The latest issue of Campaign Middle East is on stands and online, featuring one of the most anticipated annual lists – Faces to Watch 2025. This special edition spotlights rising talent aged 30 and under across digital, media, creative, and PR agencies, with nominees put forward by their senior leadership.
In partnership with Heriot-Watt University Dubai, this year’s issue also revealed the winners of the Faces to Watch scholarship programme, with four recipients awarded a 30 per cent scholarship and one securing a full 100 per cent scholarship.
Gaming takes centre stage
As the next generation of industry leaders steps up, so too does a new wave of audience engagement – gaming. The platform is rapidly gaining traction among younger audiences, prompting advertisers and marketers to integrate gaming into their strategies.
This issue’s Gaming, Social Media, and Influencer Guide dives into the evolving role of gaming in marketing, with leading client-side marketers and agency executives sharing insights. The cover feature brings together Yum’s Ahmed Arafa, Heinz’s Passant El-Ghanem, Nissan’s Chris Probert, and Mastercard’s Ahmed Abdelkarim Hussein, alongside agency leaders such as Publicis Groupe’s Vikrant Shetty, Dentsu’s Brent Koning, and GroupM’s Mario Soufia. Together, they discuss adoption, audience segmentation, consumer insights, and return on investment in gaming-led campaigns.
The Industry Forum section explores whether gaming is on track to become as critical as social media within marketing and media strategies. While most experts lean one way, a few outliers challenge the consensus.
Jack Morton’s Dan Lord, Division’s Dan Moore, and MENATech Entertainment’s Mario Perez weigh in on gaming’s unique ability to foster deep consumer connections – something traditional media struggles to replicate. Meanwhile, Vice Media’s Saad Al Abbassi takes a contrarian stance, using data to highlight the industry’s stagnation and arguing that social gaming is where real opportunities lie.
Influencer marketing and social strategies: what’s next?
As influencer marketing continues to evolve, the industry faces increasing calls for greater transparency and accountability. In this issue, ABG’s Jochen Bischoff and Marie de Ducla discuss how to build a more ethical and sustainable influencer ecosystem in the UAE.
On the brand side, Al Masaood Group’s Marwah Eltom, Jeep’s Yara Yousef Maroun, and Subway’s Mahmoud Mneimne provide an inside look at their social strategies. From the agency perspective, Merkle MENA’s Deepak Mankani and MKV’s Asiya Ali explore how brands can refine their approach to influencer marketing for maximum impact.
Brand and Saudi perspectives: storytelling, sonic branding and Saudi market relevance
This month’s Brand Focus highlights Sobha Realty’s Ashish Parekh and Marriott Resort’s Stacey McMurtrie. Parekh delves into why storytelling remains a marketer’s most powerful tool, while McMurtrie examines how brands can drive meaningful engagement through social media and influencer marketing.
As part of the Saudi Focus, Neom’s Komal Bajaj shares insights on how brands can secure relevance in Saudi Arabia by aligning with the country’s national vision. Meanwhile, MassiveMusic’s Laura Wozniak explores the growing importance of sonic branding and why it should be a priority for brands in the Kingdom moving forward.
With insights spanning gaming, social media, and the future of brand storytelling, this issue of Campaign Middle East provides a comprehensive look at the trends shaping the industry in 2025. Read the complete issue below with the link here.
