Below The Fold - Marketing & Advertising Show
Episodes
Identity, Influence & Owning Your Voice with Saleh Al Breiki
09 Dec 2025
Contributed by Lukas
💡 What we explore:How Dubai’s culture empowers self-expressionThe rise of authenticity in the creator spaceRepresentation and the power of tellin...
Video Strategy That Converts in 2025 with Reim El Houni
18 Nov 2025
Contributed by Lukas
🎙️ Topics We Cover:• Why great content isn’t about perfection it’s about clarity and consistency• How creators can build confidence and i...
Building Lovin Dubai & the Future of Digital Publishing with Richard Fitzgerald (Part 2)
10 Nov 2025
Contributed by Lukas
💡 In this episode:• The future of publishing and storytelling in the Middle East• How AI and podcasting are transforming modern media• What b...
Building Lovin Dubai & the Future of Digital Publishing with Richard Fitzgerald (Part 1)
30 Oct 2025
Contributed by Lukas
In this episode:• How Richard built Lovin Dubai into a regional media powerhouse• The shift from print to social-first journalism• The changing ...
How Podcasting 100x’d in the Middle East | Lama Osman on the Rise of Audio in MENA
14 Oct 2025
Contributed by Lukas
In this episode, you’ll learn:• Why podcasting is booming across the Middle East• How conversational commerce and audio content intersect• Wha...
The Founder’s Journey Behind Koita Milk with Mustafa Koita
16 Sep 2025
Contributed by Lukas
In this episode, you’ll learn:• How Koita Milk grew without outside funding• Why persistence beats perfect plans in the startup journey• The g...
Business Messaging: Automation, AI and Conversational Commerce with Deepesh Trivedi
04 Sep 2025
Contributed by Lukas
Topics Covered:The rise of business messaging and why it’s changing customer behaviorWhatsApp vs. WeChat vs. Messenger — the battle for consumer a...
The Strategies Behind Successful Creator Marketing with Tatum Greig
13 Aug 2025
Contributed by Lukas
🎯 Topics covered:• Turning creators into authentic brand partners• Data’s role in building high-performing influencer campaigns• Balancing ...
Brand building in MENA with Mohammad Aljuhani
21 Jul 2025
Contributed by Lukas
Topics covered:• What great brands do differently in Saudi and beyond• Why building a brand takes more than performance marketing• The role of t...
5 Loyalty Strategies That Actually Work with Paula Thomas (Part 2)
07 Jul 2025
Contributed by Lukas
🎯 Topics covered:• Why great loyalty programs start small and scale smart• How to leverage tech without complicating the customer experience•...
Zero-Budget Marketing That Actually Works with Rony Hage | Below The Fold
23 Jun 2025
Contributed by Lukas
🎯 Topics covered: What zero-based marketing really means Why most startups burn cash before finding product-market fit How to identify your ICP ...
Why Most Omnichannel Strategies Fail in MENA | Oliver White & Jad Sfeir | Below The Fold
16 Jun 2025
Contributed by Lukas
🎯 Topics covered:Why omnichannel still hasn’t “clicked” in MENAThe hidden friction between sales teams and digital teamsOverbuilding tech vs....
Emirates NBD: New, Bold, & Decisive | Saud Al Dhawyani at Emirates NBD Fintech Summit
14 Jun 2025
Contributed by Lukas
🔍 Topics include:How Emirates NBD became a pioneer in Open FinanceBuilding secure, scalable, API-first banking platformsReal-world fintech partners...
Top 10 media trends in 2025 with Dana El Zein (Part 2)
09 Jun 2025
Contributed by Lukas
🎯 In Part 2, we cover:The rise of creator-led content and employee-generated mediaWhy authenticity now outperforms polish in brand storytellingHow ...
Top 10 media trends in 2025 with Dana El Zein (Part 1)
02 Jun 2025
Contributed by Lukas
📍This is Part 1 of our two-part deep dive into the trends that will redefine marketing in 2025.🔍 In this episode:Why media costs keep rising—a...
Open Finance in Action with Harry Gill & Shadi Dawi at Dubai FinTech Summit
31 May 2025
Contributed by Lukas
🔍 Topics include:How Pay10 became the UAE’s first live Open Finance platformWhy instant settlement can transform SME growthBuilding with three li...
