Lab Notes

If you are a global marketing director deciding how to hire in Iraq, start with how people there actually live, speak, watch and regulate media, not with a regional template written for another market. The questions this guide answers are practical: what should you look for in an Iraq agency, and how is marketing in Iraq different from a GCC rollout? It does not publish a ranking of firms. Start with the audience, not a regional template Iraq's population stood at 47.3 millio

Five names. One big win. We're incredibly proud to celebrate the team just named in Campaign Middle East Magazine's Faces to Watch: Under 30, 2025.

Since I started working in Iraq, people tell me you can't take a kind approach. Being kind does create a much higher level and more sustainable team.

We're pleased to have managed and executed the Mercedes-Benz Iraq Business Iftar this Ramadan, providing event management and digital coverage.

What an incredible evening celebrating the official launch of Ghawali in Baghdad alongside our amazing friends at Al-Shaheera and Chalhoub Group.

You will never become a successful account executive unless you learn to make good presentations. These commandments from David Ogilvy still feel accurate.

In Saudi homes, the laundry powder sack is basically furniture. Ariel and Tide's answer wasn't just another advert: a stackable smart storage box.

The butterfly effect or The Abu Jana effect: one person changed Iraqi consumer behaviour in FMCG. The driver is credibility, not the number of prizes.

Most AC commercials show people escaping the heat. We composed a soundtrack from Iraq itself, from the knock of a watermelon to the clink of a tea glass.

Everyone thought it was a trailer for a reality show. It was an air conditioner campaign: TCL Bling achieved 30M organic views and zero paid media in Iraq.

Iraq is a near $8 billion apparel market. Azadea Group conducted on-ground focus group research in Baghdad. The launch strategy is a verification campaign.

Clear reached audiences all across Iraq and Jordan with entirely organic content and no paid ads. Rexona's FIFA World Cup 2026 campaign was creator-led.

Why do global brands still treat Iraq like an afterthought? They are losing it to local ones who speak the dialect, not a translation of it.