Leading brands are breaking campaigns into moments, blending employee and creator-driven content, and building agile ecosystems that deliver relevance, credibility, and cultural resonance. In…

As AI reshapes media planning across MENA, Zenith sees the real opportunity in shifting how growth is planned and measured. Toseef Butt, business director…

MENA’s cultural depth and government backing give platforms room to scale creator ecosystems responsibly, writes Hoda Rizk. Behind the creators who appear on our…

Brands are investing in creator commerce teams, partnerships, and services that translate attention into measurable purchases—creating jobs not only for creators but also for…

While fashion and entertainment dominate globally, the GCC has its own flavor. Lifestyle and travel, alongside fashion and beauty, are leading categories, reflecting the…

UAE digital lender Wio Bank has launched the country’s first bank account designed specifically for content creators, underscoring the Gulf state’s push to formalize…

Creators are increasingly prioritising brand quality and shared values over budgets when choosing partnership opportunities, according to new research cited by EMARKETER. A July…

Industry insiders say the initiative has attracted only around 1,000 creators so far—barely 10 percent of its goal. Abu Dhabi’s new Bridge Summit, which…