JWI Archives - Campaign Middle East

People and culture: The agency investment that matters most

Anup Oommen — Tue, 14 Jul 2026 07:08:26 +0000

The Middle East’s marketing and advertising industry has reached a turning point. Recent disruption hasn’t just tested business continuity plans; it has exposed how fragile agency culture really is. For years, culture has been treated as a secondary consideration, something discussed alongside perks, office initiatives and employer branding. But agencies are not built on products […]

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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, […]

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Making creativity your commercial advantage

Hiba Faisal — Thu, 05 Mar 2026 09:41:02 +0000

The Middle East doesn’t have a creativity problem. It has a connectivity problem between marketing, commercial goals and senior decision-making. There’s no shortage of inspiration, talent or unique ideas, yet campaigns continue to fall flat due to fragmented thinking. When marketing is not recognised as a commercial driver, leadership pours into short-term campaign cycles that […]

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JWI promotes Adele Baxter to Managing Director, signalling new phase of growth

Anup Oommen — Thu, 19 Feb 2026 10:42:09 +0000

JWI, an independent creative agency based in Dubai, has entered its next phase of growth with the promotion of longstanding team member Adele Baxter to Managing Director, as Charli Wright steps into the role of CEO. Previously Client Services Director, Baxter has played a central role in shaping JWI’s client partnerships and commercial focus. In […]

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Are global and regional agencies working as effectively as local Saudi agencies?

Ishwari Khatu — Fri, 19 Dec 2025 13:10:33 +0000

To explore how effectively agencies are supporting Saudi brands and brands operating in the Kingdom, Campaign Middle East posed a simple but divisive question to industry experts in this Industry Forum: Are global and regional agencies working as effectively as local Saudi agencies? The responses highlight why some believe globally enabled, hybrid models are delivering […]

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Has new production tech and gen-AI made budgets and deadlines tight?

Ishwari Khatu — Fri, 10 Oct 2025 08:59:30 +0000

As production and post-production tech – from real-time rendering to the rise of generative AI – the conversation around creativity, timelines and cost has taken a new turn. Has innovation made production smoother or simply set new, unrealistic expectations? We asked regional experts: Have advancements in production and post-production tech, and the dawn of generative […]

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electriclime° hosts °W13 x Women Leading Stories event in Dubai

Anup Oommen — Tue, 07 Oct 2025 04:40:10 +0000

Global production house electriclime° recently hosted its °W13 x Women Leading Stories evening event at its °W13 Dubai office space, bringing together a panel of women leaders from diverse key roles in the industry. The event, held at Alserkal Avenue, celebrated trailblazing women across industries and turned the spotlight to leaders who continue to inspire […]

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Gillette gives the region’s dads a Father’s Day to remember

Shantelle Nagarajan — Fri, 26 Sep 2025 09:02:21 +0000

For this year’s Father’s Day, Gillette broke through the crowded sameness in its category and made emotional relevance its edge. The challenge? Father’s Day in the Middle East barely existed. Not celebrated, remembered or even recognised. For a brand rooted in helping men be their best, that cultural invisibility offered a unique opportunity to lead […]

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Women in advertising: When equality works, you forget it’s there

Ishwari Khatu — Fri, 29 Aug 2025 06:40:17 +0000

More than 50 per cent of JWI’s team are women. I only realised that when I sat down to write this, because in our culture, equality isn’t a statement, it’s second nature. By removing inequality and hiring for talent, values, and potential, regardless of gender, I’ve found you free yourself to focus on the work. […]

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PR leaders share opposing viewpoints on a ‘creative revolution’

Ishwari Khatu — Mon, 25 Aug 2025 10:45:31 +0000

PR agencies have traditionally been seen as the ‘mouthpiece’ of brands, tasked with amplifying stories rather than creating them. But as the lines between earned, owned and paid media blur, the debate is shifting: are PR agencies content to remain as amplifiers, or are they stepping up as active contributors to the creative revolution? We […]

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