Insights Archives - Campaign Middle East https://campaignme.com/category/insights/ Wed, 03 Jun 2026 10:04:54 +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 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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]]> Burson research highlights gap between visibility and believability in generative engine optimisation https://campaignme.com/burson-research-highlights-gap-between-visibility-and-believability-in-generative-engine-optimisation/ Tue, 02 Jun 2026 12:46:07 +0000 https://campaignme.com/?p=122779 Burson, the global communications agency purpose-built to create value for clients through reputation, has released The Credibility Paradox, a new report showing that there is a variance in how AI-generated answers about brands and companies are believed by audiences. The original research and findings advance the conversation around generative engine optimisation (GEO) from a technical […]

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]]> Publicis Sapient, Salesforce signal new era for retailers with agentic commerce report https://campaignme.com/publicis-sapient-salesforce-signal-new-era-for-retailers-with-agentic-commerce-report/ Mon, 25 May 2026 13:55:16 +0000 https://campaignme.com/?p=122595 Salesforce and Publicis Sapient have launched a joint whitepaper to help business and technology leaders across EMEA and beyond prepare the next major evolution in retail and commerce. Titled ‘Agentic Commerce: Unlocking the Emerging Shopping Experience’, the report projects that AI agent-orchestrated commerce could generate between $3 trillion and $5 trillion in global revenue by […]

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]]> dentsu launches new consumer vision study: ‘Mothers of Reinvention’ https://campaignme.com/dentsu-launches-new-consumer-vision-study-mothers-of-reinvention/ Mon, 25 May 2026 07:27:46 +0000 https://campaignme.com/?p=122500 dentsu has launched its latest Consumer Vision report, Mothers of Reinvention, a new global thought leadership study exploring the shifts set to reshape technology, culture, consumers and brands over the next five to ten years. This report is the third edition of Consumer Vision, following in the footsteps of The Age of Inclusive Intelligence (published […]

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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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]]> Deloitte’s 2026 Digital Consumer Trends Report reveals AI is the default for Saudi consumers https://campaignme.com/deloittes-2026-digital-consumer-trends-report-reveals-ai-is-the-default-for-saudi-consumers/ Thu, 21 May 2026 12:09:57 +0000 https://campaignme.com/?p=122363 Saudi Arabia has reached a defining moment in its digital evolution, according to Deloitte’s Digital Consumer Trends 2026 Report — KSA Edition, with generative AI rapidly shifting from a curiosity to an everyday utility, reshaping how people search, work, and make decisions. The 2026 Digital Consumer Trends Report Based on a nationally representative survey of […]

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]]> OFFLINE EDITIONS opens conversations on creativity and community in Dubai https://campaignme.com/offline-editions-opens-conversations-on-creativity-and-community-in-dubai/ Wed, 20 May 2026 10:10:37 +0000 https://campaignme.com/?p=122277 On Friday, 15 May, OFFLINE EDITIONS brought together professionals from across the region’s creative and communications industries for a day of conversations, workshops and community-driven connection. Held at Alserkal Avenue’s gooder, the event welcomed voices from media, marketing, hospitality, content creation and culture for a programme centred on dialogue, collaboration and real-world exchange. At a […]

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]]> How brands will win the next world cup through sound and the scroll https://campaignme.com/how-brands-will-win-the-next-world-cup-through-sound-and-the-scroll/ Wed, 13 May 2026 13:08:00 +0000 https://campaignme.com/?p=121987 Every four years, the world doesn’t just watch football; it feels it. In the Middle East and North Africa (MENA) region, that feeling has evolved into something far more layered. The World Cup is no longer a distant global event; it is a cultural state of mind the region actively shapes. Yet while the scale […]

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