Campaign Middle East - February 2025 by Motivate Media Group

21 PREDICTIONS 2025

Leaders across the brand and marketing industry share key focal points for the year ahead.

WPublicis Groupe ME&T’s Tahaab Rais comes out as autistic in an act of hope to inspire others.

FORUM

Will we see a greater move towards AI agents for content creation and customer interactions?

10 LESSONS LEARNED

59 DIGITAL AGENCY AND AD TECH GUIDE 2025

Pore through the detailed guide of digital agencies and adtech players in the Middle East, which highlights their services as well as insights from their leaders.

19 SAUDI FOCUS

Mindshare KSA’s Darine Elkaissi details how the media and marketing industries in Saudi Arabia are gearing up for a transformative journey.

TBWA\RAAD’s Reda Raad walks us through the benefits of investing in people, and embracing flexibility and trust. 16 BRAND FOCUS Department of Culture and Tourism – Abu Dhabi’s Emma Campbell offers tips to destination marketers in the Middle East region.

108 MATTER OF FACT

Cicero & Bernay’s MD Tariq Al Sharabi presents news, views and trends across the spectrum.

113 APPOINTMENTS Top movements including new roles and promotions in the region.

114 THE SPIN Mishaps in the world of communications.

Motivate Media Group

Head Office: 34th Floor, Media One Tower, Dubai Media City, Dubai, UAE. Tel: +971 4 427 3000, Fax: +971 4 428 2266. Email: motivate@motivate.ae Dubai Media City: SD 2-94, 2nd Floor, Building 2, Dubai, UAE. Tel: +971 4 390 3550, Fax: +971 4 390 4845 Abu Dhabi: Motivate Advertising, Marketing & Publishing, PO Box 43072, Abu Dhabi, UAE. Tel: +971 2 677 2005, Fax: +97126573401, Email: motivate-adh@motivate.ae

Saudi Arabia: Regus Offices No. 455 - 456, 4th Floor, Hamad Tower, King Fahad Road, Al Olaya, Riyadh, KSA. Tel: +966 11 834 3595 / +966 11 834 3596. Email: motivate@motivate.ae

London: Motivate Publishing Ltd, Acre House, 11/15 William Road, London NW1 3ER. Email: motivateuk@motivate.ae www.motivatemedia.com

EDITORIAL: 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: Senior Designer Thokchom Remy | Magazine Designer Charlie Banalo

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

this magazine are not necessarily those of Haymarket Magazines Limited or those of its contributors.

hat an energetic start we’ve had to 2025. Through this month, I’ve had the opportunity to share a coﬀee or a meal, speak over the phone, and exchange a ﬂurry of fun emails and text messages with multiple marketers and agency leaders – and the excitement for the year ahead is palpable.

“THE INDUSTRY

The consensus? Brands are bullish, consumer sentiment is optimistic, but we haven’t passed through a magical portal. There are no New Year’s resolutions. 2024 ended on a Tuesday, and we woke up to 2025 on a Wednesday morning.

Procurement and pricing problems persist. If the past 12 months witnessed industry-deﬁning acquisitions, the next 12 months will be deﬁned by consolidation.

For those who enjoyed a purposeful and proﬁtable year in 2024, with positive brand and business outcomes, the year ahead will be a test of consistency. Over the last two months, we’ve seen half a dozen new agencies launched in the region, which means that the highly competitive market – that has endured low margins and tight turnaround times – is getting more competitive.

So, what does the year ahead have in store for all of us? In this edition, more than a dozen client-side marketers and more than 20 agency leaders chime in on key themes that they believe will drive decision-making, including an appetite for meaningful change, personalisation in a privacy-obsessed world, generational marketing, artiﬁcial intelligence and adding the element of ‘social impact’ to creative eﬀectiveness.

The year ahead for Campaign Middle East – as highlighted in our 2025 Editorial and Events Calendar – reﬂects each of these themes and industry viewpoints.

This year, we’re also going beyond ‘Brand Focus’ and doubling down on opportunities for brands and marketers to lead conversations, as showcased in the main magazine feature.

We’ve heard the call for collaboration – loud and clear – and because we genuinely care about moving the needle, we’re looking to facilitate CMO and creative round table discussions, future-focused panels and podcasts, and more educational, research-led keynotes rather than PowerPoints that, as a leader told us, “Nowadays, tend to have no power and no point”.

After ‘keeping it real’ in conversations with industry leaders this month, we incorporated key topics of discussion, including pitching, ad fraud, performance vs brand, gaming and esports, ﬁrst-party data and data silos, strategy and CX into our plans for the year.

To be a part of these industry-deﬁning dialogues in 2025, get in touch with us before the ‘fear of missing out’, read FOMO, sets in halfway through the year.

Here’s wishing all of you a happy 2025.

Main cover and Predictions opener designed by BigTime Creative Shop.

Publicis Groupe unites Leo Burnett and Publicis Worldwide under new Leo ‘creative constellation’

Publicis Groupe has merged two of its key creative networks, Leo Burnett and Publicis Worldwide, into a unified network called Leo. The new ‘creative constellation’ will bring together 15,000 employees across 90 countries.

Leo combines the legacy of Leo Burnett, known for its humancentric, as opposed to AI-led, creativity, which it calls Humankind, with Publicis Worldwide’s experience in business transformation under its ‘Power of One’ philosophy.

The new network features a redesigned logo that represents the union – merging the famous Leo Burnett name with the Publicis Groupe’s lion emblem.

“This is not an efficiency play,” Carla Serrano, Global Chief Strategy Officer of Publicis Groupe, told Campaign UK. “It’s about exponential creativity – bringing together human ingenuity and the potential of AI to tackle today’s complex business challenges.”

Leo will be co-led by Marco Venturelli and Agathe Bousquet, currently Co-Presidents of Publicis Worldwide, who successfully led Publicis Conseil to win the Cannes Lions 2024 Agency of the Year award. The pair will be in charge of the creative output of the new network. They will work alongside Gareth Goodall, Chief Strategy Officer of Publicis Creative (who remains in the role), and Andrew Bruce, who will take on the additional role of Chairman of Leo North America while continuing as Chief Executive of Publicis Groupe Canada.

Leadership structures at a local level will remain unchanged, and no immediate departures from leadership teams are planned. Serrano added that the change “isn’t about replacing leaders; it’s about co-leading and fostering collaboration”.

Leo Burnett agencies worldwide will be rebranded simply as Leo, and Publicis Worldwide agencies will operate under the Leo network. However, some strong Publicis brands, such as Publicis Conseil in France, and Publicis London in the UK, will retain their names while being part of the network.

Charlie Rudd, Chief Executive of the creative practice for Publicis Groupe UK, who took on the role in addition to his role of Group Chief Executive of Leo Burnett UK, called the changes “a

MBC Group’s 2025 Ramadan programming, ad opportunities

MBC Media Solutions (MMS), has unveiled MBC Group’s Ramadan 2025 programming lineup and sponsorship opportunities.

The lineup this year features a mix of productions, spanning comedies, dramas, talk shows and culturally rich content designed to captivate audiences across the region.

MMS has also spotlighted its sports advertising solutions available across the Saudi Sports Company’s (SSC’s) TV and digital platforms, leveraging the unique alignment of the Saudi Football League and the Ramadan season this year, to deliver several engagement opportunities.

Ahmed Al Sahhaf, CEO of MMS, emphasised that with this wide variety of programming, MMS aims to empower brands to harness the unparalleled media momentum of Ramadan through innovative advertising solutions.

bold move to further invest in creativity”.

At a regional level, HR, finance and IT functions have already been operating on shared systems, reflecting the ‘Power of One’ model. The transition aims to maintain the current structure without disrupting existing teams.

Clients of Leo Burnett and Publicis Worldwide will not see changes to their

existing teams or service structures in light of the overhaul, Serrano confirmed. However, in markets including North America, all Publicis Worldwide agencies will be rebranded as Leo, creating a unified offering. The rollout will take place over the next two months, during which time logos will change and local teams will align with the new global vision.

DEPARTMENT OF ECONOMY & TOURISM DUBAI SPORTS SEASON CAMPAIGN

From left to right: Carla Serrano, Global Chief Strategy Officer of Publicis Groupe; Marco Venturelli and Agathe Bousquet, Co-Presidents of Publicis Worldwide and Gareth Goodall; and Chief Executive of Publicis Groupe Canada and Chairman of Leo North America.

UAE Young Lions 2025: Registrations open for Digital and Media categories

Motivate Media Group and Motivate Val Morgan, the official UAE representatives of the Cannes Lions International Festival of Creativity, have launched the UAE Young Lions Competition 2025.

This year’s competition introduces a new Media category, sponsored by UM UAE, demonstrating Motivate Media Group’s and Motivate Val Morgan’s commitment to nurturing diverse creative talent and further elevating UAE’s position on the global creative stage.

This expansion comes at a time when the country has achieved its highest-ever ranking – placing among the top 8 countries globally in the Cannes Lions Festival of Creativity rankings.

The competition follows a hybrid format designed to thoroughly evaluate participants’ capabilities. Teams will first receive their briefs through an online session with the not-for-profit partner and the organisers, after which they will have 24 hours to develop their solutions.

This campaign aims to be more than a product launch but rather a cultural moment. Led by a hero film commercial that has been adapted to feature on video-led social media platforms like TikTok, Instagram and Snapchat. It also leverages traditional channels such as out-of-home advertising. The work was designed to resonate deeply with Gen Z and millennials in the GCC. Its visuals and messaging were heavily influenced by the youth in the region’s culture. With choreographed dances and original tracks designed to inspire user-generated content, the campaign was crafted to become a behaviour embraced by its audience.

Digital ad fraud, if unchecked, to drain $312m GCC ad spend

Digital ad fraud, especially in the avatar of invalid traffic (IVT), has become far more than just a ’cause for advertising inefficiency’; it skews campaign data, drains ad budgets and diminishes return on ad spend.

The financial implications are staggering, with studies projecting that ad fraud will cost more than $114bn in 2025, of which $312m in ad spend is forecasted to be wasted in the GCC in 2025.

The World Federation of Advertisers estimates that, if unaddressed, digital ad fraud could become the second-largest source of criminal income globally in 2025.

The winner will receive a trip to Cannes, including full-week delegate passes that grant access to the festival, awards ceremonies and networking events.

Eligible participants must be 30 years old or under, born on or after 21 June 1994, and must be UAE citizens or residents.

Registrations are open until 17 February 2025. The competition will take place on 22 February 2025, with winners to be announced on 26 February 2025.

Stewart Morrison, Managing Director at independent global marketing contract compliance specialist FirmDecisions, said, “As advertising budgets shift towards digital and connected TV (CTV) media, the complex supply chains increase the risk of ad fraud. Fraudulent techniques such as ad stacking, domain spoofing and impression fraud exploit system vulnerabilities.”

He added, “To protect advertisers and consumers, stricter oversight is needed across the supply chain, ensuring transparency, using third-party verification tools and deploying fraud detection technologies.”

VIRGIN MOBILE KSA & BEYOND ONE SWITCH

This refreshingly relatable integrated campaign promotes the telecom company’s new Switch postpaid plan. The campaign draws its inspiration from the daily inefficiencies in life that have consumers overpaying for underused experiences. Leaning into the tool of comedy, the three hero films follow witty narratives that have daily consumers being charged for what they use or experience in various settings familiar to Saudi audiences. Virgin Mobile KSA and Beyond ONE rolled out messaging for the new offering across several touchpoints. A media mix of social media, digital out of home, digital platforms and point-of-sale placements was used to ensure maximum visibility and impact.

Agency Swing

Qatar Airways introduces AI cabin crew influencer named Sama

Qatar Airways has introduced Sama, its first AI-powered digital human cabin crew, to act as one of its brand ambassadors.

Sama, who debuted on Instagram under the handle @SamaOnTheMove, offers a mix of travel content, cultural highlights and behind-the-scenes glimpses into the life of a cabin crew member.

Sama’s recent posts highlight her global adventures, from enjoying high tea in London to exploring the Hamad International Airport. Her collaborations with real-world figures further blur the line between AI and reality.

Her content ranges from exploring cities to sharing practical travel tips. In a strategic effort to highlight Qatar Airways’ destinations and experiences and bring global tourists to Qatar, Sama provides followers with curated insights into the airline’s services.

She also engages with comments on her posts with a human-like and relatable tone.

Sama’s introduction comes as brands increasingly use AI to connect with audiences. She was first introduced during ITB Berlin 2024 as part of the Qatar Airways digital cabin crew and is

As part of its partnership with Arab Cinema Week, Aramex launched five short, heartwarming ad films created by Aramex’s in-house marketing and creative team in collaboration with Little Big Productions and directed by Shahir Sirry, Aramex’s Global Creative Director. The work’s primary goal was to enhance brand awareness and foster greater likability. The short films focused on capturing the joy and anticipation of receiving packages, mirroring the emotions through cinematic performances. The films were showcased as commercials in between film screenings and can be viewed online on the social platforms of Aramex and Cinema Akil.

designed to engage with a global audience through social media and offer a fresh perspective.

By integrating AI into its digital strategy, Qatar Airways aims to explore new methods of audience engagement.

Qatar Airways Senior Vice President Marketing and Corporate Communications, Babar Rahman, said: “Introducing Sama on Instagram is an extension of our vision to blend human connection with technological innovation.

Sama is not just a digital human; she’s a reflection of how we see the future of travel –personal, engaging and deeply connected to the experiences that matter.

“Her presence marks a step forward in how we humanise our brand and create moments that resonate with our global audience.”

Since her debut, Sama has gained traction on Instagram, with her posts generating engagement through comments and interactions.

While some comments approach with a negative perspective of Sama being an AI, her replies are sassy comebacks while acknowledging herself as an AI.

Collaborations with real-life figures, such as tennis star Novak Djokovic, have added to her credibility as a virtual representative of the airline.

Through her storytelling and collaborations, Sama highlights Qatar Airways’ destinations and services, providing a fresh way to connect with audiences online.

Apart from Instagram, Sama is also present on the airline’s digitised interactive website, QVerse, which allows consumers to explore the Qatar Airport, the airline’s check-in processes, lounges and even its aircraft range and features.

Through the website, consumers can also directly chat with Sama, via text or voice, to find out further information.

The wave of AI is set to take the marketing and communications industry by storm in 2025.

According to Gamned! MEA’s Trend Book for the year, the AI will contribute $320bn to the regional economy, revolutionising automation, translation and targeting in marketing.

This campaign sheds light on the rising threat of a diverse set of scams – from people with sinister intent impersonating officials to too-good-to-be-true job offers, the promise of quick riches and more. The video aims to educate individuals on identifying fraud at its early stages, and intends to empower customers to protect themselves effectively. The foundation of the campaign was built on the insight that behind a seemingly genuine offer or attempt “to help” often lies a scammer’s calculated motive to defraud. The strategy revolves around empowering individuals with knowledge – because awareness is the first line of defence against scams.

Screenshots of the AI influencer’s Instagram @SamaOnTheMove

INDUSTRY FORUM:

Will we see a greater move towards AI agents for tasks such as content creation and customer interactions?

Kartik Aiyar

Head of Creative, Tuesday Communications

The answer is layered. On one hand, the appeal of AI agents is undeniable. They excel at tasks requiring speed, precision and the ability to process massive amounts of data. Content generation tools such as ChatGPT can now produce blog posts in a fraction of a second. Similarly, in customer service, AI-driven chatbots are revolutionising brand-audience engagement by providing instant, round-the-clock support.

However, these advancements come with challenges. For instance, when creating campaign visuals, I sometimes question whether the AI is synthesising its output from existing work that’s already out there. Privacy concerns are another pressing issue, as AI tools often rely on user data to deliver personalised outputs. The more accurate the data fed into these systems, the better the results – but this raises important questions about how much information we should input and how it’s being handled.

Moreover, while AI tools are impressive, they cannot function without human intervention and ingenuity. They lack the human touch – the intuition, empathy, cultural awareness and contextual understanding that are critical in content creation and customer interactions. Quite often, I’ve seen AI misinterpret context or generate outputs that miss the mark entirely.

So, will we see a greater shift toward AI agents for these tasks? Absolutely. The efficiency and scalability that AI offers are undeniable, and its adoption will only grow as the tools become more advanced and accessible. However, this doesn’t mean humans will be replaced. Instead, I envision a collaborative future where AI acts as an aid, handling repetitive, time-intensive tasks and freeing us to focus on strategy, creativity and emotional connection – the elements AI still can’t replicate, at least for now.

Ahmed Noureldin Head of Sales - Dubai, BackLite Media

AI is transforming marketing and communications, as seen in recent campaigns like Coca-Cola's AI-generated initiatives and AI-driven virtual assistants for customer satisfaction. AI will play a significant role in advancing marketing, making innovations like hyper-personalisation and sentiment analysis possible. However, we must also address ethical concerns related to privacy and copyright. AI is fundamentally a tool, and its impact depends on how humans use it – like a knife that can either aid food preparation or cause harm. To navigate these ethical dilemmas, companies should adopt ethical AI practices, governance must implement clear regulations, and audiences should hold companies accountable for unethical behaviour. While ethical challenges are important, I believe AI's benefits far outweigh its downsides. Instead of deterring us, these challenges should motivate us to use AI responsibly and creatively.

Bachir Zeidan Head of Digital Media Services, BPN MENA

We’re already there, with the shift towards AI agents for content creation and customer interactions rapidly accelerating. Businesses are increasingly adopting AI for efficiency, scalability, and personalisation. Companies such as OpenAI with ChatGPT, Writesonic and Copy.ai are already assisting in generating blog posts and content copies. In customer service, AI tools such as Zendesk's chatbots and Interactions LLC's virtual assistants are handling inquiries, reducing wait times and costs.

As AI continues to advance, we move closer to the concept of singularity or general artificial intelligence (GAI), when human intelligence converges with machine intelligence. This progression will drive adoption across industries, delivering seamless user experiences and transforming the way businesses operate.

Mark Gomis Abeysinghe Content Manager, MCH Global

AI is reshaping the future of marketing and communications, delivering innovative solutions in an industry driven by efficiency and personalisation. Its ability to manage large-scale content creation, analyse trends, predict behaviours and deliver tailored outcomes has made it an indispensable tool for modern marketers. While concerns around privacy and ethics remain valid, ongoing advancements in AI regulation and accountability are steadily addressing these challenges. In creative industries, AI doesn’t replace human talent but serves as a powerful ally, enhancing productivity, streamlining processes and enabling teams to focus on strategic, high-impact tasks. The future lies in hybrid models, where humans and AI collaborate to achieve creativity and authenticity in meaningful ways.

Jamal Almawed Founder and Managing Director, Gambit Communications

Unfortunately, yes, but that doesn’t mean it’s the right way forward. Artificial intelligence is undeniably useful for enhancing customer segmentation and targeting, programmatic advertising, search optimisation, chatbot effectiveness and data-driven personalisation of content. However, it remains far from being a viable replacement for humans in content creation and customer service – areas that demand a deep understanding of tonality and nuance.

The reality is that many agencies view AI as a significant cost-saving tool and are adopting it regardless. They may be in for a wake-up call in 2025.

Benjamin Thomas Creative Director, JWI

There are two questions here, and they require two very different answers. AI for customer interactions? That’s an easy yes. It’s fast, cost-effective, and keeps customers satisfied with near-instant responses. While not every reply will be perfect, speed and scale ultimately win out.

Content creation, however, is a different story. AI is clever, but it’s not original. Great content requires a human spark – the wit, empathy, and imagination needed to connect with real people. Platforms shift, trends evolve and audiences become savvier by the day. AI can assist, but it won’t lead the charge. To inspire or spark something new, human creativity remains essential.

Ibrahim Hasan Head of McCann Content Studios, MENA

AI is a powerful tool, but the real danger lies in how we, as marketers, approach it. Automation enhances efficiency, but it cannot replace the ownership of our creative process. If we rely too heavily on AI and stop holding ourselves accountable for originality, we risk losing the essence of creativity. That’s not just dangerous, it’s also negligent.

AI should enhance our work, not diminish the spark that makes it uniquely human. The key is balance: using AI to accelerate and amplify while ensuring it doesn’t take over. Creativity thrives on ownership, and that’s something no algorithm can replicate.

LESSONS LEARNED ALONG THE WAY

TBWA\RAAD CEO Reda Raad walks us through the benefits of investing in people, embracing flexibility, celebrating meaningful work, building trust and welcoming change.

If there’s one thing 2024 taught us, it’s that we should never be too comfortable at the top of our game. This was the year we took a hard look at our operating model, challenged the way agencies are ‘supposed’ to work, and proved that focusing on what matters most – our people – can unlock extraordinary growth and genuine impact.

As we head into 2025, here are some of the key lessons I’m carrying forward.

PEOPLE ARE THE MOST IMPORTANT ASSET

This might sound like the oldest cliché in the book, but trust me, it’s the most powerful one. For us, 2024 wasn’t about fancy slogans; it was about truly living the idea that if you take care of your people, they will take care of your clients, and, ultimately, your business will thrive.

This is the essence of the service profit chain we believe in so deeply: invest in your talent’s well-being, empower them with the right culture and tools, and watch as customer satisfaction, loyalty, and revenue naturally follow.

We’ve seen it first-hand. Our staff resignation rate dropped by 77 per cent, we boosted engagement, and we even got certified as a Great Place to Work. These aren’t just numbers on a slide; they’re proof that when people feel valued, they show up differently every day, delivering better work and fueling business growth.

THERE IS NO ONE-SIZE-FITS-ALL SOLUTION

If 2024 taught us anything, it’s that the world is too dynamic for cookie-cutter strategies. What worked last quarter might not work next quarter. We’ve had to embrace flexibility, tailoring our approach based on our clients’ industries, markets and evolving needs.

Rather than relying on a ‘tried-and-true’ formula, we hit the reset button on how we operate – forming dedicated client squads, encouraging real-time collaboration and rethinking our communication channels. By customising our solutions, we’ve seen stronger client retention, better satisfaction and tangible results.

and interact with their products. Awards should be a byproduct of exceptional work, not the ultimate goal.

BUILD PARTNERSHIPS ON A FOUNDATION OF TRUST

Every great relationship – whether with clients, colleagues or partners – depends on trust, transparency, and mutual understanding. In an industry often fuelled by tight timelines, shifting goals and countless moving parts, trust becomes the anchor. We listened more closely to our clients, focused on crystal-clear communication and worked shoulder-to-shoulder with them. The payoff? Renewed partnerships, such as our three-year extension with du, a healthier pipeline, and that invaluable feeling that we’re all on the same team, tackling challenges together.

EMBRACE CHANGE AND REINVENTION

Staying still is not an option. Throughout this year, we embraced the idea that reinvention is constant – there’s always a better way to do something. We reengineered our talent experience, which in turn enhanced motivation and performance. We also challenged old structures by creating leaner, more agile squads for our clients. Change isn’t something to fear; it’s something to welcome. After all, when you’re at the top of your game, it’s tempting to get complacent. Instead, we chose to shake things

AWARDS ARE IMPORTANT, BUT THEY’RE NOT THE END GOAL

Don’t get me wrong; I love when our work is celebrated. Awards can light a fire under a team, energising everyone to push the boundaries of creativity. They also help build our reputation and credibility. But when you peel back the layers, what truly matters is delivering real work that drives real results for real clients – work that actively shapes the way consumers see the world. We engage with our clients,

“THE WORLD IS TOO DYNAMIC FOR COOKIECUTTER STRATEGIES.”

up, proving that the best time to question the status quo is when everyone’s still applauding you.

YOU ARE YOUR OWN COMPETITION

It’s easy to look over your shoulder at what others are doing. But this year, we realised our most meaningful competition is with ourselves. Raising the bar, pushing our own limits and celebrating our unique culture and capabilities is far more motivating than fixating on the agency next door.

We built a culture around courage, belief, hunger and collaboration – values that drive us to outperform our own benchmarks rather than chase someone else’s.

As we move into 2025, these lessons become our compass. We’ve seen what happens when we invest in people, embrace flexibility, celebrate meaningful work, build trust, welcome change, and compete with no one but ourselves.

This isn’t just talk – we’ve lived it, and the numbers back it up: improved engagement, remarkable talent retention and solid business growth. We’re going into 2025 with a renewed sense of purpose, ready to keep reinventing ourselves, staying hungry, actively shaping consumer perceptions and pushing forward for even more impact.

By Reda Raad, CEO, TBWA\RAAD

Redefining creative partnerships as integrated creative consultants.

In a market saturated with agencies, Think Human stands apart, redefining what it means to be a ‘creative partner’. After seven years of challenging the traditional agency model and positioning ourselves as Creative Consultants, we are excited to announce that today, Think Human has

been acquired by Al Gebely Holding, one of the leading holding companies in the UAE that is driving innovation and sustainable growth across energy, real estate, technology and communication industries.

A SIGNIFICANT MILESTONE: EXPANDING BEYOND CREATIVE

This acquisition marks a significant milestone in our journey, strengthening our business foundation and allowing us to expand our services beyond creative. Backed by the legacy of Al Gebely Holding’s strong business heritage, we are now even better equipped to offer 360-degree solutions as Integrated Creative Consultants – delivering comprehensive solutions across print, outdoor, radio, films, social media, digital, media, events and more.

CREATIVITY THAT SOLVES BUSINESS CHALLENGES

We strongly believe that creativity isn’t confined to campaigns, platforms or industries - it is rooted in strategy and insights that solve business challenges, achieve marketing objectives and spark meaningful connections. By understanding our clients’ unique challenges and opportunities, we create tailored, impactful experiences that drive business results, build brands and foster meaningful connections.

WHY WE’RE NOT AN AGENCY

At Think Human, our consultancy model breaks the boundaries of traditional agencies. We operate as partners, advisors and creators, ensuring that every idea we bring to the table isn’t just creative – it’s meaningful, impactful and aligned with our clients’ goals.

THE POWER OF BEING HUMAN

At the heart of Think Human is our name, our ethos and our approach. We prioritise human connections – whether it’s within our team, with our clients and partners or with the target audience. Our clients don’t see us as suppliers; they see

us as partners and their extended marketing team that works together to understand the emotional undercurrents of every brief and deliver solutions that resonate on a deeper level.

OUR SUCCESS STORIES

From redefining work culture to crafting impactful campaigns for industries like real estate, retail and environmental services, Think Human’s creative-first approach drives creative communication across sectors.

‘‘FOR US, BEING 360 CREATIVE

CONSULTANTS

MEANS STAYING AGILE, ADAPTIVE AND ALWAYS HUMAN.’’

Complementing this is Al Gebely Holding’s 40-year legacy of excellence, innovation and sustainable growth, guided by the visionary leadership of its founder, Ali Al Gebely. This acquisition reflects Think Human’s commitment to a creative approach rooted in innovation and impactful growth across industries.

LOOKING AHEAD: EMBRACING

THE FUTURE OF PARTNERSHIPS

As Think Human continues to evolve, we remain committed to challenging conventions and inspiring creativity that drives real results. For us, being 360 Creative Consultants means staying agile, adaptive and always human. Because the future isn’t about agencies – it’s about partnerships. And at Think Human, that’s the story we’re writing, one brief at a time.

Ahmed Sherbini, Chief Executive Officer, and Nisha Dembla, Chief Creative Officer.

SUPREME OR SUBDUED? CUSTOMERS IN 2025:

Client-side marketers and agency leaders talk to Campaign Middle East about aligning data, technology, employees and creativity with the sole focus of marketing: customers.

By Anup Oommen

Customers are at the core of brand and marketing – or so we would like to believe. The unfortunate truth is that in the pursuit of business outcomes and performance metrics, customer demands and expectations often are being sidelined. Through 2024, customers called out and boycotted several brands and agencies for tone-deaf ‘creative’ campaigns, inauthentic

influencer collaborations and for failing to follow through on their purpose-led promises.

This raised a crucial question: Are we truly enabling enhanced customer experiences, sharing meaningful stories and prioritising people instead of merely pushing products?

Asmaa Quorrich, CEO, Founder, Think/Big Consulting, says, “As a demand-creating department, marketing is primarily a service

‘‘BRAND EXPERIENCES MUST BE HUMAN: THOUGHTFUL, RELEVANT AND PERSONAL.”

centre to customers. It creates products and services that address an unmet need or create a need to enhance customers’ lives. All this is done to increase shareholders’ value via healthy revenue and solid proﬁts. Each marketer needs to fully grasp his/her contribution towards this goal by being customer-centric.”

DATA-LED MARKETING WITH A HUMAN TOUCH

Speaking to Campaign Middle East about marketers’ top priorities in 2025, every single marketer and agency leader – each of whom we talk to separately – calls for a greater

focus on reaching customers with a human touch, and on leveraging existing data and AI tools to meet customer needs.

Rachel Devereux, Marketing Director at Virgin Mobile UAE, says, “Managing a brand goes beyond communications and marketing; it’s about crafting experiences that genuinely resonate with people. A truly impactful brand experience must be human: thoughtful, relevant and personal – qualities that technology, AI and bots alone cannot achieve.”

Jon Barber, Vice President – Marketing and Communications at TECOM Group, says, “Marketers should prioritise authentic, purpose-driven storytelling that resonates on a human level. While data and technology are critical enablers, customers are increasingly drawn to brands that demonstrate clear values and contribute meaningfully to society. This shift in consumer expectations must be addressed with nuanced understanding of audience segments and tailored messaging that reﬂects empathy and relevance.”

This means that the sweet spot found in the intersection between consumer motivations and macro trends revealed by data analytics needs to be complemented with a human, compassionate element. Marketers must lean into data but, more importantly, truly care about consumer needs.

Ghada AlRumayan, Group Chief Marketing Oﬃcer at Saudi Arabia’s ROSHN Group, says, “Marketers need to prioritise two aspects of their work. First is adopting a data-driven approach, ensuring they leverage the right information to guide their decision-making. Second, they should be able to analyse that data, leveraging consumer insights derived from both qualitative and quantitative research.”

She adds, “By using data to identify demand and understand customer behaviour, marketers can align their strategies with real-time market needs. Add to this market trends, and you will develop the deep understanding required to build campaigns and communications that excite your customers and grow your bottom line. The universal truth is that the more eﬀectively you leverage data to understand your customers, the more impactful your marketing will become.”

ADDING ‘HYPER’ TO PERSONALISATION

boat through 2024. This is unlikely to change in the months ahead. However, the marketing industry needs a North Star – a clear sense of direction towards true customer satisfaction.

On this journey, it’s essential that every single, individual customer feels special through hyper-personalisation. This requires meticulous orchestration across crosschannel brand experience touchpoints.

Modern data ecosystems have already equipped marketing teams with

unprecedented granularity. By harnessing advanced analytics, machine learning and AI, marketers can make better sense of this granular data to deliver hyper-personalised experiences. Many marketers believe that this is the only way to make customers feel heard, and to truly reﬂect the aspirations and intent that they have willingly shared with brands.

‘‘PERSONALISATION AT SCALE, POWERED BY TECH AND DATA, WILL TAKE CENTRE STAGE.”

Karim Benkirane, Chief Commercial Oﬃcer at du, says, “In 2025, the focus for marketers and agencies should notably shift towards leveraging the synergy of technology and consumer insights to redeﬁne the engagement landscape. Personalisation at scale, powered by cutting-edge tech and analytics, will take centre stage.”

There’s no doubt about it: Artiﬁcial intelligence and authenticity were the oars that marketers used to row the marketing

“This involves crafting hyper-personalised consumer experiences across all touchpoints, a strategy that promises to signiﬁcantly boost customer satisfaction, loyalty and, consequently, conversion rates. More than 50 per cent of consumers are willing to share information on products they like to get personalised discounts.”

ROSHN Group’s AlRumayan adds, “We are using AI tools to interpret our customer data,

Rachel Devereux, Marketing Director, Virgin Mobile UAE

Jon Barber, Vice President – Marketing and Communications, TECOM Group

Karim Benkirane, Chief Commercial Oﬃcer, du

Asmaa Quorrich, CEO and Founder, Think/Big Consulting

Ghada AlRumayan, Group Chief Marketing Oﬃcer, Saudi Arabia’s ROSHN Group

to better predict demand, personalise messaging based on historical data, and optimise our campaign performance. AI allows us to work at a much faster pace in terms of both testing and analysing marketing eﬀectiveness. The scale at which we can now work will transform marketing.”

While brands are focusing on personalisation for customers, agencies that service these brands are also focusing on personalised strategies for their clients.

costs. It empowers marketers to optimise budgets and invest in creative exploration. However, if over-relied upon, AI can run you into traps such as risking biases, errors or stiﬂed creativity. Striking a balance is key; using AI to augment human judgment rather than replace it. By reallocating AI-driven savings into testing and innovation, marketers can turn AI into a catalyst for more positively provocative strategies.”

Elie Milan, Chief Performance Officer, Publicis Media, says, “In 2025, I believe we should adopt personalisation in the way we deliver client solutions. This ensures that the use of data, technology and AI focuses on overcoming their specific growth barriers. Crafting personalised ecosystem maturity strategies will reduce trend-driven ‘AI everything’ and establish clear pathways for brands to future-proof their business while efficiently and effectively communicating their core brand values.”

‘‘AI’S COMING OF AGE IN 2025 PRESENTS AS MUCH RISK AS OPPORTUNITY.”

When asked about the speciﬁc insights marketers are looking to unearth, Virgin Mobile UAE’s Devereux adds, “One of the many areas we’re exploring is gaining deeper insights into creative performance beyond traditional optimisation metrics. In today’s attention economy, where every second counts, we’re focused on understanding if our ads truly break through the noise and captivate audiences.”

PRESERVING HUMAN CREATIVITY IN THE AGE OF AI

However, while pursuing personalisation through data-driven insights, it’s critical for brands not to lose the human touch that makes creative campaigns attractive to customers. Consumers crave connection and are attracted by authentic, relatable creativity. The quest for one should not come at the cost of the other.

Balance is key, marketers and agency leaders tell Campaign Middle East

“Perspective is everything,” Devereux says. “In a world where everyone is leveraging AI,

not using it means falling behind. AI helps us move faster, think smarter, enable hyper-focused brand strategies and deliver personalised experiences through data and insights. However, overreliance on AI risks losing creativity and the human touch. The key is balance – using AI to enhance human ingenuity, not replace it, for impactful results. My tip: use AI wisely. Don’t compromise quality or the customer experience just to save time or a few dirhams.”

Barber adds, “Automation and AI tools are allowing marketers to personalise campaigns at scale, optimise performance in real time, and extract deeper insights from data. All of this is invaluable – especially when resources are limited – but AI must be viewed as an enhancement to human creativity, not a replacement.”

It is truly fascinating to see these opinions being echoed by both client-side marketers and agency leaders in independent conversations.

Rarely has Campaign Middle East witnessed such a consensus on a topic of discussion. Clearly, the injection of human empathy, emotion, judgment and authenticity into creativity remains signiﬁcant in a world where AI can seemingly do it all.

Think/Big Consulting’s Quorrich adds, “I believe 2024 proved to every marketer that AI tools are far more capable than we ever imagined. The level to which machines respond to queries and mimic humans was unexpected. However, it was also proven that human intervention is key. Prompters are crucial to optimise the use of AI and managers are needed to validate output and ensure alignment with business goals.”

Marc Ghosn, CEO at Wavemaker MENA, says, “AI is a boon for its ability to drive eﬃciency, scale personalisation and reduce

Houda Tohme, CEO, HAVAS Media Middle East, says, “AI is unquestionably a powerful ally when applied with intention and balance. It enables marketers to unlock new eﬃciencies – optimising campaigns, forecasting trends and personalising at scale – all while operating within leaner budgets. However, its true value lies not in replacing human creativity but in enhancing it. AI oﬀers data precision and scalability, but it lacks the emotional depth and cultural understanding that great marketing demands.”

Tohme adds, “As we move forward, marketers must use AI to amplify strategic decision-making and elevate creative innovation. The key is to position AI as a

collaborative partner that complements human expertise, ensuring marketing retains its empathy and authenticity while achieving measurable impact.”

John Tippins, Regional Strategy Director, UM MENAT, sums it up well. He says, “AI’s coming of age in 2025 presents as much risk as opportunity, making it more bane than boon in the short term. While it promises eﬃciency, the rise of misinformation, hallucinations and unchecked biases in AI-generated content could erode trust between brands and consumers.”

Tippins adds, “Over-reliance on AI might lead to superﬁcial campaigns lacking human nuance and creativity. As budgets tighten, there’s a risk of cutting corners by fully automating, leading to reputational damage. 2025 will likely be a year of growing pains, where vigilance and ethical AI practices are critical to navigating this transition.”

PREPARING THE WORKFORCE

Talking about placing customers ﬁrst is great, but converting consensus to action in 2025 will mean getting employees on board with the ‘customer ﬁrst’ programme as well as the AI tools that support them.

Barber says, “The growing integration of AI and marketing is already evident in the

Elie Milan, Chief Performance Oﬃcer, Publicis Media

John Tippins, Regional, Strategy Director, UM MENAT

Marc Ghosn, CEO, Wavemaker MENA

Houda Tohme, CEO, HAVAS Media Middle East

adoption of brand management and planning platforms in our industry, but this conﬂuence must be supported by investments in future-prooﬁng our talent pool of creative and process innovators. The potential of AI in marketing will be best leveraged by employers that adequately train and upskill their workforce in these emerging technologies.

Forming teams with a deep-seated customer-centric ethos enables organisations to ensure that the best client-centric and customer-centric work reﬂects in more than just requests for proposals (RFPs) and award submissions.

Quorrich adds, “Marketers should focus on building strong customer-centric teams. With increased specialisation, young marketing professionals are often oblivious to their contribution to the big picture, which results in tactical work without a clear end in mind.”

Cross-functional teams, steeped in customer empathy, can traverse traditional silos to deliver innovation and agility, ensuring that every brand interaction ampliﬁes value and fosters brand loyalty. It also ensures that every member of the team creates strategies and campaigns with an intimate understanding of consumer behaviour and preferences.

GUIDING LIGHTS FOR 2025: LEARNING, ITERATING AND ADAPTING

Before we conclude each interview, Campaign Middle East asks marketers and agencies about their top takeaways from 2024 that can guide their path to customer satisfaction in 2025. Several leaders share the beneﬁts of A/B testing and their learnings from A/B testing over the past 12 months.

Publicis Media’s Milan says, “2024 has highlighted the need to master-test our A/B design fundamentals to work in tandem with advanced platform algorithms. This approach will help validate hypotheses related to ad copy, CTAs and visuals, oﬀering

insights into consumer preferences that large language models (LLMs) might miss.

Milan adds, “Complementing automated processes, A/B testing provides the human oversight, guiding campaign design and adjustments to align with strategic goals. It also oﬀers valuable consumer insights and supports embedding long-term brand objectives. Managing the interplay for A/B testing and platform algorithms will create a balanced approach, combining human insight with machine precision to boost campaign success.”

Barber says, “While bold innovations capture attention, it’s often the subtle shifts – such as tone adjustments, image variations or call-to-action placement – that deliver the most signiﬁcant uplift in engagement. We’ve also learned that customer behaviour is increasingly context-dependent, and A/B tests must account for external factors such as seasonality and market sentiment.”

Marketers also allude to the impact that updated consumer data has on eﬀective decision making. Moving beyond intuition and outdated stereotypes surrounding customer preferences and behaviours has become the need of the hour. Every bit of data-driven insight also informs creativity, permits for real-time optimisation and drives better campaign outcomes.

Du’s Benkirane says, “The power of data-driven decision making cannot be overstated. The assumptions about audience preferences that marketers previously held were often challenged and corrected through A/B testing. It revealed surprising insights about customer behaviour and preferences, sometimes diverging signiﬁcantly from what was initially anticipated.

“The enduring supremacy of creativity in marketing has been another eye-opening realisation. Through A/B testing, minor alterations in creative elements –be it copy, design or multimedia aspects –have been shown to produce substantial diﬀerences in consumer engagement and

conversion rates. Lastly, the importance of audience segmentation has been brought to the forefront.”

Several studies have cemented these notions. A recent Forbes survey highlighted how 74 per cent of managers and executives worldwide are leaning into data-driven decisions, while a McKinsey study showcased how 10 per cent to 15 per cent more revenue is generated by businesses that tailor their oﬀerings to customer segments than by those that do not.

Additionally, having experienced the beneﬁts of democratised data-driven decisions based on customer insights, marketers have now developed a greater risk appetite for 2025.

UM MENAT’s Tippins says, “A/B testing in 2024 helped to reshape the risk proﬁle for most marketers by allowing brands to

‘‘DEMOCRATISATION OF DATA-BACKED DECISIONS HAS REDUCED THE COST OF FAILURE.”

experiment boldly while minimising uncertainty. Testing at scale has shifted the industry away from risk aversion towards calculated experimentation. The power of real-time insights allows marketers to react swiftly, rather than betting on untested ideas.”

Tippins adds, “This democratisation of data-backed decision-making has also reduced the cost of failure, encouraging creative and media risks that were previously avoided. In 2025, the challenge will be balancing this iterative, low-risk approach with maintaining a visionary, long-term perspective. But over-testing risks homogenising output, so marketers must use these tools to enhance innovation rather than constrain it.”

Placing all the top takeaways in context, Havas Media Middle East’s Tohme says, “One of the most critical lessons from 2024 is the value of agility and context in decisionmaking. A/B testing reminds us that success isn’t about uncovering a single winning approach but about continuously learning, iterating and adapting.

She concludes, “In 2025, this mindset must extend to how we approach broader strategies – ensuring they remain ﬂexible and responsive to evolving market dynamics and audience behaviours. No approach should ever be considered ﬁnal. Instead, organisations should embed a culture of innovation and experimentation, viewing every outcome – whether a breakthrough or a setback – as a stepping stone for future growth.”

The lesson for 2025 is clear: sustained success comes from prioritising adaptability, embracing real-time insights, and committing to ongoing reﬁnement with a focus on customers.

BUILDING ICONIC DESTINATION BRANDS

Abu Dhabi Department of Culture and Tourism’s Emma Campbell discusses what travellers want and what destination marketers must do “to stay in visitors’ hearts for the long term”.

As we jump into 2025, the world of destination marketing is changing fast, thanks to tech leaps and changes in traveller behaviour. To stay ahead of the game, destinations need to get creative and embrace these shifts – but importantly, like all marketers, ensure they are building brands consistently.

Let’s dive into some of the big trends that are shaping how places market themselves for 2025.

BALANCING BRAND-BUILDING AND TACTICAL ENGAGEMENT

Most marketers are aware of Binet and Field’s work on building brands, and it’s as important for destination marketing as it is for any other industry. In 2025, destination brands must master the art of balancing long-term brand building with short-term tactical engagement.

The Long and the Short of It strategy emphasises the need for a dual approach: creating a strong global brand presence to command awareness while simultaneously implementing tactics that drive familiarity and consideration further down the funnel.

For long-term success, destinations should focus on building a compelling brand narrative that resonates across cultures and markets, ensuring that their unique identity stands out on the global stage. This involves consistent messaging, captivating storytelling and strategic partnerships that enhance brand visibility and appeal. On the tactical side, destinations need to engage potential travellers with targeted campaigns that address specific needs and preferences. This includes interactive content, rich storytelling and localised marketing efforts that foster a deeper connection with the audience. By balancing these two approaches, destination brands can effectively capture attention, nurture interest and ultimately convert interest into visitation.

Live tourism, a term coined by Skift in their annual trend predications, is becoming a big deal. Fuelled by Taylor Swift’s global movement of Swifties and the Olympics in Paris in 2024, events and special moments are becoming a main reason for travel. Destinations are positioning themselves by attracting festivals, concerts, sports events and cultural celebrations to draw in visitors.

Marketing will focus on these live experiences, showcasing their uniqueness and the one-off opportunity they offer. By making events the star attraction, destinations can ramp up visitor numbers and create unforgettable memories. Who went to Coldplay in Abu Dhabi? Not only was it an amazing event, but it also drove global headlines and was a meeting place for so many different nationalities.

AI’S ROLE IN TRAVEL SEARCHES

There’s been a lot discussed about how AI will change the role of a marketer, but personally I am more interested in how it aﬀects the end user. Artiﬁcial intelligence is shaking up how people search for destinations and plan their trips. AI-powered search engines and recommendation tools give personalised suggestions based on what users like and do.

