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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 … 3 4 5 … 29

Page 4 of 29

THE WORK

Aroya cruise ship sonic branding MassiveMusic

MassiveMusic sets sail in Saudi Arabia with sonic identity for AROYA Cruises

Digital Featured The WorkJan 17, 2025

HungerStation uses AI to shield riders from the desert heat

Creative Featured The WorkJan 16, 2025

Shantelle Nagarajan

Virgin Mobile KSA switches it up in latest campaign

easypaisa Impact BBDO Pakistan insurance billboards workers labourers campaign

Advertising Creative Digital Featured Marketing Social Media The WorkJan 16, 2025

‘Acts, not ads’: Easypaisa, Impact BBDO OOH campaign insures billboard workers

HSBC Middle East scam

Advertising Creative Digital Featured Marketing The WorkJan 16, 2025

HSBC reveals fraudsters’ manipulative tactics in Scam Encounters campaign

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Snap Case Study – Level SHoes

Case Study: Level Shoes Sets CAPI and Sees 19% Improvement in App Measured ROAS

How brands like Zara, Levi’s and H&M use AI for trend, demand forecasting

Jan 16, 2025

‘Acts, not ads’: Easypaisa, Impact BBDO OOH campaign insures billboard workers

Jan 16, 2025

Do consumers trust brands’ purpose-driven goals?

Nov 20, 2024

Carlsberg taps M&C Saatchi Middle East for strategic and creative services

Nov 27, 2024

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