigns is essential for assessing their effectiveness and making data-driven decisions for future campaigns. By tracking key data, businesses can gain valuable insights into their target audience’s behaviour, preferences, and interests. Additionally, by setting clear and measurable goals at the outset of their campaigns, brands can ensure that they are focusing their efforts on achieving specific objectives and generating a greater return on investment.

By Anastasiya Golovatenko, Account Director, Sherpa Communications

‘‘PR TEAMS ARE CREATING MORE CONTENT IN VARIOUS FORMS SUCH AS PRESS RELEASES, INTERVIEWS, BLOG POSTS, AND ARTICLES’’

INDUSTRY VIEW:

What is your favourite ad that breaks gender norms/stereotypes?

Tessa Antonio, Social Strategist, AKQA MENA

Kababae Mong Tao – Coca-Cola Philippines

Launched during Women’s Day 2021, Coca-Cola Philippines’ #KababaeMongTao campaign strikes a chord. Flipping a derogatory label used for women who defy norms, they create a powerful message of empowerment and brilliantly channel it into unapologetic strength. In a society where strong-willed women can face pressure to conform, the campaign courageously challenges the status quo. It’s remarkable how the ad takes an unexpected aspirational approach, setting it apart from the typically sentimental style of Filipino ads. Coca-Cola sparks a vital conversation and sets a new standard for impactful advertising.

Lizzie Howitt, Business Director, Lightblue

The Compil des Bleues – Orange

I have a love-hate relationship with this now viral ad created in the lead-up to the FIFA Women’s World Cup. The ad begins with what appears to be a montage of the French men’s football team, followed by a text overlay; ‘Only les Bleus can give us these emotions. But that’s not them you’ve just seen’. We then discover that the players are those of the women’s team and the footage had been edited with visual effects. Admittedly, I got goosebumps the first time I watched it, a real ‘aha’ moment in the face of all those who claim woman’s football isn’t exciting. I understand the controversy with some people stating that the women in the ad were overshadowed, and it does irk me that to promote the woman’s team, we need to disguise them as men. However, we know that woman’s football is incredibly underestimated and even mocked, and more needs to be done to overcome this. Ultimately, it’s an excellent execution of real insight and certainly serves to question your own unconscious bias. It got a lot of eyeballs, coverage and sparked conversation. Whether it perpetuates the same attitudes it aims to subvert, I’ll let you decide.

Mai Cheblak, Head of Corporate Marketing, Events and Sponsorships at Emirates NBD  Like a Girl – Always

As a part of their #LikeAGirl campaign, Always released a powerful and uplifting short video, breaking the stereotype that the way women do things is inferior to the way men do them. Always has changed the world’s perspective on the expression ‘like a girl’, turning it into a positive attribute that girls should be proud of and embrace, rather than the negative implication it has carried for years.

What I love the most about the video is its ability to create transformational and impactful change so we can now identify female traits as being strong, aspirational and desirable. Thought-provoking campaigns like these go a long way in driving awareness and breaking common stereotypes, and we definitely need more of them.

Ayush Tandon, Art Director, Avant Garde  A Doll Can Help Change the World – Mattel

The campaign is a game-changer. It shows girls dreaming big – envisioning themselves as scientists, teachers, and more. It’s like a breath of fresh air, pushing aside that old idea that dolls are just for certain roles. And guess what? Boys are in on it too, showing how caring knows no bounds. With all the buzz about Barbie these days, thanks to the movie release, this ad feels even more powerful. It’s not just play anymore. It’s a celebration of diverse dreams and possibilities, encouraging a new generation to dream big and reach beyond expectations.

Soumyajit Mukherjee, Head of Account Management, Adscholars

The Unseen Side of Celebrations – Ariel

Brought to life by Kinnect, this ad takes a powerful stand against gender norms. It fearlessly challenges established traditions, especially during festive moments. Beyond its storyline, the ad uncovers hidden imbalances that can dampen celebrations. By highlighting unequal household responsibilities, it doesn’t just question stereotypes but also paves a path for change. It urges equality promotion and escaping fixed roles, nurturing an atmosphere where both partners contribute freely, even beyond festivals.

Vriddhi Kumthekar, Account Executive, Shakespeare Communications Like a Girl – Always

The campaign was a powerful movement challenging the negative associations tied to the phrase ‘like a girl’, instead redefining it as a symbol of strength. When young girls were asked to perform actions ‘like a girl’, they showcased confidence and skill, contrasting with older participants who exhibited negative stereotypes. The campaign urged viewers to ponder over gender norms and create an empowering environment. It encouraged girls like us to embrace their abilities and reject harmful stereotypes, fostering confidence and success, while posing a thought-provoking question: Do we limit girls and impose predefined roles upon them?

The Ford Explorer Men’s Only Edition is one of the smartest ads challenging gender stereotypes and celebrating the contribution of women in the automotive industry. Using creativity, humour, and the simplest form of storytelling, the commercial announces an imaginary men’s only edition of their popular SUV, lacking all of the parts created by women, even though critical to a vehicle’s safety and optimal performance (wipers, turn signals, GPS etc.). It is spot on in not only pointing out the gender stereotype in the automotive industry but also demolishing the idea of gender dominance with a sarcastic undertone. The ad was released during Women’s History Month, in 2023.

Artem Minasian, Managing Director & Co-Founder, Eventum

Premo Dubai

What are girls made up of – Nike

Today’s society does not stand still and does not live in the vestiges of the past, stereotypes are breaking under the pressure of new rules that the modern world dictates. Let me give you an example of a commercial that first says that girls are made of ‘flowers and jellybeans’ – a typical set of stereotypes, isn’t it? But then these stereotypes are shattered when we are shown female athletes and told that girls are also made of ‘iron, clenched fists, strength and fire’. Women are not only about softness and gentleness, they are also about perseverance, drive and confidence.

Manoshi Banerjee, PR Manager, Entourage  Ford Explorer Men’s Only Edition – Ford

Maya El Kai, Associate Creative Director, Saatchi & Saatchi Fearless Girl – State Street

Who doesn’t remember the popular ‘Fearless Girl’ statue in front of the ‘Charging Bull’? What I like about this idea is that it went beyond being a viral marketing campaign to become a cultural icon and universal symbol of female empowerment. Was it art? Was it another disruptive PR idea? Placing this bold young girl in New York City’s business district turned the street into a stage for gender equality in leadership roles, and pressured State Street to pay $5m to settle claims that it discriminated against female employees through unfair pay practices.

George Sharrock, Senior Creative, JWI No

You know the stereotypical cliches women are bombarded with in advertising? Come on, we’re all guilty of using them. The RAF decided to have some fun and throw those cliches into unexpected situations, giving them a hilarious twist. The ad didn’t just make us laugh, it also shone light on the ridiculousness of valuing women based on their looks, lifestyle choices or the products they buy. They struck the perfect balance between humour and a powerful message. Kudos to them for pushing for equal opportunities for women in the armed forces while taking a swipe at stale stereotypes.

Anne

Caroline Ribeiro, Operations Director, VMLY&R Play Until They Can’t Look Away – Adidas

In times of FIFA Women’s World Cup, Adidas defied conventions and pushed for gender equality in football, with its film titled ‘Play Until They Can’t Look Away’. The campaign unites iconic figures like Jenna Ortega, David Beckham and Lionel Messi with the rising talents Alessia Russo, Lena Oberdorf and Mary Fowler emphasizing the need to spotlight women’s football on a global scale. It’s a resounding call to break barriers and level the playing field, rewriting the script, demanding recognition, and respect for female athletes. This is a hard-hitting message that refuses to be silenced, with a powerful call to change the game and empower future generations.

Maria Talakin, Research Director – MENA, WhyFive This Girl Can – Sport England

My favourite ad that challenges gender stereotypes is This Girl Can, the very first ad launched back in 2015 by Sport England that dared to change the way women see their involvement in sports. Eight years forward, I still enjoy watching it and I believe it is still one of the most powerful campaigns that broke stereotypes and made a positive impact. Around that time, I was heavily involved in the development of women’s sports and women’s football. What is now a norm was a big challenge for women and girls to overcome socially, mentally, and financially. This ad became a marker of change for me and anyone in the industry. And it still is that marker that pushes women’s sport forward.

Margaret Flanagan, Co-Founder, Tales and Heads

The Compil des Bleues – Orange

Produced for the recent FIFA Women’s World Cup by French agency Marcel, this piece of content from telecoms company Orange plays on and subverts the stereotype that women’s sport is less exciting and less skilful than its male equivalent. It’s clever and compelling and shows in no uncertain terms that women playing at an international level are more than capable of doing justice to the sport’s reputation as ‘the beautiful game.’ It succeeds because it’s timely, truthful and makes us question our own prejudices.

Paras Ali, Account Director, Cheil MENA  The Compil des Bleues – Orange

Gonca Gorgulu, Senior Account Manager, Serviceplan Middle East Dream Crazier – Nike

As a female working in a male-dominated industry, this ad really struck a chord with me the first time I saw it. In our daily lives, most women, myself included, have experienced some form of labelling, from being called ‘dramatic’ for showing emotions after a tough pitch or ‘aggressive’ for standing our ground for ideas we believe in. And this is what this ad does so well – it sparks an emotion. Iconic footage of legendary female athletes, paired with a powerful script narrated by Serena Williams, makes for an excellent 90s film that continues to inspire women and advertisers alike.

The ad ingeniously employs special effects to shatter stereotypes purposefully. You see the French team score goals after goals showcasing the players' remarkable skills. Then, it is revealed that the film utilises VFX to superimpose faces of male players on to female players. Marcel’s approach marks a pivotal moment in breaking down biases through technological storytelling, with its simple yet effective execution the ad enjoyed widespread attention as it refutes the assumption that low demand for women’s professional football is based on the quality of the female player’s performances.

PR AND EVENTS GUIDE

7AWI MEDIA GROUP

Events/PR agency

Head of company: Mohamed Anas Abbar anas@7awi.com

SPECIALISMS: PR/Events, research & insights Platform, content management platform

Absolute Communications Group

Founded: 2011

Headquartered: Dubai

Head of company: Victor King, founder & CEO +971 564241999 vk@absolutecg.net

SPECIALISMS: Public relations; branding strategy; media relations; corporate communications & leadership communications

KEY CLIENTS: BenQ, Global Indian International School, Fakhruddin Properties, Axiory Global & Hyke (Axiom Telecom)

Acorn Strategy

Founded: 2010

Offices: Dubai, Abu Dhabi, Melbourne, Perth, London

Head of company: Kate Midttun hello@acornstrategy.com

SPECIALISMS: Marketing communications strategy; digital & content marketing; creative communications & design; marketing operations & consultancy; public relations

KEY CLIENTS: Transco, Emirates Water and Electricity Company PJSC, Abu Dhabi Dig-ital Authority, Department of Energy, Dubai World Trade Centre, Dubai South, Dig-ital Academy, Rabdan Academy

Active DMC

PR Agency

Founded: 2003

Headquartered: Dubai, United Arab Emirates

Head of company: Sawsan Ghanem and Louay Al-Samarrai info@activedmc.com

SPECIALISMS: Public relations, social and digital marketing, lead generation, event management and video production, research

KEY CLIENTS: Zoom, Positive Technologies, JP Morgan Private Bank, Netscout, Aspentech

AKQA

Founded: 2010

Regional offices: UAE, KSA, Egypt

Holding group: WPP

Managing director MENA: Bassel Sawy Bassel.Sawy@akqa.com

SPECIALISMS: Brand activation/events; creative communication; data & media; technology/digital solutions; content production

KEY CLIENTS: Americana Group, Louis Vuitton, Majid Al Futtaim, Mondelez, Al Futtaim Automotive, African + Eastern

Alisa Public Relations

Events/PR agency

Founded: 2017

Headquartered: Dubai

Head of company: Alisa D’souza, Founder & PR Consultant alisa@alisapr.com

SPECIALISMS: PR, media relations, content creation, influencer engagement, digital marketing

KEY CLIENTS: Herman Miller, Admiral Appliances, Fortes Education, The Permit Room, Society of Sustainability & Green Materials

AllDetails Middle East

Founded: 2004

Headquartered: Dubai

Head of company: Isabel Tapp info@alldetails.net

SPECIALISMS: Public relations; brand partnerships; events; influencer marketing; social media

KEY CLIENTS: Velaa Private Island Maldives, The Oberoi Beach Resort Al Zorah, Batoka Lodges – Zambezi Sands, Bussola, Jumeirah Golf Estates, Canton de Vaud, Lake Geneva Region – Switzerland

The Amanqi Consultancy

PR agency

Founded: 2016

Headquartered: Dubai

Head of company: Manal Waqi and Amani Waqi manal@theamanqiedit.com and amani@theamanqiedit.com

SPECIALISMS: Public relations, strategic marketing, specialised events, retail distribution, digital media

KEY CLIENTS: Toktam Fine Jewelry, La Marquise Fine Jewellery, Foul And Tamees, Ailes Jewellery, Wafa Balaswad

Atteline DMCC

PR agency

Founded: 2016

Headquartered: Dubai

Head of company: Sophie Simpson hello@atteline.com

SPECIALISMS: Consumer PR, corporate PR, social media and digital PR, crisis communications

KEY CLIENTS: Uber, Pandora, Astra Tech¸ Hub71, Bateel

AMC Advertising & Marketing Consultants DMCC

Events and PR agency

Founded: 1988

Headquartered: Dubai

Heads of company: Pierre Abou Diwan (Chairman & CEO) and Mark Abou Diwan (Managing Director) enquiry@amcuae.com

SPECIALISMS: Press releases, crisis communications, press conferences, media monitoring, brand activations

KEY CLIENTS: Bentley Emirates, Bugatti, Mohammed Rasool Khoury & SonsRolex, Tudor, Laderach, Mitsubishi, Adihex

Founded: UAE – 1994; Global - 1971

Head of agency: UAE –Euan Megson, Managing Director; Global – Christakis

Christodoulou, CEO

Offices: 402, 410 – 413, Building 8, Dubai Media City, P.O Box 20970, Dubai, UAE

Office locations: Dubai and Abu Dhabi (UAE), Riyadh (KSA), Doha (Qatar)

Website: www.actionprgroup.com

Phone: +971 4 3902960

A fully independent and integrated creative communications network spanning three continents. Action Global Communications provides hands-on local insights and expertise to help organisations in dozens of industry verticals advance their agendas in target markets. Delivering gamechanging ideas and tactical executions that shape perceptions, build awareness and protect reputations, our teams create meaningful connections

between companies and audiences by leveraging the full spectrum of modern communications tools. Committed to driving our clients’ brand engagement and enabling sustainable business growth, Action UAE employs 49 people across its Public Relations, Social / Digital, Production, Finance and Administration departments in dedicated Dubai and Abu Dhabi offices.