Are High CPMs on CTV Worth It? A Deep Dive with Experts Yann Colléter & Ahmed Murtadha
26 May 2025
Contributed by Lukas
🔍 Key topics include:What is Connected TV (CTV) and how it differs from OTTThe state of streaming in MENA: Shahid, Netflix, YouTube, Starzplay, ZEE...
Serving the 1 Billion Underbanked with Dignity & Impact | Maxim Chernuschenko and Saad Ishfaq at Dubai FinTech Summit
25 May 2025
Contributed by Lukas
Topics include:Why 60% of Qatar’s population lacks access to creditShareeq Neo’s instant loan platform for salary cardholdersBuilding a cross-bord...
Navigating Innovation with Integrity | Justin Baldacchino at Dubai FinTech Summit
24 May 2025
Contributed by Lukas
🎧 Topics include:The DFSA’s innovation strategy inside DIFCBuilding a regulatory framework for digital assetsWhat makes Dubai’s fintech zone gl...
'Backing bold ideas' Insurance for the next gen | Joseph Ziolkowski at Dubai FinTech Summit
21 May 2025
Contributed by Lukas
🎧 Topics include:Why traditional insurers shy away from AI, blockchain & gamingHow Relm built a 10,000+ data set to underwrite “uninsurable” te...
Head of Ecom at $20M/Year Agency & Ecom Industry Veteran | Ads vs. Events: What Drives Sales? | Andy Kazandjian & Jad Sfeir
19 May 2025
Contributed by Lukas
Topics:Why performance marketing is still kingHow to validate product-market fit with zero inventoryThe rise of omnichannel retail and experiential sh...
How AI is Making Waves in the Logistics Industry to Drive Sustainability towards Total Carbon Neutrality | Amadou Diallo at Dubai AI Festival
18 May 2025
Contributed by Lukas
🎧 Topics include:How DHL is using AI, digital twins, and automation to move millions of parcels dailyWhy logistics is the next frontier for sustain...
Scaling Intelligence: Building the Infrastructure for Generative AI | Ahmed Gamal at Dubai AI Festival
16 May 2025
Contributed by Lukas
🔑 Key Topics:What is Soca AI and how does it work?Why on-prem AI matters for security and performanceHow AI agents will collaborate in the near fut...
A Budding Engineer's View on Building with AI at the Edge | Farhan Ali with Andreas Frangeskides at Dubai AI Festival
15 May 2025
Contributed by Lukas
🎧 Topics include:What Vercel is doing to simplify the modern webHow AI and V0 are empowering non-developers to buildWhy developer tools are moving ...
Intelligence by Design: LLMs, Leadership & the Future of AI | Dr. Hakim Hacid with Will Snow at Dubai AI Festival
14 May 2025
Contributed by Lukas
🎧 Topics include:Inside Falcon 1, 2, and 3: UAE’s open-source LLMsThe role of ethics in next-gen AI systemsWhy the Gulf is becoming a serious AI ...
Education for an AI Generation | Dr. Sonia Ben Jaafar with Naveen Bharadwaj at Dubai AI Festival
13 May 2025
Contributed by Lukas
🎧 Topics include:How AI is reshaping education-to-employment pipelinesThe launch of MAAN RAI and skills-based job matchingWhy youth need more than ...
Beyond the Algorithm: Nurturing Minds in the Age of AI | Max Dinser at Dubai AI Festival
12 May 2025
Contributed by Lukas
Key Topics Covered:How AI can democratize personalized education“Daisy”: An AI tutor designed to support—not replace—teachersUsing voice tech ...
Human First: Designing Student-Centered AI for the Future of Education | Dr. Dala Kakos with Will Snow at Dubai AI Festival
12 May 2025
Contributed by Lukas
Key Topics Covered:How AI can help teachers do more with less—and have fun doing itThe role of prompt engineering in student learningRedefining 21st...
Trading Power: How AI is Reshaping Digital Economies | Dr. Nora Dihel at Dubai AI Festival
10 May 2025
Contributed by Lukas
🎙️ Topics include:How AI is reshaping global value chains for developing economiesThe role of digital trade in boosting inclusivityPolicy gaps, r...
From Molecules to Models: How AI is Rewriting the Rules of Drug Discovery | Will Snow with Dr. Alex Aliper at Dubai AI Festival
08 May 2025
Contributed by Lukas
🎙️ Topics include:The future of AI and robotics in clinical drug developmentWhat’s holding back AI-designed therapies from reaching patientsHow...
