Rewriting the rules of marketing to women in the Middle East
Source: BI-ME , Author: Posted by BI-ME staff
Posted: Wed April 11, 2012 2:54 pm

UAE. Gulf Marketing Review, the leading resource for marketing in the region and a Mediaquest Corp. publication, will be hosting the GMR Marketing to Women Conference 2012 for the sixth consecutive year on May 28, 2012, at The Westin Mina Seyahi Beach Resort & Marina, Dubai, UAE.
The 6th edition of the GMR Marketing to Women Conference will address key topics as female consumers across the Middle East are changing their aspirations, their attitudes and their behaviour. It is evident that the profound changes in socio-economic status, along with the seismic impact of digital media, are reshaping women’s personal agendas, the structure of their daily lives and, significantly, their brand relationships. Wider educational, workplace, political opportunities and increasing personal wealth are reshaping the expectations they have for their communities, their families and most of all for themselves.
Topics will tackle what the region’s female consumers are expecting from advertisers. Are the region’s marketing professionals falling short of women’s expectations? Have advertisers kept up with these changes or have they fallen behind the times in how they communicate with the region’s female consumers?
Understanding these changes and how they impact the practical and emotional needs of women is essential to effective, sustainable marketing communications.
Now in its sixth year, the conference examines how the changing roles of women in the region is, in turn, changing the way in which they relate to brands, advertising, retail and media.
“To be blunt, it’s time for all marketing professionals in the MENA region to rip up the old marketing rules book and take a fresh look at how they relate to female consumers who are, after all, among their most influential and affluent customers,” says Alexandre Hawari, co-CEO of Mediaquest Corp, publisher of Gulf Marketing Review (GMR).

The one-day Marketing to Women Conference begins by highlighting emerging global trends among women’s brand attitudes and behaviour, delivered by an international keynote expert speaker. This will be followed by a deep drill into the regional landscape including consumer-insight-driven research, analysis and case studies delivered by some of the most preeminent marketing operatives working in the Middle East today.
Topics will include: exclusive research, regional and international; marketing to moms, women and social media; health and wellness marketing in Saudi Arabia – how their future is changing; changing lives through sustainability brand programmes; and a reformulation of luxury marketing strategies in line with new attitudes, case studies.

The 6th Annual GMR Marketing to Women Conference will deconstruct conventional marketing wisdom to help unearth fresh insights, new attitudes and behaviour as part of a deeper drill into what women in the Middle East really want and need from your brand. Additionally, it aims to understand these changes and how they impact both the women’s practical and emotional needs, which are essential to effective, sustainable marketing communications.
The conference will also highlight emerging global trends by providing the latest tools and techniques to help marketers connect more deeply with one of the region's most influential consumer bases: women. Promising exclusive research and packed with insights, thought-leadership and case studies, the conference aims to help regional and global brands communicate more effectively and create deeper, longer-lasting relationships with the region's female consumers.

Results from the conference will be of benefit to senior managers, directors, business development managers, commercial and advertising managers, presidents, and CEOs for decision-making purposes when it comes to brand positioning and strengthening the consumer-brand relationship.

The 6th edition of GMR Marketing to Women Conference is sponsored by Yahoo! Maktoob, platinum sponsor; Cadillac, gold sponsor; Al Aan TV and Creative Edge, strategic sponsors; dotmena female and Haya magazine, media partners.

About Mediaquest Corp.:

Founded in 1997 in the UAE, Mediaquest Corp. operates in Algiers, Beirut, Dubai, Jeddah, Paris, Riyadh, Abu Dhabi and Tunis.

Publishing in three languages and with more than 20 consumer and trade titles covering business, marketing, communications, women’s interests, lifestyle, entertainment and automotive, Mediaquest Corp. is poised to become one of the leading media companies in the Middle East and North Africa.

Recognizing our media, franchise owners, clients and colleagues as our principal assets, Mediaquest Corp. is committed to setting the industry standard in customer service.

Celebrated titles include Arabies, Saneou Al Hadath, TRENDS, Gulf Marketing Review, Communicate, Haya, Raceweek,, Autocar Middle East, F1 Racing Middle East and Policy.

About Gulf Marketing Review:

For the past 19 years Gulf Marketing Review (GMR) has been the most authoritative and reliable source of information for marketing professionals across the Middle East. An indispensable blend of robust analysis, meaningful insights and solid research spanning a broad range of marketing disciplines, issues and product categories has kept GMR at the forefront of the region’s business media for nearly two decades.

For more information, please visit

Photo:  Alexandre Hawari, co-CEO of Mediaquest Corp, publisher of Gulf Marketing Review (GMR).



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