Campaign The MENA Powerlist 2023

DATE: DECEMBER 2023

REGISTER YOUR INTEREST REGISTER HERE

FIND OUT MORE

CampaignME.com/marcomms360 CampaignMiddleEast

CampaignME

Gold Sponsors

Presented By

#Predictions2024

September 25, 2023

3

INTRODUCTION W

elcome to Campaign’s MENA Power List 2023, a prestigious list of movers and shakers from the region’s advertising, marketing and creative industries.

We produce the power list every other year and our first one in 2021 was generally well-received, hence this second edition. However, we did get some feedback that it was severely lacking when it came to diversity – with no women among the 17 men.

While that is a reflection of the male bias in the industry, we have focused our efforts on redressing this imbalance and pushed hard to feature more women. This 2023 edition features five women, which is hopefully a step in the right direction. It follows our August issue of Campaign Middle East, which was a vivid pink in honour of our Women in Advertising theme.

The profiles you are about to read include ‘power essays’ – well-crafted articles from our power listers giving an insight into the industry from their own unique perspectives. From AI to Saudi Arabia, digital disruption to humanisation, there is a fascinating array of subjects to immerse yourself in.

Our power list players also answered light-hearted ‘rapid fire’ personal questions revealing what podcasts they are listening to, books they are reading and what makes them laugh, among other personal questions. Their answers are humorous, serious, smart and revealing.

It was a pleasure to edit these Power Essays, all excellently written and shedding a light on a key talking point or issue we face as an industry. While I may have been a journalist and editor for more than 20 years, I’m new to this industry and editing our power list was an educational activity. I learned a lot about what’s happening in the industry, along with its challenges and opportunities.

There are a few common themes running through our power essays, one of them being the strong-smelling scent of optimism. This isn’t just pie-in-the-sky dreaming but based on strong fundamentals. “Stability, creativity and an urge to do bigger and better things is making this region an attractive landscape for marketers to flourish,” wrote one of our power listers.

Indeed, great work is already being done, and more will surely follow. And the creative brilliance of the Middle East is being recognised globally (just look at the winners at this year’s Cannes Lions) while more talent is being attracted to the MENA region.

Technology is another common denominator and AI is on everyone’s lips. The possibilities are enticing and a little scary at the same time, but many are preparing for disruption. “We should be quick to anticipate and respond to new tech that has the potential to accelerate what we do and make us more adept – without being consumed by it,” wrote one of our power listers.

On the flipside, many highlighted the need to preserve the human touch within the creative industry. “While data can guide us toward understanding what people want, and AI can help us produce with efficacy and speed, nothing can replace the nuanced understanding and empathy of human creators,” wrote one of our esteemed writers.

“Remember, advertising, at its core, is about storytelling. It’s about triggering emotions and aspirations.” So true.

Indeed, so many great insights and soundbites await you in the coming pages.

And maybe you, like me, will feel a little closer to our 23 super smart and experienced professionals on the Campaign MENA Power List 2023. And you may also find a few ideas for podcasts and books to read. I know I did.

JUSTIN HARPER

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

Guide cover designed by Clarkwin Cruz

Motivate Media Group Head Office: 34th Floor, Media One Tower, Dubai Media City, Dubai, UAE. Tel: +971 4 427 3000, Fax: +971 4 428 2266. Email: motivate@motivate.ae Dubai Media City: SD 2-94, 2nd Floor, Building 2, Dubai, UAE. Tel: +971 4 390 3550, Fax: +971 4 390 4845 Abu Dhabi: Motivate Advertising, Marketing & Publishing, PO Box 43072, Abu Dhabi, UAE. Tel: +971 2 677 2005, Fax: +97126573401, Email: motivate-adh@motivate.ae Saudi Arabia: Regus Offices No. 455 - 456, 4th Floor, Hamad Tower, King Fahad Road, Al Olaya, Riyadh, KSA. Tel: +966 11 834 3595 / +966 11 834 3596. Email: motivate@motivate.ae London: Motivate Publishing Ltd, Acre House, 11/15 William Road, London NW1 3ER. Email: motivateuk@motivate.ae www.motivatemedia.com EDITORIAL Editor-in-Chief Obaid Humaid Al Tayer Managing Partner and Group Editor Ian Fairservice Editor Justin Harper Junior Web Reporter Ishwari Khatu Junior Reporter Sonia Majumder Editorial Intern Sarah Qaddumi DESIGN Art Director Clarkwin Cruz Designer Thokchom Remy ADVERTISING ENQUIRIES Tel: +971 4 427 3000 Chief Commercial Officer Anthony Milne Publisher Nadeem Ahmed Quraishi (+971 50 6453365) PRODUCTION General Manager S. Sunil Kumar Production Manager Binu Purandaran HAYMARKET MEDIA GROUP Chairman Kevin Costello Managing Director Jane Macken The publishers regret that they cannot accept liability for error or omissions contained in this publication, however caused. The opinions and views contained in this publication are not necessarily those of the publishers. Readers are advised to seek specialist advice before acting on information contained in this publication which is provided for general use and may not be appropriate for the readers’ particular circumstances. The ownership of trademarks is acknowledged. No part of this publication or any part of the contents thereof may be reproduced, stored in a retrieval system or transmitted in any form without the permission of the publishers in writing. An exemption is hereby granted for extracts used for the purpose of fair review. Campaign Middle East includes material reproduced from the UK Edition (and other editions) of Campaign, which is the copyright of Haymarket. Campaign is a trademark of Haymarket and is used under licence. The views and opinions expressed within this magazine are not necessarily those of Haymarket Magazines Limited or those of its contributors.

GOT A VIEW?

campaignme.com

@campaignME

Campaign ME

ISSUE 319. POWER LIST 2023

campaignme@motivate.ae

04

September 25, 2023

September 25, 2023

AHMED AL SAHHAF TITLE: CEO, MBC Media Solutions (MMS) YEARS IN ROLE: 3 OTHER ROLES: Board Member of Ara-

biya United Digital, Egypt, Member of the Supervisory Board of Engineer Holding Group, KSA, Executive Member of the Saudi Moroccan Business Council.

CAREER HIGHLIGHT:

In just three years, MMS has become a successful commercial company that empowers brands to connect with their audiences in an effective and impactful way. Today, MMS represents some of the strongest media companies in the region, from MBC Group, Saudi Sports Company (SSC) and Al Arabiya. We’ve also forged important partnerships along the way with international and local companies to further expand our offerings and better achieve our client’s goals and aspirations.

RAPID FIRE What’s taking up most of your time?

Guiding the company towards long-term success.

What keeps you awake at night?

Anticipating customer needs, staying ahead and prioritising the development of our exceptional team.

What makes you smile?

My sons.

What’s on your podcast list?

Thmanyah podcast.

What are you reading?

Mostly business and financial articles.

Favourite hobby?

Tennis and Baloot (a popular trick card game in Saudi Arabia).

Top tip?

Time is limited so always prioritise what’s important.

Best motivational quote?

“Opportunities don’t happen.

You create them”.

Favourite movie?

Extraction.

Social media platform you use the most, and why?

Instagram, to keep up with friends and family.

POWER ESSAY: BE A PART OF SAUDI’S HISTORICAL MOMENTS

By Ahmed Al Sahhaf, CEO, MBC Media Solutions (MMS) Connecting with audiences in Saudi Arabia lies in embracing and being a part of the historical shift that the country is undergoing.

With significant investments in sectors like entertainment, tourism, and sports to name a few, Saudi Arabia is diversifying its economy in line with Vision 2030. Major entertainment and sports events taking place in the Kingdom are evidence of this transformation.

For instance, the Saudi professional football league has gained prominence by attracting high-profile football stars such as Cristiano Ronaldo and Neymar. Their involvement has not only enhanced the talent in the league but has also brought global attention, expanding the reach of Saudi football to a wider audience.

This surge in popularity has resulted in increased viewership for televised matches and online streaming platforms. A top Saudi League match receives between 2.1 to 3.2 million views per match across TV and Shahid, which presents a valuable opportunity for brands to reach a larger audience and maximise brand exposure.

The same is true for major entertainment events featuring international artists, like the MDLBEAST music festival and the Riyadh Season winter festival. These events present rewarding sponsorship opportunities for businesses to be a part of Saudi Arabia’s most memorable moments. By associating themselves with these iconic moments, brands can enhance their visibility, revenue, and create lasting memories in the minds of viewers.

As the commercial arm of MBC Group and the advertising representative for the Saudi Sports Company (SSC), MBC Media Solutions (MMS) has focused on providing state-of-the-art solutions to help brands tap into these emotional experiences. This enables brands to establish a deeper connection with their audience, increasing brand loyalty and advocacy.

To succeed in this evolving landscape, brands need to recognise the importance of adapting their strategies to resonate with Saudi audiences and beyond. Being a part of people’s moments is crucial, but being a part of relevant content is equally significant. Saudi Arabia’s rich culture and traditions are being highlighted through localised production and content created in the past few years.

Brands can leverage this high-quality and engaging Saudi content to build a loyal customer base and establish themselves as industry leaders in the dynamic Saudi Arabian market.

MBC Group, for instance, has made it a priority to produce Saudi-focused content that features local actors and presenters. This commitment to showcasing Saudi talent and stories further strengthens their connection with the audience.

Moreover, MBC Group’s collaboration with the Ministry of Culture in launching the channel ‘Thaqafeyah’ demonstrates a deep dedication to highlighting Saudi Arabia’s cultural heritage.

By aligning themselves with initiatives that celebrate the country’s traditions, brands can connect with Saudi audiences on a deeper level and build trust and loyalty.

Additionally, as the MENA region’s largest and leading media company, MBC Group produces localised premium content beyond Saudi productions that resonate with audiences across the region.

MMS is intensifying its efforts in these markets, in countries such as Egypt, Iraq and Morocco to enable organisations in the region to connect with audiences by leveraging the group’s expansive reach and premium content.

This not only provides opportunities for government and private entities in Saudi Arabia to expand their businesses regionally, but also supports Vision 2030’s objective of fostering a thriving economy by establishing economic relationships with countries beyond the GCC and elevating promising local companies to become leaders at both regional and global levels.

Brands aiming to connect with Saudi audiences and beyond must actively embrace the changing landscape of the region and adapt their strategies accordingly. By being a part of people’s moments through major events and associations, and by aligning themselves with relevant content and platforms that resonate with the target audience, brands can establish a strong presence in Saudi Arabia and the region’s rapidly changing landscape to foster meaningful connections with their consumers.

“To succeed

in this evolving landscape brands need to recognise the importance of adapting their strategies to resonate with Saudi audiences”

05

06

September 25, 2023

September 25, 2023

JAMES BICKNELL TITLE: CEO, BackLite Media YEARS IN ROLE: 14

POWER ESSAY: DISRUPTIVE INNOVATION IS THE WAY FORWARD

By James Bicknell, CEO, BackLite Media

CAREER HIGHLIGHT: I successfully led my company’s transition to integrate digital solutions into our Out-of-Home (OOH) offerings, resulting in a remarkable 100 per cent increase in revenue. Additionally, we secured significant partnerships with prominent organisations and destinations, including The Roads and Transport Authority (RTA Dubai), Al Qana, The Galleria Mall, and Dubai Festival City among others.

RAPID FIRE What’s taking up most of your time?

Planning the next stage of our rapid growth.

What keeps you awake at night?

Understanding how we can continue to evolve and grow, while staying relevant and building really good products.

What makes you smile?

My family.

What’s on your podcast list?

I am not a big listener of podcasts to be honest.

What are you reading?

Manifest by Roxie Nafousi.

Favourite hobby?

Travelling with family to decompress.

Occasional bad Golf.

Top tip?

Do something you love. Life is too short to wake up unhappy every day.

Best motivational quote?

If you couldn’t fail, what would you be doing right now.

Favourite movie?

The Departed Social media platform you use the most, and why?

LinkedIn allows me to stay connected with industry peers, share insights, and keep updated with the latest trends.

In the dynamic world of business, where the only constant is change, the landscape of marketing in the UAE has undergone a remarkable transformation, with innovation emerging as the cornerstone of success. As the CEO of the UAE’s leading Digital Out-of-Home (DOOH) advertising company, I am filled with pride to have worked with a dynamic and multi-cultural team and led a revolution in the way we perceive and engage with outdoor media.

Through innovation in product, process and ecosystem, we have not only embraced the challenges of the modern marketing era but have also emerged as pioneers in shaping the industry’s future.

Innovating solutions: Unveiling new possibilities We realised that revolutionising our industry, first and foremost, comes with reimagining our products to suit the modern world and anticipating external factors disrupting the urban landscape in the UAE. Our commitment to innovation and inspiration provided by the UAE leadership to position the country at the forefront of the digital revolution has driven the business beyond the traditional static billboards, turning them into dynamic, interactive media that resonate with the digital-savvy audiences of today and match the grandeur of the cities we live in. Harnessing cutting-edge technologies, we have collaborated with brands and agencies to create immersive brand experiences that bridge the gap between physical and digital platforms.

“We have taken the

initiative to build a robust ecosystem of partnerships that go beyond traditional boundaries ... we have created an environment where innovation thrives”

This achievement has not only brought creativity to the forefront but also harnessed the power of data. We work actively with our clients and data partners to create a credible data ecosystem, enabling us to adapt and optimise campaigns swiftly, ensuring our clients achieve maximum impact. By combining creativity with data-driven insights, we have elevated our media to deliver memorable experiences for audiences.

Innovating processes: efficiency and agility Innovation should not be limited to the media solutions we offer—it should fill every facet of the business operations. To achieve this, streamlining processes and embracing automation to enhance efficiency and agility is of utmost importance. From campaign planning to execution, advanced algorithms can help us identify prime locations, analyse demographics, and forecast foot traffic patterns, ensuring that every advertisement is strategically placed for optimal reach.

Innovating ecosystems: cultivating partnerships A true revolution requires a collective effort, and innovation in outdoor media is no exception. We have taken the initiative to build a robust ecosystem of partnerships that go beyond traditional boundaries. By collaborating with technology providers, creative agencies, and local communities, we have created an environment where innovation thrives. Together, we have co-created solutions that challenge the status quo, bringing fresh perspectives to age-old challenges.

Moreover, we have championed sustainability as an integral part of our system. By incorporating eco-friendly materials and responsible waste management practices, we have not only reduced our environmental footprint but have also positioned ourselves as pioneers in promoting conscious and accountable marketing campaigns.

Our partners and brands are looking for more transparency than ever, and it is essential that we deliver that information accurately and effectively.

As the CEO of the UAE’s leading OOH advertising company, I take immense pride in our transformational journey, which has set new benchmarks for the industry. I envisage an OOH industry that seamlessly integrates with digital platforms, offering advertisers the best of both worlds. With the use of technology, OOH advertisements will become more interactive, personalised, and measurable, enhancing their impact and value.

