As technology reshapes every dimension of marketing, leaders must evolve faster, anchoring strategy in clarity, empathy, and innovation. Leadership Beyond Titles: The Shift from Authority to Accountability The UAE’s business landscape is evolving at a remarkable pace, and with it, the very definition of leadership is transforming. Hierarchies are yielding to agility, customer expectations are […]
Tell us about your company, Ascendant Group. Ascendant builds brands for the world’s top CEOs and executives. We integrate brand strategy, PR, social media, and publishing into one cohesive engine. Our work positions leaders as influential voices in their industries and turns personal brands into growth assets. Over the past 21 years, we’ve worked across […]
Tell us about yourself My name is Houman Jahangard, and I was born in Tehran, Iran. From childhood, I was naturally extroverted, curious, and eager to explore new things. Details always mattered to me. I constantly had many questions, and I did not always know where to find the answers. I have always placed great […]
Influencer marketing in the Gulf has firmly established itself as a central growth driver for brands across Saudi Arabia, the UAE, Kuwait, Qatar, and Lebanon. Social platforms now define how people discover products, trends, and lifestyles. Marketers no longer ask whether to invest in creators; they ask how to invest wisely. Drawing from over a […]
Today, many entrepreneurs, CEOs, and business leaders are more focused on chasing likes and views on social media than on building real marketing strategies. Somewhere along the way, “going viral” became the goal, and short-term engagement on TikTok or Instagram started to be confused with actual branding and positioning. The truth is simple: marketing is […]
Hesham, could you start by telling our readers a little about yourself and your professional journey? Certainly. I currently serve as the Marketing Head of Lundbeck MEA, bringing more than two decades of expertise in the pharmaceutical industry. I spearhead strategic marketing and digital transformation initiatives, with a strong emphasis on AI-driven customer engagement, omnichannel […]
What Is Sonic Branding? If branding is how people recognize your business visually, sonic branding is how they remember you emotionally. Think of the Netflix “ta-dum,” the Intel chime, or the satisfying snap of a Coca-Cola bottle opening. These aren’t just sounds — they’re experiences. They connect instantly. They stick. And they say something powerful […]
In the last decade, the Middle East has emerged as one of the fastest-growing hubs for digital transformation. With smartphone penetration rates among the highest in the world and a youthful population driving online engagement, marketing in the region is no longer about simply being present — it’s about being authentic, adaptive, and value-driven. For […]
In today’s digital age, social media has become a way of life all over the globe. But this statement stands especially true for the Middle East, particularly in dynamic markets like Dubai and across the GCC, where users spend significantly more time online compared to the global average. Yet, somehow, the brands still struggle to […]
Tell us about yourself and your background. I’ve always been deeply passionate about marketing and its power to drive businesses forward. With over 18 years of experience in the field, I’ve had the privilege of working with businesses across various industries, helping them articulate their vision and carve out a niche in the marketplace. Growing […]
