We’re here to help you keep up to date on all things Media, Tech, and Data. Check out this must-read on Four Key Takeaways ME Marketers Can’t Ignore; From Cannes to the Gulf, our edition for July 2025.
The 2025 edition of Cannes Lions was a masterclass in bold creativity, authentic storytelling, and purposeful innovation. But what matters most is this: how do global trends translate into regional impact?
Here’s what every marketer in the Middle East should take away from Cannes this year:
1. AI is in, but local insight still wins
What’s New: AI-powered creativity dominated discussions. Meta, Google, and Unilever showcased how AI can scale content, test ideas, and reduce production timelines. At Cannes 2025, AI wasn’t just for show; it’s now deep in agency infrastructure, automating content generation, campaign optimization, and data-driven decisions, among those investing heavily and treating AI as a production teammate, not a gimmick.
Why It Matters in the ME: In markets like the UAE and Saudi Arabia, where audience segments are diverse and culturally distinct, AI should support not replace creative nuance. Brands here should embrace AI for hyper personalization; whether crafting marketing messages or optimizing delivery logistics. But don’t neglect human nuance: ME audiences crave culture-aligned humour that machines alone can’t replicate.
Takeaway for brands: Use AI to adapt and amplify, but keep the strategic core rooted in local emotion, language, and insight.
- With Dubai and ADX embracing AI across government and city services, brands in the UAE can leverage AI for hyperlocal personalization. Think AI-curated Ramadan promos that resonate with diverse expat segments.
- Agencies can scale campaigns faster. Automating visuals and A/B testing them, so creatives can focus on culturally rich storytelling (and witty UAE-specific humour).
2. Your Inbox (and WhatsApp) are the new Prime Time
What’s New: WhatsApp is finally letting brands crash the party, especially in the Updates tab (not our beloved private chats), aiming for $10 billion annual revenue by 2028. Simultaneously, Netflix has inked a deal with Yahoo DSP to integrate ads into Yahoo Mail, basically letting you binge while checking your inbox. This marks a strategic expansion beyond the big screen into broader digital environments, marrying streaming with email
Why It Matters in the ME:
- With 3 billion+ monthly users globally, and WhatsApp being the de facto chat app in the region, enterprises, SMEs, and even local retailers get a golden opportunity to reach customers where they already spend most of their time.
- The Netflix-Yahoo combo hints at seamless cross-channel promotion. Netflix now has the tools to hit users with show trailers or product placements while they’re reading an email. That’s next-level cross-channel synergy.
- Yahoo’s demand-side platform (DSP) brings curation options, privacy-focused identity graphs, and programmatic timing; making the ad‑served content feel less like noise, more like useful prompts. For local brands, pairing next-gen hyperlocal ads with Netflix or regional streaming service placements will be the new way forward.
Takeaway for brands: Imagine a Netflix mid-roll for Dubai Bling popping up in Yahoo Mail, with a food delivery promo right after. Regional brands can piggyback off this multi-screen moment with smart, timely integrations. Think less “platform strategy,” more “where-are-they-when-they-scroll strategy.
3. Entertainment is the new engagement engine
What’s New: Brands that created content like shows, not ads stole the spotlight. MrBeast, Spotify, and Duolingo showed that entertainment-first storytelling earns attention. Brands like Heinz and Adidas are reclaiming charm and absurdity, proving that a hearty laugh still wins hearts, even if judged at Cannes.
Why It Matters in the ME: Middle Eastern audiences, especially Gen Z and Millennials, are active content consumers on TikTok, YouTube, and Shahid. And these consumers expect whimsy and cultural nods. A funny Gulf-specific pun or light-hearted Riyadh/Dubai moment in ads could really land, if done right. This goes hand-in-hand with Cannes’ rediscovered appreciation for humour.
Takeaway for brands: Don’t just produce “campaigns”. Think about creating branded moments your audience would binge, share, or quote. Lean into regional humour, irony, and pop culture. Consider formats that blend entertainment with brand, not separate them.
4. Purpose must be actionable, visible and consistent
What’s New: Purpose-led work only stood out when it delivered measurable change like Mastercard’s accessibility initiatives or Arla’s sustainability efforts.
Why It Matters in the ME: Middle Eastern consumers particularly the affluent urban audience care about ethics, sustainability, and inclusion. But they’re sceptical of “performative purpose.” Cannes reinforced enduring campaigns like Nike’s “Just Do It” or Dove’s “Real Beauty,” cementing that purpose with consistency wins over fleeting buzz.
Takeaway for brands: Purpose isn’t a slogan. Align your brand with causes where you can drive visible, real-world impact whether it’s food waste, climate resilience, or mental health. For regional brands, investing in long-term brand vision is key; one solid campaign beats a shiny one-off every time.
The Final Word: The region’s not emerging. It’s leading.
Creativity from the region wasn’t just recognized, it was celebrated. 2025 marked a record 32 awards for MENA. Jordan won its first-ever Cannes Lion, signalling a creative awakening across new markets. There’s never been a better time to be a regional marketer. The creative bar is higher than ever, and the world is watching. Don’t localize global ideas. Start local and let it scale. The next big global campaign may be born in Riyadh, Dubai, or Amman.
Cannes 2025 made one thing clear: the Middle East isn’t playing catch-up, it’s setting the pace. If your next campaign doesn’t blend tech, truth, and cultural intelligence, it’s already behind. As you plan your next campaign, ask:
- Is it entertaining?
- Is it authentic?
- Is it made for people or just platforms?
Because in 2025, creativity is still king. But relevance? That’s the crown.
Sources: Campaign Middle East, Axios, Wall Street Journal, PPC Land & Adweek
