 [{"title":"The Annual 2024: Campaign Middle East\u2019s latest issue is out now","excerpt":"One of Campaign Middle East&#8217;s most anticipated issues is out now \u2013 The Annual 2024. The issue takes a comprehensive look back at the key developments that shaped the regional advertising, media, marketing, and PR landscape over the past year. Inside, readers will find insights into the top news stories, major pitches, movers and shakers, [&hellip;]","author":"Ishwari Khatu"},{"title":"What awaits the PR industry in MENA in 2025?","excerpt":"In 2024, technological advancements, shifting consumer expectations, and data-driven strategies drove the public relations landscape. This shift is particularly evident in Dubai, where the PR industry has experienced exponential growth over two decades. For instance, SMEs in the region have increasingly recognised PR&#8217;s potential, with their budget allocations more than tripling since 2015 as they [&hellip;]","author":"Ishwari Khatu"},{"title":"Redefining B2B marketing in the digital age","excerpt":"As industries increasingly shift online, business-to-business (B2B) marketing is evolving rapidly to meet the unique demands of complex business ecosystems. Traditionally, digital marketing strategies were tailored for businesses-to-consumer (B2C), focusing on quick and direct customer engagement. But B2B marketing requires a different approach that considers longer sales cycles, multiple decision-makers, and diverse industry requirements. Successful [&hellip;]","author":"Ishwari Khatu"},{"title":"9Yards promotes Omar Sarieddine to Deputy CEO","excerpt":"9Yards Communications, an integrated marketing agency, has announced the promotion of Omar Sarieddine to the role of Deputy CEO. Previously serving as Chief Strategy &amp; Operations Officer, Sarieddine has played a pivotal role in transforming 9Yards from a small start-up into an internationally expanding agency. Under his leadership, the agency has established affiliations with global [&hellip;]","author":"Ishwari Khatu"},{"title":"What marketing trends will shape GCC businesses in 2025?","excerpt":"Looking towards 2025, businesses in the GCC find themselves at an interesting crossroad, where technology and shifting consumer behaviours are changing the way brands connect with their audiences. Marketers will need to master the use of AI while remaining uniquely creative and visionary. The dominance of short-form video will continue to evolve, in tandem with [&hellip;]","author":"Ishwari Khatu"},{"title":"Podcast: Building a \u2018beta forever\u2019 future with AI without \u2018boiling the ocean\u2019","excerpt":"On the latest episode of Campaign Middle East\u2019s On The Record podcast, Katib Belkhodja, the Director of Customer Centricity at Al-Futtaim Automotive, sparks an interesting conversation on the role of marketers in an AI-integrated environment. In conversation with Campaign Middle East, Belkhodja discusses how to prepare marketing teams to use AI advancements effectively to positively [&hellip;]","author":"Anup Oommen"},{"title":"Ahmed Al Sahhaf appointed as president of new IAA Saudi Chapter","excerpt":"MBC Media Solutions (MMS) CEO Ahmed Al Sahhaf has been appointed as President of the newly established Saudi Chapter of the International Advertising Association (IAA). The creation of the chapter marks a significant development for the Kingdom\u2019s advertising and creative industries, aligning with Saudi Arabia&#8217;s Vision 2030 agenda to foster economic diversification, innovation, and cultural [&hellip;]","author":"Ishwari Khatu"},{"title":"Ghassan Kassabji: \u201c2025 is a moment of transformation\u201d","excerpt":"As we close the chapter on 2024, I find myself thinking less about the trends we&#8217;ve observed and more about the choices we must make as leaders. The world isn\u2019t just changing, it\u2019s racing ahead. Powered by technology, shaped by a generation of new expectations, and driven by big, bold ideas, 2025 isn\u2019t just another [&hellip;]","author":"Ishwari Khatu"},{"title":"AlArabia launches proximity-focused DOOH network in Dubai","excerpt":"Saudi-based advertising firm AlArabia has announced the launch of a fully digital and proximity-focused out-of-home (DOOH) advertising network in Dubai. The announcement was made on December 13 at an event hosted at the Museum of the Future, attended by industry leaders, media professionals, and stakeholders. The new DOOH platform is designed to enhance audience engagement [&hellip;]","author":"Ishwari Khatu"},{"title":"AI and adtech: balancing innovation, rules and practicality","excerpt":"With artificial intelligence dominating headlines and the race for AI-driven solutions accelerating, the technology landscape is experiencing a tipping point. From groundbreaking advancements to widespread overuse, the balance between innovation and necessity is increasingly blurred, highlighting the urgent need for clearer rules to navigate AI\u2019s evolution and its practical applications. The excessive use of AI [&hellip;]","author":"Anup Oommen"}]