In an interview with Communicate, Tarek Miknas, CEO FP7 McCann MENAT, explains that content in the GCC isn’t just a campaign tool; it’s the engine driving brand relevance and audience connection. Brands and agencies are rethinking strategy, blending global consistency with local culture to create stories that stick.
Content has moved from being a campaign layer to a business capability. How has the role of content evolved inside organizations in the GCC, and are brands structurally reorganizing around this reality, or treating content as an add-on to media buying?
Content has evolved from being a campaign element to becoming a critical, always-on business capability, and in the GCC, we’re seeing this shift accelerate across industries. While in some cases content still plays a role in amplifying campaigns, the more meaningful transformation happens when content is rooted in the brand’s platform, in its voice, values, and long-term narrative. When done right, content isn’t separate from the brand; it is the brand in motion.
As for maturity, I’d say the region is exactly where it needs to be. We can match the level of strategic thinking seen in global platforms, but what sets the Middle East apart is a sharper entrepreneurial edge. There’s hunger here, not just to take risks or try something new, but to set the pace.
Brands from this region are no longer aspiring to be on the global stage; they’re already there. And more importantly, they’re starting to redefine it. We’re at a point where global markets are beginning to look to the Middle East as a blueprint—for creativity, for cultural relevance, and for bold, brand-led innovation.
Visibility still matters, but credibility and relevance are under scrutiny. Are brands genuinely shifting, or does scale still dominate decision-making in the region?
Scale still dominates most decision-making, yet visibility absolutely still matters, especially in crowded categories where memorability and consideration are critical.
That said, brands are far more aware that reach without trust doesn’t travel as far as it used to. Attention is easy to get, while trust is built through consistency, relevance, and delivering on real truths over time.
Artificial Intelligence is accelerating content production and distribution, creating an era of clutter. How is this reshaping the economics of content in the region, and what does it mean for value creation?
AI is undeniably changing the content game, accelerating production, expanding access, and lowering entry barriers. But speed and volume alone don’t equate to value. The real differentiator isn’t AI itself; it’s how you use it. AI is an enabler, not a replacement.
Anyone can prompt a tool today, but not everyone can prompt it with the right strategy, the right intent, or the right sense of craft. What continues to create lasting value, especially in this region, is emotion, cultural relevance, and human insight. That’s what audiences remember. That’s what builds brands.
From an economic perspective, AI has definitely made content production more scalable and efficient, but that also means there’s more clutter than ever before. As a result, the value of strategically crafted, emotionally intelligent content has actually increased. In a sea of sameness, people gravitate toward what feels real, thoughtful, and well told.
We’re seeing more clients in the region looking to leverage AI, not just to do more, but to do better. And that’s the right mindset. Because the true value isn’t in how fast content is produced, it’s in how deeply it connects.
In 2026–2027, will the GCC content and creator economy mature or fragment? What will separate winners from laggards?
The GCC content and creator economy is moving toward maturity, not just in terms of scale, but in how professionally it’s being approached. We’re seeing clearer frameworks, better partnerships, more accountable measurement, and greater respect for craft. That’s the foundation of a sustainable industry.
At the same time, AI and rapid platform shifts will continue to add volume, and with it, distraction. But scale alone doesn’t build brands. The winners won’t be the loudest; they’ll be the most strategically connected: the ones who know how to link content with culture, creators with credibility, and platforms with purpose.
The real differentiator will be the ability to bring creativity, commerce, and consistency into one ecosystem. To understand not just how people consume content, but why they engage, why they convert, and what makes them stay. That’s where the value lies. And that’s where we’re focused.
(This interview was originally published in the latest print issue of Communicate here)
