Key Areas for Discussion
•Trends, shifting behaviours, and engagement strategies
•Advanced audience segmentation and persona development
•Utilising synthetic focus groups and analysing the impact of Geo-tareting (GEO)
Presenter
Mohaned Lafi, Chief Executive, Four Agency Worldwide
Mohaned leads Four MENA, working across Future Industries: aviation,aerospace, smart cities, fintech, real-estate and clean energy.
He represents a wide range of clients including Airbus, Masdar, Honeywell,Agility Global, Dubai Airshow, Landmark Group, Alvarez & Marsal, Menzies Aviation and IATA. He has also worked for many years with PIF subsidiaries, NEOM, the Emirates Nuclear Energy Corporation, Etihad Airways, Abu Dhabi Airports, Dubai Airport Freezone Authority and the Global Aerospace Summit.
Over the past 14 years, Mohaned has led executive coaching, public speaking and crisis communications planning for C-level leaders across the Middle East region. Mohaned was recognised in the PR Week Power Book for the Middle East in 2024 and 2025.
He has been a key player in more than 25 award wins at MEPRA. He was winner of the Middle East’s Young Communicator of the Year award by MEPRA in December 2015. He joined Four in November 2012 as part of the graduate trainee scheme and has been part of the MENA management board since 2018.
Date & Timings
Wednesday, 4th March 2026
10:30 AM – 11:30 AM GST
Location
This workshop is hosted via zoom.
Registration
Free for MEPRA members
250 for Non-members