The document discusses cultural diversity in Africa and the role of brands. It notes that Africa has great cultural diversity both between and within countries. It is difficult to generalize about the "African consumer" without risking uniformization. The document questions whether local and international brands can help preserve cultural identities while also building trust. It emphasizes that Africa faces socioeconomic challenges like informal economies but should remain optimistic. New technologies and innovations can help transform the future of Africa. Cultures, innovation, mobility, and creativity will be key themes.

3. Africa as the cradle of humankind constituting a mosaic of
peoples and communities, is culturally diversified even within
states. It is difficult to talk about the African consumer using the
singular form without fearing the consumer society as a synonym
of uniformization.
Are local and international brands playing a role in preserving
cultural identities and building a trust relationship?
Considering the socio-economic challenges such as the informal economy, we should be afro-optimistic
and keep on taking technological, digital and human leaps that will transform Africa!
Cultures, innovation, mobility and creativity are the watchwords of this edition!
L’Afrique, berceau de l’humanité constituant désormais
une mosaïque de peuples et de communautés, offre une
diversité culturelle à l’échelle continentale et étatique.
Difficile de parler de consommation comme un synonyme d’uniformisation.
Les marques locales et internationales n’ont-elles pas un rôle à jouer pour préserver ces identités cultu-
relles et instaurer une relation de confiance ?
Compte tenu des défis sociaux-économiques tels que l’économie informelle, soyons afro-optimistes afin
de continuer les sauts technologiques, numériques et humains qui transformeront l’Afrique de demain !
Cultures, innovation, mobilité et créativité seront les maîtres-mots de cette édition !
BUILD
THE FUTURE,
CONNECT
CULTURES!
CONSTRUISONS
LE FUTUR,
CONNECTONS
LES CULTURES !
FESTIVAL PROGRAMME

4. We d n e s d a y , M a y 1 0 t h
T h u r s d a y , M a y 1 1 t h
Pre-opening dinner
Oliveraie-Pullman
Moderator
Nabil Hamdaoui
Event Planner & Office Manager
Emerging Business Factory
10AM /
8PM /
12.30PM /
OPENING SPEECH
Maria AÏt M’hamed
President, UACC Morocco & Co-Organiser of the African Cristal Festival
PANEL: Brands & cultural diversity: threat or reality?
Moderator: GaËl Clouzard, Editor in Chief, INfluencia
Udeme Ufot, Group Managing Director, SO&U Nigeria
Souleymane Khol, VP Sales Marketing Distribution
& Revenue Management, Accor Africa & Indian Ocean
KEYNOTE: Portrait of the African consumers
Florence De Bigault, Director, Ipsos AFRICAP
PANEL: Does media reinforce or destroy cultural identities?
Moderator: Maha Awad, Senior PR Consultant for Africa, 35°Nord
Abdelmalek Alaoui, CEO, Guepard Morocco
Bassel Mneimneh, CEO Africa, WB MEDIA
Yassir Marrakchi, Managing Director, Régie 3
KEYNOTE : Discover his book: «Digital in Africa»
Jean-Michel Huet, Partner, BearingPoint
THEME OF THE DAY/AFRICAN CULTURES, IDENTITY, BRANDS & CREATIVITY
MORNING FOCUS/STATE OF THE SOCIETY
12:30 - 2:30PM - Networking Lunch - Oliveraie-Pullman
PROGRAMME/DAY 1

5. T h u r s d a y , M a y 1 1 t h
2.30PM /
5PM /
KEYNOTE: How connectivity is changing the world of African consumers?
Valéry Martin, Group Account Director, Millward Brown / Kantar, Ivory Coast
KEYNOTE: How does Mobile transform society in Africa?
Ahmed Lasheen, Director of Strategy & Corporate Excellence, Etisalat Egypt
KEYNOTE: Brand content at the heart of African mobiles
Kahi Lumumba, President, Totem Experience
KEYNOTE: Video, Data & creativity: the qualitative leap
Jerome Mouthon, Founder & Chairman, BUZZEFF MEA
KEYNOTE: Let’s imagine the future of Africa with start-ups
Christian Kamayou, Founder, My African Startup
KEYNOTE: My African Startup
Francis Yapobi, Founder, Airshop, Ivory Coast
THEME OF THE DAY/AFRICAN CULTURES, IDENTITY, BRANDS & CREATIVITY
AFTERNOON FOCUS/THE MOBILE ERA
PROGRAMME/DAY 1

6. 5.30PM
7PM
9PM
PROGRAMME/DAY 1
MENA CRISTAL AWARDS CEREMONY
Introduction Speech - Arab Culture
Roy Haddad, Director MENA, WPP / Chairman, JWT MEA
President of the Creative Jury
Danny Searle, CCO & Vice Chairman, BBDO Asia / Chairman, BBDO Singapore
President of the Arab Culture Jury
Nagla Samir, Associate Professor for the Department of the Arts, The American University in Cairo
Cocktail Reception
sponsored by
Dinner
sponsored by

