Today’s Middle East is an incredibly rich and diverse place. From the glitzy towers of Dubai to the buzzing streets of Cairo, it’s a land of inherent contradictions – where censorship of the internet exists alongside the highest social media usage in the world, religious clerics have larger Twitter followings than Hollywood celebrities, livestock are sold on Instagram, and social media has completely transformed the relationships between people, governments and brands. This talk will provide an in-depth view into life as a modern Arab, and how regional and global brands are succeeding or failing to connect with the Arab Digital Generation.