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Longevity economy set to reshape GCC consumer behaviour and brand strategies 

Marketing has spent decades treating age as destiny. Consumers are divided into generations and targeted according to assumptions about what people in their twenties, forties or…

THE-VIEW

Data is the new currency: Why out-of-home is finally growing up in the GCC

For decades, out-of-home(OOH) was advertising’s blind spot, the one channel every brand insisted “worked” and no CMO could actually prove. You bought the biggest board on…

INSIGHTS

Leading in the AI era: Why emotional intelligence matters in marketing

The marketing industry is not short of conversations about AI. Generative tools, automated campaigns, predictive analytics, and AI-driven personalization, the disruption is real, the pace is…

THE-VIEW

Inside luxury’s $12.8 billion GCC strategy: Sell less fantasy, more truth

In July 2026, three of the world’s most storied luxury houses—Tiffany, Valentino, and Chanel—launched campaigns that abandon the language of aspiration in favor of emotional truth.…

INSIGHTS
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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The accidental selfie that became the GCC’s hottest marketing trend

Blurry selfies, fingers covering the camera lens and awkward close-ups have replaced polished campaign visuals on the Instagram feeds of some of the Gulf’s biggest brands.…

NEWS

GCC growth 2.0: When trust becomes the only real currency

Across the GCC, marketing is entering a new operating system—one where confidence is fragile, consumers are sharper, and growth is no longer guaranteed by spend alone.…

INSIGHTS

Why retail media is becoming the GCC’s next advertising battleground

The next media platform marketers need to watch may not be a social network, search engine or streaming service, but the place where consumers stop for…

INSIGHTS

Why residents, not tourists, will define summer 2026

When I look at Dubai this summer, I don’t see a city holding its breath. I see a city settling into the idea that this is…

THE-VIEW

Katch International wins Hong Kong Tourism Board GCC communications mandate

Katch International has been appointed by the Hong Kong Tourism Board (HKTB) Middle East office to lead its public relations and social media activities across the…

NEWS

Why the GCC is becoming a launchpad for global startups

Keila Doyle For years, the prevailing wisdom in boardrooms and agency briefs has been the same: the Gulf is a market you enter, not a place…

THE-VIEW

The new value consumer: How inflation is redefining retail choice in the GCC

Nancy Nese Ozbek Across the GCC, retail is undergoing a quiet but fundamental transformation. While headlines often focus on macroeconomic resilience and record tourism numbers, the…

THE-VIEW

97% of marketers use AI, yet most consumers still prefer human-made ads

Artificial intelligence has become virtually inseparable from modern marketing, with 97% of marketing leaders now using AI in their daily creative work and 99% planning to…

INSIGHTS

Zefr expands partner network across Türkiye, GCC and Egypt

AI-powered brand safety and suitability platform Zefr has expanded its strategic partner network across Türkiye, the GCC and Egypt through new partnerships with Black C Media…

NEWS
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