Campaign Middle East - April 2025

FACES TO WATCH

19 FACES TO WATCH 2025

Campaign’s Agency Faces to Watch 2025, in partnership with Heriot-Wa University Dubai, profiles the brightest and best talent aged 30 and younger across creative, media, digital and PR agencies in the MENA region.

Al Masaood Group’s Marwah Eltom explains how to do influencer marketing right.

04 NEWS & WORK

12-13 BRAND FOCUS

Sobha Realty’s Ashish Parakh discusses the power of storytelling and Marrio Resort’s Stacey McMurtrie calls for meaningful impact.

75 PLATFORM UPDATES

News from the social and digital world

Media Group

15

COVER FEATURE: RESPAWN REVOLUTION

Client-side marketers and agency leaders who have pressed play on integrated gaming strategies discuss adoption, segmentation, consumer insights and ROI.

77 ALIGNING BRAND WITH VISION 2030 NEOM’s Komal Bajaj shares how brands can secure relevance in KSA.

80 TALKING TRANSPARENCY

ABG’s Jochen Bischoff and Marie de Ducla discuss ‘a new currency’.

90 PEOPLE POWER Jeep’s Yara Maroun on building communities.

96 MATTER OF FACT

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

97 APPOINTMENTS

Movements including new roles and promotions in the region.

98 THE SPIN Mishaps in the world of media and communications.

09 INDUSTRY FORUM: WILL A GAMING STRATEGY BECOME AS CRITICAL AS A SOCIAL MEDIA STRATEGY?

What a wonderful Ramadan and Eid al-Fitr we’ve had in 2025. I dare say: this has been one of the most profound and purpose-filled Holy Months I’ve had the pleasure of experiencing in the Middle East.

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

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

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

I’m not referring only to the anonymous, heartfelt acts of kindness on display in quiet corners of the UAE or the meaningful storytelling within this year’s regiment of Ramadan campaigns, which pleasantly broke the mould of motif-based marketing in the Middle East. It also was a pleasure to meet with marketers, and agency and adtech leaders – as well as their families – many of whom were fasting during the Holy Month. It was a joy to share several sincere conversations over iftars and suhoors, going beyond ‘talking shop’ to truly understand their personal journeys, preferences and passions.

Similarly, it was nice to notice that many brands catered to consumers meaningfully before, during and after Ramadan. In the first few weeks of the Holy Month – at a time when people were getting accustomed to fasting – we witnessed brands playing the ‘supportive companion’ and delving into humour and ‘fun fawazeers’ to aid positive temperaments. Through the month, we saw brands promoting moments of togetherness such as gatherings – within their campaigns and through real-world suhoors and iftars. Towards the end of Ramadan, we saw brands join consumers in the culture of contributing to the community, as well as gifting and sharing. Even the way consumers feel at a specific time of day – or night – and their emotional states while watching content on different devices were taken into consideration.

An industry leader explained to me, “Whether it’s on a TV, a tablet, on a laptop or on the phone – we need to know that the people are in a different mental state depending on the device they are using. This offers advertisers the opportunity to disseminate their storyline and message differently across devices in a more personalised and customised manner, while still staying true to their narrative.”

Even content creators – the term that I’m told ‘influencers’ are now using to identify themselves – made more meaningful and organic content during Ramadan, seamlessly integrating brands that they use in their daily lives into their branded content. This helped them link brands with hyper-local communities without having to lure consumers or forcing the issue.

In short, the buzzwords of authenticity, brand storytelling, human-centred experiences and omnichannel, which have long been wrapped in a cocoon, finally broke free, spread their wings and took flight during Ramadan.

Here’s hoping that we remember the lessons learned in Ramadan in the years to come.

Motivate

2025 UAE Cannes Young Lions Digital and Media winners revealed at Motivate Media Group HQ

The 22nd edition of the UAE Young Lions Competition, powered by Getty Images, has successfully concluded. Motivate Media Group and Motivate Val Morgan, the official representatives of Cannes Lions in the UAE, revealed the winners across the Digital category and the newly introduced Media category, sponsored by UM.

Creative heads from leading agencies judged the Digital category, while senior media and strategy directors evaluated the Media category entrants.

Maria Salameh and Mayjane Najjar from Zenith Media secured the Gold award in the inaugural Media category for ‘The Love You Left Behind’ campaign, while Francesco Negri and Diego Fernández from FP7 McCann were handed the Gold award in the Digital category for their ‘Expiring: Deals’ campaign.

These two talented teams will now represent the UAE at the prestigious Cannes Lions International Festival of Creativity in June 2025.

Ian Fairservice, Managing Partner of Motivate Media Group and CEO of Motivate Val Morgan, said, “The participation of 47 teams across both categories this year represents an extraordinary milestone for the UAE Young Lions Competition. This remarkable turnout demonstrates the vibrant creative ecosystem of the UAE and reinforces its position as an emerging creative powerhouse on the global stage. The quality of work presented, particularly from our Gold winners, fills me with confidence that Team UAE will make a significant impact at Cannes this year.”

This year’s competition challenged participants to develop campaigns for Ne’ma, the UAE’s National Food Loss and Waste Initiative.

The Silver award in the Media category went to Sheila Ghavabesh and Nour Bchennaty from MiQ for ‘The Fading Flavour,’ while Owais Awan and Mai Iskander from Socialize earned Silver in the Digital category for their ‘Cart to Calendar’ campaign. Bronze honours in the Media category were shared between two teams: Aya Halawany and Mai Amr from OMD

StickyGinger

secures Marks & Spencer PR retainer

StickyGinger has been appointed as the PR agency for Marks & Spencer MENA, operated by Al-Futtaim Group, following a four-month-long pitch process.

The agency will oversee PR strategy, regional campaigns, media relations, influencer activations and press shows across the GCC, supporting the brand’s positioning and market presence. “As a British-owned agency, this partnership is a huge win for us, and we’re proud to have been selected for our creative thinking, award-winning approach and omnichannel expertise,” said Kiera Purdue, MD of StickyGinger.

The agency also will work on developing long-term strategies to maintain and grow Marks & Spencer’s visibility and brand relevance throughout the year.

MENA for ‘Feed-fwd;’ and Reem Usama and Farah Abushady from Hearts & Science MENA for ‘Consciousness by Convenience.’

Similarly, the Digital category saw Bronze awards split between Zainab Yasseen and Mahmoud Gahallah from M&C Saatchi Group for ‘Censor Food Waste,’ and Victoria Cordeiro and Farishte Irani from Saatchi & Saatchi MEA for ‘Today Don’t Order From Us’.

Commenting on the quality of the entries this year, Jehan Al-Khateeb, Marketing and Communications Officer at Ne’ma, said, “We were truly impressed by the creativity and strategic thinking displayed by these young talents. The winning campaigns not only captured the essence of our mission to

reduce food waste but also presented innovative approaches to inspire behavioral change. These fresh perspectives are exactly what we need to transform the UAE into a nation where no food is wasted.”

This milestone competition comes at an exciting time for the UAE’s creative industry, having recently achieved its highest-ever ranking in the Cannes Lions Festival of Creativity — placing eighth and, thus, claiming a Top 10 spot globally.

As Diego Fernandez, Francesco Negri, Mayjane Najjar and Maria Salameh, prepare to represent the UAE on the international stage in June 2025, they carry forward the nation’s growing reputation as a hub for creative excellence and innovation.

VOLVO COME BACK STRONGER

Hans Zimmer to compose signature brand score for VOX Cinemas

VOX Cinemas, the cinema arm of Majid Al Futtaim, has revealed its collaboration with Academy Award-winning composer Hans Zimmer to compose an exclusive, signature brand score for VOX Cinemas, which will become its sonic brand identity.

Being created with the goal of developing a sound that is synonymous with the brand, this unique score, once composed, will be featured across multiple touchpoints, including in an upcoming brand

campaign, in-cinema experiences and across customer service interactions, all designed to enhance and elevate the customer journey.

Speaking about his work for VOX Cinemas, legendary composer Hans Zimmer, said, “The Middle East holds a special place in my heart, as does cinema; it’s what truly moves me. I was genuinely excited to collaborate with VOX Cinemas, the region’s largest cinema chain.”

Zimmer’s composition also will aim to resonate with VOX Cinemas’

This campaign takes the emotional route to showcase how people often overlook the value of essential products that power the most meaningful memories in their lives. The television commercial was broadcast on Dubai TV and Abu Dhabi TV and ran across social media channels – speaking to end-users and consumers, evoking nostalgia and reminding viewers of the often-overlooked role of power cables in their daily lives. Viewers witness a meaningful narrative of how Ducab cables power moments during Ramadan. The brand also leans into elements of celebrity marketing by partnering with well-known and locally recognised Emirati actors including Fatima Alhousani, Aisha Alzaabi and Moza Almazrooei.

UAE Media Council spotlights BRIDGE initiative

The UAE National Media Office showcased its newly announced BRIDGE Summit at its annual Ramadan event.

The long-term global initiative is designed to enhance media integration, keep pace with digital advancements, enhance media ethics and accountability in the age of AI, train young professionals within the next generation of media professionals, and more.

diverse, multicultural audience.

Ignace Lahoud, Chief Executive Officer of Majid Al Futtaim –Entertainment, said, “This collaboration marks a new chapter in our journey, enhancing the moviegoing experience with a distinctive sound that resonates across the diverse markets we serve.”

The collaboration will debut with the release of the score in an upcoming brand campaign, launching across the region in mid-April 2025.

With this new initiative, His Excellency Abdulla bin Mohammed bin Butti Al Hamed, Chairman of the National Media Office and Chairman of the UAE Media Council, reaffirmed the UAE’s commitment, under the leadership of His Highness Sheikh Mohamed bin Zayed Al Nahyan, President of the UAE, to strengthen international cooperation in the media sector. The BRIDGE initiative is a year-round effort to foster engagement, develop solutions for evolving media challenges, and champion innovation.

Furthermore, the summit reinforces the idea that media is a shared responsibility – advancing it requires collaboration, and a commitment to sound ethics, truth and transparency. HE Al Hamed said, “Our success depends on open communication and a shared commitment to using media as a force for good.”

DELIVEROO & HUMANTRA ‘DRINKABLE’ BILLBOARD

To launch its Ramadan limited-edition Apricot-flavour electrolyte, Humantra collaborated with Deliveroo to bring to life a ‘drinkable’ billboard at City Walk Dubai. Seemingly ordinary at first glance, the activation featured a billboard with a small door that slid open around the time of sunset to reveal a dispenser tap, offering passersby an opportuinty to break their fast with Humantra’s new electrolyte drink. The activation ran across the weekend of 8 March and was conceptualised to interact with audiences differently, in a memorable way, and was strategically designed to strengthen Humantra’s brand value amongst consumers in Dubai.

DUCAB RAMADAN

From left, Academy Award-winning composer Hans Zimmer and Ignace Lahoud, Chief Executive Officer of Majid Al Futtaim – Entertainment.

Rise launches Middle East chapter to boost gender diversity in broadcast technology within the region

Rise, the global advocacy organisation dedicated to promoting gender diversity in the broadcast and media technology sectors, has launched its Middle East Chapter. In line with International Women’s Day (IWD), a globally recognised celebration of

women’s achievements and a platform for advocating gender equality, the launch aims to amplify the presence of women in the region’s broadcast industry while reinforcing Rise’s commitment to empowering women through

Marking a shift in how the emirate presents itself to travellers, Ras Al Khaimah Tourism Development Authority’s latest campaign takes a witty and contrast-driven approach, positioning Ras Al Khaimah as a place where visitors don’t just take a break – they discover something refreshingly different. At the heart of the campaign is a hero film, directed by Mark Middlewick, which contrasts the familiar vacation tropes with the extraordinary, through a mix of humour and striking visuals. The campaign has been designed as a fully integrated digital experience, ensuring sustained engagement across multiple platforms and seeking to solidify the emirate’s status as a destination that offers something different.

mentorship, networking and career development initiatives.

Established in 2017, Rise offers a variety of programmes and initiatives designed to support and advance women in media technology. The organisation provides free membership to professionals and aspiring individuals in the field, granting access to networking events, workshops and conferences. The Middle East Chapter of Rise will be led by Kathey Battrick, Head of Media Management and Library at Asharq News Network, and Katie Purcer Golding, Acting Chief Marketing Officer at SRMG, who will spearhead marketing and communications efforts for the initiative. The key initiatives of Rise include:

Mentoring programme: A six-month global initiative offering guidance and support from industry experts.

Rise Awards: An annual event celebrating outstanding achievements of women in the broadcast industry.

Rise Academy: A youth outreach programme that delivers broadcast engineering and technical workshops to inspire the next generation.

Rise AV: A new initiative launched in January 2025 to drive gender diversity in the audiovisual sector.

The chapter will also have a significant presence at major industry events such as the Broadcast Summit, Arab Media Forum, and CABSAT, ensuring that conversations around gender diversity remain at the forefront of industry discussions. Rise’s Middle East Chapter seeks to address these challenges by creating a strong network of women who can inspire, support, and collaborate with one another.

In the midst of a prolonged conflict that has caused countless families to flee their homes in Lebanon, Puck has launched this campaign to empower and support Lebanese mothers and families by offering a sustainable source of financial support while celebrating Lebanon’s rich culinary heritage during Ramadan. In collaboration with Dubai Cares, Recipe for Change aims to create an innovative economic model that transforms treasured mum-created family recipes into market-ready products, which global and local chefs can proudly feature on their menus, while offering proceeds from the sale of those products for a just cause.

INDUSTRY VIEW:

Will a gaming strategy soon become as critical as a social media strategy in the media and marketing mix?

Rony Skaf Executive Digital Director, TBWA\RAAD

YES

Can brands afford to ignore 70.7 million prospects – the 92 per cent of under30s in the UAE, KSA and Egypt?

Gaming is growing fast, up 3.3 per cent year on year among youth. But here’s the catch: the right strategy isn’t about ad placements inside games. Brands need to look for ways to enhance the gaming experience, just like KFC did with their ‘Bribe Bucket’ in Call of Duty or their GameChangers initiative supporting female gamers in Saudi. As audiences move from passive scrolling to immersive play, gaming strategies will be key to unlocking new, innovative brand spaces.

Mustafa Kannas Communication Manager, Power League Gaming (PLG)

YES

The region is witnessing unprecedented growth in gaming, with audiences reaching social media-like engagement levels. This shift is significant as gaming evolves from mere entertainment to a cultural phenomenon.

Gaming strategies are quickly becoming essential in the marketing mix for several reasons: gaming offers deeper immersion than traditional social platforms; younger demographics increasingly prefer interactive experiences; and in-game collaborations provide unique brand integration opportunities with measurable ROI. However, gaming strategies won’t fully replace social media strategies but rather complement them. The most effective approach combines both, with gaming offering focused engagement while social media provides a broader reach. For brands looking to remain relevant, incorporating gaming into their marketing strategy is increasingly critical.

Managing Director, Another in Kingdom

YES

Gaming is no longer just entertainment – it’s become a cultural force equalling social media in audience size and engagement. While many brand integrations today are still surface-level, pioneers like Orange Telecom’s GTA collaboration show the incredible potential for deeper engagement. The future in my opinion is very exciting and lies in seamless brand-gamer interactions, where brands go beyond traditional sponsorships or ‘implanted presence’ to designed experiences within gaming ecosystems.

Instead of piggybacking on existing platforms, brands will create immersive, interactive spaces that feel organic to the gaming world –building lasting connections with players.

Jack Rogers Associate Creative Director, Socialize

YES

However, it depends. Does your brand have a strong case to slot in seamlessly? Do you have someone on your team who actually understands the gaming space and gamers? Then, yes.

The hardest part isn’t knowing that your brand should be breaking into the space, it’s trying to sell campaigns to brands whose teams don’t understand the space.

Gamers can immediately sniff out inauthenticity. And coming at them with a catch-all ‘hey, fellow gamers’ approach just doesn’t work. Still need convincing? Some years, the League of Legends World Championship has clocked more unique viewers than the Superbowl, and we all know how much brands froth over that ad space.

Rey Sawan Regional Marketing Manager – Brand, Samsung Electronics – MENAT

NO

The sensational sells. That’s why Sports Illustrated covers still promise ‘10 New Secrets to 6-Pack Abs’ every month, why our slides centre around graphs that point up or down instead of staying flat, and why gaming has been ‘on the rise’ in digital culture for decades. Our marketing strategies don’t need the sensational – they need to be rooted in how we understand humans and the role our products/brands play in their worlds. If gaming, like social, becomes central for all consumers and brands, then please change my answer to yes.

Rabih El Khoury Managing Partner, Evolution Group

YES

The numbers are too big to ignore. There are 1.5 times more 25 to 34-year-olds playing mobile games than there are on TikTok globally. One-in-four Americans aged more than 50 play mobile games daily. For Gen Alpha, platforms such as Roblox are already the new social media. eSports has a fan base of half a billion. The equally critical reasons are superior ad quality metrics (attention, engagement and VCR), higher creative flexibility and storytelling, and tremendous first-mover advantage, especially in the MENA region, in an uncluttered space. Bonus: e-commerce and online-to-footfall are being developed as an integral aspect of this space.

Simon Morehead Founder, CRATER Global

YES

Gaming is becoming more like social media in that gamers are connecting, communicating, and building communities while they play. It’s more than just about the game, there’s a social layer with online interaction. Gen Zs lead the billions of gamers worldwide, signifying that gaming platforms shouldn’t be overlooked. Whilst there are challenges in data limitations and market competitiveness, the space offers brands immense potential to engage with audiences. I believe just as gaming continues to evolve, so too should a brand’s overall strategy, incorporating gaming into their digital media and marketing – although as with the rules of social media, content needs to be correctly targeted and most importantly remain authentic.

Alex Simonian

Samer Bahsas Chief Operating Officer, U-Turn

YES

Karim Mroueh Head of Digital Innovation, Serviceplan Middle East

YES

Indeed, brands will increasingly need a tailored approach to gaming. With in-game advertisements and branding opportunities expanding, gaming is no longer a one-time activation, it is a long-term investment. Different game genres appeal to different audiences and support distinct brand objectives.

Just as social media evolved from a single strategy to platform-specific techniques, gaming now requires specialised methods across genres, platforms and communities. To stay relevant, brands must seamlessly integrate into gaming ecosystems, prioritising interactivity, authenticity and engagement. Those who treat gaming as a consistent channel rather than a publicity stunt will see the greatest impact.

Gaming strategy is rapidly gaining importance in Saudi Arabia, driven by a combination of a young, tech-savvy population and significant government-backed investments in the gaming sector. As gaming continues to evolve and become more ingrained in Saudi culture, its relevance in the media and marketing mix is set to rival, if not surpass, that of traditional social media strategies.

Saudi Arabia has already hosted major esports events, such as Gamers8 and the Esports World Cup, which grabbed global attention. At UTURN, we had the privilege of being part of the on-ground video coverage for the Esports World Cup last year, witnessing firsthand the engagement of the gaming community. This rapidly changing market offers brands exciting opportunities to integrate into the gaming experience. We’ve noticed a growing interest from our clients to collaborate with gaming influencers, form partnerships with popular games and incorporate branded content within these immersive spaces, encouraging us to boost our investment in gaming content. By doing so, brands can create more personalised, authentic experiences for consumers – something that’s often harder to achieve through traditional social media channels alone.

Mai Youssef

Communications and Corporate Marketing Director, Canon Middle

East and Turkey

YES

Undoubtedly, a gaming strategy is fast becoming as indispensable as a social media strategy in the modern marketing mix. The gaming industry now rivals social media in audience size and engagement, offering brands a unique opportunity to interact with consumers in immersive and dynamic ways. We recognise the potential of this space, from supporting content creators with advanced imaging solutions to exploring in-game brand integrations. The interactive nature of gaming fosters deep consumer engagement, making it a strategic imperative rather than a niche consideration. As digital culture evolves, brands are incorporating gaming to stay relevant in an increasingly interactive world.

Koji Sekiguchi Head of Marketing, Sony Middle East and Africa

YES

Gaming is no longer the norm; it’s a cultural and commercial phenomenon redefining how brands interact with consumers. The magnitude, interactivity, and depth of gaming universes rival social media, offering unprecedented potential for storytelling and brand engagement. As gaming redefines interaction, the brands that take the leap now will spearhead the digital revolution tomorrow.

SHARING STORIES IN THE DIGITAL AGE

Sobha Realty’s Ashish Parakh explains why storytelling remains a marketer’s most powerful tool to connect with people and foster true engagement.

We live in a world where everything seems to happen online. And similar to almost all other industries, most real estate companies have responded to this evolving digital reality by giving increased focus to online ads, digital content and social media content.

But sometimes, amid all this digital noise, it is easy to lose something crucial: The human connection – and especially in the real estate sector, where customers are looking for a space they can call home. As we all know, buying a home isn’t just about numbers and square footage; it’s about dreams, aspirations and finding a place to belong.

That is why marketeers are increasingly focusing on “transmedia marketing”. The term is a derivative of the academic concept of ‘transmedia storytelling’ that American media scholar Henry Jenkins defines as “a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience”. With the rise of digital marketing, the concept of transmedia marketing has become key to the success of any marketing campaign.

Why stories build real connections

There is a growing belief that a wellcrafted online advert or a viral social media post is enough to market a product and convert leads to sales. However, this view misses the bullseye in the real estate sector: A people-first experience that transcends business transactions to an all-encompassing personal journey.

Successful transmedia storytelling should adhere to the 4Ps principle: pervasive, persistent, participatory and personalised. As developers do not just sell homes; but invite people to become part of a story. That’s why transmedia storytelling should go beyond simply adapting a tale to different formats to expand the narrative, allowing each platform to contribute uniquely to the overall experience.

It is also about understanding how different target audiences consume media and information. Some prefer watching videos, others enjoy reading articles and some are drawn to interactive experiences. However, strong marketing campaigns are those that have different touchpoints with the customer. Jenkins remarks that in transmedia storytelling ‘each medium makes its own unique contribution to the unfolding of the story’.

Let’s imagine what an ideal transmedia campaign would look like.

1. Start with high-quality videos that are not focused on showcasing the property’s unique features but rather showing a dream coming true. Of course,

“A WELL-PLANNED STORY TOLD THROUGH DIFFERENT MEDIUMS HAS THE POWER TO TRANSFORM A PROPERTY INTO A DREAM.”

a new development will have great amenities, but homebuyers are looking for a lifestyle and that should be the overarching storyline.

2. Offer homebuyers an immersive virtual reality experiences that allows them to “walk through” the space and experience these features first-hand.

3. Supplement these with engaging social media content that share the stories and experiences of past or existing residents, highlighting the vibrant community and unique lifestyle your project can promise.

4. Create a dedicated website that serves as a central hub, providing information about the development, its amenities and the area.

5. Finally, complement this with an inspirational tagline in an out-of-home (OOH) advertisement that speaks to the

heart and an offline viewing experience of the project, where you can speak to all senses; through thoughtful lighting arrangements, scented rooms that brings to the customer a feeling of home warmth and tranquil music that tells the homebuyer “Welcome home!”

When you engage with these touchpoints collectively, they not only strengthen your overall marketing campaign but also amplify the impact of each individual touchpoint. This approach creates a richer, more engaging experience than any single channel or content type, no matter how strong the message is. This storytelling allows potential buyers to connect with their future home on an emotional level, creating a sense of familiarity and connection. Here, customers are not just seeing a house; they are living it.

Creating lasting legacies through stories

The beauty of transmedia marketing lies not only in its immediate impacts, but in its long term legacy. A well-planned story told through different mediums has the power to transform a property into a dream; a space that is desired for its emotional value. The ever-evolving landscape of transmedia and the rise of new technologies and platforms is creating endless possibilities for storytelling. From augmented reality content that brings narratives to life, to 3D OOH ads and interactive experiences that engage potential buyers in realtime, the future of real estate marketing is full of innovation.

By creating compelling narratives across multiple channels, marketeers can create meaningful connections and build long-lasting relationships with their audience. In this quest, storytelling remains our most powerful tool to connect with people and foster true engagement by not just selling a property, but a lifestyle that meets their dreams.

By Ashish Parakh, Group Chief Sales and Marketing Officer, Sobha Realty

The social media and influencer marketing landscape in the Middle East is evolving at an incredible pace. What worked six months ago may already be outdated; brands must constantly adapt to stay relevant.

The challenge isn’t just about keeping up; it’s about choosing the right platforms, cutting through the noise and making marketing efforts more meaningful.

The UAE’s digital ecosystem is both exciting and complex, offering enormous opportunities for those who approach it with strategy, authenticity and a long-term mindset.

Content overload dilemma: are we stretching ourselves too thin?

The demand for content has never been higher and brands often feel stretched thin across multiple platforms. TikTok thrives on daily, organic, unscripted content, making it nearly impossible for teams to maintain unless someone is dedicated to the platform full-time.

Snapchat is one of the region’s most popular platforms, yet few hospitality brands are yet to fully capitalise on it. Then there’s YouTube and YouTube Shorts – one requires a more polished, long-form approach to storytelling, while the other demands short, punchy content to keep up with social trends.

With all these options, brands need to ask: Are we everywhere just for the sake of it, or are we actually creating impact? The real challenge is prioritisation. Instead of trying to master every platform, businesses must focus on where their audience truly engages with and what their teams can realistically manage. A more strategic and intentional approach is needed, rather than just producing content to keep up with the latest trend.

Rise of social media community groups

A growing trend that brands can no longer ignore is the increasing power and influence of social media community groups. In the UAE, online communities like British Mums and The Big Beauty Scoop are reshaping how consumers engage with brands. These spaces foster trust, encourage recommendations and serve as modern-day word-of-mouth hubs. With wellness in the UAE becoming popular with the general public, non-drinking culture is on the rise, leading to the emergence of more health-conscious and lifestyle-driven groups. Brands looking to make a meaningful impact should align with these communities in a way that feels authentic, not overly promotional. Being an active part of the conversations happening in these groups, rather than just advertising to them, is where true engagement lies.

Influencer marketing in Dubai: the Wild West of media buying

The influencer marketing landscape in the UAE is dynamic but still highly unregulated. There is no strict adherence to the guidelines shared by the Dubai Media office. This makes negotiating and benchmarking incredibly difficultly when working with content creators. Influencers set their own pricing with no clear industry standard and brands

are left navigating a confusing and often inflated market.

At Marriott Resort Palm Jumeirah, we receive at least three to five influencer collaboration requests daily, from local micro-influencers to international creators. The biggest issue? Lack of standardisation. Media kits vary widely, making it difficult to compare engagement rates, audience demographics and overall value.

Some influencers still don’t provide detailed analytics, leaving brands to make decisions based on the follower count alone – an outdated metric in today’s digital landscape.

Follower count is no longer the key indicator of success. Engagement rate, audience demographics and purchasing power now matter more than ever. Brands must move beyond vanity metrics and start prioritising ROI-driven partnerships that make an actual impact.

Reality

of ve ing influencers: slow responses and pricing disparities

One of the biggest frustrations in influencer marketing is the inefficiency in securing collaborations. When brands decide to launch a campaign, PR agencies and media buying firms are often left scrambling to curate a list of influencers with corresponding rates.

had improved and they doubled their rate for the exact same proposal. Without proper industry regulation, brands are at the mercy of influencer agencies and their managers who dictate pricing based on fluctuating metrics.

Power of Meta and Instagram: where the audience still lives

While newer platforms grab headlines, Instagram and Facebook remain dominant forces in the UAE’s digital landscape. According to Meta’s latest statistics, Instagram Stories and Reels continue to drive some of the highest engagement rates and Facebook Groups remain a critical tool for brand advocacy. Instead of chasing the next big trend, brands should refine their approach on platforms that are already performing well. Understanding how Meta’s algorithm prioritises content, utilising strategic ad placements and leveraging direct-to-consumer features like Instagram Shopping and Messenger can drive real business impact.

Influencer managers are notoriously slow to respond and many expect 100 per cent payment upfront – which isn’t how large corporations operate. In one case, we engaged an influencer with a rate of AED 10,000 for a collaboration. By the time their management finally responded, their engagement

Final thoughts

The social media and influencer marketing landscape in the UAE is full of opportunity, innovation and growth. Instead of feeling overwhelmed, brands should focus on strategic storytelling, community engagement and long-term partnerships. The future isn’t about keeping up with every trend – it’s about making a meaningful impact where it matters most. Are we ready to embrace smarter, more intentional marketing strategies? The opportunity is there – it’s time to seize it.

By Stacey McMurtrie, Director of Marketing and Communications, Marrio Resort Palm Jumeirah

BRAND FOCUS

A LANDSCAPE OF OPPORTUNITY AND INNOVATION

Marriott Resort’s Stacey McMurtrie discusses how marketers can make a meaningful impact within the social media and influencer marketing landscape in the UAE.

The DXTA effect

DXTA Technology’s Roy Ma a discusses the need to transform digital advertising with social AI and in-game brand engagement.

Ateenager in Riyadh logs into his favourite game, not just to play but to connect with friends. A marketer in Dubai watches in real-time as an artificial intelligence (AI) system fine-tunes ad placements, ensuring every dollar spent reaches the right audience. Two different worlds? Not anymore.

Gaming has become the new social network, and AI has transformed digital advertising from guesswork into precision science. Brands that recognise this shift are redefining engagement patterns; those that don’t are being left behind.

Gaming isn’t a niche pastime; it’s the digital town square. With 3.2 billion players worldwide, gaming has evolved into an interactive and highly social ecosystem. Players form communities, engage in live chats and interact in real-time, making gaming platforms a goldmine for brand integration. It’s where people go to compete, collaborate and unwind. And unlike passive scrolling on a feed, gaming commands full attention.

This shift has created an unprecedented opportunity for brands. With in-game advertising, brands can integrate seamlessly into the gaming experience without being intrusive. DXTA Technology’s exclusive partnership with Gameloft ensures access to premium in-game placements across top mobile titles such as Asphalt 9: Legends, Disney Magic Kingdoms and other fan favourites, reaching 14 million monthly active users in Saudi Arabia and 4 million in the UAE.

With gamers in the GCC spending an average of approximately two hours per session and a high average spend per user, in-game advertising presents a powerful channel to engage with a highly invested audience. More importantly, 93 per cent of gamers play for fun, meaning brands get to engage audiences in a moment of positivity, something few other digital channels can offer.

The potential is clear: Gaming is no longer just a leisure activity; it’s the social hub of the digital world. Brands that tap into this space are building deeper connections with consumers in an environment that fosters engagement and trust.

SOCIAL AI: THE SMARTEST WAY TO WIN IN DIGITAL ADVERTISING

While gaming is reshaping how audiences interact, AI is revolutionising how brands reach them. Traditional digital advertising is reactive, often based on outdated models of manual planning and fixed bidding strategies. DXTA’s advanced Social AI solution changes the game entirely, turning digital advertising into an adaptive, data-driven powerhouse.

DXTA’s Social AI does more than automate; it predicts, optimises and ensures maximum impact in real-time.

Data-driven precision: Our Generative AI algorithms analyse market trends, audience behaviors and engagement metrics to create the most effective strategy before a campaign even begins.

Real-time optimisation: Unlike traditional campaigns that require manual adjustments, DXTA’s AI models continuously refine advertising spend strategies to ensure peak performance.

Scalability and efficiency: Whether it’s a localised push or a global activation, our Social AI ensures campaigns run at optimal efficiency, delivering higher ROI, eliminating wasteful spending and streamlining the cost of operations.

This isn’t just about improving engagement; it’s about transforming how brands connect with their audience in the digital age. With DXTA’s Social AI, brands don’t just advertise, they create intelligent, measurable and highly effective digital experiences.

DXTA

LEADS THE TRANSFORMATION

The digital landscape is undergoing a fundamental shift. AI-driven intelligence, immersive gaming and data-led precision are reshaping

“With DXTA’s Social AI, brands don’t just advertise, they create intelligent, measurable and highly effective digital experiences.”

how brands connect with consumers. At DXTA, we don’t just adapt to these changes; we engineer them.

Through our advanced AI capabilities, predictive analytics and programmatic solutions, we empower brands to navigate the complexities of digital marketing with efficiency and impact.

Whether enhancing real-time engagement in gaming ecosystems or optimising omnichannel media strategies, our technology ensures that brands reach the right audience at the right moment with measurable results.

As part of W Group Holding, DXTA operates within an ecosystem designed to push the boundaries of media and technology. W Group is at the forefront of transforming advertising, integrating AI, automation and data intelligence across DOOH, retail media and digital platforms. Together, we are not just responding to industry evolution; we are shaping its trajectory.

In a world defined by digital intelligence, DXTA and W Group are setting the standard for the next era of online media innovation.

Gaming is social, AI is smart, and the future of advertising belongs to those who embrace both.

By Roy Ma a, CRO at W Group and Acting CEO at DXTA Technology

Gaming – once considered a fun attention-grabbing brand experience experiment – has now become an integral part of the media and marketing mix in the Middle East.

With a young and tech-savvy population, the Middle East is luring brands into virtual arenas by making the case for gaming as a highly immersive, interactive and engaging medium. This medium is creating avenues for seamless storytelling and personalised propositions to a community of individuals who want brands to come to them – rather than the other way around.

Campaign Middle East speaks to marketers – and leaders at agencies supporting them – about the adoption apex; consumer behaviour insights, psychographic data and purchase patterns; and effective ways to measure the impact of integrated gaming strategies.

UNPARALLELED

ENGAGEMENT: GAMING IS THE NEW SOCIAL MEDIA

Marketers looking to target lucrative and loyal segments of the market say that gaming is going well beyond proof-of-concept and fringe activities to a core part of their media strategy.

RESPAWN REVOLUTION

Campaign Middle East speaks to agency leaders and client-side marketers – who have pressed play on integrated gaming strategies – about adoption, segmentation, consumer insights and return on investment.

By Anup Oommen

misleading and fake game advertisements – which clutter social feeds – into real, playable mobile games.

For instance, KFC, a Yum! brand, has leaned into gaming for its Original Fake Games campaign by transforming

In conversation with Campaign Middle East, Ahmed Arafa, Chief Marketing Officer at Yum!, says, “With more than 350 million gamers in the Middle East alone, gaming is no longer a fringe activity – it’s integrated into the daily lives of diverse communities, from teens to adults. Brands seeking to remain culturally relevant and hoping to reach digital natives where they live must view gaming not only as an additional channel, but also as a core part of their media strategy.”

Similarly, FMCG brand Heinz previously partnered with Activision and NewGen for

its Hidden Spots campaign, which centred around gamers finding a hidden spot within a game’s map to take a break and have a quick snack. The campaign coincided with the launch of the Call of Duty: Warzone map, Caldera.

Speaking about the strategic thought behind the campaign, Passant El-Ghanem, Marketing Director Middle East and Africa at Kraft Heinz, says, “We recognised that gamers playing fast-paced, high-stakes titles rarely have a moment to eat, so we created safe hideouts within the game, where they could take a break and enjoy a quick meal in the real world – reinforcing Heinz’s relevance in their world. This is a perfect example of how brands can go beyond traditional advertising and add genuine value to gaming experiences.”

El-Ghanem adds, “Gaming is no longer a subculture; it’s a dominant form of entertainment, socialising and commerce. Whether it’s through immersive in-game experiences, interactive storytelling or brand integrations, gaming offers a level of engagement that traditional media simply can’t replicate.”

Additionally, marketers share that brands trying to build stronger connections with hard-to-reach communities in the Middle East now have robust digital infrastructure that enables engagement through real-time interaction and feedback.

Vikrant Shetty, Head of Content, Publicis Groupe Middle East, says, “Gaming offers unparalleled engagement. It’s a vital media and marketing mix element, reaching audiences previously

Ahmed Arafa

unreachable via traditional channels. Gaming appeals to diverse demographics, from Gen Z hardcore gamers to millennial casual gamers, making it a strategic channel for brands.”

Ahmed Abdel-Karim Hussein, Executive Vice President of Marketing and Communications – EEMEA at Mastercard takes this a step further to say that gaming not only helps drive engagement, brand affinity and loyalty, but it also presents opportunities to further unlock growth and new commercial streams.

18-minute-plus visits and twice the average minutes per visit on Roblox. These numbers are because gaming is increasingly becoming a platform play, not just a siloed, single-experience offering. We’re seeing more time spent in-platform, with deeper engagement and new types of opportunities for brands emerging every week.”

Hussein says, “As gaming culture becomes more integrated with mainstream media, it’s essential for brands to leverage it as part of their marketing strategy to stay relevant and connect with younger, tech-savvy consumers.”

ADOPTION CURVE: FROM WHETHER TO WHEN Marketers also made it clear that the debate is no longer about whether gaming should be a part of the media and marketing mix; it’s about when the Middle East brand and marketing industry must adopt it.

“The benefits of reach, engagement and attention make gaming essential to the media and marketing mix, but not everyone is ready yet,” says Mario Soufia, Regional MD of Content and Growth, GroupM MENA. “Think of influencer marketing a few years ago. We all knew it belonged in the mix, but the market had to go through the learning curve first. I call this the ‘adoption apex’ curve. Today, we’re at its climax, and soon enough, just like influencer marketing, gaming will be an inseparable part of the media and marketing mix.”

But Brent Koning, the Executive Vice President and Global Gaming Lead at dentsu takes this a step further saying that brands not incorporating gaming are already lagging.

“If you’re wondering whether gaming should be part of the mix or not, you’re already six months behind the curve. Gaming is the new social media, and no one is asking whether social should form part of a media strategy,” Koning says.

He adds, “Look at a platform such as Roblox and compare it with TikTok. We’re seeing three times the number of

INTEGRATING GAMING INTO CONSUMER SEGMENTATION

Beyond high-level engagement in immersive environments, gaming also offers marketers access to untapped consumer insights and preferential patterns, which unlock opportunities to optimise and personalise marketing efforts.

Mastercard’s Hussein says, “Data analytics plays a pivotal role in understanding audience engagement and sentiment, which is crucial for optimising gaming marketing campaigns. By analysing audience engagement, interactions and sentiment toward the brand, we can identify which creators and channels resonate most with target audiences.” He adds, “This nuanced approach ensures that we select the right platforms and influencers, tailoring our messaging to align with audience preferences. The ability to gauge sentiment helps us craft

campaigns that foster deeper connections, driving engagement and improving overall performance.”

Several marketers also agree that –through gaming – they are going beyond traditional demographics of age, gender and location to segment consumers based on behavioural tendencies, psychographic data and purchase intent.

Kraft Heinz’s El-Ghanem says, “Traditional demographics are no longer enough. Integrating gaming into our segmentation is no longer a ‘nice to have’ – it’s a strategic imperative. Gaming provides a critical lens for understanding our consumers on a deeper level. It’s not just about age or location; it’s about understanding why they engage, how they interact and what motivates them within the gaming space.”

Chris Probert, Marketing Director, Nissan KSA, says, “Gaming provides us with invaluable psychographic data, helping us

‘‘GAMING OFFERS A LEVEL OF ENGAGEMENT THAT TRADITIONAL MEDIA SIMPLY CAN’T REPLICATE.”

Passant El-Ghanem

Ahmed AbdelKarim Hussein

Brent Koning

understand the motivations and preferences of tech-driven audiences. These insights allow us to craft campaigns that are more relevant and personalised, ensuring we engage with younger consumers in meaningful ways. By embracing gaming, we’re able to push boundaries and connect with consumers on a deeper level.”

To take this a step further, Yum!’s Arafa refers to gaming as a powerful identity marker that goes beyond the stereotypical view of a hobby.

He says, “Gamers come from all age groups, and their gaming motivations such as socialising, competition, stress relief and creative expression can reveal crucial psychographic insights. By understanding how and why people game, brands gain a clearer picture of consumer preferences and pain points.”

