WEDNESDAY 19 MAR 2014 10:31 AM


The inaugural Transform MENA conference has just revealed a ground-breaking programme for 2014. The conference will be held at the JW Marriott Marquis Hotel, in Dubai’s Business Bay, on 2 June, directly preceding the Transform Awards MENA.

The conference is an essential experience for those involved with branding and rebranding, both in MENA and internationally, and provides businesses with an opportunity to learn from their peers, competitors and predecessors.

The programme includes ex-CEO of Virgin Atlantic, Steve Ridgway, who will speak about his experience with a company that became one of the best-loved brands in the world, Wael Allahou, from petrochemical company EQUATE will discuss employee engagement and change management and Bruno Maag and Ahmed Kandil will discuss calligraphy vs. typography. Topics covered will include: the implications of multi-market branding, the effects of Gen-Y on employer branding and the challenges and opportunities of building brands in the Middle East, and much more.

Liz Foggitt, publishing and events manager at Cravenhill Publishing, said: “This conference is an important event for anyone who works in branding or is looking to rebrand. It will address the challenging factors involved in brand evolution and include compelling success stories from the region. More and more companies from the Middle East and North Africa are growing internationally and facing difficult decisions. Regarding how to maintain the heritage of the brand and its cultural roots in the region while simultaneously appealing to a global audience presents a good deal of challenges that the Transform conference will address.”

The full-day programme will take place on Monday, 2 June at the JW Marriott hotel in Dubai.

For more information please visit: or


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