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Marketing

Savvy MENA’s Taj Sur explores why creative relevance, shopper mindset and cultural context are critical to effective retail media strategies.

Elevating the impact of creative in the retail media discussion

Deliveroo partners with Dr Afra Atiq on ‘Always, Onwards’, a campaign celebrating resilience, belonging and the shared spirit of the UAE.

Deliveroo joins hands with Emirati poet Dr Afra Atiq to celebrate the spirit of the UAE

EWC’s The Founding Partners campaign turned sponsors into integrated storytelling partners through gaming-led experiences and activations.

A look inside The Founding Partners campaign by EWC

$TBWA\RAAD’s Dany Aouad on rising expectations, building stronger talent, and why KSA brands need to embrace disruption and set trends.$

Industry Snapshot: Set trends from Saudi Arabia

retail Breakfast

Revealed: Full list of marketers and speakers on stage at Campaign’s Retail Media 2026 event

Extend Experience’s Pascal Vrinssen explains why Saudi Arabia’s creative industry must learn to ‘sculpt’ AI beyond the tool narrative.

Saudi Report 2026: AI is not a tool; its raw material

Fortis' Alexey Pustotin examines why disconnected loyalty and systems are preventing UAE SMEs from turning customers into long-term growth.

Why customer loyalty remains out of reach for UAE SMEs

Deloitte’s Digital Consumer Trends 2026 Report finds generative AI is rapidly becoming part of everyday life in Saudi Arabia, signalling a new phase of digital maturity.

Deloitte’s 2026 Digital Consumer Trends Report reveals AI is the default for Saudi consumers

AI assistants are a natural part of everyday workflows, becoming the place where ideas are explored and plans begin to take shape and Canva is working to make design a natural partner of those conversations.

Canva expands design creation within Google Gemini

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THE WORK

L'Oréal Paris used immersive experiences to launch their new product reflecting how Saudi Arabia's consumers are engaging with brands.

Why L’Oréal Paris chose experiences over traditional beauty launches in Saudi Arabia

House of Porsche returns with a wellness-led experience rooted in culture, community and local creative collaboration.

Featured Marketing The WorkJun 18, 2026

How House of Porsche evolved into a community platform, attracting 20,000+ guests

The Bukhash Brothers initiative was aimed to strengthen connections between local entrepreneurs, content creators and consumers.

Advertising Social Media The WorkJun 18, 2026

Bukhash Brothers spotlight UAE-grown businesses through creator community initivate

Lemon Mint music release, You Can’t Break Dubai is a bold and emotionally driven track that celebrates resilience, ambition, and spirit.

Featured Marketing The WorkJun 17, 2026

Lemon Mint unveils new anthem ‘You Can’t Break Dubai’

The Answer is Yas

Advertising Creative Digital Digital Featured Marketing Media News Social The WorkJun 16, 2026

Yas Island’s ‘The Answer is Yas’ campaign drives 441 per cent surge in package search

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