CommunicateOnline

The Middle East's #marketing and #advertising resource

[CommunicateOnline @CommunicateME]

Four titles. One paycheck? Our 2026 GCC salary survey reveals pay gaps across UAE and Saudi agencies: UAE PR out-earns media, while Saudi Creative Directors earn a third of UAE peers.
https://t.co/xveMOGgH2h

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Brands invest millions in their messaging, but CEOs often stay silent. Eleveight’s Patrick Samaha argues CEO voices belong in the media mix, built on authority, not activity. https://t.co/HsG7dneucg

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When creative becomes infinite, what is still worth paying for?

Communicate AI 2026: The Age of Abundance brought industry leaders together to explore the future of AI, creativity, agencies and influence.

Watch the highlights.

[CommunicateOnline @CommunicateME]

MCN MENAT’s Ricarda Ruecker says GCC hiring is largely on hold, with retention the priority. In our 2026 GCC Salary Survey, she explores AI skills, Saudi talent and why culture matters to young hires. https://t.co/nU3QZg0XkL

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CHUCK Studios’ Olaf van Gerwen says appetite appeal isn’t enough. Without distinctiveness, food brands risk promoting the category, not themselves. He explains how this shaped KFC Middle East’s new culinary identity. https://t.co/QnrJuGlZ0q

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Omnicom says IPG integration is nearly complete, with Q3 organic growth reaching 7.2% and margins at 18.2%. Next: scaling Acxiom Real ID, Omni and AI agents across the network. @OmnicomMediaGrp https://t.co/HcL9awgJYu

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84% of GCC organizations use AI, but proving ROI remains a challenge. From Coca-Cola’s 32 personalized ads to Air Arabia’s 12-market campaign, brands are turning AI into results. https://t.co/qalhlHwbtk

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Incubeta’s Chelly Megale says GCC agency hiring is selective, prioritising AI, data and cross-disciplinary talent. In our 2026 GCC Salary Survey, she explains why flexibility can matter more than salary. @IncubetaGlobal https://t.co/TJK5pJC4rp

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Mindset’s Natalia Edde says hiring and retention are getting tougher across the GCC. In our 2026 Salary Survey series, she shares why expectations are rising and fewer candidates make the next round. https://t.co/2Qpz4vVPyd

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Dubai’s first ad school, RAY, graduates its inaugural class of 24 students tackling a real @CocaCola brief. Communicate joined as media partner and jury member, celebrating fresh creative talent and ideas. https://t.co/BtVivUxTLO

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Majid Al Futtaim Retail’s Taha Benazoun says retail media wins come from linking onsite, offsite and in-store. A Mondelez campaign delivered 52% customer growth and 9x return on spend. https://t.co/Wk32c4JNGF

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Social isn’t for campaign leftovers. Mike Khouri of tactical. says brands must stop resizing TV ads and build worlds people want to return to. More posts won’t cut it; memorable experiences will. https://t.co/Ve3PJFbkaZ

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Snap’s UAE head Antoine Challita says shopping decisions start in Chat. With 71% of daily Snapchatters in the UAE influenced to buy, brands must create content people want to share.
@Snapchat
https://t.co/nGDhW3ONSy

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Global trade is changing. Is the region ready?
At the World Economic Forum’s Annual Meeting of Global Future Leaders in Dubai, Farid Belbouab, Group CEO of @Gulftainer , discusses how connected infrastructure and smarter logistics are strengthening supply chain resilience. @wef

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When did B2B marketing get so serious? NEOPAY’s Astha Gupta calls for fewer buzzwords, more personality and a simple reminder: behind every B2B decision is a human being. @neopayme https://t.co/w54Xotsoju

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Half of travelers can’t recall the last tourism ad they saw. New LIONS Advisory x TOURISE research reveals why tourism marketing blends into the feed—and a five-part IDEAS playbook to stand out. @WARCEditors https://t.co/YElq1zVAIH

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HYVE has launched in Dubai and Riyadh, uniting media, data, CX and AI. Its Honeycomb platform connects 150+ data sources to power AI-driven planning, activation and measurement. https://t.co/nbinRyWZeI