Latest news with #WeberShandwickMENAT
Time of India
a day ago
- Entertainment
- Time of India
Influencers rank UAE as top destination for content creation in MENA
"The UAE leads as the top choice for MENA content creators, with influencers praising its creative energy, global reach, and nonstop opportunities/Representative Image The UAE has emerged as the top destination for content creators in the MENA region, with 45% of surveyed influencers naming it their country of choice, according to the newly released InfluAnswer Arabia report by Weber Shandwick MENAT. The study, now in its second edition, highlights how content creators view the GCC region as a hub for transformation, particularly in tourism and entertainment. The UAE's lead is followed by Saudi Arabia at 26% and Lebanon at 10%, reinforcing the Gulf's position as a driving force in regional content and influencer ecosystems. Why Creators Choose the UAE Influencers across the region view the UAE as a global creative hotspot that offers continuous opportunities for content. Speaking with local news outlet Khaleej Times, Abu Dhabi-based influencer Jacquelyn May, who has over 93,000 Instagram followers, said the country's appeal is deeply personal. 'I live in Abu Dhabi and truly love it. After spending nine years in the UAE, I can confidently say that both Dubai and the country as a whole are among the best places in the world to live.' 'That's why working to promote the city and country I call home is something I'm genuinely passionate about.' by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Rapidly build dynamic web experiences with preconfigured solutions - Google Cloud: Future of Infrastructure CIO | Google Cloud, AMD Undo She described the content scene in Dubai as a creative melting pot. 'There's beauty everywhere, and it's incredibly photogenic. You meet people from all over the world and get to explore different aspects of content that appeal to a wide range of audiences.' Even during the summer, May noted the UAE remains content-friendly. 'Whether it's spending time at Aquaventure, relaxing on the beach, or going night swimming, the city constantly offers new opportunities for content creation. It's a stark contrast to my time in Canada, where eight months of snow often meant staying indoors.' She also highlighted the importance of authenticity. 'My audience is largely based in Saudi Arabia and the UAE, so while I keep an eye on trends, I always ensure that my content reflects who I am and resonates with my community.' Regional Momentum and Market Growth The GCC region is not only attracting creators but also seeing exponential growth in the travel and tourism sectors. According to Danielle Curtis, Exhibition Director ME at Arabian Travel Market: 'Travel growth in the Middle East is incredibly strong, with annual growth averaging more than 7 per cent through 2030. Bold national visions, game-changing developments, and enhanced connectivity are some of the key factors driving this momentum.' The report also notes a trend toward long-form content. While short-form remains dominant, more creators are producing deeper, storytelling-focused content. Additionally, 60% of creators posted more frequently in the past year about social or personal causes, reflecting a shift toward values-driven content. May pointed out that many influencers who move from countries like the UK or Australia often tailor content to their home audiences. However, she has fully aligned her work with the GCC region: 'My niche is very much focused on the GCC, especially Saudi Arabia and the UAE. My audience and identity as a MENA creator are deeply rooted in this region.' Growing Role of AI and Evolving Creator Values The report shows a sharp rise in positive sentiment toward AI tools among creators. In 2024, only 29% of MENA influencers had a positive view of AI. That number has now climbed to 49%, as creators increasingly adopt automation and analytics to support their work. Key findings on AI usage: 63% believe AI will deliver more advanced tools and metrics Creators are using AI to automate repetitive tasks and free up time for storytelling and creative focus Ziad Hasbani, Regional CEO of Weber Shandwick MENAT, said: 'MENA's influencer landscape continues to mature, and despite increased competition, content creators are growing in confidence. The themes driving optimism centre around authenticity, community-building, and strategic diversification.' 'This year's report gives brands a clearer lens into what creators value and how to build partnerships that are authentic, impactful, effective, and built to last.'