Our commitment to embracing change and pushing boundaries is not just a reflection of our company’s ethos— it’s a testament to our dedication to shaping the future of marketing. With innovation as our compass, we will continue to lead, inspire, and evolve, driving the industry towards new horizons of success.

07

08

September 25, 2023

September 25, 2023

ELDA CHOUCAIR TITLE: CEO, Omnicom Media Group

(MENA)

YEARS IN ROLE: 2 to 3 OTHER ROLES: Vice Chair - Advertising Business Group, founding board member - Unstereotype Alliance, board member - IAB ME

CAREER HIGHLIGHT: It’s been a phenomenal road to recovery post-Covid, filled with major new business wins (Unilever, Chanel, Dubai Expo) and the launch of some of the best campaigns globally and regionally (Saudi Tourism, KFC). I particularly enjoyed seeing some of our best talent grow as leaders, using our collaborative culture to nurture and coach future superstars. We also had a strong award performance, especially OMD, which received every industry accolade there is recognising it as the best media agency in the region thanks to its gold standard product and quality of work.

RAPID FIRE What’s taking up most of your time?

Thinking.

What keeps you awake at night?

Reading.

What makes you smile?

Listening.

What’s on your podcast list?

Re:Thinking.

What are you reading?

Thinking Fast and Slow.

Favourite hobby?

Not thinking.

Top tip?

Sleeping solves half the problems.

Best motivational quote?

Nothing is ever as hard as you think.

Favourite movie?

Nobody’s Died Laughing.

Social media platform you use the most, and why?

Detoxing right now.

POWER ESSAY: SUCCESS UN-STUCK

By Elda Choucair, CEO, Omnicom Media Group (MENA)

Why do we need another article about how we measure success? If you Google the number of books on this topic, you will find 1.16 trillion results. Yet millions of books and studies later, we are still stuck with antiquated metrics. Why is it an issue? With more data at hand and more things we can measure, if we continue to track the wrong things then we are creating a bigger problem.

This is not only an issue in media, marketing or business. This is an issue in life. You find it in the education system, in sports, in medicine and other industries, where decisions are based on certain metrics of success that were established on, put simply, what had worked before.

Stuck in the past In business and more broadly in economic terms, the problem is increasingly acute. Take GDP, a measure introduced in the 1940s by John Maynard Keynes at the request of Sir Winston Churchill to calculate the nation’s economic wealth. Even though it was meant to be a wartime measure only, it’s now the main measure of socio-economic health. Oddly, it includes pollution, crime, the health costs of cigarettes and environmental disasters as ‘growth’ because they generate spending.

On the other hand, many happiness factors, which do not involve transactions, like quality of life, safety or family bonding, are not included.

In business, we measure success through profitability, but then look at the cost side more than the revenue side. We measure sales growth, loyalty and sometimes product quality although they only have a loose connection with the value creation objective. In our industry, clients often boost their profitability by pushing their agencies to work on thinner margins and cut costs. This eventually leads to cheaper talent, fewer resources and an inferior advertising product. All of this inhibits creativity and innovation, and in the long run, industry and brand success. Costs may fall but profits won’t rise because objectives won’t be met.

In digital marketing, old habits die hard and it’s nowhere more obvious than with the eternal CTR (click through rate). So weak is its link to campaign impact and effectiveness, it’s time we aim for something more relevant like attribution modelling, media mix modelling or the contribution of media to sales.

Digital marketing will never stop being complex, especially performance marketing,

and with enormous amounts of data, we find that benchmarking becomes the framework on which KPIs are set. Yet, it’s a dangerous route if we start by measuring the wrong thing.

Benchmarking is great to compare with the average, but it’s not a ready-made measure of what’s right for the brand and business. We can’t let benchmarks force the comparison

“We measure success

through profitability, but then look at the cost side more than the revenue side”

between incomparable things by taking us to the lowest common denominator. Instead of straightjackets that restrict our thinking, creativity and originality, we must make sure they reflect the reality of every situation. The benchmarks we work with must facilitate, not limit, the bravery of our decision-making.

Why are we stuck and how to get unstuck?

We need to let go of softer metrics that can be controlled or managed, and comfortably predictable to the point of being consistently adopted across the ecosystem. In my opinion, the better question to ask about success is this: Am I creating value? Value for the customer, for the user, for the advertiser, for the business, for the employer, for the employee, for the shareholder, for the community. Value in the broadest sense, not just financial.

We must be brave and lucid when we set our goal or destination. This means creating a KPI that truly matters to our business and always questioning the established status quo in metrics and benchmarks against your own situation and needs. The KPIs we rely on must make sense at any point in time or situation.

This clarity of thought and vision will undoubtedly light the path to success in the absence of compromise, short-cuts and easy wins. Major achievements require bravery and ambition. Surely, success that transcends time and space for the benefit of the many rather than the few is the worthiest of goals.

09

10

September 25, 2023

September 25, 2023

TAREK DAOUK TITLE: CEO, dentsu MENA YEARS IN ROLE: 5.5 OTHER ROLES: Member of The Board of Advisors for AUB, Strategic Advisor for Quest Ventures, member of the global YPO leadership community

CAREER HIGHLIGHT: Hosting our inaugural ‘Now to Next’ event in Riyadh was a real highlight. It was great to have the chance to debate the opportunities and challenges facing our industry in the Kingdom and beyond.

The emergence of Saudi Arabia as a crossroads for value exchange both inward and outward is helping to put our region firmly on the global stage, and it was a real honour to host colleagues, clients and partners from across the world to join us.

RAPID FIRE What’s taking up most of your time?

Transforming the business to benefit from the coming waves of disruption.

What keeps you awake at night?

I’m constantly learning and adapting how best to attract the smartest people to join my team.

What makes you smile?

Seeing my mother happy.

What’s on your podcast list?

Huberman Lab, Sokrat, Al Souq, All-In. What are you reading?

Flow: The Psychology of Optimal Experience.

Favourite hobby?

Scuba Diving.

Top tip?

The best time to make a change in one’s life and business is when things are going well.

Best motivational quote?

Motivation is what gets you started; habit is what keeps you going.

Favourite movie?

The Usual Suspects.

Social media platform you use the most, and why?

Instagram. I love photography and I like communicating through visuals.

POWER ESSAY: AI - FRENEMY AT THE GATES

By Tarek Daouk, CEO, dentsu MENA

Imagine that I’m not here to pen yet another article on the wonders of AI and its power to transform our industry. Instead, let’s move beyond the buzzwords and into the tangible, real-world impact of AI on our industry, both today and as we step into the future. In a world where clients demand speed, agility, and measurable results, we find ourselves at a crossroads. The headlines, intrigue and concerns surrounding AI are important, but what truly matters is the ‘how.’ How can we effectively harness AI to improve human creativity and to create dynamic and personalised experiences? How can we shape and mould it to head down a path of success for both our clients, our agencies and talent?

Our latest CMO survey sheds light on how marketers perceive Generative AI, approaching it with both excitement and trepidation, while wrestling with the question, is AI a friend or foe?

The numbers speak for themselves: 87 per cent affirm that Generative AI represents the future of advertising and marketing.

86 per cent agree that it will improve efficiency per cent say that AI will enable human teams to take on more creative tasks However, 77 per cent think AI will never craft content that truly resonates with human emotion 61 per cent of respondents agree that generative AI will impact society for the worse 57 per cent agree that generative AI might take their jobs and It’s now becoming clear that AI won’t fully replace the essence of human creativity. The ability to craft the right prompt to lead to distinctive and brand-appropriate outcomes requires a powerful blend of creative and strategic skills.

The advertising industry is shifting gears, moving rapidly from experimentation to enterprise. It’s a captivating journey that is redefining the boundaries of what’s possible.

The promises of AI-led automation and optimisation are exciting, relieving humans of the burden of manually optimising frees up time for strategy and innovation. Given the rapid adoption of consumer grade AI tools, we are making a concentrated effort to prioritise employee access to enterprise grade AI platforms and continuous enablement for leveraging those platforms as they evolve. While AI has been a fun experiment for many, it is rapidly scaling for real world application in our industry, and dentsu’s deployment of Microsoft’s Azure OpenAI has provided a launchpad for us to deliver client solutions within a private, secure development environment.

We are already seeing the practical application of Gen AI in our industry. Our latest tool, d.Scriptor, is helping brands boost the volume of creative

messaging and improve engagement - from ad copy development to optimising and adapting execution. This is particularly useful for retail, travel, auto and financial services brands who tend to have many different products to market.

Globally, creative platforms are embedding AI at the heart of tools used by designers and developers the world over. Dentsu Creative’s recently launched ‘Artificial Client’ explores how AI can be integrated into human work and interactions in the future. By combining AI models with the right prompts and APIs, the real world applications range from testing real creative work and crafting brand experiences and assistants to tackling complex customer queries in healthcare and technology.

When designing creative experiences, personalisation to surprise and delight is a key characteristic. And with the exponential growth of data and this rising demand, brands now need to figure out how to leverage their first-party data.

Enter our GenCX solution, a platform that solves this challenge by building large knowledge models

“The advertising

industry is shifting gears, moving rapidly from experimentation to enterprise” (LKMs) and leveraging the power of large language models (LLMs) on clients’ proprietary data assets to drive insights, audiences, creative and campaign recommendations. Imagine being able to ask a chat-based interface ‘where should I allocate my budget?’ or ‘can you build an audience of my best customers?’ - these solutions will not only improve the speed and accuracy of results, but help marketers make decisions more efficiently.

As you’ve likely gathered, I am firmly in the ‘FOR’ camp when it comes to the insurgence of generative AI. Yet, it’s crucial not to be carried away solely by the excitement of the possibilities or to get entangled in a doomsdayer narrative. To borrow from Reid Hoffman – “The answer to our challenges is not to slow down technology, but to accelerate it. Technology is a tool. And the faster we have it in our hands, the better we can solve the problems we have — and the problems it might create.”

11

12

September 25, 2023

September 25, 2023

NATHALIE GEVRESSE TITLE: CEO, Publicis Communications,

UAE

YEARS IN ROLE: 1 YEARS IN COMPANY: 1

POWER ESSAY: THE (CREATIVE) IDEA, THE GOLDEN NUGGET

By Nathalie Gevresse, CEO, Publicis Communications, UAE

CAREER HIGHLIGHT: It is a transformative journey in every sense, challenging yet passionate. I have transitioned from agency to client and back to agency, where I am currently leading the transformation of three creative agencies and their propositions.

This involves accelerating not only our clients’ growth but also our own, and rebuilding our creative reputation as the #1 and #2 creative agencies in the Middle East, and the #1 network of the year globally. And, there’s still more to come.

The excitement surrounding new technologies, platforms and innovations takes over all conversations, becoming the new currency: novelty, curiosity, competitive advantages, efficiency, and enhanced experiences…to name just a few of the positive outcomes. While embracing them is indisputable, it raises questions regarding the value of the creative idea and its critical role.

Mediocrity in disguise, or the rise of the idea?

When was the last time a message from your feeds struck you? When was the last time you saw or heard a message that brought a smile to your face, made you happy, sad, angry, or elicited any emotion or reaction other than frantically pressing the skip button, scrolling down as quickly as possible, or passively waiting for everything to pass?

“Creative thinking

RAPID FIRE What’s taking up most of your time?

Our people.

What keeps you awake at night?

What’s next?

What makes you smile?

People.

What’s on your podcast list?

4 comiques dans le vent mais à contre sens.

What are you reading?

Chinggis Khan by Michel Biran.

Favourite hobby?

East Asian History & Culture. Drawing.

Top tip?

Believe in yourself.

Best motivational quote?

In the midst of chaos, there is also opportunity.

Favourite movie?

Too many, but in the past 6 months: Hunt (by Lee Jung-jae).

Social media platform you use the most, and why?

You Tube and TikTok – Addictive.

and ideation remain essential in crafting compelling communication messages or campaigns that connect with the audience” Amidst the excitement to do more and do it faster, messages are frequently taken for granted and relayed as secondary content. However, conveying creativity and creative ideas across the entire brand experience, regardless of the channels or technology used, remains indispensable.

It is no longer just about what or where we say something, but rather how we say it. Achieving this demands the right balance between the creative idea, technological solution, channel, and execution.

And the beauty of our industry is that ideas take flight; they are not bound by physical or other special limitations. They can exist independently of specific spaces, channels, tools or locations.

We often forget that ideas drive consistency and uniqueness in an increasingly fragmented landscape of communication and experiences. But does the creative idea really receive the importance it deserves? The creative idea has always been in the hot seat. Why? Because it appears simple. An idea can be created by anyone—whether you, me, or anyone else—regardless of age, background, profession, or industry. As long as there is curiosity and a willingness to explore or try new perspectives, there exists the potential for a great idea. However, if everyone can cook, it doesn’t necessarily mean that: 1) What you cook is edible and 2) You can become a Michelin-star chef.

So, creative agencies have a pivotal role to play, and their approach must shift.

The cat among the pigeons or the goose that lays the golden eggs?

As new technologies and tools effectively transform the landscape and the creative process to enable more efficient data-driven insights and personalisation, they can assist in content creation by generating copy, images, videos and more.

However, they are not, and should never replace human creativity. Instead, these tools streamline processes, freeing up creative minds for more strategic tasks while preserving the indispensable role of the creative idea as the starting point.

Creative thinking and ideation remain essential in crafting compelling and unique communication messages or campaigns that connect with the audience on an emotional level. We are storytellers, humans connecting with humans.

Incubators Will creative agencies be able to retain their essence, their creativity? Since I joined this industry in the mid-’90s, every year with a bit of drama and nostalgia, I’ve heard that creativity is dead. In reality, it becomes more interesting year by year. Evolving and perpetual change is the very nature of our industry, dating back to the inception of ‘Réclame.’

Those who will grow are not necessarily the most intellectual, the strongest, or the largest, but those who can adapt and adjust to the changing environment they find themselves in.

We are certainly in an era where we can claim that no two days are the same, and we learn more today than we did yesterday, yet less than we will tomorrow. Embrace it. Long live creativity.

13

14

September 25, 2023

September 25, 2023

SALEH GHAZAL TITLE: CEO, OMD MENA YEARS IN ROLE: 1.5 (17 in total at OMD) OTHER ROLES: Member of IAB ME and EMIR

CAREER HIGHLIGHT: In recent years, I have seen our culture getting stronger across the whole team, be they new recruits or not. This is vital for our business to thrive. It strongly correlates with attrition and turnover rates that are much healthier than the industry average. It’s also linking with higher client satisfaction, measured by The Referral Rating. After an 11 per cent growth, we’re now well ahead of the UAE media industry benchmark. Not only does happiness at work, well, work, but it’s also infectious, attracting new clients like the prestigious, ambitious and exciting Department of Economy & Tourism.

