Many apps and websites are free because they’re supported by online advertising. And to reach people who are more likely to care about what they are selling, businesses often share data about people’s interactions on their websites with ad platforms and other services. This is how much of the internet works, but given that the average person with a smartphone has more than 80 apps and uses about 40 of them every month, it can be really difficult for people to keep track of who has information about them and what it’s used for.

To help shed more light on these practices that are common yet not always well understood, today we’re introducing a new way to view and control your off-Facebook activity. Off-Facebook Activity lets you see a summary of the apps and websites that send us information about your activity, and clear this information from your account if you want to. This is another way to give people more transparency and control on Facebook, along with recent updates to our Ad Library, updates to “Why am I seeing this ad?” and the launch of a new feature called “Why am I seeing this post?”.

What Is Off-Facebook Activity?

Imagine a clothing website wants to show ads to people who are interested in a new style of shoes. They can send information to Facebook saying someone on a particular device looked at those shoes. If that device information matches someone’s Facebook account, we can show ads about those shoes to that person. To explain this further, we put together some resources here.

With Off-Facebook Activity, you can see and control the data that other apps and websites share with Facebook. You can:

See a summary of the information other apps and websites have sent Facebook through our online business tools, like Facebook Pixel or Facebook Login;

Disconnect this information from your account if you want to; and

Choose to disconnect future off-Facebook activity from your account. You can do this for all of your off-Facebook activity, or just for specific apps and websites.

We are starting by gradually making Off-Facebook Activity available to people in Ireland, South Korea and Spain. We will continue to roll it out everywhere over the coming months to help ensure it’s working reliably for everyone.

What Happens When You Clear Your Off-Facebook Activity

If you clear your off-Facebook activity, we’ll remove your identifying information from the data that apps and websites choose to send us. We won’t know which websites you visited or what you did there, and we won’t use any of the data you disconnect to target ads to you on Facebook, Instagram or Messenger. We expect this could have some impact on our business, but we believe giving people control over their data is more important.

When you visit Off-Facebook Activity, you’ll see the websites and apps that you use regularly, but you might also see some services that you don’t recognize. For example, a website you didn’t visit could show up because a friend looked it up on your phone. Or because you share a home computer with your partner and kids. To help answer common questions people might have, we have additional information in our Help Center.

How We Built This and What’s Next

Since Off-Facebook Activity is a new kind of tool, there was no template for us to follow. Our engineering teams redesigned our systems and built a new way for them to process information. We also conducted months of research to get input from people, privacy advocates, policymakers, advertisers and industry groups. We made important changes in response to what we learned. For example, several months into our product development, people asked for a way to disconnect future online activity from individual businesses — not just all at once. We also heard from privacy experts that it was important to be able to reconnect a specific app or website while keeping other future activity turned off. We decided to build these options so people could have a better product, even though it delayed our rollout.

“As part of Unilever’s Responsibility Framework, we are committed to creating a better digital ecosystem working with our partners. The Off-Facebook Activity tool aims to provide people with greater transparency and control over their own data, helping to improve their online experience. We support this step from Facebook and encourage them and all industry players to continue in the journey to build back trust in the advertising ecosystem.” says Luis Di Como, EVP Global Media, Unilever

This feature marks a new level of transparency and control, and we’ll keep improving. We welcome conversations with privacy experts, policymakers and other companies about how to continue building tools like this.

Written By Erin Egan, Chief Privacy Officer, Policy, and David Baser, Director of Product Management,Facebook

Effective September 1, 2019, Fadi Pharaon is appointed Senior Vice President and Head of Market Area Middle East & Africa at Ericsson , and member of Ericsson’s Executive Team, reporting to the CEO. Fadi Pharaon currently holds the position as Vice President, Networks & Managed Services within Ericsson’s Market Area Europe & Latin America.

Börje Ekholm, President and CEO of Ericsson, says: "With the introduction of 5G we are at an exciting time in the industry. Our customer relationships are key to build a strong company position in the market for this next phase of industry development. Fadi has the right background, experience and capabilities to lead this work in this Market Area and I am very pleased to see him stepping up to this role”.

Fadi Pharaon says: “The mobile industry is transforming countries and industries and with 5G becoming a reality, we will see new business opportunities and innovations across our markets. I really look forward to taking on this exciting new role in Market Area Middle East & Africa and work together with both the team in the Market Area as well as the Executive Team. Our abilities to work closely with our customers in our market areas are key to leveraging our technology leadership in 5G.”

