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2025 outlook: “OOH is poised to take centre stage”

By Romain Colomer, Experience Director at Create. on the UX of AI

UX of AI: Why design is now easier and much harder

Key marketing trends in the Middle East that defined 2024

digital marketing

11 digital marketing trends to keep an eye on in 2025

Digital Essays 2024: The greatest cost-depreciation ever

Google creativity data-driven models AI

‘Combining creativity with AI-driven data models’: Google’s regional marketing director

$Global vs local From right, Razmik Kalaidjan, Regional Managing Director of Boopin; Dan Leach, Managing Director for Saudi Arabia at TBWA\RAAD; and Campaign Middle East Editor Anup Oommen share the Spotlight Stage for the Local Agency vs Global Agency debate at Athar.$

Global vs local: The big debate

Neel Pandya, CEO of EMEA & APAC, Pixis discusses the untapped potential of AI.

AI’s artistry in shaping tomorrow’s business canvas

Noon Yellow Friday

Creative campaigns, targeted marketing fuel skyrocketing White Friday sales

1 … 5 6 7 … 31

Page 6 of 31

THE WORK

Mountain Dew x Doritos duo take a daring route to reach Gen Zs in Iraq

Hilton

Advertising Creative Featured The WorkFeb 11, 2025

Shantelle Nagarajan

Hilton and Saudi Tourism Authority invite tourists to Kingdom with global campaign

From left, photograph by Elias Diab which was censored by social media algorithms, compared with an illustration by artist Keira Rathbone highlighting the reality of war by solely using letters and symbols typed on a typewriter, which escape automated social media censorship filters.

Advertising Creative Digital Editors' Picks Featured Marketing Media News The WorkFeb 10, 2025

Lebanon newspaper campaign reveals algorithm censorship of war correspondence

The Agent, brands for less

Digital Featured The WorkFeb 10, 2025

Brands for Less latest campaign, ‘The Agent’, showcases sourcing process

Digital Digital Featured The WorkFeb 10, 2025

Toyota reclaims lost traffic through creative SEO

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