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AOTYME2026
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Marketing

tension

Advertising in times of tension cannot be binary

Markgrid’s Agam Chaudhary shares how AI and neuromarketing are quietly rewriting the rules of marketing and why marketers cant ignore them.

Modern marketing has a new brief: the subconscious

HAVAS KSA’s Eddy Hanna reveals how Saudi Arabia isn’t competing for demand; it’s building it from scratch.

Saudi Report 2026: A market with a different brief

Mohamed Yousuf Naghi Motors’ Bilal Hallab explains why brands built on patience outlast brands built on pressure.

Saudi Report 2026: Saudi Arabia’s most expensive marketing mistake

Alat’s Hussain Abdrabalnabi explains why most personalisation often feels fake, and why relevance depends on context, emotion, understanding.

Saudi Report 2026: The empathy illusion

Industry Snapshot: The new rules of engagement in Saudi Arabia

The One Show

Middle East agencies claim 22 awards at The One Show 2026 in New York

It is the persistent perception that independent agencies lack a sufficient volume of ‘relevant’ case studies, writes Raksha Khimji.

Deconstructing a launch that went from a ‘Royal Pop’ to a ‘Royal Flop’

Performance marketing is the growth engine the GCC is building on

Performance marketing: The growth engine GCC is building on

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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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