Campaign Middle East - October 2023

Abu Dhabi Crown Prince Sheikh Khaled launches new media strategy and vision

His Highness Sheikh Khaled bin Mohamed bin Zayed Al Nahyan, Crown Prince of Abu Dhabi and Chairman of the Abu Dhabi Executive Council, has launched a new vision and strategy for Abu Dhabi Media Network.

The strategy will be in place across all the network’s broadcast, digital and print media platforms. The new media network will aim to create content that showcases Emirati identity and the country’s progress, achievements and developments in order to strengthen its regional and international position.

The media strategy will see the launch of a new unified media centre, Aletihad News Centre, to operate across Abu Dhabi Media Network’s news platforms in different languages.

The newly-launched news centre will cover local, regional and global news across finance, business, economic affairs and sports sectors.

As part of the strategy, a newly-revamped Arabic daily Aletihad newspaper will now be also published in English.

Other than newspapers, the strategy will also cover magazines, television and radio.

Local magazine Zahrat Al Khaleej will support the strategy’s focus on women and families, by highlighting women in the region while Majid magazine and Kids TV will focus on Emirativalues focused educational content for children.

Abu Dhabi’s radio network will broadcast programming in three languages across six segments: news, sports, Emirati affairs, entertainment, education and knowledge and children.

BABYSHOP FREQUENCIES OF PEACE

The new network will deliver educational, informative and entertainment programming for various age groups, as well as media content and news programming for non-Arabic speakers.

The National Media Office also said that Abu Dhabi Media Network’s evolution represents a significant step towards strengthening the national media landscape and the key role it will play in highlighting the UAE’s achievements and ambitions.

The new changes of the Abu Dhabi Media

Network, which reports to Abu Dhabi Media Office, aims to further the development of a national media ecosystem, in line with strategic national interests, and to keep pace with the development of the global media sector.

The new vision and strategy was announced at a launch ceremony on the September 19. The event was attended by several members of the ruling family, as well as sheikhs and senior federal and emirate-level government officials in Abu Dhabi.

McCann opens new global studio

McCann has launched McCann Content Studios, its new global hub for social and creator capabilities. The new studio pulls full-service social and creator strategy and execution under one roof. Its capabilities span creative, audience development, creator partnerships and performance measurement.

The new unit brings capabilities that were previously split across two agencies under IPG into one team. McCann Live previously handled social ITB focused on creators.

McCann Content Studios will absorb both practices and bring their teams together under one roof. It will also take on both agency’s clients, immediately adding Aldi, Converse, Ulta Beauty and the New York Lottery to its roster. The studios aims to simplify the process for clients working on social and creator-led campaigns while providing access to an array of capabilities in one place.

Baby and children retailer Babyshop partnered with creative agency FP7 McCann to launch a campaign called Frequencies of Peace. As part of the campaign, the retailer together with a team from music therapy platform Spiritune, composed a song that could calm, sooth and help children sleep, especially in areas of disaster.

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

His Highness Sheikh Khaled bin Mohamed bin Zayed Al Nahyan at the launch ceremony

New Saudi ad school to launch in Riyadh with focus on cultural sensitivities and local context

players. Therefore, I extend an invitation to all industry achievers to partner with us and join forces to achieve our common goals,” she adds.

As part of its programmes, the school will provide industry-focused training programmes to equip industry talents with skills and knowledge required in the industry. Training modules will also include high-quality specialised education and practical training through industry projects, internships and workshops.

Furthering real-world insights and opportunities, the school also maintains connections with advertising agencies, industry experts, and influential figures to provide students.

The highlight of the school is its focus on culture, where it integrates cultural sensitivities and local context into its curriculum to create campaigns that resonate with and reflect the culture of Saudi audiences.

Saudi Ad School founder Enas is a seasoned professional with more than 18 years of experience in the industry.

Cairo Ad School founder Enas Rashwan has announced the launch of Saudi Ad School in Riyadh. The ad school is touted to be the “first Saudi occupational advertising institute” in the country. It was established with the aim of empowering the next generation of Saudi advertising professionals.

Founder and President of Saudi Ad School and Cairo Ad School Enas Rashwan is a seasoned professional with more than 18 years of experience in the advertising and communications industry.

Rashwan first founded Cairo Ad School to address the gap in specialised education and

training for industry creatives in her region, and now launched the same for Saudi.

“We strive to provide aspiring creative talents from Saudi Arabia with an exceptional platform to learn, develop their skills, and make a substantial impact in the advertising industry while aligning with the ambitious goals of Vision 2030 goals,” says Rashwan.

She has also extended an invitation to industry professionals to contribute to the school in forms of mentorship and partnerships.

“For sure the mission of the Saudi Ad School cannot be accomplished without the significant contributions of industry professionals and key

The Saudi Ad School will focus on four offerings: educational programmes, career development, talent placement recruitment and also a community platform.

The educational programmes will feature courses covering disciplines such as copywriting, art direction, strategic planning, ad filmmaking, branding and digital marketing.

As a community platform, the school will conduct networking events and awards festival with the online platform sources and resources of industry organisations and creative contacts.

The Saudi Ad School will offer both long-term and short-term options such as diplomas (6 months), mini diplomas (3 months), courses (5 weeks), workshops (3 days) and sessions (3 hours) to its students.

The first Pizza Hut metaverse experience brought pizza and Roblox fans together to celebrate their love for pizza through an adventure set in a virtual Pizza Hut world. Fans will be able to explore the virtual Pizza Hut world, wearing exclusive pizza-themed merchandise, while hunting out ingredients to create their favourite pizzas.

ACDelco, GM Motor’s aftersales arm, released a series of songs in several languages to capture the attention of regional audiences. Launched across Saudi Arabia, UAE and Kuwait, the songs are a part of a driving awareness campaign.

Pinterest reveals new product updates and advertising solutions

Pinterest has announced a range of new products and features for users, advertisers and agencies.

The updates will enable advertisers to further tap into the commercial mindset of the audience who come to the platform to find inspiration to take action.

Bill Watkins, Chief Revenue Officer at Pinterest, said: “We are innovating faster than ever before with a robust slate of relevant, personalised products to reach consumers with intent, and we’re building with the goal to be the industry’s best full funnel solution. We’ve made Pinterest more measurable from first impression to last click and we’re excited to share more about our new products that span the consumer journey, all in a more positive place online.”

The roadmap on the platform includes a variety of ad solutions to help brands and advertisers reach the consumers they care about and drive them from discovery to decision to do.

The premiere spotlight on search and home feed allows brands to own premium ad placements on the platform to promote their campaign.

Showcase ads are new interactive ads that permit users to preview and explore a brand’s content by swiping through branded images.

Quiz ads are a deeper level of

personalisation to a brand’s idea. Brands can include up to three questions per quiz to create and show consumers more personalised ideas.

Pinterest has also announced improvements to its Business Manager tool, that helps advertisers automate work streams, and a new creative studio that will give brands a faster way to generate lifestyle imagery for product pins.

Shopping is now integrated across all the core surfaces using mobile deep links and direct links, and

AD Multiply Group buys into Media247

Abu Dhabi Multiply Group has announced the purchase of a 55 per cent stake in outdoor advertising firm Media 247, for AED 225M.

The move follows Multiply Group’s intention to invest AED 184M for the stake in April.

According to a Multiply statement, ‘the acquisition price has been adjusted as a result of the company’s strong financial performance during the first half of 2023, where it overachieved its revenue and profitability targets by about 10 per cent and 37 per cent, respectively.’

ELECTRONICS LIFE’S GOOD WHEN YOU GET MORE LOVE

LG’s new campaign of short videos titled ‘Life’s Good When You Get More Love’ aims to connect the LG family into its customers’ lives by showcasing everyday family moments at home. The series features 10 shorts in a modern sitcom style with a teaser video. Each episode includes families using an LG product. The focus is on everyday family situations that can bring up an opportunity for love gestures at home.

Agency HS Ad MEA Planning Director SeokHyung Moon Creative Director Uni Lee Production house Montage

e-commerce integrations. Mobile deep links help to instantly direct users to a specific page in a retailer’s mobile app, making it easier to shop for products after clicking on a shopping ad.

Pinterest also announced a new collage feature for users that enables them to cut objects out of a Pin and combine them with other cutouts to create interactive collages.

The feature is currently in early testing, and will be rolled out to users globally soon.

Media 247 has an extensive portfolio of over 45 exclusive outdoor premium hoardings, unipoles and 3D structures across prominent locations in Dubai. Its diverse service offerings range from media management and printing services to transit media solutions across the city’s taxi fleet.

The acquisition of Media 247 aligns with Multiply Group’s ‘buy and build’ strategy, which focuses on acquiring profitable companies, fostering portfoliowide synergies, driving investments and boosting scalability and margins.

Multiply Group has been investing in two units: Multiply and Multiply+ and continues to target opportunities across diverse asset classes.

MANIA BRAND REDESIGN

Marketing Mania’s redeisgn is “derived from the order and chaos present in the name”. The redesign aims to challenge the conventions of how an events brand should look and behave. The trade show brings together marketing, creative and technology experts and takes place in Dubai in October. Agency R/GA

The updates will enable advertisers to further tap into the commercial mindset of the audience.

THE MASTER OF WINNING AWARDS ON A SHOESTRING BUDGET

Dove’s Real Beauty Sketches. Burger King’s McWhopper. Iconic campaigns and also the work of Fernando Machado, who has had an illustrious career to date with more than 200 Cannes Lions to his name.

“The work I’m most proud of is that which truly stands out for its design and innovation. I always push to do things that are relevant to people, will be noticed, people will talk about and the press will cover,” he told Campaign Middle East editor Justin Harper.

Machado will be a keynote speaker at the upcoming Athar - Saudi Festival of Creativity, taking place during 13-16 November giving his insights and views on the industry.

He is the former Global CMO of Burger King and, prior to that, Machado worked for 18 years at Unilever, the home of household brands such as Dove and Ben & Jerry’s. Fernando is currently the Global Chief Marketing Officer for NotCompany (NotCo) - a fast-growing plant-based start-up.

While hard to pick just one campaign, Machado is most proud of his Dove Real Beauty Sketches work, which won a titanium GP in 2013 at Cannes. “It was a leap of faith, so different, and we didn’t know if it would work. It was the first one that made the world talk about my campaign.”

By Fernando Machado, Global Chief Marketing Officer

His mantras are ‘creativity on a budget’ and ‘not being afraid’. “At Burger King, we were making more noise than the money we had. Doing that at a startup is a must as I really need to tap into our creativity to build differentiation and awareness for the brand.”

Machado has consistently proved that producing award-winning and impactful campaigns can be done on a small budget, with Burger King, Dove and now at NotCo.

“Here we did a campaign using AI called ‘Old Animals’ which was shortlisted at Cannes and done on a shoestring budget. You have to aim really high when it comes to creativity. That’s how you build brands in my opinion.”

Machado is also a big believer in creativity as a source of competitive advantage. “Most people agree with that but when push comes to shove at times people are more afraid of losing than eager to win”.

But he stresses this is a process, starting off small and getting bolder and braver. “Most people think you have to start with a Superbowl campaign. But start small, it might be a radio campaign, but do it again and do it bigger. Do two or three at the same time”.

As a champion for creativity, Machado gets dismayed by what he calls the “sea of

sameness with so much clutter in terms of information and advertising that gets put in front of you.”

This is because he is passionate about advertising and a big fan of the industry, and the great work being done, even if it’s not his own.

“There is always something great happening whether you are a large or small brand. Even when I was at Burger King, there was always something exciting from McDonald’s or KFC or Wendy’s. It’s great to have competition as it forces you to aim higher.”

ATHAR TALK

At Athar - Saudi Festival of Creativity, Machado will discuss how one can leverage creativity for the good of the brand and business. At the heart of this is overcoming the fear of trying new things and pushing boundaries.

“There are always skeptical people but you can show them the results you are able to achieve. I want to explain the framework that makes the case for creativity.”

Believing in creativity and doing things differently helps a brand stand out. But the reason holding people back from achieving this is fear.

“But it’s not about being fearless. Every time we did one of our breakthrough campaigns I was really scared and afraid. It’s alright to be a little afraid – it shows you are on the right path to doing something unique.”

Machado jumped at the chance to speak at Athar and share his vast experience with a local audience. “It’s amazing to have a festival of this scale, with clients, agencies and technology partners. It is a beautiful opportunity to bring the community together to learn, and inspire, and I’m happy to be part of it.”

Athar - Saudi Festival of Creativity (atharfestival.com), provides a platform for the community to meet, be inspired and elevate the creative industry event. Athar will host more than 1,500 delegates, 300 up-and-coming talent and more than 100 speakers.

The festival will take place at the Crowne Plaza Riyadh RDC and is organised by Motivate Media Group – the publisher of Campaign Middle East, and TRACCS – the largest independent communications consultancy in MENA.

for NotCompany (NotCo)

Fernando Machado has created iconic and award-winning campaigns from Dove to Burger King

TRADEMARK MACHADO

Brand Storytelling, the collective of narratives in a land of possibilities

In the world of business, the story you tell the world time and again is a sign of what type of company you are on the inside. While many marketers and communicators live the hype of brand storytelling, it would be nice to take this a step further and see how these are formed and how they resonate.

A brand story shapes how your customers perceive the value you offer and develops how your stakeholders feel about your brand. This narrative can shoot brands up and smash them down, if not narrated in the right way. With the explosion of media, a brand narrative is now alive with many stakeholders, customers, employees and leaders.

Storytelling while always around, it is present in various forms such as movies, novels, TV series, and digital content. The reason why Marvel is a top brand is because it mastered the art of storytelling to people of all ages and walks of life.

Every brand holds within its core a beautiful story. You do not need to be Apple or charitable TOMS to own a brand story. Every brand deserves a story, and every marcomms professional needs to know how to create one. SMEs and start-ups have wonderful stories too, and when told right, they help them earn their shares and raise their funding.

Conversations on brand storytelling have been making headlines for years, but I never truly understood it myself until I read a handful of books and blogs about it. A brand story is the collective of narratives that live within a collective of possibilities.

customer as the hero, it can take on any length and form. Your heroes will narrate your brand stories.

Here are some possibilities that shape a beautiful narrative about your brand:

Emotions: Humans relate to stories with emotions. Our brains enjoy and resonate with a flow of events when told in a story format. Brands that connect with customers emotionally live longer in the lives of their customers. While one would argue that business stories cannot be as dramatic and sensory, marketers know better that this can be done.

Persuasion: Convincing customers to purchase your offerings, rallying employees around a new strategy and securing partnerships all demand effective persuasion. Despite the critical importance of persuasion, many executives face challenges in communicating and inspiring by becoming entangled in corporate jargon and hyperbolic messages from the corporate communications department. Even meticulously crafted endeavours are frequently met with scepticism or outright rejection.

Humility: In the realm of brand storytelling, humility emerges as an invaluable virtue. It’s the willingness to apologize sincerely, acknowledging missteps and embracing the notion that one doesn’t possess all-encompassing knowledge. Acknowledging a shortfall also nurtures an atmosphere of trust, facilitating a more authentic brand narrative.

Walter and Jessica Gioglio define brand storytelling as the art and techniques that facilitate an emotional response and establish meaningful

that many marketers have mastered, and stories are referred to by the authors as the in your corporate feed, corporate engagements, blog posts, CEO speeches, and other narratives

In their book The Laws of Brand Storytelling, Ekaterina Walter and Jessica Gioglio define brand storytelling as the art of shaping a company’s identity using narratives and techniques that facilitate an emotional response and establish meaningful connections. They reference macro stories and micro stories. Macro stories are ones that many marketers have mastered, and they live in corporate profiles, marketing campaigns and press releases. Micro stories are referred to by the authors as the ‘always-on approach’ to continue building on the macro story. These live in your corporate feed, corporate content, social community engagements, blog posts, CEO speeches, and other narratives such as customer testimonials.

Experiences: Happy customer experiences play a pivotal role in the intricate tapestry of brand storytelling. Each positive interaction becomes a chapter, reinforcing values and identity. These experiences are living testimonials, echoing the core message and connecting the audience with the brand. Customers in this relationship become loyal advocates and characters in the brand’s growth.

Leadership: Effective leadership is at the core of a company’s skillset, inspiring and driving performance. Leadership also encompasses the art of communication, carrying the weight of a brand’s identity and core values. By establishing a two-way dialogue, leaders can ensure that their words and actions resonate not only internally but also externally, creating a powerful synergy between the brand’s narrative and the leaders’ vision.

a brand story is to shift your

The best way to understand a brand story is to shift your mindset from a ‘story’ to a ‘storytelling’ approach. If your brand story keeps your

The resonance of a brand story lies in its power to shape perceptions, connect emotions and build lasting relationships. As narratives intertwine with possibilities, brands find their voices through emotional engagement, persuasive prowess, humble authenticity, lived experiences, and visionary leadership, forging a collective narrative that fuels a brand success into a land of great possibilities.

By Marwa Kaabour, best-selling author of Marketing & Communications on the Job and Head of Marketing & Communication at Al Masaood Group

Every brand holds within its core a beautiful story, says Al Masaood Group’s Marwa Kaabour

“Our brains enjoy and resonate with a flow of events when told in a story format”

McDonald’s been busy across the UAE working on partnerships and sponsorships. Campaign Middle East spoke with McDonald’s UAE Senior Marketing Director Hassan Abouezzeddine to find out more.

“Throughout our journey, we’ve nurtured partnerships that we truly cherish, embodying our commitment to make a positive impact on our local community and we actively seek collaborations that yield lasting significance,” he said.

This includes a long-standing connection with Emirates Environmental Group which spans over a decade, during which the fast food chain closely collaborated on a range of environmental initiatives, including tree planting, can collection and the Clean UAE program.

McDonald’s UAE also has an ongoing partnership with Emirates Red Crescent, through which it has effectively raised more than AED 1.8 million to provide support to those in need in the UAE.

Most recently, it launched the McDonald’s Junior Padel Academy that paved the way for partnerships with diverse padel clubs across the UAE. The academy makes padel, the world’s fastest growing sport, accessible to kids aged 8 to 12 years old, giving them the opportunity to sharpen their skills, have fun, socialise and grow while learning everything about padel from the best coaches in the UAE.

PERSONALISATION

In its restaurants, McDonald’s is continuously enhancing personalisation within its menu strategy. “Our approach revolves around infusing a sense of novelty and excitement by introducing seasonal and limited-time offerings. These offerings are meticulously crafted to resonate with the individual preferences of our customers throughout the UAE,” said Abouezzeddine.

“Let’s consider the introduction of our Rice Bowls. Recognising the local penchant for rice, we embarked on a journey to curate flavour-rich rice dishes. The outcome of this endeavor was a resounding success during the trial phase, as the offering resonated harmoniously with the tastes of our McDonald’s enthusiasts across the UAE.”

Drawing inspiration from customer feedback, three of these rice dishes have secured a permanent spot on its menu, solidifying their place as beloved favourites among McDonald’s diverse customer base.

It also embraces personalisation through self-ordering kiosks, providing customers with a customisable and seamless dining experience.

CHANGING NEEDS

McDonald’s UAE has embraced a customer-centric approach, and places great emphasis on improving the customer experience and convenience.

One way is through updates to the McDonald’s App, ensuring a smooth experience whether it’s for customers in a

rush who want to order ahead, those seeking table service, individuals who prefer drive-thru pickup or those who want their meal delivered to their doorstep.

The app also includes a loyalty rewards programme that allows customers to earn rewards points and redeem them for their favourite menu items.

Recently McDonald’s introduced a curbside order pick-up service at its Umm Suqeim restaurant, with plans to expand this convenience across the UAE. “This service allows our customers to place their orders through the McDonald’s App and pickup from dedicated parking spaces without having to leave their cars, seamlessly blending technology, and convenience to enhance their overall experience.”

AWARD WINNERS

McDonald’s collaborated with the Emirates Driving Institute for the Dubai Lynx Grand Prix winning Drive-Thru School campaign. “We recognised the increasing popularity of the Drive-Thru service, and the simple truth of the challenges new drivers face while navigating them,” added Abouezzeddine.

McDonald’s designed a programme that placed a realistic-looking drive-thru school within the driving practice circuit of Emirates Driving Institute. This allowed students to learn how to navigate a McDonald’s Drive-Thru in a safe and controlled environment. “The setup was identical to our actual Drive-Thru, providing new drivers with valuable hands-on experience and insights into successfully navigating these lanes.”

Another award-winning campaign was the McDonald’s swings stunt, where it strategically placed swings throughout the city of Dubai. The McDonald’s swings, settled under the iconic Golden Arches, and provided “a delightful escape for countless passersby” in locations including Media City, Internet City,

Knowledge Village and Kite Beach. “By offering this opportunity for playtime, we aimed to help people momentarily step away from the everyday stresses of life.

“This was driven by our desire to restore the joy of childhood among UAE residents, aligning with our commitment to establish genuine connections with our community.” As a result of the campaign’s success, McDonald’s UAE picked up an award from Dubai Lynx in the Outdoor category - Gold and Brand Experience and Activation – Silver.

The fast food giant is busy adapting to customers’ changing demands, writes Campaign Middle East editor Justin Harper

The days of consumers feeling like their interaction(s) with a brand was transactional and insincere is largely outdated and soon to be phased out. A similarity to a single serving friend (someone you meet in a line waiting to be served), where that companionship is short-lived and transactional. But transactional encounters are quickly morphing into more important and prolonged dialogues between brand and consumer – a true and meaningful value exchange and the driver to that relationship is personal data.

