Campaign Middle East- January 2025

GREAT PLACE TO WORK 2022 | 2023 | 2024

BEST PLACE TO WORK Campaign Agency of the Year - 2024

MOST INNOVATIVE WORKPLACE Fast Company Most Innovative Companies - 2024

NOV 2024-NOV 2025 UAE

To all of our people - thank you.

December 19, 2024

INTRODUCTION

CONTENTS

2

024 has been a rollercoaster of a year for the regional brand, marketing and creative industry. Through the past 12 months, we have all lived through some good days and bad days, as well as some particularly stressful and trying times. Campaign Middle East has seen and heard it all, empathising with the industry every step of the way. As we compile the Year in Review, this is a much-needed moment for us to pause and reflect before dashing into the new year.

Before we dive into the year, congratulations to all the winners at our Agency of the Year Awards. We’ve dedicated a few pages in this edition to highlight the individuals and teams who were recognised for contributing Editor to the financial growth, culture and business success of their respective organisations. That said, brand and marketing in the Middle East region is at an inflection point; how we create value is changing. For those of us who want to remain relevant within the business of influence and persuasion, we must take note of where we were and how we got here, before we decide where to go.

At the outset, geopolitical tensions – which ebbed, flowed and then rose like a tidal wave during the year – had many of us reasssessing our priorities, as we put families and loved ones front and centre.

Marketers and advertisers were also forced to look inward and reassess their long-term brand building efforts, their values and principles, and sift through oodles of consumer feedback. Brands endured boycotts, enjoyed moments of user-generated love and loyalty, and experienced a mixed bag of business outcomes, despite starting the year with a vision to fuel their strategies with advanced anlalytics and data-driven decisions.

Brands also got bolder, venturing into sports sponsorships, gaming and esports partnerships, and artificial intelligence (AI) influencer deals in an attempt to reach younger audiences and build communities of faithful consumers.

Agencies relished the recognition of award-winning campaigns but languished over lost pitches and layoffs in a market where margins were meagre, competition revolved around costs, and procurement remained painful. The global versus local debate also agitated agencies as they attempted to juggle clients’ varying demands for advanced technologies, speed to market, instant return on investments, creative and attention-grabbing content, and hyper-targeted and personalised campaigns.

The good news that advertisers began to look for integrated offerings rather than super-specialised, siloed expertise was offset by the trend of clients increasingly taking work in-house and moving from long-term retainer models to medium-term, project-based work.

Globally and regionally, tech players and platforms faced redundancies within the workforce and attempted to eliminate redundancies within processes and projects through automation. Trust and transparency dominated conversations as consumers became increasingly aware of their opt-in cookie rights, requiring a rewrite of the privacy playbook.

As a result, the media and marketing industry expanded beyond ads to an ‘everything, everywhere’ mentality, going beyond reach and frequency to truly interact and engage with core audiences.

The media industry also witnessed some major mergers, and advancements in measurement, as well as outbound spending trends.

We discuss all this and more (yes, even how people are playing with generative AI) in this Year in Review as we bite into each quarter of the year and savour the sweet, the sour and the spicy bits that it added to our lives.

Happy reading!

ANUP OOMMEN

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

04 REFLECTIONS ON 2024 06 CHALLENGE MEETS GROWTH 07 REDEFINING B2B MARKETING IN A DIGITAL AGE 12 THE YEAR IN REVIEW 20 AGENCY OF THE YEAR MIDDLE EAST AWARDS 56 TOP 20 NEWS STORIES 58 TOP 20 MOVERS AND SHAKERS 60 TOP 20 DIGITAL AND INTEGRATED CAMPAIGNS 62 TOP 15 FILM CAMPAIGNS 64 TOP 20 CINEMA ADS 66 TOP 10 PITCHES 67 YEAR IN ADTECH 68 MEDIA MILESTONES 69 SPOTIFY WRAPPED 2024 70 TOP 10 YOUTUBE 71 MENA’S TOP SNAP STARS 72 PINTEREST PREDICTS 74 TOP 10 THE SPIN

www.motivatemedia.com EDITORIAL: Motivate Media Group Editor-in-Chief Obaid Humaid Al Tayer | Managing Partner and Group Editor Ian Fairservice | Campaign Middle East Editor Anup Oommen | Reporter Ishwari Khatu | Junior Reporter Shantelle Nagarajan | Junior Reporter Hiba Faisal DESIGN: Art Director Clarkwin Cruz | Senior Designer Thokchom Remy ADVERTISING ENQUIRIES: Chief Commercial Officer Anthony Milne | Publisher Nadeem Ahmed Quraishi (nadeem@motivate.ae) Sales Manager Tarun Gangwani (tarun.gangwani@motivate.ae) PRODUCTION: General Manager S. Sunil Kumar | Production Manager Binu Purandaran | Production Supervisor Venita Pinto 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.

3

Cover designed by Clarkwin Cruz

04

December 19, 2024

REFLECTIONS ON 2024 Bayut’s Sahar Khan says that the foundation of effective marketing lies in a balanced blend of innovation, measurement and deep audience understanding.

A

s we approach the end of 2024, it’s an opportune moment to reflect on the pivotal learnings and strategies that have defined our marketing journey this year.

At Bayut, our commitment to innovation and excellence has driven us to explore new frontiers in advertising, deepen our understanding of our audience and refine our strategies based on insightful measurements.

Here are some key takeaways that have shaped our path in 2024.

POWER OF OUTDOOR ADVERTISING In an increasingly digital world, the tangible impact of outdoor advertising has proven to be a game-changer for Bayut. Our campaigns across prominent billboards, lamposts and other strategic outdoor placements have not only amplified our brand visibility but also fostered a deeper connection with our audience.

Outdoor advertising serves as a constant, ubiquitous reminder of our presence, reinforcing brand recall in ways that digital ads alone cannot achieve. They are also less intrusive and hence not immediately dismissed by an audience that is increasingly becoming ad-fatigued.

The synergy between our online and offline strategies has been instrumental in creating a holistic brand experience, ensuring that Bayut remains top-of-mind for consumers at every turn. We have been able to see the direct results of this approach with an increased awareness of our products in various surveys and audience sentiment reports.

IMPORTANCE OF MEASUREMENT AND STRATEGIC PIVOTS In the dynamic landscape of real estate, staying attuned to market sentiment is crucial. This year, our focus on meticulous measurement and data-driven insights has enabled us to make informed strategic pivots.

A prime example is the evolution of our marketing plans for the two key products launched in 2024: TruEstimate and TruBroker. By closely monitoring the adoption and sentiment associated with these products, we transitioned from awarenessbased campaigns with adoption strategies.

The overwhelmingly positive response allowed us to adapt quickly and effectively.

Within a month of launching the marketing

‘‘PRIORITISE QUALITY INTERACTIONS AND GENUINE CONNECTIONS OVER VANITY METRICS.” activities, we saw a 20 per cent increase in the number of TruBrokers, who were generating 12 times the leads compared to normal brokers.

Similarly, by collaborating with the Dubai Land Department (DLD) for the TruEstimate launch, we effectively communicated the value proposition, keeping the buzz high, and within just five months of its launch, 100,000 TruEstimate reports have been generated, with this number growing everyday.

UNDERSTANDING AUDIENCE MOTIVATIONS: B2B AND B2C A cornerstone of our marketing strategy has been a profound understanding of our target audience’s motivations, whether they are businesses or individual consumers.

For our business-to-business (B2B) segment, it’s about recognising the unique challenges and goals of real estate agents and agencies, offering them tailored solutions that enhance their business outcomes.

The focus on keeping the brokers at the centre of our TruBroker campaign is a prime example of this approach. By integrating reliable brokers whose commitment has been proven by various quality assessment metrics, we were not only able to humanise our product but also reward good behaviour in an industry that is often a victim of long held prejudices and stereotypes.

Conversely, for our business-to-consumer (B2C) audience, it’s about empathising with the emotional and practical considerations that drive home-buying decisions. By building products to assist in their market research and engaging directly with our

audience, we have been able to craft compelling narratives that resonate deeply with their needs and aspirations.

LOOKING BEYOND IMPRESSIONS AND FOLLOWERS In an era when social media metrics are often equated with success, it’s essential to look beyond mere impressions and follower counts.

While these numbers can provide a snapshot of reach, they do not necessarily translate into meaningful engagement or conversion.

We prioritise quality interactions and genuine connections over vanity metrics.

Our focus is on creating content that adds value, sparks conversations and builds lasting relationships with our audience.

This approach has not only enhanced our brand credibility but also driven more impactful business outcomes.

CONCLUSION As we reflect on the achievements and learnings of 2024, it’s clear that the foundation of effective marketing lies in a balanced blend of innovation, measurement and deep audience understanding. The power of outdoor advertising, the importance of strategic pivots, and the necessity of looking beyond superficial metrics are lessons that will continue to guide our efforts.

At Bayut, we remain committed to pushing the boundaries of what’s possible, always with the goal of serving our audience better and driving the real estate industry forward.

By Sahar Khan, Vice President of Marketing, Bayut

06

December 19, 2024

2

024 was not an easy year in the Middle East and North Africa. As a result, our industry faced significant challenges.

We saw multinational brands face boycotts across the GCC, Levant and North African markets. Supply chain disruptions and inflated costs driven by rising shipping expenses further compounded the difficulties.

And sharp shifts in Saudi Arabia’s spending priorities, the devaluation of the Egyptian pound, and persistent market inflation added to the complexities.

MAJOR PITCHES AMID UNCERTAINTY Specifically, within our sector, major pitches occurred this year in MENA, with agencies defending or pitching businesses worth more than $1bn in media billings. In the face of considerable hurdles, the MENA media industry underwent a dramatic transformation in 2024.

Despite challenges, our region emerged as one of the highest-growing markets for media investment in 2024, according to our GroupM global This Year Next Year (TYNY) report, outperforming the report’s estimated media ad spending growth of 9.5 per cent. While some projects saw reduced spending, others emerged to compensate for these losses.

RISE OF REGIONALLY BASED AGENCIES AND LOCALISED CONTENT Brand agencies reclaimed their strategic position as new companies emerged, especially in Saudi Arabia, increasingly favouring integrated service models over siloed approaches. This opened doors for local agencies to emerge as formidable competitors developing comprehensive service offerings.

The shift was particularly notable in the Kingdom, where government initiatives actively supported agency growth, influencing client preferences and market dynamics. MENA-based agencies have increased emphasis on locally produced content, especially during Ramadan, leading both international and local brands to invest more in market-specific content rather than only solely relying on global assets.

OUTBOUND MEDIA SPENDING TRENDS Nevertheless, outbound media spending, targeting Europe, the US, China and Russia, is still significantly higher than local spend, especially for local advertisers in UAE, Qatar and Saudi Arabia. And this is not only on global tech platforms, but it is visible on traditional channels such as out-of-home (OOH) billboards and global TV stations.

ADVANCING MEASUREMENT STANDARDS To complement the growth potential of connected TV and digital OOH (DOOH), the industry pushed this year for better measurement standards, particularly in TV, DOOH and social media. Cross-platform measurement became a key focus, with new solutions emerging for the regional market.

In traditional media, the long-awaited ‘people

CHALLENGE MEETS GROWTH GroupM MENA’s Amer El Hajj sums up the key learnings and themes from the past 12 months. meter’ introduction and adoption in Saudi Arabia brought new dimensions to the TV landscape. Advertisers and broadcasters now need to reconcile two different methodologies – computer-aided telephone interviews (CATI) and people meters – especially regarding Saudi station spillover viewership in MENA and optimising local stations for incremental reach in these local markets.

DIGITAL TRANSFORMATION CONTINUES TO ACCELERATE As a result, budget allocation shifted significantly as digital transformation accelerated across sectors. Traditional media remained relevant but required more integration with digital channels.

DOOH saw substantial growth, particularly in UAE and Saudi Arabia, with increased real-time buying capabilities and better measurement solutions. However, this medium still needs major infrastructure developments and smart city initiatives to enable true real-time bidding capabilities.

GAMING AND FANDOM Gaming has emerged as a transformative force in the MENA media landscape during 2024, particularly in Saudi Arabia. The region hosted high-profile gaming events like the Esports World Cup, showcasing the Kingdom’s commitment to becoming a global hub for gaming and esports. Significant partnerships between gaming platforms and local entities further underscore the sector’s growing importance, with brands increasingly recognising gaming as a vital channel for engaging younger audiences.

Sports marketing has also witnessed remarkable growth, driven by major investments in Saudi Arabia and Qatar.

Landmark events, such as Saudi Arabia’s successful bid to host the FIFA World Cup 2034

‘‘CHALLENGES FROM 2024 WILL SERVE AS CATALYSTS FOR FURTHER INNOVATION AND RESILIENCE. 2025 WILL BE A YEAR OF EVOLUTION.”

and the Grand Prix, have attracted global attention and participation. This will only accelerate, and we will see unprecedented growth through high-profile events, sponsorships, and innovative activations.

EVOLUTION OF RETAIL The retail media landscape transformed significantly as major regional retailers developed their own media networks.

Traditional retail groups invested heavily in digital capabilities, creating new opportunities for targeted advertising and shopper marketing.

The data landscape evolved significantly, marked by aggressive competition for firstparty data partnerships with retailers.

E-commerce will continue to evolve, integrating social and live-shopping while sharpening its focus on measurement and attribution.

AI VS REALITY AI has seamlessly integrated into our daily lives, becoming a cornerstone of every strategy we implemented this year.

While AI was a prominent topic in 2024, its transformative benefits are still in the early stages in the region.

Looking ahead, we anticipate AI and machine learning will intensify and automation will increase numerous aspects of our operations, enabling marketers to shift their focus toward more business growthrelated initiatives. In turn, agencies will be able to foster stronger client relationships.

As we look towards the new year, the MENA media industry is poised to sustain its momentum; it’s an exciting time to be in media in MENA, with some of the fastest growth rates in the world, and enormous opportunities for transformation and innovation to come. Challenges from 2024 will ultimately serve as catalysts for further innovation and resilience. 2025 will be the year of evolution, driven by adaptability and a steadfast focus on growth.

By Amer El Hajj, CEO at GroupM MENA

PARTNER CONTENT

December 19, 2024

07

Redefining B2B marketing in the digital age Al Masaood Power Division’s Hedaa Ashraf Ismail reveals how business-to-business marketers can create meaningful, lasting connections that go beyond simple transactions.

A

s industries increasingly shift online, business-to-business (B2B) marketing is evolving rapidly to meet the unique demands of complex business ecosystems. Traditionally, digital marketing strategies were tailored for businesses-to-consumer (B2C), focusing on quick and direct customer engagement.

But B2B marketing requires a different approach that considers longer sales cycles, multiple decision-makers, and diverse industry requirements. Successful digital transformation in B2B isn’t simply about adopting new tools; it’s about reimagining how businesses connect with their audiences, refining user journeys, and building valuable, long-term relationships.

Leveraging data insights: tracking and CRM integration Data is at the heart of modern B2B marketing.

Implementing tracking systems and CRM tools allows businesses to monitor interactions, gain insights into customer behavior, and build dynamic databases that evolve with the market.

With data, marketing teams can continuously adjust their strategies in real-time, responding to shifting needs and preferences.

Adapting strategies through real-world insights

One of the most valuable tools in B2B marketing isn’t digital. It’s real-world feedback. Sitting down with teams who interact directly with clients, such as sales or technical staff, can provide insights that data alone cannot. Conversations with these teams reveal unique perspectives on customer challenges, motivations, and expectations.

Integrating this real-world feedback into digital strategies creates a grounded approach that is in tune with actual customer needs. This ensures that digital strategies are not only data-backed but also experience-driven, adding an extra layer of depth and accuracy. For example, if a sales team reports that customers in a certain sector prioritise quick technical support, digital campaigns can emphasise customer service capabilities, aligning with what matters most to that audience.

Starting with a deep understanding of the B2B audience

In B2B, knowing your audience is critical and that audience is rarely straightforward. B2B customers are often part of a broader ecosystem, representing diverse sectors with specialised needs.

Unlike B2C, where campaigns target individuals, B2B marketers speak to professionals who may be part of lengthy, layered buying processes. To reach these buyers effectively, a deep understanding of their industries, challenges, and decisioninfluencing factors is crucial.

Before diving into digital strategy, it’s essential to spend time learning these details. For example, at Al Masaood Power Division, we recognised that understanding our customers required collaboration beyond the marketing team. By working closely with our sales team, those who interact directly with clients in sectors like marine, healthcare, data centers, and construction, we gained valuable insights.

Each sector has its unique priorities and pain points, and these insights helped us shape digital messaging and outreach to resonate with specific needs. This focus on audience understanding is the foundation for building effective, targeted digital strategies in any B2B setting.

Balancing digital and offline strategies for a holistic approach

Building a user-centric, data-driven foundation

A website in B2B isn’t simply a digital storefront; it’s a part of the customer journey. Often, it’s the first interaction potential clients have with the brand.

Creating a website that prioritises user experience (UX) and offers a clear, seamless navigation path is essential in B2B. Buyers expect to quickly locate relevant information, assess credibility, and explore solutions specific to their industry needs.

At Al Masaood Power, our digital approach centres on high standards for UX, ensuring that our website supports a user journey that is intuitive, informative, and tailored to multiple sectors.

This user-centered approach is about providing value and ease of access to information that supports decision-making. A thoughtfully structured, accessible website not only helps users find what they need but also strengthens the credibility of the brand, turning site visits into the first step in a potentially long-term relationship.

In a B2B context, this data-driven approach allows for strategic precision. By refining outreach based on insights from tracking systems and CRM analytics, businesses can better anticipate customer needs and align messaging to address them.

Running test campaigns helps refine these strategies, ensuring that each outreach is relevant, impactful, and timely. This focus on data keeps B2B marketing agile, enhancing both the relevance and the success rate of campaigns and allowing for the creation of a more personalised customer experience.

“Successful digital transformation in B2B is about reimagining how businesses connect with their audiences, refining user journeys and building long-term relationships.”

B2B marketing is often more effective when paired with offline efforts. B2B buyers, particularly in industries that deal with complex products or high-stakes decisions, often value face-to-face interactions and hands-on demonstrations. Digital tools can enhance reach and precision, but they can’t replace the trust-building power of personal relationships and direct interactions.

A hybrid approach that integrates digital strategies with offline initiatives offers the best of both worlds.

Digital marketing can support and amplify offline efforts, creating a seamless brand experience across all touchpoints. For Al Masaood Power, this means using digital tactics to support offline relationships that are already strong in our sectors.

Digital transformation in B2B marketing is both a challenge and an opportunity. With a deep understanding of the audience, a user-friendly digital foundation, data-driven insights, and a balanced digital-offline approach, B2B marketers can create meaningful, lasting connections that go beyond simple transactions.

The journey to digital success may vary across industries, but the pillars of effective B2B marketing remain the same: audience-centric strategies, commitment to continuous improvement, and a well-rounded mix of digital and human touchpoints.

By Hedaa Ashraf Ismail, Marketing Manager, Al Masaood Power Division

08

December 19, 2024

2024: A YEAR OF TRANSFORMATION, CREATIVITY AND AUTHENTICITY

Horizon Holdings’ Mazen Jawad discusses what makes people care and how to drive tangible change, and shares an optimistic take for 2025.

A

s the curtains draw on 2024, I find myself reflecting on a year that has been both challenging and inspiring. In an age when our digital footprints deepen with every passing moment, the way we connect, communicate and create continues to evolve.

The numbers alone are staggering – on average, we now spend more than six hours a day online. In the UAE and Saudi Arabia, it’s over eight hours, and in Egypt, just shy of eight hours. Saudi Arabia, a booming digital powerhouse, is becoming a vibrant player in this dynamic ecosystem.

Yet amidst this overwhelming sea of content, the real question we must ask is: What truly makes people care?

MAKING BRANDS MATTER IN A DISTRACTED WORLD Disruption and provocation used to be the holy grail for marketers, but today, those tactics often fall flat. People crave authenticity, creativity and connection. They want content that resonates, whether it’s encouraging them to buy a product, explore a service or join a movement.

But here’s the catch: while marketers demand immediate results from their investments, the rush for instant gratification can jeopardise a brand’s long-term value. This is where our role becomes critical.

We’ve worked relentlessly to help brands strike the delicate balance

between timeless brand building, timely activations to demonstrate how creativity is the most powerful tool we have to spark engagement and drive growth.

Take Saudi Arabia, for example: as one of the fastest-growing markets in the region, it has become a fertile ground for innovative campaigns that blend local insights with global aspirations. From crafting tailored social commerce experiences to embracing mobile-first strategies, this market embodies what’s possible when creativity meets action.

THE ART OF CUSTOMISATION IN AN AI-DRIVEN ERA This year, personalisation has taken centre stage. Whether it’s leveraging artificial intelligence (AI) to create hyper-targeted campaigns or working with micro-influencers to amplify genuine voices, the focus has been on making every interaction meaningful.

AI is no longer a tool of the future; it’s shaping the now. From audience profiling to performance measurement, it’s revolutionising how we understand and engage with people. Yet, as we integrate these technologies, we never lose sight of the human element – because at the heart of every innovation lies a desire to connect.

But AI isn’t the be all and end all – there’s always going to be a place for human creativity. One of my favourite

examples this year came from our global network’s work with Spotify.

Instead of relying on AI, the team at FCB New York used data not just to inform, but to inspire, when they coded an entire music video in an Excel spreadsheet, turning rows and columns into a canvas for creativity.

The video was directly sent to media planners who saw millions of data points transform into a four-minute music video when they opened the document. Without AI, they found an innovative way to ‘hack’ the media buying experience and connect with their audience, which has seen incredible results.

CARING FOR A NEVER FINISHED TOMORROW 2024 also reminded us of our shared humanity and the urgent need to take action. From environmental crises to wars and social upheavals, the challenges have been immense. But in the face of adversity, we have seen time and time again that creativity can be a force for good.

We’ve seen incredible campaigns that go beyond commerce to make a difference. In Egypt, our efforts freed thousands of women trapped by poverty-induced debt.

In the UK, we helped the British public ‘Get Comfortable’ with their bodily functions and spark a national conversation about bowel health, and our ‘Destination Pride’ Canadian initiative sparked global conversations across 92 countries and 46 languages.

This is what I’m most proud of — the ability of our people, our network, and our industry to drive tangible change and results. To care, create and, most importantly, connect.

LOOKING AHEAD As we step into 2025, I’m filled with optimism. The future isn’t something that happens to us, it’s something that we build. With every campaign, every story, and every innovation, we’re shaping a healthier, more connected, and more sustainable world.

We live and prosper through the successes of our clients and the aspirations of our communities.

From the UAE and Saudi Arabia to the farthest corners of the MENA region, we remain committed to unleashing creativity fueled by technology and data.

At FCB, we talk about being ‘Never Finished’, as we’re consistently on the hunt for the next breakthrough idea – because creative work is a continuous process, never truly finished but constantly evolving, especially in today’s fast-paced world. But this extends to the rest of the industry, as together we can use creativity as a catalyst for economic growth and social impact.

Here’s to another year of making a difference.

By Mazen Jawad, CEO, Horizon Holdings

PARTNER CONTENT

December 19, 2024

Porsche supercharges its brand experience with data

A

project that has been in the works over the last few months, Porsche is supercharging its digital future by reimagining its digital ecosystem to unify and elevate the brand experience across all dealer markets in the Middle East, Africa and India.

