# The Brand Berries

> Voicing Out Brand Stories


## Posts

- [Gambit Communications Appoints Bassel Barakat as Senior Director](https://thebrandberries.com/gambit-communications-appoints-bassel-barakat-as-senior-director/): Dubai, UAE – April 14th 2026: Gambit Communications has announced the appointment of Bassel Barakat as Senior Director, in a strategic role overseeing flagship clients in the independent agency’s burgeoning portfolio.  Bassel brings 12 years of experience to his new role, covering senior positions on both agency and brand side, and in-depth knowledge of the wider GCC region. He has built and led communications strategies spanning brand reputation across B2G, B2B and B2C, with a specific focus on Saudi Arabia. In his most recent role, he led external comms at Deloitte Middle East, working closely with an extensive network of…
- [RTA And Dubai Police Want You To Drive Like Your Mum Is In The Car](https://thebrandberries.com/rta-and-dubai-police-want-you-to-drive-like-your-mum-is-in-the-car/): Dubai, United Arab Emirates, 13 April 2026: RTA, in collaboration with Dubai Police, has launched a new campaign aimed at tackling the everyday driving behaviours that contribute to congestion and road safety risks across Dubai. Not the big, obvious violations, but the smaller, routine ones people slip into without thinking, tailgating, sudden braking, distracted driving, unnecessary lane changes. The kind of behaviour that feels minor in the moment, but adds up across the road. Instead of approaching this through enforcement, the campaign takes a more instinctive route, by bringing in a voice most people already respond to. Their Mothers. Built…
- [Infobip at 20: the AI era is here, and the next 20 years start now](https://thebrandberries.com/infobip-at-20-the-ai-era-is-here-and-the-next-20-years-start-now/): Infobip sets out why the shift to agentic AI represents the biggest opportunity in its history Dubai, United Arab Emirates – 13 April 2026 – Global AI-first cloud communications platform Infobip today marks the 20th anniversary of its founding. With Infobip AgentOS now live and agentic AI moving from pilot to production globally, Infobip is entering its most significant chapter in its history. Founded on 13 April 2006 by Silvio Kutić and Izabel Jelenić in Vodnjan, Croatia, with a €25,000 loan, Infobip bootstrapped to a billion-dollar valuation before its first external funding round in 2020, growing from core SMS into an omnichannel communications…
- [UM Promotes Nashwa Khalil to General Manager, KSA](https://thebrandberries.com/um-promotes-nashwa-khalil-to-general-manager-ksa/): Stepping up from Business Director at UM UAE, Khalil takes a Riyadh-based leadership role focused on talent, capabilities, and client growth in one of the region’s most ambitious and fast-evolving markets. THURSDAY, APRIL 9, 2026, RIYADH, SAUDI ARABIA: UM, part of Middle East Communications Network (MCN) in the MENAT region, has promoted Nashwa Khalil to General Manager, KSA. Based in Riyadh, Khalil steps into a leadership role centred on strengthening UM’s strategic position in the Kingdom and defining the agency’s next chapter. In her new role, Khalil will drive UM KSA’s commercial ambitions across client growth and retention, agency operations, and team leadership,…
- [PR Is No Longer A Support Function. It Is A ‘Leadership Skill’](https://thebrandberries.com/pr-is-no-longer-a-support-function-it-is-a-leadership-skill/): By: Namita Thakkar, PR Director, Matrix PR Dubai For a long time, public relations has been positioned as a function that follows. A campaign is developed, a product is launched, a strategy is approved, and somewhere towards the end of that process, PR is brought in to amplify the story. That sequencing may have worked in a slower, more predictable environment. It does not hold up today. We are operating in a landscape where perception forms in real time, often independent of intent. A single announcement, a comment in an interview, or even a line taken out of context can…
- [The More You Get Lost, The More You Save: IKEA Alsulaiman Launches Step Buy Step, Its Largest Wellness-Led In-Store Campaign, Rewarding Customers for Every Extra Step](https://thebrandberries.com/the-more-you-get-lost-the-more-you-save-ikea-alsulaiman-launches-step-buy-step-its-largest-wellness-led-in-store-campaign-rewarding-customers-for-every-extra-step/): Created in partnership with FP7 McCANN, the new campaign rewards IKEA Family members with discounts for reaching 4,000 steps in-store. Riyadh, Saudi Arabia – 7th April 2026 – IKEA Alsulaiman has launched Step Buy Step, its largest wellness-led in-store initiative to date, created in collaboration with FP7 McCANN, turning one of the brand’s most relatable truths into a purposeful customer experience. Launching on World Health Day 2026, the campaign taps into a wider national movement in Saudi Arabia to make everyday life more active, healthier and more rewarding. Known globally for its vast showrooms and famously maze-like layout, IKEA has…
- [Finalists Revealed For PRCA MENA Young Lions PR Competition 2026](https://thebrandberries.com/finalists-revealed-for-prca-mena-young-lions-pr-competition-2026/): UAE, Dubai – 7 April 2026: PRCA MENA – the region’s official representative of the Young Lions PR Competition – has announced the 2026 shortlist, following a competitive round that brought together 27 teams from across the region. The winning PRCA MENA Young Lions team will go on to represent the region at the Cannes Lions International Festival of Creativity in June. Mirroring the competition format in Cannes, participants were tasked with responding within a 24-hour window to a live brief developed in partnership with Smart Life Foundation. Entries were evaluated by a panel of eleven senior industry professionals, with…
- [New AI tools from Kantar deepen human understanding and inform innovation decisions](https://thebrandberries.com/new-ai-tools-from-kantar-deepen-human-understanding-and-inform-innovation-decisions/): As AI reshapes how marketers understand people and culture, Kantar has introduced two new AI-native solutions, Kantar Converser and EvaluateExplorer, that connect connect human understanding with predictive evidence – bringing together real conversations, cultural context and data-led intelligence to support smarter growth choices.  AI‑moderated conversations that deepen human understanding Kantar Converser is a qualitative research solution that captures and interprets one‑to‑one, in‑the‑moment, conversations. Supported by an AI moderator, analysis and the cultural expertise of over 500 qualitative practitioners in more than 60 countries, Kantar Converser turns dialogues with consumers into meaningful outcomes for brands, adding richer qualitative intelligence to make…
- [PRCA MENA Appoints Exclusive Regional Boards 2026](https://thebrandberries.com/prca-mena-appoints-exclusive-regional-boards-2026/): PRCA MENA has appointed new Board members to its restructured Advisory and Strategy Boards. The much-anticipated announcement underlines the global Trade Association’s commitment to the region, where it continues to offer support in response to the current situation in the Middle East.  The decision follows a review of the Association’s strategic priorities, which are to increase awareness of and investment into PR services and drive-up global standards. Both the Advisory and Strategy Boards are designed to ensure focus and accountability against defined outcomes. The new structure supports a forward-looking transformation agenda built around three priorities: culture, artificial intelligence and the…
- [The great unbundling: Decoding the future of audience engagement](https://thebrandberries.com/the-great-unbundling-decoding-the-future-of-audience-engagement/): By Ibrahim Ghazal, Head of Social Media MENA, and Steven Sidawi, Head of Media Delivery MENA, WPP Media The age of ‘social media’ is over. This may sound like a bold claim, but it was the undeniable conclusion from our recent ‘Media Maestros’ panel, where we gathered leaders from Meta, TikTok, Snapchat, Pinterest, and YouTube. The monolithic term we’ve used for over a decade no longer captures the reality of a fragmented, multi-faceted digital landscape. As leaders in social strategy and media delivery at WPP Media, we see this not as a complication, but as a pivotal opportunity. Brands that…
- [Kia Launches FIFA World Cup 2026™ Display Themes, Igniting Global Football Fever](https://thebrandberries.com/kia-launches-fifa-world-cup-2026-display-themes-igniting-global-football-fever/): Dubai, United Arab Emirates, March 26, 2026 – Kia Corporation (Kia) has announced the launch of 16 additional Display Themes to celebrate the upcoming FIFA World Cup 2026™. Developed in line with the brand’s ‘Inspiration Connects Us All’ campaign, the new themes follow on from the FIFA World Cup 2026™ Global Display Theme unveiled in December, bringing even greater levels of personalization to Kia vehicles. The FIFA World Cup 2026™ Display Themes will be available for Kia vehicles equipped with the ccNC (Connected Car Navigation Cockpit) infotainment system[1] in the U.S., Europe, and South Korea[2]. The themes can be downloaded and used at no…
- [HAVAS Red Middle East Launches CRed – A Creator Practice Helping Brands Earn Cred in a Culture-Driven World](https://thebrandberries.com/havas-red-middle-east-launches-cred-a-creator-practice-helping-brands-earn-cred-in-a-culture-driven-world/): Dubai-UAE, 26 March 2026: HAVAS Red Middle East today announced the launch of CRed, the agency’s global creator marketing practice designed to help brands earn true cred – the credibility that fuels influence in a creator-powered, community-led world. As the creator economy becomes more community-centered and embedded across the full customer journey, CRed formalizes HAVAS Red Middle East’s commitment to helping brands build culturally fluent, trust-driven partnerships that deliver measurable business and reputational impact. Dana Tahir, CEO, HAVAS Red Middle East commented, “CRed is a natural evolution of how influence is taking shape in our region. We are seeing a…
