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CPG

CPG: Five key trends reshaping consumer markets in 2026

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…

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AI hype vs CPG hopes

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…

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Packaging choices quietly drive consumer decisions: Chandon

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…

CPG-FMCG

The AI apocalypse and adtech reshapes Gulf marketing decision making

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…

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Branded

Ariel drives 30% sales growth with Amazon Now campaign in UAE

By Communicate Staff

Spotify gives artists power to block misattributed tracks in new beta feature

By Communicate Staff

IKEA turns store strolls into rewarding steps

By Communicate Staff

TOD gears up for FIFA World Cup 2026 streaming across MENA

By Communicate Staff
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Design creative systems, not one-off campaigns, says Candace Braganza

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…

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CPG’s search for instant omnichannel gratification

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…

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GCC CPG marketing shifts from reach to revenue accountability

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…

THE-VIEW

Strong global brands don’t dilute when they localize: Astha Sirpaul

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…

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Only an idea that solves a business problem gets funded: Fred Roberto

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…

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From reach to relevance: the rise of data-driven commerce in Gulf

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…

INSIGHTS

Reach to revenue: Rise of the creator commerce

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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Modern Gulf consumer: Hyper-connected, value-hungry, hard to hold

In boardrooms across the United Arab Emirates and Saudi Arabia, CRM has become both a promise and a pressure point. Dashboards glow with first-party data. Loyalty…

CPG-FMCG

The massive CPG advertising shake-up as AI rewrites rules

Over several past decades, TV and even the big screen were the media that captured most of our attention as consumers. Huge budgets were lined up…

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Trends
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