10:10 AM
KEYNOTE: Marketing in an Age of Attention-Deficit

What was the average human attention span in  2021? A fleeting 8.25 seconds. Goldfish outrank us. This needs compelling storytelling to break through the noise, overcome the customer’s saturation towards marketing, and to make an authentic connection. Tarv will speak about why every company in 2024 is a tech company, and how to stand out from the competition.

Tarv Nijjar

Tarv Nijjar

Senior Director, Business Insights and Analytics | McDonald's

10:30 AM
PANEL DISCUSSION: Building Brands for the VUCA World

Why do some businesses respond to change better than others? In a VUCA world, marketing leaders face adaptive challenges like dealing with changing customer expectations, cost-of-living crisis leading to lower spending by consumers, decreased marketing budgets and increased scrutiny on ROI for ad budgets. What are the skills that will help a leader through this crisis? The expert panel takes on speculative challenges to build up dynamic, future-ready leaders.

Jacqueline El Boghdadi

Jacqueline El Boghdadi

Acting Chief Marketing Officer | Alshaya Group

Mohamed Abo El Fotouh

Senior Director of Marketing - Consumer Engagement & Marketing Transformation - AMESA | Pepsico

Sevgi Gur

Chief Marketing Officer | Property Finder

11:05 AM
Privacy-First Marketing: Crafting Strategies for the Cookieless Era

To prioritize privacy, brands can build first-party data pools for a cookieless future, enhancing consumer relationships and delivering lasting, personalized experiences. But how do you go about building one while maintaining transparency? How must brands demonstrate clear value in exchange for data?  Learn strategies for transparent data collection and consent management, including the crucial double opt-in process, from a Google expert.

  • Effectively collecting customer data across channels to build an agile data pool for adapting to a cookie-free future
  • How can brands demonstrate clear value in exchange for data?
  • Consent management and the importance of the precious double opt-in
11:20 AM
COFFEE BREAK
11:40 AM
CASE IN POINT: How this Feel-Good Brand Made Sustainability Its Selling Point

Today’s consumers seek quality and innovation and align their values with brands that prioritise environmental responsibility. This shift in consumer behaviour has prompted brands to rethink their strategies, placing sustainability at the forefront of their narrative. Learn how this eco-conscious brand positively impacts the planet, and generates brand love. 

Matteo Boffa

Matteo Boffa

Co-Founder & Investor, Swiss Business Council UAE- Executive Committee Member & Head of the Environmental Group | Thaely

11:55 AM
TECH TALK: Conversational AI and the Evolution of Interactions

A seamless future of shopping and working with Conversational AI integration is every e-commerce business’ dream. But can AI Assistants & Co-Pilots truly deliver human-like experiences? This session focuses on identifying persistent challenges hindering widespread Conversational AI adoption.

12:15 PM
TECH TALK: Rekindling Relationships: Reconnecting With Lapsed Customers

By understanding what resonates with the audience, brands can refine their messaging, creative elements, and media placement at each stage of the journey. Discover how achieving a higher return on ad spend (ROAS) not only translates into improved revenue and profitability, but also fuels brands to invest in further innovation and connected experiences.

12:30 PM
FIRESIDE CHAT: Creatives that Captivate Versus Convert

Is an award-winning ad film adding to the bottom line? The debate between immediate commercial gains and long-term brand building heats up as marketing team conversations focus more on ROI and revenue in uncertain times. Could this be the death of creative prowess? The evolution of the hook, and how generative technologies could alter the creative field. 

Mohamed Abo El Fotouh

Senior Director of Marketing - Consumer Engagement & Marketing Transformation - AMESA | Pepsico

Hema Subramanian

Hema Subramanian

Head of Digital & Performance Marketing | Alshaya Group

13:00 PM
LUNCH BREAK
13:45 PM
INTERACTIVE: The AI Readiness Checklist Your Marketing Needs

AI adoption is a race. But it’s not just marketing, the whole organisation must evolve together. According to a report by Morgan Stanley, 40% of the labour force could be affected by AI within three years. What should you be acting on now to prepare for changes to marketing operations? Most importantly – how do you assess if your team is ready? 

