I lived the first 30 years of my life in the UK, so it is with exasperation and despair I watch from afar as the chaos of Brexit unfolds. But what caught my attention when I heard Brexit mentioned on the radio was that one group of protesters have resorted to outdoor advertising to register their dissatisfaction. Why would they do that?

It is commonly held that social media had a big role to play in rallying Brexiteers before the 2016 referendum so why not continue the battle there? One member of the brilliantly-named group, Led By Donkeys, puts it this way,

"There is something about the digital news cycle where all these kind of untruths and lies just fly past you and you forget about them. We thought if we put them up in the real world, you have to stand there, and look at them and digest them."

Whatever you think of Brexit, the assertion that the digital world is more transient and less real is an interesting one that should give marketers pause for thought. Is there more value to exposure in media that are in the “real world” rather than on a screen?

Based on a neuroscience study done on behalf of the UK’s Royal Mail in conjunction with the Centre for Experimental Consumer Psychology at Bangor University we do know that physical items can generate more impact than virtual. The study concluded,

“The “real” experience that the physical media provides means it’s better at becoming part of memory. It generates more emotion, which should help to develop more positive brand associations. The real experience is also internalized, which means the materials have a more personal effect, and therefore should aid motivation.”

Findings from our CrossMedia studies comparing outdoor directly to the impact of other media are more equivocal. Outdoor typically has good reach, but its average impact per person on awareness and motivation tends to be relatively low in developed markets. Of course, this might be because most clients are focused on digital media rather than outdoor. Where advertisers have focused on outdoor as a lead medium we have found it to be impactful, even with younger, digitally savvy audiences, and there are some great IPA case studies where traditional outdoor was paired with the new on-street medium of social.

However, to focus on one medium in isolation is missing a couple of important points. The first is that all our evidence finds that the biggest impact comes from well-integrated campaigns designed to create synergistic impact across multiple media. The second that without an idea that has the power to resonate and evoke emotions it does not matter which medium you use. The Led By Donkeys campaign clearly does resonate with many and the use of an old school medium adds not just emotional impact but makes it newsworthy as well (newsworthy enough to reach me in the USA).

Written by Nigel Hollis, Executive Vice President and Chief Global Analyst, Kantar Millward Brown

New York Festivals® Advertising Awards announced the 2019 NYF Film Craft Executive Jury.

New York Festivals will bring together some of the most technically advanced filmmakers from the industry’s most respected production companies to judge this year’s Film Craft submissions in New York City on April 30th and May 1st.

These esteemed industry professionals dedicated to creativity and the aesthetics of filmmaking will collectively and passionately review the innovative Film Craft Finalists selected by New York Festivals online Grand Jury.

“We’re thrilled to have this highly regarded award-winning collective of production experts to curate the 2019 New York Festivals Film Craft winners,” said Susan Glass Ruse, Executive Director of New York Festivals Advertising Awards. “Their ability to recognize impeccably creative and flawlessly executed work will result in artistically captivating films being honored.” 

“Effective advertising finds the perfect balance between art and commerce. And, as an industry of creative problem solvers, it's our duty to our clients and ourselves, that we honor the public with integrity driven, purposeful content. I'm honored to be a part of the New York Festivals International Advertising Awards and look forward to recognizing this year's incredible collection of filmmakers.” - Jesse Brihn, Director of Production, Droga5”

The 2019 Film Craft Executive Jury:

Jesse Brihn, Director of Production, Droga5

Anna de Castro, Executive Producer, Google Creative Lab, NY

Jordana Freydberg, Executive Producer, London Alley

Sara Greco, Executive Producer, Serial Pictures

Charles Howell, Managing Director, Framestore, New York

Megan Kelly, Founder/Managing Partner/EP, Honor Society

Zack Kortright, EP/Head of Business Development, Hornet

Michael Kuhn, Founding Partner/Director, Greenpoint Pictures

Adam Perloff, Executive Producer, BBH New York

Sune Sorensen, Director, Cadence Films

Entries into the 2019 NYF Advertising Awards competition will be judged by 400+ members of NYF’s Executive Juries and Grand Jury, a combined brain trust of global creative minds, who collectively cast over 400,000 votes to select the World’s Best Advertising®.