Destinations can use AI to boost their online presence, making sure they pop up in search results. Destination marketers must be the custodians of accurate content and ensure that destination websites have a high level of authority, so they are feeding AI with factual and relevant content. By getting to grips with AI, marketers can improve visibility and connect with travellers more eﬀectively.

TRANSFORMATIVE TRAVEL: EXPERIENCES WITH MEANING

In 2025, travellers are on the hunt for experiences that oﬀer personal growth and meaningful connections.

Destination marketing will highlight opportunities for self-discovery, cultural immersion and community involvement.

Whether it’s joining in local traditions, volunteering or exploring hidden gems, destinations oﬀering transformative travel experiences will strike a chord with those looking for more than just a holiday. Marketing can bring this to life through always-on content and speciﬁc campaigns that showcase these enriching experiences, keeping the destination top of mind for potential travellers.

Storytelling will be more important than ever in destination marketing. Travellers are eager to learn about the history, culture and people of a place, and one eﬀective way to showcase this is through in-depth storytelling content and docu-series.

These in-depth narratives can bring a destination’s story to life, oﬀering viewers an immersive look at what makes a place unique. By sharing richer, deeper stories, destinations can connect emotionally with potential visitors and inspire them to explore beyond the surface.

KEEPING A CONSISTENT BRAND VOICE

Sticking to a consistent brand voice is crucial for destinations to build trust and recognition. As

“UNDERSTAND YOUR AUDIENCES, BUILD COHESIVE BRANDS, TELL DEEPER STORIES.”

travellers interact with destinations across various platforms, a uniﬁed message ensures clarity and reinforces identity. Consistency in tone, visuals and messaging across social media, websites and promotional materials helps create a strong brand presence.

Destinations that tell a cohesive brand story will build loyalty and draw repeat visitors. This one is critical for me in 2025 – building that strong, consistent voice will see destinations position themselves to stay in visitors’ hearts for the long term.

As far as marketing roles are concerned, I still believe that destination marketers have the crème de la crème of marketing roles. Being able to uncover the unique stories of a destination and share them with audiences across the world is a true privilege.

While AI is changing the game, the strong principle of marketing will still stay true for 2025 – understand your audiences, build strong cohesive brands through consistent messaging, tell deeper stories to build familiarity and meet the potential visitor where they are with the information they need to help them book their next dream holiday. Can’t wait to see what 2025 brings.

By Emma Campbell, Director of Sector Marketing, Department of Culture and Tourism – Abu Dhabi (DCT

LIVE TOURISM: EVENTS AS THE MAIN ATTRACTION

Digital transformation has altered the way content is consumed, with the increasing use of screens and technology. Branding experts have been presented with a unique set of opportunities that are diﬀerent from face-to-face engagement.

While performing seamlessly, digital media can be competitive and vying for a short attention span. It has been proven over time that eﬀective, impactful storytelling can successfully bring the customer closer to the brand and establish loyalty. The ultimate goal is to give the customer an experience that they cannot forget.

Brand management has evolved over the years, adapting to consumers who have tuned in to new media and forms of engagement. The new consumer is knowledgeable, tech-savvy and fast-paced. Among this consumer base is a variety of generations including Gen Z, Gen Alpha, millennials and even Baby Boomers.

Generating content for this mixed group takes hard work, time and dedication. The audience is buying into a larger purpose, and it is critical to get the brand message right with laser-sharp focus. It could be anything from a lifestyle change to a community change, therefore making that connection requires a strong understanding of the brand USP, core values of the company and the message to convey to the world.

In the past year we kicked oﬀ several initiatives to ensure positive engagement with our customers at each touchpoint, interaction and message we sent to our audiences.

DRIVING COMMUNITY ENGAGEMENT

As a key component of an integrated media strategy, digital out-of-home (OOH) advertising provides repeated exposure, ensuring consistent visibility and a seamless brand experience that keeps a brand top-of-mind when customers are considering ﬁnancial decisions.

We maximised the relevance of our OOH placements in two ways: by displaying realtime, competitive currency exchange rates in high-traﬃc areas like airports, providing

travelers with immediately actionable ﬁnancial information and by targeting niche audiences in premium communities such as Bluewaters and the Palm Jumeirah with tailored content.

Think Apple or Samsung. The brands have maintained OOH in their approach for years to engage and inspire customers. Even destination brands have needed OOH to generate interest among potential visitors. These spaces are highly visible, cannot be ‘clicked’ away or ignored. They are canvases for creativity.

With digital OOH, ads have become more dynamic, giving real-time updates and interaction in a cultural context.

The diﬀerent sizes of OOH placements on Sheikh Zayed Road, or the Metro stations give an indication of the booming nature of this type of advertising.

CREATING IMMERSIVE EXPERIENCES

Immersive experiences have immensely helped in building deeper connections and engagement with customers. Building lasting impressions, these experiences foster stronger relationships and drive meaningful results. Another renowned campaign featured a ‘fake’ scam activation at Vox Cinemas, involving a bot interacting with the audience and resulting in a simulated hacking experience.

“IT IS CRITICAL TO GET THE BRAND MESSAGE RIGHT WITH LASER-SHARP FOCUS.”

schools that enable viewers to see and experience before they take a decision to buy or enroll.

DEMONSTRATING RESPONSIBLE ACCOUNTABILITY

The push for sustainability has been gaining momentum, across the world, and the UAE is no diﬀerent. Customers are increasingly opting for brands that align with their values, and sustainability choices are steadily becoming norm. A commitment to sustainability receives immense attention from customers, fostering real loyalty for the brand, because it showcases real community involvement and environmental stewardship. Brands are now keen on sharing updates on the integration of sustainability into every aspect of their business in a consumer environment that mandates transparency, authenticity and accountability.

The campaign served to raise public awareness and educate consumers about real-time scams, encouraging individuals to remain vigilant against fraudulent activities, reinforcing the message of protecting customers.

A multi-sensorial pop-up at Dubai Duty Free that showcased a brand’s 300-year heritage and collection allowed customers to fully experience that brand and everything it had to oﬀer, along with customisation of products.

Similarly, augmented reality experiences have yielded high user engagement, such as 360-degree tours of a resort or hotel, or even

BRAND FOCUS

ONE HUMAN CONNECTION AT A TIME

Emirates

NBD’s Mai Cheblak talks about what it takes for brands to cut through the noise and build customer loyalty.

Conscious choices such as obtaining Leadership in Energy and Environmental Design (LEED) certiﬁcations to reduce environment footprint become the subject of well-formed campaigns and social media messages that garner support from customers. But do ensure that the ﬁne line between advertising responsible accountability and pure misleading is never blurred.

CRAFTING VISUALLY STUNNING NARRATIVES

Video continues to be a powerful marketing tool for successful audience engagement, as Emirates NBD successfully builds engagement through entertaining narratives that reﬂect its brand ethos.

Such engagement connects at a deeper level including raising awareness, oﬀering a glimpse behind the scenes, showing some nuances of culture and screening testimonials by customers. The endearing Freej characters have made their way into many campaigns to charm customers while relaying important messages. In a world where information is abundant, branding needs to cut through the noise and create a memorable experience. Giving a powerful sense of messaging with stunning visuals, the aim of successful branding is to deliver a human connection – one that strikes a chord emotionally.

By Mai Cheblak, Head of Corporate Marketing at Emirates NBD

SAUDI FOCUS

A BOLD NEW ERA

Petromin Corporation’s Hussein M. Dajani explains why Saudi Arabia is a fertile marketing oasis for those who dare to innovate, engage and implement key trends through 2025.

As Saudi Arabia continues its transformation under Vision 2030, the Kingdom's marketing landscape is poised for both exhilarating opportunities and signiﬁcant challenges.

In 2025, Saudi Arabia will not be a static market but one in constant motion – a place where technology, culture and consumer expectations are evolving at an unprecedented rate. For marketers, the coming year oﬀers a unique chance to innovate, disrupt and redeﬁne the relationship between brands and consumers. But will 2025 be the year of a marketing oasis or a mirage?

The rapid modernisation of Saudi society, bolstered by its young, tech-savvy population and a booming digital ecosystem, presents a compelling opportunity for marketers.

However, success will require more than just innovative campaigns – it will demand a keen understanding of both the country’s fast-paced evolution and its deeply rooted cultural values.

In this nuanced environment, here are the key trends and challenges marketers should watch for as they prepare for 2025.

POWER OF HYPER-PERSONALISATION

By 2025, Saudi consumers will expect more than generic brand messages – they will demand personalised, data-driven experiences that cater to their unique preferences.

AI-DRIVEN MARKETING CAMPAIGNS

AI will continue to revolutionise marketing strategies in 2025, and Saudi Arabia will be no exception. From automating creative content generation to optimising media spends and ad placements, AI will become an indispensable tool in the marketer's arsenal. In sectors such as entertainment, retail and automotive, virtual inﬂuencers powered by AI will further blur the lines between human and machine, creating new forms of brand engagement. Yet, the challenge will be ensuring that AI complements rather than replaces the human touch. While Saudi consumers are highly connected and tech-savvy, they still value authenticity and emotional connections with brands. For marketers, the art will lie in integrating AI with genuine human interaction, ensuring campaigns resonate with local audiences.

SOCIAL COMMERCE: WHERE CONTENT MEETS COMMERCE

In 2025, Saudi Arabia’s social media platforms will evolve into full-ﬂedged shopping destinations. Platforms will integrate more direct shopping features such as live-streaming sales, shoppable posts and in-app purchases. For brands, this shift will present a tremendous opportunity to blend storytelling with transactional opportunities, creating a seamless path to purchase directly within social platforms.

Micro and nano-inﬂuencers, particularly those who have built niche followings, will be key to driving authentic engagement. Marketers will need to partner with these inﬂuencers thoughtfully, ensuring their values align with the brand’s identity and that they can truly connect with local consumers.

SUSTAINABILITY: NEW COMPETITIVE EDGE

In 2025, brands that authentically commit to environmental, social and governance (ESG) practices will diﬀerentiate themselves in a crowded marketplace.

Whether it's through eco-friendly products, transparent supply chains or community-focused initiatives, brands that show a true commitment to sustainability will earn the loyalty of Saudi consumers, particularly those among the Kingdom's socially conscious youth.

However, the market is becoming more adept at spotting 'greenwashing'. Brands will need to ensure their sustainability claims are backed by real, measurable actions to avoid backlash.

Thanks to advancements in artificial intelligence (AI) and machine learning, brands will be able to anticipate customer needs before they arise, offering tailored recommendations, dynamic pricing and real-time offers.

However, this hyper-personalisation must be handled with care. Saudi Arabia's Personal Data Protection Law (PDPL), enacted to safeguard consumers’ privacy, will require brands to navigate data collection and usage with transparency and ethical rigour.

Marketers will need to balance innovative personalisation with robust data protection practices to build trust with an increasingly discerning consumer base.

By Hussein M. Dajani, Group Chief Marketing and Customer Centricity Oﬃcer, Petromin Corporation

WOMEN-CENTRIC CAMPAIGNS: A GROWING MARKET

The increasing prominence of women in Saudi Arabia’s workforce and society is reshaping consumer behaviour. Marketers will need to develop campaigns that not only reﬂect the evolving roles of women in the Kingdom but also empower and authentically represent them.

Campaigns that focus on inclusivity, empowerment and authenticity will resonate most with Saudi women, who are increasingly seeking brands that align with their values and aspirations. As a result, successful brands will be those that champion gender equality and demonstrate a genuine commitment to supporting women's empowerment.

CULTURAL SENSITIVITY: NAVIGATING TRADITION AND MODERNITY

As the Kingdom evolves, so too does the delicate balance between modernity and tradition. Marketers will need to ensure that their campaigns are culturally sensitive, respecting the Kingdom's deep-rooted traditions while also embracing the progressive changes underway.

EXPERIENTIAL MARKETING: BRINGING DIGITAL TO LIFE

Despite the rapid rise of digital, experiential marketing will make a strong comeback in Saudi Arabia in 2025. Whether through pop-up events, immersive activations during Riyadh Season, or luxury brand experiences in malls and resorts, marketers will need to create experiences that resonate with local and international audiences alike.

Hybrid models – blending the physical and digital – will become increasingly popular. Events that combine real-world interactions with online streaming, virtual experiences and interactive social media content will allow brands to reach wider, more diverse audiences while maintaining the sense of exclusivity that makes experiential marketing so powerful.

This requires a nuanced understanding of local customs, social norms and religious values, as well as an ability to create campaigns that resonate with both younger, more progressive consumers and older, more conservative segments of the population.

A YEAR OF INNOVATION, ADAPTATION AND OPPORTUNITY

In 2025, marketing in Saudi Arabia will be anything but predictable. With rapid technological advancements, shifting cultural expectations and a growing appetite for innovation, marketers will need to be adaptable, insightful and culturally attuned.

The marketing oasis that lies ahead in Saudi Arabia is not one of easy abundance; it is a fertile ground for those who dare to innovate, engage, and respect the deep cultural nuances that make this market both unique and extraordinary.

As Saudi Arabia stands on the brink of remarkable transformations, the media and marketing sectors are set for a signiﬁcant evolution.

With major global events including Expo 2030 and the FIFA World Cup in 2035, along with a surge in entrepreneurial ventures and near-completion giga projects, the coming years promise to ignite innovation and growth within these industries.

EXPO 2030: A CATALYST FOR MARKETING INNOVATION

Expo 2030 oﬀers Saudi Arabia a strategic platform to showcase its global potential and progress. Businesses are poised to invest substantially in event-focused marketing strategies as both local and international brands strive for visibility. Strategic funds will be directed toward sponsorships and activations, prioritising experiential marketing to vividly showcase the Kingdom’s oﬀerings.

The Expo’s commitment to sustainability is expected to propel brands toward greener practices, driving demand for eco-friendly marketing solutions. Companies will need to adapt by using sustainable materials and techniques, aligning with the global call for environmental stewardship.

Driven by the anticipated inrush of international attendees, substantial enhancements in digital infrastructure will be necessary to support advanced marketing eﬀorts.

CULTURAL EVENTS: SHAPING MEDIA BUYING AND MARKETING APPROACHES

The burgeoning cultural and entertainment scene in Saudi Arabia is revolutionising media buying and marketing strategies. Businesses are increasingly investing in experiential marketing that emphasises engaging and memorable campaigns that resonate with audiences. This trend will likely see a reallocation of budgets toward robust digital marketing strategies, utilising online platforms for ticket sales, event promotion and customer engagement.

sponsorships and targeted advertising strategies aimed at engaging both local and global audiences.

The inﬂux of visitors for the World Cup is expected to drive demand in the entertainment and hospitality sectors, prompting extensive investments as businesses seek to cater to diverse visitor preferences.

THRIVING LUXURY REAL ESTATE AND ECONOMIC GROWTH

As the Saudi Arabian economy ﬂourishes and disposable incomes soar, interest in luxury real estate is on the rise. Cities such as Riyadh and Jeddah are experiencing skyrocketing villa prices, with younger generations drawn to innovative living spaces featuring smart technologies and sustainable designs.

Supported by initiatives such as Sakani, which aims to elevate home ownership to 70 per cent by 2030, the competitive landscape among real estate developers is set to intensify,

SAUDI FOCUS

STRATEGIES FOR 2025

Mindshare KSA’s Darine Elkaissi details how the media and marketing industries in Saudi Arabia are gearing up for a transformative journey.

oﬀering consumers an abundance of options and improving overall market conditions. This shift will prompt media agencies to develop lead generation strategies targeting B2B real estate developers, as well as B2C campaigns focused on generating expressions of interest leading to conversions. This evolution also opens the door for CRM and data companies to elevate their oﬀerings.

E-COMMERCE EXPANSION AND LOGISTICS DEVELOPMENT

With projections indicating that Saudi Arabia's e-commerce sector will surge to $24.29bn by 2029, as reported by Statista’s latest Market Insights Research, the demand for sophisticated warehousing and distribution solutions is escalating.

Companies are expected to make signiﬁcant investments in strengthening logistics networks in vital urban centres such as Riyadh and Jeddah, adapting to the rising trend of online shopping and optimising operational eﬃciency.

INCREASE IN DIGITAL MEDIA ENGAGEMENT

The Saudi Arabian media landscape is undergoing a digital transformation, fueled by a rise in online content consumption among citizens.

According to DataReportal’s 2024 Insights Report, “there are 36.84 million internet users with an internet penetration at 99.0 per cent and more than 35.10 million social users, equating to 94.3 per cent of the total population.” These numbers have only been increasing, and rapidly, over the past 12 months with transformations developing at the same speed.

This will generate heightened demand for digital marketing services, including content creation and strategic advertising campaigns. A robust focus on Arabiclanguage content will be essential as brands tailor their oﬀerings to local cultural nuances and consumer preferences.

Influencer marketing will also take centre stage, as partnerships with local figures can effectively enhance brand messaging and strengthen bonds with consumers. This strategy will boost event-driven marketing campaigns, allowing brands to embed themselves within Saudi Arabia's lively cultural calendar, exemplified by initiatives such as Riyadh Season and Riyadh Fashion Week.

RISE OF SPORTS MARKETING

With the FIFA World Cup scheduled for 2035, Saudi Arabia is poised to become a key player in the sports marketing arena. Brands will increasingly pursue

By Darine Elkaissi, Managing Director at Mindshare KSA

In addition, marketers will prioritise evaluating the eﬀectiveness of their campaigns through data analytics, assessing performance and return on investment (ROI). This data-driven approach will be vital for reﬁning marketing strategies and enhancing overall campaign success.

As we look to the future, the media and marketing industries in Saudi Arabia are gearing up for a transformative journey driven by Expo 2030, the FIFA World Cup in 2035 and an array of cultural events.

A commitment to sustainability, digital innovation and experiential marketing will redeﬁne how businesses interact with consumers, positioning Saudi Arabia as a hub of marketing innovation. As the Kingdom navigates this evolving landscape, its rich cultural heritage will continue to shape and drive its promising future across various sectors.

THE YEAR AHEAD FOR

PURPOSE

Das Kapital's Ramsey Naja on those who have lost the plot, those pursuing the plot and ways to get reacquainted with the plot – of purpose – in 2025.

When asked about humanity’s raison d’etre, one of the greatest scientiﬁc minds of our age, Dr. Brian Cox, suggested that, in the absence of other intelligent life, our existence “brings meaning to the universe”. In other words, having created pretty much everything, The Almighty didn’t just see that it was good; He wanted an audience to show appreciation. As a template for the concept of ‘purpose’, you could say it is unbeatable: create a product – us, for that matter – then give it meaning beyond its otherwise contemptible base functions.

So far, so good. Fast forward a few billion years to the past few and we ﬁnd marketers demonstrating great admiration for a higher power by embracing His template enthusiastically and going to great lengths to suggest that their brands are not just a revenue provider but the means to end poverty, feed the hungry, save the humpback whale, bring peace to all mankind and, ideally, get Gen Z to believe their companies’ green

credentials rather than notice their manic pursuit of the greenback.

Yup, Gen Z. Those entitled brats who have somewhat managed to convince themselves that their voracious appetite for consumption is perfectly compatible with their zero tolerance for anything remotely unsustainable and their undiluted love for its opposite. Cue, then, The Great Brand Purpose Drive. Think we are selling detergents stuﬀed with phosphates that deplete oxygen in waterways? Think again! We save water by being doubly concentrated! Car manufacturer? Oh, ye of little faith! We stand for mobility and the relentless forward motion of mankind! Sportswear manufacturers? Ha! Curators of urban street art, if you don’t mind.

Suddenly, every brand was sticking a halo above its logo and the Cannes Festival was starting to look like what the UN really should have been. So much so that, a couple of years ago, a Unilever investor, fed up with the company’s obsession with anything brandpurpose-y, argued that “a company which feels it has to deﬁne the purpose of Hellman’s mayonnaise has clearly lost the plot”.

In fact, it wasn’t just the plot that had gone missing: it was the very greenbacks manically pursued. The trouble with many of those corporations hell-bent on brand purpose is that they were retroﬁtting, something that our soughtafter brats would never buy, no matter how many Kendall Jenners you threw into the soft drink mix: a generation deﬁned by a confusing duality can spot a hypocrite miles away. Cue, then, The Great Backlash, which bizarrely put brands at the receiving end of the ire of tree-huggers on the one hand, and the anti-woke right wing on the other.

The most infuriating thing for many brand purpose aﬁcionados, however, was that while they were frantically trying to extricate themselves from the rising swamps of greenwashing, rainbow-washing and save-the-polarbear-washing, others were basking

in the spotlight of public attention and bright forecasts.

Call it karma, if you will, but intentions do matter after all, because those reaping the rewards were those who had been genuine all along: those for whom purpose was not a brief to their ad agencies but part of their DNA makeup. Those who were created in the pursuit of a purpose. Brands such as Patagonia and Tom’s, in other words.

I mention Patagonia and Tom’s not just because they are brands that started from an ethos they subscribed to, but because theirs is the blueprint as far as brand purpose is concerned – the blueprint for my 2025 prediction in that arena, as a matter of fact.

Indeed, I expect purpose to be increasingly conﬁned to the realm of startups and nascent brands who believably demonstrate that they have a conscience that transcends mere commercial pursuits, while legacy brands are more likely to adopt a measured approach: one that treads carefully between the risks of greenwashing on the one hand and those of wokeism on the other, restricting it to tactical projects which, if successful, would beneﬁt the brand or be swiftly discarded if not. In other words, brands issued from a genuine desire to, say, save the polar bear and preserve obscure tribes’ way of living, and whose products actively promote the kind of ethical living that puts a respectable veneer on Gen Z’s notorious double standards, are more likely to reap purpose’s promised rewards.

‘‘I expect purpose to be conﬁned to the realm of startups and nascent brands.”

Established brands, meanwhile, spurred on by the realisation that passing fads and quick ﬁxes are increasingly attracting the wrath of the marketing fates, are more likely to return to their roots, dust oﬀ their own books on the fundamentals of brand building and, well, get reacquainted with the plot. The holy scriptures of marketing may all agree that nothing is created without a loftier motivation, but they also agree on the fact that truth is an essential commandment when you want to spread the word.

By Ramsey Naja, Creative Partner, Das Kapital

Each year seems to set a new record as the hottest on Earth, a clear signal of the growing climate crisis. Consumerism and the practices of many brands are key contributors to these challenges, making it essential for businesses to prioritise sustainability at every level.

Marketing, at its technical heart, revolves around shaping consumer behaviour, driving consumption and managing production. This makes marketers key players in rewriting the rules of engagement –shifting the focus from unbridled consumption to promoting conscious and responsible use of resources. Embracing this shift means taking marketing beyond creating more demand to transforming brands into genuine advocates for a sustainable future.

PREDICTIONS FOR 2025 AND BEYOND

At the nexus of technology, AI and creativity, groundbreaking solutions are emerging to tackle environmental challenges and, with these,

THE YEAR AHEAD FOR

across all its global data centres. This trend will be on the rise not only in tech, but in telecoms, media and banking.

CHALLENGES

Progress seldom follows a straight path. In 2025, marketers find themselves navigating a landscape of growing complexity.

Conscious use of AI

AI is seen as a magic wand for marketers, enabling speed and efficiency, but it raises questions about energy consumption. One ChatGPT prompt consumes 10 times more energy than a Google search. Marketers must weigh the environmental impact of deploying such technologies against their benefits, exploring energy-efficient alternatives or investing in carbon-offset initiatives.

Greenwashing and consumer scepticism Audiences, particularly the younger ones, are

SUSTAINABILITY

Al

Masaood’s Marwa Kaabour

on how marketing can help champion a sustainable planet in 2025.

marketers can help shape a new breed of conscious consumers. Here are some examples:

Bio-engineered materials

In 2025, products will no longer rely solely on finite natural resources. Materials grown in labs will increasingly replace traditional options, reducing environmental strain while opening new possibilities for design and durability. Think lab-grown diamonds which proved to be as precious as natural ones.

Carbon-positive product design

Moving beyond neutrality, companies are slowly but surely adopting processes that give back to the planet more than they take. Every product becomes an opportunity to restore balance, turning sustainability into a competitive edge. We see this trend rising in building materials, interior design and packaging.

Circular subscription models

Subscription models are becoming more prevalent, allowing consumers to use and return products, enabling businesses to recycle, refurbish and redistribute efficiently. Ikea and Lego are among the pioneering brands that adopted these models.

Energy-independent operations

Companies are intensifying their commitment to use renewable sources in order to power facilities, using alternative energy. In the year ahead, we will see more and more self-sufficient energy systems redefining operations. Google has committed to running entirely on carbon-free energy by 2030, integrating on-site renewable energy solutions

growing warier of greenwashing. In the year ahead, empty promises will no longer be tolerated, and scrutiny over sustainability claims will intensify. Marketers will therefore face the task of regaining and maintaining trust.

Balancing profit motives with genuine sustainable initiatives

Balancing bottom-line expectations with genuine commitment to sustainability is a true challenge for a marketer. One must prove the long-term success of embracing sustainability into core strategies.

STEPS TOWARDS AUTHENTIC INTEGRATION

To drive meaningful change, marketers must embrace sustainability from within.

Conducting sustainability audits

Zooming in on practices across the entire customer journey from beginning to end will be crucial for marketers to identify opportunities to go green. Equally important is aligning brand values with measurable environmental, social and governance (ESG) objectives to give a brand a moral compass.

Investing in training for marketing teams

Future-focused companies will prioritise equipping their marketing teams with a clear understanding of sustainable business practices. Such investment will transform marketers into genuine advocates, ensuring sustainability evolves beyond a campaign buzzword.

Prioritising data

Forward-thinking brands will place a premium on data-driven sustainability strategies. Leveraging

‘‘The battle starts on the inside with tough discussions on the profitability index.’’

analytics to measure environmental impact will influence product design and distribution. This will help brands learn how best to offset their carbon footprint and other environmental burdens they create, such as waste. Unilever uses a climate data platform to measure and report its emissions impact across its product’s lifecycle.

A CALL TO ACTION

Marketers hold the keys to a sustainable future. The profession’s ability to influence perceptions,

production, design and consumer behaviour can help remedy our planet’s dire need for action. The battle starts on the inside with tough discussions on the profitability index of the company and later moves to the outside world. Every campaign, reel and initiative can be seen as an opportunity to turn the world into a better one.

By Marwa Kaabour, Group Head of Marketing & Corporate Communication, Al Masaood

THE YEAR AHEAD FOR

DIGITAL TRANSFORMATION

Stagwell’s

Sunil John

shares seven transformative trends set to redefine the communications industry in 2025.

After decades of shaping the PR landscape in the Middle East and a career spent crafting and rewriting communications playbooks, one truth stands out: change is the only certainty.

We are living through the most exciting time in communications history as we stand at the intersection where artificial intelligence meets human creativity, where digital transformation is the only way forward. The reality is stark: those who have not yet embraced digitalisation risk being left behind entirely.

In the whirlwind of AI innovation and digital transformation, one core belief anchors me: the enduring strength of human creativity and intellect. That is why I believe that any digital transformation story is not about choosing between human intelligence and artificial intelligence; it is about integrating both to create something greater than the sum of its parts.

After observing and contributing to key shifts in communication strategies over the years, I firmly believe that 2025 will mark a pivotal year for digital transformation in our region and its communications landscape.

The Middle East, with its ambitious vision and tech-savvy youth, is no longer playing catch-up; it is increasingly setting the pace. We saw this in action recently at the 1 Billion Followers Summit in Dubai, a global benchmark in shaping the future of the content economy. With more than 15,000 content creators and influencers from across the world participating, it was a powerful demonstration of our region's growing influence in the digital realm.

As the region continues to lead the charge, these seven transformative trends in digital transformation are set to redefine the communications industry this year.

1. The rise of hyper-personalisation: We're moving beyond basic personalisation into an era of hyper-personalised experiences. Just as Coca-Cola partnered with Google

to create individualised FIFA World Cup Qatar 2022 ads, we will see AI-powered content creation that speaks to audiences of one, not millions. The key difference? Scale and impact that were unimaginable even a year ago.

2. Advancing Arabic language AI: 2025 will be the year when Arabic language AI could finally mature. With substantial investments from the UAE and Saudi Arabia in large language models (LLMs) trained on the nuances of the Arabic language, we could achieve a breakthrough in handling the region’s myriad dialects. This is crucial because current sentiment engines used for media monitoring and social listening often fail to accurately interpret Arabic's linguistic and cultural nuances.

3. Smart cities and their impact: Across the region, we're seeing unprecedented investment in smart city infrastructure. According to recent data from the International Data Corporation (IDC), Middle East and Africa spending on smart city technologies is expected to reach $2.7bn this year.

4. Mobile-first everything: With the GCC region set to have the world’s highest 5G penetration at 93 per cent by 2030, mobile-first strategies will be at the heart of communications. With more and more transactions taking place via mobile phones, brands will focus on mobile-first marketing strategies. AI will have a role to play in creating fast-loading and visually appealing content tailored for mobile users, while organisations will benefit from AI-powered sales forecasting and workflow-automation.

brands communicate. This will have the most pronounced impact for the Middle East region, one of the world’s youngest, with more than 200 million people below the age of 30.

6. Predictive PR: AI can transform how we handle crisis communications and stakeholder engagement. Similar to the adoption of 'digital twins' in other sectors, predictive analytics will enable PR professionals to foresee potential issues, while AI-driven content will allow rapid and effective responses to emerging challenges.

‘‘Wisdom in AI's application will be your greatest asset.’’

7. The virtual influencer revolution: The UAE's first virtual influencer, launched in early 2024, was just the beginning. AI-generated personalities will proliferate, but their success will depend on their perceived authenticity and ability to resonate with audiences.

5. Pivoting from the millennials to Gen Alpha: Many millennials and Gen Zs – the ‘iPad Kids’ – are part of the workforce and their influence on digital transformation is significant. Digital content tailored to their interests will explode, and their preference for visual, interactive and personalised content will reshape how

But here's the crucial point: while these technological advances are impressive, they're just tools, not solutions. The real transformation happens when human creativity meets digital capability. Whether you're a PR professional, marketer, or business leader, your success hinges on blending human insight with digital innovation. In an era when AI can both inspire and mislead, wisdom in its application will be your greatest asset.

By Sunil John, Senior Advisor – MENA, Stagwell

In 2024, AI captivated the public's imagination, but as we move into 2025, the focus is shifting to its profound and lasting impact on society, the economy and healthcare.

As highlighted by the IMF, World Bank and World Economic Forum, this year will mark a pivotal moment when AI evolves from a technological novelty into a transformative force that shapes our lives in unprecedented ways. To harness its potential for the greater good, we must approach it with a clear understanding of both the benefits and the risks.

SOCIAL FABRIC: COLLABORATION AND CHALLENGES

AI will increasingly augment human capabilities, boosting workforce productivity and enabling more personalised services across sectors. In healthcare, AI will improve diagnostic accuracy by analysing medical images and patient data, leading to earlier interventions and better outcomes.

In other fields such as architecture and education, AI will drive innovation, such as designing energy-efficient buildings and personalising learning experiences. However, the widespread adoption of AI raises concerns, including the potential for an 'AI divide', which could deepen social and economic inequalities.

Addressing this requires investments in infrastructure and training programmes. Ethical challenges also emerge, as AI can perpetuate biases, demanding stricter regulations to ensure fairness and accountability in its development.

ECONOMIC LANDSCAPE: A CLOSER LOOK

AI will have a major economic impact in 2025 by transforming industries and boosting productivity. AI-powered chatbots will provide more personalised and efficient services, while automation will handle repetitive tasks such as data entry and document review, allowing workers to focus on complex tasks.

The rise of 'no-code' AI will further democratise access to this technology. User-friendly AI tools will empower individuals with limited coding experience to build and deploy AI solutions, fueling innovation across various sectors.

This will lower the barriers to entry for AI development and allow for a wider range of individuals and organisations to harness its potential. While some jobs will inevitably be displaced, new roles and specialisations will emerge. Expect to see increased demand for 'AI trainers', who can teach AI systems to perform specific tasks and 'AI ethicists', who can ensure AI is developed and used responsibly.

THE EVOLVING SKILLS LANDSCAPE

As AI becomes more integrated into the workforce, data literacy will become an essential skill. Understanding how to interpret and work with data will be as important as traditional literacy. Professionals will need to analyse, visualise and communicate data insights, skills that will be necessary across

‘‘Create a future where AI serves the collective good.’’

industries, as AI relies heavily on data. Along with technical expertise, human abilities such as creativity, critical thinking and adaptability will become more valuable. AI can automate many tasks, but it cannot replicate human judgment or strategic thinking. These uniquely human skills will be essential to navigating the complexities of an AI-driven world.

Lifelong learning and upskilling will be critical for workers to stay competitive. The rapid pace of AI development means that workers must continuously update their skills to keep up with evolving technologies. Educational institutions, businesses and governments must collaborate to provide training and support, ensuring that the workforce remains adaptable in an AI-augmented world.

THE YEAR AHEAD FOR

ECONOMIC IMPACT

AI has the potential to drive economic growth by improving efficiency and productivity across industries. It can expand production frontiers, leading to greater output and innovation. New markets will emerge in sectors such as personalised healthcare, sustainable energy and customised education. These advancements hold promise for economic growth and addressing global challenges. However, AI could exacerbate existing inequalities if not managed carefully. Governments and organisations must ensure that AI's benefits are widely distributed to promote inclusive growth and prevent further disparities.

DEMOCRATISING AI

In 2025, the democratisation of AI will continue to gain momentum. Open-source AI platforms will enable individuals, small businesses and startups to access and contribute to AI development, creating a more inclusive AI ecosystem. By breaking down barriers to entry, we can unlock AI’s full potential and ensure that its benefits are shared more broadly.

AI will also be increasingly used to address pressing global issues, including poverty, hunger and climate change. Collaboration between governments, NGOs and the private sector will be essential to developing AI solutions that benefit society at large.

HEALTHCARE REIMAGINED

AI-powered chatbots will provide mental health support, improving access to care and patient outcomes. Wearable devices and AI-powered apps will track health data, offering personalised insights and encouraging healthier behaviour, contributing to more personalised and preventative healthcare.

THE PATH FORWARD

The World Economic Forum's Future of Jobs report indicates that by 2030, AI will create 78 million new jobs, but 60 per cent of the workforce will need reskilling to adapt.

To ensure AI benefits everyone, we must address ethical challenges, promote AI literacy and ensure equitable access. Collaboration across governments, businesses and individuals is needed to create a future where AI serves the collective good.

By Tony Joseph, Head of Digital Transformation AdvisoryePayments, UAE Ministry of Finance

SOCIAL IMPACT

The UAE Ministry of Finance’s Tony Joseph shares the need to address ethical challenges and ensure equitable access to drive social impact in the age of AI.

THE YEAR AHEAD FOR

PROGRAMMATIC DOOH

BackLite Media and Viola Outdoor’s James Harrison asks: Is the journey to programmatic digital out of home worth as much as the destination?

The question: "Is the journey to programmatic digital out of home worth as much as the destination?" has been on my mind for years, and it came to the forefront when I had the opportunity to host a panel at the Campaign Breakfast Briefing: Out of Home 2025 event, interviewing four of the leading minds in the realm of programmatic digital out of home (PrDOOH).

Here in the UAE, the journey towards fully integrated, seamless programmatic OOH has undoubtedly started – though how far we’ve travelled remains open to debate. Will we ever reach a future when advertisements can be bought, optimised and measured with the same fluidity that we see in advanced digital channels? That’s still unclear. Perhaps we should embrace the uncertainty and enjoy the ride. For all the promising headlines and bold market-size

predictions, we need to first answer a fundamental question: are we even speaking the same language? Some speak of 'automation', essentially using technology to streamline workflows and accelerate processes.

Others aspire to 'true programmatic', where real-time data and algorithms power every decision, from which creative to show to when and where it’s displayed. Both views have merit, but the difference between the two can be vast, especially in a market like the UAE that’s rapidly catching up to more mature regions.

Our local journey has been unique. We didn’t jump into the race at the same time as other global players, but we quickly learned from those who did. From the outset, we knew we had to harness digital transformation, invest in data, and prioritise education – not just for ourselves, but for our clients. This wasn’t a matter of fixing a broken system. Traditional OOH was working just fine, delivering consistent results. Rather, we saw an opportunity to evolve, ushering in more transparency, efficiency and innovation for both agencies and brands.

crucial distinction remains: automation versus true programmatic. Automation certainly makes life easier, with less paperwork and quicker turnarounds. But true PrDOOH leverages live data signals and AI-powered decision-making to optimise delivery on the fly, often without human intervention. The UAE is making headway, though the infrastructure and adoption rates vary by operator, and not every media owner has embraced this new model. Still, there’s no question that we’re moving in the right direction.

‘‘A crucial distinction remains: automation versus true programmatic.’’

Do we truly need PrDOOH? For many advertisers, traditional OOH still performs exceedingly well. Yet the broader marketing ecosystem keeps pushing toward integration and agility, qualities that PrDOOH can deliver in spades. By making out-of-home campaigns more flexible, measurable and data-driven, we ensure they can seamlessly fit into omnichannel strategies, standing shoulder-toshoulder with digital and television. That’s a powerful allure in a rapidly evolving advertising landscape.

It’s incredible how far we’ve come in just a few years. The old refrain, “OOH isn’t measurable”, no longer holds quite the same weight. Integrations with third-party platforms, advanced audience analytics and new reporting standards have taken OOH to a level of accountability that once seemed out of reach.

The notion that out-of-home couldn’t be adjusted in real time, or that it was cumbersome to buy, is being challenged by dynamic screens and emerging marketplaces that combine multiple inventories. Even the criticism that OOH offers only broad, location-based targeting is being addressed with more precise data-driven strategies, though there’s still plenty of ground to cover before we fully tap into the potential of behavioural and contextual insights. Amidst these exciting developments, a

No, we’re not at the same level of programmatic maturity as some other regions. But that’s precisely what makes this journey so exciting: we have the benefit of hindsight, real-world benchmarks, and an increasingly sophisticated digital ecosystem that is hungry for innovation. If current trends are any indication, the UAE may very well surpass expectations, leaping ahead by selectively adopting and refining the best practices from around the world.

Ultimately, the growing presence of PrDOOH in the UAE reflects a market eager to align with global standards while embracing its own unique strengths. The future of out-of-home here is likely to look like a fusion of cutting-edge technology, creative storytelling and region-specific adaptability.

While there is still work to do before we can claim a fully programmatic ecosystem on par with the world’s most advanced players, each new milestone serves as a reminder of how far we’ve come – and how much promise lies ahead.

By James Harrison, Chief Product Officer, BackLite Media and Viola Outdoor

In an age when emotional connections with brands, often termed ‘brand love’, are paramount, the landscape of consumer loyalty is undergoing a profound transformation. As brands vie fiercely for our attention, the essence of these connections can be as fragile as a morning cup of coffee.

My relationship with a quaint French café, where I have spent countless mornings savoring my favorite flat white, serves as a poignant illustration of how easily brand affection can be disrupted.

For more than a decade, this café has been my sanctuary. The moment I step inside, I am greeted with a warm “Bonjour, Suad”, and enveloped by the welcoming aroma of freshly brewed coffee. Each morning, as I indulge in my daily ritual, the café transcends its role as merely a coffee shop; it is a comforting space where I can focus my energies on more critical matters, free from the burden of smaller decision-making.

It has infused my mornings with a comforting sense of familiarity and a consistently seamless experience that has become an anchoring habit, woven into the fabric of my daily life.

However, a recent café management change left me startled when I approached the counter only to hear, “Sorry, we don’t serve flat whites anymore.” This seemingly small shift shattered my routine, compelling me to reflect on the intricate nature of brand love. Such disruptions can unravel the trust and consistency that form the foundation of our relationships with brands. It made me realise that brand loyalty is intricately tied to the habits we cultivate around these experiences.

As I began searching for new coffee shops, I was reminded of how brand loyalty is no more an easy game in the plethora of options available to consumers today. Research highlights that approximately 60 per cent of consumers are willing to switch brands for superior experiences, while about 75 per cent are consistently trying new ones. In a marketplace overflowing with choices, convenience often trumps emotional connections.

Looking ahead to 2025, several trends are poised to redefine how brands cultivate emotional connections:

HUMANISING THE BRAND

Consumers are increasingly craving authenticity. They gravitate toward brands that communicate honestly, reflecting shared values while delivering genuine experiences. In our digital age, younger generations demand brands that resonate with their real-life struggles and aspirations.

Brands that enjoy deep emotional connections with this generation understand that channels like social media – often their first and most consistent brand touchpoint – need to be treated like an extension of their identity. Moving beyond mere product promotions to sharing authentic narratives will inevitably foster connections.

THE YEAR AHEAD FOR

BRAND LOVE

Mashreq’s Suad Merchant on how brand love will rest on the timeless principles of authenticity, convenience, meaningful interactions and shared values in 2025.

PRIORITISING CONVENIENCE

In today’s fast-paced world, convenience reigns supreme. Seamless, frictionless experiences have become non-negotiable. Platforms like TikTok Shop and AI-driven tools illustrate how technology can simplify shopping while maintaining personalisation. Brands that adapt to evolving customer needs and prioritise hyper-personalised services will stand out, ensuring that every interaction is memorable.

ALIGNING WITH CONSUMER VALUES

Modern consumers are deeply invested in social justice, sustainability and ethical

‘‘Frictionless experiences have become non-negotiable.’’

practices. Brands that authentically embrace these values, through circular economies, eco-friendly operations and transparent social responsibility will earn trust and loyalty. In a saturated market, a shift toward a community-centric approach that values shared experiences will be essential.

THOUGHTFUL TECHNOLOGY INTEGRATION

While technology can enhance customer experiences, it should never replace the human touch. AI-driven tools like shopping assistants can deliver hyper-personalised interactions, but the irreplaceable human connection remains vital. Brands must focus on owning their identity rather than becoming overly absorbed in social media algorithms. Authenticity, coupled with the strategic use of technology, will be key to standing out.

ENGAGING THROUGH IMMERSIVE STORYTELLING

As passive content fades, interactive and participatory storytelling will dominate. Immersive content –whether through podcasts, videos, or gamification – will draw consumers into the narrative, creating personal connections. By allowing customers to engage actively with their stories, brands can forge lasting emotional ties that resonate deeply.

BUILDING RESILIENT CONNECTIONS

Adaptability is crucial as markets evolve. Resilience is not solely about enduring challenges; it’s about pivoting swiftly and embedding flexibility into the business model. Brands that nurture emotional connections through consistency, authenticity and customer-centric innovation will thrive. Marketers are often sitting on gold mines of customer insight gathered through various touchpoints –real time transition of these insight into action is vital to respond swiftly to consumer needs.

The little café I once loved reminded me how delicate these connections can be and how critical it is for brands to maintain the trust that they’ve worked so hard to build.

In 2025, brand love will still rest on timeless principles: authenticity, convenience, meaningful interactions and shared values. Brands that live by these values will stay relevant, cherished and indispensable for years to come.

THE YEAR AHEAD FOR

PERFORMANCE MARKETING

Assembly

MENA’s Ryan Garner talks about the marketing mix modelling comeback, a loyalty goldmine and a pivotal year for search in 2025.

As we step into 2025, digital marketing is poised for transformative shifts. From the continued evolution of retail media and AI-powered search to the resurgence of marketing mix modelling (MMM) and the potential of a loyalty fuelled revolution, here’s a look at four key trends shaping the year ahead.

WILL RETAIL ADTECH BE ABLE TO KEEP PACE WITH ADVERTISER DEMANDS?

MENA retail media budgets continue to increase at incredible rates, and with ballooning budgets come big expectations. The category has seen explosive growth in recent years and brand-side marketing teams are more sophisticated than ever and hungry for data depth.

From a marketplace perspective, Amazon has done a great job of elevating Amazon Marketing Cloud (AMC), making it more accessible for non-SQL users as well as developing bid strategies and expanding data lookbacks.

‘‘MMM is expected to be on more CMOs’ 2025 shopping lists.’’

Positive feature expansion has also been seen with Talabat and Noon Minutes. However, advertiser appetites continue to crave more feature sophistication especially across quick commerce platforms. 2025 wishlists include advanced audience activation, smarter bidding, attribution (beyond sell-out), KPI expansion and deeper analytics.

