Campaign Middle East

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Campaign Middle East

Campaign ME is the Middle East's leading business media brand serving the marketing, advertising and media communities.

The leading source of media, marketing, advertising and communications news and analysis for Middle East & North Africa.

16/01/2025

“To bring this concept to life, we envisioned three highly relatable scenarios for Saudi audiences: a stadium, a restaurant, and a hotel,” said Sameer Rana, Chief Marketing Officer, Beyond ONE. “Each scenario is brought to life in a series of hyper-localised, witty hero videos that proudly showcase a Saudi perspective.”

Read about the campaign with the link below.

The latest work from Virgin Mobile KSA is as refreshing as it is practical, targeting an all-too-familiar frustration: overpaying for services you don’t fully use.

16/01/2025

A report offering an in-depth analysis of the impact of AI on the luxury retail industry has been released by consulting and solutions firm CXG .

Drawing on insights from global favourites such as Zara, Levi’s, and H&M, the report delves into the evolving intersection of technology, customer behaviour and retail strategies. It reveals how AI algorithms are being used to analyse massive datasets – including social media, sales data, and online search trends – to predict consumer preferences and forecast customer demand.

Find out more on the link below.

A report offering an in-depth analysis of the impact of AI on luxury retail has been released by consulting and solutions firm, CXG.

16/01/2025

Reviewed by a panel of judges, here are the best Events, Experiential and Engagement agencies in the Middle East for 2024.

#2024 54 BUREAU BÉATRICE Jack Morton Worldwide Imagination Identity

Here's the list of the best events, experiential and engagement agencies in the region for 2024, as judged by the Agency of the Year jury.

16/01/2025

By turning billboards into platforms for action, easypaisa and IMPACT BBDO have highlighted the importance of insurance — not just as a product, but its very essence: safeguarding lives and livelihoods, starting with billboard labourers involved in the campaign.

The company offering insurance advertised "insurance for everyone" on billboards and, in the process, offered safety gear and health insurance to workers who put those billboards up, setting precedent for workers' safety.

Watch the video here and find out more about the campaign's impact on the link below.

By turning billboards into platforms for action, easypaisa and Impact BBDO have highlighted a product and its essence: safeguarding lives.

16/01/2025

“Dubai’s experience economy is witnessing unprecedented growth, as highlighted by the latest statistics from the World Travel & Tourism Council,” said Abdulla Binhabtoor, Chief Executive Officer of Shamal Holding.

Read the full article with the link below.

75 per cent of residents are more willing than ever to seek, spend on, and prioritise experiences reveals Shamal white paper.

16/01/2025

Billups's key appointments include Ranganathan Somanathan as Chief Global Growth Officer, a newly created role, alongside Jaime Ruby Byrdak as CEO for North America, David Williams as Global Head of Commercial & Investment, Tony Stoering as Global Head of Client Development, and Benjamin Milne as CEO for APAC.

The leadership updates come as Billups continues to scale its global operations through acquisitions, strategic planning, and innovation.

16/01/2025

HSBC UAE has launched its Scam Encounters awareness campaign, revealing the deceptive tactics used by scammers to exploit unsuspecting individuals.

The campaign was conceptualised and executed by Rain Creative. The film was directed by Bugsy Steel through TheCompanyFilms Dubai, while PHD managed the media rollout across all channels.

Watch the campaign and catch details on its rollout on the link below.

The Scam Encounters campaign was conceptualised and executed by Rain Creative, and directed by Bugsy Steel through The Company Films Dubai.

15/01/2025

The Middle East in particular was identified as a high-growth market in AppsFlyer’s latest report.

Paul Wright, AppsFlyer’s General Manager for Western Europe and MENAT, attributed this to fierce competition and market maturation. “The especially significant increase in UA spending in these categories indicates stiff competition and the potential for many players to continue growing their market share by appreciable levels,” he said.

Read the full article with the link below.

The UAE and KSA, GenAI app marketers sought to capitalise on the market buzz and increased their UA ad spend by 94 per cent YoY, reveals AppsFlyer report.

15/01/2025

“This initiative aligns with our strategic vision to modernise KFC’s menu and strengthen connections with Gen Z and millennial audiences across the Middle East,” said Ahmed Arafa, Chief Marketing Officer, Yum! Brands - KFC MENAPAKT & CIS.