Arafa adds, “Gaming is about more than just playing; it’s a space for self-expression, socialising and community-building. In other words, gaming provides more than impressions or views – it enables brands to be part of meaningful moments in consumers’ lives. Brands that ignore gaming’s cultural importance risk missing a critical touchpoint where authentic brand love and loyalty can flourish.”

Agencies supporting these brands have also begun to use real-time data to analyse and understand player behaviours and align campaigns with in-game activities, delivering personalised experiences.

“By identifying peak playtimes, tailoring content for platforms, and optimising creatives midcampaign, data-led decisions ensure that we reach gamers effectively. Additionally, the feedback loop not only enhances performance but also ensures brands provide genuine value to the gaming community,” says Publicis Groupe Middle East’s Shetty.

War, which has been greenlit for two seasons on Amazon. Explaining how brands can “make their media dollar go further”, Koning adds, “If you have the right data and directive, you can go layers deeper … For example, we get insights such as ‘Not only does he play games, but he loves football. In fact, he loves to play games, watch football and order from Hungerstation four times a week at the same time of day.’ That type of detail data is critical to more efficient media.”

WHAT’S THE ROI?

“Even when it’s not about gaming – it’s about gaming,” dentsu’s Koning says. “Gaming touches every aspect of consumers’ lives.”

And he makes a valid point. Over the past 12 months, gaming has been influencing not only every layer of the marketing funnel, but also every form of media and entertainment through adaptations, including in some of the biggest TV series such as Primetime Emmy Awardswinning The Last of Us, Emmynominated Fallout, highly acclaimed animated series such Arcane, and God of

Recently, the focus on bottom-of-thefunnel tangible success metrics such as conversions, sales and revenue, has increased. Marketers say that the time has come to not only delve into the return on investment (ROI) of gaming, but also take a closer look at how this ROI is measured. They raise important questions: Are brands using the right KPIs to measure the effectiveness of integrated gaming strategies? Are we measuring ROI only in terms of sales or are we also measuring the effectiveness of gaming strategies on brand-building?

‘‘INTEGRATED

GAMING STRATEGIES REQUIRE BROADER MEASUREMENT APPROACHES.”

connections with new audiences. Probert says, “Viewer engagement, brand affinity and emotional resonance play a pivotal role in building long-term relationships with customers. Although these brand outcomes are more difficult to measure, they are important elements to building strong brands.”

Leaders agree that the new frontier for brands is to elegantly connect cultural moments to commercial outcomes, and they’re already seeing it across entertainment offerings such as gaming.

Koning says, “In this era of algorithmicallycontrolled experiences, creating true cultural moments allows brands to stand a much higher chance of escaping the sea of sameness. Should brands shy away from seeing commercial outcomes as a KPI in gaming? Absolutely not.”

GroupM MENA’s Soufia says, “This isn’t just a space for engagement; it’s a space where you can drive real sales and extend time spent with your brand – one of the most important, yet unspoken, KPIs.”

Looking inward, Nissan KSA’s Probert shares that while lowerfunnel metrics such as leads and conversions are critical to his brand’s business, gaming strategies have also allowed the brand to forge deeper

“Yet, to focus on the conversion alone is to simplify the bigger opportunity here: we must drive better bottom-offunnel performance because of a more strategic investment in developing the intellectual property (IP) that brought the consumer to that point of conversion in the first place. Taking a bigger stake in the IP dramatically turns the odds in your favour at the businessend of the process,” Koning adds. While conversions, costs per thousand impressions (CPMs) and revenue remain vital, marketers reach a consensus that gaming offers unique value beyond traditional metrics.

Shetty concludes, “Integrated gaming strategies require broader measurement approaches. Metrics such as time spent, interaction rates and sentiment analysis provide deeper insights into brand impact. To maximise ROI, brands must adopt a more holistic KPI framework that captures both shortterm performance and long-term brand affinity within gaming ecosystems.”

Mario Soufia

Vikrant She y

Chris Probert

“Gaming provides more than impressions or views – it enables brands to be part of meaningful moments in consumers’ lives,” says Ahmed Arafa, CMO, Yum!.

FACES TO WATCH 2025

MASTERS OF TOMORROW

Heriot Watt University Dubai’s Edinburgh School announces scholarship winners from Campaign’s Faces to Watch 2025.

IN ASSOCIATION WITH

Campaign Middle East’s annual Agency Faces to Watch is the region’s most sought-after recognition in the creative world. For young professionals, this recognition is a great way to showcase their creative excellence, build their industry reputation and help them progress in their careers. This also helps employers identify the brightest upcoming talent.

PROGRAMME AND COURSES

Digital skills are recognised as being critical by employers, and Edinburgh Business School, Heriot-Watt University Dubai is well positioned to develop learners for practice through its transformative education. Students benefit from real life case studies and challenges, which leave them perfectly placed to make a difference in their future careers. In the business school, nothing is more important than translating knowledge into practice. In addition to being taught by an outstanding academic team of global thought leaders in marketing and digital marketing, students at the business school also are offered the opportunity to engage with industry experts to help them to develop skills.

The school’s commitment to the important positioning of digital marketing is reflected in the development of its specialist postgraduate degree – MSc in Digital Marketing. Through this innovative degree, students build upon the fundamentals of marketing to study courses such as digital customer experience and international strategic marketing before selecting their pathway of optional courses – to reflect their career goals. For example, the Digital Marketing Skills options include digital marketing analytics, social media marketing and e-commerce technology.

By bridging the gap in the use and application of digital technologies in marketing, the programme reflects the school’s commitment to promoting leadership in the marketing field and preparing the next generation of leaders with the combination of skills to succeed in their marketing careers. Through accreditation by the Chartered Institute of Marketing, graduates receive prior recognition on some progressional qualification modules, thus expediting their career.

COLLABORATION WITH CAMPAIGN

Professor Fiona Robson, Head of Edinburgh Business School at Heriot-Watt University Dubai highlighted the importance of this partnership. She said that working with Campaign Middle East is a great example of working with industry to illuminate the shared vision of the importance of identifying talent who will make a difference. Professor Fiona Robson announced the five winners, including one winner in each of the four categories – creative, digital, media and PR, who will each receive a 30 per cent scholarship. The overall winner will receive a 100 per cent scholarship to pursue an MSc in Digital Marketing degree at Edinburgh Business School, Dubai. Professor Robson said, “My academic colleagues and I found the applications truly uplifting, there are so many success stories and inspirational career journeys across the agencies in the UAE. It is clear from the testimonials of the nominees’ managers that their colleagues are making a real difference and are highly valued. Making our decisions was not easy as there are so many talented ‘Faces to Watch’.”

SCHOLARSHIP WINNERS

FULL 100 PER CENT SCHOLARSHIP WINNER

AJO JOSE

UX/UI Designer, Crowd

Ajo’s application stood out for many reasons. The approach taken to work and decision-making created a powerful first impression, particularly in balancing performance metrics with the need for creativity. The panel admired the fact that Ajo ‘gives back’ to the global community, allowing the wide transfer of learning and expertise – making a real impact on the lives of other people. Furthermore, Ajo’s plans to expand his outreach work using the knowledge and skills gained from our MSc in Digital Marketing is highly commendable.

Professor Fiona Robson, Head of Edinburgh Business School at Heriot-Wa University Dubai.

CREATIVE CATEGORY

DAHAB ELKADY

Creative, DUNE 23 Sports and Entertainment

Within her application, Dahab provided the judges with data that spoke for itself in terms of impact for her organisation as well as their clients in the sports industry. As well as her experience of working with global brands, the judges were impressed by her reflections on developing partnerships and overall career plans.

30 PER CENT SCHOLARSHIPS WINNERS

DIGITAL CATEGORY

JANICE

DSOUZA Account Manager, Tonic Worldwide

The panel were very impressed with Janice’s approach of ‘Engage, Inspire and Deliver Results’ to her work and her passion for data driven decisionmaking.  Janice made a very persuasive argument for how our MSc in Digital Marketing will take her career to the next level and how her inputs will enrich the experience of her University peers.

MEDIA CATEGORY

AHMAD

SOUBRA Senior Media Executive, Zenith

Ahmad’s submission showed he had undertaken extensive research on our postgraduate degree programme. He made a strong and convincing argument about how our MSc can bridge a gap for him and take his career to the next level. The panel were also impressed by the way that he supports and shares his knowledge within his organisation.

PR CATEGORY

SARAH KANJI Senior Account Executive, A eline

Sarah’s application was truly inspiring, reflecting some of the challenges she has faced and how she has used them to influence the way that she works and create brilliant outputs. Sarah’s commitment to doing good and making an impact also were highly commended by the judging panel, who are looking forward to her creative contributions to our MSc in Digital Marketing.

ABDALLAH ABDEL DAYEM, 30

Creative Director,  Momentum Egypt

Lina Fateen, Managing Director, Momentum Egypt, said: Abdallah is one of the hires that I am most proud of. He proved himself the minute he walked in the door, even though he was just a senior copywriter. He was an immediate fit with his team and the agency teams at large. Always pleasant, always listening for comments and areas of improvement. His focus on his quality of work and overall improvement is admirable.

ADELA FATALIYEVA, 29

Senior Art Director, Science & Sunshine – UAE

Nicolas Garcia, Creative Director, Science & Sunshine, said: You can’t teach the kind of vision, taste and passion for craft that Adela has. She might not be the loudest creative leader in the room, but her work speaks volumes and the impact of her creativity is impossible to ignore. She joined the agency in 2022 and quickly became one of our most valuable creative talents, helping bring in new businesses and a fair share of awards – including a silver trophy at the UAE Young Lions competition. Now, I don’t say this nearly as often as I should, but I’m incredibly proud and grateful for having her on our team.

ABDELRAHMAN ELDAKHS, 29

Art Director, Serviceplan Experience – Egypt

Bassem Alia, Regional Creative Director, Serviceplan Experience, said: He is a multi-faceted creative force. Abdelrahman began at an early age and has worked on big projects that have won him several award-winning campaigns. The way he can bring ideas to life with brilliance is what distinguishes him, and it presents a challenge to a number of people working in the creative field. Abdelrahman’s unique combination of skills, which combines genius with strategic acumen, has placed him as a force to contend with in the business world.

ADAN ALI, 25

Senior Account Manager, Saatchi & Saatchi Qatar

Yasmina Toak, Managing Director, Saatchi & Saatchi Qatar, said:

Adan is an exceptional account manager and an invaluable asset to our team. His dedication, hard work, and passion set him apart, making him one of the fastest-growing young professionals I’ve encountered. His diligence is second to none, and his commitment to excellence drives his rapid and exponential growth within our agency. He is highly trusted both internally and with clients, a testament to his outstanding stakeholder management skills.

ABDULAZIZ ALGAHTANI, 28

Business Development Director, Sifr Creative Group – Saudi Arabia

AHMED SELIM, 28

Senior Graphic Designer, Havas Middle East – Egypt

Leonardo Rosa Borges, Executive Creative Director, Havas Middle East, said:

Selim is a rising star in the team. She brings energy, positivity and a relentless drive to push creative boundaries. With an ever-present smile and a can-do attitude, he tackles challenges head-on, delivering fresh, impactful ideas that make a real difference. His passion for the craft and collaborative spirit makes him a standout talent, inspiring those around him. Selim doesn’t just follow briefs—he elevates them, constantly pushing for work that’s bold, meaningful and effective. C R E A T I V E F A C E S T O W A T C H

Amr Mergawi, Chief Creative Officer, Sifr Creative Group, said: Abdulaziz Algahtani is a visionary leader who has significantly contributed to Sifr Creative Group’s success. His ability to merge business strategy with creative execution has elevated the agency’s impact, securing major clients and projects. Abdulaziz’s leadership in business development and account management has led to groundbreaking creative campaigns, making him a driving force in the industry. His strategic mindset, passion for innovation, and commitment to excellence set him apart as a rising leader in the region’s creative sector.

AKHMED KHALED, 28

Senior Multimedia Designer, Seven Studios – UAE

Sara Raffaghello, Managing Director, Seven Studios, said:

Akhmed is an incredibly talented technical creative whose work consistently exceeds expectations. Akhmed’s proactive problem-solving and leadership have made him an invaluable asset to the team, constantly offering innovative solutions. His ability to seamlessly combine disciplines such as UI, cartography, infographics, and event concepts showcases his versatility. Akhmed is a creative powerhouse capable of driving results across any project, making him a truly remarkable all-rounder.

AJO JOSE, 27

UX/UI Designer, Crowd – UAE

Kuba Skowronski, Head of Design, Crowd, said:

He is the driving force on most of our digital projects and delivers work of the highest quality standard, helping us deploy innovative products in the digital space while at the same time contributing to elevating the aesthetic layer of our output. What is absolutely impressive about Ajo is the fact that he also shares his knowledge within his self-initiated institute and helps others achieve their career goals. A real bright star of our industry.

ALAA MAALIKI, 22

Account Executive, LION – UAE

Nafiz Faizal, Account Director, LION, said: Alaa is highly competitive, and that drive is what sets him apart. He’s always pushing to improve, whether it’s refining processes, strengthening client relationships, or ensuring the best creative output. He takes ownership of his work and doesn’t shy away from challenges, even when things get tough. Sometimes his high standards put extra pressure on him, but that same mindset pushes him to deliver. With his ambition and work ethic, I have no doubt he’ll continue to grow and succeed.

AMIEL BALUCH, 29

Senior Account Manager, MCH Global – UAE

Uli Stanke, Managing Director, MCH Global, said: Amiel is the kind of account manager every agency wants on their team – driven, solutionsfocused, and unshakeable under pressure. His ability to navigate complex projects with a level head and a sharp instinct for problemsolving makes him an invaluable asset. Beyond his natural hustle and can-do attitude, it’s his emotional intelligence and infectious energy that set him apart – rallying teams, keeping clients at ease, and ensuring no challenge is ever too big.

ALFIA SABINA, 26

Senior Account Executive, Memac Ogilvy Dubai – UAE

Adil Zghaoui, Regional Director, Health – MENA, Memac Ogilvy Dubai, said: Alfia is a quick learner who takes full ownership of her work. She brings a positive attitude to every project and builds strong relationships with both clients and colleagues. In a short time, she was entrusted with managing key clients. Her ability to understand client needs and consistently deliver results has made her a trusted partner. She’s someone you can rely on to get the job done and always exceed expectations.

AMMAR ALDOBAIS, 30

Art Director, Saatchi & Saatchi –Saudi Arabia

Ahmad Bayrakdar, Senior Creative Director, Saatchi & Saatchi, said: He is always ready to help and support his team, making him a responsible and dedicated member whom the creative team at Saatchi relies on. With a strong sense of art and beauty, Ammar is a lifelong learner, always exploring new tools, trends, and innovative ways to bring his ideas to life. In just a year at Saatchi, he has contributed to many successes, helping the team win pitches and achieve great results for our existing clients.

ALJOHARAH

ABDUALHAY, 24

Social Media Executive, BigTime Creative Shop –Saudi Arabia

Nael Girgis, Head of Innovation, Digital & Social Media, BigTime Creative Shop, said: With a creative mindset and a natural talent for storytelling, she transforms ideas into engaging visual narratives that resonate deeply with audiences. Aljohara’s ability to blend writing with visual communication demonstrates her unique talent for crafting compelling content. Her creative spirit and unwavering dedication make her an invaluable asset to our team.

ANEETA ABY, 25

Senior Strategist,  TBWA\RAAD – UAE

Catherine Bannister, Chief Strategy Officer, TBWA\RAAD, said: Aneeta can only be described as a true strategic wonder. She is an amazing combo of being smart, capable, thoughtful and composed with a quirky, fun, sassy side that brings the aspect of great thinking with a strong feel for what will resonate culturally and with the youth. As well as being there strategically in a very real sense for clients and new business, Aneeta is a spotter and contributor to the global Edges report. There is no doubt in my mind – Aneeta will totally conquer the planning world.

ASMA DAABOUL, 28

Senior Manager - Content, Saatchi & Saatchi MEA

Orson Baz, Business Director - Content, Saatchi & Saatchi MEA, said:

With a big smile and a cool demeanour, Asma always brings clarity and a creative way forward to challenging, multi-stakeholder situations. In less than a year on the e& portfolio, she’s established herself as the go-to person for all things content on the account, juggling multiple sub-brands along with super high-profile campaigns. Having worked on the media side prior, she’s also able to balance all considerations to bring clients the full package - insights, creativity and relevancy. She’s a real star!

ANZAN NAHAS, 29

Senior Designer, Leo Burne – UAE

Muhammad Ali, Executive Creative Director, Leo Burne , said: Anzan is a rare talent in our industry. His title may be senior designer, but his talents go far beyond. His passion for out-of-the-box thinking and experimentation has led him to become a multidisciplinary creative who jumps from motion graphics to mixed materials to experiential activations and even strategy. His hunger for creative excellence and interest in tech and strategy make him one creative worth watching.

ASHI KARUN, 23

Founder, CEO and Creative Direction, Dude Just Dude – UAE

Thejes Francis, Marketing Manager, Dubai Parks and Resorts, said: Her creativity, precision, and execution set her apart. She is honest, resourceful, and relentlessly committed to excellence. Ashi is a rare creative mind, consistently raising the bar. She is someone who follows through on her word and ensures that every detail is taken care of at the highest level. I have no doubt she’ll achieve incredible things, and I look forward to all our future projects together.

ANJALI DHAMI, 29

Account Director, Liwa Content Driven – UAE

Puja Banerjee, Business Director, Liwa Content Driven, said: From the moment Anjali joined Liwa as Account Director, she has been a force of nature –strategic, creative, and resultsdriven. With deep expertise in advertising across India and the UAE, she masterfully leads high-profile brands, delivering innovative campaigns that drive tangible impact. A visionary thinker with a relentless growth mindset, Anjali transforms challenges into opportunities, elevating both brands and teams. Her ability to blend strategic excellence with creativity makes her a standout talent.

ATHEER ALHASOUN, 25

AVINESH RAO, 28

Studio Lead, Sagerlabs – UAE

Alia Nabeel, Marketing Director, Swiss Arabian Perfumes, said:

Throughout our collaboration, Avi consistently demonstrated a high level of professionalism, creativity, and dedication to ensuring the success of our campaigns. Avi took full ownership of our account, always staying ahead of deadlines and managing all aspects of our social media content with meticulous attention to detail. His creative approach to content creation truly set him apart, bringing fresh ideas and innovative strategies to elevate our brand’s presence online.

Graphic Designer, BigTime Creative Shop – Saudi Arabia

Rayyan Aoun, Chief Creative Officer, BigTime Creative Shop, said:

A talented and hard-working graphic designer, she has consistently demonstrated creativity, dedication, and innovation in her work. Her contributions to global campaigns have been instrumental in delivering impactful visual storytelling, elevating brand presence, and driving engagement. Her work has not only gained recognition within the agency but has also contributed to award-winning projects. With a strong artistic vision and a commitment to excellence, she represents the future of design.

ANSAM AL YASEEN, 30

Communications Manager, Sagerlabs – UAE

Sara Adel, Country Manager, Sagerlabs, said: I’ve never met a client, team member, or even a passerby who wasn’t instantly drawn to Ansam. Her authentic personality, infectious energy and ability to deliver the toughest campaigns with a laugh make her truly unforgettable. She expanded our vision, launching our first 360 campaign in Jordan. She’s mentoring a team that once thought this level of success was out of reach. Simply put, we couldn’t do this without her.

CATHERINE DELOS SANTOS, 26

Creative Director, Onix Aviation – UAE

Oways Saleh, CEO & Founder, Onix Aviation, said: Catherine is passionate about her work, always gives her best and continues to grow in her career. She is a valuable member of our team, and I have no doubt she will achieve even more in the future.

DAHAB

ELKADY, 27

Creative, DUNE 23 Sports & Entertainment – UAE

Amanda Fox-Pryke, Senior Director, DUNE 23 Sports & Entertainment, said: With a keen eye for social content, she excels at identifying and capitalising on key trends, driving engagement and impact. Her creativity and strategic mindset make her a standout in the industry. As a strong team player with natural leadership qualities, Dahab not only delivers results but also inspires those around her.

CYNTHIA CHERFANCE, 27

Associate Creative Director, SSUP World – Lebanon

Farah El Kadi, Executive Creative Director, SSUP World, said:

Cynthia has a keen eye for details and a deep understanding of design principles, which allows her always to create visually stunning branding identities and design collaterals for clients. Cynthia has successfully led several branding projects and pitches, showcasing her ability to meet tight deadlines while maintaining high-quality standards and unique visual styles that allow her to bring every brand science to life.

CHAARULATHA RAMESH KUMAR, 24

Motion Graphics Artist and Editor, Liwa Content. Driven – UAE

Shantesh S Row, Executive Creative Director, Liwa Content.Driven, said:

Working with Chaarulatha has been nothing short of inspiring. From day one, she brought a unique blend of creativity, precision, and passion to our team. Her ability to transform ideas into visually stunning animations and edits is truly remarkable. She thrives under pressure, meeting tight deadlines with a calm, solution-driven mindset. Beyond her technical skills, she’s a team player, a constant learner, and a true creative force. Any project is stronger with her on it.

DAN AZAD MOHAMMED, 25

Copywriter, Brodmann10 – Iraq

Noor Shihab, Managing Director, Brodmann10, said: We met Dan as a songwriter for a commercial, and from the first moment, his talent was undeniable. It wasn’t just about music – it was about the way he instinctively grasped communication and storytelling. Though he wasn’t a copywriter, we saw an untapped creative force. His ability to merge sound, structure and storytelling in a way we hadn’t seen before transformed the way we think, adding depth and unexpected connections. Dan is proof that roles should be shaped around talent, not the other way around. Some people fit into positions; others, like Dan, redefine them, proving that creativity isn’t bound by job titles.

DALA BAHGAT, 24

Art Director, Leo Burne KSA

Tonie Tannous, Creative Director, Leo Burne KSA, said:

Dala Bahgat is a rising talent, driven by ambition, strategy, and creativity. She isn’t just climbing the ladder –she’s leaping past it. With a mature mindset and a sharp creative edge, she stands out as a force to watch. Her innovative approach and determination set her apart, making her not just a promising talent but a future industry leader.

AYA ABI-SALEH, 27

Senior Account Manager, Saatchi & Saatchi – UAE

Line Mansour, Associate Business DirectorCommunications Consultancy, Saatchi & Saatchi, said:

Aya is a force of nature –driven, passionate, and endlessly curious. She has an insatiable appetite to learn and an unwavering commitment to excellence. She is known to be the agency’s energiser, always pushing boundaries and inspiring those around her. It is a privilege to watch her shine, and she will continue to make waves in the industry.

AYA RAMADAN, 24

Graphic Designer, Memac Ogilvy Dubai – UAE

Nour Itani, Head of Design, Memac Ogilvy Dubai, said:

Aya has an incredible eye for design and a deep understanding of what works visually. She’s always on top of the latest design and social trends, questioning everything she does to ensure it meets both her own high standards and the brand’s. She never settles for anything mediocre – every project is polished, intentional, and thoughtfully crafted. Aya makes sure every detail is just right, making her a truly valuable part of any team.

DIANA ALAWIEH, 26

Senior Community Manager, BPG Group – Lebanon

Ben Schwartz, VP Client Services, BPG Group, said:

Diana is a reliable and dedicated team member who consistently delivers on the fast-paced demands of social media management. She handles challenges with a calm, solutions-driven approach and has proven herself to be adaptable, proactive and a team player.

DENISE GREGORY, 22

Junior Designer,  TBWA\RAAD – UAE

Joe Lahham, Managing Director, TBWA\RAAD, said:

A talented junior designer with a background in animation, Denise brings a unique storytelling approach to her work, infusing every project with creativity. With her collaborative spirit, curiosity, and fresh perspective, Denise is poised to become a standout talent in the industry.

DANA AL-SHEYYAB, 27

Senior Graphic Designer, Serviceplan Group Middle East – UAE

Nishant Shah, Executive Creative Director, Serviceplan Group Middle East, said: Dana doesn’t just design – she conjures. Logos? Stunning. Websites? Slick. Mood boards? You’ll want to frame them. She works harder than a Wi-Fi signal in a basement and still finds time to hype up young talent like a motivational speaker in cooler sneakers. Always ahead of trends, she probably knew about that font before it was cool. A team player with taste – both in aesthetics and in keeping the agency from creative despair. And if all else fails, she’ll lift the mood with a karaoke performance so pitch-perfect, even the fonts take notice. Hire her before someone cooler does.

EEMAN MAHMUD, 27

Copywriter, BPG Group – UAE

Aaron Leung, VP, Creative Director, BPG Group, said: Eeman joined BPG through our intensive six-month NXTR program, where she didn’t just participate – she stood out. With a relentless curiosity and hunger to learn, she quickly proved herself a creative force, earning a role as a junior copywriter. Her prior experience enables her to uncover the human stories behind data, bringing a unique perspective to our creative department. With her drive to learn and competitive spirit, she’s not just an up-and-coming talent – she’s one to watch.

DISHA KEWALRAMANI, 25

Senior Account Manager, OUI Agency – UAE

Sasha Young, Client Servicing Director, OUI Agency, said: Disha is a dedicated senior account manager who skilfully manages multiple projects with a proactive and solutions-driven approach. Her positive energy helps keep the team focused, ensuring projects run smoothly. Always strategic and committed to strong creative work, she builds lasting client relationships and contributes to business growth.

DANA FTOUNI, 28

Client Services - Account Manager, Havas Creative – UAE

Selina Khiroya, Client Services - Group Account Director, Havas Creative, said:

Her proactive nature to achieve business goals, push creative and collaborate with multiple client and agency stakeholders makes her an asset to the team. She works on one of our most reputable clients here at Havas Middle East – Adidas – and has been involved in creating awardwinning campaigns, along with playing an integral part in integrating both social and PR teams to create 360-degree campaigns.

DANIELLE SUMMERTON, 30

Founder & Events Director, MELA – UAE

Ellen Kerry, Head of Communications & Partner Engagement, Noon, said: Danielle has been instrumental in bringing Mela to life, leveraging her experience at one of London’s top agencies and deep regional knowledge. Her blend of production expertise and creative vision allows us to deliver some of the most well-executed events in the region. Recently featured for her New Balance Ramadan 2025 event, Danielle is truly one to watch.

ELIE MATTA, 29

Senior Art Director, SSUP World – Lebanon

Farah El Kadi, Executive Creative Director, SSUP World, said:

Elie has a remarkable ability to conceptualise and execute innovative 360-degree campaigns that engage diverse audiences. His expertise in design thinking, visual storytelling, and the latest execution trends makes him a key contributor to team success.

FRANCESCO NEGRI, 28

Senior Art Director, FP7McCann Dubai

Nayaab Rais, Executive Creative Director, FP7McCann Dubai, said: Francesco is an outstanding creative – charismatic, sharpeyed, and relentlessly dedicated - which makes up for his undying love of puns. He believes he’s a great copywriter –arguably decent – but undeniably an exceptional art director. Obsessed with perfection, he ensures every detail is topnotch – otherwise, in his words – and Italian accent – ‘Eh, what’s the point?’. He knows visuals must captivate and leave a lasting impact. Beyond his technical brilliance, Francesco is a positive force, always pushing for the team’s success. When he’s involved, nothing is ever just normal – it’s always something worth remembering. And filled with a lot of puns.

FARISHTE IRANI, 29

Senior Copywriter, Saatchi & Saatchi MEA

Nicolas Geahchan, Senior Creative Director, Saatchi & Saatchi MEA, said:

Ever since I’ve known her, Farishte has proven that she’s not one to rest on her past laurels. Even after her impressive achievements in India, it was clear that she came to Dubai hungry to prove herself even more. In her first year, she’s made it clear that she’s a hard-working, focused, proactive copywriter who is eager to collaborate and take ownership of projects. The fact that she won the Young Lions Bronze less than a year into her journey in Dubai is proof that this is only the beginning for her. I’m excited to see the things she will go on to do.

ELSA CHEMALY, 26

Senior Executive – Strategy & Insights, CATS Publicis Communications – Beirut and Saudi Arabia

FAHAD AL-DAWOODY, 26

Communications Executive, Sagerlabs – Iraq

Ansam Al Yaseen, Communications Manager, Sagerlabs, said: Though he joined as a junior just a few months ago, he has demonstrated skills beyond his level, attention to detail, ownership, common sense, creativity, and professionalism. In his first month, he launched two campaigns for Kenvue Levant and one for Unilever GCC, and by his third month, he successfully executed an onground activation for Kenvue. He handled it all with grace, confidence, and excellence.

Tahaab Rais, Chief Strategy Officer – Publicis Groupe Middle East & Turkey, said: Elsa is one of our most exciting talents. She transitioned successfully from her role focusing on just social and content strategy to creative and brand strategy. She is always participative in all our creative initiatives. She has shown an excellent eye for unique and untold insights. She has shown persistence in bringing her insights to life with creatives and has invested in her own learning and development as a strategist.

FATEMA LOKHANDWALA, 26

Junior Strategic Planner,  Auditoire MENA – UAE

Sam Zemouri, Executive Director, Auditoire MENA, said: Her ability to pair daring, out-ofthe-box ideas with well-researched insights results in work that is engaging, fresh, and filled with unexpected approaches to storytelling. Fatema pours her infectious curiosity, raw energy, and strategic mind into everything she does, making us all excited to see the heights she will reach.

GHIDA MAKKI, 26

Art Director, Publicis Groupe - Creativity At Scale – Lebanon

Sary Najjar, Senior Creative Director, Publicis Groupe – Creativity At Scale, said: Ghida is known for her impeccable eye for aesthetics and innovative approach to art direction. She seamlessly blends the latest trends with timeless design principles, ensuring every project is fresh and unique. Ghida’s creative thinking and adaptability enable her to consistently offer fresh perspectives and captivating designs. Her work never repeats itself, continually pushing boundaries and inspiring those around her.

FAHAD ALSIDDIQI, 26

Senior Creative Conceptualiser, Sifr Creative Group – Saudi Arabia

Amr Mergawi, Creative Chief Officer, Sifr Creative Group, said: With less than a year until graduation, Fahad has already proven himself as a rising Saudi creative force. He has contributed to three major campaigns, showcasing exceptional skills in music, illustration, branding, writing, and marketing. A true one-man agency, he tackles challenges with passion, originality, and a drive to make a lasting impact.

FRANCINE MANGLICMOT, 30

Senior Social Media Executive, Umami Communications – UAE

Bianca Diaz Bates, Head of Creative, Umami Communications, said: Francine is, simply put, in her own lane. She brings this fearless, unapologetic energy to everything she touches, constantly pushing the boundaries of what social should be. Her ideas are bold, her execution is sharp, and her tone of voice is unmatched – cheeky, clever, and impossible to ignore. Francine doesn’t just follow trends; she sets them. And beyond her own work, she lifts the team with her creativity, always challenging us to go further and think bigger. Every account she leads feels different, and that’s because she’s driving it. She’s a game changer, through and through.

HOUZAIFA JANDALI, 30

Senior Experiential Designer, MCH Global – UAE

Saheba Sodhi, Head of Strategy, MCH Global, said:

His mastery of spatial storytelling, journey mapping and scenography has contributed to some of our best work at the agency. From large-scale events to intimate brand moments, his designs are rooted in both creativity and the desire to push the envelope. With a keen eye for detail, his passion, his problem-solving skills and his collaborative way of working, I cannot wait to see the heights that Houzaifa will reach!

GREG BROWN, 30

Creative Director, Concrete Creative – UAE

Shehzad Contractor, Managing Director, Concrete Creative, said: Greg is a strategic, insightful, and relentlessly driven creative. His ability to craft compelling narratives and deliver impactful work sets him apart. Leading creative at Concrete Creative, he brings vision and excellence to every project. His contributions to the industry are truly outstanding.

GRETE STADALNIKAITE, 29

Senior Project Manager, MCH Global – UAE

Uli Stanke, Managing Director, MCH Global, said:

With a meticulous eye for detail and an unrivalled level of planning, she’s the backbone of many of the most important projects at MCH Global. Once something is in her hands, it’s safely delivered flawlessly on time, every time. Her dependability is unmatched, and her commitment to excellence never wavers. The hardest worker in the room, her operational mastery ensures chaos never stands a chance.

HASSAN ALSHAKRA, 25

Social Media Executive, BigTime Creative Shop – Saudi Arabia

Nael Girgis, Head of Innovation, Digital & Social Media, BigTime Creative Shop, said: Hassan stands out as a versatile professional in the digital landscape. His expertise in social media, strategy, and client servicing makes him an invaluable asset, effectively handling diverse challenges with ease. Hassan adapts seamlessly to shifting trends and client needs. His creative approach and dedication consistently drive impactful results, while his genuine interpersonal skills foster strong relationships and collaboration.

ISLAM RAMADAN, 29

Director of Photography, BPG Group – UAE

Aaron Leung, VP–Creative, BPG Group, said: Islam is a DoP with limitless potential. Never one to shy away from a challenge, Islam has been hands-on across our biggest accounts, delivering exceptional long and short-form content. From ideation to storyboard to final execution, he brings not just technical expertise but a deep understanding of how to make every shot count—creatively and within budget. In a world dominated by fast, disposable content, Islam stands out— someone truly passionate about the art of film.

ISHA SHARMA,

27

Senior Copywriter, Science & Sunshine – UAE

Nicolas Garcia, Creative Director, Science & Sunshine, said:

Isha isn’t just a talented writer. She has a knack for big ideas and the kind of work that makes brands relevant in today’s social-first world. Whether it’s shaping a brand’s tone of voice or cracking a big campaign, she brings clarity, creativity, and a little sunshine to every project. And she’s only getting better. With a few Effies, Clios, a UAE Young Lions Silver trophy under her belt – and plenty more to come – she’s definitely one to watch.

JACK ROGERS, 30

Associate Creative Director, Socialise Agency – UAE

Aurelien Fonteneau, General Manager, Socialise Agency, said: Jack is a well-rounded creative who seamlessly juggles big, bold ideas with beautifully crafted editorial content. Fluent across formats – from striking billboards to social-first storytelling – he adapts effortlessly to different platforms and audiences. His talent speaks for itself, said: recently promoted to associate creative director at just 30, he’s already shaping the agency’s creative output at the highest level. Beyond his craft, Jack is a great mentor, fostering the next generation of creatives and strengthening the agency’s creative culture.

JOHN MICHAEL ANDAL, 29

Content Creator, Leva Marketing Management – UAE

Joshua Distor, Creative Head, Leva Marketing Management, said:

John has been a fantastic addition to our team, bringing creativity and fresh ideas that have taken our content to the next level. His storytelling skills, attention to detail, and ability to push creative boundaries make him a valuable asset.

KHOULOUD SALHI, 30

Account Manager, Ykone – UAE

Magali Rady, Regional Managing Director, Ykone, said:

JONATHAN JOSE, 27

Mid-Weight Designer, JWI – UAE

Benjamin Thomas, Creative Director, JWI, said: Jonathan isn’t just a talented designer; he’s a creative problem-solver with a sharp eye and a knack for turning ideas into something special. What really sets him apart is his mindset. He listens, adapts and uses every challenge as a chance to improve, always coming back with work that’s smarter and stronger. He knows when to push creative boundaries and when to refine. He works closely with the team, brings fresh thinking to every project and always considers the bigger picture.

At the core of everything Khouloud does is her genuine commitment to understanding and connecting with people. She has an exceptional ability to look beyond the surface and see the person behind the title – whether it’s a client, an influencer, or a team member. This personal touch drives her work and sets her apart as not just a talented strategist but someone who understands the real human element that makes campaigns successful.

JADHESH V P, 25

AI Creative Technologist, Socialize Agency – UAE

Sooraj T R, Head of Innovation, Socialize Agency, said:

Jadhesh is playing a pivotal role in transforming the creativity and ideas of our team into astonishing results using Gen AI technology. His ability to seamlessly integrate AI into the creative process ensures that bold concepts don’t just remain ideas – they come to life with precision, innovation, and impact. With his forward-thinking mindset and expertise, Jadhesh is helping us adapt to the future of content creation and modern storytelling, redefining what’s possible at the intersection of human creativity and Gen-AI.

KARINE SAAD, 27

Social Media Manager,  VML – UAE

Hamza Zaiid, Head of Social, VML, said:

Karine’s infectious energy and fresh perspective make her a rising star in social media. Her ability to spot trends, craft engaging content and drive meaningful connections sets her apart. With a keen eye for innovation and a passion for storytelling, she consistently delivers impactful work. As she continues to grow, we’re excited to see her bright future unfold and the lasting impact she’ll make in the everevolving world of social media.

KINDA NAJJAR, 28

Senior Manager –Communications Consultancy, Saatchi & Saatchi – UAE

Line Mansour, Associate Business Director - Communications Consultancy, Saatchi & Saatchi, said: A jack of all trades, a master of all. Kinda continuously raises the bar in everything she does, with her ambition to always strive for greatness. She has a tenacious drive and a natural ability to lead. Kinda is an absolute superstar, and it is a pleasure working and learning from her.

KYLA VILLANUEVA, 24

CEO and Founder, Growth Creative Studio – UAE

Annabel Demana, CEO and Founder of Sizters App, said:

In a remarkably short span of time, Kyla has led impactful campaigns, built strong brand partnerships, and played a key role in our company’s growth. Despite her young age, Kyla’s passion, adaptability, and ability to execute high-level marketing strategies make her a standout talent in the industry. I have no doubt that she will continue to achieve great things in her career.

MALAIKA MENON, 26

Account Director, Them Again – UAE

Ben Griffiths, Executive Creative Director and Partner, Them Again, said: She is an increasingly rare character in today’s industry. Someone who is excited by the job, who strives for great work, but also holds creative and client equally accountable. Good ideas aren’t enough; you need the right people to help sell them and bring them to life. And Malaika is a great partner to creatives and clients alike. Anyone who has worked with her knows how lucky we are to have her at Them Again.

MARION CABATUAN, 26

DOP, Seven Media – UAE

Amina Chowdhury, Managing Director, Seven Media, said: Marion is, without a doubt, one of the most skilled DOPs we’ve had the pleasure of working with. From high-end luxury fashion and lifestyle films to striking corporate visuals, his experience speaks for itself. What started as a freelance role quickly turned into an integral part of our team. His understated yet powerful approach to storytelling sets him apart, making every frame he shoots both meaningful and visually stunning.

MAHMOUD ZINC, 29

Visual Content Creator, FP7 McCann Riyadh –Saudi Arabia

Ibrahim Hasan, Head of Digital, FP7 McCann Riyadh, said: Mahmoud’s creativity, adaptability, and deep understanding of market trends make him a standout talent in the industry. His dedication to pushing creative boundaries, combined with his technical expertise in videography and editing, ensures that every project exceeds expectations. With a passion for innovation and a drive for excellence, Mahmoud is a rising force in digital media and a valuable asset to any brand.

MARIAM MAROOF, 25

Junior Copywriter, Serviceplan Group Middle East – UAE

MAI ISKANDER, 29

Editorial Manager, Socialize Agency – UAE

Jack Rogers, Associate Creative Director, Socialize Agency, said:

Mai is one of the most ambitious, eagerto-learn and determined creatives I’ve had the pleasure of working with. It’s rare to find someone who’s comfortable wearing so many different hats, and her insane knowledge of every single corner of every single social platform terrifies me. She already is, and will continue to be, a creative force to be reckoned with. She also recently won Silver at the Cannes Young Lions 2025

MANASI BHASKAR, 28

Digital Account Manager, Arduina MENA – UAE

Ali Fathalla, Business Director, Arduina MENA, said:

Manasi is the backbone of every project she touches—meticulously organised, detail-oriented, and unwaveringly dedicated. She builds trust and strong relationships with clients, adapting to their needs while ensuring internal teams stay aligned. A true team player, she never hesitates to roll up her sleeves, often working late into the night. She does not rest till the job is done and done well. Keep an eye on her; she will go on to achieve great things in her career.

