Loyalty Archives - Campaign Middle East

Why the strongest brand partnerships go far beyond mere awareness

Anup Oommen — Fri, 03 Jul 2026 06:00:13 +0000

The role of brand partnerships has changed. What was once largely about visibility, logo placement, co-branded campaigns and shared marketing, is increasingly being used to drive cultural relevance, unlock new occasions and deliver something more tangible for consumers. At the same time, they’re becoming an increasingly important commercial growth strategy. Partnerships give brands the opportunity […]

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Why perceived value matters more than discount value

Ishwari Khatu — Thu, 25 Jun 2026 12:15:48 +0000

After nearly a decade working across CRM and loyalty strategy for a large portfolio of retail brands across multiple markets, one pattern has become increasingly clear to me: customers do not respond to offers only based on financial value. They respond to how that value is framed, timed and experienced. A 20 per cent discount […]

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Why customer experience and culture outlast trends

Shantelle Nagarajan — Mon, 22 Jun 2026 09:23:21 +0000

Social media trends rise and fall faster than one can refresh their feed. From artificial intelligence (AI) filters to TikTok dances, there’s something new every day. For marketers, this is both exciting and exhausting. The pressure to jump in, stay relevant and join the conversation can be demanding. The real question is not whether brands […]

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How regional brands are building emotional loyalty beyond points and discounts

Shantelle Nagarajan — Thu, 11 Jun 2026 05:21:29 +0000

For years, loyalty programmes across the region operated on a simple formula: spend more, earn more. Points, vouchers, cashback, and discounts became the currency of customer retention. But in today’s market, where consumers are overwhelmed with choice and increasingly resistant to transactional marketing, that model is rapidly losing its power. Across the Middle East, brands […]

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Customer experience is a commercial discipline. Treat it like one.

Shantelle Nagarajan — Mon, 08 Jun 2026 12:16:39 +0000

Walk into any supermarket on a Friday afternoon and you can tell, within a minute, whether the brand is being delivered by the people inside it. The stocked aisles, the staff posture, the till queues, the way a shopper is greeted at fresh produce. None of it is marketing in the textbook sense. All of […]

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Dragons of MENA Awards in Dubai: Details revealed – categories, criteria, deadlines

Anup Oommen — Fri, 05 Jun 2026 07:02:06 +0000

Dragons, a results-focused marketing communications awards programme built on 26 years of global recognition and credibility, has revealed further details about its debut in Dubai as Dragons of MENA. The programme is an extension of the PMAA Dragons of Asia Awards, established in 2000 and recognised as one of the industry’s most respected results-focused awards […]

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العشرة – An ‘untranslatable’ word in a Magix social experiment translates into 125.2 million views

Anup Oommen — Tue, 12 May 2026 10:50:27 +0000

Magix, Morocco’s leading laundry brand and part of the Mutandis Group, has revealed details about its Ramadan 2026 campaign, which was carried out in partnership with Casablanca’s Brainbow Agency, and released in the form of a brand film and a five-episode unscripted, social experiment. Celebrating its 20th anniversary in Moroccan households, Magix gave the agency […]

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FIRSTLINE launches in Dubai to turn guest influence into measurable business growth

Anup Oommen — Mon, 04 May 2026 06:30:39 +0000

Freedom International Group has launched FIRSTLINE in Dubai as a platform designed to convert guest influence into measurable business growth. FIRSTLINE introduces a performance-based model created specifically for high-end restaurants and hospitality venues. Built at the intersection of understanding modern consumer behaviour, technology and business intelligence, the platform enables venues to unlock measurable revenue through customer […]

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When loyalty looks too good to be true

Hiba Faisal — Fri, 24 Apr 2026 05:00:57 +0000

The most powerful brand advocates are the ones nobody paid. The UAE already knows this. The rest of the world is still catching up. Think about the last time a global brand faced a crisis. Not a quiet one, but the kind that makes headlines, invites opinion pieces, and divides the internet. In almost every […]

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City Centre Deira, Exscape turn gaming into phygital marketing for 30th anniversary campaign

Anup Oommen — Mon, 20 Apr 2026 07:35:21 +0000

City Centre Deira has revealed details about its 30-year anniversary campaign, which was brought to life in collaboration with the brand’s marketing team, the mall’s operation and events team, and Exscape – a gaming focused entertainment platform – which was involved from concept to execution and offered creative and digital support. Rather than leaning into […]

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