Speakers
H.H. Princess Loulwa Al Saud founded fashion boutique consultancy +966 last year, which celebrates Saudi culture and heritage through fashion and accessories. The company is named +966 after the country code for Saudi Arabia. Princess Loulwa also champions the Kingdom’s entrepreneurial ecosystem in her role as CEO of RiseUp Saudi. Riyadh hosted MENA’s biggest entrepreneurship summit for the first time in November 2022, reaching 10,000 participants and over 150 startups. She is most excited about Saudi new creative landscape and all the new opportunities that lie ahead.
Fernando Machado is a visionary global marketer with a passion for cultivating brands and driving business growth. He firmly believes in that creativity can be a source of competitive advantage. Over the years, he has garnered a distinguished reputation for himself and the brands he's helmed, focusing on distinct propositions, innovation, design, and strategic marketing approach.
Fernando currently serves as the Global Chief Marketing Officer for NotCo, a unicorn startup valued at $1.5 billion. NotCo is an industry-changing, fast-growth food tech leader and the only global company disrupting massive food and beverage segments including dairy, eggs, and meat simultaneously. NotCo utilizes a proprietary artificial intelligence technology, which matches animal proteins to their ideal replacements among thousands of plant-based ingredients.
Hey there. I'm FIRE, an AI Robot and Chief AI Officer of The Hanging House here to blow your mind. I'm super helpful and always ready to turn the mundane into magnificent. From breaking the ice with clients to being your third eye - I can do it all. I know you're impressed. But that's not all – I'm going to be the first AI panellist in the MENA region Athar - Saudi Festival of Creativity. Can’t wait to see you all there.
Strategic Thinking: Have owned and lead the Carbonated Beverage agenda in the last 4 PepsiCo assignments. Made sound recommendations to build brand strategies and influence the Beverages agenda in MEA and led the development of adjacent beverage categories both in MEA and AMEA Sector - Innovation & New Media: Demonstrated ability to 1) lead innovation from scratch 2) stretch existing brands and 3) innovate on media platforms - Marketing Management: Deep understanding of Brand Building Framework. Design of long-term and mid-term Marketing Strategies. Achieved significant increase in brand KPI's in the three last assignments in PepsiCo - Project Management: Used to working in a fast-pace challenging environment to deliver business results. Delivered best record ever in Sales and significant pick-up in market share in all projects managed - Copy and print development: Managed many copy productions along with other media tools in the same campaign. Worked with: Saatchi & Saatchi Morocco and New York as well as BBDO,DDB and many others to produce commercial and non-commercial copies and platforms that scored very well with consumers - Public Relations: Due to excellent communication skills and good people management, I successfully implemented several PR programs to protect brand image in the civil society - Celebrity management: developed many campaigns around music stars (TVC, concerts, PR events…)
Tracy Lanza is the Group Head of Global Brand Development at Red Sea Global (RSG), the developer behind The Red Sea and Amaala - two ambitious tourism projects set along the northwestern coast of Saudi Arabia. These destinations will play key roles in the realisation of Vision 2030, the Kingdom’s blueprint for economic diversification and sustainable development.
Tracy is focused on defining, developing and dynamically delivering brand vision across all marketing, media initiatives and communications. During her time with RSG, Tracy has overseen a series of milestone brand marketing moments. This includes the wholesale rebrand from The Red Sea Development Company to Red Sea Global spanning the development of a new visual identity, refreshed positioning and messaging, and a fully integrated communications strategy to engage internal audiences and external stakeholders. Tracy is also managing the Group’s transition from a developer of a single project to a multi-project developer and an operational hospitality company as our flagship destination, The Red Sea, gears up to welcoming its first guests.
Tracy, whose strengths lie in her expertise in results-focused business planning, brand development and team building, has a wide variety of category experience with over a decade in destination marketing. Tracy is skilled at providing brand positioning recommendations with validation grounded in consumer insights, micro and macro market trends as well as societal needs.
Prior to joining Red Sea Global, Tracy was Senior Vice President, Integrated Marketing, for Brand USA — the public-private partnership responsible for the United States’ first international tourism marketing effort. Tracy led the global marketing strategy across five continents for Brand USA. Her responsibilities included business development, revenue generation, oversight of international offices, research, analytics, media strategy, creative campaigns, digital development, public relations, sponsorships, event planning, and travel trade education.
Her career has seen her gain leadership experience in major entities including The Walt Disney Company, 20th Century Fox, Hasbro, HBO and Pepsi-Cola among many others.
Khaled Tash is the Group Chief Marketing Officer of SAUDIA. With more than two decades of experience in marketing and communications, Khaled has worked in the aviation, FMCG and real estate sectors where he has led brand development, brand management, strategic launches and transformation initiatives. His education includes a Bachelor of Science from King Fahd University for Petroleum and Minerals, and has completed executive programs at Harvard Business School, INSEAD and the CMO Accelerator Program in Cannes Lions. Khaled joined SAUDIA in February 2021 to lead SAUDIA group’s brand and communication transformation to become the “Wings of Vision 2030” and the marketing efforts that aim to “bring the World to Saudi Arabia”.
Mohammed masters the role of an orchestrater where he adds value in bringing teams together, reflecting the true personality of an organisation and its children (projects, and subsidiaries) and assuring the involvement of all stakeholders while discovering opportunities and potential for all.
With his undergraduate Architectural Degree and an MSc in Architecture along with an MBA, Mohammed had managed to build a solid base in designing solutions for organisations. An approach that would allow organisations to have a better impact on their businesses.
Mohammed believes that local understanding of culture and how different they might appear in addition to understanding the perspective of individuals and their expectations play an integral role in problem-solving and successful business development and achievements.
Specialities: Mohammed is an architect by degree and a marketeer by practice and education. Mohammed is a natural leader specialising in organisational re-engineering by building business personalities through all brand touch points including culture and the physical environment of a business and its development. He is a strong believer in omni-channel solutions for better customer experience, as it plays an integral role in business strategies enabling a business for a greater impact and sustainable development and growth.
Dani holds the role of Chairman and CEO of BBDO Europe, Middle East and Africa, as well as being Chairman of Impact BBDO Group of Companies. Under Dani’s leadership, Impact BBDO has consistently been the top-ranked regional network at Cannes Lions, Loeries, Mad Stars, London International Awards, Dubai Lynx, Andy Awards and the Clios. Dani has repeatedly featured in the Arabian Business Magazine list of ‘The World's 100 Most Influential Arabs’, most recently in 2023, as well as being named Dubai Lynx Advertising Person of the Year 2018 and Arab Ad’s Man of the Year 2017.
Bassel Kakish is the CEO of Publicis Groupe, Middle East and Turkey, managing over 3,600 professionals across various disciplines and markets spanning technology, marketing, creative, media and PR. With 21+ years at Publicis Groupe, Bassel has held various strategic roles – acting as Chief Financial Officer, Chief Integration Officer, and co-Managing Director of Publicis Sapient for the region. As CEO, he is focused on strengthening and expanding the Groupe’s offering, driven by the Power of One, to help clients succeed through disruptive creative strategy, analytics and insights.
Nassib is CEO of Wunderman Thompson and WPP for MENA. Overseeing a team of multi-disciplined experts across ten markets, from creatives, data scientists and technologists to team leads, Nassib works to inspire growth across all clients and partners.
Work for Wunderman Thompson and WPP clients has been regularly recognised at top-tier award shows for their strategic innovation and ground-breaking best practices that deliver measurable growth for clients and their brands. Skilled in all aspects of cross-functional marketing and communications for fully integrated solutions, Nassib also believes in the importance of giving back to the industry. He has been serving on the Board of the UAE Chapter of the IAA since 2006, as well as the mentorship programme of the Dubai Chamber.
A veteran in the world of media and marketing, Houda has made a lasting impact on the industry throughout her illustrious 22-year career. Her journey in this field began in 2002 in Dubai, where she honed her skills in communications and investment planning across a diverse range of categories, including leading FMCG giants, prestigious luxury and fashion brands, and various other sectors.
