The Art of Not Selling shortlisted at The Marketing Society GCC Awards 2026

Mashreq Masterclass (part of The Art of Not Selling), made by Almost Impossible for Mashreq, was shortlisted in B2B at The Marketing Society GCC Awards 2026.

The story

The Marketing Society published the shortlist on 29 June 2026.

The brief was access. In corporate banking, the people who make high-value financial decisions, CFOs, treasury leaders and senior executives, rarely have their decisions shaped by advertising, so Mashreq's challenge was reaching them rather than making them aware of the bank. We made a series of unscripted conversations in which CFOs and financial decision-makers spoke to each other, with no scripts, no product demonstrations and no sales agenda. Short edits, executive quote cards and LinkedIn polls carried the conversations beyond each episode.

Over six months, the platform recorded 12M video views, a 98% view-through rate and 11K+ poll interactions. The case study also reports a 23% increase in inbound Corporate Banking enquiries, for which it gives no period.