co-creation Archives - Campaign Middle East https://campaignme.com/tag/co-creation/ Mon, 18 May 2026 14:49:43 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://campaignme.com/wp-content/uploads/cropped-Campaign_512-32x32.png co-creation Archives - Campaign Middle East https://campaignme.com/tag/co-creation/ 32 32 Deconstructing a launch that went from a ‘Royal Pop’ to a ‘Royal Flop’ https://campaignme.com/deconstructing-a-launch-that-went-from-a-royal-pop-to-a-royal-flop/ Mon, 18 May 2026 14:30:33 +0000 https://campaignme.com/?p=122132 For the last few weeks, every fifth reel seemed to feature a leaked render of the upcoming Swatch x Audemars Piguet collaboration: the ‘Royal Pop’ launch. AI-generated mock-ups flooded TikTok, Reddit, watch forums and group chats. As a watch enthusiast, I too found myself stopping on the concocted Bioceramic Royal Oaks, Neon Royal Oaks and […]

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]]> From the Editor’s Desk: Feb 2026 – ‘Is the focus really on people?’ https://campaignme.com/from-the-editors-desk-feb-2026-is-the-focus-really-on-people/ Wed, 11 Feb 2026 13:15:07 +0000 https://campaignme.com/?p=116082 Now that the industry has pulled through the first month of 2026 – wait, wow! Has it only been a month? It feels like three – it’s worth asking some crucial questions: Has anything changed for the better this year or is it just more of the same? If something’s got to give, what should? […]

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]]> IPX, Experience 11 partner to connect with Hallyu, K-pop fans in the UAE https://campaignme.com/ipx-experience-11-partner-to-connect-with-hallyu-k-pop-fans-in-the-uae/ Mon, 09 Feb 2026 05:00:17 +0000 https://campaignme.com/?p=115866 IPX, the powerhouse behind global Korean brands such as LINE FRIENDS, has established its first-ever Middle East partnership with Experience 11, a leader in cultural commerce collaborations. Experience 11 is the anime and IP business of K11 by AC, a global cultural brand founded by renowned Hong Kong entrepreneur Adrian Cheng. With extensive art and […]

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]]> HAVAS Red’s Global CEO, Middle East CEO discuss what matters most to Gen Z https://campaignme.com/havas-reds-global-ceo-middle-east-ceo-discuss-what-matters-most-to-gen-z/ Wed, 14 Jan 2026 14:45:41 +0000 https://campaignme.com/?p=114389 As brands begin to take giant strides into 2026, a key area of focus is now: Gen Z, the demographic cohort born between 1997 and 2012, currently aged 14 to 29 years old. This is a generation that not only has entered the workforce by storm, but also  has become a crucial consumer segment reshaping […]

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]]> Sports marketing: The culture of play https://campaignme.com/sports-marketing-the-culture-of-play/ Mon, 15 Dec 2025 11:08:32 +0000 https://campaignme.com/?p=113155 As a lifelong football fan, I’ve always been obsessed with the emotion of sport. The roar of a crowd, the heartbreak of a missed chance and the way a single goal can unite millions. But today, that emotion isn’t just felt in stadiums. It’s lived out online, in TikTok edits, memes, livestream reactions and creator […]

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]]> Sports marketing: Leaders discuss a language of belonging https://campaignme.com/sports-marketing-leaders-discuss-a-language-of-belonging/ Mon, 15 Dec 2025 08:41:19 +0000 https://campaignme.com/?p=113092 Sports marketing is shifting gears. It is accelerating past traditional sponsorship plays, broadcast tie-ups, naming rights and endorsements. The old manual that mandated mere brand presence is being rewritten. Marketers are beginning to move beyond the clutter of logos plastered on sports jerseys, media walls, racing cars, virtual on-screen overlays, and banners on the perimeters […]

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]]> Six trends redefining marketing, creativity and CX, Takumi report reveals https://campaignme.com/six-trends-redefining-marketing-creativity-and-cx-takumi-report-reveals/ Mon, 15 Dec 2025 08:00:34 +0000 https://campaignme.com/?p=113159 Takumi AI, an AI-first marketing consultancy, has launched a report that explores how artificial intelligence is reshaping human behaviour, culture and decision-making globally. Titled RE:HUMAN – The 2026 AI Trends Report, the report identifies six transformative trends that will reshape how brands build trust, design experiences and create value in 2026. The study blends behavioural […]

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]]> Speed over sign-off, specificity over scale: tactical. reveals how brands win on social https://campaignme.com/speed-over-sign-off-specificity-over-scale-tactical-reveals-how-brands-win-on-social/ Wed, 05 Nov 2025 12:30:38 +0000 https://campaignme.com/?p=111360 Global creative and innovation agency tactical. has released a provocative new report at a time when brands face unprecedented competition for attention. They’re no longer just competing with each other – they’re competing with creators, memes, and millions of micro-moments on social media. The report includes detailed case studies, a brand readiness checklist, and actionable […]

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]]> The MENA Power List 2025: Havas Creative UAE’s Carlos Nadal https://campaignme.com/the-mena-power-list-2025-havas-creative-uaes-carlos-nadal/ Mon, 06 Oct 2025 07:30:12 +0000 https://campaignme.com/?p=109816 Title: Managing Director, Havas Creative UAE Years in the role: <1 year Years in the industry: More than 20 years Years in the Middle East region: 16 years Other roles / board memberships: Former SVP of Growth, Havas Middle East; Leadership across new business, village integration and transformation projects Power Essay: From gatekeepers to orchestrators […]

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]]> Emirati leaders mandate a reality check on Emirati Women’s Day https://campaignme.com/emirati-leaders-mandate-a-reality-check-on-emirati-womens-day/ Thu, 28 Aug 2025 12:57:20 +0000 https://campaignme.com/?p=107526 Emirati Women’s Day (EWD) offers brands an opportunity to spotlight local talent. Yet, too often, these campaigns reduce the opportunity to tokens and symbols, rather than turning to Emirati women as collaborators who can help brands reflect the culture, identity and values of local communities.   In a market where authenticity is increasingly under scrutiny, EWD […]

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