Campaign Middle East

GroupM MENA's NextM event aimed to prepare Saudi businesses for the country’s changing economic landscape and shifting consumer behaviours, exploring key areas set to shape media and marketing in 2025 through panels, keynotes, and interviews. The event also featured some notable industry experts including, Nabil Moutran, Founder and CEO of DIVISION; Twitch streamer Nitrake; Lefteris Coroyannakis, Director of Client Services at Two Circles; Andy Jackson, SVP Middle East at Footballco;Eric Abi Younes, General Manager of Amazon Ads Agency Saudi Arabia; Faisal AlGhamdi, Chief Business Officer of Thmanyah | ثمانية, and talk show host and media executive Malek Maktabi. #SaudiArabia #insights #events

Starbucks MENA has unveiled its latest ‘Taste the Season’ campaign, signalling the start of the holiday season as the GCC gears up for the familiar routine of getting back outdoors with a coffee in hand. The full-360 campaign, which is live on TikTok, Snap Inc., Meta, YouTube, programmatic advertising, outdoor and point-of-sale. Talking about the creative inspiration behind the campaign, James Young, Senior Art Director at Socialize said, “We loved the visual juxtaposition of red and green themed seasonal drinks against the backdrop of what are typically ‘summer’ activities in the rest of the world, and thought the campaign was a creative and stylish way of showing that nobody does the holiday season like we do.” Watch the videos and read more about it on the link below. #Starbucks #Campaign #Creative #Programmatic | Kudos to Olena Lemeshko!

Create Group's Romain Colomer explains why the AI revolution has made design exciting and unpredictable once again, enabling the creation of previously unimaginable brand experiences. "As creatives, we are now at a crossroads. While AI tools offer new possibilities, they also create a host of new challenges and requirements meaning that as creative work gets easier to execute, it also becomes infinitely more complex to apply. Which begs the question: now that we can prompt our way to seemingly passable creative, does that mean we still understand it, or can be effective with it?" Colomer asks. For more interesting insights, click the link below. #AI #Design #Creative

Easa Saleh Al Gurg Group (ESAG) announces the launch of Born28, its 28th company and latest addition to its portfolio of market-leading ventures. Alyza Beg, CEO of Born28 said, “Born28 represents a bold step forward in how creative marketing meets the digital age. As part of the Easa Saleh Al Gurg Group, we are proud to combine the Group’s trusted reputation with cutting-edge marketing solutions. Our purpose is to empower brands to not only meet the challenges of today’s digital-first marketplace but to thrive in it." #Marketing #Creative #Digital

Samsung Gulf's Shafi Alam talks to Campaign Middle East about growth in both the volume and quality of brand conversations and the positive results on social sentiment due to its partnership with X Factor Dubai. “Digital metrics reveal robust growth in both the volume and quality of brand conversations and our social sentiment analysis indicates a strong positive association between Samsung technology and enhanced entertainment experiences. These preliminary results validate our integrated approach and suggest strong potential for long-term brand value creation through this partnership,” Alam said. Find out how Samsung benefited from sponsoring X Factor Dubai in the link below. #Sponsorships #BrandAwareness #IntegratedMarketing

mFilterIt's Debsena Chakraborty discusses why retail media is a marketing game that needs to evolve in the region and how retail media networks have something that Google and Meta don’t. "RM networks (RMN) have something that Google and Meta don’t, and that is a shopper primed to buy. Access to first-party data makes RMNs a dream come true for brands. Senior-level marketers, therefore, see RM as a strong, strategic chance to connect with and, more crucially, interact with key audiences rather than merely using it as a marketing channel," Chakraborty said. Read more such insights in the link below. #RetailMedia #RMNs

KROHNE MEA's Jonathan Hirasawa Ashton shares lessons from 2024 that offer a clear roadmap for industrial marketers navigating the region’s challenges, as well as opportunities to drive business growth. "Sustainability will remain a cornerstone of messaging, driving connections with clients and stakeholders. Companies must continue to align their narratives with global and regional priorities, demonstrating how their solutions address specific challenges while contributing to broader objectives like net-zero transitions. Collaboration across industries, governments, and academia will be essential. These partnerships not only amplify innovation but also cement organisations’ roles as key players in the industrial ecosystem," Ashton said. Read more reflections on reputation and marketing on the link below. #CorporateCommunication #Reputation

MassiveMusic Dubai's Pierre Carnet shares ways in which MENA brands can navigate the seas of culture to target both local and global audiences in music. "For many home-grown brands with worldwide ambitions, this duality can be challenging to navigate: how do you encapsulate millennia of musical history in a way that is relatable to local audiences, whilst also speaking to international ones? It is a thin line to walk and a tricky balance to strike," Carnet said. Read more on the link below. #Music #Advertising #SonicBranding #Tradition #Artists

BackLite Media's James Bicknell explores key areas that are driving changes across the OOH advertising landscape. #OOH #2025 #advertising #media

"Research shows that people retain information better when presented in multiple formats, combining images, audio, and video to create memorable stories," says Ilya Balakin, Head of the Creative Department and Partner at Sila Sveta "In fact, this is one of the underlying reasons why brands are now using techniques that museums and exhibitions are also using," he continues. #middleeast #multimedia