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Brands

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
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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Virtual Jeep convoys turn stuck gamers into connected communities 

Getting stuck is usually the moment a game grinds to a halt. ‘Rescue Squad’, created by Publicis Middle East for Jeep Middle East, turned that frustration…

NEWS

Saint Levant named Prada’s first Palestine-born brand ambassador

Prada has announced Palestinian singer-songwriter Saint Levant as its newest brand ambassador, marking a notable milestone for the Italian luxury house. The appointment makes him the…

BRANDS

Samsung launches UAE community initiative to promote creativity and active lifestyles

Samsung Gulf Electronics has launched a community-focused initiative across the UAE, partnering with local groups to encourage healthier, more active and creative lifestyles through its Galaxy…

BRANDS

TBWA\RAAD named to Fast Company Middle East’s Brands That Matter 2026 list

Advertising agency TBWA\RAAD has been named to Fast Company Middle East’s Brands That Matter 2026 list in the Advertising category, in recognition of its people-centric approach…

NEWS

It’s time for brands to create worlds, not campaigns

Nobody opens Instagram hoping to be ambushed by their favourite real estate promo. Nobody taps TikTok thinking, “I really hope a logistics company posted a cheeky…

THE-VIEW

Effie Awards Saudi Arabia honours Kingdom’s most effective marketing campaigns

The inaugural edition of the Effie Awards Saudi Arabia celebrated the Kingdom’s most effective marketing campaigns, brands, agencies, and industry leaders, recognising excellence in marketing effectiveness…

NEWS

Why brands no longer need human influencers

Brands have spent a decade building audiences on platforms they don’t own, through personalities they don’t control. The emergence of owned AI personas changes that equation…

INSIGHTS

Priyanka Chopra Jonas set to join Rolex as global brand ambassador: report

Actor Priyanka Chopra Jonas is set to be named the global brand ambassador for luxury watchmaker Rolex, according to a report by ADWEEK. The development is…

NEWS

Why consumers abandon brands during crises and what brings them back

Ilhem Allagui  Recovering from geopolitical crises is both psychological and economic, affecting consumers and businesses alike. During wartime, consumers’ sense of reality is affected and damaged.…

THE-VIEW
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