signals Archives - Campaign Middle East

Consumers have already moved on; most marketing hasn’t

Shantelle Nagarajan — Fri, 15 May 2026 06:04:20 +0000

I have lost count of how many times I have heard that marketing is broken. Usually, it comes up in conversations about declining effectiveness, rising costs, or the latest platform that is supposed to change everything. But from where I sit, leading consumer experience across multiple markets, the problem isn’t marketing itself. The fundamentals still […]

The post Consumers have already moved on; most marketing hasn’t appeared first on Campaign Middle East.

Saudi Report 2026: When words aren’t enough

Anup Oommen — Tue, 12 May 2026 06:00:19 +0000

In times of uncertainty, brands in Saudi Arabia and across the Middle East region tend to respond in one of two ways: they either go quiet, waiting for clarity, or they return quickly, filling the space with activity, offers and messaging to regain momentum. Neither approach works for long. When the environment is shifting – […]

The post Saudi Report 2026: When words aren’t enough appeared first on Campaign Middle East.

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 […]

The post IWD 2026: Diversity was never the point. Growth always was. appeared first on Campaign Middle East.

Bold bets: Marketers and industry leaders share focus areas for 2026

Anup Oommen — Wed, 11 Feb 2026 10:38:05 +0000

After 12 months of testing, experimenting, and trying out new platforms, technologies and tools in search of better outcomes, client-side marketers and industry leaders are now calling for 2026 to be a year of focus. Some of the most respected voices across the brand and marketing landscape speak to Campaign Middle East about turning away […]

The post Bold bets: Marketers and industry leaders share focus areas for 2026 appeared first on Campaign Middle East.

The year ahead for integrated advisory

Anup Oommen — Fri, 06 Feb 2026 04:15:39 +0000

“There is no such thing as PR anymore.” Martin Sorrell delivered that line recently in true Sorrell style, with the kind of divisive proclamations he’s built a career on. The industry bristled, predictably. Defensive op-eds followed. The usual. But Sorrell’s framing overshoots. It’s a punchy verdict with no prescription, mistaking evolution for extinction. What matters […]

The post The year ahead for integrated advisory appeared first on Campaign Middle East.

Bots are shopping on sites, but not how you think, industry leaders say

Anup Oommen — Tue, 16 Sep 2025 10:28:06 +0000

Retailers have moved online to grow faster and reach new customers. But along the way, many have unknowingly opened the door to competitor bots. These bots look like customers. They visit sites, click ads and browse products. But their real goal? Scrape pricing, waste ad spend, and give rivals an unfair edge. Dimitris Bakas, Senior […]

The post Bots are shopping on sites, but not how you think, industry leaders say appeared first on Campaign Middle East.

Platformance, Mindshare KSA drive app-led growth for Nova Water KSA

Anup Oommen — Thu, 17 Jul 2025 05:20:59 +0000

In an ambitious move to take control of its sales channel, leading Saudi bottled water brand Nova Water has successfully transformed its mobile app into a high performing commercial engine, through a results-focused performance campaign executed by Platformance in collaboration with Mindshare KSA. The problem and the business objective In the bottled water category, brands […]

The post Platformance, Mindshare KSA drive app-led growth for Nova Water KSA appeared first on Campaign Middle East.

WPP Media expands Open Intelligence, reveals retail and media partners

Anup Oommen — Mon, 09 Jun 2025 05:20:24 +0000

WPP Media has expanded its Open Intelligence data solution, offering the industry a large marketing model (LMM) trained to understand and predict audience behaviour and marketing performance based on patterns derived from trillions of signals from datasets that reveal how people engage with content, brands, platforms, and products in real time. Open Intelligence allows brands […]

The post WPP Media expands Open Intelligence, reveals retail and media partners appeared first on Campaign Middle East.

Branch CEO David Karnstedt on why measurement and retention are mission-critical

Anup Oommen — Tue, 06 May 2025 09:45:31 +0000

We live in an era where time, attention, positive experiences and engagement have become the most valuable commodities in a saturated, competitive and ‘noisy’ market, even as marketers are increasingly being held accountable for measurement, return on investment (ROI) and return on advertising spend (ROAS) as they attempt to balance scalability and sustainability. The challenges […]

The post Branch CEO David Karnstedt on why measurement and retention are mission-critical appeared first on Campaign Middle East.

Overcoming ‘signal loss’ in a privacy-first world

Campaign Editorial — Mon, 14 Oct 2024 05:30:07 +0000

Marketing professionals live in ‘interesting times’. In the mobile space, Apple’s App Tracking Transparency (ATT) framework presents a significant challenge by limiting the visibility of user data for marketers, often leading to what is known as “signal loss” — a reduction in the data signals that once guided campaign optimisation. Experience-builders — marketers focused on […]

The post Overcoming ‘signal loss’ in a privacy-first world appeared first on Campaign Middle East.