Marketing

Periods of regional instability place communications teams under immediate pressure. News cycles move quickly, social feeds amplify fragments of information, and stakeholders begin asking questions before facts fully settle. In these moments, one decision becomes central to brand leadership: should we speak, slow down, or stay silent? This requires tactful judgment about visibility, timing, and […]

Luxury has never been about being seen everywhere. It has always been about being remembered. I have spent years inside rooms where brands debate what to show the world, what to post, what to announce, what to push next. The conversation is almost always framed as addition: more content, more campaigns, more touchpoints, more visibility. […]

Success in this region depends on recognizing that audiences are multilingual, behaviors shift with seasonality, convenience shapes decision-making, and platforms play different roles across the customer journey.

Digital marketing in automotive retail is evolving fast. For Kia NMC, the challenge was clear: how to connect the right audience with the right message while ensuring every marketing riyal delivers measurable impact. Over the past two years, a partnership with SeezBoost, an AI-driven performance marketing service, has transformed how Kia NMC approaches digital campaigns, […]

Platformance.io founder and CEO Waseem Afzal reflects on what true disruption means, the cultural values that fuel his team, and the insights he offers to founders striving to create something original and lasting.

Turning boardrooms into brainstorms and making corporate stories impossible to scroll past

Sector experiencing rapid growth.

The integration is available exclusively through the Smiles app now, with the opportunity for members to transfer via the Etihad website and newly launched mobile app in the near future.

New regulation to take effect in three months.

This is a clear message to brands: if your creative is still playing it safe, or feels like a copy-paste job, you're already behind.

"CAP.G was built to bridge the gap between bold ideas and real-world execution."

The Kingdom's content creator industry is growing at incredible pace.

Why the best time to start was yesterday—and why today will still change everything?

MENA consumers are more likely to trust a brand that says less but says it with precision than one that shouts constantly with aesthetic polish.

UAE companies show outstanding performance in an annual report highlighting the world's most valuable and strongest brands.

Alabbar says team were not able to change strategy.

Today's consumers of content are, ironically, discontent.

TikTok empowers SMBs to fully capitalize on the "Golden Quarter" beyond the typical promotional peaks, while protecting their brands from the diminishing returns of a purely promo-driven approach.

For businesses with great products that haven't yet made their mark, brand repositioning can be transformative.

No matter the sector, the size, or the success of any company, the most common point that comes around each time remains the same: the brand matters.

We look at the MENA region's podcast scene, and examine some of the most crucial points to consider.

A brand sprint is a three-hour workshop that comprises six activities, all designed to create a guide that identifies core brand values, personality traits, and strategic positioning for an organization.

"At the end of the day, when it comes to communication, it's never just about you- in fact, I'd actually argue that it should always be centered on whoever is on the other side of the conversation."

Marketeers who tap into the psychological aspects of consumer behavior can connect with their target audience on a deeper level, drive conversions, and build a loyal customer base that will help their business thrive.

The secret to success is to free brands from a one-dimensional approach to marketing, because, just as there is no one right way to run, there is no singular approach to developing a brand.

In the competitive world of business, price wars, despite their initial appeal, are rightly seen as a race to the bottom.