The Middle East and North Africa FMCG sector is accelerating into a new growth cycle, but rising consumer expectations, inflationary pressure, and digital disruption are redefining…
The UAE Ministry of Economy and Tourism’s launch of the “Essential Goods Prices Platform” is expected to increase pressure on consumer goods companies across the Gulf,…
The consumer packaged goods (CPG) industry faces its most significant restructuring in decades. What began as pandemic-induced disruptions has crystallized into fundamental shifts in how products…
Consumer packaged goods companies are accelerating AI adoption across media, logistics, and forecasting, but measurable financial returns remain uneven, leaving marketers balancing strong efficiency gains with…
In crowded CPG markets, small product decisions often matter more than big campaigns. In an interview with Communicate, Pierre Chandon, Professor of Marketing and The L’Oréal…
If the first wave of CPG performance marketing in the Gulf was about discovering intent, the next wave is about delegating decisions. In Saudi Arabia and…
Build human-first content, rethink creator commerce, design for conversion, and embed culture, says Candace Braganza, Founder of Sculpt25, as CPG creativity evolves. In an interview with…
A new trend is brewing in retail media. Undoubtedly aided by the emergence of artificial intelligence, advertisers are today looking beyond traditional linear sales methods like…
For years, CPG marketing in the GCC ran on a predictable formula: build mass awareness on TV, reinforce with digital, and rely on in-store visibility to…
Decode discovery, rethink loyalty, simplify omnichannel, and humanize AI, says Astha Sirpaul, Head of Strategy, TBWA. In an interview with Communicate, she explains how brands must…
Fred Roberto, Executive Creative Director at TBWA, explains why the most powerful creative ideas in CPG today are the ones engineered to stretch, sell, and survive…
Data-driven commerce, social buying and dynamic pricing are redefining how CPG brands win in the Gulf’s mobile-first markets. For decades, the consumer packaged goods (CPG) industry…
Influencer and creator marketing has transitioned from an experimental tactic aimed at delivering brand awareness for products and services to a strategic performance channel. Previously, established…
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