By developing and deploying bespoke business use cases to optimise and increase the business value and customer experience through its dealer markets, the ecosystem is categorised as a two-part solution under Data Driven Marketing (DDM) and Digital Event Management (DEM). The DDM will effectively focus on integrating the overall tech stack to ensure all of Porsche’s data in the region supports this aim.

Markus Peter, Marketing Director, Porsche Middle East & Africa said, “We are working closely with C2 Comms who have an innate understanding of Porsche’s business - brand and dealer markets, which are two sides of the same coin. This coupled with their martech expertise, we’ve charted a blueprint which seamlessly marries our future vision to deliver best in class customer experience across all our markets to support our dealers.”

essence of the work we are currently doing with Porsche,” said Roy Aftimos, CEO, C2 Comms.

The vision is to integrate Porsche’s existing and new age technology to unify customer behavioural data and equip the stakeholders with data driven insights to deliver measurable business decisions.

Antonio E. Mara, Digital Marketing Manager, Porsche Middle East & Africa, said, “The blueprint we’ve charted encompasses innovative digital solutions that will transform how we connect with our audience, by delivering best in class brand experience.

This proactive approach to reimagining what a martech solution can look like, will most definitely elevate Porsche’s output while setting new standards for the industry in the region.”

With a clear mandate to drive Porsche’s business and empower it to be future ready, C2 has deployed its proprietary methodologies and tech stack: ‘Native X’ at its heart.

The recently concluded edition of Icons of Porsche, the region’s biggest car festival focusing on automobiles, art and culture, was the first big milestone of the engagement. The DEM ecosystem was developed to manage the complete end to end access management for the event ranging from a distinctive online ticket sales solution, cross-functional real time planning dashboards for on-ground teams, vehicle management systems to an intricate omni-channel communication orchestration ecosystem to deliver the best-in-class experience ensuring guests truly enjoyed a unified experience all throughout.

“At C2 Comms we master technological innovation, strategic distinction, and provocative thinking to craft martech communication solutions that inspire and influence, ensuring our partners lead with purpose and impact. This is the very

As the curtains drop on the 4th edition of Icons of Porsche, focus will be to further develop, deploy and optimise future iterations of the DDM and DEM to ensure Porsche is true to its DNA and its tradition of innovation.

09

THE MAKING OF AN EXTRAORDINARY LEADER THE BUILDING OF A REMARKABLE NATION

ava i l a b l e at a l l m a j o r b o o k s t o r e s a n d o n b o o k s a r a b i a . co m

www.motivatemedia.com

MOTIVATEBOOKS

MOTIVATE_BOOKS

MOTIVATEBOOKS

PARTNER CONTENT

December 19, 2024

Yango Ads shares insights on the latest advertising solutions designed to effectively target tourists

W

ith a global footprint extending across more than 30 countries, Yango Ads has established itself as an active player in the tourism sector. The company regularly conducts research into trending destinations, analyses user inquiries, identifies strategic approaches to captivate travellers and more.

On December 9, Yango Ads hosted its third event in the series, the Hospitality Meetup in Riyadh, which brought together 40 key figures from the private sector of Saudi Arabia’s hospitality industry and government authorities.

Among other respectful guests at the leadership level were representatives from Red Sea Global, Diriyah Company and AlUla Development Company, who gathered to explore these experiences and the latest advertising solutions designed to effectively target tourists.

At the event, Malika Kennedy, Chief Business Development Officer of Yango Ads MEA, provided extensive insights on how hospitality businesses can improve their visibility through advertising solutions.

Hospitality Meetup in Riyadh held by Yango Ads on December 9.

She highlighted the potential for attracting new audiences, particularly from the CIS and Eastern Europe, and discussed ways to enhance the overall tourist experience. Capturing attention on these topics is closely linked to trends among travellers and the most effective advertising formats.

Creating strategies to connect with audiences from the CIS and Eastern Europe is becoming increasingly relevant. According to Yango Ads’ data shared by Ekaterina Budaragina, the Business Partner of Yango Ads MEA, this group includes more than 15 million potential travellers looking to go abroad. It reveals that the Middle East ranks among the top three destinations for CIS tourists. For instance, as of April 2024, 26 per cent of them chose the UAE as their travel option. Additionally, Saudi Arabia is also becoming increasingly popular among this audience, holding the Makkah region top queries rates.

Notably, 72 per cent of CIS travellers prefer trips lasting between one to two weeks, providing ample opportunity to explore a wide range of activities. While beach relaxation remains a priority among the activities, many travellers are eager to combine their seaside escapes with sightseeing and active recreation.

To effectively engage this audience, it is essential to recognise their information-seeking behaviors. Data shows that 40 per cent of CIS users primarily rely on search for travel information, while 34 per cent turn to reviews and videos, and 24 per cent consult Maps. During the event,

Malika Kennedy, Chief Business Development Officer of Yango Ads MEA, delivers the introductory address at the Hospitality Meetup in Riyadh.

Yango Ads also highlighted its partner network, demonstrating the specific search engines, messaging apps, travel classifieds, and other platforms that are popular in these regions.

Visual appeal is another crucial factor in attracting CIS and Eastern European tourists. Data shows that 72 per cent of users are attracted to advertisements featuring breathtaking destinations, while 62 per cent are particularly fascinated by images of the sea. Localisation also plays a vital role, as 56 per cent of this audience express a preference for advertisements presented in their native language.

That’s where Yango Ads’ Internal Creative Bureau (ICB) comes in handy. The service focuses on all kinds of localisation and creates a wide variety of digital materials like banners, articles, videos, and motion graphics in over 75 languages. This approach allows to develop unique creative ideas while managing campaigns and using AI in innovative ways to generate content.

Ekaterina Budaragina, the Business Partner of Yango Ads MEA, discusses ways to increase Saudi Arabia’s popularity among CIS tourists.

With these promising strategies and insights at hand, Yango Ads will further develop the company’s position as an innovator and a knowledge provider in the evolving hospitality landscape of the MEA region.

11

12

December 19, 2024

THE YEAR IN

REVIEW 2024 brought with it a mixed bag of major mergers, layoffs, boycotts, AI, gaming, esports and influencer marketing while geopolitical tensions, privacy concerns and procurement problems haunted the regional brand and marketing industry.

By Anup Oommen Q1 2024

T

hose of us who slept late during the wee morning hours of January 1, 2024, following the hours-long, Guinness World Record-breaking New Years’ fireworks display and drone show at the Sheikh Zayed Festival in Abu Dhabi, woke up to the harsh reality of the year awaiting us. A 7.6 magnitude earthquake struck Japan’s western coast, claiming 120 lives, even as the Israel-Hamas and Russia-Ukraine conflicts continued.

The month of January was hard one, especially for the tech industry. Google laid off hundreds of employees in its advertising sales team, following which Twitch cut approximately a third of its staff while parent company Amazon fired hundreds of people from its Amazon Prime Video and MGM Studio divisions.

Yet, amid the shakeups at the start of the

year, some major mergers were also announced. WPP, the world’s biggest advertising group, brought together its global PR networks BCW and Hill & Knowlton to form a single entity called Burson. In the same month, Arabian Contracting Services Co. revealed Al-Arabia Out of Home Advertising’s foray into the UAE market, being granted rights for outdoor billboards in Dubai worth more than $142mn.

Artificial intelligence (AI) also moved from riding shotgun to commanding the In July 2024, Google abandoned plans to eliminate steering wheel. third-party cookies.

In a first-of-its-kind experiment, French multinational advertising and PR company Publicis Groupe’s CEO Arthur Sadoun, along with his AI twin, the AI Directoire+ and AI Maurice, pushed the boundaries of AI video, storytelling and personalisation at scale. Publicis Groupe and Sadoun used AI to send 100,000 New Year messages: a personalised thank-you message to every employee, tailored to their interests as well as their language.

Later that month, the group also launched an AI-powered entity called CoreAI. In the world of creative campaigns and advertising, Reckittowned personal care brand Durex made waves within the historically conservative market of Saudi Arabia by beginning a youth movement. In partnership with VICE Arabia, Durex Records (or Tasjeelat Durex, as it is known in Arabic) was created to make the brand culturally relevant to the region’s youth and raise brand awareness.

Also making headlines in the Kingdom, football superstar Lionel Messi became the face of a global campaign for Saudi Tourism, while in the UAE, Sobha Realty unveiled a much-gawked-at 3D advertisement above Roxy Cinema at The Beach, JBR. Impact BBDO also became the talk of the town at the start of the year

December 19, 2024

with its Etihad Airways campaign that created 2,400 versions of an ad, each making a travel suggestion to the right person at the right time.

Getting the year rolling in the adtech realm, MBC Group’s Arabic streaming platform Shahid expanded its ad tech solutions to provide brands with targeted and tailor-made formats, while Meta discontinued a select group of detailed targeting options for ad campaigns, which the platform said relates to topics that people may perceive as sensitive.

In February, the US primaries began in full swing, Miley Cyrus won her first Grammy Award for ‘Flowers’, and the Taylor Swift global phenomenon was further fuelled with the artist winning the Record of the Year Grammy for a record fourth time.

Meanwhile, mergers and major movements in the Middle East marketing and advertising industry continued with Multiply Group buying out BackLite Media, LinkedIn launching the option of Arabic advertisements to improve engagement, and Adel Baraja taking the helm at Publicis Communications KSA. Japanese technology company Sony revealed plans to cut 900 jobs across its global workforce and also proposed the closure of its London Studio as part of the restructuring, while the Dutch owner of Yandex, a Russian multinational technology company and search engine, announced the sale of the company to a ‘fully Russian-owned entity’ for $5.2bn.

Another major trend that found strong footing in early 2024 was a move towards sports marketing and celebrities that resonated with local audiences. While adidas partnered with Saudi Arabian footballer Farah Jefry, the first Saudi woman to climb Mount Everest Raha Moharrak, and the first female professional tennis player in Saudi Arabia Yara Alhogbani for its global campaign, even brands not directly associated with sports got in on the action. For instance, Lay’s shot an ad with David Beckham that went viral and UAE luxury real estate

13

single Oscar. The emotions after the Oscars were much like those following the launch of the SpaceX Starship rocket, which launched successfully after two previous failed attempts, and reached an altitude of 200km only to be destroyed during reentry.

The region also welcomed a score of campaigns for Ramadan. Toyota and Serviceplan Arabia shared a comedic take on Saudi hospitality with a witty exchange between a group of youth and elders seated on the grassy corniche in Al Khobar. Lipton and Horizon FCB Dubai produced a film capturing a deeply cultural cup of tea for the early hours of suhoor. TAG Heuer tastefully shot ‘Time is a Gift’, showcasing Arabian heritage and tradition. And Mercedes-Benz’s campaign wished the world blessings, patience, generosity and hope to mark the holy month. The month also witnessed the continued trend of localised influencer marketing and celebrity-brand partnerships, with Saudi Arabia’s AlUla destination launching a scent in collaboration with 30 influencers, and the Saudi Badr family helping Hilton’s Destination Marketing Team win a top travel marketing award.

Cillian Murphy accepts the Oscar® for Actor in a Leading Role during the live ABC telecast of the 96th Oscars® at the Dolby® Theatre at Ovation Hollywood on Sunday, March 10, 2024.

brand Sobha Realty expanded its partnership with Arsenal Football Club.

In terms of out-of-the-box creative campaigns, Burger King picked an entertaining fight with McDonald’s through a mockumentary campaign that asked Whopper lovers to change the name of an island from McDonald’s to ‘Whopper’. Also, Heinz launched the world’s first ketchup insurance policy.

March offered another mixed bag of Bertie Bott’s Every Flavour Beans for those savouring 2024. Cillian Murphy fans rejoiced his first win at the Oscars for his part in Christopher Nolan’s Oppenheimer, which won seven Oscars, while Barbie – a movie of mixed reviews – bagged only a

April 2024 brought with it the heaviest recorded rainfall in the UAE’s history.

Q2 2024

J

ust when the year seemed to have stabilised, 2024 threw a few curveballs to liven up the mix. April brought with it the heaviest recorded rainfall in the UAE’s history. Each and every one of us in the UAE who endured that month has memories that will last a lifetime. These are memories of resilience as the UAE government, emergency first

‘‘A MAJOR TREND THAT FOUND STRONG FOOTING IN EARLY 2024 WAS A MOVE TOWARDS CELEBRITIES WHO RESONATED WITH LOCAL AUDIENCES.”

14

December 19, 2024

The UAE welcomed its first AI influencer, Mayaseen.R., in April 2024.

responders, friends, family, colleagues, and even strangers stepped up to help those of us stranded in cars, flooded villas, apartments without electricity or water, and to share groceries and essentials as the UAE bounced back to normalcy in a matter of days.

Meanwhile, across the oceans, Tesla laid off its marketing team, continuing the run of tech layoffs around the globe, while Eye Studio, a creative agency specialising in CGI animations and ‘fake-out-of-home’ (FOOH) experiences, gained global recognition for partnering with Pepsi on a stellar global rebrand.

Bringing together two major themes from 2024 – artificial intelligence and influencer marketing – the UAE welcomed its first-ever AI influencer, Mayaseen.R., developed by Radix Media MENA. In the same month, Qatar Airways also unveiled the ‘world’s first AI digital human cabin crew’, Sama 2.0.

In line with the growing demand for influencer marketing, MCN launched its influencer practice in April, designed “to deliver richer, more impactful campaigns for our clients that foster genuine and long-lasting connections with their consumers,” according to the CEO of MCN, Ghassan Harfouche.

Amidst this boom in AI and influencer marketing, CMO round table conversations from Dubai Lynx in March carried into ongoing industry chatter in April, calling for greater care to be given to brand safety and suitability as well as a greater focus on clicks and transactions that go beyond attention-grabbing novelty and creativity.

Before reaching the midway point in the year, several agency leaders spoke to Campaign Middle East about the pitching problem. They said, “The request for proposal (RFP) comes in. Lots of resources are quickly mobilised to work on the pitch. Often the deadline is tight, meaning late nights and lots of stress. The pitch is delivered. The best case scenario, an agency secures a new client, but more

often than not they get ghosted and nothing happens. There’s often no feedback, no announcement of who won the tender, and in the worst examples, the ideas pitched are ‘borrowed’ without any form of recognition or payment.”

When Campaign Middle East spoke to client-side marketers, they had similar concerns about procurement. They said that most often it takes an agency six-eight months to understand the brand. However, if agency agreements are drawn up only for a year or a year and a half purely to save on cost, the vision is narrowed to short-term KPIs, briefs and campaign performance rather than focusing on customer experience and the long-term brand.

Global layoffs continued to send shivers down the market in May, with Pixar Animation Studios letting go of 14 per cent of its workforce and TikTok reportedly firing its support, communication, content and marketing staff. Yet, for people developing a thicker skin to such news, there were plenty of other distractions.

Abu Dhabi-owned Manchester City became the first team in the 136-year history of the football league to win the Premier League four consecutive times, and Xabi Alonso-led Bayer Leverkusen beat all records across European association football, completing a streak of 51 unbeaten games.

The Met Gala in New York turned heads in May as much as Norah, the first film from Saudi Arabia to screen as part of the

A global CrowdStrike outage affected 8.5 million Microsoft systems worldwide and disrupted several sectors across the globe in July 2024.

‘‘GLOBAL LAYOFFS CONTINUED TO SEND SHIVERS DOWN THE MARKET MID-YEAR WHILE THE PITCHING PROBLEM PERSISTED.”

Cannes Film Festival’s official calendar.

Meanwhile, Turkey suspended all trade with Israel due to the ongoing Gaza conflict and consumers from around the region had their say in a YouGov survey about boycotting brands, with 53 per cent of consumers in Saudi Arabia and 45 per cent of consumers in the UAE stating that a brand’s stand on political and social issues that is against their view is the biggest cause for them to boycott the brand. Restaurant and fast-food brands are the heaviest hit by boycotts, the survey revealed.

Some other major news in May included Havas acquiring omnicommerce specialist Liquid Retail to strengthen its e-commerce and retail media capabilities; Omnicom appointing Mazen Abd Rabbo as Senior Vice President of the newly formed Omnicom Qatar; Publicis Sapient appointing Ashwaq Al Shathri as Country Managing Director for Saudi Arabia, bringing digital innovation and AI solutions to the Kingdom’s digital business transformation journey; and Socialeyez winning the Emirates NBD and Emirates Islamic Bank competitive pitches for strategy development, social media management, content creation and in-depth analysis.

Proving the incredible growth and unprecedented focus on AI in 2024, Nvidia surpassed Microsoft as the world’s most valuable publicly-traded company, with its market cap exceeding $3.34tn in June 2024. In the same month, other conversations dominating the market included Real Madrid winning its 15th Champions League title and Narendra Modi being sworn in for his third term as Prime Minister of India after winning the elections.

Campaign Middle East also witnessed a new editor take the helm, just as conversations from The Cannes Lions Awards 2024 reached the shores of Dubai.

The Middle East region put on a decent show at The Cannes Lions, collectively lifting 23 metal cats, including one Grand Prix, three Gold Lions, five Silver Lions, and 14 Bronze Lions. Winning agencies from the UAE included Impact BBDO, Leo Burnett MEA (Middle East & Africa), FP7 McCann, Saatchi & Saatchi MEA, MullenLowe MENA, McCann Health, and Serviceplan Group Middle East, alongside the brand Floward MENA. The UAE’s collective success also saw the nation climb three spots on the worldwide Cannes Lions ranking, claiming the eighth spot, up from its 11th position in 2023.

Following Cannes, casual chats about Elon Musk attempting to ‘extend the olive branch to advertisers’ at the The Palais and the Rotunda carried over into informal coffee chats with the Campaign Middle East team.

Several leaders voiced their opinions about a rapidly changing industry and the need to change with it. Discussions revolved around how the roles of CMOs are changing, the ubiquitous problems of procurement and pitching, the balance between AI and human skills, and how Gen Z and millennials have changed the traditional understanding of target

December 19, 2024

15

‘‘THE REGION WITNESSED A GROWING FOCUS ON LOCALISATION, AND CULTURALLY RELEVANT AND CREATIVE STORYTELLING.”

Brands such as BYD (seen on the digital screen in the background) sponsored the UEFA Euro 2024 football championships.

markets, brand messaging and content consumption – forcing marketing leaders to be agile, nimble and flexible.

Conversations also circled around how brands and agencies ought to understand and embrace creative and culturally relevant storytelling. Authenticity, personalisation and a down-to-earth understanding of the local market was also emphasised. Leaders called for the industry to make an effort to figure out the nuances of Arabic dialects, the deep pride in societal values, and the respect due to a region rich in heritage and history.

Spotify exemplified this perfectly with a campaign inspired by the Arabic word, “Tarab”, shedding light on the deep emotional connection that exists between Saudi music fans and Khaleeji music, available on a modern tech platform powered by personalisation.

In June, Burson officially rolled out globally and GroupM MENA announced a slew of business wins. Also, the industry mourned the loss of marketing veteran and Impact BBDO founder Alain Khouri.

disrupted several sectors across the globe.

In the Middle East, Digital Media Services (DMS – a Choueiri Group brand) finalised a sales partnership with Pinterest to expand the brand’s digital advertising solutions to key MENA markets, including Algeria, Bahrain, Egypt, Iraq, Kuwait, Oman, Qatar, Saudi Arabia and the UAE. The partnership offers advertisers the opportunity to find and connect with their audiences using the platform’s performance advertising solutions.

In other news, Dubai ranked second on a global list of top cities for marketing careers, based on job opportunities, salaries, living costs and safety. Building on the trend of localisation, creative storytelling, and its effect on brand

outcomes, two campaigns stood out in the region in July: a Five Guys campaign about its new store launch at the Dubai International Airport garnered 11 million views, while a campaign by Division for Nissan delivered 96 million impressions and watch hours equivalent to more than 30 years thanks to a collaboration with Saudi content creator ShongXBong.

KFC also leveled up its Play KFC platform with a catchy campaign called ‘The Original Gamechangers’ featuring female gamers in Saudi Arabia. The campaign, which won an award at Athar Festival, tapped into the key trends of esports, local and culturally relevant influencers and gender equity at a critical time when the Esports World Cup was gaining ground. Pizza Hut and Chupa Chups also took their brands into the gaming space with a presence in Roblox, while an STCPlay campaign challenged age, gender and profession stereotypes within the gaming space during the year.

It’s no surprise that sports marketing stole the spotlight in July and August.

Spain clinched the UEFA Euro 2024 and Paris Olympics 2024 double, Novak Djokovic completed his Career Golden Slam with his first Olympic medal weeks ahead of his scheduled visit to Saudi Arabia, a score of local influencers jumped onto the air pistol trend obessesed with South Korea’s Ye-ji Kim and Turkey’s Yusuf Dikec, and the Esports World Cup reached its crescendo in Riyadh.

There’s no doubt about it: sports marketing in the Middle East has

Q3 2024

T

he world turned upside down (or the right side up, depending on your perspective) halfway through the year. Biden dropped out of the US Presidential race in July; Google abandoned plans to eliminate third-party cookies; Donald Trump survived an assassination attempt; and a global CrowdStrike outage affected 8.5 million Microsoft systems worldwide and

Impact BBDO lifted the Lions Health and United Nations Foundation Grand Prix for Good in 2024.

16

December 19, 2024

The Esports World Cup in Saudi Arabia took the brand and marketing world by storm in July and August 2024.

grown into a blend of ambitious vision, substantial financial investment, economic diversification in action, and strategic partnerships. The region has witnessed the rise of sports influencers, brand-building collaborations, sponsorship deals, naming rights, merchandising, intellectual property (IP), media and broadcast tie-ups, record viewership numbers, and die-hard sports fan community bases.

Esports and gaming are merely a natural progression to this trend. It’s no surprise that some of the most recognised brands in the region, including STC, Qiddiya, Nestlé, Amazon and Adidas, among many others, partnered with Esports World Cup (EWC) through sponsorships, naming rights, activations, productions, booths, campaigns and more.

Other trends that emerged in the market through July included weatherresponsive ads by McDonald’s; TikTok Trends as a form of payment at Pizza Hut; sitcom-inspired ads made by Uber; mixed-reality Harry Potter-esque videos on paper by Sharaf DG and Flam; and a back-to-school campaign shot completely

by GenAI for Chalhoub Group’s designer fashion outlet, The Deal, which used large -language model (LLM) text-to-picture generation for its campaign, eliminating the need for planning, casting, shooting, models, photographers and physical locations. One trend that we were happy to see fade into oblivion was ‘demure’.

In September, American rock band Linkin Park came out of its coccoon after a seven-year hiatus, announcing a studio album, a worldwide concert tour, and introducing Emily Armstrong as the band’s new co-vocalist. This wasn’t the only appointment of note in the month.

In the Middle East, founder and erstwhile head of Asda’a BCW Sunil John took the helm at Stagwell MENA to spearhead its regional presence.

