CPG & FMCG - Communicate Online
CPG & FMCG

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

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
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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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

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

Win peak season shoppers with curated experiences, says Shuja Jashanmal

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…

CPG-FMCG

Reach to revenue: Rise of the creator commerce

Influencer and creator marketing has transitioned from an experimental tactic aimed at delivering brand awareness for products and services to a strategic performance channel. Previously, established…

CPG-FMCG

Modern Gulf consumer: Hyper-connected, value-hungry, hard to hold

In boardrooms across the United Arab Emirates and Saudi Arabia, CRM has become both a promise and a pressure point. Dashboards glow with first-party data. Loyalty…

CPG-FMCG
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