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AOTYME2026
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Opinion

Takumi AI

AI ads: Slop or superpower?

Savvy MENA’s Taj Sur explores why creative relevance, shopper mindset and cultural context are critical to effective retail media strategies.

Elevating the impact of creative in the retail media discussion

$TBWA\RAAD’s Dany Aouad on rising expectations, building stronger talent, and why KSA brands need to embrace disruption and set trends.$

Industry Snapshot: Set trends from Saudi Arabia

Extend Experience’s Pascal Vrinssen explains why Saudi Arabia’s creative industry must learn to ‘sculpt’ AI beyond the tool narrative.

Saudi Report 2026: AI is not a tool; its raw material

Fortis' Alexey Pustotin examines why disconnected loyalty and systems are preventing UAE SMEs from turning customers into long-term growth.

Why customer loyalty remains out of reach for UAE SMEs

How brands in the Middle East can triumph during the 2026 FIFA World Cup

“Modern OOH environments no longer behave in isolated moments,“ says Hills Advertising's Rabih Bekai, “They behave cumulatively.”

Why OOH can no longer be sold like OOH

Private View by Tyra Creative’s Tyra Shakil

Skydeo CEO Mike Ford explores how Starbucks’ ChatGPT integration signals a major shift in commerce, as product discovery moves towards AI.

Starbucks’ ChatGPT integration signals the future of product discovery

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THE WORK

Lay's campaign No Lay's No Game

‘No Lay’s, No Game’ video campaign featuring Saudi footballers builds on fan activations

The Unburied Casket

Advertising Creative Digital Featured Marketing Media The WorkJul 7, 2026

Women For Change, Edelman reveal rollout of Cannes Lions-winning The Unburied Casket

Novo Nordisk, weight loss, Live Lighter, Saatchi & Saatchi

Advertising Creative Digital Digital Featured Marketing Media Social The Work VideoJul 7, 2026

Novo Nordisk, Lama Jouni, Saatchi & Saatchi reframe weight transformation conversation

Batroun Foot City

Featured The WorkJul 6, 2026

Batroun Foot City transforms a coastal city into a 39-day World Cup activation

SAVA Squad

Advertising Creative Digital Digital Featured Marketing Media Social The Work VideoJul 3, 2026

Majid Al Futtaim’s SAVA reveals SAVA Squad to show dominance over category rivals

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