Augustus Media – September Newsletter

September 23, 2025

 

This tribute brings together everything we stand for: media, thought leadership, content, and business growth. Stay connected with Augustus Media’s powerhouse brands: Lovin Dubai, Lovin Saudi, Smashi, and ODEUM. Dive into our latest content highlights, standout campaigns, and key commercial updates.

Hear from the CEO

10 Years of Augustus Media: Shaping the Future of Content in the Arab World

On September 1, 2015, we launched Lovin Dubai as a digital tabloid. Ten years later, Augustus Media has grown into a regional media company with two leading brands, Lovin and Smashi.

Lovin now operates in 22 cities, including Beirut, Baghdad, and Muscat, with 150,000 app downloads and daily podcasts in each city.
Smashi has become a trusted business channel and a home for live local sports streaming through Smashi TV. From day one, we have focused on digital text, audio, and video—the building blocks of new media.

That foundation has enabled us to adapt to changing algorithms, shifting platforms, and evolving consumer habits, while continuing to deliver content that resonates. With offices in Dubai, Abu Dhabi, Doha, Riyadh, and Cairo, and a 12,000 sq ft studio hub in Dubai Production City, we are proud to have played a role in shaping the modern media landscape in the Arab world.

Thank you for being part of the journey. The next chapter is just beginning as we lean into AI, streaming, and the creator economy to define what media will look like in the decade ahead.

Richard Fitzgerald
CEO & Founder

📱 All Things Content

Launched Send it to Lovin Dubai alongside the Lovin Awards hub, engaging audiences with 14K+ votes in just 10 days, while introducing a new AI-powered camera fleet to deliver 1,400+ live streams this season. Strengthened regional presence through Fanfix production, streamlined editorial operations for Lovin Saudi and Riyadh, and boosted impact with Egypt post-production and UAE campaigns. Lovin Cairo captivated audiences with 48M views, Lovin Alex grew by 20K followers, and Lovin Sahel reached 1M views. Expanding into sports, we launched Smashi Sports daily Arabic podcast, reaching 69K views, and introduced innovative AI-driven formats to keep audiences engaged.

Senior Content Director

👀 Tap Into Business Performance

Major wins across Nike (multi-city), ADIO, Aldar, Louvre AD, and others. Lovin AD crossed 151K IG followers. Secured bookings with Tide, Puma, Perwoll, STA, Roshn, Starzplay, and more. Delivered campaigns for Disney, Nike, Landmark, and SPLAT. First campaigns with Trampo, Baladna, Khadoom, and Alif, plus regional activations with Nike & Decathlon.


Kastro Beaini
Senior Commercial Director

🏆 Lovin’ Dubai Celebrates 10 Years with Community Awards 2025 

Lovin’ Dubai celebrated its 10th anniversary with the launch of the first-ever Lovin’ Dubai Community Awards 2025, uniting 400+ guests, 23,217 public votes, and 70 nominees for a night that honoured the people, brands, and initiatives shaping the city’s future. The awards spotlighted remarkable contributions: Lovin’ Spirit – Reema Mahajan, Community Champion – Muhammed Sajjad KP, Charitable Act – Dr. Shamsheer Vayalil, Rising Star – Tia (Team Angel Wolf), Pillar of Culture – Al Ramsa Institute (Hanan AlFardan), Business Visionary – Yousuf Bhai, Feed Favourite – Glory Joseph, Made in Dubai – Huda Beauty, Talk of the Town – Haya’s Kitchen, and GOAT – Manal Rostom. A special moment came with the Lovin’ Legacy Award, honouring Anas Bukhash, whose impact continues to inspire generations. The night was further elevated by an esteemed lineup of presenters, including Sally Edwards, Ally Salama, Hani AlMalki, Rachel Conlan, Amina Taher, Shubham Poddar, Fadi El Khatib, Anis Sajan, Stacey McMurtie, and Hady Hajjar, making it truly 10 Years of Stories. One Night of Celebration.
🔗 Read more

📝 Latest Augustus Update

Lovin Dubai Celebrates 10 Years
Lovin Dubai marks a decade of growth, creativity, and community. Since day one, it has been about telling the stories of the city, capturing its energy, and creating a space where people feel connected. Over the years, Lovin Dubai has grown from a brand into a community that represents the heart of the city and the spirit that drives us across more markets. Ten years is a celebration of how far we’ve come — and a reminder that the same ambition and hustle will shape the next decade and beyond.

ODEUM and Superordinary Partnership
ODEUM and Superordinary have launched a strategic content partnership in Riyadh, creating original youth-focused formats for MENA audiences. From platform-native storytelling to creator-led initiatives, the collaboration is designed to empower regional talent and deliver fresh, next-gen digital content. This is the future of media in the region, and it starts now.

👋 Welcoming New Team Members

  • Youssef El-Zahed – Financial Planning and Analysis Director, Egypt

  • Rakan Felemban – Senior Content Director, KSA

  • Kaiynaat Bakali – Commercial Executive, Qatar

  • Parth Joshi – Production Executive, UAE

🤝 Media Partnerships


Lovin Cairo & Lovin Alex Exclusive at Halim & Marwan Comedy Show
Lovin Cairo and Lovin Alex partnered exclusively for the Halim & Marwan comedy show, bringing audiences a night of laughs and unforgettable entertainment. The duo delivered sharp humor and endless energy, making it a comedy experience to remember.

Lovin Dubai Official Partner With Disney On Ice
Lovin Dubai partnered as the official media partner for Disney On Ice, bringing the magic back to Dubai for an unforgettable experience. The spectacular show takes over Coca-Cola Arena from September 18–28, giving audiences 10 days only to catch the magic live before it’s gone.

Lovin Abu Dhabi Official Partner With PAWsome Giveaway
Lovin Abu Dhabi partnered as the official media partner for PAW Patrol Live! The Great Pirate Adventure at Etihad Arena, happening August 29–31, 2025. This brand-new show is coming to the UAE for the very first time, promising families an unforgettable experience.