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Marketing

PUMA and AL-HILAL Bet on UV Ink to Make Brand Loyalty Glow in the Dark

PUMA and Saudi football giant AL-HILAL have unveiled their 2026/27 third kit, and the standout feature isn’t the cut or the colorway — it’s the chemistry.…

BRANDS

The Karama test: is your strategy a real Hermès or a market knockoff?

When I first moved to Dubai, I was goggle-eyed at the luxury brands on display. Okay, I was spending most of my time in DIFC, the…

THE-VIEW

The GCC Back-to-School Playground Has Changed And Here’s What Brands Figured Out.

Inside Nissan Middle East’s offices this August, a group of employees’ children sat down with crayons and markers and were asked one question: what does back…

BRANDS

The Gulf Has the World’s Attention. Now It Must Create the Experience

Bringing the world’s biggest events to the Gulf was the start. The bigger prize is using storytelling, broadcast and technology to make the millions who never…

THE-VIEW
Branded

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

From Homepage to Doorstep: How Lenovo’s Omnichannel Campaign with Amazon Ads Drove Success During Peak Shopping Season

By Communicate Staff
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From Tiles to Trends: How Brands Are Selling a Way of Life

A tile is rarely the hero of the story. Until suddenly it is.  Luxury fashion houses now design hotels. Carmakers build ecosystems. Sports brands are becoming…

BRANDS

Beyond the Click: How AI Redefined Visibility

For years, digital visibility was simple: rank first, get the click. But walk into any boardroom across the Middle East today, and you will find leadership…

THE-VIEW

SOCIALEYEZ Welcomes UAE Space Agency as New Client

SOCIALEYEZ has welcomed the UAE Space Agency as a new client, strengthening its growing presence across the government, technology, space and innovation sectors. As part of…

AGENCIES

The Curiosity Economy is Coming for our Questions

By George Maktabi The Industrial Revolution had it easy. One name, coined once, and it held for two centuries. Steam, steel, factories. We knew what we…

AGENCIES

Same Table, Different Rules: What It Takes to Earn Trust Across Four Generations

Food has never been just food. What we bring to the table says a lot about who we are and where we come from. Sometimes it’s…

THE-VIEW

Why Gaming Is Becoming the Next Frontier for Brand Engagement

For marketers, gaming represents one of the biggest shifts in audience behaviour: the move from passive attention to active participation. As younger audiences increasingly expect brands…

BRANDS

The Battle for Mobility Is No Longer About the Car

For years, mobility brands competed on fleets, availability and price. But as consumer expectations evolve, the real battleground is shifting from the vehicle itself to the…

BRANDS

Fuse MENA appoints Freddy Farhat to drive sports partnerships growth

Fuse MENA, the global sport and entertainment marketing agency, part of Omnicom Media, is stepping up its sports marketing ambitions with the appointment of Freddy Farhat…

AGENCIES

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
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