“Our primary KPI is trial and adoption,” said Frederico Roberto, Executive Creative Director, TBWA \ RAAD “We want customers to actively request KFC Nuggets and make them a regular part of their orders, just as they do with Zingers, Twisters, and our classic fried chicken,” he said.

Read the full article with the link below.

Crafted to resonate with the region's younger audiences, KFC Arabia and TBWARAAD have launched a new campaign to promote the restaurant's newest menu item.

15/01/2025

“Sama is not just a digital human; she’s a reflection of how we see the future of travel—personal, engaging, and deeply connected to the experiences that matter,” said, Qatar Airways Vice President – Marketing and Corporate Communications, Babar Rahman.

The Qatar Airways AI influencer offers a mix of travel content, cultural highlights, and behind-the-scenes insights.

15/01/2025

The Creators HQ was officially launched during the third edition of the 1 Billion Followers Summit 2025. Uniting content creators and industry leaders worldwide, the initiative seeks to establish the UAE as a global hub for digital media by aiming to attract around 10,000 influencers to the region.

His Excellency Mohammad Al Gergawi, Minister of Cabinet Affairs, said, "Launching a Creators HQ in the UAE is a major step that supports the nation’s objective of maximising the positive impact of content and its role in community development."

The Creators HQ was officially launched with 100 members during the third edition of the 1 Billion Followers Summit 2025.

15/01/2025

APPOINTMENT ALERT: Omnicom Media Group (MENA) has appointed Christian Fedorczuk as the CEO of PHD MENA.

Also, Karen Doumet will take up the Regional Managing Director role for the whole of MENA across all disciplines, while Daniel Shepherd will transition into the role of Chief Strategy Officer at Omnicom Media Group, reporting into the Group CEO.

Commenting on Fedorczuk's appointment, Elda Choucair, CEO of Omnicom Media Group MENA, said, “Christian is such a multi-faceted individual, structured and innovative in equal measures, well-travelled and a people person. He will fit perfectly at PHD, where effectiveness and creativity live in perfect harmony. I have been looking for the opportunity to bring him back and I am delighted to have now found it.”

With a career across four continents, Christian Fedorczuk has leadership experience across media, tech and creative production.

15/01/2025

“2025 will belong to brands that embrace technology while staying authentic and human,” said Agam Chaudhary, Co-Founder of Two99.

“Our expansion into Dubai is more than just a business decision for us. It’s a reflection of our belief in the Middle East’s potential as a hub of innovation and enterprise,” he said.

Read the full article with the link below.

Headquartered in India and now in Dubai, Two99 aims to provide businesses with strategies and tools to adapt and succeed in today's digital world.

15/01/2025

APPOINTMENT ALERT: Publicis Groupe Middle East has appointed Dyala Badran as Chief Content Officer for the MENA region.

Bassel Kakish, CEO of Publicis Groupe Middle East & Turkey, said “Dyala’s appointment comes at a pivotal time as content increasingly sits at the heart of our clients’ success. With her proven expertise and a vision that aligns seamlessly with our ambitions, Dyala will help shape the future of our content proposition, delivering impactful solutions that meet and exceed the needs of the modern consumer.”

Read about Dyala's recent roles and her path to the C-suite appointment here.

Dyala Badran will lead the Groupe’s content practice, overseeing strategy, innovation, and scaled delivery across platforms.

15/01/2025

IWBD Advisory Board Chairwoman and GVGL Marketing Management CEO Ebru Tuygun discusses rethinking DEI programmes to move beyond symbolic "nice-to-have" gestures to "must have" real, impactful change.

"When DEI is approached as a checkbox exercise, it risks becoming a toxic center of inefficiency, driving companies to abandon efforts altogether. This trend not only discourages employees but also sends a damaging message to the world: these companies are unable — or unwilling — to integrate equity into their core strategies," Tuygun said.

Read the full article on the link below.

IWBD Advisory Board Chairwoman Ebru Tuygun on rethinking DE&I programmes to move beyond symbolic "nice-to-have" gestures.

