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The new rules of FMCG creativity: Why relevance is the real driver of growth

Across the consumer goods industry, senior marketers were asked the same question: In an attention-fragmented market, what actually defines ‘effective creativity’ for FMCG today: reach, relevance,…

CANNES-LIONS

MENA’s $650bn CPG and FMCG push toward 2030

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…

CANNES-LIONS

UAE shoppers redefining FMCG buying habits, says new study

Consumer behaviour in the UAE’s fast-moving consumer goods (FMCG) sector is increasingly being shaped by shopper mindsets rather than traditional demographic factors such as nationality or…

NEWS

CMOs call for simplicity and long-term focus at ABG Forum

The Advertising Business Group (ABG) has held its inaugural CMO Forum, bringing together senior marketing leaders for closed-door discussions on one of the sector’s most pressing…

NEWS
Branded

From Homepage to Doorstep: How Lenovo’s Omnichannel Campaign with Amazon Ads Drove Success During Peak Shopping Season

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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UAE’s new price tracker puts FMCG giants under the microscope

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,…

CPG-FMCG

Why winning in Egypt starts long before the campaign

Egypt’s FMCG market does not behave like a textbook case. It behaves like a living system: fast-moving, unpredictable, and shaped as much by resilience as by…

CPG-FMCG

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

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…

CPG-FMCG

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

In search of performance

Why FMCG growth still depends on memory, attention, and long-term brand building—not dashboards alone. I started my career in the 90s working with the Harvard of…

INSIGHTS

The 2026 playbook for FMCG crisis marketing

Ad and PR agencies are suddenly finding themselves having to defend brand equity, product pricing and sales targets in a volatile environment with unpredictable outcomes. By…

NEWS

FMCG brands rethink strategy as Middle East crisis deepens

The 2026 Iran crisis is not just a geopolitical event. It is a structural stress test for the region’s retail marketing and communications industry, writes Hadi…

CPG-FMCG

RIP Google Search bar

Google has ceded its power for initial product discovery to a trio of social search platforms: YouTube, TikTok, and Instagram. By Hadi Khatib Three in 10…

NEWS
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