We’re on the brink of a media and marketing revolution in the Middle East – and the Kingdom of Saudi Arabia is leading the charge. For those not tuned in to the winds of change, there’s no better time than Campaign Middle East’s Saudi Briefing to catch up and contribute to all that’s making waves within the sector.
There’s no doubt about it: the media and marketing industry in Saudi Arabia is adapting rapidly to these changes, resulting in a dynamic and innovative landscape that offers numerous opportunities for brands and marketers.
Campaign Middle East invites you to be a part of the conversation on the future of media and marketing in the Kingdom. With panels on Saudi’s booming tourism sector, the increase in investments into its sports industry, how media is evolving to resonate better with Saudi audiences and how brand CMOs need to re-evaluate their communication strategies for Saudi audiences, the event brings leadership knowledge to you on a platter. You will also hear from our keynote speakers on how AI powers digital marketing campaigns and how even though AI automation is transforming marketing operations, human creativity still remains at the forefront of mass communications.
Join us on 17 October at the Sheraton Riyadh Hotel & Towers to be an active part of key industry discussions and to shape the future of media and marketing in the Kingdom.
Highlights Video
Full Event Video
When: 17/10/2024 9:00 am
Where: Sheraton Riyadh Hotel & Towers (Google map link)
Agenda
9:00am: Registration & Breakfast
10:00am: Welcome speech by Nadeem Quraishi, Publisher at Campaign Middle East
10:05am: Chair’s opening remarks by Anup Oommen, Editor at Campaign Middle East
10:15am: Keynote 1 – How AI is transforming digital marketing performance
AI has been a game-changer across industries, and the digital marketing landscape is no exception. In this keynote presentation, we’ll explore how AI is revolutionising digital advertising and enhancing performance at every stage of the funnel.
We’ll dive into thekey differences between campaigns driven by AI and those without, showcasing how AI can significantly improve audience targeting, streamline creative generation with just a few prompts, and automate bid and budget optimisations in real time. Additionally, we’ll touch on the impact of recent privacy changes on data collection and demonstrate how AI can mitigate these challenges for marketers. The presentation will also dismiss common myths around AI, showing how it can support marketers in crafting effective media planning strategies and working with brand ambassadors, all while generating end-to-end creative solutions.
Speaker: Neel Pandya, CEO, EMEA, APAC and Global Partnerships Head, Pixis
10:30am: Panel 1: Exploring the strategic impact of Saudi Arabia’s sports investments
The panel discussion will dig into the strategic implications of Saudi Arabia’s investments in sports, particularly football. We will examine how these investments, including sponsoring the broadcast of the Saudi Roshn League, are reshaping the local and global sports landscape, and their impact on both local and multinational brands.
The panelists will share valuable insights and data based on their experiences.
Speakers:
Moderator: Anup Oommen, Editor, Campaign Middle East
Khalid AlKhudair, CEO, SMC
Ramzi Ghanem, Client Growth Lead, MBC Media Solutions
Bilal Fares, SVP and General Manager, adidas EMC
Darine Elkaissi, Managing Director KSA, Mindshare MENA
11:00am: Fireside chat 1: The business of entertainment
If the revolution of video-first platforms has taught us one thing, it’s that people give quality attention to content that entertains them, allowing brand content to be as popular as UGC.
Content that entertains is not about humor or comedy, but about content that feels valuable for people’s time. In this session, we will explore how any advertiser can be in the business of entertainment, and all it takes is the ability to create content that people want to watch, particularly for Saudi audiences.
Moderator: Dyala Badran, Head of Content Solutions, METAP, TikTok
Speaker: Kaswara Al Khatib, Chairman of the Board, UTURN Webedia Group (UWG)
11:20am: Networking power break
11:50am: Keynote 2 – Human intelligence: Being human in the age of AI and automation
Join Srikanth Rayaprolu, CEO & Founder of AdScholars, as he explores the importance of human creativity in a digital landscape dominated by buzzwords like AI, Metaverse, and CGI.
In this session, Srikanth will highlight the delicate balance between cutting-edge technology and human ingenuity, showing how creativity remains the ultimate advantage. He will also discuss how “augmented creativity” is poised to shape the future, proving that the human touch will continue to outshine AI in the digital era. This session promises to inspire fresh thinking in today’s tech-dominated world of marketing and communications. This session is also an interactive session with questions to audiences with rewards for the best creative answers.
Speaker: Srikanth Rayaprolu, CEO & Founder of AdScholars
12:05pm: Panel 2: The revolution of Saudi tourism by governmental entities through digital storytelling
This panel will explore how Saudi’s governmental entities have leveraged digital platforms and social media to promote tourism, enhance national branding, and engage global audiences. With case studies on innovative campaigns, influencer partnerships, and data analytics, speakers will share strategies driving successful tourism activations, shaping perceptions, and boosting international visibility.
Speakers:
Moderator: Ghida Ismail, Media Director, Fusion Five Advertising
Marwa Almalik, Communications Director, ASFAR (Saudi Tourism Investment Company)
Nader Bitar, Director of Digital Solutions, Saudi Research and Media Group (SRMG)
Yousef Labban, Business Marketing Director, Ministry of Tourism, Kingdom of Saudi Arabia
Elie Honain, Co-founder and CEO, NES (Nesma Esports)
12:40pm: Fireside chat 2: Evolving CMO roles in Saudi’s digital age
In the digital age, the CMO’s role has become a lot more complicated than ever before. They need agencies to go beyond ‘ticking the boxes’ and ‘responding to the brief’ to advise more strongly on impactful innovation, creative effectiveness, transforming businesses as a force for good, and creating campaigns that actually move the needle in a volatile world.
This discussion will address how agencies can better position themselves towards more efficient client-servicing, and work hand-in-hand to deliver best business practices.
Moderator: Adel Baraja, CEO, Publicis Communications KSA
Speakers: Mohammed Aba Alkhail, Chief Marketing Officer, Saudi Telecom Company
1:00pm: Closing comments by Anup Oommen, Editor, Campaign Middle East
1:15pm: Networking Lunch
For sponsorship opportunities and for event tickets details, please email Tarun Gangwani at [email protected] or call 052 1466150.