Search Results for : Science

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 […]

Last August, integrated advertising platform Adform announced the launch of its first-party ID solution, aimed at providing a way around the recent restrictions planned around third-party cookies. CTO Jakob Bak explains how it will work and why the industry needs to pay attention.  For some industry players, Google’s decision to phase out third-party cookies (and […]

Since it first unveiled its sonic identity in February 2019, Mastercard has been at the forefront of sonic branding. In an exclusive interview, global CMO Raja Rajamannar tells Communicate about the ins and outs of this strategy. What is a sonic brand, in your definition? A brand is nothing but an embodiment of the values, […]

Elias Karam, Strategic Planner at Publicis Middle East, explains why you should tap into lighthearted communications in times of crisis, and how to avoid blunders doing it. One of the quotes I found to ring most true in times like these is by Benjamin Franklin: “While we may not be able to control all that […]

Gaming has become one of the most profitable entertainment spaces in recent years but brands in the region have yet to dig into it. Why? Haven’t you heard? Since last September, French couture powerhouse Louis Vuitton has been designing outfits for Riot Games’ free-to-play video game League of Legends’ virtual characters. What’s more, Louis Vuitton […]

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 […]

Launching an app is great. Getting people to use it again and again is a different story altogether. Ayat Mohammed, Media Planning Manager at Hearts & Science, explains how to overcome this challenge. According to former product leader at Facebook, SC Moatti, “to build products that people love, you have to build products that are […]

Mastercard has been shaking things up, first in 2016 by releasing its first new logo in two decades, and then in 2019 with the launch of its sonic brand – a “transaction sound” that can be heard when users check out. Beatrice Cornacchia, SVP Marketing and Communications MEA at Mastercard, sat with Communicate to explain […]

Nadim Karam, Senior Director – Planning at Hearts & Science, explains how blockchain brings scalable trust to the digital marketing industry. It is no secret that the digital marketing ecosystem is riddled with complexities and inefficiencies. In fact, fraud and waste within digital marketing have been doubling every two years on average, and there are […]

KFC launches an innovative blockchain program for its digital advertising and media buying, making it the first QSR (Quick service restaurant) brand in the region to do so. Communicate got a chance to speak with Ozge Zoralioglu, Chief Marketing Officer at KFC, to learn more about this new step, and what it means for the digital media buying […]