Irina Tatarinova Archives - Campaign Middle East

IWD 2026: Why women’s empathy is a superpower for business

Shantelle Nagarajan — Mon, 09 Mar 2026 10:45:25 +0000

There is a common misconception that an empathetic management style is a sign of softness or indecision. In reality, it’s a real advantage, when a leader is willing to build an atmosphere where individuals feel cherished and, thus, succeed. A big challenge in my career was learning to navigate the boundary between personal emotion and […]

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‘Transparency in marketing legitimises fashion brands’

Shantelle Nagarajan — Fri, 28 Mar 2025 11:48:25 +0000

With MENA’s growing population of approximately 570 million in 2024, there is an increasing recognition of the need to transition to more sustainable practices to ensure the long-term well-being of both people and the planet. Research suggests that consumers are increasingly loyal to brands that prioritise sustainability, making sustainable marketing a strategic necessity for brands. […]

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Connecting with consumers beyond sales through meaningful Ramadan campaigns

Hiba Faisal — Mon, 24 Mar 2025 05:00:35 +0000

Ramadan is a time for spiritual and cultural sensitivity, with 91 per cent of the MENA audience listening to and reading more religious content. Often, brands turn Ramadan into merely a marketing opportunity to boost sales, losing sight of its important meaningful aspect. Which begs the question, how can companies create more nuanced and meaningful […]

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Get ready for 2025: trends transforming marketing

Anup Oommen — Mon, 23 Dec 2024 06:06:05 +0000

With digital advertising spend currently skyrocketing to a staggering $25.5bn in the MENA region, brands are facing a unique marketing opportunity and challenge in 2025. As competition intensifies, standing out from the crowd is crucial — here come the costs on personalisation, influencer marketing, wow-campaigns, and ‘brandformance’. Shift from performance to brand In 2025, we’ll […]

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Unlock your brand’s potential with shoppable content

Campaign Editorial — Wed, 16 Oct 2024 11:26:14 +0000

Social commerce is now an integral part of most brand marketing strategies. With more than half of users turning to social media for product research and 71 per cent more likely to purchase based on social media recommendations, its influence is undeniable. The social shopping market in the Middle East reflects this trend, as it’s […]

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Bizarre marketing: How to make your brand stand out

Ishwari Khatu — Tue, 23 Jul 2024 12:48:02 +0000

Social ad fatigue is real. A recent study by Nielsen found that 41 per cent of consumers actively tune out ads on social media, while 67 per cent admit to “banner blindness”. Thus, brands are constantly seeking innovative ways to capture attention. Bizarre marketing, with its unconventional and often shocking tactics, has emerged as a […]

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Strategies to unlock Pinterest’s Gen Z goldmine

Shantelle Nagarajan — Thu, 11 Jul 2024 13:30:20 +0000

In the ever-evolving landscape of social media, Pinterest has emerged as a unique and powerful platform, particularly for engaging Gen-Z audiences. At a time when customer acquisition and digital ad costs are skyrocketing, brands are increasingly looking for platforms with the potential for organic growth and an engaged Gen Z audience. Understanding Pinterest’s appeal to […]

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The power of ‘brandformance’ in the Middle East

Shantelle Nagarajan — Thu, 20 Jun 2024 08:59:13 +0000

A recent eMarketer survey revealed that 56 percent of global brands have experienced improved outcomes by breaking down the conventional barriers between branding and performance and opting for a combined approach known as ‘brandformance’. This strategy can be crucial to the MENA market, which is characterised by fierce competition and a deeply digital landscape. Flowwow […]

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TikTok vs Universal Music: who loses out more?

Ishwari Khatu — Wed, 03 Apr 2024 09:07:34 +0000

Earlier this year, TikTok and Universal Music Group’s deal fell through and saw the removal of all of Universal Music content from the platform. We asked industry experts, if TikTok would be at a greater disadvantage than Universal Music Group after the fallout. Here’s what they had to say: Yes Irina Tatarinova Head of Social […]

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The power of empathy marketing during Ramadan

Ishwari Khatu — Tue, 26 Mar 2024 11:11:46 +0000

Ramadan is a time for spiritual reflection, community, and acts of kindness. According to Meta’s survey, 91 per cent of UAE consumers favour content and marketing messages that resonate with the spirit of the holy month. Hence, it’s essential to use empathy in marketing, which we discuss further below. How empathy marketing can strengthen your […]

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