Augustus Media Newsletter: November Overview 🚀

NOTE FROM THE CEO

Looking Back at October: Capturing the Cultural Zeitgeist

Media brands succeed today not merely by reporting on culture, but by actively capturing the cultural zeitgeist and bringing communities together in real time.‎ In the modern landscape, premium digital media and creators go hand in hand, combining editorial authority, creator agility, and community-first storytelling to create moments that genuinely resonate.

That synergy was on full display this past month at the Lovin Dubai Awards 2026.‎ With over 600 attendees and government media leaders praising the standard as "Oscars-level" production, the night proved what happens when high-tier digital media, creators, and ambitious brand partners collaborate seamlessly.

Across creative content, production, and commercial execution, our teams raised the benchmark for what modern media brands can deliver, translating online cultural influence (with almost 68,000 votes across 5 cities) into unforgettable real-world impact.‎ We are excited to carry this momentum into November and continue co-creating impactful moments with our partners.

Richard Fitzgerald

CEO & Founder

CONTENT

Growth Across the Network

October brought strong momentum across content, community, and sport, with the Lovin Awards 2026 concluding across five cities.‎ Featuring 250 nominees and attracting more than 67,900 votes, the awards celebrated the people and places shaping our communities.

In the UAE, Lovin Dubai generated 110M+ Instagram views and 35M Facebook views, while Smashi Business passed 250,000 Instagram followers.‎ Across the wider network, the team delivered more than 70 commercial shoots, collaborating with brands including Samsung, L’Oréal, and Dubai Chambers.

In Saudi Arabia, the Lovin network reached close to 100 million people in October, with Lovin Saudi and Lovin Riyadh both recording their biggest Instagram weeks to date and Lovin Jeddah tripling its reach over the month.‎ Lovin was part of the Creative Summit in Riyadh, bringing all three days of the event to audiences across Lovin Saudi, Lovin Riyadh, Lovin Jeddah and Smashi Business, and the Lovin Saudi daily live show returned to screens across Instagram, TikTok and YouTube.‎ The month also saw collaborations with brands including Aleph, Visit Qatar, Meta, Starbucks and McDonald’s, and the announcement of the Lovin Riyadh Awards 2026 winners.

On the Smashi Sports side, subscriptions more than doubled to 2,600, alongside the platform’s strongest monthly revenue performance of the year.‎ More than 90 UAE FA Division 2 and 3 matches were streamed, while coverage expanded to Bahrain basketball and football and the Shabab Al Ahli Tournament.

The Smashi viewing experience also evolved, with an updated website introducing AI-powered statistics, live chat, and reactions, alongside a new iOS app bringing audiences closer to the action.

Meanwhile, Odeum Studios secured a three-year podcast and production partnership with Dubai CommerCity, alongside an annual social media engagement.‎ Its latest Learning Lab cohort achieved a Net Promoter Score of 83, with further sessions planned in Riyadh and Dubai.

Overall, October reflected growing audience engagement, an expanding sports offering, and new opportunities to connect brands and communities through content.

Rakan Felemban

Head of Content

COMMERCIAL

One Region, Different Market Realities

October highlighted how differently advertising activity is moving across the region.‎ In the UAE, we saw encouraging activity across real estate, retail, banking and entertainment, while Saudi Arabia experienced slower client decisions and campaign approvals.‎ Elsewhere, Egypt delivered strong year-on-year growth, and Qatar continued to attract brand partnerships around tourism, Formula 1 and major sporting events.‎ The wider takeaway is that brands are becoming more selective about where they invest.‎ With marketing budgets under pressure, regional strategies increasingly need to account for different market conditions, consumer priorities and commercial opportunities rather than treating the GCC and wider MENA as one market.‎ At Augustus Media, October reflected this mix of opportunities.‎ The Lovin Dubai Awards 2026, presented by Emirates NBD, brought together MG Motors, Masafi, The View and Cadbury as sponsors.‎ We also expanded our sports and entertainment partnerships, while Oman progressed new opportunities in aviation and banking.‎ As we approach the end of 2026, one thing is clear: a regional strategy doesn't mean running the same campaign everywhere.‎ It means understanding where the opportunities are, adapting to each market and making every investment count.‎

Kastro Beaini

Senior Commercial Director

NEWS

Bringing Lovin’ El Gouna to Life with Orascom

Lovin’ Red Sea introduced a dedicated Lovin’ El Gouna rebrand in partnership with Orascom Development Egypt, bringing the people, places, experiences and stories shaping El Gouna closer to audiences across the region.

The initiative built on Lovin’ Red Sea’s coverage of Egypt’s Red Sea coast, giving El Gouna a dedicated editorial presence that highlighted everything happening across the town, from lifestyle experiences and community initiatives to cultural happenings, seasonal activations and major events, including the Gouna Film Festival.

The rebrand gave El Gouna a dedicated editorial presence throughout the season, highlighting the town’s diverse calendar of activities, from lifestyle experiences and community initiatives to cultural happenings, seasonal activations and major events.‎ Building on Lovin’ Red Sea’s local storytelling approach, the initiative captured the people, businesses and experiences shaping life in El Gouna, bringing the destination’s energy and character closer to audiences across the region.

NEWS

The Lovin’ Dubai Awards 2026 Celebrates the City’s Community Spirit

Presented by Emirates NBD, the second edition of The Lovin’ Dubai Awards brought together the city’s biggest personalities, entrepreneurs, creators and community heroes for an evening celebrating the people who make Dubai special.

Held on 26 October at V Hotel Dubai, the event recognized individuals, businesses and changemakers making a meaningful impact across ten community-voted categories.‎ The evening featured a star-studded guest list, special performances and inspiring stories, highlighting the diversity, talent and community spirit that define Dubai.

Supported by partners including MG Motor, Masafi, Cadbury, The View at The Palm, V Hotel Dubai and Solas, the celebration reinforced Lovin’s commitment to community-driven storytelling and recognizing the people shaping the city.

TEAM UPDATES

Welcoming New Team Members 👋

Amna Ahmed Senior Content Manager 📍Pakistan Pratik Bisht Senior Commercial Manager 📍Northern Emirates Dina Khaled Customer Support Executive 📍Egypt Farida Waleed Client Service Executive 📍Egypt zz Eldien Mostafa Video Editor Executive 📍Egypt Ahmed Seif Eldin Content Manager 📍Egypt Youssef Farouk Broadcast Technician - Senior Executive 📍Egypt

YouTube video by Lovin Dubai | لوڤن دبي

Tennis Star Sania Mirza’s Stunning Dubai Home!