RAPID FIRE What’s taking up most of your time?

This is something I haven’t had time to work out.

What keeps you awake at night?

In the business world: How the media industry is going to look like in 5 years.

What makes you smile?

In my personal life, my kids, although sometimes they drive me crazy.

What’s on your podcast list? I listen to Jordan Peterson. Not too fixated about which podcast.

What are you reading?

Never Split the Difference. Strongly recommended.

Favourite hobby?

Running.

Top tip?

Do your best. Never regret a decision you make, but learn from it.

Best motivational quote?

Fall seven times, stand up eight.

Favourite movie?

Naruto (an anime series), Interstellar, Lucky Number Slevin.

Social media platform you use the most?

Tiktok (the algorithm makes it a powerful platform).

POWER ESSAY: BEWARE OF THE LOWER FUNNEL OBSESSION

By Saleh Ghazal, CEO, OMD MENA

Do you remember the first time you were able to advertise on Facebook and Google search? Since that day, and until now, the media industry has witnessed a shift in emphasis from upper funnel channels to those at the lower end. While there are multiple factors that led to this shift, it is primarily driven by the advancements in digital technology and the changes in consumer behaviour. This was most pronounced after global economic downturns, such as the financial crisis in 2007-2008 and Covid, when marketers were under immense pressure to deliver business results.

The reasons why marketers have shifted their focus towards the lower funnel are obvious. Lower funnel activities often provide more tangible and easily quantifiable results, thanks to direct correlations between their efforts and ROI. According to some estimates, almost 60 per cent of digital activity is on these channels. But aren’t we being obsessed with the lower funnel and forgetting the bigger picture?

When marketers are under pressure to deliver results, the solution is always short-term. These short-term solutions typically put pressure on everyone in the ecosystem and create challenges. One of them is bombarding consumers with an overwhelming amount of advertising content, hoping for higher conversions. Content overload has become an increasingly prevalent and concerning issue. The average person sees almost 10,000 ads in a single day and, with this sheer volume of content, it makes it very difficult for people to process information and make informed decisions. Despite the wise efforts to move towards attention as a metric and understand how much attention people are paying to brands’ ads, the adoption of this metric is still nascent.

“In business, many

marketers adopt old habits and short-cuts to deliver immediate results, focusing on lower funnel performance marketing”

When sales or conversions become the number one priority for marketers, the pressure trickles down the supply chain. The result is an increase in fraudulent activities year on year. Today, more than 42 per cent of all online traffic is driven by bots, as suppliers spam and hijack brands’ websites with clicks to increase their attribution. It’s estimated at $65 billion globally.

Let that sink in for a moment. While there are plenty of efforts and tools to protect media investments against these activities, clearly much more needs to be done to eradicate this plague or at least achieve more acceptable levels.

And then there’s AI. It has reshaped the landscape of empathy and human connection in profound ways. On the one hand, AI-driven tools that do the heavy lifting through automation have enabled businesses to provide rapid, round-the-clock support, enhancing convenience and efficiency, and therefore delivering on the bottom line. On the other, some worry that this technology will reduce brands’ understanding and connection with human emotions. Striking the optimal balance between the convenience of AI and the essential empathy with human behaviours remains a goal and a challenge as the technology continues to advance.

Like with any obsession, let alone addiction, it’s easy to ignore sound advice. Why go for a balanced diet when you can have a chocolate bar and its fast sugar rush? Because it’s better for you in the long run. We all know that and, by and large, follow that advice in our personal lives. Yet, in business, many marketers adopt old habits and short-cuts to deliver immediate results, focusing on lower funnel performance marketing at the expense of upper funnel activities. You won’t build a sustainable future by neglecting brand building and long-term strategies that build a pipeline. Besides shaping long-term relationship and creating emotional connections with customers, it fosters trust and loyalty that transcend and fuel business performance.

Remember the old adage ‘you can get too much of a good thing’? Even marketing budgets work better in balance. Research commissioned by Meta and conducted by three independent research companies across more than 3,500 campaigns in Europe found that 60 per cent of the total ROI from ad spend is generated long-term. Sounds like it’s time to rebalance that mix.

15

16

September 25, 2023

September 25, 2023

MOUNIR HARFOUCHE TITLE: CEO, MullenLowe MENA YEARS IN ROLE: 13 OTHER ROLES: Dad. Husband. Son.

Brother. Godfather. Friend

CAREER HIGHLIGHT: Re-inventing myself and the agency to stay current, relevant and credible.

Being future ready while staying talent centric. Finding myself surrounded by exceptional people and talent at the agency. This led to a phenomenal transformation at agency level with major achievements across our offering, our culture and our performance.

Looking in the mirror and seeing three things: Pride, humbleness and most importantly a relentless spirit to continue a long journey of learning and progress.

RAPID FIRE What’s taking up most of your time?

The clock on the wall of life.

What keeps you awake at night?

The ghost of a murdered idea.

What makes you smile?

Endorphins and neuronal signals when transmitted to my facial muscles.

What’s on your podcast list?

TED Talks Daily.

What are you reading?

At this very moment, a question.

Favourite hobby?

Creative battles.

Top tip?

10 per cent of the bill.

Best motivational quote?

“Be watchful, stand firm in the faith, act like men, be strong. Let all that you do be done in love.”

Favourite movie?

Me since 1975.

Social media platform you use the most, and why?

Anything with a Like button.

POWER ESSAY: DECODING HUMANITY

By Mounir Harfouche, CEO, MullenLowe MENA

Technology has completely reshaped the landscape of the creative and advertising industry. The role of talent is undergoing a profound and, in some ways, dehumanising transformation.

This shift has clear implications for talent. From advanced algorithms that predict consumer behaviour to augmented reality campaigns that captivate audiences to AI production, design and copywriting abilities, the opportunities technology has introduced are truly transformative. But are we sacrificing the human touch in our pursuit of technological advancement while reconsidering our authentic understanding of human capabilities and value?

Technology is not the enemy. It’s a tool; like any tool, its value is determined by how we utilise it. At MullenLowe, we’ve seen first-hand the tremendous benefits technology offers. But, somewhere along the line, there’s a risk; we might find ourselves entrapped in a world of digital algorithms and super fancy machines unintentionally overshadowing the power of unique human insights and the genius of creative minds.

01100110 01101111 01110010 00100000 01100101 01111000 01100001 01101101 01110000 01101100 01100101 00101100 00100000 01000001 01110101 01110100 01101111 01101101 01100001 01110100 01100101 01100100 00100000 01110000 01101100 01100001 01110100 01100110 01101111 01110010 01101101 01110011 00100000 01100001 01101110 01100100 00100000 01000001 01001001 00100000 01100111 01100101 01101110 01100101 01110010 01100001 01110100 01100101 01100100 00100000 01100011 01101111 01101110 01110100 01100101 01101110 01110100 00100000 01100001 01110010 01100101 00100000 01100011 01100001 01110000 01100001 01100010 01101100 01100101 00100000 01101111 01100110 00100000 01110100 01100001 01110010 01100111 01100101 01110100 01101001 01101110 01100111 00100000 01100100 01100101 01101101 01101111 01100111 01110010 01100001 01110000 01101000 01101001 01100011 01110011 00100000 01110111 01101001 01110100 01101000 00100000 01101001 01101101 01110000 01110010 01100101 01110011 01110011 01101001 01110110 01100101 00100000 01100001 01100011 01100011 01110101 01110010 01100001 01100011 01111001 00101110 00100000 01000010 01110101 01110100 00100000 01110100 01101000 01100101 00100000 01100001 01110010 01110100 00100000 01101111 01100110 00100000 01100011 01110010 01100001 01100110 01110100 01101001 01101110 01100111 00100000 01100001 00100000 01101101 01100101 01110011 01110011 01100001 01100111 01100101 00100000 01110100 01101000 01100001 01110100 00100000 01110010 01100101 01110011 01101111 01101110 01100001 01110100 01100101 01110011 00100000 01101111 01101110 00100000 01100001 00100000 01100100 01100101 01100101 01110000 01101100 01111001 00100000 01101000 01110101 01101101 01100001 01101110 00100000 01101100

01100101 01110110 01100101 01101100 00100000 01100011 01100001 01101110 00100000 01110011 01101111 01101101 01100101 01110100 01101001 01101101 01100101 01110011 00100000 01100111 01100101 01110100 00100000 01101100 01101111 01110011 01110100 00101110.

The above is not an error. It’s part of this essay in binary code. I dehumanised it on purpose.

Remember, advertising, at its core, is about storytelling.

It’s about triggering emotions and aspirations. While data can guide us toward understanding what people want, and AI can help us produce with efficacy and speed, nothing can replace the nuanced understanding and empathy of human creators. Nothing can replace the unpredictable power of emotions, the interplay of consciousness and unconsciousness, experience and innocence, imagination and history, sentiments and opinions all going through a storm in the brain while creating magic in a moment of inspiration.

This isn’t to downplay the importance of technology. It’s to champion a balanced approach. A combination where technology supports human creativity, not where it replaces it.

Agencies must prioritise investing in people, their most valuable resource, while harnessing cultures celebrating human diversity and interaction.

At MullenLowe, we’re taking a stand. While we continue to invest in the latest tech, we’re also doubling down on nurturing the human spirit. We believe fame comes from a harmonious blend of tech insights and human talent.

In conclusion, as leaders, we have a responsibility. It’s about more than keeping pace with technology and ensuring that we stay within our humanity in the race towards the future.

So, let’s change the narrative. A narrative that elevates the value of human beings rather than diminishing it.

Let’s stop talking about the jobs that will vanish and start talking about the many more that will exist. Let’s stop putting pressure on a brilliant new generation that is already losing hope every day. Let’s stop drawing a picture of a dark, mechanic world ahead of us and start highlighting the endless possibilities of progress for a better life. A future not controlled by materialistic transactions but by human connections, value exchange and creative currencies.

Love will never be automated. Human experiences, instincts and intuitions will never be programmed.

Emotional intelligence will never be artificial. The spark of a brilliant concept will never be manufactured. A robot will never cry, and software will never laugh.

Technology should be here to help human beings develop their own natural and untapped potential.

17

18

September 25, 2023

September 25, 2023

AHMAD ITANI TITLE: Founder & CEO, Cicero & Bernay YEARS IN ROLE: 18 OTHER ROLES: Chairman of PRCA MENA | Presi-

dent of ICCO Middle East

POWER ESSAY: ARCHITECTS OF A NEW NARRATIVE ERA

By Ahmad Itani, Founder & CEO, Cicero & Bernay

CAREER HIGHLIGHT: Under Ahmad Itani’s guidance, Cicero & Bernay expanded its global presence over the past two years and further solidified its reputation as a leading communication agency, achieving exceptional success and receiving multiple prestigious accolades. Its commitment to corporate social responsibility also resulted in groundbreaking initiatives, notably the region’s first CSR report in partnership with YouGov, reflecting Itani’s dedication to sustainability and responsible business practices.

RAPID FIRE What’s taking up most of your time?

Work.

What keeps you awake at night?

The future.

What makes you smile?

My two boys.

What’s on your podcast list?

I’ve scaled down my consumption of podcasts due to their unfocused abundance, but usually anything of interest from business strategy to personal growth.

What are you reading?

‘The Almanac of Naval Ravikant’.

Favourite hobby?

Chess.

Top tip?

Balance in all aspects of life.

Best motivational quote?

“I fear not the man who has practised 10,000 kicks once, but I fear the man who has practised one kick 10,000 times” - Bruce Lee. Favourite movie?

All-time favourites include ‘Pulp Fiction,’ ‘The Godfather,’ and introspective gems like ‘Eternal Sunshine of The Spotless Mind.’

Social media platform you use the most, and why?

Instagram and LinkedIn.

From the flickering flames of ancient campfires to the illuminated screens of today, stories have been our companions, binding generations together through shared experiences. But as the pages of time turn, a new chapter unfolds, one authored by the digital natives of the new generation. Born into the digital age, they are weaving narratives that ripple through our communication landscape, shaping their lives and the industry that connects

“Generation Alpha

are the storytellers of today and tomorrow, and the narratives they spin are redefining how we will remember our present” us all. In this epochal era, the power of storytelling is taking on new dimensions, and the stories being told are rewriting the communication industry’s script.

Transcending time and technology, storytelling is the heart and soul of human communication, forming the foundation of our connections. From the first stories etched onto cave walls to the tales being shared online, storytelling is no longer confined to the pages of books or the frames of films. It is being reformatted and driven by social media and the ubiquity of its platforms that have democratised

storytelling for the contemporary age, giving voices to the many and allowing stories to travel at the speed of a click.

Today, ours is a world where hashtags can spark revolutions, tweets can comfort a grieving soul, and images can unite us across continents.

Enter Generation Alpha, a cohort born into a world where screens are as common as the air we breathe. For them, storytelling may still be a collective, interactive experience, but they substituted penmanship for relevancy and reflections for momentary aspirations. Narratives are crafted through online posts, photos, and videos — refusing to be bound, living and breathing in the vast digital expanse.

In this digital realm, personal branding is a language they speak fluently. Generation Alpha understands that authenticity is the currency of the digital age, curating their online personas and sharing glimpses of their lives, passions and quirks with audiences drawn to their unfiltered authenticity and unvarnished, unapologetic expression of self. It’s not just storytelling; it’s storytelling with a heartbeat.

“What happens is of little significance compared with the stories we tell ourselves about what happens. Events matter little, only stories of events affect us.” These timeless words by Rabih Alameddine from his profound ‘The Hakawati’ resonate stronger than they could have ever when they were conceived and put to paper in 2009. Generation Alpha are the storytellers of today and tomorrow, and the narratives they spin are redefining how we will remember our present. As we bear witness to their tales, we are reminded that storytelling is not a relic of the past but a living, breathing force that connects us all.

19

20

September 25, 2023

September 25, 2023

MAZEN JAWAD TITLE: CEO, Horizon Holdings

(Horizon FCB MENA, BPN MENA, GolinMENA, Blue Barracuda and Fuel Content) NUMBER OF YEARS IN ROLE: 2 (29 in total).

CAREER HIGHLIGHT: The first person to take the lead responsibility of CEO from our founder Rafic Saadeh, who started and built this great humane first group of companies that has always focused on talents and clients. Building on those wellfounded foundations, I designed a vision and a roadmap for our agencies which attracted additional stars, men and women, who came and are still coming to join us and shape the future of our industry while realising the next chapters of our lives. During this short period, Horizon FCB enjoyed a streak of wins and recognition from Cannes to almost every key global creative festival.

