Campaign Middle East’s latest issue is here—The Creative and Media Agency Guide. This edition explores some of the industry’s most pressing topics, with a special focus on Ramadan marketing and the evolving relationship between data and creativity.
Bringing back meaningful marketing to Ramadan
Often considered the Super Bowl of the region, Ramadan remains one of the biggest seasons for advertisers. But as brands compete for attention, are they staying true to the spirit of the Holy Month? This issue calls on brands to bring back the traditional values of Ramadan and focus on storytelling that builds genuine connections.
ADNOC’s Lara Mansour emphasises the importance of authenticity, stating that “the success of Ramadan will be measured by meaningful connections and the communities we build.” Other industry leaders, including Aramex’s Mike Rich, Sony’s Jobin Joejoe and Al-Futtaim Automotive’s Roxane Magbanua weigh in on the significance of brand storytelling during the Holy Month.
The issue also features perspectives from media and advertising experts at PHD MENA, GroupM MENA, LION, Ipsos and Warner Bros. Discovery, who discuss the changing landscape of Ramadan advertising and media planning.
From shifting consumer behaviours and timing to the growing impact of targeted advertising, the CMO Roundtable round up of Ramadan highlights how brands can navigate the changing dynamics of the Holy Month. Marketers shared their perspectives on how brands can balance performance-driven campaigns with meaningful Ramadan storytelling.
Alongside independent thought pieces, the issue presents a recap of Campaign Middle East’s latest Breakfast Briefing, where leading marketers discussed Ramadan advertising and the future of media and marketing in 2025.
Balancing data and creativity
As data continues to shape marketing strategies, the industry finds itself at a crossroads: has the relentless pursuit of data-led insights come at the cost of creativity? This issue’s Industry Forum explores the tension between data and creative storytelling, questioning whether the industry has lost some of its showmanship and emotional impact in favour of data-focused insights.
Experts from across the industry share their holistic perspectives in individual opinion pieces, including Mouana Sabeh from Estée Lauder Companies, who discusses the power of data in shaping Middle Eastern storytelling, and Tarek Miknas from FP7 McCann, who likens the relationship between data and creativity to a love story that, when done right, results in show-stopping campaigns. Additional voices from Kijamii, Interesting Times, LPS, Merkle and RAPP MENA weigh in on finding the right balance and using data to supplement creative storytelling.
The issue also delves into the role of AI in the creative industry, featuring insights from chief creative officers, client-side marketers, and adtech players. As AI-powered tools become more sophisticated, the conversation around caution, collaboration, and the limits of automation has become more relevant than ever. Industry leaders reflect on whether AI is truly empowering human ingenuity or if it risks diluting the creative essence of brand storytelling.
Brand focus and Saudi focus
The issue’s Brand Focus section explores Visa’s Tarek Abdalla’s take on changing consumer behaviours and the future of retail. Dubai Parks and Resorts’ Ravneet Arora shares insights on how hospitality brands are leveraging experiential marketing to engage modern audiences.
In the Saudi Focus section, the discussion around AI and advertising continues. Bold Group’s Saud Saadoun examines whether AI is automating creativity or enhancing it, while Assembly’s Mohammad Hajsaleh breaks down the missteps of global brands in Saudi Arabia and how Vision 2030 is reshaping the landscape for marketers.
The issue also includes Campaign Middle East’s annual Creative and Media Agency Guide, profiling the region’s top agencies, their specialities, and key clients. With insights from agency leaders, the guide provides a comprehensive look at the challenges and opportunities that lie ahead in the ever-evolving creative and media landscape. Accompanying the guide is the latest version of the Agency Powerhouses 2025 map that details all the major group networks, adtech companies, independent agencies and networks.
Read the full issue below or with the link here.