As client budget investment across retail media soars, platforms reinvesting in adtech will be vital for longevity of the media plan presence. With more feature sophistication, standardised metrics and clearer attribution models, a revitalised data-driven confidence will drive even bigger and bolder activity across the MENA retail media ecosystem. Fingers are crossed for retail ad platforms' continued evolution in 2025.

UNLOCKING THE FIRST-PARTY LOYALTY GOLDMINE

Crafting loyalty program depth is something that has revolutionised how retailers are able to communicate with consumers. Privacy and consent changes mean that retailer first-party data is in high demand. Furthermore, if the volume is in the right place, it can offer lucrative monetisation opportunities. The tail end of 2024 saw both Alshaya and Landmark unlock retail data here in MENA.

Inspiration can be drawn from other markets with pioneers such as Kroger and Walmart in the US boasting approximately 85 million and 50 million loyalty members, respectively. UK-based Tesco, Boots and Sainsburys, each have about 20 million members. This data not only transformed their marketing efficiency but has also seen each entity spawn effective retail media agencies around this data, including Kroger Precision Marketing, Walmart Connect, Dunnhumby, Nectar360 and Boots Media Group.

For MENA data holders, emulating this success is the ultimate goal. Forging a path to a much deeper and more accessible first-party footprint across MENA is something that will deliver unmatched opportunities. Expect to see other significant data holders unleash their first-party data as the year unfolds.

WAS IT EVEN A RACE? GOOGLE WILL HOPE ‘AI OVERVIEWS’ ENDS THE DEBATE

As Generative AI dominates how we build, gather and interact with knowledge, integrating this capability with the world's most used window of information seems like a logical next step.

At Google I/O ‘23 it was announced to the world that search, as we know it, is poised for a major update. The update, labelled as ‘Search Generative Experience’

(SGE), aimed to lead with AI-powered search responses within the search engine paid results (SERP). Think Gemini, your friendly Google AI chatbot, woven into the very fabric of your search journey. I/O ‘24 saw Google rebrand this feature to ‘AI Overviews’, soft launching in the US to, let’s say, mixed reviews.

However, the launch and learn strategy continued with more than 100 countries added in October ’24 – although the MENA release is pending. Now backed by the recently released Gemini 2.0, Google’s ‘most capable AI model yet’, search is edging closer to drastic change.

The long-term effects on ad unit positioning and SEO rankings are yet to be seen, alongside the growing ‘zero-click’ phenomenon. One thing is certain: 2025 will be a pivotal year for search.

WILL THERE BE AN MMM REVOLUTION?

Evolving privacy regulations and new complexities in consent-based data collection have led marketers to explore alternative data analysis approaches.

One resurgent alternative is marketing mix modelling (MMM). This statistical analysis technique has been around for decades. It was previously executed by only the most elite econometric analysts and literally took a year or longer to complete.

The complexity and cost made it a resource reserved only for industry giants. Switch to the present day, and MMM is experiencing something of a renaissance, predicted by many to play a significant role in 2025.

So why is MMM set for a comeback? Well, it’s privacy-compliant and not reliant on individual-level data. It provides a more holistic view of online and offline channel contribution including the synergies within. It tunes in to true short- and long-term incrementality across a wide range of KPIs.

Perhaps the most notable factor is that advances in tech and AI make it more cost-effective and faster than ever. With this resurgence, MMM is expected to be on more CMOs’ 2025 shopping lists.

By Ryan Garner, Chief Activation Officer, Assembly MENA

THE YEAR AHEAD FOR

LEADING MEANINGFUL CHANGE

Publicis Groupe – MENA’s Jennifer Fischer dissects what inspiration is, where it stems from, why we need it and how to find it in 2025.

“

You inspire me.” That’s one of the most anxiety-inducing sentences that I’ve heard in 2024.

How can anyone live up to being 'inspiring'? What does that even mean? It sounds to me like being 'inspiring' is stuff for Red Carpet Hollywood actresses and Nobel winning scientists. Not for people working on PowerPoint and Outlook.

Yet, as I look at the year ahead, inspiration is probably what we all need most.

In 2024, Gallup’s Global Workplace Report showed that 77 per cent of employees are disengaged. That’s a scary number. It makes you wonder how the world can even function any more if eight out of 10 people everywhere in the world are doing their jobs reluctantly.

At a very personal level, I really would like to think that the bakers, the bankers the bookkeepers, bus drivers and biologists who contribute in some way to my every day, do care about what they do, want to do it well and find fulfillment through it. But it seems that the world is facing an engagement crisis.

There is some good news, however. Seventy per cent of the variance in engagement can be attributed to the manager. So, with the right manager, a team can be dramatically more engaged. And that, in essence, summarises what we need in 2025: Better leaders; leaders who inspire. Not just at the top, but at every level of organisations.

The etymology of the word inspiration gives us clues as to what is required. The word ‘inspiration’ originates from the Latin word ‘inspiratio’, which means ‘the act of breathing into’. Breathing keeps us alive, yes. But it affects a whole flurry of things from stress to mental focus, sleep quality and physical health.

Inspiration plays a similar role for our mind as breathing does for our body.

Psychologists Todd Thrash and Andrew Elliot have been studying inspiration for decades. It turns out that when we feel inspired, a lot changes. We feel energised and motivated. We see new possibilities. We are more receptive to outside influence. Essentially, we are ready and capable of leading change.

Inspiration acts as a catalyst, fuelling creativity, engagement and resilience.

Inspiration ignites curiosity, prompting us all to explore new ideas and innovative solutions. Inspiration motivates us to expand what we know, what we do and to challenge ourselves. Inspiration gets us to open the door, ask a question, talk to

someone new and collaborate.

Inspiration engages individuals more deeply in their work, which translates into increased job satisfaction and productivity.

‘‘What we need in 2025: better leaders; leaders who inspire.’’

Inspiration motivates us to step outside our comfort zones and seize opportunities for personal and professional development.

Inspiration provides fuel for when things get tough, and we need to be resilient.

We are entering another 'VUCA' year when volatility, uncertainty, complexity and ambiguity will be at an all-time high. No business will be able to navigate the year ahead without engaged teams.

So, where do we find inspiration? It can feel tough, especially at the start of a year, looking at the first quarter of 2025 with its pressure, its objectives and key results (OKRs), its blank slate to feel inspired. And even harder to feel like you are meant to inspire anyone other than yourself.

And the other good news is that it just starts with you.

Ask yourself: What inspires you? What do you care about? What gives meaning to what you do? What drives you? This could be teaching others, or the act of creation. It could be solving tough problems or elevating a craft. It could be building a kickass team or the pursuit of winning.

The sensation that stirs when you think about what you care about is like the rhythmic beat of a heart, the very pump that circulates inspiration, infusing what you do with a special kind of magic. Allowing you to give back just a little bit more in every interaction, every discussion, every moment.

And that’s really all there is to it. Take that magic and share it with your team, your colleagues, your customers. Because the most powerful thing about inspiration is that it is not a zero-sum game. Rather, the more you share, the more you receive.

By Jennifer Fischer, Chief Innovation and Growth Officer, Publicis Groupe – MENA

As we stride into 2025, the dynamics of hospitality marketing are evolving faster than a chef flambéing crêpes suzette. It’s no longer about dangling a picturesque infinity pool or promising unlimited mocktails.

Today, it’s about crafting meaningful, personalised experiences that stick –moments that guests not only cherish but are compelled to share. And while the allure of AI might sparkle brightly, the future of hospitality marketing remains rooted in something timeless: human connection.

PERSONALISATION WITH A DASH OF AI

Let’s tackle the buzzword up front: AI. It’s not the hero of this story, but it’s certainly an invaluable supporting actor. True hospitality – the kind that prompts heartfelt reviews and lifelong loyalty –comes from people, not algorithms.

That said, AI is revolutionising how we understand and cater to our guests, especially in a region like the Middle East, where diverse cultures and preferences converge.

Picture this: a guest arrives at a resort, and AI has already woven its subtle magic. It identified their penchant for seaside dining, their fondness for jazz playlists, and their preference for firm pillows. By the time they step into their room, everything is as if conjured by an attentive host – from the curated welcome drink to the softly playing Coltrane.

The beauty lies in AI’s invisibility; it doesn’t replace human hospitality, it amplifies it.

RETHINKING

THE ALL-INCLUSIVE MODEL

Traditionally, the all-inclusive model –beloved in markets across the GCC –conjures images of sprawling buffets, crowded pools, and standardised entertainment. But as we’ve seen over the past few years, guests are expecting more.

The Middle East, with its reputation for luxury and innovation, is reshaping this space to offer experiences that feel bespoke yet inclusive.

Imagine this: a family on holiday. Parents indulge in a private dining experience featuring local flavours crafted by a Michelin-trained chef, while their children engage in culturally enriching activities at a reimagined kids’ club. Down the hall, wellness enthusiasts enjoy thermal spa therapies and sound baths, while thrill-seekers join vibrant evening festivities that blend traditional artistry with contemporary flair.

This is the all-inclusive model of 2025: a multi-dimensional tapestry that celebrates individuality while fostering shared experiences.

The challenge for marketers? To articulate this vibrancy in a way that resonates with audiences seeking both escapism and cultural connection.

ANTICIPATING NEEDS IN THE EXPERIENCE ECONOMY

In the Middle East, hospitality is more than an industry; it’s a cultural cornerstone. Marketing in 2025 demands a level of intuition and foresight that blends the precision of AI with the artistry of storytelling. This isn’t about hyper-

THE YEAR AHEAD FOR

HOSPITALITY MARKETING

Rixos Hotels’ Ali Ozbay shares his take on personalisation with purpose – the key to accessing the future of hospitality in the all-inclusive era.

targeting; it’s about meeting guests where they are in their journey and making them feel understood – even before they’ve articulated their desires.

Take wellness travel, which continues to surge across the region. Campaigns that highlight serene yoga sessions against desert landscapes or authentic hammam rituals are less about persuasion and more about inspiration.

leveraging user-generated content to creating immersive digital experiences –will lead the pack.

REGIONAL RELEVANCE, GLOBAL RESONANCE

What sets the Middle East apart in the global hospitality arena is its duality: it’s a melting pot of international visitors while deeply rooted in its traditions.

Successful marketing in 2025 must embrace this duality. It’s about celebrating the region’s unique cultural fabric while ensuring that offerings appeal to global sensibilities.

Think of how culinary programmes can bridge this gap – showcasing everything from Emirati flavours to international gastronomy. Or how entertainment can merge traditional music with modern performances to create moments that feel both familiar and fresh. The best campaigns don’t just tell guests what to expect; they invite them to co-create these moments.

BACK TO BASICS: THE HUMAN TOUCH

Despite all the talk of AI, big data and predictive analytics, let’s not forget the essence of hospitality: People don’t reminisce about the algorithm that remembered their anniversary; they cherish the waiter who surprised them with a cake or the concierge who recommended a hidden gem in the city.

‘‘Hospitality marketing has entered the era of micromoments.’’

Similarly, for multi-generational travellers – a growing demographic –marketers need to balance the promise of togetherness with offerings that cater to individual interests. It’s a delicate dance but, when done well, it’s transformative.

FROM BROAD NARRATIVES TO PERSONAL STORIES

Hospitality marketing has entered the era of micro-moments. Gone are the days of glossy brochures and billboard slogans. Today, it’s about the stories that unfold in real time – snapshots of families sharing laughter at kids’ clubs, friends toasting to milestones by infinity pools, or wellness seekers meditating as the sun dips below the horizon.

Social media has emerged as a powerful stage for these narratives. But it’s not enough to post pretty pictures. The key lies in authenticity. Guests trust a candid reel of someone’s culinary adventure far more than a scripted advertisement. In the Middle East, where visual storytelling is integral, brands that master this art – from

The Middle East, with its rich tradition of welcoming guests, understands this better than most. Hospitality here isn’t a transaction; it’s an art. And while technology will continue to evolve, the heart of great marketing lies in this human connection – creating moments that make guests feel seen, valued and delighted.

THE ROAD AHEAD

As we look toward 2025, hospitality marketing in the Middle East will remain a blend of innovation and intuition. The future belongs to those who can harness the best of AI without losing sight of the human touch. It’s about crafting experiences that feel personal yet universal, luxurious yet accessible, and, above all, memorable.

In an age of rapid change, the mission remains the same: to delight. And if we can weave in a little regional flair and a lot of heart along the way? That’s not just marketing; that’s magic.

By Ali Ozbay, Vice President of Marketing and Communications, Rixos

THE YEAR AHEAD FOR

PUBLIC RELATIONS

Cicero & Bernay’s Ahmad Itani shares the need to go beyond metrics and automation, and calls for deeper bonds built on authenticity and purpose.

In this publication late last year, I highlighted several trends that could affect PR in the immediate future. As 2025 unfolds, many of those patterns are becoming clearer. I’m expanding on my predictions that public relations will become more defined by heightened accountability, as long-standing priorities such as sustainability and digital performance shift from aspirations to mandates.

Against that AI backdrop, agencies – for themselves and on behalf of their clients – will need to demonstrate meaningful impact and integrity to stay relevant.

ELEVATED EXPECTATIONS FOR DIGITAL PR VALUE

As digital PR budgets grow, so do client expectations. Brands will increasingly ask

for specifics about where press releases are placed, how campaigns perform and whether media relationships are delivering meaningful results. Simple coverage reports will no longer suffice – clients want insights into audience engagement, sentiment and conversions.

Agencies must invest in advanced reporting tools that provide detailed data on how their efforts influence consumer actions, especially as AI tools offer numerous automated alternatives to what we offer. Those who build strong relationships with credible media platforms and focus on quality over quantity will stand out, while mass-distribution approaches will fall out of favour.

SUSTAINABILITY AS A COMMUNICATION IMPERATIVE

Tangible sustainability will find itself even more prominent in PR messaging as brands align more tightly with government eco-agendas. With stricter regulations on simple but pervading practices like single-use plastics, brands must show actual progress, not rely on buzzwords. Greenwashing is being called out, making proof of action crucial in almost every communication. Brands that fail to substantiate their commitments risk eroding trust among eco-conscious and vocal consumers. Today’s audiences demand transparency and hold brands accountable for their promises, making credibility harder to regain once lost.

THE CONTINUED CHATBOT REVOLUTION

AI-powered chatbots now manage real-time stakeholder comms with emotional intelligence, providing 24/7 support. These bots handle queries, automate responses and address routine PR incidents, gradually replacing roles once held by traditional spokespeople. This shift may result in fewer people-led roles in routine touchpoints, requiring agencies to rethink staffing strategies and focus on high-value tasks.

As chatbots become more sophisticated, they will take on more complex interactions, proving that this technological shift isn’t speculative – it’s happening. Agencies and executives who strategically navigate this transition will adapt more effectively by identifying which roles can be automated without losing something important. Success will depend on finding the right balance.

THE AI CONTENT BACKLASH

Despite TikTok’s continued role as a search tool, traditional search engines still dominate for information discovery. As Google-type platforms deprioritise AI-generated content, audiences may become more aware of formulaic messaging created with minimal human input. While smaller agencies and budget-conscious clients will continue to overuse AI tools to save costs, this reliance signals a lack of investment in meaningful storytelling.

Impersonal, generic content risks eroding brand credibility. To stand out,

‘‘Balance technological tools with meaningful, human-led communication.’’

agencies must emphasise human-led creative processes and deliver authentic, resonant narratives. Demonstrating the ability to produce compelling, original content will become a key differentiator.

Office spaces filled with open ChatGPT tabs illustrate this ongoing push and pull. Companies that undervalue precise writing may over-rely on automation, but the quest for genuine connection is to be won through skilled, intentional storytelling – not algorithms.

REBUILDING TRUST THROUGH ETHICAL COMMUNICATION

Concerns about platform bias and content suppression will continue into 2025, driving consumers toward corners that cultivate closer communities outside the mainstream.

Audiences are seeking transparency and newer spaces where they feel heard and valued, making it essential for brands to prioritise authenticity in what they say. Platforms that focus on user-friendly, meaningful features – such as Snapchat’s niche innovations – have gained traction where larger players have fallen short.

During crises, openness and accountability are crucial for maintaining trust. Brands that admit mistakes and communicate transparently are more likely to earn loyalty than those that respond defensively or with generic statements. PR teams must develop platform-specific strategies that use honest dialogue and integrate ethical practices into every campaign.

While corporations often prioritise short-term gains and take the route of least resistance, this behaviour is being probed by consumers and stakeholders alike. Agencies that recognise this shift and reshape their messaging to address public concerns will build enduring relationships grounded in trust, relevance and a recognised duty of meaningful engagement.

This year, successful public relations will go beyond metrics and automation, requiring deeper bonds built on authenticity and purpose. Agencies that balance technological tools with meaningful, human-led communication will stand out.

As audiences grow more discerning, trust will depend on candour, clear sustainability efforts and personalised engagement – not just scalable solutions. We can be assured that this type of scrutiny is what drives the meaningful changes that strengthen society and industries like PR and beyond.

By Ahmad Itani, Founder and CEO, Cicero & Bernay

THE YEAR AHEAD FOR

DEI

Chalhoub Group’s Marilena Hadgianni reveals why it will take a staggering 131 years to close the global gender gap at the current rate – a timeline no forward-thinking business can afford to accept.

DEI – diversity, equity and inclusion – seems to be a topic of conversation everywhere right now, and for good reason. Some call it the key to creating better, more inclusive workplaces, while others argue it’s become a distraction, even blaming it for setbacks in everything from hiring to wildfires. Yes, you read that right.

Big companies such as Meta and Amazon have scaled back their DEI efforts, citing questions about effectiveness or shifting priorities. On the flip side, research keeps telling us that organisations with more diverse leadership aren’t just doing the right thing – they’re driving innovation, connecting with consumers and achieving measurable success. So, why is this topic so polarising, and what’s really at stake?

The biggest barrier to gender equity by far is paternity leave. Why, you ask? When companies focus solely on leave policies for mothers, it reinforces the outdated notion that caregiving is a woman’s responsibility. This imbalance pushes talented women to pause their careers or turn down leadership roles while men face little societal or workplace pressure to share caregiving duties. It’s not just inequitable – it’s bad for business.

Nordic countries have long recognised this issue and implemented policies to encourage fathers to take parental leave. In Sweden, parents are entitled to 480 days of parental leave between them, with 90 days reserved exclusively for each parent on a 'use it or lose it' basis. This approach has led to Swedish fathers taking about 29 per cent of the total parental leave days.

The impact is profound: women in Sweden have more freedom to focus on their careers or make decisions about family life without feeling forced to sacrifice one for the other. Timing is key – women often have children during the most critical years of their careers. With women delaying parenthood to prioritise their professional growth, could this be why birth rates are declining globally? By sharing caregiving responsibilities more equitably, we can remove some of the systemic barriers to women’s career progress while incentivising families to have more children – a win for both society and the economy.

Now let’s talk numbers. There is mounting evidence that diverse leadership teams deliver significant advantages to the bottom line. According to McKinsey’s Diversity Wins report, companies in the top quartile for gender diversity on executive teams are 25 per cent more likely to achieve above-average profitability compared with those in the bottom quartile.

Similarly, research from the Peterson Institute for International Economics found that organisations with at least

‘‘Equity isn’t just good for people – it’s also good for business.’’

30 per cent of leadership roles occupied by women could see a 15 per cent boost in net profit margins. For the fashion industry – grappling with sluggish growth, shifting consumer preferences and escalating cost pressures – these findings underscore a potent opportunity. By proactively recruiting women into executive positions and guaranteeing equitable processes throughout the talent pipeline, brands can unlock untapped innovation while bolstering their resilience.

Diversity doesn’t just make workplaces stronger – it also brings brands closer to their customers. In an increasingly globalised and interconnected world, consumer bases are more diverse than ever, and the most successful companies reflect that in their leadership. Studies have found that 62 per cent of Gen Z prefer to buy from sustainable brands with strong DEI commitments, and Deloitte reports that these younger generations actively seek workplaces that prioritise diversity and inclusion.

Diverse leadership teams are uniquely positioned to understand and connect with a broad range of audiences, ensuring that products, services and marketing campaigns resonate on a deeper level. When decision-makers bring varied perspectives to the table, brands can better anticipate consumer needs, avoid tone-deaf messaging and create products that genuinely reflect the values and preferences of their customers. In the fashion industry especially, where consumer identity and self-expression are core to the business, this ability to connect authentically with a wide audience is a critical driver of brand loyalty and success.

If we’re serious about closing the gender gap, we need to act faster. At the current pace, it will take a staggering 131 years to close the global gender gap – a timeline no forward-thinking business can afford to accept. The maths is clear: equity isn’t just good for people – it’s also good for business. The question is: will we rise to the challenge and drive the necessary change, or will we let this opportunity slip through our fingers? The choice is ours.

By Marilena Hadgianni, Director of Brand Marketing, Chalhoub Group

THE YEAR AHEAD FOR

‘CREATIVE EFFECTIVENESS’

Impact BBDO’s Ali Rez on human creativity, speed to market, humour, authenticity and why emotion must lead AI – instead of the other way around.

In a very famous Monty Python sketch, the death of a parrot is described repeatedly and redundantly in several phrases: “The parrot is no more. It has ceased to be. It is bereft of life. It is now an ex-parrot.”

Whenever I’m asked about ‘creative effectiveness’, I feel a similar sentiment: isn’t creative effectiveness the same thing? The redundancy in the phrase is often baffling – something that is truly strategically creative will almost always end up being effective with its audience. Scores of data points have now –effectively – shown that the more creative a brand campaign is, the more chances there are for it to deliver on effectiveness. Take a look at the three top brands at Cannes Lions in 2024: Coca-Cola, Heineken, and Apple. Would those be effective enough?

According to Harvard Business Review research, a euro invested in a highly creative campaign will have double the sales impact of a non-creative campaign. The global CFO of McDonald’s was up on stage recently speaking about the financial benefits of the return on creativity.

So when predicting 2025, let’s start there: the value of creativity being increasingly recognised.

CREATIVITY IS, AND WILL BE, EVERYTHING

AI is going to become a key driver, not only of brilliant executions at times, but mostly – overwhelmingly mostly – of mediocre content and the ‘same-fication’ of messaging.

In an environment that is constantly going to be affected by machinery making decisions, human creativity is going to be the key ingredient to stand apart, to connect better, to resonate with audiences in the Middle East. While AI will play its role in research, execution and delivery, it will be creativity that will be the real sought after aspect for a brand to truly deliver on its ambition of being noticed.

OPPORTUNISTIC VELOCITY

We understand the average attention span is now below 0.0005 seconds and, the way it’s going, will eventually regress into the negative.

Which means that 2025 will see a lot more very speedy messaging takeovers to gain a share of that most valuable real estate in the world: a parking spot in your audience’s brain.

This will require a streamlining of archaic, slow approval processes, which

will have to be reformed if a brand is to show up rapidly and effectively to its audience through creativity.

As the Middle East expands at an insanely rapid pace, so will brands need to speed up their get-to-market messaging.

BOWLED OVER BY BEING BOLD

Consumers respect brands that take bold risks, or take bold stands, and this will be even more prominent a measure in 2025.

Safer approaches will not have the kind of power that a message eliciting a “Woah” from your audience generates. People don’t want to live boring lives, and they certainly don’t want to hear boring messaging.

The bolder a brand can get, the more effectively noticeable it will be. The UAE is the perfect example of this: bold ambitions have translated into incredibly creative outcomes.

AUTHENTIC ENGAGEMENT

conversation is paramount. Not being true to what you sound like will be rejected overwhelmingly by consumers in the region.

EMOTION-AI-L TECHNOLOGY

This is perhaps the biggest talking point of the year, and will continue to be one, so I will return to it. With all that emphasis on AI, there will be greater attention given to the emotional quotient behind the technology – and therefore the choice to put ‘EMOTION’ in caps in the subhead and ‘ai’ in smaller letters. AI will follow emotion, not the other way round. And that’s where humans will be key.

The AI president case for Lebanon is the perfect example of how data collected from human journalists trained a machine to lead a country.

SO, AN ADPERSON AND A CLIENT WALK INTO A BAR …

Humour will continue to rise in 2025. We have already seen a remarkable turnaround where classic humour and entertainment has made tremendous gains in effectively reaching consumers. Egypt has always had a strong grip on its comedic creativity credentials, which has delivered incredibly well on effectiveness. I feel the rest of the region will catch up with that sentiment of shedding an element of seriousness and embracing more humour to drive entertainment value. Nobody can resist a good laugh.

‘‘2025 will see a lot more people picking experiences over things.’’

The ‘BS alarm meter’ is probably at its highest as we go into 2025. To drive a real conversation, brands will need to engage authentically. That means not sounding like you’re speaking from a board room full of people looking at charts.

This is especially important in a country like Saudi Arabia, where the value of an authentic, relevant

EXPERIENCES ARE ESSENTIAL

Brand experiences will become more sought after, but not just the regular kind, ones that are truly unexpected and creative; ones that get shared and ones that stay with people for a while.

It’s going to become probably the most effective way to convince a consumer about your messaging: making them feel something at a personal level. 2025 will see a lot more people picking experiences over things, and brands will need to be there to deliver.

I’m looking forward to an exciting 2025. I feel a lot of advancements in creativity will take place in the region, given the trajectory it has already been on. But most of all, the one big thing that will happen is that we will stop saying ‘creative effectiveness’. Simply saying ‘creative’ will be enough to suggest it.

By Ali Rez, Chief Creative Officer at Impact BBDO

Gaming and esports should now be a part of any brand’s marketing plan if you want to appeal to a younger audience. The days of it being the new experimental field are over, and it has been proven as the best place to engage young people. Quite simply, if you don’t already have a plan for the space, you should get one sooner rather than later.

But, just like any field, the way gamers are engaging with brands continues to evolve. What worked five years ago is

‘‘Gamers will call out brands that don’t know anything about the space.’’

becoming tired and old news, and the best way to find success, and good return on investment (ROI), is to try something new or adapt to what players are looking for.

2025 will likely see a lot of those ideas shaken up once again, as pioneering brands take risks to find something that works for them and likely unlock a few more strategies that others will want to mimic. Fortunately, some of those trends are already starting to appear, which might help you build some truly revolutionary ideas for the esports space in the coming 12 months.

2025 IS (ALMOST) ALL ABOUT CONTENT

The biggest esports events in the world, such as the Esports World Cup that combines the biggest games across a multi-week competition, bring in millions of viewers and incredible watch hours, but you can’t just apply your logo to the event and get a result.

Instead, it’s all about creating your own content in support of the event that gamers will want to engage with. No one looks at a logo for more than a second, but get them to watch a minute-long TikTok of their favourite players interacting with your brand in a fun way or a 10-minute YouTube documentary about them with some product placement, and they’ll suddenly start to appreciate your brand.

DOING IT THE RIGHT WAY

This isn’t a revolutionary idea, more of a warning. Gamers will call out brands that don’t know anything about the space they are entering and will mock you mercilessly for it. If you're entering the gaming world, bring in experts and listen

to them, otherwise your campaign could be routinely mocked for being inauthentic and destroy any chance you have of activating in the space.

ACTIVATE IN-PERSON AT MAJOR EVENTS

Despite gaming being a very virtual space, in-person activations still bring enormous value, especially when at a major esports event. There’s nothing quite like getting gamers hands-on with your brand. There are so many ways to do it in a way they appreciate, and even have

them tie into content you want to make. At the Esports World Cup 2024, Pepsi created a burger stall to not only give fans another catering option on site but also get its drinks into their hands. Aramco hosted a sim racing arena, a natural tie-in for a brands that powers Formula 1. Both were authentic ways for the brands to get involved in esports that benefited the fans attending the event.

GRASSROOTS IS A GROWING SPACE

A shift has happened in recent years in the world of esports, where grassroots and regional competitions have exploded in popularity. Whereas in years gone by these events would only bring in a fraction of the eyeballs an international event would, they are now selling out arenas. STC Play, the gaming division of the major telecom brand, hosted both grassroots and regional competitions in its own gaming hall alongside the Esports World Cup and brought in some major viewership numbers as well as more than 200,000 in-person visitors. It’s especially viable for localised campaigns in regions with local events and circuits.

INFLUENCERS WILL NOT DISAPPEAR

A lot of the biggest influencers in the world are gamers, and they continue to be incredible partners when it comes to marketing. In 2025, co-streams for esports events will likely continue to grow, with influencers adding their own takes and style to the broadcast, almost as an alternative commentary team. These streams sometimes perform comparatively with official broadcasts, so are just an effective place for brand activations.

PUSH BOUNDARIES

Gamers are always looking for the next cool thing. If your campaign ends up being that, then you will be etched in the annals of esports history forever.

By Mohammad Al Nimer, Senior Sales Director, Esports World Cup Foundation

ESPORTS MARKETING

Esports World Cup Foundation’s Mohammad Al Nimer on the effect of marketing strategies and campaigns being considered ‘cool’ by gamers.

Let’s call 2024 what it really was, an intense year for the industry when buzzwords such as artificial intelligence, automation and martech dominated our conversations and challenged the core of our business and the purpose of our craft.

This intensity was felt throughout the year leading up to December when the news of the Omnicom-IPG merger was announced – a move that signals the dawn of a new era in media.

These defining moments of the past year now serve as powerful indicators of the transformative trends shaping 2025.

THE SCALE IMPERATIVE

We're entering an era when size isn't just about market leverage – it's about survival. The proliferation of platforms and solutions has created a labyrinth of complexity that only the most resourced organisations can successfully navigate.

Major holding groups have responded by architecting ambitious technological roadmaps and data strategies, backed by significant investments in engineering talent and data partnerships.

The competitive advantage of an agency’s size in terms of trading power – which seemed to matter less in the previous era – has paved the way to something more fundamental: the ability to sustain investment in transformative tools that can decode our increasingly complex ecosystem.

GAMING, SET, GO

While gaming has long flirted with mainstream marketing, 2025 marks its decisive breakthrough. The past year saw brands move beyond casual interest to structured strategy, recognising gaming’s underutilised potential as a marketing channel.

Current advertising revenue in gaming hovers around 15 per cent, where the overall growth is at 2.1 per cent – a dramatic slowdown from the 7 per cent surge during pandemic years. This deceleration has catalysed an aggressive push by major players to forge deeper brand partnerships and pioneer innovative solutions.

‘‘Size isn’t just about market leverage – it’s about survival.’’

The stage is set for gaming to emerge from the shadows of experimental budgets to become a cornerstone of media strategy.

THE CONVERSATIONAL REVOLUTION

The evolution of brand-consumer communication has transcended

THE YEAR AHEAD FOR

MEDIA

marketing. Fast-forward to 2025, where AI-powered tools have evolved beyond simple data generation to create ‘synthetic audiences’ – sophisticated models that mirror real consumer behaviours and preferences with unprecedented accuracy. This breakthrough particularly resonates in regions grappling with limited data resources and audience research services. Through advanced machine learning and AI APIs, we can now simulate audience behaviour, predict responses and craft adaptive campaigns that eliminate traditional data biases.

The result reinforces ‘the scale imperative’ idea: precision targeting that combines intelligence with scalability, fundamentally reshaping how we understand and engage our audiences.

THE NEW TOURISM PARADIGM

The convergence of events and tourism has created a powerful new paradigm in destination marketing. Major festivals, sporting events and celebrations have evolved from mere attractions into catalysts for sustained tourism growth.

Events such as the Dubai Shopping Festival, Riyadh Season and landmark occasions like the recent Coldplay

UM MENAT’s Joe Nicolas shares the secret recipe to success: turning complexity into clarity, noise into impact and transient moments into enduring strategies.

traditional boundaries. What began as simple messaging apps has matured into sophisticated platforms where brands can listen, learn and respond with unparalleled intelligence and personalisation.

With 80 per cent of businesses already embracing some form of conversational marketing – from straightforward WhatsApp interactions to rich commerce experiences – 2025 marks a pivotal moment when not only does iOS now support the RCS messaging standard, but also AI elevates these exchanges from mere transactions to meaningful relationships.

This isn't just about automation; it's about augmenting human connection with machine intelligence, creating conversations that are not only immediate but deeply relevant and emotionally resonant.

FROM NOISE TO PRECISION

Back in 2023, Mark Ritson declared that "synthetic data is suddenly making very real ripples" and while applications like ChatGPT were still in "toy stage", he foresaw massive implications for

concerts in Abu Dhabi have set the stage for even grander moments – Saudi Arabia's Expo 2030 and the 2034 FIFA World Cup – both of which promise to reshape the tourism landscape.

These events are more than just entertainment; they're cultural currency in our social media-driven world, turning Instagrammable moments into powerful personal branding tools. The real value lies in the data they generate, enabling hyper-personalised campaigns that transform fleeting experiences into lasting brand connections, ultimately shaping the future of experiential tourism.

In this era of rapid change and heightened expectations, brands that master the art of blending intelligence with authenticity will lead the way. Success in 2025 won't just come from adapting to trends, but from turning complexity into clarity, noise into impact and transient moments into enduring strategies.

By Joe Nicolas, CEO, UM MENAT

At this time of year, many of us stop for a second and suddenly realise that our good intentions for a set of New Year’s resolutions have already fallen by the wayside as we toil in our day-to-day reality.

So, considering that, let’s look at a few principles that can have real impact in what we do in 2025. But, first, a bit of perspective.

There can be no doubt that as we move deeper into this decade, we are witnessing a shift in where great marketing ideas and innovation are born, developed and implemented. AI is no doubt going to upset the apple cart, too.

The days of Mad Men and mega-agencies are long gone – and we are no longer governed by the dominant marketing shops of New York, London et al.

Increasingly great ideas in marketing truly do start locally – amongst communities and sub-cultures – before finding their feet and making waves around the world. Technology naturally plays an essential role in that, so we need to be smart in how we harness and use the digital world.

THE POWER OF INSPIRING STORIES

In our business there can be a danger at times of rushing into the pragmatic cost implications and mandatory formats of a campaign, focusing on how it will be executed, what it will look like, how visually inspiring it will be.

For planning and leaving no stone unturned, this is, naturally, important. However, at the heart of successful campaigns sits authentic storytelling.

I work in an oratory part of the world, culturally and historically speaking, where stories are a tradition handed down verbally from generation to generation,

‘‘At the heart of successful campaigns sits authentic storytelling.’’

inspiring and resonating across age groups, fostering debate and driving people to etch meaning into rituals and locations. This is the kind of storytelling I am referring to, where the result is significant and meaningful cultural exchange.

The world loves stories, especially those with kindness, love, depth and humanity.

We forget that at our own peril –whether we use social media, outdoor advertising, print and editorial or immersive technology.

BE SMART WITH TECHNOLOGY

In my lifetime we have seen the enormous shift to a world ruled by technology and mobile devices. There are today an estimated 18 billion mobile devices in the world – 10 billion more than the world’s population. And our cultural societal tolerance towards how we use these devices is rapidly changing. So, we must be smart with how we engage with our audiences using technology.

Technology is only ever effective if we ensure we use it to tell our stories with conviction and passion. For example, in Diriyah Company we have used gaming to tell the story of our At-Turaif UNESCO World Heritage Site to an entirely new audience. At-Turaif is the birthplace of the Kingdom of Saudi Arabia and recognised as the heart of our 14 square kilometre pedestrian city of the future.

Meticulously recreating it in Fortnite allowed us to connect with a new generation, allowing gamers to travel through Diriyah and Wadi Hanifah to explore a highly accurate representation at their leisure, down to the finest details of traditional Najdi architecture and cultural artifacts. This was an enormously satisfying and rewarding marketing initiative that delivers tangible results.

THE IMMERSIVE EXPERIENCE

THE

YEAR AHEAD FOR

UNDERSTANDING HUMANITY AND SPEAKING TO IT

Diriyah Company’s Kiran Jay Haslam

Now, with the global population significantly outnumbered by devices, an easy prediction to make is that immersive experiences will continue to grow. In the travel sector this is without a doubt increasingly a game changer.

Who needs to flick through a brochure when you can be taken on a virtual journey through ski slopes, go on safari, walk white sandy beaches, experience a fantastic hotel or be onboard a plane, boat or train?

For new destinations, in particular, this is an enormously powerful marketing tool. Human nature sometimes results in nervousness or apprehension about new experiences and new places. By immersing the prospective traveler in what a new and undiscovered destination can offer, you can create proximity and comfort.

We recently transformed the digital exhibition space at the Outernet in London into a rich Diriyah experience. This brought the vibrant and friendly atmosphere of Diriyah’s unique architecture and masterplan to the heart of the bustling UK capital, offering visitors an authentic feel of Diriyah culture in a uniquely innovative setting.

ALWAYS KEEP IT REAL

As the travel sector continues to soar, travellers are increasingly looking for destinations that embrace both sustainability and authenticity. It’s easy to

shares his hope – as much as his prediction – for 2025, calling for marketers to

remember that storytelling is a human superpower.

gravitate towards places, people and even brands that are true to their values and have principles that can be felt as a ‘force for good’. Communities flourish in and around such places, people and brands.

Marketing strategies and activations that are complementary will, often, work in and around these communities. Real people from a particular destination telling their own unscripted and unique stories using videos and capturing their passion is a great example of this.

As we settle into 2025, my hope, as much as an actual prediction, is that as marketers we stay true to ourselves and never forget that storytelling is our human superpower. If we can try to keep in mind that by making even the smallest nuanced touches with the objective of being a force for good, in everything we do, we will indeed make this world a better place and improve our standing as marketers at the same time. Happy New Year.

By Kiran Jay Haslam, CMO, Diriyah Company

LAST CHANCE TO BOOK YOUR TICKETS

Get ready for insightful discussions and great networking opportunities as leaders across brands and agencies gather under one roof to set the scene for the marketing and creative advertising landscape for the months ahead.

DATE: February 7, 2025

TIME: 8:00 AM

VENUE: Grand Plaza Mövenpick, Media City

As we reach the midpoint of the ‘Raging 20s’, this decade is marked by intensity – whether in emotions, conflicts, or global challenges. Our agency’s Word of the Year, ‘Rage’, reflects the widespread sentiment shaping societal debates and individual mindsets.

Polarisation has become a defining trait, influencing politics, consumer behaviour, public health debates, and social dynamics. Amid this division, brands have a unique opportunity to lead by fostering dialogue and promoting civility.

CONNECTING DURING CRISES: THE RISE OF CONSUMER-DRIVEN ACTIVISM

In today’s era of overlapping crises, the role of corporate communicators has transformed significantly. Managing one crisis at a time is no longer feasible; brands now face multiple, complex challenges across diverse markets. Events such as the Russia-Ukraine war and the Gaza conflict highlight the concept of a permacrisis – ongoing global upheaval. Ignoring these issues is not an option, as 75 per cent of Saudi consumers report boycotting products linked to political issues, reflecting strong consumer-driven activism.

To thrive, brands must shift from reactive crisis management to proactive, purpose-driven strategies. HAVAS Red’s five Ps – platform, process, position, perspective and plan – offer a framework for authentic initiatives. Silence is no longer viable in a region where consumers demand visible, actionable change. Brands must acknowledge concerns and implement internal adjustments that reflect their values, fostering trust and accountability.

THE YEAR AHEAD FOR

KEEPING IT REAL

Havas Red’s Dana Tahir shares the risks and opportunities that polarisation, emotional disconnect and societal upheaval offer brands moving deeper into the ‘Raging 20s’.

consumers. Success lies in purposeful, strategic action.

CONNECTING THROUGH BELONGING: THE POWER OF HYPER-PERSONALISED COMMUNITIES

The power of niche communities is reshaping brand engagement. As traditional media shrinks and mainstream platforms overflow, audiences seek hyper-personalised spaces for curated, authentic content. These online communities – such as newsletters and podcasts – offer exactly that. Brands are moving away from mainstream noise to foster belonging in focused spaces. Success lies in understanding audiences, finding their communities and creating relevant, resonant content. Generic messaging doesn’t work here; relevance and thoughtful audience segmentation are crucial.

Virgin Mobile UAE’s Made For You campaign tailored content to audience needs, while Spotify’s Fresh Finds Saudi nurtures regional talent and connects authentically with music lovers. Brands prioritising relevance and authenticity thrive by becoming part of the conversation, not just being seen.

CONNECTING THROUGH EMOTION: THE ROLE OF AUTHENTIC STORYTELLING

‘‘Brands that succeed will act with purpose, empathy and conviction.’’

Partner selection is equally vital. Thoughtful collaborations ensure value alignment and strengthen credibility. Communicators play a key role in guiding brands to remain transparent, responsive and aligned with empowered, discerning

As the world grows increasingly inundated with AI and tech-driven solutions, a countertrend is emerging: the demand for authentic, humancentred, emotionally rich storytelling. People are quick to tune out generic, machine-generated noise, seeking instead narratives that offer genuine connection and purpose.

Now is the time to put human emotion back at the heart of communications – not just the sentimental kind, but the kind that fuels desire for products and services with a tangible human touch. This is not a fleeting trend but a long-term shift. Brands that foster emotional connections today will enjoy lasting loyalty into the 2030s. A striking example is adidas’ Adizero Desert Runner collection, launched alongside the UAE’s first anamorphic art piece – a breathtaking 100-meter tribute to the modern runner’s spirit.

Created by American artist David Popa in Sharjah’s Al Madam area, the piece celebrates the desert’s infinite potential and proves human creativity still outshines AI’s tricks. Many mistook it for algorithmic art, but its human craftsmanship is precisely what made it unforgettable. In a world craving authenticity, these emotionally charged experiences leave the deepest impact.

CONNECTING THROUGH SOUND: MUSIC AS A CATALYST FOR BRAND IDENTITY

In an era dominated by visual content, sound is emerging as a powerful tool for brands seeking deeper connections with their audiences. Sonic marketing is no longer a fleeting trend – it’s an essential strategy redefining engagement.

Innovative brands are using sound to rise above visual clutter, crafting sonic identities that resonate emotionally and leave lasting impressions. From mnemonics and brand anthems to trending social sounds and bespoke sonic content libraries, sound is rewriting the rules of engagement, unlocking creativity and amplifying brand narratives.

A powerful example is Pampers’ Lullabies for Preemie Babies & Parents, a heartfelt reimagining of nursery rhymes tailored to the journey of premature babies. Available as a book and streaming on platforms such as Spotify and Anghami, it offers comfort while reinforcing the brand’s ethos.

As we move into 2025, sound’s role in brand marketing will expand further, driving awareness, virality and engagement in ways visuals cannot. Influencer-led music activations and immersive soundscapes will redefine how brands connect, proving that the future of marketing doesn’t just look good – it sounds even better. As we move deeper into the ‘Raging 20s’, the challenges of polarisation, emotional disconnect and societal upheaval present both risks and opportunities for brands. Those willing to step up will not only remain relevant but also lead the way in reshaping how we connect and engage. In this era of change, the brands that succeed won’t just listen – they’ll act with purpose, empathy and conviction.

By Dana Tahir, Managing Director, Havas Red Middle East

Let's be honest, the marketing world feels a bit like a whirlwind these days, doesn't it? Especially in MENA, where rapid digital transformation, evolving consumer behaviour and a growing e-commerce landscape are creating a constantly shifting marketing environment. As we step into 2025, AI will be the key to unlocking a new era of personalised marketing in the MENA region, enabling marketers to provide better and more relevant experiences for consumers.

However, this new era of personalisation must be built on a foundation of trust. Customers are increasingly aware of their data privacy, and this is particularly evident in MENA where PwC's 2024 Voice of the Consumer report found that 85 per cent of MENA consumers prioritise protecting customer data as a crucial factor for earning trust – even higher than the global average of 83 per cent. This highlights the urgent need for brands to handle personal information responsibly and ethically.

FROM BUZZWORDS TO BRAINPOWER

In 2025, it's time to move beyond the buzzwords as AI truly comes of age. We'll see AI not as a replacement for human marketers, but as a powerful ally, a new class of ‘Chief Simplifying Officers’ if you will. Expect to see sophisticated AI agents capable of analysing data, connecting the dots between seemingly disparate systems and revealing valuable new customer insights.

