Below The Fold - Marketing & Advertising Show
#1 Marketing & Advertising Podcast in MENA – Your go-to source for cutting-edge insights on marketing, digital advertising, and the future of AI in the marketing landscape. Join us as we explore innovative marketing strategies, advertising tactics, and the latest technologies shaping the industry. From the use of AI in marketing to practical approaches for branding and digital advertising, each episode brings you valuable knowledge from industry-leading experts and successful entrepreneurs. Whether you're a seasoned marketer or just starting out, our podcast covers everything you need to know to stay ahead of the competition. Discover actionable insights, deep dives into marketing case studies, an...
From Molecules to Models: How AI is Rewriting the Rules of Drug Discovery | Will Snow with Dr. Alex Aliper at Dubai AI Festival
🎙️ Topics include:
The future of AI and robotics in clinical drug developmentWhat’s holding back AI-designed therapies from reaching patientsHow generative biology is unlocking new drug pipelinesThe real cost of delay in global healthcare innovationIn collaboration with Date With Tech, Launch Foundry // AI Product Studio, Trescon, and the Dubai AI Festival at DIFC Innovation Hub.
Watch the Full Episode and Follow us on Social Media! ↓
📲 Instagram: https://www.instagram.com/belowthefoldpodcast/
🎬 YouTube: https://www.youtube.com/@BelowTheFoldPodcast
🎵 TikTok: https://www.tiktok.com/@belowthefold?lang=en<...
Code with Purpose: AI, Culture, and Building for Impact | Martell Gamble at the Dubai AI Festival
🔍 What We Cover:
Why soulful leadership is needed now more than ever in techThe link between gospel, activism, and AI product designBuilding Mollify, an inclusive AI nutrition appWhy DEI must be embedded at the core—not bolted onCreating AI copilots for underserved communitiesHow Dubai’s openness to soul-led innovation is creating global opportunityMartell’s dream: A world where AI becomes a tool for healing, not just scaling
👤 About the Guest
Martell Gamble is the CEO and Co-Founder of Willbanah, a values-driven software and AI company blending technical innovation with deep social purpose. With a background...
Designing for Impact: When Data Strategy Meets Human-Centered Change | Ronnie Sheth with Naveen Bharadwaj at Dubai AI Festival
🔍 What you’ll learn:
Designing AI with human values at the coreScaling data strategy without compromising ethicsEnterprise governance and ESG done rightLessons from building tech that creates real-world change📢 Whether you're a data leader, founder, or changemaker, this conversation is your roadmap for designing technology that matters.
Watch the Full Episode and Follow us on Social Media! ↓
📲 Instagram: https://www.instagram.com/belowthefoldpodcast/
🎬 YouTube: https://www.youtube.com/@BelowTheFoldPodcast
🎵 TikTok: https://www.tiktok.com/@belowthefold?lang=en
🔗Linktree: https://buff.ly/3VF3s4Q
Building Smart Nations with AI | Martin Yates with Naveen Bharadwaj at Dubai AI Festival
🔍 Key Topics Covered:
How governments can harness AI for citizen-centric transformationData governance, sovereignty, and ethical AI deploymentWhy smart nations need agile tech infrastructurePublic-private collaboration in the MENA regionLessons from the UAE’s approach to AI and innovation
📍 Recorded at the Dubai AI Festival, 2025.
📲 Follow us for more in-depth episodes on AI, tech, and innovation in the MENA region.
Watch the Full Episode and Follow us on Social Media! ↓
📲 Instagram: https://www.instagram.com/belowthefoldpodcast/
🎬 YouTube: https://www.youtube.com/@B...
The Rise of the AI Educators: Redefining Knowledge with Digital Wisdom | Eng. Hessa Lootah at Dubai AI Festival
🎙️ Topics:
How AI is reshaping education in healthcare and beyondBuilding a culturally relevant AI model (Dr. Layla)Preserving traditional medicine with data and technologyEmpowering students with AI, not replacing educators🔗 Listen now to discover how one Emirati engineer is redefining the future of AI in education—starting with a greenhouse and a shy digital doctor.