RAPID FIRE What’s taking up most of your time?

Change & Transformation.

What keeps you awake at night?

Inflation.

What makes you smile?

My daughter scoring in football.

What’s on your podcast list?

Crypto.

What are you reading?

About our transforming world.

Favorite hobby?

Travel… wander, explore, dare and learn.

Top tip?

Be First. Be Relevant.

Best motivational quote?

“Everything you can imagine is real” Pablo Picasso.

Favorite movie?

Scarface.

Social media platform you use the most, and why?

Instagram, where the world travels with me.

POWER ESSAY: THE NEW AND NEVER FINISHED MIDDLE EAST

By Mazen Jawad, CEO, Horizon Holdings

Quoting Crown Prince MBS “…the Middle East is the New Europe…”; we’re currently witnessing and living this transformation, that we thought was unthinkable just a while ago.”

The paradox is that this shouldn’t have been that unthinkable, especially given that Dubai had already pioneered those achievements. We’ve got history, culture, discoveries, inventions, land, wealth, youth, education, the desire, the will and the ambition to make this region a place where the world would wish and want to live, work, play and raise its next generation. So, just imagine the ‘Never Finished’ possibilities that are already awaiting us to make those aspirations realities.

But if you want to be noticed and remembered in this fast-paced geography, make sure to be the first and the most relevant.

Narrowing our discussion to our industry, transformation here as well, is the name of the game. And as we all struggle with never-ending latest technologies and how to use these to improve performance, talent remains the biggest challenge… add to it the nationalisation of employment regulations demanded by our region’s constant evolving policies… and we end up at times with employment paralysis. This is a challenge that needs to be solved if our ambition is to cope with the intricacies our clients are faced with, and the increasing need of experts for the various verticals we manage.

Diversity is a definite added value. You’ll get the most valuable insight about the complexity and hardship that some women endure in Egypt from an Egyptian talent. But you will definitely get the most impactful campaign that will create the desired solution from the perfect mix of people coming from around the world. A great living example is ‘breakchain with blockchain’, the campaign that Horizon FCB developed last year. While we treated and managed the case of each woman independently, the impact of our efforts travelled through the nation and its parliament.

“Have the courage, the resilience and the culture to gather, nurture, empower and venture with passion as you work with your talent... keeping your clients happily surprised and delighted...”

Although our work highlighted a societal problem, it also demonstrated the benefits of NFTs while monetising assets in the metaverse. The NFT market is expected to cross $212 billion by 2030 (source: SkyQuest Technology). Securing assets in the metaverse can enrich you; imagine the power of benevolence as you do it while elevating others, demonstrating how technology can play a ‘humane’ role.

Whether we’re helping people or enriching their lives, the most efficient way to do it is through personalised communication using data, creativity and AI to bring the experience closest to the shopper and turn it into a bespoke one. And people are happy to share more and more data about themselves only if they’re going to get an improved and easier shopping experience or a discount.

There is so much to be said about how the relentless evolution in targeting technology is impacting the media industry. I will however restrict my feedback to the current rush by media agencies, digital and e-commerce platforms to invest in ramping up their AI capabilities to further improve their understanding about consumers behaviour, and use this knowledge to enhance the engagement level and performance of clients’ campaigns.

Transformation will not only impact the way we live in our region and the product of our industry, but also drive the redesign of our staff architecting and saving approach as offshoring and AI are already in motion, and will keep evolving in identifying new ways to unleash creativity fueled by diversity, data and technology.

Our region has always been geo-politically shaken and despite this fact, we’re already on the path to become the ‘New Europe’. The threats may still be surrounding us, however opportunities surely lay on our horizon. Have the courage, the resilience and the culture to gather, nurture, empower and venture with passion as you work with your talent… while keeping your clients happily surprised and delighted with constant new, unique, creative and relevant experiences… and all roads shall lead to our ‘New and Never Finished Middle East’.

21

22

September 25, 2023

September 25, 2023

BASSEL KAKISH TITLE: CEO, Publicis Groupe Middle

East & Turkey

YEARS IN ROLE: 2 YEARS IN COMPANY: 21+

POWER ESSAY: TALENT AND TECH, THE DYNAMIC DUO DRIVING THE MIDDLE EAST

By Bassel Kakish, CEO, Publicis Groupe Middle East & Turkey

CAREER HIGHLIGHT: I prefer feel-good moments over highlights, and what makes me feel great is attracting amazing talents, and delivering growth for our clients and the business.

Without great talents, we wouldn’t be able to achieve the latter two.

RAPID FIRE What’s taking up most of your time?

Our growth drive.

What keeps you awake at night?

Anticipating the latest Disney+ content.

What makes you smile?

Disneyworld with my wife and kids.

What’s on your podcast list?

Let’s Talk Loyalty by Paula Thomas.

What are you reading?

Digital Business Transformation by Nigel Vaz for the third time.

Favourite hobby?

Building LEGO Star Wars with my kids.

Top tip?

“If at first you don’t succeed, then dust yourself off and try again” – by the late RnB singer Aaliyah.

Best motivational quote?

“Do or do not. There is no try” – by Yoda.

Favorite movie?

Usual Suspects.

Social media platform you use the most, and why?

LinkedIn/X

I’ve had the privilege of standing at the forefront of the advertising and marketing industry, observing its transformative shifts and dynamic evolution. From the rise of digital media to the profound challenges posed by the Covid-19 pandemic and unparalleled global political unrest, our industry has navigated a myriad of changes. Amid this backdrop, one foundational truth has remained steadfast, the invaluable role of talent.

It’s the dedication, creativity and expertise of our professionals that have been our guiding light, ensuring that we not only adapt but thrive in these testing times. Our strength, our essence is intrinsically tied to the talent we nurture and empower. As we look ahead, it’s clear that the Middle East region holds a pivotal role in this narrative.

The region is having its renaissance moment. With countries like Saudi Arabia expanding their horizons for business, the entire region is buzzing with fresh opportunities and collaborations. The industry is gearing up for a significant shift, driven by a vision of innovation and progress. Across the Middle East governments are channelling significant investments into a spectrum of sectors. From pioneering sustainability initiatives and envisioning 20-minute city concepts to exploring the vast potential of the metaverse and AI, there’s a tangible momentum propelling innovation. This fervent pursuit underscores the region’s ambition to stand as a hub of growth and innovation on the global stage.

Marketing and advertising in the Middle East is experiencing a robust upswing, fuelled by a demographic that’s young and digitally adept. As we navigate the waters of ground-breaking trends like the metaverse and artificial intelligence, it’s paramount to anchor our strategies in the undeniable value of human talent. In this intricate dance of technology and creativity, our people remain the heart and soul of our industry.

The youthful vanguard of the region, with its median age of just 26, is not just a demographic detail; it’s a dynamic force. These digital natives, who are also natives of the region, bring a unique blend of global perspective and local expertise. At Publicis Groupe, we recognise the potential of this talent pool. As we’ve always believed, we are merely a vehicle; it’s the talent that drives us forward. These Millennials and Gen Z individuals are the architects of our future,

having grown up in a global society, seamlessly blending their tech savvy with a deep understanding of regional nuances. Their adaptability and desire for meaningful work are setting the stage for the next chapter in our industry’s evolution. To further this vision, at Publicis Groupe, we’ve built an internal AI platform, Marcel, dedicated to continuous learning and connection, ensuring our talent remains at the forefront of innovation. As we look to the horizon, it’s evident that the tools of tomorrow are already at our fingertips today. The advent of advanced

“It’s crucial to

understand that talent is more than a resource; it’s the cornerstone of our success and what differentiates us”

technologies, particularly AI, offer an unparalleled opportunity, not just as a tool for efficiency, but as a catalyst for continuous learning and skill enhancement. The new era of Web3 is coming which is said to be characterised by three pillars: read, write, own. Giving full creative power and ownership is the new wave.

Challenges and the path forward, we face a set of distinct challenges. Technological advancements are accelerating, geopolitical landscapes are in flux, and consumer behaviours are constantly evolving. These challenges, however, present opportunities. The strategy lies in aligning individual aspirations with the broader goals of organisations. It’s crucial to understand that talent is more than a resource; it’s the cornerstone of our success and what differentiates us in a competitive market.

As the Middle East prepares to assert its position globally, the synergy between tech and talent is central. This is a period of significant transformation.

Our primary focus remains our people, leveraging innovation and recognising the value of talent.

23

24

September 25, 2023

September 25, 2023

DANY NAAMAN TITLE: CEO, Havas Middle East YEARS IN ROLE: 5 OTHER ROLES: Member of the Board IAA

UAE Chapter

POWER ESSAY: THE HEART-TOHEART CREATIVES

By Dany Naaman, CEO, Havas Middle East

CAREER HIGHLIGHT: At Havas Middle East, our journey towards excellence has been a collective effort. While I’ve had the privilege of serving as CEO, it’s our exceptional teams who deserve the credit for our accomplishments. Together, we’ve spearheaded the company’s expansion across the region, entered new markets, and introduced innovative services that have proven invaluable to our clients.

Our pursuit of excellence has earned us global recognition, reinforcing that success is a team effort, rooted in passion and commitment.

RAPID FIRE What’s taking up most of your time?

The growth and transformation of the business.

What keeps you awake at night?

How to stay ahead of any disruption to the business.

What makes you smile?

Happy moments.

What’s on your podcast list?

Big 5, Football Daily, Arts and Ideas, The Diary of a CEO, The Meaningful Media Podcast.

What are you reading?

Harry Potter by J. K. Rowling.

Favorite hobby?

Playing sports.

Top tip?

Stay humble.

Best motivational quote?

“You will never get to the end of the journey if you stop to shy a stone at every dog that barks” – Winston Churchill.

Favourite movie?

The Godfather.

Social media platform you use the most, and why?

LinkedIn, as it is a great source for business updates.

The Arab creative community is experiencing a remarkable renaissance in recent years. From Arab artists becoming global sensations, to agencies sweeping Grand Prix Cannes Lions awards, this resurgence is marked by newfound confidence and boldness, making a profound impact on a global scale.

As we dive into this vibrant creative awakening, we explore the fusion of cultures, the inspiring role of Arab youth in the creative realm, and the far-reaching influence that previous generations have had across various domains, from art and literature, to music and cinematography. Today, it is not uncommon to see Arab talent rise to global fame, much like Ramy Youssef who in recent years co-created and produced popular Netflix shows ‘Mo’ and ‘Rami’. We’ve also seen Arab actors like Rami Malek – an icon in his own right – become the first Egyptian-American in history to take home an Academy Award. Not long after, he joined four other stars as a brand ambassador for fashion label Cartier.

This creative revival demonstrates the region’s ability to adapt and blend global influences with its cultural heritage, breathing new life into contemporary art. The convergence of different cultures, coupled with the influx of young Arabs carving a space for themselves in a new era of communications, is leading to a vibrant cultural transformation.

In the last two years alone, the global creative community unexpectedly witnessed the emergence of Arab agencies who have made their mark with Cannes Lions Grand Prix wins for the adidas Liquid Billboard campaign and AnNahar Newspaper’s Elections Editions campaign, to name a few. One common denominator? Arabs take on creativity through the lens of their hearts. They have found the sweet spot between intellectual, emotional and materialistic advertising, reasoning that real impact is felt when we reach the hearts of others.

This creative resurgence is steered by young Arab men and women who play an indispensable role in shaping tomorrow’s dynamic Middle Eastern identity.

They effortlessly harmonise contemporary values with deep-rooted traditions, harnessing technology and emotional intelligence to showcase their work on a global platform.

Social media platforms have emerged as powerful channels for Arab youth, offering an unfiltered avenue for creative expression and enabling them to share their creativity beyond borders. Among them are young creative shapers and thinkers who master the art of content creation, stand out as cultural ambassadors, passionately advocate for social and environmental causes, and not only amplify their

voices and viewpoints on a global stage but also foster a deeper understanding of the culture.

Arab talents have transcended borders, sharing their art and narratives globally on Instagram, YouTube, TikTok, and Twitter. A prime example of this is the #ArabCreatives tag on Instagram that has generated over 10 million mentions, connecting creators to audiences from around the globe and broadcasting their work on the world stage.

Podcasting and digital journalism have further amplified their voices and disseminated knowledge about Arab culture, contributing to the ignition of vibrant sectors such as visual storytelling, music, and digital arts that have garnered worldwide recognition.

This collective effort has led to a broader dissemination of our culture. Today, its influence extends beyond the arts and entertainment, leaving a profound impact on the advertising industry and, ultimately, consumers on a global scale. The Middle East has also become a hub for international talent to showcase their work and reach new audiences. Noor Riyadh, an annual light and art event, is one such initiative that nurtures and supports local and international creativity by spotlighting the unique artworks of talents from across the capital.

This sentiment strongly resonates with over a thousand young Arabs in Havas Middle East’s ‘Generation Covid’ Prosumer Report. A significant majority of these individuals emphasise their generation’s remarkable ability to unite and organise through social media, considering it their most powerful advantage. In fact, six out of every ten young Arabs prefer active engagement on social media platforms to champion causes they deeply care about.

Looking ahead, the Middle Eastern creative landscape is poised for dynamic growth, fuelled not only by technological advancements like AR, VR and AI but also by the emerging concept of ‘neoculture’.

Various sub-cultures in the MENA region are coming together, joining this mission to bring Arab culture onto a global platform.

This collaborative effort, driven by their desire to appeal to others through the heart, will ultimately give us a rich and diverse identity. Cross-cultural collaborations, local talent investments and the Arabian cultural heritage preservation will sustain this creative momentum, ensuring that neoculture becomes a driving force in shaping the vibrant future of the Arab creative landscape.

It’s a journey worth celebrating, a story worth telling, and a future worth embracing. Arab creativity is not just on the rise; it’s on the verge of redefining global creativity as we know it.

“Arab talents

have transcended borders, sharing their art and narratives”

25

26

September 25, 2023

September 25, 2023

REHAM NADER MUFLEH TITLE: Managing Director, Horizon

FCB Dubai

YEARS IN ROLE: 2

CAREER HIGHLIGHT: Being one of the first female heads of a multinational agency in our region, while taking over from my biggest supporter, our CEO Mazen Jawad.

During my time as head of Horizon FCB Dubai, the agency received its very first Cannes Lions, thanks to our incredible team. Since then, we’ve been a key player in most regional and global creative festivals. But my biggest achievement would be creating an agency that nurtures talent, where people come first and creativity creates an economic multiplier for our clients.

RAPID FIRE What’s taking up most of your time?

Planning what’s next.

What keeps you awake at night?

The wellbeing of my loved ones.

What makes you smile?

