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The pitches that deliver the most value are the ones in which both sides treat the process as the start of a partnership, not a transaction.

In the defence of pitches

Maya Bou Ajram, Chief Strategy Officer, Publicis Media Middle East

Publicis Media Middle East appoints Maya Bou Ajram as CSO

Joyce Hallak, CEO, Spark Foundry Middle East

Publicis Groupe Middle East appoints Joyce Hallak as CEO of Spark Foundry ME

Sachin Mendonca, Chief Strategy Officer, YouExperience on creativity

A CSO says: ‘Congratulations, we’ve engineered creativity out’

From left, top row, Catherine Bannister, Chief Strategy Officer, TBWARAAD; Alejandro Fischer, Chief Strategy Officer, Havas Middle East; Sanita Sandhu, Chief Strategy and Growth Officer, Initiative MENAT; Tahaab Rais, Group Chief Strategy Officer, Publicis Groupe Middle East and Turkey; Frances Bonifacio, Head of Strategy and Director of HR, Serviceplan Arabia; From left, bottom row, Sachin Mendonca, Chief Creative Strategist, YouExperience; Daniel Shepherd, Chief Strategy Officer, Omnicom Media Group – MENA; Alex Jena, Chief Strategy Officer, dentsu MENAT; Sebastian Roland, Group Head of Strategy, Impact BBDO; and Prabhakar Iyer, Head of Strategy and Planning – Middle East, Edelman.

Is strategy more than a slide factory?

Campaign Middle East: The MENA Power List 2025

The MENA Power List 2025: Havas Middle East’s Alejandro Fischer

HAVAS promotions

HAVAS Middle East strengthens leadership with four promotions

Steve Plimsoll, Chief Strategy Officer and Acting Chief Marketing Officer, HUMAIN on AI in Saudi Arabia

PIF-backed HUMAIN’s Acting CMO on Saudi Arabia as a global AI powerhouse

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THE WORK

CALIN Campaign

CALIN campaign takes the ‘I Only Do Soft’ conversation from comfort to emotional care

Advertising Creative Digital Featured Marketing Media The WorkJun 2, 2026

Adidas reimagines Mo Salah as modern day Egyptian king in ‘You Got This’ campaign

Ariel

Digital Featured Social The WorkJun 1, 2026

Ariel taps into the emotional load behind everyday household moments

Advertising Creative Digital Digital Featured Marketing Media News Social The WorkMay 26, 2026

Almarai achieves 15m+ reach, attracts 9m+ visitors with immersive AR experiences on Snap Map

Saudi Arabia adidas Backyard Legends campaign

Advertising Creative Digital Digital Featured Marketing Media Social The WorkMay 25, 2026

adidas unveils Saudi chapter of ‘Backyard Legends’ ahead of FIFA World Cup 2026

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