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, Ruqayiah Al Usman, Media Director at J3 AMET  and Maria Ravina, AMET Sr. Media Manager at J&J Consumer, discuss the importance of smart partnerships in order to become future proof, and why knowing how to find the right partners and collaborating effectively, is now a strategic skill that can no longer be ignored.