Agenda

Opening Remarks & MC Introduction

RYAN STORRAR President of Global Client Solutions, WPP MENA The digital marketing landscape has undergone a fundamental and irreversible transformation. We are in the midst of "The Inevitable Reset," where the era of scaled third-party cookies and pervasive, often intrusive, tracking is officially over. This is not a distant challenge on the horizon; it is our current operating environment. This new ecosystem raises a central question for every marketer: With the old rules of targeting and measurement no longer applicable, how do we not only reach our customers but also achieve and definitively prove meaningful business outcomes? This keynote reframes this shift not as a crisis, but as a necessary and profoundly positive evolution. It presents a golden opportunity to build a more sustainable, respectful, and ultimately more effective marketing model that resonates with today's consumers. Join us for this essential session where we will provide the keys to unlock this opportunity. Discover how new technologies, powered by AI, are bridging the gap, enabling brands to navigate this new world with confidence and drive unprecedented growth.

Salmeh Vakilian Head of Endemic , Amazon Ads In this session, we’ll explore how Amazon Ads is applying this mindset to deliver regional campaigns that drive engagement, brand lift, and new-to-brand growth. You’ll also explore why creativity that reflects cultural context performs stronger in today’s landscape - especially in Saudi Arabia, where 80% of people believe advertising has the power to shape culture. When paired with a holistic retail media strategy, this approach helps brands turn key moments into measurable impact.

Panelist 1- Mohannad Kattan Social Media Influencer / CEO, Kattan Media
Panelist 2- Nedda Akhonbay Senior Director - Marketing, PR & Media, MDL Beast
Panelist 3- Yasmine Sewilam Regional Product Marketing Manager, TIKTOK
Moderator- Rabah Assaf Managing Director for MENA , Influencer
Creators thrive when given room to be authentic and creative, but they do their best work within a clear framework. In fact, 58% of creators say
they prefer having clear brand guidelines to follow. Yet many brands still deliver vague briefs, assuming creators will simply fill in the gaps. The key to success is alignment, with early communication about KPIs, brand goals, and objectives being a key factor. 64% of creators say that understanding these from the start would significantly improve both their output and relationship with the brand.

Panelist Ahmed Abou Ammo, Digital Account Creator , Imetric Digital Panelist Abdulrahman Tarrad Director of Marketing & Communication -MBSC Mahmoud Sallum CEO,Trixcorp Panelist- David Do Rosario Head Of Digital Specialties,Havas Media Middle East Moderator Houda Kousa Founder and CEO, Archers In today’s digital-first world, the fusion of data, strategy, and storytelling is redefining how organizations connect with audiences, build trust, and measure impact. This discussion will explore how insights can be translated into meaningful narratives, how creativity and strategy can be balanced, and how emerging technologies are reshaping engagement in the digital landscape. Within this context, Saudi Arabia presents a unique opportunity, as Vision 2030 accelerates innovation and positions the Kingdom as a leading hub where datadriven storytelling can inspire cultural relevance, business growth, and lasting social impact.

Wajahat Ali Osmani- Regional Head for MENA at Tailwind EMEA Media Quality is the new performance currency in Saudi Arabia’s digital market. It is no longer a checkbox; it’s the line between wasted spend and real business growth. Advertisers who focus on brand safety & suitability, fraud prevention, and attention metrics aren’t just protecting campaigns, they’re unlocking stronger consumer relationships and delivering better results. This session cuts through the noise with a 3-step Media Quality Framework that proves one thing: capturing real attention from real people, in a context they trust. Pays off. No theory. No fluff. Just strategies you can use tomorrow. We will prove it through a real-life SEC (Saudi Electricity Company) case study, where elevating media quality didn’t just protect investments, it drove performance gains that made the difference. What you’ll walk away with: • How to turn brand safety & suitability, fraud prevention, and attention into a growth engine. • Smart optimization moves that lift performance. • Why attention is the next frontier for engagement and ROI. •Lessons from local and global brands using media quality as a competitive edge. Saudi Arabia is on a path to becoming one of the world’s fastest-growing digital markets under Vision 2030. This session arms you with the framework and playbook to make media quality not just a safeguard but your performance advantage.

Stefano Fallaha Founder and CEO,PODEO Everyone’s fighting for eyeballs. The smart money is moving to engaged ears. Inside MENA's podcast boom and how forward-thinking brands are winning the attention war with audio and video podcasts.

Bandar AlSunbuly AlMashhadi CEO, MRC This presentation, "The Need for Integrated Video Audience Measurement," highlights the rapidly changing media landscape in Saudi Arabia and the critical need for robust, independent audience measurement. It addresses challenges in the advertising sector, such as underutilized local inventory, and limited measurement tools, which hinder digital ad spend. The presentation emphasizes the advantages of comprehensive audience measurement, including improved ROI and content strategy, and introduces KSA TAM and Multiscreen Measurement (MSM) as vital solutions for understanding integrated video consumption. Ultimately, it underscores that effective media management is impossible without accurate measurement

Speaker 1-Alanoud S. Alyousef Managing Director, Life jacket Group Speaker 2-Eyas S. Al-Qisi Chief Executive Officer, Life jacket Group Moderator- Hasan Jad Traboulsi META Synopsis - TBC

Speaker Yasmine Al Bizri Strategy Director MENA, Footballco Speaker Shatha Mansour Strategist, Footballco Football today is more than a game—it’s culture, identity, and influence. In this session, Footballco unpacks how brands can tap into the passion of modern fans through tailored content and smart partnerships. With global insights and impactful case studies, discover how to turn fan love into real brand results.

TACT- TBC

Milad Sebaaly Chairman & CEO, Global Learning This keynote explores how AI is revolutionizing creative industries in the Arab world—empowering media agencies, marketers, and content producers to blend cultural authenticity with cutting-edge technology. Through real-world examples in advertising, cinema, design, and Arabic calligraphy, it offers a bold vision for how AI can amplify—not replace— human creativity. Discover how Arab creativity and AI are fusing to transform the future of media, marketing, and storytelling. A bold new vision awaits: culture meets code, and creativity becomes the algorithm.

Panelist Shukri Bin Mokhashin Marketing and Business Development Expert Panelist Hamad Bin Fahad CEO, Code Map Panelist Khataf Al-Khataf Marketing Consultant Panelist Mohammed Alnhet Founder and CEO, Nabadha for Production and Content Creation Moderator Mohammed Ben Homed Chief Operating Officer We’ll explore how we’ve moved from “sharing” to “influence”, from “a plan for content” to “building loyalty”, and from being an “influencer” to becoming a “thought leader

Speaker 1-Abdallah Alhaizan Senior Digital Marketing Manager Speaker 2- Nour Cherif Associate Director- Digital Moderator- Mohammad Hajsaleh Senior Business Director, Assembly Global The financial landscape of Saudi Arabia is undergoing a rapid transformation, with fintechs and e-wallets at the forefront. While the region is characterized by low brand loyalty, a new e-wallet has managed to defy this trend, establishing a strong and quick impact in the market. In this panel we will discuss how Barq -"the last e-wallet you'll need"- entered and disrupted a heavily competitive market.

Speaker 1- Youssef Chahine GM of PHD KSA Synopsis - TBC