Dubai’s homegrown brand ecosystem is no longer just a local success story: The beauty and food startups from the UAE are finding audiences far beyond the…
The UAE Ministry of Economy and Tourism’s launch of the “Essential Goods Prices Platform” is expected to increase pressure on consumer goods companies across the Gulf,…
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…
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…
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…
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…
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…
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…
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…
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…
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…
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…
Shuja, Group CEO of Jashanmal, explains how culturally attuned retail strategy turns peak festive moments into enduring consumer loyalty and long-term brand equity. How do festive…
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