Cannes Lions 2025: Skills, strategic thinking and take a second to slow down
Motivate Media Group, Athar Festival and Campaign Middle East hosted breakfast gatherings in partnership with the UK Advertising Association and TRACCS, as well as an in-depth round table discussion with key leaders in Saudi Arabia and the UK.
Discussions at the round table revolved around the need for creative effectiveness; the need to tell the right stories well; the need for critical thinking; the need to develop a deeper understanding of local and regional contexts in the Middle East; and the need for leaders to take steps to develop a skilled workforce.
Explaining how the Cannes Lions landscape has evolved over the years, Kiran Jay Haslam, Chief Marketing Officer, Diriyah Company told Campaign Middle East, 'There have been a lot of discussions around technology and the role that it will play within marketing moving forward, but very few answers because it's almost impossible to accurately predict what the future holds. The gut instinct that most people have is that these are tumultuous times and the credibility of the industry and creatives is being questioned.'
'That said, the quality of the work and the conversations that are going on about the projects in the Kingdom of Saudi Arabia are very exciting; there have been a lot of very interested attendees. We've seen people looking to come to the Middle East, especially Saudi Arabia, to explore, find out more, and see how they can be part of the journey that the Kingdom is on.'
Fahd Hamidaddin, Board Member and Founding CEO, Saudi Tourism Authority also delivered a stellar keynote to a packed room at the Forum in The Rotonde, delving into the dynamic transformation taking place within the tourism landscape in the Kingdom.
He called for marketers in the Middle East to build brand affinity by developing a deeper understanding of hyper-local consumers, connecting with communities, focusing on collective precision, finding their true voice, and realising the soul of the region's individuals rather than just seeing them as 'segments'.
Hamidaddin also called for marketers to take a moment to 'pause and reflect' on current challenges such as inadequate attribution, complex optimisation, irrelevant data and daunting scale before diving into idealistic and futuristic conversations around the untapped potential of artificial intelligence (AI).
In an exclusive conversation with Campaign Middle East, Hamidaddin said, 'We should pause to make sure we filter what's hype, what's noise, and stay true to the fundamentals. The fundamentals won't change. What is changing is consumer behaviour and that's what we need to stay very close to while leveraging AI and technology to really develop a deeper understanding of consumer behaviour.'
He concluded, 'With the hype comes a global movement of speed and, conversely, an anti-movement of slow. So, I would say slow down, stay strategic, think big, stick to the fundamentals and pursue the 2080 ROI instead of the immediate results.'
Meanwhile MENA agencies continue to make the region proud, adding a few more trophies to the cabinet on Day 4. Stay tuned for a separate round-up of all the winners following the announcement on Day 5.
As of Day 4 at Cannes Lions, the MENA region has surpassed its tally of 22 trophies in 2024 to claim 25 trophies at Cannes Lions 2025.
Of these, UAE agencies have won 13 trophies so far led by FP7 McCann Dubai (1 Gold, 1 Silver, 4 Bronze); VML Dubai (1 Silver, 3 Bronze), Impact BBDO (1 Gold, 1 Silver), LEO Dubai (1 Bronze). Meanwhile, Jordan picking up its first-ever trophy in Cannes Lions' 72-year history sharing the spoils with Impact BBDO on its Silver Lion.
Representing Saudi Arabia at Cannes Lions, agencies from the Kingdom have won 12 trophies, led by BigTime Creative Shop (2 Golds, 1 Silver, 3 Bronze); SRMG Labs (1 Gold, 2 Silver), and VML Riyadh (1 Silver, 2 Bronze).
