Content Leadership & Innovation Award

This Award recognises an individual who has demonstrated leadership and innovation in the creation of great, content-led, international marketing strategy.  The winner of this Award will be a marketing director or head of media strategy for an international advertiser, who has built brand awareness and profitability by engaging audiences in branded content.  The judges will be looking for brand bravery and/or that extra spark of creativity and innovation that has stood out and grabbed the attention of the target audience, in a world full of media noise.  This category is not open for entry: we are inviting World Media Group members to make nominations before inviting our Jury to select the winner.


Khaled AlShehhi, Executive Director of Marketing and Communication, UAE Government Media Office

Our Co-Chairs, Hamish Goulding, Group Head of Brand Strategy at HSBC and Ritu Lakhanpal, Managing Partner at McCann Worldwide along with Belinda Barker, Chief Executive of The World Media Group agreed that AlShehhi had upended the rules of government communication by placing creativity at the essence of his leadership to deliver a level of impact and effectiveness not often seen in public institutions.

AlShehhi has been at the helm of many award-winning creative campaigns including the transformation of the Burj Khalifa into the world’s largest donation box, reaching 4.6 billion people and raising over 1.2 million meals for those most affected by Covid.

When the UAE Government launched the Middle East’s first mission to Mars, AlShehhi launched a range of ground-breaking initiatives, including ‘Double Moon’, a regional-first projection stunt, and a Martian stamp – a limited edition postage passport stamp made of Martian ink for visitors arriving in the UAE.  AlShehhi also broke the mould with an innovative piece of tourism content, ‘A winter through my eyes’, a short video that showed the beauty of UAE from the perspective of a blind person.

“The calibre of candidates for the 2022 Content Leadership & Innovation Award, who are nominated by World Media Group members, was exceptional this year. They each demonstrated innovation, creativity and brand bravery in their campaigns, so it was a very tough decision,” said Belinda Barker, Chief Executive, The World Media Group. “Khaled AlShehhi impressed our judges with the sheer breadth and depth of the campaigns he has delivered, as well as demonstrating creativity, boldness and pushing the boundaries of communications and marketing in what can often be a dry sector.” 

“The World Media Awards showcases the very best in content marketing, so I’m delighted to receive the award for Content Leadership & Innovation,” AlShehhi said. “My goal has been to change the way the UAE government communicates by producing original innovative and creative content that positively impacts the lives of people locally, regionally and globally, so it’s truly an honour for me – and of course my team – to see our work recognised by our peers.”

Roll of Honour


Kaat Vanderheyde, Managing Director for Brand & Customer Experience Design, FedEx

Kaat Vanderheyde, Managing Director, Brand & Customer Experience Design at FedEx Express in Europe began her 25 year career at FedEx in employee communications and later moved into marketing, brand and service development. Kaat took on her current role in 2017.

As a leader, Kaat’s focus is on creating committed teams that deliver outstanding results. Her expertise ranges from brand strategy development and strategic communications planning, to sponsorships and advertising, through to go-to-market strategy and customer experience design. With the wide-ranging experience she brings to a team, she helps drive powerful content that connects people and messages across Europe.

Kaat lives in the Belgian countryside with her husband and two sons.



Since being appointed as CMO at UBS, Johan has been bold in developing the UBS brand identity and strategy, appointing Annie Leibowitz to shoot the new brand campaign adverts in 2015. He’s supported UBS’s diversity initiative and commitment to having women in at least 30 per cent of their senior management roles. Lately, he has been looking at best practice in the digital advertising sector and working to ensure that UBS is leading the way in terms of guaranteed viewability metrics and accuracy in audience targeting.

Most recently Johan has been leading the #togetherband campaign, of which UBS is a co-founder.  Working with bottletop, the #togetherband initiative is designed to drive public interest and commitment in the UN Sustainable Development Goals, enabling UBS to focus attention on driving for a bigger public interest in making your finances fit your values. UBS reached more the 1 billion engagements just three quarters of a year into the campaign.


Christine von Hoerde, International Media Management, Audi AG

In her role as International Media Management for Audi AG, Christine von Hoerde pioneered new approaches to Audi’s advertising strategy, identifying strategic content partnerships that helped to establish Audi as an authority in the Electronic Vehicle market. Christine was an invaluable partner on a number of successful campaigns that spanned a wide array of mediums, from an innovative set of branded podcases to an editorial content series with Monocle Magazine and a global project with National Geographic. Throughout, Christine has demonstrated thought-leadership and a bold imagination to help drive Audi’s new marketing campaigns to the next level.