scale Archives - Campaign Middle East https://campaignme.com/tag/scale/ Wed, 01 Jul 2026 07:17:34 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://campaignme.com/wp-content/uploads/cropped-Campaign_512-32x32.png scale Archives - Campaign Middle East https://campaignme.com/tag/scale/ 32 32 Podcast: MarkApp’s Sotiris Oikonomou on contextual ads, CTV and data ownership https://campaignme.com/podcast-markapps-sotiris-oikonomou-on-contextual-ads-ctv-and-data-ownership/ Mon, 29 Jun 2026 06:49:47 +0000 https://campaignme.com/?p=123919 The cookie debate has become one of the industry’s longest-running weather reports. Every few months, the clouds gather, someone predicts a storm, and the market responds with a mix of urgency and hesitation: some run towards contextual advertising in the rain, others stay under the shrinking shelters of third-party cookies, while many stand somewhere in […]

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]]> Independent agency CEOs call out the industry’s biggest challenges https://campaignme.com/independent-agency-ceos-call-out-the-industrys-biggest-challenges/ Fri, 19 Jun 2026 06:11:47 +0000 https://campaignme.com/?p=123602 Twenty-five chief executives from across the region’s independent marketing sector gathered in Dubai last week for the inaugural CEO Summit of the Alliance of Independent Agencies Middle East, themed ‘From Request for Proposal to Request for Partnership’. The summit surfaced a clear and consistent view of what is not working, and where the industry must […]

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]]> Trust, truth and the future of media leadership https://campaignme.com/trust-truth-and-the-future-of-media-leadership/ Mon, 13 Apr 2026 05:30:46 +0000 https://campaignme.com/?p=120378 Trust and truth used to be the quiet foundations of media. These days, they’re the whole story. Anyone working in this industry can feel how dramatically the ground has shifted. Information now moves faster than audiences can process it. News breaks on social platforms before a journalist has even opened their laptop. In the middle […]

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]]> Standing out from the sea of sameness https://campaignme.com/standing-out-from-the-sea-of-sameness/ Fri, 10 Apr 2026 05:00:03 +0000 https://campaignme.com/?p=120280 We are entering what many have started calling the era of artificial intelligence (AI) slop and a sea of sameness. A world where AI allows brands to produce marketing faster, cheaper and in far greater volumes than ever before. Campaign visuals appear in seconds. Copy can be generated endlessly. Entire content calendars can be built […]

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]]> The influencer illusion: The Middle East has a scale problem, not an influence one https://campaignme.com/the-influencer-illusion-the-middle-east-has-a-scale-problem-not-an-influence-one/ Thu, 09 Apr 2026 07:20:03 +0000 https://campaignme.com/?p=120002 If you walked out of the 1 Billion Followers Summit earlier this year, you’d think the future of influencer marketing had already been decided. Creators are the new media. Influence is the new currency. Scale is everything. On stage, it all makes sense – In reality, it’s a lot messier. Despite the explosion of the […]

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]]> What the Primark Dubai launch teaches about market entry communications https://campaignme.com/what-the-primark-dubai-launch-teaches-about-market-entry-communications/ Tue, 07 Apr 2026 12:15:53 +0000 https://campaignme.com/?p=118924 On March 26, 2026, queues stretched up to 500 metres outside The Dubai Mall. Inside, 600 members of staff stood ready. The occasion was the opening of Primark’s first UAE store, and by any measure, it was one of the most anticipated retail moments this city has seen in years. When a global brand enters […]

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]]> Seen is not the same as remembered https://campaignme.com/seen-is-not-the-same-as-remembered/ Mon, 06 Apr 2026 04:30:10 +0000 https://campaignme.com/?p=118643 For decades, the outdoor advertising (OOH) industry has been anchored to a single metric: traffic volume. Highways became the gold standard. More cars meant more eyes, more eyes meant more value, and more value justified premium rates. The logic was clean, scalable, and easy to sell. But in 2026, that logic is showing its age. […]

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]]> Creativity in times of strife has never waited for permission https://campaignme.com/creativity-in-times-of-strife-has-never-waited-for-permission/ Fri, 03 Apr 2026 08:16:25 +0000 https://campaignme.com/?p=118610 Creativity has never asked if the moment was appropriate. It has simply continued – sometimes quietly, sometimes defiantly – because not creating was never really an option. History, if you look at it sideways, is not just a record of conflict. It is a record of what refused to stop. In 1665, when the plague […]

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]]> From a side quest to serious business: Has gaming entered the marketing mix? https://campaignme.com/from-a-side-quest-to-serious-business-has-gaming-entered-the-marketing-mix/ Fri, 27 Mar 2026 15:54:46 +0000 https://campaignme.com/?p=118292 For a long time, gaming sat on many marketing plans like a tab left open in the browser: patient, promising and waiting for a ping, but not central to the day’s real work. Over the past few months, that position has changed drastically in the Middle East. Several in-game campaigns, branded virtual ecosystems, content integrations, […]

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]]> Luma AI’s Jason Day on how agentic AI is remaking the creative process of marketing https://campaignme.com/luma-ais-jason-day-on-how-agentic-ai-is-remaking-the-creative-process-of-marketing/ Fri, 13 Mar 2026 12:30:17 +0000 https://campaignme.com/?p=117351 Agentic AI is remaking the strategic and creative process within marketing from the inside out. This is not a ‘nice-to-have’ plug-and-play tool that only improves efficiency; it is a holistic reformation of how end-to-end marketing workflows operate – from ideation, conception and exploration to adaptation, iteration and how the message is shipped and optimised for […]

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