The MENA wins in each of the following categories include:
AUDIO AND RADIO
1 GOLD LION, 1 SILVER LION
Campaign title: The Second Release
Agency: SRMG Labs, Riyadh
Client: Billboard Arabia, Riyadh
BRAND EXPERIENCE & ACTIVATION
1 SILVER LION
Campaign title: Recipe for Change
Agency: FP7 McCann Dubai
Client: Arla Foods
1 BRONZE LION
Campaign title: The Social Feed
Agency: VML Dubai
Client: Hungerstation
CREATIVE B2B
1 BRONZE LION
Campaign title: Recipe for Change
Agency: FP7 McCann Dubai
Client: Arla Foods
CREATIVE COMMERCE
1 SILVER LION
Campaign title: The Social Feed
Agency: VML Dubai
Client: Hungerstation
CREATIVE DATA
1 BRONZE LION
Campaign title: The Social Feed
Agency: VML Dubai
Client: Hungerstation
CREATIVE STRATEGY
1 GOLD LION
Campaign title: The New President
Agency: Impact BBDO, Dubai
Client: Annahar Newspaper
DESIGN
1 SILVER LION
Campaign title: Sounds of the Land
Agency: SRMG Labs, Riyadh
Client: Billboard Arabia, Riyadh
DIGITAL CRAFT
1 SILVER LION
Campaign title: The Shaded Route
Agency: VML Riyadh
Client: Hungerstation
Campaign title: Agency: Client: Hungerstation 1 BRONZE LION
Campaign title: Read Better
Agency: FP7 McCann, Dubai / McCANN, Bristol
Client: Waterstones
DIRECT
1 BRONZE LION
Campaign title: Safe at 3AM
Agency: VML Dubai
Client: Dubai Tourism
ENTERTAINMENT FOR SPORT
1 GOLD LION, 1 SILVER LION
Campaign title: The 4th Judge
Agency: BigTime Creative Shop, Riyadh
Client: The Ring
Campaign title: Agency: Client: The Ring 1 GOLD LION
Campaign title: Obsession
Agency: BigTime Creative Shop, Riyadh
Client: Riyadh Season
FILM CRAFT
1 BRONZE LION
Campaign title: Obsession
Agency: BigTime Creative Shop, Riyadh
Client: Riyadh Season
FILM CRAFT
1 BRONZE LION
Campaign title: Everything or Nothing
Agency: BigTime Creative Shop, Riyadh
Client: Riyadh Season
1 BRONZE LION
Campaign title: Obsession
Agency: BigTime Creative Shop, Riyadh
Client: Riyadh Season
HEALTH AND WELLNESS
1 BRONZE LION
Campaign title: The Shaded Route
Agency: VML Riyadh
Client: Hungerstation
OUTDOOR
1 BRONZE LION
Campaign title: The Shaded Route
Agency: VML Riyadh
Client: Hungerstation
1 BRONZE LION
Campaign title: Not For First Dates
Agency: FP7 McCann Dubai
Client: McDonald's
PUBLIC RELATIONS
1 BRONZE LION
Campaign title: Sponsored Balls
Agency: FP7 McCann Dubai
Client: Testicular Cancer Society
PRINT AND PUBLISHING
1 SILVER LION
Campaign title: NOTES ON NOTES
Agency: Impact BBDO, Dubai / AdPro& Jordan
Client: Capital Bank
1 BRONZE LION
Campaign title: THE GREAT INDIAN DUNK
Agency: LEO Dubai
Client: NBA India
SUSTAINABLE DEVELOPMENT GOALS
1 GOLD LION
Campaign title: Recipe for Change
Agency: FP7 McCann Dubai
Client: Arla Foods
Tune into Campaign Middle East's social media channels to stay updated on the latest of what's happening at The Palais, the Rotonde, The Carlton Hotel and stay tuned for exciting events at the Campaign House Hilton Canopy.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Campaign ME
3 days ago
- Campaign ME
Jameel Motorsport on bridging racing and gaming at EWC 2025
When Munir Khoja, the Managing Director of Marketing Communications at Abdul Latif Jameel Motors, and the lead behind its Jameel Motorsport initiative, talks about the brand's presence at the Esports World Cup (EWC), he doesn't focus on products or race cars. He talks about building a bridge – a connection between the two racing worlds: the real and the digital. The EWC, currently taking place in Riyadh's Boulevard City, is the world's largest esports tournament, drawing global attention and local footfall as Saudi Arabia positions itself as a future hub for gaming and interactive entertainment. Within that context, Jameel Motorsport isn't just joining the party – it's helping define the experience. 'We are trying to be the bridge between the physical world and the digital world,' Khoja shares with Campaign Middle East. That bridge takes literal form at Jameel Motorsport Park, the brand's activation space at Riyadh's Boulevard City, where karting circuits sit next to gaming simulators and a new generation of Saudis are invited to connect with the thrill of motorsports – whether on the track or behind a screen. Jameel Motorsport's presence isn't just about tapping into gaming culture – it's about embedding the brand into Saudi Arabia's broader transformation. 