Traditionally, a brand’s marketing calendar was constructed at the beginning of the year. The large spreadsheet that visually details all those activities is nicely organised and colour-coded. Within that overview, the marketer has a nicely-developed sequence of campaigns that fall off the back of that master annual plan – allotting space for ‘ad hoc’ campaigns. The consumer receives these predefined messages and experiences as per the plan. In monthly meetings,

management reviews how the campaign performed, seeing if an activity can somehow be replicated or disseminated into other activities for maximum yield on ROI based on various cohorts and target groups.

TODAY’S CONVERSATIONAL MARKETING

Personalisation is no longer a value-add service of a brand going above and beyond.

It’s now considered a reasonable expectation, with not much thought into the effort required to make personalisation happen. A consumer’s first party data (data collected and owned by a commercial entity) is becoming an essential (and reliable) source of data that can be used to augment and enable real-time experience personalisation, to shape and mould the next best brand action for the consumer.

WHY IT’S GETTING COMPLICATED

Our ability to manage digital consumer identities is increasingly becoming a challenge due to the sunsetting of third-party cookies, further measures in data privacy and limitations to CRM journeys planning and web-based data signals. The most recent example is through manufacturer’s restrictive measures (for example Apple iOS 17 Link Tracking Protection). That’s why, based on Deloitte’s Global Marketing Trends 2023, 61 per cent of high growth companies

are shifting data strategies to incorporate first-party data to enrich their data ecosystem and subsequent personalisation and real-time engagement strategies. If brands do not consider first party data as a critical element to marketing activities, the following issues will likely come up:

Sub-optimal media targeting and inefficient spend

Manual on-site content orchestration that does not support real-time personalisation and therefore lower conversation rates

Lost sales and/or ill-informed discounting at point of sale resulting in decreased margins

Lapsed customers and poorly-executed cross and upsell for current customers

To deliver consumer-led communication is no small task, it requires a plethora of subject matter experts that pay into a larger value chain. To re-think how to incorporate first-party data into the digital eco-system requires a total rethink to the digital strategy.

UNLOCKING VALUE

The data value chain is increasingly important because it virtually connects touchpoints through the entire marketing funnel, in what is often referred to as a data lake, or Common Data Platform (CDP). This forms the ‘data backbone’ towards the company’s data ecosystem, which in turn will

enhance the CRM programme and overall identity management strategy.

FOCUS ON PROGRESS

To deploy a robust data strategy that is centred on identity and first-party data management, four broad buckets need to be considered:

Data: Ensure your data is compliant with privacy and consent-based data collection, attached to a single customer view - one customer record.

Tactics: Develop a Martech and data foundation strategy to ensure you can scale operations. Data audit and cleanse to understand the quality and quantity of data and improve performance.

Decisioning: Being able to decipher what the customer needs are at ‘moments of truths’ within the brand’s touchpoints, that have feedback loops in place to improve experiences.

Tactics: Conduct a cross-department customer experience mapping exercise to

identify opportunities and friction points within the customer journey – starting small and scaling.

Design: Build personalised and creatively rich experiences through tools and methodologies such as Dynamic Content Optimisation (DCO).

Tactics: Perform a content analysis and process definition to enhance omnichannel content delivery, also looking at technical solutions that fit resourcing requirements.

Transformation: Data-driven organisations are centred on the customer needs. Develop new ways of collaborating to drive lasting change and ultimately further business growth with the total customer lifetime value (TCLV) in mind.

Tactics: Progressively enhance the operational model and ways of working to drive efficiency and effectiveness both agency and client side.

Transformation is never easy, and to consistently drive change teams (client and service provider together) need to celebrate and socialise wins, learn and democratise learnings in an open and transparent environment. Build a learning environment that fosters direct communication.

By Curtis Schmidt, President and Chief Growth Officer MENA at RAPP

A brand’s role is a key part of the consumer experience but how that manifests itself is consumer led, argues RAPP’s Curtis Schmidt

REGIONAL CANNES

LIONS WINNERS CELEBRATE AWARDS SUCCESS

Motivate Media Group and Motivate Val Morgan hosted this year’s winners from Cannes Lions

Celebrating this year’s winners at Cannes, Motivate Media Group and Motivate Val Morgan, official UAE representatives of the Cannes Lions Festival of Creativity, hosted an awards ceremony on September 12.

This year’s Cannes Lions marked significant milestones for the region. Impact BBDO’s chief creative officer Ali Rez was appointed as the first-ever Jury President from the MENA region.

As part of the awards ceremony, Motivate Group’s Managing Partner and Group Editor-in-Chief, Ian Fairservice and Motivate Val Morgan’s Chief Operating Officer, Avinash Udeshi presented the Lions to the winning UAE agencies.

The UAE also boasted the largest contingent of jurors to preside over a single festival, which consisted of 18 jury members in total.

This year’s edition also saw almost double the entries submitted, rising from 358 last year to 640 this year across 22 UAE agencies. Of the total entries, 81 were shortlisted and 21 were awarded Lions including 1 Grand Prix, 1 Gold, 6 Silver and 13 Bronze.

The UAE also won awards for the first time in the categories of Glass: The Lion for Change, Entertainment for Music and Creative Data.

The award ceremony was attended by winning agencies Havas Middle East, Saatchi & Saatchi, Leo Burnett, FP7 McCann and Impact BBDO. And Us collected its Lions, 1 Silver in Health and Wellness and 2 Bronze in Design. Havas Middle East collected its Bronze Lion, awarded for the PR category.

Publicis Groupe’s Saatchi & Saatchi took a double Bronze in Health & Wellness and Creative Commerce while its sister agency, Leo Burnett, took a double silver for Creative Commerce and Creative Strategy.

FP7 McCann received the largest number of Lions, 2 Silvers for Creative Data and Outdoor and 7 Bronze in the categories, Brand Experience & Activation, Direct, Entertainment for Music, Industry Craft, Media, Outdoor and Radio.

Impact BBDO was awarded 1 Grand Prix for Print & Publishing, 1 Gold for Glass: The Lion for Change) and 1 Bronze for Creative Strategy.

Impact BBDO also received its trophy for the MENA Network of the Year for the fifth year in a row. Also present at the event was And Us’s Jonathan Cruz, part of the Young Lions Digital Competition UAE team with Saymon Medeiros, and Chloe Salloum from American University in Dubai who represented UAE at the Roger Hatchuel Academy student programme.

The evening featured a round of networking over refreshments and featured speeches from Ali Rez, Jonathan Cruz and Chloe Salloum, followed by the presentation of the awards to the winners.

Rez, in his speech on being picked as the first-ever MENA Jury President, said, “This is the opportunity for us to keep this going. Hopefully, Cannes keeps picking jury presidents from here. Not one, maybe two next year, maybe three the following year. But that will only happen if we get more of these [lions] home.”

Motivate Media Group’s Ian Fairservice hands MENA Network of the Year trophy to Impact BBDO’s Dani Richa and team

FP7 McCann’s Tarek Miknas (left) and team with their nine Lions

Havas team picks up its Bronze Lion award for the PR category

Publicis Groupe’s Saatchi & Saatchi team collects its double Bronze

Double Silver winners Leo Burne with its metals

Digital Transformation: The CONNEC+ Approach

In the face of unparalleled challenges posed by the global pandemic, industries spanning the spectrum found themselves compelled to reassess their operational frameworks and accelerate their efforts towards digital transformation. The marketing and advertising sector was no exception, swiftly embracing the new normal by leveraging technological prowess to maintain relevance and engagement within a constantly evolving landscape. In hindsight, it becomes unmistakably clear that digital transformation is not just a story of adjustment; it encapsulates a proactive mindset, transcending passive processes.

At Cheil, this essence is encapsulated in what we proudly refer to as “CONNEC+.”As we move through 2023, we reflect on what has worked for us, what lies ahead, and what digital transformation truly means to us.

PEOPLE AT THE HEART

In the grand tapestry of digital transformation, it’s easy to become enamored with the technological marvels that drive change. Yet, as I reflect on our journey, it becomes clear that the true architects of this transformation were not lines of code or algorithms, but the people. Individuals whose agility, collaboration and adaptability were the true driving force.

When the tides of change tested our mettle, it was the people within our organisation who rose to the occasion. Their ability to swiftly pivot, to reimagine processes, and to align diverse expertise into a harmonious symphony was the essence of our success. While technology provided the tools, it was people who wielded them with ingenuity and vision, connecting previously isolated silos into a united front against uncertainty.

In the realm of digital transformation, it’s easy to assume that there’s a singular right answer—an algorithmic elixir that solves all problems. But the reality, as we discovered, is far more nuanced. It was our teams’ understanding that there wasn’t a predefined formula for success that paved the way for true innovation. They embraced the idea that solutions evolve, that the journey itself is part of the destination. This acknowledgement of uncertainty fostered a culture of exploration, where new ideas could flourish, and breakthroughs could emerge.

DATA-DRIVEN MARKETING

relevant throughout. Furthermore, we understood the importance of data and introduced Cheil Optimizer, an integrated solution to consolidate disconnected data and discover consumer insights. Reflecting on this transformation, it’s evident that it not only primed us for data-driven marketing but also ingrained it as a pivotal ground zero for consumer insights and messaging.

CHANNELS AND EXPERIENCES

Social media platforms evolved from being mere channels of communication to becoming dynamic marketplaces. Our introduction of live commerce took consumer engagement to unparalleled heights. By merging entertainment and shopping, we unlocked a new realm of possibilities. Audiences could now actively participate in product interactions, receive real-time demonstrations, and make purchases seamlessly. This marked a paradigm shift in how brands and consumers interacted in the digital sphere. Offline product launches, once a staple in the industry, underwent a radical transformation as physical gatherings became impractical. Undeterred, our team harnessed the potential of virtual platforms to create immersive and memorable product launch experiences. Through cutting-edge technology, we engineered novel ideas that not only engaged audiences but also elevated the brand-consumer connection. This shift marked a watershed moment, showcasing our ability to adapt, innovate and captivate, even in the most challenging of times. At the core of this transformation was transitioning offline experiences to online. However, it was more than just digitisation; it was about redefining channels to create relevant experiences.

RETAIL INNOVATION

The concept of traditional retail transformed overnight, prompting us to redefine the rules of engagement. Our innovative field force management team seamlessly transitioned offline operations to the virtual realm. As e-commerce became the primary mode of purchase, we adapted swiftly to monitor e-tailers and their online activities, ensuring our clients remained at the forefront of this digital revolution. To this day, the team leads the industry with fully digitised platforms such as Retail Onsite. Looking back, retail innovation was a result of persistent individuals who redefined the game.

The pandemic brought a clear shift in consumer behaviour and mindsets. Data emerged as the guiding light to navigate these uncertain times. In contrast, pre-pandemic days were all about demographics and pre-defined target groups with somewhat predictable messaging. We used data to re-adjust our communications and find new segments. The key was to quickly adapt to the ever-changing landscape. With Dynamic Creative Optimization (DCO), we were able to test and tailor messages constantly, which kept us

messages constantly, which kept us

While the pandemic has concluded, a vital lesson remains—a culture, more precisely. Digital transformation is not a passive programme; it’s a perpetual journey, and it’s imperative to acknowledge that the true catalysts of digital transformation are the individuals who power the change. This is the culture that “CONNEC+” is built upon.

digital transformation are the individuals culture that “CONNEC+” is built upon.

All credit goes to those who drove change during the pandemic. Digital transformation resides in individuals, not technology alone.

All credit goes to those who drove not technology alone.

Tyler Yeom, Group

MEA

Director,

Integrated Campaign, CHEIL

It is not a passive programme but a perpetual journey, explains Cheil’s Tyler Yeom

It seems like only yesterday that the metaverse was the hottest topic in town. Mark Zuckerberg rebranded Facebook to Meta, Balenciaga and DKNY staged fashion shows in the virtual world Decentraland, and Disney assembled a 50-strong metaverse team.

It was amid that exciting atmosphere that Pickl took its first steps into this brave new world. While much about the metaverse was still shrouded in mystery - even those already involved in it struggled to define what it currently was or what it could be - the buzz about it was palpable and as a brand that likes to push boundaries, we knew we had to be involved.

Internally it ignited spirited discussions about the limitless possibilities of virtual worlds and what we could achieve in them. Digital Pickl restaurants where you could order your food for delivery alongside friends in different locations and all enjoy it simultaneously? Amazing! The Pickl of our wildest dreams that floated in the air and was guarded by a fire breathing dragon. Why not?

After all, the likes of Nike and Adidas were jumping on board the hype train, the metaverse was being closely linked to currencies like Bitcoin, and McKinsey was saying that the metaverse had a potential value of $5 trillion. Yes, trillion with a T.

So we took it very seriously. We had experts come to our Dubai HQ and advise us on potential strategies, helping us to decide which of the multiple metaverse worlds would work for us. We spoke with digital designers who could help us bring our dreams to life - for a sizable fee.

But warning signs started to appear. Active daily user figures in Decentraland were rumoured to be less than 100. When we visited virtual restaurants from global fast food brands, we found empty shells with nothing interactive to engage with. We couldn’t see the boundary-pushing technology we were promised, and if we couldn’t do it right, we didn’t want to do it at all.

Then we had a stroke of luck. Like us, local UAE bank CBI had its own metaverse ambitions. Having built the world’s first virtual retail branch in Decentraland, CBI’s pioneering digital team wanted to create a metaverse experience for visitors to their stand at GITEX. Even better, they had seen Pickl’s metaverse intent and were keen to have us on board as a fellow homegrown success story. Discussions between us moved quickly as we realised that combining CBI’s metaverse know-how with our desire to push boundaries, we could create a true world first digital-to-physical virtual experience.

We worked together to create a replica Pickl restaurant that wasn’t just a static shell, it allowed GITEX visitors to enter the metaverse at the CBI booth, actually interact with the restaurant counter and place an order that would then be delivered to them in-person. It was a great success, with hundreds of burgers served across the four days it was running.

But what was clear to us was this was the best we could do - it could only ever work in a bubble, the technology to make it a living, breathing, significant part of your life the way the internet is, is still a long way from existing. The metaverse has potential, but it is nowhere near ready for actual practical use. Having achieved what we set out to do, we put a pin in it, hoping to return once the technology caught up with our ambitions.

A year on and Meta has $14 billion of metaverse losses (so far), the sparsely attended luxury catwalks are a thing of the past, and Disney’s metaverse team has been completely disbanded with all staff laid off.

The buzz around the metaverse has faded away - Google Trends shows it dropped from 2.1m monthly searches at the start of 2022 to under 200,000 now. I’d say we got in and out at the right time, while Meta has made a $30 billion gamble that it’ll come good. It remains to be seen if it will pay off.

With the metaverse relegated to the scrap heap, artificial intelligence is now the talk of the town. OpenAI has made ChatGPT the most hyped tech in the world. Artificial intelligence may not be as flashy as the metaverse and its fashion shows or art auctions, but it’s much more effective for both people and businesses. While the metaverse shouts and demands attention, ChatGPT does its work quietly in the background, helping marketing departments run social media or your finance team automate reports and analyse data.

While we’ll return to serving Pickl’s virtual burgers at some point, for now we’re beefing up our focus on other emerging tech.

By Simon Ritchie, comms director at Yolk Brands (which operates Pickl and Bonbird restaurants)

Yolk Brands’ Simon Ritchie gives Campaign Middle East his honest appraisal of the current limitations of technology and the metaverse

The 7Ps that are key to your transformation mix

Innovation comes from adopting the new but also in optimising the existing, says EssenceMediacom’s Burt Reynolds

“Change is the law of life and those who look only to the past or present,are certain to miss the future.”

John F. Kennedy

Since the last time I penned my thoughts on digital transformation in Campaign, there has been a sea-change, with it evolving from being an umbrella (and some would say utopian) concept to a reality that has ushered us into what is rightfully the 4th Industrial Revolution.

As marketers, we are first-hand witnesses to how this has gear-shifted the dynamics and inter-play between consumers and brands.

This leveling-up means that marketing in the modern era is no longer just a function of creativity and brand management but is undeniably tied to technology, innovation and most importantly, business outcomes.

And as hype-cycles (80 per cent + of which dud out) become more commonplace there is a lot of high-pitched noise: Which tool to use? Which technology to buy? Where to invest? How to navigate the vast sea of information? It’s a whirlwind, and even experienced marketers can find themselves overwhelmed.

‘Crawl, walk, run’ is a mantra I often recite to clients within our consulting practice. But today, I’d like to simplify and articulate it into inputs and outputs for a framework you could use in your go-to-market.

Who doesn’t love a little alliteration? So in true marketing tradition here are the 7Ps that are key ingredients to your transformation mix.

PEOPLE

An obvious, but often ignored one – we often forget that marketing is, after all, a people game. While we have our targeting, automation and data, ultimately, we are in the business of communicating with people and selling to people and that’s literally driven by people. The pandemic if anything has been a wake-up call on the significance of people and finding meaningful ways for everyone to work together.

In a nutshell, when the organisation invests itself on transformation – this needs to come from a place of inspiring and empowering its people.

PURPOSE

Building on the people element – the most powerful additive is when we channelise opportunity by being purposeful. When organisations top-down articulate the feel-state of how our end-consumers need to be at, it translates into a greenfield offering that resonates. Technological transformation becomes the enabler.

PASSION

I’ll be the first to admit that given the redefinition of work in the past three years - WFH, WFO,

WFA, hybrid – galvanizing teams towards a transformation agenda is difficult. But, alongside there have been opportunities to elevate the passion and enthusiasm among teams through humanistic themes such as DEI, ESG and ethical marketing. There are salient levers, when done right.

PARTNERS

Working within a partner ecosystem is perhaps the most congruent way to accelerate on your trajectory whilst leveraging the knowledge and capabilities of others.

Today technology has become composable, which means that you are not locked-in to or bound by relationships, however, the ones you get into need to be assessed with a long-term horizon lens.

PROCESS

The modus operandi for most successful companies that are leading charge is simple – transformation that is easily transferable, adaptable and incrementally scalable. This arises from the ground-truth that the technology of today is rooted in ‘convergence’. It is prudent that we process-map our principles and workflows as a framework that allows for this.

PLATFORMS

They are our vantage points; whether they are part of your tech stack or limited to downstream activation endpoints. The biggest challenge and opportunity we have is in de-commoditising by how we orchestrate the value exchange. If we go beyond the standard offering, there are significant opportunities that can be pipelined either natively or through the layering-on of SAAS technologies.

PERFORMANCE

Ultimately, any digital-enabled transformation must be a value driver. In the end, what we want to measure is its value and prove that it’s the right thing to do. And this pointedly brings us to a tangible outcome-driven framework for businesses.

Time-to-value: test, fail, learn; but, fail fast. This is of essence as transformation projects gain momentum. Businesses should be able to quickly recognise the value within expected growth cycles.

Time-to-market: feasibility of realising the opportunity for the serviceable market is crucial to ensure that we are unbundling the right value, at the right time.

that the

Time-to-maturity: This lends itself to ensuring that transformation initiatives are putting the brand ahead of the curve; and becomes not just a critical differentiator against the category, but also establishes a platform for the brand to pivot from.

the complex dance between marketing and we

As we continue to learn, unlearn and navigate the complex dance between marketing and digital transformation, it is imperative to understand and leverage the tools and technology we already have. Innovation comes from not only adopting the new, but also in optimising the existing.

Burt Reynolds, Chief Data & Technology Officer, EssenceMediacom, a GroupM Company

If I’m going to spend most of my year traveling for business, I might as well enjoy it. My choice of hotels is influenced by several factors: Loyalty programme, staff friendliness, cleanliness, convenience and price. This time my experience was taken to a whole new level! I was prompted to download the hotel’s mobile app; I hesitated at the beginning not wanting to go through another app fatigue, and to avoid being bombarded with promotions and notifications.

That day, and 12 hrs before my arrival time, I received a notification on my newly downloaded app, “Dear Rabih, as an Elite customer you can now check into your room and get your digital key card without going through the front office”. I rushed to check in and get hold of my digital access card. Next day I land at the airport and receive a welcome message from my hotel, informing me that the room is ready. It felt

needs. Owning such data, coupled with the fostering of new technology, would allow brands to gamify experiences and reach web3 and the metaverse.

WE’RE NOT ROBOTS

For me, there’s no question about it; humans and machines are evolving to work together, and the results will be remarkable: improved quality of service and optimised personalisation and customer loyalty through frictionless experiences.

Starbucks, for example, applies the Digital Flywheel programme, which merges digital and physical customer interactions and centers them around rewards, personalisation, payments and orders. Each interaction with the end user generates qualitative and quantitative information and data to provide insights on where and how to create new value and turn in the next round of innovation. That’s

great to skip the long waiting lines on check-in. An extra perk was seeing that I was automatically upgraded to a higher loyalty status. That was not only delightful, but it also reminded me of the power technology has to drastically enhance customer experience in sectors that were built around human service.

DIGITAL TRANSFORMATION

The Middle East is at the forefront of global digital transformation initiatives. While Dubai leads as one of the world’s top 10 metaverse economies, as well as a global hub for the metaverse community, Saudi Arabia plans to invest more than $6.4 billion in future technologies, including esports and gaming. Moreover, this market is witnessing an unprecedented rise in investments in loyalty programme upgrades. In Saudi Arabia alone, 65 per cent of banks have revamped and upgraded their loyalty and rewards programmes in the last year.

Being in a market with the highest youth population in the world - with more than 50 per cent under the age of 25 in GCC alonebrands are doing a deep dive analysis into customer data, from transaction and behaviour to prediction using Machine Learning and AI tools to be more relevant and personalised to meet the new customer

specifically how the brand is able to drive so much value from a relatively small portion of customers, 13.3 million active reward customers compared to a total of approximately 75 unique customer visits to their stores each month.