The memory of my late father’s laugh.

What’s on your podcast list?

Finjan. A Saudi Podcast.

What are you reading?

Maybe You Should Talk to Someone.

Favourite hobby?

Trying extreme sports.

Top tip?

Enjoy life through the lens of a child, and count your blessings…every day.

Best motivational quote?

More of a motto. I’d rather regret a wrong choice, than regret not choosing it.

Favourite movie?

Any movie with the Joker character.

My superhero!

Social media platform you use the most, and why?

IG is enough, my private life is not that glamorous to post about it on 100 platforms.

THE POWER ESSAY: TAKE AN ADAPT AND ADOPT APPROACH

By Reham Nader Mufleh, Managing Director, Horizon FCB Dubai

In the ever-evolving landscape of advertising, our region presents a unique canvas of opportunities on which regional players, if they’re savvy, can paint with prosperity.

And while we are all racing to compete and to stay ahead, it’s also imperative we know where and what we are running to, and not to miss the finish line completely.

First and foremost; the digital realm beckons with all its constantly changing allure. MENA consumers are embracing the internet and smartphones at an unprecedented pace. To keep up with that, advertising agencies should continue fortifying their digital arsenals as the digital transformation in this region is parallel to a gold rush. With social media, e-commerce and mobile apps offering vast untapped opportunities to reach consumers.

Technology has always played a significant role in transforming the advertising industry and keeping

“AI can revolutionise

the way advertisers target and engage audiences, offering hyper-personalised content”

creativity feeling fresh and innovative. The term metaverse is now everywhere, it’s the next level of the Internet. It moves beyond traditional creation of brand experiences to a more engaging, appealing and perhaps less invasive place than digital advertising today.

In this world that is led by technology, content is king. But in our region specifically it reigns supreme.

Advertisers must craft culturally resonant content, mirroring the rich tapestry of dialects, traditions and beliefs that define the region, to ensure we resonate deeply with the local audience.

Furthermore, the burgeoning e-commerce market represents an unparalleled opportunity.

Advertising agencies can collaborate with e-commerce platforms, leveraging data analytics to target the right customers with precision.

MENA advertisers should also diversify their strategies to suit the mosaic of markets within the region. Local insights and influencers can offer tremendous results when applied smartly and appropriately.

However, on the other hand transformation could have a flip side, representing perils and puzzles that demand smart steering for success. Threats emerge from economic notions that can negatively affect advertising budgets, hence regional players should diversify their client base, not putting all their eggs in one basket. As well as adapting and adopting in order to weather these storms. UAE gives us a great lesson in navigating tough times, always reinventing itself to stay ahead and thrive.

Cultural sensitivities like market unpredictability, require a nuanced approach. Mitigation involves cultural immersion and collaboration with local experts to craft messages that resonate deeply with consumers. The ever-shifting regulatory complexities necessitate meticulous adherence and adaptation. Saudi is an amazing example of transforming and progressing in absolutely no time.

And if we don’t keep up with its evolution we will be left behind, because put simply; game changers wait for no one.

Additionally, while this region is oozing with talent, not investing in the talent’s development or in strategic collaborations could result in shortage of local talent and overpriced alternative resources.

Lastly, we can’t talk about our industry without talking about the hottest topic out there; AI. As some might be threatened by AI taking over our industry, others spot a great opportunity there. AI can revolutionise the way advertisers target and engage audiences, offering hyper-personalised content and improving campaign efficiency. It can harness the diverse cultural and linguistic nuances of the region, ensuring culturally relevant messaging and enhancing customer experiences. This rapid integration of AI could also threaten traditional advertising roles and create a talent gap however, possibly resulting in a shift in roles and disciplines in the not-too-distant future.

In essence, while the advertising landscape in our region mirrors the business worlds’ uncertainties, it also reflects the beauty of the region itself. It’s a ‘Never Finished’ transforming world.

Balancing these opportunities and threats is crucial to overcome any challenges and secure enduring success.

So start running, look ahead, and don’t stop. You will win that race.

27

28

September 25, 2023

September 25, 2023

JOE NICOLAS TITLE: CEO, UM MENAT YEARS IN ROLE: 4 OTHER ROLES: IAB

CAREER HIGHLIGHT: It has to be achieving the title as RECMA’s leading media agency in the Middle East for the sixth year running. This remarkable achievement underscores the outstanding contributions of our talented team, highlighting their great success.

RAPID FIRE What’s taking up most of your time?

Making sure that we are all surrounded by brilliant talent and great ideas.

What keeps you awake at night?

How do we stay motivated to change the game.

What makes you smile?

My family and children.

What’s on your podcast list?

“Short history of …” Hosted

by John Hopkins.

What are you reading?

The things we make by Bill Hammack.

Favourite hobby?

Motocross in the desert.

Top tip?

Don’t always assume the crowd is going in the right direction.

Best motivational quote?

“Doing the same thing and expecting a different result is the definition of insanity.”

Albert Einstein.

Favourite movie?

The Lord of the Rings: The Return of the King.

Social media platform you use the most, and why?

The mood dictates.

POWER ESSAY: IT’S A TURN FOR THE BOOKS

By Joe Nicolas, CEO, UM MENAT

Now is the moment to make an equal stand on the global podium. Only a few years ago, this region was looking outward for marketing success stories. More recently, we can see the tables have turned as global markets now look to us for innovation and inspiration.

We are experiencing an extraordinary moment in history. In a world marred by uncertainty, economic challenges and increasing polarisation, the Middle East stands out as a beacon of growth, development and prosperity. The connected infrastructure, governmental support and optimistic population are a three-point springboard for exponential growth.

When stability of this nature is felt, the result is often creative execution through the freedom to trial, test and play. Today, this region is showing the world its creative brilliance through never-seen-before projects such as NEOM, Red Sea Global and Dubai Expo 2020. And in response, the marketing industry is raising the bar to match their ambitious expectations.

The next phase is where our region will change the game. As we collectively bring to the world our innovative propositions in technology, travel, entertainment, urban living and business solutions, we will shift the marketing proactive across many spectrums, but three new areas will have the most significant impact.

Scaling audiences in a connected world In today’s interconnected world, geographical boundaries have blurred. The era of locally nuanced media has given way to homogenized global media platforms that are the same in every part of the world (except China), where shared content and experiences transcend borders. Platforms like Netflix serve as prime examples of this trend, as audiences converge to enjoy the same content. Campaigns must aim to resonate with a global audience, fostering unity and shared experiences.

The success of local brands hinges on their ability to transcend regional limits and gain global recognition.

Notable examples such as Emirates, Qatar World Cup and the multiple competing tourism boards across the Middle East have demonstrated the prowess of taking homegrown concepts to the world stage. Google’s statement, ‘Consumers are borderless’, emphasizes today’s significance of customer satisfaction over geographic origin.

Previously, we segmented audiences by regions, delving into sub-categories and then interconnecting these categories through insights into regional-based preferences and established behaviours. However, in this new landscape, where global products are emerging, a novel approach must be crafted to cater to the demands of a true global audience.

For instance, consider a beauty brand: we now examine audiences from a more comprehensive perspective, such as conscientious consumers inclined towards sustainable beauty products. This audience

archetype surpasses geographical boundaries, enabling us to establish a more expansive yet equally profound connection.

Setting global measurement benchmarks The rising sophistication of the Middle East is also seen in measurement. In the past, we had to look to global research sources for standards and approaches, but in the last 12 months, we are now seeing global measurement solutions being developed in the region and gaining international visibility. It’s time to strengthen our capabilities in measuring against global audiences and unveiling insights that speak about behaviours and attitudes that cut across borders and cultures.

Moreover, we have the unique opportunity to build new best practices from scratch, whereas other regions across the globe will be looking to upgrade or maintain existing measurement structures.

A new model of operational excellence Thriving in the ever-evolving marketing landscape necessitates tapping into global networks and best practices. The synergy between talent, tools and tech is the driving force behind success. Innovation is unfolding at an unprecedented pace, demanding agile processes that enable rapid testing, adaptation and rollout.

Leveraging a global pool of expertise amplifies creative

“The ability to respond with agility will be the differentiating factor that sets game-changing brands apart” potential and facilitates the rapid evolution of strategies.

The ability to respond with agility will be the differentiating factor that sets game-changing brands apart from the competition.

Whilst the rest of the world is acting more singular, pulling back on internationalism, and taking more inward views both economically and politically, the Middle East is bringing people together. The benefits of unity are undeniable on growth and profit. Stability, creativity and an urge to do bigger and better things is making this region an attractive landscape for marketers to flourish, and it is already being seen in the great work that has been produced in this year alone. As the world witnesses the Middle East’s creative brilliance through unprecedented projects, the marketing industry must continue to adapt to new realities and commit to creating game-changing work.

29

30

September 25, 2023

September 25, 2023

DANI RICHA TITLE: Chairman, BBDO Europe, Middle East and Africa YEARS IN ROLE: 12 in MEA, Europe

in 2023

YEARS IN COMPANY: 35

POWER ESSAY: A LIGHTHOUSE FOR TALENT

By Dani Richa, Chairman, BBDO Europe, Middle East and Africa

OTHER ROLES: Member of the Omnicom

Europe Board, Member of the BBDO Worldwide Board, Non-Executive Chairman of the Omnicom Media Group MENA Board, Group Chairman and CEO of Impact BBDO Group of companies (Impact Proximity, Impact Porter Novelli, Impactplus, FleishmanHillard, Media Direction/ OMD and InterOne)

RAPID FIRE What’s taking up most of your time?

Nurturing relationships – Clients, people, brands.

What keeps you awake at night?

AI. What makes you smile?

AI. What’s on your podcast list?

Asharq and TED Talks Daily.

What are you reading?

AnNahar Newspaper.

Favourite hobby?

Collecting rare aged bottles.

Top tip?

Keep moving.

Best motivational quote?

The Work, The Work, The Work.

Favourite movie?

Our Grand Prix case studies.

Social media platform you use the most, and why?

Our leadership group on Teams because they’re the brightest people I know.

When I think about the region, I reflect on a wise statement by His Highness Sheikh Mohammed Bin Rashid Al Maktoum on how each of us must survive.

To quote “With each new day, a gazelle wakes up knowing he must outrun the fastest lion or perish. At the same time, a lion stirs and stretches, knowing he must outrun the fastest gazelle and it is no different for the human race. Whether you are a gazelle or a lion, you have to run faster than others to survive.”

In my past 30 years I have watched KSA, UAE, Qatar and our region in general, not just outrun its competitors but turn survival into international success.Where once the world focused on our challenges, it now respects the extraordinary leadership and progress we have made so far.

Where once our identities took the back seat to the West, we now have a renewed pride in the social and economic transformation our region is witnessing.

We have placed a spotlight on the vision and ingenuity of our region through the ideas we have developed and beamed around the world. Working as partners, we have helped shape brands from the day they were conceived through to becoming the global leaders they are today.

Over the last 18 years I have watched ad spend increase eight-fold in MENA, to exceed an estimated $10.8 billion this year. As part of this, fueled by digital transformation and a dominant younger demographic, we expect to see digital spend exceed $7.9 billion by 2024.

“This courage

and boldness doesn’t just fuel Furthermore, this is being accelerated by creative hubs such big ideas and as Media City in KSA, Media City in and twofour54 in Abu make us a global Dubai Dhabi. Also, with the Dubai Economy Strategy in creative hub but is Creative place, they are aiming to double also a lighthouse the contribution of creative industries to the UAE GDP by 2025 - the potential impact is huge. This for talent”

Today, our economies are among the richest and most vibrant on the planet. Our Sovereign Wealth Funds investing not just in AI, smart cities, infrastructure, and tourism, the likes of NEOM, but also vital partners driving global growth.

Our companies such as Etisalat transforming into a global technology and investment conglomerate.

Saudi Aramco now the world’s leading integrated energy and chemicals company. Etihad and other regional airlines are transforming aviation and travel across the world.

The rise of unicorns in our region is also a testament to our booming ambition. Global investors are now turning to us as a centre of innovation and, if realised, the recent estimate that we are projected to see 250 unicorns in the Middle East by 2030 will disrupt the global status quo.

Our communications and marketing industry has been at the heart of this transformation.

isn’t just about the economic impact on growth as we are being recognised internationally for our creativity which is now at the top of global rankings. As part of this, at Cannes Lions this year, we saw success for the region with work presented for AnNahar Newspaper, ‘Schoolgirls’ empowerment and ‘Hunger Station’.

Winning the region 2 Grand Prix and a Glass Lion, as well as a multitude of other Lions.

I am proud that at BBDO we contributed two of these big winners for the region, as it recognises that with inspiring ideas we can generate huge impact. All this courage and boldness doesn’t just fuel big ideas and make us a global creative hub but is also a lighthouse for talent, because they can make a real difference here. At BBDO they can do work with meaning and hope and make unique contributions. In this region they can wake up every morning, whether a gazelle or lion, and know they will have the freedom to outrun the fastest and re-write the rules along the way. As an industry we are not surviving any more, we are excelling and nothing can hold us back.

31

32

September 25, 2023

September 25, 2023

ABDALLAH SAFIEDDINE TITLE: Managing Director, Mindshare UAE YEARS IN ROLE: 3

POWER ESSAY: ARE WE READY?

By Abdallah Safieddine, Managing Director, Mindshare UAE

CAREER HIGHLIGHT: Pinning down one key highlight would be unfair. I believe that every step in my career contributed to my growth.

It is only normal, when you invest in self and others’ growth, to be proud of the latest achievement and hence I am proud of the last two years in my current role where we restructured for growth, optimised our efforts and grew the Mindshare business.

RAPID FIRE What’s taking up most of your time?

Self-improvement.

What keeps you awake at night?

Nothing stands between me and my sleep.

What makes you smile?

Life.

What’s on your podcast list?

More of an audiobooks fan.

What are you reading?

‘The Inner Game of Tennis’ by W. Timothy Gallwey, Outlive by Dr. Peter Attia and the McKinsey CEO Excellence book.

Favourite hobby?

I’m addicted to tennis.

Top tip?

Just breathe.

Best motivational quote?

Be water, my friend.

Favourite movie?

Snatch, Inception, Lucky Number Slevin Social media platform you use the most, and why?

TikTok, the customisation of content is unreal.

Since I began writing this essay, the Middle East has changed drastically. With the announcement of a new Europe-Middle East-India economic corridor centered in the UAE and Saudi Arabia, and the UAE joining the BRICS group of nations, our region will never be the same again.

These developments put the ongoing Gulf-wide transformation – the dramatic opening of KSA, the resurgence of the UAE and other regional economies – into hyper drive. Clichés aside, it really is the dawning of an unprecedented future.

There are huge opportunities here for our industry.

