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AOTYME2026
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OFFLINE EDITIONS gathered voices from media, marketing, hospitality and culture for a day of panels, activations, workshops and conversations in Dubai.

OFFLINE EDITIONS opens conversations on creativity and community in Dubai

PUMA Middle East brought together fitness, community and local partnerships across Dubai and Abu Dhabi as part of its “Proud of the UAE” initiative.

How PUMA turned movement into a community-led UAE campaign

Skydeo CEO Mike Ford explores how Starbucks’ ChatGPT integration signals a major shift in commerce, as product discovery moves towards AI.

Starbucks’ ChatGPT integration signals the future of product discovery

Imagination’s Sleiman and RBnH Solutions's Theunis shares how UAE F&B spaces are evolving into community hubs shaped by connection.

Why successful F&B brands are building connection, not just restaurants

C2 Comms’ Joshua Mathias explores why Instagram’s new Instants feature signals a shift away from performative social media towards more private, imperfect and believable digital interactions in the Middle East.

Instagram Instants signals the end of the over-curated feed

Samsung Electronics MENA has opened applications for Galaxy Circle, the third edition of its annual flagship creator program.

Samsung calls on MENA’s next Gen Creators to join Season 3 of Galaxy Circle

tension

Advertising in times of tension cannot be binary

Instagram has introduced a new in-app feature called Instants. A new way to share photos in the moment with your friends.

Instagram introduces Instants – a new way to share in real time

Markgrid’s Agam Chaudhary shares how AI and neuromarketing are quietly rewriting the rules of marketing and why marketers cant ignore them.

Modern marketing has a new brief: the subconscious

THE WORK

Cannes Lions 2026 winners

Cannes Lions 2026 winners: Campaigns from the MENA region claim 20 Lions

Featured Marketing The WorkJun 25, 2026

Growdash unveils sonic identity with WithFeeling, turning restaurant chaos into branding

Rentify has launched BELONG, a UAE rental rewards programme allowing tenants to earn lifestyle experiences through on-time rent payments.

Featured Marketing The WorkJun 24, 2026

Rentify launches BELONG, turning rent into recognition for UAE residents

Lay's a

Advertising Creative Featured Marketing The WorkJun 24, 2026

Shantelle Nagarajan

Lay’s puts a Saudi twist on its global ‘No Lay’s No Game’ campaign

The Magrabi latest work brings together choose-your-own-adventure storytelling and distinct aspects of the Saudi life seen through the lens of four cultural figures.

Advertising Creative Featured Social The Work VideoJun 23, 2026

MAGRABI builds interactive ‘See Through Our Eyes’ campaign

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