Below The Fold - Marketing & Advertising Show

Épisodes

• The AI Shift Every Marketer Needs to Understand with Lubna El Bannan 19.05.2026 45min

  What happens when AI stops being just a tool and becomes part of the entire marketing ecosystem? In this episode of Below the Fold, we sit down with Lubna El Bannan, Managing Director of PS Digital, for a deep dive into how brands are evolving through AI, automation, digital ecosystems, and performance marketing. With nearly two decades of experience across digital, PR, communication, and transformation, Lubna shares how brands can move beyond disconnected marketing efforts and start building integrated ecosystems that actually drive growth. From CRM integration and customer journeys to AI-powered workflows and profitability-focused media buying, this episode explores the future of agencies and modern marketing teams.
• Why Product Placement Is Underrated in MENA with Sarah Sikander 20.04.2026 35min

  How do brands become part of the story without disrupting it? In this episode of Below the Fold, we sit down with Sarah Sikander, founder of Sandbox, the UAE’s first agency focused on product placement in film and television. Sarah shares her journey from working across Europe in tech and marketing to identifying a gap in the Middle East’s media landscape. What started as hands-on experience in film production quickly turned into a business opportunity — building a bridge between brands and storytelling. We explore how product placement is evolving in the region, why it’s more than just putting a logo on screen, and how the right integration can create long-term brand impact.
• What Actually Works in Hospitality Marketing with Majd Fakhry 27.01.2026 41min

  Hospitality marketing isn’t just about pretty food shots anymore. In this episode of Below the Fold, we sit down with Majd Fakhry, a growth-driven digital marketer working deep in the hospitality space, to unpack what really moves the needle for restaurants and F&B brands today. From creator-led content and UGC to performance marketing, data-driven decisions, and tracking offline footfall, Majd shares real, on-the-ground insights from running campaigns in one of the most competitive industries out there.
• The Culture of Being You in Dubai | Saleh Al Breiki 09.12.2025 57min

  What does it mean to truly belong in one of the world’s most diverse cities? In this episode of Below the Fold, we sit down with Saleh Al Breiki, Emirati creator, storyteller, and community advocate for a powerful conversation on identity, culture, and authenticity in Dubai. From embracing individuality to challenging stereotypes, Saleh opens up about the responsibility of having a platform, the rise of creative culture in the UAE, and why our differences build stronger communities.
• Video Strategy That Converts in 2025 with Reim El Houni 18.11.2025 38min

  In this episode of Below the Fold, we sit down with Reim El Houni, award-winning producer, media strategist, and CEO of Ti22 Films and Dubai ON Demand to unpack the real mechanics of modern content creation. Reim has spent over 20 years shaping the region’s media landscape. From producing for major broadcasters to building a creator-first production ecosystem in Dubai, she’s seen the full evolution of how brands and creators can work smarter, not louder. In this conversation, she breaks down everything from on-camera confidence to production workflows, storytelling, and what brands misunderstand most about video content today.
• Building Lovin Dubai & the Future of Digital Publishing with Richard Fitzgerald (Part 2) 10.11.2025 25min

  In Part 2, the conversation with Richard Fitzgerald dives into the heart of culture, storytelling, and the next era of media in MENA. From the rise of podcasting and AI-driven publishing to the cultural impact of content creation in the region, Richard breaks down what it takes to stay relevant, build trust, and create meaningful narratives in the age of automation and short attention spans.
• Building Lovin Dubai & the Future of Digital Publishing with Richard Fitzgerald (Part 1) 30.10.2025 28min

  In Part 1 of this episode, Ibrahim sits down with Richard Fitzgerald, CEO of Augustus Media and founder of Lovin Dubai, to unpack the evolution of digital publishing and how he built one of the Middle East’s most influential media brands. Richard shares his journey from traditional advertising into digital-first storytelling, offering a rare look inside the economics, culture, and strategy behind successful modern media in MENA.
• How Podcasting 100x’d in the Middle East | Lama Osman on the Rise of Audio in MENA 14.10.2025 38min

  Podcasting isn’t just growing in the Middle East. It’s exploding. In this episode of Below the Fold, host Ibrahim sits down with Lama Osman, Co-founder & CEO of Podheros, to unpack how audio has become one of the most powerful tools for brand storytelling and connection in MENA. From conversational AI to branded podcasts and WhatsApp channels, Lama shares her insights on what’s fueling the region’s audio revolution—and how brands can ride the wave.
• The Founder’s Journey Behind Koita Milk with Mustafa Koita 16.09.2025 38min

  What does it take to build a brand from scratch—with no investors and no shortcuts? In this episode of Below the Fold, we sit down with Mustafa Koita, founder of Koita Milk, to explore his remarkable journey from defense to dairy. From bootstrapping with his life savings to scaling into 9 countries, Mustafa’s story is packed with lessons in persistence, creativity, and staying true to quality.
• Business Messaging: Automation, AI and Conversational Commerce with Deepesh Trivedi 04.09.2025 36min

  In this episode of Below the Fold, we sit down with Deepesh Trivedi, CEO of UIB.ai and former Meta & WhatsApp leader, to unpack how business messaging, conversational AI, and WhatsApp marketing are reshaping customer experience and brand growth in 2025. From his 15+ years at Meta, helping scale WhatsApp Business across APAC, to leading UIB.ai’s conversational AI platform, Deepesh shares insider insights on AI-powered messaging, multi-channel commerce, and how brands can win with automation.
• The Strategies Behind Successful Creator Marketing with Tatum Greig 13.08.2025 43min