Fadi Pharaon has a MSc degree in Computer Science from the Royal Institute of Technology in Stockholm, Sweden, as well as an MBA from Heriot Watt University, Edinburgh Business School, Scotland. With more than 21 years of experience at Ericsson Fadi Pharaon has had several management positions with sales responsibilities in markets across Asia, Europe, Middle East, and Latin America.

As a member of Ericsson's Executive Leadership Team Fadi Pharaon succeeds Rafiah Ibrahim as of September 1, 2019. As announced March 12, 2019, Rafiah Ibrahim will leave her position as Senior Vice President and Head of Market Area Middle East & Africa effective August 31, 2019 and will take on a role as advisor to CEO Börje Ekholm.

OPPO has announced the establishment of its new Global Sales and Global Marketing Business Units to drive the company's integrated development in global markets and provide consumers around the world with quality smart products and services in the era of intelligent connectivity. Effective from today, Alen Wu, previously Vice President and President of International Business, is appointed as Vice President and President of Global Sales, and Brian Shen, previously Vice President and President of Mainland China Business, is appointed as Vice President and President of Global Marketing. Both Wu and Shen will report to OPPO CEO Tony Chen.

"We have always run our business with a global vision of 'One Market, One OPPO'. We consider global markets as one market, therefore, we need to focus on worldwide resource integration for development globally," said Tony Chen. "Both Alen and Brian are outstanding leaders who have made significant contributions to OPPO. I am confident that they will lead our global team to continuously drive more breakthrough innovation. This integration will support our further expansion and growth in the MEA region."

Alen Wu has served as President of International Business at OPPO since May 2018. Over the past year, Wu's leadership has been integral to OPPO's successful entry into a number of international markets as well as to substantial achievement in building the company's global brand. Brian Shen has served as President of Mainland China Business at OPPO since May 2018, driving OPPO's continuous consolidation of its leading position in the Chinese market. Shen has also spearheaded a wide range of innovative marketing campaigns, including several impactful worldwide brand collaborations.

A combination of the emergence of big data, artificial intelligence and influential voices, such as Byron Sharp, calling for more scientific rigour have promoted the use of data to support marketing decision-making. But if the industry is to progress we need more than just data. We need understanding.

Before I stumbled into market research, I was an aspiring physicist. Many years after giving up hope that I could contribute anything to physics, I have been heartened to see an increasing emphasis on scientific values and empirical testing in the marketing industry. The industry is moving away from blindly following tradition, myth and instinct, to using data to support decisions.

However, it’s becoming increasingly clear to me, that while data is being used far more, it is not being used scientifically. Marketing decision-making is as blind as ever, it is just that they now blindly follow data, instead of tradition, myth and instinct. Unfortunately, data doesn’t know where you’re trying to get to. It’s dumb and if you follow it blindly, you will get lost.

Machine learning, AI and most “marketing science” are no more than pattern matching. There is a pervasive industry misconception that this pattern matching can identify the marketing activities that work, and that to be successful we needn’t care about why or how they work. This is completely wrong and it is not how science progresses. Science is the pursuit of explanation and understanding. Pattern matching can sometimes help in that task, but to mistake pattern matching for an end in itself has dangerous consequences.

Did you know that pirates prevent climate change? Apparently, the number of pirates globally is inversely correlated to annual average global temperatures. If we blindly follow this correlation, then we should train up pirates to ward off global warming. CO2 emissions also correlate with global temperature, but that connection comes from an explanation of climate change, not just from blind pattern matching.

Another, more sensible example, is navigation. A simple explanatory theory (or “common sense”) tells us that we can use patterns of stars to help with navigation, but not patterns of clouds. We know this because we have some understanding of how these variables behave. We know that stars provide fixed reference points but that clouds don’t stick around.

To a machine learning algorithm a pattern of clouds might seem just as important as a pattern of stars. It can see the patterns, but not understand them. And without training, testing and data sets designed with that understanding in mind there is no way the system will differentiate reliable from unreliable patterns.

