Perspective
Why Gulf Brands Choose Arabic Even When Their Names Are in English
Data showing Gulf businesses favor Arabic ads despite English brand names is a reminder that marketing in Oman can't be built by translating an international campaign.
Journal author
Shurooq Sultan
CEO & Co-founder
Co-founded The Media Agent and leads it — the strategy, the client relationships and the standard the work is held to.
Everything Shurooq has written
Perspective
When AI Writes the Brief, Who Does the Thinking?
An agency report on AI-written briefs is a small signal of a bigger question: how much creative judgment are we quietly handing over?
Perspective
If AI Is Widening the Connection Gap, What Should Brands Sound Like?
A psychologist's warning about AI and disconnection raises a harder question for brands: does sounding efficient cost you the very trust you're trying to build?
Perspective
What Clients Expect When Agents Do the Work
Agentic AI promises faster, cheaper advertising, but Forrester's research suggests it mainly speeds up whatever process, good or bad, was already there.
Perspective
Are We Losing Creativity in the Race for Content?
Forrester predicts a return to human-made content as AI saturates feeds, which raises a harder question about what speed has already cost creative work.