The Lay's campaign was rolled out through limited-time product drops, influencer videos, paid social media, and organic UGC ...

Royal Jordanian Airlines, and its creative agency of record AdPro&, discusses its post, which reached more than 700,000 people organically.

"We’ve relied too much on the AI ‘write prompt → generate content → post content’ cycle," says RAKEZ's Ahmad Numan.

The Premier Inn campaign with Crowd was delivered across social media; Google and Meta search platforms; and hyper-segmented messages.

Kantar's Hakan Nurakin, Wensi Li, and Richard Williams talk to Campaign Middle East about how old formulae in luxury won't work for Gen Z.

Gambit Communications has seen client wins, including Samsung, Property Finder, The Red Sea International Airport, FIX ...

The multi-channel Franklin Templeton campaign was rolled out through radio spots, OOH ads on the Dubai tram, print media and ...

Using WPP Open’s Creative Studio, an AI proprietary tool, Kim Mascarenhas reveals three characteristics about MENA's Gen Z ...

WPP Media is WPP’s global media collective. In a world where media is everywhere and in everything, we bring the best platform, people, and partners together to create limitless opportunities for ...

With Nadine Njeim as ambassador, Henkel Consumer Brands debuts haircare line through an influencer-led activation.

Hub71's Mohammed Alkhoori explains why storytelling is strategy for a startup, and why we must turn companies into communities.

"By elevating our people from within, we’re giving them the runway to keep defying expectations,” TBWARAAD Group CEO Reda ...