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Latest
- Agency of the Year
- Appointments
- Brands Focus
- Industry Forum
- Jobs
- Media
- News
- Opinion
- Pitches
- PR
- Private View
- Saudi Focus
- Special Features
- The Work
- The Spin
Events
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AOTYME2026
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Insights

Why work is ‘actually working’ in the Middle East despite the US-Israel-Iran war

C&B team calls for brands to ease off the hard sell and adopt an anti-consumption model to earn attention.

Matter of Fact: The era of the anti-consumption marketing

climate as

Consumers face climate burnout as fears over global conflicts increase

Snapchat and The Business of Fashion reveal insights into the GCC’s evolving luxury fashion and beauty market, highlighting youth, digital engagement, and cultural trends.

How MENA shoppers are reshaping luxury, fashion and beauty trends in 2026

The Marketing Lab

Study shows a new marketing paradigm with AI: Performance, purpose and precision

UAE SMEs are expected to lead Ramadan 2026 online sales growth, driven by demand for local and personalised gifts.

Local SMEs predicted to drive Ramadan 2026 sales

Data from NielsenIQ shows how Ramadan 2026 drives sales across MENA, with e-commerce and seasonal demand shaping consumer behaviour.

NielsenIQ’s Ramadan insights spotlight consumer behaviour across the region

Ramadan for

The Middle East’s Ramadan reset: From campaigns to conversations

Cost of living, job security, wellbeing are top Arab youth concerns in 2026

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THE WORK

CALIN Campaign

CALIN campaign takes the ‘I Only Do Soft’ conversation from comfort to emotional care

Advertising Creative Digital Featured Marketing Media The WorkJun 2, 2026

Adidas reimagines Mo Salah as modern day Egyptian king in ‘You Got This’ campaign

Ariel

Digital Featured Social The WorkJun 1, 2026

Ariel taps into the emotional load behind everyday household moments

Advertising Creative Digital Digital Featured Marketing Media News Social The WorkMay 26, 2026

Almarai achieves 15m+ reach, attracts 9m+ visitors with immersive AR experiences on Snap Map

Saudi Arabia adidas Backyard Legends campaign

Advertising Creative Digital Digital Featured Marketing Media Social The WorkMay 25, 2026

adidas unveils Saudi chapter of ‘Backyard Legends’ ahead of FIFA World Cup 2026

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