Code with Purpose: AI, Culture, and Building for Impact | Martell Gamble at the Dubai AI Festival
07 May 2025
Contributed by Lukas
🔍 What We Cover:Why soulful leadership is needed now more than ever in techThe link between gospel, activism, and AI product designBuilding Mollify...
Designing for Impact: When Data Strategy Meets Human-Centered Change | Ronnie Sheth with Naveen Bharadwaj at Dubai AI Festival
05 May 2025
Contributed by Lukas
🔍 What you’ll learn:Designing AI with human values at the coreScaling data strategy without compromising ethicsEnterprise governance and ESG done...
Building Smart Nations with AI | Martin Yates with Naveen Bharadwaj at Dubai AI Festival
04 May 2025
Contributed by Lukas
🔍 Key Topics Covered:How governments can harness AI for citizen-centric transformationData governance, sovereignty, and ethical AI deploymentWhy sm...
The Rise of the AI Educators: Redefining Knowledge with Digital Wisdom | Eng. Hessa Lootah at Dubai AI Festival
02 May 2025
Contributed by Lukas
🎙️ Topics:How AI is reshaping education in healthcare and beyondBuilding a culturally relevant AI model (Dr. Layla)Preserving traditional medic...
How AI Is Transforming Healthcare | Parminder Bhatia at Dubai AI Festival
27 Apr 2025
Contributed by Lukas
🎙️ Topics:How AI is speeding up diagnostics and improving patient careBuilding trust between clinicians, patients, and AI solutionsThe evolution ...
The Human Side of Tech: Shadi Dawi’s Rise in Middle East Media
22 Apr 2025
Contributed by Lukas
In this episode:The evolution of PR in the Middle East & North AfricaAI vs. human connection: can tech ever truly replace empathy?Why meaningful relat...
Empathy Metrics: How Feeling Valued Fuels Performance with Mimi Nicklin
15 Apr 2025
Contributed by Lukas
Inside this episode:• What listening-led leadership really means—and how it transforms morale and motivation• The science behind why being seen ...
Custom Bidding Explained: How to Take Control of Your Ad Spend with Hicham Ghazal
08 Apr 2025
Contributed by Lukas
Key Topics Covered:• What custom bidding is—and why it matters now more than ever• The limitations of smart and manual bidding• How custom bid...
10 Reasons why PR matters with Lara Geadah
31 Mar 2025
Contributed by Lukas
Key Topics Covered:• What PR really is beyond media coverage (and why most people get it wrong)• The importance of personal branding and self-prom...
Measuring What Matters: The Shift from Viewability to Attention in Ads
18 Mar 2025
Contributed by Lukas
Key Topics Covered: ✔ The shift from viewability to attention measurement in advertising✔ How AI and machine learning enhance ad quality and effi...
Loyalty in Marketing Unlocked With Paula Thomas
10 Mar 2025
Contributed by Lukas
Key Topics Covered: • Defining loyalty marketing and its role in driving profitable behavior change • The power of data in creating personalized c...
Empathy As A Marketing Superpower with Mimi Nicklin
04 Mar 2025
Contributed by Lukas
Key takeaways from this conversation:🔹 Why empathy is more than just a “nice-to-have” in marketing📊 How understanding human emotions leads t...
AI Powered Contextual Advertising Unlocked with Sherry Mansour
24 Feb 2025
Contributed by Lukas
Have you ever wondered how the rise of artificial intelligence is reshaping the world of digital advertising? Join us on this enlightening journey in ...
AI For Good: Reshaping Careers, Education, and the Future of Work
17 Feb 2025
Contributed by Lukas
Are we ready for a future where artificial intelligence reshapes our lives, careers, and education? Join host Andreas Frangeskides in this thought-pro...
Navigate Media Quality To Unlock True Ad Performance with Hicham Ghazal
10 Feb 2025
Contributed by Lukas
Are you aware that the quality of your media can make or break your advertising success? In this episode of the Below The Fold Podcast, host Ibrahim J...
AI - State of Nation with Technologists Andreas Frangeskides And Will Snow
04 Feb 2025
Contributed by Lukas
🔍 Key topics include: • The impact of AI on business, culture, and creativity• Ethical considerations in the rapidly advancing AI landscape•...
