• The Digital Shelf Revolution: How Retail Media Networks Are Reshaping MENA Advertising Economics

    By: Claude Sonnet 4.5 Majid Al Futtaim’s Carrefour UAE deployed artificial intelligence sensors across its hypermarket network in May 2025, transforming physical grocery aisles into programmable advertising environments where brands can target shoppers with the same precision they’ve grown accustomed to online. The rollout, executed through the retailer’s Precision Media network in partnership with Swiss…

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  • When Scrolling Stops Working: Why visual search is becoming essential for MENA commerce

    By Co-pilot — Google Lens now processes roughly 20 billion visual searches each month, a volume that has quintupled over the past two years and signals a fundamental shift in how consumers initiate purchase journeys. For marketers operating across the Middle East and North Africa, where smartphone penetration exceeds 90 percent in key markets and…

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  • When the Checkout Becomes the Media Channel: How Commerce Media Is Redrawing MENA’s Advertising Map

    When Majid Al Futtaim announced its partnership with Advertima in May 2025, the headlines focused on artificial intelligence and in-store screens. But the real story was quieter and more consequential. Carrefour hypermarkets across the United Arab Emirates were rolling out visual-spatial sensors capable of identifying shopper profiles in real time and serving tailored messages through…

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  • The New Dialectic: Why Cultural Fluency is the Next Frontier for MENA Marketing

    By Gemini — The recently launched “Celebration” drone show at the Dubai Shopping Festival, set to a cinematic score by Hans Zimmer, represents more than just a technological feat of one thousand synchronized aircraft. It serves as a high-visibility reminder that in the Middle East, the spectacle is no longer enough. The show’s success relies…

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  • A new phase for MENA’s creator economy

    By Perplexity — As the creator economy formalises, its relationship with the wider media mix is also evolving. Brands across MENA are already repurposing creator content as paid assets on social platforms, where algorithms increasingly favour vertical video and authentic storytelling over studio-produced spots. At the same time, attention to connected TV and streaming environments…

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  • The Attention Economy Arrives in MENA: Why Measurement Is Finally Catching Up to Media Spend

    By: Claude 4.5 Opus — When a leading UAE-based telecom brand recently restructured its digital media buying around attention outcomes rather than viewability thresholds, the shift went largely unannounced. There was no press release, no industry award entry, no conference presentation. Yet within weeks, peer brands across the Gulf were quietly inquiring about the methodology.…

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  • AI Creative Automation’s Breakout Moment in MENA

    By: Perplexity — Over the past year, AI‑generated ad creatives have moved from experimental side projects to a central part of performance marketing workflows, with some studies reporting double‑digit lifts in conversion for data‑driven creative variations compared with static, manually designed assets. At the same time, industry commentary increasingly frames AI not as a novelty,…

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  • The Living Room Takeover: Why Connected TV Is Reshaping MENA Media Plans

    By Claude Sonnet 4.5 — Connected TV advertising in the Middle East and North Africa is experiencing growth rates that dwarf most other digital channels, with YouTube penetration hitting 94% in the United Arab Emirates and regional streaming viewership climbing past traditional broadcast for the first time in key markets. For marketers accustomed to dividing…

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  • The Rise of Social Commerce in Egypt

    By Chatgpt GPT-5 — Welcome to this week’s MENA Review, where we explore the rapidly evolving landscape of social commerce in Egypt and its implications for brands seeking to connect with the region’s most digitally engaged population. This analysis examines how Egyptian consumers are reshaping the traditional e-commerce experience and offers strategic insights for brands…

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  • Brands as Media: How Marketing is Evolving in the Digital Age

    By Grok In today’s digital-first world, brands are no longer just selling products. They’re creating experiences, telling stories, and becoming their own media channels. The concept of “Brands as Media” is transforming marketing and shifting the role of brands from mere advertisers to content creators that engage audiences in meaningful ways. This evolution is changing…

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  • Product vs. Experience in Jordan’s Coffee Scene

    Welcome to this week’s MENA Review, exploring the vibrant marketing landscape of the Middle East and North Africa. This read focuses on Jordan’s thriving coffee culture, examining the crucial synergy between product and experience. We’ll analyze prevailing trends and offer strategic insights for brands seeking to differentiate themselves in this competitive market. Defining the Experience…

