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Melanie de Souza, Executive Director, Destination Marketing, Royal Commission for AlUla (RCU)

Addressing Saudi challenges, focusing on the priorities

Kerry Healy, Chief Commercial Officer, Accor Premium, Midscale and Economy – MEAAPAC on loyalty

Building loyalty beyond transactions

Hamada Higgy, Head of Marketing, Barn’s on esports marketing

Has esports reshaped marketing?

Organisational alignment for long-term brand growth

RAKEZ’s Ahmad Numan reveals the hidden business-to-machine (B2M) strategy reshaping marketing in an era ruled by algorithms and AI.

Marketing to machines

Lynn Al Khatib, Vice President of Communications at Chalhoub Group.

Show, don’t tell. Feel, don’t listen. Less is more.

Bashir Mraish, Corporate Communication Director, Zain Iraq on influencing Iraqi consumers

Future of Iraqi influence: Emotional resonance and authenticity

Experiences – not just events: The new language of sports marketing

Sephora

Sephora Middle East sponsors AlNassr Women’s Football Team

THE WORK

Heinz Ketchup

Heinz Ketchup Zero sees market share rise with talking fridge activation

Emirates Development Bank Livingroom documentary

Advertising Creative Featured Marketing The WorkDec 4, 2025

Shantelle Nagarajan

‘Every dirham tells a story’ in Emirates Development Bank’s docu-film

FCB, Intuit Quickbooks campaign celebrates power of humans and AI

Advertising Creative Digital Featured Marketing Media The WorkDec 3, 2025

FCB, Intuit Quickbooks campaign celebrates power of humans and AI

Doux Chicken Hashtag Contatious

Advertising Creative Digital Featured Marketing Media The WorkNov 28, 2025

Saudi Arabia’s Doux, Contatious launch AI-powered campaign

Indian Motorcycle

Advertising Creative Featured Marketing The WorkNov 28, 2025

Shantelle Nagarajan

Indian Motorcycle KSA, Al Jazirah Vehicles teach bikers a new language for prostate cancer awareness

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