Episode 32: Influencer Marketing: Arabia’s Evolving Landscape

This 32nd episode of the The Brief, Weber Shandwick MENAT has recently released its inaugural InfluAnswer Arabia Report. The report aims to amplify the perspectives of content creators across the Middle East and North Africa, and share insights for brands to build stronger and more powerful partnerships. Above all, it hopes to contribute to a deeper knowledge of the evolving influencer ecosystem in the region.

In light of this release, we’re excited to be hosting this episode of 'The Brief' by MEPRA with Weber Shandwick MENAT to discuss the evolving marketing landscape from a brand, agency, and influencer perspective.

Host

Ola Zaidan, Manager, Influencer Relations, Weber Shandwick MENAT

Ola started her career in social media in 2016 and then shifted her focus to Influencer Management in 2019. Since then, she has built strong relationships with many influencers from different categories across the MENA region as part of managing influencer campaigns for brands across multiple sectors like automotive, f&b, hospitality, fashion, technology, and tourism.

She has deep experience in influencer marketing strategies, content ideation, platform selection, costing, negotiation, briefing, monitoring, quality control, and campaign reporting. Her experience extends to media relations for brands across the industry of technology, consumer goods, and finance. Ola was featured on Campaign Middle East’s Faces to Watch in 2021 and has a bachelor’s degree in marketing communications from the American University in Dubai.

Guests

Ronald Balit, Communications Director, GM, Cadillac

Ronald Balit was appointed Communications Director for General Motors Africa & Middle East, in November 2022. In his role, he curates and leads corporate, brand and digital communications strategies for the market, underpinned by GM’s regional ambidextrous approach and wider vision for a future of Zero Crashes, Zero Emissions and Zero Congestion.Ronald Balit brings to the table, over two decades of experience, with eight years of insight curated within General Motors alone, starting his journey with the platform innovator in 2015.  He was first appointed as a Product Communications Manager, following which he was entrusted with the role of Product Marketing Manager, from 2018 until 2022. Throughout his career, Ronald elevated the communications practices within General Motors, having been instrumental across Product Communications, Public Relations, Internal Communications and Marketing, while having a finger on the pulse of the wider automotive, luxury and media industries for 20 years.Ronald’s skills are wide-ranging spanning, project management and spearheading successful marketing strategies for Chevrolet and GMC in the region. Ronald holds a Bachelor’s in Mass Communication from Notre Dame University in Lebanon.

Rama Murad, Content Creator & Influencer

Rama Murad, a dynamic content creator based in the UAE, invites you to explore a global tapestry of inspiration on her platforms. Originally driven by a deep-seated passion for sharing her lifestyle, Rama curates captivating content spanning fashion, travel, makeup, skincare, and lifestyle. Her journey in social media has blossomed into a substantial following and accolades, including the prestigious MENA Digital Creator’s award by META for Influencer of the Year in the "Best Use of Instagram - Lifestyle " category. Rama leads with engaging insights into her world.

Ghaleb Zeidan, Regional Managing Director, Weber Shandwick MENAT

As Regional Managing Director, Ghaleb heads up UAE operations as well as Culture, Learning & Development and Partnership for Weber Shandwick MENAT. He joined the agency in 2010 and brings expertise in consumer, corporate, financial and government communications, as well as employee engagement, speaker training, and issues and crisis management. His sector expertise includes aviation, education, energy, finance, healthcare and tourism.​ Ghaleb was named ‘Best PR Professional in Middle East’ at the PRWeek Global Awards 2024 and won ‘PR Leader of the Year’ at the PRCA MENA Awards 2019. In 2023, he was inducted as a MEPRA Fellow for his outstanding contribution to the public relations profession in the Middle East. Under his leadership, Weber Shandwick UAE was officially certified as a Great Place to Work from 2022-24.​ He is a member of the MEPRA Strategy Board and has been selected to the judging panels of the MENA Effie Awards, the inaugural Arabic Communications MEPRA Awards, the PRCA MENA Awards and the MEPRA Awards.​

Currently, Ghaleb partners with a range of brands including Netflix, General Motors (GM) and First Abu Dhabi Bank (FAB), while providing counsel to local and federal government clients such as the Department of Health - Abu Dhabi (DOH).​Organizations that have previously benefitted from Ghaleb’s insight include the Bill & Melinda Gates Foundation, Warner Bros. World Abu Dhabi, Qasr Al Watan, the World Health Organization (WHO), UAE Banks Federation (UBF), and Yas Island, in addition to several NGOs. He has also provided senior counsel on numerous mergers in the region.​Before joining the agency, Ghaleb managed a client portfolio that included Air Arabia, Aramex, Dubai Bank, Dubai Financial Market and Dubai Islamic Bank.​ Ghaleb holds a Diploma in Diplomatic and International Relations from the Beirut Arab University and a BA degree in Political and Administrative Science from the Lebanese University in Beirut.

Produced by LPME Studios