simplicity Archives - Campaign Middle East

Jacquemus recognises organic, personal storytelling by creative voices from Lebanon

Anup Oommen — Mon, 20 Apr 2026 14:00:05 +0000

Globally renowned luxury brand Jacquemus has taken note of organic storytelling by a group of creative voices in Lebanon, who began creating a film as a passion project, which then turned into a viral video garnering more than 500,000 views to date. The project began as a deeply personal film based on a true story […]

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Low effort or radical authenticity? Lessons for brands from “Bieberchella”

Anup Oommen — Thu, 16 Apr 2026 06:32:30 +0000

I didn’t expect Justin Bieber’s performance at Coachella to be a branding lesson. But yet here we are. Because somewhere between the stripped back set-up, sunglasses, hoodie and what at first looked like a casual stroll through YouTube, Bieber achieved something that brands spend millions trying to manufacture. Let’s be clear – this wasn’t low […]

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How brands can connect with consumers even through crises and conflicts

Anup Oommen — Fri, 03 Apr 2026 05:00:21 +0000

In a region as layered and fast evolving as the Middle East, brands are judged not only by what they offer but by how clearly, they express who they are. For me, the starting point is simple: if a brand cannot be understood easily, it will struggle to be trusted. Simplicity, therefore, should not just […]

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Is Gen Z reshaping traditional brand loyalty? What must brands do?

Anup Oommen — Thu, 05 Mar 2026 04:49:28 +0000

For decades, loyalty was treated as a long-term emotional bond. Consumers chose a brand, enrolled in its programme, accumulated points and, more often than not, stayed. In the GCC today, that model is under pressure, and generation Z is leading the shift. According to Dragonpass’ latest GCC Loyalty Index, consumers aged 18 to 24 are […]

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Ford MENA’s Marketing Director reveals strategic rollout of new brand platform

Anup Oommen — Tue, 27 Jan 2026 14:00:13 +0000

Ford MENA recently rolled out its new brand platform ‘Ready. Set. Ford.’ (RSF), marking a significant evolution in Ford’s brand identity. Going far beyond a tagline, the new brand platform was intended to position the brand as an ‘enabler of every journey’ both on the road and in life. Campaign Middle East spoke to Andrew […]

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Digital Essays 2025: Seen across every screen

Anup Oommen — Tue, 16 Dec 2025 05:20:28 +0000

Globally, the lines between TV, streaming and digital video have blurred and, honestly, in MENA, they might have disappeared completely. People here aren’t thinking about platforms; they’re chasing stories. From YouTube on mobile, to connected TV (CTV) in the living room, to that 2 AM reel a friend sends, it’s all just video now. This […]

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Haleon and Centrum transform how we see health

Anup Oommen — Mon, 15 Dec 2025 12:55:00 +0000

Health is a broad term – how does Haleon view the concept of health? Murtaza Mahfooz: Health is universal, but understanding and access often fall short. That’s where Haleon steps in. Our purpose is clear: To deliver better everyday health with humanity. For us, that means balancing science with a human touch in everything we […]

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Turning attention into business impact

Anup Oommen — Tue, 04 Nov 2025 04:00:21 +0000

Advertising is no longer a race for visibility only. It is a competition for attention, and attention has become the most valuable asset in marketing. In a world where audiences are more selective and more empowered than ever, the brands that succeed are those that earn this attention rather than demand it. Across MENA, consumers […]

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Cannes Lions 2025: Natalie Shardan shares insights from the jury room

Anup Oommen — Wed, 30 Jul 2025 06:47:54 +0000

Great brand experiences don’t just show up – they stay with you. They stir something, shift something and leave something behind. Judging the Cannes Lions in Brand Experience and Activation this year was a powerful reminder of that. In a room full of bold opinions and sharp minds from around the world, we sifted through […]

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C2 Comms appoints Saurabh Dahiya as Head of Strategy and Planning

Anup Oommen — Tue, 27 May 2025 08:00:37 +0000

Independent creative agency C2 Comms has appointed Saurabh Dahiya as its new Head of Strategy and Planning to build on its commitment to deliver unignorable brand solutions across the Middle East region. With nearly two decades of experience in strategy and brand-building across the Middle East and Asia, Dahiya brings a distinctive blend of what […]

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