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Latest
- Agency of the Year
- Appointments
- Brands Focus
- Industry Forum
- Jobs
- Media
- News
- Opinion
- Pitches
- PR
- Private View
- Saudi Focus
- Special Features
- The Work
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Events
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AOTYME2026
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Unilever’s Manan Gupta on how beauty brands can create value when consumers are trading up – and trading down.

Premiumisation 2.0: Creating value in a polarising GCC beauty market

OUI Agency’s Remy Abouchakra explores why luxury advertising in Dubai is losing originality in favour of safe, polished creative.

Everything looks right. That’s exactly why it fails.

The transition from Udora to Flowwow highlights how rebranding goes beyond visual identity to include strategy, localisation and experience.

How a gifting platform’s rebrand went beyond visual identity

$TBWA\RAAD’s Dany Aouad on rising expectations, building stronger talent, and why KSA brands need to embrace disruption and set trends.$

Industry Snapshot: Set trends from Saudi Arabia

OFFLINE EDITIONS gathered voices from media, marketing, hospitality and culture for a day of panels, activations, workshops and conversations in Dubai.

OFFLINE EDITIONS opens conversations on creativity and community in Dubai

C&B's Ahmad Itani explores why credibility, cultural instinct and market-specific insight are becoming the defining advantages in KSA.

Industry Snapshot: Why cultural instinct is now a brand advantage

Anghami explains the need to build experiences that live beyond the match; sound and stories that fans carry long after the whistle.

How brands will win the next world cup through sound and the scroll

From left, Aishi Lahiri, Director, Advertising Solutions, Google MENA, and Noah Khan, Chief Innovation Officer, Omnicom Advertising CEE & AME

Omnicom Advertising, Google launch AI-powered creative intelligence system in Middle East

Keeping your brand sounding great when budgets are tight

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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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