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Waqas Mohammed Amin, Director of Creative Services

Creative leadership in the age of AI

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

Industry Snapshot: Set trends from Saudi Arabia

Extend Experience’s Pascal Vrinssen explains why Saudi Arabia’s creative industry must learn to ‘sculpt’ AI beyond the tool narrative.

Saudi Report 2026: AI is not a tool; its raw material

Mohamed Yousuf Naghi Motors’ Bilal Hallab explains why brands built on patience outlast brands built on pressure.

Saudi Report 2026: Saudi Arabia’s most expensive marketing mistake

Alat’s Hussain Abdrabalnabi explains why most personalisation often feels fake, and why relevance depends on context, emotion, understanding.

Saudi Report 2026: The empathy illusion

Industry Snapshot: The new rules of engagement in Saudi Arabia

Saudi Tourism Authority’s Arcan Murshid reveals why destination marketing is about giving travellers memories they want to take home.

Saudi Report 2026: You dont market a country, you shape how it’s seen

I propose we stop asking what AI can do and start asking what it should do. Efficiency is not a strategy. It is a hygiene factor.

The next saudi transformation won’t be digital; it will be resilient

Esports Foundation's Mohammed Al Nimer shares how Saudi brands are winning in esports by becoming part of the experience.

Why esports is becoming the most effective platform for brands in Saudi Arabia

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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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