LightBlue Archives - Campaign Middle East https://campaignme.com/tag/lightblue/ Sun, 15 Feb 2026 12:16:19 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://campaignme.com/wp-content/uploads/cropped-Campaign_512-32x32.png LightBlue Archives - Campaign Middle East https://campaignme.com/tag/lightblue/ 32 32 Beyond iftar: How Ramadan reveals what luxury brands get wrong https://campaignme.com/beyond-iftar-how-ramadan-reveals-what-luxury-brands-get-wrong/ Mon, 16 Feb 2026 05:30:56 +0000 https://campaignme.com/?p=116302 Every Ramadan, Dubai’s luxury sector goes into overdrive. Limited editions drop. Exclusive iftar experiences launch. Heritage brands partner with local artisans. Pop-ups appear in every high-end mall. The machinery of premium experiences shifts into seasonal mode, treating the Holy Month of Ramadan like any other calendar opportunity. But here’s what most miss: Ramadan isn’t a […]

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]]> Why Dubai’s brands need to rethink ROI when it comes to creativity https://campaignme.com/why-dubais-brands-need-to-rethink-roi-when-it-comes-to-creativity/ Fri, 06 Feb 2026 05:40:32 +0000 https://campaignme.com/?p=115715 As the Super Bowl approaches, brands around the world are preparing to spend millions on 30-second spots. The immediate question from stakeholders? “What’s the ROI?” But here’s what makes the Super Bowl fascinating: the brands that win aren’t the ones chasing immediate conversions. They’re the ones willing to make bold bets on creativity that resonate […]

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]]> Dubai-born LIGHTBLUE expands culture-led brand experience offering to the UK https://campaignme.com/dubai-born-lightblue-expands-culture-led-brand-experience-offering-to-the-uk/ Thu, 26 Jun 2025 09:00:48 +0000 https://campaignme.com/?p=104486 Dubai-born creative experience agency LIGHTBLUE has revealed the official opening of its London office, marking a major milestone in its global expansion. The UK office becomes LIGHTBLUE’s third office, following its successful launch in Riyadh. With the rise of brands from the Middle East looking to enter UK and European markets, the move signals a […]

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]]> Advertising in the Middle East: Bravery, buzz and bold ideas https://campaignme.com/advertising-in-the-middle-east-bravery-buzz-and-bold-ideas/ Mon, 16 Jun 2025 13:39:28 +0000 https://campaignme.com/?p=103863 There’s a different kind of energy in the Middle East. It’s not the type you find in trend reports or cultural decks. It’s faster, louder, and more committed to the power of a big idea. A big energy rooted in bravery and ambition; this mindset has made the region a creative proving ground for some […]

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]]> Proving our power: What does it mean to be a woman in advertising? https://campaignme.com/proving-our-power-what-does-it-mean-to-be-a-woman-in-advertising/ Mon, 19 May 2025 07:00:29 +0000 https://campaignme.com/?p=102546 I landed in the region in June 2024, moving from London to Dubai to take on a new challenge. Almost immediately, I found myself asking: what does it mean to be a woman in advertising here? The answers weren’t straightforward. What I’ve discovered is a place of remarkable ambition, full of opportunity and momentum that […]

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]]> LIGHTBLUE appoints Adel Noueihed as Managing Director https://campaignme.com/lightblue-appoints-adel-noueihed-as-managing-director/ Tue, 08 Apr 2025 05:20:48 +0000 https://campaignme.com/?p=99788 Creative experience agency LIGHTBLUE has appointed Adel Noueihed as Managing Director. In his new role, Noueihed will lead the agency’s operations across Dubai and Riyadh, working in close partnership with Co-Founder David Balfour and Partner Craig Borthwick. Together with the wider leadership team, he will focus on driving strategic growth, strengthening client relationships, and pushing […]

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]]> Lightblue welcomes new Creative Director and Design Director https://campaignme.com/lightblue-welcomes-new-creative-director-and-design-director/ Wed, 05 Feb 2025 10:30:05 +0000 https://campaignme.com/?p=95677 Creative experience agency Lightblue has strengthened its creative team with the appointment of Paul Dragoni as Creative Director and Jessica Charles as Design Director. With years of creative work across the world. Dragoni has held key roles at renowned agencies such as Jack Morton London and Imagination China. He joins Lightblue with a passion for […]

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]]> Lightblue promotes Simon Walsh to ECD https://campaignme.com/lightblue-promotes-simon-walsh-to-ecd/ Wed, 29 Jan 2025 11:42:58 +0000 https://campaignme.com/?p=95237 Lightblue has announced the promotion of Simon Walsh to the position of Executive Creative Director. Walsh, who has been with the agency for over five years, steps into this expanded role after serving as Creative Director, where he oversaw several high-profile experiential campaigns across the region. In his new role, Walsh will oversee the agency’s […]

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]]> How can brands break through the noise? https://campaignme.com/how-can-brands-break-through-the-noise/ Wed, 20 Mar 2024 07:00:00 +0000 https://campaignme.com/?p=79131 Crafting messages that truly resonate during Ramadan calls for a delicate balance, where global brands must navigate a space filled with cultural and spiritual significance.  Authentic engagement during this period means moving beyond commercial objectives to genuinely connecting with the community in a manner that respects the sanctity of the spiritual season. Brands that have […]

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]]> How experiential sits at the heart of regional luxury launches https://campaignme.com/how-experiential-sits-at-the-heart-of-regional-luxury-launches/ Thu, 23 Nov 2023 11:22:29 +0000 https://campaignme.com/?p=72839 In an era marked by uncertainty, where the aftershocks of a global pandemic still resonate, the luxury industry finds itself on the cusp of evolution. As winter unveils its challenges, one must ask: What, in such a landscape, does luxury truly signify? And how does one guarantee a triumphant regional luxury launch? Despite economic tremors, […]

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