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Creativity

AI isn’t the idea: Yohan Wadia urges creativity before technology

Artificial intelligence may be transforming advertising production, but marketers risk losing sight of what makes a campaign effective if they allow the technology to dictate the…

COMMUNICATE-AI-HUB

What is AI actually getting wrong in regional creative?

Start with the ad everyone actually remembers, because it makes the sharpest possible case that the industry keeps blaming the wrong culprit. In December 2025, McDonald’s…

COMMUNICATE-AI-HUB

Is AI replacing creativity — or redefining it?

Every creative revolution arrives with the same anxiety: if machines can do what humans do, what happens to the humans? Generative AI has revived that question…

INSIGHTS

Dubai Lynx Rolls Out the Red Carpet for MENA’s Creative A-List: Meet the Names Powering Creativity Week 2026

Dubai Lynx has unveiled its speaker line-up for Creativity Week 2026 — a two-day content programme at Dubai Media City Courtyard on 6–7 October, staged in…

NEWS
Branded

Communicate GCC Agency Salary Survey

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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Cannes Lions 2026: Creativity emerges as key brand differentiator in AI era

Creativity has become the defining competitive advantage for brands navigating rapid technological disruption, with the 2026 Cannes Lions International Festival of Creativity concluding that original ideas…

INSIGHTS

Is creativity in the Middle East drowning in ‘Slop’? Industry leaders think so

Ian Akerman Creativity is one of those words that is simultaneously meaningless and indispensable. Endlessly invoked, vaguely defined, yet still treated as the industry’s highest currency. …

INSIGHTS

Day One of Cannes Lions 2026: Human creativity takes centre stage

Communicate wrapped its first day of coverage at the 73rd Cannes Lions International Festival of Creativity on Monday. The recurring theme of the day, whether anyone…

CANNES-LIONS

Creativity, awards and the new effectiveness debate

For decades, the advertising industry treated a Cannes Lions trophy as shorthand for marketing success. Winning meant a campaign had not only impressed peers creatively but…

CANNES-LIONS

The End of the Solo Creator? 

In the context of the ‘Creator Economy’, Creativity 3.0 is deeply impacted by Generative Artificial Intelligence (GenAI), large language models (LLMs), and highly personalized, data-driven experiences.…

NEWS

Gulf tech marketers say AI boosts efficiency, but creativity still drives brand edge

Nearly half of technology marketers and communications professionals in the United Arab Emirates and Saudi Arabia say artificial intelligence is improving efficiency, but that creativity, storytelling…

NEWS

From Hype to Hard Truths: The Trends That Will Redefine Marketing in 2026

Sarah Maina If 2025 has taught marketers anything, it’s that telling the difference between hype and real transformation is becoming a survival skill. At the start…

THE-VIEW

WARC: The Age of Average is Upon Us

Among the plethora of buzzwords and trending concepts - the 'age of average' emerges as one synonymous with the death of distinctiveness. It addresses the ubiquitous…

NEWS

TikTok Bolsters Creative Bravery at Cannes Lions 2024

In the last year, entertainment has fundamentally shifted and consumers have more choice and freedom than ever before. TikTok as a platform has proved how the community is…

NEWS
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