Alina Mezentseva

The facts: There is an entire generation of paying customers who are "done" with social media and "need a break". - Is this concerning? - Are we getting the basics wrong in terms of brand purpose and value creation? - Has the time come to pivot? - Is it time to take "authenticity" and "community" from the drawing board to the field? - What will it take to plug Gen Z back in? - Has the time come for Heads of Brand and Marketing to be more agile, flexible, and move at the speed of culture? Thank you, Mary S., business lead at MSL Group Middle East ; Mohammad El Tayech, strategic planner at TBWA\Raad; and Laura Gleadhill, general manager at Keyade Middle East, part of GroupM MENA for sharing your candid thoughts. Cue brands and marketers: This story has been a hot minute in the making ... and it's definitely worth 3-minute read! So, if you haven't had your morning dose of reading over a coffee / herbal tea / glass of water yet, now would be as good a time as any. To the rest of you who shared your off-the-record comments, you know who you are, and I remain grateful for your contributions to the industry-uplifting chatter. If you have an opinion on where the industry ought to go and what it needs to do, and would like to be heard, I’d love to hear from you. You know where to reach me: anup.oommen@motivate.ae.

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How is ACWA Power in operating at the forefront of energy transition while operating in a country which saw a chunk of its wealth come from oil and gas? Read more to find out 👇⚡💡 #energytransition #SaudiArabia #MiddleEast Marco ARCELLI Raad Al-Saady

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bp Teams Up with Masdar, Hassan Allam Utilities, and Infinity Power to Explore Green Hydrogen Development in Egypt BP has entered a Joint Development Agreement (JDA) to join an existing consortium comprising Masdar, Hassan Allam Utilities, and Infinity Power to explore the potential development of a multi-phase green hydrogen (gH2) project in Egypt. Under the JDA, bp will lead the development and operation of the project on behalf of the consortium. The partners will consolidate their respective gH2 projects in Egypt and explore the feasibility of a large-scale, multi-phase initiative focused on developing gH2 and its derivatives, with an emphasis on export opportunities. The newly formed consortium has signed a Framework Agreement (FWA) with the Egyptian government to […] Read the full story here: https://lnkd.in/dRUcSKWm #solarenergy #alternativeenergy #solarpv #pvsolar #photovoltaic #cleanenergy #cleantech #climatechange #middleeast #africa #india #asiapacific #asia #africa #egypt #greenenergy #greenhydrogen #masdar #renewableenergy

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Did You Know? 1. In 2024, the MENA region has attracted over $20 billion in renewable energy #investments, surpassing previous years' records. 2. Saudi Arabia plans to generate 50% of its energy from renewable sources by 2030, with major projects like the $5 billion #Neom Green Hydrogen plant leading the way. 3. The UAE's Mohammed bin Rashid Al Maktoum Solar Park is set to become the world's #largest single-site solar park, with a planned capacity of 5,000 MW by 2030. 4. Qatar has launched its first large-scale #solar #power plant, the Al Kharsaah Solar Project, which will provide 10% of the country's peak electricity demand. 5. Egypt's Benban Solar Park, one of the largest in the world, now generates over 1.8 GW of power, significantly contributing to the country's renewable energy targets. 6. The renewable energy sector in the #MENA region is expected to create over 220,000 new jobs by 2025, spurring #economic #growth and diversification. 7. #Innovative projects in the region are focusing on the water-energy nexus, utilizing #renewable #energy to power desalination plants, addressing both energy and water scarcity. 8. MENA countries have issued over $5 billion in #green bonds in 2024 alone, funding sustainable projects and attracting global investors. 9. The region is becoming a hub for renewable energy #innovation, with advancements in solar panel efficiency, energy storage solutions, and smart grid #technology. 10. Governments across the MENA region are introducing favorable #policies and incentives to boost renewable energy #adoption, including tax breaks, subsidies, and streamlined regulatory processes. #RenewableEnergy #Sustainability #GreenInvestments #SolarPower #CleanEnergy #GreenTech #EconomicGrowth #Innovation #ClimateAction #MENA #FutureEnergy

