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Platformance’s Waseem Afzal makes the case for outcome-led organisations that connect intelligence, media, creative and commerce into one system.

The year ahead for outcome-based marketing

FAST Ventures

FAST Ventures launches $3m fund: FAST Foundry

Platformance

Platformance shares why brands can capture the deal-catcher wallet

TOP ROW, from left: Sachinn J Laala, Chief Executive Officer, Liquid Havas Market; Chris Bishop, Ecommerce Director, SQUATWOLF; Siham Arif, Associate Director - Ecommerce MENA, WPP Media; Kareem Al Saady, Regional Director – Retail Media and Retail Partnerships, talabat; and V. Nandakumar, Director – Marketing and Communications, Lulu Group International. BOTTOM ROW, from left: Waseem Afzal, Founder and CEO of Platformance; Gagandeep Singh, Head of Analytics & Machine Learning, StarzOn and Head of enfuse, e&life; Krinio Christaras, Head of Consumer Experience MENAP, Mondelez International; Rajesh Verma, General Manager – Middle East, Epsilon; and Subhan S. Ahmad, Senior Marketing, Growth and Digital Consultant.

Metrics that matter: ‘Stop chasing clicks, start orchestrating commerce’

The report highlights how the back to school period has evolved beyond a retail spike into a critical moment for advertisers to capture heightened consumer intent and secure early wins ahead of the competitive Q4 retail season. back to school

Beyond discounts: How advertisers can drive back to school sales

Platformance, Mindshare KSA drive app-led growth for Nova Water KSA

Brand versus performance? Is this really the fight?

From left, Waseem Afzal, Founder and CEO of Platformance, and Hamza Madi, General Manager for Emerging Markets, Platformance.

Platformance expands to Egypt with new office in Cairo

Marketers, CCOs, industry leaders call for caution, collaboration on data and creativity

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Henkel reveals 150th anniversary campaign led by AI video of its founder Fritz Henkel

Darb El Asateer

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Umniah by Beyon’s ‘Darb El Asateer’ revives voice of a Jordanian legend ahead of FIFA World Cup

Campaign Middle East highlights luxury work that has tapped into cinematic storytelling, cultural nuance, AI visuals and celebrity influence.

Featured Marketing The WorkJun 9, 2026

A round-up of all the luxury work picks

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