• Transform magazine
  • May 25, 2024


Middle East Brand Summit


Middle East Brand Summit

Middle East Brand Summit



Registration and refreshments


Welcome and opening address


Andrew Thomas
publishing editor
Transform magazine


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.

Zayed University NOT HI RES.jpg

Ganga Dhanesh
assistant dean research and graduate studies
Zayed University

SNC atkins logo.jpg

Dale Potts
marketing and communications director

Asma Shabab
marketing & communications leader
Watson Internet of Things IBM Middle East, Africa & Turkey


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


Coffee break




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.


This session is sponsored by MassiveMusic

S P Jain Logo.png

Professor Christopher Abraham
CEO & sr vice president - institutional development
S P Jain School of Global Management

BRF logo.jpg

Zeinab Stapic
consumer insight manager MENA + SEA


Roscoe Williamson
head of branding & partner


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.

This session is sponsored by Greenspace

Medicus logo banner.jpg

Baher Al Hakim
co-founder & CEO


Lene Nielsen
managing director

Make a Wish foundation.JPG

Melanie Raymer
marketing and communications manager
Make-A-Wish Foundation


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.

Topics might include: 

  • Innovative brand strategies that adapt to emerging markets
  • Re-imagining the challenger spirit
  • Catalyzing brand evolution to adapt to consumer behaviour
  • Bridging gaps and offering integrated brand experiences
  • Creating memorable and compelling brand stories
  • Attitudinal influences and brand loyalty
  • Telling tales; the role of narrative and storytelling in brand strategy
  • Digital transformation
  • The art of brand differentiation 
  • Designing brand experiences in the age Of disruption


Ellae Creative logo.jpg

Noella Ekezie
Ellae Creative

Brand Lounge.jpg

Hasan Fadlallah
founder and CEO
Brand Lounge


Roscoe Williamson
head of branding


Transform Tales: The Nood 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 second journey follows JanesHarris’ award-winning work with the nut butter company Nood. JansenHarris’ creative partner Darien Harris will guide delegates through the strategy.  


Darien Harris
creative partner


Coffee break


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.


 What impact does rebranding have on the employer brand? 

A new vision and values. Companies rebrand for a variety of reasons; a new CEO, a new entrant into the market, a merger or acquisition, a changing economic landscape or maybe even a crisis. As a brand's identity changes, how can an employer ensure its new vision for the company's external stakeholders is understood and reflected by its internal audience?

<form action="https://www.paypal.com/cgi-bin/webscr" method="post" target="_top">
<input type="hidden" name="cmd" value="_s-xclick">
<input type="hidden" name="hosted_button_id" value="7Q3UWHQU9DBQW">
<tr><td><input type="hidden" name="on0" value="Tasting experiences">Tasting experiences</td></tr><tr><td><select name="os0">
<option value="One tasting experience £79.00 plus £7.99 postage (+VAT) =">One tasting experience £79.00 plus £7.99 postage (+VAT) = £104.39 GBP</option>
<option value="Two tasting experiences £158.00 plus £15.98 postage (+VAT) =">Two tasting experiences £158.00 plus £15.98 postage (+VAT) = £208.78 GBP</option>
<option value="Three tasting experiences £237.00 plus £23.97 postage (+VAT) =">Three tasting experiences £237.00 plus £23.97 postage (+VAT) = £313.17 GBP</option>
<option value="Four tasting experiences £316.00 plus £31.96 postage (+VAT)">Four tasting experiences £316.00 plus £31.96 postage (+VAT) £417.55 GBP</option>
</select> </td></tr>
<input type="hidden" name="currency_code" value="GBP">
<input type="image" src="https://www.paypalobjects.com/en_US/GB/i/btn/btn_buynowCC_LG.gif" border="0" name="submit" alt="PayPal – The safer, easier way to pay online!">
<img alt="" border="0" src="https://www.paypalobjects.com/en_GB/i/scr/pixel.gif" width="1" height="1">

L'oreal ME.jpg

Negin Cooper
head of talent acquisition & HR business partner


Sarah Jones
founder & CEO

Cleveland Clinic Abu Dhabi.jpg

Gavin Walford-Wright
executive director, talent acquisition & internal mobility
Cleveland Clinic Abu Dhabi


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


Date: Tuesday 8 May

Times: 0830 - 1630

Venue: St Regis Dubai, Al Habtoor City, Dubai


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