Marketing with empathy: How brands can navigate strategy in the Gulf during geopolitical tensions
As geopolitical tensions linked to the Iran conflict reshape the Middle East’s economic and psychological landscape, brands operating in the Gulf Cooperation Council (GCC) face a…
INSIGHTS
We are seeing a shift towards value-based consumption: Olfa
In an interview with Communicate, Olfa Messaoudi, Chief Digital Marketing Officer at L’Oréal, shares how the beauty giant is engineering precision-driven campaigns for the GCC’s fiercely…
BRANDS
GCC CPG marketing shifts from reach to revenue accountability
For years, CPG marketing in the GCC ran on a predictable formula: build mass awareness on TV, reinforce with digital, and rely on in-store visibility to…
THE-VIEW
