Latest news with #AnaElisaSeixas
Campaign ME
12-05-2025
- Business
- Campaign ME
New Balance's Grey Days return with series of activations
New Balance has launched the 2025 iteration of Grey Days, a month-long celebration of its signature colour. This May, consumers in the region can look forward to several activations that showcase the brand's new collection such as the Grey 5k Runs and staggered 'Grey drops' over the month. The initiative's inspiration comes from how central the colour grey has been to the New Balance identity since the late 1970s. While competitor brands gave athletes and runners shoes in white, that would quickly get dirty, New Balance introduced 'sneakers that wouldn't show dirt' as a solution for urban runners. The brand kicked off its Grey Days campaign in the region with an activation in Dubai. Collaborating with exclusive pre-saler Ounass at Koncrete, a café donned in grey interiors at Jumeirah. 'In the Middle East, consumers are drawn towards brands that offer a unique identity yet still a sense of community,' said Ana Elisa Seixas, Head of Marketing – MEAI, New Balance. She explained that the month-long campaign is dedicated to the people who have supported the brand from its humble beginnings. 'Grey Days is a thank-you to our community including the loyal fans who've supported New Balance for decades, and newer demographics discovering it for the first time. It's a moment to look back and forward, simultaneously,' she said. The activation was crafted with a keen attention to detail and included a 'grey' menu, displays of the Grey Days collection including the 1906 Loafer, interactive photo moments and more. 'It's all about offering a space that blends community, culture and creativity while creating an experience that we hope will be truly memorable,' Seixas said. The next installation of the Grey Days campaign is a 5K run set up on the 17th of May at the New Balance store at Nakheel Mall. To keep the recurring campaign fresh every year, Seixas explained that the New Balance team does a deep dive analysis of its consumers. 'Each year, our strategy for Grey Day evolves through a blend of consumer insights, cultural relevance, and product innovation,' she said. 'We look at what's resonating, from the rise of retro silhouettes to the demand for versatile lifestyle pieces, and build activations and product drops that reflect those shifts. Hence every year, we honor our heritage, but not without tailoring the format to meet the evolving expectations of our audience in every region, every year.' Seixas also proved the campaign's effectiveness in the region. 'In terms of results, we've seen an encouraging and similarly positive sentiment on different levels including store visits, event attendance numbers, OOH views, Google search keywords, as well as overall sales across the region,' she said.
Campaign ME
18-02-2025
- Business
- Campaign ME
Localisation: From preaching to living for Ramadan and beyond
On February 7, Campaign Middle East hosted our Breakfast Briefing: Ramadan Advertising and the Year Ahead for Media & Marketing 2025 featuring three engaging panels. The event organised by Motivate Media Group's Campaign Middle East, was held in partnership with Criteo, MBC Media Solutions and Snap Inc. The first panel was an insightful discussion that focused on how brands can approach Ramadan marketing, emphasising the importance of localisation and authenticity. It was moderated by Anup Oommen, Editor of Campaign Middle East, in partnership with MBC Media Solutions. It included speakers: Ana Elisa Seixas , Head of Marketing at New Balance Middle East, Africa & India; , Head of Marketing at Middle East, Africa & India; Hicham Fakhoury, Content Solutions Lead at MBC Media Solutions ; Content Solutions Lead at ; Mahmoud Maghraby, Media Director for MEA and Global Emerging Markets at Mars Middle East & Africa; Media Director for MEA and Global Emerging Markets at Middle East & Africa; Suad Merchant, Head of Brand & Corporate Communications at Mashreq. The panellists discussed the need for brands to fully embrace local cultures and values in their marketing strategies and what it means to be 'local' in the narration of a campaign before creating and selling it to consumers. Localisation, a thumb-stopping solution? Localisation is no longer an optional strategy but an integral part of marketing efforts. The panellists emphasised that effective localisation starts from within, ensuring that brands craft messages that genuinely resonate with their audiences. Fakhoury stressed this point by saying, 'I don't think localisation is a buzzword anymore. It should be a necessity. Otherwise, viewers will tune out from whatever they engage with and they will diffuse your message as a plan or as content that I'll switch off. It's not entertaining.' He highlights how marketing is all about shifting behaviours, with a lot of the initial steps of finding out what works for brands. 'The first step within our content. Does it fit? Are we talking to the right people? Will they be moved by what we are narrating to them? I mean, at the end of the day, we are in shifting behaviour,' If I'm selling you a product, whether entertaining you with comedy then I am aiming to shift your feelings. I need to shift your purchasing behaviour. This is why brands need to be truthful and need to resonate. I mean, if you reach audiences without resonating, you lose all the investment, time and the effort that you put.' Adding to the conversation, Maghraby adds that localisation cannot have a one-size-fits-all approach. 'While there are certain insights and best practices that are relevant across borders, the way we bring that to life matters. It needs to be meaningful and relevant for Saudis, as much as it is for people in the UAE, Brazil, or India, especially in a world where people are more than happy to skip an ad.' He noted that speaking the language of the market leads to higher engagement, stronger brand loyalty, and improved sales. In a crowded space, true localisation is what makes an ad 'thumb-stopping'. Seixas noted how there is a growing demand for content that feels real, relevant, and reflective of local experiences rather than generic messaging that lacks cultural depth. With that said, while localisation is crucial, the panellists cautioned against reducing it to mere Arabisation or superficial cultural cues. Localisation is not Arabisation The panellists agreed that today's consumers are looking for deeper connections with brands, rather than superficial nods to Ramadan. They warned against surface-level marketing tactics that rely on predictable symbols like the crescent moon and lanterns without a deeper narrative. Merchant underscored this point, 'Localisation is not really about Arabisation or using supposedly local images. Marketers