"Right this way," said a man in a sleek black suit, smoothly pulling aside the barrier’s belt to usher me through.

Stepping onto a red carpet with camera flashes illuminating my path, I found myself approaching a grand staircase. Clutching the folds of my shimmery sky-blue abaya, I gazed to my right, greeted by the Burj Khalifa towering over the elegant venue of the Armani Hotel.

In the distance, I saw dots scattered like specks of color on a vast, open field. As I drew closer, the dots expanded into recognizable forms — individuals with unique stories etched into the lines of their movements – each one bringing a plethora of experiences and insights to the realm of marketing effectiveness.

Image Above: Marketing superstars network before The MENA Effie Awards commences (November 22nd, 2023).

The stage was set, cameras poised, and the moment of action had arrived. The Oscar-themed gala began to unfold like scenes from a film. The air buzzed with anticipation, adorned with attendees donning bow ties and elegant dresses, all gathered for the 14th edition of the MENA Effie Awards. The ceremony, graced by more than 1200 professionals in marketing, advertising, and communications, was going to reveal over 91 winners across 46 categories from a fierce competition of 850+ entries. A dedicated jury of 150 experts from MENA's marketing and advertising sector invested substantial time and effort to select 2023’s marketing effectiveness champions.

Image Above: Participants, judges, and guests gather, bringing The MENA Effie Awards to life (November 22nd, 2023).

“Effies is one of the places one should be at, and we’re delighted to be part of it tonight,” said Errol Marquis, Head of Marketing at Danube Properties Dubai.

Danube Properties was one of the esteemed partners of the Hollywood-styled ceremony, joining forces with industry giants like Amazon Ads, Zee, Weyyak, Mentos, Smint, Max Fashion, Seedtag, WGROUP, Brandripplr, Aesthetix Industries, Million, Akama Holding MEmob+, MKV Digital, Sherpa Communications, and Communicate, all showcasing excellence in advertising and media across the region.

Image Above: The MENA Effie Awards' 2023 incredible partners (November 22nd, 2023).

In light of the crisis faced by the region, 2023's gala decided to exclude the inclusion of its general performances and entertainment.

“Tonight is beautiful and I’m honored to be here on behalf of Max Group. The energy is amazing and I can’t wait to see what the rest of the night holds,” said Jelizaveta Kozlova, Managing Director and Communications Director at EK Laboratories.

“The Effie Awards recognizes local and international talent, shining light on hard work – conveying the message that marketers and brand ambassadors have dedicated themselves to throughout the entire year,” she added.

As the golden, black, and white stage glittered under the stars, Sahar Rafique, Managing Director at NordStella, took the stage to give an opening statement.

“More than ever, we are grateful to shed light on groundbreaking work that is firmly placing the Middle East on the world’s creative map. Undoubtedly, our 2023 winners have set a new standard, elevating the industry unlike ever before.”

Image Above: Sahar Rafique, Managing Director at NordStella, shares a heartfelt introduction, marking the start of a memorable night (November 22nd, 2023).

Indeed the night was filled with gasps, nods of approval, cheers, and a few side eyes too.

“It’s exciting seeing the cases that we dived into and discussed, being recognized,” said Karma Al Taher, Head of Brand, Marketing, Communications, and Business Growth at Dubai Silicon Oasis. “It’s the Oscars of marketing and one of the best award experiences in our field. I'm super proud to be here – and it's my first, but not my last,” she said with a chuckle.

Image Above: Industry professionals create lasting connections during the 14th edition of The MENA Effie Awards (November 22nd, 2023).

This year marked the introduction of two exclusive categories – Young Marketer of the Year and Independent Agency of the Year.

Rafique, emphasized the significance of these additions, “The MENA Effie Awards continues to evolve each year, and we take pride in unveiling two new categories deserving special recognition. Recognizing young marketers is crucial, as they are the future leaders of the marketing landscape. It’s essential to acknowledge and inspire them to think innovatively and break through barriers. The Independent Agency of the Year award aims to spotlight emerging independent agencies, showcasing them amongst industry giants. The addition of these categories affirms Effies as a platform for anyone bringing effectiveness and creativity to the forefront – driving impactful change.”

Rey Sawan, Assistant Brand Marketing Manager across MENA at Samsung Electronics took home the trophy for Young Marketer of the Year, and, Science and Sunshine, claimed the title of the ‘Independent Agency of the Year’. The agency won a Gold in the Brand Integration & Entertainment Partnerships category, two Silvers in the Marketing Disruptors category, and another in the Media Idea category for their campaign ‘The Lay’s Heist’ for Lay’s – PepsiCo.

Image Above: Rey Sawan, Assistant Brand Marketing Manager across MENA at Samsung Electronics beams holding the 'Young Marketer of the Year' award.  (November 22nd, 2023).