- [Gulf crisis threatens up to $94bn of global ad spend growth over next two years](https://thebrandberries.com/gulf-crisis-threatens-up-to-94bn-of-global-ad-spend-growth-over-next-two-years/): Global ad growth uprated to +10.4% this year – to $1.32trn – but volatile outlook could remove as much as 4.2 percentage points (pp) – or $49.9bn – from growth in 2026 Food, travel & transport and technology & electronics sectors among most susceptible to high oil prices and a prolonged disruption to shipping in Strait of Hormuz Ad market growth is expected to ease to 8.2% next year – to a total of $1.43trn – but a prolonged Gulf crisis removes a further $44.0bn from growth prospects in 2027 A wider tech sector slowdown is already set to hinder social media momentum, but growth expected across the board WARC Global Ad Spend Forecast Q1 2026 update: Implications of the Gulf energy crisis 26…
- [Careem shares key customer trends during Ramadan](https://thebrandberries.com/careem-shares-key-customer-trends-during-ramadan/): Dubai, UAE – March 27, 2026: Careem reports key customer trends across the Everything App during the Holy Month of Ramadan 2026. This Ramadan coincided with a period of heightened regional uncertainty, and the impact was felt across communities throughout the UAE. During this time, Careem worked closely with local authorities to prioritise Captain safety above all else, while continuing to ensure that customers could access the essential services they depend on every day. The UAE’s resilient infrastructure has allowed Careem to maintain essential business continuity and support their Captains, partners, customers, and colleagues.  Seeds for Gaza This Ramadan, Careem…
- [Doha Festival City Reports 18% Ramadan and Eid Footfall Growth, Driven by Experience-Led Offerings ](https://thebrandberries.com/doha-festival-city-reports-18-ramadan-and-eid-footfall-growth-driven-by-experience-led-offerings/): Doha, Qatar, 29 March 2026 – Doha Festival City, Qatar’s leading retail and lifestyle destination known for its curated mix of coveted trends, recorded an 18% year-on-year increase in footfall month-to-date in March, alongside a 7.5% uplift during the Eid period, reflecting continued demand for experience-led offerings and reinforcing its position as a high-performing asset within Qatar’s retail landscape. This positive performance was supported by strong sales, leasing activity and tenant performance across key retailers, with sustained visitor engagement during a period where community connection remains especially important. This reflects the asset’s continued ability to drive relevance and engagement in a dynamic regional environment. Doha Festival City’s…
- [OSN+ Launches Music-Led Campaign Built Around Its Biggest Genres and Shows](https://thebrandberries.com/osn-launches-music-led-campaign-built-around-its-biggest-genres-and-shows/): A modern, sonic-led campaign engineered to translate genres into sound, drawing from its flagship shows and redefining how streaming platforms can build memorability at scale. Dubai, UAE, 27 March 2026: OSN+ has unveiled a multi-genre brand anthem built around its core content genres, introducing a distinctive sonic direction for the platform and a new approach to platform-level storytelling. Blending drama, horror, thriller, action and comedy within one cohesive composition, the anthem was designed as a “sonic map” of OSN+, where each segment reflects the emotional DNA of a genre, expressed through the platform’s key titles, with lyrics designed to capture…
- [Ruder Finn Atteline strengthens MENA offering with launch of rf.engage - Ruder Finn’s global internal communications and skills & capability practice](https://thebrandberries.com/ruder-finn-atteline-strengthens-mena-offering-with-launch-of-rf-engage-ruder-finns-global-internal-communications-and-skills-capability-practice/): Dubai, UAE – 30 March 2026: Ruder Finn Atteline, a global integrated marketing and communications consultancy and the MENA arm of the Ruder Finn group, continues to grow its suite of services in the region with the launch of rf.engage, Ruder Finn’s strategic internal communications service line, which also includes bespoke leadership training.  Ruder Finn Atteline’s expansion of services is a response to rapid growth in internal engagement needs in the region, especially as organizations navigate ongoing challenges – the need for a robust people strategy has never been more apparent. This is in line with the agency’s parent company, with internal engagement alone now totaling more than 20% of Ruder Finn’s global client portfolio, and leadership training similarly gaining traction as organizations invest in leadership…
- [The Wonder Women of MENA: Yango Ads' Yuliya Kim](https://thebrandberries.com/the-wonder-women-of-mena-yango-ads-yuliya-kim/): My professional journey and defining milestones The best things in my life have happened because of curiosity, especially in my career. My journey in advertising and marketing started unexpectedly. I attended an open-day interview simply to support a friend, but a few days later, I received a job offer myself. Fresh out of university, with only a few internships in banking, I had never imagined working in a media agency. But I genuinely loved it. That is how my career began in my home country. A few years later, curiosity led me even further. I moved to Dubai, driven by…
- [Al-Futtaim Electric Mobility and Teads Drive Record Consideration  for the Super Hybrid BYD Shark 6 Omnichannel campaign, leading  to significant uplift in brand attribution and purchase intent. ](https://thebrandberries.com/al-futtaim-electric-mobility-and-teads-drive-record-consideration-for-the-super-hybrid-byd-shark-6-omnichannel-campaign-leading-to-significant-uplift-in-brand-attribution-and-purchase-int/): DUBAI, UAE – Teads, the omnichannel outcomes platform, and Al-Futtaim Electric Mobility,  the exclusive BYD distributor in UAE, today announced the results of its latest campaign for  the launch of the BYD Shark 6. By utilizing a synchronized omnichannel approach, the  campaign – targeting young automotive enthusiasts in Saudi Arabia and the United Arab  Emirates set a new benchmark for marketing efficiency, driving a significant uplift in brand  attribution and purchase intent.  Driving Engagement Through Innovation  The primary objective of the campaign was to increase awareness and model consideration  by highlighting the BYD Shark 6’s distinct hybrid power and all-terrain…
- [Spotify Introduces SongDNA: Turning Music Listening into an Interactive Discovery Experience](https://thebrandberries.com/spotify-introduces-songdna-turning-music-listening-into-an-interactive-discovery-experience/): Spotify has introduced SongDNA in beta, a new immersive music experience for Premium users that reveals the intricate network of people and creative connections behind the music you love. Every song has a story, and SongDNA helps you explore the connections shaping it – transforming passive listening into a self-directed discovery journey. Now, you can explore the collaborators behind the song, the samples and interpolations that shaped each track’s sound, and browse the covers it inspired. With SongDNA, users can: How it works: A new dimension of discovery SongDNA complements existing features like About the Song, offering listeners a deeper…
- [When Survival Becomes Strategy: What Human Physiology Actually Teaches Us About Business Priorities](https://thebrandberries.com/when-survival-becomes-strategy-what-human-physiology-actually-teaches-us-about-business-priorities/): By: Jad Ziade, Co-founder, MAT In times of scarcity, systems do not simply reduce activity; they reorganize. The human body, when exposed to deprivation, follows a precise, hierarchical allocation of resources to preserve system equilibrium and maximize survival. This paper extends that logic to business strategy under constraint.  It argues that survival is not about protecting a single function, but about preserving a minimum viable system, a balanced interplay between demand generation, value creation, and financial sustainability.  Using physiological evidence and recent business examples, particularly from the recent pandemic, this article reframes how organizations should think about priorities when resources…
- [FIFA World Cup 2026 Is Predicted To Drive $10.5 Billion Surge In Ad Spend But Ad Impact Diminishes Amid A Shifting Media Landscape ](https://thebrandberries.com/fifa-world-cup-2026-is-predicted-to-drive-10-5-billion-surge-in-ad-spend-but-ad-impact-diminishes-amid-a-shifting-media-landscape/): The World Cup still drives huge audiences, but weaker linear reachAttention is shifting to the conversation around gamesLate night matches provide category opportunitiesWARC Global Advertising Trends: FIFA World Cup 2026 19 March 2026 – The 2026 FIFA men’s World Cup will be the biggest in the tournament’s history, hosted across Canada, Mexico, and the United States with more matches than ever before.  Yet, despite large audiences, rising rights fees, and expanding sponsorship packages, the World Cup’s measurable contribution to ad growth appears to be weakening, finds WARC Media in its latest global advertising trends study.  While the event is expected to inject $10.5bn into the ad market, advertisers are no longer…
- [The Wonder Women of MENA: Weber Shandwick MENAT's Tania Kteily](https://thebrandberries.com/the-wonder-women-of-mena-weber-shandwick-menats-tania-kteily/): By: Tania Kteily, Associate Director, Weber Shandwick MENAT and President, Middle East Public Relations Association (MEPRA), Youth Board  On staying teachable, leading with empathy, and lifting others as you rise. My professional journey and defining milestones The past ten years have been an interesting ride. I left Beirut to start a new chapter in Dubai, evolving from a junior talent into a leadership role. Throughout my seven years at Weber Shandwick, moving from Senior Associate to Associate Director and representing brands across luxury, automotive, technology, real estate and retail, I’ve learned that leadership does not come in one shape or…
