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AOTYME2026
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Lay's campaign No Lay's No Game

‘No Lay’s, No Game’ video campaign featuring Saudi footballers builds on fan activations

Leaders from PUMA, talabat, SOCIALEYEZ and House of Comms examine the shift from purpose-led messaging to operational and meaningful responsibility.

The rise of meaningful responsibility, and the fall of performative marketing

Bandar Al Tuwairqi, Co-Founder and Chief Creative Officer, Habbar

Campaign Middle East 40 Over 40 2026: Bandar Al Tuwairqi, Habbar

Zaher Ayat, General Manager – Marketing & PR, INFINITI Middle East

The end of performative luxury

Ibrahim Al-Mutawa, Jummar PR

Campaign Middle East 40 Over 40 2026: Ibrahim Al-Mutawa, Jummar PR

The role of WithFeeling was to create a sonic identity that could become part of the Islamic Arts Biennale’s emotional architecture.

WithFeeling taps into faith and culture for Islamic Arts Biennale sonic identity

Hessa Al Sudairy

Campaign Middle East 40 Over 40 2026: Hessa Al Sudairy, Publicis Communications KSA

ABG is one of the select group of bodies joining Google's Priority Flagger Program with access to a dedicated reporting channel for the platform's ads.

ABG to help flag policy-violating Google Ads across the region

Saleh Agha

Campaign Middle East 40 Over 40 2026: Saleh Agha, OMD UAE

THE WORK

Shake Shack AI-powered

Shake Shack turns burger launch into AI-powered shouting challenge

Spotify has launched Your Summer Persona in Egypt, a personalised in-app experience that matches listeners to a summer identity

Featured Marketing The WorkJul 23, 2026

Spotify’s ‘Your Summer Persona’ gives Egyptians a personalised summer

Qiddiya

Brands Creative Featured Insights News The WorkJul 23, 2026

Shantelle Nagarajan

Qiddiya City launches ‘Powered by Play’ brand platform

Saudi a

Advertising Creative Featured Marketing Social Media The WorkJul 21, 2026

Shantelle Nagarajan

Saudi Arabia makes the World Cup’s hydration break a real-time marketing platform

IKEA discount

Advertising Creative Featured Marketing The WorkJul 20, 2026

Shantelle Nagarajan

IKEA Alsulaiman turns a football tactic into a ‘Flat Out’ discount campaign

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