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The View
Patrick Samaha
Patrick Samaha Founder Eleveight
Julien Hawari
Julien Hawari Editor-in-Chief Communicate
Hubert Boulos
Hubert Boulos CEO Das Kapital Dekuple Group
Ian Philion
Ian Philion Strategic Adviser and Writer
Julien Gillet
Julien Gillet Head of Creative Strategy FP7 McCann Doha
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Want to use AI at work? Stop asking for chatbots, says Brain Co executive

Want to use AI at work? Stop asking for chatbots, says Brain Co executive

Businesses risk wasting their investment in artificial intelligence when they focus on deploying chatbots and AI agents instead of identifying the problems they need to solve,…

beIN becomes first global organisation in Qatar to receive NIA certification

beIN MEDIA GROUP has received the National Information Assurance (NIA) Certification from Qatar’s National Cyber Security Agency (NCSA), becoming the first global organisation in the country…

NEWS

TBWA\RAAD and D&AD award two emerging creative talents

Advertising agency TBWA\RAAD and creative organisation D&AD have awarded internships to two emerging creatives following the third edition of the D&AD New Blood Portfolio Review in…

NEWS

Ibn Battuta Mall adds 38 outlets in retail expansion

Ibn Battuta Mall in Dubai is adding 38 businesses across retail, dining and entertainment, with 21 already open and 17 more scheduled to launch by the…

NEWS
Branded

The Chief Title That Isn’t: What GCC Ad Salaries Actually Say Right Now

By Communicate Staff

Transparency in the storm: How the GCC managed crisis communication

By Hoda Rizk

Ounass expands into physical retail activations with Stage

By Communicate Staff

Aramco remains Middle East’s sole entrant in Kantar BrandZ global top 100

By Communicate Staff
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Insights

A leading system: centralized cross-government media-buying

As countries across the region explore the idea of a centralized, cross-government media-buying unit*, one question remains: how can a single framework balance efficiency and coherence…

The great ad spend shift: What is redefining global and regional advertising?

The global advertising market entered 2026 facing a strange paradox. On one hand, marketers are navigating severe geopolitical instability, persistent inflation, supply chain disruptions, trade restrictions,…

INSIGHTS

Want to use AI at work? Stop asking for chatbots, says Brain Co executive

Businesses risk wasting their investment in artificial intelligence when they focus on deploying chatbots and AI agents instead of identifying the problems they need to solve,…

INSIGHTS

Why brands are looking beyond the 30-second ad

As audiences shift from linear television to ad-supported streaming, brands are looking beyond conventional advertising spots to build lasting consumer connections through premium content, entertainment partnerships…

INSIGHTS
BRANDS

Dillon Lawson-Johnston: Abu Dhabi is financing the creator economy

The Guggenheim Brothers Media co-founder on sovereign capital, the “missing middle” in creator investment, and why AI won’t replace the human spark behind great IP. Dillon…

NEWS

Al-Futtaim ditches stock photos, puts 40,000 real employees at the heart of employer brand

The Heart of Tomorrow is Al-Futtaim’s first-ever Group-wide employer brand, with no models, no scripts, just its own people across Dubai, Riyadh and Singapore. How do…

BRANDS

OMEGA celebrates Speedmaster heritage with new collection

Swiss watchmaker OMEGA welcomed guests to an exclusive event at its boutique in The Dubai Mall, celebrating nearly seven decades of the Speedmaster collection and unveiling…

BRANDS
AGENCIES

Omnicom Media MENA’s Joumana Hathout: “Our scales remain the same”

Most agencies keep their pay grades close. Omnicom Media MENA shares them with its staff. That openness is part of why Joumana Hathout, General Manager, People…

AGENCIES

Are agencies actually using AI, or just selling it?

Fiona Menzies has a story that every CMO running an RFP process this year will recognize, even if they haven’t said it out loud yet. Eden…

AGENCIES

What is AI actually getting wrong in regional creative?

Start with the ad everyone actually remembers, because it makes the sharpest possible case that the industry keeps blaming the wrong culprit. In December 2025, McDonald’s…

COMMUNICATE-AI-HUB
The Gulf, After the Storm

The Gulf, After the Storm

October 2026
Cannes Lions Special Issue

Cannes Lions Special Issue

June 2026
The FMCG Crisis Playbook

The FMCG Crisis Playbook

March 2026
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Garnier BBDO

Pepsi

TBWA\Chiat\Day Los Angeles

Fiat

Leo Burnett Italy

KIA

David&Goliath

Clash of Clans

Barton F. Graf

Ad of the week FightTheStroke | DUDE Milano

FightTheStroke shows why cerebral palsy cannot fit into a single script

A fictional agency team attempts to explain cerebral palsy in one clear 30-second film, but every person it meets challenges its assumptions. The campaign uses gentle humour to show that the condition manifests differently in every individual, before inviting people with cerebral palsy to share their stories and talents through a global casting archive.

Ranking

MENA’S CREATIVE PULSE – TOP CAMPAIGNS

MENA creativity has entered its main character era. From AI-powered seat maps and blind football seats to seasoning-led fandoms and parking spots turned media space, the…

NEWS

Best Brands and Marketers

The Brands and Marketers Who Actually Won 2025 In 2025, marketing noise was everywhere. Visibility was easy to buy, reach was easy to inflate—but true distinction…

NEWS

Top 70 CEOS

Influence doesn’t always announce itself with titles or corner offices. Sometimes it’s quieter, moving people without visible force. To build this Top List, we looked beyond…

NEWS
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