In a time of rising media costs and tighter marketing budgets, the traditional approach to
advertising is no longer enough. This intensive three-hour masterclass with Amr El Tobgi introduces
a practical framework for creating stronger reach, relevance, and engagement without simply
increasing spend. Participants will explore how to unlock the value of the assets, audiences, and
partnerships they already have, then apply the framework to real campaign scenarios.
Masterclass Structure
- The Agency–Client Friction: The High-Cost Marketing Trap
Why traditional paid acquisition is breaking down for both sides. Clients face capped budgets and
rising CAC, while agencies struggle to deliver breakthrough ROI using standard media plays. This
section frames the shared dilemma and introduces the paradigm shift: moving from adding cash
spend to building operational strategic leverage. - The Five-Pillar Operating Framework
Participants are introduced to the five pillars behind the capital-lean methodology:
Asset Optimisation : Turning existing physical, digital, and operational touchpoints into zero-cost
distribution channels.
Strategic Value Alliances : Building non-cash collaborations and split-pay media models with
partners who share the same audience.
Community Activation : Designing operational triggers that turn passive consumers into active
brand advocates.
Earned Leverage & PR : Creating novel, newsworthy ideas that earn media attention rather than
buy it.
Resource Realignment : Running rapid micro-feedback loops to redirect underperforming budgets
toward high-impact activity. - The 7-Part Tactical Media Taxonomy
Mapping traditional PESO alongside financial new leverage tiers to give agencies actionable service
packages and clients cost-efficient execution options. - Applied Case Scenarios & Execution
Working through real-world scenarios across corporate and public sector contexts to apply the
model directly to live campaign briefs.
Target audience
Marketers, advertisers, brand managers, social media teams, agency professionals, entrepreneurs, and business owners seeking more effective ways to create impact with limited advertising and
production budgets.
Level: Intermediate, ideal for participants with some experience in marketing, advertising,
communications, or brand building.
Duration: 3 Hours
Fees: 1,800 SAR
*Please note that all our masterclasses are registration based and on a first come first serve basis.