KEY CLIENTS: Abu Dhabi Department of Education & Knowledge, Authority of Social Contribution – Ma’an, beIN MEDIA GROUP, Dubai Healthcare City Authority, Dubai World Trade Centre

SERVICES OFFERED: PR & Communications, Social Media, Digital Marketing, Creative, Video Production

AWARDS:

MEPRA Awards 2021: Best Social Impact Campaign in Response to Covid, Best Government Communications and Public Affairs Campaign – Gold

PR Week Global Awards: Best Campaign

– Middle East

MEPRA Arabic Awards 2022: Best Social Impact Campaign - Gold

LEADERSHIP PANEL

Kate Dixon Director of Operations & Client Service

Euan Megson Managing Director

Barry King General Manager

Christakis Christodoulou CEO

Aurora the Agency

PR

agency

Founded: 2013

Headquartered: Dubai

Heads of company: Hamad and Iona Al Suwaidi contact@auroratheagency.com

SPECIALISMS: PR strategy, social media strategy, account management and creative content, social, digital ad Management and analytics

KEY CLIENTS: Rixos Bab Al Bahr, RoyalJet, (DIAC) Dubai International Arbitration Centre, Solutions Plus, Moorfields Eye Hospital

Bernays Worldwide

Founded: 2016

Headquartered: Bahrain, with offices in Saudi Arabia and UK

CEO: Mohammed Al-Hammoud hello@bernaysmedia.com

SPECIALISMS: Institutional communication; real estate communication services; capital market & IPO news services; content creation; media buying

KEY CLIENTS: L’azurde, Ajlan & Bros, Tamimi Markets, Amaar Real Estate, Sumou Real Estate

Between Us Boys

Events

agency

Founded: 2022

Headquartered: Dubai

Head of company: Mohamed Elashy and Rusty Beukes ashy@betweenusboys.com

SPECIALISMS: Events, photoshoots, campaigns, cultural activations, special executions

KEY CLIENTS: Luxury fashion, athleisure, watches & jewelry, beauty & cosmetics and automotive brands

Borouj Consulting

Founded: 2006

Headquartered: Dubai

Head of company: Randa Mazzawi www.boroujconsulting.com randa@boroujconsulting.com

SPECIALISMS: B2B; financial; media relations; media training; issues and crisis communication; issues and crisis training

Brave

Founded: 2014

Headquartered: Dubai, United Arab Emirates

Head of company: Florence Janin www.brave-agency.com f.janin@brave-agency.com

+971 4 551 9212

Bridge of Minds

Founded: 2016

Headquartered: Beirut, with office in Dubai

CEO: Marina Araigy info@bridgeofminds.com www.bridgeofminds.com

+961 1 567 764

+961 1 568 764

SPECIALISMS: Branding; communications; creative; digital design; Google Ads; marketing; public relations; web development

Bright Company

Founded: 2020

Headquartered: Dubai

Head of company: Kiera Doherty kiera@brightcompany.me

SPECIALISMS: Social media; digital; results-driven PR; strategy; content marketing

KEY CLIENTS: SMEs, B2B, government, events, consumer

CoCo Communications Consultants

Founded: 2017

Headquartered: Dubai

Heads of company: Caroline Holmberg, Hannah McCabe caroline@coco-comms.me , hannah@coco-comms.me

SPECIALISMS: F&B, entertainment, lifestyle, wellness & health, tech & corporate

Consulum

Events/PR agency

Founded: 2013

Head of company: Ryan Coetzee, Chief Executive contact@consulum.com

SPECIALISMS: Advisory, public relations for government, brand consulting, communication strategy, creative services

Cosmopole

PR agency

Founded: 2018

Headquartered: Abu Dhabi

Heads of company: Claire Micheletti, Founder and MD and Caroline Dickin, Joint MD info@cosmopole.com

SPECIALISMS: PR, strategic communications, social media, digital advertising, SEO

KEY CLIENTS: Emirates Driving Company, Anantara hotels, Middlesex University, twofour54, COYA Restaurants

Founded: 2006 Regional Headquarters and Offices: Dubai (HQ), Abu Dhabi, Riyadh, Manama, Amman

Ownership: APCO Worldwide

Head of company: Margery Kraus, Founder & Executive Chairman, Brad Staples, Chief Executive Officer

APCO Worldwide is an advisory and advocacy communications consultancy helping leading public and private sector organisations navigate the challenges of today, building organisational reputations, relationships and solutions to succeed. APCO is proudly an independent and majority women-owned business. We are a trusted partner to our clients, who hire us to help them anticipate, plan, execute and secure their futures through our robust global expertise and astute advisory council; creative and impactful advocacy programmes; and purposeful and effective communications.

SERVICES OFFERED: 360-degree communications. Build, Operate, Transfer model. Advisory. Building. advisory boards. Creative services. Public policy, regulatory affairs and government affairs services. Stakeholder engagement. Media relations. Crisis & Risk Management. Change Management. Training and workshops. Digital and social media.

AWARDS WON: Provoke Media 2023 Top 5 Best EMEA Networks To Work For, Best Government Communications & Public Affairs Campaign, Gold winner, MEPRA 2022. Best Internal Communications or Change Management Campaign, Silver Winner, MEPRA 2022. Best Sustainability, Social Responsibility or ESG Campaign, Bronze Winner, MEPRA 2022. Best Campaign – Jordan, Bronze Winner, MEPRA 2022. Best Use of Video in a Campaign, Winner, PRCA 2022.

INDUSTRY SNAPSHOT

MAMOON SBEIH

President, MENA Region

CAN YOU SHARE THE LATEST UPDATES FROM APCO?

For over 40 years, APCO continues to be a trusted advisor and partner to private, public and non-profit clients in navigating challenges and leveraging opportunities around the world. In 2023, APCO strengthened its global offer, growth and industry leader in its bold move by acquiring three firms in Europe and MENA including, Gagen MacDonald, aiding in institutional transformation; Camarco, bolstering advisory capabilities for capital markets; and NGC International Advisory, offering strategic counsel in public policy and regulatory affairs in MENA.

WHAT ARE THE

FACTORS

THAT ARE

CAN YOU TELL US MORE ABOUT SOME OF YOUR DISTINCT SERVICE OFFERINGS FOR YOUR CLIENTS?

LEADERSHIP PANEL

develop measures, plans and manuals to promptly respond to any crisis in an adequate way to minimize the negative impact on organizations, leadership, and allied stakeholders – especially as the nature of risk is evolving faster than ever.

CAPACITY BUILDING HAS

BEEN

FORTE FOR APCO. WHY DID YOU LAUNCH THIS SERVICE OFFERING?

Increasingly, regional regulators and large corporations have placed communications at the core, and the demand for local talent in this field has grown exponentially. APCO has developed a methodology that builds a capable communications team and provides the necessary training to transfer and deploy the capabilities required to successfully manage operations sustainably. Further, we launched the APCO Institute, where we set up sessions led by our APCO experts and engage with the attendees in practical, real-life discussions and workshops.

DRIVING

THE CHANGES IN SERVICE OFFERINGS AT APCO WORLDWIDE?

Firstly, the evolving regulatory environment elevates the region’s business stature, and this affects corporations. Second, is the ‘war for talent’ with firms seeking skilled professionals and young talent to nurture. Third, consumers’ environmental brand preferences and investor climate responses. Lastly, the region’s shift to service-based and knowledge-based economies.

We are steadfast in offering unique products to our clients. For example, we have created a unique offering led by Storybook, engaging global media through live television via on-the-ground broadcast studios. Our team of strong creatives at (dot).Pomelo covers everything for brand strategy, advertising, social activations, digital, and design. The team is specially equipped with knowledge of the media landscape and the institutional discipline and expertise in engaging the media on behalf of our clients. We offer tailored advisory on Corporate Social Responsibility efforts that vary in maturity from charitable activities to strategic programmes with long-term social impact. Further, our Crisis and Risk Management team

WHAT ARE YOUR SERVICES IN THE SPACE OF CHANGE MANAGEMENT AND INTERNAL COMMUNICATIONS?

Data indicates MENA organisations favour transactional, KPI-driven leadership focused on daily operations. Organisations are spending on strategy but not investing in their leaders and managers for transformation. As progress catalysts, APCO empowers organisations to motivate their people to achieve results by connecting to their brand, culture, vision, history and reputation.

Faten Al Masri Chief Client Officer, MENA

Mohammad Kamal Managing Director, Amman, .Pomelo and Head of Creative, Europe & Middle East

Imad Lahd Managing Director, Dubai

Muhannad Al Badri Managing Director, Abu Dhabi

Mamoon Sbeih. President, MENA Samer El Hachem Chief Operating Officer, MENA

Edelman Middle East

Founded: 1952

Regional headquarters: Abu Dhabi

Head of company: Omar Qirem, CEO, Middle East info@edelman.ae

SPECIALISMS: Communications; research; digital; creative; strategy

EGG

Founded: 2000 (in MEA since 2016)

Headquartered: Dubai

Heads of company: Angelique Eriksen (CEO), Naoile El Azzouzi (country director), Tom Nauw (commercial director) tom.nauw@egg-events.com

SPECIALISMS: Activation; content creation & production; creative strategy; events management; strategic planning

Eleven PR

Founded: 2020

Headquartered: Dubai

Holding group: Omnicom

Head of company: Dan Leach, general manager dan.leach@tbwaraad.com

SPECIALISMS: Consumer PR; corporate PR; crisis & issues management; government relations; social media

KEY CLIENTS: Abu Dhabi Investment Office, Kempinski, Catrice, Essence, Womanity Foundation, Project Management Institute

Eventum Premo Events agency

Founded: 2003

Headquartered: Moscow and Dubai

Head of company: Artem Minasyan, Dubai CEO go@eventum-premo.com

SPECIALISMS: Event, branded space, creative, phygital, AI

KEY CLIENTS: Mercedes-Benz, Amway, Bentley, Audi, Sirocco

FleishmanHillard Middle East

Founded: 1946

Headquartered: Dubai

Holding group: Omnicom Group

Head of company: Lucy O’Brien, general manager & partner www.fleishman-me.com

lucy.obrien@fleishman.com

+971 4 330 4010

SPECIALISMS: Corporate and brand communications; healthcare communications management; reputation management; employee engagement and internal communications; crisis communications; stakeholder mapping; strategy development; regional campaign coordination

Four Communications Group

Founded: 2001 in London; 2004 in MENA

Regional offices: Abu Dhabi, Dubai and Riyadh

Head of company: Ray Eglington, group managing director fourcommunications.com mena@fourcommunications.com

+971 2 447 2774

+971 4 362 5129

SPECIALISMS: Integrated campaigns, social analytics & engagement, brand strategy, public relations, marketing, media planning & buying, creative & design, digital marketing, media training.

Hanover Middle East

Founded: Hanover Group founded in 2008; Middle East office launched in 2017

Head of company: Jonty Summers, managing director, Middle East

Offices: London, Brussels, Dublin, Dubai, Abu Dhabi Holding Group Hanover, part of Avenir Global jsummers@hanovercomms.com hanovercomms.com

+971 4 433 6122

SPECIALISMS: Corporate communications; crisis and issues management; financial communications and special situations; healthcare communications

Havas Red Middle East

PR agency

Founded: 2001

Headquartered: Dubai

Holding group: Havas Middle East

Head of company: Dana Tahir, Managing Director info@havasme.com

SPECIALISMS: PR; social & digital content; corporate communications incl. ESG, strategy, leadership profiling, crisis management; experiential; influencer marketing

KEY CLIENTS: Nakheel, Pfizer, Adidas, Coty, Estée Lauder group of companies

Hill+Knowlton Strategies

PR agency

Founded: 1927

Holding Group: WPP

Head of company: Bashar AlKadhi, CEO, EMEAx menat@hkstrategies.com

SPECIALISMS: Content & publishing, data & analytics, issues & crisis, behavioural science and the studio (creative).