'With the presence of Vision 2030 and all its strategic objectives and the programmes and opportunities that it has created gave us the better opportunity to engage with the youth and to find out the targeted audience throughout doing all of that,' says Khoja. His view is clear: motorsport is one of the most dynamic tools to reach, engage, and empower young Saudis. Jameel Motorsport's role, particularly at EWC, is to make that connection feel tangible. The brand isn't entering esports through a sponsorship badge – it's building an entire physical and digital environment that audiences can explore. From full-scale simulators to live karting, from remote-controlled cars to a full Toyota GR vehicle display, the activation is designed to meet fans at every level of interaction. 'We have remote-controlled cars, which are great for the youngest in the family. Then there's karting for anyone who is older enough to go on those karting,' he explains. In other words, the experience is designed to feel inclusive. 'It's a family-friendly environment where we're bringing everyone together.' View this post on Instagram A post shared by Campaign Middle East (@campaignmiddleeast) That inclusivity is a continuation of the brand's decades-long efforts. Though Jameel Motorsport is a new division, it stems from Abdul Latif Jameel Motors' 28-year legacy in motorsport and youth development. 'We started supporting Saudi youth in motorsports more than 28 years ago, beginning with Abdullah Bakhashab, who used to race in rallies,' says Khoja, referring to Saudi Arabian World Rally Championship driver from the 90's. 'After that, we moved into racing schools, youth programmes, and domestic rallies across Saudi Arabia.' Over the years, this translated into more than just cars. Abdul Latif Jameel Motors became a regular presence in professional football through partnerships with the Saudi League. The cumulative effect of these efforts – from rally racing to grassroots initiatives – laid the groundwork for the brand's current esports engagement. According to Khoja, Jameel Motorsport's continued partnership with the Esports World Cup Foundation reflects a deeper ambition to support Saudi's growing interactive entertainment sector. He sees the initiative as aligned with the country's broader goals of becoming a global hub for esports while giving local talent new platforms to express themselves. The brand's storytelling also reaches beyond the walls of the main activation at the Riyadh Boulevard. Earlier this summer, Jameel Motorsport staged a late-night cinematic stunt at Riyadh Boulevard, transforming the symbolic heart of the EWC into a drift circuit. The film – which featured two Toyota Supras drifting through the empty venue in a video game-style sequence –blurred the line between simulation and reality, nodding to the exact crossover that defines the brand's current esports approach. Back on site, the activation includes merchandising, character appearances, and entertainment for all ages. 'People will see the brand present in all our activities,' says Khoja. 'We have a merchandise corner where fans can pick up branded t-shirts.' That also includes a partnership with Sega, which adds a touch of nostalgia and younger appeal. 'This year, we have partnered with Sega – so Sonic the Hedgehog is part of the booth experience. That brings in a completely new element.' The brand set up a Sonic Racing CrossWorlds-inspired karting track that lets visitors race in karts themed around Sonic, Tails and Knuckles. But ultimately, Khoja's focus isn't on nostalgia – it's on relevance. By merging real racing with interactive play, he sees Jameel Motorsport as not just showing up where young people are but shaping how they engage.