Volkswagen revealed the appointment of Virginie Ludmer as its Head of Marketing,

‘‘OTHER TRENDS THAT EMERGED IN THE MARKET INCLUDED WEATHER-RESPONSIVE ADS, SITCOM-INSPIRED ADS AND MIXED REALITY ADS THAT OFFERED VIDEOS ON PAPER.” and AW Rostamani Group appointed Sara O’Hara as its Chief Marketing and Communications Officer. While questions were raised about whether Linkin Park’s new female vocalist could live up to the legacy of male vocalist Chester Bennington, we at Campaign Middle East decided to take a closer look at DE&I within the industry as part of our Women in Advertising series.

We made a conscious decision not to go ahead with it as a perfunctory practice or a superficial gesture. We agreed to listen to what women in advertising had to say in their own words, the way they wanted to say it. We asked them about how the needle has moved on diversity, equity and inclusion (DE&I) within the Middle East industry, and welcomed all honest and

Adidas partnered with Raha Moharrak, the first Saudi woman to climb Mount Everest.

unfiltered opinions – the great, the good, the bad, and the unfortunate.

Speaking of the unfortunate, Elon Musk’s X (formerly Twitter) sued the Global Alliance for Responsible Media (GARM), a nonprofit founded to help brands avoid having their advertisements appear alongside illegal or harmful content. GARM shut down after the lawsuit claimed that the group illegally conspired to boycott advertising on X. It’s no surprise, then, that in September, Kantar’s Media Reactions 2024 report revealed that a net 26 per cent of marketers planned to reduce X ad spend in 2025, the biggest recorded pullback from any major global ad platform. Marketer confidence in X declined significantly in the past year, driven by brand safety concerns and poor perceptions around innovation and trust.

Meanwhile, in the same month, Instagram introduced teen accounts for users under the age of 18 that will be private by default, limit ‘sensitive content’ and allow parents to view contacts.

Also, in September, His Highness Sheikh Mohammed bin Rashid Al Maktoum, the Ruler of Dubai and Vice President and Prime Minister of the UAE, created the Mada Media company, a private joint-stock company (PJSC), which was tasked with managing, developing, and operating advertising sites; investing in advertising technologies; conducting research; and ensuring regulatory compliance.

Dubai’s Roads and Transport Authority (RTA) and Dubai Municipality, under the concession agreement, delegated their advertising-related functions and permit issuances to Mada Media, marking a major change within outdoor advertising.

December 19, 2024

Q4 2024

A

t the time of writing this article, Syrian rebels had seized the capital of Damascus, ousting President Bashar Al-Assad; news about the merger between Omnicom and InterPublic Group (IPG) had just broken across the globe; and social media was rife with reactions about Edelman laying off 330 staff. Donald Trump was officially declared President-elect of the United States. Before brands and advertisers began to decide on their marketing budgets for 2025 and the allocation of budgets for media, channels and platforms across their marketing mix modeling (MMM), Campaign Middle East decided to bring the conversation back to purpose and promises made.

We raised the question of whether the time has come for sustainability, purposedriven marketing and ethical business practices to become non-negotiable. In a world obsessed with AI, performance marketing, short-term campaign goals, measurement, creativity and influencer marketing, the implementation of value and longer-term, brand-based goals such as purpose and sustainability has got sidelined. Despite mandated environmental, sustainability and governance (ESG) requirements, the transition to a sustainable world doesn’t seem to be going according to plan. Many companies that shared boundless excitement a few years ago are reportedly reassessing, adjusting and – in some cases – retracting their sustainability commitments, according to a Bain & Company report. It’s become clear that despite a lack of positive movement toward sustainability and transparent ESG reporting, there’s a clear appetite within the market for it.

Some brands have taken a step forward, setting an example for others in the market. In October 2024, L’Oréal Middle East pledged actions towards a sustainable future at its For The Future 2024 summit, going beyond commitments to reduce plastic and water waste, and to actively fight climate change and champion women’s empowerment.

Several leaders within the market have shared how sustainability and ethical marketing are foundational to building a brand that resonates with conscientious consumers and withstands the test of time. As consumers increasingly demand authenticity, the emphasis on ethical marketing becomes imperative, prompting brands to align their messages with their values genuinely.

However, achieving these ambitious sustainability goals and maximising brand impact necessitates effective measurement tools. The latest analytical frameworks and AI-driven dashboards offer invaluable insights into consumer behaviours and preferences, facilitating the calibration and optimisation of marketing strategies. Taking big strides in the sophistication of audience measurement solutions, Campaign Middle East carried a detailed piece on why MBC Media Solutions (MMS) chose to adopt the

newly introduced TV and streaming audience measurement tool, KSA TAM, which provides an accurate and comprehensive view of audience behaviour across screens, following the decision by the General Authority of Media Regulation established KSA TAM as the official national benchmark for audience measurement in Saudi Arabia. KSA TAM tracks granular audience engagement, providing a holistic view of content consumption patterns and allows for post-campaign evaluation, offering insights into audience behaviour and demographics, and enhances the understanding of TV consumption.

Campaign Middle East also reported on key messages shared by industry leaders at top events such as the Athar Festival in Saudi Arabia, which called for creativity and culture to be amalgamated within marketing. CMOs emphasised that marketing needs to go beyond merely ‘selling things’ to find purpose, propagate brand values, solve problems, and narrate relatable stories.

In terms of industry events, we also witnessed some big announcements in Q4 2024, with Cannes Lions introducing award criteria updates, and Dubai Lynx evolving into a year-round platform for progress; an ongoing, collective movement that resonates with the transformative change within the MENA creative industry. Brands also hit home runs with celebrity partnerships in the final quarter of the year with e& by Etisalat featuring a lineup of international celebrities, including Jason Statham, Shah Rukh Khan, Lewis Hamilton, Megan Fox, Amina Khalil and Ismail Matta, and Hollywood couple Chris Hemsworth and Elsa Pataky teaming up with Experience Abu Dhabi to showcase the city’s offerings.

An integrated campaign from the region also created a huge buzz globally. This was the UAE’s ‘Bring Your Impossible’ campaign, spearheaded by the UAE Government Media Office and Impact BBDO, with a short film featuring Idris Elba and produced by Film Pudding at its centrepiece, coupled with powerful OOH ads in the US, UK, France, Switzerland and Germany as well as during a striking Manchester derby game at Wembley.

In terms of accounts awarded in Q4 2024, Unilever stole the show, splitting its media account across six rival agencies.

The brand picked major holding groups in different markets, including Mindshare (WPP), OMG (Omnicom Group), Initiative (Interpublic Group), Havas Media (Havas), Publicis Media (Publicis Groupe) and Dentsu. Omnicom Media Group and Initiative were chosen to handle the account in the MENA region.

Campaign Middle East spun out a

17

Donald Trump won the 2024 US Presidential Election and was officially declared President-elect of the United States.

‘‘DESPITE MANDATED ESG REQUIREMENTS, THE TRANSITION TO A SUSTAINABLE WORLD DOESN’T SEEM TO BE GOING TO PLAN.”

well-received series of video podcasts, bringing government entitites, brands, agencies, platforms and adtech players together to debate real issues and find the balance between ‘strategy and sales’, ‘performance and brand’, ‘traditional and digital’, ‘human and AI’, ‘competition and cooperation’ and ‘creativity and business outcomes’ as well as the ‘long and the short’.

A few top themes stood out in these conversations: community, collaboration, insights and inspiration. CMOs have stated that the time has come to address the biggest elephant in the room: procurement. Pricing structures and payments remain a pain point, while deadlines and margins are getting tighter, resulting in a clarion call from leaders for greater collaboration, a how-to guide on navigating the regulatory landscape, and attempts to work together to build a more sustainable ecosystem.

In conclusion, marketers and agencies have their work cut out for them.

Marketers today face a myriad of concerns that are pivotal to their success and overall brand reputation. Foremost among these is the need to maintain consumer trust in an era when data privacy and security are of paramount importance. They must balance between personalisation and privacy, ensuring they respect consumer data while delivering tailored experiences.

Some things haven’t changed. Certain ‘New Year resolutions’ made in 2024 need to be revisited in 2025: The industry needs to develop adeptness in managing multichannel strategies. It must continue to leverage technology to engage audiences effectively.

Marketers must also address the growing consumer demand for brand transparency and authenticity, particularly concerning ethical practices and sustainability. Finally, they must remain agile in a fast-paced market, anticipating trends, and adapting strategies to stay relevant and competitive.

Here’s wishing the industry a fruitful and fantastic 2025.

20

December 19, 2024

December 19, 2024

The third edition of Campaign Middle East’s Agency of the Year Middle East awards was held on 12 December 2024 at The Westin Mina Seyahi in Dubai. We received a record number of entries with participation from 91 unique agencies – the highest ever in the awards’ history – marking a 75 per cent increase in submissions compared with 2023. Of these, 75 agencies were shortlisted and winners were handed trophies across 36 categories on the night of the awards by judges, sponsors and members of the Campaign Middle East team.

CONGRATULATIONS TO ALL THE WINNERS.

21

22

December 19, 2024

CREATIVE AGENCY OF THE YEAR BROUGHT TO YOU BY

Publicis Groupe – Saatchi & Saatchi Middle East

H

ow does this award reflect the culmination of your efforts in 2024?

Ramzi Sleiman, Regional Managing Director, Saatchi & Saatchi Middle East: The past few years have been about planting the right seeds – talent that thrives, client relationships that last, and a culture that puts people first. But it’s not just about planting; it’s about showing up every day, turning a growth mindset into muscle memory.

That’s how you build something real.

As you soak in the win, what top learnings from 2024 will you take into the year ahead?

Sebastien Boutebel, Chief Creative Officer, Saatchi & Saatchi Middle East: Brands should matter in culture – or why bother? Whether it’s challenging the status quo, sparking controversy for the greater good, or diving into cultural niches, brands need to stand for something. As a creative agency, our job is to build real connections between brands and people, finding bold, unexpected ways to make brands part of everyday life.

What do you think the industry needs to change or fix on priority in the months ahead?

Boutebel: The industry needs to stop settling for “good enough.”

Too much of the work out there feels like filler – safe, formulaic, forgettable. Creativity has been commoditised, and agencies are playing it small, pandering to procurement rather than pushing for bold ideas that make people care. What needs to change? We need to stop treating creativity as a line item and start putting it back where it belongs: at the centre of everything. It’s time to break out of our comfort zones, challenge the formulas, and create work that demands attention. Clients don’t need more mediocrity – they need ambition, originality, and work that’s worthy of people’s time.

How has the balance between purpose and profits contributed to your successes over the past 12 months?

Nathalie Gevresse, CEO, Publicis Communications UAE: In our industry, money still sounds like a terrible word. But profit and purpose are not mutually exclusive; they are complementary.

Purpose or passion defines our reason to exist – what we want to be and bring to the world. Profit defines what we do and what we want to achieve together.

At Saatchi & Saatchi, we constantly strive to balance these inseparable and sometimes contradictory opposites by aligning business objectives with our creative values. Purpose engages consumers to care about and associate themselves with the brand, and once that connection is built, profits naturally follow. We foster a culture that nurtures personal development and innovation while staying financially sustainable and generating growth.

Purpose also applies to the agency itself. Our purpose is to grow talent and work toward a common goal of creative excellence and effectiveness – it’s our North Star.

This commitment to purpose drives us to develop transformative creative ideas that reshape our clients’ businesses, brands, and reputations – and our clients have recognised this. We foster creativity and innovation in an environment aligned with shared values: freedom, bravery, and agility. Not only does this allow us to attract and retain the best talent both globally and regionally, but it also ensures that passion fuels creativity without compromising profit-driven goals.

In your opinion, what do consumers really want, and how can agencies help brands meet this need?

Boutebel: Consumers want to feel seen, not sold to. They crave authenticity, solutions, and brands that get them. Agencies win by turning insights into stories that hit home – bold, human, unforgettable, at times, controversial. It’s not just about selling; it’s about making brands impossible to ignore.

What are the key facets to securing client wins and sustaining client retention?

Sleiman: Winning clients is about clarity, chemistry, and conviction.

Retaining them? That’s all about delivering impact, staying indispensable, and always thinking one step ahead.Be a partner, not a vendor. Solve problems they didn’t know they had. And most importantly, make the brand ethos the true hero.

Bassem Yousri, Head of Agency Partnerships of Yango Ads, which sponsored the awards, presented the Creative Agency of the Year award to Saatchi & Saatchi Middle East from Publicis Groupe.

December 19, 2024

23

The Wavemaker MENA team celebrated the Media Agency of the Year, handed over by Ziad Khammar, COO at DMS, which sponsored the awards.

MEDIA AGENCY OF THE YEAR BROUGHT TO YOU BY

Wavemaker MENA

Marc Ghosn, CEO at Wavemaker MENA

H

ow does this award reflect the culmination of your efforts in 2024?

This award is a true testament to the extraordinary efforts of our team and the culture of collaboration we’ve built. Over the past year, we’ve transformed Wavemaker MENA with the support of GroupM MENA practices, delivering standout campaigns like AIdriven solutions for clients such as Perfetti Van Melle; commerce strategies for L’Oréal; and esports for Mentos. All the while strengthening client trust. All this in a single year reflects the power of teamwork and our commitment to excellence.

As you soak in the win, what top learnings from 2024 will you take into the year ahead?

Fast adaptability and embracing disruption have become the new normal. This year, we successfully leveraged latest technologies like AI, Amazon Live Commerce, and our outcome-based influencer solution GOAT, while capitalising on emerging trends in sports marketing and esports. These innovations not only helped us deliver tailored solutions but also drove multiple client success stories. Agility and alignment alongside our client goals were key drivers of success.

How has the balance between purpose and profits contributed to your successes over the past 12 months?

Our guiding principle of ‘Positive Provocation’ enables us to drive meaningful growth for our clients while staying true to the values that matter most to them. Balancing purpose and profits has always been a key factor to our success. By aligning our strategies with our clients’

purpose, we’ve been able to craft campaigns that don’t just drive financial success, but also resonate with audiences on a deeper, more emotional level.

Whether through sustainability initiatives or socially responsible campaigns, we are proving that purpose can be a powerful contributor to profit. Both we and our clients share a common purpose: to add genuine value to people’s lives. This alignment has been pivotal in driving both brand loyalty and financial returns over the past year.

What do you think the industry needs to change or fix on priority in the months ahead?

Transparency and sustainability are critical. Consumers demand accountability and ethical standards, and the industry must respond by prioritising clear communication, adopting greener practices, and driving inclusive marketing. Stronger collaboration between agencies, clients, and tech providers is also essential to ensure innovation serves real needs. As we’ve seen with Amazon Live Commerce and our GOAT influencer solution, partnerships drive impact when executed transparently and purposefully.

In your opinion, what do consumers really want, and how can agencies help brands meet this need?

Consumers increasingly seek authenticity, convenience, and personalisation. They want brands to understand their values, speak their language and deliver relevant experiences. Instead of simply localising global campaigns, the future of effective marketing lies in developing ‘homegrown’ campaigns that are deeply rooted in local insights. By focusing on the specific needs, values, and cultural nuances of a particular market, brands can create more authentic, relevant, and resonant messaging. This approach fosters stronger connections, builds trust, and ultimately drives better results, as it speaks directly to the audience’s unique lived experience, rather than relying on a generic global message.

What are the key facets to securing client wins and sustaining client retention?

Trust, innovation, and collaboration are essential. A deep understanding of client challenges and delivering tailored solutions that meet business goals.

What are your agency’s New Year’s resolutions for 2025?

In 2025, we aim to accelerate our momentum. This means continuing to innovate, fostering deeper client partnerships, and putting people at the centre of everything we do. We’ll focus on building a collaborative culture, living by our values, and delivering purpose-driven solutions that drive meaningful change.

MARK YOUR DIARIES WITH OUR MUST ATTEND AWARDS, BRIEFINGS AND INDUSTRY ROUNDTABLES

EVENTS CALENDAR FEB 2025

MAR 2025

APR 2025

OCT 2025

SEPT 2025

MAY 2025

CAMPAIGN BREAKFAST BRIEFING (DUBAI, UAE) Ramadan Advertising & The Year Ahead

CAMPAIGN SAUDI BRIEFING (RIYADH, KSA) Media & Marketing

CAMPAIGN BREAKFAST BRIEFING (DUBAI, UAE) Talent & Technology

CAMPAIGN BREAKFAST BRIEFING (DUBAI, UAE) The Future is Now

NOV 2025 CAMPAIGN BREAKFAST BRIEFING (DUBAI, UAE) Out of Home 2026

SCAN HERE

CAMPAIGN CMO ROUNDTABLE (DUBAI, UAE)

CAMPAIGN SAUDI BRIEFING (RIYADH, KSA) Strategy & Technology

DEC 2025

CAMPAIGN AGENCY OF THE YEAR MIDDLE EAST AWARDS (DUBAI, UAE)

campaignme.com/events For event sponsorship and more details, contact nadeem@motivate.ae | tarun.gangwani@motivate.ae

Presented by

December 19, 2024

25

Create. Group posed for a photograph on stage after picking up the Digital Agency of the Year award from awards sponsor Sherry Mansour, Managing Director – MENAT at Seedtag.

DIGITAL AGENCY OF THE YEAR BROUGHT TO YOU BY

Create. Group

Tom Otton, CEO, Create. Group

H

ow does this award reflect the culmination of your efforts in 2024?

Our team has worked tirelessly over the past 12 months to deliver stellar products; from award-winning digital experiences to producing content that really moved the needle, whilst rethinking how we deliver social. I’ve enjoyed the challenge of integrating AI into our workflow and seeing the team build some fascinating tools for our clients in the destination marketing space. We’re at this point today because we consistently focus on change; we listen and move fast to meet market demands, building agility into our operation as a competitive advantage. This process works on a foundation of trust within our culture, everyone shows up knowing the person next to them is ready to roll up their sleeves and help. Compound this across teams in a market like this and special things will continue to happen.

Despite a challenging start to the year, we’re ending the year on a high note. The team reacted to the challenges, renewed key partnerships and brought on some really interesting new ones; we delivered work at scales we’ve never achieved before; our digital experience team alone clocked over 45 per cent growth this year. We are in the position we are today because of the efforts of an immensely talented team that has worked so hard this year, backed by client partners who believe in what we are trying to do and have put their trust in us time and time again. I’m incredibly grateful for both.

As you soak in the win, what top learnings from 2024 will you take into the year ahead?

1) Investing in our culture, remaining agile as we grow, and always being resilient to endless change are the keys to longevity in this market.

2) The region’s ambitions keep growing, as does the level of competitiveness. This keeps us laser-focused on improving what we do week in and week out. The second we take our eye off the ball, in this rapidly changing region, is when we would get left behind. The reason

we are here for the third year in a row is that come Monday morning, it’s back to work, focusing on building.

3) Brands and agencies actually have the power and even moral obligation to fight back against the tidal wave of meaningless AI-generated content, with impactful, intentional and empowering content.

What do you think the industry needs to change or fix on priority in the months ahead?

With the advent of major changes, we all face due to the adoption of AI, the industry would do well to remember that people are at the centre of everything we do and that we mustn’t lose sight of the emotional connection that our work must make in order to cut through the noise.

Much of what we do as an agency is storytelling about our region to the world; whether educating, inspiring, or captivating audiences by weaving a narrative that is often different to the one they may expect. Whilst there is definitely a role for AI to be integrated here, this is clearly something that can’t be outsourced, so let’s stay focused on the intended end result, not just the shiny new ways in which we think we can get there.

In your opinion, what do consumers really want, and how can agencies help brands meet this need?

Consumers are now part and parcel of the process. Technological literacy has never been this high, and they are increasingly savvy with every new generation entering the market. With the veil on marketing broadly being lifted, consumers are looking for candour, connection and relatability. They also want products that make their lives easier.

So in a sense, honesty and user experience are really key. We’ve never been more distracted, and we’ve never wasted so much time, going nowhere fast. There’s a space for a non-invasive digital experience that facilitates lives but doesn’t involve us looking at a screen constantly and having notification anxiety. In pockets, we’re waking up to that.

What are the key facets to securing client wins and sustaining client retention?

In the region, it’s never been more difficult to win work, and the current pressure on budgets is palpable. Requirements are getting tougher. As for the key facets to securing and retaining work, well that list starts with culture. It’s people who win, build relationships and retain business, not the agency itself. Everything starts there. Invest in your people, hire exceptional talent, stay hyper-focused on what you are good at and be open to collaboration.

What are your agency’s New Year’s resolutions for 2025?

Stay focused on creating an environment where team members can do the best work of their lives, consistently. It’s a big ask and we won’t always get it right, but if we can take more steps along that path then we will find any other successes we may be hoping for.

26

December 19, 2024

INDEPENDENT MEDIA AGENCY OF THE YEAR Fusion5 Elie Haber and Johnny Khazzoum Managing Partners, Fusion5

H

ow does this award reflect the culmination of your efforts in 2024?

Winning the Independent Media Agency of the Year award is a testament to our relentless drive for excellence in 2024.

This recognition reflects the dedication of our team to delivering innovative, data and result-driven strategies for our clients, pushing creative boundaries, and staying ahead in a competitive industry.

It highlights the success of our collaborative culture, our commitment to nurturing talent, and our ability to adapt and thrive in an ever-evolving media landscape. This accolade is not just an achievement but a reflection of Fusion5’s enduring mission to lead and inspire in the media industry.

As you soak in the win, what top learnings from 2024 will you take into the year ahead?

2024 has been a transformative year for Fusion5, and as we celebrate this win, key learnings stand out.

First, innovation thrives on collaboration; our greatest successes came from leveraging diverse perspectives across our client management and specialist teams.

Second, our ethos of agility has proven to be essential in a rapidly evolving industry; adapting quickly to trends and technology enabled us to stay ahead of the game.

Third, results speak louder than promises; focusing on measurable impact earned us the trust of clients and recognition from peers.

Lastly, investing in people pays dividends; nurturing talent and fostering a growth mindset created a powerhouse team. These insights will guide us to achieve even greater milestones in 2025.

How has the balance between purpose and profits contributed to your successes over the past 12 months?

Words alone cannot reflect the importance of balance in our whole existence, and not just in our commercial success.

Purpose is what drives everything we do at Fusion5, be it in delivering campaigns that create meaningful connections, supporting client goals with integrity, or investing in the development of our people.

Meanwhile, profits are a byproduct of this purposeful work. It is through this equilibrium that we build deeper trust with clients and partners, fuel innovation, inspire our team, and consistently exceed expectations in a competitive market.

What do you think the industry needs to change or fix on priority in the months ahead?

There is no question that the industry needs to continue prioritising the adoption of tech and AI solutions. However, it is crucial to layer in a level of responsibility on how this is done to allow the industry to enhance efficiency without compromising quality or creativity.

Maintaining balance is just as crucial here. Technology and AI should augment creativity, and not replace it. The industry also needs to prioritise the upskilling of talents to harness these AI integration tools effectively while safeguarding the originality and authenticity that drive meaningful audience engagement.

In your opinion, what do consumers really want, and how can agencies help brands meet this need?

We prioritised data-driven insights to deeply understand audiences of all types, and through our extensive exposure to these insights, we can confidently state that today’s consumer seeks authenticity, value and relevance above all in their interactions with brands. Personalising experiences with their values becomes key, while simultaneously respecting their privacy. Ultimately, maintaining this authenticity and merging in an element of storytelling to foster emotional resonance will be the cornerstone of building meaningful consumer connections.

What are the key facets to securing client wins and sustaining client retention?

