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BETA

TBWA\RAAD’s BETA event explores AI, commerce and the future of marketing

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

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THE WORK

Lay's a

Lay’s puts a Saudi twist on its global ‘No Lay’s No Game’ campaign

The Magrabi latest work brings together choose-your-own-adventure storytelling and distinct aspects of the Saudi life seen through the lens of four cultural figures.

Advertising Creative Featured Social The Work VideoJun 23, 2026

MAGRABI builds interactive ‘See Through Our Eyes’ campaign

Yango

Featured Marketing Social Media The WorkJun 22, 2026

Shantelle Nagarajan

Yango Group, Oo La Lab host YASMINA perfume workshop

DAMAC Emirati

Advertising Creative Featured Marketing The WorkJun 22, 2026

Shantelle Nagarajan

Emirati talents power DAMAC brand film ‘For the Love of Our Nation’

Porsche Cayenne The Black Mambas 1

Advertising Creative Digital Featured Marketing Media Social The Work VideoJun 19, 2026

Porsche MEA, The Romans honour, support The Black Mambas and rhino conservation

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