Editors' Picks Archives - Campaign Middle East

Podcast: L’Oréal’s Olfa Messaoudi & Snap’s Antoine Challita on the creator economy

Anup Oommen — Thu, 16 Jul 2026 12:35:59 +0000

The creator economy has matured to a point where brands can no longer afford to view it as a decorative media channel or a peripheral part of the marketing mix. Creators are no longer merely amplification channels meant to extend a campaign’s visibility after the strategy has been decided and the planning is complete. Influencers […]

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Destination marketing – share the soul, not only the skyline

Anup Oommen — Mon, 13 Jul 2026 08:00:13 +0000

For years, destination marketers in the Middle East built a relatively clear brief: break stereotypical tropes about the region; highlight the beauty of each place and people group; make each holiday destination instantly recognisable; and increase each getaway’s global share of voice by recommending unexplored experiences in a world of crowded tourist traps. This meant […]

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From the Editor’s Desk: Recognising 40 heroes who stayed the course

Anup Oommen — Fri, 10 Jul 2026 05:20:18 +0000

Campaign Middle East’s July 2026 edition is its inaugural 40 over 40 edition – an annual initiative meant to spotlight senior industry leaders aged 40 and older, who have already dedicated 15 years or more of their lives to building the region’s brand, marketing, advertising, creative, media, digital, communications and experiential landscape. We recognise unsung […]

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The rise of meaningful responsibility, and the fall of performative marketing

Hiba Faisal — Thu, 09 Jul 2026 08:53:40 +0000

What happens when consumers stop listening to what brands say and start watching what they do? How many brands will meet expectations and how many will be exposed for being performative? As audiences across MENA become increasingly attentive to how brands behave during moments of uncertainty, the conversation is shifting beyond purpose-led messaging towards something […]

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C-Suite Round Table at Cannes: The beauty of thought leadership – when done right

Anup Oommen — Thu, 02 Jul 2026 14:37:48 +0000

Thought leadership seems to have become one of the industry’s biggest go-to reputation plays. But does it live up to its purpose of provoking thought and action? Is it becoming synonymous with generic content marketing in a world where every senior leader has a point of view, every brand wants authority and every platform has […]

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Podcast: Arla Foods’ Batal, Mondelēz’s Christaras & LiveRamp’s Klander discuss retail media

Anup Oommen — Wed, 01 Jul 2026 05:00:17 +0000

Conversations around retail media in the Middle East region are maturing – and fast. What was once discussed largely as an extension of shopper marketing or e-commerce is now causing brands to rethink budgets, operating models, measurement, data partnerships and even the way teams collaborate internally. On the latest episode of Campaign Middle East’s On The Record podcast, […]

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The Gerety Awards Jury Room Insights: What makes creative work worth awarding?

Anup Oommen — Thu, 18 Jun 2026 13:00:46 +0000

The Gerety Awards 2026 – named after Mary Frances Gerety, the copywriter who in 1948 coined the slogan “A diamond is forever” and the only globally renowned awards programme with an all-female jury of respected leaders and subject matter experts – has revealed the completion of its MEA jury deliberations. Sessions are held around the world, […]

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Cannes Lions 2026: Comprehensive list of top MENA contenders and campaigns

Anup Oommen — Tue, 16 Jun 2026 08:55:55 +0000

The 73rd edition of the Cannes Lions International Festival of Creativity, will be held from Monday, 22 June to Friday, 26 June 2026, with winners of the Cannes Lions metals to be announced through the week. The week will culminate with the gala Cannes Lions Awards at the Lumière Theatre, where the coveted Titanium Lions, […]

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Out with the logo, in with the personality

Hiba Faisal — Tue, 16 Jun 2026 07:39:17 +0000

Luxury has always carried a certain theatre. The lighting, the silence, the materials, the service and the story all work together to tell people that they have entered a world with its own rules. For decades, a logo, a founder’s name or a familiar design code could do much of the heavy lifting. Today, that […]

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The creator economy level-up

Shantelle Nagarajan — Thu, 11 Jun 2026 09:19:38 +0000

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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