DUBAI — Emirates SVP Boutros Boutros, one of the region's highest-profile marketing figures, has joined the lineup for the PRovoke MENA Summit, which is returning to Dubai on 5 February 2020.

Boutros, who oversees marketing, communications and brand across the Emirates Group, will help examine an area of specific importance to Middle East communicators — namely how domestic heavyweights become genuine global brands, and the challenges and opportunities this poses for the region's public relations industry.

The keynote panel discussion will lead the conference off and also features:
- Omar Zaafrani, SVP of group communications at ADNOC
- Umayma Abubakar, director of internal corporate relations at Mubadala
- Huda Buhumaid, chief marketing officer at Dubai Holding
and will be moderated by Asda'a BCW Middle East president, Sunil John.

Boutros has spent almost 30 years with Emirates, helping to develop the company into the world's most valuable airline brand. 

The third edition of the MENA conference follows the resounding success of the first two years, which have discussed such critical issues as climate change, CEO activism, PR as a policy function and the region's creative evolution. 

Another confirmed session at the event will explore the disconnect between the region's youth and big brands. 

The conference will take place at the W Dubai, ahead of the PRCA MENA Awards at the same venue that evening. PRCA MENA and ICCO members are eligible for special discounts via their member bodies.

The third PRovoke MENA is being backed by numerous partners and sponsors, including Asda'a BCW, H+K Strategies, Memac Ogilvy, Weber Shandwick and FleishmanHillard. It is also supported by PRCA MENA, ICCO, MEPRA and the IABC.

Tickets for the conference can be booked here at a special earlybird rate of US$125 until 18 January.