Campaign Middle East - February 2024 by Motivate Media Group

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January 29, 2024

11/01/2024

11:01

A M OT I VAT E P U B L I C AT I O N

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CAMOUFLAGE PRODUCTIONS

GOES INTERNATIONAL

#323

Your Worldwide Network for Cinematic Excellence At Camouﬂage Productions, we merge the artistry of cinema with the impact of global advertising. Our unique selling point lies in our expansive international network; from Dubai's dynamic hub we stretch our wings to all continents on the world map. With state-of-the-art resources in Canada, Spain, South Africa, Italy, France, Denmark, Belgium, Argentina, Portugal, Netherlands, South Korea, Japan, Brazil, New Zealand, Germany, Poland, Albania, Mexico, and Georgia, we offer unparalleled production capabilities to bring your vision to the screen.

www.camouﬂageproduction.com

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A M OT I VAT E P U B L I C AT I O N

January 29,2024

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DIGITT A L DIGI AGENCY AND AD TECH GUIDE 2024

INSIDE

O N I S T C 2 I 0 D 2 E 4 R P

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MAKE THIS

YO U R Y E A R

5-6 MARCH 2024 E M I R AT E S G O L F C L U B

D U B A I LY N X . C O M

CO SPONSOR

IN ASSOCIATION WITH

STRATEGIC PARTNER

January 29, 2024

The world’s tallest branded clocktower to open in Dubai Swiss Luxury watchmaker Franck Muller has announced a partnership with UAE real estate developer London Gate to build the tallest residential clock tower in the world. The project called Franck Muller Aeternitas Tower will mark the watchmaker’s entry into the world of real estate. To be developed in Dubai Marina, the tower is anticipated to be at a height of 450 metres, making it the tallest branded residential tower and the tallest residential clock tower in the world. LIMITED EDITION WATCH The tower’s facade will be decorated by a Franck Muller clock at the top. According to London Gate’s website, the luxury design of the Swiss Watch brand will be incorporated into the building finishes of Aeternitas. Each apartment sold comes with the promise of a limited edition Franck Muller watch, according to the National. The tower aims to offer a living experience that reflects the brand values and vision of Franck Muller and London Gate. The tower will showcase “sophistication and elegance”.

“It is incredible to launch Franck Muller’s first-ever real estate collaboration in a world-class city like Dubai, known to be one of the most vibrant, luxurious, and developed cities in the world,” said, Erol Baliyan, Managing Director of Franck Muller MEA. MIDDLE EAST EXPANSION The watchmaker’s partnership with London Gate also marks its expansion to the Middle East. “We are delighted to expand in the Middle East with this unprecedented partnership with London Gate,” Baliyan adds. “We have been strategically exploring the branded residential market in the UAE to bring the heritage of brand excellence to the realm of real estate. He also highlighted that this project “marks the beginning of a new chapter” for the brand. The venture also seems to be the first of many, as indicated by Baliyan. ICONIC VENTURES “We are excited to introduce a record-breaking legacy for Franck Muller – which is slated to be the first of many iconic ventures that will unfold globally.”

Aeternitas Tower will mark Franck Muller’s entry into real estate.

Eman Taha, Dubai-based Chief Executive Officer of London Gate Developers, said: “With this partnership, we aim to reinstate the standards of sophistication and elegance, creating a living experience that reflects the brand values and vision of both London Gate and Franck Muller.”

EXCLUSIVE “An exclusive branded residential project; this will stand as a testament to our commitment to crafting unparalleled and never-seen spaces that resonate with our brand partner’s essence and prestige.” The project is expected to be completed in 2026.

Al Arabia signs $142m OOH deal

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JOOD LIFE-SAVING OUTDOORS Wunderman Thompson Morocco and NGO Jood partnered to transform OOH billboards into shelters for earthquake victims in Morocco, as part of their ‘Life-Saving Outdoors’ initiative. The Marrakech Al Haouz region in Morocco recently experienced an earthquake that resulted in the loss of over 2,850 lives and over 2,500 injuries. The initiative aimed to repurpose hundreds of 4×3 outdoor billboards into robust, waterproof, and thermal tents.

Arabian Contracting Services Co. has announced that its UAE sector’s Al Arabia OOH Digital Company has been granted the rights for outdoor billboards in Dubai worth more than $142 million (AED 522 million). RTA, the road and transport authority in Dubai, granted Al Arabia the rights to install, operate and maintain a total of 294 outdoor advertising billboards across the emirate for the duration of 10 years and 5 months. Through the move, Arabian Contracting Services Co. aims to expand its geographical presence and complete Al Arabia’s network and its digital advertising solutions to provide distinctive services to various client segments. According to Al Arabia, this step has also been taken to elevate and maintain its leading position, and strengthen its market share locally and regionally.

January 29, 2024

Impact BBDO’s Etihad Airways campaign creates more than 2,000 versions of ad Employing a YouTube Bumper, a short video ad format, mimicking an in-flight safety announcement, the agency crafted an ad that resulted in 2,400 versions, each one persuading the customer to travel in order to get their desired item, be it electronics or fashion.

The agency partnered with Google’s Creative Works to uncover that Black Friday sales begin way before the day itself

Etihad Airways, the UAE’s national airline, tasked Impact BBDO with a global sales campaign that showcased the airline industry’s approach to Black Friday. The agency crafted an ad that resulted in 2,400 versions, each one persuading the customer to travel in order to get their desired item. Impact BBDO partnered with Google’s Creative Works to discover that Black Friday sales begin way before the day itself. With 70 per cent of shoppingrelated searches containing ‘Black Friday’ occurring in October and the days leading up to the

main event, the agency found an opportunity to engage potential travellers well in advance. TRAVEL SUGGESTIONS André Nassar, Executive Creative Director at Impact BBDO, said: “To win Black Friday, we knew a regular sales campaign wouldn’t fly. So we asked ourselves, if people are shopping for iPhones, why not offer them a flight to New York to buy it there? “Our hunch was that if we made a travel suggestion to the right person at the right time, it will work.”

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HYPER-PERSONALISED Each version swapped product and destination imagery, delivering hyper-personalised travel suggestions. These targeted messages reached the relevant in-market audiences across 20+ countries over three weeks, supported by a strategy spanning Meta, TikTok, display ads and Paid Search. The nature of this data-driven performance marketing initiative required collaboration between Impact BBDO, Google, Crossmedia, and Smartly to deliver optimal results. Tiago Phillimore, Director – Digital & eCommerce at Etihad Airways, said: “Digital and e-commerce are a key growth engine for us, and there were high expectations on this campaign. “All our partners worked to ensure that we could optimise the campaign in real-time. When the final numbers came in, we realised that this wasn’t just the best-performing campaign in terms of engagement and website visits; it resulted in the highest-ever digital sale recorded in our airline’s 20-year history.” * Impact BBDO’s Chief Creative Officer Ali Rez joined Campaign Middle East for our On The Record podcast to talk creativity and more. You can listen to the pocast on Anghami, Spotify and online at www.campaignme.com/ category/podcast

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KINOKUNIYA OFFSET BOXSET

ALMARAI MILK EVERYDAY IS THE SMART WAY

Kinokuniya’s new initiative called ‘Offset Boxset’ aimed to tackle carbon emissions linked to excessive social media use. The boxset is a collection of books that showcases how many carbon emissions could be neutralised by reading, incomparison to those generated by consuming social media. In the store, individuals were informed about the impact of their reading on carbon emission reduction, encouraging a shift from passive online consumption to active environmental participation.

Almarai launched its latest fresh milk campaign “Milk every day, is the smart way.” The campaign is an initiative by Almarai to promote the importance of drinking fresh milk. Parents could create a AI-generated personalised song by inserting their child’s name and choosing a topic. The song, using Saudi artist Rasha Rizk’s voice, then promotes the daily habit of drinking fresh milk. People could then share these creations across their social media platforms.

Agency Saatch & Saatchi ECD Gautam Wadher

Production Anghami

January 29, 2024

Publicis Groupe reveals 6.3% growth and €300m AI investment Publicis Groupe has announced 6.3 per cent growth for last year and €300m investment in AI. The advertising giant revealed it had beaten market expectations and achieved organic growth to €13.1bn last year. The Middle East and Africa grew organic net revenue by 12.4 per cent. The group is launching an AI-powered entity called CoreAI, in which it is investing €300m over the next three years. Its AI platform will mean ‘everyone in Publicis will become a data analyst, an engineer, an intelligence partner’. BUILDING A PLATFORM Arthur Sadoun, Publicis Groupe’s global chief executive and chairman, said: “We’ve spent the last seven years building a platform. This allows us to have three advantages that none of our competitors have – proprietary data at massive scale, billions of data; a single structure that means we can work seamlessly from one version to another; and 45,000 engineers, consultants and data analysts.” Publicis Groupe’s AI strategy, which is explored in detail in a filmed presentation fronted by Sadoun, aims to make the group the “industry’s first AI-powered intelligent system”. That platform

Publicis Groupe’s global chief executive and chairman Arthur Sadoun

has been key to it outperforming the market, in terms of both ‘financial and extra-financial KPIs’. The shift to an intelligent system will enable the business to connect “every data point, from across every expertise, business unit and geography, and putting them into the hands of all of its people”. The heart of the system will be what Publicis Groupe is calling CoreAI, an entity developed using Publicis Sapient’s AI expertise and partnerships.

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DATA POINTS CoreAI brings together all Publicis’ proprietary data, including 2.3 billion consumer profiles, trillions of data points around content, media and business performance, nearly a petabyte of assets on its Marcel platform, and 35 years of “business transformation data and coding owned exclusively by Publicis Sapient”. CoreAI will make all its data points available to all 100,000 staff and can be deployed across five main disciplines.

Saudi’s PIF reveals brand refresh Saudi’s Public Investment Fund (PIF) has announced the launch of a brand refresh, along with a new multi-year partnership, Electric 360, with Formula E, Extreme E and E1. The refresh aims to showcase PIF’s heritage and essence. It also aims to highlight PIF’s commitment to progress and growth in “driving transformation at a historical scale”. The new identity will be used at all PIF partnership events including the Electric 360 events throughout 2024. The PIF has partnered with Electric 360 to support the growth of electric motor sports and their role in advancing the future of electric mobility. The Electric 360 collaboration is in line with PIF’s broader sponsorship goals. These goals focus on bringing to life the brand’s ambition with a focus on four pillars: inclusivity, sustainability, youth and technology. The partnership will also promote educational opportunities related to electric motor sports, as well as community, environment and social programmes. PIF will also conduct thought leadership events, STEM initiatives and community apprenticeship programmes. Mohamed AlSayyad, Head of Corporate Brand at PIF, said: “We believe in the power of partnerships, investing in innovative collaborations as part of our focus on ‘Investing in Better.’”

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ETIHAD AIRWAYS BLACK FRIDAY CAMPAIGN

PUCK SELFLESS SHELVES

Etihad Airways tasked Impact BBDO with a global sales campaign to showcase the airline’s approach to this annual shopping day. The agency partnered with Google’s Creative Works to uncover that Black Friday sales begin way before the day itself. The agency employed a short video ad format, mimicking an in-flight safety announcement. Then it crafted an ad that resulted in 2,400 versions, each one persuading the customer to travel in order to get their desired item, be it electronics or fashion.

Puck has announced the launch of ‘Selfless Shelves’, an initiative aiming to empower five entrepreneurial women from five distinct villages in Lebanon by granting them shelf space in Carrefour stores to sell their handcrafted and locally sourced produce known as ‘mouneh’, packed in repurposed Puck glass jars. These jars highlight each woman’s story and aim to support their families with earned income. The initiative was launched in light of the economic crisis in Lebanon, which has left a staggering 63 per cent of women unemployed.

Agency Impact BBDO

Creative FP7 McCann Media PHD PR Current Global

January 29, 2024

YOUNG TALENT TO BE SHOWCASED AT DUBAI LYNX

The international festival is MENA’s premier platform for creative excellence with a range of initiatives to foster the next generation of talent, writes Campaign Middle East editor Justin Harper

he Dubai Lynx International Festival of Creativity is the leading festival and awards for advertising creative excellence in the Middle East and North Africa. It will be held on the 5 and 6 March 2024 at the new venue of Emirates Golf Club, Dubai. One of the highlights of Dubai Lynx is its focus on young talent, who bring fresh perspectives and innovative ideas. The festival helps nurture future creative leaders in the MENA region. From university students embarking on their journey (18-25 years old) to ambitious individuals 32 and under working in the industry, Dubai Lynx’s programmes cater to both. The Student Competitions, tailored to university students in advertising and marketing, offer a chance to apply practical skills, gain industry experience and receive recognition for creative work. These competitions double as networking platforms, allowing students to connect with industry professionals and aid in kick-starting their careers. The Student Hack, in collaboration with Dubai Media City, provides a platform for students to showcase their capabilities, learn from mentors and gain experience by addressing real client briefs. For emerging talent in the industry, the Young Lynx Competitions serves as a stage to showcase creativity. Participants face the challenge of developing creative campaigns or solutions within 24 hours, creating an intense competition among agencies, with the

winning team celebrated at the prestigious Dubai Lynx Awards Ceremony on 6 March. SUPPORTING YOUNG TALENT In its second year, The Young Lynx Academy powered by Publicis Groupe, takes place on 3-5 March, ahead of the Dubai Lynx Festival on 5 March. It aims to support young talent in the creative communications sector. The Academy offers a free mentorship opportunity and inspiring content from keynote talks and workshops by industry leaders. A 24-hour hack competition, centered around a charity brief, allows participants to push their strategic and creative boundaries. Applications are currently open and will close on 12 February. Bassel Kakish, Groupe CEO of Publicis Groupe Middle East, said: “Publicis Groupe ME is thrilled to partner again with Dubai Lynx to host the Young Lynx Academy, reinforcing our commitment to prioritising young talent. “Our ongoing support reflects our dedication to nurturing the creative leaders of tomorrow. By providing mentorship and immersive experiences, we aim to empower young talent, shaping their journey towards success. I’m looking forward to meeting this year’s group of participants from across the region.” Dubai Lynx also provides discounted passes for students and young professionals (Young Lynx) to attend the Festival, offering the chance to be inspired by both global and regional speakers. AWARD WINNERS The Dubai Lynx Awards honour creative excellence across a wide variety of disciplines including creative effectiveness and strategy, film craft, media, PR and social media and influencer. High-profile jurors will award the coveted Dubai Lynx trophy to establish the definitive standard for creative excellence in the Middle East and North Africa region. Presented by Cannes Lions together with their regional partners, Motivate Media Group, the Dubai Lynx International Festival of Creativity, is held in association with the UAE Chapter of the International Advertising Association (IAA) and with the support of Dubai Media City (DMC). For more information on Young Talent opportunities at Dubai Lynx or about the Festival, visit www.dubailynx.com

January 29, 2024

INDUSTRY FORUM: Should all brands have to show their environmental side?

January 29, 2024

Estelle Khayat,

Jonathan Lawlor

Senior Manager - Strategy & Insight, Publicis Groupe Middle East

Partner at Premium & Fine Foodstuff

YES

Corporations could bear a significant share of the blame for environmental harm, and that could make them responsible for taking environmental action. But even when it’s more than greenwashing attempts, environmental responsibility shouldn’t be a brand’s differentiating factor. That’s with the exception maybe of some true ‘purpose-native’ brands (not every brand is a Patagonia). If we stop looking at environmental responsibility as a competitive advantage, the ambition can then be for brands to uphold a collective responsibility in implementing industry-wide changes towards a more conscientious path. Instead of competing on purpose, we’d open impactful action not just to consumers, but to other brands too.

We no longer live in a world where we can rely on government policies alone to address all challenges facing our environment. The private sector profits from doing business in our society and has an ethical responsibility to step up and show leadership in addressing environmental challenges and supporting communities in which they operate. We launched Premium & Fine Foodstuff with an objective to take more responsibility for helping to raise sustainability awareness and addressing environmental challenges. Doing so in the right way, authentically and staying true to their brand values will be rewarded. Consumers are increasingly demanding more sustainable brands and want to support brands that are taking steps towards a more sustainable future.

Alex Malouf

PRCA MENA Board Member

YES

Alok Gadkar

CEO/CCO of Tuesday, a GP Inc company

MAYBE

In light of the recent COP28, the need to sing the same song has been quite a challenge for many brands. But if you don’t have an environmental, sustainable, climate change story, there is absolutely no need to force-fit. In fact, stop right there. Being relevant is more important than being present. Having said that, it’s time for brands to introspect and consider improvements that can be made within all areas of their business to minimise their carbon footprint, including within their buying, manufacturing and sourcing departments. Creating and putting out a “sustainability agenda” story to tick a PR box is highly contrived; today’s consumers instantly recognise a fabricated narrative. Integrity is everything when it comes to this highly important issue.

Yes and Yes! Tell me of a brand that doesn’t have an environmental footprint and tell me of an issue that is bigger than climate change today. Consumers are rightly asking questions about what brands are doing to go carbon neutral, and any brand who ignores this will see their reputation suffer. I’d hope that every brand and organisation would have a strategy to reduce their carbon emissions as well as a way to communicate the work they’re undertaking and the results they are achieving. I’d say that this is white space for many brands in our region, and I hope we put this issue front and centre what with COP28 in the UAE last year.

Irene Garcia Lasala

Director – Sustainability, GMG

YES

Brands today need to be responsible. There is a difference between having a purpose and showing an environmental commitment. A purpose-driven brand creates a positive impact through its operations, while a report-driven brand explains the efforts it has taken to mitigate the negative impacts of its operations. Some brands may choose to make environmental responsibility a central part of their mission, vision, and goals, while others may simply report on their efforts to reduce negative impacts. Not every brand needs to fully revamp its business around sustainability, but every company should take steps to minimise its negative effects on the environment, economy and society and communicate its plans for doing so.

January 29, 2024

Wasim Basir

Head of Marketing at Circulyte

YES

There is no choice. The planet is in ICU and this is the only one we have. The real change is only possible with a PublicPrivate Partnership and so far, a lot of the environmental challenges such as the plastic pollution we face today, have been caused by the ignorance of several private companies. The real problem is not plastic but plastic collection and recycle / reuse. That is why at Circulyte we are focused on creating solutions that are easy for the troika of government, private sector, and consumers. We all live on this planet and we all need to come together to help save it. For far too long the private sector has been getting away with checking the box. Hence, they need to now show real meaningful intent backed by real meaningful action.

Farah Choucair

Head of Data and Insights, Webedia Arabia Group

YES

Lynn Al Khatib

VP Communications, Chalhoub Group

Insisting that all brands showcase their environmental side risks diluting the impact of sustainability and purpose-driven messaging. Forcing every brand into this narrative, regardless of genuine commitment, can divert resources in the wrong direction. Instead, the emphasis should be on meaningful actions. Let’s focus on brands with the capacity to authentically demonstrate their commitment to sustainability and purpose. This approach ensures that the message remains impactful and avoids the risk of greenwashing, preserving the relevance and true impact of environmental initiatives.

Haikel Ben Hamouda

And we should stop asking this question. Do we ask if all restaurants have to show they don’t serve salmonella-contaminated burgers? We don’t. It’s a food safety regulation they have to meet. It’s not a choice. Now sustainability is not a zero-sum game. It’s a spectrum. Brands have to deliver on it. It can be painful cost-wise, but it will make business sense sooner than they think; more importantly it will make brand sense. Data shows conscious consumerism is rising. Climate change is no more something people read about. They live it. It’s impacting their health. Their livelihoods. And they need to know that their brands care.

Strategy Director, TBWA\RAAD

YES

“The only way forward, if we are going to improve the quality of the environment, is to get everybody involved,” said Richard Rogers. Protecting the environment is a collective responsibility. Brands must be part of it. We live in a world where people have developed defiance against “greenwashing”. It’s not about instrumentalising greenwashing to sell more, it is about selling more wisely to create loyalty. Therefore, brands must be careful with their narratives: why they do it, and how they do it. Above all, asking a simple question can help us decide: Does this make sense to our brand?

Shraddha Pareek

Public Relations Specialist, IMile Delivery

YES

In today’s eco-conscious world, it’s imperative for all brands to exhibit their environmental commitment. ESG investing is on the rise, and businesses with strong environmental credentials tend to attract more investment. A surge in climate awareness, coupled with global environmental challenges, has made consumers more discerning. They actively seek out brands that align with their values. With stringent regulations and emissions targets becoming the norm in various regions, brands that proactively address their environmental impact gain a competitive advantage. Sustainability is not merely a buzzword but a vital aspect of brand identity. Highlighting green initiatives demonstrates social responsibility and can attract a more loyal customer base, leading to long-term success. With COP28, where climate and environmental action took centre stage, brands showcasing their sustainability efforts towards the environment is now pivotal in driving meaningful change.

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PARTNER CONTENT

January 29, 2024

Camouflage Productions is now international

fter six years of excellence in producing some of the most memorable and astounding work in the region, Camouflage Productions has taken its natural next step. It is reaching yet another milestone in its international expansion by partnering with Supercluster, a network of production houses comprising of 20 production partners across six continents aligned with core filmmaking values; stimulated with artistic collaboration and integrity. With production partners in Canada, Spain, South Africa, Italy, France, Denmark, Belgium, Argentina, Portugal, South Korea, Netherlands, Brazil, Japan, New Zealand, Germany, Poland, Mexico, Georgia and Albania, Camouflage Productions is now placed on an international forefront in the film production world. This opens doors to new opportunities, exposure and horizons to its clientele in today’s global market without any extra costs or financial margins. This new partnership makes Camouflage Productions the only production house in the MENA and GCC regions connected with different production ambassadors in all the aforementioned regions. Typically, the family that composes Camouflage Productions celebrated this announcement in a familial fashion, where each team member was recognised for their contribution to the constant growth of the company. “Every team member is a key player here, every small contribution has been food to our soil that strengthened our roots in the industry,” said Dania Salha Quaglio, Executive Producer and Founder of Camouflage Productions. “Our affiliation and partnership with Supercluster is a testament to our hard-work and dedication to the craft and industry we’re passionate about, this will only spread our wings to new places we’re yet to discover.” With no geographical boundaries, the Supercluster network is constantly conversing about the industry with the vision of executing international projects seamlessly while preserving local strength. “Being part of the Supercluster network only opens new opportunities and

international solutions to our client base and without any additional financial implications,” added Dania. “What also excites me is the fact that we will be bringing a lot of productions to the UAE, providing opportunities and more work to our filmmaking community in the region”. The Supercluster partnership consists of different members, who are: Asymetric (Canada), Be Sweet (Spain), Carbon Films (South Africa), Courage (Italy), Glitch Paris (France), Honeytrap (Denmark), Landvogel (Belgium), Mamá Hungara (Argentina), More Maria (Portugal), Mother Media (South Korea), Future Frank (Netherlands), Mr+Positive (Japan), O2 (Brazil), Reel Factory (New Zealand), Saltwater (Germany), Warsaw Production (Poland), Caravan (Albania), Dorsia (Mexico), Metro (Georgia) and Camouflage Productions (UAE). “This partnership, where we are constantly exchanging and communicating ideas with many internationally acclaimed production houses from all over the world means we can assist each others’ different needs, whether it being production services, locations, directors, talent, post production and any form resources and support.” Camouflage Productions always believed in the power of collaboration in filmmaking and the importance of fine craftsmanship within the production cycle, to ensure the best possible outcome of every film belonging to any scale. Camouflage Productions have been involved in the making of countless productions in the UAE market; winning many awards and nominations, and Dania never stops singing the praise of her collaborators “We’ve been very lucky and fortunate to win the trust of our clients and collaborators in our market, they will remain to be the backbone of our success, and partnering up with Supercluster is also a testament to their contribution to our journey, and we will invite them along and help us write this new chapter.” “Camouflage Productions will be celebrating its international expansion in Cannes this year and we invite all our clients to join the Supercluster party to meet our new partners and to simply enjoy themselves. You’ll be hearing from us with more information.”

“We’ve always believed in the power of collaboration in filmmaking and the importance of fine craftsmanship”

January 29, 2024

BUILDING A NEW MEDIA

GIANT FOR THE REGION Elie Habib, co-founder of Anghami, and Joe Kawkabani, CEO of OSN, spoke to Campaign Middle East’s editor Justin Harper about their planned merger

January 29, 2024

“W

e have all the right ingredients to succeed and scale up and build a big business. We have great technology. We have great content. We have a great team and we have strong brands. You put all of these together, the sky is the limit,” proclaimed Joe Kawkabani, CEO of OSN. In late November, OSN+ and Anghami, music and entertainment streaming platforms, announced a deal to merge. The merger will combine Anghami’s technology and music catalogue with OSN+’s library of video content. Kawkabani was joined by Elie Habib, co-founder of Anghami, for an exclusive podcast interview with Campaign Middle East editor Justin Harper. When I asked for soundbites to describe the merger, Habib smiled and said: “I like bold. I like ambitious. I like transformative to both industries, to both companies and to provide a new media giant in the region. But at the end of the day, the proof is in the pudding. And we do believe that you just need to wait to launch the new product.” CONTENT IS KING In simple terms, the merger will create two products housed under one company. The two products will remain separate, but interconnected. “The apps will be tightly coupled which means that the user using the Anghami app can immediately jump over to the OSN ecosystem and vice versa. We are building the infrastructure for greater connectivity throughout that will be able to provide us some functionalities from one app into the other,” explained Habib. “We’re taking the music that we’ve been working on for a long period of time and merging it with the best of what OSN does and creating basically a tech company that has at its core media, music and video and talking to the same user base.” Kawkabani added: “This will enable us to serve and recommend better content for our clients and hyper-personalise the experience, which we believe is key in streaming services and stream operation.” There are also plenty of new features that will be added later on, such as a recommendation engine, along with 4K and Dolby Atmos. MERGER BACKGROUND When Kawkabani met Habib in 2019 the idea to merge was born, but the timing wasn’t right. The two platforms later collaborated on a Game of Thrones season 8 partnership which proved to be a huge success.

‘‘THE USER USING THE ANGHAMI APP CAN IMMEDIATELY JUMP OVER TO THE OSN ECOSYSTEM AND VICE VERSA’’ Kawkabani added: “So the idea stuck in my head. When I got involved in OSN, I invited Elie to join the board, and he got to understand the business better. So we then put our heads together and put the plan together, and got the blessings of both sets of shareholders and boards. And now, here we are.” There’s a lot of demand for quality Arabic content in the region, and Anghami and OSN feel they can play a bigger role with their combined scale and size. “We can provide customers a different kind of local content that basically will appeal hopefully to their tastes.” Startling figure time: Only 1 per cent of Anghami’s music catalogue is in Arabic, but it generates more than 60 per cent of its traffic. “The demand in Arabic is super important. Unfortunately, there’s a lack in production of Arabic content at the same time in music and video. We have to be really picky about how we build up a new slate of Arabic video content,” added Habib.

ADVERTISERS For advertisers, there will be new infrastructure built in both apps to cater to them. “I think that the message is we have 120 million registered users and two-and-a-half million paid subscribers. And great content too. That’s something that Anghami has been doing quite well in terms of growing the advertiser base,” added Kawkabani. Anghami and OSN+ will combine their expertise in free content, freemium and subscription models and apply them across their streaming platforms. For advertisers specifically, Kawkabani revealed that “we’re going to be releasing something around that towards the end of the year. There’s definitely interest and we definitely think with our combined user base, advertisers would want to reach that.” “We’re providing something that is unique in the region, a proposition whereby we complement not just on music, Arabic or international, but also on podcasts, on audio books, on movies, series and much more. Right now, let’s just step up and really get into a premium positioning across the region and increase our user base.” The merger is expected to be completed in the second quarter of 2024.

REC

January 29, 2024

BRAND FOCUS

IKEA A

t Campaign Middle East, we have started a new feature called Brand Focus which showcases companies we think are doing great things with their branding, marketing and advertising campaigns. IKEA HISTORY On 28 July 1943, Ingvar Kamprad, then only 17 years old, founded IKEA in the small town of Älmhult in Småland, Sweden. In the beginning, IKEA was a small mail-order business where orders were filled by a teenage, none other than Ingvar himself on a bicycle. Fast forward to 2023, the brand is now represented in 62 markets with 462 IKEA touchpoints, 700 million physical customer visits, 2.6 billion online visits, and more than 20 million IKEA app downloads. The team of 231,000 IKEA co-workers worldwide help create a better everyday life for many people. DEMOCRATIC DESIGN “Our fascination with life at home is what makes us IKEA – and never has it been more important than it is now. It’s why we talk to thousands of people each year about what

makes life at home better for them, so we can help them to not just survive there, but to thrive. “Through this fascination, we’ve built our special knowledge of the feeling of home and of the emotional needs we have in it – including privacy, comfort, ownership, belonging and security. And of how designing the IKEA range based on our democratic design principles means affordable, accessible, sustainable solutions for all,” the brand said. DIGITAL TRANSFORMATION “Digital technologies have completely changed the way we’ve live our lives. At IKEA, we not only want to create a better everyday life for many people but also convert every visit into an experience. Our store in Festival Plaza located in Jebel Ali is equipped with new and improved digital solutions which will help enhance our customer’s shopping experience. Keeping up with the market needs, IKEA launched an online home planning & interior design service where IKEA consultants will help our customers create the perfect room setting and choose the right product design that

suits their needs and style,” an IKEA spokesman told Campaign Middle East. E-COMMERCE AND PERSONALISATION The two most important trends for online retailers today are mobile e-commerce and personalisation. IKEA continues to develop and optimise its furnishing offers digitally, make them relevant and provide tailored online experience for consumers. It is working towards offering new levels of convenience for online consumers through customer services, speedy delivery, quality installation and an easy return policy among other features. “We will inspire and help people improve their life at home through digital interaction based on knowledge and insights. We will create possibilities for our consumers to experience our products through Augmented Reality on their mobiles, allowing them to use high quality 3D assets to design their homes and decide on their choices.” CHATBOTS IKEA is also developing communication channels available 24/7 using AI chatbots as a support mechanism for customers to enquire about order status, get assistance and information related to home furnishing decisions and needs. “We are constantly listening to our customers’ feedback to understand their needs and areas of improvement. We are also constantly working towards innovation and strategies which help us to adapt quickly to customer centric needs and expectations.” CHANGING PERCEPTIONS Ikea’s recent ad in the UK took a surprising turn when it created a completely fake brand to showcase its products. Conceptualised by UK-based creative agency Mother, the ad aims to change how IKEA kitchens are perceived. The video kicks off with a seemingly luxurious ad, complete with a cello player in the background and soothing music to boot. The campaign went beyond the ad spot to even creating a fake launch event in the UK for the Eureka Spiritisis brand. IKEA invited several influencers to the event to see the kitchen in person before revealing its real identity. The ad campaign aimed to change the perceptions of how people saw IKEA kitchens and shed a strong light on quality aspects of the kitchen. By Sonia Majumder

January 29, 2024

THE YEAR AHEAD FOR

THE METAVERSE

Dream Farm Agency’s Dave Ansari talks branding beyond reality design turning heads in the digital world. The destination: a virtual beach where the sunset seems almost real, surrounded by the beauty of a digitally crafted seascape. In this digital world, it’s all about creating moments that transcend the virtual, making Alex’s virtual first date a dazzling experience. In this near virtual future, it’s only the brand that makes the moment.

n consumer purchasing decisions, the appeal often lies in the blend of product excellence and brand reputation. Take Nike, its success lies in combining a trendy image with comfort and top-notch materials. Beyond just the brand, consumers are attracted to the tactile experience, the durability, and sustainability of its products. There is still enough space for lesser-known brands, which may not be widely recognised but succeed by offering products of superior quality and comfort.

‘‘The metaverse is still in its developmental stages’’ However, when it comes to the metaverse, the scenario changes. Picture this: Alex, a Gen Alpha boy, is preparing for his first date in the metaverse. He decided to go with a virtual suit by Gucci, a statement of style that speaks volumes on his behalf. And his shoes? Pure Louis Vuitton elegance, making every virtual step a mark of sophistication. On his wrist is a virtual Rolex, adding a dash of luxury. And his ride for the evening? A Ferrari, virtual yet breathtaking, its sleek

From Web 1.0 and 2.0 to the Metaverse Era To grasp the future direction of branding in the metaverse and set expectations, it’s important to look back at the directions of Web3, noting its similarities to the paths taken by Web 1.0 and Web 2.0 Each of these stages in the web’s history began with an initial surge of excitement, followed by a period of slowdown, and eventually expanded into wider adoption and integration. Web 1.0’s growth in the mid-1990s led to the dot-com bubble, which eventually burst, yet the web stabilised and continued to develop. Similarly, Web 2.0, introduced in 2004, initially caused a stir with its new interactive capabilities, but faced challenges such as privacy concerns, only to later become integral to our daily online experiences. Now, Web 3, peaking in interest in December 2021, is mirroring this pattern. It rose rapidly as a solution to Web 2.0’s limitations, but the excitement has tempered as it faces its own set of challenges in building a decentralised internet. However, the current trend indicates that it’s gearing up for a comeback, and it’s going to be big. As we look towards 2024, the metaverse market size is anticipated to experience a slight decrease from 2023, reaching a value

of $74 billion. This reduction can be partly attributed to the fact that the metaverse is still in its developmental stages and also the current global economic recession. However, this will not lead to a substantial decline. In fact, the metaverse market is forecasted to expand rapidly, with an annual growth rate of 38 per cent from 2024 to 2030. Despite a forecasted downturn in the overall metaverse market, a notable increase in infrastructural investments is anticipated, led by industry giants, pouring billions of dollars into its development. Meta, Microsoft, NVIDIA, Epic Games and Roblox are investing heavily in developing the computing resources and networks that will be required to support the metaverse, preparing a powerful and scalable infrastructure. These substantial investments, coupled with the advancement of AI and an anticipated economic recovery around 2025, are expected to rejuvenate the metaverse market. As a result, the market is projected to surge, reaching an estimated $508 billion by 2030. This growth will open up myriad opportunities for businesses in commerce, entertainment and education. More companies will likely capitalise on this by selling virtual goods and services, engaging in metaverse advertising, and having no choice but to develop innovative business models adaptive to this virtual world. This means we need to prepare for the metaverse to become a regular part of our lives, changing how we hang out, work, play, and even see the world. The metaverse offers a vast platform not only for major corporations but also for innovators, creators and anyone eager to leave their mark. Whether you represent a brand, a creative agency, or are simply an individual with grand ideas, this can be your opportunity. Much like the inevitable adoption of social media and Web 2.0 by businesses, the metaverse and Web 3 are poised to become essential platforms for participation. The metaverse’s complexity and newness create a niche for agencies, in particular, as that can navigate its complications and guide brands and businesses effectively. Now is a golden opportunity to engage with the metaverse, while it’s still less crowded. Rather than watching from the sidelines, take the moment to act and be part of this exciting evolution. By Dave Ansari, Business Strategist at Dream Farm Agency

January 29, 2024

s we step into 2024, an intriguing evolution unfolds within the marketing landscape of the Middle East and North Africa (MENA) region, placing a special emphasis on Generation Z (Gen Z). This demographic holds an increasingly pivotal role to brands and marketers due to their burgeoning influence and distinct characteristics. Growing up in a digital and hyper-connected world, Gen Z’s preferences and behaviours offer fresh insights and challenges. In my academic role and interactions with future leaders at Georgetown University, I am inspired by the principle of 'always growing'. This ethos resonates profoundly in the vibrant and dynamic context of the MENA region, where we navigate swiftly changing marketing trends increasingly influenced by Gen Z’s unique perspective.

be overlooked. Platforms including Tabby and Tamara are reshaping Gen Z’s shopping habits by allowing them to split expenses across multiple payments, providing a flexible and cost-effective substitute to traditional credit. Its attractiveness stems from its ease and transparency, catering to

‘‘We navigate swiftly changing marketing trends”

the financial preferences of a generation that values ease and autonomy in managing their expenses. This trend signifies a broader shift in consumer finance, showcasing the innovative evolution within the business landscape. REDEFINING LUXURY CONSUMPTION IN THE MIDDLE EAST The Middle East’s luxury goods market, notably propelled by the UAE and Saudi Arabia, currently valued at $15.85 billion and projected to double by 2030, represents a significant trajectory driven by Gen Z’s evolving preferences. This generation is consuming luxury three to five years

SUSTAINABILITY AT THE FOREFRONT A pivotal moment that underscored the importance of sustainability in consumer preferences was the recently concluded COP28 summit in Dubai. With business leaders and youth in attendance, the summit emphasised environmental responsibility, which resonates deeply with Gen Z’s values. Notably, 78 per cent of MENA Gen Z consumers believe that companies must behave ethically and in line with community expectations. This generation’s heightened awareness of sustainability issues calls for brands to adopt eco-conscious practices and promote ethical consumption. TRANSFORMING GEN Z ENGAGEMENT AI-driven personalisation in marketing strongly appeals to Gen Z due to its seamless customisation based on individual preferences and behaviours. This digitally native demographic highly values authenticity, individuality and convenience, finding AI-powered systems leveraging their online activities appealing. Additionally, when used transparently and responsibly, AI-driven personalisation aligns with Gen Z’s ethical concerns, fostering trust and positively influencing brand perception. Overall, AI-driven personalisation’s capacity to deliver relevant, efficient, and customised experiences caters precisely to a generation with an attention span as short as eight seconds, making it a compelling strategy to engage and connect with this demographic.

MENA MARKETING

HOW ‘BUY NOW, PAY LATER’ IS RESHAPING GEN Z’S SPENDING HABITS The impact of financial services such as ‘Buy Now, Pay Later’ (BNPL) cannot

Gen Z's social awareness is reshaping marketing, writes Georgetown University’s Prashant Malaviya

THE YEAR AHEAD FOR

earlier than millennials, demonstrating heightened interest in novel designs and distinct collaborations. Reflecting their commitment to sustainability, Gen Z shows a growing inclination towards the second-hand market, particularly for vintage finds and eco-friendly shopping. This shift necessitates a nuanced approach from luxury brands, melding the allure of luxury with a conscientious response to the rising demand for sustainable and culturally relevant products within the Middle Eastern market. THE RISE OF UNEXPECTED BRAND COLLABORATIONS CAPTIVATING GEN Z Another notable trend is Gen Z’s keen interest in unexpected brand collaborations. Examples such as the successful Adidas x Ravi Restaurant collaboration, epitomise this generation’s desire for novelty, creativity, and cultural resonance achieved through a distinctive fusion of global and local influences. Breaking traditional boundaries and the convergence of different industries can create buzz and appeal across this demographic, setting new benchmarks in brand creativity and consumer engagement. GEN Z’S SOCIAL AWARENESS IS RESHAPING BRANDS Gen Z in the MENA region is also socially conscious, much like their global peers. Their understanding of societal issues, advocacy for ethical practices, and accountability expectations from brands are commendable. For brands, aligning messaging with inclusivity, cultural sensitivity and social responsibility becomes crucial. Looking ahead, brands must adapt to these evolving trends to resonate with the Gen Z audience. Embracing thoughtful partnerships and AI, offering accessible payment options, and prioritising ethical considerations will be key to earning the trust and loyalty of this conscious and savvy consumer base. As I often advise my students, expanding one’s perspective is essential. For brands in the MENA region, this involves moving beyond traditional marketing approaches and embracing the unique amalgamation of local and global trends that define this dynamic market. As we observe these transformations, it’s fascinating to envision the innovative strategies that will emerge, resonating with a generation that is as diverse as it is discerning. By Prashant Malaviya, Vice Dean of Programs, Georgetown University’s McDonough School of Business

January 29, 2024

THE YEAR AHEAD FOR

EXTENDED REALITY (XR) Tactical’s Mike Khouri reveals the moment the XR community has been waiting for

ew year, new realities, right? That’s what people tend to hope for. Yet in the world of Extended Reality (XR), 2024 doesn’t just look to be a year of hope, but rather a big year of major breakthroughs. First up. Let’s clear up what XR is Often an umbrella term for Augmented (AR), Virtual (VR) and Mixed (MR) Reality, you can now also throw Spatial Computing into the mix with Apple’s upcoming Vision Pro release this year. And while these labels can confuse people’s perception on the subject, the quick answer on XR is this: it’s an immersive technology that merges the physical and virtual worlds together through a digital interface. I know what you’re thinking - goggles that overlay digital interactions on the world I see, or take me to other virtual worlds, right? Yes, and no. It’s more than that. It’s so much more, but in the vein of keeping things simple, let’s look at real life use cases that have helped clear the path for what’s to come next. It starts with the tech Recent advancements in technology including hardware, 5G and overall processing power - means we now have the environment to enable user adoption at scale, and match the experience with real value, mobility and utility. And this matters, a lot. It elevates the experience from being a gimmick - a toy - to being something a wider demographic of people begin to see real value in. Enter Social AR So far the easiest on-ramp to XR for the general public has been Social AR through platforms like Snapchat, TikTok, Instagram and more. These channels have put augmented experiences in the hands of hundreds of millions of mobile users everyday, and what started with gimmicks of vomiting rainbows and babyfaced filters, now extends to real utility like virtual try-ons, image recognition and plenty more. Nowadays, from the comfort of your own phone, it’s common practice for Snapchat users to open the app, pick a lens and check out the latest beauty products from major brands in real time. Same goes for virtually trying-on shoes, watches, clothes, etc. For example, we recently worked on an experimental award-winning Snap lens with Nike’s Air Force 1s which used Machine Learning and 3D modelling to create a

customisable, immersive experience allowing users to create, try on and share their own pair of kicks. Beyond this sort of application, you can even point your camera at a maths equation and it’ll do the work for you. All with the power of AR (and a whole bunch of fancy tech working in the background). For brands, this unlocks a new medium of creativity and connection, and for users a new level of utility. Not only does this extend branded real estate to people anywhere in the world, it also allows brands to be more interactive than other traditional platforms and completely demolishes the confines of bricks and mortar spaces within which a lot of brands are reduced to.

