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AOTYME2026
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Marketing

Michael Campbell, Regional Head of Strategy, Initiative MENAT

Fixing the broken brief and building better partnerships for growth

The discipline marketing has been avoiding

Contributing their expertise to the GMedia and Oxford Business Group report are: Top row, from left, HE Salman bin Yousef Al-Dossary, Saudi Arabia's Minister of Media and Chairman of the Board of Directors, Gmedia; HRH Princess Lamia bint Majed Al Saud, Secretary General of Alwaleed Philanthropies; Mohammed Al Khereiji, Chairman, Al Arabia, and Chairman, SMC Group; Elda Choucair, CEO, Omnicom Media Group MENA; Bottom row, from left, Abdulrahman Abumalih, CEO, Thmanyah; Mike Sneesby, CEO, MBC Group; Ibraheem Altamimi, CEO, POWR; and Rawan Al Butairi, CEO, Saudi E-Sports Federation.

Saudi’s GMedia, Oxford Business Group report reveals pulse of KSA media sector

the industry

Industry Snapshot: ‘Doing more is not the same as doing better’

Debunking the myths around YouTube influencer marketing

Pieter Van Beugen from DoubleTree by Hilton Resort & Spa Marjan Island says new era of guests are redefining hospitality marketing.

The year ahead for hospitality marketing

BPG UAE’s and BPG X’s Valli Lakshmanan how vertical thinking is falling and the future relies on those connecting what can’t yet be connected.

The year ahead for horizontal thinking in a vertical world

As agentic AI develops full steam ahead in the MENA region, it creates a new paradigm for marketers, explains TRKKN’s Vimal Badiani.

The year ahead for agentic AI

FP7 McCann MENAT’s Nick Salter explains why in an age of ‘synthetic everything’, truth is the new (old) creative superpower.

The year ahead for truth

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THE WORK

Sleepzone recall ad

Sleepzone recalls its mattresses to keep Jordan awake for football

Spotify has launched Your Summer Persona in Egypt, a personalised in-app experience that matches listeners to a summer identity

Featured Marketing The WorkJul 23, 2026

Spotify’s ‘Your Summer Persona’ gives Egyptians a personalised summer

Shake Shack AI-powered

Creative Digital Featured Social The WorkJul 23, 2026

Shake Shack turns burger launch into AI-powered shouting challenge

Qiddiya

Brands Creative Featured Insights News The WorkJul 23, 2026

Shantelle Nagarajan

Qiddiya City launches ‘Powered by Play’ brand platform

Saudi a

Advertising Creative Featured Marketing Social Media The WorkJul 21, 2026

Shantelle Nagarajan

Saudi Arabia makes the World Cup’s hydration break a real-time marketing platform

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