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Sony's Sekiguchi shares how Gen Z is reshaping culture in the Middle East, pushing brands to move beyond ads and build authentic experiences that empower and connect.

How tech brands are winning Gen Z with next-gen marketing

How Sony adapted a global audio campaign for the Middle East

Sony picks Ruder Finn Atteline for PR across the Middle East

Will a gaming strategy become as critical as a social media strategy?

In this new era of Ramadan advertising, the brands that will make it to the top will be those that put meaning over marketing, says Sony MEA's Jobin Joejoe.

Ramadan advertising: From visibility to meaningful connections

By Jobin Joejoe, Managing Director of Sony Middle East and Africa

Unlocking potential: The rise of the Middle East’s creator economy

THE WORK

Heinz Ketchup

Heinz Ketchup Zero sees market share rise with talking fridge activation

Emirates Development Bank Livingroom documentary

Advertising Creative Featured Marketing The WorkDec 4, 2025

Shantelle Nagarajan

‘Every dirham tells a story’ in Emirates Development Bank’s docu-film

FCB, Intuit Quickbooks campaign celebrates power of humans and AI

Advertising Creative Digital Featured Marketing Media The WorkDec 3, 2025

FCB, Intuit Quickbooks campaign celebrates power of humans and AI

Doux Chicken Hashtag Contatious

Advertising Creative Digital Featured Marketing Media The WorkNov 28, 2025

Saudi Arabia’s Doux, Contatious launch AI-powered campaign

Indian Motorcycle

Advertising Creative Featured Marketing The WorkNov 28, 2025

Shantelle Nagarajan

Indian Motorcycle KSA, Al Jazirah Vehicles teach bikers a new language for prostate cancer awareness

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