MasterCard Archives - Campaign Middle East

Cover Feature: From a pitch to a partnership

Anup Oommen — Mon, 11 May 2026 05:00:34 +0000

A strange paradox has been normalised at the heart of the brand-agency partnership landscape in the Middle East. Brands claim that they want sharper thinking, strategic consumer insights, stronger distinctiveness, larger share of voice, tangible returns on investment and creative work that connects with communities long after campaigns end. Yet, current pitch systems and the […]

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Esports: An arena where every dollar is spent effectively

Anup Oommen — Fri, 10 Apr 2026 07:00:53 +0000

The future envisioned by marketers at the start of the decade has arrived: Gaming and esports have shifted from a niche consumer hobby and a ‘nice add-on’ to a staple part of marketing strategies and media budgets. From globally renowned brands such as Sony, Mastercard, Amazon, Pepsi, Adidas, Spotify and Hilton to Saudi Arabia’s market-leading […]

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Ramadan reset: What really matters this year

Ishwari Khatu — Thu, 12 Mar 2026 12:30:24 +0000

For years, Ramadan campaigns have relied on the familiar motifs of lanterns, crescent moons, family gatherings, nostalgic soundtracks and celebrity-driven films. While on the surface, the elements seem like ideal representations of Ramadan, in reality they’re quite often far off from what really resonates and reflects the realities of their audience. As Ramadan moves into […]

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FP7 McCANN MENAT promotes Cynthia Sarkis to Regional Head of Creative Hub

Anup Oommen — Tue, 24 Feb 2026 06:49:05 +0000

FP7 McCANN MENAT has promoted Cynthia Sarkis to Regional Head of Creative Hub, overseeing the agency’s creative hub operations across Dubai, Saudi Arabia, and Qatar, building on its continued momentum and strengthening operating models across key MENAT markets. In this expanded role, Sarkis will lead the n that enable FP7 McCANN teams to deliver work […]

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IMI appoints Mona Elsaka as Chief Brand, Marketing and Communications Officer

Anup Oommen — Thu, 22 Jan 2026 09:00:44 +0000

IMI, a global privately owned media group headquartered in the UAE, has appointed Mona Elsaka as Chief Brand, Marketing and Communications Officer. Elsaka is an award-winning global brand and marketing executive with a career spanning some of the world’s most recognised organisations. She held senior leadership roles at Fortune 100 and Fortune 500 companies, including […]

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Amp turns McLaren’s race data into a MasterCard sonic anthem

Ishwari Khatu — Thu, 15 Jan 2026 15:59:23 +0000

Sonic branding agency amp collaborated with MasterCard to bring its new sonic identity in the form of an anthem to life that marks its title sponsorship with McLaren Racing. The anthem was first launched and brought to the public eye during the Abu Dhabi Formula 1 Grand Prix, the final race of the 2025 season, […]

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FP7 McCann promotes Nick Salter to Regional Head of Strategy

Anup Oommen — Thu, 15 Jan 2026 12:50:55 +0000

Recognised for his contribution to agency performance and creative effectiveness, Nick Salter has been promoted to Regional Head of Strategy at FP7 McCann MENAT. The move follows 18 months of accelerated momentum in transforming the agency’s strategic output and commercial impact for some of the region’s most iconic brands. Since joining, Salter has helped accelerate […]

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Burson appoints Sana Ali Khan and Claire Lawson to senior leadership roles

Anup Oommen — Mon, 05 Jan 2026 06:00:06 +0000

Burson, a global communications agency purpose-built to create value for its clients through reputation, has revealed two key appointments to its senior leadership team in the Middle East and North Africa (MENA) region. Effective immediately, Sana Ali Khan has joined Burson as Chief Client Officer – MENA while Claire Lawson takes on the role of […]

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Mastercard and McLaren: Inside F1’s newest title sponsorship power play

Ishwari Khatu — Tue, 16 Dec 2025 07:07:39 +0000

Mastercard brand’s elevation to Official Naming Partner of the McLaren Formula 1 Team from 2026 marks one of the most significant commercial developments in modern F1. The move follows only a year of collaboration as a principal partner, yet the brand’s internal metrics delivered such strong results that the company accelerated its investment. “Our partnership with […]

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InMotion, TMG link up to bridge the media spend and outcomes gap

Anup Oommen — Thu, 18 Sep 2025 05:00:03 +0000

Calling an end to the era of vanity metrics, InMotion, a full-funnel programmatic and outcome-based solutions provider, has partnered with Transact Media Group (TMG), a disruptor from London that focuses on real-world transactions to fuel its audience, outcome and performance solutions. Anchored in the belief that clicks, impressions, and likes don’t pay the bills; sales […]

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