Hive PR Middle East

Founded: 2010

Headquartered: Dubai

Head of company: Neil Tyrer neil.hive@icloud.com

+971 50 653 2854

SPECIALISMS: Press relations; marketing; branding; events; automotive

KEY CLIENTS: INEOS Automotive, INEOS Grenadier

Founded: 2000

Regional headquarters: Dubai

Ownership: WPP

Head of company: Sunil John, President – MENA of BCW, and Founder of ASDA’A BCW +9714 4507 600 asdaa-bcw.com info.asdaa@bcw-global.com

ASDA’A BCW is a pioneering consultancy that leads from the front on creative and integrated communications campaigns – from launching Burj Khalifa to being the only Agency of Record for the winning Expo 2020 and UAE COP28 bids, and launching Saudi giga-projects such as Red Sea Global, and an industry thought leader running the much-quoted and mostawarded annual Arab Youth Survey for the last 15 years. Through its subsidiaries, Proof Communications (digital, social and design) and OnePoint5 (ESG advisory), and a network of 18 offices, including

SUNIL JOHN

President – MENA, BCW and Founder of ASDA’A BCW

seven wholly-owned and 11 affiliates in 16 countries, ASDA’A BCW delivers integrated and creative solutions.

SPECIALISMS: Consumer & Healthcare, Corporate, Enterprise & Technology, Financial, and Public Affairs practices; Digital and design by Proof Communications; ESG advisory through OnePoint5 and Research including Arab Youth Survey.

KEY CLIENTS: DIFC, e& (Etisalat), Emirates NBD, GE, Huawei, Jumeirah, Nakheel, Samsung, Saudia Cargo; Ardara, a PIF company, Abu Dhabi Department of Culture and Tourism, UAE Ministry of Climate Change & Environment, RAK Media Office, Red Sea Global

AWARDS: Middle East Consultancy at EMEA SABRE 2023. Best Agency – UAE at Campaign Agency of the Year Middle East. Media Company of the Year at Arabian Business Achievement Awards 2023. Best PR Professional in the Middle East – Sunil John at PRWeek Global Awards

INDUSTRY SNAPSHOT

WHAT ARE THE BIGGEST CHALLENGES FACING THE PR INDUSTRY?

Finding the right talent continues to be our industry’s most significant challenge. When I founded ASDA’A in 2000, the industry, still in its infancy, was mostly run by Western expats. One of our key objectives was to attract and nurture Arab talent. Today, many key professionals in our sector are graduates from the ASDA’A school.

Now, as our industry transforms to be digital-first, creative and innovative, the demand for talent has changed dramatically.

To address this, we must deploy a mix of two strategies: One, import the best global talent; and two, nurture young Arabs to be tomorrow’s cutting-edge professionals.

WHAT CHANGES HAVE YOU WITNESSED IN THE INDUSTRY IN RECENT YEARS?

On the client side, both public and private sector companies are building strong communications divisions. Many of the

best-known global brands from the region, such as Emirates, Mubadala, PIF, Saudi Aramco, ADNOC, Qatar Airways and many more, have some of the smartest in-house communications departments. Further, experienced PR professionals are being appointed as Chief Communications Officers by leading organisations globally for the first time. On the agency side, with the Middle East being the single most important global growth market for PR, the region is attracting a new set of global agencies leading to an increased demand for talent.

WHAT ADVICE WOULD YOU GIVE TO CLIENTS WHO WANT TO GET THE MOST OUT OF THEIR AGENCY?

To challenge us and to trust us. As the region’s pioneering communications consultancy, we understand the needs of our clients, and our single-minded goal is to be trusted advisors, problem solvers, and creative and innovative consultants.

IS THE PR INDUSTRY BEING IMPACTED BY AI?

AI is a powerful tool with strong transformational impact for the PR industry. But it cannot replace the creativity and authenticity that genuine storytelling brings. While AI can be harnessed to strengthen stakeholder engagement, there is no replacing the power of human thinking.

HOW ARE YOU NAVIGATING THE EVERCHANGING WORLD OF SOCIAL MEDIA? We were one of the first communication consultancies to launch a digital and social subsidiary, Proof Communications. We understand the value that a well-articulated social media strategy can deliver as part of our integrated approach. Contrary to Marshall McLuhan’s view that the ‘medium is the message’, it is the message that matters. That is why across our integrated offering, our focus is on impactful storytelling.

Nedal Al Asaad Executive Vice President, Public Affairs

Rami Halawani Executive Vice President, Client Services

Sameh Hamtini Executive Vice President, Regional Operations

Baha Haroun Senior Vice President, Abu Dhabi

Sunil John President, MENA, BCW and Founder, ASDA’A BCW

Kelly Home Senior Vice President, Corporate Practice

LEADERSHIP PANEL

House of Comms

Founded: 2012

Regional offices: Dubai, Abu Dhabi, Saudi Arabia

Co-founders and managing partners: Abby Wilks, Kaja Evans and Jamie Wilks talk@housofcomms.com www.houseofcomms.com

+971 4 275 4900

SPECIALISMS: Automotive; government; F&B and hospitality; retail; tech

The Idea Agency

Founded: 1996

Regional offices: Dubai / Beirut

Ownership: Aviamost Advertising

Managing partner: Rita Boustany rita.boustany@tia.ae

SPECIALISMS: hospitality, tourism, retail, services, food & beverage

Imagination

Founded: 1979 (Dubai office founded in 2013)

Regional headquarters: Dubai, with office in Riyadh

Head of company: Patrick Reid elisabeth.anne@imagination.com (general manager, Dubai)

SPECIALISMS: Consulting; destinations; content; live experiences

Founded: 2015

Headquartered: Dubai

Managing Partner: Louise Jacobson

+971 4 240 8395

www.brazenmena.com

mena@brazenmena.com

Impact Porter Novelli

Founded: 2000

Regional headquarters: Dubai, UAE

Ownership: BBDO Worldwide, an Omnicom holding company

Head of company: Fouad Bou Mansour www.porternovelli.com

+971 4 330 4030

SPECIALISMS: Corporate communications, brand communications, technology, reputation management

Index Media

PR agency

Founded: 2002

Headquartered: Dubai

Head of company: Sara AlMadani, CEO of INDEX Media Info@indexmedia.ae

SPECIALISMS: PR, marketing, social media management, creative content creation, printing, video production, photography, graphic design and animation

KEY CLIENTS: AEEDC Dubai, Maserati, Nike, Dubai Summer Surprises, DIHAD Humanitarian College, Armani Exchange, Ministry Of Interior, Dubai Police, Dxblends, Joe & The Juice, Dubai Derma, DIHAD, DUPHAT

Brazen MENA harnesses the power of PR to manage reputational touchpoints for brands with its signature approach – creative intelligence. Since 2015, its team of strategic thinkers and creative storytellers have earned them the title of MEPRA and PRCA MENA small agency of the year a record-breaking eight times. With a proven track record of representing more than 200 brands across MENA including government, travel, hospitality, FMCG, sport, real estate, tech and fashion, Brazen MENA will take your brand to the next level and deliver results that get the right impact.

It is constantly innovating, and recently launched Club Brazen – a free membership club for clients designed to add value personally and professionally. Benefits include networking events, data and insights and a nutrition guide for people in comms.

Brazen MENA has a people-first ethos and it has a dynamic, inclusive culture built on values of respect, forward thinking and a huge sense of fun with its multi-cultural team.

SPECIALISMS: Public relations – B2C and B2B, influencer relations, social media, stakeholder engagement, events, crisis management, data and insights.

KEY CLIENTS: DET, Marriott International, Sunset Hospitality, Hilton, The First Group, Atmosphere Core Maldives, Ishraq Hospitality, IHG, Battersea Power Station, Nord Anglia School Abu Dhabi and CARMA.

AWARDS: Small Agency of the Year – 2022, MEPRA and 2023, PRCA MENA. Eight times winners of small agency of the year. Caterer ME Powerbook. MEPRA 2022 best thought leadership campaign and business to business campaign.

LEADERSHIP

PANEL

Aarzoo Choglé Account Director

Alexia Lawrence Jones Director

Louise Jacobson Managing Partner

Mutasem Shadid Senior Account Director

Houbara Communications

PR agency

Founded: 2002

Headquartered: Dubai

Head of company: Loretta Ahmed – Founder and CEO hello@houbaracomms.com

SPECIALISMS: Corporate reputation management, thought leadership, media training, sustainability communications, fintech

KEY CLIENTS: CNN, Volkswagen Middle East, Ripple, Crimson Education, 3S Money

Insight Discovery

Founded: 2007

Offices: UAE and UK

CEO and co-founder: Nigel Sillitoe sillitoe@insight-discovery.com

SPECIALISMS: Strategic communications; market intelligence; event optimisation (moderating and managing virtual events)

KEY CLIENTS: State Street Global Advisors, Amundi, Invest AD, UBP, RL360

Inspiratus Group

Founded: 2012

Headquartered: Dubai, with offices in Abu Dhabi, Riyadh, Cairo, Toronto, London and Washington DC www.inspirat.us

pr@inspirat.us

+971 4 392 6610

SPECIALISMS: Strategic communications; PR; media relations; media training; crisis communications

BPG

Founded: 1980

Regional offices: Dubai, Kuwait

Ownership/holding group: Abdulla Majed Al Ghurair, Avishesha Bhojani, WPP Inc

Head of company: Abdulla Majed Al Ghurair, Chairman Avishesha Bhojani, Group CEO +9714 5065555, +965 2296 8371 www.bpggroup.com

For over four decades, BPG (formerly Bates PanGulf) has helped brands transform, succeed, and win in a changing world. A WPP company, our digital-first approach and innovative solutions deliver success for exceptional clients, including AlShaya Group, Trojena and Wasl. We bring together global talent, local expertise and future-focused capabilities to craft smart solutions for evolving marketing agendas. Inspired by culture, powered by insights, human by design and integrated by intent –we are BPG.

SPECIALISMS: Public relations, CX, ESG comms, social media, influencer marketing, advertising, media, data, digital and performance marketing

KEY CLIENTS: Adyen, Aldar, AlShaya, Porsche, Cigna, DHL GF, Grohe, KPMG, Ooredoo, NEOM - Trojena, NBK, RAKBANK, Rivoli, Sony MEA, talabat Kuwait, Warner Bros. Discovery, Wasl

AWARDS WON: 2022 MEPRA: 2 Silver; 2021 MEPRA: 1 Silver, 3 Bronze; 2020 MEPRA: 2 Gold, 3 Silver, 4 Bronze

ISD

Founded: 2005

Headquartered: Dubai, with offices in India, UK, USA, Vietnam, Malaysia, Australia and Mauritius

Founder: Suresh Dinakaran www.groupisd.com suresh@groupisd.com

SPECIALISMS: Brand strategy; creative services; media; AI & digital marketing; PR & ORM/events

Jack Morton MENAT

Events agency

Founded: 2011

Headquartered: Dubai

Head of company: Rebecca Amey, SVP, Managing Director

MENAT experience@jackmorton.com

SPECIALISMS: Experiential exhibitions & visitor experience centres; cultural consultancy & programming, sponsorship & brand activation, experiential strategy & strategic design, conferences & forums

KEY CLIENTS: Adidas, Siemens, Riyadh Air, Ithra, Ericsson

Jargon PR

Founded: 2009

Headquartered: Hampshire, United Kingdom

Head of company: Simon Corbett simon.corbett@jargonpr.com

SPECIALISMS: International and regional media relations; content creation; social media campaigns; crisis communications; press office management

KEY CLIENTS: Agilitas IT Solutions, Reprise Digital (Performance Marketing), SML, TP-Link

JWI

PR agency

Founded: 2015

Headquartered: Dubai

Head of company: Charli Wright hello@jwi-global.com

SPECIALISMS: Creative advertising, strategy & planning, brand development, experiential events, content marketing

KEY CLIENTS: Ariel, Electrolux Group, Gillette, Sephora, Philips

Katch International

Founded: 2011

Offices: Dubai, London

Head of company: Georgina Woollams info@katchthis.com

SPECIALISMS: PR; social media management; branding; digital marketing; creative design

KEY CLIENTS: Live Nation, Atlantis the Palm and Atlantis the Royal, EMAAR, Marriott, Al Tayer

Keel Comms

PR agency

Founded: 2021

Headquartered: Dubai

Founder & MD: Baha Hamadi Baha.hamadi@keelcomms.com

SPECIALISMS: The region’s first and only ‘purpose relations’ agency, focused on sustainability/ESG communications, and thought leadership

KEY CLIENTS: Canon Middle East & Turkey, Al Masaood (distributor of Nissan, INFINITI and Renault), DIFX, Deep Knowledge Group

Kekst CNC

Founded: 2006 (Dubai office)

Headquartered: Munich and New York; regional offices in Dubai, Abu Dhabi, Riyadh

Holding group: Publicis Groupe

Regional Head: Ben Curson, partner at Kekst CNC (Dubai) www.kekstcnc.com Dubai@kekstcnc.com

SPECIALISMS: Corporate communications; financial communications; crisis and issues management; internal communications; digital communications, analytics and social media

KEY CLIENTS: NEOM, LinkedIn

KeenePR

PR agency

Founded: 2019

Headquartered: Dubai

Head of company: KeenePR ellie@keenepr.com

SPECIALISMS: PR, influencer marketing, events management

KEY CLIENTS: Hilton Dubai Palm Jumeirah, Jumeirah Group, Pret A Manger, Reif Othman Restaurant Brands, Addmind Group

King & Co PR

Founded: 2022

Headquartered: Dubai

Head of company: Cheryl King cheryl@kingandcopr.com

SPECIALISMS: Strategy & consultancy; media relations; content creation; video production, media training

KEY CLIENTS: MENA FinTech Association

LEADERSHIP PANEL

Founded: 2009

Regional headquarters: Dubai

Ownership: TGW

Head of company: Mohammed Tayem, Founder & CEO +971 43388834 info@entourageintl.com h ps://www.entourageintl.com/

entourage is one of the leading regional live communications agencies, steeped in middle eastern culture, renowned for creating powerful human-to-human connections and brand experiences since 2009. We create synergies between multiple marketing elements, from creative to advertising, from events to experiential, from PR to digital marketing, and social media marketing to weave stories that build resonance and forge long-lasting relationships between brands and audiences built on performance. We are at the forefront of innovation, leading the change of the industry with agility and scalability at the crux of what we do and what we offer to our partners.

