PRAXIS MENA
The inaugural international edition of PRAXIS MENA took place in Abu Dhabi on 3 February 2026, focused on the theme of From Message to Mission, attracting more than 150 participants to the Saadiyat Rotana.
PRAXIS MENA: CCO role recalibrates as strategy, data & judgement converge
Mubadala CCO Brian Lott and former UK government communications chief Alex Aiken highlighted how communications leadership is evolving toward greater visibility, judgement and strategic responsibility.
Arun Sudhaman
PRAXIS MENA: Middle East communicators urged to reinvent their role
Senior communications leaders at PRAXIS MENA argue the industry must prove its value in a more integrated ecosystem by moving beyond legacy roles and “building new models.”
Arun Sudhaman
PRAXIS MENA: Context and earned trust vital to strengthening UAE reputation
Despite a broadly positive perception, the country must find a way to combat “conspiracy theories” and win over neutral observers around the world.
Arun Sudhaman
PRAXIS MENA: Why brands can’t buy relevance
Brand and agency leaders argued that relevance cannot be bought through spend or scale alone, pointing instead to culture, consistency and earned trust as the real drivers of attention.
David Blecken
PRAXIS MENA: Trust in healthcare is no longer institutional
Healthcare leaders described a future in which trust, information and decision-making increasingly sit with the individual.
David Blecken
PRAXIS MENA: “AI forces agencies to have honest conversations with clients”
As AI compresses time and cost across communications, agencies and clients are being forced into difficult conversations about what value really looks like in an automated world.
Arun Sudhaman
MENA Consultancy Performance Index 2026 — Champions Revealed 🏆
Current Global took top honours in the Middle East’s first Earned First Index, unveiled at PRAXIS MENA in Abu Dhabi yesterday, alongside Action Global and Weber Shandwick.
Arun Sudhaman
