Discover the world of integrated creative and digital marketing with Social Panga, an agency established in 2013. Based in Bangalore, with offices in Delhi, Mumbai, and now Dubai, the UAE, Social Panga is making waves in the industry.Led by Co-founders Himanshu Arora and Gaurav Arora, Social Panga is known for its innovation and excellence, embodied by its tagline, "We are Marketing Mafias." With a team of over 350 professionals, the agency is expanding its global footprint into the Middle East.In an exclusive interview with Adgully ME, Himanshu and Gaurav discuss the strategic insights driving Social Panga's expansion and the exciting opportunities in the Middle East market. Gain insider perspectives and learn about the agency's journey to new horizons. Excerpts:What prompted Social Panga to expand its presence into the Dubai market, and how does this fit into the company's broader global expansion strategy?We have been moving in an upward direction since the get-go. We have aimed to drive new initiatives every year. After a decade, Dubai became the most obvious choice for our team. Our work has taken us across India to three different locations and when we planned to take our operations global, Dubai was the most obvious choice for us. It is the perfect market that would help us unlock our global potential and create work of value within and outside India.Dubai and the Middle East are both extremely cosmopolitan and are geographically at an interesting junction too. They are a market with major potential in terms of talent, with a large pool of skilled and experienced professionals. Dubai is at the intersection of innovation and ambition. They have the right resources to create a global impact. Social Panga’s objectives and strategies align with their forward-looking mindset.Could you elaborate on the specific opportunities and challenges that Social Panga foresees in the Middle East market?Dubai’s market is flooded with opportunities. The population is diverse, and the environment is extremely dynamic. I view this as both a challenge and an opportunity for Panga. Grasping the nuances of the local market and consumer behaviour is our major growth opportunity and nailing that will enable us to create tailor-made marketing solutions that connect well with the target audience.The market provides us with special opportunities to expand our portfolio to bigger, more global brands whose presence is yet to be established in India. It gives us and our team a chance to expand our ideas, strategies, and innovation. An opportunity to learn is an opportunity to grow, and we want to look at the market as an opportunity instead of a challenge.Do you think that there would be better business opportunities in the UAE, with PM Modi’s recent visit to enhance India- Middle East trade?A sound and conducive relationship between two countries always helps trade. It opens up the space for growth and development for both countries. The positive relationship these two geographies share has definitely aided us in expanding our operations. Take the Dubai Food Festival for example. It is immersive and expansive, giving people a glimpse into food from all over the world. Over the past few years, the positive relationship between the two countries has given the chance for niche Indian food brands and cuisines to make a mark in this large-scale global festival.As Social Panga enters the Dubai market, what are the key factors that will differentiate your services from existing competitors in the region? How does Social Panga plan to navigate the cultural nuances and preferences of the UAE market while maintaining its core values and brand identity?Our focus is currently on understanding the cultural nuances the country offers. By hiring people from the geography, for the geography, we aim to get a sense of how things work for brands. Our first task is to get a deeper understanding of consumer behaviors. Our decade’s worth of experiences in a diverse country like India gives us an edge. India and Dubai are growing rapidly in the same spheres, like technology for example. Some big-picture solutions would work well in both these geographies. The Panga advantage lies in our solution offerings & execution. Our strategies ensure diversity across different solutions. This will come in handy on a global level. Moreover, we have a solid relationship with platforms such as Meta, Snapchat, Tiktok, and Google. We have worked consistently with them over the years and yielded results, which give us an edge in a market like Dubai’s.With the demand for digital and creative solutions growing globally, how does Social Panga plan to adapt its strategies to effectively serve clients in diverse cultural and market contexts?The Indian market is extremely diversified in its own ways. The framework we use in India can be leveraged there because we focus on integrated solutions for our businesses. This, combined with our hiring strategy, will make it easier to focus on consumer behaviour and provide a variety of solutions. There are very few limitations in the integrated approach.Could you share some insights into the creative and technological innovations that Social Panga intends to introduce to the UAE market?Our primary focus is to leverage AI to build innovation. We already have a lot of experience in this aspect, and our initial understanding of the Dubai market has yielded cross-geographically similar observations. Both markets are working towards using data via AI for business and advertising solutions. This gives us a strategic advantage to continue exploring AI on a global landscape. As founders, what excites you most about the prospects of serving global brands in the UAE market, and what do you hope to achieve in the near future with this expansion?Dubai itself is an extremely exciting space because it opens us up to a whole new world of opportunities. We get to work with a bigger market and access global brand solutions for luxury brands from across the world. Dubai is an interesting space because of its relationship with trade. Many countries and big brands around the globe look at Dubai as an expansion strategy. By being present in that market and having a precise understanding, we get a solid advantage to grow. The sheer number of opportunities to learn and grow our brand is something I am looking forward to.

Chris Shaw, the CEO of mimojo, a pioneering cashback app, joins Adgully Middle East today to discuss how mimojo is revolutionizing the retail landscape in the UAE through innovative card-linked offer (CLO) solutions. Their technology-driven approach not only elevates consumer experiences but also serves as an efficient marketing channel for businesses. CLO represents a significant departure from traditional couponing methods by directly linking discounts to debit or credit cards, streamlining the discount process for consumers. Chris Shaw, CEO- Mimojo, brings a wealth of experience to his role, with a proven track record of leadership across the Middle East, Europe, Asia, and South Africa.His expertise spans various domains including team building, financial management, negotiation, customer relationship management, strategic planning, and data utilization. Let's delve deeper into Chris Shaw's insights on the transformative potential of mimojo and the future of retail in the UAE. What motivated you to launch mimojo, and what unique value proposition does it offer to consumers?I have worked in the rewards and loyalty sector in the UAE for over 10 years. Around three years ago, I recognised that the UAE market needed a new product that delivered a seamless, friction-free experience for consumers, a product that addressed the pain points consumers experience throughout the reward journey.I partnered with ex-colleagues David Ashford, our Chief Product Officer, and Dan Lloyd, our Chief Finance Officer, and we created mimojo.mimojo is a cashback rewards app that offers members cashback on payments seamlessly and effortlessly. Users earn percentage-based cashback at all participating mimojo merchants, on all purchases, across restaurants, beauty, entertainment, e-commerce and more. Users’ cashback is paid directly back to their payment card, once a month on mimojo payday, on the 15th of the month, every month.We believe that we have delivered a product unlike anything else on the market, owing to its truly seamless technology.How does mimojo differentiate itself from other cashback platform apps in the market? Can you share any milestones or achievements of mimojo since its inception in 2023?The main differentiating factor of mimojo is the seamless and frictionless experience it offers. There are no codes, no vouchers – you simply make your payment with your credit card and get the monthly accumulated cashback direct to your account on mimojo payday.  In terms of achievements, the delivery of the product we envisioned is our biggest achievement. As the CEO of the business, nothing gives me more pleasure than seeing the reaction of a user when they transact with mimojo for the first time. We have a principal at mimojo of ‘creating mimojo magic’,so seeing people’s faces when they experience the mimojo technology, never fails to put a smile on my face. The success is that we truly have built a world-class product that delivers on the purpose of creating a seamless, friction-free payment and reward experience for consumers.What strategies do you employ to build high-performing teams, especially in the dynamic consumer incentive and loyalty sector?Creating a culture that supports our direction of travel is hands down the most important strategy. High performing teams are groups of individuals who actively seek opportunities to deliver their best work. Creating an environment where the right people are hired and then given both the space and the appropriate challenge is a recipe to delivering their best work.How do you leverage data to inform strategic decisions and drive growth at mimojo?Data is at the absolute core of our business. Leveraging data gained from our market research has informed our product development from the start of our mimojo journey.We’re excited to see the depth and breadth of the data insights we are able to generate for our merchant partners, once our product is fully launched to the UAE consumer base. Given your experience working across regions like the Middle East, Europe, Asia, and South Africa, how do you navigate the diverse market landscapes?Regardless of the landscape, what unites people is a shared desire to experience a positive company culture. This is something I have always been intentional about when it comes to my management of teams across different markets. At the heart of it is autonomy – hire great people and give them the space to do great work.How does mimojo adapt its strategies to resonate with consumers in different cultural and geographical contexts?We’re currently only launched in the UAE, so we’re focused on the consumer nuances that resonate across audiences within the country. When it comes to navigating different cultural differences, we focus on shared consumer mindsets that are common across cultures. Mimojo is a product built for those who are financially mindful, explorative, convenience centric and seeking an elevated lifestyle – these are consumer traits that bridge across multiple cultures. In what ways do loyalty programs help businesses navigate through economic downturns? Can you share examples or experiences where loyalty programs proved to be particularly effective during tough economic times?Whether an economy is experiencing a dip or a boom, one thing that merchants should always seek is data. Our product is set to deliver some of the most powerful data insights of any loyalty platform, all at a merchant’s fingertips.Our data will allow merchants to effectively evaluate and analyse their own customer spending habits, plus evaluate their performance vs. the market average for their sector.How important is customer experience in building and maintaining loyalty, especially in times of economic instability?This feels like a trick question! For us, incredible customer experience and loyalty absolutely go hand-in-hand. The minute customer experience is compromised, no matter the quality of your product, your customer loyalty will be impacted.What are the key factors that influence Gen Z's loyalty to brands or businesses? How does Gen Z's approach to loyalty differ from other demographic groups?Gen-Z as a customer segment that has grown up with digital products, and we’re very mindful that this is something that is often overlooked by merchants within the city. As a generation that has grown up with devices, they have high expectations when it comes to digital experience infrastructure, short attention spans and a desire for instant gratification. When merchants are considering how they are driving loyalty within this segment, they cannot be complacent about these real consumer needs. Merchants need to evolve with the demand of the market, and select providers who have built technology that delivers on these expectations, into their products.What factors do you believe have contributed to the resurgence of reward programmes in recent years?Economic instability has driven demand from the consumer base, seeking reward for their hard earned spend. In the 2023 Euromonitor Voice of Customer Survey, 44% of consumers said they were actively looking to save more money, citing the critical role of loyalty programmes in driving their decision making.

Today, we're talking with Joe Lipscombe, Partner at The Romans, who delves into his journey, insights, and aspirations as he navigates the dynamic landscape of strategic communications in the Middle East and beyond. Lipscombe started in journalism, writing for big names like Forbes and Bloomberg. He then moved into strategic communications, joining Ogilvy in 2015 and rising to Executive Strategy and Creative Director for PR in the MENA region. He recently joined The Romans as a partner in Dubai, helping expand their presence in the Middle East. The Romans, headquartered in London with over 120 employees worldwide, opened their Dubai office in 2022 after successful ventures in New York and Amsterdam. In this interview with Adgully Middle East, Lipscombe discusses his journey and goals in navigating strategic communications in the Middle East and beyond.Please share your professional journey. What have been the highs and lows professionally?I landed in the region as a journalist, where I was able to cover most markets, learning the culture, people, ways, and means. That fascination hasn’t left me. I love the region, warts and all. After almost a decade with Ogilvy, where I was able to grow as a creative and strategic leader in a major global firm, I’ve taken on this new challenge at one of the most exciting agencies in the world today. Throughout that time there have been highs and lows. I keep the lows closer than the highs. And I anticipate many more of both.You have recently joined ‘The Romans’ as a Partner and Head of UAE. What are your roles and responsibilities?Bring one of today’s most exciting, independent PR stories to life in the MENA region. The Romans are a unique agency. In a sea of acquisitions, mergers, and agency ecosystems, The Romans believe in investing in great people and great culture so we can deliver great work for great clients. There is none of the fluff and none of the drama. It’s been refreshing to see that story be so well received. Now it’s mine and my team’s responsibility to translate that for this unique and diverse market.What has been your primary focus within the industry for the past decade? How do you approach problem-solving within the industry?Before joining The Romans, I was the Executive Strategy & Creative Director for Ogilvy PR across MENA. I spent the best part of a decade at that agency, learning my trade, working with top talents, and contributing to some really exciting, transformative projects in the region. All of those—Expo 2020 Dubai, Qatar World Cup 2022, New Suez Canal 2015, et al.—have their own unique challenges in such a fast-paced and ambitious region. While I don’t subscribe to a standard way of solving problems, I do believe that, as an industry, we can often take briefs at face value when in fact we should be exploring the root cause of challenges more closely. As we commoditise our industry more and more, we often skip important strategic and exploratory phases and head directly to solutions and execution. I strongly believe much of the value we provide as an industry is in the diagnosis, thought, and planning phases of any major project.Can you provide examples of some of the projects you have been involved in with large brands and institutions?As I mentioned before, I’ve been very fortunate to work on some of the biggest projects and entities in the region over the past ten years. Expo 2020 Dubai at a global level, the FIFA Qatar World Cup through Qatar Foundation, the New Suez Canal launch in Egypt, several Public Investment Fund launches, and many others. I find each brings its own unique challenges and opportunities and would argue each has contributed massively to the social, economic, and cultural structure of the region.As a marketer, if you’re contributing to projects with that level of influence, you can’t ask for much more.What kind of transformations have you witnessed in terms of digital and AI, within the region?Marketers are so keen to jump on trends they often forget to check if they’re landmines. But, we’re experimental, and that should be applauded. I can’t confidently say I’ve witnessed seismic changes in the industry at the hands of AI. But ask me again in five years.How do you approach developing an integrated public relations and advertising campaign tailored to meet the cultural sensitivities and preferences of the UAE market?We cannot reveal all our secrets. What we do is ensure our teams are diverse, skilled, deeply ingrained in local culture, and we trust them explicitly with major briefs and clients.Can you provide an example of a successful PR and advertising campaign you led in the UAE, highlighting how you navigated any regulatory or cultural challenges specific to the region?I led the campaign that won UAE PR Campaign of the Year in 2023 at MEPRA- ‘The Alternative Alphabet with GEMS Education’. It altered how educators teach mental health and wellbeing to our youth. It’s still somewhat a taboo topic, particularly when children are involved. But the education provider was an open and excellent partner and we were able to do something meaningful in a really beautiful way.

In the realm of cryptocurrency, few events generate as much anticipation and discussion as the Bitcoin halving. Marking a pivotal moment in Bitcoin's monetary policy, the halving is an event that occurs approximately every four years and has significant implications for the digital currency's supply, mining ecosystem, and price dynamics. Understanding the Halving:At the core of the Bitcoin halving is a mechanism programmed into the cryptocurrency's protocol that governs its issuance rate. Unlike traditional fiat currencies, where central banks have the authority to adjust the money supply as they see fit, Bitcoin operates on a predetermined and transparent monetary policy. When Bitcoin was created by the pseudonymous Satoshi Nakamoto in 2008, its protocol specified that the total supply of bitcoins would be capped at 21 million. To ensure scarcity and mimic the scarcity properties of precious metals like gold, Bitcoin's issuance rate decreases over time through a process known as "halving." How Does It Work?Every 210,000 blocks mined, which typically takes around four years, the block reward that miners receive for validating transactions on the Bitcoin network is halved. Initially set at 50 bitcoins per block when Bitcoin was first mined in 2009, the reward is reduced by half in each halving event. The most recent halving occurred in May 2020, reducing the block reward from 12.5 bitcoins to 6.25 bitcoins per block. This process will continue until the total supply of 21 million bitcoins is reached, which is projected to happen around the year 2140. Reactions from Web3 IndustryAs the fourth Bitcoin halving approaches, anticipation and speculation reverberate throughout the digital asset landscape. Scheduled to reduce block rewards from 6.25 Bitcoin to 3.125 Bitcoin, this event holds significant implications for the crypto market. Reactions from key figures in the Web3 industry shed light on potential outcomes and strategies in response to this momentous occasion. Manhar Garegrat, Country Head India & Global Partnerships at Liminal Custody Solutions<img src='https://erp.adgully.me/artical_image\65739bd7a75f692069df6c37c502904a.png' class='content_image'>Garegrat emphasizes the nuanced effects of the Bitcoin halving, highlighting its potential to trigger heightened market volatility and increased trading activity. He suggests that the event's impact extends beyond immediate price fluctuations, potentially influencing investor sentiment and the emergence of new financial products in the crypto market. Additionally, Garegrat underscores the critical role of custody services in safeguarding digital assets during periods of amplified volatility, emphasizing the importance of advanced security measures to mitigate cyber threats. Shivam Thakral, CEO of BuyUcoin, India's second-longest-running digital asset exchange<img src='https://erp.adgully.me/artical_image\a9d75f7ccc59119f9b265ed2b93f0ab7.png' class='content_image'>Thakral offers a holistic perspective on the Bitcoin halving, drawing on historical precedent to forecast potential market dynamics. While acknowledging the possibility of short-term corrections, Thakral remains optimistic about Bitcoin's long-term trajectory, citing previous cycles that led to new all-time highs. He highlights the growing institutional acceptance of Bitcoin, exemplified by recent ETF approvals, as a sign of broader adoption and resilience within the crypto ecosystem. Jyotsna Hirdyani, South Asia Head at Bitget<img src='https://erp.adgully.me/artical_image\196e0f8d6358cb078ae1802f334d5a31.png' class='content_image'>Hirdyani delves into the fundamental significance of the Bitcoin halving, emphasizing its role in maintaining the cryptocurrency's scarcity narrative. She observes a strategic depletion of miner-held Bitcoin ahead of the halving, indicating preparations for potential market shifts. Despite short-term uncertainties, Hirdyani remains bullish on Bitcoin's prospects, buoyed by historical trends and growing institutional interest. She underscores the importance of considering macroeconomic factors while acknowledging the potential for Bitcoin to reach new all-time highs within the next 10-18 months. The reactions from Manhar Garegrat, Shivam Thakral, and Jyotsna Hirdyani reflect a mix of caution, optimism, and strategic foresight within the Web3 industry as the Bitcoin halving approaches. While uncertainties persist, the consensus remains optimistic about Bitcoin's long-term potential to reshape the financial landscape and drive further adoption in the years to come. As the crypto market braces for potential volatility, stakeholders are poised to navigate the evolving landscape with resilience and adaptability, leveraging insights from past halving events to inform future strategies and investments.pic credit: unsplash.com

In this exclusive interview with Adgully Middle East, Slava Bogdan, the CEO and co-founder of Flowwow, offers invaluable insights into the phenomenon of post-Ramadan sales surges, particularly within the dynamic landscape of the e-commerce sector.Under Slava Bogdan, Flowwow has emerged as a transformative force in the global marketplace, seamlessly blending the global reach of technology with the intimacy of local connections to redefine the art of gift-giving. Founded in 2014 by Slava Bogdan alongside Andrey Makeev and Artem Gambitski, Flowwow has transcended conventional boundaries, revolutionizing the $30-billion online gifting market. With a presence in 30 countries, including vibrant markets such as the UAE, Spain, Turkey, and the UK, Flowwow boasts a diverse array of over 14,000 local brands from 1,000 cities, facilitating heartfelt connections across the globe.Driven by a mission to infuse joy into the lives of people worldwide, Flowwow empowers individuals to surprise their loved ones with a curated selection of flowers, confectionery, and artisanal treasures from local artisans, fostering personalized experiences that resonate deeply.Slava Bogdan offers insights into the phenomenon of post-Ramadan sales surges, particularly within the dynamic landscape of the e-commerce sector. He delves into the intricacies of consumer behaviour, market trends, and the transformative potential of technology in shaping the future of commerce. Excerpts:What product categories experience the biggest sales surge post-Ramadan in the UAE's e-commerce boom, and why?A new study by Flowwow, a gifting marketplace for local brands, and Admitad, an affiliate marketing platform, has revealed that Ramadan traditions are fueling a surge in online shopping across the MENA region and motivate people to buy more. The UAE is leading with an average order value (AOV) of 102 USD during Ramadan this yearDuring the Ramadan period, the Flowwow’s data shows that sales of the florist’s original bouquets have surged by 220% from 2023 to 2024. In March 2024, the company's experts observed a 36% uptick in custom-designed cakes, a 26% rise in personalized bento cakes, and a 15% increase in chocolate-covered strawberries featuring customized designs. The turnover of the “confectionery” category for the first three months of 2024 is already half of the total turnover for 2023. Additionally, there's a noticeable increase in the frequency of orders for cosmetics and fragrances from local brands, including handmade varieties. Certain categories of goods and services have also experienced significant spikes in popularity compared to non-Ramadan periods. Hotels have seen a remarkable increase of 56%, followed by airplane tickets (+40%), flowers and souvenirs (+37%), electronics (+30%), and food delivery (+26%). Additionally, there has been a notable surge in the purchase of sporting goods (+21%).Admitad experts made a comparison with last year's activity and revealed that users are making 15% more purchases during Ramadan 2024. Interestingly, although the number of purchases has increased, the total amount spent has remained relatively stable. This suggests that shoppers during Ramadan 2024 are making smaller, more frequent orders, resulting in an overall increase in sales volume. People aren't just buying more online; they're also making smaller, more thoughtful purchases that truly capture the spirit of Ramadan. How can the UAE e-commerce businesses leverage customer data and buying habits from Ramadan to personalize post-Ramadan marketing campaigns and encourage repeat purchases?By effectively leveraging customer data and tailoring post-Ramadan marketing efforts based on Ramadan buying habits, UAE e-commerce businesses can enhance customer engagement, drive repeat purchases, and foster long-term loyalty among their customer base. We can also argue that the era of generalized marketing campaigns is over, and e-commerce players must differentiate themselves by offering customers what they genuinely want.For instance, to craft a special gift idea for the holy month, Flowwow used a data-driven approach and tapped into insights drawn from consumer studies conducted during Ramadan and Eid al-Fitr. From the open studies and surveys, we found out that 83% of people seek spiritual inspiration, 78% showing interest in gift ideas and how-to videos with a surge in "Ramadan games". While 91% of shoppers prefer the content that promotes community and togetherness across both Facebook and Instagram during Ramadan and Eid. The consumer insights confirmed our suspicions: there is a growing reluctance towards cliché gifts during Ramadan celebrations. It moved us towards offering people something truly unique and meaningful, reflecting the core Ramadan values. So, combining social media insights with the increased interest in games and gift ideas, we decided to introduce the "Ramadan Moments" card game, infused with local artistry. This gift idea was designed to foster meaningful interactions within families and uphold the values of unity and togetherness during this holy period. What’s also significant to consider: all of our promotional activities were consistent and aligned with one core strategy, contributing to brand recognition, trust-building, audience engagement, and long-term success in the competitive landscape. The database of those who interacted with the game can be further turned into the database of loyal customers. If you manage to connect with the audience during your Ramadan campaign, do not miss an opportunity to foster your client-to-business relationship. Personalise the next offering, use digital marketing instruments like Facebook Ads to keep customers updated on what you're offering. It will build deeper associations and connections that could turn your customer into a repeat one. For instance, at Flowwow we usually use a look-alike audience to find our target client.Did the UAE's e-commerce infrastructure face any specific challenges in handling the Ramadan surge in online orders? How can businesses adapt their logistics strategy to ensure smooth delivery during such peak periods? That’s a good question for us, as despite our rapid growth into a global marketplace with 3,000,000 orders per year and operations in over 30 countries, we have maintained a remarkable 98% customer satisfaction rate without expanding our team. On International Women’s Day alone, Flowwow processed 250,000 orders (compared to the average volume of 10,000 per day), ensuring quality service with just 1.6% disputes from the massive count.So, during Ramadan and Eid Al Fite sales peaks, our first and foremost goal is to sustain customers’ trust, keep up with the increased flow of orders and maximise overall customers’ experience.To make it happen, our IT, customer support, and operations teams have developed a flexible system that allows us to scale and manage services efficiently, particularly during peak periods. A well-structured support service combined with big data analysis helps us win over customers and uphold our brand's reputation even during high sales periods. Here are also some tips that help us go through the festive periods:1. We adapt all product features before the holiday so that during the holiday, we can provide a comfortable user experience. Additionally, our support team handles all IT bugs so that they can be implemented into operation.2. We conduct an analysis of expected traffic and build processes around it, involving the support and IT teams.3. Since we are a marketplace, it is important for us to inform our sellers, so we tell them about the expected growth so that they can prepare.During the post-Ramadan boom, do UAE consumers tend to favour local or international e-commerce retailers? What strategies can both local and global businesses adopt to attract customers in this competitive landscape?As Ramadan seamlessly blends tradition with modern shopping practices, we're seeing a surge in online gift purchases. This trend is fueled by both the convenience of online shopping and the growing desire to support local businesses. During Ramadan 2024, Flowwow is observing a remarkable uptick in the popularity of local and personalized gifts. The company’s experts report that in March 2024 alone, the number of online gift purchases from local brands in the UAE increased by 65% compared to the same period last year and by 84% compared to non-festive periods. The growing trend towards authenticity highlights a shift towards supporting local businesses and embracing individuality in gift-giving choices. Local makers often have a deeper understanding of multicultural preferences, offering unique options that resonate with people's needs. Given UAE’s diverse population, strong cultural tradition of gift-giving, and the increasing impact of digital technologies, the country’s online gifting market presents significant growth prospects and is predicted to expand at a compound annual growth rate (CAGR) of 19-20% from 2024 to 2028.

This week on Ag Talk, we're thrilled to introduce Marie Claire Maalouf, whose roles range from "Mommy" to "Creative Leader" and beyond. Yet, she resonates most with being called "A Student of Life." As the Chief Communications Officer (CCO) at Edelman, Marie Claire, affectionately known as MC among colleagues, has made a lasting impact on the creative landscape of the Middle East and North Africa (MENA) region.In the years 2022 and 2023, her contributions led to the acquisition of over 100 awards, including prestigious accolades like the D&AD Yellow Pencil, one of the two Cannes Lions Grand Prix, and the sole Grand Lia in Health for the MENA region. Her portfolio is recognized by esteemed platforms such as The One Show, Cannes Lions, D&AD, and many more.Marie-Claire's influence goes beyond her professional endeavours; she has also served as a juror for prominent award shows like Cannes Lions, New York Festival, and D&AD. In an exclusive interview with Adgully Middle East, Marie Claire Maalouf, CCO of Edelman, explores her creative journey, her pivotal role at Edelman, and the unique opportunities and challenges encountered within the MEA creative sphere, where tradition intertwines with innovation to pave the way forward.Can you share with us your journey in the creative industry, particularly how you transitioned into your role as Chief Creative Officer at Edelman?Since day one, it has been a rollercoaster of embracing change, pushing boundaries, and constantly seeking out opportunities to make a real impact, to produce creative work that not only stands out but also stands for something. That’s why I see my transition from advertising to CCO at Edelman as a natural next step in my journey. It came from my broader understanding of the world of communication and a desire to leverage creativity beyond advertising, into realms where strategies intersect with public relations, digital innovation, and the ever-evolving media landscape. It doesn’t hurt when you truly believe in what Edelman does at the core: harnessing creativity to build trust—trust between brands and their audiences, between institutions and the public—trust that begets action, and action that begets trust, and so on and on...What unique challenges and opportunities do you encounter working in the creative field within the MEA region, considering its cultural diversity and rapidly evolving market?The cultural diversity here is not just a backdrop; it's the main act. It’s both the challenge and the opportunity. But if I had to pinpoint one specific challenge, it would be not falling into the trap of catering to everyone at the same time for the sake of inclusivity or out of fear of alienation. This is when we lose all the flavour and nuances and end up talking to no one. Once we overcome that challenge, opportunities present themselves. Just dive deep into the diversity, respect it, learn from it, and use it to create work where different cultures overlap, making work that bridges gaps, builds trust, and fosters connections. Once you’re at that level, you’re no longer just speaking to the MEA; you’re speaking for it, championing ideas that matter, that provoke thought, and, ultimately, drive change.How do you approach integrating traditional cultural elements into modern creative campaigns, especially in a region like the MEA where tradition holds significant importance?Tradition holds significant importance in the MEA region, but so does innovation. I’d say that one of the oldest traditions in the region is to keep moving forward. Tradition and modernity aren't mutually exclusive in creative work. I’d argue that the more understanding of the culture the work has, the more relevant and creative it can be. It is about striking a balance, diving deep into cultural stories, symbols, and values that resonate, then twisting them with contemporary insights or technologies to create something fresh yet familiar. The trick is not just to decorate with tradition but to embed it into the work, making it relevant to today’s audience.As a creative leader, you have contributed substantially in bringing the most coveted awards of the industry to the MENA region. In 2022/2023, you have helped win more than 100 awards. Could you highlight some of the most memorable campaigns you've worked on, and what made them successful in the context of the region?I’d start with the "Despair No More," which is rooted in the culture and the language. While we as a society were moving away from the stigmatization of menopause, the language was lacking, which hindered our progress as a society. So, we took it upon us to change the name of menopause in Arabic from the derogatory term “Age of Despair” to “Age of Renewal”.And then there is the work we’ve done for Annahar, the bold and brave Lebanese newspaper, which was contextual in its nature. Every single piece was a reaction from Annahar to a current relevant situation, a will to take a stand and challenge the status quo.In a constantly changing media landscape, what strategies do you employ to ensure your creative work remains innovative and relevant to your target audience?We simply listen. We listen to our audience and then we involve them in the work. We don’t talk at them; we work with them. A good example of that would be our GenZ lab that we have recently initiated in KSA for the region.What role do you believe storytelling plays in effective communication, particularly when it comes to connecting with audiences in the Middle East?Human beings are storytellers or seekers by nature. From the first cave drawings to the latest meme someone is posting at the moment you’re reading this, there is a story, a will to tell and share a story. But to truly connect with our audiences today, we have to learn when to be the storytellers and when to set the ground for people to tell their story or even ours. Today, brands do not have 100% control over their own story. Anyone with an internet connection can contribute to that story and even take it to a different place. This is where trust and action become important. If we act on the stories we’re telling, our audiences will trust it, act on it, and continue to tell it.You have been working for many social causes as well as helping women all around. What are your views about women's empowerment in the Middle Eastern region? What does the future look like?The region is steadily catching up with the rest of the world in that regard; we’re not where we want to be yet, but at least we’re moving. Even on a global level, we’re still far from an ideal situation. We’ve had our waves of 'first female X'... The future would be a place where we are no longer celebrating firsts, no longer having to prove our worth but are recognized for who we are and what we bring to the table. Empowerment today means action; what was enough five years ago is now the bare minimum. Now, there is progress and momentum is building up, and by looking at the younger generations, it seems we’re heading in the right direction; so now is the time to work harder. We can't just coast to where we want to be.

