messaging Archives - Campaign Middle East

Saudi Report 2026: When words aren’t enough

Anup Oommen — Tue, 12 May 2026 06:00:19 +0000

In times of uncertainty, brands in Saudi Arabia and across the Middle East region tend to respond in one of two ways: they either go quiet, waiting for clarity, or they return quickly, filling the space with activity, offers and messaging to regain momentum. Neither approach works for long. When the environment is shifting – […]

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ABG hosts CMO Forum: Candid conversation on marketing leadership under pressure

Anup Oommen — Tue, 05 May 2026 10:05:09 +0000

The Advertising Business Group (ABG) hosted its first CMO Forum this week, bringing together senior marketing leaders from across industries for a closed-door discussion on one of the most pressing challenges facing the sector today: how to deliver measurable business growth while protecting long-term brand equity. Held at the Choueiri Group Dubai headquarters, the forum […]

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How BNW Developments reinforced commitment to worker wellness on Labour Day

Anup Oommen — Mon, 04 May 2026 05:00:15 +0000

In an industry often defined by soaring skylines and high-stakes sales launches, BNW Developments chose a different path on International Labour Day, which is marked on Friday, 1 May. Shifting the real estate marketing messaging and narrative from architectural milestones of buildings to the hands of those who build them, the developer launched a large-scale […]

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Leaders advise ‘showing up’ over silence; ‘presence with intent’ over performance

Anup Oommen — Wed, 15 Apr 2026 05:00:36 +0000

When the going gets tough, do the tough really get going or do they go silent? What happens when the response from leaders to an uncertain future is silence in the present? The Middle East region has been weathering a geopolitical and economic storm, which has seen many companies lower their profile, trim their public […]

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What changes for PR and marketing when the market feels uncertain?

Anup Oommen — Tue, 14 Apr 2026 04:30:01 +0000

Uncertainty changes how everything is read. The plan may still be strong, but the environment around it shifts quickly. What felt relevant in PR and marketing not too long ago can suddenly need a second look, simply because the context has changed. This is where PR and marketing start to operate differently, not in theory, […]

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Why resilience and adaptability are the new operating system for PR

Anup Oommen — Tue, 07 Apr 2026 04:30:19 +0000

In an era of rapid technological and social change, public relations (PR) can no longer rely on static playbooks. The old ways of carefully controlled narratives and predictable news cycles have been replaced by something far more dynamic. Today’s communications landscape requires a new operating system with two core capabilities: resilience and adaptability. Resilience should […]

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‘There’s No Place Like Home’: How Justlife turned a brand promise into real-world support

Anup Oommen — Fri, 03 Apr 2026 08:37:42 +0000

Justlife, a UAE-based homegrown super-app for at-home services, has revealed details about the strategy and rollout of its latest campaign, which turns a brand promise into real-world support, saying ‘There’s No Place Like Home’. The idea behind the campaign didn’t originate from a brief, but rather from something far more personal. Speaking in an exclusive […]

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Middle East CMOs, CEOs: ‘The mandate hasn’t changed; the pressure has’ – ABG Pulse Survey

Anup Oommen — Fri, 27 Mar 2026 12:10:30 +0000

While more than 90 per cent of marketing leaders, including chief marketing officers (CMOs), chief executive officers (CEOs) and senior marketing leaders across C-suite and top leadership levels, have stated that while their top priority is still to drive measurable business growth, the pressure is increasing. These results were shared in the latest ABG Pulse […]

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More than 50 leaders discuss: How should brands respond in a crisis?

Anup Oommen — Mon, 23 Mar 2026 04:20:45 +0000

As brands across the Middle East navigate an increasingly complex and fast-moving environment, a recent roundtable hosted by AUTHORITY by AVANTGARDE brought together more than 50 marketing professionals and industry leaders from across the UAE, wider GCC and international markets to address a timely question: how should brands communicate during periods of crisis? The session, […]

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The UAE’s most powerful PR asset: its people

Anup Oommen — Wed, 11 Mar 2026 04:45:04 +0000

In marketing, brands spend enormous sums trying to create one thing: evangelists. These are the people who advocate for a brand not because they are paid to, but because they genuinely believe in it. They defend it, recommend it, and share their experiences with others simply because trust has been earned. Few places in the […]

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