By: Noura Al Sarraj: Deputy Managing Director, Weber Shandwick Abu Dhabi

As I reflect on my experiences in marketing communications in the UAE during 2025, there is one realisation that stands out for me: celebrity-backed campaigns are still as engaging as they are impactful. In 2026 though, I also think we’ll see more brands actively shaping culture and transitioning from participants in cultural conversations to leaders of movements, both here and abroad.

2025 LEARNING: CELEBRITY-BACKED CAMPAIGNS SHINE

Campaigns featuring celebrities proved that star power remains a highly effective tool when strategically implemented. 

Dubai Tourism’s “Find Your Story” campaign tapped actors Millie Bobby Brown and Jake Bongiovi to portray Dubai as a glamorous yet accessible destination through cinematic storytelling. It married global appeal, intrigue and curiosity around how Dubai continues to surprise travellers with new adventures and then invited visitors to continue ‘the story’. 

The Department of Culture and Tourism Abu Dhabi demonstrated its forte in cultural communication with “Passion Is The Occasion” featuring Emirati actor Ahmed Al Jasmi, Hollywood comedian Steve Harvey, and later in the year even Bollywood stars Deepika Padukone and Ranveer Singh. The campaign encouraged people to shape their memorable moments as they avail Abu Dhabi’s exciting events lineup across sports, culture, music, and entertainment.

These campaigns drove engagement, elevated visibility and highlighted a key lesson: celebrity endorsements can be used to amplify narratives – but they don’t replace them. 2025 showed me that while celebrities can spark attention, brands can own cultural conversations without the dollar sign pegged to it.

2026 PREDICTION: BRANDS SHAPING CULTURE

In 2026, I see brands shifting from following culture to leading it; they’ll lean into the region’s thriving cultural scene and the growing prominence of its world-class museums. The GCC is fast becoming a global hub for culture, innovation and history, for example, Dubai’s Museum of the Future offers an innovative exploration of technology’s impact on humanity. Abu Dhabi has further cemented itself as a cultural capital with the opening of the Natural History Museum Abu Dhabi and the Zayed National Museum, alongside the highly anticipated Guggenheim Abu Dhabi, set to open soon. These museums provide brands with fertile ground for collaboration – whether through partnerships or activations – that marry art, innovation, and storytelling to engage audiences meaningfully.

Additionally, hyper-local movements that strengthen community ties while showcasing the best of Arab culture will continue to thrive. Events like Alserkal Avenue’s Quoz Arts Fest, which has amassed a loyal following over the past 14 years, highlight how art and creativity resonate deeply with the community. Today’s consumer is far more culturally attuned than ever before, demanding that brands step up as contributors to these cultural conversations. 

LEADING MOVEMENTS

2025 proved to me that celebrity-backed campaigns can serve as powerful tools for connection. In 2026, brands will lead key movements, taking ownership of culture and drive meaningful change on both a regional and global scale.

The question is no longer “How do brands respond to culture?” Instead, it’s “How do brands create it?”