Wake up with The Economist goes to Dubai Lynx

The Economist Group hosted its first ever session at Dubai Lynx 2018, the Middle East & Africa sister festival to Cannes Lions.

Roger McShane, The Economist’s Middle East editor, interviewed Beatrice Cornacchia, Senior Vice President, Marketing & Communications, Middle East and Africa of Mastercard about the opportunities and challenges of marketing in Saudi Arabia, particularly in light of recent moves to loosen social restrictions bought in by Crown Prince Mohammed bin Salman.

The conversation covered how Mastercard have recently hired their first ever female employee in Riyadh, the challenges of building a connection with an audience that may have quite different values and priorities compared with other countries in the region, and Cornacchia’s ambition to get a poster campaign running in Saudi Arabia featuring a woman — something that has never been done before, but she is determined that she will be the first to achieve it!

‘Wake up with The Economist’ will return to Cannes Lions 2018, June 18th — June 22nd, every morning at the Cannes Lions Beach Club from 10.30am.