Nishant Shah, Executive Creative Director, Serviceplan Group Middle East, said: Mariam’s mind is a treasure chest of brilliant, slightly unhinged ideas – but she keeps the lid shut until you ask. Then, boom. Genius. Her writing has that rare, effortless charm – like an ad that accidentally became your favourite conversation. She’s quiet, but when she speaks, it’s pure Yoda-level wisdom –minus the confusing grammar. One of the most reliable writers in the game, she delivers gold every time. Also, considering her love for horror, we fully expect her to vanish one day – only to reappear as the mastermind behind a bestselling thriller. Until then, we’re lucky to have her.

MELQUIADES CHRISTIAN M ABRERA, 28

Content Manager, FP7 McCann – UAE

Ibrahim Hasan, Head of Digital, FP7 McCann, said: Mel’s creativity and artistic vision are invaluable, bringing a fresh perspective to every project. His charisma and passion make him not just a great creator, but also a fantastic team player. Always pushing boundaries, he never settles, constantly learning and evolving. His versatility across high-end production and social-first content makes him truly one of a kind.

MOHAB FIKRY, 27

Senior Copywriter, FP7 McCann Cairo – Egypt

Mostafa Sherif, Executive Creative Director, FP7 McCann Cairo, said: Mohab is a highly dedicated and passionate creative professional who truly loves what he does. Not only is he incredibly talented, but he also demonstrates a high level of professionalism and punctuality. What sets Mohab apart is his versatility; he excels at working on a wide range of creative concepts, scripts, and even music lyrics.

MAYA HILAL, 29

Marketing Manager, The Bold Group – Saudi Arabia

MELANIE ABOU CHEDID, 22

Art Director, Dentsu Creative – Lebanon

Patricia Charabati, Associate Creative Director, Dentsu Creative, said:

Melanie is a firecracker. Full of ideas and creativity, she brings a breath of fresh air to an industry that, in my view, has been losing its daring edge. She’s a multi-talented force who not only stays true to herself but also infuses every project with her contagious energy. Whether leading or collaborating, she has a way of making people feel her passion. Keep your eye on her. She’s a rockstar!

MOHAMMAD EL TAYECH, 25

Strategy Manager, Havas Middle East – UAE

Alejandro Fischer, SVP Strategy, Havas Middle East, said:

Mo is a passionate strategist who seamlessly bridges data-driven insights with cultural intuition, making his work both rigorous and deeply relevant. Beyond his sharp thinking, he is highly collaborative, always engaging with the team to push ideas further. His ability to connect the dots between numbers and human truths sets him apart, ensuring his strategies are both impactful and actionable. What truly defines Mo, though, is his relentless drive to improve—constantly refining his craft, challenging himself, and elevating those around him.

Abeer Alessa, Co-Founder & CEO, The Bold Group, said: Maya is a strategic and creative force in communications and marketing, driving impactful transformations with clarity and precision. She led the successful launch of a multi-subsidiary group, executed major rebrands and positioned leadership in the media with a sharp, well-crafted narrative. Her ability to bridge strategy and execution sets her apart, navigating high-stakes challenges, aligning diverse teams, and shaping stories that resonate. She doesn’t just run campaigns; she builds brands, influences perceptions and elevates every project she works on.

MARTIN ISKANDER, 26

Art Director, Quill – UAE

Pavishia Nair, COO, Quill, said: He does not just create visuals – he tells stories through his work, ensuring that every design, illustration, or concept carries meaning and depth. His ability to translate ideas into emotionally resonant artwork makes him an invaluable part of any project. Whether it is a complex campaign or a bold creative vision, he is always at the heart of thought-heavy, storytellingdriven projects, shaping ideas into visuals that speak, inspire and leave a lasting impact.

MAYA TANNOUS, 22

Executive - Strategy & Insights, Publicis Middle East – UAE

Tahaab Rais, Group CSO, Publicis Groupe ME&T, said:

Maya is an interesting and very worthy story. She started out in account management but has always shown a keen strategic eye. She was always curious in trainings and extremely participative. So, when she expressed her interest in moving to strategy, we didn’t flinch or question. She has been an excellent addition to the strategy team at Publicis Middle East and has shown positive energy, unearthed exciting insights and carries a can-do attitude that will serve her beautifully on her journey to the top.

MOMINA KHAN, 29 Art Director, LION – UAE

Osama Siddiq, Executive Creative Director, LION, said:

Momina is always ahead of the curve, especially when it comes to integrating AI into our creative processes. She finds smart ways to use it without losing the human touch, making our work sharper and more efficient. Her creative instincts are spot-on; she brings fresh, strategic ideas to the table and executes them beautifully. She’s proactive, resourceful, and always looking for ways to push the work further. A true asset to any team.

NAJLA ABDULLATIF ALI, 24

Strategy & Insights Executive, Saatchi & Saatchi – KSA

NADA BAKKAR, 26

Art Director, Leo Burne Riyadh

Tonie Tannous, Creative Director, Leo Burne Riyadh, said: Ambitious and driven, she continuously pushes boundaries in pursuit of success. Her passion and thirst for innovation set her apart, making her a force to be reckoned with in the industry. With a keen eye for fresh ideas and a relentless drive to evolve, she embodies the future of creativity. Nada’s work is not just inspiring –it’s a testament to the power of vision and determination.

Tahaab Rais, Group CSO, Publicis Groupe ME&T, said: Najla is a Saudi star worth watching. She is brilliant at what she does when it comes to uncovering and unravelling Saudi insights as a strategist and helping us make our work more locally attuned and effective. But she’s also a brilliant mind, beyond our field, which is what makes her a talent worth noting. She has an entrepreneurial mind and is a consistent winner at major idea hackathons in Saudi Arabia.

NAJI SARGI,

27

Filmmaker / Multimedia Producer, Seven Studios – UAE

Amina Chowdhury, Managing Director, Seven Studios, said: The younger twin of Samer by just five minutes, but equally as talented, Naji shares the same creative spark that runs in the family. A fine arts graduate from Damascus, he and his brother have become an inseparable duo on set, bringing a unique synergy that clients love. His keen eye for cinematography and visual storytelling is evident in his work, making every film he touches a true reflection of his craft.

NADINE

ADNAN ZAKI,

26

Multimedia Designer, Serviceplan Experience – Egypt

Bassem Alia, Regional Creative Director, Serviceplan Experience, said: Nadine has proven the unspoken phrase of ‘women can’t’ wrong by tearing down walls with her outstanding determination. She was determined to improve her video design and her skills at the racecourse by buying a drifting E46 racing car that she modified herself. Thanks to her determination, she is now one of the top multimedia designers in the automobile sports sector. Her journey is a perfect example of how love and inspiration can lead to a great job and a significant impact on her work.

NADA MOHAMED, 22

Junior Creative Designer, Auditoire MENA – UAE

Sam Zemouri, Executive Director, Auditoire MENA, said:

Nada is an exceptional young talent. A rare combination of passion, resilience, and unstoppable curiosity. Her ability to absorb knowledge and transform it into outstanding artistic direction is nothing short of remarkable. In every room, she stands out – not just for her ideas but for the fire behind them. Her rapid progression, fearless creativity and relentless drive make her truly deserving of this recognition. She isn’t just promising; she is already remarkable.

Yasmin Sindi, Creative Director, Leo

, said:

As a creative, she stands out not only for her exceptional design talent but also for her remarkable speed in critical thinking and problem-solving. She consistently delivers innovative solutions that push boundaries and elevate our work. Her ability to rapidly derive impactful design, even under pressure, is unparalleled. Njood brings fresh perspectives to every project and is a true team player, inspiring those around her. Her creativity and hard work make her a key pillar of the team.

NJOOD ALABBADI, 28

Designer, Leo Burne – Saudi Arabia

Burne

NOORHAN ABDULWAHAB ABUTABIEKH, 27

Communications Executive, Sagerlabs – Iraq

Nisrine Hajj Ali, Marketing Director, Baghdad Mall, said: Her creativity shines in every campaign, in the way she conveys our brief with the internal design team to develop key visuals for our campaigns, ensuring they are both impactful and aligned with our brand. Noorhan has a natural talent for crafting engaging social media videos and content that capture attention. Beyond her skills, she is a joy to work with. Incredibly kind, positive, and always collaborative.

NOUR

HAMZE, 27

Social Media Manager, FP7 McCann Riyadh – Saudi Arabia

Ibrahim Hasan, Head of Digital, FP7 McCann Riyadh, said: Nour is one of the most reliable and creative social media talents I’ve worked with. She has a sharp understanding of what makes content connect and always pushes ideas further to deliver great results. Whether leading strategies or managing day-to-day execution, she brings fresh thinking, energy, and dedication to every project that comes her way.

PAULA ZAMBRANO,

29

Senior Art Director, Cheil MEA – UAE

David Sanchez, Associate Creative Director, Cheil MEA, said: She has consistently demonstrated exceptional work ethic, enthusiasm, and a proactive spirit. I have had the privilege of working alongside her on international campaigns that have elevated both the brand and the company to new heights. She is a vital asset to our team, and I have no doubt she will continue to achieve remarkable success.

NUZEEN AZIZ, 26

Designer, Publicis Groupe – UAE

Tahaab Rais, Group CSO, Publicis Groupe ME&T, said: Nuzeen is our rock in the strategy community at Publicis Groupe. What does she not do? She helps us think more creatively. She helps us make things look more creative and cooler. She helps organise our award submissions and also inspires and plays a crucial role in them. She also invests in her own growth and development by constantly learning and training harder. She also works hard. She’s committed. She’s loyal. She’s ambitious. She’s talented. She is a great teammate. And one you want to go into battle with.

PAOLO BRUNI, 28

Junior Project Manager, Imagination – UAE

Viviana Stecconi, Client Services Director, Imagination, said: His down-for-anything attitude makes him an invaluable asset across every type of project – on the ground, being in 100 places at once, or behind the screen across 100 decks. His ability to pick up and run with anything thrown at him proves his unending resilience. Even after three days on-site with no sleep, thousands of steps, and handling everyone from uber-cool clients to ultra-corporate types, you’ll always find him upbeat and joyful with a smile and a kind word for everyone.

PIA SAGHBINI, 27

Manager - Communications Consultancy, Leo Burne Dubai – UAE

Nadim AlNachawati, Business Director - Communications Consultancy, Leo Burne Dubai, said: Pia embodies a dynamic spirit and is consistently motivated by a strong desire to achieve excellence. She stands out for her strong skills, keen attention to detail, and drive for success. Pia’s talent for combining creativity with strategic insight has brought great success, making her an invaluable part of our team at Leo Burnett in Dubai. We are excited to see her continue to grow and develop her talents further, as she undoubtedly has a bright future ahead in the industry.

RAMI AL TURK, 29

Senior Executive - Content, Saatchi & Saatchi KSA

Bushra Ammar, Associate Business Director - Content, Saatchi & Saatchi KSA, said: Every office has that one person who’s the driving force, the energy – that’s Rami. Always ready to help, always pushing boundaries, and always bringing fresh social media perspectives to the table. His dedication goes beyond the job; it leaves a lasting impact on everyone around him. And when it comes to social media? He lives and breathes trends and instinctively knows what works. Keep an eye on his TikTok – it’s light-hearted, sharp, and just a glimpse of his creative vibe.

RAYA MARAQA, 26

Senior Social Media Manager, Assembly – UAE

Mariam Abouseif, Social Media Director, Assembly, said:

Her flawless organisation and ability to lead accounts independently set her apart, requiring minimal oversight while delivering exceptional results. She manages clients with confidence and care, building strong relationships effortlessly. Always supportive and solution-orientated, she makes working together effortless, elevating both her team and her projects. A true asset to Assembly MENA, she’s not just a rising talent in social media – she’s someone who makes an impact with both her work and her kindness.

SALMA KHALIFA, 23

Senior Account Executive, JWI – UAE

Adele Baxter, Client Services Director, JWI, said:

Since joining JWI, Salma has excited the team with a fresh perspective and remarkable creative energy. A natural problem-solver with a relentless drive to learn, she has quickly established herself as a key player within the team and a trusted partner for clients. Her strategic mindset, passion and dedication have accelerated her progression at JWI. Salma is a special talent that we’re excited to continue nurturing.

ROMANE MONNIER, 25

Senior Social Media Executive, FP7

McCann – Qatar

Abdallah Al Zagha, Head of Social, FP7 McCann, said:

RAYAN KHALIL, 22

Art Director, Dentsu Creative MENA – Lebanon

Patricia Charabati, Associate Creative Director, Dentsu Creative MENA, said: Having been in the industry for a while, it’s rare to find people who approach this chaotic space with true artistic creativity. Rayan has proven to be more than just an art director; he’s a leader who understands what it takes to guide and help people evolve. He brings artistry and ambition to everything he does, always eager to learn and grow. Beyond that, he takes on pitches with confidence and can be trusted to deliver flawlessly every time.

REEM SLEEM, 25

Senior Influencers Executive, Assembly – Egypt

Mariam Abouseif, Social Media Director, Assembly, said: Her dedication and organisation have made a lasting impact, ensuring seamless influencer campaigns while uplifting those around her. Beyond her strategic mindset and attention to detail, it’s her kindness and unwavering support that truly set her apart. She navigates challenges with grace, tackles every project with precision, and consistently goes the extra mile. A true rising talent, she embodies the future of influencer marketing – sharp, driven and always leading with heart.

Romane is a creative and ambitious force in the social media industry, with a sharp eye for detail and a talent for crafting impactful digital experiences. She has played a key role in developing innovative campaigns that drive engagement and elevate brand storytelling. Her ability to blend strategy with creativity, adapt to trends, and execute with precision makes her stand out. More than just a skilled professional, Romane is a future leader, inspiring those around her with her dedication and vision.

REVATHI RANJITH, 25

Junior Copywriter, TBWA\RAAD – UAE

Frederico Roberto, Executive Creative Director, TBWA\RAAD, said: Reva can only be described as a ball of energy that can never be switched off. As a junior copywriter, she’s always eager to learn, push ideas further, and impress us with her work. Her unique sense of humour and collaborative spirit make every project more exciting, leaving a lasting impression on everyone she works with. From witty scripts to catchy songs, she never fails to surprise and inspire us – we can’t wait to see what she comes up with next.

RUAA YOUSSEF, 23

Strategy Executive, BPG Group – UAE

Ben Schwartz, VP Client Services, BPG Group, said: Ruaa joined BPG as part of our NXT internship program, where she quickly stood out for her analytical mindset, diligence, and fresh perspective. Her ability to merge data with creative strategy has made her an invaluable asset to our team. She is thoughtful, insightful and always eager to push ideas further. Her contributions across key accounts have demonstrated maturity beyond her years, making a real impact on brand strategy and customer experience initiatives.

SALMA SABEK, 24

Junior Account Manager, LPS Brands – UAE

Vivek Namboodiri, Account Director, LPS Brands, said: I have had the pleasure of working with Salma, and I am impressed by her dedication and thought process for the brands she manages. She consistently delivers customer satisfaction and delight and ensures highquality output for the brands. Salma’s proactive approach and exceptional client servicing make her an invaluable asset to our team.

SAMA BADRAN, 27

Account Manager, Face to Face – UAE

SARAH AL KUBAISI, 26

Creative Visualiser, Sagerlabs – Iraq

Sara Adel, Country Manager, Sagerlabs, said:

A bright dentist turned creative, she joined as an intern, quickly mastering research and concept development. Within three months, she pitched solo to a global client and won. Leaving dentistry to pursue creativity was bold, but today, less than two years in, she’s leading campaigns for local and global brands across Iraq and the GCC, captivating top marketing leaders. Now mentoring interns, she pours her passion into shaping the next generation. Her relentless drive, whether in work or even learning to swim as we learnt last year, proves that for Sarah there are no limits, only possibilities.

REEM ALOTAIBIE, 27

Copywriter, Dentsu Creative – Saudi Arabia

Faisal Aldakheel, Senior Creative Copywriter, Dentsu Creative, said: Reem is an ambitious individual who is open to new ideas, particularly in our constantly changing field. She is dedicated to writing and developing concepts that align with the strategy and main objectives of this campaign. This demonstrates her commitment to the vision and mission, enhanced wby her creative touches. As a result, she continually evolves and becomes a better version of herself with each new project.

SAMER SARGI, 27

Amina Chowdhury, Managing Director, Seven Studios, said: One half of a dynamic duo, Samer is a gifted filmmaker with an eye for storytelling. Born in Syria and trained in fine arts in Damascus, he brought his talent to Dubai, where he has worked with some of our most esteemed clients, creating films that leave a lasting impact. More than just a filmmaker, Samer is the energy of the team; his passion shines through in every frame he shoots and every edit he makes.

Mark Sell, CEO, Face to Face, said: She embraces every challenge and opportunity thrown at her, bringing a strong strategic and creative intuition to each project, guiding and inspiring the teams to help deliver successful results. Her calm, confident and collaborative approach means she builds relationships quickly and instills a sense of trust and appreciation in both clients and colleagues alike. A brilliant start from Sama and, undoubtedly, with a lot more to come.

SAM WALKER, 27

Senior Production Manager, Imagination – UAE

SAQUIB WAKANKAR, 25

Junior Production Manager, Serviceplan Group Middle East – UAE

Geetika Sood, Head of Production, Serviceplan Group Middle East, said: Our agency has been on fire this past year, rolling out stellar work across all our brands with insane consistency. A huge part of that? Saquib. His tenacity and dedication keep the team running at full speed. He’s got this energy that lifts the floor and has immense patience, which everyone respects. Honestly, he makes us all look good. Having him on board isn’t just a win – it’s a flex. Couldn’t be prouder to have a solid team player like Saquib on the team.

Michael Slater, Head of Production, Imagination, said: Sam’s youthful presence is nothing but fiction once you see the incredible depth of knowledge, know-how and unparalleled technical brain once it comes down to it. Appearing to have been born to handle only the most difficult and complex deliveries, Sam is, undoubtedly, a unique talent. His ability to seamlessly balance massive budgets, challenging deadlines, and near-impossible projects has made him a backbone for our regional and global offers. Never one to back down from a challenge, he appears to duplicate and then triplicate himself on-site if the project needs it.

SABINE SAIFI, 29

Senior Digital Designer, Cheil MEA – UAE

James Tan, Creative Director, Cheil MEA, said:

Sabine is a talented and experienced designer who constantly hones her design skills to craft impressionable work for a multitude of brands. Her passion for exploring new styles and blending them with the work she creates has led her to develop design solutions with a fresh perspective.

Filmmaker / Multimedia Producer, Seven Studios – UAE

SARAH HELAL, 26

Social Strategy Manager, Havas Creative Middle East – UAE

Ayah Mounzer, Social Media Director, Havas Creative Middle East, said:

Sarah is a rare creative force in social and strategy, turning everyday moments into compelling brand stories. She has an exceptional ability to see the spark in the smallest details and transform them into impactful narratives that resonate. Her strategic mindset, combined with a deep understanding of digital culture, allows her to craft innovative campaigns that drive engagement and build brand love. Passionate, insightful and always ahead of trends, Sarah doesn’t just follow the conversation, she creates it. Her talent, dedication and visionary approach make her a standout in our industry.

SHENENKA FERNANDO, 27

Social Media Executive, Umami Communications – UAE

Bianca Diaz Bates, Head of Creative, Umami Communications, said: Shenenka is one of those people who quietly make a big impact. She’s hard-working, sweet, and quietly hilarious. And somehow all of that comes through in her work. There’s this charm to everything she creates – a softness and humour that just clicks with people. It feels real, and that’s exactly why it resonates. She’s proof that content doesn’t need to shout to stand out.

SARAH LABRIOLA, 24

Graphic Designer, Chain Reaction – UAE

Carel Christie, Creative Director, Chain Reaction, said: Having joined our team as only an intern while still studying, she has not only improved in leaps and bounds but also transformed herself into a valuable asset to our team. If this is only the beginning of her career, she would definitely be a force to reckon with in the creative industry.

SHABBIR SALUMBARWALA, 26

Video Producer, Tyra Creative – UAE

SHERIF ABBASSY, 29

Senior Social Media Executive, Umami Communications – UAE

Bianca Diaz Bates, Head of Creative, Umami Communications, said: Sherif is the quiet powerhouse of the team. He obsesses over the details most people wouldn’t even notice, and that’s exactly what makes his work so beautiful. He brings this sense of elegance and poetry to everything he creates, turning content into actual art. And it’s not just pretty – it performs. Sherif has delivered viral work that’s cut through the noise, and not by luck, but through his relentless dedication to craft.

TALA AL CHAMI, 24

Senior Content Executive, Saatchi & Saatchi Qatar

Yasmina Toak, Managing Director, Saatchi & Saatchi Qatar, said: Tala is an incredible resource, always staying up to date with the latest trends and excelling at social media strategy and execution. Clients love and trust her for her kindness, compassion, and consistent ability to deliver on her promises. Tala brings fresh, innovative ideas to the table, and her energy is contagious.

Tyra Shakil, Creative Director, Tyra Creative, said: His ability to transform ideas into visually stunning stories sets him apart. With a sharp eye for detail and a problemsolving mindset, he ensures every project runs smoothly, no matter the challenges. His passion for storytelling, creativity, and commitment to high-quality execution make him an invaluable asset. Whether it’s a high-pressure shoot or a last-minute edit, he delivers with precision and impact. Shabbir’s work speaks for itself, and his dedication to the craft makes him a standout in the industry.

SIDRA FAREED, 25

Junior Strategist, Imagination – UAE

Christophe Castagnéra, Head of Strategy - Middle East, Imagination, said: With an outstanding knack for cultural nuances only matched by her endless curiosity – she has consistently risen to the occasion on ever more complex projects without missing a beat. An impossibly calm individual, she is a beacon of knowledge for clients and coworkers alike. Sidra’s remarkable work ethic is only outshined by her thoughtfulness and care for others in big-hearted ways, which make her a joy to work with.

TAMARA OSMAN, 27

Arabic Copywriter, Cheil MEA – UAE

James Tan, Creative Director, Cheil MEA, said: Tamara is a spirited and talented Arabic copywriter who harnesses the power of the written word to craft witty Arabic first lines for campaigns. Leveraging local insights and research to spark ideas, she channels her passion for writing into telling meaningful brand stories that resonate with audiences across the region.

ZUHA SHAIKH, 25

UX Manager, Assembly – UAE

Zoya Shahid, Head of CX, Assembly, said: Zuha has been amazing at understanding clients’ needs and translating them into measurable results. In her effort to upscale CX, she has revamped AFA websites, upscaling experience and business numbers. Since she entered the account, it has seen a 200 per cent improvement in usability and design process. The turnaround times have gone down by 140 per cent. With the design thinking framework at her core, she has been transforming businesses and helping them reach their full potential, making her a lethal combination of visual precision and business excellence.

YASMINE ABBASSY, 25

Senior Executive - Content, Publicis Media – UAE

Dina Salem, Business Director – Content, Publicis Communications, said:

From day one, she stepped in with confidence, enthusiasm, and a strong understanding of the work, quickly adapting to the fast-paced environment. Her commitment, attention to detail, and ability to take ownership have been incredible to witness. Most importantly, she has earned the trust and respect of her clients, proving her reliability and dedication.

YARA MAALOUF, 28

Senior Social Account Manager, Memac Ogilvy Dubai – UAE

Karl El Hi i, Head of Social, Memac Ogilvy Dubai, said: I’ve had the privilege of working with Yara across agencies, and her talent, finesse, and strategic vision are truly exceptional. She combines creative instinct with deep technical acumen, making her an invaluable force in the industry.

TAMMAM SHAYYA, 29

Multimedia Graphic Designer, Quill – UAE

Pavishia Nair, COO, Quill, said: He is not only exceptional in his work but also a natural leader who uplifts and empowers those around him. His ability to foster collaboration, encourage growth, and support his team makes him an invaluable asset. Tammam’s vision, generosity, and unwavering belief in people’s potential set him apart. His ability to lead with both heart and strategy makes him an outstanding candidate for this recognition.

VANSH ASHOK SHETTY, 24

Content Creator, LEVA Marketing Management – UAE

Joshua Distor, Creative Head, LEVA Marketing Management, said: Vansh has been a crucial part of our creative team, showcasing impressive growth from an intern to a key content creator. His dedication to staying ahead of trends and continuously improving content quality has made a significant impact on our clients’ campaigns. He brings creativity, adaptability, and a strong work ethic, contributing to the team’s overall success.

YASSIN MONTASSER, 29

Senior Manager - Strategy & Insights,  Saatchi & Saatchi – UAE

Tahaab Rais, Group CSO, Publicis Groupe ME&T, said:

Yassin is a star. Ever since his interview, when he decided to give the ‘task’ in the interview another go because he felt his earlier submission wasn’t good enough, to working on some of our most important clients, to writing beautiful award submissions and contributing to exciting creative opportunities, he has really earned our respect. He’s also an innately creative and ambitious individual, and that serves him well in a creatively driven and rewarding culture such as ours. He is rocking things at Saatchi & Saatchi, and I’m excited to watch him rock the industry in the years to come.

ABDULLAH KHADER, 27

Executive – Technology and Activation Group, Publicis Media – Jordan

Anjesh Menon, Senior ManagerTechnology and Activation Group, Publicis Media, said:

Abdullah has exceptional skills in adtech and has self-taught coding, enabling him to automate manual ad operations tasks. In a short time, he has become the go-to person for the team, especially for advanced troubleshooting and process optimisation. His deep product knowledge allows him to support the team effectively, and he has received multiple shoutouts for simplifying daily tasks and standardising processes.

ADHAM BARAKAT, 26

Senior Social Media Executive, Netizency – UAE

Tamara Habib, Chief Operating Officer, Netizency, said: Adham is a true go-getter, tackling every challenge with determination and enthusiasm. His passion for growth and eagerness to learn are evident in everything he does. In a short time, he has made a remarkable impact – earning the trust of both clients and colleagues, swiftly rising through the ranks, and now leading a team of two while managing multiple accounts. Adham is a rising star at Netizency, and we’re excited to see all that he will achieve in the future.

Abdulrahman’s journey at SellThru over the past four years has been nothing short of inspiring. From tackling day-to-day campaign execution to now leading complex strategies, his growth reflects his dedication and expertise. He has a sharp eye for data, turning insights into high-performing marketing strategies that drive real business impact. His ability to manage multiple clients, optimise campaigns, and mentor his peers makes him an invaluable part of the team. D I G I T A L F A C E S T O W A T C H

ABDULRAHMAN FALAH HASSAN, 30

Senior Account Strategist, SellThru – UAE

Vishakha Mehra, Growth & Marketing Director, SellThru, said:

ALANOWD ALHOBIB, 23

Digital Account Executive, APCO Worldwide – Saudi Arabia

Nominated by Aaron Hamilton, Head of Digital, Saudi Arabia, APCO Worldwide: I strongly recommend Alanowd Alhobib for Middle East Campaign’s Agency Faces to Watch 2025. Alanowd is a motivated, resultsdriven marketer with a passion for digital strategy. Her rapid growth, from intern to full-time, showcases her dedication and adaptability. With a marketing degree and expertise in both digital and traditional methods, she consistently delivers impactful campaigns. Alanowd’s proactive approach and commitment to innovation make her a valuable asset. Her ability to translate knowledge into results is exceptional. Alanowd’s talent and drive make her a perfect candidate for this recognition.

ALANA ASHOUR, 24

Social Media Executive, Serviceplan Arabia –Saudi Arabia

Nominated by Ahmad Hij jeh, Head of Social Media, Serviceplan Arabia:

Alana Ashour is a very dynamic and innovative social media executive who always brings passion, creativity, and strategic thinking to every project. In addition to her passion for automotive and motorsport marketing, she is excellent at crafting compelling narratives and engaging audiences and, therefore, drives impact. This ability to transform events into immersive digital experiences, orchestrate viral influencer collaborations, and foster vibrant online communities sets her apart. Her adaptability, commitment to excellence, and collaborative spirit make her an invaluable asset to any team. She thrives in fast-paced environments, always pushing boundaries to deliver outstanding results.

AHSAM AHMAD, 27

Senior D2C Strategist & Data Analyst,  Cheil MEA – UAE

Nominated by Cressida Pickavance, Director, D2C Group, Cheil MEA: Ahsam is a key asset to Cheil, offering exceptional strategic insight beyond his CRM role. His expertise and passion have significantly impacted our clients, driving positive results. No challenge is too big for Ahsam; his ambition and continuous learning make him stand out, even outside his core skill set. As a data analyst, he blends a sharp strategic mindset with a desire to innovate. His collaborative spirit and positive solution focused attitude make him a joy to work with.

AMIRA OMRAN, 27

Content Creation Executive, A eline – UAE

Nominated by Sophie Simpson, Managing Director – Middle East, A eline: Our social butterfly. Amira brings everyone together through her beautiful energy and personal approach. She always makes you feel valued as a colleague or a client and never hesitates to suggest new ideas and challenge ideas.

ASMA ALAMI, 27

Senior Social Media Executive, Netizency – UAE

Nominated by Natacha Karkour, Social Media Director, Netizency:

Asma truly pours her heart into the job, always going the extra mile. When she’s excited about a project, you can feel it, it’s contagious.

Her client relationships are exceptional; she connects with them on a level that goes beyond business – they literally once sang together on a call.

With her drive and enthusiasm, she has so much potential, and I know she’ll keep doing great things.

ASHWIN MENEZES, 28

Web Developer, Cheil MEA – UAE

Nominated by Adeline Chew, Head of Brand Experience, Cheil MEA: I enthusiastically nominate Ashwin to be the Faces to Watch in the changing industry. Despite being at a junior level, Ashwin demonstrates exceptional drive and innovation in his approach to development. His insatiable curiosity for emerging technologies and new media solutions sets him apart from his peers. Ashwin goes beyond conventional solutions, actively seeking cutting-edge approaches to deliver optimal results. His passion for digital innovation is evident in how he tackles challenges, consistently pushing boundaries to create forward-thinking solutions. The combination of technical aptitude and creative problemsolving makes him a rising star in our industry’s digital transformation landscape.

AMENA AL ASLAMI, 29

Associate Account Director, digitalfarm – UAE

Nominated by Thomas Dillon, Managing Director, digitalfarm:

From starting as an intern in 2018, when digitalfarm was a small team of just 15, to rising to Associate Account Director within a team of over 200, Amena is an exemplary communications professional who consistently strives for excellence in every project she takes on.

Amena’s meticulous attention to successful project execution and her dedication to an ‘always-on’ growth mindset has been pivotal to her ascension to our senior leadership team at the company. We are excited to watch her continue to grow as an effective communications leader with still so much to bring to the industry.

ARIA VARMA, 25

UX Designer, BPG Group – UAE

Nominated by Valli Lakshmanan, President of BPGX and BPG Arabia, BPG Group: Aria represents the next generation of design talent, bringing aesthetic intuition and attention to detail to every project. Her commitment to crafting intuitive, user-centred experiences has directly contributed to our agency’s ability to deliver unique digital solutions that drive exponential growth for our clients. What sets Aria apart is her constant pursuit of knowledge and willingness to embrace new design methodologies. Her approach to UI/UX challenges has added value to various client projects, transforming, at times, complex requirements into functional designs that seamlessly bridge user needs with business objectives.

ASHRAF HAMAD, 28

Senior Social Executive, FP7 McCann – UAE

Nominated by Ibrahim Hasan, Head of Digital, FP7 McCann: Ashraf brings a wealth of experience, seamlessly balancing strategic expertise with hands-on creativity. His deep understanding of regional culture and insights make him an invaluable asset, while his demeanour earns him the trust of clients and colleagues alike. Whether managing campaigns, capturing content, or executing social strategies, his versatility ensures exceptional results.

BASHAR MOURAD, 24

Performance Executive, Keyade Middle East – Lebanon

Laura Gleadhill, General Manager, Keyade Middle East, said: As our first hire, Bashar has been a cornerstone of the Lebanon Keyade team since its inception. He is a driving force in shaping its success. Beyond his exceptional campaign management, he proactively educates and supports teammates, ensuring continuous growth within the team. His ability to challenge the status quo has led to smarter strategies and stronger client results. Whether speaking up to refine approaches or pushing accounts to optimise performance, Bashar consistently goes beyond expectations.

BEATRICE SUTCLIFFE, 27

Project Manager, Imagination – UAE

Viviana Stecconi, Client Services Director, Imagination, said: Bea is a rare case where an entire department’s skillset exists in one person. Her technical know-how spans everything digital –from an app’s UX and tiny prompts to major Hollywood productions and A-list studio recommendations. With a knack for stellar client servicing, Bea seamlessly connects with nebulous creatives and hardcore tech wizards alike. Her instinct for crossindustry integration is outstanding.

BHARAT HOTWANI, 27

Associate Account Director, Quill – UAE

Pavishia Nair, COO, Quill, said: For Bharat, no KPI is out of reach. He consistently delivers, optimises, and exceeds expectations. But beyond his expertise in performance marketing and digital strategy, what truly sets him apart is his unshakeable calm. No matter the challenge, he remains the steady force that keeps his team and the social media division focused and motivated. He approaches every situation with clarity, strategy, and a problem-solving mindset, ensuring seamless execution.

CARL

GHOSN,

29

Associate Account Director, TBWA\RAAD – UAE

Joe Lahham, Managing Director, TBWA\RAAD, said:

Carl has excelled across multinational accounts in Saudi Arabia and the UAE, showcasing exceptional account management and strategic thinking. He consistently delivers impactful results for our clients, demonstrating expertise in building strong relationships and championing creativity. Carl has a forward-thinking mindset and I see in him a future industry leader.

DELARA ZEIGHAMNIA, 26

Social Media Executive, The Nameless Network, White Label Media – UAE

Shraddha Barot Amariei, Founder, The Nameless Network, White Label Media, said: We are so proud and lucky to have found Delara, who recently moved to Dubai. Her work ethic is truly remarkable and we are really impressed by her creativity and client servicing skills at such a young age too. I know this young lady will go places.

BRADLEY D’COUTHO, 27

Production Lead, Fireflies ME Marketing – UAE

Vishal Rajmohan Menon, Managing Partner, Fireflies ME Marketing, said:

Bradley has played an integral role in our growth. He started with us when we were just three and has been with us as we’ve grown to a team of 10 He’s hardworking, dedicated and exceptional at what he does. He’s led content for notable local and global brands and has been central to a lot of our offerings. Creating quality content is a given, but creating content that performs on socials is a whole other ball game.

CLIVE FERNANDES, 30

Senior Social Media Executive, Action Global Communications – UAE

Rayan Ahmed, Director of Action Studios and Digital Creative Lead, Action Global Communications, said: Clive has an exceptional talent for innovative thinking, and he’s quickly made a name for himself within the agency. His ability to create engaging social campaigns that resonate with audiences has earned the admiration of both clients and colleagues. His ability to analyse and leverage insights allows him to craft highly targeted, effective campaigns that consistently drive engagement. Beyond this, his commitment to continuous learning and his collaborative spirit is unmatched.

BILAL AL SAHEB, 28

DAVID SANTO DOMINGO ENJUTO, 28

Paid Media Manager, Croud MENA – UAE

Yazmin King, Paid Media Account Director, Croud MENA, said: His dedication, strategic thinking and collaborative spirit have made a significant impact from the UK all the way to the MENA office. He consistently goes above and beyond, whether through innovative problem-solving, mentorship or driving outstanding results for clients. His positive attitude and commitment to excellence make him a valued asset to both our team and the agency as a whole. Recognising David would highlight his contributions and inspire others to strive for the same level of excellence.

Senior Executive –Experience Design, Performics – A Publicis Groupe Company – UAE

Nigel Keelson-Anfu, Business Director – Experience Design, Performics – A Publicis Groupe Company, said: Bilal has demonstrated outstanding achievements, showcasing his dedication, proactivity, and strong work ethic. Over the past year, his leadership and client management skills have flourished, making him a key driver of measurable ROI for top brands. Bilal has consistently excelled in innovating and automating processes, enhancing efficiency and accuracy.

CLARA AKL, 24

Performance Executive, Mindshare MENA – Lebanon

Ibrahim Ghazal, Head of Performance & Programmatic – GroupM, Mindshare MENA, said:

Clara has truly excelled in her role, consistently delivering outstanding results across multiple global campaigns. Her dedication and commitment have been key drivers in the success of our performance campaigns this year. Clara approaches every challenge with a positive attitude and a solution-oriented mindset, ensuring that all tasks are completed on time and to the highest standard. Her ability to manage complex campaigns, while maintaining strong communication with both clients and internal teams, has been exemplary.

DINA ASSAF, 28

Head of Campaigns, Nine71 – UAE

Bassam Mustafa, Managing Director, Nine71, said:

Dina has successfully secured and managed high-profile projects while spearheading growth in Saudi Arabia. Her ability to overcome challenges, foster strong relationships, and push industry boundaries has set new standards. She consistently delivers outstanding results, earning prestigious clients and solidifying her credibility. With an innovative mindset and unwavering dedication, Dina is more than a rising star, she is a trailblazer shaping the future of the industry.

FATEN EL RAYES, 29

Manager – Performance, OMD UAE

Malek Morjan, Business Unit Director, OMD UAE, said:

Faten is an outstanding performer, consistently exceeding expectations with dedication and expertise. Her problem-solving skills and teamwork make a significant impact on our success. She takes initiative, handles challenges with ease, and always deliver highquality results. She is a true asset to the team.

ELISSYA ABBOUD, 28

Social Media Executive, TBWA\RAAD – Lebanon

Tony Kayouka, Head of Social & Content, TBWA\RAAD

Lebanon, said:

Elissya’s creativity isn’t just buzz; it’s results-driven, consistently pushing engagement boundaries. She possesses a rare blend of trend awareness and strategic depth, crafting campaigns that resonate. Her data-backed insights translate into impactful, innovative content. Driven and collaborative, she’s a force for brand growth. Elissya is a collaborative team player with exceptional strategic thinking, and undoubtedly a rising star in the social media landscape.

FARAH MIHILMY, 26

Account Manager, Serviceplan Middle East – UAE

Laith Alemailat, Account Director, Serviceplan Middle East, said: Farah is a fantastic team player. She juggles big campaigns with ease, staying super organised. Clients love working with her; she creates a smooth, positive atmosphere for everyone. She’s reliable, efficient, and always brings a friendly, professional touch to her projects. A true asset to the team.

HANYA ALLAM, 28

SEO Lead, Assembly – UAE

DINA AWAD, 28

Senior Digital Designer, Netizency –Lebanon

Mher Krikorian, Chief Content Officer, Netizency, said:

Dina is a detail-driven graphic designer with a unique blend of creativity and strategy, dedicated, patient, and always evolving. She thrives on challenges, making her a standout talent in the ever-changing world of design.

GEORGE OGHGASSIAN, 28

Senior Account Executive, TBWA\RAAD – UAE

Joe Lahham, Managing Director, TBWA\RAAD said:

Drawing on his psychology background, George seamlessly merges strategic thinking with a deep understanding of human behaviour. He delivers standout campaigns through teamwork, organisation, and unwavering respect for colleagues. He demonstrates remarkable creative problem-solving abilities in every project he undertakes. I am confident he will continue to excel in the years to come.

Salma Benomar, SEO Director, Assembly, said: Since joining four years ago, Hanya has consistently raised the bar, bringing innovative SEO strategies, a deep understanding of organic search, and a passion for staying ahead of industry shifts. She has played a key role in shaping awardwinning campaigns for her clients. But beyond her technical expertise, it’s her collaborative spirit, leadership, and drive that make her truly stand out. She’s a game-changer in the industry and undoubtedly a Face to Watch this year.

