Transform Live Saudi 2025

Yared is creative director at DE FALCON, a sonic branding and music experience agency. With 11+ years of experience, he crafts impactful, music-led brand moments—on & offline—that become lasting memories. Specializing in concept development and emotionalizing brands through the power of sound and storytelling, Yared draws on diverse roles from MTV and VR gaming to non-profits and artist management, bringing strategic depth and authentic cultural insight to every project.

Ahmed, a passionate Saudi brand identity designer with over 15 years of experience, was originally trained as an architect before earning a Master’s in Branding & Design Strategy from Brunel University in 2011. As the co-founder of Onsor Mosha and Director of Strategy & Design, Ahmed led major branding projects across various sectors. Now serving as CEO and Creative Director at Gene, Wahaj Group’s branding consultancy, Ahmed specializes in helping businesses define their identities strategically and creatively. Notable projects include Designed in Saudi, Giddam, Wrth (The Royal Institute for Traditional Arts), Qadisiyah Club, and Gathern, driving transformation through impactful brand strategies.

Pierre oversees the MENA region as the Managing director of MassiveMusic Dubai. Upon joining the MassiveMusic team in 2020, he focused his attention on developing direct-to-brand music solutions across EMEA and APAC, before opening the Dubai office in 2022 as part of the global office roster. Today, together with the MassiveMusic Dubai team, he identifies and creates musical gold for films, TV shows, brands and agencies across the MENA region including brands such as Careem, Nakheel and Qatar Airways.

Ibrahim is a brand strategy guru who founded Dubai's first branding firm, where he helped shape iconic brands such as Emaar, Union Coop, and American Hospital, among others. Ibrahim was previously the regional marketing director of Apple. He is a Conqueror Design Award winner, published author and college professor.

Understanding people and their behaviours is at the core of any good Employer Brand. By doing this, companies can truly build Employer Brands that not only inform but engage with their audiences. In the current war for attention, having a brand that engages and entertains is more important than ever. 

That’s where Fergus comes in, having spent the last number of years developing Talent Brand strategies for a wide range of clients, Fergus currently leads our brand, insight and strategy team to uncover the key insight to inform your brand story and personality. He is a big believer in the mantra that by understanding people on a deeper level, we can create better brands and campaigns. 

Originally from Ireland, he’s a huge sports fan and can often be found watching or attending sport.

Mo is an accomplished creative with over 15 years of experience building sustainable brands that aim to inspire ‘human experiences.’ Throughout his career, he has built award-winning brands and design strategies for partners globally. Mo is a contributing author of “Brand Bible: The complete guide to building, designing and sustaining Brands.”

Leanne joined Bellwether in February 2020, bringing over fifteen years of brand and communications experience. She excels in business consultation, strategy development and creative direction, having worked with companies like Majid Al Futtaim, Mubadala and Expo City Dubai. Leanne is skilled in stakeholder management and project leadership. An experienced executive coach, she focuses on developing leadership skills and enhancing performance. Previously, she was Programme Director at SY Partners, crafting the brand identity for Abu Dhabi International Airport, and served as Account Director at House of Comms, managing strategies for clients like Under Armour and Costa Coffee.

Dan recently joined Bellwether from WPP Group’s Landor, where he led the regional client team, acting as an advisor to key clients. With 25 years in brand development and integrated marketing, including 18 years in the region, he worked with clients like NEOM and Qatar Tourism. As global client lead for Red Sea Global’s AMAALA project, he guided a cross-discipline team in brand creation. Previously, Dan was VP of Marketing for Ras Al Khaimah Tourism and Head of Brand Development at du Telecom. His experience also includes roles at Dubai Holding, MCN Group, APRAIS and McCann EMEA.

Paul Turner, Regional Director at Tonic, is an astute and highly experienced communications professional with a proven track record of success. He has worked with a broad range of international blue-chip and corporate clients on behalf of leading UK and global branding, advertising, and communications agencies. His expertise lies in driving business growth and leading diverse teams to achieve exceptional results. Passionate about delivering effective solutions, Paul is committed to ensuring first-class service and excellence throughout every project. His strategic approach and leadership skills make him a key figure in shaping impactful employer branding and communications strategies.

Sebastian is creative director at why do birds, specializing in audio branding. As a strategic thinker with a creative heart, he develops concepts and assembles the right artistic talent. His award-winning work spans national and international projects. He’s also a drummer and former professor of media design, focusing on brand experience and scenography.

A seasoned creative director and the founder of MOCKUP Creative Agency, Zorba has led award-winning branding and content strategies for top-tier clients across Saudi Arabia. With a strong background in visual identity, digital storytelling and brand transformation, he brings over a decade of hands-on experience in shaping impactful brand narratives. He is currently pursuing a master’s in Digital Marketing & Business Transformation from Rome Business School and is passionate about integrating AI and creativity to redefine the future of branding in the region.