‘‘From being a gimmick to being something a wider demographic of people begin to see” Virtually anywhere For the next level of reality, and beyond the mobile screen, millions of people are playing and connecting in virtual worlds around the world. Powered by the likes of the Meta Quest 3, people are transforming their homes into gaming, training and streaming arenas. And while these headsets have been generally touted as gaming accessories, we are increasingly seeing use cases of people utilising them as an alternative to the traditional computer screen. What this can soon mean for an office or learning environment is a far more interactive medium that unlocks a whole new tier of creativity and engagement. Enter the Vision Pro The moment the XR community has been waiting for. Whenever Apple enters an industry, be it music, mobile or wearables, it brings a level of legitimacy, usability and scale that not many brands can deliver on. With the public release of the device coming in early February,

many are expecting this to be the moment that changes things in a big way, as well as an evolution in how we could interact with screens in general. Admittedly, I sit in the camp of (positive) change. From productivity to gaming to entertainment, I believe the Vision Pro will be the enabler that shows the masses what’s possible with XR. Yes, the price tag will hold back mass pickup of this first-generation device, but what it will do is force the industry to step up to a new standard, and this can only be a good thing in the quest of making XR a reality for the everyday user, and 2024 the breakout year for this immersive technology. By Mike Khouri, Founder + CEO at tactical

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THE YEAR AHEAD FOR

SPORTS BRANDS PUMA’S Taner Seyis looks ahead to the evolving sports landscape in the region

ntegration. Collaboration. Redefinition. These three concepts are set to make all the difference this year as sports meets lifestyle to change the landscape in 2024, with the spotlight placed on making global more local, and unlocking the power of partnership to activate new horizons for sports brands. The landscape has no shortage of sports brands competing for consumers’ attention, but our perspective at PUMA is that this year, all bets are off. The opportunity to innovate and create

will not come down to competition, it will come down to collaboration. In our 75 years of operations, we at PUMA have positioned ourselves as the brand at the intersection of sports, culture, fashion, and innovation - with collaboration at our core. Collaboration has helped reshape and redefine what sports brands are capable of and how they tap into the zeitgeist, and in the process connect with their fans. This approach has helped sports brands keep pace with rapidly shifting consumer tastes – and is set to be the linchpin of sports trends for the new year. 2024 will be defined by collaboration and integrating with the region’s ever-growing passion for sports culture and as a result redefine what it means to be a sporting brand. How did we get here? A clear build-up following a shifting cultural and social landscape, driven by new aspirations, new creative approaches, and by passion. Over the past year brands in the GCC have been

“We have positioned ourselves as the brand at the intersection of sports, culture, fashion and innovation” witnessing a major transformation with the region’s fast-paced prosperity and growth. So how should brands aim to meet this challenge? By seeing it for the opportunity it is, and lock hands with the gamechangers of today, the creatives, athletes and innovators to create, innovate, and propel sports culture forward through the power of collaboration. For the upcoming year, PUMA Middle East is utilising this tenet to deliver new experiences powered by partnerships and fan passions. We take pride in our ability to integrate within the communities we operate in, localising the brand’s presence, and investing in local initiatives, championing growing core passions such as football and sports in the region, as we reflect what our consumers care about. While brands vie for the top spot among consumers, the 2024 formula to success will be

tying brand strength with impact-driven partnerships to deliver experiences and redefine the sports landscape. Our work with Al-Hilal FC taps into the largest football fanbase in the region and one of the most decorated football clubs across Asia, and the best in the KSA, bringing the recognition and resources of our global brand with the unbeatable wave of football passion to drive sports innovation and celebrate local culture. Integrating with the football club, its fans, and the country’s commitment to the sport reverberates a double effect across the regional and global stage. On a local level, our collaboration with ISD Dubai Sports City allows PUMA to meet the demands of the local athletic community at an all-purpose space where different athletes engage with different sports interests without any limits or discrimination. From football and La Liga academy to Footlab, Padel and Running, our branding and supply efforts help amplify an existing go-to facility for the overall betterment and engagement of local community spaces, driving sports forward, and promoting active healthy lifestyles together. Local partnership is crucial to engaging local communities, driving brand presence and preference, while demonstrating that we genuinely care about the communities and individuals that we serve. Placing the spotlight on fellow enablers such as our long-term partnership with Warehouse Gym in the UAE, demonstrates a steadfast commitment to supporting local athletes and individuals embarking on their fitness journeys, and how sports brands deliver a top-notch experience through cutting-edge facilities and technology, through the power of integration. But integration can go even further, beyond working with established icons and popular community centres, a spotlight on everyday athletes is a key focus. People with drive, passion and skill across the sporting world inspire us every day. When we work with them, we tap into an idea that can inspire our everyday customers, who can see themselves reflected in their accomplishments. A major pillar in our mission and strategy is community engagement and integration by working closely with professional athletes in the region and aiding them in growing their career passions. We select ambassadors with emphasis on their drive and ability in sports rather than their following. This initiative is a celebration of uniqueness, individuality, and sports as it supports the journey of professional athletes who are grassroots icons of the community by signing them as ambassadors. By Taner Seyis, PUMA Middle East Managing Director

January 29, 2024

THE YEAR AHEAD FOR

DIGITAL AGENCIES Hashtag’s Amir Massimi outlines the key trends and transformations he sees happening across 2024

he ongoing shift toward digital agencies has been a gradual evolution, but the forthcoming year is poised to be the epicentre of transformative change. 2024 promises to be a pivotal moment where the impact of this shift becomes unmistakably clear. As we stand on the start of this transformative year, the unfolding trends in digital agencies captivate our anticipation for an interesting and impactful journey ahead.

In the dynamic landscape of digital and social marketing, the year 2024 brings a lot of predictions and shifts that promise to reshape the future of agencies. With a surge in social media users and an accompanying increase in marketing spend, the positive outlook for social media marketing is undeniable. This essay focuses on key trends and transformations I see happening across 2024: Social media usage dominance: Statistics indicate a noteworthy increase in social media users and marketing spend. 107 per cent of the United Arab Emirates’ total internet user base used at least one social media platform. And more than 79 per cent of the Saudi population used at least one social platform, but the attention has shifted fast and brands are dedicating a bigger share of their spend on organic and paid social content. AI revolution in marketing: As agencies strive to enhance their capabilities, the integration of artificial intelligence tools is set to skyrocket. AI will be the linchpin for agencies aiming to optimise campaigns, analyse data and refine targeting strategies. This technological leap will distinguish good agencies from exceptional ones, propelling the latter to new heights of efficiency and innovation. Video content proliferation: The emergence of platforms like Reels and TikTok has introduced a new era for marketing content. Video content is predicted to surge exponentially, with clients prioritising engaging formats. The unrivalled reach of short-form videos will drive agencies to tailor their strategies, focusing on short format videos with engaging stories from UGC formats to CGI's recent popularity. Talent scarcity: With the increasing demand for high-quality content,

‘‘The unrivalled reach of shortform videos will drive agencies to tailor their strategies’’ agencies will find themselves in a scramble for skilled talent. The role of content creators becomes paramount as agencies seek individuals capable of producing compelling and innovative content. The war for talent intensifies, challenging agencies to attract and retain the best in the field. Influencer marketing dominance: Influencer marketing is slated to claim a lion’s share of clients’ budgets, emerging as a top-tier marketing channel. The growth of influencers as brand ambassadors is unprecedented. Agencies will need to adeptly navigate this space, forging authentic partnerships to leverage the influencer’s audience and credibility. Rise of ‘brandformance’: The decline of organic reach on social media platforms necessitates a harmonious blend of paid

and organic strategies - giving rise to brandformance. Clients will increasingly demand measurable results without neglecting the branding aspect, pushing agencies to craft strategies that seamlessly integrate both paid and organic efforts to maximise brand visibility and engagement. E-commerce integration: With the rise of shoppable content on social media, digital agencies may need to integrate e-commerce elements into their clients’ social strategies. This could include optimising product listings, implementing buy buttons, and creating seamless pathways for users to make purchases directly within social platforms. Localised marketing emphasis: Recognising the importance of local searches within social platforms, digital agencies might emphasise localised marketing strategies. This involves tailoring content to local cultures, leveraging local influencers, and creating localised content. Sustainability and social responsibility: Consumers, especially Gen Z, are becoming more conscious of environmental and social issues. Digital agencies could focus on helping brands integrate sustainability and social responsibility into their narratives, aligning with the values of socially conscious consumers and helping brands embrace and activate their purpose. Specialisation and agency consolidation: Niche agencies, focusing on specific areas of expertise, will deliver the best value to clients. Bigger networks will focus on acquiring and merging with digital agencies in their everlasting efforts to catch up and create consolidated entities that offer one-stop solutions continuing the trend started a couple of years ago. The future of a digital agency is poised to be as dynamic and ever-changing as the platforms they navigate. In this highlycompetitive landscape, only the most lean, adaptive and innovative agencies will not only survive but also lead the way, shaping the next era of digital and social marketing. By Amir Massimi, CEO at Hashtag Social Media Agency

January 29, 2024

s we leap into the promise of 2024, we must approach the new landscape with a new-age sensibility. In the face of unprecedented shifts in the communications landscape, driven by rapid technological advancements and shifting consumer expectations, we are presented with great opportunities alongside equally great responsibilities. In this era of information saturation, as ever, disciplines like public relations, social media and digital marketing are continuing to undergo significant shifts, demanding communication professionals to recalibrate their strategies with dynamism and agility. SOCIAL MEDIA: THE IMPERATIVE OF AUTHENTICITY In a world where digital interactions define how brands relate to consumers, authenticity emerges as the linchpin of successful communication strategies. Carolyn MacLeod, Senior Manager of Social Media at PBS Kids, aptly points out that authenticity will remain paramount, especially with the increasing integration of AI. Consumers will continue to crave genuine connections (if not more so than ever), and social media managers must now adopt a creator’s mindset. The 2023 Sprout Social Index underscores this idea, highlighting that authentic, non-

‘‘In navigating the AI-driven landscape communication professionals must strike a sweet balance’’ augment, not replace, the genuine human connection that lies at the heart of effective communication. IMPACT OF TECHNOLOGY: THE AI REVOLUTION AI has the potential to deliver real value in the Middle East’s Gulf Cooperation Council (GCC) countries - as much as $150 billion, according to McKinsey research. AI has emerged as a transformative force across the communications landscape. It’s not just about automating tasks; AI is revolutionising the way brands communicate, understand, and engage with their audiences. Integrating AI into communication initiatives enables

THE YEAR AHEAD FOR

AUTHENTICITY Consumers will continue to crave genuine connections, says Atteline's Sophie Simpson

promotional content is what consumers crave most from brands on social media. In the pursuit of authenticity, conversational engagement gains prominence. Platforms like Meta’s Threads signal a shift towards fostering direct, meaningful conversations with audiences. The emphasis is on treating social media interactions as more than mere transactions but as genuine conversations that reflect the personality and values of the brand. As influencers leverage AI to enhance their marketing work, communication professionals must navigate this landscape with a particularly keen eye. The integration of AI in influencer marketing can lead to more efficient content creation, personalised interactions, and targeted audience engagement. However, the challenge lies in maintaining the authenticity that consumers unquestionably seek. Consumers are becoming adept at recognising the nuances of authentic conversations versus those orchestrated by AI. PR professionals must be vigilant to ensure that influencer partnerships remain transparent, genuine, and reflective of the client’s values and that AI is used to

organisations to predict consumer behaviour, customise interactions, and enhance user experiences through innovative tools such as AI-powered chatbots and data analytics. The power of AI lies in its ability to process vast amounts of data swiftly, providing valuable insights that drive strategic decisionmaking. This predictive capability allows brands to proactively address consumer needs, making interactions more personalised and meaningful. In navigating the AI-driven landscape, communication professionals must strike a sweet balance. While technology augments efficiency, it is essential to retain the human touch in communication. AI should be seen as a facilitator, freeing up time to cultivate and nurture more personalised, human-centric engagements. DATA-DRIVEN NARRATIVES: WHERE CREATIVITY MEETS INSIGHTS Data is not merely just a compilation of statistics but is the cornerstone of crafting compelling narratives. Nike, a household name synonymous with athletic performance, is a master in the art of leveraging data to expand its market reach. By analysing customer behaviours, preferences, and trends, brands can uncover opportunities to weave creative storylines that resonate with specific audience segments. Nike’s foray into the broader wellness sector, as seen through its Nike Training Club and Nike Run Club apps, showcases the transformative power of data-driven insights. Understanding customer behaviour allows communication professionals to tailor narratives that directly address the needs and aspirations of target audiences. Comms professionals must become experts at utilising data analytics tools. These tools unveil valuable insights and serve as the compass for tailoring narratives that captivate and engage diverse audiences. The convergence of creativity and insights, facilitated by data-driven approaches, is the key to crafting narratives that stand out in a competitive and dynamic environment. As we launch ourselves into the unique landscape of 2024, authenticity, the human touch, AI, and data-driven narratives emerge as the guiding principles. Social media managers must adopt a creator’s mindset, embracing authentic interactions and leveraging AI tools to enhance, rather than replace, the human touch. The AI revolution, marked by predictive analytics and innovative tools, demands a delicate balance between technology and human-centric communication. Data-driven narratives unlock the potential for crafting compelling stories that resonate with diverse audiences. Navigating this landscape requires a fusion of technology and humanity, ensuring that communication remains authentic and impactful. By Sophie Simpson, Managing Director & Founder, at Atteline

January 29, 2024

THE YEAR AHEAD FOR

he Middle East is an emergent global hub for gaming. Projections for 2027 anticipate a nearly twofold increase in digital gaming revenue in seven years, reaching approximately $6bn from $3 billion recorded in 2021. A thriving gaming ecosystem is rapidly emerging, encompassing the production and sale of video games, gaming hardware and software, driven by the proliferation of smartphones, high-end PCs and consoles. The UAE, Saudi Arabia and Egypt constitute the top three gaming markets in the region, fueled by substantial disposable income, a youthful and expanding population, and escalating demand for leisure activities.

Regional governments have responded by initiating programmes to support a significant and growing sector. In the UAE, Dubai’s Gaming 2033 Program, spearheaded by the Dubai Future Foundation, aims to position the city as a top-10 global gaming hub, generating 30,000 new jobs and contributing approximately $1 billion to the GDP by 2033. Aligned with national strategies for the digital economy, the initiative focuses on talent, content and technology. As we step into 2024, the gaming landscape is evolving, driven by cuttingedge technologies that promise to redefine the gaming experience. AI is the most important of these advances, ushering in a new era of personalised and immersive experiences. Powerful AI-powered algorithms can tailor in-game content, such as characters, environments, quests and rewards to suit each player’s style and taste. A THRIVING MOBILE GAMING ECOSYSTEM The combination of mobile technologies and AI will have far-reaching consequences for gaming and entertainment. Mobile gaming offers convenience, accessibility and affordability to millions of regional gamers whose appeal cuts across demographics. As mobile phone technology advances, offering AIpowered engines, high-quality graphics and processing, game developers increasingly provide top-tier mobile versions of games previously exclusive to PC or console platforms.

GAMING Samsung Gulf Electronics’ Fadi Abu Shamat explains how the landscape is evolving, driven by technology

‘‘Gaming is no

longer static but a powerful medium for expression”

The expanding mobile gaming sector fosters a thriving ecosystem of local developers, publishers and content creators who can leverage the region’s rich cultural heritage and diverse audience to create unique and original games. Mobile gaming also offers expanded market and revenue opportunities for local players, as they can reach a global audience through digital platforms and distribution channels. AI-powered mobile gaming, therefore, emerges as not only a form of entertainment but also a driver of cultural and economic development in the Middle East with a positive impact on the region’s creative industries, social inclusion and digital transformation. Moreover, mobile gaming development enables the region to keep up with other fourth-industrial technologies such as

high-performance hardware, cloud computing, and 5G. AI in gaming involves creating responsive and adaptable video game experiences through AI-powered characters that mimic intelligent or creative decision-making, resembling human player control. This burgeoning frontier in game development empowers publishers to significantly streamline the design process on the back end, while enabling players to shape their own gaming experiences. One of the most anticipated mobile gaming innovations in 2024 is Galaxy AI, a new AI experience for Samsung Galaxy phones. Galaxy AI will leverage Samsung’s on-device AI elements, and a generative AI model, Gauss, in addition to cloud-based AI from industry partners to transform the mobile gaming experience. Galaxy AI will also enhance mobile games’ graphics, performance and interactivity, making them more immersive and engaging. CLOUD GAMING DELIVERS SEAMLESS EXPERIENCES Cloud gaming is another trend set to revolutionise the gaming industry in 2024 and beyond. Cloud gaming allows users to stream games from remote servers without downloading or installing them on their devices. AI optimises hardware allocation and storage and reduces platform compatibility barriers, enabling users to access any game anytime. Cloud gaming is especially applicable to the Gulf, where smartphone penetration is high and broadband infrastructure is world-class. It delivers ubiquitous gaming accessibility, as users can play games on any device, such as smartphones, tablets, laptops, or TVs, with a stable internet connection. Cloud gaming also enables collaborative and inclusive gaming experiences, as users can play with or against other players worldwide, regardless of their location, device or platform. This is particularly appealing for the Gulf, which has a large and diverse expat community that can use cloud gaming to connect and socialise with their friends and family in their home countries. Further, cloud gaming can foster a sense of community and belonging among gamers in the region, who can share their passion and culture through gaming. Gaming is no longer static but a powerful medium for expression, communication and collaboration. At the forefront of innovation and transformation, the landscape is teeming with creative and economic opportunities driven by cutting-edge technologies. With limitless possibilities on the horizon, is your gear future-ready? By Fadi Abu Shamat, Head of the Mobile eXperience Division at Samsung Gulf Electronics

January 29, 2024

ell, more about your data, your signals, your behaviour and the ability to influence (or compliment) your decisions but I guess that is still about you. More clients we are talking to are referencing their ‘customer centric’ digital strategies, which means that brands have really pushed the envelope in terms of appreciating that elevating the experience is key, but without a full understanding of the customer demand cycle (along with making things as seamless, connected and automated), being customer centric will never be possible. To put things into context, across our region companies will spend more than $183bn on IT-related programmes this year. Which according to Gartner, is a 4 per cent increase from 2023. Maybe not the 10 per cent+ jump we are used to seeing, but what is more interesting is ‘where’ companies are directing their investment. It is in areas such as enhanced connected experiences,

‘‘The impact of datadriven customer journeys in the MENA region cannot be overstated’’ The focus on customer-centric digital strategies is not merely about leveraging data for targeted marketing or sales. It’s about building a holistic understanding of the customer journey, from initial engagement to post-sale service. This approach involves using data to optimise every touchpoint in the customer journey, ensuring that each interaction is tailored to individual preferences and needs.

What is the role of AI in this space? We need more computing power to decipher complex customer data patterns that will allow us to deliver personalised experiences, enable businesses to make faster more relevant decisions for their customers and move the concept of transformation from a one-time big investment, into an ongoing modus operandum. The adoption of AI in processing customer data is revolutionising this approach. AI algorithms can analyse vast datasets to identify patterns that would be impossible for humans to discern. This capability enables businesses to predict customer needs, personalise communications, and even proactively resolve issues before they arise. AI acts as the engine that powers customer-centric strategies, turning data into actionable insights. In 2024, the MENA region’s businesses are expected to increasingly adopt technologies that enable these sophisticated data analyses.

THE YEAR AHEAD FOR

DIGITAL TRANSFORMATIONS 2024 is going to be all about ‘you’, says Digitas ME’s Kareem Monem

building on intrinsic buying values, rewarding loyalty and lowering customer acquisition cost (or service citizens) – at the same time there is an increasing investment in the adoption of cloud and infrastructure modernisation along with the integration of GenAI into all aspects of front and back office operations. All of which is forcing upskilling of the general employee base and a complete re-think on hiring strategies. I think it is fair to say, 2024 may be the embodiment of not just technological advancement and increased modernisation of technical stacks but it will be a continued paradigm shift in customercentric digital strategies. Across MENA, we are seeing the integration of AI (especially Generative AI) in almost every aspect of our lives. We all know and see that GenAI is transforming how businesses, large and small, are now able handle vast amounts of data, and the quantum shift in the volumes of data ‘Large Languages Modules’ (LLM’s) are handling is probably doubling every day. This leap in data processing capability is pivotal for businesses aiming to craft customer-centric strategies. The impact of data-driven customer journeys in the MENA region cannot be overstated. As businesses become almost fully reliant on digital channels, the ability to gather, analyse and act on customer data has moved from the peripheral to the front and centre. This trend is evident in sectors where customer engagement is key such as retail, banking, travel and telco. In these industries, understanding customer preferences, behaviours and needs through data is essential for creating personalised experiences, enhancing customer satisfaction and ultimately driving business growth.

Investments in AI and cloud computing are about reimagining how businesses interact with their customers. By embracing these technologies, MENA businesses can create more personalised customer experiences. To close the loop, in order to feed these LLM’s, we need touchpoints and devices. Aggregated digital device sales (from laptops to phones) actually declined in 2023 – due to multiple factors. Sales are projected to recover in 2024, and will be a key driver in our continued circular transformation. The continued proliferation of smartphones and the transition to 5G technology are not just about connectivity; they are about creating new avenues for data collection and customer engagement. The ease of access to technology, facilitated by innovative financing options, is making it possible for a broader segment of the population to participate in the digital economy, further enriching the pool of customer data. 2024 presents a fundamental shift in how businesses approach customer relationships. This shift is not just about keeping pace with global digital trends; it’s about leading in the creation of a customer-centric and fully digital future. By Kareem Monem, Chief Executive Officer, Digitas ME

January 29, 2024

THE YEAR AHEAD FOR

SUSTAINABILITY

Marketers and communicators hold immense power to influence change and make an impact in the world, argues Al Masaood’s Marwa Kaabour

estiny has always been an interesting concept to me. There are those who believe it happens to us, and those who believe we shape it. I belong somewhere in between. While I definitely think we can take steps to shape it, we also often find that it meets us where it’s meant to, whether we like it or not. Much like destiny is sustainability. You can embrace it from the get-go and shape the trajectory of your life and business as ‘sustainable’ or you can attempt to avoid it – only to be ambushed by it somewhere down the road. That’s why it’s so important for us to forge our own climate destiny – take control of it so you’re not surprised and forced into action when left with no other option. Because whether we like it or not, that’s where we’re headed. Climate action and sustainability are inevitable if we

‘‘Let’s address the real question: Are consumers ready for this shift?’’ want to continue to inhabit our world. At the rate the world is currently depleting resources, we will soon require 1.7 Earths to sustain our existence. Biodiversity is vanishing, clean water is becoming scarce and the road to clean energy transition is lined with challenges. In simple words, our future and the future of our children is at great risk. In the face of this ominous fate, the world is focusing on mitigation. But as the historic COP28 in the UAE that took place in our very own backyard showed us, the focus now needs to be on adapting alongside mitigation. We need to learn to live with the changes and consequences of our actions. The numbers speak for themselves – showcasing how important it is to make this mindset shift. Currently, for every ten dollars spent on mitigation, only one dollar is spent on adaptation. But what

exactly does this mean? Mitigation means working to reduce the impact of climate change. This may look like attempting to keep global temperatures from rising over the 1.5-degree threshold or reducing carbon emissions by 40 per cent using renewable energy initiatives, energy efficiency programmes, reforestation policies and decarbonisation in transportation. Adaptation, however, takes a slightly different approach. We’ve made our bed; how do we lie in it? By investing in climate-resilient infrastructure, natural resource management, coastal defence systems and disaster risk reduction programmes.

COP28 heavily focused on fixing this imbalance and addressing the lack of financing towards adaptation measures for sustainability. Part of this included discussions to get wealthy countries to commit to paying for damage their emissions caused to lesser developed countries with lower emissions and carbon footprints. This is another form of adaptation – paying for consequences of our actions and aiming to reduce future actions of this magnitude. So now that we’ve established that sustainability needs to be imprinted in the mind of every business and individual – let’s address the real question: Are consumers ready for this shift? The answer is a resounding yes. In 2022, 93 per cent of consumers maintained or increased their sustainability purchases in 2022. Products marketed as sustainable saw nearly 3 times the growth. Almost half of all new products now mention sustainability in their pitches – clearly appealing to what is a more conscientious consumer base. Customers are evidently adopting a new, more sustainable mindset. Which means marketers need to hop on the bandwagon and make the shift too. This means more than just switching to sustainable packaging or reducing plastic use. It’s about combating greenwashing with authenticity, prioritising ESG initiatives and supporting the development of innovative sustainable products. It’s about educating and advocating for sustainability – not as a niche, but as a norm. And most importantly – collaborating across industries for systemic change. We as marketers and communicators hold immense power to influence change and impact in the world. Our voices, choices and actions can shape the destiny of our planet. So, let’s choose wisely, act boldly and speak loudly for a sustainable future. This destiny is not just ours, but that of the countless generations to come. Let’s make it one of promise, resilience and success. And to the youth I say, the future belongs to you – take over the planet handed over to you and make it a better place to live, for yourself and your successors. By Marwa Kaabour, Group Head of Marketing and Corporate Communication at Al Masaood

January 29, 2024

or influencer marketing, 2023 was another year of growth. More companies than ever are utilising the channel (as high as 78 per cent in the US), the overall industry value grew to $21.1 billion globally, and spending on influencer marketing globally reached $26.09 billion. If you’re not already utilising the channel, now’s the time. If you are a regular influencer marketer, then you’ll know success often comes down to staying on top of existing and emerging trends. There were plenty that we saw in 2023 that we expect to continue - AI, short-form video, TikTok as a key channel, the increasing importance of trends, and the continued growth in social commerce. But what of 2024? To get you prepared and ahead of the curve, we’re giving you a rundown of the six key trends we expect to see in the year ahead. First up, we have been utilising trends and reacting with speed. Trends are growing in importance across the social media landscape, and it’s no difference with influencer marketing. Trends will become the main cornerstone for brands’ influencer marketing strategies this year. However, the real takeaway here is being able to react at pace. Two major examples we saw last year were with Stanley bottles and The North Face. Both showed that delivering your message in a timely fashion can lead to high reach, hugely positive sentiment, and supercharged relevance. This same philosophy can be applied to trends. Secondly, we’re expecting the relationship between search optimisation and influencer marketing to blossom. It’s no secret that Gen Z and Alpha are turning to social media platforms, as well as Google, when conducting search-based research. In fact nearly 40 per cent of this demographic prefers searching for info on TikTok and Instagram over Google. We’ve helped clients use this fact to boost their campaign performance. By searching the platforms for terms relevant to your community and brand, you can create content types that you can see are already connecting well within your target audience around specific subjects. This heightens your chances of higher reach, engagement and, subsequently, revenue. Next up we have AI. 2023 was the year of broader adoption of this revolutionary technology, we expect this to become even more commonplace and have a material impact in 2024. We see this in a couple of ways. One, creators are going to be adopting this technology themselves to improve efficiencies, fuel creativity and enhance their creative output. We also expect to see more players enter the field that will further empower both creators and marketers, improving the relationship between them. Of course, the technology comes with its warnings, but we trust the industry to navigate these with caution. Now we move onto prioritising sub-communities. TikTok and YouTube in particular have facilitated the ability to

target very specific groups of people through clever algorithms, platform functionalities, and, more simply, hashtags. This, coupled with partnering with micro or nano influencers, is allowing brands to infiltrate and connect with these niches easier than ever before. We believe marketers are going to become even more sophisticated in their approach to this type of targeting. By creating hyper-relevant content (using search tactics) and activating with trusted community influencers in the space, brands will be able to strike relationships on a much deeper level than was previously possible. Most of the points above won’t be possible without our next expected trend - demand for authenticity. Last year’s trends of de-influencing, short-form video, and TikTok dominance would not

‘‘We expect to see brands building longterm relationships with creators’’ be possible without authenticity. Consumers are demanding it (particularly Gen Z), and creators are delivering. That’s why 69 per cent of consumers trust influencers over information coming directly from a brand. 2024 will see less brand messaging and more relatable and personable content collaborations. Marketers that stick to overt brand and product messaging will lose out to those that prioritise being informative, entertaining, and/ or inspiring with their creator collaborations. Our final trend we expect to see is brands building long-term relationships with creators. Our own consumer survey showed that 44 per cent of consumers want to see creators working with multiple brands. This ladders back to the authenticity point. By working with more brands, the perception is that their views will be more objective, as opposed to towing brand party-lines when acting as an ambassador. Having said that, we still expect that this year will see brands striking up longer term relationships with trusted creators. We think this as, without it, many of the points already mentioned - namely reacting with speed, targeting subcommunities, and achieving more authentic content creation - won’t happen. Brands and creators need to trust each other fully to achieve the best results and it usually takes time to develop that understanding. By Karl Mapstone, Co-founder and CEO of Vamp Middle East

THE YEAR AHEAD FOR

INFLUENCER MARKETING Success often comes down to staying on top of existing and emerging trends, writes Vamp’s Karl Mapstone

January 29, 2024

THE YEAR AHEAD FOR

DIGITAL MEDIA Ad Scholars’ Srikant Rayaprolu takes a look at Ad Tech innovations and predictions

n the rapidly evolving world of digital media, predicting where the dirhams and dollars will flow in 2024 is like trying to forecast the weather in the desert. One moment it’s calm; the next, you’re in the middle of a sandstorm of technological advancements and shifting consumer trends. As the CEO of Ad Scholars, I’ve had a front-row seat to the whirlwind of changes, especially in the dynamic GCC and MENA markets. Ad Tech innovations in 2024 are increasingly focused on enhancing user privacy, leveraging innovative technologies, and establishing authentic connections between brands and consumers. Here are several key technological advancements and strategic approaches that advertisers are adapting to: Generative AI: A surge in investments from Ad Tech giants, pouring billions into AI-driven solutions. Advertisers are adopting generative AI to create content that respects user privacy while ensuring personalised advertising. This technology enables brands to integrate contextually relevant messages into content at scale, which improves visibility and user engagement. Generative AI is particularly useful in adapting creatives dynamically across various online contents, optimising attention in a privacy-conscious manner. It’s time to explore solutions like OpenAI’s Dall-e to peek into the future possibilities. While automation is the flying carpet of the advertising world, human expertise is the navigator. Interest-based targeting: Moving away from traditional demographic targeting, which often relies on stereotypes, interest-based targeting respects individual user preferences and privacy. It enhances ad relevance and engagement by focusing on consumer interests, thereby bypassing the need for invasive third-party cookies. This approach is more inclusive and scalable, especially with the decline of third-party cookies. We’re witnessing a shift from the age-old obsession with clicks and impressions to meaningful interactions. Attention metrics are the new gold, focusing on engagement time, focus and interaction quality. First-party and contextual data: As the use of third-party cookies is being phased out, there’s a growing importance of first-party data. Contextual platforms allow brands to onboard this data in a privacy-compliant way, pinpointing the most relevant contextual interests and audiences. This duo of first-party and contextual data provides a precise and scalable solution for targeting the right audience while respecting user privacy. Data clean rooms are in vogue, but alternative spells are emerging on the horizon. Supply path optimisation (SPO): This has become an essential strategy in the Ad Tech industry, aimed at refining the programmatic ad-buying process. This focus on SPO helps advertisers identify the most effective paths to purchase ad inventory. By streamlining these pathways, SPO reduces redundancies and transactional friction, leading to a more transparent and cost-effective supply chain. Media buyers prioritise partnerships with platforms that can demonstrate robust SPO strategies, which enhance return on investment and ensure that ad spend contributes to real, quality interactions with the target audience. As SPO matures, it’s expected to lead to a more consolidated marketplace, where high-performing vendors are distinguished by their ability to deliver value and performance. Adoption of industry standards: The industry is set to benefit from the widespread adoption of standards such as OpenRTB 2.6, which will facilitate programmatic scale in streaming TV. These standards are crucial for enabling innovation, reducing carbon emissions, and improving the viewer experience by ensuring that ads are more relevant, less intrusive, and presented in a way that is seamless with the content being consumed. Programmatic streaming TV: This is advancing, leveraging real-time bidding and machine learning algorithms to optimise ad placements across streaming services. This technology enables high-precision targeting based on viewer behavior, preferences, and demographics, ensuring that ads reach the most relevant audiences. Enhanced measurement capabilities allow for granular performance analysis With AI, brands can predict viewer engagement and optimise campaigns in real time. These advancements are making streaming TV an increasingly attractive avenue for digital advertising.

‘‘Brands can create hyperrealistic, engaging content that transcends traditional advertising boundaries” Sustainability and DE&I initiatives: Brands are realising that investing in sustainability and DE&I is crucial for long-term growth. Consumers are showing a preference for brands that reflect their values in these areas. Advanced analytics and AI tools are being utilised to measure and improve ESG. Leveraging technology for sustainable ad delivery methods, such as energy-efficient digital platforms, and promoting diversity through targeted content. CGI – the new reality: With CGI, brands can create hyper-realistic, engaging content that transcends traditional advertising boundaries. Imagine showcasing a product in a way that’s indistinguishable from reality, or better yet, creating an entirely new reality for it. CGI outshines rich media by creating full-fledged experiences, not just interactions. It’s about building worlds, not just ads, making viewers active participants in brand stories. These innovations are reshaping the strategic landscape of advertising, making it crucial for advertisers to understand and integrate these tools into their 2024 plans. The emphasis is on creating advertising ecosystems that are privacy-preserving, innovative, and capable of forging genuine connections with the audience. As we navigate this enchanting landscape, at the heart of all this technology and data are real human connections. After all, what’s a story without its audience. By Srikant Rayaprolu, CEO & Founder at Ad Scholars

January 29, 2024

he past year brought significant developments to the media scene in the MENA region. Before presenting new predictions for the upcoming year, let’s briefly revisit the forecast for 2023. Some of the accurate ones included vertical video being the standard social media consumption trend in any media format, the end of a duopoly in digital advertising, digital ad spend, more media mergers and acquisitions, Anghami considering delisting from NASDAQ or being taken private, MBC going public (announced) on the stock market. For the upcoming year:

Saudi media scene is getting stronger with three major groups taking hold

MBC will go public, listing 10 per cent of its shares. It won’t distribute dividends,

THE YEAR AHEAD FOR

MEDIA Augustus Media’s Richard Fitzgerald presents his predictions for the MENA media industry in 2024

indicating a focus on reinvesting in its operations. Expect to see more M&A activities by the end of the year. MBC will launch its ‘Vice’ product and its success remains to be seen. It draws inspiration from the 1992 Montreal culture brand and is born out of a previously bankrupt business. This venture aims to represent the youth of an emerging Saudi Arabia, aligning with Vision 2030. PIF (Private Investment Fund) owns SSC (Saudi Sports Company), which does not have its own streaming service. There should be some developments here, in making them more standalone. SRMG (Saudi Research and Media Group) is already listed and is in the process of building its own media company. Anghami and OSN+ are undergoing a significant deal

Although there are promising aspects to this partnership, both companies have distinct structures. The primary focus will be on background work and tech integration. Both continue to license content, and if interest rates decrease or more funds become available, we can expect more content-based M&A activities. There’s also the possibility of spinning off the merged entity from OSN onto one of the regional markets once Anghami comes off the NASDAQ.

Discord adding more video and community-led media consumption in the past year. AI trends are reshaping the industry

As media companies are gaining prominence as brands and influencers. AI is used in content creation, from articles and videos to songs and even radio station hosts. Expect further developments as these AI systems become more interconnected with the internet. Perplexity (app) is a notable example of what AI can achieve when used as a news source. Starzplay could go public on ADX (Abu Dhabi Securities Exchange)

While it may be early days, its tech, customer base and regional partnerships,

‘‘The primary focus will be on background work and tech integration’’

Podcast networks are being replaced by hero shows evolving into media brands

The network model pioneered by companies like Rising Giants Networks, Dukkan Media, Kerning Cultures, Tamanha and Sowt are being overshadowed by the rise of creator influencers, such as AB Talks, Sarde After Dinner, The Mo Show, Amer Almasri’s ‘jour3tamal’, Al Siha Al Nafsiya, Fakir Fiya, Falasteen, Mostadfer and many others. Also expect to see more of a hybrid approach of creator talent under network companies like MICS in Riyadh. Emerging media brands like Kalmachi in Saudi Arabia are on the rise

There are many of these new media companies across the region - Khateera out of Lebanon and Peace Cake out of Egypt. In the UAE we have Riyada, SuperCar Blondie, Dose Of Society and Beautiful Destinations. Messaging apps are changing user media behaviour

These will affect distribution and consumption patterns. This trend is expected to continue with ‘X’ evolving in a similar direction, especially with

combined with sports content, make it a strong candidate for success. Private funds are ready to invest, and recent listings on ADX have been oversubscribed. United Media Services will expand its presence in the UAE and Saudi Arabia

As Egyptian businesses look to the Gulf due to currency undervaluation, United Media, a conglomerate in Egypt, including the ‘Watch It' app, is exploring opportunities in this region. Retail media is on the rise

With sponsored sections in shopping and grocery apps gaining significance. The brands in the region that will do well out of this are e-commerce firms like Noon, super apps like Botim and Careem, and delivery apps like Jahez, Talabat and Instashop. Gaming media This trend is expected to grow in importance within the MENA media industry. The Gaming World Cup in Riyadh could be a new focal point for the sector globally. By Richard Fitzgerald, Founder & CEO of Augustus Media

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January 29, 2024

THE YEAR AHEAD FOR

LUXURY PROPERTY MARKETING Buying luxury property has turned into a personal journey, finds Sankari Properties’ Meenakshi Khanchandani

s we enter 2024, the UAE’s luxury property market is witnessing a transformative shift, reflecting its growing appeal as a long-term residential haven and a significant change in the demographics of ultra-high-net-worth individuals (UHNWIs). Over the past five years, the typical profile of UHNWIs has changed dramatically, challenging old ideas about wealth. Influenced by the pandemic and the growth of the blockchain sector, a younger and more diverse group of people are now building wealth. They prioritise quality lifestyle more predominantly than earlier generations. This shift in wealth demographics highlights the need for a more thoughtful approach to designing and marketing luxury homes. THE EVOLVING DEFINITION OF LUXURY Today, the definition of a luxury lifestyle has evolved beyond superficial – it is more about self-expression and living life on your terms. In tandem, investing in premium real estate developments is no longer just about seizing an opportunity for capital gains. For many wealthy individuals and families, it has evolved into a personal journey - a celebration of their achievements and enjoying the fine quality of life they have earned. These clients are deeply invested, showing keen interest in the minutest details of layouts, materials, design finishes, services and security. Consequently, developers face the challenge of surpassing the ordinary, crafting unique identities and offerings for their discerning clientele. They have already pushed boundaries and experimented with innovative concepts, continually elevating the industry standard. With these advancements, marketers have an unprecedented opportunity to utilise the dynamic ecosystem, contributing uniquely to Dubai’s narrative and forging a legacy for their brands. The crux lies in redefining the discourse around prime real estate and luxury lifestyles, adapting to the evolving needs of stakeholders and staying a step ahead.

LEVERAGING THE POWER OF STORYTELLING We live in an era where luxury is the norm, and ‘ultra-luxury’ sets a higher benchmark. In the UAE, properties exceeding $10 million epitomise this class. Our clientele comprises not just wealthy individuals but dreamers who are architects of their success stories. As we embark on this thrilling journey, I am convinced that a storytelling approach should do more than push boundaries – it should shatter them. This approach is about skillfully intertwining our clients’ current desires with their past victories and future aspirations. Marketing professionals in the real estate sector are refining their storytelling techniques. It’s no longer solely about selling dream homes; it’s about how these new homes enable clients to forge their legacies. The dream home transcends spaces and square footage. The dialogue now centres on how these spaces are crafted to augment overall quality of life, health, well-being, safety and privacy, to name a few. The true power of storytelling is unleashed when developers and buyers share a common vision - the creation of their lasting legacies. I am eager to see marketing professionals challenge themselves and craft narratives that extend beyond the individual, capturing a broader perspective - seeing

each customer as a vital contributor to the project’s narrative. DETAILING EXCELLENCE IN EVERY TOUCH When catering to an UHNWI, attention to detail is not just a requirement but a fundamental necessity. However, this commitment must extend beyond the properties themselves. It should be evident in the planning and execution of the customer journey. Marketing professionals must apply the same principles of meticulous planning to their communication efforts as development teams do in their project planning processes. Each touchpoint deserves recognition and prioritisation. Ultimately, it’s the small touches that create the most significant differences. BUILDING TRUST THROUGH PARTNERSHIPS In real estate, the relationship between developers and agents isn’t just a partnership - it’s a crucial synergy. Going beyond commercial transactions, professionals in the industry recognise the importance of building long-term relationships with customers, and agents play an essential role in this evolution. Agents are an integral component of the ecosystem, serving as an extension of the sales and marketing teams for developers. They function as brand ambassadors and provide developers with vital customer insights. Focusing on long-term, transparent communications in these relationships can make a substantial difference. At the heart of any successful partnership lies trust. INNOVATING FOR LUXURY REAL ESTATE The luxury property market is shifting towards tailored experiences that are not only opulent but also meaningful and authentic. In this context, developers increasingly recognise the importance of insights from marketing and sales teams in creating unique, boundary-pushing developments. These insights are crucial in crafting properties that stand out in the nation’s skyline and redefine excellence in the luxury real estate market. The future of luxury property marketing in the UAE is not just about selling homes; it’s about contributing to the nation’s evolving landscape with innovative developments that echo the aspirations and values of a discerning clientele. By Meenakshi Khanchandani, Marketing Director at Sankari Properties

January 29, 2024

vent management is a part of marketing that is super sensitive to all cultural, technological and social trends. If we briefly formulate the event trends of 2024, then these will be two phrases - escapism and democratisation of content creating. The first trend - escapism - is the effect of the epidemic, lockdown, restrictions on personal contacts and public events. The pent-up demand and demand for festivity, for the game, continues to gain momentum. Of course, this is also a way to run away for a moment from challenges and problems. The second trend - democratisation of content creation - is obviously the effect of AI development. In our practice, we see how quickly AI tools transform from show elements into tools for daily work - now a significant part of the images in our creative presentations about events are generated by AI. Of course, when it comes to a specific installation or stage for a brand, we call for people. The creative process remains, but is definitely transformed. A few words about us. Eventum Premo is an event marketing agency with 20+ years of experience, and recently we opened an office in Dubai. For more than twenty years we have been doing events, writing books about them, coming up with ideas and combining them with technology, doing things that no-one has done before. From the presentation of a new aircraft to an immersive theatrical event. Here is our selection of trends for 2024. THEME DRESSING Carnival and theme dressing are a manifestation of escapism, which began after the Covid epidemic, fatigue from social and political upheavals. The guests of the event become both the main decoration and create an immersive space for each other. The costume theme can be anything from retro to diving into hyper-locality. Another driver is so-called ‘digital fatigue’ - when a person buys online, goes to the cinema online, there is a growing demand for physical experience, for direct contact with other people. LOW-TO-NO-ALCOHOL BEVERAGES The trend for low alcohol drinks and

non-alcoholic cocktails continues. Guests gain new experiences through the creation of complex, conceptual and non-alcoholic cocktails. Low-to-noalcohol beverages are used as substitutes for higher alcohol drinks and although the relative sales volumes are still relatively small, this segment is steadily growing following the change in alcohol consumption among the audience. REMOTE AND HYBRID WORK INFLUENCE Despite the struggle of global companies with remote work, this trend seems to be impossible to change. Employees move freely around the world, find new places to live, where work-life balance will be better for them. Many companies are changing the format of the office, which is becoming more like an informal and customised space for employees who do not come to work every day. There are two consequences for events like this. On the one hand, this creates a new type of event - gathering of all employees from different parts of the world at one event to immerse themselves in the brand and develop loyalty to the employer. On the other hand, it is a new challenge for event organisers in terms of attracting talented professionals to their team or project the fight for the loyalty of creative freelancers is reaching a new level.

‘‘The creative process remains, but is definitely transformed’’ EDUCATION The trend towards local, niche and interactive education continues. The course can be part of an announcement campaign before the event or an element of the edutainment programme at the event itself. Companies invest in re-skilling and up-skilling employees, and employees themselves see the value of these short courses for education, socialisation and participation in the professional community.

