seminar "The future of marketing – Middle East " Discusses the prospects for developing the advertising sector in the region

Dubai, 24 November / WAM / Dubai hosted for the first time the “Future of Marketing – Middle East” symposium, organized by the “Advertising Business Group”, attracting a group of the most important and prominent advertising agencies, media institutions, digital platforms, and decision-makers in the field of advertising and marketing, to discuss the most prominent trends and the latest technologies and the important transformations that accompany them that will shape the features of the marketing, advertising and advertising sector during the next ten years.

The event, which was first held in Dubai, witnessed the participation of influential global parties in the field of marketing, including: the World Federation of Advertisers (WAF), the Brandtech Group, L’Oréal Middle East, Proctor & Gamble, Ipsos UAE, and Nestle, in addition to the platforms Property Finder, Tik Tok, and Snapchat. And others.

During her opening speech, His Excellency Nihal Badri, Secretary General of the Dubai Media Council, affirmed Dubai’s commitment to its approach to supporting and stimulating creativity in the media industry in all its sectors, including advertising and marketing, and in a way that supports the growth and development of the sector not only at the level of the UAE but at the level of the region in general, within a framework of good governance, based on Dubai’s position as a pioneering center for media creativity, and its continuing efforts to enhance cooperation between the government and private sectors in a way that serves the media industry and ensures opportunities for its prosperity, including formulating… Policies and building qualitative and constructive partnerships.

Her Excellency touched on the efforts made by the Dubai Media Council under the leadership and directives of His Highness Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, Second Deputy Ruler of Dubai and Chairman of the Dubai Media Council, through an integrated strategy and a multi-track work mechanism with the aim of confirming the inspiring Dubai model as the capital of the creative economy, noting the importance of the advertising and marketing sector, as an important tributary within the media industry, and pointed to the council’s efforts to build effective bridges of cooperation between the government and private sectors to enhance the opportunities for growth and development of this field.

Her Excellency said: “The world is dominated by a feeling of uncertainty… However, this is not the case in the UAE… We have overcome this in stages thanks to ambitious leadership and a vision that believes that the future can only be created with creativity, innovation and knowledge… This pioneering thought was clearly expressed by the Dubai Economic Agenda D33, which aims to strengthen Dubai’s position among the top three economic cities in the world.”

She explained that marketing has become an art that has transcended its old concept and has become largely dependent on the ability to deliver the message through successful and influential narratives, noting that the emergence of new technologies, the most important of which is artificial intelligence, has had a major impact in the field of marketing, as it contributes to measuring the extent of the impact of advertising and the effectiveness of campaigns, and even providing in-depth insights into the extent of the response of the receiving audience.

Nihal Badri concluded by emphasizing that whoever works in the field of marketing in the future must combine technological knowledge, human sense, global vision, authenticity, and connection to the roots, stressing that marketing is capable of building trust, inspiring progress, and forming a positive view of the world around our region.

Dubai Media Incorporated participated in a panel discussion during the event, which was organized in partnership with the “Advertisers Working Group” as part of its keenness to promote a serious and fruitful discussion that contributes to shaping the future of marketing and advertising businesses. The symposium was titled “Responsible Advertising in the Gulf Region.” The symposium reviewed the rules of transparency and responsibility in advertising and marketing operations, and ways to improve professional practices in a manner that keeps pace with global progress and rapid technological development.

The Foundation also participated in a number of sessions in which the discussion focused on innovation in the media field, the elements of developing creative work environments, the production of competitive content, and the role of the media in supporting future economic goals.

Participants in the symposium unanimously agreed on the pivotal role that Dubai plays as a leading center for media creativity and digital content production, and a preferred destination for creative talents in various fields, including the field of advertising and marketing, noting the efforts of the Dubai Media Council and the roles it undertakes that would advance the media industry in the emirate and organize its activities in a way that ensures it greater success and prosperity.

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