Insights.

Articles and thinking from the THAT team — cultural and creative perspective, ahead of the curve.

Saying it plainly
Generative AI made everyone sound the same. In a business whose only product is attention, sameness is the one thing you cannot afford.
Majd Bahou23 May 20264 min read
Dubai is not what you think
Outsiders see a rich, fast city and build one loud campaign for it. Dubai is one of the most culturally layered markets in the world, and it rewards brands that understand the difference.
Majd Bahou22 May 20265 min read
The death of the agency retainer
The retainer survived because it was easier than the alternative, not because it worked. A look at why the model is breaking, and what clients should actually pay for now.
Majd Bahou20 May 20264 min read