GCC Archives - Campaign Middle East

The screen you cannot switch off

Ishwari Khatu — Tue, 09 Jun 2026 07:01:25 +0000

Every year, someone declares linear television dead. The obituary turns out to be premature. Yes, viewing habits are shifting. Sure, streaming subscriptions in MENA are surging. But the data, when read carefully, tells a more nuanced story – one with profound implications for how GCC media planners should be structuring their video strategies in 2026. […]

The post The screen you cannot switch off appeared first on Campaign Middle East.

Emotional performance in the new age of luxury

Hiba Faisal — Thu, 04 Jun 2026 12:49:16 +0000

The Middle East has been recognised as one of the world’s most important markets for luxury and high-performance automobiles. Cities such as Dubai and Abu Dhabi have become globally associated with automotive excellence, and attracting collectors, enthusiasts and entrepreneurs from around the world. Yet, today, the region’s relationship with luxury super cars goes beyond status […]

The post Emotional performance in the new age of luxury appeared first on Campaign Middle East.

Dubai-based Zodiac Global expands into influencer marketing, creator partnerships

Anup Oommen — Thu, 07 May 2026 04:00:14 +0000

Dubai-born talent management business Zodiac Global has officially expanded into influencer marketing and creator partnerships, responding to growing regional demand for more integrated, creator-first marketing solutions across the UAE and wider GCC. Originally launched as a talent management business focused on representing British and international creators living in the UAE, Zodiac Global has seen rapid growth […]

The post Dubai-based Zodiac Global expands into influencer marketing, creator partnerships appeared first on Campaign Middle East.

GCC marketers rethink the role of brand as short-term pressures persist: research

Anup Oommen — Wed, 06 May 2026 11:00:55 +0000

Marketers across the GCC are reassessing the role of brand in driving growth, as new research from leading independent creative agency JWI reveals a growing tension between long-term strategy and short-term performance demands. According to JWI’s ‘Marketing Through Uncertainty’ report, 57 per cent of senior marketing leaders identify brand-building as the primary driver of long-term growth, […]

The post GCC marketers rethink the role of brand as short-term pressures persist: research appeared first on Campaign Middle East.

The Gulf is at the forefront of a media revolution

Shantelle Nagarajan — Wed, 29 Apr 2026 09:50:42 +0000

Media isn’t just evolving. It’s being redefined. The recent bidding war for Warner Bros. Discovery between Netflix and Paramount Skydance is a sign of that shift. Rather than paying to license Warner Bros.’ enviable catalogue, Netflix went after owning it. It also saw a chance to take Warners-owned HBO global – with Netflix generating 50 […]

The post The Gulf is at the forefront of a media revolution appeared first on Campaign Middle East.

Entertainment and sports marketing’s next fun frontier

Shantelle Nagarajan — Fri, 17 Apr 2026 05:30:13 +0000

Entertainment and sports marketing today has a strange addiction. The assumption across the industry is that if attention is hard to win, the solution must be simple: produce more content. More videos, more creators, more behind-the-scenes clips, more short-form storytelling, more ads targeting “fans.” It sounds logical until you look at what actually happens in […]

The post Entertainment and sports marketing’s next fun frontier appeared first on Campaign Middle East.

PR consultancy Impact Metrics launches in the GCC

Shantelle Nagarajan — Fri, 17 Apr 2026 05:00:43 +0000

Seasoned PR executive Karim Geadah has launched Impact Metrics, a communications consultancy fuelled by a KPI-led approach to PR and corporate communications. The consultancy aims to fill a gap in the region for data and results driven communications strategy. As such, Impact Metrics’ model has been designed to deliver measurable business impact for brands, organisations, […]

The post PR consultancy Impact Metrics launches in the GCC appeared first on Campaign Middle East.

Scaling mobile campaigns in the GCC beyond volume

Ishwari Khatu — Fri, 10 Apr 2026 04:45:37 +0000

Scaling mobile campaigns in the GCC has never been more appealing – or more complicated. With some of the highest smartphone penetration rates globally and a highly digital-savvy audience, the region offers strong opportunities for app growth. But as competition intensifies and acquisition costs climb, marketers are increasingly forced to answer a critical question: should […]

The post Scaling mobile campaigns in the GCC beyond volume appeared first on Campaign Middle East.

Flyby appoints former talabat CEO Tomaso Rodriguez as Chairman

Shantelle Nagarajan — Tue, 24 Mar 2026 12:15:57 +0000

Tomaso Rodriguez has been appointed as Non-Executive Chairman of the Board at adtech company Flyby, following his exit from talabat as CEO. The move signals Flyby’s transition from early traction to scale as the company prepares for a Series A raise and accelerated deployment across Europe and the Middle East. Bringing his experience of scaling […]

The post Flyby appoints former talabat CEO Tomaso Rodriguez as Chairman appeared first on Campaign Middle East.

The pursuit of efficiency

Ishwari Khatu — Thu, 12 Mar 2026 11:58:13 +0000

I still remember sitting in a boardroom in Jeddah two years ago, watching a colleague marketing director present a campaign that had taken his team six weeks to concept. Today, that same team generates fifty variations of creative in six minutes. The room celebrates the speed. I wonder what we’ve lost along the way. Across […]

The post The pursuit of efficiency appeared first on Campaign Middle East.