Data patterns are not explanatory. They have no common sense. They may be completely spurious, or they may hold only in very specific circumstances. As Rory Sutherland said in in his address at Cannes “All big data comes from the same place…the past.”. You can’t blindly expect patterns from the past to hold in the future. True science is about understanding and explaining those patterns and testing those explanations. Once you have a good explanation that passes your best testing, only then you can begin to navigate with confidence.

Data patterns without explanation is reactive, it does not move us forward, so why do so many people think it will? 

Written by Josh Samuel, Global Head of Innovations,Kantar

Sessions slated for Australia, Brazil, Germany, India, Mexico, Dubai, United Kingdom and USA

New York Festivals Global Awards®, honoring the World’s Best Healthcare and Wellness Advertising, announced the 2019 Global Awards live judging sessions.

The Global Awards live judging sessions will be hosted by executives at prominent agencies in 8 countries around the globe. Live sessions provide the opportunity to review digital-based works as well as collateral materials that support a campaign, and some which cannot be judged online. 

“With more agencies from the region producing outstanding work in healthcare, this is the perfect opportunity to bring together creative leaders to judge the best work in healthcare advertising for The Global Awards.” Alok Gadkar, Managing Director & Executive Creative Director, The Classic Partnership UAE

“The live jury sessions create a local forum for top talent from within the industry to debate, discuss, and vote on the top work from around the world. This leads to conversations between creative leaders which would have never happened without these sessions.” Chris Rudnick, Executive Creative Director, TBWA\WorldHealth USA

2019 Live Jury Hosts

Diego Freitas and Mauro Arruda, Co-Managing Directors, FCB Health Brasil

Gustavo Pratt, Managing Director & Chief Creative & Innovation Officer, asterisco* healthcare communications Mexico

Alok Gadkar, Managing Director & Executive Creative Director, The Classic Partnership Advertising Dubai

Dick Dunford, Executive Creative Director, TBWA\WorldHealth London

Praful Akali, Founder & Managing Director, Medulla Communications India

Chris Rudnick, Executive Creative Director, TBWA\WorldHealth USA

Gerrard Malcolm, Director, Insight Australia

Mike Rodgers, Creative Partner & Managing Partner, Serviceplan Health & Life Germany

“It is truly an honor to host, for the first time in the history of the Global Awards, a live Jury Session in Mexico City, joining the ones that are done all over to world and to be considered one of those centers of excellence that are pushing pharma & health creativity. The best creative minds in the Mexican industry will be together in one room to bring their knowledge, perspective and creative focus to the Global Awards. So..."Viva México!... Vivan los Global Awards!" Gustavo Pratt, Managing Director & Chief Creative & Innovation Officer, asterisco* healthcare communications Mexico

“The Globals is a welcome antidote to the day to day. I always enjoy a full day of unbridled commentary, discussion, disagreement and amusement around creativity. The live sessions deliver it in spades.” Dick Dunford, Executive Creative Director, TBWA\WorldHealth London

“This process of live judging across the world has been uniquely developed by the Global Awards and it ensures all cultural norms, insights and impact are deeply appreciated. So, if the work is good, it’ll win. Judging biases are a thing of the past! Given that, Medulla and India just had to be a part of the process since Indian work has been rising to the top so frequently in healthcare advertising in the recent past.” Praful Akali, Founder & Managing Director, Medulla Communications India

“The theme for the 2019 Global Awards is COMPETE WITH THE WORLD, FOR THE WORLD,” said Fran Pollaro, Executive Director, Global Awards. “With innovative Health, Wellness and Pharma work emanating from all corners of the world, the Global Awards is proud to have these prominent agency hosts recruit peers from their region. Live sessions provide entrants with award-winning jurors who will view their work with the utmost of attention and bring their unique cultural perspective to the table.”

The 2019 Grand Jury sessions will take place online, allowing entries to be viewed comprehensively by an international jury from regions with both established and growing healthcare markets. The 2019 Executive Jury session will take place in New York City on October 22nd.

These brands continue to dominate the region according to YouGov’s annual brand health rankings

The latest YouGov BrandIndex rankings reveal that Emirates, Al Baik and Google are the most popular brands in the Middle East. While Emirates tops YouGov BrandIndex’s annual brand health rankings for the UAE for the third year in succession, Al Baik and Google dethrone Almarai and Facebook to top the rankings for Saudi Arabia and Egypt, respectively.

