Velina Nacheva - Communicate Online
Velina Nacheva

At Cannes Lions, TikTok brought marketers back to what actually works

At a festival obsessed with the future, TikTok invited marketers to revisit something much older: the fundamentals. While Cannes Lions 2026 was dominated by AI announcements,…

BRANDS

Gulf Gamers Just Became Advertising’s Best-Kept Secret And the Data Backs It Up on Both Sides

Forget reach. In gaming, the players worth chasing are the ones already paying,  and increasingly, paying developers directly rather than through a platform. That’s the headline…

AGENCIES

From Tiles to Trends: How Brands Are Selling a Way of Life

A tile is rarely the hero of the story. Until suddenly it is.  Luxury fashion houses now design hotels. Carmakers build ecosystems. Sports brands are becoming…

BRANDS

Can a Newcomer Rewrite Luxury? MHERO’s Strategy to Win the GCC Premium SUV Buyer

The premium automotive category has long been defined by heritage, reputation and decades of brand equity. But as consumer expectations shift towards technology, experience and individuality,…

BRANDS
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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Saudi Arabia’s New Experience Economy: Why Brands Need to Think Beyond Attention

Saudi Arabia’s entertainment boom is entering a new phase. The question is no longer whether audiences will show up, it is how brands can create experiences…

BRANDS

Why Gaming Is Becoming the Next Frontier for Brand Engagement

For marketers, gaming represents one of the biggest shifts in audience behaviour: the move from passive attention to active participation. As younger audiences increasingly expect brands…

BRANDS

The Battle for Mobility Is No Longer About the Car

For years, mobility brands competed on fleets, availability and price. But as consumer expectations evolve, the real battleground is shifting from the vehicle itself to the…

BRANDS

Why MENA Marketers Cutting Brand Budgets Right Now Are Making a Costly Mistake

Marketing budgets always get twitchy when the economy wobbles. Uncertainty creeps in, boardrooms tense up, and the marketing line item is usually the first thing finance…

INSIGHTS

Trust, Not Message Control, Is the New Currency

When senior communications executives from across the Gulf gather at W Doha on September 10, they won’t be there to swap award-season conflict stories. They’ll be…

AGENCIES

Built to Last: How Henkel Is Rewriting the Rules of Brand Growth in the Age of AI

In a marketing world obsessed with disruption, few brands have the luxury, or the challenge, of thinking in centuries rather than quarters. Henkel Consumer Brands has…

BRANDS

Data is the new currency: Why out-of-home is finally growing up in the GCC

For decades, out-of-home(OOH) was advertising’s blind spot, the one channel every brand insisted “worked” and no CMO could actually prove. You bought the biggest board on…

INSIGHTS

Trust is a business strategy, not a communications KPI: Gita Ghaemmaghami

Following her participation as a panel speaker at the recent Communicate forum on trust and the GCC’s return to business normality, Gita Ghaemmaghami, Leader Communications and…

INSIGHTS

CNN wants to win the creator economy without losing what made CNN

As audiences move away from traditional media habits, CNN Creators is testing a difficult balance: how does a 40-year-old news organization embrace creator culture without becoming…

INSIGHTS
Trends
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