Campaign ME
3 days ago
- Campaign ME
Standard Deadline for Agency of the Year Middle East Awards revealed
Campaign Middle East's Agency of the Year Middle East Awards 2025 has officially closed its early bird offers, calling for all awards submissions to be completed by its standard deadline of 18 September. Unlike other global and regional awards that evaluate the quality of campaigns and the effectiveness of work done by agencies, the Agency of the Year Middle East Awards honour holding companies, networks and agencies based on the performance of their businesses, client wins and retention, their year-on-year growth, workplace culture, industry innovation, and commitment to industry values such as diversity and inclusion. The award categories, include a list of agency speciality awards, independent agency awards, people and teams awards, as well as awards set apart for top performing agencies from different countries in the Middle East region. Celebrated for its credibility, Campaign Middle East's Agency of the Year Awards commemorate the best agencies in the region each year, in partnership with Motivate Media Group and the UK's Haymarket Media Group, which is the parent company of Campaign's global brand. The awards are judged by 35 client-side marketers from the Middle East region through several rounds, and audited by PwC under the MediaSense company. Campaign Middle East, the esteemed regional jury, and the global partners for the Agency of the Year Awards are committed to ensuring that the judging is fair, trustworthy and ethical. MediaSense oversees due process in three stages: the first round of online judging; the second round of online judging; and the collation of jury scores and reporting of results. To assist in confirming due process in the rounds of online judging, judges' feedback on submissions as well as the score sheets are sent directly to MediaSense. This year, Emma Campbell, Sector Marketing Director – Strategic Marketing and Communications at the Department of Culture and Tourism, Abu Dhabi (DCT Abu Dhabi), is the Chair judge at Campaign's Agency of the Year Middle East awards. As Chair judge, Campbell says the true strength of the AOTYME awards lies in its recognition of regional agencies' hard work – backed by business outcomes. 'I think these awards are really important because they cut through all the noise in a busy market and highlight agencies that are genuinely delivering – both creatively and in terms of business results. Plus, winning these awards is a huge motivator for teams – it recognises their hard work and pushes them to keep raising the bar. It's about celebrating the whole package, not just the final campaign,' she adds. Campaign Middle East will only announce winners for each of the categories at a gala Agency of The Year Middle East 2025 Awards ceremony in December 2025. Enter now for a chance to be recognised as the best in your speciality, geography, and even the entire region. Find out more here. PARTNERS: Bloomberg Media Seedtag The Vantage STRATEGIC PARTNERS: Huda Beauty African+Eastern BROUGHT TO YOU BY: Haymarket Motivate Media Group
Zawya
6 days ago
- Zawya
Oman–China strategic cooperation: Anchoring the future through people, partnership, and purpose
As global markets shift and geopolitical dynamics evolve, Oman and the People's Republic of China have steadily forged a partnership that exemplifies strategic foresight, economic complementarity, and cultural affinity. This evolving relationship, grounded in history and propelled by shared ambitions, has grown into one of the most significant bilateral frameworks in the region. Recent developments—most notably the Third Session of the Omani-Chinese Friendship Forum 2025 in Salalah—reaffirm the commitment of both nations to elevate their cooperation into a model for sustainable and diversified development. The transformation of this partnership is visible not only in its diplomatic momentum but also in the depth of its economic engagement. Foreign Direct Investment (FDI) from China into Oman has grown remarkably, rising from RO 627 million in 2022 to RO 1.1 billion in 2023, and further reaching RO 1.3 billion in 2024. With this upward trajectory, China now ranks fourth among Oman's top FDI source countries. These figures reflect an evolving economic synergy—one that is well-aligned with Oman Vision 2040's aspirations for greater diversification, industrial sophistication, and global integration. Trade dynamics have also advanced in scope and complexity. In 2024, Oman's exports to China totaled RO 9.3 billion, making up 40% of the nation's total exports. Crude oil remained the dominant commodity at RO 9 billion, followed by liquefied natural gas (LNG) at RO 110 million and methanol at RO 44 million. Conversely, Omani imports from China stood at RO 1.8 billion, accounting for 11% of total imports, and included vital infrastructure