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

As agentic AI develops full steam ahead in the MENA region, it creates a new paradigm for marketers, explains TRKKN’s Vimal Badiani.

The year ahead for agentic AI

FP7 McCann MENAT’s Nick Salter explains why in an age of ‘synthetic everything’, truth is the new (old) creative superpower.

The year ahead for truth

Contegue: When ‘content people’ get tired of content

Melis Ertem, CEO, MMA n 2026

The year ahead: What marketing leaders need to know in 2026

Rajnish Damodaran, Director of Retail, Product and Marketing at Damas Jewellery, stands next to the INFINITI QX80.

Craftsmanship to collaboration: Rajnish Damodaran shapes the future of luxury in motion

client for

The year ahead for client-centric innovation

Impact BBDO Group of Companies’ Ali Rez calls for a return to humanity while learning where to let the machines do the work for us.

The year ahead for creative originality

Platformance’s Waseem Afzal makes the case for outcome-led organisations that connect intelligence, media, creative and commerce into one system.

The year ahead for outcome-based marketing

AI is democratised, your talent isn’t, writes Chief Executive Officer of Viola Communications, Piero Poli.

The year ahead for talent and technology

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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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