In a session held in the UAE Pavilion at the World Economic Forum WEF 2024, Sir Martin Sorrell, a notable media and marketing figure, and David Haigh, Chairman and CEO of Brand Finance, engaged in an exclusive fireside chat discussing the urgent and critical issue of "Misinformation and Disinformation," an obstacle highlighted by the WEF as the most significant short-term risk.

The one-to-one fireside chat, focused on the global issue of misinformation. The conversation explored the soft power landscape, with a special emphasis on the Media Communications sector—an integral pillar in the Brand Finance Global Soft Power Index.

Sir Martin Sorrell and David Haigh addressed the main challenges facing traditional media, including the dynamic information landscape of today which presents unprecedented challenges for traditional media giants. Sorrell and Haigh unraveled the hurdles faced by the industry titans as they strive to maintain relevance and credibility.

During the discussing, participants highlighted the key role of the Digital and Social Media, where they discussed its risks, shedding light on the complexities of navigating the digital landscape in an era of rapid technological advancement. The world of digital and social media is ever-evolving, offering powerful communication tools that come with inherent risks. The fireside chat will explore these risks. They emphasised that the world of digital and social media is ever-evolving, offering powerful communication tools that come with inherent risks.

Also, the fireside chat highlighted the impact of misinformation and its profound effects on societies and global affairs, dissecting the implications of distorted information on public opinion, governance, and international relations.

Discussion has been wrapped up with a thoughtful exploration of actionable solutions, mitigating the risks posed by misinformation and disinformation. The collaboration between Sir Martin Sorrell and David Haigh underscores the importance of uniting industry leaders to address global challenges. The exclusive fireside provided valuable perspectives on the complexities of the media landscape and offered tangible solutions for a world grappling with misinformation.