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AOTYME2026
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Opinion

communication of

The evolving role of communication agencies from campaigns to stewardship

Middle East in

Why Middle East brands must earn belonging, not claim it

PRHub.ae's Vlada Lomova shares why earned media is becoming a critical driver of AI discoverability as brands adapt to a new era of search, visibility and reputation.

Why earned media is becoming the new discovery engine

Jonathan Adashek, SVP Marketing and Communications, IBM

IBM’s SVP of Marketing and Comms: “AI is not just a tool; it’s how marketing works”

AI and

A marketer’s confession (updated): Why AI is making me ditch the entire agency model

5th Element's Raghav Gulati shares how MCP is here to give strategists back the bandwidth for the work they were actually hired to do.

MCP: Your best media strategist that doesn’t sleep and doesn’t burn out

loyalty and

How regional brands are building emotional loyalty beyond points and discounts

Sam Buckett, Director of Sports and Entertainment, Burson

Is it too late to plan your FIFA World Cup campaign?

Peter Mrkic, Managing Director at TOD on Arab football and fan engagement.

How Arab football is changing fan engagement across the Middle East

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THE WORK

Porsche Cayenne The Black Mambas 1

Porsche MEA, The Romans honour, support The Black Mambas and rhino conservation

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

Featured Marketing The WorkJun 18, 2026

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’

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