Earlier this year, the media-focused business district in collaboration with Communicate launched a brunch series focused on attracting creators, marketing and advertising professionals, and strategists to engage and discuss the latest issues affecting the industry. As 2022 comes to an end, DMConnect’s Creative Brunch is set to bring insights into the “Power of Storytelling.”

A simple fact of the matter is that human decision is influenced by emotion, making it a very strong trigger for brands, advertisers, and marketers. Effective storytelling helps them target the right human emotion, building brand attachment and resonance. It is an essential part of any good marketing campaign.

Majid Al Suwaidi, Senior Vice President of Dubai Media City – TECOM Group, said, “Storytelling is the beating heart of our industry. For any brand to stand out, tapping into real human experiences and emotions through storytelling is a skill of enduring value. Digital is now expanding the ways we can increase its impact and reach target audiences. Dubai Media City is home to a multicultural and multidisciplinary collection of creators and storytellers who have been key to Dubai earning its status as the Capital of Arab Media. This event is our bid to help retain this title and encourage our community to meet, exchange ideas and create content that inspires the global media industry.”

The brunch, scheduled to take place on December 8th, will open with a keynote address from Issam Akel, Filmmaker, Producer, and Actor at Visualize Media. Akel will discuss how techniques used in filmmaking can help brands and advertisers narrate impactful stories with the resources available to them.

Tahaab Rais, Chief Strategy Officer at Publicis Groupe, MENAT, will then dive deeper into the archetypes of storytelling. With this session, audiences will take away the most important characteristics of a storyline and how they can use the same to comprehend their client briefs and requirements.

The session will then close with a panel discussion presenting Akshaya Sikand, Head of Marketing at Cadillac, Georges Khouri, Marketing Director for TECOM Group, Rafael Lavor, Head of Strategy at TBWA/RAAD Middle East, Lara Sous, Head of Communications at MG Motors and Ahmad Abu Zannad, Author, Strategist and Founder at Native. This panel will discuss storytelling as an avenue for advertisers to connect, inspire and engage their customers.

“We’re excited to wrap DMConnect for this year with this topic. Effective storytelling is one discussion that never gets old and in light of evolving consumer behavior, emotional connection can never go wrong. This is why we’re bringing this session to all the creators and advertisers in the region. This provides them with the opportunity to connect, brainstorm, and network,” said Sahar Rafique, Managing Director at NordStella Events, a subsidiary of Akama Holding.

The free session is organized every quarter at in5 Tech on King Abdul Aziz Road.