ECO AND WASTE-FREE EVENTS AND SUSTAINABILITY Eco-friendly materials, minimising the amount of waste after the event, calculating the carbon footprint, replacing printed materials with digital analogues. The request for sustainability also changes the requirements for the materials of gifts and invitations. One example of such change is wood printing - printing invitations on wooden surfaces. Eco-friendly gifting also follows this trend. AI ART FOR EVENTS AI simplifies the creation of an art content for any user: a text manifesto for the event, an original design or even a graphic video. We expect that this will speed up and reduce the cost of creating content for events, including the most expensive and complex - graphic video content. By Alexey Berlov, partner at Eventum Premo Dubai

THE YEAR AHEAD FOR

EVENT MANAGEMENT Eventum Premo Dubai’s Alexey Berlov predicts some trends for the year ahead in this exciting space

January 29, 2024

THE YEAR AHEAD FOR

GAMING Where do you get started in building gaming journeys for brands, asks LPS’ Aasim Shaik?

rands will be intentional to build their gaming strategy, at all stages of their communications plans. Gaming journeys will be built and leveraged for the first time, with real-time optimisation and tangible return on investments.

GOING LONG ON GAMING We have heard often that brands are expected to take a long strategy position on gaming, in order to see the impact of their investments in the sector. While brands knew that there was something interesting brewing within the gaming space, the truth is that they didn’t have the right vehicles to be allowed into the party. This was particularly true in times where game publishers were reticent to accept brand monetisation and e-sports organisations were getting their models optimised. They were careful not to interrupt their paying communities’ experience. As we stand today in 2024, gaming in its fully developed form is unique - it is culture, platform, media and content rolled into one smorgasbord of an experience. The question is where do you get started in building gaming journeys for brands? START AT CREATE Gaming has transcended from being an underground community to becoming a part of mainstream culture in the Middle East. The stereotypical profile of the teenage male gamer is dated. Everybody

games, with deep engagement levels on game play visuals, slangs and lingo, with a spillover to conventional social media platforms. The hashtag #amongus – a detective game, has more than 63 billion views on TikTok. There is an untapped opportunity for brands to act as a catalyst and broadcast content which integrates gaming contexts and conversations with the brand on their own channels. Let’s picture car insurance brands talking about speeding tickets, using a gamified environment in their social videos. However, there is a dare in this outreach initiative. The 'avatarisation' of brands is essential and one has to push brand persona boundaries whilst building relevant native experiences. This is the starting point. IN-STREAM CAMPAIGNS There has always been bottom-of-funnel haziness when it comes to gaming. In-stream campaigns solve this essential piece of the puzzle for brands. The gaming eco-system has game publishers, professional gamers and game streamers. It is under the influence of game streamers that real Ad Tech innovation is flourishing. In-stream campaigns by StreamShreek leverage the influence of thousands of streamers, casting brand campaigns directly on targeted streams with click-able links on chat streams. Along with the top of the funnel awareness and content engagement, In-stream campaigns complete the loop by ensuring actions and conversions.

‘‘There has always been bottom-of-funnel haziness when it comes to gaming’’ E-SPORTS PARTNERSHIPS AND BEYOND E-sports sponsorships have been the most mature and talked about form of interaction for brands with gaming. These partnerships are the reserve of a few, at steep price models and are not modular in nature. However, there are opportunities in e-sports beyond the stated, if one is ready to dive deeper and look at the trigger-masters behind the stage. A good example is community casting. Influential game streamers or community casters live stream the event from the familiarity of their unassuming Twitch or YouTube set-ups to their audiences, in contrast to the official live broadcasting done from e-sports channels. The surprising part - community casters often attract a larger viewing audience than the official channels of the e-sports events. For instance: Valorant Champions is one of the most popular e-sports tournaments globally and its most popular community caster, Tarik, draws a bigger viewership than the official e-sports event channel. Brands would do well to understand the community caster ecosystem and invest in brand-building through this fast-growing space. THE RETURN OF GAME PUBLISHERS As brand publishers realise the importance of brand dollars, they have opened up brand activations on their gaming platforms. Rather than destinations for gamers to browse product catalogues, these are spaces within game environments that allow brands to bring their products and services to life. Case in point, being Fortnite, Roblox and PUBG. This space is a work in progress and targeting capabilities within the Middle East region haven’t matured yet. We are all keenly watching this space as brand partners. With multiple avenues available and on the horizon, 2024 will bring in new models of brand-gaming alliances. Brands will for the first time, activate complete customer journeys within the gaming ecosystem. Buoyed by the strategic institutional support in the UAE and Saudi Arabia, gaming will no longer be a dalliance but a serious pursuit for brands. By Aasim Shaik, Managing Director at LPS

January 29, 2024

THE YEAR AHEAD FOR

ommunications professionals’ unique position as trusted advisors to brands, leaders and organisations enables them to influence perceptions, shape narratives, and guide decision-makers in an environment where change is constant. Stepping into 2024, industry professionals are acutely aware of the impact communication holds, triggering a cascade of reactions, both positive and negative, and most concerningly, indifference. The landscape of ethical and purpose-driven communications continues to evolve, reflecting a deeper integration of values into the core fabric of brands and organisations. In today’s digital age, where both information and misinformation are rife, the challenges faced by public relations experts are more pronounced than ever. It’s high time we address these issues head-on and uphold the principles that define our industry. BRAND ACCOUNTABILITY In recent times, the landscape of purpose-driven communications has been significantly shaped by the emergence of consumer-led boycotts as a powerful tool for holding brands accountable. Consumers are now more attuned to a brand’s social and ethical stance, demanding authenticity and meaningful action. High-profile incidents have triggered widespread boycotts, compelling companies to reevaluate their values and communication strategies. Whether it be environmental concerns or ethical considerations, consumers are increasingly using their purchasing

PURPOSE-DRIVEN COMMUNICATION Instinctif’s Habib El Joukhadar outlines how important values are in the fabric of brands and organisations

power to endorse brands that align with their values and boycotting those that fall short. This trend underscores the imperative for businesses to authentically integrate purpose into their core operations. In the year ahead, we can anticipate a continued rise in consumer influence, prompting brands to engage in more transparency that resonates with the values of an increasingly discerning audience. TRUTHFUL PERSUASION Truthful persuasion is an essential component leveraged to convey messages and influence public perception. The challenge here is to blend both truth and persuasion effectively. While information can be presented to promote a particular viewpoint, it is objectionable to deceive, manipulate or use false insights to achieve audience engagement. Public trust is fragile, and once broken, it can be challenging to rebuild. Maintaining the ethical standards of truthfulness while using persuasion techniques is essential. It is high time communications professionals embrace their role as effective communicators and responsible custodians of truth. Although it can be sometimes challenging, transparency must reign supreme. Nurturing a culture of openness and clear communication with clients is a fundamental element in navigating competing loyalties or responsibilities that might compromise brand health. Transparency is the cornerstone of conflict management and practitioners must be diligent in disclosing any obstacles to all relevant parties. By doing so, they can maintain trust and credibility with their clients, ensuring that ethical considerations guide their decision-making processes.

SAFEGUARDING PRIVACY AND DATA Privacy and data protection is another important ethical consideration. As organisations collect vast amounts of personal data, safeguarding this information is extremely important. The misuse of personal data can lead to severe breaches of trust, as seen in various crises and scandals. Working collaboratively with business units is key in upholding ethical standards, maintaining legal compliance, building trust and reputation, and ensuring long-term success of the organisation. Reputation is an invaluable asset, it takes years to build a strong and positive image, yet it can be damaged in an instant if not carefully managed. Navigating the complex landscape of public relations requires a balance between truthful persuasion, transparency, and the safeguarding of privacy and data protection. In summary, there are four overarching considerations: PR professionals must wield the power of truthful persuasion responsibly. Understanding that public trust is fragile, and demands careful handling, is critical. Transparency is a fundamental principle, guiding communication practitioners through the challenging terrain of conflicting loyalties and responsibilities. Safeguarding privacy and upholding data protection cannot be overstated. As organisations collect and manage vast amounts of personal data, the ethical responsibility to protect this information becomes paramount, serving as a keystone for trust, reputation and the long-term success of any public relations effort. In embracing these takeaways, communication professionals can realign the ethical foundations of their industry, ensuring resilience in an era where the impact of purpose-driven communication reverberates more profoundly than ever before.

‘‘A balance between truthful persuasion, transparency, safeguarding privacy’’

By Habib El Joukhadar, Senior Consultant at Instinctif

January 29, 2024

that bring the entire store experience to consumers’ fingertips. This evolution promises a new era where the boundary between online and offline shopping dissipates, creating a virtual shopping environment that rivals the physical store. In tandem with immersive experiences, the prevalence of AIpowered personalisation is set to redefine how consumers discover and engage with products. Advanced AI algorithms will analyse user behaviour, preferences, and social interactions to deliver hyperpersonalised recommendations and product suggestions. Social commerce is becoming smarter, tailoring its offerings based on individual tastes and online habits. Chatbots and virtual assistants are also stepping onto the scene, streamlining the shopping experience and offering real-time assistance. The fusion of AI and personalisation is not just enhancing convenience but is also poised to significantly boost conversion rates, ushering in a new era of tailored and intuitive shopping. The landscape of instant purchases and shoppable content is also undergoing a transformation, streamlining the buying

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‘‘Social commerce transcends its conventional role as a mere marketplace’’ Brands are also honing in on the power of niche communities and microinfluencers to create more authentic and relatable content. Instead of targeting mass audiences, brands are increasingly focusing on smaller, highly-engaged communities and collaborating with micro-influencers who have a dedicated following. Cariuma is already focusing on this trend by activating local skaters to validate what the company stands for while being relevant and forging bonds with the skate communities. This shift towards authenticity is further amplified by the rise of UserGenerated Content (UGC). Influencers and everyday users alike are taking centre stage, producing content that builds trust and shapes the narrative of what’s hot in the social commerce sphere. The reliance on UGC not only fosters a sense of authenticity but also establishes a more personal and genuine connection between brands and consumers, allowing them to build trust. According to a Harvard survey, trust has a positive relationship to buying behaviour, with 80 per cent of respondents claim that trust is a deciding factor in their buying decisions. For Cariuma – which entered the market with a great activation at Sole DXB – it is safe to assume that it will try to win with the micro-influencers and the local skate communities. This path becomes more prominent considering the rapidlygrowing skate scene in the UAE, including new skate parks and the Sharjah World Championships on March. For Cariuma, we plan to embrace the shift towards immersive experiences, AI-driven personalisation, instant purchases, livestream shopping and authentic content creation; we anticipate that part of this evolution will redefine the boundaries between social interaction and commerce. Along with others, we wish to create a space where consumers not only shop, but also actively engage and belong. 2024 promises to be an exciting start of this social commerce transformative journey, and we look forward to being part of these trends as they unfold and contribute to the evolving narrative of social commerce.

SOCIAL COMMERCE For F31, the social commerce landscape in 2024 is teeming with innovation and transformative trends

n the rapidly-evolving landscape of social commerce, we foresee 2024 as being the start of quite a transformative period, as we begin to witness the emergence of innovative trends that reshape the way brands and consumers interact online. As social commerce transcends its conventional role as a mere marketplace, it is increasingly becoming a vibrant ‘hangout spot.’ At F31, we are poised to support the creation of such immersive hangout spaces, as we anticipate a dynamic wave of experiences and programs set to flourish in the next 6-12 months. One of the most notable trends on the horizon is the surge in immersive shopping experiences. Expect an influx of augmented reality (AR) and virtual reality (VR) features seamlessly integrated into social commerce platforms. This technological leap will empower customers to virtually try on products, providing a more engaging and interactive shopping encounter. Social platforms are evolving beyond static product listings, embracing interactive posts, shoppable tags, and AR try-ons

process within social platforms. Direct purchases from posts, stories or videos, without the need for redirection to external websites, are becoming the norm. Social commerce is embracing integrated payment solutions, making one-click purchases and easy checkouts a standard feature. This seamless integration of commerce into social spaces is reshaping the way users interact with content and make purchasing decisions, marking a shift towards a more user-friendly and frictionless shopping experience. An exciting trend gaining global momentum is livestream shopping. While it initially gained traction in the APAC region, the concept is evolving into a worldwide phenomenon. Brands and influencers are collaborating to host live product demonstrations, Q&A sessions, and interactive sales events, fostering real-time engagement with audiences. Livestream shopping not only provides a platform for immediate purchasing options but also creates an authentic and personalised shopping experience that transcends traditional e-commerce interactions.

By Paris Vorgias, Brand and Commerce Manager, F31 – Cariuma’s MENA marcomms agency

January 29, 2024

THE YEAR AHEAD FOR

SOCIAL MEDIA Alex’s House of Social helps make sense of this dynamic landscape with tips for 2024

xciting updates for marketers: Organic reach is on a downward trend, pushing marketers to master the art of paid strategies. Embrace the battle between organic and paid content for maximum visibility and engagement. Paying to get your content to have maximum visibility and engagement is going to be crucial, so marketers will have to understand the paid media landscape across platforms and how to execute paid and analytical strategies and creative variation distributions. LinkedIn ads power: Unlock the potential of LinkedIn for B2B. Target specific job titles and company types, even send ads directly to LinkedIn messages. It’s a game-changer that businesses need to take very seriously. TikTok ads: Organic-looking TikTok ads are a winner, delivering a great return on investment if TikTok fits your brand profile. Sneaky Snapchat: Don’t overlook Snapchat! It’s a cost-effective powerhouse, especially for reaching the Middle East. Platform wisdom: Choose your platforms wisely as each platform offers a unique playground for diverse brands, products and services. Unlock the potential of YouTube Shorts. It’s not just a platform; it’s a search engine where people actively seek content. Discovery meets engagement. TikTok is number 1 for brands and people who are cool, creative, entertaining

and have something super niche and unique - this is your platform. The organic reach remains great unlike most other platforms, plus vibrant communities, like mom entrepreneurs are huge. Facebook Groups: These are super powerful, so don’t underestimate them and Facebook itself. Online communities will continue to be important, whether it’s an Instagram broadcast channel or a WhatsApp group, groups are where the action is. Make sure you have one this year. Instagram makes sense for many brands but don’t expect any changes on the organic reach - it will only continue to decline, making paid ads a necessity to maximise reach and engagement and platform growth. Get creative and diversify your content: Too many brands and people are doing the same type of content, the same thing because it worked for them for a while but it stagnates. That is because people get tired. We’ve seen it too many times. The most memorable people and brands are diversifying the way they are making content so they can stay super current, set new trends, and keep things exciting. Personal brand power: For personal brands, embrace content diversity, go wide and stop being one niche.

‘‘Too many brands and people are doing the same type of content’’

Product storytelling: To sell products at scale you need to fully understand the art of storytelling because people are not just buying products for products, they crave an emotional connection. Celebrity brand products will continue to rise for sure in 2024. Crossover magic: Explore crossover opportunities. Just like YouTubers venturing into boxing, embrace new spaces. It’s highly entertaining so if you have been hitching to go into a new space, do it! What type of content creator are you? If you don’t have a very real awareness of what type of creator you are, you won’t be able to truly grow and scale. Not every style works for everyone. Whether you thrive in a studio with a script, you have more raw and spontaneous content, or you love to document or have great conversations, find your unique style. Lastly, learn to follow and see where the attention is and go there. Stop being emotional about what platforms you like. It’s not about if you like them, it’s about understanding if you’re audience is there and having a presence there. There you have it! I hope this helps get you practical and real with your start-ofthe-year planning and creative strategies. By Alex’s House of Social, Founder and Creative Strategist

January 29, 2024

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SOCIAL MEDIA Boopin’s Prasad V. Sawant looks at what promises to be another exciting year for social media users across TikTok, Instagram and other platforms

n 2023, we noticed an increase in influencers and how they became a part of our media strategy to create awareness for our brands. Similarly, we observed that short-form videos were an efficient format for achieving higher reach and engagement. Additionally, there was a rise in the use of AI to generate content on social media. While these were some highlights of social media in 2023, here are some trends that we believe will have a significant impact and reshape our advertising approach in 2024. Long-form content is making a comeback: Although short-form videos have been popular in recent years and will continue to be this year, platforms like YouTube and Instagram are now focusing on features that support creators in building longer-form storytelling, podcasts, and in-depth explorations. Even TikTok, known for short videos, is introducing a new creativity programme in beta. Creators will only be able to earn money from videos longer than 1 minute. This shift is happening across leading social platforms due to the increasing preference among users for raw, authentic user-generated content. Search optimisation on social media: Yes, you read it right. Last year, Google reported that approximately 40 per cent of Gen Z is using TikTok and Instagram for searches instead of Google. Whether you’re planning a trip, buying home appliances, or searching for your favourite mobile phones, all the searches are happening on social platforms like TikTok, Instagram, and YouTube. Even serious searches for buying decisions, like for a car or a house, are now taking place on social media. This means the captions we write for our social posts should contain relevant keywords and descriptive data to improve the discoverability of brand posts. The captions will now serve as metadata that can be optimised to boost post rankings. The rise of micro-communities: There is a growing trend where people create content focused on specific interests for small groups and communities. The gaming community platform is already big, with platforms like Twitch, Steam and Discord being invite-only and having a large user base with longer engagement times. Similarly, community platforms such as Stack Overflow, Kaggle, and CodeProject cater to the data scientist and software developer community. Additionally, forum-based community platforms like Quora and Reddit are widely used by users with shared interests. Using such community-based platforms will help marketers prioritise their audience segments and create personalised and relevant ad copies based on the content that engages their audiences. Usage of AI: Until now, AI has been widely explored to edit and rewrite captions and generate content suggestions. However, in 2024, its usage will increase for creating visual content posts for brands with images and videos. Additionally, certain AI tools will play the role of a social management tool, providing solutions for identifying influencers,

‘‘Short-form videos were an efficient format for achieving higher reach and engagement’’

creating content for specific audiences and demographics based on social analytics data and managing ads. Even though Generative AI-generated content is gaining a lot of attention, it lacks authenticity and, therefore, trust from users. Keeping this in mind, platforms like TikTok and YouTube have already started labelling AI content, making it clear to users what’s real and what’s not. Whether AI is used as a brainstorming partner or for building visual content from scratch, brands and marketers need to focus on making the brand experience as human as possible and tailoring their messaging for each social platform. These are just a few trends that are likely to shape the social media landscape in 2024. However, these trends may change as we go through the year. But the way we connect and interact on social media will keep on evolving and, as a marketer, we need to be quick to embrace these changes. By Prasad V. Sawant, Head of Performance at Boopin

January 29, 2024

he year 2023 was marked, or marred, depending on who you ask, by the continuing prevalence of artificial intelligence. Everything has changed, and we are still collectively trying to navigate its promised potential while attempting to avoid its inevitable impact on the creativity of communication. Technically and functionally, AI’s impact, like a mushroom cloud rising from the deflagration of performance, will continue to overturn industries for years to come. As such, let’s not dwell long upon it and set it aside on a visible shelf to make way for other aspects that have been shaking up the MENA communication sphere from behind two-way mirrors. As we step into 2024, we are entering an exciting new era where businesses are flourishing and trailblazing novel pathways of connection, collaboration and success in a dynamic digital world. Sounds like a claim circa any time from the previous two decades, I am aware, but such is the rapid pace of innovation. Zooming in from the broader outlook to hone in on progress in MENA, the region is on the brink of another transformation. This is driven by the meteoric rise of unified communications (UC), a technological framework that integrates various communication methods within a business. This is allowing individuals and teams to communicate seamlessly across multiple channels and platforms, including voice, video, messaging, and email, all within a single interface.

While UC is designed to improve efficiency and collaboration by simplifying and streamlining the communication process, regardless of location or device, it is far from another technological trend. In fact, it’s a ground-breaking shift redefining the essence of business connectivity and collaboration. Within this revolutionary pivot lies a profound emphasis on a hybrid-first culture. Companies across the MENA region are rapidly embracing tools and technologies for seamless remote collaboration, a transition that is transcending mere geographical adaptability to represent a significant reimagining of the workplace, championing accessibility, inclusivity and adaptability. As the lines between virtual and physical office spaces continue to blur, the demand for UC solutions catering equally to in-office and remote employees is soaring to unprecedented heights.

While many businesses are still testing the waters or, at worst, hesitant to embrace the burgeoning trend of asynchronous communication, especially in video formats, it is set to continue to revolutionise workplace dynamics, which, in the diverse and geographically dispersed workforce of the MENA region, will continue to prove pivotal. Time constraints are increasingly being eroded and dismantled to make way for individuals to record and access content at their leisure. How does this apply to the communication sector, whose demands are often instantaneous and require immediate attention? You need not replace one with the other, and while there will always be impending urgencies to tackle, allowing members to operate at their leisure results in a work culture that is both inclusively diverse and remarkably efficient. C-level executives and employers probably held their breath reading that last sentence, but the path of progress is charted in inevitability and certainty. But I digress. The future of UC, intertwined with AI, heralds a new era where sophisticated algorithms provide deep, actionable insights, automate complex tasks, and streamline scheduling processes. This profound transformation elevates UC from mere communication tools to advanced, intelligent systems, significantly enhancing decision-making and productivity across diverse organisational frameworks, evolving UC

PR THE YEAR AHEAD FOR

Cicero & Bernay’s Ahmad Itani sheds light on the unified communications in MENA

platforms into comprehensive solutions that masterfully address customer and employee needs. But those are just the thoughts of one individual on a continuous journey of learning. As I gaze into the proverbial crystal ball of 2024, what am I really predicting? Technological innovation? Hardly. The importance of communication in an ever-dynamic regional ecosystem? Not unless you’ve been concealing yourself from the world. Why, then, did I choose to shed light on the unified communications landscape in the MENA region? Ultimately, at the heart of every technological innovation, especially in the realm of unified communications, lies a fundamental truth: the innate human desire for connection. Technology, no matter how advanced, strives to emulate and facilitate the connections that are intrinsic to our nature, connections we have always sought and nurtured. These innovations are reflections of our timeless pursuit of understanding, collaboration, and togetherness, underscoring that at the core of all our advancements is the simple, yet profound, need to connect with one another.

‘‘Time constraints are increasingly being eroded and dismantled’’

By Ahmad Itani, CEO and Founder of Cicero & Bernay

January 29, 2024

an humour truly impact the world? Maybe. Can humour truly impact advertising? Absolutely. Over the last 20 years, the use of humour and heartfelt strategies in marketing have seen a decline. The cause? Perhaps a shift towards addressing the world’s most significant issues with a more serious tone seems to be the answer. But can advertising really save the world? It can certainly help, especially when brands with a true sense of purpose create deeper connections with their audiences. That’s great, but in the end, it’s just advertising. Its core purpose is to stand out, be easily consumed, be memorable, shareable and sticky - like a good old joke or a funny meme. In 2024, advertising is set to change its course and pivot towards comedy. We’ve already started seeing this trend in the mix of campaigns that appear daily in our LinkedIn feed. Last year, Cannes Lions and other major festivals announced the introduction of a new category to celebrate the art of humour in branded communications. The nostalgia of memorable campaigns that we will never forget continues to be part of conversations among friends and are referenced in classrooms as best practices. Not to mention humour’s high ability to sneak into pop culture like a ninja. However, beyond recognition, awards and effectiveness, the world truly needs more smiles and laughter. And perhaps, that’s how our industry can truly make a significant difference. But what about AI? Can it help craft comedic messages for persuasion effects? AI has undoubtedly revolutionised the advertising landscape, and will continue to do so in 2024, bringing with it a slew of new challenges that often feel themselves like we’re navigating a surreal, dark and lifeless comedy. As marketers attempt to harness the power of AI for witty and funny advertising campaigns, they find themselves facing unexpected obstacles, such as dull sentences, a shopping list of bullet points and worse, basic jokes. One of the core elements of humour is, of course, the unpredictable nature of its wit. What may seem hilarious to us humans might be met with deadpan

‘‘Brands and companies must grasp the paradoxical task of injecting personality into AI-generated content’’

Frederico Roberto (left) with Santiago Cuesta

the most well-intentioned campaigns into a catastrophic stand-up comedy show. Imagine a scenario where an algorithm takes the creative liberty and decides to replace a witty punchline with an offensive Islamophobic meme or an obscure reference, leaving audiences gasping and offended, for the sheer lack of contextual understanding on the sensitivities of our region here. In that sense, we’re actually pretty excited with our most recent creative partnership with Jais, the latest state-of-the-art bi-lingual Arabic-English AI language model, that addresses and mitigates any future problems we might face. There’s still a tightrope walk between giving AI creative freedom and reining in its tendency to go off-script and into the realm of absurdity. And there’s no need for that tension. Better to take things into our own hands. But as AI becomes an integral part of advertising, the challenge of maintaining a human touch while embracing the machine’s capabilities becomes increasingly apparent. The fear of losing the authentic human connection in the

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CREATIVITY It’s all fun and games until AI writes humor, writes TBWA’s Santiago Cuesta and Frederico Roberto

silence from our Skynet companions. AI struggles to comprehend the nuances of humour, often leading to unintentional punchlines that leave both marketers and consumers scratching their heads. A quick example: being lost in translation – with its subsequent clunky and obvious explanations – is, probably, great source material for jokes, punchlines and other messages that might spark a powerful connection and thus, a new idea. But when AI attempts to translate human humour across cultural and linguistic boundaries, things get drier than the Arabian desert. What’s amusing in one language might lose its comedic charm in translation, leaving marketers with campaigns that land as flat as a deflated ACME tyre in a Roger Rabbit skit. The nuances of cultural humour, wordplay, and colloquialisms prove to be a formidable puzzle for AI, for now, at least, resulting in work that will most surely miss the mark or, worse, generate unintended hilarity for how plain dumb it is. The autonomy of AI algorithms adds an element of unpredictability – not in the best sense of it - that can turn even

pursuit of algorithmic wit looms large. Brands and companies must grasp the paradoxical task of injecting personality into AI-generated content without succumbing to the temptation of over-automation and losing the essence of genuine, relatable humour. While the challenges are real, so too are the opportunities for creating a new era of advertising in 2024 - one where the fusion of human creativity and machine intelligence produces a symphony of laughter. By Santiago Cuesta and Frederico Roberto, Executive Creative Directors at TBWA

January 29, 2024

y a quirk of the calendar, 2024 is poised to become the most significant voting year in history. Projections indicate that over 4 billion individuals, constituting more than half of the global population, will exercise their voting rights in countries far and wide as the US, India, South Africa, and Britain. The economic uncertainties brought about by recent surges in the cost of living may have left individuals in a state of ambiguity over the last couple of years. With the upcoming elections around the world and the recent instability in the region, a new dimension of uncertainty on the political front could emerge. Against this backdrop, media agencies will have to consider the impacts on their clients’ brands and consumers, strategising on how to provide optimal support and foster growth in the face of a potentially unpredictable period. Three areas for media agencies to direct their focus in 2024: NOISE VERSUS ATTENTION Online discourse will explode with political coverage taking centre stage throughout the year. Consumers already contend with living in a noise-drenched society characterised by multiple

‘‘It is crucial to bridge the gap between creative and media discussions for our clients’’ messages, viewpoints and devices. The varying tones of these messages create both incentives for engagement and reasons to disengage. In such an environment, how do we ensure that our clients’ campaigns resonate, prove effective and deliver value? The concept of attention, and further defining it, has been both an industrywide and client-specific goal for several years. In 2023, attention evolved from a theoretical concept to practical

applications at both agency and research levels. 2024’s imminent wave of noise should be the motivator for agencies to delve deeper into how attention can enhance the effectiveness of advertising. Ongoing efforts to establish new industry-standard attention metrics, coupled with in-market business effects, offer valuable insights into the distinct capabilities of each digital medium in driving effectiveness. It is crucial to bridge the gap between creative and media discussions for our clients. While attention has predominantly been focused on the media aspect, we must not lose sight of the creative elements integral to campaign development. PEOPLE NOT CONSUMERS How will the uncertainties of this year impact consumer behaviour? Amid recent global cost-of-living instability, brands have grappled with heightened price sensitivity and decision-making inertia. The already intricate purchase journeys have become more chaotic and unpredictable, consequently affecting brand performance metrics across the campaign funnel. In 2024, agencies should bear in mind that it’s about comprehending the entirety of consumers’ lives and incorporating a bit more empathy into their strategies. Although research frequently explores brands and competitors, it often falls short in understanding the individuals behind the consumer. Segmentations and personas, often tailored to specific categories, might unintentionally have blind spots for the myriad indirect factors influencing and altering consumer behaviour. Generational marketing, in its attempt to categorise large groups, can sometimes rely on generic and broad definitions. Being prepared to challenge accepted norms and recognising behaviour patterns and outliers that may emerge in the coming months - and taking actionable steps - will be crucial. CREATING, NOT COMMODIFYING, TRUST We’re already facing a trust impasse, as highlighted in Edelman’s 2023 global trust barometer, citing a lack of faith in societal institutions due to economic anxiety, disinformation, a mass-class divide, and leadership failures, leading to a deeply polarised society. This is where we are even before this year’s global ballots have been cast. Historically, election cycles have demonstrated that the impact extends beyond the political sphere, affecting

THE YEAR AHEAD FOR

MEDIA AGENCIES UM Menat’s John Tippins looks at ways to ensure clients' campaigns prove effective and deliver value

companies, institutions and brands. While each market and region has its unique narrative, the common challenge for agencies is how to assist clients in safeguarding their brand trust. In the past, we’ve witnessed countless examples of the delicate balancing act required when a brand aligns with social or purpose-led issues. In the age of cancel culture, becoming a target is easy if a brand narrative seems inauthentic, and maintaining genuine connections with consumers is more crucial than ever to navigate the complexities of public opinion and sustain brand trust. In 2024, we need to double-down on authenticity and transparency for our clients’ brands. We must hold fast to our reason of being – demonstrating understanding and establishing a genuine connection with consumers. By John Tippins, Regional Director – Strategy, UM MENAT

January 29, 2024

social content, allowing global audiences to explore new destinations from their phones. The success of these brands underscores SRMG’s commitment to staying ahead of the curve and adapting to engage diverse audiences on the platforms they prefer.

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CO-EXISTENCE IS DESIRABLE In the Arab world, the digital era has become a gateway for publishers to reach a global audience, especially in connecting with a diaspora spread across six continents. There’s just one challenge in this endeavour: despite Arabic speakers accounting for 7.5 per cent of the world’s population, Arabic content penetration remains surprisingly low, around 5 per cent. If we look at the book publishing industry, where print is still thriving, we find that this is not just a digital problem: less than 1 per cent of all books published annually are translated into Arabic. Recognising this gap and opportunity, SRMG took proactive steps in 2021 with the launch of Raff Publishing, a leading publishing house in the MENA region. Focused on filling this void and capitalising on the growing demand for Arabic language content globally, Raff publishes Arabic language books in both digital and print formats, showcasing the harmonious experience of these mediums.

The print market has shifted considerably in recent years, writes SRMG’s Katie Golding

o discuss print’s current state and future without emphasising the ongoing digital and audio evolution would be a disservice. Driven by rising online viewership and increasing demand for digital content, particularly in the digitally-engaged Middle East which boasts an impressive 100 per cent connectivity rate, it’s clear that print and digital need to co-exist, with each medium playing to its strengths to reach and engage the widest audience. The digital transition plays a pivotal role in meeting audiences where they are - online. This revolution not only offers a massive opportunity for publications to pivot and retain existing readers but also serves as a catalyst for attracting new ones. It’s worth noting that digital adoption is no longer just for the younger generations; even the boomers are adept at navigating the digital landscape and dropping their tech wisdom into casual conversations. Over the holidays, I witnessed my mum and son swap tech tips and thoughts on ChatGPT. EVOLVING LANDSCAPE OF CONTENT ENGAGEMENT The landscape of content consumption has undergone a transformative shift, with digital, once considered a mere extension to print, now taking the lead. This shift caters to audiences’ desires to be the first to know, share groundbreaking news, leverage business insights, and even make purchases directly from lifestyle magazines – a reality my younger self could only dream of. As we navigate this evolving landscape, the key to print’s resilience lies in the art of engagement – a deep understanding of what audiences seek from content, how to sustain their interest, and, most importantly, how to draw them in closer. Print, in response to these challenges, is evolving into a niche market. Identifying and understanding

this niche, and the key commercial drivers, is pivotal. It’s not merely about print complementing digital media anymore; there has been a paradigm shift and to thrive I believe we must be digital first. At SRMG we have spearheaded digital transformation across the MENA region by embracing a data-driven, audiencecentric strategy and adopting immersive, impactful formats tailored for each platform. For example, we recently revamped our lifestyle magazines, Hia and Sayidaty, with engaging digital-first approaches. The new digital content is complemented by high-quality monthly print editions. Likewise, our recent launch, LIST, a digital platform, and print magazine, features captivating, top-tier

‘‘The key to print’s resilience lies in the art of engagement understanding what audiences seek’’

THE RISE OF AI IS A PIVOTAL MOMENT Looking ahead, the integration of artificial intelligence (AI) is set to play a transformative role in the print industry. A recent McKinsey Global Survey on AI indicates that AI adoption has more than doubled since 2018. The true potential of AI lies in streamlining processes, enhancing products, and ushering in more sustainable practices. One of the longest standing challenges in the printing and packaging industry has been the generation of waste, but AI’s analytical capabilities are optimising resource usage and minimising waste of materials such as ink and paper. Far from being a threat, AI represents an opportunity for print, providing a platform for those who have weathered the digital storm and integrated their offerings to meet the demands of a modern audience. Standing at the intersection of tradition and innovation, the print industry finds itself on the brink of a new era. For those who have navigated the challenges and discovered their unique niche, the opportunities presented by digital transformation and AI are endless. Print, often deemed a relic of the past, must adapt and embrace the possibilities of the digital age. By Katie Golding, Chief Marketing Officer at SRMG

January 29, 2024

THE YEAR AHEAD FOR

E-COMMERCE

GroupM MENA’s Haneen Aburrubb foresees a handful of key trends redefining the commerce experience

ENA’s commerce landscape is poised for change, blending innovation, technological integration and rising consumer expectations. Notably, retail media’s popularity is soaring, securing its position as one of the fastest-growing channels with an anticipated 26 per cent growth in 2024, as forecasted in GroupM’s proprietary intelligence report This Year, Next Year. Local retailers are on the precipice of realising the potential for increased revenue through retail media. We’re particularly excited about this shift because, by leveraging technology to improve their margins, local retailers are not just evolving; they are enhancing customer experiences. Retailers possess a treasure trove of first-party data, becoming even more crucial at a time when third-party cookies are on the verge of disappearing. Let’s explore five major predictions: ADTECH ENABLEMENT FOR LOCAL RETAILERS In 2024, local retailers especially in MENA are anticipated to broaden their horizons beyond their own technology stack. This shift involves seeking the expertise of technology enabler companies, including global players such as Criteo and Citrus and regional players like Ritelo. This exploration is anticipated to streamline advertising product offerings for brands, with Ad Tech playing a pivotal role in unifying the retail ecosystem. The rise of retail marketplaces is on the horizon, facilitated by technology enablers that bring together fragmented retailers, creating new opportunities for brand exposure. Simultaneously, there will be a notable shift towards the decoupling of retail data

from a retailer’s inventory. This move will see the emergence of clean rooms and Supply-Side Platforms (SSPs) taking centre stage in managing and controlling retailer data. This evolution is set to redefine how advertisers connect with audiences by providing a foundation for audience extension and offsite capabilities. Non-endemic brands are anticipated to seize the opportunity to leverage retailers’ first-party data, tapping into rich, anonymized insights segmented by consumer habits, behaviours, basket size and geography.

‘‘Brands need to adapt to consumer needs and be present where their shoppers are’’ AI-POWERED SHOPPING Artificial Intelligence (AI) has shifted from being a distant force to a friendly presence, significantly altering shopping experiences. Envision, a shopping companion empowered with advanced AI algorithms, examining your preferences, past purchases and browsing history. This goes beyond mere product suggestions; it entails crafting a personalised experience for each individual. In the evolving retail landscape, AI has played a pivotal role behind the scenes, fuelling e-commerce experiences. Now AI is stepping closer to the forefront of the consumer experience, reshaping the narrative of retail advertising. What used to be six ad slots could become one or experience a complete transformation in the way consumers are served ads. Achieving operational excellence (including SEO, maintaining healthy stock levels) becomes even more critical for success working together with ads.

DIRECT-TO-CONSUMER COMEBACK We expect Direct-to-Consumer (D2C) to make a strong comeback, introducing new ways for brands to connect with customers, emerging with convenience and hyper-personalised experiences. What sets it apart as a true game-changer is its ability to deliver unparalleled value and experiences, including Augmented Reality (AR) tech and virtual try-on experiences. These innovative features allow consumers to visualise products in real-time and virtually try on clothing, accessories, or even makeup before making online purchases. This return isn’t just about selling things; it’s about creating experiences customers will love. It’s like having your own personal shopping adventure from home. That’s the exciting part D2C brings. Yet, it’s not just about fancy shopping or a passing trend; it’s a clever move for brands driven by realising the necessity to establish a direct relationship with consumers, securing access to invaluable insights. Simultaneously, brands need to keep in mind loyalty as a differentiator for DTC and keep up with the standards of convenience retail has set while also providing incremental value and personalisation. This shift requires a strategic approach to outlining clear roles for both D2C and retail media. The ultimate goal is to capture the consumer effectively, ensuring separation in measurement and audience strategies acknowledging D2C as a pivotal source of first-party data. SOCIAL COMMERCE: WHERE CONNECTIONS TURN INTO TRANSACTIONS Our favourite social hangouts – Instagram, TikTok and Facebook, are beyond scrolling down posts; they have transformed into dynamic e-commerce platforms. Think of it as the smooth merging of shopping into everyday social life. As commerce grows within these channels, brands need to adapt to consumer needs and be present where their shoppers are. This will require brands shifting attention to social shopper insights, the technical endeavour required to set up social commerce presence and understand how attribution will work. The e-commerce landscape in MENA for 2024 is more than a mere transactional canvas. Businesses that take on these trends and put the needs and expectations of consumers at the forefront will find themselves thriving in this dynamic landscape. The key to success lies in customer-centric strategies, fast delivery services and experiences that seamlessly blend online and offline worlds. By Haneen Aburrubb, eCommerce Director at GroupM MENA

January 29, 2024

n the ever-evolving landscape of advertising, the digital era has ushered in a paradigm shift, turning social media platforms into a powerhouse for marketers. The year 2024 promises to be a pivotal point in the evolution of social media marketing, presenting both challenges and opportunities for brands committed to a sustainable future. The staggering statistics paint a vivid picture of the dominance of social media in our lives. With over 4.7 billion active social media users globally, surpassing 50 per cent of the world’s population. Meanwhile, the amount of time people spend on social media has jumped 38 per cent in the past decade, which all point to a message that people are increasingly dependent on social media. Therefore, by leveraging the key trends shaping the digital landscape, businesses can not only build brand loyalty but also contribute to a greener, more equitable world.

supreme. Consumers are increasingly sceptical of greenwashing tactics. In 2024, transparency and authenticity will be the cornerstones of successful sustainable marketing. Be open about your challenges and setbacks alongside your successes. Share your sustainability journey, showcasing how you’re constantly learning and improving. Partner with credible environmental organisations and influencers who align with your values. Authenticity builds trust, fostering long-term relationships with customers who connect with your genuine commitment to sustainability. COMMUNITY CO-CREATION The power of community cannot be underestimated. In 2024, social media will become a platform for co-creation, where brands engage audiences in shaping their sustainability initiatives to host interactive campaigns, online forums, and workshops where customers can provide feedback and

welcoming environment becomes an opportunity to foster positive attitudes towards eco-friendly products and practices. EXPANDING MARKETING OPPORTUNITIES FOR SUSTAINABLE PRACTICES Beyond targeting and changing attitudes, social media has opened up new chances of marketing opportunities for advertisers with a commitment to sustainability. The numerous user data on these platforms allows for in-depth analysis, offering valuable insights into user needs and preferences. This data-driven approach serves as a compass for advertisers, guiding product and service development with unparalleled precision.

THE YEAR AHEAD FOR

SOCIAL MEDIA MARKETING BIGO Ads’ Shweta Singh explains how harnessing the power of trends can help for a sustainable tomorrow EMBRACING THE HUMAN-AI PARTNERSHIP Artificial intelligence (AI) is no longer a futuristic novelty; it’s reshaping marketing in real time. From crafting personalised content to analysing customer data, AI tools offer invaluable insights for targeted campaigns. 2024 calls for a shift in perspective, we must view AI as a powerful collaborator. Human ingenuity remains irreplaceable in crafting the soul of a brand, the emotional resonance that connects with audiences. The true magic lies in seamlessly blending the efficiency of AI with the empathy and intuition of human connection. DATA-DRIVEN STORYTELLING FOR IMPACT Data is no longer just numbers; it’s a powerful narrative tool. In 2024, expect to see a rise in data-driven storytelling, where brands weave compelling narratives based on their environmental and social impact. Showcase the real-world outcomes of your sustainability efforts, not just the goals. Use data visualisation, interactive infographics and even augmented reality to create immersive by humanising data, brands can inspire action and drive genuine engagement. BEYOND GREENWASHING Transparency and authenticity reign

ideas. By empowering communities, brands can foster a sense of ownership and collective impact, driving social change beyond their own walls. Other than grasping the social media trend, unsurprisingly, this seismic shift has left an indelible mark on the advertising industry, turning social media into the most crucial channel. So let’s also delve into the key ways in which social media has become the linchpin of survival in the advertising game. PRECISION IN TARGETING One of the most profound changes brought about by social media is the ability to deliver highly targeted branding and performance advertisements. Platforms leverage user data, including personal information and interests, to meticulously direct ads to potential customers. CHANGING ATTITUDES TOWARDS ECOFRIENDLY ADVERTISING Social media has not only altered the way users consume information but also their attitudes towards advertising. Unlike the traditional ad formats that often made people feel intrusive, social media advertising is more welcomed by users. In the realm of sustainability, this

Social media marketing has irrevocably altered the advertising landscape with a particular focus on sustainability. As David Ogilvy’s words echo through the corridors of time, the essence remains - advertising is about information, and in this digital age, social media is the key to disseminating that information effectively. As the social media juggernaut continues to evolve, advertisers with a sustainability mindset must navigate its waters adeptly, leveraging the power of precision, engagement, and opportunity to steer the industry towards a more environmentally friendly and sustainable future. By Shweta Singh, Regional Director - MENA, BIGO Ads

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January 29, 2024

THE YEAR AHEAD FOR

LOGISTICS

Aramex’s Mike Rich explains the need to redefine marketing campaigns in the complex world of logistics

s technological advancements continue to make new strides, consumer behaviour is also transmuting, presenting a dynamic landscape that poses challenges as well as opportunities for marketing professionals to leverage and navigate. Though much has changed and will change, several aspects continue to govern and reflect the very essence of successful marketing strategies. They include understanding consumer needs, delivering value, effective communication, brand positioning, innovation, agility, measuring impact, building partnerships and connecting people.

