storytelling Archives - Campaign Middle East https://campaignme.com/tag/storytelling/ Tue, 02 Jun 2026 14:43:50 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://campaignme.com/wp-content/uploads/cropped-Campaign_512-32x32.png storytelling Archives - Campaign Middle East https://campaignme.com/tag/storytelling/ 32 32 Heritage is not inheritance https://campaignme.com/heritage-is-not-inheritance/ Tue, 02 Jun 2026 14:43:50 +0000 https://campaignme.com/?p=122804 There was a time, not very long ago, when a luxury brand could simply say “Since 1850” and expect the room to fall respectfully silent for a moment. Heritage carried authority. The older the maison, the more instinctively credible it appeared. And somewhere along the way, luxury brands became deeply accustomed to the idea that […]

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]]> Everything looks right. That’s exactly why it fails. https://campaignme.com/the-sameness-problem-in-luxury-advertising/ Mon, 25 May 2026 06:40:15 +0000 https://campaignme.com/?p=122572 In Dubai’s luxury advertising landscape, the challenge is not execution. It is uniformity disguised as quality. Production is global, teams are highly capable, and execution is consistently polished. Yet when you step back and look at the output, it becomes difficult to distinguish one brand from another. Remove the logos, and much of the work […]

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]]> Podcast: Xiaomi’s Wang Bing on building value-based premium in the Middle East https://campaignme.com/podcast-xiaomis-wang-bing-on-building-value-based-premium-in-the-middle-east/ Mon, 25 May 2026 04:00:44 +0000 https://campaignme.com/?p=122334 On the latest episode of Campaign Middle East’s On The Record podcast, Wang Bing, Head of Marketing, Xiaomi Middle East,  discusses the shift from value-driven pricing to value-based premium, the importance of storytelling and seamless ecosystems, balancing brand control and influencer collaborations, as well as evolving marketing strategies in the Middle East. Wang explains how premium is […]

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]]> Podcast: Equiti’s Hari Carpenter on why brands need a backbone and brave flexibility https://campaignme.com/podcast-equitis-hari-carpenter-on-why-brands-need-a-backbone-and-flexibility-to-be-brave/ Fri, 22 May 2026 14:30:47 +0000 https://campaignme.com/?p=122313 On the latest episode of Campaign Middle East’s On The Record podcast, Hari Carpenter, Head of Brand for Equiti, discusses the importance of balancing brand consistency with evolution; balancing rationality and emotion in the fintech space by maintaining a human touch; the importance of building trust through community initiatives; and the importance of humanity and storytelling in […]

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]]> OFFLINE EDITIONS opens conversations on creativity and community in Dubai https://campaignme.com/offline-editions-opens-conversations-on-creativity-and-community-in-dubai/ Wed, 20 May 2026 10:10:37 +0000 https://campaignme.com/?p=122277 On Friday, 15 May, OFFLINE EDITIONS brought together professionals from across the region’s creative and communications industries for a day of conversations, workshops and community-driven connection. Held at Alserkal Avenue’s gooder, the event welcomed voices from media, marketing, hospitality, content creation and culture for a programme centred on dialogue, collaboration and real-world exchange. At a […]

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]]> Coachella, Carolyn Bessette and Coach didn’t get the generational marketing memo and neither should you https://campaignme.com/coachella-carolyn-bessette-and-coach-didnt-get-the-generational-marketing-memo-and-neither-should-you/ Fri, 15 May 2026 06:00:29 +0000 https://campaignme.com/?p=122084 We have spent the better part of a decade building an industry out of generational segmentation. We built frameworks, cohort maps and persona decks. We assigned values to birth years. We told ourselves that if we could crack the Gen Z mindset, or finally decode the Boomer’s nostalgia code, we’d have the formula. We were […]

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]]> Industry Snapshot: The power of investing in real audience intelligence in Saudi Arabia https://campaignme.com/industry-snapshot-the-power-of-investing-in-real-audience-intelligence-in-saudi-arabia/ Thu, 14 May 2026 09:10:20 +0000 https://campaignme.com/?p=122074 Bloomberg Media’s Amit Nayak shares why brands need to prioritise in real audience intelligence for Saudi Arabia’s rapidly evolving creative, marketing and advertising industries. What is the biggest challenge faced by the Saudi creative, marketing and advertising industry? The biggest challenge is balancing rapid transformation with meaningful differentiation. Saudi is evolving at extraordinary speed, and […]

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]]> Aces of Space appoints Rohma Theunissen as its new Brand Strategy Director https://campaignme.com/aces-of-space-appoints-rohma-theunissen-as-brand-strategy-director/ Thu, 14 May 2026 08:45:28 +0000 https://campaignme.com/?p=122010 Aces of Space has appointed Rohma Theunissen as Brand Strategy Director, marking a significant step in the agency’s continued evolution as a global design and branding consultancy operating across strategy, identity and experience. In the new role, Theunissen will lead strategic development across the agency’s portfolio, focusing on brand positioning, customer experience, storytelling and long-term […]

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]]> Ruder Finn group launches RF Thunder in MENA https://campaignme.com/ruder-finn-group-launches-rf-thunder-in-mena/ Tue, 12 May 2026 10:06:05 +0000 https://campaignme.com/?p=121887 The Ruder Finn group has launched RF Thunder, an insights-driven communications consultancy in the MENA region. The launch marks a strategic expansion to support the region’s rapidly scaling SMEs, fast-evolving economic landscape, challenger brands, and high-growth businesses. Bianca Riley has been appointed General Manager to lead the new agency arm. The launch comes as the […]

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]]> The pill that changed the conversation: how GLP-1 shifted into consumer culture https://campaignme.com/the-pill-that-changed-the-conversation-how-glp-1-shifted-into-consumer-culture/ Thu, 30 Apr 2026 04:20:27 +0000 https://campaignme.com/?p=121271 Having worked closely on GLP-1 across the region, one thing is clear. This is no longer just a treatment story. It is a marketing shift. What we are seeing today is a real behavioural change in how people approach weight management. And with oral options entering the market, that shift is only picking up pace. […]

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