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Brands

Saudi holding company shares strategy behind its brand refresh

Chalhoub Group AI Generated Back to School Campaign The Deal-min

Chalhoub Group uses Gen AI for entire back-to-school campaign shoot

Netflix

Why the Netflix ‘game changer’ news has marketers buzzing

EFG Hermes ONE rebrands, offers upgraded UX

Creative Transformation CMO report

CMOs speak: Agencies must go beyond briefs to spur transformation

Golden Chicken Tarek Nour Saudi Arabia Curse of Anything Campaign

What’s for dinner? Saudi Golden Chicken on “the curse of anything”

RAK launches ‘Pause for Paws’ to prompt pet adoption

Guillaume Ferraz, Managing Director of Daylife, Sunset Hospitality Group

Crucial steps to bringing a hospitality brand to life

customer promise in a campaign virtual handshake

Does customer promise in B2B campaigns impact brand health, revenues?

THE WORK

Mountain Dew x Doritos duo take a daring route to reach Gen Zs in Iraq

Hilton

Advertising Creative Featured The WorkFeb 11, 2025

Shantelle Nagarajan

Hilton and Saudi Tourism Authority invite tourists to Kingdom with global campaign

From left, photograph by Elias Diab which was censored by social media algorithms, compared with an illustration by artist Keira Rathbone highlighting the reality of war by solely using letters and symbols typed on a typewriter, which escape automated social media censorship filters.

Advertising Creative Digital Editors' Picks Featured Marketing Media News The WorkFeb 10, 2025

Lebanon newspaper campaign reveals algorithm censorship of war correspondence

The Agent, brands for less

Digital Featured The WorkFeb 10, 2025

Brands for Less latest campaign, ‘The Agent’, showcases sourcing process

Digital Digital Featured The WorkFeb 10, 2025

Toyota reclaims lost traffic through creative SEO

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