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Is regional marketing more brand-led than campaign-led?

NBA, Coca-Cola ink multi-year global marketing deal with Sprite as official drink

Ben Sadek, Lead for Sports and Entertainment Partnerships — Middle East, The Coca-Cola Company

Podcast: Coca-Cola’s Ben Sadek on brand experiences that move people and partnering with the FIFA World Cup 2026

Coca-Cola

Coca-Cola marks Kuwait National Day with heritage inspired limited-edition can

Leadership Accelerator

15 UAE women marcomms leaders picked for Think Equal Leadership Accelerator

Powerade spotlights the strength in stillness with Lamine Yamal

Spotify launches in-house music consultancy Aux

The Coca-Cola Company lights up Burj Khalifa to introduce new global brand philosophy and visual identity to the Middle East

Virtual Thought Leadership Forum for Sell-Side Partners from Project Agora

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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