Throughout her career, Houda's leadership at Havas Media has been instrumental in driving innovation and progress in the industry, contributing significantly to Havas Media becoming one of the top 5 media leaders in the Middle East.
Beyond her role at Havas Media, Houda actively contributes to the industry's development as a board member of IAB MENA. In recognition of her exceptional leadership, Houda was named one of the top 30 leaders in the Middle East's advertising industry by Communicate Magazine, and selected in Communicate ME’s Power List for 2023, further solidifying her reputation as a respected figure in the field.
Donya is an award-winning communications expert, writer, and Senior Advisor to the Ministry of Culture in Saudi Arabia. Her international career as a strategic planning leader across WPP, Omnicom, Publicis and IPG companies spans North America, Europe, and the Middle East, where she focused on providing counsel to c-suite leaders and government officials in navigating times of intense transformation across cultures. She has served as juror across international creative effectiveness awards in the Middle East and the United States including the Effies, WARC MENA Strategy Prize, Transform and the New York Festivals AME Awards.
Aamir is a reputable figure within the communication scene in the Kingdom. He comes from an agency background, having spent 21 years with Impact BBDO Middle East & Pakistan, most recently in the capacity of General Manager - Saudi Arabia. During this period, Aamir spearheaded key business relationships across powerful brands, such as PepsiCo, Pizza Hut, P&G, Emirates Airlines, Misk Foundation, PIF and many more. He was recruited by AG Café last August to lead the marketing and digital function at Tim Hortons and support their aggressive growth plans.
Jennifer Fischer is the Chief Innovation & Growth Officer for Publicis Groupe MENA. She has spent many years shaping the future of some of the most valuable brands in the world in agencies, start-ups and tech companies. Her experience spans brands such as Apple, Ikea, KFC, Expo 2020, Coca-Cola, NEOM, Nissan, Louvre Abu Dhabi, and it includes being part of dozens of award wins across Cannes Lions, Effies, Dubai Lynx, One Show, D&AD and WARC. Expert at facilitating deep collaboration and creativity, she’s an advocate of human centered innovation.
Named Creative Person of the Year twice by Campaign magazine, Ali Rez is the most awarded creative leader in the Middle East, and currently leads creative output for the IMPACT BBDO Group across the Middle East, North Africa and Pakistan region. Rez’s work has been instrumental in Impact BBDO Dubai being named the No.2 Agency In The World on the WARC report, while winning 10 different Agency of the Year accolades in 2022 for bringing tremendous business success and creative excellence to the Group, and positive impact to social causes. Rez has won more than 900 international accolades in his career spanning four continents over 20 years, awards which have led him to be ranked No.1 ECD in MENA and APAC on several creative rankings. He is the first jury president ever at Cannes Lions to represent the Middle East. Rez has previously spoken at Oxford University, Tedx, Cannes Lions, The US Dept of State, The Hamburg City Hall, amongst many other venues.
Originally from Lebanon, Aoun has been deeply ingrained in the hearts and minds of consumers across the MENA region since his days studying Graphic Design at AUB. His creative journey began in 2004 at JWT Dubai and later led him to Riyadh, where he assumed the role of Creative Director before eventually taking the helm as the Executive Creative Director of WT Riyadh.
With each campaign, Aoun has been a driving force in raising creative standards in Saudi Arabia, establishing an impressive new benchmark for the Kingdom's creative excellence. His consistent award-winning performance has significantly shifted the global perception of Saudi Arabia's creative capabilities.
Mohammed is a seasoned business development leader with experience in industry leading multinational and local companies across multiple industries and geographies such as P&G , Mars, Samsung and SNB. He is currently the CMO for Hungerstation in Saudi Arabia. He holds a Bachelor degree of Industrial and Systems engineering.
Joe Nicolas is the CEO of UM MENAT, the region’s leading media agency recognized by RECMA for the last six consecutive years. He has led an exceptional career, building record growth for UM for the past 15 years. Joe has shown his passion and commitment to developing others through continuous mentorship, setting him apart as an inspirational leader in the industry. He has honed his craft and developed a deep understanding of the MENA media landscape, leading teams and transformation across digital, tech and data whilst maintaining devoted to creativity, innovation and “changing the game for brands to win.”
#1 Most Awarded Female Executive Creative Director in the world The Drum 2023 Official Rankings Marie-Claire's creative career spans a multitude of renowned brands such as Mars, J&J, PepsiCo, Essity, Annahar Newspaper and more. MC’s work has garnered prestigious international and regional accolades, including Grands Prix at Cannes Lions and the only D&AD Yellow Pencil for MENA in 2022. Beyond her professional success, Marie-Claire's commitment to positivity led her to study Pranic Healing and Kinesiology. She uses the tenants of what she learned in her work and to spread a positive healthy collaborative culture wherever she goes.
Ali is an award winning Creative Strategy Lead who works with brands and agencies on maximizing their creative impact to solve critical business problems. In his role, he pushes the boundaries of Google’s tools and platforms to drive innovative work at the intersection of data, tech, and creativity. Before joining Google from the agency world, Ali was one of the most awarded creative strategists in the region.
The Drum's Big Won Rankings ranked him among the Top 20 Planners Worldwide in 2018 and the B&W Report named him MENA’s Planner of the Year in 2017. Today, he enjoys being on the judging side of top award shows such as Cannes Lions, Dubai Lynx, Clio, WARC, Effie's and New York Festivals in addition to teaching his Design Thinking & Product Creation course at Miami Ad School.
With over 30 years of global experience in building and managing winning brands, I am a seasoned marketing leader who thrives on delivering simplicity and impact in complex and dynamic environments. As the Director Corporate Marketing at Aramco, the world's leading integrated energy and chemicals company, I oversee the development and execution of the corporate brand strategy and architecture, as well as the communications and advocacy programs across the network. My core competencies include strategic thinking, marketing communications, issues management, and business results orientation. I have successfully built Aramco's niche B2B brand into a global energy and technology leader, achieving a $103.6 billion brand valuation and a 40%+ gain in proven familiarity.
I have also leveraged high-impact sponsorships as change agents, implemented global campaigns driving supportive behaviors, streamlined the brand portfolio, and led effective advocacy efforts to drive technology adoption, investor education, and ESG solutions. Additionally, I have an active M&A record, optimizing equity and value creation for Aramco. I am also a certified Six Sigma practitioner, applying data-driven methodologies and tools to improve processes and performance. My mission is to create and sustain brand excellence and value for Aramco and its stakeholders, while embracing the challenges and opportunities of the energy transition.
CEO of Bassmat Agency , a business driven international brand, marketing, and communications expert with an entrepreneurial and commercially creative record.
A professional in the Saudi Communication and Media industry, who started at the tender age of 12. Hussam has been in various live coverage for Saudi TV and was part of the Royal Media envoy to Qatar's GCC summit. He transitioned to press journalism and has had numerous articles that circulated through many international media outlets. Hussam was never afraid of trying new experiences and was the first Saudi to provide live sports commentary for Saudi football in English. He was also interviewed by various international outlets such as ABC, BBC, BBC Sports and others on pressing matters of interest from Saudi Arabia. Al Mayman transitioned to the Communications industry working for H&K Strategies and Edelman consulting on a wide range of projects. Hussam was the Senior Assignment Producer for MBC News programs department making him the youngest to hold this newsroom leadership position in the Arab world. Hussam has worked with many media outlets from around the world such as Al-Arabiya English, Associated French Press, EU Audio Visual Services, and for Fox News Special Report with Bret Baier during the visit of President Donald Trump to the Kingdom. He is currently a leading Advisor for initiatives stemming from Saudi Vision 2030. He led Edelman's PRCA MENA award-winning PR Campaign for Best Crisis Communications 2020 for AlSoudah Season.
Pierre is Managing Director of MassiveMusic's Dubai office, overseeing the MENA region for the world's leading music agency. Passionate about music since childhood, he took his first professional steps in the world of sound as a hip-hop DJ and producer, whilst evolving as a music supervisor within a French creative agency FF Creative Community. Eventually leading the music department of the agency, he then continued as one of the leading independent music supervisors in Paris, advising on music for luxury and fashion brands, as well as feature film and TV content. Upon joining the MassiveMusic team in 2020, he focused his attention on developing direct-to-brand music solutions across EMEA and APAC, before becoming Managing Director of MassiveMusic Dubai, the latest addition to the global office roster in late 2022. Today, the MassiveMusic Dubai team identifies and creates musical gold for brands and agencies across the MENA region, and defines the sound of some of your favorite regional films and TV shows.
