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From left, top row, Catherine Bannister, Chief Strategy Officer, TBWARAAD; Alejandro Fischer, Chief Strategy Officer, Havas Middle East; Sanita Sandhu, Chief Strategy and Growth Officer, Initiative MENAT; Tahaab Rais, Group Chief Strategy Officer, Publicis Groupe Middle East and Turkey; Frances Bonifacio, Head of Strategy and Director of HR, Serviceplan Arabia; From left, bottom row, Sachin Mendonca, Chief Creative Strategist, YouExperience; Daniel Shepherd, Chief Strategy Officer, Omnicom Media Group – MENA; Alex Jena, Chief Strategy Officer, dentsu MENAT; Sebastian Roland, Group Head of Strategy, Impact BBDO; and Prabhakar Iyer, Head of Strategy and Planning – Middle East, Edelman.

Is strategy more than a slide factory?

smc aleph

SMC Media, Aleph Group sign term sheet for joint venture

IKEA's Carla Klumpenaar on OOH

Making space for meaning on OOH

“Here’s the paradox of our time: the more you think local, the more global you become,” says Bloomberg Media's Ashish Verma.

Think local, act local

From left, Sayed Finianos, Founder and CEO of Scene; and Nada Makhzoum, CEO of Rotana Channels, one of Rotana Media’s entities.

Rotana Media and Scene partner to produce youth-focused Arabic content

Hyundai

Hyundai leans into humour to highlight Total Cost of Ownership

Dubai Airports accessibility campaign

Dubai Airports campaign talks with People of Determination, not about them

OMO laundry campaign

OMO campaign celebrates Saudi life with a laundry hack for families

Initiative appoints Amine Adem as General Manager – UAE

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THE WORK

Al Ain Farms

Al Ain Farms collaborates with Mariaam Al Obeidli for UAE National Day campaign

Heinz Ketchup

Advertising Creative Featured Marketing PR The WorkDec 4, 2025

Shantelle Nagarajan

Heinz Ketchup Zero sees market share rise with talking fridge activation

Emirates Development Bank Livingroom documentary

Advertising Creative Featured Marketing The WorkDec 4, 2025

Shantelle Nagarajan

‘Every dirham tells a story’ in Emirates Development Bank’s docu-film

FCB, Intuit Quickbooks campaign celebrates power of humans and AI

Advertising Creative Digital Featured Marketing Media The WorkDec 3, 2025

FCB, Intuit Quickbooks campaign celebrates power of humans and AI

Doux Chicken Hashtag Contatious

Advertising Creative Digital Featured Marketing Media The WorkNov 28, 2025

Saudi Arabia’s Doux, Contatious launch AI-powered campaign

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