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Anup Oommen
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Luxury marketing: Earn your place beyond borrowed belonging

Anup Oommen
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Marketers and agency leaders share that luxury marketing no longer has room for translated tales, vain visibility or loud launches. It requires care that outlives campaigns by serving consumers consistently.

Luxury Marketing

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 now feels like a borrowed suit – crafted with expensive fibres, but not quite a custom-fit for the person wearing it.
The simple truth is: success in luxury marketing can no longer be imported or appropriated. Customers in the region have become highly informed, discerning and far more critical in their choices of luxury brands and products


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the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.
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