The public relations industry in the GCC is no stranger to change. With ambitious national visions, fast-moving private sector clients, and a region constantly…

As digital transformation accelerates across the GCC, businesses face a dual threat, namely financial loss and long-term reputational damage. Just as organizations adopt cutting-edge…

A Small Prompt. A Viral Moment. A Shift in Creativity. It started with a prompt. Ended with a viral moment. Somewhere between that single…

The Global Surge of ESG Investing In Europe, Environmental Sustainable Growth (ESG) funds dominate new fund launches, while the U.S. sees ESG criteria becoming…

This year, D&AD finally gave creator-led work a category of its own. As someone who’s spent the last decade working at the intersection of…

We are living through one of the most profound technological disruptions in human history. From AI-generated art and predictive algorithms to autonomous systems, technology…

In an age of digital saturation, consumers are increasingly tuning out. Screen fatigue is real, ad blockers are everywhere, and attention is becoming harder…

For years, we’ve built our social media reports around metrics that look impressive in presentations such as follower counts, likes, reach. But the truth?…

The public relations industry is evolving. What once relied mainly on press releases, media interactions, and editorial coverage has now expanded into a complex…

Experience is often seen as the key to sales success. But the truth is that values and education may outperform sheer experience alone when…

AI is everywhere and for many comms professionals in our region, it is already part of the workflow. Whether it is using ChatGPT to…

From the newsrooms of India to the campaign rooms of Dubai, my journey as a communicator has been one of evolution, intention, and purpose.…