Hiba Faisal, Author at Campaign Middle East https://campaignme.com/author/hiba-faisal/ Fri, 05 Jun 2026 14:26:57 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://campaignme.com/wp-content/uploads/cropped-Campaign_512-32x32.png Hiba Faisal, Author at Campaign Middle East https://campaignme.com/author/hiba-faisal/ 32 32 What actually makes a great world cup ad? https://campaignme.com/what-actually-makes-a-great-world-cup-ad/ Fri, 05 Jun 2026 14:26:57 +0000 https://campaignme.com/?p=122989 We sat down with our colleagues, from different backgrounds and with different relationships with football to review the biggest World Cup campaigns. What started as a creative review turned into something more interesting: a genuine argument about what a World Cup ad even means. The question nobody asks out loud Every four years, the marketing […]

The post What actually makes a great world cup ad? appeared first on Campaign Middle East.

]]> AI didn’t kill creativity in the gulf https://campaignme.com/ai-didnt-kill-creativity-in-the-gulf/ Fri, 05 Jun 2026 14:05:40 +0000 https://campaignme.com/?p=122986 For the past two years, the industry has been obsessed with the wrong question: “Will AI replace creativity?” The real question is far more uncomfortable: what happens when average work becomes almost free to produce? Because that is exactly what AI is and will increasingly do. By April 2025, an analysis of 900,000 newly published […]

The post AI didn’t kill creativity in the gulf appeared first on Campaign Middle East.

]]> Emotional performance in the new age of luxury https://campaignme.com/emotional-performance-in-the-new-age-of-luxury/ Thu, 04 Jun 2026 12:49:16 +0000 https://campaignme.com/?p=122950 The Middle East has been recognised as one of the world’s most important markets for luxury and high-performance automobiles. Cities such as Dubai and Abu Dhabi have become globally associated with automotive excellence, and attracting collectors, enthusiasts and entrepreneurs from around the world. Yet, today, the region’s relationship with luxury super cars goes beyond status […]

The post Emotional performance in the new age of luxury appeared first on Campaign Middle East.

]]> Performance versus brand: finding the right balance https://campaignme.com/performance-versus-brand-finding-the-right-balance/ Thu, 04 Jun 2026 12:37:01 +0000 https://campaignme.com/?p=122942 The performance versus brand debate is often viewed as a budgeting question – 60:40 or 70:30? We assume that if we could agree on the ideal media investment split between brand and performance for our business, the problem would be solved. Having worked in the Middle East region for almost two decades, especially in categories […]

The post Performance versus brand: finding the right balance appeared first on Campaign Middle East.

]]> Evolving luxury: where creation meets connection https://campaignme.com/evolving-luxury-where-creation-meets-connection/ Wed, 03 Jun 2026 13:14:03 +0000 https://campaignme.com/?p=122877 When a fashion house and its agency share the same belief, that luxury is felt before it is seen, the work that follows is less like a campaign and more like a conversation. That is the foundation of the partnership between SAIID KOBEISY and Fusion5, and it shapes how we both think about where luxury […]

The post Evolving luxury: where creation meets connection appeared first on Campaign Middle East.

]]> Female leadership and the power of emotional intelligence in times of crisis https://campaignme.com/female-leadership-and-the-power-of-emotional-intelligence-in-times-of-crisis/ Wed, 03 Jun 2026 12:38:41 +0000 https://campaignme.com/?p=122863 There is a particular kind of leadership that doesn’t announce itself. It shows up in the 8pm WhatsApp message to a colleague who seems off. In the meeting where the agenda gets quietly set aside because something more human needs to be addressed. In the decision to keep a team informed when the easier path […]

The post Female leadership and the power of emotional intelligence in times of crisis appeared first on Campaign Middle East.

]]> Brazen MENA announces four new client wins https://campaignme.com/brazen-mena-announces-four-new-client-wins/ Wed, 03 Jun 2026 11:50:22 +0000 https://campaignme.com/?p=122848 Brazen MENA, the communications consultancy with offices in Dubai and Riyadh, has announced four new client wins across fashion, lifestyle, retail and hospitality, spanning both B2C and B2B. The appointments signal continued growth momentum for the agency, with additional mandates currently underway. The agency is now leading communications for OnTheList, the members-only luxury flash sales […]

The post Brazen MENA announces four new client wins appeared first on Campaign Middle East.

]]> The weekend mindset: exploring the stories behind the headlines https://campaignme.com/the-weekend-mindset-exploring-the-stories-behind-the-headlines/ Wed, 03 Jun 2026 08:54:25 +0000 https://campaignme.com/?p=122842 Luxury has always been defined by rarity – of craft, of access, of experience. Today, however, one of the rarest commodities is time. In an always-on world, the ability to pause and engage more deeply is increasingly valuable. This shift underpins Bloomberg Weekend, our global editorial proposition designed for a more thoughtful moment in our […]

The post The weekend mindset: exploring the stories behind the headlines appeared first on Campaign Middle East.

]]> Bonus appoints Nikhil Nayyar to lead its expansion in MENA https://campaignme.com/bonus-appoints-nikhil-nayyar-to-lead-its-expansion-in-mena/ Tue, 02 Jun 2026 13:25:49 +0000 https://campaignme.com/?p=122788 Bonus, the international promotional marketing and loyalty specialist with over 25 years of experience is expanding to the Middle East and India. The company recently opened its regional office in Dubai, United Arab Emirates, located at the IFZA Business Park and appoints Nikhil Nayyar as Regional Director for Middle East & India to lead the […]

The post Bonus appoints Nikhil Nayyar to lead its expansion in MENA appeared first on Campaign Middle East.

]]> Lemma and Continuum Media expand partnership to bring AI-powered OOH solutions https://campaignme.com/lemma-and-continuum-media-expand-partnership-to-bring-ai-powered-ooh-solutions/ Tue, 02 Jun 2026 08:09:49 +0000 https://campaignme.com/?p=122775 Lemma, a AI-powered full-funnel attribution platform for emerging channels, and Continuum Media, a premier media representation firm in the Middle East announced a significant expansion of their partnership. Building on their successful collaboration in Programmatic Digital Out-of-Home (pDOOH), Continuum Media will now represent Lemma’s newly launched Full-Funnel Performance-Driven OOH Solution across the Middle East region. […]

The post Lemma and Continuum Media expand partnership to bring AI-powered OOH solutions appeared first on Campaign Middle East.

]]>