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Opinion

Everyone’s doing experiential … but who’s getting it right?

Alka Winter

Private View by RAKTDA’s Alka Winter

Tarek Daouk, CEO, dentsu MENAT and President, Merkle SEMENAT on Campaign Middle East's On The Record podcast.

Podcast: dentsu’s Tarek Daouk on the tech ‘friction’ and cultural ‘fusion’ needed

From top left, clockwise, Mohamed Ali Almadfai, CEO, Emirati Coffee; Lizelle Fitoussi, Director – Marketing, Merex Investment; Aneela Halani, Regional Marketing Manager, Haleon; Shannon Soans, Co-Founder, No Filter; Riya Vatnani, Director of Communications, Cicero and Bernay; and Alina Sukhar, Associate Business Director, Digitas Dubai. coffee raves

Wake up and smell the coffee, marketers say

Matter of Fact: Chasing the next viral video

City Films’ Joyce Hadife says DEI isn't a mood board, and it’s time for the industry to start living DEI in production.

Women in advertising: DEI isn’t a mood board

Carat MENA’s Fiona Black on why craft is a competitive edge in the algorithmic era, and how brands needs to be future-fit.

Women in advertising: Future-fit

Braze’s Mariam Asmar shares her take on storytelling as strategy, rather than a symbol and urges to move beyond representation.

Women in advertising: Beyond representation

Retail media is

Why retail media is the billion-dollar bet regional marketers can’t ignore

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THE WORK

KFC turns flavour into talking points with ‘Taste Rules’

Al Ain Farms

Advertising Creative Digital Featured Marketing Media The WorkDec 5, 2025

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

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