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Marketing

Transcorp International's Rodrigue Nacouzi shares how the supply chain itself becomes part of the customer experience as advanced logistics networks integrate real-time data, predictive analytics and AI optimisation.

MENA’s supply chain: A hidden catalyst of the next marketing era

Mobily

Mobily marks 20 years with new brand platform and positioning

Sandstone Media's Anand Rai shares how wellness is moving from a design feature to a marketing imperative for UAE real estate developers.

Why wellness is becoming a strategic differentiator in UAE real estate

Ahmad Itani, Founder and CEO of Cicero & Bernay, reflects on the attention economy and what “good” communication looks like now.

Why restraint in communication has become the real competitive advantage

IKEA's Rami Rihani shares insights on purpose-driven content and explores how brands can build relevance in KSA and Bahrain.

IKEA CMO on content, culture and marketing in Saudi and Bahrain

trust to

What 2025 taught us about the future of marketing in MEA

Why Middle East brands are embracing connected packaging

Dubai-based Meals on Me surprises customers on its ‘naughty list’ with a bag of coal and a chance to resubscribe.

‘Naughty & Nice’ campaign by Meals on Me delivers coal to ‘naughty’ customers

An Admitad and Flowwow report shows early festive shopping is shifting MENA consumer behaviour towards value, gifting and experiences.

How the festive season is changing the way MENA consumers spend

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THE WORK

Jean Paul Gaultier’s play with Twitch for Saudi’s next generation of luxury consumers

Sleepzone recall ad

Creative Featured The WorkJul 24, 2026

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

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