HAVAS Middle East, the official agency partner of the 1 Billion Followers Summit, successfully concluded the inaugural edition of HAVAS Café, introducing a new collaborative platform designed to bring brands and creators closer through meaningful dialogue and shared learning.
Conceptualised as an informal yet intentional space, HAVAS Café served as a hub for curated discussions, networking opportunities, and one-on-one interactions. The initiative focused on the evolving dynamics of the creator economy and how brands can build stronger, more authentic relationships with creator communities.
Alia AlHammadi, Vice Chairperson of the UAE Government Media Office and CEO of the 1 Billion Followers Summit, highlighted the summit’s continued efforts to expand strategic partnerships and deepen collaboration with leading digital platforms and global media, marketing, and creative organisations. She noted that the fourth edition of the summit marked a milestone in building long-term relationships that empower creators to sharpen their capabilities and work more effectively with brands.
AlHammadi also underscored the importance of HAVAS Café as a platform that enabled creators to connect directly with leading brands and industry experts, supporting sustainable growth, stronger audience engagement, and creative alignment with both personal aspirations and brand objectives. She added that this approach reflects a strong understanding of cultural nuances and audience expectations across communities.
Dany Naaman, CEO of HAVAS Middle East, said: “HAVAS Café was designed as a space for honest conversations and practical exchanges between brands and creators. At a time when audiences expect more than visibility, bringing these conversations to the forefront helps brands build relevance and meaning through how they show up, who they work with, and what they stand for.”
James Wright, Global CEO of HAVAS Red and Global Chairman of the HAVAS PR Network, added: “Creators are an area we’ve been investing in for more than a decade, and being at the 1 Billion Followers Summit with our clients reinforced just how important direct engagement is. Listening to creators, understanding how they want to work with brands, and learning how they can support real business objectives made HAVAS Café a genuinely valuable experience for our clients.”
The programme featured expert-led conversations from teams across HAVAS Creative UAE, HAVAS Life Middle East, HAVAS Red, and H/Advisors. Moderated by industry leaders including Oliver Obeid, Razan Karim, Carlo Nakhle, Sarah Helal, and Amel Osman, the sessions examined the shifting role of creators, the importance of brand–creator alignment, audience influence on brand behaviour, and the growing focus on credibility and compliance.
Beyond panel discussions, HAVAS Café also hosted structured brand–creator matchmaking sessions. These focused interactions allowed participants to exchange perspectives, align on working styles, and explore collaboration opportunities. Participating brands included Adidas, The Estée Lauder Companies, Dubai Retail, L’Oréal Middle East, Calvin Klein, and Charlotte Tilbury.
Dana Tahir, CEO of HAVAS Red Middle East, concluded: “Creating a space for direct dialogue between brands and creators was a deliberate choice. When both sides engage openly, it leads to clearer expectations and stronger working relationships. That clarity is critical as the industry moves toward more meaningful and effective content strategies.”
Through HAVAS Café, HAVAS Middle East reaffirmed its role as a key connector within the region’s creative ecosystem, fostering collaboration, knowledge exchange, and long-term value at the intersection of creativity, culture, and commerce.
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