HASSAN MOHAMED, 28

Senior Talent Executive, Nine71 – UAE

Bassam Mustafa, Managing Director, Nine71, said:

Over the past four years, Hassan has showcased exceptional skills, managed top talents and established strategic partnerships with industry leaders. He stands out for his ability to nurture talent in Saudi Arabia, and build meaningful relationships across the region. His commitment to authenticity, innovation, and fostering genuine connections has made him a key figure. With his forward-thinking vision and impressive achievements, Hassan is set to continue shaping the agency’s growth and uplifting the industry in the years ahead.

HAZEM ABDEEN, 28

Data and Analytics Manager, Chain Reaction – Jordan

Ritvik Sharma, Data and Analytics Director, Chain Reaction, said: Hazem’s expertise in analytics, data strategy, and performance marketing is exceptional. He has led high-impact projects across industries, optimising analytics frameworks and empowering teams with data-driven insights. He is a technical expert and a strong communicator, presenting at leading industry events. His ability to translate complex data into meaningful business outcomes makes him a standout professional. His passion for continuous learning and automation ensures he stays ahead of industry trends, making him a valuable asset to any organisation.

JANICE DSOUZA, 28

Account Manager, Tonic Worldwide – UAE

Pradeep Mohan, AVP, Business & Growth - Middle East, Tonic Worldwide, said:

JANVI MEHTA GORADIA, 27

Senior Account Executive, Socialize Agency – UAE

Aanas Abdelaziz, Business Unit Manager, Socialize Agency, said:

Janvi is a key contributor to one of our agency’s most influential and strategically important client portfolios, setting new benchmarks in client servicing and strategic execution. With a proactive, forward-thinking mindset, she strengthens relationships with senior clients, anticipates challenges, and develops innovative solutions that drive meaningful results. A natural leader and collaborator. Her dedication, professionalism, and ability to exceed expectations make her an invaluable asset to our agency, clients, and the industry.

Over the years, Janice has consistently demonstrated her ability to craft innovative campaigns that drive engagement and conversions. Her strategic thinking, creativity, and unwavering commitment to excellence have been instrumental in delivering impactful results for premium brands like Dusoul. Janice blends data-driven decisions with creative flair, making her a standout professional in the marketing industry. Her commitment to delivering results and inspiring her team sets her apart as a leader in her field.

HASSAN ZAHID, 25

Videographer and Editor, NEXA Digital – UAE

Umesh Mistry, Head of Production, NEXA Digital, said: Hassan is one of our creative talents at our agency. Since joining, he has showcased his creativity, technical expertise, and keen storytelling abilities which have elevated our video productions, helping us craft compelling and visually stunning content for our clients. Beyond his talent, he’s an absolute pleasure to work with. Whether we’re tackling a complex shoot or working against tight deadlines, he stays calm under pressure and find ways to make things happen.

HEBA MAHFOUZ, 30

Senior Social Media Manager, VML Dubai – UAE

Hamza Zaid, Head of Social Department, VML Dubai, said: Heba is a dynamic leader in social media, blending data-driven insights with bold creativity to push boundaries. Her commitment to excellence and passion for mentorship make her an invaluable asset to our team. She consistently delivers outstanding results while guiding and developing talent. We’re proud of her journey and excited to see her continue shaping the future of our social media success.

KARIMAN MOHAMED, 26

Integrated Media ManagerPlanning, OMD Egypt

Raeif Hassan, Deputy GM, OMD Egypt, said: With her outstanding expertise in media planning and digital strategies, Kariman has consistently delivered innovative solutions and impactful results. Her strategic mindset, leadership, and dedication to excellence make her a valuable asset to our team and to her clients. Kariman embodies the qualities of a future industry leader with a unique set of skills that sets her apart of others, and I strongly believe she deserves this recognition. I highly encourage her participation, as she represents our team and industry with distinction.

KATHLEEN MARIE FERREOL, 23

Account Manager,  digitalfarm – UAE

Bethany Powell, Account Director, digitalfarm, said:

Kathleen has been instrumental in leading major social media campaigns for top destinations like Yas Bay Waterfront and Yas Marina Abu Dhabi. She independently spearheaded the highly successful 100 Days of Summer campaign, delivering outstanding results alongside the client. A top communicator and highly organised professional, she thrives under pressure, handling large-scale projects with ease.

KHUSHI AGARWAL, 25

Social Media Executive, MKV Digital – UAE

Asiya Ali, Founder and Managing Director, MKV Digital, said: Khushi is a proactive and dynamic professional who quickly adapts to new challenges, making her an invaluable asset to the team. Her ability to craft and execute social media strategies, develop compelling copy, and seamlessly manage influencer collaborations showcases her versatility and deep understanding of the evolving digital landscape. She approaches every task with a solution-oriented mindset, ensuring that projects are executed with precision and creativity. With her drive, adaptability, and commitment to elevating brand narratives, Khushi is undoubtedly one to watch in the industry.

KEZIA EBEO, 23

Account

Manager, digitalfarm

– UAE

Cxyza Mercado, Associate Account Director, digitalfarm, said: Kezia has been a star since day one. Definitely one to watch. She’s always eager to learn, adapt, and grow, all while being one of the kindest and most supportive people to work with. She thinks ahead, handles tasks with grace, and ensures no one gets left behind. What makes Kez stand out is how she brings people together, whether it’s guiding the team, uplifting those around her, or just making the workspace feel lighter.

LUJAIN QANDEEL, 27

Social Media Manager, Hashtag Social Media Agency – UAE

John Karam, Senior Social Media Manager, Hashtag Social Media Agency, said: Lujain consistently shows great persistence, creativity and problem solving skills, ensuring that she always delivers beyond expectations. Lujain is a very valuable member of the team and we look forward to keep seeing her shine.

KHUSHBOO SHAHANI, 23

Influencer Marketing Executive, By Niggi Marketing Management – UAE

Nikita Phulwani, Managing Director, By Niggi Marketing Management, said: Khushboo has been an integral part of the company for the past one and a half years, quickly taking on some of our busiest and top clients, including Sephora and Unilever, thanks to her attention to detail and reliability. What stands out most about Khushboo is her go-getter attitude and team-first approach. In high-pressure situations, she remains dependable, ensuring projects stay on track. Her ability to take on more responsibility earned her a well-deserved promotion, and she continues to deliver high ROI and exceptional client satisfaction.

LEEN AL ATALLAH, 29

Performance Executive, Keyade Middle East – UAE

Laura Gleadhill, General Manager, Keyade Middle East, said: Leen is an exceptional professional whose commitment and dedication to hard work set her apart. Her attention to detail ensures precision in every task, while her perseverance in handling challenging client situations demonstrates her resilience and strategic thinking. She approaches every project with determination, never shying away from tough conversations to drive better outcomes. Leen’s ability to balance professionalism with persistence makes her a valuable asset to any team.

Derrick Nyirenda, Head of Strategy, MRM said:

Lara is a storyteller at heart, a wordsmith by passion, and a digital strategist by trade. Her ability to choose words, craft stories, and turn data into meaningful narratives has helped brands various sectors develop digital and content strategies that truly connect with their audiences. Now, she’s taking her passion further – positioning herself as a thought leader and coach. For Lara, strategy isn’t only about numbers – it’s about listening to the customer and crafting brand narratives around their stories.

LAYLA ACHKAR, 29

Senior Multimedia Designer, Netizency – Lebanon

Mher Krikrioan, Chief Content Officer, Netizency, said: Layla is a creative powerhouse fast, sharp, and always ahead of the game. Whether working on the most complicated storyboard and animation for global brands or juggling the chaos of motherhood, she moves at lightning speed.

LARA ASSAAD ISSA, 29 Digital Strategist, MRM – UAE

MAHAR NABEEL, 24

Executive – SEO Experience Design, Publicis Groupe – Jordan

Nigel Keelson-Anfu, Business Director - Experience Design, Publicis Groupe, said: I wholeheartedly recommend Mahar due to her exemplary skills in computer engineering and SEO. Since starting her journey with our company, she has consistently demonstrated her capacity to harness her technical background to enhance our client’s websites performance across various categories. Her prowess in analysing complex data sets and delivering effective solutions has been instrumental in optimising site visibility and driving organic growth.

MAYA ESPER, 28

Digital Account Manager, Chain Reaction – UAE

Ozer McMahon, Social Media Account Director, Chain Reaction, said: Having worked with Maya on the Ferrari account I can see her incredible passion and knowledge for the brand shining through daily, Her subject knowledge across all levels of digital marketing is top tier, and her dedication and commitment to the brand she currently works on is an inspiration to many of her colleagues in the offices. She leaves no stone unturned in her quest for delivering excellence at every turn for Ferrari across all its digital touchpoints.

MAHMOUD KHAIRY, 27

Art Director, SOCIALEYEZ – UAE

Ambreen Kazi, Creative Director, SOCIALEYEZ, said: Khairy is a standout talent in our agency, blending creativity with strategic thinking to craft compelling visual narratives. With an exceptional eye for design, he has consistently delivered work that not only meets but elevates client expectations. His ability to translate complex briefs into visually striking and effective campaigns sets him apart. Having worked on key accounts that involve the leadership of the UAE, Khairy brings leadership, innovation, and a forward-thinking approach beyond his creative skills.

MANSOOR

AL BADI, 25

Content Manager, FP7 McCann – UAE

Ibrahim Hasan, Head of Digital, FP7 McCann, said:

Mansoor’s dedication is evident in every project he takes on, with a methodical and precise approach that consistently delivers outstanding results. His mentorship has shaped the growth of many team members, fostering regional excellence. A true master of all trades, his versatility in management, strategy, shooting, and design makes him an invaluable asset.

MARWA ALKHATIB, 26

Senior Account Executive, Socialize Agency – UAE

Dalia Faris, Account Director - Client Servicing, Socialize Agency, said:

Marwa consistently demonstrates dedication, agility, and strategic thinking across key accounts like Paul, Eataly, Masterbaker, and Kelloggs. She goes beyond execution –she builds strong client relationships, proactively solves challenges, and ensures seamless campaign management. Her expertise in influencer management, particularly for Revolve, has been invaluable, driving impactful collaborations. Marwa’s ownership, work ethic, and positive energy make her not just a reliable team player, but a true asset to both her colleagues and clients.

MARIA SAAB, 22

Social Media Executive,FP7 McCann – UAE

Ibrahim Hasan, Head of Digital, FP7 McCann, said: What Maria brings to our team is unlike anything else. Her blend of professionalism, casual bonding, and fun energy creates a perfect balance that the team relies on during both intense deadlines and for maintaining a great atmosphere in the office. Her quick adaptability, excellent work management, and organisational skills put her on par with her line managers. Alongside her strong personality, Maria is both memorable and likable, always leaving a lasting impression on everyone she works with.

MARY SHANA THANKAM, 28

Data Analyst, Chain Reaction – UAE

Ritvik Sharma, Data and Analytics Director, Chain Reaction, said: Mary’s analytical expertise, passion for data storytelling, and drive for innovation set her apart. She has consistently demonstrated excellence, winning industry accolades and contributing to highimpact projects. Beyond her technical proficiency, she is an inspiring leader, actively engaging in the data community through conferences and mentorship. Her ability to translate complex data into actionable insights makes her an invaluable asset to any team. I have no doubt that she will continue to make significant contributions to the industry.

MAYJANE NAJJAR, 25

Senior Executive, Zenith Media – UAE

Hisham Salem, Associate Business Director, Zenith Media, said: Mayjane is a powerhouse of creativity and reliability, combining her strategic media planning expertise with impressive digital and analytical skills. She has a unique ability to craft omnichannel media strategies that not only capture attention but deliver measurable results. Her creativity flows into every project, pushing boundaries and inspiring the team to think bigger. She is extremely proactive and always a step ahead anticipating needs to deliver solutions effortlessly.

MOHAMAD SABOURY, 26

Account Manager, Serviceplan Middle East – UAE

Natalie Shardan, Managing Partner, Serviceplan Middle East, said: Focused, dedicated, and a true hustler, Moe Saboury lives and breathes advertising. He thrives on solving challenges, constantly pushing himself to learn and grow. His passion for the industry is matched by his ability to earn trust – both internally and with clients –effortlessly. Senior leaders value his sharp thinking and relentless drive, while clients see him as a trusted partner who delivers results. Whether tackling complex briefs or finding innovative solutions, he brings energy, expertise, and a commitment to getting things done right.

MEGHETY BEDROSSIAN, 23

Programmatic Executive, GroupM Nexus – Lebanon

Ibrahim Ghazal, Head of Performance and Programmatic – GroupM, said: Meghety is a dynamic and resultsdriven digital marketing professional with a strong commitment to excellence in programmatic advertising. Her dedication, strategic mindset, and collaborative approach have been instrumental in delivering best-in-class campaign efficiencies and outstanding results for clients. As a natural leader and mentor, she actively nurtures talent within the team, guiding junior members and contributing to their professional growth. Her relentless work ethics, innovative thinking, and ability to navigate the ever-evolving digital landscape make her an invaluable asset to both the team and clients.

MOHAMMED ADIL, 29

Senior Account Manager – Social, MORE Communications – UAE

Heba Moukayes, Business Director, MORE Communications, said: Mohammad Adil has been a game-changer in driving MORE’s social media success. With a storytelling mindset and data-driven strategies, he has transformed engagement into brand loyalty. His work with top brands and awardwinning campaigns like Heinz’s “Unstainable Thobe” showcases his ability to craft impactful, results-driven content.

MICHAEL MATTA, 26

Senior ExecutivePlanning, OMD UAE

Viktor Maksymov, Business Unit Director, OMD UAE, said: My day immediately becomes better after a chat with Micheal. His positive energy and enthusiastic approach help him to thrive and motivate himself and the team around. He has successfully managed significant clients that make Dubai proud, including Expo and Jumeirah. His contributions make him a valuable team member, and he is on a path to achieve remarkable success in his career.

MOHAB ESSAM, 29

Creative Content Manager, TBWA\RAAD – UAE

Tony Kayouka, Head of Social and Content, TBWA\RAAD, said: Mohab is a creative content manager who delivers. His technical savvy and organisational prowess are instrumental in optimising the content creation process. Co-leading the content creators team, he ensures seamless execution and drives efficiency. His strategic input consistently elevates the agency’s content product. His commitment to both innovation and organisation makes him a rising star in the content production field.

MOHAMED ERAKY, 23

Performance Executive, Mindshare MENA – Egypt

Ibrahim Ghazal, Head of Performance & Programmatic, Mindshare MENA, said: Eraky is a quick learner who adapts easily and consistently delivers outstanding results. But beyond his skills, he’s also kind, approachable, and has a great sense of humour. His positive energy strengthens teamwork and keeps morale high. Eraky doesn’t just excel in his role – he creates an environment where others feel motivated and enjoy working alongside him. His mix of talent and personality truly makes him a standout in the field.

MOHAMMED IBRAHIM, 24

Social Media Executive, Serviceplan Experience – Saudi Arabia

Ahmad Hij jeh, Head of Social Media, Serviceplan Experience, said: As a social media executive, Mo is a dedicated and creative individual with a strong entrepreneurial spirit. He always shows curiosity when taking on any project and a willingness to learn, especially when it comes to making people interested in motorsport and gaming. He is proactive, adaptable and has a growth mindset, which he brings to every challenge along with enthusiasm and a problemsolving attitude. His passion for storytelling and digital strategy will take him far in his career without a doubt.

MUHAMMAD SHADIL, 28

Senior UI/UX Designer, Impact BBDO – UAE

Faith Rodrigues, Experience Design Director, Impact BBDO, said:

Shadil is a vital member of the team, and has shown growth, commitment and skill in the years that he has been at the agency. He is capable of working independently and is always keeping himself up to date with the latest digital design tools in the industry, and is innovative in his executions.

OMAR BASHEER, 27

SEO Manager, Merkle MENA – UAE

Ashraf Elbay, SEO Director, Merkle MENA, said: Omar’s strong work ethic, dependability, and dedication to client success set him apart. He delivers outstanding results and takes full ownership of his clients’ needs. Always eager to learn, he welcomes constructive feedback and supports his team members. His positive attitude and willingness to help make him a true asset to our company.

RIYA

PANDHARE, 27

Lead Strategist, BPG Group – UAE

MUHAMMAD UZAIR KHAN, 28

Art Director, Inhaus Digital – UAE

Nominated by Agustin Castellani, Creative Director & Co Founder, Inhaus Digital, said: Uzair is an inspiring young junior art director with a passion that transcends his work activities. He breathes and exudes creativity. Working with him takes you to another era of advertising, when influencer marketing and digital were not there, and the concept was the king. And he delivers that passion every single day at work. From a simple design to a whole conceptual campaign, everything he does has that extra turn of the screw that makes the end product stand out. Definitely a face that we will all continue to watch.

Valli Lakshmanan, President, BPG X and BPG Arabia, BPG Group, said: Riya embodies the strategic mindset essential for success in today’s digital landscape. Her solutions-first approach, combined with remarkable articulation skills, enables her to craft compelling narratives that resonate with clients and audiences alike. Riya’s unique strength lies in her ability to balance creative ambition with practical execution, consistently identifying the right strategy for the right moment. Through data-driven iteration and measurable impact assessment, Riya continuously refines strategies to ensure optimal performance in an ever-evolving marketplace.

NABAH MISTRY, 25

Accound Lead, Fireflies ME Marketing – UAE

Nominated by Vishal Menon, Managing Partner, Fireflies ME Marketing, said: Nabah joined us on a contract basis and now heads our influencer and events division. It goes to show the impact she’s had. Her expertise and dedication to what she does is absolutely incredible. At her age, she is leading campaigns for the biggest local and global brands because she delivers results. Despite having her foot in multiple divisions, she’s been able to deliver with her grit and passion. She’s on track to lead our company soon.

NIHAL PILLAI, 29

Performance Lead,  Assembly – UAE

Beth Williams, Business Director - Paid Media, Assembly, said: Nihal joined Assembly MENA as an intern back in 2021, and it’s safe to say he’s progressed quickly into his role as performance lead. He continues to receive exceptional feedback from his clients, often spotting areas for improvement outside his remit of performance media. Clients often comment that they see Nihal as a partner within their business rather than an agency full-time equivalent employee.

OMAR ZOUROB, 26

Senior Growth Specialist, SellThru – UAE

Akshay Kapoor, Account Director, SellThru, said:

NILU SHARMA, 29

Digital Media Planner, Assembly – UAE

Muzammil Hamza, Media Director, Assembly, said:

I highly recommend Nilu, a talented and results-driven digital media planner who knows how to create, execute, and optimise impactful digital campaigns. She’s worked with top brands like Anchor Fonterra Milk, Bridgestone, Ferrero, and Zurich Life Insurance, always delivering outstanding results and real growth. Beyond her expertise in strategic pitching and client engagement, Nilu develops smart media strategies that maximise ROI. Her leadership, analytical mindset, and deep industry knowledge make her an invaluable asset.

I’ve had the pleasure of working closely with Omar for over three years and, in that time, he has proven to be an invaluable part of our team. Beyond his expertise in performance marketing and his deep understanding of the fashion industry, Omar brings an infectious energy, positivity, and a strong sense of collaboration that elevates everyone around him.

REINE SLIM, 24

Senior Performance Executive, Mindshare UAE – Lebanon

Joseph El-Bcherrawy, Client Leadership Director, Mindshare UAE, said:

No matter the situation, Reine is always present with a big smile on her face, and that’s a great motivating factor for the rest of the team. Not only does she bring positive energy to the table, but she’s always available with the needed means to help the rest of us deliver a great output.

RAHEIL INAIM, 29

Bilingual SEO Copywriter,SEO Sherpa – UAE

Nominated by Shai Prashanth, Lead SEO Copywriter, SEO Sherpa, said:

Raheil is a star performer whose SEO copywriting goes beyond ranking –she thinks holistically, ensuring every word contributes to the client’s wider marketing goals. Her work doesn’t just drive traffic; it builds brand value. With a knack for UX and data-informed decision-making, she brings both creativity and strategy to every project. Add to that her infectious energy and sharp insights, and you’ve got someone who elevates every room she’s in.

RAHUL KUMAR, 23

Senior Analyst, Merkle MENA – UAE

Keyur Dhavle, Director, Data and Analytics Strategy, Merkle MENA, said: Rahul’s drive to learn and grow is commendable. Beyond technical proficiency, he consistently delivers exceptional value. His attention to detail and critical thinking abilities have been pivotal in navigating complex challenges. Rahul challenges the status-quo but fosters collaborative spirit within the team, making him a driving force behind the team’s achievements. His contributions have not only enhanced team capabilities but also solidified client trust.

PARICHAY SWARUP, 29

Head of Digital, Praxis Advertising – UAE

Arun Balagopal, Creative Director, Praxis Advertising, said: Parichay is the driving force behind our agency’s digital growth. He skillfully integrates data, creative thinking, and collaboration to exceed major global and regional brand performance benchmarks. Balancing a keen business sense with genuine teamwork, he continually refines our processes and elevates industry standards. Whether leading a high-stakes product launch or championing day-to-day campaign optimisations, Parichay demonstrates an unstoppable commitment to excellence.

RABIH CHEHAYEB, 29

Senior Digital Account Manager, TBWA\RAAD Lebanon

Rony Skaf, Executive Digital Director, TBWA\RAAD Lebanon, said: Rabih has quickly become an essential part of the team, consistently delivering projects on time without compromising on quality. He’s a pro at managing case studies and making sure each project is captured in a way that really highlights the team’s work. What really stands out is his ability to build strong relationships across different teams, making collaboration seamless and ideas flow effortlessly. Whether it’s keeping projects on track or bringing everyone together to make things happen, Rabih makes a real impact on every project he touches.

PRACHI RAMCHANDANI, 27

Senior Paid Media Executive, Crowd – UAE

Liyana D’silva, Account Director, Crowd, said:

Prachi is an absolute pleasure to work with. She is a team player, always willing to lend a helping hand and collaborate with others. Prachi demonstrates great communication skills, making her an approachable member for our clients. She exhibits impressive problem-solving abilities and is quick to take action. We are extremely delighted to have Prachi as part of our team, she has been and will continue striving to exceed expectations.

NOURAN KHAMIS, 29

Account Strategist, SellThru – UAE

Vishakha Mehra, Growth & Marketing Director, SellThru, said:

With an unmatched drive for success, Nouran is a game-changer in performance marketing. Her ability to analyse data, optimise campaigns, and build lasting client relationships sets her apart. She balances strategic thinking with flawless execution, ensuring every project exceeds expectations. Nouran’s passion for digital marketing, combined with her proactive approach, makes her an irreplaceable part of our team. She challenges the status quo, bringing fresh ideas and innovative solutions to the table.

ROCHEL SIASON DEFIÑO, 26

Social Media Manager, Crowd – UAE

Marwa Abdelsalam, Social Media Director, Crowd, said:

In just four months of working together, Rochel has made a lasting impression with her curiosity, dedication, and natural talent for social media. Rochel brings fresh ideas to the table, always ready to learn and grow. What stands out most is her quiet confidence, she doesn’t just get the job done, she genuinely cares about making an impact. I’ve no doubt she’s at the start of an incredible career, and this recognition would be the perfect encouragement for everything she’s set to achieve.

SANYA IJAZ, 30

Account Director - Digital, A eline – UAE

Sophie Simpson, Managing Director, A eline, said:

Sanya is a true expert in her field, always putting clients and the agency at the heart of her work. She is highly collaborative, consistently hits the brief, and exceeds expectations. Over the past year, she has taken the reins on key campaigns that not only represent the agency but elevate its presence beyond. With professionalism and creativity, Sanya effortlessly guides projects to success and delivers outstanding results.

SARAH ALHARBI, 24

Digital Account Executive, APCO

Worldwide – Saudi Arabia

Aaron Hamilton, Head of Digital, Saudi Arabia, APCO Worldwide, said: Sarah’s rapid ascent in digital strategy within the Middle East’s dynamic landscape makes her an ideal candidate for Faces to Watch 2025. Her unique journey from traditional PR to data-driven digital leadership showcases adaptability and innovation. She consistently delivers measurable results, driving significant growth for diverse clients. Sarah’s ability to translate insights into impactful strategies, coupled with her passion for the region’s digital evolution, positions her as a future leader.

SEBASTIAN AYALA TORRES, 28

Social Media Account Executive, Seven Media – UAE

Nominated by Rebecca Gill, Account Director, Seven Media, said: Since joining the social team last year, Sebastian has consistently delivered outstanding creative campaigns for all his clients. His passion, creativity, and dedication to client success set him apart. He seamlessly balances creativity with precision and takes a proactive approach to building strong client relationships. Always switched on and adaptable, Sebastian is not only a trusted team player but also a true multi-talented professional – excelling in copywriting, design, paid media, and photography.

SERENE MOUNLA, 25

Senior Account Executive, SOCIALEYEZ – UAE

Hagar Mahmoud, Head of Social, SOCIALEYEZ, said: Serene is a standout at SOCIALEYEZ, known for her creativity, strategic mindset, and ability to craft compelling content. Her diverse background and expertise in visual communication allow her to shape narratives that deeply resonate with audiences. She has been instrumental in executing high-profile projects for Emirates Post, du, and Abu Dhabi International Showjumping 2025, ensuring impactful storytelling across platforms. Her collaborative spirit, innovative thinking, and passion for digital storytelling make her an invaluable asset.

SARA AL DEHNI, 23

Senior Integrated Communications Executive, Gambit Communications – UAE

Jamal Al Mawed, Founder & Managing Director, Gambit Communications, said: What a talent. In her first 18 months in digital communications Sara has achieved what would take others years of experience. She’s shown the tenacity to be a regional champion, global Cannes contender, and was an outright choice for our Gambiteer of the Year 2024. What makes her a true talent isn’t just her winning mentality across awards shows, competitions and pitches, but also her curiosity, confidence and conviction. She is a shining example of young Arab talent, and I’m proud to have her in the team.

SAMER MOUSLIMANI, 29

Lead UI/UX, MORE Communications –Lebanon

Nominated by Nadim Bou Yazbeck, Managing Partner, MORE Communications, said: Samer has been instrumental in MORE’s growth, shaping our brand with exceptional design and creativity. His award-winning work and user-centred approach have elevated major projects like Abu Dhabi Gaming, Hub71, and Twofour54. His talent and leadership continue to drive innovation and engagement.

SHIFAZ SAROOJ, 29

Lead – Digital Media, Publicis Qatar

Yasmina Toak, Managing Director, Publicis Qatar, said: Shifaz is an excellent collaborator and an invaluable resource, with an excellent attention to detail and a strong sense of trustworthiness. Clients consistently rely on him for his ability to deliver on his promises, taking projects from briefing to completion. His eloquence and excellent communication skills make him a standout, and he has a deep understanding of media and digital marketing. Shifaz’s ability to adapt and execute strategies effectively makes him a true asset to any team or project. He consistently demonstrates professionalism and expertise, ensuring the best results for everyone involved.

SHOAIB KADLA, 26

Video Content

Creator, SOCIALEYEZ – UAE

Maya Zamarghdis, Creative Producer, SOCIALEYEZ, said:

Shoaib is a naturally gifted creative, with an instinct for spontaneous, visually compelling storytelling. His ability to capture trends and translate them into engaging short-form content sets him apart. Always ahead of the curve, he ensures every video, reel, or campaign is fresh, relevant, and impactful. His enthusiasm, adaptability, and positive energy make him an invaluable team member and a dynamic storyteller with an unstoppable creative drive.

SHAHNAZ AL JUMAILY, 28

Senior Integrated Communications Executive, Gambit Communications – UAE

Jamal Al Mawed, Founder & Managing Director, Gambit Communications, said: I first worked with Shahnaz when we signed her up a as brand ambassador for an automotive brand in our first year of operations, so I was delighted to welcome her to the Gambit team a few years later. She brings experience and authenticity to our integrated comms work as she implicitly understands the ins and outs of influencer marketing having lived it since she was in her teens. Shahnaz is also a humble and kind soul who has a quiet star power, which makes her all the more deserving to be recognised.

SONA ANNA MATHEW, 24

Account Executive,

NEXA

Digital – UAE

Dalia Khater, Account Managers Team Lead, NEXA Digital, said: Sona joined NEXA as an intern and quickly proved herself to be an invaluable team member. She plays a key role in managing day-to-day activities for top clients, excelling in influencer marketing and campaign execution for brands like Pegasus, Taaleem, and Tempur. Her dedication and strategic approach have contributed to winning a MENA Search Award 2024 for her client. Sona’s ability to navigate the dynamic marketing landscape with confidence, creativity, and precision makes her a true face to watch in the industry.

SUMAYYAH MIRZA, 28

Account Director, Zhoosh – UAE

Sohini Da a, Founder & CEO, Zhoosh, said: Sumayyah took ownership from day one. I knew she was accountable, but she went beyond expectations. In under two years, she’s grown into a leader – driving business, managing clients, and guiding teams. She manages both upwards and downwards, balancing execution with strategy. She’s at the helm of business growth, making key decisions that shape our agency. That level of responsibility, at her age, is rare. She’s not just a rising star –she’s already a force in this industry.

TALA OMAR, 27

Account Manager, Socialize Agency – UAE

Rhia Samuel, Group Account Director, Socialize Agency, said:

Tala is a standout Account Manager, driving success for some of our agency’s biggest clients, including Starbucks, Revolve, and Babyshop. She seamlessly bridges strategy and execution, ensuring every campaign exceeds expectations. Known for her proactive approach, strong communication, diligence, and enthusiasm, Tala thrives in fast-paced environments, managing multiple priorities with precision. Her adaptability and results-driven focus make her an invaluable asset to both her team and the brands she represents.

SHARON D’SOUZA, 27

Senior Account Executive, MRM – UAE

Disha Mahbubani, Group Account Director, MRM, said: Sharon is the definition of a go-getter. Her meticulous organisation, sharp problemsolving skills, and unwavering commitment to delivering results set her apart. Her ‘No brief? No problem’ attitude is golden, making her someone you can always count on. With her on the team, challenges turn into opportunities.

SULTAN

SAAB, 27

Manager – Communications & Project Management, Saatchi & Saatchi MEA – UAE

Hiam Baltaji, Associate Business Director, Saatchi & Saatchi MEA, said: Sultan is a rising star in advertising – sharp, innovative, and always ahead of the curve. As our AI guru, he seamlessly integrates tech and creativity, driving smarter solutions for clients who trust and admire him. His passion for crypto and emerging technologies keeps our team at the forefront of digital transformation. Eager to learn and quick to adapt, he’s not just watching the future unfold – he’s actively shaping it.

VANESSA ELALI, 25

Senior Media Consultant, Artefact MENA – UAE

James Kaye, VP Digital Activation – MENA, Artefact MENA, said: Vanessa started her career at Artefact and quickly developed a deep understanding of digital marketing. She consistently demonstrates a high level of proactivity and enthusiasm, never hesitating to ask the tough questions or provide insightful recommendations when clients face challenges. Her ability to think strategically, solve problems efficiently, and adapt to campaign needs has earned her the complete trust of her clients and made her an integral part of our Activation team.

ZEINA KAMAL, 26

YASH GANATRA, 26

Managing Director, Alternative Digital – UAE

UMA MAHESWARI V, 29

Senior CRM Executive, MRM – UAE

Nominated by Kajal Girish, MarTech Director, MRM, said: Uma is a highly skilled CRM professional who seamlessly blends technical expertise with strategic thinking to deliver high-impact marketing campaigns. Her ability to manage large-scale accounts, optimise automation, and refine audience targeting has directly contributed to awardworthy results. Beyond her certifications and analytical skills, what sets her apart is her meticulous approach and collaborative mindset – ensuring that every project is not only data-informed but also creatively compelling.

TASHINGA JAMES NYAHUNDA, 30

Chief Strategy Officer, Impacta Marketing impactaagency.com – United Arab Emirates (UAE)

Nominated by Charlo e Bwana, Vice President, Marketing and Brand Strategy, Audiomack. Sharing a bit about his guiding principles, Nyahunda said, “Creativity, adaptability, and impact. I believe marketing should not just sell but create lasting connections.”

ZAHI NAUSHAD, 26

SEO Specialist, SEO Sherpa – UAE

Hazal Ulubas, Lead SEO Specialist, SEO Sherpa, said: Zahi is a rising star in every sense – his recent industry award reflects his exceptional SEO talent, strategic mindset, and results-driven approach. Whether mastering technical optimisation, driving content performance, or simplifying complex ideas for clients and peers, Zahi combines expertise with outstanding communication skills. A natural mentor and collaborative team player, his passion for learning and pushing boundaries elevates both his own work and the team around him. Zahi is a rare blend of technical mastery and leadership potential.

Piyush Ganatra, CEO & Founder, Alternative Digital, said: Yash is a rising star in the digital space, transforming Alternative Digital with his vision, innovation, and execution. His ability to blend data-driven marketing, creative strategy, and business acumen has fueled the agency’s growth and impact. A leader who thrives at challenges, he turns obstacles into opportunities while fostering a culture of collaboration and innovation. Yash doesn’t just keep up with change — he drives it. His passion, leadership, and result-driven mindset make him, without a doubt, one to watch in the industry.

Senior Performance Executive, Mindshare MENA – Egypt

Ibrahim Ghazal, Head of Performance & Programmatic – GroupM, Mindshare MENA, said:

Zeina has consistently demonstrated exceptional performance within the team. Her analytical skills and deep understanding of performance metrics have greatly contributed to the optimisation of our campaigns. Zeina’s ability to identify key insights from data and apply them strategically has led to significant improvements in campaign results. Additionally, her proactive approach to problem-solving, willingness to share her expertise with colleagues, and ability to collaborate effectively have made her an invaluable asset to the team.

ZEBA BASHIR, 29

Social Media Manager, Seven Media – UAE

Gabrena Grewal, Associate Director, Seven Media, said:

Zeba has played a key role in shaping impactful digital campaigns across our government and corporate portfolio from her creative writing skills to her visual strategies. Her ability to bring creativity to even the most corporate narratives showcases her amazing storytelling skills. Beyond her creative edge, she is highly organised, dependable, and a true team player. Zeba leads with fresh ideas while always supporting her colleagues with guidance and a touch of humour.

ALI TOURBA, 27

Senior Performance Executive, Mindshare Lebanon

Joseph El-Bcherrawy, Client Leadership Director, Mindshare Lebanon, said: Sharing a bit about himself outside of the workplace, Tourba said, “When I’m not working, I’m chasing horizons. Exploring new countries, diving into vibrant cultures and soaking up languages are a joy. Every journey sparks new stories, flavours and connections. For me, travel isn’t just a hobby, it’s my way of living life to the fullest.”

AHMAD SOUBRA, 27

Senior Media Planner,  Zenith – UAE

ABDELRAHMAN SABER, 27

Senior SEO Executive, GroupM Egypt

Gurdeep Matharu, Head of SEO, GroupM Egypt, said: AbdelRahman Saber is renowned for his technical expertise and problem-solving skills. He excels in tackling complex SEO challenges, particularly in optimising websites for the competitive KSA market. His efforts in improving crawlability, resolving technical SEO issues and enhancing website performance have significantly contributed to the team’s success and the company’s SEO strategy. He fosters strong relationships with team members and clients, always seeking ways to enhance collaboration. His dedication and innovative approach make him a valuable asset with a promising future.

ALI PANJWANI, 30

Performance Director, Assembly – UAE

ABEDLRAHMAN TKAIDEK, 29

Media Manager, Spark Foundry – Saudi Arabia

Imran Khalid, Business Director, Spark Foundry, said: Abed has a remarkable ability to transform regular media campaigns into award-winning success stories. His keen strategic mindset, meticulous project management skills and deep understanding of media dynamics enable him to craft campaigns that go beyond traditional execution. Abed continuously pushes creative and data-driven boundaries, ensuring that every campaign delivers measurable impact while standing out in a competitive landscape. His eagerness to embrace innovation and optimise media investments has resulted in campaigns that not only meet objectives, but also set industry benchmarks.

Karim Masri, Head of Digital, Initiative KSA, said: Ali is highly skilled and detailoriented, with a strong foundation in data analytics and reporting. He plays a crucial role in supporting the agency’s paid media strategies through data-driven insights, campaign performance tracking and process optimisation. Beyond his analytical capabilities, Ali is a proactive problem solver, who continuously seeks ways to improve workflows and simplify data processes. He is committed to precision, efficiency and knowledgesharing. We look forward to seeing his contributions drive even greater success for our agency and business partners. M E D I A F A C E S T O W A T C H

Fariha Afzal, Business Director, Zenith, said: Ahmad Soubra is a dedicated and passionate professional who brings resilience, adaptability and a strong work ethic to everything he does. His transition from the social media team to the media planning team was seamless. He quickly mastered new skills and adapted to the role with determination. Always accessible and supportive, he not only takes ownership of his work, but also guides junior team members and his peers. His positive attitude and willingness to take on challenges make him an invaluable asset.

Beth Williams, Business Director –Paid Media, Assembly: Ali works with some of Assembly’s most important global clients as well as large brands headquartered in Dubai. Working across a global portfolio means that Ali manages complex processes and large teams, which he does efficiently and with ease. He has been with Assembly for the past four years and has been promoted the same number of times, showcasing his progress within the industry.

ALI NABOULSI, 27

Senior Executive – Data Analyst, Initiative KSA – Lebanon

ALY EL-DIN MOHAMED HUSSEIN, 29 Senior Media Executive, UM MENAT – UAE

Ruqayiah Al Usman, Business Lead, UM MENAT, said:

During the time that I have worked with Aly, he has showcased dedication to his craft with excellence in planning and client servicing. Aly has the grit required to take a brief and turn it into an actionable media recommendation, which supports business impact. He is a high calibre media executive adept at mapping insights and optimising campaigns based on audience performance. It’s a pleasure working with Aly. He’s a team member who can be counted upon to deliver on client commitments.

AMIR KAMAL

ABDELAZIZ, 27

Media Manager –Performance, Magna Global KSA – Saudi Arabia

Jad Barakat, Associate Digital Director, Magna Global KSA, said: Amir has consistently delivered outstanding performance and demonstrated commitment to his work. His leadership skills and ability to work as a team player have been crucial in the success of the performance team. Amir’s proactive mindset, problem-solving abilities and consistency have supported our clients’ success. We sincerely appreciate his contributions and look forward to watching him achieve even greater success together in the future.

AMIRA NOUR ADAM, 30 Media Planner, Fusion5 – UAE

Rudy Haddad, General Manager, Fusion5, said:

Since joining our team, Amira has successfully transitioned from a digital media planning background to excelling in campaign management across both mainstream and online media. Throughout this journey, she has embraced learning in the ever-evolving digital landscape, demonstrating a passion for adopting industry-leading tools that enhance our service delivery. Amira’s growth, dedication and positive attitude with both peers and clients, and her ability to perform under pressure make her invaluable to Fusion5

AMR ABDELFATTAH, 27

Media

Planner, Hearts & Science – UAE

Ribal El Halaby, Director, Hearts & Science, said: Amr is committed, motivated and always up to a challenge. It’s a pleasure to recommend him.

ATIEH MALKAWI, 29

Senior Manager –Planning, PHD Media – UAE

Ban Samara, Senior Director –Planning, PHD Media, said: Atieh is an exceptional team player with outstanding work ethic, efficiency and intelligence. He is a true client partner, always delivering exceptional results with a positive attitude. His adaptability and quick learning make him an invaluable asset, tackling challenges headon without hesitation. He is always ready to help, bringing a wealth of skills and an amazing personality that uplifts the team. Atieh never procrastinates and approaches every task with dedication and enthusiasm. His contributions consistently exceed expectations.

