The September issue of Campaign Middle East is out now, bundled with the annual MENA Power List 2025, which spotlights the region’s most influential industry leaders.
At the heart of the issue is a cover feature on ecommerce, examining how the shopper journey is evolving. The piece questions whether it’s time to move past click-chasing and towards orchestrating commerce models built on contribution margins, incrementality, lift and lifetime value. Voices from Mondelez International, Lulu Group, Talabat, Squatwolf and StarzON join agency experts from WPP Media, Epsilon, Platformance and Liquid Havas Market to chart the next phase of growth.
The digital transformation theme continues with insights from Dentsu, MRM MENAT, Hearts & Science, 5th Element, Kinesso and SEO Sherpa on how brands and agencies should respond to rapidly shifting consumer behaviour. On the brand side, ADNOC Distribution’s Jacqueline Elboghdadi outlines how the company is reimagining customer experience, while RAKEZ’s Ahmad Numan introduces a strategy centred on business-to-machine connections.
Looking further, a recap covers the Marketing Society roundtable that brought together senior marketers Kaavyaanjali Prasad, Ishneet Kaur, Anastassiya Ruddy, Mahesh Murthy and Paul Williams to dissect the role of AI in reshaping marketing strategies.
The Saudi focus section features AKQA MENA’s Jon Holloway on why brands with sharp points of view will stand out over the next five years, and Imagination Saudi’s Sara Faisal on balancing forward-looking experiences with cultural authenticity. Readers will also find a preview of Athar – Saudi Festival of Creativity.
Rounding out the issue, the annual Production House Guide looks at the art of collaboration between clients, agencies and production partners. Contributions come from PUMA Middle East, The Luxe Narrative, BigFoot Films, The Bold Group, FP7 McCann and M&C Saatchi.
Looking at advancements in production and post-production technology – including the dawn of generative AI – the issue also asks whether tighter budgets and deadlines are reshaping creativity. A cross-section of industry leaders share their take as part of this month’s Industry Forum.
It also acts as a one-stop directory of regional production houses, showcasing their services, capabilities and key projects.
Read the full September issue and the MENA Power List 2025 supplement below, or click here for online access.