While one should ensure facets like delivering measurable results, consistent communication, fuelling innovation and ensuring exceptional client servicing, it is important to understand that securing client wins and sustaining client retention are achieved at the core by having a deep understanding of client goals and challenges and having a true passion for addressing these hand-in-hand with your client. Only through this are we able to align strategies with our clients’ unique visions, and then drive towards business success.

What are your agency’s New Year’s resolutions for 2025?

With our 10-year anniversary in full swing, our resolution remains to foster excellence and cultural integrity and set the cornerstone for the next 10 years by investing in our team and deepening our client partnerships. Our key resolution for 2025 focuses on continuing our horizontal expansion into dynamic sectors like gaming and esports, while strategically growing our network of partnerships and exclusive inventory. We are laying the groundwork for our next major technological leap through vertical expansion in acquisition and retention solutions. This will unlock new potential in customer experience, conversion rate optimisation, personalisation, and re-engagement strategies, driving transformative outcomes.

Mario Saaiby, Head of Agency Growth at Motivate Media Group, awarded Fusion5 Advertising the Independent Media Agency of the Year award.

28

December 19, 2024

Magna Global took home the Performance Marketing Agency of the Year award, presented by awards sponsor Gosia Wajchert, Managing Director – MEA at Criteo.

PERFORMANCE MARKETING AGENCY OF THE YEAR BROUGHT TO YOU BY

Magna Global Lara Arbid, CEO, Initiative MENAT and Magna Global MENAT

H

ow does this award reflect the culmination of your efforts in 2024?

At the start of 2024, we set out to be the ultimate performancefirst agency, not just competing with but outshining specialised players. This award validates our relentless drive to embed ourselves into our clients’ businesses, delivering not just results but transformative growth. It’s a celebration of innovation, collaboration, and grit.

As you soak in the win, what top learnings from 2024 will you take into the year ahead?

2024 taught us that in an industry of constant change, standing still is not an option. Our most profound learning is the value of agility – how quickly we adapt defines how far we succeed. We’ve also learned that true performance comes from a fusion of data, creativity, and an unrelenting focus on outcomes. These lessons will guide us as we forge ahead into 2025.

What do you think the industry needs to change or fix on priority in the months ahead?

There is no time for halfway solutions – the industry must face its blind spots head-on, adopt technologies and equip its teams to embrace change and evolve with it. Transparency in performance metrics and attribution remains a glaring issue, without it, we risk eroding trust. Moreover, the gap between data and creativity needs to close; only then can we unleash the full potential of campaigns.

Fixing these issues is not just a necessity – it’s the future.

How has the balance between purpose and profits contributed to your successes over the past 12 months?

Purpose has been our compass, and profits have followed naturally. By aligning every strategy with what truly matters to our clients and their audiences, we’ve built campaigns that not only drive numbers but create lasting impact. Purpose inspires authenticity and long-term thinking, and it has been the driving force behind our wins over the past year.

In your opinion, what do consumers really want, and how can agencies help brands meet this need?

Consumers don’t want noise – they want resonance. They crave authenticity, relevance, and value in every interaction with a brand.

Agencies hold the key by using data to decode consumer intent, crafting strategies that resonate deeply, and delivering experiences that feel personal, timely, and meaningful.

What are the key facets to securing client wins and sustaining client retention?

Winning a client is an art, but keeping them is a commitment. It starts with understanding their business as if it’s your own, delivering results that exceed expectations, and constantly innovating to stay ahead of the curve. Retention comes down to trust – built brick by brick through transparency, collaboration, and a relentless focus on their success.

What are your agency’s New Year’s resolutions for 2025?

2025 is our next stage of evolution – a year to set new standards. We resolve to push the boundaries of what performance marketing can achieve harnessing innovation to deliver even greater results. We aim to invest in the brightest talent, stay at the forefront of technology, and create partnerships that redefine what success looks like.

December 19, 2024

29

BUREAU BÉATRICE was awarded Brand Experience Agency of the Year by the Chair of judges Marwa Kaabour, Chief Marketing Officer at Al Masaood.

BRAND EXPERIENCE AGENCY OF THE YEAR BUREAU BÉATRICE Jon S. Maloy and Kevin Alderweireldt Co-founders of BUREAU BÉATRICE

H

ow does this award reflect the culmination of your efforts in 2024?

This award is a testament to our vision of redefining the intersection of luxury and technology. In 2024, we pushed the boundaries of what experiential marketing could be, delivering projects that not only resonated emotionally but also integrated cutting-edge innovation. From breaking Guinness World Records to crafting interactive art exhibitions, every project showcased our commitment to excellence, creativity, and flawless execution. This win validates our team’s passion and perseverance and highlights our ability to create unforgettable experiences for our clients.

As you soak in the win, what top learnings from 2024 will you take into the year ahead?

The first key learning is the power of adaptability – success requires agility to navigate shifting trends and technologies. Secondly, collaboration is at the heart of innovation; our partnerships with clients, artists, and tech experts fueled creativity. Finally, audience engagement is non-negotiable – experiences must not just be seen but felt. In 2025, we will lean further into personalisation and immersive storytelling to deepen this connection.

What do you think the industry needs to change or fix on priority in the months ahead?

The industry must prioritise sustainability in experiential marketing.

Brands and agencies alike need to shift from ephemeral installations to creating experiences that leave a lasting impact without leaving a heavy footprint. Additionally, inclusivity must move beyond being a buzzword to become a standard in how we design and execute experiences.

Agencies have a responsibility to ensure accessibility for all audiences.

How has the balance between purpose and profits contributed to your successes over the past 12 months?

Purpose has been the north star guiding our projects. Whether it’s educating audiences on sustainability with Aramco or celebrating cultural heritage with our Ramadan campaigns, we’ve shown that purpose-driven initiatives can be equally impactful and profitable.

Clients and consumers increasingly gravitate toward authenticity, and aligning our work with meaningful causes has not only driven our success but also deepened our impact.

In your opinion, what do consumers really want, and how can agencies help brands meet this need?

Consumers crave authenticity, connection, and innovation. They want brands to tell stories that resonate with their values and create experiences that feel personal and meaningful. Agencies can help by being cultural interpreters – decoding trends, crafting immersive narratives, and delivering personalised moments that foster genuine engagement. Technology is the enabler, but human-centric storytelling is the differentiator.

What are the key facets to securing client wins and sustaining client retention?

Trust and collaboration are the foundation of every client relationship.

Delivering on promises, exceeding expectations, and fostering open communication are non-negotiables. Creativity, combined with a strategic understanding of a brand’s goals, ensures we consistently bring fresh, relevant ideas to the table. Our emphasis on seamless execution and post-project evaluation also strengthens our partnerships, proving we’re invested in their long-term success.

What are your agency’s New Year’s resolutions for 2025?

For 2025, our resolutions include deepening our commitment to sustainability in every project, pushing the boundaries of immersive technology, and expanding our global footprint. Above all, we resolve to continue delivering experiences that merge luxury, technology and purpose in ways that redefine industry standards.

30

December 19, 2024

PR / COMMUNICATIONS AGENCY OF THE YEAR Gambit Communications Jamal Al Mawed, Founder & Managing Director, Gambit Communications

H

ow does this award reflect the culmination of your efforts in 2024?

It’s a great way to wrap up our record-breaking fifth year, where we continued this success story that we are so blessed to be part of. We won 37 major trophies including five agency of the year titles; retained 100 per cent of our retainer clients; 100 per cent of our project clients; won major tenders such as Uber, Omniyat, Western Digital and Essilor Luxottica Group; took home the MENA Young Lions gold for the second consecutive year; grew the team 30 per cent making conquest international and senior hires; and even built a fashion boutique in our office.

As you soak in the win, what top learnings from 2024 will you take into the year ahead?

We learned the importance of adapting to consumer sentiments in real-time, as audience distraction was a genuine challenge in 2024.

We’ve had the dichotomy of a disastrous global geopolitical and financial landscape combined with rapid economic growth and opportunities in the region, so naturally, consumers have lacked concentration. Creating content that could cut through all of that required laser-focused targeting.

How has the balance between purpose and profits contributed to your successes over the past 12 months?

It is the driving force. Our team culture is our biggest superpower but that requires business investment. We consistently decline to work with brands or people that don’t fit our values, so the team never has to work on a client that might conflict with their cultural, religious or even personal beliefs. We ensure that client-team discourse is always healthy, and we invest heavily in team growth, team building and outings. When you give up some of your profits in order to protect your purpose, you win the trust and respect of your team and clients.

What do you think the industry needs to change or fix on priority in the months ahead?

Artificial intelligence is a slippery slope in the PR industry. Of course, it is important to learn how to apply it correctly and harness its potential, but what is mostly happening now is people taking shortcuts for writing emails, press releases, generating plans and even thinking of ideas. It’s a worrying trend as AI should replace basic tasks, not basic skills.

In your opinion, what do consumers really want, and how can agencies help brands meet this need?

If we look at our region, the last 15 months of the wars in Palestine, Lebanon and now Syria have really made people re-evaluate where they spend their money, what brands they associate with, and what celebrities they support. It has also made people much more cynical of media, and more interested in independent journalism, so we are seeing major paradigm shifts. At the heart of all this is a common goal of wanting brands to uphold values that go over and above politics and profits, so agencies really need to help brands showcase their values now because the audience demands to know what they are.

What are the key facets to securing client wins and sustaining client retention?

Team chemistry and a winning culture. We always request that tenders happen face-to-face rather than a video call as we believe in the strength of our culture and it shines through when we meet and interact with clients, and that is also what keeps the relationship going once you sign. In terms of retention, if you have a winning culture ingrained in the team then they will always try to supersede their own achievements, and clients want that energy and drive. We will always set our own bar higher than the KPIs we are given.

What are your agency’s New Year’s resolutions for 2025?

Keep winning and always put decency before profits.

Nadeem Quraishi, Publisher at Campaign Middle East, handed over the PR /Communications Agency of the Year trophy to Gambit Communications.

Help your clients predict the unpredictable.

Today’s buyer journey is anything but linear.

Your clients need to be in the right place at the right time. Criteo can help.

Curious how?

Scan the QR code to learn more about our full-funnel commerce media solutions for agencies.

32

December 19, 2024

INDEPENDENT AGENCY OF THE YEAR Tactical Mike Khouri, CEO, Tactical

H

ow does this award reflect the culmination of your efforts in 2024?

First off – wow. This is incredible recognition and celebration for a team that’s been committed to creative excellence and doing it alongside partners who trust us to push boundaries every single day. 2024 has been a year of not settling. There has been collective perseverance. So, this is just reward for all the effort and focus, something we can all be incredibly proud of as a team.

As you soak in the win, what top learnings from 2024 will you take into the year ahead?

Speed and focus win the day. Our partners want recurring impact – so the quicker we’re able to deliver that, consistently, the more we’re able to build partnerships that last a long time.

We’ve been trying to build a simple business that focuses on the right things, where we use human creativity and technology to solve our partners problems. Their challenges are our greatest opportunities.

This is something we continue to orientate ourselves towards as we build into 2025.

What do you think the industry needs to change or fix on priority in the months ahead?

The industry is evolving so quickly. This leads to people resisting change but is also cause for plenty of distraction. With levers in marketing set to look very different in the coming years, there has to be a balance of not getting left behind yet not chasing shiny objects without results.

We’re here to add value as creative problem solvers for the brands we partner with. This is something everyone should be doubling down on and use change as an enabler of growth – both to our partners and our team.

How has the balance between purpose and profits contributed to your successes over the past 12 months?

Purpose and profit haven’t been opposites – they’ve been a partnership. We’re building a business for the long term, and if you’re making decisions with both in mind, you’re positioning yourself for the best possible outcome. We’re also privileged to be working with brands and platforms who share aligned ambitions. The people we partner with are both ambitious and results-oriented. These shared values go a long way in building a relationship that is focused on doing good and doing well.

In your opinion, what do consumers really want, and how can agencies help brands meet this need?

Customers want value in the money they spend and trust in the brands they’re spending it with. While this takes time to build and can quickly be diminished, the approach to getting there doesn’t have to be complicated.

Make customers the centre of what you do. Know who they are. Listen to them. Hear them. Play where they play.

What are the key facets to securing client wins and sustaining client retention?

Our motto is simple: growth through partner delight. If we’re doing great work with great people, we drive sustainable growth over time. And for us, it starts with building relationships, not transactions. When we work with a new partner, we aim to deeply understand their business, culture and goals. Having alignment there is a critical foundation for the long term. From that point on, we focus on delivering recurring impact and delight. That value exchange is simple.

What are your agency’s New Year’s resolutions for 2025?

Simplicity.

Simplicity scales, complexity fails. Creativity and technology will be critical in building that, but simplicity is the lever we’ll always default to in building through 2025 and beyond.

Tactical was recognised as the Independent Agency of the Year by Anup Oommen, the Editor of Campaign Middle East.

December 19, 2024

33

Publicis Groupe – Zenith KSA was awarded the Best Agency of the Year – Saudi Arabia by award sponsor Hicham Fakhoury, Content Solutions Lead at MBC Media Solutions.

BEST AGENCY OF THE YEAR – SAUDI ARABIA BROUGHT TO YOU BY

Publicis Groupe – Zenith KSA Nael Halabi, Head of Zenith – KSA and Kuwait

W

hat strategies made your agency stand out from others in your country in 2024?

Zenith KSA has demonstrated exceptional performance in 2024 by effectively combining data-driven strategies with a clientfocused approach. By collaborating with trusted industry partners, we created impactful campaigns that harnessed platform insights and advanced analytics.

Our ability to leverage first-party data allowed us to design personalised campaigns that aligned closely with our clients’ business goals and resonated with target audiences. Additionally, we embraced proprietary innovative technologies to deliver campaigns that generated a high return on investment (ROI).

Ultimately, we successfully blended global expertise with a local mindset, fostering meaningful connections with our audience and driving substantial growth.

What are the biggest changes you have witnessed within the marketing industry in your country this year?

In 2024, Saudi Arabia’s marketing industry experienced a significant shift towards digital transformation, driven by increased investment in performance and programmatic advertising.

Brands embraced Saudi heritage, localising their communication to become more personalised and better resonate with consumers.

Gaming grew rapidly, attracting brands to adapt their messaging and engage with the gaming community. Additionally, the younger generation became a key focus, with brands turning to social media platforms to connect with youth audiences.

This digital and youth-centric shift marked a turning point, as brands aligned their strategies with evolving consumer preferences and the country’s expanding digital landscape.

How do you bring the best of global best practices and culturally relevant local storytelling together?

We blended global practices with local storytelling by marrying advanced marketing technologies with deep cultural insights. We adapt global strategies, such as data-driven decision-making and omnichannel integration, to resonate with local nuances, ensuring authenticity. With that in mind, we work closely with the brand agencies create and execute campaigns that connect with audiences.

Additionally, we balance innovative global trends and best practices adapting them to a more localised communication while maintaining global appeal. This synergy strengthens brand affinity and drives impactful engagement.

How can agencies improve talent retention?

To improve talent retention, agencies must foster a culture of growth, inclusivity, and recognition. Offering competitive compensation, flexible work arrangements and clear career progression paths motivates employees. Regular upskilling opportunities through workshops and certifications help retain top talent, while fostering a sense of purpose by aligning work with meaningful causes boosts loyalty. Prioritising mental health, open communication, and team-building initiatives creates a supportive environment where individuals feel valued. Ultimately, building a positive, dynamic workplace culture ensures employee satisfaction and reduces attrition.

How can agencies play a more positive role in the advancement and reputation of the industry?

Agencies can elevate the marketing industry by championing transparency, fostering innovation, and promoting ethical practices.

Sharing insights through thought leadership, hosting industry events, and mentoring startups enhances collective knowledge and collaboration. Agencies should prioritise delivering value by focusing on measurable outcomes and leveraging data to ensure clients achieve success. By consistently driving impactful, authentic campaigns, agencies strengthen the industry’s reputation and inspire trust, respect, and long-term client relationships.

What did clients want and expect the most from agencies in 2024?

Clients expected agencies to demonstrate agility, accessibility, and flexibility to adapt to evolving market trends. With the growing competition, clients required innovative solutions that offer competitive edge, prioritised measurable outcomes, demanded clear ROI from marketing campaigns. Successful agencies were those that were able to integrate data analytics with creative strategies to drive impactful results. Proactivity, creativity, and deep industry knowledge are also critical, along with strong communication, reliability, and responsiveness. By meeting these expectations, agencies can help clients achieve business goals and thrive in a competitive landscape.

34

December 19, 2024

Middle East Communications Network (MCN) was honoured with the coveted Best Place to Work award.

BEST PLACE TO WORK Middle East Communications Network (MCN)

Ghassan Harfouche, CEO, MCN MENAT and President, McCann Worldgroup – APAC

H

ow does this award reflect the culmination of your efforts in 2024?

There’s no doubt that 2024 has been a stellar year for MCN and its agencies, in terms of standout achievements across growth, innovation, and global recognition. Whether it’s launching pioneering capabilities for our clients or bringing home big wins for big brand clients from Cannes Lions, our success is testament to the bold steps we’ve taken to equip both our clients and our people for the future.

As you soak in the win, what top learnings from 2024 will you take into the year ahead?

We have remained committed to creating a better workplace by nurturing our people’s professional journey at every step. From launching the Saudi Nationals Graduate Programme to investing into our talent through significant L+D partnerships with Harvard Business School, and upskilling talent through GenAI and MCN Academy, we’ve placed people and purpose at the core of everything we do. We believe a lot of our business success stems from conscious inclusion, collaboration and empowerment to innovate at the heart of our business.

Creating and launching new platforms, with grassroots training accessible to all of our employees not just a selection, has been key to ensuring collaboration, connectivity and full integration of our capabilities including Interact, our advanced data solution and McCann Content Studios, the region’s only capability seamlessly connecting social, influencer and production, scaled across a global specialist network. 2024 was all about collaboration, connectivity and upskilling our talent on new capabilities and tools to ensure we are strongly positioned to partner with our clients in creating enduring brands.

What do you think the industry needs to change or fix on priority in the months ahead?

In addition to further investment in our talent to equip and empower teams with skills for the future, we will continue to prioritise capabilities and collaboration that drive future-readiness and enduring brand success for our clients. Connected capabilities continues to be key through seamless collaboration and offering across best in class disciplines to drive personalised, locally nuanced communications and experiences at scale.

Further integration with cutting-edge platforms, for instance MCN’s Interact, an end-to-end connected data platform, and McCann Content Studios with united capability across production, content, influencer and social, which will streamline insights and ensure seamless executions, rooted in real-time data and technologies.

The industry must also embrace partnerships with external authoritative voices to challenge thinking, progress conversations and inspire brave decisions. From MCN’s impactful collaborations with Harvard Business School and The Economist through to inviting regular speakers in areas of sustainability and DE&I, we look to continuously offer insights, innovation and inspiration to our people and our clients.

How has the balance between purpose and profits contributed to your successes over the past 12 months?

Creativity and brand purpose go hand in hand; their partnership is essential to building enduring brands. The most impactful work today is rooted in meaning and driven by results. Take, for example: • Arla’s Selfless Shelves, which empowered Lebanese women by increasing their income by 300% during an economic crisis, a piece of work recognised by Cannes and receiving the only coveted Titaium shortlist of the region; and • Organon’s Mis[s]Diagnosed, which raised awareness among 28.7 million women about the gender gap in recognising heart symptoms, taking home the only Pharma Lion for the MENAT region.

Purpose-led creativity like this is what differentiates brands, creates long-term consumer value and drives true business impact.

Critical to purpose and business value is sustainability, which is a basis for creating enduring brands; environmentally, socially and economically. We are not only committed to being net zero by 2040, but also proud to be a founding member of Ad Net Zero UAE and one of the first marketing services companies in the region to develop Anti-Greenwashing guidelines for our clients.

At MCN, sustainability is anchored in the Triple Bottom Line – balancing people, planet, and profit in everything we do. We believe in using the power of creativity to inspire change, transform behaviors, and make a lasting, positive impact on the world.

December 19, 2024

OUTSTANDING WOMAN IN ADVERTISING OR MEDIA OF THE YEAR

Yet, it’s in this very landscape that true disruption, inspiration and elevation gain even greater value. These elements derive their power from the creative ability of the human brains and souls. In an AIdriven era, the onus is on marketers to tell compelling stories and push boundaries. Success hinges on leaders daring to take risks and their capacity to unite people around innovative and courageous ideas. The bold in creativity and disruption stand to redefine the future.

How do you envision the demand for cost, speed, and quality being balanced in the months to come?

In the months ahead, the demand for balancing cost, speed and quality is set to intensify. The relentless pursuit of cost efficiency and speed isn’t diminishing; in fact, it’s accelerating. Here’s the silver lining: AI is swooping in like a caped (if somewhat flawed) superhero, ready to automate the mundane and rescue precious time for strategic brainwaves and game-changing ideas. As automation steps up to handle the churn, we can all channel our creative energies into crafting smarter concepts, boosting teamwork and assembling dream teams – all key ingredients for whipping up a winning formula.

Jennifer Fischer Chief Innovation and Growth Officer, Publicis Groupe Middle East

W

hat does winning this award mean to you?

Approaching this award, I was initially conflicted. The idea of needing a special acknowledgment for women instead of being recognised outright as leaders feels uncomfortable. Additionally, personal awards can often feel like exercises in ego, and I’m a firm believer that we could all benefit from less self-congratulation. As someone grappling with perfectionism, the notion of being labelled as ‘outstanding’ only adds pressure. Yet, what truly made this award meaningful was witnessing my team come together to celebrate it.

Their support and enthusiasm made it special, underscoring how much they mean to me.

Can you share some strategies that contributed to your success?

• Practise gratitude: Acknowledge that success often stems from luck, exposure, and the empowerment we receive from others. Not everyone gets these opportunities, and they’re worth appreciating.

• Embrace fear: Stepping into fear typically signals a valuable learning opportunity, so don’t shy away from taking risks.

• Hard on work, kind on people: Maintain high standards and a drive for improvement, while always showing empathy and respect for those around you.

• Consistency is key: This is perhaps one of the most underestimated qualities of leadership, yet it’s crucial for sustained success.

• Keep it light: Humour and playfulness are invaluable companions in both life and work.

What is your proudest moment from 2024 and what’s your key takeaway from it?

Reflecting on this year, I’ve had many pride-filled moments: from securing unexpected pitch victories to launching The Growth Club and Lion X. Yet, my greatest pride lies in witnessing the remarkable evolution of my team. Their genuine care, brilliance, resilience, kindness and collaborative spirit create magic, even in challenging times. This collective effort and camaraderie make work truly enjoyable and fulfilling.

Has the business case for investing in creativity and disruptive strategies strengthened in 2024?

In 2024, the business case for investing in creativity and disruptive strategies has never been stronger. As AI continues to emerge as a great equaliser in crafting and executing standard marketing strategies, it levels the playing field by automating repetitive tasks and offering data-driven insights, frameworks, and consistency.

35

Marie-Capucine Maloy, Global Senior Director of Communications at Huda Beauty, handed over the Outstanding Woman in Advertising or Media of the Year trophy to Jennifer Fischer from Publicis Groupe Middle East.

