Campaign Middle East

22/11/2024

"Employees who are genuinely proud of where they work and what they do can be powerful voices, connecting with audiences in ways traditional advertising simply can’t," writes Svenja Maltzahn, Founder of Sumea Social.

Read the full article with the link below.

Svenja Maltzahn, Founder of Sumea Social, explains how a brand can launch its own corporate influencer program.

22/11/2024

Panel 5 moderated by Maud Moawad, CEO and Co-Founder, Seventh Decimal covered the region’s OOH and the path to further growth.

Featuring panellists David Hawkins, Managing Director, Billups, Eamon Sallam, Chief Operating Officer, Elevision, Stavroula Kalogeras, MBA Programme Director, Heriot-Watt University and Mansour Wehbeh, Client Director, Talon Outdoor.

The panel concludes that the growth of OOH is dependent on quality scaleable networks to make the most use of the urban expansion in the region.

22/11/2024

Panel 4 at the Campaign Breakfast Briefing: Out of Home 2025 on Strengthening Industry Relationships and Partnerships brought strategy shifting points to the floor.

Moderated by Sami Al Mufleh, CEO, Hills Advertising
Speakers: Mai Cheblak, Head of Corporate Marketing, Emirates NBD, Beatriz Benedetti, Head of Marketing & Innovation, BRF
Ghassan Kassabji, Chief Growth Officer MENA and CEO – UAE, Impact BBDO Group, Rachel Devereux, CMO, Brand, Marketing & Digital Director, Virgin Mobile UAE, and Atharv Ruparel, Head of Marketing, Pan HOME

The panel made the case for better collaboration between brands, media suppliers and media and creative agencies to ensure the longevity of OOH campaigns and stronger partnerships.

#2025

22/11/2024

Panel 3 at the Campaign Breakfast Briefing:Out of Home 2025 discusses Smart Targeting in DOOH: Harnessing AI for Impactful Advertising.

Moderated by Ghada El-Kari, CMO, W Group Holding
with panellists Hicham Auajjar, Chief Product & Services Officer, MENA at GroupM, Chris Solomi, Chief Digital Officer, Omnicom Media Group, Hammad Benjelloun, Co-Founder & CEO, AiOO, Hugues Raingeard, Digital Director, Havas Media Middle East

The panel discussed how AI can help predict crowd patterns and how personalisation in advertising is not about creating the best ad for a person but should be towards making an ad to find the right type of audience.

#2025

22/11/2024

Panel 2 at the Campaign Breakfast Briefing: Out of Home 2025 discussed whether the journey to programmatic is just as valuable as the destination.

Moderated by James Harrison, Chief Product Officer, BackLite Media and featuring speakers Sean Gadsby, Head of Programmatic, BackLite Media, Andrew Hamblin, Chief Revenue Officer, LDSK, Ashnee Thacker, Senior Account Manager, The Trade Desk
and Yasmine Al-Turk, Advanced DOOH & Digital Supply Lead, GroupM MENA

The panel made the case for programmatic in terms of accuracy, speed, effectiveness, and greater ROI, but called for greater collaboration in order to meet the critical mass of screens to enable programmatic and meet client demand for it.

#2025

22/11/2024

The first panel at The Campaign Breakfast Briefing: Out of Home 2025 covered the topic of Outdoor Advertising: Is it the most credible?

Moderated by Walid Yared, CMO, Choueiri Group and featuring speakers Sahar Khan, VP of Marketing, Bayut & dubizzle, Avinash Babur, Chief Executive Officer, InsuranceMarket.ae, Ziad Melhem, Chief Marketing Officer, CFI Financial, Milica Smudja, Director of Marketing and Communications, Al Qana

Panelists talked about the credibility of OOH advertising as its permanence and visual reliability.

22/11/2024

Nihal Diab, Investment Manager, GroupM MENA delivers a keynote presentation on The Evolution of OOH Measurement at the Campaign Breakfast Briefing: Out of Home 2025.

#2025

22/11/2024

The Campaign Breakfast Briefing: Out of Home 2025 - Street Smart Branding has officially begun. We’ve got the morning packed with great insights into the OOH landscape in the region.

Here’s our Editor Anup Oommen and Publisher Nadeem Quraishi kicking things off at a full house.

21/11/2024

Tarek Ali Ahmad, Managing Director of FP7 McCann MENAT Dubai, said: “Sana’s dedication and expertise have been instrumental in building stronger client relationships and delivering outstanding results across key campaigns.”

