Guest Author - Communicate Online
Guest Author

The Ronaldo Effect: Athletes shape brands, markets, and consumer choices today

By Graham Manville and Ekaterina Koll Cristiano Ronaldo—five-time Ballon d’Or winner and the most-followed athlete on Instagram—has become a vivid example of how athletes can shape…

THE-VIEW

Why the GCC is becoming a launchpad for global startups

Keila Doyle For years, the prevailing wisdom in boardrooms and agency briefs has been the same: the Gulf is a market you enter, not a place…

THE-VIEW

The new value consumer: How inflation is redefining retail choice in the GCC

Nancy Nese Ozbek Across the GCC, retail is undergoing a quiet but fundamental transformation. While headlines often focus on macroeconomic resilience and record tourism numbers, the…

THE-VIEW

Why elite athletes matter beyond the pitch

By Dr Ekaterina Koll and Dr Graham Manville Elite football stars have a much greater impact beyond the pitch, as they are instantly recognizable sporting celebrities…

THE-VIEW
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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Communications is not the last mile of transformation 

Amel Osman Transformation without communications is corporate vandalism dressed up as strategy. It takes decisions made in boardrooms, drops them into organizations without context, and then…

THE-VIEW

Rethinking efficiency in Out-of-Home as intelligence becomes embedded 

Jawad Hassan Out-of-Home (OOH) advertising has always held a distinctive place in the media landscape, defined by its scale, visibility, and proximity to consumers. Yet despite…

THE-VIEW

Beyond points and discounts: How regional brands are building emotional loyalty

Adam Whatling For years, loyalty programs across the region operated on a simple formula: spend more, earn more. Points, vouchers, cashback, and discounts became the currency…

THE-VIEW

The “Dubai It” mindset: Great ideas are built on the ground

Bushra Khan There is a simple but important truth at the heart of communications. An idea can feel fully formed in discussion, but its real strength…

THE-VIEW

Why Almarai’s Fortnite move signals a shift from campaigns to communities

Tanu Chopra When one of Saudi Arabia’s largest dairy brands launched on Fortnite earlier this year, the easy headline was that a legacy food company had…

THE-VIEW

MENA’s tourism playbook has changed – spectacle is out, identity is in

Paul Clifford For years, tourism marketing across the Middle East and North Africa was defined by spectacle. Rising skylines, desert resorts and beachfront luxury, delivered at…

CANNES-LIONS

Is creativity in the Middle East drowning in ‘Slop’? Industry leaders think so

Ian Akerman Creativity is one of those words that is simultaneously meaningless and indispensable. Endlessly invoked, vaguely defined, yet still treated as the industry’s highest currency. …

INSIGHTS

Why the old marketing playbook no longer works in the UAE

Sahar Khan Ask any marketer who has been working in this region over the past two years and they will tell you the same thing: the…

THE-VIEW

Operational excellence is not the same as category leadership

Mariam Abouzeid The most dangerous time for a brand to become quiet is often when everything appears to work. Sales are steady. Operations are efficient. Customers…

THE-VIEW
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