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Becoming the content

MBC Media Solutions’ Hicham Fakhoury explains the evolution of brand integration

In today’s fast-paced media landscape, brands are seeking deeper and more engaging ways to connect with consumers.

No longer satisfied with merely being featured in content, brands are striving to become the content itself, embedding their narratives deeply within the stories they tell. By becoming content creators, brands can exercise complete control over their narratives, ensuring that every piece of content aligns with their values, mission, and messaging.

At MBC Media Solutions (MMS), we’ve noticed a significant trend, especially in Saudi Arabia, where clients approach us to ideate, create, and produce bespoke shows that carry their brand’s DNA from start to finish.

These b


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Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.