Search Results for : Cinema

Communicate explores the world of ASMR, one of the Internet’s strangest audio-based trends, and looks at how brands are cashing in on it.

The lockdown has introduced a new generation of gamers. In fact, it is being said that there are now as many gamers as there are people who watch TV. That can only mean one thing: brands now have a new potential audience group they can reach. But brands and advertisers need to first understand more […]

Emirates Nation Brand’s Khaled AlShehhi explains how the Emirates developed a unique campaign that celebrates the historic Hope Probe launch. At 1.58 am on June 20, the world heard for the first Arabic countdown ever, marking the launch of the Hope Probe, the first Arab interplanetary mission that will reach Mars orbit in approximately 200 […]

Katie Streten, Experiential Strategy Director at Geometry MENA, explains how experiential is an opportunity for greater connection. The current situation has CMOs in a bind. They are fully aware of the need to engage consumers and customers across multiple channels, and they are also aware of the benefits brought by those different channels. In other […]

Group M releases their mid-year report for the MENA region, which forecasts the future of spending in the region’s media industry for the remainder of 2020 as well as 2021. In 2019, MENA advertising spend declined by 5.8%. This year, the number is expected to reduce even further as the industry faces a dual-shock from […]

How Covid-19 is changing the business and the industry at large, according to Group M MENA’s Chief Executive Officer. How is the Covid-19 crisis reshaping the marketing and advertising industry in MENA? The time has come to ‘re-optimize’ everything from brand purpose, positioning, company structures, processes and growth strategies. Consumers have become far too picky and […]

Rajat Kaura, Head of Creative Strategy at Radix Media MENA, explains how mindfulness can increase a brand’s share of voice thanks to its relevance and impact on the consumer’s life.  Jack Kornfield, American author and Buddhism practitioner, once told a tale of his Buddhist master out on a walk with his students. They came across […]

International marketing intelligence service, WARC releases the Global Ad Trends report which highlights the impact of Covid-19 on ad investment in 2020. According to the report, advertising spend is projected to be $563bn for 2020. This is a steep decline from earlier forecasts, which predicted a rise in spending by 7.1% to $660bn. The decline is […]

Hanin Hamade, Manager, Data Sciences Practice – Publicis Media, explains why and how brands should keep an eye on the booming social media chatter around the pandemic. It is no secret that 2020 has been off to a rocky start. Conversations around covid-19 have no border and are not siloed to specific audiences; we see […]

“There is an evolution happening in our business,” says Bill Fordyce, CEO of Backlite Media, one of the leading outdoor advertising companies based in Dubai. With a global digital takeover,  Communicate got a chance to chat with Fordyce, to understand how a traditional medium like OOH is faring in this new environment. What is the status of […]

Majid Al Futtaim’s Acting Chief Corporate Development Officer Joe Abi Akl and Head of Business Analytics Guillaume Thfoin share examples of how data & analytics drive results.

Majid Al Futtaim’s Head of Business Analytics Guillaume Thfoin explains how data became a key component of the group’s innovation strategy.

Hamish McPharlin, head of Insights at BBC Global News, says that, understood and used the right way, data can fuel creativity. If there is something that media companies are not lacking in, it is data about their consumers. With the rise in connectivity and an ever-increasing connected user base, we know about our audiences more than […]

Serviceplan Group Middle East has a new executive creative director. Akhilesh Bagri began his career in advertising 15 years ago, and he hasn’t looked back since. Today, he plays a key role at Serviceplan Group Middle East. We had a chat with him about his journey in the business, where he finds inspiration and his […]

We asked the professionals in the industry: which city is the most creative? Christopher Ghorayeb, Associate creative director at TBWA/RAAD “Beirut, and I’m not only referring to the creative industry, but to the people themselves. Their inherent ability to transform every problem into an opportunity, is where their creativity lies. With all the challenges they face […]

By Kashmira Motiwalla Successful brands and retailers know that customer loyalty is invaluable. Earning and building loyalty has been a retail priority for decades, growing into its own mini-industry.  Loyalty done well can be transformative. According to retail company Bluecore, repeat customers generate 40 percent of retail revenue; on average, they are 130 percent more […]