RISING ABOVE THE NOISE In today’s complex world, where millions of companies and a sea of brands exist, we must think out of the box to stay relevant. Estimates show that over 333 million companies exist worldwide, including 186 million in Asia, 62 million in Africa, and 33 million in Europe. There are also at least 500,000 brands globally in more than 2,000 product categories and about 58,200 listed companies. Thus, marketing strategies require thorough consideration to distinguish themselves and ensure effective communication. Marketing becomes more challenging when it comes to ‘less glitzy niches’ like logistics. Given the market size that accounts for $8 trillion globally and is expected to be worth around $18 trillion by 2030, the logistics industry is growing exponentially so are its offerings, including digital solutions. Therefore, logistics marketing needs a lot of strategic thinking processes and a bespoke approach to reach the right audience with the right information at the right time. ARAMEX’S SECRET INGREDIENT At Aramex, which has a presence in 65+ countries worldwide, each with diverse languages, lifestyles, and purchasing power, we took a different approach to reach this wide range of audience. Over the years, we have been focusing on doing things differently and bringing fresh perspectives to the logistics industry. Many logistics companies categorise marketing as either Business-to-Business (B2B) or Business-to-Consumer (B2C). What often gets overlooked is that it’s always B2C marketing, even in the B2B world. Why? Because at the end of the day, we are engaging with consumers, who have families and friends, they go out, enjoy life, and shop online – they’re just like any other consumer. So, at Aramex we decided to introduce a consumer-style approach to our B2B marketing which has set us apart and continues to differentiate us from other major players in the logistics industry. We took a page out of B2C marketing strategies. Our campaigns, our tone of voice, the way we engage on different platforms – we focused on speaking directly to consumers, even in the B2B realm. And all these campaigns tend to catch people off guard. They often say, “Wow, we never thought seeing this from logistics companies like Aramex”. It’s been about three years since we embarked on this journey. Whether it’s our “Delivering wonderful memories this Ramadan” campaign that garnered over 5 million views and raised awareness about the importance of human connections and essential topics like Alzheimer’s disease or other campaigns on UAE Hope probe/ the Emirates Mars Mission and the Royal Wedding in Jordan, we have been continuously working on new ideas and campaigns. Moreover, to share knowledge with our audience including Small and Medium Enterprises (SMEs), we have also launched ‘the latest trends’ section on our website that serves as a knowledge hub where we regularly share essential

insights from experts. What’s more, recognising the importance of catering to the Arabic-speaking audience, we were the first company in the region to introduce a female version of Arabic on our website, a pioneering move that also gained huge traction. All these marketing approaches with a consumer mindset have proved to be very effective and remarkable. HARNESSING THE POWER OF AI In today’s business landscape, marketing budgets often fall short of grandiose proportions in many companies. Consequently, there is an immense emphasis on optimising outcomes within these financial constraints. At Aramex, we owe our success in this endeavour to our exceptional in-house marketing team, who have consistently delivered high-impact content. Moreover, as a globally renowned provider of comprehensive logistics and transportation services, boasting over 40 years of experience, our priority on cost efficiency also aligns seamlessly with our commitment to be innovative and integrate cutting-edge technologies. We therefore have continually reshaped our marketing strategies and harnessed the potential of innovative technologies, including IoT and AI, to achieve more with less. We are integrating AI to conceive and execute creative digital campaigns which are both cost and time efficient, while yielding outstanding results. For instance, instead of engaging multiple production companies or incurring extensive travel expenses and spending weeks on each production, we prefer devising campaigns that minimise travel and equipment requirements. Additionally, the innovation in digital marketing has significantly enhanced our ability to develop campaigns and create content, such as videos, which were once both time-consuming and expensive endeavours. Our commitment towards innovation has also garnered recognition on various platforms. For example, last year Aramex won the Most Innovative Company in Last Mile and Most Innovative Company in Logistics Awards at the Transport & Logistics M.E. Innovation Awards 2022. In an ever-evolving world, the realm of marketing will continue to present us with greater challenges as well as opportunities in the form of disruptive technologies, which is set to further impact the world of marketing and media. It’s expected that by 2025, 30 per cent of outbound marketing messages from large organisations will be synthetically generated, up from less than 2 per cent in 2022. Its therefore evident that embracing new and experiential strategies and pushing the boundaries of conventional marketing will be essential in reimagining the pivotal role of marketing in shaping the logistics industry and beyond. By Mike Rich, Group Chief Marketing Officer at Aramex

January 29, 2024

s the sacred month of Ramadan approaches on March 12, 2024, businesses face the dual challenge of heightened competition and inflated paid media spending during this festive season. We wanted to provide a strategic roadmap designed to transform challenges into opportunities and equip marketers with actionable influencer marketing strategies for exceptional business growth. Here is a brief rundown of these exclusive Vamp strategies, which can be found in more detail in our latest influencer marketing strategy guide. UNDERSTAND THE RAMADAN LANDSCAPE Ramadan is a fruitful time for businesses, encompassing 1.9 billion Muslims worldwide, with an overwhelming 97 per cent actively celebrating this holy month. The InMobi Ramadan 2023 Report

‘‘ULTRA-TARGETED MESSAGING THROUGH SMALLER CREATORS IN SPECIFIC NICHES WILL HELP TO TAILOR CONTENT’’

ROADMAP FOR RAMADAN INFLUENCER MARKETING highlighted a surge in spending on gifts, clothing, groceries, and travel, particularly peaking in the last week of Ramadan and before Eid. Online sales in Southeast Asia experienced a commendable 19 per cent increase, with apparel, health & beauty, home & garden, and electronics leading the sales spike. Meanwhile, Redseer Strategy Consultants predicted MENA overall retail sales to grow from $61 billion in 2022 to an impressive $66 billion in 2023. Further to this, social media usage in Saudi Arabia rises by 30 per cent, and online spending in the MENA region reached 6.7 billion USD in 2023, with a 9 per cent increase. Projections suggest online spending might exceed $7 billion in 2024. With 41 per cent of UAE residents increasing spending during Ramadan and 83 per cent open to trying new brands, influencer marketing becomes a key strategy. AUTHENTICITY AND MEANINGFUL MESSAGING People seek content that inspires and connects with their faith. For example, 80 per cent of Muslims want to see messaging around family relationships. Our first strategy encourages brands to include non-sales-related messaging in their Ramadan plans. Working with creators who amplify these messages becomes crucial for advocacy. Leveraging authenticity is a global social media trend we expect to see throughout 2024, with 69 per cent of consumers trusting influencers, friends and family over brand information. So this Ramadan, we urge brands to incorporate content formats allowing creators to produce in their style, minimising overtly brand-led messaging in collaborations.

JUMP ON TRENDS TO DRIVE DIFFERENTIATION Amid high competition, CPMs, and inflated paid media metrics, collaboration with creators offers a cost-effective alternative. Jumping on trends boosts relevancy and personality, driving differentiation and recall. Utilising a mix of pop culture and evergreen trends ensures timely messaging with boosted relevancy. Creators, natural trend followers, become ideal partners for trend-led content, optimising reach and virality. THINK ABOUT TIMING Aligning content with consumer behaviour and mindset during the four stages of Ramadan - pre-Ramadan, Ramadan, the final two weeks, and Eid - provides a natural framework for your comms strategy. Crafting messages relevant to specific stages ensures resonance with the audience. Being less product-driven during some stages, whilst partnering with creators on business-crucial stages increases chances of higher reach engagement, and sales. OPTIMISING FOR MOBILE/SOCIAL COMMERCE The majority of muslims in Saudi Arabia increase the time they spend on their mobile device and social media respectively during Ramadan, showing why mobile marketing takes centre stage during Ramadan.Utilising high-performing organic creator content as paid social media ads is a proven method for success. Prioritising portrait video will make this strategy easy to achieve. SHORT-FORM VIDEOS This isn’t anything new, but it’s still powerful. Short-form video content remains popular, making it a powerful tool for Ramadan advertising. Engaging video ads, live streaming for cooking demonstrations, product launches, or Q&A sessions offer real-time connection. Platforms like TikTok, Reels and YouTube Shorts provide high reach when optimised for mobile-first. Partnering this strategy with your trend-led and mobile-first strategies will boost performance. USE NANO-MID CREATORS AND TARGET SPECIFIC COMMUNITIES Ultra-targeted messaging through smaller creators in specific niches will help to tailor content with laser precision. Not only this, they come with an expected authenticity that taps into one of our earlier strategies. This is reinforced with 82 per cent of consumers likely to follow micro-influencer recommendations and micro-influencers content bringing in 20 per cent more conversions than macro-influencers. USE SOCIAL SEARCH Searching platforms for terms and hashtags relevant to your brand and community ensures content creation that resonates. Brands should use social search to guide creative execution, understand current community trends, and identify relevant conversations. This trend is pivotal in optimising influencer marketing strategies for increased visibility, enabling brands to align with consumer search behaviour during Ramadan. To delve deeper and access a comprehensive communications staging framework, download the full report now at vamp.com

January 29, 2024

HIRD-PARTY COOKIE PHASE-OUT Everyone in digital marketing needs to prepare for the phasing out of the third-party cookie and start learning about alternative identity solutions. Originally designed for e-commerce in the 90s, the inadequacy of these cookies for data-driven advertising is blatantly apparent in today’s omnichannel landscape, particularly with emerging channels such as streaming TV and audio, where users tend to be logged-in and cookies are absent anyway. Advertisers need to have a robust strategy on how to leverage first party data and understand new identity options. Publishers require a reliable strategy for authentication of their readers in order to enable precise targeting options for their advertising clients. IDENTITY ON THE OPEN INTERNET The imminent demise of the cookie has led to the development of identity solutions that cover the entire internet, not just the browser, enabling targeting, frequency capping and measurement across all digital channels. It is unlikely that only one solution will remain, but rather a patchwork of different options to assemble a meaningful depiction of consumer behaviour and engagement across all online channels. Interoperable open-source technologies like Unified ID

THE YEAR AHEAD IN

DIGITAL MARKETING The Trade Desk’s Terry Kane outlines five top trends to look out for in the industry

2.0 are likely to build a foundation to connect individual ID solutions. ARTIFICIAL INTELLIGENCE AND PROGRAMMATIC ADVERTISING The use of AI technology enables advertisers to maximise their ad budgets, optimise their campaigns and accelerate their performance by reaching their audiences where they spend their digital time. The strength of AI is its ability to analyse huge amounts of data to make data-driven insights much more accessible. For example, at The Trade Desk we evaluate about 13 million of these opportunities each second. Programmatic advertising is a data-driven way of buying and selling advertising spaces across all devices, markets, and channels in real time. Leading brands and advertisers use it across multiple touchpoints, including display, video, digital audio, connected TV and even digital Out of Home, which allows them to reach their target audience whenever and wherever they are exposed to content. Programmatic advertising also assists marketers in measuring the effectiveness of their advertising campaigns, by providing real-time data on impressions, clicks, conversions, and therefore, tangible business outcomes. RETAIL DATA FOR ADDED PRECISION Retail data will be a crucial piece of the omnichannel puzzle as it provides an all-inclusive view of the broader digital marketing journey. Activating data from retailers to reach the right audiences on the entire open internet provides powerful insights for targeting and measuring success. The decision by major retailers to offer data and information on shopper behaviour is a key leap and opportunity for advertisers. Retailers have potent information about shoppers - from their online browsing behaviours to what might have

been in a cart and, most importantly, the items that make it to the final transaction. The ability for advertisers to extract insights from this data will radically change digital marketing, allowing brands to optimise and attribute touch points in the pursuit of the most important KPI of all: sales. THE RISE OF CONNECTED TV (CTV) According to a recent survey by The Trade Desk in partnership with market research company YouGov, UAE residents spend nine hours daily with digital media on various channels and devices outside of social media. Of that time spent on the open internet, streaming via Connected TV (CTV) accounts for 17 per cent. The rise of CTV viewing habits in the UAE is a result of the growth of streaming platforms and the availability of diverse content. The shift from traditional

‘‘Advertisers need to have a robust strategy on how to leverage first party data and understand new identity options’’ advertising channels to digital is inevitable, as consumers today spend a lot of time on connected devices, including smartphones, Connected TV or computers, and are exposed to digital OOH screens. About three quarters of digital time is, in fact, spent outside of social media. Understanding the customer journey and addressing the right people with the right frequency across these channels is key for efficient messaging by marketers. By Terry Kane, Managing Director, Middle East & Africa for The Trade Desk

January 29, 2024

THE YEAR AHEAD FOR

CUSTOMER ENGAGEMENT An evolution is underway as marketers embrace a profound shift in their customer data strategies, writes Braze’s James Manderson

e are starting 2024 with a monumental shift in the marketing industry, as Google finally starts to sunset cookies on Chrome. While this is only set to impact 1 per cent of users initially, it will force the industry to rethink its thirdparty data strategies. Yet despite this initially being announced in January 2020, only 5 per cent of marketers in the Middle East planned to stop or have already stopped using third-party cookies in 2023. First-party data holds far greater value than the obscure representation of a consumer that third-party data provides. It’s collected by brands directly from their customers through various communications, like asking for the customer’s date of birth to offer them a birthday treat. Once access to cookies has been severed, we’ll likely see brands ramp up their data collection in a bid to maintain a personalised connection with their customers. However, this could lead to

‘survey fatigue’ amongst consumers as brands across the globe look to bolster their first-party data reserves. Brands must proactively ensure they provide genuine value in exchange for necessary information, comprehending precisely the data they require to deliver an outstanding customer experience. If there’s no value in it for the customer, brands may struggle to maintain the connection. An evolution is underway as marketers embrace this profound shift in their approach to customer data strategy. The strategic pivot to curate only the most relevant data aims not only to fuel clever campaigns, but also to build a bedrock of

‘‘Enabling brands to automate personalised touchpoints at various stages of the customer journey ’’ trust, delivering value to a discerning audience that cares deeply about privacy. The power of AI has allowed marketers to scale customer journey orchestration and foster creativity, efficiency, and experimentation in 2023. This transformational impact will continue to be felt in 2024 as brands find new ways to integrate technology into their stacks. Generative AI is not merely a shortcut; it’s a force multiplier. Even single-person marketing teams can tap into a reservoir of inspiration that rivals larger teams or those with agency resources. Marketers can quickly set up and implement personalised engagement campaigns by connecting legitimately

gained first-party data to their customer engagement platform. AI can analyse vast data sets in real-time, identifying patterns and predicting customer behaviour. Enabling brands to automate personalised touchpoints at various stages of the customer journey, driving consistent and relevant engagement across multiple channels. However, marketers should view AI not as a standalone solution, but as a sage and trusted advisor that enhances their marketing prowess and learns alongside them. This perspective acknowledges AI’s limitations and underscores the necessity for marketers to broaden their traditional skill set, particularly in data insight, to fully leverage the opportunities AI presents. Trust will be another watchword for 2024. While we’ve been hearing about a cookieless future for years, it’s now time for marketers to overhaul their customer data strategy. To fail in doing so would risk damaging trust with their consumers and hinder long-term customer value permanently. In fact, in our recent survey, consumers said trust was just as important as affordability when engaging with a brand. In an era where transparency is not just appreciated but expected, brand trust has evolved into a decisive factor influencing consumer choices. Exploring the connection between trust and customer loyalty reveals a symbiotic relationship. Customers who trust a brand are more likely to become loyal advocates. Personalisation will be a strategic tool in building and reinforcing this trust with customers. It can enable brands to do more, like sharing personalised offers, and even suggesting pairing items such as a top to go with a recent jeans purchase. Four out of five consumers surveyed at the end of 2023 said that personalised experiences were at least somewhat important when making purchases. If a personalised experience was not received, 28 per cent said they would consider other brands in future. In 2024, this needs to go beyond just adding a customer’s name to an email. Instead, forward-thinking brands are implementing location-based personalisation like serving information on nearby store branches or timing the delivery of campaigns based on the time the customer is most likely to engage. This can only be done through the purpose-led collection of first-party data to understand the individuality of each customer and their decisionmaking journey. Brands that recognise and capitalise on the interconnected nature of all these elements —personalisation, data, AI, and trust – can expect to be well-placed to win the trust of consumers this year. And their loyalty for many more years to come. By James Manderson, SVP, Global Customer Success at Braze

January 29, 2024

‘‘The real potential lies in brand and media funds managed by media agencies’’

he Out of Home (OOH) advertising industry is on the brink of significant transformations in 2024, with several trends and innovations poised to shape the global media landscape, especially in the GCC and the UAE. As the industry rebounds from the challenges posed by the Covid 19 pandemic, experts anticipate key developments that will redefine the role of OOH in the media ecosystem. DATA INTEGRATION AND PDOOH Advancements in technology are propelling programmatic digital Out of Home (pDOOH) to the forefront of advertising strategies in 2024. The landscape is set for enhanced privacy-safe data access, allowing marketers to seamlessly bridge the divide between online and offline activities. At Hypermedia, we have empowered our media network, the largest of its kind in the UAE, with cutting-edge data measurement tools through partnerships with regional and global leaders in this domain. Today, with our new integrated AI smart technology, our DOOH and retail media are not just screens and large advertising formats but rather smart platforms for advertisers to engage with their audiences in smarter data-driven campaigns and real-time triggered advertising. Our next step is into pDOOH adoption, fostering a fluid movement of inventory and the overlay of performance data for insightful future media planning. Globally, advertisers are projected to increase pDOOH campaigns by a significant amount from $557 billion in 2021 to reach $616 billion in 2024. Beyond simply counting cars and traffic in front of media panels, data measurements serve as a potent instrument for assessing the efficacy of campaigns. This is achieved through the utilisation of precise and dependable metrics that enhance Return on Advertising Spend (ROAS). Notably, recent studies project a noteworthy growth in Out of Home (OOH) advertising expenditure in the MENA region, from $1.4 billion in 2023 to $1.5 billion in 2024. RESILIENCE, INNOVATION, AND GENERATIVE AI The OOH industry, showcasing remarkable resilience and a strong commitment to innovation in 2023, sets the stage for a transformative 2024. Generative AI, retail media and sustainability emerge as pivotal trends. Generative AI's deployment is predicted to usher in a wave of bold and innovative OOH advertising, dynamically optimising campaigns. AI's integration into programmatic platforms is expected to

dynamically reach audiences, providing a holistic and enriched shopper journey. Retail media, characterised by digital assets controlled by specific retailers, is gaining global traction with an expected growth of 8.3 per cent in 2024. The relationship between retail media and DOOH is evident, with both contributing to revenue growth for advertisers and retailers alike. Notably, Hypermedia has played a pivotal role in the retail media evolution in the UAE. After successfully digitising a substantial portion of its media network, Hypermedia has successfully deployed its AI smart advertising technology, transforming 100 screens into smart signages across Dubai Metro's 53 stations, and soon extending to its in-store and in-mall retail network.

streamline planning and buying processes, accelerating market, audience and media analysis. An estimated 68 per cent of industry leaders predict a surge in AI-driven creative campaigns, indicating a substantial shift towards data-driven insights and dynamic creative processes. Additionally, the industry anticipates heightened creativity fuelled by technological advancements such as 3D and AR, offering fresh engagement opportunities. RETAIL MEDIA'S ASCENDANCE The convergence of physical and digital realms in the retail sector is creating new opportunities for in-store and in-mall retail media. Often overshadowed, retail media represents an untapped reservoir of potential for advertisers willing to explore its possibilities. Beyond traditional trade and promotional budgets, the real potential lies in brand and media funds managed by media agencies. Capturing the media value of in-store shoppers through programmatic activation offers retailers the ability to

OOH AND SUSTAINABILITY Sustainability is no longer a buzzword but a driving force behind business decisions, including those in the OOH industry. As 96 per cent of the world's top 250 companies report on sustainability, the OOH sector has responded by implementing eco-friendly practices. Solar panels, electric vehicles and digital displays are among the measures adopted to align OOH with sustainability goals in 2024. NEW HORIZONS As the OOH industry strides into 2024, it stands at the intersection of technological innovation, sustainability and creative prowess. Navigating the year ahead requires a strategic approach, embracing programmatic advancements, sustainability initiatives and the latent power of retail media. By doing so, the OOH industry is poised not only to weather challenges but to redefine the future of advertising and consumer engagement. By Philip Matta, Group COO at W Group

THE YEAR AHEAD FOR

OUT OF HOME

W Group’s Philip Matta talks of shaping a future of innovation and impact

January 29, 2024

s the world looks at Saudi Arabia, different opinions and predictions emerge. There are skeptics, passive spectators and positive enthusiasts. Our internal look as Saudi brand custodians paints a picture that most miss. 2024 is the year of assertiveness. The year where all the aggregate efforts of every sector start yielding providing a solid foundation for the home grown and the home made. The kingdom has for many years been the biggest market in the MENA region. It was a volume play driven by the size of the population; a high purchasing power mixed with dynamic consumerism. Consequently, international brands were thriving and expanding. I started my career in the Middle East at PepsiCo in 2006. Back then, Saudi Arabia was not only the biggest market in our multibillion-dollar region but most importantly, it was a significant bottom line contributor to the global company profit. I also led KFC marketing where most of my brand consumption was in the kingdom. Most of my trips were to the kingdom and most of my innovation

well as festivals. The Saudi calendar is so big that I could not fit it in one page when I was preparing my 2024 business plan. The Saudi leadership is hungrier for achievement than ever, and Saudi funds are made available to any viable business that positively contributes back to the Saudi culture and economy. Every sector that is growing represents tremendous opportunities for home grown businesses and brands. We are seeing the emergence of fashion brands that have turned people’s heads such as The House of Honayda. The latter’s creations left the world in awe at the Jordanian Royal wedding of H.R.H Prince Hussein bin Abdullah. The founder and designer of

was founded by two investment bankers, Shahad & Manar, who quit their day jobs to contribute to and benefit from the tourism sector growth. Previously, home grown brands reflected the active and powerful sectors: petroleum, banking and consumer goods. Who hasn’t heard of Aramco, AlRajhi, Al Marai or Al Baik? Similarly, the new brands reflect the new sectors of focus: tourism, sports, culture and entertainment. We are also witnessing an increasing focus on sustainability. The first Saudi electric car is already in circulation, and it is ahead of its global competitors. All these new sectors combined will continue to give a push to

THE YEAR AHEAD FOR

SAUDI ARABIAN BRANDS STA’s Asmaa Quorrich is full of excitement for the kingdom

Saudi Arabian-made fully electric car

efforts were dedicated to satisfying the Saudi palette. All this was perfectly stable until Vision 2030, a well-spelled-out ambition that soon became the most empowering tool and the loudest nationalistic rally cry. The Saudi youth is bubbling. They now have every reason to stay in the kingdom and explore its wonders thanks to the tremendous efforts made by the Ministry of Tourism and the General Entertainment Authority. There is a clear proliferation of choice in entertainment, cultural events, sports tournaments as

this fashion brand soon made it onto the Forbes list of 50 Women behind Middle Eastern Brands in 2023. Her creations have since made a buzz at film festivals and many notable events. The story of Honayda repeats itself in Saudi Arabia every single day. The stage has been set for the Saudi youth to shine and the only determining factor in the success of the homegrown brands is talent. What the external world does not realise is that the Saudi youth is well educated and very talented. Vision 2030 was the lynchpin, but the foundation has been in the making for many years. Empowerment is the key word here. With the current drive, Saudis are unstoppable. Most importantly women are unstoppable. They are biting at every single opportunity to grow and drive impact. They advance with a high sense of pride and assertiveness. My best domestic trip in Saudi was planned and executed by a local DMC called Mezwalah. The latter

consumerism which will dynamize other sectors such as F&B and Fashion & Services to name a few. International brands will continue to grow given the new domestic dynamics encouraging tourism and consumption inland. However, Saudi home-grown brands will grow faster. They will enlarge the pie and eat up significantly from it. The key to success is being close to the market and adjust to its high and dynamic movement. Joint ventures and partnerships will be key for many international brands. The big picture is more important than ever, and global brands should not compete blindly. They should expand, taking into account that Saudis are gearing up to start their own brands, and their government is encouraging and empowering them to do so. By Asmaa Quorrich, CMO at Saudi Tourism Authority

January 29, 2024

s we look to 2024, Artificial Intelligence (AI) will be more characterised by nuanced precision and a deepened commitment to authentic, personalised experiences. We should be excited by the tangible applications that these upcoming trends are poised to unfold for organisations of all industries. For one thing, we have seen the boom of large language models, however, the year ahead will see a shift towards smaller language models, signifying an exciting pivot. The advent of smaller language models stands as a testament to our industry’s progress in efficiency and efficacy. No longer is the might of an AI model solely quantified by its gargantuan size and computational heft. We are venturing into an era where smaller, more nimble AI models will flex their muscles. These compact marvels will deliver more scalable and tailored functionalities, without the heavy tech and finance resources of their larger predecessors. Consider performance marketing, a discipline centered around measurable and optimised customer interactions. Small language models can become incredibly valuable tools in offering more specific customisations to a brand’s

However, the sumptuous potential of AI is best unlocked by the human imagination coupled with machine intelligence, heralding the rise of specialised AI expert teams. Fostering interdisciplinary groups composed of AI specialists, data scientists, and sectorspecific consultants is crucial. Such teams will harness AI to crack complex problems and innovate solutions with an intricate understanding of both technology and context. At our firm, the establishment of an AI innovation lab, comprising a cocktail of such expertise, has been catalytic in driving forward our product pipeline with AI-integrated solutions. A unique phenomenon that underscores the blurred lines between influencer-driven economies and AI’s

‘‘Consumers crave authenticity, and AI is stepping up to meet this need’’ particular need. With the horde of quantitative and qualitative data marketers go through, a small, tailored language model will be more effective in extracting insights for generating localised content, A/B testing, or real-time personalisation. They will surely become indispensable tools for marketers looking to strike that fine balance between optimisation, scalability and cost. Another direction marketing as a whole could adopt is personalised communication at an individual level. Imagine an AI assistant who recognises not only your preferences but also knows your voice well enough to generate an ad in real time to resonate and communicate with you specifically. Even AI co-pilots are weaving themselves into the very fabric of routine life. From the scheduling assistants that organise our calendars to the AIgenerated campaign decks that are data-driven, these intelligent aids are no longer novelties; they’re the threads holding together the efficiency of our modern existence.

role within them is the emergence of AI influencers. These virtual personalities, powered by AI, are reshaping the landscape of social media and brand representation. Take, for example, ‘Miquela,’ a digital influencer who has amassed a following for her lifestyle, underpinned by an AI engine analysing global trends. Miquela is not just a novelty; she represents a growing cadre of AI entities that cultivate meaningful engagement and influence within human networks. Though brands using AI influencers should still exercise a fair amount of control over these entities to avoid unwanted controversies and think of it as a cost-efficient way to promote their products through this genre of brand marketing. Such an entity inevitably will pivot the conversation towards content authenticity. As much as AI can fabricate convincing narratives, ensuring the veracity of content is of paramount importance. My experience has shown that consumers crave authenticity, and AI is stepping up to meet this need. Techniques like blockchain for content verification, AI-driven fact-checking and watermarking are gaining traction. At our company, embedding transparent AI methodologies that track content lineage has bolstered consumer trust, allowing us to guarantee the integrity of the strategies the AI model creates or curates. I see the coming year with optimism that AI will continue to augment and amplify our potential. We’re moving towards a time where AI is an active partner in shaping our world. It’s going to help us make things more personal and genuine, without having to choose between the two. We’ll see artificial intelligence working in harmony with our minds, making both better. I believe AI will keep making us stronger and smarter, bringing us to a place where our amazing tech skills are as diverse and real as we are as people. In the end, it’s the combo of our creativity and AI’s smarts that’s going to lead us into an exciting future that’s very precise feels human, and stays true to who we are. By Neel Pandya, CEO (EMEA & APAC) at Pixis

THE YEAR AHEAD FOR

AI MARKETING IN 2024 Pixis’ Neel Pandya explains how AI is weaving itself into the fabric of routine life

DIGITAL AGENCIES

January 29, 2024

DIGITAL AGENCY GUIDE Acorn Strategy Accelerate Me Online Founded: 2011 pl@acceleratemeonline.com

Founded: 2010 Headquartered: Abu Dhabi, UAE Head of Company: Kate Midttun hello@acornstrategy.com

We›re a 360°digital marketing agency operating from Lebanon, Saudi Arabia and United Arab Emirates (Dubai). Our certified team of experts in social media, website design & development, digital media and production will help bring your brand to life online through a process-driven approach.

Acorn Strategy is a forward-thinking strategic and integrated marketing communications agency that’s fiercely collaborative. Our integrated experts seamlessly bring strategic and customer-centric solutions that deliver results and empower our clients to achieve optimal success.

SERVICES: Social media strategy, social media accounts setup and management, content creation, copywriting, design

SERVICES: Marketing communications strategy, digital and content marketing, creative communications and design, marketing operations and consultancy, public relations

KEY CLIENTS: Nada Dairy, Eagle Hills, Florida Natural, Pizza Hut, Al Dawaa, Toys R US, Whirlpool

Accenture Song Founded: 2009 Head of company: David Fregonas, Accenture Interactive lead, Middle East. middleeast@accenture.com www.accentureinteractive.com.

KEY CLIENTS: Department of Energy, Digital Academy, Emirates Water & Electricity Company, Abu Dhabi Global Market, Dubai World Trade Centre

Active Digital Marketing Communications Founded: 2003 Heads of company: Sawsan Ghanem and Louay Al-Samarrai info@activedmc.com

Accenture Interactive helps leading brands transform experiences across the entire customer journey. Through our connected offerings in design, marketing, content and commerce, we create new ways to win in today’s experience-led economy. Accenture Interactive was ranked the world’s largest digital agency in the latest Ad Age Agency Report for the fourth year in a row, and was named a 2019 Most Innovative Company in Advertising by Fast Company.

Active DMC was founded in 2003 with a vision to revolutionise the marketing industry and be innovative with every campaign, big or small. It is a vibrant agency that challenges itself every day to leverage best practices through creativity and a diverse set of communication disciplines to deliver excellence. A founding member of the PRCA Middle East chapter, it is committed to upholding the code of ethics and putting continuing professional development programmes in place.

SERVICES: Consulting, design thinking and user experience, platform solutions, creative services, digital media, audience solutions, integrated search, social as a service, influencer management, data and analytics, loyalty marketing

SERVICES: Public relations; influencer relations; social & digital marketing; lead generation; video content & production

DIGITAL AGENCIES

January 29 , 2024

LEADERSHIP PANEL

Founded: 2019 HQ: JLT, Dubai Heads of company: Timothée Désormeaux, Edouard Daou Number of staff: 60 https://acquisit.io +971 (0)4 566 4822 hello@acquisit.io Acquisit enables companies’ growth by designing and executing data-driven strategies. Since its foundation, Acquisit has collaborated with key industry leaders and highpotential start-ups across the MENA region, enabling them to seize online growth opportunities. Acquisit’s scope covers all levers of growth marketing from traffic generation to revenue optimisation.

Timothée Désormeaux Co-Founder & UAE Managing Partner

Marie Franchaud Marketing Manager

Edouard Daou

Co-Founder & KSA Managing Partner

Sean Rutherford

Head of Business Expansion

SERVICES: Performance marketing, SEO, CRM, conversion rate optimisation, measurement and marketplace management KEY CLIENTS: L’Oreal Middle East, Birkenstock, almatar, Hub71, Invygo, Astrolabs AWARDS: Campaign ME Best Performance Marketing Agency in MENA, Google Premier Partner Award in Workplace Excellence EMEA

Muhaib Abubaker SEO Manager

Raya Succar

UAE Team Manager

LEADERSHIP PANEL

Founded: 2023 Headquartered: Dubai Head of company: Vishal Badiani Number of staff: 10 atomicdigital.design/ +971 52 977 0444 projectsdubai@atomicdigital.design Atomic brings ideas to life that transform the way people enjoy, engage and interact with brands, thanks to a unique formula of imagination and tech expertise. We are a global agency, working with clients from almost every vertical, with studios in Paris and Dubai. Certified creative partner agency for Snapchat, Meta, TikTok, 8th Wall, Unity and Teads. SERVICES: Innovative digital creative, including 3D and CGI videos, and augmented, mixed and virtual reality experiences. KEY CLIENTS: Get Cruise, MDL Beast, LVMH, Emirates Airlines, Faces, Amazon Prime TV, Royal Commission of Al Ula

Vishal Badiani

General Manager

Hasan Shah

Chief Growth Officer

DIGITAL AGENCIES

January 29, 2024

Adapts Media Founded: 2017 Head of company: Ravi Dutt Headquartered: Dubai ravi.dutt@adaptsmedia.com We transform businesses through data driven strategies, innovative solutions to minimise media wastage and maximise results. We enjoy working with earned media, where we get others to talk about your brand and creativity. SERVICES: Media planning, digital strategy ,1st party data marketing, SEO/SEM, webapp development and ad operations KEY CLIENTS: Marriott, Godiva, DeLongi, Oberoi, MSC Cruises, Amity

AMC Advertising & Marketing Consultants DMCC Founded: 1988 HQ: Jumeirah Lakes Towers Head of company: Pierre Abou Diwan (Chairman & CEO) enquiry@amcuae.com +971 4 457 2125 We leverage data and AI to tailor dynamic growth-driven strategies for our clients. SERVICES: Media planning and buying, SEO & SEM, programmatic & network advertising solutions, creative, social media advertising KEY CLIENTS: OMODA & JAECOO, Lotus Cars, INEOS, Mitsubishi, Sorbonne University Abu Dhabi

The Adroit Agency Founded: 2019 Head of company: Abdul Samee Qureshi, Managing Director HQ: Dubai info@theadroitagency.com A boutique award winning creative agency that takes pride in being among the select few agencies around the globe specialised in assisting the hospitality, travel and tourism industry brands. SERVICES: Strategy, branding, advertising, design, digital, social, production, new media KEY CLIENTS: Hilton Hotels, Marriott, IHG, Shangri-La Hotels & Resorts, Jumeirah Hotels & Resorts

AGA-ADK Advertising and Marketing Founded: 1997 Chairman: Roger Sahyoun info@aga-adk.com aga-adk.com +971 4 445 8383 Affiliated with ASATSU-DK, the third largest advertising network in Japan, AGAADK is a full-fledged communications agency in the MENA region. Known for its blend of memorable and effective ad campaigns that aim to deliver results, using data to drive creative solutions, and with a content-first approach, the team focuses on creating relevance in communication. SERVICES: Full marketing communication services; strategic planning; creative designs; consumer activation; production; branding and corporate identity; content planning and production KEY CLIENTS: Bosch, Siemens, Gawamen, IFFCO, Nokia, P&G, SAMACO (Porsche), Toshiba, Tabasco , Kobayashi, Hisamitsu, Hershey’s, Hansaplast, Interiors, Red Bull GmbH, Vicks, Dunlop, Falken, Langnese

Aló Founded: 2014 Head of company: Samit Athavale and Dimple Athavale samit@teamalo.com; dimple@teamalo.com We are a team of dreamers and innovators. We are not just a workplace, but a vibrant playground where imaginations have no boundaries. We understand that in today’s fast-paced and ever-evolving environment, we need to create relatable and resonating experiences that captivate audiences. We are an agency that combines strategy, artistry and cutting-edge technology to craft campaigns that evoke emotions, spark conversations and inspire action. SERVICES: Digital strategy and consultation, website design and development, social media management, influencer marketing, search engine optimisation

And Us Founded: 2018 Headquartered: Dubai www.and-us.agency +971 56 779 8436 fadi@and-us.agency We are an independent creative marketing and design firm. We work side by side with our clients to solve their business problems or create business opportunities with creativity. We combine technology and creativity to give a competitive advantage to our clients. SERVICES: Strategy; digital; marketing campaigns; branding; design; media; content production

Assembly Founded: 2004 Head of company : Faisal Dean (Managing Director MENA), Kinloch Kinloch Magowan (Regional Director), Naguib Toihiri (Country Director KSA) hello-mena@assemblyglobal.com Global omnichannel media agency designed to help brands find the changes that deliver meaningful growth to their businesses. By pairing people with data-led process and powerful technology capabilities, Assembly is uniquely positioned to deliver scale and accelerate problem solving. SERVICES: Digital strategy, performance marketing, content localisation and seo, data analytics and measurement, social media, affiliate marketing KEY CLIENTS: Landmark Group, Noon, Etisalat, Mashreq Bank, Azadea Group, Dubai Tourism, Ceer Automotive

Atteline DMCC Founded: 2016 Head of company: Sophie Simpson, Founder and Managing Director HQ: Dubai, UAE hello@atteline.com Atteline is a specialised consumer and corporate GCC integrated communications agency headquartered in Dubai, UAE. Atteline is the MENA agency of the Ruder Finn group, one of the world›s largest independent global communications and creative agencies. SERVICES: Media relations, influencer marketing, social media, strategic partnerships, events and activations KEY CLIENTS: Uber, Pandora, Astra Tech, Binghatti

DIGITAL AGENCIES

January 29 , 2024

LEADERSHIP PANEL

Founded: 2011 Headquartered: Dubai, with branches in Abu Dhabi, Riyadh, Cairo, Bengaluru , Singapore, Shanghai and Tirana Founder & CEO : Shadi Abdulhadi Number of staff: 140 www.boopin.com +971 04 422 5365 info@boopin.com Boopin is one of the fastest-growing networks in the region, led by a team of more than 140 passionate creators and marketers, each with a desire to tell memorable stories and create exceptional experiences for brands and consumers. Our dedicated channel experts sit as a team, which ensures we not only have a tactical approach toward each channel but also benefit from providing a 360-degree response . TECH PARTNERS: Google, Meta/Facebook, TikTok, Tealium, Oracle, Amazon and more

Razmik-Kalaidjian

Amir Tawaf

Managing Director, Boopin Saudi

General Manager, Egypt

Zeena Kurd

Reine Hammoud

Prasad Sawant

Joy Hoyek

Head of Social and Comms

Business Director

SERVICES: Performance marketing, media planning and buying, digital infrastructure, digital transformation and automation, customer data platform facilitation and strategy, Social content management, production, PR, dynamic creative, API integrations, web/ app design and development, SEO, data visualisation KEY CLIENTS: Abu Dhabi Ports Group, Masdar , Lucid Motors, ADNOC, Department of Culture & Tourism, Al Masaood Automobiles, Baja Food, Al Dar Education, Emirates Islamic Bank, GEMs Education, Government Media Office, IG Group, National Human Rights Institution of the UAE, SHEIN, Xiaomi Mobiles, Ministry of Education

Head of Perfomance

PR Director

INDUSTRY SNAPSHOT

SHADI ABDULHADI Founder and CEO, Boopin

HOW DID THE DIGITAL ECOSYSTEM CHANGE LAST YEAR? It underwent significant changes, urging businesses to adapt swiftly. Privacy took the forefront, with strict regulations like GDPR and CCPA reshaping how marketers personalise campaigns. Third-party cookies crumbled, prompting a shift toward first-party data and contextual targeting. Automation powered by AI and Machine Learning was another key trend. From AI-driven

content creation to automated bidding, technology played a pivotal role in enhancing efficiency and delivering personalised experiences. The creator economy saw a huge surge, as individuals on platforms like TikTok built massive audiences. Brands capitalised on this trend, partnering with creators to authentically engage with their communities. E-commerce giants like Amazon and Shopify are facing tougher competition than ever from social media platforms like Instagram and TikTok, which are now making it super easy to shop right within their apps. Brands need to be where their customers are and make sure they can buy their stuff seamlessly across different platforms. The metaverse emerged as a game-changer, with virtual worlds like Decentraland and Roblox offering immersive experiences for connecting with consumers. 2023 marked a transformative year in the digital landscape, demanding adaptability, data-driven decision-making, and a proactive embrace of emerging technologies in marketing.

WHAT WORK ARE YOU MOST PROUD OF FROM LAST YEAR?

I take pride in the team’s dedication and the significant efforts they invested in their work. Additionally, I am proud of the agency’s expansion into new markets. In the first quarter of 2023, we successfully opened three offices in Riyadh, Cairo and Bengaluru. Looking ahead, we have ambitious plans to open two more offices later this year.

WHAT CAN BRANDS DO DIFFERENTLY TO ACCELERATE THEIR DIGITAL STRATEGY?

Brands should be open to experimenting with new technologies, analysing key metrics through data analytics, and adjusting strategies based on insights. Encouraging a culture of continuous learning and innovation is crucial for sustained success. 2024 presents opportunities for brands embracing change and evolving digital strategies. Prioritising privacy, exploring the metaverse and immersive technologies, using automation judiciously, collaborating with content creators, prioritising commerce across platforms, and remaining data-focused and analytics-driven are essential. By doing so, brands can thrive in the ever-changing digital landscape. It isn’t just about adopting new technologies; it’s about using them strategically and ethically to build real connections and deliver outstanding brand experiences. Take a proactive approach, leverage data analytics wisely and create thoughtful and effective digital strategies.

WHAT ARE THE BIGGEST OPPORTUNITIES BRANDS CAN GEAR UP FOR THIS YEAR?

It’s crucial to make the brand experiences more personalised by embracing technology. Brands that excel in effectively utilising first-party data for insightful personalisation will develop deeper trust and loyalty among their customers. A key opportunity lies in adopting the automation approach by leveraging AI and machine learning. Build in-house tools to make campaigns more efficient and to build personalised experiences.

DIGITAL AGENCIES

January 29, 2024

BPG Group

Blue Apple Advertising

Founded: 1980 Headquartered: Dubai newbiz@bpggroup.com www.bpggroup.com

Founded: 2010 Headquartered: Dubai www.blueappleco.com hello@blueappleco.com +9714 4390161

BPG’s team of 150+ digital-first specialists work across the Arab world with global scale through associate WPP offices. Since 1980, BPG has helped guide the region’s transformative growth. We use data, best-in-class media, insightful strategy, inspiring creative and design, and culturally relevant content to help organisations deliver human connections. SERVICES: Advertising & branding; customer experience; public relations; media planning & buying; social media & content creation KEY CLIENTS: Adyen, Alshaya Group, Assima Hospital, BankDhofar, Behbehani Motors Company (Porsche, Volkswagen, Skoda), Central Bank of Kuwait, Ciena, Cigna

Belong Interactive Founded: 2012 Head of company: Pierre Azzam, founder & CEO hi@belonginteractive.com www.belonginteractive.com +971 4 369 5345 Belong interactive is a specialist digital agency with “Intelligence” at its core. Empowered with its strategic pedigree, it leverages its clients’ digital assets and enables them to connect and engage with users through intuitive and immersive experiences across an integrated suite of digital touchpoints. SERVICES: Digital assets design, development and maintenance of websites, e-commerce sites, mobile applications, intranets and brand portals; SEO/SEM; customer experience management KEY CLIENTS: Nakheel, Ain Dubai, Visit Hatta, Majid Al Futtaim, Philip Morris, The Galleria Al Marya Island, Metito, Skydive Dubai.

