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

Podcast: Equiti’s Hari Carpenter on why brands need a backbone and brave flexibility

House of The Dragon

What House of the Dragon is teaching streaming platforms about audience behaviour

Media has a coordination problem, not an innovation gap

Umami Comms’ Marjorie Chapas explores why trust, community and emotional connection matter most during periods of crisis.

In a crisis, brands reveal who they really are

agency in

What brands now expect from agency partners in the Middle East

Takumi AI

AI ads: Slop or superpower?

Savvy MENA’s Taj Sur explores why creative relevance, shopper mindset and cultural context are critical to effective retail media strategies.

Elevating the impact of creative in the retail media discussion

$TBWA\RAAD’s Dany Aouad on rising expectations, building stronger talent, and why KSA brands need to embrace disruption and set trends.$

Industry Snapshot: Set trends from Saudi Arabia

Extend Experience’s Pascal Vrinssen explains why Saudi Arabia’s creative industry must learn to ‘sculpt’ AI beyond the tool narrative.

Saudi Report 2026: AI is not a tool; its raw material

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THE WORK

L'Oréal Paris used immersive experiences to launch their new product reflecting how Saudi Arabia's consumers are engaging with brands.

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’

The Answer is Yas

Advertising Creative Digital Digital Featured Marketing Media News Social The WorkJun 16, 2026

Yas Island’s ‘The Answer is Yas’ campaign drives 441 per cent surge in package search

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