The Final deadline to enter the 2019 New York Festivals Advertising Awards is March 1, 2019.

Poised to deliver app marketing optimization to agencies and developers worldwide

FreakOut, the global marketing technology company, part of FreakOut Holdings [TSE:6094], has announced a strategic alliance with Mobile Action, a San Francisco-based App Store Optimization [ASO] and Mobile App Intelligence platform, that specializes in app marketing for brand marketers.

Through this tactical partnership, FreakOut is set to deliver an advanced search optimization solution powered by “SearchAds.com”, an Apple Search Ads dashboard, as well as comprehensive market intelligence to app marketers, developers and agencies around the globe. To underpin its ASO capability, Mobile Action possesses application market data of 65 countries worldwide, and is used in more than 160,000 applications including world-leading enterprises such as adidas, eBay, Groupon, Hilton, Macy's, Playtika, Reuters, Yahoo!, Zynga, etc.

According to Apple, 70% of app discovery comes from searches and therefore premium positioning in search results can greatly improve an app’s “discoverability” which is the #1 download generating factor. ASO helps to bring in organic traffic of users who display a higher retention rate. ASO also provides the most long lasting and steady growth trajectory for an app’s business by increasing rankings gradually.

As a result of this alliance, FreakOut makes its foray into the field of app search advertising and gets exclusive rights to deliver "SearchAds.com" to its clients. Both companies have a shared vision to empower app marketers and agencies with optimal ways to improve their ASO strategies, by offering AI-based real-time bid optimization technology and mobile app analytics intelligence which allows clients to quickly analyze their competitor’s paid ad campaigns on different ad networks.

Yuzuru Honda, Founder & Global CEO – FreakOut Holdings, Inc., commented:

"We are excited to be partnering with Mobile Action to make their platform available to our clients in Asia. With the full resources of both FreakOut and Mobile Action, we enhance each other's business and continue adding value to our clients."

Both players have strengthened their respective platforms by aligning complementary technology and are now able to provide comprehensive support to application companies targeting global expansion. As a result of this partnership, FreakOut gains access to UK, US and Canada markets, while Mobile Action can leverage FreakOut’s APAC network. Furthermore, FreakOut’s established inbound and outbound cross border business that are specifically focused on app and gaming markets like Japan, South Korea, Russia and China will be further strengthened by the capabilities that SearchAds.com brings onboard.

Narayan Murthy Ivaturi, Chief Operating Officer – FreakOut Adtech Business, said:

“There are a suite of strengths including people, products, capabilities, etc. that both Mobile Action and FreakOut bring to the table in this mutually beneficial alliance. There are also a host of business areas where we can tactically synergize. This is a very exciting time for both our companies. Together we aim to take things to the next level in this fast moving digital advertising industry, and support the rapid globalization of application companies.”

Aykut Karaalioglu, Founder and CEO – Mobile Action, added:“ APAC region is of a great importance to us. We have been analyzing what’s the best strategy to execute and during that time we came across FreakOut. That’s the best company in the region to partner with. We are already helping SMB to Enterprise all over North America and Europe. Now, with new offering such as SearchAds.com |Apple Search Ads automation and management platform, it will be key solution for acquiring new users. My team and I are super excited to work with FreakOut’s talented team members.”

Analysts to Discuss AI Use Cases and Best Practices at Gartner Data & Analytics Summit, March 4-6, 2019 in London, U.K.

IT and business leaders are often confused about what artificial intelligence (AI) can do for their organizations and are challenged by several AI misconceptions. Gartner, Inc. said IT and business leaders developing AI projects must separate reality from myths to devise their future strategies.

“With AI technology making its way into the organization, it is crucial that business and IT leaders fully understand how AI can create value for their business and where its limitations lie,” said Alexander Linden, research vice president at Gartner. “AI technologies can only deliver value if they are part of the organization’s strategy and used in the right way.”

Gartner has identified five common myths and misconceptions about AI.

