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Podcast Advertising Has “Earned Its Seat” in MENA. So Why Hasn’t the Budget Followed?

For years, podcast advertising in the Middle East was treated the way most new media is treated: sampled, not committed to. That’s changing fast — and…

INSIGHTS

Has OpenAI’s Rough Year Actually Cost It Trust in the GCC?

OpenAI had a strange kind of month. On August 31st, the company switched on self-service ChatGPT ads across 31 European markets, India and MENA, the same…

COMMUNICATE-AI-HUB

Are we designing experiences for people or algorithms?

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…

THE-VIEW

The Discount Is Dead. Long Live the Narrative.

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…

BRANDS
Branded

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

From Homepage to Doorstep: How Lenovo’s Omnichannel Campaign with Amazon Ads Drove Success During Peak Shopping Season

By Communicate Staff
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SOCIALEYEZ Adds Two More Wins to Its Saudi Arabia Roster

SOCIALEYEZ isn’t slowing down in the Kingdom of Saudi Arabia. The Middle East creative agency has landed two new client partnerships in Saudi Arabia: Mueen Business…

AGENCIES

Two Dubai Founders Think the Next Wave of AI Brands Will Be Built on One Very Specific Problem

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…

BRANDS

FIX Dessert Chocolatier Is Handing the Mic to 10 UAE Creators: No Follower Count Required

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…

BRANDS

Luma AI to Launch Full Arabic Interface for Its Creative Platform

Luma AI is localizing its entire Luma Agents platform into Arabic, not just prompts and outputs, but the full interface: navigation, menus, workflow tools. Announced at…

NEWS

What Is the Consumer of the Future Buying?

By Mazen Nahawi Somewhere between the funnel graphics we still draw in strategy decks and the way people actually decide what to believe, buy and support,…

THE-VIEW

Omnicom Media Officially Launches Hearts United, a New 40-Market Global Network

Omnicom Media has officially launched Hearts United in MENA, combining its Hearts & Science and Mediahub networks into a new 40-market media agency. Hearts United debuts…

AGENCIES

The GCC Back-to-School Playground Has Changed And Here’s What Brands Figured Out.

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…

BRANDS

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

How a 7,500-Name Email List Saved a Dubai Soap Brand When Tourism Slowed Overnight

The number that should stop every CMO mid-scroll isn’t 22,500, the bars of soap; it’s 95. That’s the percentage of revenue The Camel Soap Factory lost…

BRANDS
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