Bringing together communicators from across the MENA region to examine cultural nuances, varying psychologies, digital platforms and strategies.
Learn from award winning campaign success stories about the most important cultural nuances, tools and trends for reaching audiences across the region.
| 08:30 |
BREAKFAST & REGISTRATION |
| 09:00 |
WELCOME – GLOBAL DIGITAL PR OVERVIEW |
| 09:15 |
PR & SOCIAL MEDIA TRENDS TO WATCH IN 2020 AND BEYOND: PRESENTED BY TALKWALKERLama Abdelbarr A keynote that centers on trends that every marketer will be discussing next year, and for years to come. As the lines between PR, Social, and Digital become increasingly blurry, Talkwalker will share exclusive insights from their original research on the global state of PR in 2020. The insights will be focused on how brands and agencies can unlock a competitive regional advantage based on market maturity and actionable ways to use social listening to create bigger PR impact. From the rise of TikTok to the growth of video, from the growing significance of brand trust, to the acceptance of AI – Talkwalker will also shed light on the hottest 2020 social media trends as defined by 50+ global and regional industry experts. |
| 09:45 |
USING STORYTELLING TO CREATE ENGAGING CONTENT FOR ARAB AUDIENCESDelphine Edde Partner, Webedia Arabia Webedia Arabia is a leading media and entertainment company that engages audiences with passion through its publishing channels in fashion & beauty, food, parenting, pop culture and gaming/esports. The company helps businesses connect with Middle East consumers efficiently and effectively through strategic, insight-driven, culturally-led and creative solutions. A key player in the digital space, Webedia Arabia now forms one of the largest digital networks in Arabic, with 30million followers across social digital platforms, 24million YouTube subscribers, and 4million monthly unique visitors on its digital publications. Its wide reach and unique access to consumers provides a wealth of data and insight into current Arab consumer behavior and trends, demonstrating its unparalleled knowledge of the Arab consumer in a fast-paced digital world. Webedia Arabia recently launched as a result of a merger between Saudi-based online entertainment network, UTURN Group, and digital media company, Webedia, to create the Arabic media and entertainment powerhouse. With almost 70% of the total population online, the Middle East has one of the highest internet penetration rates in the world, Webedia Arabia lives and witnesses trends as they happen, which allows them to translate the content into culturally-driven content |
| 10:15 |
KEYNOTE SESSION: PUTTING MENA ON THE MAP: GETTING GLOBAL RECOGNITION FROM A REGIONAL ROLEHenry Windridge Head of Brand, Middle East & Africa, Discovery Gaining international recognition for regional campaigns and activations is one of the hardest elements of any MENA-based role. In this motivating keynote, Henry Windridge will unpack some of the key ways you can ensure that your hard work is recognised across the globe, using examples from trail-blazing regional digital campaigns. |
| 10:45 | COFFEE BREAK |
| 11:00 |
KEYNOTE SESSION: MONKEYS AND PSYCHOPATHS II: MORE LESSONS FROM CRAZIESJoe Lipscombe Director of Content and Influence, Ogilvy Over the course of the last three years, Joe Lipscombe has been digging into the world of those without conscience to figure out how the art of storytelling is abused for political and financial gain, and how we, as communicators, have an obligation to fight back against the trend. Now, he’s taking us back into the world of crazies — but this time on a slightly more light-hearted journey. Monkeys and Psychopaths II explores the lessons we can learn about the art of storytelling through examining the deranged mind. A relevant and surprising talk, set to a unique backdrop, Monkeys and Psychopaths II will equip viewers with a broader understanding of why stories impact us the way they do, how they’re used for personal, political, and financial gain, and how we can develop our storytelling for the modern, digital era. |
| 11:30 |
PANEL DISCUSSION: WHAT CLIENTS REALLY WANT FROM YOUR AGENCYWhat do clients really want from their PR agency? A panel of in-house communications professionals from top brands will tackle the question to shine a light on the attributes they consider most important when selecting and retaining agencies in the digital age. Featuring: Prof. Harris Breslow — Professor of Mass Communications, American University of Sharjah Nathalie Garino – Deputy General Manager – Sales & Marketing, Arabian Automobiles Infiniti Sami Moutran – PR Director, Emaar Group David Bishop – Director Communications, EXPO 2020 Moderated By: Tariq Al Sharabi – Managing Director, Cicero & Bernay Public Relations |
| 12:00 |
KEYNOTE SESSION: LEVERAGING DATA FOR DIGITAL COMMUNICATION STRATEGIESMohammed Ahmad Ajawi Managing Director, RAW Agency There is way too much data in-hand provided by smart tools and large platforms. The brands’ key challenge today is leveraging the data to guide the content directions and facilitate development of digital communication strategies. This session will focus on the data journey from providers’ dashboards to the impact on communication strategy. |
| 12:30 |
KEYNOTE SESSION: THE IMPACT OF PODCASTING IN DIGITAL COMMUNICATIONSCheryl King markettiers Very soon, the UAE could lead the way in world podcasting. From the speed of adoption to the trust factor already in place, the UAE is set to sprint ahead of podcasting’s power markets. Data shows that the medium is quickly taking over hearts and minds here, with 16% of the population now tuning in at least weekly. In listenership, the UAE is on par with the UK, and creeping up behind the USA – for now the world’s premier podcast market. Brands need to pay attention to what’s happening as a young, vibrant and unflinching trend continues on its impressive trajectory. The engagement metrics are unbelievable, listener spend power is incredible, and a few trailblazers have shown what’s possible in just a short space of time. The session will cover the seismic opportunity for brands to get significant purchase – and extract huge value – using a format with a unique ability to engage, enrich and reach demographics on a rewarding new plain |
| 13:00 |
CLOSE COMMENTS |
| 13:15 |
LUNCH & NETWORKING |
Talkwalker
Lama Abdelbarr leads on digital communications for Middle East & Africa at Talkwalker, a global media monitoring and social analytics company. She manages integrated digital marketing and communications activities, which support Talkwalker in empowering over 2,000 brands and agencies to optimize the impact of their communication efforts.
