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News

Initiative Bayer

IPG’s Initiative claims major share of Bayer’s global media account

Tech Mahindra

Tech Mahindra refreshes brand identity to mark 39 years

Patrick Oppong, Associate Trading Director, MENA; Chris Gregory-Pasha, Senior Director Business Development, MENA; and Mansour Salame, Senior Director, Business Development, The Trade Desk.

The Trade Desk reveals three key appointments at its Dubai office

Athar Awards 2025 Winners

Athar Awards 2025 winners celebrate Saudi creativity

Mohamed Al Ayed, CEO - TRACCS and Arne Mosselman, CEO - Ainigma

TRACCS, Ainigma partner to accelerate Gen AI adoption across the Middle East

From left, Hubert Boulos and Ramsey Naja, heads of independent agency Das Kapital at Wendy's

Wendy’s partners with Das Kapital to launch bold GCC campaigns

Music Nation announces the start of operations to accelerate the UAE’s music-licensing infrastructure and ensure timely royalty payments.

Music Nation launches new era of opportunity for UAE artists

NielsenIQ published its annual Consumer Outlook: Guide to 2026, offering a strategic roadmap for brands navigating a fast-evolving market.

Bold brands win with consumers according to NielsenIQ’s Consumer Outlook: Guide to 2026

PRCA MENA has officially opened applications for senior professionals to its in-house and agency members to join its Boards.

PRCA MENA calls for agency members to join its Boards

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THE WORK

Sleepzone recall ad

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

Saudi a

Advertising Creative Featured Marketing Social Media The WorkJul 21, 2026

Shantelle Nagarajan

Saudi Arabia makes the World Cup’s hydration break a real-time marketing platform

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