Transform Live Saudi 2025

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.

Pablo B. de Falcón is the CEO and founder of DE FALCON, a global creative music experience agency and audio production studio collaborating with artists and producers. Specializing in music strategy, sonic branding, high-class music production, sound design, and voice-over, DE FALCON helps brands champion authenticity. The agency has won numerous awards, including a Cannes Lion, and is a TikTok Sound marketing partner.

As CEO and Executive Music Producer, Pablo drives innovation and excellence in every project. He also serves as a juror for Music Entertainment on various juries, including the Cannes Lions International Festival of Creativity.

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.”

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.

Alexander Wodrich is managing director of why do birds, a Berlin-based agency for audio branding, motion and service design. Their clients include companies from 17 countries such as Siemens, Hyundai, GORE-TEX, Ferrari and UBS. Having won the most prestigious creative awards, the agency belongs to the most renowned studios in Europe.

Alexander regularly appears as a speaker at universities and congresses on the subject of brands and sound. In his spare time, he is a passionate musician: He has played more than 100 concerts with his bands and recorded several records.