We are seeing a shift towards value-based consumption: Olfa
In an interview with Communicate, Olfa Messaoudi, Chief Digital Marketing Officer at L’Oréal, shares how the beauty giant is engineering precision-driven campaigns for the GCC’s fiercely…
BRANDS
Strong global brands don’t dilute when they localize: Astha Sirpaul
Decode discovery, rethink loyalty, simplify omnichannel, and humanize AI, says Astha Sirpaul, Head of Strategy, TBWA. In an interview with Communicate, she explains how brands must…
CPG-FMCG
From playbooks to “Special Forces”: Rethinking crisis comms in the Gulf
Amid rising geopolitical tension, Nic Labuschagne, APCO’s Head of Strategy and Crisis Management, argues that most Gulf organizations are still treating crises as technical glitches rather…
INSIGHTS