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🍃 We celebrate the important partnership between Masdar (Abu Dhabi Future Energy Company) and Bapco Energies to develop up to 2GW of wind energy projects in the Kingdom of #Bahrain. This collaboration not only marks a significant entry of Masdar into Bahrain but also pioneers the first large-scale near-shore and offshore wind initiatives in the Kingdom. Given Bahrain's limited land availability to develop solar, this partnership forges the path towards a major transformation of the energy landscape in Bahrain, unlocking the potential for a renewable future for the country, in line with the country's decarbonization targets. #RenewableEnergy #Sustainability Eyad R. Faraj Ali Al-Baqali https://lnkd.in/dk-29TG3

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More and more, the traditional one-way and two-way communication models are giving way to omnidirectional approaches. Are you familiar with the echoverse? Read on to explore this shift in communication dynamics. #marketing #communication_channels #the_echoverse

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Three Signs of Inflation: Increased Prices Reduced Purchasing Power Higher Cost of Living Every Nigerian should understand inflation—it signifies that costs are rising, and the naira doesn’t go as far as it once did. Embrace a lifestyle where art converges with architecture, and your investment outperforms the Naira-to-Dollar rate. Invest in Nigeria’s tallest and most sophisticated building, -LeonardoBySujimoto. Located in Sub-Saharan Africa, this exclusive waterfront high-rise offers a 200% ROI. #LuxuryRealEstate #InvestmentOpportunity #LeonardoBySujimoto

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This is an important piece of work by #Mepra and one that we should all consult as we continue to navigate the AI landscape. Fantastic and timely work by Margaret Flanagan and team. #communications #AI

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I had the pleasure to share my thoughts as a panelist at the World Future Energy Summit!, representing the Clean Energy Business Council (CEBC) Energy Efficiency Working Group and ENGIE Solutions Middle East on the topic: A technology insight into building energy efficiency. The panel was moderated by Yasser Ahmed, with expert inputs from Rohan Chopra and Andrea Di Gregorio. We delved into crucial topics shaping the future of energy efficiency and Energy Performance contracting: -Energy efficiency: A cornerstone in decarbonizing our buildings. -Retrofitting: Unpacking challenges & seizing opportunities. -Today's and tomorrow's tech: Innovations paving the way. -Business model innovation: From ESCO to CaaS, EaaS, and beyond. -Collaboration: Government, businesses, and finance in action. -Scaling up: Recommendations to accelerate energy efficiency efforts. #WFES #SustainableEnergy #FutureOfEnergy #NetZero #decarbonization

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I wrote a piece for Campaign Middle East about the importance of PR in integrated communications. Essentially, by incorporating diversity of thought from different marketing disciplines and cultural reference points, marketing strategies can be more impactful. Having PR involved in the creative process from the start should lead to more innovative ideas that work in earned media and reach the right audiences. I’ve loved putting this into practice at Current Global MENAT and working with our friends across MCN | Middle East Communications Network. When creative agencies are not only willing to integrate PR into the mix but tailor ideas to work harder for earned media, you truly get the best outcomes for clients.

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Got a phone call today asking: Do you interview only C-suite executives? I said, no. It's because of stories like this: Campaign Middle East spoke to Nour H. - a mother first, a marketer next, who explained why it's time to rewrite the playbook. While traditional marketing hammered on about the 7Ps of marketing, including product, price, place, promotion, people, process, and physical evidence, the new era of marketing has also demanded a few more Ps such as purpose, personalisation, and co-creation partnerships. But in the pursuit of "purpose" within positioning, brands shouldn't forget the end goal (beyond sales) of creating real value, having a real impact, and solving a real problem to ease people's lives. Thank you, Nour, for an open, honest, and candid conversation, proving the on-the-ground, raw impact of effective campaigns.

