• Transform magazine
  • July 31, 2021



The judges

The panel and the judging process.

The judging panel for the Transform Awards MEA 2022 is composed of branding and communication experts from the Middle East and Africa region. We purposely look for a panel that has experience and knowledge of branding, marketing, corporate communications and advertising from various industries in order to provide a wider perspective.

The scoring is done on a points system and the judges score anonymously. The judging system we operate is one which is fair, if a judge has entered into a specific category, they will be exempt from reviewing that area in which they are competing to avoid bias. We also provide detailed feedback on submitted work which often proves highly useful.

Winners are determined by the scores they receive and only entries that score high enough marks will be shortlisted and awarded with trophies.

In 2022, we will welcome the winning agencies and companies of the 2021 'Best overall visual identity' and 'Grand Prix' accolade to judge the awards.

If you are an in-house professional, are interested and believe you have the necessary background to be a judge for the Transform Awards MEA 2022, please email Michelle Manton. ----------------------------------------------------------------------------------------------------------------------------------------------

Below you can view the judging panel for the Transform Awards MEA 2021.

Mohamed Aboramadan
Head of brand marketing - MENA

Mohamed is an experienced and award-winning marketing director with over 15 years of rich experience across categories and consumers in multiple geographies. He has worked across the corporate marketing and agency on leading global and regional brands across categories and produced a wealth of effective, internationally awarded work. Mohamed has won awards at the Clio, Dubai Lynx, Loeries and AD Stars, to name a few.

Melissa Bayik
Head of brand

Melissa Bayik is Head of Brand at Arada, where she oversees all brands from both a design and strategic perspective. Her current responsibilities include helping Aljada, Sharjah’s new AED24 billion lifestyle destination, redefine what it means to be a mass premium experiential brand for everyone in the UAE and beyond.

Prior to working at Arada, Melissa worked with Meraas to develop the new corporate and destination brands of the holding group during its transformational brand change.

With over 14 years’ experience, Melissa has worked with leading international design consultancies, and also owned and led a small Dubai-based design practice. She has been involved with a range of regional branding projects across most sectors including financial services, energy, shipping, trading, hospitality, petrochemicals, destination and real estate, and has worked with brands as varied as Majid Al Futtaim, Fawaz Al Hokair, Al Hilal Bank, ADPC (Abu Dhabi Ports Company) and more.

Melissa is passionate about design and education; and their power to transform things at a large scale. 

Christopher Joshua Benton
Artist & Creative Director

Christopher Joshua Benton is a Dubai-based artist and advertising creative director working across photography, film, and installation art. He has worked as an image-maker for brands, musicians, and governments, directing TV commercials, campaigns and photoshoots. Clients have included Huawei, Condé Nast, and the NFL. His immersive installations have been exhibited in museums and design fairs alike including Jameel Arts Centre and Dubai Design Week, and featured in magazines like Vice Arabia, Dezeen, and Campaign.

Peter Brun
Chief Communications Officer
VFS Global

Ibiyinka Dada
Digital Marketing Manager

Ibiyinka Dada is a Digital Marketing Specialist and an entrepreneur. She is currently the Digital Media Manager for the second biggest Telco in Nigeria, leading all digital strategy and execution at Airtel. Before taking the reins at Airtel, Ibiyinka across multiple industries, proffering Digital Marketing solutions for leading brands including MTN, Unilever, Samsung and Carbon, recording wins every step of the way.

When she's not working, Ibiyinka explores the world through books and travel.

Mariagrazia De Angelis
General Manager, ME

Landor&Fitch join the 2021 judging panel, as the winners of the 2020 Grand Prix award.

Ken Feather
Chief Marketing Officer
TGT Diagnostics

Ken is Chief Marketing Officer of TGT Diagnostics, last-year’s multi-award winning Gold entry in the 2020 MEA Transform Awards. He has spent most of his career developing and managing brands on the ‘client side’, working with multiple agencies and his own team to create and launch several successful B2B brands.

Ken’s career began over thirty years ago as an Engineer with the market-leading oilfield technology firm ‘Schlumberger’, where he progressed to marketing leadership roles in a diverse range of product lines and markets spanning Europe, Africa, the Middle East and Asia Pacific. Prior to joining TGT, Ken collaborated with multiple agencies to develop and launch several successful brands in the energy sector, including another Gold Transform Award winner, the corporate rebrand of ‘Archer’.

Driven by a devotion to proper brand management, Ken learned his brand craft ‘on the job’ and from working with brand specialists at top European brand agencies such as Roundel, One Brand Group, Brand Matters, Hundred Brands, Morning, Emberson, and Handsome Brands. More recently, Ken completed the ‘Mini-MBA Brand Management’, earning a ‘distinction’ in this MBA-level programme developed and delivered by the internationally recognised brand and marketing guru, Mark Ritson.