Myth No.1: AI Works in the Same Way the Human Brain Does

AI is a computer engineering discipline. In its current state, it consists of software tools aimed at solving problems. While some forms of AI might give the impression of being clever, it would be unrealistic to think that current AI is similar or equivalent to human intelligence.

“Some forms of machine learning (ML) – a category of AI - may have been inspired by the human brain, but they are not equivalent,” Mr. Linden said. “Image recognition technology, for example, is more accurate than most humans, but is of no use when it comes to solving a math problem. The rule with AI today is that it solves one task exceedingly well, but if the conditions of the task change only a bit, it fails.”

Myth No. 2: Intelligent Machines Learn on Their Own

Human intervention is required to develop an AI-based machine or system. The involvement may come from experienced human data scientists who are executing tasks such as framing the problem, preparing the data, determining appropriate datasets, removing potential bias in the training data (see myth No. 3) and – most importantly- continually updating the software to enable the integration of new knowledge and data into the next learning cycle.

Myth No. 3: AI Can Be Free of Bias

Every AI technology is based on data, rules and other kinds of input from human experts. Similar to humans, AI is also intrinsically biased in one way or the other. “Today, there is no way to completely banish bias, however, we have to try to reduce it to a minimum,” Mr. Linden said. “In addition to technological solutions, such as diverse datasets, it is also crucial to ensure diversity in the teams working with the AI, and have team members review each other’s work. This simple process can significantly reduce selection and confirmation bias.”

Myth No. 4: AI Will Only Replace Repetitive Jobs That Don’t Require Advanced Degrees

AI enables businesses to make more accurate decisions via predictions, classifications and clustering. These abilities have allowed AI-based solutions to replace mundane tasks, but also augment remaining complex tasks.

An example is the use of imaging AI in healthcare. A chest X-ray application based on AI can detect diseases faster than radiologists. In the financial and insurance industry, roboadvisors are being used for wealth management or fraud detection. Those capabilities don’t eliminate human involvement in those tasks but will rather have humans deal with unusual cases. With the advancement of AI in the workplace, business and IT leaders should adjust job profiles and capacity planning as well as offer retraining options for existing staff.

Myth No. 5: Not Every Business Needs an AI Strategy

Every organization should consider the potential impact of AI on its strategy and investigate how this technology can be applied to the organization’s business problems. In many ways, avoiding AI exploitation is the same as giving up the next phase of automation, which ultimately could place organizations at a competitive disadvantage.

“Even if the current strategy is ‘no AI’, this should be a conscious decision based on research and consideration. And – as every other strategy- it should be periodically revisited and changed according to the organization’s needs. AI might be needed sooner than expected,” Mr. Linden concluded.

Following a competitive pitch, the alcoholic beverages company Distell has selected WPP as its global partner agency.

Distell produces, markets and distributes a diverse portfolio of award-winning global and multi-country brands within the ready-to-drink (RTD), cider, wine and spirits categories and is acknowledged as the second largest cider producer in the world.

WPP will be responsible for Distell’s Tier 1 brands, including Savanna, Hunter’s, Hunter’s Edge, Viceroy, Amarula Cream, Bain’s Cape Mountain Whisky and Scottish Leader. 

Delivered by Team Liquid – WPP’s bespoke and scalable agency solution for Distell – the portfolio will cover strategy, creative, digital, social, media, PR, influencer and in-store.

Led by Paul Jackson, CEO of Team Liquid, the team will be based in Johannesburg and draw on expertise from across WPP’s global network as Distell continues to build its international consumer base.

Donovan Hegland, Distell Global Marketing Director, said: “We have world-class, award-winning brands with ambitions to expand globally and are extremely excited to be partnering with WPP on this new journey. This was a rigorous process and the quality was of an incredibly high standard, but ultimately we were unanimous in appointing WPP, who approached the brief with a great deal of creativity, expertise and passion.”

Mark Read, CEO of WPP, said: “We are delighted to have been appointed Distell’s lead creative partner in Africa and key international markets as they look to reshape their marketing strategy. Ideally placed to deliver on Distell’s global growth ambitions, WPP’s Team Liquid is an integrated, bespoke solution that brings together the very best talent from across our agencies, markets and disciplines.”