SPECIALISMS: Creative and Advertising, Event management, PR & Social Media, Content Creation & Strategy Development

KEY CLIENTS: Google, YouTube, Aramco, Amazon, UAE Media Academy, Ministry of Transport & Logistics, KSA, Ministry of Industry & Mineral, KSA, Discovery Networks

AWARDS: EFFIE Awards MENA in 2012, 2013 and 2014, Dubai Lynx 2011 & 2014, MEPRA awards 2014, Middle East Event Awards 2012, 2013 & 2014

Ziad Faour Head of Strategy

Mohammed Tayem Founder & CEO

Ali Hamade Head of Events & Technology

Christopher Hunt Creative Director

Manasvini Rizvi Head of Marcom

Shereen Khoury People & Culture Manager

Leidar MENA

Founded: 2017

Headquartered: Geneva; regional HQ in Dubai

Head of company: Rolf Olsen, founder & CEO andreas.keller@leidar.com, george.kotsolios@leidar.com

SPECIALISMS: Communications strategy; content development; ESG & sustainability strategy development & communications; positioning & messaging; crisis management & media training

KEY CLIENTS: IRENA, Microsoft, Metropolitan Premium Properties, DC Aviation Al Futtaim (DCAF)

Manara Global

Founded: 2019

Headquartered: Dubai

Heads of company: Teri O’Donnell and Robin Gordon-Farleigh teri@manaraglobal.com

SPECIALISMS: Reputation management; purpose; strategic communications; leadership communications; creative campaigning

Market Buzz International

Founded: 2001

Headquartered: Fujairah

Head of company: Mita Srinivasan mbi@themarketbuzz.net

SPECIALISMS: B2B; startups; small businesses; technology; non-profits

KEY CLIENTS: Jacky’s Business Solutions, The Assembly, Opontia, SME10x, TiE Du-bai

Markettiers

Founded: 2015 (Dubai)

Headquartered: London, with office in Dubai

Parent company: Markettiers4DC

CEO: Howard Kosky MarkettiersMena@Markettiers.com

SPECIALISMS: Broadcast PR; video production; audio documentaries; podcasts; international broadcast PR; media training

KEY CLIENTS: H+K , MullenLowe, Cisco, Webershandwick, Masdar

Motivate Events

Founded: 1979

Headquartered: Dubai

Heads of company: Anthony Milne, Chief Commercial Officer; Stuart Norbury, Events Director motivatemedia.com/services/events/ events@motivate.ae

+971 4 427 3000

SPECIALISMS: Motivate Media Group has a thriving events division, with numerous high-profile events staged throughout the year. From glamorous award ceremonies, to all-day music festivals, a dedicated marketing and events team ensures that all events are a valuable extension of our clients’ brands.

Matrix Public Relations

PR agency

Founded: 1999

Head of company: Hilmarie Hutchison, CEO +971-4-343-0888 support@matrixdubai.com

SPECIALISMS: PR, social media, influencer marketing, digital marketing, crisis management, media training

KEY CLIENTS: Acronis, Century Financial, Cloudera, Coldwell Banker, Dabur

Media Address

Founded: 2016

Headquartered: Saudi Arabia, with offices in Bahrain and UK CEO: Majed Al-Jabarti. info@mediaaddress.net

SPECIALISMS: Institutional communication; real estate communication services; capital market & IPO news services; content creation; media buying

KEY CLIENTS: L’azurde, Tamimi Markets, Amaar Real Estate, Innovest Properties; Rekaz Real Estate

MEMO Communications

Founded: 2022

Headquartered: Dubai

Head of company: Melinda Mesiano hello@memocomms.com www.memocomms.com

SPECIALISMS: Strategic communications consultancy; crisis communications and scenario planning; B2B and B2C PR and communications; event planning and management; PR fundamentals and team development training

Muse.co

Founded: 2008

Headquartered: Qatar

Head of company: Lauren Fryer Lauren.fryer@the-muse.co Davinder.sandhu@the-muse.co events@motivate.ae

+971 4 427 3000

SPECIALISMS: Strategic marketing communication and planning, public relations, branding, design, events and activations

KEY CLIENTS: Qatar Islamic Bank, Doha Festival City, Aman Hospital, Mass General Hospital, The Ned Doha

Pencell PR & Events

Founded: 1999

Offices: Dubai (HQ), Beirut, Cairo, Jeddah, Riyadh Digital Solutions info@pencellpr.com

Pencellpr.com

+971 4 445 8383

SPECIALISMS: PR strategy; event management; experiential solutions; creating digital conversations; brand ambassadorship

KEY CLIENTS: BBAC, Bosch, Siemens, Hersheys, Hasbro, Novartis, IFFCO, Christian Bonja Jewelry, Piaget, Langnese, Brigitte Ermel High Jewellery, Tabasco, Unisynk

Founded: 2019 Regional Headquarters: Dubai, UAE Ownership/Holding Group: Independent Head of Company: Jamal Al Mawed, Founder and Managing Director +9714 5786446

www.gambit.ae

info@gambit.ae

Gambit Communications is a multiple award winning independent public relations, social media management and influencer marketing agency that brings together the brightest young talents in the Middle East region to work on multinational brands. The word Gambit comes from chess, the ultimate game of planning and strategy, and is defined as a set of actions you carry out in order to gain an advantage in a situation or game, or a remark made to start a conversation with someone. We take our inspiration from this because the best communications agencies are the ones that know how to give your brand an advantage over the competition, and the best type of press is the one that starts conversations.

SPECIALISMS:

Public Relations: Thought Leadership, Media Relations, Crisis Communications, Media Training, CSR Strategies, Event Management, Editorial Services, Strategic Planning

Social Media: Content Planning, Campaign Management, Monitoring & Analysis, Page Management

Influencer Marketing: Content Development, Creative Executions, Visual Communication, Brand Ambassador Management

KEY CLIENTS: TikTok, Porsche, Mandarin Oriental, BMW, Acer, MAF Shopping Malls, MAF Entertainment, Aramex, Deyaar, Amazon Payment Services, McLaren, Toyota, Lexus, The Ritz-Carlton, BBC.

AWARDS: 47 trophy wins and 163 shortlisted campaigns in the past three years including the region’s first ever Gold in the PR Young Lions at Cannes. Current holders of PRCA Medium Agency of the Year and MEPRA Homegrown Agency of the Year, among five agency of the year wins in the past 18 months.

TEAM LEADERS

LEADERSHIP PANEL

Founder and Managing Director of Gambit Communications, is a multiple award-winning Emirati/British/Palestinian hybrid with a celebrated agency background and previous senior director roles on the client-side at Rolls-Royce Motor Cars and the Dubai Properties Group. An industry thought leader, Al Mawed has also been selected in prestigious lists such as The Holmes Report’s EMEA ‘Innovator 25’, The Huffington Post’s ‘Ten to Watch’ series, and the PR Week Power Book for four consecutive years.

Kathleen Burbridge, Senior Account Director, brings a decade of experience in roles at international communications agencies in Toronto, Chicago and Dubai. She specializes in lifestyle, luxury, automotive and hospitality communications.

Tony Sidgwick, Account Director, heads up the corporate, government, B2B and tech practices at Gambit Communications. He is a content development specialist with over 15 years’ experience in the region on both client and media side, including senior editorial roles at multiple GCC lifestyle publications.

Mirna Tamimi, Senior Account Manager, is a Riyadhraised automotive comms expert with experience on a suite of iconic brands including BMW, Porsche, Ferrari, Pagani, Maserati, Jeep, Dodge, Alfa Romeo and Fiat. She has been nominated for ‘Rising Star of the Year’ at the PRCA 2021 Awards and selected in Campaign Middle East’s ‘Faces to Watch’ 2020 list.

Judy Bakieh, Integrated Comms Manager, leads influencer marketing and integrated comms. The region’s first ever gold winner in the prestigious Cannes PR Young Lions 2023 (gold in both regional and global finales) and named PRCA Rising Star of the Year 2023 and Campaign Middle East Account Person of the Year 2022.

Jamal Al Mawed

PEPO Event Management

Founded: 2015

Head of company: Madhu Ku at info@pepoevents.com

SPECIALISMS: Corporate & themed events; meetings & conferences; organising exhibitions; artist management

KEY CLIENTS: King’s College Hospital London, American Hospital, Dubai London Hospital, Sharjah Ladies Club, Air Arabia, Unilever, IKEA Middle East

POP Communications

PR agency

Founded: 2017

Headquartered: Dubai

Head of company: Sarah Curtis and Zainab Imichi Alhassan Alli info@popcomms.ae

SPECIALISMS: Brand positioning support, media relations, influencer marketing, user generated content strategy, and events.

KEY CLIENTS: Jotun, Beyon, Powertech Mobility, The Family Office, The Smash Room

Performance Communications Middle East

Founded: 2009

Offices: Dubai

Heads of company: Ian Drinkwater (MD), Amanda Fox-Pryke (deputy MD) ian@performancecomms.com, amanda@performancecomms. com

SPECIALISMS: PR; digital; content creation; events; social media management

KEY CLIENTS: Bentley Motors, Audi, Bell Flight, Continental, MG Motor, Hockwood Games

Prestidge Group

Founded: 2017

Headquartered: Dubai, with offices in New York, London and Riyadh (in collaboration with Shades House)

Head of company: Briar Prestidge info@prestidgegroup.com

+971 54 464 6422

SPECIALISMS: Personal brand conceptualisation and management; public relations; social media management; ghostwriting; content creation; speaker relations; podcast and video production

LEADERSHIP PANEL

Founded: 1956 in Chicago | 2004 in Dubai

Ownership/holding group: Horizon Holdings (IPG)

Head of company: Mazen Jawad, CEO Horizon Holdings

Regional Managing Director: Stephen Worsley

General Manager: Haian Nayouf hnayouf@golin-mena.com +9714 3323308. golin.com

Golin is a global public relations agency that helps companies create change that ma ers. We provide effective multi-platform communications solutions for major brands, informed by a range of expertise and a variety of specialties within our key practice groups: Consumer, Corporate, Technology and Government.

SPECIALISMS: Consumer, Corporate, Technology & Government.

KEY CLIENTS: A portfolio of +30 clients that include FedEx, BIGO, Lego, National Bonds, Thakher Makkah, Kaspersky, Juniper Networks, Inter Emirates Motors, Anker Innovations and SADAFCO amongst others.

Mazen Jawad CEO Horizon Holdings

Stephen Worsley Regional Managing Director

Haian Nayouf General Manager

Founded: 2021

Headquartered: Riyadh, KSA

Head of agency: Ibrahim Almutawa h ps://jummarpr.com/ ibrahim@jummar.co

Local Phone numbers: 00966 112 172 777

Jummar PR & Communication is a Saudi PR consultancy firm based in Riyadh. Founded in 2021, Jummar’s main focus is providing communication strategies, content creation, media engagement, as well as monitoring and analysis solutions. With its deep understanding and awareness of the social, cultural, and economic context in Saudi Arabia, Jummar provides its expertise and capabilities across several sectors: finance, real estate, aviation, education, media, energy, sustainability, e-commerce, entertainment and artificial intelligence.

Jummar is also a member of PROI Worldwide, the leading global consortium of independent communication agencies, encompassing 90 PR and communication businesses in 165 cities across 60 countries.

KEY CLIENTS: flynas, ZATCA (Zakat, Tax, and Customs Authority), Imam Turki bin Abdullah Royal Natural Reserve, Engie KSA, Mdlbeast, Arab Open University.

SERVICES OFFERED: Strategic Planning, Media Relations, Digital and Visual Content, Monitoring and Analysis.

IBRAHIM ALMUTAWA

Managing Partner

INDUSTRY SNAPSHOT

WHAT ARE THE BIGGEST CHALLENGES FACING THE PR INDUSTRY?

The industry is facing three main challenges, of which the foremost is the shortage of competencies, given that they are in high demand, especially in the Gulf region. Building confidence is another challenge. Amid the mounting wave of fake news and misinformation sweeping today’s world, navigating safely in such turbulent water becomes indispensable to staying trustworthy. Another big challenge is constantly confusing PR with digital marketing on social media. It’s common to confuse them, even though the two have significant differences.

WHAT MAJOR CHANGES HAVE YOU OBSERVED IN THE INDUSTRY IN THE MENA REGION OVER THE PAST FEW YEARS?

We can see growing global interest in the region and its countries, which are undoubtedly taking great political and economic leaps, with major social and cultural changes taking place. There has been a high demand for effective PR services that can keep up with these changes. And that demand has granted local businesses ample opportunity.

The Middle East is home to diverse communities that greatly appreciate having their values and heritage respected. They also want to be addressed in a language they understand, which helps them focus on fulfilling their interests. This can pose a substantial challenge to international PR companies in the Middle East. Local PR companies have an advantage here, thanks to their understanding and knowledge of the communities they belong to. Strong and sustainable relations with media outlets are crucial for our work. Local PR companies have another advantage over their foreign counterparts in this area. Over the years, these local companies managed to build strong relations with local, regional, and international media outlets in a way that enables them to develop well-crafted media material to highlight the strengths, accomplishments and opportunities of the companies they represent.

YOU HAVE HIGHLIGHTED THE IMPORTANCE OF LOCAL PR COMPANIES, BUT WHAT DO YOU DO WHEN A CLIENT REQUESTS INTERNATIONAL REACH?

