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Articles5
Communications is not the last mile of transformation
Amel Osman Transformation without communications is corporate vandalism dressed up as strategy. It takes decisions made in boardrooms, drops them into organizations without context, and then acts surprised when trust fractures, managers improvise and employees decode the future through rumor. No serious leadership team should treat communications as the last
Rethinking efficiency in Out-of-Home as intelligence becomes embedded
Jawad Hassan Out-of-Home (OOH) advertising has always held a distinctive place in the media landscape, defined by its scale, visibility, and proximity to consumers. Yet despite these advantages, efficiency has rarely been part of that reputation. For decades, the medium has operated on models that prioritise location and visibility, but often lack the kind o
The “Dubai It” mindset: Great ideas are built on the ground
Bushra Khan There is a simple but important truth at the heart of communications. An idea can feel fully formed in discussion, but its real strength is only revealed once it exists outside the room it was created in. Not in theory. Not in presentation. In reality. Inside a room, ideas are judged by how […]
Beyond points and discounts: How regional brands are building emotional loyalty
Adam Whatling For years, loyalty programs across the region operated on a simple formula: spend more, earn more. Points, vouchers, cashback, and discounts became the currency of customer retention. But in today’s market, where consumers are overwhelmed with choice and increasingly resistant to transactional marketing, that model is rapidly losing its power.
Why Almarai’s Fortnite move signals a shift from campaigns to communities
Tanu Chopra When one of Saudi Arabia’s largest dairy brands launched on Fortnite earlier this year, the easy headline was that a legacy food company had entered gaming. The more interesting story is not where Almarai showed up. It is how it showed up. After two decades advising brands through different communication shifts in this […]