Perspective Archives - Campaign Middle East

What brands now expect from agency partners in the Middle East

Shantelle Nagarajan — Fri, 22 May 2026 11:20:02 +0000

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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Radio Asharq with Bloomberg launches ‘The Finfluencer’ campaign for financial literacy

Anup Oommen — Fri, 08 May 2026 12:05:17 +0000

Radio Asharq with Bloomberg, has launched ‘The Finfluencer’, an innovative campaign reflecting a shift in how financial knowledge reaches audiences from specialised content to practical, everyday understanding. As audiences increasingly rely on multiple platforms for financial information, a gap has emerged between the speed of accessing information and the quality of its interpretation. In response, […]

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Resilience, perspective and purpose: Reflecting on the UAE’s digital media industry

Anup Oommen — Wed, 25 Mar 2026 07:15:35 +0000

I arrived in Dubai during November 2009, since then I’ve had the privilege of watching this region evolve into one of the most dynamic and ambitious digital ecosystems in the world. This isn’t just a place where I’ve built a career; it’s where I met my wife, raised our family and made our home. And […]

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Brave new work

Shantelle Nagarajan — Tue, 24 Mar 2026 04:00:22 +0000

There’s a quiet kind of fear going around about creative work in our industry these days. You may not always hear it directly, but you can at least sense it. In meetings, casual conversations, and in the way people talk about ‘what’s next’. It usually comes down to one question, even if no one says […]

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The anatomy of a creative

Anup Oommen — Mon, 19 Jan 2026 06:00:59 +0000

Why is it that some people seem to come up with novel ideas more frequently than others? Why do ideas seem to hit at the most odd hours? Could research in treating brain strokes help you develop a more creative brain? If the goal of creativity is to think up novel and useful ideas consistently, […]

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The invisible cracks: Why businesses fail before they realise it

Anup Oommen — Thu, 11 Dec 2025 03:46:34 +0000

Most businesses don’t collapse because of the challenges they see coming. They stumble because of the ones they don’t. The fault lines are almost always invisible at first, small cracks hidden beneath the surface of success. A loyal customer base, a strong quarter, or a celebrated brand story can create the illusion of stability. But […]

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Comms in times of crisis – By Ananda Shakespeare

Campaign Staff — Mon, 13 Jun 2022 09:01:26 +0000

The Amber Heard/Johnny Depp libel case got me thinking about reputational PR – and PR in times of crisis. For companies, crisis communications should be meticulously planned with either a retained agency or an ad-hoc crisis communications specialist. There are a series of things which should be in place – in preparation for worst-case scenarios. […]

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