L’Oréal has developed a new measurement framework with Meta to better quantify the business impact of creator and influencer marketing, addressing one of the industry’s biggest…
AI or virtual influencers are synthetic creators, pure bot material that look impossibly human, that have evolved into commercially viable media assets. They are intellectual property…
The Marketing + Media Alliance MENA (MMA MENA) has released the region’s first standardized framework for influencer marketing, introducing unified benchmarks for pricing, valuation, and campaign…
Influencer and creator marketing has transitioned from an experimental tactic aimed at delivering brand awareness for products and services to a strategic performance channel. Previously, established…
As Iranian missile and drone attacks rattled parts of the Gulf, social media across the region has become a space for reassurance, solidarity and resilience. On…
When the rocket sounds first pierced the Dubai night, Louise Starkey did what she has built a career on: she turned on her phone camera. “I’m…
In the age of the creator economy, brands are rethinking who truly drives impact—celebrities with global recognition or influencers with deeply engaged communities. While celebrities still…
Transparency emerges as one of the strongest expectations: about 73 percent of respondents agree that brands and creators should clearly disclose when AI is used in…
MENA’s cultural depth and government backing give platforms room to scale creator ecosystems responsibly, writes Hoda Rizk. Behind the creators who appear on our feeds every…
While fashion and entertainment dominate globally, the GCC has its own flavor. Lifestyle and travel, alongside fashion and beauty, are leading categories, reflecting the region’s focus…
Brands will pair first-party data gleaned directly from customers with creator audience micro-segments, content preferences, and engagements to craft bespoke experiences. Creator-curated bundles will be personalized…
Content creators and advertisers operating in the UAE have until January 31, 2026 to obtain the mandatory Advertiser Permit, failing which they could face fines of…
Community conversations are now beating traditional search. The question is: Are brands truly listening? Consumers no longer begin their discovery journeys on Google. As screen time…
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