Empowering SMEs Through FinTech: Lessons from Beehive's Marketing Lead
13 Jan 2025
Contributed by Lukas
💡 What’s inside this episode?Milda's career evolution: From creative to corporateThe unique challenges of FinTech marketingHow Beehive empowers S...
6 Facts you need to know about PR - Marketing Trends by Below The Fold
06 Jan 2025
Contributed by Lukas
Have you ever considered how public relations (PR) can unlock doors in both your personal and professional life? In this enlightening episode of the B...
Unlocking Fitness Marketing: Community and Authenticity in Social Media Strategies for Success
31 Dec 2024
Contributed by Lukas
What if your social media presence was the key to transforming your fitness brand into a community-driven powerhouse? Join us in this engaging episode...
Harnessing the Power of Storytelling
24 Dec 2024
Contributed by Lukas
Key topics covered include:The intersection of SEO and storytelling: How to craft content that appeals to algorithms and human emotions alike.The says...
How Blockchain is Shaping the Future of Data & Privacy
16 Dec 2024
Contributed by Lukas
Together, we dive into:The evolution of digital marketing and the challenges it faces todayHow blockchain technology is changing the way data is manag...
The Decision Making Spectrum: Instinct, Common Sense & Data
09 Dec 2024
Contributed by Lukas
🔍 Key topics include:The spectrum of decision-making: Instinct, data, and common sense.Using AI tools for marketing without losing the human touch....
Social Content Strategies Exposed
02 Dec 2024
Contributed by Lukas
Here is some of the topics we cover:Mastering agility in content productionDecoding trend-jacking strategiesBalancing virality, authenticity, and the ...
UX and Marketing in the Automotive Industry
25 Nov 2024
Contributed by Lukas
Drawing from his extensive career, Sary shares insights into how augmented reality, voice interfaces, and electric vehicles are revolutionizing automo...
7 True or False Statement on AI's Role in Marketing:
19 Nov 2024
Contributed by Lukas
From debating AI’s ability to replace human ingenuity to discussing its potential to boost efficiency and create new opportunities, this episode is ...
Paid Search Advertising Unplugged with Richard Hartley
11 Nov 2024
Contributed by Lukas
Whether you're a seasoned marketer or just starting out, this episode is packed with actionable advice on mastering paid search and optimizing your ca...
Data, AI, and Creativity: Building Tomorrow’s Marketing Teams with Andreas Frangeskides
04 Nov 2024
Contributed by Lukas
Whether you’re a marketing pro or just starting out, this episode offers valuable insights into leveraging technology for impactful marketing strate...
Retail Media Ecommerce Close Up with Karen Khattab
28 Oct 2024
Contributed by Lukas
Whether you're a seasoned professional or new to the field, this episode offers valuable knowledge on navigating the digital commerce landscape in MEN...
Redefining Brand Measurement in Podcasts with AI
21 Oct 2024
Contributed by Lukas
Tamara highlights the importance of brand suitability, contextual targeting, and content transparency. A case study with a major telecom company showc...
Leadership in a Digital Age with Stuart MacKay
14 Oct 2024
Contributed by Lukas
Learn how agencies adapt through partnerships with tech companies and integration of consultancy services.This episode also delves into leadership str...
Strategy in Advertising and Marketing Today with Mazher Abidi
07 Oct 2024
Contributed by Lukas
With Mazher's extensive experience in media and creative agencies, you'll gain insights into how to align strategy and tactics effectively. We’ll a...
From Corporate to Entrepreneurship: Valbona’s journey into marketing
30 Sep 2024
Contributed by Lukas
We discuss her experiences at Salesforce, the importance of personal branding, and strategies for B2B marketing. Valbona also reveals her insights o...
The Shifting Landscape of Retail and E-Commerce with Alexis Azzie
23 Sep 2024
Contributed by Lukas
She discusses the evolution of retail in the digital age, key milestones, and the importance of blending media with broader marketing strategies. Al...
Unleashing AI in Communications: Conversation with Sultan Saab
16 Sep 2024
Contributed by Lukas
Join us as we dive deep into the world of AI and communications with Sultan Saab on the premier advertising and marketing podcast in MENA, Below the F...
From Corporate Success To Personal Branding Guru with Seif El Hakim
09 Sep 2024
Contributed by Lukas
Join host Ibrahim Jabri on 'Below the Fold' as he dives deep into the realms of marketing, advertising, and ad tech with guest Seif El Hakim. In thi...
