Communicate Online | Activate the digital transformation reshaping the GCC advertising & marketing industry
The View
Anand Vengurlekar
Anand Vengurlekar Senior Lecturer in Innovation and Design Thinking INSEAD
Samantha Murray
Samantha Murray Presenter & Journalist
Hubert Boulos
Hubert Boulos CEO Das Kapital Dekuple Group
Shishir Surendran
Shishir Surendran Founder Decimal Technologies
Layla Tamim
Layla Tamim Director of Ad Sales, MENA Warner Bros. Discovery
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In the Age of AI, Stop Marketing to Personas

In the Age of AI, Stop Marketing to Personas

In an AI-driven world, are brands still too focused on demographics and personas instead of understanding the real “job” customers are hiring them to do? One of…

Gigi Hadid’s Guest in Residence expands beyond knitwear with debut denim line

US-Dutch-Palestinian supermodel Gigi Hadid is preparing to take her fashion label Guest in Residence into a new category, with the brand set to unveil its fall…

NEWS

Splurge or Save, Never Both: UAE & KSA Shoppers Are Living a Double Life

Shoppers in the UAE and Saudi Arabia are living a double life — one where they’ll happily splash out on the newest gadget or premium brand,…

INSIGHTS

Omnicom’s AI outsourcing raises questions for the GCC’s agency market

Omnicom has outsourced hundreds of engineers and product staff involved in building its flagship Omni AI-powered platform to IT services company Endava, according to an exclusive…

NEWS
Branded

From Homepage to Doorstep: How Lenovo’s Omnichannel Campaign with Amazon Ads Drove Success During Peak Shopping Season

By Communicate Staff

Transparency in the storm: How the GCC managed crisis communication

By Hoda Rizk

Ounass expands into physical retail activations with Stage

By Communicate Staff

Aramco remains Middle East’s sole entrant in Kantar BrandZ global top 100

By Communicate Staff
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Insights

YouTube ad growth slows amid TikTok, Netflix challenge

YouTube generated more than $40 billion in advertising revenue in 2025, but its ad business is entering a slower growth phase as competition from TikTok and…

AI is becoming the newsroom’s second pair of hands across GCC and APAC

Artificial intelligence is rapidly finding its place inside newsrooms across Asia-Pacific and the Gulf, but the most significant change is not necessarily the replacement of journalists.…

INSIGHTS

Splurge or Save, Never Both: UAE & KSA Shoppers Are Living a Double Life

Shoppers in the UAE and Saudi Arabia are living a double life — one where they’ll happily splash out on the newest gadget or premium brand,…

INSIGHTS

AI in marketing: how martech is being reshaped across the GCC

Artificial intelligence is moving from an experimental tool to a core component of the marketing technology stack across the Gulf. For marketers in Saudi Arabia, the…

INSIGHTS
BRANDS

Saatchi & Saatchi Turns the Tap You Already Trust Into a Tip Jar for Visa and noon

As the UAE races toward a cashless future, tipping got left behind. Saatchi & Saatchi’s Tap to Tip is closing that gap,  one NFC sticker at…

BRANDS

Bvlgari “The Girl I Needed”: When Localisation Becomes Authorship

Luxury brands are investing heavily in growing their Middle East business. Bvlgari, that is among the top 3 in the jewellery segment in the region, is…

BRANDS

Tiffany’s Masterclass in Brand Localization

For CMOs and brand leads tracking how luxury houses actually build regional relevance, not merely through a campaign, this one’s worth a close read. The Abu…

NEWS
AGENCIES

Beyond the social sprint: What MENA brands can learn from the new rules of social-first marketing

Social has become one of the fastest ways for brands to connect with audiences, creators, and culture across MENA. From creator partnerships and short-form video to…

AGENCIES

Gulf Gamers Just Became Advertising’s Best-Kept Secret And the Data Backs It Up on Both Sides

Forget reach. In gaming, the players worth chasing are the ones already paying,  and increasingly, paying developers directly rather than through a platform. That’s the headline…

AGENCIES

Beyond the Click: How AI Redefined Visibility

For years, digital visibility was simple: rank first, get the click. But walk into any boardroom across the Middle East today, and you will find leadership…

THE-VIEW
Cannes Lions Special Issue

Cannes Lions Special Issue

June 2026
The FMCG Crisis Playbook

The FMCG Crisis Playbook

March 2026
Best Brands and Best Marketers

Best Brands and Best Marketers

February 2026
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Ad of the week Nedbank | Joe Public Bryanston, SA

Nedbank | Money Relationships

Nedbank turns money into a seductive human presence in “Money Relationships,” following a man drawn into a destructive relationship that slowly consumes his life. Framed as a psychological thriller, the film reveals that money was never the problem—it is the relationship we build with it that defines the consequences.

Ranking

MENA’S CREATIVE PULSE – TOP CAMPAIGNS

MENA creativity has entered its main character era. From AI-powered seat maps and blind football seats to seasoning-led fandoms and parking spots turned media space, the…

NEWS

Best Brands and Marketers

The Brands and Marketers Who Actually Won 2025 In 2025, marketing noise was everywhere. Visibility was easy to buy, reach was easy to inflate—but true distinction…

NEWS

Top 70 CEOS

Influence doesn’t always announce itself with titles or corner offices. Sometimes it’s quieter, moving people without visible force. To build this Top List, we looked beyond…

NEWS
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