consumer behaviour

Why ‘delicious’ isn’t enough: Inside KFC Middle East’s culinary identity

KFC Middle East CMO Ahmed Arafa and CHUCK Studios’ Olaf van Gerwen make the case for a culinary identity: a set of ownable food codes built…

NEWS

The GCC consumer is changing. Are brands keeping up?

For marketers in the Gulf, understanding the consumer is becoming more complicated. A shopper may be hunting for discounts on groceries, paying a premium for a…

INSIGHTS

Malls Stopped Selling Back-to-School. Now They’re Staging It.

Back-to-School used to be a mall’s easiest sell: put the whole list under one roof, run a discount, wait for parents to walk in. This year,…

NEWS

Splurge or Save, Never Both: UAE & KSA Shoppers Are Living a Double Life

Shoppers in the UAE and Saudi Arabia are living a double life — one where they’ll happily splash out on the newest gadget or premium brand,…

INSIGHTS

Branded

Trends

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Why ‘delicious’ isn’t enough: Inside KFC Middle East’s culinary identity

The GCC consumer is changing. Are brands keeping up?

Malls Stopped Selling Back-to-School. Now They’re Staging It.

Splurge or Save, Never Both: UAE & KSA Shoppers Are Living a Double Life

Communicate GCC Agency Salary Survey

Transparency in the storm: How the GCC managed crisis communication

Ounass expands into physical retail activations with Stage

Aramco remains Middle East’s sole entrant in Kantar BrandZ global top 100