In this interview with Adgully Middle East, Talal Thabet, CEO Haltia.AI, paints a picture of how Haltia.AI and similar technologies will transform the way we interact with technology, offering personalized experiences that enhance productivity, well-being, and human connection. This interview provides a deep dive into this AI startup’s vision, technology, and impact on the future of AI interaction, offering valuable insights into the evolving landscape of personal AI experiences.How is Haltia.AI redefining personal AI experiences in the UAE, considering the unique cultural landscape and user needs?Haltia.AI recognizes the importance of cultural sensitivity in crafting a personal AI experience. Moreover, Haltia.AI champions member empowerment and respects the spirit of self-sovereignty, in alignment with the cypherpunk principles of our co-founder and CTO, Arto Bendiken. Here's how we address this in the UAE:On-device processing: Member data stays entirely on their devices, maximizing control and privacy. I see privacy as equal to dignity. This aligns well with the cultural emphasis of the region.Multilingual capabilities: Catering to the region's diverse languages, Haltia.AI will incorporate advanced language processing for seamless interaction in Arabic and other prominent languages.Culturally-aware knowledge base development: We're building an AI with a knowledge base that acknowledges local customs, etiquette, and sensitivities relevant to the UAE and regional context.Member-controlled persona development: The AI personalizes the companion's interaction style based on the member’s usage which offers more formal or respectful speech patterns to align with cultural preferences.Can you elaborate on how Haltia.AI goes beyond basic automation and truly personalizes the user experience with adaptive intelligence?Firstly, at Haltia.AI we do not have “users”. We have “members”. “Users” are for social media and drug dealers. When a service is free, a user and their data become the product. To answer your question, Haltia.AI's core strength lies in its Adaptive Personal AI technology. Here's how it personalizes the experience:Learning from member interactions: The AI continuously learns from member behaviour, preferences, and communication patterns.Predictive capabilities: Based on learned patterns, Haltia.AI anticipates member needs and proactively suggests actions or information.Contextual awareness: The AI understands the context of member queries and tailors responses accordingly, providing more relevant and helpful information.Evolving knowledge base: As members interact with the AI, the knowledge base personalizes itself to their specific interests and needs.With the constant evolution of AI, how is Haltia.AI ensuring its technology stays adaptable and relevant in the long run?We are committed to continuous innovation at Haltia.AI:Dedicated R&D team: Our team actively researches advancements in AI, focusing on areas like real-time knowledge capture and large language model optimization for mobile devices. A team that has already published several prominent papers and will continue to do so.Open architecture: Our technology is designed to be adaptable and integrate with future AI developments, and consequently, can be customized for both the public and the private sectors too.Collaboration with developers: We offer developer kits, fostering a community that builds upon our core technology, accelerating innovation.As AI becomes more integrated into daily life, how is Haltia.AI addressing potential ethical concerns around user privacy and bias? Should AI be regulated? What are your thoughts especially in the backdrop of the recent AI law passed by the EU?At Haltia.AI, ethical considerations and user privacy are paramount. We are one of the few startups that has a dedicated Ethicist on our payroll who directs our compass towards the ethical values that are essential to us as a brand. In addition, we have nine cypherpunks on our advisory board that are all privacy advocates who are happy to ring the alarm should they find that we have not lived up to our brand promise of unbreachable privacy. This direction and keen desire to maintain privacy is because we believe in empowering members with complete control over their data. That's why our core innovation lies in on-device processing.Data never leaves the device: Unlike traditional AI assistants, Haltia.AI processes all information entirely on your smartphone or device. This eliminates the risk of data breaches entirely, as your data never travels to the cloud.Focus on member control: Members have complete autonomy over what information they share with the AI and how it's used.Bias detection and mitigation: We actively address potential biases in our AI by employing diverse datasets and rigorous testing methodologies. We're fortunate to have a senior AI ethicist on our team, leading these efforts and ensuring responsible development.Industry standards and best practices: While we may not advocate for heavy-handed regulation, we believe in responsible AI development and support industry standards that promote user privacy and mitigate bias. The EU's AI Act highlights some valuable considerations in this regard.By prioritizing on-device processing, member control, and leading with an AI ethics expert, Haltia.AI offers a future of AI interaction built on trust and transparency.Does Haltia.AI have ambitions to expand its reach beyond the UAE and cater to a global audience? If so, how will it adapt to diverse cultural contexts?Global presence is an obvious part of our vision. Here's how we'll adapt:Multilingual support: We'll offer extensive language processing capabilities to serve users globally from launch.Culturally-aware knowledge base development: We'll work with local partners and experts to tailor the knowledge base to specific regional contexts.Customizable member interfaces: The UI will be adaptable to accommodate different cultural preferences for design and interaction.Working with the enterprise sector clients that have a similar geographic canvas to roll out the service across their footprint.How will Haltia.AI and similar technologies transform the way we interact with technology in the coming years?Personal AI companions like Haltia.AI will change human behaviour and create a new era of human-tech interaction:More intuitive and natural interaction: We'll move away from keyword searches and towards a more conversational way of interacting with technology.Increased efficiency and productivity: AI will anticipate needs and handle routine tasks, freeing up human time for more creative endeavours.Personalized experiences: Technology will adapt to individual members, providing a more seamless and enriching experience, whether at work or in a member’s private life.Haltia.AI and similar companions, not just assistants, will evolve into the companions that provide assistance, guidance, advice, coaching, promotion, motivation, and dare I say, allow the members to feel supported, loved, and cared for. Human behavior will undergo a transformation, with stress levels decreasing, and instances of overwork and burnout diminishing. Consequently, society will witness greater unity and tolerance among individuals, as Haltia.AI democratizes intelligence just as the internet democratized information.

PubMatic, renowned for pioneering digital advertising solutions, has recently welcomed Sadia Akhter as its Director of Advertising for the MENA region. With an illustrious career spanning over two decades in media and advertising, Akhter brings a wealth of experience garnered from diverse leadership roles encompassing sales, operations, and client services. Prior to her appointment at PubMatic, she held prominent positions such as Co-Founder & Managing Director at Sociallyz, Managing Director at FreakOut MENA, and Regional Managing Director at Addictive Mobility.In an exclusive conversation with Adgully Middle East, Sadia Akhter, Director of Advertiser Solutions - MENA at PubMatic, provides insights into the company's strategic vision for the region. Emphasizing the growing prominence of women in advertising, she delves into the evolving landscape and the significant contributions made by women, highlighting their inherent strengths in shaping the industry's future trajectory.Please talk a little about PubMaticPubMatic (Nasdaq: PUBM) is an independent technology company maximizing customer value by delivering digital advertising’s supply chain of the future. PubMatic’s sell-side platform empowers the world’s leading digital content creators across the open internet to control access to their inventory and increase monetization by enabling marketers to drive return on investment and reach addressable audiences across ad formats and devices. Since 2006, our infrastructure-driven approach has allowed for the efficient processing and utilization of data in real time. By delivering scalable and flexible programmatic innovation, we improve outcomes for our customers while championing a vibrant and transparent digital advertising supply chain.What is PubMatic’s roadmap in MENA?PubMatic is committed to building the digital advertising supply chain of the future, across the MENA region. To achieve this goal, PubMatic has been increasing its investments in the region and providing its growing client base with best-in-class technology that spans various formats such as CTV, online video, digital display, mobile and more. Following the success of recent product launches such as Activate, our solution that puts buyers in control of their media-buying strategy while simultaneously driving more revenue to publishers, and Convert, our unified advertising and buying commerce media platform which leverages PubMatic’s expertise in monetisation and digital advertising, we are very much looking forward to growing the business and delivering the best value to our clients.Women outnumber men in the advertising industry yet are underrepresented in leadership roles. Your thoughts? Also, please elaborate on your role in advertising. Advertising has historically been a field where women have excelled, as evidenced by their high representation in the industry. However, they often find themselves underrepresented in leadership roles compared to men, revealing that gender biases are still present. Addressing these systemic issues requires widespread behaviour shifts, a cause I've advocated for throughout my career.At PubMatic, where I primarily oversee the buy-side client relationships across the MENA region, we actively recognise and support women’s talent, providing them with opportunities to step into leadership roles. Amélie Grenier-Bolay's journey is a testament to this support. Having been with PubMatic for eight years, she has progressed into a leadership role as the Country Manager for Italy and MENA. Her path highlights the nurturing environment PubMatic cultivates, enabling women to grow and progress into leadership positions.How can men go from being part of the problem to part of the solution?Men can play a pivotal role in advancing gender equality, be it in the workplace or at home. In my case, I’ve worked with several male leaders who never made me feel that I had to push for equality. I was actively encouraged to participate in business decisions, share my expertise, and learn from those experiences.  Generally, I’d urge men to listen to women more and build a foundation of trust and respect in the corporate world. Such a foundation will help men avoid seeing work through the lens of gender and ally with women for common goals. It will help recruiters choose the best person for the job; not the best man. In the context of the corporate world, what are the prevailing challenges for women aspiring for leadership positions? How would you tackle them?Social perceptions, gender stereotypes, and biases pose significant challenges to women, often disrupting and discouraging their journey toward leadership roles. Education is key to addressing such issues. Training programmes and awareness campaigns can help mitigate unconscious bias in hiring, promotion, and performance evaluation processes.  Another important issue would be work-life balance. Balancing leadership responsibilities with family and personal commitments can be challenging for women due to societal expectations and limited support systems. Implementing flexible work arrangements and parental leave policies can enable women in leadership positions to balance their professional and personal responsibilities more effectively.  What has helped you achieve work-life balance?Constant help and encouragement from my husband have been integral to my work-life balance. We have no defined gender roles in our household — we tackle things as they come, with whoever is free handling the task at hand at any given time. Leadership is also about nurturing the next generation of leaders. What is your message for women leaders of tomorrow? Use your voice. Trust your knowledge — you know more than you think you do. The more you believe you belong in the room, the more confident you will feel.Please share personal experiences of navigating gender biases at any point in your career. Gender biases work in mysterious ways. When I first relocated to the Middle East from the UK, I remember attending an industry event where I felt pressured into joining a panel discussion on a market I had been in for only three weeks. My inclusion did not quite feel natural but forced, likely because I’m a woman. I have subsequently cultivated a belief that if I’m an expert in a field, I will not hesitate to share my thoughts. If I lack the necessary expertise, I gladly pass on the opportunity to someone who does. Similarly, it is not uncommon to experience “mansplaining”, which I believe can be navigated through confidence, upskilling, and perseverance. How have women inspired you in your journey? Please elaborate on their influence on your career and leadership style. Over the last 20 years, numerous women at different junctures have inspired me. I've drawn distinctive inspirations from those women mentors and incorporated them as I forged my own path to success. But there are common, stand-out traits among them: Emotional Intelligence and maturity. Emotional intelligence (EQ) is a crucial, often overlooked aspect of leadership. Those traits enabled them to lead by example, take risks, break biases, and succeed.Why do you think is the observance of Women’s Day important? How does it impact the global discourse on gender equality?I had always wondered why just one day was dedicated to women when we deserve recognition and appreciation throughout the year. However, after learning about systemic inequalities and injustice faced by women over centuries, I understood the need to dedicate a day to resolutely acknowledge the impact and importance of women in all walks of life, shed light on prevailing challenges, and create an action plan to address them.

Authored by Jadd Elliot Dib, Founder and CEO, Pangaea XIn today's data-driven world, the approach to data analytics plays a pivotal role in shaping business strategies and decision-making processes. I have witnessed the evolving landscape of data analytics, characterised by contrasting methodologies: artisanal data analytics and industrial data analytics. These two approaches offer distinct advantages and challenges, each catering to different needs in the realm of data analysis and interpretation.Artisanal data analytics embodies a personalised and craft-like approach to data analysis. It focuses on tailoring analytical processes to specific business contexts, incorporating unique insights and nuanced interpretations. Much like an artisan crafting a bespoke masterpiece, artisanal data analytics delves deep into data intricacies, uncovering hidden patterns and correlations that may go unnoticed in standardised approaches.One of the key benefits of artisanal data analytics is its ability to capture the context and complexities of data, providing a more holistic understanding of business challenges and opportunities. By leveraging advanced analytics techniques such as machine learning algorithms and predictive modeling, artisanal analytics empowers organisations to make data-informed decisions with precision and foresight.However, artisanal data analytics also presents challenges, particularly in scalability and resource-intensive efforts. The personalised nature of analysis requires significant expertise, time and resources, making it suitable for focused projects or specialised areas rather than large-scale data processing.On the other hand, industrial data analytics represents a standardised and mass-produced approach to data analysis. It emphasises efficiency, scalability and automation in data processing, leveraging predefined algorithms and workflows to streamline analytical tasks. Industrial analytics excels in handling large volumes of data swiftly and consistently, making it ideal for routine data processing and real-time analytics applications.The main strength of industrial data analytics lies in its scalability and cost-effectiveness, enabling organisations to process vast amounts of data efficiently and derive actionable insights at scale. By adopting standardised methodologies and tools, industrial analytics promotes consistency and repeatability in data analysis processes across diverse business functions.Nevertheless, industrial data analytics may encounter limitations in adapting to unique data contexts and complex analytical requirements. The standardised approach, while efficient, may overlook nuanced insights and subtle variations in data patterns that could be crucial for strategic decision-making.As we navigate the data landscape, it is essential to strike a balance between artisanal and industrial data analytics approaches based on specific business needs and objectives. Combining the precision and context-awareness of artisanal analytics with the scalability and efficiency of industrial analytics can unlock the full potential of data-driven insights for organisations.I think, as a data analytics business owner, it's important to recognise the significance of blending these approaches strategically to deliver tailored and impactful data solutions for our clients. By harnessing the best of both worlds, we empower businesses to extract actionable intelligence from data while optimising resource utilisation and scalability.The evolving landscape of data analytics calls for a nuanced understanding and strategic integration of artisanal and industrial data analytics methodologies. As we embrace data-driven strategies, let us leverage the craftsmanship of artisanal analytics and the efficiency of industrial analytics to drive innovation, growth and success in today's dynamic business environment.

In the bustling world of retail, Ramadan emerges as a pivotal period marked by shifting consumer behaviours and innovative retail strategies. Hakim Amar, Head of Retail Partnerships for EEMEA at GfK, an NIQ Company, offers profound insights into the dynamic landscape of Ramadan retail. From changing shopping hours to the surge in e-commerce, Amar navigates through the intricate tapestry of Ramadan retail trends, shedding light on emerging patterns and successful strategies adopted by retail giants. Join us as we delve into the heart of Ramadan retail with Hakim Amar.What are your insights into the consumer behavior and spending patterns observed during Ramadan?Change in Shopping Hours: With altered eating and sleeping schedules during Ramadan, there is a noticeable shift in shopping hours. Malls and markets may stay open later into the night, catering to shoppers after iftar and prayers.E-commerce Growth: More people turn to online shopping for convenience, and this can be seen in the boost via e-commerce platforms.Increased Spending on Food: Families typically spend more on groceries and food items during Ramadan, for iftar and suhoor. A surge in demand for traditional Ramadan foods and ingredients is observed.What are some common promotional strategies employed by retail companies during Ramada?Bundle Deals: Retailers offer bundle deals for electronics to encourage customers to buy more while creating added value to the purchase.Special Offers, Promotions, and Bank Discounts: These offers, promotions, and exclusive coupon codes attract price-conscious consumers who are looking to make purchases for Ramadan and Eid celebrations.Limited Time Offers and Flash Deals: Retailers may offer exclusive discounts for a short duration, encouraging customers to make purchases quickly before the offer expires.Gift with Purchases: Customers are more likely to make a purchase if they perceive added value in the form of a complimentary gift or sample.Extended Store Hours: This is done to accommodate customers who prefer shopping after iftar, leading to an increase in footfall and sales.Ramadan-Themed Campaigns: Ramadan campaigns surrounding family, togetherness, and giving resonate with customers and help build brand loyaltyCan you discuss any emerging trends in retail sales specific to Ramadan, such as the rise of e-commerce?Demand for electronics and appliances: With extended family gatherings and social events, there's a demand for electronics and appliances that facilitate entertainment, cooking, and communication.Market uplift in the UAE: For the overall technical consumer goods market in the UAE, an 8% uplift was witnessed during the month of March ’23 and April ’23 compared to other non-sale periods.Categories contributing to the Uplift: A few categories which contributed to this uplift were:Deep fryersGaming devices like monitors and video game consolesSmall domestic appliances like food preps, cooking and kitchen appliancesHair dryers.What role do discounts, promotions, and special offers play in driving consumer spending during Ramadan, and how do they differ from other times of the year?! Here's the information in a more legible format:Increased Social Gatherings during Ramadan: Ramadan sees increased social gatherings and preparation for Eid, making consumers more open to promotional efforts.Strategic Use of Attractive Deals: Retailers strategically use attractive deals that resonate with the festive atmosphere, especially towards the end of Ramadan.Intensified Competition in Retail: The competitive retail landscape intensifies the use of discounts, with online platforms and pure players like Noon and Amazon playing a significant role.In your experience, what are some successful case studies or examples of retail companies effectively capitalizing on Ramadan retail trends in the Gulf countries?Strategic Promotions by Pure Players: Companies like Noon and Amazon capitalize on key opportunities and periods before, during, and after Ramadan to launch promotions and sales, aligning with customer sentiments.Week-long Ramadan Deals Event: These companies host a week-long Ramadan Deals event, offering discounts on various products including electronics, home appliances, beauty products, and kitchen essentials. They partner with popular brands and provide exclusive flash sales and limited-time offers throughout the week to encourage online shopping.Virtual Ramadan Bazaars: To enhance the shopping experience, these platforms introduce virtual Ramadan bazaars, showcasing artisanal products and handmade crafts from local sellers.

As digital consumption continues to surge, particularly among Gen Z and Millennials, the realm of Connected TV (CTV) presents a wealth of opportunities for media planners. Paul Wright, General Manager of Western Europe and MENAT at AppsFlyer, offers insights into the strategies media planners should prioritize in 2024 to leverage this shift and ensure campaigns effectively engage with target audiences. From capitalizing on addressable media to navigating CTV analytics, Wright delves into the nuances of CTV advertising and its transformative potential in the ever-evolving media landscape.With the surge in CTV usage especially among Gen Z and Millennials, what strategies do you believe media planners should prioritise in 2024 to leverage the opportunities presented by this shift? And how can media planners ensure that their campaigns effectively engage with the target audience?You’re absolutely right in that the consumption of digital services and content is on the rise. The United Arab Emirate’s video-on-demand market user penetration is projected to rise from a current 18% to 22% by 2027. The most recent AppsFlyer report on this topic showed that 64% of businesses are already running direct-response CTV campaigns, and 98% of them believe CTV will eventually overtake mobile as an advertising channel, with a quarter predicting this will happen by the middle of this decade. It is easy to see the attraction of CTV advertising — the opportunity to reach new customers, the prospect of higher engagement levels, and the potential of higher lifetime value.The hundred-million-dollar UAE VoD market is but a sliver of a hundred-billion-dollar global ecosystem. This presents new opportunities for marketing professionals to enhance the effectiveness of campaigns because CTV ads have been shown to produce much higher viewing completion than other forms of communication. With the ability to fine-tune both the message and the audience through insights from rich data sets, campaign-runners can be more strategic with their ads, placing them across top-tier networks and popular content, and even re-engaging their OTT and CTV viewers across the various devices they use. In light of the conversation surrounding Gen Z and Millennials, it's crucial for media planners to recognize the dual-screen opportunity, particularly the synergy between TV and mobile, especially on social media platforms. With the surge in CTV usage among these demographics, media planners should prioritize strategies that capitalize on this trend. One effective approach is to integrate TV and mobile advertising seamlessly, leveraging the strengths of each platform to engage audiences across multiple touchpoints.How can advertisers leverage the unique advantages offered by CTV, such as addressable media and immersive ad experiences, compared to traditional TV advertising?Traditional cable operators can only track number of views and viewer location, which is not the richest set of insights in today’s consumer markets, where individualization is a must-have. OTT platforms perform much better in gathering data, in terms of both quantity and quality. They know much more than just what people are watching; they know how they are watching it, and when they disengage from content and why. They can also compose reports on cross-regional viewing trends that can be immensely useful to marketers.These are the technical benefits that lead to the business advantages — new audiences, enhanced engagement, and higher lifetime value. Unsurprisingly, data drives the transformation story. Rich metrics gleaned through OTT and CTV platforms remove the guesswork from viewing analyses and put paid to the leaps of faith associated with campaigns of old. Today’s streaming services can accommodate niches that account for episode content, short-form content such as news reports, live streaming, and VoD. There's a significant programmatic opportunity for media planners to delve deeper into targeting, allowing for granular precision in reaching specific demographics and audiences. Leveraging platforms such as the TTDs, Amazon, and now Walmart, presents a unique advantage, as they can bring in valuable signals from various sources. This enables media planners to optimize their campaigns effectively by tapping into rich data insights and reaching audiences across multiple touchpoints.How do advancements in CTV analytics and measurement tools, including Attention measurement, influence media planners' decisions to invest in CTV advertising?The insights made possible by CTV platforms offer a host of benefits to marketers who can use this invaluable information to fine tune their campaigns. For example, by tracking brand reach, they can get to grips with the extent to which OTT ad campaigns are reaching relevant audiences. Along with reach goes frequency and the gross-rating points (GRPs) of OTT ad campaigns.Or consider another crucial metric — brand lift. OTT ads can drive brand awareness across different audiences. Marketers must measure the perception change directly related to their campaigns, including awareness, favourability, and purchase intent. All these data points can lead to a better understanding of how messaging approaches directly lead to a better position for the brand within the market.Measurement and fragmentation are potential challenges in CTV placements. How do you suggest advertisers/media planners address these challenges while ensuring effective ROI on their ad campaigns in the CTV space?You've touched on a very important point here. A significant challenge for CTV advertisers is that every inventory source collects data differently, resulting in different insights. Often, providers operate in walled gardens, which force advertisers to work directly with them, deal with varying and limited data sets, and prevent user-level data from leaving their individual platforms. The result is an extremely competitive and fragmented marketplace, where advertisers face challenges around accurate measurement and attribution.That said, because CTV advertising is so rooted in data, it’s possible for marketers to measure the success of their campaigns, and attribute results to the right sources, with pinpoint accuracy. This will require the support of a good MMP to help them navigate the fractured landscape, providing centralized, unbiased attribution across media sources, channels, and devices. Brands can successfully overcome defragmentation by running upper and lower funnel campaigns with the same measurement partners. Combining brand and performance campaigns on CTV would defragment the funnel and allow for a better understanding of the user journey. And of course, another crucial part of the solution is data standardization. Working with a partner such as AppsFlyer, that is capable of enabling standardization, will ensure that even though more and more networks are becoming walled gardens, you can still get all those data points in one consistent analytics dashboard.Two key user journeys to track are as CTV-to-CTV attribution and measurement and CTV-to-mobile attribution and measurement. The former is where CTV ads result in CTV app installs, on the same device or operating system, while the latter is where viewers install a mobile app after seeing it advertised on a CTV device. In both cases, where things get tricky is that each CTV platform provides its own reporting method, and the reporting itself may vary in terms of consistency, granularity, and naming conventions. This is where an MMP such as AppsFlyer can help, by providing a consolidated dashboard. By working with an MMP that integrates directly with CTV platforms like Roku, Fire TV, Apple TV, Android TV, Chromecast, gaming consoles, and smart TVs, marketers can access deeper metrics such as LTV and metadata for better attribution.

In the realm of fitness and personal training, few names command as much respect and admiration as Sarah Lindsay. A three-time Olympian, European gold medalist, and a luminary in the world of personal training, Sarah Lindsay, alongside her counterpart and husband, Rich Phillipps, has redefined the landscape of fitness coaching. Together, they founded Roar Fitness, where clients are immersed in an Olympic-level experience.Roar Fitness provides comprehensive and cutting-edge personal training experience. Sarah Lindsay's influence transcends her remarkable athletic achievements; she is an inspiration for those striving to unlock their full potential. Her roster of clientele reads like a who's who of the entertainment industry, including the likes of Ellie Goulding, Nick Grimshaw, and Mel B, among others.In an exclusive interview with Adgully Middle East, Sarah Lindsay offers insights into Roar Fitness's evolution, including its recent relocation from London to Dubai. Sarah delves into the ethos of Roar Fitness and the distinctive elements that set it apart in the competitive world of personal training.Roar Fitness, originating in the UK, has expanded to Dubai. What was the inspiration behind bringing Roar Fitness to Dubai, and what distinguishes it from other fitness establishments in the city?So, we have three sites in London. We always wanted to go abroad, we just didn’t know where. We then came to Dubai during lockdown, fell in love with the city, and decided that we would do our first international expansion here.ROAR is unique in that it offers a one-stop destination for our clients to come and train individually with their trainers, while also having regular check-ins with their nutritionist to see if they are keeping on track. Creating this very individualized experience for each of our clients means that there are very few people on the gym floor at one time – allowing our clients to feel safe and never judged while training.Our trainers not only focus on the physical aspect of our clients but also their mental well-being, which I feel many gyms don’t do these days.Both you and Rich Phillipps, the founders of Roar Fitness, have relocated from London to Dubai permanently. What motivated this decision?Like so many people, the tax situation in the UAE is much better compared to the UK. My husband and I also relocated here permanently as unlike in London, no one knew who we were here and so, it was important for us to be here on ground, building the best team possible. It felt like we totally started from scratch, we took for granted how much easier it was for us in London, but that’s half the fun, isn’t it! So, coming to Dubai, and building ROAR’s reputation and building the team and recreate what we have managed to do well in London was our ultimate goal.Could you provide insights into the variety of fitness programmes and services available at Roar Fitness?We do private personal training only at ROAR, and are known for getting real results with clients. We have 8- and 12-week packages. The 12-week package is always the most popular because I think it means it’s not just a result achieved in the end, instead people form healthier habits, and it becomes part of their lifestyle. So that’s the most popular package at ROAR.As mentioned earlier, training is very private at ROAR - there are a maximum of 9 people always on the gym floor at one time so clients always have plenty of space and can follow the program as it was designed for them. For example, in a commercial gym, if you are supposed to have 2 minutes rest between exercises, it can often turn into 6 minutes long because someone else is using the equipment. Now the program is kind of out the window, and you have to change exercises, which means there isn’t continuity in the program, or you end up taking too much rest.At ROAR, you are not just simply exercising; there is a real method behind what you’re doing. It’s been planned and designed especially for you, to get you the results you came in for, whatever they are. We are known for the visual and aesthetic results, but that’s just the tip of the iceberg. There is so much more to training and nutrition – clients come in and have all their assessments, a session with the nutritionist, and a movement screening which is how we design the plan. Your program is designed to facilitate the goal that you came in for. All trainers are trained in the ROAR method, so we are all working in the same way. It’s not freelance trainers, all working according to their own methods, which in turn creates a space of positive people coming together to achieve great things.How does Roar Fitness Dubai prioritize the safety and well-being of its members, particularly amidst current health concerns?When people sign up, we conduct a movement screening alongside the nutrition consultation. We check for stiffness, tightness, weaknesses, and potential for injuries. From that, the trainers decide which exercises are appropriate for each person’s body mechanics in order to keep them safe.Roar Fitness is renowned for attracting celebrity clients. The privacy aspect that ROAR provides is a significant draw. We don’t offer classes; it’s only one-to-one training. No one is on their phone on the gym floor, and as far as I’m concerned, everyone is the same once you are on the gym floor in their shorts and t-shirts – nobody cares if there is a famous person in the room because everybody is just working hard, they are focused on what they are doing, so people don’t feel watched.This highlights something important: just because someone is a celebrity and might feel conscious that they are being watched, that goes for everyone. Most people feel like that when they first start in the gym, they feel self-conscious and uncomfortable, and they feel like everyone is watching them, so we have done a lot to try to eliminate that feeling and make people feel comfortable and secure.The other reason celebrities come to us is for the results. If they need to get in shape for something, a lot of these people are on television and are in the public eye, being criticized, and it does obviously heighten your sense of self-awareness, so if you want to get in shape or someone needs to get ready for an event, a movie, or a show then ROAR is the place they come to.As far as the training goes, progressive overload is what we focus on. So, it's weight training using progressive overload to get people stronger, increase their muscle which improves their metabolism and makes using and keeping body fat off much easier.How does Roar Fitness approach nutrition and dietary guidance to complement its fitness programs?Unfortunately, a lot of people’s general approach towards nutrition is to try not to eat, and there is just no progress with this. You can’t go all day and not eat any food and expect results. I think it’s a very negative way of looking at nutrition. Your food is there to nourish you, and you need food and it’s good for you. It shouldn’t be seen as a bad thing.It’s difficult at first because people want to lose weight and are used to losing weight by eating very little and depriving themselves of a lot of food, so they think that’s how they need to do it. So, giving people more food to eat seems counterintuitive to them and they are not completely comfortable with it, so you have to try and explain those things to them and encourage them to think about nourishing their body first so you can get in as many nutrients as you can.Then you are eating for performance. You need to eat to be able to train properly, and if you care about your performance on the gym floor, then you are eating for performance. You eat to recover from your training session, and you start to see results. But really, the ultimate goal is to eat as much food as possible and get as many nutrients into your body, but still achieving the goal of losing fat and gaining muscle, so that’s the sweet spot.Would you be willing to share any success stories or testimonials from members who have achieved their fitness goals at Roar Fitness?Our client, Lewis, has always loved all types of fitness activities and generally valued fitness and health, but struggled with his diet. He was spending the summer in Dubai when the options to get outside were limited, so he thought it was the perfect time to see what physique changes he could make.He lost over 8kg of body fat in just 10 weeks, as well as seeing huge strength gains - increasing his dumbbell chest press from 12.5kg dumbbells to 35kg dumbbells. He's now a long-term member at Roar and is working hard in the lead up to his wedding this summer.<img src='https://erp.adgully.me/artical_image\a67afef26a0bd2d0282ca7c1b132986c.png' class='content_image'>What future plans or developments can we anticipate from Roar Fitness in 2024?We are looking to open ROAR 5 and 6 which will be located in Dubai, and then we would like to move to Singapore next!How does Roar Fitness Dubai foster a supportive and inclusive environment for all its members?We are a small team and I appreciate every single one of them. I try to look after them on an individual basis which is the beauty of having a smaller business. Everybody has different needs and feelings around things, and we just try to keep communication open and help people whatever their situation is as best we can. Everyone has different ideas on how to help the business move forward and how to help it grow, so I always try to be open to any ideas they may have.It’s the Holy month of Ramadan, are there any special offers or programmes?We have added a smaller package of six weeks which is more affordable for people to try where they will still see results. As a brand, we take into account the nutrition around Ramadan and timings – you should still try to train during Ramadan as most people won’t feel good after taking a rest for a whole month. However, the workout should be adjusted, which could include reducing the reps, taking more breaks, and timing your eating well so that you have the desired energy for your workout.

In the Middle East, Ramadan holds immense cultural and religious significance, marking a period of unity, sharing, and reflection. Hotpack Global, a leading provider of packaging solutions, acknowledges and embraces this significance by tailoring its marketing strategies to resonate with the essence of the season. Sabu Soumian, Head of Retail Operations- GCC at Hotpack Global, emphasizes the company's commitment to honouring Ramadan traditions while meeting the diverse packaging needs of its clientele. Hotpack offers special Ramadan-themed packaging solutions, including meal boxes, cups, paper bags, and stickers, designed to reflect the spirit of sharing and togetherness."We recognize the importance of aligning our products with the cultural values of Ramadan," says Sabu Soumian. "Our Ramadan-themed packaging solutions serve as symbols of cultural connection and tradition, fostering meaningful connections with our customers and communities."How does your company leverage the unique cultural and religious significance of Ramadan in the Middle East to tailor its marketing strategies for its packaging solutions?Hotpack recognizes and embraces the cultural significance of Ramadan in the Middle East. It's a period marked by sharing and coming together of communities, friends, and families. We offer special Ramadan-themed printed packaging solutions, including meal boxes, cups, paper bags, and stickers, designed to resonate with the essence of the season.We also introduced Ramadan meal and snack boxes, reflecting the spirit of sharing and unity that defines this month. These offerings are not only practical but also serve as a symbol of cultural connection and tradition. Additionally, we provide customization options for businesses seeking to align their products with the values of Ramadan, thus enhancing B2B sales opportunities.To amplify our message and engage with our audience effectively, we curate content centered around the Ramadan theme and leverage various marketing channels, including social media platforms. This ensures that our presence remains strong and resonant throughout the month, fostering meaningful connections with our customers and communities. Through these tailored strategies, we aim to honour the spirit of Ramadan while meeting the diverse packaging needs of our clientele.Can you share specific examples of successful marketing campaigns or initiatives your company has executed during the Ramadan seasons in the Middle East? How do you think these campaigns will resonate with the local audience?Our company implements a variety of marketing campaigns, both online and offline, that are strategically designed to engage with our audience and celebrate the significance of the occasion. We approach Ramadan as a phased journey, with distinct phases such as "Get ready for Ramadan" and "Ahlan Ramadan," each catering to different consumer needs and experiences. During these phases, we focus on preparing households, offering Ramadan-themed packaging solutions for businesses, and facilitating the distribution of iftar meals. We also launched a special Ramadan Iftar box which contains all the packaging needed for families to celebrate Iftar with their loved ones.We curate our communications and products to align with the cultural aspects of Ramadan, ensuring that our campaigns resonate with consumers in the Middle East. Additionally, we collaborate with top-level NGOs and government entities in the region for charity campaigns, further enhancing our outreach and impact. As a result, we have achieved significant success for our Ramadan campaigns, particularly in the retail segment, as demand for our products tends to peak during this time.What consumer insights or market research does your company rely on to inform its Ramadan marketing strategies for the packaging industry in the Middle East?Drawing from our extensive 28 years of experience in the market, we closely monitor seasonal trends, particularly during Ramadan, to anticipate shifts in consumer behaviour and preferences.Consumers show a heightened interest in exploring new brands and promotional packs and are more likely to make spontaneous purchases during Ramadan. To address their changing behaviour effectively we offer a variety of products and attractive promotions to consumers to enhance their experience and engagement with Hotpack.As manufacturers of consumables, we leverage our expertise to understand the specific needs and preferences of local consumers during this time This includes identifying the demand for customized branding options for meal boxes and other packaging solutions, which we validate through thorough research and feedback from existing and potential customers.Moreover, we conduct market research to collect comprehensive data and insights, including trends in online platforms such as search and social media, as well as consumer purchasing behaviour. This research allows us to keep abreast of market requirements and trends during the season, enabling us to develop targeted and impactful marketing strategies that resonate with our audience.How does your company adapt its product offerings or promotional activities to align with the purchasing behavior and preferences of consumers during Ramadan in the Middle East?We utilize a dedicated sales and procurement team to forecast and plan well in advance, ensuring readiness for the Ramadan season. This includes strategizing promotional activities at least six months in advance to establish clear objectives and timelines for execution.Market research and cart studies inform us about curating promotional bundles and offers that streamline the shopping experience for consumers while enhancing brand reliability and relevance during the period. We also introduce a collection of products printed in Ramadan-themed designs.Additionally, we adapt our product labels, store merchandising, and communications to reflect Ramadan visuals, ensuring relevance and appeal to consumers. We expand our production capacity to meet the increased demand for generic food packaging and customized solutions during Ramadan, leveraging our extensive network of warehouses for efficient storage and distribution.Our social media content during the season focuses on relatable themes such as iftar settings, charity, and meal preparation, resonating with consumers and enhancing engagement during this significant month.In a competitive market landscape, what differentiation strategies does your company employ to stand out and capture consumer attention during Ramadan in the Middle East?For starters, we maintain a continuous focus on packaging innovation. Each Ramadan, we introduce new designs to meet evolving market demands, ensuring our products stand out on shelves and attract consumer attention.Additionally, our research and development (R&D) team consistently works on new product lines and innovative designs, keeping our customers engaged and offering added utility, which enhances our marketing campaigns.Moreover, our commitment to delivering high-quality products consistently differentiates us from competitors and instils trust among consumers.We actively participate in Ramadan leaflet promotions with major hypermarkets, supermarkets, and discount centres, utilizing promo packs and eye-catching displays to attract consumer attention.Furthermore, we implement a 360-degree campaign that connects online and offline consumers to the same offerings across the GCC, enabling brand recall and recognition, and further enhancing our competitive edge in the market.With the rise of digital and social media platforms, how does your company integrate online channels into its Ramadan marketing efforts for the packaging industry in the Middle East? Can you elaborate on any successful digital marketing initiatives?We maintain a strong presence on social media, digital marketing platforms and conventional media channels. By utilizing our e-commerce platform and actively engaging on various digital channels, we ensure broad visibility and accessibility to our target audience.Our focus lies on creating creative and engaging content tailored for these platforms. Our dedicated content production team ensures relevance and resonance with our audience.As mentioned, we regularly run digital campaigns tailored to different phases of Ramadan, such as 'Get ready for Ramadan' and 'Ahlan Ramadan,' along with flash sales and weekend/month-end sales. These initiatives have proven highly successful in reaching and converting customers both online and offline, capitalizing on the heightened demand for our products during Ramadan.In addition to campaigns, we leverage influencer marketing to develop a community around our brand. By highlighting how our offerings and products can be helpful and used during the season, we connect with our audience on a deeper level.Moreover, we have an extensive presence across e-commerce marketplaces, with listings on over 70 platforms, expanding our reach and accessibility to customers across the region and driving sales during Ramadan.