00:00 Introduction and Welcome
00:19 Vision Behind Dr. Layla
00:44 Dr. Layla's Role and Function
01:29 The Persona of Dr. Layla
02:16 Balancing Cultural Heritage and Scientific Accuracy
03:04 Reactions and Acceptance
05:28 AI in Educa...
How AI Is Transforming Healthcare | Parminder Bhatia at Dubai AI Festival
🎙️ Topics:
How AI is speeding up diagnostics and improving patient careBuilding trust between clinicians, patients, and AI solutionsThe evolution of healthcare from hospital-centric to home-centricReal-world applications of AI in medical imaging and diagnosis
⏱ Timestamps
00:00 Introduction to the Podcast and Guest
00:36 Transition from Amazon to GE Healthcare
02:07 AI Innovations in Healthcare
02:52 Future of AI in Medical Devices
04:20 Building Trust in AI Technologies
06:39 Listener Questions and Quickfire Round
08:28 Closing Remarks
Watch the Full Episode and Follow us on Social Media! ↓<...
The Human Side of Tech: Shadi Dawi’s Rise in Middle East Media
In this episode:
The evolution of PR in the Middle East & North AfricaAI vs. human connection: can tech ever truly replace empathy?Why meaningful relationships still drive brand and business successInside scoop: What to expect from Dubai AI Festival 2025Building a legacy through content, culture, and connection
Guest spotlight: Shadi Dawi
Empathy Metrics: How Feeling Valued Fuels Performance with Mimi Nicklin
Inside this episode:
• What listening-led leadership really means—and how it transforms morale and motivation
• The science behind why being seen and heard boosts team performance
• How psychological safety and empathy drive innovation and prevent burnout
• Real-world inspiration: How Microsoft became a model for empathetic leadership
• Can AI scale empathy? A surprising take on tech and emotional intelligence
This conversation is a must-listen for leaders, creatives, and professionals who want to create more human, connected, and high-performing workplaces.
📩 If this episode resonates, subscribe, leave a review, and share it with someone buildin...
Custom Bidding Explained: How to Take Control of Your Ad Spend with Hicham Ghazal
Key Topics Covered:
• What custom bidding is—and why it matters now more than ever
• The limitations of smart and manual bidding
• How custom bidding improves efficiency and profitability
• The math behind custom bidding: inputs, outcomes, and what to track
• How to structure your bidding models for real-world impact
• Brand health vs performance marketing—and how to balance both
• Why marketers need to own their numbers and not rely blindly on algorithms
• Leadership, data, and the evolving role of marketing in 2025
Key Takeaways:
✔ Custom bidding isn’t just for data scientis...
10 Reasons why PR matters with Lara Geadah
Key Topics Covered:
• What PR really is beyond media coverage (and why most people get it wrong)
• The importance of personal branding and self-promotion in today’s market
• Why you don’t need a background in PR to start making an impact
• How PR can help close deals and bring in inbound leads
• Budget-friendly PR strategies for startups and SMEs
• The power of LinkedIn influencers and why they’re taking over the PR game
• Why PR is about storytelling and credibility, not just media placements
• Unexpected collaborations and how they can skyrocket your bra...
Measuring What Matters: The Shift from Viewability to Attention in Ads
Key Topics Covered:
✔ The shift from viewability to attention measurement in advertising
✔ How AI and machine learning enhance ad quality and efficiency
✔ The difference between human-based and device-based attention tracking
✔ Key factors influencing ad attention, including platform, format, and audience behavior
✔ The potential of attention as a currency in the digital advertising landscape
✔ Challenges and opportunities in measuring attention across various platforms (CTV, social, display, etc.)
✔ The role of emotional analysis and neuro-marketing in understanding ad impact
Key Takeaways:
✔ Attention measurement goes beyond simple viewability, offering deeper in...
