CARMA and Emirates Literature Foundation Announce Partnership

Agreement to support the Foundation’s programs and UAE national culture of reading

CARMA is delighted to be the Official Media Intelligence Partner of the Emirates Literature Foundation, home of the Emirates Airline Festival of Literature, one of the top literary Festivals in the world and the Middle East’s biggest celebration of books and stories.

This partnership is a commitment by CARMA to join the Emirates Literature Foundation (ELF) in promoting a reading culture in the UAE, in support of the National Law of Reading. As part of the collaboration, CARMA will also be sponsoring the quarterly non-fiction book club, A Matter of Fact, to encourage non-fiction reads on genres like business, biography, self-improvement and entrepreneurial success within the corporate culture.

Leveraging its cutting-edge solutions in media monitoring and advanced analytics, CARMA provides the data and insights that serve to inform the Emirates Literature Foundation of its reputation in media and public, results of its communications, and the impact it is bringing to the community.

“The Emirates Literature Foundation is a key driver in the UAE’s cultural ecosystem in general and the culture of reading in particular,” explained Mazen Nahawi, CEO, CARMA. “We are delighted to partner with the Foundation not only to support their programs as a whole with our data and analytics services, but also to energetically support new programs around non-fiction titles and business literature, as we hope to expand the number of people who read and engage with this kind of literature across the region.”

Andrea Gissdal, Head of Marketing and Communications, Emirates Literature Foundation, commented: “From mental health and happiness to boosting career prospects, reading for pleasure has many well documented positive effects on quality of life. It is our mission to bring these benefits to as many people as possible. CARMA’s commitment to sharing high quality intelligence and insight, as well as its wholehearted support for spreading the culture of reading makes it an ideal partner for us.”

The Festival Book Club, which has been held online since the start of the pandemic, will return for its first in-person meeting on 20th October 2021, discussing the book “Noise: A Flaw in Human Judgement” by Daniel Kahneman, which was longlisted for the FT Business Book of the Year. The book club is free to attend and open to all, but registration is essential to manage numbers.

For more information about the Emirates Literature Foundation, visit: and

تحدث مع أحد مستشارينا ذوي الخبرة حول الرصد الإعلامي والاتصالات الخاصة بك اليوم.