UM Archives - Campaign Middle East https://campaignme.com/tag/um/ Mon, 27 Apr 2026 07:32:24 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://campaignme.com/wp-content/uploads/cropped-Campaign_512-32x32.png UM Archives - Campaign Middle East https://campaignme.com/tag/um/ 32 32 Platformance, UM MENAT campaign achieve 60% uplift in transactions with RADIUS https://campaignme.com/platformance-um-menat-campaign-achieve-60-uplift-in-transactions/ Mon, 27 Apr 2026 07:29:50 +0000 https://campaignme.com/?p=121082 Platformance has revealed details about a platform co-developed with MCN’s UM and a global FMCG and health brand in a live campaign environment, helping shape its optimisation, report and insight capabilities. The platform aimed to address a highly fragmented retail media ecosystem, where retailers, advertisers and media agencies often operate across disconnected platforms, inconsistent reporting […]

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]]> UM promotes Nashwa Khalil to General Manager, KSA https://campaignme.com/um-promotes-nashwa-khalil-to-general-manager-ksa/ Thu, 09 Apr 2026 07:53:34 +0000 https://campaignme.com/?p=119978 UM, part of Middle East Communications Network (MCN) in the MENAT region, has promoted Nashwa Khalil to General Manager, KSA. Based in Riyadh, Khalil steps into a leadership role centred on strengthening UM’s strategic position in the Kingdom and defining the agency’s next chapter. In her new role, Khalil will drive UM KSA’s commercial ambitions across […]

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]]> Saudi’s STC Bank, UM, Platformance reveal 3-layer approach to success https://campaignme.com/saudis-stc-bank-um-platformance-reveal-three-layered-approach-to-success-on-x/ Fri, 16 Jan 2026 10:52:08 +0000 https://campaignme.com/?p=114633 Saudi’s STC Bank, in partnership with UM and Platformance have revealed details about a campaign that involved a three-layered approach of organic posts, influencer activations and paid amplification to raise awareness about its transformation from a digital wallet known as stc pay into a full-fledged bank. For this campaign, Platformance built on STC Bank’s existing […]

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]]> MENA agencies remain ‘strong’ despite major global Omnicom-IPG shakeup https://campaignme.com/mena-agencies-remain-strong-despite-major-global-omnicom-ipg-shakeup/ Wed, 03 Dec 2025 05:16:10 +0000 https://campaignme.com/?p=112643 Leaders from agencies within major holding groups have told Campaign Middle East that the major global shake-up following Omnicom’s takeover of Interpublic Group (IPG) will have minimal fallout on the Middle East region. Earlier this week, as the UAE was celebrating its 54th National Day with a long weekend, news broke across the globe that […]

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]]> IPG’s Initiative claims major share of Bayer’s global media account https://campaignme.com/ipgs-initiative-claims-major-share-of-bayers-global-media-account/ Mon, 27 Oct 2025 09:02:42 +0000 https://campaignme.com/?p=110842 Interpublic Group media agency Initiative is set to manage the global media business for the consumer healthcare division of Bayer when it transfers from WPP agency EssenceMediacom. A full breakdown of the IPG media agencies working on the account was provided to COMvergence following the announcement of the appointment on 30 September. Initiative’s share of […]

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]]> Find Your Tarek: talabat #GetTarekToGoPro shows how it delivers value in daily life https://campaignme.com/find-your-tarek-talabat-gettarektogopro-shows-it-deliver-value-in-daily-life/ Fri, 10 Oct 2025 12:14:13 +0000 https://campaignme.com/?p=110126 Talabat has launched its latest #GetTarekToGoPro comprehensive 360-degree campaign across the UAE and Bahrain, to elevate talabat pro from a functional subscription into a lifestyle product that delivers meaningful everyday value. The rollout included out-of-home advertising across high-traffic areas, radio placements that brought humour and storytelling into listeners’ daily routines, and digital paid media to […]

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]]> RICC McDonald’s picks MRM Saudi Arabia as CRM agency of record https://campaignme.com/ricc-mcdonalds-partners-with-mrm-saudi-arabia-as-crm-agency-of-record/ Mon, 01 Sep 2025 13:00:11 +0000 https://campaignme.com/?p=107837 McDonald’s Riyadh International Catering Corporation (RICC McDonald’s) has picked MRM Saudi Arabia as its agency of record (AOR) for Customer Relationship Management (CRM) in Saudi Arabia, following a competitive agency selection process. The agency will lead CRM across the brand’s 264 restaurants in the Kingdom, reinforcing McDonald’s commitment to deliver personalised, tech-driven customer experiences in […]

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]]> FP7 McCann makes the UAE proud, brings home seven Cannes Lions trophies https://campaignme.com/fp7-mccann-makes-the-uae-proud-brings-home-seven-cannes-lions-trophies/ Tue, 24 Jun 2025 10:41:22 +0000 https://campaignme.com/?p=104327 At the 72nd Cannes Lions International Festival of Creativity, FP7 McCann won seven highly coveted Cannes Lions, including 1 Gold Lion, 1 Silver Lion and 5 Bronze Lions, emerging as one of the most awarded agencies in the MENA region and the agency with the most wins in the UAE. The recognition spans work done […]

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]]> Has the industry gone too far in favour of performance marketing? https://campaignme.com/has-the-industry-gone-too-far-in-favour-of-performance-marketing/ Thu, 19 Jun 2025 07:55:22 +0000 https://campaignme.com/?p=104040 In today’s results-driven environment, performance marketing has become the dominant force behind many regional media strategies. As marketing budgets tighten and ROI becomes the leading metric in every boardroom, the question arises: Are we over-rotating towards performance marketing and sidelining brand in the regional industry? We posed this question to a cross-section of regional industry […]

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]]> Uniting brand and performance through teams, data and shared KPIs https://campaignme.com/uniting-brand-and-performance-through-teams-data-and-shared-kpis/ Tue, 13 May 2025 05:40:20 +0000 https://campaignme.com/?p=102206 For years, marketing teams have wrestled with the divide between brand and performance. One is tasked with building long-term equity; the other, with delivering this quarter’s results. But this binary view fails to reflect how businesses grow or how people interact with brands. Customers don’t distinguish between brand and performance. Their expectations—relevance, value, trust seamlessly […]

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