Brand loyalty Archives - Campaign Middle East

Luxury marketing: Earn your place beyond borrowed belonging

Anup Oommen — Tue, 09 Jun 2026 09:01:06 +0000

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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In a crisis, brands reveal who they really are

Hiba Faisal — Fri, 22 May 2026 11:27:08 +0000

The US-Iran tensions sent shockwaves far beyond the news cycle. Tourism slowed. Footfall dropped. The high-spending international visitor that so many UAE brands had built their entire customer strategy around, simply wasn’t here. And in that absence, something became very clear, very fast. The brands that were fine didn’t get lucky. They got there early. […]

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العشرة – An ‘untranslatable’ word in a Magix social experiment translates into 125.2 million views

Anup Oommen — Tue, 12 May 2026 10:50:27 +0000

Magix, Morocco’s leading laundry brand and part of the Mutandis Group, has revealed details about its Ramadan 2026 campaign, which was carried out in partnership with Casablanca’s Brainbow Agency, and released in the form of a brand film and a five-episode unscripted, social experiment. Celebrating its 20th anniversary in Moroccan households, Magix gave the agency […]

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Ready or not? Three shifts redefining brand building

Anup Oommen — Mon, 20 Apr 2026 04:00:42 +0000

There is a particular kind of clarity that only arrives in adversity. The past 8-10 weeks across the region have been difficult for many businesses — tightened budgets, nervous clients, deferred decisions and an industry-wide reshuffle of ad budgets.. Agencies have felt it. Some have shrunk and a few are on leave until summer. I […]

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How wholesalers and private labels are eating FMCG brands alive

Ishwari Khatu — Mon, 29 Dec 2025 12:03:21 +0000

There’s a dangerous misconception spreading across FMCG boardrooms in the region. That wholesalers and private labels are a temporary problem. That consumers are “just trading down.” That once economic pressure eases, loyalty will magically return. It won’t. What we’re witnessing across MEA – especially in markets like Saudi Arabia – is not a dip. It’s […]

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Healing through connection: New era of healthcare communication

Ishwari Khatu — Mon, 29 Dec 2025 11:01:08 +0000

Two decades ago, healthcare communication operated within a narrow scope. Marketing was viewed largely as a business development function, centred on relationships, referrals and service promotion. Patient-facing communication was factual, clinical, and transactional, designed to inform rather than influence emotion or build a connection. Today, this landscape has transformed entirely. The modern healthcare consumer is […]

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Building loyalty beyond transactions

Anup Oommen — Mon, 03 Nov 2025 08:24:07 +0000

The most successful brands in hospitality today are not just building transactions; they are building trust. In a world where consumer expectations shift by the hour and where attention spans are short but the competition list is long, the brands that win on customer loyalty are those that combine strategy, culture and customer experience into […]

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Podcast: ADNOC Distribution’s Jacqueline Elboghdadi on an iconic ‘gourmet’ rebrand

Anup Oommen — Fri, 03 Oct 2025 12:41:50 +0000

On the latest episode of Campaign Middle East’s On The Record podcast, Jacqueline Elboghdadi, Chief Marketing Officer, ADNOC Distribution reveals exclusive details about the comprehensive re-launch of its iconic ADNOC Oasis fuel and convenience retailer brand to ‘Oasis by ADNOC.’ Reiterating the iconic Emirati brand’s 50 years of heritage in the UAE, Elboghdadi dives into the brand’s […]

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AED 500,000 hook: Holo UAE campaign drives leads, engagement, brand affinity

Anup Oommen — Thu, 25 Sep 2025 05:06:28 +0000

Holo, a proptech company and digital home-buying platform based in the MENA region, has launched an integrated, omnichannel campaign to position the brand as the region’s go-to digital destination for homeownership. The goal of the Holo campaign wasn’t merely to make noise; it was to deliver measurable impact. As such, the brand set out a […]

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Wake up and smell the coffee, marketers say

Anup Oommen — Fri, 29 Aug 2025 13:30:17 +0000

Marketers have spoken: Coffee raves are more than just a passing fad. In an outcome-oriented market where advertisers are attempting to connect commerce to culturally attuned consumers demanding memorable experiences, coffee raves are becoming the marketing strategy of choice. Everyone who has attended one of these brand-led coffee raves attests to its effectiveness – the […]

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