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Creative

Marwa Kaabour

Podcast: Al Masaood’s Marwa Kaabour on why people-first businesses win

Almarai

Almarai, Shahid, MMS redefine brand storytelling with smart content integration

Shantesh S Row, Executive Creative Director, Liwa Content.Driven on copy and content within advertising

When copy forgot how to sing

influencer content creator economy

GCC creator economy grows 74% in 2 years to 263,000 influencers

From left, Tywan Ferreira, Head of Production; Lewis Robbins, Creative Strategy Director, and Mitch Balintos Head of Development at People.

People picks Tywan Ferreira as Head of Production in Abu Dhabi

From left, Andy Brown, Strategic advisor and Chair of CIMM Attention group, Bec Brooks, Head of Operations at Amplified, Alan Azar, Regional Managing Director at Choreograph (WPP) Amine Sadik, Marketing Operations Director at Procter & Gamble Arabic Peninsula & Levant and Chairman of ABG and Mathieu Yarak Head of Data at MMS.

MMS reveals TV attention study findings in partnership with Amplified and ABG

From left, James Dutton, Chief Product Officer, UM MENAT; Steve Plimsoll, Chief Strategy Officer and Acting Chief Marketing Officer, HUMAIN; Kiran Jay Haslam, Chief Marketing Officer, Diriyah Company; Tony Yammine, Head of Telco, Media, Government, Financial Services and Real Estate, TikTok; and Mohammad Mannaa, CEO, UM KSA.

Campaign Saudi Briefing: Leaders discuss transparency, AI tools, content and culture

TOP ROW, from left: Sachinn J Laala, Chief Executive Officer, Liquid Havas Market; Chris Bishop, Ecommerce Director, SQUATWOLF; Siham Arif, Associate Director - Ecommerce MENA, WPP Media; Kareem Al Saady, Regional Director – Retail Media and Retail Partnerships, talabat; and V. Nandakumar, Director – Marketing and Communications, Lulu Group International. BOTTOM ROW, from left: Waseem Afzal, Founder and CEO of Platformance; Gagandeep Singh, Head of Analytics & Machine Learning, StarzOn and Head of enfuse, e&life; Krinio Christaras, Head of Consumer Experience MENAP, Mondelez International; Rajesh Verma, General Manager – Middle East, Epsilon; and Subhan S. Ahmad, Senior Marketing, Growth and Digital Consultant.

Metrics that matter: ‘Stop chasing clicks, start orchestrating commerce’

From left, Muyassar Abulkhair, Co-Founder and CEO of Skyvertise, and Rabieh Adnan, Managing Director of Contour Media.

Contour Media, Skyvertise partner to offer advertisers share of voice in Dubai’s skies

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THE WORK

BurJuman Mall launches brand campaign ‘Right In the Heart’

Brad Pitt and De’Longhi brings the Perfetto philosophy to life in campaign with a cinematic tribute blending italian design and creativity.

Featured Marketing The WorkDec 15, 2025

Brad Pitt and De’longhi Perfetto campaign explores the art of coffee

Publicis

Advertising Creative Featured Marketing Media The WorkDec 9, 2025

Publicis Groupe: New Year. New Century. New Wishes.

Mona Kattan Kayali

Advertising Creative Digital Featured Marketing Media The WorkDec 9, 2025

KAYALI blends humour, nostalgia in creator-led Musk | 12 comeback campaign

Advertising Creative Featured Marketing Social Media The WorkDec 8, 2025

Shantelle Nagarajan

KFC turns flavour into talking points with ‘Taste Rules’

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