100+ Industry Leaders and Marketers Gather to Discuss Marketing Strategies for the Middle East
Dubai, UAE – September 19, 2024 – Augustus Media, the region’s leading digital media company successfully hosted their first industry event, Local Influence: Regional Impact, at their headquarters in Dubai. The event brought together over 100 industry leaders and marketers to explore the growing advantages of local partnerships and the importance of understanding regional nuances in the MENA region.
The event emphasized strategies for crafting compelling, localized content, creating tailored marketing campaigns for the Middle East, and building brand loyalty through meaningful community engagement. It also showcased successful collaborations between influencers, journalists and leading brands in the region.
Keynote Speaker:
The event opened with a keynote address from Alexander Kader, Chief Communications Officer & Partner at American Caldwell and lecturer at Georgetown University who shared valuable insights on the evolving dynamics of communications in the MENA region and the role of localization in shaping brand success.
Kader emphasized that podcast ads are becoming a powerful tool, with a” 13% higher conversion rate than other digital platforms. He also highlighted that digital advertising spending is growing at 14% annually, underscoring the importance of continued investment in this area.” His closing thought? “Brands must focus on transcreation rather than simple translation when adapting their marketing for local audiences, ensuring campaigns are culturally relevant and impactful.”
Panel 1: Curating Content for a Local Audience
Moderated by Saima Iqbal, Senior Content Director at Augustus Media, this panel dove into the art of creating localized content that resonates with regional audiences.
Influencers;-
- Ayman Yaman
- Hadeel Marei
- Miled Rahal
- Hala Bassam
Shared their experiences on how content can be tailored to reflect local culture, trends, and interests, providing insights into how brands can build a loyal and engaged audience by staying relevant and authentic.
The key takeaway? Brands should seek out creators who fit their image and trust them to channel their native and authentic style when crafting content. It’s critical to allow creators to focus on a single, clear message rather than overloading ads with multiple objectives.
Panel 2: How Are Brands Thinking Local?
Led by Mayowa Tola Voss, Commercial Director at Augustus Media, this panel explored how top brands are localizing their marketing strategies to better connect with regional audiences.
Panelists including;
- Amit Arora (COO of Arada)
- Siddarth Sivaprakash (Head of Marketing & Brand at Home Centre)
- Suzanne El Wattar (Director of Communications at Qraft Communications)
- Tarek Hakim (Communications Manager at BPG Group)
Discussed the innovative approaches brands are adopting to tailor their messaging, products, and services to meet the unique needs of local communities, enhancing brand loyalty and driving engagement across the MENA region.
The key takeaway? Localizing content for this region is essential to keep consumers engaged. Brands must explore new marketing avenues and collaborations to maintain relevance in the MENA region.
Panel 3: Connect with the People of Lovin
This panel, moderated by Casey Fitzgerald, Content Director at Lovin Dubai, brought together the creative teams behind Lovin’s regional platforms.
Panelists;-
- Anika Eliz Baby (Lovin Dubai)
- Bader Alaa (Lovin Palestine)
- Hera Shabbir (Lovin Riyadh)
- Diana Estephan (Lovin Beirut)
Discussed Lovin’s community-centric approach, sharing how the platform builds authentic connections with local audiences across various cities. The panelists highlighted the strategies that have allowed Lovin’ to foster meaningful interactions and build vibrant, engaged communities.
The key takeaway? Lovin seeks out content that resonates personally with each city, ensuring that it connects with the audience on a deeper level. Authenticity is at the core of Lovin’s storytelling, and showcasing community stories is always a priority.
The event concluded with Pret Catering breakfast and networking sessions, where attendees had the opportunity to connect, exchange ideas, and discuss future collaborations, solidifying Local Influence: Regional Impact as a key gathering for industry professionals looking to tap into the MENA region’s growing digital landscape.
“We were thrilled with the turnout and the quality of discussions at Local Influence: Regional Impact. It was a true testament to the power of local connections and regional insight. The event sparked important conversations about the future of marketing in the Middle East, and I want to thank our incredible team at Augustus Media for making the event possible. We look forward to continuing to drive innovation and foster collaboration in this space.”
Richard Fitzgerald, CEO & Founder of Augustus Media
About Augustus Media
Augustus Media is an award-winning Middle Eastern digital media company based in Dubai and Riyadh and has been designed to adapt and evolve to this perpetually changing media environment.
Augustus Media caters to individuals seeking the finest experiences in life, guided by the mantra of “Lovin’ Your Life.” Smashi, designed for the driven, dreamers, and doers, offers a unique Middle Eastern streaming service focusing on business, technology, and culture. Smashi Sports falls as a vertical under Smashi which aims to make local sports more accessible across the region, supported with on-demand recordings.
Augustus Media 