Insights Archives - Campaign Middle East https://campaignme.com/tag/insights/ Tue, 07 Jul 2026 04:45:11 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://campaignme.com/wp-content/uploads/cropped-Campaign_512-32x32.png Insights Archives - Campaign Middle East https://campaignme.com/tag/insights/ 32 32 Data-driven PR still needs a human reality check https://campaignme.com/data-driven-pr-still-needs-a-human-reality-check/ Tue, 07 Jul 2026 04:20:56 +0000 https://campaignme.com/?p=124245 In June, Lululemon organised a yoga festival on the Great Wall of China, which was attended by more than 2,000 guests. The brand had enlisting a Chinese celebrity and designed the PR event to celebrate Chinese culture. But within 24 hours of the first images going live, the campaign fell through. Several users called out […]

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]]> Saudi Arabia faces 8% point gap between digital ad growth and e-commerce outcomes, report reveals https://campaignme.com/saudi-arabia-faces-8-point-gap-between-digital-ad-growth-and-e-commerce-outcomes-report-reveals/ Tue, 30 Jun 2026 11:36:12 +0000 https://campaignme.com/?p=124010 The recently launched Saudi Digital Ad Maturity Framework from Snap Inc. and Kearney MEA, outlines new benchmarks for marketing effectiveness in an effort to provide advertisers with practical guidance to improve business outcomes. The framework, based on extensive market analysis, is designed to help brands address a growing challenge in Saudi Arabia: translating rising digital […]

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]]> Trust, technology and human judgement: The core of PR and communications https://campaignme.com/trust-technology-and-human-judgement-the-core-of-pr-and-communications/ Mon, 22 Jun 2026 13:19:47 +0000 https://campaignme.com/?p=123660 There are moments when industries evolve gradually, and then there are moments when they transform in real time. For communications professionals across the Middle East, that transformation is already here and the region is not merely keeping pace, it is helping define what the future of PR looks like globally. The ICCO World PR Report […]

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]]> 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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]]> The screen you cannot switch off https://campaignme.com/the-screen-you-cannot-switch-off/ Tue, 09 Jun 2026 07:01:25 +0000 https://campaignme.com/?p=123131 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. […]

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]]> Publicis Sapient, Salesforce signal new era for retailers with agentic commerce report https://campaignme.com/publicis-sapient-salesforce-signal-new-era-for-retailers-with-agentic-commerce-report/ Mon, 25 May 2026 13:55:16 +0000 https://campaignme.com/?p=122595 Salesforce and Publicis Sapient have launched a joint whitepaper to help business and technology leaders across EMEA and beyond prepare the next major evolution in retail and commerce. Titled ‘Agentic Commerce: Unlocking the Emerging Shopping Experience’, the report projects that AI agent-orchestrated commerce could generate between $3 trillion and $5 trillion in global revenue by […]

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]]> What House of the Dragon is teaching streaming platforms about audience behaviour https://campaignme.com/what-house-of-the-dragon-is-teaching-streaming-platforms-about-audience-behaviour/ Fri, 22 May 2026 13:41:41 +0000 https://campaignme.com/?p=122449 Opening weekends were once the clearest indicator of how popular a series would become. Today, however, some of the strongest audience signals are emerging long before the opening credits roll. When the teaser trailer for Season 3 of House of the Dragon premiered on 28 April, at OSN+, we expected a wave of anticipation across […]

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]]> Saudi Arabia’s AlUla Tour wins 179m interactions with campaign concept rooted in ‘FOMO’ https://campaignme.com/saudi-arabias-alula-tour-wins-179m-interactions-with-campaign-concept-rooted-in-fomo/ Mon, 18 May 2026 09:42:59 +0000 https://campaignme.com/?p=122141 The AlUla Tour, a road cycling stage race hosted by Saudi Arabia’s Ministry of Sports and the Saudi Cycling Federation, launched a campaign for its 2026 season to bring the tour greater cultural visibility from audiences in Saudi Arabia and the wider GCC . Developed in partnership with creative agency Takkah, the campaign – titled […]

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]]> Sports and entertainment marketing agency Fuse, part of Omnicom Media, launches in Dubai https://campaignme.com/sports-and-entertainment-marketing-agency-fuse-part-of-omnicom-media-launches-in-dubai/ Thu, 07 May 2026 08:00:16 +0000 https://campaignme.com/?p=121658 Fuse, a global sport and entertainment marketing agency, part of Omnicom Media, has launched its Dubai office, expanding its presence in the Gulf region. The move reflects Fuse’s long-term commitment to the market, building on its presence in Saudi Arabia and responding to growing demand from brands seeking to connect with audiences through sport, entertainment […]

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]]> Messaging in MENA is entering a new phase, and marketers must adapt fast https://campaignme.com/messaging-in-mena-is-entering-a-new-phase-and-marketers-must-adapt-fast/ Mon, 04 May 2026 13:49:50 +0000 https://campaignme.com/?p=121444 Across the Middle East and North Africa, messaging is undergoing a fundamental transformation. What began as a simple channel for alerts and notifications has evolved into one of the most powerful drivers of customer engagement. Today, it sits at the intersection of marketing, customer experience, and commerce. Recent insights from Infobip’s latest messaging trends report  […]

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