Over the past decade, we’ve lived in an over-saturated visual world, where brands have been competing for customer’s attention, either via images or video content.  However, since the introduction of Siri and Alexa, the world around us is transforming at an incredible pace, and Middle East and Africa (MEA) will be one of the key markets driving the growth of this space. Over the next decade, success will be driven by just two things, voice and brand and hence what brands sound like may become a crucial variable for success. 

Sonic (Audio) Branding was born in the Golden Age of Radio, with the first brand, NBC, officially registering its audio mark in 1950, since then, it seemed to be left overlooked. However, with the emerging technology and major growth of audiobooks, voice assistants and smart speakers, were heard by people for at least four hours every day, now is the time for marketers to invest in audio to remain competitive. 

Today Sonic branding has become an integral part of a comprehensive brand strategy, that creates an experience that builds an emotional connection. Just a few days ago, Mastercard announced its new Sonic Branding, a sound that will help users recognise the brand, either when making a purchase, or a watching an ad.  Working with agencies and artists, like Mike Shinoda from Linkin Park, Mastercard is now also expressing the brand via sounds, thus strengthening emotional connection with its target audience. 

According to several studies, Audio has an incredible advantage to trigger human emotions, significantly impacting our mood. Audio signals gives an effective cue to the brand’s image, thus allowing them to cut through the visual clutter of modern market, contributing to shaping strong associations and relationships with the brand, triggering emotions faster than visual stimulation.  However, what is missed out on, quite often, is that Audio Branding can be used not just externally, but also internally, thus having a direct positive effect on productivity. 

According to a research conducted by RED in May, 2013, More than 98% of participants agreed that playing music creates a better working environment, while making them more productive and motivated. With such a strong effect that audio has on human perceptions, marketers will need to start asking themselves “How does our brand sound like”?, while carefully analysing their target audiences.

By utilising Sonic Branding right, marketers will have a chance to build a stronger and more impactful atmosphere, enhance retail experiences, improve productivity, brand loyalty and engagement. 

Written by Yulia Klimacheva, Managing Partner and Head of Brand Strategy at Jpd Agency. 

In view of the terror attack in Pulwama, Jammu and Kashmir, WION is withdrawing its invitation to all the speakers from Pakistan who were to participate in the Global Summit: South Asia Edition that is scheduled to take place in Dubai on February 20. 

We believe this heinous attack has vitiated the atmosphere and any deliberation on collective prosperity with Pakistan is untenable. 

Among those who will not be joining us now is Mr Fawad Chaudhry, Minister of Information and Broadcasting in the Govt of Pakistan, whose statements on the Pulwama attack we unequivocally condemn. 

General Pervez Musharraf, former President and Army Chief of Pakistan, Mr Abdul Basit, former High Commissioner of Pakistan to India and Mr Salman Bashir, former Foreign Secretary of Pakistan will also not be part of the Summit now.

However, the other sessions of the Global Summit on unleashing the collective potential of South Asia, the strategic balances and alliances in the region, the India-Maldives partnership, sustainable growth, the role of women in nation building and the changing face of media will be held as scheduled. 

WION remains committed to presenting India’s perspective to the world, and that includes taking a stand against entities and individuals trying to hurt India. 

We salute the martyrs of Pulwama. Our thoughts and prayers remain with their families. 

Digital media have empowered people worldwide but also enabled the spread of disinformation and demagoguery and undermined the funding of professional journalism as we know it.

People increasingly rely on search engines, social media, and messaging applications, which help them access, discuss, and share news, but also risk exposing them to false or misleading information and malicious manipulation.

Recent elections in countries as diverse as Brazil, Italy, and the United States have demonstrated the continued relevance of journalism and how digital technologies empower people, but have also revealed weaknesses in our media environment, and shown how foreign and some domestic political actors seek to exploit them. Upcoming elections in the European Union, India, and elsewhere are at risk as many of the problems we face seem to evolve faster than the solutions.

In this situation, independent professional journalism will be more important than ever in helping people understand the major challenges and opportunities facing us, from day-to-day local events to global issues. But as the business of news changes, journalism also risks becoming less robust, and ultimately incapable of helping the public make sense of our times or holding power to account.