BANA DERANIEH, 29

ALIA ALI, 30

Account Director, Boopin –Saudi Arabia

Reine Hammoud, General Manager, Boopin, said: If I had to choose three terms to describe Alia, they would be ‘open-minded’, ‘problemsolver’ and ‘ambitious’. These words perfectly sum up Alia. She is always looking for new and effective solutions, whether it’s inside or outside her department. We call her ‘the brand inside the agency’.

Media Manager, Zenith – Saudi Arabia

Nael Halabi, Head of Zenith KSA and Kuwait, Zenith, said: With more than seven years of experience in the media industry, Bana has successfully navigated multiple markets and led regional brands. Her friendly demeanour, paired with professionalism, consistently leaves a positive impact on clients. She notably transformed the partnership with Ithra, exceeding the client’s expectations. In her most recent role with Spotify, Bana coordinated with regional and global teams to launch a partnership in Saudi Arabia. Her dedication, talent and ability to build strong relationships position her as a standout candidate in the industry.

ASHANK SURESH, 30

Integrated Media Planner, Initiative – UAE

Bijal Pathak, Business Director, Initiative, said: Ashank is a diligent media planner who exemplifies sound work ethics, structure and organisation. His meticulous approach ensures seamless execution of projects. What sets him apart is his relentless curiosity to learn and improve. In an industry where everyone pretends to know it all, Ashank is willing to admit if he doesn’t know something, and he ensures that he learns it. This drive fuels his continuous growth, allowing him to adapt to evolving trends and technologies.

BASIL ALNAJJAR, 30

Performance Marketing Manager, Starcom – Jordan

Krystel Abboud, Senior Manager – Performance Marketing, Starcom, said:

Basil has skillfully managed high-profile client portfolios across several industries, including electronics, real estate and entertainment. His ability to develop data-driven strategies, particularly in the real estate industry, has led to enhanced brand visibility and efficient lead generation for the brands that he handles. Basil’s innovation-driven mindset and proactive approach ensure that clients receive exceptional service, setting them apart in competitive markets. His relentless pursuit of excellence and his collaborative and solutions-oriented nature make him an invaluable asset.

CLARA KANSO, 28

Senior Media Executive, Spark Foundry – UAE

Carla Ghraizi, Senior Media Manager, Spark Foundry, said:

Over the past year, I have witnessed Clara’s impressive learning curve, characterised by her eagerness to learn and grow. Her curiosity drives her to continuously seek out knowledge, leading to significant improvements in her skills and expertise. Clara is truly passionate about her work, consistently taking ownership of her brands from start to finish. Her dedication ensures that projects are completed with meticulous attention to detail. It is a pleasure to have her as part of the team.

DANA OUEINI, 23

Media Executive, Mediaplus Middle East – Lebanon

Mayur Salian, Associate Director, Mediaplus Middle East, said: Dana is a dynamic and passionate media executive with a sharp, strategic mindset and a drive for excellence. Her expertise in digital marketing, combined with her creativity and analytical skills, allows her to craft impactful campaigns that deliver real results. Always eager to learn and innovate, Dana is a valuable asset to any team, bringing energy, dedication and a commitment to success.

CLEA OBEID, 24

Media Executive, Zenith Media – Lebanon

Ibrahim Kalash, Head of Zenith Oman, Zenith Media, said:

“She’s like an agency in one person.” That’s how one of our major clients described Clea. Her dedication, effort and versatility combine the work of many into one. She embodies qualities every manager values: positivity, self-motivation, quick learning, initiative, professionalism, confidence and exceptional presentation skills. Loved and respected by clients, vendors and teammates, Clea is on track to become a leading marketing figure at a remarkably young age.

CINDY KHAYAT, 29

Media Planner, Fusion5 – UAE

Ghida Ismail, Media Director, Fusion5, said: Cindy is a dedicated and driven professional, demonstrating strong work ethic, curiosity and a proactive mindset. She has seamlessly taken on operational responsibilities while managing client relationships with persistence, professionalism and a positive attitude. Always eager to learn, Cindy actively seeks out the latest industry trends and innovations, ensuring she stays ahead in the ever-evolving media landscape. Her enthusiasm for growth and continuous improvement sets her apart, making her a rising star in the field. Cindy is passionate, adaptable and committed to excellence.

BILAL KHAULI,

29 Manager – Performance Marketing, Publicis Media –Lebanon

Dany Baydoun, Associate Business Director – Performance Marketing, Publicis Media, said: With four years of experience at Publicis Groupe Middle East, Bilal not only has proven himself as a dynamic leader, heading a team of five digital marketers, but he also has mastered the art of navigating complex client landscapes. Currently spearheading one of the most complex accounts under Publicis Groupe – Citibank – he has demonstrated exceptional expertise in lead generation campaigns, revolutionising performance strategies to the extent that teams from other markets now seek his optimisation insights. Bilal is known for his thoughtful leadership, meticulous organisation and unwavering dedication.

DIALA EL HOUT, 22

Integrated Media Planning Executive, Initiative MENA – UAE

Nuha Bayoud, Media Director, Initiative MENA, said: I highly recommend Diala for her exceptional professionalism and dedication. She consistently demonstrates the ability to collaborate effectively, fostering trust and transparency. Diala’s strong work ethic and commitment to innovation have driven successful outcomes for clients. She embraces challenges with a proactive, solutionoriented mindset and is always eager to learn. Her sociable and approachable nature allows her to build strong relationships with clients and colleagues, positioning her as a natural leader. Diala’s adaptability and integrity make her a valuable asset to any team.

ELSA KHAIRALLAH, 26

Senior Planning Executive, OMD UAE – UAE

Rim Darazi, Business Unit Director, OMD UAE, said: Elsa is a great asset to my unit and to the agency. She is extremely driven, passionate and has great work ethics. She is excellent at navigating complex challenges and always exceeds expectations due to her problem-solving skills and attitude. Her team enjoys working with her, and clients trust her because of her high standards and business curiosity. Her passion, dedication and skills are the engine for her career growth. She will, with no doubt, be one of the industry’s future women leaders.

ELSA BADRAN, 24

Senior Programmatic Executive, Publicis Media – UAE

Sakshi Jain, Manager – Precision, Publicis Media, said: Elsa has proven to be an indispensable member of the team. We’ve had the opportunity to work closely together on several important accounts, and her ability to consistently meet deadlines, even when time is tight, has been nothing short of impressive. Elsa handles high-pressure situations with remarkable composure, never allowing stress to impact the quality of her work or her attitude. She approaches each task with a sense of dedication and enthusiasm, ensuring that no detail is overlooked, regardless of the challenge at hand. Her proactive nature and excellent problem-solving skills have played a significant role in driving the success of our team.

GEORGES CHEDID, 27

Media Manager, Carat – UAE

Priscilla Le Bret El Barraj, Associate Media Director, Carat, said:

While working with Georges, he has always demonstrated exceptional dedication, passion and resourcefulness. His ability to deliver outstanding work spans across client management, team support and strategic campaign planning. Georges is a key pillar of our team, consistently contributing to its success with his expertise and commitment. His proactive approach and reliability make him an invaluable asset, ensuring excellence in every project he undertakes.

FAISAL ALHODITHY, 23

Performance Manager, Assembly – Saudi Arabia

Anton Ivanov, Performance Director, Assembly, said: Faisal joined Assembly as an intern, and since then has grown into a recognised and reliable team player. He is adept at taking on responsibility and implementing media planning, execution, reporting and client servicing at high standards. The success of one of the biggest music festivals in Saudi Arabia, which is a client of Assembly, is a testimony to his team’s work and Faisal’s personal approach. As a core member of the team, we trust him with complex tasks.

GREG ISKENDERIAN, 26

Senior Executive – Performance, UM Lebanon – Lebanon

Dina El Houssainy, General Manager, UM Lebanon, said: Over the past year, Greg has become the go-to performance guru, especially across social. He has consistently demonstrated the ability to handle tasks with care, overdeliver on assignments, and turn things around every time he takes on a new account. His commitment to delivering top-quality work has never gone unnoticed, and the growth he has shown this past year has shaped him into one of our shining UM stars.

GHADEER BLAIBLEH, 30

SEO Executive, Publicis Groupe – Jordan

Nigel Keelson-Anfu, Business Director, Publicis Groupe, said: Ghadeer is a remarkable talent whose impact extends far beyond her own accounts. In addition to delivering outstanding results for her clients, she has made significant contributions to the Experience Design Practice as a whole. Leveraging her programming background and SEO expertise, she played a key role in developing automation tools that have gained global recognition. Her creativity and innovation set her apart, and at this pace, she is undoubtedly one to watch in the field. Her brilliance is just getting started.

FARIDA KASSEM, 25

Media Manager, Starcom – Egypt

Marina Awny, Business Director, Starcom, said: Farida shows exceptional leadership qualities and expertise in managing teams and projects. She demonstrates a deep understanding of the media landscape, staying abreast of industry trends. Her communication skills are topnotch, enabling her to effectively convey goals and expectations to her colleagues while fostering a collaborative and supportive work environment. Her dedication and high sense of responsibility motivate her team to deliver highquality work consistently. Farida is truly a rising star in the media industry, deserving of recognition for her outstanding contributions.

JEAN AKIKI, 23

Senior Executive – Performance Marketing, Publicis Media –Lebanon

Kamal Akil, Associate Business Director – Performance Marketing, Publicis Media, said: Jean has grasped the logic and strategy of media buying at a rapid pace, impressing everyone with his dedication and work ethic. His sharp eye for detail and relentless drive set him apart. Jean doesn’t just launch campaigns – he fully optimises them, ensuring every action drives real, measurable growth. His commitment to excellence and tireless effort consistently delivers outstanding results, showcasing his ability to elevate accounts to new heights. His hard work and determination make him a standout, always going the extra mile to guarantee success at every step.

HEBA SHEHADEH, 28

SEO Senior Executive, Publicis Groupe – Jordan

Nigel Keelson-Anfu, Business Director, Publicis Groupe, said: Heba Shehadeh has outstanding potential in the marketing field, backed by her experience, skills and confidence to successfully manage even the most challenging SEO campaigns. She has been a key pillar in handling complex accounts with unique technical demands, consistently delivering positive results and fostering strong client relationships. Heba is an exceptional talent with immense potential and a lot to offer.

JASMIN KHAIR, 25

Senior Media Executive, Starcom – Egypt

Marina Awny, Business Director, Starcom, said: Jasmin is a one-of-a-kind talent – responsible, positive and a natural go-getter. I have had the privilege of working closely with Jasmin and have enjoyed watching her become a major asset to our team. Her dedication and passion when working on any project resonate through her work and interactions with her colleagues and clients alike.

JOELLE NASR, 26

Senior Executive –Integrated Planning, Magna Global KSA – Saudi Arabia

Ghaith Arbid, Senior Media Manager – Integrated Planning, Magna Global KSA, said:

Joelle has showcased exceptional performance and dedication during the past year. Her creativity, diligence and commitment have significantly contributed to the team’s success and the satisfaction of our clients. Her innovative ideas, proactive approach and drive have been instrumental in achieving our goals, and we are sincerely grateful for her efforts. We look forward to achieving great things together.

JAD WANNOUS, 29

Senior Account Manager, Quill – UAE

Pavishia Nair, COO, Quill, said: Jad has a way with words that makes everything he writes come to life. He doesn’t just write; he tells stories that matter, whether for work or his own creative projects. He has a sharp eye for detail, a deep love for storytelling, and a way of making even the simplest ideas sound interesting and meaningful. Whether he is crafting content, editing or just sharing his latest book recommendation, his passion for words is always evident.

JOHN MICHAEL MARTIN, 30

Executive – Commerce,  Publicis Media – UAE

Chirag Galundia, Head of Commerce, Publicis Media, said: John Michael has been instrumental in leading retail media strategy and growth for P&G as part of the Publicis Commerce team. His deep expertise in retail media has driven impactful outcomes, optimising investments and shaping commerce success. Working closely with the P&G team, he combines strategic thinking, data-driven insights and category expertise to navigate this emerging landscape effectively. His ability to translate complex challenges into growth opportunities makes him a valuable asset. I highly recommend John for his dedication, leadership and expertise in retail media strategy.

JANA TAFRAN, 24

Performance Media Executive, Initiative KSA – Lebanon

Shoaib Ahmed, Digital Director, Initiative KSA, said:

Jana is a highly driven and ambitious performance media executive at Initiative KSA. She has demonstrated an eagerness to learn, grow and refine her expertise in paid media strategies. Her analytical mindset and data-driven approach have contributed to optimising digital campaigns and maximising ROI for key clients. Jana plays a vital role in paid media efforts for major brands. Her ability to leverage platform algorithms, audience insights and performance data makes her an invaluable asset to the team.

JOE NAJEM,

30

Investment and Trading Manager, Magna Global – UAE

Santadip Roy, Regional Managing Director, Magna Global, said: Joe’s commitment and passion for media is simply outstanding. Not only does he excel in his day-to-day role, he craves to learn more and push the boundaries in terms of delivering great work. No task seems impossible for him, and he does everything with a huge smile on his face, irrespective of the pressure we are under. His attitude coupled with his capabilities make him invaluable to our team.

KARIM JALLOUL, 26

Senior Media Planner, Mindshare – Lebanon

Elcy Younes, Senior Planning Manager, Mindshare, said:

Karim is a great team member. He is outstanding, dedicated and has a positive attitude. He is always ready to lend a helping hand. He supports his colleagues without hesitation, ensuring that everyone feels valued and empowered. His commitment to his work is truly admirable, and he consistently goes above and beyond to achieve the best outcomes.

KARL GERGES, 26

Senior Executive, Performics – a Publicis Groupe company – Lebanon

KAREN BOGHOSSIAN,

25 Manager – Integrated Planning, Magna Global – UAE

Philip Dodwell, Director –Integrated Planning, Magna Global, said:

Karen Boghossian is a standout talent in Dubai’s media scene, deserving of her rapid rise to lead media planning for Jumeirah’s flagship hotels on one of the region’s largest and most demanding accounts. She combines thoughtful leadership, deep media expertise and sharp business acumen to capitalise on every growth opportunity. Her clients hold her in high regard. Adaptable, innovative and always ready for a challenge, Karen thrives on pushing boundaries. Her relentless drive makes her not only an invaluable asset, but also a future industry leader.

Nigel Keelson-Anfu, Business Director, Performics – a Publicis Groupe company, said: Karl joined the SEO Experience Design team in 2021 and has been a powerhouse of efficiency ever since. A highly skilled and reliable professional, he leads his accounts with precision. His strong research skills and proactive communication make him a valuable asset. Detail-oriented and deadline-driven, Karl ensures smooth project execution. His creativity and SEO and UX expertise help deliver outstanding digital experiences. With strong leadership, a problem-solving mindset, and a passion for learning, he inspires his team.

KATHLEEN SANTER, 30

Performance Director, Assembly – UAE

Wajid Ali, Business Director – Paid Media, Assembly, said:

Kathleen joined the business just over a year ago, and it’s clear to see the impact she has made here at Assembly MENA. Kathleen joined us to launch our biggest client to date in the region. Bringing her expertise from her previous roles in London, Kathleen created streamlined processes to manage the launch of more than 10 business units across the globe for one of our most complex new business wins. A year on, she is still ensuring her team and clients are refining their performance media strategies to be the best in market.

KATERYNA BOIVAN, 25

Media Executive – Integrated Planning, UM MENAT – UAE

Pooja Chaluvaraju, Associate Director, UM MENAT, said: Kateryna is a highly passionate and dependable individual who consistently demonstrates a strong work ethic and reliability. Her ability to quickly learn new concepts coupled with her structured and organised approach makes her an invaluable asset, supporting global accounts. Kateryna works smart and fast, effectively leveraging technology to stay ahead of the curve. Her efficiency and dedication ensure that tasks are completed to the highest standard, making her an essential part of any team.

KARINA NURITDINOVA, 28

Senior Media Executive, Havas Media Middle East – UAE

Jade Pow, Associate Media Director, Havas Media Middle East, said: Karina’s journey at Havas, since 2022, has been defined by strategic thinking, adaptability and a passion for impactful media planning. With expertise in luxury, retail and real estate, she crafts innovative omnichannel campaigns that drive measurable results. As a senior media executive, she brings an analytical mindset and a deep understanding of market dynamics to every project. Her dedication to continuous learning and collaboration makes her a valuable asset to Havas and the brands she works with.

LAILA ADAM, 23

Media Executive –Planning, OMD Egypt – Egypt

Farah El Salahi, Business Unit Director, OMD Egypt, said: Laila is exceptionally dedicated, works hard and has great leadership potential. She consistently goes above and beyond in every task, demonstrating a deep commitment to excellence. Laila’s innovative thinking and problemsolving abilities have had a significant impact on our team. She not only is highly skilled, but also is a supportive and inspiring colleague, always willing to mentor others and foster a positive work environment. Laila’s relentless pursuit of growth and her positive influence make her truly deserving of this recognition.

KESMAT GOMAA, 26

Senior Media Executive, Starcom – Egypt

Marina Awny, Business Director, Starcom, said: Kesmat has showcased exceptional dedication, professionalism and commendable work ethic in her early career stages. She is a great support to her team and partners and is always willing to go the extra mile. Her positive attitude and willingness to take on challenges make her a true asset to the organisation. This nomination is a testament not only to her accomplishments but also to her potential for future success.

LYNN ITANI, 26

Performance Manager, Wavemaker MENA – UAE

Ibrahim Ghazal, Head of Performance and Programmatic, Wavemaker MENA, said: Lynn has consistently proven herself to be an invaluable asset, demonstrating exceptional skill, dedication and leadership in every aspect. Lynn’s technical expertise, combined with her proactive approach to problem-solving, ensures that every campaign she oversees is executed with precision. Beyond her technical abilities, Lynn is an excellent team player who truly shines in a collaborative environment. She consistently fosters a positive and productive atmosphere, helping her peers grow and thrive. She is always willing to go the extra mile to support others. Not only is she supportive, she’s also time-efficient. We call her Speedy Gonzales at the office for a reason.

MAHMOUD AMR, 30

Senior Planning Executive, OMD UAE

Hossam Sherif, Business Unit Director, OMD UAE: Mahmoud is a great addition to our team. His dedication and eagerness to learn have made him a pivotal part of both our team and his clients. Mahmoud’s passion and drive will surely put him on a fast track to growth, and I’m confident he will become one of the industry leaders in no time.

LANA HASSAN, 25

Performance Manager, Wavemaker MENA – Lebanon

MARKELLA TAMER, 28

Client Partner, Aleph Holding – UAE

George Skaff, Senior Commercial Director – GCC, Aleph Holding, said: Markella has been instrumental in repositioning WeTransfer as a key space for luxury, tourism and real estate brands. Through strategic partnerships and innovative media solutions, she has introduced high-impact storytelling to a market that previously overlooked WeTransfer.

MARC BAROUD, 29

Performance Manager, UM Lebanon

Dina El Houssainy, General Manager, UM Lebanon: Marc is one of our fast trackers at UM, currently leading the Emirates performance team in the hub. He has proven that anything is achievable with the right determination. With exceptional activation skills, Marc is always open to new challenges and approaches each one with a positive mindset. Known for his reliable attitude, Marc adds significant value to the team.

MARIAM MEDHAT GAD, 30

Senior Manager – Planning, PHD Media UAE

Ban Samara, Senior Director – Planning, PHD Media UAE: Mariam, with her unwavering passion and exceptional work ethic consistently, shines through in everything she does. Mariam’s professionalism and deep knowledge not only impress our clients but also foster strong relationships, making them feel valued and cared for. She has an innate ability to take initiative and proactively identify solutions that enhance our team’s performance. Furthermore, her willingness to support and uplift her colleagues demonstrates her commitment to our collective success. Mariam truly embodies the spirit of teamwork and excellence, making her a deserving candidate for this recognition.

Ibrahim Ghazal, Head of Performance and Programmatic, Wavemaker MENA, said: Throughout my time working with Lana, I have witnessed her remarkable growth, perseverance and dedication. She continuously seeks solutions and process improvements, making her an invaluable asset to the agency. Her sharp analytical thinking allows her to tackle complex client challenges with ease. More than that, she is an exceptional leader, prioritising her team’s growth and fostering a culture of collaboration and innovation. Lana’s strategic mindset, passion, and commitment to excellence make her a standout professional.

MARCO AL ISSA, 30

PPC Account Manager, Croud – UAE

MANAR HASHEM, 29

Senior Performance Executive, GroupM – UAE

Teni Lawal, Performance Director, GroupM: Manar is a rare talent, known for her generosity, leadership and impact. She excelled in beauty while managing L’Oréal and, since joining Richemont in 2024, has driven key projects for luxury jewellery maisons, setting new benchmarks at Cartier. Beyond her role, she actively engages in pitches and case studies, refining her skills. Her recent achievement – a crash course in presentation mastery – reflects her commitment to growth and inspiring those around her. Manar is truly a force to be reckoned with.

Nisha Patel, General Manager, Croud MENA, said: I wholeheartedly recommend Marco for his outstanding contributions as a Google Ads specialist. He consistently delivers high ROAS through strategic execution and account optimisation, aligning campaigns with client objectives and identifying growth opportunities. Marco’s passion for staying ahead of industry trends, along with his proactive approach and unique perspective, allow him to tackle challenges with determination and creativity. His curiosity, clarity, calmness, and unwavering commitment to client-centric, data-driven solutions set him apart. Working with Marco has been a pleasure, and I am excited to see his continued growth as a future leader in the industry.

MOHAMAD ASSI, 27

Senior Executive – Performance, Initiative – UAE

Rahul Karam, Performance Director, Initiative, said: Assi has been an invaluable asset to our team over the past year, consistently demonstrating a positive demeanour, exceptional communication skills and an unwavering commitment to exceeding expectations. His remarkable achievements in performance media, adeptness at managing substantial budgets and proficiency in executing integrated campaigns have propelled our client’s exponential growth.

MERAL MOSTAFA MOHAMED, 29

Senior Media Executive, Spark Foundry – Egypt

Basma Ezz, Business Director – Media, Spark Foundry: Meral’s rapid growth is evident in her professional journey. She actively seeks learning opportunities, consistently expanding her expertise. Meral has built strong client relationships based on trust, fostering collaborative partnerships. She consistently demonstrates ownership, taking initiative and exceeding expectations. Her adaptability and commitment to improvement are key to her success. Meral’s dedication positions her as a promising talent in the media industry with a great future ahead.

MARLA AGHJAYAN, 26

Media Manager, Starcom UAE, Publicis Groupe – UAE

Abdelrahman Hegazy, Associate Business Director, Starcom UAE, Publicis Groupe, said:

I am honoured to nominate Marla for this recognition, as her dedication and expertise have significantly contributed to our team’s success. Over the past year, she has led key initiatives that enhanced her categories, performance, demonstrated problem-solving skills, and consistently exceeded expectations. Her ability to collaborate has strengthened team dynamics across our whole portfolio, not only her categories. Beyond delivering outstanding results, Marla embodies our company’s core values, inspiring those around her with her dedication and her commitment to excellence. I strongly believe Marla deserves the recognition and will continue to make an impact in our organisation.

NADINE ASSAF, 29

Associate Account Director, Quill – UAE

Pavishia Nair, COO, Quill, said: Nadine is the kind of professional every client values –insightful, proactive, and deeply committed to their success. She doesn’t just manage accounts; she foresees opportunities, ensuring her clients stay ahead of the curve. Her ability to amplify brand visibility and position clients for maximum impact sets her apart. Every project she takes on is driven by strategic thinking, creativity and an unwavering focus on results. Clients don’t just see her as a service provider – they see her as a key contributor to their growth and success.

NADA HASSAB, 26

Media Executive, Zenith Media – Egypt

Amall Ishak, Associate Business Director – Client Management, Zenith Media, said: Nada is poised to become an exceptional media talent. She already demonstrates high confidence in her work, grounded in her expertise that she built in just one year and three months, since she joined. She dedicates time to educate the digital team members on the TV front, whenever needed. Nada could seamlessly advance to higher positions, building on her current skills while expanding her knowledge and experience across various media channels and account exposures.

MIA SALOUMI, 27 Manager, Publicis Media – Lebanon

Jade El Hajjar, Senior Manager, Publicis Media: Mia is a dynamic leader whose vision and resilience have driven success across global accounts. Over five years, she has navigated industry shifts, rebuilt key client relationships, and delivered sustained growth. Her innovative initiatives – streamlined hiring, case study championships, and cultural engagement – have strengthened team development. Managing a portfolio of major international clients, Mia blends strategic thinking with mentorship. Her ability to adapt, inspire, and elevate those around her makes her a standout leader.

NADIA KARIMEH,

30

Digital Manager, iMetric Digital – Kuwait

Khouloud Sraj, Deputy General Manager – Lebanon and Lower Gulf, iMetric Digital, said: Nadia has proven to be a standout talent. She seamlessly transitioned from graphic design to digital media, mastering multiple adtech solutions and staying ahead of market transformations. She consistently delivers innovative, results-driven campaigns that drive client success and growth. In addition, Nadia has demonstrated exceptional leadership by coaching, training and supporting her colleagues in enhancing their skills. Her dedication, professionalism, and ability to elevate those around her make Nadia not only a special talent but also an indispensable asset at iMetric.

NADINE MANASFI, 28

Media Manager – Planning, UM MENAT – Saudi Arabia

Hani Al Dajani, GM, UM MENAT, said: Nadine has demonstrated exceptional expertise in media, successfully handling major brands with strategic insight and precision. Her ability to navigate both digital and OOH landscapes coupled with her analytical mindset and client-focused approach have consistently driven strong results. She is proactive, detailoriented and a true problem-solver, always striving for excellence. Her dedication and ability to manage complex campaigns with ease make her an invaluable asset to any team.

NANDINI NAIR, 25

Performance Manager, Wavemaker MENA – UAE

Ibrahim Ghazal, Head of Performance and Programmatic, Wavemaker MENA, said: Nandini keeps raising the bar for client deliverables and agency collaboration. Her strong problem-solving skills and can-do attitude make her a standout performer who inspires colleagues. Now, in her managerial role, she continues to champion growth, mentoring her team to embody the same drive and determination.

NOURHAN BASSAM, 28

Senior Media Executive,  Zenith – Egypt

Amall Ishak, Associate Business Director, Zenith, said: Nourhan is one of the rising stars at Zenith. She quickly became a standout team member through her intelligence, diligence and accountability in just nine months. Her exceptional management of Spotify’s complex account, including major campaigns, earned her recognition as a star by the regional team. She also quickly adapted to multiple accounts, in which she excelled in multitasking, and became a very reliable talent. Nourhan excels in building strong relationships across teams, training others and solving problems effectively.

OMAR SHAIKHO, 26

Media Executive, Zenith – Saudi Arabia

Bana Deranieh, Media Manager, Zenith, said: Omar is a positive and spirited team player who brings great energy to the workplace. His collaborative mindset and enthusiasm foster a productive and inspiring environment. Always eager to learn, he thrives on challenges and continuously seeks opportunities for growth. His dedication to excellence, adaptability and willingness to support his team make him a valuable asset. Omar approaches every task with passion and a strong work ethic, ensuring both personal and team success.

NAYA GHORAYEB, 23

Media Planner, Mindshare – UAE

Karim Daba, Media Manager, Mindshare, said:

Fresh graduates are often asked to achieve the unachievable, and Naya is someone who consistently rises to the challenge. Her remarkable ability to quickly absorb information and her eagerness to learn from her mentors continue to impress. Despite having limited experience in the field, she successfully managed and executed above the line (ATL) campaigns under significant pressure. Furthermore, she is a compassionate teammate who willingly supports her extended team, even when time is limited. Despite the obstacles, Naya continuously steps up and displays dedication and effort.

OMAR TANNIR,

23

Ecommerce Executive, GroupM MENA – Lebanon

Haneen Aburrubb, Ecommerce Director, GroupM MENA, said: Omar has made outstanding contributions to our commerce team. He demonstrates a deep understanding of the MENA commerce landscape, combining strategic thinking with executional excellence. His expertise in planning is evident in how he structures and optimises campaigns for efficiency and impact. Omar’s ability to grasp challenges and propose smart, data-driven solutions makes him a strong asset with great potential for growth.

NIBAL HADCHITI, 28

Copywriting Manager, GroupM – Lebanon

Mohieddine Mneimneh, Head of Content, GroupM, said: Nibal is a powerhouse of creativity, strategy and cultural intelligence. As a copywriting and content manager, she blends storytelling with data-driven precision, delivering campaigns that resonate across audiences. Her multilingual expertise and deep understanding of global markets make her an invaluable asset. Whether crafting award-winning submissions or mentoring teams, she approaches every project with innovation and an unwavering commitment to excellence. Beyond her sharp writing skills, she’s a natural leader, elevating content standards and inspiring those around her.

NOHA BAKRI, 26

Digital Sales Manager, DXTA Technologies – UAE

Hicham Dergham, Regional Sales Director, DXTA Technologies, said: As her manager, I have witnessed Noha’s exceptional dedication to learning and innovation in digital marketing. Noha has demonstrated exceptional leadership and creativity in our team. Her passion for bridging theory and practice is inspiring, and her goal to shape the future of digital marketing is commendable.

PETRA BEJJANI, 24

Senior Executive – Integrated Planning, UM MENAT – Saudi Arabia

Hani Aldajani, General Manager, UM MENAT, said: The dynamic landscape of KSA is characterised by rapid transformation, driven by technological advancements and evolving consumer expectations. Within this context, Petra represents the best of what the younger generation has to offer. She has a proven track record of delivering results. At a young age, she has already led numerous successful campaigns, showcasing her ability to produce tangible outcomes for her clients. Her approach often involves setting clear, measurable goals and working diligently to achieve them.

RAYAN ABOU HAMDAN, 29

Planning Executive, Zenith –Saudi Arabia

Rami Kabbani, Business Director, Zenith, said:

Rayan consistently excels in every task he is given, always rising to the challenge. As a key member of the Zenith team, he has been a tremendous asset, offering valuable support to his colleagues across various projects. Rayan has shown exceptional initiative in tackling complex briefs, working under pressure and consistently delivering outstanding results for his clients. Known for his excellent collaboration skills, he is the go-to person when it comes to analysing data and crunching numbers.

PERLA MERHI, 28

Performance Marketing Manager, Spark Foundry – UAE

Dania Dallasheh, Business

Director – Performance Marketing, Spark Foundry, said:

REEM USAMA, 28 Manager

–Planning, Hearts & Science – UAE

Rawan Hilal, Client Business Partner, Hearts & Science, said:

Reem is highly hardworking and ambitious, and always prepared to take the lead on critical tasks and resolve issues. She approaches every challenge with a sharp mindset, turning obstacles into opportunities, whilst making everything a fun learning experience.

Perla’s passion in digital marketing and luxury, supported by her advanced education and professional experience, provides her with unique insights into the intersection of these fields. Her exemplary work and determination to grow and excel distinguish her as a young leader in the industry. With a strong mindset and the ability to articulate innovative digital solutions, she consistently achieves excellence by crafting tailored approaches that exceed client expectations. Her relentless pursuit of growth and steadfast dedication to quality make her an invaluable asset to the team.

REEM TRABOULSI, 27

Performance Marketing Manager, Zenith – UAE

Vanessa Abi Faris, Performance Strategy Agency Lead, Zenith, said: Reem is an exemplary individual who consistently goes above and beyond, showing an incredible work ethic and a relentless pursuit of excellence. She eagerly embraces new challenges, adapts quickly to any environment, and excels in leadership, both technically and interpersonally. What truly sets her apart is her infectious personality, which fosters a positive, collaborative work atmosphere. Her enthusiasm makes working with her enjoyable and motivating, ensuring that team dynamics remain strong and productive.

RITA SALAMEH, 24

Executive - Integrated Media Planning, UM MENAT – UAE

Vinita Sheth, Associate Director – Global Planning for Emirates Group, UM MENAT, said: Rita has shown outstanding performance and growth. Starting as an intern, she quickly transitioned to a hybrid role in just a year, overseeing the group brands within the Emirates portfolio. Rita’s expertise in planning, client management and teamwork, combined with her passion for continuous learning, make her a valuable asset to the team.

RAGHAD YASEEN, 26

Mazen Mansour, Head of Digital, PHD UAE, said Ramzi is an outstanding professional who strives to perfect his craft in digital media performance, driving excellence and innovation for his clients. His strong team spirit, obsession with nurturing client relationships and relentless competitive drive make him a true leader. Always pushing boundaries to achieve best-in-class results, he is a true asset to any team.

Senior Executive – Performance Marketing, Publicis Global Delivery – Performance Media – Jordan

Asim Malik, Business Lead Digital – Performance, Publicis Global Delivery – Performance Media, said: Raghad has demonstrated exceptional growth, evolving into a key asset in performance marketing. She leads search strategy for Sephora under LVMH and has successfully driven social performance for Yas Marina Circuit, showcasing her versatility. Her expertise in platform optimisation, data-driven strategies and efficiency improvements has enhanced ROAS and campaign effectiveness. She provides actionable insights, aligning media strategies with business KPIs. Beyond execution, Raghad is a mentor, guiding junior talent and fostering cross-functional collaboration. She embodies ownership, integrity and a relentless drive to excel.

RAMZI BOU ROUPHAEL, 29

Senior Performance Manager, PHD UAE

SAAGARIKA VERMA, 25

Senior Insights Executive, Havas Media Middle East – UAE

Sarah El-Khoury, Senior Data Analytics Manager, Havas Media Middle East, said:

Saagarika stands out as an incredibly talented individual, seamlessly switching hats in a consultative role that requires a deep understanding of various client categories. By leveraging her hybrid mix of analytical and strategic thinking, she is able to tackle diverse briefs – using data to uncover meaningful insights that fuel impactful strategies. Her versatility extends beyond the technical side. Being part of the Havas Village, Saagarika seamlessly works with teams across multiple disciplines, bridging perspectives while integrating data-led expertise.

SARA GHAZOGHLI, 30

Senior Media Manager, Zenith Media – UAE

Rita Kteiche, Business Director, Zenith Media, said:

Sara is an incredibly enthusiastic individual with a strong foundation in strategic media planning. Her ability to think outside the box sets her apart, allowing her to craft innovative solutions that drive results. Exceptionally organised and responsible, she ensures that every project runs smoothly and efficiently. Sara brings positive energy to the team, effortlessly blending strategy with charisma. Her presence elevates both professional and cultural aspects of the team, fostering collaboration, creativity, and a sense of unity that inspires those around her.

SALEHA ASHIKALI, 28

Senior Media Manager, Havas Middle East – UAE

David Dorosario, Head of Digital Media and Commerce, Havas Middle East, said: Saleha is a highly motivated and adaptable professional with an unwavering positive attitude. Always eager to take on new challenges, she thrives in dynamic environments and continuously seeks opportunities to grow. Her curiosity drives her to explore innovative solutions, ensuring success across various channels. With a keen analytical mindset and a full-funnel approach, she skilfully oversees paid social, paid search and display campaigns, maintaining a strategic eagleeye perspective. She is versatile, committed and consistently delivers impactful results while fostering collaboration and excellence.

Senior

Dina El Houssainy, General Manager, UM Lebanon, said:

SARA HMAYED, 29

Ecommerce Executive, GroupM Mena – UAE

Haneen Aburrubb, Ecommerce Director, GroupM Mena, said:

A dedicated and results-driven professional, Sara thrives in the dynamic world of performance media, constantly challenging herself to push boundaries and deliver impactful results for her clients. Passionate about learning, she is always eager to explore new strategies and expand her knowledge. With a bubbly personality and a natural ability to build strong, healthy relationships, she fosters a positive and collaborative work environment. Beyond her role, she takes pride in mentoring and supporting her team, guiding them toward success.

SARA RAMADAN, 28

Performance Executive, Wavemaker MENA – Lebanon

Ibrahim Ghazal, Head of Performance and Programmatic, Wavemaker MENA, said: Sara’s impact has been felt from the moment she joined our team a year ago. She drives impressive outcomes for a key client, thanks to her sharp analytical skills and creative thinking. Her generosity in sharing best practices has created a culture of learning and collaboration. I’m confident that she’ll continue to excel.

SANDRA ABDULLAH, 24

Senior Media Executive, Zenith – Egypt

Hedi Hemaya, General Manager, Zenith, said:

Sandra is a very strong character and made significant progress within the first quarter of joining the Zenith family. She leveraged her technical and social skills to enhance client relationships. A fast learner, she implemented new knowledge swiftly, gaining recognition across the PMI team. Her confidence in presenting was evident as she delivered weekly reports and previous campaign audits early in her tenure. Sandra’s keen attention to detail allows her to identify and solve errors early, and she anticipates potential issues effectively, making her highly reliable.

Sarah is a reliable person who gets things done and gracefully overcomes any challenge she faces. Throughout her time at UM, Sarah has always proved that she is up to every challenge that comes her way. She also demonstrates that leading by example truly works. With her, trust is easily earned. She builds relationships with everyone she works with – clients, peers, and her team. Most importantly, Sarah puts her heart into everything she does and always goes the extra mile.

SHAIMAA QANDIL, 30

SEO Senior Executive, Publicis Groupe – Saudi Arabia

Nigel Keelson-Anfu, Business Director, Publicis Groupe, said: Shaimaa has been a key pillar in building the SEO team in Saudi Arabia. For a time, she handled both execution and account management, balancing client expectations while navigating limited resources. She now oversees SEO strategies for four major brands. Her commitment, expertise and leadership have been instrumental in driving positive results and maintaining strong client relationships.

SARAH HANBALI, 26

Integrated Planner, UM Lebanon – Lebanon

SHIVANGI AGIWAL, 26

Media Specialist, Socialize Agency – UAE

Debashis Mohapatra, Media Strategy Director, Socialize Agency, said:

Shivangi is an outstanding media specialist who has shown strong growth in a short span of time. Her passion, dedication and strategic mindset set her apart in the industry. She leads media strategy for strategic brands such as Smart Salem, Switz, Eataly, MMI and Paul, driving impactful results. Passionate about automation, she has implemented tools that reduced reporting time by 40 per cent. Her ability to innovate, optimise and execute high-performance campaigns has fuelled client success and contributed significantly to the agency’s growth.

STEPHEN MALLOUH, 28

Manager – Commerce, Publicis Commerce – UAE

Elie Milan, Chief Performance Officer, Publicis Commerce, said:

SHRAVAN CHOUDHARY, 27

Senior Performance Executive, EssenceMediacom UAE – UAE

Alaa Hijazi, Media Director, EssenceMediacom UAE, said: Shravan’s expertise and leadership has led to consistently outstanding results for his clients. With an exceptional ability to strategise and execute datadriven campaigns, Shravan has a proven track record of optimising performance and driving revenue growth. His deep understanding of digital marketing channels, coupled with a results-oriented approach, makes him a true asset to the team. Shravan is a visionary; he constantly stays ahead of trends, while fostering collaboration and driving success.

Stephen is an exceptional expert in commerce strategy and performance, and I wholeheartedly recommend him as the go-to reference for commerce growth. His deep understanding of the industry and his ability to drive datainformed strategies have consistently delivered outstanding results for clients. What sets Stephen apart is his relentless drive for innovation and his unmatched sense of ownership over his clients’ businesses. He is incredibly reliable, always delivering on his promises, and goes above and beyond to ensure success.

TALA ABU EID, 22

Account Executive, Seven Media – UAE

Gabrena Grewal, Account Director, Seven Media, said:

From her journey as an intern to becoming a social media executive last year, Tala has consistently brought passion, curiosity and creativity to everything she does. Her confidence and adaptability to each client’s needs have made her a go-to team member for creative campaign work across our government and corporate portfolio. No matter how challenging the task, she proactively finds solutions, tackles obstacles with a positive mindset and remains focused on driving success.

