Craft Archives - Campaign Middle East

UGC is not a tactic; it’s the engine powering modern paid media

Anup Oommen — Tue, 09 Jun 2026 04:20:21 +0000

There’s a conversation happening in every media and marketing team right now. Cost per thousand impressions (CPMs) are rising. And yet performance is flatlining, or worse, declining. The instinct is to pour more budget into distribution. But the problem isn’t reach. It’s creative. Having spent more than a decade working with the world’s leading brands […]

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Horizon FCB represents MENA region with win at ADC Awards

Anup Oommen — Tue, 26 May 2026 06:00:21 +0000

Horizon FCB MENA is the only agency from the Middle East and North Africa (MENA) region to be recognised at this year’s Art Directors Club Annual Awards (ADC Annual Awards). Organised by The One Club for Creativity, the ADC Annual Awards is among the world’s most respected global creative competitions, now celebrating its 105th edition […]

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Saudi Report 2026: The annual work round-up

Ishwari Khatu — Fri, 15 May 2026 05:00:30 +0000

Here is Campaign Middle East’s annual round-up of selected Work from the Kingdom in its Saudi Arabia Report. This year’s selection highlights campaigns that tapped into humour, fandom, Ramadan rituals, self-expression and everyday Saudi insights to connect with audiences in culturally relevant ways. Here is the 2026 round-up of some ‘made-for-Saudi, by-Saudi’ campaigns, featuring work […]

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Serviceplan Group Global CCO offers a peek inside the Clio Awards jury rooms

Anup Oommen — Fri, 08 May 2026 03:20:45 +0000

For the past 66 years, the Clio Awards has been one of the global advertising industry’s clearest mirrors. It not only recognises creative excellence, but also reflects the values that creatives, communicators, brands and businesses cherish the most – and the resulting impact of their work on culture and communities across the world. The renowned […]

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Them Again secures clients across Saudi Arabia and the UAE

Anup Oommen — Thu, 30 Apr 2026 03:30:31 +0000

Independent creative and branding agency Them Again has reported strong growth since launching in 2024, achieving 193 per cent year-on-year (YoY) revenue growth, expanding its team across Riyadh and Dubai, and building a portfolio of high-profile clients across the region within its first two years. Operating across the GCC, the agency has quickly established itself […]

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Will the future of creativity belong to more sustainable AI pipelines?

Anup Oommen — Mon, 27 Apr 2026 06:53:47 +0000

For the past few years, artificial intelligence has been discussed in our region through two dominant lenses: excitement and fear. On one side, it has been positioned as the gateway to a more efficient, more intelligent future. On the other, it has been treated as a threat to jobs, craft, creativity, originality and human relevance. […]

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Al-Futtaim Lexus reveals seven-episode ‘Crafted with Care’ content series campaign

Anup Oommen — Thu, 23 Apr 2026 10:16:33 +0000

Al-Futtaim Lexus has revealed details about its Crafted with Care campaign, a seven-episode creator-led content series developed and launched during Ramadan 2026, designed to explore how craft and care are expressed across the UAE. Developed in partnership with Ogilvy, the series aligned Lexus design principles with cultural practices, drawing a clear connection between attention to […]

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Brave new work

Shantelle Nagarajan — Tue, 24 Mar 2026 04:00:22 +0000

There’s a quiet kind of fear going around about creative work in our industry these days. You may not always hear it directly, but you can at least sense it. In meetings, casual conversations, and in the way people talk about ‘what’s next’. It usually comes down to one question, even if no one says […]

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Creativity under pressure

Shantelle Nagarajan — Tue, 10 Mar 2026 08:26:37 +0000

The creative industry in the GCC has never moved faster or felt more intense. In the UAE and Saudi Arabia, brands are transforming at an unprecedented pace, platforms are multiplying, and audiences are increasingly sophisticated, digitally native, and highly discerning. National transformation agendas, rapid adoption of new technologies, and a young, connected population have combined […]

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Backslash unveils 2026 Edges Report: Culture is searching for proof of human

Anup Oommen — Fri, 27 Feb 2026 14:50:17 +0000

Backslash, the cultural intelligence unit serving the agencies of Omnicom Advertising, has launcheed its 2026 Edges report. The annual report identifies global cultural shifts with the scale and longevity to help brands capture a greater share of the future. This year’s six new Edges point to culture’s search for ‘Proof of Human’. After a year […]

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