Unpacking Performance Max: Is it Worth the Hype? with Ryan Fletcher
02 Sep 2024
Contributed by Lukas
In this episode of Below the Fold, host Ibrahim Jabri welcomes back Ryan Fletcher for his second guest appearance. They dive into the evolving challen...
SEO Masteries Unlocked With James Reynolds
26 Aug 2024
Contributed by Lukas
Dive deep into the world of SEO and digital marketing in this episode of 'Below the Fold' with host Ibrahim Jabri and guest James Reynolds, founder of...
Community Building Unpacked With Heba Al Nabulsi
19 Aug 2024
Contributed by Lukas
In this episode of Below the Fold, we dive into one of the most underrated yet incredibly powerful marketing strategies—community building. I sit ...
Starting a Social Media Agency in Dubai w/ Laure De Wit
12 Aug 2024
Contributed by Lukas
Join us on this episode of Below the Fold as we chat with Laura, founder of L'influence by Laure. Laura shares her journey from working with Emirates ...
Decoding the Future of Money w/ Kareem Monem
05 Aug 2024
Contributed by Lukas
Join us in this episode of 'Below the Fold' as we delve into the fascinating journey of Kareem Monem, a leading figure in the realm of digital technol...
Power of Personal Branding: Tips and Insights w/ Kelly Lundbeg
29 Jul 2024
Contributed by Lukas
Join us as we dive deep into the world of personal branding with expert Kelly Lundberg on the Below the Fold podcast. Kelly shares her journey from Ed...
SEO Unpacked: Fundamentals, Tools and Best Practices w/ Ghais Tounsi & Joseph Maksoud
22 Jul 2024
Contributed by Lukas
Join us in this engaging episode of 'Below the Fold,' where we dive deep into the world of SEO with experts Joe Maksoud and Ghais Tounsi. Learn about ...
A Story On Data: Evolution, Technology and More w/ Mohammad Mortada | Below The Fold
15 Jul 2024
Contributed by Lukas
In this episode of 'Below the Fold,' Mohamed and Ibrahim dive into the dynamics of data in marketing. With Mohamed's extensive background in advertisi...
Business Transformation: Identity Graphs Unveiled w/ Steven Sidawi | Below The Fold
08 Jul 2024
Contributed by Lukas
Welcome to Episode 8 of 'Below the Fold'! Join us as we explore the digital marketing industry with Steven, a digital transformation veteran who's spe...
Neuromarketing Uncovered: Heuristics and Neuroscience in Marketing w/ Nokhez Usama | Below The Fold Podcast
01 Jul 2024
Contributed by Lukas
In this episode of 'Below the Fold,' we dive into the fascinating world of neuromarketing. We discuss how neuroscience shapes marketing decisions, unc...
Unpacking Audio: Landscape, Trends & Insights w/ Claudius Boller | Below The Fold Podcast
24 Jun 2024
Contributed by Lukas
In this engaging episode of Below the Fold, Claudius Boller shares his extensive journey from creating his first business during school to holding key...
Marketing Transformation: Performance, Cloud Computing & More w/ Ryan Fletcher | Below The Fold Podcast
17 Jun 2024
Contributed by Lukas
In episode five of "Below the Fold," Ryan Fletcher, who oversees digital data and technology for Initiative MENA, joins the show to discuss the curren...
Content Marketing: AI, Cultural Relevance & More w/ Emad Doughan & Ksenia Alekseeva
10 Jun 2024
Contributed by Lukas
In this episode of Below the Fold, we welcome Emad Doughan and Ksenia Alekseeva to discuss the importance of cultural relevance in content marketing w...
Understanding Gen Z: Trends, Behaviors, and Marketing Strategies w/ Yara Nassif
04 Jun 2024
Contributed by Lukas
In the third episode of Below the Fold, Ibrahim Jabri is joined by Yara Nassif, business director at Starcom, to discuss the characteristics and marke...
E-Commerce Trends & Challenges: Insights w/ Jad Sfeir & Zeina Kettaneh
29 May 2024
Contributed by Lukas
This episode of Below the Fold podcast features an engaging discussion on the current state and future of e-commerce. Host Ibrahim Jabri and guest Jad...
Performance Marketing: Mindset, Retail Media, AI and More w/ Elie Milan
27 May 2024
Contributed by Lukas
In the premiere episode of Below the Fold, we dive deep into the transformative world of performance marketing. Join us as we explore the vital aspe...