Programme
2024

20 sessions pour vous
inspirer, apprendre et grandir

08:30 - 09:30

Welcome & Check In

09:30 - 09:40

Opening Show

Opening Show
Welcome Speech
09:45 - 09:55

Welcome Speech

10:00 - 10:25

Keynote 1 : The future of Marketing

OpenAI's ChatGPT took the digital world by storm after its release in late 2022, amassing over one million users within a week of going live. This is Just one example of how AI, Machine Learning, and Neuromarketing are changing Marketing as we know it.
We can either adapt or be left behind. In this keynote, I will share with you how you can leverage all these tools to improve your marketing performance and efficiency.

Keynote 1 : The future of Marketing

Amine Bentahar

Chief Marketing Officer & COO

10:30 - 11:15

Panel 1 - Q&A : How and Why the marketing function is transformed in the digital era ?

How and Why the marketing function is transformed in the digital era ?
How the maketing and communication functions are rushed today ?
What are the new skills these jobs will need ?

Panel 1 - Q&A : How and Why the marketing function is transformed in the digital era ?

Achraf Faida

Chief Marketing Officer

Panel 1 - Q&A : How and Why the marketing function is transformed in the digital era ?

Ramla Jarrar

Co-Founder & President

Panel 1 - Q&A : How and Why the marketing function is transformed in the digital era ?

Mehdi Alami

General Manager

Panel 1 - Q&A : How and Why the marketing function is transformed in the digital era ?

Karin Du Chenne

Chief Growth Officer Africa Middle East

Panel 1 - Q&A : How and Why the marketing function is transformed in the digital era ?

Hassan Rouissi

Co-founder and associate Director

Networking Break
11:15 - 11:45

Networking Break

Networking Break
11:45 - 12:00

Keynote 2 : Purpose: hero trap or path to meaningful growth?

Thomas Kolster challenges the audience with a tour de force around the purpose landscape to an emerging post-purpose market looking for fresh answers. In challenging economic times will value for money win over values? Most leaders and companies today are firmly on the social and environmental issues bandwagon like bees around a honey pot from oceans plastic to diversity.
Kolster demonstrates how to build an authentic leadership that inspires change. It's not about making people believe in your company’s purpose, but rather making them believe in themselves and their ability to bring about change.

Keynote 2 : Purpose: hero trap or path to meaningful growth?

Thomas Kolster

Author and Purpose Pioneer

12:05 - 12:20

Keynote 3 : The Framework for finding Brand Performance

In a world where most people hate advertising and avoid it or even pay not to see it, smart digital marketers know how to create a brand story that stands out, captures attention, and defines an identity. So what is the secret that the highest-performing brands understand when developing their digital marketing plans? A strategy based on science but built by emotion.This session will walk through a unique framework that you can use to develop an integrated digital brand strategy that drives performance with cut through creative.

Keynote 3 : The Framework for finding Brand Performance

Jonathan Ogle

Co-Founder & Principal

Lunch Break
12:30 - 14:00

Lunch Break

Lunch Break
14:05 - 14:20

Google Keynote : Digital Trends in Africa

Insight into what people are searching for online in 2022. Google analyzes billions of search terms to identify emerging trends and consumer behaviors.
This reveals powerful insights into our consumers’ changing needs, values, and priorities. Customers are now focusing on health, sustainability and financial literacy. People will have a lot to navigate in 2023.
Marketers can prepare for this moment by combining investment known to drive growth with new insights and AI-powered tools to enable creativity and innovation.

Google Keynote : Digital Trends in Africa

Yasmen Dehne

Digital Growth Consultant

14:25 - 14:40

Keynote 5 : Digital transformation – What models for Africa ?

The forced digitalization that took place since the emergence of COVID19 has accelerated digital transformation and radically changed lives and businesses in every corner of the world. In order for African companies and businesses to succeed in their digital transformation, they need to get ready to seize the new opportunities ahead.
What are those opportunities ?
And what successful models of digitalization can Africa learn from in order to achieve optimal result ?

Keynote 5 : Digital transformation – What models for Africa ?

Abdelhak Benkerroum

Founder & Director

14:45 - 15:00

Jumia Keynote : E-commerce in Africa & Beyond

Exploring the future of e-commerce in Africa Insights, Context, Challenges To thrive in the e-commerce space now it’s more important than ever to stay ahead of the curve and adopt emerging trends.
During this session, you will review the changes in the industry and learn more about the trends that will define 2023.

