Action Archives - Campaign Middle East

Are we following strategy anymore? Or are we following each other?

Anup Oommen — Wed, 08 Apr 2026 09:21:41 +0000

I did not arrive at this through a report. I have arrived at a very humbling and a very awakening truth by meticulous observation. Reading what’s being said across platforms. The think pieces. The advice. The frameworks. The constant reminders to stay active, stay visible, manage tone. And then I look up. I see what’s […]

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Why resilient teams are becoming a brand’s biggest competitive advantage

Anup Oommen — Mon, 30 Mar 2026 05:20:00 +0000

In uncertain times, marketing doesn’t slow down, it becomes harder to sustain. Campaigns still go live, content calendars remain full, and performance targets rarely shift. But behind the scenes, pressure on teams quietly intensifies. Focus slips, and creative output starts to lose its edge. And when that happens, it doesn’t stay internal, it shows up […]

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entourage reveals impact of employee-led community activation during Ramadan

Anup Oommen — Mon, 30 Mar 2026 05:00:37 +0000

This Ramadan, entourage rolled out a CSR-led campaign focused on consistent, on-ground community engagement, delivering 12,000 Iftar meals across the UAE and Saudi Arabia. The objective was to shift corporate responsibility from messaging to participation, embedding action within the communities the agency operates in. Over 30 days, the campaign distributed 400 meals daily, 200 in […]

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More than 50 leaders discuss: How should brands respond in a crisis?

Anup Oommen — Mon, 23 Mar 2026 04:20:45 +0000

As brands across the Middle East navigate an increasingly complex and fast-moving environment, a recent roundtable hosted by AUTHORITY by AVANTGARDE brought together more than 50 marketing professionals and industry leaders from across the UAE, wider GCC and international markets to address a timely question: how should brands communicate during periods of crisis? The session, […]

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Lessons from 2025: Marketing and sustainability; the story and the substance

Shantelle Nagarajan — Mon, 05 Jan 2026 09:08:28 +0000

There’s a myth we need to retire: that sustainability and marketing belong on opposite planets. In reality, especially across the Middle East they could be the best tandem since oxygen and fire. When aligned, they don’t cancel each other out. They ignite growth, connection and long-term brand value. And this isn’t limited to consumer brands. […]

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PRCA MENA launches its workplace mental health survey 2025

Anup Oommen — Mon, 04 Aug 2025 05:40:00 +0000

PRCA MENA, the regional arm of the global PR body, has launched the 2025 edition of its Mental Health Survey, developed in partnership with YouGov and led by the PRCA MENA Mental Health Committee. The initiative aims to better understand how professionals across the public relations and communications industry in the Middle East and North […]

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LG turns inspiration into action through an interactive cinema campaign

Anup Oommen — Fri, 01 Aug 2025 04:00:09 +0000

Can a cinema ad make you miss someone and then inspire you to create a song? That was the emotional ambition behind the LG ‘Radio Optimism’ cinema campaign, which premiered in UAE cinemas. It transformed the brand’s iconic ‘Life’s Good’ philosophy into an interactive celebration of human connection through AI-powered music creation. The campaign centred on […]

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Ten WhatsApp marketing stats that might surprise marketers

Shantelle Nagarajan — Fri, 02 May 2025 09:57:07 +0000

WhatsApp marketing is on the rise with major brands like Helman’s, Persil, Netflix and KLM, to name a few, adopting the platform into their marketing strategy. Studies have shown that in the Middle East, 76 per cent of users actually prefer purchasing from brands that are on WhatsApp. In 2025, the number of businesses marketing […]

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International Women’s Day 2025: A seat at the table – a checkbox or a reality?

Anup Oommen — Fri, 07 Mar 2025 04:20:29 +0000

This year, as we mark International Women’s Day, we take a moment to pause, reflect and take cognizance of how far the region’s brand and marketing industry has come in terms of not only offering women a seat at the table, but also agency to voice their thoughts and contribute constructively to the evolving industry. […]

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Lights, camera, action, by Action UAE’s Euan Megson

Sofia Serrano — Tue, 28 Sep 2021 06:02:51 +0000

With the Middle East Public Relations Association (MEPRA) readying to mark its 20th anniversary in November, agencies operating in the region’s complex communications sector continue to navigate a period of relentless change and challenges. In tandem with the daily evolution of MENA’s traditional media landscape, the region is home to social media consumption rates that […]

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