intent Archives - Campaign Middle East

The Gerety Awards Jury Room Insights: What makes creative work worth awarding?

Anup Oommen — Thu, 18 Jun 2026 13:00:46 +0000

The Gerety Awards 2026 – named after Mary Frances Gerety, the copywriter who in 1948 coined the slogan “A diamond is forever” and the only globally renowned awards programme with an all-female jury of respected leaders and subject matter experts – has revealed the completion of its MEA jury deliberations. Sessions are held around the world, […]

The post The Gerety Awards Jury Room Insights: What makes creative work worth awarding? appeared first on Campaign Middle East.

CTV is becoming intent-driven, are brands measuring it correctly?

Shantelle Nagarajan — Mon, 08 Jun 2026 13:47:39 +0000

Something significant is happening in living rooms across MENA-audiences are no longer leaning back to watch; they are leaning forward to act. They are scanning, clicking, researching, and acting, all within the same viewing session. This is not a trend on the horizon. It is already here. And yet the metrics we rely on to […]

The post CTV is becoming intent-driven, are brands measuring it correctly? appeared first on Campaign Middle East.

BackLite Media reveals study on emotional impact of premium out-of-home

Anup Oommen — Wed, 29 Apr 2026 06:59:21 +0000

BackLite Media has released the findings of a new emotional impact and brand lift study examining how premium out-of-home (OOH) platforms influence brand perception, recall and behavioural intent in partnership with Publicis Media Luxe and Nielsen.. While OOH has traditionally been evaluated through reach and impressions, the study was designed to explore a broader question: […]

The post BackLite Media reveals study on emotional impact of premium out-of-home 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.

What the Primark Dubai launch teaches about market entry communications

Anup Oommen — Tue, 07 Apr 2026 12:15:53 +0000

On March 26, 2026, queues stretched up to 500 metres outside The Dubai Mall. Inside, 600 members of staff stood ready. The occasion was the opening of Primark’s first UAE store, and by any measure, it was one of the most anticipated retail moments this city has seen in years. When a global brand enters […]

The post What the Primark Dubai launch teaches about market entry communications appeared first on Campaign Middle East.

Why most gaming partnerships fail to deliver – and how to fix them

Anup Oommen — Thu, 02 Apr 2026 05:30:44 +0000

Gaming isn’t niche. In the Middle East, it’s already mainstream, and most brands are still treating it like an experiment. Across the MENA region, there are tens of millions of active gamers, with estimates showing approximately 68–72 million gamers across key markets such as Saudi Arabia, UAE and Egypt alone, according to PwC, and that […]

The post Why most gaming partnerships fail to deliver – and how to fix them appeared first on Campaign Middle East.

More than 50 leaders discuss: How should brands respond in a crisis?

Anup Oommen — Mon, 23 Mar 2026 04:20:45 +0000

As brands across the Middle East navigate an increasingly complex and fast-moving environment, a recent roundtable hosted by AUTHORITY by AVANTGARDE brought together more than 50 marketing professionals and industry leaders from across the UAE, wider GCC and international markets to address a timely question: how should brands communicate during periods of crisis? The session, […]

The post More than 50 leaders discuss: How should brands respond in a crisis? appeared first on Campaign Middle East.

Augmented intelligence: Substance and strategy > speed and scale

Anup Oommen — Thu, 12 Mar 2026 15:49:27 +0000

Let’s get the artificial intelligence (AI) fundamentals out of the way before the deep dive: What comes to mind when “AI-augmented marketing” is spoken out loud? If the words speed, scale and shortcuts are the unspoken mental response, it’s time to pause. The problem with speed is that it’s not quite the same as direction. […]

The post Augmented intelligence: Substance and strategy > speed and scale appeared first on Campaign Middle East.

AI Overviews and organic search: Threat, shift or strategic advantage for publishers?

Anup Oommen — Tue, 10 Mar 2026 09:20:03 +0000

AI Overviews are Google’s AI-generated summaries that appear above traditional search results. Instead of listing links alone, the search engine now provides a synthesised answer built from multiple sources. In many cases, users can resolve basic informational queries without clicking through to a website. This broader pattern is often referred to as zero-click search – […]

The post AI Overviews and organic search: Threat, shift or strategic advantage for publishers? appeared first on Campaign Middle East.

What matters most in times of uncertainty and crisis? Agency leaders open up

Anup Oommen — Wed, 04 Mar 2026 15:01:38 +0000

When the windows rattle, the booms sound … when it feels like the ground is shifting and the future is uncertain amid a crisis, the best leaders don’t just keep the lights on; they calm the room, steady erratic heartbeats, remind people to breathe, and offer clarity amid the chaos. Let’s be honest: Almost everyone […]

The post What matters most in times of uncertainty and crisis? Agency leaders open up appeared first on Campaign Middle East.