Ideas for your next brand move.
Practical thinking on content, creators, customer relationships and search. Explore ideas you can bring into your next brief, campaign or conversation.
From Scroll to Action: Short Videos Built for Better Ad Testing
A good-looking video is a starting point. A clear message, believable proof and a useful test plan give your creative a job to do.
Marketing Automation That Feels Like Good Customer Service
Start with the customer's next need. Then connect the right message, moment and channel into a journey your team can manage.
Your CRM Is More Than a Contact List
Useful segmentation starts with what customers have told you and done. Here's how to turn that information into more relevant communication.
Beyond Keywords: A Practical Guide to AI and Social Search
GEO, AEO and social search begin with the same question: can people find a clear, useful answer about your business?
Write in Arabic first, translate later
Translated captions read like a form. Here is how we brief creators so the Arabic sounds like a person.
What makes your brand easier to understand in AI search?
Discovery is moving into assistants and social search. Clear, useful content gives your brand a better chance of being understood.
How we structure a live shopping session
Live selling works when the run of show is tight. Here is the structure we like to start from.
A creator brief should fit on one screen
Long briefs tend to produce safe videos. Short ones with one clear must-have leave room for a real idea.
A report that fits on one page
Reports get read when they are short. We keep cost, conversion and what we learned on the front page.
Planning a Gulf year around four peaks
Ramadan, Eid, back to school and the National Day. The months in between are for preparation.