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- Agency of the Year
- Appointments
- Brands Focus
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- Private View
- Saudi Focus
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AOTYME2026
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Opinion

Justin Bieber performs at Coachella 2026. Image used for illustrative purposes only. brands

Low effort or radical authenticity? Lessons for brands from “Bieberchella”

Nicholas Labuschagne, Head of Strategy and Crisis Management, MENA at APCO

Resilience as the new performance metric in a complex operating environment

The new definitions of success for Saudi Gen Z

Staying quiet is also a message – and in volatile markets, it is often read as weakness during a crisis, according to Bassam Sleiman.

The quiet crisis in executive communication

Leaders From top left, clockwise, creative consultant Ahmad Swaid; Sally Moussa Hajjar – Managing Partner, Hu Management; Razan Karim – Head of Communications, Fashion, Beauty & Lifestyle, HAVAS Red Middle East; and Ghassan Kayed – Founder & Creative Director, Burgers & Hoodies.

Leaders advise ‘showing up’ over silence; ‘presence with intent’ over performance

SQUATWOLF

SQUATWOLF Founder on 2 records in 2 days: ‘Build a community, then open a store’

resilience in

Resilience and leadership in current circumstances

Private View by Umniah by Beyon’s Dina Al Daoud

Namita Thakkar, PR Director, Matrix PR Dubai on PR communications and marketing in times of a crisis.

What changes for PR and marketing when the market feels uncertain?

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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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