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- Agency of the Year
- Appointments
- Brands Focus
- Industry Forum
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- News
- Opinion
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- PR
- Private View
- Saudi Focus
- Special Features
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AOTYME2026
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Opinion

Michael Ellis, Senior Commercial Partnerships Manager, M+C Saatchi Sport & Entertainment

Why most gaming partnerships fail to deliver – and how to fix them

product

Why the customer is king, but the product is key

Why the Middle East’s next activations must be always-on

Brand building hasn’t gotten harder; you’re just playing it wrong

Abdulrahman Inayat, Co-founder and Director, W7Worldwide on nation branding and national reputation

National reputation: a gateway to opportunity

What’s the KitKat lesson for Middle East marketers?

Katalyst’s Thomas Jacob on why media intelligence must move beyond vanity metrics to deliver real business impact.

Media intelligence in the Gen AI era: Moving from volume to value

Hashtag’s Mazen Abdelkader shares why social media activity alone can dilute brands—and how clarity and strategy make content truly distinctive.

Is your social media building your brand… or slowly diluting it?

Gaming audiences expect personalised, culturally relevant experiences, and that’s reshaping how we design campaigns from the ground up, writes Robin Heymann

Industry Snapshot: Understanding gaming audiences

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THE WORK

Porsche Cayenne The Black Mambas 1

Porsche MEA, The Romans honour, support The Black Mambas and rhino conservation

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

Featured Marketing The WorkJun 18, 2026

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’

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