- [New Balance Unveils Ellipse](https://thebrandberries.com/new-balance-unveils-ellipse/): A Running Shoe Designed for All Runners to Lose Track of Time Dubai, UAE – March 23, 2026: New Balance announced today the launch of the Ellipse, the daily performance shoe designed to help runners rediscover the joy of the sport and lose track of time. Now available across the region, the all-new Ellipse features the unparalleled comfort of Fresh Foam X cushioning reimagined with a bouncy underfoot feeling to make daily runs more enjoyable. In a world where technology has turned running into a constantly connected scorecard of metrics, the Ellipse is designed to restore the beauty of being lost in the…
- [The Wonder Women of MENA: Raya's Alaa Elshafei](https://thebrandberries.com/the-wonder-women-of-mena-rayas-alaa-elshafei/): By: Alaa Elshafei, Head of Marketing and PR at Raya Holding for Financial Investments  I didn’t grow into leadership in a traditional way. Long before my career officially began, I was already exposed to professional environments that most people encounter much later in life. My brother believed deeply in my potential and often involved me in settings that were both exciting and demanding. Without realizing it at the time, those early experiences fast-tracked my professional maturity, training me to think, act, and take ownership while others were still finding their footing. That early start became my quiet advantage when I…
- [The Wonder Women of MENA: Rana Hassan](https://thebrandberries.com/the-wonder-women-of-mena-lixils-rana-hassan/): Growth Through Giving Some of the most important conversations in my career didn’t happen in meeting rooms. They happened while walking through an exhibition, standing inside a beautifully designed hotel lobby, or over coffee with a colleague who casually shared an idea that completely changed the way I looked at things. Those moments taught me something early on; inspiration doesn’t always come from presentations or strategy decks. Sometimes it comes from people, places, and the willingness to stay curious. If there’s one thing my career has taught me, it’s that no real success happens alone. Every step forward I’ve taken…
- [The Wonder Women of MENA: Publicis Media Luxe's Manal Naboulsi](https://thebrandberries.com/the-wonder-women-of-mena-publicis-media-luxes-manal-naboulsi/): Redefining Leadership Through Influence, Growth, Trust and Collective Impact Throughout my career, I have come to believe that leadership is not defined by titles, but by the ability to create momentum, for people, for ideas, and for the businesses we build together. The media and marketing industry is evolving faster than ever. Technology, data, and shifting consumer expectations are constantly reshaping how brands connect with people. Navigating this landscape requires curiosity, resilience, and a commitment to continuous learning. My journey has been one of transformation and growth. I’ve had the privilege of working with some of the most iconic luxury…
- [The Wonder Women of MENA: Wajeeha AlHusseini](https://thebrandberries.com/the-wonder-women-of-mena-wajeeha-alhusseini/): The Power of Giving: Leadership, Courage, and the Power of Building Others Up Success can look polished from the outside – you’ve got the title, the salary, the continuity. And then there is the truth. For me, those two paths split sharply in my forties when I chose the harder, less certain path which turned out to be one of the most defining decisions in my career. The Leap That Changed Everything I walked away from a high-paying corporate career to build a business from scratch in the sports industry — specifically triathlon and cycling — while based in Qatar.…
- [The Wonder Women of MENA: UM's Lea Koyess](https://thebrandberries.com/the-wonder-women-of-mena-ums-lea-koyess/): My professional journey and defining milestones My career in media has been defined by leading regional and global businesses across multiple brands, markets, and stakeholders. Early on, I managed a regional multi-brand portfolio across diverse product categories, collaborating with a range of senior stakeholders. Operating within this regional ecosystem, I built a strong foundation in aligning priorities, managing complexity, and developing integrated media strategies. This experience later evolved into managing broader international portfolios, where the complexity shifted from multiple brands to multiple markets. Leading a global brand spanning more than 60 markets became a defining milestone in my career; one…
- [The Wonder Women of MENA: Spotify's Nouran Hassan](https://thebrandberries.com/the-wonder-women-of-mena-spotifys-nouran-hassan/): Early in my career, I thought leadership was about control. To be taken seriously, you had to be composed. Decisive. Firm. That was what authority looked like to me. And as a young woman navigating entertainment and media, I learned quickly how to embody it. So I did. I became measured. Contained. Efficient. I answered quickly. I spoke carefully. I made sure I looked certain, even when I wasn’t. It built credibility and presence, and it moved my career forward. But it also created distance. Not from the work. From myself. I couldn’t have named it at the time. I…
- [The Wonder Women of MENA: Delano Hotels' Priya Patel-Chomel](https://thebrandberries.com/the-wonder-women-of-mena-delano-hotels-priya-patel-chomel/): Looking back on my career, I realise I’ve often been drawn to industries at moments of transformation. Whether it was the evolution of global media, the rise of digital platforms, or now the reinvention of hospitality experiences in the Middle East, what has always drawn me is the opportunity to help build brands that shape culture and bring people together. Over the past two decades, I’ve had the privilege of working with some of the world’s most influential media and technology companies, including the Financial Times, BBC World News, Google, and Instagram. Those roles not only exposed me to powerful…
- [The Wonder Women of MENA: Amazon's Salmeh Vakilian](https://thebrandberries.com/the-wonder-women-of-mena-amazons-salmeh-vakilian/): Your professional journey and defining milestones My career journey spans over a decade of progressive growth across some of the most       dynamic regions in global advertising. My career foundation began at Zenith, where I honed my strategic planning capabilities and cultivated a deep understanding of traditional and digital media integration. In October 2012, I joined Amazon Ads in the UK as an Account Manager, and over the years grew steadily into leadership. A defining chapter came when I took on management of the UK Account Management team — a role that went far beyond delivering results. I…
- [The Wonder Women of MENA: Initiative's Hiba Madi](https://thebrandberries.com/the-wonder-women-of-mena-initiatives-hiba-madi/): No one grows alone. Behind every step forward lies a system of support: an understanding partner, a strong community, or an empowered team. The most meaningful progress often happens when people come together to solve complex problems, support one another through pressure, and collectively work towards stronger solutions and more equitable standards. My professional journey in the communications and media industry has been shaped by both challenge and growth. Working within fast-paced, multinational agencies has taught me the importance of resilience, adaptability, and collaboration. At the same time, it has shown me that relationships and hierarchies are not always balanced,…
- [The Wonder Women of MENA: Initiative's Dina Medhat](https://thebrandberries.com/the-wonder-women-of-mena-initiatives-dina-medhat/): Eighteen years ago, I began my journey at Initiative as a Media Executive working on the Henkel account—young, eager, and determined to explore the fast-paced world of communications. What began as an entry-level role soon evolved into a long-term professional path shaped by curiosity, continuous learning, and the remarkable people who influenced me along the way. Today, as General Manager, I look back with gratitude for the experiences, teams, and opportunities that have defined my career. My interest in the industry began during my university years. A professor who taught communication strategy—previously at Leo Burnett—spoke about advertising with such passion…
- [The Wonder Women of MENA: MCN's Dina El Houssainy](https://thebrandberries.com/the-wonder-women-of-mena-mcns-dina-el-houssainy/): My journey with MCN began over a decade ago, and over the past 13 years the organisation has shaped not only my professional path but also my leadership philosophy. My career has been built on continuously learning, evolving, and stepping into responsibilities beyond my initial scope. A defining aspect of that journey has been growing through different roles while contributing to the development and export of talent across markets, particularly between Beirut and Dubai. Leading diverse teams and managing complex client businesses has reinforced the importance of adaptability, collaboration, and resilience. Another meaningful milestone has been stepping into leadership while…
- [The Wonder Women of MENA: MBC Shahid's Natasha Matos‑Hemingway](https://thebrandberries.com/the-wonder-women-of-mena-mbc-shahids-natasha-hemingway/): My career has been shaped by curiosity about how technology, media, and human behaviour intersect. I began my professional journey in strategy consulting before moving into the technology sector with roles at Google and Microsoft, where I had the opportunity to work across multiple markets in Europe, the Middle East, and Africa. These years taught me how to scale businesses in complex environments and how digital platforms can fundamentally transform industries.  A defining milestone came when I joined MultiChoice as Chief Marketing Officer for Showmax. At the time, streaming in Africa was still growing and I was in a great…
- [The Wonder Women of MENA: Michal Divon](https://thebrandberries.com/the-wonder-women-of-mena-michal-divon/): A defining milestone in my career was moving to the UAE in 2020. ”This is a country run by values, and those values flow from the Founding Father through leadership, through CEOs and institutions, and ultimately to the people on the street.” That realization came to me not long after I moved to the UAE in 2020. A defining moment in my career. At the height of Covid, I was living in New York City, where everything had come to a halt. During that time I had the opportunity to visit the UAE, and what I witnessed was remarkable. The…