Loyalty in Marketing Unlocked With Paula Thomas
Key Topics Covered: • Defining loyalty marketing and its role in driving profitable behavior change • The power of data in creating personalized customer experiences • How top brands like Starbucks, Amazon Prime, and Emirates Skywards excel in loyalty programs • The balance between rewarding loyal customers without excessive discounts • The growing influence of AI in enhancing customer segmentation and engagement • Budget considerations and measuring the ROI of loyalty programs
Key Takeaways: • Loyalty marketing is about fostering authentic connections with customers • Businesses must strike a balance between incentives and profitable outcomes • Successful programs, like Discovery Vitality, prove that loyalty strategies can deliver significan...
Empathy As A Marketing Superpower with Mimi Nicklin
Key takeaways from this conversation:
🔹 Why empathy is more than just a “nice-to-have” in marketing
📊 How understanding human emotions leads to better brand strategy
💡 The role of empathy in creativity, innovation, and audience engagement
⚡ How brands like Airbnb are winning with emotional connection
🚀 Why authentic relationships drive long-term customer loyalty
In a world driven by data, Mimi breaks down why human insight is just as important as numbers. Whether you're a marketer, business leader, or creative, this episode offers invaluable lessons on the power of connection in brand-building.
🎧 Tune in now and learn...
AI Powered Contextual Advertising Unlocked with Sherry Mansour
Have you ever wondered how the rise of artificial intelligence is reshaping the world of digital advertising? Join us on this enlightening journey in the latest episode of the Below The Fold Podcast, where host Ibrahim Jabri engages with digital marketing expert Sherry Mansour to unpack the evolving landscape of digital advertising, with a keen focus on contextual advertising. With her rich background in media sales, Sherry shares her unique path from logistics and real estate into the realm of media, fueled by an unwavering passion for storytelling and forging meaningful connections between brands and consumers.
AI For Good: Reshaping Careers, Education, and the Future of Work
Are we ready for a future where artificial intelligence reshapes our lives, careers, and education? Join host Andreas Frangeskides in this thought-provoking episode of the Below The Fold Podcast, as he engages with Will Snow, a digital innovation product design expert, to explore the profound effects of AI across various sectors. Together, they dissect the current educational curriculum, questioning whether it adequately prepares future generations for a world increasingly dominated by technology.
As the conversation unfolds, they highlight the urgent need for individuals to acquire new skills to navigate the rapidly evolving digital economy. The B...
Navigate Media Quality To Unlock True Ad Performance with Hicham Ghazal
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 Jabri dives deep into the world of media quality in advertising with Hicham, a seasoned media professional boasting over 12 years of industry expertise. As digital marketing experts, we often focus on short-term gains, but Hicham reveals the crucial long-term benefits of investing in media quality. This enlightening conversation explores the evolution of media buying and the pressing need to measure quality in digital advertising.
With the digital landscape c...
AI - State of Nation with Technologists Andreas Frangeskides And Will Snow
🔍 Key topics include:
• The impact of AI on business, culture, and creativity
• Ethical considerations in the rapidly advancing AI landscape
• The U.S.-China AI arms race and its global implications
• AI for social good: Can technology drive positive change?
• The importance of human elements in the AI-driven future workforce
📌 Whether you're a tech enthusiast, marketer, or business leader, this episode provides valuable insights into the role of AI in shaping tomorrow’s world.
💬 What’s your take on the intersection of human instinct and AI i...
Empowering SMEs Through FinTech: Lessons from Beehive's Marketing Lead
💡 What’s inside this episode?
Milda's career evolution: From creative to corporateThe unique challenges of FinTech marketingHow Beehive empowers SMEs with fast, accessible fundingStrategies to simplify complex financial conceptsEmerging trends like AI and its role in the future of financial servicesGet actionable insights into:
✅ Niche marketing in FinTech
✅ Balancing compliance with innovation
✅ Connecting with retail investors and SMEs
✅ Leveraging partnerships for growth
🔑 If you're a marketer, entrepreneur, or FinTech enthusiast, this episode is packed with lessons to help you stay ahead in the ever-evolving financial services industry.
...
6 Facts you need to know about PR - Marketing Trends by Below The Fold
Have you ever considered how public relations (PR) can unlock doors in both your personal and professional life? In this enlightening episode of the Below The Fold Podcast, host Ibrahim Jabri sits down with Lara Jada, the visionary founder of Cameo Comms, a PR agency that specializes in the dynamic realms of food, beverage, and technology. Together, they delve into the often-overlooked significance of PR, revealing that it’s not just for celebrities but an essential tool for everyone striving to elevate their brand and visibility.
