Why Women Leaders Are Reshaping the Middle East Creative Sector

The New York Festivals Lady Liberty program is hosting a global virtual panel on March 24, 2026, focused on the Middle East's growing creative economy and the women shaping it.

The event, titled "Rewriting the Creative Playbook from the Middle East and the Role Women Play," takes place at 4:00pm Dubai time (8am ET) and is open for registration via the New York Festivals website and LinkedIn page.

Panel Brings Together Senior Marketing and Creative Leaders

The panel features three executives with significant regional experience.

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Christina Peyton, founder of KLAR Consulting and former Global VP at WPP, will address the region's evolving creative landscape. "The creative playbook for the Middle East is still being written, and that's exactly why this moment matters for women," Peyton said.

Eleni Kitra of the Advertising Business Group brings direct experience building market leadership for PlayStation, Omnicom, and Meta across MENA. Rima Jammal, Head of Marketing for Obesity at Novo Nordisk MEA, contributes 14 years of marketing leadership across consumer and commercial strategy in the region.

Discussion topics include the rise of the Middle East as a creative economy, the role of culture and technology in driving innovation, and predictions for brand-building through 2026.

Middle East Creative Investment Provides Benchmark for Asian Markets

The panel arrives as the Middle East accelerates government-backed investment in creative industries. Dubai's Creative Economy Strategy targets a 5% GDP contribution from creative industries, with the Dubai Design Sector Strategy 2033 funding programs including the inaugural d3 Awards, which offered an AED 100,000 (approximately US$27,000) prize with industry mentorship in 2025.

World Art Dubai 2025 drew 400 artists from 65 countries, reflecting the scale of international creative talent now concentrated in the UAE.

For context, creator-led campaigns in Southeast Asia are generating engagement rates 3.5 times higher than traditional media formats. A campaign by Cult Creative for Malaysia at World Expo Osaka 2025 produced 2.3 million organic views through cross-cultural storytelling focused on innovation and sustainability.

Both regions share a comparable demographic profile. Over 60% of the Middle East's population is under 30, a youth concentration that mirrors conditions across Southeast Asia and creates similar strategic demands for brands.

Lady Liberty Program Expands Women's Leadership Infrastructure

Beyond the panel, the Lady Liberty Leadership Program operates across three pillars: supporting emerging talent, mentoring mid-to-senior leaders, and creating re-entry pathways for women returning to work after maternity leave.

The program's expansion into Middle East programming reflects broader institutional recognition of the region as a growing center for creative and marketing leadership. The Dubai Design Week 2025 Abwab program also commissioned designers from West, South, and East Asia, creating direct connections between Middle East creative hubs and Asian talent pipelines.

The March 24 panel is accessible via the New York Festivals website and LinkedIn page.