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Marwa Kaabour's Blog
Welcome to Marwa Kaabour's blog, where you'll find valuable insights and thought-provoking articles on marketing, communications, branding, sustainability, leadership, and women in business. Explore the latest trends, strategies, and industry updates, written by an experienced author and speaker in the field.
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WE Convention 2025: Marwa Kaabour, International Bestselling Author and Marketing Expert Marwa Kaabour on Career and Life at the WE CONVENTION MENA This article is featured in our special WE Convention 2025 supplement , a collaborative publication by the WE Council and Entrepreneur Middle East. Marwa Kaabour is a CMO-level executive and international bestselling author with over 25 years of experience in building and leading strategic marketing communications across the Middl
Marwa Kaabour
3 min read
2026: Shifting from exploration to iteration
2026: Shifting from exploration to iteration by Marwa Kaabour During most of the past decade, marketers were taken by an endless cycle of exploration. They explored new platforms, new technologies, new audience behaviours and another wave of digital tools promising a competitive edge. We operated in a marketplace defined by rapid experimentation and constant reinvention, often pressured to chase the next shiny platform before the last one had even proven its worth. But 2026 i
Marwa Kaabour
2 min read
Purpose and ESG in 2026: From Narrative to Evidence
For a long time, purpose and ESG have lived comfortably in brand statements, campaign lines and annual reports. In 2026, I see that comfort disappearing. The conversation is slowly but surely moving away from what brands promise and towards what they can prove. Purpose and ESG in 2026 by Marwa Kaabour This shift matters for marketers. Purpose and ESG are no longer just storytelling territories; they are becoming signals of how seriously a business is preparing for the future.
Marwa Kaabour
3 min read
The Future of Work is Agentic: A Human & AI Symphony in Corporate Communications
The Future of Work is Agentic: A Human & AI Symphony in Corporate Communications
Marwa Kaabour
3 min read
When Print Meets AI: The Bold Simplicity of Media City Qatar’s Ad
When Print Meets AI: The Bold Simplicity of Media City Qatar’s Ad
Marwa Kaabour
2 min read
When Marketing Disturbs Positively. WWF-Korea’s AI Billboards Make You Pause.
WWF-Korea’s AI Billboards Make You Pause
Marwa Kaabour
2 min read
The Hopefull Challenge: How a Whispering PR Campaign Sparked a Movement in South Korea
The Hopefull Challenge: How a Whispering PR Campaign Sparked a Movement in South Korea
Marwa Kaabour
1 min read
The Power of Quiet Leadership: Why Kindness Makes People Bloom
The Power of Quiet Leadership: Why Kindness Makes People Bloom
Marwa Kaabour
1 min read
The Soda Monopoly Is Finally Cracking. New Hero Brands Are Pouring In And Customers Are Saying Yes!
The Soda Monopoly Is Finally Cracking New Hero Brands Are Pouring In And Customers Are Saying Yes! The Future of Soda: How Gut Health and Wellness Are Reshaping the Cola Wars
Marwa Kaabour
3 min read
Marwa Kaabour Nominated as one of The Arab Leaders in Business
Marwa Kaabour on The Arab Leaders Power List
Marwa Kaabour
2 min read
Unlearning to Create Anew: A Creative’s Journey from the ’90s to the AI Era
How AI is changing the face of creativity I began my advertising career in the vibrant 1990s—when creativity was more than just a job. It...
Marwa Kaabour
2 min read
When My Son Walked into Ski Dubai Without Leaving the Sofa
A Parent’s Reflection
Watching my son wander around a digital Ski Dubai gave me pause. It made me realize that the future of customer experience isn’t arriving tomorrow; it’s already here. For today’s kids, digital is not separate — it is life. And brands that lean into that reality, with creativity and courage, will not just be seen. They will be remembered.
Marwa Kaabour
3 min read
I'm Judging at Campaign's Agency of The Year Awards
Judging at Campaign's Agency of The Year Award
Marwa Kaabour
1 min read
Addidas Original - A Fashion Foresight
Addidas Original - A Fashion Foresight
Marwa Kaabour
2 min read
AI Wont Kill Advertising, It Wont Save It Either
AI Wont Kill Advertising, It Wont Save It Either
Marwa Kaabour
1 min read
The Arab Leaders
Thank you The Arab Leaders for this recognition. I come from Lebanon 🇱🇧 a country of people known for their love of life and...
Marwa Kaabour
2 min read
When Intention Isn’t Enough: What We Learned From the Kalamantina Campaig
When Intention Isnt Enough: What We Learned From the Kalamantina Campaig
Marwa Kaabour
2 min read
The Full Story Behind the “Great Jeans/Genes” Campaign That Missed Its Mark
The Full Story Behind the “Great Jeans/Genes” Campaign That Missed Its Mark
Marwa Kaabour
2 min read
Doing good is good business
Marwa Kaabour reflects on how Al Masaood’s journey toward ethical leadership weaves sustainability, inclusion and governance into the fabric of business.
Marwa Kaabour
2 min read
Are Brands Today Talking Purpose or Building It?
Are Brands Today Talking Purpose or Building It?
Marwa Kaabour
3 min read
Get in Touch with Marwa Kaabour
For media or keynote inquiries, reach out to me, and I'll respond promptly to assist you.
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