Jumia Keynote : E-commerce in Africa & Beyond

Jean Jacques Maikere

Group Chief Marketing Officer Jumia

15:05 -15:50

Panel 2 - Q&A : How to Win in Ecommerce ?

E-commerce experts will review the changes in the industry in Morocco and share their thoughts about the trends that will define 2023.

Panel 2 - Q&A : How to Win in Ecommerce ?

Hamza Naciri Bennani

General Manager

Panel 2 - Q&A : How to Win in Ecommerce ?

Zakaria Ghassouli

Chief Executive Officer

Panel 2 - Q&A : How to Win in Ecommerce ?

Badr Bouslikhane

Chief Executive Officer

Panel 2 - Q&A : How to Win in Ecommerce ?

Sanaa Bousbai

Chief Executive officer

Panel 2 - Q&A : How to Win in Ecommerce ?

Hicham Bennis

General Manager

Networking Break
15:50 - 16:20

Networking Break

Networking Break
16:20 - 16:35

Quiz : Hello Africa Life by Kantar Integrate

Are you curious to learn more about the unique and fascinating ways of living across Africa? If so, then get ready to test your knowledge in the Africa Lifestyle Quiz. As we delve into the Quiz, we explore the diverse and vibrant ways of living across the vast continent. From the colorful and intricate fabrics of West Africa to the rhythmic and soulful beats of Southern Africa, there are many facets to African lifestyle.
This quiz will challenge your knowledge of the unique lifestyles, values and digital landscape of African societies. You will also discover how modern influences and globalization are shaping the lifestyles of Africans today. So, get ready to embark on a journey of discovery and learn about the rich and multifaceted African way of life.

Quiz : Hello Africa Life by Kantar Integrate

Siham Malek

General Manager

16:40 - 16:55

Keynote 7 : Brand safety in the digital marketing space in Africa

For brands to grow in a digital ecosystem, it must do so in a safe space. Brand safety is not a need to have, it’s a must have.
Regulations are mostly an afterthought or after the fact, so they can’t create the first-hand safety, brands need in an ever changing the digital world. As consumers, take more of their daily routines online as a result of their busy life and improvement in digital infrastructure. Advertisers have no option than to take their messages to where their customers are.
Digital spend will increase; and as always criminal elements will follow the money. Ad fraud is real and must it be tackled. Brand safety ? GARM to the rescue.

Keynote 7 : Brand safety in the digital marketing space in Africa

Uwubanmwen Osamede

Commercial Director

17:00 - 17:15

Fire Chat Interview "Consumers Shifts Post COVID"

 Fire Chat Interview

Kofi Amo Gottfried

Chief Marketing Officer

17:20 - 17:35

Tiktok Keynote : The new voices of entertainment

Entertainment was at the heart of the relationship between brands and consumers. However, at some point in the last decade, we believed that consumers were time deprived.
We limited our stories and ironically swapped out entertaining for - advertising. In reality, entertainment was always worth their time, and yours, because it sells.
And at the heart of entertainment comes a new voice and a new age of influence – creators.

Tiktok Keynote : The new voices of entertainment

Amine Raihani

Partnership Manager TikTok

17:40 - 17:55

Keynote 9 : Content Strategy for 2023 and Beyond

Digital platforms have provided unlimited opportunities to publish and share content that add value to the customer experience.
Brands are creating so much content today that users don’t have enough time to interact with all of it.
Creative strategies vary based on the industry and the platforms used. Keynote will share Effective strategies for each platform (Youtube, Tiktok, Meta, Instagram, Twitch) and will also include the commercial outlook for CTV (Netflix, Hulu, Prime). In addition will discuss how to payoneer upcoming fast moving platforms (OTT, BeReal) and Technologies (Chat GPT, Jasper.ai, Dall E) to streamline content production and distribution in 2023 and beyond

Keynote 9 : Content Strategy for 2023 and Beyond

Mehdi Naourass

Chief Executive Officer – Webloo

18:00 - 18:15

Keynote 10 : CX, BX, UX, EX, TX... Too much X kills the X.

It is the sum of experiences that makes us who we are as human beings. The same goes for brands. Whether we talk about Customer eXperience, User eXperience, Employee eXperience, or ultimately Total eXperience, these are just expressions that lead us to one thing that we should remember:
It is human experiences that determine what a brand should be.
By combining creative thinking and design thinking, it is the experience and the implementation of a corporate culture that will determine the great brands of tomorrow.