The rankings are based on the Index score from YouGov BrandIndex, which measures overall brand health. The score takes into account consumers’ perception of a brand’s overall quality, value, impression, reputation, satisfaction and whether consumers would recommend the brand to others.

Technology giants WhatsApp and YouTube make an appearance in all three countries. In both UAE and Egypt, WhatsApp has made an improvement. Although in Egypt YouTube has improved its brand health, in the UAE, it has seen a decline in its rank. In Saudi Arabia, both these brands remain in the same spot as last year.

Apple seems to have had a tough year in the region. In Saudi and the UAE, Apple has seen a decline in its rank by one and two places, respectively. Furthermore, in Egypt, Apple’s smartphone brand- iPhone has slipped down three places to ninth this year.

In the UAE, Carrefour has made a great improvement to its brand perception and has jumped ahead six places to become the fourth most popular brand in the country. One of the most interesting movements in the Saudi top 10 rankings is the large strides made by mada over the past year. On top of becoming one of the top 10 brands in the country, the payment network tops YouGov’s most improved brand health list for KSA – increasing its scores by +9.0 over the last 12 months.

Netflix is the most improved brand of 2019 in the UAE, with a change in score of +9.8 and restaurant chain Om Hassan is the most improved brand in Egypt with a change in score of 6.6, moving from an Index score of -5.7 in 2018 to +1.0 in 2019.

Chinese device manufacturer Huawei has witnessed an increase in its overall brand health in all three countries. In the UAE and Saudi, it is the second most improved brand and in Egypt it is placed fourth in the list of top ten improvers of 2019.

Global rankings

YouGov also released the global annual brand health rankings for 2019. The global rankings reveal that eight of the top ten healthiest brands in the world are considered tech companies.

Google once again takes the top spot in our yearly ranking, followed by WhatsApp, YouTube, Samsung and Facebook.

In fact, the only non-tech brands to crack the top 10 in the annual ranking are Nike, the US shoe company that caused a stir with its advertising campaign in 2018, and IKEA, which remains strong just like last year.

For this year’s list, YouGov used data from 29 countries – data from markets that cover three sectors or fewer were not counted in the global top 10.

Methodology: 

These brands were rated using YouGov BrandIndex’s Index score which is a measure of overall brand health which takes into account consumers’ perceptions of a brand’s quality, value, impression, satisfaction, reputation and whether they would recommend the brand to others.

The Index Rankings list shows the brands with the highest average Index scores between July 1, 2018 and June 30, 2019. The Index Improvers list ranks the brands with the highest increase in Index comparing scores from the previous year. Both scores are representative of the general population.

Cameo Names Stefan Heinrich Henriquez Chief Marketing Officer and GM of International

Cameo, the #1 fan experience marketplace that allows consumers to book video shoutouts from their favorite talent, today announced that Stefan Heinrich Henriquez has been named to the company's executive team as Chief Marketing Officer and General Manager of International.  Cameo is continuing to realize their ambitious plan to build out the management team with world class talent on the heels of their $50M Series B which closed in June.

Heinrich has held previous executive roles at TikTok, musical.ly, YouTube and Google, and brings over a decade of technology, entertainment and communications experience to Cameo. He will lead the company's global growth and branding, and play a key role in Cameo's continued global expansion and market traction.

"Cameo provides a distinct way for fans to engage with their favorite celebrities, and a unique opportunity for talent to diversify their revenue," said Heinrich. "I'm looking forward to helping to accelerate the company's growth and business worldwide."

"Stefan has a powerful blend of history and expertise in bringing innovative, disruptive concepts to market for both early and later stage media and technology companies," said Steven Galanis, Cameo Co-founder and Chief Executive Officer. "He will have a direct, valuable impact on driving opportunities for our talent, customers and brand."

Before joining Cameo, Heinrich was Head of Global Marketing for TikTok, the popular short-form video app, where he drove the company's rapid growth in the United States, and its expansion in Europe and Latin America. He also led TikTok's rebranding from Musical.ly after its acquisition through Bytedance and launching musical.ly in Latin America as GM LATAM.  Prior to TikTok, he spent multiple years in executive roles at Google and YouTube, where he was responsible for several product launches, including YouTube's first paid subscription service in America, as well as its international roll-out thereafter.

Heinrich's new appointment at Cameo is effective immediately. He will be based out of Cameo's Los Angeles office, where he will spearhead building Cameo teams around the world in addition to driving the company's growth and brand.