Sana Omran, Head of Business Leadership, FP7 McCann Dubai “FP7McCann has been an integral part of my professional journey and it’s an honour to take on this role.”

As FP7McCann Dubai's new Head of Business Leadership, Sana Omran aims to strengthen client partnerships and streamline processes.

21/11/2024

"While designing content purely to “please the algorithm” and chase likes, views, or engagement metrics can be tempting, at the heart of all those numbers are people. Regardless of how powerful algorithms become, if your content doesn’t resonate with real audiences, it won’t truly make an impact," says, Leandra Meintjes, CEO of PROVEN 360.

Algorithms are useful – they help us sort through the flood of content on the internet, but these algorithms don't understand emotions.

21/11/2024

“These strategic appointments mark a pivotal moment in Bureau Béatrice’s evolution,” said Kevin Alderweireldt, CEO of Bureau Béatrice. “Anyce, Shon, and Philippe-Olivier bring exceptional expertise and diverse perspectives that align perfectly with our global vision.”

Read the full article with the link below.

Bureau Béatrice announces a significant expansion of its leadership team with strategic appointments in Dubai and Paris.

21/11/2024

LinkedIn's Jessica Machalani speaks to Campaign Middle East about challenges facing marketers around ad effectiveness, localised content strategies, trust and transparency, as well as untapped innovation.

"With 81 per cent of ads failing to drive recall, marketers need to find compelling ways to engage buyers," she says.

Read the compelling interview on the link below.

LinkedIn's Jessica Machalani speaks to Campaign Middle East about challenges facing marketers around ad effectiveness.

21/11/2024

For Emirati Women’s Day this year, Dyson launched a campaign titled ‘Firsts’ to celebrate women from the region who have been pioneers in their fields of work.

The campaign intends to pair Dyson’s advancements in hairstyling technology with the same drive and motivation that charge this selection of women to achieve greatness in their careers.

Read the full article with the link below.

Campaign Middle East goes behind the scenes of Dyson's 'Firsts' to learn about the insights and brand objectives that drove the campaign.

21/11/2024

Meet the Campaign Breakfast Briefing: Out of Home 2025 Panel 3 speaker Hicham Auajjar, Chief Product & Services Officer, MENA, GroupM.

Hicham oversees GroupM's outcome-based programmatic solutions, Nexus, as well as the centers of excellence for Paid Search, Paid Social, SEO, Programmatic and Commerce.

This panel will dive into the latest advancements in real-time audience targeting, personalisation, and campaign effectiveness.

Find out more: https://bit.ly/CBBOOO25-eventinfo

20/11/2024

Meet the moderator for the Campaign Breakfast Briefing: Out of Home 2025 Panel 3, Ghada El Kari, Chief Marketing Officer, W Group Holding.

Ghada is a dynamic and results-driven senior marketing leader with a proven track record in orchestrating transformative campaigns and achieving unparalleled success in marketing, brand development, communications, and retail for prestigious international luxury brands.

Join us for discussions on the future of DOOH and technology’s role in crafting impactful brand connections.

Find out more: https://bit.ly/CBBOOO25-eventinfo

20/11/2024

Meet Panel 5 for the Campaign Breakfast Briefing: Out of Home 2025 on The Region's OOH ... The Path to Future Growth.

The panel will address how to make OOH more accessible to a wider range of advertisers and encourage sustained industry growth.

Moderator: Maud Moawad, CEO and Co-founder, Seventh Decimal
Speakers: David Hawkins, Managing Director, billups
Eamon Sallam, Chief Operating Officer, Elevision
Stavroula Kalogeras, MBA Programme Director, Heriot-Watt University Dubai Campus
Mansour Wehbe, Client Director, Talon Outdoor.

Find out more: https://bit.ly/CBBOOO25-eventinfo

20/11/2024

Bassel Kakish, CEO of Publicis Groupe Middle East & Turkey said, “Through this collaboration with Dubai Business Women Council (DBWC), we’re working to democratise these insights and break down barriers for women entrepreneurs so they can elevate their brands and drive meaningful growth.”

Nadine (Halabi) de Francesca, Head of Business Development and Operations at Dubai Business Women Council (DBWC) said: “Such workshops will equip women-led MSMEs with the knowledge to make impactful, informed decisions for their brands, ultimately driving both personal and professional growth.”

Read the full article with the link below.

The partnership with Dubai Business Women Council aims to democratise marketing and communications expertise for women entrepreneurs running MSMEs.