Creator Sessions

In this episode of the Creator Sessions, We sat down with Ghadeer Khub from the Creative & Production Department at the Department of Culture and Tourism, Abu Dhabi — filmed inside the iconic Louvre Abu Dhabi Museum.From 14 internships to leading award-winning campaigns, Ghadeer’s journey is anything but conventional. In this episode, she shares her rise through Australia’s agency scene, her philosophy on data-led destination storytelling, and how her team is reshaping how the world sees Abu Dhabi — one reel at a time.We cover: ✨ The viral Shaqwerma campaign with Shaquille O’Neal ✨ How consumer insights are shaping Abu Dhabi’s new social identity ✨ The rise of event-driven travel ✨ Why creators, not brands, are now leading the tourism conversationThis is a masterclass in modern marketing for destinations. Whether you're in tourism, content, or culture, this one's not to be missed.

Fresh off the stage at the Web Summit in Qatar, we welcomed Code and Theory’s CEO and Co-Founder Dan Gardner and Chief Strategy Officer Brent Buntin to our office in Dubai — their first visit since we joined the network! In this live-recorded town hall session, Dan and Brent sat down with Tom, Matthew, and Dia to share their vision for the future: from the evolving role of AI in creativity, to what this acquisition means for both Code and Theory and Create. Tune in for insights on innovation, culture, and the opportunities ahead, as well as some insightful questions from the team. 

In this very special episode of the Creator sessions, the partners sit down together to discuss the big announcement revealed last week, that Create. has officially been acquired by Stagwell’s Code and Theory Network. This game changing acquisition didn’t happen overnight. For over 15 years, this team has worked to build this agency up to where it is today. Listen in as Tom, Dia and Matthew detail the process and the lead up, and reflect on their past and the path that lead them all here, and where it’s headed.

In the latest episode of The Creator Sessions, we sit down with Her Excellency Nouf Al-Bushlaibi, Executive Director of the Strategic Marketing and Communications Sector at the Department of Culture and Tourism Abu Dhabi. Join us as she shares her passion for showcasing Abu Dhabi to the world and the city's remarkable transformation, driven by its people, culture, and leadership. From her personal experiences growing up to the strategic vision that has shaped the capital, Nouf also opens up about her love for Abu Dhabi's warm hospitality and how the city’s spirit is at the heart of its global appeal. Tune in to hear more about her journey, her role in Abu Dhabi's rise as a cultural hub, and her vision for the future. 

In this episode of the Creator Sessions, we sit down with Mariam Solika, the Gen Z communications powerhouse behind COP28 UAE and Founder of THE GOOD NEWS, a platform dedicated to spreading positivity across the Arab world. Join Tala as she dives into Mariam's insights on sustainability, her inspiring career journey, and how she's using social media to drive positive change. Here's how the next generation is shaping the future of climate action and beyond!

Listen in to what Ant Middleton, adventurer, author, TV star, host, and all-around inspiration, shared with us when he stopped by our offices to talk to Tom & Dia on The Creator Sessions.  From riveting stories about his dicey climb on Mount Everest to powerful advice on building resilience, the conversation was as exciting as it was inspiring.

Tom & Dia sat down with our new Executive Creative Director, the one and only Kim Jerbo, to talk about his diverse and exciting career trajectory, his approach to the creative process and the dynamics of client-agency relationships across different markets.

Tom & Dia had an inspiring conversation on creativity and the new era of digital marketing with Moadh Bukhash, Chief Marketing Officer of Emirates NBD.   From his unexpected career journey to sharing insights on the evolving marketing landscape, this episode is a must-listen for all creatives and industry enthusiasts.

Majed Al Mansoori, Deputy Executive Director of the Museum of The Future, joined us for a chat about his career growth for the latest episode of Creator Sessions. From youth delegate to engineer to creative marketer and then climbing the ranks at MOTF from Project Manager, Majed has accomplished a lot in just 13 years. 

Welcome to Episode 2 of Create Echo, the mini podcast that’s on its way to becoming your go-to source for anything company, community and industry-related. In this episode, Kate gives us updates about TikTok's Creator Programme, some new developments over at X (formerly Twitter), and more.