We can contribute to growth by attracting business, talent, investment and more. We can develop solutions that optimise this growth, including harnessing new technologies to better understand and activate customers. We can participate in the region’s sustainability agenda, contributing towards a better, more equitable and prosperous future for us all. Every one of those avenues benefits us.

“We should be quick to

anticipate and respond to new tech that has the potential to accelerate what we do and make us more adept – without being consumed by it” But are we ready for this future? Do we have a clear sense of our own identity, who we are and who we will continue to be? Do we see the threats and challenges as clearly as we see the opportunities? Are we equipped to engage with the future, ready to adopt and adapt as needed? Are we committed?

Identity When I first started out in our industry, many moons ago, someone said ours is the safest industry to work in. No matter what’s happening in the economy, they said, there will always be an industry trying to reach consumers to sell a product – and we make that happen.

I’m no longer sure that’s true. We have become so many things to so many people, I wonder if we have

lost sight of who we truly are. Are we as close to consumers as we once were, walking in lockstep and prepared to offer deep insight and timely understanding at any time?

Are we still champions of the best of human creativity – the kind that is both affective and effective?

Or has this element of our heritage dwindled?

Adopt, adapt, adept Having a clear mindset around tech is key. We should be quick to anticipate and respond to new tech that has the potential to accelerate what we do and make us more adept – without being consumed by it.

There is a line between adopting and adapting – a line that is defined by our people-first approach. A people-first approach to advertising should, for example, allow us to build on our data points to better understand consumer mindsets. It means developing tech-based solutions in-house that allow us to grow our business and respond quickly and powerfully to client needs and market trends. Adoption means adding to our core identity, not taking from it.

Stop flirting – commit As an industry, I also think we need to take a good hard look at our behaviour. Many of us have spent the last several years flitting from one new thing to the next like butterflies with short life spans.

In the last few years, all our pitches have included a metaverse element: We’ll build a mall, laundry, bakery in the metaverse. We’re very good at embracing the new zeitgeist - metaverse, blockchain, NFTs, AI or other flavours of the day – but do not become experts at them.

This is a universal problem, and a universal waste of time. As long as we keep flirting, it will keep on being ideas on slide decks that waste our time, waste our clients’ time and doesn’t get anybody anywhere.

Meanwhile, there are entrepreneurs and startups who are building actual metaverse solutions for our clients and have made a mint doing it.

Let’s commit to the future by taking care of our environment and the communities we operate in by putting the UN Sustainable Development Goals at the core of our practice. Instead of flirting with the tools to measure emissions generated in executing campaigns, let’s make emissions-reduction thinking and action a mandatory part of our everyday practice.

This is how we will be ready.

For those of us in this region, there is no better place to be to make the most of the tremendous future that’s unfolding at our feet. We have the opportunity of several lifetimes to be at the forefront of a fantastic new growth era. I can’t wait.

33

34

September 25, 2023

September 25, 2023

35

AMMAR SHARAF TITLE: Founder, Board Member, CEO, Viola Communications YEARS IN ROLE: 22

CAREER HIGHLIGHT: As our business has been expanding organically in the past two decades, we are also broadening our reach through digitalisation. I am extremely proud of how our teams are incorporating the latest in digital technology across all of our, and our clients’, platforms. Our innovative integrated concepts have led to our business units winning many awards, a fact of which I am most proud, as it has helped pave the way for us to be market leaders in the UAE.

RAPID FIRE What’s taking up most of your time?

Planning the next phase of our growth and working on our next digital innovation.

What keeps you awake at night?

Responsibility towards my team evolving.

What makes you smile?

When I see my daughters and my teams achieving their goals.

What’s on your podcast list?

The local and global economy.

What are you reading?

Trade and industry information mostly.

Favourite hobby?

I am into sports.

Top tip?

Opportunities don’t happen all the time, take them when they do.

Best motivational quote?

“Marketing’s job is never done. It’s about perpetual motion. We must continue to innovate every day” — Beth Comstock.

Favourite movie?

Castaway.

Social media platform you use the most, and why?

LinkedIn, because it’s an extremely effective business networking platform.

POWER LIST: SEIZING OPPORTUNITIES, OVERCOMING CHALLENGES

By Ammar Sharaf, Founder, Board Member, CEO, Viola Communications

The marcomms landscape in the Middle East is really dynamic right now, and it seems that every day there are opportunities arising for those who possess both the foresight to spot them and the courage to seize them.

Thanks to a rise in digitalisation, marketing communications is now at a pivotal point, poised to redefine industries and reshape consumer behaviour. By identifying key opportunities, regional players can capitalise on the prospects, mitigate the challenges and devise strategies to navigate any hurdles successfully.

be to create much more personalised and immersive storytelling, touching audiences on a more profound, human level.

I also think that collaboration will be a major factor in defining the future of marcomms. Partnerships, between brands, agencies, creatives, influencers, and pan-industry stakeholders, can lead to inspired synergies resulting in expanded market reach and heightened brand resonance, but for this to be effective, we have to look beyond traditional and conventional business attitudes. We have to be ready to change.

“Marcomms

We are already moving towards becoming a data-led industry, so we must be aware of how data privacy concerns can cast a shadow over this exciting digital landscape. We have to adhere to data protection laws while still retaining the ability to develop data-driven insights that can be used to refine strategies for our clients – a delicate balancing act that respects consumer privacy without compromising on effectiveness.

professionals will have to continuously sharpen their skills and keep up with industry trends” So, as the sector transforms, our

Digitalisation has presented us with a treasure trove of opportunities, but there are certain caveats: for example, as consumers become more aware, they also become more discerning, they want brands to offer quality products but also champion causes that are aligned with their values.

By designing impactful campaigns that address environmental concerns and societal issues, marcomms professionals can position brands as responsible stewards, foster brand loyalty and attract positive public sentiment as part of the global shift to sustainability and social responsibility.

We are navigating a sea-scape of fast-paced change, so our industry needs to be agile and embrace digital transformation wholeheartedly - but not recklessly. Investing in cutting-edge technologies such as AI-driven customer insights and blockchain-enabled transparency can certainly propel brands ahead, but we must approach new technology carefully, only adopting proven systems that allow us to forge deeper connections with consumers.

The use and usefulness of AI is undergoing massive adjustments every day, and not all of them are as good or as effective as the coders and software designers would have us believe. On every journey of discovery there are challenges. Perhaps the most obvious threat is that of an over-abundance of digital media as content vies for attention, making it increasingly tough for marcomms to cut through the profusion of platforms. One solution to this could

seven uniquely integrated business units are more capable than ever of cross-pollination, both strategically and tactically, and thus providing the most effective solutions, while retaining data security at the forefront of our DNA. Marcomms professionals will have to continuously sharpen their skills and keep up with burgeoning industry trends to anticipate change and shape it to their advantage. As we become more collaborative, we also add increased value to our repertoire through diversification. We can lead from the front by adopting broader communication channels and experimenting with innovative approaches, showing clients how to improve their reach in a brave new world.

Opportunities that are not taken are lost forever. By seizing the day and embracing digital transformation, we can provide superior solutions for clients while championing sustainability, building stronger strategic partnerships and fostering a resilient culture of trust: and remember, the only difference between a challenge and an opportunity is how we deal with them.

36

September 25, 2023

September 25, 2023

DANIEL SHEPHERD TITLE: Co-Managing Director, PHD MENA YEARS IN ROLE: 72 hours (at the time of writing) OTHER ROLES: Member of the IAP, should be more, feel free to reach out

POWER ESSAY: WRITE A THOUSAND TIMES, MEDIOCRITY ISN’T COOL

By Daniel Shepherd, Co-Managing Director, PHD MENA

CAREER HIGHLIGHT: There have been the highs of awards success (back-to-back Most Effective Media Agency Office of the Year at the MENA Effies), winning and (more rewardingly) retaining clients, but watching our people fulfil their potential gives me the most satisfaction. I’m also in an exciting new role and I believe the real highlights, for me, PHD, and our people, are still to come.

RAPID FIRE What’s taking up most of your time?

Karen, my co-MD, and I have just begun leading PHD in a novel but exciting way. Ensuring that this delivers excellence for our clients, our people and our business takes some thought.

What keeps you awake at night?

If it’s not my cat, then it’s an idea, usually unannounced and at an inappropriate time.

What makes you smile?

A proper insight and people fulfilling their potential. And schadenfreude. Obviously.

What’s on your podcast list?

The Rest Is Politics, A History of the World in a 100 objects and Wind of Change.

What are you reading?

Tomorrow and Tomorrow and Tomorrow by Gabrielle Zevin. And the FT Weekend edition.

Favourite hobby?

I’m a failed musician living in denial still trying to write the next great song on my guitar.

Top tip?

Notebook and pen by the bed. Be interested in everyone and everything, everyday. And Call your mum.

Best motivational quote?

Believe in magic.

Favourite movie?

Willy Wonka & The Chocolate Factory, a timeless love letter to the power of imagination.

Social media platform you use the most, and why?

Instagram. My age presumably.

A wise agency head shared a great anecdote with me the other day about The Economist account. I’m sure many other versions of this story exist, continuously shared by probably thousands of copywriters the world over. And that’s fitting because, the story goes, for every tagline that was chosen to be used in The Economist’s famous ad campaign, the copywriter must (having first been handpicked anyway) write at least one thousand different lines. Knowing that only one of these, max, would end up being used. Sounds like hard, pointless work, would you say? Well, no wonder the quality was so high. No wonder every copywriter worth their salt was desperate to be noticed and given the chance to write nine hundred and ninety-nine lines for nothing.

There is no shortcut to perfection and hard work. Talent counts too of course but the truth is, working to our full potential, we offer a value to our clients that can’t be replicated or beaten.

We can deliver truly transformational change to their businesses, because we often experience it first, prone as we are to reinvent and restructure ourselves to stay and keep our clients ahead of the curve.

The biggest threat we face isn’t the scare crows or boogeymen we place in our own path, like AI, consultancies, big tech, in-housing, thinking they’ll steal our jobs, our people and eat our lunch. No, the biggest threat is mediocrity, complacency or, worse, stopping believing in the magic we’re capable of when we’re at our best.

We are of most value to our clients when we help them transform their business through the power of brilliant ideas. Ideas that give them disproportionate competitive advantage.

Working in our industry isn’t an opportunity to push the boundaries of what is possible and be creative. It’s an obligation. This means finding new ways to do old things. Bringing innovation to every aspect of ours and, consequently, our clients’ businesses. Our duty as leaders is to create an environment where this is most likely to be the result. To attract the people who have what it takes, to nurture them and liberate them so that their brilliance can emerge.

In practise, this means not only providing our people with the skills, tools and techniques, inspiration, expectation and incentives to push harder and achieve the impossible. Most

importantly it means giving them the freedom to fail. To build a safe space where ideas can flourish, without fear, but with enough safety nets in place to ensure that our clients’ brands can grow confidently.

It’s also about helping to educate on the impact the extraordinary can have. Micro-optimisations in the lower funnel are necessary, but they only deliver micro returns – of between 10-15 per cent in terms of ROI. Whereas a truly great, strategically creative idea in the upper funnel, a big memorable, emotional one, can deliver as much as 500 per cent.

AI plays a role of course and we’ve already integrated it within our planning tools. There’s more to come to leverage the speed and computational muscle of large language models to provide the launchpad from which ideas can lift off.

But the very essence of AI is derivative, as it distils

“To build a safe

space where ideas can flourish, without fear, but with enough safety nets in place ” all the data it has consumed to date. Yes, it can still create original results and approaches but on its own or lazily applied, it’ll only achieve mediocrity. It is the time it saves, so that our people can bring the magic with their inimitable human qualities, irreverence, passion, empathy, vision and belief, that is the real game changer.

So, we still need to write those metaphorical thousand lines in pursuit of the one true game-changing gem. But modern pressures dictate that we need to do it quicker, smarter and across all areas of our business. We harness the brilliance of our people, and our tech, to let this happen. That’s how we make the leap every day or, as a true original once said, fail we may, sail we must. Now write a thousand lines, “I will not be mediocre, I will not be mediocre….”

37

38

September 25, 2023

September 25, 2023

DANA TAHIR TITLE: Managing Director, Havas Red Middle East YEARS IN ROLE: 4 OTHER ROLES: MEPRA Board Member

POWER ESSAY: HARNESSING THE POWER OF HUMANISTIC LEADERSHIP

By Dana Tahir, Managing Director, Havas Red Middle East

CAREER HIGHLIGHT: I am most humbled to have been part of the agency’s transformation journey since joining Havas Middle East in 2008. With the dedication and passion of our fearless team, we grew three-fold in the past two years. We’ve transformed our product into a worldclass framework, integrating with the Havas PR Network and propelling Havas Red to new heights in the region and beyond.

RAPID FIRE What’s taking up most of your time?

Leaving a mark on people and the industry.

What keeps you awake at night?

My kids.

What makes you smile?

My family.

What’s on your podcast list?

The Spin Sucks, Coaching For Leaders.

What are you reading?

Dare to lead by Brene Brown.

Favourite hobby?

Traveling the world.

Top tip?

Stay humble, human and honest.

Best motivational quote?

“Happiness cannot be traveled to, owned, earned, worked or consumed. Happiness is the spiritual experience of living every minute with love, grace, and gratitude”.

Favourite movie?

Beyond Borders.

Social media platform you use the most, and why?

LinkedIn and TikTok.

Artificial intelligence (AI) has been a gamechanger in talent management. Organisations have leveraged AI and automation to identify top candidates, streamline recruitment, analyse data, identify patterns and predict employee performance, ensuring leaders surround themselves with capable, professional talent.

Expectedly, AI has had an impact on both selection and efficiency.

However, as technology advances rapidly, there is a growing realisation that AI alone cannot capture the complexity of human potential. While algorithms can efficiently process data, they lack the ability to understand the nuances of human behaviour, emotion and motivation. This is where the human element becomes indispensable.

In times where talent shortage runs deep across sectors and the mental health crisis poses a universal challenge in many industries, the role of leadership in overcoming these crises shouldn’t be underestimated.

A visionary leader can intuitively identify gaps in the organisation’s talent pool; develop strategies to address them; inspire and motivate employees to reach their full potential, thus fostering continuous learning and growth. One leadership approach that has been effective in overcoming talent shortage is humanistic leadership.

Leaders can’t have an impact without taking such an approach. In fact, while leading young professionals, one must remember that open minds are as important as open doors. When listening to colleagues, leaders should try to empathise effectively with their diverse experiences and perspectives, even if misaligned with others’ views. They must recognise that for a team to work effectively, these unique perspectives should be respected. A good leader should also be relatable: no matter how nuanced the issue, employees today are more inclined to prioritising their needs over the organisation. A Havas Meaningful Brand study surveyed 91,000 respondents across 10 markets spanning 1300 brands, revealing over 60 per cent of employees don’t believe in companies or brands. They look at

company leaders to assess the brand as a potential employer. Talent responds to leadership that is authentic and consistent; if your leadership persona is a carefully crafted front, it’ll eventually become tiresome to maintain.

