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Parody advertising is a double-edged sword. It can be pretty effective, but it can also backfire spectacularly. To understand what works and what doesn’t, Communicate spoke to Jaison Ben, Creative Director at Publicis Middle East, who was behind the campaign for Nescafe 3in1’s new packaging, unveiled earlier in the year. How to know when parody […]

Interested in the fast-growing gaming community in the region? Communicate spoke with Mathew Pickering, Managing Director at gaming and esports communications agency Power League Gaming, to break it down for you. What does PLG do, exactly? Power League Gaming connects brands with Arabic gaming and esports audiences, primarily across MENA, of which 30% of the […]

Neticenzy, a Dubai-based digital marketing agency with a focus on social media, recently won TikTok’s B2B account. Communicate had a relaxed chat with Fadi Khater, Founder & Managing Partner, to discuss this big win and more. Much more. Your PR announcing Netizency’s TikTok win does not read like the typical PR. It was kind of […]

Imad Jomaa, Founder and President of Lebanon-based holding company JGroup, explains how he sees programmatic in light of JGroup’s recent investment in FoxPush, a Dubai-based full-stack solution for publishers and digital advertisers. How fast is the programmatic ad market growing in the region and what is driving this growth? Programmatic advertising is growing rapidly across […]

Communicate sits with David Fregonas, Accenture Interactive lead, Middle East to learn more about the company’s latest brand move and their recent shift in operations to the cloud. What is the strategy behind this new initiative? We’re following the same advice we give our clients in this time of relentless change: act with great agility and […]

Zeina Estwany Barakat, CCO ME & Partner at Product of the Year, on how innovation can be sparked by chaos. Businesses simply cannot operate as they used to. What made an organization successful in the past will no longer be possible after the Covid-19 crisis. Considering where we stand today, a quote by Albert Einstein […]

TikTok For Business shares exclusive video tutorials with Communicate to help clients optimize the way they use the short-form video app’s new self-serve advertising tools, launched last July to empower small and mid-size businesses throughout the Middle East region. Campaign structure For starters, here is how TikTok’s Ad Manager organizes campaigns and assets on the […]

Fahad Ali, Founder and Creative Director of Broomstick Creative, explains how to use the grown-up video platform the right way. As more brands churn out video content by the minute, our timelines, feeds, and WhatsApp messages are bombarded with videos and animations that either capture our attention or make us skip them in a heartbeat. […]

Lara Hadjetian, Head of Employee Experience Practice at Edelman, talks about the potential of podcasts to communicate with employees within the context of the moment. As companies explore new ways to communicate with their employees, following and throughout the pandemic, how have podcasts increasingly become a new tool for internal communications? Covid-19 has no doubt […]

At the beginning of September, Snap Inc appointed Jake Thomas as the Head of UAE operations. This comes as the company rapidly expands its local partner ecosystem and seeks to deliver more opportunities to consumers and brands than ever before. Communicate spoke with Thomas to understand how he plans to grow the company’s vision in the […]

Marwa Kaabour, Head of Marketing & Corporate Communication at Al Masaood Group, on how digital innovations are driving auto dealership forward. The state of global affairs is changing, probably at a faster speed than what a speedometer could track. The future is uncertain, and many businesses are worried about where the road ahead leads. To […]

By Tariq Al Sharabi, MD at Cicero and Bernay Public Relations. Technological disruptions and digital progressions have impacted the world in ways that are complex and multifaceted. Consequently, all industries are facing a constant evolution. The communication and public relations (PR) sector is no different, with the field being in constant flux, always adapting, witnessing […]

Patrick Harris, VP-global agency development at Facebook, sat in an exclusive interview with Communicate to discuss how the social media giant is adapting to these challenging times. How did your system of agency partners develop? [Early on] we hadn’t yet figured out the role the ecosystem would play, how Facebook would invest to make sure […]

Global marketing and communications group Publicis announced the signing of a strategic partnership with internet giant Tencent earlier this week at the Viva Technology Paris, a leading event devoted to start-ups and innovation.   Tencent, operates popular social and media platforms in China, and this partnership is claimed to be the first of its kind […]