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Anup Oommen
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Ethical marketing: A ‘hook’ or a ‘good look’?

Anup Oommen
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Campaign Middle East speaks to several agency leaders who share open and honest opinions on the state of ethical marketing, sustainability initiatives, and ‘do-good’ CSR activities by brands and advertisers.

We’ve entered an era of increasingly aware consumers. Customers know when they’re trading in their personal data for expectations of convenience, better experiences, and personalised touchpoints with brands. They have made their demands clear: to offer brand loyalty in return for services that mirror their eco conscious conscience, or to commit to being repeat customers, create user-generated content, develop positive feedback loops, and become ambassadors for brands that are ethical, honest, inclusive and not intrusive.

Asmaa Quorrich, CEO, Founder, Think/Big Consulting
Speaking in an exclusive conversation with


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the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.
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