Campaign Breakfast Briefing: Marketing Strategies 2025

• This event is for 21+ years.
• Below 21 years are not allowed.

THE AGENDA

8:00am: Registration & Breakfast

9:00am: Welcome Address by Nadeem Quraishi, Publishing Director, Campaign Middle East

9:05am: Chair’s Opening Remarks by Anup Oommen, Editor, Campaign Middle East

9:15am: Keynote: The outcomes graph: Why the future of marketing is not where you advertise, but what it delivers

The idea is simple … for years, marketing has evolved through different “graphs” for context, knowledge, social and now content. Each one changed how people discover and engage. But none of them solved for the thing that matters most: outcomes. This session explores the shift from media placement to business impact. Brands no longer care where an ad appears, as long as it is safe … and it delivers. The next graph is not about formats or platforms. It is about measurable results.

This keynote will share what marketing is currently witnessing and why this shift is happening with a focus on the emergence of new actors (creators), the revival of open internet, the explosion of more closed ecosystems (retail media) and what it means for marketers, publishers and platforms.

Speaker: Wade Eagar, Chief Marketing Officer, Platformance.io

9:30am: Panel 1: Next-gen marketing: Personalisation, AI and the blurring lines of B2B and B2C

Marketing is being redefined. As B2B and B2C expectations converge and AI increasingly shapes how audiences discover and interact with content and brands, traditional strategies no longer cut it. From navigating complex B2B sign-off chains to meeting B2C’s demand for deeper, more meaningful connections, today’s marketers must build strategies that engage with both humans and machines.

This session explores how to create campaigns that are not only intelligent and personalised, but also authentic, locally resonant, and built for a landscape where trust, nuance and relevance matter more than ever.

Moderator: Emily Bentley, Head of Client Marketing, MEA at Bloomberg Media
Speakers: Aimee Peters, Regional Head of Brand, Partnerships and Wholesale Marketing, MENAT, HSBC
Loay Nour, Vice President – Brand and Marketing Communications, Fairmont Hotels & Resorts
Sohail Nawaz, Head of Retail Media, Landmark Group
Virginie Ludmer, Director of Marketing & PR, Volkswagen Middle East

10:00am: Panel 2: Fragmented media landscape: A boon or a bane for marketing in the Middle East?

The media landscape is growing increasingly fragmented. While some marketers say that we have moved from sledgehammers to surgical instruments within media that offer precision in targeting, timing and tasteful messaging, others say that the varied choice and the abundance of media formats, channels and platforms is causing constant headaches for media planners.

This panel will view both sides of the coin and dissect the viewpoints of respected stakeholders within the media and marketing market.

Moderator: Nader Bitar, Director of Digital Solutions, SRMG Media Solutions
Speakers: Walid Cherfaoui, Group Brand Manager MENA & FOT, Colgate-Palmolive
Nikola Djordjevic, Head of Marketing, ASICS Arabia
Andrew Ene, Head of Performance, Spark Foundry MENA
Anjana Murali, Associate Director – Growth & Best Practices, Keyade Middle East

10:30am: Panel 3: Balancing creative ambition, business objectives, and community-driven demand for relevance

In an era where creativity must intertwine seamlessly with business goals and cultural relevance, the challenge for brands in the Middle East is clear: how to craft pitches and projects that not only inspire but also drive tangible results and resonate deeply with diverse communities.

This panel will explore the delicate balance between creative ambition, strategic business objectives, and the critical demand for cultural authenticity, offering insights into how brands can successfully navigate this complex landscape.

Moderator: Anup Oommen, Editor, Campaign Middle East
Speakers: Iva Kutle Škrlec, Director, Destination Marketing, Hilton MEA
Remya Menon, Associate Director of Marketing, Bayut
Markus Peter, Marketing Director, Porsche Middle East & Africa
Mitin Chakraborty, Head of Marketing, Babyshop – Landmark Group

11:00am: Closing comments by Anup Oommen, Editor, Campaign Middle East

11:05am: Networking session

By car: To reach your destination, head southwest on Sheikh Zayed Rd/E11, continuing straight to stay on Sheikh Zayed Rd/E11 (toll road). Take exit 34 toward Nakhlat Jumeira St/Jumeira, then slightly right to merge onto Al Falak St. Continue on Al Falak St, turning right. At the roundabout, take the 1st exit, then turn left. Finally, turn left again, and your destination will be on the right. GPS navigation is highly advised.

By public transportation: You can reach your destination using various public transportation options, including taking bus 84 to the Schlumberger, Dubai Internet City 2 bus stop, followed by a short eight-minute walk.

By taxi: You can easily reach your destination by taking a taxi or a ride-hailing app.