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Boopin's Hamza Zaid explores why strategy-first social is the only way to build meaningful, scalable presence this year.

Why a smart social strategy matters more than ever in 2025

Zeena Kurd, General Manager, Boopin UAE on scope of work

From paper to practice: Treating scope of work as a living agreement

Razmik Kalaidjian on Trust, Boldness, and AI-Driven Strategies

Industry Snapshot: trust, boldness, and the future of media

Razmik on complacency

Industry Snapshot: “Complacency is the enemy of progress”

The best Middle East performance marketing agencies of 2024

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

Global vs local: The big debate

Abu Dhabi Arabic Language Centre ALC Boopin DCT Abu Dhabi Department of Culture and Tourism

Podcast: DCT Abu Dhabi and Boopin on the power of marketing in Arabic

Digital Essays 2024: The winning formula

The evolving nature of marketing to the Saudi youth

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THE WORK

Horizon FCB leaned into the Squid Game theme at the 'perfectly balanced time' to bring the client's bold vision to life– after Squid Game’s third season dropped, and the show garnered more than 190 million viewers.

Lipton, Horizon FCB unveil ‘perfectly balanced’ Squid Game-inspired campaign

Ahmed Seddiqi

Advertising Creative Digital Featured Marketing Media The WorkJul 14, 2025

Ahmed Seddiqi, Create collab for 75th anniversary campaign, brand refresh

Zidan

Advertising Creative Featured Marketing The WorkJul 9, 2025

Shantelle Nagarajan

Egypt’s Tie House picks former pro-footballer Zidan for latest campaign

Emirates NBD SHARE Credit Card

Digital Featured The Work Video Video & AudioJul 9, 2025

SHARE by MAF reimagines AI use in bold Emirates NBD SHARE Credit Card launch

Your Bazaar

Advertising Creative Featured Partner content The WorkJul 8, 2025

Shantelle Nagarajan

Your Bazaar sonic identity: A gold-winning sound for a new kind of marketplace

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