Keynote 10 : CX, BX, UX, EX, TX... Too much X kills the X.

Anass Drissi

Lead UX/CX

Keynote 10 : CX, BX, UX, EX, TX... Too much X kills the X.

Quods Ouaissi

Executive Creative Director

18:20 - 18:35

Keynote 11 : Sustainability and Digital Revolution: A Love-Hate Relationship?

This session will explore the Complex Relationship Between Digitalization and Sustainability

Keynote 11  : Sustainability and Digital Revolution: A Love-Hate Relationship?

Baha Hamadi

Founder and managing director

ADS Party by Tribal DDB
20h - 00h

ADS Party by Tribal DDB

ADS Party by Tribal DDB
08:30 - 09:00

Welcome & Check In

09:00 - 09:15

Opening Keynote : The 7 keys to success in a changing world

We live in an increasingly VUCA world (Volatile, Uncertain, Complex and Ambiguous). The volatility and complexity that surround us means that there have never been so many threats in human history, and, at the same time, there have never been so many opportunities. In order to exploit the possibilities of such a world, one must first understand its profound nature. And then, based on concrete examples concerning both well-known companies and SMEs, we will present the different strategies that combine agility, anti-fragility and proactivity that lead to an increase in the chances of success for a company in such an environment.

Opening Keynote : The 7 keys to success in a changing world

Jean Staune

Director of the center for Science and The Quest for meaning

09:20 - 09:55

Panel 1 - Q&A : Digital Media Service

Face au bouleversement de la production et la diffusion des programmes audiovisuels, quelles sont les perspectives de la TV traditionnelle à l’ère du digital ?
Quels nouveaux modes de consommation de la TV par les nouvelles générations ?
Comment repenser l’expérience de découvrabilité et de navigation des programmes face à l’augmentation du nombre des offres tv online et offline et la nouvelle façon de consommer les contenus.
Le support télé tel qu’on le connaît aujourd’hui est-il destiné à disparaître complètement pour les générations futures, au profit des supports numériques (téléphone, tablette, ordinateur) ?

Panel 1 - Q&A : Digital Media Service

Bissane Kairat

Marketing & TV program Director

Panel 1 - Q&A : Digital Media Service

Salim Cheikh

General Manager

Panel 1 - Q&A : Digital Media Service

Ignacio Gomez

Head of Research

Panel 1 - Q&A : Digital Media Service

Mostapha Mellouk

Co-fondateur et Directeur Associé

10:00 - 10:15

Keynote 2 : Morocco Branding

A usecase that designs and analyzes, from a marketing perspective, key figures, insights and date of the brand 'Morocco' global radiance during the Football World Cup in 2022. The Moroccan football/soccer team, “Les Lions de l’Atlas”, made history by becoming the first team from Africa/the Arab world to reach the semi-finals stage during its participation to Fifa world Cup 2022 in Qatar. This had a huge impact on the ‘Morocco’ brand at all levels: awareness, likability, interest… and on multiple areas (sports, tourism,…). The speakers, coming from the Marketing/Brand building and Digital worlds are analyzing, through a mix of approaches (social listening, semantical analysis, topic modeling…) the key insights on the brand performance, using world-class tools and analysis to identify relevant takeaways. An approach that can be an inspiration for Brand builders to understand how data can be translated into actionable insights, at business level.

Keynote 2 : Morocco Branding

Reda Taleb

CEO Officium

Keynote 2 : Morocco Branding

Nabil Haffad

Expert en marketing & en transformation digitale

10:15 - 10:25

Guest Star Talk

Guest Star Talk
10:30 - 11:15

Panel 2 - Q&A : How to promote the Morocco Brand ?

Durant ce panel, nos intervenants échangeront sur le rôle du digital digital dans la promotion de la marque Maroc à travers 3 axes :
- Comment aujourd’hui la marque Maroc est promue à travers les initiatives de « Morocco Now » portée par l’AMDIE et de « Maroc Terres Lumière » portée par l’ONMT
- Comment peut-on adopter une stratégie de Morocco Branding globale après l’exploit réalisé par l’équipe Nationale de Football durant la Coupe du Monde 2022
- Comment le digital peut contribuer à la promotion de la marque Maroc à l’international

Panel 2 - Q&A : How to promote the Morocco Brand ?

Ali SEDDIKI

Managing Director of AMDIE

Panel 2 - Q&A : How to promote the Morocco Brand ?

