You Experience Archives - Campaign Middle East

Clorox measures Kris Fade’s, Jood Aziz’s brainwaves: Is cleaning better than coffee?

Anup Oommen — Fri, 20 Feb 2026 15:39:52 +0000

By any cultural measure, coffee should win. It’s ritual. It’s reward. It’s the universally accepted shortcut to ‘feeling good’. But when Clorox Arabia set out to reposition itself from “clean that works” to “clean that rewards,” the brand didn’t reach for another emotional montage. It reached for science. And then it wired people up. Instead of […]

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Industry Snapshot: ‘Design work that feeds curiosity’

Shantelle Nagarajan — Mon, 16 Feb 2026 08:43:31 +0000

In this Industry Snapshot, You Experience’s CCO Vijay Simon discusses how brands can build communities, how creatives should adapt to technological advancements and the winning strategy behind creative work that earns audience’s attention instead of interrupting it. What new forms of value are clients demanding beyond performance – and how are agencies adapting to meet […]

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How wholesalers and private labels are eating FMCG brands alive

Ishwari Khatu — Mon, 29 Dec 2025 12:03:21 +0000

There’s a dangerous misconception spreading across FMCG boardrooms in the region. That wholesalers and private labels are a temporary problem. That consumers are “just trading down.” That once economic pressure eases, loyalty will magically return. It won’t. What we’re witnessing across MEA – especially in markets like Saudi Arabia – is not a dip. It’s […]

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