Marwa Kaabour Archives - Campaign Middle East https://campaignme.com/tag/marwa-kaabour/ Mon, 05 Jan 2026 14:11:50 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://campaignme.com/wp-content/uploads/cropped-Campaign_512-32x32.png Marwa Kaabour Archives - Campaign Middle East https://campaignme.com/tag/marwa-kaabour/ 32 32 2026: Shifting from exploration to iteration https://campaignme.com/2026-shifting-from-exploration-to-iteration/ Mon, 05 Jan 2026 14:11:50 +0000 https://campaignme.com/?p=113965 During most of the past decade, marketers were taken by an endless cycle of exploration. They explored new platforms, new technologies, new audience behaviours and another wave of digital tools promising a competitive edge. We operated in a marketplace defined by rapid experimentation and constant reinvention, often pressured to chase the next shiny platform before […]

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]]> 16 industry experts to speak at Campaign’s OOH Breakfast Briefing https://campaignme.com/16-industry-experts-to-speak-at-campaigns-ooh-breakfast-briefing/ Tue, 11 Nov 2025 09:32:04 +0000 https://campaignme.com/?p=111654 The Campaign Breakfast Briefing: Out-Of-Home 2026 – Built For Impact is back on Friday, 21 November 2025 at the Metropolitan Hotel, Dubai, with a speaker lineup of 16 of the industry’s top experts on OOH, DOOH, programmatic, retail media and more. The event agenda will address top-of-mind themes within the OOH industry with discussions on […]

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]]> Podcast: Al Masaood’s Marwa Kaabour on why people-first businesses win https://campaignme.com/podcast-al-masaoods-marwa-kaabour-on-why-people-first-businesses-win/ Mon, 20 Oct 2025 05:00:12 +0000 https://campaignme.com/?p=110557 On the latest episode of Campaign Middle East’s On The Record podcast, Marwa Kaabour, Group Marketing and Corporate Communications Director, Al Masaood, discusses the correlation between brand values and business impact, the importance of an culture-driven organisation, and the significance of employee experience in driving customer experience and long-term business outcomes. In an era when data points […]

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]]> Marketers react to American Eagle’s Sydney Sweeney ad: Virality vs. value https://campaignme.com/marketers-react-to-american-eagles-sydney-sweeney-ad-virality-vs-value/ Wed, 13 Aug 2025 09:32:27 +0000 https://campaignme.com/?p=106634 If there’s one topic that absolutely every marketer seems to have an opinion on at the moment – whether spoken out loud, or silently in coffee huddles, or not verbalised but constantly thought about –  it’s New York Stock Exchange-listed American Eagle Outfitters’ Sydney Sweeney campaign. The discussions brought back the age-old debate about how […]

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]]> Agency of the Year Middle East reveals additions to 2025 jury https://campaignme.com/agency-of-the-year-middle-east-reveals-additions-to-2025-jury/ Tue, 12 Aug 2025 06:54:28 +0000 https://campaignme.com/?p=106147 Campaign Middle East is proud to announce the second batch of judges for its Agency of the Year Middle East 2025 awards jury, adding eleven brand marketers to the set. The jury for the Awards is made up of client-side marketers, who are tasked with meticulously reviewing case submissions across more than 30 industry specific […]

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]]> Doing good is good business https://campaignme.com/doing-good-is-good-business/ Tue, 22 Jul 2025 06:42:33 +0000 https://campaignme.com/?p=105777 What does it mean for a business to care? For Al Masaood, the answer has unfolded over five decades. Not through words alone, but through a legacy of action rooted in responsibility. From Abu Dhabi’s first Chamber of Commerce registration to becoming a diversified industrial group championing clean energy, ethical governance, and community investment – […]

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]]> Balance between trend-hopping and brand-building in times of AI virality https://campaignme.com/balance-between-trend-hopping-and-brand-building-in-times-of-ai-virality/ Thu, 01 May 2025 10:00:11 +0000 https://campaignme.com/?p=101599 The AI-charged era has trends shifting into overdrive. Some love it, some hate it, some just jump unapologetically. What once took weeks to spread now blows up in a matter of hours. Viral moments like Ghibli and Doll Box spark and sweep the globe at dizzying speed. And for each brand, the race to keep […]

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]]> Predictions 2025: The year ahead for sustainability https://campaignme.com/predictions-2025-the-year-ahead-for-sustainability/ Tue, 04 Feb 2025 11:00:54 +0000 https://campaignme.com/?p=95583 Each year seems to set a new record as the hottest on Earth, a clear signal of the growing climate crisis. Consumerism and the practices of many brands are key contributors to these challenges, making it essential for businesses to prioritise sustainability at every level. Marketing, at its technical heart, revolves around shaping consumer behaviour, […]

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]]> Campaign’s Agency of the Year Middle East Awards winners revealed https://campaignme.com/campaign-agency-of-the-year-middle-east-2024-winners-announced/ Fri, 13 Dec 2024 07:05:00 +0000 https://campaignme.com/?p=93433 Campaign Middle East hosted the third edition of its Agency of the Year Middle East Awards, celebrating excellence in advertising, marketing, media, creative, PR and communications. The winners were revealed during a ceremony on 12 December at The Westin Mina Seyahi, Dubai. This year’s winners showcased exceptional achievements, from business growth to championing diversity. They […]

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]]> Campaign Agency of the Year Middle East 2024 shortlist revealed https://campaignme.com/campaign-agency-of-the-year-middle-east-2024-shortlist-revealed/ Wed, 13 Nov 2024 14:11:00 +0000 https://campaignme.com/?p=92236 Campaign’s Agency of the Year Middle East awards shortlist for 2024 has been revealed. In its third year, the awards have seen a remarkable increase of 43.3 per cent in the number of entries, highlighting the industry’s appetite and pride for its work. The awards also saw the introduction of five new categories this year: […]

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