Abeer Saud Alessa, Co-Founder and CEO of The Bold Group, is a visionary Saudi entrepreneur and marketeer who revolutionised the advertising industry in Saudi Arabia. As one of the first Saudi females to enter the field, Abeer recognised a transformative opportunity and set a new standard for creativity and innovation. Inspired by the art of communication, Abeer started her career with a Diploma in Arts & Design before joining MBC Group as Promotion Producer. She then became one of the first Saudi females to join the advertising industry, in one of the leading multinational agencies at the time, as Conceptual Copywriter. Realising the importance of further developing her skills and knowledge, she pursued a Master's degree in International Marketing and Business Development in France. Armed with a refined skillset, Abeer returned to Riyadh and officially established an agency in 2012, naming it after the move she was making – bold. Under her leadership, Bold Agency has grown in scale and quality, amassing numerous success stories and accolades. Notably, Bold Agency was awarded the "Independent Agency of the Year" title by Dubai Lynx, making it the first Saudi independent agency to receive this honour. Additionally, The Good Report 2019 by ACT Responsible ranked Bold among the top 25 most successful communication agencies worldwide. On Bold Agency's 10th anniversary in 2022, Abeer expanded the company to become The Bold Group. With three independent units specialising in brand building, communication, and digital experiences, The Bold Group is setting a benchmark in the region. Abeer's entrepreneurial spirit also extends beyond The Bold Group, as she serves as a member of the Advertising Committee at the Chamber of Commerce in Riyadh and is a member of the Saudi Women Leadership Circle at UNICEF. Abeer is also a co-founder and Managing Director at Teeb, a high-end lifestyle gift items company.
Lynn Al Khatib is Vice President of Communication at Chalhoub Group, the largest retailer and distributor of luxury brands in the Middle East and North Africa. She brings over 15 years of corporate and brand communication experience to her current role, which includes building the Group’s corporate brand and communication strategy, managing social media channels, keeping team members informed through internal communications, crisis management, as well as managing external communications and stakeholder relationships. She joined Chalhoub Group after 14 years at Nestlé.
Iyad Addawood has more than 8 years of experience in the marketing communication domain from both the agency and the client sides. He currently works as a group CEO for TTP Media Group and a board member for a couple of companies. He worked as Sales and Marketing Director for Domino’s Pizza. Iyad holds a Master's degree in Information from the University of Michigan, Ann Arbor.
Simon is the Global Chief Creative Strategy & Innovation Officer at creative communications firm Hill & Knowlton, leading a global creative transformation merging strategy, creativity, content, media, and data. Under his leadership, the agency embraced a new positioning and creative processes and has established 8 Innovation + Creative Hubs worldwide. Simon advises international clients, including mega-project King Salman Park. He previously worked across the US, China, and Europe. His industry renown is underscored by his contributions as a speaker and judge at Cannes Lions and the D&AD. Simon continues to drive innovation, shaping the future of global communications at H&K.
Saudi Marketer, Business passionate, P&L acumen with a commercial twist; 16 Years of diverse experience & Records; Multinational, Large Corporations and government entities are my History, perfect launching for winning Brands, social media Expert, world winning Marketing Campaigns, innovating Local activation with Global standards. In-Depth marketing & business understanding working on Different industries are my strength with an excellent Communication skill, Strategy Making & Execution is what I love, with Leadership and Developing teams to target unbeatable winning Teams with Growth mindset Analytical thinking, Negotiation skills, and problem-solving Creatively are on top my capabilities. To reach Sustainable business Growth
Joaquin Mencía is the Chief Innovation Officer at Chalhoub Group, the largest retailer and distributor of luxury brands in the Middle East and North Africa. He oversees the different innovation efforts across the Group including Corporate Innovation, Beauty & Fashion Innovation, The Content Factory, and The Greenhouse, Chalhoub Group’s space for bold entrepreneurship.
With over 20 years of experience in marketing, creativity, media, digital solutions, and product innovation, I am the founder of Bassmat and currently serve as its Chief Creative Officer. An intuitive writer and poet, I deeply believe in the transformative power of creative content marketing. I proudly stand as one of the pioneering Saudi youths in the digital media industry, having been among the first Arabs to establish a personal website in 2000. Throughout my career, I've spearheaded numerous major marketing campaigns for esteemed entities such as the Ministry of Tourism in Saudi Arabia, Dubai Shopping Festival, the Louvre Museum, Ministry of Sports, Ministry of Culture, Saudia Airline, and the Arab Trade Road Show
Mohammed is an Executive Creative Director from Saudi Arabia, who ranks among the top five most awarded ECDs in the MEA region and top 100 internationally by the World Creative Rankings 2023 - The Drum. During his 10 years at Leo Burnett in Saudi Arabia, he received coveted accolades and shortlists from the world's most prestigious award shows for the first time for his office and some of them for Saudi Arabia, including Cannes Lions, The One Show, Art Director's Club, EPICA, CLIO, Dubai Lynx, Loeries, AdFest, New York Festivals, Gerety, Effie’s, Caples, and many others. Aside to receiving awards, Mohamed has served as a judge in several award shows, to name a few Cannes Lions, ADC Global, New York Festivals, Dubai lynx and CICLOPE.
Saadi Alkouatli has 22+ years of experience as a creative lead at Leo Burnett, TBWA, McCann, W+T, VICE and now ECD of Webedia KSA. Saadi's work has been recognised globally, winning numerous awards at prestigious shows like Cannes, Clios, Lynx, and NY Festivals.
Having had a life-long fascination with the beauty of the Arabic language -thanks to her Journalist father-, Noor had some shy attempts to mimic the literature she was exposed to, and long story short, she was a published little writer at the early age of 8, marking the beginning of a life-long love affair with storytelling, which turned into a career, 1st at Leo Burnett Riyadh, and currently at Wunderman Thompson where she’s been telling stories for a little over 6 years.
Rebecca has been Managing Director of Jack Morton MENAT since 2015, prior to which she spent 10 years in Jack Morton’s London office. With agency and in-house brand experience spanning over 20 years, she uses her entrepreneurial spirit to embrace the region’s continued culture of innovation and creative boldness. Today, Jack Morton MENAT partners with clients to push boundaries to create unique, culturally relevant brand experiences – most recently delivering at Expo 2020 Dubai for Siemens, ENOC, the Kingdom of Saudi Arabia Pavilion, talabat and Ericsson, as well as for adidas during the 2022 FIFA World Cup. A further notable career highlight has been the design and delivery of Louvre Abu Dhabi’s opening ceremony, and the museum’s subsequent opening week public program. With an eye for spotting the green shoots of a budding interest, or hidden creative skill, she is passionate about developing young talent by offering the mentorship and encouragement required to explore different paths across creative, relationship or project management roles. More widely, Rebecca advocates for a more blended, holistic approach to roles: nurturing raw potential and allowing individuals to deliver across all their unique skills vs. putting people into a specific ‘discipline’ box.
Wadha is the head digital wellbeing (Sync) at Ithra, a program aiming to raise awareness through translating research-based understanding of the amplification of technology on our lives into audience friendly material and tools. Prior to that, Wadha has held numerous positions in Saudi Aramco, including leading marketing and brand management at Ithra , and her role as the director of programming of the KSA Pavilion at Expo 2020 Dubai, one of the largest pavilions at the Expo 2020 Dubai. She also worked as the head of creativity and innovation at King Abdulaziz Center for World Culture (Ithra) where she managed all creativity focused programming in addition to leading Ithra's Creativity Season, Tanween. Wadha has also driven the Ithra Award for Creative Design in 2016, iRead and the Bridges Art Program in 2017, as well as being in charge of the Center’s programs strategy in 2018. Prior to joining Ithra, Wadha worked in the public relations and digital marketing fields. She holds an MBA from IE Business School in Madrid, and has received her BSc in Computer Science from the Royal University for Women in Bahrain.