Meet marketing maven Katie Golding, Chief Marketing Officer of the Saudi Research and Media Group (SRMG). We had a blast chatting with her on the podcast about everything from her passion for trail running, women’s empowerment in the region, and many anecdotes from her illustrious career.

Introducing: Create Echo

In the final Emirati Women’s Day episode, Tala invited artist and illustrator Aysha Al Hamrani to the podcast. You may know her as @mnawrah online, and her charming illustrations have been featured in everything from cosmetic campaigns to children’s books. They spoke about Emirati culture, Aysha’s highly self-reflective journey as an artist from the days of yore on Flickr & MySpace, and where she is today as a pioneer in her domain.  Find her on Instagram: @mnawrah Fellow artist and friend Maitha Hamdan’s Instagram: @maithahamdan

In the second episode of our special Emirati Women’s Day series, Tala had a fascinating conversation with Aida Al Busaidy—a woman who’s worn many hats (or should we say sheilas?) in her career.  Aida’s impressive journey through the marketing and communications sphere has spanned close to 2 decades and has taken her from journalist to TV presenter to managing campaigns against 30 markets in consumer marketing, featuring everyone from key opinion and community leaders to celebrities. She’s not only the AVP of Consumer Advocacy at Dubai Economy and Tourism but also founded and runs two consultancy firms. She’s a columnist at Harper’s Bazaar too.  Her illustrious career has been recognised through her nominations in the prestigious Ahlan Hot 100 People to Watch in 2011 and Promise of a Generation in 2015. She was also recently recognised as a “Marketing Game Changer” by Campaign Middle East last year. Aida is also a very passionate advocate for women’s rights and social issues. Find her on Instagram: @aidaal

It’s Emirati Women’s Day and this is episode 1 from our three-episode series to celebrate this special day. Here, Tala Mukaddam sat down with Mariam Al Meraikhi, the Communications and Media Consultant for the UAE Year Of team, for a chat about Year of Sustainability, COP28 and Mariam’s own journey in her life and career. Mariam has many titles to her name outside of Consultant, including CEO and co-founder of Astrocloud Studios, National Experts Program Fellow, and UAE 51 National Day committee member. She’s also a passionate sustainability advocate, artist, and storyteller. Find her on Instagram: @mariam.meraikhi Follow UAE Year Of: @UAEYearOf

In this episode of the Creator Sessions, Tom & Dia visit Coca-Cola Arena with General Manager, Mark Jan Kar, in the 17,000-capacity venue to talk about everything from absurd rider requests from artists to how the live entertainment landscape has evolved and changed leading up to the establishment of the impressive arena. About Mark:  Mark Jan Kar is the General Manager at Coca-Cola Arena, spearheading the team in bringing some of the biggest acts and live performances from across the world to Dubai’s home of live entertainment. Having held a number of positions within the senior management team at Coca-Cola Arena, Mark joined as Commercial Director in November 2018, and shortly after took on the role as Head of Commercial and Live in June 2021, overseeing all elements of commercial business and live shows at UAE’s first multipurpose indoor events venue – before being appointed to General Manager in 2021.

For this episode, we were joined by Richard FitzGerald , CEO & Founder of Augusts Media. He’s the man behind all your favourite Lovin’ platforms!

We got three of our production superstars—Dia Hassan, Shona Royston and John Hassan—together for a chat about the rise of new tech in production.    They spoke about the potential and challenges around AI, VR and AR, and the best tools you need in your production tool belt.   Tune in and keep an ear out for our next episode!

We gathered some of our performance, strategy and social experts for a fun chat about what’s coming up in their fields.    Is influencer marketing the way forward? Are dedicated content creators the key to personalising brands? And how can we all stay on-trend when things keep shifting so rapidly?   What did you think? Message us on IG (@creategroup.me) for a chat!

Ever wonder how AI will shape the creative process over the next few years? Earlier this month, we let AI behind the wheel of our social channels in a week long experiment, every visual posted, every word you read—it was all AI. So we invited a few of the creative minds behind the project to talk us through the process and share their thoughts on how AI is already having an impact on the industry. Tune in to hear how it went.