ZEE5 subscriptions to be available offline through Eurostar retail outlets across GCC countries

In yet another key announcement for the Middle East region, Global digital entertainment platform ZEE5, today announced its partnership with UAE based digital retail giant, the EUROSTAR Group This strategic partnership will enable people across the GCC countries to access ZEE5’s huge library of 100,000 hours of entertainment content through subscription packs available at any of Eurostar and its partner outlets across GCC. 

Customers in UAE and other GCC markets can now buy any ZEE5 subscription pack by simply walking into their nearest EUROSTAR retail outlet and choosing between ZEE5’s daily, weekly, monthly and annual subscription packs, at 1.49 AED, 5.99 AED, 18.99 AED and 149.99 AED respectively without needing a credit card. Select outlets will also provide a full product demo for interested customers. 

A subscription to ZEE5 will provide EUROSTAR customers in the GCC access to 100,000 hours of content in 17 languages, including Hindi, Malayalam, Tamil, Bangla and Marathi. ZEE5’s content catalogue spans across 2000+ movies including Bollywood Blockbusters and World Digital Premieres like Simmba (Ranveer Singh), Kedarnath (Sushant Singh Rajput, Sarah Ali Khan), Veere Di Wedding (Kareena Kapoor Khan), TV shows like Sembaruthi, Chembaruthi and Kum Kum Bhagya, Originals like Kaafir (starring Dia Mirza) and The Final Call (starring Arjun Rampal) and much more. The bouquet also packs in 60+ Live TV channels including ZEE TV, ZEE Keralam, ZEE Tamil, ZEE Marathi, top news channels, and others.

Archana Anand, Chief Business Officer, ZEE5 Global said, “With the largest range of Indian content including 2000+ movies and exclusive TV shows across genres, ZEE5 is fast becoming the go-to destination for Indian content for multiple audience segments in the GCC who want compelling stories in the language of their comfort. Reaching these audiences through every touchpoint, to enable them to discover and experience ZEE5 Is critical and enabling offline subscriptions via retail is a key initiative. We’re very happy to announce our partnership with Eurostar, one of the leading digital retail Groups across the GCC to make ZEE5 available through their outlets.” 

Shaan Jethwani, Executive Director of Eurostar said "We are thrilled and privileged to join hands with ZEE5. The current paradigm shift on consumers TV watching, coupled with Eurostar's legacy on Pay TV distribution along with ZEE5’s unmatchable content prepositions are poised for sure success and it's going to create a new experience for audiences in their living room.”

An impactful content strategy is at the core of the success of any organisation, and not only from the angle of fan engagement.

Indeed, it’s expected that content marketing will generate up to $300 billion revenue by the end of 2019. Telling stories, especially in sports, has rapidly become a critical part of building a brand. A cohesive and engaging content strategy moves across a number of touchpoints and needs to be accessible to consumers via different digital outputs. In essence, you need to give your fans what they want and be where they are. Today’s expectations for a rich and thorough fan experience are ever-growing. And a fast-paced evolution — both from a technological point of view and the “content making” layer — is clearly needed.

Deltatre’s range of solutions includes Liveblogging, a powerful tool that facilitates fan engagement in an easy way. The platform is “editor-first”, meaning that content creators have the power to control every single stage of their content workflows, from idea inception to publication, all from the same place. Not only are they able to create engaging pieces when on the move from an intuitive tool, but also they will now have the opportunity to enrich that experience including elements from external sources too.

The third update for Liveblogging in 2019 includes several new features and improvements. Here’s a summary.

#1. Customise The Fan Experience

Have you ever thought of a content platform that lets you promote pieces created from an external source, straight into a liveblog stream? The new release of Liveblogging enables this simple workflow with a single click on the back office. Publishing or embedding text, images, even video or sports data on the post is now just a couple of clicks away.

Content can now be organized into tabs, and searched for using new, easy-to-use filtering options, to help editors easily find what they're looking for.

Enabling advanced features, such as search and filters, is now simplified and every single aspect of the user workflow is automatically managed by the product. This means that integrators can choose the feature set they want to support, and focus on writing the code that’s needed to retrieve the data to be shown. Data sources can be easily configured to automatically refresh the content. This way, users will always access data that is up-to-date.