Lara shares her compelling journey into the world of PR...
Unlocking Fitness Marketing: Community and Authenticity in Social Media Strategies for Success
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 of the Below The Fold Podcast as host Ibrahim Jabri sits down with Huda, a marketing expert with extensive experience in the fitness and wellness industry. Together, they unveil the secrets behind effective marketing strategies that not only engage but also foster a sense of belonging among clients.
Huda takes us through her fascinating journey from public health to fitness marketing, illustrating how her educational background shapes her approach to...
Harnessing the Power of Storytelling
Key topics covered include:
The intersection of SEO and storytelling: How to craft content that appeals to algorithms and human emotions alike.The saystory tool: Revolutionizing feedback and collaboration processes using voice input to enhance productivity.Brand narrative development: Tips for creating compelling stories that align with brand identity.COVID-era business adaptation: Strategies Neil employed to pivot during the pandemic.Arabic content expansion: Challenges and opportunities in catering to diverse markets.Consistency in communication: Why maintaining a unified brand voice is crucial across all channels.Additional Highlights:
Neil’s personal journey and the foundation of Rightfully.Re...How Blockchain is Shaping the Future of Data & Privacy
Together, we dive into:
The evolution of digital marketing and the challenges it faces todayHow blockchain technology is changing the way data is managed and sharedThe role of BlahApp in empowering users by addressing data privacy and rewarding them for their dataThe challenges of zero-party data and building consumer trustHow global regulations like GDPR are shaping marketing practicesThe intersection of data ownership, privacy, and monetizationKey topics also include:
✅ The power of blockchain to enhance transparency and security
✅ How Meta’s data controversies highlight the risks of poor data practices
✅ The evolving role of data wal...
The Decision Making Spectrum: Instinct, Common Sense & Data
🔍 Key topics include:
The spectrum of decision-making: Instinct, data, and common sense.Using AI tools for marketing without losing the human touch.The ethics of over-personalization and data usage.Case studies showing instinct's role in disruptive innovation.Practical tips for balancing analytics with intuition in leadership.📌 Perfect for marketers, leaders, and tech enthusiasts looking to master the interplay between technology and human judgment!
💬 What’s your take—can AI ever fully replace human instinct? Share your thoughts below!
Timestamps:
00:00 Introduction
01:21 Philosophizing About Data and AI
03:45 Expl...
Social Content Strategies Exposed
Here is some of the topics we cover:
Mastering agility in content productionDecoding trend-jacking strategiesBalancing virality, authenticity, and the debate on speed vs. qualityThe power of employees as brand advocatesHow brands can navigate controversial trends safely
Whether you're a seasoned pro or just starting your marketing journey, this episode is packed with actionable insights, thought-provoking discussions, and a sprinkle of humor.
💬 What’s your take on balancing speed and quality in content creation? Drop your thoughts in the comments!
Don’t forget to like, subscribe, and hit the bell for more insider...
UX and Marketing in the Automotive Industry
Drawing from his extensive career, Sary shares insights into how augmented reality, voice interfaces, and electric vehicles are revolutionizing automotive design and marketing. He also explores the dynamic interplay between engineering and marketing, offering practical lessons and strategies for professionals navigating this fast-paced field.
Timestamps:
00:00 Welcome to the Show
00:49 Introducing Sary Hamadeh
01:54 Sary's Career Journey
04:49 User Experience in Automotive Marketing
12:16 The Role of Technology in Customer Experience
16:02 Electric Vehicles and UX
19:58 Connected Cars and Future Trends
26:27 The Evolution of Smart Cars
27:34 Electric Cars: Losing or G...
7 True or False Statement on AI's Role in Marketing:
From debating AI’s ability to replace human ingenuity to discussing its potential to boost efficiency and create new opportunities, this episode is packed with valuable insights for marketers at every level.
Whether you're navigating your career or leading innovative campaigns, tune in to gain a fresh perspective on the future of marketing in the AI era.
