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influencer

TBWA report finds trust in influencers under pressure

Being hard to influence is now more aspirational than being an influencer, according to a new report from TBWA’s cultural intelligence unit Backslash, as growing skepticism…

NEWS

Why GCC CPG brands may need to rethink the mega-influencer premium

As influencer marketing expands across the Gulf, the growing emphasis on reach may be giving way to a more performance-led approach centred on engagement, relevance and…

INSIGHTS

Influencer marketing moves beyond follower counts. What it means for MENA brands

Influencer marketing is entering a more fragmented and culturally nuanced phase, with brands increasingly looking beyond follower counts and headline engagement rates to find creators who…

INSIGHTS

Unilever automates creator marketing as influencer network grows to 300,000

Unilever is increasingly relying on automation and artificial intelligence to manage its rapidly expanding creator marketing programme, as the consumer goods giant scales its global influencer…

INSIGHTS
Branded

Communicate GCC Agency Salary Survey

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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Legal implications of influencer marketing, digital content in UAE

The rapid growth of influencer marketing and digital content has fundamentally transformed the way brands connect with consumers. What was once driven by traditional advertising channels…

THE-VIEW

Reach signs influencer Tasnim Zeitoun to strengthen talent roster

Reach, a Dubai-based 360-marketing company, has announced the signing of German-Arab influencer Tasnim Zeitoun to its talent division, as part of efforts to expand its network…

NEWS

As creator economy reaches inflection point, GCC must rethink strategies

By Hoda Rizk In 2021, brands globally invested $13.9 billion in creator partnerships. By 2025, that figure will reach $37 billion—growth that outpaces the broader media…

INSIGHTS

Joy Awards: At 14, Saudi teen Rateel Alshehri makes history as youngest winner of “Favorite Female Influencer’ in the Arab world

14-year-old Saudi youth icon and social media trailblazer Rateel Alshehri has made history by becoming the youngest ever winner of the ‘Favorite Female Influencer’ award at the prestigious Joy Awards. Her groundbreaking…

NEWS

X Revamps Creator Payouts, Announces $1 Million Reward for Top Article

Elon Musk-owned social media platform X has unveiled a revamped monetisation model for content creators, including a $1 million reward for the top-performing article, as it…

NEWS

Eslam Al Toom to head influencer marketing practice at Media Mantra

The firm has built its presence in the UAE over the past few years and recently began strengthening its network in Saudi Arabia. Media Mantra Consulting…

NEWS
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