Decision making Archives - Campaign Middle East https://campaignme.com/tag/decision-making/ Thu, 18 Jun 2026 06:02:16 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://campaignme.com/wp-content/uploads/cropped-Campaign_512-32x32.png Decision making Archives - Campaign Middle East https://campaignme.com/tag/decision-making/ 32 32 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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]]> Yas Island’s ‘The Answer is Yas’ campaign drives 441 per cent surge in package search https://campaignme.com/yas-islands-the-answer-is-yas-campaign-drives-441-per-cent-surge-in-package-search/ Tue, 16 Jun 2026 14:26:51 +0000 https://campaignme.com/?p=123386 When Yas Island launched ‘The Answer is Yas‘ earlier this year, the premise was simple: in a world of endless options and overwhelming choices, travellers didn’t need more to consider, they needed one definitive answer. That answer was Yas. The campaign was born from a clear insight into the modern travel dilemma: with 87 per […]

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]]> The industry doesn’t need better pitches; it needs better standards https://campaignme.com/the-industry-doesnt-need-better-pitches-it-needs-better-standards/ Thu, 04 Jun 2026 06:14:44 +0000 https://campaignme.com/?p=122900 The conversation around pitching in the Middle East has finally opened up. For years, the pitch process has been marked by frustrations around unrealistic timelines, speculative work, huge agency lists, procurement-heavy structures, unclear decision-making and, in some cases, pitches that simply disappear without closure. Yet despite how openly these conversations happen behind closed doors, very […]

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]]> Cover Feature: From a pitch to a partnership https://campaignme.com/cover-feature-from-a-pitch-to-a-partnership/ Mon, 11 May 2026 05:00:34 +0000 https://campaignme.com/?p=121791 A strange paradox has been normalised at the heart of the brand-agency partnership landscape in the Middle East. Brands claim that they want sharper thinking, strategic consumer insights, stronger distinctiveness, larger share of voice, tangible returns on investment and creative work that connects with communities long after campaigns end. Yet, current pitch systems and the […]

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]]> Why high-stakes digital products fail and why you’ll be blamed for it https://campaignme.com/why-high-stakes-digital-products-fail-and-why-youll-be-blamed-for-it/ Mon, 04 May 2026 05:30:57 +0000 https://campaignme.com/?p=121396 When a bank’s new app crashes during a payment, when an airline’s check-in collapses on a Friday evening, when a telco onboarding flow breaks on the third step, the blame finds a face quickly. Product. Technology. Experience. Brand. Whoever’s name is closest to the thing gets the call. That’s where the real frustration inside enterprises […]

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]]> Stress is not a badge of honour: Time to burn the legacy agency model? https://campaignme.com/stress-is-not-a-badge-of-honour-time-to-burn-the-legacy-agency-model-down/ Mon, 27 Apr 2026 13:45:26 +0000 https://campaignme.com/?p=121058 There’s a line our industry repeats ad nauseum: “PR is one of the most stressful jobs in the world.” It appears in rankings, trade headlines, and conference panels with depressing regularity. CareerCast has listed public relations among the most stress filled roles in the US. PRWeek once ranked it second. Forbes has featured it on […]

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]]> Ready or not? Three shifts redefining brand building https://campaignme.com/ready-or-not-three-shifts-redefining-brand-building/ Mon, 20 Apr 2026 04:00:42 +0000 https://campaignme.com/?p=120784 There is a particular kind of clarity that only arrives in adversity. The past 8-10 weeks across the region have been difficult for many businesses — tightened budgets, nervous clients, deferred decisions and an industry-wide reshuffle of ad budgets.. Agencies have felt it. Some have shrunk and a few are on leave until summer. I […]

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]]> Yas Island owns the ‘effortless holidays’ space with ‘The Answer is Yas’ https://campaignme.com/miral-destinations-caters-to-consumer-call-for-effortless-holiday-with-the-answer-is-yas/ Mon, 13 Apr 2026 04:30:56 +0000 https://campaignme.com/?p=120347 Yas Island has launched The Answer is Yas campaign in response to a common question: Which is the simplest, most seamless, all-inclusive, something-for-everyone, family-oriented holiday destination in the region? The objective of the campaign was to own the ‘effortless holiday‘ space by solving the growing complexity of trip planning and position Yas Island as a […]

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]]> You have no alibi: the endemic excuses have hit their expiry date https://campaignme.com/you-have-no-alibi-the-endemic-excuses-have-hit-their-expiry-date/ Thu, 09 Apr 2026 07:45:25 +0000 https://campaignme.com/?p=119963 A long time ago, I was in a glass office deep in a creative review for a regional campaign that was imminent for launch. The brief was exciting and sharp, and genuinely the strategy was different. But when the creative came out of the oven, something was missing. It was ok, it felt translated as […]

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]]> Why resilient teams are becoming a brand’s biggest competitive advantage https://campaignme.com/why-resilient-teams-are-becoming-a-brands-biggest-competitive-advantage/ Mon, 30 Mar 2026 05:20:00 +0000 https://campaignme.com/?p=118314 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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