Don’t forget to share your thoughts and join the debate in the comments or on our social media channels!
Timestamps:
00:00 Introduction
00:50 Meet Franciska Acs: A Marketing Pro
02...
Paid Search Advertising Unplugged with Richard Hartley
Whether you're a seasoned marketer or just starting out, this episode is packed with actionable advice on mastering paid search and optimizing your campaigns.
Tune in for expert tips and fresh perspectives on navigating the world of paid search! 🎧
Timestamps:
00:00 Introduction
01:09 – Meet Richard Hartley
01:42 – From Drummer to Business Leader: How Music Shaped His Approach
03:05 – Why Paid Search is So Exciting
04:13 – Overcoming Challenges in Paid Search
07:51 – The Evolution of Paid Search Marketing
08:30 – How AI and Automation Are Shaping the L...
Data, AI, and Creativity: Building Tomorrow’s Marketing Teams with Andreas Frangeskides
Whether you’re a marketing pro or just starting out, this episode offers valuable insights into leveraging technology for impactful marketing strategies.
Tune in for fresh perspectives! 🎧
Watch the Full Episode and Follow us on Social Media! ↓
Timestamps:
00:00 Introduction
00:49 Meet Andreas Frangeskides
01:18 Career Journey and Expertise
03:00 Building Effective Data-Driven Teams
03:14 The Role of AI, Wearables, and Voice Technology
06:13 Challenges and Opportunities in Big Data
16:55 The Ethical Debate on AI
23:31 The Skynet Principle: AI's Potential to Surpass Humanity<...
Retail Media Ecommerce Close Up with Karen Khattab
Whether you're a seasoned professional or new to the field, this episode offers valuable knowledge on navigating the digital commerce landscape in MENA.
Don't miss out on this enlightening discussion!
00:00 Introduction
00:49 Meet Karen Khattab: E-commerce Expert
02:27 Diving into E-commerce in MENA
07:35 The Rise of Quick Commerce
14:55 Understanding Retail Media
16:47 Global vs. Local Retail Media
20:45 The Importance of Retail Media for Advertisers
24:53 Deterministic vs. Probabilistic Targeting in Retail Media
25:15 Amazon's Extensive Audience Segmentation
25:43 Targeting Str...
Redefining Brand Measurement in Podcasts with AI
Tamara highlights the importance of brand suitability, contextual targeting, and content transparency. A case study with a major telecom company showcases Barometer's effective integration with The Trade Desk.
The conversation also touches on podcast measurement challenges and Barometer’s expansion into omnichannel platforms, emphasizing the need for continuous education in leveraging audio marketing.
Don’t miss this insightful conversation! 🎧
Timestamps:
00:00 Introduction
00:49 Guest Introduction: Tamara's Journey
03:06 Founding Barometer: The Hackathon Story
04:17 Barometer's Evolution and Impact
05:52 Understanding Barometer's Functionality
11:51 Case Studies and Real-World Applicat...
Leadership in a Digital Age with Stuart MacKay
Learn how agencies adapt through partnerships with tech companies and integration of consultancy services.
This episode also delves into leadership strategies emphasizing transparency and team empowerment, highlighting the importance of communication and collaboration in enhancing productivity and global team coherence!
Timestamps:
00:00 Introduction
01:18 Stuart's Background and Career Journey
03:26 Challenges in Digital Leadership
03:42 Data-Driven Decision Making
05:01 Agility and Innovation in Advertising
06:32 Client Centricity and Personalization
07:50 Cross-Functional Collaboration
17:51 Adapting to the Digital Landscape
23:12 Collaboration with Tech Companies
27:57...
Strategy in Advertising and Marketing Today with Mazher Abidi
With Mazher's extensive experience in media and creative agencies, you'll gain insights into how to align strategy and tactics effectively.
We’ll also cover the impact of AI on advertising strategies and the need for innovation in products and communication. Plus, hear real-world examples like Lego's audience engagement and FIX Chocolates’ viral campaign.
This episode is packed with valuable tips for marketers and advertisers looking to elevate their game!
