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posted on Nov. 13, 2025 at 9:54 am

SSUP World’s CEO on how brands can balance creativity, culture, channels and community

posted on Nov. 13, 2025 at 9:54 am

Najib Sabbagh on how brands can participate in culture without losing themselves, provided they apply a thoughtful framework, translate identity with care across channels, and co-create with communities.

From left, Najib Sabbagh, Founder and CEO of SSUP World, and influencer Lama Akeel share the stage on a panel titled 'Social Media Trends: Inspiring Creativity or Encouraging Imitation?' at Athar Festival 2025.

Amid conversations about ‘moving at the speed of technology advancements’ and ‘moving at the speed of culture’ brands are attempting to navigate the dizzying pace of social and cultural change without losing their core brand identity.

However, finding the balance between brand-safe trends, creative originality in the age of AI, authentic collaboration and co-creation with communities, and platform grammar requires a nuanced discussion, a methodical approach and strategic decision frameworks.

Campaign Middle East speaks to Najib Sabbagh, Founder and CEO, SSUP World, at the Athar Festival held in the heart of Riyadh at JAX District about recognising when a trend genuinely strengthens a brand’s sto

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Tags:Athar Festival Attention Brand brand codes brand identity brand safe content CEO communities core identity Craft creative equity creativity Cultural Relevance Culture Founder moment chasing Najib Sabbagh platform grammar platform-native expression platforms social media SSUP World trends value viral trends virality

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.