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Digital

YEP's Minasian on how joy, co-creation and precision are redefining experiential marketing in MENA with immersive, shareable guest journeys.

Industry Snapshot: Redefining experiential marketing in MENA

Namshi and Tommy Jeans launch Style Academy, a digital-first campaign that flips the Back-to-School script by celebrating Gen Z’s creativity, confidence, and cultural influence in the Middle East.

Style academy: How Namshi and Tommy Jeans put Gen Z in the driver’s seat

The Refreshment Club leaned into AI to digitally reconstruct the piece in time for the launch campaign.

Elie Saab, The Refreshment Club solve luxury marketing challenge with AI

Portfolio Night is recognised as one of the world’s largest advertising portfolio review programmes with a fast-paced evening of advice, networking and recruitment.

Impact BBDO to host Portfolio Night 2025 in KSA and the UAE

Humans of Binance

‘Humans of Binance’ campaign redefines crypto marketing with authentic storytelling

The PR stunt turned into a guerrilla marketing campaign, being amplified digitally and via social media across Instagram, TikTok, Facebook and YouTube as thousands of pieces of user-generated content flooded the internet following the PR stunt.

noon rider goes viral by video-calling his mother with Amitabh Bachchan lookalike in Dubai

Jashanmal Group Back-to-School campaign

Jashanmal Group unveils Back-to-School campaign with rewards worth AED150,000

VIOOH, with its advanced technology platform and global footprint, connects buyers and sellers in the DOOH space, offering a streamlined programmatic advertising experience.

VIOOH, ELAN Media partner to deliver programmatic DOOH across Qatar destinations

The Mosaic team pose for a photograph at the Dubai launch.

Mosaic launches in Dubai to help businesses get marketing ‘right from Day One’

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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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