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

Brave new work

Brave new work

Why cultural localisation is becoming essential to brand storytelling in the Middle East

Robert Scott, Director of Photography on meaningful filmmaking

Why meaningful filmmaking must not pause when the industry does

Rami Salamé, Account Director, Hashtag Media on building the right partnerships

You don’t need a cheaper agency; you need the right partnerships

brands empathy awareness

More than 50 leaders discuss: How should brands respond in a crisis?

PRHub’s Vlada Lomova says that despite geopolitical tensions, brands are shifting instead towards more intentional communications considered storytelling.

Why communications doesn’t pause, it pivots in uncertain times

innovation is

Industry Snapshot: ‘Meaningful innovation is knowing what not to change’

Pierre Mobarak, Founder of Numu, explores how branding is being reshaped on delivery apps, where algorithms, data and digital merchandising define visibility.

How delivery platforms are becoming the new digital shelves for brands

Dr. Manfred Bräunl, Chief Executive Officer, Porsche Middle East, Africa and India

Podcast: Porsche MEA & India’s Manfred Bräunl on creating communities for customers and fans

Home Page Ads

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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