Born in Liverpool, UK, Ken graduated from the University of Salford with a first-class honours degree in Electrical and Electronic Engineering. He is a Chartered Engineer and a Fellow of the UK’s Chartered Institute of Marketing.




Farah Gamal
Senior designer
Superunion Berlin

Farah has a deep expertise in branding in the Middle East having worked in multiple markets in the region, including Saudi Arabia, Dubai, Qatar, Oman and Egypt. She earned a degree in Visual communication from the American University in Dubai, with a concentration in graphic design. Having joined Superunion seven years ago she has been involved in a number of diverse branding projects for clients including: Vodafone, HSBC, Eurex, ila and Franklin Templeton.

Being a bilingual designer, her main focus is building multicultural brands and designing creative solutions for projects that are implemented across the region. Not just interested in design for today and tomorrow, she also loves history of design. When travelling, she is always fascinated by the generations of old shops and businesses, where even the smallest store has its own dignity and sense of pride.

She remains creatively active, far beyond the job; she is regularly invited by AUD, her alma mater, to serve as a guest juror, part of an A-list panel, offering students close feedback and share insights from the industry.


Superunion join the 2021 judging panel, as the winners of the 2020 'Best overall visual identity' award.

Ozlem Karacaoglu
Head of Marketing - Sirocco Heineken
The Heineken Company

Having a diversified background, Ozlem Karacaoglu has 15 years of marketing & sales experience in different industries covering North America, Europe, CIS, MENAT and GCC. Being an innovation fan,  she led the team developing a patent called ‘Magic Branding’ which provides enhanced brand visibility at the point of sale in 2013; this innovation is still being used by top multinationals today. She has several certificates in beer, wine, whisky trainings and tastings. Although currently working in beer, her personal passion is single malt whisky and her ambition is to create craft single malt of her own. Ozlem holds a master degree in marketing and she is a mother of 11-years old son.

Mais Kawar
Marketing & Communications Manager – Logistics District
Dubai South

Mais joined Dubai South (Dubai World Central) in March 2013 as its Marketing Manager. Kawar and her team are responsible for all corporate marketing and branding development and management, making sure that all relevant activities are aligned with the business goals and objectives set for Dubai South Free Zone and the Logistics District.

She has brought to the organization her vast experience of successfully delivering B2B marketing and communication strategies across multiple markets. Being a highly creative and enthusiastic professional, Kawar, who has passion for building fantastic brands, excels in executing marketing strategies that deliver exceptional results.

Prior to joining Dubai South (DWC), she was the Regional Marketing Specialist of Azadea General Investment Co. Ltd. – Dubai, UAE. She is also the former Senior Marketing Specialist of Azadea General Investment Co. Ltd. – Amman, Jordan. Additionally, Kawar held various positions in leading international hotels in Jordan, including Marriott Hotel, Intercontinental Hotel, and Sheraton Hotel.

Kawar earned her M. Sc in Business Administration (MBA) - Focus on Marketing from New York Institute of Technology, Amman, Jordan, and her B.A. in Hotel and Tourism Management from Amman Ahlia University also in Jordan. She holds an International Baccalaureate Diploma as well given by Amman Baccalaureate School in Jordan.

Steve Keller
Sonic Strategy Director

Steve Keller is Sonic Strategy Director for Pandora, the largest streaming music platform in the US. He is recognized as one of the world’s leading experts in the field of audio branding, blending art and science into award winning audio strategies and creative content for a variety of global agencies and brands. With a degree in psychology and over 30 years of experiencing the music and advertising industries, Steve’s work explores the ways music and sound impact consumer perception and behavior. Recent experiments have examine the relationship between sound and taste, the existence of audio archetypes, and how bias impact the aesthetic judgements of advertising professionals. He is the recipient of the iHeartMedia Scholarship for Leadership in Audio Innovation, and is currently completing an Executive MBA through the Berlin School of Creative Leadership, focused on how brands can more effectively measure and predict returns on audio investments. 

Qasim Khan
Head of Brand Management
Toyota UAE

A veteran of global automobile industry who, after completing his Masters Degree in Management from  England, started his career in Pakistan in 1991. His global mindset enabled him move overseas and progressed his international career in diverse geographies and brands that included cross functional assignments in Middle East & Africa, Russia, South Korea and United States with world's best-known automotive manufacturers General Motors Company, Nissan Motor Corporation and automotive distributors including Head of Brand Management at Al Futtaim Motors Toyota. 

The wide diversity of brands managed across various regions included Cadillac, Chevrolet, GMC, Opel, Daewoo, Nissan and Toyota.  

This has enabled him to look at 360 degree view of a brand performance and the levers that enable success in the market place. 

Antony Lawrence
Executive director - marketing
Dubai Holding

Antony has had a career spanning three decades of branding from both the service and client side. After graduating from St Martins School of Art in London, he worked for a number of advertising and Design agencies before establishing his own boutique branding consultancy that specialized in Luxury, Lifestyle, Travel and Hospitality.

