The creative industry in MENA is undergoing significant transformation, requiring us to adapt, shift and change at a quicker rate than any of us ever predicted. At Dubai Lynx we know that creativity drives progress, and the eruption of ground-breaking creativity in MENA – evident in the array of global awards that can be attributed to the region in recent years – is evidence of a region that understands its power.
This is the ideal time to reflect on how far the region has come and reshape Dubai Lynx as a platform, to ensure we are supporting emerging talent and leading creatives in tackling the prominent issues they’re facing.
From strategic challenges, to understanding consumer behaviours, learning about cultural shifts and adopting critical thinking, Dubai Lynx is evolving its offering to propel the industry forward in MENA and support them in navigating these challenges.
Creativity in MENA is at an all-time high and we can see lots of exciting shifts taking place in the region. The 2024 Dubai Lynx Awards saw Creative Effectiveness entries increase 84 per cent year-on-year (YoY), demonstrating the region’s enduring commitment to creativity that drives impact. We have seen evidence of just how much creativity’s power to drive progress for business, people and society resonates with our community.
On the global stage, Saudi Arabia won its first-ever Cannes Lions Grand Prix in 2023 for the Creative Commerce Lions and most recently, the UAE took home the Lions Health and United Nations Foundation Grand Prix for Good at the latest edition of Cannes Lions in 2024. The UAE has been steadily climbing the global rankings too, placing eighth this year. These are all further proof points for a region that is committing to creativity because it understands its role in driving business growth.
At the centre of this reimagined programme will be the core themes of grow, connect and celebrate which were established in response to the issues identified by the MENA community at Dubai Lynx 2024. Roundtable discussions from 2024, featuring CMOs and CEOs from across the region, focused on most pressing to the progress and growth of their businesses, such as finding and attracting creative talent. Bassel Kakish, CEO of Publicis Groupe for the Middle East and Turkey made an apt comment during one of the roundtables: “What hasn’t changed is that we will always be an industry of talent. No matter what happens you will always have talent at the core of them.” he said.
Dubai Lynx will offer training programmes, workshops and academies unique to the region’s cultural fabric. Shaping the minds and skills of the next wave of creative leaders will remain central to our brand.
Our community represents influential, innovative and creative experts – made up of creative communications agencies, big brands, advertisers, CMOs and marketers, innovators, platforms and tech companies. We want each bespoke event to be a platform for a range of voices who can bring new perspectives, insights and cultural context in how to accelerate progress at a much greater scale.
We’re delighted to be able to commit to this as an ongoing, collective movement for the MENA creative community.
By Kamille Marchant, Director, Dubai Lynx
