Brand Focus Archives - Campaign Middle East https://campaignme.com/tag/brand-focus/ Wed, 03 Jun 2026 10:32:48 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://campaignme.com/wp-content/uploads/cropped-Campaign_512-32x32.png Brand Focus Archives - Campaign Middle East https://campaignme.com/tag/brand-focus/ 32 32 Premiumisation 2.0: Creating value in a polarising GCC beauty market https://campaignme.com/premiumisation-2-0-creating-value-in-a-polarising-gcc-beauty-market/ Wed, 03 Jun 2026 10:32:48 +0000 https://campaignme.com/?p=122846 The beauty market across the GCC continues to expand, fuelled by rising disposable incomes and a growing focus on beauty and wellness. But beneath this growth lies a powerful shift in consumer behaviour: a widening divide in how people choose to spend on beauty. Today’s beauty market is increasingly polarising. On the one hand, consumers […]

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]]> The next saudi transformation won’t be digital; it will be resilient https://campaignme.com/the-next-saudi-transformation-wont-be-digital-it-will-be-resilient/ Thu, 14 May 2026 07:05:30 +0000 https://campaignme.com/?p=121984 For the better part of the last decade, digital transformation has been the language of progress. Then Covid made it urgent. Companies had to move fast. Customer journeys shifted online. Operations were reworked and business models had to adapt under pressure. In that moment, transforming digitally was not simply an ambition; it was how businesses […]

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]]> Dubai Culture: Storytelling rooted in culture https://campaignme.com/dubai-culture-storytelling-rooted-in-culture/ Fri, 10 Apr 2026 04:30:37 +0000 https://campaignme.com/?p=120272 One of the UAE’s most recognisable cultural exports began in a university classroom in Boston. A professor asked Mohammed Saeed Harib to create characters drawn from his own culture. His grandfather’s generation had been pearl divers, and those adventures were already widely discussed. The grandmothers, however, had received far less attention. They were the ones […]

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]]> Why cultural localisation is becoming essential to brand storytelling in the Middle East https://campaignme.com/why-cultural-localisation-is-becoming-essential-to-brand-storytelling-in-the-middle-east/ Mon, 23 Mar 2026 09:30:02 +0000 https://campaignme.com/?p=118006 One of the UAE’s most recognisable cultural exports began in a university classroom in Boston. A professor asked Mohammed Saeed Harib to create characters drawn from his own culture. His grandfather’s generation had been pearl divers, and those adventures were already widely discussed. The grandmothers, however, had received far less attention. They were the ones […]

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]]> Human advantage: the only one that counts https://campaignme.com/human-advantage-the-only-one-that-counts/ Fri, 13 Mar 2026 11:59:19 +0000 https://campaignme.com/?p=117763 Teams spent weeks analysing customer behaviour. Campaigns were launched based on incomplete information. Optimisation happened slowly, often after opportunities had already passed. Why? The truth is that the bottleneck was never creative. It was processing – processing data; processing feedback; and processing decisions. Artificial intelligence (AI) removed that bottleneck. What once took weeks takes seconds […]

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]]> How AI is reshaping the economics of marketing https://campaignme.com/how-ai-is-reshaping-the-economics-of-marketing/ Fri, 13 Mar 2026 07:30:48 +0000 https://campaignme.com/?p=117740 Artificial intelligence is not just changing marketing. It is changing the economics of marketing. For the past few years, our industry has been fixated on AI as an efficiency lever – the margin point glint in the CFO’s eye. That is the wrong starting point. We know the answer to the question: Can AI make […]

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]]> The pursuit of efficiency https://campaignme.com/the-pursuit-of-efficiency/ Thu, 12 Mar 2026 11:58:13 +0000 https://campaignme.com/?p=117727 I still remember sitting in a boardroom in Jeddah two years ago, watching a colleague marketing director present a campaign that had taken his team six weeks to concept. Today, that same team generates fifty variations of creative in six minutes. The room celebrates the speed. I wonder what we’ve lost along the way. Across […]

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]]> The future of marketing belongs to the brave https://campaignme.com/the-future-of-marketing-belongs-to-the-brave/ Wed, 11 Mar 2026 04:00:01 +0000 https://campaignme.com/?p=117601 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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]]> The rise of quiet branding https://campaignme.com/the-rise-of-quiet-branding/ Mon, 09 Mar 2026 11:19:53 +0000 https://campaignme.com/?p=117501 For decades, marketing was built around reach. It’s been about the biggest billboard, the loudest TV spot and the most visible logo. The logic was simple: if enough people saw you, enough people would buy from you. Today, that equation is changing, especially across the MENA region. The shift is not just from offline to […]

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]]> Meaning over metrics https://campaignme.com/meaning-over-metrics/ Mon, 09 Mar 2026 05:54:18 +0000 https://campaignme.com/?p=117478 As we enter the third month of 2026, marketing in the Middle East is also entering a defining new chapter. This shift has been building over the past few years; technology has advanced at full throttle, consumers have become increasingly selective and retail has evolved far beyond transactions. Today, the region is one of the […]

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