Join industry leaders from across the creator ecosystem for a morning of insights, discussion, and networking focused on the next chapter of creator marketing. From the creator economy’s growing role in integrated marketing strategies to measurement, trust, governance, and the rise of podcasting, the event brings together brands, agencies, platforms, and creators to share perspectives, case studies, and practical learnings shaping the future of the industry.
Event Overview
Agenda
Hourly Schedule
- 09:00 - 10:00
- Registration & Networking
- 10:00 - 10:10
- Welcome from IAB MENA
-
Speakers:
Ian Manning
- 10:10 - 10:30
- Introductory Keynote
- The creator economy has entered a new phase of growth, becoming an increasingly important part of the media, marketing and entertainment ecosystem. From the rise of new platforms and formats to the impact of AI, changing consumer behaviours and evolving brand investment, the landscape is shifting rapidly. This opening session provides a data-driven view of the market, examining the trends shaping the creator ecosystem today and the opportunities and challenges that lie ahead.
- 10:30 - 11:00
- From Reach to Relationships
- As the creator economy matures, the role of creators is evolving from media channels to strategic brand partners. Success is no longer defined by audience size alone, but by the ability to build trust, foster communities and create meaningful connections that influence consumer behaviour. This session explores how creator marketing is shifting beyond campaign-led reach to long-term relationships, and what this means for brands, agencies and creators looking to drive greater impact.
- 11:00 - 11:30
- Beyond the Download: Podcasts Deliver for Brands
- Podcasts offer attention, trust and meaningful audience engagement. As it expands beyond audio into video, live experiences and multi-platform distribution, podcasting is becoming a powerful channel for brand building as well as performance marketing. This session explores how brands can use podcasts to create more authentic connections, integrate creator partnerships into broader campaigns, and measure success in ways that go beyond downloads.
- 11:30 - 12:00
- Trust Is the New Currency: Building Confidence in the Creator Economy
- Attention may drive visibility, but trust drives influence. As creator marketing matures, brands, creators, agencies and platforms must navigate new expectations around transparency, disclosure, intellectual property and responsible partnerships. From licensing and usage rights to AI-generated content and evolving audience expectations, trust is becoming the foundation of sustainable growth. This session explores how the industry can implement the standards and practices that strengthen confidence across the creator ecosystem.
- 12:00 - 12:30
- Proving the Value: Measuring What Matters in Creator Marketing
- Expectations around measurement, transparency and accountability are increasing. Moving beyond likes, views and follower counts, brands need meaningful ways to understand business impact, compare creator investments with other channels and demonstrate return on investment. This session explores how the industry is evolving its measurement frameworks and what marketers should be demanding from campaigns.
- 12:30 - 14:00
- Lunch & Networking
Ian Manning
Executive Director, IAB MENA
Ian is currently the Executive Director of the IAB MENA, having worked with other industry leaders to establish it in MENA. He has had the privilege of working in multiple roles across multiple markets over his 20+years. This included leading global clients for Agencies in London, as CEO for an Agency in South Africa and recently as Head of Agency Partnerships for Facebook in the MENA region.
