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Wassim Derbi, the National Head of Marketing and Communications at Hyundai UAE and Genesis UAE, and the author of Retail Marketing Management

Podcast: Hyundai UAE’s Wassim Derbi on the 5 Cs crucial to elevating CX

From left, Alberto Rader, Executive Creative Director, Keko Dubai, and Patrick Pesch, Managing Director, Keko Dubai on the need for brands to partner with communities

Why the power of communities is profound for brands and our social fabric

Abdullah Alliefan, Social Media Manager, Hashtag Middle East

Power of social media in shaping Saudi consumer behaviour

YouTube Connected TV CTV

UAE, Saudi, Qatar viewers shift to watching YouTube on Connected TV

Kris Fade, Founder of Fade Fit and presenter on Virgin Radio

Podcast: Kris Fade on the Fade Fit brand, influencer marketing, product and promotion

Saleh Aleidan, Founder of Saudi SaaS platform WinnerAd

Creative communication approaches for Gen Z and Gen Alpha

Pizza Hut accepts TikTok trends as form of payment

Chupa Chups

Chupa Chups takes MOE store to custom Roblox gaming ‘paradise’

Injeel Moti, managing director, Catch Communications and Catch Academy

The evolving face of communications – by Catch’s Injeel Moti

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THE WORK

e& explores hyper-personalisation in airport advertising

Binance Ramadan

Advertising Creative Featured The WorkMar 28, 2025

Shantelle Nagarajan

Binance brings crypto to the backgammon board this Ramadan

Nissan Kicks Key

Creative Featured Marketing The WorkMar 28, 2025

Shantelle Nagarajan

Nissan releases Kicks Key sneaker tag with Digitas Dubai

Fortnite

Advertising Creative Digital Featured Marketing Media The WorkMar 28, 2025

Jameel Motorsport disrupts Fortnite ecosystem to demonstrate cost of deforestation

Advertising Creative Featured The WorkMar 27, 2025

Shantelle Nagarajan

Media City Qatar’s WSJ print campaign delivers four in five ad recall

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