36

December 19, 2024

CREATIVE LEADER OF THE YEAR Ali Rez Chief Creative Officer, Impact BBDO

W

hat does winning this award mean to you?

It means that I’m very fortunate to be working with the best in the region: the best creative team, the best brand partners, and the best possible leadership.

Can you share some strategies that contributed to your success?

This is a shared win, so the biggest contributing strategy to its success is the environment that nurtures and keeps the creative spirit at Impact BBDO aflame. Other than that, it’s the team’s philosophy to continuously produce bold work.

What is your proudest moment from 2024 and what’s your key takeaway from it?

There are a couple of very proud moments in 2024: the first is receiving the MENA Network of the Year award at Cannes Lions for the sixth year in a row. This speaks volumes about how consistently Impact BBDO produces the best work in the region – there is no bigger show to validate this. Our key takeaway from this is to keep creativity at the forefront of everything we do.

The second memorable moment of 2024 was the launch of the global campaign “Bring Your Impossible” for the UAE, one that every single person in the agency took immense pride in. This was a brilliant example of an incredible collaboration between an agency and a brand that resulted in spectacular work.

Has the business case for investing in creativity and disruptive strategies strengthened in 2024?

As the cliché goes: more than ever. With increasingly homogenised content, and a rapidly growing rate at which material is consumed, it is going to be more and more imperative to rely on creativity and disruption to break through and stand out. The basics have always been the same.

How do you envision the demand for cost, speed, and quality being balanced in the months to come?

I believe this question has been asked at every major juncture of advertising, and somehow it always balances out. AI needless to say is going to be a major player in creating efficiencies in the months to come, but quality will always find a way, regardless of the challenges put up against it. One just has to be committed to delivering quality.

Ali Rez of Impact BBDO received the Creative Leader of the Year award from Khaled AlShehhi, Executive Director of Marketing and Communication at the UAE Government Media Office.

How can marketing be a force for good and what will it take for brands and agencies to truly make a difference?

Authenticity and relevance. To truly make a difference, brands and agencies will need skin in the game and be completely involved. There is business value in this approach too – all sorts of data confirm this.

We have had a tremendous run finding the golden intersection of doing good while bringing enormous success for the brand, these two things work together perfectly.

December 19, 2024

37

STRATEGY LEADER OF THE YEAR Tahaab Rais Chief Strategy Officer, Publicis Groupe MENAT

W

hat does winning this award mean to you?

It’s fantastic validation from our clients and partners that what we are doing is worthy of being recognised and celebrated. Credit goes to my brilliant ‘strategy garage’, to our company’s talents across the board, our partners everywhere and my biggest supporters, including the one and only Bassel Kakish along with Basho and Houda.

Winning this for three consecutive years, across all three years these awards have existed, feels awesome. And as they say, ‘leave on a high note’, I’m retiring from this category of Strategy Leader at the Campaign Middle East awards so we can nurture and give upcoming leaders, from the industry and our agencies, the chance to shine as well.

Can you share some strategies that contributed to your success?

Outthink. Invest in thinking differently and distinctively from others, more than others.

Outwork. Work harder than everyone else through time, effort and perseverance.

Outcare. Care about the people you work with, the clients you work for, and the people you create work for, more than others.

These principles are more than strategies – they are commitments, not only to achieve success but to also build a legacy that inspires others.

What is your proudest moment from 2024 and what’s your key takeaway from it?

Coming back from personal travesties in life last year (they happen) and overcoming mental health struggles to lead the company – strategically – to its best year yet.

Takeaway? We all get knocked out, but we can all get back up again.

Never give up. Believe in yourself. And be your own biggest cheerleader.

Has the business case for investing in creativity and disruptive strategies strengthened in 2024?

Creativity is going to be the way for us to last. In a world where AI and automation will be the norm, the way to stand out will be by bringing human intelligence, intuition and hence, human creativity to the fore.

So, investing in it is not just a nice to have but a business imperative.

It’ll be the edge that is needed in the upcoming era of thinkers and creators versus doers and makers.

How do you envision the demand for cost, speed, and quality being balanced in the months to come?

To rephrase Frankie Costello from The Departed, we should not be a product of our environment. We need our environment to be a product of us. Speed doesn’t have to come at the cost of quality. Neither does cost-effective output. We have got to make our work into products. And we’ve got to show the value behind those products on the business by correlating creativity with impact vs the impact without that creativity.

It’s easy, but no one does it.

And so, we need to price those products properly – with costs that are fair to us and to our clients, with the timelines needed to create those products effectively being balanced by planning in advance, courtesy of long-term visions and plans versus short term and ad-hoc thinking we often tend to see. This will help us cultivate environments where such a balance is more of the norm and not the exception.

Khaled AlShehhi, Executive Director of Marketing and Communication, UAE Government Media Office, presented Tahaab Rais from Publicis Groupe MENAT with the Strategy Leader of the Year award.

How can marketing be a genuine force for good? And what will it take for brands and agencies to drive real change?

For me, the answer is personal. Anyone who truly knows me knows that I entered this field to harness the immense power and influence of brands to do good in the world – a power I lacked when I first started out. Marketing sits at the intersection of creativity, connection, and impact, offering a unique opportunity to reach the very people we set out to serve.

The products we market, the brands we champion, and the causes we support all share a common purpose: to make people’s lives a little better, a little happier. That’s what makes this profession so rewarding on a personal level. It’s not just about selling or promoting; it’s about creating moments of value, joy, and connection in a world that often feels overwhelming.

As marketers, we are part of a fortunate few who get to shape narratives, craft experiences, and introduce products and brands that enhance lives. If we remain anchored in that mission – to bring positivity and improvement to those we serve – marketing will continue to be a force for good. In a tough world, the work we do has the potential to spark hope, happiness, and even lasting change.

It takes intention, accountability, and purpose, but when we approach marketing with these principles in mind, we affect not just the stuff we make, but also lives.

38

December 19, 2024

ACCOUNT PERSON OF THE YEAR Stuart Randall Business Director, One Team Stellantis, Publicis Groupe MENAT

W

hat does winning this award mean to you?

Winning this award is a career milestone and is not just a reflection of my journey, but a testament to the power of collaboration. It’s not just a personal achievement, but an advertsiment of the exceptional teams and clients I’ve had the privilege to work with. This honour reinforces my belief in the impact of strong partnerships and creative problem- solving. It’s a moment of immense pride, but also a motivation to keep pushing boundaries, building stronger relationships, and making great work together in 2025 and beyond.

Can you share some strategies that contributed to your success?

Fostering strong client relationships and cultivating a culture of trust within teams have been crucial. I believe in setting clear objectives, be it personal or business and empowering everyone to own their roles with full autonomy. Continuously striving to elevate standards, while ‘treating people the way you want to be treated’, even under tight deadlines, has been my mantra. Most importantly, staying positive and passionate about the work and always being a reliable, solutionoriented partner for both clients and colleagues has been the foundation of my success.

What is your proudest moment from 2024 and what’s your key takeaway from it?

Winning Account Person of the Year tops the list, but before this highlight there were a few to say the least. Taking on my role as Business Director to manage more than 10 brands and delivering groundbreaking Stellantis campaigns under ever-changing industry conditions was equally rewarding. Apart from delivering business needs, was the chance to deliver Industry needs, and being an integral role in launching Publicis Groupe’s first-ever internship programme, ‘PubCubs.’ My biggest takeaway is that resilience and teamwork can turn any challenges into triumphs. When everyone is aligned on purpose and vision, any goal is achievable.

Has the business case for investing in creativity and disruptive strategies strengthened in 2024?

Absolutely. In 2024, creativity has proven to be a vital differentiator in an increasingly commoditised market. Disruptive strategies, paired with data-driven insights, have delivered exceptional ROI, proving that bold ideas backed by analytics are not just nice-to-have – they’re essential. Creativity remains the driving force of effective advertising, helping brands stand out in competitive landscapes. Those who invest in it are reaping the rewards, from heightened consumer engagement to lasting loyalty. The results speak for themselves – creativity is the catalyst for meaningful connections and measurable growth.

How do you envision the demand for cost, speed, and quality being balanced in the months to come?

Balancing cost, speed, and quality will remain a challenge, but it’s achievable with the right mindset, strategies, and tools. Efficient workflows, seamless cross-team collaboration, and the strategic use of AI and automation will play a pivotal role. The key is not sacrificing quality for speed, but rather building trust between agencies with their brands, and together finding synergies that enable creative excellence

Stuart Randall from One Team Stellantis – Publicis Groupe MENAT received the Account Person of the Year award from Ian Fairservice, Managing Partner and Group Editor-in-Chief at Motivate Media Group.

even within tight constraints. Agencies that can master this balance will not only meet business objectives, but also set new benchmarks for impactful, high-quality work in a fast-paced industry.

How can marketing be a force for good and what will it take for brands and agencies to truly make a difference?

As we know, Marketing has the power to influence culture and drive meaningful change. For it to be a true force for good, brands and agencies must prioritise authenticity and long-term impact over performative gestures. It starts with aligning values with actions and investing in initiatives that benefit communities and brand affirmation, not just bottom lines. Collaboration, transparency, and a genuine commitment to creative diversity will be critical in ensuring marketing delivers on its promise to make a difference.

When marketing is driven by purpose, it can be a transformative force that leaves a lasting, positive impact.

How do you see data analytics and digital tools reshaping the industry in the year to come?

Data and digital tools will continue to revolutionise how we understand and engage audiences. Personalisation, powered by conceptual thought, strategic intent and AI, will elevate consumer experiences, while predictive analytics will refine decision-making.

However, the real game-changer will be integrating strategic data seamlessly through creativity, ensuring insights inform but never overshadow bold ideas. As technology advances, the industry’s success will hinge on its ability to blend human intuition with machine precision to craft compelling narratives. This synergy will shape the future of marketing, creating deeper connections with audiences and driving measurable results.

December 19, 2024

39

TALENT MANAGEMENT INDIVIDUAL & TEAM OF THE YEAR Claudinia Harper and Majida Tabch TBWA\RAAD

W

hat does winning this award mean for your team?

Joe Lahham, Managing Director at TBWA\RAAD: Winning the award is not just recognition—it’s validation that placing people at the centre of the business yields real business results. It’s confirmation that your talent team can have a meaningful impact on your bottom line. At TBWA\RAAD, we strive to create an environment where our people can do the best work of their careers. This award reaffirms that investing in our people drives not only cultural progress, but also the innovative, creative solutions our clients rely on.

Can you share some strategies that contributed to this success?

Lahham: Our success stems from putting people at the heart of everything we do and aligning their growth with our ambitions as a business. Key strategies include: • Integration of people and business performance: Aligning talent development with business goals to transform the talent experience into creativity and to transform creativity into a growth driver for clients.

• Data-informed decision-making: Using people analytics and the rich data available to us to help the business to make decisions about people based on real data and evidence.

• Cultural transformation: Initiatives like the ‘agency reset programme’ have redefined our culture around belief, hunger, courage, and collaboration.

• Motivational innovation: Programmes like ‘We Win, You Win’ have fostered satisfaction, performance, and the attraction of top-tier talent.

• The courage to disrupt: We were not afraid to challenge the way HR is conventionally done. We found innovative solutions that were purposebuilt for our industry and uniquely fit our business and our goals.

• A people-first approach: Prioritising wellbeing and inclusivity has helped us be recognised as one of the Best Workplaces for Women and one of the Most Innovative Workplaces in the region. This people-first philosophy exemplifies how we navigate change and deliver impactful work.

compromising on innovation or craftsmanship. It’s about driving sustainable excellence – delivering speed and quality in tandem to create lasting value.

How can marketing be a force for good, and what will it take for brands and agencies to truly make a difference?

Lahham: Marketing holds the potential to be a catalyst for meaningful change – reshaping perspectives, driving inclusivity and solving real-world problems. To truly make a difference, brands and agencies must embrace purpose-driven creativity that aligns action with values. At TBWA\RAAD, we believe in creating work that goes beyond awards and resonates with diverse audiences. Whether addressing climate action, equity or wellbeing, marketing must inspire cultural progress through authenticity, accountability and the courage to lead by example.

How do you see data analytics and digital tools reshaping industry in the year to come?

Lahham: Data analytics and digital tools are revolutionising our ability to connect with audiences in a human-centric, measurable, and creative way. Tools like TBWA’s CollectiveAI go beyond efficiency – they amplify creativity by providing smarter, data-informed insights to drive growth. In the coming year, the challenge is not just leveraging these technologies but doing so responsibly, balancing innovation with ethical practices. The result is precision-driven storytelling that fosters deeper connections and delivers real impact, without losing the spark of human creativity.

What is your team’s proudest moment from 2024 and what’s your key takeaway from it?

Lahham: Our proudest moment was achieving the Great Place To Work certification, an accolade powered by our employees’ voices. This recognition underscored the impact of fostering a culture rooted in inclusion, innovation, and support. It also demonstrated that when people feel empowered and valued, it reflects in the creative excellence we bring to our clients. Our key takeaway? Building a supportive, human-first culture strengthens creativity and unlocks transformative growth across the business.

Has the business case for investing in creativity and disruptive strategies strengthened in 2024?

Lahham: Absolutely. Creativity remains the most powerful tool for solving today’s complex challenges, and in 2024, we’ve seen the tangible benefits of putting people first. When talent thrives, so do our ideas. By combining our proprietary tools like CollectiveAI with a disruption mindset, we’ve enabled ideas that are bold, measurable, and meaningful. The stronger our talent ecosystem, the more impactful our creativity becomes – and this directly translates into better business results for our clients.

How do you envision the demand for cost, speed, and quality being balanced in the months to come?

Lahham: Balancing cost, speed and quality is about maintaining the courage to put talent and creativity first. Our philosophy is simple: there are no shortcuts to greatness. By investing in tools like AI that enable precision and agility, while nurturing our people’s growth, we ensure that the work we produce meets the highest standards without

Claudinia Harper and Majida Tabch from TBWA\RAAD held the Talent Management Individual & Team of the Year award handed over by a member of the awards jury, Marie-Capucine Maloy, Global Senior Director of Communications at Huda Beauty.

40

December 19, 2024

AGENCY PRODUCER OF THE YEAR Jack Wilkinson Create Production

Khalid Maina of Leo Burnett KSA received the Publicis Groupe Arabic Copywriter of the Year award from Ian Fairservice, Managing Partner and Group Editor-in-Chief at Motivate Media Group.

ARABIC COPYWRITER OF THE YEAR Khalid Maina Publicis Groupe – Leo Burnett KSA

Ian Fairservice, Managing Partner and Group Editor-in-Chief at Motivate Media Group, recognised Jack Wilkinson from Create Production with the Agency Producer or Team of the Year award.

December 19, 2024

BEST AGENCY OF THE YEAR - EGYPT Impact BBDO Cairo

Impact BBDO Cairo was recognised as the Best Agency of the Year – Egypt with a trophy presented by Anthony Milne, Chief Commercial Officer, Motivate Media Group.

BEST AGENCY OF THE YEAR - IRAQ Brodmann

Brodmann was named Best Agency of the Year – Iraq and received the trophy from one of the awards judges, Siddharth Sivaprakash, Head of Brand and Marketing at Home Centre under the Landmark Group.

41

VOTING IS OPEN VOTE NOW IN THE REGION’S FAVOURITE RESTAURANT, LEISURE & ENTERTAINMENT AWARDS VOTE HERE

REGISTER HERE

VOTING CLOSES FEBRUARY 12 FOR EVENT SPONSORSHIP, TABLE BOOKINGS AND GENERAL ENQUIRIES violeta.popescu@motivate.ae | alice.holtham@motivate.ae

WhatsOn.ae

Sponsors

Culinary Partner

Beverage Partner

WhatsOnDubai

Printing Partner

#WOAwards

Vote Processing Partner

Structural Partner

Presented By

December 19, 2024

BEST AGENCY OF THE YEAR - JORDAN Adpro&

Adpro& was handed the Best Agency of the Year – Jordan award by one of the awards judges, Siddharth Sivaprakash, Head of Brand and Marketing at Home Centre under the Landmark Group.

BEST AGENCY OF THE YEAR - OMAN Kenshō Mindful Communications

A judge at the Agency of the Year Middle East awards, Sahar Khan, Director of Marketing at Bayut and Dubizzle, awarded Kenshō Mindful Communications as Best Agency of the Year – Oman.

43

44

December 19, 2024

BEST AGENCY OF THE YEAR - QATAR UM Qatar

UM Qatar was recognised as Best Agency of the Year – Qatar by one of the awards judges, Sahar Khan, Director of Marketing at Bayut and Dubizzle.

BEST AGENCY OF THE YEAR – UAE BROUGHT TO YOU BY

Action Global Communications – UAE

Neel Pandya, CEO – EMEA and APAC for Pixis, one of the awards sponsors, presented Action Global Communications – UAE with the Best Agency of the Year –UAE award.

VOTING IS OPEN VOTE NOW FOR YOUR FAVOURITE RESTAURANT, LEISURE & ENTERTAINMENT VENUE VOTE HERE

REGISTER HERE

VOTING CLOSES FEBRUARY 12 FOR EVENT SPONSORSHIP, TABLE BOOKINGS AND GENERAL ENQUIRIES taran.singh@motivate.ae | giedre.bucinskaite@motivate.ae

WhatsOn.ae

Sponsor

Beverage Partner

WhatsOnAbuDhabi

Printing Partner

Vote Processing Partner

#WOAwards

Structural Partner

Presented By

46

December 19, 2024

CORPORATE COMMS & MARKETING TEAM OR INDIVIDUAL OF THE YEAR Felicity Stokes, Maram Ali and Katie Taylor GroupM MENA

Farhan Siddiqui and Paurav Shah from Leo Burnett Middle East – Publicis Groupe were awarded Creative Team of the Year by one of our judges, Anamika Priyadarshi, Group Head of Marketing and Corporate Communications at Jashanmal Group.

CREATIVE TEAM OF THE YEAR Farhan Siddiqui and Paurav Shah Publicis Groupe – Leo Burnett Middle East

Anup Oommen, Editor of Campaign Middle East, presented the Corporate Communications & Marketing Team of the Year award to Felicity Stokes, Maram Ali, and Katie Taylor from GroupM MENA.

December 19, 2024

EVENTS, EXPERIENTIAL AND ENGAGEMENT AGENCY OF THE YEAR Jack Morton MENAT

Jack Morton MENAT picked up the Events, Experiential and Engagement Agency of the Year trophy, handed to them by the Chair of Judges Marwa Kaabour, Chief Marketing Officer at Al Masaood.

HEAD OF AGENCY OF THE YEAR BROUGHT TO YOU BY

Bassel Kakish Publicis Groupe MENAT

Bassel Kakish from Publicis Groupe MENAT received the Head of Agency award from Manoj Khimji, Managing Director at The Vantage, one of the awards sponsors.

47

48

December 19, 2024

INDEPENDENT PR AGENCY OF THE YEAR Gambit Communications

Gambit Communications took home the Independent PR Agency of the Year title, awarded by the Chair of judges, Marwa Kaabour, Chief Marketing Officer at Al Masaood.

INDEPENDENT CREATIVE AGENCY OF THE YEAR BigTime Creative Shop

The LPS Influencer Management Team took home the Influencer Management Team of the Year award.

BigTime Creative Shop picked up the Independent Creative Agency of the Year trophy, presented by Anup Oommen, Editor of Campaign Middle East.

INFLUENCER MANAGEMENT TEAM OF THE YEAR LPS Influencer Management Team

December 19, 2024

INTEGRATED MARKETING AGENCY OF THE YEAR BROUGHT TO YOU BY

Publicis Groupe MENAT

Publicis Groupe MENAT was awarded Integrated Marketing Agency of the Year by awards sponsor Aniruddh Mishra, Business Head at The Vantage.

NEW BUSINESS DEVELOPMENT PERSON OF THE YEAR & TEAM OF THE YEAR Mario Soufia and Nadine Essinawi GroupM MENA

Electriclime° was recognised as Production House of the Year, receiving the award from Ahmed El Gamal, Senior Director of Marketing at Jumeirah.

Anamika Priyadarshi, Group Head of Marketing and Corporate Communications at Jashanmal Group, recognised Mario Soufia and Nadine Essinawi from GroupM MENA with the New Business Development Person and Team of the Year award.

PRODUCTION HOUSE OF THE YEAR Electriclime°

49

50

December 19, 2024

SOCIAL MEDIA AGENCY OF THE YEAR SOCIALEYEZ

SOCIALEYEZ was named Social Media Agency of the Year, with Nadeem Quraishi, Publisher at Campaign Middle East, presenting the award.

START UP AGENCY OF THE YEAR BigTime Creative Shop

Adrian Mutescu of Saatchi & Saatchi UAE from Publicis Groupe was awarded the Strategic Planner of the Year trophy, which was picked up on his behalf by Tahaab Rais and handed over by Marie-Capucine Maloy, Global Senior Director of Communications at Huda Beauty.

STRATEGIC PLANNER OF THE YEAR BigTime Creative Shop was handed the Start-Up Agency of the Year trophy by Ahmed El Gamal, Senior Director of Marketing at Jumeirah.

Adrian Mutescu Publicis Groupe – Saatchi & Saatchi UAE

CONGRATULATIONS TO ALL THE WINNERS CREATIVE AGENCY OF THE YEAR

CREATIVE TEAM OF THE YEAR

Farhan Siddiqui & Paurav Shah, Leo Burnett Middle East, Publicis Groupe

Saatchi & Saatchi Middle East – Publicis Groupe

NEW BUSINESS DEVELOPMENT PERSON OF THE YEAR & TEAM OF THE YEAR

MEDIA AGENCY OF THE YEAR

Wavemaker MENA

Mario Soufia & Nadine Essinawi, GroupM MENA

INTEGRATED MARKETING AGENCY OF THE YEAR

Publicis Groupe MENAT

BRAND EXPERIENCE AGENCY OF THE YEAR

BUREAU BÉATRICE

EVENTS, EXPERIENTIAL AND ENGAGEMENT AGENCY OF THE YEAR

Jack Morton MENAT

INDEPENDENT PR AGENCY OF THE YEAR

Gambit Communications

STRATEGY LEADER OF THE YEAR

INDEPENDENT MEDIA AGENCY OF THE YEAR

Stuart Randall, One Team Stellantis, Publicis Groupe

CREATIVE LEADER OF THE YEAR

INDEPENDENT CREATIVE AGENCY OF THE YEAR

ARABIC COPYWRITER OF THE YEAR

HEAD OF AGENCY OF THE YEAR

BigTime Creative Shop

BEST PLACE TO WORK

Tactical

Tahaab Rais,Publicis Groupe MENAT

ACCOUNT PERSON OF THE YEAR

Ali Rez, IMPACT BBDO

Bassel Kakish, Publicis Groupe MENAT

Khalid Maina, Leo Burnett KSA, Publicis Groupe AGENCY PRODUCER OF THE YEAR

Jack Wilkinson, Create Production

Middle East Communication Networks (MCN)

STRATEGIC PLANNER OF THE YEAR

BEST AGENCY OF THE YEAR – EGYPT

Impact BBDO Cairo

Adrian Mutescu, Saatchi & Saatchi UAE, Publicis Groupe

BEST AGENCY OF THE YEAR – IRAQ

Brodmann

OUTSTANDING WOMEN IN ADVERTISING OR MEDIA OF THE YEAR

BEST AGENCY OF THE YEAR – JORDAN

Jennifer Fischer, Publicis Groupe Middle East

Adpro&

BEST AGENCY OF THE YEAR – OMAN

TALENT MANAGEMENT INDIVIDUAL & TEAM OF THE YEAR

Claudinia Harper & Majida Tabch, TBWA\RAAD

CORPORATE COMMS & MARKETING TEAM OR INDIVIDUAL OF THE YEAR

Felicity Stokes, Maram Ali & Katie Taylor, GroupM MENA

INFLUENCER MANAGEMENT TEAM OF THE YEAR

LPS Influencer Management Team, LPS

Kenshō Mindful Communications

Fusion5 Advertising

INDEPENDENT AGENCY OF THE YEAR SOCIAL MEDIA AGENCY OF THE YEAR

SOCIALEYEZ

PR / COMMUNICATIONS AGENCY OF THE YEAR

Gambit Communications

PERFORMANCE MARKETING AGENCY OF THE YEAR

Magna Global

DIGITAL AGENCY OF THE YEAR

Create. Group

BEST AGENCY OF THE YEAR – QATAR

UM Qatar

BEST AGENCY OF THE YEAR – SAUDI ARABIA

Publicis Groupe - Zenith KSA

VIEW ONLINE

BEST AGENCY OF THE YEAR – UAE

Action Global Communications - UAE START UP AGENCY OF THE YEAR

BigTime Creative Shop

PRODUCTION HOUSE OF THE YEAR

electriclime°

WWW.AOYAWARDSME.COM

CampaignMiddleEast

CampaignME

PARTNERS

STRATEGIC PARTNERS

BROUGHT TO YOU BY

#AOTYME2024

52

December 19, 2024

Campaign Middle East’s Agency of the Year Middle East awards trophies.