- [The Wonder Women of MENA: Nicole Aoun](https://thebrandberries.com/the-wonder-women-of-mena-visas-nicole-aoun/): Empathy Is Not a Soft Skill. It’s a Strategic One Empathy is often described as a soft leadership trait. Over time, I have come to see it as something quite different: one of the most practical strategic tools a leader can have. Over the past fifteen years, working across global brands from FP7 McCann to Al Tayer, National Geographic, Fox, Spotify and now Visa, I have seen how leadership cultures shape the way people collaborate, compete, and grow. Along the way, I worked with many talented leaders. Some were generous mentors who created space for others to grow. Others were more…
- [The Wonder Women of MENA: KAUST's Amy Lee-Hopkins](https://thebrandberries.com/the-wonder-women-of-mena-kausts-amy-lee-hopkins/): I have always loved a big idea. The moment when someone shares a thought that makes people intrigued. A different way of looking at something. A spark that suddenly opens up a new possibility. Throughout my career, that creative moment and the determination to turn an idea into something real has been what excites me most about my work. My career has taken me from journalism into marketing, communications and brand across five  countries: Australia, the UK, Fiji, Vietnam and now Saudi Arabia. Each place has shaped how I think about creativity and leadership, but one lesson has remained constant.…
- [WARC Rankings 2026: Effective 100 Revealed - The Most Awarded Campaigns And Companies For Effectiveness ](https://thebrandberries.com/warc-rankings-2026-effective-100-revealed-the-most-awarded-campaigns-and-companies-for-effectiveness/): Ranked #1: Campaign: How a Soap Brand Created a Global Self-Esteem Movement for Dove by Ogilvy London / Mindshare New YorkCreative agency: AlmapBBDO, São PauloIndependent creative agency: Mischief, New YorkMedia agency: Starcom, Chicago Independent media agency: Streetwise, São Paulo Network: Ogilvy Independent network: GUT Holding Company: Omnicom Brand: McDonald’s  Advertiser: Unilever  Reach for good, fans become central and effective AI use are key themes    18 March 2026 – The WARC Effective 100, the ultimate independent global benchmark of the world’s most awarded campaigns and companies for effectiveness, and the third and final of the WARC Rankings, is now released.   Compiled by WARC, the annual Effective 100 Rankings aggregate the results of the most important global and regional effectiveness awards of 2025. The shows tracked are determined in consultation with…
- [The Wonder Women of MENA: Al Ameed Coffee's Lamia Shreim](https://thebrandberries.com/the-wonder-women-of-mena-al-ameed-coffees-lamia-shreim/): For me, marketing has never been just about campaigns, reach, or visibility. At its core, marketing is about meaning, understanding people, connecting with culture, and creating experiences that resonate in everyday life. My career began in the gaming industry, where I spent nine years at Tamatem Games, the leading mobile game publisher in the MENA region. I joined the company early in its journey and eventually became Marketing Director, leading a team of more than 35 people across growth, data, influencer and digital marketing, PR, social media, and creative. The gaming industry is fast, analytical, and constantly evolving. It taught…
- [The Wonder Women of MENA: Carla Dabis](https://thebrandberries.com/the-wonder-women-of-mena-conde-nasts-carla-dabis/): Authored by: Carla Dabis, Commercial Creative Director, Condé Nast Middle East. My career is the culmination of many experiences, both shared and personal, that have shaped not just what I do, but why I do it. Along the way, my path was often met with self-doubt – and the occasional raised eyebrow – as I moved multiple countries between media, production, and branded content roles. Twenty years in, I find myself exactly where I am meant to be. Every experience has been a piece of a larger puzzle. At times, the vision felt unclear or abstract, but gradually the pieces…
- [The Wonder Women of MENA: Gathern's Meral Ahmed](https://thebrandberries.com/the-wonder-women-of-mena-gatherns-meral-ahmed/): My journey in the creative industry began many years ago through art, where I expressed my ideas and dreams through colors and paper while participating in several domestic and international art competitions. This passion evolved further when I joined the Applied Arts Faculty, specializing in Advertising, where my vision became clearer. It was there that I discovered both my creative potential and the impact ideas can have on people and the brands behind them. After graduating, I started my career as a designer at different agencies, focusing on visual communication and brand storytelling. While already working in the industry, I…
- [The Wonder Women of MENA: Memac Ogilvy's Bana Shennak](https://thebrandberries.com/the-wonder-women-of-mena-bana-shennak/): As communicators, we shape narratives that influence behaviour, culture, and even policy. That responsibility has guided my journey, from working on complex multi-stakeholder projects across sectors, to helping redefine how influence and strategic communications are practiced in the region. Our region is currently navigating a period of heightened uncertainty and tension, where events unfolding around us are shaping the realities people and institutions must respond to today. In moments like these, the role of communication becomes far more critical. Responsible storytelling, thoughtful leadership, and the ability to bring clarity in times of complexity are not just professional responsibilities; they are…
- [The Wonder Women of MENA: Memac Ogilvy's Rand Al Khawaja](https://thebrandberries.com/the-wonder-women-of-mena-memac-ogilvys-rand-al-khawaja/): A Mother, A Wife, A Student of Life If there is one thing I have learned over the past two decades, it is that careers are not ladders; they are living, evolving journeys. I began in 2006 as a qualitative analyst at Ipsos, fascinated by people; what they think, what they feel, what drives their decisions. That curiosity led me into advertising, where I grew within agencies such as Promoseven, Leo Burnett and later the Ogilvy network. Over the years, I had the privilege of working on regional brands across multiple markets nurturing my experience, resilience and patience. This past…
- [The Wonder Women of MENA: Publicis Groupe's Lama Naimi](https://thebrandberries.com/the-wonder-women-of-mena-publicis-groupes-lama-naimi/): My career had a very different start to where it is today. My first full time job was with an American NGO that taught me that how you package things is crucial. I then moved to Diwanee when social media was booming in MENA, where I got front row exposure to how people behaved when they were anonymous (this at the time when people were migrating from forums to social pages). A change of pace then landed me in Cinemoz (one of my fondest roles), where I was focused on content acquisition and understanding what people wanted to consume. Then…
- [The Wonder Women of MENA: Alfan's Diana Baddar](https://thebrandberries.com/the-wonder-women-of-mena-alfans-diana-baddar/): The Heart Behind the Operations: A Journey from Global Giants to Regional Grassroots  If you had told me twenty years ago that I’d be sitting at the intersection of high-level operations and the wild, wonderful world of the creator economy, I might have laughed. My journey has always been fueled by a restless curiosity about “what’s next.”  Many know me from my years at Google and YouTube, where I had the incredible opportunity to help build the digital video foundation for the MENA region. From the adrenaline of breaking a Guinness World Record to the deep cultural pride of bringing…
- [The Wonder Women of MENA: Coca-Cola's Sophie Norton](https://thebrandberries.com/the-wonder-women-of-mena-coca-colas-sophie-norton/): I will always remember the first time I was told, “I want you to decide the direction we’re going in on this project.” What followed was a rush of imposter syndrome, vulnerability, and fear. What if I choose wrong? Despite that internal uncertainty, I was fortunate to have a manager who trusted me, empowered me, and would have supported me even if my decision hadn’t been perfect. He became a coach—guiding, nudging, and challenging me to become a better marketeer and a better person. That experience shaped me, and throughout my career I have tried to offer the same belief…
- [The Wonder Women of MENA: Virgin Mobile's Saniya Zafar ](https://thebrandberries.com/the-wonder-women-of-mena-virgin-mobiles-saniya-zafar/): The year was 2016, a fascinating moment to be working in marketing. Social media was evolving rapidly. Ephemeral content was the buzz, brands were experimenting with live video, and customer experience was beginning to shift onto social platforms as audiences increasingly expected brands to respond in real time. To keep pace with this shift, we had just hired a small team of young women to support our growing social media efforts. As the Digital Marketing Manager at the time, I suddenly found myself leading this new team. Fresh out of university, they were bright, curious and eager to understand how…
- [The Wonder Women of MENA: VML's Amale Dagher](https://thebrandberries.com/the-wonder-women-of-mena-vmls-amale-dagher/): Still Here. Still In It. I did not plan to end up in HR. A year after university, I joined the HR department of a bank in Lebanon almost by accident. A few months in, I could name all 800 employees across 12 branches, without checking a single record. I knew where they worked, what they were going through, what mattered to them. That was my first sign: I was exactly where I belonged. Seventeen years later, I am still here. Somewhere along the way, I realized that the work I cared most about — the conversations that stayed with…
