Media.Monks and Qiddiya Will Share How They Harness the Power of Play Philosophy at Dubai Lynx

During this year’s edition of Dubai Lynx, the Middle Eastern’s premier creative festival, Media.Monks and Qiddiya will take the stage to share the social-first launch of Qiddiya, the ultimate entertainment, sports, and culture brand in Saudi Arabia.

With a fresh brand positioning, Qiddiya embraces the Philosophy of Play, creating a new approach to defining how a city is built to provide unique experiences for KSA residents and international visitors. Qiddiya City's social media approach lies at the heart of its launch strategy, tailoring content to educate and unpack the brand philosophy and build understanding, setting a remarkable global standard for entertainment cities.

During the session, Qiddiya’s senior marketing manager Laila al Omran, and Media.Monks’ head of social media MEA, Mitch Williams, unveil the strategy, hurdles, and achievements encountered during the brand and city's launch and share insights applicable to brands and government entities seeking to engage audiences through social media. 

Apart from taking the stage, Media.Monks’ managing director of its founding office in The Netherlands, Pierre Nelwan will participate as jury president of the Film Craft jury and Tomas Almuna, group creative director, will serve on the Entertainment jury. 

Omar Abou-Ezzeddine, managing director of Media.Monks MEA, said, “It’s incredible to be part of yet another edition of Dubai Lynx. We look forward to sharing our social-first collaboration with Qiddiya, and sharing our expertise within the jury rooms.”

Pierre Nelwan, managing director at Media.Monks and jury president of the Film Craft jury added, “I’m proud and extremely excited to be part of Dubai Lynx 2024 as jury president. I’m honoured to recognise the game-changers and innovators who redefine the boundaries of excellence in our industry.”

See more information about the session, taking place Tuesday 5th of March at 13:40 on the MENA Stage here.