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Marketing

How brands in the Middle East can triumph during the 2026 FIFA World Cup

Private View by Tyra Creative’s Tyra Shakil

A new Ipsos MENA study with TikTok and Statex introduces a new framework for creator marketing, shifting focus from vanity signals to deeper performance measurement.

Ipsos and TikTok decode what really drives creator impact

OFFLINE EDITIONS gathered voices from media, marketing, hospitality and culture for a day of panels, activations, workshops and conversations in Dubai.

OFFLINE EDITIONS opens conversations on creativity and community in Dubai

PUMA Middle East brought together fitness, community and local partnerships across Dubai and Abu Dhabi as part of its “Proud of the UAE” initiative.

How PUMA turned movement into a community-led UAE campaign

Skydeo CEO Mike Ford explores how Starbucks’ ChatGPT integration signals a major shift in commerce, as product discovery moves towards AI.

Starbucks’ ChatGPT integration signals the future of product discovery

Imagination’s Sleiman and RBnH Solutions's Theunis shares how UAE F&B spaces are evolving into community hubs shaped by connection.

Why successful F&B brands are building connection, not just restaurants

C2 Comms’ Joshua Mathias explores why Instagram’s new Instants feature signals a shift away from performative social media towards more private, imperfect and believable digital interactions in the Middle East.

Instagram Instants signals the end of the over-curated feed

Samsung Electronics MENA has opened applications for Galaxy Circle, the third edition of its annual flagship creator program.

Samsung calls on MENA’s next Gen Creators to join Season 3 of Galaxy Circle

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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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