  How do you turn influencer marketing into a real growth engine? In this episode of Below the Fold, we’re joined by Tatum Greig, Founder and Head of Influencer at Bees & Honey, the Middle East’s only influencer-first creative agency. With 8+ years of experience in creator marketing, Tatum shares how she’s built ROI-focused strategies that help brands connect with audiences that matter—locally and globally—while building long-term brand fame. From selecting the right creators to measuring beyond vanity metrics, Tatum unpacks the data-led approach that’s redefining influencer marketing in MENA.
• Brand building in MENA with Mohammad Aljuhani 21.07.2025 58min

  Brand building isn’t about hype—it’s about meaning. In this episode of Below the Fold, we sit down with Mohammad Aljuhani, a leading voice in Saudi’s innovation scene, to unpack what it really takes to build brands that stand out and endure in today’s crowded landscape. Drawing from his experience across startups, ecosystem design, and strategic advisory roles, Mohammad shares why most brands in MENA are focused on awareness—when they should be investing in clarity, consistency, and emotional connection.
• 5 Loyalty Strategies That Actually Work with Paula Thomas (Part 2) 07.07.2025 19min

  The loyalty landscape is evolving—are you keeping up? In Part 2 of our conversation with Paula Thomas—founder of Let’s Talk Loyalty and affectionately dubbed “The Oprah of Loyalty”—we unpack 5 winning strategies for brands that want to build stronger, smarter loyalty programs in 2025 and beyond. From zero-cost emotional connection to loyalty tech integrations and real-world case studies, Paula brings two decades of wisdom to help brands rethink retention and customer engagement.
• Zero-Budget Marketing That Actually Works with Rony Hage | Below The Fold 23.06.2025 32min

  How do you build traction without burning cash? In this episode of Below the Fold, we sit down with serial founder and Founder Connects creator Rony Hage to unpack zero-budget marketing strategies that actually work for early-stage startups. Drawing from over a decade of experience in both the U.S. and UAE startup scenes, Rony breaks down the most common mistakes first-time founders make with ads, growth, and customer targeting—and shares the lean tactics that move the needle without spending a dime.
• Why Most Omnichannel Strategies Fail in MENA | Oliver White & Jad Sfeir | Below The Fold 16.06.2025 42min

  What’s next for e-commerce in MENA—and what are we still getting wrong? In this wide-ranging episode of Below the Fold, global commerce leader Oliver White joins us for a refreshingly honest conversation on e-commerce, omnichannel transformation, and the future of digital retail. Co-hosted by Jad Sfeir, this episode dives into everything from cultural resistance in legacy retail to the real risks of over-engineering e-commerce operations. With over 20 years in commerce across the UK and Middle East—helping brands like Sephora and Chalhoub Group navigate transformation—Oliver unpacks hard lessons, painful truths, and the trends you actually need to pay attention to.
• Emirates NBD: New, Bold, & Decisive | Saud Al Dhawyani at Emirates NBD Fintech Summit 14.06.2025 25min

  In this special episode of Below the Fold, recorded live at the Emirates NBD FinTech Summit, we sit down with Saud Al Dhawyani, Chief Platforms Officer at Emirates NBD, to explore how the UAE’s leading bank is building next-gen digital infrastructure—while staying first in innovation. From Open Finance and AI to fintech partnerships and regulatory collaboration, Saud shares how Emirates NBD is transforming banking from the inside out—platform by platform, product by product. 🎙️ Hosted by: Naveen Bharadwaj, CEO of Trescon
• Top 10 media trends in 2025 with Dana El Zein (Part 2) 09.06.2025 16min

  We’re back with Part 2 of “Top 10 Media Trends in 2025” with Dana El Zein. If you thought Part 1 was packed with insights—you haven’t heard anything yet. In this episode, Dana El Zein (Director of Digital & Media, ex-Meta) returns to explore the next wave of trends that will shape digital marketing, media planning, and brand strategy across MENA in 2025. From creator-led storytelling to CTV and podcast advertising, we dive into the shifts marketers need to embrace now to stay competitive.
• Top 10 media trends in 2025 with Dana El Zein (Part 1) 02.06.2025 22min

  Digital media is shifting—fast. Are you ready for 2025? In this special two-part edition of Below the Fold, we sit down with Dana El Zein, Director of Digital and Media and former Meta strategist, to unpack the biggest trends transforming how brands connect, convert, and grow in the MENA region. With 15+ years leading digital strategies for global brands and startups alike, Dana brings sharp insight into what’s working—and what’s next. 📍This is Part 1 of our two-part deep dive into the trends that will redefine marketing in 2025.
• Open Finance in Action with Harry Gill & Shadi Dawi at Dubai FinTech Summit 31.05.2025 8min

  $14 billion in payment fees. One startup bold enough to change that. In this special episode of Below the Fold, recorded live at the Dubai FinTech Summit, Harry Gill, Founder and Chairman of Pay10, shares how his UAE-based fintech became the first to go live under the Central Bank’s Open Finance framework—unlocking faster, cheaper, and more inclusive digital payments across the region. From real-time settlements to building a full-stack payment ecosystem, Harry breaks down what it takes to innovate inside strict regulation—and why Open Finance could unlock $10 billion in savings for UAE merchants alone. 🎙️ Hosted by: Shadi Dawi
• Are High CPMs on CTV Worth It? A Deep Dive with Experts Yann Colléter & Ahmed Murtadha 26.05.2025 38min

  In this episode of Below the Fold, we dive into the world of Connected TV (CTV) advertising and why it’s on the verge of exploding in the MENA region. We were joined by two industry experts: Yann Colléter, author of The Streaming Lab, MENA’s go-to newsletter for everything streaming Ahmed Murtadha, an expert media buyer with years of experience in CTV across the UK and UAE Together, they break down the landscape of CTV in MENA, the difference between OTT and CTV, which platforms are leading the charge, and how advertisers should think about targeting, CPMs, and future trends.