Ramadan is considered the Super Bowl of the region, the busiest time of the year for advertisers. It is a month steeped in tradition, but last year it changed. Gone were the traditional gatherings, and gone were the messages of togetherness as we saw a Holy Month like we had never seen before. This year, restrictions are not as tight, but they are still there, and yet again Ramadan will be unprecedented.
While the new tradition of Ramadan is its novelty, marketers have been quick to adapt, to learn from one another and to share those learnings.
Campaign’s Online Briefing: Ramadan Edition 2021 helps share the collective wisdom of the industry. It looks not only at how marketers, agencies and brands are planning for Ramadan, but how they are building flexibility into those plans and keeping themselves prepared for change.
Two panels look at what brands are planning and what consumers are planning, with data, insight, analysis and debate.
Join us to see how Ramadan 2021 compares with last year, and with the ‘normal’ years before; how media consumption, especially video, changes during the Holy Month and influences campaign planning; what consumers will be spending on and how, both online and offline; and more.
We breakdown the trends, dos and don’t’s of Ramadan in our Campaign Online Briefing: Ramadan Edition 2021.
2:00 – 2:45pm – Panel 1: What are brands doing for Ramadan?
Our first panel looks at how brands are planning to reach consumers during Ramadan, and with what messages. It examines the reach of television and other media, the role of storytelling, and what learnings we can carry from last year’s Ramadan to this year’s.
Moderator: Austyn Allison | Senior Editor, Campaign Middle East
Rayan Hajjar | Client Partnership Director, MBC Media Solutions
Faisal O. Alsaad | General Manager – Marketing Communication – Consumer Business Unit, stc
Razmik Kalaidjian | Managing Director KSA, Mindshare
2:45 – 3:30pm – Panel 2: What are consumers doing for Ramadan?
Our experts debate the insights they and the industry can bring to bear through data, prediction, polls and analysis. What are consumers planning, what mistakes should marketers avoid, and how can brands talk to their customers about what really matters to them?
Moderator: Gulrez Alam | Chief Investment & Strategy Officer, Araby Ads
Noha Jadallah | HUAWEI Video Operations Lead, HUAWEI Mobile Services
Sofiane Haddadi | Media & CMI Director, L’Oreal Paris
Bala Subramaniam | Head Omnichannel, Landmark Group
Campaign Online Briefing: Ramadan Edition 2021
Date: Wednesday | April 7, 2021