context Archives - Campaign Middle East https://campaignme.com/tag/context/ Sun, 31 May 2026 19:31:52 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://campaignme.com/wp-content/uploads/cropped-Campaign_512-32x32.png context Archives - Campaign Middle East https://campaignme.com/tag/context/ 32 32 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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]]> How brands can win the FIFA World Cup beyond the broadcast https://campaignme.com/how-brands-can-win-the-fifa-world-cup-beyond-the-broadcast/ Thu, 07 May 2026 05:00:40 +0000 https://campaignme.com/?p=121636 In less than two months, the first 48-team FIFA World Cup kicks off across the US, Canada and Mexico. For broadcasters, it will be the largest tournament ever staged. For brands, it will be something else: the most fragmented one. Because the match is no longer where the audience lives. The experience now unfolds around […]

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]]> From the Editor’s Desk: April 2026 – ‘Not fear, but faith’ https://campaignme.com/from-the-editors-desk-april-2026-not-fear-but-faith/ Fri, 10 Apr 2026 09:20:05 +0000 https://campaignme.com/?p=120291 Over the first week of April, several industry leaders have pointed us back to the highlighted quotes within our previous editor’s letters, which read “Lead with empathy as a strategy, not a slogan,” and “You matter”. When those letters were written, we did not expect to move into such a surreal time. Yet, those statements […]

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]]> The influencer illusion: The Middle East has a scale problem, not an influence one https://campaignme.com/the-influencer-illusion-the-middle-east-has-a-scale-problem-not-an-influence-one/ Thu, 09 Apr 2026 07:20:03 +0000 https://campaignme.com/?p=120002 If you walked out of the 1 Billion Followers Summit earlier this year, you’d think the future of influencer marketing had already been decided. Creators are the new media. Influence is the new currency. Scale is everything. On stage, it all makes sense – In reality, it’s a lot messier. Despite the explosion of the […]

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]]> Augmented intelligence: Substance and strategy > speed and scale https://campaignme.com/augmented-intelligence-substance-and-strategy-speed-and-scale/ Thu, 12 Mar 2026 15:49:27 +0000 https://campaignme.com/?p=117665 Let’s get the artificial intelligence (AI) fundamentals out of the way before the deep dive: What comes to mind when “AI-augmented marketing” is spoken out loud? If the words speed, scale and shortcuts are the unspoken mental response, it’s time to pause. The problem with speed is that it’s not quite the same as direction. […]

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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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]]> The role of agentic AI in neuro-contextual advertising https://campaignme.com/the-role-of-agentic-ai-in-neuro-contextual-advertising/ Wed, 04 Mar 2026 10:00:55 +0000 https://campaignme.com/?p=117220 Across the GCC, digital consumption continues to accelerate, from premium streaming and social platforms to online news and long-form content. At the same time, advertisers face rising pressure to operate faster, smarter and more responsibly. In markets like Saudi Arabia and the UAE, more than 80 per cent of organisations feel urgency to adopt AI […]

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]]> The year ahead for measurement that matters https://campaignme.com/the-year-ahead-for-measurement-that-matters/ Fri, 06 Feb 2026 04:05:27 +0000 https://campaignme.com/?p=115781 In nearly every strategy meeting I’ve sat through, the conversation eventually lands in the same place. How well are we performing? To answer that we turn to engagement rates, reach and cost per thousand ad impressions (CPMs) – tangible proof that what we’re doing is working. When there is a breaking news story or international […]

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]]> Digital Essays 2025: Online just went outdoors https://campaignme.com/digital-essays-2025-online-just-went-outdoors/ Tue, 16 Dec 2025 03:00:18 +0000 https://campaignme.com/?p=113214 What once lived on screens and servers now lives in streets, malls and metros. The algorithms that power online ads are no longer trapped behind glass; they’ve stepped into the real world, illuminating the city itself. Every screen around us, from the phone in your hand to the billboard above your head, is now part […]

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]]> AI in e-commerce: Redefining personalisation in the age of predictive intelligence https://campaignme.com/ai-in-e-commerce-redefining-personalisation-in-the-age-of-predictive-intelligence/ Tue, 09 Dec 2025 04:30:23 +0000 https://campaignme.com/?p=112894 The e-commerce landscape has evolved far beyond its early days of static recommendations and simple cross-sell logic.  What was once a transactional environment — customers search, brands respond — has transformed into a deeply intelligent, predictive ecosystem where AI understands human behaviour, emotion, and context with remarkable precision. The shift isn’t just technological. It’s philosophical. […]

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