- [The Wonder Women of MENA: PHD's Dimple Dinesh](https://thebrandberries.com/the-wonder-women-of-mena-phds-dimple-dinesh/): Your professional journey and defining milestones My professional journey has been shaped by curiosity, resilience, and a deep belief that clarity creates confidence — for businesses, teams, and for leaders. From the early days of my career, I was drawn to the intersection of data, technology, and decision-making. At a time when measurement was often viewed as a back-end function, I saw its potential as a strategic lever — one that could shift conversations from intuition to impact, and from activity to outcomes. That belief became the foundation of my path. One of the most defining milestones in my journey…
- [The Wonder Women of MENA: Nespresso's Dania Ghalayini](https://thebrandberries.com/the-wonder-women-of-mena-nespressos-dania-ghalayini/): From the moment she started her career in the UAE 13 years ago within Marketing & Communications, Dania Ghalayini has been guided by a deep curiosity to uncover the “why” behind it all. Why are we actioning this brief, developing this campaign, delivering this product? Is it aligned with the business strategy? Will it add value to the organization and most importantly, the customers and wider community? This was Dania’s guiding north-star as she supported the brands she managed when she was on the agency side, ensuring that her work was rooted in purpose. Her move in 2017 to the…
- [The Wonder Women of MENA: Ferrero's Maya El Tabchy](https://thebrandberries.com/the-wonder-women-of-mena-ferreros-maya-el-tabchy/): I entered the world of corporate affairs 15 years ago as a young woman stepping into rooms where policy, reputation, and business continuity were being shaped — rooms that were unapologetically male-dominated, shaped by long-standing hierarchies and unspoken rules, and I learned very quickly that being heard was not a given. It was something you earned through precision, preparation, and a level of strategic sharpness that left no room for doubt. Those early years demanded that I build credibility fast. I had to know my craft deeply, anticipate every angle, and speak with a clarity that made it impossible to…
- [The Wonder Women of MENA:  Louvre Abu Dhabi's Deepanshi Tandon](https://thebrandberries.com/the-wonder-women-of-mena-louvre-abu-dhabis-deepanshi-tandon/): My career has never followed a straight line, and I’m grateful for that. I began on the agency side, where pace is relentless and expectations are high. Agency life teaches you agility in its purest form. You learn to think critically under pressure, to multitask without losing depth, and to step into advisory roles early. You are exposed to multiple sectors, diverse clients, and complex challenges simultaneously. It sharpens instinct. It builds resilience. It demands curiosity. Transitioning to the client side brought an entirely different education. Leadership here requires long-term vision, stakeholder alignment, and accountability for decisions that shape direction…
- [The Wonder Women of MENA: Memac Ogilvy's Adella Lakkis](https://thebrandberries.com/the-wonder-women-of-mena-memac-ogilvys-adella-lakkis/): The “is” I decided to add Careers rarely follow a blueprint. Mine was no exception.  I didn’t consciously choose strategy. I didn’t even choose the industry. I enrolled in  Communications at university because I was curious about how ideas travel between people,  across cultures, and through time. What followed wasn’t so much a career plan as it was an  unfolding.  When I entered the industry and was placed in strategy, it felt less like a deliberate choice and  more like stepping into a current. But currents, I would learn, can carry you somewhere  meaningful, if you pay attention.  Meaning, narrative,…
- [The Wonder Women of MENA: Zayed National Museum's Weaam ElAtaya](https://thebrandberries.com/the-wonder-women-of-mena-zayed-national-museums-weaam-elataya/): My advice to the next generation of women in the industry is that you don’t have to become someone you are not to succeed. You need not embrace qualities that don’t represent you or your belief system and go against your nature to appear emotionless, more professional or to fit into any norm dictated by the industry. There are skills you will need to acquire to fine tune your natural skills and abilities. You may learn how to control your emotions and channel them in a way that is productive and will garner positive outcomes for you.  I learned that…
- [The Wonder Women of MENA: Keyade's Laura Gleadhill](https://thebrandberries.com/the-wonder-women-of-mena-keyades-laura-gleadhill/): Giving to Gain: Why Leadership Means Putting Others First Laura Gleadhill, General Manager MENA, Keyade, a WPP Media Brand I began my career in a small independent PPC agency in London, fresh out of university with a psychology degree and absolutely no background in marketing. What I did have was curiosity, and the good fortune of joining a company that treated training and mentorship as non-negotiables. In my first six weeks, I went through intensive three-hour daily sessions covering everything from campaign structure to bid optimisation. It was rigorous and, at times, overwhelming. Early on, I made a mistake in…
- [The Wonder Women of MENA: WPP Media's Felicity Stokes](https://thebrandberries.com/the-wonder-women-of-mena-wpp-medias-felicity-stokes/): The Generosity of Growth: Why ‘Give to Gain’ is the Ultimate Power Play Felicity Stokes, Head of Marketing and Communications MENA, WPP Media In the world of marketing and communications, momentum isn’t just a metric; it’s the lifeblood of our industry. My professional journey has been a relentless pursuit of that momentum—not just for the businesses I’ve represented, but for the teams I’ve led and the industry I am passionate about. It’s a journey that began in PR and corporate communications but found its true velocity in the thrilling, fast-paced world of media. My immersion in media began in 2018…
- [The Wonder Women of MENA: ABG's Eleni Kitra](https://thebrandberries.com/the-wonder-women-of-mena-abgs-eleni-kitra/): Give to Gain: Leading with Purpose What if success was not defined by what we achieve for ourselves, but by what we create for others along the way? When I look back at my professional journey, I realize that the most meaningful opportunities did not come from chasing titles or positions. They actually came from curiosity, from taking risks, and from contributing to something larger than myself. As I say, I am a human of many missions I was born in Greece into a traditional, family-centered environment where resilience and hard work were deeply valued. From an early age, curiosity…
- [The Wonder Women of MENA: Snap Inc’s Shreya Parker ](https://thebrandberries.com/the-wonder-women-of-mena-snap-incs-shreya-parker/): Professional journey and defining milestones: With over a decade in the media industry, my journey has been shaped by curiosity, resilience, and a deep belief in the power of partnerships. I began my career in Auckland, New Zealand, at PHD and DraftFCB, working as a media buyer across portfolios including Unilever, LEGO, and government accounts. Starting on the activation side gave me a strong grounding in how strategy translates into execution and how accountability drives performance. Those early years instilled in me a deep respect for detail, discipline, and delivering against both brand and commercial objectives. In 2014, I moved…
- [The Wonder Women of MENA: Warner Bros. Discovery's Layla Tamim](https://thebrandberries.com/the-wonder-women-of-mena-warner-bros-discoverys-layla-tamim/): Your professional journey and defining milestones I’ve spent over a decade in media and advertising across the MENA region, and throughout those years, I’ve had the privilege of witnessing and contributing to the evolution of our industry. Today, I lead Ad Sales at Warner Bros. Discovery for MENA, overseeing a diversified portfolio that spans food, kids, factual entertainment, and lifestyle brands. It’s a role that sits at the intersection of culture, content, and commerce. One of the most defining milestones in my career was transitioning from marketing into commercial leadership. Coming from a marketing background gave me a strong foundation…
- [The Wonder Women of MENA: Masafi's Pinar Nazli Celikel](https://thebrandberries.com/the-wonder-women-of-mena-masafis-pinar-nazli-celikel/): Give to Gain: Building Growth by Creating Space for Others My professional journey has never followed a straight or predictable path. It has been shaped less by moments of brilliance and more by persistence, discipline, and an ongoing commitment to hard work. Early in my career, I realized that long-term success is rarely about being the smartest person in the room; it is about consistency, curiosity, and the willingness to do the work others may overlook. Talent may open doors, but effort, resilience, and reliability are what sustain growth over time. One of the most important lessons I learned was…
- [The Wonder Women of MENA: Memac Ogilvy's Maysoon Dababneh](https://thebrandberries.com/the-wonder-women-of-mena-memac-ogilvys-maysoon-dababneh/): Your professional journey and defining milestones I have built my career on a simple principle: people first. Always. For nearly two decades, I’ve focused on transforming Human Resources by unlocking human potential to drive business performance.  As Chief People Officer for MENA at Memac Ogilvy, I lead the strategic people agenda across the region. My focus is on ideating, rolling out and strengthening initiatives that enhance talent management, performance development and organizational effectiveness.  This is underpinned by my approach to integrate commercial acumen with human-centered leadership, ensuring our people strategy directly fuels business growth and transformation. I joined Ogilvy in…
- [The Wonder Women of MENA: FP7 McCann's Cynthia Sarkis](https://thebrandberries.com/the-wonder-women-of-mena-fp7-mccanns-cynthia-sarkis/): Your Professional Journey and Defining Milestones I’m genuinely honoured to be included in this year’s Wonder Women of MENA. When I think about the women in this feature, I think of impact the kind that is confident, grounded, and doesn’t need to be loud to be powerful. I’ve been fortunate to learn from women like that throughout my career, and they deeply influenced the way I lead today. My journey started in Lebanon, where you grow up learning to adapt quickly, fix things with what you have. Basically, you keep moving forward even when the Wi-Fi doesn’t. Later, moving to Dubai…