Blue Apple is an award-winning integrated creative digital agency. Everyone talks about their differences, but we believe we genuinely offer our clients something different; a team of communications experts who value client relationships. We strive every day to create fresh, innovative and collaborative communication solutions in a boutique personalised way to help drive your businesses forward. SERVICES: Creative services, brand strategy, integrated communication, logo design & corporate identity, packaging, digital marketing, social media KEY CLIENTS: Mohammed Bin Rashid Al Maktoum City-District One, Dubai Islamic Bank, Emirates Post, Bally, Michelin, McCain Foods, Damac Properties, Al Zahra Hospital, Leptos Estates Cyprus

Blue Beetle Founded: 2004 Head of company: Mark Hirst hello@bluebeetle.me We’re is not your average digital agency. We’re consultants primed to help you grow. We design and develop websites, help drive traffic them, and convert that traffic into revenue. We do this by coupling our passion for design with our love of technology and the yearning to help you flourish. SERVICES: Website design & development; app design & development; sales & marketing automation; digital marketing; digital advertising KEY CLIENTS: Emaar, Atlantis, QE2, Aldar, Ali & Sons, Modon

Founded: 2011 Head of company: Dina Saadeh Number of staff: 18 www.bluebarracudame.com +971 4 354 4458 dina.saadeh@bluebarracuda.com Blue Barracuda is the digital and social arm of Horizon Holdings. We get people talking. To each other and to brands. We use technology, data and content to craft experiences and tell stories that spark conversation. When people talk, we understand perspectives and behaviours; we discover opportunities and possibilities. We use digital and social platforms to build relationships between our clients and their consumers that enable them to reach business and communication objectives. We see ourselves as conversation makers. Conversations for the digital world. SERVICES: Experience and conversation makers across digital & social mediums; includes customer journey-mapping, digital transformation strategy & implementation, content creation, website/app design & build, influencer marketing, SEO, gaming, CRM strategy & implementation

LEADERSHIP PANEL

Mazen Jawad

CEO, Horizon Holdings

Dina Saadeh

Managing Director

KEY CLIENTS: Mohammed Bin Rashid Innovation Fund, National bonds, Dell Technologies, Breitling, Pandora, Samsung. AWARDS: Dubai Lynx Grand Prix, Dubai Lynx Bronze Seema Kunder Digital Strategist

Shahira Nassar

Social Media Strategist

DIGITAL AGENCIES

January 29 , 2024

LEADERSHIP PANEL

Founded: 2006 Head of company: Ahmad Itani, Founder & CEO www.cbpr.me +971 4 3341 140 info@cbpr.me

Ahmad Itani

Cicero & Bernay is an award-winning agency that crafts tailored communication strategies across diverse services, encompassing online reputation management, strategic planning, influencer marketing, and ESG. Our ethos is to let the facts do the talking, with a foundation for establishing strong client partnerships and creating innovative, results-driven campaigns based on meticulous data analysis and interpretation. SERVICES: Online reputation management; social media management; thought leadership; crisis comms; digital media planning/buying; digital strategy; engagement marketing; conversion rate optimisation; contributor relations; campaign testing; digital listening; mobile app development; search engine marketing; search engine optimisation; story mapping; website design and development; app Store optimisation TECH PARTNERS: Carma, Talkwalker, Lexis Nexis, Emplifi AWARDS: 2008 International Stevie Award; 2014, 2018 Guinness World Records; 2016, 2017, 2018 MEPRA Awards; 2021 MENA Digital Awards; 2021 PRCA MENA Awards; 2021, 2022 PRCA Digital Awards; 2024 MENA Stevie Awards

INDUSTRY SNAPSHOT

TARIQ AL SHARABI Managing Director, Cicero & Bernay

HOW DID THE DIGITAL ECOSYSTEM CHANGE LAST YEAR?

Last year, the digital ecosystem was transformed by the rise of Large Language Models like ChatGPT; this revolutionised personalised communication in marketing, notably enhancing chatbots’ capabilities. These tools now target audiences more intelligently and precisely with tailored messaging, an achievement previously limited by workforce constraints.

WHAT WORK ARE YOU MOST PROUD OF FROM LAST YEAR?

In the past year, our proudest achievement was not a project but maintaining all our clients, which is a significant success. We expanded our services, embraced more influencer marketing and digital campaigns and diversified our offerings. Our evolution from a communication consultancy to a comprehensive communication partner in 2023 also marked a key transition, becoming an integral extension of our clients’ marketing functions. This holistic approach to communication solutions is something we’re particularly proud of.

WHAT CAN BRANDS DO DIFFERENTLY TO ACCELERATE THEIR DIGITAL STRATEGY?

Brands should integrate AI to enhance reporting, insights, and personalise marketing. A shift towards niche influencers who connect with audiences personally and emphasising sustainability with tangible results over mere ‘greenwashing’ are key for a robust digital approach.

WHAT ARE THE BIGGEST OPPORTUNITIES BRANDS CAN GEAR UP FOR THIS YEAR?

This year, the focus will be on Large Visual Models (LVMs) powered by AI advancements to recognise visual cues and data; additionally, significant improvements in VR and AR will change audience engagement. As such, brands must stay updated with emerging LVMs, like the Apple Vision Pro and Meta’s Ray-Ban smart glasses, just two examples of the many innovations expected to reshape our digital interactions in 2024.

WHAT DIGITAL NEW YEAR’S RESOLUTION SHOULD PEOPLE MAKE THIS YEAR?

The main focus is on maintaining authenticity and transparency, staying attuned to audience needs, and adapting to the evolving landscape. This is fulfilled by utilising digital technology and innovations in communication to make a measurable, positive impact on society while also ensuring tangible results.

Founder & CEO

Tariq Al Sharabi Managing Director

DIGITAL AGENCIES

January 29, 2024

Brand New Galaxy MEA

Bright Company

Founded: 2020 Heads of company: Adil Khan (CEO), Zubair Siddiqui (COO) business.mea@brandnewgalaxy.com

Founded: 2020 Head of company: Kiera Doherty www.brightcompany.me kiera@brightcompany.me +971 55 508 7578

A global martech platform purpose-built to drive commerce for brands. Headquartered in Warsaw with offices across Europe, MEA & US. BNG delivers e-commerce solutions powered by proprietary transformation tools and data-driven insights underpinned by AI to drive performance. All with a singleminded focus of delivering growth for our clients. KEY CLIENTS: Bridgestone, Perfetti Van Melle, Fresh to Home, IFFCO, Black & Decker, Ecolab SERVICES: E-commerce and automation solutions, digital and ad tech, social media, creative production, marketing communication consultancy

We are collective of industry professionals formed to help organisations solve problems. We know that actions speak louder than words; execution and delivery is our focus. We are professional nomads, we work from industry hubs, client offices and home. We have lower overheads, meaning better rates for you, and sourcing the best rates from our network of suppliers. We are here to help marketing, communications digital, creative and events folk. SERVICES: Digital, marketing and social media consultancy and strategy; marketing transformation; integrated communications; project management

Bridge of Minds

C2 Communication

Founded: 2016 Managing director: Marina Araigy info@bridgeofminds.com

Founded: 1989 Head of company: Roy Aftimos www.c2comms.cx +971 4 282 7621

We bring together an assortment of professionally genuine creatives, specialists and digital marketing experts to create, develop and implement unique online strategies and customised digital solutions that yield quality and profitable results for the brands in the industries of luxury, F&B, retail, arts and entertainment. SERVICES: Social media management; digital design & branding; Google ads; SEO; web development; digital PR &communications KEY CLIENTS: Resense Spa, Kempinski Hotel; La Siesta Hotel & Beach Resort; Castania; Faqra Catering; Ava Venue; Bou Melhem Restaurant; House of Marmalade; Dr. Grace Obeid; AXA Motor Oils; MIMA Group

We do not limit ourselves to the thinking of today’s possibilities. We constantly explore modern marketing to communicate effectively on a daily basis. Driven by a team of courageous decision-makers, progressive thinkers and curious minds, we enable technology to improve business solutions and explore the potential of brands in the future. SERVICES: Building brand identity, tone of voice and perceived value; conceptualisation and ideation of cross-channel communication strategies; activating brands through experiential and meaningful relationships; channel planning strategies; advanced performance marketing and amplification

Founded: 2010 Head of company: Tom Otton Number of staff: 180+ (+971) 4 442 5674 www.creategroup.me talktous@creategroup.me

Create. is the region’s fastest-growing strategic digital communications agency, with a team of 180+ across the UAE, Saudi Arabia, and Egypt. The agency partners with destination brands and nation builders to drive positive cultural and economic transformation, regionally and globally. The team is built to deliver digital strategy, products, content, and innovation through a culture focused on driving impact, and award-winning quality, at speed. SERVICES: Digital, digital consulting, digital strategy, design, performance marketing, social media, video production, web & app development

LEADERSHIP PANEL

Tom Otton

Chief Executive Officer

Matthew Richardson Chief Commercial Officer

KEY CLIENTS: Dubai Tourism, The Public Investment Fund, Department of Culture and Tourism, Royal Commission for Alula, NEOM, Emirates, Volkswagen Middle East AWARDS: Campaign Middle East Digital Agency of the Year 2022, 2023; Campaign Middle East Independent Agency of the Year 2023; Adweek Fastest Growing Agencies 2019, 2020, 2022, 2023 (#10 Fastest-Growing Digital Agency in the World); VEGA Award 2023; NYX Award 2023; 3 MENA Digital Awards 2022

Dia Hassan

Chief Creative Officer

Simon Ashwin

Managing Director

DIGITAL AGENCIES

January 29 , 2024

Chain Reaction

Cheil MEA

Founded: 2010 Head of company: Saif Jarad, CEO HQ: UAE Fadi.kadou@chainreaction.sa

Head of company: Yunseo Kim Founded: 1973 (globally); 2006 (region) Headquartered: Dubai hello@cheil.com https://www.cheil.ae/

Chain Reaction is an integrated digital agency known for its creative and innovative roots. Having started as the 1st Google AdWords partner in the region back in 2010, we’re now a strategic creative, innovative, digital agency with offices across the Middle East. SERVICES: Social media consultancy and management, digital performance, seo and sem, website development, creative content production and video services KEY CLIENTS: SRMG, Foodics, Toshiba, Yelo, LG

Cheil MEA is a leading 360-degree advertising agency. Renowned for its expertise, Cheil adeptly forges robust connections among advertising, retail, digital, activations, and events, seamlessly integrating offline and online touchpoints. SERVICES: Integrated campaigns, customer retail experience, brand experience, creative content, social media, influencer management, e-commerce, media and CRM KEY CLIENTS: Samsung, Volkswagen, Nespresso, Ahmed Seddiqi & Sons, Al Nabooda Automobiles & Energizer Holdings

Cheesecake Digital

Crowd

Founded: 2019 (in UAE), 2010 (UK) Head of company: Philip Wride phil@cheesecakedigital.com

Founded: 2012 Global CEO: Jamie Sergeant Managing director, UAE: Tom Berne tom@thisiscrowd.com

Cheesecake Digital is a specialist gaming agency with more than 20 years of experience. We create go-to-market strategies and help brands authentically enter the e-sports and gaming market. We also consult for governments and federations. Our experience includes tournaments, live events and lifecycle marketing linking retail and ecommerce companies to gaming. SERVICES: Strategy, event management, ad campaigns, lifecycle marketing, market research KEY CLIENTS: TenTime, BLAST Premier, Saudi Arabian Federation for Electronic and Intellectual Sports (SAFEIS)

Crowd is a global creative agency that specialises in amplifying demand for brands around the world. Our dynamic, multi-national team fuses rich data, digital innovation, and creativity to ensure your message hits harder, budgets go further, and sales reach higher. KEY CLIENTS: Ras Al Khaimah Tourism Authority, Adidas, W Residences, Eagle Hills International Properties, Dubai Airports, Dubai FDI, Razor SERVICES: Creative and content, digital marketing, demand generation, distribution, reporting and analytics

Founded: 2000 Head of company: Kareem Monem, CEO, Digitas ME Number of Staff: 155 digitas.com/en-ae +971 4 367 6400 dubai@digitas.com Digitas is the region’s first true Marketing Transformation agency, believing in the mantra ‘Your brand is the experience, and the experience is your brand.’ At the core, we harness the power of customer data to drive key business decisions across Media, Brand and Comms, Martech investments and Customer Experience. TECH PARTNERS: Adobe, Facebook, Optimzely, Google, TikTok, Salesforce, Microsoft, and ContentSquare

LEADERSHIP PANEL

SERVICES: Media services; media strategy, planning and buying, programmatic, SEO/CRO, paid social and advanced analytics. Brand services; comm’s and brand strategy, content and social media marketing, creative campaigns, design and brand development. Martech and data services; technology roadmap, customer data strategy, experimentation, marketing automation, personalisation, CRM and CDP’s. Product and customer experiences; CX strategy, research, experience design, loyalty strategy and implementation, commerce and DXP’s KEY CLIENTS: Haleon, GSK Pharma, McDonald’s, Dubai Tourism, Emaar AWARDS: Gartner, WARC, Cannes Lions, MENA Effies, Digital MENA Awards

Kareem Monem CEO, Digitas ME

DIGITAL AGENCIES

January 29, 2024

Cultark

Deloitte Digital

Founded: 2011 Head of company: Moataz Kotb moataz@cultark.com

Founded: 2019 Headquartered: UAE, with operations in KSA and Jordan hudajani@deloitte.com

Cultark is an award-winning digital marketing agency that is results-focused through leveraging the most up-to-date and effective digital marketing concepts, platforms and tools to ensure the achievement of its clients’ goals. Cultark currently serves clients in Egypt, Saudi Arabia, the UAE, the United Kingdom and Denmark.

SERVICES: Digital marketing strategy; performance-based marketing; communication development; social media marketing; search engine marketing optimisation

SERVICES: Developing strategies for new growth; building customer engagement from lead to loyalty; designing the business to work for real people; defining brand purpose and taking the lead on ESG; being a one-stop shop for creativity and technology to create better business futures

Cyber Cultr Media

Digitalks Digital

Founded: 2022 Head of company: Abdul Aziz Aslam Qureshi HQ: Sharjah, UAE aziz@cybercultr.com

Founded: 2019 Headquartered: Dubai Head of company: Mohit Jain hi@digitalks.me www.digitalks.me

Cyber Cultr Media is a growth-focused digital marketing and strategic communications agency with a proven track record across 20+ industries. SERVICES: Search engine optimisation (SEO), paid media advertising, social media management, lead generation, branding identity design KEY CLIENTS: Rasma Legal, Qadri International, Smart Zone Business Setup, iKonnect, The Barking Lot

Digitalks is a digital analytics and adtech consulting provider for modern digital marketers in the MENA region. Digitalks’ services sit in between the unique fusion of marketing and IT. We help our digital marketing clients by building scalable and technical data solutions to make their digital marketing more efficient and informed. SERVICES: Web and mobile app analytics; ad tech and martech rollouts; reporting automation and visualisation; conversion rate optimisation; deep-dive data analysis

LEADERSHIP PANEL

Founded: 2023 Regional lead: Eyad Abdul Khalek Number of staff: 123 essencemediacom.com/ +971 4 4494750 MENA@essencemediacom.com EssenceMediacom is GroupM’s newest and largest agency, committed to delivering marketing breakthroughs for brands. It has disrupted the old models across media, creative, innovation and analytics to find new opportunities for advertisers and deliver truly integrated media solutions. It fuses Essence’s performance, data, analytics and creative technology DNA with MediaCom’s scaled multichannel audience planning and strategic media expertise. As part of WPP and GroupM, we have access to the richest data, most robust benchmarks and most advanced capabilities in the market. This helps us provide comprehensive solutions to all marketing challenges.

Eyad Abdul Khalek CEO

Alex Jevons

Chief Operations Officer

Abdalla Elabd

Chief Client & Transformation Officer

Burt Reynolds

Chief Data and Technology Officer

SERVICES: Ad tech, analytics, audience research, biddable media, consultancy, content creation, content distribution, data and tech specialist, digital, digital consulting, digital transformation, e-commerce, insights, media buying, media planning and buying, media strategy, mobile, research, SEO, social, sports sponsorship KEY CLIENTS: Adidas, Bayer, Etisalat, Google, L’Oréal (Egypt), Mars, PlayStation, Qiddiya, Richemont, The Coca-Cola Company, Vodafone

Mahmoud Nabil

General Manager, Egypt

Safwan Kanj

Managing Director, KSA

DIGITAL AGENCIES

January 29 , 2024

DViO Digital

Engagement Factory

Founded: 2011 Headquartered: Dubai Founder & CEO: Sowmya Iyer Chief creative: Som Nandi enquiries@dviodigital.com www.dviodigital.com

Founded: 2012 Head of company: Jos Caelers jos.caelers@engagementfactory.com

SERVICES: Branding and integrated marketing; social media marketing; growth hacking; media buying and planning; business strategy and consultation; website and app development; start-up incubator; campaign management; website traffic optimisation; blogger and influencer management; video production

A leading global customer engagement agency, we are Engagement Factory. We help our clients transform into true customer-centric organisations by combining strategy and insights, fuelled by creativity and technology. The result: compelling experiences throughout the customer journey, which enable our clients to build long-lasting and valuable customer relationships. SERVICES: Strategic consultancy, creative and content services, marketing automation and campaign delivery, data and analysis

KEY CLIENTS: Aster Pharmacy and Opticals, EROS, HomeBox Stores, Manipal University, Delhi Bulls Cricket Team, Star Plus, VIVA, Red Tag, Omniscient, Lulu, Jumbo, Sharaf DG, Manchester University, Super General, Amity University

Equation Media

Energy Ekonomiks

Founded: 2013 Chairman: Roger Sahyoun info@equation-media.com www.equation-media.com +971 4 453 7711

Founded: 2020 Headquartered: Dubai Head of company: Romana Ajaz info@energyekonomiks.com Energy Ekonomiks is a leading digital transformation company in the UAE. We offer SEM, SEO, SMM, digital brand development, online reputation management, web & app development, data analytics, PR & influencer management, lead generation and Google Ads management. KEY CLIENTS: Ask Me School

The media planning and buying unit of The Network Communication Group, Equation Media’s services are propelled by consumer insights and data analytics as they use a fusion of first-rate research methods, experience and analysis to help clients create meaningful connections with their audiences. SERVICES: Strategic media planning; integration of online and offline campaigns; social and content planning; media buying; performance marketing; retail transformation and experiential solutions; data analytics and personalised marketing solutions KEY CLIENTS: Al Ghurair foods, Alassassi General Trading, Anchovy Studios, Anker Innovations, BBAC, Dubai Chamber Of Commerce, Ecco Shoes, Fossil Group, Gawamen, Hershey’s, IFFCO, Toshiba Gulf FZE, SAMACO Porsche, Tabasco, Kioxia

LEADERSHIP PANEL

Head of company: Amer El Hajj, CEO Number of staff: 750+ www.groupm.com +97148736700 mena@groupm.com GroupM is WPP’s media investment group and the world’s leading media investment company with a mission to shape the ‘next era’ of media where advertising works better for people. The company is responsible for more than $60 billion in annual media investment, as measured by the independent research bureau COMvergence. Through its global agencies Mindshare, Wavemaker, EssenceMediacom and crosschannel performance (GroupM Nexus), Keyade (Performance Consultancy), data (Choreograph), entertainment (GroupM Motion Entertainment) and investment solutions, GroupM leverages a unique combination of global scale, expertise, and innovation to generate sustained value for clients wherever they do business.

Amer El Hajj

Alan Azar

CEO

Regional MD - CX, Data and Tech

Clare Fearon

Hicham Auajjar

Head of Programmatic

Chief Products and Services Officer

SERVICES & PRODUCTS: GroupM Nexus - Expert services: CX, Data & Technology, Paid Search, Paid Social, Programmatic, Commerce, SEO, AdOps, Content & Innovation and Partnerships, Gaming GroupM Nexus - Media solutions: Advanced tv, advanced DOOH, integrated video, integrated display, integrated cross channel, Nexus creative solutions | GOAT – Outcome-focused influencer solution, Acceleration - Always-on transformation of marketing organisations, Copilot - GroupM Nexus’ AI solution. Keyade – performance consultancy

Laura Gleadhill

Head of Performance

Mario Soufia

Regional Executive Director

DIGITAL AGENCIES

January 29, 2024

Face to Face Communications Group

FP7McCann

Founded: 1991 Head of company: Christopher Bell info@facetofaceuae.com

Founded: 1967 Head of company: Tarek Miknas, Regional CEO info@fp7mccann.com +971 4 445 4777

A homegrown UAE agency group delivering communications work globally. Despite the worldwide challenges of the past 18 months, Face to Face has grown its team of 50, producing the Messi campaign for Expo 2020, several global Parker Pens campaigns and the Pepsi music campaign for Saudi featuring Hussain AlJassmi.

FP7McCann provides fully integrated marketing solutions, advertising and digital services with offices across the region. It has been named as the Most Creatively Effective Agency and Network in the region for the eight years in a row, and the Most Creatively Effective agency in the World, four times in the last decade.

KEY CLIENTS: PepsiCo, Etihad, EXPO 2020 Dubai, LEGOLAND Dubai, MOTIONGATE Dubai, Meydan, Parker, Khalifa Fund for Enterprise Development, International Fund for Houbara Conservation, Ajman Bank, Nair, Sharpie

SERVICES: Business leadership, integrated creative solutions, integrated production, integrated strategy, campaign creation and activation, channel management

Flourish

IAS Digital

Head of company: Ian Reeves (Managing Director) Aimee.blakemore@flourishworld.co.uk

Founded: 2006 Head of company: Ali Asgar Mir nayeem@iasmedia.com +971 4 4475760

Flourish is an independent, specialist CRM agency based in the UAE and UK, dedicated to empowering and supporting businesses to implement customer journeys that deliver a positive return on investment SERVICES: Html development, campaign development and execution, CRM, data strategy and analysis, digital creative KEY CLIENTS: Twitch, Nissan, Phillip Morris International, Drax, Sure Petcare

IAS Digital is a part of IAS Media, one of the largest media concessionaires in the MENA region. IAS Digital has an exclusive representation of more than 150 premium international and regional websites. Conceptualising and executing audience-centric marketing communication plans and delivering impactful and measurable results are some of the core strengths of IAS Digital. SERVICES: Digital and social marketing, data driven content marketing, programmatic, lead generation – CPC, CPV, CPCV, CPL and CPA, data analytics, SEO, SEM, in-app advertising

LEADERSHIP PANEL

Founded: 2011 Head of company: Amer Massimi Number of staff: 50+ https://hashtag-me.com/ +971 4457 86 78; +966 11 293 2889 info@hashtag-me.com Hashtag is a social-first agency, founded in 2011 with the sole purpose of helping brands become more humanised on social platforms. Having worked with big and small brands, Hashtag accumulates a wealth of experience in dealing with different industries. Hashtag is at the heart of social media culture, immersed in its trends and crafty in employing these ideas to leverage a brand’s voice on social. The Hashtag team are masters at strategy, artists in content, experienced in media and comprehensive in reporting.

Amer Massimi CEO

Moayad Albadawi Office Operations Manager

Reine Jalloul

Creative Strategist

Mai Yassin

Head of Community Management

TECH PARTNERS: Starfish Agency (influencers) SERVICES: Content creation, social media strategy, media buying, influencer marketing KEY CLIENTS: Carrefour, Savola, Centrepoint, Betty Crocker, Fitness First.

Karim Alchahabi Creative Director

Maha Hussein

Social Media Manager

DIGITAL AGENCIES

January 29 , 2024

iMetric

Inca Tanvir Advertising

Founded: 2017 Head of company: Saad Sraj| Hello@iMetric.net

Founded: 1976 inca@eim.ae www.incatanvir.com

iMetric is an integrated digital media agency, with offices in Lebanon and Saudi Arabia. Data, metrics and technology are at the heart of everything we do. We partner with our clients with the aim of growing their business and profitability through multiple digital marketing solutions. We add value to businesses by building dynamic media strategies and plans optimised for maximum efficiency.

Full-service advertising agency, offering 360-degree integrated scientific marketing communication services across all advertising touch points. Reputed for award-winning creative work. Successfully handling the marketing communications of various local and regional clients.

SERVICES: Creative and development, digital media, consultancy and training

SERVICES: Digital marketing; social media planning and execution; web-based and mobile advertising; outreach – precision location audience targeting; SEO and SEM; retargeting

Imfluence

The Inhouse Agency

Founded: 2022 Head of company: Mike Alnaji HQ: Dubai, United Arab Emirates info@imfluence.ae

Founded: 2023 Head of company: Rasha Hamzeh Headquartered: UAE admin@theinhouse.agency

Imfluence is a part of a collection of influencer marketing and social media solutions, built on progressive technology, industry expertise and a passion for data. We help people, brands and governments create compelling content that drives influence. We provide a whole range of services ranging from content creation, influencer marketing campaigns, social media management and personal branding sphere.

We serve as an in-house extension for clients, offering specialised teams tailored to any marketing need, with credibility and expertise as our cornerstones.

SERVICES: Influencer marketing, social media management, content production, c-suite marketing, talent management KEY CLIENTS: ADNOC Group, Dubai Financial Market, Roads & Transport Authority, Aldar Group, Emirates Development Bank

SERVICES: Digital advertising, creative strategy and advertising campaign development, cross-channel media strategies, website design and development, content creation KEY CLIENTS: Koita, Mitsubishi, The Access Bank UK, New Media Academy, Wisewell

Founded: 2005 Head of company: Dany Naaman, CEO Number of staff: 250 havasme.com +971 4 455 6000 carlos.nadal@havasme.com

LEADERSHIP PANEL

Havas Middle East is part of Havas Group, one of the world’s largest global communications groups. We are a fully integrated communications powerhouse, operating seamlessly across creative, media and PR. With 20,000 of the brightest and bravest, working in a place we call the Havas Village across more than 100 countries. We are committed to making a meaningful difference to the brands, businesses, and lives of those we work with. SERVICES: Media investment planning and buying, digital and performance marketing, e-commerce, data analytics, brand communication strategy and design, content creation, social community management, media and influencer relations, corporate communications, event management, financial PR and investor relations, crisis and reputation, sustainability ESG, public affairs

Dany Naaman

CEO – Havas Middle East

Houda Tohme

CEO – Havas Media

KEY CLIENTS: Jumeirah Group, Hermes, Nakheel, Adidas, Virgin Mobile, Aujan, Estee Lauder, British Council, JDE, FAB, La Perle, DWTC, Beside Group AWARDS: #2 Most awarded agency and most awarded campaign in the world according to the WARC Rankings (2022); #2 Agency of the Year, Campaign Global Agency of the Year Awards; #10 Best Agency in the world according to the Drum Report; 1x GP in Cannes Lions; 5x GP in the Dubai Lynx; 1 GP in the Loeries; 2x GP in Adfest; 2x ADWEEK Media Plan of the Year; 1GP AME New York Festival; 1GP Cresta

Dana Tahir

Managing Director – Havas Red

Fabio Silveira

Managing Director – Havas Creative

DIGITAL AGENCIES

January 29, 2024

Innocean Worldwide Middle East & Africa Founded: 2005 (global); 2015 (Dubai) Head of company: Chang Jo Yoo cyoo@innocean.com Innocean Worldwide Middle East & Africa is a 360-degree integrated full-service advertising agency located in Dubai, UAE with more than 30 offices globally. Innocean Worldwide Middle East & Africa aims to become a global leader by creating future value through a customised total marketing strategy service. As a global marketing and communications company, Innocean Worldwide Middle East & East Africa pursues the greatest value through the realisation of innovative communications based on creative thinking and challenging spirit. SERVICES: Brand strategy and planning; creative solutions; digital marketing; experiential marketing and activations; media planning and buying KEY CLIENTS: Hyundai, Genesis, Kia

iProspect Founded: 2012 Regional general manager: Iyad Tibi www.iprospect.com +971 4 447 4996 info.dubai@iprospect.com We’re not just specialists in diff erent types of digital marketing; we also know how to bring it together. By pu« ing the customer at the centre, we create simple, eff ective strategies that connect with people across every channel. SERVICES: Paid search, organic search, paid social, display, content and creative, conversion optimisation, social media management, mobile strategy KEY CLIENTS: General Motors, Microsoft, Standard Chartered Bank, Philips, MasterCard, Accor Hotels, Estee Lauder Companies, Atlantis The Palm, Dubai Properties, Dubai Parks and Resorts

Jacobsons Direct Founded: 1986 Headquartered: Dubai jacobsonsdirect.com info@jacobsonsdirect.com +971 4 337 7737 Jacobsons Direct offers new-age marketing and strategy solutions to its customers. We have helped some of the leading global brands to gain more customers, achieve customer satisfaction and customer loyalty. SERVICES: Customer relationship management (CRM) strategy and solution, market research, data management and analytics, direct and digital marketing, customer experience management, CX listening and measurement, in-house call centre, profiled mailing lists KEY CLIENTS: Abu Dhabi Tourism & Culture Authority, FCA, Ferrero, Arabian Radio Network (ARN), GEZE, Jotun, National Bonds, Fendi, Sephora, Boeing

Kreata Global Brand Communications Founded: 2010 Head of Company: Deepan Parameswar executive director info@kreataglobal.com Kreata Global is a smart e-commerce and digital marketing agency based in Dubai. We are driven by next generation media skills, ground-breaking technology and vivacious creativity. One of the first full-service agencies in the region, our passion has kept us ahead of the curve since our inception in 2010. SERVICES: Social media marketing; digital advertising; e-commerce marketing and development; performance marketing; web design and development KEY CLIENTS: IFFCO Group: Ice Cream, Snacks, Biscuits; Emirates Food Industries: Hayatna, National Feed, Al Rawdah Vet Clinic; Yateem Opticians; Magrabi Optical; Clarins Middle East; Air Arabia; Arcor Chocolates

LEADERSHIP PANEL

Founded: 1976 Head of company: Reham Nader Mufleh Number of staff: 300+ in the MENA region horizonfcb.com +971 4 332 3304 reham.mufleh@horizonfcb.com info@horizonfcb.com We understand that activating business is critical, and so is building brands for the long term. We build brands that are both timely and timeless with creativity fuelled by diversity, data and technology to drive Big Business success. We believe that creativity is truly an economic multiplier and that brands can unlock it across everything they do. Whether it’s digital advertising, content creation, branding/design, performance or retention – we build a powerful strategic advantage over their competitors. SERVICES: Brand planning and consulting, brand architecture, brand applications, brand guidelines, packaging, data sourcing and strategy, journey mapping/planning, integrated creative, online/digital creative, content creation, influencers and event management, promotions, commerce strategy and communication, gaming and innovation solutions, experiential and on-ground activations, rapid-pace content production and live shoots, shopper marketing KEY CLIENTS: Visa, Total Energies, Boeing, Dubai South, Dubai Tourism, Lipton, Haleon, Centrum, DHL

Mazen Jawad

CEO, Horizon Holdings

Munther Al Sheyyab

Business Development Director, Horizon FCB Dubai

Reham Mufleh

Managing Director Horizon FCB Dubai & FuelContent

Mohamed Bareche

Executive Creative Director, Horizon FCB Dubai

DIGITAL AGENCIES

January 29 , 2024

Larmo – Creative Marketing Factory

Lemon Adverts

Founded: 2014 Head of Company: Mohamed Elghazaoui mohamed@larmoagency.com www.larmoagency.com +212 6 61 26 81 09

Founded: 2008 Heads of company: Husain Mohsin, Hussain Akhtar www.lemonadverts.com hello@lemonadverts.com

A full digital service agency focused on data, innovation and creativity, operating in Morocco and Africa. SERVICES: Social media management, e-commerce, media buying, content creation, digital activations KEY CLIENTS: Davidoff, Clipper Lighters, Holmarcom Group, Kettani Immobilier, Diamantine

Lemon is a business transformation partner helping established brands and enterprises innovate and reimagine their products and services in a world that is increasingly digital, in a way that allows them to thrive and maintain their competitive advantage as well as continue to create and deliver value to their customers. SERVICES: Customer experiences and design; business modernisation; digital portfolio management; enterprise applications; technology and AWS consulting; web and mobile product development; q-commerce KEY CLIENTS: Abdul Latif Jameel, Informa connect, Abbott Diabetes Care, RSA, Dubai Police, Meraas, Oman Oil, Samsung, Damac

Like Digital & Partners

LB+ logicBureau plus Founded: 2019 Head of company: Emad Eltahan emad@lbandg.com We connect people to brands, whether it’s on- or offline. We develop the right message for your audience and ensure it reaches them through carefully selecting the right channel, based on audience behaviour. We have a new strategic bureau model that works to orchestrate the most effective omnichannel strategy for your brand. Although behavioural and media planning is at the heart of what we do, we also offer advertising and digital services, from integrated brand campaigns to content development for social channels and more. SERVICES: Creative platforms; branding; digital campaigns; content creation KEY CLIENTS: Mountain Dew, Aquafina, Pepsi, Ikea, TopFruit, Tanuf

Founded: 2011 Heads of company: Richard Mogendorff, Karl Escritt and Alex Tovey karl@like.digital Like Digital & Partners is an award-winning agency with offices in London and Dubai, offering expert digital transformation and e-commerce services to the world’s leading luxury brands. Everything we do is driven by business growth and innovation for our clients; from strategy and development to design and content marketing. KEY CLIENTS: Majid Al Futtaim Group, Chalhoub Group, One & Only Resorts, Atlantis SERVICES: Global e-commerce launch and strategy, digital transformation, user experience, conversion rate optimisation solutions, digital strategy

Founded: 2017 HQ: Dubai Media City Head of company: Frederick Eid Number of staff: 40 +971 56 454 8342 frederick.eid@i-magineworks.com www.i-magineworks.com

LEADERSHIP PANEL

Frederick Eid

Founder and Managing Director

Tarek Maroun Vice-President

Driven by innovation and creativity, I-magineworks is one of the fastest growing digital AdTech companies in the region. It was founded in 2017, Sydney, Australia and expanded to the GCC in 2019. We relied a lot on the power of imagination coupled with cutting-edge technology, targeting capabilities, smart data compilations empowered by AI and MobAd technology that appeal to brands, in addition to field operation feedback and continuous innovation. Our team are masters in strategic planning and optimisation, customer ownership and servicing, comprehensive in delivery and reporting.

Halyna Salame

Gazel Shah

Sales Director MENA

Sales Manager MENA

Yara Helayel

Chantal Amadouny

SERVICES: Performance marketing, monetisation, brand awareness, media strategy, media planning KEY CLIENTS: Zain, Virgin Mobile, ADCB, STA

Head of Digital Operations

Creative Director

2023 MENA Network and Agency of the Year CANNES LIONS

2023 Best Creative Agency in the Middle East CAMPAIGN MIDDLE EAST

2023 MENA Network and Agency of the Year LOERIES

2023 Best Creative Agency in the Middle East CAMPAIGN GLOBAL

2023 No.1 Agency in MEA WORLD CREATIVE RANKINGS

2023 No.1 Agency in MEA WARC CREATIVITY 100

2023 No.1 Agency in MEA IMMORTALS RANKINGS

2023 No.1 Agency in MEA ADFEST

2023 No.1 Agency in MEA CLIO AWARDS

2023 No.1 Agency Network in MEA THE ONE SHOW

2023 Global Agency of the Year CAPLES

2023 Global Agency of the Year MAD STARS

2023 No.1 Agency in the Middle East ANDY AWARDS

2023 UAE Agency of the Year GERETY

2023 No.1 Agency in the Middle East CRESTA

2023 No.1 Agency in the Middle East COMMUNICATION ARTS

2023 Regional Agency of the Year LONDON INTERNATIONAL AWARDS

Now who could this be?

DIGITAL AGENCIES

January 29 , 2024

Founded: 1971 Head of company: Dani Richa Number of staff: 700+ impactbbdo.com +971 4 330 4010 info@impactbbdo.ae

Part of the global BBDO network, Impact BBDO was established in 1971 and offers comprehensive and integrated marketing communication solutions, covering a wide and prestigious base of global, regional and local clients. Our mission is to create and deliver the world’s most compelling commercial content across all mediums and screens. The three things we care about the most are “The Work, The Work, The Work”.

LEADERSHIP PANEL

Dani Richa

Ghassan Kassabji

Chairman EMEA and Group CEO

CEO, UAE and Chief Growth Officer MENA

Jad El Rabahi

Katarina Butler

SERVICES: Advertising, brand development, corporate & reputation management, digital marketing, event marketing, integrated project management, marketing communications, marketing science, performance marketing, production, social & content marketing, shopper marketing KEY CLIENTS: ADCB Group, Alef Education, Amana Capital, Burjeel Hospital, Daman, DAFZA, Department of Economy & Tourism, Etihad, Etisalat, Government Media Office, Google, Nakheel, Strategy&, Unilever, Public Investment Fund (PIF), Sadia, Shamal, Unilever AWARDS: Cannes Lions, Loeries (MENA Network and Agency of the Year); Campaign Middle East, Campaign Global (Best Creative Agency in Middle East); World Creative Rankings, WARC Creativity 100, Immortals, Adfest, Clio Awards (No 1 Agency in MENA); Caples, Mad Stars (Global Agency of the Year; Andy Awards (No.1 Agency in Middle East); Gerety (UAE Agency of the Year); Cresta, Communication Arts (No.1 Agency in Middle East), London International Awards (Regional Agency of the Year)

Managing Director, UAE

Lucy O’Brien

General Manager / Partner, PR

Founded: 2000 Head of company: Dani Richa Number of staff: 100+ impactproximity.com +971 4 330 4010 info@impactproximity.com

Part of the Impact BBDO Group, Proximity is a digital experience and technology agency focused on what’s next. We design and deliver digital ecosystems, platforms and products for some of the region’s most iconic brands. Our websites and apps are used by millions of people every day. SERVICES: Automation, augmented/mixed reality, brand innovation and transformation, content and SEO, conversion optimisation, data and analytics, DevOps, digital commerce, digital design systems, enterprise platforms, experience design, MarTech enablement, strategy and product management, technology consulting and implementation, web and mobile development

Ali Rez

Chief Creative Officer, MENAP

Johannes De Beer Creative Director, UAE

Group Finance

Claire Lawson

General Manager, PR

Andre Nasser

Executive Creative Director, UAE

Andrew Peacock

Business Director, UAE

TECH PARTNERS: Acoustic, Adobe Experience Manager, Akamai, Amazon, Braze, Eloqua, Marketo, Microsoft, Optimizely, Oracle, Salesforce, Sitecore KEY CLIENTS: ADCB Group, ADNEC, Capital Bank of Jordan, Department of Economy & Tourism, Etisalat, HP, Knowledge Group, Public Investment Fund (PIF), Shamal, The One & Only

Haris Khan

Projects Director, Impact Proximity

Kusal Udhara

Head of Experience Design, Impact Proximity

DIGITAL AGENCIES

January 29, 2024

Founded: 1975 Head of company: Lara Arbid Number of staff: 250 +971 4 445 4040 info@initiativemena.com

Initiative is a full-service media and communications agency that unlocks business growth for the world’s most ambitious brands. We believe in the power of media to reshape our industry and orchestrate a brand’s entire consumer experience. We do this through fame and flow. Brand fame is built through widespread awareness, recognition and interest among a defined audience and the general population. Customer flow is built through enjoyable, engaging, and seamless experiences across CX, content and media from beginning to end. It connects every step of the customer lifecycle. When brands unite people in culture, they build fame; when brands connect individuals to their unique journeys, they build customer flow. TECH PARTNERS: Adjust, Kochava, Appsflyer, Zapier, Oracle, Adobe GCP (Google), Datorama, Trello, Google Workspace

LEADERSHIP PANEL

Lara Arbid CEO MENAT

Milad Karam CFO MENAT

Aaron Wild

Chief Client Officer MENAT

Yasmine Hussein

General Manager UAE

SERVICES OFFERED: Digital media strategy and activation, media services, communications planning, interactive media, market research, consulting, sports and entertainment, client advice, communications design, social media, partnerships, performance media, data and tech, commerce KEY CLIENTS: Amazon, Amazon Prime Video, Miral Destinations, Eisalat by e&, Americana, COTY, Aldar Properties, LEGO, Riyadh Air, IFFCO, Deliveroo, MSD AWARDS: 12 MENA Effies, 39 MMA Smarties, 1 MENA Digital Award, 4 MENA search Awards, 1 Internationalist, 1 Festival of Media Global

Founded: 2010 Head of company: Wassim Bassil Number of staff: 80 interestingtimes.com +961 1 653 809, +971 4 5140873 info@interestingtimes.com

Nameer Abou Ismail General Manager KSA

LEADERSHIP PANEL

Wassim Bassil

CEO & Co-Founder

Welcome to Interesting Times, the biggest and most awarded independent network in the Middle East. Now what can we do together? You could be working with a vibrant collective of go-getters, on a mission to redefine business through the magic of creativity and collaboration. We are here to help clients transform and take full advantage of the interesting times we live in by integrating creativity and data culture into their business. We achieve all this and more in five different countries, with the combined forces of 80 people, from various backgrounds and skill sets. Welcome to Interesting Times: we’re not just a company, we’re a decision. SERVICES: Branding and marketing consulting; advertising and media; e-commerce and technology

Nour Saleh

General Manager Egypt

Lara Safar

Chief Operating Officer

Ashraf Mansour

Chief Strategy Officer & Co-Founder

Jimmy Francis

Creative Director & Co-Founder

KEY CLIENTS: Oliver Wyman, Ras Al Khaimah Tourism Development Authority, Red Bull, Red Bull MOBILE KSA, Red Bull MOBILE by Zain Kuwait, Red Bull MOBILE Oman, 25h Heimat, D&B, Dolphin Energy, The Founders Office Ministry of Presidential Affairs, Abu Dhabi Early Childhood, TikTok, Santafoo, Future Networks Telecommunications AWARDS: Dubai Lynx 2012 - Media, Interactive, Design; Dubai Lynx 2013 - Media. Interactive; Pikasso D’Or 2018 - Digital Gold, Grand Prix Effie Awards MENA - 2011 2012, 2015, 2019; Cannes Lions - 2019

Sally Alzaza

Creative Director

Alex Lopes

Digital Media Director

DIGITAL AGENCIES

January 29 , 2024

Type of agency: Creative Agency Founded: 1989 Number of staff: 370 Head of agency: Nathalie Gevresse, CEO, Publicis Communications Middle East Email: mena.inquiry@publicisgroupe.com Phone: +971 4 367 6200 Social Handles: @LeoBurnettMEA, LinkedIn: leo-burnett-mena Website: www.leoburnett.com

Leo Burnett first opened doors on August 5, 1935 in Chicago, USA with three accounts, and has since expanded to 85 offices in 48 countries with around 10,000 employees. Today, Leo Burnett and its unique ‘Humankind’ philosophy, rooted in the belief that creativity has the power to change the world, has become synonymous with advertising excellence. Under Publicis Groupe, Leo Burnett’s multiple offices across the MENA region consult an enviable portfolio of global and local clients, served independently as well as in collaboration with multiple sister networks offering PR, media, data, and technology solutions under Publicis’ ‘Power of One’ model.

