• Transform magazine
  • February 20, 2018


2018 Middle East Brand Summit


2018 Middle East Brand Summit

2018 Middle East Brand Summit



Registration and breakfast


Welcome and opening address

Andrew Thomas
publishing editor
Transform magazine


Keynote address



The enduring appeal of purposeful branding

Purposeful branding has the power to change the commercial dynamics of brands. Brands and their leaders are tapping into this growing trend by rediscovering and articulating their core values. We will hear from companies putting purpose at the forefront of their brand strategies.

In this session, delegates can expect to hear different perspectives on purposeful branding and ideas on how it can be cascaded internally throughout an organisation and shared externally with key stakeholders.

SNC atkins logo.jpg

Dale Potts
marketing and communications director
Atkins Global


Transform Tales: The Aljazera story

The conference will be punctuated with
a series of short sessions in which
delegates will be taken on a brand’s transformation journey.

Our first journey follows Fitch’s award-winning work with the supermarket Aljazera. Fitch designed a new brand for the chain that reflected the businesses new emphasis on fresh food, representing the diversity and boldness of Saudi food culture to local communities, working around the key message of ‘Unlock Fresh Flavours’. Fitch’s design director Jimmy Kmeid will guide delegates through the strategy.               

FITCH logo.jpg

Jimmy Kmeid
design director


The rise of multi-sensory brand experiences

A visual brand identity isn’t
enough in a multi-sensory world. An organisation needs to think about
its audio brand identity, its olfactory brand
identity, its overall brand experience and beyond.
With this, a new scientific approach has emerged that
attempts to understand how the different
senses work together in brand development.

During this session, sector experts will share their wisdom on creating a memorable brand experience.

BRF logo.jpg

Zeinab Stapic
consumer insight manager MENA + SEA


Coffee break




Different strokes: changing localities around the world

Changing demographics around the world has led to new challenges in the localisation of multinational brands. Ensuring branding and marketing is culturally appropriate can be the make or break for brands. Even huge multinational companies can suffer if they refuse to adapt their brand strategy to reflect the country they are in.

This session explores how some companies have risen to those challenges.

Melanie Raymer
marketing and communications manager


Transform Tales

The conference will be punctuated with
a series of short sessions in which
delegates will be taken on a brand’s
transformation journey.

Dee Murphy
partner - managing director


Networking lunch



Roundtable discussion

These breakout sessions will give delegates the opportunity to discuss their own approaches to branding, while learning from their peers. With five topics to choose from, each table will be chaired by an industry-leading agency representative.

Ellae Creative logo.jpg

Noella Ekezie
Ellae Creative


Transform Tales

The conference will be punctuated with a series of short sessions in which delegates will be taken on a brand’s transformation journey.


Location, location, location: the art of place branding

In a globalised world, places increasingly vie for attention. In such a highly competitive environment, place branding can help by building competitive identity to influence perceived images in relevant markets.

During this session, experts successfully using place branding will explore how brand equity can be built up when underwritten with the identity of the nation, region, local area or city its linked with.


Coffee break


Who are the Middle East's Millennials, and how can brands target them?

HSBC’s recent report shows that the Middle East is home to the highestproportion of Millennial entrepreneurs in the world. With 63% of business owners in MENA under 35, and 40% of the consumer population consisting of 18-35 year olds, Millennials are a force to be reckoned with, both as content creators and consumers. How can brands best appeal to this powerful demographic?



Conference round up and finish

Andrew Thomas
publishing editor
Transform magazine


Transform Awards Middle East North Africa ceremony

Tables and tickets are available to this glittering awards ceremony.

To book your place and to find out more, www.transformmagazine.net/awards/mena/ 

When & where

...and many more.

Book your ticket to join your peers, participate in the discussion, learn from the experts and head back to the office with new ideas and inspirations for your brand's communications and marketing. 

The first ten charity, NGO or not for profit companies to book will get a free ticket. These are available on the Eventbrite booking page and are first come first served. Only one free ticket per organisation. After this charities, NGOs and NFPs can book for $125 per place.


If you are interested in sponsoring and showcasing your brand the Middle East Brand Summit please email Andrew ThomasBespoke packages are available. 

Supporting Partners

If you are interested in being a supporting partner or would like a press pass to cover the Middle East Brand Summit please email Michelle Kibble