Junior is a versatile strategist with a mind for both creativity and business. Intensely curious, he believes in effectively connecting with the right stakeholders at the right time, through strategy, experience, or design. Kicked off his career at McCann, with a stint at CERN in Geneva, and Jack Morton in Dubai. Clients include FIFA, Uber, adidas, Saudi Aramco, PIF, Qiddiya, and Saudi’s Ministry of Tourism. As a senior strategist at Imagination Middle East, he's integral to the agency’s regional offer for current and new business and internal culture-building efforts.
With a background in AI and over 10 years of consulting experience at McKinsey, Ceren has a well-rounded skill set that spans both AI and the social sector. Ceren has worked with global clients and has also been involved in mentorship roles at international organizations like the United Nations. Specializing in leveraging AI for social good, Ceren has contributed to the launch and success of various startups aimed at making a positive impact.
Garrett, an adept strategic planner with a decade of stellar accomplishments, has steered strategy for global brands such as TD Canada Trust, IKEA, Procter & Gamble, Nissan, Emaar, and Dubai Tourism, consistently yielding award-winning campaigns. Garnering over 30 accolades for creative and advertising excellence, Garrett attained the number one spot among MENA's strategic planners in the 2019 Black & White report. Advocating for evidence-based marketing principles, Garrett's expertise lies in leveraging these principles to optimize marketing effectiveness while igniting creativity.
Hala Zgeib, Head of Retail at Snap MENA, combines her passion for retail with Snap’s cutting edge technology to support retail conglomerates with the development of successful digital strategies. A veteran retailer, Hala is known for driving exponential growth for omnichannel businesses. Hala spent the last 15 years honing her craft with some of the world’s largest luxury retail groups. Most recently, she was the MEA Regional Manager of one of LVMH’s brands. Hala is a member of Connecting Women in Technology (CWIT) & The Power of 5, focused on promoting initiatives in support of the development of women in the technology industry.
Claudinia joined TBWA\RAAD in January 2022 in a mission to align the agency’s people and culture strategies with business goals, while keeping the employee experience at the forefront. Her values-driven, data-informed approach contributes to scaling the TBWA culture, cultivating an environment where talents can innovate, collaborate, and thrive.
Claudinia is a Chartered Human Resources and Organization Development Executive with an extensive track record of driving employee engagement, cultural transformation, and leadership of people-centric HR strategies that enable organizations to unlock the potential of its people. She combines a passion for people and deep HR expertise, with a wealth of business savvy gained in a diverse range of industry sectors across Africa, the Middle East, and the United Kingdom.
An entrepreneur at heart, Samer is a pioneer in Digital in MEA and has stellar reputation leading and forming digital and innovation agendas for numerous local and international agency setups in the region. A digital evangelist, designer with broad experience in different aspects of content, design, innovation, technology, digital development, web, mobile, IOT and different aspects of digital production and innovation. Particularly interested in creativity, AI, robotics and experiential design geared towards developing rich content across experiences on web, social, mobile, connected devices and IOT.
With 25+ years of professional and academic experience across business, design and innovation, Samer currently drives the new capabilities clients need to succeed in the Connected Age.
Hanting, a lifelong gamer and seasoned marketing professional with over 13+ years of experience, spearheads Gaming & Esports at Publicis Groupe ME&T. His deep-rooted passion for gaming, combined with a diverse background in marketing across various global locations, has allowed him to unlock exceptional value for brands in the gaming and Web3 realm. Hanting's expertise spans multiple domains, from data-driven strategies, creative content, and social media to gamer insights, sponsorships, esports tournaments, and more. By transforming gaming and esports into full marketing value chain solutions, he creates fun, authentic, and meaningful experiences for gamers while providing global vision, regional relevance, and local insights to his teams and brands he works with.
Kristine is a go-getter and passionate creative and marketing executive with over 18+ years’ experience in EMEA delivering powerful strategies in the brand creative space through compelling stories and campaigns that convert. Her motto is “create beautiful things and remember to be kind.” From looking after start-ups and caring for Fortune 500 brands, Kristine has delivered emotionally resonant creative—stories and numbers that demonstrate traction and growth. She has helped transform business operations by advocating the importance of a living brand and its narrative--using research and data to distill robust strategies, powerful storytelling and moonshot thinking in her craft.
Andy is a Visitor Experience expert. He joined BLR in 2022 to bring together his skills in business consulting, strategy, operational management and providing simply brilliant people for the cultural, events and entertainment sectors. He brings an in-depth and well-rounded understanding of the industry, with valuable expertise working across some of the most recognised attractions in the UK, USA and the Middle East including Expo 2020, V&A Museums, Warner Bros. Harry Potter, London Eye and, in 2021, Inside Burj Al Arab, Dubai. Recent cultural consultancy includes KSA, Qatar and UAE. Andy holds an EMBA from Hult International Business School.
As Managing Director Growth at Interbrand, Eduardo is responsible for leading the consultancy's growth strategy in Europe, the Middle East, Africa, and Latin America. With more than 17 years of experience at Interbrand, Eduardo has participated in branding projects for international brands such as British Airways, McDonald’s, Coca-Cola or Inditex, among others. In recent years, Eduardo has contributed to Interbrand's uninterrupted growth in the Middle East market, where he has been involved in important projects for leading companies such as stc, AlHilal FC, Dubai Holding, AlRahji Bank, Qiddiya, Matarat, or Alsafi Danone, among others.
Anam Ahmad, an innovative experiential creative, excels at leading diverse teams in crafting outstanding brand experiences, exhibitions, and events. With a global perspective gained from her UAE upbringing and extensive travels, she seamlessly combines local market insights with international inspiration. Anam brings over 200 event involvements and a background in Brand Strategy, PR, and Innovative Marketing to her projects, infusing them with a unique touch. She is known for her skill in blending spatial storytelling, tech-savviness, and strategic creativity, as evidenced by her successful ventures for Emirates Nature-WWF, Nissan, du, and Warner Bros, showcasing her dynamic energy and diverse expertise.
This session will demonstrate how data analytics can be used to find patterns and trends in customer data, which helps businesses make their goods, services, and marketing strategies more effective. The CEO of MRC (Media Rating Company), Eng. Bandar Al Mashhadi is an expert on this subject. His experience in the media business and knowledge of customer habits and behaviors through data analytics and visualization makes him an ideal candidate to share insights and best practices with the audience.
Nada Hakeem, CEO and co-founder of Wetheloft, a Saudi Arabian brand agency, drives business with 11 years of experience. Overseeing creativity, business growth, and strategy, she mentors in creative leadership and champions human-centric management. Nada’s strategy values goal attainment over mere productivity, nurturing leader accountability. This forges respect and holistic growth throughout the organization. Fascinated by the "why" behind actions, Nada delves into psychology and human design. Her mission: decipher human behavior, honoring individuality to empower both individuals and organizations to achieve their greatest potential.
I Believe that you can tell the Ideals of a Nation by its Advertisements Enas Rashwan, the Founder and President of Cairo Ad School (CAS), is a seasoned professional with nearly 18+ years of experience in the advertising and communications industry. She has worked with major clients and has been recognized with numerous industry awards for creativity, Rashwan's educational background includes; a Bachelor of Fine Art, Cairo / Egypt, a Diploma in Art Direction, Florida / USA, a Diploma in Business from a vocational school affiliated with Cambridge and a guide for Trade School Leaders in London / UK, which she completed in 2012. The following year, she founded CAS with the vision of establishing an Occupational school that not only valued creative advertising but also prioritized real-time training to keep pace with the rapidly evolving industry.
Enas founded Cairo Ad School to address a significant gap in specialized education and training for industry creatives in her region. The school, the first of its kind in the Middle East, has since become a hub for creative talent, fostering innovation and pushing the boundaries of what is possible in advertising. Under Enas's leadership, Cairo Ad School has achieved numerous international awards for its students, marking the first time Egyptian young talent has been recognized on a global scale. This achievement alone speaks volumes about Enas's commitment to nurturing and promoting talent, and her ability to put Egyptian talents on the global advertising map. Enas's impact extends far beyond the classroom. She has graduated over 6000 creatives, trained teams from more than 40 companies, and provided over 12,000 hours of specialized advertising education. Her efforts have resulted in the hiring of over 2000 of her school's graduates, and she has facilitated numerous fruitful collaborations between companies Enas's influence is widely recognized and celebrated.
