Haya Dajani

Conscious Media MENA’s Andy Powell shares his take on a ‘mandatory investment’ for forward-thinking brands. He talks about "a solution that generally increases the performance of campaign KPIs, promotes eco-friendly practices and aligns with the values of an increasingly conscious consumer base." Read the detailed article below. #DoGood #Sustainability #DigitalMedia

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The marketing industry is in a state of flux – That's the one thing that CMOs, heads of marketing, and agency leaders actively building brands, overseeing market research, analysing data for campaign design and execution, and driving ROAS and the bottom lines up the hill agree on.   However, there are some changes within the flux that haven’t quite gone down well and are causing a bit of acid reflux: The phase-out of third-party cookies, stricter GDPR and CCPA privacy regulations, dynamic pricing models, immersive experiences, and customer service chatbots.   On a more positive note, there are other changes within this flux that have been digested well by the industry: The shift to digital platforms, e-commerce and social commerce, and the way the world consumes information, is influenced by people, and finds entertainment have completely redefined the way brands and marketers alike understand consumer behaviour, engagements, emotions, loyalty, and path to purchase.   This brings up the real question: Are marketers keeping up with the flux within the industry?   Accenture Song's Kristine Lasam, MCH Global's Saheba Sodhi, 6thStreet.com's Hitesh Malhotra, and KROHNE's Jonathan Hirasawa Ashton speak to Campaign Middle East editor, Anup Oommen.    Read the full story here.

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BBDO Worldwide and IMPACT BBDO's Dani Richa features on Campaign Middle East's MENA Power List 2024. Dani Richa said, “In a region where the collective is as important as the individual, brands that tap into data are able to go beyond personal interactions and foster communities. Brands that listen deeply and act thoughtfully build not only customer loyalty but also advocates who feel emotionally invested in their success. This sense of community, built on trust and shared experiences, is a powerful testament to the role data can play in enriching human relationships." Read the full article here: https://lnkd.in/dn8WnZDP #IMPACTBBDO #BBDO #MENAPowerList

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Weber Shandwick MENAT has launched InfluAnswer Arabia 2024, a new report that elevates the perspectives of content creators across the region and shares insights for brands to build stronger and more powerful partnerships. The report hopes to contribute to a deeper knowledge of the evolving influencer ecosystem in the Middle East and North Africa. Read about it here ➡ https://lnkd.in/g_mbhRNq   #InfluAnswerArabia #InfluAnswer #WeberShandwickMENAT #InfluencerMarketing #PR #Communications #ContentCreation

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Marketer confidence in X – formerly known as Twitter – has declined significantly in the past year, driven by brand safety concerns and poor perceptions around innovation and trust, according to the latest Media Reactions 2024 report released by marketing insights and analytics company Kantar. The Kantar report reveals that a net 26 per cent of marketers have reported plans to reduce ad spend on X in 2025, the biggest recorded pullback from any major global ad platform. The annual study, which explores the evolving media landscape, is based on interviews with approximately 18,000 consumers in 27 markets and 1,000 senior marketers globally. Catch all the insights from the report here. #Marketers #AdSpend #Platforms #Channels #BrandSafety #Trust

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In its new InfluAnswer Arabia report, Weber Shandwick MENAT shares insights related to topics on the minds of MENA’s content creators and how brands can build closer relationships with them. #influencer #marketing #insights

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A perceived decay in the quality of social media platforms will drive 50% of consumers to abandon or significantly limit their interactions with social media by 2025. #middle_east_business_magazine #SocialMedia #platforms #decay

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A perceived decay in the quality of social media platforms will drive 50% of consumers to abandon or significantly limit their interactions with social media by 2025, according to Gartner, Inc. #middle_east_business_magazine #socialmedia #platforms #Quality_Decay

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Marketers still struggle to convince their C-suite executives about the value of creativity, despite numerous research studies carried out over the past decade linking creativity to improvements in business performance, according to WARC, a global authority on marketing effectiveness. "Marketers largely lack belief in their ability to deliver creative excellence, despite a strong desire to do so. To build belief in their creative capabilities, brands need to develop a culture of creative effectiveness," WARC's Aditya Kishore said. Find out more insights from the research and comment below if you resonate with the findings. #Marketers #Creativity #CreativeEffectiveness

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LinkedIn's Jessica Machalani speaks to Campaign Middle East about challenges facing marketers around ad effectiveness, localised content strategies, trust and transparency, as well as untapped innovation. "With 81 per cent of ads failing to drive recall, marketers need to find compelling ways to engage buyers," she says. Read the compelling interview on the link below. #Marketing #Advertising #Innovation #Localisation #ArabicAds