- [The Wonder Women of MENA: Brazen MENA's Louise Jacobson](https://thebrandberries.com/the-wonder-women-of-mena-brazen-menas-louise-jacobson-2/): I’ve spent 25 years in communications, 11 of them in this region, and the journey has been anything but linear. I began focused on delivery and performance, learning the mechanics of the industry inside out. Over time, the milestones became more about impact. Launching Brazen MENA was a defining moment. It meant taking full ownership. That level of responsibility really sharpens you. It forces clarity about the kind of culture you want to create, the standards you’re willing to hold, and the leader you choose to be. Another milestone was stepping into industry board roles and speaking internationally about issues…
- [The Wonder Women of MENA: WPP Media's Patricia Abi Fadel](https://thebrandberries.com/the-wonder-women-of-mena-wpp-medias-patricia-abi-fadel/): I am a commercially driven business leader with more than 18 years of experience building, transforming, and scaling media operations across local, regional and global markets.  My journey began at Publicis Groupe, where I progressed from Media Executive to Regional Client Lead on Procter & Gamble, overseeing the MENA business and leading cross-market teams of 30+ professionals. As my career evolved, so did my scope : expanding beyond client servicing and trading into full operational ownership. I led integrated strategies, strengthened client and supplier partnerships, and ensured consistent performance across diverse markets. Later, as Head of Investment across MENA at…
- [The Wonder Women of MENA: Landmark Group's Ketaki Shah](https://thebrandberries.com/the-wonder-women-of-mena-landmark-groups-ketaki-shah/): In the hyper-accelerated world of modern marketing, success is often chased through the narrow lens of instant click-through rates and short-term conversions. While these metrics have their place, I have found that the most enduring results come from a different, more holistic metric: the “Always On Brand Ecosystem”.  True market leadership isn’t just about the campaign spike or the viral moment; it is about creating a relentless, value-driven connection that keeps the brand top of mind long after the ad impression fades. It is about building a narrative that lives and breathes across every touchpoint  – from the digital screen…
- [The Wonder Women of MENA: Accenture's Samar AlAmro](https://thebrandberries.com/the-wonder-women-of-mena-accentures-samar-alamro/): Interpreting “Give to Gain”: A Leadership Philosophy Rooted in Purpose For me, ‘Give to Gain’ means leading with generosity—of knowledge, trust, and opportunity—without keeping score. I’ve learned that when you invest in others intentionally, you don’t just enable their growth; you create environments where collective success becomes sustainable. The real gain is not transactional—it’s trust, impact, and a legacy that extends far beyond individual achievement. “Give to Gain” is not a slogan—it is a way of leading, shaped by experience and by the quiet understanding that sustainable success is never achieved alone. Over the course of my career across public institutions and global…
- [GymNation Takes NapTime™ to the Streets “Sleeping Billboard”](https://thebrandberries.com/gymnation-takes-naptime-to-the-streets-sleeping-billboard/): Dubai, United Arab Emirates – Tuesday 17th March – After the launch of NapTime™ – the Middle East’s first gym class designed to help people fall asleep – GymNation is taking the concept to new heights with a sleeping billboard, featuring a real bed and a real person taking a nap. The creative installation has appeared in Dubai this week as the viral class continues to gain momentum across the city. Demand for NapTime™ has surged since its launch to mark World Sleep Day, with initial sessions fully booked and additional classes now being added to the schedule to meet demand. The billboard installation…
- [Expo 2030 Riyadh appoints OMD MENA as Lead Media Agency following competitive pitch](https://thebrandberries.com/expo-2030-riyadh-appoints-omd-mena-as-lead-media-agency-following-competitive-pitch/): RIYADH, 12 March 2026 – Expo 2030 Riyadh, the official World Expo to be hosted in Riyadh, Kingdom of Saudi Arabia, has appointed Omnicom Media agency OMD MENA as its Lead Media Agency. A landmark global event designed to be one of the world’s most ambitious platforms for international cooperation, innovation, and sustainable development, Expo 2030 Riyadh sits at the heart of Saudi Arabia’s tourism, nation-branding and economic transformation agenda, aligned with Vision 2030. The six-month event is expected to bring together 197 countries and attract an anticipated 42 million visits. Under the new mandate, OMD MENA will lead full-scale media planning and…
- [WARC Rankings 2026: Media 100 announced - the most awarded campaigns and companies for media excellence ](https://thebrandberries.com/warc-rankings-2026-media-100-announced-the-most-awarded-campaigns-and-companies-for-media-excellence/): Ranked #1: Campaign: Beauty Test Stops With Me for Dove by Mindshare MumbaiAgency: PHD LondonIndependent agency: Mediaplus MunichNetwork: Mindshare Worldwide Independent network: ServiceplanHolding Company: WPP  Brand: Dove Advertiser: Unilever  Country: United States Tapping into fandom, attention by subterfuge and using media as a vehicle for advocacy are key themes    13 March 2026 –  The WARC Media 100, the ultimate independent global benchmark of the world’s most awarded campaigns and companies for media, is now released.    Compiled by WARC, the annual Media 100 Ranking aggregates the results of the most important global and regional media awards of 2025. The shows tracked are determined in consultation with the WARC Rankings Advisory Board and by a yearly global panel survey.  Amy Rodgers, Head of Content, WARC Creative, said: “The rapid evolution…
- [NextAud.io Announces Exclusive Agreement with AdsWizz to Sell Streaming and Podcast Inventory in MENA Region](https://thebrandberries.com/nextaud-io-announces-exclusive-agreement-with-adswizz-to-sell-streaming-and-podcast-inventory-in-mena-region/): NextAud.io Becomes Preferred Reseller for AdsWizz inventory in Southeast Asia Dubai, UAE – March 2026: NextAud.io today announced that it has entered into an agreement with AdsWizz Inc. to become AdsWizz’s exclusive sales representative for advertising on streaming and podcasts in Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, United Arab Emirates (UAE) and Egypt. In addition, NextAud.io is now AdsWizz’s preferred reseller for this inventory in Japan, Singapore, Malaysia, Thailand, Indonesia, South Korea, Vietnam, Philippines, Hong Kong, Taiwan, India, and Morocco. The agreement follows years of collaboration, solidifying NextAud.io’s role as a podcast advertising leader in the region. Now, advertisers in…
- [WARC Rankings 2026: Creative 100 Revealed - The Most Awarded Campaigns And Companies For Creativity ](https://thebrandberries.com/warc-rankings-2026-creative-100-revealed-the-most-awarded-campaigns-and-companies-for-creativity/): Ranked #1: Campaign: Three Words by Publicis Conseil Paris for AXA Agency: LePub Milan | Independent agency: Serviceplan Munich Network: Ogilvy | Independent network: Serviceplan Holding Company: WPP  Brand: Heineken  Advertiser: Unilever  Country: United States Creativity across media channels, advocacy through creativity and creative B2B as a differentiator are key themes 10 March 2026 – The WARC Creative 100, the ultimate independent global benchmark of the world’s most awarded campaigns and companies for creativity, is now released.    Compiled by WARC, the annual Creative 100 Ranking aggregates the results of the most important global and regional creative awards of 2025. The shows tracked are determined in consultation with the WARC Rankings Advisory Board and by a yearly global panel survey.  Amy Rodgers, Head of Content, WARC Creative, said: “The WARC Creative…
- [Vodafone AND VML Egypt Bring Back The Togetherness Of Ramadan Back To Life](https://thebrandberries.com/vodafone-and-vml-egypt-bring-back-the-togetherness-of-ramadan-back-to-life/): A people first campaign and Nearby feature reward Egyptians for choosing to come together. Cairo, Egypt – Ramadan in Egypt has always been about gatherings, with families sharing iftar, friends meeting for suhoor, and generations coming together under one roof. For years, this is how the month has lived in people’s memories not through the food itself, but through the faces around it. Today, that feeling is harder to hold on to. Longer workdays, constant screens, and hectic schedules pull people away from the very ones they want to be with. Distance is no longer just about miles. It is…
- [Your Ad Is Giving Ramadan. But Is It Giving Brand?](https://thebrandberries.com/your-ad-is-giving-ramadan-but-is-it-giving-brand/): By: Rania Gueneid, Strategy Director, VORX MENA Ramadan in Egypt isn’t just a season; it’s the cultural heartbeat of the year and the industry’s brightest spotlight. Media consumption spikes, emotions run high, budgets grow bigger, and suddenly every brand wants to be part of your iftar conversation. For thirty days, culture and commerce move in sync. Screens stay on longer. Expectations rise. And we become seasoned critics.  Ramadan turns everyone into a creative director. We don’t just watch the ads; we study them. We notice the casting. The soundtrack. The line that almost worked. We debate the storyline. We share…
