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Engy Noureldin, Lead Strategist, Kijamii on strategy led by humans in marketing

Beyond personas: Why real strategy starts with human truths

The PR stunt turned into a guerrilla marketing campaign, being amplified digitally and via social media across Instagram, TikTok, Facebook and YouTube as thousands of pieces of user-generated content flooded the internet following the PR stunt.

noon rider goes viral by video-calling his mother with Amitabh Bachchan lookalike in Dubai

Enchanteur

Enchanteur reveals strategy behind bold Valentine’s move that won the internet

SMASHREQ

Mashreq’s SMASHREQ TikTok padel game smashes records, connects with Gen Z

Zindagi Ko Yas Bol Zindagi Na Milegi Dobara sequel

Zindagi Na Milegi Dobara sequel? Yas Island ads make the case with 1.5 billion views

Jenan Ramadan campaign

Jenan converts ‘villain’ Monther Rayahneh with Ramadan Made Good gutsy campaign

Youtube Shorts celebrates one year in MENA

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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Snap Case Study – Level SHoes

Case Study: Level Shoes Sets CAPI and Sees 19% Improvement in App Measured ROAS

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Nov 28, 2025

Smarter websites, stronger search: The next era of website management and SEO

Nov 18, 2025

Realize sees strong adoption from brands, delivering up to 30% stronger performance

Dec 1, 2025

Emirates NBD expands anti-fraud efforts with innovative awareness campaigns

Dec 4, 2025

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