He arrived on the scene in Dubai in 2005 as the Group Director of Marketing with Jumeirah and was formative in the re-brand of the global luxury hospitality Group. In 2009 he transferred to Abu Dhabi, and TDIC, as Director of Special Projects and enjoyed a diverse portfolio of projects from hotels, museums, real estate, education and sport.

After six years as the managing Director of latitude Agency, Dubai, and a proud winner of the Transform “Best Regional Brand” category he returned to client side as the Executive Director of Marketing at Dubai Holding.

“This really is a job where I wake up every morning and feel inspired and driven to do something both challenging and surprising for both myself and Dubai.  My dream is to leave a true legacy for this wonderful city that I call my home, and in the words of our company slogan: For the Good of Tomorrow

Oleg Nesterenko
Marketing Director

Online media expert, turnaround executive, and entrepreneur (CPO, CMO, CEO) who, for the last ten years, built success stories for the most prominent premium video streaming services in MENA, Eastern Europe, CIS markets, and their diaspora all over the world. Created brands and products that became undisputed regional leaders serving nowadays more than 80 mln users combined, like Shahid by MBC Group, MEGOGO, Viasat, Volia, Kyivstar etc.

Sharif Raisin-Hauvespre
Head of marketing and communications
Eltizam Asset Management Group

Sharif is the Head of marketing and communications at Eltizam Asset Management Group. Sharif has spent 15 years working across  B2B and B2C communications in industries such as asset management, property, facilities management, financial services, sustainability, engineering, construction and investment.

Sharif holds an MBA from the University of Atlanta, USA, and has completed several other courses in business leadership and marketing at London Business School, Insead, Paris and Heriot-Watt University.

Sujid Rehman
Branding and Marketing Specialist
Qatar Olympic Committee

With over 12 years of experience, Sujid has played a key role in communications, managing multiple clients and managing engaging and effective branding and marketing campaigns. 

He was appointed as Head of Branding for two World Championships: AIBA World Boxing Championships Doha 2015 and the 48th Artistic Gymnastics World Championships Doha 2018.

In 2016 he was selected to serve as a subject matter expert, speaker and panellist for the Transform Middle East Brand Summit. Sujid was a key member of two award-winning branding teams: The 24th Men’s Handball World Championship Qatar 2015 (Gold) and the AIBA World Boxing Championships Doha 2015 (Bronze).

Cornelius Ringe

Dr. Cornelius Ringe studied business administration with a major in advertising psychology and gained his PhD at the institute for Music and Media Science at the Humboldt University in
Berlin. Since 2005 he has been working for international brands as a brand sound consultant. In 2009, Cornelius founded the Audio Branding Academy which presents the International Sound Awards annually.
Since 2013 he was responsible for business development at the Hamburg/Berlin based sound agency WESOUND before he was appointed managing partner in 2017. WESOUND advises,
develops and designs brands, among them BAYER, DFL, ADNOC, EHF, Aldi Suisse, Manner, Seat, Cornelsen und and Covestro, by synchronizing their acoustic representation with the company’s respective strategic objectives and sharpening the brand conception as a whole.
Cornelius Ringe is author and editor of several trade publications.

Alexander Wodrich
Managing director
why do birds

Fatema Yusuf
Group Head of Corporate Communications
Bank ABC

Fatema Yusuf is the Group Head of Corporate Communications for Bank ABC, MENA’s leading international bank, with a strong network across 5 continents and 15 countries.

Fatema is a seasoned strategic communications leader, with a proven track record of delivering and managing award-winning brands and communication campaigns in the financial sector. She has demonstrated expertise in crisis management and communication, marketing and public relations, events, brand strategy, digital media, CSR, employee engagement, corporate and financial communications throughout her career.

In her current role, Fatema has led branding, communications and marketing for Bank ABC’s new digital bank “ila” from inception to launch, along with the launch of the Bank’s first digital employee, “Fatema”. ila Bank won the ‘Best Overall Visual Identity’ title at the prestigious Transform Awards MEA 2020. She also played an instrumental role in Bank ABC’s rebranding project and managed the successful rollout of the new brand across 15 countries.

Since 2017, Fatema has successfully organised the annual Middle East and Africa FinTech Forum, dubbed as the “Davos of FinTech,” inviting international thought leaders and luminaries, including Central Bank Governors, financial industry C-suite, FinTech newsmakers, start-ups and innovators.


Align your brand with this global celebration honouring brand development and rebranding.

We have a number of sponsorship options available to you. Call us to find out more. 

Andrew Thomas, publisher of Transform magazine and founder of the Transform Awards

email: athomas@transformmagazine.net

call: +44 (0)20 3950 5356

Supporting Partners

If you are interested in being a supporting partner for the Transform Awards MEA please email athomas@transformmagazine.net