- [Masood M. Sharif Mahmood to Take Helm at e& in April](https://thebrandberries.com/masood-m-sharif-mahmood-to-take-helm-at-e-in-april/): Abu Dhabi — Masood M. Sharif Mahmood will assume the role of Group Chief Executive Officer of e& effective April 1, while continuing to serve as Chief Executive Officer of e& UAE, the group’s flagship domestic operation. He succeeds Hatem Dowidar, who has led the company through a period of strategic transformation and international expansion. Mahmood’s appointment marks a generational shift at the helm of the Abu Dhabi–headquartered powerhouse, formerly known as Etisalat Group, as it accelerates its evolution from a regional telecom operator into a diversified global technology and investment conglomerate. At 48, Mahmood brings more than 25 years of experience spanning government, investments, and communications,…
- [Ramadan just got a little more Premium!](https://thebrandberries.com/ramadan-just-got-a-little-more-premium/): If you’ve been thinking about trying YouTube Premium for the first time, Ramadan is a great time to start! Ramadan is a season of reflection, connection, and intentional living. It’s a time to slow down, tune in, and be more mindful about how we spend our day. And let’s be honest it’s also the season of a lot of late-night scrolling and ‘just one more video’ moments. Whether you’re cueing up a peaceful recitation playlist, background play while you multitask preparing Iftar, ad-free and without cutoff, offline downloads for when you are on the move or when the Wi-Fi slows…
- [Assembly Appoints Ravi Rao As MENA CEO](https://thebrandberries.com/assembly-appoints-ravi-rao-as-mena-ceo/): This leadership appointment strengthens Assembly’s regional scale and market ambition DUBAI, February 25, 2026 — Assembly, the global media agency famous for making brands perform, has appointed Ravi Rao as Chief Executive Officer for the Middle East and North Africa, placing expanded executive leadership behind the agency’s continued growth across the region. The move comes as Assembly increases its investment across MENA, expanding client partnerships, deepening its presence in key markets, and building the infrastructure required to support long-term regional scale. Ravi steps into the CEO role with a mandate focused on growth execution, market expansion, and streamlining the region’s…
- [Consumers Face Climate Burnout As Fears Over Global Conflicts Increase ](https://thebrandberries.com/consumers-face-climate-burnout-as-fears-over-global-conflicts-increase/): Kantar’s latest study shows how brands should approach sustainable marketing as global geopolitical tensions rise  Rising concerns about war, safety and economic strain are taking up more of people’s mental space, leaving them feeling worn down rather than disengaged on climate. Kantar’s Sustainability Sector Index 2026 finds that while concern about climate has softened year on year, demand for brands that deliver positive environmental and social impact remains strong. Kantar’s survey of 13,000 people in 12 markets (including South Africa) found that wars and conflicts (36%), environmental concerns (29%), the economy (28%) and crime and safety (20%) are consumers’ top…
- [Integrating Brand Building and Performance Marketing for Sustainable Growth, By Sherif ElMenyawy](https://thebrandberries.com/integrating-brand-building-and-performance-marketing-for-sustainable-growth-by-sherif-elmenyawy/): For years, marketers had to defend the value of brand building then performance marketing transformed the industry, we know have real-time dashboards, attribution models to showcase which platforms led to which actions, and also measurable ROI which while not 100% accurate it still made marketing more measurable than ever before and helped decreased the constant fights with marketing teams regarding its role in helping build a brand or achieve profit. However some brands started focusing mostly on performance metrics especially eCom brands, that led to overlooking the long-term brand equity and brand building efforts that builds sustainable brands. Today, the…
- [Chain Reaction Appoints Mohamad Itani as Chief Operating Officer](https://thebrandberries.com/chain-reaction-appoints-mohamad-itani-as-chief-operating-officer/): Dubai, UAE – February 2026 – Chain Reaction has announced the appointment of Mohamad Itani as its new Chief Operating Officer (COO). The appointment marks a strategic step in the agency’s next phase of growth as it scales its full-funnel, data-driven and transformation-led offering across the region. Founded on a strong performance heritage and now spanning data, creative, technology and strategic consultancy, Chain Reaction has spent more than 15 years helping brands deliver measurable growth across MENA. The appointment of Mohamad Itani marks a defining moment as the agency enters its next phase of scale. With over two decades of…
- [GoWit Announces Partnership with Publicis Media Middle East to Scale Commerce & Retail Media Across MENA & Türkiye](https://thebrandberries.com/gowit-announces-partnership-with-publicis-media-middle-east-to-scale-commerce-retail-media-across-mena-turkiye/): Dubai, UAE, February 24, 2026: GoWit, the leading AdTech provider, and Publicis Media Middle East, part of the French multinational advertising and communications holding company Publicis Groupe, today announced a strategic Commerce and Retail Media partnership across MENA and Türkiye. This partnership brings together GoWit’s cutting-edge AI-first Retail Media technology, GoWit One, with Publicis Media’s regional scale, advertiser demand, and strategic expertise, accelerating the operational efficiency of Retail Media for retailers, agencies, and brands. By integrating Publicis Media’s portfolio of global and local brands into GoWit’s premium Retail Media inventory, the collaboration creates a high-velocity connection between brands and shoppers…
- [Snap Unveils the Kingdom’s First AR-Powered ‘Snap Souq’](https://thebrandberries.com/snap-unveils-the-kingdoms-first-ar-powered-snap-souq/): An engaging AR experience inspired by Najdi heritage, bringing the spirit of the Saudi souq to life through the Snapchat camera Riyadh, KSA – February 24, 2026: This Ramadan, Snap introduces its first-ever Snap Souq, an augmented reality experience designed specifically for the Kingdom. Inspired by the spirit of the traditional souq, the experience reimagines digital discovery through a culturally rooted lens, reflecting how communities across the Kingdom connect, engage and explore during the Holy Month. Building on Snapchat’s strong presence in Saudi Arabia, where the platform reaches over 25 million monthly active users, Snap Souq launches at a time when…
- [FP7 McCANN Promotes Cynthia Sarkis to Regional Head of Creative Hub, Advancing Creative Effectiveness & Growth for Clients Across MENA](https://thebrandberries.com/fp7-mccann-promotes-cynthia-sarkis-to-regional-head-of-creative-hub-advancing-creative-effectiveness-growth-for-clients-across-mena/): Dubai, UAE – 24th February 2026: Building on its continued momentum and strengthening operating models across key MENAT markets, FP7 McCANN has promoted Cynthia Sarkis to Regional Head of Creative Hub, overseeing the agency’s creative hub operations across Dubai, Saudi Arabia, and Qatar. In this expanded role, Sarkis will lead the systems, structures, and cross-market coordination that enable FP7 McCANN teams to deliver work that is creatively ambitious, operationally strong, faster to market, and designed to perform against client business objectives. With 12 years of experience across the advertising and communications industry, Cynthia brings deep expertise in orchestrating collaboration across…
- [M+C Saatchi Sport & Entertainment Middle East strengthens leadership team with key appointment of Scott Grayston as PR Director](https://thebrandberries.com/mc-saatchi-sport-entertainment-middle-east-strengthens-leadership-team-with-key-appointment-of-scott-grayston-as-pr-director/): Dubai, UAE – 24 February 2026 — M+C Saatchi Sport & Entertainment Middle East has announced the appointment of Scott Grayston as PR Director, further strengthening the agency’s regional leadership across sport, culture, entertainment and major event communications. The hire follows the Group’s recent acquisition of DUNE | 23, marking a period of continued growth and expansion in its integrated communications practice. Grayston brings over 12 years of experience in regional sports media and communications, with a career spanning editorial journalism, brand partnerships, content strategy, and major international events.  He joins from 160over90, where he led communications strategy for DP World…
- [OSN and iQIYI International Partner to Bring Premium Asian Entertainment to the Region](https://thebrandberries.com/osn-and-iqiyi-international-partner-to-bring-premium-asian-entertainment-to-the-region/): The launch adds a dedicated Asian entertainment channel to OSNtv’s growing portfolio of international content Dubai, UAE, 23 February: OSN continues to expand its regional entertainment offering with the launch of the new OSNtv iQIYI channel, marking a first-of-its-kind partnership between the two entities. The new linear channel will bring a curated slate of premium Asian content to audiences across the MENA region, further strengthening OSN’s position as a leading destination for entertainment. The OSNtv iQIYI channel brings viewers the best of Asian entertainment, featuring a rich and diverse mix of genres including drama, romance, fantasy, anime, and action. As…
- [Five Years In, Snap Redefines Ramadan Through a Multi-District AR Mall](https://thebrandberries.com/five-years-in-snap-redefines-ramadan-through-a-multi-district-ar-mall/): To celebrate the half-decade milestone, this year’s edition brings together five diverse districts, shaped around how communities explore and discover during the Holy Month Dubai, UAE – February 23, 2026: As Ramadan approaches, Snap’s AR Ramadan Mall is back bigger and better than ever, building on its journey as a recurring seasonal experience on the platform. First introduced as an AR-led experiment in digital discovery, the AR Ramadan Mall has steadily evolved year after year, in response to how audiences across the region engage with brands during Ramadan. Over the past five years, the AR Ramadan Mall has flourished in…