Ian Fairservice, Managing Partner and Group Editor-in-Chief of Motivate Media Group, delivers the welcome address at the Agency of the Year Middle East awards 2024.

The Jägermeister Brass Cartel entertain attendees at the Agency of the Year awards.

Chair of judges Marwa Kaabour, Chief Marketing Officer at Al Masaood Group delivers the Chair’s address at the awards.

Attendees gather on the terrace of The Westin Mina Seyahi before the Agency of the Year Middle East awards.

PARTNERS

STRATEGIC PARTNERS

BROUGHT TO YOU BY

December 19, 2024

53

Attendees interact with TheVantage’s awards activation.

Publicis Groupe Middle East’s Talent Transformation Team pose for photographs at the media wall during the Agency of the Year awards.

The GreenVantage activation at Campaign Middle East’s Agency of the Year Middle East awards.

Angela Bak from Publicis Groupe Middle East; Ramzi Sleiman from Saatchi & Saatchi Middle East - Publicis Groupe; and Emma Davies from Publicis Group Middle East, at Campaign Middle East’s Agency of the Year awards.

Khaled AlShehhi from the UAE Government Media Office, and Ali Rez from Impact BBDO at the awards.

Nadeem Quraishi, Publisher at Campaign Middle East, delivers the opening address.

The SOCIALEYEZ team poses for a photograph at the media wall ahead of the Agency of the Year Middle East awards ceremony.

PARTNERS

STRATEGIC PARTNERS

The Create. Group team huddles for a photograph at the media wall ahead of the Agency of the Year awards.

BROUGHT TO YOU BY

56

December 19, 2024

TOP

NEWS STORIES

1

3

2

6

4 8

5

1

The year ended with a bang with the announcement of a merger set to shake up the top agency rankings. Major holding group Omnicom Group agreed to acquire Interpublic in a deal worth more than $13bn to create the world’s biggest agency group. The deal is expected to close in the second half of 2025. The new leadership team saw John Wren remain as chairman and CEO of Omnicom. Interpublic chief executive, Philippe Krakowsky becomes co-president and chief operating officer, alongside Daryl Simm.

2

Earlier in August, Omnicom Group also unveiled its new global division Omnicom Advertising Group (OAG), which aligned its creative agencies globally under one leadership team. In the region, the newly structured OAG became the umbrella group for creative networks Impact BBDO, TBWA and DDB Dubai. In the month prior, the group also saw the leadership consolidation of Impact BBDO and DDB Dubai with Dani Richa, chairman and CEO of Impact BBDO Group of Companies, taking over leadership reins.

3

Picking up from last year’s VML consolidation, the WPP mergers continued into the current year, including the merger of global PR agencies BCW and Hill & Knowlton in January. The single entity’s new corporate identity Burson, named after Harold Burson, founder of Burson Marsteller, was officially rolled out in June. In the region, Hill & Knowlton CEO Bashar AlKadhi assumed leadership of the company.

4

Creative agencies did not escape the WPP merger drive this year either. March saw the consolidation of Grey and AKQA operations in five markets to drive efficiencies. AKQA became the lead brand in four of the five markets – Australia, Belgium, Italy and the UAE, while Grey remained the sole agency for China.

5

In August, Ascential, the owner of Cannes Lions and WARC, entered into an agreement to acquire the commercial assets of Effie, the global benchmark of marketing effectiveness. Effie joined the Lions Division, which focuses on creative

marketing. Bringing together the Effie Awards and Cannes Lions Awards under the same Ascential umbrella, the merger of Lions and Effie also placed emphasis on the connection between creativity and effectiveness in marketing.

6

The Advertising Business Group (ABG) partnered with Ad Net Zero to launch a chapter of the initiative in the UAE. Announced

by Khaled Al Shehhi, Executive Director of Marketing and Communication at the UAE Government Media Office, at Dubai Lynx this year, the initiative aimed to decarbonise the UAE’s advertising sector and encourage sustainable behaviour change through advertising. The initial launch was supported by Google, META, Unilever, Group M, MCN, Dentsu, Publicis Groupe and Omnicom Media Group.

7

September saw the official entry of a new group into the regional market – Stagwell. While some of the group’s agencies had an existing presence in the market, the group announced its forthcoming

December 19, 2024

MENA office where industry veteran Sunil John took on the senior advisor role for the region. John was appointed to oversee creative collective Forsman and Bodenfors, omnichannel media agency Assembly, strategic growth advisory firm Phronesis Group, and government advisory firm Consulum.

Earlier in June, the holding group merged global e-commerce agency Brand New Galaxy with Assembly, with the latter absorbing the former.

The group acquired Brand New Galaxy in 2021.

8

Marking a milestone for the region, the United Arab Emirates (UAE) broke into the top 10 nations in the Lions Creativity Rankings and claimed its highest spot to date. The UAE ranked eighth worldwide, having climbed three spots from its 11th-place ranking in 2023.

9

Big global names made an appearance at the second edition of the Athar Festival of

9

Creativity. WPP founder and executive chairman of S4 Capital Sir Martin Sorrell led the speaker lineup, joined by Matt McKie, the Director of Marketing at Manchester United. The festival concluded with its awards, honouring 51 Saudi winners who delivered exceptional creative work.

10

IAB revealed that MENA was the fourth largest digital ad spend market among EMEA markets. Ranking behind the UK, Germany and France, the region’s spend touched $6,251mn in 2023 according to IAB’s MENA Digital Ad Spend Report. In terms of individual country ad spend, KSA ranked the highest at $2,758mn, followed by the UAE’s $2,036mn.

11

Following the gaming frenzy and the growing number of gamers in the region, Saudi Arabia hosted the first Esports World Cup in Riyadh. The event took place over a span of almost two months

57

from July 3 to August 25. Brands including Heinz and Mentos took part in the event, catering to the gamers with activations, community tournaments and experiences.

12

In April, TikTok announced its first awards for advertisers and brands based in the METAP region, encompassing Saudi Arabia, UAE, Qatar, Egypt, Turkey, South Africa and Pakistan. The awards aimed to recognise “creative and high performing” campaigns on the platform.

13

Going full throttle on social and digital this year, MCN launched two new offerings in the region: McCann Content Studios and Interact. The Studio combines full-service social and creator strategy and execution into a single entity, while the Interact platform was created to bring together data, creative production, media and commerce to further power personalised and scaled communications for clients.

14

11

The green bug awakened later in the year with TheVantage group launching a specialised sustainability-focused offshoot. Called The GreenVantage, the subsidiary was launched to assist MENA brands and agencies in integrating sustainable practices in their campaigns. Robin Phillips was appointed as the General Manager of The GreenVantage.

15 12

In May, Havas announced its acquisition of Omni-commerce company Liquid to enhance its e-commerce and retail media offering. The merger saw Liquid rebrand into Liquid Havas and join the organisation under Havas Market, Havas’ full-service e-commerce service. Liquid’s chief executive officer, Sachinn J Laala, remained in his role, taking over Liquid Havas.

13

16

The acquisitions continued on the independent front. Communications group The Independents acquired multi-media and creative technology company Bureau Beatrice, expanding its reach in the Middle East. Muller & Phipps Middle East Group, a MENA-based technology distribution house also acquired all the assets of Power League Gaming, a regional e-sports and gaming agency.

14 16

17

Early in February, Emirates Post Group revealed its new brand identity called 7X. The new branding positioned the group as a “front-runner” in the logistics industry, while the name was chosen to represent “the connectivity of the seven emirates to the seven continents, across the seven seas”. Other brands that also revamped their identity this year include Sharjah, Jumeirah, Abu Dhabi Airport, ROSHN and PIF.

15

17

18 19

18

20

In March, Socialeyez launched its new positioning and branding, which included a new philosophy, “Create, No Matter What”, emphasising its dedication to creativity and social.

Earlier in February, in a similar fashion APCO dropped off the word 'Worldwide' from its name and logo, adopting a refreshed, modern logo.

19

In March, Emarat offered brands and advertisers the naming rights of its service stations. By claiming the naming rights, brands could also integrate their business models within these service stations.

20

Following in the footsteps of Las Vegas, it was announced that Abu Dhabi would get its own large-scale digital sphere. The yet-to-be opened entertainment venue is likely to double as a large space for advertisers, similar to its American counterpart.

58

December 19, 2024

1

2

Samsung Electronics promoted Omar Saheb to Vice President of Marketing and Online Business. In his role, Saheb continues to lead marketing and online teams across the region, driving growth and innovation. He has more than 20 years of experience in marketing management, business strategy, consumer insights and digital marketing, and has held key positions at Kellogg’s and P&G.

After 13 years as Head of Performance Marketing & Data Enablement at General Motors Canada, Furrukh Jawaid joined the Middle East and Africa arm as its Chief Marketing Officer. Jawaid joined General Motors in 2008 as a co-op student. He has since taken on significant cross-functional responsibilities through finance, customer care and aftersales (CCA), vehicle sales, and marketing.

3

Mercedes-Benz Cars Middle East appointed Taniya Chandra as the new Head of Marketing and Communication. Her responsibilities extend across the Mercedes-Benz General Distributor network.

Chandra, whose journey with Mercedes-Benz began as part of the group’s ‘Leader’s Lab’ management programme, succeeds Natalie Thompson, who is now the CEO of Mercedes-Benz Romania.

4

Ford Motor Company appointed Andrew Gregory as Marketing Director, Ford Middle East. He succeeded Pedro Simoes, who was appointed as Managing Director of Ford Philippines.

Gregory transitioned to the new position from his role as Brand Marketing Lead, where he oversaw all Ford’s nameplates and led strategic initiatives across all vehicle programmes.

MOVERS AND SHAKERS

TOP

5

Luxury real estate brand Sobha Realty promoted Ashish Parakh to the position of Chief Sales and Marketing Officer. Parakh began his journey at Sobha Realty as a management trainee and has steadily risen through the ranks to the role of Chief Sales and Marketing Officer, leading a team of more than 700 professionals across sales, marketing, channel relations, sales operations, and hospitality.

6

Volkswagen Middle East appointed Virginie Ludmer as its new Marketing Director. Ludmer’s career with Volkswagen Canada began as a brand marketing specialist, where she contributed to the growth and advancement of the Volkswagen brand through progressive marketing initiatives. Over time, she took on responsibility for directing all brand marketing activities, including orchestrating large-scale campaigns.

7

NASDAQ-listed global marketing and communications group Stagwell appointed Sunil John as its Senior Advisor to head the group’s forthcoming MENA office. Stagwell’s footprint across MENA includes its global creative collective Forsman and Bodenfors, omnichannel media agency Assembly, and strategic growth advisory firm Phronesis Group, as well as Consulum, a government advisory firm.

8

Ipsos announced Ziad Issa as its new Media CEO for the MENA region. He takes over from long-standing Elie Aoun. Aoun decided to step down after an exceptional 32-year tenure at Ipsos in the MENA region. Issa reports directly to Edouard Monin, the CEO of Ipsos in the region, and was appointed to advance the organisation’s media business with a focus on commercial activation and new media services.

December 19, 2024

9

Publicis Groupe Middle East appointed Adel Baraja as CEO of Publicis Communications KSA to reinforce the agency’s ongoing commitment to accelerating growth within Saudi Arabia. Baraja leads the Saudi operations for Leo Burnett and Saatchi & Saatchi within the agency’s framework. The group also appointed Ahmed Younis as its new Chief Creative Officer for Publicis Communications KSA.

13

TBWA\RAAD appointed Catherine Bannister as its new Chief Strategy Officer to lead the development of disruptive strategies aimed at fostering growth and creativity. She has extensive expertise in brand development, market expansion and talent cultivation. Her tenure of four and a half years in the region has equipped her with insights into regional dynamics, enhancing her ability to deliver strategic solutions.

17

Memac Ogilvy appointed planning and strategy specialist Mario Morby as Chief Strategy Officer, MENA. Morby has been based in the region for more than five years, working in strategy leadership positions with FP7 McCann. This builds on his distinguished experience in strategy and planning in his native UK. His rigorous and creative strategies have gained industry recognition and awards, including at Cannes Lions.

10

MCN appointed Lara Arbid as CEO of Initiative MENAT and Magna Global MENAT, following Bassem Massoud’s departure after 15 successful years with the network.

Arbid joined MCN Riyadh in 2014 and was the first female General Manager of a media agency in Saudi Arabia, leading Magna KSA for several years before moving to Dubai and leading as Regional Managing Director at Initiative and Magna.

14

VML UAE appointed Aricio Fortes as its Chief Creative Officer. He is a creative who has picked up more than 40 Cannes Lions awards. With an illustrious career spanning two decades, Fortes has amassed an impressive collection of accolades.

Prior to joining VML Dubai, Fortes held creative leadership positions at globally-acclaimed agencies, including Pereira O’Dell, Africa, Ogilvy Brazil, DM9DDB and BBDO China.

18

GroupM, WPP’s media investment group, appointed Pauline Rady as its Regional Managing Director and Client Lead at GroupM MENA. Reporting to CEO Amer El Hajj, Rady has been tasked with establishing best-in-class client excellence and scaling business growth across agencies. Rady, who previously led the LVMH media business in the Middle East, joins with 16 years of media experience in the region.

11

Dentsu appointed Tarek Daouk as CEO for its newly created sub-cluster of dentsu Middle East North Africa and Turkey (MENAT), expanding his role to lead dentsu’s operations in Turkey. He now leads the integrated growth strategy and business execution for MENAT. Daouk has also been appointed as the President for Merkle Southern Europe, Middle East, North Africa and Turkey (SEMENAT), expanding his remit.

15

Edelman promoted Marie-Claire Maalouf to Chief Creative Officer for the EMEA region. She joined Edelman in 2023 as Chief Creative Officer of Middle East, having spent 17 years at Impact BBDO. Maalouf leads creative across 13 markets. Her work has been recognised at major awards including Cannes Lions, The One Show, Caples, Clio Awards, LIA Awards, Dubai Lynx, D&AD, Epica, ANDYs, Warc and Effies.

19

Dentsu Creative MENA appointed Jon Holloway, as Managing Director, Brand and Experience. In this new role, he leads the brand and experience teams across the region, driving operational excellence to deliver next-generation projects and transformational work that fosters brand growth through immersi ve customer experiences. He was previously the Managing Partner, Experience, at Dentsu Creative EMEA.

59

12

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. Hallak has been with Publicis Groupe Middle East for 16 years, starting as Media Director at Starcom Lebanon in 2007, where she expanded to markets such as Iraq, Morocco, Algeria, and Tunisia.

16

Memac Ogilvy appointed Gautam Wadher as Chief Creative Officer in an effort to strengthen the company’s ‘borderless creativity’ approach across all business units.

He returns to Memac Ogilvy after a three-year tenure as Executive Creative Director at Saatchi & Saatchi. In his new role, Wadher has been tasked with scaling up the agency’s model of integration and collaboration.

20

The Romans appointed Joe Lipscombe as Partner to lead the agency’s strategic direction in Dubai and further its presence across the region. Lipscombe entered the region as a journalist, reporting for global publications, before serving almost a decade as Ogilvy’s executive strategy and creative director for PR across MENA. He has played a pivotal role in projects across the region, including Expo 2020 Dubai.

60

December 19, 2024

1

2

3

8

9

TOP

DIGITAL AND INTEGRATED CAMPAIGNS

1

UAE Government Media Office

Bring Your Impossible Agency: Impact BBDO UAE took over the Charing Cross station in Central London by placing a flying taxi, right next to a line of black cabs. The installation is accompanied by the line, ‘In the Emirates, even the taxis reach the skies’, highlighted the country’s plans to launch commercial flying taxi services by 2026.

2

Spotify

Tarab Agency: Science & Sunshine Inspired by the Arabic word ‘Tarab’, the Saudi Arabia-focused campaign celebrated the hyper-personal moments that occur when Saudi fans listen to Khaleeji music on Spotify, while highlighting the platform’s local catalogue. Loosely translated, ‘Tarab’ is most closely related to the word ‘enchantment’. The word is often linked with classical Arabic music, but ‘Tarab’ transcends genres.

3

Billboard Arabia

Sounds of the land Agency: SRMG Billboard Arabia collaborated with scientists and sound engineers to analyse maps and use topographic techniques to extract data from five locations in the region: Al Ula, Tafilah Tinghir, Kadisha Valley and Luxor.

The data was then transformed into

sounds by mirroring the patterns of the landscapes onto vinyl recordings, allowing each location to be heard in an audio format.

4

Pizza Hut

Frozen Pizzas Agency: Publicis Middle East In an industry often associated with frozen ingredients, Pizza Hut took a humorous approach to highlight its commitment to freshness. The brand introduced ‘frozen pizzas’ in supermarkets – but with a twist.

Upon opening the box, customers discovered it was empty, accompanied by a note explaining that Pizza Hut doesn’t do frozen pizzas. Instead, they were given a voucher for a freshly made pizza at a Pizza Hut restaurant.

5

VisitComoros.org

Real Summer Agency: VICE Arabia Aimed at UK audiences to boost tourism, the low-cost campaign cleverly used screenshots of Comoros’ warm, sunny weather paired with witty copy. The messaging tapped into the familiar frustration of UK residents over often missing out on a ‘real summer’, positioning Comoros as the perfect escape.

6

Careem

Careem Pay Agency: The Creative Studio, Careem

Capitalising on the Dubai’s peak summer travel season, the brand launched the marketing stunt to boost its brand visibility and promote its remittance services. Forgoing traditional in-flight advertising, Careem Pay asked its employees to wear branded t-shirts on flights, acting as walking billboards, bound for key remittance markets such as India, Pakistan, the UK, and the Philippines.

7

Testicular Cancer Society

Highlight Your Balls Agency: FP7 McCann The Testicular Cancer Society found a clever way to make self-checks for testicular cancer more engaging.

Recognising the popularity of football highlights on YouTube, the campaign used mid-roll technology to deliver its message right before a free kick.

As defenders in the wall instinctively shield themselves, the campaign demonstrated how to perform a self-examination, blending the message into the game footage.

8

Al-Futtaim Toyota

Journey into HerStory Agency: Memac Ogilvy Using geo-targeting technology on Yango Maps, the campaign transformed streets in Dubai named after influential Emirati women into living narratives, sharing the stories behind these names. The initiative offered commuters audio stories

specific to each street. Narrated by female Emirati voiceover artists, these stories highlighted the legacies of the women honoured, bringing their contributions to life for those travelling through the city.

9

Du

Business Starter Agency: TBWA\RAAD A departure from traditional B2B advertising norms, the campaign played on curiosity, intrigue and the mysterious. For a whole week, Du ran a campaign with a creative of a blue man without any mention of the brand, product, pricing, promotion, or offer. The only callout to the Du brand was the font and colours of the creative. The campaign also included gamified media elements and CGI.

10

Kinokuniya

Offset Box Agency: Saatchi & Saatchi The Offset Boxset, a collection of Forest Stewardship Council (FSC)certified books was designed to offset carbon emissions from social media use. Each set contained books that reduced 1 to 4 kg of carbon emissions, encouraged better reading habits, and educated people about climate change.

11

Deliveroo

Euro Food Wars Agency: and us The campaign tapped into the playful

December 19, 2024

4

5

10

13

14

BMW Middle East

BMW IJack Agency: Serviceplan Middle East Inspired by the finding that potential buyers of electric cars look for nearby stations first, the German brand photobombed 300 charging stations listed in Dubai on Google Maps with pictures of its electric range. The act increased visibility for the brand, creating a virtual showroom for the car’s range on Google.

13

12

15

18

‘Euro food wars’ seen during this year’s European Championships, where fans held signs taunting opponents with cuisine-based jabs such as ‘Pasta > Paella’ or ‘Fondue > Fish and Chips’. They turned these moments into promo codes for users in Dubai, allowing fans to enter a draw for an AED 500 voucher and contribute to their team’s score in Deliveroo’s pseudo ‘Euro Munch Match’.

Kudu

Kudu Rewards Agency: VML Riyadh Recognising Gen Z’s aversion to lengthy redemption processes, Kudu launched its new rewards app by offering instant rewards directly through its advertising. The Kudu campaign centred around the idea of ‘earn before you spend’ and used a Saudi composer to create a catchy song for its visually engaging film.

Every second of the song featured

7

11

17

12

6

hidden codes. Gen Z audiences were challenged to find these codes and redeem them for instant rewards on the Kudu app.

14

McDonald’s

After Dinner Dinner Agency: FP7 McCann As part of an initiative to promote late-night dining, McDonald’s UAE offered customers a free select meal in exchange for presenting a fine dining receipt from earlier that evening. By situating participating branches near upscale restaurants, the campaign targeted diners seeking a more affordable follow-up to their luxury dining experience.

15

Experience Abu Dhabi

20 Summers Agency: Memac Ogilvy Building on its ‘One Summer Isn’t Enough’ campaign, Experience Abu Dhabi took a different spin on influencer marketing by inviting 20 individuals named ‘Summer’ from 11 countries to visit the UAE capital.

The trip was designed to showcase Abu Dhabi’s attractions through the eyes of the ‘Summers,’ reinforcing the message that one summer isn’t enough to experience the city.

16

Saudia Airlines

ProtecTasbih Agency: Leo Burnett KSA Every year, millions of pilgrims travel

61

16

19

to Mecca for Hajj and Umrah. To support health and safety during these sacred journeys, Saudia, known also for religious travel, introduced ProtecTasbih. The prayer beads also doubled as hand sanitisers. These were distributed to Saudia passengers and pilgrims across Mecca.