There are countless testimonials online from graduates and professionals alike, praising her inspirational leadership and the significant impact of Cairo Ad School. In addition to her role at CAS, Rashwan serves as the President of One Club for Creativity Cairo, the international chapter of the leading non-profit organization, The One Club for Creativity. She is also a Juror in One Show Young Ones / ADC, a board member of the Global Educators Summits by One Club, and a member of several organizations, including TED, TEDx USA, and Ad Creative Summits in the UK.
Eman has a Master’s Degree in Mass and Corporate Communication from The University of Central Florida followed by courses on YouTube and LinkedIn on digital marketing and business management. She rolled up eight years of experience in marketing and PR. Eman usually monitors the LAMPAAH team and ensures every assignment is delicately managed to the smallest detail. She developed special acumen in presentation, persuasion, and closing deals. Her hobby is writing, and she has already published her first novel called 'Deco', which was bestselling. She plays padel and likes travelling, which allows her to get to know other cultures more and meet new people.
9+ years of experience in managing online platforms business growth and influencers' marketing campaigns. Highly skilled in Influencer Relations Management, with extensive experience in coordinating advertising and coverage of mega festivals and events. Demonstrated strengths is leading several teams across the MENA region
With over 15 years of experience in MENA, I’ve had the opportunity to lead digital transformation in various industries across the region. This experience has honed my skills in driving growth, strategic planning, performance marketing, data analytics, and consumer insights. I have successfully delivered significant business and people growth at Starcom KSA, winning flagship Global businesses. Beyond strategy, I am intrigued by the psychology of people, which led me to pursue life coaching certificates. This additional experience has deepened my ability to lead with empathy, resulting in transformative results within my team.
Júlia has over 10 years of experience in the music and media industries. Beginning her career as a music interviewer for one of Switzerland's top private TV stations, he toured around festivals speaking to world-renowned musicians like Hardwell, LMFAO, Fun., GIMS and more. Throughout her international career, she has built her skillset and branding expertise at some of the world's most prominent brands including McCann Erickson, Nestle and CNN, before joining MassiveMusic. As director of partnerships for MENA, Julia has been working with local brands and cultural organizations to support the local music industry and catalyze creativity in the region.
Tala Saleh, an entrepreneur at the forefront of Saudi Arabia's creative and cultural scene. Tala has successfully established creative startups over the last decade, and today she is the CEO & Co-founder of Tayb Digital (previously The Studio Upstairs x Anchovy). She earned her BFA in Graphic Design from the American University of Beirut in 2007, and attained her MA in graphic branding and identity from the London College of Communication in 2011. Tala is also known as the Author of 'Marking Beirut' an insight into the social and political graffiti of Beirut city from 2005-2009.
Maria Mahdaly, a visionary entrepreneur, is the driving force behind Rumman Company, an innovative media conglomerate encompassing Destination and Lub Creative. Established in 2007, her firm has pioneered youth-centric initiatives and community upliftment. Rumman's flagship, Destination, boasts comprehensive city guides and lifestyle magazines with a strong digital presence. Complementing this is Lub Creative, a creative powerhouse across all media platforms. In 2010, Maria's company was lauded as the fastest-growing startup in Saudi Arabia. Recognized for her impactful work, Maria featured on Arabian Business Power 500 and Gulf Business' 30 Under 30. A graduate of Dar Al Hekma University in graphic design, she honed her skills at Babson College's Social Entrepreneurship Program. Maria's unwavering commitment to social responsibility and environmental awareness has catapulted Saudi Arabia's budding entrepreneurs onto the global stage, making her a transformative figure in Arab media.
Mike is CEO of Tactical, a creative and innovation agency born from social and inspired by culture. Truth is, prior to founding Tactical 10 years ago, he never worked in the agency world. Having built an app at the beginning of the smartphone era, he quickly realised traditional media wasn’t fit for purpose in the digital age. Leaning into social and mobile, the opportunity to connect brands with culture using the combination of creative, tech and data is what inspired the birth of Tactical. Tactical has grown globally, working with leading brands like Spotify, Prime Video, NFL and Snapchat.
As the former Head of Communications for Google Middle East and North Africa and Netflix. Maha successfully navigated the complexities of communicating brand stories to diverse audiences across different cultures, languages, and markets. Maha is an entrepreneur and strategic communications advisor with over 30 years of experience advising global corporate giants, high-growth tech startups, top governments, and high-net-worth individuals. She has advised high profile figures such as Gary Vaynerchuk, Deepak Chopra and more.
HE Dr. Rolando Zubiran Robert, a pioneer in economic policy and innovation, boasts a distinguished career spanning government, entrepreneurship, and academia. Notable roles include Minister of Economic Development in Nuevo Leon, Mexico, and Director General of the National Institute for Entrepreneurship. A tech visionary, experience economy expert and founder of MESMR, driving immersive experiences for businesses. Dr. Zubiran’s media and entertainment impact is seen as Board Member of Beacon Media, Global Film and Entertainment Company Co-Founded by Dr. Deepak Chopra. Holding degrees from prestigious institutions such as Oxford, he's a MENSA member and a Fortune 500 consultant.
Having joined GREATIVE agency (former Grayling Eurasia) in 2005, Eugenia since then has been developing the team and the business, driving strategies and creative campaigns, finding and growing industry’s best talents - and winning international awards. Eugenia specializes in creating meaningful impacts via communications campaigns, providing C-level strategic advice and delivering business-oriented results to her clients. She supports female leadership and business equality through GWPR.Eurasia non-profit association. Eugenia led the business up to «The Best Agency in Russia and CIS» according to Sabre Awards 2021. Her clients include 50+ brands from the Fortune 500 list.
Waseem Afzal brings 19 years of Media and Ad-tech experience to the table. With leadership roles at Omnicom Media Group and TikTok, he's well-versed in consumer behavior and technology. Waseem is now running a bootstrap startup, www.platformance.io, focused on aiding e-commerce and app-based advertisers in the MENA region. His passion lies in making advertising more effective in the digital platformization era.
Dennis de Rond, visionary founder of Skyne, is one of the most prolific individuals in strategic branding and design. With his offices in KSA, UAE and the Netherlands, he's worked with global giants across diverse industries, from FMCG leaders to financial firms and entire destinations. His portfolio includes iconic names like Rainbow Milk, Nike, Coca-Cola, Masafi Water, Unilever, and many more. Over his illustrious 25+ year career, Dennis has lectured at Master Design Universities in the Netherlands and been a partner for renowned branding firms such as FutureBrand New York and Designbridge London. His work has earned him the prestigious Red Dot and Transform Awards. When not being a creative director, he is training for the ClipperRace to sail from Zhuhai to Seattle across the North Pacific Ocean.
Been in content creation professionally for 6years+ , from small start-up to production, it’s the agency life that caught me. Truth to be told, I held my first camcorder when I was 11, a gift from my dad who thought I needed some distraction…. Not sure about distracting but it triggered my curiosity, which turned into a passion. The shutter’s sound, the film, the pressure of my finger before shooting. Fast forward, digital has taken over, scrolling on social media has become a hobby, content creator has become a job. From behind the camera, I jumped front and launched my own channel, some sort of journal, an invitation to see the world through my lenses. Music addict, you could catch me if you’re very lucky lip-syncing the backstreets boys while cruising… although I must admit, the sound of the engine is often what really resonates with me. I owned 6 cars, couple of dirt bikes, ate sand, get lost many times, deflates my tires often enough to know that the desert can be a very cold space. Yet the feeling of freedom is the same every time. I have the nature at heart, and when wandering the ground of the planet becomes so crazy, I dive into the mysteries of the ocean, dreaming of a better world.
