Join Campaign Middle East’s first Campaign Breakfast Briefing for 2025 on Ramadan Advertising and the Year Ahead for Media and Marketing. The event, which brings together leaders across brands and agencies, will set the scene for the marketing and creative advertising landscape for the months ahead.
Taking place on 7th February in Dubai, the first Campaign Breakfast Briefing of the year has historically proven to be popular, so register your interest now.
Our keynote speakers and panellists will address the early challenges experienced in 2025, the latest trends reshaping the industry and discuss how brands – and the agencies supporting them – need position themselves for Ramadan, a month like no other.
Ramadan is a time for reflection, cultural exchange and connecting with the community in a highly personalised and meaningful manner. The Holy Month provides an opportunity for brands and advertisers to build new relationships and boost existing loyalty with their audiences.
This Campaign Breakfast Briefing will not only open avenues to actionable insights, but will also bring together compelling subject matter experts who will share relevant expertise on topics such as marketing in the age of AI, influencers and user-generated content. While customer experience (CX) optimisation and hyper-personalisation remain part of ongoing discussions, this month also brings back conversations around purpose-driven marketing: creating content and creatives that matter.
The event will feature keynote presentations, real-life case studies and engaging panel discussions. Let’s start the New Year the right way: collaborating, connecting and creating together.
When: 7/02/2025 8:00 am
Where: Grand Plaza Mövenpick, Media City (Google map link)
THE AGENDA
8:00am: Registration & Breakfast
9:00am: Welcome Address by Nadeem Quraishi, Publisher, Campaign Middle East
9:05am: Chair’s Opening Remarks by Anup Oommen, Editor, Campaign Middle East
9:10am: Keynote presentation: Hyper-personalisation: Moving from the ‘why’ to the ‘how’
Speaker: Gosia Wajchert, Managing Director, MEA, Criteo
The age of discussing whether or not hyper-personalisation will define the present and future of marketing is gone. The age of figuring out how to do it best has come. Marketers have begun discussing the best ways to effectively leverage consented (opt-in) first-party data to curate hyper-personalised content for hyper-targeted audiences in a privacy-safe manner. This keynote aims to uncover the ‘how’.
9:30am: Panel 1: Localisation: From preaching to living for Ramadan and beyond
Moderator: Anup Oommen, Editor, Campaign Middle East
Speakers: Ana Elisa Seixas, Head of Marketing, New Balance Middle East, Africa & India
Hicham Fakhoury, Content Solutions Lead at MMS.
Mahmoud Maghraby, Media Director | MEA + Global Emerging Markets, Mars
Suad Merchant, Head of Brand & Corporate Communications, Mashreq
Over the past few years, the concept of localisation within the advertising industry has often been misconstrued as ‘tailoring’ or ‘translating’ global narratives or regional storytelling into local parlance. Leaders within the brand and marketing industry are now calling for marketers and agency leaders to truly ‘live local’ by making the effort to understand local dialects and experience local cultures and traditions in order to build meaningful connections and communities with key audiences. This panel will explore how content solutions can evolve to cater to the communities within the region in ways that best represent them.
10:00am: Panel 2: How communications and creative storytelling around Ramadan has changed
Moderator: Rasha El-Ghoussaini, Head of Agency – Snap Inc. MENA
Speakers: Ghadeer Khub, Director of the Creative & Production Department, DCT Abu Dhabi
Roxane Magbanua, General Manager – Marketing, Al-Futtaim Automotive
The way we design and execute campaigns that speak to several different generations at once has changed. Marketing meaningful messages for Ramadan – in line with brand values and beliefs – has gone far beyond the ‘one-size-fits-all’ stereotypical artwork and copy to become more relatable, experiential and authentic. The panel will discuss how the values of transparency, honesty and inclusivity have begun to reflect the diverse perspectives and experiences that people have around Ramadan and how brands can connect with them during the Holy Month.
10:30am: Panel 3: Purpose-driven marketing: A powerful tool left rusting in the cabinet?
Moderator: Fadi Khater, Managing Partner, Netizency
Speakers: Shahir Sirry, Global Creative Director, Aramex
The world is increasingly moving from a generation of ‘talkers’ to a generation of ‘doers’ with scores of consumers in the Middle East not only becoming increasingly vocal about their thoughts about brand values and brand purpose, but are also willing to actively boycott brands that they once loved. As marketers embrace transformative storytelling and attempt to build long-lasting emotional connections with their consumers, has the time come to also shape social responsibility and drive meaningful change?
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