MENA Archives - Campaign Middle East https://campaignme.com/tag/mena/ Mon, 13 Jul 2026 10:27:07 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://campaignme.com/wp-content/uploads/cropped-Campaign_512-32x32.png MENA Archives - Campaign Middle East https://campaignme.com/tag/mena/ 32 32 From search to answers: the quiet shift rewriting visibility, trust, and reputation https://campaignme.com/from-search-to-answers-the-quiet-shift-rewriting-visibility-trust-and-reputation/ Mon, 13 Jul 2026 10:27:07 +0000 https://campaignme.com/?p=124565 One of the most helpful mental models I’ve picked up is simple: we’re moving from a world of links to a world of answers. And in that world, the win condition changes. When your audience asks a question in an LLM interface, they aren’t met with ten blue links. They’re met with a single synthesis, […]

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]]> Cartoon Network and Cartoonito unveil July programming line-up across MENA https://campaignme.com/cartoon-network-and-cartoonito-unveil-july-programming-line-up-across-mena/ Wed, 08 Jul 2026 09:04:11 +0000 https://campaignme.com/?p=124315 This July, Cartoonito and Cartoon Network are bringing viewers across the region a summer packed with adventure, laughter and action. From exciting new episodes of fan-favourite series to special themed programming blocks, audiences can enjoy unforgettable journeys with beloved characters including Scooby-Doo, Ben 10, Mr. Bean, the Ninja of Ninjago, Gumball and the Teen Titans. […]

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]]> Why podcasting deserves a bigger seat at the media table https://campaignme.com/why-podcasting-deserves-a-bigger-seat-at-the-media-table/ Wed, 08 Jul 2026 06:53:24 +0000 https://campaignme.com/?p=124292 Global podcast advertising has crossed $5bn, yet many brands still treat it as an experimental opportunity rather than a primary channel. This gap between what podcasting delivers and how marketers deploy it has never been more costly to ignore. Numbers don’t lie While the rest of the media landscape fragmented into short-form scrolling, podcasting grew […]

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]]> Entertainment marketing agency UEG expands MENA presence with senior hire https://campaignme.com/entertainment-marketing-agency-ueg-expands-mena-presence-with-senior-hire/ Wed, 01 Jul 2026 05:39:47 +0000 https://campaignme.com/?p=124089 United Entertainment Group (UEG), the culture and entertainment marketing agency within DJE Holdings, has appointed Sawsan Abdillahi as SVP, Creator Partnerships for the Middle East and North Africa (MENA). The appointments aims to mark a significant step in the Edelman affiliated agency’s expansion across EMEA and the rapidly evolving creator economy in the Middle East. Based […]

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]]> The audience did not fragment; the journey did https://campaignme.com/the-audience-did-not-fragment-the-journey-did/ Fri, 19 Jun 2026 08:30:15 +0000 https://campaignme.com/?p=124303 For years, the media conversation has been framed as a choice: television (TV) or over the top (OTT), linear or digital, reach or relevance. It sounds structured, but it oversimplifies a shift that is far more fundamental. The audience did not disappear. It simply stopped moving in a straight line. People still watch stories. What […]

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]]> Spent 13 years buying OOH. Then I crossed the floor and sold it. Here’s what nobody tells you. https://campaignme.com/spent-13-years-buying-ooh-then-i-crossed-the-floor-and-sold-it-heres-what-nobody-tells-you/ Wed, 10 Jun 2026 08:16:26 +0000 https://campaignme.com/?p=123208 Most people in media spend a career on one side of the transaction. They become very good at it. They develop instincts, relationships, and a worldview that makes complete sense — from where they’re standing. The problem is that the person on the other side of the table has a completely different worldview. And as […]

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]]> The sponsorship is just the ticket; the community is the stadium https://campaignme.com/the-sponsorship-is-just-the-ticket-the-community-is-the-stadium/ Tue, 09 Jun 2026 12:00:26 +0000 https://campaignme.com/?p=123147 Regional brands are spending big on sports IP – and most of them are only using a fraction of what they bought. There is a conversation that happens a lot in boardrooms across Dubai and Riyadh right now. A brand has just signed a significant partnership with a Premier League club, an F1 team, or […]

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]]> Digital ad spend in MENA reaches $8b in 2025, IAB report reveals https://campaignme.com/digital-ad-spend-in-mena-reaches-8b-in-2025-iab-report-reveals/ Tue, 09 Jun 2026 11:35:11 +0000 https://campaignme.com/?p=123141 The Middle East and North Africa (MENA) digital advertising market reached $8.185b in 2025, representing 17.8 per cent year-on-year (YoY) growth, according to the latest industry report released by IAB MENA at a member event on 8 June, 2026. For the first time, the study also includes dedicated estimates for connected TV (CTV), retail media, […]

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]]> Dragons of MENA Awards in Dubai: Details revealed – categories, criteria, deadlines https://campaignme.com/dragons-of-mena-awards-in-dubai-details-revealed-categories-criteria-deadlines/ Fri, 05 Jun 2026 07:02:06 +0000 https://campaignme.com/?p=122970 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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]]> Is regional marketing more brand-led than campaign-led? https://campaignme.com/is-regional-marketing-more-brand-led-than-campaign-led/ Tue, 02 Jun 2026 07:30:46 +0000 https://campaignme.com/?p=122674 As marketers across the Middle East navigate the pressure to deliver immediate results while building brand, a key question continues to divide the industry: is regional marketing truly brand-led, or has it become overly campaign-led? For some, the region remains trapped in a loop of short-term activations, seasonal moments and performance-driven tactics that prioritise immediate […]

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