brands Archives - Campaign Middle East https://campaignme.com/tag/brands/ Mon, 08 Jun 2026 13:57:34 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://campaignme.com/wp-content/uploads/cropped-Campaign_512-32x32.png brands Archives - Campaign Middle East https://campaignme.com/tag/brands/ 32 32 Athar Awards 2026 expands entry pathways for independent agencies and brands https://campaignme.com/athar-awards-2026-expands-entry-pathways-for-independent-agencies-and-brands/ Mon, 08 Jun 2026 13:35:17 +0000 https://campaignme.com/?p=122999 Athar Awards has announced updates for its 2026 edition. A key enhancement for 2026 is the introduction of expanded entry pathways for network agencies, independent agencies and brands across nine campaign categories. The expanded structure has been designed to ensure organisations of different sizes and operating models have a clearer route to benchmark their work […]

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]]> Why do we still end ads with packshots? https://campaignme.com/why-do-we-still-end-ads-with-packshots/ Mon, 08 Jun 2026 07:00:47 +0000 https://campaignme.com/?p=123048 Whenever an advertisement ends with luminous packshots, I find myself returning to the same question: why does this convention still persist? In a marketplace where consumers can discover, compare and purchase products within seconds, the final product reveal often feels less like a strategic necessity and more like an inherited ritual. For an industry that […]

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]]> SMC Media inks strategic deal with TikTok to become official ad partner in KSA & Egypt https://campaignme.com/smc-media-inks-strategic-deal-with-tiktok-to-become-official-ad-partner-in-ksa-and-egypt/ Fri, 05 Jun 2026 05:00:03 +0000 https://campaignme.com/?p=122958 SMC Media, the media and advertising arm of SMC Group, has revealed a strategic partnership with TikTok, the leading global platform for short-form mobile video, under which SMC Media becomes the official advertising partner for TikTok in the Kingdom of Saudi Arabia (KSA) and the Arab Republic of Egypt. The partnership reflects the shared commitment […]

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]]> Sitecore acquires Scrunch to help brands influence AI discovery and buying decisions https://campaignme.com/sitecore-acquires-scrunch-to-help-brands-influence-ai-discovery-and-buying-decisions-in-the-ai-search-era/ Fri, 05 Jun 2026 04:00:45 +0000 https://campaignme.com/?p=122976 Sitecore has acquired Scrunch, an AI customer experience platform that helps brands understand and improve how they appear in AI search. The acquisition comes as large language models and AI-generated answers dominate the digital landscape where buyers research solutions, compare options, and decide what deserves their attention and money. To compete, companies must continuously create, […]

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]]> Brands winning at discovery are not playing by the old rules https://campaignme.com/brands-winning-at-discovery-are-not-playing-by-the-old-rules/ Thu, 04 Jun 2026 08:18:06 +0000 https://campaignme.com/?p=122922 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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]]> If social media didn’t exist, would your brand still connect? https://campaignme.com/if-social-media-didnt-exist-would-your-brand-still-connect-and-build-customer-experience/ Thu, 04 Jun 2026 05:56:33 +0000 https://campaignme.com/?p=122885 Customer experience today sits somewhere between relevance, connection, community, visibility and memory. From a customer’s perspective, people are constantly asking themselves: What’s new here? What makes this memorable? Do I feel part of something bigger? Would this experience stay with me beyond the moment itself? From a brand’s perspective, the challenge is completely different. How […]

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]]> Dubai-based Amphora Marketing expands global footprint with launch in Spain https://campaignme.com/dubai-based-amphora-marketing-explans-global-footprint-with-launch-in-spain/ Wed, 03 Jun 2026 05:50:59 +0000 https://campaignme.com/?p=122812 Dubai-based architecture and design (A&D)-focused marketing consultancy Amphora has officially launched in Spain. The expansion marks a significant milestone as the firm bridges its extensive Middle Eastern expertise with Europe’s dynamic design market. Founded in 2023 by Spanish entrepreneur and marketing consultant Miriam Llano, Amphora has quickly established itself as one of the few agencies […]

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]]> Burson research highlights gap between visibility and believability in generative engine optimisation https://campaignme.com/burson-research-highlights-gap-between-visibility-and-believability-in-generative-engine-optimisation/ Tue, 02 Jun 2026 12:46:07 +0000 https://campaignme.com/?p=122779 Burson, the global communications agency purpose-built to create value for clients through reputation, has released The Credibility Paradox, a new report showing that there is a variance in how AI-generated answers about brands and companies are believed by audiences. The original research and findings advance the conversation around generative engine optimisation (GEO) from a technical […]

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]]> Cognitive friction: why serious brands need uncomfortable editorial environments https://campaignme.com/cognitive-friction-why-serious-brands-need-uncomfortable-editorial-environments/ Mon, 01 Jun 2026 06:00:52 +0000 https://campaignme.com/?p=122665 Since the escalation of the Iran conflict, conversations with brands and advertisers across the Gulf changed almost overnight. “We’re pausing everything until this settles down.” “Maybe after the regional situation improves.” “I think we revisit this when there’s a more positive news environment.” “Why push my brand out there into a sea of negativity? Won’t […]

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]]> Campaign Market Minds: CMO Round Table | Why sports marketing must grow up, not only bigger https://campaignme.com/campaign-market-minds-cmo-round-table-why-sports-marketing-must-grow-up-not-only-bigger/ Wed, 27 May 2026 05:00:57 +0000 https://campaignme.com/?p=122623 Sports marketing in the Middle East has been witnessing a lot of momentum in recent years. As it stands, the regional industry has no shortage of sports events, sponsorship plays, intellectual property (IP), naming rights, content distribution, endorsements, media productions and rights management, omnichannel fan engagement platforms and conversations around local talent and women’s sports. […]

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