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- Brands Focus
- Industry Forum
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- News
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- Saudi Focus
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Sheldon Williams, General Manager for Pizza Hut and TGI Fridays — MENA, Americana Restaurants

Pizza Hut and TGI Fridays’ GM – MENA on inclusive employment

Arla Foods' Talal Alrifa breaks down what the rise of GEO means for brands in the region where AI usage is significantly higher, and why it is becoming a crucial part of digital strategy.

GEO: Why brands are now competing inside AI answers, not search results

Sam Elphick, Senior Director Events & Entertainment, Diriyah Company

Return on emotion: The missing metric in events and entertainment

Healthcare communication is evolving from purely informational messaging to emotionally intelligent storytelling, writes Akkela.

Healing through connection: New era of healthcare communication

Katerina Dixon, AVP Regional Marketing & Corporate Communications – MEIA, Shangri-La Group

Balancing tradition and transformation: the Shangri-La way

Nabil Sleiman, Head of Marketing Communications, Almarai on ad effectiveness

Confessions of a marketer: ‘I’m not a gamer’

The future of brand and marketing in the Middle East

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

THE WORK

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

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

Al Haboob

Advertising Creative Featured Marketing Social Media The WorkJun 16, 2026

Shantelle Nagarajan

Al Haboob turns a racing camel into the World Cup’s unlikeliest pundit

Cannes Lions 2026 contenders

Advertising Creative Digital Editors' Picks Featured Marketing Media News The WorkJun 16, 2026

Cannes Lions 2026: Comprehensive list of top MENA contenders and campaigns

F-PACE

Creative Featured The WorkJun 11, 2026

Shantelle Nagarajan

Home of Performance creates bespoke identity for final F-PACE launch

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