[{"title":"‘Brand storytelling isn\u2019t about advertising; it\u2019s about serving the audience\u2019s needs’","excerpt":"Brands across the Middle East, especially in Saudi Arabia, have been focusing heavily on forging deeper, more meaningful connections with their local and regional audiences. In order to achieve this and differentiate themselves in a competitive and crowded landscape, brands have been exploring routes to humanise their identity and align their values with those of […]","author":"Anup Oommen"},{"title":"Digital ad tech platform Logi5 launches in the UAE","excerpt":"Logi5, a new digital advertising platform, has launched in the UAE. It promises to revolutionise how brands engage with their audiences by using advanced location intelligence and predictive analytics. The platform offers data-driven solutions designed to help brands create a lasting impact. Recognising the need for advertising solutions that cut through the noise and connect […]","author":"Shantelle Nagarajan"},{"title":"Athar Festival 2024: A Celebration of Saudi Arabia\u2019s Creative Transformation","excerpt":"The Athar Festival 2024, held last week in Riyadh, has cemented itself as a defining moment for Saudi Arabia\u2019s creative industry. This year\u2019s event, underpinned by a strong vision of innovation and global collaboration, reflected the Kingdom\u2019s ongoing evolution as a hub for world-class creativity, aligned with the objectives of Vision 2030. From the outset, […]","author":"Hiba Faisal"},{"title":"Burson Global CEO: ‘Help clients navigate volatility with preparedness, ambiguity with data’","excerpt":"Although AI and ML have been around for decades, the dawn of generative AI has had a tangible impact for clients and agencies within the brand and marketing landscape, across creative, data-driven decisions, and operational efficiencies. In a market where competition remains incredibly high, it has become imperative for agencies to use every offering available […]","author":"Anup Oommen"},{"title":"Reiner Erlings joins Amp as Managing Director","excerpt":"Amp, part of Landor Group, has announced the appointment of Reiner Erlings as Managing Director for the Middle East and APAC. In this role, Erlings will lead Amp\u2019s further expansion into the regions, focusing on sonic branding solutions that meet the needs of both markets. With more than 18 years of experience with sonic branding […]","author":"Hiba Faisal"},{"title":"2023 winners make the case for Campaign AOY Global Awards","excerpt":"Campaign’s Agency of the Year Global Awards celebrate the world\u2019s best agencies. Recognising talent, creativity and effectiveness, the Awards draw in submissions from over 40 countries across four continents. The awards invite agencies of all sizes to showcase their imagination, creativity and commercial prowess on a global stage. Agencies compete head-to-head with the industry\u2019s finest […]","author":"Shantelle Nagarajan"},{"title":"STC shifts narrative around the Saudi lost generation","excerpt":"STC, a tech and digital enabler in Saudi Arabia, has unveiled its latest campaign for the “Sawa” prepaid packages, reflecting the evolving spirit of today\u2019s youth. Developed by VML Riyadh, the campaign, titled \u201cFor every vibe, there\u2019s sawa,\u201d aims to redefine perceptions around the young generation often labelled as indecisive or \u201c\u062c\u064a\u0644 \u0636\u0627\u064a\u0639\u201d (lost generation). […]","author":"Ishwari Khatu"},{"title":"Will OpenAI’s Search GPT be the new Google?","excerpt":"The digital ecosystem is buzzing with news about OpenAI\u2019s latest feature, Search GPT. This new functionality within ChatGPT has ambitiously set out to reshape the way users search for information online. While Google has been the undisputed king of search engines for over two decades, with its user-first approach, data-driven recommendations, and an unmatched library […]","author":"Campaign Editorial"},{"title":"Unlocking potential: The rise of the Middle East’s creator economy","excerpt":"The Middle East’s digital landscape is undergoing a remarkable transformation, driven by a burgeoning creator economy. This is reshaping the way content is produced and consumed. According to a recent report by PwC, the region’s creator economy is projected to reach an impressive $10.9bn by 2026. A youthful, tech-savvy population and the proliferation of digital […]","author":"Campaign Editorial"},{"title":"AI-powered influencers: Saudi Arabia’s new frontier for brand engagement","excerpt":"The rapid evolution of digital technology has given birth to a new phenomenon in marketing: virtual AI influencers. These digital personas, crafted through artificial intelligence and 3D modeling, have taken the global social media landscape by storm, engaging audiences with lifelike appearances, personalities, and stories. But what is the potential for virtual AI-powered influencers in […]","author":"Campaign Editorial"}]