Finally, the third update of Liveblogging for 2019 introduces the possibility to create a customer user experience within the back office for users around unique data sources. What does this mean practically? Projects are now enabled to deliver a custom-fit integration with data, which — in simple words — means flexibility.

#2. Promote Content From Forge and Publish From Social Media in One Click

A brand new built-in data source now fully integrates Liveblogging with Forge. Editors are now able to publish content previously created within Forge directly to Liveblogging. We are talking about stories, albums, even single items such as photos or other kinds of assets everything can be promoted on the stream within Liveblogging in a couple of clicks only.

What about social content? We got you covered there too! Similarly to what already happens with Forge (read here about its latest update), posts taken from social channels can now be embedded into the stream in an easy and direct way. Tweets, Facebook and Instagram posts, as well as YouTube videos, are only a few examples of the content that can easily be shared on the stream, by simply copying and pasting their URL on the back office. Sports organizations have been boosting their digital presence via social media in the last few years. And importantly, the explosion of video content on social media has considerably moved the needle, as fluid fans want to access all the information in the same space. This is what we call a “one-stop-shop”.

#3. Enhanced Content Editing and Media Management

Speed, quantity, quality - the three attributes of any successful sports company’s storytelling strategy. Never before has it been more important to produce a lot of high-quality content in as close to real-time as possible. But with this pressure to keep fans in the know comes a housekeeping issue - how do you keep a growing library of premium content organised?

Thankfully, editors will now feel more comfortable when working with large amounts of posts or content banks to manage. Liveblogging’s third update for 2019 will allow them to enrich their content with links and headings that can be managed via a rich-text dedicated editor. Also, a smarter system of pagination on the back office enables content creators to work smoothly on the blog, still maintaining the reactive UI and reducing the load times on the browser, even with a large number of posts lined up for publication.

On a final note, this version of the platform introduces a built-in media source, which allows editors to upload photos seamlessly from the back office, selecting media form their local folders and uploading them on Cloudinary with a few clicks only.

To wrap it up, the fourth release for Liveblogging - the final update for 2019 - is due by the end of the year. Another chance to focus on the power of storytelling, enhanced by Deltatre’s solutions.  

The partnership unlocks unique and unprecedented event experiences for Visa cardholders and clients

Visa, the world leader in digital payments, has announced a strategic partnership with Dubai’s new Coca-Cola Arena - the region’s largest multipurpose indoor arena. The multi-year partnership presents Visa cardholders and clients with exclusive pre-sale access to world-class events and unprecedented experiences for them including backstage experiences.

The partnership aligns with Coca-Cola Arena’s cashless ambition and goal of becoming the region’s most technologically advanced arena by leveraging Visa’s digital payments expertise. Recently, Visa hosted Coca-Cola Arena representatives at its regional Innovation Center in Dubai to showcase Visa’s latest payments technology and explore creating solutions to enhance the arena’s customer experience.

The Coca-Cola Arena has 100 percent contactless acceptance with contactless-enabled POS terminals across all concession stands. There are plans to eventually transition to cash-free concession stands in the future. Visitors will be able to experience Visa’s multi-sensory branding including sound, animation and haptic cues when they pay with Visa at the arena.

Located at City Walk, the Coca-Cola Arena is capable of hosting live shows all year round with a capacity of 17,000, including international touring artists, local events, sporting tournaments, e-gaming, comedy, theatre and musical performances, conferences, and gala dinners.

Guy Ngata, AEG Ogden’s CEO of Coca-Cola Arena, commented: “Coca-Cola Arena is delighted to welcome Visa on board as newest Founding and Official Payment Partner. We look forward to working closely with Visa from showcasing the very best events and providing world-class experiences for our patrons and clients. There is no doubting our partnership with Visa will further support our ambition to be the leading entertainment arena in the MENA region which is at the forefront of cashless technology.”

Marcello Baricordi, Visa’s General Manager for MENA, said: “Visa has long been committed to enabling a cashless future and delivering enhanced experiences for customers everywhere. Our partnership with Coca-Cola Arena underpins this commitment and allows us to be at the forefront in bringing forth the necessary payment infrastructure and innovative technologies to power secure and frictionless transactions for our cardholders. We are looking forward to developing exciting new solutions for visitors to the new Coca-Cola Arena and promoting the UAE as a top host destination for the world’s prestigious events.”