15/01/2025

Digital Ad Fraud is fast becoming the second-largest source of criminal income globally in 2025, draining ad spend ... Read the types of ad fraud, the scale of the problem, its impact on industries and more below.

Digital ad fraud such as ad stacking, domain spoofing, impression fraud, sophisticated bots and geo-masking techniques, need to be addressed on priority.

Click on the link for detailed insights and additional comments from:
✅ Jad Hindy, SVP Marketing at Expo City Dubai ,
✅ Fahad Rai, Digital Marketing and Management Professional at DAMAC Properties,
✅ Hussain Fakhruddin, Chief Technology Officer at InsuranceMarket.ae,
✅ Omar Zahriyeh, Director of Growth at Publicis Media,
✅ Stewart Morrison, Managing Director at FirmDecisions,
✅ Tamer Alphonse, Founder and CEO of Digital Rocket IO, and
✅ Chady Azar, Senior Digital Media Manager at C2comms

Digital ad fraud such as ad stacking, domain spoofing, impression fraud, sophisticated bots and geo-masking techniques, need to be addressed on priority.

14/01/2025

Leo combines the legacy of Leo Burnett, known for its human-centric, as opposed to AI-led creativity (Humankind), with Publicis Worldwide’s experience in business transformation under its "Power of One" philosophy.

The new network features a redesigned logo that represents the union – merging the famous Leo Burnett name with the Publicis Groupe's lion emblem.

Publicis Groupe Middle East Leo Burnett MEA Publicis Groupe

The network includes 15,000 people across 90 countries.

14/01/2025

The Walt Disney Company's Disney+ MENA serves up global stories with local twists in its latest marketing campaign for Saudi Arabia.

According to the streaming platform, the campaign’s objective is to ‘reimagine Disney+ favourites in moments that feel like home.’ The campaign is led by three 15-second hero videos that weave Saudi culture into iconic stories from across The Walt Disney Company.

Read more and watch the work with the link below.

Disney+ MENA serves up global stories with local twists in its latest marketing campaign for Saudi Arabia.

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Videos

On the latest episode of Campaign Middle East’s On The Record video podcast, ‘Mr Goodvertising’ Thomas Kolster, Council Member on the International Advertising Association (IAA)’s Sustainability Council discusses ‘purpose’ in marketing. Click on the link in bio to watch the full podcast. The globally renowned marketer and author of The Hero Trap calls for brands to be consistent on purpose and create meaningful transformation in the lives of consumers on the latest Campaign Middle East podcast. #Purpose #VirtueSignalling #Consumers #Transformation #advertising

A word from our winners SOCIALEYEZ who won Social Media Agency of the Year #aotyme2024 #middleeast

Comedy legend John Cleese live on stage! Don’t miss a night of sharp wit and endless laughs-grab your tickets now! Link in bio: https://bit.ly/JC-book

A word from our winners Tactical who won Independent Agency of the Year Award. #aotyme2024 #middleeast

A word from our winners Impact BBDO Cairo who won Best Agency of the Year - Egypt

Al-Futtaim Automotive’s Director of Customer Centricity, Katib Belkhodja speaks to Campaign Middle East about how marketers can use AI advancements to positively impact brand and business outcomes in 2025. To watch the full podcast, click on the link in bio. #marketingpodcasts #AI #regionalperspective

One of Campaign Middle East’s most anticipated issues is out now – The Annual 2024. The issue takes a look back at the key developments that took place in the advertising and marketing industry over the past year. It also includes the coverage of Campaign Agency of the Year Middle East awards. Read the latest issue now with the link in bio. #latestissue #2024 #yearinreview

A word from our winner, Publicis Groupe Middle East’s Jennifer Fischer who won Outstanding Woman in Advertising or Media of the Year. #AOTTME2024 #Awards #middleeast

A word for our winner, Action Global Communications - UAE who won Best Agency of the Year - UAE #AOTTME2024 #Awards #middleeast

A word for our winner, Kenshō Mindful Communications who won Best Agency of the Year - Oman #AOTTME2024 #Awards #middleeast

A word for our winner, Middle East Communications Network (MCN) who won Best Place to Work. #AOTTME2024 #Awards #middleeast

Campaign Middle East

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