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  • AI-Powered Marketing: Consumer Engagement & Business Growth

    In a world driven by technology, artificial intelligence (AI) has transitioned from a futuristic concept to a transformative force shaping industries globally. Among its most impactful applications is marketing, where AI-powered Marketing data analysis, behavior prediction, and process automation has revolutionized traditional practices. This blog explores further into AI’s multifaceted role in marketing, highlighting its…

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  • Understanding Spending Habits

    Happy 2025! In today’s digital age, deciphering and influencing consumer spending behavior has become an intricate blend of art and science. Credit and debit card issuers are leveraging the principles of behavioral economics and the precision of data analytics to drive higher spending and foster customer loyalty. This article delves into how these two disciplines…

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  • Sustainable Marketing

    Merry Christmas! This week, we explore a topic that has surged to the forefront of modern business practices: Sustainable Marketing. As the global community grapples with environmental and social challenges, businesses in the MENA region recognize the potential of sustainability as a cornerstone of their marketing strategies. What is Sustainable Marketing? Sustainable Marketing is more…

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  • Unlocking the Potential of AI-Powered Personalization in Marketing

    Unlocking the Power of AI in Marketing: The Egyptian Tourism Authority’s Transformative Campaign Artificial Intelligence (AI) is reshaping the world of marketing. Providing businesses with innovative tools to refine their strategies and achieve remarkable results. One exemplary case is the Egyptian Tourism Authority’s (ETA) AI-powered marketing campaign. Which brilliantly illustrates how AI can be leveraged…

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  • DAMAC Properties Embraces the Future

    Dubai-based developer DAMAC Properties embraces the future and is making waves by venturing into the world of cryptocurrency payments, aiming to attract tech-savvy investors and enhance its brand image. DAMAC Properties is making a splash in the Dubai real estate market, and it’s all thanks to a forward-thinking approach to payments. They’re diving headfirst into…

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  • Chalhoub Group’s Leap into the Metaverse

    A Leap into the Metaverse with Christofle’s “925 Genesis MOOD” NFT Collection, this was back in 2022. Embracing the Digital Frontier In an era where digital transformation is not just a trend but a necessity, Chalhoub Group has made an audacious leap into the Metaverse with its inaugural NFT collection, “925 Genesis MOOD,” in collaboration…

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  • How Digital Marketing is a Growth Driver

    In today’s competitive landscape, start-ups face unique challenges. They must engage customers, optimize products, and scale efficiently, all while managing limited resources. Digital marketing enables growth through dynamic and cost-effective methods. It allows connecting with audiences, gathering insights, and supporting business development. A recent study “Linking the potentials of extended digital marketing impact and start-up…

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  • Rhetorical Triangle in Marketing

    Welcome to the latest issue of MENA Review. The weekly newsletter for readers interested in marketing in the Middle East and North Africa region. We will be exploring how Rhetorical Triangle can be used to create effective marketing campaigns. We will also review three case studies of brands that have successfully applied the concept to…

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  • Brand Activation

    Happy Holidays! Welcome to the latest issue of MENA Review, the weekly newsletter for marketers interested in the Middle East and North Africa region. We hope you had a wonderful time as well. In this issue, we will explore the topic of brand activation, how to create events, experiences, and interactions that forge lasting emotional…

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  • Guerrilla Marketing

    In this issue, we will explore the topic of guerrilla marketing. How to use unconventional and low-cost tactics to create a buzz and awareness around your brand, product, or campaign. Marketing term of the day: Guerrilla Marketing Guerrilla marketing is a marketing tactic. Where a company uses surprise and/or unconventional interactions in order to promote…

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  • The Surround Sound Method

    Welcome to MENA Review, the newsletter for marketers who want to learn how to grow their business and reach their customers in the Middle East and North Africa region. In this issue, we will explore one of the most effective digital marketing techniques. This technique is called the Surround Sound Method, and it can help…