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Private-to-private (P2P) renewable energy projects in Egypt's electricity market are gaining traction, with 20 firms showing interest in investments exceeding $1 billion. This marks a significant shift towards sustainability and private sector involvement in the country's energy transition. The authorization of P2P project regulations by EgyptERA signals a positive step towards a greener future. The potential for projects exceeding 1,000 MWs within two years highlights the growing demand for renewable energy solutions in Egypt. #sustainability #renewableenergy #egypt #privatesector

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This week, a significant milestone was reached for #greenfuels and the #energytransition with the results of the H2Global pilot auction. In practical terms, this marks the beginning of a new global energy trade flow, from Egypt to Europe. In the long run, new energy sources will need the same, if not greater, levels of support as traditional energy sources. Witnessing this transition in real time is fascinating, and playing a small role in bringing a significant project closer to the all-important final investment decision is extremely rewarding. Highlights, including prices and volumes, are in the post below 👇

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THE GREEN ECONOMY MEETS HYDROGEN IN THE UAE The UAE is boldly stepping forward to redefine its energy landscape with a robust focus on hydrogen—a cornerstone for the future of sustainable energy. As we embark on this journey towards achieving Net Zero by 2050, understanding the multifaceted impact of hydrogen is crucial. From fostering economic diversification and technological innovation to addressing legal frameworks and environmental considerations, the hydrogen economy holds transformative potential for the UAE. 🔹 Why is hydrogen pivotal for the UAE's green economy? 🔹 What opportunities does this bring for businesses and the environment? 🔹 How are political and social factors shaping this path? Swipe through our latest insights and dive deep into the PESTLE analysis of hydrogen's role in the UAE’s energy strategy. Let’s discuss how hydrogen can propel us towards a more sustainable and prosperous future. #HydrogenEconomy #SustainableEnergy #UAE #NetZero2050 #EnergyTransition #Innovation #GreenEconomy

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SCZONE Chairman Advances Egypt-Netherlands Green Energy Collaboration The Chairman of the General Authority of the Suez Canal Economic Zone (SCZONE), Mr. Waleid Gamal El-Dien, recently attended the prestigious “World Hydrogen Summit and Exhibition” in Rotterdam, Netherlands, from May 13 to 15. The summit, a significant event in the realm of green energy in Europe, focused on supporting the energy transition and enhancing the collaboration between governments, the private sector, and financial institutions to achieve global green energy goals. At the International Hydrogen Trade Forum (IHTF) roundtable, Mr. Waleid Gamal El-Dien engaged in discussions alongside Mr. Rob Genn, Minister of Climate and Energy Policy of the Netherlands, and […] Read the full story here: https://lnkd.in/dkNbiGaS #solarenergy #alternativeenergy #solarpv #pvsolar #photovoltaic #cleanenergy #cleantech #climatechange #middleeast #africa #india #asiapacific #asia #africa #egypt #europe #greenhydrogen #middleeast #netherlands #renewableenergy #sczone #solarenergy

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🌍💨 We're thrilled to witness the significant strides made by Masdar (Abu Dhabi Future Energy Company) and Infinity Power in their collaborative efforts to establish one of the world's largest onshore wind farms in #Egypt. The signing of the Land Access Agreement with the Egyptian Government marks a major step towards construction of the 10 GW mega wind project, a testament to the commitment and progress in transforming the energy landscape. #energytransition #onshorewind https://lnkd.in/dEJGR2AC

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Wildfires are an escalating global challenge, contributing about 8 billion tons of CO2 annually—nearly 20% of the total global emissions from human activities. This Earth Day, I am proud to be a recent addition to the Pano AI team where we emphasize the critical role of innovation in wildfire management and mitigation. Out technology blends AI with high-definition cameras for early detection of smoke - so small ignitions can be caught before turning into destructive infernos. Effective technologies, strategies and collaborations are essential for the health and survival of our planet and future generations. Let's continue to innovate and adapt, for Earth’s sake. 🌎 #EarthDay2024 #wildfires #climatechange #AIforGood

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