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

Industry Snapshot: building brands with precision

Tactical’s Mike Khouri explains how AI put into the hands of someone who understands culture and human behaviour is powerful, but it leads to average slop when placed in the hands of people looking for the easy way out, cutting corners and choosing to be lazy.

Average is the new enemy and AI just made it your problem

Leadership crisis

Leadership communication in times of crisis

ATL's Medhat Houalla provides a look into the state of media planning in the region including commerce media, culturally-led content and automation.

Industry snapshot: Commerce media, Arabic-first and automation

marketing

How emerging tech is rewriting the marketing playbook

Why obsession is rewriting the media playbook

JWI Charli Wright on brands versus performance report

Making creativity your commercial advantage

MRM MENAIT’s Simon Geer shares how the Middle East is building intelligence without intrusion – where trust, regulation and AI are converging.

Personalisation without paranoia

Andrew Harrison-Chinn, Chief Marketing Officer, Dragonpass on loyalty

Is Gen Z reshaping traditional brand loyalty? What must brands do?

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THE WORK

Yango Yasmina Spark Foundry

Yango activates TikTok’s Logo Takeover in Yasmina campaign to drive business impact

Lay's campaign No Lay's No Game

Advertising Creative Digital Digital Featured Marketing Media Social The WorkJul 9, 2026

‘No Lay’s, No Game’ video campaign featuring Saudi footballers builds on fan activations

The Unburied Casket

Advertising Creative Digital Featured Marketing Media The WorkJul 7, 2026

Women For Change, Edelman reveal rollout of Cannes Lions-winning The Unburied Casket

Novo Nordisk, weight loss, Live Lighter, Saatchi & Saatchi

Advertising Creative Digital Digital Featured Marketing Media Social The Work VideoJul 7, 2026

Novo Nordisk, Lama Jouni, Saatchi & Saatchi reframe weight transformation conversation

Batroun Foot City

Featured The WorkJul 6, 2026

Batroun Foot City transforms a coastal city into a 39-day World Cup activation

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