Services: Marketing Communications, Advertising, Social Media, Digital Media, Branding, Audio-Visual Production, Digital & Social Strategy Key Clients: McDonald’s, General Motors, Emirates NBD, Ferrero, Dubai Holding Corporate, Dubai Holding Asset Management, Omantel, Pepsi, Philip Morris International, The Central Bank of the UAE, AADC, Bank Of Sharjah, Puma, Nestle – Nido, Home Centre – Landmark Group, Cheeze it – Kellogg’s, Neom – Oxagon, P&G Awards: Cannes Lion, MENA Effie, Dubai Lynx, Jay Chiat, Fast Company Middle East, Madstars, D&AD, AME Awards, Loeries

LEADERSHIP PANEL

Bassel Kakish

Acting CEO for Publicis Communications KSA

Nathalie Gevresse

CEO, Publicis Communications, UAE

Kalpesh Patankar Chief Creative Officer, UAE

Ahmed Younis

Chief Creative Officer, Leo Burnett KSA

Founded: 2013 Head of company: Aasim Shaik Number of staff: 52 www.lps-me.com +971 4 546 4465; +971 56 928 0670 partner@lps-me.com

A decade-young agency, LPS gets the power of digital communities and realises their impact to grow brands. LPS is a ‘born from social’ communications and creative agency with offices in Dubai, Riyadh and New Jersey. We unlock the power of digital 1.0 and 2.0 platforms and offer a disruptively new and effective lead communications agency experience for brands in the MENA region, across sectors ranging from government services, banks and insurance to beauty, food and technology. SERVICES: Integrated campaigns; digital marketing; social media management; video production; TikTok & Reels strategy and management; influencer campaigns management; digital media planning and buying

Youssef Naaman

CEO, Publicis Communications, Levant & Qatar

Malek Ghorayeb

Chief Creative Officer, Levant & Qatar

Tarek Latif

CEO, Publicis Communications, Egypt

LEADERSHIP PANEL

Aasim Shaik

Managing Director

Gareth Mankoo Creative Director

TECH PARTNERS: Emplifi, Sprinklr, Microsoft Dynamics 365 KEY CLIENTS: Dolby, Dubai Silicon Oasis, Perfetti Van Melle, Abu Dhabi Islamic Bank, CAFU, Delmonte, Zayed University, Beverly Hills Polo Club AWARDS: Campaign ME AOYT 23 (Social Media Agency of the Year and Production Team of the Year); Campaign ME AOYT 22 (Social Media Agency of the Year)

Firas Al Zubaidi

Group Director – Business Partnerships

Hamza Sheikh

Head of Production

A DATA AND TECH-DRIVEN AGENCY DELIVERING REAL INTELLIGENCE THAT MOVES YOU FORWARD 75%

90%

30%

of all Media will be automated by 2025

of all Digital content will be AI generated

Martech spend will grow in next 2 years

largest channel will be Retail media

KINESSO is the data and technology-driven performance marketing agency that sits at the very heart of IPG Mediabrands, providing actionable growth for both our agency partners and clients. We turn ‘action’ into ‘outcome’ for our clients, leveraging our unique optimization, analytics, AI, and experimentation capabilities.

infomena@kinesso.com

DIGITAL AGENCIES

January 29 , 2024

LEADERSHIP PANEL

Founded: 2019 Head of agency: Karthik Kumar, Managing Director, MENAT Number of staff: 30 www.kinesso.com +971 4 445 4180 infomena@kinesso.com KINESSO is the data and technology-driven performance marketing agency that sits at the very heart of IPG Mediabrands, providing actionable growth for both our agency partners and clients. We turn ‘action’ into ‘outcome’ for our clients, leveraging our unique optimisation, analytics, AI and experimentation capabilities. We have extensive offerings spanning across performance marketing and data and technology. Fuelled by a deep understanding of consumer behaviour, we offer an end-to-end engine of planning and optimisation while also delivering on data-driven strategies for media, creative, social platforms, actionable growth in e-commerce, and creating curated marketplaces specific to each client’s function and needs. TECH PARTNERS: Google, Tealium, Sitecore, Meiro, Oracle, Segment, Appsflyer, Adjust, Firebase, Supermetrics, Lotame, Novatiq

Karthik Kumar

Raouf Ketani

Managing Director

Executive Director Martech and Analytics

Riddhi Dasgupta

Mohammed Mohsin

Data Science & Research Intelligence Business Director

SEO & Content Business Director

AWARDS: MENA Search 2019, MENA Search 2022

INDUSTRY SNAPSHOT

KARTHIK KUMAR Managing Director, KINESSO MENAT

HOW DID THE DIGITAL ECOSYSTEM CHANGE LAST YEAR?

The digital environment in the MENAT region underwent crucial changes over the past year especially in the areas of audience identification and personalisation in a cookie-less environment, Martech adoption, investment into advanced AI and data science capabilities and commitment to data privacy regulations.

WHAT WORK ARE YOU MOST PROUD OF FROM LAST YEAR?

We at KINESSO, as a pioneer in using data and technology for marketing effectiveness and as a prominent player in the market, responded adeptly to the dynamically evolving digital ecosystem:

Audience identification and personalised targeting: The strategy of KINESSO was

based on the audience identification and personalised targeting by integrating KINESSO identity systems, FUSION frameworks and AI and data sciencepowered tools, capabilities to deliver custom solutions at scale for key themes for brands/campaigns which proved even

more interactive, and effective with customer brands. Rapid adoption of MarTech: KINESSO as a market leader in MarTech innovations, we included mechanising processes, improving the effectiveness of campaigns and integrating cloud-based platforms with international and local marketing partners and vendors.

Growing investment in AI and data science: We at KINESSO took a proactive

approach to adopt the latest technologies such as Gen AI, AI, deep learning for campaign segmentation, personalised creative and various use cases which translated into higher returns on marketing investment. Data privacy emphasis: Assuming an increasing importance on the privacy of information, KINESSO formulated plans to enable a sensible utilisation first-party, syndicated and third party data. The emphasis on personalised experiences reaffirmed the company’s commitment to data privacy, an aspect that continues developing in tandem with regulations and expectations of consumers. KINESSO’s emboldened responses to take up the role of a leading data and technology-based entity, which in partnership and collaboration with the media, creative, social agencies and brands will help accelerate the digital strategy for marketing success in the region.

DIGITAL AGENCIES

January 29, 2024

LEADERSHIP PANEL

Elie Zenieh

Founded: 2021 Head of company: Elie Zenieh Number of staff: 40 hello@leadgenarabia.com www.leadgenarabia.com

Managing Director

LeadGen is a modern client-centric agency that has been in the market for the past 3 years, a journey full of milestones that have led to partnering with leading brands in the Saudi market. LeadGen’s success story is powered by a team of digital marketing experts, fortified by progressive technology, and driven by a relentless pursuit of data-driven breakthroughs. We excel at bridging the divide between where our clients currently stand and where they aspire to be by translating ideas into digital masterpieces. We possess a distinctive ability to actualise the very essence of marketing, a fusion of creativity with cutting-edge technology and industry best practices.

Bachir Bouchakra Trading Director

Rasha Mansour

Head of Strategy, Data & Analytics

Khouloud Sraj

Regional Digital Director

SERVICES: Digital performance marketing, strategy & planning, technology consulting & development, data & analytics, content & partnerships KEY CLIENTS: Saudi Motorsport Company, Salam Mobile, Sports for All, McCafé, Ministry of Sports

INDUSTRY SNAPSHOT

ELIE ZENIEH Managing Director, LeadGen

HOW DID THE DIGITAL ECOSYSTEM CHANGE LAST YEAR?

The digital ecosystem globally has been on an upward trajectory for the past few years and this shift has been adopted by the Saudi market to keep up with the huge expansion the market has been witnessing. Brands today prioritise above all creating meaningful connection with their audiences through personalised communication. This is where the mandate to elevate the digital communication is pushing brands to embark on a digital transformative journey.

WHAT CAN BRANDS DO DIFFERENTLY TO ACCELERATE THEIR DIGITAL STRATEGY?

Revisit their basics. With the growing popularity of digitalisation, brands should ensure that their organisation is ready to adopt the mindset and vision of the company. Having a common language across the entities ensures a unified goal is achieved. To achieve a digital maturity, brands should foster a mindset of test and learn, adopting a data driven approach by exploring new territories from tools adoption, tech solutions.

WHAT ARE THE BIGGEST OPPORTUNITIES BRANDS CAN GEAR UP FOR THIS YEAR?

Brands can enhance efficiencies by implementing AI in their marketing strategies. This will allow them to streamline their processes and be more relevant to their customers. It is crucial for the brands to stay agile, and this can only happen by implementing advanced technologies which will allow them to stay up to date with all the trends that might happen in 2024.

WHAT WORK ARE YOU MOST PROUD OF FROM LAST YEAR?

We are very proud to embark on a 3-year partnership with Saudi Motorsport Company – SMC – handling all their digital communication across their major events such as SAGP, Dakkar, Ferrari and Extreme E. Our role will be anchored in expanding and elevating their digital presence, applying enhanced engagement strategies, by implementing advanced data, tech and analytics solutions.

WHAT DIGITAL NEW YEAR’S RESOLUTION SHOULD PEOPLE MAKE THIS YEAR?

While it is nice for someone to stay up to date with all digital and technology trends, it is also important to learn how to create a balance between their digital world and real world. This will allow people to have a healthier relationship with technology and not to eliminate it. It also helps people to a more balanced and mindful approach to digital living.

Ahmed Abou Ammo Business Director

DIGITAL AGENCIES

January 29 , 2024

Liquid

Marr-keting

Founded: 2016 Head of company: Sachinn J Laala, CEO hello@liquidretail.com

Founded: 2021 Head of Company: Charis Marr hello@marr-keting.com

Liquid is an independent agency fully dedicated to shopper marketing and e-commerce. We solve business problems at retail by creating ideas that lead to purchase, wherever, whenever. We believe in harnessing the power of retail to build brands and the importance of creating a winning proposition across all commerce.

We are an agile and fast-growing marketing company designed to support ambitious start-ups and determined scale-ups through digitisation. We support the success of businesses in the digital world by providing end-to-end marketing solutions to set up and grow businesses online with flexible packages to fill your marketing gaps.

KEY CLIENTS: P&G, Pepsi, Nestle, Nivea

SERVICES: Web design & development, e-commerce, digital marketing, social media, dynamic advertising

SERVICES: Retail planning, strategy and consultancy; shopper-based creative, design and activation; store-back content for e-commerce; implementation and maintenance of e-commerce assets; e-commerce marketplace management

Matrix Public Relations The Loop Founded: 2018 Heads of company: Rachel Lloyd; Naheed Maalik info@the-loop.me The Loop is a boutique marketing, communications and PR consultancy based in Dubai. We offer a one-stop solution to help clients close the loop on their marcomms requirements, providing bespoke solutions that are specially customised to their target audiences, business goals, timelines and budgets. SERVICES: PR management; content creation; brand development; marketing and communications strategy; media buying KEY CLIENTS: Education institutions, non-profit organisations, entrepreneurs and small businesses.

Founded: 1999 Headquartered: Dubai CEO: Hilmarie Hutchison www.matrixdubai.com support@matrixdubai.com +971 4 343 0888 Matrix Public Relations is an independent boutique public relations firm based in Dubai. We specialise in providing PR counsel and services to help our clients enhance their brand equity and corporate reputation in the region. SERVICES: PR; social, influencer and digital marketing, crisis management KEY CLIENTS: Acronis, Al Muqarram, Century Financial, Dabur, Himalaya, House of Biori, India Gate, Kaya Skin Clinic, Oxford Business Group, Steve Madden

Founded: 2005 Head of company: Lara Arbid Number of staff: 120 www.magnamena.com +971 4 445 4647 info@magna-global.com

At Magna, our mission is to be the driving force behind our clients’ success by delivering unparalleled media and communication solutions across MENA. Our vision is to redefine industry standards, envisioning a future where businesses thrive through a strategic and innovative mindset. Guided by our commitment to excellence, our ‘Performance Pathways’ planning framework signifies continuous enrichment and evolution of every aspect of our product – technology, processes and most importantly, our people. The expertise of our dedicated professionals ensures our clients benefit from cutting-edge solutions that yield tangible results. As part of MCN and globally IPG, we offer an immense value of research, tools and competitive rates, capitalised through our group’s clout and buying power. That’s the Magna difference. TECH PARTNERS: Adjust, Kochava, Appsflyer, Branch, Zapier, Oracle, Adobe, GCP, Datorama, Flashtalking, Salesforce, Microsoft, Google

LEADERSHIP PANEL

Lara Arbid

Santadip Roy

CEO MENA

Managing Director MENA

Nameer Abou Ismail

Sini Baby

General Manager KSA

CFO MENA

SERVICES: Digital and traditional media services, integrated media strategy and activation, communications planning, market research, consulting, social media activation, SEM, programmatic media buying, mobile partnerships, analytics and dashboard, dynamic creative optimisation KEY CLIENTS: Dubai Holding Group, Dubai Properties, Meraas, Jumeirah, Dubai Parks & Resorts, Global Village, Nahdi Pharmacy, Subway, Baskin Robbins, Banque Saudi Fransi, Twinings, Commercial Bank of Dubai, Bazooka Candies, Hitachi, Canon, Dubai Harbour

Karim Masri

Head of Digital KSA

Fadi Zeidan

Regional Business Director

DIGITAL AGENCIES

January 29, 2024

Founded: 2001 Head of company: Sir Martin Sorrell, Executive Chairman, S4 Capital Number of staff: 8900 worldwide, 200+ serving MEA region https://media.monks.com/ 045149510, 0529486613 dubai@mediamonks.com

Media.Monks is the digital-first operating brand of S4Capital. Since 2001, it has combined solutions – social, data, platforms, experiential, brand and technology services – serving as consultative partner integrating systems and workflows that deliver unfettered content production, scaled experiences and data-science fueled

by AI and the best talent. It’s regional offices are in UAE, KSA and Cairo. Media.Monks was named a Contender in The Forrester Wave™: Global Marketing Service. It also ranks among Cannes Lions’ Top 10 Creative Companies. It has been named Adweek’s first AI Agency of the Year and has earned the title of Webby Production Company of the Year. SERVICES: Campaign strategy, digital strategy, service design, platforms design and development, creative content, content strategy, film production, social media management and execution, experiential, data and analytics KEY CLIENTS: Public Investment Fund KSA, Neom, Qiddiya, Abu Dhabi Tourism, Ministry of Health and Prevention UAE, Gulf Marketing Group, Cenomi

LEADERSHIP PANEL

Sir Martin Sorrell

Victor Knaap

Omar Abou-Ezzeddine

Mohammed AlThaher

Executive Chairman, S4 Capital

Managing Director MEA

CEO EMEA

VP of Growth MEA

TECH PARTNERS: Google, Amazon, Meta, Microsoft, Adobe, NVIDIA AWARDS: Adweek’s inaugural AI Agency of the Year 2023; Webby Awards Digital Production Company of the Year 2021-2023; Cannes Lions Top 10 Creative Companies 2022; Campaign Social Media Agency of the Year 2022

Youssef Hallal

Director of Data Strategy EMEA

Mitch Williams

Head of Social MENA

LEADERSHIP PANEL

Founded: 1999 Number of staff: 250+ Regional lead: Samer Majzoub mindshareworld.com +971 4 454 7444 mena@mindshareworld.com Mindshare is a global media and marketing services company that operates as a part of GroupM, which is the world’s largest advertising media company. We are a leading global media agency network dedicated to propelling good growth for our clients through precise human intelligence and the intentional use of media. Good growth, characterised by enduring and sustainable business expansion, plays a pivotal role in shaping a better society and world. Our approach to accelerating growth involves seamlessly integrating media, creative solutions and technology. We prioritise fostering strong customer relationships, amplifying customer voices and implementing realtime activation strategies, all supported by data-driven insights to elicit a robust response. Our team of 10,000 individuals operates across 116 offices in 86 countries.

Samer Majzoub Regional Managing Director MENA

Boutaina Tazi

Managing Director Morocco

Abdallah Safieddine Managing Director UAE

Darine ElKaissi

Managing Director KSA

SERVICES: Communication strategy, media planning and buying, investment strategy and management, adtech and martech consultancy, outcomes marketing, e-commerce, research and insights, data solutions and analytics, social media management and content ideation and creation. KEY CLIENTS: Abu Dhabi Media Office, Americana Foods, Arab Bank, Du and Virgin Mobile, EVIC, Ferrero (Levant and Morocco), Henkel, Inma Bank, Kuwait Finance House, New Murabba, Property Finder, Public Investment Fund, Qatar Tourism, QNB, Red Sea Global, Rolex

Ghada Nasr

Managing Director Lower Gulf

Hana Khatib

Managing Director Levant

DIGITAL AGENCIES

January 29 , 2024

LEADERSHIP PANEL

Founded: 2018 Head of agency: Andreas Skopal, Managing Director, Merkle MENA Number of staff: 70 www.merkle.com +971 4 447 4996 mena.growth@dentsu.com Merkle is a leading data-driven customer experience management (CXM) company that specialises in the delivery of unique, personalised customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading non-profit organisations have partnered with Merkle to maximise the value of their customer portfolios. The company’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive hyper-personalised marketing strategies. Its combined strengths in consulting, creative, media, analytics, data, identity, CX/commerce, technology, and loyalty and promotions drive improved marketing results and competitive advantage.

Andreas Skopal Managing Director

Omar Khan

Stacy Andersen

Deputy Managing Director

Sameer Poonja

Head of Data and Analytics

Head of Experience and Platforms

Beth Williams

Deepak Mankani

KEY CLIENTS: Emirates, Cenomi, DubaiStore, Jarir Bookstore, Pizza Hut, Samsung, Al Boom Marine, Al Futtaim, IKEA, Dubai Holding SERVICES: Strategy and transformation, data management and governance, Data science and AI, cloud solutions, CRM and media services, experience, commerce and loyalty AWARDS: MENA Search Awards - Agency of the Year (2021, 2022), Most Innovative Campaign, Best Use of Data, Leader in Everest Group PEAK Matrix® for Marketing Services

Head of Performance Media

Head of SEO

INDUSTRY SNAPSHOT

ANDREAS SKOPAL Managing Director

HOW DID THE DIGITAL ECOSYSTEM CHANGE LAST YEAR?

Last year, the digital ecosystem saw significant advancements in AI and machine learning, leading to more personalised and effective marketing. This year we will continue to see how the rapid integration of these technologies will continue to reshape marketing strategies and consumer engagement, making building bespoke CX experiences more cost effective, convenient and consistent.

WHAT WORK ARE YOU MOST PROUD OF FROM LAST YEAR?

Bringing together local delivery expertise and our global centres of excellence capabilities, particularly in the Experience Design and Platforms space to win several large transformational mandates in the region, helping brands ideate, create and deliver meaningful customer experiences.

WHAT CAN BRANDS DO DIFFERENTLY TO ACCELERATE THEIR DIGITAL STRATEGY? Customers today want convenience – to easily gather the information they need and purchase things in their preferred manner. In short, they want friction removed from their lives. Your strategy

needs to deliver on the brand promise to the consumer, both on and offline, allowing them to access, with speed and efficiency, the value they seek from your brand.

WHAT ARE THE BIGGEST OPPORTUNITIES BRANDS CAN GEAR UP FOR THIS YEAR?

When looking to build a successful CX strategy, the biggest opportunity brands have is using customer data for the customer’s benefit. These means having a data strategy that applies across departments and functions, and data management that allows everyone who needs it access to assess customer lifetime value, recognise unique customers and gauge penetration across their brands.

WHAT DIGITAL NEW YEAR’S RESOLUTION SHOULD PEOPLE MAKE THIS YEAR? Two key digital resolutions should be the prioritisaion of data privacy and security and the ethical use of AI. Establishing guidelines and practices around how both data and AI is used ensure it is used in a way that respects fundamental values, such as individual rights, privacy nondiscrimination and non-manipulation.

DIGITAL AGENCIES

January 29, 2024

Elda Choucair

Wissam Najjar

Antonio Chedrawy

Firas Ghazal

Chief Executive Officer OMG MENA

Chief Operating Officer OMG MENA

Chief Financial Officer OMG MENA

Chief Commercial Officer OMG MENA

DIGITAL LEADERSHIP TEAM

Christos Solomi

Dr. Hoda Daou

Raoul Zenon

Vimal Badiani

Chief Digital Officer OMG MENA

General Manager Annalect MENA

General Manager Transact MENA

Managing Director TRKKN MENA

Founded: 2022 Headquartered: UAE

Founded: 2020 Headquartered: UK

Orchestrate is OMG MENA's digital center of excellence, providing digital thought leadership for the group, powered by experts across paid search, social, programmatic and SEO. Our mission is to orchestrate, execute and lead the most successful advertising strategies for our clients using our expert team of digital scientists and market leading technology.

Audience understanding sits at the heart of OMG Transact. But when it comes to eCommerce, it’s about more than just media placement, it’s an end to end ‘process’. OMG Transact is the consultative offering that supports our clients through this process to deliver sales growth.

Services:

Strategic Consulting for Social, Search, Programmatic and emerging channels including CTV, Gaming and Digital Out of Home

mena@omnicommediagroup.com | +97144500450

Strategic Advisory, Amazon management, D2C and eRetail Implementation, Scalability and Efficiency

mena@omnicommediagroup.com | omctransact.com | +97144500450

Founded: 2010 Headquartered: USA

Founded: 2008 Headquartered: Germany

The creative-thinking, data and technology core of Omnicom Group. Experts across a multitude of disciplines such as data science, engineering, and marketing combine efforts to provide best in class solutions to optimize media performance and assist in all marketing activities. Annalect infuses data & technology insights into every aspect of a marketing framework — empowering the best possible creative, media, and communications strategies and execution for brands.

TRKKN (Trakken) is a specialist Google consulting agency offering solutions in the field of digital analytics, data management, conversion optimization and digital implementation. With expertise in eCommerce, media, finance, travel, telecommunications and consumer goods, it is a Certified Google Marketing Platform and Google Cloud Partner.

Services: Measurement Solutions & Predictive Analytics, Audience & Data Strategy, AI empowered Creative Measurement & Enhancement, eCom Analytics Solutions & Consultancy, Adtech & Martech Orchestration & Consultancy.

analytics.mena@annalect.com | annalect.com | +97144500345

Services: GA audit and KPI-Workshops, GMP and GCP licensing and support, Media Buying Consultancy, Technical Implementation, Cloud Architecture and deployment, Digital Transformation, UX and CO services info.mena@trkkn.com | trakkenwebservices.com | +97144500450

DIGITAL AGENCIES

January 29 , 2024

Founded: 2002 Headquartered: UAE OMD is the world's largest media network with more than 12,000 people working in over 100 countries. As the world grows with opportunities, the key is reacting to them, by making better decisions, faster - combining innovation, creativity, empathy and evidence to help them move faster, reach further and take smarter risks every day. Services: Strategic planning & investment management, performance marketing, data and technology consulting and implementation, analytics and e-commerce transformation/marketplace management.

Saleh Ghazal

Saleh Agha

Chief Executive Officer OMD MENA

Managing Director OMD UAE

hellouae@omd.com | +97144500450

Founded: 2006 Headquartered: UAE Guided by the ethos 'Make the Leap, PHD is renowned for driving disproportionate growth through transformative and creative ideas. PHD is one of the most forward-thinking media agencies by challenging convention and breaking new ground in strategic thinking and planning. Built on a culture of thought leadership, innovation and creativity, it is one of the world's fastest growing agency networks. Globally, PHD has more than 6,000 staff, more than 100 offices worldwide, and is part of Omnicom Media Group. Services:

Media planning & buying; strategic planning; data analytics & technology consultants; social & content marketing; SEO; creative services including dynamic creative optimization

Karen Doumet

Dan Shepherd

Co-Managing Director PHD MENA

info.uae@phdmedia.com | +97144500450

Founded: 2016 Headquartered: UAE Pioneering Growth Velocity, Hearts & Science is the growth agency for the post-media age. We are a media solutions partner that goes further to accelerate your business growth and brand momentum. Services:

Performance marketing & integrated media planning/buying, e-commerce & transaction growth, marketing science & ROI modeling services, digital marketing transformation, business growth acceleration, Martech consultancy & implementation, CRM & customer experience consultancy & optimization

Rasha Rteil Managing Director Hearts & Science MENA

MENA@Hearts-Science.com | +97144500450

DIGITAL AGENCIES

January 29, 2024

Maverick

MRM/McCann

Founded: 2019 CEO: Mai ElAmeen info@maverick-me.com www.maverick-me.com +971 4 770 7750

Founded: 2009 Regional managing director: Jad Hindy jad.hindy@mrm-mccann.ae mrm-mccann.ae +971 4 445 4362

With offices in Dubai and Cairo, Maverick is an independent, consumer-focused, data-driven digital marketing and communication agency that leverages market research to develop strategies that deliver business results. Maverick specialises in digital marketing, web development, search (SEO +SEM), social media (strategy, paid and community management), content marketing, creative development and digital production.

MRM//McCann is an integrated digital services agency. We help brands grow meaningful relationships with people – building, maintaining, measuring and optimising data-driven creatively led technology to enable customer experiences. We believe in the power of creativity, the magic of technology and the beauty of data. As a global network, we are a digital leader in this space. With 50 people based in Dubai ,we are connected to a global network of more than 3,000 globally, across more than 30 offices.

SERVICES: Digital marketing, SEO, social media (strategy, paid and community management), creative development, digital production

Media Mileage Founded: 2012 Head of Company: Usman Qayyum Headquartered: Dubai www.mediamileage.com usmanq@mediamileage.com +971 4 4558431 Media Mileage is a full-service mobile marketing firm in Dubai. We are a team of experienced mobile strategists who share a passion for creating mobile user experiences. Our award-winning SMS campaign management solutions have strengthened consumer engagement for many of the world’s leading brands. SERVICES: SMS marketing; mobile video marketing; mobile application marketing; mobile couponing; Bluetooth marketing

Medialinks Founded: 2021 Head of company: Zeeshan Sajid Amin +971 4 422 6975 hello@themedialinks.com Medialinks is a tribe of creative nerds who enjoy working together to create extraordinary digital experiences. We are not a typical digital agency which offers everything; we specialise in: ecommerce platforms & web development; paid ads; mobile performance campaigns; influencers KEY CLIENTS: PRAN Foods, Cool & Cool, Emirates Wet Wipes (RMB Group), 365 Adventures, Commercial Bank of Dubai

SERVICES: Integrated performance services (advanced analytics, data, SEO, business intelligence); technology, customer experience management, UI/UX , digital development; creative & digital design strategy and implementation; CRM (Salesforce, MS Dynamics) deployment and management

NAAS Digital Founded: 2015 Head of company: Saad Muhammed www.naasdigital.com hello@naasdigital.com A true digital partner for your brand or organisation, generate leads for your business, enhance your current digital assets, or create awareness online with our digital team. An in-house team of experts in Dubai builds websites, mobile applications, e-commerce projects, web applications and any digital product that will bring true digital transformation to your business. KEY CLIENTS: Transguard Group, Alef Group, Garmin, Abdul Latif Jameel, RAK SME SERVICES: Digital asset development; UX/UI; performance marketing; digital branding; social media

Netizency Founded: 2013 Heads of company: Fadi Khater, Michael Maksoudian HQ: Dubai, UAE hello@netizency.com Social media agency born in the digital age, focused on B2B and B2C, and closely connected to all social platforms. Netizency learnt what not to do from its team’s experience at traditional agencies; it eliminates unnecessary structures, streamlines processes, and utilises the latest tools resulting in agility, value, and speed. SERVICES: Strategy, content creation, social media management, digital media buying/planning and listening & analytics KEY CLIENTS: McDonalds, Visa, TikTok, Lenovo, Motorola and ENBD

Mojo

Nexa

Founded: 2005 Head of company: Serge Viranian serge@mojo-me.com

Founded: 2005 CEO: Amit Vyas support@digitalnexa.com

A brand communications agency that gets digital. A digital agency that gets design. A design agency that gets social. A social agency that gets content. A content agency that gets advertising. An advertising agency that gets PR. In short, a brand communications agency that just gets it.

A multi-award-winning agency with offices in Dubai, Manchester and New York, Nexa provides growth-focused strategies for businesses centred around marketing, sales and service. Nexa works with some of the best-known companies in the automotive, education, travel and hospitality sectors. Nexa is the only Diamond Partner of HubSpot in the GCC region and is a Google Premier Partner.

SERVICES: Digital strategy & consulting; social media and influencers; content creation and production; brand & performance advertising; digital design and development

SERVICES: Digital and inbound marketing, CRM & sales strategy, account-based marketing & lead generation, social media marketing and content creation

DIGITAL AGENCIES

January 29 , 2024

PivotRoots

Praxis Advertising

Founded: 2016 Headquartered: Mumbai, India Head of company: Yogesh Khanchandani, co-founder & chief business strategy officer yogesh@pivotroots.com

Founded: 1999 Headquartered: Dubai Head of Company: Amitabh Swarup www.praxisadvertising.com sahil@praxisadvertising.com +971 4 328 4843

A transformational agency, powered by data and tech, fuelled by creativity. Building on data insights and analytics, we strive to simplify the digital landscape with design thinking and tech innovation. We bring ideas to life for brands by looking beyond the ‘what is’ and explore the ‘what ifs’. KEY CLIENTS: Kaya Skin Clinic, Zomato, Eilago, Century Financial, AMEX, Emeritus SERVICES: Strategy & consulting; digital media planning & buying; UI/IX; search engine optimisation; data & analytics

Precise Communications Founded : 2005 Heads of company: Ashik Hasim and Gopal Aswani info@tobeprecise.com Precise Communications is a holistic digital communications agency offering solutions developed in-house. Our end goal is simple: bring brands, businesses and consumers together through a holistic and precise approach. Precise Communications is also the leading provider of messaging solutions offering AI, SMS, Email, WhatsApp and more. SERVICES: Messaging services (SMS, email and WhatsApp); digital media and performance marketing; website and app development; branding and creatives; events and PR KEY CLIENTS: Dubai Municipality, Emarat, Al Ghandi, Estee Lauder, Bobbi Brown, Dubai Frame, Dubai Safari, Joyalukkas, Adnoc

In the fleeting world of digital ecosystem, we create thumb-stopping content. From snackable to shoppable, our content strategy covers every aspect of the customer journey – awareness, engagement, intent to purchase. In a nutshell, from mind, to heart to cart. KEY CLIENTS: IIM Ahmedabad Executive Education, GEMS Education, Tokio Marine Insurance, Best Insurance, Pirelli SERVICES: Lead generation, social media management, website UI & development, SEO, content strategy & design

Pixis AI Founded: 2018 Head of company: Neel Pandya Headquartered: USA mrudula.patre@pixis.ai Pixis is democratising artificial intelligence for marketers, agencies, and creative professionals, helping brands in scaling all aspects of their marketing and augmenting their decision-making in a world of infinitely complex consumer behavior. SERVICES: Targeting AI, creative optimisation AI, performance optimisation AI, cross-platform media optimisation, digital media optimisation KEY CLIENTS: DHL, OMG, HDFC, Joe & The Juice, Betabrand

Type of agency: Integrated Marketing Agency Founded: 1926 Number of staff: 3,600 across the region Head of agency: Bassel Kakish, CEO, Publicis Groupe ME&T Email: mena.inquiry@publicisgroupe.com Social Handles: Instagram & Facebook: @PublicisGroupeME, LinkedIn: PublicisGroupeME Website: www.publicisgroupe.com Services: Publicis Groupe is organised across solution hubs which intersect to provide seamless solutions. Publicis Communications is the creative communications division comprising Leo Burnett, Publicis, Saatchi & Saatchi and MSL. Publicis Media harnesses the power of modern media with brands Spark Foundry, Starcom and Zenith. Publicis Sapient is the digital business transform arm. At the core of the Groupe is Epsilon, delivering personalised experiences at scale. Awards: Cannes Lion, Lynx, Effies, Loeries, Jay Chiat, LIA Awards, CLIO, AME Awards, D&AD, Cresta, Madstars, Campaign Agency of the Year Awards Founded in 1926, Publicis Groupe today stands as the foremost communications agency holding group globally. Through the Power of One, we are uniquely positioned to help clients unlock growth through the intersection of data, creativity, media and technology. The Groupe enjoys a thriving presence in the Middle East fuelled by the region’s best talent, world-class agency brands and an enviable portfolio of clients. We are organised across four solution hubs: Publicis Communications, comprised of Leo Burnett, Publicis ME, Saatchi & Saatchi and MSL; Publicis Media, comprised of Digitas, Spark Foundry, Starcom and Zenith, Publicis Sapient, our digital business transformation partner and Epsilon, which lies at the core of the Groupe, providing personalised experiences at scale. The Middle East is headquartered in Dubai, UAE, with a presence in key markets across the region such as Saudi Arabia, Lebanon, Egypt, Jordan and Qatar. E X E C UTI VE L EADER SH I P TEAM

Bassel Kakish

CEO, Publicis Groupe ME&T

Bashar Abdulkarim

Chief Talent Transformation Officer, Publicis Groupe ME&T

Houda Samir

Chief Financial Officer, Publicis Groupe ME&T

LE A D E R S H IP T E A M

Jennifer Fischer

Chief Innovation & Growth Officer, Publicis Groupe ME

Khaled AbouNader Chief Product Officer, Publicis Groupe ME&T

Tahaab Rais

Chief Strategy Officer, Publicis Groupe ME&T

DIGITAL AGENCIES

January 29, 2024

LEADERSHIP PANEL

Founded: 1973 Head of company: Nathalie Gevresse, CEO, Publicis Communications, UAE Number of staff: 85 publicis.com +971 4 367 6200 mena.inquiry@publicisgroupe.com Today’s brands compete with new technologies, empowered consumers, shifting public attitudes, brand new contenders and much more. Creating leading strategies and powerful ideas that allow our clients’ brands to become unique, irreplaceable, in control and ahead is our purpose. At Publicis, we all share a common ambition: help our clients and their brands to be and to remain the leaders they want to be, to “Lead The Change”. Publicis ME, an integral part of Publicis Worldwide, has a network of 330 offices in more than 110 countries. Publicis ME is a part of Publicis Communications, the creative communications division of Publicis Groupe.

Bassel Kakish

Acting CEO for Publicis Communications KSA

Nathalie Gevresse CEO, Publicis Communications, UAE

Aunindo Sen

Tuki Ghiassi

Executive Creative Director, UAE

SERVICES: Audio-visual production, brand communication, consumer activation, corporate communications, creative advertising, digital and social strategy, social media, strategic planning KEY CLIENTS: Nestle, Stellantis, Louvre, Pizza Hut, Standard Chartered, House of Pops AWARDS: Jay Chiat, MENA Effie, Dubai Lynx, New York Festivals, LIA, and Cannes

Youssef Naaman CEO, Publicis Communications, Levant & Qatar

Malek Ghorayeb

Chief Creative Officer, Publicis Communications, Levant & Qatar

LEADERSHIP PANEL

Head of company: Tony Wazen, CEO of Publicis Media ME publicisgroupe.com mena.inquiry@publicisgroupe.com

Publicis Media is the media hub under Publicis Groupe comprising four agencies. Digitas is the marketing transformation agency that connects media, creative, data and technology to deliver modern marketing solutions to clients. Spark Foundry combines start-up spirit with marketplace clout to offer innovative media solutions. It helps clients achieve higher engagement, affinity and transactions through one-to-one consumer engagement Starcom believes in putting people at the forefront of everything they do. They design human experiences that close the gap between what people want and what brands need to grow and thrive Zenith is the ROI agency with a unique way of thinking that inspires growth for brands globally. Their work spans analytics, data and technology, performance marketing, content, and superior trading.

Bassel Kakish

CEO, Publicis Groupe ME&T

Joyce Hallak

Chief Strategy Officer, Publicis Media ME

Tony Wazen

CEO, Publicis Media ME

Rayan Hajjar

Chief Investment Officer, Publicis Media ME

SERVICES: Media Consultancy, Media Planning and Buying, Branded Content, Data and Analytics, E-Commerce, Digital and Performance Marketing Solutions, CX, CI, Measurement KEY CLIENTS: Haleon, Stellantis, LVMH, P&G, Almarai, Aramco, McDonald’s GCC, Neom, Public Investment Fund, Samsung, Saudia, Saudi British Bank, Total Energies. AWARDS: Dubai Lynx, Gartner, WARC, Cannes Lions, MENA Effies, Digital MENA Awards, Forrester Wave™, IDC MarketScape, Digiday, MMA Smarties, Festival of Media, MENA Digital Award.

Elie Milan

Chief Performance Officer, Publicis Media ME

DIGITAL AGENCIES

January 29 , 2024

LEADERSHIP PANEL

Founded: 1992 Head of company: Nathalie Gevresse, CEO, Publicis Communications UAE Number of staff: 155 www.saatchi.com +971 4 367 6270 mena.inquiry@publicisgroupe.com Saatchi & Saatchi has grown from a start-up advertising agency in London in 1970 to a global creative communications company with 114 offices in 67 countries and over 6,500 employees. A part of Publicis Communications, the creative communications division of Publicis Groupe, we are a full-service, integrated communications network. We are in the business of getting people to fall in love with our clients’ products and services. SERVICES: Marketing communications, advertising, social media, digital media, branding KEY CLIENTS: e& by Etisalat, Beiersdorf, Cadillac, Visa, Mondelez, Canon, Nana, RTA, Mahzooz, Merex, Amazon Prime, Expo City

Bassel Kakish

Nathalie Gevresse

Ahmed Younis

Sebastien Boutebel

Acting CEO for Publicis Communications KSA

CEO, Publicis Communications, UAE

Chief Creative Officer, Saatchi & Saatchi KSA

Chief Creative Officer, UAE

AWARDS: Cannes Lions, MENA Effies, Dubai Lynx, Madstars, AME Awards, The One Show Awards, Loeries, Jay Chiat, Cresta Awards, WARC Awards, D&AD, Fast Company

LEADERSHIP PANEL

Type of agency: Digital, Media Founded: 2000 Number of staff: 200 Regional

Tony Wazen

Joyce Hallak

CEO, Publicis Media ME

Chief Strategy Officer, Publicis Media ME

Head of agency: Alain Brahamcha, CEO, Spark Foundry ME Email: culture@sparkfoundryww.com Phone: +971 4 367 6400 Social Handles: IG @sparkfoundrymena Website: www.sparkfoundryww.com Services: Branded Content, Data and Analytics, E-Commerce, Media Consultancy, Planning and Buying

Rayan Hajjar

Chief Investment Officer, Publicis Media ME

Elie Milan

Chief Performance Officer, Publicis Media ME

Key Clients: LVMH, Abu Dhabi DCT, Mondelez, Almarai, Majid Al Futtaim, Saudi Aramco, Louvre Abu Dhabi, Kudu, Kayanee, DGDA Tech Partners: Google, Meta, TikTok Awards: Effies, MMA Smarties Spark Foundry is a global media agency brand within Publicis Media, a key division of Publicis Groupe. Spark Foundry’s bold vision harnesses the spirit of a start-up combined with the soul of a powerhouse that melds an entrepreneurial, innovative business approach with the full resources, capabilities and marketplace clout of Publicis Media. With 200 employees across MENA, we leverage the best industry talent to service our clients across the Luxury, Retail, Travel and Tourism, Culture, Banking & FMCG verticals to name a few. Spark Foundry brings HEAT to brands: Higher Engagement, Affinity, and Transactions.

Alain Brahamcha CEO, Spark Foundry ME

Paul Seif

Head of Spark Foundry, KSA

Nadine Helal

Head of Spark Foundry, Egypt

DIGITAL AGENCIES

January 29, 2024

Push MENA

Radix Media

Founded: 2007 Head of company: Anisha Patel hello@pushgroup.ae

Founded: 2017 Headquartered: Dubai CEO: Mohan Nambiar www.radixmediamena.com +971 4 560 6100

Push has won more Google Premier Partner awards than any other agency in EMEA. We were founded in 2007 and work with companies looking to grow quickly. Our speciality is the speedy execution of the latest marketing techniques. We are also a Preferred Partner for Facebook and a Select Partner for Microsoft. SERVICES: Paid search, paid social, programmatic, analytics, lead generation, shopping

Quill Communications FZ-LLC Founded: 2010 Head of company: Maan Bou Dargham, CEO, Quill Communications Headquartered: Dubai info@quillmena.com KEY CLIENTS: Mohammed Bin Rashid Space Centre, Geely Auto Middle East, Mohammed Bin Rashid Knowledge foundation, Redbull, Redbull Mobile Saudi and Kuwait SERVICES: Public relations, creative, design and production, social media, digital performance marketing

Introducing a new era of communications planning. Built as a consultancy practice with a leadership team consisting of the best there is in the industry across media planning, data and insights, strategy, digital and creative content. Providing expert knowledge and experience across industries, we put consumers at the heart of our planning and are focused on client business growth. We are spirited, ambitious and agile. We are Radix.

RAPP Middle East Founded: 2014 Head of company: Colin Talbot, associate managing director Colin.talbot@rapp.com RAPP Middle East is where creativity and empathy meet data and tech to drive value for both brands and consumers. In today’s world we know people’s needs and wants evolve almost daily. We believe big ideas can thrive in complex, datadriven ecosystems and still touch people’s hearts and minds. KEY CLIENTS: MetLife, Upfield, Kellogg’s, MG Motor, BMW, Emirates Group SERVICES: Brand, digital and social strategy; social media content creation; creative; CRM; integrated digital communications.

LEADE R SHIP PANE L

Type of agency: Media, performance & marketing consultancy Founded: 2000

Tony Wazen

CEO, Publicis Media ME

Joyce Hallak

Chief Strategy Officer, Publicis Media ME

Number of staff: 155 MENA Head of agency: Ramez Zeineddine, CEO, Starcom ME Email: ramez.zeineddine@starcomww.com Phone: +971 4 367 6400 Social Handles: IG: @starcom_mena, LinkedIn: StarcomMENA Website: www.starcomww.com

Rayan Hajjar

Elie Milan

Chief Investment Officer, Publicis Media ME

Chief Performance Officer, Publicis Media ME

Ramez Zeineddine

Donnacha Kinsella

Services: Digital & performance marketing solutions, data, CX, CI, Media planning/ buying, measurement, content solutions Key Clients: NEOM, P&G, Samsung, McDonald’s, Visa, Stellantis, Puig Tech Partners: Epsilon, Microsoft, Sales force, Google, META, TikTok, Amazon Awards: Effies, Dubai Lynx, Campaign Agency of the Year, Athar Festival of Creativity With more than 7,000 employees worldwide and an unmatched global footprint, Starcom provides Human Experiences at scale, offering a seamless coordination and consistency to clients around the world. We put people at the forefront of everything that we do. Through our propriety HX approach, we design Human Experiences that close the gap between what people want and what brands need to grow & thrive. We believe that we combine our deep understanding of people with our unmatched expertise in media, magic happens and experiences get invited in, not filtered out.

CEO, Starcom ME

Ahd Talaat

Head of Starcom, Egypt

Head of Starcom, KSA

Amir Antoun

Head of Starcom, Levant and Iraq

DIGITAL AGENCIES

January 29 , 2024

Raw

Reach MENA

Founded: 2014 Headquartered: Dubai www.raw.agency +971 4 334 1140 hello@raw.agency

Founded: 2010 Head of company: Mazen Hallaway, CEO and founder reachmena.com info@reachmena.com

RAW comprises a team of digital natives who take ordinary briefs and deliver extraordinary outcomes by bringing innovative flair to every project. We cover all aspects of the fast-paced digital world to offer comprehensive and strategic solutions and utilise them within a plethora of platforms ranging from social to mobile, and everything in between.

