Alix Petit Archives - Campaign Middle East https://campaignme.com/tag/alix-petit/ 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 Alix Petit Archives - Campaign Middle East https://campaignme.com/tag/alix-petit/ 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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]]> The time for luxury to change perspective has come https://campaignme.com/the-time-for-luxury-to-change-perspective-has-come/ Thu, 26 Feb 2026 14:15:41 +0000 https://campaignme.com/?p=116960 After 20 years living and breathing luxury fashion as the founder and former CEO of Heimstone Paris, I’ve seen the industry at its highest, and I’ve watched consumer desire shift while the industry struggled to adapt. Beyond the explanations we keep recycling – China slowing down, global inflation, the end of a cycle – I […]

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]]> The Refreshment Club appoints Alix Petit as CEO for Dubai, Paris https://campaignme.com/the-refreshment-club-appoints-alix-petit-as-ceo-for-dubai-paris/ Wed, 28 Jan 2026 07:52:54 +0000 https://campaignme.com/?p=115190 The Refreshment Club, an independent creative and strategic agency founded in Paris, has appointed Alix Petit as Chief Executive Officer for it Dubai and Paris offices. Founded in 2019 by Onur Kece, the appointment comes off the back of The Refreshment Club’s expansion to the Middle East and North Africa in September of 2025. With […]

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]]> Elie Saab, The Refreshment Club solve luxury marketing challenge with AI https://campaignme.com/elie-saab-the-refreshment-club-solve-luxury-marketing-challenge-with-ai/ Tue, 09 Sep 2025 06:42:37 +0000 https://campaignme.com/?p=108222 Lebanon’s Elie Saab has entered the Indian bridal market with a launch campaign brought to life by creative agency The Refreshment Club, which recently launched its MENA hub with an office in Dubai.  The campaign’s objective was to create a buzz around the brand’s debut in the market. It was centred on a unique Rani […]

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]]> Paris creative agency The Refreshment Club to launch MENA hub in Dubai https://campaignme.com/paris-creative-agency-the-refreshment-club-to-launch-mena-hub-in-dubai/ Thu, 07 Aug 2025 05:00:04 +0000 https://campaignme.com/?p=106455 Founded in Paris in 2019,  creative agency The Refreshment Club is set to officially open its Middle East hub with an office in Dubai in September 2025. The creative agency – whose work spans across communication, brand, and platform design for a new generation of luxury and lifestyle brands – will look to enable closer […]

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