17

Etihad

Black Friday Campaign Agency: Impact BBDO Etihad Airways partnered with Impact BBDO and Google’s Creative Works for a Black Friday campaign targeting early shoppers, as 70 per cent of Black Friday-related searches occur in October. Using YouTube Bumper Ads styled as in-flight safety announcements, the agency created 2,400 ad variations encouraging travellers to fly for their desired deals, from electronics to fashion.

Each version swapped product and destination imagery, delivering hyper-personalised travel suggestions.

18

Panadol

Pain is Everywhere Agency: Grey Argentina, Grey Dubai Panadol reimagined pain relief advertising by ditching the usual exaggerated image of individuals grimacing and red dots representing pain. Instead, the campaign uses relatable print and social ads to highlight everyday pains in familiar domestic settings – like bumping into

20

sharp corners of kitchen cupboards, stubbing toes on table legs or stepping on a building block.

19

DHL

Unexpected Delivery Methods Agency: Horizon FCB Recognising that nearly half of the global population resides in remote areas, DHL put a spotlight on the lengths it goes to deliver, no matter the location. The campaign showcased real ID trackers of actual deliveries reaching the world’s most secluded spots through its diverse delivery fleet, including mountain bikes, tricycles, boats, camels, canoes and even a runner. The campaign takes a different approach to the delivery industry communications, which are dominated by the pursuit of ‘faster, better and first’.

20

Grandiose

Only a Doggie Nose Agency: Tuesday Communications To promote its dog food and app, Grandiose directly targeted dogs in the UAE. Scented OOH posters infused with aromas of dog-favourite treats were placed in dog parks across the city, inviting dogs and their owners to investigate. Upon closer inspection, owners discovered QR codes offering International Dog Day discounts on dog food, directing them to the Grandiose app to redeem the offers.

62

December 19, 2024

TOP

FILM CAMPAIGNS

4 Nike

1 Riyadh Season

5 STC

2 Qiddiya City

6 EBM

3 The UAE Government Media Office

7 Lipton

Touching Hands Agency: BigTime Creative Shop; Production: RESET UK / Creators Inc Director: Guy Ritchie

Qiddiya. Play Life Agency: Droga5; Production: ProdCo; Director: Ian Pons Jewell and Nick Roney Writing: Asmaa Mohamed Akram, Talal Haj Ali Bek and Andy Lockley

Bring Your Impossible Agency: Impact BBDO; Production: Film Pudding Director: Martin Aamund

What if you can?

Director: Haifaa Al Mansour

What Will It Take for You to Go Further Production: Camouflage Productions

Incomplete Anthem Agency: Impact BBDO / BBDO Pakistan; Production: Seeme Productions Director: Jami (Jamshed Mahmood Raza)

Wanasa Mkamela Agency: Horizon FCB Dubai; Production: Good People

December 19, 2024

8 Uber Turkey

12 Riyadh Season

9 Beko

13 Nescafe, Nestle

10 Aramex

14 CIB Egypt

The Right Choice for a Taxi Agency: BPG Group; Production: Public Film Director: Dual

The Beko Inheritance Production: VML Germany and UK Director: Jack Howard

The Undelivered | A Message of Peace Production: LittleBig Productions Director: Shahir Sirry

Knockout Chaos Agency: BigTime Creative Shop; Production: Academy Films Director: Roman Chassaing

Nescafe 3in1 Shot Agency: FP7 McCann Cairo; Production: Everyone Director: Shank

CIB Mobile Banking Agency: Icon Creations; Production: Gorilla Production Director: Sherif Mounir

11 Dubai Metro and the Roads & Transport Authority (RTA) 15 Wakala Plus Motor Insurance Real Lives, Real Journeys Agency: Livingroom Dubai; Production: Boomtown Productions Director: Ted Beagles

All You Need is Wakala Plus Motor Insurance Agency: Amber Communications Director: Arun Francis, Film Dojo

63

64

December 19, 2024

TOP

CINEMA ADS OF 2024

Middle East’s leading cinema advertising representative Motivate Val Morgan has handpicked 20 of the top ads that graced the big screen in 2024, presented in no particular order.

I

n 2024, the cinematic landscape thrived with a mix of global blockbusters and regional films, establishing Middle Eastern cinemas as hubs for entertainment and brand engagement.

Cinemas evolved into cultural spaces, drawing millions to experience films like Dune: Part Two, Inside Out 2, and Deadpool and Wolverine.

Simultaneously, regional hits like X Merati strengthened local connections, showing that cinema here reflects both its people and global cinema.

With the MVM cinema circuit attracting more than 33 million moviegoers annually, advertisers leveraged this audience with campaigns. Delivered through its cinema planning and measurement dashboard, these campaigns showcased how cinema bridges the gap between experiential and on-screen engagement. From captivating on-screen ads to interactive lobby displays and sampling, these campaigns kept brands at the forefront of audience attention.

The Top 20 cinema ads of 2024 celebrate this synergy of storytelling and innovation, highlighting campaigns that resonated deeply with regional audiences. Exploring these creative efforts reveals cinema’s enduring appeal, combining technological advancements with the timeless allure of the big screen.

Yas Island

Hermès

Rolex

Burberry

Central Bank of Kuwait

Aspire UAE

Hermès

Title: Join the Hermès Pony Dance Media agency: Havas MVM chose this ad because… it brilliantly combines vibrant visuals with rhythmic energy, creating a cinematic experience that celebrates Hermès’ equestrian heritage with a playful twist.

Humans take centre stage, elegantly mimicking the graceful movements of dressage, making it a unique, immersive ad for the big screen.

Ne’ma

Title: #ValuingOurRoots MVM chose this ad because… this campaign masterfully weaves the critical message of minimising food loss and waste into a heartfelt generational storytelling format. Its evocative narrative, centred on valuing tradition and sustainability, feels right at home on the cinema screen, where its emotional depth and cultural resonance truly shine.

Central Bank of Kuwait

Title: Diraya Media agency: BPG Kuwait MVM chose this ad because… it cleverly uses humour to communicate an important message about the dangers of sharing personal details online, raising awareness of the risks of online fraud. The brand’s consistent use of comedy across its campaigns to address serious issues is a smart and effective strategy that enhances the accessibility and impact of its message.

CFI

Samsung

Title: Choose the One Who Understands You Media agency: Cheil Egypt MVM chose this ad because… the campaign, featuring Egyptian influencer Ahmed El-Ghandour, smartly blends humour and relatability to connect with millennials and Gen Z. Its over-the-top creativity takes full advantage of cinema’s immersive environment, transforming the ad into an engaging experience that effectively captures the attention of tech-savvy audiences.

Diriyah Gate Development Authority

Title: The City of Earth MVM chose this ad because… of the striking portrayal of Diriyah’s transformation into a global cultural destination. Blending cinematic grandeur with rich storytelling, the campaign captivates with stunning visuals. Its extended format, celebrating Diriyah’s unique role in preserving and showcasing Saudi Arabia’s cultural heritage, lends to the cinematic experience that audiences expect.

Yas Island

Title: Chief Island Officer – Ryan Reynolds

Media agency: Initiative MVM chose this ad because… Ryan Reynolds’ comedic brilliance transforms this campaign into a shared cinematic delight. Leveraging the big screen’s appeal, the ad amplifies Yas Island’s adventurous spirit while highlighting Reynolds’ charisma, perfectly aligning with the brand’s playful and vibrant persona.

Emirates NBD

Title: Financial Wellbeing Media agency: Digitas MVM chose this ad because… its exceptional use of musical storytelling combines with stunning animated visuals. The ad draws the audience into a journey that spans generations, effectively conveying the importance of financial education and the vital role financial institutions play at every stage of life.

Aspire UAE

Title: Abu Dhabi Autonomous Racing League (A2RL) MVM chose this ad because… it leverages the unmatched power of cinema’s state-of-the-art

December 19, 2024

65

father, played by Antonio Banderas, and his daughter, elegantly intertwined with the advanced technology of the E-Class. Strategically launched alongside Gladiator 2, this thoughtful alignment reinforces Mercedes-Benz’s brand values of sophistication, innovation, and emotional storytelling, creating a memorable and impactful viewing experience.

Nissan

Chanel Coco Crush

Title: Defy Ordinary Media agency: OMD MVM chose this ad because… the campaign stands out by showcasing regional icons and trailblazers, including Mishaal Ashemimry, Reem Al-Kuthairi, Faisal Jawad, Ali Al Jabri, Carla Chamoun and Nayla Al Khaja, who embody the spirit of defying the ordinary. The ad effectively uses cinematic storytelling to link these powerful figures to the brand’s message of excellence, pushing boundaries, and transforming challenges into opportunities.

Nissan

Chanel Coco Crush

Joyalukkas

Tawuniya Insurance

National Water Company – KSA

Title: Some Encounters You Wear Forever Media agency: PHD MVM chose this ad because… it combines captivating visuals with a game of luck and destiny, set to the irresistible rhythm of Jamie xx’s It’s So Good. Featuring Chanel ambassadors such as Jennie (BlackPink), Lucy Boynton, and Amandla Stenberg, the ad celebrates timeless elegance, seamlessly blending classic beauty with contemporary flair – making it a perfect fit for the cinema canvas.

Panda Retail Company

Diriyah Gate Development Authority

screens and sound systems to immerse adventureloving moviegoers in the thrilling future of autonomous racing. Its high-octane visuals and exceptional surround sound make it a perfect fit for the cinematic experience, leaving audiences captivated and curious about the innovative concept of the event.

CFI

Title: Pushing My Limits MVM chose this ad because… by enlisting Lewis Hamilton, the ad masterfully applies the power of celebrity endorsement to deliver its core message: success is built on the foundation of data and intelligence. Combining the F1 driver's iconic stature with a clear narrative, the campaign looks larger than life on the cinema screen.

Careem

Title: Careem Pay Media agency: Red Dot Media MVM chose these ads because… as part of a two-piece campaign designed to engage distinct expat communities in the UAE, these ads leverage cinema’s unparalleled ability to hyper-target diverse audiences. The strategic use of humour not only amplifies their relatability but also enhances their memorability, showcasing how to create a lasting impact on the big screen.

Rolex

Title: #Perpetual Media agency: Mindshare MVM chose this ad because… it spotlights

Emirates NBD

cinematic legend Martin Scorsese in a masterful celebration of timeless artistry and heritage. Part of a two-part series that also features James Cameron, the campaign seamlessly weaves Rolex’s iconic timepieces into a narrative of creativity, legacy and cinematic elegance.

Burberry

Title: #ItsAlwaysBurberryWeather Media agency: OMD MVM chose this ad because… the quirky, visually stunning ad, featuring Olivia Colman, blurs the lines between advertising and cinematic storytelling. Its engaging narrative transports the audience into a world that feels more like a scene from a film, creating an experience that audiences don’t want to end.

Joyalukkas

Title: The Heart of Every Celebration MVM chose this ad because… it captures the essence of celebrating life’s most cherished moments. It takes viewers on a grand Bollywoodlike visual journey through diverse celebrations, where every occasion becomes a reason to celebrate. Joyalukkas’ elegant jewellery designs add a touch of sparkle and emphasise the significance of each special moment.

Mercedes

Title: E–Class with Personalised Experiences Media agency: Resolution MENA MVM chose this ad because… the campaign masterfully highlights a heartfelt bond between a

Title: Better Together MVM chose this ad because… it effectively communicates the urgency for change in unhealthy habits amidst the chaos of everyday life through fast-paced visuals and a vibrant voiceover.

Cinema’s engaging environment enhances this approach, ensuring the message remains focused and impactful, with every detail amplified by the big-screen experience.

National Water Company – KSA

Title: Father Says Media agency: Veyron Marketing MVM chose this ad because… it showcases a dynamic group of young heroes championing water conservation, blending a powerful environmental message with an engaging narrative. By appealing to a younger audience, the campaign brings a critical issue to life, resonating deeply with this year’s cinema demographic.

Tawuniya Insurance

Title: Tawuniya Mobile App MVM chose this ad because… the campaign effectively highlights the ease and efficiency of the Tawuniya Mobile App, blending practicality with light-hearted humour. By leveraging cinema’s charm, it delivers a narrative that redefines everyday insurance experiences, regaling our audience with a fresh perspective.

Boubyan Bank

Title: We Work Very Well Media agency: Zenith Media MVM chose this ad because… it uses an office setting to creatively show how individuals are different and so are their needs. This almost seamless, movie-like, single-shot commercial evokes cinematic storytelling while positioning Boubyan Bank as a dynamic, human-centric solution to modern financial challenges.

66

December 19, 2024 1

TOP

PITCHES

2

1

This year, GroupM unveiled a new chapter of success in the region with more than 10 significant business wins in less than six months. Wakemaker MENA won L’Oréal Middle East. Mindshare MENA won Al Fardan Jewelry, Alat, Amala, Americana Foods, Diriyah Gate Development Authority, du, Electric Vehicle Infrastructure Company, Inma Bank, Mondelez, New Murabba and Roberto Coin. EssenceMediacom won Qiddiya and L’Oréal in Egypt. It also extended its partnership with Etisalat in Egypt and has retained Vodafone in Oman.

2

Ras Al Khaimah Tourism Development Authority (RAKTDA)

appointed three agencies to further enhance its global brand marketing and communications initiatives. Its partnerships with creative agency Impact BBDO, PR agency Burson and SEO specialist SEO Sherpa, aim to strengthen RAKTDA’s ongoing efforts to position Ras Al Khaimah as a destination of the future on the global stage.

7

3

Middle East as its lead creative agency, signing a three-year contract for strategic and creative services across the group’s portfolio in the region.

The agency leads strategic consultancy, PR, and creative direction for Carlsberg’s brands in the GCC, with a primary focus on Saudi Arabia and the UAE.

8

3

Ferrero chose McCann Worldgroup to handle its creative account for Kinder and Tic Tac in the Middle East, alongside the Africa, Asia-Pacific and Europe regions. The win followed a competitive pitch, which resulted in McCann taking on global strategy responsibilities for the two brands.

Sunny Side Up was appointed as marketing partner for Tim Hortons in the Middle East.

The creative agency was chosen to redefine the Canadian coffee brand’s social narrative and strengthen its market presence in the UAE, Qatar and Oman.

4

9

4

Reckitt appointed Zenith Middle East as its media agency for the GCC region. Following a rigorous and competitive pitch process, Zenith ME took the lead in executing a broad range of media responsibilities, including media planning and buying, digital, and offline media strategies.

5

Tuesday Communications won the NEOM Design and Construction mandate as the project’s creative

Grey (which merged operations with AKQA across five markets in March 2024) won a share of the Krispy Kreme account in the MENA region. The creative agency acts as the doughnut brand’s strategy and creative partner in the region. It leads all communications across seven countries: UAE, KSA, Egypt, Qatar, Bahrain, Jordan and Kuwait.

10

5

BPG (Bates PanGulf, part of WPP) revealed the addition of Honda Motor Co. to its portfolio of clients after coming out on top in a competitive, multi-agency pitch. BPG has been entrusted with enhancing customer experience (CX) and social media content for the automotive brand across 13 markets. BPG also offers strategic support on digital assets, creative development and media as the global mobility leader transitions to a new product portfolio that will help achieve its net zero ambitions by 2050.

partner. The independent agency works with NEOM’s brand team on creative storytelling.

6

The Romans was awarded the PR, events and activations account for the Wynn Al Marjan Island resort in Ras Al Khaimah. The pitch process lasted three months and the remit involves messaging around the build and launch of the fifth global Wynn resort. The independent agency also secured the MENA PR work for Binance.

6

Carlsberg Group Middle East appointed M&C Saatchi

7

9

8 10

December 19, 2024

67

10

1

2

1

Google: Earlier this year, Google decided to offer users the option to either turn cookies ‘on’ or ‘off ’ through a one-time prompt – a choice that can be adjusted at any time – instead of eliminating third-party cookies, which are tiny packets of information or code that track users and their behaviour on the internet. Campaign Middle East spoke to several marketers who discussed the impact this would have on their ad-buying strategies, personalised campaigns, targeted advertising, attribution models and tracking.

ADTECH

2

Criteo: In November, global tech company Criteo partnered with data collaboration platform LiveRamp to enable the use of the platform alongside Criteo’s Commerce Yield monetisation tool. This combination offers access to high-value audience segments built on both online and in-store purchase data, improved reporting of sales data across all channels, enhanced retailers’ first-party targeting, boosted attribution capabilities of their media networks, and supported retailers’ ability to raise revenue from retail media.

3

3

13

5

automation, and AI to meet consumers where they are in the physical world and offer real-time targeting capabilities to advertisers.

7

6

8

group dedicated to supporting tech advancements, invested an undisclosed amount in Mubashir, an Oman-based digital out-of-home (DOOH) advertising network, to facilitate Mubashir’s growth plans and bolster its adtech advancements, including leveraging data analytics,

MiQ: In May 2024, MiQ expanded its

Seedtag: Contextual advertising company

Seedtag acquired Beachfront, a US-based sell-side ad platform built for CTV and streaming, incorporating Beachfront’s premium inventory and expertise in CTV advertising into Seedtag’s existing contextual advertising solutions, allowing clients to deliver privacy-first ads across multiple channels.

DXTA Technology: A subsidiary of W Group Holding, DXTA Technology, struck a strategic partnership with Strike Ads in August, which secures exclusive representation of Gameloft in the GCC region and, through this representation, opens avenues to engaging, experiential, interactive and memorable ‘gamified’ marketing opportunities.

Mubashir: ITHCA Group, an Omani investment

ArabyAds: ArabyAds announced the soft launch

of Household Graph – a next-generation audience targeting solution that enhances the reach and precision of connected TV (CTV) and mobile advertising campaigns. The beta release for select partners enables insight into household dynamics, behavioural patterns and individual preferences, allowing brands to target both households and specific individuals with accuracy.

12

Aleph: In June, global adtech company Aleph, which connects more than 26,000 advertisers with an audience of more than 3 billion consumers worldwide through partnerships with the world’s leading digital platforms, strategically expanded its ‘One Brand’ initiative into the MENA region. The initiative streamlines services for its clients and opens avenues for market expansion, multi-service cross-selling and strategic mergers and acquisitions.

5

10

partnership with Pixability to boost YouTube advertising in the region. MiQ uses Pixability’s proprietary brand suitability solution, bolstered by its data science and trading capabilities, to ensure brand-safe and relevant advertising on YouTube.

partnership with Azraq, a UAE-based NGO focused on environmental conservation, to promote sustainable advertising in the UAE. Through initiatives such as mangrove planting, coral reef restoration and clean-ups, the partnership helps clients offset advertising campaign emissions.

Incubeta: Global digital marketing group Incubeta adopted Gemini for Google Workspace for its entire workforce, providing the generative AI tool en masse for all its 800 employees in October.

Gemini for Google Workspace provides a range of capabilities, using generative AI to support document summarisation, idea creation and productivity enhancements, as well as unique search abilities and image creation by embedding itself into Google Workspace.

AdScholars: This year, AdScholars introduced AI-DEO, an AI-powered video ad format that enables highly accurate contextual targeting that ensures better audience engagement. It also revealed a slew of partnerships with measurement platforms to offer enhanced attention metrics and brand lift studies.

11

Equativ: In October, Equativ revealed its

4

9

Memob+: Data intelligence company Memob+

has upgraded its AllPings platform, empowering marketers with precise location intelligence and detailed audience insights. The new software as a service (SaaS) offering allows brands to increase sales, capture greater market share and drive footfall up to 20 per cent higher.

Pixis: In early 2024, Pixis.ai and Channel

Factory partnered to empower advertisers to maximise return on investments (ROI) with smaller budgets. The partnership offered advertisers a combination of Channel Factory’s existing AI technology with Pixis.ai’s AI capabilities to increase operational speed, accuracy and quality and decrease time to market, resource requirements and costs.

14

Yango Ads: Digital marketing platform Yango Ads unveiled its Internal Creative Bureau – a team of more than 300 international experts who can create and localise marketing materials in more than 75 languages – offering services including static and animated custom banners, copywriting and social media marketing (SMM) content, search engine optimisation (SEO) audit and analysis, and video, motion graphic and 3D objection generation.

15

WebEngage: Sobha Realty partnered with

marketing automation firm WebEngage to improve customer engagement and unlock a new level of personalisation, leveraging AI to reshape how buyers experience the Sobha brand.

68

1

December 19, 2024

1

In April, OSN Group completed the acquisition of its majority stake in audio platform Anghami.

First announced in November last year, the merger brought the OSN streaming arm OSN+ and Anghami content libraries together. While the two products remained separate, they were connected to allow users to switch between the two easily. Elie Habib, co-founder of Anghami, took over the new combined business as CEO, while Joe Kawkabani remained the CEO of OSN’s TV business.

2 4

In an effort to manage out-of-home advertising sites, Dubai launched a new media company in September. Established by Dubai Ruler His Highness Sheikh Mohammed bin Rashid Al Maktoum, Mada Media Company was tasked with managing, developing, and operating advertising sites across Dubai. The move saw RTA, Dubai Municipality – in coordination with the Dubai Investment Fund – and other entities transfer their advertising-related assets, rights and obligations to the company. Mada Media Company is also responsible for investing in adtech, conducting research and ensuring regulatory compliance.

3

Industry body IAB MENA initiated a special audio task force to support audio publishers, advertising agencies and advertisers in navigating advertising in the audio mediums. A new addition to the body’s nine task forces, the audio task force was created to increase awareness and 5

8

understanding of the audio advertising landscape.

It aims to enhance measurement within the industry, and to ensure the effective quantification and optimisation of audio campaigns.

4

In February, Abu Dhabi-based Multiply Group completely acquired outdoor media company BackLite Media. The acquisition saw BackLite Media join the group’s media vertical that also houses outdoor companies Viola Outdoor and Media 247. The latter was acquired by Multiply last year. The deal included all operating entities of BackLite Media and was a step in Multiply Group’s efforts to consolidate its media vertical.

5

Two studies were launched to measure attention using eye-tracking technology for Arabic content and ads. Conducted in collaboration with Lumen Research, Dentsu, in partnership with Snap and Teads, released its Unlocking the Currency of Attention KSA study that evaluated attention across five social, video and contextual platforms. Meanwhile, an OMG and Seedtag study compared attention and recall between traditional and contextual advertising.

6

In January, outdoor media company Al Arabia signed a deal worth $142 million for Dubai’s out-of-home advertising rights. RTA, the Roads and Transport Authority in Dubai, granted Al Arabia the rights to install, operate and maintain 294 outdoor advertising billboards for 10 years and 5 months. The move also marked the official entry of Al Arabia, originally based in Saudi Arabia, into the UAE market, through the establishment of a local company.

7

Pinterest entered the advertising landscape in the region through a sales partnership with DMS in July. The partnership provides brands and advertisers with digital ad solutions to connect with Pinterest’s audience in key Middle East and North Africa (MENA) markets, including Algeria, Bahrain, Egypt, Iraq, Kuwait, Oman, Qatar, Saudi Arabia and the UAE.

8

9

10

In August, OOH guidelines for advertisers in Dubai were updated. Published in the Dubai Out-Of-Home Advertising Manual, the updates included standardised design criteria, aesthetic elements, and updated spacing criteria between billboards. Other key additions included new designated zones for advertising and new procedures for the construction of commercial signage.

