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Insights

‘Brands need to give Gen Z space to shape the meaning of their work’

Gen Z marketing in the GCC is moving beyond younger-looking branding, polished social content and superficial cultural references. The focus is increasingly on participation, cultural fluency…

INSIGHTS

Al-Futtaim puts employees at the heart of its new employer brand

Al-Futtaim has launched The Heart of Tomorrow, a global employer brand built around employee experiences across its businesses and markets. Developed with McCann Synergy, the platform…

INSIGHTS

UAE leads GCC as WEF Tourism Index puts region’s marketing playbook to the test

The World Economic Forum’s Travel & Tourism Development Index (TTDI) 2026 lands at an awkward moment for the region: the same report that ranks the UAE,…

INSIGHTS

ATM 2026: Travel industry sees cautious recovery as demand patterns shift

Arabian Travel Market 2026 closed in Dubai with the travel and tourism industry signalling cautious optimism about the final quarter of the year, while operators highlighted…

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Branded

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

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

By Communicate Staff
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Is AI replacing creativity — or redefining it?

Every creative revolution arrives with the same anxiety: if machines can do what humans do, what happens to the humans? Generative AI has revived that question…

INSIGHTS

Netflix and YouTube battle for creators as power shifts toward talent

Netflix and YouTube are stepping up their competition for top creators, signaling a broader shift in the entertainment industry as audiences, intellectual property and distribution power…

INSIGHTS

Meta’s new paid plans put Facebook’s outbound links under scrutiny

Meta is tightening the way businesses and publishers can use Facebook to send users to external websites, as the company rolls out new paid professional packages…

INSIGHTS

AI turns audience intelligence into a new media revenue engine: report

Artificial intelligence is moving beyond content creation to become an increasingly important commercial tool for media companies, helping them understand audiences, optimise advertising and connect content…

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Inside WPP Media’s winning streak: $87M in the Gulf, and a total reset in Egypt 

WPP Media has emerged as the standout performer across two of the Middle East’s most closely watched media markets in the first half of 2026, according…

INSIGHTS

AWS data loss puts Gulf brands’ cloud resilience under the spotlight

Amazon Web Services has been unable to restore access to some data and resources in Bahrain and the UAE after its cloud infrastructure was damaged during…

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Gen Z desirability shift: Mona Hassanie on how GCC brands win younger consumers

Gen Z is changing not just how brands communicate, but what makes a brand desirable in the GCC. From self-investment and participation to cultural proximity, the…

INSIGHTS

What makes a B2B brand easier to buy? New study has the answer

For B2B marketers in the GCC, getting a brand noticed may no longer be enough. Winning the sale increasingly depends on whether buyers can find enough…

INSIGHTS

Podcast Advertising Has “Earned Its Seat” in MENA. So Why Hasn’t the Budget Followed?

For years, podcast advertising in the Middle East was treated the way most new media is treated: sampled, not committed to. That’s changing fast — and…

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