7. Roy HADDAD
Director Middle East North Africa, WPP
Chairman, JWT Middle East Africa
“If you cannot smile, don’t open a shop” (a Chinese proverb) is the way he views the client/agency inter-
face. This solution-driven attitude has been instrumental in developing some of the longest-lasting rela-
tionships in the industry. Roy lived in Paris, New York, London and is currently based in Beirut. He started
his advertising career in 1977, prior to setting up his own business in London in 1984. In 1987, his Agency
signed an association agreement with J. Walter Thompson. Subsequently, J. Walter Thompson acquired
majority equity. Throughout his career, he worked on a wide variety of accounts contributing to their suc-
cess in the Middle East. Recently appointed Director, WPP for Middle East and North Africa, Mr. Haddad
remains Chairman of J. Walter Thompson Middle East and Africa. He is also the Chairman of a foundation
“Incognito” that supports young Arab artists (writers and musicians) to help them be published. He is
married, has 3 sons and loves jazz.
Roy Haddad will receive an Outstanding Merit Award during the MENA Cristal Awards Ceremony,
for his successful achievement in the advertising industry, especially in the Middle Eastern
& African regions.
OUTSTANDING MERIT AWARD

8. Fr i d a y , M a y 1 2 t h
10.30AM /
12.30PM /
KEYNOTE: Let’s be Afro-optimistic!
Lionel Zinsou, President, PAI Partners
Former Prime Minister of Benin
KEYNOTE: Media audiences: future mesurements
for a dynamic advertising market
Arnaud Annebicque, Regional Business Director,
Médiamétrie Africa & Europe
PANEL: Online/Offline = digitalization & media in Africa
Moderator: Xavier Dordor, Managing Director, CB NEWS
Ilham Boumehdi, Deputy Managing Director, Hit Radio Morocco
Riad Ait Aoudia, CEO, MediAlgeriA
Mohamed Laraki, Owner & CEO, Geomedia
PANEL: Mobility and media coverage: how to end the isolation?
Moderator: René Saal, Founder, AdweKnow
Philippe Perdrix, Managing Director, 35°Nord
Pauline De Cardes, International Sales & Marketing
Managing Director, France Télévisions
Hicham Mekouar, Development and strategy Director, Le Matin
THEME OF THE DAY/AFRO-OPTIMISM: BRANDS & GROWTH
MORNING FOCUS/PERSPECTIVES: BUILDING THE AFRICA OF TOMORROW
12:30 - 14:30PM - Networking Lunch - Oliveraie-Pullman
sponsored by
PROGRAMME/DAY 2
SHORTLISTS SCREENING
Digital - Mobile – Promo & Direct – Outdoor – Radio – Film – Integrated – Media – Press
9AM /
Moderator
Nabil Hamdaoui
Event Planner & Office Manager
Emerging Business Factory

9. Fr i d a y , M a y 1 2 t h
2.30PM /
5PM /
KEYNOTE: Take up the logistics challenges for the African e-commerce
Rania Belkahia, CEO, Afrimarket
PANEL: Brands, gender issues & women freedom
Moderator: Isabelle Musnik, Founder & Editor in Chief, INfluencia
Edith Brou, Digital Manager, People Input / Co-Founder, Ayana Webzine,
Influencer / Vice President, ABCI & Founding Member, AKENDEWA Ivory Coast
Josiane Faubert, Founder, PICHA-Stock Photos of Africa Gabon / USA
Florence De Bigault, Director, Ipsos AFRICAP
KEYNOTE: Creativity beyond advertising
Jon Williams, Chief Creative Officer, Grey Europe UK
KEYNOTE: Digital revolution = factors in the emergence of Africa
Gilles Babinet, Digital Champion, European Commission
KEYNOTE: Adertising at the speed of culture
Yash Deb, Managing Director, Isobar Kenya
KEYNOTE: African brands, globalisation and good practices
Bertrand Tiotsop, CEO & Founder, Publicity and Design Cameroon
KEYNOTE: « Yes, We African »
Dr Elie Nkamgueu, President, Club Efficience
THEME OF THE DAY/AFRO-OPTIMISM: BRANDS & GROWTH
AFTERNOON FOCUS/TRANSFORMATION IN THE AFRICAN SOCIETY
PROGRAMME/DAY 2

10. PROGRAMME/DAY 2
7PM
8.30PM
10PM
Cocktail Reception
sponsored by
GALA DINNER & AFRICAN CRISTAL
AWARDS CEREMONY
OUTSTANDING MERIT AWARD
Roy Haddad, Director MENA, WPP & Chairman, JWT MEA
POOL PARTY
sponsored by