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From Anup Oommen, Editor, Campaign Middle East; Ravi Rao, Managing Partner, Climaty.AI; Giacomo Ziani, Senior VP – Corporate Marketing & Communications, G42; Anis Zantout, Executive Director – Digital Innovation, Dubai Holding Entertainment; Meghna Vyas, AVP – Marketing, Banking Sector, UAE.

Campaign’s event wrap: Leaders debate agentic AI adoption, creativity vs tech, platforms vs open web

Heinz activation trades ketchup sachets for a Heinz bottle in Dubai

Heinz movie

Heinz launches cinema ad campaign that is ‘interrupted by a movie’

Heinz goes brandless to celebrate Saudi National Day

Heinz Hum Hum The Gamechanger campaign gamers robotic snacker and feeder

Heinz displays ‘irrational act of love for gamers’ in Hum Hum campaign

Brands share their winning formula for gaming

Marketing Game Changers 2023: Passant El Ghannam, Marketing Director Middle East & Africa, Heinz

THE WORK

Mall of The Emirates

Mall of The Emirates’ 20th-anniversary campaign generates more than $614,000 in media value

Nissan Magnite Infobip

Advertising Digital Featured Marketing Media The WorkNov 14, 2025

Nissan, Infobip achieves 200% engagement uplift with agentic AI WhatsApp campaign

Advertising Creative Digital Featured Marketing Media The WorkNov 13, 2025

Justlife says ‘We Got You’, offering ‘extra bit of help at home’ in brand refresh

Tech Mahindra

Creative Featured Marketing Media News The WorkNov 12, 2025

Tech Mahindra CMO reveals strategy, rollout behind brand refresh

The Romans Clay Jugs

Advertising Creative Digital Featured Marketing Media The WorkNov 11, 2025

The Romans reveals pro bono breast cancer awareness campaign

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