Completing the trifecta requires building bespoke styles; in recent years, we’ve realised that progress isn’t linear. People aren’t equally equipped. We need to see individuals’ potentials, respect their innate strengths and lean on them.

Employee engagement is another critical factor in overcoming talent scarcity. Engaged employees are more likely to perform at their best, stay with an organisation and contribute to its success.

Humanistic leadership nurtures a culture of trust and open communication where employees feel comfortable sharing ideas and concerns, which encourages innovation and creativity, and enhances the overall employee experience. Actually, when having a sense of purpose at work, talents feel valued and supported, and tend to go the extra mile to achieve organisational goals.

However, retention remains a key challenge faced by organisations. With skilled employees in high demand, leaders can increase loyalty by understanding team members’ individual goals and career aspirations, providing them with opportunities for growth and ensuring they’re motivated and valued.

Navigating the talent scarcity crisis successfully requires organisations to adopt innovative approaches that attract and retain skilled employees; investing in developing leadership skills; and creating a culture that values and supports employees. Humanistic leadership, with all its elements and benefits, offers a powerful solution to thrive in today’s complex and everevolving market.

Looking ahead to 2024, the future of talent management lies in striking a balance between automation and the human element. While technology continues to play a pivotal role in streamlining processes, organisations will undeniably recognise the need to continue investing in the human touch. Because after all, we are, and will remain, human.

“Engaged employees are more likely to perform at their best, stay with an organisation and contribute to its success”

39

40

September 25, 2023

September 25, 2023

HOUDA TOHME TITLE: CEO, Havas Media Middle East YEARS IN ROLE: 4 OTHER ROLES: Board member - IAB MENA

CAREER HIGHLIGHT: We’ve made a clean sweep so far this year: Winning every single pitch we participated in. Havas Media Middle East’s remarkable journey towards prominence in the region is of immense pride for me. These accomplishments highlight the outstanding work of the incredible team I have the privilege of working with, further cementing our standing as a trusted industry partner.

RAPID FIRE What’s taking up most of your time?

How to come up with smart answers.

What keeps you awake at night?

Injustice.

What makes you smile?

Babies, children and dogs.

What’s on your podcast list?

The Meaningful Media Podcast, FT News Briefing, How to Master Your Emotions, The Mindset Mentor.

What are you reading?

My perennial favourite: The Seat of the Soul by Gary Zukav.

Favourite hobby?

Reading.

Top tip?

Be kind always! You never know when the tables will turn.

Best motivational quote?

“Today is the first day of the rest of your life.”

Favourite movie?

Forrest Gump.

Social media platform you use the most, and why?

I can TikTok.

POWER ESSAY: SUNDAY SCARIES, BARE MINIMUM MONDAYS, DISRUPTING THE WORKPLACE

By Houda Tohme, CEO, Havas Media Middle East

Are we on the cusp of a cultural shift in the work sphere? Our traditional notions of workplace dynamics are rapidly evolving, prompted by an unapologetic and idealistic young workforce armed with an array of social media platforms to broadcast their thoughts, feelings.. and of course, memes.

Here’s the tea: the younger generation isn’t settling for the traditional 9-to-6 grind anymore. As we navigate this pivotal juncture marked by a cultural shift and evolving generational values, it’s clear that the old saying ‘all work and no play’ is getting a contemporary facelift. This shift isn’t just about young ones wanting more; they’re boldly changing the rules of the game.

Through the vast reach of social media, they’re voicing their concerns, sharing personal experiences, and shedding light on relatable workplace frustrations. Averse to mundane tasks and quick to disengage if the challenge doesn’t meet their expectations, they anticipate instant gratification, promotions and financial rewards at every turn.

Terms like ‘Sunday Scaries’ and ‘Bare Minimum Monday’ are no longer exclusive to Gen Z’s weekend lingo; they’ve become symbols of global sentiment. Trends like ‘how to professionally say no’ have evolved into the rallying cries of a generation determined to foster a different work environment.

However, while this empowerment is commendable, we may be treading on a slippery slope. Sure, #BareMinimumMonday is trending with 2.2 million views, but what’s the long-term impact on workforce productivity? With data indicating that 82 per cent of Gen Zers are attracted to the idea of being the least productive, of which 15 per cent are already practicing it, there’s potential for a shift in work ethic.

I am proud to say that at Havas Middle East, we have been breaking the mold by placing mental health and well-being at the forefront. Initiatives like half-days on Fridays, insurance coverage for mental health and designating a day for mental health are reflective of our commitment to enhancing employee well-being.

In the servicing industry, agency cultures are influenced, if not entirely dependent, on client dynamics. Operating in an extremely fast-paced work rhythm, clients demand campaigns at the drop of a hat, and agencies are expected to oblige, regardless of the time or day. When clients foster high-stress environments, it invariably impacts the teams servicing them, leading to increased stress and mental fatigue.

The data from Havas’s Prosumer Report of 2023 further underscores the urgency of the global mental health crisis. With a majority of respondents citing factors such as consumerism, reduced interactions with loved ones, and digital addiction as contributors to mental health challenges, it’s evident that a systemic overhaul is due.

So, where do we go from here? The path forward necessitates collaboration. Clients, agencies and employees must unite to craft a new paradigm—a paradigm that values personal well-being without sacrificing business growth. It’s not a matter of choosing one over the other; it’s about finding a harmonious equilibrium.

Clients can play a pivotal role in cultivating a balanced work culture by setting realistic expectations, allowing reasonable turnaround times, and actively engaging in open communication with their agency partners. By prioritising the well-being of agency employees, clients contribute to a collaborative environment where creativity and productivity thrive.

Agencies, on the other hand, can be the torchbearers of their employees’ welfare. By nurturing a culture of flexibility, recognising the importance of work-life balance, and fostering a supportive atmosphere, they can transform agency-client relationships into a harmonious duet.

For the young guns entering the workforce, it starts with a simple but profound step – choosing a career that ignites their passion. Ensuring that personal interests align with professional pursuits can be the key to avoiding the relentless stress of feeling unheard and overburdened, leading to a more fulfilling journey within the industry.

As we navigate this new landscape, the goal is clear: strike the right balance, ensuring that in our pursuit of professional success, we don’t lose sight of personal well-being. It’s about finding that happy medium—the sweet spot where productivity flourishes, personal lives thrive, and a new era of workplace harmony is born.

“In the servicing

industry, agency cultures are influenced, if not entirely dependent, on client dynamics”

41

42

September 25, 2023

September 25, 2023

FAWZI TUENI TITLE: COO, Arabian Outdoor YEARS IN ROLE: 4

CAREER HIGHLIGHT: Reflecting on my 30+ years within MENA’s media and advertising industry, my career often feels like a whirlwind of evolution. Focused on the growth of diverse media assets, I have gained not only a birds-eye view of how investments shape brand success, but also greater appreciation for how formats must continue to evolve to remain relevant. Today I can confidently say that navigating the future of OOH amidst our changing landscape has served as a very rewarding career highlight, along with all the efforts to ensure its unique space as a resilient advertising medium with massive growth potential.

RAPID FIRE What’s taking up most of your time?

Work (obviously).

What keeps you awake at night?

My family’s wellbeing.

What makes you smile?

Acts of kindness / subtle jokes.

What’s on your podcast list?

Podcast with Nayla.

What are you reading?

Crime and Punishment.

Favourite hobby?

Sports and reading.

Top tip? Stay curious.

Best motivational quote?

“Don’t let yesterday take up too much of today.”

Favourite movie?

Braveheart.

Social media platform you use the most, and why?

Instagram (comprehensive and entertaining).

POWER ESSAY: THE EVOLUTION OF OOH – LEGACY POISED FOR GREATER INNOVATION

By Fawzi Tueni, COO, Arabian Outdoor

About 15 years ago, a clear message of ‘change or die’ echoed resoundingly around the global marketing, media and advertising world. Well guess what? The writing on the wall hasn’t changed much since then.

Today, it’s latest reiteration reads as ‘keep on changing, or else’, and it rings louder than ever before.

With change surrounding our industry and digital now settled-in as a permanent feature, we will continue to experience evolution at breakneck speed. Let’s quickly look at some standout examples of how both consumer behaviour and media consumption stand redefined. With the advent of social media and its subsequent growth, video has taken over as the undisputed format for content. This phenomenon has also led to streaming services bundling their offerings and achieving record viewership. Gaming has set the stage for an all-new advertising arena, which is swiftly gaining credibility with brands, who themselves are transitioning to becoming fan and community based.

To add to this storm of growing dynamics, content creators are connecting directly with consumers. Let’s continue with a very specific example.

Most of us witnessed the golden age of traditional television advertising and just as many have also tuned in to TV’s modern-day reincarnation. Today, with streaming and connected TV, advertisers are leveraging mobile and digital to complement TV campaigns, extend their reach to viewers’ second screens, provide interactive features, and measure cross-device attribution. With programmatic advertising, data and algorithms are being used to optimise targeting, pricing and performance. These serve as prime examples of how technology is fueling the future potential of legacy formats.

In this era of digital information overload, OOH is shaping the future of marketing by offering seamless integration with digital and mobile marketing strategies. It acts as a robust bridge between the physical and virtual worlds, facilitating effective storytelling to deliver compelling brand narratives which leave lasting impressions. Today, OOH’s dynamic nature stands hyper-activated by innovations such as location-based targeting to maximise advertising impact. Dynamic creatives are ensuring greater contextual relevance and cultural sensitivity, and in alignment with their environment, creating memorable and meaningful brand interactions. With the integration of technology, OOH advertising has also become vastly interactive, allowing brands to deliver immersive experiences.

The future of OOH will undoubtedly be data-driven, with real-time data infusing greater agility to ensure that messages become more relevant and therefore more effective. Despite being at the early stages of digitisation, our region has already achieved tremendous milestones in developing its measurement and data integration capabilities, both of which will continue to remain as major focal points moving forward.

“The future of OOH

will be data-driven, with real-time data infusing greater agility to ensure that messages become more relevant” At Arabian Outdoor, we have invested heavily in the development of robust data infrastructure and technological capabilities. This drive has already enabled us to bridge the offline and online worlds for numerous OOH clients, amplifying the impact of OOH exposure through digital retargeting.

As the region’s foremost commercial marketplaces race to achieve their progressive future ambitions, the surge in development activities and associated commercial opportunities is attracting new players and investment. The resulting population and capital growth from this impetus is envisioned to lead to more eyeballs focused on the great outdoors.

Our vision for the future remains aligned with the growth of our region’s economies. As we push for greater innovation, we welcome new market entrants, technologies, and healthy competition, as facilitators of our industry’s ongoing sustainability and advancement.

Today, as OOH advertising transforms to deliver elevated marketing outcomes in the digital age, it stands tall amongst iconic advertising formats as a testament to the enduring power of creativity, innovation, and strategic thinking.

43

44

September 25, 2023

September 25, 2023

TONY WAZEN TITLE: CEO, Publicis Media Middle East YEARS IN ROLE: Since April 2023 YEARS IN COMPANY: 15 OTHER ROLES: IAA, consults the Dubai

Media Office, member of YPO

POWER LIST: BEYOND ADAPTABILITY, STEERING CHANGE IN THE INDUSTRY

By Tony Wazen, CEO, Publicis Media Middle East

CAREER HIGHLIGHT: The highlight of my career was the launch of Digitas MENA, which took place seven months before Covid-19 became a global pandemic. We started with a small media operation and grew to become a fullfledged marketing transformation agency and a powerhouse within Publicis Media.

Our main focus was creating connected marketing experiences and helping marketers navigate the modern challenges of the fragmented marketing ecosystem.

This is when we delivered exceptional results through a perfect blend of media, creative, data, strategy and technology.

RAPID FIRE What’s taking up most of your time?

Managing talents.

What keeps you awake at night?

Nothing, I am a good sleeper.

What makes you smile?

My two boys mostly.

What’s on your podcast list?

Not a podcast type of person.

What are you reading?

‘Hot seat’ by Jeff Immelt.

Favourite hobby?

These days it’s padel.

Top tip?

Trust your instincts.

Best motivational quote?

Whatever you are, be a good one.

Favourite movie?

Tough question, I am a movie buff so can’t narrow it down to one favourite movie.

Social media platform you use the most, and why?

Facebook/Instagram – it’s a good distraction.

At the heart of the media and marketing industry lies a potent combination, a shared purpose, unwavering commitment, a spirited drive, and a collective behaviour defined by integrity and competence. Together, these elements form the magic potion that doesn’t just represent values; they act as catalysts that fuel business transformation, enabling brands to lead the change in the media/marketing landscape. As we assess the current state of affairs, it’s evident that the traditional agency model is in a state of flux.

Performance media, with its focus on tangible outcomes, is steadily emerging as the pivotal strategy for a multitude of brands.

Performance media in a modern age Performance media, encompassing a broad spectrum from influencer marketing and affiliate strategies to commerce, display ads, search engine marketing, native advertising, and the vast domain of social media marketing, has a central mission, to enhance effectiveness and streamline efficiencies, ensuring clients receive the best return on their investments. The pressures of today’s media/ marketing landscape are undeniable. As clients’ requirements evolve, audience behaviours shift, and the relevance of various channels undergoes transformation, the traditional methodologies of performance media find themselves challenged in an environment where linear funnels are becoming obsolete. The contemporary agency model must evolve beyond just executing and fine-tuning campaigns. It’s imperative to adopt a comprehensive approach, one that sets clear strategic directions, integrates the most suitable technology solutions, meticulously refines both data and creative assets, and ensures a cohesive synergy to amplify campaign results and align with the overarching objectives of clients.

modern consumers. This isn’t about merely adapting; it’s about leading the change, setting the pace and crafting the future.

The four pillars: data, technology, operations and talent Central to this evolution is the recognition of four core pillars. Data stands paramount. In the media/marketing arena, data isn’t just numbers; it’s the compass guiding our strategies. It provides invaluable insights into consumer behaviours and preferences, enabling the crafting of resonant, impactful strategies. Then there’s technology. Beyond the tools and platforms, it’s about harnessing end-to-end channel suites, powered by the right operating systems and leveraging partner tech capabilities.

The aim? Personalisation at scale, is a game-changer in both growth and client retention. Operations follows, emphasising not just execution but agility. It’s about ensuring every campaign transitions smoothly from ideation to delivery, optimising workflows, and guaranteeing timely, quality outputs. And of course, Talent.