- [QComms Welcomes 2026 with Eight Client Wins](https://thebrandberries.com/qcomms-welcomes-2026-with-eight-client-wins/): Dubai, UAE, February 2026: QComms welcomes 2026 with eight new regional and international clients as the agency continues to expand its portfolio across education, hospitality, design, and lifestyle sectors. QComms has added a number of globally-renowned brands to its education portfolio, including one of the world’s leading hospitality schools from Switzerland, Abu Dhabi Hospitality Academy – Les Roches, and the 450-year old Queen Elizabeth’s School, Dubai Sports City set to welcome students for the 2026 – 2027 academic year. Both institutions will work with QComms on strategic communications and brand positioning within the UAE. Koenigshof, a Luxury Collection Hotel, Munich,…
- [StickyGinger Announces Multiple Wins For 2026 With BRED Abu Dhabi, Watsons GCC And Integrated Flagship Account Signing M&S Social Media](https://thebrandberries.com/stickyginger-announces-multiple-wins-for-2026-with-bred-abu-dhabi-watsons-gcc-and-integrated-flagship-account-signing-ms-social-media/): February 2026, UAE – StickyGinger has kicked off 2026 with a series of significant retained and project account wins across PR and Social Media, including new and expanded partnerships with Marks & Spencer Middle East, Watsons GCC, and BRED Abu Dhabi.  Leading the momentum is a flagship integrated win with Marks & Spencer Middle East. Following the successful delivery of PR support across the region in 2025, StickyGinger has now been appointed as the brand’s retained Social Media agency for the GCC. The expanded remit marks a significant evolution of the partnership and reinforces StickyGinger’s position as a fully integrated agency delivering connected,…
- [Signals For 2026: GoDaddy's Selina Bieber](https://thebrandberries.com/signals-for-2026-godaddys-selina-bieber/): By: Selina Bieber, Vice President, International Markets at GoDaddy 2025: Acceleration Exposed Alignment In 2025, digital execution accelerated across product and marketing teams. AI adoption moved from experimentation into embedded workflows. In 2024, Google indicated that over 16% of newly indexed web pages showed identifiable characteristics of machine-generated structure. By early 2025, that figure had risen to nearly 25%, meaning synthetic content now represents a significant share of the global web (Source: NineStats, AI Content Growth Trends 2025 https://ninestats.com/ai-content-growth-2025-global-trends/). At the same time, roughly 89% of small business owners and marketers reported using AI for content marketing and SEO, not surprising…
- [Signals For 2026: Checkout.com's Remo Giovanni-Abbondandolo](https://thebrandberries.com/signals-for-2026-checkout-coms-remo-giovanni-abbondandolo/): By: Remo Giovanni-Abbondandolo, General Manager, MENA at Checkout.com One defining shift or lesson from 2025? A defining takeaway from 2025 has been the acceleration of tokenisation, both as a critical security layer and as a powerful enabler of faster, more intuitive payment experiences. Throughout the year, consumers increasingly demonstrated a clear preference for journeys that deliver convenience without compromising security. Tokenization emerged as the bridge between these two expectations. We’ve seen a marked increase in the adoption of token-based payment flows, reducing fraud while enabling frictionless, one-tap customer journeys. Features like Checkout.com’s Remember Me allow shoppers to save their card details once and…
- [Signals For 2026: Exits MENA's Ahella El Saban](https://thebrandberries.com/signals-for-2026-exits-menas-ahella-el-saban/): By: Ahella El Saban: Cofounder and Executive Vice Chairman, Exits MENA From AI Hype to AI Power: What 2025 Really Taught Us — and Why 2026 Will Redefine Winners in MENA If you were paying attention in 2025, you probably noticed something shift quietly: AI stopped being impressive—and became expected. Across the MENA region, generative AI moved from experimentation to execution almost seamlessly. Marketing teams automated content at scale. Creative studios embedded AI into design and production workflows—startups launched with AI baked in by default, riding an unprecedented wave of momentum and investment. Enterprises moved past pilots into real deployment.…
- [Signals For 2026: Schneider Electric's Muhannad Nabulsi](https://thebrandberries.com/signals-for-2026-schneider-electrics-muhannad-nabulsi/): By: Muhannad Nabulsi: Director, AI Alliances & Partnerships, Schneider Electric  The Defining Shift of 2025: From Ambition to Execution  Looking back at 2025 across the Middle East, Türkiye, and Africa, one shift stands out: AI progress is no longer defined by  ambition. It is defined by execution.  The conversations I had this year were fundamentally different. At GITEX, in boardrooms across the Gulf, at workshops in  Istanbul, executives weren’t asking whether AI would transform their operations. They were asking how fast they could move  from pilot to profit.  The hype cycle has matured. Leaders are comparing deployment strategies, ROI timelines,…
- [Signals For 2026: Dr. Noha Ahmed Al-Harthi](https://thebrandberries.com/signals-for-2026-dr-noha-ahmed-al-harthi/): By: Dr. Noha Ahmed Al-Harthi: Global AI & Emerging Technologies Leader 2025: The Shift from Tools to Systems 2025 was the year organizations finally understood that AI is not a tool. It is a system. The most costly mistake of the year was treating AI as something to add on rather than something that reshapes decision making, accountability, and power structures. Many organizations deployed advanced models but failed to redesign how decisions were made, who owned outcomes, and where human judgment intervened. The defining lesson of 2025 is that AI maturity is not about model sophistication, but about system design.…
- [Signals For 2026: Meta's Fares Akkad](https://thebrandberries.com/signals-for-2026-metas-fares-akkad/): By: Fares Akkad: Regional Director| Middle East and Africa at Meta One defining shift from 2025 AI stopped being a product conversation and became a power conversation. 2025 made it clear that the hard part is no longer models or capability — it’s trust, governance, and who gets to deploy AI at scale, where, and under whose rules. The leaders who mattered most were not the most technical, but the ones who could bridge technology, policy, and real-world execution without breaking confidence on any side. One bold, grounded prediction for 2026 By 2026, the most valuable AI leaders won’t run companies…
- [Signals For 2026: Accenture SONG's TJ Lightwala](https://thebrandberries.com/signals-for-2026-accenture-songs-tj-lightwala/): By: TJ Lightwala: Data& AI & Marketing Practice Lead , Accenture SONG, MEA AI’s greatest promise: GROWTH 2024 could be labeled as year of learning, 2025 for experimentation and potentially 2026, scaling. It’s hard to keep up at times for all the deals, and market movements in AI with new pathways to forge growth, yet we know that the last couple years have triggered a lot of learnings to create roadmap of future, applications of AI that are required to rewire the digital core and therefore what that value could mean. Now, real reinvention does indeed beckon the question – of mindsets,…
- [Signals For 2026: Gartner's Dalia Abi Mosleh](https://thebrandberries.com/signals-for-2026-gartners-dalia-abi-mosleh/): By: Dalia Abi Mosleh: Director of Technology, Gartner One defining shift or lesson from 2025 AI Moved From Experimentation to Enterprise Redesign 2025 marked the year AI stopped being a side project and became a core strategic lever for the region’s most ambitious organizations. Across the UAE and Saudi Arabia, we witnessed a profound shift in executive thinking: AI was no longer framed around efficiency gains or “quick wins,” but around enterprise redesign, reshaping operating models, decision frameworks, and value creation itself. Working with C-level leaders at Gartner, one lesson became universal: the organizations that advanced the fastest were not the ones with…
- [Signals For 2026: AnyMind Group's Maha Mahdy](https://thebrandberries.com/signals-for-2026-anymind-groups-maha-mahdy/): By: Maha Mahdy: Business Head, Content, Creator & Influencer Marketing Businesses MENA, India and Emerging Markets, AnyMind Group From Influence to Infrastructure: How MENA’s Creator Economy Grew Up 2025 was the year the creator economy in MENA stopped being forgiving. For a long time, influence carried weight on its own. Reach, relevance, and a strong audience relationship could take a creator far. Brands were experimenting, budgets were flowing, and the market rewarded visibility. That dynamic shifted this year. What became clear in 2025 is that influence without structure does not scale, and it does not hold up under pressure. On…
- [Signals For 2026: Magrabi's Mohamed Abdelsalam](https://thebrandberries.com/signals-for-2026-magrabis-mohamed-abdelsalam/): By: Mohamed Abdelsalam: Group Head of Customer Engagement & Experience, Magrabi Retail Group 2025 has been a year marked by the rapid acceleration of AI, with organizations across different industries focusing on AI applications that are highly relevant to their specific sectors and when it comes to customer experience, the platform for AI innovation has really flourished and accelerated in a visible way. As end consumers we can see this everywhere and in many forms: things like smart chatbots, near human experience call center AI conversations, AI generated engagement content, products recommendations and next best action/personalized offers recommendations as well.…
- [Signals For 2026: GMG's Sagarika Nayak](https://thebrandberries.com/signals-for-2026-gmgs-sagarika-nayak/): By: Sagarika Nayak: Director – Customer Experience & Service Excellence, GMG From Efficiency to Empathy: Why Trust Will Define  Brand Experience Going Forward  For years, efficiency was the gold standard of customer experience. Faster  responses, fewer clicks, smarter automation – these were the markers of  progress. But in 2025, a quiet shift took hold. Customers stopped rewarding  brands for being fast and started judging them for being human. Efficiency  didn’t disappear; it simply stopped being enough.  The defining lesson of 2025 was that experience is no longer about how well a  journey is designed, but how responsibly it is delivered. The…

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