fragmented Archives - Campaign Middle East https://campaignme.com/tag/fragmented/ Thu, 04 Jun 2026 08:18:06 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://campaignme.com/wp-content/uploads/cropped-Campaign_512-32x32.png fragmented Archives - Campaign Middle East https://campaignme.com/tag/fragmented/ 32 32 Brands winning at discovery are not playing by the old rules https://campaignme.com/brands-winning-at-discovery-are-not-playing-by-the-old-rules/ Thu, 04 Jun 2026 08:18:06 +0000 https://campaignme.com/?p=122922 Think about how you make decisions today. Chances are you are not relying on just one source. You might start with social media, see what people are saying in the comments, ask ChatGPT, check a creator’s recommendation and then decide. Discovery has become fragmented. And for brands, that changes everything. Early in my communications career, […]

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]]> Transparency first: how Foxpush is rebuilding advertiser confidence in MENA’s digital supply chain https://campaignme.com/transparency-first-how-foxpush-is-rebuilding-advertiser-confidence-in-menas-digital-supply-chain/ Thu, 23 Apr 2026 14:00:38 +0000 https://campaignme.com/?p=120801 The digital advertising landscape in the MENA region is accelerating at an unprecedented pace. Programmatic budgets across the GCC are surging with double-digit growth, and brands that were cautious just five years ago are now directing the bulk of their media investment into performance channels. Saudi Arabia’s Vision 2030 and the UAE’s high digital penetration […]

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]]> Low effort or radical authenticity? Lessons for brands from “Bieberchella” https://campaignme.com/low-effort-or-radical-authenticity-lessons-for-brands-from-bieberchella/ Thu, 16 Apr 2026 06:32:30 +0000 https://campaignme.com/?p=120626 I didn’t expect Justin Bieber’s performance at Coachella to be a branding lesson. But yet here we are. Because somewhere between the stripped back set-up, sunglasses, hoodie and what at first looked like a casual stroll through YouTube, Bieber achieved something that brands spend millions trying to manufacture.  Let’s be clear – this wasn’t low […]

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]]> Creativity in a fragmented media landscape https://campaignme.com/creativity-in-a-fragmented-media-landscape/ Tue, 20 Aug 2024 09:31:52 +0000 https://campaignme.com/?p=88483 A fragmented media landscape is a tough environment to create in. It’s common knowledge that the options are endless for audiences to choose a go-to medium to consume their daily messaging. Zahir Mirza, Executive Creative Director at C2 Comms said, “There is fragmentation and convergence all happening at the same time. It is messy in […]

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