There’s a moment in almost every brief now where the conversation quietly changes. It usually happens right after the client has finished describing what they want…
Every Back-to-School campaign in the GCC this year has a discount attached to it. That part hasn’t changed. What has changed is how hard brands are…
When recently Ford unveiled “Ready Set Ford” at the Liwa International Festival, it wasn’t just launching a campaign — it was testing whether a global platform…
For decades, advertising and marketing operated around a simple constraint: making things took time, money and people. That constraint is disappearing. Generative AI can now produce…
As influencer marketing expands across the Gulf, the growing emphasis on reach may be giving way to a more performance-led approach centred on engagement, relevance and…
Every AI founder will tell you their product is different because of the model underneath it. Zainab Imichi Alhassan and Sarah Curtis, the Dubai-based founders of…
Influencer marketing is entering a more fragmented and culturally nuanced phase, with brands increasingly looking beyond follower counts and headline engagement rates to find creators who…
Forget the media kit. FIX Dessert Chocolatier, the brand behind the Dubai chocolate bar that broke the internet, is opening its HQ doors to 10 UAE…
Global luxury brands are expanding their presence in Saudi Arabia as rising domestic demand, tourism and the Kingdom’s investment in retail, hospitality and entertainment create new…
Inside Nissan Middle East’s offices this August, a group of employees’ children sat down with crayons and markers and were asked one question: what does back…
OpenAI has opened ChatGPT to advertising in India, marking a significant step in the company’s push to monetise one of the world’s most widely used AI…
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,…
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…
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