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Influencing Iran: why content is the only way to reach the Islamic Republic's social media users

Influencing Iran: why content is the only way to reach the Islamic Republic’s social media users

By Alex Malouf, vice chair, EMENA, for the International Association of Business Communicators Let me ask you a question: what do you know of Iran? The country has a population of almost 80 million, 68 per cent of whom are online. Sixty per cent of Iranians are under the age of 30, and 73 per […]

Make the most out of your mobile branding budget

Make the most out of your mobile branding budget

InSkin Media’s Toby Daniell outlines in six steps how to optimise mobile branding campaigns The total MENA ad market in 2015 was worth an estimated $5.5 billion in net advertising revenues, reported the NU-Q Ad Revenues Estimate. Of this, digital represents 10 per cent of ad spend, compared with 30–35 per cent spend on print, […]

ARN launches two digital-only Arabic stations

ARN launches two digital-only Arabic stations

Dubai-based Arabian Radio Network has launched two new digital-only radio stations. Al Khaleejiya Classic will play tracks from GCC musicians of the 1980s and 1990s. And Al Arabiya Cassette will also have nostalgic Arabic programming, broadcasting Arabic hits from the 1960s to the 1990s. The two new stations are brand extensions of existing ARN properties Al […]

Using geolocation to enhance mobile marketing

Using geolocation to enhance mobile marketing

Geolocation can help us target consumers based on where they go physically, combined with where they go online, says Puja Pannum What’s the best way for a brand to get to know its customers? Facebook profiles may reveal a thing or two. Knowing their age, gender and profession will also help. But in order to […]

The power of Pokémon

The power of Pokémon

The world’s consumers are chasing imaginary monsters with their mobile phones and marketers have yet to work out how to leverage the latest craze, writes Ema Linklater Be honest. How many of you have thought about spending your weekend searching for Pokémon over the last month? Loathe it or love it, the Pokémon Go app, […]

Huawei appoints DDB Dubai for consumer business

Huawei appoints DDB Dubai for consumer business

Mandate covers the UAE, KSA, Iran, Pakistan, Kuwait, Qatar, Oman, Bahrain and Iraq. Huawei, which offers telecom network equipment, IT products, and smart devices in 170 countries, has appointed DDB Dubai to handle its creative duties. The mandate covers the UAE, KSA, Iran, Pakistan, Kuwait, Qatar, Oman, Bahrain and Iraq. Sandeep Saihgal, vice president, Middle East, Huawei, […]

‘We are not buying the space; we are buying the audience’

‘We are not buying the space; we are buying the audience’

Taking Campaign Middle East through a good year in office, MEC MENA’s Yves-Michel Gabay says smart procurement can be a good thing. When Yves-Michel Gabay wanted to move to an international assignment from his base at MEC in France (then Mediaedge: CIA) over nine years ago, he told his then boss. But he hadn’t guessed […]

‘Conversations have changed in the last three years’

‘Conversations have changed in the last three years’

The region’s grasp of targeting, adoption of promoted content and mobile penetration have convinced the ‘professionals network’ to look at expanding its direct presence in the region, says Jake Thomas, head of LinkedIn marketing solutions MENA. How has LinkedIn evolved as a platform in this market vis a vis the rest of the world? We […]

Digital Essays 2014: Is mobile the new digital?

Digital Essays 2014: Is mobile the new digital?

Hassan Khatoun (left) and Florian Gmeinwieser contend that mobile has rendered all other digital formats mainstream. Honey, we shrunk the world wide web, or did we? If the current race among marketers to win the new digital mobile consumer is at all an indication, we’ve reached a new era – where the new face of […]

Social specialist Holler launched to bolster Leo Burnett and Publicis’ integrated offering

Social specialist Holler launched to bolster Leo Burnett and Publicis’ integrated offering

(From left: Yousef Tuqan, Ema Linaker, Raja Trad) Ema Linaker appointed regional director; unit will support agencies’ offices across MENA from Dubai. Leo Burnett and Publicis group of companies have announced the launch of social and mobile agency Holler in Dubai. London-headquartered Holler was founded in 2001, and acquired by Leo Burnett in 2011. Raja […]