Audience Archives - Campaign Middle East

Brands winning at discovery are not playing by the old rules

Anup Oommen — Thu, 04 Jun 2026 08:18:06 +0000

Think about how you make decisions today. Chances are you are not relying on just one source. You might start with social media, see what people are saying in the comments, ask ChatGPT, check a creator’s recommendation and then decide. Discovery has become fragmented. And for brands, that changes everything. Early in my communications career, […]

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Luma AI’s Jason Day on how agentic AI is remaking the creative process of marketing

Anup Oommen — Fri, 13 Mar 2026 12:30:17 +0000

Agentic AI is remaking the strategic and creative process within marketing from the inside out. This is not a ‘nice-to-have’ plug-and-play tool that only improves efficiency; it is a holistic reformation of how end-to-end marketing workflows operate – from ideation, conception and exploration to adaptation, iteration and how the message is shipped and optimised for […]

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The future of marketing belongs to the brave

Anup Oommen — Wed, 11 Mar 2026 04:00:01 +0000

Safe marketing will most likely fail. It has slim chances to grab attention and cut through the noise. Successful marketing hinges on taking creative risks; calculated risks. Over the past years, our Saudi market has been experiencing unparalleled growth led by the ambition of Vision 2030. According to Saudi Arabia’s Ministry of Economy and Planning, […]

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Here’s how news media is adapting to a changing world

Anup Oommen — Mon, 02 Mar 2026 07:55:38 +0000

The news cycle for 2026 has started at lightning pace. In the first two months of the year, there has been multiple elections around the world, seismic moves in geopolitics and the global markets, climate stories and a packed business news agenda, particularly in the field of technology and AI. There is audience appetite for […]

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Bold bets: Marketers and industry leaders share focus areas for 2026

Anup Oommen — Wed, 11 Feb 2026 10:38:05 +0000

After 12 months of testing, experimenting, and trying out new platforms, technologies and tools in search of better outcomes, client-side marketers and industry leaders are now calling for 2026 to be a year of focus. Some of the most respected voices across the brand and marketing landscape speak to Campaign Middle East about turning away […]

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BackLite Media introduces The Helix: A connected DOOH network along Sheikh Zayed Road

Anup Oommen — Fri, 06 Feb 2026 13:10:44 +0000

BackLite Media, a leading out-of-home (OOH) media company across the UAE and the UK, has introduced The Helix, a connected digital-out-of-home (DOOH) network designed to deliver scale with intent across Sheikh Zayed Road, one of Dubai’s most influential urban corridors. Sheikh Zayed Road defines how Dubai moves, a single stretch where business, culture and everyday life intersect. […]

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C2 Comms captures ‘The Symphony Within’ for UAE National Orchestra

Anup Oommen — Wed, 04 Feb 2026 07:45:38 +0000

C2 Comms has launched “The Symphony Within,” a brand film for the UAE National Orchestra that captures the profound connection between musicians and their audience. The campaign explores the moment when performance transcends the stage, dissolving borders between 100 musicians from 35 nations and their audience into a single, shared feeling of pride and belonging. […]

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Why cultural participation, not visibility, will define automotive brands in KSA

Anup Oommen — Mon, 02 Feb 2026 05:51:56 +0000

Saudi Arabia’s automotive market has reached an inflection point. Product availability, competitive pricing and feature-led messaging, once reliable drivers of growth, are no longer enough to secure brand preference. As the market matures and consumer choice expands, brands are being held to a higher standard: cultural relevance. This shift is being driven by a younger, […]

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Digital Essays 2025: Seen across every screen

Anup Oommen — Tue, 16 Dec 2025 05:20:28 +0000

Globally, the lines between TV, streaming and digital video have blurred and, honestly, in MENA, they might have disappeared completely. People here aren’t thinking about platforms; they’re chasing stories. From YouTube on mobile, to connected TV (CTV) in the living room, to that 2 AM reel a friend sends, it’s all just video now. This […]

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Sports marketing isn’t just another service, it’s a culture

Shantelle Nagarajan — Mon, 15 Dec 2025 12:49:34 +0000

Too often, sports marketing is treated as an add-on. Something to activate when a sponsorship deal lands or a big event appears on the calendar. But sports is not a seasonal opportunity or a vertical on an org chart. It is a living, breathing culture. To work in sports is to understand the emotion behind […]

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