On The Record

Mashreq Bank's Suad Merchant explains how the bank's long-term brand approach is rolled out through meaningful campaigns, authentic storytelling, and finding the right balance between creativity and tech. 

Kris Fade shares the story of how Fade Fit started, the brand-building efforts around it, the impact of influencer marketing and user-generated content, the power of social media and integrated marketing, future expansion plans, and how the brand has become profitable. 

SMC CEO Khalid Alkhudair discusses partnerships, diversified strategies, borderless branding, and heavy investments in talent, digital infrastructure, and sponsorships. 

Youmna Borghol, Head of Marketing Science at Snap, and Chris Solomi, Chief Digital Officer at OMG discuss the power of AR Lenses in driving active attention and brand outcomes.