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- Agency of the Year
- Appointments
- Brands Focus
- Industry Forum
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- News
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AOTYME2026
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Opinion

the cinema

Why the future of cinema is experiential

Merkle's Andreas Skopal shares how agencies are redefining their role as embedded growth partners – designing connected, tech-enabled experiences that earn attention through relevance, agility and impact.

Industry Snapshot: Agencies as embedded growth partners

Layal Takieddine, Head of Marketing, MBC Media Solutions (MMS)

Great businesses don’t fail; invisible ones do

Michael Campbell, Regional Head of Strategy, Initiative MENAT

Fixing the broken brief and building better partnerships for growth

the industry

Industry Snapshot: ‘Doing more is not the same as doing better’

agency choose

Big vs. small: What to consider when choosing a new agency partner

Debunking the myths around YouTube influencer marketing

Pieter Van Beugen from DoubleTree by Hilton Resort & Spa Marjan Island says new era of guests are redefining hospitality marketing.

The year ahead for hospitality marketing

BPG UAE’s and BPG X’s Valli Lakshmanan how vertical thinking is falling and the future relies on those connecting what can’t yet be connected.

The year ahead for horizontal thinking in a vertical world

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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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