And, in a region as wonderfully diverse as MENA, understanding those nuances will be everything. 2025 will see AI that not only understands individual preferences, but also the subtle cultural nuances that shape them. Imagine Ramadan promotions tailored to a customer’s local customs and traditions. This is the power of hyper-personalisation, where human understanding and AI work together, a trend accelerated by tools like Google's Vertex AI.

This sophisticated understanding, powered by AI, will naturally lead to a rethink of how we measure success.

THE MEASUREMENT RENAISSANCE

The days of relying on last-click attribution are numbered. In 2025, we'll see a decisive shift, especially in a region where the customer journey is as diverse as the landscapes. MENA consumers are engaging with brands across multiple touchpoints, and this is where the marketing mix model (MMM) will be crucial,

THE YEAR AHEAD FOR

aided by the power of AI.

Open-source solutions like Google's Meridian are poised to make this tool accessible to more than just the biggest players,

‘‘We'll see a shift towards quality over quantity, and relevance over reach.’’

empowering marketers to understand the true impact of their efforts across channels.

In 2025, expect to see marketers identify which campaigns – be it a captivating TV spot or a targeted social media push – are truly driving results. But measurement is only one part of the equation. Knowing where to allocate resources will be crucial, and that's where AI-powered campaign optimisation will become indispensable.

For instance, Google's Performance Max campaigns are set to leverage the power of machine learning to dynamically allocate budgets across various channels – from Search and Display to Video and Discovery –based on real-time performance data.

Marketers will increasingly rely on technology like this to automatically maximise results, creating a powerful synergy between MMM's holistic insights and PMax's dynamic optimisation. With AI's help, every dollar is strategically invested.

But what is the point of technology if we do not know how to use it? 2025 will be the year for a human connection.

MINDFUL MARKETING

In a region that cherishes genuine human connection, "mindful marketing" will become a necessity in 2025. Expect to see customers seeking authentic interactions that respect their time and well-being; it's where MENA brands can truly shine.

We'll see a shift towards quality over quantity, and relevance over reach. By tapping into first-party, consented data – and using AI to analyse it with sensitivity and respect –brands will build a deep understanding of what their customers truly need.

This will allow them to move beyond one-size-fits-all campaigns and deliver relevant experiences that feel genuine. That kind of connection builds brand loyalty that lasts far beyond any fleeting trend. Bringing us to the most important element: trust.

TRUST AS CURRENCY

As MENA rapidly transforms into a digital powerhouse, safeguarding people's consented data is critical. This is true considering the rise of consumer expectations around privacy, along with regulators worldwide.

In the MENA region, where relationships are built on mutual respect, privacy will no longer be a nice-to-have in 2025; it will be the bedrock of trust. Therefore, brands will need to build a foundation of trust that will be the cornerstone of lasting relationships. Solutions from companies like Google are paving the way for this.

Last year, Google launched its first advertising tool using trusted execution environments, Confidential Matching. Confidential computing protects sensitive data and workloads, not only when stored or in transit but also when processed and used in the cloud.

THRIVING IN 2025

Brands that embrace the human-AI partnership, that prioritise mindful marketing and champion data privacy will be the ones that thrive in 2025, forging authentic connections, building lasting loyalty and shaping the future of marketing.

By Najeeb Jarrar, Regional Marketing Director – Middle East and North Africa, Google

PRIVACY AND PERSONALISATION

Google’s Najeeb Jarrar says that brands that prioritise mindful marketing and champion data privacy will be the ones that thrive in 2025.

THE YEAR AHEAD FOR

STARTUP INNOVATION

Turbostart MEA’s Ravi Rao shares how marketers can remain competitive as startups in AI, fintech, sustainability and first-party data continue to reshape industries.

The Middle East’s startup ecosystem is experiencing unprecedented growth, driven by a surge in venture capital, government-backed initiatives and technological advancements. As Saudi Arabia and the UAE position themselves as global innovation hubs, the ripple effect on brand building and marketing strategies is profound.

The rapid adoption of artificial intelligence (AI), fintech solutions, sustainability-focused startups and first-party data strategies is redefining how businesses connect with consumers.

Several startups in the region and worldwide can help you do better for your organisation. Make use of them.

AI AND PERSONALISATION: THE NEW MARKETING POWERHOUSE

Artificial intelligence is no longer just a futuristic concept but a transformative tool shaping marketing strategies. Startups leveraging AI for data-driven decision-making, predictive analytics and customer engagement are attracting significant investment. Brands that embrace AI-powered personalisation can offer hyper-relevant experiences, ensuring deeper customer connections and higher conversion rates.

Majid Al Futtaim’s launch of Precision Media, an AI-driven retail media platform, exemplifies how first-party data is being harnessed to optimise advertising spend and enhance consumer engagement in real-time.

FINTECH’S ROLE IN ENHANCING CUSTOMER EXPERIENCE

The fintech revolution is reshaping the way consumers transact, offering seamless and convenient payment solutions. Startups such as Tabby and Tamara have pioneered buy now, pay

‘‘The intersection of innovation and marketing is no longer optional.’’

later (BNPL) models, allowing brands to expand their customer base by providing flexible payment options.

These fintech integrations empower marketers to implement smarter, data-driven loyalty programmes and targeted promotions, increasing retention and purchase frequency.

SUSTAINABILITY AND THE GREEN ECONOMY: A MARKETING DIFFERENTIATOR

The growing emphasis on sustainability in Saudi Arabia and the UAE presents new opportunities

for brands to align with eco-conscious consumer values. With governments pushing net-zero carbon initiatives, startups in green technology and sustainable retail are attracting attention. Landmark Group’s investment in textile recycling showcases how large brands can partner with sustainability-focused startups to enhance their corporate social responsibility efforts while appealing to a new generation of environmentally aware consumers.

POWER OF FIRST-PARTY DATA IN A COOKIELESS WORLD

As third-party cookies phase out, first-party data has become an invaluable asset for marketers. With consumers demanding greater data privacy and regulators tightening compliance laws, businesses that build direct relationships with their audience will have a competitive advantage.

Brands can leverage loyalty programs, CRM systems and AI-powered analytics to extract actionable insights. Noon, Namshi and Careem are already capitalising on first-party data to refine their targeted marketing strategies and enhance customer experiences. Landmark and Al Shaya have now joined in to streamline and capitalise on this, while also monetising firstparty data resulting in a new revenue stream.

WOMEN-LED STARTUPS: A NEW WAVE OF INNOVATION

The Middle East is witnessing a rise in women-led startups, particularly in fintech, edtech and healthtech. These businesses

are not only breaking barriers but also driving fresh perspectives in marketing and product innovation.

Initiatives such as Google’s Startups Growth Academy: Women in AI programme highlight the importance of investing in diverse leadership and innovation. For brands, collaborating with women-led startups presents an opportunity to enhance inclusivity, tap into emerging markets and drive engagement with a broader audience.

FUTURE OF BRAND AND MARKETING IN THE MIDDLE EAST

As startups in AI, fintech, sustainability and first-party data continue to reshape industries, brands and marketers must evolve their strategies to remain competitive. The intersection of innovation and marketing is no longer optional but a necessity for sustained growth.

For marketing and advertising professionals, the challenge is clear: embrace emerging technologies, invest in data-driven strategies and align with the region’s innovation ecosystem to craft more impactful brand experiences. Those who fail to adapt risk being left behind in a rapidly transforming landscape.

Decades ago, the maxim was ‘be a specialist’ as no generalist can survive anymore in the era of digital. Now, the focus is on learning as many things as you can so you are well-rounded. Multi-disciplinary skills are best suited in marketing and advertising agencies. Two things are sure to happen.

• Most companies in 2025 will cut talent between 7 and 10 per cent thanks to efficient operations by deploying AI. Take the lead and upskill yourself and your team.

• AI is saving time, money and future.

Learn AI. A good marketeer or a good agency person can be a better professional if you understand, adopt and implement AI in your daily work – from mundane operations that are repetitive by nature, to content and media.

By Ravi Rao, Founding Partner & CEO, Turbostart Middle East and Africa

THE YEAR AHEAD FOR

GENERATIONAL SHIFTS IN MARKETING

OMD UAE’s Saleh Agha shares why advertisers must think like cultural anthropologists to win the trust and loyalty of generations that will shape our media future.

As we welcome 2025, it’s clear the media and advertising landscape in the Middle East continues to evolve.

The patterns that began to emerge in 2024 – heightened consumer scepticism, an insistence on purpose and authenticity, and the mingling of physical and digital experiences – are now racing forward at full speed. For brands and media strategists, predicting the near future means understanding how three distinct generations – millennials, Gen Z and Gen Alpha – are reshaping the conversation and affecting how brands run their businesses.

Each generation has its own motivations, content preferences and platforms of choice, creating an environment where traditional formats and cutting-edge innovations co-exist. Amid this hybrid media reality, advertisers who remain flexible, culturally attuned and ready to engage their audiences on their own terms will find lasting success.

FIND ALIGNMENT WITH THE DIGITAL STORYTELLERS

Millennials have long passed the era of simply chasing the latest trends. Now in their prime earning years and focusing on family life, they’ve honed a keen sense of what matters most – and what’s just marketing fluff.

While they still enjoy settling in for a big sporting event on TV, especially a high-stakes regional football match that brings friends and family together, their content consumption extends far beyond the living room setup.

They’ll switch effortlessly between linear television, connected TV, and on-demand platforms that deliver regionally inspired content. For millennials, it’s about finding brands that show up in relevant, meaningful contexts – adding value rather than simply adding volume.

INSPIRE THE VISUAL COMMUNICATORS

Gen Z has inherited a digital world but isn’t jaded by it. Instead, they seek out authenticity, community and cultural relevance. Sure, they’ll tune into traditional broadcast events – key music award shows,

high-profile sports tournaments – because these moments create shared cultural touchpoints.

Digital-first and fast-paced, this generation gravitates toward platforms that deliver quick, snackable content and real-time updates, perfectly suited to their busy, always-connected lives. They’re redefining how media is consumed, prioritising short-form videos, bite-sized news, and easily digestible updates that fit seamlessly into their day.

They’re also leading the charge in the rise of audio streaming platforms and podcasts, embracing on-the-go listening as a primary mode of consumption. Their celebrities and idols are not the typical red-carpet ones – theirs are on YouTube, TikTok and Twitch.

They want brands to show up as collaborators, not loudspeakers – offering content that genuinely reflects their interests and helps fuel their ever-evolving cultural dialogues.

'EDUTAIN' THE TECH-SAVVY INNOVATORS

Gen Alpha, the youngest cohort on the scene, is growing up in a world where screens and smart devices aren’t just part of the media environment; they’re part of the furniture. Their formative experiences with content are immersive, interactive and designed to stimulate curiosity.

Parents might still trust linear kids’ TV shows – but Gen Alpha also engages with family-friendly streaming channels loaded with language-learning series, interactive science experiments and storytelling that sparks the imagination.

In 2025, these young viewers will increasingly consume augmented reality (AR) and voice-activated stories through smart speakers. By blurring boundaries between learning and play, brands can gently fold themselves into Gen Alpha’s world, forging positive early associations. But what’s next for Gen Alpha, only time will tell. Gone are the days of pitting old against new. In 2025, the media ecosystem is all about hybridity, cultural relevance and genuine connections across multiple platforms.

‘‘Brands must show consistent respect for their viewers’ time.’’

Millennials, Gen Z, and Gen Alpha all consume content on their own terms, blending linear TV habits with streaming behaviours, diving into podcasts head first, experimenting with mobile gaming and AR-driven experiences, and seeking out narratives that reflect their values, passions and identities.

To thrive, advertisers must think like cultural anthropologists – paying attention to what these generations care about, meeting them in the spaces they already inhabit and crafting stories that feel like a natural part of the conversation.

Sports, gaming, food, music, wellness, education – these are the touchpoints that can link brands to audiences’ daily lives. By partnering with local creators, tailoring content to platform-specific nuances, and showing consistent respect for their viewers’ time, interests and intelligence, brands can win the trust and loyalty that will carry them well beyond 2025.

This is the blueprint for success: hybrid, flexible, genuine and always evolving – just like the generations that will shape our media future.

By Saleh Agha, Managing Director, OMD UAE

THE YEAR AHEAD FOR

MARKETING INNOVATION

Arabian Automobiles Company’s Nizar Maleab discusses the AI edge in 2025 with a specific focus on predictions, personalisation and performance.

Marketing is undergoing a profound transformation. The rapid evolution of technology, particularly artificial intelligence is fundamentally redefining the nature of engagement itself. In this era of hyper-personalisation and predictive analytics, the mantra for success is clear: predict, personalise and perform.

RISE OF PERSONALISATION AND PREDICTION

Gone are the days of one-size-fits-all marketing. With AI steering the way, brands now have the capability to shift from reactive strategies to proactive engagement, anticipating consumer needs and behaviours. This empowers companies to fine-tune product launches and adjust offers as and when.

One of AI’s most powerful applications is real-time sentiment analysis from social media. Instead of broadcasting static ads and waiting for feedback, brands can now engage in an ongoing dialogue with their audiences. When engagement dips, they can immediately adjust their content, creating deeper consumer interest and loyalty.

In its early phase, AI adoption has revealed predictive analytics as a game-changer, similar to the rise of e-commerce. By tailoring campaigns to specific markets while maintaining a global perspective, businesses can deliver messaging that resonate. The future belongs to those who prioritise prediction and personalisation.

DECONSTRUCTING SUCCESS

Reverse engineering successful campaigns is not a novel concept, but AI is taking this practice to unprecedented heights. Advanced analytics can dissect past successes, identifying key components such as messaging, visuals, timing and distribution channels. These insights can then be seamlessly integrated into future campaigns, empowering marketers to navigate shifting consumer trends with confidence.

In a world where sustainability is increasingly vital, AI can help brands pinpoint language, tone and imagery for eco-conscious consumers. By crafting relevant, personalised campaigns, companies can develop replicable blueprints for success, agilely eliminating much of the guesswork that once characterised marketing strategies.

VIRTUAL TESTBEDS

While historical analysis informs future endeavours, digital twins offer a revolutionary way to visualise potential outcomes. These virtual replicas of customer segments or entire

‘‘The future belongs to those who prioritise prediction and personalisation.’’

markets can simulate how products and services will perform before they hit the shelves and bridge the gap between assumption and evidence, enabling informed adjustments during development.

Predictive insights are invaluable, but the ability to test concepts through digital twins provides a level of certainty unmatched by traditional methods. For instance, automotive companies can create virtual representations of prospective buyers to evaluate how different features – such as custom interiors or smart connectivity – affect purchasing decisions. They can simulate entire customer journeys, refining touchpoints to enhance engagement and convenience.

In rapidly changing industries, such as electric vehicles and autonomous driving, virtual testbeds support experimentation, reducing costs and risks associated with traditional market testing while accelerating time-to-market with more impactful strategies.

THE NEXT FRONTIER IN ENGAGEMENT

Voice commerce is emerging as a significant player in the marketing arena, with tech giants like Apple willing to absorb hefty fines to leverage its potential. No longer confined to hands-free navigation, voice commands now empower consumers to book test drives or customise vehicles through in-car assistants. This enhances convenience and personalisation, giving consumers greater control over their experiences.

The value of voice data rivals that of Google search terms, guiding marketing strategies and shaping technological responses. Brands can send timely service reminders, suggest upgrades and tailor promotions to individual preferences, setting a new standard for intuitive engagement.

ALGORITHMIC REVOLUTION

While the conversation around AI often centres on its transformative potential, the true revolution lies in its algorithmic capabilities. A prime example is Bayer Australia's innovative use of Google trends data combined with climate and weather information to create a forecasting model using Google Cloud's machine learning. This model accurately predicted a 50 per cent surge in flu cases nationwide, showcasing AI's remarkable predictive power.

The innovators poised to lead will master personalised, human-centred experiences. Forward-thinking marketers treat campaigns as living experiments, refined through real-time AI insights. By leveraging testbeds for iteration, digital data can create profound real-world impacts.

As we move beyond static marketing approaches to adaptive strategies, brands that embrace this evolution will set the pace for a more competitive future, which is as thrilling as it is transformative.

EXPONENTIAL EASE OF CONTENT CREATION

The boundaries of creativity are being pushed further every day. At the same time, quantum computing is emerging as a transformative force, shattering previous limits of processing power. This leap enables AI systems to achieve levels of complexity and intelligence previously thought unattainable. The synergy between these advanced AI capabilities and powerful computing resources renders the potential for innovative content creation infinite. Yet, with this limitless potential comes a pivotal question: In a world where content can be generated at the speed of thought, how do we discern authenticity from fabrication? We must consider whether this infinite potential marks a renaissance of creativity or signals the dawn of an era where authenticity is perpetually in question.

By Nizar Maleab, Marketing Director, Arabian Automobiles Company

THE

YEAR AHEAD FOR

CREATIVITY AND TECHNOLOGY

Horizon FCB’S Reham Mufleh calls for leaders to remain agile, open to new ideas and committed to blending creativity with cutting-edge technology.

As we progress into 2025, I look back at our industry in the early 20’s and it feels like a million light years away.

At the same time, I feel so fortunate and fascinated that my generation of advertising professionals have had the privilege of witnessing first-hand this huge transformation of our industry and how advertising as we knew it doesn’t exist anymore.

I also feel lucky that our industry allows us to experience so much and never stop learning and evolving in a very fast-paced way. Every day brings a new tool or method, pushing us to stay curious and be adaptive. It keeps our creative spirits alive. Never a dull moment.

It is safe to say that technology has become the most dominant topic in our lives nowadays. It’s shaping our interactions, making us more interconnected, streamlining our daily tasks and providing us with convenience we have never imagined before.

And in our industry, it is not any different. It is shaping our creativity, driving engagement with consumers and maximising efficiency and productivity. And we are only scratching the surface here.

This is not only going to continue but also will grow rapidly. With smartphones getting smarter, social media platforms becoming more engaging and with artificial intelligence becoming more sophisticated and accessible, transforming ideas into reality will be

‘‘The world of human creativity will be augmented, not replaced.’’

easier and advertising will transform into a highly personalised and interactive experience.

We’ve seen glimpses of this through hyper-targeted ads that seem to read our minds and know our preferences instantly, yet there’s still plenty of potential for more intuitive ways to connect with audiences. In an era of information overload, one-size-fits-all advertising is no longer viable and hyper-personalisation will define successful campaigns.

Advertisers and marketers will leverage technology even more to analyse user data more effectively, allowing for highly targeted and tailored campaigns. This will enable brands to engage with consumers directly, anticipate consumer needs and deliver timely, contextually relevant content. Even more evidently in our market, where consumer expectations are high, this approach will be critical.

The use of technology has become indispensable and embracing it as professionals has become essential, given that it has become the ‘new creativity’ in

a way. While this might sound scary to a few, it is definitely exciting to others. It is undeniable that this will make some jobs irrelevant and eventually redundant.

However, it will also produce a new pool of jobs and will create a new set of skills that we never expected we could ever have before. It is a game-changer. The world of human creativity will be augmented, not replaced.

On the other hand, while technology has become the ‘new creativity’, content creators will become the ‘new creatives’. With social media platforms becoming more powerful tools for brands to foster interactive, two-way conversations, content creators that are dominating this world will have a bigger and more influential role.

As authentic voices and storytellers, content creators will leverage their influence and creativity to produce engaging, shareable content that resonates with specific audiences. Their ability to adapt quickly to trends and understand audience sentiments will make them invaluable partners for brands looking to enhance their authenticity and visibility.

This doesn’t imply that content creators will replace the creative professionals who possess a deep understanding of the market and hold profound knowledge of the brand, as well as mastering artistic skills that elevate content quality and efficiency, and connect with consumers strategically. Rather, it will be like two different and unique sets of skills that melt into one pot to produce innovative, engaging and impactful work like never before.

In 2025, the evolution of technology in advertising from the early 20’s to today is a testament to our resilience and creativity as professionals. It also illustrates our ability to quickly adapt in the face of new platforms and shifting consumer behaviours, proving that reinvention is at the heart of this industry. While embracing the future is neither an option nor a luxury, our role as leaders will evolve into facilitators of innovation, encouraging collaboration between different talents and technologists alike.

The key lies in remaining agile, open to new ideas and committed to blending creativity with cutting-edge technology.

This can actually lead to groundbreaking campaigns, change the dynamics of advertising and revolutionise creativity. The opportunities ahead are truly boundless.

By Reham Nader Mufleh, Managing Director, Horizon FCB

THE YEAR AHEAD FOR

PRINT ADVERTISING

Khaleej Times’ Charles Yardley talks about navigating change in the digital age.

I’ ve had the privilege of observing first-hand how print media is evolving in today’s ever-changing landscape. While it may seem premature to predict the future of print media, given my arrival in September 2024, one thing is clear: there’s still a strong demand for printed newspapers and magazines across the country. At Khaleej Times, we’ve experienced growth in both our newspaper business and supplement revenues over the past year, which highlights the continued relevance of print media in the region.

The story, however, is more complex when viewed through a global lens and, given my recent move from being the CEO of Evening Standard, London. The marketplace in the UAE operates and behaves very differently, from content creation to selling and media buying.

The print media industry continues to face ongoing challenges. Naturally online news platforms, social media and digital magazines continue to disrupt traditional models, forcing print publishers to rethink their strategies. Yet, amidst this disruption, there are opportunities for innovation and reinvention, and this will form part of our strategy over the coming months.

GLOBAL CHALLENGES AND SHIFTING REVENUE STREAMS

Revenue models, too, are changing. From dependency on print subscriptions and advertising, the industry is now looking at a mix of digital subscriptions, online ads and branded content to remain profitable. Khaleej Times’s experience in successfully diversifying its audience and expanding its reach is evidence that print media can still thrive – provided it adapts to the digital shift and builds out across the multimedia offering we have in the market.

A key element of this shift is the growth of digital revenues for newspapers and magazines. Nonetheless, despite the rapid expansion of online platforms, print continues to hold value, particularly in regions where there is a strong attachment to physical news sources.

PRINT MAGAZINES: TRADITION VERSUS TRANSFORMATION

Print magazines are also navigating a unique transformation. As technological advancements reshape the content creation process, and as environmental concerns continue to grow, the future of print magazines depends on striking a delicate balance between retaining the tactile charm of print and adapting to the digital age. There’s no doubt that digital media consumption is on the rise, but print still has its unique appeal – something that digital platforms can’t replicate – and our supplement and weekly magazine's success back this notion.

SUSTAINABILITY AND THE FUTURE OF PRINT MEDIA

Sustainability has become a central concern for the print media industry, as environmental issues increasingly influence consumer behaviour. With rising awareness of paper waste and the carbon footprint associated with print publications, the industry faces pressure to reduce its environmental impact. Some publishers are responding by adopting sustainable practices, such as using recycled paper, while also exploring digital alternatives.

While these efforts are commendable, there’s also a larger question at play: how can print media remain relevant in a world where environmental sustainability is becoming an essential part of the consumer decision-making process? The answer lies in continued innovation and adaptability. Whether through producing more eco-friendly materials or finding ways to merge print and digital without sacrificing environmental responsibility, print magazines and newspapers must evolve with the times.

CONSUMER ENGAGEMENT: A SHIFT TOWARD PERSONALISATION

Consumer behaviour is another crucial factor shaping the future of print media. In today’s digital-first world, audiences are increasingly looking for personalised, interactive experiences. Publishers that can adapt to these expectations stand the best chance of thriving.

For print magazines, this means understanding the growing demand for

‘‘Creating a seamless experience that merges print and digital will be key.’’

niche content. Specialised magazines that cater to specific interests – whether lifestyle, fashion or technology – are finding success by building loyal communities around their publications. These niche markets provide an opportunity for deeper engagement, allowing readers to connect more intimately with content that speaks directly to their passions and lifestyle. At the same time, print media must integrate digital platforms to cater to the interactive preferences of younger generations. Whether through apps, online discussions or social media engagements, creating a seamless experience that merges print and digital will be key to maintaining relevance in the future.

ROLE OF PRINT IN BUILDING TRUST AND COMMUNITY

Despite the growing dominance of digital media, print still holds a unique place in fostering trust and community. There’s something about the tactile experience of flipping through the pages of a magazine or newspaper that digital formats can’t replicate. Print media provides a level of permanence and credibility that many readers still associate with reliable news and information. This sense of trust is a powerful asset that print publications must continue to leverage.

Furthermore, print magazines that focus on niche markets are particularly adept at building communities. By serving specific audiences with tailored content, these publications create loyal, engaged readers who value the magazine as a trusted source of information.

EMBRACING THE HYBRID FUTURE OF PRINT MEDIA

As we move into the new year, print media finds itself at a crossroads. On the one hand, the industry must confront the challenges posed by digital disruption and changing consumer behaviours. On the other hand, print remains a powerful medium – especially when combined with digital innovations and other platforms. The future of print media lies in its ability to adapt and thrive in this hybrid world, blending the best of both print and digital to offer readers unique, engaging experiences. For Khaleej Times and other print media outlets in the GCC, the key to success will be innovation – whether it’s creating more dynamic content, embracing new revenue models or adopting sustainable practices. The year ahead holds many uncertainties, but by embracing change and staying connected with readers, print media can continue to hold its ground in an increasingly digital world.

By Charles Yardley, Chief Executive Officer, Khaleej Times

Radio has long been a trusted companion for residents of the UAE, especially during daily commutes. Whether it’s the latest traffic updates, a favorite morning show, or even regional news, radio remains deeply embedded in the rhythm of life here. However, as we approach 2025, it’s important to ask: how can radio maintain its relevance in an era of unprecedented change?

The answer lies in both recognising its enduring strengths and addressing the challenges that threaten its traditional dominance.

EVOLVING ROLE OF RADIO IN THE UAE

Growing up in Dubai, radio was an integral part of my daily life. I vividly remember listening to the radio on my way to school and back, tuning in to morning shows that felt like they were speaking directly to me. On days when we couldn’t catch a cricket match on TV because we were at school, the radio commentary became our lifeline. It was how we stayed connected to the world beyond the classroom and felt the excitement of the game in real time.

One of the most compelling value propositions of radio is its deeply local nature. It connects you to the pulse of a place, providing real-time updates, culturally relevant content and a sense of belonging. This is particularly vital in a unique and fast-evolving place like the

THE YEAR AHEAD FOR

‘‘Radio remains a medium with unmatched immediacy and intimacy.’’

resonates with their target audiences. Differentiation is critical, as competition among stations intensifies. Advertisers, too, are seeking media platforms that offer cost-effectiveness without compromising impact. Radio remains a strong contender in this regard.

Radio has the potential to create communityfocused programming that engages listeners beyond passive consumption. By emphasising local issues, hosting interactive segments and embracing listener-generated content, stations can reinforce their role as an integral part of UAE life. Radio stations can also become more tangible by engaging with their communities through events, competitions and social media, while building celebrity status for their radio presenters. This personal connection fosters deeper loyalty and makes radio feel alive and interactive.

CHALLENGES FACING THE INDUSTRY

While opportunities abound, radio faces

RADIO ADVERTISING

InsuranceMarket.ae’s Avinash Babur shares his thoughts on a space where stories are shared, connections are forged and brands find their voice.

UAE, where the blend of expatriates and locals creates a dynamic audience that craves both global perspectives and local touchpoints.

The UAE’s media landscape is unique. With a continuously growing population of expatriates, radio serves as an important touchpoint for new residents, offering a sense of familiarity and local connection. This makes radio an invaluable medium for bridging diverse audiences. However, connected cars and the proliferation of online streaming platforms including podcasts are reshaping listener preferences.

More vehicles on UAE roads are becoming ‘smarter’, equipped with built-in connectivity and access to endless streaming options. This poses a significant challenge to traditional FM radio. Yet, despite these trends, radio’s ability to deliver real-time, hyper-local content sets it apart from its digital competitors. The challenge for 2025 will be doubling down on this unique strength while steering clear of distractions from trying to emulate digital platforms.

OPPORTUNITIES FOR RADIO IN 2025

The key to radio’s sustained success lies in its laser-focused approach to content and community connection. Stations must focus on delivering compelling, high-quality content that

undeniable headwinds. One of the most significant is the diversification of media consumption habits. Streaming platforms not only offer an abundance of content but also provide ad-free experiences that appeal to many consumers. To compete, radio must find ways to offer added value that cannot be easily replicated by digital competitors. This includes focusing on live event coverage, exclusive interviews and deeply local content that makes radio indispensable.

The cost of advertising is another pressing concern. As more businesses allocate budgets to digital marketing – with its promise of measurable ROI – radio must work harder to prove its value proposition. This requires not only maintaining competitive pricing but also offering advertisers clear insights into listener demographics, behaviours and campaign performance.

WHAT ADVERTISERS SHOULD EXPECT

For advertisers, radio in 2025 will continue to deliver reach, immediacy and relatability. However, campaigns must be crafted with an understanding of the evolving landscape. High-quality, engaging ads tailored to specific audience segments will outperform generic messaging.

Advertisers should look for opportunities to create campaigns that leverage radio’s strengths in storytelling and immediacy. By aligning their messaging with the unique connection radio has to its audience, brands can achieve meaningful engagement that feels authentic and personal.

RECOMMENDATIONS FOR THE INDUSTRY

To thrive in 2025, the radio industry must focus on three key areas:

1. Content excellence – Prioritise unique, high-quality programming that captures attention and builds listener loyalty. Engaging hosts, interactive shows and timely topics are critical for standing out in a crowded media environment.

2. Community engagement – Invest in activities that bring stations closer to their audiences. Events, local partnerships and presenter-led initiatives can create tangible value and strengthen community ties.

3. Advertiser relationships – Work closely with advertisers to craft campaigns that reflect radio’s core strengths. Use listener insights and creative storytelling to build trust and deliver measurable results.

LOOKING AHEAD: RADIO’S UNIQUE VOICE

Despite the challenges, radio remains a medium with unmatched immediacy and intimacy. In the UAE, its ability to connect diverse communities and provide hyper-local content gives it a distinctive edge. However, maintaining this relevance will require the industry to focus on its core strengths – creating compelling content, fostering community connections and delivering value to advertisers.

As we step into 2025, the focus must be on quality and authenticity. This way, radio can continue to be not just a medium, but a meaningful part of people’s lives – a space where stories are shared, connections are forged and brands find their voice.

By Avinash Babur, Chief Executive

Writing this at the start of January 2025, the stories dominating global headlines include earthquakes, wildfires, film industry award ceremonies, conflicts and wars and changes in political leadership as well as AI and fact checking.

As we all seek the latest updates to breaking news and developing stories, we’re offered an abundance of ways to access that information. This brings me to the first of three areas as I look to the year ahead, which is trust.

ROLE OF TRUSTED PUBLISHER BRANDS

We cannot underestimate the importance of accurate, fact-based, reliable reporting and how this is vital for society. With the rise of misinformation, the increase in deepfakes and AI-generated content, there has never been a greater need for information that is verifiable and reputable.

There is a responsibility to ensure that journalism continues to thrive, and advertisers play a key role in that. In fact, when we surveyed our global audience, 81 per cent of respondents said they believe that brands have a responsibility to fund quality journalism. International news media’s popularity with advertisers stems from its global reach and ability to connect with vast and diverse audiences, making it a highly appealing option for many brands.

Some have reservations about advertising around hard news but in the UAE 94 per cent of marketers agree that news providers are essential for brand building, with 91 per cent indicating that advertising during major world events or breaking news doesn’t harm their brand image.

This ties in with the widely cited research by Stagwell’s Future of News initiative, which shows that ads placed next to politics and crime perform as effectively as those placed next to

‘‘At the heart of successful campaigns sits authentic storytelling.’’

business, entertainment and sports stories. Complementary to this is recent research by IAS, which revealed that 76 per cent of consumers would trust a brand that appears on a credible news site. The trusted environment enhances brand credibility by association.

For those brands that want to advertise with a credible news organisation but perhaps don’t want to be amongst ‘hard news’, there’s the option to run campaigns against style, business, health and sport content where they can benefit from being in a trusted environment, with credible journalism and in a brand-suitable space. As we look ahead to the year, I see news

continuing to be an important environment for brands. Helping drive this will be increased innovation from publishers to utilise technology that ensures brand suitability and a focus on news-adjacent content that appeals to audiences and marketers alike.

Marketers always have much to consider about where to place their spend and, when combined with the economic climate, there’s often a requirement to deliver quick results, but this leads to my second area: looking at more long-term campaigns.

RENEWED FOCUS ON BRAND BUILDING

Recent research that CNN conducted with MTM found that 90 per cent of global marketers are investing in brand building for long-term success. At CNN, a significant portion of our partnerships span many years, due to strong relationships and successful multi-year, global campaigns with robust analytics and reporting.

The success of long-term advertising is reflected by two in three global marketers surveyed saying they use 'always-on’ approaches, with nearly three-quarters agreeing that continuous advertising drives strong brand awareness, fosters regular customer interaction, builds loyalty and keeps the brand top of mind.

Looking more closely at the Middle East, brand-building is the number one goal, with 71 per cent of marketers in the UAE saying that ‘improving brand awareness and reputation’ is their top marketing goal for the year ahead. Brand-building ensures lasting brand value and long-term growth, and eight in 10 marketers in the UAE are planning a brand campaign over the next 12 months.

There are many ways to implement this and with one in two marketers in the UAE planning to build their brand through storytelling or purpose-driven campaigns.

The top themes for this are environmental, social and governance (ESG) and community building, followed by digital transformation/new tech adoption, and diversity, equity and inclusion (DEI).

For all of us, transformation and innovation are crucial – and we’re doing this at CNN. It’s imperative that media owners, brands and marketers continue to progress and maintain relevance, which brings us to my final topic.

POWER OF TV AND MULTIPLATFORM CAMPAIGNS

CNN is accessible across TV, streaming, free, ad-supported television (FAST), audio, podcasts, digital, social and newsletters. And, of course, where the audience spends their time is exactly where brands want to be. This is why most of the campaigns on CNN cover multiple platforms and formats that are tailored to each environment and the different user experiences on them.

Looking ahead to where media budgets are expected to go in the next 12 months, international news media is highly favoured by marketers worldwide. News providers’ own digital platforms and TV

BROADCAST ADVERTISING

CNN International Commercial’s Cathy Ibal talks about harnessing the power of global brand-building with smart use of technology and powerful, enduring content.

channels command two of the top three positions, while many other media types offered by news brands – including social media and podcasts – hold similarly high spend levels.

Remaining top of mind is key for brands, so being around cultural moments and major live events, sporting occasions and awards shows offers strong reach and engagement potential. These appointment-to-view occasions provide vast audiences who are immersed in the event, which is why 80 per cent of those prioritising a continuous presence utilise TV. It’s also a top choice for brands aiming for global reach, with 82 per cent of these marketers including TV in their strategies.

In summary, I expect 2025 to be a year where some long-held norms persist, but media owners and brands must accept the reality that we are in a period of peak disruption that presents both opportunities and challenges. In this environment, I expect success to be achieved through harnessing the power of global brand-building with smart use of technology and powerful, enduring content.

By Cathy Ibal, Senior Vice President – Advertising Sales, CNN International Commercial

THE YEAR AHEAD FOR

People are being bombarded with low-quality content on a daily basis. And this onslaught is only going to get worse. AI-generated content has taken over the internet, some experts predict that by 2026, up to 90 per cent of online content may be automated.

The result is that people are craving high-quality, compelling storytelling more than ever before. The brands that cut through will be those offering something meaningful instead of just adding to the noise.

Here’s a look at how this shift in consumer demand and the latest advances in technology are shaping creative production in 2025.

THE RESURGENCE OF LONG-FORM

One of the big Oscar contenders this year is The Brutalist, a film which is almost four hours long and has a 15-minute interval. The movie packed cinemas on its opening weekend last year.

Contrary to what you’d expect in an age of decreasing attention spans, the film’s producers, A24, generated buzz by billing the film as an event and leaning into its running time and intermission as key selling points.

Audiences are increasingly seeking out quality long-form content, which is likely to be a reaction against the torrent of often empty short-form content fed to us on social media.

Streaming platforms’ demand for fresh, engaging content is also helping to drive this resurgence in long-form. Netflix and Amazon are especially keen to invest in high-quality local content that resonates with regional audiences while maintaining global appeal.

If what you’re offering is creative and compelling enough, then audiences will give it their time and attention. This presents a big opportunity for advertisers to partner with creators in developing branded narratives that feel cinematic yet personal.

Long-form content allows brands to dive deeper into storytelling, building richer worlds and more complex characters that foster a stronger connection with viewers. For brands eager to highlight their values and mission, the extended format provides the perfect canvas to communicate authenticity and depth.

Take inspiration from the Cannes Grand Prix-winning film for WhatsApp, ‘We Are Ayenda’, depicting the true story of WhatsApp’s role in helping the

THE YEAR AHEAD FOR

Afghanistan Women’s Youth National Football Team escape the Taliban.

STORYTELLING REMAINS KING

With so much clutter out there, it could seem like it’s harder than ever to make an impact. But the fundamentals still apply: it’s all about good storytelling. No matter the format, whether it’s a long-form narrative, a snappy social media post or a

‘‘It’s all about good storytelling.’’

high-budget commercial, a compelling story will capture and hold your audience. Audiences crave stories that resonate, spark curiosity and stay with them long after the show’s over. Focus on crafting narratives that speak to universal themes while remaining authentic to your brand.

IMMERSIVE, INTERACTIVE EXPERIENCES MOVE MAINSTREAM

VR and AR have now become integral parts of the creative toolkit, allowing audiences to step into your story. Interactive experiences, such as choose-

your-own-adventure narratives or live, participatory events, enable brands to forge deeper connections with their audiences, from Gucci’s Garden experience on Roblox to Michelob Ultra’s ‘Lap of Legends’.

As these technologies become more accessible and sophisticated, expect them to play a bigger role in marketing across sectors.

AI REVOLUTIONISING CREATIVE PRODUCTION

AI is reshaping the film industry, particularly in post-production, traditionally the most time-consuming part of filmmaking, where it’s making processes faster, smarter and more cost-effective.

In production, AI is enabling real-time effects on set and utilising algorithms to analyse raw footage, create rough cuts, suggest transitions and ensure consistency during grading. It’s also unlocking new creative possibilities, from generating lifelike CGI characters to helping filmmakers realise ambitious visions while staying within budget –pushing the boundaries of on-screen storytelling.

AI also presents us with unique challenges, but by prioritising human creativity and ethics and understanding AI’s potential and capabilities, creatives can push the boundaries and embrace bold and ambitious ideas that once seemed impossible.

WELCOME TO A NEW ERA OF BOLD CREATIVITY

Whether you’re harnessing AI, creating long-form content for streaming platforms or diving into immersive experiences, a powerful narrative will ensure your work resonates with audiences.

The future of creative production is bold, dynamic and full of possibility – and it’s up to all of us to make the most of it.

By Rayyan Aoun, Chief Creative Officer, BigTime Creative Shop

CREATIVE PRODUCTION

BigTime Creative Shop’s Rayyan Aoun calls for a new era of bold, dynamic production with a powerful narrative that resonates with audiences.

Experiential marketing isn’t just a buzzword; it’s a powerful way for brands to connect with their audience on a deeper level. It’s about creating meaningful interactions and memorable experiences that resonate long after the moment has passed.

As we look ahead to 2025, it’s essential to reflect on how this approach has transformed, especially in the Middle East, and why it remains incredibly relevant for brands and products today.

THE COVID CURVEBALL

The Covid-19 pandemic turned the world upside down. For many brands, this period was a wake-up call, urging them to reassess how they connect with customers. Experiential marketing emerged as a beacon of hope and innovation, particularly in the Middle East, where cultural richness and diversity provide fertile ground for creative engagement.

Throughout the pandemic, restrictions on physical gatherings led brands to pivot towards more immersive and engaging experiences. Whether it was virtual events, online workshops, or interactive social media campaigns, brands quickly realised that people crave connection – regardless of the medium. In this region, we saw an incredible surge in experiential marketing efforts, as brands sought to foster a sense of community and connection amid the uncertainty.

Experiential marketing thrived because it addressed a fundamental human need: the desire to connect and engage. It offered something more than just a transactional interaction; it created an environment where consumers could participate, share and feel valued. As we move into 2025,

THE YEAR AHEAD FOR

EXPERIENTIAL MARKETING

Cheil MEA’s Adeline Chew taps into the heartbeat of how brands are going to connect with customers moving forward.

it’s clear that this evolution will continue, and brands in the Middle East are poised to lead the charge.

NAVIGATING THE COMPLEXITIES OF BRAND UTILISATION

While the growth of experiential marketing has been exciting, it hasn't come without its challenges. Many brands have embraced innovative strategies, from immersive pop-up events to interactive digital experiences that blur the lines between online and offline engagement. However, a few hurdles have emerged along the way.

One significant concern is the over-reliance on technology. In our quest for sophistication and innovation, we must remember that technology should enhance – not overshadow – the human experience. When brands utilise complex tools without a clear purpose, they risk alienating their audience rather than engaging them. Furthermore, while the trend of mass personalisation offers exciting opportunities to tailor experiences to individual preferences, it has a potential pitfall. When every interaction is hyper-personalised, consumers can feel like they’re being treated as data points rather than valued individuals. True personalisation comes from understanding the human behind the data and creating authentic connections that echo that understanding.

It’s crucial for us to strike a balance, utilising technology to enhance the consumer experience while remembering that at the heart of it all, we are humans connecting with other humans.

WHAT TO EXPECT IN EXPERIENTIAL MARKETING BY 2025

Looking forward, the future of experiential marketing is bright and full of possibilities. In 2025, we can expect to see an even greater integration of technologies such as mixed reality (MX), allowing brands to create experiences that shock, inspire and engage consumers in ways we can only begin to imagine.

Imagine walking into a store and being greeted by a virtual assistant that understands your preferences, curates tailored experiences just for you and even transports you to another world within the store's walls. The blend of physical and digital spaces will create richer, more engaging marketing landscapes where consumers feel like they are part of the brand's story.

Moreover, as consumers become increasingly conscious of their impact on the world, brands will need to prioritise sustainability and ethical practices in their experiential offerings. More than ever, people want to support brands that reflect their values, and they crave experiences

that honour and protect our planet. Brands that lean into this shift and create experiences that celebrate sustainability will surely resonate more deeply with their audiences.

Expectations for 2025 also include a rising demand for community-driven experiences. Brands must begin to think about how they can create experiences that foster connections between consumers, not just between brands and consumers. Our world is becoming increasingly fragmented, and people are seeking spaces where they can connect, share and collaborate. Facilitating community experiences will not only attract new customers but also strengthen relationships with existing ones.

THE HEART OF EXPERIENTIAL MARKETING: WHY IT MATTERS

You may wonder, why is experiential marketing so significant for brands and products? The answer lies in its fundamental ability to create memories that last. In a landscape flooded with advertisements and promotional messages, consumers want more than just a transaction; they crave genuine connections.

Experiential marketing is about crafting stories and experiences that resonate with people’s emotions. It allows brands to move beyond the confines of traditional advertising and instead create moments that inspire, entertain and connect. When consumers engage with a brand on an experiential level, they are more likely to remember that brand, share their experiences with others and develop lasting loyalty.

In a world where brand loyalty often feels fleeting, experiential marketing provides an anchor. It transforms passive observers into active participants, allowing them to feel seen, heard and valued.

The future of experiential marketing? It's going to be incredible. As we're gearing up for 2025, I can't help but feel excited about what's coming our way. Here’s the thing – we're all on this wild ride together. Brands that really get it, the ones that tune into what makes us tick, they're going to blow our minds with experiences we'll be talking about for years. And let's be real, that's what we're all after, right? Those goosebump moments, the stories we can't wait to share. Experiential marketing isn't just some flashy gimmick. It’s the heartbeat of how brands are going to connect with us moving forward. Every time a brand reaches out, it’s a chance to create a little bit of magic. Whether it’s a mind-blowing event, a touching social media moment, or just a clever ad that makes you smile – it all adds up to something pretty special.

By Adeline Chew, Head of Brand Experience, Cheil MEA

THE YEAR AHEAD FOR

SOCIAL MEDIA

Socialeyez’s Tarek Esper discusses a shift in connection and community with a focus on fostering genuine engagement and contributing to trust and partnership.