We are living in a world where interests are really complex. For instance, many Saudi companies need international services in European, Asian, and African capitals. To fulfill that need, Jummar joined the Public Relations Organization International (PROI), the largest network for independent PR agencies worldwide. As a PROI member, we can reach over 165 cities worldwide through over 90 PR

agencies, bolstering our international presence – an experience that has proven helpful for us and our clients.

WILL AI AFFECT THE PR INDUSTRY?

The human element will always be essential for providing PR services. There are values that a machine can’t offer, such as creativity, sensitivity, and ethics. But data analysis, for example, has become largely reliant on AI because it can efficiently determine patterns and trends, and this helps PR companies manage their clients and get their messages delivered to the right audience. We are convinced that AI will play a major role in the future of PR.

Amr Alnajjar Content Director

Rakan Alowais Operations Manager

Mohamed Yousef Managing Director

Ibrahim Almutawa Managing Partner

LEADERSHIP PANEL

Prism Marketing Management

Founded: 2007

Offices: Dubai, India, Canada

Head of company: Lovetto Nazareth lovetto@prism-me.com

+971 4 332 0808

SPECIALISMS: PR & advertising; lead generation (PPC display and programmatic campaigns); digital marketing (SEO, social media, content marketing blogging, content creation); brand and graphic design (integrated branding exercises); website/mobile app design; social media management and content production

Qraft Qommunications

Founded: 2019

Headquartered: Dubai

Head of company: Nina Shibly Chamilian nina@qqomms.co www.qqomms.com

SPECIALISMS: Media relations; influencer marketing; PR stunts; events; ad campaigns

KEY CLIENTS: Ferrero Gulf, L’Oreal Group, Swarovski, Danone Group, Johnson & Johnson Consumer Health

Q Communications

Founded: 2010

Offices: Dubai, Abu Dhabi, Manchester

Heads of company: Elsa Roodt, Katie Harvey elsa@qcomms.ae

SPECIALISMS: Public relations; social media management; content creation, including videography and photography; influencer marketing; digital marketing

KEY CLIENTS: Rotana Hotel Group, Aldar, Soneva, Tourism Ireland, Repton Family of Schools, Costa Coffee, MMI

Quill Communications

Founded: 2010

Headquartered: Dubai

Head of company: Maan Abou Dargham, owner www.quillmena.com info@quilmena.com

+971 4 439 0490

SPECIALISMS: Public relations; social media management; event management; digital advertising; creative design

Instinctif Partners - MENA

Founded: 2013

Headquartered: Dubai (Regional HQ), with offices across Europe, Africa and the Middle East Head of the company: Samantha Bartel, CEO & Managing Partner samantha.bartel@instinctif.com

+971 4369 9353 www.instinctif.com

We are strategic reputation advisors, partnering with our clients to navigate change, mitigate risk and build value through communications that influence and engage the right audiences in the right way.

Our strength is our expertise coupled with access to decision-makers and insight that creates real value. Our work in reputation management extends from promoting and defending businesses and brands to influencing policy, building advocacy, and driving customer behaviour. We work across every communication medium and engage multiple stakeholders, from business to media, consumers to investors, shareholders and beyond.

Our use of data ensures our strategies have measurable outcomes. We are committed to proving impact.

SPECIALISMS: Corporate & brand reputation management & ESG, Financial communications and Investor Relations, Thought leadership and brand campaigns, Corporate reporting – Annual and Sustainability Reports, Business resilience and crisis comms

KEY CLIENTS: ENBD REIT, Almarai, SABB, RAKBANK, Dubai Holding, Maaden, Dr. Sulaiman Al Habib Medical Services Group, Tadawul Group, Shaker Group, Tanmiah, KFSHRC, First Abu Dhabi Bank

AWARDS: SABRE Awards, PR WEEK Top 150, PRCA Digital Awards, National Business Awards UK, European Business Awards, PR Week Global Awards, PR Week Best Place to Work, Corporate & Financial Awards

In2 Consulting

Founded: 2010

Headquartered: Level 29, Marina Plaza, Dubai Marina, PO Box 334155 Dubai, UAE

Ownership: Anne Bleeker

Head of company: Anne Bleeker, Managing Director www.in2consulting.com in@in2consulting.com

Office: +971 4 455 8499

WhatsApp: +971 56 6030886

If you want to grow your business, you need to own your story. We can help you do that.

In2 Consulting is an award-winning Dubai-based strategic business communication agency, specialised in hospitality and technology. We’re experts in the GCC but have clients all over the globe. Our team of senior consultants has expertise across multiple industries and multicultural environments. We create bespoke B2B communication strategies that drive sales, get results, secure investment and help launch or grow a business. As a full-service communication advisory and PR consultancy, we use our industry knowledge, our network, and our experience to boost your visibility.

SPECIALISMS: Business communication, Strategic communication advisory, B2B event PR, B2B positioning & messaging Strategic PR for tech, Strategic PR for hospitality, Strategic PR for start-ups, Thought leadership, Content strategy & development, Internal communications, Communication training & capacity building

KEY CLIENTS: Future Hospitality Summit, The Bench, Aleph Hospitality, Aviation Professionals Club, Hudini, The Trade Desk, Lokalee

LEADERSHIP PANEL

Founded: 2007

Head of agency: David Balfour, Co-Founder & Craig Borthwick, Partner

https://www.lightblueww.com

info@lightblueww.com

Local Phone number: +971 (0) 4 341 1128

LIGHTBLUE is a creative experience agency. Human first, technology empowered, operating at the forefront of culture. We innovate, inspire curiosity, embrace courage and create opportunities for creative minds to thrive. Proactively living, breathing and driving forward the industries in which we specialise. To be the trusted partner, always aspiring to deliver unforgettable moments with authenticity, meaning and impact. Operating at the intersection of culture, entertainment and technology, we deliver business growth and awardwinning campaigns for the world’s most recognisable brands. A member of Tribe Global, an independent global network of 45 agencies in 100+ cities across the world.

KEY CLIENTS: Porsche, PlayStation, Hugo Boss, Dyson, Julius Baer, PUMA, OSN, Kerzner, Algorand

SERVICES OFFERED: We deliver Strategic Consultancy; Live Brand Experiences, Content, Creative Services; Digital Experiences, and Original IPs.

AWARDS WON: Campaign Experiential Agency of the Year, 2022.

KEY PROJECTS

Julius Baer: Art Dubai

Julius Baer’s recent partnership with renowned digital artist Refik Anadol is testament to its unwavering commitment to innovation.

Julius Baer retained LIGHTBLUE to create the strategic and storytelling narrative for its presence at Art Dubai. The result was a truly immersive experience that allowed guests to delve deeper into the brand’s rich history while providing a view into the future.

OSN: House of The Dragon OSN and HBO+ partnered with LIGHTBLUE to launch the highly anticipated series, House of The Dragon, across the region. Each execution uniquely authentic with a powerful balance of immersive content, sensory experiences and disruptive installations, the concept delivered groundbreaking results.

PUMA: SOLE DXB 2022

PUMA collaborated with LIGHTBLUE to curate their flagship regional experience during the 10th anniversary of SOLE DXB. The revolutionary pop-up structure, ingeniously created using predominantly recycled materials, showcased PUMA’s unwavering dedication to sustainability and encapsulated the essence of PUMA, offering an authentic and creative cultural experience.

Kerzner: Bab Al Shams

Luxury hotel and resort operator, Kerzner, partnered with LIGHTBLUE to create an exceptional showcase of the prestigious Bab Al Shams Resort. The partnership delivered a world-class relaunch that struck a perfect balance between honouring the resort’s rich heritage, infusing it with vibrancy and a sense of playful futurism through interactive storytelling and celebratory moments.

Craig Borthwick Partner

Simon Walsh Creative Director

Mirko Maccarrone Director of Web3 Technology

David Balfour Co-Founder

Samuel Guess Partnerships Director

Lizzie Howitt Business Director

RAPP MENA

PR agency

Founded: 2010

Holding Group: TPH and Omnicom

Head of company: Curtis Schmidt, President and Chief Growth Officer admin.dubai@rapp.com

SPECIALISMS: Integrated and strategic communications, campaign development, media relations & press office, influencer & content creator engagement, content development and creation.

KEY CLIENTS: Mercedes-Benz, Metlife, Dnata, MG

The Romans

Founded: 2015

Headquartered: London, with regional office in Dubai

Heads of company: Joe Mackay-Sinclair, CEO & founder; Alexandra Dewar, partner & head of Dubai office hireus@wearetheromans.com

SPECIALISMS: Creative PR; innovative, impactful storytelling; earned media campaigns; diversity & inclusion

KEY CLIENTS: Etihad, Snap Inc., Costa; Unilever, WWE

Redhill Communications

Founded: 2014 (Abu Dhabi 2020)

Regional headquarters: Abu Dhabi

Global HQ: Singapore

Holding Group: Redhill World

Heads of company: Jacob Joseph Puthenparambil, CEO, Anit Kurian, managing director, MEA uae@redhill.asia hello@redhill.asia

SPECIALISMS: Public relations; corporate communications; marketing communications; creative & design; integrated campaigns

S Factor Agency

PR agency

Founded: 2018

Headquartered: UAE

Head of company: Sharon Fernandes hello@sfactorme.com, sharon@sfactorme.com

SPECIALISMS: Media relations, content development, events, pr strategy, influencer outreach

KEY CLIENTS: Policybazaar.ae, Almutalaq Investments, The New Store, Nexthink, Albal Designs

Revelation Consultancy

Founded: 2016

Headquartered: Dubai, with affiliates in the GCC and MENA, partnering a global agency covering all international geographies

Head of company: Urvashi Kadam. urvashi@therevelationconsultancy.com

+971 50 357 0206

SPECIALISMS: Reputation management;, PR strategy and outreach; crisis management; CSR; influencer marketing

Shamal Communications DMCC

PR agency

Founded: 2004

Headquartered: Dubai

Head of company: James Lakie - General Manager james.lakie@shamalcomms.com

SPECIALISMS: Sustainability, real estate development, travel and tourism, hospitality, healthcare

KEY CLIENTS: RX Global, Dmg, Informa, Messe Frankfurt, Sopexa

Revolve Communications

Founded: 2022

Headquartered: Dubai

Head of company: Ryadh Kaddour, founder & CEO ryadh@revolvecomms.com

SPECIALISMS: PR; social media management; production; branding; events

KEY CLIENTS: Juana Skin, Skin Story, Amazigh Restaurant, Bymystique, YazJewels, Fyne Jewellery

Shakespeare Communications

PR agency

Founded: 2014

Headquartered: Dubai

Head of company: Ananda Shakespeare ananda@shakespearecomms.com

SPECIALISMS: Sustainability, property, education, tech and food

KEY CLIENTS: Barclays Private Bank, Swiss International School Dubai, The English College, House of Pops and Clara

GROWTH IS THE ONLY CONSTANT. www.cbpr.me

Founded: 2006

Headquartered: Dubai, UAE

Affiliate offices: Afghanistan, Algeria, Bahrain, Bosnia and Herzegovina, China, Croatia, Cyprus, Egypt, India, Indonesia, Iraq, Japan, Jordan, the KSA, Kuwait, Lebanon, Libya, Macedonia, Malaysia, Montenegro, Oman, Pakistan, Palestine, Russia, Serbia, Singapore, Spain, Sudan, Syria, Thailand, Tunisia, Turkey, the USA and Yemen

Head of the company: Ahmad Itani

+971 4 334 1140

+971 56 163 3162

www.cbpr.me

info@cbpr.me

Cicero & Bernay is an award-winning agency that crafts tailored communication strategies across diverse services, encompassing online reputation management, strategic planning, influencer marketing, and ESG. Our ethos is to let the facts do the talking, with a foundation for establishing strong client partnerships and creating innovative, results-driven campaigns based on meticulous data analysis and interpretation.

SPECIALISMS: Contributor relations, thought leadership, online reputation management, corporate reputation management, content development, strategic planning and counsel, influencer marketing, ESG, and crisis communication.

AWARDS: PRCA MENA Awards - Large Consultancy of the Year 2022 (Highly Commended); International Stevie Awards; 2 Guinness World Records; PRCA Digital Awards; MENA Digital Awards; MEPRA Awards.

INDUSTRY

SNAPSHOT

Ahmad Itani Founder & CEO

INDUSTRY SNAPSHOT

Managing Director

WHAT ARE THE BIGGEST CHALLENGES FACING THE PR INDUSTRY?

Adapting to AI technology and leveraging its vast knowledge and potential is crucial, but are we deploying it aptly, given the evolving nature of communication? The ever-evolving landscape of AI demands that we continuously and critically evaluate its role in shaping modern communication.

WHAT CHANGES HAVE YOU WITNESSED IN THE INDUSTRY IN RECENT YEARS?

The industry is constantly evolving, necessitating constant vigilance and daily updates to stay informed, with forwardthinking, scenario planning and agility becoming indispensable attributes. At C&B, such changes propelled our transformation from a consultancy to a more collaborative partnership that empowers both us and our clients.

WHAT ADVICE WOULD YOU GIVE TO CLIENTS WHO WANT TO GET THE MOST OUT OF THEIR AGENCY?

Trust the expertise of your chosen agency. We’ve thrived in this industry because we grasp its intricacies. You selected your

agency for its merits; let them do their thing. After all, at the core of every successful campaign and strategy lies a strong, symbiotic partnership between an agency and its client.

IS THE PR INDUSTRY BEING IMPACTED BY AI?

Absolutely. AI’s imprint on the communication-based PR industry is profound. If correctly harnessed, AI can be a game-changer. However, there’s a danger of over-reliance. AI provides insights and groundwork, but the human touch remains paramount in interpreting and executing strategies.