Reach MENA specialises in providing a premium brand advertising portfolio for local and international clients. We offer digital advertis ing and premium display solutions covering popular lifestyle verticals, smart TV advertising, native advertising and data-driven travel advertising.

SERVICES: Travel Audience by Amadeus; Emirati Audience; LG Smart TV

SERVICES: Social media marketing; social media monitoring; website design and development; e-commerce brand establishment and activation; digital media buying; programmatic campaigns KEY CLIENTS: Arabian Automobiles Company, Dubai South, Dubai Land Department, Dubai Judicial Institute, Wasl Group

RBBi (Red Blue Blur Ideas) RTB House Founded: 2012 CEO: Robert Dyczkowski HQ: Warsaw, Poland natasha.dsouza@rtbhouse.com RTB House is a global company that provides state-of-the-art marketing technologies for top brands and agencies worldwide. Its proprietary ad buying engine is the first in the world to be powered entirely by Deep Learning algorithms, enabling advertisers to generate outstanding results and reach their goals at every stage of the funnel.

SERVICES: Personalised retargeting, personalised video advertising, branding, in app targeting, gaming

Founded: 2011 Heads of company: Amol Kadam & Devesh Mistry (co-founders) info@rbbideas.com RBBi (Red Blue Blur Ideas) is the only UX-led digital solutions provider in the region to combine an in-house usability lab together with research, design, SEO and digital analytics specialisations. Partner with us for research, testing, design, SEO or analytics and work with some the best international and local talent here in the region.

KEY CLIENTS: RTA, Tecom, Al Futtaim Automotive, TRA, DHA, MAF, Dubai Municipality, Jazeera Airways, ADNIC

SERVICES: UX/UI; usability testing; research; SEO; analytics

Founded: 2016 Head of company: Sarju Mathew - CEO Headquartered: Dubai, UAE No of staff: 20+ sustainablemindz.net +971 529063824 Info@sustainablemindz.com Sustainable Mindz Media Services is a team of experienced professionals committed to crafting personalised and innovative communication strategies that truly make a difference in the Middle East market. We work closely with our clients to understand their goals, target audience and brand identity, resulting in campaigns that leave a lasting impression. We are not just another digital advertising agency in the UAE – we are trailblazers. We have collaborated with top brands in the region and played a pivotal role in their business success by engaging the right audience and tailoring our services to their specific needs and preferences. From web and e-commerce marketing to events, influencers and email marketing, we have the expertise to cover it all. We transcend the generic, one-size-fits-all approach and deliver campaigns that resonate with your target audience, generating real results. Experience the difference of personalised, creative, and effective advertising. Sustainable Mindz. Your pathway to marketing success

LEADERSHIP PANEL

Sarju Mathew CEO

Santhosh Kuyilthodi COO

SERVICES: Media planning and buying; SEO, SEM and PPC; programmatic and network advertising solutions; creative; social media advertising; web design and analytics KEY CLIENTS: Shapoorji Pallonji, Pappaya Education, GECO, Ajeen, PizzaExpress, MEPTEQ, A-map, GAC Motors, Famous 5, Diva Laundry, Laundrybox

Binu Mathew

Planning and Strategy

Nayana Rahul

Head of Client Accounts

DIGITAL AGENCIES

January 29, 2024

Science & Sunshine

Socialize

Founded: 2016 CEO: Nadine Ghossoub hello@sciencesunshine.com sciencesunshine.com

Founded: 2010 Head of Company: Akanksha Goel www.socializeagency.com +971 4 368 9277

Science & Sunshine is a story-driven, fearlessly creative advertising agency that smells wonderful. We believe passionately in the power of brands, and that all good selling is good story-telling. Our philosophy is ‘always never be boring’, and we try to inject that into our creative product every day.

We are the region›s largest socially led creative agency with an integrated offering across creative, media and tech. We help forward-thinking brands connect culture to commerce. Socialize became part of the We Are Social Group in 2018, giving us the largest geographical footprint of any socially -led agency in the game.

SERVICES: Integrated advertising, social and digital strategy and analytics, content planning, content creation

SERVICES: Social editorial creation & management; strategy; research & insights; performance digital media buying & optimisation; video production; sound creation & production; influencer & content creator collaborations; creative technology & website development; Tik Tok advertising

KEY CLIENTS: Netflix MENA, Peugeot Middle East, Virgin Mobile UAE

KEY CLIENTS: adidas, Sony, Switz Arabia, Expo 2020, Riot Games, Azadea, Mediclinic

Starfish Agency Founded: 2017 Head of company: Amer Massimi, www.starfish.agency +971 4 457 8678 Info@starfish.agency Starfish is a leading micro-influencers agency in the GCC region that runs creative influencer marketing campaigns for the region’s biggest brands. Starfish operates an app with over 10,000 influencers from the region. We launch influencers campaigns at scale, given our solid relationships with most of the influencers around GCC countries. Our influencers database has the attributes client look for: relevance, reach & trust.

Serviceplan Group Middle East Founded: 2010 Head of company: Akhilesh Bagri serviceplan-dubai@house-of-communication.com https://www.house-of-communication.com/int/en.html Serviceplan Group ME is an integral part of Europe’s largest independent advertising agency group. As part of Serviceplan Group, it ensures clients receive comprehensive, integrated solutions across agency brands, including Serviceplan, Serviceplan Arabia, Mediaplus and House of Gaming.

SERVICES: Influencer marketing; influencer strategy; content creation; influencer analytics; reporting

SERVICES: Fully integrated 360-approach, digital and performance, social media, tech-led activations, e-sports and gaming

KEY CLIENTS: Samsung, Ralph Lauren, Molten Brown, Maxfashion, Wunderman Thompson

KEY CLIENTS: DCT Abu Dhabi, BMW Group, Abdul Latif Jameel Group, Talabat, Bayut and Dubizzle Group

Founded: 2001 Holding group: Middle East Communication Network (MCN) / Interpublic Group (IPG) Head of company: Joe Nicolas, CEO, UM MENAT Number of staff: 460+ +971 4 445 4545 www.umww.com/locations/dubai UM is part of Mediabrands, the number one media agency group in the region as per RECMA. At UM, we believe in balancing the now and the next to futureproof our clients’ brands and businesses. We’re a media agency fuelled by creativity and innovation, to give our clients a competitive edge in the marketplace.

LEADERSHIP PANEL

Joe Nicolas

James Dutton

CEO, MENAT

Regional Director & Head of Product

Maria Poulton

Mohammad Mannaa

SERVICES: Consulting; content marketing; data; digital marketing, holistic analytics; influencer management; media buying; media planning; mobile marketing; performance marketing; programmatic; research; search; social; technology solutions KEY CLIENTS: stc, Emirates, Nespresso, Dyson, Boeing, General Mills, Al Shaya Group, FAB, Hershey’s, Kenvue, McDonald’s, RAK Bank, Sony, Talabat, Vimto, American Garden, Honeywell, Mattel, Supreme Committee for Delivery & Legacy, Orange Egypt, Manga, Byblos Bank, Qatar Foundation, Getir, Hayat, İşbank, Givaudan, Qatar Islamic Bank, MediaMarkt, Dubai Duty Free, ExxonMobil, Palm Hills Development, Qatar Football Association, Vodafone Qatar, Diriyah Season, Al Safi Danone, Dubai Health AWARDS: #1 Media Agency in the MENA region for 6 years in a row and 2nd highest score globally as per RECMA in 2021; Campaign ME AOTY Awards 2023 - Media Agency of the Year; Effie MENA 2022 (3 Bronze); MMA Smarties Awards 2022 (Agency of the year, 6 Gold, 10 Silver, 5 Bronze); MMA Smarties Awards 2021 (Agency of the year, 10 Gold, 6 Silver, 5 Bronze); Effie MENA 2021 (3 Gold, 3 Silver, 3 Bronze); MENA Search Awards 2020 (2 Gold); MENA Digital Awards 2019 (3 Gold); MMA Smarties Awards 2019 (Agency of the Year, 12 Awards)

Managing Director, UAE

Hanan Tabsh

Managing Director, Lower Gulf

Managing Director, KSA

Rasha Karim

Managing Director, Egypt

DIGITAL AGENCIES

January 29 , 2024

Tactical

The Tribe

Founded: 2013 Head of company: Mike Khouri, managing director hello@wearetactical.com

Founded: 2006 Head of company: Robert Mitchell, CEO Headquartered: Dubai business@thetribe.com www.thetribe.com

Tactical is a social-first creative agency that delivers bold mobile experiences, driving global brands to the intersection of innovation and culture. We’re here to build a legacy and be the changemaker of how agencies operate. We offer a full-service approach, closing the loop between strategy, content, distribution and intelligence. KEY CLIENTS: Spotify, Amazon, Etihad Airways, Jumeriah SERVICES: Strategy, content, distribution, intelligence

Team Red Dot Founded: 2010 Head of company: Raksha Khimji info@teamreddot.com teamreddot.com A full-service advertising agency specialising in ad tech solutions, we guarantee campaign amplification through real-time reporting and detailed analysis to maximise reach while optimising budgets. Our regional insights and diverse client portfolio have helped us build an extensive web of media expertise. SERVICES: Data analysis and consumer research; AI-driven ad tech; mobile marketing; SEM, SEO and app store optimisation; performance marketing KEY CLIENTS: Etihad Airways, Jashanmal Group, Marmum Dairy, CFI, Abu Dhabi Coop, Tata Group, Bavaria, Anantara Hotels & Resorts, Avani Hotels, Middlesex University, Al Barari, Savills, Emami Group, Redington Gulf, IFFCO, IHG Group Saudi Arabia, Caesar’s Bluewaters Island, Fairmont Riyadh, W Residences, Four Seasons Hotels and Resorts, Creative Zone, Sharjah Media City (Shams), The Pet Shop, Tilda Rice, Barry Callebaut

Embark on a digital journey with our Tribe of experts specialising in Digital Transformation. We harness strategic thinking, creativity, and advanced tech to craft compelling digital experiences. Partner and innovate with us and let›s make great work together. This is our Tribe. Better Work. Nicer People. KEY CLIENTS: Abu Dhabi Arabic Language Centre, ACWA Power, Al Masaood, DCT Abu Dhabi. Environment Agency – Abu Dhabi SERVICES: Web UX/UI and build, content creation, digital marketing, social media, search

Ubrik Media Founded: 2009 Head of company: Monash Unny Headquartered: Dubai Monash.unny@ubrik.com; Sarfaraz@ubrik.com We are a digital marketing agency in Dubai. We help businesses improve their marketing and sales through leveraging media, social media, web design and content marketing. That being said, we have expertise in digital media planning and buying, social media management, content marketing and inbound marketing for large B2B companies in the region, and we have been doing it for almost a decade. SERVICES: Demand generation, digital media, content and inbound marketing, sales and marketing automation, marketing strategy and website development

Regional lead: Marc Ghosn HQ: Dubai (MENA) and London (Global) Number of staff: 150 www.wavemakerglobal.com +971 4 450 7300 dubai@wmglobal.com Wavemaker is a top-five global media network and is part of GroupM, the world’s largest advertising media company. Wavemaker’s roster of products and services has been built with a single aim – to positively provoke growth for clients and our people through our new operation system consisting of three speeds of growth. As part of GroupM and WPP, we are continually developing our offer to deliver growth in a fastchanging consumer world. Many of our most progressive capabilities are core to clients, including e-commerce, content and precision marketing. Our leading global consultancy has experts to solve any communications challenge, from go-to-market e-commerce strategy to digital transformation.

LEADERSHIP PANEL

Marc Ghosn

Regional Managing Director

Julien Trad

Head of Client Servicing

SERVICES: AI, AR, attribution modelling, audience data, automation, client growth and development, communication strategy, consultancy, consumer insight, consumer research, content, CRM, data and analytics, e-commerce, econometric modelling, effectiveness and ROI, experiential, influencer relations, insight and communication strategy, inventory solutions, market and audience analytics, precision marketing, product development, production, programmatic, search, SEM, SEO, social media strategy, technology KEY CLIENTS: Colgate, Darwish Holding, DiDi, Dubai Islamic Bank, Edita, Ford, Friesland Campina, GIG, Honor, Huawei, L’Oréal, MDLBEAST, Nestlé, Netflix, Perfetti Van Melle, RTA, Total, Yahsat

Marie Abiad

Head of Strategy

Rana Zeidan

Regional Business Director

DIGITAL AGENCIES

January 29, 2024

Founded: 2014 Headquartered: Dubai Head of company: Fadi Nakhle Number of staff: 72 04 425 5944 Hello@youexperience.net www.youexperience.net

LEADERSHIP PANEL

Martino O’Brien YouExperience is an independent communication agency that has an unapologetic drive to move at the speed of culture and save the world from boring communication. 10 years and counting, what makes us different is our ability to create brave strategies and creative solutions that look, feel, and hit different. Hello, we are strategists, creatives, geeks and technologists that are on a mission to #DoUnboring.

Vijay Simon

Creative Director & Partner

Chief Innovation Officer & Partner

Maria Akmaji

Sachin Mendonca

SERVICES: Transformational brand strategies, integrated campaigns, digital storytelling, brand activations, shopper marketing and social media management. KEY CLIENTS: Procter & Gamble, Mondelez, Savola, Clorox, Basamh Group AWARDS: SMARTIES 2022 MENA: Gold - Instant Impact for Flake, Silver - XR Technology for Flake, Silver - Creator/Influencer Marketing for Flake, Bronze Experimental/Innovation Technology for Flake

Client Services Director

Chief Strategy Officer

INDUSTRY SNAPSHOT

FADI NAKHLE Managing Director and Partner, YouExperience

HOW DID THE DIGITAL ECOSYSTEM CHANGE LAST YEAR?

While becoming a part of the community is every social media company’s dream, last year put that whole thing on steroids. The audience sent a clear message: their attention was not for sale anymore. Galvanized by real-time events that unfolded on the world stage, they demanded what they want to talk about and why. Influencers had to change their material; brands had to pause their content calendars. There’s a new kid in digital town: the community.

WHAT WORK ARE YOU MOST PROUD OF FROM LAST YEAR?

Bleach. You read that right, bleach. So why am I proud of it? We put the ‘Unboring’ spin on a mundane category, with ‘I didn’t know Clorox can do that’. We knew we had to be brave because with Gen Z on social you’re not competing with another bleach, but with Joe Rogen and Elon Musk chatting with stand-up comedians, with gorillas dancing to Flash Dance. ‘Unboring’ is the only way to stop the thumb.

WHAT CAN BRANDS DO DIFFERENTLY TO ACCELERATE THEIR DIGITAL STRATEGY?

Brands were once encouraged to be consumer centric. Now they have to be community centric. The audience is the alpha in the room, and they’ve activated their BS radar. They decide which brands make it into their

communities. Brands can get an entry-pass by sharing beliefs, un-boring storytelling, and becoming authentic personas. Big brands better pivot fast or they’ll miss the bus - the one that the audience is driving.

WHAT ARE THE BIGGEST OPPORTUNITIES BRANDS CAN GEAR UP FOR THIS YEAR? The biggest opportunities are often hidden in the biggest threats. A seismic transformation is underway: the audience are dictating how brands and influencers ‘behave’ on the digital square. Brands have an opportunity to move from just manufacturing products to ‘manufacturing movements’; adopt a proactive strategy to align brand purposes with community beliefs. But, of course, this is not a change of costume, it’s a change of conviction. You can’t become a priest overnight.

WHAT DIGITAL NEW YEAR’S RESOLUTION SHOULD PEOPLE MAKE THIS YEAR?

Don’t let history repeat itself. A decade and a half ago, a swathe of people missed the social media bus. Now there’s a new bus - or rocket ship if you will - in town: AI. Don’t miss it. Make 2024 the year to embrace AI’s transformative power. Recognise it as the new electricity and actively integrate it into your professional life, if not, even in your hobbies. Just become familiar with AI in any way you can, it’s a sure-fire way to stay ahead of the curve.

DIGITAL AGENCIES

January 29 , 2024

Warriors Truly Fearless

Wetpaint Creative Digital Solutions

Founded: 2023 Headquartered: Riyadh Heads of company: Walid Soueidi & Fadi Saad www.warriorstrulyfearless.com info@warriorstrulyfearless.com

Founded: 2007 Offices: Dubai (HQ), Beirut, Jeddah and Riyadh. Chairman: Roger Sahyoun General Manager: Joy Sahyoun info@wetpaint-media.com www.wetpaint-mena.com +971 4 453 7711

Warriors Truly Fearless is an independent advertising agency dedicated to delivering bold and creative, innovative, smart, and efficient solutions. The Warriors specialise in accelerating brands and businesses’ performances through intelligence, planning, and foresight. SERVICES: Digital marketing and communications; digital brand activation; campaign creation; brand and marketing consultancy; brand planning; integrated marketing; corporate communications; content marketing; social; PR; corporate identity & branding; media.

Watermelon Communications Founded: 2001 Head of Company: Madhu Kuttat info@watermelonme.com Our digital experts with proven track records offer services to clients and develop overall digital brand and marketing strategies that are in sync with their communication objectives.

SERVICES: Digital marketing; social media marketing; web/app design and development; content creation; digital video production KEY CLIENTS: Bosch, Siemens, GAWAMEN, Hasbro, Hershey’s, IFFCO, Langnese, SAMACO, Yamaha Motors, Hansaplast, Houri Hearing

Yellow Branding Consultancy Founded: 2017 Head of company: Mamta Varerkar hello@welcometoyellow.com Yellow is a brand management consultancy based in Dubai Design District, which creates, revitalises and manages brands to drive growth and business change. Yellow is a boutique agency that has successfully launched new, innovative brands such as Cafu, and has worked with legacy brands including Barakat and Pan Emirates to revitalise them.

SERVICES: Digital strategy and marketing; mobile network advertising; social media advertising; programmatic advertising; SEO, SEM and Google Display Networks

SERVICES: Brand strategy and identity development; communication strategy; advertising campaigns; digital creative campaigns; social media services

KEY CLIENTS: Ambassador School, Logicom, Royal Brunei Airlines, Transfast

KEY CLIENTS: Cafu, Pan Emirates, Beema, Mitsubishi Motors Middle East and Africa, Luma

L E A D E R S H I P PA N E L

Type of agency: Media Founded: 2005 Number of staff: 250+ Head of agency: Firas El Zein, CEO, Zenith ME

Tony Wazen

CEO, Publicis Media ME

Joyce Hallak

Chief Strategy Officer, Publicis Media ME

Email: firas.elzein@zenithmedia.com Phone: +971 4 367 6309 Social Handles: IG: @zenith_mena Website: www.zenithmedia.com Services: Digital & Performance Marketing solutions, Data, CX, CI, Media Planning & Buying, Measurement

Rayan Hajjar

Chief Investment Officer, Publicis Media ME

Elie Milan

Chief Performance Officer, Publicis Media ME

Key Clients: BMW ME, Nestle MENA, Disney, Bel MENA, Red Bull, Essity, Philip Morris International, Western Union, Reckitt, TikTok, Luxottica, Saudia Airlines, Royal Commission of AlUla, Bank Muscat, Oman Tel, Ooredoo, Pfizer, Meethaq Islamic Banking, Red Bull Mobile Tech Partners: Epsilon, Microsoft, Salesforce, Google, META, TikTok, Amazon, Adobe, Snap Awards: MENA Effie, Dubai Lynx, Festival of Media, MENA Digital Award, Campaign Agency of the Year Zenith is the ROI agency, a position we have proudly held true to since 2005. Over the years, we have evolved our definition of ROI, as it has changed with the ever-complicated communications landscape. Powered by our best-in-class proprietary tools and data, our work spans the full spectrum of media communications, from analytics, data & technology to performance marketing, content and superior trading. Our unique way of thinking inspires growth for leading brands across the region and globally. Zenith is a part of Publicis Media, the media division of Publicis Groupe.

Firas El Zein

Nael Halabi

CEO, Zenith ME

Head of Zenith, KSA & Kuwait

Ibrahim Kalash

Hedi Hemaya

Head of Zenith, Oman

Head of Zenith, Egypt

AD TECH

January 29, 2024

AD TECH GUIDE Adludio AdColony Founded: 2008 Headquartered: Los Angeles, Istanbul and Singapore www.adcolony.com +971 4 405 4100 warrick.billingham@adcolony.com AdColony is the premier in-app marketplace for brands and agencies to reach consumers on the most intimate screen in their lives with 100 per cent measurable, transparent and brand-safe inventory and industry-leading viewability. SERVICES: Thanks to our award-winning Aurora HD Video, Aurora HD Playables, and Instant-Play HD Video technologies, coupled with support for IAB standards for video and display, AdColony offers the most flexible and most effective campaign options in the industry

Adform Founded: 2002 Headquarted: Copenhagen hassan.modan@adform.com Adform is the only global, independent and fully integrated advertising platform built for modern marketing. Its unique enterprise technology – Adform FLOW – harnesses superior user experience and a scalable, modular and open architecture to enable seamless management of the whole campaign lifecycle. It provides clients with enhanced control and transparency across their advertising operations, including ownership of all data from their campaigns. SERVICES: DSP, Ad Server, DMP, DCO Pro, SSP KEY CLIENTS: Vodafone, Ikea, BMW, Coty, H&M

Founded: 2012 Headquartered: London +971 4 425 3300 Adludio is a global, independent creative tech trading desk that specialises in delivering excellent ROI on mobile by marrying brilliant creative, optimised with real-time data and media decisioning. Uniquely, Adludio has more than five years of creative data intelligence, giving them deep insights into how consumers engage with ads. They use that accumulated data and knowledge, in tandem with their proprietary tech and algorithms to design, build and then deliver a premium, creative first, ad experience. Adludio campaigns are delivered on a CPE (cost per engagement) model. SERVICES: Rich media sensory mobile advertising; data-driven marketing; brand impact optimization. MENA PARTNER: The TechVantage

Admitad Partner Network Founded: 2009 Head of company: Alexander Bachmann Headquartered: Germany www.admitad.com +971554758279 a.rudyuk@admitad.com Admitad is a partner marketing platform that provides a suite of hi-tech solutions for advertisers, publishers and influencers of all sizes to help them grow their businesses globally with strategic partnerships. SERVICES: Partner Marketing, CPA, Performance Marketing, Content Monetization, Media Buying Services KEY CLIENTS: Huawei, Lenovo, Adobe, Booking.com, Radisson, Nike, adidas and many more MENA PARTNERS: Tabby, Tamara, Merit Incentive, Skywards, AirArabia, Alfan, Al Tayer Group, Alshaya Group, Emirates etc.

AD TECH

January 29, 2024

Founded: 2020 Head of company: Srikanth Rayaprolu +971 4 261 6233 Marketing@adscholars.com www.adscholars.com

ADscholars

Passion For Innovation

Ad Scholars stands at the forefront of digital ad-tech innovation, renowned for its award-winning Creative Studio Products that specialise in rich media gamification. As a trailblazer in the industry, we represent leading global Ad Tech partners, bringing their expertise to the local market. Our diverse offerings encompass a wide array of solutions including Gaming Ad-Inventory, an exclusive Kids & Parents Network, a comprehensive Global Marketplace, and the robust Ad Scholars Performance Network. Our approach is deeply collaborative, as we forge strong partnerships with the top Media Agencies and Advertisers. We provide a holistic suite of solutions tailored to the dynamic needs of the digital advertising landscape. Through our initiatives, we ensure that brand communication is not only effective but also resonates deeply with audiences, keeping pace with the ever-changing market demands.

LEADERSHIP PANEL

Srikanth Rayaprolu

Satheesh Kumar

Soumyajit Mukherjee

Meenal Madishetty

CEO & Founder

SERVICES: Ad Scholars Creative Studio, Ad Scholars Kids & Parents Network, Ad Scholars Gaming Inventory, Ad Scholars Global Marketplace, Ad Scholar Performance Network

Managing Director GCC & APAC

KEY CLIENTS: MCN, OMG, Havas Media, Group M & Media Plus AWARDS: Mobexx 2023: Gold award for Mobile Advertising Excellence in Rich Media Mobexx 2023: Silver award for Mobile Advertising Excellence in Games MMA MENA: Bronze award for Impact Media: Gaming, Gamification & E-Sports MMA MENA: Bronze award for Creative: User Experience (UX) Design

Head of Account Management

Head of Operations

INDUSTRY SNAPSHOT

SRIKANTH RAYAPROLU CEO & Founder of Ad Scholars

HOW DID THE DIGITAL ECOSYSTEM CHANGE LAST YEAR? In 2023, we saw significant changes in digital advertising. Retail media networks harnessed first-party data, increasing complexity in audience targeting and measurement. Clean rooms and heterogeneous IDs emerged to manage network connections and unify identities. Additionally, Gen Zs and Millennials’ engagement evolved, blending TV, gaming, and user-generated content into more immersive experiences. This shift demanded media companies adapt to these diverse formats for effective engagement.

WHAT WORK ARE YOU MOST PROUD OF FROM LAST YEAR?

Ad Scholars’ crowning achievement in 2023 was our Ad Scholars Creative Studio. We won two MMA Smarties Bronze awards for our ‘Jack Ryan’ project, excelling in Gamification and

Creative UX designs. Our Citadel Overlay and ‘Die Hart’ gamification projects showcased our ability to merge creativity with technology in digital advertising.

WHAT CAN BRANDS DO DIFFERENTLY TO ACCELERATE THEIR DIGITAL STRATEGY?

To advance their digital strategy, brands need to prepare for the post-third-party cookie era by developing their own data collection methods. They should integrate with major DMPs and CDPs, leverage AI, explore OTT media, Audio Ads, and Gaming Inventory, and create engaging ads using CGI. This diverse approach will foster personalised and impactful consumer connections.

WHAT ARE THE BIGGEST OPPORTUNITIES BRANDS CAN GEAR UP FOR THIS YEAR?

Brands should focus on AI platforms for campaign analysis, covering content creation, audience strategy and budget allocation. Early adoption of AI in digital strategies offers a significant advantage, as AI’s influence in the digital sphere is set to grow.

WHAT DIGITAL NEW YEAR’S RESOLUTION SHOULD PEOPLE MAKE THIS YEAR? Brands should prioritise sustainability, employing Green CPM and energy-efficient

solutions in digital and OOH advertising. Shifting focus from traditional metrics to audience engagement and ad recall value will offer deeper insights. Embracing AI, CGI, and emerging platforms like gaming and the Metaverse is key for innovative and interactive customer experiences.

AD TECH

January 29, 2024

ArabyAds

Criteo

Founded: 2013 +971 50 659 5787 info@arabyads.com

Founded: 2005 Headquartered: Paris, France Head of company: Gosia Wajchert - Managing Director g.wajchert@criteo.com

SERVICES: New user acquisition and conversion, user retention, user monetisation, social commerce, influencer marketing, OEM-based app marketing, programmatic marketing KEY CLIENTS: Max Fashion, Bath & Body Works, Vogacloset , Abdul Samad Al Qurashi, Bloomingdale›s , Mamas & Papas , Gap , H&M , American Eagle , The Body Shop , 6thStreet , Modanisa , Mumzworld , Riva Fashion

Criteo is the global commerce media company that enables marketers and media owners to drive better commerce outcomes. SERVICES: Retail media monetisation ( SSP + DSP solutions ); full-funnel commerce media DSP

PARTNERS: Oracle, Huawei Ads

KEY CLIENTS: XM.com; Floward; Carrefour; Namshi; Landmark; Sephora; Ounass; Farfetch; Net-a-porter; Booking.com.

Artefact

Deloitte Digital

Founded: 1998 Heads of company: Guillaume de Roquemaurel & Vincent Luciani (Global), Rahul Arya (MENA) hello-mena@artefact.com

Founded: 2019 Headquartered: UAE (D.studio) shsawar@deloitte.com

Artefact is a next-generation data services provider, specialised in data consulting and data-driven digital marketing. KEY CLIENTS: Nakheel, Dubai Tourism, Samsung, Dubai World Trade Center, DAMAC, Ooredoo SERVICES: Data Consulting, Digital Marketing Activation, Data Marketing Strategy, Adtech/Martech Consulting

AstraLab Founded: 2018 Headquartered: Germany +971 4 425 3300 AstraLab is an in-image contextual advertising solution powered by AI to analyse and process more than 5,000 attributes in real time to determine if brands associate with the editorial text and images in a meaningful and relevant environment before serving the ad. We deliver our expertise and technology to more than 200 advertisers across sic markets (Germany, Russia, Estonia, Poland, UK, Middle East). SERVICES: Contextual advertising solution MENA PARTNER: The TechVantage

Audience Collective Middle East

Deloitte Digital supports clients in making a connection with the future to develop new solutions, new strategies, and new partnerships – to unlock a new type of growth that is sustainable, yet abundant. SERVICES: Develop strategies for new growth, build customer engagement from lead to loyalty, architect the business to work for real people, define brand purpose and take the lead on ESG, one-stop shop for creativity and technology to create better business futures. MENA PARTNERS: Adobe, Salesforce, SAP, Oracle, Google, Meta, AWS, Informatica, and ServiceNOW

Division Founded: 2022 Head of company: Nabil Moutran Headquartered: Dubai, UAE dan.moore@division.ae www.division.ae Division, launched in 2022, is a digital marketplace platform for gamers to connect with brands for collaboration opportunities. Gamers link their social profiles and streaming platforms and make themselves available for brands to identify and select them for content opportunities. SERVICES: Connection with content creators, campaign activation, campaign management, campaign analytics MENA PARTNERS: Agencies, brands, esports teams, gamers, events, tournaments KEY CLIENTS: Brands across all sectors

Headquartered: Dubai masters@thisisaudience.me We support clients with all their marketing needs with experts specialising in branding, social media, SEO, media buying, research, web and analytics.

DoubleVerify

KEY CLIENTS: Al Ain Farms, Mohammed Bin Zayed University of Artificial Intelligence and Rochester Institute of Technology

Founded: 2008 Regional Lead: Daniel White, Regional Director, MENAT daniel.white@doubleverify.com

SERVICES: Branding, social media, SEO and content, media buying, analytics

Crimtan Founded: 2009 Head of company: Paul Goad, CEO Head of MENA region: Phillipe Khouri phil.khouri@crimtan.com Crimtan are the global experts in total lifecycle marketing for programmatic. SERVICES: Programmatic advertising across all channels, dynamic creative optimisation, cookie-less solution

DoubleVerify is a leading software platform for digital media measurement and analytics. Our mission is to make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media. PARTNERS: Meta, The Trade Desk, Amazon, Instagram, Facebook, YouTube, Snapchat, TikTok, X, Innovid, SpotX, Teads, Reddit, AppNexus, AdForm, Sizmek, Innovid, SpotX, InMobi, Xandr, Yahoo SERVICES: Authenticates media quality and powers performance. Offers comprehensive coverage across pre and post-bid, verification and performance, desktop display and video, mobile web and mobile app display and video, social and CTV. KEY CLIENTS: Unilever, Amazon, Apple, Amazon, Kraft Heinz, Mondelez, Colgate-Palmolive, Dell

AD TECH

January 29, 2024

Dynadmic

Hawkeye

Founded: 2012 celine@dynadmic.com www.dynadmic.com +971 54 532 0330

Founded: 2019 Head of company: Ali Asgar Mir ashfaque@hawkeyetube.com +971 4 4475760

PARTNERS: MOAT, IAS, Youtube, Nielsen, Comscore, DV360, Campaign manager

Hawkeye is the first real-time interactive video technology platform in the MENA region that helps brands generate higher levels of engagement than the regular video banners. HawkEye’s interactive features allow content creators to produce compelling videos that can be made more relevant and informative.

SERVICES: Video ads; off-social story ads; contextual targeting (first-party data); keyword precision targeting; targeting in 28 different languages available (including Arabic, Hindi, Hebrew and Russian) in 100+ countries; brand safety; fraud protection; share of voice studies KEY CLIENTS: Unilever, McDonald’s, Mercedes, Etisalat, Chanel, LG, Philips, Emirates, saudi telecom, Atlantis, Sofitel, Dubai Property, Volkswagen, Sanofi, Visa, Huawei, Sony, Samsung

Facelift Headquartered: Hamburg, with offices in Paris, London, Dubai www.facelift-bbt.com/en +971 4 551 5746 et@facelift-bbt.com Facelift Cloud is an all-in-one social media marketing and management suite. Official Instagram and Facebook marketing partner, WhatsApp business solutions provider. Works to enhance social customer experience. SERVICES: SaaS social media marketing and management suite, tech solutions for enhancing Instagram stories and AMPs, social listening and monitoring, UGC-management, influencer marketing, employee advocacy KEY CLIENTS: Avaya, Chalhoub, Etisalat, KIKO, Lulu Hypermarkets, Magrabi, SkyNews, QA

SERVICES: Interactive video conversions and platform providers for preroll, mid-roll, interactive mobile ads, interactive video banners, real-time insightsdashboard, adtech, real-time quiz for activations

Iconiction Founded: 2014 CEO: Sebastien Marteau +971 55 239 1608 Sebastien.marteau@iconiction.com Iconiction has secured various strategic partnerships (du, Careem, Huawei) to bring unique advertising platforms to MENA (SMS marketing, wi-fi advertising, app downloads, sampling). Active in shopper marketing and mobile advertising, we can also target international traveller audiences (such as the Chinese) and launch mobile coupons (Apple Wallet/Google Pay). SERVICES: Chinese mobile advertising; taxi screen advertising (Careem, RTA Dubai Airport) and sample distribution (Careem); du advertising platforms (SMS marketing and wi-fi UAE), wi-fi advertising (4- and 5-star luxury hotels globally); Huawei and Samsung app downloads

LEADERSHIP PANEL

Founded: 1969 Head of company: Elliott Clayton, Managing Director, International Sales, Epsilon Number of staff: 9,320 ww.epsilon.com/emea 971 4 818 9593 Rajesh.verma@epsilon.com Epsilon is a global advertising and marketing technology company positioned at the center of Publicis Groupe. We connect advertisers with consumers to drive performance while respecting and protecting consumer privacy and client data. Epsilon accelerates clients’ ability to harness the power of their first-party data to enhance, activate and measure campaigns with confidence. We believe in an open, privacy-first advertising ecosystem. Over decades, we’ve built the industry’s most comprehensive identity graph to give brands, agencies, and publishers the ability to reach real consumers across all channels and the open web.

Elliott Clayton

Managing Director, International Sales, Epsilon

Saira Mehdi

Sales Director, Epsilon

Rajesh Verma

Business Development Director, Epsilon

Paul Wallis

Sales Director, Epsilon

KEY CLIENTS: Nestle, Stellantis, Louvre, Pizza Hut, Standard Chartered, House of Pops SERVICES: Audio-visual production, brand communication, consumer activation, corporate communications, creative advertising, digital and social strategy, social media, strategic planning AWARDS: IDC MarketScape for Worldwide Data Clean Room Technology for Advertising and Marketing Use Cases, IDC MarketScape for Worldwide Demand Side Platforms, Forrester Wave™ Loyalty Technology Solutions

Marwan Remman

Client Development Director, Epsilon

AD TECH

January 29, 2024

Inskin Media

IQ Data

Founded: 2009 Headquartered: London info@inskinmedia.com +44 203 301 9099 www.inskinmedia.com

Founded: 2016 Headquartered: Dubai www.iqdata.ai

SERVICES: Rich media; display; programmatic; data; premium environments

IQ Data provides location data-driven products and services for clients in the retail, education, automotive, ad tech and OOH sectors. IQ Data’s core product GeoPlace processes large datasets mapped across venues and points of interest to derive competitive industry intelligence, deeper understanding of customers for audience targeting and predictive analytics for critical business decisions. PRODUCTS: IQ GeoPlace (geo-location analytics and audience segmentation DMP); IQ Halo (geo-spatial data creation and validation technology); IQ Audiences(custom geo-behavioral audience segments); IQ Wi-Fi (wi-fi analytics)

Tapper Founded: 2023 Headquartered: Delaware USA nasser@tapper.ai + 971 55784 6294 Tapper automatically gets rid of fake clicks and traffic on all ad platform. It measures the performance of campaigns across platforms and automatically distribute traffic to increase conversions, all in one dashboard. KEY CLIENTS: Pana, Tasheel Finance, DIFC, GoDaddy, Elevate, Builder.ai, Stake, MAGNITT. SERVICES: PPC Protection from advertising fraud, campaign performance measurement, campaign optimization and link and QR code management.

LexisNexis Founded: 1970 Headquartered: The Netherlands www.lexisnexis.ae +971 4 560 1200 adam.hall@lexisnexis.com As part of LexisNexis Legal & Professional, we are the leading global provider of regulatory and business information and analytics that help professional customers make better decisions, increase productivity and serve clients better. Our leading products and services are used throughout the world and in virtually every industry and area of business. SERVICES: Media monitoring and analytics; due diligence and compliance; research databases; news media archives; social media monitoring and analytics

LEADERSHIP PANEL

Founded: 2014 HQ: Dubai, United Arab Emirates Head of company: Boye Balogun Number of staff: 50 info@thisisfuture.com +971 4 455 3067 thisisfuture.com

Boye Balogun

Puja Pannum

CEO, Futuretech Media

Managing Director, MENA

Itohan Izugbokwe

Zaheida Sayed

Futuretech is a tech-powered digital solutions business. We are always about the next wave and focused on creativity and innovation. We provide media, tech and content solutions to help brands and agencies accelerate in the ever-changing connected world. We are a business with a startup mentality fuelled by an endless entrepreneurial spirit. SERVICES: Digital marketing, digital advertising, digital consultancy, influencer marketing, and digital content KEY PARTNERS: WPP, OMG, MCN, Havas, Publicis, Dentsu Aegis, Omnicom Media Groups AWARDS: Mobile Marketing Association Smarties Award for Impact Media: Cross Platform - Digital only - South Africa (2021); Mobile Marketing Association Smarties Awards (9) - UAE (2020)

Country Director, Nigeria

COO, South Africa

AD TECH

January 29, 2024

mCanvas

Performena

Founded: 2015 Headquartered: India +971 4 425 3300

Founded: 2016 Head of company: Sachin Wawdhane Headquartered: Dubai sales@performena.com

mCanvas is a storytelling platform that helps brands emotionally connect with their audiences on mobile screens. Our innovate custom-built executions deliver user interaction and engagement creating memorable brand impact by etching phone sensors and device features into the brand narrative. mCanvas is creating ‘wow’ moments every day by reinventing formats, building tools and providing a marketplace to run these experiences at scale. SERVICES: Sensory rich media; storytelling; award-winning ad platform MENA PARTNER: The TechVantage

Performena is a full-service creative adtech Agency, armed with its proprietary in-house technology solutions that ensures desired returns on advertising spends for brands. SERVICES: Ad Tech Solutions, Brand Consulting, Marketing Strategy & Planning, Cross-channel Media Planning KEY CLIENTS: Microsoft, Hala, Emirates Draw, PIF, Amity University

Mediatronic

Petal Ads

Founded: 2016 Headquartered: Beirut www.mediatronic.net +961 1 813 414 +966 11 279 0700 info@mediatronic.net

Founded: 2018 (Petal Ads); 1987 (HUAWEI) Headquartered: Dubai (regional), Shenzhen (global) adsmea@huawei.com

Founded in 2016, Mediatronic is a technology-driven ad network, built around three key pillars: reach, technology and ROI. We’re focused on delivering performance surpassing market averages, whilst being the most equipped ad tech company for fraud detection, viewability and brand safety. SERVICES: Mobile advertising, video advertising, display advertising, performance marketing, programmatic solutions

Petal Ads is a leading adtech company, reaching over 4 billion daily ad requests and 360k publishers globally. With advanced data analytics and targeting options, Petal Ads provides untapped audience pools for businesses looking to succeed in mobile advertising. SERVICES: on-device marketing, DPA shopping ads, smart delivery, video tool in Venus KEY CLIENTS: Tiktok, Shein, Viu, Yalla Group, Snapchat, Emaar, Landmark Group, STC, ADCB, etc. MENA PARTNERS: Connect Ads, ArabyAds, MCN, Social Clinic, etc.

Founded: 2009 globally, 2016 in MEA Holding group: Biggie Group Headquartered: Paris Head of company: Yves-Michel Gabay, MD – MEA Number of staff: 160 globally, 10 FTE in MEA en.gamned.com +971 (0)4 442 7307 contactMEA@gamned.com; ym@gamned.com LEADERSHIP PANEL Gamned!, part of the Biggie Group, is a leader in programmatic media buying and expertly manages digital activations across all platforms. With advanced technology and human expertise, Gamned! ensures sustainable audience engagement through multi-DSP buying and tailored message customisation (DCO). Gamned! operates across Benelux, Brazil, France, Italy, MEA, and Switzerland. SERVICES: Digital media consultancy, digital media planning and buying across all platforms (programmatic display, social media platforms, specialised and audio platforms, connected TVs, DOOH, in-game, search, SEO, SEA, and drive to store), dynamic creative optimisation, brandlift surveys KEY CLIENTS: Al Tayer Group, Riot Games, Etoile Group, Napco, Tim Hortons

Yves-Michel Gabay

Managing Director – Gamned! MEA

AD TECH

January 29, 2024

PiWheel

SHAREit Group

Founded: 2019 Head of Company: Mazen Hallaway, CEO and founder info@piwheel.com www.piwheel.com

Founded: 2015 Headquartered: Singapore mediasales@ushareit.com www.ushareit.com +971 56 246 9520

PiWheel is an e-commerce intelligence and consultancy company based in Dubai. Our technology activates data, automates execution, and optimises e-commerce marketing performance for brands in UAE, Saudi, India and Australia. Our consultancy grants brands access to the highest level of e-commerce expertise to scale and convert more shoppers with improved content, advertising and operation.

SHAREit is one of the world’s largest online and offline advertising platforms that provides users with content streaming, gaming and file sharing service. SERVICES: Performance solutions, impact/awareness solutions in display and video advertising formats, retargeting and re-engagement solutions.

SERVICES: Strategy; content; operations

Simplifai Labs

Project Agora Founded: 2014 Headquartered: Dubai mea@projectagora.com SERVICES: Automated monetisation; yield optimisation; header bidding; outstream video; content discovery; brand safety and premium context; resultsbased media buying options; high-performing native advertising (content & video) formats MENA PARTNERS: Al-Khaleejiah, Argaam, Brandformance, Donia Al Watan, Gemini, Gulf News, Red Media, Regie Alfa Sal, Sarmady, Skynews Arabia

PubMatic Head of company: Rajeev Goel, CEO, PubMatic sadia.akhter@pubmatic.com PubMatic enables marketers to drive ROI and reach addressable audiences across ad formats and devices. SERVICES: Supply side platform, video advertising, mobile advertising, advertising monetisation programmatic KEY CLIENTS: WPP, Dentsu, Havas MENA PARTNERS: DMS, Arabyads, The National, ITP, Rotana, Gulf News

Seedtag Founded: 2014 Head of company in MENAT: Shahrazad Mansour HQ: Madrid and New York City Sherry@seedtag.com Seedtag is the leading contextual advertising company that creates highly impactful and engaging solutions for relevant premium visual content, powering targeting and returns for top publishers and the finest brands. The company’s contextual A.I. allows brands to engage with consumers within their universe of interest on a cookie-free basis.

