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Focus

Transparency in the storm: How the GCC managed crisis communication

In the first 24 hours after the Gulf conflict erupted on February 28, more than a thousand drones and ballistic missiles were intercepted across the region.…

REBUILDING-TRUST

UAE firms stay upbeat amid disruption, says Publicis report

Business leaders in the UAE remain confident about the country’s growth prospects despite a recent period of regional disruption, according to a new report released by…

REBUILDING-TRUST

Why winning in Egypt starts long before the campaign

Egypt’s FMCG market does not behave like a textbook case. It behaves like a living system: fast-moving, unpredictable, and shaped as much by resilience as by…

CPG-FMCG

CPG: Five key trends reshaping consumer markets in 2026

The consumer packaged goods (CPG) industry faces its most significant restructuring in decades. What began as pandemic-induced disruptions has crystallized into fundamental shifts in how products…

CPG-FMCG
Branded

Ariel drives 30% sales growth with Amazon Now campaign in UAE

By Communicate Staff

Spotify gives artists power to block misattributed tracks in new beta feature

By Communicate Staff

IKEA turns store strolls into rewarding steps

By Communicate Staff

TOD gears up for FIFA World Cup 2026 streaming across MENA

By Communicate Staff
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AI hype vs CPG hopes

Consumer packaged goods companies are accelerating AI adoption across media, logistics, and forecasting, but measurable financial returns remain uneven, leaving marketers balancing strong efficiency gains with…

CPG-FMCG

Packaging choices quietly drive consumer decisions: Chandon

In crowded CPG markets, small product decisions often matter more than big campaigns. In an interview with Communicate, Pierre Chandon, Professor of Marketing and The L’Oréal…

CPG-FMCG

The AI apocalypse and adtech reshapes Gulf marketing decision making

If the first wave of CPG performance marketing in the Gulf was about discovering intent, the next wave is about delegating decisions. In Saudi Arabia and…

CPG-FMCG

Design creative systems, not one-off campaigns, says Candace Braganza

Build human-first content, rethink creator commerce, design for conversion, and embed culture, says Candace Braganza, Founder of Sculpt25, as CPG creativity evolves. In an interview with…

CPG-FMCG

CPG’s search for instant omnichannel gratification

A new trend is brewing in retail media. Undoubtedly aided by the emergence of artificial intelligence, advertisers are today looking beyond traditional linear sales methods like…

CPG-FMCG

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

Only an idea that solves a business problem gets funded: Fred Roberto

Fred Roberto, Executive Creative Director at TBWA, explains why the most powerful creative ideas in CPG today are the ones engineered to stretch, sell, and survive…

CPG-FMCG

Marketing in crisis: Lessons from the GCC

A PR agency owner recently found herself doing the one thing clients never hire her for: pulling the plug. Ellie, Founder of KPR, had a major…

REBUILDING-TRUST

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
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