Communicate Online

Back-to-School used to be a mall's easiest sell: put the whole list under one roof, run a discount, wait for parents to walk in. This year, the strongest mall campaigns in Dubai barely mention the discount at all. BurJuman Mall still has the full checklis

Christopher Nolan's The Odyssey is taking the idea of a movie billboard beyond simply displaying a film poster, with Universal Pictures Middle East using an eye-catching outdoor campaign in Dubai to turn the film's advertising into an experience. The camp

By Mazen Nahawi Somewhere between the funnel graphics we still draw in strategy decks and the way people actually decide what to believe, buy and support, something has broken. The consumer of the future, and in many ways the consumer of right now, no lon

Taco Bell is returning to the UAE after a 14-year absence, but its comeback is being framed as more than a restaurant relaunch. The US quick-service restaurant (QSR) brand is looking to reconnect with a new generation of consumers as it uses the Emirates

Omnicom Media has officially launched Hearts United in MENA, combining its Hearts & Science and Mediahub networks into a new 40-market media agency. Hearts United debuts as a leader in new business, outperforming its competitors globally and in EMEA, givi

As GCC tourism rebounds, the real barrier is confidence, with UAE hotel occupancy still trailing last year's levels despite flight schedules being largely restored. We sat down with Chris Gregory-Pasha, MENA Travel Lead at The Trade Desk, to unpack how th

Global luxury brands are expanding their presence in Saudi Arabia as rising domestic demand, tourism and the Kingdom's investment in retail, hospitality and entertainment create new opportunities for premium consumption, according to a report by Arab News

As brands across the GCC increasingly look beyond traditional search to ensure they are visible and accurately represented in AI-generated answers, a new communications concept is gaining relevance: "narrative debt." International reputation management ag

iPhone recorded the strongest month-on-month increase in word-of-mouth conversations among brands in Saudi Arabia in July, according to the latest YouGov BrandIndex data. iPhone's Word of Mouth score rose 6.1 percentage points, from 40.6% in June to 46.7%

OpenAI CEO Sam Altman has offered a striking glimpse into the company's vision for the next generation of AI assistants, suggesting that a descendant of ChatGPT could, within six months, continuously understand what users are doing across their screens, m