Exclusive Insights on Winning Ramadan Campaigns & Future Digital Trends at Second Industry Event
Dubai, UAE – 14 February – Augustus Media successfully hosted the Ramadan edition of Local Influence: Regional Impact at its headquarters in Dubai. The event gathered top industry leaders, marketers, and content creators to explore emerging digital trends, audience behaviors, and brand strategies in the Middle East, particularly during the holy month of Ramadan.
The event provided a platform for insightful discussions on how brands can leverage cultural nuances, build meaningful connections with local audiences, and optimize their digital-first marketing strategies for the Ramadan season titled: Shaping 2025: New Media Insights, Ramadan and Trends Across MENA.
The event kicked off with a keynote presentation by a leading research partner IPSOS, Reem Kassem Research Manager offered data-driven insights into the evolving media landscape in the MENA region. The session explored shifting consumer behaviors during Ramadan and how brands can tailor their messaging to maximize impact.
Panel 1: The Ramadan Connection: How To Build Trust and Drive Impact | Powered by Lovin
Moderated by Smashi Business Show Host, Ward Badawi discussed the significance of cultivating genuine relationships with audiences and how meaningful engagement can resonate during Ramadan, leveraging authentic storytelling and influencer marketing to build trust and drive positive impact.
With influencers;-
- Amar Al Samaraiee
- Ahmad Mahmood
- Retta Adnan
- Nadim Safieddine
From their own experiences, they highlighted the value of creating content that fosters authenticity and strengthens connections with followers.
Key Takeaway: Brands that build campaigns rooted in cultural sensitivity and genuine connection see the most success in Ramadan marketing.
Panel 2: The Future of Ramadan Planning: Trends and Adaptation | Powered by ODEUM
Led by Mayowa Tola Voss, Senior Commercial Director & Head of Commercial, this panel with top-leading media agencies highlighted successful Ramadan campaigns that have delivered measurable results, offering valuable case studies to inspire marketing and media planning strategies.
Panelists included;-
- Dhara Bhatia, Group PR Director, Katch International
- Simone Clark, UAE Strategy Lead, UM
- Anna Woloszczenko, Business Director, Publicis Groupe
- Vishal Bhatia, General Manager, The Guild PR
Industry leaders shared strategies for crafting engaging content, leveraging social media platforms, and driving meaningful interactions.
Key Takeaway: Brands need to embrace flexibility, explore new content formats, and align campaigns with real-time consumer insights to stay relevant during Ramadan.
Panel 3: Connecting with Digital-First Audiences: Consumer Behaviour and Brand Narratives | Powered by Smashi
Hosted by Saima Iqbal, Senior Content Director, the panel discussed the power of effective storytelling formats and channels in reaching and engaging target audiences during Ramadan, with an overview of data-driven approaches, innovative ad formats, and how brands can stay agile in an ever-evolving media landscape.
In conversation with;-
- Werner Coetzee, Director of Marketing & Communications, Hilton Group
- Maiada El Shahawy, Regional Brand Communication & E-Content Senior Manager, Nestlé
The panel provided valuable insights into crafting compelling narratives and utilizing the right platforms to drive meaningful consumer engagement during the holy month.
Key Takeaway: Digital storytelling and community-driven campaigns are key to capturing the attention of today’s hyper-connected audiences.
The event ended with a networking session, where attendees connected, exchanged ideas, and discussed potential collaborations over breakfast. Conversations focused on the future of Ramadan marketing in the region.
“Hosting the Ramadan edition of Local Influence: Regional Impact was a fantastic opportunity to bring together industry professionals to discuss the evolving dynamics of media and marketing in the Middle East. Ramadan presents a unique moment for brands to connect with audiences on a deeper level, and our discussions today have provided invaluable insights for marketers navigating this landscape.”
— Richard Fitzgerald, CEO & Founder of Augustus Media
Augustus Media 