Augustus Monthly Newsletter

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

Lovin’ Dubai at 10: Reflecting the Past, Shaping What’s Next

10 Years of Lovin’ Dubai
Media brands, at their best, become part of the cultural fabric. They mark moments in time, capture the mood of a generation, and reflect the world around them. Some remain frozen in that moment. Others evolve with the times. Over the past decade, Lovin Dubai has grown from a city-based digital upstart into a platform that has helped shape and document the modern voice of Dubai; one that’s fast, social, diverse and deeply connected to its people.

Now live in 22 cities across the region, Lovin’ has transformed from a place to send viral videos into a daily presence in people’s lives, informing, entertaining, and sharing stories that matter.

“Send it to Lovin Dubai” became more than a catchphrase; it became a new kind of local newswire, built not just for the people, but with them. And as media behaviours shift from social to stream, swipe to scroll, Augustus Media remains committed to being the modern media company of choice in the Middle East, focused on telling inspiring stories across our platforms.

But this isn’t just about us. Cities like Dubai are still writing their story. There’s an energy to this place, a sense that the biggest moments haven’t happened yet. Media brands aren’t just observers; they’re participants in the zeitgeist. They hold a mirror up to culture and at their best, help shape it. As the region continues to change, so will the way we connect with it. Through headlines, highlights, and human stories, we’ll be there to capture what’s next.

Richard Fitzgerald
CEO & Founder

📱 All Things Content

From viral content to regional campaigns, July was packed with standout moments across the Lovin network.

“Lovin Life with Sania Mirza” racked up over 390K views on YouTube, while The Lovin Dubai Show spotlighted an AI robot chef and a popular TikTok creator.

FAST TV production assets are now finalized and ready to launch. In content series, “Lovin Story Battles” crowned Dubai’s Best Burger, and the summer-themed edition “Favourite Summer Hit” 55K views across five stories featuring stars like Amr Diab and Mohamed Ramadan. Lovin Abu Dhabi launched a new chef series to strong audience feedback, while also hitting a notable 170% content censorship rate.

On the commercial front, the DSS x Samsung Giveaway campaign rolled out across Dubai and Doha, and the 7UP logo campaign spanned Dubai, Riyadh, Saudi Arabia and Kuwait, including full takeovers on Lovin Riyadh and Lovin Saudi. Lovin Sahel activated its first three takeovers (ADIB, Barten, Casa Lila), and across the network, writers began using AI to convert Instagram carousels into articles.

Meanwhile, “Send it to Lovin” user-generated content officially launched, and Lovin Dubai surpassed 11 million likes on TikTok, cementing its position as a leading voice in digital storytelling.

Saima Iqbal
Senior Content Director

👀 Tap Into Business Performance

Lovin UAE rolled out high-impact campaigns with DP World, Huda Beauty x Saint Levant, Danube Sports World, Tabby, and Harry Potter, while Smashi partnered with Yango Play, Binance, Zoho, and Yango Ads. Binance alone ran across 21 pages—19 Lovin and 2 Smashi—alongside major campaigns for 7UP.

We closed key deals with the Saudi Tourism Authority, PFL MENA, Vatika, and Core Gym, and re-engaged clients, including KKF, Misk Foundation, and the Film Commission.

Ten RFPs were submitted, including to Dubai Holding, DIEZA, and KKF, with DIEZA shortlisting us for DCC Media Publication. We launched Odeum’s Arabic website, media kit, and press release, confirmed a new partnership with ODGITEX and achieved 270% of the LCAI commercial target.

Additional proposals are in progress for EtihadWE, MOCCAE, and RTA’s 20th Anniversary. As we gear up for a strong August, we’ve established new ties with Leadgen, Havas, Smart Code, and Initiative, and activated a strong back-to-school pipeline while finalizing a retainer proposal with GCO.

Kastro Beaini
Senior Commercial Director