Guest Author - Communicate Online
Guest Author

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
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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Don’t make these 5 mistakes when explaining the social media ban to children

Purva Grover Foremost, start by placing yourself in the shoes of children. They are angsty, convinced they already know better than adults, and have grown up…

THE-VIEW

Why consumers abandon brands during crises and what brings them back

Ilhem Allagui  Recovering from geopolitical crises is both psychological and economic, affecting consumers and businesses alike. During wartime, consumers’ sense of reality is affected and damaged.…

THE-VIEW

Not all fans are the same: Webedia Arabia decodes Saudi World Cup audience for brands

Yasmine Koujou FIFA 2026 arrives in days. Billions will be watching. The real question is: can brands show up for all of them? To help brands…

THE-VIEW

Why some brands survive every crisis while others collapse

Máire Morris  Every time the market faces disruption, whether through economic uncertainty, geopolitical tensions, supply chain challenges or changing consumer behaviour, the same question emerges: why…

THE-VIEW

The 2026 playbook for FMCG crisis marketing

Ad and PR agencies are suddenly finding themselves having to defend brand equity, product pricing and sales targets in a volatile environment with unpredictable outcomes. By…

NEWS

Shifting marketing priorities during volatility

In a region shaped by volatility, CMOs are no longer just marketing leaders. They are risk managers, cultural interpreters, and growth strategists operating in real time.…

NEWS

FMCG brands rethink strategy as Middle East crisis deepens

The 2026 Iran crisis is not just a geopolitical event. It is a structural stress test for the region’s retail marketing and communications industry, writes Hadi…

CPG-FMCG

UAE Cybersecurity Council Warns: Secure your Connection As Iran Conflict Escalates

Hoda Rizk War has always been something you could see and hear: flashes in the sky, sirens, breaking news alerts. Now, it is something you might…

NEWS

RIP Google Search bar

Google has ceded its power for initial product discovery to a trio of social search platforms: YouTube, TikTok, and Instagram. By Hadi Khatib Three in 10…

NEWS
Trends
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