Tarv Nijjar

Tarv Nijjar

Senior Director, Business Insights and Analytics | McDonald's

14:30 PM
CASE IN POINT: Making Your Brand a Habit: Inspiring Action with Purpose

Explore how Puma, a leading global sports brand, goes beyond traditional marketing tactics to inspire action and drive behaviour change. Discover the impactful campaigns that align with Puma’s mission to not only promote its products but also encourage active lifestyles and meaningful engagement with its audience. Hear firsthand from Puma’s Head of Marketing about the team, the tech and the challenges and successes in getting Middle East customers on their feet.

Ricardo Amaral

Head of Marketing GCC | PUMA

14:45 PM
From Wings to Wins: Finding Your Marketing Sweet Spot

Ever wondered how Red Bull’s marketing is all about everything but the product itself? Unconventional marketing strategies need innovative minds. When breaking the rules, the first challenge lies in convincing stakeholders to take a chance on your idea. Amr talks about selling your ideas, taking calculated risks and measuring success via metrics that matter. He might just be able to help you pivot your brand’s marketing strategy – and hopefully, give it wings.

Amr Helmy

Marketing Director | Red Bull Egypt

15:00 PM
CASE IN POINT From Insights to Impact: How Vodafone Harnesses Data & Content for Marketing Excellence

What challenges did a top telecom brand face in navigating data privacy concerns while leveraging customer data for marketing? How does it ensure that its marketing content remains relevant and resonant across diverse audience segments? In this session, discover the strategies Vodafone employs to overcome challenges in data privacy and consumer trust while maximizing the potential of customer data. Learn about Vodafone’s nuanced approach to transforming raw data into compelling storytelling, driving genuine engagement and loyalty.

Jobin Joy

Global MarTech and Content Lead - Digital Marketing Capabilities | Vodafone

15:15 PM
TECH TALK Breaking Through the Noise: Strategising Notifications that Push You Forward

How can brands strike the delicate balance between being informative and intrusive with their notifications? Unravel the power of push notification marketing as we explore how to captivate and retain your audience’s attention in a crowded digital space. Dive deep into the nuances of crafting compelling messages that drive action and foster brand loyalty; and discover the secrets behind effective segmentation and personalization strategies, ensuring that each notification resonates with your diverse audience segments – in this session.

15:30 PM
PANEL DISCUSSION: Is Loyalty Dead?

Is modern-day brand loyalty truly dead, or has it transformed into something new and elusive? Our panel of experts will explore the shifting paradigms of consumer behaviour, questioning whether traditional loyalty metrics still hold sway in an era defined by fleeting attention spans and endless choices. From dissecting the psychology behind brand allegiance to uncovering the role of digitalization and personalization, we’ll delve into the complexities of building and sustaining customer loyalty in an ever-changing landscape.

16:00 PM
PANEL DISCUSSION: Will AI Kill the Marketing Team?

Marketing stands at the crossroads of transformative change with AI emerging as a powerful tool that promises unparalleled efficiency and effectiveness. From data analytics and customer segmentation to personalised content creation and predictive analysis – what does this mean for the human role in the marketing team. Panellists in this session will answer the question that looms over the marketing landscape – whether AI will be the saviour or the harbinger of doom for marketing teams.

Rafay-Qureshi

Rafay Qureshi

Director of Digital Growth | DAMAC Group

Jobin Joy

Global MarTech and Content Lead - Digital Marketing Capabilities | Vodafone

kareem-ayyad

Kareem Ayyad

Founder | Uktob.Ai

16:30 PM
TECH TALK: Finding Your Way Around UAE’s Social Commerce Surge to Success

With UAE’s social commerce industry projected to hit $1.22 billion in 2024, the opportunities for tech solution providers are vast – as if brands did not have multitudes to choose from anyway. In this session, explore the innovative technologies shaping social commerce evolution, from augmented reality to AI-driven recommendation engines. Learn from industry experts how brands are harnessing social platforms to engage young consumers and boost revenue, and acquire actionable strategies to seize the social buying trend and unleash new prospects for your consumers in the UAE market.

16:45 PM
CLOSING NOTE