materials such as oil pipelines. With such numbers, China holds the position of Oman's fourth-largest trade partner among Arab and global nations. Yet beyond trade and investment, the true strength of the Oman–China relationship lies in its people-to-people connectivity and institutional cooperation. Partnerships do not thrive solely on numbers—they are sustained through dialogue, shared values, and collaborative learning. The forum in Salalah, held under the theme 'Chinese Modernisation and Oman Vision 2040: Our Work and Proposals,' was emblematic of this ethos. It brought together business leaders, experts, and institutional stakeholders to explore ways of aligning China's developmental experience with Oman's long-term vision. Importantly, the forum was not merely a ceremonial gathering; it was a platform for business-to-business engagement, project exploration, and cultural understanding. Organisations such as the Oman-China Friendship Association (OCFA) are central to cultivating this connective tissue. Acting as an enabler of cross-sector cooperation, OCFA supports initiatives that span economic, cultural, and humanitarian domains. From business forums and bilateral exhibitions to cultural programs and exchange initiatives, the association ensures that the Oman-China relationship remains vibrant at both grassroots and strategic levels. By championing informal diplomacy and trust-building efforts, OCFA helps convert high-level agreements into practical, people-centered outcomes. The private sector, in particular, stands to benefit immensely from this robust bilateral framework. Chinese investors have shown sustained interest in Oman's Special Economic Zones and Free Zones, particularly those in Duqm, Sohar, and Salalah, where joint ventures in manufacturing, logistics, and renewable energy are gaining momentum. Omani firms, in turn, are increasingly exploring opportunities to tap into China's manufacturing capabilities, technology ecosystem, and vast consumer markets. This mutual engagement is not only fostering economic resilience but also expanding the industrial base of the Sultanate. One of the most promising sectors in this regard is manufacturing, which is fast becoming a cornerstone of Oman's economic diversification strategy. Over the past four years, the manufacturing sector has achieved an average growth rate of 7.3%, reaching a value of RO 3.6 billion in 2024, equivalent to 9% of Oman's GDP. Export figures from this sector are equally impressive, totaling RO 6.2 billion. Meanwhile, FDI into manufacturing surged from RO 1.7 billion in 2021 to RO 2.5 billion in 2024, and Chinese capital is expected to further catalyse this momentum. With enhanced collaboration in advanced manufacturing, industrial automation, and technology transfer, the sector is poised for accelerated expansion. This dynamic is further supported by Oman's strategic location at the crossroads of major global trade routes, modern logistics infrastructure, and transparent investment frameworks. As China continues its outward economic engagement—driven by the Belt and Road Initiative—Oman is well-positioned to serve as a critical link between Asia, the Gulf, East Africa, and beyond. The alignment of China's manufacturing strength with Oman's logistics potential presents a compelling value proposition for businesses on both sides. But even as the Oman-China relationship advances on commercial and strategic fronts, it is the human element that will ensure its endurance. Skills development, training programs, academic exchange, and joint innovation hubs are vital for fostering shared competencies. Thousands of Omanis have already participated in China-led capacity-building efforts, and expanding this cooperation to cover new fields—such as fintech, agritech, and AI—can build a knowledge ecosystem that supports long-term national transformation. In a time marked by uncertainty and fragmentation in the global economy, partnerships with high-growth, high-capacity economies like China are not simply desirable—they are essential. China, with a GDP exceeding USD 20 trillion and a population of 1.5 billion, offers not only market access and investment capital, but also valuable developmental experience. Oman, with its unique geographic positioning and clear national vision, offers stability, opportunity, and an open invitation for strategic collaboration. The road ahead calls for more structured cooperation—defined projects, clear timelines, and institutional partnerships that bring the private sector to the forefront. By weaving together economic opportunity with cultural understanding and human development, the Oman–China partnership is steadily laying the foundations for a prosperous, resilient, and forward-facing future. 2025 © All right reserved for Oman Establishment for Press, Publication and Advertising (OEPPA) Provided by SyndiGate Media Inc. (
