On Friday, 15 May, OFFLINE EDITIONS brought together professionals from across the region’s creative and communications industries for a day of conversations, workshops and community-driven connection. Held at Alserkal Avenue’s gooder, the event welcomed voices from media, marketing, hospitality, content creation and culture for a programme centred on dialogue, collaboration and real-world exchange.
At a time when much of the communications industry exists online, OFFLINE EDITIONS aimed to create space for more meaningful conversations and in-person experiences.
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An initiative by ECHO Agency, Sosai Events and gooder, OFFLINE EDITIONS arrives at a moment when industries globally are reassessing the role of culture, communication and creativity during periods of uncertainty. The debut edition featured a curated programme of panel discussions, workshops and creative experiences exploring the future of communication, creativity and community-building in the region.
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Speaking on the launch of the initiative, Helena Devincenti, Founder and CEO of ECHO Agency said, “As an industry, many of us found ourselves turning to one another during these unpredictable times – trying to understand how everyone was coping, both personally and professionally. It was through these offline conversations that we realised the importance of creating a shared space where those discussions could happen openly and honestly, across every corner of the creative communications industry.”
Sofia Sayah, Founder of Sosai Events said, “At the heart of everything we do is creating experiences that leave people feeling something. Right now, the people who make those experiences possible are the ones who need that most, so OFFLINE EDITIONS is our way of giving back to the community that continuously brings these experiences to life – the creatives, freelancers, suppliers and cultural voices shaping the region behind the scenes. This event was created to celebrate their work, spotlight their value, and bring together people who may know each other online but have never actually been in the same room, for the kind of conversations and connections that we believe this industry needs right now to come back stronger than ever.”
Devincenti added, “Everywhere you looked, people were reconnecting – laughing, embracing old friends and colleagues they hadn’t seen in a long time, and finding a sense of community again. Together with my partner Sofia, seeing the impact the event had on people’s morale meant everything to us. More than anything, OFFLINE EDITIONS gave people permission to reclaim space for themselves again during a period where many felt uncertain about doing so.”
The event’s panel programme featured voices from across media, fashion, marketing, entertainment, content creation, F&B and hospitality, with discussions spanning responsible communication, cultural storytelling and the evolving role of community in the region.
Alongside the talks programme, attendees also experienced all-day activations from regional SMEs including Stardust, Turquoise Boutique, Maüllo and Black Pearl.
Panel 1: From Reaction to Responsibility: The Role of Communication in Times of Uncertainty
A leadership-driven conversation exploring how the communications industry can evolve from reactive messaging towards more responsible, value-led storytelling.
Speakers:
- Ahmed Alfalasi, Presenter, Dubai One TV (Moderator)
- Amine Jreissati, Head of Editorial Content, GQ Middle East
- Joelle Daaboul, Senior Brand Activations & PR Manager, Ounass
- Helena Devincenti, Founder & CEO, ECHO Agency
Panel 2: Culture Under Pressure: Why Creativity is Essential in Times of Crisis
A discussion on why creativity, cultural expression and storytelling become even more essential during periods of uncertainty.
Speakers:
- Ahmed Alfalasi, Presenter, Dubai One TV (Moderator)
- Azza Hegazi, Head of Global Experiences, Snapchat
- Chndy, Creative Director, Dazed / Complex MENA
- Abdo Khanachat, Co-Founder, Studio Limbo
- Nojoud Radwan, Senior Marketing Manager, Adidas
- Shawn Chidiac, Founder, MPAD Marketing
Panel 3: Content That Converts: The Art of Storytelling for Media & Creatives
An exploration of modern storytelling, audience connection and creating content that resonates beyond metrics.
Speakers:
- Aleena Khan, Host, Full Disclosure Podcast (Moderator)
- Aidan Imanova, Head of Editorial Content, AD Middle East
- Lyes Abila, Business Manager, AB Talks
- Junaynah El Guthmy, Content Creator & Social Media Manager
- Reem Hameed, Co-Founder, Dukkan Media
Panel 4: Keeping the Region Moving: Reimagining Hospitality, F&B & Community
A discussion on the evolving role of hospitality, food, events and third spaces in shaping community culture across the region.
Speakers include:
- Aleena Khan, Host, Full Disclosure Podcast (Moderator)
- Hatem Mattar, Founder, ae
- Tarek Aboudib, Founder, Snoopy Circle
- Lamia Abbas, Influencer & Celebrity Marketing Director, Miral Destinations
- Ali El Ali & Maysam Faraj, Co-Founders, gooder
Insights from select panels explored how moments of crisis reveal the importance of the industry regrouping, supporting one another, and creating space for open and honest conversation. Discussions evaluated the current landscape from a leadership perspective, touching on the repositioning of communications and the evolving role of storytelling in uncertain times.
One of the key takeaways was that, while every crisis differs in nature, navigating sensitivity is not new to the industry. Whether from the brand, agency, PR or communications side, professionals have long operated with this awareness, resulting in communications becoming more agile, creative and intentional in their storytelling. Brands have also shown notable resilience in their responses.
The conversations further highlighted how creativity is often one of the first functions to face cuts during periods of uncertainty, despite being one of the most essential. Panellists stressed the importance of allowing creatives to do their jobs in moments when audiences need humour, connection and community the most.