9

MILESTONES

MBC Media Solutions announced the adoption of the audience measurement tool KSA TAM for TV channels across MBC GROUP, Saudi Sports Company (SSC), and Al Arabiya News Channel.

The adoption was revealed in light of the decision

by Saudi Arabia’s General Authority of Media Regulation to establish KSA TAM as the official national benchmark for audience measurement in the Kingdom.

10

In March, RTA announced the introduction of 4,500 in-car interactive screens in taxis. The screens showcase lifestyle, news, entertainment, offers and promotions, and create new opportunities for advertisers to place their ads. The screens were first tested as part of a pilot, conducted by RTA in 2022.

December 19, 2024

WRAPPED 2024

S

potify has launched its annual campaign, Spotify Wrapped 2024, celebrating fans, artists and creators who made this year a record-breaking, culture-defining and fandom-shaking one. Some key trends seen across the region include the Arab diaspora taking Arab music global, the dominance of pop and Khaleeji music in the region and hypergrowth genres breaking into the mainstream.

Arab diaspora: taking Arab music global This year, Arab artists including Elyanna and Saint Levant have captivated international audiences, performing at major global festivals. BelgianMoroccan artist Dystinct topped France’s Spotify Top 50 with his hit alongside Gims. The Wrapped data also shows diaspora listeners reconnecting with their roots through icons such as Sherine and Amr Diab, illustrating music’s power to bridge generations and geographies.

Pop and Khaleeji thrive In Saudi Arabia, Khaleeji music continues to lead, with Ayed crowned as Spotify Wrapped’s top Arab artist of the year. His hits resonate across Saudi Arabia, Egypt, and Kuwait, marking him as a voice of a new generation. Alongside Ayed, legends such as Abdul Majeed Abdullah and Rashed Al-Majed continue to prove the timelessness of Khaleeji music, ranking second and third in Saudi Arabia, respectively.

In Morocco, pop music is surging with fresh energy. Rising stars such as Lazaro, whose hit ‘Mahboul Ana’ charted for weeks and secured the #9 spot on Morocco’s Spotify Wrapped top songs, are fueling this momentum.

In Egypt, pop remains dominant with Tamer Ashour’s ‘Haygeely Mawgoo3’ being the number one song. The scene also welcomes new voices including Tul8te, whose indie-pop hit ‘Habibi Leh’ went viral, captivating hearts across the region.

Hypergrowth genres break into the mainstream In Egypt, Mahraganat – a street genre known for its raw, electrifying energy and do-it-yourself (DIY) ethos – is experiencing skyrocketing streams. With artists producing tracks rapidly, the genre now comprises 40 per cent of the top songs on Egypt’s Wrapped list.

Moroccan hip-hop, led by artists including ElGrandeToto and Stormy, is also gaining mainstream traction. This year has been transformative, with many leading Moroccan artists releasing impactful albums and EPs. Arabic podcasts win big The podcast scene in Saudi Arabia is flourishing, reflecting the rich tapestry of Saudi culture.

Leading the way is the widely acclaimed Finjan Ma’ Abdel El Rahman Abo Maleh, which topped the charts for the second consecutive year. Other favourites include the personal stories and true crime podcast Jinaayah and the visual podcast Areeka ( ‫) أريـــكة‬, known for its sharp focus on social issues. Sahib ( ‫) صحب‬, which delves into reflective life topics, and Yasir Khair ( ‫ ) يصير خير‬were also among the most popular shows this year.

Most-streamed Arab artists in Saudi Arabia 1. Ayed 2. Abdul Majeed Abdullah 3. Rashed Al-Majed 4. Assala 5. Majid Almohandis 6. Sherine 7. Tamer Ashour 8. Mohammed Abdu 9. Amr Diab 10. Abadi Al Johar

Most-streamed artists in Morocco 1. ElGrandeToto 2. Stormy 3. Morad 4. L’morphine 5. Draganov 6. LFERDA 7. DYSTINCT 8. Inkonnu 9. Jul 10. The Weeknd

Most-streamed artists in Egypt 1. Essam Sasa 2. Amr Diab 3. Eslam Kabonga 4. Tamer Ashour 5. Marwan Pablo 6. Wegz 7. Cairokee 8. Sherine 9. Ramy Sabry 10. Muslim - ‫سلِم‬

Most Popular Podcasts in Saudi Arabia 1. Finjan Ma’ Abdel El Rahman Abo Maleh 2. Jinaayah 3. Areeka ( ‫) أريـــكة‬ 4. Sahib ( ‫) صحب‬ 5. Yasir Khair ( ‫) يصير خير‬ 6. The Joe Rogan Experience 7. Dupamicaffeine ( �‫)دوباميكاف‬ | 8. Kanbat Al-Sabt ( ‫) كنبة السبت‬ 9. Dalilak lel Englezi ( ‫) دليلك ل�نجليزي‬ 10. Tanaffas ( ‫) بودكاست تَن َّفس‬

69

70

December 19, 2024

3

7

4

8

5

9

6

10

TOP TOP SONGS

YOUTUBE

1. Haygyly Mawgoo3

Tamer Ashor (Egypt) 2. Mahboul Ana Mohamed Lazaar aka Lazaro (Morocco) 3. Am Elmagaal Mahmoud El Leithy (Egypt) 4. Sabab Farhity Assala & Ahmed Saad (Syria & Egypt) 5. Fouq Assala (Syria) 6. Fatou Liyam Cheb Hichem Tgv (Algeria) 7. Hawasy Lbenj (Morocco) 8. Koul Waad Wael Jassar (Lebanon) 9. 3achkek Idman Cheb Hamidou (Algeria) 10. Sabran Al Shami (Syria)

Y

ouTube has released its annual lists ranking the top creators and music on the platform across the Middle East and North Africa (MENA) region. For the first time, YouTube also has unveiled the top trending topics in the MENA region, highlighting leading moments in news, trends, pop culture, and more that resonated across the platform.

Commenting on the lists, Javid Aslanov, Head of YouTube MENA, said, “This year’s YouTube end-of-year lists reveal how YouTube mirrors the most important events in the MENA region.

From breaking news and sporting moments to the latest gaming trends and breakout musical artists, these lists showcase how creators give life to the region’s most important stories, sharing their perspectives and engaging audiences across diverse formats – including Shorts, long-form videos, live streams, and podcasts – on the topics that matter most to them.”

1

2

TOP CREATORS

1

AboFlah: Kuwaiti gaming sensation

continues to top YouTube’s top creators lists for the fourth year in a row.

With more than 43 million subscribers, his videos have amassed more than 6.5 billion views.

2

Majd Alzakout: UAE-based Syrian artist

and lifestyle creator Majd continues to gain popularity across MENA, with more than 2.2 billion views, including his most popular Shorts video, which has more than 47 million views.

3

BanderitaX: Saudi gaming creator

Bandar’s authenticity continues to attract audiences across MENA with

over 5.4 billion views and 18.1 million subscribers.

4

Abo Nooh: Saudi Gaming creator Abo Nooh appears in the top trending creators list for the second year in the row.

5

Shawar: Egyptian creator Shawar’s

humour captured the attention of more than 13.1 million subscribers. His top three shorts have more than 383 million views alone.

6

ShongxBong: Another force in the world of gaming content, Saudi Arabia’s ShongxBong’s unique gaming style continues to attract billions of views.

7

Alkaisr: Egyptian multiformat comedy

creator Alkaisr’s blend of long-form, livestream and shorts amassed more than 7 billion views.

8

Abo Rany: Palestinian creator Abo

Rany’s daily vlogs caught the attention of over 3 million subscribers.

9

POWR Suhaib: Saudi-based Palestinian

creator Suhaib is a renowned name in the world of gaming in Saudi Arabia with more than 7.3 million subscribers.

10

Alkhal Mahdi: Lebanon-based Mahdi’s skits and mini-dramedies have amassed more than 678 million views.

TRENDING TOPICS (not ranked):

• EA Sports FC 24 • Free Fire MAX • Al Shami • Rafah • Southern Lebanon • Asoka (makeup trend) • Poppy Playtime: Chapter 3 • Imane Khelif • Qesma w Naseeb

December 19, 2024

71

TOP SNAP STARS

Snapchat shares some of its top creators who have the highest subscribers in the region.

farah_alhady1 and aqeelstar KUWAIT Farah Alhady and Aqeel Alrayeesi are a popular couple from Kuwait, known for their work as content creators.

Farah, an actress and social media figure, and Aqeel, a fashion-forward actor and entrepreneur, co-own a children’s clothing brand and a perfume line. Through vlogs and social media, they share glimpses of their personal lives, blending fashion, entrepreneurship and parenting. Their strong online presence has made them influential figures in Kuwait’s fashion and lifestyle scenes.

zainab_makeup BAHRAIN snapahlam UAE Ahlam Alshamsi is a UAE-based artist, business owner, and influencer, renowned for her passion for music, beauty and fashion.

As one of the region’s most beloved voices, she has a massive fanbase and has hosted both international and regional tours to promote her albums. Known as “ ‫( ” فنانه الخليج‬The Gulf Artist), Alshamsi combines her musical talent with a sophisticated sense of style and a keen eye for trends.

MISSING PIC y_alnemat JORDAN Yazan Abdallah Ayed Al-Naimat is a Jordanian professional footballer who plays as a forward for Al-Arabi SC in the Qatar Stars League and the Jordan National Team. Known for his speed, technical ability and goal-scoring instinct, he has become a key player for both club and country.

Al-Naimat is regarded as one of Jordan’s top football talents, continuing to represent his country in international competitions.

kholodiii and amen_alord KUWAIT Kholod and Amen are a duo from Kuwait, known for their strong online presence and engaging content that covers several topics including lifestyle, beauty, personal development, and family life.

Kholod, a doctor and business owner, brings a blend of professional expertise and entrepreneurial spirit to their shared platform.

Together, they have built a massive fan base and established themselves as influential figures.

Zainab Al Alwan is a talented makeup artist and beauty influencer from Bahrain, known for her expertise in makeup tutorials, product reviews and skincare tips. With a focus on creating detailed, easy-to-follow content, she has built a loyal following of beauty enthusiasts. Al Alwan’s tutorials empower her audience to elevate their beauty routines while staying true to Middle Eastern roots and cultural identity. Her approachable style and authenticity have made her a trusted voice in the beauty community.

qqq QATAR Abdullah Alghafri is a Qatari influencer, entrepreneur and interior design studio owner, known for his focus on lifestyle, real estate, and business. With more than 3.5 million podcast subscribers, he shares insights on success and entrepreneurship. In a recent interview, Alghafri discussed his rise as one of Qatar’s top influencers and revealed how he became a business tycoon in the GCC. His entrepreneurial success has made him one of the key figures in the Middle East region on Snapchat.

artistamal1 SAUDI ARABIA Amal Alansari is a makeup artist, content creator and business owner from Saudi Arabia. Founder of her own perfume brand, she has become one of the country’s top influencers, collaborating with major makeup brands including MAC, YSL and Armani. Known for her passion for beauty and luxury, Amal is also an avid car collector with a love for high-end automobiles.

Coming from a family with a large fanbase, she shares beauty routines, lifestyle tips and her entrepreneurial journey, making her prominent in the Middle East influencer scene.

sherii.amara and ossymarwah UAE Shiren Amara and Osama Mariah are a married couple of video creators from the UAE. Amara is known for makeup reviews, while Mariah creates engaging experiment videos.

Together, they’ve built a large fanbase, especially among men. Blending humour, style and cultural relevance, they create content that resonates with a broad audience.

Their authentic personalities and creative approach have made them prominent figures in the UAE’s influencer scene, sharing everything from lifestyle tips to everyday moments.

blihyy.5 SAUDI ARABIA Ali Albulayhi is a professional footballer from Saudi Arabia, currently playing for Al Hilal FC, one of the top clubs in the Saudi Pro League. Known for his skill and dedication on the field, Albulayhi has quickly gained recognition as a talented and promising player in Saudi football.

ahmedhelmy EGYPT Ahmed Helmy is a renowned Egyptian actor, comedian, and judge on Arab’s Got Talent. Known for his versatile acting skills and charismatic personality, he has starred in numerous hit films that have become major successes. Recently, he has expanded his career to music, while also appearing in popular TV shows and advertisements. As one of Egypt’s most beloved public figures, Helmy uses his platform to connect with fans, share his experiences and promote positivity.

72

December 19, 2024

PREDICTS HOME

Cherry coded

Aura beauty

Primary play: The inner child in everybody will escape to colourful new places in 2025. Gen Z and Gen X plan to paint funky murals onto furniture, jazz up their rooms with contrast trim, and convert their drab cupboards with primary colouring.

Mix and maximalist: For 2025 decor, more is more.

This year, Gen X and Boomers will mix and match brilliantly bold patterns, eclectic prints and delightful textures in all colours of the rainbow.

Oh, and layering – lots of it.

BEAUTY

Goddess complex: Women will be treating themselves like goddesses in 2025, embracing their divine drip like never before with gold facials, goddess braids and sublime nail designs. Among Boomer and Gen X women on Pinterest, ‘goddess energy aesthetic’ is a hot search term.

Aura beauty: 2025 will be the year of the makeup mood ring. Gen Z and Boomers are driving this high hue look that’s all about honing in on a color aesthetic and flaunting it from chin to cheek. Find your aura, wear it with confidence and consider yourself dipped in vibes all day long.

Primary play

PARENTING

Nesting parties: Traditional baby showers are about the gifts and the guests. Nesting parties are about helping new parents prepare for the postpartum period, setting up their homes for the baby’s arrival with freezer-friendly meals, nappy bouquets and baby cabinet organisation. Gen Z and millennials are remaking the prepartum party.

FOOD AND BEVERAGE

Goddess complex

P

interest has released Pinterest Predicts, its annual trend report, which aims to provide consumers and advertisers a first look at the trends for 2025.

More than half a billion people come to Pinterest each month to search and shop for the next big thing, which gives the platform insights into what’s next. By analysing year-over-year growth in search terms, Pinterest identifies the fast-rising patterns and curates findings into the futurelooking report, which has proven to be more than 80 per cent accurate over the past five years.

The top trends mapped in the report show bold forms of expression and maximalism, which mean that consumers will look to make a statement, to stand out, engage all their senses through their style choices, and be an active part of ongoing marketing and advertising trends.

For 2025, Pinterest Predicts shares the top trends across home décor, fashion, beauty, travel, food and beverage that will influence advertising creatives and consumer choices.

CROSS-CATEGORY

Cherry coded: Gen Z and millennials will infuse cherries into their makeup, menus and mood boards in the coming year, with ‘cherry vibe’,

Surreal soirees

‘cherry car’, and ‘cherry martini’ already soaring as search terms. Tart is all heart in 2025.

Dolled up: In 2025, people will turn their entire lives into a tiny, mighty dollhouse. Millennials and Gen X will go all-in on babydoll makeup, cute room ideas and necklace charms in the most whimsical colors.

TRAVEL

Peak travel: Cities peaked in 2024. Out-of-the-way mountainous venues will be the go-to travel destinations in 2025 as Gen Z and Gen X seek treetop views and fresh, thin air. Gear up for your next ele-vacation.

FASHION

Seeing double: Besties don’t copy – they match. This year, coordinated fits will be the topic du jour in the group chat. From collaborating on festival fits to aligning on date night looks, Gen Z and Boomers will be all about staying in sync (in a chic way).

Terra futura: Boomers and Gen X are rebels with a cause, revolutionising sustainable living with recyclable fashion, self-sufficient gardens and other eco-living aesthetics. They’re searching in large numbers for terms like ‘solarpunk house’, ‘solar punk fashion’ and ‘chaos gardening’.

Rebel floats: The fizz is the rizz. Old-school soda pop will get a radical makeover as Gen Z and millennials increasingly search for terms such as ‘cream soda aesthetic’, ‘soda drinks recipes’ and ‘homemade soda’. Cool in 2025: creating and consuming carbonated concoctions of all kinds and colours.

Chaos cakes: Cute cakes will be out. Silly cakes, funny cakes and even rodent-themed cakes will be in as Boomers and Gen X find themselves in their 2025 confections. The wackier and weirder the better. Strange fact: Searches for ‘rat cake’ are multiplying like, well, rats.

CELEBRATIONS

Rococo revival: Weddings and parties will be vibing Marie Antoinette, the Rococo Queen, who flashed both opulent and ultra-feminine. Gen Z and Boomers are driving this trend toward classic corset gowns, luxe accessories and ornate tablescapes.

Surreal soirees: Curvy candlesticks, fantastical flowers and gravity-defying centerpieces. In 2025, people will infuse their tablescapes and decor with modern surrealism. Gen X and Boomers are driving this out-of-this-world party trend. Searches for ‘Salvador Dali aesthetic’ suggest a pull toward the Surrealist art movement.

ENTERTAINMENT

Player one: More than ever, Gen X and Gen Z are seeking to curate their digital lives by customising their avatar’s hair, outfits and even accessories. This avatar aesthetic is found in searches for terms like ‘pfp ideas y2k’, ‘cute outfit codes’, and ‘skirt codes’.

December 19, 2024

MATTER OF FACT News, views and trends from across the spectrum TARIQ AL SHARABI Managing Director of Cicero & Bernay Communication Consultancy In today’s fast-paced social media landscape, rebranding has become a crucial strategy for brands to remain competitive. It’s not just a cosmetic overhaul, rather, a chance to adapt to shifting consumer expectations and cultural trends.

Consider the 2021 rebrand of Meta, formerly Facebook. While the move signalled a

NEW YEAR, NEW IDENTITY strategic shift toward ‘The Metaverse,’ it was met with scepticism, and critics questioned the timing, given Facebook’s public scrutiny over data privacy and misinformation.

Despite this, the rebrand succeeded in positioning Meta as a leader in technology and the emerging VR and AR spaces.

Rebrands provide an opportunity to create a

74%

Companies traded on the S&P 100 index rebranded their business within the last seven years

72%

Consumers’ belief that rebranding indicates a company’s commitment to innovation and continuous improvement.

fresh narrative that appeals to newer generations and fosters innovation and growth. However, success lies in being thoughtful and embracing authenticity, ensuring the updated representation resonates with the brand’s roots while engaging its evolving audience. Brands that can master this balance stand to become an example for their contemporaries and competitors to follow.

4 out of 5

Rebrands are the result of mergers or acquisitions

23%

Increase in customer loyalty post-rebranding

Sources: BBC | Sky News | Forbes | Deloitte

GAME CHANGER

BREAKING THE NET

#NOT

‘Scene’ It All

Copy Nothing, Change Everything

Headlines vs Algorithms

Tubi’s new feature, Scenes, delivers TikTok-style short clips from its catalogue, powered by AI, to enhance content discovery. Aimed at younger users, it offers quick entertainment bursts while seamlessly promoting Tubi’s library of shows and movies within the app in an attempt to stand out in the crowded streaming market.

Jaguar’s recent rebrand, ‘Copy Nothing’; aimed to position the brand as a disruptor in the electric vehicle market, gaining viral attention for striking ads that didn’t feature cars.

Initially polarising to enthusiasts, it later earned praise with the reveal of the Type 00, Jaguar’s first all-electric concept, sparking debates on balancing tradition and innovation in automotive branding.

Following a number of similar cases globally, major Canadian news outlets, including CBC, are suing OpenAI for allegedly using copyrighted content to train ChatGPT without consent.

Plaintiffs seek damages and stricter safeguards, while OpenAI defends its practices under fair use. These cases continue to highlight the urgent need for transparency in AI development and balanced industry standards to foster trust between tech and media.

73

74

December 19, 2024

TOP

transfers as well. The ad creative, which is culturally relevant and reads perfectly well in its original Arabic text, has been unfortunately translated verbatim to English.

If you figure it out, let us know.

THE SPIN

4

The Spin also came across a score of Google Translate-d signs in Japan that left us in fits of giggles. We especially choked on one that read, “Please pay for the congestion at the same time.” We still have no clue what that sign intended to say.

5

Guess we are as allergic to ‘water is wet’ signs as some others are to peanuts.

6 5 9

1

The Spin took a ride down Sheikh Zayed road and turned off into Bur Dubai, because it found a transport van that asked: “Are you following us? (on social media)”. At first glance, it seemed cheeky and catchy, until The Spin realised that it was a great call to action without any way to actually action it.

7 10

1

During their stay in Saudi Arabia, The Spin was greeted at the room by the hotel’s housekeeping attendants, who asked whether The Spin would like any “irony”. Nothing made sense until the attendants asked whether they could show what they meant instead of repeating the word ‘irony’ at varying speeds. They slid open a cupboard within the hotel room and pointed to the laundry bags, which had us laughing out loud.

6 2

3

7

4

Dubai

Kuwait

|

bpggroup.com |

9

3

10

The Spin took a spin on the Dubai Metro and came across a poster for a voice and video calling app in the UAE that now permits payment

Riyadh

Does the math math? This ad for a laptop had us questioning the years we spent in school. What’s the discount again?

This one from the airport was a bit ‘nuts’. The overcautious hosts left no stone unturned to warn those allergic to nuts. Clearly the term ‘almond-stuffed’ in the first line didn’t cut it, so they ‘shelled out’ an explanation.

Human by Design Abu Dhabi

8

We, English speakers often get confused by translations (as with the congestion notice in #4), but it must be just as hard for the those adept in other languages who look at two headlines in English that mean the same thing, but use words that seem the opposite (in this case, 'lift' and 'drop'). One can imagine the confusion these headlines caused.

2

8

The Spin is a huge fan of Sobha Realty and Arsenal FC, but we had to include this promotional photo on this page. Sure, the four-year sponsorship with the Premier League club is a big deal, but perhaps it would be prudent in the future to ensure the football stars don’t block the logo awkwardly, unless it’s a reference to the position of the club on the Premier League table?

a WPP company

Remember the torrential rain in the UAE? Here’s one that The Spin found while keeping a close eye on weather updates.

ONE GROUPE ROARED THE LOUDEST! INTEGRATED MARKETING AGENCY OF THE YEAR PUBLICIS GROUPE MENAT CREATIVE AGENCY OF THE YEAR SAATCHI & SAATCHI MIDDLE EAST BEST AGENCY - SAUDI ARABIA ZENITH SAUDI ARABIA HEAD OF AGENCY OF THE YEAR BASSEL KAKISH, PUBLICIS GROUPE MENAT STRATEGY LEADER OF THE YEAR TAHAAB RAIS, PUBLICIS GROUPE MENAT OUTSTANDING WOMAN IN ADVERTISING OR MEDIA OF THE YEAR JENNIFER FISCHER, PUBLICIS GROUPE MIDDLE EAST CREATIVE TEAM OF THE YEAR FARHAN SIDDIQUI & PAURAV SHAH, LEO BURNETT DUBAI STRATEGIC PLANNER OF THE YEAR ADRIAN MUTESCU, SAATCHI & SAATCHI UAE ACCOUNT PERSON OF THE YEAR STUART RANDALL, ONE TEAM STELLANTIS ARABIC COPYWRITER OF THE YEAR KHALID MAINA, LEO BURNETT SAUDI ARABIA TALENT MANAGEMENT INDIVIDUAL & TEAM OF THE YEAR HIGHLY COMMENDED - PUBLICIS GROUPE TALENT TRANSFORMATION TEAM