Close Up Archives - Campaign Middle East https://campaignme.com/category/close-up/ Thu, 08 May 2025 09:44:40 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://campaignme.com/wp-content/uploads/cropped-Campaign_512-32x32.png Close Up Archives - Campaign Middle East https://campaignme.com/category/close-up/ 32 32 The brand strategy behind DAMAC’s Chelsea Residences https://campaignme.com/the-brand-strategy-behind-damacs-chelsea-residences/ Thu, 08 May 2025 09:42:18 +0000 https://campaignme.com/?p=101931 DAMAC Properties has revealed its Chelsea Residences by DAMAC, its residential development born from its global partnership with Chelsea FC. The branded homes aim to blend Chelsea’s heritage with DAMAC’s luxury credentials. Campaign Middle East spoke with Amira Sajwani, Managing Director of Sales & Development of DAMAC Properties and Todd Kline, President – Commercial, Chelsea […]

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]]> Behind Nike’s second instalment of ‘What If You Can’ https://campaignme.com/behind-nikes-second-instalment-of-what-if-you-can/ Mon, 05 Aug 2024 08:45:36 +0000 https://campaignme.com/?p=87950 Dur Bali, a Saudi Arabian athlete, featured in the second installment of Nike’s regional series titled ‘What if you can’. The video was designed as a documentary-style interview with Bali. It followed her journey into the world of sport, the challenges she faced, and how she overcame them. Campaign Middle East spoke with Karen Abdallah, […]

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]]> On-ground activations: Do they really work? https://campaignme.com/on-ground-activations-do-they-really-work/ Tue, 30 Jul 2024 06:44:13 +0000 https://campaignme.com/?p=87807 The UEFA Euro 2024 tournament took the UAE, and the world, by storm. However, for those not fortunate enough to attend the games in Germany, settling for a fan zone experience in Dubai was the next best alternative.  Hisense provided fans with this opportunity as the gold sponsor for the Euros this year. As part […]

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]]> The key to social media success: Authentic partnerships https://campaignme.com/the-key-to-social-media-success-authentic-partnerships/ Mon, 29 Jul 2024 12:41:46 +0000 https://campaignme.com/?p=87797 When Rotana first partnered with health and fitness ambassador Nelly Attar, we knew it would strike a chord with our core audience on social media. After all, as a Lebanese-Saudi Arabian mountaineer and the first Arab woman to summit the peak of K2, Nelly was already an inspiration to many. What we didn’t anticipate was […]

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]]> OSN+ explains its House of the Dragon pyramid activation https://campaignme.com/osn-explains-its-house-of-the-dragon-pyramid-activation/ Mon, 29 Jul 2024 09:47:30 +0000 https://campaignme.com/?p=87705 In the dynamic landscape of integrated marketing, few initiatives encapsulate the blend of cultural heritage and modern storytelling quite like our House of the Dragon Season 2 campaign. At its core, our strategy was designed to deeply immerse viewers in the rich tapestry of ‘Westerosi’ lore, re-engaging both returning fans and newcomers. Our approach was […]

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]]> The comments section: a new platform for driving engagement https://campaignme.com/the-comments-section-a-new-platform-for-driving-engagement/ Thu, 16 May 2024 06:32:16 +0000 https://campaignme.com/?p=83662 TikTok is home to more than just funny animal videos and the latest Gen Z dance trend. When used correctly, it is a powerful social media platform for brands to engage with community members. Hidden beneath the For You Page’s surface is another platform where brands can generate genuine engagement: the comments section. Brands have […]

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]]> Power Essays 2022: written by AI; created by Group M’s Hicham Auajjar https://campaignme.com/power-essays-2022-written-by-ai-created-by-group-ms-hicham-auajjar/ Mon, 03 Oct 2022 12:53:22 +0000 https://campaignme.com/?p=53705 Creator’s note Hicham Auajjar, chief product and services officer at Group M MENA This entire article was written by GPT-3, no input was given to the AI apart from the title of the article. From the title, the AI generated an outline, an introduction and a conclusion as well as all the paragraphs within. (It […]

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]]> Power Essays 2022: Be where the content is – by MMS’ Ahmed Al Sahhaf https://campaignme.com/power-essays-2022-be-where-the-content-is-by-mms-ahmed-al-sahhaf/ Mon, 03 Oct 2022 11:29:51 +0000 https://campaignme.com/?p=53695 As the new normal seems to settle our lives into a systematic pace, we are realising on a daily basis the irreversible changes the last few years had on the media and entertainment industry – especially the way people consume content. Are you interested in improving your numbers game? Making content optimised for maximum returns […]

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]]> Power Essays 2022: Solving the identity crisis – by Epsilon’s Saira Mehdi and Publicis’ Pankaj Pagarani https://campaignme.com/power-essays-2022-solving-the-identity-crisis-by-epsilons-saira-mehdi-and-publicis-pankaj-pagarani/ Mon, 03 Oct 2022 08:40:48 +0000 https://campaignme.com/?p=53688 There is a divide among marketers about the impact to business when the market loses third-party identifiers (3PIDs). We can consider this divide as the haves and have nots. Those who ‘have’ will lead the future of business growth as they will be the ones who have invested in building meaningful and personalised consumer experiences […]

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]]> Power Essays 2022: An instinct for the future – by PHD’s Karen Doumet https://campaignme.com/power-essays-2022-an-instinct-for-the-future-by-phds-karen-doumet/ Mon, 03 Oct 2022 06:06:16 +0000 https://campaignme.com/?p=53670 The world around us is evolving faster than ever before. In the marketing and communications sector, you could even say we’re hooked on change, forever revisiting structures, practices, operating models and systems. Despite the wealth of information, clear signals become harder to distinguish. While we’re conscious that the solutions of the past might not work […]

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