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AI and

A marketer’s confession (updated): Why AI is making me ditch the entire agency model

agency

The agency reckoning has begun

Publicis Groupe Middle East & Turkey won the Holding Company of the Year honour, securing one of the biggest awards of the night, presented by Manoj Khimji, Managing Director, The Vantage.

AOTY 2025: Publicis Groupe on winning Holding Company of the Year

The beauty

The MENA Power List 2025: Publicis Communications UAE’s Nathalie Gevresse

Xplore’s Rehman shares how the agency model is changing—from siloed, process-heavy structures to more agile, intent-driven ways of working.

Where is the agency model headed?

THE WORK

F-PACE

Home of Performance creates bespoke identity for final F-PACE launch

Property Finder FIFA

Advertising Creative Featured Marketing The WorkJun 10, 2026

Shantelle Nagarajan

Property Finder says ‘the world comes home’ in FIFA World Cup 2026 brand film

Henkel founder Fritz Henkel

Advertising Creative Digital Featured Marketing Media Social The Work VideoJun 10, 2026

Henkel reveals 150th anniversary campaign led by AI video of its founder Fritz Henkel

Darb El Asateer

Advertising Commercials Creative Digital Featured Marketing Media Social The Work VideoJun 9, 2026

Umniah by Beyon’s ‘Darb El Asateer’ revives voice of a Jordanian legend ahead of FIFA World Cup

Campaign Middle East highlights luxury work that has tapped into cinematic storytelling, cultural nuance, AI visuals and celebrity influence.

Featured Marketing The WorkJun 9, 2026

A round-up of all the luxury work picks

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