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Latest
- Agency of the Year
- Appointments
- Brands Focus
- Industry Forum
- Jobs
- Media
- News
- Opinion
- Pitches
- PR
- Private View
- Saudi Focus
- Special Features
- The Work
- The Spin
Events
Directory
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AOTYME2026
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Opinion

How to make the most of the data you already have

Results Advertising’s Amr Sallam on why emotion and meaningful storytelling are key to earning attention.

Make me feel something

John Smeddle, Creative Head, WithFeeling on radio ads

Radio ads: Have we swapped the Mona Lisa for ‘paint by numbers’?

messaging

Messaging in MENA is entering a new phase, and marketers must adapt fast

Ruder Finn Atteline’s Kashish Punjabi explains how shifting market conditions are reshaping the way communication is approached across industries.

When communication stops following the plan

Darius LaBelle, Managing Director – Middle East, November Five

Why high-stakes digital products fail and why you’ll be blamed for it

Fares Hamade, Group Director – Marketing and Parent Relations, Kids First Group on education

Why early childhood education is a key growth category for marketers

Slopaganda LEGO

Learning from LEGO: The price of being iconic in the age of ‘slopaganda’

EGA’s Feras Mansour on why gaming is becoming the Middle East’s most powerful cultural environment for brands.

Beyond play: How gaming became a cultural platform in the Middle East

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THE WORK

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

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’

The Answer is Yas

Advertising Creative Digital Digital Featured Marketing Media News Social The WorkJun 16, 2026

Yas Island’s ‘The Answer is Yas’ campaign drives 441 per cent surge in package search

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