must learn to dig deeper, and do their research about the people in the region, about traditions, and about culture – and this is not just for a one-off campaign but should be a critical part of the long-term brand-building process. That's how you connect with the emotions of key audiences, therefore creating consideration, loyalty and advocacy.' Seixas echoed this concern, noting that representation in advertising is still falling short: 'Over the last 20 years, I've seen many things change within marketing, but we're still not getting this concept of localisation right. We still have so-called Emiratis being portrayed in ads who are not Emirati, and any local Emirati can immediately identify that – which means that you've lost your local audience within seconds. We do need to do better.' Stories coming from their own backyard Authenticity was a recurring theme throughout the discussion. The speakers encouraged brands to shift their focus from messaging at audiences to fostering compelling stories that resonate with their audience. Maghraby emphasises the role of creators in this landscape, 'Creators play a huge role in localisation.' User-generated content is synonymous with localisation, and all brands need to be part of this to remain relevant. Seixas comments how creators already have the forum, they have a connection, engagement and a trusted community with their followers, and so to partner with them to deliver brand messages in a relevant meaningful way supports localisation efforts. Fakhoury noted how digital platforms like TikTok and Instagram are powerful opportunities for brands to build real connections. 'People don't want to be talked at; they want to be part of the conversation,' he explained, highlighting the power of user-generated content and influencer collaborations. Merchant brought attention to the balance between tradition and innovation in Ramadan campaigns. While heritage and cultural values remain central to the season, she noted that brands need to evolve with changing consumer behaviours. She cited examples of brands that successfully merged nostalgia with modern technology, such as AI-driven content that revived classic Ramadan moments. Ramadan marketing: 'I shouldn't be saying this' A significant discussion point was the power of purpose-driven marketing. The panel also touched on the immersive nature of Ramadan as a marketing moment. Fakhoury described it as a time when audiences are highly engaged. 'Ramadan is the biggest stage that content producers and brands have the opportunity to reach, a huge number of people that are connected through religion and culture and traditions,' It brings people together—whether around the TV, a campfire, or the dinner table. 'If you sit around campfires, directly our communication shifts to storytelling.' That's why storytelling is so powerful during this season. People expect narratives that reflect their culture, their emotions, and their lived experiences. The speakers shared examples of successful Ramadan campaigns that reinforced that Ramadan is a time of giving and that brands that embrace this philosophy can build stronger emotional connections with their audiences. Seixas and Hisham spilled confidential details about their Ramadan marketing plans, saying, 'I shouldn't be saying this,' and 'I hope we haven't signed an NDA.' They then went on to share their secrets. Catch the full moment at 54:50 in the full video. Final takeaways: Marketing that resonates As the panel wrapped up, the speakers encouraged marketers to go beyond surface-level messaging and truly understand their audience. They emphasised that success in Ramadan marketing comes from authenticity, creativity, and a deep cultural connection. The discussion provided valuable insights for brands looking to engage audiences during the holy month, reinforcing that meaningful storytelling and purpose-driven campaigns are key to standing out.
Zawya
12-02-2025
- Business
- Zawya
New Balance appoints Ana Elisa Seixas as Head of Marketing, Middle East, Africa and India
Dubai, UAE: New Balance has appointed Ana Elisa Seixas as Head of Marketing for the Middle East, Africa, and India (MEAI). In her new role, Ana will lead efforts to strengthen the brand's presence across the region, driving innovative marketing campaigns and fostering deeper connections with local customers and communities. With over 20 years of marketing experience across the GCC and emerging markets and her previous role as Head of Marketing ASICS Middle East, Ana brings a wealth of expertise in strategic planning, branding, corporate communications and sports marketing. Commenting on her appointment, Ana Elisa Seixas said: 'I am extremely excited to have joined New Balance and looking forward to further cementing our position as the most premium and boutique athletic brand. As we continue to grow and expand in the region, we will focus on honoring our brand heritage and craftmanship, creating unique and authentic brand moments for our customers across performance and lifestyle categories, from the highly anticipated Grey Days to sponsorship of regional marathons, like the Doha Marathon.' Stuart Henwood, Senior Director of New Balance - Middle East, Africa & India, added: 'New Balance is now one of the fastest-growing brands in the region, and as we continue to expand, we're excited to welcome Ana to lead our marketing efforts. Her proven track record of success and innovative approach will undoubtedly accelerate our growth and deepen our brand engagement with consumers and communities across MEAI.' Originally from Portugal, Ana holds an Executive Education in B2B Marketing Strategy from Harvard Business School and has been the recipient of the prestigious 'Sustainable Leadership Award' by the Asian Confederation of Businesses, underscoring her dedication to excellence and innovation. Ana is also a passionate advocate for women in sports and her passion for transforming communities through movement and sports aligns seamlessly with New Balance's mission. New Balance remains committed to empowering communities through sports and delivering exceptional products and experiences tailored to the dynamic MEAI region. About New Balance: New Balance, headquartered in Boston, MA, has the following purpose: Independent since 1906, we empower people through sport and craftsmanship to create positive change in communities around the world. New Balance employs 9,000 associates around the globe, and in 2023 reported worldwide sales of $6.5 billion. New Balance owns five athletic footwear factories in New England and one in Flimby, U.K. New Balance MADE U.S. footwear contains a domestic value of 70% or more and makes up a limited portion of New Balance's U.S. sales. To learn more about New Balance, please visit for the latest press information visit