In 2025, social media is no longer just a series of platforms – it's a way of life. This year marks a turning point, not because of the rapid pace of change, but because of its depth. Platforms are becoming places where purpose, creativity and connection thrive, reshaping how we engage with the world. The focus has shifted toward forging connections that are both impactful and lasting, redeﬁning how people and brands engage meaningfully.

No longer conﬁned to one-way communication, social media is for nurturing relationships, sparking creativity and championing shared values. The focus has shifted from short term interactions to forging meaningful connections that endure, redeﬁning how people and brands engage with one another.

CONTINUOUS POPULARITY OF SHORT-FORM CONTENT

Audiences are not seeking less substance – they’re craving more meaning in less time. A 15-second video can still convey depth if it’s crafted with intention. The shortest stories must also be meaningful, proving that brevity is not about cutting corners but about distilling ideas into their most impactful form.

It’s about understanding what matters and presenting it in a way that captivates and inspires. And it’s not just audiences who beneﬁt from this shift – brands that embrace concise, impactful storytelling can diﬀerentiate themselves in an increasingly crowded digital space.

RELATABILITY OVER PERFECTION

Highly polished, overly curated content is losing its appeal. People are demanding more than just storytelling – they want connections that feel real and relatable. Meeting this demand requires a deep understanding of what truly matters to audiences. Relatability means shining a light on employees, using partners as testimonials, or revealing parts of the creative process. It’s everything raw, unﬁltered and unscripted.

THE POWER OF CO-CREATION

The days of brands speaking at audiences are being replaced by co-creation, where communities are not just recipients but contributors. Leadership in this context is about more than guiding strategy; it’s about enabling participation at every level.

Creators, communities and stakeholders all play a role in shaping a brand’s story. This ecosystem fosters trust, builds stronger relationships and lays the groundwork for deeper, more meaningful connections. The result is a sense of shared ownership, where brands and their audiences grow together.

ROLE OF AI IN STRENGTHENING CONNECTIONS

While putting people on the pedestal of your communication is central to this shift, AI is taking over – and taking over quickly. From hyper-personalised content to streamlined customer experiences, AI is here, reshaping how brands engage and interact. The most successful brands will be those that use AI to enrich relationships rather than diminish them. AI isn’t just about eﬃciency; it’s about enhancing the experience, allowing brands to deliver more relevant, timely and impactful content.

However, the challenge lies in maintaining a balance – ensuring the technology complements rather than overshadows the human touch. In this landscape, the brands that thrive will be those that understand how to integrate AI seamlessly into their storytelling, keeping the audience at the heart of the narrative.

CREATIVITY FOR EVERYONE

One of the most transformative aspects of 2025 is how accessible creativity has become. Advanced tools like 3D modelling, animation and AI have become part of the creative process for

anyone with vision and imagination. This change isn’t just about technology; it’s about empowering people to turn ideas into impactful realities.

At Socialeyez, we've embraced this shift by equipping teams with cutting-edge tools such as 3D modeling and AI, empowering them to tell stories that resonate deeply and operationally help us do more in less time. By combining cutting-edge technology with an acute awareness of what resonates with audiences, we aim to drive meaningful progress. It’s not about trends but about setting a thoughtful direction – where technology ampliﬁes the power of human creativity and stories that matter take center stage

LEADING THE SHIFT

Social media has always been about connection, but in 2025, that connection is being redeﬁned. It’s no longer just about speaking to audiences; it’s about being involved in their world –understanding their needs, listening to their voices and building alongside them. Platforms are evolving from mere channels to collaborative spaces where communities, employees and brands

‘‘Brands speaking at audiences will be replaced by co-creation.’’

co-create, innovate and grow together. The focus is on fostering genuine engagement, where every interaction contributes to a larger narrative of trust and partnership.

For those ready to embrace this shift, the possibilities are boundless. In 2025, the question isn’t whether to adapt to the change – it’s how to lead within it. Brands that rise to this challenge will not only stand out but also set new standards for how businesses can connect with their audiences. By prioritising meaning, collaboration and innovation, they can build lasting relationships that go beyond platforms and trends, creating a legacy of impact and trust.

By Tarek Esper, Managing Director, Socialeyez

Welcome to 2025, a year that promises to shake up the influencer marketing playbook in the Middle East as the industry experiences unprecedented growth. This isn’t just an emerging field any more; it’s a dynamic and essential part of the marketing mix, and the region continues to prove to be a hub of creativity and innovation, setting the pace for the global stage.

The big headline for 2025? It’s the era of the always-on strategy. Think of it as moving from campaigns that flicker and fade to a steady, warm glow. Year-round collaborations with creators build trust, consistency and a genuine connection with audiences. This approach is no longer optional – it’s the cornerstone of staying relevant in a crowded marketplace.

Influencers will play an increasingly integrated role across the marketing funnel. At the awareness stage, macro and mega creators

‘‘A shift from scrollbased discovery to search and sharing behaviour.’’

will continue to shine for their ability to build massive visibility. Further down, micro and niche influencers will excel at fostering genuine engagement within tight-knit communities.

Boosted creator content, where influencergenerated posts are amplified through paid promotion, will prove indispensable for driving conversions. And for retention? No one builds loyalty like creators, whose communities stay connected long after the initial buzz has faded.

Content remains the lifeblood of influencer marketing, yet success in 2025 will depend on striking the perfect balance. Brands must blend timeless themes with the buzz of pop culture, crafting stories that resonate long-term while capitalising on the moment. Creators are also reshaping how brands approach localisation, transforming global campaigns into tailored, regionally relevant messages. This isn’t just a clever pivot; it’s a cost-effective way to maximise impact and reach.

Additionally, the evolving relationship between influencer marketing agencies, brands and media agencies is another key trend for 2025. Forward-thinking brands are embracing a hybrid model, combining the strengths of strategic brand positioning with the creativity of content creators to maximise impact.

This dual approach drives key media KPIs such as higher video completion rates, increased website traffic, lower CPMs and improved conversions. Strong collaborations with agencies remain vital, enabling brands to optimise budgets, identify the right creators and execute standout campaigns that deliver meaningful results.

Less scrolling, more searching and sharing –that’s the new mantra for platforms in 2025. TikTok’s search functionality has not only gained widespread adoption but has also seen substantial improvements. Creators now have access to insights revealing how viewers discover their content through search, underscoring TikTok’s transformation into a search destination. This evolution marks a decline in traditional scrolling-based discovery and a shift toward search and sharing behaviours.

THE YEAR AHEAD FOR

INFLUENCER MARKETING

Vamp’s Nour Nasser Al Dean delves into the lifeblood of influencer marketing and shares tips for those looking to dominate the space in 2025.

For brands, it’s a call to adapt their content strategies. By focusing on shareable and discoverable content – aligned with commonly searched industry terms – brands can enhance visibility and relevance as algorithms increasingly favour such behaviours. Technology, particularly artificial intelligence, is set to further transform the industry. AI is enhancing creativity and efficiency, enabling marketers and creators to produce more impactful content at scale. It’s not about replacing the human touch but amplifying it, allowing teams to work smarter and faster. AI will assist with ideation, streamline workflows and automate repetitive tasks, unlocking new efficiencies. Creators, too, are exploring AI’s potential to push their creativity to unprecedented levels. At platforms like Vamp, we’re expanding our AI tools to better support the evolving needs of brands and creators alike. Speaking of authenticity, it remains the industry’s defining feature. Today’s consumers are savvier than ever, quick to spot partnerships that feel forced or inauthentic. For brands, this means prioritising genuine, organic collaborations. Authenticity continues to be the foundation for creating lasting impressions that resonate with audiences.

Video will continue its reign as the dominant format for influencer marketing. Platforms such as TikTok, Instagram Reels, Snapchat, YouTube Shorts and even LinkedIn’s emerging video features highlight the medium’s universal appeal. Video content doesn’t just capture attention; it drives engagement and action. While lo-fi formats are gaining traction, the most impactful videos will still require a creator’s unique expertise and vision.

Finally, 2025 will see an increased focus on long-term partnerships with micro-influencers. These creators offer brands unparalleled access to highly engaged and loyal audiences. By investing in sustained collaborations, brands can forge deeper connections and drive more meaningful results over time.

The Middle East isn’t just keeping pace with global trends in influencer marketing; it’s shaping them. With its rich cultural insights and forward-thinking approach, the region is poised to lead. For brands ready to adapt, innovate and embrace meaningful partnerships, 2025 offers a wealth of opportunity. The question is: are you ready to seize it?

By Nour Nasser Al Dean, Senior Partnerships Manager, Vamp

Amid the rapid shifts of a postpandemic world, customer expectations in the Middle East have never been higher. Whether it’s a new parent searching for peace of mind or a tech-savvy shopper seeking lightning-fast delivery, consumers today want more than just a product – they want a seamless, respectful and, often, emotional experience. And in 2025, a year that promises continued leaps in digital innovation, the race to build long-term loyalty is on.

From AI-driven chatbots providing instant solutions to the nuanced role of human advisors offering genuine empathy, brands are rethinking what it means to put the customer first. In a region where offline and online experiences merge in real time, striking the perfect balance between technological efficiency and authentic connections has become both the biggest challenge and the most significant opportunity.

DATA WITH PURPOSE: AI, TRUST AND THE DATA EXCHANGE

In 2025, meaningful data has become the cornerstone of every strong brandconsumer relationship. Freed from guesswork or broad segmentation, AI-driven analytics can now sift through mountains of first-party data and convert it into hyper-specific insights – giving marketers the power to anticipate and address individual needs almost in real time. Consumers are increasingly aware of the value of their personal information, and they’re willing to share it – if brands provide genuine benefits and remain transparent about how data is collected, stored and used. This mutual exchange isn’t just a transaction; it’s a trust pact. Breach it, and no amount of high-tech wizardry will win back the loyalty of a betrayed customer. In a world where AI can enhance everything from product

THE YEAR AHEAD FOR

CX AND CUSTOMER LOYALTY

Babyshop’s Mitin Chakraborty, reveals how brands can differentiate themselves as the lines between physical and digital, and transactional and emotional, continue to blur.

recommendations to entire shopping journeys, the greatest competitive edge still lies in respecting privacy, rewarding trust and making data work for everyone involved. Brands that treat data as a privilege – not a right – will find themselves on firmer ground when building long-term relationships in an increasingly crowded market.

PERSONALISATION: FROM GUESSWORK TO PRECISION

then complete a purchase on a mobile app at midnight. Capturing and retaining loyalty across these hopscotch pathways requires fresh thinking.

The reality is that most brands have yet to crack the secret code of integrating all the necessary elements – technology, data analytics, compelling content and consistent execution – into one seamless programme. Many experiment with standalone perks or splashy campaigns but often fall short in unifying online and offline experiences or effectively measuring ROI. The challenge is orchestrating these moving parts so that every touchpoint delivers on the brand promise and keeps the customer truly engaged. For those who manage to strike this delicate balance, loyalty goes from being a series of transactions to a genuine, long-lasting relationship.

AI EFFICIENCIES – AND WHY A HUMAN TOUCH STILL MATTERS

The promise of personalisation has been hovering over the marketing world for years, but 2025 is when it truly comes of age. AI-driven insights paired with robust first-party data mean brands can now anticipate customer needs with uncanny accuracy – offering not only the right product, but the right moment to engage. Nike and Sephora have led the charge globally, harnessing predictive analytics to make every interaction feel curated for the individual. For brands in the Middle East – where cultural nuances add yet another layer of complexity –personalisation at scale can be a gamechanger. The key is striking that fine balance: leveraging technology to be

‘‘Empathy and authenticity never go out of style.’’

timely and relevant, without sacrificing the warmth and authenticity that keeps customers loyal.

LOYALTY BEYOND POINTS

Traditional loyalty programmes thrive on a simple equation: spend money, earn points, redeem for discounts. While that model still has its place, 2025 demands more. Today’s loyalty funnel is no neat line from ‘awareness’ to ‘purchase’ to ‘repeat’; it’s a fluid, multi-entry journey where customers might see a social media post, ask an in-store colleague for advice,

By 2025, advanced chatbots and virtual assistants will be woven into nearly every customer journey. These AI-driven tools excel at swift, round-the-clock problem-solving – from real-time order updates to tailored product comparisons – thanks to ever-improving language processing. Yet certain moments still demand a distinctly human response, particularly when emotional stakes run high or complex decisions require empathy and nuanced communication. As sophisticated as algorithms become, they can’t replicate the warmth of a personal conversation, or the subtle understanding gleaned from non-verbal cues. That’s why many retailers are embracing a hybrid model – automating routine queries but reserving real people for sensitive touchpoints. In 2025, the most resonant experiences will come from mastering this balance between AI-driven speed and meaningful human interaction. 2025 is shaping up to be a pivotal year for CX and customer loyalty, especially in the Middle East’s rapidly evolving retail landscape. The lines between physical and digital, transactional and emotional, continue to blur, offering brands vast opportunities to differentiate themselves. Yet success will hinge on a delicate balance: respecting the immense power of data without betraying consumer trust; leveraging AI to enhance experiences while recognising the moments that warrant a warm, human connection; and evolving loyalty beyond points and discounts into something that genuinely enriches customers’ lives.

In the end, it’s not just about delivering more products, faster; it’s about forging a deeper, more enduring bond – one that stands the test of time. Whether through data-driven personalisation, experienceled loyalty, or a well-timed human conversation, the brands that succeed will be those that remember one simple truth: in a world of constant innovation, empathy and authenticity never go out of style.

By Mitin Chakraborty, Head of Marketing – Babyshop, Landmark Group

THE YEAR AHEAD FOR

ARTIFICIAL INTELLIGENCE

Pixis’ Neel Pandya discusses the need to ensure that AI serves the greater good, not just narrow interests.

For businesses, the challenge is clear: treat AI as a trusted partner. As we step into 2025, the world of AI is entering a critical phase of transformation. This isn’t just about new technologies or tools; it’s about how AI is fundamentally reshaping the way businesses operate, compete and innovate. I believe this year will be marked by a sharper focus on accountability, empowerment and long-term value.

AI AGENTS: RISE OF AUTONOMOUS PROBLEM-SOLVERS

Firstly, AI agents have evolved from basic assistants to sophisticated collaborators. These systems are now stepping into roles that demand more autonomy, precision and decision-making capabilities. In 2025, I see AI agents becoming indispensable across industries, taking on tasks that were once time-intensive and error-prone. This isn’t about replacing human intelligence but augmenting it. By freeing up teams to focus on strategy and innovation, AI agents are becoming critical

partners in driving efficiency and growth. As I see it, companies that fail to integrate such systems are not just missing out –they’re risking obsolescence.

WOMEN IN AI: SHAPING THE FUTURE OF INNOVATION

One of the most encouraging trends this year is the growing influence of women in AI. While the tech industry has long faced criticism for its lack of diversity, 2025 is proving to be a turning point.

This shift is particularly evident in the Middle East, where initiatives to empower women in technology are driving innovation and creating new opportunities. Women are contributing meaningfully to AI advancements in fields such as healthcare, education and smart city development.

I see this shift as more than a cultural milestone; it’s an economic advantage. Diverse leadership teams are better equipped to create AI solutions that meet diverse needs. In my view, organisations that prioritise diversity today, especially in emerging markets like the Middle East, will lead the charge tomorrow.

AI CONSOLIDATION AND SHAKEOUTS: THE SHIFTING AI LANDSCAPE

While the rise of AI has opened up vast opportunities, I predict that 2025 will see significant consolidation within the AI industry. As AI technology matures, the pressure to scale and remain competitive will lead to mergers and acquisitions among smaller generative AI firms. These companies will move from being standalone providers of AI models to offering integrated solutions, directly serving end users with complete software packages.

This consolidation will likely result in a few dominant AI research companies leading the way. As the AI landscape evolves, these companies will shape the future, directing research, refining models and ensuring the continued growth of AI technologies.

AI AS A COMPETITIVE ADVANTAGE

If there’s one thing I’m certain about, it’s this: AI is no longer optional. Companies that embrace AI today are gaining a distinct edge over their competitors, and the gap is only going to widen.

This transformation is particularly striking in regions like the Middle East, where AI is central to ambitious visions

like smart cities and economic diversification. Businesses here are leveraging AI not just to enhance efficiency but to lead in global innovation. For those who hesitate to adopt AI, the risks are real. Much like the e-commerce revolution, companies that fail to plan for AI now will struggle to catch up later. In my view, the question isn’t whether to adopt AI but how quickly and effectively you can integrate it into your strategy.

ADDRESSING THE ENERGY IMPLICATIONS OF AI

As AI adoption grows, so does its energy footprint. The computational demands of training and deploying AI models are immense, raising concerns about sustainability. In 2025, I expect this issue to take centre stage, with businesses and researchers prioritising energyefficient solutions.

This could mean anything from using renewable energy to power data centres to developing algorithms that require less computational power. These innovations are not just good for the planet – they’re good for business. Energy efficiency reduces costs, improves scalability and positions companies as leaders in sustainable practices.

GENERATIVE AI ENHANCING DEVICE INTELLIGENCE

Generative AI is reshaping devices into smarter, more intuitive systems. In 2025, this evolution is accelerating – moving from mere responsiveness to proactivity. Imagine smart systems that don’t just react but anticipate – adjusting lighting based on your mood or suggesting meals tailored to your diet. These innovations are setting new benchmarks in user experience. Beyond homes, industries such as healthcare and manufacturing are witnessing profound transformations, with intelligent devices improving diagnostics and streamlining operations.

For me, the most exciting part of this development is how it’s bridging the gap between hardware and software, creating systems that are not just functional but intuitive.

THE ROAD AHEAD

2025 is a year of opportunity and accountability for AI. Its potential is no longer theoretical – it’s actionable. But with this power comes a responsibility: ensuring AI serves the greater good, not just narrow interests. For businesses, the challenge is clear: treat AI as a trusted partner. Integrate it meaningfully and align it with your values to create solutions that are both innovative and inclusive. The future of AI, to me, is about empowerment – enhancing our potential, solving real challenges and connecting us in ways we’ve never imagined. The journey is just beginning, and I can’t wait to see where it takes us.

By Neel Pandya, CEO - APAC & EMEA and Global Partnerships Head, Pixis

Under the UAE's National AI Strategy 2031 and Saudi Vision 2030, the region will continue moving towards digital transformation across wide sectors with artificial intelligence (AI) remaining the biggest driver for this transformation.

The best depiction of the status of AI use in the market is memes. The one that comes to mind is the ketchup sauce being drizzled in the sandwich, on the sandwich after wrapping it, on the box after it's closed, on the plastic bag before being handed to the customer, and to finish off the job, on the customer after taking the bag. While funny, it is very true.

Companies are rushing to squeeze AI into everything whether it is effective or not. In the region we have seen AI-infused initiatives that enable brands to deliver hyper-personalised experiences, automate repetitive tasks and gain deeper insights through data analytics.

Moving forward, in 2025, upskilling to bridge emerging gaps is fundamental with the reduced barrier of entry for AI tools, increased complexities for AI-driven apps and the plethora of AI choices.

AI LITERACY AND TECHNICAL PROFICIENCY

A main area to focus on is AI literacy –grasping how AI models function in general (unlocking the power of AI is a good place to start) and in specific (select AI-driven software and applications).

For example, platforms such as Salesforce Einstein offer sophisticated customer segmentation and predictive analytics, but many marketers find it challenging to use most of these tools or even interpret the findings, missing opportunities for valuable actionable insights.

CHALLENGES IN AI TECHNOLOGY INTEGRATION

AI technology integration presents its own set of challenges. While plenty of AI systems, such as chatbot Drift, integrate smoothly with customer relationship management (CRM) systems, the functionality of the chatbot remains under the control of the operator to align properly with marketing goals.

A certain level of technical proficiency and some behavioural psychology skills to tailor responses are needed. Without proper optimisation of the customer experience (CX) and evaluating if AI tools have a space in this optimisation, companies risk deploying fragmented or ineffective AI solutions.

DATA ANALYTICS

Data analytics skills tend to be a weakness in the field, with high dependency on automated software that caters to the masses rather than to a specific business. Deep knowledge of tools such as Google

THE YEAR AHEAD FOR

‘‘Allocate time for AI investigations, research and practice.’’

consent and options to opt out of communications such as SMS and emails.

THE SHIFT TO CONTEXTUAL TARGETING

Moreover, programmatic advertising strategies need to pivot towards contextual targeting to stay effective and compliant. Tools such as Google Ads Manager facilitate privacy-safe campaigns by concentrating on the context of content rather than user behaviour across the internet.

For example, an automotive brand in Saudi Arabia could utilise contextual targeting to place ads on car review sites instead of depending on behavioural tracking.

MARKETING MIX MODELING

SAE Dubai’s Hiba Hassan on how the shifting grounds of technology and regulation are putting pressure on companies to bridge skill gaps.

Analytics 4 or Tableau are great for deeper business-related insights and are ideal for meeting new privacy regulations that tend to limit access to third-party data.

NAVIGATING DATA PRIVACY AND ETHICS

The changing landscape of data protection laws in the region, the UAE’s Personal Data Protection Law (PDPL) and Saudi Arabia’s PDPL, focus on consent, data localisation and privacy. Staying updated with data privacy and ethics is important to shape strategic marketing. Tools such as OneTrust assist in managing consent banners, but effectively utilising such platforms demands specific compliance expertise.

The phasing out of third-party cookies has increased the importance of managing first-party data, putting more weight on data analytical skills. As for ethics, marketers need to prioritise the ethical collection and management of customer data through platforms such as HubSpot. For instance, a loyalty programme must ensure that all customer data adheres to local laws and that consumers have complete control over their data preferences, providing clear

As detailed tracking becomes less available, models such as marketing mix modeling (MMM) allow marketers to assess campaign ROI using aggregated data. Having advanced analytics skills is essential for measuring marketing performance in this privacy era. A healthcare brand in the UAE might leverage Tableau or Fivetran to gather and analyse data from both digital and offline channels, ensuring compliance while gaining valuable insights.

The shifting grounds of technology and regulation are putting pressure on companies to bridge the skill gaps brought about by the transition. It is essential to implement upskilling initiatives in 2025. These initiatives should emphasise the practical use of AI, data analytics and compliance, ensuring that marketers are prepared to thrive in the region's fastchanging environment.

Action can start simply with allocating time for AI investigations, research and practice, and expand to scheduled company-wide workshops delivered by institutes and educational bodies or be at a much larger scale with international tech leaders and collaborations with UAE's National AI Strategy 2031 and Saudi Vision 2030. Regardless of the route chosen, join the transformation in the marketing landscape of the Middle East.

By Hiba Hassan, Head of the Design and Communications department, SAE Dubai

FEB 2025

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

MAR 2025

CAMPAIGN CMO ROUNDTABLE (DUBAI, UAE)

APR 2025

CAMPAIGN

BREAKFAST BRIEFING (DUBAI, UAE) Talent & Technology

OCT 2025

CAMPAIGN SAUDI BRIEFING (RIYADH, KSA) Media & Marketing

NOV 2025

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

SEPT 2025

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

MAY 2025

CAMPAIGN SAUDI BRIEFING (RIYADH, KSA) Strategy & Technology

DEC 2025

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

DIGITAL AGENCY GUIDE

Accelerate Me Online

Founded: 2011 pl@acceleratemeonline.com

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

Accenture Song

Founded: 2009 middleeast@accenture.com accentureinteractive.com.

SERVICES: Consulting, design thinking and user experience, platform solutions, creative services, digital media

The Adroit Agency

Founded: 2019

Head of company: Abdul Samee Qureshi, Managing Director HQ: Dubai info@theadroitagency.com

SERVICES: Strategy, branding, advertising, design, digital, social, production, new media

Acorn Strategy

Founded: 2010

Headquartered: Abu Dhabi, UAE Head of company: Kate Midttun hello@acornstrategy.com

Acorn Strategy is an award-winning marketing and communications agency, specialising in smarter, integrated strategies that deliver measurable results. With a global reach and offices in Abu Dhabi, Dubai, KSA, Jakarta, Melbourne and London, Acorn Strategy supports clients across diverse industries by blending insights, creativity, and precision.

KEY CLIENTS: Department of Energy, Ruya Bank, Emirates Water and Electricity Company, Abu Dhabi Global Market, Safeen Subsea

SERVICES: Strategy-led integrated thinking, PR and strategic communications, digital marketing, brand and design, marketing operations and advisory

Acquisit

Founded: 2019

Head of company: Timothée Désormeaux, Dubai UAE marketing@acquisit.io

Acquisit enables companies’s online growth by designing and executing datadriven strategies. Since its foundation, Acquisit collaborates with key industry leaders and high-potential start-ups across the MENA region, enabling them to seize online growth opportunities. Acquisit’s scope covers all levers of Growth Marketing from Traffic generation to Revenue optimisation.

KEY CLIENTS: L’Oreal Middle East Birkenstock Calvin Klein Almatar 12 Storeez

SERVICES: Performance marketing, SEO, CRM, marketplace management, web analytics, data visualisation

AGA-ADK Advertising and Marketing

Founded: 1997

Chairman: Roger Sahyoun info@aga-adk.com aga-adk.com

+971 4 445 8383

SERVICES: Full marketing communication services; strategic planning; creative designs; consumer activation; production; branding and corporate identity; content planning and production

AKQA

Founded: 2010

Regional Offices: UAE, KSA, Egypt

Managing Director MENA: Nic Camacho Nic.camcho@akqa.com

AKQA is a full-service brand experience design agency. We work in partnership with our clients to articulate a vision, unlock opportunities and solve problems.

SERVICES: Creative communication; data and media; experience design; technology solutions; content production; brand activation

KEY CLIENTS: Saudi Entertainment Ventures (SEVEN), Haleon, Adidas, OMNIYAT, Jumeirah

Founded: 2021

Head of company: Muneef Khan

Number of staff: 17 5thelementmea.com +971 50 685 2288 Muneef@5thelementmea.com

Aló

Founded: 2014

Head of company: Samit Athavale and Dimple Athavale samit@teamalo.com; dimple@teamalo.com

SERVICES: Digital strategy and consultation, website design and development, social media management, influencer marketing, search engine optimisation

AMC Advertising & Marketing Consultants DMCC

Founded: 1988 enquiry@amcuae.com +971 4 457 2125

SERVICES: Media planning and buying, SEO & SEM, programmatic & network advertising solutions, creative, social media advertising

5th Element MEA – where data and tech become market reality. In a world of conventional solutions, 5th Element MEA redefines what’s possible. Our cuttingedge B2B technology reshapes brand connections, while our pioneering DOOH measurement framework captures meaningful moments, transforming complex digital outdoor media into clear ROI narratives.With AI and blockchain integration, we’re revolutionising media representation across challenging markets. Where others see complexity, we see opportunity – turning data into compelling stories. Each campaign we create blends innovative solutions with deep expertise, ensuring your marketing investment delivers measurable results.

5th Element MEA… turning complexity into clarity.

SERVICES: B2B, e-commerce, mobile performance marketing, pDOOH, outdoor validation tool, SSP, DSP, MMP, influencer marketing, activation, production, events, creative and content, website, apps

KEY CLIENTS: American Tourister, Anchor Milk, Bank AlJazira, BOSE, BPN, Chupa Chups, DDB, ENOC, FCB, Ferrero, Fonterra, FP7, Grey Worldwide, Hoover, House Of Communications, Huggies, IntelSAT, Impact BBDO, Initiative, J&J, Kleenex, Kotex, Momentum, Mentos, MullenLowe, Promoseven 360, RakBank, Redtag, Saatchi & Saatchi, Samsonite, Tamara, Tumi, UM

TECH PARTNERS: MovingWalls, SIGNAXE

Muneef Khan CEO Muhammad Faisal Chief of Strategy & Operations

Trena Doris Client Servicing Lead

Khaldoun Zaghir General Manager

And Us

Founded: 2018

Headquartered: Dubai

+971 56 779 8436

fadi@and-us.agency

SERVICES: Strategy; digital; marketing campaigns; branding; design; media; content production

Belong Interactive

Founded: 2012 hi@belonginteractive.com +971 4 369 5345

SERVICES: Digital assets design, development and maintenance of websites, e-commerce sites, mobile applications, intranets and brand portals; SEO/SEM; customer experience management; CRM and inbound marketing; video and editorial content creation

Atteline DMCC

Founded: 2016

Head of company: Sophie Simpson, MENA Managing Director

Headquartered: New York hello@atteline.com

Atteline, a MENA-integrated communications agency and part of the Ruder Finn group, uses a digital-first approach, cutting-edge technology, and innovative strategies to create impactful digital content. We drive measurable results and spark meaningful conversations, working with leading brands, to shape the digital landscape.

KEY CLIENTS: Seddiqi Holding, Pandora, UNHCR, Jotun, Netflix

SERVICES: Strategy development, social media & influencer management, content creation, performance marketing, website development

Blue Apple Advertising

Founded: 2010

Headquartered: Dubai hello@blueappleco.com +9714 4390161

SERVICES: Creative services, brand strategy, integrated communication, logo design & corporate identity, packaging, digital marketing, social media

Founded: 2017

Head of company: Faisal Dean, CEO, MENA

Headquarted: New York, United States with offices in UAE, KSA and Cairo Number of staff: 300 assemblyglobal.com +971 4 514 7703 hello-mena@assemblyglobal.com

Assembly is a global omnichannel media agency dedicated to accelerating growth for the world’s most admired brands. By seamlessly integrating data, talent, and technology, we deliver transformative solutions that drive performance and amplify business outcomes. Our unique approach combines compelling brand narratives with a robust suite of global media capabilities, all powered by STAGE, our proprietary operating system. With more than 2,300 experts across 35 offices worldwide, including 300 talented professionals in 3 offices in the MENA region, Assembly’s agile teams deliver impactful strategies tailored to each client’s unique needs.

SERVICES: Media planning and buying, digital commerce, organic media, data, analytics and consultancy, UX, UI & CRO

KEY CLIENTS: Landmark Group, Virgin Mobile, Emaar, Mashreq, MDLBEAST

AWARDS: MENA Search Awards: Best Integrated Agency – 2024, Best use of AI in PPC – 2024, Best Software Innovation: STAGE - Automating Digital Campaigns Intelligently – 2023; MENA Digital Awards 2024: Best Integrated Campaign - Mashreq Climb2Change; Hello Partner’s Global Performance Marketing Award: Best Affiliate and Partnership Strategy - MENA

Faisal Dean CEO, MENA

Naguib Toihiri Managing Director, KSA

Zubair Siddiqui COO, MENA

Blue Beetle

Year founded: 2004 hello@bluebeetle.me

We’re is not your average digital agency. We’re consultants primed to help you grow. We design and develop websites, help drive traffic them, and convert that traffic into revenue. We do this by coupling our passion for design with our love of technology and the yearning to help you flourish.

SERVICES: Website design & development; app design & development; sales & marketing automation; digital marketing; digital advertising

Bridge of Minds

Founded: 2016 info@bridgeofminds.com

We bring together an assortment of professionally genuine creatives, specialists and digital marketing experts to create, develop and implement unique online strategies and customised digital solutions that yield quality and profitable results for the brands in the industries of luxury, F&B, retail, arts and entertainment.

SERVICES: Social media management; digital design & branding; Google ads; SEO; web development; digital PR &communications

Founded: 2011

Head of company: Dina Saadeh

Number of staff: 18 bluebarracuda.com +971 4 354 4458 hello@bluebarracuda.com

Blue Barracuda is the digital and social arm of Horizon Holdings. We get people talking; to each other and to brands. We use technology, data and content to craft experiences and tell stories that spark conversation. When people talk, we understand perspectives and behaviours; we discover opportunities and possibilities. We use digital and social platforms to build relationships between our clients and their consumers that enable them to reach business and communication objectives. We see ourselves as conversation makers. Conversations for the digital world.

SERVICES: Experience and conversation makers across digital and social mediums. Customer journey-mapping, digital transformation strategy and implementation, content creation, videography and editing, website/app design and build, influencer marketing, SEO, gaming, CRM strategy and implementation

KEY CLIENTS: Mohammed Bin Rashid Innovation Fund, Dell Technologies, Pandora, National Bonds, Truebell, National Experts Program

AWARDS: 2017 Dubai Lynx Grand Prix, 2017 Dubai Lynx Bronze

Bright Company

Founded: 2021

Head of company: Kiera Doherty team@brightcompany.me

Bright Company supports the business success of B2B brands and emerging organisations through strategic, creative, sustainable marketing, social media, and PR activities. We simplify complex narratives, developing clear and effective MarComms solutions to enable organisations to find their voice, reach customers, and get their fair share of attention across the Middle East.

SERVICES: strategy, marketing, pr, digital and social media, creative

C2 Communications

Founded: 1989

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

We do not limit ourselves to the thinking of today’s possibilities. We constantly explore modern marketing to communicate effectively on a daily basis. Driven by a team of courageous decision-makers, progressive thinkers and curious minds, we enable technology to improve business solutions and explore the potential of brands in the future.

SERVICES: Building brand identity, tone of voice and perceived value; conceptualisation and ideation of cross-channel communication strategies; activating brands through experiential and meaningful relationships; channel planning strategies; advanced performance marketing and amplification

Dina Saadeh Managing Director

Mazen Jawad CEO, Horizon Holdings

Seema Kunder Digital Strategist

Mohammed Mustafa Creative Lead

Founded: 2011

Head of company: Shadi Abdulhadi Offices: Dubai, Abu Dhabi, Bengaluru, Cairo, Jakarta, Jeddah, Riyadh, Shanghai, Singapore and Tirana

Number of staff: 187 boopin.com + 971 4 4255 365 info@boopin.com

Hello there, we are Boopin!

Boopin is one of the fastest-growing independent agencies, led by a team of more than 180 passionate creators and marketers, each driven by a desire to tell memorable stories and create exceptional experiences for brands and consumers. Our dedicated channel experts work as a team, ensuring we take a tactical approach to each channel while delivering a comprehensive 360-degree response.

TECH PARTNERS: Google, Meta, Twitter, Tiktok, Snap, Oracle, Amazon

SERVICES: Performance marketing, media planning and buying, digital infrastructure, digital transformation and automation, customer data platform facilitation and strategy, social content management and production, pr and influencer marketing, dynamic creative, API integration, web/app design and development, SEO and data visualisation

KEY CLIENTS: Abu Dhabi Porta, Lucid Motors, Petromin Stellantis, ADNOC Group, Department of Culture & Tourism, Government Media Office, Baja Foods, GEMs Education, IG Group, Masdar, Informa, Deyaar, Shein, Xiaomi, EVIQ, Pure Health, Coffee Address

RAZMIK KALAIDJIAN

Regional MD

WHAT ARE THE TOP LESSONS FROM 2024 THAT WE’RE TAKING INTO 2025?

This past year has been a whirlwind of transformation, driven by rapid technological advancements, shifting consumer behaviours, and the growing importance of personalisation. As we look ahead to 2025, these lessons will guide us in navigating the dynamic digital landscape with confidence and innovation.

AI personalisation is taking centre stage. Consumers increasingly expect hyper-tailored experiences, from personalised recommendations to dynamic content delivery. AI-driven insights have enabled us to predict behaviours and craft strategies that resonate with specific audiences. In 2025, we expect AI personalisation to evolve even further, becoming more sophisticated and intuitive, transforming how brands interact with their audiences.

Social commerce will accelerate further, given the “convenience” factor and the seamless journey through to final sale. The ability for users to discover, engage, and purchase without leaving their favourite platforms has redefined the e-commerce experience. In 2025, social commerce will continue to thrive as platforms introduce even more tools to enhance engagement and drive conversions. Brands that fail to embrace this trend risk being left behind in the race for consumer attention.

WHAT

DO LEADERS IN THE DIGITAL ECOSYSTEM NEED TO AVOID IN THE MONTHS AHEAD?

Leaders in the digital ecosystem – or any business vertical – must avoid “complacency.” The ecosystem is evolving at such a fast pace that there is no time for pause. A new piece of tech seems to emerge almost every week. While not every new technology needs immediate adoption, complacency and failing to test innovations can hinder progress. Testing and learning are essential for adapting and evolving. Complacency is the enemy of progress, and in 2025, proactive experimentation will be critical to staying ahead of the curve.

HOW DO YOU ENSURE EVERY MEMBER OF YOUR AGENCY REMAINS AT THE FOREFRONT OF EMERGING DIGITAL TECHNOLOGIES AND TRENDS?

The learning curve never stops – this applies across all industries. Part of staying ahead comes down to personal initiative, but it’s also the company’s responsibility to help evolve its talent.

In the tech world, advancement is accelerating rapidly, with machines playing a crucial role in development. Therefore, it’s vital for people to stay invested in their growth by keeping up to date with industry changes and testing new technologies as they emerge.

HOW DO YOU LEAN INTO QUALITATIVE AND QUANTITATIVE CONSUMER INSIGHTS TO ENHANCE YOUR DIGITAL MARKETING STRATEGIES?

Marketing thrives on insights; they’re the oxygen that keeps marketers moving forward. The way we gather and utilise insights has evolved significantly. Desktop research alone now provides a wealth of understanding about verticals, and the abundance of digital data offers clear signals to inform strategies. While qualitative insights remain effective and valuable, there is less reliance on them today. Instead, the focus has shifted to data-driven signals that deliver precise, actionable input for marketers.

CAN YOU EXPLAIN EXAMPLES OF WORK FOR WHICH YOU RECEIVED POSITIVE CLIENT FEEDBACK?

Our success is measured by the value we deliver to our clients. In 2024, we received positive feedback for our ability to address client challenges with innovative and tailored solutions. Whether it was identifying the right technology to solve a specific problem or developing content strategies that drive engagement, our approach has always been rooted in understanding the unique needs of each client.

One of our key strengths is asking the right questions. This allows us to uncover insights that inform our strategies and deliver solutions aligned with client goals. The result isn’t just satisfied clients but also long-term partnerships built on trust and results.

Zeena Kurd UAE GM

Prasad Sawant Performance Director

Lyna Domiati Regional Creative Director

Amir Tawaf Egypt GM

Reine Hammoud KSA GM

Yasmine Sharawneh Regional Communication Director

Chain Reaction

Founded: 2010

Head of company: Saif Jarad, CEO HQ: UAE

Fadi.kadou@chainreaction.sa

Chain Reaction is an integrated digital agency known for its creative and innovative roots, having started as the 1st Google AdWords partner in the region back in 2010, we’re a strategic creative, innovative, digital agency with offices across the Middle East.

Services: Social media consultancy and management, digital performance, seo and sem, website development, creative content production and video services

Key clients: SRMG, Foodics, Toshiba, Yelo, LG

Cheesecake Digital

Founded: 2019 (in UAE), 2010 (UK) phil@cheesecakedigital.com

SERVICES: Strategy, event management, ad campaigns, lifecycle marketing, market research

Cheil MEA

Head of company: Lyusok Jung

Founded: 1973 (globally); 2006 (region)

Headquartered: Dubai hello@cheil.com cheil.ae/

Cheil MEA is a leading 360-degree advertising agency. Renowned for its expertise, Cheil adeptly forges robust connections among advertising, retail, digital, activations, and events, seamlessly integrating offline and online touchpoints.

SERVICES: Integrated campaigns, brand experience, digital platforms, social media, e-commerce, media, CRM, influencer management

KEY CLIENTS: Samsung, Volkswagen, Ahmed Seddiqi & Sons, Energizer Holdings

Crowd

Founded: 2012 tom@thisiscrowd.com

SERVICES: Creative and content, digital marketing, demand generation, distribution, reporting and analytics

Founded: 2005

Head of company: Ahmad Itani, Founder & CEO

cbpr.me

+971 4 3341 140 info@cbpr.me

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

SERVICES: Online reputation management, social media management, thought leadership, crisis comms, digital media planning/buying, digital strategy, engagement marketing, conversion rate optimisation, contributor relations, campaign testing, digital listening, mobile app development, search engine marketing, search engine optimisation, story mapping, website design and development, app store optimisation

AWARDS: 2008 International Stevie Award; 2014, 2018 Guinness World Records; 2016, 2017, 2018 MEPRA Awards; 2021 MENA Digital Awards; 2021 PRCA MENA Awards; 2021, 2022 PRCA Digital Awards; 2024 MENA Stevie Awards

TARIQ AL SHARABI Managing Director

WHAT ARE THE TOP LESSONS FROM 2024 THAT WE’RE TAKING INTO 2025?

Don’t be scared of AI. It’s not about artificial versus human effort. Instead, it’s a powerful tool that enhances what the human touch can achieve. While its potential may seem overwhelming, its workplace applications are simple, effective, and seamlessly integrated into workflows, much like other tools we’ve adopted over the years. Machines don’t think for themselves; they amplify our best ideas. At its best – which we’re just starting to encounter – AI creates time-saving algorithms that streamline processes and contribute to more informed and impactful outcomes.

WHAT DO LEADERS IN THE DIGITAL ECOSYSTEM NEED TO AVOID IN THE MONTHS AHEAD?

Expand your focus beyond your existing audience, as these people are already engaged. Leaders should prioritise the broader ecosystem, identifying untapped opportunities instead of solely addressing current markets. Sustainable growth stems

INDUSTRY SNAPSHOT

from diversification, engaging with fresh perspectives, and strategically introducing your brand to new markets. This approach supports continued relevance and influence across shifting territories.

HOW DO YOU ENSURE EVERY MEMBER OF YOUR AGENCY REMAINS AT THE FOREFRONT OF EMERGING DIGITAL TECHNOLOGIES AND TRENDS?

We prioritise open communication across the agency, recognising that every team member brings unique insights and perspectives. Inspiration often comes from diverse sources that go beyond traditional trend reports. By encouraging collaboration, exchanging ideas, and exploring varied viewpoints, we remain adaptable and informed, allowing the agency to stay ahead of emerging digital technologies and trends.

HOW DO YOU LEAN INTO QUALITATIVE AND QUANTITATIVE CONSUMER INSIGHTS TO ENHANCE YOUR DIGITAL MARKETING STRATEGIES?

There are consumer insights, and then there are business objectives, which define the on-ground reality. While data is king, practical

challenges require us to remain agile, leveraging best practices and insights to create a balanced approach that delivers impactful results.

HOW DO YOU MEASURE AND DEMONSTRATE THE SUCCESS AND ROI OF YOUR DIGITAL MARKETING CAMPAIGNS TO YOUR CLIENTS?

We adopt a systematic approach, beginning with setting SMART goals – specific, measurable, achievable, relevant, and time-bound objectives that align with client needs. Key metrics like sales, leads, website traffic, social media engagement and conversion rates are carefully selected to reflect campaign objectives. Real-time performance is tracked using tools like Google Analytics, enabling mid-campaign adjustments for maximum impact. Post-campaign, we deliver clear, comprehensive reports that highlight performance, ROI and shifts in consumer sentiment, alongside comparisons to industry benchmarks. These reports emphasise actionable learnings, showcase the campaign’s contribution to brand recognition and loyalty, and demonstrate both immediate results and long-term value for the client.

Tariq Al Sharabi Managing Director

Ahmad Itani Founder & CEO

Cultark

Founded: 2011

Head of company: Moataz Kotb moataz@cultark.com

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

Deloitte Digital

Founded: 2019

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

Deloitte Digital supports clients in making a connection with the future to develop new solutions, new strategies, and new partnerships – to unlock a new type of growth that is sustainable, yet abundant.

Cyber Cultr Media

Founded: 2022

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

Cyber Cultr Media is a growth-focused digital marketing and strategic communications agency with a proven track record across 20+ industries.

SERVICES: Search engine optimization (SEO), paid media advertising, social media management, lead generation, branding identity design

KEY CLIENTS: Abu Dhabi Entertainment Company (ADEC), Institute for Healthier Living, Abu Dhabi, Rasma Legal, Qadri International, The Barking Lot

Digital Echoes

Founded: 2013

Headquartered: Jdeideh, Lebanon Head of company: George Dagher info@digitalechoes.net

Digital Echoes is a creative digital marketing agency founded in 2013 and headquartered in Jdeideh, Lebanon. We specialise in delivering innovative marketing solutions, combining expertise in digital advertising, SEO and branding. Our team is committed to helping businesses grow through customised strategies, creativity and cutting-edge technology.

