PRCA MENA has revealed the agenda for its Annual Conference 2026, set to take place on Thursday, 17 September 2026, under the theme ‘Reset the Mindset’
The region’s largest one-day symposium will bring together senior communications leaders in both the public and private sectors, policymakers, journalists, agency heads, creators and emerging talent.
This year, the programme has been built around four core streams, including Reset Power, Reset Value, Reset Imagination and Reset Future.
Through the day, discussions will examine influence, media power, agency economics, artificial intelligence, culture, geopolitical dynamics and the growing tension between visibility and credibility.
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Sessions will explore topics including how the Middle East is increasingly shaping its own global narrative, whether traditional models of influence still hold weight, the commercial pressures reshaping agency culture, and the growing role of artificial intelligence in both creativity and human connection.
The one-day conference will also see the launch of the PRCA MENA Mental Health Report 2026, followed by a dedicated NextGen segment focused on the future of the profession and the growing disconnect between emerging talent and traditional industry structures.
Conrad Egbert, Head of PRCA MENA, said, “Much of the industry still operates on assumptions that no longer reflect reality. How people consume information continues to change. The way influence works has changed. Trust is earned differently today and attention has become the new battlefield.”
Egbert added, “Reset the Mindset is about questioning what still works, what doesn’t anymore and whether the industry is willing to confront uncomfortable truths about where it’s headed.”
PRCA MENA has confirmed that bookings are now officially open. The conference will conclude with the PRCA MENA Networking Soirée.