Adel El Fakir

Chief Executive Officer

Panel 2 - Q&A : How to promote the Morocco Brand ?

Youssef Cheikhi

Président Groupement des Annonceurs au Maroc

Panel 2 - Q&A : How to promote the Morocco Brand ?

Mohamed Jouahri

General director

Panel 2 - Q&A : How to promote the Morocco Brand ?

Nadia Rahim

Brands and Communication Director

Panel 2 - Q&A : How to promote the Morocco Brand ?

Hasna Alaoui

Marketing Director - Beko North West Africa

11:20 - 11:35

Keynote 3 : ChatGPT, Dall-e Midjourney : How Generative AI & 3D will change advertising and creativity forever

In just a few months, Generative AI (new technologies based on Artificial Intelligence) is revolutionizing the way we create texts, photos and videos.
New tools such as Dall-e, Midjourney for visuals assets or ChatGPT (Microsoft), Bard (Google),… for texts, will change the way brands and agencies are doing marketing forever. Just imagine if you could design a highly detailed photo or video in any styles (3D, drawing, photorealistic, painting…) in a few seconds by just entering a text prompt ?
Or how can you leverage ChatGPT has a coach for your marketing strategy or business plan ?!
Discover in this session the possibilities, risks, opportunities, solutions behind Generative AI for marketing and creativity.

Keynote 3 : ChatGPT, Dall-e Midjourney : How Generative AI & 3D will change advertising and creativity forever

Emmanuel Vivier

Co Fondateur - Hub Institute

Networking Break
11:35 - 12:05

Networking Break

Networking Break
12:05 - 12:20

Keynote 4 : La monétisation des médias à l'ère de l'intelligence artificielle

The monetization of media in the era of artificial intelligence is a complex and evolving topic. With the rise of AI technology, traditional methods of generating revenue such as advertising and subscriptions are being challenged. New opportunities have emerged such as using AI to personalize content and improve user experience, which can lead to increased engagement and new sources of revenue. However, the use of AI in media also raises ethical concerns, such as privacy and algorithmic bias, that need to be addressed. The media industry must strike a balance between leveraging the benefits of AI and preserving the integrity of its content and audience. The future of media monetization in the AI era will depend on the ability of the industry to adapt and innovate.

Keynote 4 : La monétisation des médias à l'ère de l'intelligence artificielle

Michel Juvillier

Founder - The Societies.media

12:25 -12:40

Keynote 5 : The Metaverse and Web 3.0

With a market size growth of 62% per year from 6 Billions in 2021 to 500 billions in 2030, it is now the time for enterprise adoption for the blockchain technology behind the web3 and the metaverse.
With an expected impact 10 times bigger than the internet all sectors will be impacted, and the marketing industry will also benefit from this technology. According to Accenture, 55% of decision makers from media companies consider the blockchain technology as a top5 priorities for their business.
This keynote will present the vision of the web3 and the metaverse with an analysis of the specific impact on the marketing industry trough business oriented material illustrated by real use-cases.

Keynote 5 : The Metaverse and Web 3.0

Thomas Giacomo

Bitcoin Association

12:45 - 13:00

Keynote 6 : Data is the new Oil

Modern marketing and business are built on data. It enables us to make data-driven decisions, target our marketing efforts, and comprehend our customers better. The significance of data in marketing will only grow as a result of the expansion of digital channels and the advancements in big data. The newest trends and best practices in data-driven marketing will be covered in this session, along with tips on how to efficiently gather, evaluate, and apply consumer data to meet your where they are. Whether you're a marketer, a business leader, or a data professional, Data should be at the center of your efforts

Keynote 6 : Data is the new Oil

Ali Salhi

CTO - Loop

Networking Lunch
13:00 - 14:25

Networking Lunch

Networking Lunch
14h30 - 14h45

Linkedin Keynote : B2B Trends for the Contrarian Marketer

Marketers always want to know, "what will change ?". Let’s explore a more important question, "what won't change ?".
Why does ‘what won't change’ matter more ? You can build a business on ideas that won't change.
In this session, Ty Heath, Director Market Engagement at LinkedIn's B2B Institute think tank will cover the three macro trends that will define the next 10 years of B2B marketing.
The first trend will address the increasing importance of brand building.
The second trend will explore creative strategies, and the final trend will cover distribution the two building blocks of effective brand marketing.

Linkedin Keynote : B2B Trends for the Contrarian Marketer

Ty Heath

Director, Market Engagement, The B2B Institute at LinkedIn.