Web Release
6 days ago
- Business
- Web Release
77% of MENA content creators say GCC is leading positive transformation in tourism & entertainment
Weber Shandwick MENAT has launched the second edition of InfluAnswer Arabia, a report informed by the perspectives of content creators, that delves into the MENA region's evolving landscape of influencer marketing. The report also explores regional dynamics through the lens of its influencers, highlighting which countries they believe are spearheading positive transformation in specific sectors. While personal belief in a brand is still the most important factor for creators choosing a brand to work with, brand reputation entered the top three factors for the first time – overtaking even monetary value. This marks a clear shift from last year, reflecting how creators are thinking more critically about the public perception, values, and credibility of the brands they associate with. Other insights from the report include: Real-life experiences and brand connections With time and physical presence at a premium, creators say events must deliver something beyond the ordinary. Nearly two-thirds (63%) say a VIP experience is important – a significant jump from 51% last year. However, the most important goal when considering attending an event is still the connection with the brand – and this sentiment is growing even stronger for creators, from 66% last year to 80% this year. Positive about AI, concerned about deepfakes Positive sentiment toward AI tools has soared as influencers move beyond neutrality into practical implementation and wider experimentation. Almost half (49%) of MENA creators is positive about the use of AI – up from just 29% last year. Digital creators say the top impact of AI will be the introduction of more advanced tools and analytics (63%), allowing them to automate repetitive tasks and focus more on storytelling. Despite enthusiasm, there is concern about deepfakes, which ranked third (41%) in the most prominent impacts of AI. 'MENA's influencer landscape continues to mature, and despite increased competition, content creators are growing in confidence. The themes that are driving optimism and progress centre around authenticity, community-building, and strategic diversification in terms of platforms, content types, and monetisation. This year's report gives brands a clearer lens into what creators value, and how to build partnerships that are authentic, impactful, effective, and built to last,' says Ziad Hasbani, Regional CEO, Weber Shandwick MENAT. At the report's launch event, leading industry figures from Snap, TikTok, and Boehringer Ingelheim joined established regional creators Abdullah Raesi, Emkwan and Safa Srour to discuss the insights and themes impacting the growth and advancement in this dynamic field. 'This year's findings highlight a deeper shift – towards embracing AI implementation, prioritizing real-world connection, and exploring additional content formats. The best collaborations aren't just transactional; they're built on shared experiences, mutual respect, and brand purpose. As the line between content and community continues to blur, brands that invest in meaningful engagement will stand out,' added Ghaleb Zeidan, Regional Managing Director, Weber Shandwick MENAT. Friendly Gulf competition While the friendly competition between the ambitions of some Gulf countries can be seen in the many initiatives of their national visions, such as landmark firsts and business incentives, it's interesting to see signs of this good-natured rivalry and loyalty spill over into the content creator landscape. Influencers say positive transformation is happening in many sectors, 77% of MENA content creators believe GCC countries are leading positive transformation in the tourism and entertainment industry: 45% say it's UAE, 26% selected Saudi Arabia, and 10% chose Lebanon. Podcasts and purpose proliferate While short-form content continues to dominate, long-form content is growing in prominence. Many creators are experimenting with lengthy, in-depth content types that allow for more personal storytelling and authentic expression. Nearly half (48%) are considering exploring opportunities around podcasting, and 11% say podcasting is already a key component of their content strategy. Additionally, six in ten MENA creators say that they posted more in the past year about causes they care personally care about. As the demand for thoughtful, values-aligned partnership grows within the marketing communications industry, InfluAnswer Arabia 2025 offers key insights for brands seeking effective collaborations that can enliven their brand narratives and enable deeper connections with audiences. Weber Shandwick MENAT, a leading earned-first PR and communications agency, supports clients throughout the region – including Abu Dhabi, Doha, Dubai, Kuwait, Riyadh, and beyond – in cultivating meaningful, market-relevant connections with the creator community. For more insights and to view the full InfluAnswer Arabia 2025 report, please click here.
Web Release
26-06-2025
- Business
- Web Release
Second InfluAnswer Arabia report finds real-life experiences key to brand-influencer connections
