# Brand Building in a Performance-Obsessed World

- Event: Techne Summit Cairo 2026
- When: Saturday, 26 September 2026, 7:15 pm – 8:00 pm (Cairo time, GMT+3)
- Where: Ghurnata - Terrace Stage, Ghurnata, Cairo
- Track: Creative Economy & Heritage
- Page: https://techne-summit-concept.pages.dev/agenda/brand-building-in-a-performance-obsessed-world
- Calendar: https://techne-summit-concept.pages.dev/agenda/brand-building-in-a-performance-obsessed-world.ics

As marketing budgets face greater scrutiny, there is a growing tension across MENA between brand-building investment and short-term performance marketing. This panel features CMOs who have navigated this tension successfully, arguing for the long-term value of brand equity while delivering the short-term numbers their organizations demand. A session for marketing leaders fighting to protect brand investment in a results-driven culture.

## Speakers

- [Medhat Yassin](https://techne-summit-concept.pages.dev/speakers/medhat-yassin.md), Vice Chairman, Mori International (Moderator)
- [Abdel-Azim Osman](https://techne-summit-concept.pages.dev/speakers/abdel-azim-osman.md), Co-founder, Nawy
- Hesham Hamed, Marketing Director, Rich Bake
- [Nelly Mahmoud](https://techne-summit-concept.pages.dev/speakers/nelly-mahmoud.md), Chief Officer, Marketing, Youth Segment Services & Financial Inclusion, EGBANK
- [Shereen Aggour](https://techne-summit-concept.pages.dev/speakers/shereen-aggour.md), Fractional CMO - Brand & Customer Experience Growth Advisor, eBound