Reporters without Borders noted that 2018 was ‘the worst year on record’ for violence against journalists, and according to Freedom House, 45% of the world’s population live in countries where the media are not free.

This report identifies five things everybody needs to know about the future of journalism from research done at the Reuters Institute for the Study of Journalism at the University of Oxford. These fve trends will impact the work of professional reporters as well as everybody who works with them and relies on them, from the general public to politicians, NGOs, and private enterprise.

Precise developments differ from country to country, depending on the economic, political, and social context, especially as much of the world’s population is still offline and many governments do not ensure freedom of the press, but these fve trends are global and cut across many of these differences.

1. First, we have moved from a world where media organisations were gatekeepers to a world where media still create the news agenda, but platform companies control access to audiences.

The global move to digital, mobile, and platform-operated media means that journalism is more accessible than it has ever been. In high-income countries, more than half of all media use is now digital. More than half of digital media use is in turn mobile. And much of the time we spend with digital and mobile media is spent using products and services from platform companies like Facebook and Google. This means anyone with a smartphone and an internet connection has access to a diversity of news almost unimaginable only a few years ago. It also means that the platform companies that people rely on when navigating digital and mobile media are increasingly important for how we access and engage with news and public life.

In this ever-more competitive battle for attention, speaking is not the same as being heard, and far from the death of gatekeepers, we have seen the move to two sets of gatekeepers, where news media organisations still create the news agenda, but platform companies increasingly control access to audiences.

2. Second, this move to digital media generally does not generate flter bubbles. Instead, automated serendipity and incidental exposure drive people to more and more diverse sources of information.

While echo chambers exist, where highly motivated minorities self-select into insular news diets and like-minded communities, fears of algorithmically generated filter bubbles currently seem misplaced. While our own choices and preferences sometimes lead us to narrow information diets, technology seems to point in the opposite direction. There are opportunities here for journalists and publishers to pursue.

Empirical research thus consistently finds that search engines and a wide range of different social media including both Facebook, Twitter, and YouTube demonstrably drive people to use more different sources of news, including more diverse sources and sources they do not seek out of their own volition (Newman et al., 2018). In practice, most people only go directly to a few news sources on a routine basis, rarely more than three or four.

For most people, digital media use is thus associated with more diverse news use, but information inequality is a real risk, as is political polarisation – risks that are fundamentally rooted in political and social factors but can be amplifed by technology.

3 .Third, journalism is ofen losing the battle for people’s attention and, in some countries, for the public’s trust.

Digital media give us access to more and more diverse information than ever before, and in this ever more intense competition for attention, journalism is at risk of losing out. While a small minority of news lovers are extremely interested in news and access news several times a day, a clear majority of the population is much less interested, and a far greater number of people access news less than once day. Segmented on the basis of interest in news and frequency of access, we can see that news lovers make up only 17% of the public, daily briefers about half (48%) and casual users, who access news less frequently than once a day, 35%. For many people, news is only a small part of their media use. In the United States, for example, data from comScore suggests only about three percent of the time we spend online is spent with news, and just half a percent with local news.

People turn of the news because it feels irrelevant and depressing and does not help them live their lives; they often turn to entertainment or social media instead (Tof and Nielsen, 2018). These differences are not only a function of competition for attention. They also reflect that much of the public is questioning whether journalism is in fact helping them in their lives, and that people in many countries doubt whether they can trust the news.

4. Fourth, the business models that fund news are challenged, weakening professional journalism and leaving news media more vulnerable to commercial and political pressures.

The majority of professional journalism is still funded by newspapers (Nielsen, 2016). An estimated 90% of publishers’ revenues worldwide still come from print, digital revenues are in many cases growing only slowly, and, where they exist, public service media are under considerable pressure (WAN-IFRA, 2018; see also Cornia et al., 2016; Sehl et al., 2016). Most of these existing forms of funding for professional journalism will decline as we continue to move to a more digital media environment, leading to further job cuts in newsrooms.

