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AOTYME2026
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Spin time

The Spin: What is the meaning of time

Youthquake: The sports marketing revolution

Webedia Arabia’s Choucair says the industry needs to acknowledge the rise of female esports players and their role as drivers of engagement.

Female esports players are rising. Can brands keep up?

WPP Media’s AlTurk explains how the metric of attention-first unifies and unlocks growth in the region’s fragmented media landscape.

Digital Essay 2025: The attention-first currency

SOCIALEYEZ’s Tarek Esper says the impact depends on how agencies wield it, not what the technology can do alone.

Digital Essays 2025: AI era demands authentic agencies

Initiative’s Rahul Karam shares that search is an ecosystem, hence why today’s performance strategies must follow intent, not platforms

Digital Essays 2025: Rewriting the search playbook

MMS’s Jad Saab explains how CTV is restoring shared viewing in MENA and offering brands more opportunities to be part of it.

Digital Essays 2025: CTV – The screen that brought us back together

PHD’s Amit Patel explores how agentic AI unlocks exponential human creative value by combining machine intelligence with human intent.

Digital Essays 2025: Beyond prompting, the joy of thinking

Seedtag’s Sherry Mansour explains how neuro-contextual AI is redefining relevance, bringing human emotions back to advertising.

Digital Essays 2025: AI that understands context like a human

THE WORK

The Unburied Casket

Women For Change, Edelman reveal rollout of Cannes Lions-winning The Unburied Casket

Novo Nordisk, weight loss, Live Lighter, Saatchi & Saatchi

Advertising Creative Digital Digital Featured Marketing Media Social The Work VideoJul 7, 2026

Novo Nordisk, Lama Jouni, Saatchi & Saatchi reframe weight transformation conversation

Batroun Foot City

Featured The WorkJul 6, 2026

Batroun Foot City transforms a coastal city into a 39-day World Cup activation

SAVA Squad

Advertising Creative Digital Digital Featured Marketing Media Social The Work VideoJul 3, 2026

Majid Al Futtaim’s SAVA reveals SAVA Squad to show dominance over category rivals

Tarek Nour Advertising Orange Egypt

Advertising Creative Digital Digital Featured Marketing Media Social The Work VideoJul 3, 2026

Orange Egypt, Tarek Nour Advertising reflect Egypt’s cautious World Cup optimism

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