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,…
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…
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…
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…
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,…
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…
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…
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…
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…
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…
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…
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…
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…
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