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The Edge Of Influence

The Alliance of Independent Agencies Middle East & North Seventy Five

The Edge of Influence is a podcast from the Alliance of Independent Agencies (MENA) and North Seventy Five, bringing together different voices and perspectives to surface the real challenges and opportunities facing the region's agency industry and to advocate for positive change and real dialogue.

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  • 7 episodes
  • Updated July 27

Episodes7

Newest first
  • July 27 · 34 min

    What CMO's Want - Building the Right Agency Ecosystem

    This week on The Edge Of Influence, host Iman Issa - Co-Founder and Managing Partner of North Seventy Five, is joined by Alasdair Hall Jones - GCC Director, The Marketing Society and Firas Wahbeh - Chief Brand and Strategy Officer, BEEAH Group, to unpack how the CMO role has shifted from managing marketing output to helping shape business strategy. They dig into why the rise of specialist agencies (retail media, influencer, AI) is fragmenting the marketing ecosystem even as holding companies consolidate, and make the case for treating agencies as an extension of the internal team rather than a vendor relationship. The conversation also covers a candid discussion about AI and the idea that rather than replacing creative talent, instead it should free up agencies to do work that wasn't possible before. Production Credits: Presented by: Iman Issa Editor: Ian Carless Executive Producers: Iman Issa & Ian Carless Produced by: North Seventy Five & Poddworx Dubai

  • July 20 · 31 min

    Request For Partnership: Rethinking the RFP Process

    In this episode of The Edge of Influence, host Iman Issa, Co-Founder and Managing Partner of North Seventy Five is joined by is joined by Fiona Menzies, Head of Marketing, HH and Nick Walsh, Founder & CEO, Migrate and Founding Regional Partner, Alliance of Independent Agencies Middle East, and together they make the case for "request for partnership" over the traditional agency RFP. Fiona shares how she filters agency selection from the client side, from chemistry meetings and tissue sessions, to why she wants agencies bringing her proactive ideas rather than chasing the next new logo. And Nick explains why a transactional pitch process fails both sides, and flags the "September RFP" as a red flag worth watching for. Plus practical takeaways for both sides of the table on writing better briefs and building real, long-term partnerships. Production Credits: Presented by: Iman Issa Editor: Ian Carless Executive Producers: Iman Issa & Ian Carless Produced by: North Seventy Five & Poddworx Dubai

  • July 13 · 27 min

    Creating an Agency Blueprint & Future of Social

    In this episode of The Edge of Influence, host Iman Issa, Co-Founder and Managing Partner of North Seventy Five is joined by Mike Khouri, CEO of tactical, to talk about the future of social and Tactical's newly launched report, Build Your World. Mike explains why he stripped the agency back from 17 services to three, and how a deep dive into Hollywood's creative systems led to a new methodology built around "effective entertainment" - the idea that social platforms aren't really social at all, but interest-led entertainment engines. The conversation covers world-building over trend-chasing, why brands should focus on retention rather than fleeting attention, how cultural lanes and recurring characters build brands over time, and what it actually takes for an independent to define its own DNA. Production Credits: Presented by: Iman Issa Editor: Ian Carless Executive Producers: Iman Issa & Ian Carless Produced by: North Seventy Five & Poddworx Dubai

  • July 6 · 28 min

    Women, Power & Ownership

    In this episode of The Edge of Influence, host Iman Issa, Co-Founder and Managing Partner of North Seventy Five is joined by Elisabeth Anne, Regional Managing Director of Imagination and Sally Henderson, Founder, High-stakes leadership mentor & Author of "The How of High Performance", for an honest conversation about women and leadership. Together they explore how the regional conversation has shifted from representation to genuine influence, who controls budgets, shapes strategy, and wins the major mandates. They also discuss the art of saying no without guilt, knowing your role, setting consistent boundaries and separating being liked from being respected. They also dig into the double standards women still navigate, why trust, not popularity, is the foundation of leadership, and the underrated role of recovery and energy in high performance. It's a warm, candid episode with an emphatic call to action for women to be authentic and find moments to laugh, but also be brave, set boundaries fearlessly and put yourself first. Production Credits: Presented by: Iman Issa Editor: Ian Carless Executive Producers: Iman Issa & Ian Carless Produced by: North Seventy Five & Poddworx Dubai

  • June 29 · 25 min

    AI & the Independent Playbook

    In this episode of The Edge of Influence, host Iman Issa, Co-Founder & Managing Partner of North Seventy-Five, is joined by Richard Bonner-Davis, Co-Founder & CEO Gabriel Worldwid and Arne Mosselman, Founder, CEO & Gen AI Strategist @ Ainigma, an AI transformation consultancy in Amsterdam. Together they unpack what AI really means for agencies, talent and leaders, and make the case for moving past a fear-based, cost-cutting mindset, toward AI as an investment in the future building it into your people and processes rather than treating it as a side tool. The conversation covers two questions every leader should ask - what will no longer be valuable, and what impossible things can we now? They also discuss how AI shifts an agency's value toward judgement and advice, the rise of new roles and skill sets, and the practical case for a dedicated AI line item and "playground" budget. They close on why human creativity, the tension behind ideas like "reassuringly expensive", remains something AI can't replicate. Production Credits: Presented by: Iman Issa Editor: Ian Carless Executive Producers: Iman Issa & Ian Carless Produced by: North Seventy Five & Poddworx Dubai

  • June 22 · 32 min

    From Fragmented to Formed: Building the Independent Alliance

    The Edge of Influence is a new podcast from the Alliance of Independent Agencies (MENA) and North Seventy Five, bringing together different voices and perspectives to surface the real challenges and opportunities facing the region's agency industry and to advocate for positive change and real dialogue. In this first episode, host Iman Issa, Co-Founder & Managing Partner of North Seventy Five, is joined by Clive Michon, Founder Director at Alliance of Independent Agencies and Nick Walsh, CEO Migrate & Founding Regional Partner, Alliance of Independent Agencies Middle East, to explore the rise of independent agencies and "the missing middle.” Together they discuss why independents are gaining ground, how collaborative agency ecosystems are winning integrated pitches, what network mergers mean for talent, and the case for industry standards. A conversation about giving independents visibility, a voice, and collective momentum so talent, clients and agencies can all thrive. Production Credits: Presented by: Iman Issa Editor: Ian Carless Executive Producers: Iman Issa & Ian Carless Produced by: North Seventy Five & Poddworx Dubai

  • June 22 · 34 min

    Client Relationships, Trust & How Work Really Gets Done in MENA

    In this week's episode of The Edge of Influence, host Iman Issa, Co-Founder & Managing Partner of North Seventy Five, is joined by Roy Aftimos, CEO of C2 Communications, and David Fox, Senior Advisor and former CEO of Ogilvy in the region, to explore how work really gets done in MENA - through trust, deep client relationships and great craft. The conversation moves from navigating procurement and aligning on shared objectives, to shifting the conversation from "hours and deliverables" to genuine value, to what builds rich, lasting client partnerships. David and Roy also make a passionate case for agencies to own their distinct point of view, rediscover the art of selling big ideas, and above all, be proud enough to put their work out there. Production Credits: Presented by: Iman Issa Editor: Ian Carless Executive Producers: Iman Issa & Ian Carless Produced by: North Seventy Five & Poddworx Dubai