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Focus

The new rules of FMCG creativity: Why relevance is the real driver of growth

Across the consumer goods industry, senior marketers were asked the same question: In an attention-fragmented market, what actually defines ‘effective creativity’ for FMCG today: reach, relevance,…

CANNES-LIONS

Saudia connects travel rewards with authentic cultural discovery

To encourage travellers to engage more deeply with Saudi Arabia’s cultural landscape, Saudia launched ‘Let It Fly’, a luggage-sticker initiative that rewards passengers for purchasing locally…

CANNES-LIONS

What wins in finance: Trust is the starting point, experience is the differentiator

We asked six CMOs a single question: in today’s financial landscape, what really wins, and how should brands respond? Here’s what they had to say: trust…

CANNES-LIONS

A hospital campaign explores loneliness through silent emotional storytelling

Most hospital campaigns focus on expertise, technology, or medical outcomes. ‘Never Alone’, created by Saatchi & Saatchi for the King Faisal Specialist Hospital and Research Centre,…

CANNES-LIONS
Branded

From Homepage to Doorstep: How Lenovo’s Omnichannel Campaign with Amazon Ads Drove Success During Peak Shopping Season

By Communicate Staff

Transparency in the storm: How the GCC managed crisis communication

By Hoda Rizk

Ounass expands into physical retail activations with Stage

By Communicate Staff

Aramco remains Middle East’s sole entrant in Kantar BrandZ global top 100

By Communicate Staff
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MENA’s $650bn CPG and FMCG push toward 2030

The Middle East and North Africa FMCG sector is accelerating into a new growth cycle, but rising consumer expectations, inflationary pressure, and digital disruption are redefining…

CANNES-LIONS

CMOs decode the new retail playbook: Loyalty built on storytelling, not price tags

We asked the region’s CMOs what actually drives growth in the region today: price, experience, or platform-led storytelling? Here is what they had to say. Hossam…

CANNES-LIONS

Built on trust, anchored in strength: GCC finance meets AI and fintech

Pre-Iran crisis, the GCC was on a pace to outperform global growth rates. The Middle East and North Africa economies were projected to grow by 3.5…

CANNES-LIONS

Sir Martin Sorrell says Cannes is focusing on the wrong AI debate

As artificial intelligence dominated conversations across Cannes Lions, Sir Martin Sorrell believes the industry is paying attention to the wrong problem. Speaking to Communicate, the S4…

CANNES-LIONS

FP7 McCANN MENAT named MENA Network of the Year at Cannes Lions 2026

FP7 McCANN MENAT has been named MENA Network of the Year at the 2026 Cannes Lions International Festival of Creativity, emerging as the region’s most-awarded agency…

CANNES-LIONS

The fight for GCC consumer attention: Inside the new rules of retail engagement

Retail companies operating in the Middle East and North Africa (MENA) region deal with over 500 million consumers, face varying market dynamics and regulations, resulting in…

CANNES-LIONS

Macron hails French creativity as France named Cannes Lions’ Creative Country of the Year

French President Emmanuel Macron has praised France’s creative industries after the country was named the 2026 Creative Country of the Year at the Cannes Lions International…

CANNES-LIONS

How KFC made a local Saudi seasoning its ‘unofficial’ 12th spice

When a viral TikTok moment showed Saudi food lovers sprinkling Srar Hail, a spicy seasoning by local cook Om Bdr, over KFC chicken, the fried chicken…

CANNES-LIONS

Saudi leads creator economy surge: Vision 2030 reshapes regional advertising

Under Vision 2030, Saudi Arabia’s evolution has progressed beyond infrastructure to encompass culture, media, and consumer behavior. The reason comes down to a demographic advantage that…

CANNES-LIONS
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