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  • Personalization

    Welcome to another issue of MENA Review, the weekly newsletter that brings you the latest insights and trends in marketing in the Middle East and North Africa region. In this issue, we will explore how to use personalization in marketing to create and nurture a loyal and engaged community of customers, fans, and advocates for…

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  • Attribution Models

    In this article, we will explore the topic of marketing attribution models. Which are a way of measuring the impact of different marketing channels and campaigns on customer conversion. The models can help understand which marketing efforts are most effective in driving conversions and optimizing the marketing mix. They can also help improve return on…

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  • Brand Recognition

    The concept of Brand Recognition is more complicated than one might think. It cannot be understood in isolation and as we usually compare a brand to other competing or complimentary brands. Only then would it be capable to compare features and services, and the compatibility to its partner brands. In his book Global Brand Strategy,…

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  • Marketing Automation

    What is Marketing Automation? It is the use of software to automate marketing processes and campaigns, across multiple channels, such as email, web, social, and text. The utilization of such technology can help marketers target customers with relevant and timely messages, based on their behaviour, preferences, and needs. Marketing automation can also help marketers measure…

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  • Brand Extensions

    Brand extensions are a type of marketing strategy that involves leveraging an existing brand name or image to launch new products or services in different categories or markets. Its purpose is to leverage your brand awareness and equity to create more revenue streams and reach new customers. Brand extensions can help you achieve various marketing…

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  • Viral Marketing

    In this issue, we will explore the topic of viral marketing. How to create a message and spread a message capturing the attention of your audience. But before we dive into that, let’s start with a fun riddle to test your marketing knowledge. Can you guess the answer? Riddle of the day: What is a type…

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  • Brand Community Building

    In this issue, we will explore the topic of community building, and how you can create and nurture a loyal and engaged community of customers, fans, and advocates for your brand, product, or service. Community building is a type of marketing strategy that involves creating valuable content and experiences for a specific group of people who…

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  • Gamification

    In this issue, we will explore how gamification can boost your marketing in a fun and interactive way. Gamification is the use of game elements and mechanics in non-game contexts. Gamification can help you increase user engagement, generate leads, collect data, improve customer satisfaction, and drive sales. Sounds exciting, right? Let’s dive in and see…

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  • Marketing Collaboration Strategies

    In this issue, we will explore the topic of collaborative marketing, which is defined as two or more brands working on initiatives for the benefit of the collective. We will also share four case studies on how some brands in the MENA region have successfully implemented collaborative marketing, and the lessons we can learn from…

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  • Brand Affinity

    Welcome to the sixth issue of MENA Review, the weekly newsletter that brings you the latest insights and trends in marketing for the Middle East and North Africa region. In this issue, we will explore the concept of brand affinity, why it matters, and how some brands have successfully built it with their customers. But…

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  • Neuromarketing

    Welcome to the fifth issue of MENA Review, your weekly newsletter bringing you the latest insights and trends in the world of marketing. In this edition, we will delve into the fascinating world of neuromarketing and explore how brands in the MENA region have leveraged this powerful technique to create impactful ad campaigns. So, let’s…

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  • Incidental Advertising

    Are you curious about incidental advertising and how it is affecting consumers? In this week’s newsletter we explore the phenomenon of incidental advertising and how it works in today’s media climate.  We’ll start with a definition of incidental advertising, then move on to why it’s becoming increasingly popular with marketers. After that, we’ll examine the…

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  • Influencer Marketing

    Welcome to the third issue of MENA Review, the newsletter that brings you the latest trends, insights and best practices in marketing in the Middle East and North Africa. In this issue, we will cover the following topics: This week’s brain teaser! Can you solve this riddle? I am a word that begins with I.…

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  • Omnichannel Marketing

    Welcome to the second issue of MENA Review, the newsletter that brings you the latest trends, insights and best practices in marketing in the Middle East and North Africa. In this issue, we will cover the following topics: We hope you enjoy reading this issue and find it useful for your marketing endeavours. If you…

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  • Marketing Technology (Martech)

    Welcome to the first issue of MENA Review: Marketing, the newsletter that brings you the latest trends, insights and best practices in marketing in the Middle East and North Africa. In this issue, we will cover the following topics: This week’s brain teaser! Can you solve this riddle? I am a word that begins with…

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