HOW ARE YOU NAVIGATING THE EVERCHANGING WORLD OF SOCIAL MEDIA?

Simplicity is key. With the surge in scrolling fatigue and an overwhelming number of platforms, our mantra is to keep content straightforward and authentic. We advise clients to strategically choose platforms aligning with their brand, avoiding unnecessary complexity, especially in the fast-paced realm of social media, where users seek concise, value-add content.

Tariq Al Sharabi Managing Director

LEADERSHIP PANEL

Shadani Consulting

Founded: 2016

Headquartered: Dubai, with affiliate agencies in Saudi Arabia Head of company: Zaib Shadani, founder & managing director www.shadaniconsulting.com; www.thecommsroom.academy info@shadaniconsulting.com

+971 50 911 6138

SPECIALISMS: PR outreach and strategic planning; events (including press conferences, product launches, etc.); content creation and copywriting; media interviews, features and in-depth profiling; crisis communication; reputation management; influencer activations and engagement; training through The Comms Room sister company; video production

Sociate Communications

Founded: 2015

Headquartered: Dubai, with a branch in the UK Head of company: Rosa Bullock hello@sociate.ae

SPECIALISMS: PR; blogger/influencer activations; social media management and advertising; content creation (photography and videography); copywriting and arabic support

Social Shop by Aurora

Founded: 2015

Headquartered: Dubai

Heads of company: Annie Meikle, Iona Al Suwaidi contact@auroraadvertising.ae

SPECIALISMS: B2B/corporate social media management and content creation; thought leadership; executive positioning; digital PR

KEY CLIENTS: Oracle Cerner Middle East and Africa; The RoyalJet Group; Pangaea X; Moorfields Eye Hospitals UAE; Fujifilm Healthcare

Spiro

Founded: 2022 (GES Collective founded in 1939) Spiro ME Offices: Dubai, Abu Dhabi, and Riyadh ContactME@thisisspiro.com +971 4 885 9336

SERVICES: Experience design; martech; content creation; event production; product launches; pop-ups, conferences and events

LEADERSHIP PANEL

Founded: Middle East 2012, Globally 1995

Head of agency: Sco Feasey, Chief Executive Officer

Website: www.mcsaatchi.ae

Email: prme@mcsaatchi.com

Local Phone numbers: +971 (0) 4 446 3209

M&C Saatchi Middle East is a creative solutions company like no other. Part of the largest independent communications network in the world, M&C Saatchi Group. Born out of the need for strategic and brutally effective creativity, we cherry-pick the best professionals, from all over the world, to help our clients make an impact, driving Meaningful Change for them and the world.

KEY CLIENTS: Burger King, Wego, King Faisal Specialist Hospital & Research Centre, Warner Bros. Discovery, WHO Foundation, ECCO, and Aldar Properties

SERVICES OFFERED: Corporate & consumer communications, thought leader profiling and training, crisis management, media relations, media training, content development, influencer and KoL management, full-service advertising and communications offering.

AWARDS WON: MEPRA Silver Winner for Best Campaign in Saudi Arabia, PRCA Best PR Campaign: Crisis Communications.

Ryan Reed Chief Creative Officer and Partner

Sco Feasey Chief Executive Officer and Partner

Rashmi Jeetendra PR Director

Sarah Kent Client Services Director

Natalie Cooke Managing Director

Andrea Jhoolun Operations Director

Spread Communications

Founded: 2014

Headquartered: Dubai

Head of company: Shamim Kassibawi https://spreadcomms.com/ Hello@SpreadComms.com

+971 4 551 7285

SPECIALISMS: Corporate PR; healthcare PR; B2B PR; personality profiling

Story Public Relations

Founded: 2018

Headquartered: Dubai

Head of company: Laetitia Tregoning, owner www.story-pr.com tellme@story-pr.com

+971 56 724 2154

SPECIALISMS: Extraordinary individuals, design & culture, luxury hospitality (senior advisory, thought leadership, CEO communications, brand development, strategic partnerships)

Story Public Relations

Founded: 2018

Headquartered: Dubai

Head of company: Laetitia Tregoning, owner www.story-pr.com

tellme@story-pr.com

+971 56 724 2154

SPECIALISMS: Extraordinary individuals, design & culture, luxury hospitality (senior advisory, thought leadership, CEO communications, brand development, strategic partnerships)

Tales & Heads

PR agency

Founded: 2021

Headquartered: Dubai

Heads of company: Margaret Flanagan & Lisa King hello@talesandheads.com

SPECIALISMS: Strategic communications consultancy and creative storytelling

KEY CLIENTS: Chalhoub Group, Jumeirah Group, Lega Serie A, Merck Gulf, Stellantis

LEADERSHIP PANEL

Founded: 2017

Regional headquarters/offices: UAE with offices in Zurich and Amsterdam

Ownership/holding group: MCH Group

Head of company: Ties Hendriks

dubai@mch-global.com

+971 4323 5040

https://www.mch-global.com/ch/

MCH Global is a full-service experiential agency that connects the dots across strategy, concept, design and implementation to deliver unforgettable brand experiences. Sitting at the intersection of the cultural conversation while being driven by innovation, we find new ways for brands to create a lasting impact that resonates with their audience, all through the power of experiential marketing. The MCH Global brand pushes the envelope through creative courage, authentic storytelling and impeccable execution across the EMEA region. With core teams in Dubai and Zurich and extended operations spanning from Qatar and KSA to Amsterdam and Munich, we are just getting started.

SPECIALISMS: Strategy; market research; customer journey mapping; creative design; concept and idea development; experiential formats from brand activations to roadshows; stunts and festivals; content production; virtual events; Web3 and metaverse curation; project management; onsite management and production.

KEY CLIENTS: Google, Porsche, Expo 2020, Pepsi, Cisco, Enoc, BMW Group, UBS, Twitter, Julius Baer, Audi, Nike, Lucid, Emaar, Lexus, Adidas, Lamborghini, Renault, Dubai Watch Week, HBO Max, Volkswagen, Breitling and Disney.

Saheba Sodhi Head of Region

Ties Hendriks CEO

Paula Mangueira Head of Studio

Steve Bevan Production Director

Uli Stanke Head of Innovation & Growth

Lara Bittencourt Head of Operations

Tell It

Founded: 2013

Offices: Dubai, Beirut

Head of company: Dalia Ghawi contact@tellit-dxb.com

SPECIALISMS: Digital marketing; PR; events; content development; integrated marketing communication.

Toh PR

Founded: 2011

Headquartered: Dubai

Holding group: PRCO

Head of company: Sophie Toh www.tohpr.com

+971 4 382 8900

SPECIALISMS: Consumer brand building; collaborations and partnerships; media and Influencer relations; event management; photography and digital content generation

Via Media Dubai

Founded: Internationally 1997, UAE 2017

Heads of company: Medina Beganovic, Vesna Beganovic info@viamedia.ae medina.beganovic@viamedia.ae

SPECIALISMS: Experiential; creative; digital;strategy

TRACCS

PR agency

Founded: 1998

Headquartered: Riyadh

Head of company: Mohamed Al Ayed, President and CEO info@traccs.net

SPECIALISMS: Advisory, content and training

KEY CLIENTS: Public Investment Fund (PIF), Toyota Motor Corporation, Four Seasons Hotels & Resorts, DHL, American Express, National Bank of Bahrain, Amouage, and Boursa Kuwait

W7 Worldwide

Co-founders: Abdullah Inayat and Abdulrahman Inayat info@w7worldwide.com abdulrahman@w7worldwide.com a.inayat@w7worldwide.com

+966 12 661 4579

SPECIALISMS: Brand solutions, reputation management, crisis management, stakeholder mapping and engagement, media outreach and media relations

LEADERSHIP PANEL

Founded: 2009

Regional headquarters/offices: Dubai, regional office in Riyadh, Saudi Arabia.

Ownership/holding group: Publicis Groupe Middle East

Head of company: MacLean Brodie, CEO, MSL Middle East dubai@mslgroup.com

+971 4 3672595

h ps://mslgroup.com/

MSL is Publicis Groupe’s strategic communication and engagement company. We champion our clients’ interests through fearless and insightful campaigns that engage multiple perspectives and holistic thinking to build influence and deliver impact. Our holistic approach brings to life the collaborative ‘Power of One’ principle we apply within and outside of the Publicis Groupe. From London to Shanghai, Mumbai to Sao Paulo, Johannesburg to Warsaw, Berlin to Bangkok, New York to Paris, we are MSL.

SPECIALISMS: corporate communications, content strategy, strategic communications, reputation management, inbound marketing, crisis communications, digital strategy, influencer marketing, public relations, media relations, public affairs, and online reputation management

KEY CLIENTS: Procter& Gamble, EITC (du), Red Hat, Amana, VFS

MacLean Brodie CEO, MSL Middle East

Bassel Kakish CEO, Publicis Groupe  ME&T

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

Houda Samir Chief Financial Officer, Publicis Groupe ME&T

TishTash Communications

Founded: 2012

Headquartered in: Dubai

Head of the Company: Natasha Hatherall-Shawe

Email Address: info@tishtash.com

Contact Number: +971 4 341 4679

Website: www.tishtash.com

We are an award-winning female-owned and operated independent communications agency specialising in beauty, health and living well. We pride ourselves on delivering a personal touch with everything we do, creating campaigns and strategies across PR, digital, social and content creation, to truly get brands noticed. We see ourselves as part of our client’s team rather than just an ‘agency’, which is why we have an average client retention of 4 years. Our people and culture are extremely important to us at TishTash Communications. Our flexible company policies are some of the reasons we have been much celebrated with awards and accolades including the People & Culture of The Year Award at the Gulf Capital Awards and being certified a ‘Great Place to Work’ accolade in 2023, which we are very proud of.

SPECIALISMS: Public Relations, Social Media & Digital Marketing, Content Creation, Influencer Management and Event Planning/Management

KEY CLIENTS: Watsons, LUSH, Jumeirah Group, Alshaya Group, The Body Shop

AWARDS: Great Place to Work 2023, PRCA Digital Team of the Year (2022), PRCA Best Medium Consultancy of the Year - Highly Commended (2021), PRCA Best Medium Consultancy of the Year (2021), PRCA Leader of the Year (2021), Gulf Capital | SME People & Culture of The Year (2021), Gulf Capital | Business of The Year (2021), Gulf Capital | Leader of The Year (2021).

Watermelon Communications

Founded: 2001

Head of company: Madhu Kuttat info@watermelonme.com

SPECIALISMS: Press release distribution MENA; crisis communication & management; performance marketing; media relations; content creation and production

KEY CLIENTS: Hitachi Energy, ZOHO, Aster DM Healthcare, Hotpack Global, TCL Electronics, Conares, Fashinza

Weber Shandwick MENAT

Founded: 1983

CEO: Ziad Hasbani zhasbani@webershandwick.com

SPECIALISMS: Corporate reputation; banking and financial services; consumer marketing; government communications; integrated communications

White Label Media

Founded: 2013

Headquartered: Dubai

Head of company: Shraddha Barot Amariei shraddha@whitelabelmedia.me

SPECIALISMS: PR & marketing; launches & events; brand development & strategy; influencer marketing; digital marketing

KEY CLIENTS: Bombay Bungalow, Ibn AL Bahr, Blue (Blackspoon), China Bistro, Art of Dum, India Bistro (Foodlink), Caya, Gia , Social House (AAENT), Saddle, NICOLI and Rolldxb

Founded: 2013 (UK), 2015 (Dubai & Mumbai)

Head of agency: Anna Hope Managing Director, Middle East www.plus1comms.com

hello@plus1comms.com

+971 (0) 4326 1133 / +971 (0) 55 240 5752

At Plus 1 Communications, we breathe life into stories. We are a dynamic team of passionate storytellers, driven by creativity and innovation. Together, we elevate brands, captivate audiences, and create meaningful connections.

Operating from London, Dubai and Mumbai, we craft brand stories that resonate globally. With an influential senior team, we ensure high calibre delivery, focused on integrated campaigns so that we don’t miss any opportunities. Client relationships are built on a balance of trust and transparency ensuring long-term partnerships.

Celebrating 10 years of success, Plus 1 Communications has recently rebranded with a fresh new visual identity and a captivating strapline, “Design, Create, Communicate,” which reflects our deep understanding of clients’ evolving needs.

KEY CLIENTS: Bloom Education, RAK Leisure, Sole DXB, Hard Rock Cafe, Dubai Active, Kempinski Hotel& Residences on the Palm, University of Europe for Applied Sciences, Royal Grammar School Guildford Dubai, Safarak, Beech Hall Riyadh, Aldenham Riyadh

SPECIALISMS: Public relations, social media, paid social media, digital marketing, influencer management, event management, crisis comms, advertorials, creative services, website and SEO

LEADERSHIP PANEL

Karen Lane Group Managing Director

Patrycja Jackiewicz Social Media Director

Nermine Kashef Senior Account Manager

Ricky Ghai Executive Chairman

Anna Hope Managing Director, Middle East

Sophie Pearce Creative Director

Founded: 2001

Regional headquarters/offices:

Abu Dhabi Ownership/holding group: Multiply Group LLC

CEO: Ammar Sharaf marketing@viola.ae

02 644 9444 www.viola.ae

Viola Communications is a well-established fast-growing UAE-based investment group specializing in providing fully integrated marcomms solutions to local, national and regional clients. As a long-standing leader in the marketing communications sector, Viola Communications is committed to being a proud contributor to the UAE’s growth and economy. Part of the Multiply Group, Viola creates, designs and implements a range of services through its 7 business units: Viola Advertising, Viola Public Relations, Viola Planning Consultancy, Viola Events, Viola Production, Viola Interactive and Viola Outdoor.

