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AOTYME2026
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Opinion

efficiency

Beyond the efficiency trap

Remya Menon

Private View by Bayut’s Remya Menon

$Astha Sirpaul, Head of Strategy, TBWA\RAAD on leadership and strength$

IWD 2026: The strength we mistake for softness

Diaa Aljurdi, Associate Communications Director, HAVAS Red Middle East on resilience

IWD 2026: A nation that’s instilled resilience in its women leaders

Sally Tambourgi, Executive Creative Director, VML Dubai on talent

IWD 2026: The need for pure talent and meritocracy beyond ‘box-ticking’ diversity

Janvi Mehta, Account Manager, We Are Social on ambition

IWD 2026: The ambition they didn’t see coming

agentic marketing

When agentic AI runs the marketing funnel

Tricia Jimenea, Co-Founder, ComCo Middle East & Africa on the UAE

The UAE’s most powerful PR asset: its people

Lama Zalat, Director of Communications at IMI on crisis communications

Lessons from the UAE: Crisis communications done right

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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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