Marketing leaders and rising talent from across Saudi Arabia are set to gather at Beast House in Diriyah on November 17 for two high-impact sessions designed to explore strategy, innovation, and measurable marketing effectiveness.
Hosted by Publicis Groupe in collaboration with NordStella and Effie Awards MENA, the forum features two parallel tracks, the KSA Senior Marketers’ Effectiveness Thinklab and the KSA Young Marketers’ Effectiveness Masterclass, offering participants practical insights and tools to build campaigns that inspire, convert, and deliver real results.
The Senior Marketers ThinkLab is tailored for senior brand leaders that will examine brand impact, precision-driven marketing, and the evolving expectations of modern campaigns. Speakers include Hamza Jeddawi, Chief Experience Development Officer at the Saudi Tourism Authority, Mohammed Jifri, Chief Marketing Officer at Hungerstation, Mohammed R. Abaalkheil, VP Corporate Relations at STC, and Rebecca Cousins, Chief of Outreach and Global Communications at the Digital Cooperation Organization.
The ThinkLab opens with the keynote A.I.RCHETYPES: When Human Imagination Meets Artificial Intelligence, led by Tahaab Rais, Group Chief Strategy Officer and Film Director at Publicis Groupe. This session introduces a new ideation approach focused on strategic archetypes that help brands think beyond automation toward augmentation. Attendees will explore how AI can amplify intuition, predict human behavior, personalize experiences, and tackle marketing challenges that humans alone might not see.
Following the keynote, a panel on Precision in Practice: Building Brand Equity Through Measurable Marketing will showcase how senior marketers use data, segmentation, and performance strategies to turn national initiatives and GIGA-scale opportunities into campaigns that deliver measurable impact.
The day concludes with a fireside chat titled, ‘The Creative Legacy: Measuring the Emotional Impact of Big Ideas’, featuring Fizo Younis from Publicis Groupe Middle East and Arifa Hussain, RTD Growth Officer at Nestlé MENA, discussing how creativity drives emotional connection, public sentiment, and lasting brand value.
Running alongside this is the Young Marketers Effectiveness Masterclass, a dynamic three-hour workshop aimed at early-career professionals in marketing, digital, brand, product, creative, and strategy roles. Also led by Rais, attendees will learn to craft effective creative briefs, measure campaign performance, and test their skills in a live brief challenge with peer feedback. Participants will receive a certificate of effectiveness, adding practical value to their professional development.
Both sessions offer a unique opportunity for hands-on learning and cross-industry exchange.
Registrations are now open:
KSA Senior Marketers’ Effectiveness Thinklab: https://menaeffie.com/ksa-senior-marketers-effectiveness-thinklab/#
KSA Young Marketers’ Effectiveness Masterclass: https://menaeffie.com/ksa-young-marketers-effectiveness-masterclass/
