Given the growing focus on millennials, Samer Chehab, PHD UAE’s associate director of social media, discussed ways marketers can keep their content social and stimulating for this demographic at the Dubai Lynx 2016. Focusing on Arab millennials, which represent up to 60% of the population in some Middle Eastern countries, Chehab identified the biggest opportunities for brands to build long-term relationships with their present and future customers.

As an overriding piece of advice, he urged marketers to become the art director for their brands, distinguishing between observations and scientific data and then forging a solution that is based on a convergence of the two.

As a seasoned content producer in both Arabic and English languages, Chehab’s talk was held on the Festival’s Regional Stage and was conducted in Arabic.