REWARDS 3.0

A recent survey of more than 200,000 loyalty and rewards programme members for Related, showed that more than 85 per cent of members are looking for fun, instant and engaging ways to benefit from exclusive rewards and experiences with their brand. Yet, more than 70 per cent of businesses want to create new revenue streams outside the legacy business, appeal to a younger target audience and want immersion into web3, specifically with the internet moving into a cookie-less future

and web2 solutions quickly becoming ineffective. Rewards 3.0 will help both brands and consumers achieve these objectives.

How can we create them and tap into the next layer of engagement infrastructure? This is where NFTs kick in, the latest twist to customer engagement and a favourite crowdpleaser. The beauty of non-fungible tokens is that consumers will own a one-of-a-kind digital asset with real life utility that appreciates in value with time, giving the consumer a sense of exclusivity and status. Brands that capitalise on this opportunity will have a better position to immerse organically into web3. They will also innovate limitlessly with their rewards offering and tap into new levels of customer loyalty by building strong bonds with their community.

With tech being the main driver of successful loyalty programmes, its early adoption will allow brands to be part of the new future of rewards. The next time these technologies are being discussed in a business meeting, embrace it, join in the conversation and be well-informed. In the end, I can’t help but wonder, could we be looking at a new loyalty world soon?

By Rabih Farhat, Founder & Managing Partner at Related

The Middle East is at the forefront of global digital transformation initiatives, says Related’s Rabih Farhat

‘‘THE LATEST TWIST TO CUSTOMER ENGAGEMENT AND A FAVOURITE CROWD-PLEASER’’

What does digital transformation look like, really?

It’s the year 2026.

The UAE stands as a shining example of what a nation can achieve through relentless dedication to digital transformation. Just 365 days ago, the UAE celebrated the realisation of its ambitious Digital Government Strategy, and the landscape of the country has never looked more promising. As we reflect on the remarkable progress made, it becomes apparent that the UAE is not merely embracing digital transformation; it is setting the global standard for what the future holds.

Digital transformation has long been the driving force behind the UAE’s government and organisational operations. By 2026, it is clear that the concept of ‘transformation’ has evolved beyond its initial stages. The UAE is now contemplating what lies beyond, as the nation stands on the brink of completing its digital metamorphosis.

One of the most remarkable achievements of the UAE’s digital journey is the seamless integration of government services into our daily lives as citizens and residents. The landscape is dotted with digital platforms and apps, providing effortless access to a wide array of services encompassing healthcare, education, transportation and government transactions. A trend that proceeded to materialise with the launch of the Abu Dhabi Program for Effortless Customer Experience in March 2022, and it has since evolved into a way of life.

In this digital utopia, access to government services is widespread, leaving no one behind. However, this accessibility is not merely a matter of convenience; it is supported by a robust and resilient digital infrastructure that can withstand the ever-present threat of cyberattacks. The UAE understands the paramount importance of ensuring critical service continuity in any circumstance, and its preparedness sets a global benchmark.

The UAE’s government strategies and operations have been meticulously tailored for the digital age. This entails

not only the efficient use of technology but also a keen adaptation to evolving digital trends. Artificial intelligence (AI), blockchain, and the Internet of Things (IoT) are not just buzzwords; they are integral components enhancing services and driving innovation across sectors. Crucial to this transformation is the wealth of data. This data is not just stored; it is utilised for informed policy decisions, predictive analytics, and superior service delivery.

today with automated chatbots and immediate responses.

Virtual-ity:

Users already have the ability to explore a plethora of products and experiences online. They can even virtually try on products before making purchase decisions. This means that local brands and experiences from the UAE now have effortless access to global markets, expanding their reach like never before.

AI-generated content:

AI tools have become indispensable for marketers. They streamline content creation processes and, when combined with the wealth of available data and machine learning capabilities, open up endless possibilities. Marketers in the UAE have harnessed AI to produce compelling and personalised content at scale.

So how does the marketing world look like in 2026 given all of the above?

It’s safe to say that this world went through significant changes and innovations, primarily:

Data-driven marketing:

Marketers now have unprecedented access to a vast reservoir of data. This wealth of information enables them to create highly targeted and personalised campaigns. Predictive analytics are employed to anticipate consumer behaviour and identify emerging trends, allowing for precision in marketing efforts.

Hyper-personalisation:

With data-driven marketing, the UAE has entered an era of hyper-personalisation. Campaigns are finely tuned to address different audience segments, preferences, and behaviours. Real-time engagement with customers is the norm, akin to the seamless interactions we see

Marketing in the UAE in 2026 will be marked by data-driven precision and content dominance, e-commerce growth, sustainability and a focus on ethical practices. It will be an era of innovation, where brands that can adapt to evolving consumer preferences and technological advancements will thrive. The UAE has shown us that with unwavering commitment, visionary leadership, and an unquenchable thirst for innovation, we can create a future that is not just digital but also transformative and boundless. The UAE’s journey is a testament to the limitless potential of human ingenuity in the digital age, and the world watches in anticipation of what lies ahead.

As we stand in the year 2023, the question here is: Have you prepared for 2026?

It has long been the driving force behind the UAE’s government and organisational operations, says Boopin’s Zeena Kurd

By Zeena Kurd – Social Media & Comms Director at Boopin

“Marketing in the UAE in 2026 will be marked by datadriven precision and content dominance”

7 steps to avoid obstacles along your digital transformation journey

Data and people are the secret sauce, says Reprise Digital MENA’s Alan Azar

This is shaping up to be another significant year for MarTech. Key trends such as customer experience, marketing automation, data privacy and AI are poised to continue to shape the landscape. A recent survey conducted by Martechvibe, surveying over 450 marketing professionals and CMOs in the Middle East, unveiled intriguing insights. Notably, 64 per cent of marketing budgets are now allocated to technology, with an impressive 89 per cent of CMOs weaving various tools and data into their strategies. Furthermore, 59 per cent of organisations are harnessing real-time data to steer their marketing decisions, while AI and Machine Learning (AI/ML) feature prominently, with 25 per cent of CMOs embracing these innovations. However, amid these strides, significant unspoken obstacles persistently hinder digital marketing transformation. These challenges encompass the dismantling of data silos, the navigation of complex data privacy regulations and the unlocking of AI’s potential, particularly Generative AI technologies. A separate global study from 2022 revealed a worrying issue: 60 per cent of senior leaders expressed concerns about the anticipated return on investment (ROI) from their digital projects, primarily due to sluggish technology adoption among end users.

The concept of the ‘network effect’ holds particular significance within an organisation’s MarTech ecosystem. The more interconnected MarTech is with data sources and cross-functional teams, the greater its value becomes, growing exponentially. To overcome the unspoken barriers and expedite the adoption and realisation of value, here are some valuable suggestions: Ensure leadership buy-in and active support: This is crucial and needs to be carefully managed throughout. Encourage leaders to set expectations for the entire organisation to use data as a strategic asset to achieve high-level objectives across departments and agree on what success looks like. Leadership’s main concern will be whether these initiatives will deliver the expected ROI and competitive edge within the right timeframe. For this reason, their sponsorship is needed to ensure teams collaborate, adopt quickly and break from old habits.

Build functional expertise: This includes education and training on 1) tools and data that have already been adopted and 2) exploring other technologies that would complement the existing stack. Stay on top of industry trends and emerging technologies, meet tech vendors to better understand their offerings and consider working with a partner that operates as an extension of your team.

Encourage collaboration between teams: This starts by understanding the objectives of each team and their challenges. There may be overlapping responsibilities, so setting ways of working and boundaries helps each team focus on the areas they need to, while establishing the common ground to collaborate on and pledging a genuine commitment to conflict resolution when it arises.

Emphasise data governance and hygiene: The consequences of neglecting data best practices might be disregarded by individuals in different departments. This can significantly hinder the efficiency of downstream functions, particularly for marketing teams and data scientists who depend on well-organised and clean data. Clear communication is essential to explain the impact of data governance and hygiene across your organisation. Plan for milestones: It’s easy to get distracted into the day-to-day tasks and deliverables, to then look back later in the year and wonder what was achieved. Digital marketing transformation is a multi-year journey, with certain initiatives taking up to 18 months to show their results. Celebrating milestones along the process keeps teams motivated while keeping leadership aligned with progress. Avoid a quick-wins-only strategy: Delivering on quick wins is common advice given to show fast results and momentum of long-term initiatives. However, managing external perceptions and reputation shouldn’t come at the expense of the long-term benefits of getting the basics and foundation right.

Internal marketing and celebrating success: Recognise and credit achievements. Share internal case studies and success stories to help everyone understand their positive impact on the organisation. Such initiatives motivate teams and encourage participation, feedback, and innovation, ultimately building organisational capabilities and long-lasting value.

Rather than dwelling solely on past technological

often

Despite persistent challenges such as high inflation, escalating costs and global uncertainties, the digital landscape is evolving rapidly. MarTech stacks and digital transformation initiatives have the potential to thrive by embracing adaptability, resilience and ambition to build unparalleled growth. Rather than dwelling solely on past technological endeavours, the real untapped opportunity lies in fostering an analytics culture and promoting cross-functional collaboration. By breaking down the barriers that often exist among data and people within organisations, we can unlock the full potential of MarTech investments. This approach not only compounds the value derived from these investments but also fortifies our ability to navigate and succeed in an ever-changing market environment. The future holds promise for those who seize this opportunity to innovate and embrace transformation.

By Alan Azar, Head of MarTech & Analytics at Reprise Digital MENA (IPG Mediabrands)

META’S DIVE INTO GENERATIVE AI

By Ala Shashaa, Data & Insights Director at Netizency

Generative AI is causing quite a stir, and everyone wants in from Snapchat and LinkedIn to YouTube and, of course, Meta, all of them are embracing generative AI and exploring new AI-powered features. Snapchat led the way with its ‘My AI’ chatbot and the latest ‘Dreams’ feature, which transforms users’ selfies into imaginative fantasies. LinkedIn is also on the move, experimenting with an ‘AI Coach’ for job opportunities and integrating Microsoft’s AI art generator into its post composer to simplify content creation. YouTube is joining the action as well, with AI-generated quizzes and video summaries. But today’s standout is Meta, charging ahead with numerous AI tests, showing no signs of slowing down.

The social media giant has unveiled several AI-driven features currently in testing across its platforms. While chatbots are indeed a significant focus, they also address various dimensions. They aim to boost engagement, simplify content creation and editing, facilitate music and audio production, and bolster transparency and accuracy. Let’s delve into the details of each.

AI CHATBOTS

In a bit of a twist from the typical generative AI chatbot, Meta is introducing a unique range of AI-powered chatbots, each embodying distinct personas. These chatbots are designed to engage users in a human-like manner and will soon debut on Instagram and Facebook. Picture this: you can have a conversation with one that speaks in the style of Abraham Lincoln, engaging in historical chit-chat, or perhaps seek travel advice from a chatbot with the laid-back, carefree vibes of a skateboarder.

In its pursuit of improving in-app engagement, Meta has unveiled a slew of fresh features designed to encourage both private interactions through direct messages (DMs) and public interactions via post comments. In the realm of private interactions, the platform is developing AI-generated summaries for DMs. This feature helps users keep track of lengthy conversations and catch up on missed content quickly. While it’s currently being tested exclusively on Instagram, it remains to be seen whether Meta will extend it to Messenger and WhatsApp as the testing phase progresses. Secondly, on the public front, the platform is reportedly exploring an option that enables users to generate AI-assisted comments. Specific details

about the process are still undisclosed, adding an element of excitement and anticipation.

CREATIVE TOOLS

With Instagram being all about visual expression, Meta is actively working on a range of AI-powered visual creation tools across the platform. Among these tools, there’s an AI-image editing feature for Stories. In this creative toolbox, you’ll find the Restyle tool, allowing users to transform their images into diverse visual styles. There is also the ‘AI brush’, a handy tool that enables users to simply enhance or replace specific parts of their images, making unwanted photo intruders a thing of the past. But the visual innovation doesn’t end there. Meta is also cooking up a native AI image generator for Instagram. With this tool, you can input a text prompt, and it will transform it into captivating images ready for posting. To add a touch of interactive creativity, generative AI Stickers for Stories are also in the works, allowing users to craft their own stickers for more engagement fun.

MUSIC AND AUDIO ENHANCEMENT

Recognising the pivotal role of music and audio in content creation, Meta is also stepping into this realm with two key components. First, there’s Voicebox, a versatile generative AI model designed for speech recognition, generation, editing, sampling and stylisation while preserving the original content and style. Next up is AudioCraft, an open-source generative AI framework for music and audio. It consists of three models: MusicGen, AudioGen and EnCodec. This framework allows users to effortlessly produce high-quality audio and music based on text prompts. It’s music and audio creation made simple.

TRANSPARENCY AND ACCURACY

In today’s social media landscape, transparency and accuracy are crucial for every platform, and the integration of AI underscores their significance. On that note, Meta seems to be keen on aligning its AI-powered tools with these principles. That’s where Shepherd LLM comes into play, a precisionenhancing tool for generative AI responses. It identifies inaccuracies and suggests improvements, essentially serving as a feedback mechanism for refining AI-generated content. Additionally, Meta is rolling out AI-Generated Content Labels to boost transparency. These labels will be attached to posts produced or modified by AI, helping users differentiate between human and AI-generated material. To further bolster transparency and user control, the social platform has recently included a comprehensive overview of generative AI in the Privacy Center. This section explains AI model training and the role of user data in the process. Within the same section, users have the option to opt out of their personal data being used in AI model training, thereby granting them enhanced control over their information.

In a nutshell, Meta’s venture into generative AI opens a treasure chest of endless possibilities, and we’re excited to have the front-row seats to witness how it all unfolds.

The platform is actively working on a range of AI-powered visual creation tools, writes Netizency

“The platform is reportedly exploring an option that enables users to generate AI-assisted comments”

Gaming, metaverse and the Middle East

AdScholars’ Srikanth Rayaprolu explains the importance of unlocking advertising trends and opportunities

Buckle up because we’re about to dive into the exciting world of advertising in the Middle East, packed with facts and insights that will leave you ready to conquer the digital realm. Get ready for a data-driven journey through gaming, the metaverse, and why they’re the future for brands.

Let’s start with gaming. You might remember when we all thought gaming was just a pastime. Well, fast forward to today, and it’s a multi-billion-dollar industry with 150 million gamers in the Middle East alone. Yes, you read that right—150 million people gaming their hearts out.

So, why should brands care? Well, gaming is a goldmine for advertisers. In-game ads, sponsored content and virtual billboards are all the rage, with engagement levels that put traditional ads to shame. Gamers are a captive audience, and brands are quickly realising that their products and messages can seamlessly integrate into the gaming experience. It’s a win-win.

Now, let’s dive into the metaverse. It may sound like science fiction, but it’s a very real digital universe. Imagine a place where you can be anyone or anything—a superhero, a wizard, even a talking pineapple. Brands are rushing to stake their claim in this virtual wonderland, creating immersive experiences for their audiences.

Imagine slipping on a VR headset and exploring a virtual store, trying on clothes that exist only in the digital realm. Want to test drive a car? Just hop into a virtual Lamborghini and hit the gas. The metaverse is a playground for brands, offering limitless creative opportunities.

A DIVERSE AUDIENCE

It’s a misconception that gaming is solely the domain of teen gamers. In reality, gaming transcends age boundaries, appealing to a diverse demographic. Moms do comprise a significant portion of ‘Super Swipers’, totaling 659 million mothers globally aged 25-44, but they are not alone in this realm. Professionals, from doctors to lawyers, find solace in virtual worlds as they seek relaxation and entertainment after a long day. Moreover, seniors are embracing gaming as a way to stay mentally active and socially connected. This diversity showcases the universality of gaming’s appeal,

making it a prime arena for brands to engage with a wide spectrum of consumers.

WHY GAMING AND THE METAVERSE?

Now, let’s get down to brass tacks. Why should brands shift their focus from social media to gaming and the metaverse?

Audience Engagement: Gamers are among the most engaged audiences out there. They spend hours immersed in virtual worlds, making them receptive to well-integrated ads. In fact, 85 per cent of Middle Eastern consumers embrace digital experiences. Innovation: Gaming and the metaverse offer unparalleled creative freedom. Brands can craft unique experiences, from virtual showrooms to interactive events, leaving a lasting impression on their audience.

The decline of organic reach: Organic reach on social media is declining. Algorithms are constantly changing, making it harder for brands to connect with their audiences without paid promotion. In contrast, gaming and the metaverse offer more direct and immersive interactions.

Data and analytics: These platforms provide robust data and analytics, allowing brands to measure the impact of their campaigns accurately. You’ll have concrete numbers to back up your success.

BRAND PARTNERSHIPS WITH GAME DEVELOPERS

Brands are already forging partnerships with game developers to tap into this thriving ecosystem. Ralph Lauren is releasing content in Fortnite, McDonald’s collaborated with Overwatch 2, and household names like Kraft, Hershey, Frito-Lay, and M&Ms have launched campaigns on gaming platforms. For instance, Kraft teamed up with Animal Crossing: New Horizons to create an in-game branded island, and Hershey’s crafted a virtual Easter egg hunt in Roblox. Frito-Lay even allowed gamers to redeem codes for in-game rewards. PepsiCo’s partnership with EA highlights the brand’s expanding approach to gaming. Luxury brands like Gucci, Prada, and Burberry have been venturing into Decentraland, a virtual world within the Metaverse. They’ve hosted virtual fashion shows, created digital clothing lines, and opened virtual stores. Adding more to these brand partnerships are Nike’s Virtual Sneaker Drops, Budweiser’s Metaverse Pub, Louis Vuitton in League of Legends, Louis Vuitton in League of Legends and many more exciting brand partnerships in the gaming/metaverse has been increasing.

WHAT’S THE TAKEAWAY?

In this ever-evolving world of advertising, the Middle East is a treasure trove of opportunities. Gaming and the metaverse are the new frontiers where brands can create unforgettable experiences for their audience. It’s not just about exposure; it’s about engagement, innovation, and data-driven results.

As for the future, it’s looking incredibly promising. With gaming and the metaverse taking centre stage, advertisers in the Middle East have the chance to revolutionise how they connect with their audience. So, gear up for an advertising adventure like no other. The Middle East is where the magic happens, one pixel at a time.

By Srikanth Rayaprolu, CEO & Founder of AdScholars

Fintech Galaxy’s Wassim Ghabali dives into a phenomenon shaking up the finance world – open banking

We all know it; marketers are akin to alchemists in the digital world, and data is our gold. We mine the internet, the social media sphere, the online nooks and crannies, all in the quest for this golden treasure. We seek to understand consumers better, predict their needs and tailor our messages for maximum impact.

But here’s the catch – the information we gather often reveals more about a consumer’s intent than their actions. That’s where open banking comes to the rescue. It offers us a treasure trove of actionable data – direct insights into consumer spending behaviour – a marketer’s dream.

For marketers, open banking isn’t just another trend; it’s a paradigm shift. Imagine having access to a customer’s precise spending habits. Want to know if they frequent high-end restaurants or prefer organic products? Open banking data can tell you. This enables marketers to craft highly targeted and effective campaigns.

But, with great power comes great responsibility. In the age of open banking and data privacy, we must respect the privacy of our consumers, uphold their trust and innovate responsibly.

So, how can marketers overcome these challenges? Education and transparency are key. Educating customers about how their data will be used and ensuring transparent practices can foster trust. Collaborating with legal and compliance teams to ensure all regulations are followed is also crucial. By bridging the gap between technology and empathy, marketers can truly unlock the potential of open banking, creating a win-win situation for both businesses and customers.

PAYING FOR DATA: A NEW NORMAL

Open banking is transforming the way marketers interact with customers by redefining the dynamics of data access. Consider this – what if we compensated our consumers for sharing their banking data with us? Here are three potential ways this could unfold:

Straightforward fee: Simply pay a fee for access to consumer banking data. For instance, a tech company may pay users to access their spending data to improve AI algorithms, as seen with some dataaggregating platforms.

Rewards programme: Consumers join a digital club, sharing their banking data in exchange for rewards that align with their spending habits. Imagine receiving discounts at your favourite local restaurants or early access to a highly-awaited fashion collection. A few credit card companies have already been tinkering with similar reward models, leveraging customer data to tailor promotions.

Competitor offers: Bringing a twist into the rewards programme, companies could offer deals from competing brands to woo the consumers. Picture being offered a free cup of coffee from a cafe you’ve never tried, simply because your transaction history shows you’re a coffee enthusiast. This is where the strategic alliance between open banking and marketing analytics can help brands acquire new customers.

BUILDING TRUST AND COLLABORATIONS

In the brave new world of open banking, we’re not just marketers; we’re also trust builders. Take the example of Saudi Arabian fintech, Hala. Its marketing narrative underlines robust security measures and regulatory compliances, fostering a sense of trust among customers. Similarly, international banking giant HSBC uses open banking to create a marketing narrative focused on consumer empowerment and the democratisation of financial data.

Financial institutions and fintech startups are joining forces, providing a seamless user experience. This concept of ‘collaborative marketing’ is bringing forth inspiring partnerships. Take the partnership between PayPal and Barclays, for instance. Barclays integrated with PayPal’s API to allow their customers to manage their PayPal account through the Barclays platform. Closer home, in the MENA region, we have Bahrain’s ila Bank collaborating with local fintechs to offer an all-encompassing digital banking experience.

By Wassim Ghabali, Marketing Director at Fintech Galaxy

EDUCATING THE CUSTOMER

Open banking has also brought the spotlight on customer education. It’s an exciting challenge for us marketers. We need to craft engaging content, interactive webinars and helpful guides that educate our customers. Open banking heralds the rise of API marketplaces – platforms where developers and fintechs can access financial data and create innovative solutions.

Given that most of us are glued to our mobiles, it’s no surprise that marketing campaigns are tailored for mobile platforms. Mobile apps are fast becoming the go-to tools for accessing open banking services.