Sense-R Headquartered: Dubai sense-r.com info@sense-r.com +971 4 277 8522 We provide ready-to-activate and custom-built virtual and augmented reality solutions for product launches, conferences and exhibitions, entertainment, CSR, job training and health and safety. SERVICES: Virtual reality; augmented reality; mixed reality; 360-degree video

Founded: 2018 Headquartered: Dubai simplifailabs.com +971 50 456 8261; +971 52 910 7317 contact@simplifailabs.com SERVICES: Brand safety; high viewability; contextual relevance; cookie-less targeting KEY CLIENTS: Maxus, Omnicom Group, Publicis Media, Radix Media, Wavemaker, DU, EMAX, Emirates NDBD, Himalaya, Mashreq Bank, Marmum, NBO, Noor Bank, RTA, Volkswagen, Zomato

StackAdapt Founded: 2014 HQ: Toronto, Canada https://www.stackadapt.com/ StackAdapt is a multi-channel programmatic advertising platform used by the most exceptional digital marketers. This state-of-the-art platform is where some of the most progressive work in machine learning meets cutting-edge user experience. KEY CLIENTS: Ad buyers, brands and agencies SERVICES: Demand side platform, targeting multi-channel capabilities, campaign management, machine learning and performance optimisation, custom reporting

Tailwind EMEA Founded: 2014 Headquartered: Dubai www.tailwindemea.net + 971 427 983 94 welisten@tailwindemea.net SERVICES: Ad server, ad management, dynamic creative optimization, ad verification, DMP, DSP, SSP, yield analytics, audience profiling & segmentation, media planning & buying MENA PARTNERS: Mindshare, Dentsu, Phd, Fusion5, MediaTech, JLR, VW, Colgate Palmolive, Chanel, Richemont, Argaam, Okaz, 4Sale

Talkwalker Founded: 2009 Headquartered: Luxembourg contact@talkwalker.com SERVICES: Social content ratings, video recognition, customer data, PR & communications, digital marketing KEY CLIENTS: Adidas, Spotify, Oglivy, Wunderman, Yves Rocher

AD TECH

January 29, 2024

LEADERSHIP PANEL

Founded: 2015 Headquartered: Gurugram, India Head of company: Amit Relan (CEO), Dhiraj Gupta (CTO) Number of Staff: 200+ debsena@mfilterit.com www.mfilterit.com

Amit Relan

Dhiraj Gupta

CEO and Co-Founder

CTO and Co-Founder

Debsena Chakraborty

Harshada Shetty

Established in 2015, mFilterIt is a new-age data-driven company driven by the mission to create a safe, transparent, and secure digital ecosystem. Leveraging the power of AI, ML, mFilterIt aims to provide true data, create safe brand experiences and empower brands with intelligent decision-making. SERVICES: Ad traffic validation, brand reputation protection, digital commerce intelligence, creator and search monitoring, creative and content compliance KEY CLIENTS: PepsiCo, Alfuttaim Motors, Mashreq, Commercial Bank of Dubai, Hala Taxi

VP Growth

Head of Sales

INDUSTRY SNAPSHOT

AMIT RELAN CEO and Co-Founder

HOW DID THE DIGITAL ECOSYSTEM CHANGE LAST YEAR?

In 2023, the digital ecosystem went through a drastic evolution with an accelerated integration of AI, blockchain and augmented reality, thereby opening new and evolved opportunities for industries. Along with innovation, privacy concerns led to strict regulations and a focus on data privacy signalling a paradigm shift. OTT and CTV gained momentum as new ad formats and changed the way people consume content.

platforms and fostering agile adaptability to swiftly respond to market trends.

WHAT ARE THE BIGGEST OPPORTUNITIES BRANDS CAN GEAR UP FOR THIS YEAR?

We successfully secured a deal with Pepsi for their digital commerce analysis and insights.

Brands which embrace the power of artificial intelligence, prioritise sustainability and data privacy, leverage social commerce, and enhance digital customer engagement can stay ahead in the dynamically changing digital ecosystem. Harnessing AI for personalised interactions and focusing on purposedriven initiatives will be key. Adaptability, innovation and responsible practices will distinguish successful brands in 2024.

WHAT CAN BRANDS DO DIFFERENTLY TO ACCELERATE THEIR DIGITAL STRATEGY?

WHAT DIGITAL NEW YEAR’S RESOLUTION SHOULD PEOPLE MAKE THIS YEAR?

WHAT WORK ARE YOU MOST PROUD OF FROM LAST YEAR?

Brands can accelerate their digital strategy by prioritising seamless online experiences, leveraging data analytics for customer insights, embracing emerging technologies like AI and AR, optimising mobile

Embrace emerging technologies, prioritise data privacy, and enhance customer engagement through personalised and ethical marketing strategies to stay relevant and build trust in 2024.

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January 29, 2024

Teads Holding company: Altice Headquartered: New York (global), Dubai (regional) www.teads.com sales-mena@teads.com +971 44 34 42 34 Teads, The Global Media Platform, is the single access point for advertisers to connect to the world’s best publishers and reaches a monthly audience of 1.9 billion people. Teads’ made-for-mobile ad experiences deliver the best combination of mass reach and brand safety in the market. Teads’ end-to-end platform provides a sustainable advertising ecosystem. SERVICES: Teads Ad Manager, Viewable Video & Display, Teads Studio, Teads Prediction AI, Teads Audiences, Teads Contextual Targeting, Carbon Emissions Calculation, Attention Measurement TECH PARTNERS: Moat, IAS, Grapeshot, Double Verify, Realeyes, TTD, DBM / DV360, Appnexus, Amazon A9, Oracle, Nielsen

TTV Programmatic Premium Supply Network Founded: 2019 Headquartered: Dubai +971 4 425 3300 The TTV Programmatic Premium Supply Network brings the world’s leading premium publishers to the MENA region, making them accessible through PG deals. This enables cost-effective and targeted programmatic inventory, layered with some of the world’s most powerful data management platforms to deliver consistent successful campaigns. SERVICES: Programmatic supply; programmatic guaranteed inventory KEY PARTNERS: WSJ, The Economist, Insider, Bloomberg, The Times, F1, Skyscanner, Ixigo, Daily Mail, Buzz Feed, The Hindu, Indian Express, SCMP MENA PARTNER: The Techvantage

Turbine Media The Commerce People Founded: 2022 Headquartered: Dubai +971 4 455 3067 info@thecommercepeople.com PARTNERS: Ignite SERVICES: PPC campaign management, Amazon marketplace management services; e-commerce reporting & analytics intelligence technology; creative ad builds; website and SEO services. KEY CLIENTS: Caffe Luxe, Oxygen, Dingis Baby Boutique

Founded: 2017 Headquartered: Dubai www.turbine.media +971 4 454 1159 kassem@turbine.media Turbine is a new breed of media platform based on social creativity and instant marketing. It connects brands with creative social media fans and influencers who share their moments and stories about advertisers’ campaigns. Turbine aims to build a meaningful relationship between brands and people; it utilises the suggested shared content reflecting the real spontaneous moments of social creators’ posts that enhance their authenticity among their friends and fans. SERVICES: Influencer marketing, data driven influencer platform, social paid partnerships

Founded: 2007 Head of company: Mark Rabe, CEO Number of staff: 400 www.sojern.com +971 45 850741 sojernmea@sojern.com LEADERSHIP PANEL Sojern is a leading travel marketing platform designed to boost growth and profitability for the travel industry. The Sojern travel marketing platform is a set of easy-to-use software and services that delivers unrivalled traveller insight, intelligent audiences, multichannel activation and optimisation, and a connected guest experience—all in one place. More than 10,000 travel marketers rely on our platform annually to find, attract, convert and engage travellers. Founded in 2007, Sojern is headquartered in San Francisco, California with teams in the Americas, Europe, Middle East and Africa, and Asia Pacific. SERVICES: Adtech/digital marketing, AI-powered online advertising for hotels and destinations, travel marketing solutions, programmatic and multichannel, direct booking

Stewart Smith

Christopher Gregory

Manja El Masri

Sverre Christiansen

Managing Director, MEA

Pasha, Senior Sales Director, MEA

KEY CLIENTS: Accor, Emaar, Atlantis, Hilton, Jumeirah AWARDS: Finalist at 2024 HotelTechAwards by Hotel Tech Report, Best Hotel Digital Marketing Agency category globally; Winners at – 2024 Built In’s 2024 Best Places to Work - (1) U.S. Best Midsize Places to Work (2) San Francisco, CA Best Places to Work (3) San Francisco, CA Best Midsize Places to Work; Winner – 2023 Bintelligence Sales and Marketing Technology Award; Winner – 2023 TravelTech Breakthrough Awards - Travel Analytics Platform of the Year

Senior Manager Customer Success

Senior Sales Manager, MEA

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January 29, 2024

Founded: 2016 www.speakol.com info@speakol.com KSA@speakol.com Speakol is an integrated digital marketing solution provider with the largest Arabic display network and the first content discovery and recommendation platform in the MENA region.

LEADERSHIP PANEL

Our technology allows advertisers to target potential customers and promote their brands, and enables publishers to boost users’ engagement, monetise their online presence and increase their readership through aggregating recommended articles and providing multiple personalised ad formats. We serve more than 1,500 world-class publishers and are trusted by more than 12,000 leading brands and advertisers in the GCC and MENA regions. MENA PARTNERS: TMG, Apps Flyer, adjust, CNN Arabic, Argaam, Advert 1, Total Media Ventures, VDO.ai, Teads, Smartifai.ai, Seedtag. SERVICES OFFERED: Native widgets: Customised widgets blend in with website design, content, look and feel serving ads as part of the editorial flow of a page. Smartfeed: Hybrid widgets provide multiple layouts automatically and continuously serving recommended ads and articles Video ads: Native video ads generate high engagement and maximise brand awareness and sales. Smart engine: The recommendation engine uses machine learning algorithms to recommend articles based on users’ interests.

Mahmoud Talaat Founder

Amir Harby Deputy CEO

INDUSTRY SNAPSHOT

AMIR HARBY Deputy CEO, Speakol

HOW DID THE DIGITAL ECOSYSTEM CHANGE LAST YEAR? The social media landscape in Saudi Arabia experienced shifts in user dynamics. For instance, YouTube’s ad reach was equivalent to 79 per cent of the nation’s total population early in the year. The Digital Content Council was formed to support Saudi Arabia’s digital content market, focusing on video, audio, electronic games, and digital advertising. These developments indicate a strategic move towards creating a more digitally enabled and diversified economy in Saudi Arabia, aligning with the broader goals of Vision 2030.

WHAT WORK ARE YOU MOST PROUD OF FROM LAST YEAR?

Speakol, recognised as the premier content discovery and native advertising network in the MENA and GCC regions, has made notable strides in various areas in the past year. Speakol has established as a major platform in the region, serving over 13,500 publishers and advertisers. The network includes 500+ publishers and is used by over 12,000 leading brands and advertisers in the GCC and MENA regions. Speakol offers various advertising solutions like Native Widgets, Smartfeed, Video ads, and a Smart Engine using machine learning algorithms. These tools are designed to enhance user engagement, provide meaningful ad

experiences, and boost the effectiveness of marketing campaigns. The platform has achieved significant figures, such as 1.9 billion impressions, 10 million clicks, 2.2 billion page views, and 150 million unique monthly users. With a focus on content and ads recommendation on top websites and apps, Speakol provides higher engagement across various ad formats, supporting goals like driving sales, generating leads, and creating awareness. Speakol’s predictive engine uses real-time data from millions of users to provide advertisers with precise information for campaign creation and management. Our bidding system, which includes features like Maximum Bid, balances factors like Click-Through Rate (CTR) and Cost Per Click (CPC) / Cost Per Impression (CPM) to optimize ad placements and campaign effectiveness.

WHAT CAN BRANDS DO DIFFERENTLY TO ACCELERATE THEIR DIGITAL STRATEGY?

Brands looking to accelerate their digital strategy in Saudi Arabia can consider several approaches to effectively engage with the local market. Saudi Arabia has a unique cultural and social landscape. Brands should tailor their digital content and marketing strategies to align with local customs, traditions, and values. With a high smartphone penetration rate in Saudi Arabia, a mobile-first approach is crucial. Brands should ensure their websites and digital platforms are optimized for mobile devices, offering seamless and responsive user experiences. Social media platforms like X, Snapchat, and Instagram are extremely popular in Saudi Arabia. Brands should leverage these platforms for marketing, engaging with customers, and building community. Brands should strengthen their online presence, develop user-friendly e-commerce platforms, and offer secure and diverse payment options. Localisation of e-commerce platforms, including language and currency, is also important. Personalised marketing strategies can significantly impact consumer engagement. Use data analytics to understand consumer behaviour and preferences, and tailor content, offers, and products accordingly. Utilise digital storytelling to connect with the audience emotionally. Incorporate advanced technologies like AI, AR, and VR to offer innovative and interactive customer experiences. Collaborating with local influencers and celebrities can help in gaining trust and improving brand visibility.

AD TECH

January 29, 2024

LEADERSHIP PANEL

Herman D Souza

Founded: 2023 HQ: Dubai, UAE Number of staff: 19 www.smartifai.ai info@smartifai.ai

Smartifai is a leading provider of audience context solutions, offering advertisers and marketers innovative products that leverage advanced technologies such as computer vision, machine learning, and NLP. Smartifai enables businesses to gain actionable insights, deliver personalized experiences, and win attention in today’s competitive landscape by unlocking the power of audience context.

Sachin Kumar

CoFounder

Taha Kazmi CoFounder

CoFounder

Elie Chammas

Managing Director

KPIS: Attention, Brand Recall, Viewability Vineeta Gogia

Business Director

LEADERSHIP PANEL

Founded: 2016 HQ: Dubai, UAE Number of staff: 12 www.totalmediaventures.com info@totalmediaventures.com

Total Media Ventures is an adtech company based in Dubai and international offices in Indonesia and India offering affiliate marketing and programmatic solution. Total Media Ventures offers affiliate marketing under the brand – Value Lead which offers outcome based solutions ranging from CPL , CPI , CPA. CPR , CPO and CPS buying models and the programmatic solutions as Value Data, offering rich media , display and video formats.

Herman D Souza Co-Founder

Taha Kazmi Co-Founder

KPIS: CPL , CPI , CPA. CPR , CPO , CPS

Elie Chammas

Managing Director

AD TECH

January 29, 2024

Unruly

WeChat

Founded: 2006 +971 4 425 3300 https://unruly.co/

Founded: 2011 Headquartered: Shenzhen, China +971 4 425 3300 www.wechat.com

Unruly uses emotional data to deliver brand-safe awesome advertising to 1.2 billion people. SERVICES: Premium media, emotional data, brand safety, interactive video ads, unmissable video ads, vertical video, in-stream MENA PARTNER: The TechVantage

WeChat is a Chinese multi-purpose messaging, social media and mobile payment app developed by Tencent. First released in 2011, it became the world’s largest standalone mobile app in 2018, with more than 1 billion monthly active users. WeChat has been described as China’s ‘app for everything’ and a ‘super app’ because of its wide range of functions. SERVICES: Official account development; social media marketing; content marketing; WeChat advertisement; Mini Programs ecosystem; Tencent Cloud

VDX.tv

MENA PARTNER: The Techvantage

Founded: 2001 (Formerly Exponential Interactive) hello@vdx.tv amer.attyeh@vdx.tv We help brands magnify the magic of their TV ads by connecting the TV with household members’ personal devices and allowing consumers to interact with their TV ads on those devices.

Yandex Ads

SERVICES: TV magnify, video magnify

Founded: 2001 Headquartered: Lucerne, Switzerland eng-ad@yandex-team.com

Ve Global

Yandex is a technology company with 25 countries of operation that builds intelligent products and services powered by machine learning. Yandex Ads is a leading ecosystem with access to the Russian speaking audience as well as worldwide retargeting solutions for businesses in E-commerce. MEA market is one of the key priorities with a special team dedicated to the region to help companies expand their business.

Founded: 2009 Headquartered: Dublin +971 4 425 3300 Ve’s data driven technology products help businesses of all sizes and sectors attract and convert the right audience, with the right message at the right time.

SERVICES: Retargeting, advertising, behavioural targeting, ad tech solutions, Internet advertising

SERVICES: Performance; conversions; programmatic advertising; remarketing

Founded: 2019 Head of company: Aniruddh Mishra www.thetechvantage.com +971 4 425 3300 ani.mishra@thetechvantage.com LEADERSHIP PANEL

The TechVantage is the region’s leader in new media such as connected screens in cabs. We work across agencies and clients to meet and exceed their campaign objectives through strategic planning and effective implementation of innovative solutions, as well as campaign tracking and analytics. By combining premium supply, first-party data and customised solutions, our platforms have won multiple global awards since 2006. TECH PARTNERS: Binary Media, Adludio, AstraLab, WSJ, Reuters, Insider, TripAdvisor, The Economist, SCMP, Skyscanner, WeChat, Tencent, and many more.

Manoj Khimji

Managing Director

Aniruddh Mishra Head of Business

SERVICES: The TechVantage offerings include capabilities such as in-cab advertising, connected tv and cross screen targeting, AI-driven contextual targeting, rich media sensory ads, AR, native solutions, video, performance driven ads and programmatic premium supply KEY CLIENTS: Apple, Microsoft, McDonald’s, Nestle, Unilever, Johnson & Johnson, Sephora, Burberry, JLR, Address Hotel Group, Yaqoot, Zain, FABIC, Dolce and Gabbana, Al Rawabi, GE, Neom, Accor Group

Amer Sarhan

Senior Account Manager

Farukh Pathan

Finance Business Partner

January 29, 2024

ho’d have guessed it? The largest country in the Gulf, which is undergoing arguably the most important transformational project in its history, has need for more, better communications. Everywhere you look in Saudi Arabia, you will come across new projects, developments and industries. These changes, and the overall shift in Saudi society, necessitate more communicators (and marketers, of course) with the necessary experience to tell the story of what is happening in the country and its long-term vision for change. Wherever you look, there’s a need to more clearly communicate what is happening. There’s also demand for internal communicators, to support change transformation programmes within organisations. We need more storytellers to narrate the Kingdom’s vision and journey to audiences both domestic and international. We need more crisis communications experts to deal with the inevitable issues that change creates. The list is endless. And yet, there just aren’t enough professionals to meet this demand. You don’t need statistics or data to tell this story (though that’d be helpful), the number of postings both on the client and agency side seems to be at an all-time high. And the churn on the agency side is also an issue, as top talent leaves for better paid roles in-house,

Saudi focus

in the private, semi-government and government sectors. So, what’s the answer? Simply put, we have to do something we are exceptionally bad at, which is to blow our own industry’s trumpet. We have to talk up communications and its value if we are to attract more people into the industry. We also need to give those wanting to become communications experts the opportunity to study the subject, both academically and on the job. While there’s a need for more university courses in the country (standout local institutions include King Abdulaziz University, Effat University, Jeddah’s University of Business and Technology, and Alfaisal University), we have to start earlier and reach out to schools to explain what communications is all about. Given the push to help build what is essentially ‘Brand Saudi’ and transform perceptions of the country, there’s never been a better time to talk about how good communications can benefit a nation and its reputation. By working with the Ministry of Education, we can engage with young Saudis to help them both appreciate what the profession is all about and why it should matter to the country and its people. We can also explain to them and their families about career opportunities for communications professionals. Role models are always handy, and there are so many excellent Saudi-based communicators out there whose role in shaping positive perceptions about the Kingdom needs to be highlighted through national campaigns (you know, the sort of work we do on a daily basis). Likewise, mentorship programmes are an effective way of engaging one-to-one with young talent, with the added benefit that older communicators have an opportunity to be reverse mentored and learn about youth trends.

And then there’s the need for professional, lifelong qualifications. We need people at the top who are at the top of their game. One of the best ways to guarantee this is through certification programmes with global associations such as CIPR, IABC and the PRCA. Certification is a tried-and-tested route to professionalising any industry, and for us to attract the best talent we need to display the highest standards ourselves, especially in areas such as creativity, ethics and strategy. Speaking of that industry-wide focus, if we are going to elevate the profession within Saudi Arabia, we need to work as an industry, through these industry associations. This must be an effort that transcends individuals and their organisations, to embrace all communicators on the agency and client side. Raising awareness about what we as Saudi-based communicators do will not only help grow the talent pool, but it will also help prioritise communications within organisations. While there’s more demand for communications, we also suffer from the ‘last function approached’ condition. It wouldn’t harm to remind executives that good communications counsel should be sought at the beginning of any new project, rather than at the end (or not at all). More Saudi communicators are wanted, both in the short and the long term. Let’s work as an industry to educate, engage and attract the young talent we need to fill that gap. Are there any takers, agencies or clients out there who are going to lead this charge?

Saudi Communicators wanted! Apply here Saudi-based communications leader Alex Malouf gives the lowdown on attracting more people into comms roles

By Alex Malouf, Board Member, PRCA MENA with over two decades of marcomms experience in the Gulf and the wider Middle East

January 29, 2024

Saudi focus

How much more would you be paid in KSA than UAE? seen and heard. Skills such as social media marketing, performance marketing and data analytics are in high demand, and this is expected to grow.

This is a question many people continue to ask, as Saudi Arabia continues to grow its economy and creative industries, writes Campaign Middle East editor Justin Harper

CREATIVE ROLES Copywriters in KSA seem to be paid more compared to similar position roles in the creative sector. The copywriters’ role is paid at an approximate salary of 18,000 to 24,000 in the KSA compared to the UAE’s 15,000 to 20,000. The trend continues for more senior level copywriters. On the top end of the creative table lie the Executive Creative Director and Chief Creative Director. On the strategy side of things, salaries are considerable higher in comparison to the UAE - with the salary brackets increasing by at least 3,000 to 5,000 in Saudi Arabia Riyal (SAR).

new salary guide released by MCG Talent is worth a read for anyone weighing up a move to Saudi Arabia. It helpfully highlights salaries across the creative, marketing, PR & communications and digital sectors in both the UAE and KSA. “Saudi has emerged as a new hotspot for creative talent, with relaxations in advertising laws driving the need for skilled individuals in this burgeoning market,” said Justin McGuire, Co-Founder and CEO at MCG Talent. TECH TRENDS IN THE JOB MARKET The MENA region’s tech jobs market in 2024, is evolving due to technological advancements and changing hiring priorities. AI and automation are streamlining hiring processes, while remote work is becoming more prevalent post-pandemic. According to MCG Talent, in Oman, there is a foreseeable moderate increase in recruitment due to economic diversification efforts. Kuwait may experience a steady demand for skilled professionals in communications and digital domains due to its strategic positioning and economic development initiatives. Bahrain’s aim to become a regional hub for technology, especially in fintech, suggests a growing need for digital expertise. McGuire says that navigating these markets requires harmonising localised expertise, regional experience, and specific skill sets demanded by each unique context. Companies aiming to capitalise on opportunities in these countries must understand their distinctive dynamics within the broader Middle Eastern context. Charlie Bowsher, Senior Client Director at MCG Talent, identifies Saudi Arabia as an

Justin McGuire, Co-Founder and CEO at MCG Talent

up-and-coming market for creatives. “The Saudi market is one to watch for next year. There will be a real need for good creative talent, as the focus on more traditional careers might leave a gap to be filled,” he said, as he highlighted the challenge of finding local creative talent in a region where traditional career paths are often prioritised over creative pursuits. In 2024, the UAE and Saudi Arabia’s marketing job market is set for significant growth, especially in digital marketing. MCG Talent predicts a surge in new jobs following a 9 per cent increase in the UAE in late 2023. Candidates considering relocating should highlight niche expertise and enthusiasm to stand out in this competitive market. MARKETING RECRUITMENT Despite budget constraints in 2023, the digital landscape in the region has flourished. MCG Talent anticipates a monumental surge in growth as companies across diverse industries gear up to meet the demand, particularly aligned with Saudi Arabia’s mega projects scheduled for 2024. In the marketing segment, there is a significant increase in the salaries across all roles. In an increasingly competitive market, brands will need to go the extra mile to be

TRENDS IN PR AND COMMS Andrew Royston, senior client manager at MCG Talent, highlights a notable shift in hiring preferences, stating “a big trend this year is the increasing demand for candidates with regional experience. Unlike last year, where it was the norm to look outside the region for talent, the search has turned inward as the experience within the region is highly valued, especially at mid and junior levels, hiring managers are now emphasising the need for professionals with a deep understanding of the local landscape.” MCG says the challenge brands face is that regional experience comes at a premium, potentially driving up salaries for localised, especially Arabic talent. In KSA, experienced talent is scarce, so it foresees senior expat hires entering the region to train, build, and grow a localised workforce. SHOULD YOU MOVE JUST FOR THE MONEY? Royston offers advice for individuals considering a move to the UAE or Saudi. He highlights the importance of understanding the cultural significance and maintaining realistic expectations. “Realistic expectations are crucial. Understand the cultural differences and be prepared for a unique working environment.” He also recommends “coming for the right reasons”. These include things such as career progression and experience, which he deems to be more important than an immediate substantial pay raise.

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January 29, 2024

MATTER OF FACT News, views & trends from across the spectrum

THE SHIFT TO NICHE IN 2024 TARIQ AL SHARABI

2024 has ushered in an era where content saturation is not just a buzzword but a palpable reality, and audiences are showing clear signs of fatigue. Shifting their focus from mainstream media to individual content creators, people are increasingly preferring the unique and niche over the broad and generic, underlining the critical message for the year: stand out or risk insignificance. Managing Director of Cicero & Bernay Communication Partner

In response, brands are redefining marketing, prioritising mass awareness over deep engagement, with some adopting a playful, Wendy’s-like approach to brand awareness. However, this strategy isn’t universally effective, and no one brand should copy a trend in the pursuit of relevance: the key lies in crafting unique brand personas that defy norms and make a mark in a sea of content uniformity. In a landscape dominated by generic offerings, being distinct has become the de facto necessity for capturing audience attention and loyalty. Originality and authenticity still sell; who would have thought?

$809.90M

$420.90M

Estimated digital ad spend in the UAE for 2024.

Potential in UAE’s video game revenue for new ad opportunities.

94.8%

91%

YouTube’s growing ad reach in the UAE, with TikTok close behind.

UAE audiences spending over 8 hours weekly on social media.

Source:Meltwater, Statista

GAME CHANGER

BREAKING THE NET

#NOT

Ad Vision

Lollipop Landscapes

X marks the tweet

Telly is shaking up the game, revolutionising the marketing landscape by offering televisions for free to audiences, with a catch: each TV includes a secondary, rectangular screen, 10 inches in height, that exclusively rolls ads. Though considered intrusive by some, the tech has proven highly effective, evidenced by Telly’s reporting of thousands of pre-orders for the newly-released TV.

Wavemaker MENA and Perfetti Van Melle MEAP’s ‘AI World of Lollipops’ campaign for Chupa Chups marries AI with creativity, turning children’s ideas into digital artworks. This playful, immersive campaign showcases the potential of AI in enhancing brand-consumer interactions and stands as a beacon of innovation in marketing.

Remember when Elon Musk ridiculed advertisers detracting from X? As industry pundits expected, the platform has since backpedalled on that claim, introducing an option for advertisers to target the platform’s Premium subscribers. While X’s popularity continues to wane with big brands, maybe the strategy should be to focus on retention over last-ditch monetisation efforts.

January 29, 2024

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Predictions, podcasts and plans

elcome to the first issue of 2024. This January issue is actually my 12th and signifies a year’s worth of Campaign Middle East magazines under my belt. And this is a bumper one, packed full of predictions for the year ahead, and our essential guides on digital and ad tech agencies. Editing a magazine really allows you to get under the skin of a topic, and having read all 33 articles in our Year Ahead section, I feel suitable armed for the next 12 months. From social media to KSA, creativity to e-commerce, we have a wide selection of outlooks for you to immerse yourself in. Two trends jumped out at me, both beginning with the letter A. Authenticity and Artificial Intelligence (AI) are two recurring themes that popped up in almost all The Year Ahead articles. What links these two hot topics are humans. The human touch is at the core of authenticity, speaking from the heart and being true to yourself. Lest we forget, humans are also at the core of AI, designing it and setting railguards for how far it can be used. Of course, AI might have other ideas as it gets smarter, but for now that’s the plan. The general consensus is that AI will transform the creative industry in so many ways, but will always need the guiding hand of a human. Partly for control, partly to provide authenticity. If we had space for one more Year Ahead article, it would have been The Year Ahead for Campaign Middle East. So I decided to include what we have planned for 2024 in this column instead. We have an editorial and events calendar for the year ahead, which we are happy to send to anyone. This outlines the themes for upcoming issues and the events we have planned this year in Dubai and Saudi Arabia. We are also relaunching our Campaign networking nights and are planning one for the first quarter of this year. Talking of re-launching, you may have seen that we are now doing our On The Record podcasts again, after a bit of a hiatus. Creative genius Ali Rez joined us for our first one of the year, and we have been busy in our

plush new podcast studio chatting with leading industry figures. Our brief is to keep them short-ish, entertaining and chatty. If you fancy joining us on the couch, then please drop us a line. We are also trying a few new things this year such as a deep dive into what cool things brands are up to in a new feature called Brand Focus. This month we look at IKEA as it caught our eye recently with some smart campaigns around sustainability. Our aim is to look at a brand’s overall marketing strategy, and how it has changed JUSTIN HARPER over the years. We also want to give Editor a verdict on what we think about its branding and marketing activities. justin.harper@motivate.ae Next up, we are getting more www.linkedin/in/harperjustin social media friendly and see a lot of potential in TikTok, having seen many agencies and brands start to get creative on this platform. I have always associated TikTok with silly dance crazes, but there’s a lot more to the app than that, I have since discovered. Right now we are already working on our Ramadan issue for February and our corresponding Campaign Breakfast Briefing event in early February – this will discuss both Ramadan advertising and the year ahead. Then there’s Dubai Lynx looming in early March, which Campaign Middle East is heavily involved in. Already the year is gearing up to be another bumper one. I think I need another break, already.

It’s not about brand, it’s about product

A VIEW FROM

DAVE TROTT

Dave Trott is the author of The Power of Ignorance, Creative Blindness and How to Cure It, Creative Mischief, Predatory Thinking and One Plus One Equals Three

or us, the most useful part of the movie BlackBerry is near the beginning. BlackBerry is just an idea inside the heads of some tech geeks: a mobile phone with a tiny keyboard that can send and receive emails. The geeks hire Jim Balsillie, a marketing man, as their joint CEO. They need him to do what they can’t, which is to sell their invention. He arranges a meeting with the board of Bell Atlantic, and this is the interesting part for us. He explains that Bell Atlantic’s marketing department is currently selling the wrong thing. Their advertising is promoting “togetherness”: staying in touch with friends and family, a nice warm feeling. The problem is people can get “togetherness” with any network provider. “Togetherness” isn’t Bell Atlantic’s product, their marketing department is just trying to do the same thing as everyone else, they’re trying to do generic brand advertising. They’ve forgotten what their product is. He says “You’re not selling togetherness, you’re selling minutes” – that’s the product. They need people to buy their minutes, in other words to switch to

their network – in other words, they need a product difference. Just doing the same generic brand advertising as everyone else won’t do that, there’s no reason to switch. Up until then, most mobile phones were just for talking and texting, so mainly domestic usage, hence “togetherness”. Balsillie shows them the BlackBerry prototype with a keypad on it and shows how, for the first time, a mobile phone can be used for EMAILS. So it’s like having a laptop computer with you everywhere. He says: “You’re no longer selling togetherness, now you’re selling self-reliance.” And with that insight the entire mobile phone world shifted. The BlackBerry was for anyone who saw themselves as a serious businessperson. It was a status symbol you placed on the table in any meeting: “So that my office can get hold of me anywhere with important emails.” Mobile phones were for domestic use, but BlackBerries were for business. People wanted to prove they were in the loop so they checked them constantly. Putting an ordinary mobile phone on the table in a meeting said you were a junior. But putting

a BlackBerry on the table said your office needed to be in touch with you all the time, you were that important. This came from the business insight: “How do you make your money: you sell minutes?” Then the question became: “How can you sell more minutes?” Answer: by looking where other companies aren’t competing. Then the question: “Where aren’t other companies competing and why?” Answer: “They’re all competing in the domestic market because they don’t have the technology needed for business.” And that immediately became the opportunity that BlackBerry’s innovation solved. If Balsillie had tried to sell the BlackBerry as the latest in mobile phones, it would have failed. Why would anyone need a complete computer keypad on their domestic phone? Why would anyone need to send and receive emails on their domestic phone? . Instead, it became a massive opportunity that no-one else spotted. Pretty soon, BlackBerry had 85 million subscribers – that’s 43 per cent of the smartphone market. It reversed conventional thinking: “It’s not about generic brand, it’s about product.”

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RAKTDA…“Mascots always run the mile for brands.” (GM)

Cari...“Hit me between the eyes.” (IM)

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

Anghamii...“It’s simply brilliant.” (GM)

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

IKEA...“The merit of this campaign is the unselling.” (GM)

Nissan... “A risky strategy in this space” (IM)

January 29, 2024

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Private View IAN MARTIN

GARETH MANKOO

Marketing Consultant, Coffee Planet

RAKTDA

All About You Agency: Interesting Times Animation: Fablefx

Creative Director, LPS

RAKTDA: ALL ABOUT YOU (1) A really personal campaign that hits people with its personality and unique positioning. Will it make people feel guilty about leaving their loved furry friend/s at home?... maybe but only a little given what is on offer. Bravo for making their story fun and engaging.

RAKTDA: ALL ABOUT YOU (1) RAK is an ideal laid-back paradise for holiday-goers. Garnish it with a pun, and you have an idea with all the ingredients to succeed. The campaign is based on Leo, a rescue cat who made RAK his home. Mascots always run the mile for brands.

CARI: MILLIONAIRE FOOD CAMPAIGN (2) This hit me between the eyes in this hugely competitive space. However, is it trying too hard? What are my chances as a consumer of really benefiting from this or is it all about them? Personally, in this market I am looking for values of reliability and delivery and how will you make my life easier.

CARI: MILLIONAIRE FOOD CAMPAIGN (2) The message of the mechanism (to become a millionaire) is completely lost in the frenzy of the concept. The film is too long to be so loud and too loud to explain the loyalty programme, which should be the campaign’s hero. The programme is very good, but the communication does a grave disservice.

ANGHAMI: THE PROTECTIVE RHYMES (3) Cute, engaging and a great initiative! I love the creative and relevant way of making an important issue to discuss and approach helpful for all involved... parent and child. Much credit should be given to all involved.

ANGHAMI: THE PROTECTIVE RHYMES (3) Anghami uses audio to educate children about sexual abuse. The campaign will not omit the conversation parents must have with their children – but merely supplement it. The campaign must transcend genders, languages, cultures, and nuances. It’s simply brilliant and can be an effective tool if propagated sufficiently.

IKEA: MONSTERS NOT INCLUDED (4) This is clever and nicely seasonal but I wanted more! It clearly has a short window of relevance and I would be interested in understanding more about the ROI given the investment involved to “bring it to life”. It didn’t exude Ikea values to me. NISSAN: SAVE OUR DESERTS TOO (5) Many people have very high expectations of carmakers and Nissan achieves this for me. They are trying to focus the message on an important issue rather than purely their offer to the consumer... a risky strategy in this space but one landed with authenticity.

IKEA: MONSTERS NOT INCLUDED (4) Ikea has an uncanny knack for making you feel comfortable and “at home” – even through uncomfortable scenarios. The merit of this campaign is the unselling. The static ad does much better than the film. NISSAN: SAVE OUR DESERTS TOO (5) The insight, product, and cause all fit into a fantastic narrative told through good visual storytelling. The personality of the Patrol encourages brand fans to be more responsible for the desert but look at social responsibility.

Cari

Millionaire Food Campaign Agency: TBWA\RAAD Production house: 9T Studio

Anghami

The Protective Rhymes Agency: Publicis Groupe ME&T Production house: Prodigious Middle East Sound: Live Studio, MangoJam Studio, SoundStruck Studios

IKEA

Monsters Not Included Agencies: Ogilvy UK and Germany Chief Creative Officer (EMEA): Dr. Stephan Vogel

Nissan

Save Our Deserts Too Agency: TBWA\RAAD Creative Director: Sumanth Wilkins

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 Junior Reporter Sarah Qaddumi DESIGN Art Director Clarkwin Cruz Designer Thokchom Remy ADVERTISING ENQUIRIES Tel: +971 4 427 3000 Chief Commercial Officer Anthony Milne Publisher Nadeem Ahmed Quraishi (+971 50 6453365) PRODUCTION General Manager S. Sunil Kumar Production Manager Binu Purandaran HAYMARKET MEDIA GROUP Chairman Kevin Costello Managing Director Jane Macken The publishers regret that they cannot accept liability for error or omissions contained in this publication, however caused. The opinions and views contained in this publication are not necessarily those of the publishers. Readers are advised to seek specialist advice before acting on information contained in this publication which is provided for general use and may not be appropriate for the readers’ particular circumstances. The ownership of trademarks is acknowledged. No part of this publication or any part of the contents thereof may be reproduced, stored in a retrieval system or transmitted in any form without the permission of the publishers in writing. An exemption is hereby granted for extracts used for the purpose of fair review. Campaign Middle East includes material reproduced from the UK Edition (and other editions) of Campaign, which is the copyright of Haymarket. Campaign is a trademark of Haymarket and is used under licence. The views and opinions expressed within this magazine are not necessarily those of Haymarket Magazines Limited or those of its contributors.

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November 27, 2023

January 29, 2024

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Appointments TBWA\RAAD appointed DAN LEACH as the new Managing Director for its operations in Saudi Arabia. His appointment to head TBWA\RAAD’s operations in the Kingdom strengthens the agency’s presence in the country and continues its commitment to sustained growth and investment in the region. The appointment aligns with the agency’s growth strategy and follows the recent establishment of the new office in Saudi.

marketing and communications position, in line with its ethos of ‘Borderless Creativity.’ Starcom Middle East, a global media agency under the Publicis Groupe Middle East umbrella, appointed DONNACHA KINSELLA as its new Head for Saudi Arabia. This marks his second tenure with the Group and Starcom ME, where he previously served as the lead for strategy, digital, and data on the P&G account. Specialising in digital marketing and data leadership, he brings a wealth of expertise that encompasses various client verticals such as CPG, Finance, Automotive, and Tech.

Memac Ogilvy announced a new leadership team for its UAE operations. HADI BALLOUT and SAAD ABU TOUQ, both long-standing Memac Ogilvy veterans, have been promoted to jointly head the operation. Ballout will now serve as Managing Director for Advertising, while Saad Abu Touq takes on the role of Managing Director for PR. The move reflects the agency’s commitment to nurturing talent from its own ranks, and strengthening its

Publicis Groupe Middle East appointed JOYCE HALLAK as Chief Strategy Officer of Publicis Media for the region. This newly created position aligns with the group’s efforts to advance its media capabilities. The appointment is a key addition to the recently formed executive leadership team at Publicis Media ME, serving as a key enabler in strengthening the strategic direction of the group’s media operations and

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CampaignME.com/jobs

spearheading the overall Publicis Media ME strategy agenda, including all brands and markets within its ecosystem. UM MENAT appointed JOHN TIPPINS as Regional Director – Strategy. Tippins will be responsible for driving the agency’s strategy, product, and capabilities. He will identify new and innovative storytelling strategies, and play a pivotal role in crafting industry-first propositions to deliver solutions for clients’ businesses while maintaining a balance between short-term and long-term growth. Cheil MEA appointed BRENDA KASSIR as Strategy Director. Kassir brings over two decades of research and communications experience, with 18 years dedicated to the MENA region. Her journey is marked by her commitment to building customer-focused brands and communication strategies. Kassir’s extensive expertise has been honed across a diverse spectrum of industries, making her a seasoned strategist capable of tackling complex business and design challenges.

Assembly appointed RYAN GARNER as its Chief Activation Officer in the region. In this new strategic leadership role, Garner will lead media activation and delivery. He will be reporting to Assembly MENA CEO, Faisal Dean. Garner will partner with leadership across functions to drive Assembly MENA’s goals going forward. His role also includes managing key media partnerships and fostering high-performance teams driven by AI and automation for optimal brand and performance results. MSL Group appointed CHRISTOPHE GINISTY as Business Lead for MSL in KSA. This strategic move underscores MSL’s commitment to strengthening its presence and expanding its portfolio in the Middle East, particularly in KSA, a key market for the Group. Ginisty, a seasoned communication professional with extensive experience in strategic communications, will take a key role in leading MSL’s business in KSA. His role will focus on driving the agency’s growth, fostering client relationships, and integrating Publicis Group’s innovative ‘Power of One’ strategy across multiple channels.

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The Spin Carmakers have come up with some great names for their models over the years – think the Pontiac Firebird, Aston Martin Valkyrie and Dodge Viper. But the MG Whale? Surely not. Fast like a hawk, powerful like a rhino, and now ‘sturdy like a giant blue whale’. The marketing team at MG have created a whole campaign centering on the “enchanting deep ocean” and images of whales for its latest model. Maybe you should just buy a boat. This adidas in-store advertising had us scratching our heads at first, as it all appeared to be on-brand. But a closer look at the photo shows a badly-positioned poster of the American football player with a rubber button thingy (what are they even called?) under his nose. Unfortunately, this makes him look like a certain German dictator, not a look we think the sports giant was going for. Yes adidas is German, but that’s as far as any fuhrer connections go. We all love glossy images of holiday destinations and experiences to inspire us for our next vacation. But we were somewhat alarmed by this image advertising hot air balloon rides in Las Vegas. Could it be the huge flames of fire bellowing into the sky, as the innocent passengers below smile for the cameras? It’s hard to tell but we will be taking the car instead. Talking of dangerous transportation, how about this ad for discounted flights, appearing under a news story titled ‘Moments Rebels Realised Shot Down MH17 Was Passenger Plane’. We are seeing a lot more of these misplaced ads popping up, normally due to programmatic advertising. Some brand safety tools wouldn’t go amiss, we think.

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Agency of the Year Global Awards 2023

Dubai Lynx International Festival of Creativity

Deadline: 15 February, 2024

5-6 March 2024 Emirates Golf Club, Dubai

Entries are now open for Campaign’s fourth annual Agency of the Year Global Awards, a chance to showcase creativity as well as business acumen. These awards provide a global arena where agencies compete directly with each other, regardless of size. The shortlist will be announced in April, before winners in June.

Dubai Lynx returns in March, as the region’s premier platform for creative excellence. At a new venue, it includes a one-day festival and a prestigious awards ceremony. Presented by Cannes Lions together with Motivate Media Group, the fesitaval is held in association with the UAE Chapter of the International Advertising Association and with the support of Dubai Media City.

To find out more, visit: www.aoyglobalawards.com

To find out more, visit: www.dubailynx.com