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The View
Shahnaz Hamade
Shahnaz Hamade Founder & CEO Harmonie Consulting
Hubert Boulos
Hubert Boulos CEO Das Kapital Dekuple Group
Ilya Zmienko
Ilya Zmienko Founder Svyazi
Bianca Riley
Bianca Riley General Manager RF Thunder MENA
Adele Baxter
Adele Baxter Managing Director JWI
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Leading in the AI era: Why emotional intelligence matters in marketing

Leading in the AI era: Why emotional intelligence matters in marketing

The marketing industry is not short of conversations about AI. Generative tools, automated campaigns, predictive analytics, and AI-driven personalization, the disruption is real, the pace is…

95% of Saudi online purchases go to local retailers: report

Local retailers accounted for 95.3% of online purchases in Saudi Arabia, significantly higher than purchases made through international shopping websites, according to the latest Saudi Internet…

NEWS

Samsung partners with Spotify to offer Premium access across Galaxy ecosystem in MENA and Türkiye

Samsung Electronics has announced a new partnership with Spotify across the Middle East, North Africa and Türkiye, offering eligible customers up to four months of Spotify…

BRANDS

The spider-man campaign that has Saudi audiences booking tickets fast

Sony Pictures Entertainment and its regional partners have launched an ambitious destination-led marketing campaign for Spider-Man: Brand New Day in Saudi Arabia, transforming some of the…

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…

MENA’s $8.2bn digital ad economy signals a deeper shift in how brands buy attention

The most revealing number in the latest MENA advertising data may not be the $8.185 billion spent on digital advertising in 2025. It is the fact…

INSIGHTS

ChatGPT’s first Ads reveal who is seeing them—and what brands are selling

The first detailed study of advertising inside ChatGPT has found that lower-income users were more likely to be exposed to ads, while consumer goods dominated the…

INSIGHTS

From search to social to AI assistants: Brand discovery is being rewritten

For nearly two decades, the digital marketing playbook revolved around one goal: rank high on Google. Today, that strategy is no longer enough. Consumers are increasingly…

INSIGHTS
BRANDS

Samsung partners with Spotify to offer Premium access across Galaxy ecosystem in MENA and Türkiye

Samsung Electronics has announced a new partnership with Spotify across the Middle East, North Africa and Türkiye, offering eligible customers up to four months of Spotify…

BRANDS

Moroccan-Belgian singer DYSTINCT fronts PUMA Middle East’s ‘Never Not Suede’ campaign

PUMA Middle East has launched the latest regional chapter of its global “Never Not Suede” campaign, partnering for the first time with Moroccan-Belgian artist DYSTINCT to…

BRANDS

How K-Beauty turned a trend into a 53% growth story

Korean beauty products, popularly known as K-Beauty, are witnessing rapid global expansion, with value sales rising 53% year-on-year and 131% over the past two years, according…

NEWS
AGENCIES

M+C Saatchi Group Middle East named creative agency partner for Ras Al Khaimah Tourism Development Authority

M+C Saatchi Group Middle East has been appointed as the creative agency partner for Ras Al Khaimah Tourism Development Authority (RAKTDA) following a competitive multi-stage pitch…

NEWS

IKEA Alsulaiman appoints FP7 McCANN as creative agency for Saudi Arabia, Bahrain

IKEA Alsulaiman has appointed FP7 McCANN as its creative agency of record across Saudi Arabia and Bahrain following a competitive pitch, expanding its partnership with the…

AGENCIES

TBWA\RAAD named among Best Workplaces in Media, Advertising & Marketing 2026

TBWA\RAAD has been recognized as one of the Best Workplaces in Media, Advertising & Marketing 2026 by Great Place To Work, Middle East, joining the list…

NEWS
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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Peter Carstairs / Cummins & Partners

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adam&eveDDB

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Boase Massimi Pollitt (later BMP DDB)

Google

Google Creative Lab

Ad of the week Volkswagen | Bernbach

Volkswagen GTI. 50 years of pure passion.

Volkswagen is celebrating 50 years of the Golf GTI with “50 Years of Pure Passion,” an emotionally charged campaign created by Bernbach. The film follows five decades of GTI owners through home videos, photographs and mobile footage, capturing everything from weddings and road trips to everyday family moments. Set to evolving versions of Candi Staton’s “You Got the Love,” it traces how both the car and the way people preserve memories have changed over time.

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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