Creative Talent: Dubai and Riyadh’s Young Lynx Academies brought 40 emerging MENA professionals into workshops and a 24-hour creative challenge, with Publicis Groupe Middle East backing the mentorship programme. Ad Budgets: FMCG spending is splitting: Marico, Nestlé India and Colgate-Palmolive boosted ad outlays, while Hindustan Unilever cut its spend 9.3% as brands weigh costs and digital disruption. AI Discovery: As more buyers turn to AI platforms for recommendations, marketers face a shift from winning search clicks to being cited and recommended in generated answers. Influencer Marketing: Research found AI influencers’ posts drew about 21% more engagement when shown interacting with a real person, offering brands a way to make synthetic creators feel more relatable. Advertising Rules: Australia’s ACMA urged broadcasters to close a loophole that permits alcohol ads during weekend and holiday sports, citing children’s exposure at major events. Marketing’s Role: Recent industry commentary argues marketing should reach beyond ads and social posts, while effective advertising must build long-term brand value and drive immediate sales.