According to the group, this honour is awarded to the individual recognised by peers for talent in creating exemplary content-driven campaigns that demonstrate brand bravery, creativity and innovation.

AlShehhi will receive his award at 2022's WMA celebration in September. 

Co-chairs Hamish Goulding, the group head of brand strategy at HSBC, and Ritu Lakhanpal, the managing partner at McCann Worldwide — along with Belinda Barker, the chief executive of The World Media Group — say that AlShehhi had upended the rules of government communication. He did so by placing creativity at the essence of his leadership to deliver a level of impact and effectiveness not often seen in public institutions.

AlShehhi says that he 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-19.

However, campaign effectiveness is just one part of this story; AlShehhi adds that he has transformed the way government entities approach communications by making creative excellence the essence of its function. It's clear the UAE media office behaves like a brand, not an institution, according to the group.

"The calibre of candidates for the 2022 Content Leadership & Innovation Award, who are nominated by the World Media Group's members, was exceptional this year. They each demonstrated innovation, creativity and brand bravery in their campaigns, so it was a tough decision," says Belinda Barker, chief executive of The World Media Group.

Barker adds, "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," says AlShehhi.

The UAE adds that it believes the impossible is possible and has spent the past 50 years imagining, designing and executing a new vision for the country that is unlike anywhere else. But it takes more than policy and vision to change society.

"My goal has been to transform 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," concludes AlShehhi.

AlShehhi will receive his award during an exclusive live ceremony at the Ham Yard Hotel in London, on Thursday, 8 September where the final category winners will also be announced.

The winner of 2022's Grand Prix Award will also be announced on the night, joining previous Grand Prix winners as 'best of the best' is the following:
  • London & Partners
  • Malaria No More UK
  • Shell
  • Sonos, and
  • Tata Motors.
For more information, visit You can also follow the World Media Group on Twitter.