representation Archives - Campaign Middle East

The Power in Play: Dubai Media and Livewire launch in-depth report on gaming

Anup Oommen — Thu, 02 Apr 2026 12:25:42 +0000

Dubai Media, in partnership with Livewire, has launched an in-depth report on gaming, highlighting it as a multilingual, multi-device and multi-dimensional space where brand opportunity meets belonging. The study was conducted between August and September 2025 in the form of online quantitative surveys with 601 people including Gen Z, millennials and Gen X in the […]

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IWD 2026: Diversity was never the point. Growth always was.

Anup Oommen — Thu, 12 Mar 2026 12:15:04 +0000

This month marks International Women’s Day, when organisations across the region reaffirm their commitments to diversity, equality, representation and progress. These moments matter. They bring visibility to an issue that has historically struggled to hold sustained attention. But once the posts are published, a more practical question remains. What does inclusion actually change for businesses […]

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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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Middle East Social Media and Digital Association (MESMDA) launches in the UAE

Anup Oommen — Thu, 05 Feb 2026 08:50:29 +0000

The Middle East Social Media and Digital Association (MESMDA) has officially launched in Dubai, marking a significant step forward for the region’s rapidly expanding digital industry. As one of the world’s most dynamic digital markets, the Middle East has long lacked a unified body dedicated to supporting, representing and advancing social media and digital professionals. […]

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An invisible revolution of DEI leaders becoming corporate hackers in 2025

Shantelle Nagarajan — Wed, 03 Sep 2025 10:51:28 +0000

That is not a funeral – it is a jailbreak. Walk any corporate corridor today, and you will find inclusion work alive, sharper and wired deep into the organisation even as the old titles vanish. The Chief Diversity Officer role is rare, but its DNA now runs through a new breed of operators: culture hackers, […]

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Beyond the ‘Arabic Audience’: Why GCC marketing demands hyper-localisation

Anup Oommen — Wed, 03 Sep 2025 03:40:28 +0000

The annual Global Digital Report from We Are Social and Meltwater, along with the mid-year Statshot, provides a detailed picture of how people worldwide connect and behave online. Using data from partners such as GWI and Statista and with analysis by Simon Kemp, it reveals significant regional differences in internet use, including in the GCC, […]

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Women in advertising: Taking DEI beyond mere dialogues on diversity

Anup Oommen — Thu, 28 Aug 2025 13:00:47 +0000

It’s time for a reality check. Leaders in the industry are requesting honesty and authenticity; so, there’s no room to mince words. From a bird’s eye view, how does the Middle East advertising industry’s implementation of diversity, equity and inclusion (DEI) weigh up against its goals? Sure, we hear – time and again – about […]

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Emirati leaders mandate a reality check on Emirati Women’s Day

Hiba Faisal — Thu, 28 Aug 2025 12:57:20 +0000

Emirati Women’s Day (EWD) offers brands an opportunity to spotlight local talent. Yet, too often, these campaigns reduce the opportunity to tokens and symbols, rather than turning to Emirati women as collaborators who can help brands reflect the culture, identity and values of local communities. In a market where authenticity is increasingly under scrutiny, EWD […]

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Women in advertising: ‘You don’t need to man up’

Anup Oommen — Thu, 28 Aug 2025 07:00:48 +0000

“Woman up!” That’s what my then-colleague, now-dear-friend, Ali told me when I nervously asked if I was really cut out for one of the biggest pitches of my career. It wasn’t the typical encouragement I was used to hearing. But it stuck. Because in just two words, it flipped a tired phrase on its head […]

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Women in advertising: Stop being a case study, start being the standard

Anup Oommen — Thu, 28 Aug 2025 05:20:47 +0000

If I had a dollar for every time I heard “DEI is a trend” I could retire. But I won’t. Because for me, and for countless women in Lebanon and across the Middle East, it was never a trend. It was survival. A conviction. It was about a drive that held us up in management […]

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