The MENA region is not far behind in this development. Fintech Galaxy has successfully created an API marketplace. It invites fintech startups to connect and use its open APIs to build innovative solutions, fostering a collaborative ecosystem.

The impact of open banking on marketing is transformative. It’s reshaping the marketing landscape, where consumers have greater control over their data, strategies are more personalised, and customer education and cutting-edge tech take centre stage.

‘‘IT OFFERS US A TREASURE TROVE OF ACTIONABLE DATA, DIRECT INSIGHTS INTO CONSUMER SPENDING BEHAVIOUR’’

INDUSTRY VIEW:

Should production houses be more flexible when it comes to producing different formats?

Dalia Baddar

Senior Integrated Communications Manager at Gambit Communications

Absolutely. We live in a time where new platforms pop up every day competing with one another, and each has its own preferred content format. YouTube created a need for long-form, then Instagram made it square, then Snapchat turned it vertical, then TikTok made it fast-paced with quick edits, etc. We now have everything from Instagram Stories and Reels to YouTube Shorts. Remember, ‘The medium is the message’, so production houses need to be able to cater to different mediums and platforms if they want to service their clients in the best way possible.

YES

Head of Marketing, Chrysler, Dodge and Ram Trucks,

YES

It is advantageous for production houses to be flexible when it comes to producing in different formats. Content consumption happens on multiple platforms and with retargeting of content, you must ensure that your content is edited and formatted correctly to maximise effectiveness. Each platform has its own style, what would work on a desktop won’t always resonate very well on mobile. The media landscape is constantly evolving, and so must production methods. As technology advances, old formats may become obsolete and new ones will rise. So, while flexibility is generally a good trait, it should not be pursued without a clear strategic purpose and briefing before starting production.

YES

Absolutely. Flexibility is vital in today’s ever-changing landscape. While some may choose to specialise in specific formats, like TV commercials, it’s crucial for most production houses to adapt to new formats, trends and technologies. At Fuelcontent, we haven’t just embraced various formats but have also expanded our services to include print, web 3.0 and on-ground activations. Interestingly, other production houses have followed suit over the past few years by adding some of these services to their offerings. This era demands versatile production solutions, reflecting the evolving nature of the industry.

YES

As agency producers, flexibility is vital in our work. In a world inundated with algorithms, we’re always looking to create diverse-looking content for our clients along with the right production partners. With production formats it gets tricky, the creative team wants to use cinema scope and the clients see merit in vertical. If from the get-go, the medium and the message are clear, then it’s the brief that we need to get right. And call in to say, ‘Hey, we want to make la-di-da. Can you help us find the right person, place, and time to make it happen?’ and when producers at the other end say, ‘Cool, send me the brief.’ That’s that.

YES

The contemporary content production landscape emphasizes cost-effective and efficient approaches, making it essential for production houses to remain flexible in producing various formats. Short-form video platforms like TikTok are popular, yet the diversity of content consumption habits requires adaptability. Different formats cater to distinct audiences and objectives. For instance, long-form content may be essential for storytelling or conveying complex messages, while short-form content is ideal for quick engagement.  We believe being inflexible risks missing out on opportunities to reach broader audiences or convey messages effectively. Therefore, production houses should strike a balance, considering the content’s purpose, target audience, and budget constraints, to remain relevant and competitive in the evolving media landscape.

Geetika Sood Senior Producer, Serviceplan Group Middle East

Hamza Sheikh Head of Production, LPS

Nihar Anand

Middle East

Hicham Soubra

Head of Production and Creative Services, Horizon FCB

Dalia Wehbe Senior Producer, Havas Middle East

YESWe live in times where social media platforms provide new video formats which create higher engagement. This means flexibility in reimagining storytelling techniques, camera angles and editing styles, creating the need for a collaborative effort between creatives, clients and production houses, and the willingness to explore different ways of telling their stories while adapting to the ever-evolving nature of these platforms.

Production houses should consider adapting to this shift in consumer viewing habits and be flexible in their approach. On their own, traditional formats are no longer sufficient to engage audiences effectively. Embracing different formats allows all parties to stay relevant in the digital age, enabling them to reach a much wider user-base by offering various viewing options that are accessible to audiences across all devices. This in turn allows all parties to stay ahead of the curve by producing content that is tailored to today’s consumer preferences.

Buraq Basam Senior Production Manager, Netizency

YESImagine a world where you’re watching YouTube videos in 360p instead of 4K, or a world where you couldn’t watch Oppenheimer in IMAX. That’s the type of world we would’ve lived in if production houses weren’t flexible and didn’t push boundaries. As a purely social media agency, we understand the importance of specifically tailored content and formats for each platform, so we make sure to shoot and edit in a way that caters to our clients’ audiences, whether they are in bed scrolling the full-screen vertical format on TikTok or binge-watching endless YouTube videos.

Paras Rishi Senior Manager, GMG

YES

Marketing campaigns have become more sophisticated and creative than ever before. But the goal for ad production teams remains the same: develop and execute content that captures audience attention and influences their decisions. In the past decade, global media consumption and advertising budgets have shifted sharply towards digital touchpoints such as social media, OTT, podcasts and e-gaming. As the saying goes, ‘Follow the eyeballs and the wallets will follow’. To succeed in this new era, ad production houses must focus on meaningful storytelling and producing diverse formats that align with brand objectives.

YES

In today’s media landscape, consumer preferences are ever-evolving. The traditional format boundaries no longer meet the diverse needs of modern audiences. By being more flexible in producing various formats, production houses not only cater to a wider consumer base but also demonstrate adaptability and innovation. Such flexibility ensures that content remains relevant, accessible and makes the production house easy to work with when competition is high.

David Balfour Co-Founder, Lightblue

Saudi focus

Brands weave nostalgia into Saudi National Day campaigns

Nostalgia marketing has proven to be a compelling strategy to connect with consumers, says La3eb’s Hedaa Ashraf Abdulhamed

In the fast-paced world of marketing, where trends come and go, one strategy has been quietly gaining ground in Saudi Arabia –nostalgia marketing. This approach goes beyond the traditional model of advertising; it seeks to bridge the gap between past traditions and contemporary culture, reviving cherished customs for modern audiences. When it comes to Saudi National Day, brands have found a unique niche for nostalgia marketing, rekindling the nation’s deep-rooted traditions in innovative and meaningful ways.

The power of storytelling is central to nostalgia marketing. Brands craft narratives that weave together past and present, reminding audiences of the enduring values, customs and progress of Saudi Arabia. These stories often resonate deeply with consumers.

Toyota launched a campaign called ‘Saudi Pulse’ that celebrated the heritage of the kingdom. They produced a series of videos highlighting the country’s history, culture and traditions while subtly showcasing their vehicles. It was a great example of blending tradition with modernity.

HERITAGE-INSPIRED PRODUCTS

Brands launch special edition products and collections that draw inspiration from Saudi heritage. These products might include limitededition packaging, traditional foods or even merchandise with cultural motifs.

In 2020, Starbucks celebrated Saudi National Day with a campaign titled ‘Tradition in Every Sip’. It introduced a limited-time offering called the ‘Arabian Mocha Latte’ inspired by the flavours of the Arabian Peninsula.

Another campaign that used the same method is McDonald’s. In 2020, McDonald’s launched a National Day campaign called ‘Unity Through Traditions’. It introduced a special menu with traditional Saudi flavours, such as the McArabia sandwich. The campaign aimed to celebrate the rich culinary heritage of Saudi Arabia.

VINTAGE ADVERTISEMENTS

Some brands revisit and re-release classic National Day advertisements from years past like the Al-Baik campaign that released an advertisement that was originally created in the 1980s. The original ad

featured a heartwarming storyline of a Saudi family coming together to enjoy an Al-Baik meal during National Day festivities.

To recreate the nostalgia and capture the essence of the original campaign, Al-Baik meticulously reproduced the vintage advertisement with the same actors, costumes and settings. The advertisement was reintroduced on television and social media platforms, accompanied by a hashtag campaign encouraging customers to share their own Al-Baik National Day memories.

CONNECTING GENERATIONS

Connecting generations is a powerful marketing strategy in Saudi National Day campaigns. It taps into the values of family, unity and the passing down of traditions.

Almarai, one of the most recognised dairy brands in Saudi Arabia, adopted this strategy in 2018 with its ‘Generations of Goodness’ campaign. It shared heartwarming stories of generations growing up with Almarai products, emphasising the brand’s role in Saudi family traditions.

HIGHLIGHT BRAND LEGACY

Emphasising the brand’s history and legacy in Saudi Arabia by sharing stories of when and how the brand was established in the country, reviving vintage branding elements, logos and packaging. This enriches the connection with older generations who remember the brand from earlier years.

Toyota is one of the brands that tapped into Saudi Arabia’s rich heritage perfectly by releasing a nostalgic campaign. It showcased the evolution of its vehicles over the years, aligning each model with different eras of Saudi National Day celebrations. This approach resonated with the audience, highlighting Toyota’s long-standing presence in the country.

INTERACTIVE SOCIAL MEDIA

Launch interactive social media campaigns that encourage users to share their own National Day memories, photos or stories, creating a sense of community. This is one strategy that includes hundreds of creative tactics, from launching social media challenges or contests that involve recreating historical photos or sharing stories from the past to sharing videos featuring traditional

By Hedaa Ashraf Abdulhamed, Social Media and Influencers Senior Marketing Manager at La3eb

Saudi music or songs that have been associated with Saudi National Day celebrations in the past, brands can develop a lot of remarkable campaigns.

SPONSOR LIVE EVENTS

Hosting and sponsoring live events, concerts or cultural experiences can be a powerful way to bring people together and celebrate this important occasion around the brand. Such sponsorships position a brand as one that respects and values Saudi traditions.

Moreover, associating a brand with cultural and traditional events can create a strong emotional bond with consumers who share those cultural values.

Nostalgia marketing has proven to be a compelling strategy for brands looking to connect with consumers during Saudi National Day celebrations. By incorporating these sentimental strategies, brands aim to celebrate Saudi National Day in a meaningful and culturally relevant way while forging a deeper bond with their audience. These strategies not only pay tribute to the nation’s traditions but also create memorable and heartwarming experiences for consumers.

Saudi focus

Trying to connect with a Saudi audience

Socialize’s Lewis Chappell looks at social and digital penetration in the Kingdom

Saudi Arabia has the world’s sixth largest Arabic population and with 79 per cent of the population using social media, the user base amounts to more than 30 million people.

While these figures represent sizable reach and opportunity for brands, a more interesting takeaway is the age of Saudi’s population, two-thirds of which are under 35 years old and 18 per cent (13 million) are Gen Z.

This represents a budding opportunity for brands trying to connect with Saudis as they are both tech-savvy and display highly fluid cross-channel behaviours, with the average Gen Z browsing 10.4 social accounts from their phone.

With such a large and active digital audience, let’s take a look at some of the behavioural trends to establish where these audiences spend their time and how brands can best resonate with them.

VIDEO-FIRST

It’s no surprise that video remains the dominant content format, with 94 per cent consuming video on a weekly basis. The popularity of video is one that’s been exacerbated by Gen Z, who are the first

generation to grow up in a world where digital technology has always been readily available. Not only is this generation more comfortable with new and immersive forms of content, but they have become highly efficient at consuming it. Brands must make sure their content is concise and resonates with their audience’s values, as well as fitting it into 15 seconds or less - not such an easy task.

Out of all video formats, live-streaming gained the largest increase in consumption in Saudi (29 per cent) mainly owing to the growing influence of the gaming world, which continues to be highly influential in the Kingdom. The fact that 45 per cent of Gen Z stated that their avatars or identities were a more accurate representation of

users, behind TikTok and YouTube. The reason for Snapchat’s popularity lies in the nature of its disappearing content which has allowed the Gen Z audience (particularly females) more freedom and privacy and has enabled them to express authenticity and reveal themselves.

Travel and tourism have become significant areas of interest for the Saudi TikTok community as they allow users to create authentic, visually captivating and geo-tagged content, offering a sense of liberation and excitement that the Kingdom wasn’t previously known for.

CONNECTING WITH CULTURAL VALUES

Young and well-connected audiences are a wealth of opportunities for brands. Before connecting, brands must be sensitive to cultural nuances and values that define Saudi society.

First and foremost, Saudi is a culturally homogeneous country that takes many of its traditions and customs from its deeply rooted beliefs in Islam and its population is vastly different to that of the UAE, which in contrast is one of the most multicultural countries in the world and populated almost entirely by expats.

Family ties are highly valued in Saudi society and as such brands should always consider incorporating messaging that highlights family values and underlines the importance of community and social connections. Both family setups and gender roles are well defined in the Kingdom, so brands should tread carefully when targeting messages to specific genders or otherwise make sure they’re conforming to the nuances and roles of gender in society. This means brands must be ready to adapt their campaigns accordingly so that they fit the cultural beliefs of the Kingdom or they may risk alienating their audience and failing to establish any sort of connection.

By Lewis Chappell, Senior Strategist at Socialize

themselves than in real life, highlights that the gaming world is a place where they feel both comfortable and more expressive. This represents a huge opportunity for brands to cultivate deeper and more personal relationships with young audiences.

YouTube claims the number one spot as the best platform to reach Saudis on, with 79 per cent of the audience available to advertisers compared with 72 per cent on TikTok. Snapchat still ranks as one of the most popular platforms for advertisers in KSA, with a potential reach of 21 million

Faster internet speeds have also played a large role in increasing consumption with average mobile connection speeds now exceeding 90MBP. These lightning fast speeds have improved the quality of images and sounds used in videos as well as enhancing the experience associated with live streaming. They have opened up unparalleled opportunities for more innovative digital marketing campaigns. Some of the more immersive formats used include AR, VR, and 360° video, all of which are continually raising the bar in terms of user experience. Brands now have the license to make content that embeds the viewer at the heart of the action and even allows them to have some level of control over what happens.

‘‘Saudi is a culturally homogeneous country that takes many of its traditions and customs from Islam"

RETURN ON ENGAGEMENT:

THE NEW CURRENCY

Ben Kershaw of Hivemind gives his insights into MENA’s experiential landscape

In the modern experiential marketing space of the MENA region, the traditional metric of Return on Investment (ROI) has evolved to encompass a more nuanced and meaningful measure: Return on Engagement (ROE). Today’s discerning consumers crave genuine connections. They are drawn to brands that resonate with them on an emotional level, offering more than just a product or service. Instead, they seek shared values, stories and experiences.

Our industry’s pivot towards ROE is a reflection of the modern consumer’s desire for authenticity. It isn’t enough for brands to simply shout their messages from the rooftops. Instead, they need to engage in dialogue, listen and cultivate genuine relationships. Successful campaigns in this new era are those that evoke emotions and foster a deep sense of connection. Having been at the forefront of experiential marketing events in the MENA region through Hivemind Creative Marketing, I’ve witnessed firsthand the shift from conventional ROI-driven events to those prioritising ROE.

NEW TRENDS

The landscape of experiential events in the Middle East has undergone a dramatic evolution, and it’s imperative that we adapt and realign to meet the emerging trends. There are three key trends to monitor:

Connecting through experiences: Traditional event formats have expanded. Today, attendees expect to be transported into thematic worlds or cultures. Brands must focus on multi-format strategies, seamlessly integrating in-person, virtual and hybrid events. Technological innovations have also emerged as pivotal gamechangers, and event-goers now anticipate immersive tech integrations, from augmented reality and virtual experiences to enhanced accessibility. New realms of technology: The concept of the metaverse may have been met with initial skepticism, but there’s no denying its potential. With augmented reality (AR) enhancing the user experience within these virtual worlds, a profound paradigm shift is underway. The global VR and AR market, forecasted to touch $142.4 billion by 2023, is a testament to this boom. In the event space, AR can amplify networking experiences by overlaying attendee information, drive engagement through gamified experiences, facilitate augmented tours and allow product showcases in novel, interactive ways.

Sustainability and social elements: Today’s consumers are more discerning and conscious. ESG commitments are crucial. The future will see more emphasis on measurable impacts, carbon footprints and responsible event planning. The significance of diversity, equity and inclusion cannot be understated, and an inclusive approach to venue selection, speaker representation and event communication is vital. With the tumult of recent years, a renewed focus on health and well-being is evident, both for industry professionals and event attendees.

MEMORABLE EVENT

Mindvalley Live Dubai, the Middle East’s most impactful mindfulness event, is a personal favourite of mine. Never have I observed such tangible connections between audience and speakers in the MENA region. This two-day transformative event saw more than 60

per cent of participants travelling internationally, indicating its powerful impact on audiences.

The event’s ethos was simple: present a range of speakers to an audience of over 2,000. Yet the actual experience was so much more. At the event, the dynamic between speakers and attendees was truly remarkable. Topics were not only intriguing but also deeply pertinent to individuals’ lives, prompting meaningful change. Attendees were physically engaged with interactive exercises, energy sessions, and ample singing and dancing. Additionally, a spiritual dimension was introduced through group meditations, breathing workshops and morning rituals rooted in timehonoured traditions.

Overall, the emotional connection between brand and audience was awe-inspiring and we felt privileged to be a part of the Mindvalley MENA journey.

HELPING BRANDS

One significant advantage of experiential events is their ability to forge emotional connections with attendees. This is because firsthand experiences resonate on a deeper emotional level. To enhance these emotional ties, experiential event organisers can offer opportunities for attendees to contribute or give back during the events. Events featuring games, photo opportunities, or interactive and emotive experiences tend to leave a more profound impression than standard conferences or trade fairs.

Such events provide attendees with more than just the experience itself; they offer lasting memories and establish a genuine bond with the brand. While traditional marketing strategies will often prioritise financial outcomes, experiential marketing seeks to deeply engage consumers. This approach not only bolsters customer loyalty but also amplifies brand awareness more significantly than traditional methods. Hence, the shift in focus again towards Return on Engagement (ROE).

For the foreseeable future in the MENA region, the emphasis seems to be on personal interactions where brands can personify themselves, cultivating relationships with potential buyers or new partners. It’s up to the agencies and professionals behind these events to ensure such engagements yield the meaningful results that audiences desire, with tailored itineraries, individualised communication, and bespoke activities and entertainment.

By Ben Kershaw, Founder and MD of Hivemind Creative Marketing

‘‘TODAY, ATTENDEES EXPECT TO BE TRANSPORTED INTO THEMATIC WORLDS OR CULTURES’’

“There is no consumer, like the Saudi consumer”

“Data tells us that 70 per cent of the shoppers in our region regularly analyse product or usage reviews, before making their purchases online. That is a huge number, especially for a population with heavy buying power,” she said.

Al-Harbi has been at the helm of the agency, keen on continuously monitoring the changing dynamics of the Saudi consumer of today and comparing it to the one as recent as 10 years ago. When asked about drives her, she said - “data”.

“I firmly believe that the communication business is driven by the heart. We are in the business of moving emotions. But, we cannot operate blindly. There is a massive emphasis on two-way communication with our consumers at our agency, and generating insights at every possible touch point. What we get from the pulse of the market is gold - there is no consumer like the Saudi consumer, I assure you.”

In further discussing the importance of data and insights, Al-Harbi cited several examples of when discovering the right insight served as the lever in turning a communication campaign from one consumers would passively see, to something they would actively participate in and respond to.

“We’ve been blessed Alhamdolillah, to be working with some mega clients that are not only leaders in their industries, but

also multiple public sector clients that are paving the way for the new Kingdom, delivering on Vision 2030. What works in the Western region, may fail in the central region. It really is about getting truly Acquainted with our people. And accounts that have been insight driven with us, have measurably excelled, but when data doesn’t line up with what our gut tells us, we drop it, believe me. And the insights of the gut is something I’ll tell you about next time,” she joked

Talking about where Lulwa sees the industry going, she touched upon the tech-savvy Saudi consumer, and how the ‘norm’ is to have all transactions happen at a single click. She feels that the Saudi consumer is not only becoming more aware, but also more demanding and willing to ‘hold retailers accountable’.

Al-Harbi attributes the changing Saudi consumer to the rapidly transforming landscape and warns retailers and business owners to continuously learn and listen to the voices of the consumer. She further discussed her views on the advent of Artificial Intelligence, calling it a ‘friend to the industry’, for those that are willing to quickly adapt and confirmed that Acquaint hopes to be at the forefront of utilising AI to offer better value to its clients.

Acquaint Communications is an award winning, full service agency, with 100+ employees and offices in Riyadh, Jeddah and Cairo. Information on clientele and services can be found on: www.acq-c.com/

As the Kingdom of Saudi Arabia continues its accelerated advancement through multiple sectors and industries, its consumers are transforming at an equally rapid rate, says Lulwa Al-Harbi, CEO of Acquaint Communications.

PRODUCTION HOUSE GUIDE 2023

A2Z Production

Founded: 2000

Ownership: Leapfrog

Offices: Egypt, Dubai and Saudi Arabia

Number of Staff: 12 robsz@a2zleapfrog.com

SPECIALISMS: Corporate, TV commercials, digital content, animation and documentary production

KEY CLIENTS: ExxonMobil, Roche, Himel, Zitouna, Epson

Action Filmz Productions LLC

Owner: Crispin Dominic

Founded: 2004

Offices: Dubai, Abu Dhabi, Saudi Arabia, Mumbai crispin@actionfilmz.com |

SPECIALISMS: Film and photo equipment rental, line production, studio rental, crew, AV equipment rental

KEY CLIENTS: MBC, Dubai Tourism, Emirates, Jumeirah Group, Yas Island

1505 Studio

Founded: 2018

Headquartered: Beirut samer@1505.studio; jad@1505.studio

+961 3 489 348

1505 Studio is a boutique multimedia production company. In 2018, producer Samer Fleihan and director Jad Rahmé teamed up to create marketing and storytelling content for global and regional brands. 1505 is dedicated to working with the best talent, carefully curated to fit the desired needs and challenges of our partners. Whether it’s a TV commercial, documentary, photography or digital content, our work reflects the stories and values of our corporate and creative clients.

