brands Archives - Campaign Middle East

Why ‘share of view’ is the new metric defining DOOH success

Ishwari Khatu — Wed, 15 Jul 2026 08:07:28 +0000

For decades, marketing executives and media planners have obsessed over share of voice. Traditionally, share of voice served as the ultimate proxy for market share of reached audiences through communication, making it the holy grail of brand awareness and market influence. But as the media landscape fragments and digital ad fatigue sets in, the conversation […]

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AlUla’s advocacy-led guidebook for destination development

Ishwari Khatu — Tue, 14 Jul 2026 10:34:16 +0000

Few have the privilege of building a destination ecosystem from scratch, particularly one as historically and ecologically rich as AlUla. Three decades of leading tourism from Dallas to Louisiana have polished my understanding of market dynamics. However, in AlUla, the rules of engagement differ. Here, growth is governed by the guardrails of responsible tourism, […]

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L’Oréal Middle East expands sustainable beauty offering

Shantelle Nagarajan — Mon, 29 Jun 2026 13:01:07 +0000

The third edition of the L’Oréal For the Future Summit in Dubai brought together government representatives, sustainability experts, retail partners and industry leaders to mark a decisive step in L’Oréal’s journey from ambition to accountability in the fight against climate change. As home to the regional headquarters and a market at the forefront of the […]

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Podcast: MarkApp’s Sotiris Oikonomou on contextual ads, CTV and data ownership

Anup Oommen — Mon, 29 Jun 2026 06:49:47 +0000

The cookie debate has become one of the industry’s longest-running weather reports. Every few months, the clouds gather, someone predicts a storm, and the market responds with a mix of urgency and hesitation: some run towards contextual advertising in the rain, others stay under the shrinking shelters of third-party cookies, while many stand somewhere in […]

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The bounce-back reflex: comms after a crisis in Lebanon

Ishwari Khatu — Wed, 24 Jun 2026 12:00:12 +0000

There is a moment, usually just days after a crisis subsides, when something almost inexplicable happens in Lebanon. The streets are still dusty. The headlines are still grim. And yet, somewhere, a brief is being written, a campaign is being conceived, a brand is quietly asking: “how do we speak to people right now?” I […]

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When the customer becomes brands’ biggest marketer

Ishwari Khatu — Mon, 22 Jun 2026 09:49:18 +0000

Brands spend millions of dollars on advertising every year in order to catch your attention. They launch campaigns, purchase media, create content, sponsor events and search for new ways to reach audiences. Your assumption is simple: if people see your message, then they are more likely to make a behaviour change. For decades, this was […]

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The Gerety Awards Jury Room Insights: What makes creative work worth awarding?

Anup Oommen — Thu, 18 Jun 2026 13:00:46 +0000

The Gerety Awards 2026 – named after Mary Frances Gerety, the copywriter who in 1948 coined the slogan “A diamond is forever” and the only globally renowned awards programme with an all-female jury of respected leaders and subject matter experts – has revealed the completion of its MEA jury deliberations. Sessions are held around the world, […]

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Why Middle East brands must earn belonging, not claim it

Shantelle Nagarajan — Wed, 17 Jun 2026 07:49:10 +0000

There was a time when brands were appreciated simply for making the effort to show up. A Ramadan film, a National Day message, a few local references, a family gathering, a familiar soundtrack, a desert landscape, a skyline or a line in Arabic were often enough to signal that a brand was paying attention to […]

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MMG Group reveals strategic expansion across creative services, artist representation

Anup Oommen — Tue, 16 Jun 2026 13:35:09 +0000

MMG Group has revealed a major evolution in its business model. Through its two core divisions, MMG Art Production and MMG Artists, the company is strengthening its integrated creative, marketing, production and talent representation capabilities to better serve premium brands, artists, and creative partners across the UAE, GCC, and Europe. As part of this evolution, […]

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Is it too late to plan your FIFA World Cup campaign?

Anup Oommen — Wed, 10 Jun 2026 09:53:42 +0000

It’s almost time once again for the greatest show on earth: The FIFA World Cup 2026. With just a few days to go until kick off in Mexico City, it’s still not too late for your brand to capitalise on the upcoming festival of football. This will be the biggest World Cup in history. A […]

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