Ishwari Khatu, Author at Campaign Middle East https://campaignme.com/author/ishwari-khatu/ Thu, 11 Jun 2026 15:57:19 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://campaignme.com/wp-content/uploads/cropped-Campaign_512-32x32.png Ishwari Khatu, Author at Campaign Middle East https://campaignme.com/author/ishwari-khatu/ 32 32 MCP: Your best media strategist that doesn’t sleep and doesn’t burn out https://campaignme.com/mcp-your-best-media-strategist-that-doesnt-sleep-and-doesnt-burn-out/ Thu, 11 Jun 2026 11:13:55 +0000 https://campaignme.com/?p=123251 Model Context Protocol (MCP) hasn’t made it into many boardroom conversations yet. That’s exactly the problem. While most marketing leaders are still debating whether to add AI to their workflow, a quieter shift is already underway. AI agents are beginning to talk to each other — reading live campaign data, querying audience platforms, logging decisions […]

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]]> TBWA\RAAD’s BETA event explores AI, commerce and the future of marketing https://campaignme.com/tbwaraads-beta-event-explores-ai-commerce-and-the-future-of-marketing/ Thu, 11 Jun 2026 09:00:45 +0000 https://campaignme.com/?p=123282 TBWA\RAAD hosted the inaugural edition of BETA, an innovation event series designed to cut through the AI noise and equip brand leaders with the frameworks, tools, and thinking they need to compete in a rapidly shifting marketing landscape. The half-day gathering brought together CMOs, CEOs, and senior marketers from across the region alongside speakers from […]

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]]> Regional agencies win a Grand Clio and 11 awards at Clio Health 2026 https://campaignme.com/regional-agencies-win-a-grand-clio-and-11-awards-at-clio-health-2026/ Thu, 11 Jun 2026 06:00:54 +0000 https://campaignme.com/?p=122918 Clio Health, a specialised off-shoot of the Clios, have announced the winners for the 2026 awards edition. The awards highlight marketing, advertising, and communications that promote physical, mental and social well-being. Agencies from region showed great performance at the awards, with work made for Saudi Arabia, UAE and Pakistan picking up 12 metals at the […]

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]]> The creator economy is maturing https://campaignme.com/the-creator-economy-is-maturing/ Wed, 10 Jun 2026 06:00:12 +0000 https://campaignme.com/?p=123200 The creator post goes live. The numbers are fine. The brand is present, the caption cleared legal and the deliverables are done. Yet, it doesn’t quite feel right. Not bad enough to flag, but not good enough to stick either. It’s just seen, then forgotten. Most people working in this industry recognise that feeling, though […]

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]]> The screen you cannot switch off https://campaignme.com/the-screen-you-cannot-switch-off/ Tue, 09 Jun 2026 07:01:25 +0000 https://campaignme.com/?p=123131 Every year, someone declares linear television dead. The obituary turns out to be premature. Yes, viewing habits are shifting. Sure, streaming subscriptions in MENA are surging. But the data, when read carefully, tells a more nuanced story – one with profound implications for how GCC media planners should be structuring their video strategies in 2026. […]

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]]> The Spin: lost in translation, measurement and AI https://campaignme.com/the-spin-lost-in-translation-measurement-and-ai/ Mon, 08 Jun 2026 14:18:07 +0000 https://campaignme.com/?p=123050 The Spin has seen its fair share of marketing missteps, translation and measurement gone wrong and headlines that make you do a double take. Here are some eyebrow-raising examples that the Spin discovered including some very misleading ads, dates and headlines from the month gone by. 1. This billboard on Dubai roads appears to have […]

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]]> Ruder Finn Atteline adds two new practices to its offerings https://campaignme.com/ruder-finn-atteline-adds-two-new-practices-to-its-offerings/ Mon, 08 Jun 2026 13:35:47 +0000 https://campaignme.com/?p=123023 Ruder Finn Atteline, a global integrated marketing and communications consultancy and the MENA arm of the Ruder Finn group, announced the launch of two new offerings for the region: A Culture & Education practice and a RF Publicity specialist service. Both offerings have been designed with aim to adapting to ongoing market shifts including the […]

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]]> WPP and Publicis go head-to-head in Coca-Cola media, data and tech review https://campaignme.com/wpp-and-publicis-go-head-to-head-in-coca-cola-media-data-and-tech-review/ Thu, 04 Jun 2026 08:36:17 +0000 https://campaignme.com/?p=122927 The Coca-Cola Company is set to run a global review of its media, data science and technology capabilities, in a showdown between Publicis Groupe and WPP. The soft drinks giant confirmed the review to Campaign UK, which will begin in July, with decisions expected in autumn. The review is being handled in partnership with Mediasense. […]

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]]> Permission to enter: earning cultural trust in luxury https://campaignme.com/permission-to-enter-earning-cultural-trust-in-luxury/ Thu, 04 Jun 2026 06:15:03 +0000 https://campaignme.com/?p=122892 There is a film that was released last year that deserves more strategic attention than it received. Shot at the Sporting Club in Beirut, a raw, sea-facing institution that has anchored Lebanese summers for generations, it features two men playing backgammon in Gucci. No set dressing. No aspirational gloss. At one point, the script acknowledges, […]

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]]> If social media didn’t exist, would your brand still connect? https://campaignme.com/if-social-media-didnt-exist-would-your-brand-still-connect-and-build-customer-experience/ Thu, 04 Jun 2026 05:56:33 +0000 https://campaignme.com/?p=122885 Customer experience today sits somewhere between relevance, connection, community, visibility and memory. From a customer’s perspective, people are constantly asking themselves: What’s new here? What makes this memorable? Do I feel part of something bigger? Would this experience stay with me beyond the moment itself? From a brand’s perspective, the challenge is completely different. How […]

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