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Digital

of experience

The cumulative effect of customer experience

C2 Comms’ Saurabh Dahiya explains why MENA brands are drowning in data-rich insight and need cultural intelligence, not bigger dashboards.

Drowning in data, starving for meaning

5th Element MEA’s Azzam Khan on why marketers must keep a line in the budget for memes, great experiences and human moments that matter.

Your next marketing strategy needs a memes budget

From left, top row, Catherine Bannister, Chief Strategy Officer, TBWARAAD; Alejandro Fischer, Chief Strategy Officer, Havas Middle East; Sanita Sandhu, Chief Strategy and Growth Officer, Initiative MENAT; Tahaab Rais, Group Chief Strategy Officer, Publicis Groupe Middle East and Turkey; Frances Bonifacio, Head of Strategy and Director of HR, Serviceplan Arabia; From left, bottom row, Sachin Mendonca, Chief Creative Strategist, YouExperience; Daniel Shepherd, Chief Strategy Officer, Omnicom Media Group – MENA; Alex Jena, Chief Strategy Officer, dentsu MENAT; Sebastian Roland, Group Head of Strategy, Impact BBDO; and Prabhakar Iyer, Head of Strategy and Planning – Middle East, Edelman.

Is strategy more than a slide factory?

smc aleph

SMC Media, Aleph Group sign term sheet for joint venture

MRM MENAT’s Derrick Nyirenda explains the ABCs that brands must master to build loyalty and a business that lasts.

Cancel culture? Not when it’s your subscription

Zainah Yassin, Senior Partnerships Manager, Vamp influencer marketing

It’s not ‘if’ you do influencer marketing, it’s ‘how’ you do it

To unpack what the future holds in PR and communications, Sarah Waddington speaks on the evolving priorities for the MENA region.

PRCA’s Sarah Waddington says, “PR must sit at the heart of business”

Empyre Communications

DXB LIVE picks Empyre Communications as PR partner for World of Coffee Dubai 2026

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THE WORK

Al Ain Farms

Al Ain Farms collaborates with Mariaam Al Obeidli for UAE National Day campaign

Heinz Ketchup

Advertising Creative Featured Marketing PR The WorkDec 4, 2025

Shantelle Nagarajan

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

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