Historically, media organisations’ control of both content and channels meant they could count on advertising revenues being a large share of the business of news. As we have moved to a more digital, mobile, and platform-operated environment, advertisers are increasingly following audiences and spending their money elsewhere, especially with large technology companies offering low rates, high reach, and sophisticated targeting.

We are already seeing governments across the world strategically using state advertising to influence news media, just as some private interests are subsidising, or sometimes acquiring, news media to advance their commercial or ideological agenda (Schifrin, 2017). As independent, professional journalism provides a public good, and the market alone seems unlikely to deliver this in many cases, in countries where this could be done without giving politicians or government offcials direct sway over news, policy intervention could be called for to address market failures (the Nordic countries provide examples of how this could be done).

5. Fifth, news is more diverse than ever, and the best journalism in many cases better than ever, taking on everyone from the most powerful politicians to the biggest private companies.

It is clear that cost-cutting, increased pressure to produce more stories across more channels/formats, and a 24/7 news cycle has led to a large volume of more superficial journalism. But the best is better than ever. While some organisations have focused their resources and retained a commitment to accurate reporting and in-depth investigations, and recent years have seen several reminders of the power of journalistic revelations, many reporters have to produce many stories with little time, and some are lef churning out clickbait from press releases and the like (Rusbridger, 2018). Worryingly, even as many professionals working in complex organisations across business, government, and the non-proft sector specialise and know more and more about less and less, journalists are ofen forced to operate as generalists, and many know less and less about more and more.

There are more examples of inspiring innovation around the world than we can cover here, but it is worth highlighting how central digital media are to many impressive new initiatives in journalism, from the German newspaper Die Zeit’s ‘Deutschland Sprichts’, which matches readers with different political views for one-to-one ofine discussions, and collaborative initiatives to combat disinformation through joint fact-checking and source verification like the First Draf News coordinated Crosscheck in France to cross-country international investigative journalism like the ICIJ-led Panama Papers investigation (Sambrook, 2018). None of these projects would have been possible without digital media.

Journalism is facing stiff competition for attention and its connection with the public is threatened by news avoidance, low trust, and the perception that news does not help people live the lives they want to live. But in many ways, the best journalism today is better than ever – more accessible, more timely, more informative, more interactive, more engaged with its audience. And the role of journalistic revelations in many different cases, in the #MeToo movement, in confronting corruption amongst public officials in countries including India, South Africa, and elsewhere, and in fuelling public debate around platform companies’ power and privacy practices and other issues in the private sector, underline the continued importance of investigative reporting.

These five trends are global and important for journalists, but also for the public that relies on journalism, and for everybody who works with journalists, from politicians and NGOs to private enterprise.

They will help define the future of journalism – more accessible as new platform products and services from augmented reality to voice assistants grow in importance to supplement search engines and social media; less robust as old business models built in twentieth-century media environments erode in twenty-first-century environments; more important than ever as we face complex global problems and the risks of unaccountable exercise of public or private power.

To ensure this, journalists and news media need to continue to adapt to the digital media that people all around the world are eagerly embracing at the expense of print and broadcast, and build a profession and a business ft for the future. And we need collectively to protect journalists’ right to report and freedom of the media, in recognition that, at its best, independent professional journalism creates public value, and serves the public.

Authored by Rasmus Kleis Nielsen,Director of the Reuters Institute for the Study of Journalism and Professor of Political Communication at the University of Oxford and  Meera Selva, Director of the Journalist Fellowship Programme at the Reuters Institute for the Study of Journalism at the University of Oxford.

 Source: Reuters Institute

Gillette’s new #MeToo-inspired advert has sparked conversations about what traits are seen as ‘masculine’ and which instead represent ‘toxic masculinity’.

Toxic masculinity is most widely perceived as harmful behaviours by men that not only affect them, but even people around them who may or may not identify with the conventionally masculine traits.

New research from YouGov among UAE residents explores which attributes, that have traditionally been associated with masculinity, people consider ‘toxic’. It finds that UAE residents don’t consider the most ‘toxic’ male traits very ‘masculine’ in nature.