SERVICES: Marketing Consultancy, Digital Marketing, Branding and Design, Web Development

KEY CLIENTS: United Nations Human Rights, Ferring Pharmaceuticals, Assurex, Sanita

Founded: 2010

Head of company: Tom Otton, CEO Number of staff: 160+ creategroup.me +971 04 442 5674 talktous@creategroup.me

Recently acquired by Stagwell, the world’s fastest growing marketing network, Create is the Middle East’s leading strategic digital communications group, with a team of 160+ across the UAE, Saudi Arabia and Egypt. It was also named Campaign Middle East’s Digital Agency of the year, for the third consecutive year.

The agency partners with destination brands, nation builders and visionaries to drive positive cultural and economic transformation. The team is built to deliver digital strategy, products, content and innovation through a culture focused on driving impact, with award-winning quality, at speed.

SERVICES: Digital strategy, social, content, performance, digital products and innovation

KEY CLIENTS: Dubai Department of Economy and Tourism, Department of Culture and Tourism - Abu Dhabi, Zayed National Museum, The Public Investment Fund, Royal Commission for AlUla, Volkswagen Middle East, NEOM

AWARDS: Campaign Middle East Digital Agency of the Year 2022, 2023, 2024; Campaign Middle East Independent Agency of the Year 2023; Adweek Fastest Growing Agencies 2019, 2020, 2022, 2023 (#10 Fastest-Growing Digital Agency in the World); VEGA Award 2023; NYX Award 2023; MENA Digital Awards 2021 (1 Gold and 1 Grand Prix); MENA Digital Awards 2022 (2 Gold and 1 Grand Prix); MENA Digital Awards 2023 (1 Silver and 1 Gold); MENA Digital Awards 2024 (2 Gold)

Dia Hassan Chief Creative Officer

Tom Otton Chief Executive Officer

Matthew Richardson Chief Commercial Officer

Simon Ashwin Managing Director

Digitalks Digital

Founded: 2019 hi@digitalks.me digitalks.me

SERVICES: Web and mobile app analytics; ad tech and martech rollouts; reporting automation and visualization; conversion rate optimisation; deep-dive data analysis

Equation Media

Founded: 2013 info@equation-media.com equation-media.com +971 4 453 7711

SERVICES: Strategic media planning; integration of online and offline campaigns; social and content planning; media buying; performance marketing; retail transformation and experiential solutions; data analytics and personalised marketing solutions

DViO Digital

Founded: 2011 enquiries@dviodigital.com dviodigital.com

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

Face to Face Communications Group

Founded: 1991 info@facetofaceuae.com

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

Founded: 2005

Head of company: Dany Naaman, CEO Number of staff: 350 me.havas.com +971 4 455 6000 info@havasme.com

Havas Middle East is part of Havas Group, one of the world’s largest global communications groups. We are a fully integrated communications powerhouse, operating seamlessly across creative, media, and PR. With 20,000 of the brightest and bravest, working in a place we call the Havas Village across more than 100 countries, we are committed to making a meaningful difference to the brands, businesses, and lives of those we work with.

SERVICES: Media investment planning and buying, digital and performance marketing, e-commerce, data analytics, brand communication strategy and design, content creation, social community management, media and influencer relations, corporate communications, event management, financial PR and investor relations, crisis and reputation, sustainability ESG, public affairs

KEY CLIENTS: Nakheel, Aujan-Coca Cola, LG, Hyundai-Kia, Lactalis, Hermes, D&G, MG Motors, Saudi Tourism, Ministry of Tourism, UAE National Lottery, Faces, British Council, Aldar, JDE, Oppo, Al Ghurair, Damiani, Adidas, Jumeirah , Virgin Mobile, Levis, Dubai World Trade Center, Calvin Klien, COTY, Charlotte Tilbury, Estee Lauder Company, Spotify, Disney+ MENA, Marriott International

AWARDS: WARC Rankings 2022 – #2 most awarded agency and most awarded campaign in the world; Campaign Global Agency of the Year Awards – #2 Agency of the Year; Drum Report – # 10 Best Agency in the world; Cannes Lions – 1x GP; Dubai Lynx – 7x GP; Loeries – 1 GP; Adfest – 2x GP; 2x ADWEEK Media Plan of the Year; AME New York Festival – IGP; Cresta – 1 GP

Houda Tohme CEO – Havas Media

Dany Naaman CEO – Havas Middle East

Dana Tahir Managing Director –Havas Red

Fabio Silveira Managing Director –Havas Creative

Founded: 2013

Heads of company: Elie Haber and Johnny Khazzoum

Number of staff: 35 fusion5me.com +971 4 443 1355 info@fusion5me.com

We are an Agile ROI Media Agency, dedicated to crafting strategies and campaigns that deliver tangible and measurable returns on investment. With agility at the core of our DNA, we maintain a laser focus on data analytics, innovative technology, and a relentless pursuit of optimisation. We stand as your trusted partner in maximising every marketing dollar spent. Our commitment is clear: when you choose Fusion5, you’re choosing a path to success where performance, innovation, profitability, and your bottom line are our top priorities.

TECH PARTNERS: Adjust, Kochava, Google GCP, Funnel.io, Anthropic

SERVICES: Planning and strategy, digital and performance, client leadership, social and community management, media buying, tech integrations, data visualisation and analytics

KEY CLIENTS: ADNOC, Mubadala, DEWA, ADIB, Lotus, Aston Martin, De’Longhi/Kenwood Group, Saudi Games, Sharaf DG, Dar Global, Mai Dubai, Al Ain Farms, Costa Coffee, Sunwhite, Metlife

AWARDS: Campaign Independent Media Agency of the Year 2024 Middle East; MENA Digital Awards – 2023/2024 Agency of the Year

NATALE PANELLA Head of Digital

WHAT LESSONS FROM 2024 ARE WE CARRYING INTO 2025?

2024 was a wake-up call for balance –between technology and humanity. We learned that while AI is a game-changer, it must work in harmony with creativity to truly engage audiences. We also saw that underutilised data and siloed execution held back potential. The key takeaway? Integrate teams, invest in smarter tech stacks, and stay focused on delivering value, not just noise.

WHAT SHOULD LEADERS AVOID IN THE COMING MONTHS?

Leaders should avoid spreading themselves too thin. Not every new platform or trend deserves attention –strategic focus is essential. Growth comes from deliberate focus, not fragmented efforts. Thoughtful action will always outperform reactive tactics.

HOW DO YOU ENSURE YOUR TEAM STAYS AHEAD OF TRENDS?

We prioritise continuous learning through workshops, certifications, and partnerships

with leading ad-tech platforms. Regular knowledge-sharing sessions ensure our team stays informed and adaptable. Each talent develops broad digital expertise while specialising in a specific field to become a champion in their area.

CAN YOU SHARE AN EXAMPLE OF POSITIVE CLIENT FEEDBACK?

Our most meaningful feedback comes from cross-functional teams, such as marketing, IT, and sales, who often have disconnected objectives. When we successfully integrate these functions and deliver measurable ROI, we not only prove our value but also strengthen partnerships and build true connections with our clients.

2025 WILL BE A YEAR OF… strategic expansion. We are driving horizontal growth into gaming and e-sports while building stronger partnerships and exclusive inventory. At the same time, we are expanding vertically into AI-driven acquisition and retention solutions. This approach will unlock new heights in personalisation, conversion rate optimisation, and re-engagement strategies, ensuring we deliver transformative outcomes for our clients.

Johnny Khazzoum Managing Partner

Ramy Mouganie Client Relationships Director

Rudy Haddad General Manager

Natale Panella Head of Digital

Ghida Ismail Media Director

Elie Haber Managing Partner

Founded: 2003

CEO: Amer El Hajj

Number of staff: 750+ (MENA)

Offices: Bahrain, Egypt, Iraq, Jordan, Lebanon, Morocco, Qatar, Saudi Arabia, United Arab Emirates (HQ)

GroupM is WPP’s media investment group and the world’s leading media investment company with a mission to shape the ‘next era’ of media where advertising works better for people. The company is responsible for more than $60 billion in annual media investment, as measured by the independent research bureau COMvergence.

Through its global agencies Mindshare, Wavemaker, EssenceMediacom, and cross-channel performance (GroupM Nexus), data (Choreograph), entertainment (GroupM Motion Entertainment) and investment solutions, GroupM leverages a unique combination of global scale, expertise, and innovation to generate sustained value for clients wherever they do business.

+971 4 873 6700

Services & Products

Strategy & Consulting: Communication Strategy, Media Planning & Buying, Investment Strategy & Management, AdTech & MarTech Consultancy, Ecommerce, Client Growth & Development, Digital Transformation Consulting

Data & Analytics: Data Solutions & Analytics, Consumer & Market Research & Insights, Attribution Modelling, Effectiveness & ROI Measurement, Economic Modelling

Performance & Activation: Search, Social, DOOH, Programmatic, SEO, SEM, Ad Operations (AdOps)

Content & Innovation: Content Creation, Content Distribution, Content & Innovation Partnerships

Social Media: Social Media Strategy, Social Media Management, Influencer Relations

Other Services: CRM, Experiential, Sports Marketing & Sponsorships, Gaming, Advanced TV, Advanced DOOH, Integrated Video, Integrated Display, Integrated CrossChannel, Acceleration (Always-on Transformation of Marketing Organizations), Copilot (AI Solution)

Founded: 2009

Number of staff: 20+ (MENA)

GroupM Motion Entertainment funds, develops, produces, and distributes premium television, digital content, and award-winning programming around the globe in partnership with the world’s leading producers, talent, networks, and platforms. Get in touch

+971 4 873 6700 mena@groupm.com www.groupm-motion.com

Founded: 2012

Number of staff: 15+ (MENA)

The Goat Agency was one of the first agencies to harness the power of influencer marketing for brands and have delivered thousands of campaigns for brands across Instagram, TikTok, YouTube, Twitch and more. We see influencer as a full-funnel marketing channel, and we work with clients to devise strategies that will meet their objectives.

Get in touch

+971 4 873 6700 mena@groupm.com www.goatagency.com

Patricia Abi Fadel Head of Investment GroupM, MENA

Vivian Subrata Associate Director The Goat Agency, MENA

Amer El Hajj CEO Alan Azar Regional MD CX, Data & Tech

Hicham Auajjar Regional MD Practices & Solutions

Laura Gleadhill General Manager Keyade MENA

Mindshare is a media services agency that accelerates Good Growth for its clients in the age of transformation. The solutions we create are both Good for consumers and drive Growth for our clients.

We were the first purpose-built agency created by WPP and today we are 10,000 people working in 116 offices in 86

Wavemaker is a top five global media network. It’s roster of products and services has been built with a single aim – to positively provoke growth for clients and our people through our new operation system consisting of 3 speeds of growth. We are continually developing our offer to deliver growth in a fast-changing consumer world. Many of our most progressive capabilities are core

Marc Ghosn CEO Marie Abiad Regional Strategy Director

EssenceMediacom is GroupM’s newest and largest agency, committed to delivering breakthroughs for brands in the New Communications Economy. It has disrupted the old models across media, creative, innovation and analytics to find new opportunities for advertisers and deliver truly integrated media solutions.

Abdalla El Abd Regional MD

Alex Jevons Regional MD Operations

Founded: 1999

Regional MD: Samer Majzoub Number of staff: 250+ (MENA)

countries, helping to drive Good Growth for our clients, our people, the industry and the world.

Key Clients

Alat, Arab Bank, Danone, du and Virgin Mobile, Ferrero (Levant and Morocco), Henkel, Inma Bank, Mondelez (Morocco), New Murabba, NHC, Nova, Ooredoo Qatar, Property Finder, Qatar Airways, Qatar National Bank, Qatar Tourism, Red Sea Global

Get in touch

+971 4 454 7494 mena@mindshareworld.com www.mindshareworld.comx

Founded: 2017

CEO: Marc Ghosn Number of staff: 250+ (MENA)

to clients, including ecommerce, content and precision marketing. Our leading global consultancy has experts to solve any communications challenge, from go-to-market ecommerce strategy to digital transformation.

Key Clients

Amazon, Colgate, Darwish Holding, DiDi, Dubai Islamic Bank, Edita, Friesland Campina, GIG, Honor, Huawei, L’Oréal, McCain, Nestlé, Netflix, Perfetti Van Melle, Total, Yahsat

Get in touch

+971 4 450 7300 mena@wmglobal.com www.wavemakerglobal.com

Founded: 2023

Regional MD: Abdalla El Abd Number of staff: 250+ (MENA)

Kim Mascarenhas Head of Strategic Insights

Our ‘breakthrough’ ambition is underpinned by our commitment to ‘continuous learning’. We aim to ensure our people fulfil their potential by investing in their wholeperson wellbeing, careers and capabilities, which in turn

Key Clients

Adidas, Bayer, The Coca-Cola Company, Etisalat (Egypt), Google, L’Oréal (Egypt), Mars, ORA, PlayStation, Qiddiya, Richemont, Vodafone

Get in touch

+971 4 449 4700 mena@essencemediacom.com www.essencemediacom.com

Samer Majzoub Regional MD Sary Richat Strategy Business Director

Flourish

Founded: 2004

Head of company: Ian Reeves (Managing Director) enquiries@flourishworld.com

Flourish is an independent, specialist CRM agency dedicated to empowering and supporting businesses to implement customer journeys that deliver a positive return on investment.

SERVICES: Customer journey planning and strategy, CRM consultancy, CRM Management, creative service, performance marketing.

KEY CLIENTS: Nissan, Infiniti, Twitch, Sure Petcare, Drax

Gamned! MEA

Founded: 2009 globally, 2016 in MEA

Headquartered: Paris - France

Head of company: Yves-Michel Gabay (MD - MEA)

Number of staff: 250 globally, 10 FTE in MEA gamned.com +971 4 442 7307 contactmea@gamned.com

SERVICES: Digital media consultancy, digital media planning and buying across all platforms (programmatic display, social media platforms, specialised and audio platforms, connected tvs, DOOH, in-game, sea, seo, and drive to store), performance guaranteed campaigns (CPVisit, CPL, CPO, CPS, …), dynamic creative optimization, audit and brandlift surveys

KEY CLIENTS: Al Tayer Group, Riot Games, Napco, Tim Hortons

Founded: 1976

Head of company: Reham Nader Mufleh Number of staff: 200+ ( In ME) fcb.com +971 55 744 2241; +971 4 332 3304 info@horizonfcb.com; reham.mufleh@horizonfcb.com

FP7McCann

Founded: 1967

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

FP7McCann provides fully integrated marketing solutions, advertising and digital services with offices across the region.

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

IAS Digital

Founded: 2006

Head of company: Ali Asgar Mir zameer@iasmedia.com, Sunder@iasmedia.com +9714475760 / +971557073113

At IAS Media, we are a leading media-tech company and one of the largest media concessionaires in the MENA region, specialising in digital solutions. Representing over 420 premier global digital publishers and platforms, we offer AI and data-powered digital advertising solutions, retail media, international media, connected tv, ott, performance marketing, rich media experiences, and customized content strategies.

KEY CLIENTS: Adnoc, Saudi tourism, Neom, Mubadala, Masafi, Western union, Al Ain Farms, Carrefour

SERVICES: Strategic media planning, online-offline integration, Retail Media solutions, AI-powered digital advertising, performance marketing, Connected TV & OTT, rich media experiences, custom content solutions, and a premium programmatic network.

Horizon FCB is a creative digital agency. We understand that activating business is critical, and so is building brands for the long term. We build brands that are both timely and timeless with creativity fuelled by diversity, data and technology to drive big business success. We believe that creativity is truly an economic multiplier and that brands can unlock it across everything they do. Whether it’s digital advertising, content creation, branding/design, performance or retention – we build a powerful strategic advantage over our clients’ competitors.

SERVICES: Marcom and adtech, strategy, branding and identity, integrated communication, digital and social comms, content creation, gaming, online and on-ground activations, retail and shopper experiences, rapid pace production, innovation and technology

KEY CLIENTS: Visa, Haleon, Centrum, Lipton, Total Energies, Moniify, DEF, Boeing, Dubai Tourism, DHL, Boeing

AWARDS: Multiple awards in creative festivals such as: Cannes Lions Festival, The One Show, The Clio Awards, D&AD, Loeries, Cresta Awards, The Andys, Dubai Lynx, Gerety Awards, Kinsale Shark Awards and LIA.

Reham Mufleh Managing Director

Mazen Jawad CEO

Munther Al Sheyyab Head of Planning & Strategy

Mariam Adel Head of Production & Creative Services

Mohamed Bareche Executive Creative Director

Nimesh Doshi Head of Finance

iMetric

Founded: 2017

Head of company: Saad Sraj Hello@iMetric.net

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

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

The Inhouse Agency

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

SERVICES: Digital advertising, website design and development, SEO, social media management, e-commerce strategy

KEY CLIENTS: Dubai Airports, Mitsubishi, Koita, The Access Bank UK, Hurley Medical Center, Sharjah Government Bureau, Citizens, Posh, Abaya Lab, The Insight Track

Inca Tanvir Advertising

Founded: 1976 inca@eim.ae incatanvir.com

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

Innocean Worldwide Middle East & Africa

Founded: 2005 (global); 2015 (Dubai) Head of company: Chang Jo Yoo cyoo@innocean.com

SERVICES: Brand strategy and planning; creative solutions; digital marketing; experiential marketing and activations; media planning and buying

Founded: 1975

Head of company: Lara Arbid

Number of staff: 250 +971 4 445 4040 info@initiativemena.com

Initiative is a full-service media and communications agency that unlocks business growth for the world’s most ambitious brands. We believe in the power of media to reshape our industry and orchestrate a brand’s entire consumer experience. We do this through Fame and Flow. Brand Fame is built through widespread awareness, recognition and interest among a defined audience and the general population. Customer Flow is built through enjoyable, engaging, and seamless experiences across CX, content and media from beginning to end. It connects every step of the customer lifecycle. When brands unite people in culture, they build fame; when brands connect individuals to their unique journeys, they build Customer Flow. Awarded Great Place To Work® in 2024 and 2025.

TECH PARTNERS: Adjust, Kochava, Appsflyer, Zapier, Oracle, Google, Datorama, Asana

SERVICES OFFERED: Digital media strategy and activation, media services, communications planning, interactive media, market research, consulting, sports and entertainment, client advice, communications design, social media, partnerships, performance media, data and tech, commerce

KEY CLIENTS: Miral Destinations, e& (Etisalat and), Americana, Unilever, COTY, Aldar Properties, IKEA, Riyadh Air, Bayut, Dubizzle, IFFCO, Deliveroo, MSD

AWARDS: Media Network of the Year – Dubai Lynx; 45 MMA Smarties (38 MENA Smarties Awards, 6 Smarties Global, 4 Smarties MEA); 18 MENA Effies; 1 MENA Digital Award; 4 MENA Search Awards; 1 Internationalist; 1 Festival of Media Global

Milad Karam CFO MENAT

Nameer Abou Ismail General Manager KSA

Lara Arbid CEO MENAT

Ryan Fletcher Regional Head of Data & Tech MENAT

Yasmine Hussein General Manager UAE

Nour Saleh General Manager Egypt

Founded: 2010

Head of company: Wassim Bassil

Number of sta : 67

Interestingtimes.com

+961 1 653 809; +971 4 5140873 info@interestingtimes.com

Interesting Times is a full-service marketing solutions agency o ering expertise in creative design and content, technology, media (traditional and social), and strategy and planning. Our comprehensive solutions include brand repositioning and development, e-commerce consulting and services, digital activations, content creation and integrated campaigns. Our technology services encompass front-end and back-end development, mobile app development, CSS coding, UX/UI design, content management systems (CMS), and search engine optimisation (SEO). In the social media domain, we provide content development and production, content planning, customer care and community management, social listening, monitoring, and performance reporting. Our strategy and planning o erings include in-depth research and analysis, marketing communication strategies, brand tracking and brand positioning strategies. At Interesting Times, we combine creativity, innovation, and strategic thinking to deliver transformative solutions that help brands thrive in an ever-evolving market.

SERVICES: Branding and marketing consulting, advertising and media, e-commerce and technology

KEY CLIENTS: Oliver Wyman, Red Bull, Red Bull MOBILE KSA, Red Bull MOBILE by Zain Kuwait, TikTok, The Founders O ce Ministry of Presidential A airs, Abu Dhabi Early Childhood, TikTok, SANTAFOO, Future Networks Telecommunications, Balady, Al Fu aim Real Estate, NEO Space Group, NHC

LEADERSHIP PANEL

AWARDS: Dubai Lynx 2012 – Media, Interactive, Design; Dubai Lynx 2013 – Media, Interactive; Pikasso D›Or 2018 – Digital Gold, Grand Prix E e Awards MENA – 2011 2012, 2015, 2019; Cannes Lions 2019

CEO & Partner

WHAT ARE THE TOP LESSONS FROM 2024 THAT WE’RE TAKING INTO 2025?

In 2024, we learned the importance of adaptability and leveraging transformation as a growth driver. Our focus on integrating technology with creativity allowed us to navigate challenges while staying true to our clients› evolving needs. We realised that collaboration – both internally and with clients – combined with a commitment to measurable impact, sets the foundation for long-term success.

WHAT DO LEADERS IN THE DIGITAL ECOSYSTEM NEED TO AVOID IN THE MONTHS AHEAD?

Leaders in the digital ecosystem need to avoid complacency and over-reliance on traditional metrics or strategies that no longer resonate with evolving consumer behaviour. The pace of technological advancement and shifts in audience expectations demand agility and foresight. At Interesting Times, we’ve seen how neglecting the importance of personalisation and authentic engagement can weaken a brand’s impact. Leaders should steer clear of one-size-ﬁts-all approaches and instead prioritise tailored experiences that reﬂect the values and interests of their audiences. Another pitfall to avoid is underestimating the importance of ethical practices in

data usage. Transparency and respect for user privacy are non-negotiable in building long-term trust with consumers.

HOW DO YOU MEASURE AND DEMONSTRATE THE SUCCESS AND ROI OF YOUR DIGITAL MARKETING CAMPAIGNS TO YOUR CLIENTS?

Success is measured through a combination of performance metrics, consumer engagement levels, and qualitative feedback. We use a robust analytics framework to provide dynamic dashboards that align with each client’s KPIs, ensuring transparency and clear ROI tracking.

We take a data-driven approach to campaign success, starting with clear KPIs tailored to each client›s objectives. Using advanced analytics tools, we track real-time performance, identify key trends, and adjust strategies where necessary. At the same time, we integrate qualitative insights – like customer feedback and brand perception shifts – to provide a 360-degree view of ROI.

2025 WILL BE A YEAR OF …

Transformation and breaking boundaries. At Interesting Times, 2025 is about embracing the opportunities that come with working across borders and collaborating with talent from around the globe. By fostering a diverse and inclusive ecosystem, we aim to deliver bold creative work that brings business results to our clients. It’s a year where transformation goes beyond our strategies – encompassing how we connect, how we innovate, and how we empower people to bring their best selves to every project.

Ashraf Mansour Chief Strategy O cer & Partner

Wassim Bassil CEO & Co-Founder

Lara Safar Chief Operating O cer

Sally Alzaza Regional Creative Director Jimmy Francis Creative Director & Partner

Alex Lopez Digital Media Director

INDUSTRY SNAPSHOT

WASSIM BASSIL

Founded: 2022

Head of company: Mike Alnaji

Headquartered: Dubai, United Arab Emirates

Number of staff: 20+ imfluence.ae

+971 4 565 4455 info@imfluence.ae

Imfluence is a digital-first agency redefining how the world connects, engages, and reacts. Headquartered in Dubai, with key offices across the region, we empower B2B and B2C brands to unlock their full potential online. Imfluence’s expertise lies in simplifying communication and content strategies to build awareness, shape public perception, and deliver measurable results. Whether it’s amplifying brand presence or driving impactful ROI, Imfluence crafts solutions that resonate – every single time.

SERVICES: Creative, social media, influencer marketing, content production, C-level branding and reputation management

KEY CLIENTS: ADNOC, Aldar, Cenomi, XTB, ADCB

MIKE ALNAJI Chief Executive Officer

WHAT ARE THE TOP LESSONS FROM 2024 THAT WE’RE TAKING INTO 2025?

If anything, 2024 has proven to me personally a value that I’ve always struggled with finding as an employee in most workplaces: being valued over the bottom line. In 2024, we’ve doubled down on our ‘People First’ value at Imfluence, and it’s been rewarded through higher employee retention rates, higher customer satisfaction, and an increase in revenue. We’ve seen firsthand the impact of leading with purpose over profit. It’s a principle often talked about in marketing but rarely acted upon. For us, it’s a commitment, not just a concept.

HOW DO YOU ENSURE EVERY MEMBER OF YOUR AGENCY REMAINS AT THE FOREFRONT OF EMERGING DIGITAL TECHNOLOGIES AND TRENDS?

It’s quite simple: we spark, instil, and reward curiosity within each team member. We believe that curiosity is the number one driver for staying relevant, and it’s something we encourage through practice, trial, and error. It’s what differentiates a good team from an amazing one, and it’s how we ensure we deliver the latest and greatest for our clients. Of course, we also ensure everyone is up to date through industry events, workshops, and investing in the team’s knowledge and learning

through Imfluence Academy—our internal and external platform to help people learn new skills and stay relevant.

CAN YOU EXPLAIN EXAMPLES OF WORK FOR WHICH YOU RECEIVED POSITIVE CLIENT FEEDBACK?

One of our recent success stories comes from a global e-commerce brand looking to help marketplace sellers expand in key GCC markets. Working closely with the platform and marketplace sellers, we crafted a strategy leveraging a mix of digital channels to drive growth. The results? An impressive 1.3x average increase in sales across the board. But beyond the numbers, what truly stood out was the client’s appreciation for our agile approach—our team’s ability to adapt in real time, ensuring every decision was driven by data and aligned with their goals to maximise ROI.

HOW DO YOU MEASURE AND DEMONSTRATE THE SUCCESS AND ROI OF YOUR DIGITAL MARKETING CAMPAIGNS TO YOUR CLIENTS?

At Imfluence, success is defined by our clients’ vision. We don’t just track numbers; we track impact. Our in-house proprietary reporting technology provides clients with real-time insights, allowing them to monitor campaign performance across multiple channels— organic social, performance marketing, and influencer collaborations.

Ahmed AlMarzooqi Chief Content Officer

Mike Alnaji Chief Executive Officer

Jacobsons Direct

Founded: 1986

Headquartered: Dubai jacobsonsdirect.com info@jacobsonsdirect.com +971 4 337 7737

SERVICES: Customer relationship management (CRM) strategy and solution, market research, data management and analytics, direct and digital marketing, customer experience management, CX listening and measurement, in-house call centre, profiled mailing lists

LemonHQ

Founded: 2008 Heads of company: Husain Mohsin, Hussain Akhtar lemonhq.io info@lemonhq.io

We’re Lemon HQ. A forward-focused strategic partner to enable enterprise brands to compete and win across rapidly emerging digital ecosystems. From defining the path to your digital future to optimising across brand value chains, we enable brands to innovate and stay ahead of change. Lemon specialises in modernizing brand, market, and product portfolios to enable digital offerings, platforms and services.

SERVICES: Customer experiences and design, business modernization, digital portfolio management, enterprise applications, technology & aws consulting, web and mobile product development, e-commerce.

KEY CLIENTS: Abdul Latif Jameel, Informa Connect, Abbott Laboratories GmbH, Samsung, Dubai Police, Liva Insurance, Oman Oil, Damac

Kreata Global Brand Communications

Founded: 2010 info@kreataglobal.com

SERVICES: Social media marketing; digital advertising; e-commerce marketing and development; performance marketing; web design and development

Like Digital & Partners

Founded: 2011 Heads of company: Richard Mogendorff, Karl Escritt and Alex Tovey karl@like.digital

SERVICES: Global e-commerce launch and strategy, digital transformation, user experience, conversion rate optimisation solutions, digital strategy

Larmo – Creative Marketing Factory

Founded: 2014

Head of company: Mohamed Elghazaoui mohamed@larmoagency.com larmoagency.com +212 6 61 26 81 09

A full digital service agency focused on data, innovation and creativity, operating in Morocco and Africa.

SERVICES: Social media management, e-commerce, media buying, content creation, digital activations

The Loop

Founded: 2018 Heads of company: Rachel Lloyd; Naheed Maalik info@the-loop.me

SERVICES: PR management; content creation; brand development; marketing and communications strategy; media buying

Marr-keting

Founded: 2021 hello@marr-keting.com

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

LB+ logicBureau plus

Founded: 2019 Head of company: Emad Eltahan emad@lbandg.com

SERVICES: Creative platforms; branding; digital campaigns; content creation

Maverick

Founded: 2019 info@maverick-me.com +971 4 770 7750

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

Founded: 1971

Head of company: Dani Richa

Number of staff: 700+ impactbbdo.com

+971 4 412 0800 info@impactbbdo.ae

Part of the global Omnicom Advertising Group and BBDO network, IMPACT BBDO was established in 1971 and offers comprehensive and integrated marketing communication solutions, covering a wide and prestigious base of global, regional and local clients. Our mission is to create and deliver the world’s most compelling commercial content across all mediums and screens.

TECH PARTNERS: Adjust, Kochava, Google GCP, Funnel.io, Anthropic

SERVICES: Advertising, brand and identity development, corporate reputation management, digital marketing, event marketing, integrated project management, marketing communications, marketing science, performance marketing, production, social & content marketing, shopper marketing

KEY CLIENTS: Aramco, ASMO, Burjeel Hospital, DAFZA, Department of Economy & Tourism, DP World, Economic Development Board of Bahrain, Etihad, Government Media Office,Google, H&H, Ithra, Nakheel, One&Only, Ora, PepsiCo, Public Investment Fund (PIF), P&O Ferries, Ras Al Khaimah Tourism Development Authority, Royal Commission for AlUla, Sadia, Shamal, Starbucks, Unilever

AWARDS: 2024: Cannes Lions – MENA Network of the Year; Cannes Lions Creative Rankings - No.1 Agency in MEA; Loeries – MENA Agency of the Year; Campaign Global – Best Network Middle East and Africa; WARC Creativity 100 – No.1 Agency in MEA; Adfest – No.1 Agency in MEA; Mad Stars – No.1 Agency in MEA; Andy Awards – No.1 Agency in Middle East; Gerety – Middle East Agency of the Year; Communication Arts – No. 1 Agency in Middle East

Founded: 2000

Head of company: Dani Richa Number of staff: 100+

impactproximity.com

+971 4 412 0800 info@impactproximity.com

Part of the Impact BBDO Group, Proximity is a digital experience and technology agency focused on what’s next. We design and deliver digital ecosystems, platforms and products for some of the region’s most iconic brands. Our websites and apps are used by millions of people every day.

TECH PARTNERS: Microsoft Azure, IIS, AWS, Cpanel, Sitecore, Optimizely, Strapi, Salesforce, Umbraco, Wordpress, Webflow, Sitefinity, Figma, Adobe Creative Cloud, Hotjar, Google Marketing Platform, Power BI, Oracle, Akamai, Mailchimp, .Net, React, PHP, IOS and Android native, OpenAI, Chatbot

SERVICES: Experience design, market research and competitive analysis, SEO & CRO (conversion rate optimisation), UXdiscovery, audit, personas and journey mapping, accessible digital design systems, visual and motion graphics, interactive prototyping, digital content development, user testing and UX optimisation, CMS strategy and implementation, mobile app development, chatbot development, full-stack development, API development and integration, analytics strategy, business intelligence (bi) solutions, data visualisation, predictive analytics and machine learning

KEY CLIENTS: Dubai Tourism, Dubai Islamic Bank, Capital Bank of Jordan, UAE Government Media Office, ASMO, Sadia, Shamal Holding, Baccarat Hotel & Residences, H&H, Eden House / Eden Hills, John Hopkins Aramco Healthcare, Frontend, The Knowledge Group

Chirine Kordahi Group HR Director

Ghassan Kassabji CEO, UAE and Chief Growth Officer MENA

Sebastian Roland Group Head of Strategic Planning Dani Richa Chairman EMEA and Group CEO

Jad El Rabahi Managing Director

Mamdouh Alfred Chief Finance Officer

Ali Rez Chief Creative Officer, MENAP

Shadi El Mourad VP Strategic Partnerships

Stacy Andersen VP Innovation / General Manager Impact Proximity

Cecile Robertshaw Creative Director

Johannes DeBeer Executive Creative Director

Andrew Peacock General Manager

Media Mileage

Founded: 2012

Head of company: Usman Qayyum usmanq@mediamileage.com +971 4 4558431

Media Mileage is a full-service mobile marketing firm in Dubai. We are a team of experienced mobile strategists who share a passion for creating mobile user experiences.

SERVICES: SMS marketing; mobile video marketing; mobile application marketing; mobile couponing; Bluetooth marketing

NAAS Digital

Founded: 2015 naasdigital.com hello@naasdigital.com

A true digital partner for your brand or organisation, generate leads for your business, enhance your current digital assets, or create awareness online with our digital team.

SERVICES: Digital asset development; UX/UI; performance marketing; digital branding; social media

Mojo

Founded: 2005

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

A brand communications agency that gets digital. A digital agency that gets design. A design agency that gets social. A social agency that gets content. A content agency that gets advertising.

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

Netizency

Founded: 2013

Heads of company: Fadi Khater, Michael Maksoudian HQ: Dubai, UAE hello@netizency.com

SERVICES: Strategy, content creation, social media management, digital media buying/planning and listening & analytics

KEY CLIENTS: McDonalds, Visa, TikTok, Lenovo, Motorola and ENBD

Founded: 2021

Headquartered: Riyadh

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

LeadGen is a client-centric digital performance agency that has achieved significant milestones, partnering with leading brands in the Saudi market. Our success is driven by a team of digital media strategists and digital experts, empowered by progressive technology and a relentless focus on data-driven innovation. We specialise in bridging the gap between where our clients are today and where they aspire to be, transforming ideas into impactful digital masterpieces. With a unique blend of creativity, cutting-edge technology, and industry best practices, we bring the essence of marketing to life.

TECH PARTNERS: Adjust, Kochava, Appsflyer, Zapier

SERVICES: Digital performance marketing, strategy and planning, technology consulting and implementation, data analytics, content and partnerships

KEY CLIENTS: Sports for All, Saudi Motorsports Company, Salam Telecom, IAB – Biennale, Unified Group

AWARDS: Athar Awards: Best innovative campaign - Highly Commendable – SFA; Best not for profit - Highly Commendable – SFA; Best Governmental - Winner – SFA; Business growth team of the year - Winner

Bachir Bouchakra Investment Director

Elie Zenieh Managing Director

Rasha Mansour Head of Strategy & Analytics

Founded: 2019

Head of company: Karthik Kumar, Managing Director

Number of staﬀ: 30 kinesso.com/ +971 4 445 4188 infomena@kinesso.com

KINESSO is the data, product, and technology-driven marketing agency that sits at the very heart of IPG Mediabrands, unifying the complex nature of a brand’s media, data, audience, analytics, and creative architecture to realise the true value of its marketing. We deliver real intelligence for our clients, leveraging our unique AI, data science, martech, analytics, SEO, product and experimentation capabilities. We have extensive offerings spanning across performance marketing, data, and technology. Fuelled by a deep understanding of consumer behaviour, we offer an end-to-end marketing engine of planning and optimisation while also delivering on data-driven strategy for media, creative, social platforms, actionable growth in e-commerce, and creating curated marketplaces specific to each client’s function and needs.

TECH PARTNERS: Google, Tealium, Sitecore, Meiro, Oracle, Segment, Appsﬂyer, Adjust, Firebase, Supermetrics, Lotame, Novatiq

SERVICES: AI and data science, martech, digital marketing transformation, product, consultancy, SEO and content, research intelligence

KEY CLIENTS: Alshaya, Emirates. STC, EmiratesNBD, Dubai Holding, Alhabtoor, American Hospital, Gargash, Burjuman, Talabat

AWARDS: MENA Search 2019; MENA Search 2022; MENA Search 2024 (Finalist)

KARTHIK KUMAR Managing Director

WHAT ARE THE TOP LESSONS FROM 2024 THAT WE’RE TAKING INTO 2025?

Data as a key differentiator: Data continues to be a core differentiator in the media and advertising industry. However, it’s crucial that data is not only collected but also transformed into actionable intelligence. This intelligence must be available at scale, enabling businesses to derive insights and outcomes that drive measurable impact. Leveraging the right technology platforms is essential to make this happen effectively.

AI-driven personalisation at scale: The ability to scale

AI-driven personalisation will be a major factor in 2025. Data science and AI are critical in delivering hyper-targeted experiences across multiple channels. As media and ad platforms evolve, the need for sophisticated algorithms to automate and optimise targeting will increase, allowing businesses to connect with consumers on a more personalised level while driving ROI. Holistic and strategic solutions: Moving forward, it’s essential to deliver solutions with a consultative, strategic approach, rather than focusing on transactional or operational outputs. This means integrating AI and data science into the broader business strategy to create more holistic, long-term solutions that align with both customer needs and company goals.

2025 WILL BE A YEAR OF…

Accelerated AI-driven innovation and data-powered personalisation, truly

integrated through technology platforms that deliver an end-to-end operating system for the marketing and advertising industry. Businesses will leverage advanced analytics and automation to create hyper-targeted, real-time experiences that drive consumer engagement and ROI. We will see a stronger emphasis on creating end-to-end systems that unify disparate tools and processes, from data collection to campaign execution. This integration will be critical for delivering real-time, personalised experiences.

WHAT DO LEADERS IN THE DIGITAL ECOSYSTEM NEED TO AVOID IN THE MONTHS AHEAD?

Let me answer this across four dimensions and highlight what needs to be embraced or pursued, versus what should be avoided:

AI, data, and technology: While AI, machine learning, and automation are transforming industries, leaders who fail to embrace and integrate evolving data, technology, and AI solutions into their core business models face a high risk of falling behind the competition and failing to meet consumer expectations.

Privacy and security: Data privacy and protection policies are fundamental and non-negotiable. Compromising or ignoring them can lead to signiﬁcant reputational damage, ﬁnes, and loss of trust—consequences that are often irreversible.

Consumer expectations: As leaders in data and technology, we must stay attuned to shifting consumer behaviours, which are constantly evolving. This ensures that our platforms, products, and services remain customer-centric and are equipped for personalised experiences at scale.

Talent development: To drive innovation, leaders must invest in skilled talent and continuous training, particularly in the areas of data science and ai. Neglecting this will result in delivering sub-par products and solutions to customers, while also impacting the retention of skilled team members.

HOW DO YOU ENSURE EVERY MEMBER OF YOUR AGENCY REMAINS AT THE FOREFRONT OF EMERGING DIGITAL TECHNOLOGIES AND TRENDS?

We focus on fostering a culture of continuous learning, collaboration, and experimentation. This means regular training and education. We encourage thought leadership, we collaborate cross-department, we partner with the best-in-class technology providers, and we dedicate time for innovation by experimenting a lot.

Mohammed Mohsin SEO & Content Business Director

Karthik Kumar Managing Director

Riddhi Dasgupta Data Science & Research Intelligence Business Director Raouf Ketani Executive Director Martech and Analytics

Oxygen

Founded: 2011

Head of company: Laurent Ross roula.souki@chooseoxygen.com

Oxygen a HubSpot Diamond Partner and AI-enabled digital marketing agency empowers businesses through digital transformation. The firm’s key services include AI-driven solutions, marketing strategy, and CRM integration. With a strategic Dubai hub, Oxygen drives growth in the Middle East, delivering tailored, innovative tools to fast-growing, tech-savvy companies.

SERVICES: Hubspot onboarding, medical marketing, web design and development, AI design, digital strategy

KEY CLIENTS: DMCC, Zest Equity, Globusbs

PivotRoots

Founded: 2016

Headquartered: Mumbai, India

Head of company: Yogesh Khanchandani business strategy officer yogesh@pivotroots.com

SERVICES: Strategy & consulting; digital media planning & buying; UI/IX; search engine optimisation; data & analytics

Pixis AI

Founded: 2018

Head of company: Neel Pandya

Headquartered: USA mrudula.patre@pixis.ai

Pixis is democratising artificial intelligence for marketers, agencies, and creative professionals, helping brands in scaling all aspects of their marketing and augmenting their decision-making in a world of infinitely complex consumer behaviour.

SERVICES: Targeting AI, creative optimisation AI, performance optimisation AI, cross-platform media optimisation, digital media optimisation

Precise Communications

Founded: 2005

Heads of company: Ashik Hasim and Gopal Aswani info@tobeprecise.com

SERVICES: Messaging services (SMS, email and WhatsApp); digital media and performance marketing; website and app development; branding and creatives; events and PR

Founded: 2005

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

At Magna, our mission is to be the driving force behind our clients’ success by delivering unparalleled media and communication solutions across MENA. Our vision is to redefine industry standards, envisioning a future where businesses thrive through a strategic and innovative mindset.

Guided by our commitment to excellence, our ‘Performance Pathways’ planning framework signifies continuous enrichment and evolution of every aspect of our product – technology, processes and most importantly, our people.

The expertise of our dedicated professionals ensures our clients benefit from cuttingedge solutions that yield tangible results. As part of MCN and globally IPG, we offer an immense value of research, tools and competitive rates, capitalised through our group’s clout and buying power. That’s the Magna difference.

TECH PARTNERS: Adjust, Kochava, Appsflyer, Branch, Zapier, Oracle, Adobe, GCP, Datorama, Flashtalking, Salesforce, Microsoft, Google

SERVICES: Digital and traditional media services, integrated media strategy and activation, communications planning, market research, consulting, social media activation, SEM, programmatic media buying, mobile partnerships, analytics and dashboard, dynamic creative optimisation

KEY CLIENTS: Dubai Holding Group, Dubai Properties, Meraas, Jumeirah, Dubai Parks & Resorts, Global Village, Nahdi Medical Company, Subway, Banque Saudi Fransi, Twinnings, Commercial Bank of Dubai, Hitachi, Canon, Dubai Harbour Misk Foundation, Parkin, Mountain View, Al Jaazira Ford, BTC Gold

AWARDS: Best Performance Marketing Agency of the Year, 5 MENA Digital Awards, 1 Search Awards, 2 MMA Smarties

Nameer Abou Ismail General Manager KSA

Karim Masri Head of Digital KSA

Lara Arbid CEO MENA

Santadip Roy Managing Director MENA

Sini Baby CFO MENA

Ahmed Abayazeed Head of Performance

Push MENA

Founded: 2007 hello@pushgroup.ae

Push has won more Google Premier Partner awards than any other agency in EMEA. We were founded in 2007 and work with companies looking to grow quickly.

SERVICES: Paid search, paid social, programmatic, analytics, lead generation, shopping

Radix Media MENA

Founded: 2017

Headquartered: UAE CEO: Mohan Nambiar info@radixmediamena.com

Radix Media MENA is a leading digital agency specialising in performancedriven strategies, innovative content, and cutting-edge technology. From social media management to digital advertising and analytics, we craft tailored solutions that connect brands with their audiences. With a focus on creativity and results, we empower brands to excel in the digital landscape.

KEY CLIENTS: Mediclinic, ADIB, Marks & Spencer, Midea, Amazon Payment Services

SERVICES: Digital strategy, consumer journey mapping, performance marketing, SEO, AI integrations

Quill Communications

Founded: 2010 info@quillmena.com

SERVICES: Public relations, creative, design and production, social media, digital performance marketing

Raw

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

SERVICES: Social media marketing; social media monitoring; website design and development; e-commerce brand establishment and activation; digital media buying; programmatic campaigns

AGENCY NAME : MAGNITUDE CREATIVE FOUNDED : 2022

HEADQUARTERED : ABU DHABI , YAS ISLAND . HEAD OF COMPANY : ABED HAMED NUMBER OF STAFF : 50 + CONTACT : + 971 509886074

EMAIL ADDRESS : BUSINESS @ MAGNITUDECREATIVE COM WEBSITE : MAGNITUDECREATIVE . COM

Magnitude Creative is a young, independent agency born in Abu Dhabi with a people-first philosophy. Breaking the mould of traditional client-agency dynamics, Magnitude focuses its energy on fostering collaboration, building strategic & creative partnerships that ignite growth and transform brands. The agency has grown to megaminds, expanding across Dubai, Cairo, and Riyadh.

Driven by innovation, Magnitude Creative launched Content Masters the region's largest content creators' incubator program, and the Podcast, empowering UAE entrepreneurs and inspiring over million viewers.

