[{"title":"The creator economy level-up","excerpt":"Creator marketing in the Middle East is entering a more demanding phase. The conversation is no longer only about reach, visibility or the number of followers a creator can bring to a campaign. Senior marketers, agency leaders and creators are now asking sharper questions such as: Which creator partnerships genuinely shift consumer behaviour? How should […]","author":"Shantelle Nagarajan"},{"title":"Dani Richa steps back to Non-Executive Chairman role at IMPACT BBDO","excerpt":"Dani Richa will transition to Non-Executive Chairman from his previous role as Group Chairman and CEO of IMPACT BBDO, supporting the agency\u2019s long-term strategic direction and continuing to champion its creative legacy across the region. As part of this transition, IMPACT BBDO\u00a0will align more closely with Omnicom Advertising\u2019s connected regional and global structure, giving clients […]","author":"Anup Oommen"},{"title":"A marketer’s confession (updated): Why AI is making me ditch the entire agency model","excerpt":"Last June, I wrote a piece on artificial intelligence (AI) that caused what can only be described as a collective aneurysm in the creative industry. Ad people. Copywriters. Creative directors. Agency founders. They all came for me with a level of fury usually reserved for people who put pineapple on pizza. It sparked a number […]","author":"Shantelle Nagarajan"},{"title":"ICOM appoints sweetwater CEO Steven Hetzer to its board alongside global industry leaders","excerpt":"ICOM, the global network of independent marketing and communications agencies, has elected three new members to its Board of Directors. Amongst the newly elected, sweetwater’s Founder and CEO Steven Hetzer takes the helm as ICOM’s Regional Director for MENA. In this role, he will focus on growing ICOM’s presence across one of the world’s most […]","author":"Shantelle Nagarajan"},{"title":"MCP: Your best media strategist that doesn’t sleep and doesn’t burn out","excerpt":"Model Context Protocol (MCP) hasn’t made it into many boardroom conversations yet. That’s exactly the problem. While most marketing leaders are still debating whether to add AI to their workflow, a quieter shift is already underway. AI agents are beginning to talk to each other \u2014 reading live campaign data, querying audience platforms, logging decisions […]","author":"Ishwari Khatu"},{"title":"Home of Performance creates bespoke identity for final F-PACE launch","excerpt":"Mohamed Yousuf Naghi Motors, in partnership with Home of Performance (HOP), has unveiled the complete naming, identity, and narrative platform created for the final Jaguar F-PACE. Created exclusively for the Saudi Arabian market, the vehicle will be known as Jaguar F-PACE Obsidian Edition, a name and visual identity developed to mark the closing chapter of […]","author":"Shantelle Nagarajan"},{"title":"TBWA\\RAAD\u2019s BETA event explores AI, commerce and the future of marketing","excerpt":"TBWA\\RAAD hosted the inaugural edition of BETA, an innovation event series designed to cut through the AI noise and equip brand leaders with the frameworks, tools, and thinking they need to compete in a rapidly shifting marketing landscape. The half-day gathering brought together CMOs, CEOs, and senior marketers from across the region alongside speakers from […]","author":"Ishwari Khatu"},{"title":"StickyGinger wins PR mandate for McLaren Middle East, Africa & India","excerpt":"StickyGinger has secured the PR retainer for McLaren Middle East, Africa and India following a competitive pitch process. This marks a continued expansion in the agency’s luxury and automotive portfolio. The agency will lead on PR strategy, media relations, influencer engagement, events, and regional campaigns. The partnership aims to further elevate McLaren\u2019s presence across key […]","author":"Anup Oommen"},{"title":"Play971 welcomes cricket legend Brett Lee as first brand ambassador","excerpt":"Play971, the UAE\u2019s first and only licensed sports wagering and gaming platform, has welcomed global cricket icon Brett Lee as its first official brand ambassador. The partnership comes at a time when cricket continues to strengthen its presence across the UAE, supported by a passionate fan base, a large South Asian community, and the continued […]","author":"Anup Oommen"},{"title":"Ooredoo Palestine picks Adpro& Group as creative and media partner","excerpt":"Adpro& Group and Adpro& OMD have been appointed as the integrated creative, social and media agency partners for Ooredoo Palestine, following a competitive pitch process with agencies from across the Middle East, marking the beginning of a new chapter for one of the region\u2019s most ambitious telecom brands. Under the new partnership, Adpro& and Adpro& […]","author":"Anup Oommen"}]