SONDOS

NABOULSI, 25

Senior Executive – Research, Publicis Media – Lebanon

Pankaj Pagarani, Head of Data Sciences, Publicis Media, said: Since joining Publicis, Sondos has hit the ground running and truly excelled in her role, demonstrating remarkable dedication and skill. As the clientfacing lead for a global client, she champions this relationship, building exceptional rapport with stakeholders and earning their trust through consistently high quality deliverables. Her accountability, proactiveness, communication and agility make her a valuable asset to our team.

SOFIA FERNANDEZGILSANZ RUIZ,

28

Media Manager, Wavemaker Dubai – UAE

Fayaz Hussain, Account Director, Wavemaker Dubai, said:

Sofia Fernandez-Gilsanz Ruiz is an exceptional Media Manager. I’ve been consistently impressed by her proactive approach to problem-solving and her ability to translate complex data into actionable strategies. Sofia doesn’t just follow trends, she also anticipates them, bringing fresh perspectives to every campaign. Her curiosity extends beyond media, allowing her to connect seemingly disparate ideas and create truly innovative solutions. She’s a valuable asset to our team, consistently exceeding expectations. Sofia’s drive and strategic thinking make her a definite face to watch.

TAMARA SAYEGH, 26

Senior Executive – Commerce Content, GroupM – UAE

Haneen Aburrubb, Ecommerce Director, GroupM, said:

Tamara is a passionate and creative professional who consistently brings fresh, strategic thinking to every challenge. She is always focused on achieving a dual goal – driving brand growth while enhancing consumer experience. Her ability to balance these priorities ensures that the brands she works with not only perform but also stand out in a competitive landscape. Tamara thinks beyond the obvious, finding innovative ways to connect with consumers while delivering measurable impact.

26

Senior Account Executive, Quill – UAE

Pavishia Nair, COO, Quill, said: Tamer approaches social media with a 360-degree mindset, effortlessly balancing PR, digital strategy and platform expertise. He doesn’t just create content; he builds brand stories, ensuring every campaign aligns with business goals, captivates audiences and delivers real impact. With a unique mix of creativity, datadriven insights and strategic execution, he is a driving force in our team.

TAMER ABOU DIAB,

THEA ISSA EL KHOURY, 29

Media Manager, Spark Foundry MENA – UAE

Rami Itani, Associate Business Director – Media, Spark Foundry MENA, said: Thea has consistently approached every project with a proactive mindset and a dedication to deliver best-in-class outcomes. Her evolving media expertise year-on-year has made her a trusted advisor and a rising star among both peers and clients. Her unwavering positivity, commitment and willingness to learn set a strong example for professional growth. I greatly admire her exceptional work ethic and look forward to seeing her reach even greater heights in her career. She demonstrates passion and a relentless drive for excellence and innovation.

YARA EL ABIAD, 26

Senior Performance Executive, Magna MENA – UAE

Veronica Nipay, Director – Strategy and Planning, Magna MENA, said: What really stands out with Yara is her resilience. She always looks for ways to learn and grow. She turns tough challenges into fuel for selfimprovement. I have no doubt she’ll keep achieving amazing things, and I’m excited to see where her potential takes her.

VALENTINA KHALIL, 28

Senior

Executive – Performance, Magna Global KSA – Lebanon

Jad Barakat, Associate Digital Director, Magna Global KSA, said: Valentina has demonstrated exceptional skills and prompt action over the past period. Her problem-solving abilities, unwavering dedication to achieving objectives and commitment to client satisfaction have been remarkable. Furthermore, she possesses a forward-thinking mindset and a relentless drive that continually helps her reach new heights. We truly appreciate her contributions and, together, we look forward to achieving ongoing success.

WASSEF KOLEILAT, 30

Associate Director, LeadGen Arabia –Saudi Arabia

Rasha Mansour, Head of Strategy and Analytics, LeadGen Arabia, said: From day one, Wassef has been a central figure at the agency, driving success with his deep expertise in the evolving digital landscape of Saudi Arabia. His extensive knowledge has not only propelled key accounts but also played a critical role in developing the agency’s product offerings. Wassef has been instrumental in forging new partnerships with publishers, enabling the delivery of advanced, innovative solutions to our clients. Proactive, solutionoriented and innovative, he consistently demonstrates unwavering dedication, professionalism and expertise, making a significant impact on business growth and results.

ZIAD SAEED, 28

Account

Executive, Spark Foundry – Saudi Arabia

Harvey Benne , Business Director, Spark Foundry, said: Ziad brings a level of sophistication to his planning and communication that is instinctive. His attention to detail and ability to listen fully to his client’s requirements set him ahead of his peers. He doesn’t leave his team members behind either, ensuring that he shares his knowledge and skills along his journey. Definitely one to watch.

ZAID AL SHISHANI, 27

ZOUHEIR TAWIL, 30

Senior Performance Executive, Mindshare – Lebanon

Joseph Elbcherrawy, Client Leadership Director, Mindshare, said: Zouheir is a highly skilled digital marketing professional with a strong ability to analyse performance metrics and optimise campaigns for maximum impact. Known for strategic thinking, attention to detail and a datadriven approach, Zouheir consistently improves campaign effectiveness and drives ROI. Zouheir is proactive in identifying new opportunities and solving challenges while maintaining strong collaboration with teams and clients. Committed to continuous learning and staying ahead of industry trends, Zouheir brings fresh ideas and innovation to every project. A dedicated and adaptable team player, Zouheir ensures high-quality execution in complex campaigns and consistently contributes to business success.

Performance Marketing Executive, Publicis Media – Jordan

Diana Hage, Senior Manager – Performance Marketing, Publicis Media, said: Zaid is dedicated and highly skilled in managing accounts, consistently driving performance improvements. He excels in reporting, collaborating with planners and ensuring campaigns meet KPIs. Quick to act, Zaid keeps campaigns on track and is proficient in technical tasks like launching PMAX campaigns, keyword research and crafting ad copy. Proactive and independent, he solves problems with ease and supports his team whenever needed. Always sharing valuable insights and recommendations, Zaid demonstrates a strong commitment to growth and continuous improvement.

PR F A C E S T O W A T C H

ABIGAIL SPENCER, 24

Communications Executive, DUNE | 23 – UAE

Amanda Fox-Pryke, Senior Director, DUNE | 23, said:

Abi is a passionate entertainment and sports professional who brings fresh, creative energy to every project. Her ability to generate innovative concepts and engaging narratives makes her an invaluable asset to any team. She has a deep understanding of popular culture, allowing her to offer valuable insights that shape compelling storytelling and brand strategies. With a consistently positive attitude, Abi not only inspires those around her but also drives impactful results for clients.

AMANI EL ACHKAR, 26

AFRIN ANOSH, 25

Communications Executive, Havas Red – UAE

Zahraa Hachem, Senior Communications Manager, Havas Red, said:

Afrin’s work ethic is nothing short of extraordinary. She sees every challenge as an opportunity, constantly pushing beyond her comfort zone. What truly distinguishes her is her tenacity – she never accepts no as an answer, always finding a way forward. A cornerstone of her team, she shoulders the heaviest tasks with grace, making challenging activities look effortless. Her unwavering commitment to excellence, adaptability and proactive drive to learn makes her not just a standout professional but an undeniable force for success.

Account Executive, Weber Shandwick Abu Dhabi – UAE

Liam Turner, Head of Corporate, Finance & Government at Weber Shandwick, said: Amani brings energy and enthusiasm to every task she takes on. She is a dedicated and reliable professional, skilled in media relations, who shines in meetings and presentations with the confidence of a seasoned communicator to leave a positive lasting impression. Her passion for communications and commitment to excellence make her a standout talent. With an impressive willingness to learn, grow and challenge herself, I have no doubt Amani has a bright future ahead.

ALEXANDRA

ALICE WALDIE, 27 PR Account Manager, House of Comms – UAE

Jennifer Sephton, Senior Account Director, House of Comms, said: Alice is a strategic consultant who understands the 360 principles of communications and is trusted and valued by both her clients and teams. She consistently delivers high quality work, crafts compelling narratives for clients and boasts a black book of media, influencer and industry-leading contacts, whom she can connect with at the touch of a button. She leads with courage, inspiring her team to push beyond just results and make a genuine impact for her clients.

AISHWARYA ANAND, 30

Senior Account Manager, A eline – UAE

Sophie Simpson, Managing Director, A eline, said: Aishwarya is brimming with ideas and enthusiasm, and you can’t help but be inspired. She effortlessly leads programmes and is a fantastic strategic planner, idea factory and creative problem solver who transforms concerns and obstacles into opportunities. Aishwarya is also a brilliant team leader who is fair, focused, hardworking, trustworthy and a whole lot of fun.

RICHARDS, 25

Senior Account Manager, Gambit Communications – UAE

Jamal Almawed, Founder & Managing Director, Gambit Communications, said: Alex is a generational talent who is annoyingly good at just about everything. She’s blessed with outstanding creative writing, level-headedness, focus and intelligence. One of the rare occasions where we said: ‘We need to get her whatever her price is’. After joining Gambit, she was recognised as the top young PR talent in the region, and later was in the top five in the world. At 25, she is already a team leader who leads by example with outstanding performance and consistency.

BEATRICE ZEMELYTE, 25

Senior Associate, Weber Shandwick Doha – Qatar

Diala Abdulmalek, Senior Director & Country Lead, Weber Shandwick Doha, said:

Beatrice has quickly become invaluable – a breath of fresh air with an infectious drive, constantly looking for ways to contribute and make a real impact. Her sharp judgment, creativity and problem-solving skills set her apart. Even in high-pressure situations, she approaches challenges strategically – focused, professional, always seeing the bigger picture. Beyond her individual contributions, she’s a true team player, praised for her insight and collaboration.

ARJUN TYAGI, 30

Account Manager, Publsh – UAE

Emma Proctor, Communications Director, Publsh, said: I wholeheartedly nominate Arjun, a Dubai PR professional who has carved out an exceptional name for himself. His instinctive understanding of the Dubai media landscape is unparalleled, making him highly receptive to the needs of journalists while fiercely advocating for his clients. A team player on every level, you’ll often find him behind the scenes at major launch events, managing expectations and resolving issues with unwavering dedication and a smile. His ability to craft resonant narratives makes him an invaluable asset.

AYUSHI KISANI, 25

Senior PR Account Executive, Umami Communications – UAE

Marjorie Chapas, Marjorie Chapas, Head of PR, Umami Communications, said:

Ayushi is an outstanding PR professional and a valued member of our team. She serves as both a strong support system and an inspiring role model for her colleagues, while being an invaluable asset to the clients she collaborates with. She has spearheaded some of the agency’s most exciting collaborations, demonstrating creativity, and an innate ability to drive meaningful results. She continuously seeks to expand her knowledge and refine her skills – an ambition that will lead her to even greater achievements.

ARIANA JEANETTE AARON, 26

Senior Integrated Associate, Current Global MENAT – UAE

Nikita Sidana, Account Director, Current Global MENAT, said: Ariana joined my team over a year ago, and from the very start, she’s proven how much she brings to the table. She’s amazing at staying calm and focused, even when things get hectic, and consistently delivers both creative and strategic results. Whether she’s leading big campaigns for brands or building strong media relationships, Ariana’s reliability and professionalism always stand out. She’s a true pleasure to work with and an invaluable part of the Current Global team.

ATHWIFA SALEEM, 30

Senior PR Account Executive, Arduina MENA – UAE

Ali Fathalla, Business Director, Arduina MENA, said: Athwifa is not just passionate and hardworking, she’s also relentless in pursuing results for her clients, all while leading with kindness and empathy. When I had to take an unexpected three-month medical leave last year, I worried that things would fall apart. However, Athwifa stepped up and managed one of our clients almost single-handedly, ensuring everything stayed on track. When I returned, the client was singing her praises. She’s a rare gem; dedicated, talented and an all-round amazing person.

ASMA NUR, 28

Account Manager, PRCO Group – UAE

Tamara Tsallagova, Account Director, PRCO Group, said:

Asma is an exceptional PR professional with a sharp strategic mind and a deep understanding of luxury hospitality and lifestyle communications. She approaches every project with creativity, precision and a results-driven mindset. Her ability to craft compelling brand stories, build meaningful industry relationships and execute high-impact campaigns sets her apart. She is proactive, detail-orientated and consistently delivers at the highest level. Her passion for storytelling and ability to adapt in a fast-paced industry make her an invaluable asset.

ANTONELLA SANSALONE, 24

Communications and Project Management Executive, MSL Group ME – UAE

Manu Bhan, Business Director, MSL Group ME, said: Antonella is one of the fastestrising stars in our industry. She possesses the ideal blend of operational rigour and creative thinking essential for our ever-evolving field. She is a true all-rounder, be it project management, media relations, content development or stakeholder management. Her tenacity and humble nature not only enable her to achieve results but also ensure that those results are impactful.

DIMA ASAAD, 29

PR Account Executive,  TBWA\RAAD – UAE

Reem Shamoun, PR Account Director, TBWA\RAAD, said:

Dima has demonstrated remarkable adaptability and a strong work ethic in the fast-paced world of PR. Her exceptional communication skills, creativity and keen attention to details have been significant in crafting content, coordinating media and influencer outreach and managing client communications with professionalism and efficiency. She has played a key role in executing highimpact campaigns and events, ensuring flawless delivery and achieving outstanding results. She brings fresh ideas to the table, anticipates challenges and navigates them with confidence.

CHAM ALATRACH, 25

Senior Account Manager, The Romans – UAE

Joe Lipscombe, Partner, MENA, The Romans, said:

Cham joined me on a panel I hosted when she was a student. We talked about how brands can support the youth more. She had a strong, educated, fierce point of view on the industry. Six years later, when we were designing the launch team for The Romans, we tracked her down. She’s a pure-play PR force. Her craft is untouchable while also building relationships with key clients far more experienced than her.

EMILIANA D’ANDREA, 25

Senior Account Manager, Publsh – UAE

Emma Procter, Communications Director, Publsh, said:

Emi is a literal PR and comms powerhouse even with only a few years in the field. She knows exactly the right tone to strike when liaising with media and clients and has an uncanny knack for spotting great story angles and market trends. She’s a team player in the best possible way and that rarest of things in the AI era – a genuinely talented writer. She has amazing energy and it boosts the whole team. A legend in the making.

EMMA LIV JOHANSSON, 27

Consultant, Global Think Group –Saudi Arabia

Beth Tarling, Associate Director, Global Think Group, said:

Emma has a natural ability to get to the heart of an organisation’s strategic needs, paired with an exceptional work ethic and meticulous attention to detail, which makes her an invaluable asset to clients and colleagues alike. Universally praised by those who work with her, Emma consistently delivers excellence. We have no doubt she will continue to go from strength to strength and we’re excited to see her next achievements.

CHANTELLE BURCHETT, 26

Account Director, Memac Ogilvy – UAE

Saad Abu Touq, Managing Director – PR, UAE, Memac Ogilvy, said: Chantelle is a dedicated, innovative and generous leader who consistently elevates our influence work. With a keen balance of creativity and pragmatism, she ensures excellence in everything she does. Her deep industry insight and resourcefulness drive impactful, tailored solutions for our clients. She is always supporting those around her. She fosters collaboration, nurtures talent, and inspires others to push boundaries and think bigger. Her passion for progress and people makes her an invaluable part of our team.

BUSHRA KHAN, 27

Senior Account Executive, BPG Group – UAE

Camilla d’Abo, EVP Comms & Content, BPG Group, said: Bushra is a PR force. At such a young age and junior position, she already brings an innate ability to dig deeply into a brand and create strategically insightful campaigns. Not only is she a fantastic energy to work with, but she is also proactive, professional and demonstrates excellent leadership skills. Bushra is definitely one to watch with a fantastic career ahead of her.

DALIA ALQADHI,

26

Senior Associate, Weber Shandwick Dubai – UAE

Daniel Mercado, Head of PracticeTechnology & B2B, Weber Shandwick Dubai, said:

Dalia has made impressive strides while being a valued member of our Weber Shandwick community. She is quick to embrace fresh challenges, build interpersonal relationships, and grasp even the most highly technical concepts. Her enthusiasm for her work is matched by a strong personal accountability to learn and grow. Whether sharpening her editorial prowess or delving into an entirely new industry, Dalia thrives on knowledge. She proactively seeks solutions to help her clients deliver real impact.

HALA KASSAB, 28

Senior Executive, Weber Shandwick Abu Dhabi – UAE

Reem Diab, Director - Client Experience, Weber Shandwick Abu Dhabi, said:

Hala is a fast learner with an unmatched passion for PR. Her eagerness to embrace new challenges and her proactive approach make her a standout in the industry. She thrives on growth, always seeking opportunities to learn and improve. Hala’s dedication to excellence, coupled with her unwavering support for her team, ensures that she consistently exceeds expectations. She’s never shied away from asking the necessary questions, positioning herself as a trusted and reliable force in any project she undertakes. A true rising star.

JEANETTE PONCE, 28

PR Manager, Seven Media – UAE

Sneha Ashar, PR Director, Seven Media, said: She is a creative and highly organised PR professional known for her ability to plan ahead and deliver seamless campaigns. Proactive and detail-orienteded, she has successfully led projects for IHG Hotels & Resorts, the Jewellery & Watch Show Abu Dhabi 2024 , and Carine, earning the trust of both clients and colleagues. Friendly and approachable, she builds strong relationships and leads by example.

GHAZAL MIRAHMADI, 23 Communications Executive, Red Havas –

UAE

Nicole Jordaan, Senior Communications Manager, Red Havas, said: Ghazal is incredibly hardworking and dedicated, someone who always brings in her confidence and a positive attitude, regardless of the challenges that come her way. Since joining, she has completely reshaped how we approach Gen Z audiences in the work we do for beauty brands with valuable insights and creative ideas on how to speak to brands and young audiences in the PR world. She’s a fast learner, a creative thinker and does it all with a smile.

KIRAN ARSHAD, 29

Account Manager, MSL Group ME – Saudi Arabia

MacLean Brodie, Chief Executive Officer, MSL Group ME, said: Kiran is among the next generation of our agency leaders. Sharp, agile, but most importantly curious, she has spent the last 18 months handling one of MSL’s most important global accounts with grace, hard work and a passion that is really putting Riyadh at the centre of a global story. Our designated strategic hand in KSA and we are focused on training and further developing critical skills so she can lead the conversations that matter.

FADAN AL SALEM, 23

Project Assistant - Marketing, APCO – UAE

Angela Borkhoche, Chief of Staff and Head of MENA Marketing, APCO, said: Fadan is a standout marketing project assistant who hit the ground running from day one. She has successfully led employee engagement plans, managed key partnerships, and conducted C-suite interviews with confidence. Her proactive approach, passion, and dedication make her an invaluable asset, consistently adding value across initiatives. A true rising star in marketing.

HAYA KHALIL, 24

Senior Account Executive, PR, Memac Ogilvy – UAE

Saad AbuTouq, Managing Director, PR - UAE, Memac Ogilvy, said: Haya is the kind of team member who turns challenges into opportunities with her dedication and creativity. Her proactive approach and relentless drive ensure that every project she touches is executed with excellence. Always thinking ahead, she brings fresh ideas to the table and pushes boundaries to achieve the best results. Her work ethic, passion, and ability to collaborate make her an invaluable part of our PR team.

JAHNAVI GHAGHDA, 24

Senior Public Relations Executive, Katch International – UAE

Dhara Bhatia Dhakka, Group PR Director, Katch International, said: Jahnavi is a standout PR professional whose passion and dedication are truly inspiring. In just three years, she has mastered client management, media relations and strategic storytelling, consistently exceeding KPIs and delivering exceptional results. Her commitment to her clients and eagerness to learn set her apart. Jahnavi is not only a reliable team player but also a mentor to her colleagues, showcasing true leadership. Whether securing top-tier media coverage or guiding her team, she approaches every task with positivity and precision.

LARA OBEIDAT, 29

Associate Communications Director, The Qode – UAE

Shaheena Usman, Vice President, The Qode, said: Lara has the rare ability to blend creativity with strategy, turning ideas into campaigns that drive real results. Her passion for storytelling, strong media relationships and expertise in influencer marketing have helped upand-coming brands gain major visibility and engagement in the region. Coupled with her strong client relations and team management skills, Lara really shows commitment and dedication to any task or challenge set. Beyond her skills, Lara’s energy, dedication and ability to inspire those around her make her truly deserving of this recognition.

KHALED KHAYAT, 29

Senior Consultant, Global Think Group – Saudi Arabia

Adam Cohen, Director, Global Think Group, said: Khaled has consistently demonstrated exceptional skill in managing integrated marketing and PR campaigns from inception to implementation. He excels at planning and crafting engaging, multi-format content tailored to diverse target audiences, always ensuring that each piece aligns with data-driven insights on key perceptions and behaviours that our projects seek to change. Khaled is dedicated to his clients, supportive of his wider team, and passionate about telling the stories of his native Saudi Arabia’s social and economic development.

LINA SAEED, 25

Senior Account Executive, Gambit Communications – UAE

Jamal Almawed, Founder & MD, Gambit Communications, said: Lina is a force of nature with energy levels that put some of us to shame. Whether handling sensitive financial roundtables with global business media or dune bashing with motorheads on automotive clients, or even working with education reporters, Lina always delivers and has proven herself to be a key team member for us in just one year.

MAHMOUD HAMDAN, 23

Account Executive, Seven Media – UAE

Sharan Sunner, Managing Director, Seven Media, said: Mahmoud has been with us for just under two years and has developed rapidly in that time. He plays a key role in major accounts such as Ethara and leverages strong industry connections to secure media coverage across various sectors. He regularly receives personal shout-outs from senior clients, who consistently praise his can-do attitude. In PR, we are regularly tasked with making the impossible possible and Mahmoud is exactly the kind of person to make that happen.

MAJD BALTAGI, 27

Account Executive, Burson – UAE

Jinith Joy, Account Director, Burson, said: Since Majd joined the team, he has demonstrated exceptional adaptability and a keen ability to tackle challenges with a strategic mindset. His strong analytical skills, combined with a natural curiosity, make him an invaluable asset in our campaigns. Majd’s dedication ensures that every task is handled efficiently and effectively. His enthusiasm and commitment are truly admirable.

MAHMOOD AL WALEED, 28

Strategic Communication Manager,  BPG Group – UAE

Camilla D’abo, EVP Comms & Content, BPG Group, said: A rising star in PR, blending traditional media expertise with a forward-thinking digital approach. His ability to craft compelling narratives and drive impactful media campaigns has positioned him as a key industry voice. His leadership in integrating AI into PR, deep media network and results-driven approaches makes him a standout candidate for Agency Faces to Watch 2025. His work across diverse industries, from fintech to tourism, has set benchmarks in strategic communication. Mahmood embodies the future of PR in the region.

NOUR KOBROSLY, 27

Account

Manager, Istabraq – Saudi Arabia

Charles Mitchell, Head of Public Relations & Communications, Istabraq, said: Nour is a rising star in PR, combining strategic advisory with an unwavering commitment to clients. She has established herself as a trusted voice for leading entities in Saudi Arabia, expertly navigating brand and reputational challenges. Nour’s leadership is defined by her ability to mentor and uplift her team, fostering a culture of excellence while prioritising client success. Over the past few years, she has led with poise, ensuring top-tier counsel that drives real impact.

MOHAMMAD SOHEIL ZANTOUT, 27

Senior Account Manager, MSL Group – Saudi Arabia

NEIMAT ELKARIB, 24

Account Executive, Seven Media – UAE

NIKKI FAJARDO, 27

Account Executive, KeenePR – UAE

Ellie Keene, Founder & CEO, KeenePR, said: Nikki has impressed me since she started at the end of 2024. Starting at a new agency can be daunting, especially a small one where everyone has a close bond. Mix that in with joining for the festive season – a notoriously busy time in PR and it has the ability to be tricky. Nikki got stuck in, asked questions, took on challenges and impressed from the start and it is something the team is very grateful for. She is a team player and I cannot wait to watch her spread her wings and grow with KeenePR.

Sharan Sunner, Managing Director, Seven Media, said: Neimat joined Seven 18 months ago after impressing us during her internship. She excels in managing client relationships and team dynamics, especially onboarding new joiners. She plays a key role in major government campaigns, including DCT and the Presidential Court, handling complex, urgent projects with composure. Even when she was a fresh-faced executive, clients valued her calm approach, problem-solving skills and insightful counsel. A true team player, she never hesitates to work late to support the team and maintain client satisfaction.

Hannah Joyce, Business Director, MSL Group, said: Mohammad’s drive to deliver high-quality and strategically sound campaigns makes him a true asset to the MSL team. His deep knowledge of the region and keen understanding of the media and their audiences enable him to create and execute impactful work that drives results. His appetite for learning new skills, challenging conventions and embracing new tools ensures that he is at the forefront of industry trends and able to share this knowledge with the wider team to collectively elevate our work.

MEGHA MOHANDAS PALLEEKARA, 24

Influencer Marketer, Ellyse Management – UAE

Elvira Jain, Founder, Ellyse Management, said: Megha was and will always be a top achiever on our team, meeting all deadlines and exceeding clients’ expectations. She has an agile personality, an action-orientated mindset and a winner mentality. I personally recommend her for the Faces to Watch award to represent our agency, wishing her more success in her career.

NEELIMA MENON, 25

Associate, Current Global – UAE

Nikita Sidana, Account Director, Current Global, said: Neelima is Current Global’s star in media and influencer relations, as well as our go-to expert for all reporting. Despite coming from a non-PR background, she has quickly mastered the tricks of the trade and is evolving into a true PR professional. Clients trust her, the team relies on her, and her results speak for themselves.

MAMATA GOPINATHAN, 26

Junior PR and Influencer Marketing Executive, By Niggi Marketing Management – UAE

Nikita Phulwani, Managing Director, By Niggi Marketing Management, said: Mamata has made a remarkable impact. She attends PR workshops and shares key insights with the team, enhancing campaign strategies. Within a month, she identified inefficiencies in coverage tracking, implemented a new software, and saved the team one to two hours daily. Just four months in, she single-handedly managed JD Sports’ Dubai Mall launch, securing +15 media placements. Her eagerness to learn, and ability to take on challenges make her an outstanding candidate for this nomination.

NUMA SAYEDA, 22

Junior Account Executive, Cheil MEA – UAE

Adeline Chew, Head of Brand Experience, Cheil MEA, said: She demonstrates exceptional client relationship management. Her remarkable ability to anticipate client needs, coupled with her swift and strategic problem-solving skills, has consistently resulted in successful campaign deliveries. Numa’s proactive communication style, and dedication to exceeding client expectations make her an invaluable team member. Her natural talent for building and maintaining strong client relationships, while ensuring seamless project execution, marks her as a rising star.

REA SINGH MISHRA, 24

Manager – Public Relations,  MSL Group ME – UAE

Mary Smiddy, Business Lead, MSL Group ME, said:

Rea is a shining light in the industry and an absolute pleasure to work with. Her unwavering dedication, tenacity and positive attitude make her a force to be reckoned with. She has a maturity well beyond her years which combined with an acute understanding of how to secure the very best results for her clients, certainly makes her one to watch. I eagerly await to see how her career unfolds and grateful we get to be a part of that continued development.

PARVATHI MURALEEDHARAN, 28

Senior Account Executive,  Matrix PR – UAE

Melwyn Abraham, PR & Digital Director, Matrix PR, said:

In six months, Parvathi built a critical new media portfolio for Matrix, strengthening our presence in the broadcast media and F&B space. A natural problem solver, she navigates challenges with agility and does not hesitate to ask for help. Clients appreciate her strategic thinking and engaging approach, making her a trusted partner internally and externally. With her sharp instincts and relentless drive, she is on an impressive growth trajectory and is set to make an even greater impact in the industry.

RAYANA EL MASRI, 22

Account Executive, BPG Group – UAE

Camilla d’Abo, EVP Comms & Content, BPG Group, said: Rayana is a rockstar. Having worked throughout her studies, she is a graduate trainee with a difference. Rayana brings a unique perspective to PR due to her experience across TV, production and broadcast. Her incredible passion for her craft and positive can-do attitude mean that in only six months she is already managing clients and has delivered several high profile projects. Excited to see her career grow.

RANDA BASHIR, 30

Marketing and PR Manager, Assembly –UAE

Mateen Agha, Head of SEO and Content, Assembly, said: A truly driven and rising personality, Randa brings a unique blend of creativity and versatility. She’s constantly evolving, bringing fresh perspectives to everything that she does. She is an expert at shaping narratives, with the determination to see her ideas through.

RAZAN ALHAMMAD, 29

Senior Communications Consultant, Global Think Group –Saudi Arabia

Hind Abdulla, Senior Director, Global Think Group, said:

Razan is a truly exceptional strategic communications consultant, excelling in PR, media relations and seamless project management. Her client relationships are exemplary, built on trust and tangible results. What sets her apart is her rare combination of talent and bilingual fluency, a valuable asset in our field. Beyond her technical skills, she’s a natural leader and an invaluable team player, consistently fostering collaboration and driving success. Her strategic insight and dedication make her a great professional with a very bright future ahead.

PIYUSH TALREJA, 23

Senior Account Executive, ComCo Middle East & Africa – UAE

Lloyd Arceo, Senior Account Manager, ComCo Middle East & Africa, said: The best PR pros don’t just follow the story – they live it. Piyush is one of them. With a sharp instinct for storytelling and a pulse on the industry, he doesn’t just relay messages – he crafts narratives that stick.

He’s made his mark at ComCo Middle East, executing standout F&B campaigns and building Tier-A media ties. A true team player, he thrives in fast-paced environments, constantly learning and innovating. Piyush is redefining what it means to be a PR game-changer.

RIM HADDAD,

27

Influencer Marketing Executive, MSL Group ME – UAE

Mary Smiddy, Business Lead, MSL Group ME, said: Rim is an invaluable member of the team here at MSL. Her understanding of the social and influencer space is exemplary. Additionally, for someone so young she posesses an acute understanding of strategy and the critical role it plays within integrated communications. When given the opportunity to take the lead on a project, she approaches it with a laser focus, delivering above and beyond client expectations.

ROKSAR KAMAL, 30

PR Manager, Middle East Communications Network (MCN) – UAE

Nayaab Rais, Executive Creative Director, FP7 McCann, said: A powerhouse in PR and media, she has an uncanny ability to turn ideas into impact, crafting stories that don’t just capture attention but leave a lasting mark. What truly sets Roksar apart is her infectious energy and relentless drive. Hardworking to her core, she thrives on challenges, finding creative solutions where others see roadblocks. A natural connector and a force of positivity, Roksar doesn’t just build brands – she builds momentum. And trust us, she’s just getting started.

SIOBHAN EAGLES, 22

SARAH KANJI, 24

Senior Account Executive, Atteline – UAE

Sophie Simpson, Managing Director - Middle East, Atteline, said: Sarah always manages to be tenacious and relentless – in the pursuit of perfection – with a humble charm, easy smile and enthusiasm that’s infectious. She is a great advocate for clients, while at the same time being an authentic and collaborative team player who puts her colleagues and the culture of the agency at the centre of everything she does. In short, Sarah excels at planning, bringing teams together, cultivating sources and making connections. The agency wouldn’t be the same without her.

SALLY TAWIL, 27

Account Manager, Sherpa Communications – UAE

Anastasiya Golovatenko, PR Director, Sherpa Communications, said: Sally has the key soft skills needed for a PR specialist today. She is dynamic and adapts quickly to changing situations. A strong team player, she works well with colleagues, clients and media to achieve great results. Her positive attitude helps build strong relationships and keeps things moving forward, even in tough situations. She is also resilient, handling pressure calmly. We are here to support and look forward to seeing what further transition awaits her.

Senior Account Executive, Gambit Communications – UAE

Tony Sidgwick, Account Director, Gambit Communications, said:

In just two years Siobhan has made a huge impact on our client work. Commended by clients and media alike, her work ethic and professionalism have shone through in everything she does. She has made considerable contributions to award-winning campaigns for B2B clients in complex industries, ranging from law to cybersecurity. Despite being relatively new to PR, Siobhan has proven to be a solid, dependable and talented communicator with a bright future in the industry.

SAHIL ADVANI, 29

PR Account Executive, Empyre Communications – UAE

Stephanie Farah, CEO & Founder, Empyre Communications, said: Sahil is a dynamic PR professional whose analytical mindset and innovative thinking set him apart. He does not just execute tasks; he finds smarter, more efficient ways to drive impact. His Loco Bear launch campaign was a game-changer, securing extensive media coverage that led to the park operating at full capacity for weeks and helping Empyre secure new clients in the industry. With his relentless drive, strategic thinking and passion for PR, Sahil is a force to watch.

SAAKSHI GUPTA, 27

Senior Communications Manager, Action Global Communications – UAE

Diksha Chadha, Associate Communications Director, Action Global Communications, said: Saakshi is one of the most talented PR professionals I’ve worked with. We can rely on her for any task, producing exemplary results across high profile clients, like DET, IHG and Al Ghurair. Saakshi has also earned her clients’ trust through her results-driven and confident approach. Not only is she dedicated and ambitious, but she clearly loves the industry. And it’s infectious to both her team and clients. She’s an extremely valued member of the team and a PR all-rounder with a very bright career ahead.

SUMBUL GHORI, 30

Senior PR Account Executive, Katch International – UAE

Tarryn Troth, Senior Account Manager, Katch International, said: An exceptional, hard-working professional with an unwavering passion for the PR industry. Her commitment, strategic foresight and tenacity rival that of seasoned professionals. Her media relations skills are unparalleled, consistently securing top-tier coverage and delivering outstanding results. She assists in crafting innovative PR strategies that exceed client expectations and elevate brands. Sumbul is a true team player whose positive energy and collaboration fosters success.

TALA MAJZOUB,

25

Senior Account Executive, HAVAS Red – UAE

Diaa Al Jurdy, Senior Communications Manager, HAVAS Red, said: Tala has worked on several shortlisted campaigns, with her latest campaign for Virgin Mobile UAE, Made for You, securing Silver in the Best Use of Limited Budget category at MEPRA 2024. She is a talented writer, she has published key articles that showcase her ability to craft compelling narratives and is deeply involved in social causes. Whether delivering client presentations or new business pitches, she consistently fills the room with confidence and impact while fostering a positive, collaborative work environment.

VANI KRISHNA, 27

Senior PR Account Executive, Katch International – UAE

UMAR GULAMNABI, 23

Junior Associate, Current Global – UAE

Peter Jacob, Managing Director, Current Global, said: Umar has demonstrated huge passion for the work and shows a calmness and dedication beyond his years. His growth mindset has seen him flourish across the core elements of media relations, writing and reporting going beyond the task every time by being proactive, insightful and consistently one step ahead. He’s been front and centre to some of Current Global’s most award-winning work from the world’s first ketchup insurance for Heinz to redefining ESG communications for Puck’s Selfless Shelves.

VANESSA LATTOUF, 25

Account Executive, Memac Ogilvy – UAE

Saad Abu Touq, Managing Director, Memac Ogilvy, said:

Vanessa is a rising star whose dedication, hard work, and commitment to excellence make her an invaluable asset. Her proactivity, keen attention to detail, and ability to build strong relationships with clients and colleagues set her apart. She consistently goes above and beyond, bringing a positive attitude and team spirit that make working with her a pleasure. Her passion for the industry is truly inspiring, and we are proud to have her on our team.

WEDAD EL MAIS, 29

Senior Communications Executive, Havas Red – UAE

Nermeen Salama, Communications Director, Havas Red, said:

Haroon Tahir, Associate Account Director, Katch International, said: Vani has shown remarkable growth at Katch. She consistently goes the extra mile, securing high-end brand partnerships, crafting strong strategy plans, or calling on her black book of media contacts, to drive outstanding coverage. Vani always adapts and excels in every task she takes on with an infectious smile. Her expertise includes handling corporate clients, coordinating media at on-ground corporate events and managing international travel clients. Her adaptability, industry knowledge and passion make her an invaluable asset to the team, ensuring every campaign is executed flawlessly with professionalism.

ZEINA GHANEM, 24

Account Executive, Redhill MEA – Saudi Arabia

Suzanne Kanianthra, Senior Director, Redhill MEA, said: Zeina’s journey from law to public relations blends legal precision with creative flair. As a lawyer, she honed meticulous research and persuasive argument skills that now fuel her knack for crafting compelling narratives. Her legal background guides her through complex regulations, while her deep understanding of media dynamics consistently secures quality coverage. With a pulse on emerging trends, Zeina makes an impact. Genuine enthusiasm and a collaborative spirit further define her approach, marking her as a valuable team contributor with rising potential.

Wedad’s unwavering dedication, strong work ethic and positive personality consistently exceed expectations and bring in a fresh collaborative energy to her clients and every project. Wedad has displayed much agility in adapting to demanding and fast-paced clients; she definitely embodies the I-can-attitude and has a constant drive to learn and improve. Wedad leads on her accounts with determination, proactiveness and enthusiasm; she is a team member who is reliable and always willing to learn and grow.

28

Senior PR Account Executive, Umami Communications – UAE

Marjorie Chapas, Head of PR, Umami Communications, said: Victoria is a dynamic force, radiating positivity and enthusiasm. She has delivered great results for some of the region’s leading hospitality clients, securing top-tier coverage and valuable opportunities for her brands. Her creativity and exceptional client servicing skills make her an invaluable asset, seamlessly driving results with genuine care for her work and colleagues.

ZINEB JARIRI, 26

PR Senior Account Executive, Umami Communications – UAE

Marjorie Chapas, Head of PR, Umami Communications, said: Zineb is a powerhouse in PR –strategic, results-driven and a true master of client communications. Her ability to balance speed with impeccable quality makes her an invaluable asset. Zineb’s warmth and charisma make her a natural leader, earning the respect of team members. As she continues to grow, her impact only gets stronger. She’s already one to watch and she’s only just getting started.

VICTORIA SALDUNGARAY,

THIS MONTH ON PLATFORMS

Campaign Middle East rounds up the latest updates on social media, and content and streaming platforms for this month. Here are the key highlights:

X: Highlighting Grok 3, an advanced AI built to support marketers’ insights: with access to real-time data from X, Grok keeps marketers in the loop on the latest trends, audience reactions and competitor moves.

It handles hefty datasets such as campaign plans, customer feedback and social media conversations. It can also dig into uploaded files such as ads or reports, and break down what’s working. It also can generate campaign visuals at the click of a bu on.

SNAPCHAT: Announcing the new unified monetisation programme, Snapchat is supporting creators. The programme places ads within a creator’s Stories and offers options for Spotlight videos longer than a minute.

With Spotlight viewership up 25 per cent year-on-year, creators can monetise this format in the same way they do with Stories. As part of the unified programme, creators may be eligible for invitation if they meet the below criteria:

Have at least 50,000 followers; post at least 25 times per month to Saved Stories or Spotlight; post to either Spotlight or Public Stories on at least 10 of the last 28 days; and achieve one of the following in the previous 28 days: 10 million Snap views, one million Spotlight views or 12,000 hours of view time.

TIKTOK: Launching Automotive Ads – a new vertical-specific performance solution that offers dealers, auto marketplaces and original equipment manufacturers the option to target high-intent users with their available car listings. With Automotive Ads, advertisers can match their models, offers, or inventory with users based on their in-market activity and preferences.

Through a range of customisable and user-friendly advertising options, these ads enhance the visibility and also streamline the path to purchase. Automotive ads can be used by businesses across the ecosystem, including dealers, agencies, online marketplaces, and larger car retailers.

LINKEDIN: Starting March 18, 2025, LinkedIn will launch its fifth game called Zip. With the number of weekly players surpassing 2.5 million, LinkedIn games are creating moments of camaraderie that help members take a break and challenge their minds.

