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Advertising

Could WhatsApp become the UAE’s new front office?

In the UAE, WhatsApp already sits at the centre of everyday business. Customers use it to ask about products, confirm appointments, follow up on orders and…

THE-VIEW

Samsung, Spotify and the Case for Invisible Marketing

Since the Mad Men era, marketers have largely been trained to think in campaigns: build the big idea, distribute it across channels, measure the response, then…

BRANDS

From Tiles to Trends: How Brands Are Selling a Way of Life

A tile is rarely the hero of the story. Until suddenly it is.  Luxury fashion houses now design hotels. Carmakers build ecosystems. Sports brands are becoming…

BRANDS

Can a Newcomer Rewrite Luxury? MHERO’s Strategy to Win the GCC Premium SUV Buyer

The premium automotive category has long been defined by heritage, reputation and decades of brand equity. But as consumer expectations shift towards technology, experience and individuality,…

BRANDS
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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Beyond the Click: How AI Redefined Visibility

For years, digital visibility was simple: rank first, get the click. But walk into any boardroom across the Middle East today, and you will find leadership…

THE-VIEW

The Curiosity Economy is Coming for our Questions

By George Maktabi The Industrial Revolution had it easy. One name, coined once, and it held for two centuries. Steam, steel, factories. We knew what we…

AGENCIES

Saudi Arabia’s New Experience Economy: Why Brands Need to Think Beyond Attention

Saudi Arabia’s entertainment boom is entering a new phase. The question is no longer whether audiences will show up, it is how brands can create experiences…

BRANDS

Fuse MENA appoints Freddy Farhat to drive sports partnerships growth

Fuse MENA, the global sport and entertainment marketing agency, part of Omnicom Media, is stepping up its sports marketing ambitions with the appointment of Freddy Farhat…

AGENCIES

ChatGPT’s first Ads reveal who is seeing them—and what brands are selling

The first detailed study of advertising inside ChatGPT has found that lower-income users were more likely to be exposed to ads, while consumer goods dominated the…

INSIGHTS

The AI advertising boom is here. But why does so much of it look the same?

Artificial intelligence has made it possible to create advertising campaigns in hours rather than weeks. Brands can now generate images, videos, copy and multiple campaign variations…

INSIGHTS

Why copy-paste global campaigns no longer work in the Middle East

Social media use in the Middle East and North Africa is among the highest in the world, making it one of the most digitally engaged consumer…

THE-VIEW

Why retail media is becoming the GCC’s next advertising battleground

The next media platform marketers need to watch may not be a social network, search engine or streaming service, but the place where consumers stop for…

INSIGHTS

ADNOC Distribution launches UAE’s first retail media network for mobility retailer

ADNOC Distribution has launched Engage by ADNOC, describing it as the UAE’s first full-funnel retail media network operated by a mobility and convenience retailer, as the…

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