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Brands

At Cannes Lions, TikTok brought marketers back to what actually works

At a festival obsessed with the future, TikTok invited marketers to revisit something much older: the fundamentals. While Cannes Lions 2026 was dominated by AI announcements,…

BRANDS

Beyond the social sprint: What MENA brands can learn from the new rules of social-first marketing

Social has become one of the fastest ways for brands to connect with audiences, creators, and culture across MENA. From creator partnerships and short-form video to…

AGENCIES

MENA’s $8.2bn digital ad economy signals a deeper shift in how brands buy attention

The most revealing number in the latest MENA advertising data may not be the $8.185 billion spent on digital advertising in 2025. It is the fact…

INSIGHTS

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
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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Why great ideas die before they reach the customer

I once sat in a marketing review and watched a strong idea become a forgettable one. No one rejected it. The senior leader looked unconvinced, and…

THE-VIEW

Cannes Lions 2026: Creativity emerges as key brand differentiator in AI era

Creativity has become the defining competitive advantage for brands navigating rapid technological disruption, with the 2026 Cannes Lions International Festival of Creativity concluding that original ideas…

INSIGHTS

Why some 130-year-old brands are winning while new ones struggle

In today’s marketplace, relevance can often feel fleeting. Consumer preferences evolve rapidly, technology transforms the way we shop, and trends emerge and disappear faster than ever…

THE-VIEW

The Ronaldo Effect: Athletes shape brands, markets, and consumer choices today

By Graham Manville and Ekaterina Koll Cristiano Ronaldo—five-time Ballon d’Or winner and the most-followed athlete on Instagram—has become a vivid example of how athletes can shape…

THE-VIEW

Why food delivery brands are becoming entertainment platforms 

Food delivery platforms are no longer just competing on speed and convenience. Increasingly, they are looking for ways to become part of consumers’ lifestyles, tapping into…

INSIGHTS

Why cultural authenticity gives brands a competitive edge

Rashid Gargash For years, brands have competed on the familiar pillars of price, convenience, and product innovation. Today, however, consumers – particularly younger generations – are…

THE-VIEW

Beyond points and discounts: How regional brands are building emotional loyalty

Adam Whatling For years, loyalty programs across the region operated on a simple formula: spend more, earn more. Points, vouchers, cashback, and discounts became the currency…

THE-VIEW

By 2030, brands won’t control their message, says Ethan Wright

Artificial intelligence is making content easier than ever to create, but trust and genuine human connection are becoming increasingly difficult to earn. In this interview, Ethan…

INSIGHTS

Consumer hesitation is brands’ biggest untapped opportunity: study 

 The moment consumers pause before making a purchase is not a sign of indecision but an intentional act of self-regulation, according to a new global behavioural…

BRANDS
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