Aggressiveness comes out as the most toxic masculine trait, with almost half (48%) believing it is ‘toxic’ compared to just 15% who consider it ‘masculine’. The other traits most thought of as ‘toxic’ are also among the least likely to be thought of as ‘masculine’ – with over a third (36%) thinking being unemotional is a ‘toxic’ trait, compared to 10% that think it is a masculine one. 

Other traits that more people believe are ‘toxic’ than think are ‘masculine’ are being dominating or powerful (31% vs 24%), pursuing women (31% vs 10%), being superior to women (30% vs 10%) and not caring about their own appearance (18% vs 12%).

The trait that YouGov’s research found is thought of as the most ‘masculine’ among UAE residents is taking responsibility (64%). It is followed by confidence (56%), physical strength (46%), bravery (45%), and self-reliance (43%).

There are two traits seen as either ‘toxic’ or ‘masculine’ by a large number of people. Over three in ten (31%) believe that being dominating and powerful is toxic, while around a quarter (24%) see this as a ‘masculine’ trait. Similarly, while one in five (20%) see being financially dominating as ‘toxic’, a similar proportion (21%) think this is a ‘masculine’ trait.

YouGov also asked about traits traditionally considered to be ‘feminine’. The research finds that more than half feel that men would benefit from embracing characteristics such as gentleness (56%), tolerance and forgiveness (54%), understanding own feelings (53%), and being caring (53%). Emotional maturity is the ‘feminine’ trait that women most want men to develop (62%), while gentleness is the attribute most male respondents (61%) think men should embrace.

Commenting on this Kerry McLaren, Head of Omnibus, said, “The #MeToo movement and Gillette’s latest advert have placed the subject of masculinity in general – and toxic masculinity in particular – on the agenda. Our data suggests that there are relatively few ‘masculine’ traits that people in the UAE see as ‘toxic.’ Indeed, in most cases people are much more likely to see the characteristics we asked about in a more positive light.”

Travellers will be immersed in experiences spanning culture, hospitality and entertainment at the world’s most exciting airport

Dubai Airports has partnered with action sports brand XDubai to deliver an incredible one-of-a-kind stunt by Emirati athlete and skydiver Mohammed Baker, as part of the new DXB brand which aims to position the world’s busiest international airport as a major destination for culture, hospitality, and entertainment.

Millions of travellers passing through the world’s biggest airport, Dubai International (DXB) will soon get to experience unmatched hospitality, a culture of vibrant imagination, as well as a mesmerising mosaic of exciting and inspiring experiences, ranging from mouth-watering cuisines, evolving retail choices, to world-class music and art.

After welcoming one billion passengers, the airport is transforming towards creating immersive experiences that embody the true spirit of Dubai for its customers, as part of its new brand reveal today.

Understanding dining is an integral part of a traveller’s journey through the airport, DXB has introduced a range of delectable options. From the choicest traditional flavours at the S34 Gahwa Mezza Bar, and Americana-style diner options with a local twist at Tranzeet DXB, to live entertainment at the licensed Hard Rock Café, travellers will now be able to delight their taste buds in an environment second to none.

Away from dining, customers will also be able to experience art, music, fashion and local culture, giving DXB a sense of place and a taste of the city it calls home.

The new brand was first revealed at an official event attended by His Highness Sheikh Mohammed Bin Rashid Al Maktoum, Vice President and Prime Minister of the United Arab Emirates and Ruler of Dubai, His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman of Dubai Airports and Paul Griffiths, Chief Executive Officer of Dubai Airports, as well as VIPs and global media.

To bring the brand to life and to demonstrate the spirit of Dubai, DXB partnered with XDubai, the masterminds behind some of the most thrilling and adventurous experiences in Dubai, to deliver an incredible one-of-a-kind stunt by Emirati extreme athlete Mohammed Baker. The stunning showcase saw what is believed to be the world’s longest free fall attempt that began with a jump out of a helicopter and a glide down Sheikh Zayed Road with the iconic Dubai skyline as backdrop, before swooping under eight lanes of traffic on Dubai’s most famous highway.  The stunt embodied Dubai’s spirit of adventure and ambition, and symbolised the vision of DXB to push boundaries and create exciting new experiences.