14:50 - 15:05

Keynote 8 : Mobile Shopper Research – a Landscape Where a Simple Shop-Along is No Longer Enough

A case study showcasing in-the-moment mobile shopper research across developed and emerging markets, bricks & mortar, eCommerce, modern and traditional trade brought to life by a range of local, regional and global clients.
This session will demonstrate:
1. The role that digital techniques can play in shopper research across Africa
2. How to use technology to overcome the cost, sample size and finite shopper occasion limitations of Shop-Alongs
3. An In-The-Moment mobile shopper diary approach that delivers thousands of offline and online shopping occasions
4. How this emerging technique helps target and optimise in-store and above the line marketing investment

Keynote 8 : Mobile Shopper Research – a Landscape Where a Simple Shop-Along is No Longer Enough

James Fergusson

Chief Executive Officer

15:20 - 15:25

Keynote 9 : The Importance Of Having A Diverse And Inclusive Marketing Foundation

With the everchanging audience and the evergrowing digital platforms, it is important for every marketer to sustain and grow your current and new audiences by including diversity in every context of the word. The solution is not to get it right once but to lead with it everyday.

Keynote 9 : The Importance Of Having A Diverse And Inclusive Marketing Foundation

Iriz Diaz

Chief Marketing Officer - Dallas Mavericks

15:30 - 15:45

Keynote 10 : A digital-led African brand revolution

Only 20% of the brands that Africans admire are made in Africa and 30% of the Top 100 brands are driven by technology. Technology has had a transformational impact in the continent, breaking barriers, connecting people, enabling access to financial services and transforming commerce. As the AfCFTA which seeks to create the largest free trade area of 1.2 billion people with a combined GDP of over $2.5 trillion, moves to accelerate intra-Africa trade from a base on 18% in 2020 to 50% by 2030, there is no question that digitally-brands will be critical lead the way in the transformation of the continent.

Keynote 10 : A digital-led African brand revolution

Thebe Ikalafeng

Founder

15:50 - 16:05

Keynote 11 : Social Media paradox and why too many brands are wrong

Social & Media are two words that don’t fit together at all. Social is about people. About life. About real interactions. Real conversations. Media means “how many should I pay to reach people that don’t want to be reached by me. People that don’t want to see me. People that don’t care about me”. The rise of paid media, how the kpi’s are named on social media (likes, fans, engagement…) and how Social Media are built push brands to do wrong things. To believe wrong things. And to forget the one that matters.

Keynote 11 :  Social Media paradox and why too many brands are wrong

Julien Scaglione

Deputy Managing Director, Head of Social Media

16:10 - 16:25

Keynote 12 : Creating Lasting impact : The power of social experiments for Brands ?

Social experiments for brands are a powerful way to engage with audiences and create im-pactful campaigns. In this keynote, we will explore the keys to making insightful, impactful, and viral experiments. Using a Moroccan study case as an example, we will discover how brands can use social experiments to create meaningful connections with their customers and build brand loyalty. This presentation is a must-see for any brand looking to explore new ways to engage with their audience and create lasting impact.

Keynote 12  : Creating Lasting impact : The power of social experiments for Brands ?

Reda Essakalli

Chief executive officer

16:30 - 16:45

Keynote 13 : Digital Trends Morocco

Digital Trends Morocco Results Digital trends Morocco is the research study that give the trends to the Moroccan market on the evolution of the Digital Adoption and transformation inside the companies from a Marketing perspective. It shows also the evolution in terms of capabilities and investments of the different advertisers and sectors

Keynote 13 : Digital Trends Morocco

Soufiane Al Khatiri

Director of Growth Strategy for Africa

Keynote 13 : Digital Trends Morocco

Luc Durand

Managing Director

16:50 - 17:35

Panel 3 - Q&A : Digital Trends Morocco

Digital Trends Morocco Results

Panel 3 - Q&A : Digital Trends Morocco

Sakina El Fares

Brand & Communication Director

Panel 3 - Q&A : Digital Trends Morocco

Asmaa Fenniri

Senior Director of Digital Marketing and Innovation

Panel 3 - Q&A : Digital Trends Morocco

Amine Bennis

CEO - Tribal DDB

Panel 3 - Q&A : Digital Trends Morocco

Sara Zouad

Co-founder and CEO

Panel 3 - Q&A : Digital Trends Morocco

Smael Sebti

Founder

Morocco Digital Awards ceremony
18h00 - 20h00

Morocco Digital Awards ceremony