Today, we delve into the world of entrepreneurship and personal branding with a true luminary in the field. Meet Kelly Lundberg, a seasoned business mentor, personal branding expert, athlete branding strategist, and style expert, whose passion lies in nurturing dreams and achieving goals.With an impressive track record spanning two decades and over 15,000 hours of mentoring experience (yes, that's right, she's been honing her craft since the Gucci-clad days), Kelly is more than just a mentor – she's a catalyst for success. Her mission is to empower entrepreneurs to not just thrive but to dominate in the digital marketplace. Kelly's expertise lies in creating that indispensable space in the digital arena, where entrepreneurs can amplify their value, personal brand, and profits. She's the voice of reason, the motivator, and the strategic guide that every ambitious entrepreneur needs on their journey to success.In this exclusive interview with Adgully Middle East, Kelly Lundberg, brand strategist, business mentor, talks about her journey of more than two decades, with many successful roles she played. She talks about being a brand strategist and business mentor. Whether it's saving time, providing invaluable insights, or simply being the driving force behind your business and life goals, Kelly Lundberg has the tricks up her well-tailored sleeve to make it happen.Kelly Lundberg is synonymous with style. What inspired your diverse career journey, spanning from celebrity stylist to business mentor to brand strategist? Could you share insights into your path toward becoming a brand strategist and the motivations driving this career choice?Style has always been more than just clothes; it's about confidence and the transformative power of self-expression. Style has been a huge part of my life, helping others feel more confidence in the clothing they wear and the impact it has on them. Over the past 20 years I have witnessed first-hand the profound effect that personal branding can have on an individual's confidence and success.I recognised that there are a number of elements beyond clothing that contribute to a strong personal brand. Over the years, I saw as I not only developed my own personal brand, that there are so many other elements to feeling good about your brand, and styling is just one element to this.In many ways, the transition to brand strategy is a natural extension of what I was already offering, but now I have found a means to expand a reach and help a broader audience. With the ability to help more people with not only their business if they were an entrepreneur, but also climbing the career ladder and the importance of your personal brand too. There is a huge amount of interconnectedness of style, personal branding, and professional success.What do you consider to be the essential qualities and skills for a successful brand strategist and business mentor?I would say a successful brand strategist and business mentor should possess the ability to envision the big picture; but not only that, but to have first-hand experience of building their own brand and/or other clients with results. A creative mindset to think outside the box and devise innovative solutions. I massively believe in ongoing learning and professional development. The ability to stay abreast of industry trends, attend conferences, and seek out opportunities to expand knowledge and expertise that you can also share with clients.Can you recount a challenging brand strategy issue you've faced in your career and how you navigated through it to find a solution?One of my client's challenges stemmed from a lack of visibility and differentiation in a competitive job market. Despite her impressive credentials, she was struggling to stand out among other candidates and capture the attention of potential employers, facing many rejection emails. Through the creation of HireBarbra.com, the development of an authentic video reel, and strategic promotion efforts, together we successfully revitalised the client's personal brand and created new opportunities for her in the job market. Read the full story in my new book ‘Deseed The Lemon, Elevate Your Personal Brand One Pip At A Time’ which is out in March!How do you keep abreast of the latest trends and shifts in the branding industry? Could you highlight a particularly effective brand strategy you've crafted and discuss the factors contributing to its success?As a firm believer in investing in experts and continuous learning, I employ various strategies to keep abreast of the latest trends and shifts in the industry, recognising the value of learning from industry experts who offer valuable insights and expertise. Whether through online courses, workshops, or mentorship programs, I seek opportunities to learn knowledge from other professionals. Innovation is also at the heart of effective branding strategies. By embracing new technologies, tools, and approaches, I strive to stay ahead of the curve and deliver innovative solutions to clients. At a recent conference, I was introduced to a simple yet highly effective quiz app that revolutionised our lead generation efforts. By leveraging this quiz app, we were able to engage our target audience in a fun and interactive way while capturing valuable data and generating organic leads.In your client work, how do you discern their unique brand identity and craft a strategy that resonates with itWhen working with clients to craft their brand strategy, I utilise a framework that breaks the process into seven easy-to-follow steps. These steps (or slices) serve as a roadmap for understanding the client's current position and charting a path toward their desired future.The first step in this framework is strategy. During this phase, I work closely with the client to assess their current situation and define their future goals. This involves understanding their values, objectives, target audience, and competitive landscape. Through collaborative discussions and exercises, we establish a clear understanding of where the client wants to go and how they envision their brand evolving.Additionally, I incorporate an anonymous brand audit into this process. This allows the client to gather feedback on how their personal brand is perceived by others, providing valuable insights into areas of strength and areas for improvement. By gaining a comprehensive understanding of the client's unique brand identity and positioning, I can then develop a strategy that resonates with their values, objectives, and target audience.By following this structured approach, I'm able to guide clients through the process of defining their brand identity and crafting a strategy that aligns with their goals. This ultimately leads to the development of meaningful connections with their target audience and the achievement of their business objectives.What role does storytelling play in crafting impactful brand strategies, and how do you integrate it into your approachI am a huge believer in telling stories; this might also be a Scottish trait too. I genuinely believe storytelling serves as a gateway for communicating a (personal) brand's values, mission, and vision in a compelling and memorable way. I love how it creates an emotional connection with consumers, fostering loyalty and advocacy and in today's digital age, where people are bombarded with messages, storytelling stands out as a powerful tool for brands to cut through the noise and capture attention.With the proliferation of digital platforms and social media, how has brand strategy evolved, and what aspects are now more critical than ever?It would be naive to think that employers and potential customers don’t frequently turn to social media and online platforms to learn more about individuals or brands before making decisions. Having no online presence can indeed raise red flags or signal disengagement in some cases. In my opinion, LinkedIn is a crucial platform for building your personal brand. To maximize its effectiveness, make sure your profile is up-to-date with current information and that you engage with the platform regularly.Are there any common misconceptions clients hold about brand strategy, and how do you dispel them in your consultations?I would say there are a couple of misconceptions, for example brand strategy is only relevant for large corporations or consumer-facing brands. In consultations, I highlight the significance of brand differentiation and positioning, regardless of the organisation's scale or sector.It’s also not just as a one-time project rather than an ongoing process. Effective brand strategy is iterative and dynamic, requiring ongoing refinement and adaptation to evolving market dynamics and consumer preferences. During consultations, I emphasise the importance of continuous monitoring, measurement, and the constant evolution of branding efforts.How do you manage situations where a client's vision for their brand diverges from your strategic recommendations?While I may offer expert guidance and recommendations, I ultimately respect the client's authority as the decision-maker for their personal brand. I strive to empower them to make informed choices that they feel confident in. I would however, present the client with alternative options that would perhaps align more closely with their vision while still addressing their objectives. I would also use my expertise and experience to educate the client about the rationale behind my strategic recommendations.

Join us for an exclusive interview with Roman Ulyanov, the visionary Founder and Managing Partner of Greeneration, a pioneering horticulture venture based in Dubai. With a dynamic entrepreneurial spirit and a proven track record of success in diverse sectors, Roman has propelled Greeneration to the forefront of sustainable agriculture since its inception in 2023. In this insightful conversation, Roman discusses his journey thus far, the remarkable success of his venture, and the innovative initiatives undertaken during the holy month of Ramadan.Kindly share your entrepreneurial journey. What inspired you to start ‘Greeneration’?More than ten years ago, I started out in the investment field, focusing on venture capital and private equity. I managed investments and provided advice in many sectors. About two years ago, I began angel investing in areas I knew well, like edtech. During this time, I invested in Inspiral.ai and CourseFactory.Having already established several successful businesses in furniture manufacturing and other fields, I discovered a passion for agriculture. After making a few attempts and encountering challenges in the sector, I decided to merge this interest with my experience in technology. This led me to the concept of vertical farming, reflecting my desire to contribute something tangible to the real sector and specifically to agriculture. As an experienced entrepreneur and investment banker, I had already researched the agriculture sector. I combined this research with my interest in technology, which led me to invest in several projects in different countries. A year ago, I decided to dedicate a significant portion of my time to this, using the experience I had gained from monitoring and strategically managing these operations over the past five years in the sector. I decided to start my own company in vertical farming and food tech. Thus, Greeneration was born.At Greeneration, we're not just farming. We are committed to sustainable development and innovative growth. Our transition to a food hub was a natural step forward, driven by our interest in food science. This change lets us work with amazing people, create new food ideas, and produce great products through teamwork.In short, Greeneration is not just a business for me. It's a mission to make a lasting impact on the future of food. While I still invest as an angel investor, supporting ambitious founders with similar values, my work with Greeneration is what excites me most as we strive to find sustainable and innovative solutions for the global food industry.How does your brand adapt its product offerings and services to align with the unique dietary and cultural preferences during the Ramadan season in the Middle East?As producers of greens, our operations aren't directly impacted by Ramadan restrictions. However, we deeply appreciate and respect the significance of this holy month. We adjust our working hours and cut-off dates to align with the changed opening hours of restaurants during Ramadan. We also collaborate with restaurants to offer fresh, high-quality greens for their special Ramadan menus, which cater to the cultural and dietary preferences of the region. Additionally, my team and I honour the sacred month by distributing small presents. We value this time of unity and reflection and are open to various collaborations during this period. Feel free to reach out to us.With Ramadan being a significant period for food consumption and hospitality, how does your brand prepare to meet the increased demand from restaurants during this time?Acknowledging the significance of Ramadan, we collaborate with restaurants and hospitality businesses to offer a diverse range of premium-quality greens, aligning with the unique dietary preferences and demands of the season. In addition to this, we are developing some novelties and new food concepts to delight the people of Dubai and residents of the UAE during Ramadan. Our goal is to contribute to the culinary experiences during Ramadan by ensuring a seamless supply of fresh, locally grown produce to meet the heightened demand from our valued partners in the food industry. What unique challenges and opportunities have you encountered while operating in the Middle Eastern food industry, particularly in the B2B sector?Operating in the Middle Eastern food industry presents both challenges and opportunities. As we are located in the number one tourist destination and the fourth gastro destination, the diverse culinary preferences of the region offer an exciting platform for us to showcase the versatility and quality of not just our greens, but also our veggies and other products. Such a position opens up immense possibilities for our sector. In the B2B sector, establishing robust partnerships with restaurants and other businesses has been instrumental for our growth.We also face obstacles such as instability, resistance to change, and hesitance to explore new suppliers. Despite these challenges, we maintain confidence in our exceptional quality and believe we're raising the gastronomic scene to a new level. We perceive not only as a hurdle but also as opportunities for growth.While inertia can complicate some processes, we are confident that the positive feedback from our loyal customers will gradually lead us towards success. We aim to be recognised not only as an exceptional supplier of greens but also as a unique food provider, setting new standards in the industry.How do you ensure the quality and freshness of your products, considering the diverse culinary preferences and requirements in the region?At Greeneration, we're all about quality and freshness. Our operations are powered by a sophisticated IT system, inclusive of artificial intelligence (AI). This smart tech allows us to check the quality of our products in real-time, making sure we keep high standards throughout the growing process.We are making major investments in our IT system, enabling us to work with a broad variety of crops. Additionally, this system can be tailored to meet the specific preferences of our regular customers. We use hydroponics and control the growing conditions carefully, so our produce is consistently good all year round. This method doesn't need pesticides or herbicides, and makes sure our greens grow in the best conditions. This meets the diverse food tastes in our region.A key factor in our product's freshness is our just-in-time harvesting. We schedule our deliveries such that the greens are picked and dispatched on the same day. This efficient process, from harvest to plate, takes only a few hours at most.With our advanced IT system, we strive to achieve the service efficiency of leading online retailers like Amazon, while maintaining the quality you'd expect from a Michelin-starred restaurant. Our commitment to speed, quality, and customer personalisation ensures our customers receive the freshest greens, exceeding the diverse food tastes in our region.Could you share any upcoming initiatives or expansions your brand is planning to undertake in the Middle East market?We are actively exploring new food development and concepts beyond being a traditional farm. Our focus is on creating new food products with significant export potential. Once we reach the full capacity of the farm we think to expand this concept within the region while continuing R&D of new foods in the UAE.

At just 16 years old, Qadreya Al Awadhi embarked on her journey into the world of stock investing, guided by her father's wisdom. Recognizing the accessibility and potential for lucrative returns in the stock market, she utilized her earnings of 150K AED to sow the seeds of her entrepreneurial dreams. Now, after more than a decade later, Qadreya stands as a testament to perseverance and innovation, having cultivated her initial investment into the flourishing enterprise known as Bumblebee. Specializing in ready-made frozen meal plans tailored for infants and toddlers, her company has not only garnered commercial success but has also earned the esteemed recognition of the United Nations Women'sQadreya's vision for Bumblebee was inspired by her desire to provide nutritious and delectable meals, fostering a healthy and sustainable relationship with food for the youngest members of society.Hailing from Dubai, Qadreya pursued her academic career in finance at Zayed University before obtaining a Master's degree in International Business from The University of Wollongong. Despite her entrepreneurial pursuits, she also maintains a full-time position at one of the world's largest financial institutions, showcasing her dedication and versatility. Acknowledging her lack of experience in the food and beverage industry, Qadreya pursued culinary education to grasp the fundamental principles of nutrition, ensuring informed decision-making in meal composition. Additionally, she enlisted the expertise of Yasmin Haddad, a seasoned pediatric nutritionist and chef to curate menus tailored to meet the nutritional needs of growing children.In this interview with Adgully Middle East, Qadreya Al Awadhi, the founder of Bumblebee Food, delves into the innovative marketing strategies adopted by brands during the Holy month of Ramadan, underscoring her commitment to continuous growth and adaptation in the ever-evolving landscape of entrepreneurship.How are the brands in the Middle East tailoring their marketing strategies/campaigns to resonate with the cultural nuances and significance of Ramadan?Numerous brands utilize social media as a key component of their marketing strategy. For instance, some highlight families coming together for iftar and using their products. To provide further context, certain food and beverage retailers incorporate dishes featuring dates and employ Islamic-themed packaging, while restaurants may offer iftar and suhoor buffets. Furniture retailers would offer decorations with crescents, lights, Arabic calligraphy, and such. Events hosted during the month usually have a segment focusing on Ramadan’s importance and impact.  Can you discuss specific examples of how you are incorporating traditional elements of Ramadan into your exclusive collections or marketing campaigns?As a kids’ food business, we are focused on the health of children during this month. Many mothers, especially working mothers, do not have the time to cook multiple meals when they are fasting so this is when Bumblebee helps. With Bumblebee, the meals are packed with nutrition that your child needs, and it only takes minutes to prepare. Of course, we also incorporate some dates into our dishes as well such as date pudding, date brownies and date cookies. Our marketing campaign specifically targets easing the mealtime preparation burden for mothers during this month. In what ways are brands leveraging social media influencers and digital platforms to connect with consumers during Ramadan, while maintaining authenticity and respect for the occasion?Brands use social media influencers to advertise their products and host Suhoor Nights where the venue is usually a majlis. The influencers usually wear traditional dresses and post content promoting the brand to their followers. This allows brands to continue their marketing efforts while still respecting the religious month.  What challenges do brands face in balancing commercial objectives with the need to honour the spiritual and cultural aspects of Ramadan, and how are they navigating these challenges?It is important to remember that Ramadan is a religious month where concepts such as donations, helping the needy, and strengthening spiritual and family bonds all encouraged. Brands could incorporate donations and help the needy as part of their CSR activities. Some brands focus too much on the aesthetics of Ramadan rather than making an impactful change. For instance, brands could donate food to the needy, join the government’s philanthropic campaigns, or even allocate a certain percentage of sales to charities that align with their own company objectives.

In this interview with Adgully Middle East, Sunny Yang, General Manager for Middle East and Africa at TCL, discusses how the company tailors its marketing strategies for electronic appliances to resonate with the unique cultural and religious significance of Ramadan in the Middle East. Excerpts from the interview:How does TCL leverage the unique cultural and religious significance of Ramadan in the Middle East to tailor its marketing strategies for electronic appliances?Our marketing campaigns are specifically tailored to the region with a focus on Ramadan. Given that Ramadan is synonymous with generosity, we actively engage in Corporate Social Responsibility (CSR) initiatives to contribute to the well-being of the country and its people. Many of our past campaigns have featured significant giveaways, emphasizing our commitment to giving back to consumers, the community, and the nation.Can you share specific examples of successful marketing campaigns or initiatives TCL has executed during the Ramadan seasons in the Middle East? How do you think these campaigns will resonate with the local audience?It has been our standard approach to craft campaigns specifically for Ramadan, aligning with the sentiments of the local audience, which also happens to be our target demographic. We have previously executed successful Ramadan campaigns, including a Ramadan makeover where a fortunate consumer received a complete TCL home upgrade with electronics and appliances, a well-received Ramadan TVC that garnered excellent results across the region, and a CSR initiative involving Ramadan community fridges.What consumer insights or market research does TCL rely on to inform its Ramadan marketing strategies for electronic appliances in the Middle East?TCL consistently utilizes independent survey firms such as GFK to obtain market insights and understand consumer demand trends. Additionally, we collaborate with our business partners to stay updated on the latest consumer behaviours and preferences, ensuring that our Ramadan marketing and promotions are effectively aligned.How does TCL adapt its product offerings or promotional activities to align with the purchasing behaviour and preferences of consumers during Ramadan in the Middle East?We align our product offerings with both consumer demand and our company strategy by gathering feedback from our business partners. This ensures that our product selection remains in tune with market needs and our overall objectives.In a competitive market landscape, what differentiation strategies does TCL employ to stand out and capture consumer attention during Ramadan in the Middle East?Our standout approach involves aggressive promotional offers, both online and offline, coupled with a strong emphasis on showcasing the latest technological product features such as QLED, Mini LED, local dimming, and Gaming TVs. This strategy distinguishes us from other competitors in the market.With the rise of digital and social media platforms, how does TCL integrate online channels into its Ramadan marketing efforts for electronic appliances in the Middle East? Can you elaborate on any successful digital marketing initiatives?As we solidify our presence in this region, digital and social media play a crucial role. Our emphasis on Ramadan campaigns has consistently leaned towards these channels. The primary goal of our Ramadan TVC was to enhance the digital and social outreach specifically targeting the local audience.Last year, for the TCL Ramadan Makeover, we extensively promoted it on our social media platforms through boosted posts, resulting in a tenfold increase in audience reach on our social channels.This year, our Ramadan e-commerce campaign stands as a significant event, given that consumers are actively seeking to upgrade their appliances and electronics during this season. TCL actively participates in these campaigns, offering its products and engaging with consumers to meet their needs and expectations.

Lama Yammine-Hocks, a former banker at Goldman Sachs and Standard Chartered Bank, is now a co-founder of OPTO, a fintech company focused on leveraging AI models to streamline cash management automation. With a track record spanning over 9 years, Lama has excelled in various domains including investment banking, digitizing payments, and corporate finance across the Middle East and Europe. In this interview with Adgully Middle East, Lama talks about the obstacles women face in accessing VC funding, the inherent biases, the significance of female role models in entrepreneurship, etc. Excerpts:What are some of the challenges women entrepreneurs face in accessing venture capital funding?Women entrepreneurs face significant challenges in accessing venture capital funding, primarily due to deep-rooted gender biases and systemic inequalities. Despite remarkable contributions to innovation and meaningful change across diverse industries, women receive a mere 2.3% of global venture capital funding, with Arab women capturing only 0.1% of this portion. This glaring funding gap underscores the urgent need for systemic change to level the playing field for female entrepreneurs.How do societal expectations contribute to gender biases in entrepreneurship?From an early age, societal expectations shape how girls and boys are taught to communicate, behave, and aspire. These differences persist well into adulthood, permeating professional environments where women's contributions are often undervalued and overlooked. In the world of venture capital, male-dominated investment teams tend to favour male-led startups, perpetuating a cycle of gender bias that stifles innovation and limits opportunities for women.What role do caregiving responsibilities play in hindering women entrepreneurs?Women continue to shoulder the lion's share of family and caregiving responsibilities, which present formidable obstacles for female entrepreneurs. Mothers aged 20-44 spend five hours more per day than their partners on household and family care activities, limiting their ability to dedicate themselves fully to their ventures. The lack of affordable childcare further compounds these challenges, particularly for women entering entrepreneurship later in life.How does fear of failure impact women entrepreneurs?Women entrepreneurs grapple with heightened fears of failure and reluctance to borrow funds, citing concerns about financial risk and lack of access to support networks. According to research, 52% of women express worries about failing to start a business, compared to 42% of men. Additionally, women often face barriers in accessing startup training courses and borrowing funds, further exacerbating their challenges in navigating the entrepreneurial landscape.What is the significance of female role models in entrepreneurship?Representation matters in entrepreneurship, yet female role models remain sorely lacking, particularly in mainstream media portrayals. The absence of visible female leaders perpetuates a masculine bias that marginalises women in the business landscape. Elevating and celebrating female entrepreneurial role models is crucial for inspiring the next generation of women leaders and challenging prevailing gender stereotypes.What distinguishes necessity-driven entrepreneurship from opportunity entrepreneurship?Women entrepreneurs are more likely to engage in necessity-driven entrepreneurship, propelled by socioeconomic constraints rather than genuine opportunity. This distinction is particularly pronounced in developing countries, where women face systemic barriers to economic empowerment. Recognising and addressing these systemic inequities is essential to fostering an ecosystem that supports and empowers women-led businesses.What specific challenges do women in the Middle East face when entering the fintech industry, and how can social innovation initiatives help bridge this gap?Given the unique socio-cultural context of the Middle East, women in the region may encounter various challenges when pursuing careers in fintech, such as limited access to education and training, cultural biases, and gender-based discrimination. Social innovation initiatives, like those highlighted in the World Economic Forum's report, have the potential to address these challenges by providing targeted support, fostering entrepreneurship, and promoting inclusive policies within the fintech ecosystem.How can the Middle Eastern fintech sector leverage social innovation and gender parity accelerators to enhance women's economic participation and leadership in the industry?The Global Gender Gap Report 2023 emphasises the importance of collective action and bold initiatives to accelerate progress towards gender parity in economic participation and leadership. Middle Eastern fintech companies can leverage social innovation and gender parity accelerators to implement inclusive hiring practices, provide mentorship opportunities, and support women's advancement into leadership roles. By fostering a culture of diversity and inclusion, the fintech sector can unlock the full potential of women and drive sustainable growth in the region.How are countries in the Middle East progressing in terms of increasing women's participation in leadership roles?Countries in the Middle East, such as Qatar and Bahrain, are making notable strides in promoting women's involvement in leadership positions. Take the United Arab Emirates, particularly Dubai, for example. They've implemented various initiatives aimed at fostering gender equality in leadership roles. The UAE has set ambitious targets, like aiming for women to occupy at least half of the seats in the Federal National Council. Dubai has established the Dubai Women Establishment, focused on enhancing women's participation across different sectors, including leadership. While there are still challenges such as cultural norms and limited opportunities, the UAE's commitment to equality and proactive policies are driving progress. Through investments in education, training, and creating pathways to top positions, the UAE is setting an example for the entire region.

In today's video interaction, we feature Akeel Malik, the Managing Director of SMART ZONES UAE. With SMART ZONES' distinguished reputation as a premier licensing firm in Dubai, Akeel Malik's pivotal contributions have significantly fostered the growth and prosperity of numerous businesses in the region since 2013. Engaging in a dialogue with Adgully ME, Akeel Malik shares his invaluable insights, experiences, and perspectives on the myriad opportunities and challenges inherent in investing in or establishing businesses in the UAE. His profound expertise and unwavering dedication to guiding aspiring entrepreneurs undoubtedly position him as an exemplary leader in this dynamic field.During the conversation, Akeel Malik delves into the practical aspects of initiating a business in Dubai. While acknowledging the myriad legal intricacies involved, he underscores how SMART ZONES' extensive experience substantially streamlines these processes. Furthermore, he sheds light on the unparalleled ease of starting a business in Dubai compared to many other nations, citing the minimal tax burdens and licensing formalities.When prompted about the potential trajectory of ties between India and the UAE following Prime Minister Modi's recent visit, Akeel Malik exudes optimism. He firmly believes that this visit will catalyze a significant enhancement in trade relations between the two nations in the foreseeable future.For further insights into SMART ZONES UAE’s growth, progress, and future endeavors, please check the link<iframe width="560" height="315" src="https://www.youtube.com/embed/NFajD75jZhY?si=zgda4JXUbCR7w77a" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

Alex Simmons, Sales and Marketing Director at TGP International, shares how the company is curating world-class F&B experiences at Expo City Dubai, aligning with the vision of creating a unique culinary destination. He says that TGP International aims to transform Expo City Dubai into a world-class destination for lifestyle and culinary experiences. “We are focused on bringing more unique and innovative dining concepts to the UAE, and we want to position Expo City Dubai as an incubator and hub for new F&B startups,” he adds. Excerpts from the interview:Can you tell us about TGP International's role in managing F&B for Expo City Dubai and how it aligns with the vision of creating world-class culinary experiences?TGP International has 22 years of experience in delivering world-class F&B projects across the globe, from new-to-market chef-led concepts to game-changing food halls. Expo City Dubai is one of our most exciting global projects to date.We are responsible for the F&B master planning, concept creation, interior design, brand curation, F&B leasing, and F&B event activations at Expo City Dubai. We are committed to creating memorable and extraordinary experiences for every visitor as part of the longer-term F&B strategy, which is centred around sustainability, innovation, and world-class entertainment.TGP International aims to transform Expo City Dubai into a world-class destination for lifestyle and culinary experiences. We are focused on bringing more unique and innovative dining concepts to the UAE, and we want to position Expo City Dubai as an incubator and hub for new F&B startups.We are proud to master plan the F&B offering here at the city of the future. Our F&B tenants have been hand-selected to offer a wide range of dine-in, and grab-and-go experiences. They span everything from Michelin-star chef-led brands to local home-grown concepts.We are always thinking of new ways to raise the profile of Expo City Dubai as a leading F&B destination, drive footfall across the destination and introduce new concepts with a bang. For instance, Hai Ramadan, Winter City and our other festivals include activities and live performances along with special menus and dining experiences. Our ‘Kids Eat Free’ offer for Eid is another way that we are trying to make Expo City Dubai a more affordable day out for families.Most recently, we delivered 136 F&B offerings during COP28. We served 600,000 guests across both zones, while our sustainability efforts saw us collect 1,783kg of organic waste, and rescue 6,435 meals.The success of COP28 is a testament to our global network, expertise and passion.With over 30 venues participating in Expo City Dubai's Ramadan festivities, how does TGP International ensure a cohesive and seamless marketing strategy to promote the Iftar offerings? Communication is the key. We bring all our F&B tenants together for monthly meetings to share learnings, menus, activations and insights. This has been key to understanding the challenges we face.Our marketing team works hard to ensure that all communication materials and platforms are consistent in their tone of voice and the way that Hai Ramadan is positioned.As always, the customer journey is crucial for us. Our dozens of different iftar options and participating venues are all clearly described on our website. This allows guests to select exactly the right experience that is perfect for them. Every venue and experience has its dedicated landing page, and these lead straight through to the online booking platform. This takes any hassle out of the booking process.What are some unique challenges and opportunities associated with marketing Ramadan iftar experiences compared to regular F&B promotions?The external challenges are certainly the noise in the market and the number of iftar offerings across the whole of Dubai, the internal challenges are ensuring all offerings are aligned and collateral available to promote across the various channels. The opportunities are huge for the entire city, especially the F&B tenants who have the chance to be creative and bring customers together in this special holy month.Could you share insights into the process of coordinating with diverse culinary establishments to showcase their iftar menus during the 'Hai Ramadan' festivities?The iftar menus are curated by the individual restaurants, while Mons Catering, the catering arm of TGP International, created the menus for the Surreal, Oasis and Corporate iftars. Each restaurant leans into its own heritage, culture and cuisine to offer a unique offering. From the sharing Indian cuisine of Michelin-starred chef Rohit Ghai to the Levantine-inspired flavours from Sara Aqel, nobody in Dubai offers such a diverse offering in one place, and with added entertainment.How does TGP International leverage its expertise in F&B master planning and concept development to curate and promote distinctive iftar experiences across Expo City Dubai?TGP International is responsible for some of the world’s top leading brands and concepts, many of which are legacy projects that still trade today.Our success is down to the expertise of our team. TGP offers 360-degree F&B services globally. We boast a team of first-class individuals who are devoted to concept curation.Most recently, we worked closely with Mons Catering, the world-class catering arms of TGP International, to create our upcoming corporate iftar experience.Operated by Mons Catering, the corporate iftar allows organisations to enjoy an unforgettable corporate iftar set within the beautiful and regal ambiance of the Leadership Pavilion at Expo City Dubai. Spanning a diverse selection of carefully crafted Arabic specialties, the set menu showcases the finest traditional dishes and flavours of the Arab world, and the fresh local produce of the UAE.Served in a warm, sharing style format, it features soups, fresh salads and authentic hot and cold mezze, a choice of plant-based options, reimagined traditional main courses such as chicken makluba and slow-roasted leg of lamb with oriental spices, and desserts like fresh, locally grown fruits, homemade baklava, walnut and ashta katayef, and the signature warm Emirati lokaymat.In what ways does TGP International utilize digital platforms, social media, and other marketing channels to reach and engage with potential guests interested in attending Ramadan iftar events at Expo City Dubai?TGP International works closely with the fantastic marcoms and entertainment and events teams at Expo City Dubai, as well as external agencies to ensure the key visual, messaging and content shared is all on brand and lands impactfully across all channels. We also work closely with collaborators and influencers to reach new audiences. This allows our F&B tenants to connect with potential new customers. We are currently bringing to life an exciting new platform EatAtExpoCity that will be launched over Hai Ramadan. It specifically champions F&B at Expo City Dubai.Considering the competitive landscape of Ramadan offerings in Dubai, what strategies does TGP International employ to differentiate Expo City Dubai's iftar experiences and attract a diverse audience?We are very fortunate at Expo City Dubai to be able to bring together a huge array of world-class F&B iftar offerings in one place. We also offer iftars in iconic spaces such as the Surreal water feature and Al Wasl Café in the heart of Al Wasl Dome. Guests can also walk between 30 F&B outlets offering over 10 Iftars, and explore the epic Hai Ramadan event calendar, entertainment and activities for all the family. Expo City Dubai truly offers something for every price point and demographic at Hai Ramadan this holy month.In addition, we created an unforgettable corporate iftar within the Leadership Pavilion at Expo City Dubai.An elegant and exclusive space that has never been open to the public before, the Leadership Pavilion has hosted the world’s most prestigious dignitaries and VIPs, and royal representatives from across every corner of the globe.Providing corporate organisations with an exclusive, first-of-its-kind opportunity to dine within the splendour of the Leadership Pavilion, the corporate iftar by Mons Catering is unique to any other Ramadan celebration in the city.Adorned with gold finishings, crystal chandeliers and shimmering marble flooring, organisations are invited to book out the Pavilion’s grand ballroom exclusively for themselves. Seating between 40 and 200 guests, the one-of-a-kind corporate iftar experience inspired by the great leadership of His Highness Sheikh Mohammed bin Rashid Al Maktoum. The set menu showcases the finest traditional dishes and flavours of the Arab world and the fresh local produce of the UAE.

