01 / #TheMarketingBytesBuilt in Dubai. Made for Marketers.
Middle East B2B IP · Two seasons · Video podcast
Middle East Video IPA video-first marketing IP built to earn attention, strengthen agency visibility and create a new revenue stream.
01 / The business problem
In Dubai, the agency needed to build visibility among Middle East business and marketing leaders. Traditional B2B content was crowded with polished thought leadership that sounded correct but rarely felt distinctive or memorable.
02 / The way in
Create an ownable podcast IP around the candid, useful conversations marketers have after the formal panel ends. The format would humanise expertise, build relationships with senior leaders and demonstrate the agency’s content-production capability at the same time.
03 / How it was made
Created in Dubai for the Middle East marketing community, I developed the positioning and content strategy, then led two seasons end to end across guest identification and outreach, episode research, scripts, production, technical coordination, post-production and promotional distribution. I later converted the capability into a client-facing podcast offer.
How the IP developed
From owned IP to a client offering
The series was built to earn attention, show what the studio could produce and give the team something real to take to market.
01
Position
Defined a distinctive conversation format for the Middle East marketing community.
02
Create
Led guest outreach, research, scripts, production and post-production across two seasons.
03
Distribute
Cut full conversations into platform-ready promotional content.
04
Demonstrate
Used the series as visible proof of strategy and production capability.
05
Commercialise
Turned the studio's owned IP into a client-facing podcast offering that led to branded-content opportunities.
04 / What I led
Strategy
- →Positioning and content approach for a Middle East marketing IP
Editorial
- →Guest identification, editorial research and episode scripts
Leadership
- →Guest outreach and on-camera conversations with senior marketing leaders
Delivery
- →Production, technical coordination, post-production and promotional distribution across two seasons
- →Turned the capability into a client-facing podcast offering
05 / Business & brand impact
82,000+
Cumulative views
50,000+
Full-episode views
1,500+
Watch hours
20+
CMO-level guests
From the campaign
The work in motion