creative output Archives - Campaign Middle East

GCC marketers rethink the role of brand as short-term pressures persist: research

Anup Oommen — Wed, 06 May 2026 11:00:55 +0000

Marketers across the GCC are reassessing the role of brand in driving growth, as new research from leading independent creative agency JWI reveals a growing tension between long-term strategy and short-term performance demands. According to JWI’s ‘Marketing Through Uncertainty’ report, 57 per cent of senior marketing leaders identify brand-building as the primary driver of long-term growth, […]

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Why resilient teams are becoming a brand’s biggest competitive advantage

Anup Oommen — Mon, 30 Mar 2026 05:20:00 +0000

In uncertain times, marketing doesn’t slow down, it becomes harder to sustain. Campaigns still go live, content calendars remain full, and performance targets rarely shift. But behind the scenes, pressure on teams quietly intensifies. Focus slips, and creative output starts to lose its edge. And when that happens, it doesn’t stay internal, it shows up […]

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Luma launches Luma Agents powered by unified intelligence for creative work

Anup Oommen — Fri, 06 Mar 2026 14:00:07 +0000

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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Dubai Lynx Film Craft Jury President Zia Mandviwalla on work that moves the jury room

Anup Oommen — Thu, 29 Jan 2026 04:20:53 +0000

Zia Mandviwalla, Director of FINCH, is a globally awarded film and commercials director recognised for her finely crafted, human-centred storytelling, who has now taken on the mantle of Film Craft Jury President at Dubai Lynx Awards, Working across Australasia, Asia and the US, she directs campaigns for leading brands and agencies, and is known for her […]

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Stop prompting, start engineering: Why Yann LeCun is right and your agency is wrong

Anup Oommen — Mon, 24 Nov 2025 04:40:33 +0000

There is a specific kind of exhaustion that every creative in the Middle East is currently feeling. It’s the fatigue of the ‘re-roll.’ You know the scenario. You type a prompt into Midjourney for a client pitch: “A futuristic Riyadh skyline, hyper realistic, golden hour.” The result is breathtaking. But then the client offers feedback: […]

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Role of strategic distribution in advancing new-age content

Anup Oommen — Mon, 28 Apr 2025 05:20:36 +0000

Today, the Middle East and North Africa (MENA) have grown in prominence in a globalised world that is undergoing dramatic shifts in the content space. The region’s vivid tales and timeless traditions appeal to audiences well beyond its borders. By presenting us with stories that strike a balance between universal appeal and authenticity, MENA content […]

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