Marketing Archives - Campaign Middle East

From search to answers: the quiet shift rewriting visibility, trust, and reputation

Hiba Faisal — Mon, 13 Jul 2026 10:27:07 +0000

One of the most helpful mental models I’ve picked up is simple: we’re moving from a world of links to a world of answers. And in that world, the win condition changes. When your audience asks a question in an LLM interface, they aren’t met with ten blue links. They’re met with a single synthesis, […]

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Dubai-it: What it means to build media at Dubai speed

Hiba Faisal — Mon, 13 Jul 2026 09:24:08 +0000

When Dubai-it was launched as a citywide philosophy, it gave a name to something businesses in this market have long understood. The philosophy is simple: achieve exceptional results in record time without letting speed compromise quality. Move fast. Do it properly. Hold the standard. It names a discipline built on a habit Dubai has always […]

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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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Private View by Engel & Völkers’ Diana Džaka Bičo

Shantelle Nagarajan — Mon, 13 Jul 2026 07:33:32 +0000

Campaign Middle East features a monthly Private View section with a range of insights and viewpoints from industry experts, revealing the intricate world of marketing and advertising campaigns. This month’s review is by Diana Džaka Bičo, Chief Marketing Officer – Middle East, Engel & Völkers. Al-Futtaim Toyota: The Accidental Win Even after only nine years […]

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L’Oréal Middle East reveals an inside look into its LOREALISTAR creator loyalty platform

Shantelle Nagarajan — Mon, 13 Jul 2026 06:56:14 +0000

L’Oréal Middle East has launched its multi-brand creator loyalty platform LOREALISTAR in the GCC. The programme is designed to build authentic, long-term relationships between the L’Oréal Group’s brands and the region’s digital creator community. Open to creators with as few as 1,000 followers, the platform rewards genuine passion for our brands with exclusive access, upskilling, and […]

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Here are Campaign Middle East’s Work picks of June 2026

Shantelle Nagarajan — Mon, 13 Jul 2026 06:40:00 +0000

Every month, Campaign Middle East selects a collection of work to display in its monthly issue. The same selection then gets offered to industry professionals for their review in Campaign’s Private View section for the following month. These are the work picks for June 2026 – featuring campaigns from Property Finder, adidas, Al Haboob, Umniah […]

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Why heritage belongs in the future, not the archive

Anup Oommen — Fri, 10 Jul 2026 10:00:00 +0000

Every July, the Tour de France reminds the world that cycling is a sport built on endurance. Not only the endurance of the riders, but of the stories, traditions, heritage and communities that have grown around it over more than a century. For brands, that idea feels especially relevant today. We live in a time […]

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The signals are there. Are you reading them?

Anup Oommen — Fri, 10 Jul 2026 09:00:07 +0000

For much of 2026, the default response among travel marketers in the Gulf has been to wait. Pull back the spend, pause the campaigns, hold until things settle. It’s an understandable instinct. But the data tells a more complicated story, and for marketers willing to read it, there’s a real competitive advantage on the table […]

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The case for patience in communications

Anup Oommen — Fri, 10 Jul 2026 08:00:33 +0000

Marketing communications has captured the world’s attention and made people more curious about Saudi Arabia than perhaps ever before, but what story remains when the campaign is over? When I speak to Saudi clients today – whether their priority is attracting investment, increasing tourism, promoting culture or drawing talent – a concern they all share […]

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Pillars of success: Be credible, bold, authentic, innovative surprising, aware and realistic

Anup Oommen — Fri, 10 Jul 2026 07:20:15 +0000

We are entering an era in which travellers have more choices than ever before. From established global capitals to emerging tourism destinations, the world is competing for attention in an increasingly crowded marketplace. Yet, despite this abundance of choice, there are still undiscovered places that excite the adventurous, the early adopters and individuals seeking something […]

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