Weber Shandwick MENAT has launched the second edition of InfluAnswer Arabia, a report informed by the perspectives of content creators, that delves into the MENA region's evolving landscape of influencer marketing. The report also explores regional dynamics through the lens of its influencers, highlighting which countries they believe are spearheading positive transformation in specific sectors. While personal belief in a brand is still the most important factor for creators choosing a brand to work with, brand reputation entered the top three factors for the first time – overtaking even monetary value. This marks a clear shift from last year, reflecting how creators are thinking more critically about the public perception, values, and credibility of the brands they associate with. Other insights from the report include: Real-life experiences and brand connections With time and physical presence at a premium, creators say events must deliver something beyond the ordinary. Nearly two-thirds (63%) say a VIP experience is important – a significant jump from 51% last year. However, the most important goal when considering attending an event is still the connection with the brand – and this sentiment is growing even stronger for creators, from 66% last year to 80% this year. Positive about AI, concerned about deepfakes Positive sentiment toward AI tools has soared as influencers move beyond neutrality into practical implementation and wider experimentation. Almost half (49%) of MENA creators is positive about the use of AI – up from just 29% last year. Digital creators say the top impact of AI will be the introduction of more advanced tools and analytics (63%), allowing them to automate repetitive tasks and focus more on storytelling. Despite enthusiasm, there is concern about deepfakes, which ranked third (41%) in the most prominent impacts of AI. 'MENA's influencer landscape continues to mature, and despite increased competition, content creators are growing in confidence. The themes that are driving optimism and progress centre around authenticity, community-building, and strategic diversification in terms of platforms, content types, and monetisation. This year's report gives brands a clearer lens into what creators value, and how to build partnerships that are authentic, impactful, effective, and built to last,' says Ziad Hasbani, Regional CEO, Weber Shandwick MENAT. At the report's launch event, leading industry figures from Snap, TikTok, and Boehringer Ingelheim joined established regional creators Abdullah Raesi, Emkwan and Safa Srour to discuss the insights and themes impacting the growth and advancement in this dynamic field. 'This year's findings highlight a deeper shift – towards embracing AI implementation, prioritizing real-world connection, and exploring additional content formats. The best collaborations aren't just transactional; they're built on shared experiences, mutual respect, and brand purpose. As the line between content and community continues to blur, brands that invest in meaningful engagement will stand out,' added Ghaleb Zeidan, Regional Managing Director, Weber Shandwick MENAT. Friendly Gulf competition While the friendly competition between the ambitions of some Gulf countries can be seen in the many initiatives of their national visions, such as landmark firsts and business incentives, it's interesting to see signs of this good-natured rivalry and loyalty spill over into the content creator landscape. Influencers say positive transformation is happening in many sectors, 77% of MENA content creators believe GCC countries are leading positive transformation in the tourism and entertainment industry: 45% say it's UAE, 26% selected Saudi Arabia, and 10% chose Lebanon. Podcasts and purpose proliferate While short-form content continues to dominate, long-form content is growing in prominence. Many creators are experimenting with lengthy, in-depth content types that allow for more personal storytelling and authentic expression. Nearly half (48%) are considering exploring opportunities around podcasting, and 11% say podcasting is already a key component of their content strategy. Additionally, six in ten MENA creators say that they posted more in the past year about causes they care personally care about. As the demand for thoughtful, values-aligned partnership grows within the marketing communications industry, InfluAnswer Arabia 2025 offers key insights for brands seeking effective collaborations that can enliven their brand narratives and enable deeper connections with audiences. Weber Shandwick MENAT, a leading earned-first PR and communications agency, supports clients throughout the region – including Abu Dhabi, Doha, Dubai, Kuwait, Riyadh, and beyond – in cultivating meaningful, market-relevant connections with the creator community. For more insights and to view the full InfluAnswer Arabia 2025 report, please click here.
Campaign ME
27-05-2025
- Entertainment
- Campaign ME
Behind-the-scenes: How Miral orchestrated ‘a decoy' before a dazzling Disney reveal
Miral and The Walt Disney Company have revealed key details about how they strategically orchestrated the unveiling of the first Disney theme park resort in the Middle East and Africa region through close collaboration with Momentum Dubai, Initiative MENAT, Weber Shandwick MENAT, HQ Worldwide Shows (HQWS) and Dejavu UAE – marking one of the most ambitious and high-profile integrated campaign launches the region has seen to date. Under a strict veil of confidentiality, a 'decoy' campaign was executed in full across strategy, creative, production, media, communications and PR, which then culminated in the region's most magical reveal that captured the attention of the world, sparking a frenzy of excitement across channels and conversations. From inception to execution and amplification, the campaign was a masterclass in creative agility, stakeholder engagement and global scale. Badr Bourji, Senior Vice President Marketing at Miral Destinations, said, 'This was more than a launch – it was an incredible feat of integration that showed how great marketing collaboration can create magical outcomes. In welcoming Disney to Yas Island we knew we needed world-class partners who could move at the speed of ambition. Momentum, Initiative, and Weber Shandwick and HQWS brought vision, dedication and relentless commitment to every detail, turning a once-in-a-generation announcement into a global cultural moment.' Disney reveal: A 'decoy' and a dazzling drop PR to perfection Weber Shandwick MENAT secured the physical presence of 70 regional and global journalists in a room at the W Abu Dhabi, under the guise of a 'decoy' 15-year Yas Island celebration. Under strict confidentiality, the integrated agency team orchestrated a dual-track campaign that allowed media to preview the 15-year celebration of fireworks, before the dazzling drop of the real Disney theme park announcement went live at 4 PM on May 7, hitting media outlets almost immediately and outdoor placements just 40 minutes later. Weber Shandwick MENAT developed the communications, proactive reputation management and PR strategy – and engaged international, regional and local media outlets, More than 10,000 pieces of earned coverage were published in the first 48 hours, fueling the swell of social engagement. 