KEY CLIENTS: Always, Facebook, Ariel, Trident, Pampers, Nestle Waters, Vox Cinemas, Ocean Spray, L’Oreal Paris

A2Z Media

Founded: 2015

Ownership: A2Z Media Group

Offices: Qatar, KSA, UAE, Lebanon

Number of Staff: 111 info@a2z.media

SPECIALISMS: Post-production, scriptwriting and storyboarding, location scouting and set design, cinematography

KEY CLIENTS: Dur Hospitality Hotels, Nissan, PSG Academy Qatar, Zulal Resort Qatar, DHL

Action Studios

Founded: 2021

Holding group: Action Global Communications Office: Dubai

Number of Staff: 10 ActionStudiosUAE@actionprgroup.com

SPECIALISMS: Long form and short form video production, brand films, socialcentric content creation, 2D and 3D animation, photography

KEY CLIENTS: Al Ghurair, Carrefour, Dubai Duty Free Tennis Championships, Dubai World Trade Centre, Proactiv Entertainment

AFP Services

Founded: 2010

Ownership: AFP

Regional headquarters: Beirut

Number of staff: 52 mena@afp-services.com

SPECIALISMS: Content production, pre-production, scripting, editing, postproduction, distribution

KEY CLIENTS: Coca-Cola, Perrier, Auditoire, El Gouna Film Festival, UNICEF

POWERING TOMORROW

GE Vernova recently released a threepart documentary mini-series called Powering Tomorrow which focuses on energy transition. The mini-series shares the stories of nine people working to bring these technologies to life, and examines the role more sustainable, affordable and reliable electricity plays in our lives.

Campaign Middle East spoke exclusively to project leader Adam Tucker, Director of Communications at GE Vernova, and Navdip Dhariwal, the co-founder of Miran Media, a creative and film agency that helped produce the films.

Adam Tucker: The goal of the first series of Powering Tomorrow was to capture and inspire audiences with a visually compelling documentary. We needed to tell three compelling stories to highlight these areas using film as the storytelling medium— to capture hearts and minds. Together with our agency storytelling partner, Miran, our Powering Tomorrow campaign was born as three, ten-minute feature documentary films, a campaign website, extensive promotional materials and a full communications campaign including blog posts and a social media campaign.

Navdip Dhariwal: We took a journalistic approach to filmmaking, traveling light, shooting quickly and aiming to tell complex stories like the energy transition through people instead of only facts and figures. When people are engaged and interested in

the story you’re telling, they can rapidly understand even some of the most complex and technical aspects of macrotrends including the energy transition.

Adam Tucker: GE Vernova’s in-house communications teams are very experienced with video production and development, but this was at a new scale and level for us as our first brand-level video campaign ahead of our spin-off from GE sometime in early 2024 and as our first true brand documentary film series.

GE has a long history of producing impactful award-winning video and brand campaigns, and while we wanted to honour that legacy, we also wanted to do something different for GE Vernova’s first video series.

Our project team knew from the beginning that we wanted to tell three stories and that these stories needed the appropriate time to do justice to their relevance in the energy transition and the people working on making it happen. Powering Tomorrow was designed as an educational and inspirational introduction to crucial concepts for all audiences.

While GE Vernova is present across all films, Powering Tomorrow was filmed in a way where the partnership ecosystem required to achieve an efficient and effective energy transition composed of energy utilities, suppliers, policymakers, our employees, and even external third parties, were at the centre of every conversation. GE Vernova was an ‘honest broker’ for these diverse stakeholders to come together.

In the films, we are a convener of the conversation around these technologies and the energy transition rather than the sole protagonist, and the format of a documentary lends itself well to creating a

conversation versus directly teaching or education more head-on.

ARE FILMS MORE IMPACTFUL WHEN IT COMES TO CLIMATE ISSUES?

Adam Tucker: Absolutely, in the first month of Powering Tomorrow’s launch, GE Vernova secured more than 140,000 views of the films across our channels—far exceeding our expectations. Our promotional materials and advertising campaigns also exceeded more than 1.2 million touchpoints with audiences as part of the launch, and social media followings for the executives who shared our films on LinkedIn rose meaningfully.

The success points both to the quality of the content and effective communications materials created to share and amplify the films to new viewers. Films can be a very successful vehicle for telling a compelling and strategic brand story, but only when wrapped by strategic, focused communications amplification content and campaigns do these assets truly shine.

Navdip Dhariwal: We believe film is one of the most impactful mediums we have today to tell the energy transition story, and it’s a medium that the modern consumer is very familiar with. This familiarity cuts both ways: with video accessible everywhere and all the time with the rise of democratised streaming and omnipresent video content, the average viewer’s expectations for video content they consume is truly a zero-sum game for brand communicators and creators. You must capture a viewer with the story, the characters, the visuals—and quickly—or they’re off to the next piece of content.

The films can be viewed on GE Vernova’s YouTube channel - www.youtube.com/ @gevernova

GE Vernova used film as the storytelling medium to capture hearts and minds, while acting as an ‘honest broker’

Navdip Dhariwal

Adam Tucker

FOR DIVERSITY

CAN YOU EXPLAIN WHAT YOU DO IN YOUR ROLE AS COMMUNITY MANAGER?

I oversee the Middle East ASICS

FrontRunner programme in the GCC, working with a group of 60 recreational and amateur runners, coaches and professional athletes who are ambassadors of movement for ASICS. They are roughly a 50-50 split between men and women with more than 20 nationalities and all kinds of backgrounds, reflecting the diversity of the region. Some are business owners (such as myself) others work in the fitness industry. Some are parents, others are starting their careers. Their role as ASICS FrontRunner ambassadors is to inspire and motivate people to harness the benefits of #SoundMindSoundBody – the core philosophy that underpins ASICS. My role is to support and enable them to do this. During the year, I share key brand marketing activations and campaigns, organise team meetings and photoshoots, and do my best to keep them engaged, motivated and passionate.

DO YOU CONSIDER YOUR ROLE AS A FORM OF ADVERTISING?

I came to this role in a very natural way. I had experienced the transformative mental and physical benefits of running and movement for myself, and was documenting my journey from a sedentary lifestyle to ultrarunner on social media. It came to the attention of ASICS in Dubai, who asked me to apply to the programme.

I quickly grew to feel extremely connected to the community of runners at ASICS. They’re not advertisers – they’re genuine, relatable men and women chosen for their role because of their authenticity, ability to inspire, and the values they live in their communities. As a brand, we are very careful never to treat them as advertisers. Their content is self-directed and we have little to no input into its creation. We offer support with occasional photo-shoots, of course seed them the latest kit every season, offer brand learning opportunities and communitybased touch points, but the rest is up to them. I think in this kind of over-saturated social media landscape, this kind of authenticity is priceless.

WHAT HAS BEEN YOUR EXPERIENCE AS A WOMAN IN ADVERTISING?

In my sports marketing work with ASICS, I am proud to be able to contribute my strong feminist principles to uplifting women in sport. There’s still so much inequality in female athletes’ salaries, and there is a gender gap in exercise too, which ASICS conducted a study on recently. This kind of work underscores the purpose-driven aspect of my role, which I think is important for everyone to have in the picture as part of a well-balanced life, whether they are male or female.

WHAT CHALLENGES HAVE YOU FACED?

One of the biggest challenges for me has been growing faster than expected and finding the right talent. Being absolutely rigorous with my time is crucial to my success - starting my business alongside growing my role with ASICS, managing the demands of my endurance sports training and being a parent is not easy. What I’ve been most grateful for during the time is my incredibly strong network – decades of working in publishing and media, across a diverse portfolio of titles and brands mean that if I need something – whether that’s an industry expert, a contact, a reference or simply a random question answered –I can dig into my little black book and find that quickly.

YOU HAVE YOUR OWN COMMS AGENCY – THIS TENDS TO BE A FEMALE DOMINATED INDUSTRY – WHY DO YOU THINK THAT IS?

Society tells us that women are better multi-taskers, more empathetic and better listeners and communicators, all skills that fall under my job description. I disagree that these skills are innately female – or that I possess these particular ones in abundance but our society pre-conditions men and women to focus on certain attributes from childhood, and rewards or reinforces certain traits according to the gender. You may as well ask why most CEOs are white and male – it’s unfortunately a result of ingrained patriarchal systems, not because being male or white makes you a more natural leader. Hopefully as our society continues to evolve, the traditional traits and roles associated with men and women will blur more, so that the true talents of the next generation of boys and girls growing up now can be reflected more authentically.

Jola Chudy is the founder of Jola Chudy Consulting, a PR and media agency based in Dubai. She is also the Community Manager for ASICS FrontRunner Middle East.

I’ve had the privilege of witnessing UAE’s rise since 1993 and that has shaped my perception and perspective on change and the possible. The speed and impact of that epic rise, inspired and influenced many. Individuals, companies, industries and even countries. The UAE became the proof of concept for any grand ambition labelled impossible by skeptics.

The film industry in the UAE grew in this environment, with the grit of pioneers like the late Tim Smyth to whom our industry is greatly indebted.

Today in the UAE, the crew and producers represent the diversity of the country and are as good as the best of the world. In fact, the top producers in the MENA region have unparalleled multi-faceted skills. Fast, resourceful and smart solution providers.

But what does it take to bring productions of all categories to one place to shoot the world?

Not just to shoot the desert or a modern city backdrop and pristine highways.

Imagine a city within any city, with districts representing different countries and neighbourhoods. High streets and back streets, interiors and exteriors. urban and industrial.

Airport lounges, parks, shops, restaurants, shopping centres and hotels. All designed to be functional as well as film production-friendly. Then we have backlots, state-of-the-art studios, virtual studios, water tanks, warehouses of props and wardrobe along with workshops of set designers and model makers.

Of course smaller scale of such a concept exist in many cities around the world but none has the scale and diversity to attract all kinds of productions and the potential for growing and expanding organically with every production. A global production complex which makes productions far more economical, quicker and even environmentally friendly with far less waste and travel.

At its most ambitious scope, it would of course require backing and support at the governmental level but it can be built in phases. It could provide sponsorship and

generate revenue from tourism and advertisers as any city in the world does, but here each international district would potentially have targeted audiences. For example, brands can advertise in Chinese in the Chinese district of the production city and contribute to the authenticity of that district. Airlines or tourist boards could sponsor entire districts.

The scale and scope of this world production complex has the potential to create an industry that can contribute to the economy of any country that builds it.

Attracting professionals from all over the world and from every sector of the film industry is hugely important to the growth of the film industry in the region. As great as the technical crews are in the UAE, Lebanon and Egypt, there is not

SHOOT THE WORLD

enough of them for more than two or three main productions at any given time. Wardrobe and stylists, production designers, art department, almost every department of film production would have to grow to facilitate the volume of work. But again, as the UAE has so brilliantly demonstrated, ‘build it, and they will come’.

When it comes to hosting events, developing infrastructures, providing logistics, facilitating businesses and industries, investing in technologies, human resources, best processes and building the future, this region tops the best of the world.

The World Production City is a perfect fit, the UAE may seem like the logical candidate for its location but Saudi Arabia’s huge surge and transformation could well be the future leader in this field - as it aims to be in every other industry. Qatar is also well capable of taking the lead.

The global film, TV and media production represents a multi-billion dollar industry which is currently dominated by Hollywood and Bollywood. It is fast becoming a diversified industry of the arts and sciences. AI, software and hardware, drones, robotics and predictive technologies are shaping new possibilities in media. Combined with gaming, the future potential of the entertainment sector in terms of investment is mind-boggling.

A plan is being proposed for this to become a reality and it only takes the power of the will.

It can and will completely change the script and the scene in global film production.

By ALI AZARMI, Managing Partner at Joy Films

The UAE is on the up when it comes to film production, writes Joy Films’ Ali Azarmi

a.k.a Media

Founded: 2011

Owner: asser Obeid

Offices: Dubai and Abu Dhabi

Number of staff: 8 info@akamedia.ae

SPECIALISMS: Video production; post production; animation; marketing; strategy; brand marketing

KEY CLIENTS: Dubai Tourism, Masdar, Denstu ME, Freedm

Anghami Studios

Founded: 2019

Headquartered: Dubai

Number of staff: 11

+971 4 458 4251 anghamistudios.com advertise@anghami.com

Anghami Studios leverages Anghami’s wealth of data, connection with talent and technology to create content for brands. This content can live everywhere, which allows it to generate strong and organic engagement. This content comes to life in many forms, but some examples are the production of original songs, podcasts, live concerts and even sonic identities.

SPECIALISMS: Production of songs, podcasts, live concerts and sonic identities.

Founded: 2014

Headquartered: Dubai

Parent company: Zee

Entertainment Middle East

Regional headquarters: Dubai www.zee.com

971 4 365 3700 productionme@zee.com

At Your Service Productions

Founded: 2001

Headquartered: Dubai, with offices in Abu Dhabi +971 4 397 8906

+971 50 496 6620 info@atyourserviceproductions.com

SPECIALISMS: Feature films; TV commercials; TV series; music videos and photography

Barry Kirsch Productions (BKP)

Founded: 2000

Headquartered: Dubai

Number of staff: 20 info@bkp.group

SPECIALISMS: Sonic branding; original music composition; audio production, concept and development; full-service PH; post-production; music for events

KEY CLIENTS: TBWA\RAAD, Expo 2020, HQ Worldwide, Dubai TV, Du, RTA

LEADERSHIP PANEL

ATL Media, a subsidiary of Zee Entertainment, serves as the leading division for Arabic production within the MENA region, commi ed to delivering exceptional content to both Arab and global audiences. ATL portfolio boasts a diverse array of over 15 Arabic productions, spanning series, movies and programmes across various genres and Arab locales. Notable examples include Syrian drama Al Forsa Al Akhira, Egyptian light drama Carmen, pan-Arab mystery drama Ser, Egyptian comedy Awdet Al Abb Al Dal, pan-Arab drama Byout Min Waraa and pan-Arab drama Transit – which stands as the first pan-Arab series entirely filmed in the UAE. Moreover, entertainment, lifestyle and cookery programs like Zee Connect Bil Arabi and Baytak w Matbakhak. Additionally, ATL has numerous forthcoming projects in the pipeline.

SPECIALISMS: Production, co-production, format licensing, drama and films licensing, IP creation

KEY CLIENTS: Amazon Prime Video, ANTV, Kanal 7, MBC Group, Netflix

AWARDS WON: Best Adaptation of a Foreign-Language Drama Series to Arabic for Pan-Arab series Ser by ASBU BroadcastPro Awards 2021.

Namboodiri Chief Business

Ashok

Adil

Memon

Business

Officer –International

Executive Vice President –Content & Marketing

Souha El Assal Director – Content & Marketing

Shehata Vice President – Creative & Production

Nader

Abdolbaset Esmaeili Associate Director – Programming

Big Kahuna Films

Founded: 2007

Offices: Dubai, Beirut, Riyadh

Number of staff: 18 hello@bigkahuanfilms.com

SPECIALISMS: Producers of high-end advertising films and digital content.

AWARDS: 2021 Ranked #1 in Immortal Awards MEA & UAE; 2020 Production House of the Year B&W Report; 2019 Dubai Lynx Golden Palm Winner

Breakout Films FZ LLC

Founded: 2019

Owners: Rami Yasin and Mofeed Abu Algebeen

Offices: Dubai and Abu Dhabi

Number of Staff: 5 info@breakoutfilms.com

SPECIALISMS: Feature films, TVCs, documentaries, TV programmes and series, post-production

Bigfoot Films

Founded: 2011

Headquartered: Dubai (Bigfoot Middle East) and Cairo (Bigfoot Films)

Number of staff: 11 info@bigfootfilms.net

SPECIALISMS: Television commercials; music videos; mini-series; documentaries; online content

Camouflage Production

Founded: 2018 HQ: Dubai executive@camouflageproduction.com

SPECIALISMS: Film production, post-production, animation, photography and events management

KEY CLIENTS: Etisalat by e&, Ferrero Rocher, Nestle, Majid Al Fu ein, Nissan

Founded: 2002

Owners: Shane Martin, MBAL

Offices: Dubai and Abu Dhabi

Number of Staff: 20 +971 4 390 3970 www.boomtown-productions.com letschat@boomtown-productions.com

Experienced, creative, innovative and dedicated to the production of highquality content across all moving image formats, TV commercial, digital content, documentary, and long-form. Boomtown has been privileged to work with the most dynamic brands and agencies both in the region and around the world since our inception more than 20 years ago. Our growth has mirrored that of the region and our production offering has diversified, adapting to the demands of the dynamic content creation world. We put the film first and value creativity and effectiveness. Boomtown has recently launched at Twofour54 Abu Dhabi to be er service that dynamic market.

SPECIALISMS: Production; creative development; specialised in high-end TVCs, digital content and long-form documentary, features and TV series; postproduction facilities.

KEY CLIENTS: ADNOC, Emirates, Aldar, Expo2020 Dubai, DTCM, National Geographic, Masdar, Adnoc Distribution, Emarat, LG, Genesis, Ford, Lincoln, BMW, Mercedes, Tencent Games. M&C Saatchi, Impact BBDO, HSad, Innocean, Serviceplan, FP7, Ogilvy, Craft Worldwide, Toyota, Abudul Lateef Jameel, EXPO City

AWARDS: Cannes Lions, Cannes Dolphins, Dubai Lynx, The One Show, NY Festivals, Loeries, Cresta and London International Advertising Awards, D&AD, Gerety Awards

LEADERSHIP PANEL

Daniel Kilalea Executive Producer

Shane Martin CEO and Director

Mannu Singh Director’s Producer / Post Producer

Suresh Nair Head of Post Production

Bruce Macdonald Executive Producer and Director

Central Films

Founded: 2005

Owners: Ian Ross and Karen Coetzee

Offices: Dubai and Abu Dhabi

Number of Staff: 6 karen@centralfilms.com

SPECIALISMS: TVC, content, corporate, TV series, feature films

KEY CLIENTS: Hyundai, LUCID, Toyota, Bvlgari, Hermés

Creative Baboon

Founded: 2023

Office: Dubai

Number of Staff: 2 hello@creative-baboon.com

SPECIALISMS: Creative development, production, content marketing

Craft MENA

Holding group: MCN/IPG

Regional HQ: Dubai (MENA) jon.marchant@craftww.com

SPECIALISMS: Content creation, design and retouching; AV production; postproduction, motion graphics and editing; videography and photography

KEY CLIENTS: Mastercard, GM, L’Oreal, Nestle, RB

Crisp Arthouse

Headquartered: Dubai

Founded: 2019 hello@crisparthouse.com www.crisparthouse.com

SPECIALISMS: Film production: (TVCs, documentaries, luxury events, features, narratives, content development, corporate edutainment), bringing the full skill set; in-house cinematography; direction; photography; concepting; editing; audio design; scriptwriting; storyboarding; colour correction. Brand-led Creative: inhouse voice-overs, MCs and visual artists (street, mural, fine); illustration

KEY CLIENTS: Dubai Tourism, Aldar, Converse, Virgin Megastores, Arthur D Li le, MC Saatchi, Wunderman Thompson, Volkswagen

Founded: 1995

Offices: Lebanon & UAE

+961 133 2267/8/9

+961 331 3040

info@cityfilms-lb.com Cityfilms-lb.com

At CITY FILMS, we work with a curated team of the most passionate producers, and a pool of talented local and international directors, building a consistent track record of creating quality productions across the Middle East. To us, filmmaking is not just an industry. It is an art, a craft and a journey in itself.

More than 25 years of unparalleled experience in filmmaking and production have allowed us to be selective and choose projects that stimulate creativity and inspire us to push boundaries. Boundaries that are ever evolving with time, and that we progressively challenge as we look excitedly towards the future of bringing great ideas to life.

You don’t have to be in front of the camera to smile.

SPECIALISMS: Film production; production services; online content; music videos; corporate films

KEY CLIENTS: Saudi Tourism Authorities, Infinity Energy, OOREDOO, Etisalat, DEPE, Almarai Company, Damas Jewelelry, Arab Bank, KFH, Royal Opera House Muscat, Aqaba Tourism board, Asian Games, Zain Group, MBC Group, Al Moujil group KSA, Mobily Telecom, STC Telecom, Nestle, Mars, Pepsi, Coca-Cola, Toyota, Nissan, Sadia, UAE Air Forces, Korek telecom, Puck, Kraft, Unilever, STC, Daikin, Mansam, WF

AWARDS: Lynx, Mena Cristal, Epica, Cresta, London Film Festival. London International Awards LIA, Cannes nominations

LEADERSHIP PANEL

Joyce Hadife Executive Producer

Nathalie Hammouche Chief Accountant

Marc Hadife Owner

Carla Dib Head of Creative

Dreambox Creative Consultants

Headquartered: Sharjah

Number of staff: 15

Founded: 2017 contact@dreamboxme.com

SPECIALISMS: Photography; video production; drone/aerial filming; online streaming; video recording and live feed

KEY CLIENTS: Novo Cinemas, Al Yousuf Motors, Al Jalila Children’s Hospital, Dubai Silicon Oasis, and Dubai Sports Authority

Electriclime

Founded: 2015

Offices: Dubai, Sydney and Singapore

Number of Staff: 15 jumana@electriclimefilms.com

SPECIALISMS: Director representation, film production, post-production (offline, online, colour, finishing, audio mixing)

KEY CLIENTS: Estée Lauder, Kia, Toyota, Dubai Tourism, Dyson

Founded: 2016

Number of staff: 17 HQ: Dubai, UAE (JLT) www.createproductiondxb.com/ +971 4 442 5674

hello@createproductiondxb.com

Create Production is an independent production house built on creativity, curiosity and collaboration. Our 17-strong team includes experts in AR, animation, aerial production and more. We collaborate with bold agencies, ambitious nation builders and passionate brands to create content that audiences love to watch and share. With a seasoned track record, we craft social content, commercials, event coverage, long-form pieces and everything in between.