As the Holy Month of Ramadan unfolds, Dubai's bustling shopping scene is abuzz with activity, inviting both residents and visitors to immerse themselves in a unique shopping experience filled with joyous moments and unforgettable gifting opportunities. As part of the #RamadanInDubai campaign, shoppers are treated to a myriad of promotions, exclusive discounts, and diverse experiences, presented by leading shopping malls and retail stores across the city.Launched by the Dubai Media Council under the directives of His Highness Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, Second Deputy Ruler of Dubai and Chairman of the Dubai Media Council (DMC), the #RamadanInDubai campaign brings the public and private sectors together for the first time for a unified celebration of the Holy Month. The initiative aims to create a unique ambience across the city that captures the true essence of Ramadan, reflecting the authentic Emirati customs and traditions that make the occasion truly special.As part of the campaign, the Dubai Festivals & Retail Establishment (DFRE) has brought residents and visitors many ways to come together to experience these memorable shopping experiences. Known over the world as a destination for shopping, Ramadan further enhances Dubai’s exceptional retail landscape by offering elevated experiences for everyone.From discovering special one-off collections by local and global brands, to taking advantage of seasonal offers across the city’s malls, there are plenty of chances to share joy in the city’s diverse shopping districts and vibrant Ramadan markets.Shopping districts transform for Holy MonthThe shopping experience becomes a memorable moment in itself, as the spirit of Ramadan takes over malls and stores around Dubai as they are adorned in enchanting seasonal décor and sparkling light displays. After iftar, roaming entertainment brings additional fun for all visitors to enjoy.From Mall of the Emirates to City Centre Malls across the city, Dubai's top shopping destinations have been transformed into hubs of activity, featuring promotions, themed performances, special events, traditional experiences and exclusive ranges which cannot be found anywhere else. On Fridays to Sundays throughout the month, fireworks will light up the skies for shoppers above Bluewaters and The Beach, JBR at 10pm every weekend.JBR and City Walk are hosting unique artisanal outdoor markets, where visitors and residents can discover one-off pieces and the perfect Ramadan gift, whilst soaking up a welcoming atmosphere and wonderful weather. Live music, entertainment and seasonal décor will further add to the enchanting atmosphere.Dubai Festival City Mall has transformed into a hub of heritage and culture, where visitors can experience traditional food and artisan products at a special Ramadan tent in Festival Bay. Nearby, visitors can choose gifts for friends and family at a vibrant night market at Bay by Social, which also host the city’s favourite food trucks and family friendly entertainment. Adding to the charm, the IMAGINE show, a mesmerising display of lights and water, can be enjoyed every evening. A beloved annual tradition, the Iftar cannon will signal sunset every evening. Customers with the Blue Rewards app who dine at Dubai Festival City Mall restaurants will be able to upload their receipts for a chance to win AED5,000 worth of Blue points weekly, as well as avail special Ramadan offers.Exclusive Ramadan collectionsThose searching for a memorable gift this Ramadan, either for themselves or a loved one, can discover unique brand activations such as Stella McCartney’s limited-edition Rose Capsule Collection in celebration of Ramadan and Eid; and Versace is introducing an exclusive capsule collection of Women’s and Children’s designs exclusive to the Middle East. Other special shopping moments to look out for include Aldo’s anticipated Ramadan collection featuring Myriam Fares; the Guess Ramadan Capsule Collection, which blends tradition with contemporary elegance; and Guess will unveil its Ramadan Capsule Collection, which blends tradition with contemporary elegance. Other special seasonal retail offerings include the Ferragamo Ramadan Collection; Shoemart’s Ramadan Between Two Moons Collection; the CH Carolina Herrera & Jessica Kahawaty campaign, and the FACES Ramadan Rituals campaign. Dune London, Level Shoes,NaturalizerShoppers can also discover offers, bundle deals and themed gifting concepts from Nautica, La Marquise Jewellery, Liverpool FC Store, Arrow, Being Human, Odora, Noha Nabil Beauty, Color Plus,, Mashaykh, EDIT, Matalan, Arabian Oud, Grand Stores, Brooks Brothers, Coral Perfumes and many more.Dubai Jewellery Group is offering a multitude of ways to find beautiful gifts or accessories for Ramadan outfits with its Dazzling City of Gold Deals campaign. Across its Dubai stores, shoppers can enjoy free gifts with certain purchases, buy-one-get-one-free offers, and deals offering half-back on diamonds and pearls.Families can capture the essence of Ramadan at home, with a beautiful choice of décor, accessories and furniture collections available at retailers across the city, helping to create a warm and inviting atmosphere for shared memories. Welcoming loved ones to the home will also be made stress-free with everyday items and groceries conveniently available across the city’s hundreds of stores, all offering special deals and promotions throughout the Holy Month including Bed Quarter, The Red Carpet, Danube Home, Home Box, Chattels & More, Natuzzi, Sophia Home and Western Furniture.A vast selection of delightful food gifting options are also available at stores and food boutiques across the city, offering everything from seasonal sweet treats to gourmet delights, helping to spread the joy of Ramadan.Explore vibrant Ramadan marketsResidents and visitors can embrace the festive spirit of Ramadan as the events calendar unfolds during the day, and the evenings come alive with late-night activities including extended mall opening hours. Ramadan night markets have made a welcome return amid this year’s perfect weather, offering one-of-a-kind open-air evenings in which residents and visitors can discover artisanal products, local specialties, and one-off gifts, while soaking up a warm community atmosphere.Memorable cultural and traditional experiences, family-friendly activities, delicious iftars and suhoors, and a vibrant artisanal market will delight audiences of all ages at Expo City Dubai, as the beloved Hai Ramadan celebrations return for another year.Jumeirah Emirates Towers has set an iconic backdrop for its enchanting Ramadan District night market where friends and families can enjoy an evening in perfect weather under the moonlight. Amid views of the cityscape and Museum of the Future, visitors can explore a selection of local designer shops, creative food offerings, entertainment, and a children’s play area.Al Khawaneej is hosting The Hub Food Festival and market where families and friends can gather to explore vibrant stalls and try cuisine from a diverse selection of food stalls, while soaking up an ambience of community togetherness.A shopping trip around the worldAt Global Village, wonder-filled multicultural experiences await visitors of all ages, who can soak up culture, shopping and entertainment every evening from 6pm until 2am. As well as unforgettable iftar and suhoor offerings featuring flavours from all around the world, visitors can shop for all their seasonal needs at the Ramadan Wonders Souk, an exciting new addition for 2024. Overflowing with an array of unique trinkets from around the world, the souk embodies the essence of a traditional Emirati market, and offer guests a taste of the shopping on offer across the Global Village pavilions.Setting the scene for a Ramadan experience to remember, a variety of musicians will entertain throughout the evening across Global Village, creating a beautiful festive atmosphere. A 30-strong Arabian Orchestra will perform on the Main Stage each evening, while the skies will sparkle in a music and firework display on Fridays and Saturdays at 9pm.The perfect place for making treasured family memories, young guests will be entertained at the Global Village Kids’ Theatre every weekend, where they can enjoy a spectacular Arabic puppet show and a Ramadan-themed take on the Kaleidoscope Show. With so much to explore, visitors can also join the Global Village Step Challenge competition with weekly prizes, including mobile phones and smartwatches, up for grabs for guests who complete 10,000 steps and log them on the Global Village app.

Authored by Dato' Manikandamurthy Velayoudam, the Group Chairman & MD at SkyBlue Media GroupSkyBlue Media, a leader in transit media advertising in the UAE, has introduced exclusive out-of-home advertising (OOH) concepts, empowering luxury brands to convert brand visibility into moving canvases, thus placing them at the forefront of interactive transit advertising experiences.The affluent population and booming economy of Dubai have made it a center for luxury brands. By offering an impressive skyline and an extravagant lifestyle, Dubai offers luxury brands a lucrative way to reach their target audiences. Located at the crossroads of East and West, Dubai is indeed a strategic location for luxury brands looking to expand globally. To showcase their products, luxury brands tend to choose prime locations like shopping malls, high-profile events, or high-end residential areas. These strategic locations offer potential customers the chance to experience the brand firsthand and provide high visibility for their products.There are, however, fascinating changes taking place in Dubai's luxury market hub. More and more prestigious brands are stepping outside of traditional advertising comfort zones in order to promote their products and services. Drawing inspiration from successful campaigns in Europe, Dubai now stands at the forefront of innovative transit media strategies. In Dubai too, luxury brands are using transit media to showcase their products to broader audiences, as they do in Europe.When it comes to the UAE, every day, travelers in Dubai spend an average of 60 minutes (1 hour) in traffic, providing a prime opportunity for exposure to bus advertising. With a fleet of approximately 1,400 buses city-wide, 90% of the population encounters bus media multiple times a day. Covering an impressive average distance of 610.3 kilometers per day, these buses traverse 82% of the urban areas in Dubai through their extensive routes. These statistics highlight the significant reach and frequency of bus advertising in Dubai, making it a highly effective channel for brands to connect with a diverse and captive audience throughout the city.Bus advertising offers a unique and powerful way to transform buses into moving billboards, significantly increasing brand visibility for all travelers. This dynamic form of outdoor media with its creative and flexible formats captures attention wherever buses go. Whether you are a small startup or a large corporation, the OOH marketing process ensures that bus advertising is accessible to businesses of all sizes, regardless of budget constraints. Moreover, by using specific bus routes, brands can effectively reach their ideal customers while minimizing marketing expenses, making bus advertising a strategic and cost-effective choice for any campaign.The trendsetter driving this transformation is none other than SkyBlue Media, whose buses were seen promoting Hamilton, Rado, Longines & Tissot, part of one of the largest luxury groups in Dubai. The RTA buses, strategically traversing the city's key locations, were moving canvases for the artistic expressions of the Rivoli Group, seamlessly blending with the iconic Dubai skyline as they carried the essence of luxury to every corner of the city.In addition to its local endeavors, SkyBlue Media is in advanced discussions with multiple European agencies, paving the way for cross-continental collaborations and the exchange of best practices in transit media advertising.As Dubai continues to solidify its position as a global hub for luxury and innovation, SkyBlue Media remains committed to pushing boundaries and delivering unparalleled brand experiences in transit spaces.

As the world celebrated International Women's Day on March 8, Adgully Middle East caught up with Sarah Lindsay, the CoFounder of ROAR, to delve into her insights on gender equality, leadership, and navigating challenges in male-dominated industries. With a passion for fostering inclusivity and empowering women, Sarah shares her thoughts on the significance of Women's Day, the pressing issues facing women in leadership, the importance of authenticity, and the role of men as allies in the journey towards gender equality. Join us as we explore Sarah's inspiring journey and her vision for a more equitable future.What does Women's Day mean to you personally, and how do you believe it impacts the global conversation on gender equality?I think it’s a really interesting question as International Women’s Day means something different to everybody – for men and women. For me, the main thing is, it gets people talking and becomes an important conversation globally. It forces people to think about the topic and what it means to them and how they can best impact other women. So, I look at my staff and what I’m doing to support them. I look at my friends, my peers, and the impact that I have on all the people around me daily, ultimately the women around me. Also, I look at the example I am setting and what my role is. So ultimately, it’s a time I spend reflecting, looking at my role and what my influence is and how I can do better.In your opinion, what are the most pressing issues facing women in leadership positions today, and what steps can be taken to address them?I think as women, there is a lot of pressure to be a perfect role model. I think we have to accept that everyone is human, and that we all need to take responsibility for our actions and to lift people up, whether they are colleagues, friends or complete strangers. I don’t believe in the hierarchical system that society has put in place. I think we are all humans, and we should all speak to one another and treat each other respectfully. Although I am the owner of ROAR, when I am there, I always try to speak to everyone in a casual, personal way. I try to rather help people get better by being supportive, rather than ever doing it in an intimidating way.Can you share a story of a significant mentor or role model who has influenced your leadership style and approach?This is quite difficult for me to answer, because for the majority of my life, I have always been surrounded by men. My coaches, performance directors, mentors. I then moved into a male-dominated industry – the fitness industry. What I have learned though is how I don’t want to do things – in life and in my business. I have had some amazing mentors along the way, but some have also demonstrated how not to do things and how not to lead, and this is what guides me.With International Women's Day highlighting the achievements of women, what advice would you give to young women aspiring to leadership positions, especially in traditionally male-dominated fields?One thing I’ve learnt is if you are a woman in a male-dominated field and you want to get to a leadership role, you don’t have to copy them, or be like a man. Women possess some real unique qualities that men don’t have that can be super useful. Leadership doesn’t just have to mean being tougher than everybody else. So, I would say, try and be the leader that you would like to be led by. If that means being more understanding or having better open communication, then embrace those qualities and go with it.How do you navigate and challenge gender biases or stereotypes in your industry as well as the organisation?The first thing I would say is just don’t accept them. I don’t even acknowledge gender bias or stereotypes. I believe we shouldn’t give in to them. Sometimes stereo types are there for a reason, because generally they have been created because of an outdated view, and for me the best way is to not even acknowledge it.How do you balance your professional responsibilities with personal life and well-being?I think I’m pretty good at this, because I do put my personal health and fitness above all else, because otherwise, I’m no good. It affects me so much mentally if I’m not physically in good condition; therefore it must be a priority for me. There are a few parts of my day that are non-negotiables no matter what’s going on in my life, and this ultimately helps keep me on track and feeling happy.What role do you see men playing in advancing gender equality, and how can they be allies in this cause?Well, men actually play the biggest role, but it usually needs to be instigated by women. So don’t expect men to understand or know what to do. It is their responsibility to listen and to be open and it’s our responsibility as women to make sure we are expressing ourselves in the right way and help them to navigate through to do the right thing. Often men aren’t always aware that they are in the wrong and may not be doing it deliberately, and this is where we step in to help educate them.

As the Regional Head of MoEngage for the Middle East, Africa, and Turkey, Kunal Badiani navigates the dynamic landscape of customer engagement, particularly amidst the burgeoning e-commerce sector and digital transformation sweeping the region. With Ramadan fast approaching, Badiani sheds light on the pivotal role of AI-powered Customer Engagement Platforms (CEPs) in fostering emotional connections and driving sustainable growth and loyalty among consumers in the Middle East.How do you perceive the current landscape of customer engagement in the Middle East, especially with the rapid rise of E-commerce and digital channels?Consumer preferences and purchase behavior in the Middle East have changed rapidly due to increased digital adoption. The internet penetration in the UAE is expected to reach 96% by 2025, with 67% of Middle East consumers shifting to digital channels for engaging with brands. 47% have already started using smartphones for online purchases. The increased digital adoption has been the key reason for a 31% increase in online spending in the Middle East. Online retail sales are poised to grow by 20% in 2022, outpacing brick-and-mortar sales. 62% of consumers in the Middle East have also stated that they have shifted to online channels due to their convenience.These statistics indicate that Middle Eastern consumer brands must prioritize digitalization proactively to thrive in this hyper-competitive space. It has become even more critical after the pandemic drastically changed consumer behavior in the last few years. Consumer brands must build deep engagement with consumers through continuous and consistent communication across all digital touchpoints.The rapid rise of e-commerce, combined with boost in adoption of digital channels, necessitates an omnichannel, insights-led approach to customer engagement. Brands should cater to exact needs and wants, by better understanding customer preferences and segmenting and hyper-personalizing experiences.With the GCC region's forecasted growth in e-commerce, how crucial do you think customer engagement platforms (CEPs) are becoming for brands in this market?The Middle East region may have been slow at adopting online shopping. However, the pandemic has compelled consumers to embrace it. The e-commerce sector has grown from $5 billion in 2015 to $24 billion by 2020, and is only expected to show rapid Y-o-Y growth. Amid such growth, brands can no longer afford to communicate with a one-size-fits-all approach. They need to better understand customers, their preferences, likes and dislikes, best time to communicate with customers (cohorts), and the best channel to do so. A 360-degree or a single customer view with all these attributes can then be utilized to create hyper-personalized, contextually relevant recommendations which are guaranteed to convert better and drive higher business growth. This is possible only with an insights-led CEP, which has become an absolute necessity for consumer businesses in the region.Could you elaborate on how AI-powered CEPs contribute to offering personalized experiences to customers and fostering customer loyalty in the Middle Eastern context?Customer loyalty depends largely on how satisfied customers are, and a large part of that has to do with 1:1 personalized experiences. Now, AI-powered engagement platforms can help in predictive analytics (based on past behavior and actions), identify the best channels and the best time to send communication, figure out the best message variant (dynamic A/B testing), and help in creating notification copies which drive higher CTRs and conversion rates.In light of economic forecasts suggesting a slower pace of growth in the region, how do you see the role of CEPs evolving for companies aiming to maintain customer loyalty and optimize marketing spend?While the pursestrings might be tightly clenched when it comes to marketing spends, brands can't afford to lose out on repeat purchase revenue and acquisitions (through word of mouth) led by loyalists. If anything, spending on a CEP that helps drive higher LTV by personalizing experiences (and optimizing marketing efforts) is the need of the hour, rather than slashing the budget here. Moreover, an insights-led CEP with analytics and data processing abilities would help reduce the TCO of your martech stack by ~30% as the integrated platform helps replace a lot of point solutions (consolidates function of a CDP, CRM, email and channel solutions), thus driving higher ROI on marketing spends.How can brands leverage AI and analytics to achieve the goal of turning the shopping process into an emotional and connected experience, especially in this Ramadan season?AI and analytics can help consumer brands understand customer preferences during the holy month, viz. channels and duration of the day when they're active, shopping frequency, and accordingly suggest products, and (smart) recommendations based on past purchases or browsing behavior. As brands continue to cater to the exact needs and wants of the customer at the right time with the right message and the right channel while being aware of the sensitive time, the higher chances of coming across as an empathetic customer-centric brand, this Ramadan.Smart segmentation and AI-driven insights play a significant role in customer engagement strategies. Can you share some examples of how brands in the GCC region have successfully utilized these tools to build stronger customer relationships?AI-driven insights combined with smart segmentation is crucial in understanding the customer and creating specific cohorts using which brands can drive targeted engagement ensuring higher conversions.Here are some examples:A leading on-demand car care company, headquartered in Dubai, utilized advanced segmentation (custom and RFM model) across different channels (email and push) to engage with customers, observing a 3X increase in conversions for segmented push notifications along with a 12.62% conversions for ‘abandoned cart’ flowsA leading retailer for kitchen appliances in Saudi Arabia utilized segmentation to draw retention campaigns, focusing on products, such as - the most browsed or highest-selling products (via event triggers and user attributes) to relevant segments using AI-powered smart recommendations, resulting in a 57.19% conversion rate and a 2X increase in revenueFinally, considering the current challenges and opportunities, what do you think are the key factors that differentiate brands that effectively leverage CEPs for sustainable growth and customer loyalty in the Middle East?Personalized experiences result in higher business opportunities and build a loyal customer baseAbility to build dynamic segmentation through 360 degree viewAI-powered insights which will help deepen customer understandingCater to specific needs, wants, preferences, likes/dislikes thus leading to contextually relevant recommendationsHigher ROI on marketing spends and revenue in general

After an incredible 15-year career in the music & entertainment industry in MENA Anna George stepped out of the corporate world to launch her own company Female Talent Agency (FTA). FTA is the first female-led creative agency specializing in music and brand partnerships. It connects female artists with well-aligned brands, facilitating powerful collaborations.What does Women's Day mean to you personally, and how do you believe it impacts the global conversation on gender equality?For me, International Women’s Day is about shifting the gear for future generations and paving the way to an equal future ahead. Globally, this annual celebration sparks important conversations about the need for gender equality and inspires different policies that companies worldwide should have more of to support women. As a business owner, and one whose aim is to support emerging female music talent in the region, we believe that women have a voice, and women are powerful – we just need the platforms to showcase this!In your opinion, what are the most pressing issues facing women in leadership positions today, and what steps can be taken to address them?One prominent challenge that women in leadership positions face is the gender bias and stereotypes that persist in the workplace. Even though much progress has been made in gender equality, you still see many workplaces holding onto traditional gender roles and expectations, which can make it harder for women to be taken seriously as leaders. We can often be perceived as too emotional or not assertive enough, which leads to unconscious bias in hiring, promotions, and opportunities for growth.Additionally, women who assert themselves are suddenly viewed as too aggressive or unlikeable. This bias and stereotyping can be particularly challenging for women in male-dominated industries or organisations, where respect is not given willingly.To change this narrative, it must come from the top. Management, CEOs, directors, and HR create the culture and environment of the business and are looked to for guidance from employees. If management values and respects women, seeing them as powerful members of the team, then fellow colleagues tend to follow suit. And if not, consequences should be put in place for those who go out of bounds.Women don’t need a seat at “the table” in a chair that doesn’t fit. The world needs a new table entirely where women are valued, respected and appreciated as valuable assets to any leadership decision-making.Can you share a story of a significant mentor or role model who has influenced your leadership style and approach?Yes, my first job and my first ever boss, I will never forget her leadership style, and I still think about it often. I worked at the Dubai International Film Festival as an events assistant. We were a huge team across all the departments of full-time staff and then a huge wave of temporary staff closer to the festival. As the managing director of such a huge operation, she had an unwavering dedication to fostering the growth and development of every single team member. It was my first job and now when I look back, I often knocked on her door, which would have been at an incredibly busy time, to ask her for input on quite small stuff, but no matter how big or small my question was, she was present, and she helped. Her mentorship wasn’t just about achieving short-term goals, it was about nurturing long-term growth. I learned invaluable lessons about leadership, empathy, and the importance of investing in others. Genuine mentorship is so important and can have a profound impact on both individuals and organizations.With International Women's Day highlighting the achievements of women, what advice would you give to young women aspiring to leadership positions, especially in traditionally male-dominated fields?I would say, work hard, prove your worth, use your voice and don’t back down! I have had the pleasure of working in some amazing companies, and the only way I climbed my way to the top is grit, hard work and believing in myself. I believed that I deserved every promotion and salary raise I got. Working in a male-dominated industry is not easy so my suggestion is to always make yourself indispensable and if this is underappreciated, then move on to better and brighter things!How do you navigate and challenge gender biases or stereotypes in your industry as well as organisation?Some companies are focusing on creating inclusive practices and I commend them for this; however, women continue to battle bias as they navigate their careers. Doing this while trying to become a strong leader isn’t easy. Inequality is not something which was created overnight, so it definitely won’t be diminished overnight or without effort. In my mind, there needs to be deliberate and conscious action to make this change and to make change effective, each one of us must partake in this evolution for it to be successful. My key learnings along the way have been to learn to say no, get comfortable talking about uncomfortable topics, and help others coming up behind you.How do you balance your professional responsibilities with personal life and well-being?This is a real challenge at times, especially since the launch of F.T.A. Needing to be there to build my business, attend meetings and support my artists is crucial at this stage, but on the flip side, my children and husband need me too. What I have come to realise is that there is only one of me, and I have to make a choice. The things which I most prioritise, are the most important. Once I established this, it made it easier for me to erase the clutter. I have my priority list, and I know what they are, but the challenge is being disciplined enough to stick to them. I try to remind myself regularly that the healthier, happier, and most rested I am, the happier everyone else is around me.What role do you see men playing in advancing gender equality, and how can they be allies in this cause?There are so many ways men can be our allies in advancing gender equality and I believe it starts at home and in the workplace. When men step up and take on their responsibilities within the household/workplace and support women around them – this is when transformations occur. It’s men in high-ranking positions who understand the value women bring to a home/business and push for them to excel that create the most change. They should be active advocates for gender-equitable policies in the workplace, including pay transparency, and collaborative efforts.

International Women's Day (IWD) is a powerful reminder. It highlights the strides made towards gender equality, but also the work that remains. This global day of action, celebrated annually on March 8th, calls for recognizing women's achievements and promoting equal opportunities for all genders in every aspect of life. While the Middle East has seen significant progress in women's rights, challenges persist that hinder true equality in the region.In the last two decades, there has been a significant shift towards greater recognition of women's rights and empowerment across the Middle East. Additionally, more women than ever are pursuing higher education degrees, taking on leadership positions in various sectors, and making their voices heard.This IWD, Adgully Middle East shines a light on remarkable women leaders who have not only conquered their respective fields, but are now actively working to empower others in the region. These women represent the vibrant tapestry of success in the Middle East.Meaning of IWD for today’s womenHajra Haq, the Growth Marketing Director - MEA at WebEngage, shared her views about IWD in her words: “Personally, I see Women’s Day as a celebration of milestones that we have achieved through the decades. From women’s suffrage to corporate boardroom representation, the progress has been gradual but definitive. So, Women’s Day is a moment of reflection and retrospection, of hurdles crossed and glass ceilings shattered in personal, professional, and public life. Most importantly, it is a reminder that, though we have accomplished so much, there is a long and bumpy road to true gender equality.”Sharing her views, Dr Ruhil Badiani, a physician at Cornerstone Clinic, said: “International Women's Day serves as a dedicated occasion to honour the accomplishments of women worldwide and take a stand against violence, unequal opportunities, and advocate for transformative change. I strongly believe in equal opportunities for women, aspiring for my daughter to enjoy the same protections, choices, and opportunities as my son. Personal experiences, where I, as a woman, faced disparities in learning opportunities and experienced being overlooked in comparison to my male colleagues, drive my commitment to gender equality.”Shainy Koshy, Head of HR, The Continental Group, said: “To me, Women’s Day is both a celebration of our achievements and a periodic reminder that gender equality across all aspects of life remains a work in progress. So, a day dedicated to that helps shape the sociopolitical discourse about existing challenges faced by women personally and professionally, brings key decision-makers together, and transforms ideas into actions. “However, Erika Doyle, Founder of Drink Dry, has a different approach towards IWD as she believes women have not achieved what they can, as yet.Doyle says: “I know there are two very different schools of thought when it comes to IWD; some loathe it and some love it. I am somewhere in between. Globally, gender equality is nowhere near where it should be – women are severely underpaid compared to their male colleagues; women are overlooked when it comes to career progression, and women are penalised for taking time out to have a family. So, unless we talk about it and take action, nothing will ever change.”Soniya Ashar, founder, NutriCal, feels that IWD is a day of solidarity, celebration, and reflection. “Thinking of its origin, back to the early 1900s when women in New York's textile industry were fighting for their rights, it's a reminder of the resilience and courage of women throughout history. Personally, it's a day to connect with other women, celebrate our achievements, and support each other.“Navigating the male-dominated construction industry in the UAE, confronting the "boys' club" atmosphere in corporate America, and grappling with the challenges of female founder representation in startup funding have all shaped my journey. In these environments, I've faced instances where my credibility was questioned simply because of my gender. These experiences underscore the significance of International Women's Day (IWD) and similar occasions, where we unite to champion gender equality. However, our efforts must extend beyond a single day. Gender equality is a perpetual endeavor, requiring ongoing commitment. Women's Day provides a platform to amplify our voices and address pressing issues such as workplace discrimination, educational disparities, and social inequalities,” said Soniya Ashar.Qadreya Al Awadhi, founder of Bumblebee Food, believes that Women's Day is an opportunity to showcase global women across different fields in order to encourage young girls to pursue their fields of passion. According to her, it also brings about an opportunity to have conversations about women's impact on society, whether they are staying at home or working. “Unfortunately, there are still countries in the world where gender inequality is high, which is represented by reduced pay, gender-based violence and the complete abandonment of human rights. Women's Day allows the world to shine a spotlight on such issues.”Unequal pay and much more!Certainly, both men and women encounter obstacles on their paths to success, but it's evident that women often face additional hurdles. Traditionally, women have been expected to take on the role of primary caregivers within families, which means they must balance professional responsibilities with familial duties. This dual burden can create significant challenges for women as they navigate their careers.Let's explore the insights of experts on this matter.On the personal front, opines Hajra Haq of Webengage, women continue to face roadblocks. On the workplace front, corporate culture is skewed towards men, leading to fewer pathways toward leadership positions for women.“As often as not, women get boxed into roles, such as HR and marketing, that are stereotyped as their forte. When women break such glass ceilings and get promoted to leadership roles, they often find disparities in pay and benefits compared to their male peers. Equal pay for equal work, leadership training, and fair maternity policies should be institutionalised in workplaces. HR professionals must be trained and equipped to address systemic biases and foster a culture of empowerment in workplaces.”Shainy Koshy from The Continental Group observes that unequal pay for equal work is the most pressing issue women are grappling with today.“The latest gender pay gap survey by Forbes reveals that women earn 16% less than men, on average. Similarly, women continue to face roadblocks to leadership positions. Such challenges cannot be addressed through superficial policies and posturing. Decision-makers must scratch beneath the surface, acknowledge inherent biases that breed inequality, and take decisive actions to foster a culture of gender equality. It is not easy, but it is necessary,” says Koshy.Dr RuhilBadiani, of Cornerstone Clinic, feels that balancing work and family responsibilities is the most pressing issue facing women today and is a challenge she faces every single day.“Generally women assume the primary caregiving roles for children, and managing these duties alongside demanding leadership roles can result in burnout and heightened stress levels,” says the doctor.She also suggested the ways to mitigate such challenges, saying: “Introducing more adaptable working hours for both mothers and fathers is a key strategy to mitigate these challenges. Offering paid maternity leave and the opportunity to return to work on a part-time basis, with a transition to full-time as children grow older, can be instrumental in addressing this issue. Simultaneously, fostering a shift in domestic dynamics is essential, with men actively engaging in care giving roles.”Disparity in startup sceneWomen leaders highlight a stark reality in the world of entrepreneurship: the significant disparity in funding received by women-owned businesses.Erika Doyle points out that the disparity in funding received by women-owned businesses is glaring, as highlighted by the Wamda report which revealed that only 0.47% of investments in the MENA region in 2023 went to female-founded businesses.According to her, this statistic underscores the urgent need to address this issue as a top priority. “When women have to expend considerable effort just to secure funding for their startups or businesses, it leaves little time for other professional pursuits. It's crucial for investors to recognize the potential of women entrepreneurs and provide them with equal access to funding opportunities that their male counterparts already enjoy.”Women in leadership roles have been and still face various challenges, like maternity leave, equal pay, and boardroom representation to name a few things, observes Soniya Ashar of NutriCal.“Being in the startup ecosystem lately as the founder and CEO of NutriCal, an issue in the startup world is the funding gap between men and women. I've noticed that women often undersell themselves while men tend to oversell, leading to unequal investment opportunities despite women usually having more traction. It's surprising that female-founded companies received only 2% of all venture capital (VC) investment in 2022,” says Ashar.Suggesting ways to tackle this, she said: “One thing that we need to address is the stigma around women's self-promotion and confidence. Coaching and mentoring programmes are vital for empowering women to assert themselves effectively. Additionally, investors need to prioritize diversity in their funding decisions. It’s not all bad; there are initiatives happening and there has been some encouraging progress, like Arise (StrongHer) Ventures and the growing presence of Female Angels 2022 in the startup scene in the UAE.”Qadreya Al Awadhi of Bumblebee Food believes that gender bias and stereotypes still exist in some parts of the world. For example, she adds, if a woman gets promoted to a leadership position, you will find some people say she only got the position because of her gender. “You can open any comment section on any news site about women in leadership and read for yourself, women get the blame if the business fails but never the credit if the business succeeds. I think the best way to combat those biases is through education; running a business is not easy, people fail and succeed every day and it has nothing to do with gender.”Mantra for the right professional-personal equilibriumEvery successful lady has to maintain the perfect balance between work and family to maintain physical and mental well-being, reduce stress, and enhance overall quality of life. Our women leaders, having achieved this, share the mantra for it.Shainy Koshy believes that work-life balance is about building a life that flows with you rather than one that you have to push through. “So, I do not aim for a rigorous balance. At times, the work could spill into personal time; on slow days, you could have more time for family and personal obligations. I take both in good stride.” Similarly Hajra Haq says that she is fortunate to be working at WebEngage, a company with flexible work-from-home policies that allow her to balance her professional and personal life.“Moreover, I have support at home for domestic chores like cooking and cleaning. For example, on days I have personal obligations, I ensure I don’t slot in any office meetings. Such adjustments cannot happen impromptu; they need to be planned well in advance, requiring you to be highly organised.”Dr Ruhil Badiani says that it’s not easy; there are ups and downs, and there is no right answer on how to juggle it all.“Fortunately, I am blessed with an incredible support network. After maternity leave, I made it explicitly clear to my husband that I intended to continue working, emphasizing the need for his active involvement as a parent. Establishing clear boundaries was crucial, and I was fortunate that he was both willing and capable of sharing parental responsibilities. Additionally, my workplace has proven to be understanding and accommodating. They recognize the need for flexibility. This supportive environment has played a significant role in achieving a balance between work and family obligations. It is not easy to find a job that is flexible but it is the only reason that I am able to have the great balance that I do.”On the other hand, Erika Doyle, about maintaining equilibrium, says that the more you try to balance, the harder it gets.“I believe in being authentic and doing what feels right for me professionally and personally. There are days, weeks and even months where I prioritise my work and then sometimes, I prioritise my personal life. I believe in a more fluid and authentic way of balancing different parts of my life. “Soniya Ashar believes that advancement in technology has made it simpler. She said: “Balancing my professional responsibilities with my personal life and well-being is something I've learned to navigate with a combination of strategies. As women, we often excel at multitasking, drawing on years of experience juggling various roles and commitments. I rely heavily on organisation tools like Google Calendar to keep track of appointments, deadlines, and personal commitments. Additionally, having a strong support system of fellow female startup founders, girlfriends, sisters, and my mother allows me to openly discuss challenges and seek advice when needed.”Qadreya Al Awadhi says that it is not easy. “I actually have a day job in addition to my business. Running both makes it difficult to have some personal time, but I always try to dedicate uninterrupted time to my friends and family because they are my support system. Having the right people support you and your dreams takes away some of the stress you will face in your career.”(This part two of our International Women's Day special series will delve into three key topics: navigating gender biases, men as allies for gender equality, and advice for women in leadership roles.)