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📊 Redefining PR Excellence Through Data-Driven Intelligence As the PR landscape evolves, measurement isn't just about numbers—it's about delivering and demonstrating tangible business impact. At Brazen MENA, we're at the forefront of transforming data into strategic PR victories, helping brands navigate the future with precision and purpose. Yesterday, we brought together industry experts for an exclusive panel discussion and breakfast with CARMA to explore how measurement and analytics are shaping our industry. Our distinguished panel featuring CARMA's Paige Lingwood and Maria Talakina alongside our very own Khyati Megchiani, unpacked crucial insights on: ✅ The shift from output-focused metrics to outcome-driven measurement ✅ The future of PR and data-driven optimization ✅ Advanced analytics integration for strategic decision-making ✅ Real-time data's role in campaign optimization This session reinforced why data-driven PR strategies are no longer optional but essential for brands seeking to make a measurable impact in today's dynamic market. By embracing advanced measurement techniques, we're empowering our clients to make informed decisions that drive real business growth. A special thank you to our speakers and attendees who contributed to this invaluable knowledge-sharing session at Papas, Intercontinental Dubai Marina. #BrazenMENA #CARMA #PR #PRMeasurement #DataDrivenPR

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BBDO Worldwide and IMPACT BBDO's Dani Richa features on Campaign Middle East's MENA Power List 2024. To find out more about Richa and read his Power Essay, click on the link below. Dani Richa said, “In a region where the collective is as important as the individual, brands that tap into data are able to go beyond personal interactions and foster communities. Brands that listen deeply and act thoughtfully build not only customer loyalty but also advocates who feel emotionally invested in their success. This sense of community, built on trust and shared experiences, is a powerful testament to the role data can play in enriching human relationships." #MENAPowerList #BBDOEurope #ImpactBBDO #HumanConnections

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People are unplugging from social media not only as a "digital detox”, but also because they feel that they're being pushed to buy things they don’t need. What next? Campaign Middle East editor Anup Oommen raises some interesting questions in conversations with industry leaders: - Is this relevant to the Middle East? - Has the time come to pivot? - Is it time to take "authenticity" and "community" from the drawing board to the field? - What will it take to plug Gen Z back in? - Has the time come for Heads of Brand and Marketing to be more agile, flexible, and move at the speed of culture? Mary S., business lead at MSL Group Middle East ; Mohammad El Tayech, strategic planner at TBWA\Raad; and Laura Gleadhill, general manager at Keyade Middle East, part of GroupM MENA share their candid thoughts. Read the full story here. #Brands #Advertising #Marketing #Unplugging #GenZ #SocialMedia

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Did you know that 41% of consumers consider music essential to brand communication? And brands that get it right can boost sales by up to 30%? In this exclusive thought piece for Campaign Middle East, Pierre Carnet, Managing Director at MassiveMusic #Dubai, highlights the MENA music industry's untapped potential and shares how brands can unlock growth by tapping into the region's thriving music scene. Is your brand harnessing the transformative power of music? Read Pierre's words and discover how to become an active player in culture ⇩

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🎙️ “Ultimately, loyalty is an outcome, not just a program. To engage the next generation, brands must evolve their view of loyalty, focusing on experiences. Ignoring this trend means a risk that customers lose interest in your scheme and turn to other brands.” tms’ International Strategy Lead John Viccars spoke with Campaign Middle East to share how companies should evolve their loyalty programs to engage Gen Z through cultural and entertainment-based experiences. Read more: https://lnkd.in/gzK4KAg8

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Part two of Campaign Middle East’s series on Gen Z marketing trends is out, spotlighting their preference for authentic brand actions over mere slogans. With industry experts cautioning against ignoring Gen Z attitudes-especially their expectations towards authenticity, inclusivity, sustainability, and community- the article underscores this generation’s significant influence on brand success. Read the full article to discover insights from our Strategic Planner, Mohammad El Tayech, on building genuine brand connections with Gen Z: https://lnkd.in/gZbnFJya #DisruptiveMinds #DisruptiveThinking #TBWARAAD #Disruption #GenZ #DigitalDetox #MarketingInsight

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Is ethical marketing really 'ethical'? Or is it "just the latest tactic to hook idealist consumers?" Campaign Middle East speaks to several agency leaders who share honest opinions on ethics within marketing, sustainability, the use of consumer data and AI within marketing, as well as ‘do-good’ CSR activities. Click the link below to read the full article. https://lnkd.in/dwvyv-yb #EthicalMarketing #Sustainability #AI

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"When these (pitch) processes are guided by marketing leadership, they can result in the best outcomes from agencies. The energy and time invested by an agency in the process can result in a creative/communications blueprint for the brand in the years to come. This is a huge responsibility." - Rishi Talwalker, Sr Director - Strategy & Growth, HAVAS Red Middle East. Read this and perspectives of other industry leaders in this Campaign Middle East debate by Justin Harper. https://lnkd.in/dsyrrRe3 

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