SPECIALISMS: Documentaries; aerial production; TVCs; long and short-form video production; 2D & 3D animation; AR development; live events and streaming

KEY CLIENTS: Visit Dubai, Cheil, MCH Global, Abu Dhabi Department of Culture & Tourism, Emirates, Dubai Holding, Nike, Volkswagen, Public Investment Fund, Majid Al Fu aim

AWARDS: Fastest Growing Agencies list, in the top 40 globally, 2019, 2020 & 2022; Best Cause Marketing Campaign – Dubai Holding; Campaign Middle East – Digital Agency of the Year 2022

Shona Royston Head of Production

Dia Hassan Managing Partner and Chief Creative Officer

LEADERSHIP PANEL

Eyestudio

Founded: 2019

Office: Dubai

Ownership: Simi

Kommunications

Advertisement

Number of staff: 30 www.eyestudio.ae

050 690 5849, 04 548 7397 juhi@eyestudio.ae, contact@eyestudio.ae

Your tailored boutique agency for all things branding, production and social media. We craft unique solutions to meet each brand’s precise needs.

SPECIALISMS: CGI animations, videography, photography, social media management, branding, social media strategy, performance marketing

KEY CLIENTS: Orfali Bros Bistro, Pizza Hut, Four Seasons, Dubai Media Office, Emaar

AWARDS WON: Cannes, Loeries, The One Club For Creativity, Lynx, Mean Crystal and LIA

Epic Films

Founded: 2012

Offices: Dubai (HQ) and Abu Dhabi, UAE.

Number of staff: 8 info@epicfilms.me

SPECIALISMS: Film production servicing; feature film facilitation

KEY CLIENTS: RSA (Ridley Scott & Associates), Legendary Pictures, Image Nation Abu Dhabi, MGM (Metro-Goldwyn-Mayer), UFC

Feel Productions

Founded: 2015

Headquartered: Dubai

Number of staff: 10 info@feelproductions.tv

SPECIALISMS: Production; post production; audio recording studio, radio recording and shooting floor; TV commercials; digital films; animation; CGI; photography; line production.

KEY CLIENTS: FP7 McCann, McCann Health, C2 Communications, Classic Partnership, Tonic International

LEADERSHIP PANEL

Founded: 1998

Number of staff: 20 HQ: Dubai

www.filmworksgroup.com

+971 4 457 3132 info@filmworksgroup.com

Driven by passion, Filmworks has carved a niche by specialising in a myriad of creative pursuits, fulfilling the unique needs and vision of our clients. Over the past 25 years, Filmworks has solidified its reputation through reliability and professionalism. In collaboration with our international partnerships, we remain adaptable and prepared to provide comprehensive solutions globally.

SPECIALISMS: Filmworks is a multimedia content production company, servicing clients both regionally and internationally. Our expertise lies in TV commercials, digital content, brand narratives, documentaries, TV series, feature films, theme park entertainment and immersive interactive media.

KEY CLIENTS: SeaWorld Abu Dhabi, Qiddiya, Audi, Genesis, Saudia Airlines, Ithra, Expo City, Zodi & Tehu (feature film), Three Days Left (feature film), Das Beste Commit Noch (feature film)

Ramzi Selouan CFO

Julie Smythe CEO

Melissa Jarvinen Project Director

Jax Dyer-Donaldson Head of Production

Massimiliano Bibbo Executive Creative Director

The Film House

Founded: 2012

Headquartered: Doha, Qatar

Number of staff: 25 info@thefilmhouse.tv

SPECIALISMS: Full-service production

KEY CLIENTS: Qatar Airways, Qatar Tourism, Ooredoo, PUMA, SBE

Films By Nomad

Founded: 2012

Offices: Dubai and Abu Dhabi

Number of Staff: 15 info@filmsbynomad.com

SPECIALISMS: Full production services, ground and drone filming, in-house edit and graphics, local UAE facilitation services

KEY CLIENTS: Discovery, ITV, BBC, Emirates, Masdar City

Filmmaster MEA Productions

Founded: 1974 (Milan); 2005 (Dubai)

Holding group: Italian Entertainment Network

Offices: Dubai, Riyadh, Milan, Madrid, Rio and London

Number of staff: 80 heather.mcdonald@filmmastermea.com

SPECIALISMS: Creativity; production; post-production; international servicing

Fractal Studio

Founded: 2021

Ownership: Fractal Group

Office: Dubai

Number of Staff: 10 studio@fractal.ae

SPECIALISMS: XR video production, virtual production, TV commercials, endto-end video production services

KEY CLIENTS: VIP Films, Epic Games, Thead, Grace Gachot

Holding group: Horizon Holdings (IPG|NYSE)

Regional Headquarters: Dubai

Number of staff: 7

Founded: 2017 fuel-content.com

+971 3544458, +971501120576 info@fuelcontent-mena.com

We are a specialist global production network for advertising, marketing, communications and brand experiences, executing work through an omni-channel approach. Our world-class production and creative services capabilities, coupled with highly agile workflow and asset management technology, delivers exceptional quality at scale, brand control and savings for global businesses. We’re in Dubai, Toronto, Paris, Cape Town, Johannesburg & London.

SPECIALISMS: Film and video production, 2D & 3D animation, stop-motion, VFX, colour grading, sound recording, sound design, sonic and music production, AR/ VR emerging technologies, events and on-ground activations, mobile app and game development, web and HTML development, advanced print management

KEY CLIENTS: Visa, NBK, Centrum/ Haleon, DHL, Dubai South, Boeing, Al Nahdi Medical

AWARDS WON: Cannes Lions Festival 2022, MAD Stars 2022, CRESTA 2022, Loeries 2022, London International Awards 2022, LYNX 2023, CLIO Awards 2023, The ANDYs 2023, The ONE SHOW 2023, D&AD Festival 2023, Kyiv International Advertising Festival 2023, White Square Advertising Festival 2023, MAD Stars 2023

LEADERSHIP PANEL

Reham Mufleh Managing Director, FuelContent

Mazen Jawad President and CEO, Horizon Holdings

Mohamed Bareche ECD, FuelContent

Hicham Soubra Head of Creative Services and Production, FuelContent

Founded: 2008 (UAE), 1994 (UK)

Headquartered: Dubai

Number of staff: 15 https://www.joyfilmsme.com/ 971 44356019 ali@joyfilmsme.com

Joy Films started in 1994 in London and soon grew to international acclaim, winning numerous awards along the way. In 2008, Joy expanded into the Middle East with offices in Dubai and Abu Dhabi. However, it’s our mindset that defines us and not geography. We have always been international, but being in this region of the world has expanded and influenced our ambition and perspective of possibilities. We have always been a creatively led film production company with greater consideration to the creative integrity of ideas and elevation of production values above everything in order to make a difference. That difference is what drives us and our successes. We have evolved into a creative hub, providing creative concept development services to clients while working closely to create unique, relevant stories and ideas tailored to their vision and budgets. Our biggest successes are the relationships and trust we’ve developed. We are constantly evolving and embracing changes and innovations and look forward to the emerging possibilities of AI and technology and the potential they bring.

SPECIALISMS: Film production, production & advertising consultation, production servicing, commercials, online content, music videos, documentaries, features, editing, post production, creative concept development, copywriting

KEY CLIENTS: Neom, Mubadala, Expo City, Misk, Hyundai

AWARDS WON: D&AD Awards, Atlanta Film Festival, Academy Awards nominee, EPICA, NFF

ALI AZARMI

Managing Partner

WHAT NEW TRENDS HAVE YOU NOTICED IN THE TYPE OF WORK YOU ARE NOW DOING?

Increasing requests for diversity and inclusivity in terms of cast for governmental clients. Of course, this is also a European ‘correctness’ trend where diversity and inclusivity are forced in advertising films. In the GCC, however, advertising is leading social norms in the society, rather than reflecting it.

HOW MUCH OF YOUR WORK IS SPECIFICALLY FOR SOCIAL MEDIA?

Everything we do ends up on some form of social media, but very little of our work is designed especially for social media. Producing work designed for social media takes more considerations than just aspect ratio crops.

HOW ARE CLIENT DEMANDS CHANGING?

In our experience, timelines are

INDUSTRY SNAPSHOT

continually shrinking which brings its own challenges. There comes a point that no amount of money can buy you time. But creative thinking can, if there is a will on all sides to make it possible. In our region, everyone expecting everything yesterday has become the norm. But generally, our relationship with clients has become increasingly collaborative and fluid, which is very refreshing and as it should be.

HOW ARE YOU INTEGRATING EMERGING TECHNOLOGIES SUCH AS AR/AV AND THE METAVERSE?

We use AI-based systems for the creative development stages too. Recently, we have been researching and implementing AI-generated voices for narrations with amazing realism and human qualities. We are also sifting through the many systems on the market and customising what works for the desired result. Soon, we’ll have AI researching other AI tech for us. We have been using Unreal Engine and digital twins as part of the recent architectural integration into drone plate shots of landscapes.

LEADERSHIP PANEL

Ali Azarmi Managing Partner

Nima Safari Head Of Production

Mehdi Norowzian Founding Partner

Giga Works Virtual Reality Film Studio

Founded: 2013

Headquartered: Dubai, with offices in Beirut www.gigaworks.ae

+971 50 350 2735

SPECIALISMS: 3D and 360-degree video content capture; VR content creation; VR post production; VR apps and games production; VR Cardboards production

KEY CLIENTS: Daimler, Red Bull, MAF, Emirates, Jumeirah, Dewa, GDFRA, Tecom/DIFF, Etihad Rail, DP World, TS&S, Strata, YahSat

HW Media

Heads of company: Eve Hester-Wyne, Hisham Wyne

Founded: 2014 eve@hwm.ae

SPECIALISMS: Content (wri en and audio-visual); specialised content (complex and technical sectors); TV production and direction; media training

KEY CLIENTS: Expo 2020; Dubai Future Foundation; Smart Dubai; Emirates Airline; Abu Dhabi Fund for Development

Good People

Founded: 2016

Holding group: GP&K

Headquartered: Dubai, UAE

Number of staff: 26

+20 100 251 2085 www.goodpeople.film khaled@goodpeople.film

SPECIALISMS: Production and servicing in Cairo, Athens, Dubai, Beirut

KEY CLIENTS: Lavazza, Pepsi, Palm Hills, Zain, Coke, Google, Diesel, Amazon

Insight Studios

Founded: 2021

Holding group: Sole Establishment

Office: Riyadh

Number of Staff: 8 hi@insightstudios.sa

SPECIALISMS: Media production, TV commercials, short films, documentaries, creative concepts

KEY CLIENTS: PIF, ZATCA, Saudi Commission for Health Specialties, Saudi Olympic & Paralympic Commi ee, JETOUR

Founded: 2004

Headquartered: Dubai

Number of staff: 8

+971 4 396 6999

kinjal@kkddfilms.com

kkddfilms@gmail.com www.kkddfilms.com

The KKDD Films team has been in the industry since 2004 with an expertise in film and post-production. We have two audio suites, two post suites and a colourgrading suite. We produce TV commercials, digital/online content, still photography and audio content for our agencies and clients in UAE, GCC and West and East Africa. KKDD Films works with several local and international directors. Whacky Films Mumbai is our Indian company, which caters to the Indian advertising market.

SPECIALISMS: TV commercials; digital/online content; corporate videos and presentations; 2D/3D animation; colour grading; still photography; radio commercials; jingles; music composition; podcasts; service production; television content

KEY CLIENTS: Emirates, HSBC, Al Rawabi, Dubai Parks and Resorts, Dubai Duty free, Emirates NBD, RTA, Dabur, Colgate, Kellogg’s, Indomie, Toyota, Al Fu aim, Dubai Customs.

AWARDS: Cannes Corporate Media & TV Awards 2022 (Finalist); MENA Digital Awards 2019 – Best Use of Video (Bronze); Best Use of Digital by Sector (FMCG, Silver); Digital Studio Awards 2020 – Best Live Action Capture (Shortlist); Effie MENA Awards 2019 – David & Goliath Category (Silver)

LEADERSHIP PANEL

Ranjeet Raju Audio Engineer

Kinjal Jagdish Tanna Partner / Producer Surtani Pinkesh Editor

JBM Sound Studio

Headquartered: Dubai

Number of staff: 10

Founded: 2006 joe@jbmstudio.com

SPECIALISMS: Audiopreneurs; music composition; sound design; voice-over casting and recording; mixing and mastering

KEY CLIENTS: Expo 2020, Deliveroo, Spotify, Mercedes, PepsiCo

Keko Dubai

Founded: 2019

Holding group: Keko Group

Office: Dubai

Number of Staff: 30 patrick.pesch@keko.ae

SPECIALISMS: Social content, short films, motion graphics

KEY CLIENTS: Porsche Middle-East, Africa & India; Dubai Opera; EMAAR Entertainment Group

LIGHTBLUE

Founded: 2007

Offices: UAE, KSA

K Kompany

Founded: 2010

Headquartered: Dubai

Number of staff: 15-20 info@kkompany.com

SPECIALISMS: Video; television; audio; store music

KEY CLIENTS: NFPC, Unilever, Fine, Agthia, Friesland Campina

+971 4 341 1128 www.lightblueww.com info@lightblueww.com

We work with award-winning filmmakers hailing from all parts of the globe and united with a passion for the medium of film and technology. Our ambition is to push the boundaries of production by creating highly shareable content that drive conversation and business results.

SPECIALISMS: Strategic consulting; live brand experience; film (creative, production, post-production, photography, XR, animation); creative services; digital experiences; original IPs

KEY CLIENTS: Estée Lauder Companies, TikTok, Sony PlayStation, Burberry, MINI, Mastercard, Power Horse, Breitling, Richemont, MDL Beast

HQ: Dubai Number of staff: 46

Founded: 2013 www.lps-me.com

+97145464465, +971569280670 partner@lps-me.com

LPS is a ‘born from social’ marketing communications firm with content production capabilities at the core of its service offering. LPS has an in-house production studio and capabilities, specially engineered and optimised for digital and social media platforms, including video storytelling – long form and short form, gaming, podcasts and live. LPS has pioneered the agency model for new age media platforms and formats, and has offered a disruptively new content production agency experience for brands in the MENA region, ranging from government services, banks, nsurance to beauty and cosmetics, food and technology.

SPECIALISMS: Integrated campaigns, video production, social media management, TikTok and Reels strategy and management, influencer campaigns, digital media planning and buying, gaming and game streaming campaigns

KEY CLIENTS: Dolby, Dubai Chambers, Dubai Silicon Oasis, Perfetti Van Melle, RSA Insurance, Zayed University, Crocs, Abu Dhabi Islamic Bank

AWARDS WON: Campaign ME Agency of the Year 2022 (Social Media Agency of the Year)

LEADERSHIP PANEL

Hamza Sheikh Head of Production

Vivek Namboodiri Program Director

Aasim Shaik Managing Director

Firas Al Zubaidi Group director – Business Partnerships

Yasir Iqbal Associate Creative Director

Gareth Mankoo Creative Director

Liwa Content. Driven

Founded: 1987

Headquartered: Dubai, with offices in New York, Riyadh, Colorado, Mumbai

Number of staff: 25 business@liwa.tv OR sagar@liwa.tv

SPECIALISMS: Video marketing; video; through-funnel content; interactive solutions

KEY CLIENTS: Emirates NBD & Emirates Islamic Bank, Marcus by Goldman Sachs, Dubai Digital Authority (Smart Dubai), Fakeeh University Hospital, BCG Digital Ventures, Beema Insurance, DEWA, Injazat, Dubai Future Foundation, Mashreq, FP7 McCann, Publicis Groupe

Lizard

Founded: 2013

Headquartered: Cairo

Head of company: Karim Mira, founder lizardvfx.com cairo@lizardvfx.com athens@lizardvfx.com

SPECIALISMS: Editing; colour-grading; VFX

KEY CLIENTS: Bigfoot Films; Excuse My Content; Rhino Productions; Nojara Productions; DéjaVu; JWT; Impact BBDO; Leo Burnett; FP7; Kairo

Magic Beans

Founded: 2013

Regional offices: Cairo, UAE www.mbeans.tv Hello@mbeans.tv

+20 111 600 0006

Having been created with creativity, passion and team work, Magic Beans has succeeded in establishing its own territory in Egypt over the past six years. Its scope of work is not restricted to TV commercials; Magic Beans has co-produced more than six TV series and more than three TV shows. In addition, Magic Beans co-produced one of the most trending TV Shows in the Middle East, SNL Arabia. Furthermore, Magic Beans produced the Gouna Film Festival, 1st edition.

SPECIALISMS: Production for TV commercials, feature films, short movies, TV series, documentaries, TV programmes, music videos, digital content

Magnet Connect

Founded: 2001

Holding group: N2 Media

Headquartered: Dubai

Number of staff: 12 hello@magnetconnect.com

SPECIALISMS: Creative; film; photography; talent; production facilitation; locations; post-production

KEY CLIENTS: Jumeirah, Atlantis, KFC, Puck, Costa

LEADERSHIP PANEL

Founded: 2016

Holding group: Publicis Groupe

Regional Headquarters: Dubai

Number of staff: 28 www.prodigious.com

+971 4 3676100 info.mea@prodigious.com

Prodigious is the agency-agnostic, global production platform of Publicis Groupe Middle East. Prodigious offers full-fledged production solutions to support all our clients in visualising their creative ideas. We strongly believe in the power of ideas and care, most importantly about the craft and creative integrity of our clients’ projects. With offices across UAE, Lebanon and KSA, our team remains at the forefront of industry innovations and the latest technology to provide solution-driven approaches. We prioritise collaborative client relationships alongside complete transparency across the board. We have established successful partnerships with a variety brands, enabling us to produce a multitude of work across different production scale.

SPECIALISMS: Film production, full post-production services, animation and CGI, photography and retouching, live streaming, 360 virtual experience

KEY CLIENTS: Saudia Airlines, General Motors, e&, Nivea, Visa, McDonalds, P&G, Nestle, Home Centre, Ferrero, Stellantis, SABB

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

Bassel Kakish CEO, Publicis Groupe ME&T

Sami Saleh CEO - Prodigious ME

Houda Samir CFO, Publicis Groupe ME&T

Nayla Chacra Head of Post-Production, Prodigious ME

Myriam Abi Wardeh Head of Production, Prodigious ME

Medialinks

Founded: 2019

Offices: Dubai (HQ), Doha, London

Number of staff: 10 hello@themedialinks.com

SPECIALISMS: Content creation & production for social media; user acquisition for mobile and websites; e-commerce; websites

KEY CLIENTS: PRAN Foods, Emirates Wet Wipes, Etihad Rail DB

Mile Studios

Owner: Leo Joseph

Headquartered: Dubai

Number of staff: 18

Founded: 2011 info@milestudios.tv; leo@milestudios.tv

SPECIALISMS: Videography; photography; location sound; digital imaging technicians; event coverage; live streaming; specialised in post-production services such as editing, colour grading, sound design and 2D & 3D animation

KEY CLIENTS: Environmental Agency Abu Dhabi, Mubadala, Cleveland Clinic Abu Dhabi, International Fund for Houbara Conservation, Imperial College London Diabetes Centre

Meraki

Founded: 2015

Owner: Hikmat Ghandour

Headquartered: Dubai, with office in London

Number of staff: 5 hikmat@merakiproduction.com

SPECIALISMS: Full-service photo and film production house

KEY CLIENTS: Ralph Lauren, Cheil Worldwide, Jumeirah Group, Beautiful Destinations, Chalhoub Group

Mindloop Studios

Owners: Ahmad Ghannoum, founder; Ahmad Haffar, managing partner & co-owner

Headquartered: Dubai

Number of staff: 8

Founded: 2001 A.haffar@mindloopstudios.com Ahmad@mindloopstudios.com

SPECIALISMS: Voice-over; sonic branding; music composition; sound design/ sound effects; mixing/mastering

KEY CLIENTS: Etisalat, Du, Majed Al Futtaim, Dubai Expo 2020, Playstation

LEADERSHIP PANEL

Founded: 2023

Ownership: Elsa Amm

Headquartered: Dubai

Elsa@pulp.film

Pulp is a boutique production house that specializes in producing high-quality films and photography. We are dedicated to supporting our clients every step of the way, from initial concept briefing to the delivery of the final campaign.

SPECIALISMS: Film production, production services, digital content, photography, corporate films

KEY CLIENTS: Lexus, Google, Nissan, Toyota, Honda

Elsa Amm Executive Producer

Milkshake Media

Headquartered: Dubai

Number of staff: 8

Founded: 2008

Milkshake Media is a creatively grounded content creation and production house, offering directors and writers to suit any budget and style. In-house post capabilities help craft stories. With a discerning eye and deep understanding of budgeting, we work hard to delight our clients.

SPECIALISMS: Production of commercials; visual content; stills photography; animation

KEY CLIENTS: Mubadala, Landmark Group, Unilevers, GSK, Bosch, Samsung, Subaru, Jotun Paints, Al Futtaim Group, Mini BMW, Volkswagen, ADCB, Ikea, Amazon, PMO, P&G Middle East, BBDO, Chiel, Wunderman

AWARDS: MENA Cristals Best Film; Loeries Best Film; D&AD Creative Excellence; Dubai Lynx Best Content; Digital Studio Excellence in Post-Production; MENA Cristal Best Use or Integration of Experiential Events

Misfits Content Creators

Headquartered: Dubai

Founded: 2015 nader@misfits.ae

SPECIALISMS: Marketing strategy; creative campaign platform ideas; film scripts; directing; editing and grading; VFX; audio

Montage TV Production LLC

Founded: 2004 Office: Dubai

Number of Staff: 10 producer@montage.ae

SPECIALISMS: Film production, post-production, audio production, animation, photography, design.

