Editors' Picks Archives - Campaign Middle East https://campaignme.com/category/editors-picks/ Thu, 11 Jun 2026 09:19:38 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://campaignme.com/wp-content/uploads/cropped-Campaign_512-32x32.png Editors' Picks Archives - Campaign Middle East https://campaignme.com/category/editors-picks/ 32 32 The creator economy level-up https://campaignme.com/the-creator-economy-level-up/ Thu, 11 Jun 2026 09:19:38 +0000 https://campaignme.com/?p=123264 Creator marketing in the Middle East is entering a more demanding phase. The conversation is no longer only about reach, visibility or the number of followers a creator can bring to a campaign. Senior marketers, agency leaders and creators are now asking sharper questions such as: Which creator partnerships genuinely shift consumer behaviour? How should […]

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]]> From the Editor’s Desk: Why luxury must choose sense over spectacle https://campaignme.com/from-the-editors-desk-why-luxury-marketing-must-choose-sense-over-spectacle/ Tue, 09 Jun 2026 10:45:33 +0000 https://campaignme.com/?p=123071 Luxury marketing in the Middle East has no more room for translated tales that have travelled in. This is no longer a market for loud launches or polished and performative campaigns. The diverse consumers in this region would rather not tolerate adapted localisation or cultural appropriation as a seasonal marketing tactic. Curated calendars and costly […]

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]]> Luxury marketing: Earn your place beyond borrowed belonging https://campaignme.com/luxury-marketing-earn-your-place-beyond-borrowed-belonging/ Tue, 09 Jun 2026 09:01:06 +0000 https://campaignme.com/?p=123088 For several years, luxury brands have viewed the Middle East as a high-margin, standardised sales market. Ideas were developed from global insights rather than regional ones. Campaigns were launched elsewhere and then travelled in. People in the region were expected to receive and react to a translated version of someone else’s aspiration. That old model […]

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]]> Campaign Market Minds: CMO Round Table | Why sports marketing must grow up, not only bigger https://campaignme.com/campaign-market-minds-cmo-round-table-why-sports-marketing-must-grow-up-not-only-bigger/ Wed, 27 May 2026 05:00:57 +0000 https://campaignme.com/?p=122623 Sports marketing in the Middle East has been witnessing a lot of momentum in recent years. As it stands, the regional industry has no shortage of sports events, sponsorship plays, intellectual property (IP), naming rights, content distribution, endorsements, media productions and rights management, omnichannel fan engagement platforms and conversations around local talent and women’s sports. […]

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]]> Campaign Retail & Commerce Media Briefing: Maximising agentic AI, closed-loop outcomes & creator-led commerce https://campaignme.com/campaign-retail-commerce-media-briefing-maximising-agentic-ai-closed-loop-outcomes-creator-led-commerce/ Fri, 22 May 2026 14:38:23 +0000 https://campaignme.com/?p=122442 Campaign Middle East has successfully concluded its Campaign Breakfast Briefing: Retail & Commerce Media 2026, which brought together close to 200 attendees, including client-side marketers, agency leaders, retail media specialists, commerce platforms, brand custodians and creators at The Westin Dubai Mina Seyahi on Friday, 22 May 2026. At the outset, the event explored how AI-assisted […]

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]]> Marketing beyond generational labels https://campaignme.com/marketing-beyond-generational-labels/ Tue, 12 May 2026 09:58:25 +0000 https://campaignme.com/?p=121886 For years, marketers have leaned into generational labels as if they were strategic shortcuts: Baby Boomers, millennials, Gen Z and Gen Alpha. These labels have been used to tidy up decks, sharpen headlines, enhance search engine optimisation (SEO) scores and make audiences look neatly sortable. They are often used to justify marketing spend when strategies […]

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]]> From the Editor’s Desk: May 2026 – ‘We have an opportunity to do things better’ https://campaignme.com/from-the-editors-desk-may-2026-we-have-an-opportunity-to-do-things-better/ Mon, 11 May 2026 08:55:39 +0000 https://campaignme.com/?p=121787 We have lived through some surreal times. A month ago, people across the Middle East’s brand and marketing landscape were juggling anxiety with resilience. Despite the dread of uncertainty, they stepped up to ensure business continuity. They empathised better with each other, kept lines of communication open with clients, quietly delivered on promises made, and […]

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]]> Cover Feature: From a pitch to a partnership https://campaignme.com/cover-feature-from-a-pitch-to-a-partnership/ Mon, 11 May 2026 05:00:34 +0000 https://campaignme.com/?p=121791 A strange paradox has been normalised at the heart of the brand-agency partnership landscape in the Middle East. Brands claim that they want sharper thinking, strategic consumer insights, stronger distinctiveness, larger share of voice, tangible returns on investment and creative work that connects with communities long after campaigns end. Yet, current pitch systems and the […]

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]]> How brands are balancing business continuity in uncertain times https://campaignme.com/how-brands-are-balancing-business-continuity-in-uncertain-times/ Tue, 05 May 2026 05:19:52 +0000 https://campaignme.com/?p=121240 Brands in the region are navigating a path towards ‘business-as-usual’ following tumultuous events, with many re-evaluating operations for the years ahead. As a one-size-fits-all roadmap simply does not exist for times like these, businesses are pushed to go the extra mile and think outside the box to preserve business continuity. This may require leadership that […]

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]]> Cannes Lions picks 26 jurors from the MENA region for 2026 awards https://campaignme.com/cannes-lions-picks-26-jurors-from-the-mena-region-for-2026-awards/ Fri, 17 Apr 2026 05:30:34 +0000 https://campaignme.com/?p=120676 The Cannes Lions International Festival of Creativity, taking place 22–26 June 2026, has revealed The Cannes Lions Awards Jury line-up for this year’s festival, including 26 jurors from the MENA region, up from 22 jurors chosen in 2025. This exceptional group of global experts – which includes leaders whose remit covers the MENA region – will […]

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