Zip will be joining the existing lineup of games, including Tango, Queens, Pinpoint and Crossclimb; and will be available to professionals across the MENA region and the world.

YOUTUBE: Earlier this month, YouTube announced additional safeguards on video sequencing for teens based on insights on the developmental stages of teens and how content consumed online can impact their wellbeing. These updates include addressing potentially harmful and repetitive content such as unrealistic financial advice and negative behaviours.

In addition, YouTube released enhanced ‘Bedtime’ and ‘Take a Break’ reminders, now featuring full-screen prompts, promoting healthy screentime habits. Also, the YouTube Supervised Experience for teens offers parents greater oversight and control, fostering responsible content consumption.

YouTube has joined over a dozen regional content creators and distributors representing ten countries to participate in the Youth Digital Wellbeing Initiative, supporting a unified vision for the development of high-quality, age-appropriate content for young people.

The Kingdom of Saudi Arabia is in the midst of a dramatic transformation driven by Vision 2030. As part of this vision, hundreds of organisations are attempting to build a strong, lasting brand. Marketers and brand managers in the Kingdom are on the lookout for the right tools to do so, and sound is one of the tools that they are leaning into. Powerful brands grow from powerful branding, and some of the most strategic brands – such as BSF, one of Saudi Arabia’s oldest banks – now have a sonic brand. So, why is that?

THE UNIVERSAL LANGUAGE OF SOUND AND MUSIC

Brands adopt a sonic identity because music and sound move us in a way that pictures or words cannot. Music bypasses barriers of language and culture, and is a universal language that every segment of the audience understands and relates to. Music is also significantly more efficient than visual messaging: research shows that information encoded in sound reaches the brain 17 per cent faster than visuals do.

PERCEPTIONS, DESIRES AND BEHAVIOURS

In addition to being universal and ubiquitous, music and sound also are extremely effective when it comes to influencing perceptions, desires and behaviours.

Great music can build a strong emotional bond between the receiver and

‘‘Sonic branding has the power to turn vision into vibration, resonating with the right audiences.”

the sender. Successful Saudi brands have witnessed how utilising music as a branding tool helps them transform the perception of their industry – and, on a global scale, the perception of their country.

Foreign audiences hear and see a lot about Saudi Arabia on the news, TV and social media. Sonic branding provides Saudi brands the power to define what is heard and how audiences perceive them outside the Kingdom’s borders.

RETAINING KSA’S RICH HERITAGE

As a foreigner who has worked with Saudi brands for many years, I have come to learn just how intricate Saudi culture and music are. When I began my exploration of Saudi culture in 2017, I had the opportunity to work on the sonic identity of Ithra – the King Abdulaziz Centre of World Culture. It was an honour to dive into the rich musical heritage of the Kingdom, which I realised is exceptionally nuanced.

For instance, let’s look at percussion. One on hand, there are many different types of drums used in Saudi music, such as the riq, daf and tablah but, on the other hand, these are played with different unique and identifiable rhythms across different regions within the Kingdom.

While these nuances may be undistinguishable to a foreign ear, they are an intricate part of hyper-local communities. When integrated into sonic brands, they add a level of uniqueness and understanding of culture, and are a nod to Saudi heritage. It’s no surprise, then, that Saudi brands are increasingly leaning into the use of auditory elements such as an oud note, the clapping of hands, or local vocals into their sonic brands.

such as Riyadh Expo 2030 and the FIFA World Cup 2034.

THE KINGDOM AND BEYOND

It’s important to recognise the fact that a nation is transforming in front of our eyes (and ears). Brands driving this transformation in the Kingdom must define what this ‘transition’ ought to sound like for its audiences in the Kingdom, across the region and around the globe. Sound and sonic branding shouldn’t be just an afterthought, but a strategic forethought.

As industries evolve and brand identities take shape, sonic branding has the power to turn vision into vibration, resonating with the right audiences, and making progress not just visible, but audible. The question isn’t whether sound should be part of the conversation – it’s how boldly we use it to shape the future of brands.

SAUDI FOCUS

Saudi Arabia’s

When Banque Saudi Fransi rebranded to BSF with a new visual identity that blended modernity and heritage –inspired by Islamic geometry and modern colours, typography and iconography – the brand also decided to translate its visual identity into sound. This ‘translation’ led to a grand composition with subtle hints of Saudi hospitality and national identity, based on a geometric interpretation of music, and became the bank’s sonic brand.

SOUND THAT TRAVELS THE WORLD

If a Saudi brand wants to speak to its local audience, it may use a version of its sonic brand that has more local instrumentation. On the other hand, to communicate to a global audience, it can easily remake its sonic identity with more globally recognised instruments such as strings, guitar and bass.

Music is very flexible, and a written melody can be performed in multiple genres, tempos and instrumentation. A very common example is the James Bond theme tune. No matter the decade or the number of artists who have reinterpreted this theme to their own style, the musical notation is the same and you instantly know … it’s Bond, James Bond. Dare I say it’s a catchy tune?

This is particularly relevant to KSA’s tourism, real estate and hospitality expansion in line with Vision 2030, which is not only making waves across the Middle East but also across the world, especially with upcoming global events

soundscape

MassiveMusic’s Laura Woźniak sheds light on a ‘powerful tool’ that brands in the Kingdom should lean into in 2025.

By Laura Woźniak, Senior Project Manager – EMEA, MassiveMusic Dubai

SAUDI FOCUS

Aligning your brand with Vision 2030

NEOM’s Komal Bajaj shares how brands can secure their relevance in the Saudi market by positioning themselves as contributors to the national vision.

In recent years we have witnessed an influx of businesses and people from the Middle East and the rest of the world migrating to Saudi Arabia, making the Kingdom their new home. With the Saudi Government launching pivotal initiatives and projects under Vision 2030, the business landscape and society have been thriving, making the country an extremely attractive hub personally and professionally.

A strategic framework, Saudi Vision 2030, aims to diversify the economy, empower citizens and create a vibrant environment for both local and international investors, establishing Saudi Arabia as a global leader. For brands, this presents a unique opportunity for them to align their company with the national goals, fostering growth while contributing to the broader socioeconomic transformation of the Kingdom.

VISION 2030 PILLARS

Businesses should initiate alignment with Vision 2030 by emphasising cultural relevance, sustainability, talent empowerment and innovation within their brand. To do this successfully in the era of Vision 2030, brands must first align their core values with one or more of the vision’s pillars: a vibrant society, a thriving economy and an ambitious nation. Under the three main pillars of Saudi Vision 2030 there are six strategic objectives: strengthen Islamic and national identity; offer a fulfilling and healthy life, grow and diversify the economy; increase employment; enhance government effectiveness; and enable social responsibility. By integrating these objectives into their companies’ business goals and models in the Kingdom, brands can position themselves as contributors to the national vision, earning the trust and loyalty of consumers, stakeholders and investors.

VIBRANT SOCIETY

The preservation and celebration of Saudi Arabia’s rich cultural heritage and traditions while fostering innovation and creativity is a pivotal mandate of Vision 2030. By embracing Saudi culture, national heritage and promoting social wellbeing through an enriched society, brands can play a pivotal

role by launching locally relevant campaigns during key observances like Saudi Founding Day or during the Umrah season. A great example was the Saudi Airlines campaign ‘ProtecTasbih’ which won prizes at the Dubai Lynx Awards in 2024, but more importantly immersed itself culturally and religiously while promoting safe pilgrimage tourism in the Kingdom.

Additionally, brands can align themselves with initiatives such as the Quality-of-Life Programme, which aims to improve living standards by enabling culture, entertainment, sports and tourism to flourish in Saudi Arabia. The Qualityof-Life (QOL) programme has already initiated several partnerships with: UEFA for a talent scouts programme; Live Nation to enhance local entertainment; and Royal College of Arts in London for a traditional art works incubator initiative in partnership with Riyadh’s Royal Institute of Traditional Arts.  Brands can launch similar initiatives or engage with existing ones to position themselves as active contributors to the wellbeing of Saudi society and culture.

Corporate social responsibility is a key component of Vision 2030, as it encourages businesses to contribute to societal wellbeing. This can include supporting health programmes, investing in community development projects, or partnering with non-profit organisations to address social challenges. Alternatively, a company could focus on environmental sustainability by organising tree-planting drives or reducing plastic waste in its operations – an alignment with Saudi Green Initiative (SGI). By engaging with initiatives within the QOL programme or SGI, brands can demonstrate their commitment to the vision’s goals while fostering goodwill among consumers.

THRIVING ECONOMY

Saudi Arabia is diversifying its economy, creating a conducive environment to support local investments and empowering citizens by creating job and training opportunities. This has led to many global and local brands such as Hyundai and Lucid Motors setting up manufacturing facilities while large to mid-sized corporations are opening local offices in Saudi Arabia. This shift has attracted top global talent and opened diverse job opportunities for Saudi nationals. Companies who support the Nitaqat

By Komal Bajaj, Marketing and Communications Director, NEOM Green Hydrogen Company

programme to drive Saudisation or partner with the Tamheer programme via the HRDF to provide young graduates practical experience are contributing towards upskilling and empowering Saudi nationals, a key objective of Vision 2030. Brands can further amplify this by participating in and launching youth programmes at local conferences such as LEAP or the Misk Global Forum.

Vision 2030 places a strong emphasis on digital transformation as a driver of economic growth and the government has launched several initiatives to foster its growth. Tech brands such as Oracle, Alfanar and Zoom Communications are investing in Saudi Arabia’s digital transformation including cloud computing, AI and fintech, aligning with Vision 2030’s goal of fostering innovation and entrepreneurship.

While these are big investments, mid- to smaller-sized brands can also contribute to the Vision’s goal of Saudi being a leading digital hub by launching digital solutions and investing in the digital transformation of their products and services. Furthermore, brands can partner with local tech startups and participate in governmentled digital initiatives to further demonstrate their commitment.

Aligning your brand with Vision 2030 is not just a strategic move – it is a transformative opportunity to contribute to Saudi Arabia’s future while achieving sustainable growth. By understanding and embracing the Vision’s pillars, your brand can become a meaningful participant in realising the ambitious goals of Vision 2030. In doing so, you not only secure your brand’s relevance in a changing landscape but also play a vital role in shaping a brighter future for Saudi Arabia and its people. Ultimately, aligning with Vision 2030 is a win-win: brands contribute to national progress while simultaneously strengthening their position in a dynamic and growing market.

GAMING, SOCIAL MEDIA AND INFLUENCER MARKETING GUIDE

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, Twi er, Tiktok, Snap, Oracle, and 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, and Coffee Address.

LEADERSHIP PANEL

Amir Tawaf Egypt GM

Prasad Sawant Performance Director

Lyna Domiati Regional Creative Director

Razmik Kalaidjian Regional Managing Director

Reine Hammoud KSA GM Zeena Kurd UAE GM

For the last decade, gaming has been untouchable, surpassing the combined global revenue of film and music. It has outpaced global GDP growth, exceeded industry expectations and evolved from a niche hobby into a dominant form of entertainment.

Fast-forward to today and it’s taking a soft nose-dive. Gaming in 2025 feels like an industry caught in a loop, where innovation is scarce, trust is low and the profits from social gaming are hiding a deeper existential crisis.

THE CRASH AFTER THE BOOM

Between 2011 and 2021, the revenue from video gaming skyrocketed, growing at double the rate of the previous two decades. Then, in 2022, the market dropped by 3.5 per cent. By 2024, spending had completely stalled. The gaming boom during the pandemic didn’t turn out to be the new normal everyone had hoped for.

What’s surprising is that this slowdown isn’t just a return to prepandemic trends, but more of a full contraction. Global gaming spend has dropped 13 per cent since 2021.

Player engagement? Down. Game sales? Stagnant. Even with supply chain issues resolved and a strong release slate, gaming hasn’t rebounded. The lesson? Growth isn’t guaranteed. Industries that depend on compounding network effects can collapse just as quickly as they rise.

THE ILLUSION OF GROWTH

There’s a glimmer of hope in all this chaos: social gaming. Platforms such as Roblox and Discord have found success by shifting focus from traditional game mechanics to social interaction. Players aren’t necessarily gaming more; they’re just spending time in gaming spaces.

Discord has more than 150 million monthly active users (and it’s not even a game), while Roblox has 400 million monthly active users, with more than half its players aged 13 or older.

But here’s the catch: these platforms are struggling to convert engagement into sustainable profit. Roblox, for instance, loses $35 for every $100 spent by players after paying out to developers and app store fees. It’s a paradox – social gaming might be the future, but it hasn’t figured out a viable long-term business model yet.

For marketers, this raises a key question. Does engagement always translate to revenue? In gaming, we’re seeing that the two don’t always align. The brands that figure out how to convert participation into value will be the ones that win in the long run.

MARKETING IN A STAGNANT INDUSTRY: WHAT NOW?

So, what can we as marketers and brands

learn from gaming’s missteps? Here are a few key takeaways:

Stop chasing the past: audiences crave fresh ideas, not just recycled formulas. Embrace originality and risk-taking. Let go of outdated rules and the need for realism.

A great example is Returnal, a game that transforms trauma into a journey of discovery within an alien world that feels like a fever dream. With each death, progress is erased, but every revelation makes you stronger. A cycle of loss and resilience integrated into the game’s very design.

Trust is everything: once consumers feel exploited, they disengage. Transparency and fair pricing are more important than ever. Making community engagement a priority and building a continuous feedback loop will not only fortify your foundations but will keep your consumers coming back for more.

THE GREAT GAMING STAGNATION

Engagement does not equal revenue: having an audience doesn’t guarantee profit. Focus on creating meaningful value, not just participation. Non-exploitative monetisation models – such as downloadable expansions and rewarding subscription – are essential. Replay value is also crucial in gaming, driven by achievements, exclusive esports content and endless character personalisation. Social-first experiences are the future: Gaming’s biggest success stories aren’t traditional games, but actually digital hangouts. Brands need to rethink how they engage audiences in a social-first world. And I don’t mean whatever you thought the Metaverse was.

To effectively engage their audience, brands should focus on fostering social connections and creating shared experiences within gaming platforms. This can be done through a multifaceted approach. Firstly, incorporating features that encourage communication, collaboration and community building is essential. This could include in-game chat systems, voice chat functionality, social media integration and guild or clan systems that allow players to form groups and work together towards common goals. Additionally, creating digital hangout spaces similar to Discord servers can provide gamers with informal spaces to connect, socialise and build relationships. Next, brands should

VICE Media MEA’s Saad Al Abbassi explains why brands must recognise the importance of social interaction and shared experiences.

“BRANDS SHOULD RETHINK GAMEPLAY TO FOCUS ON SHARED EXPERIENCES.”

rethink gameplay to focus on shared experiences. This could involve designing games that require teamwork and cooperation to succeed, incorporating multiplayer modes that encourage friendly competition and social interaction, or creating multidimensional virtual worlds akin to Roblox, where players can explore, interact and build relationships with one another. By embracing these strategies and adapting to the evolving dynamics of the gaming industry, brands can position themselves for success in the years ahead. Those that fail to recognise the importance of social interaction and shared experiences risk becoming irrelevant in an increasingly connected and community-driven gaming landscape. Gaming in 2025 isn’t going anywhere, but it does require many patches and bug fixes. And whether you’re a publisher, a brand, or a marketer, the solution is the same: rebuild, rethink and start innovating again. Otherwise, we risk getting stuck in the loop, too …

By Saad Al Abbassi, Cultural Strategist, VICE Media MEA

Influencer marketing in the UAE and Saudi Arabia has become a key driver of the digital landscape, with brands increasingly investing in influencer collaborations. However, as its impact grows, so does the need for greater transparency and accountability.

Recognising these industry shifts, the Advertising Business Group’s (ABG) Influencer Marketing Committee is comprised of industry leaders from TikTok, Google, Snap, Meta, Sociata, OMG, Vamp, InHype and more, represented by Jochen Bischoff, Marie de Ducla, Rasha El-Ghoussaini, Akash Nemani, Abed Agha, Anthony Nghayoui, Karl Mapstone and Jad Gosen.

This committee brings together key stakeholders –including brands, agencies and platforms – to foster ethical, transparent and effective influencer marketing practices in the UAE and KSA.

Despite a competitive landscape, these industry leaders share a commitment: to raise influencer marketing standards. Their collaboration underscores the power of unified action in ensuring transparency, compliance and sustainable growth.

Establishing clear guidelines for influencers

The ABG Best Practices Charters for the UAE and KSA provide essential guidance for content creators, ensuring compliance with evolving regulations. These documents outline ethical advertising frameworks, licensing requirements and disclosure best practices.

In the UAE, influencers earning income through brand partnerships must hold a commercial license from the Dubai Department of Economy and Tourism (DET) and an influencer license from the Media Regulatory Office (MRO). Saudi Arabia’s General Commission for Audiovisual Media (GCAM) mandates the Mawthooq license for both Saudi and non-Saudi influencers engaged in paid promotions.

These regulations are more than just compliance measures; they foster consumer trust and accountability. Transparent disclosures not only protect audiences but also enhance the credibility of influencers and brands alike.

Understanding consumer sentiments

On behalf of the Advertising Business Group (ABG)’s Influencer Marketing Committee, Jochen Bischoff and Marie de Ducla discuss the future of influencer marketing in the UAE and KSA.

To better understand consumer perceptions, ABG conducted a survey in the UAE on influencer transparency. The results confirmed that audiences value honesty and prefer clear disclosure of sponsored content.

Contrary to concerns that transparency reduces engagement, the survey found that well labeled sponsored content does not negatively impact audience interaction. In fact, clear disclosures strengthen credibility and long-term loyalty.

Examining compliance trends

The Influencer Marketing Transparency Report, conducted with Sociata, analysed 7,000 influencer posts across Instagram and TikTok in the UAE and KSA. Key findings included:

TRANSPARENCY

AS THE NEW CURRENCY

Approximately 20.3 per cent of influencer posts in the UAE were correctly labeled as sponsored, while 64.2 per cent were incorrectly labeled or not labeled at all.

In Saudi Arabia, compliance was lower, with only 14.4 per cent of posts correctly labeled.

Macro-influencers demonstrated the highest compliance rates, while micro and mid-tier influencers were less consistent.

Beauty, fashion and automotive sectors exhibited the highest rates of incorrect labeling.

A critical insight: proper labeling does not negatively impact engagement, debunking a common myth that transparency reduces reach and interaction.

Advocating for

a

fair and sustainable ecosystem

Beyond compliance, the ABG committee explored broader industry concerns, including pay parity and ethical influencer-brand collaborations. Unequal

“BY WORKING TOGETHER, WE CAN SHAPE A SUSTAINABLE, ETHICAL AND TRANSPARENT INFLUENCER MARKETING ECOSYSTEM IN THE UAE.”

compensation remains a significant issue, with many brands undervaluing influencer content despite strong engagement metrics. Some brands still request nondisclosure of paid partnerships, further undermining transparency. In one instance, an influencer was asked to sign an NDA stating they had not been paid – a clear violation of ethical marketing practices.

To address these challenges, ABG plans to launch a certification program in 2025 for influencers, brands and agencies. Similar initiatives in markets like France have successfully encouraged ethical partnerships by prioritising certified influencers. By equipping industry players with the right knowledge, we can foster a responsible ecosystem.

The future of influencer marketing in the region

As the UAE and KSA continue to emerge as digital marketing powerhouses, influencer-brand relationships are evolving. The industry is shifting from one-off collaborations to long-term partnerships, with brands investing in co-creation models where influencers serve as ambassadors rather than just advertisers.

Meanwhile, AI-generated and virtual influencers introduce new challenges around disclosure and authenticity. While these technologies present exciting opportunities, transparency remains non-negotiable.

Collective commitment to ethical growth

The ABG’s efforts go beyond advisory frameworks – they represent a call to action. Transparency is not a burden but a competitive advantage. Brands that prioritise ethical collaborations will not only meet regulations but also build stronger, more loyal communities. By working together – brands, agencies, influencers and regulators – we can shape a sustainable, ethical and transparent influencer marketing ecosystem in the UAE.

The ABG encourages all industry stakeholders to adopt these best practices and contribute to the future of influencer marketing.

By Jochen Bischoff, Committee Lead, and Marie De Ducla, ABG Board Member and Co-Lead of the Advertising Business Group’s Influencer Marketing Committee.

Founded: 2022

Headquartered: Dubai

Parent company: IM Media

Head of company: Mike Alnaji partnerships@imfluence.ae

Imfluence is a forward-thinking influencer marketing company shaping the future of brand and creator partnerships across the MENA region. From consumer brands to governments and B2B organisations, Imfluence helps clients connect with the right voices – using strategy, cultural insight and technology to deliver campaigns that are authentic, creative and results-driven.

Imfluence exclusively represents Emirati thought leaders and opinion shapers in sectors such as finance, engineering, law, sustainability and more such as Ahmed AlMarzooqi, Hamad AlMajidi and Salwa AlMarzooqi to name a few.

SERVICES: Influencer marketing strategy, influencer marketing campaigns, content production, and C-level branding and comms management.

KEY CLIENTS: Emirates Global Aluminum, Ministry of Human Resources & Emiratisation, ADNOC, Amazon, and Cenomi.

LEADERSHIP PANEL

AlMarzooq Chief Content Officer

WHAT IS THE BIGGEST CHALLENGE WITHIN INFLUENCER MARKETING THAT NEEDS TO BE ADDRESSED IN 2025?

One of the biggest challenges in influencer marketing today is influencer fraud, which costs brands an estimated $1.3 bn globally. Fake followers and inflated engagement metrics continue to mislead brands into making ineffective investments. In the MENA region, this issue persists due to brands relying on vanity metrics instead of deeper data analysis. At Imfluence, we emphasise the importance of transparency and data-driven decision-making – leveraging AI verification tools and engagement quality metrics to ensure brands collaborate with influencers who drive real business impact. The future of influencer marketing will belong to those who move beyond surface-level numbers and prioritise authenticity.

IS THE DEFINITION OF ‘INFLUENCERS’ EXPANDING BEYOND CELEBRITIES TO ALSO INCLUDE CONTEMPORARY, LOCAL ICONS ACROSS SEVERAL RELATABLE SECTORS SUCH AS SPORTS, SCIENCE, ENGINEERING AVIATION, ARTS AND MUSIC AMONG OTHERS?

Absolutely! The influencer landscape has

evolved far beyond celebrities. Brands are now focusing on niche creators across finance, science, engineering, arts and other specialised fields – seeking voices that bring credibility and deeper audience engagement. This shift is redefining the creator economy, where thought leadership and expertise are becoming just as valuable as broad reach. At Imfluence, we’ve seen firsthand how brands benefit when they partner with influencers who truly understand their audience and deliver content that resonates on a more meaningful level.

HOW IMPORTANT HAS IT BECOME TO GO PAST MERE FOLLOWERS, REACH AND ENGAGEMENT AND BEGIN PLACING LOCAL

CONTENT CREATORS THAT RESONATE BRAND VALUES AT THE HEART OF BRAND STORYTELLING?

With social media platforms prioritising content that resonates over raw numbers, brands can no longer afford to focus solely on follower counts. The real value lies in an influencer’s ability to craft compelling narratives that not only capture attention but also drive action. At Imfluence, we work closely with brands to shift their focus from vanity metrics to real influence – helping them identify and collaborate with local content creators who align with their values and can tell their story in a way that truly connects with audiences. Storytelling has now become a business imperative rather than just a creative choice.

ARE AI INFLUENCERS GOING TO ‘INFLUENCE’ THE MARKETING LANDSCAPE CONSIDERABLY OR IS THIS JUST ANOTHER TREND THAT IS GOING TO PASS US BY?

AI is already making waves in influencer marketing, but its biggest impact isn’t just in AI-generated influencers – it’s in how AI is enhancing real creators. We’re seeing AI tools streamline content production, optimise engagement strategies, and enable influencers to create highly personalised content at scale. At Imfluence, we believe AI isn’t here to replace human creativity but to enhance it. The brands and influencers who embrace AI-driven strategies will be the ones leading the next evolution of influencer marketing.

Ahmed

INDUSTRY SNAPSHOT

Chief Executive Officer

MIKE ALNAJI,

Mike Alnaji Chief Executive Officer

Let’s face it, out-of-home (OOH) advertising is having its deserved moment in the sun with the rise of three-dimensional (3D) anamorphic billboards and mixed reality computer-generated imagery (CGI) catching advertisers’ attention.

Social is still moving at the speed of your thumb, fuelled by its negative dopamine hits, and global mega events continue to draw the eyes and wallets of marketing executives wanting to see their brand perform on the biggest sporting stages.

But as global stages go, is it still more beneficial to get your logo into the background of a Messi masterclass at the World Cup or should a brand think and act on a deeper level?

Sit back and imagine: as you journey through the mystical plains of Summoner’s Rift, nestled between the icy Freljord and the Ironspike Mountains, you feel the weight of anticipation. The air is thick with pine and the distant roar of waterfalls, the promise of epic battles. Donning your Prestige True Damage Senna Skin, a shimmering blend of gold and neon hues, you embody elegance and power.

As you step onto the Rift, the ground pulses with energy, each step mirrors your heartbeat. The banners of your allies flutter in the breeze, a reminder of support from the world beyond. With your team by your side, you prepare for battle. In this moment, you’re not just a gamer; you’re a warrior and a strategist, ready to carve your name into the annals of League of Legends history.

New spaces to play

And … you’re back in the room. Within this immersive scene, there are a plethora of opportunities for brands to seamlessly blend into the storyline. Character outfits, weapons wielded, banners hung and trophies to be won.

The point is: sports marketing is no longer a linear suite of assets to activate, but a multi-layered narrative – with publishers and organisers allowing brands in to the heart of the action – in real life (IRL) and virtually. Which part a brand chooses to play in the story is key.

The biggest difference in behaviour of traditional sport and esports fans is depth of engagement. esports fans are constantly immersed, interacting with the action – through live chats, social communities, co-streaming or live experience.

The battle for traditional sport is that with the rise of social media, short-form videos and instant highlights, research suggests younger generations are becoming more reluctant to sit through full matches or broadcasts – cue Liv Golf, T20, Baller League and the new UEFA

DAWN OF A NEW ARENA

Jack

Morton’s Dan Lord explains

how the immersive nature of esports opens huge opportunities for brands to get close to the minds and hearts of their audiences.

“THE KEY TO ENTER THE ESPORTS ARENA WITH CREDIBILITY IS TO BE AS NON-INTRUSIVE AS POSSIBLE – ADDING TO, NOT DETRACTING FROM, THE GAMER EXPERIENCE.”

Champions League format to tackle this problem.

At this year’s Worlds, the conclusion of the 2024 League of Legends Esports season, gaming greatest-of-all-time (GOAT) Faker contributed to a total peak concurrent viewership of 6.94 million, with around 1.73 million viewers on average and just under 191 million hours watched, making it now the most viewed esports event in history.

While those numbers don’t yet match up to watching Messi in the World Cup final, the value of those eyeballs for a brand is undoubtedly amplified.

The challenge for esports to reach Messi-esque numbers will be to unify the fragmented world of gaming; creating truly global icons, leagues

and matches that cross cultures and communities to captivate the world.

Properties such as the English Premier League, NBA and F1 have done this successfully. The advantage is that esports provides more routes in for brands through broader rights distribution.

The Esports World Cup has a core audience engaging on over-the-top (OTT) platforms such as Twitch, Youtube and DAZN, while more casual fans are tuning in through traditional media such as Star Sports, STC TV and MBC, and co-streaming via community content creators. This includes a total of about 60 broadcast partnerships, and that’s before we count the live in-arena experience, with more than 60,000 tickets sold – a similar capacity to Manchester City’s Etihad Stadium.

Your place in the storyline

The key to enter the esports arena with credibility is to be as non-intrusive as possible – adding to, not detracting from, the gamer experience. What value could your brand really create for gamers? Where is the right place for you to play in a gamer’s ecosystem?

In-game advertisements – whether rich media or static, game integrations such as skins and community mods, and live broadcast advertisements can place your brand directly into the heart of the battle.

Publisher IP and content creator partnerships can give you credibility in the conversation and a platform for brand experiences. Higher level sponsorship of leagues, arenas, players or teams can add value by association.

Successful examples such as Red Bull’s ‘League of its Own’ drive huge brand engagement and fan appreciation –game integrations such as Louis Vuitton’s League of Legends skin design by Nicolas Ghesquière, can drive desire, hype and exclusivity.

The next chapter

There’s no doubt esports and traditional sports benefit from each other. The global passion, competitiveness and structure of sport creates a rife environment for esports to thrive. At the same time, traditional sports can learn from the innovation and immersive experience design exploding engagement in the esports world.

The immersive nature of esports provides huge opportunities for brands to get close to the minds and hearts of their audience and as viewing figures continue to grow, so will the appeal of being part of the story.

Move over Messi, there’s a new GOAT in town.

By Dan Lord, Executive Creative Director, Jack Morton

IInfluencer marketing for automotive brands

Al Masaood Group’s Marwah Eltom explains how to do automotive influencer marketing right in a smarter, more strategic and more data-driven era.

nfluencer marketing is booming, there’s no doubt about that. In the UAE alone, spending on influencer advertising is projected to reach $69.35m by 2025, with a compound annual growth rate (CAGR) of 6.93 per cent through 2030. Globally, the industry is expected to hit $32.55bn this year, showing just how much brands are investing in influencer partnerships.

And why wouldn’t they? The reach, the engagement, the relatability – it all seems like a no-brainer. But for automotive brands, the question isn’t, “Should we do influencer marketing?” The real question is, “How do we do it right?”

UNDERSTANDING THE AUDIENCE

Before even thinking about influencers, brands need to get crystal clear on their audience. Who are we trying to reach? What are their interests, aspirations and purchase triggers?

In the automotive world, a first-time car buyer is not looking for the same thing as an adrenaline-fueled, seasoned, car-purchasing veteran. A luxury sedan driver is not motivated by the same factors as someone eyeing a family sport utility vehicle (SUV).

Influencer marketing only works if the message is hyper-relevant to the audience receiving it. And that requires going beyond simple demographics and analysing lifestyles, behaviours and emotional triggers.

Once a brand understands its audience, the next step is finding the right voice to communicate with them.

CHOOSING THE RIGHT FIT

Not all influencers are created equal. Just because someone has more than 500,000 followers doesn’t mean they’re the right fit. In fact, research shows that micro-influencers (those with 10,000 to 100,000 followers) can drive up to 60 per cent more engagement than mega-influencers.

Start by identifying and shortlisting a small pool of potential influencers that you could work with. Here, it’s imperative to thoroughly research and evaluate each of them to ensure they align with your brand’s values, they represent your target audience, and their followership also constitutes a close representation of the customers you would like to appeal to.

WHAT INFLUENCER MARKETING LOOKS LIKE FOR AN AUTOMOTIVE DEALERSHIP

At Al Masaood Automobiles, influencer marketing is an integral part of how we connect with our audience in a genuine, experience-driven way. We’ve successfully leveraged influencer collaborations to bring our vehicles closer to the community, ensuring that potential customers don’t just see the car but experience it in action. From test drive experiences to immersive content that showcases a vehicle’s design, technology and performance in real-life scenarios, we work with influencers who can authentically communicate what makes our cars stand out.

Whether it’s an adventure vlogger taking the latest Nissan Patrol off-roading, a tech enthusiast exploring the cutting-edge

features of the INFINITI QX80, or a lifestyle influencer showcasing how the Nissan X-Trail fits seamlessly into everyday life, we curate partnerships that feel natural, engaging and relevant to the right audience.

By focusing on strategic influencer alignment, data-backed performance tracking and compelling content creation, influencer marketing has quickly become a business-driving tool in our arsenal – one that goes beyond visibility to build real engagement.

“Brand affinity is great, but brand action is better.”

MEASURING SUCCESS: BEYOND LIKES AND VIEWS

Likes and views are great for top-of-funnel awareness, but they don’t always translate into conversion-driven impact. For automotive brands, specifically, success is measured beyond just social media engagement metrics.

What was the general response to the content? How did the collaboration drive measurable business outcomes? Did it lead to a higher volume of qualified leads? Did it influence brand consideration and purchase intent? Was there a tangible increase in website traffic, test drive bookings, or showroom footfall?

While 68 per cent of influencers consider reach and shares key success indicators, brands often take a deeper approach – tracking customer journey touchpoints and analysing return on investment (ROI). A well-executed influencer campaign should create buzz, while also moving audiences from awareness to action.

At the end of the day, brand affinity is great, but brand action is better.

WHAT’S NEXT FOR AUTOMOTIVE INFLUENCER MARKETING?

The next era of automotive influencer marketing will be smarter, more strategic and more data-driven than ever before. AI-driven selection, performance analytics and long-term partnerships will set the new standard.

AI now helps brands identify the right influencers based on audience insights, ensuring better alignment and engagement. Advanced analytics tools go beyond vanity metrics, measuring real impact like website traffic, conversions and ROI.

Meanwhile, long-term brand partnerships are replacing one-off promotions, building authenticity and stronger audience connections – research shows that 66 per cent of MENA influencers prefer long-term collaborations, allowing for more authentic, meaningful brand integration.

Brands that embrace these innovations will drive more effective, measurable and meaningful influencer campaigns.

By Marwah Eltom, Marketing Manager, Al Masaood Group

The landscape of search is undergoing a seismic shift, redefining how brands connect with their audiences. As of March 2025, the traditional dominance of search engines such as Google is being challenged by the rise of ‘answer engines’ – AI-powered platforms that deliver direct, conversational responses rather than links to websites.

This transformation is twofold: Google and other search engines are increasingly rolling out AI-first features such as AI Overviews, prioritising machine-generated answers over traditional search results, while users are gravitating toward answer engines for their ability to handle longer, more conversational queries, queries that conventional search struggles to satisfy.

For brands, this shift is both an opportunity and a wake-up call. The time to control and own the brand narrative in these AI-driven responses is now, and Generative Engine Optimisation (GEO) will be the key to success. With GEO, search engine optimisation (SEO) is evolving into what experts are calling Organic Discovery Optimisation, marking a new era for digital visibility.

THE TWOFOLD SHIFT IN SEARCH BEHAVIOUR

The first driver of this change is the

evolution of search engine technology. Google’s AI Overviews provide summarised answers at the top of search results, reducing reliance on organic links. This trend is mirrored by other engines pushing AI-first interfaces, signaling that the era of clicking through multiple pages to find information is waning.

Simultaneously, user behaviour is evolving. Searches are no longer confined to short keyword phrases such as ‘best running shoes’. Instead, they’re conversational – think “What are the best running shoes for beginners in 2025, and where can I buy them locally?” Traditional search engines, designed for brevity and precision, often fall short in addressing these complex, context-rich queries. Answer engines, powered by advanced natural language models, fill this gap by delivering tailored, human-like responses.

This shift is already impacting traffic patterns. Domains are beginning to see an additional source of traffic from answer engines, complementing traditional search referrals. More intriguingly, user engagement with content delivered through answer engines surpasses that of traditional search. Data highlights this trend: the average session duration for AI chatbot referrals is 10.4 minutes, compared to 8.1 minutes for Google traffic. Users also view more pages – 12.4 on

FROM KEYWORDS TO CONVERSATIONS

Merkle MENA’s Deepak Mankani talks about navigating the landscape of search in the algorithmic era.

This is where GEO comes into play. Unlike traditional SEO, which focuses on rankings and traffic, GEO is about crafting content that aligns with how AI systems interpret and prioritise information. With the GEO angle gaining traction, SEO itself is evolving into Organic Discovery Optimisation (ODO) – a strategy that emphasises discoverability across AI-driven platforms, not just search engine result pages.

Brands must invest in clear, structured, and credible content to ensure their voice dominates AI-generated responses. The stakes are high and failing to adapt could mean ceding influence to competitors or generic AI outputs.

REDEFINING SUCCESS WITH GEO KPIS

The KPIs of GEO go way beyond the traditional metrics of rankings and traffic. As outlined by industry insights, GEO success hinges on a new set of performance indicators that emphasise Share of Voice (SoV) and brand authority in AI ecosystems.

These include:

Gen AI visibility index: The frequency and prominence of a brand being cited, recommended, or mentioned in AIgenerated answers across platforms.

Gen AI traffic: The volume of website visits driven by users clicking links or recommendations from AI platforms. Brand mention frequency: How often a brand, product, or service is referenced in AI outputs, regardless of whether a link is included.

Keyword coverage: The percentage of queries where a brand’s content appears in AI responses.

Response engagement: User interactions (e.g., time on site, pages per session, bounce rate) from visits referred by AI, influenced by AI-driven awareness.

Competitor AI share of voice: The visibility of a brand relative to competitors for the same queries or topics.

WHY BRANDS SHOULD ACT NOW

average for AI chatbot referrals compared with 11.8 for Google traffic. This deeper engagement suggests that answer engines are not just a passing fad but a fundamental change in how users consume information.

BRAND NARRATIVE AT STAKE

For brands, this evolution poses a critical challenge: the loss of control over their narrative. When AI Overviews or answer engines generate responses, they pull from a vast pool of data – blogs, reviews, forums, social and official websites. If a brand’s content isn’t optimised to stand out, it risks being misrepresented or drowned out by competitors or third-party interpretations.

For example, an AI might inaccurately summarise a product’s features based on outdated reviews, damaging a brand’s reputation. Owning the narrative means ensuring that Answer engines prioritise accurate, authoritative content directly from the brand.

The data is clear: users are spending more time and exploring more content via Answer engines, and domains are already benefiting from this traffic shift.

However, without proactive planning, brands risk losing their narrative to AI algorithms that prioritise whatever content is most accessible – whether accurate or not.

By embracing GEO and the emerging Organic Discovery Optimisation framework, brands can ensure their story is told on their terms, leveraging the power of AI to build trust and loyalty.

The future of search is here, and it’s conversational, AI-driven, and usercentric. As SEO transforms into ODO and answer engines redefine discoverability, brands that start optimising for this new paradigm today will not only survive this transition but thrive, owning their narrative in a world where machines do the talking.

By Deepak Mankani, Head of Search Experience, Merkle MENA

Founded: 2022

Regional head:

Ihab Ghazal, Founder & CEO

reachdxb.me

+971 56 168 1938 info@reachdxb.me

Reach is a marketing agency based in Dubai, dedicated to elevating lifestyle brands through tailored marketing solutions. Operating under the mo o, ‘The World is Within Reach’, the agency specialises in connecting brands with their ideal audiences. Reach has rapidly expanded its services across the region and has successfully executed numerous campaigns, resulting in millions of potential customers reached for more than 50 trusted brands.

SERVICES: Talent management, influencer marketing, content creation, social media management and performance marketing.

KEY CLIENTS: Noon, Kitopi, Al Ghurair Investments, Armada Distribution, Maristo Hospitality, LongBeach Campground and Casio.

LEADERSHIP PANEL

1. ZAINAB & ABDO

Emirati content creators specialising in couple comedy and relatable content. While they maintain separate profiles, their humour, creativity, and take on everyday husband-and-wife dynamics make them stand out as the next generation of Emirati talent.

@zainabalsawalhi | @abdokhj

2. LUNA & ADNAN

TALENT PROFILES

engaging take on everyday marital situations has rapidly grown their following and engagement, with virality always within reach. Luna also runs her own page dedicated to fashion and beauty.

@lunaandadnan | @lunaedel

3. REMIE SALLOUM

conversations.

@remiesalloum

4. BASEL GHAZIOĞLU “LAUGHS”

An actor and comedian, Basel puts his heart into every video he creates. Focused on educational comedy, he creates fruitful and beneficial videos to engage with his audeicnes in the most creative and humourous ways.

@baselaughs

@beatroot__ 1 2 3 4 5 6

mothers and families, Alaa has built an authentic community that feels more like family than followers.

