Special Features Archives - Campaign Middle East https://campaignme.com/category/special-feature/ Wed, 10 Jun 2026 07:12:02 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://campaignme.com/wp-content/uploads/cropped-Campaign_512-32x32.png Special Features Archives - Campaign Middle East https://campaignme.com/category/special-feature/ 32 32 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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]]> 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 Power Horse, Dè Favela are building community within youth culture https://campaignme.com/how-power-horse-de-favela-is-building-community-within-youth-culture/ Wed, 06 May 2026 12:48:50 +0000 https://campaignme.com/?p=121517 Dè Favela, a community event by PBLK Affairs hosted its latest edition on May 2. The event, powered  by Power Horse brought together youth across Dubai for a night of football, fashion, music and more. The concept reflects a generation shaped by multiple identities, drawing inspiration from the spirit of Brazilian favelas. Campaign Middle East […]

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]]> Leaders advise ‘showing up’ over silence; ‘presence with intent’ over performance https://campaignme.com/leaders-advise-showing-up-and-participating-over-silence-presence-with-intent-over-performance/ Wed, 15 Apr 2026 05:00:36 +0000 https://campaignme.com/?p=120545 When the going gets tough, do the tough really get going or do they go silent? What happens when the response from leaders to an uncertain future is silence in the present? The Middle East region has been weathering a geopolitical and economic storm, which has seen many companies lower their profile, trim their public […]

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]]> From a side quest to serious business: Has gaming entered the marketing mix? https://campaignme.com/from-a-side-quest-to-serious-business-has-gaming-entered-the-marketing-mix/ Fri, 27 Mar 2026 15:54:46 +0000 https://campaignme.com/?p=118292 For a long time, gaming sat on many marketing plans like a tab left open in the browser: patient, promising and waiting for a ping, but not central to the day’s real work. Over the past few months, that position has changed drastically in the Middle East. Several in-game campaigns, branded virtual ecosystems, content integrations, […]

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]]> Augmented intelligence: Substance and strategy > speed and scale https://campaignme.com/augmented-intelligence-substance-and-strategy-speed-and-scale/ Thu, 12 Mar 2026 15:49:27 +0000 https://campaignme.com/?p=117665 Let’s get the artificial intelligence (AI) fundamentals out of the way before the deep dive: What comes to mind when “AI-augmented marketing” is spoken out loud? If the words speed, scale and shortcuts are the unspoken mental response, it’s time to pause. The problem with speed is that it’s not quite the same as direction. […]

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]]> Why work is ‘actually working’ in the Middle East despite the US-Israel-Iran war https://campaignme.com/why-work-is-actually-working-in-the-middle-east-despite-the-us-israel-iran-war/ Fri, 06 Mar 2026 08:50:32 +0000 https://campaignme.com/?p=117371 Through the first few days of March 2026, work conversations within the brand and marketing landscape in the Middle East have moved away from breakout areas, coffee machines, office desks and smoke breaks in the car parks to Teams and Zoom conversations, quick check-ins over the phone, and people typing away on their keyboards. What’s […]

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