brief Archives - Campaign Middle East https://campaignme.com/tag/brief/ Thu, 18 Jun 2026 06:01:33 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://campaignme.com/wp-content/uploads/cropped-Campaign_512-32x32.png brief Archives - Campaign Middle East https://campaignme.com/tag/brief/ 32 32 The creator economy level-up https://campaignme.com/the-creator-economy-level-up/ Thu, 11 Jun 2026 09:19:38 +0000 https://campaignme.com/?p=123264 Creator marketing in the Middle East is entering a more demanding phase. The conversation is no longer only about reach, visibility or the number of followers a creator can bring to a campaign. Senior marketers, agency leaders and creators are now asking sharper questions such as: Which creator partnerships genuinely shift consumer behaviour? How should […]

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]]> Creative leadership in the age of AI https://campaignme.com/creative-leadership-in-the-age-of-ai/ Tue, 09 Jun 2026 04:00:01 +0000 https://campaignme.com/?p=123055 Artificial intelligence (AI) is no longer a future conversation for the creative industry. It has already arrived in the brief, the mood board, the first draft of copy, the storyboard, the deck, and, quite often, in the client’s first question: “Can we do this faster?” In Saudi Arabia, this conversation feels more urgent. The Kingdom […]

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]]> Luma launches Luma Agents powered by unified intelligence for creative work https://campaignme.com/luma-launches-luma-agents-powered-by-unified-intelligence-for-creative-work/ Fri, 06 Mar 2026 14:00:07 +0000 https://campaignme.com/?p=117384 Luma, which recently opened a dedicated office in Riyadh, Saudi Arabia, has launched Luma Agents, a new class of AI collaborators capable of executing end-to-end creative work across text, image, video and audio. Designed for agencies, marketing teams, studios and enterprise organisations who aspire to scale creative output without sacrificing quality, Luma Agents maintain full […]

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]]> Fixing the broken brief and building better partnerships for growth https://campaignme.com/fixing-the-broken-brief-and-building-better-partnerships-for-growth/ Tue, 10 Feb 2026 04:54:55 +0000 https://campaignme.com/?p=115971 It’s 4:30pm on a Friday. The Sonos is playing Raye in the background, and a couple of planners are discussing Supersnake’s next set at Sirene. I make a mental note: Next time I head to J1 Beach – book early; I’m not begging for an available pool bed again. The daze breaks. The growth team […]

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]]> Is strategy more than a slide factory? https://campaignme.com/is-strategy-more-than-a-slide-factory/ Mon, 03 Nov 2025 05:30:03 +0000 https://campaignme.com/?p=111187 Once upon a time, as all good stories start, a strategist’s job used to be scripted in neat lines: find insights, brief the work, set the course, spark the magic, and measure the echo of the strategy. But then, the plot thickened, the stage stretched, the costumes multiplied, and expectations expanded to everything from product […]

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]]> Why feedback is your biggest flex in an industry that’s levelling up https://campaignme.com/why-feedback-is-your-biggest-flex-in-an-industry-thats-levelling-up/ Tue, 06 May 2025 06:40:56 +0000 https://campaignme.com/?p=101833 And it arrives: the long-awaited media request for proposal (RFP) hits our inbox. It starts with a humble request – registering on portals that feel more complex than applying for a trip on SpaceX. Filled out the stack of forms? Check. Clauses you can vaguely understand but absolutely have to agree with? Check. All this […]

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]]> UAE Cannes Young Lions judge: ‘It’s about solving problems, not just ‘cool’ ideas’ https://campaignme.com/uae-cannes-young-lions-judge-its-about-solving-problems-not-just-cool-ideas/ Thu, 06 Mar 2025 04:40:45 +0000 https://campaignme.com/?p=97445 I was recently invited to judge the Digital Category of the 2025 UAE Cannes Young Lions competition, organised by Motivate Media Group and Motivate Val Morgan, the official representatives of Cannes Lions in the UAE, and powered by Getty Images. The challenge was to develop an innovative digital campaign that addresses a specific brief with […]

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]]> Dubai Lynx competitions call for students to lead the change in creative marketing https://campaignme.com/dubai-lynx-competitions-call-for-students-to-lead-the-change-in-creative-marketing/ Tue, 24 Sep 2024 09:53:16 +0000 https://campaignme.com/?p=89944 Dubai Lynx has opened applications for its students competitions, hosted in partnership with Ad Net Zero, which will offer students aged 18 to 25 in the MENA region the opportunity to lead the change within the creative marketing landscape and gain a strong foothold in the highly competitive brand, marketing, advertising, and creative job market. […]

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]]> Ditch the brief – by Create Group’s Matt Fortune https://campaignme.com/ditch-the-brief-by-create-groups-matt-fortune/ Wed, 05 Apr 2023 06:14:08 +0000 https://campaignme.com/?p=59447 When influencers surpassed all other forms of advertising as the de-facto amplification tool of choice, it was because brands had lost faith in their own ability to have meaningful conversations with their consumers. So why have we reached a point where the project management of a singular influencer output can exceed the resource allocation of […]

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]]> Audience Collective Middle East wins Al Ain Farms marketing brief https://campaignme.com/audience-collective-middle-east-wins-al-ain-farms-marketing-brief/ Mon, 24 Oct 2022 11:00:50 +0000 https://campaignme.com/?p=54307 United Arab Emirates’ largest integrated local dairy company, Al Ain Farms has Audience Collective Middle East to handle the marketing strategy to support the launch its new lactose-free dairy range to the UAE market. The latest partnership further strengthens the marketing agency’s client portfolio with hubs across the globe, which already include Bateel, University of […]

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