AnalysisAnalysisMENA
Attention is dead. Long live the 90-second soap opera.
Short vertical serial videos with cliffhangers are becoming a real format for branded content, and AI makes them cheaper to test.
Oct 12, 2026 · Campaign Middle East
News.
The marketing stories worth your time, and what they mean.
Analysis
AnalysisAnalysisGCC
MENA Power List 2026: Dubai Media's Mohamed Sulaiman AlMulla
Dubai Media's CEO argues that Arab media should own and export its own intellectual property instead of remaining mainly a market for global IP.
Oct 9, 2026 · Campaign Middle East
AnalysisAnalysisPartner contentMENA
AI in Film Production: Amira Sherif on What's Next
Kino Films' Amira Sherif on why production houses must act as business partners, and why AI speeds up the work without replacing the people doing it.
Oct 9, 2026 · Campaign Middle East
AnalysisAnalysisMENA
AI is thriving. Are we?
Accenture Song's Anusha Azees argues that Middle East marketing teams are adopting AI fast, and that the human cost of that pace is being ignored.
Oct 9, 2026 · Campaign Middle East
AnalysisAnalysisPartner contentMENA
Industry Snapshot: How Iraq is emerging as a global production destination
Frame Vision's Dhafir Ayad on why international directors now ask what they can shoot in Iraq, and why he expects the country to start exporting productions.
Oct 9, 2026 · Campaign Middle East
AnalysisAnalysisSaudi Arabia
Experiences have to be taken part in, not just watched
Saudi Tourism Authority's Sarah Abumelha on why brands need experiences that invite participation, and how destinations can use them to sell a visit.
Oct 9, 2026 · Campaign Middle East
AnalysisAnalysisSaudi Arabia
We have built the stages. Now we need to build the rooms.
Laila Essa argues that Saudi Arabia's creative industry has plenty of stages but needs small communities where professionals can share hard-won knowledge.
Oct 9, 2026 · Campaign Middle East
AnalysisAnalysisGlobal
Why brand is back on the founder agenda
After years of performance-only thinking, founders are reinvesting in brand. Here is what the evidence says, and where the split is uncertain.
Oct 8, 2026 · Brief & Butter
AnalysisAnalysisSaudi Arabia
National Day ads all look the same. Here's the test.
Saad Al-Ruwaili asks whether brands lose their own voice when they try to sound patriotic.
Oct 7, 2026 · Balaconah
AnalysisAnalysisSaudi Arabia
Marketing budgets are tightening. Agencies now have to show what the money changed.
Balaconah's team argues Saudi communication is moving from big budgets to proof of impact, and that AI is changing what agencies sell.
Sep 17, 2026 · Balaconah
AnalysisAnalysisGlobal
When logistics speaks the language of people: DHL's pitch for a village
DHL treated a missing football pitch as a logistics problem in northern Thailand. The author explains why that works.
Sep 12, 2026 · Balaconah