This International Women's Day, the business world turns its spotlight on the dynamic and rising force of female entrepreneurs in the Middle East. Long known for its rich cultural tapestry, the region is now witnessing a surge in women shattering glass ceilings and leading the charge in innovation and startup creation.Breaking Barriers, Building Businesses:Women in the Middle East are demonstrating exceptional entrepreneurial spirit. They're tackling industry gaps, identifying market needs, and building successful businesses across diverse sectors. These women are not only building businesses but also redefining the regional economic landscape.Innovation Powerhouse:The Middle East boasts a growing number of female tech pioneers. Mona Ataya and Leena Khalil, co-founders of the hugely successful online retail platform "Mumzworld," are prime examples. Their company caters to the specific needs of mothers in the region, demonstrating how women entrepreneurs are uniquely positioned to identify and address market gaps.Beyond Borders, Beyond Biases:The impact of these female entrepreneurs extends far beyond national borders. Entrepreneur Joy Ajlouny, co-founder of logistics giant "Fetchr," is a prominent example. Her company, which has secured significant funding, tackles logistical challenges across the region, demonstrating how Middle Eastern innovation can have a global impact.Investing in the Future:The rise of female entrepreneurs isn't just a social good; it's a sound business proposition. Studies suggest that companies with diverse leadership teams outperform their less-diverse counterparts. Recognizing this, organizations like "Womena," founded by Elissa Freiha, are actively investing in and supporting female entrepreneurs in the region.Challenges and the Road Ahead:Despite the significant progress, challenges remain. Access to funding, societal biases, and a lack of female role models continue to be hurdles. However, the growing number of successful female entrepreneurs serves as a powerful inspiration for the next generation.A Brighter Future for All:The rise of female entrepreneurs in the Middle East is a testament to the region's dynamism and its commitment to a more inclusive future. By investing in women-led businesses and fostering a supportive ecosystem, the region unlocks its full potential and paves the way for a more prosperous and innovative future for all. This International Women's Day, let's celebrate the achievements of these remarkable women and champion their continued success. Their journey is not just about individual triumphs; it's about reshaping the region's economic landscape and inspiring the next generation of female leaders.(Photo by CoWomen on Unsplash)

In this exclusive interview, Laura Manning, the founder and Managing Director of BRW Society Foodstuff Trading LLC, takes us on a journey from the inception of the brand in 2019 to its current standing as a leading artisanal tea and coffee brand in the UAE market. With a keen eye for market gaps and a passion for elevating everyday moments, Laura, as the vital force behind this female-led start-up, shares insights into BRW Society's commitment to sustainability, innovation, and inclusivity, shaping its remarkable success story amidst the evolving landscape of the tea and coffee industry in the region.Could you walk us through BRW Society's journey from its inception in 2019 to becoming a leading artisanal tea and coffee brand in the UAE market today?BRW Society was founded in 2019 by Welsh expat Laura Manning in Dubai after observing a market gap in tea variety compared to her UK experience. Laura’s vision was to inspire people to savor small moments through high-quality teas.Initially, the company focused on offering loose-leaf teas, emphasizing quality, flavor, and the ritual of tea consumption. Recognizing consumer demand for convenience without sacrificing taste, BRW Society expanded its product range to include tea and coffee bags. This evolution allowed the brand to cater to a broader audience while maintaining its commitment to excellence and innovation.Through strategic marketing and product innovation, BRW Society steadily gained recognition and market share in the UAE. The company's emphasis on quality, sustainability, and variety resonated with consumers, establishing it as a leading artisanal tea and coffee brand in the region. Today, BRW Society offers diverse blends that inspire moments of relaxation and connection. How has BRW Society managed to maintain its commitment to being a plastic-free business while experiencing such rapid growth in product offerings and market presence?BRW Society has successfully maintained its commitment to being a plastic-free business despite rapid growth in product offerings and market presence through several key strategies. Firstly, the company prioritizes sustainable materials and packaging alternatives from the outset, ensuring that new product developments align with its plastic-free ethos. This proactive approach allows BRW Society to expand its product range while staying true to its sustainability goals. Additionally, the brand invests in research and development to innovate sustainable packaging solutions that meet both environmental and functional requirements, enabling it to keep up with evolving consumer demands.With the significant growth BRW Society has experienced year over year, what strategies have been instrumental in achieving and sustaining this success, especially in such a niche market? How has been the market response?BRW Society's significant growth in a niche market is driven by strategic approaches. The company's agility and dedication to comprehensive market research enable it to make well-informed decisions, while actively seeking customer feedback allows for continual refinement of products and services, enhancing overall satisfaction.We are dedicated to innovation and adaptation. BRW Society swiftly responds to evolving consumer needs and preferences, as evidenced by the introduction of hassle-free coffee bags and the transition to home compostable packaging, aligning with sustainability goals. Focusing on delivering exceptional customer experiences fosters loyalty and encourages positive word-of-mouth promotion, leading to an overwhelmingly positive market response.Our expansion into the Kingdom of Saudi Arabia through strategic partnerships, particularly with Panda Hypermarkets, has strengthened distribution, with products now available in over 55 stores nationwide. BRW Society's success underscores the importance of agility, customer-centricity, and sustainability in navigating competitive markets, positioning the brand as a leader in the tea and coffee industry.BRW Society has been praised for redefining traditional coffee and tea rituals. Could you elaborate on the inspiration behind the brand's innovative blends and how they resonate with consumers?BRW Society's innovative blends are inspired by a deep appreciation for traditional coffee and tea rituals, coupled with a desire to redefine and elevate these experiences for modern consumers.Our blends draw inspiration from diverse cultural traditions around the world. We prioritize quality and craftsmanship in every aspect of our blending process, and we are not afraid to get creative with our flavour combinations. From sourcing the finest tea leaves and coffee beans we ensure that every cup offers an unparalleled sensory experience.Overall, BRW Society's innovative blends resonate with consumers by offering a pleasant blend of tradition and innovation, quality and creativity, and flavour and wellness. Our commitment to redefining traditional coffee and tea rituals reflects our dedication to crafting exceptional beverages that inspire moments of joy and connection in the lives of our customers.Navigating niche markets can be challenging. What challenges has BRW Society faced in establishing itself as a prominent player in the artisanal tea and coffee industry, and how have you overcome them?Establishing ourselves in the industry presented several challenges for BRW Society, but we navigated them quickly and effectively.Initially, as a loose-leaf tea brand, we faced the challenge of meeting consumer demand for convenience without compromising on flavour. While people loved the taste of our whole ingredient teas, they sought a more convenient solution. To address this, we developed a plastic-free tea bag collection, maintaining our commitment to sustainability while offering the convenience consumers desired.Standing out in a crowded market was crucial. We overcame this challenge by focusing on our unique selling proposition: offering high-quality, whole ingredient teas in plastic-free packaging. This emphasis on sustainability and quality helped us carve out a niche for ourselves in the industry.Educating consumers about the benefits of our products and the importance of sustainability was essential. We invested in marketing efforts that highlighted both the superior taste of our teas and the eco-friendly nature of our packaging, helping consumers make informed choices.By addressing these challenges head-on and staying true to our values, BRW Society successfully established itself as a prominent player in the tea and coffee industry. Could you discuss BRW Society's approach to sustainability beyond its commitment to being plastic-free? How does sustainability factor into the brand's overall strategy and operations?BRW Society's commitment to sustainability goes way beyond plastic. It's a core part of how we do business, influencing everything we do. For starters, we're all about finding eco-friendly alternatives, like our switch to home compostable packaging and using wood pulp pouches made from Natureflex.We're constantly innovating too, like with our hassle-free coffee bags, making convenience sustainable. And it's not just about our products; we're also mindful of our supply chain and factory operations, finding ways to use less electricity and water to lessen our impact on the environment. Sustainability is one of our core values; guiding principle that shapes every aspect of what we do, ensuring we're making a positive difference for the planet and our customers.As a female-led start-up, how has diversity and inclusivity played a role in shaping BRW Society's culture and business practices, particularly in a region like Dubai?As a female-led start-up, diversity and inclusivity have been foundational in shaping BRW Society's culture and business practices, especially within the unique landscape of Dubai.The country serves as a beacon of opportunity for women entrepreneurs, with its progressive stance on gender equality and support for business ventures led by women. We recognize and embrace this environment, leveraging it to empower our predominantly female team and advance our business goals.We strive to create an environment where every team member feels valued, heard, respected, and included. This inclusivity extends to our hiring practices, ensuring diversity across all levels of the organisation.Recognizing the diverse needs and responsibilities of our team members, we prioritize flexibility in our work arrangements. We understand that maintaining a healthy work-life balance is crucial, particularly for women who may juggle multiple roles. Offering options to work from home, and even introducing the innovative concept of working from home country for two weeks, demonstrates our commitment to accommodating individual needs.

International Women's Day holds a special significance for Dawn Kubicek and her team at Leaders in Digital. As the first female-led SEO/Google consultancy in the Middle East, she reflects on their journey and the impact of IWD on the global conversation on gender equality.What does Women's Day mean to you personally, and how do you believe it impacts the global conversation on gender equality?It's a truly special time of year, especially for me and my team of nine incredible females, as we celebrate International Women's Day. Being the first female-led SEO/Google consultancy in the Middle East, I reflect on the journey we've embarked on over the past seven years. Setting up a tech-focused female business was once unheard of in this region, yet I've always felt a sense of acceptance and support, which I attribute greatly to the spirit of IWD.From a global perspective, International Women's Day serves as a beacon of attention, awareness, and opportunity for women from all walks of life. What resonates most with me is the sense of unity among women—regardless of background or status, we stand together on equal footing. Similarly, both genders come together as human beings, each with their own unique agendas, yet united in our shared humanity.I am inspired by the countless stories of courage and empowerment that emerge on this day and every day. Women supporting women, fostering growth and learning through education and mutual support, exemplifies the transformative power of solidarity.On International Women's Day, my team at Leaders in Digital will take a moment to step away from our desks, coming together to collaborate, catch up, and offer support to one another. It's a time to celebrate our achievements, reaffirm our commitment to gender equality, and uplift each other as we continue to make strides towards a more inclusive and equitable future.In your opinion, what are the most pressing issues facing women in leadership positions today, and what steps can be taken to address them?Adjusting to a new reality after welcoming my first baby six months ago has been quite the journey. Despite returning to full-time work just two months postpartum, I've found myself craving more time to be with my son as he grows. This precious time with him is irreplaceable, and I'm realizing the importance of balancing work and motherhood. I've come to rely on my maternal instincts more than ever, recognizing the need to prioritize family alongside career commitments. I know I'm not alone in facing this challenge – many new mothers worldwide likely share similar sentiments. It's a balancing act, especially in organizations with demanding targets, particularly for those in leadership roles.As an entrepreneur, I've discovered strategies to optimize productivity and maximize efficiency in my work routine. By adopting a high-performance mindset during meetings and work sessions, I've observed a significant increase in the amount of work accomplished in shorter periods. This approach often proves to be more productive than traditional full-time schedules with regular breaks and slower-paced days. Through meticulous organization and focused work sessions, akin to sprints in the workday, I've found that this method not only yields tangible results but also fosters a conducive environment for generating innovative ideas and providing support to the team.Can you share a story of a significant mentor or role model who has influenced your leadership style and approach?Having up to three coaches simultaneously has been instrumental in my personal and professional growth journey, as well as in supporting the development of Leaders in Digital. Recognizing the impossibility of going it alone has been a pivotal realization for me. This awareness has not only facilitated my own growth but has also fostered a culture of collaboration and support within the team.One transformative experience that exemplifies the impact of mentorship on my leadership style involves navigating workplace frustrations and conflicts. Understanding that dwelling on frustrations, worries, and fears only exacerbates the situation, I sought guidance on how to approach such challenges constructively. This led me to delve into "Extreme Ownership: How U.S. Navy Seals Lead and Win" by Jocko Willink. The book emphasizes teamwork, accountability, and a proactive approach to problem-solving, urging individuals to take ownership of their actions rather than engaging in blame games. Embracing these principles has not only shaped my leadership ethos but has also become ingrained in the values and ethics of Leaders in Digital.In our team, there is no room for assigning blame or dwelling on past mistakes. Instead, we focus on collective support and continuous improvement. Each member is valued for their contributions, and everyone deserves acknowledgment and encouragement. This collaborative mindset not only enhances team cohesion but also fosters an environment where individuals feel empowered to thrive and grow.With International Women's Day highlighting the achievements of women, what advice would you give to young women aspiring to leadership positions, especially in traditionally male-dominated fields?If I could go back and speak to my younger self during those early days in male-dominated corporate environments, I would offer this advice: It’s absolutely okay to speak your truth in the boardroom. Every perspective is valuable, and everyone deserves to be heard. There’s no right or wrong; there’s simply an opportunity to contribute and add value to the conversation. Even if someone disagrees, it doesn’t diminish the validity of your perspective. Speaking up not only leads to more dynamic discussions but also paves the way for personal and professional growth.In my early twenties, I was more of a listener than a speaker. Despite having valuable insights to share about my 6-step marketing system and SEO strategies, I hesitated to voice them. However, as I gained confidence and began to speak up, I realized that people were eager to listen. What I once thought were insignificant points turned out to be valuable contributions that resonated with others. Eventually, I found myself speaking at events and training others—a journey I never imagined possible.The key lesson I learned is that when you follow your passion and share your expertise, people will want to listen. Each of us has valuable insights and experiences to offer, and embracing our voices can lead to meaningful connections and opportunities for growth.How do you navigate and challenge gender biases or stereotypes in your industry as well as organisation?In the realm of tech, one of the greatest challenges I encounter is the misconception that SEO is merely a technical, backend task primarily handled by males, lacking strategic significance. However, this perception couldn't be further from reality, and it's become my mission to dispel this myth and ensure businesses understand the true value of SEO.I've made a conscious effort to speak out about this at events, workshops, and corporate training sessions, emphasizing that SEO encompasses far more than just technical aspects. It's an art of words and strategy, requiring a multifaceted approach to drive website traffic and sales growth. Through implementing my home-grown SEO processes refined over two decades, some of our clients have experienced consistent monthly increases of over 50%.One challenge I face is the resistance to higher retainer fees associated with our comprehensive approach compared to purely technical SEO services. Unfortunately, many businesses prioritize cost over quality, only to return to us a year later disillusioned by the lack of results.Additionally, being part of an all-female team sometimes leads to questions about our expertise in SEO. Despite these doubts, our track record speaks for itself. We've achieved remarkable results for our clients, challenging stereotypes and paving the way for innovative approaches in the industry.Ultimately, it's the data and outcomes we've delivered that showcase the effectiveness of our unique approach. I take great pride in our ability to defy expectations and drive success through our unconventional methods.How do you balance your professional responsibilities with personal life and well-being?Maintaining my wellbeing has always been a top priority, guided by the motto that I must care for myself first to be there for others effectively. While life has become less structured since welcoming my first baby, I remain committed to daily practices that nurture my mind, body, and spirit.I carve out 30 minutes each day for quiet reflection and connection with my inner self, fostering peace and clarity amidst the chaos. Prioritizing a balanced diet rich in fruits and vegetables fuels my brain energy, crucial for analyzing data and navigating our internal dashboards effectively.Starting each morning with spiritual readings sets a positive tone for the day ahead, while creating a to-do list the night before ensures a smooth transition into each day's tasks. I firmly believe in the power of small actions, recognizing that consistent daily rituals yield significant long-term benefits.Sharing these practices with my team underscores the importance of self-care and personal growth. Encouraging everyone to prioritize their own well-being fosters a supportive work environment where each individual can thrive both professionally and personally.What role do you see men playing in advancing gender equality, and how can they be allies in this cause?Men play a pivotal role as allies in the journey towards gender equality, contributing to the dismantling of systemic biases and structures. One significant way they can do so is by championing women's voices and leadership, amplifying their contributions and perspectives across various spheres, including the Middle East where such strides are remarkable to witness.Moreover, sharing household responsibilities, such as childcare and cooking, allows women the opportunity to achieve a work-life balance and prioritize their well-being. In my own life, I'm fortunate to have a supportive husband who actively participates in all aspects of family life, enabling me to pursue my career while being present for our son. Our partnership exemplifies the potential for mutual support and collaboration within families.Promoting work-life balance through flexible schedules is another crucial aspect of fostering gender equality. Providing mothers in the team with the flexibility to prioritize their family commitments ensures they can thrive both personally and professionally.At its core, advocating for gender equality involves recognizing the inherent humanity in each individual, irrespective of gender. By treating everyone with respect and empathy, and advocating for equality where necessary, men can lead by example and contribute to creating a more inclusive and equitable society for all.

Discover the inspiring journey of Carla Klumpenaar, General Manager of Marketing, Communication, and Interior Design at Al-Futtaim IKEA, spanning the UAE, Qatar, Egypt, and Oman. From her inspiration to enter the realm of marketing and communication within the retail industry to her insights on adapting strategies for diverse cultural landscapes, Carla shares her expertise and passion for creating meaningful consumer experiences. Explore how Al-Futtaim IKEA integrates sustainability into its marketing messages and product offerings, and gain valuable advice from Carla for aspiring female professionals in the marketing and interior design industries.As a prominent figure in marketing and communication within the retail industry, what inspired you to pursue a career in this field, particularly within the realm of interior design and furnishings?My journey into the world of marketing and communication within the retail industry, particularly focusing on interior design and furnishings, has been shaped by a combination of my academic background, personal interests, and childhood passions. My educational journey provided me with a solid foundation in retail management, interior design principles, marketing strategies, and effective communication techniques. From a young age, I've been inspired by the world of art and design. Whether it was sketching imaginary floor plans, rearranging furniture in my bedroom, or exploring art galleries in my free time, my fascination with creativity and aesthetics has been a constant source of inspiration.What truly inspired me to pursue a career in marketing and communication within the realm of interior design and furnishings is the opportunity to create meaningful experiences for consumers. I believe that the way we design and present spaces can profoundly impact people's lives, emotions, and behaviors. Whether it's designing a retail store that encourages exploration and discovery or crafting a marketing campaign that resonates with target audiences, I'm driven by the desire to make a positive impact through thoughtful design and effective communication.Al-Futtaim IKEA is known for its innovative marketing campaigns. Could you share with us one of your most memorable campaigns and the strategy behind its success?We’ve done many exciting refreshing campaigns but two such campaigns stay close to my heart:"Proudly Second Best" Campaign: This campaign was a bold and unconventional approach by Al-Futtaim IKEA, which celebrated the notion of being second best. The strategy behind its success lies in its ability to resonate with consumers on a personal and emotional level. Instead of promoting perfection or striving to be the best, the campaign embraced the idea that it's okay to not always come in first place.The key to the campaign's success was its authenticity and relatability. By acknowledging the reality that not everyone can be number one, IKEA positioned itself as a brand that understands and accepts the imperfections of everyday life. This resonated with consumers who could identify with the message and appreciate IKEA's honesty. Additionally, the campaign cleverly incorporated humor and wit to engage audiences and spark conversations."The Book That Changed Your Life" Campaign: This campaign centered around the concept of IKEA's iconic catalogue being more than just a catalogue—it's a source of inspiration and transformation for people's homes and lives. The strategy behind its success lies in tapping into the emotional connection that consumers have with the IKEA brand and its products.The campaign leveraged storytelling to showcase real-life stories of individuals whose lives were positively impacted by the IKEA catalogue. By highlighting personal stories and testimonials, IKEA demonstrated the tangible benefits and value that its products bring to people's lives. This approach humanized the brand and reinforced its commitment to enhancing the everyday experiences of its customers.How do you approach the challenge of adapting marketing strategies for diverse cultural landscapes across the UAE, Qatar, Egypt, and Oman?Adapting Al-Futtaim IKEA’s marketing strategies for diverse cultural landscapes across the UAE, Qatar, Egypt, and Oman requires a deep understanding of each region's unique culture, consumer behavior, and market dynamics.Every year, our Life at Home research helps us understand the cultural norms, values, beliefs, and traditions prevalent in each country. This includes understanding how people live, their preferences in terms of home decor, lifestyle choices, and shopping habits. Cultural sensitivity is key to avoiding missteps in marketing campaigns.IKEA is for everyone, and our aim is to create a better everyday life for many people. Therefore, we customize our product offerings and services to suit the tastes and preferences of each market. This could involve incorporating local design elements, colours, materials, and product sizes that resonate with the target audience.We communicate with consumers in their native language to establish a deeper connection and build trust. This applies not only to marketing materials but also to customer service interactions and online platforms. Translating marketing campaigns effectively ensures that the message is clear and culturally relevant.Lastly, we ensure we activate partnerships with local influencers and media to gain credibility and reach a wider audience.In your experience, what role does interior design play in shaping consumer experiences and perceptions of a brand like IKEA?Effective interior design has the power to evoke emotions and create memorable experiences for consumers.IKEA stores are known for their well-designed room setups that showcase how products can be integrated into real-life settings. These mock-ups not only serve as inspiration for customers but also demonstrate the versatility and functionality of IKEA's home furnishing range and accessories. By presenting aspirational yet attainable living spaces, IKEA elevates the overall shopping experience and cultivates a sense of excitement and possibility among consumers.Thoughtfully designed store layouts and interior decor contribute to a seamless and enjoyable shopping experience for customers. Clear signage, well-defined product categories, and strategically placed amenities such as dining areas and children's play zones enhance navigation and encourage prolonged engagement with the brand. By prioritizing functionality and user-friendliness in its interior design, IKEA ensures that customers can easily find what they need and feel comfortable exploring the store at their own pace.By crafting inviting and welcoming environments that appeal to the senses, IKEA encourages positive associations with its brand and products. Whether it's the cozy ambiance of a bedroom display or the vibrant atmosphere of a kitchen showroom, IKEA's interior design evokes feelings of comfort, happiness, and inspiration, fostering deeper emotional connections with customers.Sustainability has become increasingly important in consumer choices. How does Al-Futtaim IKEA incorporate sustainability into its marketing messages and product offerings?Al-Futtaim IKEA demonstrates a strong commitment to sustainability in its marketing messages and product offerings through various initiatives:Sustainability is integrated as one of the core content pillars in Al-Futtaim IKEA's communication calendars. This ensures that sustainability-related messages are consistently woven into the brand's marketing materials, social media posts, email newsletters, and other communication channels. By prioritizing sustainability in its content planning, IKEA reinforces its commitment to environmental stewardship and encourages consumers to align with its values.Al-Futtaim IKEA regularly organizes events and educational campaigns focused on sustainability. These initiatives aim to raise awareness among consumers about the environmental benefits of sustainable practices and products.Al-Futtaim IKEA incorporates sustainability into its product offerings by prioritizing eco-friendly materials, production processes, and design innovations. This includes using renewable and recycled materials, reducing carbon footprint in manufacturing and transportation, and ensuring product durability and longevity. By offering sustainable alternatives across its product range, IKEA empowers customers to make environmentally responsible choices without compromising on quality or style.As a woman in a leadership position, what advice would you give to other aspiring female professionals looking to make their mark in the marketing and interior design industries, particularly in regions like the Middle East?As a woman in a leadership position within the marketing and interior design industries, my advice to other aspiring female professionals in regions like the Middle East would be:Believe in Yourself: Have confidence in your abilities and trust your instinctsEmbrace your unique strengths and talents, and be proud of the value you bring to the table.Continuous Learning and Growth: Stay curious and committed to lifelong learning. Invest in acquiring new skills, staying updated on industry trends, and expanding your knowledge base.Build Strong Networks: Cultivate relationships with peers, mentors, and industry professionals who can support and guide you in your career journey. Networking is invaluable for gaining insights, accessing opportunities, and building a support system of like-minded individuals who understand the challenges and triumphs of navigating male-dominated industries.Embrace Challenges and Overcome Obstacles: Be prepared to face obstacles and setbacks along the way. Instead of letting challenges discourage you, view them as opportunities for growth and resilience.Lead with Integrity and Empathy: As you progress in your career and assume leadership roles, lead by example with integrity, empathy, and inclusivity. Foster a culture of collaboration, respect, and empowerment within your teams and organizations.Stay True to Yourself: Finally, remember to stay true to yourself and your values. Embrace your authenticity and uniqueness as a woman in leadership, and let your passion, creativity, and determination shine through in everything you do.

During Ramadan, brands engage in fierce competition, striving to outdo each other with innovative and captivating content. This presents a significant challenge for marketing strategists and advertising agencies who must distinguish themselves amidst the clamor of others vying for their audience's attention.Ramadan is a critical period marked by heightened competition. So, we do everything possible to make our customers rule this market with qualitative content reflecting the sacredness of the month. Companies create campaigns that incorporate family, community, and charity events, along with various discounts and promotions. During Ramadan, both media outlets and brands actively promote content-sharing on social media related to Ramadan and engage in charitable activities. But during this period, greater importance is placed on respecting religious sentiments and cultural values to ensure that the content of the marketing messages blends in with the spirit of Ramadan while promoting unity and goodwill within society.Iftar gatherings remain a prominent cultural tradition in Saudi Arabia, particularly during the Holy month of Ramadan. It's noticeable that people's leisure time tends to increase during this time, often leading to more visits to malls. Additionally, there's a noticeable trend of increased nighttime outings, and a wider array of entertainment and leisure activities available during the night. A recent study has revealed that consumer shopping intentions in the KSA market for Ramadan are forecasted to increase by 44% this year compared to the previous year. This rate of growth is projected to apply to other sectors as well, with entertainment at 44%, grocery shopping at 51%, foreign trips at 35%, staycation at 42%, and food delivery at 39%.The Ramadan season provides an excellent opportunity for storytelling through videos, especially in collaboration with creators. According to Google, 65% of shoppers or observers increase their video-watching time during Ramadan and Eid. Moreover, 59% show a greater inclination towards trusting a brand that partners with an authentic creator.According to Ipsos data, approximately 97% of local and Arab residents in KSA tend to watch television daily, with women being particularly inclined. During Ramadan, viewers consume content for an average of five hours and twenty-three minutes per day, which is 16 minutes more compared to non-Ramadan times. Nearly four-fifths of people use SVODs, with Shahid VIP and Netflix being among the most popular channels.During Ramadan, there is an increased opportunity for brands to target the gaming community, as previous studies indicate that audiences turn to their mobile devices, particularly gaming, for entertainment during this holy month. With reduced working hours and schools on vacation, people find themselves with more leisure time. Research conducted by adcolony and GWI during Ramadan revealed that 50% of respondents in KSA spend 1-3 hours online on their smartphones, with 48% of them dedicating 30 minutes to 2 hours daily to playing mobile games during the holy month. The most preferred time for gaming is between 12 pm to 6 pm, resulting in individuals spending between 15 to 60 hours playing mobile games over the course of Ramadan.

