emotional connections Archives - Campaign Middle East https://campaignme.com/tag/emotional-connections/ Mon, 16 Mar 2026 06:30:04 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://campaignme.com/wp-content/uploads/cropped-Campaign_512-32x32.png emotional connections Archives - Campaign Middle East https://campaignme.com/tag/emotional-connections/ 32 32 Podcast: Coca-Cola’s Ben Sadek on brand experiences that move people and partnering with the FIFA World Cup 2026 https://campaignme.com/podcast-coca-colas-ben-sadek-on-brand-experiences-that-move-people/ Fri, 13 Mar 2026 05:30:41 +0000 https://campaignme.com/?p=117025 On the latest episode of Campaign Middle East’s On The Record podcast, Ben Sadek, Lead for Sports and Entertainment Partnerships — Middle East, The Coca-Cola Company, makes the case for brand experiences that move people and make a difference, both globally and locally. Sadek reveals how sports and entertainment is deeply ingrained into Coca-Cola’s DNA, with a history […]

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]]> The time for luxury to change perspective has come https://campaignme.com/the-time-for-luxury-to-change-perspective-has-come/ Thu, 26 Feb 2026 14:15:41 +0000 https://campaignme.com/?p=116960 After 20 years living and breathing luxury fashion as the founder and former CEO of Heimstone Paris, I’ve seen the industry at its highest, and I’ve watched consumer desire shift while the industry struggled to adapt. Beyond the explanations we keep recycling – China slowing down, global inflation, the end of a cycle – I […]

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]]> Elda Choucair to lead marketing masterclass launched by Maharat https://campaignme.com/elda-choucair-to-lead-marketing-masterclass-launched-by-maharat/ Wed, 04 Feb 2026 08:10:23 +0000 https://campaignme.com/?p=115511  Maharat has launched a new marketing masterclass led by Elda Choucair, Group Chief Executive Officer, Omnicom Media Group – MENA, who has been acknowledged as one of the most influential leaders shaping the growth, strategy, and transformation of media agencies and brand campaigns across the Middle East and North Africa. Choucair brings more than two decades […]

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]]> Pepsico’s Shelbaya on ‘conversations’ that connect with consumers at Formula 1 https://campaignme.com/interview-pepsicos-shelbaya-on-conversations-that-connect-with-consumers-at-formula-1/ Tue, 16 Dec 2025 08:30:20 +0000 https://campaignme.com/?p=113240 On the sidelines of the adrenaline-packed Formula 1 Etihad Airways Abu Dhabi Grand Prix, PepsiCo articulated a strategic pivot: moving beyond traditional sponsorships into a structured, mid- to long-term brand-building exercise anchored in Formula 1. Having cemented a global partnership with Mercedes-AMG PETRONAS, the brand revealed how it intends to weave Gatorade, Sting and Doritos […]

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]]> Positioning brands in a multicultural market: From ‘noise’ to nuance https://campaignme.com/positioning-brands-in-a-multicultural-market-from-noise-to-nuance/ Wed, 06 Aug 2025 11:30:01 +0000 https://campaignme.com/?p=106430 In a region as diverse and fast-evolving as the Middle East, brand success no longer depends solely on product superiority; it hinges on cultural resonance. The marketing landscape has moved far beyond the one-size-fits all approach, demanding that brands develop a deeper understanding of how to create meaning for audiences from varied ethnic, generational and […]

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]]> Why global brands are turning to the Middle East https://campaignme.com/why-global-brands-are-turning-to-the-middle-east/ Wed, 04 Jun 2025 05:00:47 +0000 https://campaignme.com/?p=103323 The Middle East is no longer just a destination. It’s becoming a stage – a global playground for large-scale branded entertainment where stories, technology, and culture collide in the most spectacular ways. As someone who’s spent years at the intersection of immersive experiences and destination-making in the region, I don’t see this shift as a […]

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]]> Predictions 2025: The year ahead for brand love https://campaignme.com/predicitions-2025-the-year-ahead-for-brand-love/ Wed, 05 Feb 2025 08:40:24 +0000 https://campaignme.com/?p=95644 In an age when emotional connections with brands, often termed ‘brand love’, are paramount, the landscape of consumer loyalty is undergoing a profound transformation. As brands vie fiercely for our attention, the essence of these connections can be as fragile as a morning cup of coffee. My relationship with a quaint French café, where I […]

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]]> Samsung reveals brand benefits of partnering with X Factor Dubai https://campaignme.com/samsung-reveals-brand-benefits-of-partnering-with-x-factor-dubai/ Thu, 19 Dec 2024 07:00:27 +0000 https://campaignme.com/?p=93701 In Q4 2024, Samsung revealed its partnership with Dubai Media Incorporated (DMI) to support and sponsor the second season of X Factor Dubai, a popular singing competition, to not only highlight Arab talent, but also resonate its advanced technologies with its key demographics. Campaign Middle East spoke to Shafi Alam, Head of Direct-to-Consumer Business and […]

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]]> Podcast: DCT Abu Dhabi and Boopin on the power of marketing in Arabic https://campaignme.com/podcast-the-power-of-marketing-in-arabic-a-lens-on-the-region/ Fri, 29 Nov 2024 08:35:05 +0000 https://campaignme.com/?p=92956 Dr Yasser Zamzam, Director of Marcomms, Abu Dhabi Arabic Language Centre (ALC) under the Department of Culture and Tourism – Abu Dhabi (Abu Dhabi DCT), and Zeena Kurd, General Manager, Boopin – UAE, join Campaign Middle East on its latest On The Record podcast episode. In conversation with Campaign Middle East, the leaders discuss hyper-localisation, bridging cultural […]

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]]> HungerStation and Fananees team up to build emotional connections in Ramadan https://campaignme.com/hungerstation-and-fananees-team-up-to-build-emotional-connections-in-ramadan/ Wed, 15 May 2024 05:30:15 +0000 https://campaignme.com/?p=79945   The onset of Ramadan saw Saudi Arabia’s first delivery app HungerStation’s brand new mascot teaming up with MBC’s beloved characters, Fananees World. The collaboration between the two saw the creation of a series of engaging videos featuring HungerStation’s mascot. The character ventured into the 3D world of Fananees, where he used his superpowers to […]

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