Case in Point: The Unwinnable Race – GEMS Education

Our presenters will share all their secrets on the award winning campaign’s objectives, strategy, challenges and how they evaluated its success. This is your chance to hear and learn what it takes to create an award winning campaign and get yourself prepared for the 2023 MEPRA Awards.


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A game-changing proof of concept for GEMS Educations’ new approach to PR — conceptual creative thinking applied to solve pressing business challenges. Hidden In Plain Sight channelled this approach to help address a major challenge in society: gender inequality.

10 girls, 10 boys, 2 obstacle courses, 1 major social experiment.

Hidden In Plain Sight, a Memac Ogilvy campaign for GEMS Education, set out to address myriad challenges for the brand in an entirely different way.

Gender inequality needed to be discussed more in schools. False perceptions surrounded GEMS World Academy — GEMS Educations’ leading International Baccalaureate school. And,  a need existed to emphasize the core tenants of the IB program among parents.

Memac Ogilvy tackled it all through the best of its creative and conceptual thinking. The objectives were to generate pride in the school, highlight the benefits of the IB program, and galvanize school spirit around a purposeful message — the importance of addressing gender inequality through education.

The result was an outpouring of positive sentiment towards the school, an unprecedented spike in social and editorial reach and engagement, and a powerful, lasting lesson for the next generation.

2022 MEPRA Award winner for

Best Use of Limited Budget (Gold Winner)

Best Sustainability, Social Responsibility or ESG campaign (Gold Winner)

Best Use of Content – Creative, editorial or video (Gold Winner)

Best Sports & Recreational Campaign (Silver Winner)


Kassandra Panagiotopoulos, Content Strategy Manager at Memac Ogilvy

Kassandra is a journalist-turned-public relations professional who loves to marry creativity with strategic thinking.

During her four-year journey at Ogilvy, Kassandra’s role has evolved from being responsible for writing and developing multi-format editorial for clients, to leading and driving content strategy and conceptual solutions for government, education, retail and pharma clients across the agency’s client portfolio. She is instrumental in helping develop and execute creative campaigns that tangibly answer the’ business goals and challenges of clients.

She gained her PR experience working at the Dubai International Film Festival and across boutique agencies around Dubai. These roles have equipped Kassandra with a unique set of skills that allow her to understand the diverse needs of clients and create tailored and goal orientated content and campaigns. 

Raised in Dubai, she has grown alongside the city and has a deep understanding of the communications landscape that continues to tranform across the region. Kassandra graduated from Stellenbosch University in Cape Town with a Bachelor of Arts in English and Political Science.

Additionally, Kassandra was one of the founding members of Taa Marbouta – a UAE-born mentorship programme designed to grow female talent in the region – in collaboration with Ogilvy, Global Women in PR and PRCA. She was also shortlisted in the MENA Young Lions PR Competition in 2021.

Joe Lipscombe, Executive Strategy & Creative Director, PR MENA at Memac Ogilvy

Joe Lipscombe is Memac Ogilvy’s Regional Director for Content & Strategy. He delivers the agency’s unrivaled creative differentiator, conceptualizing unique campaigns, science-backed storytelling, and intelligent influencer strategies to create effective growth opportunities. 

He focuses on driving excellence and growth through capacity building in Ogilvy’s key strategic markets, working with government, semi-government, and private sector clients, introducing them to new and unconventional ways of problem solving. For this, he utilizes neuroscience, behavioral science, and experimentation, ensuring clients are applying both vertical and lateral thinking when addressing unique market challenges. 

Joe is a cited author on published scientific research on the neuroscience of storytelling and has delivered major keynotes on the same, including at Expo 2020 Dubai during the UN’s Global Goals Week. He is the voice for illogical approaches to illogical challenges — combining science, observation, data, and instinct to create creative solutions that provide disproportionate impact. 

In his near-decade with Ogilvy, he has also led its training capability, building client capacity in the areas of advance public speaking, narrative building, message development, strategic positioning, cultural relevance, and more. 

He is a member of The One Club for Creativity and a Cannes Gold Lion winner in PR. 

A British-trained journalist, Joe has reported for Sky News, Bloomberg Businessweek, Forbes, multiple national newspapers and several other television stations. He has covered regional politics, policy, conflict, health, technology, lifestyle, economics, and more. He is a two-time published author, including the extended essay, The Art and Science of Better Storytelling.

Date & Timings

6th September 2023, 12:30pm – 1:30pm GST


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