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Digital

Horizon FCB leaned into the Squid Game theme at the 'perfectly balanced time' to bring the client's bold vision to life– after Squid Game’s third season dropped, and the show garnered more than 190 million viewers.

Lipton, Horizon FCB unveil ‘perfectly balanced’ Squid Game-inspired campaign

Xplore’s Rehman shares how the agency model is changing—from siloed, process-heavy structures to more agile, intent-driven ways of working.

Where is the agency model headed?

Veolia Near & Middle East's Chaoudri shares how brands can cut through sustainability scepticism with credible, human-focused storytelling.

The brand imperative for communicating sustainability

Arab Podcast Programme

Dubai Press Club hosts Arab Podcast Programme for young content creators

Ahmed Seddiqi

Ahmed Seddiqi, Create collab for 75th anniversary campaign, brand refresh

From left, Akanksha Goel, Regional Lead Middle East and India, and Toby Southgate, Global CEO, We Are Social

We Are Social unifies global identity with Socialize rebrand in the Middle East

Flywheel

Flywheel expands to MENA, replaces OMG Transact

Provocations: Welcome to potentialis

Mediaplus' Tareq Almasri on AI voice cloning in Arabic advertising

AI voice cloning in Arabic advertising: What GCC marketers need to know

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THE WORK

Grand Millennium Hotel Dubai invites audiences to see Christmas through a child’s eyes in AI-generated film campaign that blends nostalgia, emotion and reimagines the festive season.

Grand Millennium Hotel Dubai reimagines the holidays in their AI film campaign

Deliveroo

Advertising Creative Digital Featured Marketing Media The WorkDec 16, 2025

Deliveroo, Tyra Creative turn White Friday into midnight dash for deals

Mubashir National Day campaign

Advertising Creative Digital Featured Marketing Media The WorkDec 16, 2025

How Mubashir’s Oman National Day inclusive campaign gained 13.8 million impressions

adidas TERREX tea house

Creative Featured Marketing The WorkDec 16, 2025

adidas TERREX unveils brand experience in Kazakhstan’s Butakovskiy Gorge

Featured Marketing The WorkDec 15, 2025

BurJuman Mall launches brand campaign ‘Right In the Heart’

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Snap Case Study – Level SHoes

Case Study: Level Shoes Sets CAPI and Sees 19% Improvement in App Measured ROAS

Why streaming is a profitable path for Gulf advertisers

Dec 1, 2025

Haleon and Centrum transform how we see health

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Emirates NBD expands anti-fraud efforts with innovative awareness campaigns

Dec 4, 2025

Campaign’s Agency of the Year Middle East Awards 2025 winners revealed

Dec 12, 2025

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