Strategy Archives - Campaign Middle East https://campaignme.com/tag/strategy/ Thu, 04 Jun 2026 08:46:43 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://campaignme.com/wp-content/uploads/cropped-Campaign_512-32x32.png Strategy Archives - Campaign Middle East https://campaignme.com/tag/strategy/ 32 32 Xawiya Studios launches ANA and ARCC for IP, talent rights, AI readiness and compliance https://campaignme.com/xawiya-studios-launches-ana-and-arcc-for-ip-talent-rights-ai-readiness-and-compliance/ Thu, 04 Jun 2026 08:46:43 +0000 https://campaignme.com/?p=122925 Xawiya Studios, a GenAI creative production studio behind, has launched two new divisions — ANA and ARCC — establishing it as a 360-degree AI studio. With the addition of ANA, a dedicated IP and talent rights platform, and ARCC, an AI readiness and compliance check advisory division, Xawiya now offers a complete vertically integrated stack […]

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]]> Justlife expands PR partnership with Ruder Finn Atteline across the UAE https://campaignme.com/justlife-expands-pr-partnership-with-ruder-finn-atteline-across-the-uae/ Mon, 25 May 2026 05:00:10 +0000 https://campaignme.com/?p=122563 Justlife, a leading at-home services super-app in the Middle East, has appointed Ruder Finn Atteline to lead its corporate communications mandate across the UAE, as the platform continues to scale its integrated home and healthcare offering,  building on a partnership that has been underway since October 2025. Ruder Finn Atteline, the MENA arm of the […]

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]]> New Balance takes over Alserkal Avenue for Grey Days 2026 https://campaignme.com/new-balance-takes-over-alserkal-avenue-for-grey-days-2026/ Fri, 22 May 2026 12:46:48 +0000 https://campaignme.com/?p=122299 New Balance hosted is annual Grey Days celebration this month, with a takeover of Alserkal Avenue in Dubai under The Grey Days Neighborhood experience. The 10-day event activation saw several partnerships with local, homegrown brands which included workshops, work-out classes, curated menus at artisanal coffee shops and more. Open to the public from 1 May […]

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]]> AI ads: Slop or superpower? https://campaignme.com/ai-ads-slop-or-superpower/ Fri, 22 May 2026 10:49:51 +0000 https://campaignme.com/?p=122403 Everyone is asking whether AI will ruin advertising. I think that is the wrong question. Bad advertising was already everywhere. AI just made it faster. That is why the debate around AI-generated ads has become so emotional. The industry has turned it into another binary argument: human versus machine, craft versus automation, soul versus scale. […]

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]]> Performance marketing: The growth engine GCC is building on https://campaignme.com/performance-marketing-the-growth-engine-gcc-is-building-on/ Mon, 18 May 2026 13:48:08 +0000 https://campaignme.com/?p=122169 Across the UAE and Saudi Arabia, performance marketing has crossed a threshold. It is no longer a supplemental tactic or a test-and-learn channel it is becoming one of the primary pillars brands build on when constructing scalable, measurable, and resilient revenue engines in a mobile-first economy. That shift is being driven by one of the […]

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]]> Saudi Arabia’s AlUla Tour wins 179m interactions with campaign concept rooted in ‘FOMO’ https://campaignme.com/saudi-arabias-alula-tour-wins-179m-interactions-with-campaign-concept-rooted-in-fomo/ Mon, 18 May 2026 09:42:59 +0000 https://campaignme.com/?p=122141 The AlUla Tour, a road cycling stage race hosted by Saudi Arabia’s Ministry of Sports and the Saudi Cycling Federation, launched a campaign for its 2026 season to bring the tour greater cultural visibility from audiences in Saudi Arabia and the wider GCC . Developed in partnership with creative agency Takkah, the campaign – titled […]

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]]> A contradiction at the heart of MENA’s procurement and pitching problem https://campaignme.com/a-contradiction-at-the-heart-of-menas-procurement-and-pitching-problem/ Mon, 18 May 2026 05:20:13 +0000 https://campaignme.com/?p=122134 If you buy creativity like stationery, don’t be surprised when it performs like office supplies. The Middle East and North Africa (MENA) region isn’t short on ambition; in fact, it’s the most ambitious marketing region in the world. New brands, new sectors, new destinations and new expectations. Clients want standout work. They want cultural relevance, […]

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]]> Saudi Report 2026: When marketing was built to beautify, not lead https://campaignme.com/saudi-report-2026-when-marketing-was-built-to-beautify-not-lead/ Fri, 15 May 2026 07:25:18 +0000 https://campaignme.com/?p=122093 One of the hardest and saddest things about marketing today is that everything can look perfect while achieving nothing. Some marketing teams operate with clear calendars. The content goes out on schedule, the events are neatly covered, and the numbers in the reports are green. They are busy and their work looks perfect, but they […]

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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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]]> Thamma Al‑Masar launches in Saudi with Ross McAuley as Managing Director https://campaignme.com/thamma-al%e2%80%91masar-launches-in-saudi-with-ross-mcauley-as-managing-director/ Thu, 14 May 2026 08:10:28 +0000 https://campaignme.com/?p=122027 Thamma Al‑Masar has launched as a Saudi-registered strategy and business consultancy with a long-term commitment to fostering a genuinely Saudi business and nurturing local talent. The new consultancy is built to support organisations across Saudi Arabia and the GCC as they navigate one of the most ambitious and exciting economic and cultural transformations in the […]

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