Culture Archives - Campaign Middle East https://campaignme.com/tag/culture/ Wed, 01 Jul 2026 12:22:18 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://campaignme.com/wp-content/uploads/cropped-Campaign_512-32x32.png Culture Archives - Campaign Middle East https://campaignme.com/tag/culture/ 32 32 GEMS Education’s ‘Lost In Translation’ meets kids where they are to experience Arabic in daily life https://campaignme.com/gems-educations-lost-in-translation-meets-kids-where-they-are-to-experience-arabic-in-daily-life/ Wed, 01 Jul 2026 09:15:55 +0000 https://campaignme.com/?p=124055 GEMS Education has launched its ‘Lost in Translation‘ campaign, created to address a challenge that extends far beyond the classroom: how do you make Arabic feel relevant, engaging and accessible to a generation growing up in highly multicultural, predominantly English-speaking environments? Lost in Translation is not an awareness campaign about Arabic learning. Instead, it achieves […]

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]]> Fujifilm Instax, Amira Adeeb collab on campaign to merge music, culture and self-expression https://campaignme.com/fujifilm-instax-amira-adeeb-collab-on-campaign-to-merge-music-culture-and-self-expression/ Wed, 01 Jul 2026 09:00:04 +0000 https://campaignme.com/?p=124058 Fujifilm Instax Middle East has unveiled ‘Tasbeera‘, a new campaign in collaboration with Egyptian singer and songwriter Amira Adeeb. The campaign celebrates a new generation of confident self-expression through music, fashion, photography and culture. Launching with a cinematic 60-second teaser mini music video, the campaign captures the playful and spontaneous energy that has become synonymous […]

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]]> VIRTUE enters new independent era in the Middle East with VIRTUE Arabia https://campaignme.com/virtue-enters-new-independent-era-in-the-middle-east-with-virtue-arabia/ Wed, 01 Jul 2026 06:00:42 +0000 https://campaignme.com/?p=124088 VIRTUE Asia has completed its strategic takeover of VIRTUE’s Middle East operation to launch a next-generation, culture-led and entertainment-first agency, built for the evolving needs of brands and consumers across the region. Headquartered in Dubai, the agency will be led regionally by Tarek Khalil, the former managing director of VICE Media Group’s Middle East business, […]

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]]> Why customer experience and culture outlast trends https://campaignme.com/why-customer-experience-and-culture-outlast-trends/ Mon, 22 Jun 2026 09:23:21 +0000 https://campaignme.com/?p=123642 Social media trends rise and fall faster than one can refresh their feed. From artificial intelligence (AI) filters to TikTok dances, there’s something new every day. For marketers, this is both exciting and exhausting. The pressure to jump in, stay relevant and join the conversation can be demanding. The real question is not whether brands […]

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]]> Why Middle East brands must earn belonging, not claim it https://campaignme.com/why-middle-east-brands-must-earn-belonging-not-claim-it/ Wed, 17 Jun 2026 07:49:10 +0000 https://campaignme.com/?p=123421 There was a time when brands were appreciated simply for making the effort to show up. A Ramadan film, a National Day message, a few local references, a family gathering, a familiar soundtrack, a desert landscape, a skyline or a line in Arabic were often enough to signal that a brand was paying attention to […]

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]]> IBM’s SVP of Marketing and Comms: “AI is not just a tool; it’s how marketing works” https://campaignme.com/ibms-svp-of-marketing-and-comms-ai-is-not-just-a-tool-its-how-marketing-works/ Wed, 17 Jun 2026 06:00:33 +0000 https://campaignme.com/?p=123420 This is not just another article about artificial intelligence (AI) adding to the cacophony of noisy opinions. This is an interview that reframes the conversation that marketers must have around orchestrating a fundamental shift. For much of the past two years, marketers treated AI like a new instrument in the orchestra: useful, exciting and occasionally […]

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]]> Out with the logo, in with the personality https://campaignme.com/luxury-issue-out-with-the-logo-in-with-the-personality/ Tue, 16 Jun 2026 07:39:17 +0000 https://campaignme.com/?p=123316 Luxury has always carried a certain theatre. The lighting, the silence, the materials, the service and the story all work together to tell people that they have entered a world with its own rules. For decades, a logo, a founder’s name or a familiar design code could do much of the heavy lifting. Today, that […]

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]]> Does influence still convert? https://campaignme.com/does-influence-still-convert/ Wed, 10 Jun 2026 05:48:06 +0000 https://campaignme.com/?p=123232 If we rewind to the early days of social media, influence was not something that was created online. In most cases, it already existed offline. The people who naturally gained attention on platforms were often individuals already admired within their social circles for their taste, knowledge, lifestyle, personality, or sense of style. As we began […]

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]]> From the Editor’s Desk: Why luxury must choose sense over spectacle https://campaignme.com/from-the-editors-desk-why-luxury-marketing-must-choose-sense-over-spectacle/ Tue, 09 Jun 2026 10:45:33 +0000 https://campaignme.com/?p=123071 Luxury marketing in the Middle East has no more room for translated tales that have travelled in. This is no longer a market for loud launches or polished and performative campaigns. The diverse consumers in this region would rather not tolerate adapted localisation or cultural appropriation as a seasonal marketing tactic. Curated calendars and costly […]

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]]> The creator economy’s real ROI https://campaignme.com/the-creator-economys-real-roi/ Tue, 09 Jun 2026 08:14:27 +0000 https://campaignme.com/?p=123152 How many of us have sat in a room debating whether to activate a creator in Saudi or go with a regional mega-influencer? I have. And somewhere between the media plan and the influencer brief, something quietly goes wrong. We call it a creator strategy, but strip it back, and what most brands are doing […]

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