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- Agency of the Year
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- Brands Focus
- Industry Forum
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- Media
- News
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AOTYME2026
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creator economy maturing

The creator economy is maturing

The Marketing + Media Alliance MENA (MMA MENA) publishes a standardised framework for influencers, The MENA Influencer Marketing Guide.

MMA MENA publishes a standardised influencer marketing guide

EWC’s The Founding Partners campaign turned sponsors into integrated storytelling partners through gaming-led experiences and activations.

A look inside The Founding Partners campaign by EWC

A new Ipsos MENA study with TikTok and Statex introduces a new framework for creator marketing, shifting focus from vanity signals to deeper performance measurement.

Ipsos and TikTok decode what really drives creator impact

Ben Sadek, Lead for Sports and Entertainment Partnerships — Middle East, The Coca-Cola Company

Podcast: Coca-Cola’s Ben Sadek on brand experiences that move people and partnering with the FIFA World Cup 2026

Jamil Adas

Imfluence appoints Jamil Adas as Head of Brand Partnerships

Habbar

Saudi Arabia’s creative house Habbar ventures into film marketing

Apex Legends at the Esports World Cup 2025: What makes a brand activation click

For the first time, Cannes Lions 2025 partners with Creator North to feature Arab digital content creators in its programme.

Cannes Lions 2025 partners with Creator North to celebrates Arab content creators for the first time

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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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