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AOTYME2025
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Opinion

By Nick Zhuchkov, Co-founder and CEO of SpeakUp on AI and attention

How marketers must navigate AI and the new attention game

trust

The trust playbook

MRM MENAT’s Derrick Nyirenda explains the ABCs that brands must master to build loyalty and a business that lasts.

Cancel culture? Not when it’s your subscription

“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

Zainah Yassin, Senior Partnerships Manager, Vamp influencer marketing

It’s not ‘if’ you do influencer marketing, it’s ‘how’ you do it

Sarah Forbes

Private View by Impact BBDO’s Sarah Forbes

To unpack what the future holds in PR and communications, Sarah Waddington speaks on the evolving priorities for the MENA region.

PRCA’s Sarah Waddington says, “PR must sit at the heart of business”

Spiro’s Ocampo, calls for a holistic lens to measure experiential ROI as well as a need for a framework that reflects full depth of impact.

Beyond headcount

creators

Working with creators isn’t a strategy: building with them is

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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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