Timestamps:
00:00 Introduction
00:49 Guest Introduction and Background
01:55 Diverse Experience in Media and Creative Agencies
02:3...
From Corporate to Entrepreneurship: Valbona’s journey into marketing
We discuss her experiences at Salesforce, the importance of personal branding, and strategies for B2B marketing. Valbona also reveals her insights on content creation, community building, and maintaining a healthy lifestyle.
Whether you're a seasoned marketer or just starting out, this episode is packed with valuable advice and stories. Don't miss out on the secrets of business success and personal growth.
Timestamps:
00:00 Introduction
00:49 Meet Valbona: The Journey Begins
02:11 The Importance of Personal Branding
03:26 Secrets of B2B Marketing
...
The Shifting Landscape of Retail and E-Commerce with Alexis Azzie
She discusses the evolution of retail in the digital age, key milestones, and the importance of blending media with broader marketing strategies. Alexis delves into the impact of COVID-19 on online commerce, challenges faced by brands in the DTC model, and the role of technology and AI in enhancing shopping experiences and marketing efficiency.
Tune in to gain valuable insights into how brands can stay relevant and effectively merge online and offline marketing efforts.
Timestamps:
00:00 Introduction
01:14 Alexis Azzie's Career Journey
03:49 Retail Evolution in the Digital Age
<...Unleashing AI in Communications: Conversation with Sultan Saab
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 Fold. In this engaging episode, we explore the role of AI tools in transforming communication strategies, the importance of prompting, and the future of AI integration in various industries.
Sultan shares personal anecdotes, demonstrates practical uses of AI, and provides valuable tips for both beginners and seasoned professionals.
Don't miss out on this comprehensive discussion on AI in communications, creative strategy, and more. Hit follow, leave your feedback, an...
From Corporate Success To Personal Branding Guru with Seif El Hakim
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 this engaging episode, Seif shares his incredible journey from being the CMO of Samsung in the CIS region to becoming a successful entrepreneur and personal branding coach.
Discover valuable insights on breaking through the marketing clutter, the significance of creativity and personal development, and the power of mentorship. Seif also shares his experience as an ex-sports professional and the profound impact of martial arts on his car...
Unpacking Performance Max: Is it Worth the Hype? with Ryan Fletcher
In this episode of Below the Fold, host Ibrahim Jabri welcomes back Ryan Fletcher for his second guest appearance. They dive into the evolving challenges and opportunities in digital marketing, including the impact of AI on paid search, industry skill gaps, and effective strategies for small budgets.
The discussion also covers app marketing, user acquisition, and the importance of understanding machine learning within ad platforms.
This episode provides valuable insights for both seasoned marketers and newcomers.
Timestamps:
0:00 Intro
00:55 The Skill Gap in Ad Tech
01:56 Challenges with Broad Ke...
SEO Masteries Unlocked With James Reynolds
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 SEO Sherpa. They cover vital topics including the evolution of SEO, content strategy, Google's algorithm updates, the rise of generative AI, and much more.
Whether you're a seasoned marketer or just starting, gain practical advice and insights to boost your online presence. Learn about topical authority, answer engine optimization, and the importance of backlinks.
Plus, get exclusive tips on maintaining content freshness and the impact of structured data.
Community Building Unpacked With Heba Al Nabulsi
In this episode of Below the Fold, we dive into one of the most underrated yet incredibly powerful marketing strategies—community building. I sit down with Heba Al Nabulsi, a social media expert and founder of the Let's Talk Social community, which has grown to 4,500 members across 55 countries.
Heba shares her remarkable journey from leading a media department at just 24 to becoming a pioneering account technology strategist. Throughout our conversation, she unveils the secrets behind her approach to community building, emphasizing the importance of authenticity, transparency, and purposeful engagement.
We explore how brands can...
Starting a Social Media Agency in Dubai w/ Laure De Wit
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 airline to launching her own social media marketing agency in Dubai.
Discover her insights on the importance of finding a niche, the challenges of pricing in the social media sector, and the tools she uses to create engaging content.
Whether you're an aspiring social media manager or just curious about the industry, this episode offers valuable tips and real-life experiences.
Timest...
