The Art of the possible - building knowledge, creativity and innovation in Mobile | MMA Global
  2. MMA Forum Dubai 2016
  3. The Art of the possible - building knowledge, creativity and innovation in Mobile

The Art of the possible - building knowledge, creativity and innovation in Mobile

Wednesday, October 5, 2016

8:15 AM – 9:15 AM

Registration & Networking Breakfast

9:15 AM – 9:30 AM

Opening & Welcoming Remarks

Chris Babayode
Managing Director EMEA
MMA

9:30am – 10:10am

Opening Keynote: Crafting Brands for Life in a Connected World

Asad ur Rehman
Director Media, North Africa & Middle East
Unilever

10:10am – 10:50am

Mobile Creativity Insights - Smarties Analysis: learning from the best

In this presentation, Bhomik will:

  • Identify the major mobile creativity trends which have differentiated Smarties award winners in the EMEA region
  • Illustrate these trends with regional examples
  • Provide practical evidence-based tips about how to elevate your mobile creativity from good to great
Bhomik Chandna
Head of Media & Digital Solutions
Millward Brown - MENAP

10:50am – 11:20am

Networking & Coffee Break

11:20am – 12:00pm

Panel: Creativity and Innovation in mobile Been there, done that, got the T-shirt: Industry Experts discuss the Art of the Possible

This session will cover:

  • What is the industry doing to ensure that it offers the best in class creative to brands?
  • What has worked well globally that has been and can be adapted for the MENA region?
  • The explosion of mobile video in the region, along with one of the highest mobile penetrations globally - how can the industry help brands communicate with audience through video?
  • Native - the mobile page is busy, users are getting used to ads. Native is seamless, non intrusive and effective - Why should brands use Native?
Andy Powell
Co-Founder & CEO
Conscious Media
Ziad Rahhal
Managing Director - MENA
Nimbuzz Messenger
Julien El Anati
Sales Director
DMS
Moderator
Alex Malouf
PRCA MENA BOARD MEMBER

11:20AM – 12:00 PM

Breakout Session

Trending Mobile-First Executions

Learn about the hottest mobile-first creative executions, with case studies from MENA

    What it is:
  • Demonstrating the latest advertising executions designed primarily for mobile, including vertical videos, fully native ads, and 360 videos.
    • What they will learn:
  • Maximising the impact of your mobile advertising campaigns by adopting mobile-first creatives
    • Key Take-aways:
  • The power of mobile-first creative executions, backed by case studies.
    Aladdin Abukhalaf
    Vice President, MENA
    NABD

    12:00pm – 12:40pm

    Unifying Chat, Social, Commerce and Ads - The Next Frontier for Brands and Advertisers

    Mobile messaging apps are the new face of social media. Research have shown that they are used almost nine times a day, five times the average for all mobile apps. As its users are loyal, and “always-on”, mobile messaging apps are becoming more top of mind for many brands and advertisers; and evolving into “eco-systems” rather than standalone messaging apps. While it is certain that companies such as Facebook, Twitter, Google and LinkedIn will be dominating the headlines for years to come, it is quite clear that the new faces of social media - “Dark Social” messaging services such as Line, WeChat and BBM are transforming the way consumers and brands interact.
    Matthew Talbot
    Chief Executive Officer
    BBM
    @talbot_mcj
    In Partnership With:

    12:40pm – 13:10pm

    How much should I be spending in mobile? - MMA SMoX Results

    The Mobile Marketing Association (MMA) launched an industry-wide research initiative called SMoX, aimed at quantifying the value of mobile in the mix and to provide fact based advice to help marketers maximise the impact of their mobile investment. Discover how you to too can maximise your mobile marketing spend.
    Chris Babayode
    Managing Director EMEA
    MMA

    13:10pm – 14:10pm

    Networking Lunch

    14:10pm – 14.50pm

    Post Lunch Keynote - The 3rd Era of Digital

    In an era of liquid customer expectations, the battleground is experience. In order to create experiences that meet new expectations, it’s vital to design & deliver services that offer magic. Kenneth Lindfors of Fjord defines this era as Living Services. This session will describe how brands will use the Internet of Things and powerful data analytics to create services that come to life; predicting and reacting to consumers’ changing needs and circumstances. In other words, branded services that are personalised and change in real-time for every individual wherever they are and whatever they are doing.
    Kenneth Lindfors
    Group Director ME
    Fjord, an Accenture Company

    14:50pm – 15:30pm

    Panel : Programmatic - the explosion of automated buying. Riding the wave- Industry Experts discuss the opportunities, what's available and what's next.

    This session will cover:

    • Programmatic buying has seen huge growth in ME, why is that? Why are some brands shifting budget, why are some not? When should programmatic be used.
    • What is the benefit to a brand buying automated versus managed?
    • The language of programmatic and why is that a challenge – let’s unravel.
    • Getting the best out of programmatic - picking the right exchanges and suppliers. What are the considerations?
    Mohamed Megahed
    Commercial Director
    ConnectAds
    Ayman Haydar
    CEO
    MMP Worldwide
    Joubran Abdul Khalek
    Director - Digital & Mobile,
    Starcom Middle East
    Moderator
    Alex Malouf
    PRCA MENA BOARD MEMBER

    15:30pm – 16:00pm

    Networking & Tea break

    16:00pm – 16:40pm

    Exploring and explaining the opportunities in mobile

    This session will cover:

    • Why mobile is important?
    • Engaging with consumers through mobile
    • Building mobile marketing strategies
    • Adapting creative processes with mobile in the mix
    • Taking advantage of mobiles strengths – for example location, data, video, messaging
    Artour Severinov
    Head E-Commerce & Distribution
    Dubai Parks and Resorts
    Eyed Zarea
    META Regional Media Director
    Mars Incorporated
    Moderator
    Mike Khouri
    CEO
    Tactical

    16:40pm – 17:20pm

    Closing Keynote - Music Entertainment in Play

    At the closing of the day, Anghami will reflect on the day’s insights, ideas, and inspirations to talk about the opportunities that mobile presents today. Rami will be sharing how Anghami leverages the capabilities of mobile to engage consumers, the scale of mobile to grow, and the influence of mobile to connect fans with their favorite artists and brands.
    Rami M. Zeidan
    Head of Marketing
    anghami

    17:20pm – 17:30pm

    Closing remarks

    Chris Babayode
    Managing Director EMEA
    MMA

    17:30pm – 19:00pm

    Cocktail reception

    Agenda

    Session topics from industry leaders on how mobile is building closer connections to consumers.

    Speakers

    Speakers and panelists include industry heavyweights from leading brands and technology enablers.

    Venue

    Relax and enjoy upscale accommodations.

    Register

    These events sell out fast. Secure your seat today.

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