In this interview, Adgully Middle East sits down with Mario Pérez, the CEO of MENA Tech, a subsidiary of GGTech Entertainment, to delve into the remarkable evolution of esports in the Middle East and North Africa. From discussing the factors driving its growth to highlighting key initiatives shaping its development, Pérez offers valuable insights into the unique cultural influences, infrastructure needs, and collaborative efforts driving the region's burgeoning esports ecosystem. Join us as we uncover the strategies, challenges, and opportunities that define the future of esports in the MENA region.How has the e-sports scene evolved in the Middle East region over the past few years, and what factors have contributed to its growth or challenges? How is your organisation poised to tap into the boom?At GGTech Entertainment, we've observed and actively participated in the extraordinary evolution of the esports scene in the MENA region. This region is one of the fastest-growing gaming markets globally, with predictions indicating it will experience the most significant market increase by 2027. The current gaming landscape encompasses 15% of the global 3 billion gamers, with an estimated 377 million players, surpassing Europe's 386 million and America's 210 million. The regional gaming industry is estimated to generate $1.8 billion in revenue, which is projected to reach $5 billion by 2025, according to Newzoo.This phenomenal growth is mirrored in our organisation's strategy and initiatives. Our involvement in collegiate esports is extensive and includes the Amazon UNIVERSITY Esports (AUE) Competition, where we've seen over 3,000 players from more than 100 universities in the UAE and KSA participate in 2023 alone. These competitions go beyond gaming; they offer real-world learning opportunities and professional experience in diverse industry areas, from broadcasting to marketing.The esports sector's growth in the MENA region can be attributed to several factors. The under-25 demographic is rising, and these young gamers are spending more time and money on gaming. This surge, coupled with an increase in advertising revenue and the expansion of virtual environments like the Metaverse, has significantly boosted the industry. Importantly, government support in these countries has played a crucial role in recognizing and nurturing this previously underserved consumer segment.The region's gaming market, estimated at $1.8 billion in revenue and projected to reach $5 billion by 2025, has attracted major global publishers. As a result, we are witnessing the establishment of video game development companies within the region and the expansion of global publishers like Riot Games and Ubisoft.Additionally, the change in the consumption of social and cultural products, notably through streaming platforms like YouTube, Twitch, and Facebook, has democratized access to esports, making it easier for viewers to engage with their favourite players and games.At MENA Tech, we are strategically positioned to tap into this boom. Our focus on integrating gaming with education addresses the evolving demands of the market and prepares young gamers for real-world challenges. By fostering strategic thinking, teamwork, and academic commitment, we are not only celebrating gaming excellence but also contributing to the sustainable growth of the esports industry in the MENA region.Can you highlight any specific initiatives that have played a significant role in promoting and developing e-sports within the Middle East, and how have they impacted the local gaming community?We are seeing a huge push from the government to build a strong gaming & esports atmosphere in this region. This is also articulated with private initiatives, creating a mixed environment that provides a wide variety of possibilities for consumers.Leading the esports scene in the Middle East, Saudi Arabia has made a significant impact by organising Gamers8, the largest independent esports event in the region. The Saudi Esports Federation's launch of the Saudi Esports Academy in 2022 and its plans for the Esports World Cup in 2024 are pivotal in nurturing future talent in the industry. The event is anticipated to boost tourism, spur job creation, and offer diverse entertainment to both residents and visitors, thus embedding esports into the cultural and economic fabric of Saudi Arabia.This enhances Saudi Arabia's global esports presence and is a key component of their broader economic strategy Vision 2030, including the National Gaming and Esports Strategy 2030. This strategy aims to establish 250 gaming companies to develop 30 competitive games within local studios, create 39,000 jobs, and substantially increase the sector's contribution to the GDP. In 2023, the country hosted 12 esports competitions, featuring an extraordinary prize pool of $45 million, showcasing its dedication to the esports realm and its support for clubs and athletes within the industry.Abu Dhabi's 'Abu Dhabi Gaming' initiative has also been instrumental in developing regional talent and bringing a range of gaming events to the city. It offers comprehensive support for game developers, players, consumers, and businesses, significantly impacting the local gaming community.In Dubai, the DMCC Gaming Centre, launched during the Dubai Esports Festival in 2022, encourages gaming firms to establish a presence in the region, further promoting industry growth. In 2023, the Dubai Programme for Gaming 2033 was launched with an ambitious goal: to elevate Dubai among the top ten cities in the global esports industry by creating 30,000 new jobs within the sector over the next decade. This initiative is set to significantly enhance the sector's contribution to Dubai's GDP, aiming to add nearly $1 billion by 2033.GGTech Entertainment also actively fosters the esports ecosystem in the Middle East through several key initiatives. The Amazon UNIVERSITY Esports competition stands out, engaging over 100,000 students from more than 1,500 universities across 26 countries, including the MENA region. This platform not only hosts competitive gaming events but also integrates educational aspects, offering students real-world experience in various industry roles. GGTech also organizes international competitions for Teamfight Tactics, like TFT RISING LEGENDS and the TFT CHAMPIONSHIP, contributing to the game's popularity and growth in the region. Furthermore, through live events like the AUE Masters MENA Series Finals, GGTech provides a vibrant stage for gamers to exhibit their skills with the aim of getting closer to a professional experience, and supporting them in case they wish to pursue a career as professional players. Beyond competitions, their commitment extends to community building, creating networks of gaming enthusiasts and fostering skills like teamwork and strategic thinking.These initiatives collectively enhance the local gaming community by providing platforms for talent development, professional exposure, and community engagement, thereby solidifying the Middle East as a burgeoning hub for esports.What unique cultural or regional aspects influence the e-sports landscape in the Middle East, and how do these elements contribute to the success or distinctiveness of the gaming community in this region?A key factor is the high engagement with video games among the ME population. According to the Global Consumer Survey by Statista, the region has the world's highest percentage of adult gamers, with nine out of ten adults playing video games. This is particularly notable among younger demographics, as 45% of adult gamers are between 18 and 24 years old, and 90% are under 35. This trend is driven by early exposure to gaming devices, making young people the primary consumers of video games in the region.Mobile gaming, in particular, plays a crucial role in driving growth in both esports and live-streaming audiences. In 2022, the esports revenue in the region was expected to increase by 24.9% year-over-year, reaching $98.8 million, largely thanks to the popularity of mobile titles. This underscores the importance of mobile gaming in the regional esports ecosystem.Another crucial aspect is the focus on inclusiveness and diversity by game publishers. In Riot Games’ VALORANT there is a main character named Cypher, who is of Moroccan origin. This kind of representation is vital as it fosters relatability and a sense of belonging among players in the region, which is home to around 400 million people.Moreover, the increasing availability of Arabic language versions of games signifies the industry's efforts to connect with the MENA market. Such localization is not just a business strategy but also a means of enhancing the players' sense of identification and belonging with the games they love.At GGTech and MENA Tech, we strongly advocate for integration and diversity. We believe that video games are powerful tools for bridging cultural and generational gaps. By listening to the community and involving them in the creation of games, competitions, and events, we ensure that the industry truly reflects and caters to the true owners of the industry – the players themselves. This community-driven approach is essential for the continued growth and success of the esports landscape in the Middle East.In terms of infrastructure and support, what improvements or developments are needed to further enhance the e-sports ecosystem in the Middle East, and how are stakeholders working towards addressing these gaps?Currently, the esports audience stands at 500 million, which is just a fraction of the global gamer population (3.26 billion), signifying immense growth potential. To harness this potential, several improvements are necessary.One of the key developments is the localization of games in Arabic and the creation of competitions that place the region on the international esports stage. This not only promotes regional talent but also ensures cultural relevance and accessibility.The integration of advanced technologies like virtual reality (VR), augmented reality (AR), and the Metaverse is transforming the gaming landscape, emphasizing the need for an infrastructure that supports these innovations. With the VR gaming market expected to reach $11 billion by 2026, the Middle East must adapt to these technological advancements, enhancing interactivity and immersion for gamers.The trend towards mobile gaming, driven by the increasing number of smartphone users in the MENA region (expected to reach 565 million by 2025), highlights the importance of developing robust mobile gaming platforms. The surge in app downloads and in-app spending in recent years further underscores this.Stakeholders across various sectors are making significant contributions to the growth and support of esports in the Middle East. Esports clubs are transitioning into professional and diverse media and entertainment organizations, providing a structured environment that nurtures esports talent. National governments, notably Saudi Arabia, are actively endorsing esports, acknowledging its potential economic and cultural impact. Multi-national bodies, such as the International Olympic Committee, are considering esports inclusion, lending legitimacy and potentially broadening the industry's global appeal. Esports federations are instrumental in identifying and developing talent, ensuring sustainable careers within the industry. The involvement of brands in esports brings crucial financial support and enhances the viewer experience through sponsorships and partnerships. Lastly, media companies are incorporating esports content, diversifying their offerings and extending the reach and accessibility of esports to a wider audience.In summary, while the Middle East esports sector has made considerable progress, continued development in technological infrastructure, game localization, mobile gaming platforms, and multi-sector stakeholder involvement is essential for its future growth and success.

In a recent exclusive interview with Adgully, Rizwan Sajan, the driving force behind Danube Properties, shared insights into his journey and the innovative strategies that have propelled Danube to the forefront of Dubai's real estate market."Danube was formed 30 years ago as a small building material company," reminisces Rizwan Sajan, the visionary leader behind Danube Properties, as he reflects on the humble beginnings of the company. From its inception, Sajan's entrepreneurial spirit was evident, propelling Danube's journey from a modest trading firm to a powerhouse in Dubai's real estate sector.Sajan's own trajectory within the company mirrors Danube's evolution. Starting as a building material company, Danube expanded into diverse ventures, including building materials and furnishing solutions. Sajan's astute understanding of market dynamics and unwavering determination paved the way for Danube's foray into property development.The transformational moment came with the launch of Danube Properties, marking a new chapter in the company's history. Sajan's innovative payment plan, offering properties with down payment of 20%, and the remaining amount paid as 1% per month, earned him the moniker "1% Man." This revolutionary approach democratized property ownership in Dubai, making it accessible to a broader spectrum of investors, particularly expatriates.Despite facing challenges, including Dubai's real estate crash in 2008-2009, Sajan remained resolute in his commitment to transparency and integrity. "Whatever money any investor invests... goes into the escrow account... it's 100% transparent," he affirms. This dedication to financial integrity has earned Danube Properties the trust and confidence of investors, solidifying its reputation as a reliable partner in real estate ventures.Danube Properties' entry into the real estate sector marked a significant milestone, driven by a commitment to accessibility and innovation. Sajan outlines the company's unique approach of offering properties with a flexible payment plan, targeting not only affluent investors but also expatriates seeking homeownership, particularly from India. "We targeted not only affluent investors but also expatriates seeking homeownership," Sajan notes, emphasizing Danube's inclusive approach to property ownership.In the age of social media dominance, Sajan recognizes its pivotal role in business strategy. "If you are not doing social media, you're not doing business," he asserts, underlining the importance of maintaining a strong online presence to engage with consumers effectively. Through platforms like Instagram, Sajan connects directly with customers, fostering a sense of trust and accessibility.With Dubai's real estate market poised for growth, he sees immense potential for Danube to expand its footprint. "Dubai is a market that offers tremendous opportunities," he notes, highlighting the city's vibrant economy and diverse investor base.Sajan has positioned Danube Properties as a pioneer in Dubai's real estate landscape, offering affordable and innovative solutions to a diverse range of customers. As Dubai's real estate sector continues to evolve, Sajan aims to continue revolutionizing Dubai's real estate landscape. His legacy as the "1% Man" will endure, ensuring that the dream of owning a home remains attainable for all in Dubai's dynamic market.

Authored By Amir Tabch, CEO - Middle East, Liminal Custody Solutions In the pulsating heart of the Middle East, a revolution brews—not of swords and shields, but of bytes and blocks. This region, known for its rich history and economic prowess, now leads the charge in the digital asset revolution. Cryptocurrencies, security tokens, and CBDCs are not just buzzwords here; they are the keys to unlocking a future brimming with untapped potential. Yet, the golden question looms: How do we harness these digital titans while standing firm against the whirlwinds of regulatory challenges?Enter the guardians of this new era: digital asset custody platforms. These digital fortresses not only safeguard the treasures within but also ensure that every transaction, every exchange, adheres to the stringent laws of the land. Unlike the vaults of old, where gold and silver lay guarded by physical locks, digital assets demand a fortress of codes and cryptographic keys meticulously engineered to repel the most cunning of cyber assailants. Innovative platforms like ours exemplify this new guard, offering tailored solutions that align with the unique needs of the Middle East’s digital asset market.A Global Phenomenon, A Regional SagaThe global digital asset custody market is experiencing exponential growth, projected to reach a staggering $1.6 trillion by 2028. This reflects the increasing institutional adoption of these assets and the need for secure and compliant custody solutions. In fact, the Middle East, witnessing the highest global growth in digital asset adoption at 48% year-on-year, according to Chainalysis, is poised to be a major player in this revolution. Custodial platforms such as ours are at the forefront, demonstrating how cutting-edge technology and adherence to regional regulations pave the way for secure and efficient market participation.Navigating the Regulatory Hurdles with confidenceDigital asset custody faces unique regulatory hurdles compared to traditional asset classes. Jurisdictions hold varying interpretations of "qualified custodians," with some still developing clear guidelines. However, the Middle East presents a distinct opportunity. Unlike other markets, countries like the UAE have established clear frameworks like the Crypto Assets Activities Regulation (CAAR) and SCA Decision No. 23 of 2020 establish clear guidelines for activities like initial coin offerings (ICOs), crypto exchanges, crowdfunding platforms, and custodian services. Choosing a platform demonstrably compliant with these regulations minimizes risk and ensures adherence to the highest standards. Regulatory compliance minimizes fraud risk and fosters trust and business integrity – essential components for the region's digital asset ecosystem to thrive. Additionally, such a custodian's expertise can be invaluable in navigating the specific requirements of the UAE's digital asset landscape.Finding the Right Fit: Tailored Custody for Your Strategy, Securely and CompliantlyOne size does not fit all in digital asset custody. It is crucial to understand your investment strategy and ensure the chosen custodian can support it while upholding compliance regulations. Partner with platforms that adapt to your specific needs, offering the asset support you require. Choosing the right custodian becomes an investment, impacting operational efficiency and cost savings through streamlined processes and automated management, all underpinned by secure and compliant practices.Types of Digital Asset Custody SolutionsNot all custody solutions are the same. It is crucial to understand your investment strategy and ensure the chosen custodian can support it. Partner with platforms that can adapt to your specific needs and offer the asset support you require. Before selecting a custodian, institutions must first understand the different custody solutions available:?       Hot Wallets: Store private keys online within devices connected to networks. Ideal for quick transactions but susceptible to cyberattacks.?       Cold Wallets: Offer higher security by storing private keys offline in air-gapped devices. Fund transfers are slower but less vulnerable to online threats.?       Multi-Signature (Multisig) Wallets: Enhance security by requiring multiple private keys for transactions, mitigating the risk of unauthorized access. However, transaction fees can be higher due to multiple signatures.?       Multi-Party Computation (MPC) Wallets: Divide private keys into several shards for distributed security and governance. Overcome high multisig fees with single transaction signatures and support wider asset variety.Choosing the right custodian becomes an investment, potentially impacting operational efficiency. By meticulously evaluating these options and aligning them with your investment strategy and compliance requirements, you can choose the optimal digital asset custody solution for your needs. Each option offers different benefits, and platforms like Liminal help navigate these choices to align with investment strategies and compliance requirements.Transparency to Build TrustIn the world of digital assets, trust is paramount. Look beyond basic audits and demand thorough assessments encompassing IT infrastructure, risk management, and information security procedures. Custody platforms should offer inherent transparency. Independent audits and real-time transaction monitoring provide additional layers of assurance, preventing unauthorized activities. By choosing platforms like ours, committed to transparency, investors and advisors gain peace of mind and mitigate potential risks.Need for Due Diligence & ComplianceDigital asset custody demands meticulous due diligence. While structure and private key management are fundamental, delve deeper. Check for robust insurance coverage, comprehensive risk assessment plans, industry-recognized cybersecurity certifications, and demonstrably compliant AML, KYC, and Travel Rule adherence. Remember, due diligence is an ongoing process – stay updated on the custodian's evolving practices and adapt your risk assessments accordingly. Platforms must exemplify this diligence, continuously updating practices and adapting to regulatory changes.Data-Driven DecisionsDigital asset custody offers several advantages over traditional models. Secure storage and advanced encryption protect assets from unauthorized access, enhancing safety. Transparency fosters trust and reduces operational risks. Studies show cost efficiencies gained through streamlined processes and automated management. However, prioritizing compliance is paramount. Look for platforms that leverage data analytics to optimize compliance processes, ensuring unwavering adherence to regulations while maintaining operational efficiency. Platforms leveraging data analytics for compliance optimization, like Liminal, underscore the importance of compliance without sacrificing operational efficiency.Beyond the Horizon: The Custody Crusade ContinuesSelecting your custodian is but the first step on this grand adventure. As the sands of the digital landscape shift, so must your strategies. Engage with advisors, keep a keen eye on evolving practices, and remember: in this digital odyssey, your custodian is not just a service provider; they are your ally, your sentinel, and your guide to a future where the digital assets of the Middle East shine brightest.Through innovation, tailored solutions, and unwavering compliance with regulations like CAAR and Decision No. 23, we stand on the cusp of ushering in an era of prosperity and security for digital assets in the Middle East. The journey is grand, the stakes high, and the rewards boundless. Together, let's pave this golden path.

In our ongoing Ramadan series, Sulin Sugathan, Director of Retail at Royal Furniture, discusses how the brand tailors its marketing strategies and collections to resonate with the spirit and traditions of Ramadan in the Middle East.How are brands in the Middle East tailoring their marketing strategies/campaigns to resonate with the cultural nuances and significance of Ramadan?Brands in the Middle East tailor Ramadan marketing by emphasising cultural sensitivity, incorporating Islamic themes, and highlighting family values. Several brands look into the possibilities of charitable initiatives, such as Iftar/Suhoor specials, curating a special collection that resonates with the occasion in terms of design and aesthetics, and organising digital campaigns to engage the community. Unique Ramadan-themed products, influencer collaborations, and strategic timing are priorities.Can you discuss specific examples of how you incorporate traditional Ramadan elements into your exclusive collections or marketing campaigns?At Royal Furniture, we specialise in larger furniture such as sofas, dining sets, and beds. However, during Ramadan, we craft a unique collection featuring themed decor and furniture designs tailored to the spirit of the occasion.Our newest Ramadan Collection is inspired by the diverse cultural heritage and longstanding traditions associated with the holy month. Thus, every design in our collection is infused with elements that mirror the splendour and importance of this unique period, ranging from elaborate patterns reminiscent of traditional Islamic art to a colour scheme featuring shades of gold, and white that echo the essence of the occasion. Our aim is to provide customers with more than just furniture; we offer pieces that embody the spirit of Ramadan, fostering an ambience of warmth, hospitality, and reverence in their homes.To enhance our reach, we're launching engaging social media campaigns in collaboration with local influencers who embody the essence of Ramadan. These influencers will showcase our Ramadan collection, sharing personal experiences and insights.In what ways are brands leveraging social media influencers and digital platforms to connect with consumers during Ramadan while maintaining authenticity and respect for the occasion?Brands harness social media influencers during Ramadan by selecting individuals who align with the occasion's values. Influencers authentically integrate Ramadan themes into their content, showcasing brand products within the context of cultural traditions. Digital platforms serve as a medium for interactive campaigns, fostering community engagement through challenges and user-generated content.Brands prioritise authenticity, ensuring that influencers resonate with the target audience and embody the spirit of Ramadan. Collaborations focus on subtle product integration, emphasising quality over promotion. This approach allows brands to connect genuinely with consumers, respecting the significance of Ramadan and contributing to a positive and culturally sensitive online environment.What challenges do your brands face in balancing commercial objectives with the need to honour Ramadan's spiritual and cultural aspects, and how are they navigating these challenges?Balancing commercial objectives with Ramadan's spiritual aspects poses challenges in maintaining authenticity. Royal Furniture navigates by prioritising cultural sensitivity, emphasising meaningful connections over promotions.We carefully curate marketing content to align with our and the community’s values, ensuring it resonates with the spirit of Ramadan. People-centric campaigns are critical, allowing us to contribute positively while meeting commercial goals. This approach helps our brand authentically engage with consumers, fostering a connection beyond transactional interactions during this significant month.

Today marks the launch of an engaging series on AdGully Middle East: exclusive Ramadan-related interviews with industry stakeholders as we approach the auspicious occasion of Ramadan.In today’s interview, we have Thomas Gateff, Co-Founder & Managing Partner at M2L Concepts, who discusses how brands in the Middle East are tailoring their marketing strategies to resonate with the cultural nuances and significance of Ramadan. Gateff emphasizes the importance of authenticity and respect in engaging with consumers during this sacred time, highlighting examples from M2L Concepts' Ramadan District Season 2. He also explores how brands are leveraging digital platforms while maintaining cultural sensitivity and discusses the challenges of balancing commercial objectives with honoring the spiritual aspects of Ramadan.How are brands in the Middle East tailoring their marketing strategies/campaigns to resonate with the cultural nuances and significance of Ramadan?Brands are increasingly crafting their strategies and campaigns to align with the cultural nuances and significance of Ramadan, an occasion that embodies a multitude of values such as spirituality, community, familial bonds, and charitable giving. Understanding and respecting these elements is crucial for any business to genuinely connect with audiences on a deeper level during this sacred time.During this time, campaigns often revolve around themes such as family unity, community support, and acts of kindness. These narratives find expression through various channels, including markets like the Ramadan District Season 2, advertisements, and partnerships with community organisations.When engaging with consumers, businesses should place a priority on authenticity and respect for the occasion. Messages must be crafted to resonate with Ramadan's values without appearing opportunistic or insincere. Whether through experiential activations, digital campaigns, or markets, brands are increasingly recognising the importance of resonating with consumers in a meaningful and culturally sensitive manner.Can you discuss specific examples of how you are incorporating traditional elements of Ramadan into your exclusive services?In our Ramadan District Season 2, we're continuing to deepen our commitment to honouring the traditional elements of Ramadan while creating immersive and engaging experiences for communities and brands. One way we're doing this is through our meticulous curation of the market. We're focusing on authentic Middle Eastern design elements, carefully selecting décor that not only reflects the region's rich heritage but also creates an ambiance that resonates with the spirit of Ramadan. From intricate lanterns to vibrant textiles, every detail is thoughtfully chosen to transport visitors to the heart of Middle Eastern culture.Moreover, we're amplifying the cultural experience by featuring businesses specializing in traditional arts such as henna designs and calligraphy. These artisans not only showcase their skills but also provide visitors with the opportunity to engage firsthand with these timeless traditions. In addition to cultural immersion, we're ensuring that our events cater to families by offering a diverse range of activities suitable for all ages.Drawing from the success of our previous endeavours, such as the Ramadan Majlis, FIFA World Cup activities, and Winter District, which collectively attracted over 40,000 visitors, we're leveraging our expertise to provide immersive experiences, and create unforgettable moments that resonate with our audience long after Ramadan ends.In what ways are brands leveraging digital platforms to connect with consumers during Ramadan, while maintaining authenticity and respect for the occasion?Leveraging digital platforms allows brands to reach a wide audience while also providing opportunities for interactive and engaging content that reflects the spirit of Ramadan. Moreover, the UAE's digital landscape is highly advanced, with a 99% digital penetration rate and active internet usage, makes it an ideal environment for brands to connect with consumers. One key strategy is the use of social media to deliver tailored messages across different sectors like retail, leisure, hospitality, and cultural events. Additionally, brands have been using digital platforms to educate and engage consumers about Ramadan traditions. This not only helps in building brand loyalty but also promotes cultural understanding among consumers.What challenges do brands face in balancing commercial objectives with the need to honour the spiritual and cultural aspects of Ramadan, and how are they navigating these challenges?One of the primary hurdles is ensuring respect for the religious observance without appearing exploitative. Brands must avoid over-the-top sales tactics and instead focus on meaningful engagement that aligns with the spiritual aspects of the month. Understanding the cultural nuances of Ramadan is equally crucial. Thorough research and consultation with local experts can help brands craft marketing campaigns that are respectful and resonate with the target audience. Moreover, teaming up with local and regional businesses lends credibility to a brand's efforts and demonstrates a commitment to understanding and supporting the community's needs and values. Overall, successfully navigating the intersection of commercial objectives and cultural sensitivity requires a thoughtful and respectful approach that prioritises genuine engagement with the community.

In the realm of digital content creation, Khalid Al Ameri, an Emirati content creator and YouTuber, stands as a prominent figure, weaving together humour, cultural exploration, and relatable experiences that transcend borders. Over the years, Khalid has amassed a diverse global audience.In a recent interview with Adgully, Khalid Al Ameri delves into the intricacies of content creation, his unique approach to storytelling, highlighting the importance of experiencing its renowned street food and the impact he aspires to make on social media.Khalid opens up about his current visit to Mumbai, expressing eagerness to explore the vibrant city’s energy and, most notably, its diverse culinary landscape. His emphasis on experiencing the essence of Mumbai reflects his broader approach to content creation – finding common threads that connect people worldwide. Khalid shares, “I always look for opportunities to bridge gaps between communities. It is about focusing on the universal aspects of human experiences.”In response to showcasing Mumbai’s unique culture, Khalid shares his intent to explore the city’s renowned Bollywood culture and engage in local experiences. “I expect it to be very energetic. For us, a lot of times when we film, we film during the day, but in Mumbai, we want to experience the city in the evening and showcase various aspects,” he states. From trying a train ride to immersing in the bustling Bollywood hotspots, Khalid aims to capture the diverse essence of Mumbai.Reflecting on his travel experiences, Khalid highlights the significance of understanding and sharing stories from various perspectives. He mentions his phone-free exploration of Iceland. The warm welcome in Kerala during his first trip to India holds a special place, where he felt a profound connection with the Indian community in the UAE.Discussing challenges, Khalid recalls the complexity of producing a documentary in Sri Lanka, where time constraints and the desire to capture the nation’s essence presented hurdles. Overcoming challenges, he notes, requires finding motivation and a deeper purpose. In this case, the overwhelming support from the Sri Lankan people fueled the project, highlighting the power of connecting with a community’s aspirations.Khalid’s content is intentionally crafted to resonate with a diverse audience. Drawing inspiration from global figures like Mr Bean, he focuses on universally relatable situations. “I like to make content that everyone can relate to,” he shares, emphasising the importance of creating shareable content that transcends cultural boundaries.In the grand tapestry of content creation, Khalid strives to leave a lasting impact. “The message that I want to leave is that the world and people’s lives were better because of the work that we did,” he affirms. Khalid’s vision extends beyond entertainment, aiming to contribute positively to the lives of his audience.As we navigate the digital landscape, Khalid’s journey serves as an inspiration, reminding us of the power of storytelling and the potential for global connection through relatable, heartfelt content.Watch full conversation here:<div class="video-container"><iframe src="https://www.youtube.com/embed/embed" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe></div>

Mitgo Group, a global tech company focused on delivering innovative marketing solutions and promoting entrepreneurship, has recently launched Takefluence, a platform connecting content creators and social media enthusiasts with brands in the Middle East and North Africa (MENA) region.With this launch of Takefluence, Mitgo Group aims to strengthen its position in the MENA influencer marketing industry, which experts estimate at more than $1 billion.In this interview with Adgully Middle East, Archie Rudyuk, Regional Director of Mitgo Group in MENA and Co-founder of Takefluence, discusses the recent launch of Takefluence, aimed at connecting content creators and social media enthusiasts with brands in the MENA region. The platform is designed to facilitate influencer marketing activities in the MENA region, which is estimated to be worth over $1 billion. Rudyuk also highlighted the importance of Takefluence in strengthening Mitgo Group's position in the MENA influencer marketing industry. The platform seeks to tap into the growing market of content creators and social media influencers in the region, providing them with opportunities to collaborate with brands and monetize their online presence.What personal or professional values guide you as the CEO of Takefluence?Working with Takefluence has been an exhilarating journey, fueled by my passion for innovation and dedication to building strong connections between content creators and brands. As CEO, my guiding principles are integrity, creativity, and teamwork. These core values are the heartbeat of our company culture, influencing every decision and strategy, propelling us towards fostering a vibrant ecosystem where both creators and brands can flourish together.Mitgo Group, a global tech company, has announced the launch of Takefluence in the MENA region. How, according to you, will it change the creator economy and social landscape in MENA?The launch of Takefluence in the MENA region marks a significant shift in the creator economy and social landscape. With experts estimating the MENA influencer marketing industry at more than $1 billion, the significance of the content economy in the region is on the rise. This growth is further supported by the announcement of a Dh150 million fund by Sheikh Mohammed bin Rashid, Vice President and Ruler of Dubai.The MENA content economy is expanding rapidly, and with projections indicating a steady rise in creator ad spending, Takefluence's strategic debut aligns perfectly with these trends. We aim to empower creators and forge genuine connections between brands and their audiences, enhancing the region's creator economy.What sets Takefluence apart from other companies in the creator economy space?Takefluence stands out for its innovative approach to collaboration with content creators. Our platform offers unique campaign types based on various actions like conversions, reposting, making a post/story, leaving a product review, and more.Furthermore, it streamlines the entire process for brands — from on-boarding and reporting to payouts offering unparalleled efficiency and effectiveness in social media campaigns. This efficiency, coupled with our collaboration with over 150 brands including Noon, Namshi, and Huawei, positions us to significantly impact the MENA creator economy by enhancing engagement, fostering authentic connections, and boosting brand visibility.How do you envision the future of the creator economy evolving in the MENA, and how is Takefluence adapting to these changes?I see the future of the creator economy in MENA moving towards a more dynamic, collaborative ecosystem that values authenticity and the power of micro and nano influencers. At Takefluence, we're constantly innovating our platform to meet these evolving needs, providing brands and creators with the tools necessary for success. We aim to stay at the forefront of trends and leverage our partnerships to drive impactful engagement and long-term achievements.What can be some of the challenges that you may have to face in MENA, and how will you overcome them?Navigating the MENA market comes with its set of challenges, including cultural nuances, regulatory hurdles, and stiff competition. Our strategy to overcome these obstacles involves building strong local relationships, deeply understanding the cultural landscape, and ensuring regulatory compliance. Innovation and strategic partnerships will also be key in maintaining our competitive edge.Can you discuss a particularly successful campaign orchestrated through Takefluence in the Middle East? What made it successful?One particularly successful campaign orchestrated through Takefluence involved a collaboration between Truegamers and their loyal audience.Truegamers, a leading gaming club in the region, partnered with Takefluence to create an innovative ambassador programme leveraging the influence of their dedicated followers and attracting new participants by rewarding loyalty and invitations. This campaign showcased the power of user-generated content and rewarding audience engagement.Truegamers' ambassador programme encouraged content creators to share an exclusive promo code with their audience, offering 1 hour of free play at Truegamers for every new user sign-up using the code. Additionally, creators earned up to 35 AED for every new gamer joining True Gamers with their exclusive promo code. This incentive-based approach not only attracted new users to Truegamers but also incentivized content creators to actively promote the brand, driving engagement and brand loyalty.True Gamers are going to open 150 new gaming clubs in Saudi Arabia, and we are planning to extend our collaboration there to empower local gaming talent and creators.What advice do you have for brands looking to collaborate with content creators more effectively?Consider leveraging the power of nano and micro creators, whose campaigns have been proven to be up to 4-5 times more effective than those of mega influencers.One effective strategy is to embrace the brand-formance format, which incorporates Cost Per Acquisition (CPA) and hybrid campaigns. This approach offers diverse campaign options tailored to your specific goals and objectives, ensuring optimal performance and ROI.Platforms like Takefluence offer streamlined processes for launching campaigns, automating tasks such as onboarding, reporting, and payouts. By leveraging such platforms, brands can save time and resources while ensuring efficient and effective campaigns.What innovations or developments can we expect to see from Takefluence in the Middle East after partnering with Mitgo?Looking ahead, we're excited to expand our brand partnerships, enhance our platform features, and introduce new initiatives to support creators and brands in the region.We've recently launched our Ambassador programme, offering content creators access to special offers. We are committed to driving innovation and fostering meaningful connections between content creators and brands to reshape social commerce in the MENA region.How does Takefluence stay ahead of emerging trends and changes in social media platforms?We keep our finger on the pulse of the industry by closely monitoring trends, engaging with experts, and leveraging data analytics. Valuing feedback from our community of creators and brands allows us to evolve our platform in line with their needs. This proactive approach ensures we stay agile and continue to lead in the creator economy space.

