fragmentation Archives - Campaign Middle East https://campaignme.com/tag/fragmentation/ Thu, 02 Jul 2026 05:55:43 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://campaignme.com/wp-content/uploads/cropped-Campaign_512-32x32.png fragmentation Archives - Campaign Middle East https://campaignme.com/tag/fragmentation/ 32 32 Podcast: Arla Foods’ Batal, Mondelēz’s Christaras & LiveRamp’s Klander discuss retail media https://campaignme.com/podcast-arla-foods-batal-mondelezs-christaras-liveramps-klander-discuss-retail-media/ Wed, 01 Jul 2026 05:00:17 +0000 https://campaignme.com/?p=123533 Conversations around retail media in the Middle East region are maturing – and fast. What was once discussed largely as an extension of shopper marketing or e-commerce is now causing brands to rethink budgets, operating models, measurement, data partnerships and even the way teams collaborate internally. On the latest episode of Campaign Middle East’s On The Record podcast, […]

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]]> WPP Media reveals Buyer Agent for video as part of its latest Agentic Standards Initiative https://campaignme.com/wpp-media-reveals-buyer-agent-for-video-as-part-of-agentic-standards-initiative/ Fri, 19 Jun 2026 06:39:26 +0000 https://campaignme.com/?p=123608 WPP Media has revealed an Agentic Standards Initiative for Video Buying in collaboration with premium media owners, technology platforms, and industry standards bodies to co-develop shared standards for agentic video buying. As part of the initiative, WPP Media is developing a Buyer Agent for Video within WPP Open, WPP’s agentic marketing platform. The initiative will […]

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]]> How are the MENA’s industry associations responding to pressing marketing challenges? https://campaignme.com/how-are-the-menas-industry-associations-responding-to-pressing-marketing-challenges/ Mon, 25 May 2026 05:58:26 +0000 https://campaignme.com/?p=122476 The Middle East’s marketing and creative industry is expanding at a pace few global markets can match. With that acceleration comes a new set of pressures: capability gaps, rising expectations from clients, and a workforce seeking clearer, more structured pathways for developing the skills needed to progress in their careers. This was the backdrop for […]

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]]> Campaign Retail & Commerce Media Briefing: Maximising agentic AI, closed-loop outcomes & creator-led commerce https://campaignme.com/campaign-retail-commerce-media-briefing-maximising-agentic-ai-closed-loop-outcomes-creator-led-commerce/ Fri, 22 May 2026 14:38:23 +0000 https://campaignme.com/?p=122442 Campaign Middle East has successfully concluded its Campaign Breakfast Briefing: Retail & Commerce Media 2026, which brought together close to 200 attendees, including client-side marketers, agency leaders, retail media specialists, commerce platforms, brand custodians and creators at The Westin Dubai Mina Seyahi on Friday, 22 May 2026. At the outset, the event explored how AI-assisted […]

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]]> Trust, truth and the future of media leadership https://campaignme.com/trust-truth-and-the-future-of-media-leadership/ Mon, 13 Apr 2026 05:30:46 +0000 https://campaignme.com/?p=120378 Trust and truth used to be the quiet foundations of media. These days, they’re the whole story. Anyone working in this industry can feel how dramatically the ground has shifted. Information now moves faster than audiences can process it. News breaks on social platforms before a journalist has even opened their laptop. In the middle […]

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]]> Standing out from the sea of sameness https://campaignme.com/standing-out-from-the-sea-of-sameness/ Fri, 10 Apr 2026 05:00:03 +0000 https://campaignme.com/?p=120280 We are entering what many have started calling the era of artificial intelligence (AI) slop and a sea of sameness. A world where AI allows brands to produce marketing faster, cheaper and in far greater volumes than ever before. Campaign visuals appear in seconds. Copy can be generated endlessly. Entire content calendars can be built […]

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]]> Lynqor launches in the UAE with AI-powered orchestration model to tackle fragmentation https://campaignme.com/lynqor-launches-in-the-uae-with-ai-powered-orchestration-model-to-tackle-fragmentation/ Wed, 25 Mar 2026 12:10:39 +0000 https://campaignme.com/?p=118124 Lynqor – a marketing orchestration company that designs and operates integrated marketing systems – has launched in the UAE with an AI-powered orchestration model aimed to tackle marketing fragmentation. Founded by Kerem Emre Akarlar, Founder and CEO of Lynqor, a senior marketing and business leader with more than 20 years of experience across MENAT, the […]

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]]> CEOs discuss redefining creative and media with AI https://campaignme.com/ceos-discuss-redefining-creative-and-media-with-ai/ Fri, 06 Mar 2026 08:49:42 +0000 https://campaignme.com/?p=117402 The creative world today is being increasingly homogenised, with creative outputs echoing one another in style, substance and spirit. This standardisation, resulting from the democratisation of artificial intelligence (AI), is often described as the most significant challenge to the creative, media and communications sectors today. But to see AI as merely a set of tools […]

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]]> Publicis Media, GoWit partner to scale retail and commerce media across MENAT https://campaignme.com/publicis-media-gowit-partner-to-scale-retail-and-commerce-media-across-menat/ Thu, 26 Feb 2026 14:20:13 +0000 https://campaignme.com/?p=116963 Publicis Media Middle East, part of the French multinational advertising and communications holding company Publicis Groupe, has revealed a strategic partnership with adtech provider GoWit, to scale commerce and retail media across the Middle East, North Africa and Turkey (MENAT) region. This partnership brings together GoWit’s AI-first retail media technology, GoWit One, with Publicis Media’s […]

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]]> The year ahead for technology with empathy https://campaignme.com/the-year-ahead-for-technology-with-empathy/ Fri, 06 Feb 2026 04:10:13 +0000 https://campaignme.com/?p=115778 As we look ahead to 2026, one thing is becoming increasingly clear: technology on its own will no longer be the differentiator. In a region as dynamic and culturally layered as the Middle East, the brands that will truly stand out are those that pair technological progress with a deep understanding of human behaviour. We […]

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