SPECIALISMS: Integrated marketing and communications, event conceptualization, event design, event production, event management, brand activations, experiential spaces, content curation, media relations and strategic communications, crisis management, creative content creation, internal and corporate communications, government relations and public affairs.

KEY CLIENTS: DED, Khalifa University, DCD, Dubai Holding Asset Management, IHC, Masdar, ADDA, ITC, National Archives, G42, Abu Dhabi Municipality, GPSAA, Abu Dhabi Sport Council, NCEMA, MCC, Al Ain Zoo, Teslam, DIFC, Al Seer Marine, PUREHEALTH and DCT.

AWARDS WON: 2020 Middle East Events Awards – Best Social Event - Abu Dhabi Science Festival & Innovator, 2022 MEPRA Awards – Silver Award for Best Arts & Culture Campaign, 2023 Eventex Awards - Gold Award for Municipal Event and 4 Bronze awards for the Abu Dhabi Moments initiative by the Abu Dhabi DCD

make ‘reasoning errors’ and we are a very specialised industry that relies on accuracy, reliability and integrity, so the human element is crucial. However, as we chaperone the adoption of AI, we also tap into a workforce populated by a new wave of tech-savvy young entrepreneurs, ensuring that we are always reflecting our clients’ business objectives, staying ahead of the curve and adapting to change, leading by example.

WHAT CHANGES HAVE YOU WITNESSED IN THE INDUSTRY IN RECENT YEARS?

Well, to state the most obvious, it’s AI again, but that technological tool is still in its infancy. A more tangible change is the shift in emphasis to the adoption of ESG (Environmental, Social, and Governance) policies which are playing a pivotal role in our success. By embracing these principles, we showcase our commitment to sustainability, ethical practices, and responsible leadership, values that are equally important to our clients. Socially responsible initiatives boost both the company’s reputation and employee morale, leading to a motivated and diverse workforce.

WHAT ARE THE BIGGEST CHALLENGES FACING THE PR INDUSTRY?

The most talked about innovation right now is, of course, AI, but I like to think of it as a tool rather than a challenge. Programmes like Chat/ GPT have difficulty injecting the human touches of nuance, empathy and humour. They are known to sometimes ‘hallucinate facts’ or

WHAT ADVICE WOULD YOU GIVE TO CLIENTS WHO WANT TO GET THE MOST OUT OF THEIR AGENCY?

Trust the agency’s expertise. We are a strategic partner, addressing the individual needs of every single client. We invest in digital transformation and ESG, building sustainability

into every project. Clients should understand that markets evolve so an agency needs room to innovate and respond to evolutionary trends in order to achieve their long-term vision.

WHAT ARE THE LATEST TRENDS TAKING PLACE IN THE EVENTS SPACE?

That’s easy - technical integration, which is having a profound impact on the events industry, transforming how events are planned, executed, and experienced. In the last year, tremendous advancements in technology have ushered in some amazing new possibilities, enhancing attendee engagement, streamlining event logistics, utilising more accurate data analytics and providing more personalised interactions. By incorporating the latest AR/VR, interactive and immersive technologies, Viola Events are creating hybrid experiences that go beyond the accepted norm into our brave new world.

OF WHAT RECENT EVENT IN WHICH YOU WERE INVOLVED ARE YOU THE MOST PROUD?

We are proud of every single event that we have organised since our inception –but if I had to choose a concept that makes me proudest, it would be any event that positively contributes to the reputation, recognition and status of the UAE. As a home-grown company, Viola Communications has evolved alongside the nation, and we are honored to be involved in any event that helps to chart its progress.

Reham El Ezaby Events Client Services Director

Wael Sarieddine Senior PR Account Manager

Michail Panagiotakis Events Director

Tala Abu Taha PR Director

Fady Jean Chief Creative Officer

Ammar Sharaf Board Member & CEO

LEADERSHIP PANEL

Viola Communications’ Chief Commercial Officer

OLA EL SISI

INDUSTRY SNAPSHOT

Yardstick Marketing Management

Founded: 2012

Headquartered: Dubai

Head of company: Anishkaa Gehani www.yardstick-marketing.com info@yardstick-marketing.com

+971 4 351 8584

SPECIALISMS: Public relations; influencer marketing; advertising; media buying and planning; social media; digital marketing

KEY CLIENTS: Cambridge, Abicalçados, Jabra, Aster Group, QNA International, Al Rostamani Communications

Z7 Communications

Founded: 2007

Headquartered: Dubai

Head of company: Zeina El Dana, founder & CEO info@z7commmunications.com

SPECIALISMS: Brand communications; talent and influencer engagement; events & experimental; digital & social strategy; content creation

KEY CLIENTS: Brunello Cucinelli, COTY Prestige, Kering Eyewear, SLS Dubai, Infiniti Middle East

Yugen PR and Events

Founded: 2007

Headquartered: Dubai

Heads of company: Josh Yugen, Ian Borromeo pr@yugenpr.com

SPECIALISMS: Luxury PR; social media; digital marketing; events; celebrity/ influencer management

KEY CLIENTS: Amato Couture, Smile Train, Miss Universe, UNHCR’S Aiming Higher with XPEDITION Talks, Arabia’s Next Top Model

Zia Creative Network

Founded: 2009

Head of agency: Waseem Yakdi, CEO & co-founder

Offices: Abu Dhabi, Dubai, Halifax info@zianetwork.com

SPECIALISMS: Advertising and Marketing; video and audio production; 2D and 3D animation; creative photography; PR & events

KEY CLIENTS: DP World, Dubai Police, DWTC, Abu Dhabi Pension, Ministry of Interior

MATTER OF FACT

News, views & trends from across the spectrum

THE RISE AND REGRESSION OF PROGRESS

TARIQ AL SHARABI

Managing Director of Cicero & Bernay Communication Consultancy

No matter where you look, we see a stream of new innovations driven by AI technologies cropping up across every industry imaginable. The gift that keeps on giving however is generative AI, which, even with all of its benefits and utility in mind, continues to prove itself relatively controversial. While the e ciency and capabilities presented by this technology have enabled its mass adoption into the mainstream — it has also nurtured scepticism about authenticity, credibility, and individual identity across digital domains. Paired with already immensely powerful text generators, audience concerns surrounding the validity of what they see online is at an all time high. With the recent resurgence of the dead internet theory, alongside a wide array of distrust surrounding AI and the sterilisation of the internet, topped o with confirmations of entire bot armies sprawling across social platforms, there is only one question left to ponder: Will the future of media shift back to more traditional communication avenues, eventually ending up back in the prehistoric ages of word of mouth?

Only time will tell.

5-15%

20%

Projected amount of outbound marketing that will be synthetic by 2025

BREAKING THE NET Bot-ly Believable

GAME CHANGER Digital Doppelgängers #NOT Snapthing went wrong

What’s it like being a fan of an influencer that is a mere figment of AI’s imagination?

We’ll know soon enough, as brands like Nike and Gucci have jumped on board with AI-backed customised virtual influencers, bringing life to a new form of brand a nity. Brands say these virtual influencers are bringing with them a transformative future, while audiences are left pondering — is it?

Are we interacting with humans or bots online?

With the recent resurgence of the dead internet theory, predicting that over half of the current web tra c is automated by bots, and the rise of highly accessible large language models, there is an ever-growing concern over hyper sterilisation and synthetic information across the digital domain.

Snapchat’s AI-driven chatbot went rogue, posting an enigmatic story on its own, something it was never intended to do. When questioned, users faced evasive AI replies, and later, Snapchat iterated that it was merely a glitch – yet audiences remained unconvinced. As awareness over ethical AI development continue growing, events like these are becoming ever more concerning.

Soccer, sports brands and Saudi

As a long-time England football fan, I gradually fell out of love with my national team after decades of disappointment. So imagine my delight when the women’s game started to grow in popularity (and success) and I could finally be proud of my national football team. The recent FIFA Women’s World Cup was not only good for the Lionesses of England, but for the women’s game in general, with record viewing figures and lots of interest from advertisers and brands keen to get in on the action. Some called it a transformation.

Samir Singh, global chief marketing officer at Unilever Personal Care, recently said the progress of the women’s game now “extends beyond the sport to symbolise societal progress and norm-redefining”. He was keen to point out his brand’s involvement isn’t just a passing fad, but part of a long-term strategy. And Unilever is not the only one with such a game plan. We have seen big brands such as Nike, Coca-Cola, Roblox and Google Pixel have all jumped aboard women’s soccer.

We regularly ask advertising and marketing experts for their views on a range of topics from AI to diversity for a monthly feature called Industry Forum. For this month, we asked a handful of them for their views on the adverts that they felt broke gender stereotypes. Interestingly, more than half of those ads mentioned concerned sports brands and campaigns. Creative geniuses at the world’s biggest sports brands Nike and Adidas have been doing some great work to raise the profile of female sports stars, particularly on the football pitch.

The rising popularity is also a great opportunity for non-sports brands to get involved, and they are. One of the best adverts around the Women’s World Cup was from French communications firm Orange who created a film called The Compil des Bleues, recommended by no fewer than three of our Industry Forum experts. Just look it up on YouTube. Recognition for female football is long overdue.

While the women’s game is making great leaps and strides, so too is men’s football in Saudi Arabia with some of the biggest names in the game moving to the Kingdom. It’s too early to say whether the introduction of Ronaldo, Firmino, Henderson and Benzema etc will mark the start of a transformation in Saudi Arabia. It depends if they stick around long enough. What is certain is that KSA is going all-in, using sports to help create a new image for itself, so far pumping billions into football and golf.

HARPER Editor

justin.harper@motivate.ae

www.linkedin/in/harperjustin

Regarding the country’s future branding, I feel I have helped play a small part, miniscule really, in Saudi’s new image. I was sent a Ipsos ‘name testing’ survey recently by the Saudi Tourism Authority asking me for my views. I’m never one to shy away from giving my opinion when asked so I gladly took part. The survey centred on ‘Hafawa’ and whether this was well-known enough to mean anything to me as a tourist. I did have a very basic understanding of Hafawa and its interpretation in the Saudi culture as being welcoming and generous, but not much more than that.

I assume the Saudi Tourism Authority plan on using Hafawa in future marketing campaigns to attract visitors to its new attractions and destinations. Having recently visited Saudi for the first time, and seen these warm and welcoming values firsthand, I would say Hafawa was bang on the money.

Hollywood inspiration for Madison Avenue

the movies of David Fincher and Quentin Tarantino in chronological order, please. Movies like Se7en, Fight Club, Pulp Fiction, Kill Bill and Django Unchained. We compared. We rated. We debated. This is what sparked some of the reflections below about what advertising could learn from those talented creators.

Don’t bore me Memorability comes from being distinctive and interesting.

A VIEW FROM JENNIFER FISCHER

Chief of Innovation & Growth, Publicis

Groupe ME&T

In June, I was in France for the Cannes Lions, and when I travel, my husband gets bored and shops. Long story short, we now have a new UHD Samsung TV. To test-drive our new TV this summer, we’ve organised retrospectives of some of our favourite directors. We watched all

Take Hans Landa, one of the most loathsome villains in cinema, played by Christoph Waltz in Inglorious Basterds. He is brutal and heinous. Yet, he is charming and polite. He is ruthless. Yet he is playful. He is opportunistic. Yet he is loyal. Or take Jules Winnfield, portrayed by Samuel L. Jackson in Pulp Fiction. He is a hitman, yet he has moral complexity. Advertising rarely gives us the opportunity to develop such complex characters, yet Tarantino could inspire us to make ads that are less sterile, less generic, and less ‘Shutterstocky’. If not fully Tarantinesque, at least by giving more teeth to our perennial housewives’ characters.

Talk to me like I’m smart Have you seen The Social Network? It was written by Aaron Sorkin. I love how he plays with words. He writes the most incredible dialogues. Witty and rhythmic. Most of all, he writes dialogues meant for smart people.

Watching Jesse Eisenberg deliver text written by Aaron Sorkin in Social Network is pure beauty. He delivers about 316 syllables per minute – about twice more than in an average dialogue scene. The copy is crafted for rhythm, and Sorkin creates poetic structures using meters to make dialogues stickier.

Advertising often dumbs things down, oversimplifies, and aims for ‘the lowest common denominator’. Maybe Sorkin could inspire us to craft for elevation, valuing the intelligence and sophistication of our audience.

It’s both substance and style Se7en, a dark movie if ever there was one. As we follow Brad Pitt and Morgan Freeman investigating a series of gruesome murders inspired by the seven deadly sins; every scene has moody lighting, overcast skies, desaturated colour palette, wet

streets, a gritty atmosphere, right until the last scene.

As the murderer makes his final move, directly targeting the detectives in a heart-wrenching moral dilemma. Then the sun is shining, and the landscape is open and rural.

David Fincher is a brilliant filmmaker, detail-oriented, meticulously crafting every element of the visual experience, the lighting, the camera movements, the mood, the architecture. The attention to detail ensures that the environment feels authentic. Advertising often focuses on what we are communicating. Meanwhile, how we communicate is often stuck in a generic Adland that feels fake. Maybe Fincher could inspire us to create a portrayal of reality that is deeper and more grounded in authenticity and details.

There’s more that can inspire us on the screen. Try watching an Alfred Hitchcock movie. Or, for a lighter moment, Richard Curtis.

Maybe it’s a good time to make your own watchlist and follow Jack London’s advice about inspiration and “go after it with a club.”

