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Opinion

Credo Communication's Dr. Habib Bacha shares how PR in the GCC shifted from press releases to strategy and data-driven storytelling.

Communications in the GCC: From press releases to purpose-driven engagement

Cihan Sel, Executive Director of Marketing and Communications, OMNIYAT on value

Creating value: agility, emotion and the search for the uncommon

Saad Muhammed Bhatti, Founder, NAAS Digital on LLMs

Be the answer: How marketers must seed Large Language Models (LLMs)

From hype to human

Brands that fail to embed wellness into their communication, whether through intrusive tactics risk backlash from Gen Z and millennials.

Why brands must speak wellness to win Gen Z and millennials

culture

From content to culture: Our region’s biggest creative opportunity

AI is a new skill, not a replacement

Rawan Al Sayed, Founder and CEO, Becoming Social on women in marketing.

How women are shaping data-driven marketing

Emirati content creators prove authenticity outshines algorithms

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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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