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Kijamii’s Bassel El-Sawy shares his take on why the industry needs a reality check, not just another AI playbook.

AI didn’t change the industry. AI just exposed it.

Film Pudding production company website marketing evolution

Film Pudding marks a new chapter in its marketing evolution

Pepsi unites David Beckham, Alexia Putellas, Ronaldinho, Lauren James in new campaign

Delving into the strategic rollout of Sobha Realty’s Siniya Island campaign

Ooredoo Qatar

Ooredoo Qatar picks FP7 McCann Doha as integrated marketing and comms partner

Taj Misr Developments

Ramadan TVCs show why Taj Misr Developments is not joking about its projects

Apple Relax Its iPhone campaign

Apple pays homage to Saudi soap operas in latest TV commercials

Sadia Impact BBDO OMD campaign

Sadia shares tips to ‘Ramadan Like a Pro’ through a fun campaign

One voice

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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