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The View
Patrick Samaha
Patrick Samaha Founder Eleveight
Karolina Pachucy
Karolina Pachucy Vice President Marketing Doha Bank
Astha Gupta
Astha Gupta AVP - Brand & Marketing NEOPAY
Louise Collins
Louise Collins Communications Consultant
Ankush Gupta
Ankush Gupta Founder FameNinja
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Beyond likes and views: Is influencer marketing delivering for Gulf brands?

Beyond likes and views: Is influencer marketing delivering for Gulf brands?

Influencer marketing has become an important tool for brands seeking consumers in Saudi Arabia and the United Arab Emirates. But as companies commit more money to…

Deliveroo launches UAE campaign celebrating individual tastes

Deliveroo has launched a new UAE brand campaign that celebrates personal food preferences and challenges conventional ideas of good taste, using humor and everyday dining experiences…

BRANDS

Lenskart draws 30,000 participants with Snapscore-inspired campaign

Lenskart’s Score Your Frame campaign attracted more than 30,000 participants across the region by building an eyewear activation around Snapscore, a metric associated with users’ activity…

NEWS

Coursera appoints Amy Weisenbach as chief marketing officer

Coursera has appointed Amy Weisenbach, former chief marketing officer of The New York Times, as its chief marketing officer, effective November 30, 2026. Weisenbach most recently…

NEWS
Branded

Communicate GCC Agency Salary Survey

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

A leading system: centralized cross-government media-buying

As countries across the region explore the idea of a centralized, cross-government media-buying unit*, one question remains: how can a single framework balance efficiency and coherence…

Beyond likes and views: Is influencer marketing delivering for Gulf brands?

Influencer marketing has become an important tool for brands seeking consumers in Saudi Arabia and the United Arab Emirates. But as companies commit more money to…

INSIGHTS

Michelin’s Dubai controversy shows how quickly a global brand can lose trust

Michelin’s reputation has been built over decades on a simple proposition: diners can trust its judgement. But the inclusion of 16 closed restaurants in the 2026…

INSIGHTS

$137 million spent on AI political ads ahead of US midterms; only 27% carry disclaimers

Political campaigns and groups in the United States have spent more than $137 million on advertisements created at least partly using artificial intelligence (AI) ahead of…

INSIGHTS
BRANDS

Deliveroo launches UAE campaign celebrating individual tastes

Deliveroo has launched a new UAE brand campaign that celebrates personal food preferences and challenges conventional ideas of good taste, using humor and everyday dining experiences…

BRANDS

Stop asking for budget: what a marketer-turned-GM wants from CMOs

Ahead of Marketer of the Future, Unilever’s Duygu Ersoy and fellow speakers on how marketing stops defending its spend and starts shaping growth. Duygu Ersoy started…

BRANDS

Mondelēz appoints Othmane Nadifi as Gulf managing director

Mondelēz International has appointed Othmane Nadifi as managing director of its Gulf business, as the snacking company looks to strengthen commercial execution, accelerate innovation and develop…

BRANDS
AGENCIES

Publicis Groupe Middle East launches Publicis Health Middle East

Publicis Groupe Middle East has launched Publicis Health Middle East, expanding its healthcare offering across the region. The new unit is led by Ramzi Sleiman, CEO…

AGENCIES

Current Global’s Peter Jacob: “Doing the job isn’t a differentiator”

We spoke with Peter Jacob, Managing Director, MENAT at Current Global, while researching industry salaries for Communicate’s 2026 GCC Advertising & Marketing Salary Survey earlier in…

AGENCIES

Incubeta MENA’s Chelly Megale is hiring for the agency of five years from now

Tell a candidate it’s two days a week in the office and no meetings on Fridays, and Chelly Megale can watch their face change. Megale is…

AGENCIES
The Gulf, After the Storm

The Gulf, After the Storm

October 2026
Cannes Lions Special Issue

Cannes Lions Special Issue

June 2026
The FMCG Crisis Playbook

The FMCG Crisis Playbook

March 2026
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Ad of the week 350 Action | Uncommon New York

350 Action lets Florida’s heat dismantle climate denial

“DENIAL” places a life-size gallium statue of Florida Governor Ron DeSantis in Tallahassee, where the surrounding heat causes it to distort and collapse. Launched ahead of the midterm elections, the activation turns rising temperatures into the medium while urging Americans to reject climate-denying candidates at the ballot box.

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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