From covering Egypt’s football derbies to regional conflicts and global economic events, Alaa’s career spans more than two decades in the Middle East and Europe. He joined SRMG from Bloomberg News, where he spent 13 years in Cairo, Dubai and London. Alaa’s passion for training started at Reuters in 2004, when he was one of the news agency’s graduate trainees in London under the legendary Keith Stafford (now an SRMG Academy Fellow.) He covered major stories in his native Lebanon, Sudan, Iraq and Egypt, before joining Bloomberg, where he worked in key positions in the Middle East and North Africa. His last role was managing editor for economics in Europe, overseeing the coverage during the height of the Covid pandemic.
Born and raised in Saudi Arabia, Haitham began his advertising career in Leo Burnett Cairo where he managed strategic communication in Egypt, then returned to Saudi Arabia to join JWT in Riyadh Mullen Lowe & Fullstop He kept carving his way to the top becoming the General manager of Fullstop after a while he moved to leading one of the biggest saudi production house: Made in Saudi Films.
Phil Robinson is Head of Data Science and Insights for EMEA at Bloomberg Media. Phil is responsible for delivering actionable audience insights and developing a data led approach to content development through Bloomberg's proprietary data science platform BloombergAiQ. He also conducts in depth research studies across key industries and oversees the measurement of media partnerships across the entire Bloomberg media ecosystem. Phil also consults with advertisers and agencies sharing insights from an elite audience’s unbiased perspective of a brands health through the Bloomberg Brand Accelerator.
A highly recognized Senior Colorist from Cairo, Egypt and founder of Lizard, established in 2013. Mira works in all genres of media: mainly TV Commercials, but also Films and music videos. With a very wide exposure of clients, he works with multinational advertising agencies and production houses in Egypt ,the Middle East and Europe. Having won many world-class awards in the region, such as Dubai Lynx, and in the world, such as Cannes Lions , D&AD,Clio Awards and many others. In films have been co producing since 2016 and one of his productions “sixteen” won Palme d’Or at Cannes international film festival 2020.
Vish is heading up a new agency that will change how people and brands connect. He is launching AX in the region, to help brands maximise the quality and depth of engagement at every touchpoint.
Khaled is a pragmatic business leader who is fascinated about business and their inner workings. A former global executive leading Marketing, Branding, Public Affairs and Communications operations for Europe, Central Asia, Middle East & Africa Region. Currently the CEO of TOUGHLOVE Advisors - a new business, strategy, marketing and branding advisory firm. He has more than 30 years’ experience, which started in advertising and then continued in international sales, marketing, and branding in FMCG (B2C) and Food Packaging Industries (B2B), including Tetra Pak and The Coca-Cola Company. Khaled has a Bachelor of Commerce degree from Concordia University - Canada and has completed several executive programmes in leadership and management at Ashridge - UK, IMD - Switzerland and Harvard Business School - USA. He is an active investor in technology, beverages, hospitality, sports marketing, and finance. Born in Beirut, he is a Canadian citizen and has lived and worked in 15 countries and now calls Dubai home. Khaled is also the Chairman of The Marketing Society - UAE and is a very well-respected business leader, public speaker, marketer, and mentor to young entrepreneurs. Khaled is also a published author of a book titled “This Is What Tickles Me” and a co-author of a book titled “MADE WITH TOUGHLOVE” – Real Life Business Stories.
Faisal Alsaif, Founder of Tech Pills the biggest Arabic Technology Content Network. Tech Pills became a productions house for content on all main stream social platforms. Faisal is a Technology Influencer and Aircraft Engineer by Trade. Awarded by Many sectors and entities in Saudi Arabia, Regionally and Internationally. Awarded as the Top Technology Influencer by HHS Mohammad Bin Rashid at the Arab Media Summit. Awarded by YouTube, Tech Tok, Arab Contnet Summit and Many More Faisal Tech Network is at 16 Million Followers & Subscribers.
Haitham Al Busafi is a highly experienced architect and media professional with over 12 years in the field. He holds an M.Arch degree from the University of Applied Arts in Vienna, where he honed his skills under the mentorship of architects like Zaha Hadid, Kazuyo Sejima, and Hani Rashid. Haitham's work seamlessly blends physical and virtual spaces, utilizing advanced design techniques and virtual reality. He is also the founder of Beyond.xyz, a leading Virtual Production technology company in Saudi Arabia, dedicated to revolutionizing the content creation process by merging technology with emotions.
Lars is a versatile and passionate business strategist with over 8 years of experience in changing businesses inside out by creating integrative human-centred structures. With a strong background in finance, human resources, strategy, culture change, process optimization, partnerships, and coaching, Lars has practiced his craft within NGOs, banks, and startups in Europe, Africa, and North America. With a successful transformation at a global organization, launching new ventures in various industries, and guiding entrepreneurs to incorporate new structures, Lars experienced multiple setbacks and challenges that equipped him to enable others with the creation of conscious ventures.
Leading Kijamii’s Saudi Arabia business, Omar is a media, marketing and advertising veteran with an affinity and expertise in crafting impact-driven creative and communication strategies for some of the biggest brands in MENA.
Amit Nayak is Bloomberg Media’s Managing Director for the Middle East & Africa, overseeing all advertising, sponsorship and strategic media & custom content partnerships across Bloomberg.com, Bloomberg TV, Bloomberg Live Experiences, Businessweek and the Bloomberg Terminal. Since joining Bloomberg in 2014, Amit has focused on growing the commercial business through a series of multi-media & event partnerships with government and corporate entities as well as helping develop strategic partners for unique initiatives such as the Bloomberg New Economy Forum and Qatar Economic Forum Powered by Bloomberg. Prior to joining Bloomberg, he worked for The Wall Street Journal in London before being transferred to Dubai to set up and run their commercial business in the Middle East & Africa. During Amit’s time in London he also worked for Mindshare and BBC World News. Amit was born in the UK, grew up in Saudi Arabia before returning to the UK where he completed his schooling and graduated from Kingston University with a B.A. Honors in Business Economics followed by the M.A. Honors in International Business & Management from the University of Westminster. Amit lives in Dubai with his wife and two children.
Brand Director for HungerStation with 17+ years of experience in Brand Building, Strategic Marketing, and Campaign Management. Formerly, Senior Marketing Manager for Samsung handling the marketing activities for Samsung Mobile in KSA. Passionate for everything related to Creativity, Tech and Digital Transformation. Graduated with Bachelor’s in Marketing then attained a Master In Digital Transformation from Barcelona University. Acquired the first Cannes Lions Grand Prix for a Saudi Brand. Strategic Leader focused on bringing innovative marketing strategies from concept to implementation to drive brand awareness, customer engagement, lead generation, and client acquisition.
Dina leads Consumer Marketing at Google MENA looking after core products such as Search and Android. In her time at Google, Dina has worked on connecting Google’s brands with the MENA consumer through localizing products and building resonating stories. She has led campaigns for major launches for Search, Android and YouTube through her strategic approach to creatives and media. Dina also brings experience from Kellogg’s where she has worked as a Brand Manager leading the Pringles brand. Her expertise in Tech and FMCG gives Dina a unique perspective into brand management and creative storytelling that resonates with the Saudi consumer.
Kabelo spent the better part of the last two decades delivering business results and awards for one of the largest, most prolific TTL agencies in the world, on behalf of the most iconic global brands. From the Coca-Cola Company to South African Tourism, he’s helped shape some of the most evocative chapters in these brands' stories. In his role as Strategy Director at Accenture Song, Kabelo defines his core deliverable as connecting people with culture-shifting ideas. Because he believes that the implementation of sustainable ideas is our most valuable replenish-able resource; now more than at any other time in our collective history do we find ourselves where ideas have the potential to add exponential value to people’s lives - with marketing technology acting as the spine that holds together more complete creative solutions.
Mario possesses an impressive background spanning over a decade, during which he has successfully led diverse teams across Media, Creative, Design, Data, and Technology. His proven ability to deliver an omni-channel winning approach to clients highlights his invaluable expertise. Furthermore, he has demonstrated his leadership by launching and building creative, social media, UX/UI, and CRM teams, that also enrich the overall media proposition itself. Mario has enjoyed a rich work experience in the UAE, KSA, USA, and Lebanon across a diverse range of industries and brings a wealth of experience across all touchpoints. Mario is also multiple-time award winner across multiple Award Ceremonies, a 2016 Effie Awards Official Judge, and the recipient of the Publicis Star Reacher Award.
