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Marketing

Ramadan to

From silence to story: How Ramadan shaped brand storytelling in the UAE

Youthquake: The sports marketing revolution

Webedia Arabia’s Choucair says the industry needs to acknowledge the rise of female esports players and their role as drivers of engagement.

Female esports players are rising. Can brands keep up?

WPP Media’s AlTurk explains how the metric of attention-first unifies and unlocks growth in the region’s fragmented media landscape.

Digital Essay 2025: The attention-first currency

SOCIALEYEZ’s Tarek Esper says the impact depends on how agencies wield it, not what the technology can do alone.

Digital Essays 2025: AI era demands authentic agencies

PHD’s Amit Patel explores how agentic AI unlocks exponential human creative value by combining machine intelligence with human intent.

Digital Essays 2025: Beyond prompting, the joy of thinking

Seedtag’s Sherry Mansour explains how neuro-contextual AI is redefining relevance, bringing human emotions back to advertising.

Digital Essays 2025: AI that understands context like a human

ADNOC at Formula 1: Blending brand experience, storytelling and hands-on learning

Nidal Bou Hamdan, Executive Creative Director, Webedia Saudi Arabia.

Webedia Saudi Arabia promotes Nidal Bou Hamdan to Executive Creative Director

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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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