brand partnerships Archives - Campaign Middle East

The creator economy is maturing

Ishwari Khatu — Wed, 10 Jun 2026 06:00:12 +0000

The creator post goes live. The numbers are fine. The brand is present, the caption cleared legal and the deliverables are done. Yet, it doesn’t quite feel right. Not bad enough to flag, but not good enough to stick either. It’s just seen, then forgotten. Most people working in this industry recognise that feeling, though […]

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MMA MENA publishes a standardised influencer marketing guide

Hiba Faisal — Fri, 22 May 2026 10:59:27 +0000

The Marketing + Media Alliance MENA (MMA MENA) publishes The MENA Influencer Marketing Guide, a standardised framework for influencer performance measurement, valuation, and pricing across the Middle East and North Africa. Powered by Inflow and Montent, the guide is the inaugural output of the MMA MENA Influencer Marketing Committee and marks a significant step in […]

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A look inside The Founding Partners campaign by EWC

Hiba Faisal — Thu, 21 May 2026 13:29:25 +0000

The Esports World Cup (EWC) is one of the biggest global esports event in the world. With competitions running in 24 different games, a prize pool of $75 million and record breaking viewership numbers, it has become a defining event of the esports industry in just a few short years. Created to position the EWC […]

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Ipsos and TikTok decode what really drives creator impact

Hiba Faisal — Wed, 20 May 2026 10:23:41 +0000

Creator marketing has become one of the region’s strongest engines for brand discovery, culture, and influence. But while the channel has grown quickly, the way brands measure creator performance has often stayed too narrow. For too long, creator decisions have been shaped by the easiest signals to see: follower count, views, likes, and whether a […]

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Podcast: Coca-Cola’s Ben Sadek on brand experiences that move people and partnering with the FIFA World Cup 2026

Anup Oommen — Fri, 13 Mar 2026 05:30:41 +0000

On the latest episode of Campaign Middle East’s On The Record podcast, Ben Sadek, Lead for Sports and Entertainment Partnerships — Middle East, The Coca-Cola Company, makes the case for brand experiences that move people and make a difference, both globally and locally. Sadek reveals how sports and entertainment is deeply ingrained into Coca-Cola’s DNA, with a history […]

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Imfluence appoints Jamil Adas as Head of Brand Partnerships

Ishwari Khatu — Mon, 22 Dec 2025 07:15:19 +0000

Imfluence, the influencer marketing and social media agency operating under IM Media Group, has appointed Jamil Adas as Head of Brand Partnerships. The appointment reflects the company’s focus on building more structured and scalable creator collaborations as the influencer marketing landscape becomes increasingly complex. As influencer marketing continues to mature, the expectations placed on brand–creator […]

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Saudi Arabia’s creative house Habbar ventures into film marketing

Anup Oommen — Wed, 26 Nov 2025 08:32:09 +0000

Saudi-based creative house Habbar is making an official push into film marketing, a strategic expansion that highlights the swift transformation of Saudi Arabia’s film industry and the agency’s increasing impact within it. For more than a decade, Habbar has been one of the Kingdom’s most culturally fluent creative engines, shaping campaigns that consistently resonate with […]

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Apex Legends at the Esports World Cup 2025: What makes a brand activation click

Ishwari Khatu — Tue, 12 Aug 2025 04:30:53 +0000

The 2025 Esports World Cup (EWC) in Riyadh brings together more than 1,500 players across multiple games to compete for one of esports’ largest prize pools. Apex Legends is spotlighting its ALGS Midseason Playoffs, with 40 teams competing for $2mn. Amid this global competition, brands have a prime opportunity to build meaningful connections with the […]

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Cannes Lions 2025 partners with Creator North to celebrates Arab content creators for the first time

Hiba Faisal — Thu, 26 Jun 2025 08:12:13 +0000

In a milestone for global content creators representation, the 71st Cannes Lions festival has featured Arab digital content creators in its official programme since adding the content creators track. This milestone resulted from a strategic partnership between Cannes Lions and Creator North; the consultancy agency helping to facilitate the Arab creator economy’s global ascent. This […]

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Maaden rebrand makes mining cool, contemporary focused on talent and tech

Anup Oommen — Tue, 13 May 2025 06:30:21 +0000

Maaden, formerly known as the Saudi Arabian Mining Company, which is one of the largest multi-commodity mining and metals company in the Middle East and one of the fastest-growing mining companies in the world, has marked the start of a new chapter by unveiling its new brand and visual identity. The new brand aims to […]

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