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Initiative Bayer

IPG’s Initiative claims major share of Bayer’s global media account

OOH Breakfast

Campaign announces OOH Breakfast Briefing 2026: Built For Impact

Engy Noureldin, Lead Strategist, Kijamii on strategy led by humans in marketing

Beyond personas: Why real strategy starts with human truths

Patrick Oppong, Associate Trading Director, MENA; Chris Gregory-Pasha, Senior Director Business Development, MENA; and Mansour Salame, Senior Director, Business Development, The Trade Desk.

The Trade Desk reveals three key appointments at its Dubai office

Majd Fakhry, Managing Partner at Melon Minds. on the human empathy in marketing

The human algorithm: Why empathy is the smartest growth strategy

Mohamed Al Ayed, CEO - TRACCS and Arne Mosselman, CEO - Ainigma

TRACCS, Ainigma partner to accelerate Gen AI adoption across the Middle East

From left, Hubert Boulos and Ramsey Naja, heads of independent agency Das Kapital at Wendy's

Wendy’s partners with Das Kapital to launch bold GCC campaigns

Nezo

Nezo Salt says ‘look before it’s too late’ with Pinktober campaign

courage

The courage to disagree

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THE WORK

Cannes Lions 2026 winners

Cannes Lions 2026 winners: Campaigns from the MENA region claim 20 Lions

Featured Marketing The WorkJun 25, 2026

Growdash unveils sonic identity with WithFeeling, turning restaurant chaos into branding

Rentify has launched BELONG, a UAE rental rewards programme allowing tenants to earn lifestyle experiences through on-time rent payments.

Featured Marketing The WorkJun 24, 2026

Rentify launches BELONG, turning rent into recognition for UAE residents

Lay's a

Advertising Creative Featured Marketing The WorkJun 24, 2026

Shantelle Nagarajan

Lay’s puts a Saudi twist on its global ‘No Lay’s No Game’ campaign

The Magrabi latest work brings together choose-your-own-adventure storytelling and distinct aspects of the Saudi life seen through the lens of four cultural figures.

Advertising Creative Featured Social The Work VideoJun 23, 2026

MAGRABI builds interactive ‘See Through Our Eyes’ campaign

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