Anup Oommen https://campaignme.com/author/anup-oommen/ Tue, 09 Jun 2026 11:42:18 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://campaignme.com/wp-content/uploads/cropped-Campaign_512-32x32.png Anup Oommen https://campaignme.com/author/anup-oommen/ 32 32 How Huda Beauty rewrote the rules of a beauty launch, generating highest-ever EMV https://campaignme.com/how-huda-beauty-rewrote-the-rules-of-a-beauty-launch-to-generate-its-highest-ever-emv/ Tue, 09 Jun 2026 10:55:36 +0000 https://campaignme.com/?p=123079 The brief could have been easy. New product. Influential guests. Beautiful room. Press coverage. Move on. That is how most beauty launches are built. And exactly why most disappear a week later. From day one, BUREAU BÉATRICE refused to treat this like another launch. Because relevance is no longer created by visibility alone. It is […]

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]]> Umniah by Beyon’s ‘Darb El Asateer’ revives voice of a Jordanian legend ahead of FIFA World Cup https://campaignme.com/umniahs-darb-al-asateer-revives-voice-of-a-jordanian-legend-ahead-of-fifa-world-cup/ Tue, 09 Jun 2026 10:50:36 +0000 https://campaignme.com/?p=123073 As Jordan prepares to enter the FIFA World Cup for the first time in the country’s history, Jordanian telecom brand Umniah by Beyon has launched ‘Darb El Asateer‘ – The Journey of Legends – a large-scale musical production bringing together legendary and emerging Jordanian voices in what the brand describes as a tribute to the country’s […]

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]]> From the Editor’s Desk: Why luxury must choose sense over spectacle https://campaignme.com/from-the-editors-desk-why-luxury-marketing-must-choose-sense-over-spectacle/ Tue, 09 Jun 2026 10:45:33 +0000 https://campaignme.com/?p=123071 Luxury marketing in the Middle East has no more room for translated tales that have travelled in. This is no longer a market for loud launches or polished and performative campaigns. The diverse consumers in this region would rather not tolerate adapted localisation or cultural appropriation as a seasonal marketing tactic. Curated calendars and costly […]

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]]> Is traffic really the problem? https://campaignme.com/is-traffic-really-the-problem/ Tue, 09 Jun 2026 09:16:05 +0000 https://campaignme.com/?p=123109 It is 11pm. A user is in prime purchasing mode, staring at a loading page. They wait. One second. Two. Exit. They try again. This time, they reach the payment screen, but something feels off. It doesn’t look like the website they’ve been on. Not completely wrong, just different enough to make them stop and […]

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]]> Luxury marketing: Earn your place beyond borrowed belonging https://campaignme.com/luxury-marketing-earn-your-place-beyond-borrowed-belonging/ Tue, 09 Jun 2026 09:01:06 +0000 https://campaignme.com/?p=123088 For several years, luxury brands have viewed the Middle East as a high-margin, standardised sales market. Ideas were developed from global insights rather than regional ones. Campaigns were launched elsewhere and then travelled in. People in the region were expected to receive and react to a translated version of someone else’s aspiration. That old model […]

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]]> The luxury of silence https://campaignme.com/the-luxury-of-silence/ Tue, 09 Jun 2026 05:20:09 +0000 https://campaignme.com/?p=123068 There was a time when luxury in the Middle East was measured by decibels, size and scale. Bigger malls. Bigger launches. Bigger logos. Bigger media spends. For years, the regional playbook was simple: visibility was value. But as we navigate 2026, that equation is beginning to break down. Between geopolitical headwinds and a more discerning, […]

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]]> Why the industry needs end-to-end CX alignment before innovation https://campaignme.com/why-the-industry-needs-end-to-end-cx-alignment-before-innovation/ Tue, 09 Jun 2026 05:00:29 +0000 https://campaignme.com/?p=123062 We’re currently living through one of the most profound periods in marketing history. AI and data are rewriting the rules of the traditional ‘marketing funnel’ and discoverability. Consumers expect brands to know them and understand the information they seek before they’ve even clicked ‘buy’. And here in MENA, we’re not just keeping pace with global […]

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]]> Charting a course: trust is the new destination https://campaignme.com/charting-a-course-trust-is-the-new-destination/ Tue, 09 Jun 2026 04:40:02 +0000 https://campaignme.com/?p=123065 The Chinese concept of weiji suggests that danger and opportunity often arrive together. Rarely announced, rarely convenient, yet often transformative. That tension now defines the Middle East’s luxury travel and hospitality sector. For years, the region positioned itself as one of the world’s most ambitious luxury tourism destinations, built on scale, experience and confidence. By […]

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]]> UGC is not a tactic; it’s the engine powering modern paid media https://campaignme.com/ugc-is-not-a-tactic-its-the-engine-powering-modern-paid-media/ Tue, 09 Jun 2026 04:20:21 +0000 https://campaignme.com/?p=123058 There’s a conversation happening in every media and marketing team right now. Cost per thousand impressions (CPMs) are rising. And yet performance is flatlining, or worse, declining. The instinct is to pour more budget into distribution. But the problem isn’t reach. It’s creative. Having spent more than a decade working with the world’s leading brands […]

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]]> Creative leadership in the age of AI https://campaignme.com/creative-leadership-in-the-age-of-ai/ Tue, 09 Jun 2026 04:00:01 +0000 https://campaignme.com/?p=123055 Artificial intelligence (AI) is no longer a future conversation for the creative industry. It has already arrived in the brief, the mood board, the first draft of copy, the storyboard, the deck, and, quite often, in the client’s first question: “Can we do this faster?” In Saudi Arabia, this conversation feels more urgent. The Kingdom […]

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