The future isn’t coming, it’s already here. At the Campaign Breakfast Briefing: The Future Is Now, we’ll explore how the frontiers of commerce, culture, creativity and technology intersect — shaping the future of marketing.
Delving far deeper than surface-level trends, this event answers tough questions and transformative forces redefining the Middle East marketing landscape — from reimagining commerce media accountability in the AI age to strategising smarter scale outside walled gardens. We’ll explore whether the open web can carve out its space amid dominant platforms, analysing the systemic shifts required for agencies publishers, and brands to unlock true performance and creativity in a fragmented landscape.
The discussions will also navigate recent technological leaps. Industry experts will discuss the new reality of hybrid human-AI teams — where agentic AI systems become collaborators and marketers must adapt, harnessing uniquely human strengths to guide, inspire and safeguard brand value. Throughout the event, expect bold challenges, actionable strategies, and a clear-eyed view of the future — all designed to equip you for the new age of accelerated, accountable and human-centred marketing. Join us on 12 September at the Metropolitan Hotel Dubai to connect with the region’s leading minds and future-proof your strategy.
When:12/09/2025 8:00 am
Where:Metropolitan Hotel, Dubai (location map)
Highlights Video
Full Video
Agenda
8:00am: Registration & Breakfast
9:00am: Welcome Address by Nadeem Quraishi, Publishing Director, Campaign Middle East
9:05am: Chair’s Opening Remarks by Anup Oommen, Editor, Campaign Middle East
9:15am: Fireside Chat: Rekindling the spark of discovery: AI, emotion, and the future of shopping
Shopping has always been more than a transaction. It’s social, it’s cultural, and it’s emotional. But in today’s digital-first world, efficiency has edged out delight. Shoppers are getting what they need, but not always what they want – joy, surprise, and connection.
This fireside chat will unpack how AI-powered commerce can reignite the emotional side of shopping, while still delivering the performance marketers demand. We’ll explore how first-party data, interoperability, and responsible AI can cut through complexity to create experiences that feel less like algorithms, and more like serendipity.
You’ll hear how brands and marketplaces can:
- Simplify complexity. Use automation and commerce data to bring clarity to a fragmented ecosystem.
- Boost creativity. Balance AI-driven efficiency with the human spark that drives breakthrough ideas.
- Build trust. Create privacy-first, consumer-led experiences that respect cultural nuance and put shoppers in control.
Expect candid perspectives, bold predictions, and practical insights on how to turn everyday touchpoints into meaningful moments of discovery that keep consumers coming back for more.
Speakers:
Andre Matarazzo, Director of Creative, Content and Communication, Majid Al Futtaim
Jonathan Flender, Vice President of Digital and Omni, GMG
Moderator: Gosia Wajchert, Managing Director – MEA, Criteo
9:30am: Panel 1: Scaling smart: Can the Open Web compete in a platform-dominated world?
Performance budgets continue to flow heavily toward giants like Meta, Google, and TikTok — drawn by their scale, automation, and ease of use. But as saturation looms and brands look for fresh reach, is there a growing opportunity for the open web to reclaim its share?
This panel will tackle the systemic advantages of platform scale, the role of AI in leveling the playing field (or not), and how agencies and publishers can simplify buying, modernise planning, and unlock smarter performance across fragmented environments. Can we reimagine scale not just as reach, but as intelligence, creativity, and choice?
Speakers:
Maher Kassab, Associate Director – Digital Marketing, ARADA
Umar Nisar Siddiqui, Head of Programmatic, Khaleej Times
Andrew Ene, Head of Performance, Spark Foundry MENA
Karim Jarrah, Senior Digital Director, PHD
Moderator: Elie Chammas, Regional Director MENA, Project Agora
10:00am: Panel 2: Hybrid humanity: Co-pilots and agentic AI colleagues
The marketing organisation chart is changing. Marketing teams have already begun working alongside a score of agentic AI systems. What began as a step towards speed, productivity and efficiency is now resulting in systems that are running self-optimising campaigns, reallocating marketing budgets, and autonomously executing strategies based on behavioural signals and predictive modeling.
While the benefits of agentic AI to autonomously generate, test, and optimise creative assets in real-time have been lauded, this panel will respond to questions and concerns that prevail around the evolving role of marketers in the new AI paradigm. This includes conversations around the key requirements of human expertise: creative and critical thinking; strategic vision and brand stewardship; cultural intelligence and compliance oversight; and emotional resonance and ethical governance.
Speakers:
Ravi Rao, Managing Partner, Climaty.AI
Giacomo Ziani, Senior VP – Corporate Marketing & Communications,G42
Anis Zantout, Executive Director – Digital Innovation, Dubai Holding Entertainment
Meghna Vyas, AVP – Marketing, Banking Sector, UAE
Moderator: Anup Oommen, Editor, Campaign Middle East
10:30am: Campaign Debate: Has creativity lost its showmanship due to its focus on data?
Brand and agency marketers go head to head to prove their case on whether the industry has lost some of its showmanship and value in the pursuit of formulaic, data-led insights.
Speakers:
Debate Team ‘For’:
Rory McEntee, Chief Marketing Officer, GymNation
Dr. Hoda Daou, Managing Director, Annalect
Debate Team ‘Against’:
Passant El-Ghanem, Marketing Director – Middle East & Africa, Kraft Heinz
Mazen Nahawi, Founder and CEO, CARMA and SOCIALEYEZ
Moderator: Shantelle Nagarajan, Junior Reporter, Campaign Middle East
11:00am: Closing comments by Anup Oommen, Editor, Campaign Middle East
11:05am: Networking session
For sponsorship opportunities and for event tickets details, please email Tarun Gangwani at [email protected] or call 052 1466150