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Ishwari Khatu

Walther Kranz's CEO Samet Özetci reflects on how the communications industry has evolved across MENA in 2025.

2025: A transformative year for the MENA comms industry

The Annual 2025

Campaign Middle East’s The Annual 2025 issue is out now

Creativity cannot thrive in a climate of fear, writes Liwa Content.Driven's Creative Director, Adham Abdullah.

What if to whatever: The cost of saying yes

Developed by Experience Abu Dhabi in collaboration with Ogilvy Paris’ AI.Lab and Memac Ogilvy UAE, the idea centred on reframing the T. rex as an AI influencer that can be engaged with.

DCT Abu Dhabi brings the T. rex to life on social

Nissan assistance service

Nissan launches “We’ve Got Your Ride” to spotlight assistance service

Transcorp International's Rodrigue Nacouzi shares how the supply chain itself becomes part of the customer experience as advanced logistics networks integrate real-time data, predictive analytics and AI optimisation.

MENA’s supply chain: A hidden catalyst of the next marketing era

Mobily

Mobily marks 20 years with new brand platform and positioning

Sandstone Media's Anand Rai shares how wellness is moving from a design feature to a marketing imperative for UAE real estate developers.

Why wellness is becoming a strategic differentiator in UAE real estate

Binance

Binance brings Web3 to the streets for Blockchain Week

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THE WORK

L'Oréal Paris used immersive experiences to launch their new product reflecting how Saudi Arabia's consumers are engaging with brands.

Why L’Oréal Paris chose experiences over traditional beauty launches in Saudi Arabia

House of Porsche returns with a wellness-led experience rooted in culture, community and local creative collaboration.

Featured Marketing The WorkJun 18, 2026

How House of Porsche evolved into a community platform, attracting 20,000+ guests

The Bukhash Brothers initiative was aimed to strengthen connections between local entrepreneurs, content creators and consumers.

Advertising Social Media The WorkJun 18, 2026

Bukhash Brothers spotlight UAE-grown businesses through creator community initivate

Lemon Mint music release, You Can’t Break Dubai is a bold and emotionally driven track that celebrates resilience, ambition, and spirit.

Featured Marketing The WorkJun 17, 2026

Lemon Mint unveils new anthem ‘You Can’t Break Dubai’

The Answer is Yas

Advertising Creative Digital Digital Featured Marketing Media News Social The WorkJun 16, 2026

Yas Island’s ‘The Answer is Yas’ campaign drives 441 per cent surge in package search

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