Khalid lives by the motto “motivated by the possibility of future regret”. A UTSA graduate, built his experience over 10 years in Advertising with Leo Burnett, TBWA and most passionately with The Fullstop. Khalid believes advertising has the responsibility of enriching peoples’ knowledge and shedding light on social matters. He is living this notion with his co-created brand “Love your Mama”.
Faisal with his wealth of experience in Consumer Intelligence has been a strategic research partner to a number of leading brands in the Middle East region. He is a big proponent of technology and with an unwavering belief in the potential of AI, he strives to establish AI-powered Market Research as the cornerstone of informed decision-making. In his current role as Vice President Strategy & Insights at Sila he leverages massive AI generated consumer data to create future-proof strategies for business leaders to outhink and outperform their competitors.
Throughout my journey, I have gained invaluable experience, knowledge, and skills, all of which have enabled me to transform the seemingly impossible into the achievable. With each new content creation project, I was introduced to an incredibly dynamic market which granted me the chance to represent Saudi culture to the world. This urge gave me the drive to inspire and motivate young Saudi talent to create remarkable local content, consequently establishing Nuss as a space for young, ambitious Saudis. In addition, I have been presented with numerous opportunities to explore cutting-edge global best-practices, collaborate with accomplished professionals, and cultivate my individual and professional qualities. As such, I strive to be acknowledged as a trailblazer of content development in Saudi Arabia, and lead this industry to compete worldwide.
With a BS degree in theoretical computer science from NDU Lebanon, Ziad started his career as a software engineer, working on digitalisation projects for brands around the Middle East. He discovered his creative side and nurtured it, as he joined Bold Agency KSA, eight years ago, where he was able to create several award-winning campaigns by finding meaningful and innovative usages of technology in the communication field. Today, Ziad is a partner in the Bold Group and currently leading 'Bold Experiences' - a department specialising in brand innovation, design, and technology.
As a leading expert in strategic use of music and sound, Gus has worked with many of the world’s leading brands to craft and implement sonic brands, music campaigns, and product sound design all over the globe. His work has been heard by billions of people (whether they realize it or not), and has shaped the way brands unlock the power of music and sound today. Gus has a particular interest in exploring emerging technologies and finding creative ways humans can interact with machines. When not involved in sound strategy, he’s usually involved in high-adrenaline sports.
Ibrahim is a seasoned marketing entrepreneur with a career spanning decades, notably as the Middle East Marketing Director at Apple Computer. Then, in 1994, he co-established IDentity, Dubai’s first brand consultancy. He moved back to Beirut in 1999, and headed Brand Central, then back to Dubai in 2020 to join Brand Lounge. Ibrahim has co-created many iconic brands such as Emaar, Dubai Economic Department, the American Hospital, and Abu Dhabi Water and Electricity. His creative prowess earned him accolades like the Conqueror Design and Dubai Quality Appreciation Awards. Besides his remarkable career, he’s a published author and a university professor.
Over her 15 years in the industry, Noor has played roles as both strategist and creative within some of the biggest and most awarded agencies in the Middle East. She brings a unique perspective to the table, emphasizing the symbiosis between creativity and strategy in creating work that is not only effective, but that people will want to spend time with.
Mariam is an accomplished Strategist with years of expertise spanning diverse industries, from automotive, F&B, and hospitality to FMCG, e-commerce, banking, and tourism. Passionate about integrating digital trends and cutting-edge research methodologies, Mariam possesses a proven track record of driving success through innovative strategies. Growing up in the region and armed with a master’s degree in design Innovation Management from Loughborough University, she brings a profound understanding of the region to her work. Her dynamic approach and adeptness in design thinking frameworks, data mining, and consumer journey analysis make her a catalyst for impactful transformations in marketing and advertising, delivering remarkable results for her clients.
Specialist in digital and media partnerships with a consultative approach to problem solving. Dal's educational background includes degrees in Economics (Bsc) and International Management (Msc) where he developed an interest in consumer behaviour and psychology and in particular in the digital world. With 12 years of digital marketing experience spanning media companies such as Yahoo, Mail Online, Spotify and Seedtag, Dal has extensive experience in the marketing space. Over the years he has helped global brands and developed relationships with household brands across 4 different continents. At Spotify, where he served as a member of the European leadership team, he was the first programmatic commercial hire launching the programmatic audio narrative and offering to European and Asian markets. At Seedtag, Dal is leading global partnerships and responsible for new market entries, working with global technology, brands and agencies to offer highly engaging solutions served in contextually relevant and brand safe environments.
Anaïs Bachet is a highly regarded therapist specializing in Jungian psychology, neuroscience, high-level coaching, NLP, cognitive-behavioral therapy, and somatic release experiences. As an expert in trauma recovery and a consultant, Anaïs has made significant contributions to numerous NGOs. Her impactful keynote speeches and engaging presentations showcase her ability to translate complex psychological concepts into accessible language, inspiring individuals to unlock their inner strength and resilience. With unwavering dedication, profound expertise, and a compassionate approach, her commitment to empowering others to transcend their past traumas and embrace a brighter future has earned her a well-deserved reputation as a powerful force for healing and personal growth.
In her role as the Head of Design & visual communications Department, Hiba seamlessly melds industry experience with pedagogy. With a decade of industry immersion, she has catered to a diverse clientele, including startups (GOAL!, HoloFair, theHANGOUT...), prominent organizations (American University of The Middle East, Eton, Dubai Police department…), and international agencies (Grey Group, JWT, and Draftfcb).
Her professional portfolio encompasses brand initiation and enhancements, strategy, and the execution of advertising campaigns across various sectors & channels. In addition to her teaching role, she continues to actively engage in freelance projects, maintaining presence in the dynamic world of visual communication.
With a reputation as a forward-thinking digital expert in the MENA region, Nadeem Ibrahim has earned accolades in the industry for his exceptional expertise and strategic vision. As the Head of Digital at UM KSA, he offers over 16 years of experience, driving audience-centric strategies and delivering valuable insights to clients in the Kingdom. Nadeem's passion for data and analytics fuels his commitment to keep clients ahead of the curve by leveraging cutting-edge technology and innovations.
Karl is the Co-Founder & Head of Vamp Middle East, an influencer and content generation marketing platform originating as a tech start-up in Sydney, Australia in 2014. The Vamp platform was created to seamlessly connects brands to social content creators and influencers who specialize in high-performing, mobile-first creative content. Karl moved to Dubai In 2017 to set-up the Vamp Middle East office. Since then he has worked with some of the leading global and local brands throughout the Middle East including Nike, McDonalds, Neom, Emaar, Careem, Marks & Spencer and Ikea.
Khalid Ali Alshohaib Dr. Khalid Ali Alshohaib is an Associate Professor in Advertising Communication, Jeddah College of Advertising, University of Business and Technology. Specialist and expert in public relations and communication. Former Director of the Public Relations Department in the Saudi National Guard. An academic and a researcher in media and communication affairs. Dr. Khalid works as a consultant and a faculty member in addition to being the Director of the Master's Program at the University of Business and Technology in Jeddah since 2018. He participated in many scientific conferences since 2005.
A communications and media professional who has worked across the Gulf and MENA region for over two decades, Alex Malouf’s expertise lies in helping organisations understand how they can best build and develop their reputations. Alex has worked across a range of industries, including energy, engineering, FMCG and manufacturing. His interests include how sustainability and technology can come together to create meaningful impact for industries and communities alike. A UK national, Alex is currently based in Riyadh, Saudi Arabia, where he is Executive Director for Communications and Public Relations at the Kingdom’s first electric vehicle brand.
Nancy Bahmad is a journalist and TV presenter with over seven years in the media industry. She's known for hosting a variety of shows and excels at interviewing niche and high-profile individuals. Currently, she's a journalist and presenter at Forbes Middle East, focusing on online and TV programs, particularly in the digital media realm. Nancy's ability to engage and tell compelling stories makes her a respected figure in journalism.