SERVICES

Integrated Communications, Influencer Marketing & Consultancy, Social Media,Branding, Production, Podcasts, Digital Media.

KEY CLIENTS

Destination Abu Dhabi, Hardee's, Lunate, ADX (Abu Dhabi Securities Exchange), FTA (Federal Tax Authority), Britannia, IMG Worlds of Adventure, Scotch & Soda, Jubail Islands, Al Rawabi.

Leadership panel

Karim Sherif Executive Creative Director

Alex Ghanem Influencer Marketing Director

Philippe Berthelot Regional Managing Director

Haikal Ben Hamouda Head Of Strategy

Asma Ben Hamra Business Development Lead

RBBi (Red Blue Blur Ideas)

Founded: 2011 info@rbbideas.com

RBBi (Red Blue Blur Ideas) is the only UX-led digital solutions provider in the region to combine an in-house usability lab together with research, design, SEO and digital analytics specialisations. Partner with us for research, testing, design, SEO or analytics and work with some the best international and local talent here in the region.

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

RTB House

Founded: 2012 HQ: Warsaw, Poland natasha.dsouza@rtbhouse.com

RTB House is a global company that provides state-of-the-art marketing technologies for top brands and agencies worldwide.

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

Reach MENA

Founded: 2010 reachmena.com info@reachmena.com

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

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

Science & Sunshine

Founded: 2016 hello@sciencesunshine.com sciencesunshine.com

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

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

Founded: 2021

Head of company: Sir Martin Sorrell, Executive Chairman, S4 Capital

Number of staff: 200 Monks across the MEA region, including in the UAE, KSA and operations in Egypt. monks.com +971 4 514 9510 mea@monks.com

Monks is the global, purely digital, datadriven, unitary-operating brand of S4 Capital. With a legacy of innovation and specialised expertise, Monks combines an extraordinary range of global marketing and technology services to accelerate business possibilities and redefine how brands and businesses interact with the world. With a focus

on client partner business needs and requirements, our localised, specialised talent spans multiple offices in the Middle East: UAE, KSA, and operations in Egypt.

TECH PARTNERS: Google, Amazon, Meta, Microsoft, Adobe, NVIDIA, Sitecore

SERVICES: Digital and campaigns strategy, digital consultancy and advisory,digital communications, platforms delivery, social E2E, experience, data and analytics, brand, technology, AI, marketing transformation, content production including studio, film and production.

KEY CLIENTS: Public Investment Fund KSA, Neom, Qiddiya, Red Sea Global, Department of Health Abu Dhabi, Seven Entertainment, Hilton, Bank of Palestine

AWARDS: Webby Awards – Digital Production Company of the Year (20212024); Business Intelligence Excellence in Artificial Intelligence Awards (2024); AdExchanger’s Programmatic Power Players (2020-24); Adweek’s inaugural AI Agency of the Year (2023); Cannes Lions Top 10 Creative Companies (2022-2023)

Juanita Draude Executive Vice President EMEA, Monks

Sir Martin Sorrell Executive Chairman, S4 Capital

Omar Abou-Ezzeddine Managing Director MEA, Monks

Avinash Menon Vice President of Clients KSA, Monks

Mohammed AlThaher Senior Vice President of Growth MEA, Monks

Wael Eino Vice President of Social and Planning MEA, Monks

Founded: 2018

Head of company: Andreas Skopal, CEO, MENA

Number of staff: 70 - 100 merkle.com

+971 4 447 4996 mena.growth@dentsu.com

At Merkle, we power the experience economy by transforming how brands engage with their customers. Our focus is on growth and business agility, enabling organisations to balance current needs with future aspirations. We provide future-ready technology solutions that align with business strategies, empowering teams to innovate and unlock value.

We prioritise customer-first experiences, personalising every touchpoint across the journey to foster brand loyalty. With a team of more than 1,000 award-winning designers, 4,500 data scientists and 5,000 engineers, we deliver exceptional results globally. Named a global ‘leader’ by top industry analyst firms in many categories, we leverage strategic partnerships to drive transformative outcomes across industries.

SERVICES: Strategy and transformation, data management and governance, data science and AI, cloud solutions, CRM and media services, experience, commerce and loyalty

KEY CLIENTS: Emirates Airlines, DubaiStore, Samsung, Dubai Holding, Nakheel, GOSI, Johnson Control, NEOM, JTI

AWARDS: MENA Search Awards - Agency of the Year (2021, 2022); Most Innovative Campaign; Best Use of Data

ANDREAS SKOPAL

CEO, MENA

WHAT ARE THE TOP LESSONS FROM 2024 THAT WE’RE TAKING INTO 2025?

2024 was a coming-of-age era for Merkle, where we brought our full-service offering to market. We learned the critical importance of agility and adaptability in our strategies. The rapid evolution of consumer preferences and technology highlighted the need for continuous innovation. Moving into 2025, we’ll carry forward our commitment to leveraging data-driven insights, ensuring we remain responsive to market dynamics while enhancing the personalised experiences we provide to our clients. This year, we aim to solidify our position as a leader in the digital ecosystem by delivering comprehensive, integrated solutions that drive meaningful results.

WHAT DO LEADERS IN THE DIGITAL ECOSYSTEM NEED TO AVOID IN THE MONTHS AHEAD?

Leaders must avoid complacency as technologies evolve. Ignoring emerging trends or relying too heavily on past successes will hinder growth. It›s essential to remain open to change and prioritise continuous learning. Additionally, in the AI era, leaders must be vigilant about data privacy and ethical considerations to mitigate significant risks. Keeping an eye on regulatory changes around data usage, AI ethics, and digital transactions will also be crucial.

CAN YOU EXPLAIN EXAMPLES OF WORK FOR WHICH YOU RECEIVED POSITIVE CLIENT FEEDBACK?

We are proud to receive recognition from clients

across the spectrum of industries, services, and scope areas; whether we are providing a longer-term Campaign Managed Services solution delivering on BAU whilst driving innovation or delivering strategic assignments in the CRM and CDP space, helping clients plan, design, and realise the benefits of these solutions.

HOW DO YOU MEASURE AND DEMONSTRATE THE SUCCESS AND ROI OF YOUR DIGITAL MARKETING CAMPAIGNS TO YOUR CLIENTS?

Merkle measures and demonstrates digital marketing ROI by establishing robust data environments, implementing advanced algorithmic attribution modelling, and continuously refining these models. This approach ensures accurate revenue attribution and immediate benefits, leading to better decisionmaking and optimised marketing investments.

2025 WILL BE A YEAR OF …

transformation and connection. As brands navigate a landscape rich with data and technology, they will embrace the challenge of weaving deeper emotional connections with consumers. This year, we’ll witness a shift from transactional interactions to meaningful relationships, where personalisation and empathy drive engagement. At Merkle, we believe this transformation will empower brands to not just meet expectations but to exceed them, forging loyalty that stands the test of time. By embracing data, leveraging AI, and staying true to customer-centric values, brands will thrive in these transformative times.

Mohammed Saeed CXM Strategy Director

Andrew Sawyer Chief Growth Officer

Deepak Mankani Head of Search Engine Optimisation

Elizabeth Snoddon Integrated Project Lead

Keyur Dhavle Analytics and Insights Director

Sameer Poonja Managing Director, Experience & Platforms

INDUSTRYSNAPSHOT

EXECUTIVE LEADERSHIP

performance.

Services: and Adtech/Martech Consultancy

DIGITAL AGENCIES

Annalect, OMG MENA's analytics and technology arm, delivers advanced solutions through data scientists and engineers. Services include dashboards, workflow automation, and machine learning to optimize ad

Contact: requestsmena@annalect.com

Measurement & Predictive Analytics, Audience Strategy, AI-Driven Creative Optimization, eCom Analytics,

Founded in: 2008 | HQ: Hamburg

Services:

With 260+ consultants across 30 locations, TRKKN enhances digital maturity for diverse industries. As a Google Marketing Platform and Cloud partner, we deliver consulting and services to maximize efficiency in a privacy-cen

Contact: info.mena@trkkn.com

With 260+ consultants across 30 locations, TRKKN Marketing privacy-centric ecosystem.

GA Audits, KPI Workshops, GMP & GCP Support, Media Consultancy, Technical Implementation, Cloud Deployment, Digital Transformation, and UX/CO Services

Founded in: 2014 | HQ: Baltimore market share, and profitability.

Flywheel drives growth with tailored commerce solutions in 32 countries. With 2,000+ experts and advanced AI, we unite Retail Media, Operations, and Marketplace Intelligence to turn insights into action, boosting online sales, mark

Contact:

mena@omnicommediagroup.com

Management, D2C & Retail Commerce Implementation, Ful

Services: Management, D2C & Retail Commerce Implementation, FullFunnel Retail Media

Strategic Advisory, eRetail & Marketplace

Founded in: 2012 | HQ: New York changing world.

At sparks & honey, we align brands with the future by staying tuned to culture. Using Q™, our AI-powered cultural intelligence system, we analyze trends, structure data, and score insights daily, helping brands navigate an ever-

Contact: infomena@sparksandhoney.com

Business Transformation, Business Consulting Services, Cultural Trends, Mergers & Acquisitions, Product

Services: Services, Cultural Trends, Mergers & Acquisitions, Product Innovation, Research & Development

Vimal Badiani

Chady

Chief Digital Officer

Chris Solomi

MEDIA AGENCIES AGENCY LEADERSHIP

OMD is the world's largest media network with more than 12,000 people working in over 100 countries, promi what’s next for our clients. As a people-centered organization, we leverage evidence-based data solutions a empathy to create tailored strategies that drive sust

HQ: Dubai han promising to create and the power of sustainable growth.

Services: Transformation/Marketplace Management

Strategic Planning & Investment Management, Performance Marketing, Data and Technology Consulting and Implementation, Analytics and E-commerce Transformati

Contact:

Contact: hellouae@omd.com | +971 4 450 0450

PHD is a global media and marketing communications agency, driven by innovation and creativity. We delive transformative growth by helping our clients outthink, outpace and outgrow their competition, with intelligenc across a next generation network that brings everythi

Founded in: 2006 HQ: Dubai creativity. deliver intelligence connected everything and everyone together.

Services: Creative Optimization

Media Planning & Buying, Strategic Planning, Data Analytics & Technology Consultancy, Social & Content Marketing, SEO, Creative Services including Dynamic C

Services: Acceleration, Martech, and CRM Consultancy

Contact: info.uae@phdmedia.com | +971 4 457 4570 +971 4 450 0450

Pioneering Growth Velocity, Hearts & Science delivers game-changing results through end-to-end solutions th consumer journey and maximize conversions.

Founded in: 2016 HQ: Dubai solutions that simplify the consumer journey and maximize conversions.

Media Planning/Buying, E-commerce, Marketing Science, ROI Modeling, Digital Transformation, Growth

Contact: mena@hearts-science.com |

Rasha

Founded: 2025 Head of company: Saleh Lzeik Number of staff: 34 nurum.com

+966 53 789 8576 sal@nurum.com

We are a marketing agency where science meets creativity. We understand people and create campaigns that resonate deeply. By combining data with bold ideas, we make marketing that’s witty, emotional and leaves a lasting impact. We focus on audiences, analysing trends, and transforming insights into strategies that work. Whether it’s a creative campaign or a digital experience, our goal is to create campaigns that connect on an intellectual and emotional level.

TECH PARTNERS: Proprietary Tools

SERVICES: Creative concepts, strategy and planning, digital and media, public relations, film production

KEY CLIENTS: Saudi Ministry of Culture, MDLBEAST, Netflix, PIF, United Nations, Saudi Ministry of Finance, Saudi eSports Federation

LEADERSHIP PANEL

Abdelmunem AlKafarneh Business Director

Ibrahim Bakkar Client Services Director

Saleh Lzeik Managing Director

Yazeed AlRamahi Strategy Director Ghifar Alem Media & Digital Director

Mohammed AlDaham Head of Copy

Founded: 2005

Head of company: Amit Vyas

Offices: Dubai, Riyadh, London, New York and Melbourne

Number of staff: 150 digitalnexa.com

+971 4 432 9464 support@digitalnexa.com

Established in 2005, NEXA is an award-winning digital growth agency with offices in Dubai, Riyadh, New York, London and Melbourne. Recognised as a Top 1 per cent Elite Tier HubSpot Solutions Partner – and the first in the GCC to achieve this status – NEXA is positioned among the world’s leading HubSpot agencies.

As a founding member of the Digital Transformation Group (DXG), NEXA specialises in delivering measurable digital strategies and business growth solutions. With nearly two decades of experience serving clients in over 30 countries, the agency combines innovation, expertise and a results-driven approach to deliver impactful outcomes for businesses across industries.

TECH PARTNERS: HubSpot, META, Google, Twilio, TikTok, Pandadoc

SERVICES: Digital marketing and strategy, website design and development, social media and performance marketing hubspot and CRM strategy, onboarding and integration, search engine optimisation, performance marketing and conversation optimisation

KEY CLIENTS: PwC, Shell, e&, STC, CBRE

AWARDS: 13 MENA Search Awards, 1 Web Award

AMIT VYAS Co-Founder & CEO

WHAT ARE THE TOP LESSONS FROM 2024 THAT WE’RE TAKING INTO 2025?

2024 was a year of growth for NEXA, both domestically and internationally, but it also provided important lessons. In the age of AI, clients expect greater results in less time and with maximum efficiency. To meet these evolving demands, agencies must prioritise internal efficiencies driven by technology, innovation, and streamlined processes, ensuring continued success in 2025.

HOW DO YOU ENSURE EVERY MEMBER OF YOUR AGENCY REMAINS AT THE

FOREFRONT OF EMERGING DIGITAL TECHNOLOGIES AND TRENDS?

We achieve this through a blend of theory and application. As a top-tier HubSpot partner, our international team benefits from a comprehensive library of certified courses covering the digital ecosystem. Coupled with hands-on strategy development, collaborative learning, and execution, this ensures we stay ahead of emerging trends, technologies, and industry shifts.

HOW DO YOU MEASURE AND DEMONSTRATE THE SUCCESS AND ROI OF YOUR DIGITAL MARKETING CAMPAIGNS TO YOUR CLIENTS?

Our unique approach spans the entire sales and marketing

funnel. By integrating campaigns into clients’ CRMs, we directly link digital marketing activity to sales revenue and customer acquisition. We also track detailed conversion metrics and train sales teams to optimise opportunities, ensuring measurable ROI and greater business impact.

2025 WILL BE A YEAR OF... 2025 will see increased investment in AI across digital marketing to enhance creativity, streamline production, and drive results efficiently and effectively for our clients. It’s all about achieving more, faster and smarter, while embracing innovation to deliver meaningful, measurable, and impactful outcomes for every client we serve.

Andrew Thomas Managing Director

Amit Vyas Co-Founder & CEO

Ravi Vyas Co-Founder & Director

Jatin Mava Co-Founder & Director

Tony Wazen Chief Executive Officer

Joyce Hallak Chief Strategy Officer

Chief Investment Officer

PUBLICIS MEDIA ME LEADERSHIP PANEL

With more than 7,000 employees worldwide and an unmatched global footprint, Starcom provides Human Experiences at scale, offering a seamless coordination and consistency to clients around the world. We put people at the forefront of everything that we do. Through our propriety HX approach, we design Human Experiences that close the gap between what people want and what brands need to grow and thrive. We believe that we combine our deep understanding of people with our unmatched expertise in media, magic happens and experiences get invited in, not filtered out.

Services: Digital & Performance Marketing Solutions, Data, CX, CI, Media Planning/ Buying, Measurement, Content & Social Media

Chief Performance Officer

Head of agency: Ramez Zeineddine, CEO, Starcom ME

Key Clients: NEOM, Dubai Tourism, P&G, Samsung, McDonald’s, Visa, Stellantis, Puig , Saudi Tourism Authority, Dirriyah, Savola, Yango, Arada, Lego, Kellogs ramez.zeineddine@starcomww.com

Social Handles: Starcom Middle East

Spark Foundry is a global media agency brand within Publicis Media, a key division of Publicis Groupe. Spark Foundry’s bold vision harnesses the spirit of a start-up combined with the soul of a powerhouse that melds an entrepreneurial, innovative business approach with the full resources, capabilities and marketplace clout of Publicis Media. With 200 employees across MENA, we leverage the best industry talent to service our clients across the Luxury, Retail, Travel and Tourism, Culture, Banking and FMCG verticals to name a few. Spark Foundry brings HEAT to brands: Higher Engagement, Affinity, and Transactions.

Services: Branded Content, Data & Analytics, E-Commerce, Media Consultancy, Planning & Buying

Head of agency: Alain Brahamcha, CEO, Spark Foundry ME

Key Clients: LVMH, Abu Dhabi DCT, Mondelez, Almarai, Majid Al Futtaim, Saudi Aramco, Louvre Abu Dhabi

Awards: Effies, MMA Smarties culture@sparkfoundryww.com

Social Handles: SparkFoundryMENA

Zenith is the ROI agency, a position we have proudly held true to since 2005. Over the years, we have evolved our definition of ROI, as it has changed with the evercomplicated communications landscape. Powered by our best-in-class proprietary tools and data, our work spans the full spectrum of media communications, from analytics, data and technology to performance marketing, content and superior trading. Our unique way of thinking inspires growth for leading brands across the region and globally.

Services: Digital & Performance Marketing Solutions, Data, CX, CI, Media Planning & Buying, Measurement

Head of agency: Firas El Zein, CEO, Zenith ME

Key Clients: BMW ME, Beiersdorf, Accor, Disney, Bel MENA, Red Bull, Essity, Philip Morris International, Western Union, Reckitt, TikTok, Luxottica, Saudia Airlines, Royal Commission of AlUla, Oman Tel, Ooredoo, Pfizer firas.elzein@zenithmedia.com

Social Handles: Zenith_MENA

Ramez Zeineddine CEO of Starcom Middle East

Donnacha Kinsella Head of Starcom KSA

Amir Antoun Head of Starcom Levant

Alain Brahamcha CEO of Spark Foundry Middle East

Paul Seif Head of Spark Foundry KSA

Nadine Helal Head of Spark Foundry Egypt

Firas El Zein CEO of Zenith Middle East

Hedi Hemaya Head of Zenith Egypt

Nael Halabi Head of Zenith KSA & Kuwait

Ibrahim Kalash Head of Zenith Oman

Rayan Hajjar

Elie Milan

Bashar AbdulKarim Chief Talent Transformation Officer

Bassel Kakish Chief Executive Officer PUBLICIS GROUPE ME&T EXECUTIVE LEADERSHIP PANEL

Houda Samir Chief Financial Officer

Digitas is the regions first true Marketing Transformation & Experience agency, that believes in the mantra ‘Your brand is the experience and the experience is your brand’. At the core, we harness the power of customer data to help drive key business decisions across areas such as Media, Brand and Comms, Martech investments and also Customer Experience.

Services: Media Experiences; Media Strategy, Planning & Buying, Programmatic, SEO/CRO, Paid Social & Advanced Analytics Brand Experiences; Comm’s & Brand Strategy, Content & Social Media Marketing, Creative Campaigns, Design & Brand development Martech & Data Experiences; Technology Roadmap, Customer Data Strategy, Experimentation, Marketing Automation, Personalization, CRM & CDP’s Product & Customer Experiences; CX Strategy, Research, Experience Design, Loyalty Strategy & Implementation, Commerce & DXP’s.

Remman Senior Client Development Director

Epsilon is a global advertising and marketing technology company positioned at the center of Publicis Groupe. We connect advertisers with consumers to drive performance while respecting and protecting consumer privacy and client data. Epsilon accelerates clients’ ability to harness the power of their first-party data to enhance, activate and measure campaigns with confidence. We believe in an open, privacy-first advertising ecosystem.

Services: Epsilon helps clients identify and target consumers, Customer Experience, Data and AI, Strategy and Consulting, Transparency and Measurement.

Srinivas Devulapalli Senior Vice President, MENA

Ashwaq Alshathri Country Managing Director

Joseph Fletcher Vice President, Head of Experience Strategy and Design

Publicis Sapient KSA, the digital transformation business of Publicis Groupe, helps organizations achieve their digitally-enabled future by transforming how they work and serve customers. With a start-up mindset and modern methods, we fuse strategy, consulting, and customer experience with agile engineering and creativity.

Services: Strategy & Consulting, Customer Experience, Technology and Engineering, Enterprise Platforms, Data & AI, Product Management

Head of agency: Srinivas Devulapalli, Senior Vice-President, MENA

Head of agency: Kareem Monem, CEO, Digitas ME

Key Clients: Haleon, Nestle, GSK Pharma, McDonald’s, Dubai Tourism, Emaar dubai@digitas.com

Social Handles: Digitas ME Digitas_ME

Development Director

Head of agency: Elliott Clayton, Managing Director, International Sales

Key Clients: Currys, Deliveroo, Walmart, McDonald’s, Marriott, FedEx, Landmark Group, Alshaya Group, Apparel Group

rajesh.verma@epsilon.com

Social Handles: Epsilon EMEA

Ala Kanan Chief Financial Officer

Deepak Arora Group Vice President, Technology –Delivery Engineering

Aris Senior Managing Director, Strategy Delivery

Key Clients: Neom, ADNOC, Abu Dhabi Executive Office, Saudi Research & Media Group, Department of Culture and Tourism Abu Dhabi, Diriyah Gate Development Authority, Saudi Company for Artificial Intelligence publicissapientmena@publicissapient.com

Social Handles: Publicis Sapient

Kareem Monem CEO of Digitas Middle East

Mounir

Marwan

Elliott Clayton Managing Director, International Sales

Rajesh Verma General Manager

Ali Diouri Business

Natalie Farsiani Digital Solutions Lead

Aya Mneimneh Account Manager

Serviceplan Group Middle East

Founded: 2010 serviceplan-dubai@house-of-communication.com https://house-of-communication.com/int/en.html

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

Starfish Agency

Founded: 2017

Head of company: Amer Massimi, +971 4 457 8678

Info@starfish.agency

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

Socialize

Founded: 2010

Head of company: Akanksha Goel hello@socialize.ae

Born in 2010, Socialize is a leading MENA agency blending media, creative, and digital solutions to drive real-time, personalized marketing. As part of We Are Social and Plus Company, we deliver global expertise with regional impact, helping brands win in today’s always-on, mobile-first, and digitally-driven world.

SERVICES: audience-led strategy & planning, CRM and creative-tech: AR filters, nfts, chatbots etc, community building, influencers campaigns and creator networks, socially-led creative and campaigns, editorial and snackable content

KEY CLIENTS: Advanced Technology Research Council (ATRC), Babyshop, Alshaya, Sephora

Tactical

Founded: 2013

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

Tactical is a social-first creative agency that delivers bold mobile experiences, driving global brands to the intersection of innovation and culture.

SERVICES: Strategy, content, distribution, intelligence

Founded: 2022

Head of company: Abdulaziz Albabtaen

Headquarted: Riyadh

Number of staff: 10+ spexmedia.com +966 58 022 2206 info@spexmedia.com

Spex Media Agency is a forward-thinking partner specialising in data-driven media planning and innovative strategies. Empowered to move minds, we deliver impactful solutions tailored to clients’ goals. Spex blends creativity with precision to drive measurable results across digital, traditional, and experiential platforms, empowering brands to thrive in dynamic markets.

TECH PARTNERS: Google, Amazon, Meta, Snapchat, Smartifai, TikTok, X

SERVICES: Strategic media planning and buying, performance marketing, consumer and media insights/research, mobile

KEY CLIENTS: Esports World Cup, Riyadh Season, Gathern, Ministry of Sports, Riyadh Metro

AWARDS: MMA Smarties MENA/KSA: Gold Award – Data insights/ contexual marketing; Gold Award – Gaming, gamification & esports; Silver Award – Contexual and GEO targeting; Silver Award – Gaming, gamification & esports; Bronze Award – Data insights / Contextual marketing; Bronze Award – Real-time marketing

Abdulaziz Albabtaen CEO

Tareq Alawar Managing Director

Ange Bou Jaoude Head of Media Strategy

Founded: 2000

Headquartered: Dubai

Head of company: Reda Raad, Group CEO tbwaraad.com +971 4 425 8888 info@tbwaraad.com

We are the Disruption® Company, a collective of creative minds with an unlimited creative canvas. We use creativity to help businesses challenge the status quo and capture an unfair share of the future. Named as one of the Middle East’s Most Innovative Companies by Fast Company Middle East in 2024, 2023, 2019, and Adweek’s Global Agency of the Year in 2024, 2022, 2021 and 2018, we are a disruptive brand experience company that uses trademarked Disruption® methodologies to help businesses address their challenges and achieve transformative growth. Our collective is made of passionate, dedicated individuals with expertise across the total brand experience – from retail to social and digital, from B2B to experiential, from innovation to production and from design to content.

SERVICES: Our digital services, rooted in Disruption®, are crafted to drive transformative growth by blending strategy, ideation, and execution. Our offerings include performance marketing, SEO, creative intelligence (AI-powered prediction and analysis), and custom AI solutions. We excel in loyalty-building initiatives, enhancing user engagement and retention through CRM-driven communication. Additionally, we design seamless e-commerce experiences and develop innovative digital products, such as chatbots and tailored web and app solutions, delivering impactful and holistic digital journeys for our clients.

KEY CLIENTS: Abu Dhabi Media Office, Apple, AWR Rostamani Arabian Automobiles, CNN, Commercial Bank of Dubai, du, Essence, Gatorade, Henkel, Hilton, Infiniti, Johns Hopkins, KFC, Meta, NEOM, Nissan, Philips, Pladis

AWARDS: Most Innovative Companies in the Middle East 2024, 2023, 2022 - Fast Company Middle East; Best Workplaces for Women 2024 - Fast Company Middle East; The World’s Most Innovative Companies 2023, 2022, 2021, 2020, 2019 - Fast Company; Great Place to Work Certified 2024; Global Agency of the Year 2024, 2022, 2021, 2018 - Adweek

Founded: 2001

Holding group: Middle East Communication Network (MCN)/ Interpublic Group (IPG) Head of company: Joe Nicolas, CEO, UM MENAT

Number of staff: 460+ umww.com/locations/dubai +971 4 445 4545

UM is committed to empowering brands to their full growth potential through the power of patterns by opening a brand’s aperture and rejecting black-and-white marketing decisions. As the leading global media network in IPG Mediabrands, UM operates in over 100 countries with more than 3,000 people.

In the MENAT region, UM is part of the MCN (Middle East Communications Network) group and stands as the largest network, with 12 offices spanning 11 markets. UM was ranked the #1 media agency in MENA by RECMA in 2024 for the seventh consecutive year.

SERVICES: Consulting, content marketing, data, digital marketing, analytics, influencer management, media buying, media planning, mobile marketing, performance marketing, programmatic, search, gaming, technology solutions

KEY CLIENTS: Emirates, stc, Dyson, Boeing, Nespresso, General Mills, New Balance, Kenvue, McDonald›s, Vodafone Qatar, Egypt Tourism Authority, Orange Egypt, MediaMarkt, Mattel, Sony, Al Safi Danone, American Garden, Hershey’s, İşbank Group, Upfield, Talabat, Al Habtoor Motors, Qatar Foundation

Noah Khan Regional President of Digital & Innovation - CEE, Middle East and Africa

Catherine Bannister Chief Strategy Officer

Reda Raad Group CEO Salwa Elmeniawy Chief Financial Officer

Joe Lahham Managing Director

Muriel Lechaczynski Chief Growth Officer

Susana Tsui Fitzpatrick CEO, UAE

Hanan Tabsh Managing Director, Lower Gulf

Joe Nicolas CEO, MENAT

James Dutton Chief Product Officer, MENAT

Mohammad Mannaa CEO, KSA

Rasha Karim Managing Director, Egypt

Team Red Dot

Founded: 2010

Head of company: Raksha Khimji info@teamreddot.com teamreddot.com

With 15 years of regional expertise, we blend advanced ad tech, data-driven strategy, and deep market insights to help your brand stand out. From real-time analytics to AI-driven optimization, we use advanced tech to elevate on and oﬀ platform experiences for leading global brands. We do more than just run ad campaigns—we create holistic, impactful customer experiences across all customer touchpoints.

SERVICES: data-driven insights and market research, performance marketing, AI-powered ad tech, industry leading mobile marketing, SEM, SEO and app store optimization, website development and CRO

KEY CLIENTS: Etihad Airways, Tata Group, Al Barari, AvaTrade, Hub71, Careem, Savills, Redington, W Abu Dhabi & Yas Plaza

Warriors Truly Fearless

Founded: 2023

Headquartered: Riyadh info@warriorstrulyfearless.com

SERVICES: Digital marketing and communications; digital brand activation; campaign creation; brand and marketing consultancy; brand planning;

Watermelon Communications

Founded: 2001

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

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

The Tribe

Founded: 2006 business@thetribe.com thetribe.com

SERVICES: Web UX/UI and build, content creation, digital marketing, social media, search

Ubrik Media

Head of company: Monash Unny Monash.unny@ubrik.com; Sarfaraz@ubrik.com

SERVICES: Demand generation, digital media, content and inbound marketing, sales and marketing automation, marketing strategy and website development

Wetpaint Creative Digital Solutions

Founded: 2007

Oﬃces: Dubai (HQ), Beirut, Jeddah and Riyadh

Heads of company: Roger Sahyoun and Joy Sahyoun info@wetpaint-mena.com +971 4 453 7711

Wetpaint is a digital ﬁrst agency designed to help brands redeﬁne their digital presence and digital experience.

SERVICES: Digital marketing, social media marketing, web/app design and development, content creation and digital video production, marketing automation

KEY CLIENTS: Aston Martin, Novartis Gulf, Philips, Langnese, Cetaphil, Neurobion, Hasbro Gaming

UP10 Media

Founded: 2022

Head of company: Uptin Saiidi

Headquartered: Dubai info@up10.co

UP10 Media is a video production agency creating impactful, aﬀordable social media content for businesses. They boost brand visibility through UGC-driven videos on TikTok, Linkedin, YouTube, and more.

SERVICES: Strategic consulting and production of UGC videos

KEY CLIENTS: Du, ByBit, Dubai Internet City, City Walk, Aura

Yellow Branding Consultancy

Founded: 2017

Head of company: Mamta Varerkar hello@welcometoyellow.com

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

Founded: 2017

Heads of company: Ahmed Sherbini and Nisha Dembla thinkhuman.ae, +971 50 647 2258 a.sherbini@thinkhuman.ae

As part of Al Gebely Holding, Think Human is an integrated creative consulting ﬁrm that believes strong, creative ideas have the power to connect with consumers and transform businesses. We believe that creativity goes beyond campaigns, platforms, or industries – it is rooted in strategy and insights that solve business challenges, achieve marketing objectives, and spark meaningful connections.

Our expertise spans 360-degree creative solutions, including brand campaigns, ﬁlm production, social, digital, media, events, and more. At Think Human, we don’t just create – we collaborate, innovate, and drive lasting business growth through powerful, results-driven ideas.

SERVICES: Brand campaigns, media, social media content, management, digital campaigns, ﬁlm production, events and activations, inﬂuencer management, website design and development

KEY CLIENTS: One Development, Al Gebely Holding, Al Fanar Gas, BEEAH, Mom Store, Carter’s

AWARDS: MECSR Awards – won for Mall of the Emirates, City Centre Malls, Aldar Retail, Deerﬁelds Mall, Merex - City Walk, The Beach, La Mer; EN Awards –won for Informa Consumer Event, Najah

Ahmed Sherbini Chief Executive Oﬃcer

Nisha Dembla Chief Creative Oﬃcer

Frederic Wehbe

Founded: 2024

Head of company: Nassib Boueri, CEO VML MENA

Number of staff: 215 vml.com/uae

+971 4 450 7200 info@vmlmena.com

At VML, we are a beacon of innovation and growth in an ever-evolving world. With the merger of VMLY&R and Wunderman Thompson, we have forged a new path as a growth partner and a leading creative agency, consultancy, and technology powerhouse.

VML Tech and Enterprise Solutions division integrates deep technology services capability into VML’s core practices of Brand Experience, Commerce, and Customer Experience. The oﬀering is also available directly to clients with best-in-class global scale in consulting, engineering, data, scaled automation, and platform delivery. The comprehensive solution includes VML platform service brands such as MAP,

JAY DESAI

Head of Tech & Commerce

Diﬀ, and Satalia, a leading AI company acquired by WPP in 2021.

The group also brings together longstanding global partnerships with Adobe, Salesforce, Optimizely, Sitecore, Google, Microsoft, Braze, and MACH Alliance, among others.

The centre of excellence and Tech team HQ in Dubai caters to clients across the MENA region.

TECH PARTNERS: Adjust, Kochava, Google GCP, Funnel.io, Anthropic

SERVICES: Our expertise spans the entire customer journey, oﬀering deep insights in communications, commerce, consultancy, CRM, CX, data, production, technology and more.

KEY CLIENTS: PIF, SAB, JCCI, Al Dar, SNB, DCT, FAB, Jotun, Microsoft, Samsung

AWARDS: Leader in The Forrester Waves for global digital experience services and commerce services; Leader in The Marketscapes for worldwide experience design and build services and Adobe Experience Cloud professional services; Creative Business Transformation Cannes Lion – United Rentals Digital Toolbelt and Creative Data Cannes Lion – Tennessee Tourism Laugh Tracker; Dot comm gold award for best corporate website globally.

What are the top lessons from 2024 that we’re taking into 2025?

2024 underscored the power of collaboration, innovation, and a people-ﬁrst approach. We learned that success lies in building strong partnerships – whether with clients, platforms, or tech providers – and leveraging these relationships to drive creative and impactful solutions. Agility proved to be key, as the rapidly shifting digital landscape rewarded those who adapted swiftly to evolving technologies and consumer behaviours.

Equally important was the lesson that authentic connections matter – brands that engaged with consumers on a deeper, human level saw stronger results. Internally, we recognised that investing in employee well-being and fostering a positive, inclusive company culture is vital for sustaining creativity and resilience. Additionally, the importance of responsible marketing stood out, as consumers increasingly value transparency, ethics, and sustainability in brand messaging. Heading into 2025, we’re doubling down on personalisation, meaningful storytelling, agile processes, and prioritising our people to stay ahead of the curve while driving impactful, responsible growth.

What do leaders in the digital ecosystem need to avoid?

Leaders in the digital space need to avoid the temptation of blindly chasing trends or getting swept up in the latest technological advancements without considering their true value. While innovation is crucial, losing sight of real

OLIVER WEST

Head of Customer Experience (CX) - Digital

human insights and the core needs of your audience can lead to campaigns that feel disconnected or inauthentic. It’s essential to balance technology with empathy –using tools to enhance meaningful engagement.

How do you ensure every member of your agency remains at the forefront of emerging digital trends?

We rely on a strong leadership team with a proven pedigree, which plays a crucial role in mentorship and setting a clear roadmap for continuous learning. Beyond this, being part of the WPP network gives us access to global learning initiatives, such as WPP Open, which provides our team with cutting-edge resources, tools, and training programmes. These initiatives ensure that our people remain informed about emerging digital technologies and best practices. Additionally, we tap into WPP’s extensive global network of training programmes and collaborative opportunities, enabling our teams to learn from industry leaders and experts worldwide.

2025 will be a year of … meaningful transformation, where people come ﬁrst – both consumers and employees. Brands will focus on building authentic, personalised experiences rooted in trust and human insight, while leveraging technology as a tool for innovation. Equally, companies will invest in employee well-being and fostering a strong, inclusive culture, recognising that thriving teams are key to driving impactful connections and sustainable growth in an evolving digital landscape.

Faysal AbdulMalak CEO, VML UAE

Nassib Boueri CEO, VML MENA

Ali Imran Asim Head of Technology

Sarah Mahmoud Strategy Director - Digital

Sara Sobh Digital Transformation Director

Elias Aziz Head of PMO

AD TECH GUIDE

Adform

Founded: 2002

Headquarted: Copenhagen hassan.modan@adform.com

Adform is the only global, independent and fully integrated advertising platform built for modern marketing. It provides clients with enhanced control and transparency across their advertising operations, including ownership of all data from their campaigns.

SERVICES: DSP, Ad Server, DMP, DCO Pro, SSP

Adludio

Founded: 2012

Headquartered: London +971 4 425 3300

Adludio is a global, independent creative tech trading desk that specialises in delivering excellent ROI on mobile by marrying brilliant creative, optimised with real-time data and media decisioning. They use that accumulated data and knowledge, in tandem with their proprietary tech and algorithms to design, build and then deliver a premium, creative first, ad experience. Adludio campaigns are delivered on a CPE (cost per engagement) model.

SERVICES: Rich media sensory mobile advertising, data-driven marketing, brand impact optimisation.

Admitad Partner Network

Founded: 2009 Head of company: Alexander Bachmann Headquartered: Germany admitad.com +971554758279

a.rudyuk@admitad.com

Admitad is a partner marketing platform that provides a suite of hi-tech solutions for advertisers, publishers and influencers of all sizes to help them grow their businesses globally with strategic partnerships. More than 100,000 active publishers all over the world can partner with top online brands across 40+ categories.

SERVICES: Partner Marketing, CPA, Performance Marketing, Content Monetization, Media Buying Services

Aleph

Founded: 2005

Head of Company: Gaston Taratuta

Headquartered: Miami, USA

Press@alephholding.com

Aleph is a global network of digital experts and technology driven solutions that enables the growth of the digital ecosystem in 130+ countries, connecting over 26,000 advertisers with over 3 billion consumers. Through sales partnerships with 60+ leading digital media platforms – Aleph empowers businesses and communities in fast-growing markets by building and supplying proprietary technologies with localised solutions, offering local teams of industry and platform experts.

KEY CLIENTS: Big six agencies as well as regional tier 1 and 2 agencies.

SERVICES: Advertising solutions, technology solutions, payment solutions, education solutions

ArabyAds

Founded: 2013

Heads of company: Mahmoud Fathy, Mohammad Khartabil, Gulrez Alam arabyads.com +971 50 659 5787 info@arabyads.com

SERVICES: New user acquisition and conversion, user retention, user monetisation, social commerce, influencer marketing, OEMbased app marketing, programmatic marketing

AstraLab

Founded: 2018

Headquartered: Germany +971 4 425 3300

AstraLab is an in-image contextual advertising solution powered by AI to analyse and process more than 5,000 attributes in real time to determine if brands associate with the editorial text and images in a meaningful and relevant environment before serving the ad.

SERVICES: Contextual advertising solution

Artefact

Founded: 1998

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

Artefact is a next-generation data services provider, specialised in data consulting and data-driven digital marketing, dedicated to transforming data into business impact and tangible results across the entire value chain of organisations.

SERVICES: Data consulting, digital marketing activation, data marketing strategy, adtech/martech consulting

Founded: 2020

Passion For Innovation

Headquartered: UAE

Head of company: Satheesh Kumar Number of staff: 12 adscholars.com +971 52 608 9816 satheesh.kumar@adscholars.com

AdScholars is a versatile marketing partner crafted for today’s dynamic landscape. We support clients in scaling their businesses by expertly executing, managing, analysing, and optimising all types of digital media and marketing efforts, ensuring maximum impact and efficiency across every campaign.

SERVICES: Digital advertising technology solutions

KEY CLIENTS: MCN, GroupM, Publicis, OMG, Media Plus, Publicscreen

AWARDS: MMA Bronze UAE: Amazon Prime - Die Hart; MMA Bronze KSA: Igloo; MENA Digital Awards: Du

Crimtan

Founded: 2009

Head of company: Paul Goad, CEO Head of MENA region: Phillipe Khouri phil.khouri@crimtan.com

Crimtan are the global experts in total lifecycle marketing for programmatic. Launched in 2009, the company’s mission is to be a trusted partner who delivers the most relevant, consented programmatic advertising, that drives exceptional incremental ROI across every stage of the customer lifecycle.

Stephanie Zgheib Head of Sales

Srikanth Rayaprolu CEO & Founder

Satheesh Kumar Managing Director

Meenal Madishetty Head of Operations

Founded: 2005

Headquartered: Paris, France

Head of company: Megan Clarken

Number of staff: 3,500+ criteo.com +971 55 123 0239 g.wajchert@criteo.com

Criteo (NASDAQ: CRTO) is a global commerce media company empowering marketers and media owners to drive better outcomes. Its Commerce Media Platform helps to deliver impactful consumer experiences, from discovery to purchase. Supporting an open internet, Criteo fosters innovation and choice. Learn more at www.criteo.com.

SERVICES: Criteo Commerce DSP, Criteo Commerce Audiences, Criteo Dynamic Retargeting, Criteo Retail Media

TECH PARTNERS: Google, Microsoft, DoubleVerify

KEY CLIENTS: Carrefour, Jumia, Floward, NiceOne, XM.com

AWARDS: AdExchanger’s 2024 Programmatic Power Players; AdWeek 50 (Brian Gleason); Business Insider’s Rising Stars of AdTech (Arnaud Chataignier); 2024 AdExchanger Awards (honourable mention)

Brian Gleason Chief Revenue Officer and President, Retail Media

Todd Parsons Chief Product Officer

Sarah Glickman Chief Financial Officer

Diarmuid Gill Chief Technology Officer

Megan Clarken Chief Executive Officer

Ryan Damon Chief Legal and Transformation Officer

GOSIA WAJCHERT Managing Director, MEA

WHAT EXCITES YOU MOST ABOUT THE ADTECH INDUSTRY AS WE ENTER 2025?

The AdTech industry is at a thrilling crossroads in 2025, where innovation and collaboration are driving a new era of possibilities. What excites me most is the industry’s ability to pivot from complexity to simplicity, unlocking the true potential of personalisation. We’ve moved beyond debating why hyper-personalisation matters—2025 is all about mastering the how.

This year is an opportunity to rekindle the joy of shopping and discovery by creating consumercentric experiences powered by first-party data and AI. Commerce Media is set to shine as it blends data, media, and technology to deliver impactful and privacy-safe commerce moments. At the same time, the industry is embracing collaboration to tackle fragmentation, build trust, and simplify the ecosystem.

The shift towards enhancing consumer experiences while fostering transparency and trust marks an exciting transformation, and I’m eager to see how we, as an industry, shape this new chapter together.

HOW DO YOU ANTICIPATE THE FUTURE OF ADTECH EVOLVING, AND HOW IS YOUR BUSINESS PREPARING TO ADDRESS THESE CHANGES?

The future of AdTech lies in embracing personalisation and an AI-driven combination of data and media to drive commerce outcomes, while ensuring transparency and trust. Consumer behaviour is becoming more nonlinear and always-on, requiring us to adapt to this complexity. At Criteo, we’re focusing on simplifying the ecosystem, enhancing interoperability, and ensuring responsible AI use to prepare for a future where every interaction can be a commerce moment.

HOW ARE ADTECH COMPANIES ADDRESSING INDUSTRY SILOS AND ENSURING INTEROPERABILITY WITH OTHER TOOLS AND PLATFORMS USED BY ADVERTISERS?

Collaboration is essential for breaking industry silos in AdTech. While companies and clients often seek tailored solutions, interoperability with other platforms is critical for transparency and measurement. Industry associations, like the IAB, play a significant role in establishing standards and fostering a more transparent and cohesive ecosystem.

At the same time, AdTech companies must focus on simplifying media buying and selling processes for their clients. Advertisers don’t want to juggle multiple tools to achieve their goals. That’s why at Criteo, we’ve developed our Commerce Media Platform—to integrate data, media, brand safety, and AI seamlessly, delivering better commerce outcomes and creating a unified, user-friendly solution for advertisers.

WHAT ARE THE TOP CHALLENGES THE ADTECH INDUSTRY SHOULD ADDRESS IN 2025?

Key challenges include tackling growing complexity, ensuring data privacy, addressing invalid traffic, and balancing AI’s benefits with its risks. As an industry, we must prioritise consumer trust and simplify processes to make advertising more efficient and engaging. Additionally, adapting to changing consumer behaviours and rising global competition is critical for long-term success.

HOW DO YOU BALANCE AUTOMATED AND HUMAN-DRIVEN PROCESSES IN YOUR STRATEGIES?

