Dubai Media City along with Communicate hosted the second Creative Brunch under its DMConnect event series today. Hosted at the in5 Tech, located on King Salman Abdul Aziz Street in Dubai Media City, the brunch attracted an intimate gathering of over 70 industry professionals.

Diving into the realm of viral content, Kate Nightingale, Head Consumer Psychologist and Founder at Humanizing Brands, touched base on how human emotions and behavior can influence relatability amidst consumers of viral content. “What a lot of us don’t know is that the brain has two parts, the conscious and the subconscious. And the news is that the subconscious brain influences a lot of the decisions we take on an everyday basis. Therefore, triggering emotional responses through viral content can help target that part of the brain while leaving a lasting impact,” explains Nightingale in a pre-recorded lecture.

Nightingale’s session was followed by a panel discussion. Moderated by Aemen Aisha, Social Media Manager and Consultant presenting Myriam Benaroya, Marketing and Communications Manager at Mont Blanc; Ali Cheikhali, Creative Strategy Lead at Google, Mazher Abidi, Head of Strategy at Saatchi & Saatchi along with Ali Rez, CCO at Impact BBDO and Amr Younis, Editorial Director at Socialize. With a rooted debate on virality with respect to creativity, target audience, and its use to build effective campaigns, the panel ended with a short Q&A session.

The last session of the brunch divided audiences into groups for an engaging workshop on building shareable and addictive short-form videos. Noor Ul-Ain and Ajay Mani, Content Creators and Partners at Spade Digital Marketing, quizzed the audiences on some of the most valuable elements in building viral content.

Commenting on the event, Majed Al Suwaidi, Managing Director of Dubai Media City, said, “The incredible turnout for the second edition of the Creative Brunch demonstrates that innovators, creatives, and entrepreneurs in Dubai crave a community where they can interact, collaborate and learn. DMConnect series is part of our efforts to ensure that the talent in our community and the wider city have access to the necessary knowledge and platforms to create impactful content that resonates regionally and globally. As an ecosystem dedicated to business and talent in the media sector, we are inspired by the conversation which took place at the latest session, highlighting expert-led tips to develop content that has the potential to go viral while reaching its intended audience. We look forward to seeing the insights that stem from future chapters of the DMConnect and to continue providing our creators with the necessary tools and services to build and grow their expertise, ideas, and businesses.”

Sahar Rafique, Events Director at Mediquest Plus also added, “The concept of DMConnect has proved to be effective one in bringing creators from across the spectrum of technology, advertising, marketing, and SMEs together. With the successful turnout of this second edition, we’ve made sure that we’re instilling different communities to come and connect over coffee on trends that bond them together. With the impeccable line-up of speakers for this edition of the Creative Brunch, I am sure our audiences left with great insights on the pros and cons of virality for their businesses.”