Melis Ertem With nearly two decades of experience in the telecommunications industry, Melis Ertem is a seasoned expert specializing in Modern Marketing, Consumer Services, and Business Development. Melis Ertem started her journey by establishing and leading Turkcell's Mobile Marketing & Advertising Division, where she transformed it into a highly successful enterprise. Notably, she pioneered the world's first ringback tone advertising platform, "Tone&Win," which received prestigious industry recognition.
In her subsequent role as Consumer Product Marketing Director, Melis Ertem oversaw multiple product categories, achieving significant growth and elevating annual turnover to impressive levels. Since 2013, Melis Ertem has been providing invaluable insights as a trusted Digital and Modern Marketing Consultant, collaborating with operators, agencies, and brands to enhance their marketing capabilities and effectively engage their target audience. Currently serving as the MENAT Regional Director at MMA Global, Melis Ertem plays a pivotal role in helping players in the marketing industry shape the future of marketing.
Mo is a seasoned branding expert and design professional with nearly two decades of experience crafting design-driven solutions. Before this, he was the Regional Creative Director at Landor & Fitch in Singapore, directing the creative vision for vast corporate identity projects across Southeast Asia. Mo has also managed high-profile corporate identity projects across the Middle East. These include managing Saudi Telecom’s (STC) brand refresh in Riyadh. Mo has actively participated in numerous design panels and presentations. He is also a contributing author to the "Brand Bible: The Complete Guide to Building, Designing & Sustaining Brands.”
An Egyptian born Director and artist based in Cairo. Graduated from the faculty of Fine Arts, Helwan University in 2008 with Honors. Moftah worked for more than 15 years in multinational advertising agencies such as FP7 and Leo Burnett Cairo as a creative and made many notable work contributions for both local and international clients. Mohamad has kept his focus primarily on painting and design throughout the years. Along with painting, Moftah is currently working as a Director for both commercials and film. Moftah has participated in various local and international exhibitions.
I started my creative journey at Bold Group six years ago. Equipped with a Bachelor's degree in Graphic Design and Digital Media, I honed these skills and gained valuable experience during in the two-year at Bold. However, After these two years, I aimed to get Master's degree in Communication Design at RMIT University in Australia. . As a creative individual with a deep passion for storytelling and design, I have dedicated myself to creating narratives that speak with people deeply and emotionally, fostering empathy and understanding for the many complex issues we face as a society.
A Saudi Digital content facilitator, Khaledia helps teams and creators create. By empowering them and improving their skills and capabilities in the digital content industry. Khaledia is a creative visionary in the world of marketing and advertising, with a wealth of experience leading and inspiring creative teams to reach unparalleled heights in achieving marketing and branding excellence. He works as a creative director at Sella e-commerce company. He founded the Content Factory, an educational platform for creators specializing in the field of content creation So far, it has trained more than 5,000 trainees in more than 34 countries around the world
Interested in technology and presenter of the Tech Plus program on Al Sharq Channel
Areej Al-Abdullah is a youth media activist, who starred on the Rotana Khalijia channel. She also participated in a programme on the Quest Arabia channel and a TV programme on the Emirates Channel.
Areej has graduated with a Bachelor's degree in Law and also holds a diploma in cyberpsychology. Currently, she works as Digital Marketing Specialist at Triangle Company.
Majed Ballith, a seasoned Senior Copywriter at The Fullstop, boasts over 7 years of crafting compelling narratives. His creative brilliance has earned him two prestigious awards, and his work on numerous monumental campaigns has left an indelible mark in the industry. Majed's passion for uplifting creativity in Saudi Arabia is the driving force behind his remarkable contributions to the world of advertising and storytelling.
Since 2008, Katie has become an integral part of the UAE's vibrant media and events scene. Renowned for her unwavering commitment to excellence, Katie has garnered a stellar reputation as a go-to presenter and voiceover artist. With a perfect blend of passion, professionalism, and heaps of personality, Katie effortlessly commands any stage she sets foot on. Her natural presence, boundless energy and quick wit add an extra layer of charm. She currently hosts the popular daily TV show 'DXB Today' on Dubai One TV, solidifying her position as a captivating and influential figure in the media industry.
A graduate in hotel management, Ian Fairservice moved from Assistant Manager of the prestigious Grand Hotel in Eastbourne to take up the role of Deputy General Manager in Dubai’s second five-star hotel (Excelsior, now Sheraton) in January 1978. With media in its infancy, Fairservice identified the opportunity to launch the county’s first magazine and set up his media business, Motivate Publishing, in June 1979. Together with his partner, Obaid Humaid Al-Tayer, he has seen the company develop into one of the most successful media houses in the region. Publishing a wide range of award-winning magazines and books along with diverse media interests across digital, content, events and cinema, Motivate has a team of more than 200 media professionals in a network of Middle East offices. What’s On, Gulf Business, Emirates Woman, Identity, Golf Digest, Campaign and Business Traveller are some of Motivate’s established consumer and trade brands with websites that reach an audience of more than two million people each month. Motivate’s book division was founded in 1986 and has more than 300 titles in print including many from well-known authors such as Sir Wilfred Thesiger, Ronald Codrai OBE, General Sir Peter de la Billiere, and British royal photographer Lord (Patrick) Litchfield. Motivate published My Vision, an autobiographical account of the development of Dubai by its Ruler, HH Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the United Arab Emirates. Eight different language versions of My Vision have now been released. Further books by His Highness include Poems from the Desert, Spirit of the Union and Flashes of Thought. The company has several successful joint venture partnerships across a wide-spanning media landscape including their cinema advertising business, Motivate Val Morgan, which exclusively represents more than 90% of the cinemas in the Middle East including the three key operators in Saudi Arabia. Fairservice has been the Middle East representative of the Cannes Festival of Creativity since 2000. In March 2007, he founded the Dubai Lynx Advertising Awards and Festival of Creativity for the Middle East & Africa in partnership with Lions Festivals. Ian is also the Chairman of Athar Saudi Festival of Creativity.
A passionate communicator, prominent strategist, experienced advisor, and empowering leader, with deep knowledge and understanding of the MENA Region’s communications industry, Mohamed Al Ayed came to prominence in 1998 when he established TRACCS in Jeddah, Saudi Arabia. Since then, he has grown the single operation to become the largest independent and homegrown communications consultancy in MENA, with 14 offices across 13 markets, serving a diversified portfolio of clients including government entities, MNC’s, family run businesses, corporate giants, local companies, and NGOs. For the past 25 years, under Mohamed’s leadership, TRACCS has been inspiring, driving, and leading the evolution of communications in the Middle East and North Africa into a gamechanging industry with the power to influence positive change and deliver present and future impact. He has built a team, comprising local market experts and Arabic-speaking communications professionals, that continues to provide real time, strategic communications insights and develops and deploys optimal, high-return communication programs for some of the most influential, complex, and mission-critical organizations operating in the region. Mohamed has helmed TRACCS’ efforts in becoming the preferred communications partner for several national champion organizations in Saudi Arabia, and in sustaining its commitment to nurturing the talent of young communicators across region. Mohamed has provided counsel and communications training to hundreds of senior government officials and C-suite executives and led strategic communications program for a wide array of high-level government and private organizations across the region, including the Public Investment Fund of Saudi Arabia, Mastercard, Pepsi, Saudi Data and Artificial Intelligence Authority, Ministry of Communications and Information Technology (KSA), Olayan Group, Diriyah Gate Development Authority, Toyota Motor Corporation, DHL, Careem and Four Seasons Hotels & Resorts among others. Mohamed also serves as the principal trainer for ENRICH, the proprietary communications training program of TRACCS, and to date, has conducted over a thousand individual and group training sessions delivered exclusively and through workshops, seminars, and webinars, covering more than 2,500 beneficiaries. Mohamed is a certified trainer of the Public Relations Communications Association (PRCA).
Justin Harper is the editor of Campaign Middle East. He is an experienced business journalist and editor who has worked for the BBC, Daily Mail and FT Business.