Automation through AI is invaluable for efficiency and scalability, but human oversight ensures creativity, ethical use, and strategic alignment. We emphasise leveraging AI for data insights and personalisation while maintaining human-driven decision-making to craft meaningful, consumerfirst advertising experiences.

HOW HAS THE ADTECH INDUSTRY PIVOTED TO ADDRESS AD BLOCKING AND OPT-OUT OF

COOKIES AMIDST GROWING CONSUMER CONCERNS ABOUT PRIVACY AND DATA SECURITY?

The AdTech industry is shifting towards first-party data solutions and prioritising consumer trust through transparency and choice. At Criteo, we’ve led the way by introducing the ad choice icon in all our display ads, providing consumers with greater transparency and control.

Our Commerce Media Solutions are designed to be inherently consumer-centric, connecting data, media, and technology to deliver meaningful, personalised experiences. A key differentiator for Criteo is our ability to bridge the gap between the open internet and walled gardens through our social extensions, enabling seamless shopping experiences across platforms. This ensures advertisers can connect with consumers wherever they are while maintaining privacy and data security at the core of every interaction. By focusing on user needs, respecting preferences, and creating unified commerce moments, Commerce Media delivers impactful and non-intrusive advertising in a privacy-first world.

Deloi e Digital

Founded: 2019

Headquartered: UAE (D.studio) shsawar@deloi e.com

SERVICES: Develop strategies for new growth, build customer engagement from lead to loyalty, architect the business to work for real people, deﬁne brand purpose and take the lead on ESG, one-stop shop for creativity and technology to create be er business futures.

DoubleVerify

Founded: 2008

Head of company: Mark Zagorski, CEO doubleverify.com daniel.white@doubleverify.com

DoubleVerify is a leading software platform for digital media measurement and analytics. Our mission is to make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media.

MENA Partners: Meta, The Trade Desk, Amazon, Instagram, Facebook, YouTube, Snapchat, TikTok, X, Innovid, SpotX, Teads, Reddit, AppNexus, AdForm, Sizmek, Innovid, SpotX, InMobi, Yahoo

SERVICES: Comprehensive coverage across pre and post-bid, veriﬁcation and performance, desktop display and video, mobile web and mobile app display and video, social and CTV.

KEY CLIENTS: Unilever, Amazon, Apple, Amazon, Kraft Heinz, Mondelez, ColgatePalmolive, Dell

Division

Founded: 2022

Head of company: Nabil Moutran

Headquartered: Dubai, UAE dan.moore@division.ae division.ae

Division, launched in 2022, is a digital marketplace platform for gamers to connect with brands for collaboration opportunities. Gamers link their social proﬁles and streaming platforms and make themselves available for brands to identify and select them for content opportunities.

DynAdmic

Founded: 2012

Headquartered: France celine@dynadmic.com dynadmic.com

+971 54 532 0330

SERVICES: Video ads, off-social story ads, contextual targeting (first-party data), keyword precision targeting, targeting in 28 different languages available (including Arabic, Hindi, Hebrew and Russian) in 100+ countries, brand safety, fraud protection, share of voice studies

Evolve by Aleph

Founded: 2015

Head of Company: Mohamed Youssef

Headquartered: Dubai, UAE Evolve@alephholding.com

Evolve, specialises in programmatic advertising and performance solutions; a hub for leading premium advertising technologies oﬀering ultimate cross-channel solutions and integration with third party monitors and major MMPs which caters to advertisers’ demands and objectives. Evolve enables advertisers to achieve their success metrics and can reach, buy, communicate and engage with complex audiences in the most advanced and consolidated way.

KEY CLIENTS: Big six agencies as well as regional tier 1 and 2 agencies. SERVICES: Programmatic advertising, performance solutions

Facelift

Headquartered: Hamburg, with oﬃces in Paris, London, Dubai facelift-bbt.com/en +971 4 551 5746 et@facelift-bbt.com

SERVICES: SaaS social media marketing and management suite, tech solutions for enhancing Instagram stories and AMPs, social listening and monitoring, UGC-management, inﬂuencer marketing, employee advocacy

Inskin Media

Founded: 2009

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

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

Year founded: 2018

Headquartered: Hong Kong, China

Head of company: Charlene Ree No. of Staff: 140 Website: www.eternityx.com

Email:

Marketing: mkt@eternityx.com

Media Inquiry: kelly@eternityx.com Adriana.wang@eternityx.com

Phone: +971 521168474 / +852 3589 6276

EternityX is the leading expert in Chinese media ecosystems and audiences. As an awardwinning, industry-recognised leader with extensive media partnerships, official overseas reseller rights, and advanced AI-driven solutions, we empower brands to connect with Chinese netizens worldwide, driving growth and delivering measurable impact across the entire consumer journey.

Clients: Breguet, HSBC, Hyatt Hotels & Resorts, Mindshare, EssenceMediacom

Services:

PilotX: Our AI-driven precision MarTech programmatic platform ensures cogent targeting and retargeting, helping brands reach the right audience with pinpoint accuracy.

MediaX: Trusted media representation with professional industry recognition, providing customized solutions that meet the unique needs of our clients. NaviX: Comprehensive cross-border consultancy services that navigate the complexities of global markets, helping brands adapt to market changes and achieve sustainable growth.

Tech Partners: Alipay, Douyin, Tencent, Weibo, Xiaohongshu

Awards:

Top Digital - Best Marketing Technology Company of the Year Golden Mouse - Best Digital Marketing Platform of the year

Top Mobile Awards - Best AI Innovation Platform of the Year Zhiniuer - MarTech 100

Tapper

Founded: 2023

Headquartered: Delaware USA nasser@tapper.ai + 971 55784 6294

Tapper automatically gets rid of fake clicks and traffic on all ad platform. It measures the performance of campaigns across platforms and automatically distribute traffic to increase conversions, all in one dashboard.

SERVICES: PPC Protection from advertising fraud, campaign performance measurement, campaign optimization and link and QR code management.

IQ Data

Founded: 2016

Headquartered: Dubai iqdata.ai

IQ Data provides location data-driven products and services for clients in the retail, education, automotive, ad tech and OOH sectors.

PRODUCTS: IQ GeoPlace (geo-location analytics and audience segmentation DMP), IQ Halo (geo-spatial data creation and validation technology), IQ Audiences(custom geo-behavioral audience segments), IQ Wi-Fi (wi-fi analytics)

LexisNexis

Founded: 1970

Headquartered: The Netherlands lexisnexis.ae +971 4 560 1200 adam.hall@lexisnexis.com

As part of LexisNexis Legal & Professional, we are the leading global provider of regulatory and business information and analytics that help professional customers make better decisions, increase productivity and serve clients better.

SERVICES: Media monitoring and analytics, due diligence and compliance, research databases, news media archives, social media monitoring

mCanvas

Founded: 2015

Headquartered: India +971 4 425 3300

mCanvas is a storytelling platform that helps brands emotionally connect with their audiences on mobile screens. mCanvas is creating ‘wow’ moments every day by reinventing formats, building tools and providing a marketplace to run these experiences at scale.

SERVICES: Sensory rich media, storytelling, award-winning ad platform

Founded: 2014

Headquartered: Dubai, UAE

Head of company: Boye Balogun

Number of staff: 50 thisisfuture.com info@thisisfuture.com

Futuretech is a tech-powered digital solutions business. We are always about the next wave and focused on creativity and innovation. We provide media, tech and content solutions to help brands and agencies accelerate in the ever-changing connected world. We are a business with a startup mentality, fuelled by an endless entrepreneurial spirit.

SERVICES: Digital marketing, digital advertising, digital consultancy, influencer marketing, digital content

KEY CLIENTS: WPP, OMG, MCN, Havas, Publicis, Dentsu Aegis

AWARDS: MMA Smarties Award for Impact: Media Cross Platform, digital only – South Africa (2021); 9 MMA Smarties Awards – UAE (2020)

Itohan Izugbokwe Country Director, Nigeria

Boye Balogun CEO, Futuretech Media

Puja Pannum Managing Director, MENA

Zaheida Sayed COO, South Africa

Medialinks

Founded: 2019

+971 4 422 6975 hello@themedialinks.com

We are a Dubai-born agency specializing in mobile app user acquisition, driving growth through innovative strategies and deep market insights. Our regional teams in the UAE, Qatar, China, India, Pakistan, Nigeria, and the UK ensure your app scales globally with unmatched precision and impact.

TECH PARTNERS: Adjust, Appsflyer, Branch, Kochava, Singular

SERVICES: performance marketing, mobile app user acquisition

KEY CLIENTS: IP Vanish, Mashreq NEO, Easy Paisa, Careem, VT Markets, Esimatic, KashKick

MeMob+

Founded: 2018

Heads of company: Ihab El Yaman and Alexandre Hawari

Headquarters: Dubai, UAE marketing@memob.com

MEmob+ is a leading data intelligence and martech company specialising in AI-driven solutions, including location intelligence, market research, and blockchain integration to enhance marketing strategies and maximise return on ad spend (ROAS).

KEY CLIENTS: Dubai Economy & Tourism, KFC, McDonald›s, Visa, Ferrero

SERVICES: Data Analytics, Performance Marketing, Mobile Media, Market Research, Technology

Founded: 2010

Headquartered: London, United Kingdom

Heads of company: Gurman Hundal and Lee Puri

Number of staff: 1332 wearemiq.com +971 58 881 0004 infomenat@miqdigital.com

We’re not your average programmatic media partner. Since 2010, we›ve harnessed the best buying platforms, ad inventory, and audience intelligence in the world. Our technology puts sophisticated AI in the hands of our industry experts, enabling us to deliver first-class service and unmatched performance for brand and agency ad campaigns.

SERVICES: Programmatic, YouTube advertising, CTV and social

TECH PARTNERS: Google, The Trade Desk, Microsoft, Amazon, Pixability

KEY CLIENTS: Holding company media agencies, independent media agencies, brand marketers

AWARDS: AdExchanger Programmatic Power Players, Campaign Tech Awards, The Drum Awards, Digiday Video & TV Awards, VideoWeek European Video Awards

Mediatronic

Founded: 2016

Headquartered: Beirut mediatronic.net

+961 1 813 414

+966 11 279 0700 info@mediatronic.net

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

SERVICES: Mobile advertising, video advertising, display advertising, performance marketing, programmatic solutions

Performena

Founded: 2016

Head of company: Sachin Wawdhane

Headquartered: Dubai sales@performena.com

Performena is a full-service creative adtech Agency, armed with its proprietary in-house technology solutions that ensures desired returns on advertising spends for brands.

SERVICES: Ad Tech Solutions, Brand Consulting, Marketing Strategy & Planning, Cross-channel Media Planning

Lee Puri Global Chief Growth Officer and Co-founder

Wassim Mneimne Managing Director, MENAT

Victor Conkov VP, Operations, Emerging Markets

Petal Ads

Founded: 2018 (Petal Ads); 1987 (HUAWEI

Headquartered: Dubai (regional), Shenzhen (global adsmea@huawei.com

Petal Ads is a leading adtech company, reaching over 4 billion daily ad requests and 360k publishers globally. With advanced data analytics and targeting options, Petal Ads provides untapped audience pools for businesses looking to succeed in mobile advertising.

SERVICES: on-device marketing, DPA shopping ads, smart delivery, video tool in Venus

PiWheel

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

PiWheel is an eCommerce intelligence and consultancy company based in Dubai. Our technology activates data, automates execution, and optimises e-commerce marketing performance for brands in UAE, Saudi, India and Australia.

Founded: 2014

Offices: Dubai, Madrid and New York, among others

Heads of company: Jorge Poyatos and Albert Nieto

Number of staff: 600+ seedtag.com +971 50 554 5995 sherry@seedtag.com

Seedtag, the global contextual advertising company, specialises in privacy-first advertising across the open web and CTV, powered by its contextual AI, Liz. Seedtag enables brands and agencies to discover the most relevant audience interests using a sophisticated contextual graph, fuelled by contextual data from more than 10,000 premium publishers. This capability ensures advertisers reach their audience at the right moment, with the right message. By utilising the power of context to achieve advertisers’ aims across the customer journey, Seedtag creates innovative advertising solutions for all. Founded in 2014, Seedtag has its headquarters in New York City and Madrid, with a global team of 600+ people and offices in EMEA, LATAM, North America and APAC.

SERVICES: Contextual advertising through our in-house contextual AI – Liz, ad placement optimisation, AI-powered insights, performance and branding campaigns, digital advertising.

KEY CLIENTS: Tourism boards, automotive, FMCG

AWARDS: Digiday Media Awards - Best Contextual Targeting Offering (2024)

Project Agora

Founded: 2014 Headquartered: Dubai projectagora.com mea@projectagora.com

SERVICES: (For publishers) automated monetisation, yield optimisation, header bidding, outstream video, content discovery. (For advertisers) brand safety and premium context, results-based media buying options, high-performing native advertising (content & video) formats

PubMatic

Founded: 2006 Head of company: Rajeev Goel, CEO, PubMatic Headquartered: Redwood City, California, USA sadia.akhter@pubmatic.com

PubMatic, an independent technology company, empowers global digital content creators across the open internet to control inventory access and increase monetisation by enabling marketers to drive ROI and reach addressable audiences across ad formats and devices.

SERVICES: Supply side platform, video advertising, mobile advertising, advertising monetisation programmatic

Sherry Mansour Managing Director MENA

Luisa Izquierdo CHRO

Jorge Poyatos Co-Founder and Co-CEO

Albert Nieto Co-Founder and Co-CEO

Kartal Goksel CTO

Dal Gill VP New Markets

Sense-R

Founded: 2016

Headquartered: Dubai sense-r.com

info@sense-r.com

+971 4 277 8522

The leading VR and AR organisation in the UAE. We provide ready-to-activate and custom-built virtual and augmented reality solutions for product launches, conferences and exhibitions, entertainment, CSR, job training and health and safety.

SERVICES: Virtual reality, augmented reality, mixed reality, 360-degree video, web applications

SHAREit Group

Founded: 2015

Headquartered: Singapore mediasales@ushareit.com ushareit.com

+971 56 246 9520

SERVICES: Performance solutions, impact/awareness solutions in display and video advertising formats, retargeting and re-engagement solutions.

Simplifai Labs

Founded: 2018

Headquartered: Dubai simplifailabs.com +971 50 456 8261; +971 52 910 7317 contact@simplifailabs.com

A marketing technology company that places ads alongside the most relevant and brand-safe environment, protecting brand reputation without storing online cookie data. Our deep learning technology captures in real-time websites’ content sentiment and the emotions that triggers in visitors, prior to placing the ad. This has demonstrated 25 per cent improvement in return on ad spends.

SERVICES: Brand safety, high viewability, contextual relevance, cookie-less targeting

StackAdapt

Founded: 2014 HQ: Toronto, Canada stackadapt.com

StackAdapt is a multi-channel programmatic advertising platform used by the most exceptional digital marketers. This state-of-the-art platform is where some of the most progressive work in machine learning meets cutting-edge user experience.

SERVICES: Demand side platform, targeting multi-channel capabilities, campaign management, machine learning and performance optimisation, custom reporting

Founded: 2007

Headquartered: San Francisco

Head of company: Mark Rabe, CEO Number of staff: 400 sojern.com +971 4 585 0741 sojernmea@sojern.com

Sojern is a leading travel marketing platform designed to boost growth and profitability for the travel industry. The Sojern Travel Marketing Platform is a set of easy-to-use software and services that delivers unrivalled traveller insight, intelligent audiences, multichannel activation and optimisation, and a connected guest experience – all in one place. More than 10,000 travel marketers rely on our platform annually to find, attract, convert, and engage travellers. Founded in 2007, Sojern is headquartered in San Francisco, California, with teams across the Americas, Europe, the Middle East and Africa and Asia Pacific.

SERVICES: Adtech/digital marketing, AI powered online advertising for hotels and destinations, travel marketing solutions, programmatic and multichannel, direct booking

KEY CLIENTS: Jumeirah, Accor, Flydubai, Qatar National Tourism Council, Hilton

AWARDS: Sales and Marketing Technology Award for The Sojern Travel Marketing Platform (Advertising Tech category) 2024 - Winner; Best Revenue Partner of the Year SiteMinder Partner Awards 2024 - Winner; Best SaaS Product for Digital Marketing Award 2024 - Winner; HotelTechAwards by Hotel Tech Report, Best Hotel Digital Marketing Agency category globally 2024 - Finalist; Built In’s 2024 Best Places to Work - (1) U.S. Best Midsize Places to Work (2) San Francisco, CA Best Places to Work (3) San Francisco, CA Best Midsize Places to Work 2024 - Winner; TravelTech Breakthrough Awards - Travel Analytics Platform of the Year 2023 - Winner

Manja El Masri

Stewart Smith

Sverre

Tailwind EMEA

Founded: 2013

Headquartered: Dubai tailwindemea.net

welisten@tailwindemea.net

Tailwind EMEA is a Marketing Technology Consultancy and Integrator for Brands, Agencies, and Retailers operating in EMEA since 2013.

SERVICES: Media quality and attention optimization, programmatic media buying, digital media auditing, strategy and planning, media management services

KEY CLIENTS: GroupM, Mediacom, Mindshare, UM, Fusion 5, Unilever, VW, Richemont

Talkwalker

Founded: 2009

Headquartered: Luxembourg contact@talkwalker.com

Talkwalker is a listening and analytics company that empowers more than 2,000 brands and agencies to optimise the impact of their communication efforts. We provide companies with an easy-to-use platform to protect, measure, and promote their brand worldwide, across all communication channels.

SERVICES: Social content ratings, video recognition, customer data, PR & communications, digital marketing

Teads

Headquartered: New York (global), Dubai (regional) teads.com sales-mena@teads.com +971 44 34 42 34

Teads operates a cloud-based, omnichannel platform that enables digital advertising across a global ecosystem of quality digital media. Teads offers a single access point to buy the inventory of the world’s best publishers and content providers.

SERVICES: Programmatic full-funnel platform- DSP & SS, Teads Ad Manager, Teads for Publishers, viewable video and display, CTV

TECH PARTNERS: TTD, DV360, Appnexus Xandr, Amazon, Lotame, IAS, DoubleVerify, Lumen, Nielsen, Scope 3, Neurons

The Commerce People

Founded: 2022

Headquartered: Dubai +971 4 455 3067 info@thecommercepeople.com

PARTNERS: Ignite

SERVICES: eCommerce Services and Technology: PPC campaign management, Amazon marketplace management services, Ecommerce reporting & analytics intelligence technology, Creative ad builds, Website and SEO services.

TTV Programmatic Premium Supply Network

Founded: 2019 Headquartered: Dubai +971 4 425 3300

SERVICES: Programmatic supply, programmatic guaranteed inventory

The Trade Desk

Founded: 2009

Head of Company: Jeff Green, CEO, Founder & Chairman of The Trade Desk

Headquartered: Ventura CA, USA ttd-mena@thetradedesk.com

The Trade Desk is a global advertising technology company that helps brands, and their agencies deliver relevant ads across multiple devices on the open internet. Its self-service, cloud-based platform enables marketers to create, manage, and optimize digital advertising campaigns with major data, inventory, and publisher partners to ensure maximum reach and decisioning capabilities.

SERVICES: Demand-Side Platform (DSP), Koa™, Retail data, Connected TV, Data and measurement

KEY CLIENTS: Amazon, Expedia, HSBC, LVMH, Marriott, Mc Donalds, Pepsi, Reckitt, Stellantis, Unilever, Walt Disney and more.

Unruly

Founded: 2006

Headquartered: London, United Kingdom +971 4 425 3300 unruly.co/

Unruly uses emotional data to deliver brand-safe awesome advertising to 1.2 billion people. We win minds and steal hearts through the power of a datadriven video marketplace.

SERVICES: Premium media, emotional data, brand safety, interactive video ads, unmissable video ads, vertical video, in-stream

VDX.tv

Founded: 2001 (Formerly Exponential Interactive) Head of company: Dilip DaSilva, chairman and CEO hello@vdx.tv amer.attyeh@vdx.tv

VDX.tv is a global video advertising technology company. We help brands magnify the magic of their TV ads by connecting the TV with household members› personal devices and allowing consumers to interact with their TV ads on those devices. Our solutions are specifically designed to address each industry vertical›s unique challenges.

Ve Global

Founded: 2009

Headquartered: Dublin +971 4 425 3300

Ve’s data driven technology products help businesses of all sizes and sectors attract and convert the right audience, with the right message at the right time.

SERVICES: Performance, conversions, programmatic advertising, remarketing

Wise.blue

Founded: 2018

Head of Company: Farshad Dabeshkhoy, MD

Headquartered: UAE apply@wise.blue

An Aleph Group brand, we deliver comprehensive Ads solutions that drive results at scale using smart technology, vertical specific features and dedicated performance experts, empowering advertisers to achieve unprecedented ROI.

KEY CLIENTS: Al-Ghad TV in Egypt, Gamers8 KSA, Asharq News in UAE, Coca Cola KSA, The Chefz KSA, Alinma Bank MENA, Jarir Bookstore KSA

SERVICES: advanced campaign management - autopilot, automation & vertical-specific solutions, custom reporting & advanced analytics, dynamic ads, a/b testing, creative features

Xapads Media

Founded: 2008

Headquartered: India

Head of company: Nitin Gupta (CEO) ramneek@xapads.com; gagan@xapads.com

Xapads Media is a global adtech leader that empowers brands with innovative solutions across CTV, Video, OEM, and Mobile Performance. We reach 1.9 billion users monthly, bridging brands and audiences through compelling storytelling and cutting-edge advertising technology.

KEY CLIENTS: Neom, Abu Dhabi Tourism, BMW, DCM (Department of Tourism and Commerce Marketing), Royal Commission of Alula

SERVICES: Connected tv, performance marketing, programmatic, rich media ads

Founded: 2005 in Singapore, 2013 in Dubai

Headquartered: Singapore and Dubai Head of company: Ross Vietch, CEO Number of staff: 400+ wego.com +971 4 421 9936 mahmoud@wego.com

Wego, the top online travel marketplace in MENA, simplifies travel booking and inspires everyone to explore the world. Millions of users visit Wego monthly to plan adventures, business trips, family vacations and other travel.

SERVICES: Global media solutions and tourism boards partnership solutions

KEY CLIENTS: Holding company media agencies, independent media agencies, brand marketers

AWARDS: Gold in Lynx 2024 on the Film Craft category – together with M&C Saatchi.

WeChat

Founded: 2011

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

SERVICES: Official account development, social media marketing; content marketing, WeChat advertisement, Mini Programs ecosystem, Tencent Cloud

Yango Ads

Founded: 2018

Headquartered: Dubai, UAE Head of company: Evgenii Pavlov eng-ad@yango.com

Yango Ads is part of Yango Group and specialises in providing tech-driven advertising solutions tailored for business growth in the local and global market. We facilitate connections through ad opportunities within Yango ecosystem and partner network. Yango Ads offers services such as analytics, campaign management, monetization, and an advertising network.

KEY CLIENTS: Kerzner International, Aldar, flydubai, Miral, Emaar, Atlantis, Jumeirah

SERVICES: Advertising network in Eastern Europe and the CIS, Advertising on Yango Maps, Retail Media solution, App Monetization, Internal Creative Bureau (ICB)

MENA PARTNERS: Landmark Group, Saudi Tourism Authority, Dubai Department of Economy and Tourism (DET), Experience Oman, Experience Abu Dhabi

Bhaskar Sharma Director Marketplace

Nadine Khaleh Director, Public Relations

Mamoun Hmidan Chief Business Officer

Roxana Nicolescu VP, Brand Marketing & Social Media

Rami Majed Director Tourism Boards Partnerships

Mahmoud Alqaisi Director Media Solutions

TARIQ AL SHARABI

Managing Director of Cicero & Bernay Communication Consultancy

As AI tools like Sora increasingly enter the TV commercial market, brands are eager to innovate. Nevertheless, this drive towards automation risks minimising emotional connections. For instance, Toys R Us faced criticism for its AI-generated commercial, which elicited an ‘Uncanny Valley’ reaction, making consumers feel isolated rather than involved with the toy company. Critics have pointed out that AI-generated

62%

Marketing professionals consider AI essential to their strategies.

MATTER OF FACT

News, views and trends from across the spectrum

SORA’S ‘UNCANNY VALLEY’ OF ADVERTISING

advertisements often lack the authenticity and emotional resonance typical of traditionally crafted campaigns. While successful, the ads have been described by viewers as emotionless and distant, resulting in a perception of inauthenticity. While AI o ers opportunities for e ciency and creativity, brands must remember that establishing meaningful connections with buyers is fundamental to e ective

Outbound marketing messages from large organisations are projected to be synthetically generated using AI by 2026. 3 out of 10

GAME CHANGER

X marks the court

Through its recent multi-year partnership with the NBA, X plans to cement its status as the go-to platform for real-time fan engagement. By expanding into sports and video content, X reinforces its position as a hub for vibrant, diverse, and dynamic fan-driven discussions with plans for exclusive content and an NBA portal for live tracking, and aims to deepen community interactions on the platform.

advertising. Finding a balance between utilising AI and conveying a heartfelt message that resonates with viewers is essential. Innovation should empower, not overshadow, storytelling that connects with audiences. By balancing creativity and technology, an authentic yet resonant message can exist and keep consumers invested.

35.3%

Expected annual growth rate of the AI video market from 2024 to 2030.

BREAKING THE NET

Netflix and Duolingo play the game

Riding on Squid Games Season 2 's record-breaking success, Duolingo and Netflix launched the “Learn Korean or Else” campaign. Featuring cryptic Korean billboards, a TikTok filter inspired by the show, and Duo the Owl dressed as a pink guard in videos, the campaign showcases how cross-industry collaborations can leverage pop culture phenomena to engage global audiences and enhance brand offerings.

#NOT

Coca-Cola and AI: fizz or flop?

Coca-Cola’s AI-generated Christmas ads, a nod to its 1995 classic, sparked criticism from artists who argued the AI commercial diminishes human creativity and emotion. Coca-Cola responded, asserting the campaign explored innovation rather than replaced artistry. The controversial approach to their holiday campaign raised debates about ethical AI use in creative projects to ensure public trust and maintain respect for artistic communities.

Sources: MarketingDive | DesignRush | WorldMetrics | The Independent

As another year ends and a new one begins, we find ourselves in a time for reminiscence, reflection and review, but also a time to look to the future and what it might hold. While we’re yet to receive our crystal ball from Santa, we’d like to think we know our stuff when it comes to social connectivity platforms, and we’re well-placed to share a few thoughts about 2024 – and a few predictions for our industry for 2025.

Reach has always been an obvious result of growing popularity, but with much regional geopolitical instability in 2024 it’s become more and more evident that the topic of conversation creators choose is equally as influential. We expect this trend in 2025, as GCC audiences increasingly seek content that aligns with their own personal values and interests.

A defining factor in content popularity was the way notable moments and events were brought to screens and feeds. In 2024, short form content continued to dominate, allowing users to stay informed. Moving into 2025, we see this continuing, but a key difference will be the content itself. Against a backdrop of ongoing geopolitical instability in the region, and overwhelming amounts of information being released at pace, we’re expecting to see an even greater demand.

Translating this into impact on social connectivity, we’ll see brands, creators and media owners that create content based on a purpose or qualified expertise bolstering engagement and building stronger communities.

Content itself was 2024’s social connectivity differentiator at sporting events. Athletes used their social platforms to share their personal stories and experiences, rather than simply posting performances and results.

Today’s fans – particularly in this part of the world, where connections are everything

CREATORS, CONNECTIONS, CONTENT AND COMMONALITY

Snap Inc.’s Jake Thomas shares his take on how social connectivity in the GCC region is transforming.

– are hungry for more than just the sporting action and want a deeper link to their favourite athletes as individuals. We’ll see this demand replicated, and further emphasised, throughout 2025.

Moving onto retail and marketing, cautious spending seen across all income groups in 2024 put pressure on retailers to stand out from the crowd and show how they were delivering value. While spending power was perhaps less affected in the GCC region than elsewhere around the globe, with disposable income on the rise in Saudi Arabia as a local example, retailers, brands and marketers were still under pressure to show results.

For those retailers producing their own ad content, digital platforms are the way forward. Having captured 68.8 per cent of the globe’s total ad spend market in 2024, we fully expect to see this dominance continue.

“CREATE CONTENT BASED ON A PURPOSE OR QUALIFIED EXPERTISE.”

In the region, we estimate a staggering $385bn in annual purchasing power among locals in KSA and UAE alone, supported by a positive outlook for the future, which allows them to quickly adapt to ongoing transformations. Looking ahead, we expect retailers – and particularly premium brands, popular across the GCC – to lean more into inspiration-led marketing, handing over the reins to creators who can act as trusted advocates for their brands.

And finally, we come to one last consideration: a common thread that weaves through everything we’ve discussed above. Sophisticated tech and innovation such as augmented reality (AR), artificial intelligence (AI) and generative AI (Gen AI) featured strongly in all areas of social connectivity in 2024.

Creators using AI as a tool, not a stand-in, and maintaining the human connection were the big winners throughout the year. Brands and retailers investing in immersive technologies such as AR created shopping experiences that blended aspiration with practicality. Customers could ‘try on’ sneakers via their phone, made possible by Snap’s Gen AI-assisted Garment Generation technology. We also launched our fifthgeneration Spectacles: see-through, standalone AR glasses that allowed users to experience the world in totally new ways, with digital overlaid onto reality. It’s unfathomable to think technology won’t continue to create phenomenally transformative impact in 2025. AI will continue to make AR experiences ever smarter, more accurate, more immersive and more creative. It will supercharge the ability for any creative person to bring their imagination to life through AR: they’ll be able to build lenses in a matter of minutes. AR will become the presentation layer of AI, showcasing text, visuals and on-screen directions. AR will become ever more social as developers gain the ability to build experiences that enable people in the same space to connect through technology. We’ll even see Gen AI play a role in educational content, building bridges to the past by being used to regenerate informative archived content.

With 2024 behind us, we are reflecting on a year that, despite its share of challenges, has seen significant technological progress, a growing creator economy, positive shifts in social connectivity, and stronger outcomes for brands, retailers and marketers.

As we look ahead, while we don’t have a crystal ball to predict the future, we remain committed to our mission and are eager to continue building authentic connections that resonate with the diverse communities across the region.

By Jake Thomas, Head of UAE, Snap Inc.

e& “Cleanly executed and engaging ...” (JS)

Ford MYNM ... “A lovely cultural callback to the region ...” (IB)

Private View

JEMMA STARZECKI

Senior Vice President – Marketing, Al Ghurair Properties

E& (1):

This campaign eﬀectively combines a strong product message with celebrity endorsements to connect with diverse audiences. It’s not just about selling, but demonstrates how the product supports everyday life, whether for consumers or business users. Cleanly executed and engaging – it stands out.

VISITCOMOROS.ORG (2):

This is a complete standout. As a Brit who loves talking about the weather, I found this campaign clever and perfectly tailored to British habits. Brilliant insight and execution.

FORD MYNM (3):

While beautifully shot and addressing an important topic, the campaign felt a bit unclear. The message wasn’t immediately obvious, requiring multiple views to understand. A more direct execution could have improved ad recall and reinforced Ford’s important message.

PROPERTYFINDER (4):

This work has a strong concept, emphasising that they cater to all needs. However, I couldn’t overlook the grammatical error; it should be ‘an’ apartment, not ‘a’ apartment. Details like this matter – sorry, PropertyFinder team.

BSF (5):

It’s creative and innovative. As a marketer, I appreciate the concept, but from a customer perspective, it feels overengineered for a transactional service. With many people, including myself, keeping their phones on silent, the impact of a sonic may be limited.

IKHLAS BECHRI

PR Assistant – Media and Communications Department, Louis Vuitton

E& (1):

Very impressive and comes across as extremely grand. I appreciate the effort to include some of the most famous faces in the world; however, the way they were strung together felt a bit cheesy. I feel like the insight here was ‘let’s throw as many celebrities into the ad as possible to make it go viral’, and this came across as overkill. Also, the way the scenes were swishing past in transition was too fast and I felt like I was getting visual whiplash. However, overall the message of e&’s offerings were definitely delivered.

VISITCOMOROS.ORG (2):

I like this one, it’s simple and eﬀective. If I was in the UK and the weather made me miserable, I would consider going to Comoros on vacation. However, I’m not sure the I would take the trouble of checking the weather website it ran on, so I’d say they’d need to be on top search results to get many eyes on this.

FORD MYNM (3):

This campaign is aesthetically beautiful. The visuals of the bold horse and Nora Al-Jabr are pleasing and is a lovely cultural callback to the region. The only issue is that it made me want a horse and not necessarily a Ford Bronco. The simultaneous shots of the car and the horse charging down together made the car seem slow. But loved the visuals and the use of Nora’s talent as an archer.

PROPERTYFINDER (4):

This one was simple in its delivery, which is not necessarily a bad thing, but it came oﬀ a bit strange because which average home seeker is renting a villa with a golf course? Maybe I’m not the target audience, but I feel like PropertyFinder should cast a wider net through its advertising if its aim is to cater to ‘every life’.

BSF (5):

The voiceover was distracting from the actual sonic branding, which would’ve been okay if the script was delivering something valuable, but it wasn’t. I don’t think the average consumer would understand the ‘hexagonal’ and ‘symmetric’ motifs, and I don’t think they would really care. I would’ve liked to be able to hear more of the sound. It felt like an infographic on steroids.

Ford MYNM

A HIDDEN STRENGTH

Publicis Groupe Middle East and Turkey’s Tahaab Rais comes out as autistic in an act of hope to inspire others, and shares qualities that makes people with autism valuable.

Many of us must stand in the limelight – leading teams, directing work, delivering speeches, hosting workshops, winning awards, etc.

Being seen a lot, there are some important parts of us that make us who we are, that some of us keep unseen; not out of shame, but because we expect misunderstanding, judgment, and the impact it might have on how others see us.

One such thing, for me, has been the journey with autism.

Autism, to me, has never been a limitation but how I approach the world. It has given me a unique perspective – a way of empathising with people, seeing patterns in chaos, distilling complex problems into ideas, and obsessing over details that elevate work from everyday to a little less everyday. It’s a lens that has shaped me in life and at work.

Having said that, it has also been a quiet, relatively private journey. Like many autistic adults, adapting my behaviour to blend into a neurotypical world, I’ve learned to mask.

I was on a shoot recently and a couple of fantastic partners on the team were surprised to learn this truth about me. But this effort to ‘perform’ in ways that ensure one isn’t seen as different comes at a cost – exhaustion, selfdoubt and the sense that we can never fully reveal our true selves.

The time then came to embrace the fullness of who I am – not just for my own authenticity, but to help others see the potential autistic individuals can bring.

CHANNELING THE POWER OF AUTISM IN CREATIVE MARKETING

Autistic people possess qualities that make them valuable to companies. Here are just a few ways how they can bring value:

Unparalleled focus and attention to detail

Many excel at diving into subjects they’re passionate about, uncovering insights and nuances others might not. This means spotting

connections, trends or untapped opportunities that lead to groundbreaking ideas.

Distinctive thinking

Autistic minds often think outside the box, because we live outside the box. This ability to see the world differently allows us to challenge conventional ideas and create fresh, unexpected ones that resonate more meaningfully.

Analytical skills

The ability to analyse data, spot patterns and derive meaning is a critical skill. For autistic people, who often have a natural affinity for systems and logic, this can be a superpower in areas like strategy, market research and performance marketing.

Authentic storytelling

Autistic individuals are highly observant, picking up on subtleties in human behaviour, emotions, and communication. Being outliers, we also have a sense of empathy for the human condition and anxieties others face. This makes us great partners, parents and creators too. This depth of perception can fuel authentic, emotionally resonant storytelling – key in effective marketing.

Dedication to excellence

For many autistic people, there’s no such thing as ‘good enough’. Whether it’s crafting a strategy, designing a journey, creating an idea across platforms, or perfecting a pitch, we bring an unrelenting commitment to quality that elevates everything we touch.

Next, to unlock the brilliance of autistic individuals, it’s essential for workplaces to empathise with and support us and start with understanding the challenges we face in environments designed for neurotypical minds:

Redefine ‘normal’

Autistic individuals communicate differently, prefer different routines, or need

accommodations like quiet spaces or flexible schedules. Embracing these differences isn’t just kind. It’s smart. By allowing us to work in ways that suit our strengths, companies can enable us to perform at our best.

Create inclusive workspaces

Diversity isn’t just about representation. It’s about creating an environment where everyone feels valued. Foster a culture of openness, where differences are celebrated rather than stigmatised. Rather than trying to make us fit into a predefined mold, celebrate and leverage our unique talents.

Value differences

Encourage collaboration by valuing diverse thinking styles and fostering an environment where everyone’s voice is heard. Understand that an autistic individual’s approach may not always follow conventional norms, and that’s a good thing.

Recognise and respect boundaries

Social interactions can be draining for some autistic individuals. Respecting our boundaries, whether it’s skipping a group lunch or opting out of small talk, shows empathy and understanding.

Provide clear feedback and expectations

Many autistic individuals thrive when given clear, specific feedback and expectations. Ambiguity can be a significant source of stress, so ensuring that tasks and goals are well-defined enhances both productivity and morale.

Invest in understanding and training

Building awareness about autism within teams and leadership can break down barriers and dispel stereotypes. Educate teams about neurodiversity and the strengths it brings, and train managers to provide effective, compassionate support.

SHIFTING THE NARRATIVE

Autism has long been misunderstood, especially in industries like marketing. But the abilities that autistic individuals bring are not only valuable but essential in today’s fast-changing world. When I reflect on my journey, I see mistakes and rejections, but I also see resilience, passion, the power of difference and happiness. Autism has been a limitation for me.

But it has been a source of strength too – as a strategist, as a leader, as a writer, as a filmmaker, as a father, as a friend, and as a partner. It’s what drives me to create, to connect and to lead with authenticity.

Coming out as autistic is an act of hope to inspire others – especially autistic but also neurotypical – to embrace their truths, to challenge stereotypes, and to build an industry where differences are celebrated. This isn’t just a moral imperative; it’s a strategic business one, as it makes the work richer.

To others like me, know that your perspective is your superpower. Don’t hide it. Let it shine. And to the leaders, colleagues and allies reading this, know that empathy is your superpower. Use it to create spaces where brilliance, however it manifests, can flourish. Not as conformity to a single ideal, but as the celebration of diverse minds working together to shape something that makes our work – and us – valuable.

By Tahaab Rais, Chief Strategy Officer and Film Director, Publicis Groupe Middle East and Turkey

Appointments

The Free Zones Authority of Ajman (FZAA) has appointed NEHA THOMAS as its new Marketing Director with the aim of accelerating growth and enhancing its global presence. In her new role, Thomas will oversee all marketing activities for FZAA, including Ajman Free Zone, Ajman Media City and Al Zorah Free Zone. She will focus on developing and executing data-driven marketing strategies to attract new businesses and investors, enhancing FZAA’s digital presence and building strategic partnerships to expand market reach, and creating new business opportunities.

move from her role as Head of Commercial Content Partnerships at TikTok for METAP, Badran will shift the Groupe’s focus to creating a unified content practice that brings together intelligence, creativity and technology to solve complex client challenges.

Omnicom Media Group (MENA) has appointed CHRISTIAN FEDORCZUK as the CEO of PHD MENA. He will be headquartered in Dubai, reporting to Elda Choucair, CEO of Omnicom Media Group. Fedorczuk has more than two decades of global leadership experience in the media and creative industries and will play a key role in the company’s regional growth ambitions.

Publicis Groupe

Middle East has appointed DYALA BADRAN as Chief Content Officer for the MENA region. In this role, she will lead the Groupe’s content practice, overseeing strategy, innovation and scaled delivery across platforms, driving solutions for clients through dynamic and data-driven content ecosystems. Making the

Memac Ogilvy has appointed GAUTAM WADHER as Chief Creative Officer in an effort to strengthen the company’s ‘borderless creativity’ approach across all business units. With more than a decade of shaping creative narratives in the region, Wadher 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.

9Yards

Communications, an integrated marketing agency, has promoted OMAR SARIEDDINE to the role of Deputy Chief Executive Officer. Previously serving as Chief Strategy and Operations Officer, Sarieddine has played a pivotal role in transforming 9Yards from a small start-up into an internationally expanding agency. Under his leadership, the agency has established affiliations with global firms, including Milk & Honey PR, and is set to open its first London office, a creative and strategic hub, in January 2025.

The Board of Directors of AroundtheClock Communications (ATC) Group has appointed co-founder and shareholder RIZK NAIFEH as Chairman after more than six years as the Chief Executive Officer, marking a new milestone in

his communications career in the Middle East. In his new role as Chairman, Naifeh will oversee ATC Group’s expansion plans in the region, with new offices set to open in 2025 in Egypt and KSA.

MBC Media Solutions (MMS) CEO AHMED AL SAHHAF has been appointed as President of the newly established Saudi Chapter of the International Advertising Association (IAA). The creation of the chapter marks a significant development for the Kingdom’s advertising and creative industries, aligning with Saudi Arabia’s Vision 2030 agenda to foster economic diversification, innovation, and cultural exchange. Al Sahhaf’s appointment as President comes with a mandate to guide the chapter in addressing key industry priorities, such as empowering local talent, fostering cultural exchange and promoting economic diversification.

Billups, an independent out-of-home (OOH) agency, has appointmented RANGANATHAN SOMANATHAN as Chief Global Growth Officer. Among several key appointments to bring in the new year, Somanathan will lead efforts to enhance the out-of-home agency’s global market share through client development, client services and product development and marketing through cross-departmental collaboration.

The Spin

2025 has begun with its fair share of mishaps within the realm of media and marketing. While some brands claimed that the rather obvious typos in their campaigns were part of their ‘attention grabbing’ tactics, others bore the ire of global audiences for more serious creative infractions.

We begin with a Coors Light advertisement, which was splashed across New York’s Times Square. It took only a few hours for content creators across the globe to jump on the hype cycle of a ‘chilling mistake’, branded the ‘most glaring typo of 2025’.

While the jury’s still out on whether this was intentional or not, Molson Coors Beverage Company spun this to their advantage, calling it a “case of the Mondays”.

“So refreshing, we tripped over ‘r’ words. Always hits the spot. Even when we don’t,” the ad copy on a subsequent social media creative read.

Another such ‘misspelt’ advertisement did the rounds on the other side of the globe. PUMA seemingly printed a typo on numerous outdoor billboards in India. While purists, pedants and peevers in the sub-continent were quick to pounce on the PVMA ‘error’, it soon became clear that this was an intentional campaign. The brand – to its credit – took its time to clarify its reasoning, building the hysteria around it. Within days it landed plenty of media coverage, including a Vogue headline that read: “No, that PVMA ad isn’t a typo. It’s to announce PV Sindhu as Puma’s new brand ambassador.”

While some of these ‘typos’ could be salvaged, other recent creative output, such as an advertisement by Pakistan International Airlines, could not. The thoughtless placement of a PIA flight on the creative – heading straight for the Eiffel Tower – was made much worse by the copy on the creative. While some folks online had a laugh about the unfortunate ad, the airline and the nation’s foreign diplomats didn’t let it slide. Pakistan’s Foreign Minister Ishaq Dar condemned the advertisement, calling it an

example of ‘stupidity’. The Spin is inclined to agree. What were they thinking? How many layers of approvals did this go through before it was approved and launched?

While other mishaps across media weren’t quite so preposterous, they sure got The Spin chuckling. Take, for instance, when we noticed that “fomething if wrong” in an article published by a newspaper that we were told recently let go of some of its copy editors.

The Spin was also sent a photograph of a boo-boo in a PayPal ad sprawled across the London Underground. It takes a second to spot, but if you caught it on the first read, good for you. The Spin had to read that twice to spot the mistake.

Inside the subway, another ad caught our attention. While there was no obvious typo on the ad, the creative turned out to be a bit too creative – so much so that it still has us scratching our heads wondering what it’s supposed to mean.

The world of communications also gifted us with gold, especially for those marketers attempting to convince their customers of a ‘40% sale’. We didn’t buy the ad for a minute because the maths didn’t math; nor did we buy the shoes.

Before we conclude, here’s one dedicated to all of you with quick fingers who’ve hastily hit send on your emails a bit too speedily. Clearly, you’re not the only ones. A certain Spotify employee can attest to that.