In this interview with Adgully Middle East, Abdul Aziz, the Founder and CEO of Cyber Cultr Media FZE - LLC, outlines the company's strategic direction in the UAE's digital landscape. Emphasizing a holistic approach, Cyber Cultr aims to expand its services, establish specialized verticals, and maintain competitiveness through white-label programmes and all-inclusive packages. The company's market positioning leverages a unique methodology, "The Trifecta," focusing on platform, audience, and content. Cyber Cultr stays ahead through continuous innovation, leveraging technological advancements, strategic partnerships, and client-centric strategies. With a commitment to client satisfaction and robust cybersecurity measures, Cyber Cultr Media aims to thrive as a trusted partner in the evolving digital industry. Excerpts:How do you envision Cyber Cultr Media's strategic direction in the dynamic digital and communications landscape, and what initiatives are in place to maintain competitiveness in the UAE market?At Cyber Cultr Media, we envision our strategic direction as a journey toward becoming an all-encompassing media empire that caters to the diverse needs of brands in the dynamic digital and communications landscape. We are committed to offering comprehensive services ranging from initial brand conceptualization to content production, growth marketing, and beyond. Our goal is to establish multiple specialized verticals under the Cyber Cultr umbrella, each dedicated to fulfilling specific niches and industry requirements.To achieve this vision, we are actively expanding our team with a combination of versatile generalists and specialized experts. This ensures that every project receives a holistic and tailored approach, backed by the precise expertise needed for execution. We aim to create a network of specialized verticals that collectively offer a wide array of services, enabling us to cater to the unique needs of diverse industries and clients.In order to maintain competitiveness in the UAE market, we have initiated several strategic initiatives. One key approach is launching white-label programmes tailored for the B2B agency market. These programmes enable other agencies to leverage our expertise and resources while maintaining their brand identity and client relationships.Additionally, we have introduced all-inclusive packages designed for the B2C market. These packages offer brands the convenience of fulfilling all their marketing requirements through our carefully curated team and trusted network of vendors. By providing end-to-end solutions, we empower brands to focus on their core business objectives while we handle their marketing needs efficiently and effectively.Overall, our strategic direction is driven by a commitment to innovation, collaboration, and client-centricity. We are dedicated to staying ahead of the curve in the ever-evolving digital landscape, while continuously adapting our approach to meet the evolving needs of our clients in the UAE market and beyond. Through establishing specialized verticals, we aim to create a comprehensive media empire offering unparalleled expertise and solutions across various industries and sectors.What is Cyber Cultr Media's market positioning in the UAE, and what unique value proposition or competitive advantage distinguishes the company in comparison to others in the region?Cyber Cultr Media's market positioning in the UAE is rooted in our commitment to transforming businesses into brands through expert brand-building exercises, strategic content creation, targeted paid advertising, and the ability to scale into new markets effectively.While our leadership team boasts experience working with globally renowned brands, we've oriented Cyber Cultr to be the agency of choice for businesses aspiring to elevate their brand presence and market influence.With a portfolio comprising over 60 brands spanning across 25+ industries, we have developed a unique methodology known as "The Trifecta," which serves as the cornerstone of our approach to every client engagement.The Trifecta encapsulates three critical components: Platform, Audience, and Content.The PLATFORM component focuses on selecting the most suitable channels, whether it's out-of-home, social media platforms, Google, or influencer marketing, to maximize reach and engagement.AUDIENCE represents the precise targeting of the campaign towards the intended market segment. Accurate audience definition is paramount, as it directly influences the efficacy of the other two elements.CONTENT encompasses the design and communicational aspects of the campaign. We ensure that our content is not only visually appealing but also resonates with the target audience, thus driving optimal performance across chosen platforms.Our steadfast commitment to implementing The Trifecta methodology in every project gives us a competitive edge by enabling us to approach each brand holistically while maintaining rigorous quality standards for maximum impact and effectiveness.Another competitive advantage lies in our extensive utilization of creative testing in both content creation and advertising. By rigorously analyzing the results of these tests, we continuously refine and optimize every aspect of our campaigns.Backed by over 25 years of local market knowledge and expertise, we possess the agility and insight needed to navigate the nuances of the UAE market landscape, anticipate trends, and capitalize on emerging opportunities. This combination of strategic methodology, creative innovation, and market intelligence positions Cyber Cultr Media as a trusted partner for brands seeking to achieve sustained growth and prominence in the competitive UAE market.In the fast-paced digital and communications industry, how does Cyber Cultr Media stay ahead of technological advancements and foster innovation? Can you provide recent examples of successful adaptations or innovations?At Cyber Cultr Media, we cultivate a culture of continuous learning and exploration within our team, ensuring that every member remains up-to-date with emerging technologies, tools, and trends through ongoing training programmes, industry events, and collaborative knowledge sharing.This commitment enables us to equip our team with the latest insights and skills, allowing us to effectively leverage new opportunities and stay ahead in the fast-paced digital landscape. Moreover, we invest heavily in cutting-edge technological infrastructure and resources, empowering us to deliver innovative solutions to our clients.Whether it's harnessing AI-powered analytics platforms, or gathering accurate marketing intelligence data, our dedication to staying at the forefront of technological advancements ensures that we provide unparalleled value and results to our clients.Our client-centric approach lies at the heart of our innovation strategy. We prioritize understanding our clients' unique challenges, objectives, and target audiences, tailoring our strategies and campaigns accordingly. By fostering close partnerships and maintaining open lines of communication, we anticipate our clients' evolving needs and adapt our strategies proactively to deliver impactful results.A recent example of our commitment to innovation involves the use of expert marketing intelligence tools and AI-powered technologies to improve the quality of insights we generate and increase the efficiency of our efforts. For instance, we recently advised a client on market focus based on data generated through intelligence research and competitor analysis. By analyzing competition and demand, we recommended a shift in strategy to a market with better profitability prospects and expansion opportunities.In addition, our strategic partnerships with leading technology providers, creative agencies, and industry influencers enable us to harness collective expertise and drive innovation. Through collaborative initiatives and joint ventures, we explore new avenues for growth and differentiation in the competitive digital landscape.In essence, Cyber Cultr Media remains committed to pushing the boundaries of innovation and delivering exceptional value to our clients in an ever-evolving digital landscape. Our proactive approach, dedication to excellence, and client success position us as a trusted partner for businesses seeking to thrive in the digital age.How does Cyber Cultr Media ensure client satisfaction and retention in a service-oriented industry? Can you share a specific instance where the company met or exceeded client expectations?At Cyber Cultr Media, ensuring client satisfaction and retention in a service-oriented industry is ingrained in our approach to operations and client management. We prioritize maintaining strict quality control throughout our agency workflow and operational processes by utilizing comprehensive Standard Operating Procedures (SOPs). These SOPs serve as structured frameworks that facilitate smooth workflows, uphold high-quality standards, and ensure consistency in service delivery.Our detailed frameworks and SOPs cover every aspect of our client engagement process, including client outreach and discovery, research, audits, proposals, client onboarding, project management, brand consistency, messaging strategy, copywriting, creative thinking, campaign planning and implementation, optimization, growth, reporting, and analysis. By meticulously documenting processes and procedures for each touchpoint, we guarantee 100% quality assurance for every client while empowering our team to work with accountability and efficiency.A specific instance where Cyber Cultr Media met and exceeded client expectations involves our work with event-centric clients seeking a high volume of event registrations for success. By enforcing our creative testing strategy, we were able to surpass the expected number of event registrations while achieving a lowered cost per lead. This success was attributed to informed decision-making based on the right creative elements, demonstrating our commitment to delivering tangible results that exceed client expectations.How does Cyber Cultr Media foster a positive work culture, and what strategies are employed to invest in the professional development and well-being of employees, contributing to a high-performing team?Fostering a positive work culture is integral to our ethos, as we believe that a supportive and nurturing environment is key to cultivating a high-performing team. We employ various strategies to invest in the professional development and well-being of our employees, ensuring their growth and satisfaction within the organization.One of our core strategies involves regular team training sessions, where we provide opportunities for skill enhancement, knowledge sharing, and staying updated with industry trends. These sessions enable our team members to expand their expertise, collaborate effectively, and stay ahead in the rapidly evolving digital landscape.In addition, we offer an unlimited supply of study materials, resources, and books for self-enrichment and upskilling. By empowering our employees with access to valuable learning resources, we encourage continuous learning and personal development, fostering a culture of curiosity and growth.Furthermore, we embrace an open management style that encourages transparent communication and conflict resolution. Our leadership team is accessible and approachable, ensuring that team members feel heard, valued, and supported in addressing any concerns or challenges they may encounter. This open-door policy promotes trust, collaboration, and a sense of belonging among our employees, contributing to a positive work culture and a cohesive team environment.By prioritizing professional development, providing ample resources for self-enrichment, and fostering open communication and conflict resolution, Cyber Cultr Media is committed to investing in the well-being and growth of our employees. We believe that a happy, motivated, and empowered team is essential for driving innovation, delivering exceptional results, and achieving collective success as an organisation.What measures does Cyber Cultr Media have in place to address potential risks, particularly in terms of cybersecurity, to safeguard client data and internal systems?Safeguarding client data and internal systems against potential risks, including cybersecurity threats, is of paramount importance to us. We have implemented several measures to ensure the security and integrity of our systems and the confidentiality of client information.One key aspect of our cybersecurity strategy is the use of global-standard password protection tools and techniques. We enforce strong password policies and regularly update passwords to mitigate the risk of unauthorized access to our systems and accounts. Additionally, we employ robust encryption protocols to secure sensitive data both in transit and at rest.Furthermore, we have implemented two-factor authentication (2FA) across all our internal accounts and client accounts. This additional layer of security adds an extra barrier against unauthorized access by requiring users to provide two forms of verification before accessing sensitive information or systems.In terms of client data access, we have established a hierarchy-based access control model. Access to client data is strictly controlled and granted based on defined roles and permissions. This ensures that only authorized personnel have access to specific client information, minimizing the risk of data breaches or unauthorized disclosures.Moreover, we have implemented backup security measures to provide redundancy and resilience in our systems. Regular backups of critical data are performed to prevent data loss in the event of system failures, cyberattacks, or other unforeseen incidents.What are the latest trends in the digital industry you have observed? What is the role of AI in shaping up the industry in the days ahead?Several trends have emerged that are reshaping the digital landscape and influencing the way brands engage with their audiences. One notable trend is the increasing consumption of video content across various digital platforms. Video content has become a dominant form of communication, offering brands an engaging and immersive way to connect with their target audiences.Another trend is the rise of marketing automation, which streamlines repetitive tasks, enhances efficiency and enables personalized communication at scale. Demand for integrated marketing systems that seamlessly connect different marketing channels and platforms is also on the rise, allowing brands to deliver consistent and cohesive messaging across various touchpoints.Hyper-personalized messaging is gaining traction as brands seek to deliver tailored experiences that resonate with individual consumers. This trend reflects the growing importance of understanding customer preferences, behaviours, and needs to deliver relevant and meaningful interactions.Furthermore, there is an increasing demand for influencer marketing, chatbots for customer service, less-intrusive advertisements, and CGI-driven content that captivates and engages audiences in unique ways.AI is increasingly playing a pivotal role in shaping the future of the digital industry. AI technologies are being utilized across various domains, including design, data-driven decision-making, predictive analytics, and content enrichment. AI-powered tools and algorithms enable brands to analyze vast amounts of data, identify patterns, and derive actionable insights to inform strategic decision-making.In design, AI-driven platforms facilitate the creation of visually stunning and engaging content, optimizing design elements for maximum impact and relevance. AI-driven data analysis enables brands to make informed decisions based on real-time insights, driving marketing strategies and campaigns that are more targeted and effective.Predictive analytics powered by AI algorithms help brands anticipate customer behaviour and preferences, enabling proactive engagement and personalized recommendations. Additionally, AI-driven content enrichment techniques enhance the quality and relevance of content, improving user experiences and driving engagement.

In today's video Interaction on Adgully Middle East, we welcome Avi Bhojani, the CEO of BPG Group. With over 40 years of experience in the Middle East industry, particularly in marketing services and media, Bhojani brings a wealth of knowledge about the region's dynamics and opportunities. Since assuming the role of CEO in 1991, he has demonstrated strong leadership and strategic vision, guiding the organisation through various transformations and expansions.During his conversation with Adgully, Bhojani delved into the significant impact of AI on marketing services, recognizing its potential to enhance efficiency and effectiveness while emphasizing the enduring importance of creativity in the industry. He discussed the transition of marketing services to a customer experience-focused function, with technology and digital channels playing a pivotal role in driving growth. Despite the transformative power of AI, Bhojani emphasized the ongoing need for human innovation in the industry.Bhojani also highlighted BPG's 3.0 initiative, which aims to enhance customer experience strategies across multiple markets by prioritizing innovation and client relationships. His emphasis on the role of culture in organisational success reflects a holistic approach to leadership, recognising the importance of collective efforts and values within BPG.The expansion plans into Saudi Arabia demonstrate BPG's strategic ambitions and readiness to capitalize on emerging opportunities in the region. Leveraging its expertise and operational capabilities, BPG aims to deliver high-quality customer experiences in Saudi Arabia, tapping into the country's potential for disruption and growth.For more insights from this industry veteran, watch the video.<iframe width="560" height="315" src="https://www.youtube.com/embed/757IqmL5oiU?si=FcMz0owVblW1-SyI" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

Drink Dry, the leading non-alcoholic drinks marketplace in the Middle East, curates the finest alcohol-free beverages globally, spearheading the 'No and Low Alcohol' (NOLO) movement. Based in Dubai, the brand is preparing to honor the significance of the upcoming Holy month of Ramadan. Adgully recently interviewed Erika Doyle, the Founder of Drink Dry, to explore their strategies and preparations for Ramadan. Here are the excerpts:How are the brands in the Middle East tailoring their marketing strategies/campaigns to resonate with the cultural nuances and significance of Ramadan?Drink Dry launched a very unique and successful Golden Month campaign last year for the month of Ramadan. Instead of trying to bring something new to Iftar meals we went after the traditions of Ramadan and Iftar meals and made our products fit the traditions, instead of creating something entirely new.Can you discuss specific examples of how you are incorporating traditional elements of Ramadan into your exclusive collections or marketing campaigns?Our most successful Ramadan drink last year was Natureo Vimto Fizz. We took the classic Vimto drink that people enjoy during Iftars and have created a mocktail with a twist – we paired it with one of our best sellers Natureo Muscat Sparkling Grape. It was a perfect combination of classic and new mixed together.In what ways are brands leveraging social media influencers and digital platforms to connect with consumers during Ramadan, while maintaining authenticity and respect for the occasion?I think for Western brands this is always the biggest challenge. The brands have to be incredibly aware of the cultural nuances and make sure the influencers they work with are unique themselves. Drink Dry is a luxury F&B brand, and last year we partnered with female Arab chefs and influencers who are known for hosting dinners and sharing content around the same. We wanted to make sure that we partner with people who focus on tradition and host throughout the year and not just for a month during Ramadan. It must feel natural for the consumer; it can’t be fake or pretentious.What challenges do brands face in balancing commercial objectives with the need to honour the spiritual and cultural aspects of Ramadan, and how are they navigating these challenges?For us, this is very simple: the month of Ramadan is a time to honour our Muslim clientele. We eagerly anticipate making their Holy Month even more beautiful than it already is, showing respect and appreciation for their year-round support. Rather than commercializing our Muslim clients during Ramadan, we focus on gifting and sharing throughout the month. We also collaborate with local brands that share our values.

Valentine's Day, once considered a Western tradition, has become increasingly popular in the UAE in recent years. What was once a niche celebration has now transformed into a significant event marked by widespread enthusiasm and commercial activity across the country. This shift reflects evolving cultural attitudes, globalization, and the UAE's status as a melting pot of diverse influences.Western Influence on the global hubIn the UAE, in recent times, there has been a noticeable shift in attitudes towards romance and love, especially among the younger generation. Social media, international travel, and exposure to Western culture have played crucial roles in shaping these changing perceptions.One of the primary factors driving the popularity of Valentine's Day in the UAE is the increasing influence of Western customs and traditions. As the UAE continues to position itself as a global hub for business, tourism, and culture, it has embraced aspects of Western lifestyle, including holidays like Valentine's Day.Retail frenzy and Cultural evolution:Retailers seize this opportunity to capitalize on the festive spirit by offering special promotions, discounts, and themed merchandise, ranging from flowers and chocolates to romantic dinners and luxury gifts.Femique, a Swedish Lingerie brand, approaches Valentine's Day in a way that aligns perfectly with their brand ethos and target audience. By recognizing the unique needs and challenges faced by expectant mothers and individuals with children, they emphasize the importance of self-care and nurturing love in all aspects of life. Their focus on providing stylish and comfortable maternity and nursing lingerie speaks directly to the desires of their customer base, who are likely seeking ways to feel both confident and cared for during a busy and chaotic period in their lives.Miriam Lindholm and Angelique Fihn, co-founders, Femique, say: “Our customer base primarily consists of expectant mothers or individuals with children, which brings about a busy and chaotic period in their lives. Many of our followers face the challenge of striking a harmonious balance between family, friends, their partner, and themselves. As co-founders, this is an ongoing concern that we continuously address and evaluate. Consequently, during this time of year, Valentine's Day serves as a timely reminder for us to prioritize maintaining balance and nurturing love in all aspects of our lives. This entails fostering relationships with us, our significant others, and our loved ones.“ Valentine's Day is a beautiful occasion that prompts us to extend love to all, particularly ourselves, having experienced the transformative journey of parenthood. We observe that during this period, our customers seize the opportunity to indulge in self-care activities they may usually neglect, including treating themselves to our high-quality lingerie. Witnessing the radiance and self-assurance they exude when wearing something both comfortable and beautiful brings us immense joy. Therefore, let us raise a toast to Valentine's Day and the essence it represents—a celebration of love that should be embraced every single day," they add.Velvet Desert, a popular Jewellery brand in Kuwait, has come up with a new range of jewellery on the occasion of Valentine’s Day.<img src='https://erp.adgully.me/artical_image\cc22f16d5ae950d38187caca2e62f191.png' class='content_image'>Fai and Shaima Goudarzi, co-founders, Velvet Desert, say: “We have recently dropped our new collection, and the clients will have a lot more unique and stylish options to choose from. This time, we do not have any special discounts other than signing up and getting 10% off on your first purchase as a new Velvet Desert client.”On the rise in sales during this period, they say: “Sales increase during valentines by around 10%. During Valentine’s there are more of male buyers as compared to female customers”<img src='https://erp.adgully.me/artical_image\1ed1431f0377239282bb110990344fe7.png' class='content_image'>FNP UAE, a well-known gifting and flower gifting brand in the UAE, with many retail outlets and online presence, has witnessed tremendous spike in orders during the Valentine week.“This Valentine's season, we're transforming the essence of love in Dubai, presenting a month filled with romance and surprises," says Vijay Ghadge, Vice President of FNP UAE, enthusiastically."Our collaboration with different brands and the introduction of Valentine kiosks across Dubai's iconic locations are just the beginning. At FNP.ae, our commitment is to spread love and happiness, making every moment of this Valentine's season truly special and memorable for all."<img src='https://erp.adgully.me/artical_image\e862afa5c970bda5e513a15d54fb1ff7.png' class='content_image'>IGP - International Gifts Platform, has curated an exclusive 'Love Redefined' collection, featuring luxurious gifts like majestic bouquets, heart-shaped wonders, delectable cakes, and personalized treasures. This carefully crafted selection offers the perfect expressions of love tailored for every personality.Tarun Joshi, CEO & Founder of IGP, says: “As we expand into the MENA region, drawing from our extensive product range that includes cakes, flowers, and personalized gifts, we’re poised for significant growth, mirroring the remarkable trajectory we’ve seen in other markets. With an impressive 80% growth during the Valentine’s season across our product lines, we’re confident about our prospects in the UAE as we introduce our ‘Love Redefined’ campaign.This collection of over 1500 curated SKUs is a testament to our commitment to delivering heartfelt gifting experiences that transcend borders. From the opulent 365 red roses bouquet to the decadence of our diamond box with secret messages, each product in our Love Redefined collection embodies a unique facet of love.”<img src='https://erp.adgully.me/artical_image\aa7f7e30df8bee4e4550243d7ef20e26.png' class='content_image'>Shift in societal normsIn addition to commercialization and cultural influences, there is a growing emphasis on personal expression and emotional connection in Emirati society. Many young couples view Valentine's Day as an opportunity to express love and affection openly, challenging traditional norms surrounding romance and relationships. This shift is evident in the increasing number of individuals exchanging gifts, organising romantic outings, and publicly declaring their love on social media platforms.Navigating criticism, embracing growthHowever, it's essential to recognize that the celebration of Valentine's Day in the UAE is not without its critics. Some conservative voices argue that the holiday promotes Western values at the expense of traditional Emirati customs and Islamic principles. There are concerns about the commercialization of love and the pressure it places on individuals to conform to societal expectations.Despite these criticisms, the popularity of Valentine's Day in the UAE continues to grow unabated.

"Listeners will never share their day with a robot; they will happily do so with an actual presenter," says Preeti Phalke, Director of Programming at Mirchi Dubai, underscoring the unmatched power of human-to-human interactions in a medium like radio. According to Phalke, AI cannot replace the human touch as human presenters on radio are inevitable and irreplaceable. In this exclusive interview with Adgully Middle East, she dwells on how radio remains relevant with its unique blend of surprise, spontaneity, and human touch. She also shares her insights on the integration of AI and other innovations into radio broadcasting and the station's experience with AIRAH, its AI radio host. Excerpts:On-demand platforms like podcasts offer vast content diversity and personalized listening experiences. In this context, how can radio stand out? How does Mirchi Dubai see AI and other technological advancements as tools for innovation and adaptation, ensuring the station's continued relevance in the evolving media landscape?Radio is dynamic and adapts to changing times at a very cellular level. The DNA of radio doesn’t change, whether it's internet radio, streaming or AI. Radio stands out for its simplicity and accessibility. The beauty of the medium is its surprise element, the spontaneity, and the human touch. Technological advancements are mostly peripheral to the medium. AI right now can be extremely handy is creating original tracks for jingles and music beds considering copyright and PPL issues. Some radio stations are already contemplating using AI-generated voices for spots and promos, mostly with a thought of having a voice different from their regular presenters or as a syndication method for smaller stations.Last year, Mirchi Dubai launched AIRAH, the AI radio host. How has the audience responded? Has there been any formal research or surveys conducted to gauge audience response to AIRAH? If so, what were the key findings?Mirchi Dubai launched AIRAH as an experiment to fill into the shoes of a jock who went on her pregnancy leave. We were aware that the limited duration of the AI-hosted show wouldn’t provide sufficient opportunity to accurately assess its performance. Radio is a slow medium. It takes time for things to gain traction on radio, and three months is a relatively short period. However, the listeners in Dubai are extremely responsive to anything new on radio, and we did manage to create a dialogue while the show was on air. Some of the clients wanted to engage AIRAH in their radio campaigns, some listeners wanted to come and meet the presenter. We realized how AI is still a very Utopian concept for a layman. Because of social media and movies, most people assumed AIRAH would be a hologram or a robot or something. They were inquisitive about how the process worked. This curiosity was good enough for us.How do listeners compare AIRAH to human presenters? What are the perceived strengths and weaknesses of each?AI is far from intruding on the radio space right now. As opposed to other industries where AI can potentially replace human labour and save not just cost but time and effort, radio needs the human touch. Listeners will never share their day with a robot; they will happily do so with an actual presenter. Radio presenters can chat with their listeners, uplift their mood, and have genuine connections. Radio presenters will each have heartwarming stories about how they have touched a listeners’ life, how they made them laugh, cry or made a moment immemorable. AI will never be able to do that. Due to the current technology in Voice AI, the show had no interactivity because voice AI is not designed to be interactive. To be honest, listeners missed that in the three hours of the show, and we are glad to be able to bring back a human presenter.Does Mirchi Dubai see AI as a potential replacement for human presenters, or rather as a tool to enhance the listening experience?Radio is an interactive live medium, and voice AI is not yet designed to operate in that manner, which is its biggest drawback. AI is limited to making soundtracks and filling in for a specific kind of voice-over style right now. AI has managed to stir the music industry in both good and bad ways. The technology is still evolving for radio. As mentioned, human presenters on radio are inevitable and irreplaceable.What will be the trends emerging on the FM radio front: such as interactive ads, hybrid radio (blending FM broadcasting with internet streaming offering on-demand content alongside live broadcasts), immersive experiences using AR, VR, etc.?Until a few years ago, radio was a standard feature on phones but was phased out as music streaming apps became more popular. Radio is predominantly consumed during drive times, especially in cars. If radio tuners were available on cell phones, there would be potential for AI or technology to enable features such as real-time engagement, AI-generated playlists based on mood, noise cancellation, addressing signal disruptions, etc.We currently rely on research conducted by human resources, which can be subject to biases. Personally, I anticipate technology that can provide insights into listening habits, content preferences, frequency duration, and daily hours dedicated to radio listening, all in real-time.

In the heart of the Arabian Desert lies a city that has become synonymous with opulence, extravagance, and grandeur: Dubai. Renowned as a playground for the rich and famous, Dubai boasts a vibrant luxury retail scene that rivals the world's most elite destinations. From towering skyscrapers to sprawling malls adorned with the finest couture, Dubai's allure for luxury brands knows no bounds.Dubai synonym with shoppingOne of the most prominent fixtures of Dubai's luxury landscape is its array of high-end shopping destinations. The Dubai Mall, for instance, stands as the largest mall in the world by total area, boasting over 1,200 retail outlets, including flagship stores of prestigious fashion houses such as Chanel, Gucci, and Louis Vuitton. Similarly, the Mall of the Emirates houses an impressive collection of luxury boutiques alongside attractions like an indoor ski resort, catering to the city's affluent residents and visitors alike.Dubai's population comprises high-net-worth individuals from various parts of the world, creating a magnet for luxury brands, observes Simon Hacker, CEO and Founder, Alpha Nero, a leading firm in the manufacturing and design of shop fixtures, shop-in-shops, boutiques, and pop-up stores for high–end, global and regional luxury brands, having a portfolio of over 50+ luxury brands spanning the Middle East, Asia, Africa & Europe.“The city's reputation for top-notch infrastructure, luxurious lifestyle, and expansive shopping malls, housing a diverse range of high-end brands, further contributes to its appeal as the perfect setting for luxury retailers,” says Hacker.Concurring with Hacker on this, Gian Paolo, Co-Founder of Vision Industry and Managing Director of Optitalia Group, said: “Dubai's global reputation as a shopping destination stems from its cosmopolitan appeal and unparalleled luxury offerings. VISION INDUSTRY's successful journey in Dubai is rooted in understanding and adapting to the city's diverse consumer base. Our exclusive eyewear experience, combining customization and a curated collection of luxury brands, aligns seamlessly with Dubai's penchant for innovation and luxury. The city's global influence and the unique shopping culture make it an ideal environment for VISION INDUSTRY to thrive and set new standards in the eyewear industry.”Erika Doyle, Founder of Drink Dry, a luxury non-alcoholic brand, putting across her thoughts on the Dubai luxury market, said: “Dubai is home to over 200 nationalities and it is a highly populated city with the population increasing at a rate unseen anywhere else in the world. This makes Dubai the perfect launch platform for global visibility. And of course, it would be naive not to acknowledge the fact that people have strong spending power. For us as Drink Dry and our luxury brands, being visible in Dubai also has a very strategic element to it too. It opens the door to global expansion.”Local luxury brands going globalIt's fascinating to see how Dubai has become a hub for luxury shopping, with various malls and boutique brands catering to fashion enthusiasts. Some prominent local luxury brands which have made the whole world look towards the region are:Michael Cinco: Known for its couture collections and exclusive bridal wear, Michael Cinco is a Filipino brand that originated in Dubai. The brand has gained global recognition with top celebrities like Beyonce, Jennifer Lopez, Rihanna, and Lady Gaga adorned in its creations.Bambah: Offering modern and elegant pieces, Bambah is another notable luxury brand in Dubai. It provides a range of dresses, gowns, tops, pants, and skirts, allowing shoppers to make a strong fashion statement. Bambah has a physical boutique in City Walk and an online store for convenience.Zayan The Label: Founded by Dubai-based fashion designer Zayan Ghandour, Zayan The Label offers trendy outfits with hand-embroidered motifs and vibrant prints. The brand features dresses, tops, jumpsuits, kaftans, skirts, pants, and more, catering to those who seek unique and fashionable attire.All Things Mochi: With contemporary pieces handcrafted by local artists, All Things Mochi stands out for its distinctive designs inspired by various cultures worldwide. The brand offers dress sets, jackets, skirts, and more, showcasing vibrant and eclectic styles.Bougessa: Bougessa is a luxury label known for its sleek, minimalist dresses with a modern twist. The brand offers collections for different seasons, featuring a mix of classic designs and vibrant palettes to cater to diverse preferences.These are just a few of the local luxury brands contributing to Dubai's vibrant fashion scene, offering shoppers a wide array of choices to express their style and individuality.Tax-free shopping policiesDubai's tax-free shopping policies have cemented its status as a haven for luxury consumers. With no value-added tax (VAT) on goods and a reputation for offering competitive prices, Dubai attracts shoppers seeking exclusive items ranging from haute couture fashion to rare timepieces and fine jewelry. The annual Dubai Shopping Festival further enhances the city's allure, drawing crowds with extravagant promotions, fashion shows, and celebrity appearances.The city's status as a tax-free haven serves as a significant attraction for international shoppers, says Simon Hacker.Balancing exclusiveness with mass popularityTraditionally, luxury brands were associated with exclusivity, targeting only the elite class of society. However, with the advent of globalization and the rise of affluent middle-class consumers in emerging markets, the luxury market has expanded significantly.Luxury brands now face the challenge of maintaining their aura of exclusivity while also appealing to a broader consumer base. This delicate balancing act requires them to carefully manage their brand image and marketing strategies.Democratizing accessOne approach luxury brands have taken is to democratize access to their products through various means such as expanding their retail presence, offering lower-priced or entry-level products, and engaging with consumers through digital channels. By making their products more accessible, they can attract a wider range of customers without diluting their brand's prestige.At the same time, luxury brands continue to invest in maintaining their exclusivity through limited-edition releases, personalised experiences, and collaborations with high-profile artists or designers. These tactics help to preserve the sense of luxury and desirability associated with the brand while also catering to the evolving tastes of consumers.On maintaining this balance, Simon Hacker said: “Alpha Nero in essence is all about bringing the balance between form and function. We adopt the detail-oriented, tailor-made luxury approach that mirrors our customers’ brand values while also combining an industrial approach that allows brands to roll out their concepts through the region – allowing room for consistency, a standard finish as well as elevated aesthetics and customisation where required.”<img src='https://erp.adgully.me/artical_image\40125cb2962e5e3045298e8113c69dc2.png' class='content_image'>Gian Paolo, said: “VISION INDUSTRY strikes a delicate balance by offering an exclusive Design Lab experience for customization, catering to discerning individuals seeking a unique eyewear journey. Simultaneously, our curated collection of over 60 luxury brands, including exclusive names like Celine and Bugatti, ensures accessibility and diversity in choices. This approach allows us to maintain an air of exclusivity while serving the desires of a broad spectrum of consumers, ensuring that everyone can find their perfect eyewear at VISION INDUSTRY.”Erika Doyle, about the non-alcoholic drinks category, says: “We understand that there are different occasions of consumption - some require the ‘crème-de-la-crème’ of what we have to offer, such as weddings, anniversaries or a special birthday celebrations; and some are less significant: romantic dinner with your partner or a little bit more casual get-together with friends. Therefore, we have a wide choice of products to satisfy all requirements. The one critical part that we do not compromise on is quality. This is what helps us maintain our customers and to always be their ‘go to’ for all things non-alcoholic drinks.”<img src='https://erp.adgully.me/artical_image\0d961d63eb581d7b77b85407d5742be6.png' class='content_image'>Experiential retail: Latest fad in luxury retailIn addition to material possessions, consumers in Dubai are increasingly seeking experiential luxury, encompassing personalized services, immersive brand experiences, and exclusive events. Luxury brands are tapping into this trend by curating bespoke experiences, hosting VIP events, and fostering a sense of exclusivity to cultivate brand loyalty and differentiate them in a competitive market landscape.Simon Hacker, who has been in the industry for over a decade, says: “I have seen experiential retail, digital integration, personalisation, pop-up stores and limited-edition lines or products, at the forefront of successful retail experiences.Stressing on experiential retail he said: “Experiential retail is crucial for brands in a saturated market like Dubai, where luxury online platforms are thriving. Creating memorable in-store experiences helps differentiate brands from online competitors, offering customers something they cannot get through online shopping alone. This approach fosters a deeper connection between the brand and the consumer.”Seconding Hacker’s views, Erika Doyle said: “Experiential retail is extremely relevant to what we do. When we examine our hospitality partners, particularly in the UAE where we have a wide array of exceptional, award-winning unlicensed venues offering phenomenal cuisine crafted by Michelin Star chefs, it's evident that the beverage options remain notably limited. First and foremost, the customers are looking for a full experience. The biggest trend growth we see is that the emotional connection between the luxury brand and the customer is paramount, this is what matters the most if we are looking to maintain customer loyalty.”<img src='https://erp.adgully.me/artical_image\5d30b8ba0d59d7628f872a14efaf5ed9.png' class='content_image'>Glancing at the futureHowever, amidst the glitz and glamour, Dubai's luxury sector faces challenges ranging from economic volatility to shifting consumer behavior. The COVID-19 pandemic, in particular, has had a profound impact on the city's tourism and retail sectors, prompting luxury brands to adapt their strategies to navigate the uncertainty.Simon Hacker says: “Looking to the future, the success of luxury retail may hinge on the integration of technology and the continuation of experiential strategies. Artificial intelligence, virtual reality, and augmented reality are likely to play increasingly significant roles in enhancing customer experiences. Moreover, brands will need to continuously innovate to stay ahead, exploring new ways to surprise and delight customers, both in-store and through digital channels.”He further said: “While there is a mindset shift, we are yet to see tangible data that is enhancing brand environmental performance. This is where the Alpha Nero carbon calculating software stands ready to contribute. Our software is customised for the manufacturing process and uses greenhouse gas protocol to efficiently deep dive into data by project, by build, while also making recommendations on materials that are better suited for a brand’s journey to becoming net zero. The software leverages AI, greenhouse gas protocol, and smart learning to effectively input and analyse a high volume of data across scopes, generating a streamlined report that shows how various decisions throughout the project will affect its emissions (electrical, manpower, material, transport etc.) thereby assisting brands no matter how far along or advanced they are on their path to sustainability.”As the city looks towards the future, one thing is certain—Dubai's journey towards unparalleled luxury has only just begun.Photo by Laura Chouette on Unsplash

Adgully Middle East is proud to announce the launch of a new column, Offbeat Corner, dedicated to delving into the lives and insights of industry leaders. Our debut feature showcases Ahmed Elgebaly, Regional Head for MENA at Globale Media. In this exclusive interview, Ahmed opens up about his childhood career aspirations, life lessons learned, favorite books, noteworthy accomplishments, and more. Dive into the fascinating world of Ahmed Elgebaly and gain valuable insights into his journey.As a child, what career did you aspire to pursue when you grew up?Growing up, I’ve always wanted to be an athlete. I have always loved physical activity, and the competitive nature of sports. Sports impart valuable life lessons, like teamwork and discipline which shape up your personality at a very young age. Though you may underestimate its importance now, you'll come to understand its true value as you grow up.What has been the biggest life lesson?Life lessons are different for each individual. For me, I think learning from challenges and adapting to life every day are the big lessons. It’s part of the learning curve which enhances individual development but also helps me work effectively.What sparks your enthusiasm for the media?My enthusiasm probably stems from the fact that the media serves as a powerful tool for communication, and expression. It has the power to inform, educate, and connect the world, impacting individuals and society as a whole.If you had the opportunity to take a year-long break from work, how would you spend it?I love traveling and reading. So, I would probably spend my time on a relaxing journey all over the world. I would also like to utilize my break in learning new skills so that I don’t get rusty after such a long break.Could you suggest a must-read book for young people?My personal favorites are "The Catcher in the Rye" by J.D. Salinger and "To Kill a Mockingbird" by Harper Lee. They both share very similar thematic elements, especially for the young audience. To Kill a Mockingbird is a classic of modern literature. Despite talking about serious issues and societal challenges like inequality, it is known for its warmth so much so that it is even taught in schools and colleges.Reflecting on your experiences, what has been your most significant and enlightening mistake, and what lessons have you gained from it?Making mistakes is very normal, but it’s crucial to reflect on them and learn from them. By embracing mistakes as opportunities for learning, we can navigate challenges and build a strong foundation.What stands out as one of your most noteworthy accomplishments?Noteworthy accomplishments can widely vary. From personal achievements to professional milestones, depending on individual goals, there are always new goals and targets to achieve in life that never end. But to bounce back from setbacks, and persevere in the face of adverse challenges is one of my most noteworthy achievements.If given the chance, whose shoes would you step into for a day?I would definitely love to step into Elon Musk’s shoes for a day. Even though he is from a different industry background that I am not even familiar with, his life story and journey is almost unbelievable. When I read his story and how he split all his resources into both SpaceX and Tesla, I can only imagine what a nightmare it must have been for him to run two companies. And he still doesn’t want to stop after having created so many successful businesses. So, I would like to take on his role for a day.