KEY CLIENTS: Roche, Hsad, Paramount, Cheil, Innocean, UX

Motivate Connect

Founded: 1979

Headquartered: Dubai www.motivatemedia.com connect@motivate.ae

From conception to distribution, Motivate Connect delivers! We help brands tell their stories through bespoke content creation across any media platform and device. From ideation to multi-lingual scripting and storyboarding, videography, photography, drone filming, animation and design and editing, our services cover every stage of the production process. Our specialised 360-degree approach integrates within your content strategy, and our distribution network extends the reach of your content across the Motivate Media Group portfolio including online, social media, influencer marketing, cinema and our partnerships with Emirates ICE and Discovery MENA feed. Through our partnership with Intermedia, your brand message can reach new television audiences with key distribution in households across the MENA region via the local Discovery feed.

LEADERSHIP PANEL

Founded: 2017

Offices: Jeddah, Riyadh

Owner: Maria Al Mahdaly otbah@purplebrain.co & info@purplebrain.co +966 55 105 1191 purplebrain.co

Purple Brain is not an icky soda brand or a type of Halloween slime kids get walls dirty with. We’re a creative production house from Jeddah, rooted in madness. Crazy to take on anything yet sensible enough to do it right. Hence, the name inspired by the purple area in the brain where rationalism and imagination intertwine. Our intention is to tell stories. Artistically and thoughtfully. All we can say is we’re good at picking other people’s brains with the story you need to tell, be it 60 seconds or 60 minutes long. The medium is never an issue. Actually, come to think of it, nothing is. That’s what makes us mental.

SPECIALISMS: Creative services, pre-production, production, post production, production servicing

KEY CLIENTS: Saudi Arabia Ministry of Culture, Saudi Arabia Ministry of Tourism, Saudi Airlines, Impact BBDO, Leo Burnett, Saatchi & Saatchi

Otbah Rayess Co Founder and Executive Producer

Kienan Mamoun Head of Post Production

Maria Mahdaly Co Founder

Rawaa Fouladkar Producer

Mohammed Kusaibati Production Manager

Moving Stills

Founded: 2015

Founder: Sadanand Chhatbar

Headquartered: Dubai

Number of staff: 6 sadanand@movingstills.me

SPECIALISMS: Video and photo production and post-production, TV commercials, corporate films, social media videos, 360-degree videos, timelapse, 2D animation, 3D walkthroughs, cinemagraphs, parallax animation, stills photography

Odeum

Founded: 2019

Headquartered: Dubai, with an office in Riyadh

Holding company: Augustus Media Holding weareaugustus.com hello@weareaugustus.com

Odeum, the in-house content studio of Augustus Media, owners of Lovin’ Dubai, Lovin’ Saudi and Smashi TV, is powered by data and insights, designed to produce new media formats, in real time for clients that live across our brand channels. We connect brands with communities and culture.

SPECIALISMS: Video; social; wri en; content; events; audio; online advertising

Phenomena

Founded: 2018

Founder: Pirlanta Toubba; partners: Hiam Salibi, Karam Tabbe Headquartered: Dubai hello@phenomena-productions.com www.phenomena-productions.com

Phenomena is a film production house and creative studio representing emerging talent locally and internationally. We are a third-culture team with a shared passion for film, music and culture. We take on projects as early as the development phase and drive them home for delivery.

SPECIALISMS: Production for TV commercials; digital content; music videos; short films

KEY CLIENTS: Dubai Design District, Masdar, GMG

Proeffect Company

Co-owners: Khalid Alqahtani, Mohammed Al-Saleh

Offices: Riyadh, Al Khobar

Number of staff: 32 Year founded: 2019 info@proeffect.sa

SPECIALISMS: Promotional videos; documentaries; coverage; motion graphics; event on-screen graphics

KEY CLIENTS: Aramco, Ithra, SWCC, Ministry of Media

Founded: 2019

Offices: Dubai, Beirut, Riyadh

Owner: Alain Abi Khalil www.rush.ae

+971 55 2428 334, +966 55 127 1235 info@rush.ae, alain@rush.ae

Founded in 2019, Rush is renowned for its client care, effective communication and forensic a ention to detail. It ensures that the films it produces strike the eye and reside in memory. The team at rush has more than 20 years of experience and brings considerable expertise, clarity of vision, and a proven ability to resolve complex production issues. We work closely with a global network of highly-skilled talents along with a worldwide roster of directors and DOPs. Our passion for filmmaking makes quality paramount for us. Our smiles are our greatest assets.

SPECIALISMS: Film production, production services, post-production, animation, digital content, photoshoots, tv formats, documentaries

KEY CLIENTS: Lexus, Toyota, Nissan, Google, P&G, Recki , Unilever, Nestle, ADCB, Saudi Airlines, Du, Kraft, FAB, Ferrero, Etihad Airways, Beiersdorf, Danone, Renault

Alain Abi Khalil Executive Producer/ Founder

LEADERSHIP PANEL

Rahbani Productions LLC

Founded: 1977

Office: Dubai, Lebanon and Riyadh

Number of Staff: 25 marwan@rahbaniproductions.com

SPECIALISMS: TV commercials, Corporate/Documentary films, Music Videos, Music Composition and Design, Graphics and Animation

Resolution Production Qatar

Founded: 2009

Owners: Kirby Kearns; Simon Ferguson; Fushion Middle East Services

Headquartered: Doha

Number of staff: 50 info@resolutionfilms.tv

SPECIALISMS: Film production; film & crew equipment hire; market research (qualitative & quantitative); branding, strategy & full advertising services (traditional media advertising and street advertising/360-degree media plan); digital design and advertising services (websites, applications and social media advertising platforms)

KEY CLIENTS: Ministry of Public Health, Al Jazeera Media Network, Supreme Commi ee for Delivery and Legacy, Midmac Contracting Company, United Development Company

Red Stone Films

Founded: 2023 (UAE), 2011 (India)

Founder and CEO: Mohammad Irfan Dar www.redstone-films.com

irfan@redstone-films.com; you@redstonefilms.in

+971 50 517 1186

SPECIALISMS: Creative strategy, brand films, human interest films, animation (2d, 3d, motion graphics), video production

KEY CLIENTS: Microsoft, National Geographic Channel, Unicef, International Centre For Research On Women (ICRW), Government Of India

Saluki Media

Founded: 2012

Offices: Dubai, Abu Dhabi.

Number of staff: 14 action@salukimedia.com

+971 4 375 2435

+971 50 103 9117 www.salukimedia.com

SPECIALISMS: Documentaries; corporate films; aerial cinematography; animated content creation; episodic television; event coverage; foreign facilitation; opening ceremony films; virtual event creation and administration; TVCs

LEADERSHIP PANEL

Founded: 2016

Office: Dubai, UAE

Number of staff: 8 hello@thecompanyfilms.com

971 4 566 7079 www.thecompanyfilms.com

Full-service production company, based in Dubai and working internationally.

SPECIALISMS: Commercials, short narrative, documentaries

KEY CLIENTS: Serviceplan, Socialize, Abu Dhabi Media

AWARDS WON: Travel Film International Film Festival, Indiex Film Fest Los Angeles, New York International Film Awards, New York Movie Award, Los Angeles Movie Award, Florence Film Award, Golden Valley Global Cinefest, L’âge D’or International Arthouse Film Festival

Rajeev Tho ippully Executive Producer and Director

Serena Houdrouge Head of Production

Seven Production

Founded: 2011

Offices: Dubai, Riyadh 7production.net pierre.tabet@7production.net

SPECIALISMS: Video production; film and broadcast services; studio facilities

KEY CLIENTS: MBC; Al Jazeera; Imagic; OSN; Dubai Media; Abu Dhabi Media; TwoFour54; BeIn Sports; IEC In Sports; Studio Vision; Talpa

Shadani Media

Holding group: Shadani Consulting

Headquartered: Dubai

Number of staff: 5

Founded: 2016 zaib@shadaniconsulting.com www.shadaniconsulting.com

SPECIALISMS: Professional video production including corporate videos, commercials, documentaries, interviews and training videos; full pre and post production capabilities with scripting, video editing and colour grading

KEY CLIENTS: Canon Middle East, MB&F, Ahmed Seddiqi & Sons, Korloff, Mohammed Bin Rashid Innovation Fund Innovation Fund

Shadow Studios

Founded: 2003

Owner: Shadow Professional Photography

Headquartered: Dubai

Number of staff: 25 shadow@shadowpp.com

+971 4 340 7713 shadowpp.com

SPECIALISMS: Photography; production (social media, medium, big scale); aerial photography/videography; post-production (3D, CGI, colour grading, VO, studio recording); timelapse and 360-degree VR; studio rental; digital content creation and management

Stoked

Founded: 2013

Headquartered: Dubai, with offices in Lebanon www.stokedfilms.com info@stokedfilms.com

SPECIALISMS: Creative production; film production; post production; audio production; TV and digital content; documentaries; photoshoots; feature films

KEY CLIENTS: UN-WFP, International Committee of the Red Cross, Médecins Sans Frontières, Greenpeace, Nestle

LEADERSHIP PANEL

Founded: 2017

Offices: Beirut, Riyadh and Dubai

Owners: Michel Abou Zeid and Cynthia Chammas

Number of staff: 18 www.truffle.film

Michel@truffle.film, Cynthia@truffle.film

Truffle was founded in 2017 with a passion and a dream. A dream that has been taking form since Truffle’s first productions, modeling it into a leading production company, despite its young age. Truffle’s first office was established in Lebanon, then expanded within no time to KSA and UAE. All three offices are managed by their founding partners and executive producers, Michel Abou Zeid and Cynthia Chammas

SPECIALISMS: Behind Truffle, there’s a full-fledged team of producers, production managers, researchers and post-production to offer the highest standards of productions and post productions, as we believe in the primacy of film craft.

KEY CLIENTS: Aramco, Saudi Tourism, STC, Etisalat, Emirates Airlines, King Salman Park, KAFD, Canon, Saudi Airlines, Almarai, Coca-Cola, McDonald’s, Nestle, Ikea.

AWARDS WON: Cannes, Loeries, The One Club For Creativity, Lynx, Mean Crystal and LIA

Michel Abou Zeid Founding Partner and Executive Producer

Maria Awika Senior Producer

Sami Abou Zeid Line Producer

Cynthia Chammas Founding Partner and Executive Producer

Georges Rouhana Senior Producer

Mary Bou Akl Head of Post Production

Socialeyez

Founded: 2011

Ownership: NGI

Regional HQ: Dubai

Number of Staff: 320 BD@Social-eyez.com

SPECIALISMS: Commercials, corporate, product, events. social media

KEY CLIENTS: Du, Canon MENA, ENOC, Dubai Culture, RTA

The Studio96

Founded: 2014

Ownership: Blurred Lens Films and TV Production

Headquartered: Dubai

Number of staff: 12

+971 4 284 6503; +971 55 508 5572; +971 52 722 2122 www.thestudio96.com

Patrick@thestudio96.com; Alex@thestudio96.com

The Studio96 is more than four years old and is specialised in video production at various levels including short films, films for CSR campaigns, corporate commercials, etc. We create stories and we believe stories create movements and brand-building, and ultimately change the world

SPECIALISMS: Production of commercials and corporate films; CSR campaigns and content creation

KEY CLIENTS: Emirates NBD, Centrepoint, Kioxia, Rabdan Academy, DiovidVidimed, Jacky’s, Berger Paints, Ikea

The Talkies

Ownership: Talent Holding

Offices: Dubai, Riyadh, Beirut, Cairo, Casablanca

Number of Staff: 25 info@thetalkies.com

SPECIALISMS: Production, post-production, TVCs, branded content, film and TV development

KEY CLIENTS: Pepsico, QNB, P&G, Adidas, Neom

Ti22 Films

Headquartered: Dubai

Number of staff: 20

Founded: 2011 info@ti22films.com

SPECIALISMS: Film and video production; animation; social media management

KEY CLIENTS: PWC Academy, DP World, ENOC, DMI, EGA

SAUDI ARABIA

Offices: Dubai, London and Sydney

Number of staff: 25+

Founded: 2023 unitecollective.co

+971 55 611 5773

hello@unitecollective.co

Emerging from MENA’s electric pulse, Unite Collective Co. is where bold visual production, crafted colour pale es, and boundary-defying VFX meld. Beyond a studio – it’s a movement, an anthem for the audacious. Three creative titans have joined forces, elevating narratives and crafting tales that seamlessly weave brand ethos into consumers’ lives. This is a transformative company that sees each production unit within, offering agencies and brands a world-class skill set that encompasses all things visual.

CRATER: The Creative Visual Production House. Representing an international roster of directors with end-to-end services across film production in branded content, commercials, promos and socials.

COVERT: A proudly people-first creative studio. In a nutshell - making great work with great people. That great work in question being, but not limited to CG, VFX and animation.

COLOUR: A finishing and colour studio that offers access to a leading roster of international colourists and artists. The collective beckons. This is our invitation.

SPECIALISMS: Commercials, branded content, documentaries, TV, social

KEY CLIENTS:  NEOM, MAKE UP FOR EVER, AMV BBDO, Formula E, Droga 5

INDUSTRY SNAPSHOT

YOU’VE SET THE INDUSTRY ABUZZ WITH UNITE. WHAT’S THE STORY BEHIND THIS VENTURE?

Simon: At its core, UNITE emerged to offer its clients a streamlined production workflow that encompasses strategy, creative, production and post-production. But more than that, we’ve incubated a space for awe-striking visuals. It’s a vehicle where we offer regional clients a global collective of incredible talent.

HOW FLEXIBLE IS THE UNITE MODEL FOR CLIENTS?

Camille: Flexibility is paramount. Clients can either immerse fully in our end-to-end process or cherry-pick the stages they wish to engage with us. We’re all about crafting the best quality visuals without the ego fuss.

Simon: Collaboration is how each of the production units that make up UNITE was formed. It’s in our DNA. We’re redefining partnerships, where we steer away from transactional relationships and instead engage and involve all parties in creative teamwork from the get-go. It creates a highly efficient way of working where mutual passion for the craft is the driving force.

AS DEMANDS SKYROCKET IN THE INDUSTRY, HOW DOES UNITE NAVIGATE THIS INSATIABLE APPETITE FOR MORE AND CREATE CONTENT THAT STANDS OUT?

Simon: It’s undeniable; budgets are tighter, yet expectations soar. But that’s where our remote model shines. We offer world-class talent and cost-effective solutions through a streamlined workflow. With our leadership’s rich regional

experience, UNITE stands as a beacon, offering a bespoke workflow where collaboration with the finest local and international talent is combined.

Camille: In a saturated digital realm, the real question is: how do you resonate? So much of the content we consume feels superficial and is, by nature, forgotten by the next week or in reality, by the next story you consume. We’re staunch believers in the power of emotion. When you strike that heart chord, content ceases to be just ‘content‘. It becomes an experience, eliciting feelings and thereby driving interactions and connection to the brand. That’s the kind of entertainment that lingers. That has meaning. Audiences know instantly when the work has a truth behind it, and that creates the bond between consumer and brand.

LAST BUT NOT LEAST, WITH SO MUCH ON OFFER, HOW DO YOU AIM TO UPLIFT THE REGIONAL CAPABILITIES?

Camille: It’s undeniable that the region has some incredible talent within, but more is always better right. Our workflow has been honed over years of operations around the world. Take colour grading for instance. We’ve roped in the industry’s elite legion of colourists, with pedigrees from the world’s top post-houses, and offer remote capabilities to all our clients. This is just one example of how UNITE is here to change the narrative.

Simon: We’re cultivating a hub, a nexus of global creativity. UNITE is more than a company, it’s a thriving community that will continue to evolve and change. It’s where the talent who are shaping the future of content come together. It’s the future of production. Now.

Co-Founder of COVERT

Executive Producer at CRATER

SIMON DEWEY

CAMILLE LABORDE

Camille Laborde Executive Producer

Simon Dewey Co-Founder

LEADERSHIP PANEL

Ben Dubois New Business

Max Murphy Managing Director

Tomorrow Film

Founded: 2018

Headquartered: Dubai

Number of staff: 4 www.tomorrow.film

antonio@tomorrow.film; rula@tomorrow.film

Tomorrow Film is an audacious, quality-driven and no-compromise production house founded by Rula Bevilacqua and Antonio Sabatella in 2018, after a decade spent acquiring top-notch experience in the UAE and the Middle East. Since we started this amazing journey of Tomorrow, we have quickly achieved a reputation among clients, directors and crew as a reliable and flexible production hub, able to empower the vision behind each project and to push quality and creativity further.

SPECIALISMS: Production and post-production of TV commercials and highend digital content

KEY CLIENTS: Mondelez, Emirates NBD, Netflix, Centrepoint, DTCM

Urban Edge Films

Founded: 2021

Headquartered: Sharjah

Number of staff: 4 comms@urbanedgefilms.me

SPECIALISMS: Scripting & storyboard; creative direction; editing & mastering; animation; VFX

KEY CLIENTS: Canon, Air Arabia, Indian Premier League, Pepsi, Enchanteur

Founded:

2001 (Dubai)

Owner: Rafic Tamba

Offices: Dubai & Beirut

Number of staff: 11 www.vipfilms.com

971 4 3914789

Verge Vision

Founded: 2018

Headquartered: Dubai www.verge.vision hello@verge.vision

+971 4 361 8821

Verge specialises in film production, helping to create shareable and engaging high-quality content. We embrace change and produce innovative content campaigns with stunning film, photography and high-tech virtual reality experiences. We love nothing more than telling compelling stories that inspire audiences.

SPECIALISMS: TV and feature films, commercials, documentaries, digital content and new media including VR and AR.

KEY CLIENTS: Yas Island, Flash, Expo 2020, Ferrari World Abu Dhabi, Warner Brothers World Abu Dhabi, ADMM, Future Foundation, Mubadala, PIF KSA

Viola Producers

Holding group: Multiply Group

Headquartered: Abu Dhabi

Founded: 2001 marketing@viola.ae

SPECIALISMS: Film production and post production, audio production, 2D & 3D animation, digital content

KEY CLIENTS: ENEC, Masdar City, Department of Health, DMT, ADQ

PANEL

hello@vipfilms.com, vipdubai@vipfilms.com

We are VIP films. Welcome to our world, where collaboration fuels our creative spirit. Our production company is where seasoned brilliance meets raw talent, resulting in extraordinary ideas that burst to life on screen. With a rich heritage spanning three generations and over four decades of unmatched expertise, we’ve assembled an exceptional team of individuals who bring their unique skills and visions together. Like a symphony of imagination, our talented minds blend their diverse backgrounds, perspectives and talents to craft captivating work that resonates with audiences worldwide. With each project, we push the boundaries of what’s achievable, creating an unforgettable experience that leaves a lasting impression on hearts and minds.

SPECIALISMS: TV commercials, film and TV production, servicing

KEY CLIENTS: Hilton, SAIB, Lego, Masar, Zain, Ministry of Health, Jaguar, Range Rover, Kinder, UTV, SRMG, Oppo, Qatar International Bank, ADCB, Nakheel

AWARDS WON: Sound of the Flag – Dubai Lynx 2023 Gold, Radio & Audio Award; Al Riyadiya Cannes Festival 2023 Shortlist; LEGO Ramadan – Effie Silver Awards 2022; Riyad Bank Campaign Fraud – Shield of Honor, Riyad Bank 2022; LEGO – ADSports TV idents, Promax BDA Europe 2016 Gold; Dubai Lynx 2015 Shortlist – Film Craft Achievement in Production; Sharjah Tourism Film – International Tour Film Fest Bulgaria’s Special Award of the Team 2016; Toyota TRD – Dubai Lynx 2015 Shortlist, Film Craft, Cinematography; QNB Achievers – Dubai Lynx 2015 Shortlist; Beirut Aftershave – Golden Cesar Award for Best Short Feature, France; Fnac Award in Clermont Ferrand France; Nominated for Best short feature at Cannes; Mabrouk Again

Rafic Tamba CEO

Paula Tamba Senior Executive Producer

Martha Nassar Regional Executive Producer

LEADERSHIP

What If Creative Studio

Founded: 2016

Headquartered: Dubai

Number of staff: 14 www.whatif.ae info@whatif.ae

+971 4 397 3233

SPECIALISMS: Production; post production; ideation

KEY CLIENTS: PMO, UAE Government Media Office, DTCM, Wunderman Thompson, MCN Group, TBWA

Wild Media

Founded: 2013

Owners: Hattie Bowering and Dalia Penzi

Headquartered: Dubai

Number of staff: 4 hello@wildmedia.com www.wildmedia.com

SPECIALISMS: Digital content, documentaries, commercials, campaigns, exhibitions, corporate films, events

KEY CLIENTS: Louvre Abu Dhabi, Dubai Tourism, Abu Dhabi Tourism, Saudi Arabia Ministry of Housing, Burberry

Wonderful Productions

Founded: 2009

Offices: Lebanon and Dubai

Number of staff: 5 paul.sabbagh@wprod.tv

SPECIALISMS: TV commercials, corporate and music videos production

Zia Creative Network

Founded: 2009

Offices: Abu Dhabi, Dubai, Halifax

Number of staff: 15 info@zianetwork.com

SPECIALISMS: Video production; photography; advertising; PR and communications

Zooxel

Founded: 2013

Headquartered: Dubai info@zooxel.com

SPECIALISMS: Commercial and feature film production; 3D Animation; cinematics; virtual production

KEY CLIENTS: Abu Dhabi Government, Sharjah Government, Daimler, Microsoft

LEADERSHIP PANEL

Founded: 2018

HQ: Riyadh, Saudi Arabia

Number of staff: 10 www.westudio.film

+966 55 633 6209 info@westudio.film

World Edge is a Saudi-based production company that empowers brands, companies and individuals. It helps them create and produce their greatest content and amplify their stories, in order to entertain and inspire viewers, audiences and communities across the Middle East, with the use of the latest production technology.