JUSTIN

Saudi focus

Trying to connect with a Saudi audience

It all started with a morning chat with a technology expert over coffee. A question came into the middle of the conversation: Can we build an AI-based creative agency?

As a professional working in the creative industry in Saudi Arabia for the last 15 years or so, I have followed the latest technological trends and their impact on the industry.

The adoption of digital technologies has been rapid in the Saudi market, and we are now on par with global industry standards. However, using artificial intelligence (AI) in creative agencies is still relatively new and largely unexplored.

The creative industry in Saudi Arabia is booming, thanks to the government’s direction with innovation and Vision 2030. In fact, according to a report by Research And Markets, the advertising and creative industry in Saudi Arabia is expected to reach a value of SAR 18.94bn ($5.05bn) by 2026, growing at a CAGR of 5.26 per cent during the forecast period (2021-2026). However, as the industry grows, there is a need to improve efficiency and productivity to meet the increasing demand for creative services. Traditional creative processes are time-consuming, labour-intensive and challenging to meet clients’ needs in a fast-paced environment.

Additionally, there is a growing demand for personalisation in creative work, which can be hard to achieve manually.

The creative industry in Saudi Arabia has been quick to adopt digital technologies, and the market is filled with creative agencies offering various

services. However, the use of AI in the creative process is still limited.

According to a report by WARC, only 10 per cent of creative agencies in the Middle East and North Africa region use AI to any significant degree. While some agencies have experimented with AI-powered tools for tasks such as data analysis and automation, the full potential of AI in the industry remains untapped.

and creativity by leveraging AI-powered tools. AI can generate ideas and identify patterns, enabling creative professionals to focus on refining and enhancing the output. Moreover, AI-powered personalisation can enhance the customer experience and improve client satisfaction.

Saudi Arabian agencies must invest in the necessary tools and technologies to build an AI-based creative agency. Various AI-powered tools in the market can help creative professionals work smarter and more efficiently. For example, AI-powered tools like Canva and Adobe Sensei can help automate repetitive tasks, enabling designers to focus on the creative aspects of their work. Agencies can also leverage AI to

By Mohamad Baalbaki, Co-Founder, Bold Group

analyse consumer data and create personalised content, improving customer experience and loyalty.

In addition, agencies can train their creative teams on how to use AI-powered tools and incorporate them into their workflow. This can help improve their output, streamline their processes and enhance their competitive edge.

The creative industry in Saudi Arabia is thriving and is expected to continue its growth trajectory. AI can further boost its potential, as it can help agencies improve their efficiency, productivity and creativity. Agencies can leverage AI-powered tools to analyse consumer data, create personalised content, and automate repetitive tasks. Therefore, as the industry evolves, embracing technological advancements like AI and using them to drive growth and success in the Saudi creative market is essential.

Only a small percentage of creative agencies in the region use AI to any significant degree, writes Bold Group’s Mohamad Baalbaki

‘‘Agencies can improve their efficiency, productivity and creativity by leveraging Al tools"

Digitisation is the catchword today. This has made nearly all organisations including the PR industry undergo sweeping changes. Digitisation, the rising force of Gen Z ready to join the workforce and the power of data are some of the areas that are sure-fire to dominate the communication sector this year, both for corporates and agencies.

THE CHANGING WORK CULTURE. A remote or working online mode has given way to a hybrid work culture. Such changes are not without their own set of problems. The shift to online working may result in employees having less respect for work timings, which may impact our engagement with employees, shareholders and clients, as we need a physical presence. However, these trends are here to stay. The digital shift will go on. Yet, physical things like events and conferences will continue. It’s the new normal.

DATA & ANALYSIS. Digitisation of data and analysis is playing a key role in our daily lives. Earlier, we used to have clients looking for some of the figures and data but now they demand an in-depth

Saudi focus

Trends that will shape our PR industry

alignment with their business, objectives, and even the campaign. It has all raised awareness. Data is going to play a major role and it is the new normal. It is worldwide. Because it enhances our productivity, efficiency and effectiveness.

LOCALISATION. This means not just creating local content or tapping into local talent but also making space for the rising number of Gen Z youths, a great potential in a country’s economy. In Saudi Arabia, youth are fascinated by the PR industry and are showing interest in taking up new responsibilities. So, we need to develop the potential and interest of Gen Z who are willing to enter the communication sector.

Despite the changes and challenges, we have seen W7Worldwide growing not only in Saudi Arabia but also in the region. We are optimistic about the future, of our partners, team, stakeholder and not least our clients. The work culture is very healthy

and I am encouraged to see that our clients feel like part of the organisation. So, a sense of bonding will keep us driving our business to the future.

In Saudi Arabia and the region, the PR industry has effectively withstood the onslaught of the pandemic. And we see opportunities galore in the region. The recent FIFA World Cup and several world-class events, and expos have lifted morale. Riyadh recently held a three-day FII conference on the theme 'Investing in Humanity: Enabling a New World Order', which drew thought leaders from all over the world.

We slowed down a bit the previous year. Yet, we are happy with the year-to-year growth. This motivates me for this year. I term it a growth year.

One of the current trends in the business, in general, is the human narrative. Business is changing and the narrative has to be personalised. Changing dynamics of media play a main role in such a change. Don't forget local content. So, what happens in Australia doesn’t happen in Saudi Arabia in simple words. You need to understand that your mindset is relevant to your content. And PR is all about content. Content is king.

DYNAMIC CHANGE

Staying on top of trends keeps you ahead of others. It’s truer today as things make rapid changes due to advances in technology. I am confident the current year will pump in more confidence in the business sector including the PR industry.

It’s a dynamic change in our industry too. Because every day there is a change. So, the people in the PR industry will have to have this profession as a lifestyle. Enrich yourself with the knowledge to have good mentors. To have great practice with your partners.

W7Worldwide’s Abdulrahman Inayat is positive about his partners, team and clients.

‘‘One of the current trends in the business is the human narrative"

Abdulrahman Inayat is co-founder and director of W7Worldwide

Private View

ENAM ALI

Senior Account Manager, AKQA

SAAD BOKSMATI

Creative Director, Tuesday (a GP Inc company)

GEMS EDUCATION: THE ALTERNATIVE ALPHABET (1)

A visionary campaign igniting mental health dialogue in schools. Through brilliant gamification, it navigates young minds toward open conversations, dissolving taboos. Would like to see GEMS Education’s collaborative expansion on this and help transform the narrative.

FAYROUZ: PACKAGING REDESIGN (2)

Like an artist’s brushstroke on a canvas, it paints inclusivity and innovation. As a Fayrouz fan, this metamorphosis doesn’t just rebrand a drink; it crafts a portal, inviting us to sip stories and melodies. Would love to see this becoming an artists-led movement.

AMERICAN UNIVERSITY IN DUBAI: VALENTINE’S DAY (3)

The campaign taps into pop culture through stickers, a tool used daily in communications. Exploring how this initiative catalyses lasting conversations, cultural shifts, or community engagement could unveil the hidden dimensions that amplify its brilliance.

LMTI: KHALLINA NETHAWAR (4)

Building a dialogue in Lebanon is a big step toward resolving the complexities the country lives in. Here lies yet another testament to the art of metamorphosis—Yet, as brilliant as it is, I would love to see the next phase of it. We started the dialogue, so what is next?

PUMA: YOU VS YOU (5)

There is nothing more amazing than a campaign celebrating everyday champions. The next step would be how to craft content that is owned by them.

GEMS EDUCATION: THE ALTERNATIVE ALPHABET (1)

The inclusion of a card game is a creative approach to shed light on mental health-related terms and facilitating discussions. Offering a digital alternative for the card game would be beneficial, as the current version requires downloading and printing cards.

FAYROUZ: PACKAGING REDESIGN (2)

The transition to the new design should be accompanied by messaging that assures consumers of the consistent high quality and taste of the product. Backing the rebranding with a creative marketing campaign, such as intergenerational introductions, would help solidify the brand’s new image and create a lasting impact.

AMERICAN UNIVERSITY IN DUBAI: VALENTINE’S DAY (3)

While the campaign is effective within the campus community, extending its impact beyond physical boundaries through an online hashtag challenge could significantly broaden its reach and engagement.

LMTI: KHALLINA NETHAWAR (4)

Engaging politicians is a relevant approach that resonates with the Lebanese population. But the idea of engaging politicians might face practical challenges, particularly in a context where trust in politicians is low, potentially leading to negative interactions.

PUMA: YOU VS YOU (5)

While the campaign is a step in the right direction, it could further differentiate itself from previous campaigns targeting the Muslim/Arabic culture.

GEMS Education

Title: The Alternative Alphabet Agency: Memac Ogilvy PR Relations

Fayrouz

Title: Packaging Redesign

Agency: No One American University in Dubai

Title: Valentine’s Day

Agency: The Creative 9

Production: Waggish Lebanese Ministry of Telecommunications and Information (LMTI)

Title: Khallina Nethawar

Agency: TBWA\RAAD

Puma

Title: You Vs You

Agency: Sticky Ginger

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 Junior Web Reporter Ishwari Khatu Junior Reporter Sonia Majumder

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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 campaignme.com campaignme@motivate.ae Campaign ME @campaignME

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.

Appointments

Dentsu has announced the appointment of ABDALLAH BIBI as Commercial Director – Sports, Gaming and Content Partnerships. Reporting to Tarek Daouk, CEO of Dentsu MENA, the new position was created to oversee Dentsu’s regional content and production offerings and to integrate its solutions across the wider agency. In his new role, Bibi will be involved in opportunities related to content production, rights distribution, naming and broadcast rights, gaming, anime and sports franchise infrastructure. He will also lead investments and

leveraging deep industry insights and client-centric strategies to deliver on Dentsu’s commitment to excellence and ongoing

oversee the implementation of the brands marketing, PR communications, and digital transformation segments. He will also oversee the development of brand content and storytelling, and data science across the company’s portfolio of products and services.

implementation and delivery. She will also guide and oversee the agency’s digital team and its development. Gill will ensure the delivery of services to a range of

partnerships, using global entertainment opportunities to target the Middle Eastern gaming community. Bibi has more than 15 years of regional experience, out of which he has spent 11 years with Dentsu’s brands.

Dentsu has also announced JAD NOUJEIM as Head of Trading along with his responsibilities to lead Amplifi MENA. Noujeim has more than 16 years of industry experience, a decade with Carat and has recently led the media agency’s trading division. His focus will remain on cultivating strong partnerships, while

advancement. Jad will lead Amplifi going forward, bringing together innovations, capabilities, and expertise to unlock new opportunities for partners and clients.

Al-Futtaim Automotive has announced the appointment of KATIB BELKHODJA as Director of Customer Centricity. In his new role, Belkhodja will be responsible for the development of the group’s customer-focused business strategies, including

Serviceplan Middle East has announced the appointment of NISHANT SHAH as Executive Creative Director. Shah joins the agency from Publicis Groupe in Tokyo, where he held the position of Global Creative Director. He has worked with agencies such as Publicis Groupe and JWT to create work for global brands such as;

clients and offer strategic advice on digital marketing strategies.

building the brand, improving customer experience, and boosting digital sales. He will also

Unilever, Nike, RedBull, Harley Davidson, Amazon, Qatar Airways. He will be involved in strengthening the creative and strategic capabilities of the agency, managing the creative team and collaborating with clients.

Q Communications has appointed REBECCA GILL as Social Media Account Director. In her new role, Gill will be responsible for overseeing and leading a diverse range of digital media projects, from conceptualisation to

Tactical has announced the appointment of JOSE M. SANCHEZ as Head of Creative. Sanchez will spearhead the company’s mission to leverage creative, technology, and data, enabling leading brands to shape culture across the globe with marketing campaigns. He has worked with clients, such as Uber, Sephora and Deliveroo. In his new role, Sanchez will be tasked with leading the agency’s global creative team.

The Spin

It brings tears to your eyes. Perhaps the copywriter responsible for the words on this optician’s pop-up banner needs a retinal check-up themselves. Either there’s something wrong with their eyesight, or more likely their spelling. I’m not sure you’d get too many people wanting rectal photography. Painful to look at, painful to do.

Phygital is all the rage these days, but this may be a stretch too far. While the merging of physical and digital (phygital) worlds is growing and advancing all the time, a ‘click here’ in a newspaper won’t get you anything, other than an inky finger.

While many of us love a good cup of joe at our local Starbucks, perhaps not everyone does. The Starbucks delivery driver leaving their van door open might be revealing what they really think about its coffee. We couldn’t possibly comment on the quality of its beverages but Starbucks’ executives will be frothing at the mouth.

Is this the most honest example of advertising you have even seen? The revelation that these pills have no effect, is followed up by the equally frank statement that they have no nutrients or vitamins either. And that’s ‘guaranteed’. Definitely something fishy going on here.

GET INVOLVED

Call for Listings – Production House Guide 2023

Deadline: September 11, 2023

Campaign Breakfast Briefing: The New Marketing

September 15, 2023

Grand Plaza Mövenpick, Media City

Campaign Middle East calls for listing for the annual Production House Guide 2023, to be published on 25 September. The guide lists major production houses, along with their in-house specialisms.

It will stand as a ready reference for all clients and agencies – from PR to creative to media – that need quality video content. If you are a production house that wants to reach out to decision makers, then get in touch.

For more details, please email nadeem@motivate.ae

The world of marketing is constantly evolving, powered by new technology and ideas. From adtech to AI, performance marketing to measurement. We need to stay on top of what’s happening in this dynamic space or get left behind.

Join us on 15 September for a networking breakfast, then three insightful panels with industry experts on how the industry is shifting from traditional marketing methods and cracking the marketing code of the digital age.

To know more, visit: bit.ly/breakfastbriefing-eventinfo