@alaaabuharb

6. RAJAA EL KHATIB “BEATROOT”

A Syrian couple who spent most of their lives in Turkey before moving to Dubai, drawn by its thriving content creator scene. Their

A ‘mom-first’ creator and mother of twin boys, Remie is known for tackling controversial parenting topics, particularly how to educate children on “taboo” subjects. With more than a million followers, she has built a loyal community of mothers who look up to her for her

5. ALAA BOU HARB

Known for her humorous and relatable content tailored to Arab

An eating disorder specialist, Rajaa uses role-play and engaging storytelling to make her messages both fun and relatable. Her content sets her apart from the traditional “dietitian” label, offering a fresh and approachable take on nutrition and well-being.

Nour Zayat Creative Director

Ihab Ghazal Founder & CEO

Carine Stouhi Head of Talents

GAMING IS ‘NICHE’, IF BY ‘NICHE’ YOU MEAN ‘EVERYTHING’

Division’s Dan Moore delves into why brands must have a clear consumer and gaming strategy to connect with their audiences.

The global population is on track to hit 8.2 billion by 2025, with 3.5 billion people already classified as ‘gamers’. Let that sink in. Gaming isn’t a niche; it’s a cornerstone of the digital world that spans every demographic, culture and consumer behaviour.

Despite this overwhelming fact, many brands hesitate to tap into gaming. Could it be that the term ‘gamer’ is holding some back? What if we’ve been too focused on viewing gamers as a narrow, specific group, missing the bigger picture?

The truth is the gaming audience is vast and diverse. It’s not just about hardcore, competitive players – it’s about casual gamers, mobile users, streamers and viewers alike. This diverse, engaged audience spans every corner of the market. When brands label ‘gamers’ as a niche group, they risk missing a massive opportunity to engage with a broad, dynamic audience that includes consumers from all walks of life.

We don’t want attention, we want connection What makes gaming stand out in the crowded digital landscape is the level of engagement it fosters. Unlike passive forms of media consumption, gaming invites active participation. Gamers don’t simply consume content – they interact with it, share it, debate it and live it. This level of immersion creates an unparalleled bond between the brand and its audience, one that no other media format can replicate.

For brands, the key takeaway is simple: gaming delivers the kind of engagement

that is critical for building lasting connections with today’s consumers. Whether it’s through gameplay, live-streaming, or social media interactions, gaming offers brands an opportunity to engage with their audience in ways that are not just memorable, but also meaningful.

Seize the opportunity

Brands that have embraced gaming as part of their media mix are already seeing incredible success. Nissan’s Defy Ordinary campaign is a great example, where it leveraged livestreaming and gaming to engage Gen Z’s adventurous spirit. The campaign didn’t just target traditional automotive consumers – it met young, digital-first audiences where they already spend a significant amount of time: in the gaming world.

This example proves that gaming isn’t just for a specific ‘gamer’ audience. It’s a powerful channel for reaching younger, engaged consumers across multiple platforms, driving both awareness and engagement in ways that traditional media often can’t.

Let me tell you a secret

“IT’S NOT ABOUT JUMPING INTO GAMING SIMPLY BECAUSE IT’S TRENDY; IT’S ABOUT UNDERSTANDING THE POWER OF ENGAGEMENT.”

It’s not about jumping into gaming simply because it’s trendy; it’s about understanding the power of engagement and how to craft experiences that resonate with today’s consumers. Brands need to move beyond outdated stereotypes of who gamers are and tap into the broader, more diverse audience that’s engaging with gaming daily.

At Division, we’ve seen firsthand how effective gaming can be in connecting brands with audiences. Whether it’s through mobile games, live-streamed events, or interactive campaigns, the key to success lies in creating authentic experiences that speak to consumers’ interests and behaviours. It’s about being where your audience is, participating in their conversations and adding value to their experiences. Being fashionably late to this party isn’t the strategy I’d recommend. The time to act is now –gaming is where people are, and it’s where your brand needs to be.

By Dan Moore, Chief Operating Officer, Division

It wasn’t too long ago that gaming was seen as a niche hobby – one mostly associated with teenagers glued to their screens. Fast-forward to today, the MENA gaming industry is a multi-billion-dollar powerhouse, offering an immersive ecosystem where players engage deeply with content, communities and brands. With the market projected to reach $6bn by 2027 – double what it was in 2021 – gaming is a cultural phenomenon, an economic engine and an opportunity-rich landscape for businesses looking to make meaningful connections with consumers.

The rise of esports, mobile gaming and immersive experiences has turned gaming into one of the fastest-growing

30 (70.7 million) in MENA-3 markets were gamers in 2024. With a median age of 22 (vs. 28 globally), MENA’s young, engaged gaming audience make the industry a powerful platform for brands to connect with the next generation of consumers.

Sportainment – blending gaming, sports and media – is complementary to traditional sports, with esports filling stadiums and gaming influencers drawing millions of followers. Multinational brands are eager to collaborate with and sponsor players, funding teams, events and tournaments, benefiting all involved, from the players to the event organisers.

Tapping into gaming’s marketing potential For brands looking to enter the gaming

THE NEXT BIG MARKETING POWER PLAY

MENATech

Entertainment’s Mario Pérez explains how gaming presents a golden opportunity to connect with consumers in ways that traditional advertising simply cannot.

sectors in the region. Saudi Arabia, the UAE and Egypt (MENA-3) are at the forefront. Despite its meteoric rise, many brands still underestimate gaming’s marketing potential, risking lost engagement with a tech-savvy, growing audience.

Why marketers must not ignore gaming

Today, gaming is bigger than music and movies, encouraging corporations to include it in their media strategy. The numbers speak for themselves: the MENA gaming market grew to $7.1bn in 2023, significantly outpacing the global industry. The first half of 2024 alone saw a 15.6 per cent year-on-year increase in revenue.

Perhaps most compelling for marketers is the fact that MENA is the world’s second fastest-growing gaming market, with MENA-3 spending projected to hit $2.87bn and gamers reaching 83.7 million by 2028. Approximately 92 per cent of people below

space, authenticity is key. The gaming community is highly engaged but also highly discerning – overt advertising or tone-deaf campaigns will be met with scepticism. Instead, marketers should focus on organic integrations that enhance the gaming experience rather than disrupt it.

In-game advertising is expected to reach $221bn by 2027. Unlike traditional ads, which can be intrusive, in-game ads offer a seamless way for brands to be part of the gaming world. This could be anything from virtual billboards in racing games to branded skins and items that players can use in their gameplay.

The competitive gaming scene in MENA is thriving, with 73 per cent of the population engaging in esports. Sponsoring tournaments, teams, or individual players presents a unique opportunity for brands to align with a highly engaged audience.

Partnering with developers on branded in-game missions or exclusive content seamlessly integrates brands into the gaming narrative rather than treating it as an afterthought. Gaming influencers further enhance this by offering a personal connection with their audience. Saudi’s BanderitaX (18 million YouTube subscribers) and Aboflah (more than 44 million followers), known for his Guinness World Record-breaking livestreams, make organic product placements feel natural, influencing purchasing decisions.

The MENA gamer

The region’s gamers are diverse in their preferences, behaviours and platforms of choice. Being a mobile-first population,

“SUCCESS DEMANDS A NUANCED, CREATIVE AND CULTURALLY SENSITIVE APPROACH.”

mobile gaming has the most potential, accounting for more than 65 per cent of gaming revenue. A June 2023 Boston Consulting Group report found that games make up 50 per cent of regional app downloads, exceeding the 40 per cent global average.

The demand for culturally relevant content is growing, with developers increasingly translating games into Arabic and incorporating regional themes into storylines. This has not only widened the appeal of gaming but also contributed to preserving and promoting Arab cultural heritage in the digital space.

The road ahead

The future of gaming in MENA is bright – and heavily backed by investment. Saudi Arabia’s Vision 2030 includes gaming and esports as key pillars for economic diversification, with billions being poured into the sector. The Public Investment Fund’s (PIF’s) $38bn commitment to gaming, with strategic acquisitions such as mobile gaming company Scopely, signals that gaming is here to stay.

For marketers, gaming presents a golden opportunity to connect with consumers in ways that traditional advertising simply cannot. But success in this space requires more than just slapping a logo on a game – it demands a nuanced, creative and culturally sensitive approach. Those who understand the gaming ecosystem, respect its communities and invest in meaningful brand integrations will be the ones who shape the future of digital engagement in the region.

By Mario Pérez, CEO, MENATech Entertainment

IS HESITATION KILLING YOUR BRAND’S

MKV Digital’s Asiya Ali delves into why brands that play it safe will get left behind.

DIGITAL GROWTH?

Marketing today is not for the risk-averse. Every few months, a new platform emerges, algorithms shift, and consumer behaviour evolves. Yet, many brands and agencies still hesitate, waiting for others to take the leap first. The reality? If you are waiting for a proven roadmap, you already have missed the bus.

User-generated content (UGC), influencer marketing and emerging digital platforms have disrupted the way brands engage with audiences. But instead of embracing change, many brands cling to outdated strategies, paralysed by the fear of failure. The ones who will win in this space aren’t necessarily the biggest players but the boldest – the ones willing to experiment, fail fast, and adapt in real time.

Why are we still having the TikTok debate? Even in 2025, we are still having conversations with brands that aren’t on TikTok. Some hesitate because of brand image concerns and some feel their core audience might not be on those platforms. Time and again, we have seen that brands that take an omnichannel strategy are the ones that reap rewards.

Social media rewards brands that take risks, move fast and refine as they go. But here’s the reality: every platform can work for every brand – it’s all about the way you communicate. Five years ago we would have never seen agents or real estate developers on Instagram but the sudden influx is a sign of the growth that can be garnered on new platforms if you are an early adopter.

Stop over-sanitising everything

One of the biggest mistakes brands are making with their content strategy is over-polishing, over-scripting, and stripping out anything that feels remotely human.

Consumers don’t want perfection; they want relatability. The best-performing content isn’t always the most high-budget

“IT’S ABOUT RECOGNISING THAT MARKETING IS MORE ABOUT CULTURE THAN COMMERCIALS.”

– it’s often the unexpected, unfiltered moments that resonate the most.

Yet, despite knowing this, many brands still censor UGC, fearing negative reviews or content that doesn’t fit their brand guidelines. Visit Dubai is a great example where on TikTok they create memes and content that is relatable with a unique voice, whether it’s dropping a Squid Games reference or a dog-love post – they understand the need to be relatable.

If you are not willing to take the good with the bad, you are missing the entire point of digital marketing. Brands that embrace authenticity – even when it’s uncomfortable – are the ones that earn real loyalty.

Agencies need to offer a test drive

If brands are hesitant to experiment, then agencies must make it easier. Instead of pitching new platforms with a long-term contract attached, agencies should offer a one-month free trial to legacy clients.

Why? Because many brands won’t move unless they see tangible results first. By

offering a free trial period to loyal brands, agencies can give them a low-risk way to test new channels, see the real engagement numbers, and determine if it fits into their broader strategy. If the results are there, the budget follows.

The role of platforms: go big on micro agencies

The other reason why agencies are not pitching new platforms is truly because they struggle to understand them. If platforms want to see faster adoption and better content performance, they need to educate and empower players from across the spectrum. Currently I don’t believe platforms are doing enough to speak to everyone in the market, especially the independent and mid-sized agencies that have access to several content creators. Platforms can invest in offering early access, dedicated support, and real insights to several agencies, which can guarantee a higher chance of survival.

Looking ahead: the future of platform strategy

So where do we go from here? The future of digital isn’t just about being on the right platforms – it’s about using them in the right way. It’s about humanising brands, embracing unpredictability, and recognising that marketing is more about culture than commercials.

Brands that play it safe will get left behind. Agencies that don’t push for change will become irrelevant. The ones that thrive will be the ones that treat social media like what it really is: a dynamic, ever-evolving ecosystem where boldness wins.

By Asiya Ali, Founder and Managing Director, MKV Digital

Founded: 2019

Parent company: Walee Singapore

Regional HQ: Dubai walee.ae askwalee@walee.ae

Walee is MENAPT’s leading influencer marketing and social media technology platform, integrating AI, data and the creator economy. Trusted by leading telcos, FMCGs, automotive, beauty and luxury brands, Walee delivers tech-driven solutions and creative expertise to power authentic social storytelling, audience engagement, and measurable brand and business impact.

SERVICES: Social and content strategy, social media analytics, influencer marketing data analytics, content and influencer marketing full scope project & retainer management, content development, and social paid media.

KEY CLIENTS: Recki , Saudi Tourism Authority, MasterCard, General Motors, Roshn, Nissan Middle East, Kitopi, Al Marai, Sadia, and The Coffee Address.

AWARDS WON: P@SHA Awards 2022 - Best Marketing Solution Award; Pakistan Digital Awards 2023 - Big Data Analytics Award; Pakistan Digital Awards 2023 - Digital Innovation Award

LEADERSHIP PANEL

Head of Monetization & Operation - MENA

IS THE DEFINITION OF ‘INFLUENCERS’ EXPANDING BEYOND HIGH-CALIBRE CELEBRITIES TO ALSO INCLUDE CONTEMPORARY, LOCAL ICONS?

The idea of ‘influencers’ is shifting, moving away from just celebrities and expanding to those who have real expertise and a genuine connection with their communities. It’s no longer about fame – it’s about impact. Think of the local coach who motivates young athletes, the scientist making complex ideas easy to understand, or the artist who brings their passion to life for their followers. These are the new influencers. They don’t just capture attention; they create trust by offering valuable knowledge and a real connection. Brands are starting to see the power

in these voices, recognising that local, relatable figures can speak to specific audiences in more meaningful ways. It’s not about broad reach –it’s about authentic, relatable voices that resonate deeply and truly engage people. At Walee, we’re embracing this shift, finding new ways to work with influencers from diverse fields, especially those who bring real expertise and authenticity. Our goal is to create campaigns that don’t just reach people but connect with them on a deeper, more personal level, and reflect their values.

HOW CAN THE INDUSTRY RESPOND TO THE NEED FOR MEASURABLE AND ROIFOCUSED SOLUTIONS?

With our tech and data stack, we offer a creative influencer marketing solution that is fully aligned with both media KPIs and business KPIs, ensuring every campaign delivers measurable, trackable and ROI-focused results.

We integrate authentic storytelling with advanced tracking tools – including UTM links, pixels and unique promo codes – to monitor performance across the entire funnel, from reach and engagement to conversion and sales. Our real-time analytics dashboards provide full transparency, while audience insights ensure we match the right creators to your brand’s goals. Additionally, our predictive performance modelling helps forecast outcomes and optimise campaigns effectively.

ARE CAMPAIGNS BEING OPTIMISED PROPERLY TO HAVE A FULL-FUNNEL IMPACT?

Many influencer marketing campaigns still focus heavily on the top of the funnel – building brand awareness and engagement – while not always fully optimising the path to conversion. Although influencer marketing has proven

effective in driving interest and fostering emotional connections with audiences, many campaigns fail to fully address the entire funnel from awareness to purchase.

To maximise its potential, brands must go beyond surface-level engagement and strategically align influencer campaigns with core demographics and target audiences. By integrating deeper data insights, leveraging asset synergies, and focusing on highly targeted influencer partnerships, brands can transform influencers from simply content creators into key drivers of conversion.

WHAT IS THE BIGGEST CHALLENGE THAT NEEDS TO BE ADDRESSED IN 2025?

As influencer marketing expands, so does the saturation of content, making it harder for brands to stand out and engage meaningfully. Younger audiences, in particular, are becoming more discerning – they value genuine connections and can easily spot when an influencer is simply pushing a product without real belief in it. They are no longer swayed by polished, scripted endorsements but are drawn to content that feels raw, real and relevant. To maintain authenticity, brands must shift their focus from selecting influencers based purely on reach and follower count to finding those who truly align with their values and resonate with their target audience. With younger generations consuming content across multiple platforms – TikTok, Instagram, YouTube, and even emerging platforms – the need for a platform-specific content strategy is essential. Content must be tailored not just in its message, but in format and delivery to fit each platform’s unique algorithm and user behaviour, whether that’s quick, snackable videos on TikTok or more in-depth, community-driven storytelling on YouTube.

Najib Sabbagh CEO, Walee MENA

Rizk Haddad Head of Monetization & Operation - MENA

INDUSTRY SNAPSHOT

RIZK HADDAD

PEOPLE POWER: THE MAGIC OF COMMUNITY

Jeep’s Yara Yousef Maroun delves into building communities that become advocates for the brand online and offline.

It’s no secret that a strong online community is an integral part of social media success. But having a growing group of loyal fans is not about vanity metrics; it’s about finding people with a genuine passion for what you have to offer. From professional creatives and storytellers to everyday enthusiasts – fans, followers and friends of the brand can become true, trusted advocates across social media. But how do you build passionate communities and leverage their love for your brand, both online and offline?

OFFLINE ADVENTURES CREATE ONLINE BRAND ADVOCACY

Across the region, multiple clubs of enthusiasts exist, uniting thousands of Jeep fans for off-road adventures and exploring the great outdoors – with a passion that translates into compelling and authentic user-generated content for social media. In addition, from my experience when it comes to working with content creators, it is clear that their endorsement is driven by passion rather than profit.

SUPPORT YOUR SUPPORTERS

Recognise that social media brand advocacy from your community is invaluable and powerful. One way in which we foster such strong, passionate communities is to support them with exclusive opportunities, access to new launches and hands-on activations where they can experience new models for themselves. As an example, we invited members of our Jeep community to be part of the new Jeep Wrangler launch at Untold Music Festival in 2024. The resulting video, which showcased the community’s excitement as they welcomed the new model, was broadcasted regionally, reaching millions.

CHANNEL THE POWER OF USERGENERATED CONTENT

In the UAE, our We Don’t Make Jeep, You Do campaign was a stirring short video

“BEING TRUE TO WHO WE ARE AND WHAT OUR FANS WANT IS THE ONLY WAY TO BUILD A COMMUNITY THAT LASTS.”

comprised of user-generated content from our community. With its social mediafriendly footage of off-roading, dune driving, travel adventures and more, it not only showcased the essence of the brand but functioned as a love letter to the people who live and breathe it.

On a global scale, our Famous for Freedom campaign showcasing the 2024 Jeep Wrangler was not created using usergenerated content but did feature several real Jeep owners and celebrated the Jeep community and their adventurous spirit.

TAKE INSPIRATION FROM YOUR COMMUNITY Some community trends even come from Jeep owners themselves. The ‘ducking

trend’, created by Allison Parliament in Ontario in 2023, when she placed a yellow duck on a parked Jeep as a friendly gesture, sparked a community trend that touched Jeep owners around the world.

Locally, we hopped on this trend and adapted it into a fun competition. We created a new segment under our edutainment social direction called ‘Golden Duck’, and hid the ducks in adventurous landscapes, challenging local drivers to find them. This was the Jeep way to bring people from online to outdoors.

BRAND EVOLUTION MUST BE AUTHENTIC Authenticity can often be an over-used buzzword in the social media world, but I believe that authentic connection –being true to who we are and what our fans want – is the only way to build a community that lasts. Being authentic does not mean being static.

In fact, I believe that one of the most powerful things we have done is evolving beyond the typical expectations of what it means to own a Jeep. Through our social media content and campaigns – such as the more family-focused Born to Adventure campaign – we have demonstrated that Jeep is not reserved solely for the adrenaline lover or solo adventurer. Each model is as individual as its owner.

With that in mind, while continuing to strengthen our relationships with automotive and adventure specialists, we have also been working with social media content creators with more lifestyle and niche interests, whose brand values and passions align with our own. In doing so, we have made the Jeep brand more inclusive, growing our community – and our audience – in the process. All of this has been achieved without diluting our brand or compromising our message.

By Yara Yousef Maroun, Head of Marketing Communications, Jeep

Social media has evolved from being just a marketing tool to becoming a business driver, shaping product launches, campaign strategies and brand engagement. At Subway, we don’t just use social media to engage – we actively listen, adapt and act on the insights we gather. It has played a crucial role in shaping our real-time business decisions, making it an integral part of our innovation process.

THE POWER OF CONSUMER DEMAND IN SHAPING PRODUCT LAUNCHES

One of the strongest examples of how we use social media to drive business decisions was the Footlong Cookie launch in the UAE. When the product was introduced in the US, it went viral. Consumers here quickly picked up on this trend, demanding that the product be launched in the UAE. Our launch was scheduled for December 2024, but the overwhelming demand led us to bring forward the launch to June 2024.

This decision wasn’t just about adjusting the marketing timeline – it required operational changes on multiple levels. The supplier did not have a Halal version available, so we innovated and created the product locally in our stores.

The success of this move became evident when we announced the product’s arrival – our audience’s reaction was very positive, confirming that our decision to fast-track the launch was the right one.

Another prime example of this was our Daqoos Series campaign – our most successful campaign of 2024. When the Daqoos and Chips Oman trend took over social media, we saw an opportunity to bring it to life in our menu. But we didn’t stop there. We believed in the impact of social media-driven marketing over traditional methods, so instead of relying on big-budget campaigns, we collaborated with key influencers who resonated with our audience. This decision paid off – we could measure the direct impact on sales and track audience sentiment in real-time, with over 90 per cent of the feedback being overwhelmingly positive.

More importantly, this campaign built consumer trust and opened the doors for future innovation. The collaboration and creativity behind the Daqoos Series set a precedent, showing our audience that their voices matter. Now, they proactively request new collaborations and flavours, knowing that we are a brand that listens and takes action. This shift in consumer behaviour is proof that when you engage with your audience meaningfully, you don’t just sell a product – you build a community.

SPEAKING THE CONSUMER’S LANGUAGE

Over time and with experience, we learned that no single strategy fits all platforms. This led us to fully personalise our approach to each channel. A prime example of this is our strategy on X, where 90 per cent of our content is in Emirati Arabic. This decision wasn’t

random – it was a calculated move based on audience engagement and preferences.

Unlike other platforms, where a mix of commercial and lifestyle content works, X required an entirely different tone. We eliminated polished and heavily branded content and instead engaged with our audience in a more conversational, personal manner. By speaking their language – both culturally and linguistically – we strengthened our connection, driving both engagement and long-term loyalty.

BREAKING THE OLD-SCHOOL CONTENT MODEL

Traditional, polished, commercial-style content is becoming obsolete. Today’s audiences value relatability, authenticity

REAL-TIME BUSINESS INTELLIGENCE

Subway’s Mahmoud Mneimne shares how social media is the most powerful listening tool in marketing.

‘‘BRANDS THAT FAIL TO INTEGRATE SOCIAL INSIGHTS INTO THEIR STRATEGY RISK FALLING BEHIND.”

and speed over high-production ads. Instead of spending massive budgets on overproduced campaigns, we shifted our focus to trend-driven, real-time content that resonates more with our audience.

Our TikTok strategy is a perfect example of this shift. Unlike platforms that rely on traditional advertising, TikTok thrives on personality-driven, light-hearted and meme-based content. Instead of making Subway feel like a brand, we made it feel like a person – someone who engages, reacts and participates in trends. This approach

resulted in viral content and significantly reduced production costs, proving that humanising a brand is more powerful than any high-budget commercial. One of our biggest wins came from leveraging trends instead of investing in costly productions. A simple, trenddriven TikTok post outperformed an expensive, high-production ad, showing that timing and relevance matter more than polished visuals. By staying agile and responsive, we maximised impact with minimal spend.

AN ESSENTIAL BUSINESS TOOL

Social media isn’t just a marketing tool –it’s real-time business intelligence. Brands that fail to integrate social insights into their strategy risk falling behind. At Subway UAE, listening isn’t optional; it shapes everything from product launches to content strategies. The brands that win are those that prioritise conversations, adapt quickly and use digital signals to drive decisions. Speaking of social-first brands, my personal favourites are Spinneys UAE and Visit AD – shoutout to their teams for setting the bar high.

By Mahmoud Mneimne, Marketing Director, Subway

Founded: 2015

Regional head: Karl Mapstone vamp.com hello@vamp.me

Vamp is an award-winning influencer marketing platform that connects top global brands like Adobe, Estée Lauder, GAP, Mars, and Dyson with a ve ed community of influencers and content creators. We help brands drive awareness, engagement and purchase consideration through high-quality, authentic content on platforms like Instagram, TikTok, Snapchat and YouTube. Our data-driven approach ensures impactful campaigns that maximise reach and ROI. By combining technology with human creativity, we make influencer marketing seamless and effective, enabling brands to tell compelling stories, strengthen customer relationships, and boost conversions in today’s competitive digital landscape. Vamp is the trusted partner for brands looking to elevate their social presence.

Karl Mapstone Co-Founder & Head of Middle East

In an ambitious, cross-continental initiative in partnership with the New Media Academy, over 30 influencers and content creators from key European cities such as London, Paris, and Munich united to promote the UAE as the world's most livable and accessible destination for travelers. The campaign’s bold message—“Bring Your Impossible”—was brought to life through a blend of striking out-of-home advertising (billboards, metro stations, iconic London buses) and immersive on-ground activations. This multi-channel approach not only showcased the UAE’s innovative spirit but also spotlighted groundbreaking initiatives like the Flying Taxi service and the first-ever network of vertiports, setting the stage for permanent air taxi services by 2026. CAMPAIGN APPROACH

Integrated Strategy

Merging traditional outdoor placements with digital influencer content created a seamless narrative that reached audiences both on the streets and online.

Authentic Storytelling

captured spontaneous reactions and genuine interactions, reinforcing the campaignʼs core message while generating buzz around the UAEʼs forward-thinking initiatives.

Data-Driven Optimization

Real-time performance tracking allowed for agile adjustments, ensuring that the content resonated with the audience and maintained momentum throughout the campaign.

Vamp & New Media Acadmey’s innovative, integrated approach transformed bold ideas into undeniable impact. With our strategy, your brand can shatter expectations and truly make the impossible, possible.

AWARDS WON: Best Influencer Marketing Platform or Technology AiMCO Awards (2021, 2022 & 2023); Marketech Awards (2024)

2023);

LEADERSHIP PANEL tell

Sophie Troy Vice President of Engineering

Wright Chief Revenue Officer

Redefining Travel Inspiration with Influencer Marketing

30 Influencers

7.2M Reach

350k Interactions

55k Shares Watch our casestudy

Steve

Panadol ...“The social execution is on point and on trend ...” (ZM)

Adidas ...“A refreshing take on runners’ psyche ...” (JM)

Sleepzone “A humorous ecosystem of touchpoints ...” (JM)

Brands For Less ... “Ties in snugly with the purpose of the brand ...” (ZM)

Mountain Dew x Doritos ... “The craft and love that’s gone into this spot ... is to be commended ...” (JM)

Private View

JON MARCHANT

MENA Group President, Memac Ogilvy

SLEEPZONE (1):

The best sales promotions are both simple and playful and with “the louder you snore, the more you score,” Sleepzone is right on the money with a mechanic that is 100 per cent aligned to their brand. It makes for a thematic and humorous ecosystem of touchpoints – try the ‘Snoreo-meter’ to avail your ‘in-snore coupons’. The only let down is the film execution which, for such a rich territory for comedy, fails to crack even a smile.

BRANDS FOR LESS (2):

‘Find a product truth and tell it well’. This mantra has been embraced by Brands For Less, dramatising the lengths their buyers will go to in sourcing the best value products without compromising on quality. I didn’t like the execution, and it felt cheap but maybe that was the point. However, my two Gen-Z daughters kind of liked it, so mission accomplished.

MOUNTAIN DEW X DORITOS (3):

I love a good collab and boom! This mash up from two brands with bags of personality really pack a punch in this visually arresting campaign from the team at Awkward Ads and BigFoot Films. The great Sir John Hegarty once said advertising is 80 per cent idea and 80 per cent execution and the craft and love that’s gone into this spot in postproduction and sound engineering is to be commended. Local influencer choices bring unmatched cultural authenticity and credibility to the campaign. Well done.

PANADOL (4):

At the core of this campaign there is some refreshing honesty – Panadol is acknowledging that it can’t fix everything, in this case heartbreak amongst young lovers. Unfortunately, the message out-take is rather alarming. ‘If I get my heart broken, I should take Panadol to cheer myself up’ was clearly not the intended message, but this is where it is landing.

ADIDAS (5):

What a refreshing take on runners’ psyche in a category that is normally all about superlatives and pushing to the limits. This is a campaign that beautifully captures the anxious few minutes before the gun begins for thousands of amateur runners simply trying to hit a personal best or run further than they have before. The campaign line ‘you got this’ is bang on, the casting and location feels incredibly localised, and there is a seamless follow through into retail, timed to perfection with the culmination of the Dubai Marathon. Well done adidas and the agency team.

ZAHIR MIRZA

Executive Creative Director, C2 Comms

SLEEPZONE (1):

Discount coupons don’t necessarily scream ‘wohooo, give me that brief’. Because more often than not they are pitched with the same run-of-the-mill mechanics. That’s why the idea of thesnoremeter.com site immediately jumps out. It rewards a natural human behaviour. That said, it does beg the question of whether consumers can game the system? After all, you do want to reward the authentic snores.

BRANDS FOR LESS (2):

The angle is interesting. Hunting down the best brands for you. Ties in snugly with the purpose of the brand. The executional framework had potential as well, with Brands For Less agents on the prowl tracking down the latest fashion trends. But the execution of the spot leaves you wanting, even if the intention was super kitsch. The craft in every aspect is missing. Cheesy can be cool when scripted and shot well.

MOUNTAIN DEW X DORITOS (3):

I loved this mash-up from the get-go. The tune is hypnotic, loved the synth hooks. The performances and kitschy CGI vibes go so well with the lyrics and the execution. I did track a lot of Mountain Dew but felt the Doritos flavour got a little sidelined. But thumbs up, nonetheless.

PANADOL (4):

I like it. Let’s get that out of the way. Turning heartache on its proverbial head. The social execution is on point and on trend. And it’s nice to have the brand fess up to the fact that for all other aches and pains you can trust Panadol Extra Strong.

ADIDAS (5):

It’s a simple one shot feel. Feels airy and natural. You sense the protagonist’s anxiety prior to the race. And the reassurance coming her way feels real. The dialogue could have sounded a little more conversational and less scripted.

Sleepzone

Title: In-Snore Coupons Agencies: Adpro&, Impact BBDO Production house: Pink Lemonade Films

Brands For Less Title: The Agent Production house: Ninja Media Productions

Mountain Dew x Doritos

Title: Dew x Doritos Agency: Awkward Ads Production house: BigFoot Films

Panadol

Title: Break Up Text Songs Agency: VML Dubai Production house: What If Creative Studio

Adidas Title: You Got This Agency: M+C Saatchi Sport & Entertainment Production house: Toast Films

TARIQ AL SHARABI

Managing Director of Cicero & Bernay Communication Consultancy

In an era when ads are everywhere, attention is nowhere. Consumers are drowning in a sea of branding, tuning out polished campaigns that blend into the digital noise. The constant exposure creates background clutter, leaving many ads forgotten the moment they appear. Even the abundance of product choices now leads to decision paralysis, rather than satisfaction.

MATTER OF FACT

News, views and trends from across the spectrum

LOST IN THE NOISE

With audiences conditioned to skip ads and attuned to distinguish corporate from organic content, grassroots and memetic (meme-driven) marketing approaches now outperform traditionalist approaches. Take McDonald’s Grimace Shake, for example. What started as a limited-run menu item became a viral horror meme on TikTok, and rather than force a response, McDonald’s let the trend grow, driving massive

engagement and boosting sales. The lesson? Community-driven marketing, interactivity, and audience-led narratives cut through the noise. Authenticity and co-creation are not trends — they are the future. In a world of endless advertisements, the brands that listen and adapt will be the ones that stand out in the audience’s eyes.

2x

Lead generation created by guerilla marketing endeavours

63%

Consumers who experience guerrilla marketing will share them on social media

GAME CHANGER

Level up with Walmart

Walmart launched Walmart Unlimited, a three-episode interactive series in which players can purchase real-world products in-game. The campaign features characters inspired by real Walmart suppliers and blends storytelling with e-commerce. By tapping into gaming’s three billion-strong audience, Walmart strengthens its brand while engaging younger, digital-native consumers in a fresh, interactive shopping experience.

3 Out of 5

Consumers more likely to buy products from brands that participate in popular social media trends

BREAKING THE NET Death, XP and resurrection

Duolingo ‘killed‘ its beloved mascot, Duo the Owl, in a bold stunt that sparked a viral frenzy. Brands and celebrities like Netflix and Dua Lipa joined the conversation, while users completed lessons to ‘resurrect’ him. The campaign, including limited-edition merchandise, proved high-risk marketing thrives when aligned with the brand’s personality and audience engagement.

30%

Revenue increase seen by brands that employ guerrilla marketing tactics

#NOT

A Duchess by any other name

Meghan Markle’s Netflix series ‘With Love, Meghan’ has faced harsh criticism for promoting ‘fake perfection’ and lacking authenticity. Critics labelled it egocentric and insubstantial, though they also encountered backlash. In a now-viral moment, Meghan quipped, “I’m not Markle, I’m Sussex now,” despite having previously claimed that the royal family stole her identity. The polarised reaction highlights the importance of authenticity in personal branding.

Sources: emarketer | NPR | Marketing Dive | USA Today

Appointments

Schneider Electric has appointed VIBHA THUSU as the Industrial Automation (IA) E-commerce Programme Leader –Marketing and Communications. With more than 20 years of experience in strategic communications, brand management and global marketing, Thusu will now drive strategic communications and growth initiatives for IA e-commerce. In her new capacity, Thusu will oversee internal communications for the IA – Distribution and E-commerce line of business, ensuring cohesive engagement and animation across teams, stakeholders and internal communities.

Invest Bank has added to its leadership bench with a range of appointments. Among these, HUMAIDA AL KHALSAN has joined as Head of Corporate Affairs and Marketing, leading the bank’s strategic communications and brand evolution while focusing on strengthening stakeholder relationships across the UAE’s dynamic financial landscape.

Along with her, BRIAN JAMIESON has taken charge as Head of Digital, driving the bank’s digital transformation agenda to create seamless, integrated banking experiences that anticipate and exceed customer expectations. These appointments are part of a broader reorganisation to create a dynamic and agile organisational structure that will revolutionise the bank’s operations, enhance

its digital capabilities, and foster a stronger connection with communities in Sharjah and the UAE.

Middle East-based fitness brand GymNation has appointed RORY MCENTEE, the former Brand and Marketing Director of Gymbox in London, as its new Chief Marketing Officer. McEntee has been tasked with elevating GymNation’s growth and further solidifying its position as the leading fitness destination in the region. He will work closely with the leadership team to implement innovative brand and marketing strategies aimed at attracting and retaining a broader fitness community. He will work closely with the leadership team to implement innovative brand and marketing strategies aimed at attracting and retaining a broader fitness community.

TBWA\Raad has appointed DEREK GREEN as its new Chief Creative Officer, reinforcing the agency’s commitment to bold innovation and transformative thinking. With more than 25 years of international experience, in his new role, Green states that he aims to empower clients to seize opportunities in fast-paced markets, shaping brand experiences and effective strategies for lasting success.

W Group Holding has appointed ROY MATTA as its new Chief Revenue Officer and Acting CEO of its subsidiary DXTA Technology. With nearly three decades in the media industry, he brings extensive expertise in revenue growth,

strategic partnerships, and market expansion across publishing, outdoor, and broadcast sectors. In his dual role, Matta will spearhead revenue strategies, business growth, and ‘cross-entity synergies’, ensuring W Group Holding’s continued expansion and market leadership.

Serviceplan Arabia has appointed SARA EID as Regional Creative Director, strengthening its creative leadership as the agency expands across the Middle East, with a particular focus on Saudi Arabia. Eid brings a multidisciplinary background spanning art direction, copywriting, and strategy, with experience across branding, advertising, and social media marketing. Before joining Serviceplan Arabia, she held senior creative roles at Impact BBDO, Dentsu, and DDB, leading campaigns for Saudi government entities and multinational clients.

Assembly MENA has appointed ZUBAIR S. SIDDIQUI as Chief Operating Officer. Reporting to CEO Faisal Dean, Siddiqui will oversee growth strategy, commercial investments and media partnerships with regional stakeholders, with a focus on advancing the agency’s omnichannel media and digital commerce capabilities across the region.

The Spin

February was a fun one: while The Spin normally comes across several mishaps in the media sphere, this month was characterised by several submissions we received of marketing mistakes immortalised on products and packaging. We begin with the OnePlus Watch 3. For those of us who love our watches, the face offers an attractive display, a stainless-steel case with titanium bezel, dual-frequency GPS and built-in health monitoring systems.

However, before we get overly excited, the release date reportedly has been delayed to April due to an unfortunate typo on the back panel – which many a trained eye in global media outlets have had a field day with.

Another one on a pizza box raises questions, too. Makes you wonder whether the pizza provided is, indeed, ‘fesh from the oven’, if it states, ‘prefect

taste’. Guess that depends on whether the prefect is Cedric Diggory, Hermione Granger or Percy Weasley.

On another note, here’s how you can probably tell whether the Super Bass headphones you’ve received in gorgeous gift wrapping is authentic or fake. Find out whether its ‘foldadle’ or ‘supprots memory cards’. For this, you’d probably want to judge the book by its cover.

Having said that, we did come across an original ad for a ‘bear trimmer’, which we’re pretty sure is neither a reference to the animal nor a particularly hairy individual. If it works on either, though, it will make for a pretty great device.

Closer to home, The Spin spotted two unfortunate Ramadan ads. The first one – and we note that the brand is not to

blame – had a beautiful caption on LinkedIn, which the platform’s algorithm translated quite awkwardly. The second Ramadan ad featured here truly raised eyebrows. From the grammatically incorrect copy to the creative that fails to align with the timing mentioned, this one’s going into the catalogue of ‘spot the mistakes’ for young creatives.

We close out this edition of The Spin with a clearance sale ad that probably shouldn’t be offering 90 per cent off on a product that forgets to add the term ‘treatment’ after ‘C Difficile Infection’.

Clearly, The Spin doesn’t agree with the fact that this could be ‘the ultimate deal’.

THEBIGGESTLITTLEAGENCY

Theysaysize matters.Wesayimpact mattersmore. BecausewhenBruceLeethrewhis One-InchPunch,theworldfeltit.Atinymovementthatpackedthepowerofa hurricane.That’sBlink. Nimble,fearless,and devastatingly effective.

Wedon’thaveflooruponfloorofsuitswho’llchargeyoufortheair theybreathe.Wedon’tparadebloated portfolios stuffedwith names webarely touched.We’renotheretodrownyouin buzzwordsor acircusof creative directorswho’ve forgottenhowto create. Blinkisbuilt differently. We'rethe CreativeRebel Alliance—a fiercely passionatefewwho leftbehind yesterday's agenciestobuildaforcethat's entirely ourown.We’vemadethe mistakes, learnedthe lessons,andburned therulebook.We’vetradedthe conveyorbeltfor craftsmanshipand thebureaucracyfor bravery.

Weclockoutat4:30pm.Everyday.Nolatenights,noburnoutbadges. Why?Because creativity thriveson balance,not exhaustion. Ahappy, well-rested teamisn’tjustgoodforus—it’s unstoppable forour clients.

blinktheagency.com

We’relight, bright,andbig agencies’ kryptonite. That’swhy,whenyou’refacedwithaGoliathtask,wegetallDavid. Wedon’tbragaboutour numbers;wefocusonlyongrowingyours. Soifyouwantapartnerwho’lltreatyourbrandlikeit’stheonly onethat matters, welcometo Blink.The Biggest Little Agency.

TheOne-InchPunchyourbrandneedstobreak through. WeareBlink.Andwe’rereadytofightforyou.