As the night gracefully unfolded, and the silver, bronze, and gold trophies were handed out, a palpable energy surged through the venue. Each award given was a testament to the creativity, innovation, and tireless dedication of the industry’s superstars.

Nabil Sleiman, Head of Corporate Communications Almarai, said, “We won for data-driven and it’s a category that is growing tremendously. Since we’re a brand that focuses on the upper funnel, data-driven is a fantastic win for us.”

The venue came alive with standing ovations, with winners’ eyes gleaming with pride while ascending the stage to receive their well-earned accolades. The exchange of smiles, and the jovial banter echoing through the venue, painted a vivid picture of a community united in appreciation for marketing excellence.

Image Above: The Science and Sunshine team celebrates their win of the ‘Independent Agency of the Year’ award (November 22nd, 2023).

“Effies has honored us with this award tonight,” said Berta Farah, PR Specialist at Sephora, holding the glistening trophy, “and most importantly, it has created moments for all of us – to learn from each other.”

The Honorary Award of the Year was given to Badr Bourji, Senior Vice President of Marketing at Miral Destinations.

Wearing a bright smile, Bourji stated, “I’m ecstatic. It came to me as a surprise. Yes, it’s an individual award, but it's an award that reflects the contribution of my teams that have put in the effort over the last 12 months. This is a testament to what we’ve done collectively, be it as a team or our leadership, with the kind of support and the vision they’ve been supporting us with over the year.”

Image Above: Badr Bourji, Senior Vice President of Marketing at Miral Destinations proudly holds 'The Honorary Award of the Year' (November 22nd, 2023).

K-Lynn received the Grand Prix for its campaign, ‘Self Check-out’, along with 4 Golds. Leo Burnett Dubai secured the titles of ‘Most Effective Advertising Agency Office' and ‘Most Effective Agency Network’. The ‘Most Effective Media Agency Office of the Year' was awarded to Starcom Dubai.

Commenting on the achievement, Bassel Kakish, Chief Executive Officer at Publicis Groupe ME & Turkey said, “I’m truly thrilled as it not only recognizes the success of our campaigns for clients but also serves as a testament to the exceptional talent within Publicis Groupe. The Effie Awards' significance lies in our creative work’s impact on our clients’ businesses. It’s all about achieving a return on investment and driving tangible business results.”

Image Above: All smiles as winners cheer, echoing the power of teamwork and diligence (November 22nd, 2023).

The cinematic allure of the event persisted, weaving together moments that would linger in the minds of those present. Each passing second was a frame capturing not just the awards and accolades, but also the essence of shared experiences and camaraderie.

When inquired about sensing the ‘Oscar energy in the air’, Divyan Kriplani Creative Director at Leo Burnett said, “Oscars, Grammys, Emmys, VMAs – you name it – we’re feeling it all in tonight.”

In this ongoing narrative, attendees became characters in a story of recognition and achievement.

Image Above: James Faulkner captures the crowd's attention while hosting The MENA Effie Awards 2023 (November 22nd, 2023).

“The MENA Effies is truly remarkable. It provides an excellent platform for networking and witnessing the convergence of diverse countries. The marketing showcased is incredibly inspiring, offering a close-up view of various cultures. The intersection of different industries in specific categories makes it even more enriching. Observing the myriad campaigns, there is a wealth of knowledge to be explored, providing insights into cultural nuances and effective strategies for various audiences,” said Sina Port, Founder of Shared Diversity, Head of Communications for Adidas Shared Voices.

The attendees, whether seasoned professionals or emerging talents, reveled in the shared achievements, creating an ambiance of unity and inspiration. The night, filled with jubilant cheers and heartfelt congratulations, stood as a testament to the enduring legacy of the MENA Effie Awards. This annual rendezvous not only acknowledges outstanding accomplishments but also fosters a sense of community and mutual admiration within the dynamic landscape of marketing and advertising.

Image Above: Guests connect and create memories as the night unfolds (November 22nd, 2023).

When inquired about his sentiments holding an Effie, Khalid Abdulaziz, Head of Strategy at Fullstop, remarked, “It’s heavier than I expected. It was the only one missing from my cabinet, so now we have it,” he shared with a lighthearted laugh.

Standing beside him, Mariam Tawfik, MENA Senior Brand Manager for 3in1 at Nestle, shared, “We’re doing our job right, so it feels amazing!”

As the curtain descended on the grand affair, the red carpet, once a pathway to anticipation, now held the imprints of stories, triumphs, and the spirit of collaboration. And to dispel any rumors, the night concluded without a Will Smith moment – no slaps, just the glow of success and ‘Oscar-energy’ lingering in the air – a cinematic masterpiece etched in the history of the MENA Effie Awards.

Image Above: The MENA Effie Awards' 2023 stage glitters under the night sky as the once bustling area holds no more industry professionals, but a plethora of memories (November 22nd, 2023).

This piece was first published in Communicate's inaugural Best Places to Work 2023 issue.