'From a PR perspective, the challenge was real, the scale was massive, and the importance of getting it right was absolute,' said Ghaleb Zeidan, Regional Managing Director at Weber Shandwick MENAT. 'One of the toughest parts was getting journalists onsite without letting them in on the big hook it really was. Making that happen is a crucial part of what has made this such an outstanding success. For us it meant trusting our incredible team of people, tapping into media relationships built over years, identifying synergies across projects, and deploying deep expertise in reputation management. Once the foundation was laid, a sparkle of Disney's pixie dust brought the magic to life across the world.' On-ground experiential activation Bringing this vision to life on the ground was HQWS, the experiential agency entrusted with designing, producing, and delivering the three landmark events that framed the announcement. These included the Global Media Junket at W Abu Dhabi, the showstopping Night-Time Spectacular at Yas Links, and the official project announcement ceremony at the future Disney location, From scripting and storyboarding to audiovisual production, the HQWS show team worked in sync with ongoing pre-visualisation and animatics, ensuring every detail aligned with the creative vision. In parallel, its design teams fast-tracked planning and production, delivering technical drawings, visuals, and specifications for all physical and branding elements with precision and speed. 'It was an absolute honour to produce the series of magical events celebrating the announcement of Disney Abu Dhabi,' said Katie Veira, Founding Partner & Chief Creative Officer at HQWS. 'Together with Miral and Disney, we wove wonder into reality in just 15 days, highlighting the power of true creative collaboration.' The spectacular post-announcement public celebration event at Yas Links, featured a 9,000-drone show, fireworks, and live performances by pianist Lang Lang, Emirati singer Rashed Alnuaimi, West End star Kerry Ellis and soprano Sonya Balsara. The announcement drew A-list guests including Naomi Campbell, Tyrese Gibson, Nancy Ajram, Chiara Ferragni and Ed Westwick, alongside global media, dignitaries and entertainment industry leaders. View this post on Instagram A post shared by Yas Island جزيرة ياس (@yasisland) Creative strategy and media rollout Spearheading the creative strategy, Momentum Dubai crafted the platform of 'A Whole New World Awaits', creative assets, and the celebration event story – uniting every touchpoint from concept to launch event. 'This was one of the most intense, collaborative and rewarding campaigns we've delivered as a team,' said Raphael Nassoura, General Manager and Executive Creative Director at Momentum Dubai. 'Everyone, from agency to client, was in the trenches, solving in real time, aligning across creative, production, and strategy. To launch a project of this scale, under this timeline, is a testament to what's possible when there's full trust and alignment.' Premium OOH across landmark global sites and major digital platforms went live soon after the embargo lifted, courtesy of Initiative MENAT who engineered the media strategy, planning and buying across key global markets including the US, UK, and the GCC. Among the highlights was a first-ever brand livestream on Pubity, bringing the announcement to more than 40 million followers worldwide. 'In a project defined by complete confidentiality and high-pressure timelines, our team rose to the occasion with focus, resilience, and a shared belief in the region's vision,' said Lara Arbid, CEO of Initiative MENAT and Magna Global MENA. Arbid added, 'This launch wasn't just about media placement for us, it was about advancing the UAE's broader ambition and delivering on a moment of cultural significance with precision and purpose. We overcame material constraints, navigated tight timelines, and leveraged every connection, platform, and insight to ensure the region's biggest entertainment story landed with maximum impact. From OOH dominance to culturally attuned storytelling, we executed a fast, focused, and globally resonant multi-market rollout.' Dejavu UAE was the production house responsible for the final production of the Disney video rollout in partnership with Miral's Yas Island and The Walt Disney Company. All in all, the announcement sets the stage for Disney's seventh global theme park resort and its first in the Middle East and Africa. The waterfront resort in the UAE will be 'authentically Disney and distinctly Emirati', featuring signature attractions, themed accommodations, immersive retail and dining and storytelling that reflects both Disney's legacy and Abu Dhabi's cultural ambition. Upon completion, the new theme park resort on Yas Island will offer signature Disney entertainment, themed accommodation, unique dining and retail experiences, and storytelling in a way that celebrates both the heritage of Disney and the futuristic and cultural essence of Abu Dhabi. As the UAE continues to position itself as a global hub for culture and innovation, and Abu Dhabi cements its status as a world-class tourism destination, this launch became more than a media campaign; it reflected national ambition and regional potential. CREDITS: Client: Miral Destinations Creative agency: Momentum Dubai Media agency: Initiative MENAT PR agency: Weber Shandwick MENAT Experiential agency: HQ Worldwide Shows (HQWS) Production house: Dejavu UAE
