Insights Archives - Campaign Middle East https://campaignme.com/category/insights/ Thu, 25 Jun 2026 12:15:48 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://campaignme.com/wp-content/uploads/cropped-Campaign_512-32x32.png Insights Archives - Campaign Middle East https://campaignme.com/category/insights/ 32 32 Why perceived value matters more than discount value https://campaignme.com/why-perceived-value-matters-more-than-discount-value/ Thu, 25 Jun 2026 12:15:48 +0000 https://campaignme.com/?p=123877 After nearly a decade working across CRM and loyalty strategy for a large portfolio of retail brands across multiple markets, one pattern has become increasingly clear to me: customers do not respond to offers only based on financial value. They respond to how that value is framed, timed and experienced. A 20 per cent discount […]

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]]> The experience gap: disconnect between delivery and customer encounter https://campaignme.com/the-experience-gap-disconnect-between-delivery-and-customer-encounter/ Thu, 25 Jun 2026 07:20:06 +0000 https://campaignme.com/?p=123836 As brands invest further in seamless journeys, artificial intelligence (AI)-powered personalisation and omnichannel engagement, customer experience (CX) has become both more important and more difficult to execute consistently. The fragmentation of the media and advertising landscape means brands now interact with consumers across more platforms than ever before, leading to the creation of several new […]

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]]> Snapchat research reveals how football fandom is moving beyond the match https://campaignme.com/snapchat-research-reveals-how-football-fandom-is-moving-beyond-the-match/ Wed, 24 Jun 2026 13:52:11 +0000 https://campaignme.com/?p=123769 Football fandom is increasingly being shaped by conversation, community and real-time participation, according to new research released today by Snapchat. The findings reveal that for young fans across Saudi Arabia and the UAE, the match is no longer the entire experience, with messaging, group chats and mobile engagement becoming central to how supporters follow the […]

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]]> Report: Multi-stop travel is reshaping UAE travellers’ spending https://campaignme.com/report-multi-stop-travel-is-reshaping-uae-travellers-spending/ Tue, 23 Jun 2026 15:26:38 +0000 https://campaignme.com/?p=123726 Travellers in the UAE are increasingly embracing ‘Travel Maxxing’ – planning trips around multiple destinations, stopovers and experiences rather than a single endpoint – according to new insights from a report Collinson International. The report found that younger travellers are leading the shift towards more frequent and experience-led travel. Globally, almost half (48 per cent) […]

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]]> Trust, technology and human judgement: The core of PR and communications https://campaignme.com/trust-technology-and-human-judgement-the-core-of-pr-and-communications/ Mon, 22 Jun 2026 13:19:47 +0000 https://campaignme.com/?p=123660 There are moments when industries evolve gradually, and then there are moments when they transform in real time. For communications professionals across the Middle East, that transformation is already here and the region is not merely keeping pace, it is helping define what the future of PR looks like globally. The ICCO World PR Report […]

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]]> The Gerety Awards Jury Room Insights: What makes creative work worth awarding? https://campaignme.com/the-gerety-awards-2026-jury-room-insights-what-makes-creative-work-worth-awarding/ Thu, 18 Jun 2026 13:00:46 +0000 https://campaignme.com/?p=123451 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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]]> IBM’s SVP of Marketing and Comms: “AI is not just a tool; it’s how marketing works” https://campaignme.com/ibms-svp-of-marketing-and-comms-ai-is-not-just-a-tool-its-how-marketing-works/ Wed, 17 Jun 2026 06:00:33 +0000 https://campaignme.com/?p=123420 This is not just another article about artificial intelligence (AI) adding to the cacophony of noisy opinions. This is an interview that reframes the conversation that marketers must have around orchestrating a fundamental shift. For much of the past two years, marketers treated AI like a new instrument in the orchestra: useful, exciting and occasionally […]

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]]> Digital ad spend in MENA reaches $8b in 2025, IAB report reveals https://campaignme.com/digital-ad-spend-in-mena-reaches-8b-in-2025-iab-report-reveals/ Tue, 09 Jun 2026 11:35:11 +0000 https://campaignme.com/?p=123141 The Middle East and North Africa (MENA) digital advertising market reached $8.185b in 2025, representing 17.8 per cent year-on-year (YoY) growth, according to the latest industry report released by IAB MENA at a member event on 8 June, 2026. For the first time, the study also includes dedicated estimates for connected TV (CTV), retail media, […]

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]]> Why the UAE’s compressed second half will reward clarity https://campaignme.com/why-the-uaes-compressed-second-half-will-reward-clarity/ Wed, 03 Jun 2026 10:04:54 +0000 https://campaignme.com/?p=122847 The second half of 2026 in the UAE is about to compress six months of delayed business decisions into three. That is going to test how clearly companies understand their positioning, leadership and commercial relevance. The signs are already visible. Conversations that disappeared in March are restarting. Q4 calendars are filling quickly. Family-office allocation timelines, […]

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]]> Matter of Fact: The ‘skip’ button https://campaignme.com/matter-of-fact-the-skip-button/ Tue, 02 Jun 2026 15:13:17 +0000 https://campaignme.com/?p=122766 Cicero and Bernay team makes a case for not treating the skip button as an enemy but instead as the most honest critic for brands. “If they can’t skip, they’ll sign up.” That was the rationale behind brands paying premium CPMs to make viewers watch their ads. Now the data is here. And it turns […]

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