Is AI making performance marketing easier or simply changing what great marketers need to be good at?
In this episode of Below the Fold, Ibrahim sits down with Andrew Ene, Head of Performance at Spark Foundry, Publicis Media, to unpack how AI is reshaping performance marketing, campaign management, and the role of marketers.
From the early days of paid search to today's AI-powered platforms, Andrew shares how automation is transforming campaign execution while making strategic thinking more valuable than ever.
The conversation also explores attribution, measurement, Performance Max, audience-first marketing, and why AI isn't replacing marketers; it's raising the bar for what great marketers can do.
Jul 11
38 min
What happens when AI stops being just a tool and becomes part of the entire marketing ecosystem?
In this episode of Below the Fold, we sit down with Lubna El Bannan, Managing Director of PS Digital, for a deep dive into how brands are evolving through AI, automation, digital ecosystems, and performance marketing.
With nearly two decades of experience across digital, PR, communication, and transformation, Lubna shares how brands can move beyond disconnected marketing efforts and start building integrated ecosystems that actually drive growth.
From CRM integration and customer journeys to AI-powered workflows and profitability-focused media buying, this episode explores the future of agencies and modern marketing teams.
May 19
45 min
How do brands become part of the story without disrupting it?
In this episode of Below the Fold, we sit down with Sarah Sikander, founder of Sandbox, the UAE’s first agency focused on product placement in film and television.
Sarah shares her journey from working across Europe in tech and marketing to identifying a gap in the Middle East’s media landscape. What started as hands-on experience in film production quickly turned into a business opportunity — building a bridge between brands and storytelling.
We explore how product placement is evolving in the region, why it’s more than just putting a logo on screen, and how the right integration can create long-term brand impact.
Apr 20
35 min
Hospitality marketing isn’t just about pretty food shots anymore.
In this episode of Below the Fold, we sit down with Majd Fakhry, a growth-driven digital marketer working deep in the hospitality space, to unpack what really moves the needle for restaurants and F&B brands today.
From creator-led content and UGC to performance marketing, data-driven decisions, and tracking offline footfall, Majd shares real, on-the-ground insights from running campaigns in one of the most competitive industries out there.
Jan 27
41 min
What does it mean to truly belong in one of the world’s most diverse cities?
In this episode of Below the Fold, we sit down with Saleh Al Breiki, Emirati creator, storyteller, and community advocate for a powerful conversation on identity, culture, and authenticity in Dubai.
From embracing individuality to challenging stereotypes, Saleh opens up about the responsibility of having a platform, the rise of creative culture in the UAE, and why our differences build stronger communities.
Dec 9, 2025
57 min
In this episode of Below the Fold, we sit down with Reim El Houni, award-winning producer, media strategist, and CEO of Ti22 Films and Dubai ON Demand to unpack the real mechanics of modern content creation.
Reim has spent over 20 years shaping the region’s media landscape. From producing for major broadcasters to building a creator-first production ecosystem in Dubai, she’s seen the full evolution of how brands and creators can work smarter, not louder.
In this conversation, she breaks down everything from on-camera confidence to production workflows, storytelling, and what brands misunderstand most about video content today.
Nov 18, 2025
38 min
In Part 2, the conversation with Richard Fitzgerald dives into the heart of culture, storytelling, and the next era of media in MENA.
From the rise of podcasting and AI-driven publishing to the cultural impact of content creation in the region, Richard breaks down what it takes to stay relevant, build trust, and create meaningful narratives in the age of automation and short attention spans.
Nov 10, 2025
25 min
In Part 1 of this episode, Ibrahim sits down with Richard Fitzgerald, CEO of Augustus Media and founder of Lovin Dubai, to unpack the evolution of digital publishing and how he built one of the Middle East’s most influential media brands.
Richard shares his journey from traditional advertising into digital-first storytelling, offering a rare look inside the economics, culture, and strategy behind successful modern media in MENA.
Oct 30, 2025
28 min
Podcasting isn’t just growing in the Middle East. It’s exploding.
In this episode of Below the Fold, host Ibrahim sits down with Lama Osman, Co-founder & CEO of Podheros, to unpack how audio has become one of the most powerful tools for brand storytelling and connection in MENA.
From conversational AI to branded podcasts and WhatsApp channels, Lama shares her insights on what’s fueling the region’s audio revolution—and how brands can ride the wave.
Oct 14, 2025
38 min
What does it take to build a brand from scratch—with no investors and no shortcuts?
In this episode of Below the Fold, we sit down with Mustafa Koita, founder of Koita Milk, to explore his remarkable journey from defense to dairy. From bootstrapping with his life savings to scaling into 9 countries, Mustafa’s story is packed with lessons in persistence, creativity, and staying true to quality.
Sep 16, 2025
38 min
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