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- Agency of the Year
- Appointments
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AOTYME2025
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Opinion

C2 Comms’ Saurabh Dahiya explains why MENA brands are drowning in data-rich insight and need cultural intelligence, not bigger dashboards.

Drowning in data, starving for meaning

Hamada Higgy, Head of Marketing, Barn’s on esports marketing

Has esports reshaped marketing?

5th Element MEA’s Azzam Khan on why marketers must keep a line in the budget for memes, great experiences and human moments that matter.

Your next marketing strategy needs a memes budget

Organisational alignment for long-term brand growth

Kijamii’s Omar Shoeb shares his take on the new era of Saudi’s marketing industry, one that rewards efficiency, clarity and proof of impact.

Cut the noise, keep the proof

From left, top row, Catherine Bannister, Chief Strategy Officer, TBWARAAD; Alejandro Fischer, Chief Strategy Officer, Havas Middle East; Sanita Sandhu, Chief Strategy and Growth Officer, Initiative MENAT; Tahaab Rais, Group Chief Strategy Officer, Publicis Groupe Middle East and Turkey; Frances Bonifacio, Head of Strategy and Director of HR, Serviceplan Arabia; From left, bottom row, Sachin Mendonca, Chief Creative Strategist, YouExperience; Daniel Shepherd, Chief Strategy Officer, Omnicom Media Group – MENA; Alex Jena, Chief Strategy Officer, dentsu MENAT; Sebastian Roland, Group Head of Strategy, Impact BBDO; and Prabhakar Iyer, Head of Strategy and Planning – Middle East, Edelman.

Is strategy more than a slide factory?

Miguel Rojas Ruiz

Private View by Rove Hotels’ Miguel Rojas Ruiz

Carlo Nakhle, Business Director, Havas Life Middle East on trust in healthcare communications

How digital dialogue is shaping GCC healthcare communications

IKEA's Carla Klumpenaar on OOH

Making space for meaning on OOH

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THE WORK

Al Ain Farms

Al Ain Farms collaborates with Mariaam Al Obeidli for UAE National Day campaign

Heinz Ketchup

Advertising Creative Featured Marketing PR The WorkDec 4, 2025

Shantelle Nagarajan

Heinz Ketchup Zero sees market share rise with talking fridge activation

Emirates Development Bank Livingroom documentary

Advertising Creative Featured Marketing The WorkDec 4, 2025

Shantelle Nagarajan

‘Every dirham tells a story’ in Emirates Development Bank’s docu-film

FCB, Intuit Quickbooks campaign celebrates power of humans and AI

Advertising Creative Digital Featured Marketing Media The WorkDec 3, 2025

FCB, Intuit Quickbooks campaign celebrates power of humans and AI

Doux Chicken Hashtag Contatious

Advertising Creative Digital Featured Marketing Media The WorkNov 28, 2025

Saudi Arabia’s Doux, Contatious launch AI-powered campaign

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