Elias Karam, Strategy Director at Grey Dubai, stands at the forefront of advertising innovation, constantly challenging conventional norms. In this exclusive interview, he sheds light on a critical aspect of AI in advertising—its inability to generate captivating positioning or creative ideas. From his journey spanning finance to marketing and now advertising, Elias shares insights into his passion for understanding human psychology and crafting strategies that resonate. Join us as we delve into his experiences, strategies, and vision for the future of advertising.Please share your professional journey with us. How has it been with its highs and lows?It’s been nothing short of a rollercoaster, I’ve always been about having a job that excites me and challenges me, and I’ve dedicated my career so far in search of that. I started out in finance in a tobacco company, and found it too mechanical, lacking the human relationships that I found more interesting.After completing my master’s programme, I transitioned into marketing in hopes of finding what I was looking for in that field, but it wasn’t long before realized that the aspect of the work that I enjoyed the most was the one around brand perceptions and consumer behaviour, and, amusingly, it was there that I discovered the world of planning in the advertising field. Like a puzzle that finally fit, I discovered a profession dedicated to my love of writing and deep interest in consumer psychology.Making the shift though was an incredible challenge for me and it was only later that I realized that planners were not only a scarce commodity in the industry but also one without a clear linear path to break into, so understandably few agencies were willing to take a bet on me. By serendipitous fortune, after a series of interviews and a case study, I got a chance at Publicis to be a planner.Ever since, I’ve been hitting the ground running and grateful for every moment I’ve been a planner.As you have mentioned you started with finance, then marketing and now in advertising. So where does your real passion lie? How would you rate yourself in advertising?My passion lies in decoding human psychology, what motivates people, what interests them, and, more importantly, why it does. I've recently been fascinated by the signals and behaviors that many platforms capture to paint a personalized portrait of people. I see the potential for marrying my role as a planner with technology to transform our conversations with consumers, shifting from generic shots in the dark to ones of intimate understanding.It's hard to say how I would rate myself in advertising, but I do love smart campaigns, ones that zero in on an insight and then through the power of creativity and technology deliver on something impactful. A great example is Cadbury’s ‘Shah Rukh Khan My Ad’ which brilliantly blends all three components. The industry is constantly evolving, and the lines between where advertising starts and stops is getting blurry; so what we may have known about advertising a few years ago may not apply today.Can you describe your experience in developing and implementing successful advertising strategies at Grey Dubai? What is your approach to understanding a client's business and target audience when developing a marketing strategy?I’ve had a great time developing both campaign and brand strategies at Grey Dubai. We have such a diverse set of clients across different industries from FMCG to retail to fintech, and the approach is almost entirely different each time.Going back to consumer behaviour, within each category there is a sandbox of emotional territories to tap into that the brand can credibly deliver on to its target audience. At Grey, we employ our 'Famously Effective' Methodology to uncover and pinpoint that space within the context of culture, ensuring it holds unique and relevant meaning for our consumers.Can you provide an example of a campaign where your strategic direction significantly contributed to the client's success? What challenges did you face, and how did you overcome them?Out of respect for my current clients and the confidentiality of our recent projects, I'll share an example from a previous campaign I led for Nescafe.Around two years ago, Nescafe was gearing up to launch a second burst of its Nescafe Ice product, and they sought to adapt the previous campaign to fit the summer season. The challenge presented itself twofold: how to uphold the essence of the previous campaign's line and look & feel while infusing it with freshness, and how to avoid succumbing to the temptation of portraying the ice beverage as merely a means to cool off in the scorching Gulf heat.By delving into what the category did and how people’s lifestyle changes during the summer season, I noticed that people struggled to maintain that coolness and cheerful state during the season as everything became indoors; friends and family were out of town, and all iced beverages could do was keep them refreshed during the heat. So we leveraged those two realities to create a new take on the season that fit well under the ‘Be Ice’ platform for the product. It was one of those moments where the creative work and strategy were harmonized and in sync that it immediately got bought in by the client from the first round.In the rapidly evolving landscape of digital advertising, how do you ensure that your strategies remain innovative and effective? Do you think AI is the next step for innovations?I often work on an integrated level, getting insights and data from media, social agencies, and platforms to understand what elicits the best results and what is trending. A big part of planning is research and staying up to date on the latest campaigns, new approaches, and new trends across social to best leverage where it's relevant for our brands.AI is indeed becoming increasingly indispensable in our daily operations. However, its Achilles heel, in my view, lies in its inability to make the creative leap when it comes to crafting intriguing positioning or generating innovative ideas. While AI text generators like Bard and Chat GPT can offer smart and logical strategies, they often fall short in presenting something truly creative or disruptive.What role does consumer research play in your strategic planning process, and how do you ensure that insights are effectively incorporated into campaigns?It’s the cornerstone of any campaign or strategic task, that serves as our starting point for what the brand can do for a consumer. Consumer research comes in many forms, and at Grey we try to collate as many different sources as possible from focus groups to commissioned studies to trends tools to create a data-driven approach from the smallest moment marketing campaign to a brand repositioning strategy.Obtaining data is one aspect of the equation; the other lies in transforming that data into actionable insights for the creative team. I typically ensure insights are integrated into the work through two methods. Firstly, during the briefing, I showcase references that encapsulate a similar insight and initiate discussions with the creatives to gauge their thoughts on it. Secondly, when the creatives present their concepts, I reverse engineer the idea to verify if the insight I arrived at aligns with the one used in the briefing.As a strategy director, how do you balance the need for creativity with the need for measurable results in advertising campaigns?What really matters here is understanding what ‘measurable’ results we’re looking for to help inform the type of creativity we need. My role as a planner is to keep adjusting the thermostat on the creative license as we go through the funnel, helping them dial it down when giving way to more specific messages that have little flexibility.What emerging technologies or platforms do you believe will have a significant impact on the advertising industry in the next few years, and how are you preparing for those changes?Generative AI is revolutionizing our industry, with tools like Runway and Midjourney becoming essential not only for creatives with an art background but also for planners seeking to bring their strategic propositions to life. These tools have democratized the visualization process, granting individuals without an art background the ability to act as visual creators with just a few prompts.Another key platform to watch out for is TikTok which has redefined what content should look like. Once upon a time, classic 30-second films needed high production budgets and a very staged look. As TikTok took the world by storm, we saw more and more consumers want authentic raw content, demanding the insights, the casting, and the content to feel closer to home. This had larger implications on how consumers wanted to see content, even outside TikTok.While these are just two of the many new and changing faces that are impacting the industry. We have already made great strides in embracing those changes rather than pushing them away. We work closer with the platform, using different tools to understand new trends and content formats that best serve the consumer. Regarding Generative AI, an increasing number of team members across departments are enhancing their capabilities through these tools to streamline processes. However, it's crucial to ensure that despite the utilization of AI, the creative and human touch remains integral to our work.Where do you see yourself in five years from now?I don’t think I’ve ever been able to answer this question with any degree of accuracy; I often change my point of view within months! While I don't know where I’ll be, I certainly know that what I’ll be doing will revolve around data & technology and using it to better understand human behaviour to help brands genuinely get closer to its audience.

The Middle East has long been a melting pot of culture, history, and tradition, and its influence on the global fashion scene is undeniable. In recent years, a new wave of local fashion brands has emerged from the region, captivating international audiences with their unique blend of contemporary design and rich cultural heritage. These brands have successfully transitioned from local favorites to global sensations, challenging and redefining the perception of Middle Eastern fashion on the world stage.Traditionally, the Middle East has been renowned for its rich cultural heritage, exquisite craftsmanship, and opulent aesthetics. However, it is only in the last decade or so that the region has started to assert its presence in the global fashion arena.This transformation can be attributed to several key factors, such as:Cultural identity: Middle Eastern fashion brands leverage their rich cultural heritage as a source of inspiration, infusing traditional elements into contemporary designs. This fusion resonates with consumers worldwide who appreciate authenticity and diversity in fashion.Innovation and creativity: While rooted in tradition, Middle Eastern designers are not afraid to push boundaries and experiment with innovative techniques and materials. This bold approach to creativity sets them apart in an industry often dominated by established Western labels.Economic growth and investment: The rapid economic growth witnessed in many Middle Eastern countries has provided the necessary infrastructure and investment opportunities for budding fashion entrepreneurs. This has facilitated the growth of local fashion industries and enabled brands to expand their reach globally.Global success stories: Several Middle Eastern fashion brands have successfully transitioned from local favorites to global icons, captivating audiences with their distinctive style and craftsmanship.Middle Eastern magic goes globalIn recent years, the Kingdom of Saudi Arabia and the UAE have emerged as the hotbed of experimentative and innovative fashion hubs. From couture to streetwear, the emerging designers have used fashion as an art of self-expression, promoting social causes, creating political statements, and pushing a unique perspective. However, unlike their western counterparts, they have remained attached to their roots, proudly showcasing their heritage while making international waves.Let’s have a look at few of the fashion brands which have put the Middle East on the global fashion market:Elie Saab: Bridging elegance and modernityLebanese designer Elie Saab has become synonymous with luxury and sophistication. His eponymous brand, established in 1982, has gained international acclaim for its exquisite couture designs. Elie Saab's creations have graced red carpets and high-profile events globally, earning him a dedicated clientele that includes Hollywood celebrities and royalty. The brand's expansion into ready-to-wear collections has further contributed to its global appeal.Zuhair Murad: A testament to artistryAnother Lebanese fashion maestro, Zuhair Murad, has carved a niche for himself in the competitive world of haute couture. Known for his intricate embellishments and masterful craftsmanship, Murad's creations have become favorites among international celebrities. With flagship stores in major fashion capitals and a growing presence at prestigious events like the Met Gala, Zuhair Murad has successfully established his brand as a global powerhouse.Dolce & Gabbana Middle East: A fusion of culturesItalian luxury brand Dolce & Gabbana has recognized the significance of the Middle East market and has actively embraced it. The brand has launched special collections catering to Middle Eastern tastes, featuring elements of Arab culture in its designs. This inclusive approach has not only endeared Dolce & Gabbana to Middle Eastern consumers but has also garnered admiration globally for its celebration of cultural diversity.Bambah Boutique: Putting Dubai on the fashion mapHailing from Dubai, Bambah Boutique has rapidly gained recognition for its vintage-inspired designs infused with a modern twist. The brand has successfully blended Middle Eastern aesthetics with international trends, creating a style that resonates with fashion enthusiasts around the world. Bambah's unique approach has earned it a spot on the global fashion map, with a growing presence in leading luxury department stores.Madiyah Al Sharqi: Embracing elegance from the UAEThe UAE has also produced its share of global fashion influencers, with Madiyah Al Sharqi standing out. The daughter of the ruler of Fujairah, in the UAE, Sheikh Hamad bin Mohammed Al-Sharqi, Madiyah Al Sharqi launched her eponymous label in 2012. Her brand reflects a contemporary interpretation of traditional Emirati style, characterized by feminine silhouettes and luxurious fabrics. Madiyah Al Sharqi has showcased her collections at prestigious fashion weeks and gained international acclaim for her distinctive approach to modern elegance. Her designs have been worn by celebrities and fashion icons, contributing to her brand's growing prominence in the global fashion scene.Sandra Mansour (Lebanon): Sandra Mansour is a Lebanese designer celebrated for her romantic and ethereal designs, often featuring intricate embroidery and unique patterns. She is known for her eponymous fashion house, Sandra Mansour, which specializes in intricate ready-to-wear and bespoke bridal wear. The brand focuses on artistically driven pieces, timeless silhouettes, delicate fabrics, and attention to detail, particularly in hand and thread embroidery techniques. Sandra Mansour's background in painting and her experience in the fashion industry have played a significant role in shaping her unique vision.Mochi (UAE): Mochi, the artisanal fashion brand founded by Ayah Tabari, embodies a unique fusion of vibrant colors, traditional techniques, and sustainability values. From its inception, in 2013, Mochi has been dedicated to providing accessible avant-garde fashion while prioritizing sustainability and craftsmanship. One of the key pillars of Mochi's sustainability efforts is its commitment to seasonless designs. By creating pieces that transcend traditional fashion seasons, the brand not only reduces environmental impact but also offers customers timeless and versatile wardrobe options.As Mochi continues to evolve, it remains committed to offering beautifully crafted clothing that reflects its values of sustainability, accessibility, and timeless style. With its unique blend of creativity, tradition, and eco-consciousness, Mochi stands out as a beacon of mindful fashion in the industry.Jeux De MainsSalim Cherfane, a multi-disciplinary artist born in Beirut, initially made a mark in the creative field as a graphic designer and art director. However, his creative journey expanded when he ventured into fashion design with his brand 'Jeux De Mains'. This transition showcased his versatility and artistic vision across different mediums. 'Jeux De Mains' quickly gained recognition in the fashion industry, and in a remarkable feat, the brand had the honor of styling the American pop icon Beyoncé in 2019. This significant collaboration catapulted 'Jeux De Mains' onto the global stage, solidifying its reputation for innovative and stylish designs.Salim Cherfane's own contributions to the fashion world have not gone unnoticed. He has been featured in prestigious fashion publications worldwide, underscoring his impact and influence as a designer. In 2019, Cherfane was bestowed with the title of Designer of the Year by L’Orient Le Jour, further affirming his talent and achievements within the industry.BouguessaBougu­essa is a Dubai-based luxury, ready-to-wear brand spearheaded by Faiza Bougu­essa. While the rest of the world thinks Middle Eastern fashion is all about traditional abayas and kaftans, Bouguessa was one of the first brands that took up the challenge to put forward a different perspective in front of the world, and they did it by reinventing the iconic abayas.Bouguessa's collections often feature tailored silhouettes, clean lines, and luxurious fabrics, catering to a sophisticated clientele. The brand's focus on timeless elegance and versatility has made it a favorite among fashion enthusiasts seeking refined, statement pieces. Bouguessa's designs are frequently seen on celebrities and fashion influencers, further solidifying its status as a prominent luxury fashion label. Their designs are so compelling that Melissa McCarthy, Sophia Bush, and even Beyoncé is a fan.The global fashion industry is undergoing a transformation, and Middle Eastern brands are at the forefront of this evolution. With their rich cultural heritage, innovative designs, and a keen understanding of the global market, these brands have successfully broken through geographical boundaries, captivating fashion enthusiasts worldwide. As they continue to redefine the industry norms, Middle Eastern fashion brands are poised to play an increasingly influential role on the international fashion stage.

Today, we're honored to have Alex Malouf as our guest, a renowned figure in the Middle East region, especially in the realm of corporate communications. Alex has been recognized for his groundbreaking work, being named the first communications innovator in the MEA region by the Holmes Report, and acknowledged as a Rising Star and future Chief Communications & Marketing Officer by PRovoke Media.As a PRCA MENA board member and a seasoned communication veteran with two decades of experience in the region, Alex brings a wealth of insights to the table. In this exclusive conversation, he'll shed light on his journey in corporate communications in the MENA region, emphasizing his efforts in promoting sustainability within the sector. Given the growing awareness and emphasis on environmental and social issues, Alex's perspective is invaluable.What sets this discussion apart is the opportunity to delve into Alex's lesser-known journalistic background. Many may not be aware of his magazine venture from a decade ago, and we're eager to hear him share insights from that experience.Without further ado, let's dive into our conversation with Alex Malouf, where he'll provide firsthand insights into his remarkable career and the evolving landscape of corporate communications in the Middle East.<iframe width="560" height="315" src="https://www.youtube.com/embed/5dRrWAGKYLE?si=3C47vC5LJqA_0EUa" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

Gian Paolo, Co-Founder of Vision Industry and Managing Director of Optitalia Group, recently shared insights with Adgully Middle East in an engaging interview. With a rich family history deeply rooted in the eyewear industry spanning several years, Paolo believes that eyewear is ingrained in his family's DNA.Vision Industry, under Paolo's leadership, stands as the epitome of innovation, design, and health in the eyewear sector. The establishment boasts an in-house eye clinic and laboratory, guaranteeing top-notch checkups and fittings. The care provided is akin to that of an eye hospital, emphasizing the commitment to ensuring the utmost well-being of their clientele.Can you provide a brief overview of your professional journey, leading up to your current role as Co-founder of Vision Industry and Managing Director of Optitalia Group?My professional journey in the eyewear industry began with the establishment of my first eyewear brand, Bacaro, in Venice in 2003. This venture fueled my passion for innovation, prompting me to expand into new territories. In 2005, I set up an Optical Chain, Italia Optique, in Cameroon, marking a significant international chapter in my career. The turning point came in 2007 when I joined Optitalia Group in Dubai, a leading eyewear distribution company. In my role as Managing Director, I spearheaded the setup of the retail division, culminating in the creation of VISION INDUSTRY, a pioneering concept store launched in Mall of the Emirates.What inspired you to start Vision Industry in Dubai?The inspiration to launch VISION INDUSTRY in Dubai stems from the city's dynamic and diverse retail landscape, coupled with its global reputation as a premier shopping destination. I envisioned a revolutionary eyewear experience that would not only redefine industry standards but also resonate with the discerning tastes of Dubai's cosmopolitan population. VISION INDUSTRY represents the fusion of customization, innovation, and a curated collection of luxury brands, tailored to the unique preferences of Dubai's diverse consumer base.Can you share some key challenges you have faced in the retail and direct channels of the eyewear industry and how you navigated through them?Navigating the complexities of the eyewear industry presented challenges in striking the right balance between customization and mass appeal. The introduction of the Design Lab at VISION INDUSTRY addressed this challenge by providing customers with a personalized eyewear journey, ensuring exclusivity while maintaining a curated collection of over 60 luxury brands. This strategic approach enabled us to navigate through the intricacies of retail and direct channels, creating a harmonious blend of accessibility and exclusivity.In the rapidly evolving eyewear industry, how do you stay abreast of market trends and ensure that Vision Industry remains competitive?Staying ahead of market trends requires a multifaceted approach, combining continuous market research, global exposure, and the strategic leverage of technology. VISION INDUSTRY remains competitive by embracing innovation, exemplified by our Design Lab that pioneers complete eyewear customization. Furthermore, our commitment to offering exclusive brands, including Celine, Bugatti, and others, positions us at the forefront of emerging trends, ensuring sustained competitiveness in the dynamic eyewear industry.What emerging trends do you see shaping the future of retail and direct channels in the eyewear sector?The future of eyewear is defined by experiential retail, customization, and sustainability. VISION INDUSTRY is at the forefront of these trends, with the Design Lab offering an immersive and personalized eyewear experience. Customers actively participate in creating bespoke eyewear, aligning with the growing demand for unique and sustainable products. The incorporation of a sustainable corner featuring glasses made from recyclable materials further underscores our commitment to environmental consciousness.How does Vision Industry prioritize and enhance the customer experience, both in retail stores and through direct channels?Customer experience is central to VISION INDUSTRY's ethos. The Design Lab at our retail store offers a personalized journey, allowing customers to actively participate in the creation of bespoke eyewear. Our comprehensive eye exams, conducted by licensed optometrists, ensure optimal eye health. The extensive range of eyewear brands, from sport to luxury, caters to diverse preferences, creating a seamless and enjoyable customer experience both in-store and online.How has technology played a role in the development and growth of Vision Industry?Technology plays a pivotal role in our growth trajectory. The Design Lab utilizes cutting-edge technology to enable customers to customize their eyewear, from material selection to frame shape and intricate design elements. Additionally, our online presence facilitates seamless bookings for the Design Lab experience, ensuring accessibility and convenience for our customers. Embracing technology allows us to provide an innovative and efficient eyewear experience, setting VISION INDUSTRY apart in the industry.What have been the trends in eye luxury retail over the years? What are your views about experiential retail and how is it helping the brands? How will the future of luxury retail shape?The evolution of eye luxury retail has witnessed a shift towards personalization and experiential elements. Exemplified by the Design Lab, experiential retail allows customers to actively participate in creating bespoke eyewear, fostering a deeper connection with the brand. Looking ahead, the future of luxury retail is poised to further embrace tailored experiences and sustainable practices. The emphasis on unique and immersive brand experiences will shape a more conscious and personalized luxury retail landscape, reflecting the evolving preferences and expectations of discerning consumers.

Tarek Sharafeddine, Director of Client Leadership at Mindshare, brings over 15 years of media industry experience. His expertise spans diverse sectors including telecom, banking, government, automotive, and FMCG. Navigating challenges and seizing opportunities in the Saudi market, Tarek has gained valuable insights applicable across industries. His collaborative experience with diverse client portfolios showcases his adaptability to the specific needs and nuances of each sector.In an exclusive interview with Adgully Middle East, Tarek Sharafeddine talks about his professional journey, as well as his role in Mindshare. He also delves deeper into the ever-evolving Saudi media landscape, talking about the trends along with the challenges.Kindly share your professional journey with us. What have been the highs and lows of your career?I embarked on my professional journey in 2007 as a junior account executive with IPG Group at Initiative Media in Jeddah. Recognizing the potential in Riyadh's business landscape, I made the strategic decision to relocate. My tenure with Initiative lasted until 2020, when I sought to broaden my expertise within the industry. This led me to WPP Group, where I joined Mindshare as a Director—a role I continue to hold.Over the course of my 16-year-long career, I have actively managed diverse portfolios for clients spanning telecom, banking, automotive, FMCG, and governmental sectors. Throughout this journey, I've encountered both highs and lows. Notable high points include winning awards for our clients, receiving recognition, and earning a promotion for outstanding performance. Conversely, I've faced challenging moments, such as the uncertainty that followed the loss of significant accounts. However, these tough times have cultivated in me the ability to bounce back, inner strength, and a strong commitment to attain and provide excellent outcomes.As the Director- Client Relations, what are your role and responsibilities at Mindshare?My role is pivotal within the organisation, as it oversees the management and supervision of client relationships. This position requires strategic planning, negotiation skills, effective communication, and a profound understanding of client needs. Maintaining consistent communication with clients is paramount to ensuring satisfaction and addressing concerns promptly. Emphasis is placed on client retention, actively contributing to strategic plans for engagement and growth. Collaborating and communicating seamlessly with internal teams are crucial for effective service delivery. Selecting and training competent collaborators is also essential, as it significantly influences overall client feedback. In summary, this role plays a vital part in cultivating client satisfaction, loyalty, and contributing to the overall business growth of the organization.What are the key trends and challenges in the advertising and media industry in Saudi Arabia?The advertising landscape in Saudi Arabia is undergoing significant changes, marked by several notable trends. A prominent shift towards digital platforms is evident, with the rise of digital advertising, increased emphasis on social media marketing, and a surge in online content consumption. Artificial Intelligence (AI) is playing a pivotal role, utilized for personalization, targeted campaigns, and optimization. Data-driven decision-making has become a cornerstone of advertising strategies, providing advertisers with crucial insights into consumer behavior and preferences. Additionally, the adoption of Augmented Reality (AR) and Virtual Reality (VR) technologies in advertising is gaining momentum, offering consumers immersive and interactive experiences.Podcasts are emerging as a favoured medium for content consumption, presenting advertisers with new opportunities for message integration. Simultaneously, the integration of e-commerce into advertising strategies is expanding as brands seek to enhance the online shopping experience and promote products through digital channels.However, in the middle of these positive trends, the industry struggles with distinct challenges. Heightened concerns about data privacy require advertisers to adeptly navigate evolving privacy regulations and build trust with consumers. Cultural sensitivity is crucial and holds great significance, demanding advertisers to carefully consider nuances and sensitivities when crafting campaigns aligning with Saudi Arabian cultural values. The persistent challenge of obtaining access to quality data remains, especially in an environment where privacy regulations are in flux. This challenge significantly impacts the accuracy and reliability of data for targeted and personalized advertising. Navigating these challenges successfully is imperative for advertisers aiming to thrive in the dynamic and evolving advertising landscape of Saudi Arabia.How do you approach the integration of traditional and digital media in campaigns? Can you share any successful campaigns or projects that you have recently been involved in?An integrated media team that seamlessly combines expertise in both digital and traditional media is vital for effective and comprehensive campaign planning. By bridging the gap between these two realms, such a team ensures the maximization of campaign reach and impact across diverse platforms, catering to varying audience preferences. The consistent brand messaging maintained by integrated teams contributes to a unified brand identity, while their holistic understanding of the target audience allows for more adaptive and relevant campaigns. This collaborative approach enables efficient resource allocation, unified analytics, and reporting, promoting a synergy that optimizes campaigns across channels. Additionally, an integrated team is well-equipped to navigate evolving media trends, adapt to changes, and create a seamless user experience as consumers transition between digital and traditional media touchpoints. Ultimately, the integration of digital and traditional media expertise enhances the team's ability to create cohesive, impactful campaigns in the dynamic landscape of modern media consumption.What advice do you have for professionals aspiring to succeed in the media and advertising industry?It's important to keep learning about new trends and be ready to adapt. Learn a mix of skills for both traditional and digital media. Connect with people in the industry and make yourself stand out. Keep improving your skills with courses. Understand who you're talking to, communicate well, and be unique. Get practical experience through internships and be ready to take on challenges. Stay positive even when things get tough. Think about the global picture, work hard, and build good relationships. All these things will help you succeed in this exciting field “Avoid talking about your own achievements and allow others to share positive feedback about you.”How are you leveraging technology and data in the Saudi Arabian market to enhance advertising effectiveness?In the Saudi Arabian market, the effectiveness of advertising is undergoing a substantial enhancement through a strategic fusion of technology and data-driven methodologies. By utilizing powerful data analytics, advertisers gain valuable insights into consumer behaviour, demographics, and preferences, enabling precise targeting of specific audience segments. The use of programmatic advertising platforms automates the acquisition of digital ads, enabling immediate optimization of ad placements through bidding processes in real time. The deployment of AI and Machine Learning (ML) algorithms explores extensive datasets, refining ad targeting and personalizing content to cater to individual preferences.Geo-targeting and location-based advertising are tailored to local contexts, while mobile advertising and a robust presence on popular social media platforms. The integration of e-commerce, interactive content, and Augmented Reality (AR) experiences contributes to creating engaging and immersive brand interactions. Essential to these initiatives is the commitment to complying with data privacy regulations and building trust with consumers.

Malabar Gold & Diamonds is the flagship company of Malabar Group, a leading Indian business conglomerate. Established in 1993 in Kerala, it has grown into a global jewellery retailer with over 330 outlets in 12 countries. The company has a significant international presence, with branches in India, the Middle East, Far East, the USA, and Canada. Malabar Gold & Diamonds has 14 manufacturing units in India and the GCC, producing high-quality jewellry. The company offers 12 exclusive jewellery brands catering to various customer preferences.In an exclusive Interview with Adgully Middle East, Shamlal Ahamed, MD-International Operations, Malabar Gold & Diamonds, shares how the brand has emerged in the Middle Eastern market. He delves deeper into the strategies as well as the innovations that the brand has done for their consumers in the region.Can you provide an overview of Malabar Gold & Diamonds' current market presence in the Middle East? Are there any specific strategies or initiatives that have contributed to your success in the Middle East?We have a robust retail presence in the Middle East with over 122 showrooms across the UAE, Bahrain, Kuwait, Oman, Qatar, and Saudi Arabia.The Middle East jewellery market is an extremely vibrant one with diversified demand spectrum including occasion as well as non-occasion-based purchases, gifting and self-purchases. The region is a global melting pot as well. Keeping these elements in mind, we always adopt a diverse product and policy strategy to cater to a varied range of customers.Our initiatives include tailored offerings to match the cultural preferences of each market, ensuring a seamless blend of tradition and innovation. Additionally, our focus on delivering exceptional customer service and maintaining the highest standards of craftsmanship has fostered trust and loyalty among our clientele. These strategies are delivering results in the Middle East.What trends are you observing in consumer behaviour within the Middle East market, particularly in the jewellery and luxury goods sector?We are witnessing a strong inclination towards personalized and customized pieces, where consumers seek superior design and high-quality finishes. Be it a unique, one-off creation or a custom-designed piece reflecting individual style, there is a growing expectation for the highest standards of quality, craftsmanship, and attention to detail. Diamond jewellery and solitaire jewellery has also seen a rise in demand, especially amongst the millennial and Gen Z population.From a design point-of-view, there is an equal preference for both traditional and modern designs. They have grown accustomed to and are very receptive to global jewellery styles, seeking the latest designs in the market, be it for occasional use or daily wear.Notably, we are attuned to the growing trend of sustainability and ethical choices, exemplified by our association with Randpure Refinery in South Africa, to procure 100% traceable, RandPure Gold. This commitment reflects our dedication to ethical sourcing and positions us at the forefront of an ever-evolving industry landscape.Can you highlight any recent product innovations or launches that have been well-received in the Middle East?Throughout the 30-year journey of Malabar Gold & Diamonds, we have always made it a point to seamlessly blend customer-centric policies into our operations, contributing to a more versatile and transparent jewellery sector. It is a well-known fact that natural diamonds have been growing in popularity amongst the masses over the past few years. However, with a significant portion of our customer base being value-conscious jewellery buyers, the one thing that held them back from indulging more into the valued gem was its low exchange/buyback value in comparison to gold. In an effort to bridge this gap between aspiration and reality, we recently introduced the ‘100% Value on Diamond Exchange’ across our showrooms internationally.This policy change created waves in the market, with even ardent gold buyers gravitating towards diamonds, considering it not only a beautiful adornment, but as an asset having an investment value on par with gold.Amongst the numerous collection launches that we carry out every year to meet the varying preferences of our immense customer base, some of the ranges that received rave reviews and enquiries from jewellery lovers were Noor Collection & Bella collection in gold jewellery and Enigma collection & Blush collection in the diamond category.How does Malabar Gold & Diamonds stay ahead of the curve in terms of design and product offerings to meet the diverse tastes of the Middle Eastern consumer?We keep enriching our designs and product offerings by seamlessly blending cultural sensitivity with innovation, meeting the diverse tastes of the consumers in the Middle East. Our design philosophy creates a melange of global trends with the rich cultural heritage of the diverse diaspora that resides in the region, ensuring our jewellery reflects individuality and resonates with the valued preferences of our clientele. With wedding jewellery making up a significant portion of jewellery purchase, region-specific bridal jewellery collections are also introduced into the market every year.Through active engagement with customers via feedback and a keen awareness of emerging trends, we swiftly adapt to changing preferences, providing collections with a fresh perspective. Our commitment extends beyond just offering exquisite designs; it's about curating an experience that caters to the varied lifestyles and tastes of the customers in the Middle East.With the rise of e-commerce, how has Malabar Gold & Diamonds embraced digital platforms in the Middle East? Are there specific technological advancements or digital strategies that have proven successful in engaging customers in the region?Malabar Gold & Diamonds has consistently demonstrated a commitment to adapt its operations and practices to the evolving technological and business landscape. To enhance overall efficiency and provide exceptional and differentiated service to our customers, we have embarked on a journey of technological advancement, transforming into a technology-driven organisation with omnichannel retail capability. To achieve this, we are actively working with renowned global technology giants such as Microsoft, IBM, Accenture, E&Y, and Deloitte.Looking ahead, what are the company's growth projections and strategic priorities for the Middle East market?While Malabar Gold & Diamonds has a robust and successful presence across the Middle East, the region has been undergoing a stellar economic transformation in recent years. This directly translates to a significant potential for growth and expansion in the Middle East. The ambitious expansion plan that we have charted for the region involves strengthening our presence in existing regions with the launch of more showrooms as well as expanding our presence to new territories.