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…
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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
Loyalty today is built through grounded consistency, says Ghida Batal
In a region shaped by rapid digital change, shifting loyalties, and geopolitical uncertainty, brands are being forced to rethink how they stay relevant beyond price and…
CPG-FMCG
