Waseem Afzal Archives - Campaign Middle East https://campaignme.com/tag/waseem-afzal/ Fri, 06 Feb 2026 10:15:44 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://campaignme.com/wp-content/uploads/cropped-Campaign_512-32x32.png Waseem Afzal Archives - Campaign Middle East https://campaignme.com/tag/waseem-afzal/ 32 32 The year ahead for outcome-based marketing https://campaignme.com/the-year-ahead-for-outcome-based-marketing/ Fri, 06 Feb 2026 10:15:44 +0000 https://campaignme.com/?p=115794 Marketing in MENA has entered a new phase – one defined less by incremental evolution and more by structural change. Media investment, audience planning, creative production and measurement are no longer operating in isolation. They are increasingly fused into continuous operating loops, where signals move in real time and outcomes are shaped as they emerge, […]

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]]> FAST Ventures launches $3m fund: FAST Foundry https://campaignme.com/fast-ventures-launches-3m-fund-fast-foundry/ Fri, 21 Nov 2025 13:40:13 +0000 https://campaignme.com/?p=112183 FAST Ventures, a marketing holding company,  at the intersection of marketing, technology, and consumers has launched FAST Foundry, its investment arm and venture studio backed by a $3 million fund to boost early stage startups across the wider MENA region. FAST Foundry will invest in startups building the next wave of adtech, retail, creator, AI […]

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]]> Platformance shares why brands can capture the deal-catcher wallet https://campaignme.com/platformance-shares-why-brands-can-capture-the-deal-catcher-wallet-in-2024/ Wed, 22 Oct 2025 00:49:38 +0000 https://campaignme.com/?p=110657 Platformance, the outcomes-based advertising platform, has release its 2024 Q4 Shopping Season Report, revealing the rise of the “Deal-Catcher”, a new consumer profile reshaping how brands must compete during the region’s biggest retail quarter. Built on data and behavioural insights across the UAE, Saudi Arabia and Egypt, the report provides a timely roadmap for advertisers […]

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]]> Metrics that matter: ‘Stop chasing clicks, start orchestrating commerce’ https://campaignme.com/metrics-that-matter-stop-chasing-clicks-start-orchestrating-commerce/ Thu, 16 Oct 2025 14:00:22 +0000 https://campaignme.com/?p=110386 The scoreboard is being rewritten. Over the past few months, advertising conversations have distilled down to clicks and return on ad spend (ROAS) – a tidy ratio that promises clarity on marketing effectiveness. But tidy on the table, quite often, doesn’t reflect the clutter in closed cabinets. As consumer journeys splinter across channels and commercial […]

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]]> Beyond discounts: How advertisers can drive back to school sales https://campaignme.com/beyond-discounts-how-mena-advertisers-can-drive-back-to-school-sales/ Wed, 27 Aug 2025 10:40:02 +0000 https://campaignme.com/?p=107286 Winning in the back-to-school season requires far more than tactical discounts, according to the latest Back to School 2025 Report titled ‘The Return to Rhythm: Seizing Opportunity in the Back to School Season‘ released by Platformance, the growth acquisition engine within FAST Ventures, The report emphasises why advertisers must integrate influencer marketing, retail media and commission […]

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]]> Platformance, Mindshare KSA drive app-led growth for Nova Water KSA https://campaignme.com/platformance-mindshare-ksa-drive-app-led-growth-for-nova-water-ksa/ Thu, 17 Jul 2025 05:20:59 +0000 https://campaignme.com/?p=105590 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 […]

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]]> Brand versus performance? Is this really the fight? https://campaignme.com/brand-versus-performance-is-this-really-the-fight/ Mon, 02 Jun 2025 07:20:17 +0000 https://campaignme.com/?p=103194 Our industry loves a good debate. And over the past decade, we have been having one – around brand and performance. You either build emotional connections, or you drive measurable action. You either play the long game, or you deliver this quarter’s numbers. Pick a side. We have been pushed into silos, particularly since measuring […]

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]]> Platformance expands to Egypt with new office in Cairo https://campaignme.com/platformance-expands-to-egypt-with-new-office-in-cairo/ Mon, 28 Apr 2025 05:40:52 +0000 https://campaignme.com/?p=101300 Platformance, the growth marketing platform within FAST Ventures, has opened a new office in Cairo, Egypt. The Cairo office will serve as a regional hub, enabling Platformance to offer deeper local insight, faster response times, and closer access to clients, partners and talent. The office will be led by Hamza Madi, General Manager for Emerging […]

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]]> Marketers, CCOs, industry leaders call for caution, collaboration on data and creativity https://campaignme.com/marketers-ccos-industry-leaders-call-for-caution-collaboration-on-data-and-creativity/ Mon, 10 Mar 2025 08:00:22 +0000 https://campaignme.com/?p=97634 As brands in the Middle East – and the agencies servicing them – increasingly lean into artificial intelligence (AI) algorithms to craft marketing strategies and campaigns, one of the most fiercely debated topics is the evolving role of humans in the creativity process. Are we transitioning from ‘AI versus human creativity’ to ‘AI-dependent human creativity’? […]

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]]> Platformance releases ‘Winning Ramadan’ playbook guiding brands to conversion https://campaignme.com/platformance-releases-winning-ramadan-playbook-guiding-brands-to-conversion/ Thu, 13 Feb 2025 04:30:06 +0000 https://campaignme.com/?p=96186 Platformance, a subsidiary of FAST Ventures, has released a ‘Winning Ramadan’ playbook, which is a comprehensive report that provides brands with a strategic framework to maximise their impact during Ramadan, a crucial period for consumer engagement in the Middle East and North Africa (MENA) region. The MENA ad-tech growth acquisition engine, Platformance, has put together […]

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