Mindshare Archives - Campaign Middle East

Is regional marketing more brand-led than campaign-led?

Ishwari Khatu — Tue, 02 Jun 2026 07:30:46 +0000

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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Du and WPP Media’s Mindshare reveal elevated digital media quality with DoubleVerify

Anup Oommen — Mon, 25 May 2026 07:00:34 +0000

Mindshare MENA, A WPP Media Brand, in partnership with du, one of UAE’s leading telecommunication providers, has revealed the results of a strategic initiative to enhance digital media quality and brand safety. By deepening its use of DoubleVerify’s (DV) comprehensive media effectiveness solution, the partnership achieved a significant reduction in media block rates, enhanced viewability […]

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du campaign ‘bridges the space between’ people, communities in the UAE

Anup Oommen — Tue, 06 Jan 2026 09:00:15 +0000

Telecom and digital services provider du has launched ‘Bridging the Spaces Between Us’: a new brand campaign that places human connection at the centre of its story. Created with TBWA\RAAD, and brought to life in collaboration with Mindshare, The Goat Agency, SOCIALEYEZ, The Hanging House, and Rush Films, the du campaign premiered on Burj Khalifa, […]

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Property Finder unveils ‘It All Starts Here’ integrated campaign

Anup Oommen — Thu, 11 Sep 2025 05:20:58 +0000

Property Finder has revealed the strategic rollout of the ‘It All Starts Here’ integrated marketing campaign, timed perfectly during a peak real estate period that combines back-to-school, the end of summer, the influx of new arrivals in the UAE – all of which reportedly make it a prime time for renting, buying and investing in homes. […]

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Virgin Mobile launches heartfelt ‘Be In the Moment’ campaign

Anup Oommen — Wed, 10 Sep 2025 13:00:52 +0000

Virgin Mobile UAE has unveiled its new 360-degree campaign, Be In the Moment. Everywhere., marking a bold departure from the lighthearted comedy of its previous offer-led campaign. This time, the brand goes beyond offers and tech talk – to create a deeper emotional connection with its audience. It’s about meaningful presence, not just presence. A […]

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Globale Media appoints Vishal Singh as VP – Agency and Advertising Partnerships

Anup Oommen — Wed, 03 Sep 2025 04:00:24 +0000

Globale Media – a leading performance marketing, branding and adtech solutions – has appointed Vishal Singh as Vice President – Agency & Advertising Partnerships . With more than two decades of rich experience across telecom, media and digital advertising, Singh brings expertise in brand management, business strategy, and marketing innovation to accelerate Globale Media’s next […]

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Cannes Lions 2025 contenders: MENA campaigns to keep an eye on

Anup Oommen — Wed, 11 Jun 2025 10:26:03 +0000

With just days to go for the Cannes Lions International Festival of Creativity 2025 expectations for the MENA region are riding high – especially given that agencies from the UAE and KSA picked up 22 Lions and a Grand Prix in 2024. As a result of this success last year, the UAE climbed three spots […]

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MMA Smarties MENA 2025 winners announced

Ishwari Khatu — Fri, 16 May 2025 11:56:29 +0000

The MMA SMARTIES MENA 2025 winners were revealed at a ceremony held at Atlantis, The Palm, Dubai, recognising marketing effectiveness and innovation across the region. The annual programme honours impactful work that reflects the evolving nature of modern marketing – from AI integration and real-time engagement to storytelling and purpose-led initiatives. Publicis Groupe agencies led […]

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Zespri ‘Jam Packed’ campaign proves nutritional value, drives purchase intent

Anup Oommen — Thu, 15 May 2025 06:00:35 +0000

Zespri, one of the world’s most beloved Kiwi fruit brands, has launched its Jam Packed campaign, showcasing the nutritional value of kiwi fruits, and the distinct and bold flavour of the fruit, while addressing common consumer misconceptions around its value and premium price point. The campaign, which has a singular focus on motivating consumers to […]

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du campaign: 12 creators. 1 phone. 48-hour non-stop livestream. 1 world record.

Anup Oommen — Wed, 14 May 2025 06:20:20 +0000

Telecom and digital services provider du has set a Guinness World Record™ for the ‘Longest Promotional Livestream’, accomplished in collaboration with TikTok Live MENA, as part of its Unstoppable Network campaign. The campaign was brought to life by creative agency TBWA\Raad, production house Digital Tree, media agency Mindshare, and influencer agency GOAT, part of GroupM, […]

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