Marwa Kaabour's Blog

The Future of Work is Agentic: A Human & AI Symphony in Corporate Communications

WWF-Korea’s AI Billboards Make You Pause

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...

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.

Thank you  The Arab Leaders  for this recognition. I come from Lebanon 🇱🇧 a country of people known for their love of life and...

When Intention Isnt Enough: What We Learned From the Kalamantina Campaig

Marwa Kaabour reflects on how Al Masaood’s journey toward ethical leadership weaves sustainability, inclusion and governance into the fabric of business.

Are Brands Today Talking Purpose or Building It?

The end of Skype. What Happens When Innovation Stops Evolving. In May 2025, Microsoft retired Skype – a platform that once defined what...

Should brands follow viral trends? Lately, I've been seeing more and more brands hop onto viral trends – sometimes cleverly, other...

When Privacy Became the Loudest Message in the Room WhatsApp’s Global Campaign Reframes the Conversation

There was a time when Artificial Intelligence in PR meant a simple dashboard that tracked mentions or scheduled press releases....

Owning what very few can afford may lose its appeal when consumers realize the value is largely symbolic ·      Luxury brands must address a new breed of consumers who value sustainability over logos, authenticity over exclusivity, and ethics over price tags   “For luxury brands, the ultimate challenge lies not in lowering prices or increasing accessibility, but in discovering new ways to redefine exclusivity. In the age of mass production, the new luxury is not ownership,

Tech Won’t Save You. Trust Will. Balancing Automation and Human Creativity in MarTech

ethical-use-of-aigenerated-imagery-in-advertising-rendered-realities-why-the-Balancing authenticity and AI in visual branding

How Pop Mart Created a Global Toy Craze. What Labubu Can Teach Us About Modern Marketing: It's Not What You Sell—It’s What They Feel

The PR and Marketing Crisis of B'Laban Brand What happened to B’laban is not just a PR & Marketing disaster—it’s a case study in what...

FORBES 10 MENA WOMEN MAKING THEIR MARK IN MARKETING

The 2025 Marketing Outlook: What’s Ahead for Us?

Jaguar’s latest rebrand has been one for the books