Blogs & Comment Archives - Campaign Middle East

Stick ‘WHO CARES?’ on every marketer’s wall

Justin Harper — Thu, 14 Sep 2023 04:07:58 +0000

Around the second century, some chap called Ptolemy did what many irritating people do: he claimed to be the centre of the universe. To be fair, it had less to do with his social significance than that of humanity as a whole – or Earth, to be more specific – and its place in the […]

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Former England cricketer knows the power of personal brand

Justin Harper — Mon, 14 Aug 2023 05:00:05 +0000

The link between professional sportspeople and brand partnerships is as old as modern media and advertising itself. Most obviously, and successfully with brand endorsements and lucrative contracts, and usually reserved for the ‘big names’. Brand partnerships can be a lucrative side income, and this commercial profile building is often enough to sustain an ‘off field’ […]

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Ramsey Naja: Selling fishing gear to people who don’t fish

Justin Harper — Fri, 11 Aug 2023 06:00:57 +0000

I often hear that the cornerstone of media planning – the principle that underpins the entire media galaxy and its delusional targeting imperative – is that there is no point in selling fishing gear to people who don’t fish. Well, gee, thanks. You don’t need to ask an ad professional to tell you this. But […]

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‘Good communication and marketing will always require a personalised approach’

Justin Harper — Tue, 04 Jul 2023 05:52:59 +0000

Artificial intelligence (AI) has come some way since its inception, becoming a tool that people across all industries are really getting excited about. One area where open AI is making a significant impact is in digital marketing. TIME magazine called it in February “the most important technological breakthrough since social media (itself)”. It can perform […]

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Peter Hellyer: ‘As a writer and journalist, his voice was powerful’

Justin Harper — Mon, 03 Jul 2023 10:16:13 +0000

Image credit: Khaleej Times Originally from the UK, Peter Hellyer first came to the UAE in 1975 to make documentary films on the overseas state visits of the late Sheikh Zayed. He stayed on to fill a number of posts in the government communications departments, and called Abu Dhabi home for almost five decades. Hellyer […]

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What one social media expert makes of Twitter’s latest changes

Justin Harper — Mon, 03 Jul 2023 06:25:43 +0000

Elon Musk’s latest Twitter update ( it’s hard to keep up these days!) is announcing that for a temporary time people will have a limited access to only a few number of tweets that they can read per day …. and there’s different limits for paid and verified users. This is a fundamental reminder that […]

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Battling the ‘dark side of social media’

Justin Harper — Mon, 03 Jul 2023 04:54:43 +0000

Platforms like Facebook, Twitter, Instagram and LinkedIn have seamlessly integrated into our lives, shaping personal interactions and professional landscapes. But it is crucial to recognise and raise awareness about the profound significance of social media as a profession and its profound influence on our mental wellbeing. Social media roles have expanded, reflecting the growing complexity […]

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We all need a reality check on ChatGPT

Justin Harper — Fri, 28 Apr 2023 04:32:14 +0000

I’m not worried about AI. Seriously, I am not. As a matter of fact, there is a host of things that worry me on a daily basis, mostly connected with my family, their wellbeing and the effects of advancing age on my organs and, frankly, ChatGPT and its friends don’t feature. What could make me […]

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Advertising on its deathbed by Ramsey Naja

Justin Harper — Fri, 07 Apr 2023 07:36:53 +0000

According to a rather unpleasant person called Tertullian, gladiatorial fights in ancient Rome drew their origin from funereal ceremonies, whereby wealthy nobles would hold graveside bouts between enslaved people in the hope that the blood spilled would purify the deceased soul. Call it criminal or simply barbarian, it seems that history’s bloodiest entertainment equivalent […]

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A common purpose: the road to sustainability

Sofia Serrano — Tue, 13 Jul 2021 11:07:42 +0000

By Sofia Serrano The idea of companies having a social obligation to contribute to society has been around for years, but it was given a formal term in the mid-1950s with the name of corporate social responsibility (CSR). In the 2000s CSR became fundamental instead of a trend. According to the Cicero & Bernay Public MENA CSR Survey […]

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