SPECIALISMS: Video asset production, production services, media coverage, event coverage, still imagery

KEY CLIENTS: MISK, Ministry of Culture, Saudi Esports Federation, Gamers8, SDAIA

AWARDS WON: Viddy Awards 2022 – IMCTC’s anti-terrorism campaign, Stop It!

Radwan Aljabarti Senior Producer

Makram Fata Managing Director

Mohammed Faizal Senior Budget Controller

Helana Aljefri Senior Production Officer

MATTER OF FACT

News, views & trends from across the spectrum

MENA’S SHIFT FROM STATIC SCREENS TO SOCIAL STREAMS

TARIQ AL SHARABI

Managing Director of Cicero & Bernay Communication Consultancy

In the digital age, social platforms are the primary conduits for global insights for the tech-savvy Gen Z and Millennial populations, making newspapers and TV broadcasts seem almost antiquated. The MENA region exemplifies this evolution, with its media spending strategy massively gravitating towards social media. And the numbers are revealing: a whopping 50% of advertising budgets are poured into social media campaigns, a trajectory that suggests an eventual surpassing of $10 billion in annual social media ads. Though the implications are evident, with the region spending an average of two hours daily on these platforms, the questions that loom large are: How will social media shape consumer patterns in the future? And, crucially, are we on the brink of ad saturation, pushing users towards newer yet undiscovered platforms?

GAME CHANGER

Launched earlier this September, blinx is the first digital native storytelling hub in the MENA region o ering a new twist on the media scene by integrating advanced technology with engaging storytelling. Designed with the digital age in mind, blinx is looking to deliver meaningful narratives through storytelling, introducing a fresh way for younger Arabic audiences to experience and connect with news and stories.

BREAKING THE NET

Minimalist McMarvel

UAE brings a fresh flavour to advertising with its ‘It’s a Sign’ campaign. Using signboards on Sheikh Zayed Road, these visuals, though devoid of their classic Golden Arches, beckon drivers with their iconic familiarity. It’s a nod to McDonald’s rooted legacy, reimagined for a modern audience.

Danube Properties recently advertised its new Oceanz property, citing a collaboration with Tonino Lamborghini CASA for luxurious interiors. However, in a twist, Tonino Lamborghini refuted this association in a neighbouring ad, clarifying it has no real estate ventures in the UAE with Danube. A branding blunder or a miscommunication mishap? Only time will tell.

Source: Arabian Business, Statista, Campaign ME

MENA’s under-30 audience; a prime demographic for social advertising

UAE and KSA consumers influenced by brand presence on social platforms

McDonald’s

Aren’t you just the ad person?

Recently, I was invited to a Marketing Society breakfast roundtable as part of its over-arching goal of bringing industry people together. Campaign Middle East has always enjoyed a good working relationship with The Marketing Society and I’m keen to strengthen those ties. The roundtable was one of the most insightful 90 minutes I have had in my role so far, thanks to the group of passionate and switched-on brand marketers assembled around the table in Dubai’s Media City.

The dialogue kicked off with the question of what is keeping marketers awake at night, and then looked ahead to how marketers are approaching sustainability, followed by the inevitable AI debate. Here’s a summary of what I jotted down.

Keep it brief: Good briefs (or more accurately, the lack of them) was a big talking point and there’s a strong desire to create better briefs. As one marketer wisely said, you could have the world’s best agencies and brightest minds, but if the brief isn’t clear enough then it will all be wasted. Too often, briefs are cut-and-paste jobs with little effort put in.

Key takeaway: ‘brief writing is an art’.

Seat at the table: Developing closer links with the CEO and the board is also desirable. Maybe in the past, marketing was referred to as ‘the colouring-in department’ but that image has changed. When the CMO oversees multiple functions like strategy and innovation, conversations in the boardroom become easier. When marketing gets siloed, it leads to questions like ‘Aren’t you just the ad person?’ in the boardroom.

Key takeaway: Learn the language of the boardroom, burst out of the marketing-speak bubble.

Talent shortage: As the creative industry expands in the region, there is a need for more creative talent. But the Middle East doesn’t enjoy a large talent pool that cities like London and New York do. Key takeaway: create a ‘gig economy of creativity’.

AI: Artificial intelligence is a regular hot topic (in almost all

industries) and likely to remain so for the foreseeable future. The conversation has thankfully moved on from assessing whether it will be a challenge or a threat. Now the focus is on implementing it, making sure people are properly trained in AI and how it can be a valuable resource within the marketing team. Key takeaway: that very human ‘gut feeling’ can’t be replicated by machines. Procurement, pricing structures and partnerships: Roundtable members had some great advice to overcome some of the perennial issues marketers face. When it comes to procurement, invite them along to shoots so they get a better understanding. Build procurement into the process, in other words. And don’t say ‘service provider’, use ‘agency partner’ instead. It can work wonders. As for pricing structures, this was a call to agencies to rethink their payment models. Many organisations are moving to subscription models, maybe agencies could join the trend. Optimism: While there may be a few things keeping marketers awake at night, there are plenty of things helping them to sleep soundly. The UAE is enjoying strong economic growth and a growing population, bringing plenty of opportunities for expansion and new ideas. This optimism is boosted by Saudi Arabia and its rapid and impressive transformation. Previously, marketers had to explain the potential of this region and convince people of its merits. Now, attitudes have changed and companies are attracted to the Middle East naturally. Happy days.

Stick ‘WHO CARES?’ on every marketer’s wall

executive creative director at

Around the second century, some chap called Ptolemy did what many irritating people do: he claimed to be the centre of the universe. To be fair, it had less to do with his social significance than that of humanity as a whole – or Earth, to be more specific - and its place in the great cosmos. You cannot blame the poor guy: it wasn’t like he had much to rely upon in terms of instruments, not to mention the small matter of a Catholic Church with a penchant for human pyrotechnics. Unfortunately for our collective ego, his model didn’t stand the test of time, and we are all now pretty much aware of what our little blue rock really represents in galactic terms.

Unless, that is, we are in marketing.

Marketing departments – and, similarly, ad agencies - are considerably more likely to adopt the Ptolemyan model than that of Copernicus. For them, their brand sits squarely in the middle of, well, everything,

and everything, in turn, rotates around it, drawn inexorably by its seductive gravity.

It is all, of course, down to space and time – meaning offices and timesheets: when the majority of your time is spent on the same subject, and within the same enclosure, it is perfectly normal, or at least reassuring, to imagine that there is little else out there and that everybody is interested in what you do, or at least aware of its immense significance.

Space debris

The trouble with this is not in the thinking itself – we all have our delusions - but in the planning that comes from it: had we sent Apollo to the moon armed with Ptolemy’s map, we would still be looking for bits of its crew today. By the same token, planning your next marketing move when you are convinced that all the eyes of the world are trained on you, and that the entire universe actually gives a damn about the fact that it is the same great taste albeit in a new and cooler recipient, is likely to lead to the advertising

equivalent of space debris. It also means that there are people out there who are still convinced that their social media post, on paid channels, will get traction all the way to the Andromeda galaxy, when in reality it will hardly go beyond the community manager and colleagues.

“89 per cent of advertising isn’t noticed or remembered”, according to Dave Trott. This either means there’s a massive, advertising-sucking black hole in the neighbourhood, or that we are starting from a deeply flawed assumption: that of selfimportance. In fact, a giant poster that asks “WHO CARES?” should be stuck on every marketing wall and smaller stickers with the same question glued on every computer screen. Otherwise we will never understand our true place vis-à-vis our audience. Otherwise we will never plan with any accuracy. And otherwise we will continue to go to award shows where we collectively convince ourselves that our work is not only at the centre of the world, but that it will also save it.

Regional

Private View

MOHAMMAD IRFAN DAR

Founder and CEO, Red Stone Films

MARCELO ZYLBERBERG

Associate Creative Director, Wunderman Thompson

ETIHAD AIRWAYS: THE IMPOSSIBLE ORCHESTRA (1)

I expected a massive shot of adrenaline and some unbelievable cinematography. What I saw instead was a predictable, easy-going choreographic movement of the Etihad crew (aka skydivers). If I were to believe that it is a action and power-packed performance, reflective of the brand image, I would want to see it visually too. There is more hype and adrenaline rush in the sky diving videos which people post from their personal social media handles. If as a brand you want to compete with an airline that has already shot risky stunts and set a benchmark, you could at least meet them halfway. This mission is indeed impossible.

MCDONALD’S: IT’S A SIGN (2)

Campaigns like these are a delight. This is a great example of leveraging the confidence they have as a brand and the power to make bold creative decisions. McDonald’s creates an experience by saying the least. An experience where they maintain one colour scheme – the golden glow – making it inclusive for customers to interpret their message. It’s a sign, that was seen and made me want to cheat on my diet.

TALABAT: TALABAT X KHABY (3)

Sweet and quirky, right from the start. Sharp visual layout, contemporary feel, and spot-on messaging. The video is easy to predict until the very end. It does its job until the entry of the celebrated TikToker. Strategically this might be brilliant, but creatively it felt like overkill. The campaign adopts the tagline ‘Say Less’, but ends up hammering the life out of the last few seconds. Overall, a very good creative minus the last bit.

VOLT: KEEP THE HIGH VOLT (4)

I don’t understand why the need for reaching a younger demographic has to be so mindless. Why do we have to demean the audience and their intelligence? We have all seen more campaigns than we have possibly created, and hence, we remember the iconic ones. With energy drinks, there are some ‘hall of fame’ worthy campaigns. This is the opposite of those.

EXPO CITY DUBAI: A CITY TO CALL HOME (5)

The voice in the film demands your attention and gives you clarity in return. That’s the only good part. The visual design looks like it’s inspired by stock footage and feels like a catalogue. In order to show the grandeur of the city, they missed emotionally connecting with the audience. A lost opportunity in what could otherwise have been a high-impact creative.

ETIHAD AIRWAYS: THE IMPOSSIBLE ORCHESTRA (1)

In a time when brands are choosing CGI to create impressive videos, watching a stunt done ‘the hard way’ is refreshing. It’s also on-brand with Tom Cruise’s ‘I do my own stunt’ motto. But I felt that it fell flat on what it’s communicating, just a flex on the movie sponsorship and not much more.

MCDONALD’S: IT’S A SIGN (2)

I really like this campaign. The human insight and people’s relationship with the brand come through strongly in just one line. The visuals are also something only a brand like McDonald’s could do, giving nothing but a hint to its golden arches and getting instant recognition. Three words, no logos, clear message. It’s a 10.

TALABAT: TALABAT X KHABY (3)

This campaign follows some of the main rules about working with influencers: know what type of content, understand their style and stick to it. Khaby is the epitome of simplicity, so simple that he doesn’t need to say a word to say it all. A perfect choice for what Talabat is trying to communicate.

VOLT: KEEP THE HIGH VOLT (4)

The video has a fun absurd vibe that really works for an energy drink. I like the cat insight and how they chose a nice costume, but still clearly a costume for the main character. The film ended a bit abruptly but it’s still memorable. I wonder if they could extend the character into social media and have a lot more room for content.

EXPO CITY DUBAI: A CITY TO CALL HOME (5)

Real estate is one of the toughest industries to work with as a creative, especially in the UAE, where cities have an accelerated growth rate. Expo City Dubai’s biggest differential is the Expo 2020 DNA and they do highlight that throughout the film but unfortunately, not in a memorable way.

Etihad Airways

Title: The Impossible Orchestra

Agency: Impact BBDO

Mcdonald’s

Title: It’s A Sign

Agency: Fp7 McCann

Media buying: UM

PR: Weber Shandwick

Social media: Netizency

Talabat

Title: Talabat x Khaby

Agency: Bubblegum Advertising

Production: Bigfoot Films

Post-production: Vivid Studios

Volt

Title: Keep The High Volt

Agency: Rack Advertising

Director: Sherif Mounir

Production: Matchstick Film

Expo

Title: A City to Call Home

Agency: Saatchi & Saatchi

Production: Boomtown Productions

Appointments

Publicis Groupe Middle East has appointed ELIE MILAN as Chief Performance Officer of Publicis Media. In the new role, he will be entrusted with enabling the Group’s media brands Digitas, Spark Foundry, Starcom and Zenith to accelerate and help clients to thrive in a digital and data-led economy. This will be across performance, search, social, programmatic, commerce

Director, to lead the communications work of the agency and build the Golin brand across the region. He is a seasoned media and communications professional with over 20 years’ experience in journalism, agency consultancy and client-side communications. In addition to serving several leading PR agencies, he headed the UK government’s Arabic media.

offices in Dubai and Abu Dhabi. His wider responsibilities include the continued development of agency culture, successfully harnessing the skills and knowledge within and beyond the network to amplify this through

effective training, and to explore strategic collaborations that can drive two-way value.

Integrated Client Services Director. He brings more than 24 years of experience in management and communications. His role will include developing and optimising marketing communications, advertising campaigns and producing

and retail media, and equally for creating partnerships and solutions that drive scale for clients.

Horizon Holdings has announced the appointment of STEPHEN WORSLEY as Regional Managing Director of Golin MENA. He brings more than 26 years of experience as a senior communications professional in the Middle East, delivering impactful communications

Flint Culture has announced the appointment of ELIZABETH SEN as its new MENA Managing

Horizon FCB Dubai has announced the appointment of MOHAMED BARECHE as Executive Creative Director. He takes the lead following an impactful tenure where he championed successful campaigns for brands such as Pizza Hut, KitKat, Louvre Abu Dhabi and Standard Chartered. He reached senior lead creative positions in multinational agencies from Paris to Dubai.

strategies and campaigns representing multinational companies, government agencies and regional business groups.

Horizon Holdings has promoted HAIAN NAYOUF to General Manager of Golin MENA. In this role, he will work closely with Stephen Worsley, the newly appointed Regional Managing

Director. She will lead Flint Culture’s strategic initiatives in the region, focusing on establishing the network and driving client-centric innovation. Sen has led several awardwinning assignments involving demanding mandates, organisational change management, as well as sectoral marketing and public relations on a global level.

Weber Shandwick MENAT has announced the promotion of GHALEB ZEIDAN to Regional Managing Director for UAE, focused on culture, learning and development and partnerships. For the past five years Zeidan has steered the agency’s UAE operations, overseeing both

Havas Middle East has expanded its creative department with LEONARDO BORGES joining as Executive Creative Director for the agency’s office in Dubai. He spearheads an award-winning creative team and is responsible for the work created for the agency’s clients in the UAE.

Viola Communications has appointed FADY KARIM as

strategies that enhance stakeholder value. Karim has worked on several projects for a range of discerning clients including Red Bull, Meraas, Aldar, Dubai Properties, Philips, Abu Dhabi Airport, Agthia and Modon.

Fusion5 has appointed FADI SADER as its new Digital Director. His ambition is to amplify Fusion5’s presence, drawing from his experiences and infusing them with the dynamism of the Fusion5 team.

Leonardo Borges

Fady Karim

The Spin

When we look for potential Spin candidates, we cast the net far and wide. We even stretch as far afield as Thailand, where former Campaign Middle East editor Austyn Allison now resides. Our eagle-eyed ex-colleague spotted this intriguing ad for Dr Pong’s skincare range. We are sure his range of cosmetics is comprehensive, but hope it doesn’t include perfumes and deodorants. Chanel number 5? No darling, it’s just a Pong.

Do plants have feelings? And what about vegetables? This potato, although it’s being suffocated inside a plastic bag, must be ecstatic that it has been labelled as ‘perfect’. It beat some stiff competition to make it into that bag, among the millions of spuds harvested each year. If you don’t know what to do with a potato there’s also a helpful guide – they can be baked in an oven, boiled, fried or grilled. It’s fries for us every time.

Is this ad from eBay a coincidence or a stroke of genius? Above the ad is a news story stating that fake parts went into Boeing and Airbus planes. Below the ad is an Ebay ad with: “Say goodbye to the wrong parts. eBay Motors guarantees parts that fit the first time, and every time.” We think coincidence.

We do love creativity at Campaign Middle East, so it was heartening to see that photographs of concrete can be deemed art, and handsomely rewarded (with a top prize of $10,000). Concrete in Life is a photography competition, organised by the Global Cement and Concrete Association (GCCA). There are four categories - urban design, concrete infrastructure, concrete in daily life and beauty and design. Get your entries in fast.

GET INVOLVED

Call for Listings – OOH Guide 2024

Deadline: 9 October, 2023

Campaign Saudi Briefing

2023: Media and Marketing

October, 2023 Riyadh, Saudi Arabia

Campaign Middle East calls for listing for the annual OOH Guide 2024, to be published on 30 October. The guide lists all outdoor media suppliers, their properties along with all outdoor technology suppliers for easy access for media planners and marketers.

This edition will have a bigger pull-out map marking all the outdoor properties in Abu Dhabi and Dubai, and will also include Riyadh and Jeddah for the first time.

For more details, please email nadeem@motivate.ae

The only constant is change. And when it comes to media and new marketing, change is happening fast. From new features on social media, the rise of influencers and gaming, no-one can afford to stand still. The Campaign Saudi Briefing will make sure you keep up to date.

Join us in October for a day of networking, insightful panels with industry experts and keynote speeches.

To know more, visit: bit.ly/cbbsaudi-eventinfo

RIYADH-Y OR NOT, HERE WE COME.

Because great experiences deserve an even grander home, and where else than the heart of the Kingdom.

Welcome 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.

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. CampaignMiddleEastincludes material reproduced from the UK Edition (and other editions) of Campaign , which is the copyright of Haymarket. Campaignis a trademark of Haymarket and is used under licence. The views and opinions expressed within this magazine are not necessarily those of Haymarket Magazines Limited or those of its contributors.

AHMED AL SAHHAF

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.

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”

JAMES BICKNELL

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.

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.

“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”

ELDA CHOUCAIR

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.

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,

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.

“We measure success through profitability, but then look at the cost side more than the revenue side”

TAREK DAOUK

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.

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

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

(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.”

“The advertising industry is shifting gears, moving rapidly from experimentation to enterprise”

NATHALIE GEVRESSE

globally. And, there’s still more to come.

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.

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.

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.

“

Creative thinking and ideation remain essential in crafting compelling communication messages or campaigns that connect with the audience”

SALEH GHAZAL

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).

towards attention as a metric and understand how much attention people are paying to brands’ ads, the adoption of this metric is still nascent.

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.

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

MOUNIR HARFOUCHE

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.

world of digital algorithms and super fancy machines unintentionally overshadowing the power of unique human insights and the genius of creative minds.

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.

AHMAD ITANI

TITLE: Founder & CEO, Cicero & Bernay

YEARS IN ROLE: 18

OTHER ROLES: Chairman of PRCA MENA | President of ICCO Middle East

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.

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

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.

“Generation Alpha are the storytellers of today and tomorrow, and the narratives they spin are redefining how we will remember our present”

MAZEN JAWAD

CEO, Horizon Holdings

(Horizon FCB MENA, BPN MENA, GolinMENA, Blue Barracuda and Fuel Content)

NUMBER OF YEARS IN ROLE: 2 (29 in total).

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.”

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.

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.

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’.

“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...”

BASSEL KAKISH

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

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,

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.

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

DANY NAAMAN

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.

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

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”

REHAM NADER MUFLEH

transforming the advertising industry and keeping

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

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.

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 ho est 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.

“AI can revolutionise the way advertisers target and engage audiences, o ering hyper-personalised content”

JOE NICOLAS

CEO, UM MENAT

YEARS IN ROLE:

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.

Se ing 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 a itudes 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

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 be er things is making this region an a ractive 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.

“The ability to respond with agility will be the di erentiating factor that sets game-changing brands apart”

DANI RICHA

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.

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.

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.

as Media City in KSA, Media City in Dubai and twofour54 in Abu Dhabi. Also, with the Dubai Creative Economy Strategy in place, they are aiming to double the contribution of creative industries to the UAE GDP by 2025 - the potential impact is huge. This 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.

“This courage and boldness doesn’t just fuel big ideas and make us a global creative hub but is also a lighthouse for talent”

ABDALLAH SAFIEDDINE

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.

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

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.

“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”

AMMAR SHARAF

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.

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

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.

So, as the sector transforms, our 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.

“Marcomms professionals will have to continuously sharpen their skills and keep up with industry trends”

DANIEL SHEPHERD

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.

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

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

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….”

“

To build a safe space where ideas can flourish, without fear, but with enough safety nets in place ”

DANA TAHIR

Managing Director, Havas Red Middle East

YEARS IN ROLE: 4

OTHER ROLES: MEPRA Board Member

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.

POWER ESSAY: HARNESSING THE POWER OF HUMANISTIC LEADERSHIP

By Dana Tahir, Managing Director, Havas Red Middle East

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 pa erns 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 ma er 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 a ract 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”

HOUDA TOHME

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.

#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”

FAWZI TUENI

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).

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.

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.

“The future of OOH will be data-driven, with real-time data infusing greater agility to ensure that messages become more relevant”

TONY WAZEN

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.

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.

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

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.

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.

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

HABIB WEHBI

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.

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

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.

“In this data-driven landscape, datadriven advertising is a breakthrough when it comes to fulfilling users’ interests and needs”

HASAN ZAINI

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.

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

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.

“Advertisers are confronting an evergrowing complex media landscape filled with a multitude of platforms”

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