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Insights

Thomas Kolster, Council Member on the International Advertising Association's Sustainability Council, Author of The Hero Trap, and Founder and Creative Director of the Goodvertising Agency discusses purpose and consumers transformation

Podcast: ‘Consumers, not brands, own the brand’ – IAA’s Thomas Kolster

Zainab Imichi Alhassan, Managing Director, POP Communications discusses the PR convergence-feedback loop.

Role of traditional media in the PR convergence-feedback loop

The $79.65bn opportunity brands can’t ignore

The Annual: Spotify Wrapped 2024 – Arab edition

Amer El Hajj, CEO at GroupM MENA

‘Challenges from 2024 will serve as catalysts for innovation’

Mazen Jawad, CEO, Horizon Holdings

2024: A year of transformation, creativity and authenticity

Sahar Khan, Vice President of Marketing, Bayut

Reflections on 2024: ‘Prioritise quality interactions over vanity metrics’

Podcast: Al-Futtaim Automotive’s Katib Belkhodja on building a ‘beta forever’ future

By Sergej Loiter, CEO of Search, AI, and AdTech at Yango

AI and adtech: balancing innovation, rules and practicality

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THE WORK

Aroya cruise ship sonic branding MassiveMusic

MassiveMusic sets sail in Saudi Arabia with sonic identity for AROYA Cruises

Digital Featured The WorkJan 17, 2025

HungerStation uses AI to shield riders from the desert heat

Creative Featured The WorkJan 16, 2025

Shantelle Nagarajan

Virgin Mobile KSA switches it up in latest campaign

easypaisa Impact BBDO Pakistan insurance billboards workers labourers campaign

Advertising Creative Digital Featured Marketing Social Media The WorkJan 16, 2025

‘Acts, not ads’: Easypaisa, Impact BBDO OOH campaign insures billboard workers

HSBC Middle East scam

Advertising Creative Digital Featured Marketing The WorkJan 16, 2025

HSBC reveals fraudsters’ manipulative tactics in Scam Encounters campaign

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How brands like Zara, Levi’s and H&M use AI for trend, demand forecasting

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Do consumers trust brands’ purpose-driven goals?

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