WithFeeling Archives - Campaign Middle East

Radio ads: Have we swapped the Mona Lisa for ‘paint by numbers’?

Anup Oommen — Wed, 06 May 2026 06:25:55 +0000

Quick. Think of a radio ad you heard recently that made you laugh out loud. Or that stayed with you the whole day. Or pulled the rug out from under you. And the trigger for your humour, your thoughts or your surprise was the brand being advertised itself. I once heard a kid on radio […]

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Have generations of creative people been incorrectly programmed about sound?

Anup Oommen — Tue, 03 Mar 2026 05:11:16 +0000

Decades ago, two particular commercials for Levi’s charmed our pants off. The first showed a ridiculously handsome young guy walking into a launderette, taking off all his clothes (except his boxers, of course) and stuffing everything into a washing machine. He then sat down and read his newspaper as if this was just normal behaviour. […]

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‘Music is, for me, proof of the existence of God’

Shantelle Nagarajan — Tue, 20 Jan 2026 06:55:53 +0000

“Music is, for me, proof of the existence of God,” Kurt Vonnegut Jnr. In the seminal documentary 1 Giant Leap, a beautiful and moving portrayal of world music and its importance, the above-named American author of Slaughterhouse Five voiced this opinion. But it wasn’t a statement of faith nor an invitation to debate evidences of […]

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How sound may have saved a billion dollar film franchise

Anup Oommen — Wed, 07 Jan 2026 12:48:27 +0000

As post-production on Dune Part 3 shifts into top gear to ensure it meets a December 2026 release date, devotees of Denis Villeneuve’s version of Frank Herbert’s epic tale are impatiently salivating for the first trailer. Folks in the marketing sector should keep a look out for it, too. Because if it’s anything like the […]

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Is music the only thing that truly unites us anymore?

Anup Oommen — Fri, 07 Nov 2025 05:00:58 +0000

We’re living in a time when division has replaced unity and the manipulation of AI is amplifying distrust. The great Brene Brown once broke down fundamentalist fervour as: “I’m right, you’re wrong, shut up.” One wonders if she knew that this type of bombast would soon become very evident in society, and that the illusion […]

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An ear for luxury – the untapped opportunity in high-end brand marketing

Anup Oommen — Mon, 29 Sep 2025 04:30:45 +0000

Ever run your finger across the Highland Bull leather of a Rolls Royce seat, lingering momentarily on the luxury embossed cross-stitching engineered to feel smooth and textured at the same time? And while you’re lingering, take in the faintly earthy and warm aroma of said leather which will trigger all sorts of self-validating emotions. Jeez, […]

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Dubai’s Event Season may prove to be sonic branding’s prom night

Hiba Faisal — Wed, 27 Aug 2025 08:51:47 +0000

We’re just a few months away from the arrival of 10 million tourists in Dubai during a period of time known as Dubai’s Event Season.10 million people who’ll spend, on average, about $700 every day from November till March. Based on the average duration of a holiday in Dubai, that works out to about $28 […]

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A jailbird’s guide to using unlicensed music

Hiba Faisal — Mon, 28 Jul 2025 10:00:08 +0000

So you’re the content manager for a mall in Dubai and you want to use Bob Marley’s Jammin’ as the music for your social media soundtrack? Go ahead. That’ll get you into trouble quicker than admitting you shot the sheriff. And in the mall itself. That lovely, slow and familiar love song in the zone […]

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WithFeeling named official audio partner for Special Olympics Great Britain

Anup Oommen — Thu, 24 Jul 2025 06:20:36 +0000

Dubai-based sonic brand agency WithFeeling, which has expanded into the UK and Europe, has been named as the official audio partner for Special Olympics Great Britain. Special Olympics Great Britain is one of the largest providers of year-round sports training and organisers of athletic competitions for children and adults with intellectual disabilities. Catering to more […]

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Branding agencies are cutting off their own ears to spite their faces

Shantelle Nagarajan — Tue, 15 Jul 2025 06:19:43 +0000

The conversation du jour in brand and advertising circles is, once again, either the reality of hold-co’s retrenchments or the impending fear of them. In the timespan of my career, this has been the third major industry shake-up. The first time was in the very late eighties, the second was the almighty so-called ‘sub-prime’ scare […]

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