On May 18, 2021, the MENA Effie Thought Leadership Program – Mediaquest's first in-person event since Covid-19 – kickstarted conversations around marketing effectiveness in a post-pandemic world.

In this dual keynote session, Ravi Rao, CEO of GroupM and Peter DeBenedictis, CMO of Microsoft Middle East, discuss how transformation can begin at the top with marketing leaders taking the lead during this uncertain period and becoming an organization's growth engine.