Brands Archives - Campaign Middle East https://campaignme.com/category/brands/ Thu, 11 Jun 2026 14:23:29 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://campaignme.com/wp-content/uploads/cropped-Campaign_512-32x32.png Brands Archives - Campaign Middle East https://campaignme.com/category/brands/ 32 32 A marketer’s confession (updated): Why AI is making me ditch the entire agency model https://campaignme.com/a-marketers-confession-updated-why-ai-is-making-me-ditch-the-entire-agency-model/ Thu, 11 Jun 2026 14:23:29 +0000 https://campaignme.com/?p=123291 Last June, I wrote a piece on artificial intelligence (AI) that caused what can only be described as a collective aneurysm in the creative industry. Ad people. Copywriters. Creative directors. Agency founders. They all came for me with a level of fury usually reserved for people who put pineapple on pizza. It sparked a number […]

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]]> The luxury of silence https://campaignme.com/the-luxury-of-silence/ Tue, 09 Jun 2026 05:20:09 +0000 https://campaignme.com/?p=123068 There was a time when luxury in the Middle East was measured by decibels, size and scale. Bigger malls. Bigger launches. Bigger logos. Bigger media spends. For years, the regional playbook was simple: visibility was value. But as we navigate 2026, that equation is beginning to break down. Between geopolitical headwinds and a more discerning, […]

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]]> Customer experience is a commercial discipline. Treat it like one. https://campaignme.com/customer-experience-is-a-commercial-discipline-treat-it-like-one/ Mon, 08 Jun 2026 12:16:39 +0000 https://campaignme.com/?p=123031 Walk into any supermarket on a Friday afternoon and you can tell, within a minute, whether the brand is being delivered by the people inside it. The stocked aisles, the staff posture, the till queues, the way a shopper is greeted at fresh produce. None of it is marketing in the textbook sense. All of […]

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]]> MENA audiences can stream FIFA World Cup 2026™ through talabat, TOD by beIN partnership https://campaignme.com/mena-audiences-can-stream-fifa-world-cup-2026-through-talabat-tod-by-bein-partnership/ Thu, 04 Jun 2026 13:00:10 +0000 https://campaignme.com/?p=122945 The highly anticipated FIFA World Cup 2026™ is fast-approaching, and to elevate the watching experience at home for audiences in the region, talabat has partnered with TOD by beIN – the tournament’s exclusive streaming platform in the region. The partnership aims to bring fans a more seamless and rewarding match-day experience from home. Starting today, […]

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]]> L’Oréal Luxe Middle East adds makeup artists to Beauty Creator Club https://campaignme.com/loreal-luxe-middle-east-adds-makeup-artists-to-beauty-creator-club/ Thu, 04 Jun 2026 11:44:50 +0000 https://campaignme.com/?p=122934 The Beauty Creator Club initiative, launched by L’Oréal Luxe Middle East in 2024, has expanded to include professional makeup artists. With this update, the initiative, which started as a space for emerging and established content creators to develop their work, brings both sides of the cosmetic beauty industry into the same room. The aim is […]

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]]> Premiumisation 2.0: Creating value in a polarising GCC beauty market https://campaignme.com/premiumisation-2-0-creating-value-in-a-polarising-gcc-beauty-market/ Wed, 03 Jun 2026 10:32:48 +0000 https://campaignme.com/?p=122846 The beauty market across the GCC continues to expand, fuelled by rising disposable incomes and a growing focus on beauty and wellness. But beneath this growth lies a powerful shift in consumer behaviour: a widening divide in how people choose to spend on beauty. Today’s beauty market is increasingly polarising. On the one hand, consumers […]

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]]> Heritage is not inheritance https://campaignme.com/heritage-is-not-inheritance/ Tue, 02 Jun 2026 14:43:50 +0000 https://campaignme.com/?p=122804 There was a time, not very long ago, when a luxury brand could simply say “Since 1850” and expect the room to fall respectfully silent for a moment. Heritage carried authority. The older the maison, the more instinctively credible it appeared. And somewhere along the way, luxury brands became deeply accustomed to the idea that […]

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]]> Podcast: Xiaomi’s Wang Bing on building value-based premium in the Middle East https://campaignme.com/podcast-xiaomis-wang-bing-on-building-value-based-premium-in-the-middle-east/ Mon, 25 May 2026 04:00:44 +0000 https://campaignme.com/?p=122334 On the latest episode of Campaign Middle East’s On The Record podcast, Wang Bing, Head of Marketing, Xiaomi Middle East,  discusses the shift from value-driven pricing to value-based premium, the importance of storytelling and seamless ecosystems, balancing brand control and influencer collaborations, as well as evolving marketing strategies in the Middle East. Wang explains how premium is […]

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]]> Podcast: Equiti’s Hari Carpenter on why brands need a backbone and brave flexibility https://campaignme.com/podcast-equitis-hari-carpenter-on-why-brands-need-a-backbone-and-flexibility-to-be-brave/ Fri, 22 May 2026 14:30:47 +0000 https://campaignme.com/?p=122313 On the latest episode of Campaign Middle East’s On The Record podcast, Hari Carpenter, Head of Brand for Equiti, discusses the importance of balancing brand consistency with evolution; balancing rationality and emotion in the fintech space by maintaining a human touch; the importance of building trust through community initiatives; and the importance of humanity and storytelling in […]

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]]> What House of the Dragon is teaching streaming platforms about audience behaviour https://campaignme.com/what-house-of-the-dragon-is-teaching-streaming-platforms-about-audience-behaviour/ Fri, 22 May 2026 13:41:41 +0000 https://campaignme.com/?p=122449 Opening weekends were once the clearest indicator of how popular a series would become. Today, however, some of the strongest audience signals are emerging long before the opening credits roll. When the teaser trailer for Season 3 of House of the Dragon premiered on 28 April, at OSN+, we expected a wave of anticipation across […]

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