The heart of any agency. But it’s more than just having a team; it’s about nurturing a culture of continuous learning, innovation and expertise in omnichannel enablement and optimisation.

“Personalisation

at scale is a game-changer in both growth and client retention”

Setting the pace, crafting the future Navigating the intricate landscape of media and marketing demands more than just adaptability; it requires a forward-thinking approach. Agencies today must be agile, proactive, and ready to address the real-time marketing challenges that arise, especially with the engagement patterns of

Orchestrating the future Innovation remains key, especially as we build the next-gen middleware technology layer, orchestrating tech platforms and data providers across channels and regions. This orchestration, aimed at delivering measurable outcomes, is what will define success in this modern marketing world. By strengthening these pillars and embracing a holistic approach that integrates omnichannel data strategies and agile operational methodologies, we’re not just preparing for the future; we’re building it.

For change to work, it doesn’t always have to be a reactive strategy that is implemented only when things go wrong. Change needs to be part of the natural order of things, as you cannot be a constant in an industry that is continuously shifting, it is a competitive advantage that unlocks growth and makes you more relevant as a solution.

45

46

September 25, 2023

September 25, 2023

HABIB WEHBI TITLE: Chairman and CEO at W Group (Hypermedia

& DigitAll)

YEARS IN ROLE: 24 OTHER TITLES: Chairman at W Ventures Holding

(W Group, W Invest)

Partner - Board Member at Rely Industries (UAE & KSA)

CAREER HIGHLIGHT: My out-of-home (OOH) business has witnessed remarkable growth to unprecedented heights in terms of impact, reach and expansion. This success is attributed to our strategic adoption of cuttingedge technology, particularly in the realm of data analytics and smart solutions, through valuable partnerships. By seamlessly incorporating these innovations into our operations, we›ve uplifted the OOH experience, forging outstanding connections with audiences. This milestone not only highlights the progress of our group but also underscores our unwavering commitment to redefining the boundaries of OOH advertising.

RAPID FIRE What’s taking up most of your time?

Family and business growth.

What keeps you awake at night?

A challenging idea.

What makes you smile?

Watching my kids growing and forging their own paths.

What’s on your podcast list?

Masters of Scale.

What are you reading?

Sapiens: A Brief History of Humankind.

Favourite hobby?

Padel tennis, collecting watches.

Top tip?

Challenge oneself. Prioritise adaptability; it’s the cornerstone of sustainable success.

Best motivational quote?

“Success is not final; failure is not fatal: It is the courage to continue that counts.”

Favourite movie?

The Godfather.

Social media platform you use the most, and why?

LinkedIn for Business, Instagram for family and friends.

POWER ESSAY: CHARTING OOH’S PATH

By Habib Wehbi, Chairman and CEO at W Group

The GCC Digital Out-of-Home (DOOH) advertising market is expected to grow exponentially at a CAGR of around 21 per cent during 2022-2027.

Either in digital transformation, data or ad spent size globally and regionally, OOH market players are increasingly pushing their limits in adopting strategies to enhance and sustain their competitive advantage.

W Group remains resolute in responding to the market’s demands. Its ambitious 555 Strategy strives for the group to expand into 5 verticals and generate 500 million revenue in 5 years. Hypermedia, the media giant owning one of the largest OOH networks in the UAE, is set to take the lead in DOOH within the country.

Meanwhile, the tech arm of the group, DigitAll,

“In this data-driven

landscape, datadriven advertising is a breakthrough when it comes to fulfilling users’ interests and needs” will spearhead regional digital transformation efforts; both entities to concentrate on growth, technological advancement, partnerships, revenue optimisation, pricing strategies and expansion – in UAE, KSA and the Lower Gulf region.

Technological advancements W Group realises the need for OOH advertising to adapt to the ever-evolving digital age. The power of shifting its media network from static to dynamic digital displays has revitalised the DOOH landscape.

The challenge here is eminent; the fast-paced evolution of consumer behaviour and technology has impelled media suppliers to stay on their toes and meet these demands. By consistently pursuing the latest advancements and innovations and firmly aligning with the UAE’s forward-looking vision, W Group has been a frontrunner in pushing brand-consumer engagement to more impactful levels.

Power of data measurement In a world driven by data, insights are the path to triumph. Through advanced data measurement, DigitAll has flipped the equation by enabling brands to make informed

decisions. Its exclusive data analytics around consumer behaviour are allowing hypertargeted OOH media campaigns for maximum effect and interactivity. Hypermedia translates them into actionable reports to clients, empowering brands to improve their return on advertising spend (ROAS) and stay ahead of the curve.

However, in this data-driven landscape, data-driven advertising is a breakthrough when it comes to fulfilling users’ interests and needs.

Leveraging its ownership of the largest indoor and outdoor media network in the country, along with cutting-edge data tools and real-time metrics, W Group’s developing the most-advanced platform that will be the first of its kind to seamlessly cover both outdoor and indoor media. This innovative approach will empower marketers to reach the right audience, at the right time, and in the right context, thereby maximising campaign efficiency.

What Are the Smart Solutions Shaping the Future of OOH Advertising?

The UAE’s digital transformations charges ahead unabated. By 2050, over two-thirds of global populations will reside in smart cities.

Amidst their dynamism, media owners should stay in constant disruption, and AI- and automation-powered solutions are the port of call.

Dubai’s push to be the planet’s digital hub continues. DigitAll has spearheaded the digitization of Hypermedia’s assets, and it’s now boasting an expansive network of 3500+ digital signages—the largest in Dubai carrying interactive solutions that cater to diverse audiences. Through device interconnections and real-time data, precision targeting is the upshot.

These smart solutions aren’t just industryaltering; they’re world-defining, paving the way for remarkable growth across the GCC region.

As OOH advertising continues to flourish in this area, driven by population and economic surges, it’s transforming the GCC into a competitive nucleus. W Group’s DOOH tech leadership isn’t just innovation; it echoes responsibility towards people. Therefore, it will keep forging ahead not only tech advancements but partnerships with local and global entities, to foster a thriving ecosystem for all to prosper.

In this regard, the human element remains intricately woven into the fabric of success.

Recognising that team members are the powerhouse steering ventures towards long-lived accomplishments and lasting prosperity, W Group places a laser focus on them. Accordingly, a holistic environment of learning, collaboration, and growth is designed to push talents to evolve and blend organisations with fresh perspectives.

47

48

September 25, 2023

September 25, 2023

HASAN ZAINI TITLE: Deputy CEO, Saudi Signs Media YEARS IN ROLE: 5

CAREER HIGHLIGHT: At each stage of my career I was fortunate enough to have made an impact in some form or another either on the organisation itself or its partners. Having been involved in education, FMCG and media, this blended mix of experience has given me a unique set of tools that I employ each day.

The most recent career highlights include playing a pivotal role in the contractual wins, management and execution of both Riyadh and Jeddah Digital Bridges that have fundamentally shifted industry approach to OOH in the Kingdom.

RAPID FIRE What’s taking up most of your time?

Sales and cashflow.

What keeps you awake at night?

New projects.

What makes you smile?

My kids.

What’s on your podcast list?

Mainly two topics; behavioural economics and cognitive distortions.

What are you reading?

Pricing and Revenue Optimization, by Robert Phillips.

Favourite hobby?

Skiing.

Top tip?

We’ll see.

Best motivational quote?

“If you obey all the rules, you miss all the fun”.

Favourite movie?

The godfather.

Social media platform you use the most, and why?

Instagram, it takes me away to my favourite places and I get to see my friends.

POWER ESSAY: CAPTURE AUDIENCE ATTENTION AND OPEN NEW BRANDING OPPORTUNITIES

By Hasan Zaini, Deputy CEO, Saudi Signs Media

In recent years, Saudi Arabia has witnessed a remarkable transformation that has left an indelible mark on our society and economy. With a youthful and growing population, the country presents an abundance of opportunities for long-term investments, underpinned by security and stability, all made possible by the ambitious Vision 2030 objectives.

As with any transformative period, there are accompanying hurdles, new market players, changing behaviours and fundamental changes to what was previously deemed the standard approach. From a communication perspective, advertisers are confronting an ever-growing complex media landscape filled with a multitude of platforms that has consequently fragmented audiences, audience attention and complicated brand engagement. This coupled with Saudi Arabia’s shift in social norms, increased mobility and rise in entertainment options, ‘getting through’ effectively has become considerably more difficult for advertisers. So, what is being done to help break through all this noise?

One approach that has stood out as being indispensable, is capable of captivating audiences in a far less distracting environment and has received a lot of advertiser attention is the use and utility of outdoor media. Since the end of the Covid-19 lockdowns in 2020, the out-of-home industry in Saudi Arabia has experienced growth marked by double-digit expansion, increased participation from various sectors, heightened interest from digital-only players, and a recurring demand for presence.

These developments stand as noteworthy indications of the significant role that outdoor media plays within the media mix and its positive impact on the return on investment for valued clients. Our success thus far, along with the growing demand is not a matter of chance but also a testament to our ongoing commitment to delivering high-end quality products and service.

First and foremost, the digitisation rate of outdoor media in Saudi Arabia is unparalleled in the region. This has unlocked greater flexibility enabling clients to deliver dynamic messages through dayparting, multiple ad copy rotation, and message allocation based on panel location and business insights. At Saudi Signs Media, our

“Advertisers are

confronting an evergrowing complex media landscape filled with a multitude of platforms” team collaborates closely with partners to harness the power of this digital transformation, eliciting an overwhelmingly positive response from brand managers and planners alike.

Moreover, the organisation and strategic placement of outdoor panels have been meticulously designed to maximise effective brand awareness. Brands can achieve citywide reach, ensuring a ubiquitous presence along key roads and major junctions precisely as intended.

In addition to these strengths, the ever-growing array of outdoor advertising formats available to advertisers has sparked significant interest.

Saudi Signs Media for example is committed to introducing novel, large, and disruptive formats that capture audience attention and open new branding opportunities for advertisers.

In Jeddah, we proudly manage the region’s largest Digital Pedestrian Bridge network, featuring LED screens averaging an impressive 500m² in size, strategically positioned above moving traffic along key highways. In Riyadh, our Digital Bridge network has disrupted traditional outdoor planning approaches and the impact the format has had on brands is formidable.

Overall, the future of outdoor advertising in the Kingdom is exceptionally promising and goes hand in hand with the nation’s transformation.

Saudi Signs Media in particular is dedicated to nurturing this future, serving as a catalyst for brands to connect with their audiences in an authentic and impactful manner. As we continue to evolve and innovate, we look forward to redefining the possibilities of outdoor advertising to help serve current and future brands wanting to make a mark within the local market.

49

50

September 25, 2023

INDEX

BY SURNAME Ahmed Al Sahhaf, CEO, MBC Media Solutions (MMS)

4

James Bicknell, CEO, BackLite Media

6

Elda Choucair, CEO, Omnicom Media Group (MENA)

8

Tarek Daouk, CEO, dentsu MENA

10

Nathalie Gevresse, CEO, Publicis Communications, UAE

12

Saleh Ghazal, CEO, OMD MENA

14

Mounir Harfouche, CEO, MullenLowe MENA

16

Ahmad Itani Founder & CEO, Cicero & Bernay

18

Mazen Jawad, CEO, Horizon Holdings

20

Bassel Kakish, CEO, Publicis Groupe Middle East & Turkey

22

Dany Naaman, CEO, Havas Middle East

24

Reham Nader Mufleh, Managing Director, Horizon FCB Dubai

26

Joe Nicolas, CEO, UM MENAT

28

Dani Richa, Chairman, BBDO Europe, Middle East and Africa

30

Abdallah Safieddine, Managing Director, Mindshare UAE

32

Ammar Sharaf, Founder, Board Member, CEO, Viola Communications

34

Daniel Shepherd, Co-Managing Director, PHD MENA

36

Dana Tahir, Managing Director, Havas Red Middle East

38

Houda Tohme, CEO, Havas Media Middle East

40

Fawzi Tueni, COO, Arabian Outdoor

42

Tony Wazen, CEO, Publicis Media Middle East

44

Habib Wehbi, Chairman and CEO, W Group

46

Hasan Zaini, Deputy CEO, Saudi Signs Media

48

BY COMPANY Arabian Outdoor - Fawzi Tueni, COO

42

BackLite Media - James Bicknell, CEO

6

Cicero & Bernay - Ahmad Itani, Founder & CEO

18

dentsu MENA - Tarek Daouk, CEO

10

Havas Middle East - Dany Naaman, CEO

24

Havas Media Middle East - Houda Tohme, CEO

40

Havas Red Middle East - Dana Tahir, Managing Director

38

Horizon FCB Dubai - Reham Nader Mufleh, Managing Director

26

Horizon Holdings - Mazen Jawad, CEO

20

MBC Media Solutions (MMS) - Ahmed Al Sahhaf, CEO

4

Mindshare UAE - Abdallah Safieddine, Managing Director

32

MullenLowe MENA - Mounir Harfouche, CEO

16

OMD MENA - Saleh Ghazal, CEO

14

Omnicom Media Group (MENA) - Elda Choucair, CEO

8

PHD MENA - Daniel Shepherd, Co-Managing Director

36

Publicis Communications, UAE - Nathalie Gevresse, CEO

12

Publicis Groupe Middle East & Turkey - Bassel Kakish, CEO

22

Publicis Media Middle East - Tony Wazen, CEO

44

Saudi Signs Media - Hasan Zaini, Deputy CEO

48

UM MENAT - Joe Nicolas, CEO

28

Viola Communications - Ammar Sharaf, Founder, Board Member, CEO

34

W Group - Habib Wehbi, Chairman and CEO

46

Calling all podcasters and content creators!

Whether you are looking to record, edit or manage your podcast, our fully equipped podcast and video recording studio has it all.

BOOK YOUR STUDIO +971 4 427 3000 | podcast@motivate.ae

motivatemedia.com

ATHARFESTIVAL.COM

Celebrate Saudi’s Creative Legacy

Athar - Saudi Festival of Creativity is the Kingdom’s platform for the creative marketing community. In honour of Saudi’s creative excellence, the Athar Festival will culminate with an exclusive awards night and gala dinner.

Meet the who’s who of the Kingdom’s creative marketing industry in an informal setting, see the winners of the agency, brand and network of the decade as verified by Cannes Lions and Dubai Lynx, witness the reveal of special awards for the most creative marketers & agencies, and recognise young talent in the region.

Be part of a night to remember!

BOOK YOUR TABLE NOW - ATHARFESTIVAL.COM/AWARDS

AWARDS NIGHT & GALA DINNER CROWNE PLAZA RDC BALLROOM, RIYADH

16

NOVEMBER