Managing Director, RAW Agency
Managing digital agencies does not come without a line of successful campaigns for high-level clients. Over his illustrious career, Mohammed handled local and multinational brands, amounting a professional experience in developing brands strategy, data analytics, comprising project management, tech development, and SEO as well as traditional and new-age media. He is a team leader with a keen eye for perceiving clients’ needs and translating them to captivating ideas and campaigns.
Managing Director, Cicero & Bernay Public Relations
With over fifteen years of experience in the PR industry, Tariq has carved a career out of using his insider knowledge of local and regional business environments to gain maximum exposure for the agency’s clients. He has been a driving force in the agency since its inception, having played a substantial role in business development, and is responsible for the acquisition of some of the agency’s key clients and personnel…
Chief Executive Officer, Webedia Arabia
Karim Daoud is the Chief Executive Officer of Webedia Arabia, the media and entertainment
company responsible for connecting businesses with Middle East consumers efficiently and effectively through strategic, culturally-driven and creative solutions.
Part of an international company, Webedia Group, the company was established in 2018, following a merger of digital media company, Diwanee (Yasmina.com, 3a2ilati.com, AtyabTabkha.com and Millennium) and Saudi-based online entertainment network specialized in Arabic video content, UTURN Group (UTURN Entertainment, Fullstop Creatives and Made in Saudi Films).
Having started his role as CEO of Webedia Arabia in January 2019, Karim spearheaded this merger, bringing together various stakeholders and entities under one organisation. He has been instrumental in ensuring a seamless post-merger integration process as well as assembling a knowledgeable and experienced leadership team. In the short time since his appointment, he has led Webedia Arabia to gain a large share of the region’s growing digital content market and propelled the company onto a path for accelerated growth.
With extensive experience of more than 20 years in the fields of telecom, media, publishing, and technology, Karim has become known as a veteran in the world of content production. He spent the last 15 years of his professional life leading teams on several missions including the rebuilding of a TV network in post-war Iraq, the launch of a Saudi triple-play digital content platform, and the introduction of digital education solutions to schools and universities across the Middle East.
markettiers
Cheryl has over 12 years’ experience working on award-winning campaigns in the UK and MENA region both in broadcast and traditional PR. Cheryl heads up the MENA operation of broadcast specialist consultancy, markettiers having been in the region for over 5 years.
An evangelist of the power of broadcast media and digital to reach core and new audiences, Cheryl has worked on a number of firsts for the region – including the first live and interactive streamed broadcast to a media portal back in 2015, and the first ever podcasting report in the UAE.
Director of Content and Influence for Memac Ogilvy’s PR
Joe is the region’s Director of Content and Influence for Memac Ogilvy’s PR & Influence capability.
Based in Dubai, he oversees editorial strategy, planning, and execution for regional projects and agency clientele, leads influence and delivery, and plays a crucial role in creative strategy. In this position, he sits at the main point of creative and strategic integration between PR & Influence and the rest of the agency.
Despite his title, Joe wears multiple hats in the Ogilvy offices. He’s a key member of the regional training team, has led on neuroscience research, and is a keen thought leader and author of industry-related titles and articles.
Head of Brand, Middle East & Africa – Discovery
The chance to run all things brand for the world’s biggest real-life entertainment company saw Henry move to Dubai in late 2017 to join Discovery’s Africa and Middle East team. Running ad sales, PR & marketing, digital, and research in 64 markets and with 18+ channels, including Food Network, TLC, Discovery Channel, HGTV and Fatafeat (the Middle East’s biggest Arabic food channel), he’s become very familiar with the phrase Inshallah. Before Discovery, he was London-based as Head of Marketing at Global, one of the UK’s largest media and entertainment groups with over 24 million weekly listeners across its radio portfolio that includes Heart, Capital FM, LBC and Classic FM. Prior to that he was at Hearst magazines and ITV. It wasn’t always thus — preceding his time in media, he completed a PhD in American foreign policy at UCL in London.
