opinion Archives - Campaign Middle East https://campaignme.com/tag/opinion/ Thu, 04 Jun 2026 12:15:00 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://campaignme.com/wp-content/uploads/cropped-Campaign_512-32x32.png opinion Archives - Campaign Middle East https://campaignme.com/tag/opinion/ 32 32 MENA luxury consumers have changed, but has luxury marketing kept up? https://campaignme.com/mena-luxury-consumers-have-changed-but-has-luxury-marketing-kept-up/ Thu, 04 Jun 2026 12:15:00 +0000 https://campaignme.com/?p=122939 For years, the Middle East was viewed as the growth engine for the luxury marketing landscape. It was a region where global brands could expand quickly, invest in high-visibility retail spaces and rely on aspiration-driven marketing to build demand. That model made sense at the time.  But the market has evolved quickly, and consumer behaviour has changed even faster.  Today, the region is […]

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]]> How AI is not replacing creativity, just changing what it looks like https://campaignme.com/how-ai-is-not-replacing-creativity-just-changing-what-it-looks-like/ Wed, 03 Jun 2026 11:13:17 +0000 https://campaignme.com/?p=122854 Over the last year, I’ve become fascinated by the way people talk about artificial intelligence (AI) and the sentiment behind the topic. Every day there seems to be another argument happening about whether creativity is dead, whether production companies will disappear or whether humans are about to become completely irrelevant because somebody generated an image […]

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]]> Heritage is not inheritance https://campaignme.com/heritage-is-not-inheritance/ Tue, 02 Jun 2026 14:43:50 +0000 https://campaignme.com/?p=122804 There was a time, not very long ago, when a luxury brand could simply say “Since 1850” and expect the room to fall respectfully silent for a moment. Heritage carried authority. The older the maison, the more instinctively credible it appeared. And somewhere along the way, luxury brands became deeply accustomed to the idea that […]

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]]> Campaign’s Luxury Edition 2026 is out now https://campaignme.com/campaigns-luxury-edition-2026-is-out-now/ Tue, 02 Jun 2026 05:51:56 +0000 https://campaignme.com/?p=122676 Campaign Middle East’s June issue – The Luxury Edition 2026 – is out now online and on stands. The issue delves into the changing landscape of luxury and how its marketed globally and in the region.  It also features the latest TV & Video Guide, alongside a focus on customer experience (CX) and the creator […]

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]]> The day luxury remembered who it was and the room where it happened https://campaignme.com/the-day-luxury-remembered-who-it-was-and-the-room-where-it-happened/ Mon, 25 May 2026 10:23:52 +0000 https://campaignme.com/?p=122548 Luxury has always understood the power of presence. The right room, the right guest, the right cultural context, the right moment of tension before something is revealed. For years, the industry invested heavily in digital acceleration, social reach, creator amplification, always-on content. But as audiences become harder to capture and screens grow increasingly saturated, luxury […]

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]]> What House of the Dragon is teaching streaming platforms about audience behaviour https://campaignme.com/what-house-of-the-dragon-is-teaching-streaming-platforms-about-audience-behaviour/ Fri, 22 May 2026 13:41:41 +0000 https://campaignme.com/?p=122449 Opening weekends were once the clearest indicator of how popular a series would become. Today, however, some of the strongest audience signals are emerging long before the opening credits roll. When the teaser trailer for Season 3 of House of the Dragon premiered on 28 April, at OSN+, we expected a wave of anticipation across […]

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]]> Media has a coordination problem, not an innovation gap https://campaignme.com/media-has-a-coordination-problem-not-an-innovation-gap/ Fri, 22 May 2026 11:44:00 +0000 https://campaignme.com/?p=122421 Across the industry, the language of progress has become predictable. AI will transform planning. Omnichannel will unify the customer journey. Programmatic will unlock efficiency across formats. None of this is wrong. But it overlooks a more pressing issue. The constraint on impact is no longer access to technology. It is the ability to govern how […]

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]]> What brands now expect from agency partners in the Middle East https://campaignme.com/what-brands-now-expect-from-agency-partners-in-the-middle-east/ Fri, 22 May 2026 11:20:02 +0000 https://campaignme.com/?p=122422 Once upon a time, the agency relationship was simple. A brief came in. The work went out. Success was measured by how strong the output was and how reliably it was delivered. For a long time, that model worked. The lines were clear, the expectations were manageable and as long as the work was good, […]

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]]> AI ads: Slop or superpower? https://campaignme.com/ai-ads-slop-or-superpower/ Fri, 22 May 2026 10:49:51 +0000 https://campaignme.com/?p=122403 Everyone is asking whether AI will ruin advertising. I think that is the wrong question. Bad advertising was already everywhere. AI just made it faster. That is why the debate around AI-generated ads has become so emotional. The industry has turned it into another binary argument: human versus machine, craft versus automation, soul versus scale. […]

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]]> Private View by Tyra Creative’s Tyra Shakil https://campaignme.com/private-view-by-tyra-creatives-tyra-shakil/ Wed, 20 May 2026 12:30:50 +0000 https://campaignme.com/?p=122295 Campaign Middle East features a monthly Private View section with a range of insights and viewpoints from industry experts, revealing the intricate world of marketing and advertising campaigns. This month’s review is by Tyra Shakil, Founder and Creative Director, Tyra Creative. Sarwa: Wealth’s New Look This is a strong shift in how wealth is represented. […]

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