How would you describe YEP’s philosophy, and how does it influence the way you approach projects?
YEP’s philosophy is built on two pillars: sharing joy and co-creation. We believe that every event should spark genuine delight, creating moments guests remember and want to share. At the same time, we bring together diverse talents, designers, storytellers, technologists and producers, collaborating closely with clients to co-create experiences that are bold, human and meticulously crafted. From concept to execution, this approach ensures that every touchpoint reflects the idea, every detail matters, and the result is an immersive, shareable experience.
What sets YEP apart from other international agencies operating in the region?
YEP combines the agility, ingenuity, and precision-driven approach to detail rooted in our Russian creative heritage with a deep understanding of the MENA market. In event management, this means flawless end-to-end delivery – from concept to build to guest experience – with every idea thoughtfully integrated into each step of the guest journey. By ensuring that the creative vision lives in every touchpoint, we craft experiences that are seamless in execution, bold in vision and truly memorable for every participant.
What are some recurring themes or goals that brands want experiential campaigns to deliver today?
In 2025, brands are moving beyond traditional events and seeking immersive, purpose-driven experiences that resonate emotionally and foster genuine connections. Campaigns focus on authenticity, personalisation and inclusivity, often blending physical and digital elements. Sustainability and meaningful engagement have become essential, ensuring that every experience not only reflects the brand’s identity but also creates lasting impact and memorable moments for attendees.
What trends or innovations are shaping the future of experiential marketing in MENA, especially with younger audiences?
At YEP, we see younger audiences in MENA craving experiences that are immersive, interactive, and shareable across both physical and digital channels. They want to participate, not just observe, which drives brands to embrace co-creation, gamification and live digital integrations. The most successful experiential activations are those that engage audiences at every touchpoint of their journey, turning each moment into a story they want to share with friends and online networks.
What’s one misconception brands have about experiential that your agency often works to correct?
Some brands still tend to view experiential marketing primarily as ‘an event’. At YEP, we guide them to see it as a holistic guest journey, where every touchpoint reflects the creative idea. Done thoughtfully, experiential becomes an immersive story that builds emotional connections, drives engagement, and leaves a lasting impression far beyond the event itself.
Looking ahead to 2025, where do you see the biggest opportunities for growth within the events and experiential space in this region?
In 2025, the biggest opportunities in MENA lie in ambitious, meaningful experiences. Brands are increasingly willing to take creative risks, but to do so effectively, they need to trust their agencies to bring those ideas to life flawlessly. For event agencies, this opens the door to deeper collaboration, co-creation, and the design of experiences that go beyond traditional formats – immersive activations, interactive storytelling, and fully integrated digital-physical journeys. The agencies that can combine strategic insight, creative courage, and operational excellence will lead the way in shaping memorable, impactful experiences in the region.
By Artem Minasian, Partner and CEO, YEP.
